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How to Turn Agent Classes into a 6-Figure Income · Mortgage Marketing Radio

0:00
Have you ever felt like breaking into a competitive market was an uphill battle, whether you're in real estate lending or title services, getting attention, building trust, and staying relevant can feel overwhelming.
0:10
But what if there was a way to stand out, not just as another service provider or a vendor, but as the go-to authority in your space?
0:18
You're listening to Mortgage Marketing Radio, the podcast dedicated to helping mortgage professionals elevate their business with smarter marketing strategies.
0:26
I'm your host Jeff Zimfer, and today we're diving into a powerful strategy that's transforming careers in real estate, leveraging educational events to attract clients, build influence, and drive business growth.
0:37
They help us unpack this. We're joined today by Jared Larkin, also known as the Mile High Title Guy from Chicago Title in the Denver area.
0:46
Jared has built his brand by mastering the art of hosting classes, running engaging events, and using digital marketing to attract top real estate agents to his business.
0:55
In this episode, you're going to learn how Jared turned co-calls into packed classrooms using a simple but overlooked marketing platform.
1:03
We're going to talk about the number one mistake most professionals make when trying to host events and how to fix it, and the unexpected power of Facebook and Instagram DMs, and how Jared uses this to create long-term business relationships.
1:15
And here's something you might not expect. Jared almost quit in his first two years, but a single shift in strategy changed everything.
1:23
We'll break it all down. So if you're ready to grow your influence, get in front of the right people and turn educational events into a marketing powerhouse, stick around.
1:31
This episode of Mortgage Marketing Radio is for you.
1:34
Okay, before we get started today, I wanted to let you know what this conversation is you're going to hear today is a recording from a weekly coaching and mastermind call we do in our community over at my aging classes.
1:59
Once a month on average, I bring in a special guest to come in and train teach us something in our community, a subject matter expert, whether that's a social media, whether that's marketing sales, psychology mindset, and in this case, it is my special guest, Jared Larkin, the mile high title guy, Jared has built his incredibly successful title business, leveraging agent classes and Jared is closing over 100 title deals per month.
2:24
And in this episode, what you're going to do is listen in to Jared being a special guest on the coaching and community call we do just for our private members in the my agent classes community.
2:35
So if you're at all intrigued with what you hear on this conversation, and if you're intrigued with the idea of leveraging classes to get in front of realtors to scale your growth in business and become the go to mortgage professional in your market, hey, check the links in the show notes where you can learn more about my agent classes and go over to mortgage marketing.pro with that said, let's get into this week's show.
2:55
Let's give a word welcome to Jared Larkin, my high title guy, I'm Denver Colorado.
3:00
Thanks for having me. Start to be here. Yeah, I got a title about eight years ago, and I knew I had to do something. Am I going to cold call? Am I going to, I don't know, do the Popeyes? Am I going to do whatever? I mean, I tried everything, but classes are my bread butter, no doubt.
3:15
How did you come upon that decision? What, you know, how did you land there?
3:19
I fell into title insurance about eight years ago, and I knew nobody, right? And title insurance business is a very high volume business. I always say if you want to be successful in title insurance here in the Colorado market, you need to be closing at least 100 transactions per month.
3:36
It's a lot of deals. I've got anywhere from clients to semi one deal a year to five to 10 deals a month and everything in between.
3:43
And you got again, front of people, I tried cold calling, I tried Popeyes, I tried everything under the sun, networking, I never was exposed to any sort of sales training until I got into this role.
3:56
I took a sales training course called 90 day sales by a guy named Bruce Lund, and that's what opened up my eyes to what he called showcase events.
4:06
And I said, that's what I'm going to do, and I'm going to be a guy at the end of the day, I sell title insurance for Chicago title, but I'm going to help real estate professionals with their marketing.
4:16
All right, what do you want to share about how that went, you know, the old social media, how it started, how it's going.
4:26
Give us the brief like yeah, started and how it's going now.
4:29
All right, let's go.
4:31
Got a title insurance 2017.
4:33
I always knew I had to do stuff in title insurance, right guys?
4:38
As much as I believe Chicago title is an incredible title company, and we do a fantastic job, and we're the oldest, largest title company in North America.
4:46
What it really comes down to is most real estate professionals see the title insurance industry as a commoditized industry.
4:51
We're so darn regulated pricing is about the same.
4:54
We have to provide great service.
4:56
You can't screw up, right?
4:58
And the truth is, it's no different from the lending space, right?
5:01
If someone's happy with ABC XYZ, whoever, right title company, why should they talk to me?
5:07
And the truth is they shouldn't.
5:09
I have to bring something of value to convince them to have a conversation with me, right, and start to build that partnership.
5:16
And starting out, it was just a grind.
5:19
Also to starting out back in 2017, at least here, I think in the Denver market.
5:25
Title insurance reps here in this Denver market were never really seen as a position of teaching classes and really like leaning into the marketing space.
5:35
I kind of had a carve out that niche and create that category.
5:38
So a lot of people just didn't take me seriously.
5:40
They're like, no, you're the bagel boy, like show up, bring your bagels and then leave, you know, and I mean, we've probably all been there and done that stuff, right?
5:48
And to me, that just wasn't my, my choice of where I wanted to be.
5:54
And I knew I wanted to get in front of people in the classes.
5:56
So background, both my parents growing up, commercial real estate agents, commercial real estate brokerage, I'm from upstate New York.
6:03
And I kind of grew up around that business.
6:05
I was always working for my parents, front desk, answering the phone, putting up signs, creating their flyers.
6:12
At the end of the day, I've always been pushing the real estate direction, but my passion is marketing.
6:16
So I picked up a video camera early on and was just making videos, skateboarding, skiing, stuff like that.
6:22
That's what led down that road in the marketing, which led into me realizing I could use these skill sets and people could pay me.
6:28
So that led into a little boaty company, little marketing company doing videos, social media, stuff like that.
6:35
And I'm like, I'm going to go in Thailand, French industry and just lean into that and help real estate agents and to answer your questions start now.
