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Closing 20+ Loans a Month in This Market · Mortgage Marketing Radio

• 0:00
  Okay, so the mortgage market is tough right now, right? A lot of loan officers have bought into the
• 0:04
  transaction recession mindset, believing there just isn't enough business to go around. And while
• 0:08
  many are struggling, Paul Parsons is closing 20 to 30 loans every single month. Paul's known as
• 0:14
  the home loan superhero. And he's built systems that work even in today's market. And today,
• 0:19
  he's sharing exactly what's driving his success in this market. We're talking about his strategic
• 0:24
  realtor partnership approach that creates gender and loyalty, his focus on first time home buyers,
• 0:29
  that generates consistent business for him and how he's using TikTok virtual seminars to fill
• 0:34
  his pipeline with clients. So in this episode, we're going to talk about why doubling down on first
• 0:39
  time home buyers is working for Paul and why I could work for you too. The realtor onboarding system
• 0:43
  that builds trust, loyalty and repeat referrals and how to turn your social media engagement into
• 0:48
  pre-approvals and even closed loans. So if you're tired of waiting for leads to show up and you want
• 0:53
  a mortgage business that performs in any market, stick around. This conversation has the answers
• 0:58
  you're looking for. Paul Parsons, welcome to the show. Thanks for having me on, Jeff.
• 1:14
  It is a pleasure. Thank you for covering my time from your busy schedule. I know you're
• 1:17
  super busy. You're coming off a very, what, a record month for you in July. Why don't you tell
• 1:21
  the folks who are listening or watching? What did you do this July for units and volume?
• 1:26
  So June and July, we're back to back my best months I've had. So we went from we did five million,
• 1:32
  seven million, and then now in August, we're expecting to do over eight. So yeah, it's been really good,
• 1:38
  really consistent. I don't have a single gripe right now. Well, and let's put that in context.
• 1:42
  You're an Albuquerque. Is that correct? Yeah. Okay. So let's talk about units, though, because
• 1:47
  for me, it's like one thing to talk volume like our friends in Newport Beach hear that and that's
• 1:52
  two loans for them. How many years is that for you? So averaging about 20 to 30 depending on the
• 1:57
  month, this month, I should finish at about 33. The month before it was 27 month before that was 19.
• 2:04
  Okay. But Paul, we're in a down market. It's, it's a transaction recession. Is there that much
• 2:09
  business out there? Is that really a thing, Jeff? I feel like that's what people that don't want to
• 2:13
  work say. No, I don't. I feel like the cream always rises to the top when things get tough. I
• 2:20
  feel like we're kicking butt in this market because we're dialed in and we're, I feel like a lot of
• 2:24
  times there's a shift. You have to address the shift. So the shift in the market and this current
• 2:28
  market is first time buyers. You know, if I have a use common sense, right? If somebody has an 8%
• 2:32
  rate, are they going to leave, are they going to leave that for, well, not eight today? Are they
• 2:37
  going to leave that for a six and a half? Probably not. So they're not our target audience right now.
• 2:41
  Our first time home buyers are our target audience. And that's what I'm specializing in right now.
• 2:45
  We're about 70% first time home buyer right now. And about 50% of those are our local state run
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  bonds. So we're just heavy hitting the buyers that actually still need to buy, you know,
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  they're not super rate conscious. They're just get it done conscious and we're getting it done.
• 3:00
  So by using the 50% local state run bonds, is that like DPA programs that help them? Correct. Yeah,
• 3:06
  they get a $10,000 zero in two type thing. You know, every state, it's a little different.
• 3:09
  Doesn't that money run out at some point? So at one point, that money used to run out in our state,
• 3:15
  I do not, it has not run out in years. I might say maybe in years past seven, eight years ago,
• 3:19
  it would and then it would have be available for a couple of weeks and then they'd get some new
• 3:22
  funds. It hasn't been out though in at least pre-COVID. So five, six years. Okay, great. And so your
• 3:28
  average loan amount would be approximately what? It's like two last year was 272. Okay. I don't know
• 3:35
  what it is this year, but 272 was last year. Okay. Yeah. And that's just by the way for people
• 3:40
  to say context, different things like that, right? Bottom line is 30 units is killer. Like,
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  I was just talking with somebody earlier today. They didn't, they don't know this business at all
• 3:49
  and they're like, it's a matter of fact, they're an insurance business. And so we were trying to
• 3:53
  give them some context of like, it's 30 units a lot, right? To close in a month and I'm like,
• 3:59
  every day's tough. I'm not going to lie. Yeah. And so let's talk about that. What is your
• 4:04
  number one source of business? So me personally, I readjusted. I started out in this business
• 4:09
  heavily refinance at one point I had a call center and was heavily doing that. I would say about
• 4:13
  three to five years ago, I totally shifted. And I think my recent success is a testament to that
• 4:19
  shift where I decided I was going to be an amazing partner to my realtors. And I was going to be
• 4:23
  very selective of the realtors I was working with. I was going to find someone who has like interest
• 4:27
  who's around my same age or at least energy like, you know, I'm not working with a guy who's
• 4:33
  super born. If you haven't figured it out yet, I'm super loud, super high energy. Go, go, go. So
• 4:38
  I will annoy the fire out of half the realtors. I want to sit there and take forever to go.
