The other day I was in a real estate office watching a fellow loan officer taking a loan application. The good news is this loan officer was smart enough to take the application in the best place possible to take one, right in the Realtors office.
In next week's article I'll tell you more about the where so stay tuned. But for right now I want to share how horrified I was at what I saw. This originator was wearing a collared short sleeve shirt, khaki pants and nice brown shoes.
All in all he looked respectable. Like the person who would be a clerk in a store but NOT an originator!
What you wear matters! Consciously and unconsciously!
When you conduct a loan application or pre-qualification you are dealing with your prospect's largest financial transaction. Most likely the largest one they will ever undertake. They must have absolute trust and confidence in you.
What you say is IMPORTANT. But first impressions are the most important ones. Each of us looks at a person and makes a decision about them in the first 10 seconds. It doesn't matter whether that decision is accurate or even fair.
Don't be fooled by the "Don't judge a book by its cover" nonsense. We all judge books by their covers! You do this. I do this and so does everyone else. You only get one chance at that first impression.
Now imagine for a minute you are on trial for a serious crime you didn't commit. You have hired what you believe to be the best attorney in town. Trial day has arrived and he rushes in with khakis and a short sleeve collared shirt on. He looks more like a golfer than an attorney. Looks like you're going to be spending some time behind bars!
What if the IRS audits you? (I was but that's a whole other story for another time) Your accountant/attorney arrives with all of your documentation. But there's one big hitch. It's Friday and that's always dress down day at your attorney/accountants firm so he's in khakis and a short sleeve shirt with the firm's name sewn on. Better break out your checkbook because this audit's over before it starts.
Judges even wear robes so they are easily identified and shown proper respect.
How you dress even affects your staff and their attitudes. Laid-back attire often leads to a laid-back attitude and office culture.
Be different - be professional!
Look we have gotten beaten up enough as an industry and profession in the news and there is no end to it in site. Much of it is deserved, but much of it is not. But when your buyer listens to radio, watches TV and reads the paper each day all they hear is how evil we are and we are such scammers! Then we appear dressed for a golf game instead of a business meeting and it just reinforces those subconscious thoughts they prospects are already feeling.
BOTTOM LINE: Dress for success. Suit and tie or sports jacket and tie for all the men; professional looking dress or business suit for the ladies. Dress the part and you will instantly add to your credibility, make everyone around you feel more professional and most importantly - EARN MORE COMMISSIONS!
In your next Loan Officer Formula Marketing Tip I will show you that WHERE you take your application will have a big impact on whether you get the deal or not.
Brian Sacks is the CEO of
