Latest / Mortgage Marketing Radio / Beyond Lunch & Learns: How Top LOs Are Scaling Realtor Referrals with High-Impact Agent Classes

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Beyond Lunch & Learns: How Top LOs Are Scaling Realtor Referrals with High-Impact Agent Classes · Mortgage Marketing Radio

• 0:00
  Hey, are you tired of pouring time and money into agent classes that barely move the needle or
• 0:05
  worse? Nobody even shows up. Hey, you're not alone. I've been there. Many loan officers have been
• 0:12
  there. And here's the thing. A lot of loan officers dread the idea of hosting agent classes and events
• 0:19
  because they think it means free food or delivering boring power points or they get stuck on, well,
• 0:25
  why would an agent show up and listen to me if I'm not presenting topics that are about mortgage
• 0:30
  lending rates, products and those types of things. But I want you to imagine for a moment,
• 0:37
  you don't need to be a subject matter expert. You just need to be a facilitator.
• 0:41
  You just need to be a messenger. And the value is conveyed not in you, right? But in the information
• 0:47
  and the content is provided. Imagine if you could consistently fill a room or even a zoom with
• 0:54
  the exact agents you want to work with and actually convert some of them into referral partners
• 1:00
  without chasing begging right, cold calling or paying for leads. Hey, by the way, my name is Jeff
• 1:05
  Zimfer. You're listening to the mortgage marketing radio podcast where we help you market
• 1:09
  yourself, grow your business and elevate your personal brand, driving more engagement and
• 1:15
  conversations with realtors to fill your pipeline. And we do it without begging for business.
• 1:21
  Today on the show, we're answering the question, how are top producing loan officers actually
• 1:26
  growing their realtor referrals with agent classes that work? And what you're going to hear is a
• 1:32
  conversation. I was invited to be part of a live panel of four standout originators who are
• 1:39
  crushing the event strategy in their markets from investor classes to high production
• 1:44
  realtor panels to marketing social media related content. They're getting creative with the
• 1:50
  content. They're filling the rooms and they're building real relationships that turn into deals.
• 1:54
  So what you're going to hear is this is like a panel of subject matter experts have been doing
• 1:59
  this for a variety of time, right, from six months to multiple years. And it is a significant portion
• 2:07
  of their business. And this is a great conversation that I think I wanted to invite you to sit
• 2:13
  in on. And I was invited to be the panelist host by my friend Connor Bartley. And Connor runs the
• 2:23
  L.O. down, right? The L.O. down is a high value content hub for originators. It's a newsletter.
• 2:29
  It's a community. And he has great content and resources to help you get better at what you do.
• 2:36
  And that is build your business. I'll put links to that in the show notes, links to his LinkedIn
• 2:40
  profile. So you can go follow him, find out more, learn more over there. But getting back to the
• 2:47
  topic of this panel that we're on, obviously Conor knows one of the primary things that I help
• 2:53
  originators do is exactly what you're going to hear today is on this panel. Now, by the way,
• 2:59
  none of the people on this panel are members of my platform, which is called my agent classes.
• 3:03
  And this is our turnkey platform where we help you. We give you the content. We give it the
• 3:08
  PowerPoint templates, right? The train the trainer videos. We give you the emails. We actually
• 3:11
  send the emails for you. We actually help you do all the marketing, help you promote and get
• 3:15
  butts and seats and turn you into a high leverage facilitator that attracts versus Chase agents.
• 3:20
  That's a kill. And if you want to learn more about how we do that, there's a link in the show notes
• 3:24
  or you can just right now go to go.my agent classes.com. And there'll be a brief video there from me
• 3:30
  with some success stories and a sneak peek in the back end of our platform about my agent classes.
• 3:35
  So you can see if it's a fit for you or not. So once again, I'll say that none of the folks on this
• 3:39
  panel are members of my community and my platform. What that goes to show you and goes to prove
• 3:44
  is that if you're not doing classes consistently, why not? Someone else in your local market is
• 3:51
  and they're probably capturing market share that you're missing out on. So in this panel
• 3:56
  conversation, you're going to hear three key things. Why events are the most leveraged
• 3:59
  topple funnel strategy for realtor engagement? The biggest mistakes to avoid with your classes
• 4:04
  and how to get butts and seats, even if you're just getting started. Plus, we're going to share
• 4:08
  some surprising insights on how using AI, strategic partnerships, and even non-mortgage topics
• 4:14
  can drive massive value for you and your agents. So if you're ready to flip the script, stop
• 4:20
  chasing and start attracting the right ones, stick around for this episode of Mortgage Marketing
• 4:25
  Radio.
• 4:37
  Welcome, good morning, and welcome to Beyond the Lunch and Learn, the lowdown hosting
• 4:43
  events that agents love. I'm Connor Bartley. Bam, bam, bam, bam. Clearly, I'm pretty excited
• 4:52
  because what we're about to do today goes way beyond just free sandwiches, PowerPoint presentations,
• 5:00
  the boring crap that nobody loves. Today is about learning how to host kick ass events that agents
• 5:06
  actually show up for that build real partnerships and that genuinely move the needle in your
• 5:13
  business. So can I get a few bamps from everybody here in the chat? Just give me a bam.
• 5:19
  All right, let's warm that up. Okay. And tell me where you're at. Tell me where you're coming from,
• 5:23
  where you tree. I want to know who's here. All right, we've got a good group forming people
• 5:29
  are starting to roll in. Bam from Cape Cod. What's up, Ed? Bam from Texas. What's up, Lee? Bam from
• 5:35
  Spokane. We got Colorado in the house, Connecticut, Sacramento, Fort Worth. People are from all over
• 5:41
  the country. This is awesome, guys. Thank you for choosing to spend your time here today. Well,
• 5:47
  you guys are putting stuff in the chat. Let me set the stage. Okay. We've got four panelists joining
• 5:53
  us today. Each one of them have been guests on the low down mortgage podcast. If you haven't
• 5:59
  checked it out, I highly recommend it. No bias there, right? And they're all executing event
• 6:05
  strategy at a high level in their respective markets. They're some of the most creative,
• 6:10
  most successful, most battle tested loan originators in the country. And they're here to pull back
• 6:15
  the curtain on exactly how they are doing the event strategy. Let me give you a huge welcome
• 6:22
  to our panelists. First from St. Louis, Missouri. We've got Paige Ring Camp, who has mastered the art
• 6:28
  of teaching through value, co-hosting investing classes with agents that they absolutely rave about.
• 6:35
  From Denver, Colorado, we've got Elizabeth Tara, who has scaled events from small intimate
• 6:41
  meetups to massive, corporately sponsored productions that are generating real pipeline.
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  From Dallas, Texas, we've got PJ Holland, who's live on location and in universal studios,
• 6:54
  I believe today. She's a hosting content driven topic first approach that consistently draws crowds
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  and creates loyal agent partnerships. And last but not least, you know, we have to go ladies first.
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  We got from Crown Point, Indiana, John Wells, who's the co-hosting speak easy master, who uses
• 7:13
  exclusivity and strategic partnerships to elevate authority and fill rooms with the exact agents
• 7:20
  that he wants to work with. And then guiding this conversation, the man the myth, the legend,
• 7:25
  someone who needs no introduction in this industry, the host of mortgage marketing radio,
• 7:31
  and one of the most respected voices in the agent, L.O. strategy. We've got Jeff Zimfer. I'm going
• 7:37
  to drop in the comments or the chat here, a link to mortgage marketing institute for Jeff. You guys
• 7:44
  need to check him out. And let me give you a little background on how this started and a little story
• 7:49
  about Jeff that I think everyone should hear today. Okay. I had this idea that I've been talking
• 7:55
  to some great people and this topic had come up and I said, you know, we got a host, a panel. We've
• 8:00
  got to do a big thing with this. And then I know I'm going to sales mastery that was here in Dallas
• 8:06
  back in October. And I'm like, Jeff's on the stage. I know he's going to be there. He's the best
• 8:11
  most authoritative person in this industry on this topic. I got to ask him. So we're in the lobby.
• 8:18
  It's a break between speakers. I see Jeff across the room. It's one of those moments where there's
• 8:22
  probably music playing in the background, right? And I'm like tractor beams. I'm headed over to Jeff.
