Latest / Mortgage Marketing Radio / Ep# 35: Branding Lessons from a Top Agent Selling 120 Homes a Year

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Ep# 35: Branding Lessons from a Top Agent Selling 120 Homes a Year · Mortgage Marketing Radio

0:00
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1:17
Hey listeners, welcome to another episode of Mortgage Marketing Radio.
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So glad you're here.
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This episode we're doing something a little unique, a little different.
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We're not featuring the traditional guest, we're actually featuring a real estate agent.
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And if you like this episode, if you like featuring top agents and talking about how we
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as loan officers can be more effective in attracting and converting real estate agents
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to referral partners, let me know.
2:03
Email me info at MortgageMarketingInstitute.com, leave a comment, leave a rating review, subscribe,
2:10
iTunes, Stitcher.
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If you're liking these, I want to know.
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So this week my special guest is Mike Bjorkman.
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Mike Bjorkman is a top producing mega agent up in the Santa Clarita area of California.
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And Mike is a super stud.
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He in his career has completed over 4,500 real estate transactions and currently manages
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over 350 residential properties.
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Guys, super stud.
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He's now with Home Smart and owns a couple brokerages with Home Smart but has achieved
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some serious awards in his career, top 1% of the nation.
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He sells about 10 homes a month on average right now.
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He and his team top 5 agents up in his area, top 10 at Remax when he was there, Platinum
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Club, Chairman's Club, Hall of Fame member.
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We really, what we're unpacking here in this episode is how Mike's using celebrity branding
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to position himself as the go to agent in his local area.
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And I think what you'll hear is some ideas, not only how you can position yourself in
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your local area as a mortgage loan originator and begin to build your brand, your presence,
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so you attract business to you, but you're also going to hear Mike firsthand some stories
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about how loan officers have prospected him over the years and his response to that.
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And his advice for you prospecting agents today, what you shouldn't be doing and what
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you should be doing.
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So I hope you enjoyed this week's episode and without further ado, let's get into the
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show.
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Hey Mike, welcome to the show.
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Hey Jeff, thanks so much for having me, man.
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Hope you're having an awesome day.
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I certainly am.
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Thanks for making time.
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I know you're incredibly busy selling hundreds of homes a year, so I wanted to bring
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on today.
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We're talking to two audiences really, loan officers and real estate agents.
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You know, I came by way of you through another podcast I listened to, which was talking about,
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you know, how you built a celebrity brand basically up in the Santa Clarita, Valencia,
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California area.
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And you certainly have, man, I did some Google searching on you and you know, you sell,
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you're selling about what, 10 homes a month now, is that right?
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Yeah, we sell at least 10 homes a month and I own the Homesmart brokerage in Valencia
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and Northridge and West Lake.
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We have a couple hundred agents and I also own a huge property management company called
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California leasing and you know, I do a lot of coaching across the country with agents
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and several other companies that I have are not related to the real estate industry, but
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they've also helped me with branding and launching my name in different industries.
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So branding is one of my favorite things to do.
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Yeah, so let's unpack that a little bit because you know, some people here branding and
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they have all kinds of different things that come up with that right.
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So people think it's big corporate stuff, too expensive, they don't know what it is.
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What's your definition in the context of real estate industry?
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How do you define, you know, what a brand is?
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I think a brand is, how do you explain it?
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Here's my goal in life.
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I don't ever want to meet somebody in my town, mention my name and have them not say,
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I've never heard of you.
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So it's my goal all day long is when I say, I might be working to go, oh, you're the
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real estate agent.
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Yeah, I am.
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And that's kind of branding to me and how I get to that level in many different ways is,
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you know, it's a path that you got to follow my separate goal also that goes along with branding
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is to never go to the mall and not run into 25 people that I know or have people come
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up to me and recognize me and you know, say, hey, you're that realtor guy, huh?
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So not only is the name really important team Bjorkman is the name I use, but the actual
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face as well.
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So when I go to the mall, I'm either in a hat and dark glasses or I'm in the mood to work
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and I'm in the mood to pick up listings while I'm in the mall.
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So it just depends and so branding to me is just creating a brand, you know, when you think
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of a brand Pepsi Chevron Burger King Mike Bjorkman, I want those all to be in the same mindset
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as our potential clients out there.
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And I know the, I know those names are really huge and they spend millions of dollars branding
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themselves, but I want my name to be, you know, just recognizable as any of those.
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Yeah.
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So for those realtors that are listening and loan officers as well, because I think that's
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the subject that I don't hear much about in the loan officer community that I tend to
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serve is the conversation around building your personal brand as a loan officer.
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And we're going to talk about in just a few moments how to build your personal brand
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in amongst your local real estate, realtor community for you as loan officers.
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But what, what does that do for you then went in the term in the context of let's say competition.
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I don't know if you still compete on listings or not, but how does that put you to the front
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of the table or make you the obvious only choice?
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Yeah.
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When I first started in the business and my brand started to become popular, we did a
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lot of, you know, back, this was back in the days before the internet, but we did a lot
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cold calling and I'd say, hi, this is Mike Bjorkman and they go, oh, yeah, I've heard
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you, oh, yeah, you saw homes in my neighborhood and that instills a lot of trust in somebody
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when they, when it's a wide known, recognized name.
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When I was brand new in the business, I spent a ton of money advertising the local newspapers,
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things like that.
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So people could actually, you know, they built it just a lot of trust.
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So when I do compete, you know, they'd say, who are you interviewing?
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Oh, Jane Smith.
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Oh, okay.
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I never heard of her, you know, and, and they'd be like, my gosh, your name's everywhere.
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She must sell a lot of houses and I say, you know, experience counts and, you know, do
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you want an agent that can market your home, you know, if your agent can't market themselves,
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how are they going to market your home?
