You’re Not Selling Mortgages—You’re Guiding Dreams Into Reality
Let’s face it, nobody gets excited about a 30-year debt commitment. But you know what does spark excitement?
Starting a new chapter.
Creating stability for a growing family.
Building a legacy that outlives you.
That’s the real business you’re in.
As a loan officer, you’re not here to pitch interest rates. You’re here to guide clients toward the life they want, with home financing as the compass, not the destination.
Here’s where the Exactly What to Say® (EWTS) framework empowers top producers: showing up intentionally in your daily conversations.
Instead of:
“What kind of loan are you looking for?”
Try:
“What does owning this home make possible for you?”
→ This invites purpose into the process and builds emotional investment.
Instead of:
“I can get you pre-approved quickly.”
Try:
“What would it mean for you to know exactly what you can afford—and make offers with total confidence?”
→ You’re not promising speed. You’re promising certainty.
Instead of:
“Here’s your rate.”
Try:
“Most people I work with care more about peace of mind and long-term gain than just a number on paper. Want me to walk you through what that could look like?”
→ Boom. You just reframed value.
This is the power of the EWTS principle called “Vision”—it allows conversations to move from logic to emotion. When people feel their future, they move faster and with less resistance.
You become more than a lender.
You become their guide.
Cherl Braunschweiger is a speaker, coach, and educator with over 30 years of experience in the mortgage lending industry. Cheryl is passionate about transforming how professionals communicate and build relationships. Beyond work, Cheryl is a golfer, skier, and proud Colorado State University grad. Connect with Cheryl on LinkedIn.
