The Downside of Loyalty: Why Sort Club’s Incentives May Not Be as Rewarding as They Seem
As a mortgage intermediary, I’ve always valued loyalty and the perks that come with it. However, SortRefer’s recent enhancements to its Sort Club loyalty scheme have left me questioning the true value of these incentives. While the exclusive club offers a range of rewards for hitting specific case completion milestones, including spa days, hotel stays, and luxury hampers, the recent changes may not be as beneficial as they appear at first glance.
One of the key changes introduced is the new lower threshold for the bronze level. Now, users only need to complete 15 conveyancing cases to receive a £15 lifestyle voucher, down from the original requirement of 25 cases. On the surface, this may seem like a generous gesture, but it raises concerns about the quality of service and the potential for rushed transactions to meet the lower threshold.
Moreover, the escalating number of conveyancing cases required to reach higher levels in the club, such as 100 cases for Platinum and 150+ for Elite, could lead to increased pressure on brokers to prioritize quantity over quality. This shift in focus may compromise the client-broker relationship and the overall home move process.
Graham Le Bas, head of broker proposition at SortRefer, has praised the Sort Club for its popularity and client appreciation. While I understand the importance of rewarding loyal clients, I believe that true loyalty should be based on the quality of service and the trust built between clients and intermediaries, rather than the number of cases completed.
The Alternative Perspective
In my experience, loyalty should be earned through consistent and reliable service, not through a points-based system that may inadvertently prioritize quantity over quality. As a mortgage intermediary, my priority has always been to provide the best possible service to my clients, ensuring that their needs are met and their expectations exceeded.
While incentives can be a valuable tool for fostering client relationships, they should not be the sole focus of a loyalty program. Instead, the emphasis should be on building trust, delivering exceptional service, and going above and beyond to meet the unique needs of each client.
Conclusion
While SortRefer’s Sort Club loyalty scheme may offer attractive incentives, it’s essential for mortgage intermediaries to consider the potential drawbacks of prioritizing quantity over quality. True loyalty is built on trust, reliability, and exceptional service, not just on the number of cases completed.
For brokers like myself, the focus should always be on providing the best possible service to our clients, ensuring that their needs are met with professionalism and care.
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