Build the 20-Minute Mortgage Pitch (Big Idea → Secret Sauce → Deal → Heat)
Attention is a finite chemical event. Spend it like gold. Open with a time-constraint: “I’ve got about twenty minutes for the big idea, then a few minutes to talk it over before I’m out.” That signals status and tells the croc brain this won’t be a hostage situation. Phase one is the Big Idea: in a minute or two, use the Idea Introduction Pattern—“For [target] who are dissatisfied with [status quo], our [category] provides [key solutions] unlike [alternatives] because [unique].” Then prove “Why Now” with three market forces: economic (rates/inflation/inventory), social (buyer behaviors), and tech (tools, process, product changes).
Phase two is Budget & Secret Sauce. Show you’ve planned for risk, not fantasy revenue. Explain your defensible advantage—your speed, your lock strategy, your partner network, your underwriting edge—in language tuned to their mind. Phase three is your offer in two minutes: exactly what they get, when, and how, with a simple next step. Phase four stacks frames—Intrigue, Prize, Time, Moral Authority—to create the emotional momentum that turns interest into action. If the double helix can be explained in five minutes, your loan strategy can be too. The win isn’t proving you’re smart; it’s protecting the client’s attention so they can decide.