Latest / Mortgage Marketing Radio / Ep #112: Lessons in Going From $24 Million to Over $100 Million in Less than Five Years

Transcript

Ep #112: Lessons in Going From $24 Million to Over $100 Million in Less than Five Years · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
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the real estate agents is essential for success.
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However, finding effective ways to secure agent relationships can be a challenge.
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With so many mortgage loan originators vying for the attention of real estate agents, it
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can be difficult to stand out and establish meaningful connections.
0:20
Our new case study featuring loan officer Chris Cogill is a must-read.
0:25
Chris has closed a remarkable 36 million in funded loans from agent referrals.
0:31
And in this case study, he shares his proven strategies for building strong relationships
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with real estate agents and leveraging those relationships to drive more business.
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To get your hands on this resource, head over to LOKestudy.com and download your free copy
0:45
of the case study today.
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You'll find actionable insights and practical tips that Chris used to close 36 million
0:52
in funded loans from agent referrals and how you can too.
0:56
Don't miss out.
0:57
Go check it out right now, visit LOKestudy.com and download your free copy today.
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Hey listeners, welcome to this episode of the mortgage marketing radio podcast.
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So glad you tuned in and I bet you're going to be glad to in just a couple of moments.
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So let's take care of a couple housekeeping issues.
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Number one, first and foremost, if you're a new listener, let me know, give me a shout
1:49
out on our Facebook page at the mortgage marketing radio podcast on Facebook.
1:53
Look us up.
1:54
And if you're a been listening for a while, you're getting value, hey, we'd sure love
1:58
you leaving a review wherever you listen to this podcast, wanted to share a quick review
2:02
with you from John Dolbeck.
2:05
John says, hey, the podcast is a great tool.
2:07
I've used your increased my business over the last few years.
2:10
The one-to-one podcast with top producers has been a great way to sharpen the saw.
2:14
Jeff is great at always asking the question that I would have asked them.
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It's like he's reading my mind.
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That's what we do here, the mind meld.
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So thanks John Dolbeck for that.
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Appreciate you.
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And so if you could do that, we'd appreciate that.
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Secondly, a couple quick announcements.
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Due to much demand, we are rolling out a very limited, exclusive invite only small group,
2:40
quick start coaching program called LO launch.
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What is this?
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This is a six week kind of boot camp, if you will, fast-track to success in focusing
2:49
on the key areas that we've been told, loan officers want the most help with.
2:54
That is number one, real estate agent referral partners, more success in getting in front
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of real estate agents, capturing their attention, converting them, activating past relationships
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they've got with realtors, you know, soup to nuts, everything, realtors.
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So that's going to be a key area of our six week coaching program.
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In addition, we're going to talk about mining your past database for clients, right?
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Some smart and intelligent ways to do that.
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And then talking about building your personal brand, going consumer direct online social
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media, Facebook ads, video, all different strategies to help you build your personal brand,
3:26
raise your awareness and become chosen as the go to lender in your local community, both
3:30
among real estate agents and consumer direct.
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So not sure when you're listening to this.
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So either we already have a class underway or you need to get on the waiting list.
3:40
Here's what you want to do now.
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You want to go over to L-O-Launch.me, L-O-Launch.me.
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That's where you get more info and it is invite only.
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So we're not taking everybody, as I said, it's a very small group.
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It's an elite group and so go there, learn more and we'll be in touch with you to find out
3:57
if you fit the profile of who we're looking for.
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That's that.
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And of course, without, you know, I'd be remiss and not mentioning if you're looking
4:07
for a platform all about teaching agent classes, delivering you a done-for-you class every single
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month, an awesome topic with a proven system that gets butts and seats and loans in your
4:17
pipeline, done-for-you agent classes, turnkey PowerPoints, speaker notes, handouts, video
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tutorials, coaching for me on all that, a private Facebook group, and more, well then go check
4:29
out the mortgage marketing dot pro membership.
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And then lastly, we want to make sure say hello to our fellow colleagues at the industry
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syndicate.
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What's the industry syndicate?
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It is real estate's first media network.
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You're looking for access to more good content shows, podcasts.
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That's where it can be found, real estate mortgage focused, over at the industry syndicate
4:49
and it is industry syndicate dot com.
4:52
So check that out for more details.
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All right, let's transition into my very special guest for this week.
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It is Nicole Ruth.
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Nicole Ruth out of Denver, Colorado is a superstar.
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Yes, she is.
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Rockstar who took her business in just under five years from 24 million to over a hundred
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million dollars.
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Folks, did you hear what I said?
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And under five years went from 24 million to over a hundred million dollars.
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I mean, crazy, right?
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How do you do that?
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You're going to hear Nicole explain exactly how she did that.
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It's an education and a lesson on mindset and on making decisions and commitments and
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following through on yourself integrity that you commit to yourself, to others and your
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family.
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Also, you're going to hear her talk about how she leads with education, wealth building
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through real estate.
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That is the primary channel, if you will.
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That is the primary brand that she communicates out there.
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She does tons of classes.
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I think she mentioned on this podcast, she was doing four alone.
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This month, perhaps, and a lot of her classes focus on educating real estate agents on the
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various topics of how to leverage real estate to build wealth, but also personal branding,
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marketing, social media, mindset coaching, as a matter of fact, she's bringing in our mutual
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friend and mentor coach Bill Hart, author of white color warrior, Bill was on the podcast
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last year.
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And we look forward to having him back in the near future.
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But she has taken her classes to the point where now she does them, she's got a consistent
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theme, right?
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Thursday of every month, it's called agent ignite, and it's a different topic every
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month.
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It sounds interesting.
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It sounds a little bit like what you get through the mortgage marketing.pro membership
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with our tool that's called my agent classes.
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Nicole said she spends hours creating those PowerPoint presentations herself.
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Good news is, like I had mentioned to her, hey, we've got a system that actually does
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those for you.
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And so just a little subtle plug right there for those of you who haven't yet checked out
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mortgage marketing.pro.
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That's where you can watch an eight minute video all about that.
