Most Credit Unions do some sort of membership survey. Some are big proponents on the Net Promoter Survey (NPS) and others like Member Satisfaction Surveys. Either way, it’s a way for a Credit Union to understand how it’s members feel about using the Credit Union.
I’ve seen some Credit Unions take it to the product level where they ask new mortgage borrowers specific questions about the mortgage process and closing. What I haven’t seen is getting feedback from your members about the Realtor used to help them buy their new home.
This just might be a great idea. If you want to build purchase business and you believe that a Realtor can drive business to you or away from, wouldn’t it be helpful to understand what your members thought of the Realtor they dealt with?
Here’s some thoughts….
1. Would you recommend this Realtor to a friend, family member or colleague?
2. What could the Realtor have done to increase the likelihood of your referring them to others? (Note: Questions 1 and 2 are classic NPS questions)?
Other questions might include satisfaction with the level of knowledge, response times, ease of working with, and overall satisfaction.
These results could be used in a variety of ways.
You could create a “seal of approval” from the Credit Union for Realtors that meet certain standards. Then create a 10 Top Realtor list to provide to members who aren’t yet working with a Realtor. Could you get Realtors interested in getting on this list?
When you get a good survey, you could send a hand written note to the Realtor’s broker to say what a great job the Realtor did. Who doesn’t like it when someone tells their boss that they did a great job?
You can use it to help Realtors understand how the borrower felt about their service and areas that could be improved. Not in a confrontational manner, but in the manner of a trusted partner.
Surveys to members are a great thing because they tell us how the member fells about the Credit Union. Extend that concept to surveying members about their Realtor and you’ll get feedback to help you be more successful with mortgages – and that’s memberlicious!