Musthafa Ebadi
Why I am so Loyal to Gemma?
by Musthafa Ebadi on August 5th, 2014

Being in a client relationship industry practically all my life  one of the things that concerns me the most is deteriorating client relationships with each passing year.

For every good and heart touching stories that we hear (WestJet’s 2013 Christmas campaign ) we hear about 3 – 4 stories that are heart wrenching.

What is hard to comprehend for me is the inability of businesses and business owners to understand the good customer service means repeat business. Pick any major company in North America and they are currently investing millions of dollars in R&D specific to competitive analysis to set them apart from their competition. They call it brand difference. Yet majority of them ignore the highest guaranteed form of recurring revenue – superior customer relationship management.

The purpose of this blog is not to elaborate on the pros and cons of providing good customer service. It rather is about Gemma Riley Laurin who as a mortgage specialist is serving clients all over Canada.
I fell in love with her business nearly 18 months ago when I sought her help with two mortgages at the same time. Gemma was a referral from someone who themselves have very high standards for client relationships so with very high expectations I placed a call and left Gemma a voicemail.

I still vividly remember her calling me at around 7:30PM on a cold Wednesday night. I pulled over into a parking lot and spoke with her for about 20 minutes. As soon as I hung up I knew she was different. I knew there was something about her which differentiated her from her competition in an extremely competitive industry.  

Later that night Gemma  sent me some forms to fill and I sent them back to her at around mid-night. By late Thursday night she had an approval for me which blew my socks off. It was a very complicated situation with 2 mortgages, debts, a house to refinance, a new house to close in less than 30 days, and not a lot of room with my down payments.

Over the next 30 days we communicated through more than 40 calls and 50 – 60 emails going back and forth and with every passing day my loyalty to her increased simply because of her client relationship management. 

She was very prompt, responsive, patient, showed a lot of empathy, let me vent few times, put me at ease, was very genuine, followed up consistently, and most importantly made me feel that she owns and is accountable for this relationship.

Over the last 18 months I have never been in a property/mortgage conversation that I haven’t mentioned Gemma as the best there is in her industry. I go above and beyond to refer clients to her even though I don’t work for her. A friend of mine once joked that I should be her office’s spokesman but I am sure Gemma has 100s if not 1000s of spokespeople like me (her clients).

And recently I needed another mortgage and guess who without any hesitation got the call. Although this mortgage wasn’t as complicated as the last one the level of service I got from her was identical twin of last time. 

And what prompted me to write this blog was the below email I received from her on August 1st. Usually when I wake up (at 5:00AM) I am not in a good mood but reading her email on my way to gym absolutely brightened my day.

Here is some excerpts of her email:

"Thanks for letting me represent you. I hope you're happy for years to come...

Once I've got a client, I want to have them for LIFE! I want to be the person you'll always think of when you think of Mortgage needs. So whenever you think you might be ready to buy an investment property, do a home renovation or go on that much needed vacation, just call or email me and I'd be happy to help.

My promise to you is that when I can help, I'll show you all the options, and if I can't, I'll explain why and work with you to accomplish the goal or connect you to someone who can.  

Thanks again for your support, and I hope the years ahead reinforce the confidence in the decisions you've made."

Its emails like this that makes Gemma who Gemma is.  And here is my message to her through this post:

" You don’t have to Thank me for my support and loyalty. You have earned them fair and square – supporting you is the least I can.

I have never met you in person - not even once, and over the last 3 mortgages we have communicated over 100 times only through phone or email, which is makes it harder for you to cultivate and sustain good client relationships, and yet you have got yourself a client for LIFE!

I wonder where my level of loyalty would have been had we met in person!

You are the champion of your industry and an example of superior client relationship.  If you ask me your Sidney Crosby of this competitive business. And its my privilege and honor to be your client!

Thank you,

Your client for LIFE!!!" 

This is an example of recurring business for Gemma and her firm that she doesnt need to spend millions of dollars on but rather few extra minutes to reap same benefits! If you need any help related to mortgages go ahead and click the link below. I have no doubts you will be blown away with her level of service like I was!

Thank you for reading! 
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