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So what I love about what Nicole's doing is she's focused, she's intentional, she's driven,
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and she really understands what her area of expertise is.
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And that's where she works to spend most of her time because that's where she feels
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most energized and passionate and that's where she gets the most results she possibly can.
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So I think you're going to really dig this week's episode.
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She is just giving an idea.
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Let's say 2018 over 353 family served for over $116 million in funded loans.
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This comes right off her website at the Ruth team.
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We're going to put links in the show notes to all of this stuff.
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Her YouTube video, you got to check it out, talk about leading with transparency in education.
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She's got over 250 videos, over 100 just in her realtor education playlist.
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She's unbelievable, right?
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She's ranked among the top 100 mortgage advisors in the country.
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She's the number one mortgage originator in, I believe, the state of Denver, a state of
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Denver, state of Colorado, city of Denver.
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You guys know what I'm saying.
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Why don't we just cut to the chase and welcome our special guest Nicole Reeth on this week's
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show.
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Hey, Nicole, welcome to the show.
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Well, thank you for having me.
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Thank you for being here.
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I know you are super, super busy.
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So for the listeners, give us the quick backgrounder who is Nicole, how long you've been doing loans
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in?
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Why do you still love it?
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Oh, gosh.
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So I've been in mortgage lending for going on 18 years.
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But for a big chunk of that, I was in operations.
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I used to work for Arthur Anderson and Anderson's whole thing to the whole corporate route.
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I had three beautiful babies in a very short period of time and kind of gave up corporate
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route and went, knocking on a door, said to a friend, handing a job, something low key,
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something to get me off the living room floor, landed in mortgage lending.
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You know, I'm not the unique person that landed in mortgage lending.
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It's kind of the normal story.
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But it started out in operations because that's what I knew.
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And it was about eight, nine years later, I was in a small, little broker shop, me and
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one of the person.
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He was all things sales.
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I was all things ops and worked really well together until he had to pull out, move out
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of state.
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And then I'm based with, hey, we did a really good job.
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The phone's ringing and our marketing's doing well.
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So I started doing loans because a secret swim.
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Yeah, like eight or nine years ago now, eight or nine years ago.
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And what do you still love about it?
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Because that's a, that's a long career trajectory.
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And I can tell just from, you know, observing you from a distance, you're passionate about
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it.
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So what about it makes you passionate?
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I love the fact that the business that we're in allows us to have such a unique impact,
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a lasting multi generational impact on our clients.
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It's not like we're selling them a bar, so we're pair of shoes.
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And it's not even like we're selling them the biggest asset that they've ever bought
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because we are, but we're selling them the ability to build wealth in a way that no other
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asset can.
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I mean, this is so unique.
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Have you really owned that and lean and do it and get excited about it?
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Your clients get excited with you and they see the benefit.
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Like, I've had so many client conversations where they come to me for transactional reasons.
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They lead as a relationship, they lead building wealth, they lead with a vision well beyond
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this single transaction.
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All right.
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Thank you for sharing that.
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So, and I hear you describe that.
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That's very telling for the listeners and what it kind of illuminates for me, if you
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will, is that you, number one, your, your, your borrow experience, I'm sure, is quite
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different than the average borrow experience.
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But also trying to think, how do I articulate this is you, you really see your role is something
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beyond just kind of loan officer, if that makes sense?
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100% with our question.
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My whole team, we operate where we're really supporting and helping that client.
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Yes, I can close loans fast.
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Yes, we have market rates, competitive rates.
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Yes, we can do all of the loans that everybody else can do.
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But we bring the sense of purpose, the sense of vision, the sense of gratitude, that we
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are to do something bigger than that.
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Why is it so personal for you, did you have a personal experience or something?
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I, yes, I did.
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So it was gosh, six years ago now when I had bumped into a gentleman, kind of my chance,
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if I look at it, looking backwards, there was no real purpose to us meeting.
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He wasn't handed to me, we kind of just ran into each other, kind of got off to a good
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start, had a cup of coffee, he kind of took me under his wing.
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He was an older gentleman that had been in real estate for a long time.
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He was a realtor.
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And he just sat me down, we just started talking.
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It's like, who do you know, what do you do, how do you look at things, and I was relatively
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new in the originating side.
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And so he just kind of, we just started having conversations about this investing idea.
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And it wasn't that he was a fixed employer, he was a long-term investor.
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So he started talking about his investments, how he built wealth, but from an older generations
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for you point, you know, it wasn't about building a little generation well, it was just
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about securing yourself against social security, right?
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And so when he and I had these conversations, we're talking, we're talking.
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And then all of a sudden, he brings up this four flex cities guy and he says, you should
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buy this.
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And there is no, I'm not buying this for so many reasons.
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But he kind of talked me into it and he talked me through the fear, because I wanted to back
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out of that thing at least three or four times during the transaction.
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It was too big, it was too much money, there was too many things wrong.
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How do I deal with tenants?
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How do I get tenants?
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How do I get tenants?
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Right.
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Everything.
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So, but he did talk me into it eventually.
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And so we went through the whole process, the internal questions, and he held on.
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And then right after that, I ended up finding opportunities for a little single family.
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And I held on to those two for about 18 months, maybe 24 months, just those two.
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And really getting my feet wet with the full tenant situation and leases and turnover and
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management.
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I managed them.
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And all of a sudden I started realizing, especially with the four flex, I'm pulling in really
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good money.
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And I don't need the money today.
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So I'm just dumping it right into the mortgage.
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And so all of a sudden, I'm building this equity at an accelerated rate.
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And it's starting to click that this is bigger than just throwing my money in a stock market
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or any other financial opportunity I can make.
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So now it became an opportunity.
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So then I just started buying more.
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And it took me a while.
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From the first two, there's probably a lag of, you know, as I said, 24 months, a couple
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months or a couple of years, maybe, maybe as many as three before I bought the next one.
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And then the next set of buildings for flexes came rather quickly.
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So now I own 23 investments.
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23 all total.
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They're not all for flexes.
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23 doors.
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So I do have a number of that is the correct term in the investment.
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Yeah.
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23 doors.