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  But the realtors that are moving, we are here. We're locked in because that's how I am. So I
• 4:48
  feel like that that was the biggest shift I did. That shift. Basically, you gave all my success because
• 4:53
  the realtors were so happy they started telling their friends about it. It didn't, I didn't have to
• 4:56
  push it. It was organic because they were just thrilled and became friends where now friends and
• 5:00
  family want to refer you. Just make the realtor your friend or your some of them are pretty much
• 5:05
  like family come to my kids birthdays, etc. So I think that really for me was the beginning of one
• 5:11
  also a better quality work life. A lot of times you get realtors that, you know, we all get that
• 5:16
  realtor who calls us. I've been in this business for 28 years and you don't know what the hell you're
• 5:20
  talking about. Pull. So, you know, nobody wants to work with that guy. At least not me. But now you
• 5:27
  have the choice to not do that if you're able to operate at high level people you enjoy talking to.
• 5:32
  You know, you shoot the shit with say, Hey, what's up, man? How's the family right before?
• 5:35
  You know, and then you talk business and it's respectful and it's that growth is so much easier
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  and you work so much harder for people you like. Yeah, 100%. I love that. And I think one of the key
• 5:45
  things you said is better work life as well. Less stress, less dealing with the weeniehead agents,
• 5:50
  all that stuff. Exactly. Weeniehead. I might have to fill that one. That's a nice nice version of it.
• 5:57
  Roughly, do you, how do you categorize or do you? You know how a lot of people go with the
• 6:01
  agents. I got my A B and C level players. You know, do you do that type of categorization with
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  your agents? I do not right now. And there's a reason for it. I have a team. So there's me. I have
• 6:12
  two juniors, two L O A's and then a full-time processor and underwriter. My two juniors,
• 6:17
  I'm also placing realtor's under them. So me personally, I'm not actually really accepting
• 6:23
  any new realtor's right now. Like I've had people even reach out through Instagram and,
• 6:26
  you know, we're so blessed that I don't have bandwidth. I'm looking for another. I just hired
• 6:30
  another girl on Monday and we're looking for more support staff to be able to, you know,
• 6:34
  we're not going to sacrifice our quality of files to bring in a new team or a new realtor's.
• 6:39
  Thank God we're at that point. But it made me realize that I got to be able to turn these
• 6:44
  other might get everyone else on my team going. And that's kind of what we're doing now is where,
• 6:48
  you know, I get a realtor who comes in and let's say, I know what you're talking about,
• 6:51
  like the core, you have the A realtor who's doing a deal a month, the B realtor who's doing
• 6:54
  one to two and your C realtor's doing maybe one a quarter or something. So I definitely went
• 6:58
  through the core training years back about five, seven years ago and I did implement that and I do
• 7:02
  use a lot of the core training. Like I do take notes. I do take, there's so many calls I want to make
• 7:07
  each day. I do understand what my backwards algorithm is, how many calls a day, how many communication
• 7:11
  I need to make in order to do it. So I do all that on a notebook that I have literally right here
• 7:15
  on my desk and I have it in front of me all day. And there's three different checklist on it that
• 7:19
  is realtor contacts customer contacts and past client follow ups. And I hit that goal every day
• 7:23
  and I have for five years. Well, there's a key lesson right there is you're still executing on
• 7:28
  the basic fundamentals, which is contacting people conversations daily, right? It's all about
• 7:33
  contact. If we're not talking to them, we're not selling them. That's for sure. If we wait for the
• 7:37
  phone to ring, I've heard they're going to be waiting forever if you just want to sit here and
• 7:40
  wait for the phone to ring. All right. Roughly, how many agents would you say are on your bus,
• 7:45
  right? That you would you would you would name as, oh yeah, active agent, you know?
• 7:49
  So for me personally, I actually only work with four teams right now, me personally. And those four
• 7:56
  teams, um, each have two to four people on their team are medium size teams, which is interesting
• 8:01
  because there's a big team that wanted to work with me. They have 32 agents that are top five in our
• 8:05
  area. Um, and I and I didn't take it, which I know you would think is weird and a lot of other
• 8:10
  people are like, you're crazy. Why wouldn't you take that? So what I've noticed is when you take those
• 8:14
  big teams like that, one, you can't quantify how many people of those are going to like you,
• 8:18
  how many you're going to like and how many deals they're going to send you because you're not
• 8:20
  making valuable, um, relationships with them. And it's a revolving door. You're going to pay a lot
• 8:25
  of money and you're not going to get the quality of, you know, rudder because the good ones are
• 8:30
  going to leave. So the two to four unit team though, a lot of times those are built like a family
• 8:34
  where they stay together for a lot longer and they're super high level high quality people. So
• 8:39
  personally, I saw I worked with probably about 20 agents. There are a couple ones E2Z agents,
• 8:43
  I do have qualifiers from most of people I personally work with Jeff where they are doing a minimum
• 8:47
  of one by side at a month. I'm just so tapped in and so busy if you're not out there and this is
• 8:52
  your full-time job and it's all you're doing. Unfortunately, I personally won't have time for them,
• 8:56
  but I will still set them with one of my juniors. So I'll meet them and then I'll just set them
• 9:00
  with somebody else. I'll be like, Hey, I'm still going to be here for your stuff, but I think you're
• 9:04
  a way better fit with Jen on my team. She has a lot more bandwidth and able to service you a lot
• 9:08
  better than I will after I get their business. I hand off. I'm going to come back to that in a
• 9:12
  second. I probably have 40 total is if I had a guess, I actually don't know the number.
