In this conversation, Eric Bramlett and Max Leaman interview Brett McCracken, an expert in lead conversion and customer experience. They discuss the importance of building relationships with clients, the role of technology in the mortgage industry, and the impact of interest rates on consumer behavior. They also explore the challenges faced by loan officers in a competitive market and the value of providing exceptional service. Overall, the conversation highlights the need for loan officers to prioritize human connection and personalized experiences to stand out in the industry. During the conversation, Brett McCracken discusses the lack of financial advice provided by loan officers and real estate agents. He highlights that most loan officers do not ask important questions about a borrower's financial situation or offer different options for mortgage terms. Similarly, real estate agents often fail to ask for contact information or provide a personalized experience for potential buyers. McCracken also shares his experience secret shopping at banks and real estate agencies, revealing instances of poor customer service and missed opportunities for cross-selling. The conversation explores the role of technology, specifically AI, in the real estate and mortgage industries. The speakers discuss the potential impact of AI on various aspects of the business, such as lead generation, customer experience, and cost reduction. They also touch on the importance of human connection and the value of teaching and mentoring. Overall, the conversation highlights the need for businesses to adapt and leverage technology to stay competitive.