Customer Intimacy and the Credit Crisis
Over the last year, most large banks have shut down their businesses with mortgage brokers as seen in the exit of Chase, Wells Fargo, and Bank of America. There seems to be a realization that an in-house ‘direct to customer’ model is more profitable than relying on brokers to provide funding volumes.
Brokers help banks to source leads to prospective borrowers and perform a significant part of the upfront process of originating a loan. Having cultivated the broker community as a viable channel for many years, why are banks exiting this market in a hurry?
The primary reason is obviously loan quality and associated loan losses. Some banks have seen three times higher delinquencies in their broker business when compared to their retail business (where bank mortgage officers work directly with customers). Such a sentiment is explained in this article where the author goes on to say: ‘Customers are best served when a mortgage officer works directly with them, explains bank products clearly and then helps customers carefully evaluate the choices in light of their personal financial situation’.
Apparently, there is a clear recognition that getting closer to customers is going to be good for business. (The decision to exit the broker market was also aided by falling volumes in a time when there is an excess capacity in the industry, in most cases due to acquisition of bank with significant mortgage processing capacity. There is also an expectation of severe regulatory pressure on broker business in the wake of the sub-prime crisis.
Due to two primary reasons, the ‘distance’ between banks and their customer has significantly increased over the last 20 years. The first is the current, highly specialized mortgage ‘value chain’. The second is technology.
Banks, at one time, used to be one-stop shops. They had an intimate knowledge of the communities in which they operated. They also held the mortgage to maturity – thus they were highly incented to create and cultivate strong bonds to the folks to whom they lent money. The creation of the CMO by Larry Fink in 1983 started to change this model. Within a few years the mortgage value chain had fragmented into several specialized intermediaries. Local brokers sourced leads from prospective borrowers. Thinly capitalized mortgage banks funded loans to sell to investment banks who designed product for hungry end investors.
As volumes in the residential mortgage market peaked, lenders looked to manage their ‘supply chains’ much like manufacturing organizations. Raw materials (financial transactions) were sourced in the most optimal fashion (hence increasing reliance on mortgage brokers and correspondent banks). And, servicing companies were ‘outsourced’ the job of interfacing with the customer, receiving and remitting payments to all entities involved. Thus banks lost control of the primary mortgage relationship – one of the most complex and intensive transactions ever conducted by a customer in her lifetime.
Technology aided this increasing remoteness of the customer from the bank. Rather than go by personal relationships and community knowledge, more ‘hard information’ (for example in the form of credit data and property data) was infused early on in the loan approval process. Decision engines with embedded business rules replaced human intelligence. Workflow technology streamlined loan flow and drastically increased the number of loan transactions a loan officer could process. While this increased capacity to cater to increased loan volumes, it also increased the number of customers that a loan officer had to deal with and thus reducing the customer to a statistic hidden away in one (or more likely a few dozen) relational databases.
The customer was thus spun to the edge of an increasingly complex and sophisticated mortgage ecosystem.
And it is this distance that banks are now seeking to reduce in the midst of the credit crisis. Cutting out the brokers is the first, hurried, step towards increasing customer intimacy. Over the next few quarters banks will take several more steps in this direct

