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The Road to $100 Million · Mortgage Marketing Radio

• 0:00
  Hey, my friend. What's up? Welcome to this episode of the Mortgage Marketing Radio podcast.
• 0:15
  This is going to be a fire conversation. I'm bringing to you my special guest, Jane Floyd,
• 0:23
  a producing branch manager out of Tampa, Florida area. Some quick stats on Jane. She's been an
• 0:29
  originator for over 30 years in the business. Is a team leader has been a coach and has played
• 0:37
  every possible role you can imagine as a long time, highly successful mortgage professional.
• 0:44
  To give you some context, here we are. It is December of 2024. And I titled this episode,
• 0:51
  the road to 100 million. And the reason being, as I wanted to unpack both some strategic and
• 0:55
  tactical ideas you could take and apply, not necessarily saying that you're on the road to 100
• 1:02
  million or that you even want to do 100 million. But everyone has their number, whatever it is,
• 1:06
  right? Maybe for you, it's 10 million or 20 or 30, whatever it is. But there's that next level,
• 1:11
  next metric that you want to get to. What I love about my conversation with Jane is we're
• 1:15
  on packing like her number one source of business, basically her top resources of business,
• 1:20
  what they are, right? How she actually gets engagement and traction with real estate agents.
• 1:26
  What her rules are for working with like-minded people and how she handles people when they're
• 1:32
  not like-minded or they're not vibing with her vibe and with her standards for who she is,
• 1:36
  is how she operates. We're going to talk about how she leverages broker previews, open houses,
• 1:42
  lunch and learns, social media, how she gets listing agents. We're going to talk about
• 1:46
  rental loans and so much more. This is just a rapid fire conversation of the exact,
• 1:52
  big moving elements, the big rocks in a 100 million dollar road map. And surprisingly,
• 2:00
  you may not hear any- what you're going to hear is probably some things you may have heard before,
• 2:04
  but most importantly, you need to be reminded of some of those things. And then I wanted to reveal
• 2:08
  this conversation that I have with Jane with you. Just to highlight and point out to you that there
• 2:12
  is no magic. There is no secret sauce. There is no bright shiny object that's going to come along
• 2:17
  and save you. There are fundamentals, just like winning teams in sports practice fundamentals
• 2:22
  to be able to succeed, move the chains forward, to get the trophies, etc. It comes down to fundamentals.
• 2:29
  And then yes, some special teams elements that come into that. And there definitely is a place
• 2:34
  for that in any business plan. But you're going to hear Jane kind of unpack what are the fundamentals
• 2:38
  for her. And we also talk about why everything you want is just on the other side of your
• 2:44
  reach and your reputation. Now, some quick points about Jane. As I said, already this year,
• 2:49
  based on the numbers I'm looking at at Redder. And she's confirmed these are accurate. So far
• 2:55
  this year, her performance has been 234 plus transactions and a volume of over 104 million dollars.
• 3:04
  And once again, she's in the Tampa Florida area. And I'm looking at her top buyer agents by
• 3:09
  transaction count. I can see she's got a handful of agents that have sent her over this year,
• 3:14
  14 deals, 9 deals, 7 deals, 6 deals, 4 deals. And then it goes on down from there, spread out
• 3:20
  across many, many different agents. So I think you should take notes on this. You should identify one
• 3:25
  to three takeaway action items for you that you can apply to your business that you may not be
• 3:30
  doing or not doing consistently enough that will move the needle for you in your business.
• 3:34
  You should connect with her via the links we have in the show notes on LinkedIn and Instagram.
• 3:39
  Follow what she's doing. Success leaves clues. And if you have a moment, please rate the podcast
• 3:44
  and let us know how you like this. And then lastly, no surprise to you. I've been listening for any
• 3:49
  time. One of the things that we do to help loan officers succeed with attracting instead of
• 3:55
  chasing real estate agents is leading with educational classes and content. You hear Jane talk about
• 4:00
  how she's doing multiple classes every single month. She is still recruiting agents, still attracting
• 4:06
  agents, the primary method through which she does that is by getting face to face in her local market
• 4:11
  by leveraging educational content and classes. And so we're going to briefly touch on that. But if
• 4:15
  you're somebody who's open to and interested in learning more about how you can do the same,
• 4:19
  and you don't have to come up with content, you don't have to come up with a how do I promote it,
• 4:22
  get butts in the seats, the PowerPoint slides, the email marketing, the social media posts,
• 4:26
  the follow ups and reminders. Hey, we do that for you. Maybe it's a fit for you. Maybe it's not
• 4:33
  it's not right for everybody. But if you want to learn more about how we're helping people do that,
• 4:36
  you can go to mortgagemarketing.pro, check the link in the show notes. It's called my agent classes
• 4:40
  and learn more about it there. So without further ado, let's get into this week's show.
• 4:45
  Jane Floyd, welcome to the show. Thank you, Jeff. So great to have you here. Why don't we do this?
• 4:54
  What if you have this opportunity, we've got loan officers listening at various levels around
• 4:59
  the country, some wildly successful like yourself, some maybe it's the first three years issue in
• 5:05
  the biz. Then there's the middle pack. Before we get into this road to 100 million, what would you
• 5:12
  want to share with listeners about Jane Floyd? So probably well, you probably know I've been in
• 5:18
  the business for 33 years now. And I think honestly, Jeff, I'm so passionate. I love what I do so much
• 5:28
  from the first day that I got into the mortgage business. And I think I think there's people that
• 5:35
  get into it maybe for the wrong reasons. And so you talk about the road to success to 100 million.
• 5:42
  I think to get there, but to get there with collaboration, bringing others up and impacting and not
• 5:53
  just not just thinking about the money, I think you have to be passionate about what you do. So
• 5:59
  I truly am not not to say that it's not without without challenges. And I think really I've learned
• 6:06
  anything we'll probably talk about today. I've learned so much from the mistakes I've made, right?
