As mortgage professionals, we have an incredible opportunity to make a difference by giving back to our customers, community and world. We send a message to the public that we care and that we are an honorable industry.

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In my past two articles for Scotsman Guide, we covered the first two stages in the Triangle for Success—value and relationship. However, you can create outstanding value and meaningful relationships with your borrowers and still lose the sale if you do not complete the third and final component in the triangle—differentiation.

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Because if you offer benefits alone, no matter how good they are, the customer will take those benefits and shop at a lower rate with your competition. To ensure the deal, you need to connect value to the other two components of the triangle: REALationship and differentiation. Let’s start with REALationship.

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What are the three primary ingredients to success for loan officers? After 21 years of managing and training over 150,000 loan officers and 90 mortgage companies, I have determined that there are three primary requirements that make up success: value, REALationship, and differentiation. I call them, the Triangle of Success.

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