Latest / Mortgage Marketing Radio / Ep #73: How This Top 1% Loan Officer Gets 36% of His 203 Closed Loans from Social Media

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Ep #73: How This Top 1% Loan Officer Gets 36% of His 203 Closed Loans from Social Media · Mortgage Marketing Radio

0:00
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.
0:11
With so many mortgage loan originators vying for the attention of real estate agents, it
0:15
can be difficult to stand out and establish meaningful connections.
0:20
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
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in funded loans from agent referrals and how you can too.
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Don't miss out.
0:57
Go check it out right now, visit LOKestudy.com and download your free copy today.
1:17
Welcome to Mortgage Marketing Radio.
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And brought to you by the Mortgage Marketing Institute, your number one source for truth
1:24
in mortgage marketing.
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Hey, listen, Jeff, it's him for welcome.
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Once again, to this week's episode of Mortgage Marketing Radio, thanks for tuning in.
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How are you?
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How you doing?
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I'm listening to this.
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I don't know.
1:45
We're probably, by the time you listen to this, I'm recording this on April 28, 2018.
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So by the time you get this, we're going to be in May.
1:54
So we're officially getting into the second half of the year here.
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How you doing?
2:00
Are you on track?
2:01
Are you where you'd like to be?
2:03
If not, hopefully we're bringing value to you, bringing you ideas, motivation, direction,
2:10
guidance and accountability to help you be the best you can be.
2:14
Because that's really the idea behind this podcast, truth in mortgage marketing, bringing
2:19
you what really works in today's market.
2:20
If you want to build a long-term, sustainable, professional mortgage practice, that's what
2:26
we're all about.
2:27
If you're looking to just be a transaction jockey, not build true sustainability and wealth
2:34
and reliability and consistency in your business, no, maybe business in the place for you.
2:40
Not assuming it is and you're at the right place, let's talk.
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If you like the episode, if you like the podcast, I'd love to know.
2:49
Reach out to me anytime you know you can.
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How do you do it?
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The email me, info at mortgagemarketing.com.
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Let us know how you like the podcast, the difference is made in your business, and just
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for taking a couple of minutes to let us know, you appreciate the podcast, we appreciate
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you.
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So again, email me, info at mortgagemarketinginstitute.com, shirt size address, and the fact that you're
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left here with you and where you did, and we'll get you some swag.
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Just be patient because these things are all ordered on the man, they take a little bit
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of time to get back, and there is a small investment for him on our part, to actually of course
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order these t-shirts, mail them to you, but again, hopefully it can't conveys to you how
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much we want to build a relationship with our audience.
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You are the reason why we do this, it's a labor of love, you could say, so with that said,
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well let's talk about this week's special guest.
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Once again, I am so thrilled that the willingness to share and the giving heart and the giving
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spirit of most of the top producers that I have the privilege to associate with in this
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industry.
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This week, my special guest falls right into that category, somebody who's, yes, a top
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producer, a top 1% consistently ranked in the mortgage industry, his stats, what did
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he do?
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Two hundred and three families he helped in 2017.
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I think you'll love about this episode is, there's a lot of talk and you're probably
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thinking this as well as you're driving in two lanes in the mortgage business for
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generating business probably, right?
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You got the one lane which is the go-to lane, which is the real estate agent, and that's
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like a core foundation, right, that we've got to have that in place, but then the other
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lane that we're hopefully getting in and riding in is consumer direct, right?
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And what is that deal with?
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Well that deals with building your brand online, right?
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The presence on social media, what type of content are you producing and sharing, video
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content, written content, articles, blogs, etc., content that people can consume, content
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that positions you as a relevant thought leader, somebody who's knowledgeable, and that helps
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to build trust during that cycle in which people are going to be potentially shopping for
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a lender, looking for information online, buying in today's market and so forth.
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How are you doing in that category?
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So today's guest, Dan Keller, just a rock star, you may have heard of him if you're
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in a circle of groups that he and I swim in, such as mortgage coach, for example, he's
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definitely a high strong advocate of the mortgage coach software if you haven't heard about
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that.
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Get with my friend Dave Savage on Facebook, mortgage coach, reach out, we got to use
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a mortgage coach if you want to develop it in today's market.
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But what we unpack with Dan in this conversation is how his business has grown and how he's
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actually intentionally got, you know, put more effort into that lane of consumer direct.
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So what does Dan do different?
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First of all, Dan's just frigging content genius.
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If you go to his website, mortgageguidedan.com, it's got to be one of the best mortgage
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websites I think I've ever seen when it comes to a personal brand mortgage website where
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you are the brand, right, where you're on there.
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It's not just about your company and your company logo, right, but it's about the content,
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the rumbling content, and the user experience, because let's face it, folks, even if you
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get a referral today, before that referral calls you, what's the first thing they're going
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to do?
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Yeah, they're going to Google you.
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They're going to go to your website.
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They're going to check you out.
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They're going to see, what do they find?
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What's the brand perception of you online in your local market?
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And if you're looking for a good example of what's just a rocket kick-ass professional
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brand, Dan Gellers, the man, man, I got to tell you, I'm just so thrilled that
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I'm impressed with what he's doing with video.
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He's doing lunch and learned.
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He's got branding around his open house, or I mean, his first time buyer, classes, just
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an amazing, amazing use case, a case study, and personal branding.
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So we're going to unpack, right, how Dan Leverge's Facebook adds to Target the top 500
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Mill estate agents in his local area, how he builds his brand using Facebook to do that.
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So when he does call those Targeted agents, it's no longer a cold comb, it's a warm
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comb.
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So we're going to talk about how Dan does pop-box and how to make pop-boxed your mill estate
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agents not cheese, right, how to show up and look professional, how Dan Leverge's social
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media to target home buyers.
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What is the process that Dan takes people through, using video, right, to help educate
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and move people along in the buying process?
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So there's much less of this selling, hey, what's your rate, and there's more just, well,
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Dan, obviously, it's the man that he knows his stuff, I trust him, Dan, just tell me
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what's next.
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You know, in the real estate space, that's what we call cum-list means, where if you've
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built a big enough strong enough brand, that's, you know, built your credibility and your
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trust through content, what you get are these phone calls, there's a rose data called cum-list
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means.
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And in this case, in the lending space, it's like, hey, right, finance me.
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You're my man.
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I've seen what you do.
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It's awesome.
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What are your online reviews look like?
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What is your presence online, loan officer listening right now?
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If you need help in that area, dive into this episode, take notes, check out the resources
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we put in the show notes, notes in the show notes, the links, and more coffee.
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And I guarantee you, this is a crash course in how to build a personal brand, how to leverage
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online with offline, combine the tier for a rocket business like Dan has done, in 2017,
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I believe it was 36 or 37% of his business came from social media, his blog, and you'll
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hear Dan unpacked out, and that was at zero cost to him.
