Dear Brian: How to get your clients selling for you!
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Dear Brian: How to get your clients selling for you!

June 11, 2009

Dear Brian: I am looking for suggestions or advice on getting testimonies from my clients who are closing. Do you suggest giving them a standard form to fill out and answer, along with remarks, or would you handle it differently? My goal for this year is to get testimonies from all clients. Please advise--Yvonne
Yvonne:
Thanks for the question. It actually brings up a few points.
First, you are very smart to realize that you need testimonials. We are all salespeople in the eyes of our clients and prospects. After all … we do earn our money from commissions right? So, no matter how honest and reputable you are, they still don’t believe you. But they will believe others who comment on their experiences with you.
Second, how do you structure these testimonials? There are a few important lessons here. You should take out a pad and paper and make a list of all the reasons someone would fear doing business with you. Now make sure you get a testimonial that addresses each one of these fears. Make sure your testimonials are results-based … not “Brian did a good job!”
Third, if you want to increase the power of your testimonials, make sure you use the person’s full name, city and state. Better yet, see if you can get a photo of them in front of their home.
Fourth, you should ask for testimonials and referrals during all parts of the process … when the loan is approved and when the loan closes. I always call my borrowers and real estate agents the day of closing to wish them good luck, and ask for a referral and testimonial.
Fifth … here are some tools I have used and some secrets for getting those testimonials. At closing, I provide a survey to have them complete about how we performed and at the bottom of it there is a place for three referrals they can provide.
A week after closing, I send them a letter with a disposable camera. The letter tells them to take pictures of themselves in front of the home and pictures of the home, and send them back to me, and I will make copies and send them back. I also ask them for a letter about their experiences with me. It is vital to tell them what you are looking for and provide samples or give them a form to fill out. More importantly … one of the big secrets I have found is that most people don’t have the time or desire to write you a glowing letter. They forget about the experience or your good service was expected (as it should be). So, I have now started providing people with a 24-hour-a-day hotline they can call and leave their feedback. Then, I take this message and use it as an audio testimonial on my Web site or have it transcribed and used as a written testimonial. The service I use is really inexpensive, and it has dramatically increased the number of testimonials I get. Here’s a link if you want to take it for a test drive yourself: www.loanofficerformula.com/ag.
If you have a question you would like Brian to answer in this column, please an e-mail with “Dear Brian Question” in the Subject Line to dearbrian@loanofficerformula.com.
Brian Sacks is CEO of www.loanofficerformula.com. He has been an industry expert for more than 25 years, closing 6,000-plus loans totaling $1 billion. You can read Brian’s 32-page special report entitled “The Death of Mortgage Origination as We Know It” and “The 10 Things You Must Do Now to Survive and Thrive” at www.loanofficerformula.com/mp. This report sells for $97, but is free for a limited time for subscribers of National Mortgage Professional Magazine.
 

Originations, Residential, Marketing