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So your first investment property was a fourplex?
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The first one was a fourplex.
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Wow.
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Yeah.
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That's a lot.
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Yeah.
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Yeah.
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It was scary.
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Because it's, you know, you've got roommate situations, right?
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You got, well, he's doing this.
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And he's doing that.
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It's coming over the fence.
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And I'm sorry.
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Were you living in the fourplex, by the way?
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One of the units?
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No.
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No way.
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Okay.
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I got it.
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It's got to be the right area, you know?
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Yes.
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I mean, I have a friend of mine who invests in a similar situation in Vegas, but not in
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the area you'd want to live in Vegas, you know?
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My first, okay, quick sidebar.
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My first investment property was bought side-on scene in Smurna, Tennessee.
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It was a condo.
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And I bought into the pitch that, you know, Nissan's opening up a plant there.
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And that's where all the job growth is and all that stuff.
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Well, I got the hard lesson in being a landlord when a pipe burst in the middle of the night
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and slutted into my neighbors, condo, after which they sued me.
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Oh, my gosh.
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Yeah.
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I'm like, oh, this is fun.
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But no, that's all I love that.
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I mean, 23, man, first of all, congratulations to you for having the courage of that.
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How come more people don't do that?
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How come more loan officers don't do that?
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Don't invest.
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Yeah.
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Don't invest.
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Don't buy.
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Invest in the own product.
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Right.
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Yeah.
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Because it was a couple years before I did.
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I don't know.
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I wish they would because they served their clients better if they understood the product
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that they were selling.
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Right.
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Yeah.
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Well, sure.
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Let's give you a set.
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Now, investors, is that kind of one of your niches?
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First time investors are the repeat, the larger investors, they're going to typically go wholesale
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hard money.
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They're going to go, you know, local bank portfolio type situations.
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I mean, being in May and Freddie Mac, when we can do up to 10 finance parties.
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And all have clients that have 10 and they're restructuring and they're pulling cash out
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of this one to pay off two or three others to be able to pull another one in or buy
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another one.
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So, I mean, the advantages to go with Fannie Mae and Freddie Mac on an investment are
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substantial compared to hard money or even portfolio.
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So if you can restructure your portfolio so that you can state that 10 and then sometimes
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you just can't.
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It's good.
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We try to help a lot of people once they start going and then that they're fixing flipping
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obviously that doesn't work well with our world.
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That's going to be more hard money.
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So we do work with, I teach a lot of classes around first time home investors.
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How do you get over the fear where it is buying that warplex to begin with was overwhelming,
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especially as a woman and my husband was there to support me, but he really leaned on
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me.
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I was the one that was in the industry.
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He was traveling a lot.
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And so I had to make a lot of the decisions and we're not taught at an early age in general,
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especially as a woman, how to make those kind of financial decisions and weeps.
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And so to have somebody come alongside you is really important.
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So that's kind of been my passion for building this business and working with first time
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home investors much like my trusted advisor did for me on my first one.
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Well, that's cool.
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It's nice to have mentors that help you on your way.
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Have you always been passionate about education?
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I know I forget the exact tagline you guys used, but you're passionate about educating
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people about leveraging real estate to build wealth, right?
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Yes, we talk all the time about building wealth through real estate is kind of our tagline.
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And then we have a we believe statement that we believe in sleeping better at night giving
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people the opportunity to build multi-generational wealth through real estate.
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And I have to say I was watching one of your videos earlier and you go deep with the
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education.
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You're talking you're talking quantitative easing.
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I did.
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I do a monthly market trend report.
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So that one that was more business of business that's for the realtors.
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Yeah, they're like, what's that?
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They need some help educating, but that's so I'm curious then.
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All right, I'm going to transition into more.
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Let's get a bit tactical because those listening want to know if I'm correct, right?
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So, all right, let me go back to your website here real quickly.
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I love your website, by the way, very well done, very professional.
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What I like best about it is the rolling numbers that pop up on Hummy Street.
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You saved.
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Last year.
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Let me get back because I got a couple of pages here open for you.
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But in 2018, just refresh the page because I love to see that, it's like a telephone.
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You know the number.
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How many families did you help?
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We actually 363.
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So I did notice the website had 353.
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I think it was type in too fast when I updated the website.
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But yeah, I noticed 363 families that served for 113 million personally, 119, I think,
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in the branch, which includes my husband joined me.
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So I persuaded him over to the dark side.
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He left corporate America and he only does reverse mortgages.
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So I'm the only producer in my branch.
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And then he supports our clients and our financial planners with reverse mortgage options.
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Nice.
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Good to see you.
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Yeah.
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A little bit, yeah.
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Yeah, that's awesome.
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Good, good, good.
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Okay.
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So that's a big number.
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You then, that puts you at the number one spot for Fairway company, what?
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The number one producing branch manager.
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So there's a couple of us at the top.
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When I look at the Mortgage Regionage magazine, I'm the top originator in state of Colorado.
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And there's a handful of Fairway folks right up there in the top 60 with me.
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Wow.
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Congrats.
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That is an awesome achievement.
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You should be incredibly proud.
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Yes.
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Because any of us listening, right, we know it's not easy.
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You've definitely put in your sweat equity.
19:46
So speaking of that, let's then transition because what caught my attention was kind of
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your trajectory.
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If I can bring this back up, it was just about what, roughly four years ago, you did
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what?
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25 million?
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Yeah.
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So I went from 24 to 48 to 78 to 111, 213.
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All right.
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And as you know, the question that's coming next, right, how the heck did you do that?
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Yeah.
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You know, I really do think it's once you decide what you want to do, right?
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You decide what you're passionate about, you decide what your branding is, what your
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lane is.
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And I talk about that all the time is what's your lane.
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Then you dive all in into that lane.
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And that, I think, has been the difference because it's really easy in this industry to
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chase shiny pennies.
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I mean, it's like so easy.
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Everybody wants a part of the mortgage industry and the originators that work here, right?
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So once you say yes to this lane, I get to say no to all the rest of the stuff, which
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is beautiful.
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Like, I'm not good at leads.
