Using the Information You Already Have

JAN 21, 2014 3:14pm ET

I recently celebrated a birthday and in my emails got the usual greetings and bonuses from the expected sources (that is, retailers I had previously given this information to).

However I got one from one very unexpected source: the dealership where I have my car serviced.

It was unexpected because I never had any reason to give them my birth date. While I had purchased a car through a predecessor of this dealer in the past, the last two cars I purchased where from dealerships I had other ties with (namely one sales person is a friend and the other is a spouse of my wifeís co-worker).

Then I realized they were probably able to get the information from the repair records for the brand.

The reason I bring this up is I didnít hear from, nor have I ever heard from the loan officer who did my last refinancing on my birthday. It is easier for him to get access to that information but he has never capitalized on it.

I have heard plenty of mortgage sales trainers say this: take advantage of the information on hand (from the loan application) about your past clients because it is a great, personal, marketing opportunity.

Speaking of information, Origination News is starting to gather data for its annual survey of loan officers. From this survey we generate our list of the top 200 loan officers by volume for 2013. Even if you don't feel you have done enough volume to qualify for the list, please fill out the survey. Every person who submits data gets a free subscription to Origination News. Visit http://www.originationnews.com/losurvey to access the submission form. Completed surveys are due on March 8. The Top 200 list will appear in the April issue of Origination News.

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