Latest / Mortgage Marketing Radio / The No B.S. Guide to Unlocking Trust With Clients and Partners

Transcript

The No B.S. Guide to Unlocking Trust With Clients and Partners · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
real estate agents is essential for success.
0:06
However, finding effective ways to secure agent relationships can be a challenge.
0:11
With so many mortgage loan originators vying for the attention of real estate agents,
0:15
it can be difficult to stand out and establish meaningful connections.
0:20
Our new case study featuring loan officer Chris Coghill is a must-read.
0:25
Chris has closed a remarkable 36 million in funded loans from agent referrals.
0:31
And in this case study, he shares his proven strategies for building strong relationships
0:35
with real estate agents and leveraging those relationships to drive more business.
0:39
To get your hands on this resource, head over to locastudy.com and download your free copy
0:45
of the case study today.
0:47
You'll find actionable insights and practical tips that Chris used to close 36 million
0:52
in funded loans from agent referrals and how you can, too.
0:56
Don't miss out.
0:57
Go check it out right now.
0:58
Visit locastudy.com and download your free copy today.
1:06
Hey, what's up, it's Jeff, this is Jeff, the host of the Mortgage Marketing Radio
1:13
podcast.
1:15
This is the place where we help loan officers like you get more agent referrals so you can
1:19
become the go-to lender in your local market.
1:22
How do we do that?
1:23
We get you in front of agents at scale, leading with education, helping you implement a proven
1:28
system for closing more loans without having a cold-called chase or put up with negative
1:33
we need head agents or ever copay for leads.
1:36
We do that through the Mortgage Marketing Pro membership and here's my success story
1:40
of the way coming at you hot from Kevin Hollerman, Kevin, what's up.
1:44
So we've been leading with teaching chat GPT as a class to real estate agents across
1:49
the country and chat GPT is hot right now and so it's getting a lot of attention and
1:53
we're getting engagement in front of agents.
1:56
Kevin had 74 agents registered for his chat GPT class, 36 of them showed up.
2:02
He did this class over Zoom and he called all of them afterwards and at last time I talked
2:07
to Kevin within about 24 hours or less of that call.
2:09
He had two in-person meetings scheduled right out of the gate.
2:13
But many of the calls he said actually wound up being conversations about business, about
2:19
partnering, about being coming the lender of choice, if not at a minimum, the second
2:26
opinion letter.
2:27
So guys, the name of the game now is Get in front of real estate agents, grab market share,
2:33
get in front of the right agents to build your pipeline of relationships that leads to
2:37
referrals for the spring and summer market which is definitely coming as you know.
2:41
So if you want to learn more about how Kevin and our other members are doing this, you
2:44
go over to mortgagemarketing.pro, go check it out.
2:47
There's a brief video from me there.
2:48
There's a bunch of other success stories and if you want to schedule a call, that's where
2:52
you do it.
2:53
Grab a time on my calendar, we'll chat, we'll get acquainted, we'll unpack your business,
2:57
we'll see if we are fit for each other mortgage marketing.pro.
3:00
Okay, my special guest this week has been on my hit list for some time.
3:06
I'm talking to Shivani Peterson.
3:08
She is a superstar mortgage originator out of the Reno, Nevada area and she is doing
3:13
some amazing things with creating positive impact in people's lives in a lot of different
3:17
ways and taking what I think is a unique approach to conversations, authentic conversations
3:24
if you will with both her clients and referral partners.
3:27
And I want you to go check out her links in the show notes, Instagram.
3:32
This is where she gets most of her business, by the way, and she's the top 1% mortgage
3:35
originator, top producer at her company, right?
3:38
Always in the number 1 position or number 2 at in a rare instance, this other person creeps
3:43
up with a line and takes the number 2 position, but she's number 1.
3:47
In my heart and will be a number 1 in your heart when you get a chance to get a sense
3:51
of who she is through this fantastic interview.
3:54
So Shivani is going to unpack with unpack the concepts of authority and being real and
4:00
authentic and what that means for you and then building a community and getting clear
4:05
and identifying who your ideal client is, what you've often referred to as your customer
4:09
avatar, right?
4:10
She'll unpack who her customer avatar is and some surprises that she realized about that
4:15
after some time.
4:16
She'll walk us through some of the talk tracks and strategies she uses with both consumers
4:21
and referral partners to create a very successful, high profit business.
4:28
That's just doing very, very well.
4:30
So I hope you enjoyed this podcast episode.
4:32
I know I did and I learned a lot and I feel like I'm a little bit better of a person
4:37
through this conversation.
4:38
So if you like this episode, you know what to do, leave us a review, even better, share
4:42
it with somebody or reach out to Shivani on Instagram and let her know that you heard
4:46
the interview on this podcast and that you just want to thank her for that.
4:50
So without further ado, let's get into this week's show, Shivani, welcome to the show.
4:56
Thank you.
4:57
I'm very excited.
4:58
I am too because I should have had you here sooner.
5:02
What took you so long to get here?
5:03
What took you so long to find me?
5:05
It's not like you're hard to find, right?
5:08
I apparently am because this is like a reoccurring theme to the start of many podcasts and
5:14
interview is just in general.
5:16
Seriously?
5:17
Yeah, I mean, watch anything with like Dave Savage and he's like, I don't know how I didn't
5:22
know about you.
5:24
Well, looking, you come from a family, obviously, of two brothers who all three of you have
5:28
a very strong presence in the mortgage space.
5:30
So eventually, we're going to get to you all.
5:33
But that must be, I'm curious, like, what are you with the dinner table the night out?
5:37
You know what I mean?
5:38
Like, what do you got?
5:39
You guys talking shop or what's going on?
5:42
It's funny because like our spouses would get really irritated.
5:45
My mom gets really mad when the three of us are together, like Thanksgiving or Christmas
5:49
because we're all always like talking about work.
5:53
And now, like, work's gotten so, like, vast.
5:56
It's not just loans.
