Latest / Mortgage Marketing Radio / Ep #108: How to Get 10 Meaningful Engagement's with Agents Every Day

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Ep #108: How to Get 10 Meaningful Engagement's with Agents Every Day · Mortgage Marketing Radio

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In today's highly competitive mortgage industry, building profitable relationships with
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the real estate agents is essential for success.
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However, finding effective ways to secure agent relationships can be a challenge.
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With so many mortgage loan originators vying for the attention of real estate agents, it
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can be difficult to stand out and establish meaningful connections.
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Our new case study featuring loan officer Chris Cogill is a must-read.
0:25
Chris has closed a remarkable 36 million in funded loans from agent referrals.
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And in this case study, he shares his proven strategies for building strong relationships
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with real estate agents and leveraging those relationships to drive more business.
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To get your hands on this resource, head over to LOKestudy.com and download your free copy
0:45
of the case study today.
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You'll find actionable insights and practical tips that Chris used to close 36 million
0:52
in funded loans from agent referrals and how you can too.
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Don't miss out.
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Go check it out right now, visit LOKestudy.com and download your free copy today.
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Mortgage Marketing Radio Brought to you by the Mortgage Marketing Institute,
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your number one source for truth in mortgage marketing.
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Hey listeners, Jeff Zimperfank, you for tuning into another episode of Mortgage Marketing
1:38
Radio.
1:39
Happy 2019.
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Congratulations.
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We've made it to a brand new year.
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If you are excited about this new year as an eye, there is opportunity everywhere for
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the true professional who is willing to dig in, work on themselves, become who perhaps
1:56
they may not have been before because to have something you don't have yet, you may need
2:02
to become something you haven't become.
2:04
Hmm.
2:05
Interestingly enough, speaking of that, hey, I'd like to help you get outside of your comfort
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zone because to get outside of your comfort zone, you got to get outside of your comfort
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zone.
2:15
So if you want to go to the next level in 2019, you may need some help, you may need
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some training, some skills, some guidance, some coaching, some resources, somebody to
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be a guide.
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And I'd love to be your guide on that journey as we go into the new year here, helping
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you achieve your goals.
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And what does that guide look like for you?
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Well, it looks like something called the Mortgage Marketing Pro Membership.
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And that is the place where professional mortgage originators like yourself come to become
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more, to learn the skills, to get educated, to deploy the tactics and strategies and tools
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and resources that are going to help them have a larger impact and go to the next level
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personally and professionally.
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So what's included in there?
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Well, hey, you could easily go check it out at mortgagemarking.pro, but just know this,
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that everything is in there for you, right?
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You want to double your realtor referrals?
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We help you do that with a number one way to do that, which is teaching agent classes.
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Every month, a turnkey done for your agent class, such titles as Millennial Marketing,
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New Rules of Real Estate, Video Marketing for Realtors, Disruptor, Die, Surviving the
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Digital Real Estate Shift.
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You name it.
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It's in there, helping you get in front of maximum agents in minimum time and converting
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them to referral partners.
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And if that wasn't enough, oh, wait, hang on, there's more.
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We also have self-paced tutorials helping you become a modern originator.
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So what does that mean?
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That means you getting an online and personal brand, how to get started with video, learning
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Instagram, YouTube, how about scripts to overcome rate shoppers?
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How about Facebook ads, Facebook and templates, and the coaching around how to run the ads,
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the targeting, and how to set it up and everything so you can start generating your own leads
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and becoming even more valuable to your realtor referral partners.
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And speaking of that, so if you want to check that out, mortgagemarking.pro.
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All right, let's transition into my special guest.
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I was going to say, speaking of that, speaking of classes, my special guest born and raised
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in Worcester, Mass, my old stomping grounds, Boston, Massachusetts, Bill Murphy.
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See, when I grew up in Massachusetts, I had lots of friends, and our last name was Murphy,
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right?
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A big Irish influence.
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But we never called them.
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We never said, we never called them by his first name, was always, yo, Murf, what's up?
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What's up, Murf?
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Right?
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That's how we always refer to our friends name Murphy.
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So what up, Murf?
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Murf's here on the podcast, sharing, dropping his wisdom, first of all, just an all-around
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awesome human-being individual, doing a lot to give back, whether it's make a wish foundation,
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whether it's the Dana Farber organization, he was selected and awarded the Affiliated
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of the Year and his local board of realtors.
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He's among the country's top 200 producers, according to the Scotsman's Guide, Mortgage,
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Executive Magazine, top 1% in the country from 2012 to 2017.
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And the guys of Rockstar, 2017, 64,266 units.
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Folks, that's like five units a week, five hand families per week that he's helping get
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into a home or refinance, right?
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So one of the things that we talk about with Bill is how he, what's his number one source
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of business?
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It's about 50% agents, the other 50% is past client database.
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So we spend much of this call talking about how he's getting engagement from agents and
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his number one source of agent business and referrals is classes, teaching agent classes.
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Some are CE classes, some are not.
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And you're going to hear his whole process for how he does that.
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He has about 25 agents, attend his classes every single month, he does one class a month.
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We're going to unpack his marketing plan, his post follow-up plan and process.
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And then we're, you know, what's cool is Bill's really doing some really advanced stuff
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with video.
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I say advanced.
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What I mean by that is he's actually doing video, okay?
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For some of you listening, it's advanced for you to even start with a video and you need
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to start with video.
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But we're going to put links in the show notes to his business page, his Facebook page,
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which you can get on his page and see all of his videos in there.
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His pie giveaway video has 284 views.
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He's got other videos in here that are passing 1,000 views.
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So great lessons in here on how to leverage video, how to really become, you know, you've
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heard this term maybe if you're a follower of Gary Vee or whatnot, to become the kind
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of the digital mayor, right?
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So Bill's not only, he's really becoming the mayor of his local realtor community, right?
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So he's taking everything that I've been preaching for years, which is getting the
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active in your local realtor community, joined the board of realtors, attend the affiliate
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meetings.