• 8:26
  I'm like, I got here's my moment. Here's my chance. And if you guys are ever at any of these events,
• 8:31
  you being shy is expensive. That's something I learned from my man Amir Saeed. You've got to ask.
• 8:38
  You got to step out of your comfort zone. So I go over to Jeff and I say, Jeff, I'm hosting a
• 8:43
  panel, but I need a host. I need somebody who's an expert on this topic of agent L.O. events.
• 8:49
  Can you do that for me? And you know, he looks at me and he says, whatever would bring you value
• 8:53
  corner. And that's what I'm talking about. That is the heart that we need more of in this industry,
• 8:59
  that open hand, the most successful people in this business live with an open hand. They're helping
• 9:05
  each other. They're being collaborative. And if there's nothing that you take away from today,
• 9:10
  other than that is that you need to get in the rooms with the people that represent your future.
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  Find people locally, find people in your company, find people in this industry that you can talk to
• 9:22
  on a regular basis, collaborate with, hold each other accountable, and really get some meaningful
• 9:28
  conversation going. This job is hard enough. You want to go somewhere fast. Go alone. You want to go
• 9:33
  far. Go together and find your group guys. Get in those rooms. So I made that decision about a year
• 9:39
  ago. It's paid off for me. I love what's come of it. The growth has been incredible. You will
• 9:45
  not regret it. So with all that being said, all right. I want everybody here to be interactive.
• 9:52
  I want you to be present. I want you to take notes, listen, ask questions, engage with this panel.
• 9:59
  I'm going to take notes. All right. And I'm going to share those notes afterward through the low
• 10:05
  down on lower newsletter. If you're not subscribed, I'll put the link here in the comments or the
• 10:10
  chat so you can hop into that. But every week on Saturday, this email goes out to you. It's value
• 10:16
  added. There's some underwriting guideline tips. We'll preview or we'll share some details on
• 10:23
  the past podcast. Maybe preview the ones coming up in the future. It's a great newsletter.
• 10:28
  I highly recommend it. I write it. So I'm a little biased. But guys, I'm going to take notes and
• 10:34
  I'm going to share those with you so that you don't have to worry about it so much. I want you to
• 10:39
  listen, ask questions and be a part of this. And so without further ado, I want to hand this over to
• 10:47
  Mr. Jeff Zemper. Let him take control of this conversation and start asking these wonderful
• 10:52
  people on this panel exactly how they are using this one-to-many strategy to build their business.
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  Well, good morning. Can you guys hear me? Okay. Yes.
• 11:04
  Greetings. Good morning. Hey, everybody. Thanks for being here. Welcome, welcome, welcome.
• 11:08
  What? I don't know how to top that. That was one hell of an intro and energy and amped up. So
• 11:13
  great job on that, Connor. Okay. So we've got a panel here of people who specialize in
• 11:19
  leading with events and hosting panels and different things like that. Okay, so I'm going to start
• 11:26
  with kind of broad types of questions. And then we're going to get a little bit more narrow and
• 11:31
  focused. First of all, I just want to say I respect everybody here on this panel. Number one,
• 11:36
  because what you do, I find that most known originators shy away from you. Would you guys agree with
• 11:43
  that? Yeah. Absolutely. Yeah. And so we're going to talk about why they shy. And what are some
• 11:48
  of the reasons maybe you've heard? You know, I hear a lot of reasons as to why they don't want to host
• 11:52
  events and classes and so forth. And maybe we can unpack that and deal with some mindset issues.
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  But let me go around the horn real quick. Let's start with this. I want to ask you the question
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  is what has hosting events? And when I say events, I know we're talking like I don't like to use
• 12:08
  the term lunch and learns either because that's old school and that that implies something different.
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  And I know you're going to get to articulate why you don't do lunch and learns per se.
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  But when I talk about events, I'm talking about hosting a workshop class educational session for
• 12:23
  realtor, it could be virtual or in person. We'll talk about the differences there as well. But what I
• 12:27
  want to ask you guys is what has been the primary impact to your business and hosting events. And
• 12:34
  seeing as I'm going to go from left to right here on my video panel, I'm going to start with Elizabeth.
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  Just a quick like, you know, 60 second takeaway, what's been the biggest impact for you hosting
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  events for your business? I would say the easiest thing to really consider why you would do an event
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  and why you get out of it is a reason to have a conversation with your abroad partners.
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  So if you do not, even if the event is like just okay, like first of all, not everybody's
• 13:01
  in a go to it, but you have a reason to call them and invite them to something. You have a reason
• 13:04
  to remind them that this is coming up. You have a reason to follow up with them whether they came
• 13:08
  or whether they didn't come. So you create the event to create the reason to have a good conversation
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  to say, hey, I know what I'm doing in an expert in this arena. I'm local in your area if it's
• 13:19
  a local event or I'm national because I'm badass, right? And I have reached everywhere and at the same
• 13:26
  time I thought of you. All right. So what I heard from there is it is the fire starter, if you will,
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  the jump start to all the activities we should be doing anyways. Yeah. And it's a shortcut, right?
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  It's a shortcut to say like, here's why I don't have anything to say, well, yes, you do. Now you do.
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  You just create the reason to have something to say. Okay. So I'm actually going to take notes on
• 13:50
  this because I love this is real time. Nothing to say, right? Exactly. We're also going to get into
• 13:55
  what do I teach or what's the topic, all that kind of stuff. Next up, Patty Joe, same question.
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  What has been the impact for you hosting events? So I'm a producing branch manager and doing
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  this helps my newer LOs or those that have come back into the business, get in front of people
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  that they normally wouldn't do it. So I like partnering with a really successful, you know, title
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  business development person that can bring people in because they've got contacts that I can't get
• 14:26
  I can't get through through the door on. So I like doing that because then it's just natural
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  exposure and then when and then when you know, they just meet us, of course they're going to be
• 14:35
  attracted to us because, you know, like-minded people and when they feel when they feel your energy
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  and I'm really big on that, like when they feel that you're passionate and they feel your energy,
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  then they want to do more business with you and then it just and then they naturally organically
• 14:50
  want to just have another conversation with you instead of just being like, hey, you know,
• 14:54
  that would just a great call and you know, be scared to do another follow-up because you
• 15:01
  probably naturally, organically, had a conversation that wasn't about mortgage, that wasn't about
• 15:06
  the industry or had a crazy pile like you bonded on something on another level aside from just
• 15:12
  getting there. So to me, it's just like a like a gateway drug, right? Like it just opened the door
• 15:16
  just a little bit to just kind of get in there and then infiltrate. So that's why I liked it.
• 15:22
  Yeah, such a great point. I mean, this is when it comes down to it. If we're working with
• 15:26
  real estate agents, it's still a relationship business and it's, you know, you've got to have that
• 15:30
  right synergy. They've got to like you. You've got to like them and the fastest way to figure
• 15:34
  out is, you know, that sniff test sort of in the early stages, like do you like each other?
• 15:39
  And the fastest way to do it. Yeah, it's a blind date. Exactly, right? And so being a person, like,
• 15:44
  as my friend Travis Newton says, if you're doing a class for one hour and let's say it's you,
• 15:48
  well, you have one hour of a captive audience that gets to know who you are, your styles,
• 15:53
  your likes, your personality, and so that trust builds over that time that you're with them.
• 15:58
  Great answer. John Wells, you know the question? You're up, sir. Go ahead.
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  So what I really get out of my events is like, I've always been working this like whale list of agents,
• 16:08
  right? And I've never really understood how to follow up with them, get in front of them, etc.