5:58
It's like, there's all the other things that each of us are launching separately.
6:02
Like we all have our own, like, online brands and communities that we're growing.
6:07
So we're always like talking about that stuff, too.
6:10
But then like on the other side of the coin, like people at the office will say, like, have
6:13
you gotten in touch with Neil about that?
6:14
Yeah.
6:15
And I'll be like, no, I've talked to him like every day, but it's been about my dad or
6:18
kids or something else.
6:20
And then sometimes it's like the other way around.
6:22
We don't talk about work because we have other things to talk about.
6:25
And this makes me curious, in terms of the, you guys doing your own independent things,
6:32
was there any like, you know, talking amongst yourselves about that?
6:36
Or did you just kind of, each of you find your own paths?
6:39
No, we talk about everything for sure because like for me, Neil has been telling me to
6:46
launch a course for like the last three years.
6:49
It's just that I didn't want to do it until I was super inspired of something and like
6:52
the platform for it in the basis.
6:55
So when I did it, I wasn't talking to him that much about doing it, but when people would
7:00
ask, he'd be like, well, yeah, I've been telling her to do that forever.
7:04
That's awesome.
7:05
Well, I'm, again, I'm plotting you kudos to do you doing that.
7:08
What brings you here today to this right now is I attended the Modern Mortgage Summit
7:12
in Vegas at which you were one of the speakers and you did a great job, by the way, kicked
7:17
ass up on stage.
7:18
I know it's not easy, especially when you got a camera and all these people watching virtually,
7:21
right?
7:22
All this stuff in your head.
7:23
Like, how do you figure that out?
7:25
But I loved what you had to say there.
7:26
So that's why I wanted to talk about in a moment before we do for those who may need to
7:30
know who Shafani is.
7:31
Why don't you give him the brief backup, back, rounder.
7:35
There we go.
7:36
So I'm a loan officer.
7:37
I've been in mortgage lending for about 10 years and then a few years ago, I got on
7:42
the map with a lot of people because I started doing more content.
7:47
I started creating content on Instagram and YouTube and Facebook.
7:51
And I just try, I think like, you know, the conversation, the more open we make the conversation
7:56
about anything, the better it gets.
7:58
And so I've been approaching my content with this like unfiltered approach to money.
8:04
Like let's just talk about money.
8:06
I mean, the example I give a lot is that being a mom, being a parent in general, got a
8:11
lot better for our generation than our parents because now everyone talks about how hard
8:15
it is.
8:16
Like our, our moms had to just like do it on their own.
8:20
There wasn't even like a platform for information to be easily shared, but also like women didn't
8:24
talk back then about if parenting was harder, what their struggles were with their husband
8:28
or trying to find balance at home.
8:30
And now everybody talks about everything and it's gotten so much better.
8:34
Like it's so much easier to be a parent and there's tools that you can access and people
8:38
are constantly striving together to be better at it.
8:41
So why can't we do that with money?
8:42
Like why can't we do that with mortgages in real estate and trying to like achieve financial
8:47
freedom?
8:49
So I started putting out content to just like speak to that in a really unprofessional way.
8:55
I mean, you could honestly say.
8:57
So I guess that's how I got on the radar and it really did amazing things for my business
9:02
too.
9:03
Well, it reminds me of, you know, and you mentioned this on your talk is I wrote that down
9:07
by the way, you can see here.
9:08
I'm not lying.
9:09
The camera.
9:10
Maybe it shows it.
9:11
There we go.
9:12
How cool is it to be in like one of those books?
9:14
I know, right?
9:16
But I think that's what's refreshing about you because money, I was thinking, oh, it's
9:20
the final taboo.
9:21
Like, you know, we can't talk about money, right?
9:24
But I do love the fact that you are bringing that to the surface and talking about that
9:29
because why not, right?
9:30
Yeah, why not?
9:32
Why not share what's really working?
9:34
Yeah.
9:36
You had a post the other day.
9:37
I think it was an Instagram reel that you were kind of coming out of from the angle of
9:42
you, you wanted to be there for people that they could trust in you and have confidence
9:47
in you to, you know, you didn't want to be the person who was going to judge the, you
9:52
know, the multiple trips to DoorDash or whatever the heck it is, right?
9:55
Look at their bank statements and go, oh, wow, look at you, right, hitting a total
9:59
wine and more.
10:01
The truth is that like we don't have time or the brain space to judge people like
10:06
that because there's way too many mortgage guidelines, like there's way too many other
10:11
rules that I'm checking and making sure aren't being broken to even have the bandwidth
10:16
to see how many times you go to Starbucks.
10:18
Right, right.
10:19
And I thought that was really cool because no one has at least that I've seen, no one's
10:25
mentioned that thought that is going through our minds.
10:30
Now, I can, I will say this is true for me because I recently were looking at buying
10:35
a second home and I, you know, did this whole obviously prequel thing.
10:38
And that's the thing that hit me.
10:40
I'm like, shit, look at all the DoorDash hits we got for you though because that's like
10:45
so reflective.
10:46
You can think about like, are you okay with that number?
10:50
No, I'm not.
10:51
It needs to be.
10:53
But aside from that, what you talked about resonated, I think.
10:57
I don't hear anybody else bringing, like bringing that transparency to, I was like, look
11:01
it.
11:02
Yes, we get to see behind the curtain, the kimono, whatever.
11:05
And hey, there's no judgment here, you know, and I think even like when I talked to
11:11
my friends about money or when I talked to my friends probably about anything or even
11:16
not my friends, the acquaintances that I cross in the street, I'm just like that.
11:20
I'm just unfiltered.
11:21
I just say things.
11:22
And then, you know, we'd go out to dinner the first few years that I was in this industry
11:26
and someone would ask me like a kind of vague question about what they should do with their
11:29
student loans.
11:30
And I'd be like, well, how much is in your bank account and what are you putting your money
11:34
towards right now?
11:35
And what are you earning?