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And they'd be like, yeah, that's really, that's really right, you know, and I've always
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used branding.
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I always put my listings with it because I can promote a huge brand of a name, but I also,
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you know, they want to know like and trust us, right?
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And I hate that.
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I hate saying that because it's so cliche, but it's real in our business.
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And so everything I do, I go, is this going to help them get to know me, like me, or trust
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me.
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I put listings in proof as in the numbers, you know, that kind of attitude with my face,
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with my logo, with everything I do.
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I want some aspect to know like and trust in my marketing all times.
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Yeah.
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Agree.
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So the type of branding you do, though, from what I've seen, isn't necessarily what
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a lot of other agents do.
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Maybe you do this early on.
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I don't know, which was like, you know, hey, a number one producer, you know, Centurion
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winner, ride all that stuff.
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Are you still doing, because obviously you're a mega producer, are you still tying that
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into your branding?
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Are you doing different types of stuff?
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Yeah.
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No, I've never really put numbers like number one realtor, number, I just never have
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done that.
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I've never felt comfortable bragging that way.
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You know, I know the clients, they, they need to know those numbers and they, when I get
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a big award, I'll do it.
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But in the last four or five years, my brands got way bigger, but I've especially been
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careful not to do that because I have agents that work under me.
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I don't want to take all the glory for the company.
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I'm promoting my company more than I am my, my own sales now.
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So it's interesting.
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So, so one of the things that I want all the listeners to write this down and adapt
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my motto, my motto is, I do things other agents can't or won't, right?
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So that's, that's the most important thing.
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So when you said I do things differently, you're right.
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A lot of it comes from the education, you know, if you look at the YouTube channel, we
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have a lot of educational stuff on there.
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I promote the heck out of my listings, long lines, social media, and I want them to know
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up.
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He's got another one.
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He's got another one.
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He's got another one.
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And, and blow their minds that way.
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But at the same time, I will throw in institutional branding also that's very unique and very
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consumer.
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What do you call, I guess, entertaining, you know, that there's always some sort of thing
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they have to figure out or they're like, oh my god, I can't believe you did that.
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Yeah, it's just different.
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You know, most people put themselves on a bus bench and say, hey, I might be working
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on the number one agent in Santa Clarita and the phone number and that just doesn't work
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for me.
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So I try to think outside the box and again, more cliche stuff, but it's true.
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You know, I try to be different at all times.
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Oh, look at this.
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I've got a video playing right now.
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All right.
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That was just went to your YouTube page and your video started rolling.
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Oh, yeah.
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Yeah.
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No, that's another thing, you know, those videos, they have to come up and play.
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There's tons of people.
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If you look at that video, they just came up on my YouTube channel.
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It maybe only has a couple thousand views, but those views, a lot of those people are
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actually researching me because all your branding and everything that's online out there
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is your resume.
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Yeah.
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So I have people call me up and say, hey, come over and sell my house and I'll say, okay,
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and I'll pop up in my laptop and say, here, let me give you a marketing presentation.
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I'm like, I don't need that.
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I research you.
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I watched your videos.
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I watched your YouTube channel.
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I've stalked you on social media.
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I have everything I need to know about you and you're the winner here.
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Where do I sign?
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That's a nice feeling to have.
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Yeah.
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Those are the come list news, right?
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Yeah.
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And more and more, I get those.
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And occasionally I'll compete with some of the other top agents out here, but when it
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comes to the marketing, I can usually blow them out of the water because it's just, it's
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simple.
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I go, you know, Mr. Smith, here's the things I do to market as any other agent showed
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you that.
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And they just go, no.
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Yeah.
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Well, one of those things is where your buyer would come from when it makes sense to
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list with me now.
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Yeah.
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Okay.
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And they sign.
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But I like branding also.
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I want to be, you know, the celebrity in town.
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So I get super active in charity, all the events I want to show my face at week.
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We give about 20% of our income back to the community and some outside of the community
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obviously.
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But, you know, that's hundreds of thousands of dollars a year.
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And that's where the people get to like you and get to know you a little bit more.
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So when you're helping so many others and instead of bragging about your production,
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you're actually helping the community.
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People get to know that too.
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And they just, you know, they just can't help but to love you, you know, when I was in
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my early 20s, I was known as just the town cocky jerk, you know, yeah, he sells a lot
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of houses, but gosh, what a jerk he is.
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And I never was, but that was just the reputation I had gotten myself, but I mean, branding
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it worked, right?
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But, but at the same time, I said, no, you know, I need to let people know that I actually
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do care.
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And I, I, you know, I want to pay my community back.
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Or by helping me so much and help others.
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And, you know, so I got deep involved in the community events and whatnot.
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And that's, that's really important because having nonprofits and other businesses promote
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you is much better than you promoting yourself.
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Oh, absolutely.
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Yeah.
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I think the word they use today is called cause marketing, right?
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Do good by doing well.
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Absolutely.
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All right.
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So you've got agents obviously on your team and you're building these, these brokerages
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out.
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And you're, let's put the, you're in the training chair, you've got new agents coming
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in.
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They can't do everything all at once, right?
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So take me through how would you direct a new agent today to start to build their brand
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and become right top of mind in the local community?
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Right.
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The, the two most important, well, I guess there's three things.
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Direct mail is a huge part of my success.
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The second thing, I guess it would be even with number one is social media.
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Social media has launched me ridiculously farther than I ever thought I'd got.
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And then the community involvement, you know, those three things, I think the agents
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really need to focus on, you know, we have a whole separate class on geographical farming
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and whatnot, but it all comes down to branding at the same time.
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So it's really important to, you know, spend your money where, where it makes sense.
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And, you know, social media is so inexpensive to blast the holy mole out of your name.
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So it's a good, good way to get people to know your name right away.
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And so, yeah, questions about that.
