As the U.S. housing industry continues to change, we’re starting to see more crossover between the real estate sales side of the business and the mortgage lending side. They are so closely connected that many assume they are nearly identical in their approach to winning new business.
I made this mistake very early in my career and wrote about it in my new book Authentic Intelligence: The Other AI.
When I made the move into mortgage lending, I assumed the transition would be seamless. My plan? Run ads, attract customers, and process their loans. After all, advertising has been a powerful tool in selling homes.
Despite my confidence, the ads I ran for my new mortgage business had little effect. No matter the platform or the catchy phrases, the response was largely nonexistent.
I realized I was missing something essential. It was the beginning of a long journey to crack the “loan origination code.”
How to Win New Business in Mortgage Lending
Over the next five years, I poured myself into learning, experimenting, and understanding why my approach wasn’t working. What I ultimately discovered transformed my approach to sales.
Mortgage customers weren’t looking for a transaction; they were looking for trust and a relationship.
Unlike real estate, where the stakes are more immediate, mortgage lending relies heavily on building lasting connections. Buying a home is a milestone, but obtaining a mortgage is a multi-decade commitment that impacts nearly every aspect of a buyer’s financial life.
A home loan is a significant decision that customers approach with caution. For this reason, high-pressure advertising often fails to resonate with potential mortgage clients, as it doesn’t address their need for reassurance and guidance.
Throughout my studies, one concept that proved crucial was Pareto’s 80/20 rule, which holds that 80% of outcomes are generated by 20% of inputs. In the world of sales, this typically translates to 20% of salespeople closing most of the deals, while the rest struggle to match their results.
Breaking the 80/20 Rule to Build a Stronger Business
This insight led me to rethink how I could approach mortgage lending—not by trying to reach everyone through blanket advertising, but by targeting those most likely to benefit from my expertise and fostering genuine relationships.
Instead of trying to apply the same broad-stroke advertising that worked in real estate, mortgage professionals need a more tailored approach. Rather than pushing messages to the masses, successful mortgage sales hinge on personalized engagement that fosters trust.
For instance, using CRM and marketing automation tools, like the ones I later developed at Usherpa, I was able to create meaningful connections that were personal and relevant to each client. And any LO can duplicate my success.
By breaking Pareto’s rule, tools like Usherpa prove that the bottom 80% of sales teams can be supported to perform closer to the level of the top 20%. When equipped with powerful technology, and guided by principles of Authentic Intelligence—grounded in genuine, relationship-based approaches—the results are not only better sales but also higher levels of job satisfaction and retention among team members.
To find out more about what I learned building the industry’s first Relationship Engagement Platform, grab a copy of my new book, Authentic Intelligence. You can always reach out to us at Usherpa to find out how much easier your sales process can be with the right tools.
