Borrowers shop several lenders at once. Put in your own numbers and see what slow replies cost you in a year.
A buyer who fills in a form or calls about a mortgage usually contacts more than one lender. The first loan officer who reaches them has the best chance of the application. Calls missed during closings, evenings and weekends are the ones that slip away.
Start with a typical week: missed calls plus web inquiries you answered after an hour or more. Then estimate how many were real borrowers, what share you usually close, and your average income per loan after splits. No rates or payments are involved.
Missed calls and inquiries a week × 52 × the share that are real borrowers × your close rate × your average income per loan. An estimate from your numbers.
Any call you did not answer and any inquiry you replied to after an hour or more: by then many borrowers are already talking to someone else.
Reply within minutes (an instant text or email helps), cover evenings and weekends, and make sure people can find you online and in AI search.
The headline number is free. We email the full breakdown and a free report on what ChatGPT, Gemini and Claude say when buyers near you ask for a loan officer. We store your email and website to send them.