I often talk about showing mortgage “leads” the respect of being a “customer inquiry” or “Internet referral.” But, maybe Seth Godin’s suggestion of calling them “Citizens” would be even better.
The Top Line (that’s right the revenue part) is that you should be treating consumers in all of your channels include Internet mortgage leads as opportunities to build respectful, trusting, valuable, long-term relationships. Perhaps the first step in changing what you call them?
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