• 16:14
  So now I'm with my current coach. We're doing these events to position myself to be able to get
• 16:19
  in front of these agents and they're now inviting people from their office. So I'm also getting
• 16:25
  like-minded people into these events as well, right? So it's a really great way for me to make that
• 16:32
  first impression and get that agent one-on-one when, you know, other loan officers are still trying
• 16:38
  to call on that agent. They're not having any success. So it's a way for me to get around that
• 16:42
  first barrier of entry and then build that relationship. Love that. What I wrote down is the
• 16:48
  multiplication factor. You know, Connor, back to the sales mastery event, if you recall what
• 16:58
  Todd opened up with was a story about the power of one and the power of one to many. And I kind
• 17:04
  of rift on that a little bit. I think he has been saying this for years is that one plus one
• 17:08
  does not equal two. One plus one equals many. And that's why we do events is because we just heard
• 17:14
  from John is they're going to bring other agents. So you're going to get exposure to people. You
• 17:18
  know, we've heard from people talk about title reps. It's like this is a one to many multiplication
• 17:23
  effort that's highly leveraged. All right, Paige, what's been the biggest impact for you in hosting
• 17:30
  events and classes? Yeah, I think the biggest impact for me has just been, I mean, as we all know,
• 17:37
  your most valuable asset is your time, right? So getting in front of agents, especially the top
• 17:41
  producing ones and getting to, you know, get them on, allow you on their calendar gets harder and
• 17:47
  harder as time goes on because everyone's busy. And I think what used to help me get in front of
• 17:53
  agents like we can close in three weeks or we can do a 580 credit score is is now the norm,
• 17:57
  you know, that's no longer a piece of value. So this is just allowed me to get on their calendar
• 18:04
  and stay in front of them in a way that's still bringing them value. Hmm, okay. Roughly how long
• 18:10
  have all of you been doing events and classes? You can just randomly shout it out.
• 18:17
  Since day one. So nine years. Nine years. Okay, let me go reverse now. John, how about you?
• 18:23
  Uh, I've been recently like the last year, but I did do them for a while before COVID. So we'll just say
• 18:31
  like a year. Okay. Uh, how about Patty? How about how many? How long?
• 18:36
  At least since COVID started out with this in. Okay, so you start out and zoom and then you went
• 18:40
  to in person. Yes. Elizabeth, how many years for you? Um, 0.6 years. About six years. Okay.
• 18:50
  No, no, 0.6 years. Seven months. So six months. Oh, really? Yeah. Wow. All right. Good for you.
• 18:59
  Has this become the dominant primary way by which you grow your awareness and engagement with
• 19:05
  real estate agents? You're asking me because I was the most recent baby in this. Yeah. Okay. Yeah.
• 19:12
  I would say absolutely. And a couple of different reasons. First of all, it's working, right? Like,
• 19:16
  I can tell you right now it's working. My business is different than it was nine months ago.
• 19:20
  And a lot of that is because I committed to this, executed it, figured it out. And now it can be
• 19:25
  a lot more efficient. I mean, I've been watching Connor figure out how the heck to be a podcaster
• 19:29
  and a newsletter after and all these other things. And some of you just figure out and you get
• 19:34
  better faster stronger at it. And to me, the response back from my agents, even if they don't go,
• 19:43
  or even they don't attend the event, they're talking to me about it. When I talk to them in person,
• 19:48
  they're like, Hey, that was a great idea of event or hey, I'd like to replay whatever the case is.
• 19:53
  And I've never had them agents reach out to me asking me for something before. So why would I not
• 20:00
  double down and do more of that thing that's getting them engaged with me and noticing and asking
• 20:04
  me to participate in conversation with them? Isn't that fantastic? You know, the phrase is flip the
• 20:11
  script or in the tables. But I always like to say, you know, let's stop chasing, let's start
• 20:16
  attracting. And so now you have agents coming to you and the power dynamics have shifted.
• 20:21
  Because now you have something they want. Oh, by the way, at the beginning, it's not loans.
• 20:26
  And it's not interest rates, right? It's the information that you have.
• 20:32
  Patty, is this the number one thing you do to get real to referrals?
• 20:36
  No. It's really word of mouth. And then I'm really good at converting a listing agent to become
• 20:45
  my next client. Okay. I love that. Let's keep going just for a sake of time. John, is this your
• 20:52
  top way to get real to referrals? It's actually not either. It's one of the things that I do. But
• 20:58
  a lot of it, I mean, it helps me get in the door with newer agents. I will say that. But a lot of
• 21:03
  what I do is, you know, between conversations I have with agents, you know, doing office meetings
• 21:08
  with them and doing one-on-one stuff as well to give them information on like loan programs and stuff.
• 21:14
  But how do you get to those one-on-ones and conversations in, you know what I mean? Yeah, exactly.
• 21:18
  It's the way for me to draw in especially the larger agents that I want to work with.
• 21:22
  Events are definitely like the top of that funnel, for sure.
• 21:25
  And maybe I should have characterized that a little bit better in terms of activities we can do,
• 21:30
  right? If you picture that funnel per se, like at the top of that funnel, what we really want at
• 21:34
  the end of the day is conversations with real estate agents. Right. Exactly. So I guess maybe that's
• 21:38
  the better question is, is this a primary or the, and that's great, by the way, it's not.
• 21:44
  But it sounds like for many of you, it is the top of the funnel that gets to the one-on-one.
• 21:49
  Correct. Yeah. It's definitely one of the things that you are the top of the funnel to bring
• 21:52
  agents in. I think it needs to be a layer, right? I like your funnel, but I do think it's a layer
• 21:57
  that all these pieces stack on top of each other to create this new thing that wouldn't be as robust
• 22:02
  if we took out either any of those layers, just like Jonathan was saying. They're all important.
• 22:06
  They're all connected. Page, anything you want to add to my question?
• 22:11
  Yeah, it's just everything that everyone else said except for the other component for me is that
• 22:15
  I've just recently gotten over myself and realized that I need to do social media.
• 22:19
  And so the classes have given me content to, you know, pull different pieces of content from
• 22:26
  the classes. And just like Elizabeth was saying, it's another reason to reach out to people.
• 22:30
  So I'll follow up from a post page and you see my class this Friday, etc., etc.
• 22:35
  Okay. I'm going to, I'm going to piggyback on that page because even though it's not my number
• 22:39
  one thing, it actually will be for 2026. So you mentioned the sales mastery class.
• 22:48
  And I tell you, like, if you didn't go to that thing, that thing was like mind blowing to me.
• 22:54
  As far as like what you have to do, and I think the biggest thing at startup is that kind of stuck
• 22:58
  out. Same with page, when I started this industry in 2018, I knew video was how I needed to do
• 23:04
  because I didn't have this was my second career. So I started in video, didn't realize there were
• 23:09
  compliance things and all my video got pulled because I was a compliant. And when you stop doing
• 23:14
  video, it's really hard to get back into it because you get busy. But when I learned from that
• 23:18
  sales mastery class, there is something that's coming out. And if you are not on top of that AI
• 23:23
  wave and you are not teaching it, you are going to get left behind. So I'm here in Universal,
• 23:30
  but this is actually my annual branch retreat with my team. And the one thing that we talked about
• 23:34
  was how to get in front and how we're going to teach the realtors how to do this AI stuff.
• 23:39
  Because if we're not teaching them, somebody else will be. But if we're going to teach,
• 23:43
  we have to be the student first. So we're not waiting for January 1 to start the diet. We're waiting
• 23:48
  for after Thanksgiving. And then we're going to start the diet of getting on social just like pages
• 23:54
  mentioned. Yeah. So I love that. That's a summary. All right. I want to pivot a little bit and
• 23:59
  start taking some questions from the audience. And so I'll go back and forth. Right now I see a
• 24:05
  question from Leslie. It's actually multiple questions. Let me start with the first one. And let me
• 24:12
  go to John, the question and I'll come to the rest of you guys. This is kind of the question
• 24:18
  around in person or virtual, right? Like where's the most successful? But what's your, do you have a
• 24:22
  general response to? Because I get hell those all the time. Should I do it in person or virtual?
• 24:26
  Right? What do you say? Yeah. So I like to do in person for me personally. I'm working on,
• 24:32
  eventually I will do virtual events. But for now, everything is in person. And the reason why I do
• 24:38
  it is because I'm really thinking about my audience and my audience are agents that are doing,
• 24:44
  you know, at least 10 million a year or more, right? And so those agents, they're, you know,
• 24:50
  they'll likely come to something that's in person, especially with the local market that I'm in
• 24:54
  as opposed to like they're not really going to hop on a Zoom call to be honest with you. So that's,
• 25:00
  I'm sure other markets might be different, but that's just where I'm at now with everything.
• 25:03
  What market are you in? I'm in Crown Point, Indiana. So it's like right outside Chicago about 45
• 25:09
  minutes. So the 10 million dollar producer is roughly how many units then?
• 25:14
  Uh, that'd be like 40, 40 to 50 units.
• 25:18
  All right. So they're doing some volume.
• 25:20
  Yeah. We have like average amount over here is like 250. So.
