Articles by Casey Cunningham

From HW Magazine

Bridging the great generational divide

How to develop the next generation of top producers
Our industry is at a crossroads. As our most experienced mortgage professionals enter into retirement, who will fill in the gap? The time has come to hire new talent. If the mortgage industry is to move forward, it will be because new professionals step into the roles that a retiring salesforce are leaving vacant. 
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From HW Magazine

Inside the mind of a top producer

Lori Richardson invests in education for herself and her clients
No matter how much success they have attained, true top producers are passionate students of their trade. This is true of Lori Richardson, vice president at Cornerstone Home Lending.
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From HW Magazine

Key strategies for retaining business

Giving customers a "wow" experience brings them back for more
Acquiring a new client can cost as much as five times more than retaining a current one. By reducing their customer defection by just 5%, loan officers can increase their profitability between 25% and 125%. If they are not working diligently to retain their current customers, lenders are leaving money on the table.
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From HW Magazine

Convert leads like a top producer

Speedy first contact is critical to beating the competition
Most mortgage professionals know that the client feels a sense of loyalty to the first person they speak with. When they establish themselves as the first contact, loan officers gain a critical sales advantage. In fact, speed-to-call is the single largest driver of conversion for new customer leads.  Studies show that returning a call from a new customer within the first 30 minutes produces an average of a 62% increase in conversion rates.
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From HW Magazine

Inside the mind of a top producer

Todd Hennessey outlines the details that make all the difference in customer service
After college, Todd Hennessey started to realize he inherited his mother’s knack for selling. His track record shows that this realization was accurate. So what is the secret to his success? Does he employ complicated sales strategies or elaborate marketing campaigns? Actually, the answer is much simpler. For Hennessey, business comes down to a tried-and-true philosophy: relationships come first.
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From HW Magazine

How to lead a productive sales team

Employee engagement leads to performance
The Corporate Leadership Council recently conducted a study on the effectiveness of employee engagement in American business, surveying over 50 industries and 50,000 employees. The results prove what great managers already know: there is an incredibly strong correlation between employee engagement and performance.
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From HW Magazine

How top producers leverage social media

Lenders now have a direct line to clients

In the past, loan officers have relied primarily on referrals from Realtors for new business. Now, top producers like Cindy Laffey are using simple methods to get their names directly in front of potential clients. She explains, “We post pictures of every closing and tag our real estate agent, referral source, the buyers and their business pages. It goes on and on. That’s really getting a lot of activity and getting me a lot of exposure.” 


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From HW Magazine

The importance of recruiting new loan officers for today and the future

New energy and excitement has its advantages
Our industry is at a pivotal point as today’s average loan officer reaches their 50s. In the next decade, approximately 200,000 of these professionals will enter retirement, leaving a massive hole in the market if the next generation does not start stepping into their shoes. As mortgage professionals, we must collectively prioritize finding brand new originators if we want our industry to prosper over the years to come.
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From HW Magazine

Top trends bring focus back to customer service

Borrowers are looking for more than just the lowest rates
The number of satisfied customers begin to drop dramatically as loan officers become less communicative. When a customer has to call a lender for a status update, the customer satisfaction rating drops to 65%. And when the customer doesn’t receive a checklist for completing the loan at the beginning of the process, their satisfaction rating sinks down to 57%.
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