• 9:17
  Okay, we're going to come back to the junior structure in a second. I want to you highlight you
• 9:20
  blew by something very fast that I want to make sure people get, which is this opportunity you
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  had to this team of 32 agents and you evaluated it and determined it would not be aligned. You
• 9:30
  used that word earlier today aligned with your values and preferences preferences. You also
• 9:34
  mentioned something about it will cost you a lot of money. Am I to hear from that? It would have
• 9:38
  cost you money to be part of that team and get that flow of business. Well, I feel like the
• 9:43
  modern day mortgage banker has to understand it takes money to make money. Rillators are looking for
• 9:47
  real partners. They're not looking for people that are just going to answer their phone and provide
• 9:50
  no other value besides an answered phone call. So you have to be willing to step aside by them.
• 9:55
  Set an expectation though. I think a lot of lenders go in there and try to buy the business. I don't
• 9:59
  do that. Most my lenders can get more from another lender. They would pay a higher percentage.
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  I still participate generally at about 25%. I know some lenders cover as high as 50. I personally
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  don't because it doesn't work in my model because I have a high staff that's going to support a
• 10:14
  smooth transaction. That staff has to come from more dollars have to come from somewhere to get
• 10:19
  that staff. So because of that, I tell everyone I could do 25% but I'm going to make your closing
• 10:24
  date and do everything else. And then we do a lot of community interaction. We're super involved
• 10:28
  in our community doing all kinds of we just did a movie night at a park for a HOA. We did a
• 10:34
  homeless thing. We did about every month. We're doing some sort of community event.
• 10:37
  The 25% you're referring to is that a shared lead spend?
• 10:42
  Correct. Like a zillow shared or realtor.com sink or probably the three most popular that most
• 10:46
  of my big teams are using. So it's interesting, Paul. You really bring up a very interesting
• 10:51
  topic of this whole paying for leads thing. And I know you know this well and a lot of people like
• 10:55
  to bag on that idea. But you also put it in the framework of a modern originator and you've
• 11:00
  got to you know talk a little bit about that because look at here I am running a business and I
• 11:05
  have to invest in my business for exposure. Whether that's ads I've run, whether that's content
• 11:11
  production, various things. I'm going to have to spend money. And it's interesting how people
• 11:15
  loan officers let's say and I'm not saying I'm I'm pro like let's go let's the way to get agent
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  relationships is go pay for leads. But for the right relationship this is what's interesting is
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  I found people who are at a volume like yours. Not everybody. But sometimes I come across people
• 11:31
  like you who have a you're running a machine. You've built a real business and you're choosing
• 11:35
  to invest X amount of dollars for sourcing that relationship, but also sourcing those leads and
• 11:41
  opportunities. Do you want to riff on that for a second? Yeah. It really bogged down. So I for
• 11:47
  prior to five years ago, I was buying I ran more of a call center, right? So I was buying
• 11:51
  refinance leads during COVID even before that. And then during COVID when the rates went lower,
• 11:55
  as when I decided wow, with these rates so low towards the end of COVID is when I really started
• 12:00
  hitting purchase business again, because I felt like that's something I've done well in my career
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  and that we all need to do is realize who we're going after and in what market is our real target audience
• 12:09
  because every market, every rate structure, there's a different target client that's going to
• 12:14
  thrive in that market best, right? So that's I think the big reason I went into the purchase side
• 12:19
  for step one is I think you got to be strategic and not just say hey I'm going to do everyone
• 12:23
  for everyone. If you look at my Instagram, it's literally I'd say 80% of my videos are targeted
• 12:28
  to first time buyers. And why is that? Because that's my target audience. That's who I'm speaking to.
• 12:32
  That's who's going to be on social media that's going to respond. It's not the guy who wants five
• 12:36
  houses is going to see some, you know, tacky Instagram video I make with my daughter and send me a
• 12:41
  DM at one of my house. That's not that barber. I am going to get that bar referred to me from a
• 12:45
  realtor, but he's not going to find me on Instagram and DM me. That's not happening. The 25%
• 12:51
  the reason I came up with 25% for me just I can I know what I can spend per deal. I know
• 12:56
  respa violations. You know, you can't say that. So I'm not telling the realtor ham paying 300 per
• 13:02
  deal or whatever, but I know my numbers and I think everyone needs to understand their profitability
• 13:06
  and what their numbers are and their minimum expectation they want to make per transaction.
• 13:10
  And that's basically what I did as I reverse engineered it and realized as long as the other
• 13:14
  big thing I do that's kind of weird and I know a lot of realtor lenders shy away from it and
• 13:18
  realtor's don't I won't work with anybody if they're promoting a whole bunch of lenders.
• 13:22
  If they have three, four lenders in their slew, if they have a whole even two, if they have like
• 13:27
  even a back if if I'm not their guy and they have a backup lender, they're not my partner.