11:36
And my husband would be like kicking me into the table like, you can't ask those, but
11:39
I'm like, but they asked me something, I'll have all the information I need to answer
11:42
the question.
11:43
True.
11:44
True.
11:45
So it's been like, why does there have, why can't we just talk about this stuff?
11:49
Like, we can help each other.
11:51
And I think in today's day and age, right, we want that because you said, the other thing
11:56
you said at your, at the conference during your session was, and you've stressed this,
12:00
you better be real, right?
12:04
Truthful and authentic.
12:06
Well, how many people are putting out content and they're like, it's not working.
12:10
I'm like, well, are you being real in your content?
12:14
Because it will work if you're being real.
12:16
And by being real, you may be real to you and you're unique.
12:19
Yes.
12:20
Like, you can't, whoever's listening to this, if you were not an unfiltered person, then
12:25
don't use my strategy.
12:27
Figure out yours.
12:30
It makes me just wonder, you must have been like this for probably most of your life.
12:35
I'm guessing.
12:36
I have two older brothers, like, I have to be kind of aggressive to be heard, right?
12:42
And here's another example of that.
12:43
And we're going to put links to all your stuff in the show notes, Instagram, but one of
12:46
the things I did was opt into your newsletter, just because that's what I do.
12:50
But I love the fact that what you say is, no spam or sales bullshit will ever hit your
12:53
inbox.
12:55
Like that's, that's transparent, you know, it's refreshing too, because what do people
13:00
think?
13:01
I'm about to opt in.
13:02
I'm going to get sold a bunch of crap, right?
13:05
No.
13:06
Yeah.
13:07
I did do clickbait this last newsletter that with the Trump thing.
13:10
Oh, really?
13:11
Which, what did you use?
13:13
I just said, how will the Trump indictment affect real estate?
13:16
Oh, that was the subject line and the headline and then the video had nothing to do with
13:21
that.
13:22
And I said it right away.
13:23
I said, I just wanted you to click the link because I actually don't know if it's
13:26
going to affect real estate at all.
13:28
It's your honest, but that is what we see a lot of people on YouTube doing.
13:31
Don't we?
13:32
Yes.
13:33
All those friggin leading headlines, you know, why the market's crashing and then the
13:36
videos about why the market's not even crashing.
13:40
I feel like fair enough, we've got to get in, change the narrative here, like everyone
13:44
needs to stop freaking out about the market crashing and pay attention to some other things
13:48
that are equally concerning, but not the market crash.
13:51
Yeah.
13:52
Any examples of those?
13:53
Well, interest rates, right?
13:55
Like, they've been this huge variable wild card all year long.
13:59
And I think they're going to continue to be following the bank collapses.
14:02
I think the great news is that we're probably away from 7% for the rest of the year.
14:07
Like, is there going to be another black swan event this year?
14:10
Typically, we say there's one like every couple of years.
14:12
Now, I don't know, there might be one a quarter.
14:14
So interest rates are much more of a concern than home prices tanking, but everyone wants
14:20
to talk about home prices, tanking and not think about interest rates, which are really
14:23
the biggest variable driving the housing market and the biggest risk in the housing market
14:26
this year.
14:27
So this makes me curious, what do you, so you're up in the Reno area?
14:30
You've been in this business this 10 years, by the way, I forgot to ask, give us a sense
14:33
if you could last year's production, if that's a good metric, you want to talk about units
14:38
and volume.
14:40
I know you have that handy, right?
14:42
I hate talking about that because it's like, oh, well, I know everybody's like, well,
14:47
should we even listen to you?
14:49
Are you even credible?
14:50
Why?
14:51
That's not why.
14:52
By the way, that's what I ask on every episode.
14:55
I'm the top producer for my company in 2020 and 2021.
14:59
The numbers just came out for 2022 and I'm really struggling with being number two.
15:03
I'm working on myself and who I am as a person.
15:06
If you get past that, I had a baby last year, but I lost to a guy, the same guy who was
15:13
number one forever until I unceded him for two years and now he's freaking back.
15:18
He's not as nice as you though.
15:19
He's pretty cool, actually.
15:20
He's really nice.
15:21
All right.
15:22
I don't even know what you're talking about.
15:24
Okay.
15:25
I mean, I knew you were obviously a top producer, but I have to ask what I asked just to give
15:30
the context there.
15:31
You're right.
15:32
Some people do kind of put that filter on that, but that's a bullshit filter.
15:34
If you ask me, because there's a lot of amazing things that somebody could be doing, even
15:38
if they're not top one percent or whatever, you know, all those things.
15:41
Yeah.
15:42
And how do you get that?
15:43
Like, I'm pretty sure I'm top one percent, but how do you get that thing?
15:45
You apply for it.
15:47
Where?
15:48
You submit your info to the various magazines and all the people who like publish that
15:51
crop and you say, hey, feature me.
15:52
I'm your top one percent.
15:53
Oh.
15:54
Yeah.
15:55
It's awesome.
15:56
Yeah.
15:57
Yeah.
15:58
All that.
15:59
To be in the squad, it's a guy.
16:00
You have to submit your information.
16:01
And there's a process.
16:02
I'm waiting for them to call me.
16:03
Oh, no, no, no, no.
16:04
You've got to submit the app with the whole units and they've got to verify it in some way.
16:06
I don't know how they do it.
16:07
I'm glad.
16:08
You're talking.
16:09
Okay.
16:10
So find the real fear.
16:15
What I gather from what you talked about, find the real fear is that that is like a thread
16:19
for you when you're talking with potential clients, we're for all partners.
16:23
Yeah.
16:24
Because people have all these objections that we put in our own way and what's really amazing
16:28
about us as human beings is how quickly we believe our own lives.
16:32
Like when I tell a story, it gets better every time.
16:35
You know, the story gets more engaging every time I tell it, but at some point, I forget
16:40
the original story.
16:41
Like I forget how it really happened and I've made myself believe the exaggerated version
16:45
is what actually happened.