6:42
I did these classes and nobody showed up to them, right?
6:47
And maybe maybe people showed up, but I didn't figure out how to convert the meeting.
6:54
And man, I just failed forward through it.
6:58
I knew there were two options for me.
7:00
It was either I'm going to make it in this business and I'm just going to continue to fail forward and try things.
7:07
Or I guess I won't make it and I'll get fired and I'll do something else.
7:12
Okay, thank you for that.
7:16
Just briefly bring us back into that scenario when you kind of first started teaching classes, right?
7:24
The showcase events you talked about.
7:27
What do you think was the thing that started to create momentum for you started to get people to show up your classes?
7:34
Was it just the consistency over and over or what do you think it was?
7:38
I think it was consistency and then not being afraid to try new things.
7:43
So my first class is the idea was I'm going to teach classes on video, the importance of video and how to help real estate agents with their video and stuff like that.
7:53
So it was a slow trickle.
7:55
It was also figuring out how do I market these classes and how do I get people to show up to them and then how do I build that database of people or hack into that database of people like the MLS and just put it in front of people.
8:07
So what started out as video led to me also realizing I can partner with other professionals, whether say Ryan Hillard on this call and have him teach something.
8:18
Or if it's some other professional in the space that's something of value for real estate agents.
8:23
And what I realized was let's lean on different people who have different relationships and let's come together and then let's cross pollinate our different networks and then continue to grow.
8:36
So it was a slow move.
8:39
But I realized you just got to keep doing them and slowly it will snowball.
8:43
I'll say this. This has always been my number one theme and goal is anything I do if I'm teaching a class if I'm hosting a class hosting an event.
8:54
My number one objective is that if Ryan Jeff, my Linda Jennell, whoever show up to my class or event.
9:01
I want them to walk out that door and say, hey, that was either fun or worthwhile or educational without a doubt it was worth my time.
9:10
And if Jared hosts another class or event, I would definitely consider coming back to another thing.
9:15
Okay, so I'm going to fast forward.
9:18
Let me just close something out of my screen right here and I'm going to go to your event right page and the diversity of classes.
9:27
I'm going to share this briefly. We're going to talk about now fast forward where you are today in terms of classes.
9:34
Okay, so let's take a look at your event right page. I believe this is it if I'm correct, right?
9:38
That's it. Yeah.
9:40
Yeah. So you got a few on here past classes 229. I'm not sure how far back that goes.
9:46
Upcoming 10 classes. So you've got some let's just look at some of these classes.
9:53
Residential real estate trend to maximize home. What is that purchasing?
9:57
That's a panel event. That's a panel event. So, so I do have a variety of things.
10:02
Everyone's allowed to do a big panel event. Guys, that's oh my goodness.
10:06
If you're not doing these, it's a huge opportunity because you get it.
10:10
You get to run these things. You get to set them up.
10:13
You could have bring in top producers in your market, right?
10:17
You can reach out to them and flatter them and ask them to be on your panel.
10:20
And then these things, man, they just sell themselves, right?
10:23
I think last time I checked, we've got about 175 people signed up for this.
10:28
So these these are a great way to grow your band brand really fast, right?
10:33
Yeah. If you're running it and I'm seeing it.
10:35
So I try to do one of these at least once a quarter because it's a great way to get your name out there.
10:41
Yeah, 100% and to leverage those relationships as well, like you said.
10:45
So, you know, you've got Google, you've got divorce and real estate,
10:49
beyond traditional renters, investing in sober living, canva mastery, you know,
10:54
lots of some of the same types of content classes that we have.
10:57
What do you got here? AI, pen commandments of winning a bidding war.
11:01
I like that. That's cool title.
11:03
Mart madness. Hang out. What is that? Just hang out and drink at the bar and grill.
11:07
Yeah, we do fun stuff too, right? Hang out. Have a drink.
11:11
We post that. We do that every year. Come on out.
11:13
So we kind of got a flavor for everything because it was funny. I sat down with a top producer.
11:19
I mean, she does over 100 million a year and we're grabbing lunch and a light bulb just went off when I was having a conversation with her
11:25
because she's like, all right, what classes and events you come at coming up?
11:27
Because I was I was approaching her with the idea of, hey, I wanted her to join a mastermind group with me.
11:32
And she's like, screw that. I don't want to be part of your mastermind. What else you got?
11:35
I was like, well, I'm doing a dodge ball event next month.
11:38
And she's like, well, I'll be there for that. That sounds great.
11:40
And the light bulb went off in my head. The point is is like every real estate professional, whether they're brand new or they're a top producer, everyone's in a different things.
11:48
All right. And you're going to pull in different people to different stuff.
11:51
And I'm not afraid to just like roll the dice and experiment and try something.
11:56
Whether it's dodge ball, March madness, ski train up to the mountains, class on AI, fill in the blank because different people like different things.
12:06
Yeah. And if you go to, you know, there'll be links in the follow-up email to all Jared stuff is YouTube is web page, which is killer.
12:12
Everything is done at a high level, I think, from a personal branding for depression standpoint.
12:17
I want to get a little bit tactical if that's okay.
12:20
And as remember, you can start putting your questions in the chat.
12:23
Because one of the biggest challenges you kind of alluded to it and nobody showed up early on for your classes.
12:29
Everyone who's been here for a minute has probably suffered a similar fate.
12:33
What would you say some of your most successful strategies have been for getting butts and seats?
12:40
Avampright.com. Without a doubt.
12:42
Avampright.com. Guys, if you're sleeping on it, get on there. It's completely free to do.
12:48
I think you can send up to 250 emails a day for free.
12:51
The secret sauce to Avampright.com in my opinion is it all comes down to data and marketing.
12:57
Anything. It's all data and marketing.
12:59
And if you can get the data, right, if you can tap into all the real estate agents,
13:04
anyone doing X number of deals and their contact information, emails, right, we upload that in Avampright.
13:10
We run emails to them. I don't know how Avampright does it, but they're very, very good at getting cold emails to agents
13:17
I've never talked to into their primary inbox and agents click on them and look at them.