• 6:11
  In my career, and then just from from people, right? Just people pouring into me. So you know,
• 6:19
  I would just say I just I want people to know everything. There's nothing I won't share
• 6:23
  with anyone to be honest with you. I can definitely sense that from you as well passionate,
• 6:28
  right? You're you're kind of on fire, I sense, right? So have you ever felt it was ever a period
• 6:36
  over the past 30 years of your career where the fire, the passion kind of dimmed a little bit or
• 6:41
  maybe even went out? Never gone out. Never gone out dimmed absolutely, right? And then and that's when
• 6:51
  you just have to take a step back, right? And really analyze like your why, right? Why am I doing this? I
• 7:01
  mean, and I mean, quite honestly, I had one of those moments in the past year, probably. And
• 7:10
  and they only last they don't last very long, but to be honest with you. And that's when I did make
• 7:16
  some make some changes, right? And figured out why am I doing what I'm doing? And really at the
• 7:22
  at the end of the day, if if my why is not being answered, then then that's when that light dims.
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  And when you wake up and you're not excited because I truly wake up every day,
• 7:34
  my kids grown kids that work with me, they're like nobody wakes up that excited, but I truly do.
• 7:39
  I truly do because I absolutely love what I do. So, you know, things go wrong and you just have
• 7:46
  to figure out like, what is it you can control the controllables? It's all in my head, right? If I'm
• 7:52
  in a not not motivated, which is rare, I got to figure out why am I not motivated? And what's
• 7:59
  that obstacle that I need to get out of my life, right? Hmm. So the theme of this is the road to 100
• 8:08
  million. And we're going to unpack some tactics, of course, in this conversation. But I oftentimes,
• 8:15
  when I talk to people that are achieving at a high level, and I recently talked to some various
• 8:19
  coaches at different organizations, and one of the questions I posed was, what comes first,
• 8:24
  skill set or mindset? And I'd be curious to get your take on, let's use use the theme of
• 8:30
  the road to 100 million. Well, whatever that is, it's it could be somebody's wrote to 50 million
• 8:34
  or 30 million. But do you think somebody can get to the top right air quotes of whatever their
• 8:43
  top is? And of course, there's another top. But like how critical is that mindset? Let me post
• 8:50
  the same question to you mindset versus skill set, like which comes first, which is more important?
• 8:55
  Personally, I absolutely think that it's mindset, because Jeff, let's define like 100 million,
• 9:12
  you can be at 100 million, but be a train wreck in the rest of your life, right? Yeah. And I've
• 9:18
  seen it, and I've worked with people that have the skill set, they are really brilliant, right? And
• 9:24
  so they can get to 100 million, but the mindset, it's not it's not aligned with when you say mindset,
• 9:33
  like that's a belief that I have abundance in my life, and I enjoy, right? So I think it all
• 9:42
  starts with mindset. Now skills, you're going to have a positive nine mindset, but then you have
• 9:51
  to tactically have the skills like to get to 100 million, right? Like so for example, I'm not,
• 9:59
  I'm not extremely techy. I'm not techy at all. I mean, I'm techy to the point where I need to be,
• 10:06
  but I surround myself with people who are, right? And but yet,
• 10:14
  if you call me and said, hey, James, this is what's going on in my life, and I'm purchasing
• 10:19
  this house and did it like, wow, that's like I love to put that together. So I know where my
• 10:25
  gifts are, and not to say that I can, I can obviously, I'm not illiterate, right? I can work
• 10:33
  in and complicit and all of that, but I think skills that can be taught, but mindset is is just
• 10:44
  something that that it's within. So yeah, you either have it or you don't, or you don't. Yeah,
• 10:51
  I mean, you can get it. You can condition yourself, right? To get there and do the coaching,
• 10:55
  read the books, the et cetera, go to the events, get around the right people, mentors, that can help
• 11:00
  foster that, but you have to have that open mind. And it's not, it's not easy either, Jeff,
• 11:06
  sometimes, right? I mean, in our business, you know that. I mean, it's, it's reactive. Yeah,
• 11:11
  yeah. There are people right that that will leave us for penny, right? I mean, that you've poured
• 11:17
  your heart and soul into and you've counseled them and you've done everything right, but they're
• 11:21
  going to find it for, I mean, that's hard to say, okay, you know, I'm going to have a positive
• 11:27
  mindset when I just spent, you know, a week with Jeff and he was going to go with me and now he's
• 11:32
  going with ABC company for $50, right? So, so, so I think switch that switch, like, and way back
• 11:42
  in the day, man, I would get deflated by things like that, right? Or I would get deflated if, like,
• 11:49
  you know, a realtor was using somebody else for, like, I don't do that anymore, right? I'm like,
• 11:55
  okay, what did I learn from this? Could I have done anything any different? And if not, you know,
• 12:01
  for example, this morning, one of my guys, a lot, somebody said they were locking with him,
• 12:05
  sent out disclosures and somebody on my team and then you know what, found it for a little bit less
• 12:10
  and, and you know what, boom, it's gone. It's okay. There's nothing you did everything that you could
• 12:16
  do. So, let's just move on to the next one and this person's going to see the value that they're
• 12:22
  not going to leave you for $50. So, I think it's just how quick we can pivot when our mind goes
• 12:29
  to that dark place. I like that. I heard it once said it's not, it's not that you get knocked down.
• 12:34
  It's just how long do you stay down? How long do you stay down? Yeah. Like a minute. It's all
• 12:39
  it should be when I say a minute. Okay, an hour. Well, have you have your pity party? Do your thing,
• 12:45
  walk around the park or whatever it is, right? But yeah, you got to, you got to dust yourself off
• 12:48
  and move on. Yeah. And sometimes that comes with maturity. That comes comes with 10 year in the
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  business. You know, one when I'm just here, all the LOs in my head, right? One,
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  when I, oh, that's easy when you close in 200, right? But, but it's a mindset. It's a skill set.
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  I think that you develop over time and just realize resiliency. It's a critical part of this business.