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Think about that.
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36% of 200 units, pretty significant.
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So check it out, hope you enjoyed this week's episode.
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Get ready for a crash course in personal branding and social media.
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Let's get into this week's show.
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Hey, Dan, welcome to the show.
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Hey, buddy, thanks for having me.
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It's an honor.
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No, man, it's an honor to have you, because I've been watching you stocking you from afar,
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and I believe we can all learn from each other in this industry.
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And there's so many things I see that you do well, so I'm just thrilled for my audience
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to have you here too.
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In the short time, we got kind of teal back some of the things Dan does to a generate business.
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So that's what we're going to unpack today.
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You ready?
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Awesome.
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Awesome.
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Well, I'll give you my bath.
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Awesome.
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Okay, so real quick, as I told you before, we hit record, right?
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There's a formal interview.
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I do you people kind of heard that, but people always like to get the personal take on who's
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Dan Keller, what's y'all about, you know, tell us a little bit about that.
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Yeah, yeah.
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So, obviously, my name's Dan Keller.
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I'm up here, Morgan Zone Officer up here in the Seattle Marketplace, and I got in the
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mortgage industry at the end of 2008, so just a really time time to be fun times.
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The great thing about I think, you know, it's my story is, you know, I got in and I didn't
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know, I didn't know how much money a loan originator could actually make to, I had no idea
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how much money loan originators were making prior to the meltdown, which was, I guess, a
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lot.
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And then how easy they had it or how good they had it.
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What I know is government, you know, overlays, government loans, and that's what I learned
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right away in 2008.
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I learned the USDA loan, the VA loan, the FHA loan, and I'll tell you what, if I ever got
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a conventional loan, it was just, it was a dream come true.
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So, you know, meaning if I had borrowers that had, like, good credit scores and money
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down.
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You know, I learned the hard way how to put together a really good loan application.
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And I also learned more work ethic, you know, I didn't lack, I didn't lack work ethic.
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I came from, I had a really good career as a professional strength and conditioning
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coach and college professor.
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So, you know, I was up every morning grinding, working with athletes off the clock, helping
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them, perfect their skills.
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You know, when I did have the opportunity to leave that career and jump into lending,
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the big, for me, the idea was after I closed my first transaction, or actually, I interned
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or mentored with someone and I saw how loans were structured and how you were paid.
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A lightbulb went off in my head that that number is super scalable and when he showed
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me the breakdown of the first transaction, I closed and the total commission on it was
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$6,000 and he paid me less than 50% on that.
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It motivated me to go, well, what, I wonder if I did five of these a month and I wonder
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what would, well, my financial, my financial situation would look like if I did 10 of these
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a month.
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And so, yeah, I just, I started grinding right away, I went out and took my skillset that
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I had as a professor and as a strength and conditioning coach and that was to teach
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and make people's lives around me better.
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And I did that and I started doing that with real estate agent and no training.
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My mentor, it's not like the guy that I was working under with at the time, he actually
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owned a mortgage company so I wasn't working under him, what he would do is he would send
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me the files that didn't necessarily get approved and you know, pay work on these or
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this, how you do it and bottom line, I basically had to swim for myself.
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So, you know, I just, right away, I went out and just started to meet real estate agents
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and anyone who had listened to me talk about mortgages, you know, I preached and that was
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a, let's just fast forward, I guess the 2009, I started kind of better understanding that
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I could go in and get in front of a bunch of realtors and at the time real estate agents
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were depressed, they were looking at the glass, half empty and I think I was that fresh,
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I guess that fresh, you know, that fresh approach, that positive approach I came in and
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I was jacked up and excited and they were down and out and so I made a pretty good reputation
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in the area that every single week I was going to host a lunch and learn, it was going
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to be centered around, you know, motivating them and inspiring them and showing them how
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to go out and get more deals and that was through just advice and that was through content
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and we did that through open houses and home buyer classes.
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So, I started that, no, nine and I'm going to be honest with you fast forward, let's
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say nine years later, 2018, I do the same thing, I still do a lunch and learn, I still
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do home buyer classes and in fact I've just scaled that, I've gotten really good at
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that and then leveraging social media and leveraging the internet, you know, we fill
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up and I still call realtors, I still meet realtors, I still do everything I did and
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back then but I do it at a higher level now.
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So I'm curious, you were a professor of strength and conditioning coach, what's the line,
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you know, the pivot towards being a mortgage loan officer, how did you get there?
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Yeah, yeah, you know, I split the couple of home back in no 405 and then just with the,
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I guess the realization that I purchased my first home, which was condominium right
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after 9-11 and it was that 2001 and you know, that, I bought that home for that condo
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for 89 grand and it went up to 180, you know, three, four years later and I sold that and
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met my wife and we were able to buy our first home so I think real estate all, we kind
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of intrigued me.
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I knew I didn't really want to be a real estate agent but the fact that I was making more
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money on the side if you will in real estate intrigued me and the financial planning part
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of that, what to do with that money and how to make more of it because I came from nothing,
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my mom and I grew up very poor, you know, so the idea that I could have 30, 40 grand
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in my bank account was, I considered myself rich, so, so, you know, I got a piece of that
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and it just, you know, I was recruiting as a college, as a strength and conditioning
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coach, the head coaches for the baseball teams would bring me on recruiting trips and, you
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know, because I was able to show people and I was able to, you know, get people from,
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you know, A to B rather quickly and, you know, I would go into parents' houses and convince
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mom and dad to give me their most prized possession for one or two years and I think the big,
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the big all-hot for me was in 2006, I landed two big, big division one athlete and I was
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coaching at a community college at the time and I landed two huge division one athlete,
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convinced mom and dad and the athlete to give me one year in the way at room and both of
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those kids and got the buy-in from the parent, both of those kids did and I took them from,
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you know, 30 round drafts, this is the second round drafts, they're signing for a million
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dollars, my light bulb went off in my head that I'm in sale, I'm selling these parents
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and these kids on a better life and I wasn't getting paid for it and so when I had, you
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know, when I was kind of approached the idea of doing home loans and home loans being
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you're just selling people on them using you for a mortgage, I was like, I can't do this,
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this is nothing, you know, home, I mean, they got to go somewhere for a mortgage, why not
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eat?
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Yeah, this is fake and then when I found out you could make three grand commission on a
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mortgage, I was like, well, shoot, I'm just going to do 10 of those a month and I'm going
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to be rich.
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That's what I was thinking and so, yeah, that's really how I pivoted, it wasn't a tough pit
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and in fact, it was an easier pivot than anyone listening to this could ever imagine.
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It was, you know, I went for making $50,000, $60,000 a year to 100, my first year to, you
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know, $179, my second to, by 2012 I was breaking, I was making over 350 grand a year
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to a month, so, you know, it just, it was, it was fairly simple for me, man, it work
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is work and it's just what you get paid for putting in the work, that was really the only
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difference.
