Frame Control for LOs: Own the Room, Own the Result

Every business conversation is a collision of frames—those invisible sets of rules that decide what matters, who leads, and how we’ll judge what we hear. The dominant frame governs the meeting. When we lose it, we fall back on “techniques” from a lower-status position and start performing for approval. Mortgage pros face three frames most often. The Power Frame flexes ego or rank and expects deference. The Time Frame squeezes you into a rushed, low-status scramble. The Analyst Frame drags everyone into cold cognition—deep details, zero emotion, and attention that drifts.

Beat Power with small, playful denials that signal you won’t be managed. Skip the meaningless small talk and calmly set your agenda: “Before we dive in, I’ve got a one-minute visual that sets context.” Replace a hostile Time Frame with your own: “If we’ve only got ten minutes, let’s reschedule—this deserves twenty so we can see if we’re a fit.” And park the Analyst spiral by acknowledging it, handing over a one-pager that answers 90% of the technical questions, then steering back to outcomes and people: “Let’s make sure our process fits your life—then we’ll let the math confirm it.”

Frame control is not chest-thumping. It’s generous leadership. You protect attention, keep the meeting human, and give decisions the context they deserve. When you consistently set the frame, your value gets seen, your time gets respected, and your advice lands.