By: Dave Savage
February 10, 2026

Shayla Gifford
VP Sales Development & Creator of 10xCatalyst

Most loan officers look at the same four contacts in their database every week and wonder why their business isn’t expanding.

“The problem is people talk to the same 4 people every week and they wonder why their business isn’t growing.” Shayla Gifford said this during our Tuesday sales meeting, where she shared her playbook for building a billion-dollar team.

She brought her sales attack book, a 13-week tracker she uses to stay accountable with old school pen and paper.

Legendary producer Shayla Gifford built a billion-dollar production track record across eight years by executing a clear, highly accountable mathematical system.

The Math Behind 5 Closings a Month

The two primary obstacles that derail originators are fear and overwhelm. To break through, chunk your targets down into non-negotiable weekly activities. To secure exactly 5 closed transactions per month, your weekly scorecard must read:

• 5 Raw Leads: Assuming a standard, healthy 25% end-to-end conversion rate.
• 4 Credit Pulls: Aiming for an 80% conversion rate from lead connection to credit inquiry.
• 2 Pre-Approval Consultations: Meeting face-to-face or via video with 40% of your leads.
• 12 Partner Conversations: Your partner outreach must always be 3X your baseline credit pull target to ensure consistent pipeline velocity.

The AI-Powered Production Accelerator

Scale your business by building a smart AI tech stack. Modern originators can feed a text prompt, voice note, or simple image upload of a mortgage statement into MortgageCoach AI to instantly generate an complete Total Cost Analysis blueprint across multiple strategic paths in under 90 seconds. When consumers interact with that layout, the platform captures every question asked, giving you absolute insight into what they care about most.

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