13:22
Because every time I do a class event, I always ask the room, hey, how did you find out about this class event?
13:28
I want to know what's working and what's not working. And I'll tell you what, roughly 80% of the time
13:33
they get the Avampright email and they show up. So, Avampright all day long.
13:38
If you want to take to the next level, quick, little easy thing, right, realtors,
13:43
at least here in this market and they're on Facebook, right, you can create a Facebook event.
13:47
If you do the Avampright through event, you can actually click a button, it turns it into a Facebook event,
13:52
and then boom, now you have a Facebook event.
13:54
One thing I do, this is very time consuming, but I found it to be worth my time because I do so many of these,
13:59
is you can on Facebook, you can actually categorize every single one of your Facebook friends on there.
14:04
And every time I add someone as a Facebook friend, they're either a realtor or a lender, they go into a category.
14:10
And if you do that, what's nice is when you put out events and create events on Facebook,
14:14
you can instantly invite up to 500 people at a time to that Facebook event.
14:19
So, all I do is I tap into my 3000 realtor friends on Facebook and just like 500 invite, 500 invite,
14:27
and then just hit them out to them.
14:29
And that's been successful too.
14:31
Okay, if I want to turn it up even one more notch, I'm going to be running targeted Facebook and Instagram ads.
14:38
And the way we do this, a number of different ways, but the more advanced answer here is we create what's called custom audiences,
14:44
and we upload phone numbers and email addresses of real estate agents in the market.
14:49
And we run targeted ads to just those people and we just hammer them with ads about the event.
14:55
So those are probably the top three things.
14:57
Can you share a little bit about what you're doing?
15:01
It's a hard answer to give because it's very contextual, but I'm thinking about your ad budget or spend for,
15:06
are you doing it for a vent or any comments around that?
15:10
You know, for the longest time, it's been a dollar a day. I'm a big spender these days. It's $3 a day.
15:15
I just launched an ad because I've got what 10 classes events just for the month of March here.
15:20
I was like, I'm going to throw a little ad up. I'm going to go hard here and do $3 a day.
15:24
So metrics here, guys.
15:26
Meta ads are the, I don't know anything cheaper in marketing.
15:30
The way these ads work, if you set them up properly, for about a dollar, you can reach roughly 100 to 200 people with an ad.
15:39
And we're not targeting random people. It's just a finite group of people.
15:43
For this example, it would just be real estate agents.
15:46
So if you've got a list of whatever, say 3, 4, 5, 6,000 agents in theory, say it was 5,000 agents,
15:53
we can roll through that list pretty darn fast for not very much money and put whatever we want in front of them.
16:00
I've been running these ads roughly about six and a half years or so.
16:04
And I can promise you guys that they work because I do it here in this market.
16:07
And what happens is, yes, you'll get people to show up to your stuff.
16:10
But I would encourage you to run ads indefinitely at the very least at a dollar per day.
16:15
Usually we switch the ads up once per month and just build your brand and your identity and just put yourself, whatever you want, your message in front of real estate agents every single day.
16:26
That way, one, you could try to do this from a prospecting perspective and try to get meetings.
16:31
That's an option, but also at the very least, they're just going to know who you are before they even meet you.
16:36
And it's just easier to convert them and build that relationship faster.
16:41
Are you typically running event related ads or personal branding or both?
16:45
Everything.
16:46
Yeah.
16:47
Everything.
16:48
Yeah, I've got a few.
16:49
I've probably six or seven go right now.
16:51
Okay.
16:52
Yeah.
16:53
It's big enough.
16:55
Yeah.
16:56
Obviously, it's big enough.
16:58
But you also do like the top of funnel stuff where you maybe put money behind reels or something like that to reach more people.
17:03
Absolutely.
17:04
Yep.
17:05
The reels.
17:06
I'll run anything from value add stuff.
17:09
I'll give tons of stuff away.
17:11
I'll drive people to my Instagram to get them to follow my Instagram account.
17:15
And that's been successful.
17:16
I'll drive them to a landing page to get them on my email list.
17:19
That way I can get them on one more channel.
17:22
So I'll do, yeah, all of that.
17:25
Okay.
17:26
All right.
17:28
Do you, what, to what degree do you like engage?
17:32
And maybe you do so less, you know, less so today versus early on.
17:35
And so as you're listening to Jared unpack this, remember to put in the context of where you're at in your journey, right?
17:41
With events and classes.
17:43
Because I'm going to assume Jared early on.
17:45
There was a lot of hand-to-hand combat type stuff, right?
17:48
Paul's DMs outreach is all that.
17:51
Yeah.
17:52
Yeah.
17:53
Yeah.
17:54
You got to work harder, right?
17:57
As you're building it, obviously, and then it starts to snowball.
18:00
And yeah, guys, I mean, it was a grind.
18:02
I mean, I'll be honest with you, I almost quit.
18:04
I was 18, 24 months into the business doing anything and everything.
18:07
And just wasn't seeing the results or getting, you know, getting paid the money that I wanted to from how hard I was working.
18:12
And then it slowly started to snowball.
18:14
So it was a lot more outreach.
18:16
I mean, I'm still, I've still got kind of a targeted list of who I'd like to go after and reach out to them.
18:21
I'm a big fan of sliding into the DMs, right?
18:24
And I'm not aggressive about it, right?
18:26
It's just slow play.
18:27
It's building that relationship and liking and commenting and all that and then kind of building that relationship.
18:32
But I will book, if I want to go after someone, I'll do a ton through the social channels.
18:38
That also kind of fits my avatar, right?
18:40
If my avatar would be real estate agents that do a lot of listings, because here in Colorado,
18:46
typically the seller pays for and pushes the title insurance company.
18:50
And they are open minded to expanding their marketing, expanding what they could do on social media or in the video space.
18:59
And they're possibly coachable.
19:01
And I can work a meeting with them.
19:03
Okay.
19:05
Let's see here.
19:07
From a process.
19:08
Guys, this is your chance to whoever's got a question for Jared.
19:11
You've obviously then built, I assume.
