MReport: Unleashing the Power of “Hyper-Relevance” in Mortgage

Total Expert Chief Customer Officer Sue Woodard was featured in MReport.

Technology won’t replace the loan officer, but the loan officer who’s using technology will replace the one who isn’t. We know that thanks to data from Fannie Mae: 72 percent of people prefer to fill out a mortgage application online and 65 percent prefer to have a human explain terms and answer questions. In other words, people want the convenience of tech and the trust of human relationships.

Loan officers should want the same thing. By tapping into the right technology, loan officers can achieve what’s called “hyper-relevance:” the ability to become a trusted advisor by delivering the right message at the right time to the right person via the right channel. The ability, in other words, to win customers for life. Here’s how.

Read the full article on theMReport.com.