Latest / Mortgage Marketing Radio / Ep# 59: How to Create Simple Videos that Capture More Agents and Convert More Clients

Transcript

Ep# 59: How to Create Simple Videos that Capture More Agents and Convert More Clients · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  the real estate agents is essential for success.
• 0:06
  However, finding effective ways to secure agent relationships can be a challenge.
• 0:11
  With so many mortgage loan originators vying for the attention of real estate agents, it
• 0:15
  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
• 0:34
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  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.
• 1:17
  Hey listeners, it's Jeff Zimper, welcome to this week's episode of mortgage marketing
• 1:38
  radio.
• 1:39
  Hope you are having a great week, a great day whenever you're checking in on this.
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  So my special guest this week, I can't wait to introduce you to him, we're talking
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  all about video and how to integrate video into your overall realtor experience and your
• 1:53
  former experience.
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  But before we do that, in case you haven't heard, we recently reopened enrollment into
• 2:00
  a very popular program called Get Powerful Presentations.
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  So let me ask you a question.
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  Here we are approaching the end of 2017.
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  When you're listening to this, it's probably the end of October.
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  Where are you at with your realtor relationships?
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  Do you have the right agents on the bus?
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  Do you need more agents on your bus?
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  Do you need a better process, a better system for attracting, capturing and converting the
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  right agents to referral partners?
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  If you're following the old traditional methods of cold calling door knocking, begging, chasing,
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  buying, sharing leads, paying for leads, which more often than not, doesn't lead to profitable
• 2:31
  partnerships and you really want to position yourself unique and different in the marketplace.
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  How are you doing that?
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  Well, may I suggest you go check out GetPowerfulPresentations.com.
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  What is that?
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  It is your done-for-you-turn-key agent-class system.
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  The biggest challenge I think most law officers have in teaching agent classes is one, they
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  don't know what to present.
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  They have typically the mortgage financing 101-203K programs, the condo programs, which all
• 2:59
  have their place, but if that's all you've got, right, that's a pretty, pretty weak bench
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  and agents don't get as excited about that kind of content as they do content that deals
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  with problems they're having and their business, right?
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  What do they want to learn?
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  They want to learn how to be more successful as a real estate agent.
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  They want to learn social media, marketing, digital marketing, apps and tools and tech that's
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  going to help them in the business, how to get more engagement online, how to get started
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  with video and things like that.
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  So that's where GetPowerfulPresentations comes in.
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  As a matter of fact, if you want to hear a recent story of one of our students who came
• 3:34
  through GetPowerfulPresentations, you can listen to podcast episode number 57, where
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  Brandt's store who's up in Washington State hosted his very first class.
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  He followed the system in GetPowerfulPresentations and now he'll get this, okay?
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  He got two loans and made $6,000 in commissions from teaching his very first class.
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  From an agent who didn't even show at his class.
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  He had no relationship with his agent before, but because he followed up, because he was
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  professional and the agent was apologetic that she missed the class.
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  He was still able to set a meeting with her and get together and share some of the content
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  from what she missed.
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  And she thought that that was so awesome and valuable.
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  She felt all of a sudden reciprocated, compelled to want to give back.
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  And that's an amazing thing what happens when you show up as a go-giver versus a go-taker.
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  When all you're looking to do is add value, amazing things start to happen.
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  Things get accelerated.
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  Trust is built, right?
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  Relationships are forged.
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  And that's exactly what happens when you get engaged in teaching agent classes.
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  Now, there's resources, there's ways for you to go out there teaching agent classes,
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  CE credits and all that kind of stuff.
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  But if you're looking for a quick turnkey done for you package that you can simply plug
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  and play, then go check out GetPowerfulPresentations.com.
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  It's exactly what Brand did.
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  It's exactly what other loan officers are doing across the country.
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  You'll read their stories on the website and we'll also provide for you in GetPowerful
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  Presentations everything you need to be successful.
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  From planning your presentation, the tools and resources to use, to promoting,
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  that how do you deliver a powerful presentation, most importantly follow up.
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  But that's not where we end, right?
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  We also deliver for you three done for you PowerPoint slide decks, scripts, helper videos,
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  to walk you through presenting your presentations, right?
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  So if you imagine what it cost you to have three different done for you turnkey professional
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  presentations done for you, it would cost you well over a thousand dollars.
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  I've done that for you and I packaged up three of them.
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  And the topics include, for example, getting started with video marketing or millennial
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  marketing for real estate and more.
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  So if you want to check that out, go check it out.
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  We include some hot seat interviews, some shareable ebooks and checklists that you can share
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  with agents and updates to the content for life.
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  You're going to get started with three turnkey done for you PowerPoint presentations,
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  templates, videos of me narrating the class, speaker notes, handouts and more.
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  Go check it out at GetPowerfulPresentations.com.
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  It's only open for limited time.
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  We're going to shut that down as we reach the end of the month here.
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  So now's the time to get going, get in front of law of large numbers, more agents, right?
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  And close out 2017 strong and enter 2018 with a good tailwind at your back on some momentum.
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  All right.
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  So back into our show this week, Michael Regan, up in the Bay Area of Petaluma, California.
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  Michael for 2017 is tracking over 60 million over 100 units.
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  And when I saw him speak on stage at the Top Duck and Sales Mastery event, literally
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  took two pages of notes in the short session that he had.
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  He does so many interesting, cool, leveraged things with video, a couple quick examples
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  that you'll hear on the interview.
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  One is he has, how would you like to create a predictable referral process when an agent
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  refers you to a potential buyer?
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  Usually that can often be a broken process.
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  They don't necessarily have the right language, then maybe they do the three card thing.
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  I don't know.
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  But here's the thing.
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  You have an opportunity to add tremendous value to the agents when they refer you.
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  You'll hear Michael unpack how he does this with creating a video for each specific core
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  realtor that he works with.
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  So this would look and sound like, well, you'll hear Michael talk about it, right?
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  But imagine a video where the agent simply can send an email with a link to your video
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  that edifies that the client has made a smart choice in choosing the realtor who's
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  referring you.
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  So a couple of comments on, hey, I'm so glad that you've chosen Michael Jones as your
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  realtor.
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  He's one of the best realtor in town.
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  He's a member of this and that and it's definitely professional and so forth.
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  So imagine how the realtor feels the fact that this video is coming to their client, that
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  they're referring to you.
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  And the first thing you're doing in the video is you're selling the value and congratulating
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  him on picking that agent, agents love that.
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  Now will every agent go for that?
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  Probably not.
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  But we're talking about going deep for going wide.
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  This is what Michael and I unpack and in other videos you'll hear that Michael uses in
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  this process.
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  How about in all the various milestone stages in your own process, right?
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  From hey, we just completed your application here is what you can expect next.
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  Here's things not to do.
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  Don't change job.
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  Don't buy a car, right?
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  Things like that.
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  So what's cool is Michael's got this all kind of built out and architected out.
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  So he creates this five star borrower experience and a five star realtor experience.
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  And that's what separates you from the price shoppers.
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  And that's what's going to keep you successful and relevant as technology continues to expand.
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  So check that out.
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  I'm a share of links in the show notes to Michael's videos that he's got on YouTube and other
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  places.
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  And then of course what's interesting is Michael and I go kind of deep on how do you actually
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  identify which agents you're going to go deep with and those that you aren't.
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  Now I told you Michael's business for 2017 over 40 or 60 million and over 100 units, 80
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  percent of that comes from just seven agents.
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  And so you'll hear exactly how Michael identifies the right agents to work with the process
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  he goes through and what that whole relationship that trust building process looks like on a
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  day-to-day week to week to month and month basis, how he adds value to real estate agents
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  and how he's able to just work with only seven core agents and yet generate over 80 percent
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  of just $60 million and 100 plus units in volume.
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  So with that said, I hope you enjoyed this week's episode.
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  Let's get into the show.
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  Hey Michael, welcome to the show.
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  Thank you very much Jeff.
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  I appreciate it.
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  Thanks for having me.
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  You bet.
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  And I know we both got Friday hats going on.
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  So it's kind of casual Friday.
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  I love it.
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  Appreciate you making time.
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  So listen, here's the back story for those that don't know.
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  I was recently at the sales mass re-event, Todd Duncan, and saw you get up there and talk
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  about video and what you're doing with video and I was blown away because I'm a big proponent
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  of video and I'm always pinked in, if you will, pinked in video, but a lot of officers
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  are reluctant to do it.
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  And I'm curious if you had that reluctance and what got you over that?
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  Well, so no, not I didn't have that reluctance because I don't, I guess at the base I don't
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  really care.
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  It's one of those things where it's just like you are what you are, right?
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  You go out like right now.
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  I go out to the, you know, drop my kids off that kind of stuff and people see me as I
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  am.
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  So if they like me, they like me, if they don't, they don't, it is what it is.
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  So that stuff doesn't worry me.
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  It's more of, can I help someone?
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  Can I get my message out and can I make it more efficient and really make the experience
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  different?
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  That's really what I'm focused on.
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  Not the other thing.
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  I don't get worried about that.
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  So for me, it was not a big deal.
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  Yeah, because the common thing I hear and I'm sure you for this, I don't like how I
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  look on video.
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  Yeah, and I don't know many people that do.
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  I mean, and especially like we're not wearing makeup, you know, you see these movie stars
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  and they, yeah, and they've got, you know, tons of makeup on and all that kind of stuff.
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  So of course, you're going to look perfect.
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  But I mean, realistically, you know, people see what you are and we're dealing with the
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  community, right?
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  We're not on the movie screen.
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  We're seeing people out.
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  So a lot of the people we're talking to probably know us or they've seen us before.
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  So it's not something to get worried about.
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  Well, the other thing too, which is I like about like how you and I look today.
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  Like you said, it's like this is who we are, right?
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  I mean, people, they're not, they're expecting that, right?
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  They're not expecting.
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  Well, let me say this and we'll get to your like promo video.
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  But there's a time in a place to be polished and professional.
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  Totally.
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  But if we're just talking about one to one communication and just like being authentic
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  and in the moment, you know, that's what people are okay with, you know, no, and that's
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  the thing is my leak guys always give me a hard time because like where we were in
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  Puntamite for one of our retreats and the whole week, I'm in short to flip flops behind
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  shirt.
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  And so when some of them saw me in my suit, they're like, wait, I almost didn't recognize
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  you, you know, that kind of thing.
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  But there is a time, you know, when I'm out in the community at certain events and I'll
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  volunteer, I'm going to be in my shorts and my flip flops, right?
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  I'm out there for a cause.
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  I'm not out there to sell myself.
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  I'm nothing.
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  I'm there because I'm passionate about what I'm doing.
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  But if I'm meeting with a client or I'm doing broker tour, I'm meeting with an agent,
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  you better, you're right.
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  I'm in my suit.
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  I'm dressed up.
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  And if I'm doing a professional video, you know, for a client, I'm going to be in my
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  proper attire.