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Yeah, so there's a couple of things in there.
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I think one is, I think why you're successful today and also in, you know, convincing those
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parents to let go of their most prized possession, their child, it's because I think you have
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what is the DNA of all high performing mortgage originators specifically, but I think, you
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know, just quote salespeople in general and probably people and that is, you know, you're
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coming from the right place, right?
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I think, you know, to quote Dave Ramsey, the heart of the teacher instead of a heart of
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salesperson, yes, you're in sales, but you don't need with a transaction.
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Exactly.
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Exactly.
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And the only difference, the real big difference is it's actually scaled down, you know,
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instead of dealing with a parent's most prized possession, I'm dealing with a family's,
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most prized financial asset and that's one, they're real estate, but two, being a mortgage
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load officer is incredible.
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I mean, I'm looking, when I teach, when I teach home art classes, I kind of use a plenty
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of analogies that listen, I, you're going to bear all with me financially.
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I'm going to see you financially naked.
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I'm going to see your asset.
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You know, and just much like a doctor, I'm going to, I can give you that check up.
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And most doctors, when you go see a doctor, you know, if you got a, if you got a broken,
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you know, femur, he's not going to fix it.
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He's going to refer you to his arm and leg doctor, his bone doctor, right?
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You know, or a physician or specialist.
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And so, and I tell my clients that when I meet with them, listen, I'm going to see every
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aspect of your finances.
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And I think it'd be a disservice to me if I saw something, if I see you, Mr. Smith,
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and you've got two little kids and a beautiful wife, and you have no life insurance, you
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know, or you're under insured or, you know, you're not, you've got $34,000 in your savings,
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but you're not taking advantage of an employee matched for a 1K program.
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And so, you know, this is where I have the opportunity to refer them on.
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I'm looking at them and I can refer them to a financial planner.
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I can refer them to a CTA or an estate attorney and so an insurance professional.
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So, it's, I take it, I take it, the same approach I took as a strengthening conditioning
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coach.
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I have just literally transitioned in the mortgage industry and fairly easy, fairly
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simple transition for me.
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Yeah.
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Do you find that process of, you know, getting financially naked, so to speak with clients
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and, you know, noticing that they're lacking in life insurance and bringing that up, was
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that a natural thing for you?
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Did you have to train yourself to do that?
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You know, yeah, so right away in 2008, 2009, I was put in a ton of hours.
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I was so pumped up to learn this industry and to create a better life financially for
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my family, that, you know, when everyone else would leave the office every single day,
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they had to stick around.
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And there was a couple of guys, including the owner of the mortgage company and his branch
21:17
manager, who did very little production, talked a big game, we're not people by any means
21:23
that I would look up to today at all, they left their office doors open.
21:30
And, you know, so I, you know, I'd peek my head in and they had bookcases full of books
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and, you know, one guy in particular, it was a collector of books, he would buy the
21:40
cool book and go to the conferences and buy all the CD programs that just never implement
21:46
them.
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And so slowly, slowly, you know, week by week, day by day, I'd sneak in there and I'd
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grab a CD and, you know, right away, there was a couple of big conferences where, you know,
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you've heard of the dinosaurs in our industry, the Todd Duncan, the Jim McMan, the Barry
22:05
of Bebes, the Sue Woodards, and just the name of you, Ky McBride, and, you know, you know,
22:12
these guys speak at these conferences, well, then, you know, I got wind of the loan toolbox
22:18
and just, I would just listen, I was just a sponge man.
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And, you know, a lot of this, that was, this was content that was being produced, you
22:28
know, you know, six of seven and oh eight.
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And I kept, you know, Jim McMan and these guys, you talk about height, you know, and
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high trust selling and all that stuff and I was like, wow, like this is, this is speaking
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my language because I never looked at a kid or an athlete and saw dollar signs or what
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it was, what was in it for me, I looked at them is, you know, hey, you've got some talent
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I could see though, that if we did this, this, and this, you'd be an all-American.
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Or, man, if you just put in the work and we can, let's say you were never an all-American
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or pro athlete, but you put in the work, what that would do to you mentally and what kind
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of man that would create, you know, five years from now when you're out in the workplace.
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And so, here these guys talk about a better way of selling.
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I learned early on that your mortgage is simply one part of the wheel, one part of the
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financial wheel in one's financial life, you know, there's so many other aspects of it.
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So, I incorporated that in right away, I've literally separated myself from the pack right
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away as a young, young loan officer from what banks and credit unions and everyone else
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was doing back then.
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And I still, that today, I still, I literally have the same mortgage planning packet that
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I used, you know, in 2009 that I used today.
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Wow.
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You know, there's so many lessons in there, you know, when you used that phrase put in
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the work, it made me think of just the other day, a friend of mine posted a screen shot
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of, all right, I'm going way back, maybe dating myself.
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Remember the karate kid movie, the original one?
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Oh yeah.
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And the crane, the crane move, the crane kick, right?
24:10
Yeah.
24:11
And the busted ankle.
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So, he posted this thing on Facebook.
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I just thought it was so spot on with what you just said, he said, nobody wants to paint
24:18
the fence, wax the car, scrub the floor, all right?
24:21
There's a reason working on this game before the victory in the movie.
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And I like, when you said that, that came up for me, put in the work.
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And you were a guy who was willing to put in the work of, you know, understanding, this
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is more than just, you know, getting on the phone and quoting rates, it's much bigger.
24:41
Which obviously, it's your success.
24:42
Yeah.
24:43
Yeah.
24:44
So, you take the focus off of that.
24:46
And even in today's market, where I guess we can transition into, you know, today's
24:51
loan officer in today's market, where, you know, we've got the quickens, we've got the
24:55
online lenders and we've got our local banks and credit unions that, and margins are getting
25:00
tight enough.
25:01
You know, the focus needs to be on value, the focus needs to be off of rate and fees,
25:07
which I believe that's important, but maybe in the, in the market industry, it's tight
25:13
anyways.
25:14
And the difference between the best rate out there and the worst rate out there is
25:17
in top by much.
25:18
And so, what I tend to do with my clients, I want to explain that to them up front, but
25:22
I want to take the focus off of that onto, okay, one, in the Seattle market, you've got
25:27
to have a strategy.
25:28
And using Bank of America as your mortgage lending team is not the best strategy.
25:34
And don't take that advice from me, listing agents will tell you that.
25:39
And your agents, whatever agent you use will tell you that.
25:41
So, let's talk about strategy.
25:43
And then let's talk about some other things that are important.
25:46
Again, I take the focus now off of the mortgage free approval and I put it on budgeting.
25:52
And I put it on your short term and your long term financial goal.
25:55
You have an insurance agent that's going to be able to give you some advice on the
26:00
coverage that you're going to need to ensure you're, your house and your family.
