Sarah Valentini is president and principal of Radius Financial
Group Inc. She is a leading mortgage professional with 20
years of experience in residential and commercial lending.
Valentini launched Radius in 1999, and under her leadership,
the company has grown from a small local lender into one
of New England’s leading private mortgage banks. Reach
Valentini at email@example.com or (781) 742-6500.
Relationships Are Marketing Gold
Increase your connections with high-tech, high-touch marketing
By Sarah Valentini
Most industries rely on relationships as the cornerstone for success, and mortgage-loan origination is no ex- ception. In a world with constantpres-sure on rates and prices, solid relationships are more
important than ever.
Relationships do not happen overnight, however.
They need to be fostered. Great relationships are
built over the long term and are based on mutual
respect. But, although it takes time to build relationships, they can be lost all too quickly.
Much like the dreaded saying, “You’re only as good
as your last loan,” there are referral sources who may
drop you the first time you hit a bump. Those probably
are people you don’t want to have a long-term relationship with anyway. Instead, focus on the relationships that can withstand the invariable hiccups.
Technology is an integral part of our business and
can help you build connections, but keep in mind
that relationships are with humans, so it is best to
use a combination of high-tech and old-fashioned
face-to-face strategies. With this in mind, here are four
tips for combining high-tech and high-touch marketing strategies that’ll make your relationships last and
Get with the system
If you are not yet using a solid customer relationship
management (CRM) system, you are missing out on a
better way to keep in touch with clients. As the industry becomes more digital, savvy originators use every
tool at their disposal to be more involved and invested
with clients — with less effort.
Although forgetting your partner’s birthday can be
a deal-breaker in a personal relationship, remembering their favorite kind of flowers can earn you bonus
points. That’s what a CRM system does: It serves as a
memory bank of the big and little facts about clients
that help you become more integrated into their lives.
Use your CRM’s survey function to collect feedback
at a variety of borrower touchpoints to help you hone
your own performance, while showing clients you care.
If you’re not using a CRM to its full advantage, learn
what it can do and put it to use to help you enhance
No conversation about the combination of high-touch
and high-tech tools would be complete without talking about a social strategy — one that combines the
best of both worlds.
First off, you have to actually be social — “in-person”
social — by getting out of the office as much as you can.
Attend networking events. Invite a former customer
to lunch. Do some “sweatworking” at a spin class with
a referral partner. There is no substitute for those
Or is there?
Even though in-person networking is still the gold
Instead, be thoughtful about what you share. Before
you post, ask yourself, “What’s in it for my reader?”
Whether you’re a fan of Twitter, Facebook or LinkedIn,
stay connected with customers and referral partners
by consistently sharing great content or inviting conversation. Then, return the favor. Make a point to spend
10 minutes a day — seriously, schedule it on your calendar — visiting the pages of borrowers and potential
clients. While you are there, like, share or comment on
their content. They will notice.