Consulting is only the way to goJeff Barrloan officer, economy, market, sub-prime, KEF formula
As a loan officer for a number of years, I realize the
importance of consulting with the client more than ever. The poor
economy and troubling housing market make the loan professional's
expertise even more valuable. As interest rates continue to rise,
mortgage loan officers face many varied challenges in their ability
to earn a living.
Many loans are falling in the sub-prime market. These
transactions can be difficult and trying at times. Be patient and
understand the concerns of your clients in working on all
Here are some valuable considerations for the success of the
-Listen to the needs of your prospects, such as the length of
time they may stay in the home or any down payment gifts they may
-Ask your clients to order their annual free credit report in
their respective states. This is a tool that can quickly identify
-Remind your customers to be cautious of up-front credit repair
services. Many participants have received little benefit from these
programs. They are often in the least position to afford
-Advise your applicants of options to increase their scores. Be
prepared to advise. For example, paying off recent collections may
boost a credit score. Remember, you are the expert!
-Explain to the prospective client that a pre-qualification is not
ironclad, just a tool. Shopping around and pulling credit numerous
times will decrease the scores. Many borrowers need every point
they can get.
-Educate the applicant on the important decision he is making in
the purchase of their home. This is likely the most significant
financial decision they will make in their lifetime.
-Coach clients on the ongoing importance of meeting their
financial obligations in a timely fashion. If they had poor credit
in the past, they must learn to change their credit lifestyle. The
responsibility of building and maintaining good credit is an
Here is a formula that I would recommend using when dealing with
any kind of customer in most industries:
The KEF Formula
-The customer is king
From his perspective, the client is always correct (even though he
may not really be). In selling over the last 25 years, I have come
across many types of customers. Even though it was on the Internet
or his neighbor told him, it does not mean anything. Customers
profess to know more about the rates, underwriting, appraising and
the loan process. How many times has a real estate agent quoted
your rates, told you what to do or complained about closing costs?
My suggestion is to grin and bear it. You will show them the money
in an approval when you are prepared. Respect them, but remember
that you are in control. You are the professional.
-Educate the client
You are trained as a loan officer. You continued mastery of your
skills, and your understanding of the economy makes you the
best-trained broker around. Your diligence in speaking with various
lenders and assisting the client is part of your tough job. The
loan programs, creative financing and seller concessions you
suggest will help the customer find the best package. In short, you
will work to accommodate the client to best handle his needs.
Quickly assess what your client needs and gain his confidence. In
my many years of selling, I have found it useful to utilize the
feedback to facilitate future business. At my former bank, customer
surveys determined increases in compensation. Be sure to ask him in
a professional manner how you are doing and what you can do better.
Of course, ask for referrals!
As competition increases and rates rise, your role as a
consultant has never been more vital. The KEF formula ensures your
Jeff Barr is a competent toastmaster and speaker in
Louisville, Ky., an adjunct professor of communications at the University of Louisville,
consultant and a mortgage loan officer. He can be reached at (502)
777-9555 or e-mail at [email protected]