16:46
Well, we do that with like what we tell ourselves we can afford and we do that with what
16:51
we tell ourselves like the trajectory of our life is going to be.
16:54
So we very quickly believe our own lies.
16:57
And so when someone's telling you, I'm not buying a house because I'm scared of a housing
17:00
crash, well, I want to know like how did you, how did you become scared of a housing
17:05
crash?
17:06
What makes you believe there is going to be a housing crash?
17:09
What would a housing crash mean for you?
17:10
Why is it so terrifying?
17:11
And when you like get to these things, then you find that, oh, it actually has nothing to
17:16
do with the housing crash.
17:17
There's some trauma from their childhood or there's some relationship with money that
17:21
needs to be sorted out or there's some fear of not being able to qualify or not being
17:24
able to live in the neighborhood they want to live in or something that they've put in
17:28
there, some roadblock they've put in their own way and you can waste a lot of time answering
17:32
about a housing crash and like all the data of why we're not going to have it, but that's
17:36
not going to make them feel any better because it's not their real objection.
17:39
So if you can find the real fear behind their objection, then you can actually help them.
17:44
So I'm makes me curious then how you get to that.
17:48
It makes me curious of a bunch of different things simultaneously.
17:50
Like what your loan app process is, is it online versus a conversation?
17:55
How long is it?
17:56
You know, because you're going a little bit deep here.
17:57
Yeah.
17:58
So I still use like an online app.
18:00
I have people fill that out.
18:02
Before they do that, we have a quick phone call like 15 minutes.
18:05
But then after I've qualified them, I get face to face to have this like therapy session.
18:14
Now face to face.
18:15
Now to have a buyer consult where we go over their plan.
18:17
I mean, one of the strategies I teach in my course is about how you find these hidden
18:22
fears.
18:23
And then there's a whole nother module, which leads you to be able to do it, which is
18:27
about awkward silences and just letting people talk.
18:31
And where did you get your training or education on finding these hidden fears from doing
18:38
it?
18:39
But then after being a top producer for a couple years and then building a brand online
18:44
and realizing that that I was doing things a little differently than my brothers were
18:47
doing them and a lot different than a lot of other loan officers were doing.
18:52
And my mom's a therapist.
18:54
I was like, I'm really interested in psychology.
18:56
So I started graduate school to get a master's in marriage and family therapy for like three
19:00
reasons.
19:01
One, I realized it was a psychology component to what I was doing and what I was building.
19:05
And I wanted to dive deeper on it to people fight about money in my office all the time.
19:10
Like marital spats, problems within families about passing down generational wealth, secrets,
19:16
drama, trauma.
19:18
People have a fucked up relationship with money in our country.
19:22
So I was, I allowed to cuss.
19:23
I should have asked you that before because from the day from the first moment, so I just
19:31
feel like I want to be able to be a better mortgage professional if I can understand the
19:35
psychology of how people behave better.
19:38
And I can help them stop fighting about money with themself and with others.
19:42
And then third, I wanted to be like a coach someday.
19:44
I wanted to coach top producers, but I think just being a top producer isn't enough knowing
19:49
like the psychology background will be great too.
19:52
Yeah.
19:53
It's very interesting.
19:54
You mentioned that because I'm sure you've found both on the work perhaps you've done
19:57
on yourself.
19:58
I'm assuming me having done a fair amount of that too.
20:01
I had somebody say to me once that like building your own business, being an entrepreneur
20:05
is the greatest and most challenging self-development course you'll ever take.
20:11
I don't know, marriage is a pretty big one too.
20:15
That's true.
20:16
In a different vein sort of, but you're all, you're working on yourself for sure, right?
20:21
Building your business.
20:22
Yeah, you are.
20:23
And like it brings up a lot of like, it brings up this mirror of your strengths and your
20:27
weaknesses and the ways you let yourself down.
20:29
Because when you're building your own business, there's no boss that you can like reframe
20:33
the problem to make them it.
20:35
You're pointing the finger, it's pointing right back at you, right?
20:39
Yeah.
20:41
What's been the hardest thing for you then?
20:43
I'm really curious on this journey of right, quote, top producers or we keep using that
20:48
word, but achieving at a high level, however you want to describe it.
20:52
I think that like, it's getting out of your own way in a big sense because I, and I
20:59
kind of talked about this at the Modern Mortgage Summit, but I had a really hard point in
21:02
my career after I had kids because I didn't have the same time to dedicate towards cold
21:07
calls and being abused by realtors.
21:10
And so I felt like I was struggling in a sense, but also like a lot of it was I was being
21:16
my own problem.
21:17
Like, you know, I was, I was being resentful about not having enough help at home.
21:21
I wasn't asking for and then demanding help the way I needed to and I was making a lot
21:28
of excuses and finally I just realized I'm like, I am my own problem.
21:32
Like, I've got to get out of my own way here.
21:35
And then you began to do some reframing of different situations and self talk?
21:41
Well, I started building my business in a different way that was much more fulfilling
21:45
for sure.
21:46
Okay.
21:47
And that helped a ton.
21:48
It's still like I had to not be resentful about a lot of things and ask for help.
21:53
And if I didn't, if asking didn't work, then demanding the help, like just I'm, I'm going
21:57
to take the help I need because you cannot do this.
22:00
You cannot do everything alone.
22:02
You need help.
22:03
And that goes beyond like just delegating.
22:06
And then it's also a mindset thing like being a loan officer, I think a lot of people,
22:10
especially women can relate to the fact that we don't have time off.
22:13
So the first two babies I had, I had no maternity leave.
22:16
My computer went with me to the hospital to deliver.
22:18
I did pre-approvals from the bed like I just, I didn't have the space to, and also even
22:25
as you build out a team in this industry, it's hard because you've sold people on you.
22:30
And so it's, you know, there's few people who have teams that are doing it really well.
22:35
And you have to be in your business a lot.
22:37
And so then you can get resentful.
22:38
And I remember after my second kid, I would be resentful all the time that I didn't have
22:41
a maternity leave.
