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How One Simple Rule Can Skyrocket Your Mortgage Business in 2026 · Mortgage Marketing Radio

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Hey, it's Jeff Zimfer. Welcome back to the Mortgage Marketing Radio podcast. Happy new year.
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If it's about a minute since you have tuned in or if this is your first time tuning in,
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I appreciate you tuning in and hopefully you find this episode impactful and valuable.
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I'm about to approach 400 episodes. Stay tuned for a very special announcement.
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We've got coming around that very special guest I have today. But before we get there,
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just a moment, I've been away for a couple of weeks. I think the last podcast I produced or
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published was on January 3rd. So I've been away because I've been working through my health
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challenge in case you haven't heard recent throat cancer diagnosis, which has kind of taken me off
0:38
the normal schedule, if you will. But you know what? The show must go on. And it's not what happens
0:42
in life, but how you respond that makes all the difference. So I took a little bit of time out to,
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you know, follow the protocol that I've been given in terms of like some chemo treatments,
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two chemo treatments. And now I'm off to radiation starting February 2nd, where I'll need to relocate
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from Las Vegas to Orange County, California, my old stomping rounds where I'll be getting treatment
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as I have for the last couple of months at UCI Irvine. And this is, I'm just sharing this in case
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people want to know because people have reached out and asked. And so what I'll be going through next is
1:11
the rounds of radiation. So once a day, every day for five days, and I'm one of those days,
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I have to go twice. I'm calling that happy hour. So that's the spin on the mindset, right? Trying to
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keep it positive. But you know, but so that will probably be the most difficult journey of this
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overall challenge, but I'm leaning into my faith, leaning into my relationship with God. He's with
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me as I go through this. And I know you, you listeners, some of you have reached out and I appreciate
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that a heck of a lot. You are with me as well. And together, we are stronger. So I appreciate that.
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I post occasional updates on social media, LinkedIn and Instagram primarily. So if you want to
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follow along, you can follow along there. Anyway, just wanted to give you a quick update on a personal
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note. So if I, you know, I'm a little bit off in terms of consistency, that is the reason why. But
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I do appreciate you tuning in. Before we get to today's special guest, I got a question for you.
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Here we are, 2026 January 27th that I'm recording this Q1 is where you build that momentum, right? What
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do you do over the next 90 days? You're in the next 30 days kind of sets the tone in the momentum
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for this new year. So first and foremost, are you engaged? Are you locked and loaded? I talk to
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law officers all across the country. And one of the consistent challenges is building that steady
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base of real to referrals. How do you get engaged, man? How do you get in conversation that leads to
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conversions? See, most of the problems that you have with agent referrals is you're probably not
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talking to enough agents. Do you need more agents, better agents, or both? Most often the answer to that
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is both. And so if that's you, I've got a solution for you. I'm launching something brand new.
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It's called the agent referral accelerator. It's an eight week live cohort kicking off in February.
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It's designed to help you get consistent agent referrals by using a proven modern one-to-many system
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that's built around teaching high impact agent classes that convert. It's proven. I've been doing
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this for a decade. It's how I built my business and I'm going to put a link in the show notes. You
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can go check it out, but it's getmoreagents.com. We've got the success stories up there, the results,
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you know, people that are adding, you know, millions of dollars to their production. Every single time
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they do a class, it's like referrals on demand. So maybe there's something there for you. Go check
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it out at getmoreagents.com. We launch in February, so and there is limited availability. Go check
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it out now. Today on the show, we're diving into a question that should be on your mind.
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How do you future-proof your business and become a modern mortgage advisor who can scale, lead,
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and win no matter what the market throws at you? And help us answer that. I'm joined by Amir Sayed,
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co-founder and CEO of Go Coaching. He's an executive board member at first home IQ and a billion
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dollar originator who's helped shape some of the best loan officers in the country. Amir is known
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for delivering no fluff, no BS tactical strategies that produce results and he's here to drop a real
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talk on mindset, marketing, recruiting, and referrals. So in this episode, we talk about a three
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primary takeaways for you, the five intelligences, every top yellow needs in today's market,
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how to scale with leverage instead of burnout and how to expand your referral base beyond agents
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without losing your hedge. So if you're serious about making a breakthrough this year,
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this is the one conversation you don't want to miss. Let's get into this week's show.
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Dear, welcome to the show. And thank you for having me, GZ honored. My pleasure, man,
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it's been a long time coming. You've been on my radar for quite a while. You're obviously
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making some huge waves in the industry in a good way, which is good. And a lot of people heard
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who you are, kind of the background, the success you've had in the industry thus far in the intro.
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So I want to use our time wisely together because you have the opportunity to not only are you
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highly successful originator yourself in terms of production and units, but also for a number of
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years you've been now. You've been coached by some of the best, but you're also coaching yourself
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and coaching some of the best in the country. So I wanted to open up with this. It is January 22nd,
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2026 and we're recording this. And I want to know what would a mirror, what would be the playbook
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or the top three plays you'd be running, right? To build that momentum for let's just say Q1 to
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the first six months of this year. What are the maybe top three plays you're going to be running?
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Well, thank you for that. For those very nice words. Very, very grateful for them. I'm just
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taking it one day at a time, I think. So we're top of 2026. I presented yesterday in front of like
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400. Allows for a roof off mortgage and for Fort Wayne, Indiana. Awesome crew. A little bit
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a little bit colder than I like to be in my Emmy now before we Chicago kid, but we turned it up.
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Man, we heated it up in that in that ballroom, right? And I had talked to him about this exact
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same thing. I said, you know, last year there was only about 200,000-ish loan officers that closed
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just one loan. Right? We got that data off redder, right? And this year is projected that, you know,
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it's going to be somewhere around 200 or 225,000 as well. That just closed one loan. And there's almost
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2.2 trillion in mortgages being originated. We're finally like right sizing, you know, and in 2020-2021,
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you know, almost like seven, eight years of mortgage origination happened in a matter of two years,
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right? And so there was a lot of right sizing that has to take place. And I said, I'm really excited
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for the roaring 20s, but I said, look, like you cannot lean on pre-COVID skills, right? And so I'll
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answer your question very specifically in a second, DZ, because it's an insightful one. I said,
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what I observed, the most successful allows post-pandemic, they have five quotients of intelligence.