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So let's just say I got direct mail and social media on the table, you know, some people
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write, they would argue, hey, direct mail is dead or whatever is too expensive.
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I know that's not the case.
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I know you do too.
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And we can talk about that.
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So let's just say, as an agent, I'm going to go with social media.
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Okay.
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One of the types of things they should be doing on social is should they just be like,
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you know, pitching their listings all day long, hey, new listing, you know?
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Yeah.
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So I look at social media the same way I do if I was going into a charity event, you
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know, people need to know, like, and trust you, right?
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So on social media, I work my personal Facebook myself and I'm a kind of Facebook guy.
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I do a little bit of Instagram, a little bit of LinkedIn, but I love Facebook because
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I'm a social guy.
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So I, I want to follow this thing.
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So how are they going to get to know me?
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You know, I blast out there to the public.
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My hopes, my dreams, my aspirations, my family, my dogs, my wife, all that stuff.
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So they get to know the guy a little bit, you know?
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And then I want them to like me.
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So I have all the other nonprofits promote me and I promote some of the stuff we do.
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We hold a lot of events, we sponsor events more importantly, I help drive people to those
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events to make them more successful for the nonprofits.
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And so then people are like, hey, he's done some good for the community.
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So now they're going to start to like me and then trust the only way for a potential
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client to truly trust you in the real estate business is to see that you're actually doing
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something.
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So that's when you post your listings.
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And of course, proper promoting your listings is off of your business page, sharing it
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to your personal page so they can see both aspects of you.
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But so the no like and trust and then my, it's called Mike's rule of four.
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And then the fourth thing is never never, never anything negative, you know, negative.
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I would consider sex, religion, politics, all that stuff is negative on social media.
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So, you know, nobody cares if you're sick and have the flu, you know, I call it viral
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diarrhea.
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Or, you know, it's just it, it doesn't make sense to blast anything like that.
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So, so that's how I do my social media is for my personal and then on the business page
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we do a lot of blogging, a lot of, and all the stuff we're doing now is ads, you know,
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we're trying to get a registration form filled out and create big lists for our CRM's.
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And the team Bjorkman business page is, you know, thousands of dollars a month is spent
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there.
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And literally we'll have 500 to a million views on our page per month and that's where
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you get the real branding is people are just like, oh my god, he's just everywhere.
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And you know, I don't even really do any, any, you know, bus benches and grocery stores,
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you know, that kind of stuff I stopped, you know, 20 years ago and I found out how much
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it didn't work.
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So that's the kind of stuff that I do on social media that really stands out in people's
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minds.
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When you started, do you, did you do door knocking?
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Oh, yeah.
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Yeah, I was, I was 18 years old and I didn't know anybody and all the people that I did
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know knew me as the loser party or guys and nobody would trust me.
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So I had to go out and find clients on my own and I door knocked and did open houses all
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day every day.
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That was my thing.
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I mean, anything that you can consider the basics for sale by owners, expires, open houses,
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door knocking, cold calling.
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I mastered the Jesus out of those things.
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I mean, I just, I did it all day every day and that was my, that was my job.
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And eventually it worked, you know, like any hard work we'll do it eventually, it'll
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work.
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It's a numbers game.
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You've heard that a million times and it's true.
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So that's how I started by very traditional marketing or prospecting, but then when I was
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lucky enough to get something, I would try to copy or come up with ideas, ideas to market
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it much better than the other agents did to stick in their minds.
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So do you have any niches that you focus on in terms of your direct mail or whatnot,
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like, you know, expires?
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I don't.
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I have one direct mail piece that goes out every month right now and it's a, it's a farm.
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It's a luxury farm in my zip code that I live in.
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It's about a thousand residences and I typically list one a month from there and they're all
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over a million bucks.
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So I have a luxury mail farm.
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I don't, I don't do anything but mail to them.
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So I mail just listings and sold and market updates every 30 days and that's enough for
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me to, you know, make a heck of a lot of money and do it really super easily.
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So obviously from that comes the phone calls and all that stuff.
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Yeah, you know, people, people start, you know, consistency is the key obviously with mailing
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after the third or fourth mailing.
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I blasted.
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Here's how it happened.
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I had a bet from one of my coaching clients.
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He was asking me about luxury and I said, yeah, I know something about luxury and he goes,
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well, it doesn't, you know, he's talking because it doesn't look like you have a lot of luxury.
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And I said, well, I can tell you how to do it and we made a bet.
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And within 90 days, I had three listings over a million dollars.
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So and then I just said, well, if I'm going to do that, I might as well just keep it going.
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Right.
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So we just do some unique mailers and that's really it.
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And when we do get those, then we blast the heck out of them on social media in that zip
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code.
18:47
Yeah.
18:48
Yeah.
18:49
Yeah.
18:50
And is the mailers direct people to any, you know, destination pages on online Facebook or
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landing pages?
18:54
Yeah.
18:55
We try to, we always have a USP in a call to action and we drive into the website and on our websites,
19:05
we have, we have, we use several different websites.
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So we're using curator website right now.
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We're using commission zinc website right now and then a traditional website right now.
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So we have, we have landing pages up the wazoo and we're always advertising them in different
19:20
ways.
19:21
Yeah.
19:22
But for these people, I think the unique selling propositions are working really well.
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I'll sell your home in 90 days or it's free.
19:28
That's always worked for me as long as I can remember, you know, easy exit listing agreement.
19:35
We always have, we always have fall winter specials, spring specials, you know, where they'll
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get free home staging, free sellers, home warranty, free whatever I feel like doing that
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month.
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And we package them up to where they're, you know, a couple thousand dollars worth of value
19:50
for them.
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Doesn't really come out of my pocket very much, but the perceived value for the potential
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clients is pushes them over the edge to actually give us a call and say, you know, not only
20:00
do you run the show on our neighborhood, but now you're adding some more value.
