APEX For loan officers · 60 seconds

You don't have a lead problem.
Here's the 60-second test.

Most loan officers are sitting on a closed book that already trusts them and hasn't heard from them since the closing — and don't know it. This is how you find out if that's you — nobody sees the score but you.

The test

Pick ten past borrowers at random. Not your favorites — random. Scroll and stop. Now answer all six questions about each one, in under fifteen seconds, from your system or your head.
  1. Who is this?The loan you did, roughly when.
  2. What did you last say?The last conversation, not the closing.
  3. Where are they now?Time in the loan, what they've built.
  4. What brings them back?Refi, cash-out, investment, referral.
  5. What's the next step?One specific action.
  6. When does it happen?A date on the calendar.

A borrower only counts if you can answer all six. Five out of six is a zero. "I'd remember if they called me" is a zero.

Your score

8–10You have a real system. Almost no LO does. Whatever you're doing, protect it.
5–7Good memory, bad system. It holds right up until you get busy — and busy is the whole goal.
3–4The most common score for an LO who's actually closing. Nothing's wrong with you — there's just nothing catching what you can't hold in your head.
0–2That's a closed-loan list, not a pipeline. Right now everything in it is worth zero.

What it's costing you

Loans I've closed, all in
How many of my ten passed
My average commission per loan
You don't have to work that whole number. You need one — one borrower you'd have caught before somebody else did. That's the entire math.

The fix — ten minutes on a Friday

Every past borrower gets one next step and a date. Only five are allowed:

Call themSend somethingCheck inAsk for the referralLet them go

That last one is the one everybody skips, and it matters most. A book you can't act on is worth less than a smaller one you can. Letting someone go is a decision. Leaving them in there isn't.

The two ways this actually goes wrong

Silence. Two years in, they've built equity, rates move — and the first person to reach out gets the call. Usually whoever bought the ad.

The blast. You hit the whole book at once, and the people who closed four months ago refinance right out of your commission. You paid for that email twice.

Both are follow-up problems wearing a costume. The difference isn't effort — it's knowing which borrower is which on the day it matters, and nobody tracks that by hand in month seven with four files in underwriting. That's what we solve: not a better place to put your borrowers, but something that knows where each one stands on the Tuesday you don't have ten minutes.

Scored under 8? Book a 30-minute demo. We'll show you what's falling through your book and what it's worth.

Book a demo →

Keep reading: About: Run with Apex