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And I'm very fortunate I get to coach some of the top in the country right now. And I see it,
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right? And they have basically IQ, right? They have their smart, they know how to discern
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situations. Second, they have high EQ. They say very equanimous. They don't lose their cool,
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they're very constant in terms of when they get rejected from a race shop or a realtor,
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basically fires them. They handle their emotions really well. They stay attuned to people.
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They treat people how they want to be treated and not how, you know, the alone wants to be treated.
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They have a high EQ, which is an important quality in life. Now, where does the mortgage stuff
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happen? They have really strong PQ product intelligence, right? So they're every single day,
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they're brushing up on guidelines, reading programs and products. It gives them the confidence,
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right? To understand what's happening. You can't just skirt anymore and just show up, right?
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A lot of law officers were like, amazing basketball players in high school, just the sheer
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athletics they show up and drop 40 points on people. Now, you're on the pros, you can't just show
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up and realtors are smarter, consumers are smarter. So they're brushing up on their PQ.
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Number four, a GZ is going to be what you'll love, right? Being in the space that you're
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living in as well is what I call a TQ technological intelligence. Many of them are still talking to
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their teams and email versus Slack, for example, right? Many of them are still communicating with
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their teams on text message and their clients on text messages where some of the best alos
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are using resources like rise in, you know, business services or ring central, you know, or dial
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pan, right? Which is a, is a, is a, you know, really harmonious type of team, a dialing system.
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Many of them know how to use loom housing link trust engine. They're embedding these things
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in their business and not to mention the biggest one, which is AI, right? They're embracing
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technology. They're really, really cunning through the noise of like a lot of bells and missiles.
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The last one, right, is what I, what I call a Q, which is right in terms of what I do is
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is acquired intelligence. The best of the best learn like a white belt everyday and kick ass like
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a black belt, right? It's the ones that just don't want to ask questions, right? It's the ones that
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are getting coached and I'm not saying some plug for coaching like I have nothing to sell anybody.
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You understand? But I do think you have to have people around you that are getting the results
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that you want. You have to go to masterminds. You have to go to events. You have to be coached.
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You have to be in an exclusive community of learning. They're always acquiring. Yes, today on
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stage, I asked a group. I asked this to everybody. So if you're listening to this and I come to a
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stage near you, right? One of the questions I always asked GZ as I say, hey, be honest with me by
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show of hands. How many of you in the last 30 days read some programs or product guidelines?
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Everybody's hand goes up, right? Then I say, okay, now be honest with you because no one's
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going to hear it be shamed here, okay? How many of you in the last 30 days have read a sales book
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cover to cover, a marketing book cover to cover, right? Listen to at least eight hours, two hours
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a week of a podcast, not around Joe Rogan and what do you think's about landing on the moon,
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right? In terms of like, do you understand your business? Have you listened to GZ's
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podcast or Shaylo that gave you guys a shout out? There's few people raise their hand. That's the
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problem, okay? All of you think you're loan officers, you're people officers. You have to know how
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to study people. You study people. You will get loans, right? So with all that roundabout way of
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what I'm explaining is I am a walking testimony, right? I'll have you know my story if you don't,
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I mean, basically a high school dropout that came in with nothing from another country. My mom
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couldn't get John McDonald's. My dad was working as a shoe salesman like, I don't come from much,
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right? I didn't go to college, but I was able to lap people in the industry because I embraced
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those five intelligence and I did a lot of contact. I called a lot of people. So number one,
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I want everyone listening to this to understand you need no one's going to promote you or
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persuade your business better than you. Number one is I would pick one by one by one. I pick one
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platform, Facebook, whatever. I post once a week, you know, so that's a one by one by one,
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one platform post once a week. You have to take control of your personal brand, right? You have
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to be what you call GZ, which I love five mile famous shout out to you, right? You have to be
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seen by thousands before being known like trusted and loved. Some of you listening to this,
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in your mind, you think you're Arnold Schwarzenegger, which means you can go to the gym and bench press
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225. But when I get you to the Lona officer gym, you can barely bench press 45 pounds. We all think
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we're happy, healthy, and like six packs in the world of bloggers. If I had you give me a realtor
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list, you probably only have 10 agents that have referred you and you don't even like five of them,
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right? We have to get a thousand agents to basically connect with us, either on our email and
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newsletter. So you have to take advantage of that, right? The second thing, and I can go on and
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on in terms of what is the quality content. Second is persuasion, okay? Every single person here cannot
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leave the week unless they have had five to seven people they've gotten in front of either through
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zoom or either through, you know, in person. And I want people to understand they have to diversify
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that. They don't need to constantly go after realtors. They need to let have less concentration
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risks, get some financial visors, get some state attorneys diversify the week, but the phone is
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not a cactus man. It ain't going to prick you pick up the phone. You understand? Now three,
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okay? Is what I say operations. We got marketing, sales, and us. If you're listening to this and
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you're closing five to seven loans a month consistently and you're putting in 10 loans in the
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pipeline every month, you are about to break out and you are once superstar higher away from
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absolutely exploding. Otherwise, you're going to continue to hit with this called pain line of which
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is leverage, right? So in life, the two most important decisions that are life partner and our
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loan partner, right? You have to go out there and hire the best superstar loan officer assistant
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to take off the structuring of three apps, the managing the pipeline, right? So A, you can double
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your production without also losing your momentum in your personal life. And before the market gets
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busy, there are so many great loan officer assistants sitting around waiting to get hired by you.
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Hire before necessary. You're an entrepreneur, right? You're going to have to hire when you're
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not ready is the bottom line, right? So that's that's that's my thoughts. Yeah, I love that.
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There's a lot of good nuggets in there, man. I'm taking some notes. The last thing you just said is
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higher before, you know, you're ready or I wrote down build capacity in advance, right?
