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What Shopping for End Tables Taught Me About Mortgages

JUL 29, 2014 10:25am ET
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I have been shopping for end tables. I went (and dragged my husband) to at least a dozen furniture stores. I even put deposits down at several of the stores so they could order the tables they featured online but did not have on the floor. 

At least six of the sales people had my contact information, including my email address. But I only got an email follow up from one of them—but I was really impressed with the marketing strategy she conveyed.   

Here is a basic outline of how you can use the same email follow-up technique in your mortgage business which this sales person used. 

  • State when you last talked to or met with your prospects. She reminded me of the date we visited the store
  • Go into detail about what you talked about. She described the type of end tables, the size and the wood finish
  • Review the numbers – price range, down payment, and closing costs. In her email, she gave me a breakdown of the price, including taxes and the delivery charge as she did in the store.
  • Recall "something" from your conversation and include it in your message. We showed her a picture of the sofa and chairs and she mentioned how she thought the end tables would be a perfect match
  • Ask when your prospect plans to make a decision and explain to them how long it would take to process the loan. She asked me when I expected to order and reiterated what she told me in the store, that it would take eight weeks to get the furniture
  • Provide the hours you are available. She provided the hours that she worked, including a side note that she would be on vacation but named another person who would be available to help me.
  • Sign off with a personal note about yourself. She wrote that she couldn't wait until spring arrives to start planting vegetables in her garden

When meeting with a client, it is important that you take good notes. You should follow up by email with your clients right away. I believe that by incorporating this one technique into your client follow-up process, it will result in more business.

What this sales person did took only seven steps. Yes, I ended up ordering the tables from her!

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