• 13:31
  I'm going to sell out to them. I'm going to be available to them, but I'm going to expect that
• 13:35
  back in return. And I feel like that's a lot of loan officers devalue themselves in basically saying
• 13:40
  I'm just going to be your punching bag and be here whenever you're ready to use me. I'm going to be
• 13:44
  here. Nobody wants that guy. There's no value there. He doesn't like himself because he's
• 13:48
  willing to give up his business for free. He's already saying like I'm worthless. I have worth
• 13:52
  just like you have worked Jeff just like we all do, but you got to sell that work and sell that
• 13:55
  value to your realtor. So they buy into what you are doing and what you're going to do for them
• 14:00
  and then they're going to they're going to want to use you. And I think that's the vacuum we've
• 14:03
  created is we've created such a cool model that no, we have a lot of people that want to work with
• 14:08
  us, but we're kind of still selective of who we are. I'd say at least and I'm not exaggerating.
• 14:12
  I'd say every other week we tell a realtor they're not a fit and even for somebody on my team
• 14:17
  because if they're not doing some business and or if they're if they're not full time almost nobody
• 14:21
  on my team will work with them. And I know that's tough. I know there's a lot of part-time
• 14:24
  realtors that you well at it. They're just not a fit for our team. My team's expected to work 50,
• 14:28
  60 hours. We don't work the model that I know some of these fancy brokers work where they're nine
• 14:32
  to five and they have a life. I don't have a life. Man, I'm a machine. I work all the time.
• 14:36
  I answer my phone at eight o'clock. I'm available on the weekends. I'm sending pre-qual letters out
• 14:41
  and that's what I want my realtors to be like. Yeah, very interesting. I think the big takeaway
• 14:46
  for me there is you're very clear on who who's appropriate fit for you. Once again, the word
• 14:52
  alignment comes up and you're willing to say no, it's not an appropriate fit. Hey, are you tired
• 14:56
  of cold calling realtors and feeling like you're getting nowhere with my agent classes? You don't have
• 15:00
  to chase agents anymore. We hand you a done-for-you system of ready-to-teach presentations,
• 15:06
  plug-and-play marketing, and even 200 producing agents to invite so you can double your agent referrals
• 15:11
  in 90 days or less. Plus, you'll get weekly coaching and a community of loan officers
• 15:16
  sharing exactly what's working right now. Here's a quick win from one of our members.
• 15:21
  I joined it because I was tired of doing business the way that regular loan officers have been doing
• 15:25
  it in my market, which is just making the core calls every Monday and Friday, checking with
• 15:31
  real estate agents. I had done that for years and seemed like everybody was doing that. I need
• 15:35
  something different and I wanted to find a way that I could work with the agents that I want to work
• 15:40
  with. I wanted to find a way that I could have a captive audience every month, every couple weeks
• 15:45
  where I could find agents that were like-minded and that wanted to work with me as well. It's probably
• 15:49
  brought in, I'm just guessing here, but it's probably brought on in the three years I've been
• 15:54
  back with the program. It's probably brought on. I'd probably say about 40 million dollars in
• 15:59
  volume since then. It's led us in massive relationships. I wouldn't be able to do those things
• 16:05
  without this program. The value of these Friday calls are so incredibly valuable for all of us.
• 16:11
  I get upset if I miss it on a Friday. The cost of this program is worth it just because of these
• 16:17
  Friday calls that we're on where we help coach each other. We're just here to help each other add
• 16:22
  value to our real estate partners. Are you ready to stop chasing and start attracting agent
• 16:25
  referrals on demand? Book a call at mortgagemarketing.pro or hit the link in the show notes now back to our
• 16:32
  show because how many times you probably- this is probably why you do this is early on. You said
• 16:36
  yes to everything and then you got to pay the price. I don't care Jeff, you hit it right on the
• 16:41
  head. Trowener, I had a great- and honestly I want to- like everyone will know who this team is
• 16:46
  locally but I- I was the number one- they're not number one now so I guess I could say- there was
• 16:50
  a team that was number one in New Mexico. I was our lender for about two and a half years. They
• 16:55
  were mainly all I was working with was just them and they're a big team. They had like 2030 L.O.
• 17:00
  20 people. I was their main lender. They had one backup lender and I learned I was constantly
• 17:05
  going through this cycle of earning their business and not earning- and this was pre-COVID and it's
• 17:09
  why I went into REFISE because I was like this is terrible. I don't want to have to kiss
• 17:12
  realtors but every day I don't have to work with all these new realtors. I don't want the broker
• 17:16
  calling me and chewing me out. So when I went into the REFISE I'm like oh this is so much easier.
• 17:19
  So I would reiterate that it is trial and error and I think that that's what some of the best
• 17:24
  of us do and that's why training is so important. That's why these podcasters are so important
• 17:28
  is we got to learn from each other. We got to like I feel like with us at least like you know
• 17:33
  my boss who introduced us you know we're big on that creating synergy and I think that that's
• 17:39
  really the best companies and the best loan officers are really trying to create synergy with each
• 17:44
  other. You know we're not in competition we're abundant mindset people here. You're not going to
• 17:48
  take something from me that wasn't mine anyway. Do you have any realtors who are on your target list
• 17:54
  that you've been pursuing yet it hasn't come together yet? Or did you say no?
