For more than 25 years, I’ve heard loan officers complain that their rates aren’t competitive. One of the first questions rate shoppers ask is, “What’s your rate today?” For far too long, the industry’s focus has been on rate—not on what is truly the best financial decision for the borrower.

Many salespeople sell rate because they believe that’s how deals are won. What I’ve learned over 25 years in mortgage origination is this: loan officers don’t win by selling rate—they win by educating borrowers on their options and aligning those options with the borrower’s long-term financial goals.

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