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He's going, I think when we recorded this, there was an installment of the new officers or
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something.
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There's going to be 400 agents at that meeting.
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He has a goal to have a meaningful engagement with 10 agents a day.
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So that could be a phone call, that could be a person meeting, that could be a text, right?
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Of one of the videos he sends out, but 10 engagements, 10 touch points with a response,
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something back from agents virtually every single day.
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Instead of you were doing that, the impact you would have to your business, right?
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How do you do that?
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Well, Bill talks about, he also believes in casting a wide net with classes, hey, do one
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class, that's 25 agent contacts in a day, okay?
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So it's the law of large numbers and it works in your favor.
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So I hope you enjoyed this episode.
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I sure as tech did, make sure you not only listen intently to how Bill is building his business,
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what he's doing differently in 2019, but make sure you take one big idea.
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What's your one big idea from this interview?
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It's the classes and start doing your own agent classes, whether it's from us here at
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mortgagedmarketing.pro or it's from some other source.
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So with that said, without further ado, let's get into this week's show.
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Hey Bill, welcome to the show.
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Thanks for having me Jeff, it's an honor.
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No, man, it's an honor to have you on.
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Love featuring top producers like yourself, you know, before we hit the record button,
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we're commiserating on the Patriots' recent loss.
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So all you haters out there that want to hit me up on social go ahead.
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And I know there's a few.
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You know who you are.
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They always do it Bill.
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They always do it.
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Why don't you tell me?
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We can't talk after these losses today.
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I know, we're just moving on.
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That's all like like Belicechek does.
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We're like, hey, we're on to the next one, you know?
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Yeah.
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So tell the listeners who you are, how long you been in the biz and why do you still love
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what you do?
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All right.
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My name is Bill Murphy.
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We're on the East Coast Central Massachusetts, of course, a Boston title town here.
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And been in the business 20 years, still going strong with it, with crazy passion, loves
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this business.
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This time of year, you know, you just got to keep focused, you know, we're in the middle
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of December and the holiday season.
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So you just got to, you got to make deals happen.
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You got to make ones happen.
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Everyone else is coasting and sleeping, you know, competition, you know, work is what
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we're still doing.
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Okay.
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So give us a quick.
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I don't have it in front of me here.
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But your stats for 2017 units volume 2017 was 60, what a 64 million, 64 and some change
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to 266 units, 266 units, man.
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That's a lot of making donuts.
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Yeah.
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All right.
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That's right.
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And you're the only originator?
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Yeah.
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That's my production.
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And then I manage the bridge.
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All right.
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So 266 divided by 12, that's basically 22 units a month, man.
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Yep.
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Five, five a week.
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All right.
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What's the main source of that business?
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Realtors.
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I mean, you get to work the agents and pass database, you know, pass clients.
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All right.
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So let's unpack this.
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Yeah, I know.
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So what we try and do for the listeners is like, you know, unpack.
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All right.
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So let's get more specific.
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I know with realtors, you do, and it's right on your web page here.
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First of all, you're a CNPS, is that right?
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Yes.
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I think I have to renew that.
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Okay.
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Probably.
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I'm in the process.
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Yeah.
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Yeah.
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I'm just reading off your bio right here, man.
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You teach a lot of CE classes, right?
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That's correct.
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Okay.
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How many classes you do with like a month on average?
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We do one CE a month, at least.
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Okay.
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One CE a month.
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Average attendance at those?
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About 25 now.
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All right.
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All right.
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So that's good.
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25 agents.
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Yeah.
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And where do you get your CE info content from?
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So in state of Massachusetts, there is a curriculum that we follow.
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And then we just, we incorporate our own material, as long as it's relevant to the curriculum.
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There's a array of four titles that will use that, you know, mortgage specific.
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One's financing, one's credit, one is FHA, NVA, and we'll typically rotate those.
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Hmm.
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And we're, you know, we offer the CEs.
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And are those where agents have to pay a little bit of money to come in?
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Because they're getting C credits and all that?
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Well, in our, in our board of realtors, it's the, uh, that is there.
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It's part of the membership.
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Oh, okay.
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Yeah.
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I know it's different in every, every state and all that.
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So if I'm here correctly, are you submitting the course curriculum to get CE approved?
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Yeah.
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We submitted it.
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Well, I mean, I've been doing so long.
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We just submitted to a proctor that's a 10.
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And then they, uh, they issue the, the CEs.
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They sit in on your class.
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Yeah, they'll sit in our class because we're, you know, I'm not a certified instructor.
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You know, and it was in, uh, a fairway, you know, we, I talked to a lot of, uh,
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loan officers about getting into this.
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And, you know, it's state specific.
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So be careful.
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You know, how you, how you don't try to take a Massachusetts state curriculum and teach it.
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And know if Carolina, because it's not going to be the same.
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But, but check with your state, check with your local board and what that takes.
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But, but basically in Massachusetts, you just have to be, uh, subject matter experts.
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So if you're a loan officer in your license, that would, that would qualify.
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Um, at least, at least a mass.
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So then you take, take the curriculum and, uh, we run with it.
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We have fun, you know, we have fun with the curriculum, we make it interactive.
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We present stats, uh, give, give the agents a lot of tools that they can go out to their,
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to their sellers and their sellers and buyers, you know, the cost of waiting.
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Um, the cost of rent, you know, just will, will package up, you know, a PowerPoint.
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And, uh, you'll give them material, not just to sit through it to our class,
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but to take information back to the street and, uh, add value.
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That's what it's about. They get to leave their add and value.
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So cost of waiting, uh, cost of what was the other one?
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Cost of waiting, the cost of rent, you know, put some slides together.
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The, you know, purchase power.
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Yeah, yeah, a lot of that stuff, you know, comes from Moish coach.
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A lot of Steve Harney stuff, keeping car matters.
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Um, local statistics will put up there.
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Yeah, I love it. Shout out to Mr. Savage and the mortgage coach community.
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Great tools and resources.