19:14
Well, I mean, you as a title rep can, can access the entire database of real estate agents from the entire state, right?
19:21
Yeah.
19:22
Which is a nice advantage.
19:23
I was going to ask you, do you, do you also, are you building your own kind of opted in database of agents who have come to your events and things like that?
19:31
Yes.
19:32
Yeah.
19:33
Well, event bright, right?
19:34
I can download all those lists.
19:36
I keep them all.
19:37
And I have those at my disposal.
19:39
I've also, right, I can, I can get a list of any agent just about any market in the United States.
19:45
Right.
19:46
If not me, I've got a guy who can do it for me.
19:48
So, yeah, I can tap into that.
19:51
And that's, that's the critical data that we need here.
19:53
All right.
19:54
It's going to help us fast forward that process.
19:56
You mentioned earlier, you got really good at converting the meeting, so to speak.
20:00
So, you know, let's just say you get button seats from a class, whatever number that is.
20:04
Could you just briefly walk through how you identify folks class who you do want to talk to and what that process is?
20:11
Yeah.
20:12
So, if I'm teaching the class, right, if we're teaching classes, the goal is to get to the one on one, to then try to build that relationship and ideally work with that person and earn their business.
20:23
And if I'm teaching in class, the way I do things is I know that I'm going to deliver value, value, value, value, give it all away.
20:30
But then I always need to have something else, some other nuggets of value that I can give away.
20:37
But you have to sit down with me one on one essentially to get that right.
20:41
So, so value, value, value during any class, give it all away.
20:44
But then typically there's always going to be more stuff.
20:47
One thing that I've done that has completely increased my conversion rate when I started doing this a couple of years ago is every class that I teach, I have a one page fiscal handout.
21:00
Okay, and on that handout, it's a sheet, right?
21:02
And what it is is maybe three to five things, three to five lead magnets, right?
21:09
That I'm just going to give away as additional things to anyone in that room, right?
21:15
So, if I'm teaching a class on whatever AI, right?
21:19
I'll be like, hey, and then like if you want my tutorial on how to do this or hack on this or download this, like basically the way I set it up is if you are in that class and you are serious about learning that information, it would be foolish of you not to check anything on this handout.
21:35
It would be missing out, okay?
21:37
So, typically everyone checks everything, givers, givers.
21:40
And at the very bottom, this is the important part.
21:43
At the very bottom of that handout, they plug in their name, their email, their info, right?
21:47
They write it all out.
21:48
And then I just straight up ask, right, hey, would you like to book a one-on-one meeting with me?
21:53
Yes or no?
21:54
Okay.
21:55
And that right there is huge because you'd be surprised how many people circle, yes.
22:00
You always get some notes, it's fine.
22:02
But that is now your fast track into knowing exactly who rate off the bat wants to meet with you, okay?
22:08
So then what I do is I take all these handouts to the other class.
22:11
I go back, I will vet them, I'll look up how much production they're doing, right?
22:16
I'll prioritize who I want to get in front of first.
22:18
And then I will just start to reach out to them and it's just so much easier, right?
22:22
It's like, hey, I saw that you circled, yes, that you want to meet with me.
22:25
When do you want to meet, right?
22:26
And you just, you have exactly laser targeted who wants to meet with you right off that.
22:32
How are you delivering the lead magnets that they choose?
22:36
Email.
22:37
Yeah.
22:38
So email, that's where I start, right?
22:42
And what I'll typically do is really lately just because I've been doing so many of these things.
22:47
I used to send them one by one.
22:50
Now what I do is I use Gmas, some a big fan of Gmail.
22:54
I've got my email through that.
22:56
I pay for Gmas and what it is.
22:58
It's just a quick way of sending curated personalized emails to a mass list of people.
23:04
So I'll just take their name email, push out these templated emails that I've already created.
23:09
And then typically if I'm going to follow up with them, I'll just call them, text them, right?
23:13
Hit them on all the different channels until I get a response.
23:17
Very interesting, very interesting.
23:19
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24:41
Yeah, I'm just thinking about that kind of our process, what we do and some similarity, some crossover, maybe a couple of ideas as well for improvement.
24:49
Do you have any suggestions on what I could be doing better?
24:56
I'm always looking to improve too.
24:58
Well, I mean, so you mentioned Eventbrite. I used to use Eventbrite in the day as well for us.
25:03
We use high level as the platform for all the marketing and email and landing pages because there's so much else we can do.
25:10
And for I've looked high and hard for an integration of Eventbrite and high level.
25:17
I don't know that one exists, probably getting the API stuff over there.
25:20
But either way, you're reaching people, whether it's Eventbrite or it's another platform, it's about reaching different agents.
25:29
I'm curious though, so that's interesting, the physical handout.
25:32
And then people are, it's really, it's kind of interesting because I used to do that back in the day as well as moving.
25:36
It's like you hand out this thing, what would we do?
25:38
Hey, what was your one big takeaway?
25:40
What are other areas of your business?
25:43
Would you like help with or whatever to identify those talking points, right?
25:48
And then you just saw out there info, like you said, hey, you want the lead magnet, you've got to give your info.
25:53
Yeah, physical handout, because I've tried being fancy with a QR code or like passing around a tablet.
25:59
And all it does is it just creates confusion.
26:02
And I'm like, you know what, we're going old school, which is not me. I'm like, the handout works.
26:06
You put it in front of them.
26:08
You're not going to miss out on any potential lead. It's right there.
26:10
What do you do for, how do you handle registrations or check-ins?
26:13
Because we try and use the QR code too.
26:16
I don't, I don't.
26:18
You don't need check-ins?
26:20
I don't do check-ins.
26:21
Nope.
26:22
My handout is my check-in, because you're going to fill it out if you're serious.
26:26
Yep, my handout is my check-in.
26:28
Typically, if I'm doing a class, typically or event, I'm expecting a 50% turnout, right?
26:34
So if I want 30 people in the room, I need to get 60 RSVPs.
26:38
Yep.
26:39
Hey, by the way, heads up, people.
26:40
Theory just said, 50% no show, right?
