We've all known that the foundation for long term success in the mortgage business is having a consultative approach with your customers rather than being transaction oriented. However, some of your past customers and nearly all of your new customers don't view mortgage lending services that way at all.

Their opinion is that they need to call a handful of different lenders and go with the cheapest one as if they were buying a car or a refrigerator.

Do you think these same people would go to a free clinic instead of their family doctor? Would they seek the services of an attorney for the indigent or a public defender if they needed legal help? Of course not. Most of them wouldn't even get a discounted hair cut at the local beauty college!

They all understand the value of quality and expertise but not in the mortgage business because they view a mortgage as a one time transaction that should be awarded to the lowest bidder.

How unfortunate for them because going with the lowest bidder now can cost thousand of dollars in the future or even thousands now if that lowest bid wasn't ethical.

Bait and switch tactics, undisclosed fees and prepayment penalties are just a fraction of what the consumer must be careful to avoid and you must be careful to educate them on those and the benefits of our services which extend far beyond their closing.