26:03
You have a financial planner, you know, have you ever considered a life insurance, and
26:09
if you do, how much do you have, is it enough?
26:12
You know, so we start talking about things like that and they leave this meeting, this
26:15
mortgage planning meeting, with a pretty good idea of their financial situation, what
26:23
they need to do, you know, how well equipped they are right now, and as well as their
26:29
options for going out and competing in the marketplace.
26:32
And so I think it's just really important when you're looking at, today I do a lot of
26:37
coaching.
26:38
I'm also a branch manager, so I've got 13 load officers right now and I coach every
26:43
single one of them.
26:44
And, you know, I'm trying to coach each one of them on understanding that a mortgage
26:51
is just one piece of puzzle.
26:52
It's a big piece and we have an opportunity to not just help a customer or a client, we
27:01
have an opportunity to be factored and woven into to someone's financial life forever.
27:07
And it's that, and it's big, I get people coming back to me today from a year ago, two
27:12
years ago, five years ago, and thanking me for introducing them to the financial planner
27:19
or an insurance agent, you know, or, you know, an estate attorney.
27:23
And so I think I teach more of that to my LLOs today and then same thing, values, just
27:29
give, give a ton of values, got to show the value and then working with us versus the
27:34
call center rep.
27:35
Absolutely, I think that's the word of the year value for 2018, it's only going to continue
27:40
as well.
27:41
All right, so let's, let's change directions a little bit because I think that's awesome
27:45
to play the foundation, you know, strategic mindset, if you will, we know we're coming
27:49
from, you know, you're about, right, trading up value, value, driven experience.
27:55
Let's start on pack how you're growing and building your business.
27:58
There's, as you know, when we talk before I said there's two lanes, I see you doing
28:02
very well in, that people could model one is the consumer direct, the other is the
28:06
realtor piece, let's take the consumer direct, I think for now because, you know, the
28:12
realtor piece will always be there and I think you should, you talked about the fundamentals
28:16
of that when you first, when we first started, right, which was like you're doing the classes
28:19
on much of learns and, you know, you're, you're out in the bow, building, building relationships,
28:23
but we know the hot topic is, hey man, how do I pull away from the realtors and not be
28:26
so dependent upon that?
28:28
Yeah, you, it looks like you've done a pretty good job of that.
28:31
You shared some stats with me the other day of the percentage of business you're now
28:36
pulling closed loans off of social media, you, I have a handy, but do you want to reference
28:40
those?
28:41
Yeah, it's about 30%.
28:44
So I'm, I'm coach and, you know, full disclosure, I've been in the, the core for about three
28:49
years and, and, you know, we have to part of being in coach, I don't care what coaching
28:54
company or what coach you're working for, if you're not tracking your numbers, you should
28:58
fire your coach.
28:59
And so one of the things that they make me do is really track my numbers.
29:03
Well, last year when, or, I'll, let me backtrack two years ago when I was applying for level
29:12
three coaching at the core, they had to audit where my numbers came from the previous year.
29:18
So in 2016, I, we had to go back through and track every funded loan and where it came
29:22
from.
29:23
And, um, something that, that came out of that was super surprising, it's time 27% was
29:30
like 26 and some change came from my, my blog and social media.
29:35
And, and I knew that the core in general is not, they want you to pound real estate agents,
29:41
pound real estate agents, pound real estate agents, that's it, really.
29:44
And builders, if you can.
29:47
And, um, they're not real big on social media and they weren't real big on the internet.
29:51
And the funny thing is 27% of my business came from my blog and social media and I paid
29:58
zero dollars for that.
30:01
And so, um, my growth commissions that year, um, W2 earnings in 2016 was little under 600
30:11
K.
30:12
V take 30% of that, which is round up, one third of that, you do the math, the couple hundred
30:17
thousand dollars I made and I paid nothing for that.
30:21
Now of those, of that business, um, a lot of them came to me without a real estate agent.
30:29
So then what am I able to do?
30:30
I'm able to refer out a realtor.
30:33
So, you know, it's, it's scaled a little bit higher in 2017, but I'm about 33%, 30 to 33%
30:41
of my business comes from my blog and social media, uh, just this year, uh, there was some,
30:48
some survey or some questions asked in a Facebook group that I'm in, um, the other day
30:53
and it was how much, how much volume or how many transactions you were referred out to
30:58
real estate agents this year.
31:00
And this year, what is it, April 26, 2018, $7.3 million, I referred out to real estate agents
31:09
this year, $7.3 million in referral.
31:14
I think it's credible.
31:15
I mean, you know, just this last week, I sent 1.6 million to an agent of mine.
31:21
It was a listing plus purchase.
31:24
And so it's, that's, that's the value of being consumer direct.
31:29
That's the value of creating content.
31:31
Is it work?
31:32
Yes.
31:33
It sucks writing a blog post.
31:35
It sucks paying money and learning how to make better Facebook posts or Facebook ads.
31:42
I call it a cocky writing, um, you know, I heard a guy by the name Robert Stover last
31:47
year and met him through Dave Savage and it was how to make better videos, how to make
31:52
a better, how to create a breakthrough message.
31:55
And this guy has been an advisor to screenwriters in Hollywood and, you know, yeah, it sucks
32:00
having to learn all that and, you know, spend time doing that.
32:04
But it pays off.
32:05
Yeah.
32:06
No, creating a blog post, it gets, there's nothing better and I've been in the car with
32:10
the wife before my phone's right.
32:12
And I picked it up and it's on speaker phone and this person, this happens all the time.
32:16
Hey, I'm on your blog right now.
32:18
Actually, I'm on your YouTube channel, watching a video on, you know, FHA financing or
32:24
USDA financing.
32:25
Do you have a moment real quick that I'm done selling it that I have nothing to sell
32:30
that person?
32:31
Right.
32:32
They're already, they're already halfway down the funnel.
32:34
They're, you know, the next step is to send a link or to set up a mortgage planning
32:40
meeting.
32:41
And we're, and then we just feel the deal.
32:43
And so for in itself, it's, it's basically free.
32:46
And now with Facebook, I was going to ask you, are you driving your consumer directs
32:52
for face to face mortgage consultations?
32:55
I am.
32:56
You know, I, I am.
32:57
And nowadays with, with the ability to get better at running Facebook ads, I am, I'm
33:03
running.
33:04
And again, it's just calling 10.
33:05
Big believer in giving, just give a ton of value, give a ton of content and be authentic.
33:12
I think there's the consumers today, there's so many ads out there, everywhere they look
33:16
to getting paid.
33:17
So there's an ad or there's an opt in, you know, you can click on three pictures on a
33:21
real estate website.
33:22
And the next thing, you know, you got to opt in, I just give, I give the information.
33:27
And at the end of my hook, my call to action is, hey, I want to be a mortgage advisor.