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I'm not good at one-on-one videos.
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I'm really good on one to many.
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I'm really good about speaking up message and I'm passionate about.
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So I'm not good at a lot of things.
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So everybody will start listing out, I'm not good at more things than I'm good at.
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But I know what I'm good at.
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And so my focus on those things, and I focus at leaning into the passion, then I get
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to, I get to spend my time there, right?
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And I get to design ways to get that message out.
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I get to be in front of the camera.
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I get to be in front of the clients.
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I get to talk about how exciting this industry really is.
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And so I do get invited to speak in front of a lot of aging groups, kind of instilling
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that passion in them because it's a hard work.
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There's a lot of disruption going on right now.
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And people are trying to figure out where they belong and what their lane is and what
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their branding is.
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And if they don't have that innate sense, then they're going to get swallowed up by the
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Zillow's node.
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So I think that's what's given me the growth is just the passion.
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Yeah, we'll come back to the disruptors for, let me just make a note here.
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But I have to ask you just for clarification.
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I think I know the answer, but what is your lane?
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So our lane, it really is the whole concept around the building wealth through real estate.
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So my lane is using the history that I've had over the last eight years in property ownership,
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right, in the bumps and the bruises and everything that I learned and taking that, turning
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around and helping others.
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So it's through teaching, it's through the mode in which I get to do it is through the
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presenting, is through the video, is through the classes that I teach.
22:41
The lane is really about working with realtors and helping more buyers understand and capitalize
22:48
on the opportunities that they have in real estate.
22:52
And really then I guess it comes back to your educating people, being a guide for them
22:57
along that journey.
22:59
Yeah.
23:00
And it's deciding that, you know, I don't work well with financial planners.
23:03
I don't work well with CPAs and the push attorneys and new builds and yada, yada, yada,
23:09
yada, right?
23:10
I'm very chasing them that I wouldn't be everything that I am to the realtors that I serve.
23:14
So you've gone all in on real estate agents.
23:16
I have.
23:17
I have.
23:18
How did you know, maybe it's just trial and error and experience, but how did you decide
23:23
that, you know what, this is my lane, it's not financial planners to use your example.
23:26
Did you, did you try financial planners and it just didn't feel right?
23:30
I tried financial planners and it's a different cycle.
23:33
It's a different mode that I've got to communicate with them.
23:36
Right.
23:37
And it's a different series of touch points that I've got to do, right?
23:40
So I have no doubt, I can do it.
23:43
I have no doubt I can do any one of those things, but it takes me away from the presentations
23:48
and the classes and the dedication that I have to this group.
23:52
I already give like a number of different presentations on any given week.
23:56
This week, as an example, I have four different presentations I'm giving on slightly various
24:02
topics, real estate groups.
24:04
And if I then add on presentations and conversations I need to have with builders and with financial
24:09
planners, I just don't have enough hours in the day, I already work hard.
24:13
Yeah.
24:14
And you dilute your focus, which is I think what you're realizing.
24:17
Yes.
24:18
No, that's great.
24:19
Because to your point there about if you add on, if you add on, it's like the old saying
24:23
is like, you know, saying no is, is oftentimes more powerful than saying yes, what you say
24:27
no to, right?
24:30
So it allows you to really kind of live in that space that you are energized by, which
24:35
maybe you're similar to me in the fact that you get energized by teaching classes.
24:39
I totally get jazzed up my T.C. classes and I love it.
24:42
I love, I don't love being in front of the camera per se.
24:47
I love having the opportunity to reach in and talk to so many more people at a time.
24:51
So I love the impact that video has.
24:54
I love the aspect of classes.
24:56
I mean, we'll do classroom settings anywhere from 20 to 60 ages in a room, depending on
25:04
the topic or depending on the time of the year.
25:07
I was able to give a presentation at Deemar, our local association of realtors to 400
25:14
agents.
25:15
And that was pretty, most people out and I was like so excited about it that I didn't
25:21
sleep at all the night before.
25:22
And it wasn't a fear, it was truly the excitement.
25:25
Are you always comfortable speaking to large groups?
25:27
No.
25:28
No.
25:29
You know, I've always talked to some level, but I'm a bike rider.
25:35
So it is absolutely time to saddle.
25:37
That's a solo sport, so that's a solo sport, isn't it?
25:41
It's totally solo sport.
25:42
But it's one where I can go really fast and nobody gets to my way.
25:47
There you go.
25:48
Yeah.
25:49
And this and me, I get to take it out of my bike.
25:52
I do, it's time to saddle, it's doing it and doing it again and doing it again, that
25:58
you get more comfortable and you're allowed to, and I even said, like if you went back
26:02
and looked at a video of me from four years ago, they're awful.
26:07
We've all got that, yeah.
26:10
No, but so there's a couple key lessons here is one of the things you said are about
26:15
the cameras.
26:16
You don't love the camera.
26:17
You don't love being on video.
26:19
And I think, first of all, thanks for being honest with that because I think most of
26:22
us don't.
26:23
Right?
26:24
I mean, it's a little bit awkward and we're a little bit self-conscious, but here's the trick
26:28
gang.
26:29
As you focus on, like you said, the impact in the reach or for me, it's like, I focus
26:32
on the message I'm trying to communicate and who I'm trying to impact on the other
26:36
end.
26:37
Right?
26:38
100%.
26:39
I've always visualized that person that I'm talking to and the other side of camera.
26:42
Yeah, and that gets you over the whole, hey, how do I look thing?
26:45
You're just like, I don't give a damn how I look because I'm here to just present a
26:47
message, man.
26:48
Right.
26:49
I get some later, like, all that was about a hair day, and I'm doing whatever I can't
26:54
change it now.
26:55
No, but the key is really February, I mean, I just did a class earlier today with realtors
26:58
was like 20 in the room.
26:59
It's like, hey, how many of you are on video, like two hands out of 20, you know, it's like,
27:03
we know they need to be on video, but they got all the BS getting in their way, you know?
27:07
Right.
27:08
Right.
27:09
Just need to get over it.
27:11
When did you realize that speaking into groups of agents was kind of a game changer
27:16
for you?