• 13:07
  The millions. Yeah. Yeah. That's cool. I like that. All right. So, that's some mindset stuff.
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  You know, you made an excellent point as well. I wrote this note down of like you, you can be,
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  you can have this amazing, wonderful, positive mindset, but, but not have the skill set to
• 13:21
  back it up. And I wrote down ignorance on fire. You still have to perform, right? You still have
• 13:28
  to know your guidelines. You still have to do what you say. Like your word is your only bond.
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  When it comes to, right, your clients and your referral partners, if you say you're going to do
• 13:37
  something, you better make sure you can do it before you say that, right? If you ever got burned by
• 13:43
  that, by the way, I'm curious. Have you ever really like had to like eat crow and be like, yeah,
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  I screwed up. Can't qualify. You know what I mean?
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  100% and, and I think, and I'm glad I'm really glad that you brought that up because
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  that is one thing that I see not just in our industry, but in all in just, in, in, in a lot of
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  industries is that if, if, if you don't have integrity, like we're going to screw up, it's going
• 14:11
  to happen, right? But it's, it, it is absolutely how you handle it. And my team knows I will back
• 14:20
  them. I don't care what, how much of a check I have to write. And, and this is really funny.
• 14:26
  I'll tell you this because this is one of my top realtors who have been working with for probably
• 14:30
  25 years. And this was probably, I don't know, seven years ago. And so, but yesterday,
• 14:41
  and I, we, we messed up a deal. I mean, we gave out a pre-approval, and it just doesn't happen,
• 14:46
  you know, but it does happen to have us anybody. We gave out a pre-approval letter,
• 14:50
  and it was just a gnarly file, tax returns, and it just, we missed something, you know? And so,
• 14:56
  I, you know, I did what I always do. First, I figure out, okay, what is a plan B, you know?
• 15:04
  And so before I made the phone call, I knew exactly. And people are going to react different
• 15:09
  ways, Jeff. And this is why I want to be aligned with people that are honest, because we're all
• 15:14
  going to screw up. It's how we fix it. And so, I called my realtor first, and I let her know what
• 15:19
  happened. And I mean, it was, it was a big deal. Her deposit was, was, was going to be shot. And
• 15:25
  then we, and instead of this is who I want to work with, she's like, okay, and so I told her,
• 15:30
  I have, I, I did my research. I found another bank that could do it. I, and I just bent over
• 15:36
  backwards. And, you know, I told the borrower. And it's, it, and, and, and that's, that's how you have
• 15:42
  to handle it, right? So admit it. Here's what I'm going to do to fix it. Never, never, never place blame
• 15:48
  on anyone. Fast forward. That was seven years ago yesterday. She was talking to me about a seller
• 15:56
  and going to take an offer on another buyer that I'm working with. And she said, oh, and you
• 16:01
  remember, you did her loan. And she said the name. And I went, and she said, oh, my word. No,
• 16:06
  I didn't do her loan. Remember? But you think about, like I said, oh, my word. And she still took
• 16:12
  my offer. So, so meaning that, okay, that was seven years ago. And she just, it's how I handled
• 16:20
  the problem, right? And instead of saying, oh, my God, I had a horrible experience with J point
• 16:24
  seven years ago. You know, so I think we just, that's the thing is people Jeff, like don't want to
• 16:29
  admit it. And I, I even, I mean, I mean, I think probably for 30 years when I hire somebody,
• 16:36
  I will tell, number one thing, don't lie to me. I will back you up because we're going to
• 16:41
  screw up, right? But just tell the truth and, and, and we'll fix it together.
• 16:47
  How in the past, for example, have you had, or how have you handled a situation where somebody
• 16:52
  must take realtor because consumers a different example where they don't respond well to that
• 16:58
  situation? Anything come to mind on that? It does. And that's, that, that's such a great question.
• 17:04
  And then, and this might not be where if somebody's brand new in the business, you, you, you can't
• 17:10
  be as selective as I am of who I want to work with right now in my life. I want to work with people
• 17:15
  that are aligned and think like me. So in those situations, those are just people, hey, if they,
• 17:23
  if they give me a deal, I'll take it. But that's not somebody I'm going to pursue. That's not
• 17:29
  somebody I'm going to spend my time with because, you know, they're just going to pick up the phone,
• 17:34
  call somebody else, you know, and, and I, it's not how I live my life. And I just, I, we,
• 17:39
  we all have enough stuff in our life. So I just choose not to work with people like that.
• 17:44
  And you just have to figure that out, you know, it takes time, right? Yeah.
• 17:48
  Well, this is the kind of business where people will reveal their true colors, right?
• 17:54
  I mean, it's kind of like, you don't know if you ever heard that old saying, like, you, you,
• 17:57
  you go, go golfing for business relationships and how the person acts on the golf course is like,
• 18:03
  like, reveals a lot about who they are in life. Like, if they call them Mulligans, the cheat,
• 18:07
  the kick the, you know, I mean, they react when it, it's similar in this business because it's
• 18:11
  very emotionally intensive business. And if that's how you handle stress and difficulty and
• 18:15
  challenges, yeah, that's kind of indicative of what that relationship is going to be like.
• 18:20
  Exactly. Okay. Love that. All right. Let's pivot and go a little bit more strategic. So,
• 18:26
  question I often ask people when they come on is what is your primary source of business?
• 18:33
  I can tell you because we're funneling lives in the year. And it's always been within a few
• 18:37
  percent range, 71 percent of my business in 2024 is realtors. And it has literally been between
• 18:45
  65 and 75 for the past three years. Really? Okay. What's the other balance then?
• 18:53
  16% is past clients. Really ashamed that 1% is current clients.
• 19:02
  3% is past client referrals. So, you know, you, you track these, you, you look at Jeff like,
• 19:08
  okay, opportunities, right? And I, and I never want to, I'll never stop building the relationships
• 19:18
  with, with realtors because I love, I love that. However, you, I look, you look at those numbers
• 19:24
  and I'm like, okay, guys, this is a, we have a massive database that loved us, you know, I,
• 19:31
  I survey every single client, every single one. And we have a, you know, 98% raving fan surveys.
