Consistency, Community, and Conversation: 52 Weeks of Mortgage Mornings
The greatest driver of growth is in consistency
In a world where mortgage lending has become increasingly competitive, the difference between winning and losing a deal often comes down to one key element: the conversation. For 52 straight weeks, AIME’s Mortgage Mornings, hosted by Jonathon Haddad, attracted a dedicated group of mortgage professionals each Wednesday morning, regardless of time zone or location, to come together to sharpen their skills, challenge their thinking, and grow.
This isn't just a celebration of consistency. It's a deep dive into what it takes to thrive in a market where clients are shopping for the lowest rates and real estate agents often have their own agendas. This article breaks down this 52-week anniversary call with some valuable lessons and impactful takeaways.
Why Consistency Creates Confidence
The Mortgage Morning community completed 52 weeks of calls, which is an impressive feat that underscores the power of showing up.
“The greatest driver of growth is in consistency,” one speaker shared, emphasizing how these weekly gatherings became a source of accountability and growth.”
Whether you’re in retail or broker channels, consistency in how you show up for your clients builds trust, rapport, and repeat business.
The Common Broker vs. Retail Battle and How to Win It
What Retail Loan Officers Are Trained to Say
Former retail LOs shared a candid look at what they were taught to say when competing against brokers:
“Brokers don’t control the file.”
“They’re middlemen with no direct access to underwriters.”
“We retain servicing and protect your data.”
The goal was to sow doubt in the minds of borrowers (and loan officers), casting brokers as risky, under-resourced, and impersonal.
The Broker's Advantage (If You Communicate It)
Brokers must be proactive. Don’t wait for a borrower to come back with a competitor’s Loan Estimate. Instead, initiate conversations early:
Ask about servicing: “Did they mention whether your loan will be sold?”
Break down cost: “That $1,000 difference is just $4.50/month over 30 years.”
Position yourself as the guide, not just a rate-quoting machine.
Are You a Loan Officer or an Advisor?
You don’t want to be an “order taker.” That’s how you lose deals.
Ask better questions:
“What’s most important to you about this home purchase?”
“Are you focused more on monthly payment or the interest rate?”
“If we get you into the wrong loan at a low rate, how would that affect you long-term?”
These questions move the conversation from price to value, and that’s where trust is built.
Training for Battle in a Competitive Market
Today’s retail lenders train their LOs like “assassins”:
Stay on the phone.
Overcome objections.
Use brand trust (Rocket, Loan Depot) as a weapon.
Your best response? Be better.
Know your stuff.
Personalize every conversation.
Follow up relentlessly.
Guide them with compassion and confidence.
Combating the “Race to the Bottom” Mentality
“Are You Okay Putting the Largest Financial Decision in the Hands of the Lowest Bidder?”
That’s the powerful question that Kenneth Travis uses to reframe a price-focused buyer.
Add stories like his example of a military borrower who asked for a conventional loan but qualified for a much better VA loan. These “golden retriever” moments, where the borrower tells you what they want, but you show them something better, create loyalty and referrals.
Agent Expectations vs. Reality
Sometimes, agents create unrealistic expectations, like promising a home to a buyer with no money down and a rate under 6%.
Your job is to have that hard conversation:
“I’ve seen this client’s full financial picture. You haven’t. I cannot, in good conscience, recommend this deal right now.”
This embracing conflict scenario is about showing leadership and not confrontation. And it earns you respect from both clients and agents.
Mindset Matters: Burnout vs. Boredom
Let’s talk about “burnout.”
Jonathan Haddad gave a great analogy during the call. Doctors don’t get to say, “Sorry, I’m burnt out today.” Neither do you.
What most loan officers call burnout is often boredom, frustration, or a lack of progress. The cure?
Keep learning.
Keep showing up.
Surround yourself with growth-minded people.
Stay connected to your mission.
If you’re not improving, you’re falling behind. Make each call, each client, and each week count.
Final Thoughts: Your Client Deserves Your Best
Your client gave you their Social Security number, not your competition. That’s a responsibility and a privilege.
Stop blaming retail.
Stop blaming shoppers.
Start asking better questions.
Start having better conversations.
Start becoming the trusted advisor they’ll never forget, and create an unstoppable business that stands the test of time.
Would you like to experience Mortgage Mornings?
Email me at frazier@aimegroup.com for the link!