Often, brokers put a lot of effort into being friendly and likeable. And while likability is important, many brokers actually make the mistake of trying to be too nice. Some customers might respond positively to this, but it ultimately doesn’t help their mortgage business as a whole.In this episode of Mortgage Broker Acceleration, James Veigli and Ash Playsted address misguided ideas about niceness. They do not claim, however, that brokers should be rude or difficult to work with. Rather, they argue that brokers should focus on establishing their authority, expertise, and experience. Tune in to discover how to rethink your conversations and engagements with your clients.The Key QuestionsWhat’s the difference between being nice and being authoritative?

How should you approach the sales process and conversation?

Why should brokers take the lead?

Does coming from a position of authority and experience improve your conversion rate?

What You’ll DiscoverWhy being reactive is counterproductive

The problem with the sales mentality

The dog owner analogy

Transforming your business with the onion analogy