Customer satisfaction, timely response key to success: survey

by Donald Horne12 Aug 2015
Leads are crucial for business – but some mortgage professionals are needlessly letting them slip through their fingers, say industry veterans.

“Many professionals have a tendency to get lazy when they are trying to drink from the proverbial fire hose of leads,” says Adam Stein the CEO of LoanTek, who has seen firsthand how many mortgage professionals fall into the trap of not capitalizing on leads in a timely fashion. “These folks have so many leads that if a few slip away, it’s not that big of a deal.”

But it is. And tardiness is inherently a deal killer.

According to a Lead Response Management Study, Wednesdays and Thursdays are the best days to call in order to contact (49.7% over the worst day) and qualify (by 24.9% over the worst day) leads; and Thursday is the best day to contact a lead in order to qualify that lead (by 19.1% better than the worst day).

The odds of contacting a lead decrease by over 10 times in the first hour, and the odds of calling to qualify a lead decrease by over six times in the first hour., according to the latest behavioural research.

Prompt turnaround times for leads found on the web are increasingly the focus for online brokerages, nonetheless continuing to rely on subsequent telephone communications to cement those transactions.

Industry players suggest leads from client referrals are no less demanding: those would-be clients insist on a speedy person-to-person followup with a real-live originator.


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