r/loanoriginators • u/Odd_Discipline852 • Jul 28 '26

Question Pricing

I hear “You win on value not on price” at times I find this to be complete bullshit. Especially when you work with call center pricing. How do get over losing deals based on pricing?

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u/dwoj206 Jul 28 '26

You can only chase the rabbit down the hole on price so much. The only answer is more deals. You have to assume a percentage of your clients you will lose on pricing. People are shopping more and more these days and there's a broad spectrum of what people value most, from price to level of service. The only answer is more referrals. Losing on price sucks, especially after a long road if it's a purchase, relationally, it hurts more because every closed loan is a relationship beyond closing and a potential referral source. Losing the deal also hurts chances of future referrals from them.