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Sir. Yeah. Yeah. Exactly right. Yeah. Because I'm sure you've seen it where, yeah, all of a sudden,
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I mean, if you have this mental block about ramping up your units and your volume of things like that,
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you could unconsciously be holding back because you're like unconsciously saying to yourself,
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well, when I hire that L O A or whenever I get that, right? And that's why you want to kind of
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build for capacity. Do you agree with that? I think that's dead on. I think stick about it like
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there's a G for everybody listening. When we first get into the mortgage business, you understand,
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if you have a heartbeat and you're 18 or over and you don't live under a bridge, we think we're going
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to get a we're going to you're going to get along. But as we get better, we become more discerning
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in terms of which we also is the work with and which borrowers to work with. The second skill we
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have to develop is hiring skills of, you know, our loan partners. It's a skill. Yeah. Right.
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And I've hired fired, promoted, laid off, furloughed over a thousand people. And I can tell you
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some of the people that I've hired. It's a skill that I created. So now what I tell people is
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you have to put a post on wise hire, right? And you have to have one interview every single two weeks.
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Now I like a pre-lives and post interview process. The pre-G is anybody that sends a resume and
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you like it, you have to ask them to upload a two-minute video and answer two questions, right?
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What compelled you to, you know, apply for this job, right? And tell me what it is I can
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expect of you if you join the team. People are AI in a resume. This is AI like neutral. If you have
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to see if people follow directions in the process of self-selection and if they're technologically
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sound and how they look on camera and if they can speak, right, without sounding like Chubahla,
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right? So that's in itself. You have to constantly begin that motion going. Now when you're on an
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interview, you know, proficiency test because a lot of these loan partners, they're at loan paper
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pushers. You have to get very good in the art of discovery. You understand? So some of the questions
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I asked is I tell the loan partner to I say, you know, it's great to meet you. I'm just going to
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ask you some general proficiency questions because I want to see their eyes. I don't want them on
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chat GPT. I don't want any of that. I said, first question. We'll do some low-hanging fruit. What is
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FHA stand for? What's LTV stand for? What's DTI stand for? What's the difference between Fannie
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and Friday? If I was a fifth grader, you'll be shocked or maybe you won't be shocked. How many of
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them don't know the answers to that? Yeah. Yeah. Once they get past a hundred-dollar jeopardy
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questions, then I go a little bit more difficult. I want to know, does my loan partner to possess my
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five C's? Do they know cash, credit, capacity, collateral, and do they have communication skills?
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So I ask them cash, hey, let's do some scenarios. You get a bank statement. What's the top five
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things you're looking for in the bank statement? Credit, you get a credit report, top five things you
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look for, capacity, you get a pay stub, W2 bar, what do you look for? You get an appraisal. What's the top
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two or three things you look for? People just don't know how to interview and you'll be shocked
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how these people don't know how to answer it. Nah. The last thing we do GZ because I'm a tactical
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guy. I'm no fluff, all stuff. You understand? So what happens at the end of that call?
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Is I ask them. I say, look, I'm interviewing a lot of people. I'm really interested in bringing you
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on board. I have one last assignment for you. You're going to send me an email by 5 p.m. Eastern
16:32
tomorrow. And you're going to, you're going to three answers to three questions. Are you ready?
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They say, yes. I said, I want you to describe what culture you thrive under. What type of culture
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you thrive under. I want to know what you want in your career because I'm looking to grow
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levers here. And three is, I want to know what your compensation goals are. It's my three Cs.
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Now, gee, what I'm looking for is if they ain't taking notes, that's a problem, right? If they
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don't get me that email before 5 p.m. Eastern, it's a problem, right? If they can't write like
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an a professional, it's a problem. GenGPT for God's sake. I'm okay with it. At least you're
17:10
resourceful. But I'm going to know, what is your vision in goals? Are you just trying to be a
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loan officer on my team? Am I a rental loan officer for you until the market turns back? Do you
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really just want to be an underwriter? Do you want to be a florist? What is C? What they're thinking?
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And I also want to know what are their income goals? Not to negotiate against them. But if they
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can't follow direction and they're not taking notes and not writing it down and and and and
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explaining to me are articulately because you know a lot of these loan processors. They don't know
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how to type. So I hope that helps your audience understand. You have to go out there and get really
17:42
good staff and do not pay peanuts. Some of you listening to this are very, very cheap. When you pay
17:47
peanuts, you get monkeys. Okay. You've got to pay these people top dollar. Top dollar. Read
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them as one loan that you close a month back into your business and get human capital.
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I like that. That's a good one. All right, let's pivot a little bit. So that was a great lesson
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in like, you know, people. And so I remember, I don't know if you're back in the day. Remember
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the show? Perhaps the profit with Marcus Lomonas. And if you remember the show, he would come on
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and say a lot of process, baby. There you go. That's where I'm going. People, yeah, process,
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also nowadays technology. But let's, so this is kind of what you mapped out there was the people
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piece of that. Let's get into process for a second. Because I know you talked to L.O.'s, I
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interfaced with L.O.'s and they fell out of form before they come to me about like achieving a goal.
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Like, let's say this is, this is the thing. And L.O. feels out of form and they did, they said,
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oh, I did, you know, 12 or 15 units, 20, whatever it is. And they want to add, you know, let's say
18:38
they want to double their business. They want to go from 20 to 40 units this year. You with your
18:43
coaching hat on, how do you unpack test the waters with them to see how serious they are? But more
18:51
importantly, do they understand the task at hand? And specifically, what would need to be done
18:56
for somebody to double their units in 12 months? Okay, very timely question, right? It's
19:02
top of the year. February is Twitter's month. Okay. So a lot of people quit in February because
19:07
they're missing a few things, right? GZ. So I think I've become a master in, you know, goal setting.
19:13
Just over 10 years, I've gone out and I know this is a very difficult topic. So you're
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you're forming a really nice little layup here, right? In the balance box. So number one, what I want
19:21
people to understand is that really like a lot of sales people over estimate what they can do.