• 25:24
  Okay. Well, while I got you, John, what do you say to the LOs who say top producers won't come to
• 25:29
  events? They will have to give it a value. And if sometimes the value is having them on the panel.
• 25:35
  So we could probably get into that a little bit later, but that's, uh, that's definitely,
• 25:39
  you got to give us a value. Okay. Um, Elizabeth, uh, six months in. Are you virtual or in person?
• 25:46
  Both both. Um, part of that is because I do support a group of loan officers who are not in my
• 25:54
  immediate vicinity. And so to do that, to create those events, it made sense for me to be able to
• 26:00
  help all of the loan officers who had capacity to like do this. I wanted them to have that
• 26:05
  availability too. So virtual made a lot of sense for that. Um, and then at the same time,
• 26:10
  we did a great in-person event this summer and just downloading with some of my closer agent friends
• 26:15
  talking, you know, what do we do? Right? What do we miss? Like what was, what was a flop? Um, she said,
• 26:21
  you know, the thing that mattered the most about what we're missing here is being in the room and
• 26:25
  talking to other agents who haven't seen a lot and having that community. Uh, yeah, 100%.
• 26:30
  And so I need that was very, very helpful reflection to me because you can't do that virtually.
• 26:37
  Like we can to an extent, but not, not 100%. Um, so I believe it needs to be a combination of the two.
• 26:44
  Okay. Um, now what I'm going to do is I'm going to pivot. I'm not going to necessarily allow
• 26:48
  every person to answer the same questions just for sake of time so I can get more questions out.
• 26:52
  Um, my, my quick takeaway though, to the virtual or in person, I often say both. Um, and the reason
• 26:58
  why I say both is because there's a place and a time for doing something virtual.
• 27:02
  It's an easy way to get started, cut your teeth a little bit, get used to the content perhaps,
• 27:06
  but ultimately what I think we would hear from everybody here is that the number one way to accelerate
• 27:11
  the trust conversations and referrals is in person. It's really hard to build trust with this tiny
• 27:16
  little screen that we've got here and all the things going on in virtual. Okay. Let's now get into, um,
• 27:23
  marketing and promotion. How do you get butts in seats? Uh, let's see. Page, I'm going to go to you.
• 27:29
  How do you get butts in seats? What's, what's, yeah, your process around that?
• 27:34
  Um, I start with social media posts and then I individually reach out one on one via text.
• 27:41
  And then if I'm, if I'm really feeling like it's going to be a like class, then I ask friends for a favor.
• 27:46
  That's, um, yeah, like my team or some good friends of mine that are real estate agents,
• 27:54
  but usually with a one-on-one invite, it can go a long way.
• 27:58
  All right. So break it down a little bit deeper. What's a one-on-one invite?
• 28:01
  You said a text. Is that a video? A voice? Are you using a reach app? How are you?
• 28:06
  I am copying and pasting him, having a class on this. If you are anyone who would like to come,
• 28:11
  I'd love to see you. Here's the date. Here's the address. Here's the time.
• 28:14
  Existing relationships or sending that text to? It is. Yeah. Yeah. Are you going cold at all?
• 28:20
  Not for these, not yet. Um, I think once I have mastered a certain piece of content that I want to
• 28:25
  push out, like spread my net wider maybe, but so far I'm just trying to keep it with other people
• 28:30
  that I know. Okay. I want to definitely get some other folks here in terms of marketing promotion,
• 28:34
  because that's a big thing. Uh, L.O.s want to know. Um, John, how do you get butts in seats?
• 28:40
  So, almost all of my, actually, like literally all my events, I do with one of my, like,
• 28:49
  partnered relationships, right? So what I mean by that is, like, title my home inspection company,
• 28:53
  my insurance agency, whoever it is, right? And I partner with my markets a little bit smaller,
• 28:58
  so like, everyone knows who everybody is, right? So I work with the best title, you know,
• 29:03
  rep in my market. I work with the best insurance agent in my market. I have positioned myself
• 29:08
  with these people to where I can pretty much ask them for a favor. And this is also promoting
• 29:12
  their business. It's not really a favor for them. They're getting a promotion out of this too.
• 29:16
  And so what we do is now I've brought in, let's say Ryan from Chicago title, who's the title
• 29:21
  rep in the area that I work with. So now I'm, it's myself and Ryan teaching about business planning
• 29:26
  for 2026. That's the one we just did a couple weeks ago. And so now I'm hitting up my entire
• 29:31
  agent database that I currently work with and that I'm prospecting and Ryan's hitting up his entire
• 29:37
  database as well. So that's where where I can double my promotional efforts without cloning
• 29:43
  myself or even having anybody else do any extra work on my team. So that's, I would say,
• 29:49
  if you're looking to get some promotions out, especially if you're a new loan officer and you
• 29:53
  haven't done this before, partner with somebody who has a ton of existing relationships and ask
• 29:57
  them to market to their database as well. Yeah, 100%. That's that Trojan Horse strategy because
• 30:03
  they have the relationships you don't have in front of those agents on a daily basis.
• 30:08
  Real production for you, John. You mentioned prospects. So this goes back to your agent
• 30:14
  targeting of 10 million plus in production. Yep. Exactly. Yeah. So yeah. And it's like, do you
• 30:20
  like the weight, the top of the of that list, right? Like I still target agents that are below 10
• 30:25
  million, but like my minimums like five for my market. And how do you reach out to them in terms
• 30:31
  of trying to get them to the event? So that's where I use like the triangle of trust. So I know,
• 30:38
  either I know them directly, because again, my market's pretty small or I know somebody who knows
• 30:43
  them. And that's where like if I'm having, you know, Ryan helped me with this event, then I'm
• 30:49
  going to I know the agents that know Ryan. And I'm asking Ryan, hey, we're hosting this event. I want
• 30:53
  these agents to be there and he'll get them there. Same with my insurance agent. They work with
• 30:58
  these agents. So they know these agents like, hey, I need these agents at my event. Make sure we
• 31:02
  get them over there. And so that way, I'm not directly the one reaching out all the time.
• 31:07
  I'm able to leverage my relationship with, you know, my partners that are helping me with these
• 31:11
  events. And then of course, like if they want to meet with one of my agents, I hook that up for
• 31:16
  them as well. Are you doing anything in terms of email marketing? No. I mean, I do an email
• 31:22
  newsletter to my head to agents and stuff, but not for the events. No. And just out of curiosity,
• 31:28
  what is your kind of average attendance size? About 30. Wow. Really? Yeah.
• 31:37
  That is all. How long have you been doing it again?
• 31:40
  Under a year. Like we just started a lot of these like partnered events in the last like four
• 31:44
  months. And I bet you started out with 30 in the room. We actually did.
• 31:50
  I will say, okay, I'll be out. It was one of the first, the very first event we did. We had like
• 31:58
  12 people, but ever since that, we had like 30. Hey, are you tired of cold calling
• 32:03
  realtors and feeling like you're getting nowhere with my agent classes? You don't have to chase
• 32:07
  agents anymore. We hand you a done for you system of ready-to-teach presentations,
• 32:12
  plug-and-play marketing, and even 200 producing agents to invite. So you can double your agent
• 32:17
  referrals in 90 days or less. Plus you'll get weekly coaching and a community of loan officers
• 32:22
  sharing exactly what's working right now. Here's a quick win from one of our members.
• 32:27
  I joined it because I was tired of doing business the way that regular loan officers have been doing
• 32:32
  in my market, which is just making the the core calls every Monday and Friday, checking
• 32:37
  with real estate agents. I had done that for years and seemed like everybody was doing that.
• 32:41
  I need something different. And I wanted to find a way that I could work with the agents that I
• 32:46
  want to work with. I wanted to find a way that I could have a captive audience every month,
• 32:50
  every couple weeks, where I could find agents that were like-minded and that wanted to work with me
• 32:54
  as well. So it's probably brought in. I'm just guessing here, but it's probably brought on in the
• 32:59
  three years I've been back with the program. It's probably brought on. I'd probably say about
• 33:04
  $40 million in volume since then, right? And it's led us some massive relationships. I wouldn't
• 33:10
  be able to do those things without this program. The value of these Friday calls are so incredibly
• 33:17
  valuable for all of us. I get upset if I miss it on a Friday. The cost of this program is worth
• 33:23
  it just because of these Friday calls that were on, where we help coach each other. We're just here
• 33:27
  to help each other add value to our real estate partners. Are you ready to stop chasing and
• 33:31
  start attracting agent referrals on demand? Book a call at mortgagemarketing.pro or hit the link
• 33:36
  in the show notes. Now back to our show. Who here on the panel started with just a handful,
• 33:40
  maybe one, maybe five people, right? Zero. Zero, right? Zero show up with your first event.