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I want to touch on that for a second, because I have a number of loan officers, um,
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who ask, you know, because I, as you may or may not know, have, uh,
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this mortgage marketing pro membership where I provide turnkey classes, uh, for them to teach agents.
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And I oftentimes get that question, hey, how do I get the CE approved?
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And it's always my answer is it's very state specific.
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And such to the point, this has happened since I last talked to you.
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Um, you know, subject matter expert, you said, I was going to, we can unpack this a little bit,
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but I have, uh, for instance, a class, this, uh, loan officer to get what state he's in.
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It might be Virginia or something, but, um, he, uh, we have a class on Millennial marketing.
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And, uh, he submitted it to his, uh, you know, local state board, association, whatever,
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and got it approved for CE credits.
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So all you got to do is try, man, you know, follow out, file, find out what's required to submit it,
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and then submit it.
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And they may come back to you, you may know better than me.
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They may come back to you and go, hey, you need to take this slide out or this word or whatever.
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Right. Right. Yeah.
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Never have that happen if they ever kind of, you know, push back.
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No, no, no, not just because we've been doing it every month consistently for.
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Well, now, yeah, now they know they're like, uh, here's Bill rubber stamp bills.
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Yeah, in the beginning, I would imagine that they're going to watch you a little bit more closely.
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Yeah. Yeah. Exactly. All right.
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Thank you.
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So you get about 25 agents, um, attending of this, that wasn't always the case, was it?
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Um, well, no, it wasn't always the case, but consistency, you know, gets them coming.
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They know it's going to be their every month.
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There's going to be a class every month that we're going to teach and we're going to try to try to give them some information
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that they can, that they can take out and, and using their own business.
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So we try to separate ourselves from other classes.
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By being consistent?
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No, I'm sorry, by adding value so they can take it to the street.
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You know, if someone else wants to teach a class and, um, you know, it's not going to help them in their business.
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That's our angle, you know, how we can help, how we can help you in your business.
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Okay. Well, how do you fill your classes?
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So we market it. We'll, we'll market on social media.
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We'll send out a couple of, um, email invites.
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Uh, we do video marketing. We'll do, do a video leading up to it.
15:05
Oh, let's pause there for a second.
15:07
I mean, interrupt your nuggets. I want to pull out.
15:09
So when you say you do video marketing, explain how you do that.
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What's the platform all that?
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Yeah, I'll record a video. We'll send a video out.
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Um, just based on what, what the topics are going to be, how that's going to, how that will help them.
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Um, with their, with their business, moving forward.
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Um, you know, like, you know, try to throw a little teaser out there.
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I think this last one was, hey, come to this class because conforming limits have been raised.
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What does that mean, mean for you and how can that help you? How can that information help you?
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So they're kind of a little teaser out there.
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Then, then, um, you know, look, look for a year and, you know, taking momentum into 2019.
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Some of the predictions that you can expect were interest rates headed.
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So just kind of leave them thinking and information.
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Everybody wants to know what rates you're doing.
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Everybody wants to know what the market's doing.
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So we can kind of tease that up a little bit.
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It gets intrigued, uh, in curiosity where they, where they want to come.
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And how are you sending that video out? Is that over email or what is it?
16:10
Yeah, we'll do an email bomb bomb blast.
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Bomb bomb. Okay.
16:13
We bomb bomb.
16:14
Yep. Yep. And you get good open rates on that?
16:16
Yeah. Yeah. Yeah. We do.
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We do. I said, I said not specific video out.
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We, so with the, with the bomb bomb videos, we send out one every single week, every Saturday morning.
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And I know a lot of loan officers.
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Really successful loan officers would send out rate sheets on Saturday mornings.
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Um, or just a newsletter on Saturday morning.
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And Saturday morning is a very good day to send out information because think about it.
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If you're working Monday through Friday, even as a loan officer, um, you know,
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that you could get 200, 300, 400, 500.
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In some cases, we get five to 700 emails a day, right?
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Uh, especially during the busy time.
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You're not going to open up a video that gets up to you.
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But our Saturday morning, when, when it, when you may only have a handful of emails
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that you get to get through, you may say, hmm, I wonder what, I wonder what this, uh,
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I wonder what Bill's, Bill saying or just saying what he has to say today.
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So we send it out Saturday morning.
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It goes out to them by nine, nine a.m.
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Every single Saturday morning and consistent.
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He's been the key and there are a lot of agents will, you know,
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see him at a class or whatever and they'll, they'll comment on it.
17:21
Hey, love getting the Saturday morning videos.
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So just by putting that consistency on it every single, every single week.
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It just brings more, more credibility and more, you know, more awareness.
17:34
Just buying the brain cells, Jeff.
17:36
Exactly.
17:37
Buying the brain cells.
17:38
Um, all right.
17:39
So using bomb bomb that works for you as well.
17:41
Are you using bomb bomb in any other ways, you know, in your mortgage business,
17:45
whether it's consumer facing, you know, that kind of stuff?
17:48
No, I just, it's the same.
17:49
We use the bomb bomb just to send the videos to the, to the agents.
17:52
Okay.
17:53
So no like a mile stone updates or nothing like just all class related.
17:57
Right.
17:58
Right.
17:59
It's just, yeah.
18:00
And it's not, it's Saturday morning videos aren't just regarding the class.
18:03
It's just, you know, like a loan limit video we sent out.
18:07
Um, just even some, you know, random topics.
18:11
You know, hey, what's, what's important in an area specialist real estate agent?
18:17
You know, or somebody that lives 40 miles away trying to market in your area.
18:21
You know, so like, we got debate.
18:23
We try to get debates going, you know, with the agents and, you know, just debates.
18:27
Real, real, real topics.
18:29
Yeah.
18:30
What do you mean you have them asking for a response?
18:33
Yeah, we asked for a response.
18:35
Really?
18:36
Well, that's pretty cool.
18:37
And you get people hitting the reply button, leaving their two cents, huh?
18:40
Yeah, that, that's more on the social media.
18:42
So what, when we send out the videos, then we release it on, on social media.
18:46
It'll go on our Facebook business page.
18:49
And then that's where the response.
