If you’re like most people, you’ve had the experience of purchasing a product or service that was absolutely ordinary. It wasn’t a terrible experience–you didn’t feel angry enough to leave a negative review, file a lawsuit, or even ask for a refund. But it also wasn’t an amazing experience–you didn’t feel compelled to leave a good review or to spread the word to your friends and colleagues about the product or service. It was just a simple transaction. There was nothing special about it. It just met expectations.
Even though these kinds of transactions happen quite often, you’re probably struggling with thinking of a specific occasion and you aren’t likely to remember the name of the company. Why? Because they’re so forgettable. Nothing sets them apart. They lack that something extra that keeps bringing them to the top of your mind. Companies that merely meet expectations are not companies that we deliberately return to. We only become loyal to companies that blow us away. Good enough simply isn’t good enough.
Now, consider this truth as a leader in the mortgage industry. If all you do is offer great rates and the same sort of service that other companies in the industry are offering, how can you expect people to remember you? It isn’t enough to meet expectations. That’s how you become forgettable. No, to be remembered, you have to exceed expectations. You have to go beyond the obvious. You have to blow people away with your extraordinary service. Otherwise, you will be forgotten. So, ask yourself: what creative angle does your company offer that gets peoples’ attention and compels them to come back to you in the future?