• 33:48
  And I say, I'm bringing that up for the people that are listening and watching right now is because
• 33:52
  here's the thing that I've heard consistently from everybody. The shortest time has been Elizabeth
• 33:56
  at six months. But guess what? How many LOs try and do a class once and they get three people
• 34:02
  show up and then they quit. You gotta do it consistently to build that momentum and knowledge
• 34:09
  and skill set and build the partnerships like with John with title. You might have to go through
• 34:13
  two or three title reps to find the one to get the lock in. Five. There you go. All right,
• 34:22
  all right. Let's switch now and talk about butts and seats topics. We'll talk about panels
• 34:27
  in a moment. But for doing your own events, how many of you are actually the presenter just show
• 34:32
  the panel here? You're the main presenter. I'm kind sometimes. Yeah, sometimes, sometimes not.
• 34:37
  Sometimes you'll bring in a special guest or whatnot. But let's take for example right now,
• 34:41
  you're the presenter, you're the facilitator. How do you come up with the topics? What types of topics
• 34:48
  do you have a short list? Let me go patty back to you. It is whatever chat GPT tells me or ask
• 34:56
  if I'm like, tell say, I'm just kidding. No, but really it's whatever the hot topic is that
• 35:01
  everybody's talking about, if they're going to be missing something, everybody is always wanting to
• 35:05
  know when's the market coming back, when the rate is coming back, but really it's like my big
• 35:10
  thing right now is VA loans, renovation loans and AI. Okay, let me ask you this way. How much of
• 35:16
  your and I'll go to Elizabeth and essential from this. How much of your class content is focused
• 35:20
  on mortgage related versus non mortgage related? Elizabeth, go ahead. I try not to talk about
• 35:26
  mortgages if I don't have to. My husband has taught me very well. Nobody wants to talk about
• 35:30
  mortgages as much as I do. So, and I know that like my job as far as my real estate agents, like
• 35:36
  I don't do loans, that is not what I do. I help them market themselves better, I help them communicate
• 35:41
  better, I help them convert better. That is my job to them. And I also take care of the
• 35:46
  financing when their buyers need it, right? I am capable. I am that part of it. I don't have to
• 35:51
  demonstrate any more competence and everybody knows I'm good at doing mortgages at this point.
• 35:56
  Great. Okay, fine. There's also a million other people who are good at doing mortgages.
• 35:59
  There's also crap ton that are good at it. But I think anybody on this panel carries
• 36:06
  themselves in a way that's like, all right, they know what they're doing.
• 36:08
  Cool. All right. Now, how can you help me? What's it for me after that?
• 36:12
  Right. So, anything that I talk about is always going to be, how do I help my agents do better
• 36:18
  at their job, either because they know something they didn't know, or I encourage them and I was
• 36:22
  like positive force helping lead them do something that was uncomfortable for them. That's everything I do.
• 36:30
  Paige, how do you come up with the content for the class?
• 36:33
  I love that answer, Elizabeth. If I'm the one speaking, it's usually specific to either a CEO
• 36:40
  that they need, or it's real estate investing, which to Elizabeth's point, it's nothing to do with
• 36:46
  our programs or our rates or anything like that. Okay. So, you tend to lean into the investing side
• 36:52
  of things. Now, when it comes to CE, I mean, that could cover a lot of things. Do you have a short
• 36:59
  list of classes you already have CE approved? Yeah, our compliance department allowed us to do
• 37:03
  three. So, I think it's like VA 203K and like mortgage 101. So, those are only few and far between,
• 37:09
  but we do get a lot of attendance for those. So, it is an easy way to get in front of them.
• 37:13
  That's hard. The CE thing is interesting because a lot of, what would you guys say to this?
• 37:18
  John, I'll come to you in a minute in terms of how you actually create the content.
• 37:24
  For those who don't know, I was an originator for 10 years in Southern California. This is exactly
• 37:28
  how I built my business as well. And from zero to 50, 18 months, just because of the scale.
• 37:35
  I used to say, and I'm trying to be less flippant now, I used to say the CE is a crutch.
• 37:45
  And the reason why I used to say that is because obviously agents show up to CE just to check
• 37:49
  the box and get the credits. I'm sure you've got some personal experience with that. So,
• 37:54
  what does the panel say to do my classes need to be CE approved to get agents to show up?
• 38:00
  Yeah.
• 38:02
  No. Right. Okay. Cool. Where I'll cover that. Now, let me keep going on for a second time.
• 38:07
  John, how do you come up with the content to present to agents?
• 38:12
  Perfect. So, first, I want to say that I've actually never hosted a CE credit event ever.
• 38:17
  So, I thought about it, but I haven't done it. So, how do I come up with topics?
• 38:22
  I want to give, again, it goes back to the value for the agents, right?
• 38:26
  So, a wise man wants to tell me this, and I hope he's watching. But as a loan officer,
• 38:30
  you should only be doing two things, marketing and qualifying, right? And so, that's where I take
• 38:36
  that to my agents as well. So, I want to give them topics that help them with marketing or qualifying.
• 38:42
  And so, that's how you get people in the room, is because you're showing them how to maybe it's
• 38:47
  how to use chat GPT to get more listings, right? Or how to business plan for 2026 so that you can
• 38:53
  close more business, and you know exactly what your blueprint is. And so, that's where a lot of
• 38:59
  my topics come from. It's leading with that. And what topics, you know, situationally and during
• 39:05
  this time right now, revolve around those main anchors and how, like, what's the sexy topic now
• 39:11
  that we can go over? So, yeah. Yeah. So, you'll also adjust based on what's going on in the market
• 39:15
  or whatnot. For example, one of the classes we do a lot with my clients is the cost of waiting.
• 39:21
  Yep. Right? So, if that might be relevant for your market or the opposite of that is leveraging
• 39:25
  seller buy downs, right? To make your listings more attractive and create more affordability.
• 39:29
  Exactly. Two very, very, it all comes back to relevancy, right? Like you guys have said,
• 39:34
  how's it going to help solve problems? Okay, let's get into frequency. What's the average frequency
• 39:40
  you do for classes? Is it like once a month you're trying to hit or is that a yes for you, John?
• 39:46
  Yeah, it's once a month except for November and December because nobody comes out to
• 39:50
  advance and November and December. Yeah. All right. How about real quickly let's go to the panel page.
• 39:56
  What's your frequency?
• 40:03
  She's trying to find the unmute button. No worries. That's why we don't do virtual people.
• 40:08
  If you can finally unmute, we'll come back to you. Okay. Sorry. Yes. Monthly.
• 40:16
  All of that for just agreeing with monthly. Sweet. Who else is monthly Elizabeth?
• 40:22
  I'm going to do in-person events every six months and I go all in-person events every six
• 40:26
  months and then in-fell those with monthly events. But I am also skipping probably July because July
• 40:32
  is also thin and then November and December like John was saying. Okay, Patty.
• 40:38
  It's whenever I feel like it's needed. I don't do it on a monthly basis. Probably like every six to
• 40:44
  eight weeks. That's a lot. It's a lot but this much together. I mean, every six weeks is like a pretty
• 40:50
  quick pace. Yeah. Do you find that it's one of the hardest parts is actually coming up with
• 40:57
  formatting, organizing the content? All day long. And especially if you're giving in-person
• 41:03
  you need an event space and coordinating that timing and the scheduling of that. Like
• 41:08
  ain't nobody doing it for you. Right. Which gets back to having the right team in place. Like
• 41:13
  affiliate partners, escrow home warranty, insurance, all these other places. Yeah. I'll be honest,
• 41:21
  it's actually really easy for me to do it because I do have a lot of help with the partners that I
• 41:24
  work with. The insurance agency that I work with, like they have a marketing development,
• 41:30
  like business development person. And like she does 90% work for me. So I really have to invite
• 41:37
  done and we use like the local chamber space and we get it for free because we're members there.