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So you know, you've heard this saying, I don't know who to credit it to, but people far over us,
19:31
maybe what they can do in a year and far under a mess than what they can do in 10 years. So we
19:34
got to slow down, right? So going from 20 to 40 units, unless something happened last year in
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your personal life, right? But that tells me right off the bat, someone doesn't know how to properly
19:45
set a blueprint. That's a big sign to me that this is an amateur I'm talking to because I like a
19:49
BTS system budget target stretch. Now, I don't judge them because I think at the end of the day,
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people need help, right? They never taught these things in school. The budget is you cannot go backwards
20:01
of what you did last year. So you got to do at least 20 units, right? You might have done 100 units
20:05
and you love your life. But we're not going backwards. The target has to be 20% growth minimum.
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The stretch is 40% growth. So 20 to 40 is a double. I'm about what what happened all of a sudden?
20:17
You got you got some magic kills and you're about to do 20 like, no, it's not going to happen.
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Like let's just slow down here. You understand? I'm like, we're going to be all right. If you do more
20:25
than 45, but like we're doing, we're doing a 10% 20% growth. You're going to double every five years.
20:29
Why? I came down a little bit because what happens is they just veer when they get disappointed when
20:34
they're not doing it, right? So realistic goals are important. Second is I tell them I say, look,
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we're going to set two very big goals. Okay? I don't want 15 goals. I just want to. And from those
20:47
two, we're going to get five action items. What I find when people complete this two by five
20:52
business goalsheet that I created. Gee, it's crazy. They'll say I want to have 10 new
20:58
realtors, right? That are A realtors. And then their action items are like, I'm going to,
21:05
you know, create videos from my client database. I'm like, one doesn't mess the other. Yeah.
21:09
Right? So what the power and goals is, they have to be very specific in terms of their hope of
21:16
what they want. The deadline and has to be quantifiable. I tell them, I am on Shark Tank.
21:22
I am Mr. Wonderful. If you're on stage and you're pitching me your business, I know you're either
21:27
a bullshitter or you're not a successful person. If you talk to me in generalities, you better be
21:32
specific and you have to think like you're pitching me on your business. So it should say I have
21:38
40 conversations a week, right? Or I work Saturdays. I will have three lunches a week
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with a new realtor or I work Saturdays. I will have one new realtor introduction from another
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realtor every single week. Like, you see how specific that is? Yeah. Generalities never work.
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So we have to first figure out, let's, let's tame your goals. Let's get the two big goals and
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we're going to live. Now, lasting. Okay. All right. I will tell you, G even, and I'm glad you let
22:06
me cook, right? Is I make them screen share their calendar. All right. I said, okay, guys. I got
22:13
a white glove. That's it. Oh, man. I said, let me see your calendar. And most of my biggest producers
22:18
are locked in that. I said, okay, where is your date nights? Right? Because if you're not winning
22:23
at everything, you wait winning at anything. You understand? Like, where is your date night?
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Where is your daddy, daughter date? That's what you told me you wanted me to do. You want to be a
22:29
better father? Okay. I like the Missouri State slogan. Show me, right? Don't tell me. I'm the
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show me state. Show me. Where is your daddy, daughter date? You understand how you're going to be
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a better father? Right? Show me your workouts. You want to be in good shape? Where is your workouts
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at? You want to read a book every month? Show me your reading time in the morning and what the book
22:44
is. Your calendar tells me everything about your character. And so I coached the best of the best.
22:50
I got no time for people to blow smoke. And here's what I tell them. I said, be very careful.
22:56
The promises you make with me because you're dealing with elite coaching because how you show up
23:02
with me. You are five notches lower for everybody else in your life. You got to bring it with me.
23:09
Because if you don't bring it with me, you're late for dinner with your family.
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You're giving a lot of powerless words. I'll probably be on time, honey. I'll try to go to the gym
23:16
tomorrow. Maybe we do this. I don't live in that land. I don't deal with weak people.
23:22
Yeah. Well, and this is a business that in some way in the audience.
23:26
Yeah. Yeah. So this is a business that will that will weed out, you know, those that don't have
23:32
a strong backbone or strong will or the ability to self-police, you know what I mean?
23:37
They're their actions and habits, right? That's what's out, guys. Everybody listen to this.
23:42
I got 102 degree fever. G is fighting cancer, right? G. Yes, sir. You're in Irvine. You're not
23:50
anything. Look at this. We lost my hair. All right. What do we? Bro, I'm sweating right now
23:58
on this hoodie. You understand? There is there is nothing that would have stopped me because I made
24:02
a commitment to you. Right. You made a commitment to me. Yeah. We're here. Yeah. A lot of people
24:08
get a paper cut and they're like, my whole week is done. I can't make this call. Right.
24:13
Tough enough. Yeah. Yeah. Amen to that. I love that. That's a good message because it's yeah,
24:18
man. I mean, you know, the wind blows. The rates change. This happens. That happens. Some people
24:22
when the rates go up, they have their best year ever, right? How does that happen?
24:26
It starts with something I know you believe in and that's mindset, right? Where would you place
24:30
rank mindset on the ability for somebody to achieve at a high level? Oh my god. What an amazing
24:36
and insightful question. At Go, we preach the three uns. Mindset, mind share, and market share.
24:42
Okay. Mind share is living rent free in people's minds, winning those points of thought, right?
24:47
And how you do that in the modern world is prolific content. Email newsletter, podcast,
24:52
Facebook, YouTube, register, and modern media. You got to win a lot of points of thought.
24:57
Market share is getting the fun of people, right? And getting them to like you and trust you.
25:01
You can be in a Ferrari with the most beautiful
25:07
spouts in the world. Have a lot of money in the bank. Big house.
25:13
But if you ain't happy with a cup of coffee in your hand, you ain't going to be happy on a yacht.
25:17
You ain't going to be happy in a Ferrari. You're that car won't drive. It all starts the mindset.
25:22
And we have to work that like I'm bringing on a mindset coach to go coaching. I invest
25:28
thousands of dollars a month with Todd Herman who wrote the book All Through Ego. He was Kobe
25:32
Brian's mountain performance coach. A coach of them every two weeks, right? It's the level I'm at,
25:37
right? Because I have a big responsibility right now for thousands of people. My mind's got to be
25:42
right. So that could be therapy for some people. That could be mindset coaching. That could be
25:46
being around the right people, journaling. Gee, what a powerful question. It's everything. Yeah,
25:53
yeah. Exactly. You got to get that right before you get anything else right.
