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Designing a Client Experience Strategy

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To be successful, loan officers need to set themselves apart from the competition. One of the best ways to do this? A strong client experience strategy. This goes beyond simple customer service. It encompasses every part of the process, from prospect through to past client. When loan officers invest the time in building an impressive and memorable client experience, they tend to excel. From strengthening their brand to boosting word-of-mouth referrals, this strategy establishes a strong foundation for growth. For loan officers who want to create a top-notch client experience strategy, here are some of the most important questions you need to ask:

What do you want to be known for?

If someone hears your name, comes across your website, or learns of a past client’s experience with you, what do you want them to think about and remember? We don’t always have the opportunity to tell a potential client everything about our business. Often, it’s a few key qualities that truly stick. Loan officers need to harness the power of these traits. When they design their customer experience strategy, these things need to be front and center.

What are the most common needs among your clients?

Your customer experience is all about meeting needs and surpassing expectations. Understanding what your client base is looking for is essential. What are their most common challenges in the loan process? Perhaps you notice many of your clients are pressed for time. Incorporating mobile options where they may be able to sign certain paperwork from home, saving them a trip to the office, can significantly elevate their overall experience.

How can you create value?

Most loan officers offer similar services. To set yourself apart, you need to offer value as well. A great way to do this is through education. This could start with a blog on your website and social-media pages. This way, potential clients who you may not have met yet, are already finding value in you and your brand. With clients, of course, ensuring that they feel well informed throughout the process is essential. And even beyond the closing, sending past clients an occasional note and sharing content that pertains to homeowners as well can be a great way to make that value continue.

Can it evolve?

To truly excel in your client experience, you need to be willing to allow your strategy to evolve. This means seeking out and incorporating feedback. Request clients’ thoughts on their experience, both what went well and what could have gone better. Give them the opportunity to expand on certain areas, and don’t hesitate to ask a few specific questions. The answers you receive can inform your strategy moving forward.


Client experience should be a top priority for loan officers. It influences every part of your business and plays a key role in what your brand comes to stand for. Do you have any more thoughts on designing your customer experience strategy? Please share them with us.