27:18
So it's, I've only been, well, I started my fourth year.
27:22
So we, it was probably by the second year I figured out that this was going to be our
27:28
niche.
27:29
The whole first year, I made a commitment that I was going to do it.
27:33
So I wasn't planning on it, I was planning on just having a little January, thank you
27:38
event.
27:39
I was talking to making it a bigger year-long event and committing, I committed.
27:44
And then when I commit, I'm done.
27:45
Like, I got it.
27:46
I put it on the calendar and it's going to happen.
27:49
And the first year was a struggle is, you know, how do you get the butts in seats?
27:52
How, what's the messaging that I'm putting out there?
27:55
Who am I attracting?
27:56
How do I find them?
27:57
How do I RSVP system them?
27:59
How do I feed them?
28:00
Everything, right?
28:01
And there's some trial and error to that.
28:04
But by the end of the first year, we kind of had figured it out.
28:06
And it was a lot of hardship to get there in a lot of hours to put butts in seats.
28:10
But once you figured it out and I started figuring out, then that almost then duplicated
28:15
what I got passionate about because I got to speak about it more often than before.
28:21
It really started to cement who I was inside that passion, right?
28:24
How do I express it?
28:27
And so the second year was when I started realizing, this is, this is our lane.
28:31
This is where we belong.
28:33
And did you see results, you know, quickly from the classes?
28:37
Yeah.
28:38
I mean, the volume takes care of itself, right?
28:40
That's, and we, I always tell everybody, it's not about, it's not about the number of
28:45
transactions.
28:46
It's not about the money.
28:47
It's about being able to lean in and the fact that people recognize that this is me, right?
28:54
Like this is the authentic people who's for better for worse, like, I'm not a jovial
28:59
and you're not going to see me as a comic and you're not going to see me making jokes
29:02
and you're not going to see me do a lot of things.
29:04
I don't like number.
29:05
I tend to be really excited and passionate about this one thing and I talk about it a lot.
29:11
But people know that by now.
29:12
They know I talk about my hands.
29:13
They know that I lean in and I get off and they get what I am, they know who I am at this
29:20
point.
29:21
Yeah.
29:22
You're just being real showing up as your authentic self, you know?
29:25
Yes.
29:26
All right.
29:27
So, you, and I love that we're talking about this because I don't know if you know this
29:30
or not, but I've been preaching and teaching classes for like 10 years and it's just interesting.
29:35
It seems to be L.O.
29:36
is our home.
29:37
It's coming around because, you know, of the market shifts and the, you know, the volume
29:43
of overall businesses down, now they're like, gee, I guess I better go back to like, you
29:46
know, marketing and sales 101 and getting front of people.
29:50
I notice you've evolved and I see a number of loan officers do this.
29:53
You evolved into the Agent Ignite program, right?
29:58
So Agent Ignite is the name I gave my class four years ago.
30:04
Okay.
30:05
I've been involved on its own.
30:08
People know that, you know, I'm sure there's an Agent Ignite anywhere else and it's not
30:13
an uncommon name tonight, but that was just a name that we loved the inspiration.
30:19
It was first realtor night.
30:23
I did that for probably seven.
30:25
Yeah.
30:26
I learned it later.
30:27
So I divided it for seven or eight months and I had the website and I was like, yeah,
30:32
realtor night.
30:33
I got the website.
30:34
I got all that stuff.
30:35
And then I got a call from North.
30:36
And I was like, well, yeah, I've had something like that happen to, where it's just like,
30:42
I was a trademark, you know, I was like, so how long do I have?
30:46
I'm going.
30:47
So, but, but I think what's really cool about this is, it goes back to what you said
30:51
earlier.
30:52
So you know, decide, know your lane, you know, I'm checking my notes and so you decided
30:56
you were going to use classes that's kind of like your platform, like if you think about
31:00
the book from Michael Hyatt, right?
31:02
And he talks about platform and in today's noisy world, how do you rise above the noise?
31:07
And I love the fact that you said you recognize what you're not good at.
31:09
We didn't touch into social media yet.
31:12
And I don't want to make any assumptions, but it seems to me like you're clear on your
31:15
lane, not that you're not on social because you are, but your lane is much more face-to-face
31:21
in front of groups.
31:22
Yes.
31:23
So we have a pretty strong social presence, I think.
31:27
We're on all the channels and we're talking about the events that we have.
31:31
We broadcast those a lot, not broadcast in live, but advertised for them.
31:36
We also do like daily postings on what's going on in the market.
31:40
If our postings are definitely more informational, they're definitely more, I'm on the Market
31:45
Trends Committee of our demore, which is our Denver Metro Association Roadsters.
31:52
And so we put out a 28-page, I'm plus or minusing a couple of pages, Market Trends Report
31:58
every month.
31:59
And it goes through all the stats of the market.
32:01
And I'm on that committee, take a big part of that, that's why I did a video that gets
32:06
a little bit more theoretical, and so I put that out every month.
32:09
And I do lean into the data because the data helps me be a better landowner, it helps
32:14
me be a better mortgage professional, it helps me be a better partner to my realtors.
32:21
So being the kind of data geek that I am, you'll see a lot of our postings are centered
32:26
around what demore saying, what nar saying, what's this month, we have a campaign going
32:31
on for National Women's History Month, right?
32:34
So we're talking about women and how far behind we are.
32:38
You look at the numbers on our consumer choices and we're 91%, 86%, you look at all these
32:45
numbers of our involvement and all these consumer purchases.
32:48
We put the word investment in front of housing and all of a sudden it drops to 25% of women
32:55
are involved in investment, real estate, you talk about a regular real estate purchase
33:00
in the numbers is like 91%.
33:03
So those are the kinds of things that you're going to see on our social media to circle
33:07
back to that, not regretfully or not regretfully, my kids and the dogs and the pictures of houses.
33:16
It's not, I need to start to be more authentic and be, you know, some of that personal side
33:20
on social, but I tend to just lean into the day because I love it so much.
33:25
You know who you're reminding me so you're a road biker, do you know the realtor Nicknick,
33:30
Nicole Nicolay?
