Cinch's Suvidh Arora on how a relentless customer focus breeds success
Treating clients like family has allowed Suvidh Arora, founder and managing director of Cinch, to find rapid success in the mortgage industry. That ethos also earned Cinch recognition at the 2021 Australian Mortgage Awards as Brokerage of the Year (1-5 staff) Excellence Awardee.
Arora said the recognition meant a lot to the Cinch team.
“The team’s been working really hard over the last couple of years, especially given the circumstances with the pandemic. It meant a lot to each and every individual that their hard work has been recognised by the industry – especially because we put our hearts and souls into serving our clients,” he told MPA. “To be able to showcase it in terms of some validation has obviously boosted morale in such tough times, and we’re looking forward to the next year with even more energy.”
Arora entered the mortgage broker space relatively recently, but his focus on customer service has already made him a force to be reckoned with.
“I personally have been a broker for about five years. I started as an investment banker in the finance industry, then decided to start something on my own,” he said. “I became a solo broker, then, somewhere around 2018, I decided to partner up with a few friends who were already mortgage brokers and start what we now call Cinch. We’ve gone from strength to strength. We’ve only been around for about two and a half years, but we’ve been registering growth of around 150% year on year every year. Our focus is just on making sure our clients get a really, really good experience. We don’t focus on being really ‘salesy’ – we just go out of our way to help our clients, and that’s seen us go from strength to strength.”
That customer-centric ethos has been the secret to Cinch’s success, Arora said.
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“I keep coming back to customer service … which has really been the key ethos behind us building this brand. We are very, very customer-centric,” he said. “We’re always looking to find a solution for our clients where other people would just give up, going out of our way to ease the doubts in their minds – especially because a large chunk of our client base are first-home buyers, who obviously have a lot of questions, who need a lot of hand-holding. They’re very nervous about certain aspects of the buying process. So we do go out of our way to help them at each and every step – even going to open houses with them so they can get a good feel of … what to look for in a property. … We just treat them like family, and that’s helped win a lot of trust with our clients.”