18:51
Now we're getting some strategic here.
18:54
Sure.
18:55
That's awesome.
18:56
I like that.
18:57
Now I'm going to pull up your Facebook page while we're talking.
18:58
See if I can pull it up because I want to see the videos on there.
19:00
Um, but I'd like the fact that we did clarify that you are sending these videos.
19:04
The Saturday videos, it's more of a, not necessarily always about a class.
19:08
But at least you're consistent with videos on Saturdays that are kind of topical mortgage-related info, right?
19:14
Oh, yeah.
19:15
Yeah.
19:16
I'll look at you, man, doing some green screen.
19:18
Yeah.
19:19
Love it.
19:20
Yeah.
19:21
Sweetie, look at that 500 freaking views.
19:23
That's awesome.
19:25
Certain to do that.
19:26
Hello.
19:27
I don't know if you know how good that is.
19:29
500, 500.
19:30
500 views on your increasing conforming loan in the video.
19:33
Oh, okay.
19:34
Good.
19:35
2018.
19:36
Finish strong.
19:37
530 views.
19:38
Pie giveaway.
19:39
284.
19:40
I love that.
19:41
All right.
19:42
I'm bouncing.
19:43
Listen.
19:44
I'm three cups of coffee in.
19:45
Tell me about the pie giveaway.
19:46
We'll come back to the classes in a minute.
19:47
Tell me about the pie giveaway.
19:48
So the pie giveaway was for Thanksgiving.
19:50
Leading up the Thanksgiving.
19:51
Yeah.
19:52
And I think this was before we get on our call.
19:55
Now we just, you know, during this time, you know, a lot of the competition is sleeping, right?
20:00
And they're posting their, they're going to the holiday parties.
20:03
And they're not really working.
20:04
I mean, we got a lot of deals coming in just because agents are saying I can't reach my loan off.
20:09
Sure, they're not calling back.
20:11
You know, deals are blowing up.
20:13
It just seems like it just seems like everybody's on cruise control.
20:15
They're in a holiday.
20:16
It's the way it is, right, Jeff?
20:18
And the true, the true professionals are working.
20:21
And that goes for the real estate agents too.
20:23
They're, they're out there pounding the pavement.
20:25
They're, they're putting in the time and the effort to get a, get business.
20:29
So we purposely going into the holidays.
20:32
We try to create events where we're just, even though it may not bring in business.
20:39
We're just staying in front of everybody, letting people know that we're still around.
20:43
So we do, the first thing we do is a pie giveaway.
20:46
Leading up the Thanksgiving.
20:47
So we do that.
20:48
It's called client.
20:49
We call it our client appreciation and real third pie giveaway.
20:51
And then we also send pies.
20:53
I think we sent donate in like 25 pies to local food pantries and shelters.
20:58
And that's what we do in our town in addition to the pie giveaway.
21:01
But it's just a chance for them to come in and have some, have some not all excited.
21:05
Yeah.
21:06
Come pick up a pie is basically the thing.
21:08
Yeah, that's it.
21:09
That's it.
21:10
We sent out invites and do the video for that.
21:12
And then we also, you know, during, during that time that we, we start talking about.
21:17
We do a lunch and learn our last of the year.
21:19
So we hype up the last of the year of lunch and learn information that you can get to finish your year strong.
21:24
And to take momentum into 2019.
21:27
We do a success series where we did just last week of business and life planning.
21:33
Living your best year ever success.
21:35
It's probably had about 15.
21:36
And this was non CE.
21:37
He had about 15 or 20 people come to that.
21:40
That was, that was a lot of fun.
21:41
And we teach it based on the Darren Hardy living your best year ever journal book.
21:47
So that was, you know, we do, we have a lot of fun with that.
21:50
We've got for two hours.
21:52
We always have every time we have a, a CE, we always have an attorney or a title company.
21:57
And that's just the attorney states.
21:59
We have an attorney with our attorney sponsor lunch.
22:01
But it's not, you know, we're not going to get a subway sandwich.
22:03
We get to the catered lunch.
22:05
Because the agents like that, you bring in a good lunch.
22:08
You fill, you feed them and fill them up.
22:10
And they're going to be appreciative of that.
22:12
So we kind of try to add a little class to the lunch and learns.
22:17
And then we, we announce our, we do a holiday party every single year at one of the local firing establishments.
22:27
And we've been doing that every single year.
22:29
And that's our client appreciation, holiday party.
22:32
And then we have all our staff.
22:34
And, you know, some of our referral partners, our, our attorneys, bring some nice, nice gifts to.
22:44
For, for raffle prizes.
22:46
And, you know, Patriots, we're talking about Patriots.
22:48
Patriots pick it through one of the, one of the, one of the grand prizes.
22:52
We had an Apple Watch last year, an iPad, you know, a Fitbit.
22:56
You know, there's all kinds of just fun stuff.
22:58
You know, all kinds of scratch tickets.
22:59
So, so people have fun.
23:00
They get drink tickets, but they have to, in order to be entered into the, into the drawing.
23:05
They have to bring it for boys for talks.
23:07
So we feel, we feel truckloads for, for toys for talks.
23:11
And, you know, it's just, so the whole point of this year and stuff is to just keep in front of everybody.
23:18
While the world's coasting.
23:20
And, you know, we're just, we're just, we're just out having events.
23:25
You know, all the more often I say go, go on front of people get, you know, go to their events.
23:30
You know, be professional.
23:31
A lot, you know, watch your drinking.
23:34
Get there early before they start drinking.
23:36
Because you get the, you get the situational deal when you go to the holiday parties.
23:41
Hey, what about this situation?
23:43
You always hear that.
23:44
What about the situation?
23:45
I get this deal.
23:46
And I'm not really here from the washer.
23:47
And the next thing you know on Monday, you're picking up a couple deals just by being out, you know, around the holiday time being visible.
23:54
So we kind of do that on purpose.
23:57
I love it.
23:58
It reminds me of the question I asked agents and classes is what's more important being knowledgeable or being well known.
