Illustration provided by SoftVu
Ah, January. Named after Janus, the Roman god of beginnings and transitions. The term originates from the Latin word for door—ianua—presumably because January is the “doorway” to the new year.
And what better time than the month of new beginnings to talk about establishing and growing relationships? As you know, making and nurturing relationships with real estate agents is one of the best things you can do to grow your business in 2016 (which we’re pretty sure is one of your New Year’s resolutions). But experience has taught us that making those connections can be quite a challenge. Especially when:
- you and the agent are located in different cities
- agents tend to lack trust in online lenders
- agents frequently steer buyers to a buddy lender down the street
So how can you put your best foot forward and begin mutually beneficial relationships with agents who don’t know who you are? To answer that question, we’ve listed five relationship-building fundamentals we keep in mind when creating a Realtor® Relationship Program.
- Trust is one of the most important elements of a relationship, and must be earned over time. That’s why it’s best to introduce yourself to agents in a sincere, straightforward, non-transactional way—so each agent feels valued and recognized as an individual, and not just a name or number on your prospect list.
- Overcome apathy by creating a consistent and engaging experience for the Realtor®/agent over time. Make your communications a good mix of transactional, informational, and emotional messages so you stand out as someone who is focused on the agent’s needs.
- Reinforce your commitment to his or her needs by responding to feedback in a timely fashion. Listening is, after all, at least 50% of good communication.
- Make sure you’re always sending the right message to the right person at the right time. It’s nearly impossible to make a positive connection if the messages you send have no relevance to the agent at the time they’re received.
- Track results so you know which agents are engaging with which messages. Building strong relationships requires consistency, and communications may need to be adjusted and refined to make sure you’re staying relevant.
Not surprisingly, there are a number of variables—in addition to the fundamentals listed above—that go into crafting a successful relationship-building initiative. That’s why it’s good to have SoftVu help shape your program and optimize each variable to get the best results.
There’s no time like the present to get started. After all, the sooner you begin, the sooner the month of new beginnings will help you create a year full of opportunity. (We think Janus would be pleased.)
The end of the year didn’t cause much change for the Mortgage Top 10. It’s a familiar bunch of faces, with newcomer aimloan.com popping back in to say hello at number 10. Six of the top 10 companies had an increase in unique visitors last month, which is definitely a nice way to close out 2015. With a whole new year just beginning for our industry, we’re looking forward to seeing what movement 2016 will bring.
As 2015 wrapped up, open rates stayed fairly consistent across the board, and overall click-through rates trended slightly downward (except for Costco, which leapt from 19 percent to 27 percent). Considering all rates had increased the month before, we’re pretty cheered that consumer interest held steady through the holiday season. With 2016 now upon us (and knowing that the Fed has increased interest rates), it’s a good time to let your customers know that now’s the perfect time to grab a great rate.
See the full post and archive here.
*Delivery: Percentage of attempted message sends that successfully deliver.
**Open: Unique opens divide by total delivered.
Although every attempt has been made to ensure the reliability of the information contained herein, some inaccuracies may exist. For this reason, SoftVu neither assumes responsibility for nor certifies to the accuracy of any of the reported data. Further, the data does not indicate approval or disapproval of any particular institution’s performance and are not to be construed as a rating of any institution.