26:43
Oh, yeah.
26:44
Oh, yeah.
26:45
And half the battle is just getting people to sign up as easy.
26:48
Half the battle is getting people to show up, right?
26:50
So step one, just getting in the RSVPs, step two is the follow-up.
26:54
And how do you increase that conversion of people showing up to your stuff?
26:58
Right.
26:59
And you're going to obviously continue to do a build momentum over time.
27:02
So you said your goal this year is to do, if I'm correct, 100 classes?
27:07
100 classes and events.
27:08
Yep.
27:09
Did 92 last year.
27:10
So I figured, why not break 100?
27:12
That sounds like a nice round number.
27:14
That's a lot.
27:15
How are you managing all that as well as you got to do all the other stuff you do?
27:22
It's a lot.
27:23
It's a lot.
27:24
I'm going 200%.
27:25
I really am.
27:26
Yeah.
27:27
Because I'm out and about, right, I got a young family.
27:29
I got three kids.
27:30
I got twin girls for one.
27:31
My son's four.
27:32
Right.
27:33
Family time in the morning.
27:34
And then I hit it.
27:35
And then from 9 a.m. to about 4 30 p.m. I'm either in meetings from doing classes, right,
27:40
or I'm on the phone.
27:41
And then I'm home.
27:42
I'm with family, right, bedtime, clean up.
27:45
And then I'm working.
27:46
I'm back at it.
27:47
Right.
27:48
I'm catching up from the day.
27:49
I'm catching up on emails.
27:50
I'm catching up on text.
27:51
I'm planning out what's coming up next.
27:52
So it's a lot.
27:54
It's a lot.
27:55
It's an ambitious goal.
27:56
I might be.
27:57
I might be hitting that point where I'm like, all right.
28:00
It's time to hire someone else.
28:02
Is it a VA?
28:03
What does that look like?
28:05
Because, yeah, I just want to grow.
28:08
What percentage of the classes are you teaching yourself?
28:12
That's a good question.
28:13
I don't know that metric.
28:14
Last year, it was less.
28:15
This year, it's much higher.
28:17
Because without a doubt, right, at the end of the day, like, I need to get more business.
28:21
And the only way that's going to happen is if I'm teaching the class or event.
28:24
If I'm partnering with someone else who's teaching the class or event, I expect very low return
28:29
on booking a one on one.
28:30
I need to be the person in the room sharing that value to get to that one on one.
28:34
So I have a much stronger emphasis now with doing that.
28:38
But with that said, I still find value in partnering with lenders, whatever, ensuring people
28:44
fill in the blank because I still want to grow my network and see what they have to provide
28:49
to offer.
28:50
And then also to the other reason why I do all these classes and events is at the end of the day,
28:54
I mean, I'm 100% business development, right?
28:57
My team is handling everything on the title insurance side.
28:59
So I should be hitting it hard.
29:01
And now that I've built my business, and like I said, right, doing 100 plus deals a month,
29:07
like it's a lot of people to maintain relationships with.
29:10
And the only way I can really do that is classes and events.
29:13
So it's all wins all around.
29:15
One, I get to see my clients, friends, right?
29:18
Two, I get to meet new realtors, prospects, et cetera, right?
29:21
And it covers both those spaces.
29:25
Yeah. And so I see a couple questions coming in.
29:27
I'm going to take your guys questions in a minute.
29:29
And I wrote down something.
29:30
I want to make sure we get to how do you point on quote partner with title reps if you're
29:34
a lender.
29:35
You and I talked about that yesterday on the call, the prep call, where title reps aren't
29:39
engaging or don't want to partner and don't do classes, whatever.
29:42
We'll tackle that in a second.
29:44
But obviously, so Ron asked a question.
29:46
Can you gauge an approximate percentage of business that comes from classes?
29:52
No.
29:53
No.
29:54
I can't.
29:55
Well, put it this way.
29:56
When I'm sorry, Ron.
29:57
Yeah.
29:58
What else do you do to market yourself?
30:00
It seems like this is the primary.
30:01
This is it.
30:02
This is the primary activity, right?
30:04
At this point, it's classes and events and referrals without a doubt, too.
30:09
Like if it helps, I think even better than that, I will host my own stuff, right?
30:13
Whether it's in a classroom or at a brewery or a distillery or whatever, right?
30:19
But without a doubt, the best thing I want to do is I want to get into that real state office.
30:23
And I want to do a monthly class or something of value every single month.
30:28
And that's the best thing you can do, especially if you can infiltrate that office.
30:31
And then the business just comes, right?
30:33
I'm seeing it now from the work I put in into an office.
30:37
I've been working now for about 13 months.
30:39
And it just, it just flows through.
30:42
So to answer your question, Ron, sorry, I don't have an exact metric.
30:45
All my business at these days is classes, events or just really referrals or just a small percent of me doing personal outreach.
30:53
With getting into a brokerage like that and you know, adding the monthly class,
30:56
if you ever run into a situation where there's already an incumbent title company and you need to displace them all the time.
31:03
How does that happen, man?
31:05
You have value them? Is that how it happens?
31:08
That's the goal.
31:09
I think it's teaming up here.
31:10
Yeah, we got to add value, right?
31:12
We got to add value.
31:14
Yeah, that's my niche.
31:16
That's my niche.
31:17
How many people here have already done a class in a real estate brokerage where there's a lender inside that brokerage already?
31:25
All right, I'm seeing the hands go out.
31:26
Yeah.
31:27
So it happens, folks.
31:28
Now, real quick.
31:29
I'm going to ask the question again about the panels.
31:31
I think what Jared said earlier, Emmett, is he does a panel quarterly?
31:34
The process for my ideation to execution.
31:38
You want to briefly unpack that?
31:41
Sure.
31:42
Ideation to execution on the panels.
31:44
Who do you want to work with?
31:46
You have complete control over this.
31:48
Oh, my goodness.
31:49
Yeah.
31:50
This is now, we go after the top producers.
31:52
This is a great way to get your foot in the door.
31:54
I mean, anyone who you think would want to be on a panel and share value, right?
