“It’s all about discovering what your client needs, wants and knows about. We can assume many things and one of the worst is our clients knowledge…once you discover this you often find that they think they know about what you do and why, but mostly they have very little knowledge and are just winging it on advice someone may have given them.”
However, the prospect of having to fill out a four page sheet of questions could be a bit off-putting for new borrowers, so Cunningham says it’s important to clearly explain why you’re asking them to do it.
“It’s all about articulating the ‘why’ you are asking and how you go about it, so we do a lot of pre-framing around the question so that they understand the ‘why’.
In the end, he says it’s all about aiding preparation to ensure he and his agents are delivering the right information and advice.
“There is no point going over ground that does not need to be worked on and you want to instead be concentrating on what is relevant to that client.”