Hey everybody. This is Carl White broadcasting from the secret headquarters here at the

mortgage marketing animals. And you are listening to Loan Officer Freedom, number one podcast

in the world today for loan officer. So all right. So great to everybody here. And this is going to be

a pretty short one, I think. Might even be just a couple minutes long. But I want you to make

sure you listen to the message here. This is a really, really, really important message. And I think

I'm titling this one, bad things in the mortgage business. And some of you might go, wait a minute, Carl, I thought you always kind of give a positive spin on things. And I'm titling this one bad things in the mortgage business. And some of you might go,

wait a minute, Carl, I thought you always kind of give a positive spin on things. And I'm not going to

let you down. So trust me with this. So bad things in the mortgage business. All right, here's the thing.

I have found talking with literally tens of thousands of loan officers across the nation that bad things tend to happen in the

business not because of something they did, but it's because of something they didn't do. In other

words, bad things tend to happen in loan officers mortgage business because of inaction,

not because of action. Almost never do I hear, oh, I did this and it was terrible.

Almost always is I didn't do this and the cost of me not doing this was immense. And they're right on that.

So I want everybody to listen to this. And this will be something you might want to write down

that the most expensive thing in the mortgage

business is what I call COI C-O-I and C-O-I is the cost of inactivity or the cost of

indecision. Let me say that again. The most expensive thing in the mortgage business is COI, which

is either the cost of inactivity or the cost of indecision. So we've all heard of ROI return on

investment. This is much more important. This is the cost of inactivity. For instance, let's say

the amount of money that loan officers lose, like not getting,

by simply not calling their past database using very simple like loan getting scripts that are totally

cool, right? The cost of not doing that activity could easily be an extra 10 loans a month,

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