33:34
You know, if you want more information like this, personalize your current situation,
33:38
I want you to reach out to me and I want a schedule of mortgage planning meeting or schedule
33:43
of call.
33:44
Just go from there.
33:45
And that's working for me.
33:46
I think being authentic up here in Seattle, a lot of millennials in the market and they're
33:51
smart.
33:52
You know, these, a lot of my clients are 26 to 28, they're, you know, making 8, 9, 10
33:58
grand a month at Amazon or tech company.
34:00
Right.
34:01
They have access to all that information.
34:03
So just giving it to them or giving them an approach they haven't seen or an angle they
34:08
haven't seen before or some value they haven't been able to find before is big and they're
34:13
trust and then go from there.
34:15
But Facebook ads have helped lately.
34:17
It's certainly helping with traffic.
34:19
It certainly helps the big strategy for my home buyer classes.
34:24
I'm using Facebook ads to run to real estate agents to get in front of real estate agents
34:29
so that when I do call call them, it's not a call call or when I am in their office,
34:33
they're like, I know that guy.
34:35
Yeah, let's unpack that a little bit because I know listeners are listening, you know,
34:39
they're like salivating.
34:40
Okay, okay.
34:41
I get it.
34:42
How does he do that?
34:43
So first, I want to talk about the blog and I'll put a link in the show notes, but it's
34:47
my mortgage guy, Dan dot com, right?
34:50
Correct.
34:51
Okay.
34:52
So on the blog, first of all, it's designed really well, man.
34:55
So awesome job there.
34:56
You've got various calls to action on there.
34:58
Plus, you've got content.
34:59
You've got this series called making sense of the markets, CDNTS, one way.
35:04
And so obviously it's ongoing video series, curious how you structure, how you actually
35:12
schedule your filming of that.
35:14
And you have like a content calendar or you like do it all on one day for the month?
35:18
How's that?
35:19
Yeah.
35:20
Good question.
35:21
And I get to test a lot.
35:22
So obviously, it's a home bar class prior to the presidential election in 2016.
35:28
It was in September and every single, every single attendee was freaking out there.
35:35
They is now a good time to buy, I mean, with presidential election and this and that
35:40
and, you know, Trump and Hillary and, you know, blah, blah, blah.
35:43
So confused, confused people.
35:47
So what I did following that class is I sent down some information on what the market
35:55
had done in each of the last, I don't know, five or six elections, you know, and they're
36:03
like, well, this one's going to be different because, and I said, no, it's not, it's not
36:06
going to be different.
36:07
Okay.
36:08
And so I sent them that information and kind of a light bulb went off in my head like
36:13
these people are confused right now, these young, you know, millennials, I don't care who
36:18
they are, any homeowners, home buyers, these are confusing times.
36:22
And this is an opportunity for me to kind of take advantage of this and take a neutral
36:27
stance.
36:28
I never, you know, support, you know, the laughter or the right.
36:32
I take it, you know, as it relates to the mortgage industry or the real estate industry
36:35
up here in Seattle, what does what's going on in the market?
36:41
What is it going to do to impact their current situation or future buying decisions?
36:45
And so I was thinking about this.
36:47
The next class was in November, right around the election time, and same thing, we had
36:53
about 30 attendees super confused, the number one question that everyone had was centered
36:59
around what happens if Trump gets elected, what's going to happen to the economy and the
37:02
real estate markets and mortgage markets, and then what happens, same thing if Hillary
37:06
elected, and I made a point in November of 2016 to start a weekly column called Making
37:13
Sense of the Market, and it's just literally making sense of what the heck's going on.
37:19
And I've done it ever since then every single week, I am a couple of weeks behind uploading
37:25
here on the blogs that have been out of town, but I do a video every single week.
37:29
I do it right here from my office.
37:31
I do it from my iPhone, I plug in a little lapel mic, and I do very, very little edits,
37:38
and I try to keep them under three minutes.
37:41
But I can tell you that I've converted the E as a result of this.
37:45
I send this out to my pre-approved database, I send this out to my prospect database, I
37:51
send it out to my active clients and close client database, I send out to my realtors every
37:56
single week, and then I put it on social media, and some of them I'll run Facebook at
38:00
YouTube.
38:01
It's been the biggest difference needle mover in my business over the last year, just
38:08
this weekly video show, if you will, making sense of the market.
38:12
So at the end of the day, it's content, if you're listening to this, we have information
38:17
that the public needs and wants to get it out there, and it's huge, and it's exactly what
38:25
you're doing with these shows, you're getting good content out in the marketplace.
38:29
I follow guys like Gary Vaynerchuk, and Tim Ferris, and you get any of these superstars
38:36
whether they are entrepreneurs or business people, and speakers, what they're doing, they're
38:43
all doing the same thing, and they're just creating valuable content, and they're adding
38:47
value to their industries.
38:48
And it's our job to do that, and if you do it, it will pay off, it's not going to pay
38:52
off right away, it's not like I got people right away call me, but nowadays, if I miss
38:58
a week, and I have missed a week, I end up getting milk and tactical, hey, you okay?
39:04
You know, I think this is your video this weekend, I think it's your, and I use bomb bomb
39:08
to send it out, and handing it to email, it might still on the list, you know, so no, man,
39:16
there's tons of value in that.
39:18
There is, and thank you for saying you said you use bomb bomb to send out the video emails,
39:21
and of course you're then uploading that same video to YouTube, is that what you do?
39:26
Yeah, I am, so the time, it takes me to shoot the video is about three to five minutes.
39:32
I normally spend a couple of minutes editing it, but I do drop in a little bumper, and
39:36
if I need to drop a picture in, I use just, I'm, I use my Mac, I use iMovie, I drop an
39:41
image in, and then I create the video, and at the same time, I'll upload it to YouTube,
39:47
I'll upload it to Facebook separately, so I don't go from YouTube and upload a Facebook,
39:51
I actually upload the video to Facebook, and then I do the same thing for bomb bombs.
39:56
Do you shoot the videos?
39:58
No, not right now, I'm not.
40:00
I've done it a couple of times on Facebook, but not right now, you know, I just met with
40:05
a video artist for last week to help kind of take over some of this, and I'm sure we'll
40:10
end up doing that with him.
40:11
No, it's fantastic, I mean, what you've proven is to not overcomplicate it, so many people
40:15
get in their head, and you know, I don't like how I look on video, whatever, which by
40:19
the way, that's the best advice on that is, hey, that's how you look, yeah.
40:24
So just get it done, like you said, you know, how many, put it this way, every loan officer
40:29
listening right now, you probably, if I give you three days to come back to me and
40:34
you add, and tell me the top 20 questions you get in your career, well, there's 20 videos
40:39
right there, don't have to be any harder than that, just take that, that, that question,
40:45
20 of them, and do a one to three minute video answering the question, which leads me
40:48
to the point that you have another thing on your blog, which I love, which is the what
40:52
to expect next, mortgage concierge with Dan Keller, and this is how many videos, four,
40:58
yeah.
