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The Best Place to Focus if You Want to Grow a Thriving Mortgage Business

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I often write about the myriad things you should do to grow as a mortgage professional (like networking, working smarter, and marketing) but this week I wanted to whittle that down to the one place that needs your focus above all others. It’s the thing that allows you to build your brand, earn positive reviews, and generate referrals — the client experience you provide. From a prospect’s first interaction with you through to their closing (and beyond), if you can give them a highest-level experience, you’re setting yourself up for greater and long-lasting success. Here are a few ideas to help you improve your client experience:

Make a Personal Connection

Building trust with borrowers is crucial. They’re looking for a trusted advisor to guide them through what is likely the biggest financial decision in their lives. And the best way to establish that trust is by making a personal connection. This means spending time getting to know your clients, understanding their specific situation and unique concerns, and continuing to strengthen that relationship as you progress. If you’re successful in creating a personal connection, your clients will feel considerably more at ease throughout the process. They’ll trust in your ability to assist them, and they’ll see that you’re truly dedicated to their satisfaction.

Personalize Your Service

Spending time developing a personal connection with your clients makes it very easy to customize your service for each of them. All the additional information you can glean from a real, personal relationship will help you better understand the pace at which your clients need to move, and you’ll be better attuned to the areas where they need further clarification. Even customizing small things like personalizing a template email before sending it or referencing information from past conversations goes a long way to make your clients feel like they’re a top priority. The more you strive to avoid a generic client experience, the bigger impression you’ll leave on your clients.

Make it Convenient

The best way to improve your client experience strategy is to find out how convenient it is. After that, find out how you can make it even easier. The home-buying process can often be stressful, and enhanced convenience can make for a more pleasant experience overall. Think about ways you can offer greater flexibility with your schedule, if you can offer more options for clients to reach you, and any new technology you can incorporate to provide greater ease. You should also make a point of providing frequent updates on progress if you’re not already doing that. The more convenient you make the process, the more impressive your client experience will be.

Ask for Feedback

Finally, if you want to find out where your client experience stands currently, you need to get some feedback from the people who’ve experienced it firsthand. If you want completely honest feedback, an anonymous survey can help make your clients feel comfortable sharing their experiences. Once you’re armed with this invaluable information, you’ll have a much easier time correcting the things that need to be corrected, and improving every facet of your client experience.


Giving your clients a standout experience is the most effective way to strengthen your brand, get positive reviews, and generate streams of referrals. If you stay committed to going above and beyond to provide highest-level service, you’ll be sure that each and every client leaves impressed.


If you’d like to talk more about delivering a top-notch client experience, or if there’s another matter I can be of assistance with, don’t hesitate to reach out. I’m always happy to set aside some time to connect.

Also, 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





This is not an advertisement pursuant to 12 C.F.R. 1026.2(a)(2). This is informational, recruiting material intended for mortgage professionals only and is not for distribution to consumers or prospective applicants for residential mortgage loans. Cardinal Financial Company, Limited Partnership, NMLS ID 66247, is an Equal Housing Opportunity Lender. Corporate Address: 3701 Arco Corporate Drive, Suite 200, Charlotte, North Carolina 28273. Licensing information can be found at: