Latest / Mortgage Marketing Radio / Closing $36 Million in Agent Referrals

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Closing $36 Million in Agent Referrals · Mortgage Marketing Radio

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In today's highly competitive mortgage industry, building profitable relationships with
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Real Estate Agents is essential for success.
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However, finding effective ways to secure agent relationships can be a challenge.
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With so many mortgage loan originators vying for the attention of Real Estate Agents,
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it can be difficult to stand out and establish meaningful connections.
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Our new case study featuring loan officer Chris Coghill is a must-read.
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This has closed a remarkable 36 million in funded loans from agent referrals.
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And in this case study, he shares his proven strategies for building strong relationships
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with Real Estate Agents and leveraging those relationships to drive more business.
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To get your hands on this resource, head over to LOKestudy.com and download your free copy
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of the case study today.
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You'll find actionable insights and practical tips that Chris used to close 36 million
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in funded loans from agent referrals and how you can, too.
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Don't miss out.
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Go check it out right now, visit LOKestudy.com and download your free copy today.
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In loans exclusively from agent referrals by teaching agent classes.
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And this conversation is with Chris, he and I, one-on-one, where he's unpacking more specifics
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related to the case study, which is available for you to download at LOKestudy.com.
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If you haven't done that yet, please go check that out.
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More details about how Chris closed 36 million from agent referrals.
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And this will give you additional pocket points, insight, and Chris's own input
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that you don't get from the case study.
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This will help to provide some additional context for you.
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And if you think this is something of relevance for you that you'd want to then pursue
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and check out leveraging yourself like Chris has done in his area, right?
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The tip of the spear being education, teaching classes to get in front of agents,
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get connections, build relationships and referrals, which is exclusively what Chris has done.
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If you want more information about that and possibly it being a fit for you,
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you know, you can always go over to mortgagemarketing.pro, detect that out.
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And so without further ado, I hope you like this conversation, a summarized version of the case study
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featuring Chris Coggel and how he closed 36 million in agent referrals.
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So without further ado, let's get into this week's show.
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The biggest impact is the last word in the question, which is the community.
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What I signed up for were the classes and the video ideas and anything else
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that I could get my hands on just to continue to generate ideas.
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But joining the Friday meetings that you host, that's really what's become the most
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in fact impactful part of my business because it allows me to ground myself and understand
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that the things that I think and feel and go through regardless of where my production is
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compared to somebody else, you're put in a virtual room with people
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all over the production map, but the conversations don't change.
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And everybody's there to lift each other up and also provide tangible, actionable content
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and ideas that you can go out and deliver immediately, so much so that I've called my wife
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to tell her about things that I've heard on that Friday call to say, oh my God, this
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is genius, this is incredible.
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So I mean, that's what's been the best part of it.
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And I thought that's the part honestly that I would like the least, but it's been the
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thing I look forward to in my week.
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It's awesome, thank you.
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Let's get a little more specific or tactical if you don't mind in regards to how has getting
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access to the content or classes impacted your ability to attract, capture, convert real
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estate agents.
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And I know I have a specific numbers from you of a previous, you know, from last year's
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impact your overall business.
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But what's generally the overall impact production wide and how has, how have we added value
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to what you already did, right, in terms of getting agent relationships?
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Yeah, I think the biggest thing is really redefining and allowing me to look at what's
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the follow-up process from a class because I've gone in and I've taught tons of classes.
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I now teach 50 to 60 classes a year.
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That's the only way I get business now is by teaching classes.
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I, so when I talk about impact to my business, I don't do anything else.
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I don't have to do anything else because I've become known as the glasses wearing guru
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and teaching all of these content, but teaching all of this content because I'm constantly
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doing it rather consistently teaching these and allowing agents to go and do it.
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So last year, I'll say classes brought me 36,554,196 dollars and helped me serve 133
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families.
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Awesome.
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And that came by classes.
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So that, you know, I can go and help realtors and there is built-in trust because I'm leading
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from a place that isn't just being a commodity.
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I'm going out and saying, hey, let me help you grow your business.
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The way I put it is this, Jeff, is you got a lender that you use, great, keep them.
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If it's not broke, don't fix it.
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Where I want to come in is help you grow your business.
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Give me an opportunity with the business we grow together.
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That way you can keep your loan officers that you're already loving, happy, done upset
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me one bit, but you're getting something that's going to take your business to the next
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level.
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I'm going to help guide you through it and the idea is to treat the classes as a foot
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in the door strategy.
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So my follow-up calls are just about, hey, you either came or you registered, but you
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didn't come or you didn't register.
