Predictive Behavior Scenario - MBai39 - Script & Playbook

Alert Background:

This contact meets the minimum credit criteria set by your organization, and they have had one or mortgage inquiries in the past eight months that don't appear to have resulted in a transaction yet. This is typical behavior for many borrowers. First-time home buyers, for example, often have multiple mortgage inquiries over a year before they accomplish what they set out to do. For refinances, various issues can keep them from getting a deal done. However, they will eventually get it done once they have the intention. Being there for them as a problem solver will help you gain their business. 

Script Example:

This script is one example; feel free to make it your own and communicate the message in your own words. 

"Hi (First Name),

It's (Your Name)." 

Make the Connection: At this point, you want to remind them of how you know each other. This will change the tone of the conversation from a cold call to a warm call. For example, if you spoke to them about buying in the past, bring that up. If this is a contact that an agent provided to you, let the client know the connection, for example:

"We spoke a year ago when you were looking into buying a home..."

OR 

"I was introduced to you by (Referral Partner Name) a year ago..."

OR

"We worked together at ABC Co. a few years back ..."  (you get the picture, right?)

Now that the conversation has relevance, it's time to start talking about them...

"You may have seen the letter or email from me recently; my system periodically reaches out to clients in the market for a mortgage, and your name popped up, so I thought I would give you a quick call. How have you been?"

Let them talk, and ask follow-up questions that will get them talking about their plans, for example... 

"Have you been looking at any new homes recently?"

"Do you have any housing or mortgage questions I can answer?"

Give Value: Let the conversation continue from here, with you asking questions about them. Let them tell you how you could help them. People don't want mortgages; they want homes and solutions to life events. The more value you can give, in the form of insight or answering questions, the more likely they will open up and have a meaningful discussion.  

Differentiate Yourself: Talking about rates and terms will put them to sleep. Rates and Terms will sound very similar from one lender to the next. Tell them how you are unique compared to other lenders and why you like helping find their dream home and solve complicated mortgage problems."  

Possible Next Steps:

The borrower is interested in refinancing in the next 1-3 months:

• Answer any questions they have and tell them you will put together a comparison. 
• Send them a follow-up email so they have your contact info on hand.
• Ask them their preferred communication channel: phone, text, or email. 
• Keep in touch often through the process.

The borrower is interested in selling or buying soon: 

• Answer any questions they have and tell them you will follow up and help them get pre-qualified for their next transition. For example, ask when would be an excellent time to get them a pre-qualification letter.
• If they don't already have an agent, ask them if it's ok if you introduce them to a good agent you know and trust! The sooner you do this, the less likely they will find an agent you don't know.
• If possible, make an introduction to the agent so the client has a warm intro and the agent knows that the referral came from you. 
• Keep in touch often through the process.

The borrower isn't quite ready but thinking about a refinance or purchase, maybe within the next 4-8 months or if rates decrease: 

• Send them an email thanking them for the time and let them know you will check in in 30 days or if rates decrease. This will ensure they have your contact info if they have any questions along the way. 
• Set reminders in your CRM to follow up with an actual check-in email or call once a month or if rates decrease.  

The homeowner isn't interested at this time:

• Send them an email thanking them for their time, and leave your contact info. 
• Add them to your value-driven nurture campaigns in your CRM. 
• Set a reminder to follow up if rates decrease.