How one loan officer is staying ahead of the curve

In today’s competitive mortgage market, it’s more important than ever to stay ahead of the curve. Russ Laing (pictured), loan officer at Vista Lending, told MPA that this approach begins with two things – adaptability and a human touch. 

“We’re letting the client determine their preferred mode of communication,” said Laing. “Updates by email, text, or phone call. We want to give them options while ensuring a seamless, client-focused experience.”

And in a world that’s increasingly dominated by technological changes, Laing still swears by the human touch.

“We’re in that in time frame where people are [using] online apps, a lot of mortgage lenders and professionals are selling the online service,” he told MPA. “I don’t necessarily promote the online approach because I want to get to know the client. I think that’s still very, very important nowadays. I like to have a strong interview process with the client; listen to them, find out more about them, which allows me to streamline the documentation I need from them.”

Laing’s not alone in his desire to keep the human touch in mortgage. With AI on the rise, and chatbots seemingly popping up on every customer-facing site, there’s a core set of mortgage lenders that want to keep people at the heart of their industry.

And with over two decades of experience, Laing maintains his relationships through various channels like online marketing, home bot services, and monthly mailers. Even if a client doesn’t need a mortgage, they might have other needs, like commercial property. Laing strives to be a source to help advise clients even if that advice extends beyond the traditional mortgage scope.

“I’ve found that, nowadays, I’ve got to be more informed than ever because there’s so much online information, and we’re seeing changing markets,” he said. “Our parent company network funding keeps us on top of industry changes. We disseminate that information to our clients and referral partners, ensuring we don’t overload them but keep them informed.”  

Looking forward, Laing emphasized the importance of retaining effective strategies while adopting new tools. A key focus is on enhancing the client experience through technology. He also remains steadfast in his commitment to providing a holistic service to clients. His focus is not just on mortgages but on being a trusted advisor for all their financial needs.

“We’ve wanted to make sure to keep the things that work and discard the things that don’t work. I’ve tried to find new tools that give the client something back,” he said. “Mortgage coach, for example, is an online service where I can do my quotes. It gives the client an enhanced experience, helping them understand the breakdown between principal and interest, amortization charts, and more.”