• 41:43
  So it is a little bit easier if you have the right strategic partners to for sure facilitate a
• 41:48
  lot of in-person event. And then for the content, like my partners come in with half the content as
• 41:52
  well because we co-host it. So it's, I'm gonna leverage like 80% of the work. And then the cost,
• 41:59
  I leverage that too because my other partners help ship in for everything. Yeah.
• 42:04
  By the way, quick, I'll just interject here. What you'll see happen oftentimes when you do this
• 42:09
  consistently is you will become known. You will begin to build brand awareness associated to your
• 42:14
  events and classes. And as we mentioned earlier, the ripple effect, the one to many. I have clients
• 42:20
  that I work with that they do these classes. And guess what? They get invited to the brokerage
• 42:25
  to come teach the class. And they get invited to the local board of realtors to come teach the class.
• 42:30
  And the board of realtors does the marketing for you and the board and the brokerage does the same
• 42:33
  thing. Point being is do more, do better, right? So double down on it. Have a commitment for the
• 42:41
  next quarter or whatever to do one a month or whatever the schedule is going to allow for you. But
• 42:45
  you can't just do it once and expect to build. It's like the plane getting off the runway. It needs
• 42:49
  momentum, right? To be able to get airborne. All right. I see a couple questions in the chat.
• 42:55
  Keep them coming people. People are asking about a real quick. Let's just go food drinks. Like,
• 43:00
  you know what I mean? What's the hot take on that? Anybody can jump on the mic.
• 43:05
  I do not. I found that sometimes that brings the wrong people there. Now if it's a happy hour
• 43:11
  or networking afterwards or something like that, yes, of course. But if it's strictly just a one-hour
• 43:17
  class, I don't offer free anything. Okay. Cool. Everybody much pretty much in the same agreement.
• 43:24
  I disagree with that because if my purpose of my in-person events is going to be to create
• 43:30
  community and have space to share, I think breaking bread is a really powerful way to do that
• 43:34
  as human beings. Yeah. So I don't, I mean, I think like Pager saying like I agree with you,
• 43:40
  it's a one quick and out. Like I actually prefer that as an attendee. I'd be like, I don't need
• 43:43
  to have time doing this other like, you know, muffins and stuff. But I think if my intention every,
• 43:49
  if twice a year, my intention is going to be to get the right people in the right room and
• 43:53
  having a shared energy, I think food is a very, very pivotal part of that. Yeah. Breaking bread,
• 44:00
  right? Like you want to break bread. Like bread isn't money too. So I agree with that.
• 44:06
  I usually, but there's, but I usually, it's all about who you're sponsoring with. So it's like the
• 44:11
  more sponsors they are and you have somebody's delegated something or even if you're just splitting
• 44:16
  a total cost, sometimes it ends up being like 50 bucks. It's not that much. Yeah. Yeah.
• 44:22
  Modern invite only. So like I, I do pay for food and stuff. Yeah. Yeah. It gets it goes back to,
• 44:28
  you know, frequency number one and then number two, what is the event you're trying to create?
• 44:32
  Because if you are doing in person only twice a year, well, to me, that is an event. That's not
• 44:37
  a class, right? And so the way, just so you know, personally, the way I approach the classes
• 44:41
  typically, because I'm doing a lot of them is I'm going to do those around the hours when they
• 44:45
  would expect to be fed. So start time at 10 or 11 out of there by 12, you know, or 11, you know,
• 44:51
  sooner than that or if we're doing an afternoon thing. And that's just if you're consistently
• 44:56
  hitting this, you know, repeatedly now. Does that mean you don't like serve some snacks or
• 45:00
  drinks or whatever? No, but it's just that we're not frigging going all out and doing like buffet
• 45:04
  and all that kind of stuff. Especially if your class is only 10 to 15 people. Yeah,
• 45:08
  typically I took him in these 20 bucks. No, there you go. I mean, the thing that I always say is
• 45:14
  this is it's more important to have a conversation than to deliver a presentation. Yeah.
• 45:21
  Because if you've got 40 slides or whatever and you're feeling like pressure to do every slide
• 45:26
  and I got to go through all, no, it's like have an engaging, engaging conversation with the group.
• 45:31
  And if you don't even get to all the slides, that's more impactful and more important.
• 45:35
  Right. Let's switch now to panels. Who here has done a panel in the past on the panel?
• 45:42
  Show hands. All right. How often do you do the panels? John. So we did the first one in September.
• 45:51
  So we're going to do them every quarter. Okay. That's probably good cadence. And just to clarify,
• 45:55
  how would you, for those listening or watching, define for me what a panel means to you?
• 46:01
  Yeah. So for me, it's finding and identifying top agents. Again, these ones are closing at
• 46:07
  least 10 to 15 million a year if they're going to be a panelist. And these are agents that I
• 46:12
  either already work with to continue helping them and being a partner with them. And it's also
• 46:18
  a way for me to get in front of new agents that I otherwise wouldn't be able to get in front of.
• 46:23
  So it's kind of a recruiting and retention tool for me with the panel events.
• 46:30
  Okay. When it comes to panel, you've got to pick a topic, which means then you have a topic and
• 46:37
  it means, okay, who's the right agents to have on the panel for that topic? How do you guys go
• 46:42
  through that? John, if you want to just real quick and then I'll go to some of the other folks.
• 46:47
  Yeah. So we did back to new school. So it was figuring out like what are the modern ways that
• 46:54
  these agents are closing business. So beyond like the cold outreach and the like physical
• 46:59
  conversations and stuff, right? So these agents are all, they're all like younger, like under 40.
• 47:06
  And you know, we're giving, we had a lot of questions submitted from the people, like as part of
• 47:10
  the event registration, you have submitted a question. And so the topic was really about how to
• 47:15
  source business the unconventional way. Interesting. All right. This question is for the panel,
• 47:22
  whoever wants to grab it. How do you pick the agents you invite to be part of the panel?
• 47:29
  They're my biggest fans. Right. But let's go back to, let's just say if we're going to do
• 47:35
  something that's social media related or modern marketing related, right? So you can have a
• 47:39
  biggest fan who's wouldn't be necessarily appropriate for the panel if they're not doing digital
• 47:44
  marketing. Yeah, they, I have one that is that's why I said that. Okay. That's cool. So I just
• 47:50
  said it works out like that. But let's just say you're getting started. Let's just say
• 47:53
  somebody here in this, in this audience right now is like, Hey, I want to get started by hosting
• 47:57
  a panel. Which by the way, my opinion is a panel is a relatively easy way to get started.
• 48:02
  Hosting events because you're the MC, you don't have to be the quote-unquote presenter or trainer
• 48:06
  facilitator. So who wants to jump on? How would you identify? Obviously, it's based on your topic.
• 48:12
  But let's just say it's like modern marketing, right? The next gen, how to crush 2026. You know what I mean?
• 48:20
  So how I identified mine was again, this was the panel is a tool for me to get in front of
• 48:27
  top producing agents. Otherwise, wouldn't have been able to get in front of, right? So what I did
• 48:31
  was I identified the agent based on who are the people that I work with and what do we have in
• 48:37
  common, right? So I'm a younger person. I'm probably not going to be bringing on an agent that's
• 48:43
  50 or 60 years old, right? Because it's just that we're not going to vibe as well as somebody who's
• 48:48
  younger, right? Also, what are they about? Let me scroll their social media and see what they're
• 48:54
  into. Do we have similar hobbies and similar interests? If I can't see myself having a real
• 48:59
  relationship with this person beyond just doing the transactions together, then they're probably not
• 49:04
  going to be somebody I'm really going after in prospecting anyways. And unless there's somebody
• 49:09
  that I can believe that I can go prospect and actually get business from them, I'm not going to
• 49:13
  bring one of it on my panel. Yeah, that makes sense. And I just put a plug here. I don't know
• 49:19
  anybody better at this than Connor Bartley. So why don't we least let Connor answer that question.