• 19:38
  That's how I measure my entire staff. So really that ticket past clients and past client referrals
• 19:45
  combined is 19% that should be a lot higher. So that's a huge opportunity that we're working on.
• 19:53
  My team's working on. Are there other sources, social media, other, you know, quote, unquote,
• 19:58
  consumer direct that you're also kind of eyeballing that you wanted to pursue further?
• 20:03
  When we say consumer direct, that's like a dream come true. So I would love to, I don't, I don't,
• 20:10
  I don't pay for any marketing. Sure. You don't run ads. Yeah. Right. But the consumer direct to me
• 20:17
  is to be just so that I can get business for my agent. So I've been consciously working on that
• 20:24
  through my database. And then through, for me, social, I, to be honest with you, I don't, I don't
• 20:32
  like it, but I, but I think it's, I think it's a necessity, right? And so we're, we're, I think
• 20:39
  we were maybe like 5% when you say consumer direct. So like from some of the videos that we've done.
• 20:47
  And that's, that's about it. And I'm looking at your Instagram right now. Of course,
• 20:52
  we'll link up all your resources and stuff in the show notes here. But Instagram is your primary
• 20:57
  software channel. Yes. Yeah. Correct. Okay. Yeah. For example, I did a video actually today.
• 21:03
  I don't know if it's posting today or tomorrow, but normally we bulk post. But
• 21:09
  and I invite like the entire community, right? It's just on, because you know, yeah, I hit with
• 21:15
  it back to back hurricane. So huge, you know, huge effect on our business this last quarter.
• 21:23
  Nothing I've ever seen or anybody that's lived here experience. So like, like, and so doing a,
• 21:28
  a webinar next week, not just for agents, but just on, you know, there are so many properties,
• 21:33
  Jeff, that, that you can't get loans on. So this renovation loan is and, and we have a,
• 21:40
  and if them has a special going on. So like, I opened it up to the entire community,
• 21:45
  like post it, send it anywhere, you know, so just trying to reach out to the community with,
• 21:53
  with things like that. If we get loans great and help somebody, great.
• 21:57
  Yeah, that's interesting. I had a call earlier today. We're talking about rental loans and
• 22:01
  several weeks ago as well. And considering the inventory challenge as well. And that's a whole
• 22:08
  side conversation we can have about, right? Like with the aging, aging boomers and the potential
• 22:12
  silver tsunami and like and all this stuff of like, you know, we've got these aging homes, right?
• 22:15
  That are going to be coming on the market. And I think that's a smart strategy for the loan officer
• 22:21
  to position themselves of like, hey, here's how we can structure this,
• 22:24
  rental loan, right? As a, as a new listing for first time home buyers who are like, yeah, I can,
• 22:30
  you know, it doesn't have everything, but hey, have you thought about this? And as you know,
• 22:34
  a lot of realtors aren't thinking, they're not even aware of how you can structure a rental loans
• 22:39
  to make this a workable deal, right? This normal listing that think about the advantage that we're
• 22:45
  going to geek out on loans now for a second. Think about the advantage of like, you've got this sell
• 22:49
  there. They know their house is kind of crappy. And they're like, oh, yeah, so they're going to drop
• 22:52
  the price or whatever. And it's like, well, wait a minute, realtor, what if we like talked about
• 22:57
  this rental though? Kind of what you're doing, right? That's exactly an item announced at this
• 23:02
  morning. I got to speak in a real estate office that like this, I'm doing one right now that the
• 23:08
  it would have been a cash investor, right? Otherwise, this person couldn't have bought a home and
• 23:13
  why this and the desk is settling in the emotions. I mean, it could have been through a lot
• 23:17
  being displaced from their homes. But yeah, this is just such a solution. And, you know, for both
• 23:25
  sides, but it's just educating them. And like you said, we're offering like, let's put a flyer
• 23:30
  here, market this property. You don't have to sell it at a discount for cash, you know, or at a
• 23:36
  like, I mean, I'm seeing some go at massive discounts, maybe a little bit, but you get weight
• 23:41
  more money if you sell your house to this person, they can get a renovation loan than this cash
• 23:45
  investor, right? Yeah. So think about that as you're listening in your area, where those those
• 23:51
  apply. Okay. So realtor is the primary source, past clients, and then the other kind of mixed bag
• 23:57
  of stuff. You're obviously established now, you know, 30 plus years in the business. Are you
• 24:01
  still hunting realtors? Or is it pretty much, you know, maintaining the existing relationships?
• 24:06
  Oh God, no, there are two parts to the sale, Jeff, in our business, right?
• 24:12
  Acquisition and retention. So I literally, you know, I'm real big. I'm working my, and that's
• 24:18
  my Katelyn comes in director development. So we actively work our, our, our list and then constantly
• 24:28
  trying to get, to get new agents recruiting, recruiting all the time. Yeah. All the time. Never
• 24:35
  stop prospecting. Yeah. Okay. So I'm going to pivot here for a second. I'm going to jump into
• 24:39
  Redder. I don't know if you use Redder MMI for data. Oh, we have what's called the Ed
• 24:47
  cheer at NFM. Oh, that's right. The Ed. Yes. Of course you do.
• 24:52
  I always like it. Yeah. Yeah. And Redder, Redder shout out Redder as well. That's, that's who I'm
• 24:58
  attached to. I've never heard of that. So I thought that was going to be something techy. I was
• 25:02
  going to have to have you educate me on. It's just it's the alternative to MMI. Let's call it that.
• 25:08
  But anyway, it's similar in that I can look at like your top buyer agents by transaction count.
• 25:14
  So all right, before I get into this, let me go back to you're always recruiting agents, right?