• 17:58
  There are too many enough. It's a 20 you say that. So there are two realtors that I would probably
• 18:04
  take even though I didn't have the bandwidth and I would just make it happen. So yes there definitely
• 18:08
  are and I always I tell everyone I'm super high level and super intentional in who I go after. So
• 18:13
  I'll like I'll get them on all social platforms. I'll make sure I start their deal so I see
• 18:19
  everything they post. I'll make sure to interact with it. I'll make sure to provide a ton of value
• 18:23
  before I ever go in for an interaction with them. Plus I kind of want to see what they're doing. I
• 18:27
  want to see what they're putting out on social media. I want to maybe even try to find some of their
• 18:31
  friends where we have some mutual contacts and really look at it as more of a holistic approach
• 18:35
  where I'm like they already know me. I'm not just calling on some guy saying hey send me business.
• 18:39
  I think I'm better than who you're using. No I'm totally buying into them first making sure that
• 18:45
  we align and then once we do I find a good way where there is something at some point where I'm like
• 18:50
  okay you know here's a here's an in I see this let me send them a DM or maybe a text or a call
• 18:55
  hey man so you at this event you know I'd love a chance to sit with you. We've been
• 18:58
  just been seeing a lot of your stuff out. I really respect what you're doing. I'm would love
• 19:02
  to grab a bite or something and go from there but I'm pretty low key on the pursuit part
• 19:08
  is what I would say and it's usually coffee top golf. Something informal I almost never do a
• 19:13
  dog and pony show the first meeting. It's never like hey here's all our core products. Here's
• 19:17
  all the great things it's hey what's your family like hey what do you do on the weekends.
• 19:22
  What is your lender and I get a list of what they're not doing and then that gets me a second
• 19:25
  meeting because I didn't talk about products right. I do tell them I do believe we have superior
• 19:29
  products and rates for sure but I want to get to know you and what's important to your business
• 19:33
  and let me make a plan to earn your business. Let me see what you're doing. Let me make a plan.
• 19:37
  I actually go back and I plan. I strategize well here's what you're doing. Here's what from me
• 19:41
  in my experience of 20 years this is what I would do. This is what I've seen work and not work with
• 19:46
  all the high level teams I'm working with and I provide a solution of hey here's what I would do
• 19:51
  and then I want it like I said it really is I say that a lot I use a hashtag we grow together a lot
• 19:56
  because I really feel like that's the buy and I've been getting is the growing together and that's
• 20:01
  I sell that to those agents. I haven't really went hard on those so those two those two guy
• 20:06
  realtor and I also kind of work with mostly guys which is interesting because when I was younger
• 20:10
  I worked with mostly girls you know we all know in real estate sometimes you get sticky so I've
• 20:15
  noticed from my life and my wife it is much easier to record guy realtor as it takes half of the
• 20:22
  you know the part away plus I'm a total dude if you haven't figured that out yet so I tend to get
• 20:27
  get along really well with just dudes you know like hey do you play sports I coach sports my cop
• 20:32
  my son just went to go play college football up in Kansas dropped him off last week
• 20:36
  so just I love the jock type guy the you know sporty guy family guy Christian dudes just
• 20:42
  something where we have something in common and I tend to you know a lot of times guys don't
• 20:47
  talk to other guys mental I even talk about mental health a lot on my page and kind of bring out
• 20:52
  hey you need a why you need something that is bigger than you because as men we don't talk about it
• 20:57
  so I truly do dive into being friends it's not lip service it's not I'm not doing it solely to be
• 21:04
  business because some of those guys I end up working with like you said those two three guys
• 21:08
  and then I never get a deal from them but we're still friends they still link up with me they
• 21:12
  still accept an offer and sometimes they just have a lender for 10 years and I love that loyalty
• 21:16
  when I have it so I stay in touch with them and I'll let them know I'm there whenever their guy
• 21:21
  fails or if there's something that happens but I don't really I don't really pushed you hard okay
• 21:26
  you mentioned value and let's let's take that scenario for somebody listening they have
• 21:31
  identified some realtors that they want to work with so they're maybe doing some of the things
• 21:35
  you mentioned they're following them online they're commenting on their social maybe they're
• 21:38
  sharing some of their content etc but take your two-step meeting how would you define value what
• 21:45
  what are some of the things or ways that you look to demonstrate value to a realtor by the way
• 21:49
  so outside of just we close on time right even though you have a very awesome team with a very
• 21:55
  articulate non-normal process so I think there is value in you illustrating what that is but you
• 22:00
  know it can't just be oh hey I close on time so go ahead and then I even can say that Jeff I
• 22:06
  say closing if you're not closing on time that should just happen so we won't talk about that
• 22:10
  because that's done I don't ever talk about it again okay it should just be expected okay so um
• 22:16
  I would say that that's I don't know man I told you the other thing that makes me really good at my
• 22:20
  job and also really bad Jeff is I am hyper ADD if that's not obvious because I can't shut up
• 22:26
  we're changing I'll totally forget what the heck you just said what's the question Jeff the question
• 22:30
  is how do you demonstrate value to a realtor outside of products and service so generally I would
• 22:36
  say perfect example I have a friend today who's a realtor he's one of my best friends you know his
• 22:40
  name's Adam he'd probably be he'll probably check out the podcast so he'll be happy I shot him out
• 22:44
  but he's a perfect example of a realtor who became started out he was a realtor five years ago
• 22:50
  he's been working with me for three and a half every single year his numbers have almost doubled
• 22:55