• 49:25
  Come on, Connor. Hey, yeah, I mean, for me, pulling a panel together is about people who are
• 49:32
  going to be, you know, topical experts and people that are going to know, you know, I found that
• 49:38
  out through conversation with everyone that's here that this is something that just specific to
• 49:43
  this group is that this is a strategy that you had executed successfully and was helpful in
• 49:49
  helping you build your business. So for me, it's really just about you got to have some credibility
• 49:54
  in the people that are going to be on your panel for the people that show up to the event to listen
• 49:57
  to the panel. And so having that credibility established first, but it's a great way to flatter
• 50:04
  people as well and say, hey, you're clearly an expert at this. And I want you to display your
• 50:08
  expertise to your peers. And I think in terms of just business to business relationship and what
• 50:16
  you do, taking, you know, this concept to a realtor, it's a great way to show that you appreciate
• 50:23
  who they are and that they're, you know, doing a great job and validating them as, you know,
• 50:30
  someone, we're all to a certain extent. Not I mean, we all have a little bit of imposter syndrome
• 50:37
  at some point in our careers, right? And so when someone comes along and validates the, hey,
• 50:43
  I see what you're doing and it's tremendous that I mean, you just rose 10 points in their world
• 50:53
  in my opinion. And like, I think that's a great way to really flatter someone and show that you
• 50:59
  notice them. So I agree. I agree. By the way, back to partnering with other affiliates,
• 51:09
  ask your title reps, ask your home warranty, ask other people who know realtor's, right? And so
• 51:15
  if I'm looking for who is good on Instagram, let's say, for example, right? First of all,
• 51:19
  you should know that yourself. Like, this is part of prospecting and identifying who's in your
• 51:23
  backyard as successful agents. If you want to be a modern lender, you should probably be pretty
• 51:28
  up on who's doing good stuff on social media, right? So this is the strategy of searching, finding,
• 51:34
  you know, connecting with and then DMing agents and letting them know, hey, man, great piece of
• 51:39
  content or congrats on that listing or whatever, right? But the point being is you can easily find
• 51:44
  people in your backyard who are already successful at the thing you want to do a panel on. Period.
• 51:49
  You just haven't asked enough of the right people or have been paying attention, right? So that'd be
• 51:54
  the first place I go, which would be, hey, Mr. Mrs. Title Rep, who do you know in town? Who do you
• 51:59
  work with? Who's crushing it on? Whatever. Can I say one thing about panels? I actually have never
• 52:07
  done a panel of agents, but I have had success with doing an appraisal panel and underwriter panel,
• 52:13
  because those are two parties that agents always want to pick their brains and don't have direct access
• 52:17
  to. So that would be an easy place for people to start. And then the other one that I did recently
• 52:23
  that was actually more fun than anything, but was also a good turnout was a mom panel of different
• 52:28
  business owners. So one was a real term, but the rest were different owners, business owners,
• 52:32
  and how they balance being a mom and running a business. So you can also think outside the box
• 52:37
  in that regard too. That's great. I love that. I'm doing it here. All right. Okay, so a couple more
• 52:45
  questions from the audience. The follow up cadence on the back end of the event. So let's just say
• 52:52
  your events done. You had whatever how many people show up. It went well. You got the contact
• 52:56
  information. What's your post event or class follow up? Hopefully you had a call to action
• 53:03
  at the very end of it. And like you're you're telling them whether it's a VA certification class,
• 53:09
  well, then you've got a certificate to give to them. If it's stuff about appraisals, then you
• 53:14
  you've got like the cheat sheet that everybody was like probably taking photos of on that power deck.
• 53:18
  And then you're just following up with them and just saying, Hey, did you get it? I want to make
• 53:22
  sure you have it. So there's there's touching points because you had that. So some of it is either
• 53:27
  that or just touching base like, did you get thing out of it? And then the next question could be
• 53:32
  is I'm going to host another class in X amount of time. What do you want to know? What are the top
• 53:37
  three things that you want to know about? Because then you're also getting information on what they're
• 53:42
  wanting to know. So it just kind of opens that up too. I like that. I like that a lot. Who else has
• 53:48
  a follow up strategy? I send on my webinars or on my virtual ones I do. I send the replay with a
• 53:56
  very beautiful email that's put together and probably got some kind of additional collateral.
• 54:02
  So Nali has the replay, but it has my personal reflection on it too. I want to have an opportunity
• 54:08
  to demonstrate my value system and that I'm an intellectual who's wanting to help them,
• 54:12
  right? That's my opportunity. It's not just here's the replay link. Go with God, right? So
• 54:19
  it's probably got the replay link and then like PJ was just saying some other collateral that
• 54:23
  you know that's CTA. And then also I've also had very good opportunities within posting on Facebook
• 54:31
  and saying like, Hey, I didn't expect this out of this event. And all the people that are like,
• 54:35
  I mean, I got this from Connor. I still, everything Connor does because it's my guy. But like,
• 54:40
  if I say like, Hey, if you want the replay, shoot me a message like all the interaction that I
• 54:43
  get from that. And now that's on Facebook and other people are seeing that too. Don't not do that
• 54:49
  because you're just taking one thing you already did and getting more spread than even people you
• 54:52
  already knew. Love that, love that. Real quick, by the way, hey, Connor, can you turn on the screen
• 55:01
  sharing? I want to share with somebody with everybody here. I'm going to share this link.
• 55:06
  Sure will try. I know you can handle it. Who here does follow up calls to the attendees after
• 55:16
  your event? Okay, Elizabeth, John. Right? Okay, okay. I love the fact that you said called action
• 55:28
  and because here's my framework is in the class, when you've got whatever butts and seats there are,
• 55:36
  that is your best time to strike while the iron's hot. The trust is high, the resistance is low.
• 55:42
  And so whatever that called action is. And by the way, when you get deeper on this kind of stuff,
• 55:47
  and some of y'all know this here on the panel, there's framing. Like framing, for example, is when
• 55:51
  you open up and let's say you're teaching a class on business planning, for example, or AI. And
• 55:59
  I always like to frame it, which is like, hey, you may be wondering why a loan officer is hosting this
• 56:03
  class for you. Because they're probably wondering that in their head, why the hell would I be
• 56:08
  attending a business planning session from an L.O. And the way we do it is we frame it around this
• 56:13
  whole talk track around being a partner versus a vendor. Right? And so we set it up from the
• 56:18
  beginning that my job is to be a partner, not a vendor. And a vendor, you know, of course,
• 56:22
  we deliver rates and clothes and blah, blah, blah, all that stuff you would expect. But here's my
• 56:26
  goal is to help you solve problems and help you achieve your business goals. And if we do a good
• 56:30
  job of that at the end of today, I will have an ask. And the ask would be, should you be open to
• 56:36
  talking about potentially working together or working on the one big idea from today's class,
• 56:40
  I'm going to ask you for a conversation. Is that fair? And everybody at the beginning is like,
• 56:45
  yeah, that's fair. Just give me the goods, right? So that the end when that comes, here's my little
• 56:50
  secret hack. We put a QR code up on the PowerPoint slide that goes to your calendar. And it schedules
• 56:57
  a consultation, right? Or a go deeper on the one big idea thing so that you have that built in.
• 57:04
  And out of a room of 10 people, you're going to get four who booked right then and there.
• 57:10
  So I can do the math. You're going to get 20. And so this is how we multiply and leverage and
• 57:15
  all that fun stuff. Okay. We all just got better. Did you hear that? Did you hear that?
• 57:27
  Yeah. Well, I'm a big believer in leverage. And you know what I mean? Why not ask? Well,
• 57:32
  because you know how it goes once they leave the car business, there's a saying, right? There's
• 57:35
  no bebacks. Like if you walk on the lot and they're like, you know, they let you leave and say,
• 57:40
  I'll be back. No, you ain't coming back once you walk off a lot. Yeah. All right. So let me share
• 57:46
  this thing. I'm going to share with everybody here. I'll put a link. So this is just a template from
• 57:51
  Canada. And this is what we use a lot for creating flyers or whatnot. But look at this is so easy.
• 57:58
  I decided I wanted to share this with you because you could search on Canada and below 30 minutes
• 58:02
  searching. So I'm going to give you this link in the in the chat at a moment. Just as I make sure
• 58:06
  in the chat right now, give Connor a thumbs up and applause. Are you liking this so far? Let him know
• 58:13
  how much value you're getting from this right now. But look how easy it is to create a panel. Now,
• 58:18
  you want to get rid of the, you know, handsome jack over here with the whole
• 58:22
  cliche pose. I'm not saying you have to put your, you know, your picture there, but why not?
• 58:27
  Is that you?
