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In the Internet leads business we see so much straight selling of products-rates, payments, and terms. In many cases that approach might work. Some borrowers are coming in with knowledge, well researched, and ready to get their deal done. However, most are just trying to get a clue on how to improve their lives or financial outcome.

This is your opportunity. Stop confusing your prospects by rushing in with rates and payments. Start by listening for the financial outcomes they are seeking.

1. Lower debt payments – Everyone wants to have less debt, but most are probably just looking for some relief. That means reducing the amount they have to pay each month to satisfy creditors, and maybe get a little ahead.

2. Increase monthly cash - This is often the outcome your customers are looking for and there are lots of ways to get there. But, don’t start in with loan modifications and debt settlements-start by figuring out where they want their monthly cash flow to be and work backwards.

3. Pay off home early - Increasingly homeowners are getting more conservative. Although they may not be focused on this as housing values continue to decrease eventually I think you will begin hearing it more. People are certain to be living in their homes longer and looking to pay them off sooner.

4. Reduce mortgage payment and sell - A lot of homeowners are starting to think renting is a better idea. This is going to have customers looking for smart ways to sell their homes and minimize payments until that happens. Likewise, many people have to relocate to find jobs. That means they need to minimize their payments as they maintain two households.

5. Increase retirement cash - Many seniors had their retirement nest eggs ravaged by the stock market. Now they need to turn to their homes to increase their retirement income. Talk about what they need to maintain their lifestyle before you rush in and scare them with the reverse mortgage pitch.

Listen first, learn what your prospective customers are looking for in outcomes and then sell those outcomes-using products as tools and examples of achieving their ideal outcome(s).

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