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“The metrics are granular—down to what specific placement of graphics on the website are performing and converting best,” says Ellinthorpe. “We share our experience of what strategies work best on other agents’ sites and can bring that to the strategic discussion we have with all of our partners. These are all significant differentiators in the mortgage partnership arena.”

According to Miller, Premier Lending Desk truly speaks to the central mission of Citibank’s real estate partnership channel. “We want to be different. We don’t want to be a ‘preferred mortgage lender’—we want to be a partner that brings real value to the agent and helps bring more business to the real estate firm.”

Working for Agents, So Agents Can Get Back to Work
In today’s mortgage lending environment, it’s no secret that the financing process for many would-be homebuyers can be a long and challenging journey. In most cases, the busy agent simply does not have the time it takes to guide buyers down this road.

“We are at a point in time where the buyer has to prove they are truly qualified,” says Miller. “Compared to where we were several years ago at the height of the real estate boom, this may seem like a foreign concept, but in reality, that’s how business has always been done. So we’re back to the future…and I don’t see it changing.

“There are so many issues for consumers today when it comes to obtaining a mortgage. Going through the approval process before they’ve even begun to look for a home is to their advantage.”

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