31:59
That could be any team leader, anyone looking to grow their brokerage, their team, any of the letters companies,
32:06
EXP, PAK, REAL, LPT, all those that want to recruit and grow.
32:11
You pick your top producers.
32:13
You put them on that stage.
32:14
You get to be the hero to them, right?
32:17
And you get to spend time with them.
32:18
And you can take it as far as you want, right?
32:20
You can get together with them beforehand and prep what questions are going to go over.
32:24
You can have continued conversations before and after the panel event, which I think is just,
32:30
there's just so much value to do these things.
32:33
Yeah.
32:34
I mean, logistics is like, I remember we talked about this periodically throughout the years we've been doing this.
32:40
You know, I know one is a standout is done a panel.
32:43
To me, it's not that much different than doing a normal class.
32:46
It starts with daytime location, right?
32:48
Topic.
32:49
And then I would think the topic is getting influenced who you identify as real estate agents.
32:53
As long as you're following agents, you know what they're showing up as and those types of things.
32:57
Like if you're going to do, like you go to his event right page, right?
33:00
Or if you're a photographer accepted or how to get more listings or if it's social media, you know,
33:04
it's kind of like what other folks have talked about here.
33:07
Tiffany and others where, like for example, Jared, what we've been doing is we have an Instagram class,
33:12
a reals class, for example, right?
33:14
And if an LLO is smart, they'll identify a realtor who's already showing up good with the thing, Instagram Reels.
33:21
And then they'll call that realtor and say, hey, I'm hosting a class.
33:24
You're obviously doing well with Reels.
33:26
I'd love to have you come share your story, right, on how you do it.
33:29
And then nine out of 10 times agents are like, yeah, I'll do that.
33:32
I'd love to talk about me.
33:34
Yeah.
33:37
And just ideas for you all, right?
33:39
Exactly.
33:40
Everything you said, Jeff, I've done one on real estate investing.
33:43
That's always a hot topic, by the way, if you guys wanted to go a direction, if you're completely,
33:47
if you need one more idea, if I look at, you know, hundreds of classes of events I've done,
33:52
anything on investing real estate usually gets a good turnout.
33:56
Divorce randomly.
33:57
Every time I do a class on divorce gets a really good turnout.
34:00
Yeah.
34:01
And then the marketing stuff, of course, as well.
34:03
And then also to all my stuff, not if it's CE certified, I think a lot of people get caught up in thinking,
34:07
I got to get my class CE certified.
34:09
Otherwise, I'm going to show, no, if you have a good, I think it all comes down to,
34:12
you got a good name for the class, right?
34:14
That's number one, right?
34:15
People, you got to hook them, let me even look at it and see what's all about.
34:18
And then you got to hit them with what they're going to learn and the value and all that.
34:21
And then they're just going to decide whether or not they want to show up.
34:24
That's what just comes down to.
34:26
Yeah.
34:27
Hey, very manual man.
34:28
Sounds like a book I read.
34:30
Success for class.
34:31
It starts with your name and your title.
34:34
Yeah.
34:37
So classes are hosted.
34:38
I'm sure, you know, anywhere from title wrap office to real estate office to bring in total one and more.
34:43
You know, you name it, find the venue, right?
34:45
Shared workspace.
34:47
Distilleries.
34:48
Yeah.
34:49
Yeah.
34:50
Distilleries, breweries, all that.
34:51
Yeah.
34:52
If I can get out of the classroom, that's always the objective, right?
34:54
Keeping more casual social, right?
34:56
Get people to hang out after, have a good time.
34:59
And then also too, I'm pretty scrappy when it comes to budget.
35:02
So I think also a lot of people we get, we get cut up on.
35:05
Hey, this is going to, how much is going to cost me?
35:07
Right?
35:08
How much of my kind of flow in here?
35:09
I'm pretty, pretty strategic when it comes to picking my locations.
35:13
And usually if I'm going into anything, there's a very, very small amount of money possibly lost if nobody shows up to this thing.
35:21
And you, you hit up, right?
35:24
I mean, sure, I know I'm preaching the choir here, but you hit up all the spots around town that have slow business on a Tuesday, Wednesday, Thursday.
35:31
All my classes events, I've found that Tuesday, Wednesday, Thursday are the days I hit either 10 a.m. or 2 p.m.
35:37
I do 10 a.m. because that's enough time in the morning for real estate agents, hopefully to get their lives together.
35:43
And also, you know, again, I'm scrappy when it comes to these, right?
35:47
They should have already eaten breakfast.
35:48
So it's one less thing to deal with.
35:51
It's not that I don't want to pay for breakfast.
35:52
I just don't want to go and deal with all of that.
35:55
2 p.m. is my other timeframe.
35:58
And the reason why is if someone has a lunch appointment, say they book a new appointment, right?
36:02
Any lunch appointment, my opinion is going to run an hour and a half.
36:04
So that gives them enough time to finish that up and then get to my class or event.
36:09
How would you coach a through finding and partnering with somebody like you to put these types of classes off?
36:16
Oh, it's hard.
36:19
This is your colleagues.
36:21
You got to find someone.
36:23
You got to find people that are hungry, right?
36:25
I mean, who are the people that are hungry that you see out there consistently going after it, right?
36:33
And they're not, how can they contribute, right?
36:36
If it's whatever, fill in the blank financial aspect, marketing aspect, picking up the phone and just reaching out to their real-state network, right?
36:45
There's huge value in that.
36:47
I've been working with an insurance guy here.
36:51
He's just a hustler.
36:53
He's still relatively new in the space, but he's the number one guy because he just works.
36:58
And I love him because the value he brings to the table is he's not afraid to pick up the phone and just start calling realtors and inviting him this thing.
37:06
And I love it.
37:07
Yeah, those insurance guys are great with that.
37:09
They love the phone.
37:10
Yeah, so to answer your question, you got to ask yourself, who's someone there that's probably already doing classes and events.
37:19
Are they hosting them?
37:20
Are they teaching them?
37:21
Right.