  I'm not the only reason why I don't think I am I think he's also good but we've all talked about it
• 23:00
  and us working together as friends truly getting shoulder to shoulder with somebody that you like
• 23:05
  and actually growing together it's so organic to grow that way and in too many times we don't
• 23:10
  do that so a lot of times when I do my two-step meeting the first thing I do and I think that's
• 23:15
  very important you do is share your past successes you name drops and people you're working with
• 23:20
  hey I'm working with this guy you can definitely reach out to him for a recommendation I would
• 23:25
  highly suggest it so and I mean all my realtor partners I've worked with for years so it's
• 23:29
  like so easy for me and they're well known because they're all top 100 in the area so it's like hey
• 23:34
  you know this guy reach out now ask him what he thinks ask him how hard I'm gonna work for you
• 23:38
  and most of the time they don't every once in a while they will go to lunch or something with them
• 23:42
  but pot eat again my realtor super happy positive feedback if anything I get a text of man are you
• 23:46
  sure you can handle more business like this realtor just called me like are you sure that this is
• 23:50
  you know wise idea so I would say that's part of the process but adding value for me like I guess
• 23:57
  I was getting with him is he called me this morning about a personal issue so this morning he's
• 24:00
  actually somewhere else and he has some inner office stuff where he he well I can't say now I
• 24:06
  said his name so I can't say what it was yeah you could just leave it as inner office issues or
• 24:15
  whatever but yeah inner office issues so he called me with the inner office issue that was you
• 24:20
  know nothing with real estate but he's called me because he needed a sounding board and that's
• 24:24
  what I would say is another way you've developed trusses you can't just talk to these people just
• 24:28
  about loans all day because if not the next person comes in and wants to just bring up loans
• 24:33
  and they're better rate or lower fees or campaign more why wouldn't they leave they have no value to
• 24:38
  stay with you they don't know you personally you have it presented a reason or a compelling
• 24:42
  argument for you to stay so just like we go take guaranteed you know guarantees elsewhere why
• 24:47
  wouldn't they go leave if they can get more money and the other companies promising the same thing
• 24:51
  so again comes back to value it's about more than just the transaction it's about more than just
• 24:55
  the money I want to go back to what you said you know grow together and that his business grew
• 25:00
  along with yours does that mean that you would be bringing a realtor ideas strategies resources and
• 25:07
  tools to help them in their business yes so that's basically exactly what I tell them is that um
• 25:12
  you know and then most time I even tell them in that first meeting you know the other big thing I do
• 25:16
  especially and when I'm meeting with someone they're doing at least one to three deals a month
• 25:19
  if I'm personally taking this meeting so I know they're going to be worth my time and I know
• 25:23
  they're going to be working so what I generally tell them is when I first meet somebody for the
• 25:27
  first three months I have a 30-minute call with them scheduled I won't even work with them if they
• 25:31
  won't commit to it so we have a 30-minute call every single week where we're going to strategize
• 25:36
  for the first 90 days I want to make sure you're happy with my service I want to make sure we're
• 25:40
  not missing any prequels I want to make sure all our buyers are followed up with I want to make
• 25:44
  sure if we don't have any apps how are we going to get some are we going to go out door knocking
• 25:47
  am I going to help you with an open house are we preparing flyers are we creating Instagram ads what
• 25:51
  are we doing I use the word we more than anything if you see that a lot and it's because a lot
• 25:56
  of times lenders say you you you the way my team structured my job is to rain make I just bring
• 26:01
  deals in everyone else closes them I just bring them in and I tell everyone that's what you got to
• 26:05
  get to you got to get to a point and you got to work your tail off to get at least one assistant
• 26:09
  because if you don't have at least one person on your team it's really hard to provide the
• 26:13
  necessary value you need to for a realtor that high-level teams can can give until you're there
• 26:19
  so you have to work your tail off to get at least one person on the squad once you have one
• 26:23
  person on the team in my opinion it becomes much easier much easier you well again man there's
• 26:28
  so many nuggets in here the the one that you just said which is 30 minute call right once a week
• 26:34
  for for the first three weeks and launching this new partnership three months three months for
• 26:40
  three months sorry it's 12 minutes that's that's so what I wrote down is that's intentional versus
• 26:45
  casual correct and that's what I tell them I I'm a little I even say it all the time I'll say
• 26:49
  intense a lot I'm a little intense sometimes I might even bug you because if I don't hear from
• 26:53
  you for a week or two I'll probably send you a DM saying hey what do we got to do to pick up our
• 26:57
  next buyer let me know where you need me yeah like all I'll bug them I'll definitely let them know
• 27:01
  what are we and I know I ever say send me a deal I say what do we got to do to get a deal what can
• 27:05
  I help you get a deal with what do you need help with you are intensely intentional how's that
• 27:09
  up I do love the original value you know it's funny Jeff is that's all the Kool-Aid that everyone's
• 27:15
  selling right now so you know what this and I you can say a lot of things about different mortgage
• 27:20
  companies I believe if you take every company as a learning lesson it'll be great I worked at
• 27:24
  movement have you you know the Kool-Aid with movement right there a t-shirt company not a mortgage
• 27:29
  company you know very happy go lucky but they taught me something invaluable my career and that
• 27:35
  is that who you work with matters like the people that you surround yourself with the level that
• 27:40
  you're gonna accept from people matters because they're the first culture based company I've ever worked
