In today’s competitive world of highly sophisticated consumers who have quick and easy access to as much information as they can soak up, most professionals in general and real estate salespeople and mortgage brokers in particular, face increased challenges. They must keep up with evolving technology, ever-changing consumption trends, and the rapidly altering preferences of their target audience.
Mortgage Brokers and Real Estate professionals are better able to serve you than ever before. By expanding their knowledge base and raising their own standards and by becoming proficient at the use of technology, they are able to help you find the home of your dreams and help you finance it more efficiently than ever before. And you can be assured if you are a resident of British Columbia that the mortgage brokers and realtors you deal with face the most stringent licensing requirements, high educational standards, and diligent business practices in Canada.
Despite all these advances, as a borrower, you must stay focused on the most important thing – YOU! Ask yourself, how does all this relate to me? What specific benefit do I get from this? How does this address my need for a mortgage loan? How does this meet the challenge of my unique circumstances?
In other words, you must stay tuned into WIIFM — What’s in it for ME? You can say hooray to your Mortgage Broker or Realtor for being a wizard with their iPad2 or Blackberry. However, you must ask yourself, “How exactly is that going to get me the best possible loan?”
The tendency to Focus on Technology, not Service
I notice that in our field, as in most other fields, when marketing their services, people tend to over-emphasize their ability to operate their business efficiently. Clearly, as a Mortgage Broker, I must be able to operate my industry-specific technology in order to stay in business, as any other business must operate efficiently in order to survive. However, it has no direct relevance to my ability to obtain the best possible loan for my clients. That comes from a strong knowledge base, experience, commitment, and diligence, amongst other attributes.
I suggest to all my clients, “Stay focused on your specific needs. Establish your own criteria. Challenge me to live up to your expectations.”I also recommend that they filter through the noise and zero in on what’s most important to their unique circumstances.
It is my considered opinion as an experienced Mortgage Broker that I am obliged to understand your needs and then communicate to you clearly, in easy-to-understand terms — using the language that you understand — appropriate options available to you and then assist you in choosing the one that is most suitable. My efficient business model, while critical to me, is, in fact, irrelevant to my clients. Instead, I want all my clients to always stay tuned to WIIFM!
Nadir Zulqernain has been a mortgage broker and salesman for over 30 years. He understands what buyers need to know. Demand for his Sales Success Strategies Training program is growing. He shares sales success strategies that work for any career path on his Sales Success blog. He helps turn gut-wrenching sales experiences into an organized process and fun experience.
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