"It's very difficult to create an amazing experience without technology"
With more and more industries integrating tech-powered platforms into their workflows, an emerging consensus among consumers is that mortgage brokerages will need to leverage these innovations to ensure a positive experience for all parties involved in a transaction.
“I think if you’re ... not somewhere that’s embracing technology on how to make the process easier, you’re going to get left behind, because customers are going to expect it,” according to Brian Hogben, founder of Mission35 Mortgages.
“I think everybody from consumer, to mortgage agents, to just people in general, expect an amazing experience – and it’s very difficult to create an amazing experience without technology.”
#CanadianMortgageSummit: Dive in and find out how top brokers are leveraging technology to improve lead generation, optimize processes and scale up their business, led by Hugo Dos Reis— Canadian Mortgage Professional Magazine (@CMPmagazine) September 14, 2023
Founding Partner & Mortgage Broker at Vine Group. https://t.co/StpDDYTvxn pic.twitter.com/MA5fjNm5D1
This has become even more crucial due to the remote-working revolution opened up by the COVID-19 pandemic.
“You could have an agent in British Columbia working in Ontario, you might have an agent that’s on a holiday in Mexico, [but] they still want to be in the training, they still want to be in the loop,” Hogben said.
“And to be able to participate [even when you’re] outside of the country is really important. So I think technology allows us to emulate an experience over and over again, for these people.”
However, Hogben also called on mortgage professionals to view advanced technologies as just that: tools to make work easier, not replacements for the actual legwork expected of an agent or broker.
“Anybody that you talk to is not going to answer the phone when ChatGPT calls; they want you to call,” Hogben said. “And I think the best way to build a relationship is still connecting with people to build trust. But we have to use technology in order to enhance the experience.”