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We come talk to us about selling.
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So that's working really well right now.
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Accurator site.
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Is that Santa Clarita real estate dot com?
20:11
No, that's just kind of a normal generic site.
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Santa Clarita for sale is our curator site right now that we're using.
20:17
Okay.
20:18
How's that working?
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It's really, it's an amazing platform.
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I love Facebook and it's built around Facebook.
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But my team is fed primarily off of commission zinc right now.
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We have a couple thousand dollar month ad spend there and we're producing 100 to 150 leads
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and they're being divided up between six agents right now and they're, you know, they're
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selling two, three month each off that when they're working hard.
20:39
Sure.
20:40
Wow.
20:41
That's cool.
20:42
Yeah.
20:43
So you've got a lot of going on in your business and you, like you said, you're essentially
20:44
the rain maker now and you're not, you're branding the team and then the brokerages
20:47
more so to build out that whole team.
20:50
So you can go fishing, right?
20:51
Yeah.
20:52
I'm pretty much out of production honestly.
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I have a business partner that I brought on her name is Tammy.
20:58
She goes with me to most of the listings and then I wash my hands of it when I leave and
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she takes over from there.
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So I'll go on a couple listing appointments a week, but for the most part, I'm in meetings
21:08
running the companies or, you know, coaching agents, that kind of thing.
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Okay.
21:13
All right.
21:14
So let's transition for the loan officers listing here today.
21:16
You know, as you know, a lot of loan officers get taught to hunt, hunt elephants as they're
21:21
called, right?
21:22
Yeah.
21:23
Absolutely smart.
21:24
Yeah.
21:25
Right.
21:26
Use your time efficiently.
21:27
And I'm sure you've had your fair share of allos over your years, especially if you grew
21:30
and got big, probably got some funny stories there.
21:34
But in terms of the right, so we're talking branding and all that stuff.
21:37
And now you've got this, this long, right, this history of the, in the business and you've
21:41
obviously know what it takes to establish a brand and, you know, all that stuff.
21:46
Any advice, suggestions you have for the loan officers today that are scratching their heads
21:50
going, how do I get in front of the right realtors and how do I get, right, noticed?
21:54
How do I get them to give me the time of day, you know, all the usual stuff?
21:58
Yeah.
21:59
It's, it's funny.
22:00
Like when we first started talking, I told you, I actually have coached lenders in the
22:04
past because they're just like, you know, I'm so open and honest with them.
22:08
I'm like, I see what you're doing.
22:10
Let me just be up front with you.
22:11
The way you came about that, you were a total dork.
22:14
You know, don't do that.
22:15
Don't say stupid things like that.
22:17
And so I'll talk to them and then it comes down to, you know, we'll start laughing a little
22:21
bit.
22:22
And, you know, and then I'll tell them why it was steeper, what, what, how I work and it's
22:27
kind of funny.
22:28
I've, you know, I haven't had a lot of elbows in my history.
22:31
I've had maybe three or four in the last 25 years that really stood by my side.
22:38
We built an unbelievable relationship, those types of things.
22:42
Lenders call me all day every day.
22:43
Yeah.
22:44
And it's, I've had the same spiel.
22:45
I forget who taught me the spiel, but it's the same thing since, you know, I was 19 years
22:50
old.
22:51
The lenders come to me and they start talking about how great they are and I go awesome.
22:55
Here's the way I work, Joe.
22:57
If you bring me one buyer or seller that closes escrow, I'll give you two back.
23:02
And that's how we're going to start our relationship.
23:05
And they all go away except for one or two, you know, and those, those particular lenders
23:12
get a really good shot with me because I keep my word and I'll pay them back.
23:16
And, you know, if they do a good job, perfect.
23:20
You know, in the beginning, there was my first lender.
23:22
He came to me at an open house.
23:24
And, you know, I was bored and we legit sat there for hours and pre-qual people and we
23:29
bonded and had a good relationship.
23:32
And the other lenders are just ones that I was referred by other top agents.
23:37
I said, well, if that top agent's going to use them, then I'm going to use them.
23:40
And, you know, I know the L.O.'s are cringing when they hear that, like, oh, no, but that's
23:44
really where we get, you know, referrals are so important to us.
23:49
But there's been plenty of lenders that I've used.
23:50
They've just been really cool, guys, they've worked hard and brought some sort of value
23:54
to my team or myself and, you know, they weren't cheesy.
23:59
I don't like giving my clients cheesy people.
24:02
Yeah.
24:03
Well, what's your setup right now?
24:04
Do you have an in-house lender?
24:06
We do have a partnership with the lender, yeah, in-house.
24:10
They have about, I think, eight or nine L.O.'s of their company and we call them smart partners,
24:15
you know, home smart and they come to the meetings and they participate and they give
24:18
classes and they do a lot of co-marketing with some of our agents and myself included.
24:24
And we just created a really good relationship and we distribute leads based on personality
24:29
style and certain leads have to go to certain L.O.'s of my choice because of either co-marketing
24:36
or, you know, I have my favorite FHA lender, I have my favorite VA lender, I have my favorite
24:42
lender that co-markets with commission zinc with me.
24:45
I have my favorite lender that can pull anything off in the world, you know, and I choose
24:52
a lot of them based on personality, you know, I study personality well and I'll say,
24:56
oh, this person would never like this person, so I have to give him this person and go
25:00
back from them.
25:01
That's true.
25:02
You know, the best part is, somebody who really truly cares and they're just up front
25:08
and honest with me and say, look, I need to prove to you that I am the best.
25:11
How can I do that?
25:12
How can we work together?
25:13
How can I have a shot?
25:14
You know, what kind of getting on my hands and knees, getting dirty with you can I do?
