Selling in a Crisis: Be the Calm in a Storm

Selling in a Crisis: Be the Calm in a Storm

April 24, 2020
Photo credit: Getty Images/limpido
The world is scrambling to piece together the full impact of the COVID-19 health crisis. The lives affected either directly or indirectly by this tragedy is something we will evaluate for years to come. As we pivot and decide how to successfully reprioritize our business strategies, there’s one factor we cannot afford to ignore: The power of human connection.
Shakria Hall is brand marketing manager at CalyxHere are a few practical ways you can connect with, calm and engage with your clients as we navigate through unchartered territory.

Be an advisor

We are being inundated with information right now. Our e-mail inboxes, newsfeeds and social media timelines are a constant stream of information about emergency rate cuts, mortgage relief, and bond purchases. In many cases, the information is insightful, while others simply leave us with more questions. So, what does this mean for your borrowers? It means they are likely overwhelmed and could use your expertise. In a time where we’re practicing social distancing, a phone call from a familiar voice would be a welcome change. Reaching out to your borrowers will allow them to ask the inevitably tough questions. You may not have all the answers, but this creates space for an honest dialogue. Be a resource of factual yet reassuring information.

Compassion and empathy goes a long way

While offering your expert advice is appreciated, a simple wellness check is invaluable. Reach out to those borrowers who you haven’t done business with in a few years. Especially anyone who may be at-risk or likely to need a little more assistance. When the dust settles on this crisis, those are the calls they will remember.

Leverage technology

The Internet is flooded with videos of people finding creative ways to connect. Gone are the days where virtual open houses, video meetings and mobile-friendly Web sites are optional. The current environment requires ingenuity. Thankfully, the technology we need is available and waiting to be added to our existing business strategies. Consider virtual happy hours or video e-mails to help foster the connection missed as we all practice social distancing.

Show your site some love

Now is the perfect time to update your first impression, your Web site. Is it updated to reflect timely information to help your borrowers and prospects? Does it have a modern design and is it easy to navigate? If the answer is no, to any of those questions, you may have some work to do.

Shakria Hall is brand marketing manager at Calyx, an established provider of compliant mortgage software solutions used by banks, credit unions, mortgage lenders and brokerages nationwide. She may be reached by e-mail at

The sponsored editorial appeared in the April 2020 issue of nmp magazine.