24:05
And clearly you're becoming well known, right?
24:08
You're, you've got this nice brand attracting a lot of activity and a buzz about town.
24:12
That's just, that's smart, what you're doing, the branding.
24:15
You know, man, really?
24:16
Seriously, the choice of thoughts, thing, time, then.
24:18
First of all, you're doing a thing.
24:19
It's a good cause.
24:20
People love to be associated with brands that are cause oriented.
24:23
You clearly are.
24:24
But, you know, and I preach this all the time too.
24:26
You got to make it fun, right?
24:27
Because people would rather be educated.
24:28
I'm sorry, rather be entertained than be educated.
24:31
But if you combine, yeah.
24:32
But if you combine the two, right?
24:34
Now you got a winner.
24:35
So I just love it, man.
24:36
You are, you're like right out of that classic playbook of like, hey, how do I drive engagement in my local market with agents?
24:41
Well, folks, that's the chapter right there.
24:43
You know, a blend of the credit of the classes, CE and you do the how to have your best year ever class.
24:50
I love that because then it's not always just mortgage related, which tends to some people tune that out over time, you know?
24:56
Of course.
24:57
Good stuff.
24:58
I'm going to put a link in your, in the show notes to your, to your Facebook page.
25:03
Are these videos anywhere else like YouTube or anything or all on Facebook?
25:06
Yeah, we've put them on YouTube and naming, naming them on YouTube as well.
25:11
So we started doing that just to get the, just to get the search engines up, search engine optimization up.
25:18
Yeah, it's great.
25:19
No, these are just uncertain.
25:20
I haven't looked at your video page before, but I didn't know you were set to play.
25:24
Yeah, when it comes to video.
25:26
No, you know, no, Jeff, seriously, I mean, it's just, you just, you just get it after over time.
25:32
You know, everybody, that's their biggest fear a lot of times and starting videos and it's really just doing the videos and staying consistent and you just get better.
25:40
You know, there's, there's no academy awards in any of these videos.
25:43
I mean, of course, you know, not waiting any of that, but just stay in front of the, be natural.
25:49
So just be yourself.
25:50
You know, that's, that's what it's about.
25:53
I mean, don't try to be something or somebody that you're not in the videos.
25:57
And then you get, you get to be like that way.
26:00
You get to be authentic.
26:01
You get to, to get to know a side of you that they may not, they may not have understood the, the people that are watching.
26:07
So.
26:08
It's like.
26:09
Yeah.
26:10
So somebody I follow, respect a lot in the industry, Chelsea Pights, she's with Fidelity Financial Title.
26:16
And she posted, she was on the podcast episode 99 for those of you that were looking, but.
26:21
She mentioned something today on LinkedIn is that many times people are posting, especially in real estate, right?
26:26
They think the brand is the house, right?
26:29
The property of this or that or the company.
26:31
And you just piloted a point where, no, the brand is you.
26:34
And you use the word like people get to know you and like you.
26:37
That's the key in the business we're in is people have to know you like, you know, cliche, right?
26:41
Know you like you trust you, but it's true.
26:43
That's why it's a cliche.
26:45
And you do a great job is why I'm highlighting a hangout and video for a minute is you do a great job of becoming.
26:50
Of building that.
26:51
No, like in trust because you've got, you know, info, right?
26:55
Like information people need to know, buying versus renting, but then you actually let your personality shine through.
27:00
Whether it's the pie giveaway, whether it's the Halloween thing you're doing looks like you with a wolf mask on.
27:05
I'm assuming.
27:06
Um, that was just being goofy.
27:08
Yeah, we're just, you gotta be goofy sometimes.
27:10
Yeah.
27:11
And then you got this one that makes me curious, which is a creeper at an open house.
27:16
That looks awesome.
27:17
So, you know, what we did was we took the theme of October.
27:21
I believe it's realtor safety awareness month.
27:24
And, you know, you read the horror stories about agents, you know, being at an open house without being aware of surroundings and.
27:31
Something bad happens, you know, you know, the female agent that got that cornered by some creep, you know, so.
27:37
I mean, God forbid, you know, you don't read of too many murders or anything else, but it's happened and.
27:46
You know, safety awareness, we've kind of stayed with that theme and just kind of highlighted some different on that creeper video.
27:53
We just kind of highlighted some different things that an agent could get, you know, get back into a corner, literally and figuratively by somebody just.
28:02
You know, outstocking, you know, some of these, some of these agents have their have their dolled up versions of themselves all over the place and.
28:11
You know, they announced that they're having an open house, it's public information, you know, they could be by themselves.
28:17
So we just, we just stress that because you don't ever want to, you don't ever want to see a headline where there's.
28:22
Something that someone just wasn't paying attention and God forbid, you know, they're unthinkable happens, so you know, again, that's adding value, not necessarily given them.
28:32
Financing tips, but just be aware of your surroundings awareness, have a body.
28:37
Yeah, it's adding tremendous value and if I'm looking at these.
28:40
This is for the month, right September's realtor safety awareness month, is that correct?
28:44
Yeah, yeah, yeah, yeah, yeah, it's no September.
28:47
So I'm looking, you have one, two, three videos at quick glance and you have one, two, three, you got over 3000 views across those three different videos.
29:00
So clearly that's right.
29:02
Yeah, they're hit because it is on agent's mind because it does happen and you said thank God it doesn't happen like, you know, every day.
29:09
But hey, once a year, it happens and that's enough, you know, and it actually happens more than that, but.
29:15
And for those listening, you know, by the way, you feel, oh my God, I miss that or whatever or how am I going to do.
29:19
You can team up with somebody, bring in a subject matter expert, you know, who loves to do this cops or self defense experts and people like that would love to be on video with you sharing tips for the realtors.
29:28
That's great, that's great.
29:30
I mean, we did, we did some self defense classes, not this past year, the year before, and we did a podcast leading up to it and we had, you know, probably had 15 or 20 agents come for, for self.
29:44
Self defense class is real tips that help them.
29:47
How appreciative are the agents after that class?