• 25:20
  How, how do you stay in front of agents to continue that attraction? Because I'm going to assume
• 25:27
  crack me if I'm wrong. You're not cold calling. Maybe you are, but what is that strategy for you to
• 25:32
  constantly be adding to the bus? That's a great question. How do I stay in front of agents?
• 25:37
  So a couple of different ways. One, I am constantly doing educational events. I do, I do so many
• 25:45
  lunch and learn Jeff at ear locally. I hated during COVID when everything was Zoom, right?
• 25:53
  In fact, next week, my that'll be my first Zoom in a while. Just just the renovation because there's
• 26:00
  going to be so many people in my renovation partners in different state. But I'm constantly
• 26:07
  inviting new agents to my events. Some of them I speak at. Some of them, you know, I bring in speakers.
• 26:17
  Wednesday open houses, this is one thing I've been consistent with for 20 plus years in our market,
• 26:24
  just like you just said, you look up and better. So we, Caitlin, my director of development,
• 26:31
  and realtor, Concier. Every Wednesday, man, we either will do an open house with one of our
• 26:38
  established agents. And that's the best way because then as we're in our area, Jeff, they're well
• 26:46
  attended. Yes. And so we constantly meet new agents that way. And even though they're brand new,
• 26:54
  if they, if they don't know who we are, they're hearing the agent, you know, Jane Floyd,
• 27:00
  or we'll just if there's, we'll just go pop in, right? Just pop in, look at the house. Those are
• 27:08
  probably the two, two of the biggest and then the third to be honest with you. No, I'm going to
• 27:14
  give you four actually. And this I learned from the core. And I have we actively work listing
• 27:21
  agents. And I learned that I learned doing Tuesday updates. I literally since January of 2011,
• 27:30
  we have never once missed a Tuesday update call to hosting agent. And I can tell you, Jeff,
• 27:38
  now my team captain does those calls now. But if you're only, you know, depending on where your
• 27:45
  production is, you should be doing them yourself. I still come after, but I can't tell you, I wish
• 27:52
  I could quantify and tell you the number of agents that we've acquired just from small kept promises
• 28:00
  calling them every single Tuesday. So that is a massive way to get agents. And then the other one
• 28:07
  is so simple too. It's nothing new. This is nothing sexy, but I just scheduled one this morning.
• 28:13
  Agents that no love and trust me, getting me with coffee, you know, someone else with someone else.
• 28:19
  I mean, right. Hey, bring an agent, right? Bring an agent like you. Yeah, it's it's so simple,
• 28:25
  right? And that goes back to two, Jeff, like bring an agent that again is aligned with us and that,
• 28:33
  you know, you know, well, I mean, you know, you want to track like minded people, right? So that's
• 28:41
  your your vibe attracts your vibe attract your tribe, right? So that's what you want. So some
• 28:46
  other types of people. So I wrote all that down. What I love about that is it's fundamentals,
• 28:50
  right? Lunch and learns open. You do the broker preview open houses, right? Which is what you're
• 28:55
  referring to? Correct. Now, Jeff, I am not like I used to hit Saturday and Sunday open houses
• 29:02
  all the time. Right. But I'll tell you every once in a while, I'll pop in just because I love
• 29:09
  competing with myself like somebody totally green. Let me go in and see if I can crack this first.
• 29:15
  Because you're like, I still got it. Yeah. Keep you fresh. And I do think for new aid for for
• 29:21
  new, if there's any new loan officers or productions now, and I can tell you the I think weekend
• 29:28
  open houses right now is the way to go with since the Nars settlement. We've been tracking this
• 29:35
  and I asked the I asked agents, we do, we do a lot of flyers for them. Caitlin does before the weekend
• 29:40
  and post them on social, but the amount of buyers that are coming through unrepresented is
• 29:47
  unbelievable. Just last weekend, Jeff, one of my agents, buyer came through, she didn't know them
• 29:53
  from Adam. Now we've got them all pre approved. And I think that is a like if you don't, if you
• 30:00
  plopped me in a city where I knew no one, besides networking events, right? To me, that would be
• 30:06
  the number one way to cultivate new relationships with agents. 100%. Hey podcast family, are you tired
• 30:13
  chasing down real estate agents for referrals, making cool calls and feeling like you're just not
• 30:17
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• 30:22
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• 30:28
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• 30:34
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• 30:50
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• 30:55
  all over the country, sharing what's working in today's market. And to top it off, we'll even load
• 31:01
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• 31:07
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• 31:12
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• 31:17
  to mortgagemarketing.pro or check the link in the show notes and you can read real success stories
• 31:23
  for mortgage pros just like you. So if you're finally ready to grow your agent referrals without
• 31:28
  chasing and have fun doing it, check out mortgagemarketing.pro today. I mean, I sit here and I, you know,
• 31:35
  I've interviewed gosh, I don't know, 250, 300 loan officers, right? And whenever I get somebody
• 31:43
  like in your sphere, that is why I asked the questions I asked. So listener, you just heard,
• 31:48
  right, from somebody who's doing $100 million in 2024, right? Was that 230, 240 plus loans,
• 31:54
  something like that? Yeah. Yeah. Yeah. The main sources of her business still are realtors. And
• 32:03
  you could bag on realtors. You could throw them under the bus. You could wish it was different.
• 32:08
  And this is the, this is like I get tired of hearing myself tell other people, Jane, right? Which is
• 32:12
  just like, you know, I need to grow my business. And there's social media and there's running ads.
• 32:16
  And there's this and that. And there's buy this and do that. And I'm like,
• 32:20
  fast as quick as way to a buyer is a real estate agent. But people don't like it, right? Because of
• 32:27
  realtors, right? It's work. And they're like, I'm so tired of realtors or whatever.
• 32:33
  So what would you advise to those people that are having that head talk right now about the whole
• 32:39
  going after realtors thing? Because it's the drum we've been beaten for 20, 30 years.
• 32:43
  Yeah. I think you just said it. It's the mindset. They have to tell themselves,
• 32:52
  I love realtors. Like you have to believe it until you believe it, right? It's not.
