The Two Words That Get People to Take Action

I keep a sticky note on my monitor. It says four words: What's in it for them?

Every time I ask a client, an agent, or a team member to take a next step, that question is right in front of me. Because here is what I have learned after years of doing this: people do not move for you. They move for themselves. When we ask the way most loan officers ask, we are telling people what to do for us. And that is not what gets someone to upload their documents at 10 PM on a Tuesday.

The Problem With How We Ask

The most common version of the ask sounds like this: "Hey, I'm going to send you the link. Go ahead and complete the application and I'll start working through it and get back to you on next steps."

That is entirely about what you need. It gives the other person no reason to move. Their motivation is not your process. Their motivation is what your process does for them.

Two words fix this entirely: "so that." Do this so that I can help you achieve your goal. Complete this so that we can get you to your next step. Every ask becomes about them, not about you.

Four Real Examples

The "So That" Framework in Practice

Pre-approval questionnaire

"I'm going to text you the quick questionnaire. If you complete it, it gives us the information so that we can help you build a clear move plan, including the right sales price, monthly payment, and cash to close."

Agent sending buyer contact info

"Would you mind sending me their contact information so that I can call them right now and make sure they're pre-approved before they ever get in your car?"

Document upload after consultation

"Is there anything that would prevent you from uploading your documents tonight by 10 PM so that I can verify everything and get you a fully verified pre-approval before you make an offer?"

Keeping buyers in the loop on properties

"If you find something you like enough to go look at it, text me the address so that I can update the numbers and make sure the monthly payment and cash to close still meet your goals."

Notice what every one of those has in common. The ask is not about your workflow. It is about what completing the step does for them. A verified pre-approval. Time saved for their agent. Numbers confirmed before they fall in love with a house. That is what moves people.

It Has a Dual Purpose

That last example is worth looking at twice. When a pre-approved buyer texts me a property address, yes, it helps me update their numbers. But it also keeps me in the loop the moment they are excited enough to go look at something. The ask serves them and it serves the business at the same time. That is not manipulation. That is good design.

"I'm always thinking: if I ask you to do this, what does it help you achieve? That question is what keeps them motivated to take the next step."

Ready to stop the production roller coaster?

Join Steve for the free How to Predictably Close 10 Loans a Month webinar. He will break down the five pillars, including how to consistently ask for the business in a way that actually gets people to move.

Write It Where You Can See It

Put "What's in it for them?" on a sticky note and put it on your monitor. Keep it on a Google Doc if you work from multiple screens. Every time you are about to ask a client, an agent, or a referral partner to take a step, look at it first.

Reframe the ask. Connect it to their goal. Use the words "so that." Then watch how differently people respond.

Whether it is a lead, an agent, or a referral partner, our whole job is to help everyone in and around our business take their clear next step. When you are thinking about what is in it for them, you will get more people moving. And more people moving means more impact, more transactions, and more of the business you are trying to build.

Anything worth doing is worth doing badly. Just get started.