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  But, you know, something else, you know, if I'm just volunteering, that kind of stuff,
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  doing something like that, then just be who you are.
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  So you've been an originator for how long?
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  So I started in a wonderful time in July of 2006, just as the market was starting to crash.
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  It was awesome.
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  And my wife got me into business, so yeah.
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  Wow.
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  Okay.
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  So you've been, you know, made it through.
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  Why did you start using video?
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  Realistically, so my degree is actually in radio and television.
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  And I was an anchor reporter for an NBC affiliate right out of college.
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  That's what I did.
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  Yeah, no, I love doing that.
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  And it was one of those things that when my dad got sick at the time, they didn't know
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  I was wronged them.
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  And so I actually moved back from where I was, moved back to the Bay Area to be with them
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  because I'm the only child.
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  So I took care of my dad.
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  When he got better, it was like, well, I'd already resigned from my position because obviously
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  I needed to take care of my family.
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  That's always come first.
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  But it was one of those things.
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  Well, do I go back to a small market and started again?
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  And at that time, I met my now wife Patricia and she said, you know what?
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  Just give loans a try because she had been a processor and just started getting into
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  her originating then.
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  She said, you know, just try out loans.
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  Give it a try and see how it goes and, you know, if you don't like this, you know, do
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  what you do.
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  But, well, I'm here, you know, all this time later.
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  So yeah, it worked out pretty well.
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  It's weird.
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  You know, they say it's like once you get in the mortgage business, it's hard to get out,
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  you know.
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  Super hard.
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  Super hard.
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  Absolutely.
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  Especially once you have kids really hard.
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  Yeah.
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  And if you enjoy serving people, right?
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  Totally.
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  Yeah.
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  Totally.
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  Because it's a great opportunity to serve people in so many ways.
• 13:18
  Oh, yeah.
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  No, I mean, you get to make a difference in people's lives and then you also get to have
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  to do so much good because most people, if they work nine to five out of town and then
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  they come back home, they're tired, they don't really have much to do with their community.
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  They don't get to know people.
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  But with my job, I'm in the community all the time.
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  So I know what's going on.
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  I know the people.
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  I know how I can help.
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  I can actually help.
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  It's amazing.
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  Yeah.
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  Absolutely.
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  Yeah.
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  All right.
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  So when did you start doing video?
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  How long ago?
• 13:43
  Oh, that's a good question.
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  I want to say like 2011, 2012, because I use a flip cam.
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  Oh, flip.
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  Yeah.
• 13:47
  Uh huh.
• 13:48
  Yeah.
• 13:49
  No, I started using it.
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  Pioneer.
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  I just started.
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  I was like, well, my base is, how can I give information out?
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  People would send out these mailers and these auto things, emails and all that stuff.
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  And it just people got inundated with them and didn't care about them.
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  They didn't read them.
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  So the impact was nothing.
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  So I said, how can I be different and do something that I already know?
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  And so then I said, you know what?
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  I'm going to try out the flip cam.
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  And I initially actually started using video by doing video tours for my core group of
• 14:15
  agents.
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  So they would get a house and I'm like, hey, why don't we just shoot a video tour?
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  And so I started doing that.
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  And then I said, well, why don't I do it for myself and start doing updates and giving
• 14:25
  my agents once a week an update of kind of what's going on the market?
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  I'm not just with rates, but just overall home sales, pending home sales, you know, things
• 14:31
  that are impacting the market.
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  Why don't I do that once a week?
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  So I would get up.
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  I got a tripod, a wireless lab, a layer mic, you know, the flip cam.
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  And I would just shoot a weekly video.
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  It took me forever to do believe me, because yeah, I was standing up in my suit.
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  You know, I didn't have a green screen, so I was doing that kind of stuff.
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  But I did that as a weekly update.
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  So that's where it all started and then it just evolved from there.
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  And where did you share that video?
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  Was this online back in the day?
• 14:58
  Yeah, YouTube.
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  I mean, well, we're still posted on YouTube.
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  Yeah, just on YouTube and I would send out, you know, here's the weekly update.
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  And I started getting traction from there because no one else was doing it.
• 15:07
  And I'm in an area where, you know, where a small market, I mean, pedal almost 60,000
• 15:11
  people.
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  You have two really big originators in this market.
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  And it was one of those things where I needed to do my passion.
• 15:20
  And I found that my passion made me so different.
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  And so my business was grown even though there's another nationally, you know, known person
• 15:27
  in town in a small area, my business kept growing.
• 15:30
  You're talking about who I think you're talking about.
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  I don't need to name names as an awesome guy, but I'm just saying he's in my town, right?
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  And so most people, when they see me, they're like, wait, pedal almost got 60,000 people
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  and you've got two kind of, you know, up their originators.
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  I mean, granted, he's in another stratosphere, but I'm just saying, the point is is that
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  that I, my passion made me so different and people got that and that's how I was able
• 15:52
  to grow my business.
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  And there's a lot more to it than that, but the video really was my passion.
• 15:57
  And that's why I instituted my business.
• 15:58
  So yeah.
• 15:59
  Okay.
• 16:00
  So let me break it down.
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  What are you using for video right now?
• 16:02
  How do you, how do you record your videos and what does that look like in an average week
• 16:05
  for you?
• 16:06
  Yeah.
• 16:07
  So totally.
• 16:08
  So I do two different things.
• 16:09
  So my weekly updates now are done totally different.
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  I use screen capture.
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  I use like Camtasia and I'll just do a screen capture.
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  And now I do a weekly update where I'll go over, you know, again, same kind of concept
• 16:19
  where what's going on the market, what's causing, um, you know, existing home sales,
• 16:23
  pending home sales.
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  What are you showing when you do that?
• 16:25
  Graphs.
• 16:26
  So I use graphs.
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  I actually get graphs of like the job from from KCM or KCM because I subscribe to KCM.
• 16:33
  I also subscribe to MBS Highway, right?
• 16:35
  Right.
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  Very heavy.
• 16:38
  So I get a lot of my graph charts, information from there.
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  And so I just go over it.
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  I mean, I'm literally, I have my presentation put together and I go over and that way it
• 16:45
  was doable because when I was filming them, like a person, you know, stand up shots,
• 16:50
  all that.
• 16:51
  It had to be during the right time.
• 16:52
  I had to write the scripts, um, you know, there was a lot more to it, a lot more editing.
• 16:56
  When I do the screen capture literally Monday morning after I get back, that's the one
• 16:59
  thing I guess I do work on on the Mondays, but when I drop my kids off at school, I get
• 17:03
  back.
• 17:04
  I do my presentation.
• 17:05
  So I go over what the market is doing, all that stuff, and it takes me about five minutes.
• 17:09
  And then it's really simple, cut the ending beginning, posted on YouTube and then send
• 17:13
  it out to my core group of, you know, my referral partners, um, so that whole process takes
• 17:17
  about 30 minutes.
• 17:18
  So that's one thing I do every single week.
• 17:20
  Okay.
• 17:21
  Um, so that doesn't stop unless there's, you know, like we had the crazy fires last week.
• 17:24
  Yeah.
• 17:25
  I wasn't shooting a video that week for obvious reasons.
• 17:27
  Yeah.
• 17:28
  Um, and then the week I was a sales master, I didn't either.
• 17:30
  But generally, I'm really consistent on those videos updates every week.
• 17:33
  So that's, that's one thing.
• 17:35
  So screen capture.
• 17:36
  Okay.
• 17:37
  The other one I'll do is then I'll just use my phone, right?
• 17:39
  Use my iPhone.
• 17:40
  Put it on a tripod.
• 17:41
  Right now.
• 17:42
  Right now.
• 17:43
  Yeah.
• 17:44
  Yeah.
• 17:45
  Right now.
• 17:46
  So I'll put it on my iPhone on a tripod, wireless, lab, a little mic, and then go and
• 17:48
  record.
• 17:49
  Um, and I'll record whatever I need to say or do edit it and then send it out.
• 17:53
  So I don't typically have a particular topic or, yeah, it depends.
• 17:56
  It's, it's one of those things like, um, uh, so you saw sales mastery, the, uh, what
• 18:01
  I called the big head video, kind of probably what it looks like now.
• 18:03
  Um, that one was shot strictly on my iPhone with my wireless, I sat down on the office
• 18:07
  wrote the script, really shot it done.
• 18:09
  Yeah.
• 18:10
  That was that was that was the milestone.
• 18:11
  Like, here's your praise, though, here's no, that was what I'm not to do.
• 18:14
  Yeah, yeah, yeah.
• 18:15
  Yeah.
• 18:16
  Yeah.
• 18:17
  But that was the thing with the agent.
• 18:18
  They're a cross cell agent video.
• 18:19
  Remember that, that was the middle one.
• 18:20
  There was the promo video, the cross cell agent video.
• 18:21
  Yes.
• 18:22
  Yes.
• 18:23
  Yes.
• 18:24
  Talk about that.
• 18:25
  Yes.
• 18:26
  Go ahead.
• 18:27
  Yeah.
• 18:28
  So the cross cell agent video, that was shot on just iPhone, wireless, lab, a little mic,
• 18:30
  and tripod.
• 18:31
  And not too fancy, but still very good quality, very acceptable.
• 18:36
  Yeah, yeah, because you have the mic.
• 18:38
  I mean, make sure you have a wireless or, you know, mic, because if you don't, it doesn't work.
• 18:42
  Well, and you learn this from your degree and like the two best things to help you with
• 18:46
  video are good lighting and good audio, which I don't have good lighting today.
• 18:50
  Or the audio.
• 18:51
  Yeah, but I mean, yeah, no, but I mean, that's the thing is that it's one of those things where
• 18:55
  you make sure the video is of solid quality.
• 18:58
  You know, if it's shaking too much or all over the place or you can't see anything, then forget it.
• 19:02
  Just make sure it's solid and make sure your sound is good.
• 19:04
  And then a wireless lab layer or even wire cheap, wired lab layer, like,
• 19:08
  I was your audio problem.
• 19:09
  So it's, it's not that complicated.
• 19:11
  And they sell all that on Amazon as you know, you know, totally super cheap.
• 19:14
  Yeah, exactly.
• 19:15
  All right.
• 19:16
  So let's go back to the realtor video you mentioned, because that's one of the things that
• 19:19
  really jumped out about what I saw you doing.
• 19:21
  So the profile thing we'll talk about in a second, because that's the professional
• 19:24
  all about the Michael Regan team.
• 19:26
  But I really see so much opportunity for us to leverage video the way you
• 19:30
  demonstrated that in one, the borrower thing, like the video you did,
• 19:34
  which let's talk about that first, which is, okay, you just took an app, you know,
• 19:38
  or your team took an app and now they're going to get a video from you.
• 19:41
  So and a series of videos.
• 19:42
  So take us through that.
• 19:43
  Yeah.
• 19:43
  So basically what I want to do is just to start with the concept is I wanted a way to
• 19:48
  number one, make the experience different from clients, but still have that type.