37:22
And then just approach them with the concept.
37:25
And then I think I think what's important, I think what I noticed a lot when I talk to other title professionals in this space is, right, refinances are not booming right now, right?
37:39
And that might be a reason why they might not be calling on lenders.
37:42
And me, I see the complete opposite.
37:44
Yeah, I love, I'd love to get all your refinances.
37:47
That'd be awesome.
37:48
But at the end of the day, right, we're both going after real estate agents, right, to a certain degree.
37:53
And I'd rather partner with you to tap into your realtor database as well as my database.
37:57
And like, let's do something together.
37:59
And the truth is, too, I'm going to get paid.
38:01
I'm going to make more money off of a resale versus a refinance anyway.
38:04
So to me, I'm going to have to resale business refinances.
38:07
I'd love them, but that's just a cherry on top in my business.
38:10
Very good advice.
38:13
Very good advice.
38:15
Guys, what do you got for questions?
38:17
I'm not covering.
38:18
Help me out here.
38:21
There's a see your, your comment about California.
38:24
California, George, you may know.
38:25
It's kind of its own unique animal, right?
38:27
I mean, with the regulations and stuff.
38:30
A lot of restrictions around that.
38:32
So, but at least they can give you people this.
38:34
That's nice.
38:35
It's not a gamble.
38:37
They don't, they not only won't participate.
38:41
They'll charge you if you want to use their conference rooms.
38:44
So.
38:45
Oh, wow.
38:46
Yeah.
38:47
Yeah.
38:48
I know someone out there.
38:49
They can't even buy you a cup of coffee, I believe.
38:50
Right.
38:51
Yeah.
38:52
But then go to a different state like Arizona and its gangster land.
38:54
And there's no rules.
38:55
And it's, it's wild.
38:58
So it does depend on the market.
39:00
You're in.
39:01
I totally agree with that.
39:02
Chris Gibson.
39:03
What's up, Chris?
39:04
Awesome sales reference Seattle reach out to Ashley Durand.
39:07
She just switched switched companies.
39:09
She's at WFG.
39:10
She's a, she's a big hit around there reach out to her.
39:14
WFG, man.
39:15
My old stomach grounds.
39:16
One, one thing I'll say too, just to, to pipe in is that not,
39:21
not all of Jared's classes are all like.
39:24
What, like 100 people, right?
39:26
Like we've done classes with five people and like 100%.
39:29
Like I don't know what the average of yours is,
39:32
but we've done it in front of five people.
39:34
We've done classes in front of 200 people,
39:36
but also like he said, like just from being a hungry standpoint.
39:40
Like I think what you do really well is you also send out
39:45
it's like a monthly, I'm sorry, a weekly newsletter almost, right?
39:49
And then Mike, can you mute that?
39:52
I mean, is online come after me to try to?
39:55
Who's got the mic?
39:57
Oh, yeah, let me go.
39:59
Thanks, dude.
40:00
There we go.
40:02
You sent out a weekly newsletter that's like,
40:04
here's like a video on how to, right?
40:06
So it's like instructional and you're giving something
40:08
of value then.
40:09
And also like here's something else that's coming out with,
40:12
like here's the upcoming classes.
40:16
And then so you're, it's like a constant drip thing
40:19
where you're just kind of everywhere.
40:21
Yeah, I agree.
40:23
I'm not afraid to have one person show up to a class or event
40:27
because to me, I'm going to market to everyone and it's a touch.
40:31
It's more touches, right?
40:33
And also to you, right?
40:35
You guys already know this.
40:36
That one or two, five people that show up,
40:39
they might be the great, the best people that you want to work with.
40:42
You can have more of an intimate conversation with them.
40:44
And you never know who shows up.
40:46
I mean, I've taught a class to three people in the room
40:48
and you know, one of them's a $20, $30 million producer.
40:51
And guess what?
40:53
You could have like one hour now with this person pretty much
40:55
and really get to build a rapport with them, right?
40:58
We're doing these classes and events to educate to provide value
41:01
but really to just build rapport, right?
41:03
So that's the other thing too, right?
41:05
Is how can I not only present and share but also build rapport
41:10
with people in the room, get a conversation going
41:12
to then easily, more easily convert them to that one on one
41:15
and continue that conversation and build that partnership?
41:19
Yeah.
41:20
Yeah.
41:21
So, all right guys, so far what's your biggest takeaway
41:23
from what you heard?
41:24
Type it in the chat right now.
41:26
Biggest takeaway, one action item you're going to implement.
41:29
I want to see them flow in here.
41:31
I just think partners, I just think I have a very narrow scope
41:36
on who could be a potential partner.
41:39
Movers.
41:40
I could just hearing him talk about like there's somebody
41:44
in your network that could be willing to partner with you
41:47
and it doesn't have to be a real estate agent or a title person.
41:51
Right?
41:52
I agree.
41:53
Absolutely.
41:54
I mean, that's why I would go through the list like he did.
41:57
A Fraser, Esco, Home Mournty.
41:59
I mean, you got Home Mournty wraps out there, right?
42:02
Joe?
42:03
We do.
42:05
I need to find a good one.
42:08
Attorney, financial advisor.
42:10
Yeah, the list goes on.
42:12
Yeah.
42:13
Yeah.
42:14
The more you bring them in, the better it's going to be.
42:17
Yeah, and that's another thing too is on the panel events.
42:20
I shoot this next panel.
42:21
I'm doing it.
42:22
I'm doing it with a junk removal company, the junk trunk.
42:25
They do junk removal and they do rollway dumpsters.
42:29
And I'm doing it with a home organizer.
42:32
Those are my partners on this one.
42:34
And yeah, so think outside the box on stuff.
42:38
Yeah.
42:39
I love the takeaways you guys have and the thread here for the chat.
42:42
I think the bottom line is if there was one takeaway,
42:45
I'm pulling of the many from Jared.
42:48
Just do the effort work like, you know, do the events.
42:52
We tell people, Jared, it's a minimum one event per month.
42:55
You know, that's the friggin minimum.
42:57
Now, some people do more than that.
