Are you selling the rate or building relationships?
By: Randy Senzig | Published: 2026-02-05 08:15:00 | Source: www.housingwire.com
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.
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Many salespeople sell rate because they believe that’s how deals are won. What…
