Why Consumer-Centric Product Management is Key to the Future of Mortgage Lending
While none of us possess a crystal ball, signs point to major transformation driven by a combination of higher-for-longer interest rates, private capital at prime-level rates, and the ever-rising demands of the growing cohorts of digital-native borrowers. Moreover, reliance on Fannie and Freddie to subsidize AND absorb the majority of loans may be waning as the incoming administration seeks their exit from conservatorship.
To thrive, lenders must adopt a consumer-centric approach, prioritizing customer experience (CX), agility, and data-driven decision making. In other words, it's time for the mortgage industry to take a page from Silicon Valley's product management playbook.
The Old Ways Won't Cut It
Linear processes: Lenders had traditionally operated on a “build it and they will come” mentality that presumes the vast portion of loans are manufactured to GSE-type standards. To use an automotive metaphor, these lenders are skilled at churning out Model T’s.
Conflicted view of “customer”: While lenders point to the consumer as “customer,” their decisions often prioritize the MLO’s, real estate agents, or investors. This is sensible since, while borrowers come and go, these constituents are the gatekeepers that persist. Today’s borrowers, no longer content behind gates, are demanding personalized experiences and seamless digital journeys. Traditional, paper-driven processes and outdated systems, intermediated through expensive “experts” simply won't suffice.
“Model T” products: The rise of private capital and alternative loan products is creating a more fragmented and competitive market. Lenders must be able to quickly adapt to changing conditions and offer a diverse range of products to meet the needs of a wider borrower base. Face it, the pristine borrower base meeting GSE-standards has been decreasing for a while now. Think of this as an opportunity – if a lender can adapt.
The Consumer Experience (CX) Advantage
Leading tech companies have demonstrated the power of customer-centricity. By leveraging data to understand user needs, employing agile methodologies, and fostering a culture of innovation, they create products and services that delight customers. Mortgage lenders need to follow suit.
What Needs to Change
Customer Obsession: Lenders must prioritize understanding and meeting borrower needs above all else. This requires investing in customer research, gathering feedback, and designing products that truly serve the consumer and NOT the MLO, referral source or investor.
Product Agility: Lenders need to adapt quickly to changing market conditions and offer a diverse range of products. Building a flexible platform that can accommodate various loan types and borrower profiles is crucial. This can be easier than it sounds because many product variation challenges in fulfillment can be significantly addressed in UX choices. We need to prepare for a world where customization at-scale is not only attainable, but also affordable.
Data-Driven Decisions: Data analytics is essential for understanding borrower behavior, identifying opportunities, and optimizing processes. Lenders must invest in data infrastructure and analytics capabilities.
Culture of Innovation: Lenders need to foster a culture that encourages experimentation, embraces new technologies, and rewards creativity. However, we’ve seen time and again that industries with linear processes often struggle to innovate. Mortgage lending, for example, tends to swing between periods of scarcity and abundance, leaving little room for consistent investment in new ideas. Adopting a parallel, customer-focused platform approach, however, can provide the necessary bandwidth for sustained innovation.
The Time to Act is Now
The mortgage industry is at a crossroads. Lenders who cling to outdated practices will struggle. Those who adopt a product management culture that prioritizes customer-centricity, agility, and data-driven decision-making will be positioned for success. The future of mortgage lending belongs to those who are willing to evolve.