22:42
Like, why can't I have six weeks to sniff his eyelashes and lick his armpits and not
22:47
answer people's phone calls?
22:50
But then I would have to reframe that in my mind and be like, well, I'm not going to go
22:53
back to work 40 hours a week and put them in a daycare five days a week from nine to five.
22:57
I have a position where I can be flexible and where I can make my own schedule and in
23:03
a lot of senses be my own boss.
23:05
So reframe, right?
23:06
Like be grateful for this industry and what it allows.
23:09
Right.
23:10
Right.
23:12
It makes me curious for a moment.
23:13
If I can, how the hell you and your brothers got into the mortgage business?
23:19
Like it's like, it's like having, you know, the, the, the manning brothers, you know,
23:24
what I mean?
23:25
Like you got two, the manning brothers.
23:26
Oh, geez.
23:27
Come on.
23:28
NFL quarterbacks.
23:29
You got Eli and Peyton Manning.
23:30
Oh, yeah, yeah.
23:31
Okay.
23:32
Okay.
23:33
Two, two super bowl quarterbacks.
23:34
Anyway, hopefully you understand.
23:36
I don't pay attention to sports.
23:37
I'm very.
23:39
Come on.
23:40
You get where I'm going here, right?
23:41
Yes.
23:42
Yes.
23:43
Yes.
23:44
Okay.
23:45
We have three high achieving.
23:46
Right.
23:47
It's very successful.
23:48
You know, siblings all in the same industry and whose parents would not be proud about you told
23:52
that story, by the way, on stage, they of course didn't want you to be in the mortgage
23:55
business.
23:56
Yeah.
23:57
They're not.
23:58
They don't.
23:59
It's not that they didn't want us to be in the mortgage business.
24:00
It's just that as Indians, you have three choices, doctor, engineer or lawyer.
24:03
Yeah.
24:04
You said that's not what we came here for.
24:06
That's like everything we growing out, they'd be like, because, okay.
24:09
So for example, I had a job in a salon when I was at the, my senior year of high school.
24:14
And I worked that job through college and then after for a few years.
24:17
And I kept saying to my parents, like, let me go to beauty school because I can make a lot
24:20
more money as a hair stylist or a statistician while I'm going to college, then I can't
24:26
at the front desk.
24:27
Like this.
24:28
I'm looking at the money and the numbers here and I can make more money in less time over
24:31
there.
24:32
And they were like, no, we didn't come to this country for you to do that.
24:35
And if you do that, you will start making too much money and then you won't finish
24:39
school.
24:40
Ah, yes.
24:41
That's a requirement must finish school.
24:43
Must finish school.
24:44
So like right now, I'm the only, because I'm in my graduate program for my masters.
24:48
And I'm the only one of us who will have done graduate school.
24:51
And I will again, submit my status as favorite child because if you don't have a master's
24:56
degree, I mean, a bachelor's is nothing to them.
24:59
Really?
25:00
Wow.
25:01
Yeah.
25:02
Who does, do you guys for going against the, you know, the grain, so to speak or the
25:05
wishes, right, of the parents to pursue what you really want to pursue?
25:09
Because not everybody has the courage to do that.
25:11
And they.
25:12
Yeah.
25:13
It is tough.
25:14
And I think I hope they're proud of us now.
25:15
I would hope so too.
25:16
I would think so.
25:17
You mentioned a word of community a few minutes ago.
25:19
And I know that's a, you, you mentioned that's how you change your business.
25:22
You kind of rebuilt your business in terms of getting abused by realtors or whatever.
25:26
So can you just.
25:27
Don't or whatever that.
25:29
That's real.
25:30
We use a lot of us.
25:32
Listen, I always say you go where you're celebrated, not tolerated, right?
25:35
And so we, it's whatever you're willing to put up with for abuse.
25:41
I know you work with some very successful realtors who don't abuse you, right?
25:45
Yes.
25:46
Because why?
25:47
Why is that the case?
25:49
Well, because one, I think the first way you become a realtor's ride or die is because
25:54
in the beginning, right, realtors will only give you their trash deals.
25:58
Yes.
25:59
Only trust you with the hardest deal that no one else could do because they're like, well,
26:03
I don't know if you're going to do a good job anyways, but this is dead right now.
26:05
So bring it back to life where it stays dead.
26:08
And so they always test you with those, right?
26:10
And that builds you some credibility after you close them and they start offering you.
26:13
But the reason you become a realtor's ride or die is when they had a deal that thought
26:17
was a sure shot curve ball happens.
26:19
It gets screwed.
26:21
You pull through for them and get them their clients into a home.
26:24
So they get to be the hero and they get their commission.
26:27
And everybody is happy in the end.
26:29
So I think that's how you become a ride or die for a lot of realtors.
26:32
And then beyond that, I'll show up with value nonstop.
26:37
Like I just want you to know what to talk about this weekend based on the headlines that
26:41
relate to real estate.
26:42
So I'll send a newsletter out on Fridays that says here's your talking points.
26:46
Here's how did I just all the economic news that came out this week and sound smart this
26:49
weekend.
26:50
I'll answer their texts.
26:52
My phone calls like some things are basic.
26:54
Some things are higher levels.
26:55
Some things are very unique to me.
26:56
Some things anyone could do.
26:58
But I'm just really committed to having good relationships with people where I show up for
27:03
them in a way besides buying them coffee.
27:07
How do you get to the point of having good relationships because it takes two.
27:11
You know, so is there a criteria?
27:13
Is there do you say here's what a partner means to me?
27:17
Are you selective?
27:18
You know what I mean?
27:19
I'm sure it's evolved over time.
27:20
Where are you at today?
27:21
Yeah.
27:22
So I think it's like, there's this energy you have when you meet with a potential partner
27:26
right, even with clients.
27:28
And sometimes you click and it's like, man, we could really like take over the world
27:32
together.
27:33
And other times you feel like this vibe like, I'm just not it.