• 32:58
  But what if what if Jane, I don't? The realtors I've worked with suck? Like, is that my fault, partly?
• 33:04
  And then I, and then I have some owners. There's like, then go find new ones. Like, right? Just go
• 33:11
  find new ones. Not that's why I'm saying it's not easy, right? They're not, not, I am not like
• 33:18
  minded with everyone. Like I, like, I, I've had literally realtors like lie to your face,
• 33:24
  you know? You're like, well, here's the data, you know? So go find new ones. They are out there,
• 33:30
  right? It's, it's, it's, if you want to go get it, they're there. Yeah, I really love that you
• 33:34
  said that. And it goes back to the kind of, I think why you're still playing the lunch and
• 33:38
  lured card, the broker preview stuff. You're still playing the, I have this phrase five mile famous
• 33:45
  game, which is, let me play this game with you for a second, because you're well known in your
• 33:50
  area, right? And how many realtors are in the greater Tampa area? 10,000, 15,000? It's over 10.
• 33:59
  It's over 10. Yeah. Right. So I was close. Look at that. Wow. Yes. I have an idea.
• 34:04
  So I have, I do this thing in some of the keynotes I deliver where I talk about this movie called
• 34:09
  I Love Your Man with Paul Rudd and Jason Seagull, whatever. I don't know if you've seen it, but
• 34:13
  Paul Rudd plays this down and out realtor in Los Angeles. And it's got a really funny clip in it.
• 34:17
  And I show it realtors find it funny too. So he's down and out in LA is a realtor. Yeah, so it's
• 34:22
  about 20 plus years old. But so he's down and out. Jason Seagull is like this kind of strange friend
• 34:28
  who befriends Paul Rudd and long story short is Paul Rudd's realtor down and out. And so Seagull
• 34:33
  decides to take out unbeknownst to Paul Rudd's character, a bunch of billboards in LA, advertising
• 34:39
  this Paul Rudd. And it's like the cheesiest realtor advertising you've ever seen. It's in the
• 34:46
  thong. It's in the wild, wild west. It's the secret agent James Bond. It's all the stuff, right? It's
• 34:52
  the bus sign and all that kind of the audience is just laughing like crazy. And then of course it,
• 34:58
  you know, he's pissed off. He's freaking out like, oh my God, I can't believe this. And next
• 35:01
  thing you know, his phone's ringing off the hook. And the point I make is I put a picture of a
• 35:05
  billboard up and I asked the loan officers, I go, hey, if there was a billboard up in your town
• 35:10
  and every realtor in town drove by that billboard every single day, how many of them would recognize
• 35:14
  your face and your neck? And isn't that what you've just alluded to here is you're still playing the
• 35:21
  running for mayor recruiting game because there's 10, 15,000 agents. How many do you need? You know,
• 35:29
  50, 100, 200, middle vary. But you obviously have a large database of real estate agents, right?
• 35:36
  Yes. And you're marketing to them in various ways. So you are constantly used our words,
• 35:41
  recruiting, staying top of mind. I'll put a cherry on this is I think for the listener right now,
• 35:48
  one of the issues you've solved. And I think the people who bitch and moan about realtors is
• 35:53
  you're simply not well known enough. Like not enough realtors know you even exist. And this is
• 35:58
  a numbers game for you to find the people that are going to jive and align with you. You've got to
• 36:03
  go through a lot of people. Jeff, you just said something and I hope what you just said is so true.
• 36:11
  And I say this, hopefully, humbly, you're not like, and again, it took me doing videos was painful
• 36:20
  for me at first. I was so awkward. I can tell you, Jeff, though. And again, I am, I am relational,
• 36:27
  right? I'm old school. However, I am not ignorant that what the world looks at. Like get off your
• 36:36
  phone, but they are in social. So so I can't even tell you how many times I mean time after time.
• 36:44
  Oh, they got you. They know you. They know you. And honestly, Jeff, I have no idea who they are.
• 36:49
  You know what they know? They know our team's reputation, right? Because we have a strong
• 36:54
  reputation. And then I am doing value ad videos for a credibility, right? Like just credibility.
• 37:04
  They're not not to, again, it was even hard to when I started posting anything personal. I'm like,
• 37:14
  this isn't about me, but people want to know a little bit about you. But what you said,
• 37:19
  those people, they don't know you. Yes. So it is easier when, when, when, when then I go after
• 37:26
  that agent who has heard of me and knows the reputation because of our team and that we deliver,
• 37:31
  right? So yeah, I mean, you got to be, you got to be in both worlds today. You just, you just
• 37:36
  reminded me you said something reputation. I heard this quote from, I think it was Rory Vaden
• 37:41
  from Brand Builders Institute. And he said, everything, yeah, everything you want is on the other
• 37:46
  side of your reach and your reputation. That's it. Like, so if you're listening right now and
• 37:52
  you're not getting the in-bounds you want, it comes down to what's your reach and what's your
• 37:58
  reputation? Yes. 100%. I mean, in just on that, on that note a little for a minute, like it's why,
• 38:06
  I mean, every Friday, you know, I mean, we're structured. I, we look at the videos we posted,
• 38:12
  what had a good reach, what had a good response, what had shares so that we know what,
• 38:18
  what do people want, right? What are they? And then we tailor, we try to tailor our, our social to,
• 38:26
  you know, the reactions, right? Yeah. Yeah. Look at your analytics. Yeah. Yeah.
• 38:34
  Real quick, on the lunch and learns, I don't know if you know this about me, but that's a sweet
• 38:38
  spot of me for those listening. They probably know by now that that's one of the ways I help
• 38:42
  lawn officers as we have this like turnkey platform of done for you classes and stuff. Which Jordan
• 38:48
  has participated in. She's amazing, by the way. She's amazing. Shout out Jordan if you're listening.
