In any sales profession, following up with leads is a key part of the job. It helps us maintain a flow of new business into our sales pipeline. Though following up may seem like a simple task, top loan officers know that it’s an important part of their business strategy. Unfortunately, there are many mistakes that can slow that flow. And often, we don’t realize we’re making them until they’ve caused damage to our results. The more aware you are of these mistakes though, the better you can avoid falling into their trap. So, when thinking about your follow-up strategy, keep these common errors in mind:

Persistence

Errors in persistence can go in either direction, with some professionals being too persistent, and others not being persistent enough. It’s a delicate balance, and if you’re just winging it, you risk missing out on new clients. Too persistent, in the form of reaching out too often and leaving multiple short messages asking for a callback, can quickly start to annoy your prospects, while not reaching out enough after your initial connection can let the opportunity slip away. Though the balance will look different for everyone, it’s important to remember that it’s just that — a balance. I’d recommend creating a follow-up plan that specifies how frequently and how many times you follow up and what type of messages you send. It’s also important to have a system that allows you to track your outreach with each prospect to ensure that you’re following your plan.

Value

This is a massive mistake when it comes to following up. We’re busy and have countless other demands on our lists. This can make it tempting to just leave a quick voicemail requesting a callback. While this might be a stage in your plan at some point, it shouldn’t be your only type of follow-up message. If loan officers want to get a response, they need to think about how they can communicate and offer value in their follow-up messages. Maybe you reference a specific need of the client and offer to walk them through their options. Perhaps you send them an article that pertains to their situation. When you use your follow-up messages as a way to create value, you help prospects see the benefit of working with you. Rather than just another message in their voicemail or inbox, your follow up is useful to them. They see that you have something to offer, and you give them a reason to call you back.

Mindset

While we need to think about following up with each individual client, we also need to zoom out and think about the process in general from time to time. Even if we’re putting in the effort and sending tailored messages, some leads may go cold. It’s a natural part of working in sales. When this happens, it’s important that loan officers don’t allow one lost lead to disrupt their motivation. Loan officers need to keep a positive mindset and trust that if they have a strong strategy in place, their efforts will pay off. Don’t allow one disappointment to sabotage the rest of your efforts.

Following up with leads is an important part of a loan officer’s work. If they want to grow a successful business, they can’t afford to allow common mistakes to slow them down. What are some other follow-up mistakes that you think can hold back a loan officer’s success? I’d love to hear your thoughts.