25:56
That goes back to the question. I love how you kind of unpacked and you said, let's put a pause on
26:01
the Ella who wants to double their production in 12 months. Do you think that? Do they need to
26:06
check their mindset as well? Kind of like you said, pump the brakes and go a little bit like,
26:10
okay, time out. Go a little bit deep here. Do you kind of test for congruency on, let's see if
26:19
you actually believe this yourself first. No doubt about it, right? So what I do is I dig deep and
26:26
say, why is this important for you? Why do you want to do 40 units? Why do you want to do 16 units?
26:31
Where is that coming from? And then I asked them this. I said, what do you think? If you and I are
26:35
talking exactly a year from now, we had a delorean. We're going to go into the future or back in
26:40
the future, right? We're here in exactly one year from now and we're talking, right? What do you
26:44
think we might be talking about on that call that prevented you from doing these 40, 60 units?
26:50
Right. Ask your future self. Many of them are good at this. They'll describe vaguely what
26:57
stunted them from doing that. I said, now you're aware what's going to come across your past,
27:02
right? To prevent you. A lot of people, when they set goals, GZ, they don't prepare for the
27:07
bumps in the road. The inevitable bumps. And when they do, they get stunted and they get surprised.
27:12
But if you expect it, I'm going to hit a pothole. I might run out of gas, right? I might,
27:17
you know, get a flat tire, right? To use the analogy. It's all part of the journey, man.
27:21
Yeah. And if I'm here, I knew this was coming. Many of them do, don't do preventative mindset
27:27
things. The last thing I'll tell you on that, GZ, is I help them with all my coaches.
27:33
I inject in them that they're worthy and I have them talk to themselves a lot better.
27:38
Okay. So what happened is they have to start per week and they have to have an affirmation,
27:44
all of them. And one of the biggest affirmations I give them that they have to seek out loud. So
27:49
go coaching. We have a Monday mindset call every Monday at 930 Eastern for 30 minutes.
27:54
Hundreds of people join that. I might open up to the public, right? So what happens is we say,
27:59
all of you drop in the chat, what's your affirmation? Okay. And I want to see what their affirmation is.
28:04
So I make a lot of them say, I am a top loan officer. I do what top loan officers do, right?
28:12
I am a person that sticks to my time blocking. So they have to say that and write it to remind them
28:18
that, dude, you are a top producer and you do what top producers do. You understand?
28:23
So we have to make sure that our language is good, constantly saying that to themselves.
28:27
Right. We'll be aware of the self talk. Yeah. Okay. Let's pivot for a moment and have some fun.
28:34
I thought about like questions to ask you before this. And I think this might be a bottom line.
28:38
The framework on this is let's have fun. Let's have this little kind of town hall debate discussion.
28:43
I did this with somebody else before in the past and I thought it was a good conversation.
28:47
Because I see you obviously talk a lot about referral partners.
28:51
And let's just face it, you and I both know that it's easy to throw realtors under the bus.
28:54
And I'd like to riff for a little bit. If you're open to it,
28:58
you know, but maybe you're just going to give it one answer. You're going to say both,
29:01
which is totally acceptable. Realtors versus financial advisors, right?
29:06
Let's play that out. Like realtors versus financial advisors is one better than the other or how do you
29:12
put those in the pillars of, you know, sources of business. I think I want everyone to remember
29:20
this analogy. Okay. You're hungry and you're at the grocery store. Okay. You're not going to fill
29:26
up your cart with all broccoli. You understand? You're going to fill it up with some broccoli,
29:30
some asparagus. You might throw some cocoa puffs in there. You know, why not? Life is short.
29:34
You understand? But you're going to get some stuff. Right. So you can't, you can't, you got to
29:38
remember, like I want a diversification of people in your grocery cart, right? So like some
29:44
realtors are top calf liquor. Some are not, right? But you got to pick. Okay. Like George G G G G
29:51
I'll give you a great example, right? And I'll tell you Jeff, like when I have people come to my
29:56
home, people know I love cigars. Okay. I smoke the best of the best. But I have the chief cigars.
30:03
And so Jeff, when people come over, I'm like, how often do you smoke? They're like, like never. I'm
30:08
like, okay, here's this. I'm like, this cigar is amazing, right? It's a five hour cigar. I'm not
30:11
going to give them a 30 hour cigar for what? Right? Like they don't appreciate it. You have to
30:16
remember this everybody, right? You have to treat people fairly with your time, but not equally with
30:24
your time. So I want you to have lots of realtors, but don't put a gold ring on a peg. Now,
30:31
I'm not calling realtors pegs. I'm going to be very careful. You understand? Like some of them,
30:36
you're treating them so good, and they don't deserve how you're treating them, right? Like they don't
30:41
have a lot of business. They're not loyal to you. And it's like, you have to identify them very
30:45
quickly and know which shelf to put them on. Financial vibes is the same thing. So I want a diverse
30:52
grocery cart, right? And I want you guys to basically understand realtors, they're not all made the
30:59
same. Like my mom is an amazing saying, Jeff, in my language, in my native tongue of Farsi, right?
31:04
This is a mirror. You see these five fingers on my hand. They're all part of my hand,
31:09
but all five are different. The pinky does one thing. The index finger does one thing.
31:14
You got to think about your real is the same way. You guys all want your realtors to be one person.