27:36
And I think you have to be okay with accepting that you're not going to be everything to everyone.
27:41
And some people are just not going to be the realtor relationship you have for 10 years.
27:47
This is just not going to happen.
27:50
Roughly how many agents do you have then and you categorize them, you know, ABC level players
27:54
type stuff or?
27:55
No, I don't rank them, but I have.
27:57
So I have like my top crew of 20 agents that like I they refer to me on the level of like
28:04
I'm not one of three lenders names they give out.
28:06
They say like, this is who you have to use.
28:09
This is who I use personally.
28:11
If you want to work with me, you must work with her, right?
28:14
But beyond that now, I don't have time to keep building out more realtor relationships.
28:18
Of course, I want to help as many realtors as I can here locally.
28:21
And so our team works together to let as many people work with us as we can.
28:33
When you said earlier, you know, you're building a team and sometimes people don't like that.
28:37
Does that mean you're kind of like the, you know, doctor patient relationship you come
28:41
in white lab code, do your thing, then bounce out and your team handles the rest?
28:47
No, so I've designed it differently because I want to be involved every step of the way
28:51
and keep my relationship with the client.
28:53
But I also want to edify my teammates and people to understand that they're not working
28:58
with an assistant.
28:59
They're working with people that I've chosen and very carefully and trained extensively.
29:03
So one, I mean, that starts with hiring, right?
29:05
Higher people smarter than you don't hire people who should be assistant.
29:09
So that's what I've done with my two loan partners.
29:12
And we have probably not the most efficient process, but we're all in the loop and discussing
29:19
every file every day at 9 a.m.
29:21
So we all know what's going on, a daily debrief, a realtor's your number one source of
29:26
biz?
29:27
No.
29:28
What is my content is now?
29:31
Social media?
29:32
Yep.
29:33
Really?
29:34
So consumer direct getting in your web and going through that whole process.
29:37
All right?
29:38
So let's talk about that then.
29:40
24.
29:41
Yeah.
29:42
I don't cautious to say anything because you're going to like put it through the 24,000 Instagram
29:46
followers, right?
29:48
Not that that matters, vanity metrics.
29:50
I get it.
29:51
But that proves that, you know, you've done some time and work in building up an audience.
29:58
But to be honest, like the first year that I started creating content, I had less than
30:03
a thousand followers and it tripled my business.
30:06
Really?
30:07
Yes.
30:08
Okay.
30:09
That could mean two things that I either had no business or that the content actually
30:14
works.
30:15
But I had some business.
30:16
I was closing like five to seven loans a month and triple those numbers.
30:19
Okay.
30:20
So give me the Shavani Peterson, you know, Crash Course Secret sauce in building a consumer
30:27
direct machine.
30:28
Let's take Instagram because that seems to be your main jam.
30:30
Yeah.
30:31
I love Instagram.
30:32
All right.
30:33
But you just have to think of everything that you would say to someone if they were in
30:39
your office.
30:40
Like imagine that everyone you're speaking to with that video is already your client and
30:45
share with them, like let them inside your process when you create content.
30:50
And you know, they tell us to always know who you're talking to.
30:53
I dive really deep on that.
30:55
Like I know who I'm talking to.
30:57
I know who this person is.
30:58
I know where they would get their coffee.
31:00
I know what questions they would run into.
31:02
I know that when they saw that headline, like how what it would trigger for them.
31:06
And that's what I'm going to talk to you.
31:08
Have you actually designed an avatar or you just kind of have you have?
31:11
Do you want to articulate a little bit about that?
31:14
Well, so it's funny.
31:15
Okay.
31:16
So let me tell you about my avatar and then let me tell you what I just realized.
31:19
And then you're going to think, wow, Shavani, you're not that smart.
31:22
If you only just figured this out.
31:24
So my avatar is a female.
31:27
She's 30 to 50 years old.
31:29
She works full time.
31:30
She has a family.
31:31
And there's something about being on this hamster wheel that she's just not diving with.
31:36
She wants financial freedom to her would mean the ability to be present in any given moment.
31:42
So that when she's at work, she can be at work and not be worried about where she's not.
31:46
When she's at home, she could be present with her family and not be worried about being
31:49
at work.
31:51
She wants to start like learning about passive income streams and diversifying her income
31:55
and being more financially stable and independent.
31:58
She doesn't really have a ton of time to like educate herself on this.
32:01
So what I'm trying to do is show up when she thinks she's relaxing on her couch after
32:06
she's put her kids to bed and educate her by entertaining her.
32:10
Hmm.
32:11
So that's my avatar and what were you going to say that you thought I wouldn't?
32:16
I just figured out that I am my avatar.
32:18
Oh, no, that's absolutely brilliant.
32:21
Yeah.
32:22
How did I not realize that I've been talking to myself for the last six years?
32:28
Yeah, you're too close to it.
32:30
Somebody once said to me that you are most equipped to help the person you once were.
32:34
Yes, I love that.
32:36
How did I not connect the dots when I heard that?
32:38
Like, I've heard that before and it didn't connect.
32:41
And I know a lot of people's avatar client is not going to be themself.
32:44
Right.
32:45
So, but for some people, it might be, but I just think it's interesting that I've been creating
32:49
content for this person and building a community and planning events and doing all this stuff
32:53
without realizing I am this person.
32:54
Yeah.
32:55
That's pretty cool.
32:57
That's really smart.
32:58
Okay, to get a big tactical then for a second, even though I can hang out there, what is
33:06
your strategy?
33:07
Because I look at people like you and, you know, I'm struggling to like produce content
33:10
on a consistent basis and get better at it.
33:12
And clearly, you know, all three of you guys have done a great job of that.
33:16
So it makes me curious.
33:17
Are you like batch filming or like, how do you produce at a high level?
33:20
Yeah.
33:21
I shoot every week and I time block the day before to script my content.
33:28
And then when my video guy comes, I shoot five to six reels and then he edits them for
33:36
me.
