Ep #85: Getting Buyers to Commit and Reduce Rate Shopping

Kelly Marsh unpacks the exact client intake process, buyer commitment framework, and team structure behind her high-volume purchase business. She details her 'Approved Buyer Advantage' — three specific commitments she requires before doing a full approval — and how she uses Mortgage Coach, face-to-face meetings, and a weekly inactivity report to keep buyers engaged. Best for LOs who lose buyers to rate shoppers or struggle to stay out of the weeds.

Takeaways you can run this week

• Implement the 'Approved Buyer Advantage' script: before running a full approval, tell the client in writing that there is no cost but there IS an obligation — they must (1) plan to make offers within 30–90 days, (2) return all required paperwork promptly, and (3) have decided you are their lender. Present all three in an email after the initial call.
• Require the completed online application AND uploaded docs before scheduling the face-to-face meeting. Tell clients: 'We prepare your Total Cost Analysis in advance so our 45-minute meeting is entirely focused on your scenarios and goals, not data entry.'
• Present Mortgage Coach TCA on a turned monitor during every in-office meeting. Pre-build the TCA template using docs collected before the appointment so you walk in ready — not building from scratch in front of the client.
• Set a CRM trigger to call past clients on their loan closing anniversary date. Script: 'It was a year ago today that you purchased your home — we just wanted to check in and see how things are going.' Have a team member make the call with the goal of scheduling a 30-minute mortgage review with you.
• Run a weekly 'inactivity report' every Wednesday: pull any file from your LOS with no activity in the last 120 days, review with your loan partner, and send a one-line check-in: 'We wanted to see if you'd like an updated Total Cost Analysis — rates change daily and we want to make sure your numbers are current.'
• Use Mortgage Coach's 'last opened' tracking on shared TCA links — if a pre-approved client who has gone quiet suddenly opens their analysis, trigger an immediate outreach: 'I noticed you were looking at your mortgage analysis — would you like me to run updated numbers?'

The playbook

1. 1. Loan partner (Chelsea) takes initial call: collects timeline, target purchase price, down payment, pain points, and books face-to-face meeting with Kelly.
2. 2. Client completes online PQ application and uploads docs to secure borrower portal before the meeting.
3. 3. Kelly reviews docs and pre-builds Mortgage Coach TCA templates for relevant scenarios.
4. 4. 30–60 minute face-to-face meeting: dreams and goals conversation, review TCA on monitor, confirm pre-approval parameters or build credit/income plan.
5. 5. Same-day follow-up: send thank-you card and homeownership gift.
6. 6. Present Approved Buyer Advantage in email: 3 commitments required before full underwritten approval.
7. 7. When client goes under contract: Kelly has a 'contract acceptance call' covering timelines, rate lock decision, and next steps — then hands off to processing team.
8. 8. Kelly stays at 30,000-foot view; does not re-enter the file unless escalated.
9. 9. Weekly pipeline review with Chelsea: check TBDs, follow up 48 hours after offer submissions, review Wednesday inactivity report for 120-day dormant files.

Worth quoting

“There's no cost, but there is a commitment — you're investing in them.”

“You can't turn in crap and hope it sticks.”

Best for

LOs doing 5+ units/month who lose pre-approved buyers to competitors or spend hours on clients who were never serious.