Ethos Matters most

1. The Two
Mental Triggers
BY Dave Savage
Top Producers Use to
Multiply Their Commissions
and Referrals
> m u lt i ply

2. Dear Mortgage Professional,
They seem to do the impossible…Year after year top producers in this country create staggering levels of
production and commission income.
Some of these master originators generate 30, 60, 90 and even 100-plus million dollars a year in personal
production. That means that they are generating personal commissions ranging anywhere from $300,000 to
$1 million a year!
If you are like me you have two reactions to those numbers...
1. Wow!
2. No thanks.
A common perception is that these lenders are working horrific hours, have no life and probably are
destroying their families.
Yet, a five-year study into the practices and strategies of these loan officers reveals some fascinating facts —
facts that you can use to double your personal commissions in the next 90 days while not spending as
much time on each deal as you may be now.
For example, our research uncovered the following discoveries:
Fact: These top lenders actually get rate-shopped far less than the typical loan officer.
Fact: On average these lenders earn at least a 10% higher commission on each deal.
Fact: They receive far more referrals than the industry average.
Most importantly, there is a 99.9% chance that these master originators accomplish these strategies and still
spend less time and effort working on each deal than you may.
Simply put, these top producers are working less and earning more — far more — than the average lender.
So, what’s going on here?
What are these lenders doing that makes this type of production possible?
True, maybe you don’t want to do 40 or 80 million dollars a year in business, but it would be nice to not
work any harder and still earn higher commissions and receive more referrals.

3. Here is their secret…
These master originators have discovered a way to fire off two distinct “mental triggers” in the minds of their
prospects. When both of these triggers are fired off simultaneously, it causes their clients to rate-shop less,
not grind as hard on commission and then rave about the service they received to their friends and family.
Let’s take a look at these two mental triggers and examine how you can use them to earn more in less time.
In order to fully to understand the first mental trigger that these master originators are using, we have to
journey back through time 2200 years to 350 B.C. in order to discover the answer.
What Greek philosopher Aristotle knew about closing loans 2200 years ago that you don’t know today…
Around 350 B.C. Greek philosopher Aristotle was the first person to identify and classify the means and
methods of persuasion experts such as leaders, politicians, lawyers and salespeople.
His insights were so profound and on-target that universities still teach his methods 2200 years later. No one
has ever come up with a better approach to the art and science of persuasion.
The first category of persuasive techniques he discovered was named “logos.” Logos is the root of our
modern word “logic.”
Logic is a useful tool of influence in some situations, but after observing the most persuasive men and
women of his time, Aristotle identified it as the weakest form of persuasion. If you’ve been selling for longer
than two weeks you know this to be true. People are far more persuaded by their hearts than their heads.
The second form of persuasion that Aristotle identified was called “pathos.” Pathos is the root of our word
“passion.”
Aristotle observed that those who used passion to influence were far more powerful as speakers, politicians, and
persuaders. In fact, most of the sales training, advertising strategy and political speech we are exposed to in
business and life today use some form of pathos to accomplish their objective.
Yet, as effective as “pathos” is, Aristotle identified one more level of persuasion that was more powerful than
logic and passion combined.
This next level of persuasion is so powerful because those under its influence actually don’t believe they are
being influenced at all. In your own life, you realize that when you know someone is trying to influence or
persuade you, your defenses and resistance rise a bit.
The magic of this next level of persuasion is that it bypasses that human resistance reflex to being persuaded.

4. “The Ethos Effect”
Aristotle called this highest level of persuasion “ethos.” We derive our modern concepts of ethics or moral
character from this Greek word.
What he meant by “ethos” was this: When a professional persuader had a strong “ethos” his or her audience
immediately felt a deep trust and respect. It is the exact same emotional response or reaction we have to a
trusted family doctor or a world-class specialist like a brain surgeon, or a trusted advisor like a CPA.
The opposite of the Ethos Effect would be the feelings we have when we are in front of a used car salesman.
So, the most powerful and influential persuaders throughout history have been masters of creating the
Ethos Effect in their audiences.
Our research shows that master originators are also experts at instantly triggering this Ethos Effect in
their prospects.
But how can you create this Ethos Effect — this Trusted Advisor reflex, in your prospects?
Aristotle identified two key factors, that when blended together, automatically trigger the Ethos Effect in
an audience or prospects.
The Two Master Keys
One: There is an immediate impression that this man or woman possesses an extraordinary knowledge and
competence in his or her area of expertise.
Aristotle observed that the most influential men of his time did and said things that instantly gave their
audience the confidence that they were dealing with the consummate professional. When an influential man
or woman spoke, his or her audience immediately recognized that they possessed rare knowledge and abilities.
Two: The most persuasive leaders instantly sent the message that they had their audience’s or prospect’s best
interest in mind.
Let’s quickly look at how both of these elements are linked together…
If your prospects perceive you to be brilliant, yet they also sense that you are playing for yourself, their
defenses go up and you do not possess ethos. On the other hand, if your audience immediately perceives you
to have their best interest in mind, yet they don’t believe you have unique knowledge or expertise, you still
don’t possess ethos.
Without exception, the master originators we’ve studied instantly create the Ethos Effect in the minds
of their prospects.

