Success Starts With a Line in the Sand

Most loan officers talk about wanting success, but very few make the firm decision to pursue it. A decision is NOT A WISH. A decision is a line in the sand. Until you decide, you’ll dabble, hesitate, and keep one foot out the door.

Your decision sets the tone for everything else:

• Have you decided this is a career, not just a job?

• Have you decided to build a business, not just close loans?

• Have you decided that failure isn’t an option, only feedback?

Without a decision, your vision is just a dream. With it, you take ownership of the path and stop giving yourself the option to quit (Which is the easiest decision to make).

Why Ladder 9™ Matters: DECISION

The average loan officer dips their toe in the waters of growth, hoping for success, but leaving back doors open. That mindset breeds inconsistency and keeps them from ever reaching their potential. Ladder 9 is about clarity and structure, and clarity begins with decision.

This week is about Decision because it marks the true turning point. Once you decide, you’re no longer testing the waters like everyone else. You’re all in. That single shift separates the doers from the dabblers.

Ask yourself: Have I actually decided to build a business worth scaling, or am I still treating this like a “we’ll see how it goes” opportunity?

Ladder 9 Checkpoint

✅ I’ve made a firm decision to build a business, not just close loans.
✅ I’ve written down why this decision matters to me.
✅ I can confidently explain my decision to someone else.

If you can’t check all three boxes, that’s your assignment this week.

Quick Win Tip

Write a letter to yourself dated one year from today. Thank yourself for making the decision now, and describe the results you’re experiencing because of it. This will make your decision real and fuel your daily actions.

Next Rung Preview

Next week, we’ll cover Commitment, which is the non-negotiable fuel that keeps you moving forward when the excitement fades. And the excitement WILL fade (just like motivation).

Share of the Week

One of the simplest but most overlooked tools you can use to deepen client relationships is having a Homeowner Service Directory. This is a go-to list of trusted professionals, handymen, electricians, plumbers, landscapers, etc., that your clients can turn to after closing. If client retention/customer lifetime value is important, then you know that homeownership doesn’t stop at the loan. You know that there will be maintenance, repairs, and improvements over time, and there is great value in being the one providing the solutions; you stay FIT (First In Thought) long after the mortgage piece is done.

Here are five proven ways to put your directory to work:

1. Your Database – Call, text, or email past clients with your updated directory. It’s a natural reason to reach out and adds real value beyond rates and refis.

2. Social Media – Post about it regularly and keep a downloadable version linked in your profile. “Need a reliable handyman? Grab my free directory here.”

3. Mailers – Send a branded version (with your name or something catchy like “Local Legends”) featuring a QR code so homeowners can easily access the full list.

4. Events & Pop-Bys – Drop it off as a leave-behind when visiting clients or hosting appreciation events. It positions you as a resource, not just a loan officer.

5. Sphere of Influence – Even renters or friends may find it useful, and it creates natural referral opportunities.

A well-built service directory keeps you relevant, builds loyalty, and turns you into the first call when a client, or their neighbor, needs help.

Here’s What You Missed Last Week:

Last Tuesday, I did a workshop on lead generation for loan officers, which was an absolute hit and gave them practical strategies to deploy immediately. Tomorrow, my good friend, top producer, and Green Zone co-author Darren “DC” Copeland, will be joining me as we show loan officers how to create a million-dollar routine.

Does it work? Check out the production below, and you tell me.

I hope to see you on the call, and until next week, Always Forward.

-Frazier

P.S. Get the playbook that is helping loan officers do more loans today! The Green Zone Project is available now!