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With the hack, you know, and now it's taking these classes and turning them into, you
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know, my version of them that allows me to insert my own personal brand into it.
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And that's what your classes do such a great job at, is it allows me to say, I wear a
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bunch of glasses, right?
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I've got 28 pairs.
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And to the point yesterday where I did, you know, strangely enough, didn't have the
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pair that I needed, I wanted to, you know, that I had a black shirt with a little bit
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of teal.
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So I actually popped the frames off, or popped the arms off of one pair and trade an amount
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between glasses so I could coordinate, but it allows me to take the presentation because
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they're built in such a simple way, they're not overproduced, they're not complicated,
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that you can go in and place a picture of yourself on the graphic, on the presentation
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and really look like you are connected to the material that you're presenting.
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It's not, it's not okay, here's this color scheme is you can go in and change all of
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that.
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Everything is editable, which is great.
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How do you feel about, that's a good point, which makes me think of the, the ability for
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the, I'll use what Jenelle said, one of our members a few weeks back that she relies
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on the crutch of the content in that you don't have to be an expert with the material
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you're presenting.
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Do you, do you feel to your point about how it's designed, it's simple that the way
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it's designed in terms of, from a delivery standpoint, that the pressure is kind of
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off about, you don't need to know everything about reels, for example.
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So you don't, but if you don't, you need to spend more time with the video walk through.
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You need to spend more time with the Friday meetings and ask questions to the audience
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that have come before you and I look at it this way, there's one way to teach the class.
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There's a different way to present the class.
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And you, you have to look at it as you are your own case study.
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You, you're using this class as an audition for people to know, like, and trust you as
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an expert in your local market.
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And so when you use that as a digital audit for yourself, for your own business to gauge,
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where am I?
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Yeah.
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I, I, I say this, okay, we, and I'll give you some specific examples here.
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We teach all these things to realtors, but what is to stop a loan officer from digging
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in and doing it themselves?
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We can tell a realtor, hey, go look at the red X and pay 140 bucks and get 7,500 names
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a month scrubbed against the do not call us.
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But for the loan officer that also says, you know, I don't really want my business to rely
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on realtors solely.
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What's to stop you from signing up for the red X and then using Christina Griffin's model
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of slide broadcast and then plugging 7,500 names into slide broadcast and doing the exact
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same thing with people that are in orphaned neighborhoods.
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Hey, that's good.
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As a loan officer, hey, yeah.
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You know, and you change the scripting around, but we are a local staple in the community
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too.
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So these classes transcend, in my opinion, just a realtor.
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The value is there, but we need to open our mindset to understand that we're teaching
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you as a loan officer and a realtor how to do these things.
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Yeah.
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Some of the members have said that's sometimes how they're learning to apply, right?
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These strategies themselves as they go through the class and they watch the tutorial video
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and they're learning how to do Instagram Reels or whatever the thing is.
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Yeah.
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I mean, if do you know where to find the green screen mode yourself?
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Because what's going to happen when somebody says, hey, where is it?
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Yeah, right.
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The other thing that I really encourage people to do when going through these classes is
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you do an awesome job at putting them together, but you could release it on a Monday and
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the platform could change on Wednesday.
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They could add new content.
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They could change where the buttons located.
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And it doesn't necessarily mean that you need to put a new screenshot in there, but it
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does mean that you at least should open up the app.
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Go through the presentation and just say, can I find it?
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And if I can't find it, then I need to be able to communicate it when I'm in the room.
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Yeah.
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But the more we become familiar with opening up the map of this where we're going, you
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can truly direct people where to go.
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It's the same thing if you're guiding somebody through an online application.
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If you're not looking at it and you're trying to use memory of, okay, you're going to
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fill out this section in this section in this section.
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That comes across a little bit differently than if I say, do you see this part?
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You're going to fill that out.
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Let me know when you've completed that and we're going to jump to the next step.
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We're able to workshop it because you can go into it at the same time.
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It's good to know the territory.
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Sure.
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All right, maybe two more quick questions.
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If you got a couple more minutes.
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Yeah, man.
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This is a good one from ChatGPT.
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I'll just read it the way they wrote it, which is what would you say sets R to the
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stem apart from other marketing solutions you've tried in the past?
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One thing's most different.
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Is built for a loan officer, specifically to grow their business.
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I don't know of other, you know, you can go and get a CRM and it doesn't necessarily
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mean that that CRM is built for a loan officer.
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You have to tweak things around.
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Where this comes in and plays a different part is it gives you content.
