Rates are coming down.
And the conversations are heating back up.
But here's the real challenge: when clients, partners, and prospects ask you about rates, most agents and loan officers say the wrong thing.
The Wrong Answer
"Rates are coming down, so now is a great time to buy!"
This sounds good. It's also the thing every agent is saying. Which means it sounds like noise.
The Right Answer
The right answer is specific. It's personal. And it creates urgency without pressure.
Here's the framework:
For buyers who've been waiting: *"The rate environment is shifting. Here's what that means for your specific situation — based on the price range you're looking at and your credit profile, your monthly payment would be approximately $X lower today than it was six months ago. Want to run the updated numbers?"*
For past clients: *"I've been thinking about you. With rates moving the way they are, I wanted to reach out personally. If you bought in the last 18-24 months, there may be a refinance opportunity worth looking at. Can I have my lender run a quick analysis?"*
For referral partners: *"I know you have clients who've been sitting on the fence because of rates. Now might be the time to reach back out to that list. I'd love to co-host a quick webinar or send a joint email to your database — want to put something together?"*
The Principle Behind the Scripts
Notice what all three scripts have in common:
1. They're specific to the person's situation 2. They offer a clear next step 3. They don't use generic language like "great time to buy"
Generic language gets ignored. Specific language gets responses.
Your Action Item
Pull your last 20 contacts. Identify which category they fall into — buyer, past client, or referral partner. Send one personalized message to each.
Don't blast. Don't automate. Write each one individually.
That's what separates a Referral Boss from everyone else.
— Keith