33:37
And then I send them off to a guy in India, fragile, who's amazing, who puts my dynamic
33:41
captions and graphics on.
33:43
And then I post them.
33:44
The goal is to post like two of it to a week.
33:47
So it seems like we're posting a lot more than we are.
33:49
Two reels a week.
33:50
Yeah.
33:51
It does seem like you're posting every day.
33:53
No, it's just two reels.
33:55
Really?
33:56
Wow.
33:57
And then I'm on my stories a lot because I feel like that's where you can connect with
34:00
people directly.
34:02
And then I create content, not just for social media, like I create videos longer form
34:08
for YouTube and for my realtor partners.
34:10
So I block the time for that on Fridays.
34:15
When you say realtor partners, what are you sending them educational content?
34:18
What content about like how to start and smart this weekend?
34:21
Okay.
34:22
So kind of a company is the newsletter or whatever.
34:24
Yep.
34:25
Okay.
34:26
Interesting.
34:27
Very nice.
34:28
Very nice.
34:29
And so Instagram, Germaine, focus, are you posting yourself, you have somebody else
34:33
post for you?
34:34
I post myself.
34:35
I do everything myself.
34:36
I'm just not filming myself because I'm not good at that stuff.
34:41
And I'm not putting on my own captions, but I'm writing, I'm scheduling the content.
34:44
I'm posting the content.
34:45
I'm writing the content.
34:46
It's on me.
34:47
My weak point is posting.
34:48
I mean, I got a backlog of content.
34:50
So I just need to pull the trigger and hire somebody to schedule it, you know, not make
34:54
comments and all that, but just post schedule.
34:57
Yeah.
34:58
It is hard.
34:59
And then like, you got to post it on Instagram and then you got to post it on YouTube
35:02
shorts and then you got to post it on TikTok and Facebook.
35:05
It's a lot.
35:06
Yeah.
35:07
It is.
35:08
I don't hold it against you that that's your roadblock because it's a lot.
35:10
Well, I got to break through it because if it perception is everything, right?
35:14
And the perception is you guys, you're posting every day and here you tell me it's only
35:18
twice a week and I'm like, get out of here.
35:22
You can do twice a week.
35:23
You got this.
35:24
Oh, no, I'm like doing every day.
35:25
That's what I'm going to do.
35:26
I'm not like people are going to get tired of seeing me.
35:28
They won't though because of the way that the algorithm works.
35:32
Right.
35:33
Right.
35:34
Exactly.
35:35
Hey, also, I don't want to leave the scene without talking briefly about your community.
35:37
You really stressed that a lot, both at the event when you spoke and like you're creating
35:41
this community.
35:43
So you, you know, I get the consumer side of things, right?
35:46
I'm on your Instagram and I love the highlights with the hacks.
35:51
That's pretty cool.
35:53
What are you doing that you want to share at all about this whole community vibe or framework
35:58
that you're bringing to your real estate slash, you know, mortgage partnerships?
36:03
Yeah.
36:04
So mainly I've been creating content for the consumer for my avatar client.
36:10
I think it's important to note that like I work with more men actually than women, most
36:14
of my clients are not my avatar, but because I'm passionate about something, people respect
36:19
that, right?
36:20
They don't have to fit that mold, but they're like, they like your hustle, they like
36:23
your enthusiasm.
36:24
So if you're scared to design your avatar because you're scared you'll exclude other people,
36:28
that's not the case.
36:29
You'll just look like more organized and your voice will come through stronger in your
36:34
videos because you know who you're talking to.
36:36
But anyways, that was a tangent.
36:38
And I forgot your question.
36:40
The community that you've built with real estate agents.
36:43
Oh, yeah.
36:44
So I'm trying to now, as the following grew up, like you said and pointed out, a lot of
36:50
those people who are following me are not consumers now.
36:53
They're realtors and loan officers and a lot of them were asking me for help.
36:57
And so I started putting together the mind of a markets community so that I could help
37:02
really sales people in any industry, build or access, I guess I should say resilience
37:08
within their business so that they're not so at the whim of market cycles and interest
37:12
rates and the economy.
37:14
And they can build a business that's more recession proof.
37:17
All right.
37:18
So I'm on that right now that we'll put a link into it in the show notes.
37:22
This is potentially for loan officers to go check out and realtors.
37:25
And if you work in sales, honestly, in any industry, okay.
37:29
So you've got, I mean, what can they expect if they go check that out and consider participating?
37:34
It's a, you tell us.
37:36
Go ahead.
37:37
On Instagram subscription, you can get involved with that.
37:40
And that's basic.
37:41
That's going to give you just like quick tips and insights that you can be using to improve
37:47
your content and your marketing.
37:49
And if you want to go beyond that, you can buy the course online itself paced.
37:54
It's eight weeks long and it has eight modules where we really dive into how you can turn
38:00
your audience into a community where you attract their attention.
38:04
And you earn their trust and ultimately build loyalty because that's what you need, right?
38:08
Is that they would use you over anybody else regardless of the scenario.
38:12
So that eight week course will help you do that.
38:14
And then if you want to go even deeper, we can do one-on-one coaching.
38:17
Hmm.
38:18
And this would be maybe you help them get clarity on their kind of content strategy,
38:22
avatar or things like that.
38:25
All kinds of personal and professional development.
38:27
Like I want to help you.
38:28
Sure.
38:29
Head stuff.
38:30
Yeah.
38:31
I want to get into it, right?
38:32
Like coaches who are professional coaches are like, well, the biggest challenge is it ends
38:35
up going beyond business and into personal stuff where they actually should be talking
38:38
to a therapist.
38:39
Well, I'm going to school to be a therapist.
38:41
So let's get into it.
38:45
That's awesome.
38:46
Listen, you can't separate the two.
38:48
They're intertwined.
38:49
Yeah.
38:50
Your business is 100% affecting your life.
38:51
Your life is affecting your business.
38:52
Like we've got to get it all straight.
38:54
Yeah.