31:18
Like they're all very different. Get a lot of them and understand how to treat each one and what
31:23
to expect from each one is what I would say. All right. Well, it's people seem to struggle with
31:31
approaching financial advisors and getting them on the bus so to speak, right? Realtors,
31:37
arguably are easier. There's more of them. They're easier to reach. There's less walls up. What's
31:41
your what's your hot quick take on your best practice for getting in front of financial advisors
31:47
and turning that into something meaningful? Well, everyone listening to this or watching
31:50
through this, right? To remember this. Every single year your career passes, right? You should
31:56
have a less percentage of reliance on realtors. When you start out, it's probably going to be 100%
32:02
realtors. But after 10 years, you understand you should only be about 30% realtors, okay? You've
32:10
got to take great care of your clients. Now, people use the word clients very loosely and I'm a man
32:15
of specificity. That's why I'm a 10th degree black belt because I live in the decimal points
32:19
in the nuance, right? There's a difference between a customer and a client. A customer transact
32:25
once. A client transact twice or more or refers you somebody else. Only 30% of your entire closed
32:33
database will be raving fans. No matter how amazing you are in your legacy, follow up process,
32:39
right? 30% will be loyal to you. You have to take, you have to identify which one those are
32:45
and create a really good system around taking care of them. Which, you know, if we have time,
32:49
I can share with you exactly what that system is, right? So you have to take care of your closed
32:53
database. Now, your closed data, basically, right? Many of them need a financial advisor or have
32:59
a financial advisor, right? So you have to ask them, hey, out of curiosity, I get calls every so
33:07
often around people needing financial advisor help. Like, do you guys have one? And if you do,
33:13
do you like him or her? Would you be open or referring to that? You'll be surprised. 30 to 40 to
33:18
50% of your people have a financial advisor or they need a financial advisor. You can just ask
33:22
your database man. Right? Second thing is you'd be shocked. If everybody put a post on Facebook
33:29
that says looking for a reputable financial advisor, drop your go-to below in my post, you'll get
33:35
15, 20, 25 people that will tag your financial advisor. Okay? Third, ask your realtors. A lot of you
33:42
have goals sitting in front of you. You just think your realtors are all about getting you home buyers.
33:47
You'd be shocked how many of them have a go-to financial advisor. So you just have to ask,
33:51
now why do I like financial advisors? There's a few reasons to be for everyone to understand this.
33:57
Financial advisors are a blue ocean. Realtors are red ocean. Red ocean, very bloody waters,
34:02
lots of hooks in the water, right? These financial advisors, GZ, what I love about them,
34:08
and I love Northwestern Mutual, Edward Jones, New York Life, Mass Mutual. I don't like Goldman
34:14
Sachs, JP Morgan, UBS because they don't do a lot of volume and they do a lot of superjumbo
34:19
and they get paid from their internal loan officers. Northwestern Mutual works with a lot of
34:23
early cycle buyers. It's the gateway to a lot of millennials in financial planning. So they get a lot
34:28
of ECBs, early cycle buyers. They have quotas to hit in terms of their activity. So you got to be
34:33
around them because usually people first start financializing as life insurance. So you got to have
34:38
a lot of these guys around you. Northwestern Mutual agents, the financial advisors, they don't
34:42
refer you as multiple lenders. They don't call you after hours. They have more influence on their
34:46
buyers. You understand? They have sticky referrals and you'll have a lot more happiness in your
34:54
week because if you call realtors every day, you're going to get annoyed. So I like to have diversity
34:59
in my week who I'm working with just for my own mental piece. Yeah. Yeah. What do you think the
35:04
biggest mistake though is for on realtors for a second in terms of the approach that most
35:10
delos have when they're pursuing realtors. Every loan officer should have what's called an LVP,
35:16
a lender value proposition. I don't like to call the elevator pitch because I don't like the word
35:20
pitch. I don't like it to be called a what is it a unique summing proposition because I don't
35:26
want to sell. I like the word LVP because it's for value proposition, right? So what I do is my
35:32
coaches and I work immediately with our LOs to first understand what's unique about them. Every
35:37
law officer has something unique. They have to approach realtors in a way that's a P30, a perfect
35:44
30 second approach. And the first 10 seconds is important verbal real estate, right? Now it's a lot
35:52
easier when you use modern marketing to warm up their socials so they see you, right? You reduce
35:56
tension, increase trust just through persuasion tactics. But when you get in front of a realtor,
36:00
number one mindset thing is you make a decision if you want to work with that realtor. Don't forget
36:06
that, right? So you have to approach a lot of realtors and say in my brain, my mindset is I'm not
36:12
even sure if I want to do business with this realtor. Physiologically, you're detaching from
36:16
the outcome, which is very important in attraction sound, right? So number two, tactically, right?
36:22
GZ is you have to do a little pre-cost talk, a little pre-PCS. You got to do a little affirmation
36:27
and what the stands to mix the realtor stand out. But you have to have a 30 second proposition
36:32
of what separates you from other loan officers. And every single person listening to this,
36:37
I promise you, if you gave me 15 minutes, I will give you your perfect LVP. And now you're loaded
36:43
with what to say when you approach these agents. The last thing I'll say, the new ABCs of sales
36:49
is not always be closing. I want you to always be cool. Just because they say NO, it means KNOW.
36:57
They said NO, but they know you now, right? You've got to be patient with them because you don't
37:03
want them to meet with you so quickly because if they meet, they cheat. You understand? So the
37:08
bottom line I'm saying is some of you listening to this, you're overselling a small audience.
37:14
You need more because you're too clingy. That's so good. Overselling a small audience and you're
37:21
too clingy. Yeah. I would say like you got to go wide before you can go deep, you know, especially
37:26
if you're in the first 10 years, like you said earlier, you know, it's exactly right.
37:30
Yeah. All right. Well, it's my giving them some, am I giving them some gems? I mean,
37:33
I don't know what? Yeah, man, you're dropping some mad gems. Now, we're going to pivot in a second
37:36
to talk about how people can engage with you more. You're obviously doing this amazing thing with
37:40
growth-only coaching. You've got growth con coming up later this year with an amazing lineup of
37:44
events and speakers. I want to transition to that once I issue this final question. And I think
37:48
it dovetails into specifically your coaching platform and your upcoming event. I see you use
37:53
the phrase a lot modern L.O. Can you articulate briefly what is the difference between a traditional
38:00
versus modern L.O. Like what does that mean to you when you say that? There is a modern
38:05
loan advisor and a traditional loan officer. Okay. When you think about your tax advisor,
38:11
you don't call him or occur your tax officer. When you think about a financial advisor,
38:15
you don't call my financial officer. You understand? You don't call your attorney a legal officer.
