Photo Source: Flickr (Lucky Penny Cakes) Before I became a Mortgage CRM guy, I was just another borrower.  I remember distinctly a conversation I had with the loan officer I was using to finance a home in 2002. Like many consumers, I’d been screwed in the past by an unscrupulous mortgage professional.  Hey, unfortunately, it happens. I’d been referred to this guy by our builder.  He certainly seemed to know his stuff – but still, I wasn’t 100% comfortable with the process.  Rates were highly volatile and I wasn’t sure if I should be floating or locking.  My loan officer didn’t seem to have much of an opinion on the subject, which created even more uncertainty.  I’ll admit it, I called him about 3x over a 10-day period to try and elicit his advice.  During one of our conversations he told me something that still resonates to this day: “Mark, there are three things I have to offer:  price, service and ______ .

Why Can’t Your Clients Have Their Cake and Eat It Too?