Have you ever noticed that some of the loans you close with little or no deviations and very little effort are some of you happiest customers while many of the people you cut your price and bust your butt for are you most unhappy customers?

It happens all the time in our business and the sooner you realize why, the better off you will be.

The reason for the imbalance of price and customer satisfaction usually comes down to just one thing.

Did you control the customer or did they control you?

Future referrals come from people who do not only like you but also see you as a professional/expert. In other words if they don't like you and respect you, no referrals will be forthcoming and the complaining can start very early in the loan process!