5. Shortly, I’ll show you a way to create this same “Ethos Effect” in the mind of your prospects, but first, let’s
examine the second mental trigger that top loan officers are activating when they are speaking with clients…
Change the Game on Your Competitors
As powerful as the Ethos Effect is by itself, we have made another fascinating discovery when observing master
originators. Without exception, they discovered ways to completely change the game on their competitors.
They did this by altering the customer’s perception of the nature of a loan.
We’ve discovered that top producers are absolute masters at showing their clients how small, subtle differences
between loan programs can create life-changing differences.
Here is the difference between a typical loan officer and a top producer…
Traditionally, when a customer begins to shop for a loan they are trained by the media and other lenders to
look for the best rates and fees. A loan is an expense and a way to get a home — nothing more.
So, loan officers naturally compete with other loan officers on rates and fees — that’s why consumers are
compulsive rate shoppers. In their mind, the only difference between one loan officer and another are their
rates and fees.
By contrast, after a prospect meets with a top producer, they no longer see a loan as just a loan. They are no
longer focused on rates and fees. In fact, prospects don’t even consider these top loan officers to be offering
the same loan as other originators.
We call this magic the “Power Shift”
Here is how it works:
Within minutes of talking with a master originator, prospects are no longer focused on rates and fees.
They are focused on much more important issues like early retirement, financial freedom, education
planning and savings.
This is critical: The effect of this Power Shift is that the top producers are actually offering a completely
different product/service mix from the perspective of their prospects.
Put yourself in the prospect’s shoes for a minute. What is going to have a more profound emotional
impact on you:
> Saving $30 a month or retiring 10 years early — debt free?
> Saving $500 or $1000 in fees/points or being able to afford a Harvard education?
Would you personally want to try sell a $30 monthly savings over retiring 10 years early?

6. Now you understand why the typical loan officer doesn’t stand a chance against a master originator. Their
ability to set themselves apart from the crowd of competitors by combining both the Ethos Effect and the
Power Shift gives them an almost unfair advantage over competitors.
The Easy Way — The Hard Way
Now let’s focus again on YOU:
How can you immediately create the Ethos Effect in the mind of your prospects? How can you instantly
cause a Power Shift in a way your prospects can understand and be impacted by?
Well, there’s the easy way and the hard way…
First the hard way. Do what these top producers have done: they have invested eight to ten years perfecting
their strategies, polishing their presentation, educating themselves on financial analysis and much more.
If I were to guess, I would say that you don’t want to wait eight, ten or more years to begin reaping the advan-
tages of being perceived as a trusted advisor by your prospects.
So let’s discuss the easy way…
By using a breakthrough system that acts like “a trusted advisor in a box,” you can save all of those years of
effort and instead have years of building referrals and profits.
This system all began eight years ago when originator Dave Savage decided that getting a steady stream of
referrals from trusted advisors like CPA’s and financial planners would be the best way to grow his business.
The Challenge
But when he went to call on these advisors he was for a rude awakening. In their eyes, as a loan officer, had
the ethos of a used car salesman. There was no chance that these advisors were going to place their
reputations at risk in order to help a loan officer get a commission.
So it was back to the drawing board. He had to find a way to make CPAs and financial planners see him
as an equal.
After extensive research and experimentation, Dave came up with a set of tools that showed the advisors and
their clients the life-changing impact that small decisions could make on their quality of life.
There were still two problems though. While the trusted advisors could grasp Dave’s analysis and reasoning,
the average prospect could not. All they saw was a bunch of numbers on a page. The second problem was
that to work up all of the individual analysis took at least an hour or more for each loan prospect.

7. Back the drawing board…
Next Dave partnered with Greg Wexler, a brilliant computer programmer out of Xerox’s PARC research center
(these are the men and women who invented the mouse, and Windows®
environment and fax machines).
He and Greg spent over 5000 hours trying to automate all the analysis and insights that Dave was providing
for his clients. They had two goals: reduce the amount of time it took to create the numerous calculations
and analysis, and then make them create impact and understanding for the average consumer.
The Breakthrough
After 5000 hours of development work, their goals were achieved and the Mortgage Coach was born.
Top lenders were the first drawn to the system because it dramatically cut the time it took them to achieve
their objectives. Industry magazines and other publications endorsed the Mortgage Coach system, even
industry experts like Todd Duncan and Ron Quintero endorsed the program to their clients.
The Mortgage Coach allows even new loan officers to instantly create the Ethos Effect and simultaneously
trigger the Power Shift in the minds of their prospects. Many new loan officers began taking deals away from
more experienced loan officers, and average producers began to multiply their commissions and gain more
time freedom.
The Mortgage Coach system is nothing short of a “Trusted Advisor” in a box. It is changing lives for both
originators and their prospects alike.
The average user who adopts the Mortgage Coach system doubles their production in 90 days. That means
higher commissions, more referrals and less time spent winning each loan.
I invite you to learn more about this remarkable system. Discover for yourself the results that top producers
and originators from across the country are generating with the Mortgage Coach system.
You can call one of our Mortgage Coach experts at (800) 951-2696 704 for a complete tour and test drive.
Or, visit our website, www.mortgagecoach.com and see case studies, selling situations, the actual Mortgage
Coach presentations and strategies.
What you see could revolutionize your business.