29:50
Oh, I love it. I mean, I think some of them you join self defense.
29:53
I mean, just think about this for a second, Jeff, you know, when some of these agents going to a house, I mean, they're on their phones, you know, they're in the kitchen.
30:01
I mean, you know, just the things that you see in an open house, just how agents behave, you know, they're not paying attention.
30:08
They take everything for granted and, you know, the big set of fake knives out right on the camera that, you know, why not put those away?
30:15
It's stuff that you just wouldn't even think of. I mean, just, you know, leading first into a room. I mean, you know, when the show is behind, I mean, there's just little things that you just see on a consistent basis, that's just, they're oblivious.
30:30
Yeah, and by the way, not to be, you know, kind of on the morbid side for a moment, but just this, I think it was about a week ago where realtor was, unfortunately.
30:38
You know, killed inside a listing was a male realtor, interestingly enough, but.
30:44
Oh, wow.
30:45
Yeah, but for those listening, that is, don't wait for realtor awareness month in September. That is a topic that you could do every quarter and you could do the quarterly.
30:53
You know, self defense classes.
30:56
Yeah, I mean, take that, you could take that to another level and say listen, hey, we're available on the weekends for open houses.
31:03
Not only can we, we help you with your, your sign in sheet and help you promote and market the property, but what we're there to have your back as well.
31:13
I mean, not a bad, not a bad angle to take or approach to take.
31:17
Right on, right on, love it. Okay, cool. So back to the classes, you teaching these pretty much solo other than, you know, you got sponsors and stuff, but you pretty much run them yourself.
31:28
Yes, that's correct. Okay. And what is your post class follow-up process look like?
31:34
So we always tell them we'll send them the slides and then we always ask them, you know, when we send them the slides, then we engage them a little bit and ask them if there's.
31:43
You know, anything we can do, we put them on our, then we add them to our bomb bomb video.
31:49
You know, the Saturday mornings, so they like that now that now that now we just constantly drip on them.
31:56
How many, how many realtors are in that bomb bomb video list?
32:01
I think I think about 350, 250.
32:05
And is it once a week they get that message? Is that it? Yeah.
32:09
Okay, not over the top, not beating them over the head. No, once a week. It's video, which is unique and different.
32:15
Have you experimented with any other types of video like texting video or anything like that?
32:19
Yeah, we're trying to do it. We're trying to work with agent legend. I need to, I need to really follow up on that and the video, the video texting.
32:29
Well, that's work of progress.
32:32
Yeah, I mean, it depends on your application of that, but I'm sure as you know, you know, I mean, there's individual one off video text.
32:37
We just send somebody a video instead of a text message as a text.
32:42
And then there's the, the ability to do that from bomb on as well, download the app and stuff on your phone.
32:47
But I get a agent legend full blown CRM. Is that your CRM or? No, we use, we have our motivators, CRM in house.
32:56
Yeah, yeah. Okay. All right. So, let me see here. So if I go back here and recap correctly. So the of the 266 units, we said it was past, it was realtors and past clients.
33:06
Do you have a rough attribution for what percentage of that is actual realtors? Then we'll get into past clients.
33:12
Probably 40%, 50% 40. All right. So you've just mixed math is easier.
33:19
50%. So, so 30 million or so, 30 million change comes from realtors. Sure.
33:24
Yeah. All right. Well, are you actively going after, you know, new when I say new, you know, are you prospecting agents all the time?
33:33
Yeah. We're, we're in front of them. That's, that's kind of how we prospect the, how I prospect the agents is by being in front of classes and the other ideas you just talked about.
33:42
Classes dripping on, you know, go to a ton of the border realtors events.
33:48
And, you know, it's an, it amazed me when I talked about it. Allows and these LOs that are trying to get to get to another level. Maybe it's a 10 million dollar producer trying to get 20 or 20 million dollars producer trying to get to 30.
34:00
And it's, they're not involved in their border realtors. And the second they get involved in their border realtors and they start showing up, you know, their numbers just skyrocket.
34:10
You know, huge, huge percentage increase increases just doing some internal coaching with a few few few of the loan officers in fairway.
34:19
Just by doing those two things by doing actually getting involved in their border realtors for the whole year.
34:24
I had one for offshore increases production 30% another one offshore about 25%.
34:31
Maybe that was one of the biggest things that that changed for them.
34:34
Just getting active in the border realtors and attending the affiliate related functions and all that.
34:38
Everything. Yeah.
34:41
Come on, Bill. It's got to be harder than that. Yeah. We got a cold call.
34:47
No cold call.
34:50
You don't call call, do you?
34:52
I don't call call, but I'll call, I'll call 10 agents a day or I'll get in touch with 10 agents a day that are on on my list.
34:59
And that's just a discipline, you know, I've implemented since, since August. So Jeff, we're talking numbers in.
35:06
This, the 60 million, the 60 million plus, you know, I've, I've kind of, I've been around that number 60 between 1670 million.
35:16
For seven or eight years, but this year I think was my hottest year in the business ever, because we didn't, I mean, I know.
35:25
Absolutely, we didn't have inventory. Central mass really didn't have any inventory and 25% or 28% of the business last year was revised.
35:35
And this year, I think I was under 10. So I, we still were able to replace some of the business with new purchase business that we didn't have.
35:48
Raising right rate environment, rising rate environment. And so although I didn't hit the goals that I set for myself, you know, it wasn't.
35:58
There was some things that we added where we can set ourselves up for 2019 to increase business.
36:06
All right. Do you want to share any of those things you added?
36:09
I want the one single thing we did this year that I didn't do consistently before is make those agent calls, the 10 agent calls.
36:17
And let's say call, it could be a text, it could be an email, it could be a phone call, but I don't count, I don't count the 10 a day unless they, unless they engaged or were interactive.
36:32
Of course, the correspondence has to be reciprocal. So we'll, you know, I may call, I may call agents on both sides of a transaction, you know, just pass clients that, you know, past agents that we've done business with haven't heard from in a while.
