Whether you are cold calling or following up with past loan modification leads, one of the main keys to your success is having a great sales script. Even those who have been in the mortgage industry for years can find this a daunting task, but there are a few things that anyone can employ to ensure that their call script will get the desired response.

Each call script needs to focus on specific attributes for it to be a success. Here’s what you need to know to write your own, or to modify a script that may not be working as well as it should.

Sales Script

1.    Benefits Are the Main Focus. In copywriting, this is referred to as WIIFM, or What’s in it For Me? This is the main focus on your sales script and these benefits need to be made clear. You should lead off with a benefit, and then follow it with the immediate solution that will help the consumer achieve that benefit.

For example, if your mortgage business is assisting consumers in getting a refinance from their bank, and your leads are nearing foreclosure, the obvious benefit would be to stop that foreclosure from happening, and then segue into how you are going to make that happen for them.

2.    Modify Your Script to Suit the Lead. You can’t have just one sales script, particularly if your business helps a variety of different consumers. Each one will need to have the benefits and approach honed for that unique situation. Although this does require extra work, building custom sales scripts will help you reach your goals.

You can use a main script that will have the elements necessary, and then take that one and modify it slightly for each branch of your business.

3.    Does it Read Well? Your call script should not read poorly, and in fact, it should sound as though you are actually talking off the cuff, not reading from something that is prepared. Consumers are savvy and they are not interested in being treated as nothing more than a lead.

Practice your script until you can make it sound like a normal conversation. If necessary, modify words and phrases until it reads very smoothly. If you didn’t write the call script, try putting it into your own words until you are comfortable reading it aloud.

Loan Modification: Cold Calling

Cold calling loan modification leads is a necessary step for any mortgage business and it is necessary to take the time that it takes to perfect your pitch. By doing this, you can see the response rates double or even triple, especially if you are focusing on the benefits that the consumer can reach by using your service.

The main benefit you have is that your loan modification leads are most likely going to be in a situation where they are ready to listen to what you have to offer. Don’t make the mistake of clouding your service in obscurity with a bad pitch.