40:59
Yeah, yeah, series of four videos, you know, and where you're finding that is my home
41:06
buyer concierge page, so if I have a really structured system in my office, if you are
41:12
a real student, you're going to refer someone over to me, I'm going to make an initial
41:15
phone call, and then I'm going to fault that phone call with a video, or excuse me with
41:19
an email.
41:20
And in that email, there is going to be a link to this page, and it's literally, it's
41:25
my mortgageguide Dan.com forward slash apply, and that's my concierge page, and it has
41:31
an initial video that explains my two step process for getting approved for a home loan,
41:36
and that's just me going, you know what?
41:38
I'm so excited you're watching this video, because it means you're getting ready to get
41:42
free approved for a home loan, and you couldn't be in a better place.
41:47
I'm going to take a minute real quick to explain what we're going to need you to do next
41:51
in the process, but then down below this video, what big part of my business is making sure
41:57
that my clients never, ever are in a position where they don't know what to expect next.
42:04
So I created a four part video series of what to expect next, now that you've been
42:08
free approved.
42:09
What to expect next?
42:10
Now that your offer has been accepted.
42:11
What to expect next?
42:13
Now that blah, blah, blah, blah.
42:15
So not only is it all right there, during the phases of the process, the mortgage process,
42:22
my assistant will say, hey, great congratulations on mutual acceptance.
42:27
Quick reminder Dan has an important message to you, take two to three minutes and watch
42:31
this video, and by the way, we need this, this, this, this, or hey, you're going to get
42:36
another email tomorrow with your initial loan disclosures in it.
42:41
And so anyhow, it's again, it's just more content, it's more Dan in front of them.
42:47
And what it's done is it's reduced the amount of phone calls into my office.
42:52
It's reduced a lot of the headaches with my team, having to deal with people doing
42:57
the wrong thing versus just, this is a follow our instructions.
43:01
Well, and people love a path to what, you know, and it's all about the customer experience
43:05
like we talked about before, that's got to be our differential point.
43:08
And this is, this is value people want to know.
43:11
And it's like, you know, you mentioned Gary Vaynerchuk and I think of his quote, which
43:15
is, you know, today, whether it's filling the blank real estate mortgage, you're no longer
43:18
a real estate agent or a mortgage broker, you're on a brand and a media company and you're
43:23
back in.
43:24
He's real estate and mortgage.
43:26
Yeah.
43:27
And this is how people engage today.
43:28
They want to consume content to your point about your millennials, your Amazoners, right?
43:31
There's, like you said, they'll contact you when they're ready.
43:34
But until then, they're like trolling the internet, looking at content, making notes, who's
43:39
saving this page, hey, this guy, Dan, he's got awesome, let's save his page, honey.
43:43
So when we're ready, right?
43:44
We're going to be like, hey, remember that Dan guy, yeah, he just popped up on our Facebook
43:47
feed again, huh?
43:49
Yeah.
43:50
Yeah.
43:51
And it's everything that they need to know right now.
43:54
There's clarity, there's transparency, depending on the horror stories they've heard
43:59
from their friends or their co-workers or mom and dad who lost their house in 2007.
44:04
You know, it's everything's here.
44:07
And, you know, you just mentioned, you know, we are, if you're not branding who you are
44:12
and what you do, you're crazy right now.
44:15
You know, this is, again, this is how I've been able to go from, you know, working at
44:20
a company as a loan officer to now getting a position as a branch manager over the last
44:25
year because of my brand.
44:27
Right.
44:28
Yeah, it's my brand.
44:29
It's not, it's like that I helped 200 families a year.
44:32
It's this brand, the first class, I'm a leader, I'm a leader in the mortgage industry.
44:36
I lead home buyers, I lead real estate professionals, and now I lead loan officers.
44:43
And that's my brand.
44:44
My brand is, I teach, I teach when I lead, I teach when I lead, yeah, and consumers
44:50
see that.
44:51
I think they see that the one, nothing makes me happier than when a tech employee, a tech
44:57
client behind this dude, I love your website, dude, I love your videos.
45:03
Man, I use, I use mortgage a lot with the software, you know, percent loan options, dude,
45:09
I love the software.
45:11
You know, we met with three other lenders or two other lenders and they gave us a paper
45:16
with, or an L.E. and you gave us a worksheet with four options side by side.
45:21
Oh, in a video that explains it.
45:24
In a video, exactly, that mobile, that's mobile friendly, you know, my website, mobile friendly.
45:31
And so that's big.
45:32
If you're listening, and, and I, you know, I hope everyone listening has a, as a website
45:37
either from your company or on your own, that's mobile friendly, babe, you know, that's
45:41
where most of them works being done today is on a smartphone.
45:43
Yeah, and by the way, yeah, shout out to mortgage coach, our friend Dave Savage, if there's
45:48
listeners who don't know what mortgage coach is or aren't using it, number one, check out
45:52
mortgagecoach.com.
45:53
I had Dave on, actually, I think last year, we talked about how you leverage mortgage
45:57
coach to be a modern mortgage originator and that's created some incredible differentiation
46:01
for you, your clients and your four partners for sure.
46:04
I'm sure you would say mortgage coach helps you win deals.
46:07
Big, big, you know, mortgage coach has, has a big part of my business.
46:12
Here's the thing.
46:13
If you're listening as a loan officer, Dave Savage recently, and this is totally unscripted
46:18
plug, recently created a private Facebook group.
46:24
And if you want to be added that just hit me up and I'll have them add you or I can,
46:29
I can recommend you be added incredible content.
46:32
Any interviews twice a week, top producers all over the country and it's just, it's
46:38
just the great environment to be in.
46:40
But the mortgage coach software, if you're a loan officer and you're not using that and
46:46
you're doing this all on your own, literally I can create a loan, you know, if they call
46:50
the total cost analysis, but I can create a loan worksheet in less than five minutes that
46:56
is super professional and very, very, very informative.
47:01
And I'm all about, you know, where I'm at in my career is, I want, I want to want to
47:06
keep things simple and I want to automate as much as I can.
47:11
And you know, it's, I've got two, three assistants, but I've got two of them that work on the
47:17
front end with me to just really enhance that client experience.
47:21
And a lot of what we do, their, their templates, their email templates, everything is literally
47:27
copy paste sent.
47:29
And it's automated and efficient.
47:32
Right on.
47:33
And by the way, I'll check with Dave and if he's okay, I can put a link in the show
47:36
and I'll just do his group for those that are listening.
47:40
Yeah.
47:41
Yeah.
47:42
All right.
47:43
Cool.
47:44
Good stuff there.
