First Impressions

Whether good or bad, first impressions have a lasting impact... and in our industry good impressions can often lead into strong referral relationships.  What is the first impression a new client has of you as they come to your office?  Here are a few tips:

• Have a clutter-free reception area.  This includes desks, tables, and copy and mail areas.
  
• Instruct your receptionist to greet each person cheerfully and when people are in the waiting area, to keep her phone conversations upbeat and positive.  Negativity from ANYONE in your clients hearing range reflects poorly on you.
  
• Offer clients a soft drink or water.  Consider having a jar of candy.
  

• Have a few magazines in the waiting area. Preferably ones like Money, Time, Newsweek.  Magazines such as People and Entertainment Weekly may be more interesting, but remember the image you are striving to reinforce.

• Be prepared.  Don't over book yourself. Have a few minutes between appointments to get things ready for the next client.  Making a client waits does not make you seem busy and successful, it just makes you look inconsiderate.

• Have quiet books, games or coloring projects for children.  If parents are busy entertaining their children, they will be less likely to hear what you have to say.

• Be upbeat, positive and most importantly, friendly.  Look for things you may have in common to help establish rapport.  Take very little time on this - they came to get information, not necessarily make a new friend.  But that is exactly what you want to accomplish by the end of the meeting, just do it casually.  Forced is never good.

• Remember to have empathy if there is a difficult credit, asset or income situation that might make it difficult for them to obtain financing at that time.  At some point, they will be able to get a mortgage and you want them to remember you favorably.

Consider each client to be worth $25,000 over 10 years.  Between the potential loans they will do with you and the referrals they have the ability to send your way, you are guaranteeing future income with your first impressions.

Comments

[Daniel Crawford]

Great post! We actually have a board by our receptionist with a list of the appts coming in for the day. People like to see their names and it creates the feeling that we are very prepared for them. We are always looking to make the experience top notch each step of hte way.

[Mark Green]

Hi Bliss, I've been reading your blog and really like it. This particular article struck me because I still remember the first time I visited Scott Evans' office (he's an Atlanta-based mortgage broker).

Like Daniel said above (thanks for stealing my thunder Daniel!!!!), I felt really special seeing my name on the board out front. It made me feel like I wasn't just another appointment.

Oddly, my name was the only one on the board, but I know for a fact that Scott has people coming in and out of the office all day. So what I think happens is that he has his receptionist change the names on the board during each appointment.

I felt like I was the only person that mattered that day. Haven't seen anyone do the same since (and that was over 3 years ago).

[Alice Winter]

Hi Bliss – I love your marketing tidbits. Keep them coming