Our industry has many familiar acronyms.

DTI, LTV, VOE, LOX, and of course the best one: CTC.

Well, today we’re going to create some serious FOMO for the LOs that are MIA from reading today’s LO Launch Letter.

I’m going to equip you with two en vogue business building acronyms that will increase your residual income for years ahead. 

So buckle up because your future self is going to thank you and who knows, you might end up being the GLOAT:

Greatest Loan Officer Of All Time.

Let’s work:

Starting today, I want you to reference all your past transacted clients as “current clients”.

We’re going to reframe how you think about them.

If you’re letting your past (ahem: current) clients slip away, you’re leaving serious money on the table.

And you’re not alone—this is one of the biggest missed opportunities in the mortgage lending business.

Here’s the reality: every past client in your database isn’t just a closed deal.

They’re a potential referral, a new loan, and a long-term connection.

But they’ll only remember you if you stay present.

There are SO many other lenders coming hard at your clients.

It’s like sitting on a Jamaican beach with a new panhandler vying for your attention every 30 seconds.

Okay, “so what are those two new acronyms Amir?”

Ah yeah MON, I thought you’d never ask:

LTV: Lifetime Value

CTA: Cost-to-Acquire

Determine what each transacted loan is worth.

Let's say it's $4k in pretax income.

The lifetime value of a mortgage client is 5x:

The 1st home

The 1st refinance

The move up home

The 2nd refinance

The second home (or IP)

5 x $4k= $20k!

OMG is right.

Now, the think about this as well:

The cost-to-acquire a new client is MUCH higher than repeat transactions for that same client.

The time, energy, and cost involved in procuring a new Realtor partner and to then refer us costs thousands of dollars.

Typically 30% of the gross revenue of every transaction ($4k x 30% = $1,200).

As you take great care of your current clients through high touch and highly leveraged forever follow up systems, your LTV increases while your CTA decreases.

AND, I didn’t even factor in PCRs (Past Client Referrals) or CCRs (Current Client Referrals) which are the best referrals (high trust, low acquisition cost).

So, how do you build a system that ensures you’re consistently nurturing these relationships without letting anyone fall through the cracks?

Here are three simple strategies to keep your database working for you:

1. LOTW

The Letter Of The Week

There are 26 letters in the English alphabet and 52 weeks in a year.

Call all your clients with the last name starting with "A" the first week of January, then all past clients with the last name starting with the letter "B" the second week and so forth.

Reset in mid-July.

Therefore, you'll be able to "touch" your database via the phone at least twice a year.

And this is an excellent way to systemize the “database floss” on your database decay.

Simply leave short and sweet “Apology Reset” voicemails (or use this if you get them live by surprise):

“Hi Jackie! It’s Amir, your old mortgage guy.

I want to apologize for not keeping in touch with you as regularly as I would have liked as your trusted Loan Advisor.

This week, I handed picked a few of my favorite past clients to say hello and thought of you.

Please call me when you have 1-2 minutes and when we do connect, I’d like to share with you a couple strategies to help you maximize your mortgage”

^ voila.

Time block this for an hour every Thursday morning and get to it.

2. Provide Real Value in Every Follow-Up

Each follow-up should offer something of value.

For instance, a market update or refinancing options if rates have dropped can add real benefit to your clients’ financial health.

Send a quick email with relevant, helpful information tailored to their situation—this positions you as a trusted advisor (loan advisor), not just a salesperson (loan officer).

Your email newsletters and social media content should either educate, entertain and/or empathize with your audience. 

Pro tip: Share resources specific to their needs, like saving strategies, home equity tips, or even a friendly “spontaneous” check-in on how they’re adjusting if they’re new homeowners.

You’ll be pleased with how many people remember great voicemails and/or ask you a real estate related question. 

3. Set Reminders and Automate What You Can

The best system is one that runs itself.

Use a CRM that can automatically send reminders and even schedule automated emails and messages to touch base with past clients.

That way, you can focus on new business while maintaining a steady presence with previous clients.

Pro tip: Leverage a tool that allows you to segment your database so that you’re targeting your clients in a personalized, intentional way.

A simple birthday or holiday message can go a long way in building rapport.

For example, I use Big Purple Dot send day before home birthday text messages and day of home loan anniversary messages.

Your database is one of your biggest assets, and building strong, long-lasting relationships will drive your future earned income.

Make sure your current clients are hearing from you before they hear from someone else, like me ;)

LFG!

-Amir

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