• 27:45
  for I personally believe they have too much culture now and that's why I left is that they sell culture
• 27:51
  overclosing on time and other things that I think are equally as important but I do believe that
• 27:55
  that really hit me hard with their culture and seeing man I can do this in a different way
• 28:01
  than being a salesman I can do this more as a is a partner and so they really did plant that seed
• 28:07
  on if I'm giving credit we're credit to do they do a great job at culture and then with CNG the
• 28:12
  main difference when I came here was we have also a super-technic culture they don't sell it that way
• 28:17
  but they're totally get loans done like we're going to get a loan done no matter what we have to do
• 28:22
  like are we going to lose money on this are we going to you know services ourselves is the owner
• 28:26
  like the owner himself has I've called him and he's literally given my clients loans like just like
• 28:31
  hey we're gonna I'm wearing a house in that we'll get that done and we'll refinance them next year
• 28:34
  so I feel like you do need to properly align yourself with the company that has the same values
• 28:39
  as you and the reason that I can quantify my numbers is I feel like my company values my customers
• 28:44
  much as I do my biggest fight with my underwriter is I care too much once I'm bought in I get very
• 28:49
  invested and I get to buy into the customer's story and I'm kind of sold and at that point it's
• 28:55
  easy for me to sell the underwriter because I'm like this client deserves this house they deserve
• 28:59
  this loan we're gonna get them this loan man I don't care what we got to do I've already promised it
• 29:02
  we're gonna do it that's awesome so I don't just sit there and roll over when something gets hard
• 29:06
  I'll double tap at that point and we'll find a way through it yeah I know so far with my
• 29:10
  interactions with some of the leaders at CMG that again it all comes back to leadership right and
• 29:15
  so definitely some great leaders there Chris is a stud man he's such a I've never had a cooler owner
• 29:19
  that dude is a stud okay so I'm gonna I'm gonna put the cherry on top of this one I want for
• 29:24
  everybody listening I've got like my page of notes here and if there is one takeaway that I
• 29:29
  think anybody could take a plan their business right now I thought of it in this context Paul which
• 29:34
  is you do and you have an onboarding process for agents like that is unique rare and that also says
• 29:41
  something about who you are as a company yourself as a as your own team and how how much a when a
• 29:48
  realtor hears you say well look let me tell you Jeff here's how we work with new realtor partners
• 29:53
  like you as we have an onboarding process and here's what that looks like boom boom boom here's what
• 29:57
  the goal like when you map that the realtor's like wow I just arrived at the risk Carlton or
• 30:02
  something right that's incredible I think it just sells it sells your commitment to them and that's
• 30:07
  what I say I say I have a plan because unlike other lenders where I'm just begging for your business
• 30:11
  I have a plan I've intentionally went after your business yeah so I tell them at that point I was
• 30:15
  very intentional I like to what you were putting out I feel like we're proper I use the word
• 30:18
  aligned a lot we're proper aligned we're we're sharing a lot of vision so I'd love a chance
• 30:22
  to show how those align and then we you know we just close yeah you mentioned you did movie night
• 30:28
  do you do any other types of you know educational events or classes and that type of stuff as well
• 30:32
  oh my gosh so we have had some crazy recent success on TikTok with one of my realtor partners
• 30:38
  he has a pretty big TikTok he has 40 that 42 thousand followers on TikTok and we've been doing
• 30:44
  lives once a week for one hour in that one hour we average three to five applications right there
• 30:49
  just one hour and all we're doing is live answering questions live on TikTok which I I'm honestly
• 30:54
  40 some here so I'm not hit that hit man but it's crazy and then what we started to do with that
• 31:00
  we've now done it this will be our third of home buyer seminar is he and I built a home buyer
• 31:06
  seminar that we do one out once a month at the end of every month we do a free home buyer seminar
• 31:10
  you get a free soft pawn your credit you know so there's a whole again I'm very systematic we
• 31:16
  want to process the system so he you know he basically will send all these invites we last time
• 31:21
  we had 38 people that had registered 25 showed up out of the 25 that showed up this was the first
• 31:26
  time we had 11 people apply six already are pending out of those 11 and that was one hour so
• 31:32
  that is super new to me I'm all like word this is active this was just starting two to three
• 31:37
  months ago he's kicking but he's his numbers have never been so good so he's having his best 90 days
• 31:43
  which is obviously helping my 90 day running tell you as well but again never super intentional
• 31:47
  example of something that I brought to him so he didn't that wasn't his idea I told him hey man how
• 31:53
  do we reach your TikTok audience better like you're putting out these videos I know you're getting
• 31:57
  DMs but how can we really separate the high level people the lucky lose from the people that want
• 32:02
  to buy in like what do we got to do Chris and he's like I don't know man I was like well I've done
• 32:06
  home by ourselves you think you're cool with that maybe we set up a an invite link you know you
• 32:10
  will push it out on this we'll both boost it he was all for it we tried it and it worked right away
• 32:15
  super happy yeah that was an online event yes it's an online everything's online about that we do
• 32:25
  a teams teams meeting we put together with chat gbt put together about five screens shot or probably
• 32:31
  five each so five lending ones we go through the whole home buying process super low pressure no
• 32:37
  nothing you know hey no pressure at the end of it we basically tell him that Chris is going to reach
• 32:41
  out to send him my link I don't even bug these people he reaches out sends him a link tells him
• 32:46
  that links gonna get you a free credit report and Paul's gonna call you to give it to you and he'll