33:31
I don't.
33:32
If not, I'll send you a link to her, but she's a realtor up in the Bay area of California
33:38
and she's a big time triathlon gal and she would have a lot in common.
33:44
And she does a lot of, you know, like pictures of her on her bike or she's competing or
33:48
she's like busting her ass for a workout or whatever, she's like, you know, sharing all
33:52
that up.
33:53
Oh, that's fantastic.
33:54
Yeah.
33:55
And I used to do that more because I was an adventure race competitor.
33:58
Right.
33:59
So I loved that.
34:00
Um, I want to race like like, um, like what, tough mudder or, uh, yeah, a lot of fun.
34:08
Yeah.
34:09
I've been wanting to sign up for, um, what's the other one, the ninja, not the ninja,
34:14
the Spartan.
34:15
Oh, the Spartan.
34:16
Yes.
34:17
Have you done that?
34:18
I have.
34:19
I've done those two.
34:20
And we did at the height of the game.
34:21
Okay.
34:22
This is back when I was, was I 30?
34:24
No.
34:25
I was not 40 when I was 40.
34:26
I did, um, a six day adventure race in Utah.
34:30
So that was the primal quest.
34:32
That was a big thing.
34:33
It's even on TV.
34:34
Um, so I, it was a lot of fun.
34:37
Yeah.
34:38
Six days.
34:39
Yeah.
34:40
That's, that's a long stretch.
34:41
Oh.
34:42
Um, okay.
34:43
So what, back to the whole classes thing.
34:45
I mean, the, here's what's great, right?
34:46
Back to the like, you just, you just made a decision.
34:48
You're going all in.
34:49
You're in your lane.
34:50
Even we're so committed to it.
34:51
You gave it a name instead of like, I think I'm going to mess around with classes or
34:54
whatever.
34:55
Do you do, um, any CE classes?
34:58
I do.
34:59
So there's a handful of my classes that I, I see, I don't do that as a staple.
35:04
Um, I'd say that there's a handful like renovation loans and, and, you know, mortgage 101 and, uh,
35:10
what do I do?
35:11
We're at the Burr, verse mortgage.
35:13
We put a CE down that one.
35:14
So there's a handful of my deal.
35:16
Yeah, but it's not like, you know, your, see, here's the thing.
35:19
I hear a lot of L.O.s.
35:20
They're like, you know, I have to do a CE class.
35:22
And I'm like, why?
35:23
No, you don't.
35:24
You do a ton of classes that aren't CE classes.
35:27
No, I do.
35:28
Most of my classes are not CE classes, but it's about content.
35:31
It's about, is it relevant to the problems that they're facing today?
35:35
Am I giving them something that's, and sometimes it's completely out of the box.
35:39
Sometimes it doesn't have any in doing real estate, but it might just give them a different idea.
35:44
It might give them a different vantage point to get them outside of their typical
35:48
triant thought.
35:50
So I try to be relevant, helpful business propelling, and sometimes it's just motivational.
35:56
Well, exactly.
35:57
It's like you said, it's like you're trying to deliver value.
35:59
You're pouring into them.
36:00
And here's what I often say is that, look, what they struggle with as a realtor
36:03
is often the same issues we struggle with, right?
36:06
How to manage your business, marketing, branding, social media, all that kind of stuff.
36:09
It's like, so I'm sure by you taking ownership of educating and teaching,
36:14
that's partly how you learn, right?
36:17
Oh, 100%.
36:19
Doing these, I would say now, like, because I'm always reading every morning,
36:23
I'm reading articles, I'm listening to podcasts, but a lot of my learning comes
36:27
from having to put these presentations together.
36:29
If I'm going to put together 45 minute presentation on the current market trends
36:33
or buying your first investment or branding, I've got to figure out what that
36:39
whole topic concept is and then condense it into a 40 minute conversation.
36:44
So it takes, I probably put three, four hours into every 40 minute presentation.
36:49
I do it on myself.
36:50
I create all the slides.
36:51
I create all the data.
36:53
I can't let somebody else own that.
36:54
That's mine.
36:56
There you go.
36:57
Can't let somebody own it.
36:58
Yeah, I put about 20 hours into mine.
37:00
So I want to know your secret.
37:03
Anyway, speaking of different topics, we have to give a shout out here,
37:07
because on March 21st, you are bringing in somebody who's been a big part of,
37:10
I think your journey and your growth.
37:12
And that is, I'm just get back to my camera here to make sure Bill's book comes in view.
37:18
Speaking of pouring in in that value, Bill Hart, if you're listening to this,
37:21
Bill was on the podcast last year, white collar warrior, great book.
37:24
If anybody's listening, if you haven't got it yet, white collar warrior on Amazon,
37:27
Bill Hart, or go to, I think it's white collar, white collar warrior book.com.
37:32
Hopefully I'm getting that right.
37:33
But tell us why you're bringing Bill Hart in.
37:37
He's one, right?
37:39
He's amazing guy.
37:40
Two is he's been a huge part of the growth that I've seen.
37:46
I have, I do incredible coaches and I have to give a shout out to Sarah Melton,
37:51
who is a champion for fairy mortgage.
37:53
I mean, really, she's been instrumental in its growth over the last five years
37:57
and she introduced me in fairway mortgage.
37:59
Sarah Melton and then Bill Hart have coached me for the last four years.
38:04
And they totally have perspectives, one inside fairway, one outside fairway.
38:09
And Bill has offered a perspective of that lane, right?
38:16
From all the people that he talks to, it's that feedback loop on what it is.
38:20
And I'm doing how I can continue to tighten it up to really laser focus, where I'm going.
38:28
Because again, it's that being able to say no to everything else makes this lane really sweet.
38:32
And so he's kept me on the lane.
38:34
He's continuously pushed me towards bigger numbers.
38:37
He's, he's championed and celebrated the wins with me.
38:41
So it's been really phenomenal.
38:43
And now he's got his own podcast, right, called all in.
38:46
Yeah.
38:47
And so we're talking at this agent at night, we're talking about branding.
