“I’ve really leaned in to trying to teach the local loan officer how to build their brand locally. We have so many amazing tools for that, but part of that is also the local originator understanding that this isn’t a lead or a customer that came through from a realtor that said, “use my guy or my girl who I’ve always used.”
It’s the local originator understanding that there’s an incubation process that has to happen when somebody finds you online. Because it’s a different type of customer, Loan Officers have to get very creative with how they’re keeping track of that incubation process so that the customer continues to come to them with questions versus going back to the Internet to get sold to another Loan Officer.
Loan Officers then use the CRM that we provide to then build buckets of customers. There’s your lead bucket, your contact bucket, your prequel bucket, and all those take a different type of skill set than when you were given a deal from a Realtor that said, “Here.” That’s the change that I’m seeing happening right now, and that’s what we’re really trying to teach.”
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