38:20
You call him a legal advisor. You understand? So what does this funny little buzzword advisor mean?
38:25
Okay. A loan officer only shows up on this transaction to be had. A loan advisor shows up
38:33
when there is or there is not a transaction to be had. Okay. So I want you guys to replay
38:39
what you just heard because someone you knock my hands on here, you're very transactional.
38:44
Okay. You don't know what to say and you only want to reach out to people when you need something.
38:48
Terrible way of thinking. Okay. Second, the modern versus traditional. Modern is embracing
38:55
social, excuse me, business media. Right. You depending on your tacky, cheesy corporate marketing
39:02
company department to send your little spring forward and fall black emails do not work anymore.
39:08
People don't like fancy logos. They want you. So you have to learn how to be seen before and
39:15
after you are no light trusted and loved. And that starts with understanding social media. Right.
39:22
So at my heyday, how goes fond. I come from a very famous coaching community, which I'm not going
39:29
to mention, but a lot of people know. Okay. They reach a lot of traditional fundamentals. I am
39:35
the modern fundamentals. You understand? Nobody listening to this will outpost call me. That's how
39:40
confident I am. You bring me your best co-caller. You put them on stage. I'm a bury him because I come
39:45
from nothing in this business. I've made more co calls than anyone that you know and I'm sick with
39:50
mine on the phone. Okay. It doesn't need to be that hard. Once I learned how to be seen on Facebook
39:57
among thousands of agents, they started to get familiar with me because I was delivering value
40:04
in advance every day for them. So when I called, the tension was a lot lower and the trust was a lot
40:12
higher. That is what's called being a modern loan advisor. Interesting. You used to term earlier
40:18
pre-swashing from Chaldeony, right? The book. So I think that's kind of what you're talking about
40:23
there with leveraging the social modern tools, right? That pre-swashing. That's exactly like,
40:28
oh, you got to promote your business. And you got to prosper. Yeah. Great marketing. Like,
40:33
there is a famous event that I don't really, I'm not a fan of. Okay. And I'm not a hated. We've
40:38
got to remember that. Okay. I don't like it because it's like you're paying all this money
40:44
and you're learning how to make videos, but you think those videos are going to be a great
40:48
cop out to your salon. No, it's not. Marketing and AI are augments to you selling. Do you understand?
40:57
So if you put great videos out there and you learn how to create content, do you understand?
41:02
That stuff won't convert unless you know how to sell in the DMs with your thumbs.
41:07
You know how to sell on the phone with your mouth and you know how to sell in person with your
41:10
feet. You understand? Unless you're a very small slither of loan officers that know how to do paid
41:18
content marketing at still. But most people listen to this. They don't know that. Right. Right.
41:24
Which, all right. I was going to say one. Well, that was the last thing. But actually,
41:27
this is a great way to put a cap on this conversation and give you back your day because I grabbed
41:32
a screenshot of something you said, which is understanding how to illustrate your value verbally
41:39
and textually will open doors you won't believe. Like that is it right there. What you're talking
41:45
about is selling. Like you have to be able to illustrate your value verbally and textually.
41:50
Don't just riff on that for 30 seconds. Let's let's the land of land.
41:55
My someone asked me the other day on another podcast. Amira, what is your greatest
41:58
possession? I said, it's my skills. They were looking for a tangible answer. In life,
42:08
you are paid based on the level of value you bring to the marketplace. And that all happens
42:14
through your relentless acquisition of skills, domain skills, not how to make an origami paper
42:21
you understand? So I tell people level one is add value inside yourself every day. Read the books
42:29
that you're struggling with. Like right now, I'm reading atomic habits again. I want to really
42:33
dial in my habits, right? I read a book every year. My whole community is reading that. So I'm
42:37
learning to be a better when it comes to my standards. You have to add value inside yourself,
42:42
right? Product intelligence, all those things we talked about earlier, okay? Because this success,
42:46
as you know, a glory bait and say, it's not own man. So there's this rent and this rented is
42:49
do everything. Things are moving. The rent is due every day. Things are changing so fast.
42:54
Number two, you have to illustrate your value. You have to every day share with your audience
43:00
what your value is at scale through different platforms, right? Three is you have to invite people
43:08
to experience your value. Add value inside yourself, illustrate your value to others,
43:14
and invite people to experience your value. You have to ask people for the business. Some of you
43:20
are listening to this. You have really good loan skills, but you know why you're frustrated that
43:26
you're not getting more business because you're like the really good looking guy at the bar
43:30
that comes from a great family that has a lot of money, right? That gives his time to not for
43:36
profits, but you're winking at the girl across the bar in the dark. You need to walk over and
43:42
introduce yourself. You have to be more visible and you have to continuously be more able.
43:48
And you have to ask people. I love the marriage between more visible and more capable, right?
43:54
You got to have the skills to be able to convert on that visibility. So speaking of
43:58
developing, let's let's jump into this real quick. Speaking of developing skills, there's there's
44:02
two primary ways I know that you help elbows do this and you and I have some mutual clients as well
44:07
and I always hear grave graven fans of people that are in your growth only coaching program.
44:12
Plus you have this annual event coming up, which has a mad lineup. Dude, take the mic. Just riff on
44:17
for those listening and those are who are thinking about coaching. Do I need coaching? Should I check
44:21
a mirrors out? What do you want to say on that? And then just real quickly, we'll put all the links
44:25
to this in the show notes. Yeah, promote promote your event. Man, go. You got two minutes. Rock. Okay.
44:31
Let's let's go. So listen, you guys, you hit me up on IG at Amir Sayad AMIR S-Y-E-D. I put
44:36
our content every single day again, right? Yes. You need coaching. You need marriage coaching. You
44:41
need fitness coaching. You understand the greatest shortcut in life. You have to have people tell you
44:46
your blind spots, right? So that's number one. I have nothing to sell you. You join my coaching. You
44:50
don't join my coaching. Go get a coach, dude. You don't know it all. You understand. Don't be a
44:54
kea. Don't be a no at all, right? Don't do that. You have to have a high AQ intelligence. Okay.