38:51
We're talking about that micro level.
38:53
How do you separate yourself from, from the Zillows, from the open doors?
38:58
Lenders are, we're right there too.
39:00
Like we've been fighting quick in for years.
39:02
Like this is not new to us.
39:04
So for us to go, hey, this, this big brother is coming in from the side door.
39:10
So how do we do that together?
39:12
How do we differentiate?
39:12
How would we brand ourselves to, to not play their game?
39:16
But to play our game, right?
39:18
Because they can't, I can't play there's, they can't play my game.
39:21
Like I'm really good at my game and it's not one that they can play.
39:23
So, uh, so he's coming in and then he's going to take that one step further
39:28
and go, how are you all in?
39:30
Like, so okay, you decided your lane, you figured out your branding.
39:34
How do you multiply that, right?
39:35
So how do you multiply the success by being all in?
39:39
So in the, in the remaining minutes we have, you did talk about the Zillow thing.
39:43
What is your game?
39:43
What do you mean, how, how you can't play quick under Zillow's game
39:46
and they're not, they can't play your game?
39:48
Well, I don't have the money behind the technology, right?
39:52
That's not my game.
39:53
They have, they've done what they've done.
39:56
If I think of the Zillow, Zillow and quick, and I'll just take those, right?
39:59
The, the two biggest pie competitors in the real estate world, real estate and lending.
40:04
They created their own niche.
40:07
People go to them to research, to find the data, to, to do that legwork.
40:14
But that's, that's their game and they've got all those people that are coming on the internet,
40:18
people surfing on the internet, although I look at, and I work on SEO,
40:23
they might not find me because quick and, and they're going to pop up.
40:26
But, but my game is relational, right?
40:29
My game is down here, boots on the ground.
40:31
My game is, I know the Denver market.
40:34
I'm not trying to even play the game in Salt Lake City or, or Los Angeles, right?
40:39
I'm playing the game here because my 23 doors are here.
40:42
My market knowledge is here.
40:44
My kids are here.
40:45
I just helped my 20 year old by his first house last spring.
40:49
So how, my game, I know this game.
40:53
Quick and can't play this one.
40:55
They don't have boots on the ground and they can't compete at the level that I'm competing
41:00
in the way I'm competing with the classes, with the video, with the content.
41:05
Well, no, that's 100%.
41:07
Thank you.
41:08
Right on there.
41:10
And I was going to ask you earlier about like some of the things you may do differently
41:14
in your, your customer process, like, you know, from your first conversation and stuff.
41:18
I mean, I know you lead with transparency and education.
41:20
So, let me ask it this way, I mean, I'm just kind of getting a sense of who you are.
41:25
I know the answer is like, yes, I'm intentional about, right?
41:27
The first words out of my mouth on it, I know, but, but here's the thing, right?
41:32
You've seen L.O.'s, I see L.O.'s all the time where they aren't aware or conscious
41:37
or not being intentional about differentiating that borrower experience.
41:42
Therefore, they're going to lose to somebody like a quick and a Zellow or a grade.
41:47
If you're transactional, so is quick and a Zellow.
41:49
So, I mean, that's your plan, their game.
41:52
Mm-hmm.
41:53
So, how do you get relational through your question and answer process when you're taking a 10.03
41:58
through some of the like, you know, Ritz Carlton level service you deliver or what?
42:02
So, we do, we are intentional about getting to know each client's goals, right?
42:11
And that's just my link, right?
42:13
Anybody else can do differently.
42:14
They can come in and learn about the kids and the dogs and the family and the lifestyle
42:19
and all these other things.
42:20
Or they could, I know a couple of people right off the top of my head that have kind of
42:24
this more structured wealth building type of a spreadsheet that they go over a plant.
42:31
We talk about building wealth.
42:33
We talk about, okay, so is this your only house or is this your first house?
42:37
Like, where are we going from here?
42:39
Because it changes the loan options I present to you.
42:43
Mm-hmm.
42:44
So, it's about being that champion for them long term.
42:49
It's about building that relationship, not just for this home, but for the next five.
42:54
Are you taking a lot of, starting in a rep, but are you taking a lot of the, you know,
42:57
the incoming first calls when you get a referral from a realtor or whatever?
43:00
Personally?
43:01
Yeah.
43:02
Personally.
43:03
Okay.
43:04
I take, I don't take all of them.
43:06
I do take a number of them, especially if they're looking to invest.
43:09
Okay.
43:10
I'll have those initial conversations and then I'll have one of my production partners work
43:14
with those clients going forward because we talk about the fact that we, it wouldn't
43:19
be fair for me to be that person that liaison for each borrower because I'm just not in
43:25
the office as much as they are.
43:27
They're in the office all the time, so for them to be the liaison through the whole process
43:31
gives them a step up in customer service.
43:34
Okay.
43:35
So, I can lean into them, find the solution, help them out, and then they'll take it over
43:39
for them.
43:40
Got it.
43:41
Okay.
43:42
What are you doing differently as we enter 2019, maybe that you haven't done before?
43:47
So, we are continuing to look at additional education opportunities, so what can we do
43:54
to meet our clients where the need is?
43:57
We know, I know that there's this whole conversation around the recession and what's going to happen
44:04
and is it going to be a bust and you know, we saw it, right?
44:07
I mean, December 4th quarter was, was awful.
44:11
First quarter started out slow.
44:13
January, actually, backwards was negative, and baby worries is, you know, cattle pluring
44:19
across the ground.
44:20
It's like inchworming, but where it's slowly building, you can feel it, like it's building
44:25
the momentum.
44:26
So, you have to lean into your buyers and sellers because they're getting their news from
44:31
national news and from clickbait, if you will, that those headlines that you can't even
44:36
read the article because you don't have a subscription.
44:39
Right.
44:41
So, of course, they work those headlines so well, and so it's our job to kind of continue
44:49
to lean in and help them understand that the data supports the strength of not only the
44:55
economy, but the housing market, and so what we're doing in 2019 is really leaning into
45:01
that.
45:02
How can we continue to get that messaging out?
