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Mortgage Automator // GTM Command
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Largest Displacement Bucket · Deep Dive

Largest Displacement Bucket — Spreadsheet Shops

56% of MA's deals come from companies running on Excel or homegrown tools. Not from competitors.

Last updated 2026-04-22

The Numbers

97 deals

Excel as current solution

63 deals

Internal tools as current solution

56%

Combined share

125 deals

All other tools combined

7 candidates

First-pass detector flags

2,000–3,000

Projected at full sweep

Why This Matters

Most outbound playbooks target companies on a competitor platform — 'who's using X so we can displace X.' But MA's actual deal data says the majority of winnable accounts aren't on any LOS. They're on spreadsheets. That's a completely different message — 'stop running your mortgage business out of Excel' — and a completely different qualification pattern (absence of tech stack, not presence).

What We're Doing About It

3 workstreams

  • Spreadsheet Shop Detector (absence-based)

    LIVE

    Joins Prospects tab (Lender Type column from LenderType.gs) with Tech Stack Results (this project's output). Flags anyone with no detected LOS + confirmed PRIVATE/MIC/FUND + HIGH/MEDIUM lender confidence. First pass: 7 candidates. Rebuilds idempotently.

  • Lender Type Classifier

    LIVE

    PRIVATE/RETAIL/BROKER/WHOLESALE/COMMERCIAL/MIXED scoring runs on 10-min trigger. Provides the 'confirmed private lender' signal the Spreadsheet Shop Detector joins on.

  • Absence detection via parallel fetch

    SHIPPED

    Homepage + /careers + /about + /brokers + /login + /partners. If all 6 surfaces return zero system keyword matches AND Lender Type = PRIVATE → candidate.

What's Next

  • Re-run tagSpreadsheetShops tomorrow once classifiers are 50%+ done — expect hundreds of candidates

  • Author a distinct pain library for spreadsheet shops: 'first LOS', 'manual investor reporting', 'single point of failure', 'no audit trail'

  • Treat as the volume tier of outbound — distinct cadence from Encompass/TMO displacement

  • Phase 2 enhancement: scrape for confirming signals like 'manual underwriting', 'Google Sheets', 'custom tracker' on prospect sites