Wielding curiosity hooks to pique your prospects’ interest in one minute or less

In a world inundated with messaging and marketing, how do you consistently capture borrowers’ interest? In this chapter, Dale will cover the simple but powerful truth of what really matters to the typical borrower—and it’s not the price.

No, what really matters to borrowers (whether they know it or not) is savings, stability, security, and solutions. So, to capture their attention, we need to talk benefits, not price.

Leveraging your personal and company credentials to gain your prospects’ trust

Without earning their trust, why would a prospect buy from you, and not whoever says they can offer a better deal? Without trust, you’re just one more salesperson trying to sell them something they can buy pretty much anywhere else.

That’s why, in this chapter, Dale unpacks his proven technique for convincing prospects to trust that you can deliver the goods, without taking them for a ride.

Proactively addressing rate (and your competition) to preempt the most-common borrower objections you face

What does every borrower serious about getting a loan want to know? “What’s the rate?” To say it’s the most common question in mortgage is an understatement, and yet most originators have no response other than to quote a meaningless figure based on unverified qualifications.

In this chapter, Dale shows a better way by sharing how he teaches originators to confront competitive offers without being confrontational, qualify rate, keep the conversation focused on money, and seed positive expectations without making baseless claims.

Promising a personalized solution to every prospect to simply out-deliver every other originator

What does every borrower serious about getting a loan want to know? “What’s the rate?” To say it’s the most common question in mortgage is an understatement, and yet most originators have no response other than to quote a meaningless figure based on unverified qualifications.

In this chapter, Dale shows a better way by sharing how he teaches originators to confront competitive offers without being confrontational, qualify rate, keep the conversation focused on money, and seed positive expectations without making baseless claims.

Seamlessly transitioning into completing an application from an award-winning value prop

In this final Chapter, Dale’s going to tackle the No. 01 mistake most originators make: doing what’s convenient for them, not what’s compelling for the borrower.

There’s no better picture of the difference between an originator who’s compelling and an originator who’s complacent than the way they end the first call: the latter gives up control of the conversation, the former seizes it and gets their prospects to commit—up front.