<< Brand continued from Page 96
“Conveying a set of core values that resonates
represent. The mortgage business has many boots
with like-minded individuals becomes
on the ground interacting with clients and borrowers
every day. Loan originators, especially, should know
imperative to creating a unified culture.”
that customer service is key.
Building a trusted relationship with borrowers and
Realtors is vital, especially when helping them facil-
that’s lower prices (rates), better grades of gasoline
3. What behaviors do employees exhibit?
itate one of the most important decisions and trans-
(loan programs), or superior service. There is some-
4. Do these behaviors align with the company’s
actions in their lifetime. Moreover, being accountable
thing for everyone.
and accessible every step of the way through the entire
Most mortgage companies pitch great pricing, lower
5. Does the brand message embody who they are
loan process is what cultivates both loyalty and trust.
rates, better products and service, which is important
as a company?
Finally, employers who outsource to find talent
when communicating with broker partners and pro-
6. Does the company’s mindset align with my
should consider pulling from within instead. Rather
spective borrowers. But when it comes to the dynam-
than trying to hire “rock stars” for every position or job
ics of recruiting and retention, mortgage companies
n n n
opening, companies should focus on creating a rock-
can find themselves in a quagmire.
star environment at all levels that brings out the most
Hiring good employees and keeping them engaged
It has been said that culture is the loudest thing hap-
potential in every employee.
for the long haul can be like swimming upstream to
pening in an organization. It is in the face of each
Managers need to engage and inspire their employ-
spawn. Let’s face it, there is a high rate of attrition in
employee, resounding in their ears like a megaphone.
ees by coaching them. A company that shows a level of
this industry because of job hoppers. Now more than
If it is going to be loud, however, it better echo prin-
trust and responsibility for employees fosters a sense
ever, the culture proposition becomes important.
ciples and ideas that motivate each and every individ-
of engagement and agency, allowing each individual
Conveying a set of core values that resonates with
ual engaged with the company. Furthermore, that
to express themselves freely and perform their best
like-minded individuals becomes imperative to creat-
message should resonate in such a way that its vibra-
work. Be honest and authentic in how you treat both
ing a unified culture that will stand the test of time.
tions can be felt in everything the company does,
employees and borrowers, and they will trust in you.
Most job hoppers are looking for a place to call home
guiding their brand and actions as they progress and
— a place where they fit in. When looking at a com-
evolve over time — like seeing the ripples in a bottle
Evaluating a company’s culture
pany’s culture, savvy prospects will ask themselves
of Coca-Cola. n
Today it seems that mortgage companies are like gas
the following questions:
stations: There is one on every corner — sometimes
1. How long has the company been in business?
(Note: The author would like to acknowledge the invaluable help of
more than one. Each one showcases its trusted brand
2. Has the company invested time to develop a
Jason Fried and David Heinemeier Hansson in the revisions to this article.)
and advertises its unique selling proposition, whether