• 19:51
  Because I think a lot of people will get too into technology and forget this
• 19:55
  business at the core is belly to belly relationship based, right?
• 19:58
  So that is my core belief is that it is a relationship based business.
• 20:02
  But I also wanted to give a client a great experience.
• 20:04
  So I figured instead of having a 20 minute conversation with the client
• 20:08
  every time, like say, an appraisal's order, that I shoot a video that
• 20:12
  explains each step of the process.
• 20:13
  So like when we take an application and we submit it, we're going to send an
• 20:17
  update out to everybody to let them know, you know, we submit the application.
• 20:20
  Appraisal's been ordered.
• 20:21
  But we get used to in our business of, you know, okay, appraisal's order.
• 20:25
  We know what that means.
• 20:27
  But something as simple as that, a first time homebarter.
• 20:29
  I mean, really, I found that they don't know what they don't get it.
• 20:31
  They don't know what it means, which is cool.
• 20:33
  I mean, they don't do this for a living.
• 20:34
  So what I did is I put the video together to explain what's going on.
• 20:38
  So what do I mean that the loan is submitted?
• 20:40
  What does that mean?
• 20:40
  What does it mean that the appraisal's ordered?
• 20:42
  And I let them know what this means.
• 20:44
  And then also what the next steps are.
• 20:47
  So and so then they're fully informed.
• 20:49
  They're comfortable.
• 20:50
  They can watch it whenever, however, you know, they want.
• 20:52
  And as many times as they want to feel comfortable.
• 20:55
  And the cool thing about this is it gives them that service because they're
• 20:58
  seeing me.
• 20:58
  So it's not like they're just getting an email.
• 21:00
  They're actually seeing me in the video.
• 21:02
  And then also it's one of those things.
• 21:05
  Instead of having a 20 minute conversation about what is an appraisal in your
• 21:08
  loan submitted, it frees me up to do more because I'm sending that video.
• 21:13
  They're getting all the same information.
• 21:15
  And they're getting that they see me, but I'm not having to explain myself 20
• 21:18
  different times.
• 21:19
  Yeah, that's awesome.
• 21:19
  And I also know in that particular video, if I'm correct that same video,
• 21:22
  you talked about here's here's what not to do during the loan process.
• 21:25
  Like don't hold the new lines of credit.
• 21:27
  Don't change your job.
• 21:28
  Yes.
• 21:29
  Well, it makes it easy for us, right?
• 21:30
  We get so busy sometimes.
• 21:32
  Yeah.
• 21:32
  We forget the small details.
• 21:34
  Right.
• 21:34
  And then all of a sudden that happens.
• 21:35
  You're like, oh man, I forgot to tell you when you actually take the time to craft
• 21:39
  those scripts when you put that video together, you make sure you don't forget anything.
• 21:43
  Well, it's like, so then yeah, I mean, you're, you're obviously both of us are
• 21:46
  disciples of Todd and high trust him.
• 21:48
  And then one of the things I remember he talked about in there is what's, what's,
• 21:51
  you know, creating a five star experience and what separates you from the competition.
• 21:55
  It's the experience your borrowers have and your realtors have.
• 21:57
  And I believe you also, when you're talking with realtors and you're mapping out what's,
• 22:02
  what's it like to work with a Michael Reagan team?
• 22:04
  You're also articulating this process that you give their clients.
• 22:07
  Oh, yeah, absolutely.
• 22:08
  I mean, that's the whole thing.
• 22:09
  When I meet with an agent, I have a presentation that I go through with them to show them
• 22:12
  exactly the experience that we put our clients through,
• 22:15
  but also that puts them and how we bring value to the business and the whole
• 22:18
  presentation put together for that.
• 22:19
  But yes, I absolutely shown that process.
• 22:22
  And that is why I copy them into all those emails to even the initial like,
• 22:26
  here's your needless email that then has the link to about us, the promo video
• 22:30
  essentially.
• 22:31
  But I always copy them into it because they may be an agent I don't work with.
• 22:34
  And so they're seeing exactly how I'm doing something that's totally different than
• 22:38
  anyone else and bring value, bring in that connection to the client and experience.
• 22:42
  So am I hearing that correctly like the back to that process?
• 22:45
  It's the first video.
• 22:45
  It's like, okay, your appraisal has been ordered.
• 22:48
  Are the buyer is agent listing agent getting that video also?
• 22:51
  No.
• 22:51
  So this is where I'm different from some of my, some other people is that there
• 22:56
  are people that'll send updates to the listing agent.
• 22:58
  I don't and I do that more for privacy client because I've seen it kind of go
• 23:02
  nasty where you give the listing agent too much information.
• 23:06
  And then when they go to negotiate, then I'll send a listing agent.
• 23:08
  It's like, no, I know all your information.
• 23:10
  There's no way.
• 23:10
  So I'm, I err on the side of caution, is that I only keep buying agents.
• 23:15
  It's seriously, I mean, but it is.
• 23:17
  It's one of those things I never want to be the reason why a client didn't get
• 23:19
  something or put them in a bad position.
• 23:21
  So I explain that to my agents and they get it.
• 23:24
  But I do not send that to the listing agent.
• 23:26
  The only thing I send to the listing agent in terms of the video is I will send
• 23:30
  them. There's a congratulation, a congratulations video at the end.
• 23:33
  When we fund, that I'll send to them.
• 23:35
  But otherwise, no, I don't keep them.
• 23:37
  And that's up to between them and the buyer's agent.
• 23:39
  I stay on that.
• 23:40
  Well, I'm curious why we're on the topic.
• 23:41
  And this might be off video for a second.
• 23:43
  But do you have a cross-sell process for listing agents on a transaction?
• 23:47
  Totally.
• 23:48
  Yeah, you know, because the first thing we'll do is, you know, when a client
• 23:50
  sends an offer, we're going to give that listing agent a call and say,
• 23:52
  hey, you know, we've, we pre-prune, you know, do the whole kind of script we have
• 23:56
  with them and get to know them a little bit, just so they feel comfortable.
• 23:59
  So we will do that.
• 24:00
  And then after obviously throughout the process, it's going to go great.
• 24:03
  We're going to actually close that deal and they, they can see that part.
• 24:06
  But the end of the transaction, they get the congratulations email.
• 24:10
  Or excuse me, video, but then I also send them, always send them a handwritten card.
• 24:14
  And then I put something in there, you know, some little something in there,
• 24:17
  but I always send them a handwritten card and then give them a call after the
• 24:20
  transaction closes.
• 24:21
  So I do do that.
• 24:22
  Are you trying to book an appointment with the listing agent afterwards?
• 24:25
  Well, see, this is, that's where my business is a little bit different.
• 24:27
  So I don't go out of my way to book the listing, the appointment.
• 24:30
  What I do is I'm more of a, everything I do is long term.
• 24:33
  So I will always have a long term mindset.
• 24:36
  So when I get to know them, if I liked how they, the transaction went,
• 24:39
  and I think they would be a good fit, what I do is I'm out in the field.
• 24:42
  So I'm, I don't take loan apps.
• 24:44
  I don't sit in the office.
• 24:45
  I don't even have an office in my office, right?
• 24:47
  When I go into my office, I go to the conference room.
• 24:50
  It's either to meet with an agent or it's to, I'll set my laptop down real quick
• 24:53
  to work, otherwise I'm out in the field.
• 24:55
  That's my job is not to sit in the office.
• 24:57
  But part of that is I'm going on broker tours.
• 25:00
  I'm going out to offices.
• 25:01
  I'm going to see people I'm involved in community events.
• 25:03
  So generally, most of the agents I end up seeing somehow some way out just
• 25:08
  and about, yeah, out and about something because I'm around everywhere.
• 25:12
  So then if there's someone I want to know, I'll get to know them.
• 25:16
  Interesting.
• 25:16
  So, but I'm more selective.
• 25:18
  Yeah, I like that.
• 25:19
  You're being so, so if you have an experience with a listing agent on a transaction
• 25:22
  and you sense that, hey, this, this person is really professional, right?
• 25:26
  And then you maybe do a little, maybe already know who they are.
• 25:28
  And you're like, you know, I don't really have a relationship.
• 25:30
  You'll choose to pursue them based on your perception of, yeah, you want to work with them.
• 25:34
  I do not work with anybody.
• 25:35
  They have to be a good fit with how my team, my model works.
• 25:38
  And they have to, you know, they have to get what I'm doing because I can add
• 25:41
  a ton of value to their business and bringing a lot more business to them.
• 25:46
  But they have to buy it.
• 25:47
  And so, and they have to be good fit.
• 25:49
  We all have to work together.
• 25:49
  I like to do short work of people who you're going to fight with all the time.
• 25:52
  All right.
• 25:52
  So I'm going to stay on this off video track for a second because I think people
• 25:55
  listen to me want to know.
• 25:57
  Um, so I'm looking at the numbers from sales mastery.
• 26:00
  It said for 2017, you're tracking about 100 units.
• 26:03
  Is that right?
• 26:03
  So I already did.
• 26:04
  I mean, they always did in August.
• 26:05
  Yeah.
• 26:06
  I already did a hundred various.
• 26:07
  No, no, no, no.
• 26:08
  Well, my thing is because I mean, you know, um, this year at end of August,
• 26:12
  I was like at 42 million.
• 26:13
  I probably been right near, granted these fires kind of threw things in a loop.
• 26:17
  But I should be near about 60 million in production this year.
• 26:19
  Yeah.
• 26:19
  Wow.
• 26:19
  And over a hundred units, obviously.
• 26:20
  Yeah.
• 26:21
  All right.
• 26:21
  So when somebody hears, hey, I'm never in the office.
• 26:24
  I'm just out and about meeting agreed and, yeah, you know, people are like,
• 26:27
  wait a minute.
• 26:27
  How the hell do you do that?
• 26:28
  Huh.
• 26:29
  Yeah.
• 26:29
  So it's a combination of a little bit of luck, but also it's very systematic.
• 26:34
  So one thing is I work with my wife, yes, um, it's so, no, totally.
• 26:38
  Or maybe not, you know, it's right, depending on, yeah, you're right.
• 26:42
  No, if I sat in the office with that, it might be a different story, you know,
• 26:44
  but, um, but no, is one of those things she started as a processor.
• 26:47
  So she kind of has that underwriter and processor mindset, but she also has a good
• 26:51
  salesperson, but we're different when we were both loan officers.
• 26:55
  So she started the business before I did and she got me into the business.
• 26:58
  So we realized at some point and it was about 2009 and we said, you know what?
• 27:03
  I hate doing paperwork.
• 27:04
  I hate it with a passion.
• 27:06
  And she didn't like going out and going to broker to her, you know,
• 27:09
  doing all those open houses and all that's not what she wanted to do.
• 27:13
  So we said, why don't we combine forces and we're, because we weren't working
• 27:17
  in the same company, you know, with each other at the time.
• 27:18
  Oh, okay.
