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How Can Loan Officers Inspire Loyalty in Their Clients?

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Do you know the best way to get enthusiastically positive reviews, regular referrals, and repeat business? Loyal clients. You probably knew that, but do you know how to inspire loyalty in your clients? This is a question that every loan officer needs to ask themselves. Some LOs don’t put much emphasis on earning loyalty with clients, and probably because if we do get repeat business, it comes years (and maybe decades) later. But even if we might expect a client to need our services again in the near future, we can’t afford to undervalue loyalty. As I mentioned above, loyal clients will help you earn rave reviews (more on the importance of client reviews, here), they’ll refer their family and friends to you, and if those past clients ever need a loan officer again, they won’t think of calling anyone else. It takes some time and effort, but here are some ideas to help you inspire loyalty in each and every client:


Loyalty comes from trust, and to successfully earn your clients’ trust, you need to be authentic. Creating a personal connection with your clients is the first step in forming a real relationship. This doesn’t mean relaxing your professionalism, it just means being true to who you are. If you’re overly formal, too sales-y, or try to portray a different image of yourself, you’re not going to have much success putting your clients at ease. Your client wants to work with a real human being that they can relate to. And one who genuinely understand their needs.

Exceed Expectations

Think for a moment about the businesses you’re loyal to. It could be restaurants, the only guy in town you trust to work on your car, your favorite coffee shop — you get the idea. It’s probable that you chose these people and places because they stand out to you above the rest. This is precisely what loan officers need to do for their clients. They need to set themselves apart from everyone else in order to create a memorable experience that inspires loyalty. The best way to do this is by going above and beyond for your clients. Instead of a conveyor belt that moves clients through the borrowing process, you need to demonstrate your true commitment to your clients’ satisfaction. In turn, you’re rewarded with their loyalty.

Provide Value

Another way to create an exemplary experience for clients that inspires their loyalty is by offering more than just a service. Think about how else you can provide value to your clients. Here are a few: educating them, sharing useful resources, writing and posting relevant content. Any additional value you can provide increases your clients’ appreciation and makes them more motivated to work with you again and send their family and friends your way.

It’s a Relationship, Not a Transaction

The way you view your clients plays a crucial role in every aspect of your experience with them. If you’re rushed and treat clients like it’s just another transaction, you’re not likely to earn their loyalty. Rather, approach your connections with clients as real relationships. This brings a fuller, more meaningful quality to the interactions and helps show clients that you are wholeheartedly on their team.


If we want clients to return to us in the future, leave us glowing reviews online, and tell everyone they know about us, we need their loyalty.

If you’re considering a move, we have some terrific opportunities for loan officers, sales managers, and branch managers that I’d love to discuss with you.


Don Riggs

VP – Retail Market Leader

NMLS 132702




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