42:58
Obviously, you're doing a lot more.
42:59
Some others coming in for a period of time.
43:01
They'll ramp up into a quarter.
43:02
They'll do three or four events for a month or a quarter.
43:05
But the point being is, let's go back to the dovetail.
43:08
Like, you know, when you first started, because a lot of people,
43:11
a lot of lenders, a lot of people in this room are in this situation
43:14
of the problem is awareness.
43:16
The problem is, there's deals happening in your backyard.
43:19
You're just not getting in front of them.
43:22
And that's a process that takes time.
43:24
You know, if you picture that pyramid of the funnel,
43:26
top of the funnel's awareness or discovery.
43:28
Yeah.
43:29
I mean, guys, that's why I'm still, after all these flipping years,
43:32
I started in 2003.
43:34
Okay?
43:35
That's, if y'all know my story, right?
43:36
I was doing the classes.
43:37
That's what I shifted to.
43:38
I'm still preaching classes, right?
43:40
Even though social media has a play and it's part of it,
43:42
but in terms of creating awareness,
43:44
or Jared, I'd like to say, running for mayor,
43:47
becoming five mile famous, I would argue, Jared,
43:50
you're probably amongst the most well-known title reps in your area.
43:56
Are you agree?
43:57
Yeah.
43:58
I would.
43:59
And for me, it's just not being afraid of being loud.
44:02
I'd say probably about four, I was talking to Ryan yesterday,
44:05
probably about four years ago.
44:07
I just said, you know what?
44:09
I'm tired of hearing about so and so, you know,
44:12
title insurance, and I want my name to be up there too, right?
44:15
And I don't mean that from a logistical way.
44:17
I just mean it from like, I want it from getting a more business way.
44:19
You're doing a hundred deals a month, Jared.
44:22
Is that right?
44:23
Over 100, yeah.
44:24
Over 100 deals a month.
44:26
Now, I know, like, equate that to us for loans.
44:28
Like, whatever you're doing now,
44:30
the only difference between now and where you want to get
44:33
is how many people know who you are,
44:35
how many conversations you have, right?
44:37
That adds some type of value.
44:39
That's it.
44:40
Yeah, go ahead, Christopher.
44:42
Yeah, hey, Jared.
44:43
So, like, I have a list of like future friends,
44:46
people I want to get to know,
44:48
I'm inviting them to classes.
44:50
I commented on their,
44:52
I go to their socials weekly and I comment on them.
44:56
But what do you think about like the DMs?
44:59
Like, when you're starting again to the direct messaging,
45:01
do you start with more casual stuff
45:03
or is starting with an invite to a class to pushy?
45:09
No, that's a really good question.
45:11
Yeah, say I just followed you, right?
45:14
I wanted to target you, Chris, right?
45:16
I'd probably start following you,
45:17
liking your stuff, commenting on your posts, right?
45:20
If you're posting stories,
45:21
I'm going to try to find points of connection
45:23
where we can relate on that, right?
45:24
Try to get the conversation going
45:26
from the stories into the messenger, right?
45:28
And then just slowly kind of play into that, right?
45:31
And then, yeah, and then if I can feed that into a class
45:34
or event, that's fantastic.
45:36
It's an easy ask.
45:37
And that's also too, like sometimes I'll meet people out
45:40
and about and they're not ready to have a one-on-one with me,
45:42
right?
45:43
So in the class or the event,
45:44
it's the perfect next step.
45:45
It just happened to me two days ago.
45:46
The guy's like, yeah, no, I'm good.
45:48
I'm like, cool.
45:49
Like, hey, I'm doing this thing in a week from now
45:50
if you want to come check it out.
45:51
And he's like, yeah, check it out.
45:52
So I think it's right value ladder, marketing.
45:54
It's one step below that one-on-one.
45:56
And it's an easier, hey, come check this thing out.
45:59
Be fun or be educational and start there.
46:04
I mean, what if I hadn't had like the opportunity
46:06
to like really strike up a conversation?
46:09
Like, yeah, you comment and all that.
46:12
But just shooting them, hey, your next class and bite,
46:15
like, is that too much?
46:17
I mean, they're already on my targeted ads.
46:19
And they're going to see my class and bite on my targeted ads.
46:22
But is it too much to just shoot over a personal DM
46:25
versus a, because I find the call and text,
46:28
they're so inundated, it seems to be too much.
46:31
So I just felt like a DM would be less intrusive.
46:35
But is it going to like give me iced out right away?
46:39
I think it's subjective.
46:40
And you don't know until you try.
46:42
I very much live by the mindset of you,
46:44
you can't lose, but you don't have.
46:46
Right?
46:47
So you don't know until you try.
46:49
Thanks for hanging out with me.
46:50
But everything's mile, mile high title guy,
46:53
mile high title guy, mile high title guy.
46:55
And you'll find me.
46:57
Yeah, absolutely.
46:59
I would just say, you know, put in the work, look at it.
47:02
We've laid, I think, 80% of what Jared does
47:06
is laid out for you here in our community.
47:10
The classes, the content, the landing pages, the emails.
47:13
Right?
47:14
The workflows that go with that,
47:16
the tutorial on how to teach the class,
47:18
the flyers, the canvas images.
47:20
Like Jared had to create that all by himself.
47:23
Yeah, that's, yeah, I wish,
47:25
I wish we connected sooner.
47:27
Jared, appreciate it, man.
47:30
I'll be in touch.
47:31
Thanks for having me.
47:32
Take care, guys.
47:33
Bye.
47:34
Bye, everybody.
47:35
Take care.
47:36
Okay, that's it for today's episode.
47:37
Before we wrap up,
47:38
I just wanted to remind you about my agent classes.
47:41
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47:45
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47:50
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48:01
So if you're ready to take control of your agent referrals and grow your income,
48:04
visit mortgagemarketing.pro or check the link in the show notes.
48:07
And while you're there, don't forget to check out the success stories
48:10
from other mortgage pros who've already seen incredible results.
48:13
Thanks for listening,
48:14
and I'll see you on the next episode.