Ep #9: Bob Burg Bestselling Author of The Go-Giver

Bob Burg breaks down the Go-Giver philosophy for mortgage professionals — shifting focus from getting to giving value. He covers how to build authentic know-like-trust relationships with agents and consumers using specific questions and scripted people skills. Best for LOs who rely on rate as their differentiator and wonder why referrals aren't coming.

Takeaways you can run this week

• Ask 'feel good' questions when meeting a new contact (agent, consumer, or referral source): 'How did you get your start in [their profession]?' — this question is rarely asked and immediately differentiates you from every LO who opens with 'Do you know anyone looking to buy?'
• Use this exact transition phrase before asking for a referral connection: 'I always enjoy connecting good people with other good people. How can I know if someone I'm speaking with would be a good referral for you?' — works with agents, small business owners, and consumers.
• Audit your last 30 days of social media posts: if the majority are about your rates, your company, or your services, you are posting as a Go-Taker. Replace at least 3 posts per week with content that delivers value to the reader without selling anything.
• Practice your scripts until they are fully internalized — the goal is to know them so well that during the actual conversation, 100% of your mental bandwidth is on the other person, not on what to say next.
• Map every client touchpoint (first call, application, closing, post-close follow-up) against the five value elements: excellence, consistency, attention, empathy, appreciation. Identify which elements are missing at each stage and add one concrete action to address each gap.

The playbook

1. Step 1: When meeting someone new, open with a feel-good question tied to their profession ('How did you get your start in X?') — not a sales question.
2. Step 2: Listen fully. Because you've practiced the question, your attention stays on them, not on what to say next.
3. Step 3: Transition with: 'I always enjoy connecting good people with other good people.'
4. Step 4: Ask: 'How can I know if someone I'm speaking with would be a good referral for you?' — shifts the frame to giving, not taking.
5. Step 5: Deliver value across all five elements at every touchpoint: excellence, consistency, attention, empathy, appreciation.
6. Step 6: Repeat consistently — know-like-trust is built through multiple value-adding interactions, not a single conversation.

Worth quoting

“The single greatest people skill is a highly developed and authentic interest in the other person.”

“Value is always in the eyes of the beholder — not what we think they should value, but what they believe is a value.”

Best for

LOs who compete on rate and struggle to articulate why an agent or consumer should choose them over any other lender.