44:59
If it ain't broke, break it anyway. Some of you think you're you're all that. You're not. Okay. Stay
45:04
humble. Go get a coach. Number three. In 2012, I was in a very bad place. I was broken in my
45:11
pens, physical, emotional, mental, spiritual. I was working my ass off 70 hours a week, barely
45:15
doing a million hours a month. Okay. And I picked up the book, Napoleon Hill, Thick and Grow Rich.
45:20
And one of the things he talks about in that book, which is the masterminds, the power of masterminds.
45:25
I said, I'm just not around a lot of people that are successful in the mortgage business. I'm like
45:30
the Philippines on one of these thousand islands. You understand? I need to be a part of a community.
45:35
Napoleon Hill is right. So mortgage masterminds summit comes up in 2012 in Vegas. I go there. I sit
45:40
front row. You understand? First guy that comes up, I swear I thought he was drunk. Second guy,
45:45
guy that comes up. I've been divorced four times. I'm like, okay, I don't if you're not
45:48
winning and everything and I'm winning anything. Third guy comes up, maybe feel and everybody in
45:52
the audience, we were pieces of shit. I didn't like that, right? Sport guy came up couldn't
45:56
articulate what the hell he was doing. So I'm like, is this guy really doing the work? Finally,
46:00
two guys came up, Todd's FEMA Josh Sigmund. You understand? There was no lights, no fog machines.
46:05
They just got up and they're like, this is how you make a million hours a year or 40 hours a week.
46:09
Right? And I'm like, okay, I like these guys. They're like, I do this, this, this. And I'm like,
46:12
that sounds like a Toyota Camry. It's like, it's very basic. These guys are coming up with
46:18
spinners and nests. And I'm like, I like this, right? I like the basicness of it. And there's no
46:22
fluff in it. So I joined that community. And it took one event in person to have me understand what
46:28
other people are doing and learn. GrowthCon happens every May and October. I'm on a mission
46:34
to make it the number one event in all of mortgage. Okay? It's growthcon.com, right? And I'm
46:42
happy to give everybody that's GZ's listener. I'll send them an email to give a discount code.
46:47
You need to be in this room. We got Dr. Benjamin Hardy coming in. They're like the book 10X is
46:51
the new 2X. We got Chris Boss coming. Never split the difference. You understand? We got, we got,
46:56
we got so many speakers. We got breakout sessions. There's a two day period. You will not be the same
47:02
when you walk out of that room. Okay? And so you got to have different things in your life that
47:07
you're around. Like GZ, I saw you went to Alex or Moses acquisition dot com headquarters, right?
47:12
Were you a different person when you came out of that out of that? Yeah. In many ways,
47:16
that shifted my mindset at a minimum, for sure. That's the bottom line. You got to be in these
47:21
right groups of entrepreneurs with people that have the results that you have. All of you get out
47:25
here. Yeah. Like getting around that room of other people that are at a different level with you.
47:28
It's like playing tennis with somebody who's better than you. You can't get better until you
47:32
have somebody challenge you who's better than you. So very similar to being in the same, the right
47:35
rooms. You know, Jeff, you make a great point. Why I love growth, Khan is because you're learning from
47:42
other entrepreneurs in different industries. Yeah. Yeah. So you're not just learning from
47:47
mortgage people. You're learning from other entrepreneurs authors, right? They have
47:51
agnostic principles, industry agnostic principles. We're lifting the way you think. Like I'm going to
47:57
really, really big mash mine. Okay? I have some of the world's best entrepreneurs in this group.
48:01
Okay? You might know some of these people. We go to Dubai and go to these places. They're very
48:04
famous people on YouTube. You understand? The things I learned about how they do their business,
48:08
80% is relatable to the mortgage business. And I go get that stuff and I implement it. Right? So you
48:13
have to have outside not industry console from experts. And then you also got to learn industry
48:18
console. Right? So you have to have a repertoire of how you're learning and you have to force yourself
48:22
to go to an industry event. This is what that event is in Chicago, May, if and six, two day event,
48:29
you need to be in that room. You guys get get a bus ticket. Whatever you got to do, be around the
48:33
people. You are one contact away from blowing up. One contact. Yeah. Amen. Amen to that. And
48:42
there'll be a lot more than one contact there. There'll be obviously a bunch of ideas and stuff.
48:45
So we're going to link this up in the show notes. People go check it out. I know for the coaching,
48:49
it's like, Hey, schedule a call. See if it's right for you. It's not notice, don't sell
48:53
speech or nothing. So like I said, I mean, I probably talk, you know, you and I both talk to a
48:58
lot of fellows, but I haven't heard one person say anything negative about your coaching or that
49:03
they're not getting tremendous value. And those who are investing themselves, the ROI is there,
49:08
right? So a mere man. Listen, I know you're not feeling great today. I got my thing. I'm dealing
49:14
with man. So I'm glad we're able to finally carve this out and make it happen. I want to thank you
49:18
from the bottom of my heart for having me on. I've been listening to your stuff, man. I gave you
49:22
a huge shot. Oh, I think you're one of the top three podcasts right now in general. I mean,
49:27
the way you ask questions, I hope everybody got some value out of this and they just, you know,
49:31
fill their travel time in the car or their treadmill time and just learn for some of these great
49:35
guests. And I got to tell you, Jeff, for you to be here with everything you got going on,
49:39
I like it, man. And I love it, right? You're a testament to just discipline and commitment, dude.
49:44
It's an honor being on here, man. Thank you. Now, it's not only having you as well. So everybody
49:48
you know what to do. Check the link to show notes. If you, here's what I want you to do. His Instagram
49:52
and LinkedIn handle will be in the show notes. So I want you to share. I want you to connect with him,
49:56
you know, follow him, but DM him the one big idea you got from today. Whether it's Instagram
50:02
or LinkedIn, go find the DM and say, Hey, Amir, here's my one big idea from Jeff's podcast. So
50:07
Amir, brother, I know we'll see another person soon. I appreciate you being here. Everybody
50:11
else, you know what to do. We already told you link in the show notes. DM Amir. We'll see you on
50:15
the next one, guys. Let's go. Yes. All right, baby. See you guys.