How Mortgage Pros Can Turn One Conversation Into Closed Loans (Even in a Tough Market)
Don't let the market dictate your success
Why Today’s Market Isn’t the Problem
If you’ve caught yourself saying, “The market is slow,” you might be asking the wrong question. Wade Betz, a seasoned mortgage pro and leader in the AIME broker community, took over the Mortgage Mornings call and reminded us that deals are happening every day. The real question? Are you getting your fair share?
Wade shared a powerful lesson from one of his mentors:
“If there are deals happening and you’re not closing them, it’s not a market problem. It’s a market share problem.”
That mindset shift changes everything.
One Text That Turned a Cold Lead Into a Client
Jonathon Haddad shared a real-time story that perfectly illustrates the power of asking better questions and sending the right message at the right time. A lead came in to his sales team with a 6.99% rate, but didn’t move forward because they “thought nothing made sense.” Rather than dismissing the opportunity, Jonathon worked with his LO and dug deeper.
He advised his LO to send this simple text message:
He texted: “Hey, our management team was reviewing your loan. Did you know you’re paying $2,400/month in interest? Would you be interested in saving $400/month in interest?”
Client response? “Yes! Tell me more.”
That one message led to a refinance on a 20-year fixed with a small increase in payment, but $8,436 in accelerated equity over two years.
Key Takeaway:
Lead with value, not a rate sheet.
Ask better questions: “What are your goals?” “How long will you keep the property?” “Would saving $400/month interest matter to you?”
Position yourself as an advisor, not a closer.
How to Handle Refinance Leads Without Wasting Time
Refis are still happening, but blindly pushing clients through full applications upfront wastes everyone’s time. Wade shared how his team handles refinance inquiries:
Step-by-Step Process:
Send a Refinance Questionnaire – Not a full app.
Wade created the tool MortgagePlanningQuestionnaire.com to gather key info first.Evaluate the File BEFORE Hand-Off
Don’t gum up operations by throwing every lead into the full pipeline. Be selective.Use Mortgage Coach or Loom
Record personalized video proposals to explain options and decision points.Follow Up With a Call
Ensure clarity, but let the video do the heavy lifting.
“Don’t be an order taker. Be a decision-making partner.” – Wade Betz
Refi Questionnaire: The Power of Smart Questions
This isn’t your typical mortgage application.
Wade’s refinance form covers everything from:
Current mortgage info
Renovations or solar panels
Debt-to-income and credit health
Future plans for the home
Financial planning questions (e.g., Are you saving enough to retire? Working with a CPA?)
Why? Because you’re not just quoting a rate, you’re planning a financial future.
“You might be the most financially savvy person in your client’s life. Act like it.”
Why Every Mortgage Pro Should Use Video
Whether it’s walking through a Loan Estimate or delivering a Final CD, video is a must.
Here’s Why:
Written text = 7% of communication.
Phone adds tone.
Video brings in body language = 100% communication.
Use tools like Loom to:
Walk through fees and figures clearly.
Send birthday videos (15 seconds!).
Explain complex loan scenarios.
Boost conversion and trust with both decision-makers (spouses!).
Sample Script for a Refi Proposal Video
“Hi [Name], I’ve reviewed your file and created three potential refinance options for you. I walk through the numbers line-by-line in the video above, including total monthly interest savings, break-even points, and long-term equity growth. I’ll give you a call tomorrow to answer any questions. Feel free to share this video with your partner or financial advisor. Talk soon!”
Why You Shouldn’t Text Through the Entire Sales Process
One of the biggest takeaways? Stop texting your sales process.
Jonathon’s team nearly lost a deal because the rep only communicated via text. Without tone, body language, or engagement, the client's interest fizzled. Once they pivoted to video + clear questions, the client said yes... fast.
Are You an Indoor or Outdoor Cat?
In Wade’s analogy:
Indoor cats = Call center loan officers who rely on volume refi pipelines.
Outdoor cats = Field pros who hunt, build relationships, and consult with clients.
When rates shift, indoor cats suffer. Outdoor cats adapt, pivot, and thrive.
Final Thought: You’re a Guide (Act like it)
The brokers winning today are the ones solving problems, giving clients confidence, and building relationships that last.
Whether you're handling a refi, guiding a first-time buyer, or creating automation in your tech stack, it all starts with this:
Ask better questions. Listen harder. Serve smarter.