25:19
And I've always appreciated that because, you know, I got to remember real estate agents
25:23
go, dude, these lenders call me and they ask for business and they do nothing to earn
25:27
it or to serve it.
25:28
And the lenders say, no, I work so hard to be good at what I do, but the agents don't
25:32
see that.
25:33
All they see is you look like a homeless person coming begging for money, you know, so
25:37
the agents, they have to see value before they before they will do it.
25:41
They just go, why do I have to knock on 100 doors a day and give you freebies, you know,
25:46
and that's the reality and that's what they all say to me, even my brand new agents come
25:50
up with that on their own.
25:51
They're like, why, why would I give them this business, you know, so that's, that's where
25:54
it starts, man.
25:55
But I'll tell you, you know, I'm sure you want to go into what specifically, do I like
26:01
to see from lenders and sure let's do it, man.
26:03
I mean, yeah, you go ahead and then I'll probably put an end cap on it, go ahead.
26:07
I really like when agents or L.O.s bring value as far as business, like, you know, there's
26:13
a lot of home search apps and all that stuff out, you know, back in the day and still
26:19
to this day, there's 800 numbers.
26:22
They do, they help out with marketing, flyers, things like that, you know, help, help with
26:29
open houses and putting up signs and, you know, and being part of that because I have
26:34
mostly women on my team and I don't allow them to do open houses.
26:37
So, you know, once in a while, they'll ask the lenders to do it with them and they do
26:41
it if they say yes, that's really appreciated.
26:44
But I like that because it gives my agents a chance to learn about different loan programs
26:47
and whatnot.
26:48
You know, some of the top producing lenders out there listening are just like, oh, God
26:51
I'd rather stick something hot in my eye.
26:55
But you know, there's always that co-market, there's always things that help with business,
26:58
you know, anybody can bring you a Nordstrom's gift card, you know, and I probably have
27:01
20 of those in a drawer somewhere that I don't know, you know, but there's, but there's,
27:06
but there's real value when you add business, help, how about the, you know, bringing
27:12
you business ideas, because I know you talk about co-marketing and that's obviously an
27:15
obvious one.
27:16
But what I usually teach loan officers about is, you know, the problem with whale agents
27:21
like yourself is you're not, you're not part of the conversation, right?
27:24
You're not in there, they're peripheral, not on the radar.
27:26
So how do you get there?
27:27
Well, you've got to, like you said, God forbid, don't call up and go, hey, I got great rates
27:31
and great service.
27:32
It's like, yeah, duh.
27:33
I hope so, right?
27:34
I mean, that's table stakes.
27:37
So, you know, it's like, how do you get in front of these top producers?
27:39
Well, how about building a local platform, kind of like you did with branding?
27:42
Let's bring a bracket branding.
27:44
Brand yourself as that loan officer who's providing value to the realtor community.
27:48
You mentioned classes earlier.
27:49
So I'm talking about way beyond financing 101.
27:52
I'm talking about business building classes, right?
27:54
Talk about the latest apps for real estate.
27:56
Talk about how to, you know, get smart with social media and all that kind of jazz.
28:00
Does that make sense?
28:01
Absolutely.
28:02
And there's a couple of LOs in my area that are really good at that.
28:05
They go to all the real estate agent seminars.
28:07
They go to all their seminars and they do have this handful, this arsenal, if you will,
28:11
of tools for the agent.
28:12
So if they get a hold of an agent that isn't quite up to par with social media, they'll
28:17
help them with that.
28:18
You know, there's a lot of top, top agents that have no idea what they're doing with social
28:22
media.
28:23
And they could really help their business or streamline their business or take a lot
28:26
of headache out of their business, but yeah, business ideas, business planning.
28:31
I can think of one particular guy that works in our town.
28:34
He likes to meet with you and go over different things and talk about buying rental property
28:39
and how to do that and what kind of, you know, interesting loan programs are for that building
28:44
wealth, basically.
28:45
And, you know, there's everybody's got their niche, but I absolutely love that.
28:49
I help the agents with their business.
28:51
That's what they need.
28:52
Real estate sucks when it comes to getting new business.
28:56
It's not easy.
28:57
So the more help the agents can get the better, especially when they participate in a lead
29:03
management.
29:04
Yeah.
29:05
Oh, I see.
29:06
So yeah, having the lender take some of the lead flow and qualifying.
29:08
Yeah.
29:09
I mean, there's nothing wrong with that, especially if you're going to financially participate.
29:12
Right.
29:13
Might as well have the L.O.s, you know, on, here, let's be honest, most agents drop the
29:17
ball with follow up, right?
29:18
Right.
29:19
If you get L.O. that doesn't do that, then they could probably nurture the relationships
29:23
better than the agents and how nice is it for the L.O. to be in control of the lead flow?
29:27
I mean, my God, that's everybody's dream in the industry, right?
29:31
Yeah.
29:32
So I literally know people that the agents kiss their butts because they're giving them
29:37
so many leads or nurturing their leads for them.
29:39
It's kind of a cool flip around.
29:41
Do you have any examples of, you know, that exact situation where, you know, you're using
29:44
some type of lead jam thing and the L.O.s are hand on the flow for you?
29:47
Yeah, we have, we have our L.O.s that actually participate with our CRMs and we assign them
29:52
to their, their certain, I guess they were almost like an ISA and they're the ones that
29:58
call and follow up and say, Hey, you know what?
30:00
I know you on Mike Bjorkman's website the other day, searching around, you know, I wanted
30:04
to make sure you're comfortable with, you know, your price range.
30:07
Is there any cut-up alone programs I can talk to you about to maybe increase your purchase
30:10
power?
30:11
You know, and they do a really good job at, you know, getting these leads and then they'll
30:14
just reassign it back to us and say, Hey, Mr. Smith is hot.
30:17
Call them now.
