By: Dave Savage
March 31, 2026

Sean Herrero
Senior Mortgage Advisor at Cross Country Mortgage

Sean Herrero closed somewhere around $136 million last year. His goal for 2026 is $300 million. Two months into the year, he has $40 million funded, $12 million out in docs, and 30 locked loans. He is on track.

When I interviewed him at the beginning of the year, he said he was going to get there by doing three things: more one-to-many events with real estate agents, more Instagram content, and more videos. Just doing the highest leverage activities more consistently and at a higher level than he’s ever done them before.

This week, we dug into one of the most underutilized one-to-many strategies in the mortgage business right now: the open house. And Sean gave us one of the best breakdowns I’ve heard in 15 years of doing this.

Sean Herrero closed approximately $136 million last year, with a target of $300 million for 2026. To get there, he leverages a highly strategic, modern approach to a classic one-to-many opportunity: the open house.

Shift From Specs to Strategy

Handing out a paper flyer featuring the home’s photos, square footage, and bedroom count is an obsolete 1985 strategy. Buyers already look up that information online before walking through the door. Instead, address the psychology of the modern buyer in a hot spring market: How much over list price do I need to go, and what does that actually cost me?.

The Offer Strategy Guide

Sean utilizes MortgageCoach to build an Offer Strategy Guide displayed in acrylic sign holders right at the open house. It showcases three side-by-side scenarios: List Price, $25,000 Over, and $50,000 Over.

“Is this house worth losing over an extra $240 a month and $10,000 out of pocket?” — Sean Herrero

Elegant Lead Capture

Sean coaches his real estate agent partners to text the full interactive MortgageCoach presentation directly to the buyer’s phone. The buyer receives immediate clarity, the agent seamlessly captures an accurate phone number, and the loan officer receives a real-time viewing notification showing exactly when to follow up.

The Non-Negotiable Rules

• Video Context: Never send a MortgageCoach link without a video clip embedded. Without a quick, one-minute overview video, buyers see a wall of data, become overwhelmed, and close out the link.
• Speed to Need: Winning the modern mortgage race isn’t just about speed-to-lead response times anymore ; it is about speed-to-need—anticipating a buyer’s core underlying anxieties and answering them before they even have to ask.

Watch the full interview from last week’s sales meeting on the MortgageCoach YouTube Channel.