• 27:19
  And we said, we were working at different companies.
• 27:21
  Um, so she said, why don't we, you know, we've talked about a long time.
• 27:25
  We said, you know, we got to make this work.
• 27:26
  I know it's not probably, you know, in the end of 2009, it wasn't a great time to,
• 27:30
  to go out on your own and essentially form your team.
• 27:33
  Well, we said at this point, we're either going to make it or we're not,
• 27:35
  but we need to do what we're passionate about.
• 27:38
  She is awesome on the paperwork, underwriting all that.
• 27:41
  And she's great meet with clients where my strength is going out in the field and just
• 27:45
  bringing in business and the database and the video, marketing, all that stuff.
• 27:49
  So we finally formed the team.
• 27:50
  And so that came together was, um, so it was, it was really March of 2010,
• 27:55
  is when we actually completely formed the team, all that.
• 27:58
  And we did, since then, I've not taken a loan application period.
• 28:02
  How does that process work then?
• 28:03
  How do people take, you know, what's the, take us through that?
• 28:05
  Yeah. So basically, what it is is, so she handles anything client-related.
• 28:08
  She's going to handle.
• 28:09
  So if, um, we've, all of our agents, we've trained that they call Patricia, not me.
• 28:15
  If they need business development, if they need database up,
• 28:17
  but they need marketing ideas, that kind of stuff, you call me.
• 28:20
  If it's client-related, you call Patricia.
• 28:23
  And that's just all our agents just know to do that.
• 28:26
  And all our marketing and a lot of stuff, I give both of our phone numbers,
• 28:29
  but if I ever have to, I always give Patricia's first.
• 28:33
  I mean, that's always the one that I want them to call.
• 28:35
  Yeah.
• 28:35
  It's not like I won't talk to clients, but I do not meet with them and I don't do that application.
• 28:39
  So that's Patricia's job.
• 28:40
  Okay.
• 28:41
  So Patricia does all that.
• 28:43
  I mean, basically, she handled everything for a number of years until recently,
• 28:46
  as a production has grown.
• 28:48
  She handled everything.
• 28:49
  So she would meet with the client.
• 28:50
  She would do, you know, free probals, submit that,
• 28:52
  make sure those through with the process are all that kind of stuff.
• 28:54
  She dealt with that.
• 28:55
  And then I would go to the signings at the end.
• 28:57
  I always go to my signings.
• 28:58
  I think that's very important.
• 28:59
  Interesting.
• 29:00
  Okay.
• 29:01
  So it's one of those things that's hard how we did it.
• 29:04
  Is she handled everything back in?
• 29:05
  I handled everything in the front.
• 29:06
  And we stayed out of each other's ways.
• 29:09
  Do you, when you say you go to your signings, do you find,
• 29:12
  I mean, depends on I guess what your goals are for your business,
• 29:14
  but is there a scalability concern there?
• 29:17
  Yes and no.
• 29:18
  In terms of, yeah, I mean, at some point it gets a little crazy.
• 29:20
  But this is a thing for a lot of times.
• 29:22
  That is your excellent.
• 29:24
  You've got the agent, the buyer's agent and the client in the room at the same time.
• 29:28
  They're happy.
• 29:29
  They're excited.
• 29:30
  And you make it an awesome experience.
• 29:31
  And we try to have as many of our signings as possible in our office.
• 29:35
  And we make it a whole experience from their name and the elevator to we have gifts.
• 29:39
  We have their name on the big screen and all that kind of.
• 29:41
  So we make it a real experience for them coming in.
• 29:43
  And it's really cool.
• 29:44
  And we do a lot more to, I mean, we do more than that.
• 29:46
  But we want to make it a really fun experience.
• 29:49
  But it's my, it's my final time to really glue with that with the client.
• 29:53
  And also to show the agent,
• 29:54
  remind them what an awesome transaction it was, you know, how great it was,
• 29:58
  the experience that we bring to them and the client throughout the process.
• 30:01
  And it really ties it all together.
• 30:03
  And there's some clients.
• 30:04
  I mean, I have some doctors who, I mean,
• 30:06
  that worked the great hardship that I never got to meet.
• 30:10
  This is my first time to actually meet them in person.
• 30:13
  So and to build that relationship.
• 30:15
  When I see them around, I know who they are.
• 30:16
  They knew who I am.
• 30:17
  And they've seen the videos.
• 30:18
  But still, it's one of those things where to me, it's a bonding experience.
• 30:21
  And it is time well spent because I have that close time with the agent and with the buyer
• 30:27
  to really build it.
• 30:28
  And my business is focused on taking care of my clients.
• 30:31
  Because again, the last couple of years, I mean, the last three or four years,
• 30:35
  over 50% of my business has come from my database.
• 30:38
  So I mean, I'm really focused on that.
• 30:39
  And when are you going for that referral?
• 30:42
  Is it at the signing desk or what does that look like?
• 30:45
  It's a mix.
• 30:45
  So, well, there's some where we let people know.
• 30:48
  I mean, we do because we are different and the experience they go through us,
• 30:52
  we have a lot of clients that refer during the process.
• 30:54
  Just automatic because they love it so much, yeah.
• 30:56
  Yeah, because we make it easy.
• 30:57
  I mean, we make the process easy.
• 30:59
  We make it different.
• 30:59
  We actually care about them.
• 31:01
  We show them we care.
• 31:02
  We do professional.
• 31:03
  I mean, everything is done where you can tell you're working with professional mortgage practice.
• 31:07
  You're not working with Joe Schmo, who doesn't care about you.
• 31:10
  So they get the difference.
• 31:11
  And especially first time home buyers may not get it,
• 31:13
  they think it's amazing, but people have gone through it before.
• 31:17
  They are the ones who are just like, wow, this is totally different.
• 31:20
  And they get it.
• 31:21
  And they just kind of, it happens intrinsically.
• 31:23
  But the other thing is after, I always send handwritten cards, handwritten notes,
• 31:27
  give them a after closing call, and that's when I'll ask.
• 31:29
  Hey, if you know anyone that we can help, please let us know.
• 31:32
  And that's part of my touch-up process is,
• 31:35
  I'm touching base with my clients about eight times a year.
• 31:38
  In one way or another.
• 31:39
  And then I do a huge client appreciation party every year.
• 31:42
  So I get all my top clients in a room with me in a fun celebration.
• 31:47
  And so you tie all that together.
• 31:49
  It just builds on itself.
• 31:50
  Do you have any realtors that join you on that?
• 31:52
  Is it just doing your work?
• 31:53
  Oh, yeah.
• 31:53
  No, it's, well, most of the my core group of agents are also my clients.
• 31:58
  They've been through the experience with, yeah, I mean, they do their own business with me.
• 32:01
  And so, yeah, they're there.
• 32:03
  But also, even if they haven't done business with me,
• 32:07
  if they're a, if they prefer me business, they're going to be there.
• 32:10
  Because as far as I'm concerned, my referral partners are my clients too.
• 32:13
  Exactly.
• 32:14
  So it's, it's my clients and them.
• 32:15
  So you use the word core agents.
• 32:17
  How many would you say core agents, you know,
• 32:19
  active that are on your bus?
• 32:21
  Well, no.
• 32:21
  So I only consider a core agent who refer to me 100% of their business.
• 32:24
  I love them to death.
• 32:25
  They're like family or my close friends.
• 32:27
  Yeah.
• 32:28
  So they're seven.
• 32:28
  I have seven.
• 32:29
  Okay, seven.
• 32:30
  And they're responsible for what percentage of your 60 million, let's call it.
• 32:34
  80% of my business.
• 32:34
  80%.
• 32:36
  Yeah.
• 32:36
  That's a good way to work.
• 32:37
  I mean, really, the 80% of my referred business.
• 32:39
  Because again, a lot of my business comes from my database.
• 32:41
  Yeah.
• 32:42
  But no, they're huge because this is the thing.
• 32:43
  And when I think people forget, they want to work with every agent out there.
• 32:47
  But number one, it's better to be picky because you work with people you have that
• 32:51
  synergy with.
• 32:51
  And then everything goes beautifully.
• 32:52
  They send you clients that are like-minded.
• 32:55
  It birds of a feather, right?
• 32:56
  Exactly.
• 32:56
  So it's a great way to build business.
• 32:57
  Yeah.
• 32:58
  But the other thing is, you know, when those,
• 33:01
  those, you have a small core group,
• 33:02
  you can spend a lot of time with them.
• 33:04
  It's Todd's role.
• 33:05
  Todd, Todd, what does he always talk about?
• 33:06
  The 80-20 role in everything, right?
• 33:08
  Yep.
• 33:08
  Go deep first as well.
• 33:09
  80-20, the 80-20.
• 33:10
  Exactly.
• 33:11
  So when you are able to spend a majority of your time with your core group,
• 33:16
  you build that tight-knit relationship,
• 33:18
  you actually know who they are, you like them,
• 33:20
  you hang out with them, they're your friends,
• 33:22
  your family, almost like family.
• 33:24
  You only need, if you have said,
• 33:26
  I've been good producing agents, that's all you need.
• 33:28
  See, it's interesting.
• 33:28
  And I'm sure some LOs listen to that and they're just like,
• 33:31
  you know, oh my god, come on, that's not possible, man.
• 33:34
  Oh my god.
• 33:34
  It is.
• 33:36
  No, it isn't.
• 33:36
  And you talk, and yeah, and this is the thing,
• 33:38
  I mean, you talk to someone, you know, like Marty Preston, okay?
• 33:41
  Marty is amazing.
• 33:42
  Him and Ryan are two of the most,
• 33:44
  the grant are two of the most amazing originators that I know.
• 33:48
  And just what they do, but if you ask Marty,
• 33:50
  how many core agents do you have, it's under 10?
• 33:52
  I mean, he's doing what, 70 million in personal production,
• 33:55
  it might be more, I don't want to undercut him,
• 33:56
  but he's a series player.
• 33:58
  Right.
• 33:58
  He doesn't have a million agency works with.
• 34:01
  He just focuses on his core group.
• 34:03
  And because if you understand,
• 34:05
  and this comes to Todd's thing, which you, you know,
• 34:07
  you'd be totally into, but if you work with, you know,
• 34:11
  say you have seven agents that refer you 10 deals a year.
• 34:15
  What's 70 deals right there?
• 34:16
  Or you can work with 40 that maybe be more of a 40 agents
• 34:20
  that maybe you get, I don't know, 10, 15 deals a year from
• 34:23
  because you don't have a bond with any of them, right?
• 34:25
  So less is more.
• 34:27
  Yeah, I truly believe that.
• 34:28
  Yeah, well, I mean, I heard you say, you know,
• 34:30
  you consider a core agent,
• 34:31
  somebody you're getting 100% of their business of.
• 34:33
  And that's, that's a big achievement.
• 34:36
  I'm sure that didn't happen overnight.
• 34:38
  No, again, everything I do is long term.