30:18
They're ready to buy.
30:19
I get pre-called them to 500, get them in the car, you know, and that's kind of a need
30:22
experience to have too.
30:24
So yeah, a couple questions there.
30:25
I like that idea.
30:27
Two things popped in my mind, in my mind.
30:29
One, how does the lender, obviously you've got to have a trusted relationship first, right?
30:33
Before you're willing to do it.
30:34
Absolutely.
30:35
Do you, do you think that there's some agents that wouldn't be comfortable with that
30:39
or just a trust issue just handle that?
30:41
Well, hopefully that relationships to a point where you have that sort of trust, but I'm
30:46
sure it goes both ways in the beginning.
30:48
I might have felt a little funny about it too, but when you literally have thousands
30:51
of leads and your whole team is busy and they're just falling through the cracks, it's
30:55
nice to have the help.
30:56
You know, there's nothing wrong with that.
30:58
It's a, you know, a third party endorser and they're actually doing what people need.
31:03
I mean, if I almost think it should be the law that they should go to the lender and
31:07
the lender should refer the business out to the agents because I'd like to have them
31:12
all pre-qualified.
31:13
Yeah.
31:14
I mean, I have a totally different attitude compared to most agents.
31:19
I want them coming from my lender, you know, I'll co-market with my lender.
31:23
You bring in the pre-qualified leads and I'll thank for them.
31:26
Any advice you have for, I know, and I don't know if you've done this, but you know, some
31:29
agents and this tells you a little bit about the type of agents, perhaps, you know, where
31:34
they, they do the three card thing, you know, where it's like, yeah, here's something
31:37
you're three lenders call, call each one of them, see which one you like.
31:40
How do lenders overcome that?
31:42
I've never done that.
31:46
There might be some local city state laws that say you must do that, but I, I've never
31:52
had a little three at a time that I really trusted or I thought their personality would
31:56
fit all of them.
31:58
I don't, is that even a thing?
32:00
Yeah, yeah, yeah, I've heard it quite, that usually comes from, I hate to say it, but
32:04
that's a, to me, kind of a weak agent, right, because I believe very new or something.
32:09
Yeah, I mean, there's no, I want, I want my lender in control of my buyer at all times.
32:16
I don't think I could really think of three of the cards that I would even get about
32:20
at one time, but if they do, I would just say, you know, I don't even know what I'd
32:27
say.
32:28
Don't worry about it.
32:29
Don't worry about it.
32:30
You know, and say, hey, if you're going to pass out three, why don't you nudge them
32:33
my way?
32:34
Yeah.
32:35
You know, obviously I'm going to take better care of them, but if they have to do that, they
32:37
have to do that.
32:38
I don't know.
32:39
Well, maybe so, you got to, you know, prove yourself that you're going to be the, the
32:42
best choice for them in all areas, and it's like, look, I want to earn the primary spot
32:45
on your team, right?
32:46
So can we kind of, you know, move away from this three card thing because I've proven myself
32:50
right?
32:51
I haven't failed you yet.
32:52
Yeah, the whole line yards.
32:53
And it's like, look, I, you know, yeah, no, sorry.
32:55
I was so blindsided.
32:56
I don't even know what I did.
32:57
Well, that's me.
32:58
I blindsided every 10 minutes, man.
32:59
That's crazy.
33:00
But here's what I do.
33:01
Like, I have tons of leads that come in.
33:03
They're pre-qualified.
33:04
You know, one of our specialties is snagging, I guess you could say buyers from other agents
33:10
because the agents aren't doing their job.
33:12
They're not doing anything to find property.
33:13
They're not doing anything to communicate.
33:15
And once the, once the potential buyers come to us and they go, wow, you guys work a lot
33:19
differently.
33:20
Now these people are already pre-qualified with lenders.
33:22
Sometimes they're online.
33:23
Sometimes they're out of the area.
33:24
Sometimes they're friends and relatives.
33:25
And I always just say, look, I can appreciate the fact you're with Joe from, you know, so
33:30
and so.
33:31
Here's the deal.
33:32
If you want to compete in our market, you need to be with a top trusted L.O.
33:37
There's nothing better than a second opinion.
33:39
You never know what could happen to your first one.
33:41
You never know, you know, what happens?
33:43
So you have to have two different opinions at all times.
33:46
You can go with whoever you want.
33:47
But I am going to insist you at least get to know my lender.
33:51
So if we need Plan B, we have it.
33:53
And then my lenders are good enough to flip them every single time.
33:56
So I mean, that's, that's the only thing that the kind of compares to what you're talking
34:00
about.
34:01
Yeah, it does.
34:02
I just, I refuse to deal with an online lender.
34:05
I refuse to deal with a lender.
34:06
I don't know.
34:07
They have to have to be part of my team.
34:10
That's just the way it is.
34:11
So that reminds me of back in the day, working with Walter Sanford, you know, who he is.
34:16
Oh, yeah.
34:17
No, well, yeah, yeah.
34:18
So Walter used to have this thing in his listings.
34:20
He had this clause in there that required any buyer offers to be pre-approved through
34:24
his lender for the, yeah, we do the same thing.
34:28
We call it double app or cross-qualified.
34:30
If you look in the MLS under any of my listings, it says buyer to be pre-qualified with blank
34:35
mortgage.
34:36
And as they're numbing number and, you know, and then they call up and sometimes they'll
34:41
say, look, I get it.
34:42
You're a good lender.
34:43
I know your name.
34:44
I know you've been in the business a long time.
34:45
There's at least get my guy a copy package and, you know, half the time he gets flipped
34:49
into that lender anyway.
34:51
So, yeah, we have that because it just recently, we had one fall through the cracks.
34:57
One of my newer team agents didn't cross-qual and we fell out of escrow three weeks into
35:02
it.