47:45
Let's, let's touch briefly on how you're leveraging Facebook, you know, because everybody
47:48
wants to know, man, how do I just push a button and get leads?
47:52
Yeah.
47:53
Yeah.
47:55
You know, it's, I see a lot of, I'm connected to a lot of loan wraps and, and
47:59
realtors on Facebook and I, you know, there's a lot of things.
48:03
There's so much to learn about it and how to do it right, how to do it wrong.
48:06
Most of the people are doing it wrong.
48:08
Someone told them they need to be on social media.
48:10
And so, they're just jumping on and they're, and they're just, I guess they're just
48:14
the, they're throwing money, they're throwing, just money is problem versus throwing money
48:19
at making yourself great at running ads or at copyright.
48:25
And so what, what I've done is, like I said, I've spent money on learning how to write
48:30
a better ad, learning how to write, period, learning how to make a better video, a video
48:35
that sticks.
48:37
And so I think the biggest mistake I see loan wraps making right now is they're running
48:40
ads, they're spending money on a message that is not real relevant and they don't have
48:45
a strategy.
48:46
And so there's branding strategies, there's certainly branding strategies and then there's
48:51
conversion strategies.
48:53
And you know, the one thing that I think I've got dialed in fairly good, which I'll open
48:57
to it always being better and I have a coach right now helping me on this, but I'm getting
49:02
people to sign up for our home bar classes, you know, and we're getting over 60% of our
49:08
signups are coming from our Facebook ad campaign, which is big and we're averaging about
49:13
25 to 30 people of class.
49:15
And though, is that the class, it varies on the title, right?
49:19
It's either beer or brunch and buy a, yeah, we've got, we've got beers and homebuying.com
49:25
and then we've got brunch and homebuying.com.
49:27
So we've got a brunch and homebuying class this Sunday morning in Seattle, we've got
49:32
28 people already RSVPed for that.
49:34
Wow.
49:35
Is it the same realtors all the time team members, or do you rotate that?
49:38
Yep.
49:39
It's a sign.
49:40
On beers and homebuying and brunch and homebuying is the same realtor partnered with him
49:43
in 2013 and we've been doing it since.
49:46
I do two other ones.
49:47
I do one for VA and I do another one in a town a little bit further north to Seattle and
49:54
that's a, I call it home buyer, our home buyer, our monthly home buyer Q&A class.
50:00
And same thing, instead of pub, it's a really great seating in a banquet room and same thing
50:06
run ads, send out mailers, just pound the pavement and we just teach it's an informal teaching
50:15
environment where people can ask questions.
50:17
Obviously we have a, you know, having a agenda, but I start off each one of these and I
50:23
think it's as huge if you're a load off certain, you're doing homebuying classes.
50:28
Before I start teaching, I say hey real quickly before we get going, I'm going to open the,
50:34
open the floor up.
50:35
But as you guys drove here tonight, as you registered for this class, what's, what's one thing when
50:41
you leave tonight, you want to walk out of here with, what's one, what's one fear, one concern
50:46
or one item you want to leave with, because I want to make sure I see you guys as expectations.
50:52
So if it's not on the agenda, I want to hear it.
50:54
And right there at the very beginning, we always get five, six, seven people or more,
51:00
you know, to say, hey, you know, are we heading toward a bubble?
51:05
Are we, you know, what are, what's going on with the race, they're ham and alleys.
51:08
And so what I've done is I've created, you know, again, if you're looking for content,
51:14
you know, look no further, ask, just ask your people when you meet with someone, when
51:19
you sit down and take a pre-approval, hey, what are two or three things you really want
51:23
to get out of this meeting?
51:24
What are two or three things that you're, you're really worried about or concerned about
51:27
in today's market and right about them, you know, the bubble is a big one.
51:31
Everyone's talking about, we're heading toward a bubble.
51:33
So I went out, produced content in a video on the difference between 2006 and 2018,
51:42
side by side, compared to each one of them, and it's crazy, you know, when I send that
51:47
out to people, how they instantly look at that and they're like, wow, you're right,
51:52
we're not heading toward another bubble.
51:55
I think that may motivate them to get active in the market.
51:57
Absolutely.
51:58
Yeah.
51:59
First is me just winging it.
52:01
First is the average loan off.
52:02
You're just winging it.
52:03
No, no, no, no, you know, Amazon's on fire and no, no, no, no, the economy, Trump's just
52:07
killing it and the economy, you know, what, you know, rates are going up, that doesn't
52:11
do anything.
52:12
Yeah.
52:13
That doesn't help.
52:14
Yeah.
52:15
Yeah.
52:16
Yeah.
52:17
I mean, get that all the time.
52:18
You know, why are rates going up?
52:19
Mm-hmm.
52:20
You know, what's going on with rates?
52:21
Right.
52:22
You know, so being able to explain that the Fed, you know, we've given so much money in
52:29
purchasing into our into our economy and they're the Fed slowly pulling out of supporting
52:34
the economy plus who's got an approved economy.
52:37
You've got a couple different factors.
52:39
So by being able to like sketch that out for your clients, you're able to take conversation
52:44
a little bit deeper with trust.
52:46
Yeah.
52:47
You know, that when the rate conversation comes up, hey, why, you know, Bank of America
52:50
needs four, six, two, five and you're four, seven, five block.
52:54
You know, you're able to have that conversation around now, okay, well, Bank of America needs
52:59
60 days to close your loan, I need 14, well, Bank of America fully underwrite you upfront.
53:05
You know, if we were able to have those conversations, there's trust centered around that versus
53:09
just it all being about the rate.
53:11
Right.
53:12
Love it.
53:13
All right.
53:14
Listen, I know you're busy for the last few minutes we have, I want to get a couple
53:17
and nuggets on the things you've alluded to, which you're using Facebook and running ads
53:21
to fill your homebuyer classes.
53:24
Partly, I'm sure you're also doing other things.
53:27
But you, you share something with me the other day that I thought was awesome.
53:29
You're actually doing some targeted Facebook advertising to real estate agents that are using
53:34
Facebook.
53:35
And this ties into your overall branding strategy, I believe, like with the video and the
53:39
content you're doing, you're, you're, are you running ads so your content shows up on
53:43
specific realtors, pages?
53:45
Correct.
53:46
Yeah.
53:47
So realtors, it's all about branding.
53:49
There's no conversion message unless I'm hosting a lunch and learn and it just literally,
53:55
hey, I'm going to be in your area, I'm hosting a lunch and learn on the best marketing practices
54:01
using video or how to use video marketing in your business.
54:05
I'm going to have my video hours for present, you know, blah, blah, blah.
54:08
So that's once a month, it also in that most of the time it's just weekly.
54:13
So one, I've created a list of 400 realtors in the area that I want to know me, and I
54:20
did not, not to interrupt you, but when you say you've created a list, does that mean you've
54:23
pulled production data on them and then you've uploaded that list and like created a look
54:28
alike or we've, correct, absolutely, the full production on them.