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It gives you ready to deliver.
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You could download the PowerPoint and go and teach it.
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The speaker notes are there.
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Everything is there.
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It builds in jokes, it builds in questions, it builds in everything for somebody to go
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in and connect with people.
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I don't know of another platform that gives the CRM, the classes, the community, all
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in one box and updates them and most importantly through the community takes direct feedback
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and updates the classes based on the user's preferences almost immediately.
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And then there's an open dialogue that says, hey, I would like this.
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And if enough people on the call say yes, that sounds awesome.
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You're getting real time engagement and real change happening in real time and you don't
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get that without that connection.
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It's awesome.
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I appreciate you saying that, man.
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A class on buy downs and going over that and I had an agent call me or I had a loan officer
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call me and say, Chris, I just earned 34 unit builder because I wasn't prepared for my
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call and that wasn't awesome to hear.
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But the thing that was cool was he said, so I was saying, oh, what do I do?
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And I pulled up the presentation and I was able to just plug in certain things on my
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call that led to the value because it was presented in a way that said, oh, this makes
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sense.
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Interesting.
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That's cool.
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So to me, I think your class is, Jeff, or amazing, they do the job and more.
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And I think that the loan officer that goes out and sells rate and cost and the same things
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that everybody else sells will get replaced by the loan officer that learns to lead from
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a place of value first by offering these classes and saying, let me help you.
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Let me help you get one more deal, two more deals, three more deals.
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And depending on how many more deals that is, let's partner together.
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The other benefit is time that these classes save time.
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And the reason they save time is you don't have to create the content.
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But number two is, if I go and have one coffee with one agent who happens to be a high
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eye personality that spends an hour talking, it's not that that wasn't beneficial.
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But if I can put 50 people in a room for one hour, I've influenced the mind share of
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50 people in that same one hour timeframe.
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But my follow-up call has become more intentional.
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It was what you filled out the feedback form.
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You said you got this, walk me through that, tell me.
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How can we, was this the, looking back from what you put on the feedback form to now?
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Was that still the most important thing?
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Was that still something that, hey, if we work on that together, would that earn the ability
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for me to get your business?
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I like that.
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In fact, tell your loan officers, this is what I do now.
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When I send out the invite, hey, if you have a loan estimate that you're trying to compete
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with or compare, customer doesn't even have to apply.
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But if you want to bring the loan estimate and have me take a look at it, let me know.
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And you said you've had some realtors bring in those?
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The last class I taught, I had two realtors bring it, I beat both deals and got two contracts
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on the spot from my classes and four pre-approvals in that class, the same day, not, not a week
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after, the same day, the teaching the class led to two contracts and four pre-approvals
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in the same day.
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I think two of the contracts came to me in my email while I was standing up teaching
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the class.
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That's fantastic.
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That's what you call instant results, baby.
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That's instant results.
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It's more than paid for the lunch.
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Yes.
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All right, man, listen, I really, really appreciate it.
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I know we've gone kind of over the expectation, but we obviously enjoy connecting.
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So thanks, man, so I can say.
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Hey, guys, what's up real quick?
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You've heard about the mortgage marketing pro membership before and I just want to quickly
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remind you of that you're in a place in your business where you simply need more purchased
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loans.
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You need to fill your pipeline with purchase business.
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Let's just face it, agents are still a solid pillar of business and sources of purchase
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business for you.
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Well, good news.
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Our mortgage marketing pro membership helps loan officers like you close more loans without
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the hassle of chasing agents or cold calling.
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One for you agent classes, expert training videos, a marketing automation platform that
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automates the entire process for you, everything you need to build your personal brand in your
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local market, attracting convert agents into referral partners.
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Plus, done for you proven marketing materials and plug and play content to make promoting
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your class, getting agents, butts and seeds, partnering with affiliates real easy, but
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that's not all.
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You'll also get access to our weekly mastermind calls with top LOs, authors, speakers and
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coaches to learn the best strategies to grow your business right now in today's market.
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And as an extra bonus for limited time, for all new members, you'll get access to a database
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of 200 agents in your local market that have closed anywhere to from eight to 50 transactions
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in the last 12 months and we'll provide that list uploaded into our platform for you.
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So you can get off to a fast start in reaching actually productive agents.
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So what are you waiting for?
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You can check out more at mortgagemarketing.pro, see more of the success stories there.
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And if you feel compelled to do so, book a call, we'll have a chat, we'll see if it's
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a fit.
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Don't miss out on this opportunity to take your mortgage business to the next level right
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now.
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Head over to mortgagemarketing.pro.