35:03
I couldn't.
35:04
One and only time we didn't do it, it happened.
35:05
So, you know, I just sat in my staff meeting.
35:07
I said, look, you guys, if you're going to be on my team, you have to do this period.
35:13
And my lender is appreciative because they usually are able to flip them.
35:16
They, you know, even if it's not better rate in terms, they better personalities, better
35:19
salesmanship and, you know, they bond better.
35:22
They're just good people for people persons.
35:25
How much pushback do you get from the buyer's agent on that though?
35:27
Just, you know, say, hey, you're, you're crazy, man.
35:30
Well, I get some, I won't lie, but I just say, look, this is, this is the way it is.
35:36
You give them a copy.
35:37
It's your listing.
35:38
Yeah, give them a copy package to make sense.
35:40
I say it's my company policy.
35:42
I've already proven or I've already gotten permission from the owner to do this.
35:46
The owner understands the importance of this and it's their house.
35:50
So this is what's going to happen and they can call me a jerk all they want.
35:53
I don't care.
35:54
But there is a lot of good L.O.'s in my town and I say, look, Joe, I trust you, man.
35:58
You're a great guy.
35:59
I don't know if anything fell through the cracks.
36:01
I don't know if you had your assistant do this, give it copy package to my lender.
36:05
I promise they don't have to talk to him unless it doesn't make sense.
36:08
You know, and I'll go that route.
36:10
But that's, you know, there's, there's a very few times where I get major pushback.
36:15
I've never had somebody say, fine, I'm going to go some a different house if that's right.
36:20
Yeah.
36:21
And I think that the last point on that is, you know, there's obviously the benefit
36:24
that a loan officer did for that.
36:25
But you as the agent, what you're really getting out of that is, is iron clad control on
36:29
that listing because as you said, the worst thing in the world is have something fall
36:32
out in the 11th hour.
36:33
You know, that's what you're trying to prevent.
36:35
And you'd be surprised how many times my lender calls me and says, dude, I wouldn't do
36:39
that deal.
36:40
I wouldn't do it.
36:41
But I don't know if they could do it.
36:42
Yeah.
36:43
Right.
36:44
You know, and that's where they're throwing it against the wall, hoping it sticks.
36:46
And that's when I go, nope, I want a full double app now.
36:49
Right.
36:50
Right.
36:51
So I've saved a lot of deals from going through.
36:52
And the agents just have to be strong, you know, in the, in the LOs when they're working
36:56
with your, with their agents, they have to be strong and it's described to them in detail
37:00
why it's so important that they do this, you know, get a couple extra deals a year out
37:05
of it.
37:06
And that's win-win for everybody.
37:07
Well, I think this all, you know, this whole conversation just stemmed out of my question
37:10
about the three-card approach.
37:12
And, you know, for those loan officers listening, you know, it's a conversation that if you've
37:16
got a good enough relationship with the Realtor, I think you should have it, and you position
37:20
it for the benefit to them more so than you, which is, you know, God forbid, Mr. Mrs.
37:25
Agent, you know, how bad it sucks to have deals fall out the 11th hour.
37:28
I want to help minimize that as much as possible.
37:30
So how about this for an idea, right?
37:31
How about we write a clause into the listing agreement that any buyer offers, blah, blah,
37:35
blah, blah.
37:36
Like so.
37:37
So see if they go for it.
37:38
Another amazing opportunity for an L.O., which is my favorite, is most of the buyer's
37:43
agents, she's most of the agents out there, they don't have a good listing presentation
37:47
and they don't have a good buyer's presentation.
37:49
They're all over the internet, you can get them anywhere.
37:52
But if that lender customizes that buyer's presentation, or maybe they do it as a team
37:57
together and give a editable PowerPoint or something, in that pre-made PowerPoint is the
38:04
benefits of cross-calling, or the benefits of getting a second idea, working with a local
38:10
trusted lender.
38:11
And they can hand that to them on a personalized thumb drive and say, here, I've gone through
38:15
the time and, you know, to make you these presentations.
38:20
How about we have lunch, you know, in the next couple of days, and I'll help you customize
38:23
this to you and your team, and then I'll show you how to present it so you can win more
38:27
out on the battlefield, you know, that type of stuff.
38:30
And those are the types of things that I like when lenders do, you know, they help us
38:34
with all kinds of things.
38:35
Like I have a lender right now that he emails me PDFs of, you know, free reports for loans
38:41
things that I can use for direct response marketing, you know, the truth about seconds.
38:47
What's the difference between an equity line in a second or, you know, is FHA really
38:52
that good of a deal?
38:53
You know, really neat things.
38:54
And they, in the email, and I'm allowed to use them, I'm allowed to brand them to myself
38:58
and I'm like, geez, you know, if I went online and tried to buy those or gather those
39:01
will be huge pain or just the fact that you know, the time would take for you to find
39:05
those.
39:06
Forget it, right?
39:07
Yeah.
39:08
I really appreciate that kind of stuff.
39:09
You know, there's all kinds of things that the L.O.s can do for the agents that really
39:13
help their business, you know, especially the CRMs and showing them how to work a CRM.
39:18
I don't know why.
39:19
I think you have to have some sort of analytical side to you to be an L.O.
39:23
I guess that's part of the business.
39:26
So naturally, lenders are really good with CRMs and being really accurate with them.
39:33
And if they could sit down side by side and maybe provide a CRM to the agents and help
39:38
them with it and show them what to do, I think all those types of things are value-added
39:43
benefits to the agent.
39:45
I think the lenders could really win with things like that too.
39:48
Well, you know why most L.O. officers are more analytical, you know, the disprofile,
39:51
right?
39:52
Yeah, because most of them come out higher on the SC there than the DI by far in realtors
39:57
of the opposite.
