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Price Warfare in a Service Industry.

By
Services for Real Estate Pros with Auto & Home & Life Insurance throughout North Carolina

When it comes to mortgages, if you are like me, you are looking for the best price, lowest rate, and shortest travel between two points.  There is also one minor detail that you and I may have in common, it's called customer "freaking" service.  Looking for the straight line without much in the way of curves, kind of like Calvin Klein before his untimely demise.  Nevermind, he is still alive.  And if those curves arrive, which is a decent wager in this atmosphere, you probably want someone to stay and inform you every step of the way.  Perhaps I'm projecting, but still...

I've been wearing the title of Loan Officer for the better part of eight (going on nine) years now.  I've loved it and I've hated it.  Still feel both to this day.  But what strikes me as the curious sort, why do you chose that entity you choose?

I quote rates on Zillow and firmly believe some of the stuff I'm competing with is a joke.  It seems folks want to be baited initially with the 'deal of the day', as much as they detest being switched to 'the reality of it all' by the time the transaction is over.  Hey, I could be wrong but I find it highly unlikely (back to back adverbs, love it:) that the person quoting you the costs and profit (low-balling, mind you) cares much on how it turns out... as long as it closes.  It's volume driven.  It's getting the phones to ring.  It's getting the inbox on the email to have more inquiring messages.

While I hate to perpetuate any pessimistic view of the Mortgage Industry, especially in times where that seems status quo, I dare say that some of my predecessors are more John Gotti than they are Jesus Christ.  More profit than prophet.  Personally, I'd like to be a whole lot more like Jesus.  I especially respect his hairline.

If you are shopping for a mortgage, whether it be to buy or refinance a home, don't do it on price alone.  Especially not now.  Price Warfare in a Service Industry is probably going to mean you are going to get screwed Jenna Jameson style in the end. 

While I don't mind porn, it doesn't belong in Real Estate.  Shopping service is shopping smart.  And you rarely get screwed.

 

Gary Woltal
Keller Williams Realty - Flower Mound, TX
Assoc. Broker Realtor SFR Dallas Ft. Worth

You respect Jesus' hairline? That made reading this one worth it. Price alone is NEVER the way to buy mortgages or ANYTHING. Value and need and customer service and even gut feeling go a lot further in my book. If price were the deal maker, the highway would be full of Yugos. Last time I looked, that didn't happen!!

Aug 29, 2009 02:15 PM
Jennifer Monroe
Indigo Home Team powered by Compass - Charlotte, NC
Real Estate REALTOR®/Broker/Designer

Gary...  true, but the Yugo drivers died. So much for product loyalty.

Aug 29, 2009 02:23 PM
Neal Bloom
Brokered by eXp Realty LLC - Weston, FL
Realtor CRS-Weston FL Real Estate

Bro,

I hate when people shop on price a lone...it seems they get the lack of good ole customer service.

Aug 29, 2009 02:36 PM
Nevin Williams
Fairway Independent Mortgage Corporation - Cary, NC
Senior Mortgage Advisor

Gary - for most people it's about the bottom line..initially.  When they realize that the no fee loan got them a higher rate than everyone else and now they have to pay a lot more over he years they finally begin to realize that they got hosed.

Aug 29, 2009 02:49 PM
Erik Hitzelberger
RE/MAX Alliance - Louisville REALTOR-Luxury Homes - Louisville, KY
Louisville - Middletown Real Estate

As Gary mentioned, shopping by price alone is a terrible approach.  The most affordable option is seldom the one that costs the least initially. 

@Jen - Don't dismiss the business model too quickly.  They successfully achieved the goal of creating customers for life. 

Aug 29, 2009 02:50 PM
JL Boney, III
Coldwell Banker - Columbia, SC
Columbia, SC Real Estate

Shopping around for the best deal shouldn't mean immediately running to the person who is advertising the lowest rate and nothing more. Not all rates are created equal, that's why you truly shop around.

Aug 30, 2009 12:17 AM
Paul McFadden
Responsive Pest Control - Seattle, WA
Pest Control, Seattle, WA.

Jason: Thanks for the post. I appreciate your candor. The only time I've ever competed on price, I haven't gotten the loan; so what does that tell you. Personally, I'd rather work with clients committed to me. Price and rate shoppers are only loyal to the next price and rate. We should all pass on this type of client. Thanks again!

Aug 30, 2009 02:27 AM
Betina Foreman
WJK Realty - Austin, TX
Realtor, C.N.E., with WJK REALTY

I agree with you 100%. You should never select a lender on price alone. I have several exceptional local lenders that are a dream to work with. When clients say I am going with blahblah lender I found online, I just cringe! Having a lender that is there for you and answers the phone and is dedicated to helping you with your loan is PRICELESS!!

 

Aug 30, 2009 05:51 AM
The Somers Team
The Somers Team at KW Philadelphia - Philadelphia, PA
Delivering Real Estate Happiness

It is brutal out there !  I think everyone has seen the poor consumers get screwed in the "bait and switch" scenario where they focused just on price !  Because it is so important, customers service from a mortgage pro is priceless !

Aug 30, 2009 09:12 AM
Jeff Belonger
Social Media - Infinity Home Mortgage Company, Inc - Cherry Hill, NJ
The FHA Expert - FHA Loans - FHA mortgages - USDA loans - VA Loans

Jason...  how funny that this has been on my mind for weeks now and I thought about writing about this over the weekend, because this just happened to me with a client in Long Island. I have been talking to this guy since I was on vacation and was even a referral.  He finally did contracts last week and goes... hey, can you go lower, because I got this quote from someone at Bank of America...  lol  And I had him send me the GFE, which was generated on an Excel spreadsheet. Overall, I felt like I had to defend myself, because all he got was a quote and I asked him about service and so much more..  after speaking to him, it definitely sounded like someone else had his ear on this one.

Overall, you are right on target with this one. Many feel that it's like shopping for a car.  Most cars when brand new are the same.  Mortgages don't operate that way, even though you could get the same price. I will tell people, I am not the cheapest, but I am not going to take them to the cleaners. But I will be available more often than none.  In general, people expect that anyhow, but don't find out until after application, that it won't be like that. In any case, good post and it was funny in regards to some of your analogies... 

jeff belonger

Aug 31, 2009 12:48 AM
Alexsandra Stewart
Remax equity group - Portland, OR
Broker - Portland Oregon Real Estate

Hi Jason!   I don't think you should shop ANYTHING on price alone, don't care what it is.  Service is worth so much - oh, not to mention honesty! :-)

Sep 03, 2009 08:22 PM