• 34:40
  So it's one of those things that because all I do
• 34:42
  is focus on our database and building relationships,
• 34:45
  is that I go on broker tour every week with my core group of agents.
• 34:48
  I see them at the broker tour.
• 34:49
  I see them at community events.
• 34:51
  I go stop by their office.
• 34:52
  Yeah, because if I don't see them,
• 34:54
  I'm always, I'm always in their life and they're always in my life.
• 34:56
  Yeah.
• 34:57
  So that it's more than just like a transactional business.
• 35:00
  It is a true relationship.
• 35:01
  Right.
• 35:02
  So you do it that way.
• 35:04
  Number one, life's so much better
• 35:06
  because you have people you work with that you love.
• 35:07
  It's fun.
• 35:08
  And you like, I mean, yeah.
• 35:09
  And there's no loyalty issues.
• 35:11
  There's no business issues.
• 35:11
  What you're most of the time when I talk with them,
• 35:13
  I'm not talking about business.
• 35:14
  Yeah, talking about their life.
• 35:16
  What did you do this weekend?
• 35:16
  What's going on?
• 35:17
  There's this.
• 35:18
  And then we get into business.
• 35:19
  But it's, it's about them.
• 35:20
  Well, I'm clearly hearing from you.
• 35:22
  And this is what I get.
• 35:22
  This is why I love, you know, the Todd Duncan community so much
• 35:25
  is that you guys, you know, you do look at it as a,
• 35:27
  it's a relationship business,
• 35:28
  but you're also investing in that relationship.
• 35:31
  Too many loan officers that I see with the big white brush
• 35:35
  I have is it's the relationship with the agents are all peripheral.
• 35:39
  And it's all transactional.
• 35:40
  But hey, how do you got any, you know, buyers over the weekend?
• 35:43
  You know what I mean?
• 35:43
  Yes.
• 35:44
  And yes, I'm trying to help, you know,
• 35:45
  shift elbows away from that.
• 35:47
  That's why I'm so glad we just have this conversation
• 35:48
  because it's a proof point that seven agents equate
• 35:52
  to you 80% of your business.
• 35:54
  We're real business.
• 35:54
  Yeah.
• 35:55
  Yeah, and that's the thing.
• 35:55
  And so do I have 40 agencies, 70 deals over the year?
• 35:58
  Yeah, but they're ones.
• 35:59
  I mean, and they're not someone I'm spending any time with.
• 36:01
  Yeah, it's other than, you know,
• 36:03
  hi, how are you maybe do a phone call here and there?
• 36:05
  And it's not that I don't care about them,
• 36:06
  but my focus is on my core group who they're,
• 36:09
  they're good producers and we bond.
• 36:12
  Are you prospecting any new agents at this point
• 36:15
  that you want to add to the team?
• 36:16
  Well, yeah, but it's very slow.
• 36:18
  So when I work with someone or when I meet with someone,
• 36:20
  I'm like, you know what, I think this person will be a good fit.
• 36:22
  And I've gotten to the point where I can tell very quickly,
• 36:25
  if I think someone's going to be a good fit for us.
• 36:28
  But one of the videos that I didn't show
• 36:30
  because it's kind of a specific video is,
• 36:33
  I want to know how to kind of get in a low off track
• 36:36
  but it goes to it,
• 36:37
  was how can I connect with an agent,
• 36:40
  a referral partner that I don't know,
• 36:42
  have no connection with anything about that.
• 36:44
  You know, anything, no connection,
• 36:46
  no one knows them, that kind of stuff.
• 36:47
  So that's where I use video.
• 36:48
  Yes.
• 36:49
  And I kind of talked about on stage
• 36:50
  where I was shooting a video to reach out to those agents,
• 36:54
  like, hey, and the whole point was,
• 36:56
  I figured an agent who,
• 36:57
  obviously, got this beautiful package,
• 36:58
  you know, the book, the note, the video,
• 37:00
  that's specifically tailored to them,
• 37:02
  about, you know, I want to meet with you,
• 37:04
  because I think you're doing some amazing things.
• 37:06
  Again, those agents, and kind of agent
• 37:08
  that has happened so far has called me right away,
• 37:10
  and been like, no, we got to meet,
• 37:11
  because I've never seen this before.
• 37:13
  So that was, I know.
• 37:15
  And without getting you to reveal the secrets,
• 37:18
  what would be some typical things you would look at
• 37:21
  in preparing that video?
• 37:22
  I mean, naturally, I'm thinking, you know,
• 37:24
  I always, it's like, look,
• 37:25
  I want to be like a detective.
• 37:27
  I want to stalk them online,
• 37:29
  Facebook, find out their transaction,
• 37:31
  buyer versus seller, whole nine year.
• 37:33
  Then we need to present something,
• 37:34
  in a, you know, contextual way that makes sense,
• 37:37
  I guess, on the video.
• 37:38
  Yeah, and that's the thing.
• 37:39
  I think, yes, you're, you're almost a spy.
• 37:41
  So I'm seeing their production.
• 37:42
  I know what they do, buyer sellers.
• 37:44
  I know, and I know what lender they use,
• 37:45
  because a lot of those reports,
• 37:46
  yeah, I can see what lender they use,
• 37:48
  I know, exactly.
• 37:50
  So I know exactly who they're using,
• 37:52
  and I know the, and I know my competition,
• 37:53
  also what their, what their strengths and weaknesses are.
• 37:57
  Exactly.
• 37:58
  And so, but I also am confident,
• 38:00
  because again, through the coaching,
• 38:01
  through my business over the years,
• 38:03
  I know that I can bring value to them,
• 38:04
  and I think what a lot of originators,
• 38:06
  and I had the issue with when I was first starting a business,
• 38:08
  you're kind of scared to reach out,
• 38:10
  because you truly don't know what value you give people, right?
• 38:13
  All you're talking about is rates, fees, programs.
• 38:15
  You can always tell the originators
• 38:16
  that don't have the confidence in themselves or newer,
• 38:18
  because all they talk about is rates, fees, and programs.
• 38:20
  Yeah, or with closing six months.
• 38:21
  Right.
• 38:22
  Yeah, which, I mean, ultimately another day,
• 38:25
  no one cares about, at the end of the day, really,
• 38:27
  if you do it right.
• 38:28
  But if you know that you have true value to that person's life,
• 38:32
  and you're different, you can absolutely bring value,
• 38:36
  and monetarily too, I mean, you can prove this to them,
• 38:38
  how to do that, then why be scared
• 38:40
  with talking with anyone you think would be a good fit,
• 38:42
  because you know you can bring more value
• 38:44
  than the person they're using right now.
• 38:45
  Okay, let me ask you this.
• 38:46
  Tell me if this is an example of the value you would bring,
• 38:49
  or not.
• 38:49
  Yeah.
• 38:50
  Now let's us put some Zillow leads.
• 38:52
  So you did hear my, yeah, so basically,
• 38:57
  Zillow to me is raking water, right?
• 38:59
  It's one of those things I think is.
• 39:02
  Yeah, seriously, it is total waste of time to me.
• 39:05
  I mean, you know, you're getting clients
• 39:07
  that don't care about you generally.
• 39:08
  They're looking for the lowest rate, lowest fees,
• 39:10
  and you're just a commodity.
• 39:12
  That's not how I do business, and that's not how I want to do business.
• 39:15
  You're spending a lot of money, get a ton of leads,
• 39:17
  and then what, you get a thousand leads,
• 39:19
  you might get one person out of there,
• 39:20
  and you spend $5,000, that ROI doesn't make sense to me, right?
• 39:24
  So I don't do Zillow leads.
• 39:26
  And that's one of the first conversations I have
• 39:28
  with a newer person who doesn't know how,
• 39:29
  a newer four-partner doesn't know how I work,
• 39:31
  is that I will bluntly say, look,
• 39:34
  I do not believe in Zillow, it's like raking water,
• 39:36
  and I go into the whole explanation of ROI,
• 39:38
  and how your ROI can be so much better
• 39:41
  doing different activities, and showing them how to do it.
• 39:43
  And the thing is, it's showing them based on how I do my business,
• 39:47
  right?
• 39:48
  And how I built my business has never been Zillow leads.
• 39:51
  I actually had an agent that sent me like two deals a year,
• 39:53
  just randomly sent me a $50 a month Zillow thing,
• 39:56
  didn't even ask me.
• 39:57
  I deleted that email, I'm not even responding to that,
• 40:01
  because they obviously ignored me.
• 40:03
  But I don't believe in Zillow, I do not believe in Zillow,
• 40:06
  I think there's an opportunity out there
• 40:08
  if you're in a call center, cool.
• 40:10
  But to build a true long-term business,
• 40:13
  which I think as this business goes more digital,
• 40:15
  the relationships and the day become even more important.
• 40:19
  And the thing is, you were probably there on the first day,
• 40:23
  and I forget his name, he does a lot of statistics.
• 40:25
  He was there the very first day of sales mastery.
• 40:28
  Yeah, I know him, but I was not there the first day, actually.
• 40:30
  OK, OK, so anyway, but he was talking about
• 40:32
  what they were finding with millennials,
• 40:33
  though, if everyone's scared millennials are all digital,
• 40:36
  they're finding millennials, they love word of mouth.
• 40:39
  Number one, so it's not just online, it's word of mouth,
• 40:42
  is their big thing, but they want to go through an experience.
• 40:45
  They actually want to meet with somebody in person.
• 40:48
  They don't necessarily, they're seeing hugely
• 40:50
  that they don't want to go online.
• 40:51
  They do all their information shopping online and research online,
• 40:56
  but they actually want to meet with someone
• 40:58
  and they want to go through that experience
• 40:59
  and they're great with word of mouth.
• 41:02
  Well, all right, so Zillow is like raking water.
• 41:05
  Can you share one example of how you would add value to an agent?
• 41:10
  Yeah, so it was really simple.
• 41:11
  So I mean, with me, the biggest thing is I can show them.
• 41:14
  So I'm a database maven.
• 41:15
  I mean, really, I track my database,
• 41:17
  so again, that's why over 50% of my data is.
• 41:18
  What do you use by the way that I entered your database?
• 41:20
  I jungle jungle OK, got it.
• 41:22
  I'm actually going to have that on the podcast in a few weeks.
• 41:24
  Yeah, so when I actually used that,
• 41:25
  when I first got it, it was called MPC,
• 41:27
  because I've been using it for seven years now since 2010.
• 41:31
  But it's one of those things I always tell someone,
• 41:33
  if the first thing you, when you get into the business,
• 41:36
  what is the first thing you should invest in?
• 41:38
  Number one, hands down database.
• 41:40
  Period hands down, face for itself.
• 41:43
  So when I use that, I jungle, the thing is I track everything.
• 41:46
  So I told you that I touch base with my client seven or eight times a year,
• 41:49
  have the client appreciation party.
• 41:51
  I'm always in their lives. I'm there.
• 41:52
  So they just can't forget about me.