36:45
Follow up on two months ago, all the people are in that class.
36:50
You know, just, hey, how are you doing? How are things? How do you, we able to use those slides in your listing presentation?
36:56
You know, there's always a reason to call an agent and, and if you really want to get them engaged, we find that just knowing something about them.
37:04
You know, hey, I just read that read an article that you were, you were number one, this past quarter on your team. Congratulations. How do you do it?
37:14
You know, hey, I'm reaching out. I just wanted to see how you, how you able to do such great business with the inventory this year.
37:21
Just wanted to get the opinion of all the top, the top producers in the area.
37:28
And when you say, when you, when you start talking to them about, hey, I want to reach out to you as one of the top producers. This is what others are saying.
37:36
Kind of, there's a little jealousy. What's everyone else saying? I need to respond because, you know, you start to, you start to, you know, work that angle that they think that other, if they don't respond, they're missing something.
37:49
You know, so, so we get, that's how we get them to respond if they typically wouldn't otherwise get them talking about themselves.
37:57
All right. So you said something that I think is important for people listening, you know, you make it a point of contact. Did you say it was a 10 agents per day? Yeah. Okay.
38:06
And so, and then you clarified like what really makes what qualifies as a quote call. That could be a text. It could be, but the point is you wanted to have engagement from them. So that means some level of response. Right.
38:17
How, how do you decide who gets on your daily outbound list? How do you kind of manage that to keep that, that flow of 10 a day on your calendar?
38:28
So, so Monday, Monday would be pretty easy. Just following up with, with all the pre-approvals from the previous week.
38:35
That, that agents that, that you sent to agents or sent to the clients or the agents, they say, hey, I was working, I was working the, um, the Smith file and just wanted to see how they made, made out at that open house.
38:48
And if you guys were able to put it in offer and just get them engaged in that way, it's sort of like a Monday, Monday calls would be easy.
38:55
Tuesday calls, you know, will, will maybe take some past, past agents that, that would work with. And a lot of times they're, they're calling in any way.
39:03
You know, they're, they're calling in, you know, the situational deal.
39:08
A couple of weeks ago, we picked up a couple of deals right after Thanksgiving, just because the options weren't around or they weren't, there was a communication breakdowns in a lot of areas and.
39:20
And finding that during the holiday season.
39:24
Yeah, I love that. I mean, I get that, but think that I want to make sure everybody's getting is that you are very conscious and intentional about making sure you have some type of a connection touchpoint with 10 agents per day.
39:37
The thing I want to highlight about that is, I know law officers are listening going, well, how the hell am I going to do that.
39:42
And, and the point that you're making, I want to make sure people get is, look, like you said, there's 100 reasons to contact an agent.
39:49
But like, how many agents have you touched base to have you come in contact with in the past three months, six months, year, whatever that you haven't spoken to or reached out to that fall off the radar.
39:58
And you, I don't know if you do this, but this would be my vision out of it is, maybe you're mapping out your week and going, okay, who's my 10 agents.
40:06
I don't know if you actually get that granular about it.
40:09
You know what I mean?
40:10
Yeah, sometimes it comes, I mean, and I also, I always have my Excel spreadsheet open from the list of agents on the better in the border realtors in my, in my county.
40:21
So there's 1500 agents, and I'll just, sometimes I'll go through the list and just say, hey, I haven't talked to this agent in a long time and just reach out.
40:31
Email texture or phone call and just say, how you been? What's going on? Having something a while?
40:37
How do you see the market?
40:38
Yeah, do you ever do, I mean, when do you decide to go for the, hey, you want to grab a coffee or whatever?
40:43
I don't do that a lot because I try to get in front of them.
40:48
I try, I do that with the agents that really, really would be intrigued to work with.
40:54
Okay.
40:55
So it's maybe once a week, I'll do a coffee or lunch with an agent.
41:01
But it's not, I used to do the, do the two a day every day.
41:07
And I just, I felt like it was so taxing and time consuming that there's going to be another way.
41:15
And that was to cast them that wide, you know, casting that wide is going to the event.
41:20
And then you're at an event, we get an, we get an installation of directors event.
41:26
This Wednesday, there's going to be 400 agents there.
41:28
I'm going to, I'm going to have my 10 conversations easily.
41:30
I'm going to go, go around the room and pick, pick my favorite agents that I want to talk to you.
41:35
You know, the, the classes, you know, the follow up, the, the follow up there are, you know, in the classes.
41:43
So I'm curious, I'm curious to like with the follow up to the classes.
41:46
You know, you've got those 20 or so agents coming through your classes.
41:49
Some you already work with, some you don't.
41:51
It's probably a moving parade.
41:54
When you, how do you identify, what is your criteria for identifying an agent you do want to pursue?
41:59
You know, their numbers are just knowing who's doing, you know, who's doing what in the area, who they're working with.
42:07
You know, if there's a competitor that they're working with, you know, I just, I, you know, they will talk dunking stuff, you know, with the high trust selling and you get, when you get up close and personal.
42:20
You know, you know, what are they doing right for you? They're going to tell you what they're doing right.
42:24
But when they say, what are they not doing right?
42:26
Or what, what could they be doing better?
42:28
And then they, then they kind of, they'll kind of give it to you when you present it that way.
42:34
And then you can, you can say, oh, they don't send you weekly emails, they don't send you weekly status updates, they don't communicate that way.
42:40
Well, we have a, we have a milestone.
42:41
Your next deal you get, if you want to give us a try, we'll certainly, we'll certainly show you how that works and provide the high level service for you and clients.
42:49
Interesting.
42:51
Do you ever fire agents?
42:55
No, I read direct.
42:57
I read direct.
42:59
I read direct.
43:01
I mean, you know, the, the, the, the ones that really want to suck your time or, you know, you know, if you talk to him on the phone, they're going to keep you up for 20 minutes.
43:09
So you try, I try to, I'll try to text or email those, hey, got your message.
43:15
Just, just, you know, really busy. I just want to give you a quick update and here you go.
43:20
Or, you know, slide dial them.
