"For far too long, the industry's focus has been on ratenot on what is truly the best financial decision for the borrower. Many salespeople sell rate because they believe that's how deals are won. What I've learned over 25 years in mortgage origination is this: loan officers don't win by selling ratethey win by educating borrowers on their options and aligning those options with the borrower's long-term financial goals."
"My first response was simple: I have 14 different rates todayand that's just on one product. My second question was far more important: How long do you plan to own the home? He told me he planned to keep it for 30 years, pay it off, and use it as part of his retirement income. That one answer changed everything."
Loan officers have too often prioritized quoting a single rate rather than identifying the best financial decision for the borrower. Sales-driven marketing like No Points, No Fees emphasizes rate instead of long-term fit. Trust is earned through education by presenting multiple loan options and explaining the financial impact of each. Proper education requires understanding the borrower's full situation and the property through thoughtful and follow-up questions. In one example, learning an investor planned to keep a property 30 years prompted a side-by-side comparison, additional options, and a full financial analysis invitation.
Read at www.housingwire.com
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