Articles by Casey Cunningham

From HW Magazine

Building a culture of excellence

How to drive performance in an era of declining profitability
It has been proven time and time again that companies that make an investment in workplace culture attract the industry’s best talent and achieve greater success. For leaders who want to see their business grow to the next level, the solution is to focus on building a great culture — a culture of excellence.
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From HW Magazine

Elevate your underperformers

With training and accountability, they can turn around their performance
As I have spoken with CEOs around the country, I’ve found that one of the most challenging problems leaders are facing in the industry today is uncertainty about what to do with underperforming loan officers. These are the LOs who are not generating significant business or contributing to the greater success of the company. Managers need to quickly develop these underperformers into successful originators, but many are not sure where to begin.
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From HW Magazine

Why do some mortgage professionals fail in their first year?

The factors that convince loan officers to leave the business
The 2017 Retention Report from Work Institute states that 34% of all turnover is from first-year employees. Additionally, a 2014 study across multiple industries from BambooHR states that roughly one third of employees quit within the first six months of starting a new job. Out of these, 16% to 17% quit within their first three months. That means one out of six employees lasts three months or less after accepting a new position. 
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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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