A Personal Dilemma

For the last few years, I’ve struggled with a fundamental flaw in my business. I sell service. I provide a phenomenal process for my clients. We communicate incredibly well with all parties involved. I have 24+ years of experience that I use to counsel homeowners and homebuyers on the best way to use their resources to finance their homes and try to help them do that in a manner that meets their lives’ overall financial goals. My referral partners know this and know that we navigate the process in a manner that gets our clients to closing efficiently.

But, in the end, my borrowing clients are ultimately buying a commodity – a mortgage. Sure, they are concerned about the service they receive, but ultimately the customer’s decision is based on the product they will receive. They want the best deal (the rate and fee combination that the mortgage I sell offers). So there is a disconnect.

What I’m selling, superior service, is ultimately not what the customer has as his or her number one priority. It is important, but if my product is not better than those selling the same product, my sale is in jeopardy – regardless of the level of service I provide.

So what can I do about my dilemma? I think I have a solution – be sure to tune in to next week’s update….

Have a great week!