Your Sales Process Is Broken! Here’s What Today’s Borrowers Actually Want

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Episode Summary:

Most mortgage professionals think their biggest challenge is inventory or affordability, but the real problem might be hiding in plain sight: your sales process. In this episode, I sit down with Jake Vermillion, CMO of Mortgage Champions, to unpack why most loan officers are still selling like it’s 2021… and how that’s quietly destroying trust, pull-through, and long-term loyalty.

Jake reveals how misalignment between marketing and sales is creating a broken borrower experience—and what to do instead. From replacing “Apply Now” with value-first engagement, to knowing where AI belongs (and doesn’t), this episode is a must-listen for any LO or leader who wants to stay relevant and competitive in 2025 and beyond.

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