Mortgage Planner Coaching

The 52-week persona calendar.

One specific referral ask, every week of the year. A full year of pre-mapped asks, timed to the life events that actually drive transactions.

  • MonPick
  • TueRun
  • FriScore
  • MonRotate
Week1
This week’s persona

 

Use it on every text, partner call, and social post this week.

See the full year

The full year

Four seasons, 13 personas each. The current week is highlighted.

Q1 · Jan to Mar

Winter wakeup

Engagements, resolutions, tax-refund down payments, lease-end planners, and school-district movers.

  1. 1

    Just got engaged over the holidays, combining households this year.

  2. 2

    New Year’s resolution: finally buy a house in the next 12 months.

  3. 3

    Sitting on a 7%+ rate from 2022 to 2023, watching for the refi window.

  4. 4

    Got a year-end bonus and wants it working in real estate.

  5. 5

    Renting at $2,500+ a month and tired of throwing money away.

  6. 6

    Got engaged Valentine’s weekend, a first-time buyer couple.

  7. 7

    Expecting a tax refund and wants it to become a down payment.

  8. 8

    Self-employed buyer who got turned down by a big bank lender.

  9. 9

    Empty-nester thinking about downsizing this spring.

  10. 10

    Family outgrowing the house, wants to be in a new district by fall.

  11. 11

    Renter whose lease ends in May or June.

  12. 12

    Just had a baby and is starting to feel cramped.

  13. 13

    First-time buyer who was “preapproved somewhere” months ago and never moved.

Q2 · Apr to Jun

Spring surge

Tax-day movers, promotions, weddings, graduates, summer relocations, and move-up buyers.

  1. 14

    CPA referral: just filed taxes and learned what homeowners deduct.

  2. 15

    Just got promoted and is ready to move up.

  3. 16

    Investor who wants one or two rental properties this year.

  4. 17

    Move-up buyer who’s been “waiting for the right time” for two years.

  5. 18

    Recent graduate starting a new job in a new city.

  6. 19

    Just got married, ready to combine and buy their first home together.

  7. 20

    Corporate relocation that has to close before the school year.

  8. 21

    Parents helping a kid buy a first home (gift, co-sign, or non-occupant).

  9. 22

    VA-eligible buyer or military PCS this summer.

  10. 23

    Dad who’s quietly ready to step up to the dream home for the family.

  11. 24

    Family of 5+ that has clearly outgrown the current house.

  12. 25

    Relocating for a job and needs to close before August.

  13. 26

    Mid-year bonus recipient ready to put it to work in real estate.

Q3 · Jul to Sep

Summer shift

Second-home dreamers, last-minute relocations, empty nesters, divorce restarts, and year-end positioning.

  1. 27

    Just got back from vacation, thinking about a lake, beach, or mountain second home.

  2. 28

    Self-employed or 1099 buyer who needs bank-statement financing.

  3. 29

    Investor looking to add another rental before fall.

  4. 30

    Last-minute relocation that has to close before school starts.

  5. 31

    Kids just left for college, empty-nesters ready to downsize.

  6. 32

    Renter whose lease ends in August or September.

  7. 33

    Recent divorcee starting over who needs a fresh-start home.

  8. 34

    Just got promoted and is sitting on a bigger paycheck.

  9. 35

    Empty-nester finally ready to pull the trigger on the downsize.

  10. 36

    HELOC holder feeling the variable-rate squeeze.

  11. 37

    Recently laid off and needs to restructure debt with a cash-out refi.

  12. 38

    Investor planning to buy before year-end for tax positioning.

  13. 39

    Move-up buyer who lost spring bidding wars and is ready now.

Q4 · Oct to Dec

Year-end move

Rate watchers, tax-driven closings, holiday engagements, growing families, and New Year planners.

  1. 40

    Sitting on a 7%+ rate, watching the window and ready to move when it opens.

  2. 41

    Self-employed buyer who needs creative income documentation.

  3. 42

    Family expanding, baby on the way or adopting, and needs more space.

  4. 43

    Pre-holiday relocation that needs to wrap before Thanksgiving.

  5. 44

    CPA referral: clients planning year-end real estate tax moves.

  6. 45

    Wants to close before year-end for tax benefits.

  7. 46

    Just got engaged at Thanksgiving, the start of a Q1 buyer.

  8. 47

    Empty-nester ready to downsize before holiday family gatherings.

  9. 48

    Year-end bonus recipient ready to use it as a down payment.

  10. 49

    Just got engaged at Christmas, a first-time buyer couple in Q1.

  11. 50

    Renter dreading another lease renewal in January.

  12. 51

    Wants to start the New Year in their new home.

  13. 52

    Planning the next 12 months, a future Q1 buyer who needs a plan now.

How to run the calendar

A five-minute rhythm that keeps your whole team on one ask.

  1. Monday

    Huddle

    Five minutes. Open the calendar and confirm this week’s persona with the team. No debate, it’s already mapped.

  2. Tuesday

    Run

    Every text, partner call, and social post uses this persona. One ask, all week.

  3. Friday

    Score

    Each loan officer reports names captured, three minimum. The winner gets bragging rights and the team scoreboard.

  4. Next Monday

    Rotate

    New week, new persona. Last week’s names move into the follow-up pipeline, and the system keeps compounding.

“Generic is invisible. Specific is magnetic. Change the sentence, change the year.”

The Mortgage Planner, Mortgage Planner Coaching

Questions about the persona calendar? Email ElementMarketplace@elementhl.com.

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