• 38:54
  What are some of the topics that, you know, you tend to teach? So recently, again, I think you also
• 39:04
  have to adapt everything to your environment and what's happening, right? So some of the biggest
• 39:10
  ones right now have been around the insurance, right? Yes. Restoration, all of that appraisals,
• 39:17
  I just, every time over the years I have an appraiser come in and underwriter come in.
• 39:27
  Oh my god, we have so many of us. Well, I was, you mentioned the NAR settlement earlier. I was
• 39:31
  wondering if you're doing anything. Like what we're doing some stuff, which is called like winning
• 39:34
  the buyer presentation, right? Leveraging seller concessions, right? Those types of things.
• 39:40
  We actually, when, right when it hit, we probably were doing three of week, a week about winning
• 39:48
  the buyer's presentation. That's kind of tapered off now, but that was the only thing that we were
• 39:52
  doing, doing for a while, right? It's evolving. Yeah, it's always evolving.
• 40:01
  And now, as far as leveraging the seller concessions, that's in the context of, you know, how to
• 40:06
  overcome the buyer age and compensation issue, affordability, right? And because again,
• 40:13
  a massive issue, you know, I mean, in our area. Oh, yeah. Where is it not?
• 40:18
  Where is it not? Yeah. And it's not going to change. Yeah. So, so once again, let's love tell them.
• 40:23
  So the more you can demonstrate how you can help agents solve problems with education,
• 40:32
  the more you're going to get chosen, the more you're going to win. Because it's not going to be based
• 40:35
  on products and price, right? It's going to be, oh, I didn't know you could use a seller concession
• 40:39
  to pay the buyer age and compensation. Huh. I didn't know you could add my age and compensation
• 40:45
  to the purchase price. And we can still, right, make that up and only add another 50 or 100 bucks
• 40:50
  to the payment. Oh, most agents are completely unaware of that. Correct. Yeah. Yeah. Show up and educate.
• 40:58
  All right. I want to real quickly as I'm keeping an eye on the clock. Talk about your social media
• 41:02
  because I've been following you on Instagram. You actually look really comfortable. You should know,
• 41:06
  by the way, on Reels and videos. Thank you. Yeah. That's a compliment. So you mentioned earlier,
• 41:11
  you you batch film content. Is that what I heard? Yeah. So unless like like it was today,
• 41:18
  the two that I did, I just because. Sure. And then also, hey, the home set exemption. So I did
• 41:24
  one like, you know, to get in some end of the year closings. But I started doing that. I don't
• 41:29
  know, a year or two ago, Jeff, and it's been a game changer for me. And I think that goes, goes
• 41:34
  also with just just your calendar every like is so critical, right? And so we I, I block out
• 41:45
  three hours every other week with my social girl. It's two is a two or three two and a half two
• 41:54
  three. I've got three hours out. And and then the during those two weeks, right? We're coming up
• 42:01
  with content. We're coming up with so we are so prepared, right? Change of outfits. Um,
• 42:07
  and and and there's three of us in there. My social girl and and and that's it. We just roll with
• 42:13
  it so that then she's then she's set. She calendars out the postings and because otherwise,
• 42:19
  I used to just I used to just try to fit them in like when we do one tomorrow, let me do one today.
• 42:24
  Oh, yeah. I'm brain dead and I don't know. Have the energy. I think I think that's another thing
• 42:30
  is just super important. Um, you know, with your calendar, if you're doing, if you're doing
• 42:35
  the videos, right? I want to have, you know, you everybody's different times a day where their
• 42:40
  energy is the highest. I think that's important too. Yeah, 100%. Um, how do you come up with topics
• 42:47
  to create videos around? So I, um, multiple different ways. Um, like I, I look at Neil, I four,
• 42:57
  like there's just so all my, all I have such a spirit throughout the country. So my social
• 43:02
  girls looking at them, what works. But then I think the most important thing I do is like we,
• 43:08
  we, we were listening to our buyers and our agents, like what, what questions are they asking us?
• 43:15
  What are the needs, right? You know, like for example, I mean, I don't want to say we beat this
• 43:20
  horse, but we're still beaten it and we're crushing it is the two one by now. You know, when race
• 43:24
  were down rate shot back up, you, people don't really grasp unless they're really looking at
• 43:31
  the power of that, getting that, that buyer in a house that can, they can't afford it, but they're
• 43:37
  conservative. I'm a, I'm just a freak. I'm so passionate about, you know, people being fiscally,
• 43:43
  um, you know, I was never taught it, right? Um, I learned it. And so I, like, I just think it,
• 43:50
  you know, if you have financial issues, like we're going to have problems in life, but if you're
• 43:55
  not, if you're not fiscally wise and using a mortgage as a tool, right? So constantly teaching
• 44:01
  that. So again, like the two one by down, for example, I can't believe when an agent's like,
• 44:06
  I go, well, I've done like three videos on it. But then I, instead of like, okay, we'll shame on me,
• 44:10
  I'm not doing enough. So constantly listening to what buyers and agents are asking of us,
• 44:17
  it gives me content, you know, credit. You think, you think credit is, is like, like, because
• 44:24
  right, we've been doing this forever, right? But they don't really, some of them don't really understand
• 44:30
  the nuances and why it's important, you know, um, why the score and the, and, and, and, and, and
• 44:36
  showing one of the ones we did our last, um, um, filming was, you know, just showing the math. I
• 44:43
  think I'm big about. Let's show people math. Like, what is the difference in this score and this
• 44:48
  score on this price? Like, what does that mean to you? So, um, really, let's, let's, let's get you
• 44:53
  in up front and let's get the credit cleaned up. But that's what we need to do. So that's where, um,
• 44:58
  yeah. Oh, love it. Listening. Yeah. Listening to your buyers and clients, because they're going to,
• 45:04
  yeah, what are the common questions you get every single week or month and, you know, redoing those
• 45:09
  and then, and if you think the two one buy down has been played out once again, mindset,
• 45:14
  that's in your head because, yeah, I mean, people need to be reminded over and over and over again.
