How To Sell A Subprime Mortgage Part Three: Taking The Application.Posted: June 23, 2009 | |
Writing these blog posts has been difficult. It has forced me to look at 25 years in sales and ask myself If I have been doing the right thing. Working for Aames was not the right thing to do, and I wonder why I never realized that before. The biggest wrong I committed, while working for Aames, was convincing myself that I was helping people. Any help I may have given my customers was purely short term assistance. Many of my customers who were granted lower interest rates were given three years fixed mortgages. After three years, their interest rates went variable. Very few of those loans had ceilings. The logic behind this was it gave them a chance to fix their credit so they could refinance again before their mortgage rates went through the roof. In actual fact we were being too optimistic. Between outsourcing and salary stagnation, chances were that in three years those people’s credit were in worse shape than ever. Then after three years their mortgages went through the roof.
Belief is a very strong factor in any sale. If the salesperson does not believe in the product, neither will the customer. There were just too many reps who did not believe in what they were selling. That should have warned me that something was wrong. I knew one salesperson who sold through intimidation. He specialized in single female home owners, and subtly threatened them into signing. Then he grabbed the commission check and ran to another company before the hammer came down. I knew another salesperson who specialized in single male homeowners. Her usual working clothes was a leather mini split up to the waist at the side, and a very low cut top.
Despite these signs that things were totally wrong, I continued to believe in what I was doing. Conviction is more than half of sales. An effective salesman believes in what he is selling or is a good enough actor to truly make the customer believe in what he is doing. It occurs to me that there are many more actors in sales than I originally thought.
Conviction was the difference between getting the application and credit report or not getting the application and earning the wrath of Aames. Aames had a lot of really idiotic rules, but one of the worst was their insistence on running credit reports for all customers. I had more than one customer offer to fax or email me their most recent credit report. Later, I would work for companies that were fine with customers faxing their credit reports. However to complete an application for Aames you had to run the credit report, and in order to do that you had to get the customer’s social security number.
To this day I am amazed at the amount of people who gave me their social security numbers over the phone. I always left the social security number for last. I would get the customer on the phone and we would talk a little bit and I would talk him into giving a phone application. I specialized in calling people with high interest variable loans, and they were desperate to get out from under. It was easy for me to get them to apply. The biggest objection I had to overcome were the people who had tried over and over again and kept getting turned down. I usually gave them a pep-talk. I encouraged them to take one more chance while mentioning all the people with shaky credit that Aames managed to help.
I always started with the basics. I would ask their names and addresses and get them talking about their homes and their mortgage woes. I would make appropriately sympathetic sounds as they volunteered the information I needed to put on the form. Once in a while I had to give them a little help. Older people had no idea of the market value of their homes. Generally they made me put a too low value on it. By the time I reached the end of the application, I was an old friend. That’s when I asked for the social security number.
About one in three just gave it to me. Not only did they give it to me, but called their spouses at work to get his or her social security number since I needed to pull a joint credit report About two out of three customers gave me a hard time. This is where belief comes in. I promised them that they were in no danger, their credit scores would not go down and their identities were safe. When I realized that too many credit hits would bring down a customer’s credit scores, I stopped promising that. I would estimate a safe time to pull their credit scores and schedule them for a call back at that time. You would not believe the amount of crap I had to live through when I was caught doing it. The Regional or district manager who caught me backing out on an application would lecture me mercilessly. My job was to get the application and not to worry about the state of the customer’s credit. So when I got the occasional person who was just not going to give me his social security number, I made it a point to argue with them when the brass was listening. It made me look good.
I was very careful with personal information. I would shred my notes and make sure that my copies of the applications were put safely away where nobody could get them. I was the only one. Everybody else just put their notes in the trash and old applications and notes were available for anybody to rifle through and pull out and use. These notes not only included the social security number but birthdays and addresses. Everything you needed for full scale identity theft was in that office. It only recently occurred to me that there was an entire room full of filing cabinets which was never locked and anybody could go through and pull out whatever information they wanted.
That was what I did for Aames Home Loan for a forty hour six day week. Most of my applications were rejected for various reasons. The most common was bad credit. Unlike other companies, Aames was very careful of the credit scores of the loans they accepted. That meant that most of Aames’s customers could have gotten a better deal elsewhere So the beginning of my month would see about two dozen loans in my pipeline but on a really good month, only two or three would fund. Somehow that was my fault for finding the wrong customers. In Aames Home Loan, failure was always an underling’s fault.