Slow and steady wins the race, the saying goes. Becky Sandiland, of First National Bank of Omaha has built her business by embracing a long view and taking time to work through loans that other mortgage bankers might reject for the time they will require.
The approach suits her region, an economically strong city in the heart of the country, which also tends to be more financially conservative. Understanding this dichotomy and the values her average homebuyer is likely to hold positions Sandiland for longevity in her market.
This is Sandiland's first appearance on the Top Producers list. Last year, she originated 260 loans for a combined dollar volume of approximately $42 million, ranking her No. 287 on the
Tell us about your most creative or successful marketing strategy. How did you come up with the idea? What were the results?
I give a personalized gift for every owner-occupied purchase closing. It has their last name on it with the quote, "Home is where our story begins." Customers love it and when they hang it in their home, their friends and family see it and ask where they got it and that leads to a conversation about me. I have found that customers also share them on social media and often tag me in the posts.
What's unique about the local market that you serve and what do you do to address those needs?
In Omaha, we have a strong economy. The state has the second lowest unemployment rate in the country, but we still have a conservative financial mindset. Understanding that about our customers is important. When I advise customers, it is only after I discuss their comfort level with the circumstances they are in. Additionally, while some customers want the ease of automated services, most of my customers want personal, human service. Getting to know my customers and having personal conversations do take longer but I feel this level of service is key to success in my market.
Tell us about an unusual or difficult loan scenario and what you did to ensure a successful closing.
There have been many unique situations over my years in business. While I am certain I could provide details on them, I'd like to be more general. I seem to frequently find customers that have talked to other lenders that told them "no" or gave them just one option. When I review the file and discuss details, I offer suggestions on what could be done differently. These conversations often end with "why didn't they tell me that?" which I can't answer for fact. My opinion is that so many loan officers are transactional. They review a file and say "I can't get a loan today" so they move on to the next deal. By investing a little time today, I get a loan in a few months. And guess what — I will still need loans then so my time was well-invested.
What do you know about the mortgage business now that you wished you knew when you started out?
For years, my biggest weakness was trying to be everything to everyone. I am not sure when it actually happened, but I had to learn to say no. Maybe it was hearing industry marketing expert Jim McMahan say, "There are enough people who will do business the way I want to do business that I don't need to do business with those that won't."
Who is someone in your life, either personally or professionally, who helps contribute to your success?
I have been fortunate to be influenced by many people over the years. I have colleagues that taught me much of what I know about this industry. However, my mother gave me my work ethic and a never give up mindset. She taught me by example. It is not uncommon for me to be in a situation and think, "My mom would tell me..." and it motivates me to push through a difficult situation and or fight the good fight when necessary. This comes without me even having to call her. What she taught me in my youth is now engrained in my DNA.