43:22
If, if you have to.
43:25
And that's, you know, it'll go right through their voice mail and leave a message.
43:29
By the way, you use frequently, slide dial, slide broadcast.
43:33
Slide out only at the, if I didn't get all my 10 calls in and it's just the end of the night and I want to go home, I'll find out a bunch of people.
43:41
And, uh, and leave that message.
43:44
Right, right, right.
43:45
Okay, cool.
43:46
Awesome. Wow, man.
43:47
I like it.
43:48
I just, I just, I don't fire.
43:50
I just defer delegate.
43:53
You can coach, you can coach.
43:54
I mean, hey, there's some rookie, there's some rookie agent.
43:56
You just got to coach up.
43:57
There's, there's some bad agents that want to keep sending you business.
44:00
They want to work with you and you get to tell them how it is.
44:02
You get to set the boundaries.
44:03
Yeah.
44:04
Um, the parameters and try to try to coach them up.
44:07
And if, and, you know, the one thing that I will not tolerate.
44:10
So I, I may have to, I may have to go back on this, Jeff, um, is agents.
44:14
I have an agent yelling at my staff.
44:16
And, and he, he got the threat.
44:20
You know, I, you ever call my, my office and you know, my team again, you know,
44:24
we will never work together.
44:25
And it was on his own mom.
44:27
And, and I also said that we will, we will, we will send you back to the bank.
44:32
You came from, um, to get the deals on.
44:35
Yeah.
44:36
Yeah.
44:37
So that's the one thing we will tolerate.
44:39
Wow. That's, that's good.
44:40
You got to draw the line, man.
44:41
You know, some people, like you said, they can be coached.
44:43
And if they can't, then it's all about the right fit.
44:45
You know, um, the synergy relationship.
44:47
All right.
44:48
And so wrapping it up for sake of time.
44:50
Um, first of all, I want to further acknowledge you for all the good work you're doing as well in the local community.
44:55
You know, not only the great stuff you're doing with the agents, but I know you're active in various, um, organizations.
45:01
I mean, you've, you've got a ton of like, we don't have enough time to even go and know your accolades and awards.
45:05
Right. The young distinguished alumnus award, uh, affiliate of the year.
45:09
But plus you're doing a lot of great stuff with like make a wish foundation and Dana Farber organization.
45:14
So, you know, hats off to you for giving back, you know, you got to give back.
45:20
I mean, that's another way.
45:21
And that's just an indirect way where, you know, you reap the benefits in business without really even trying.
45:28
I mean, you, you got to, you got to give your time.
45:30
You got to give, you know, give your service to whatever you're passionate about.
45:35
And it comes back to you.
45:37
I mean, again, that's not, that's not the reason why we give back.
45:41
You know, you, you gain the benefit there.
45:44
Uh, where people are going to know like and trust you by just seeing your community involvement.
45:49
And again, don't start getting involved in community, uh, or philanthropic work to get business because that's the wrong way to do it.
45:56
Find your passion, find what you care about and give back and then the business will follow later.
46:02
Hey, man, that's one of the benefits of doing well as you can help others, you know, and contribute.
46:07
All right.
46:08
So we got like a minute or two left.
46:10
What do you, as you're planning out for 2019, anything you're doing differently, adding, taking away from your business plan?
46:17
Just more focus on, you know, more focus on the prospecting, making sure I'm hitting all the events.
46:24
You know, we're, we're setting appointments to, you know, we're setting up our schedule.
46:29
We're setting up our schedule for 2019 for our lunch and learns.
46:33
Um, our follow up is going to be more thorough with our agents that attend that are 10.
46:37
We're going to kind of strategic plan that out a little better.
46:40
Um, with our follow up on agents, you know, our follow up with our, uh, with, with people that we've done business with on both transactions is going to be a little bit more strategic.
46:53
And, and then lastly, uh, where we're going to focus on is the reviews.
46:58
We're getting more and more and, and this is the way it's going.
47:01
Word and mouth is kind of, it's kind of dying out there a little bit, uh, where it's, it's reviews online.
47:08
I mean, the first place, the first place people try to find things is online now.
47:12
And then, you know, maybe a colleague or a worker that may refer, refer the loan officer, um, because they had a great experience.
47:20
But then they're going to, but, but then that, that home buyer is going to go verify it or confirm it on your reviews.
47:27
Right.
47:28
So make sure, you know, make sure, making sure you get reviews on the low and Google and Yelp and, you know, Facebook and social survey, whatever, whatever you need to do, just ask your clients for the reviews.
47:42
Right.
47:43
Um, at the high points, especially, and, you know, that will, that will help your, that will help your internet traffic.
47:50
Right on. That's the new currency of trust today is online reviews.
47:53
I can see on your Facebook page, you know, you've got for a 4.8 rating, which is awesome.
47:58
Um, so that's awesome and double down on the reviews.
48:01
Well, look, man, I know you're busy. You, you got a team to run loans to do and, you know, plus we're getting towards the end of the year.
48:06
So I think it's probably a little bit more crunch time.
48:09
So, um, how, if people want to connect with you, what do you recommend website, Facebook, email, what do you want to give out?
48:15
Yeah, you can, they can email me more happy to talk to anybody, especially if they want to get involved in a class is just how we, how we run our classes are, I'd show me.
48:23
Sure, that it's a W Murphy hat spare way and see like mortgage corporation, W Murphy at fairway mc.com.
48:34
I'll put a link in the show notes as well as to everything else to Facebook page.
48:38
So people can look at those awesome videos that you're doing too. So, uh, hey, Bill, thanks so much for being here, man. I appreciate it.
48:44
Thanks. Thanks for having me.
48:46
Yeah, and listeners, as always, we appreciate you. If you like this episode, hey, let us know share a little love on the inner web.
48:51
Just leave us a little speaking reviews.
48:53
Leave us a review on the podcast. We'd love to hear your comments and help us reach more people.
48:57
Until the next one, thank you.
48:59
Thanks for listening to mortgage marketing radio. One more truth in mortgage marketing.
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