39:58
Yeah, and that's why they suck so bad at showing to agents.
40:01
They come up looking like dorks because they don't know how to be, you know, they don't
40:04
know how to be a high-end.
40:05
They have a personality, yeah.
40:07
Yeah, and that's, but so when you find that rare one that's in the middle, it's really
40:11
hard.
40:12
And those are usually the top ones that are, when you're talking distas, we call them
40:16
chameleons.
40:17
They have enough D in them to drive.
40:19
They have enough I in them to sell and they have enough S and C to get the loan done,
40:23
right?
40:24
And be consistent and accountable.
40:25
It's a, it's a really, it's a really hard thing to find with lenders.
40:28
And, you know, when I grab a couple of those, I really appreciate it.
40:32
You know, we're talking about branding on this call.
40:34
And I just thought of one of the, one of the old L.O.s that I used probably for 10 years.
40:39
He was, it was a husband and wife team and they were amazing with branding themselves
40:44
to where a lot of the times when we would pick up buyers, they branded themselves so well
40:50
like a real estate agent in the community that they'd already come to me, pre-proved or
40:55
pre-qualified from these people.
40:57
And I remember all those little things.
40:59
Not only did they really brand themselves well in the community, but they also did it with
41:03
helping the agents and, and I look back now and I go, man, they had the market corner.
41:07
They got to the buyers before me and then they also helped me.
41:10
So it never used to bug me to work with them because they were really good, too.
41:13
Yeah, they branded themselves like real estate.
41:18
As a matter of fact, you know, 15 years later, they actually did get into the real estate
41:23
field and did pretty well.
41:25
So, you know, they, you could almost not tell the difference if you weren't paying attention
41:30
if they were lender or a realtor because they advertised in the same magazines, they
41:33
advertised on TV, they were still big in the community.
41:36
And it was interesting to watch.
41:38
Yeah, that's a great point.
41:39
Thanks for bringing that up because I think, you know, what's, what I'm getting a sense
41:43
of what they probably did is around this, you know, content marketing with branding, like
41:46
you reference some of those shareable documents and resources online, social, right, everything
41:51
about, right, what to look out for with FHA or even doing stuff like, you know, 10 tips
41:56
to sell your home for top dot, there's no reason why a loan officer couldn't do all that
41:59
stuff, too.
42:00
Oh, I built their own database.
42:03
Absolutely.
42:04
They had a huge database and worked it well.
42:06
Yeah.
42:07
Cool.
42:08
So, I know we're just about out of time.
42:09
I was curious, you know, because you mentioned you coach agents and lenders as well.
42:13
Who do you look to in this industry or whether it's in or out of real estate, right?
42:17
Who's like a, do you have a coach or somebody that you kind of, you know, like, whether it's
42:22
the fairies of the world or whoever?
42:24
Right.
42:25
Well, I, I know them all personally, like said Walter Sanford, I mean, every single coach
42:30
out there or a trainer, I know them all.
42:33
Probably the very best in the industry right now is club wealth, Michael Helix and
42:38
known as club wealth coaching and he's got an amazing group of coaches and the content
42:44
and the way that the industry civics are flowing through that system that is by far the best
42:51
out there.
42:53
I love club wealth so much.
42:54
I'm a contributor to their coaching.
42:57
I do their club wealth TV every Wednesday at nine o'clock Pacific time.
43:01
I do, I do a lot with them.
43:03
So that would be my number one, but I, I have a lot of heroes out there and I love them
43:07
all and I've been to every thing and everybody and I just take little bits and pieces from
43:11
each and everyone.
43:12
Right.
43:13
But if you wanted to nail me down, that would be for sure club wealth for now.
43:17
Yes.
43:18
Yes.
43:19
I'm going to make sure I look at Michael.
43:20
It's you and I talked about him the other day.
43:21
I got to say hi to him.
43:22
Cool.
43:23
Well, for those listening, I want to learn more about you.
43:25
Find out or check you out online.
43:27
What's a couple of places you want to direct them to?
43:30
Mike Bjorkman.
43:31
That's the easiest way.
43:32
Just Google.
43:33
Google my name, BJ or KM and you know, follow my Facebook would probably be a really good
43:41
indicator of what I do throughout the day.
43:44
That's the best way and anybody could always call myself in.
43:47
It's published on every single website.
43:49
It's, you know, it's not a big deal and if you have a pen, it's six, six, one, two, one,
43:54
two, eight, zero, seven, five, six, six, one, two, one, two, eight, zero, seven, five.
44:00
My huge texture, I love yes or no or quick, you know, one or two answer things and, you
44:06
know, I do it hundreds of times a day with my agent.
44:08
So a couple more.
44:09
They'll do not bother me.
44:10
I love to help people.
44:11
Well, that's awesome.
44:12
I appreciate your generosity and this was a, this was a great call.
44:15
I learned a lot.
44:16
So for you listeners, get branding on yourself.
44:18
You got some great insights today on how to approach top agents, how to position yourself
44:22
as a value-added partner instead of just a loan officer making that squeaky noise about
44:26
give me a deal.
44:27
Please don't do that anymore.
44:28
After listening to today's call, check out some of Mike's resources and I appreciate
44:32
you being here Mike.
44:33
Thank you so much.
44:34
I sure appreciate you guys and have a good one.
44:36
You bet listeners once again, I hope you like today's episode, leave us a review on
44:41
iTunes.
44:42
If you haven't subscribed yet, please do so.
44:43
iTunes or Stitcher and I appreciate you as well.
44:46
So thanks for listening.
44:47
We'll see you on the next one.
44:48
This is your host Jeff Zimper.
44:49
Bye for now.
44:50
Thanks for listening to Mortgage Marketing Radio.
44:54
On more truth in Mortgage Marketing, get more free training and resources at MortgageMarketingInstitute.com.
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