Close with Heat: Frame Stacking that Makes Buyers Chase You
Decisions are felt first and justified later. Your job at the finish line is to stack frames that create clean, ethical momentum. Start with Intrigue: a brief story of the new world you’ll enter together, the obstacles you’ll overcome, and the benefit they’ll “own” (“We beat the builder credit without a brawl”). Move into Prize: you select partners carefully and you’re interviewing them too (“Why will we love working with you?”). Add Time that is fair and external (“Locks don’t wait—decisions by Friday keep your payment target intact”). Finish with Moral Authority: your commitment to do what’s right even when it costs you (“We won’t fund a loan that puts you underwater in year two”).
This stack generates desire and stakes without pressure or gimmicks. It reframes money as the commodity—useful only when paired with your process—and positions you as the scarce resource. In mortgages, heat beats features. When clients feel safe, excited, and chosen, they move. Then the brain writes a tidy paragraph to explain why it was obviously logical all along.