• 41:53
  I don't do graffiti pop buys or that kind of stuff,
• 41:55
  because that stuff pisses me off.
• 41:56
  But I do. I don't like people showing them.
• 41:59
  I announce, yeah.
• 42:01
  Yeah, that's not my style.
• 42:02
  But I still want to be there in the background
• 42:04
  so they just don't forget about me.
• 42:06
  It's one of those things where how I bring value, though,
• 42:08
  is I'm taking those, what is real estate agents?
• 42:11
  What is a number one problem overall?
• 42:13
  I mean, how many times you see an agent with their magnet on a refrigerator
• 42:17
  and it's listed by another agent?
• 42:19
  I'm just saying, happens all the time.
• 42:22
  An agent's big thing is almost no agents use a database.
• 42:24
  And they don't, they don't follow up, they don't fall through.
• 42:27
  Even on a befini program, it's not,
• 42:29
  they don't necessarily, a lot of them,
• 42:30
  well, they say their refiniites don't go to the nth degree
• 42:34
  that it takes to follow up, right?
• 42:37
  So I am their database.
• 42:38
  And the thing is, over the years, and I always tell them,
• 42:40
  look, it sometimes takes a while.
• 42:42
  We got to do enough business.
• 42:43
  You sent me one day a year, I'm not going to be able to help you.
• 42:45
  But we're doing 10, 20 deals a year,
• 42:47
  I'm going to be able to help you.
• 42:48
  Because I fought with those clients
• 42:50
  and the agents generally don't,
• 42:52
  when those clients refer a client to me,
• 42:54
  I track everything so I know what agent it came from.
• 42:56
  So then when I go, hey, this client referred me Joe Smith
• 42:59
  and you had referred me, you know,
• 43:01
  the client who referred me Joe Smith,
• 43:02
  I'm going to get that lead back to them.
• 43:04
  They don't even know that happened.
• 43:06
  Because they aren't following up or they don't even track it.
• 43:08
  So they don't even know who it's coming from.
• 43:09
  But I get them their clients back to them.
• 43:11
  I get them the referrals from the clients back to them.
• 43:13
  I mean, and over the agents have been working with me
• 43:15
  for a number of years.
• 43:16
  They see how many deals we do a year
• 43:18
  where I'm sending the clients to them,
• 43:19
  but it initially came from their clients.
• 43:21
  So it was the conversation, you know, something like,
• 43:23
  you know, one of the ways I have values
• 43:24
  in my realtor partners is, is I help incubate, farm,
• 43:28
  cultivate, turn over leads of our joint database.
• 43:32
  Yeah.
• 43:33
  Are you looking for access to their database
• 43:34
  that you didn't work on?
• 43:36
  No, no, no.
• 43:37
  You know what?
• 43:38
  The thing is there is, I mean, Todd's talked about it.
• 43:40
  There are people who do that and I get it.
• 43:41
  But this is the thing is there's a lot of ideas out there
• 43:44
  that people talk about, but really implementing them.
• 43:46
  It doesn't work out so well.
• 43:47
  And most agents either, well, so number one,
• 43:49
  they don't have a database.
• 43:50
  Let's be realistic.
• 43:51
  A lot of them, they're like, no cards
• 43:53
  or they're iPhone if they're lucky.
• 43:54
  So there's no database to tap into.
• 43:56
  And if they actually are savvy enough
• 43:57
  to have a good database, they're not sharing it.
• 43:59
  Because you think I was sharing my database with anyone?
• 44:01
  No, that's your gold mine.
• 44:03
  So if you have an agent that wants to do that,
• 44:05
  in my area, we have a lot of very tech savvy people,
• 44:09
  just being near Silicon and the whole Bay Area.
• 44:12
  But the agents I found are very,
• 44:14
  that have a database we're not going to share.
• 44:15
  So I don't even go there,
• 44:16
  because I wouldn't want to share my data.
• 44:18
  Okay, so you're just saying the business we do together,
• 44:20
  I can generate X amount of additional business by,
• 44:23
  okay, all right, interesting.
• 44:25
  Yeah, I'm just realistic.
• 44:25
  Now I'm not saying someone could go out there
• 44:27
  and have an agent that gives them their whole database.
• 44:28
  That's awesome.
• 44:29
  It's just not necessarily my style and how I found,
• 44:32
  I don't want to come off as I'm just trying
• 44:34
  to hammer this agent, I want their, you know,
• 44:36
  get in their database, I want all the information,
• 44:37
  I want to control them, because that's not,
• 44:39
  I want to show how I add value to the clients
• 44:41
  we work with together.
• 44:43
  And when you're presenting,
• 44:44
  you're giving this presentation to an agent.
• 44:46
  Is this just you talking,
• 44:48
  do you have like any kind of visuals that go with it?
• 44:50
  Oh yeah, no, there's a whole presentation I put together
• 44:52
  that's on, when we sit in our conference room,
• 44:54
  the big screen has all the visuals.
• 44:55
  Got it.
• 44:56
  So I'm showing them what I'm talking about.
• 44:57
  So you show them a screenshot of jungle
• 44:59
  or whatever and all that.
• 45:00
  Oh, totally.
• 45:01
  Yeah, all that stuff, but also, yeah.
• 45:02
  But I also let the presentation goes where it needs to go.
• 45:06
  There's some people that have a set,
• 45:07
  like there's, there's, you know,
• 45:09
  how the core coaching, so Rick Ruby's group,
• 45:12
  they usually have like a set of questions
• 45:14
  to ask the agents before they meet with them.
• 45:16
  What I try to do is I try to differentiate myself
• 45:18
  where I just have a conversation with them initially,
• 45:21
  because I want to, I want to just get them to get who to know,
• 45:25
  I want to get to know that, right?
• 45:27
  And then what I do is I ask them,
• 45:28
  well, where are, you know, where can I help you?
• 45:31
  Or what's going on?
• 45:32
  Or I'll just hear them say something and like, wait,
• 45:34
  I heard you say this, I have a solution for that.
• 45:36
  Or let's talk about this more.
• 45:38
  That's, so I do more of an investigative kind of digging in
• 45:41
  as opposed to automatically coming in
• 45:42
  with the same set of four or five questions.
• 45:45
  I try to make it, well, I do make it more personal
• 45:48
  because again, I'm not a transactional person.
• 45:51
  I'm a relationship person.
• 45:52
  That's why I'm in Duncan coaching.
• 45:54
  Because I do totally 100% believe in real relationships.
• 45:57
  Yeah, are you doing any whole marketing?
• 46:00
  Minimal.
• 46:01
  So that's the thing, and this is probably,
• 46:03
  I don't mean to piss anyone off, but I always believe
• 46:07
  that the more advertising you do in our business,
• 46:09
  the worse you are at your job.
• 46:11
  What do you mean?
• 46:12
  Because if you are doing an amazing job
• 46:14
  with your current clients and your current referral partners,
• 46:17
  you don't have to do any advertising,
• 46:18
  the snowball effect just happens.
• 46:20
  It just does.
• 46:21
  I mean, in my business, the proof,
• 46:22
  I spend maybe $500 a year in actual marketing.
• 46:24
  Really?
• 46:25
  That's it.
• 46:26
  That's it.
• 46:27
  My money is spent on my current clients,
• 46:28
  my database, my current clients,
• 46:30
  and they're at that appreciation party.
• 46:32
  And anything I do for them,
• 46:33
  it's not spent on trying to get new clients,
• 46:35
  is to take care of my current clients
• 46:36
  who then send me new clients.
• 46:37
  You know, it's funny.
• 46:39
  When I hear you talk like you have been
• 46:40
  for the last 10 minutes, and thank you for that great share,
• 46:43
  and anybody who sits in the room at a Duncan event,
• 46:45
  and always comes back to it,
• 46:46
  and I don't mean to beat this, you know,
• 46:48
  horse, but, and always comes back to,
• 46:50
  yeah, what's the experience you're creating?
• 46:54
  You know what I mean?
• 46:54
  And you are very intentional about creating,
• 46:56
  because everything we're talking about here,
• 46:58
  like, that's why I asked you about the visuals.
• 47:00
  Are you showing a,
• 47:01
  because that's a different experience
• 47:02
  than sitting around a coffee,
• 47:03
  and you're like, well, here's what I do.
• 47:05
  I do this, you know what I mean?
• 47:07
  It really just gotta be that five-star experience,
• 47:09
  like, from soup to nuts,
• 47:10
  and that's what I think is really making the difference
• 47:11
  for your success rate with the agents,
• 47:13
  and with your ability to activate your database.
• 47:16
  Yeah.
• 47:17
  No, and that's what it is.
• 47:18
  It is about doing, is about having an experience,
• 47:21
  and that's a big keyword,
• 47:22
  but that means you have to totally believe
• 47:24
  in that that's important,
• 47:26
  and everything in your business has to be on the experience.
• 47:29
  Everything, I mean, small things.
• 47:31
  How, I don't know if you can answer this,
• 47:33
  but how much thought, maybe when it was originally done,
• 47:36
  or maybe consistently,
• 47:37
  do you put into architecting that experience?
• 47:41
  That is what I do.
• 47:42
  I mean, I'm always adjusting.
• 47:43
  I'm always changing.
• 47:44
  And so, again, you're always tweaking it,
• 47:47
  because I had an originator talk to you,
• 47:49
  and they're like, you know what,
• 47:50
  when clients come into my office, I have a menu
• 47:53
  for drinks, snacks, everything like that,
• 47:55
  and a part of the experience, I'm like, you know what,
• 47:57
  that's a good idea.
• 47:58
  So, what did I do?
• 47:59
  I created a menu.
• 48:00
  We went and got loaded up the refrigerator in the cabinets,
• 48:03
  so we have snacks and drinks,
• 48:04
  and everything they could ask for.
• 48:05
  So, when the client comes in,
• 48:06
  my assistants give them a menu,
• 48:08
  ask them if they need anything,
• 48:09
  I mean, bring them, we have nice silverware and dishes
• 48:12
  to serve it to them, I mean, again,
• 48:13
  that's a little thing, right?
• 48:14
  Most people be like, that's kind of stupid.
• 48:16
  What are you doing?
• 48:17
  But you don't get it.
• 48:18
  When it's part of that whole experience,
• 48:20
  and someone who is dealt with an originator,
• 48:22
  who they walk into a bank, a big bank,
• 48:24
  and they're like, yeah, how can I help you?
• 48:25
  You know, okay, sit down, whatever, blah, blah, blah, blah.
• 48:28
  And, but they come to my office,
• 48:29
  and the experience is totally different.
• 48:31
  And again, it's basically for the same price,
• 48:34
  do you want to stay at Meltel six or the four seasons?
• 48:36
  Yeah.
• 48:37
  And I'm wondering how much you think or believe,
• 48:39
  and you probably have evidence to this,
• 48:41
  that experience lessens the price conversation.
• 48:46
  Don't, huge.