• 32:50
  also let you know if you qualify for any first time in buyer sentence that's all I call I tell him
• 32:55
  what their credit is and tell him if they qualify if they qualify then we just run with it use
• 32:58
  obviously they usually want to buy they just only sold so is the link just a soft poll or a
• 33:03
  loan app or what is it so our no it's a link to my short pre-qualification app okay so it's
• 33:08
  like a two pay each high-level application name you know date of her social how much you make it's
• 33:13
  not the hundred question yeah big one it's enough so it's just yeah and then we just only pull
• 33:18
  trans union which of course doesn't give him a credit game wow that's that sounds like you'd
• 33:22
  be doing that again and then it's just super high level and that what we sell there is that we're
• 33:26
  basically we tell them already right away we know that you may not be ready to buy today this is
• 33:31
  just informational and whether you buy in six months or two years we don't care we're gonna still
• 33:35
  be in the industry so I'm gonna set you up on a plan and you'd be surprised how many people don't
• 33:40
  know they qualify I tell everyone you know don't be worried about getting tough credit the tough
• 33:44
  credit give them a resource let them go out and do it don't put any other energy into it but I
• 33:48
  would say about half the people that tell me they don't qualify qualify so um it's just really
• 33:54
  getting to that point and filtering through the data all right so that was a tick-tock live
• 33:58
  stream slash first time home buyer class correct okay brilliant so um are you doing anything
• 34:05
  different uh to close out 20 25 adding to your business plan in terms of activities anything like
• 34:11
  that so right now every company has their like president's club ambassador so I definitely
• 34:16
  am shooting for 50 mil which is at our company's president's club I had a slow start January
• 34:21
  February so I should hit that so yes I am but basically my that's all wrong my my science is way
• 34:28
  worse than everyone else's because I'm lucky to have so many leads and so much data
• 34:33
  what I basically my plan is to do is what I do is any day I don't pen by Wednesday if I don't
• 34:38
  already have three new contracts pending I double the amount of outbound calls I have to make
• 34:43
  and I've been doing that for probably since March of this year so I do again count that as part of
• 34:49
  why I'm succeeding more is you know again the more the algorithm the more contact you make the more
• 34:54
  deals you're gonna close so for me I've already figured out my best cost per action item is
• 35:01
  me getting on the phone and making outbound calls I'm super talkative I know how to communicate
• 35:05
  over the phone and you know do teams and and show people using mortgage coach and other tools
• 35:09
  you know the value of different loan scenarios so I love just if I'm on the phone I'm making the
• 35:14
  most contacts I'm reaching the most people that's what I got to do so I would say that's for me but
• 35:18
  for everyone else you got to figure out for your niche and how you work what is your single most
• 35:23
  high-level action what is going to give you more times than not more deals with the least amount
• 35:28
  of work and figure out a way how to double that performance how do I get more out of that same action
• 35:33
  that's going to be your best way to you know to close out 2025 love it love it know which growth
• 35:38
  levers to pull that's going to give you the biggest ROI on that oh I like how you said it way better
• 35:44
  I said I'll say lame this terms you'll say the educated version Jeff now this has been awesome
• 35:48
  all right there's so much more to learn from you and one of the things I want to do is make sure
• 35:52
  people connect with you so the number one place to go is your Instagram what is that handle again
• 35:57
  home loan superhero home loan superhero we'll link that up in the show notes go check out some of
• 36:00
  the cool content you're doing there the resources you got in there all that kind of jazz I know
• 36:04
  you're super busy Paul appreciate your cover and out time for your day to share your amazing success
• 36:09
  congratulations and let's let's stay connected man awesome Jeff thanks for having me I appreciate
• 36:14
  you man my pleasure listeners you know what to do by the way go follow Paul and if it's share with
• 36:18
  him the one big idea you got here today whether it was the you know the 30 the onboarding call
• 36:24
  with the realtors whether it was delivering the value to realtors the virtual home buyer seminar
• 36:28
  whatever it is just let them know with the one take away you got from here and I will see you
• 36:31
  guys in the next. Jeff I would probably see one of the things I am super accessible as you've
• 36:36
  reached out as well so if any lenders ever have any questions a lot of people my company do please
• 36:40
  DM me I'll jump on a phone call with you give you anything that you have like I said on the call
• 36:45
  I'm an abundant guy I love creating synergy I love giving out to people so if there's a time or
• 36:49
  something I'm doing or something on the call you're like hey what's this or do you have a template
• 36:53
  for that or what are you doing what exactly four points I have most of these things written down
• 36:56
  and word documents so I can provide them awesome very generous Paul appreciate it see on the next
• 37:01
  one guys bye for now okay that's it for today's episode before we wrap up I just wanted to
• 37:06
  remind you about my agent classes you're proven system to double your agent referrals in just 90 days
• 37:12
  imagine never having to co-call again instead building real lasting relationships with top producing
• 37:18
  agents who want to send you business with done for you presentations marketing automation weekly
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  coaching it's all designed to make growing your business easier and fun so if you're ready to
• 37:29
  take control of your agent referrals and grow your income visit mortgage marketing.pro or check
• 37:34
  the link in the show notes and while you're there don't forget to check out the success stories
• 37:37
  from other mortgage pros who've already seen incredible results thanks for listening and I'll
• 37:41
  see you on the next episode