45:04
Like we did some stuff at the end of 2018 around that and created kind of a different, some
45:10
different video content that we're doing around the market trends, and we created additional
45:15
pages on our website and outlets for getting that messaging out there, and now we're looking
45:21
to continue that in 2019.
45:23
So, if I heard you correctly, then you are using data to support buying a house or invest
45:29
up 100%.
45:31
It is, I can support the opportunities in housing six different ways.
45:37
I am a math geek.
45:38
I mean, I graduated with an accounting and finance major.
45:41
I love the numbers and the numbers have the benefit of not lying.
45:46
Like, they are what they are, and they work for you or they don't.
45:50
100%.
45:51
And I, you know, whether you're using mortgage codes or some tool like that out there,
45:56
that it's, you know, keep in mind, like you said earlier, I think it was, you know, referring
45:59
to the fact that we've got this, this perception to overcome.
46:02
And it's one thing to say, hey, now is a great time to buy versus to present, well, here's
46:07
what the data is saying about why is it now a good time to buy.
46:10
Right.
46:11
Yeah.
46:12
And that just helps you obviously look more as a professional.
46:13
It builds trust and all that stuff.
46:16
So right on.
46:17
Lastly, I want to close out real quickly with video.
46:20
Your YouTube channel is just like amazing.
46:22
You've got, if I'm correct, over 100 videos on your Realtor Education playlist.
46:29
Let's see, playlist has over 100 videos in your Realtor.
46:32
So do you have two different playlists, Realtor Education, and then a different one?
46:35
We have a list of playlists.
46:37
So we have content.
46:39
We cycle through concepts, right?
46:42
So we might have helping your children buy a home, helping your elderly parents move,
46:47
you know, next year, what's the relationship with like women's month?
46:50
We've got a playlist for that.
46:51
And then we stick the ones that are relevant to realtors and realtors and then mortgage
46:54
education.
46:56
I don't even know.
46:57
12 playlists probably.
46:59
But you've got over 250 videos.
47:01
Yes.
47:02
Wow.
47:03
What's real quickly?
47:04
How do you structure schedule those, you're kind of like your filming schedule?
47:09
So we have themes.
47:11
And so I'll record theme videos at the beginning of the month so that we can schedule those
47:17
out during the month.
47:18
And then we have, you know, like breaking news type videos.
47:22
You know, the Federal Reserve Board just meant this is what they did or Zillow just broke
47:26
into the Denver market.
47:28
So we'll have those.
47:30
And then every once in a while, we'll have, you know, like we have a couple of kind of
47:35
appreciation events.
47:36
So we might have a video around that that we just kind of throw up there real quick or invites
47:40
to our events go up there as well.
47:43
So it's a myriad.
47:45
Like some of them are very scheduled.
47:47
And then some of them are just based on ad hoc when the news comes out.
47:52
Yeah.
47:53
Well, I mean, your realtor education playlist itself got 122.
47:56
The agent ignites got 110 mortgage education.
47:59
It's got 120.
48:00
Yeah.
48:01
You're racking up some serious videos.
48:03
Do you, by the way, I'm curious, has, has what's been kind of like the, you know, the
48:08
ripple effect of everything you're doing education and video wise?
48:11
Is that the ripple and really the goal?
48:15
So I was trying to make what is the ripple effect of?
48:16
I mean, it's hard to separate out to say, well, this did that and it's like, it's a
48:20
greater role.
48:21
Do you see it feel a greater sense of like, Hey, Nicole, I've seen your videos or hey,
48:24
you're the, you know what I'm saying?
48:25
That kind of bubbles up.
48:26
Yes.
48:27
And we do.
48:28
A lot of people say that or they'll say, Hey, I forwarded that video on to my clients
48:32
or it gives them access to content that is it.
48:37
It's like, you know, it's like having a kid and having a best friend tell your kid something
48:41
versus you telling them something, something works out better.
48:45
Or somebody else's third party expert.
48:48
So it's, it's that it's being able to give the realtor something that they can pass
48:51
on.
48:52
And a lot of our realtors in the Denver market know our name.
48:56
So it knows us when we put in an offer, they're like, Oh, Nicole Ruth, we, you know, it's
49:03
just, it helps with getting the image out there, getting the branding out there, getting
49:07
your name out there, which ultimately the only reason I'm doing that is to help my clients,
49:11
help more clients build that well through real estate and be an advocate for them and their
49:18
kids, right?
49:19
You're building multi generation well.
49:21
I imagine you've helped the number of your realtors get started with their own investment
49:24
plan.
49:25
I have.
49:26
Yeah.
49:27
That's, that's a good feeling.
49:28
That's awesome.
49:29
That's fantastic.
49:30
All right.
49:31
So we are out of time because you're crazy busy and I'm going to go pick up my son from
49:34
school.
49:35
Yes.
49:36
I'm going to be there soon.
49:39
Don't worry.
49:40
No, but I greatly appreciate you making time for being here today.
49:43
Thank you for sharing your story and I think it's inspiring for anybody who, you know, wants
49:47
some help in getting clear, making a decision on what's your lane, go all in, right?
49:53
And just be your authentic self.
49:55
Right.
49:56
Awesome.
49:57
If anybody wants to reach out to you, what's the best place for them to find you?
50:00
Well, our website's got all my contact all over it.
50:03
I give my cell phone out to everybody.
50:05
You do?
50:06
Yeah.
50:07
I do.
50:08
I have no boundaries.
50:09
All right.
50:11
If somebody wants to call me, they can.
50:13
It's a 30388-2300 or you can check out our website.
50:17
It's theroutine.com.
50:18
Right.
50:19
And we're going to put links to all that in the show notes, everything else we talked about,
50:22
Bill Hart's book, all that fun stuff.
50:23
So the call can't thank you enough and hopefully I get to cross paths with you sometime at an
50:27
event or when I'm in Denver or whatever.
50:29
Absolutely.
50:30
Would you love it?
50:31
It's a pleasure.
50:32
All right.
50:33
You take care.
50:34
All right.
50:35
Have a great day.
50:36
Bye.
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