Dear Loan Officer: Are You Discussing the 3 Main Areas of Emotion in Finance?

If you are on my e-mail distribution, last week you heard me talk about the importance of selling the problem first. As you continue the sales process, it’s important to remember that your client’s decisions are largely emotional, and not logical.

Logic = Conclusions. Emotions = Decisions.

A lot of us have the curse of knowledge, and can talk all day long about the industry, mortgages and finance, to lead potential clients to conclusions. But it doesn’t mean they will make a decision, and that’s why connecting emotionally with them is a critical step in the process. Buying a home is a hugely emotional experience for a lot of our clients, and to increase sales and help more families (and really become that essential partner in your client’s lives), you have to engage more on what is emotional to them. In my video below, I break down the top 3 main areas of emotion that exist around finance:


I wish you all the best!


About Trevor Hammond

As a veteran of the mortgage industry, Trevor Hammond is the co-author of "Borrow Smart, Retire Rich," a Certified Mortgage Adviser and a founding Faculty Member and Contributor to the National Institute of Financial Education ( And he has provided thousands of homeowners with the clarity and confidence to make smarter decisions when it comes to their mortgages and money. In 2013 he launched an entirely new kind of mortgage company: Aspire Mortgage Group, which is committed to educating and empowering homeowners to increase savings, eliminate bad debt, and safely increase net worth. The specialized group of mortgage professionals at Aspire Mortgage Group have redefined what homeowners should expect from a mortgage company. To learn more about Trevor Hammond and our team of mortgage advisors please visit our website at or email Trevor directly: Aspire Mortgage is a Sierra Pacific Mortgage Partner.
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