A key point that many people forget is that a lead is not a loan, it’s an interested person that you still have to sell on your services. With that in mind, here are some tips for getting the most out of your leads:

1) Remember that you’re talking to a person, not a piece of data. After a few dozen phone calls, it’s easy to forget that the person on the other end of the phone probably isn’t expecting your call. Even if the last nine people you talked to were rude and wanted nothing to do with you, this call is a clean slate. As frustrating as bad calls can be, treat every call like it’s your first.

2) Don’t oversell the lead. Like any other form of sales, people are turned off by pushiness and an overzealous attitude. While you want to work with as many people as possible, it’s a simple statistical fact that a portion of the people you call won’t be a good fit with you for one reason or another. You’re better off moving on to the next call than struggling to convince them of something they don’t want to agree to.

3) Don’t give up on a lead. While you don’t want to oversell someone, you also don’t want to waste leads. If the consumer isn’t available when you call, try again at a different time of day, or send them an email and see if you can schedule a good time to speak with them. As people find themselves more and more busy, it can be hard to get in touch with them. A degree of patience can yield more success than burning through leads and giving up if you don’t make contact.

Mortgage leads are a great tool, but like anything else, they require the right strategy to use. The next time you’re on a cold streak, stop for a few minutes and review your processes. You’ll probably find that simple adjustments will make all the difference in the world.

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