• 58:33
  Yeah, that's funny. All right. So obviously your agents would go here, right? And so for me,
• 58:38
  the max of a panel would be four. The rare case five, but it gets a little bit, you know,
• 58:46
  crazy with five agents, you know, they love to talk, right? So three to four ideally. And then,
• 58:53
  you know, you just like fill in the bullets. What are you going to talk about the date in the time?
• 58:56
  And like, yeah, if you're doing a physical flyer, I would add a QR code here as well.
• 59:01
  Now, this would be an example of a flyer that you give to your affiliates.
• 59:07
  Title S, grow all those other people because they're going out there and they're meeting agents
• 59:12
  every single day and they want something to talk about with agents. They want to deliver some value.
• 59:16
  They want us, you know what I mean? So now to what we heard earlier is you've got your sales
• 59:21
  for us multiplied. Okay, Connor, I put the link in there, but it can only go to hosting panelists
• 59:25
  because I for whatever reason can't share to everybody. Oh, wait a minute, yes, I can. Sorry,
• 59:30
  my bad. All good. Technically challenged. There we go. All right, let's go back to questions of
• 59:36
  the audience. Let's begin to close out here on the panel. What's the one thing we didn't talk
• 59:41
  about that you want to make sure the audience gets? I'll take it from Pay Patty. Anything else
• 59:48
  you want to share with the audience? You're muted there, my dear. Oh, I was just replying in a
• 59:54
  chat no place. So just to answer that person, Lewis Hamilton, I love Lewis. Okay, sorry. Okay,
• 1:00:00
  so the one thing that we didn't really get to chat about is I think the way the market is going
• 1:00:05
  as far as visibility and us staying on top and combating chat GPT because, you know, everybody's
• 1:00:11
  to do it yourself or and and things like that. So I think I think we really need to talk more about
• 1:00:17
  that because I think it's going to be more prevalent, but it's like in addition to all the other
• 1:00:22
  things that we're doing day in and day out with with everything else. So okay, Elizabeth, what would be
• 1:00:30
  one thing we didn't touch on or that you would just like that? I would say that everybody who's on
• 1:00:35
  this call already has a thing they can build a class around in the next before the first year.
• 1:00:40
  They do you do you have it trust me you if you don't have it you think you don't and you really do.
• 1:00:47
  So I would just say, hey, what are the things that people reflecting back to you? Hey, you're so good
• 1:00:50
  at this, right? Or what they're asking you that you have like a really good answer on and don't be
• 1:00:55
  afraid to just let that become the whole forward into building to booking your first event or your
• 1:01:01
  first class for Q1. Love it. John. There we go. So if you're marketing to everybody, you're marketing
• 1:01:14
  to no one. And so what I want you to do is if you're putting together an event, you need to be
• 1:01:19
  very specific with who you want at the event, the type of agent because if you have just anybody
• 1:01:25
  there, you're going to have the agents that don't close any business. They just want their
• 1:01:28
  there for the lunch. They're there for the wrong reasons. So be very specific with who you're
• 1:01:32
  inviting and you will get a better turn out that way. Like that. It's good page. I'll speak to I mean
• 1:01:42
  the fact that I love to teach on real estate investing because it brings value to agents. They're
• 1:01:46
  10.99 employees. A lot of them need to reduce their tax liability. They don't know where to begin.
• 1:01:53
  We ought like to Elizabeth's point. We know a lot more about even if you don't invest in real estate
• 1:01:58
  because you know the financial end of it, you know a lot more than you realize. And so it's just
• 1:02:03
  another way to bring value to them to help them build wealth in general. But also, you know,
• 1:02:08
  you can bring in CPAs. You can bring in contractors. There's just that topic in itself can build out
• 1:02:14
  a 12 month plan. And again, you're a person you're bringing resources to them and you're a person
• 1:02:20
  that can bring more value to them. I love that page. You just reminded me of back in the day,
• 1:02:26
  we used to host this event at the right time of a year where I had a tax plan or come in,
• 1:02:31
  specialized in real tours and self-employed. So in your backyard, in your community,
• 1:02:35
  there is somebody who's a savvy tax advisor who wants to get in front of real tours.
• 1:02:41
  And this is where you don't obviously need to be the subject matter expert, but you just need
• 1:02:44
  to bring them in as a guest speaker. That's how I got started. I brought in guest speakers and
• 1:02:47
  then I eventually did it my own. But the last thing I'll say is this is one of my when people ask
• 1:02:55
  me, how do you get butts and seats? Like what's a successful class? I say the first thing that
• 1:03:00
  determines if people are going to show up for your class or not is the title period. It's just
• 1:03:05
  like a book. Do we judge a book by its cover? 100% or it's title? Yeah. Do you judge a class by
• 1:03:11
  its title? 100%. So there's a lot of people that are doing classes with boring titles.
• 1:03:18
  So you can take a class that's mortgage-related and reformat and restructure it,
• 1:03:23
  use GPT or Claude and say you are a world class direct response copywriter. Take this class
• 1:03:30
  topic and bullet points of what they're going to learn and rename it reform and just run it through
• 1:03:36
  the thing and now you're going to get a direct response driven between the eyes and give it the
• 1:03:42
  context. It's specifically for real estate agents, etc. Do the training. We all know we need to do
• 1:03:47
  on AI and just use AI to come up with better class titles because I've tested them like crazy,
• 1:03:53
  like one of them is I don't have the slide ready but for example just listen to this. You got two
• 1:03:57
  classes you're a realtor. One of them is called marketing your authentic self. The other one is
• 1:04:02
  called you are the brand. No subtitle yet but which one are you already leaning towards, right?
• 1:04:09
  I know the answer. Most of you it's you are the brand because marketing your authentic self,
• 1:04:13
  your brain goes what the hell does that even mean? I don't know but I know I am the brand and then
• 1:04:18
  the subtitle is very specific to how to get more clients that blah blah blah, make more money,
• 1:04:24
  etc. What are realtor's want? They want to attract more clients, they want to be more effective
• 1:04:28
  of what they do, they want to stay current to what's working and relevant and they just want to
• 1:04:32
  get better and if you be the conduit for that just like we heard from the panel here today,
• 1:04:36
  you will attract agents, you will get more conversations and trust and you'll get more referrals.
• 1:04:40
  All right we're officially at the end. Where is Connor? I want to hand it back to him.
• 1:04:45
  I'm here. Did I disappear on you? I don't know. I shrunk the screen, my bad.
• 1:04:52
  Well guys, I just want to say thank you to each and every one of you Jeff, amazing job,
• 1:04:57
  kind of running this panel and moderating everything. Elizabeth, John, Page, PJ,
• 1:05:03
  awesome job with adding value and sharing your expertise and what you go through with this
• 1:05:11
  as a topic and how you're bringing value to people. I know just leading up to this event,
• 1:05:17
  I know there are people in the room today that were really looking forward to this and I know I
• 1:05:23
  took away some really great things. I hope they did too, but this was an amazing thing I'm looking
• 1:05:29
  forward to doing more of these in the future and so to anyone who's hanging on still here,
• 1:05:36
  thank you for being here. You could have done anything with the last hour and you chose to
• 1:05:41
  be here and that's not lost on me. So I really appreciate that from the bottom of my heart and
• 1:05:50
  you know I'll get the notes out to everybody later on and I just thanks again to everybody being a
• 1:05:57
  part of this. You're good luck Jared. Tomorrow on your event. Can you wait to hear how it goes?
• 1:06:02
  Thank you, Jeff. Thank you, Connor. Thank you, Jeff. Thank you, Connor.
• 1:06:06
  You guys. Okay, that's it for today's episode. Before we wrap up, I just wanted to remind you about
• 1:06:11
  my agent classes. You're proven system to double your agent referrals in just 90 days. Imagine
• 1:06:17
  never having to co-call again instead building real lasting relationships with top producing agents
• 1:06:22
  who want to send you business with done for you presentations, marketing automation, weekly
• 1:06:27
  coaching. It's all designed to make growing your business easier and fun. So if you're ready to
• 1:06:33
  take control of your agent referrals and grow your income, visit mortgagemarketing.pro or check
• 1:06:38
  the link in the show notes and why you're there. Don't forget to check out the success stories from
• 1:06:42
  other mortgage pros who've already seen incredible results. Thanks for listening and I'll see you
• 1:06:46
  on the next episode.