• 45:18
  And most people aren't seeing your stuff anyways. So that's exactly right. That's exactly right,
• 45:23
  Jeff. Yeah. I want to give you a quick shout out. I'm on your Instagram here. And you did,
• 45:28
  I've never seen a loan officer do this. You did a black Friday special. And I'm like, well, what?
• 45:33
  So I click on this and what, for the listeners, why don't you briefly tell them what that was?
• 45:40
  So, and I have, so, so when I'm doing videos now, it's three people. So Caitlin that's been with me
• 45:48
  for eight years and, um, who all my realtors know. And then my social girl and then my executive
• 45:55
  assistant who's only been with me for five months, five months. So it's all three of us. And it's so
• 46:01
  cool though how when you collaborate. So, so one of them had seen, uh, you know, let's do a black Friday
• 46:08
  special. What can we get? I was Caitlin. Yeah. Well, and what I'm like, no, I can't give that away
• 46:13
  because I'd be doing the loan for free, but let's come up with something. So, so, um, like no
• 46:18
  origination fees we did, I think. But anyway, and then at the, and then, and then Alexis goes,
• 46:24
  wait a minute, I got it. Like, how about having you come and truth be known? I hate shopping.
• 46:30
  Come in with bags, right? With that. And how it just was funny, you know? So I feel like you got
• 46:35
  to throw some of that in, um, just for humor. Yeah. For sure. Well, I mean, I like what it says,
• 46:41
  apply online by midnight on black Friday. No origination fees when you close. Five-year rate
• 46:47
  pledge guarantee. Yeah. Which is a refi when rates stop for up to five years with no lender fees
• 46:52
  for those curious, um, and mention team Floyd to your loan partner. And this must be a new application.
• 46:57
  That's, uh, that's awesome. Like, that's very creative use of like piggybacking on what's already
• 47:03
  on top of everybody's mind. Like Friday. Yeah. Like Friday. Smart. Yeah. I love it. So make
• 47:10
  sure that you, um, check the link to the show notes so you can go follow Jane and all the cool
• 47:13
  stuff her and her team are doing over there for social media content. Um, all right. Well,
• 47:18
  unfortunately, we are coming to the end of our time because you are very busy. I am busy. And
• 47:22
  I think we've already extracted quite a few nuggets for people listening to this. The only question
• 47:26
  I close out with is, um, as we're heading into 2025, I'm sure you're already, if not soon,
• 47:31
  do engage in planning for the new year. Anything you're doing differently or strategically,
• 47:39
  or you're going to test something out that, you know, you haven't maybe done before.
• 47:45
  Um, I don't know that it's different, but honestly, the whole time and energy audit,
• 47:50
  I'm sure you read by back your time. I read it like two years ago, but I'm constantly re-evaluating
• 47:56
  that. And I think like for me, the, the, our most success comes from our people and our team,
• 48:03
  right? And so we're, we're re-evaluating, um, conversions and just we are hyper focused in
• 48:13
  the first quarter. We have enough leads, right? So we are hyper focused in raising our conversions
• 48:19
  by just three percent. So that's our first quarter initiative. Yeah. Yeah. And so you got to back
• 48:26
  into that. So it's well, by the way, what does that mean? Conversion at what point?
• 48:31
  Um, so lead lead to close. Okay. Lead to close because I think the process, right? It's communication
• 48:40
  is everything. Yeah. But, um, if you can just increase your conversions and then you just have to
• 48:45
  back into, sure, there's multiple different ways. And it's a whole collaborative effort with the
• 48:49
  team. And I break it down by, um, I have three team members that I partner with one person on
• 48:55
  every single one. That's how I work. So yeah. I mean, that's called running it like a business,
• 49:00
  right? Looking at your lead to conversion, your pull-through rate. And I'm sure you, you know,
• 49:04
  you've done the exercises over the years of your app to conversion, right? And you know, you've
• 49:08
  got to look at your analytics because to bring it back to, to close this out, it's like, I'll use
• 49:15
  the term I heard a while back, which is we're in a transaction recession. Um, so transactions are
• 49:20
  down overall, then you've got to get that much better at your whole process conversion, et cetera,
• 49:25
  because you're going to have less at bats. So you have less margin to screw up. Exactly.
• 49:30
  Awesome. So Jane, this has been fantastic. I really, really appreciate getting to connect with you.
• 49:35
  I know we're going to wind up meeting at an event somewhere soon in person. But the best
• 49:39
  places for people to connect with you is one, your Instagram, which is Jane underscore Floyd. And then
• 49:44
  we'll put a link to your LinkedIn as well, which are active there. Also, you've got good content
• 49:49
  there. So we'll put a link in the show notes to you there as well. So thank you so much for sharing
• 49:55
  your wisdom today. Man, thank you and happy to help anybody and Jeff, thank you. I am going to check
• 50:00
  out the things that you mentioned. Appreciate you, buddy. You bet. Listeners, you know what to do if
• 50:04
  you like this episode. First, share it with somebody. Secondly, leave us a review. There'll be a
• 50:08
  link down in the show notes where you can rate this podcast. So that's how we reach more people.
• 50:13
  Appreciate you all tuning in. We'll see you on the next one. Bye for now.
• 50:16
  Okay, that's it for today's episode. Before we wrap up, I just wanted to remind you about
• 50:20
  my agent classes, your proven system to double your agent referrals in just 90 days. Imagine
• 50:26
  never having to co-call again, instead building real lasting relationships with top-producing agents
• 50:32
  who want to send you business with done for you presentations, marketing automation, weekly
• 50:37
  coaching. It's all designed to make growing your business easier and fun. So if you're ready to
• 50:43
  take control of your agent referrals and grow your income, visit mortgagemarketing.pro or check
• 50:47
  the link in the show notes and why you're there. Don't forget to check out the success stories
• 50:51
  from other mortgage pros who've already seen incredible results. Thanks for listening and I'll see you
• 50:55
  on the next episode.