• 48:46
  No, that's a whole thing is,
• 48:48
  is when you were focused,
• 48:49
  when they'd been referred to you by past clients,
• 48:52
  or agents that were further heck out of you,
• 48:54
  I mean, they believe in you.
• 48:55
  It's not just how you talk to my person.
• 48:56
  It's, you're talking to my people, they are amazing.
• 48:59
  So different, totally different minds
• 49:01
  that the wording is different.
• 49:02
  Same thing with the clients,
• 49:03
  when they're referring me a new client,
• 49:05
  they talk, I mean, they rave about us, right?
• 49:07
  I mean, that's a whole point of it.
• 49:09
  And so when the people come,
• 49:10
  I'm sorry, like, okay,
• 49:11
  these people think you're amazing,
• 49:12
  who I respect, and then they go through the experience.
• 49:14
  Absolutely.
• 49:15
  I mean, you're always,
• 49:16
  if anyone tells you they never get shopped or prices,
• 49:19
  I'm sorry, they're lying, that happens.
• 49:21
  But does it happen nearly as much as it happened
• 49:23
  when I was an initial originator starting learning
• 49:26
  when it was all about price and product?
• 49:28
  No.
• 49:29
  I mean, that's the thing.
• 49:30
  You might have, I don't know, one or two a month
• 49:32
  that talked to you like that,
• 49:33
  but for the most part, no, it's about,
• 49:35
  how can we help them?
• 49:36
  One last question on the customer experience,
• 49:38
  and we'll transition back to video for the last few minutes.
• 49:40
  But do you have people taking online app
• 49:42
  before they come in?
• 49:43
  So Ryan Grants gave me so much heartache?
• 49:46
  No, no.
• 49:47
  I have it because I wanted kind of what we do
• 49:50
  is we have them send the paper to us,
• 49:52
  and we do the application, right?
• 49:54
  When you get to online applications,
• 49:55
  90 to 100% of the time, really, they're wrong.
• 49:58
  What they think is their income is not their income, right?
• 50:01
  And that's why, you know, some of those,
• 50:03
  we'll just call them explosion or airplane loans
• 50:07
  or whatever you want to call them out there,
• 50:08
  you know, the different type of loans,
• 50:09
  where the clients can put whatever information
• 50:10
  they want in there and, oh, I got to prove.
• 50:12
  Well, yeah, I can put in that I make a million dollars a year
• 50:15
  and get to prove too, but that doesn't mean I can actually do it.
• 50:17
  So I always have that personal experience
• 50:19
  where I wanted the clients to send it to us,
• 50:21
  and we make it as easy and simple as possible for them.
• 50:25
  Because then this is getting the millennial thing,
• 50:27
  millennials want it, convenience and easy, right?
• 50:30
  That's what they want.
• 50:31
  And I know that.
• 50:31
  And she knows that includes online.
• 50:32
  Exactly, but when you just say, hey, or send me your documents,
• 50:35
  you're gonna have to send me any hour, upload them,
• 50:37
  you know, whatever you want to do,
• 50:38
  but I'm gonna take care of the application.
• 50:39
  I'm gonna take that off your plate and do it for you,
• 50:42
  is part of that experience and we make it easy for them.
• 50:45
  And that is what we try to make it.
• 50:46
  So I don't, but that doesn't mean I won't try it.
• 50:49
  I just haven't done it at this point.
• 50:50
  Do you, I lied about the last question,
• 50:52
  but do you, do you, when you're taking that in person app,
• 50:56
  do you ask questions outside of just the questions
• 50:58
  on the 10.03?
• 50:59
  Oh, yeah.
• 51:00
  Well, that's the thing we don't,
• 51:01
  because we're not taking a 10.03 when we're doing it.
• 51:03
  We're asking them, we have, when we meet with a client
• 51:06
  or on the phone conversation,
• 51:07
  we're asking them about their hopes, dreams and goals.
• 51:09
  We want to make sure that we, we were able to fit
• 51:11
  the mortgage to who they are, right?
• 51:13
  I mean, we really want to make sure that we are their advisor.
• 51:16
  We want to make sure that we, we do the right thing
• 51:17
  for them in the right position,
• 51:19
  because a 30 year fix might not make sense
• 51:20
  for someone who's leaving in five years.
• 51:22
  I mean, so we have those in depth conversations, yeah.
• 51:24
  Such as like, do you have kids going to the college
• 51:26
  or whatnot?
• 51:27
  Yeah.
• 51:28
  Yeah, graduation.
• 51:28
  Oh, that's up to three or a half.
• 51:29
  What do you, and what are your dreams?
• 51:30
  Like, where do you see, I mean, sometimes depending
• 51:32
  on the client, where do you see yourself in five years?
• 51:34
  Like, what is your plan or what's going on with your job?
• 51:36
  Questions they don't usually get from most elements.
• 51:39
  Totally, but it's also a conversation.
• 51:41
  A lot of questions we've had automatically at this point
• 51:43
  in the conversations without even thinking about it
• 51:46
  that kind of highlights.
• 51:48
  And I like what you said, it's a conversation.
• 51:50
  It's not like a checklist at a doctor's office.
• 51:52
  Nope, show me what it's a conversation,
• 51:54
  which means slow down, engage, connect.
• 51:57
  Totally, and that is why I didn't want to do that
• 51:59
  because I wanted someone to be focused
• 52:02
  in terms of Patricia's case to be able to sit down
• 52:04
  with the client, have that in depth conversation
• 52:06
  with them because that's what she's focused on.
• 52:07
  She's not focused on where's our next deal coming from.
• 52:10
  She is focused on what can I do to help the clients?
• 52:13
  Mm.
• 52:14
  And that's the difference, that's a different kind of thing.
• 52:16
  Yes, and it's all under the umbrella
• 52:18
  of the Michael Regan team.
• 52:20
  Yeah, it's all the Regan team, absolutely.
• 52:21
  Yep, awesome.
• 52:22
  Well, cool, thank you for that.
• 52:23
  That was an education right there, by the way.
• 52:26
  So last couple of questions on video real quick.
• 52:29
  I know at the conference you mentioned
• 52:31
  you have a video that basically makes it easy
• 52:35
  for the realtor to refer you, which deals with,
• 52:38
  I don't know if you said this or somebody else,
• 52:39
  the big problem with realtor is to do the three card thing
• 52:42
  or they're like, oh yeah, give Michael,
• 52:44
  there's no setup.
• 52:45
  You want to talk a little bit about that?
• 52:47
  Yeah, yeah, yeah, so that was the whole thing.
• 52:49
  My again, it's all about the details
• 52:51
  and so you're solving problems as they come up
• 52:53
  and you think about them.
• 52:54
  So the biggest thing is, okay, when an agent refers you,
• 52:57
  if they're your core group, training them on how to say
• 53:01
  or billing that trust with them,
• 53:02
  so they just refer the heck out of you,
• 53:04
  but some agents aren't great with the wording
• 53:06
  or how to get that across.
• 53:08
  So what I wanted to do is on my core group,
• 53:11
  I would shoot a video, a cross-sell video,
• 53:14
  so that they could send to the referral.
• 53:16
  So when they were referring to someone,
• 53:17
  instead of just saying, hey, talk to my lenders,
• 53:19
  if that was their style,
• 53:21
  that they could actually send a video with it
• 53:23
  that it's me cross-selling really the agent.
• 53:25
  So the video is ultimately about the agent
• 53:27
  and right, everyone has an ego,
• 53:29
  so they all want to be about them.
• 53:30
  Yes.
• 53:31
  So when I do the video about them,
• 53:33
  so I'm telling the clients how great that,
• 53:34
  this particular agent is, how they're wonderful,
• 53:37
  they're awesome, you know, whatever it is about them,
• 53:39
  but it's actually true.
• 53:40
  What I tell about them is I specifically,
• 53:42
  no, but I tailor that video to that agent.
• 53:44
  Like if someone is the president of some association,
• 53:47
  I'm gonna mention that, right?
• 53:48
  Or if they're big into kids or horses or whatever it is,
• 53:52
  I'm going to tell them,
• 53:53
  because I know them, I know what their passions are,
• 53:55
  I'm gonna tell them, you know, what's going on.
• 53:57
  So basically what I'm doing in this video
• 53:58
  is cross-selling the agent to the client.
• 54:01
  But then at the end, I'm just putting a little blurb
• 54:04
  about, hey, by the way, you know, we work as a team,
• 54:06
  I'd love to work with you, you know, whatever I say,
• 54:08
  but I put just a little bit about me,
• 54:10
  and it's like a minute-long video, it's not long.
• 54:13
  And so the way you get the agent,
• 54:14
  sorry, the way you get agents to send that
• 54:17
  as you record it first, and then, hey, let me show you,
• 54:19
  and then they're like, oh my God, yeah, I'll send this.
• 54:21
  Totally, no, but that's the thing,
• 54:22
  I'll have a conversation with like,
• 54:23
  hey, I have this great idea.
• 54:25
  What do you think about it?
• 54:26
  And then you can tell if an agent's like,
• 54:27
  eh, whatever, then that's not an agent,
• 54:29
  I'm always my time.
• 54:30
  You know, I'm not gonna do it,
• 54:31
  because they're not gonna do it, they don't buy it.
• 54:33
  But you get that, those people who buy in,
• 54:35
  and they're like, that's pretty cool.
• 54:37
  Then I have the conversation,
• 54:38
  what do you, is there something specific
• 54:39
  you want me to mention, or whatever,
• 54:41
  and I'll do the script, then I'll shoot the video,
• 54:43
  and I always send it to them, obviously,
• 54:44
  and then they'll be like, great,
• 54:46
  and then they'll start using it.
• 54:47
  And the cool thing is, is I do on an unlisted YouTube link,
• 54:52
  so I can tell how many times that agent
• 54:54
  to share that video, and how many times it's been watched.
• 54:56
  So it's kind of a cool, I try to track everything,
• 54:58
  to make sure what's work, and what's not work,
• 55:00
  and what I need to tweak, what I need to change.
• 55:01
  You have to track everything.
• 55:02
  So for your videos, then, like,
• 55:04
  they go out in the emails,
• 55:05
  it's just a hyperlink to that video?
• 55:07
  Yeah, no, I don't use bomb bomb,
• 55:08
  I mean, and this is the agent sending the video,
• 55:10
  so I have to be realistic,
• 55:11
  most agents are using bomb bomb, or something like that.
• 55:14
  So I will give them the link,
• 55:15
  I will kind of set up the email,
• 55:17
  so they just have to press, you know,
• 55:18
  it's like click here, it's in their box somewhere, right?
• 55:20
  It's in their box, the emails,
• 55:22
  I already do the email for them,
• 55:23
  kind of set it up, and they can tweak it to their personal,
• 55:25
  and then they just have it sit in there,
• 55:26
  and then they forward that email to the client,
• 55:28
  so it's a script, you're already done,
• 55:30
  but then they tweak it to that specific client.