38:55
What do you, I'm curious.
38:57
What do you do locally in your community with role state agents, education-wise?
39:01
Do you, like, advance classes?
39:02
Do you do one-on-one consult as well?
39:04
Yeah.
39:05
So we have two big things that we do.
39:07
One is the mortgage and memosos click.
39:09
And so it's events that we do quarterly where we bring them together and just share like
39:13
super valuable information, whether it's marketing, whether it's about the market, whether
39:17
it's new loan programs.
39:19
And they get together.
39:20
They get a little bit drunk at 10 a.m. and then we educate them.
39:22
And then the other thing is the future is female, which is for realtors and investors.
39:27
It's a fundraising group I started to empower women as real estate investors.
39:32
And we raised money for the Women and Children's Center of the Sierra, which helps women in
39:35
our community with everything from diapers to an education and job placement.
39:40
And so that's been really, really cool and fun to be a part of.
39:44
And also, like, after the future is female events, like you hear from all these women
39:48
who are like, I didn't even know or I didn't think it was possible.
39:52
And now I'm so inspired and I'm going to go, like, I'm going to go after my dreams.
39:56
And I love that.
39:57
That's awesome.
39:58
Congrats.
39:59
It's always, I mean, there's a few things more fulfilling, right, than orring into somebody
40:04
else.
40:06
And especially, yeah, especially if you like help people have a, this is like back to your
40:11
whole, getting your masters, helping people have a breakthrough, right, a mental or emotional
40:16
breakthrough and all of a sudden, like when they step in there and they accept their
40:19
greatness that they just can't see for whatever reason, you know?
40:22
Yes.
40:23
And like, then you're both buzzing afterwards, like it's the best.
40:25
And talk about, all right.
40:26
So you, you referred to realtors abuse you.
40:29
I was going to say, I was going to say, and that creates loyalty, doesn't it?
40:33
When they get to abuse you.
40:35
No, no, when you like, when you initially change in some people's life, like this transfer
40:42
me, this is going to sound cheesy and weird.
40:44
And like people are like, dude, I don't want to know realtors that well.
40:46
And what I'm saying is like, that's the answer to all you're complaining and bitching about
40:50
realtors is like build real relationships with people who value you.
40:54
Don't work with realtors that you don't want to know that well, like work with the ones
40:58
that you want to know that well, like that you, you respect their hustle, they respect
41:02
yours.
41:03
You guys click, like you can help each other take over the world.
41:06
This business is too hard to work with people that you don't like.
41:09
Yeah.
41:10
Yeah.
41:11
You fired people in the past, haven't you, realtors?
41:15
That's awesome.
41:16
That's awesome.
41:17
So I think the big takeaway, what I mean, what I'm hearing from like everything you
41:20
are energy wise, I also wrote down from your talk, attract versus chase, you know, it's
41:24
just being who you are is what attracts people.
41:27
Yes.
41:28
And like when you're really authentically doing it, so like, people would wonder, how do
41:33
you have more male clients than female when all you're doing is talking to women all
41:36
the time and speaking about female empowerment?
41:39
Because it attracts people like the enthusiasm, the hustle, the commitment I have to what
41:44
I do, it attracts people.
41:45
So find something that you can be that passionate about.
41:48
You'll attract all kinds of people to your audience and into your sphere and into your world
41:52
where you can build them into a community.
41:54
Yeah.
41:55
Love that.
41:56
Okay.
41:57
This has been fantastic.
41:58
We are going to put a link in the show notes to your Instagram jam because that's where
42:01
it's all at.
42:02
And there's a link tree in her bio.
42:04
You can go there to find out more about all the stuff we mentioned in here.
42:07
Shavani, it's about time we did this and I'm glad we did.
42:10
Yeah.
42:11
This was so much fun.
42:12
Like a lot of podcasts and a music not fun and this was really fun.
42:15
Thank you so much.
42:16
You help make it fun.
42:17
So listeners, you know what to do if you like this episode.
42:19
Hey, leave us a review, share it with somebody you like.
42:21
And most importantly, connect with Shavani Instagram in the show notes and her thank
42:27
tree stuff.
42:28
Go check it out.
42:29
Appreciate you guys.
42:30
We'll see you on the next one.
42:31
Hey, guys, what's up?
42:32
Real quick.
42:33
You've heard about the mortgage marketing pro membership before and I just want to quickly
42:35
remind you if that you're in a place in your business where you simply need more purchased
42:39
loans.
42:40
You need to fill your pipeline with purchase business.
42:42
Let's just face it, agents are still a solid pillar of business and sources of purchase
42:47
business for you.
42:49
Well, good news.
42:50
Our mortgage marketing pro membership helps loan officers like you close more loans
42:53
without the hassle of chasing agents or cool calling done for you agent classes, expert
42:59
training videos, a marketing automation platform that automates the entire process for
43:03
you.
43:04
Everything you need to build your personal brand in your local market, attract and
43:08
convert agents into referral partners.
43:11
Plus done for you proven marketing materials and plug and play content to make promoting
43:16
your class, getting agents, butts and seats, partnering with affiliates real easy, but
43:21
that's not all.
43:22
You'll also get access to our weekly mastermind calls with top LOs, authors, speakers and coaches
43:29
to learn the best strategies to grow your business right now in today's market.
43:34
And as an extra bonus for limited time for all new members, you'll get access to a database
43:39
of 200 agents in your local market that have closed anywhere to from eight to 50 transactions
43:45
in the last 12 months.
43:47
And we'll provide that list uploaded into our platform for you so you can get off to
43:51
a fast start in reaching actually productive agents.
43:55
So what are you waiting for?
43:56
You can check out more at mortgagemarketing.pro, see more of the success stories there.
44:01
And if you feel compelled to do so, book a call, we'll have a chat.
44:04
We'll see if it's a fit.
44:05
Don't miss out on this opportunity to take your mortgage business to the next level right
44:09
now.
44:10
Head over to mortgagemarketing.pro.