Positioning Is Everything!

By
Mortgage and Lending with Southwest Funding

Attracting and retaining clients is essential to the success of any business. Long-term clients are likely to feel more satisfied, are more likely to refer others, and are more likely to purchase additional products and services from you. What are you doing to keep the customers you have worked so hard to get?

Your past clients are your best resource for new clients, so marketing to them should be one of your primary focuses. The relationship doesn't stop at the closing table, so remember your clients year round, without fail. Post closing follow-up and consistent contact have the potential to open up new doors to your business. Going the extra mile, no matter how minimal you may think it is, can make an impression on your client that will prompt them to remember you when a friend or family member is in need of your services. Don't miss opportunities to WOW your past clients!

According to a recent survey, the average person is exposed to an average of 4,000 marketing messages on a daily basis. The key to capturing more referrals is to position yourself as a resource for life. Let your customers know you will be around long after the sale. Let them know they can come back whenever they need. This can help differentiate your company from your competitors, who may just be in it for the short term.

More important that what you send, just make sure that you are sending SOMETHING to past clients. I advise loan officers to send e-campaigns twice per month as well as something to their mailbox once per month. Keep your face and your name in front of your past clients. It's essential for your business.

One idea that I read about is to create a second set of business card for past clients. You could promote a "Client Hotline" for service after the sale. A separate phone number doesn't cost all that much, but if presented correctly will create a sense of exclusivity.

Remember, in this changing market you MUST change your origination strategy with it.\

DFW Loan Officer

Jeff Schraeder

Imperial Mortgage

Comments (3)

Bob Jakowinicz
National Realty Centers Livonia--Bob Jakowinicz - Livonia, MI
Michigan Real Estate Agent-- MI Real Adventures

Hey Jeff,

I like your post, it is so true.  I have just kinda got away from that but will send something out very soon.  Thanks for the reminder. 

Feb 28, 2008 03:37 AM
Nick Good
The Good Home Team with eXp Realty - McKinney, TX
www.TheGoodHomeTeam.com

Jeff,

 

The second set of business cards idea... what is on them?  Anything special? 

 

Nick Good 

 

The Good Team 

Mar 06, 2008 06:32 AM
- -
- - Bogota, TN

Thanks for you for taking the time to comment on this subject in the Active Rain network.  AR is the new "cyber backbone" of the industry, and with it's uplink to Localism.com it is transforming the real estate marketplace. Agents who don't see which way the cyberwind is blowing are going to find themselves at a considerable disadvantage inside of three to five years.

Jul 16, 2008 08:57 AM