• 55:32
  So basically the lenders, or the agents,
• 55:34
  like, yeah, I actually, let me introduce you
• 55:36
  to my lender, I'll send you the email,
• 55:38
  within there's a video, click and watch it.
• 55:40
  Yep, there you go, yeah, that's it.
• 55:41
  That's nice, that's really, that's very efficient,
• 55:44
  very efficient, and that's really,
• 55:45
  that's the stage for the conversations
• 55:46
  they're gonna have with you.
• 55:48
  All right, so let's see,
• 55:49
  I need my glasses for the last couple questions here.
• 55:51
  Old man here, no problem.
• 55:55
  How many videos do you have in your milestone process,
• 55:57
  like during a loan transaction?
• 55:59
  So there's, that's a really good question,
• 56:01
  you should have, I'm trying to think how many have.
• 56:04
  Yeah, no, no, no, no, no, it's okay,
• 56:05
  I've got them actually, give me one second,
• 56:06
  I can pull them up and count.
• 56:08
  Just ballpark's fun.
• 56:10
  Yeah, no, I've got, let's see, one.
• 56:11
  You've got eight loan steps, I see here.
• 56:13
  Four, five, six.
• 56:14
  Yeah, yeah, no, that's it.
• 56:16
  So I've got eight loan steps, so basically I've got,
• 56:18
  I've got the promo video obviously,
• 56:20
  but once you get in the loan steps,
• 56:21
  I've got a loan submitted, a praise ordered,
• 56:23
  loan approved, a praise lend,
• 56:26
  final loan approval, loan docs ordered,
• 56:27
  loan docs, a title, loan funded congratulations,
• 56:30
  and then of course, I have the congratulations
• 56:31
  that make you to the real tour.
• 56:33
  And those are all unlisted on YouTube.
• 56:35
  Oh yeah, yeah, no, those are all private videos,
• 56:36
  cause I, yeah.
• 56:37
  Okay.
• 56:38
  And so that's just in the template email
• 56:39
  that goes out on all loans, and that's at that stage, okay.
• 56:43
  All right, so that's pretty easy to do for somebody
• 56:45
  on your team, just part of the process is.
• 56:47
  That was what it was, is I did the videos,
• 56:49
  we did the templates, so literally my productions,
• 56:51
  my PAs can just copy and paste and tweak it obviously
• 56:54
  to the client's name, you know, in any specific details,
• 56:56
  but it's super done for them.
• 56:57
  So I don't have to worry about what they're saying,
• 56:59
  something that I don't want them to,
• 57:00
  or getting into too much detail,
• 57:02
  it's all their form videos that are boom done.
• 57:04
  Okay, very cool, very cool.
• 57:05
  That is awesome, man.
• 57:06
  I mean, just, just that alone is a great way to,
• 57:08
  as you said, leverage, and I mean, yep.
• 57:11
  Well, we don't have time to go into it right here,
• 57:13
  cause we, we talked a lot longer than we planned,
• 57:15
  that's cause that, that's all good.
• 57:16
  This got so interesting.
• 57:17
  So if you don't mind, can I share,
• 57:19
  like I link to your YouTube page,
• 57:20
  so people can look at your videos, the,
• 57:21
  yeah, no, it's all like,
• 57:22
  cause anything, yeah, anything that's on YouTube
• 57:24
  is I allowed to be public, so,
• 57:26
  cause your promo video is on there,
• 57:27
  the one you invested in.
• 57:28
  It is, yep.
• 57:29
  Which is videos on there.
• 57:30
  Yeah, which you're walking around town,
• 57:31
  you're greeting, meeting, greeting,
• 57:32
  really sets up the stage of like,
• 57:34
  you're active in your community,
• 57:35
  which is extremely important.
• 57:36
  Yep.
• 57:38
  Okay, cool.
• 57:39
  And then for you, you know,
• 57:40
  I always, I'm a big believer in talking about
• 57:41
  what you're really passionate about,
• 57:43
  and so you are on the board, the president, actually,
• 57:46
  shouldn't say it, you're actually the president.
• 57:47
  Yeah.
• 57:48
  The, the Petal Duma Educational Foundation, is that it?
• 57:51
  Yeah, that's it.
• 57:52
  Yeah, so tell us a little bit about that,
• 57:54
  and is there any way we can help and support on that?
• 57:56
  Yeah, no, absolutely.
• 57:57
  So the Pellema Educational Foundation,
• 57:59
  it's kind of unique around the country,
• 58:01
  is that we actually support every school,
• 58:04
  from basically kindergarten through high school,
• 58:06
  in the city of Petaluma.
• 58:07
  So it could be a charter school,
• 58:09
  it could even be a private school,
• 58:10
  it just can't be a nonprofit,
• 58:12
  or excuse me, a for-profit school.
• 58:13
  So, you know, there's a Catholic private school in town,
• 58:16
  we support them.
• 58:17
  I mean, if they need, you know, we'll,
• 58:19
  we do two things, we give out scholarships to the kids,
• 58:24
  and right now, so the organization's been around for about,
• 58:26
  you know, 20-ish years.
• 58:28
  We've given $3 million, over $3 million in scholarships,
• 58:31
  the kids just in Petaluma schools,
• 58:34
  and then we do grants.
• 58:35
  So the schools can come to us for a grant,
• 58:37
  for up to $15,000 to fund something that's curriculum-based.
• 58:41
  So maybe they need, you know, whatever they need,
• 58:43
  maybe they have this new,
• 58:44
  they want to do this new cool garden,
• 58:45
  and they need a greenhouse to go in the garden,
• 58:47
  because they're doing science,
• 58:49
  you know, whole science lesson now,
• 58:50
  that school is built around that garden,
• 58:51
  and that kind of stuff.
• 58:52
  So we'll fund up to $15,000 to do that,
• 58:54
  and they come to us for the money,
• 58:55
  we vet them, we go through the whole process,
• 58:57
  and if they're awarded, we give them up to a $15,000 grant,
• 59:01
  and we've also, in the history of PF,
• 59:03
  given over $3 million into that.
• 59:05
  So total is over $6 million that we've given back
• 59:07
  to the community in Petaluma,
• 59:09
  since I believe it's 1982 or 1983,
• 59:11
  something like that.
• 59:12
  Yeah, 82.
• 59:13
  Yeah, it's pretty amazing.
• 59:14
  Wow.
• 59:15
  Yeah, that is really awesome.
• 59:16
  So a lot of that is just from the fundraising activities
• 59:18
  that you're involved in.
• 59:19
  100%, I mean, that's the thing is, yeah,
• 59:21
  it's all, we get no government funding, nothing going back.
• 59:25
  It's all from the community and from people donating,
• 59:27
  and then of course our big bastard we have every year.
• 59:29
  So why is that a passion project for you?
• 59:31
  Huge, so both my parents were teachers,
• 59:33
  so they're now retired.
• 59:35
  So education was not something that was even optional for me.
• 59:38
  I mean, you were going to, to be a good student,
• 59:40
  you were going to go to college.
• 59:42
  Education was always important to me,
• 59:43
  so I grew up with that, but I actually believed in it.
• 59:45
  I mean, I saw how much it helped people
• 59:47
  and how big a difference it makes.
• 59:49
  And I see that with my little ones right now.
• 59:52
  When I sit down and read to them and have things like that,
• 59:54
  it makes a huge difference in their lives and them.
• 59:56
  So I believe it's important,
• 59:57
  and if I can support people and amazing teachers
• 1:00:00
  doing amazing things and if they need some extra equipment,
• 1:00:03
  and we can give it to them to do some amazing thing
• 1:00:04
  with the kids, I mean, how's that?
• 1:00:06
  No, not a good thing.
• 1:00:07
  It goes directly to the kids.
• 1:00:09
  Absolutely, it's a matter of fact, my son
• 1:00:10
  goes to a charter school that's out of the way for us to go,
• 1:00:14
  but it's worth it to go there.
• 1:00:16
  That's awesome, very cool.
• 1:00:17
  So we'll definitely, and by the way,
• 1:00:19
  are there any real, I'm just curious, you know,
• 1:00:21
  actually I'm sure there's some realtors
• 1:00:24
  that are involved with you in that?
• 1:00:26
  There are a few, but the funny thing is actually
• 1:00:28
  the realtor that is in there, who I love,
• 1:00:30
  I do not work with, but some of the other people,
• 1:00:34
  our clients mine, I'll just put it that way.
• 1:00:36
  So yes, I do have other people,
• 1:00:37
  but they're in other professions because there's only,
• 1:00:39
  yeah, there's only one real estate agent
• 1:00:41
  in that group right now.
• 1:00:42
  Well, I guess the last point on that would be,
• 1:00:43
  and I talk about this, we do this branding event
• 1:00:46
  for realtors when I talk about showing up in your community
• 1:00:48
  and connecting your passion to your profession.
• 1:00:50
  And most people keep it as a secondary outside.
• 1:00:52
  Oh, I do this food bank over here,
• 1:00:53
  but I never really combined it too.
• 1:00:55
  Yeah, I think it sounds like I'm hearing from you.
• 1:00:57
  It's important to bring that to the surface and it's okay.
• 1:01:00
  People are okay with it.
• 1:01:01
  Totally, yeah, no, absolutely, but I mean,
• 1:01:02
  I support it if you believe in it.
• 1:01:04
  If you're doing it just because you think you have to do it
• 1:01:06
  and I'm gonna, I need to be involved,
• 1:01:07
  so I'll be involved, that's not the right way to do it.
• 1:01:10
  But if you actually love it and you're passionate about,
• 1:01:11
  then it's awesome.
• 1:01:12
  Because again, you meet people that are passionate
• 1:01:14
  and birds of a feather, again, comes to that.
• 1:01:16
  Yeah, absolutely.
• 1:01:18
  Well, listen, man, I appreciate you sharing so much.
• 1:01:20
  Sorry to go a little bit longer than we planned.
• 1:01:21
  Yeah, it's all good.
• 1:01:22
  I just felt that there was tons of great stuff
• 1:01:24
  to share in there.
• 1:01:25
  So as I said, I'll put a link to the show notes
• 1:01:27
  to your YouTube page so they can see the videos
• 1:01:30
  to the foundation you're involved with
• 1:01:31
  and hopefully you've grabbed some awareness
• 1:01:32
  and maybe some additional funds to be raised there.
• 1:01:35
  So thank you so much, man, appreciate it.
• 1:01:37
  No, thank you, Jeff.
• 1:01:38
  I really appreciate it.
• 1:01:39
  Thank you so much.
• 1:01:39
  You're welcome.
• 1:01:40
  Thank you.
• 1:01:41
  And so listeners, as always, thank you for being here
• 1:01:43
  and appreciate you tuning in.
• 1:01:44
  And as always, make it a great day
• 1:01:47
  and we'll see you on the next one, bye for now.
• 1:01:49
  Thanks for listening to Mortgage Marketing Radio.
• 1:01:52
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• 1:01:54
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• 1:01:57
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