Product details

Struggling to maintain a work-life balance after the birth of her second son in 2011, Dalia Barsoum left her executive position in Wealth Management at the Bank of Montreal to start her own business. She founded Streetwise Mortgages, an independent mortgage brokerage that targeted customers interested in purchasing investment properties. Customers were offered hours of free consultations on building wealth through real estate and had access to Barsoum's network of support. The value of these consultations to customers caused many clients to book meetings, consuming time and resources without generating a penny in revenue for Streetwise. By August 2020, Barsoum felt overwhelmed by the number of requests; she had only so many hours for consultations and needed to come up with a solution. She was considering charging a refundable fee for consultation meetings to discourage less-serious customers from booking one. Alternatively, she liked the idea of a screening tool, such as a questionnaire that determined customers' needs, resources, and goals to tailor the advice and services better.