65% of salespeople don't have a CRM and 95% don't actively use one. That's because they don't have a selling system.
What is a Selling System?
A selling system is a structured process to guide clients or referral partners from start to finish. It removes the guesswork from running your business by providing a clear framework.
Our selling system focuses on building confidence in your relationships by helping you categorize contacts, guide them through the sales cycle, and maintain consistent touchpoints—within 90-day cycles as to not let anyone slip through the cracks.
As your database grows, staying organized becomes crucial. That’s where our Accountable CRM software comes in—to help you manage, maintain, and protect your valuable relationships effectively within this proven cycle.
Primary Selling Categories for Loan Officers
1) Help List
This is where all new leads or targets start, whether borrowers (B2C) or referral partners (B2B). The goal is to make initial contact, set an appointment, and conduct the meeting within 90 days or less. For borrowers, speed to lead is critical—quickly responding to inquiries increases the chances of converting them into clients.
Examples:
B2C (Borrowers): First-time homebuyers reaching out for pre-qualification, online leads, or potential buyers referred by a real estate agent.
B2B (Referral Partners): Real estate agents met at an open house, financial advisors you networked with, or title reps referred by a colleague.
Next Step: After the appointment, determine whether they should move to Fight Club or another category.
2) Fight Club
This category is for active prospects—borrowers who are in the loan process (TBD or active) or referral partners who are sending leads. The goal is to guide borrowers through the financing process and get them into the home of their dreams within 90 days, while proving your value to referral partners to secure their next referral.
Examples:
B2C (Borrowers): Borrowers who have completed their application and are either in the "in-process" stage or pre-approved and shopping for their home.
B2B (Referral Partners): Real estate agents or other partners actively referring you leads, where you’re proving your value to solidify the relationship.
Next Step: Move borrowers into New Clients after closing or transition referral partners toward becoming Promoters or Advocates.
3) New Clients
This category is for borrowers who have closed on their home and referral partners who have successfully sent you business. Over the first 90 days post-transaction, the goal is to earn a positive review, secure a referral, and build retention for future business.
Examples:
B2C (Borrowers): Recently closed borrowers—send a personalized thank-you, post-closing follow-up, and reminders to share your services.
B2B (Referral Partners): Real estate agents who referred you during the loan process—follow up to ensure their experience was smooth.
Next Step: Work to convert them into Promoters or Advocates within 90-days of closing.
4) Promoters
These are past clients or referral partners who speak positively about you when asked. The goal is to nurture their relationship and ensure they feel valued so they continue promoting you.
Examples:
B2C (Borrowers): A borrower who refers a friend or family member after a smooth closing process.
B2B (Referral Partners): A real estate agent who shares your name with colleagues or clients as a trusted loan officer.
Next Step: Provide consistent follow-up to maintain their loyalty and elevate them to Advocate status.
5) Advocates
Advocates are your most loyal supporters, actively seeking opportunities to recommend you to others. The goal is to reward their advocacy and keep them engaged with your business.
Examples:
B2C (Borrowers): A past client who refers multiple people to you without being asked.
B2B (Referral Partners): A real estate agent who openly advocates for you as their go-to loan officer.
Next Step: Maintain regular touchpoints and provide VIP-level service.
Secondary Selling Categories for Loan Officers
1) Connectors
Connectors are professionals who can link you to potential borrowers or real estate agents. The goal is to build strong relationships with these individuals to expand your network and establish yourself as a trusted resource.
Examples
B2B Partners Who Can Connect You to Potential Borrowers (B2C): Financial advisors, divorce attorneys, accountants, insurance agents, HR managers, wedding planners, and alumni associations often work with individuals at key life stages, making them great sources for borrower referrals.
B2B Partners Who Can Directly Connect You to Real Estate Agents: Title reps, home inspectors, builders, staging companies, and chamber of commerce representatives frequently collaborate with agents. Additionally, other loan officers can become valuable partners by sharing referrals when they encounter borrowers outside their scope or capacity.
Next Step: Strengthen these relationships by staying top of mind, offering up referrals to them, partner and attend events together, and demonstrate your expertise to ensure they think of you when opportunities arise.
2) Climbers
Climbers are young professionals or new referral partners with strong potential for future growth. The goal is to guide and support them as they develop, ensuring they view you as a trusted partner.
Examples:
B2C (Borrowers): Medical residents, law school graduates, or first-time investors preparing for future transactions.
B2B (Referral Partners): An up-and-coming real estate agent or a junior financial advisor building their business.
Next Step: Nurture these relationships over time by offering mentorship, resources, and consistent engagement.
3) Someday
These are leads who fit your ideal profile but aren’t ready to close now, requiring a longer sales cycle (6-12+ months). The goal is to keep them engaged without aggressive follow-up, ensuring they remain in your pipeline.
Examples:
B2C (Borrowers): Prospective buyers working on credit repair or saving for a down payment.
B2B (Referral Partners): A real estate agent with an existing lender relationship but showing interest in working with you in the future.
Next Step: Place them on a drip campaign or light follow-up schedule until they are ready to engage actively.
4) Aspirational
Aspirational prospects are high-value referral partners or borrowers who could significantly grow your business. These relationships often require a longer-term investment. The goal is to consistently stay on their radar and demonstrate your value over time.
Examples:
B2C (Borrowers): A luxury homebuyer or investor group looking for a mortgage partner.
B2B (Referral Partners): Builders, HR departments, or top-producing real estate agents with large spheres of influence.
Next Step: Develop these relationships with patience and persistence, staying focused on long-term gains.
5) NEXTPERT
These are influential individuals in your community or industry who can help you grow professionally and personally. The goal is to build relationships that provide opportunities for mentorship, learning, and expanded networks.
Examples:
B2C (Borrowers): A local business owner or community leader who can connect you to others.
B2B (Referral Partners): An experienced industry professional or coach who can provide mentorship or open doors.
Next Step: Schedule regular check-ins to build rapport, seek advice, and learn from their expertise.
This selling system helps mortgage loan officers organize relationships, guide borrowers into their dream homes, and build trust with referral partners. With a clear, structured approach, you can drive sustainable growth, foster connections, and become the go-to expert in your market.