54:33
And then I, and Facebook ads and I put together a list with their name, email, and yeah,
54:40
it's actually phone number, just for those, correct, yeah.
54:45
And then the, the, the, the weekly ads, they're all I'm doing is just sharing the way,
54:51
the weekly making sense to the market.
54:53
And you know, a lot of the times it's just sort of cool how this happened.
54:57
So I'll be sitting around and the next thing I know I get a notification that Mr. Smith
55:01
Realtor with remax, just like to my page, you know, or is now following, you know, my
55:08
business page.
55:09
And so it's working and it works.
55:11
And so, you know, then what I'll do is down the road, I'll go back to my, my sheet and
55:18
I'll make a note next to them, so it's just like the page.
55:22
And then every single Wednesday I call it well Wednesday, every single Wednesday, I personally
55:27
call 20 wells in the marketplace and a well is, is someone that's closing more than
55:32
in, in the Seattle area, somebody that's closing more than 30 transactions a year is considered
55:37
well.
55:38
And I call, I call, well, well, if I know that I'm cool calling a guy that recently liked
55:45
my page, no longer a cold call, they're going to know who I am, right?
55:49
So that's awesome.
55:50
By the way, do you say 30 transactions, is that total buy, side, and sell, side?
55:55
Yeah.
55:56
But when I'm scrubbing them, I'm really looking at buy, they're 30 listings that I'm
56:00
not going to consider them a well.
56:02
So if they're 15, 15, or 2010, I'll take that, I'll consider that as a well.
56:07
But yeah, I want to see buy side.
56:08
All right, so I don't get, I've never asked this question before if somebody like you,
56:12
is there a minimum buy side that you, you know, put in the bucket as a, as a target for
56:16
a realtor?
56:17
Yeah, you know, so from that list, from a production list, yeah.
56:21
But you know, I also have conversations with people all the time when I'm calling my
56:25
realtors or, or realtors in general, I love it when I get pulled, no, I'm like, no,
56:29
I'm good.
56:30
I got a lender.
56:31
Great.
56:32
Hey, there's someone in your office that I should be calling instead, because what I'm doing
56:35
is I'm able to help real estate agents increase their business through Facebook marketing and
56:40
do a video marketing.
56:41
So, but if you're not interested, actually, you're calling your office that I should be
56:45
calling.
56:46
Oh, I love you.
56:47
I tell you what.
56:48
Yeah.
56:49
And, you know, and then my agents that I know I have, you know, hey, is there a young new,
56:54
young new real estate agent in your office that I need to know that's going to be, you
56:58
know, the future star, you know, and then those are my favorite because those ones are
57:04
outhustling.
57:05
And that's where a couple of my really good agents today, that was the strategy that I
57:08
used two, three years ago, and right now they're closing 30 to 50 deals a year, and they
57:13
are.
57:14
They are great.
57:15
Yeah.
57:16
Well, one last nugget, if you can do it in like two minutes, I know you're a master, master
57:20
of pop buys.
57:21
So quick tips for the loan officers, you know, they understand the concept of pop buy,
57:26
haven't done it yet.
57:27
How do you do that and not be cheesy or intrusive?
57:30
Yeah.
57:31
Yeah.
57:32
So, pop buys, I try to not look like a vendor, you know, like insurance agents will pop
57:37
buy a tub of licorice with their sticker on top.
57:40
And so, what I'll do with pop buys is I, one, I try to keep them pretty consistent.
57:46
So, once a month, once a month, I will do pop buys, and it's getting to the point
57:51
now where, when I pull up to the real estate office, I'll send a text out to five or six
57:56
or seven of the agents to, hey, pop and buy in about five minutes, I've got some goodies
58:01
for you and a couple of my favorite killer, Wayne's people, they come down and see me.
58:06
And literally by the time I walk in the door, they're in the lobby, or they're out there.
58:11
And so, it just creates a little bit of attention.
58:14
And you gotta let them know that I'm interested in meeting some people today.
58:18
And that's really what I do.
58:20
Hey, I'm interested in, is there anyone else around here that I need to know today
58:24
that I can be introduced to?
58:25
And they're like, yeah, you know, we just brought on this new guy from Century 21, or, hey,
58:29
you know, yeah, three or four people just started this last week, let me go grab them.
58:33
You know, my wife owns a little bake shop, so what I'll do once a month is I'll bring
58:39
her goodies by and do a little co-marketing with my wife.
58:43
So, it's a double win for us.
58:45
So, I'm exposing her company and then obviously handing out some really good cookies and, you know,
58:51
treat.
58:52
But I'll do that.
58:53
I think the other thing with Popeyes is I try to stay away from the cheesy gift.
58:58
The core has a cheesy gift program.
59:02
I just try to keep it more real.
59:04
I want people to know who I am and what I do.
59:06
I love baseball.
59:07
So, you know, bunch of bags of peanuts, you know, some of our sees things like that.
59:12
You know, something separates me from, you know, the tub of licorice and, you know,
59:17
the other maybe cheesy types of stuff, but just consistency.
59:20
I learned that from Jeremy forciate.
59:22
He calls it a milk run.
59:24
Jeremy's actually my coach right now on the core.
59:26
Just being consistent.
59:27
If it's won't come on through every other week, just be consistent and then the follow-up.
59:32
Right.
59:33
That's the key.
59:34
Yeah.
59:35
And then, of course, if you've got some content, you know, videos and content going out,
59:38
and, you know, maybe Adam, to your list, or I don't know if you would ask for permission,
59:42
or you would just add them.
59:45
I always ask for permission before I add them to my e-mail drip, if it's a new agent or
59:49
a listing agent that we did a deal with, hey, listen, I do a weekly make and sense the
59:53
market, video segments, about two or three minutes, I have your permission to add you
59:58
to that.
59:59
I promise you it's never spammy, and it's information that you can share with your clients,
1:00:03
and it's information that you can use.
1:00:06
Yeah.
1:00:07
So I never get, I can't tell you the last time I had someone unsubscribe.
1:00:10
That sounds awesome.
1:00:11
Love it, man.
1:00:12
Dude, this has been a crash course, and, you know, how to be a modern mortgage originator,
1:00:18
electric social media.
1:00:19
But the last question I'd ask you though, even though, you know, you're doing the consumer
1:00:23
directing, it sounds like you also recognize the importance of, like we said, kind of those
1:00:28
two lanes.
1:00:29
You got the realtor lane, but you got the consumer directly.
1:00:31
You're not, like, letting go of the realtor thing, right, to go all the non-consumer
1:00:36
direct.
1:00:37
That would be not smart, right?
1:00:39
Nope.
1:00:40
You got to go after both.
1:00:41
You got to use both.
1:00:42
The four pegs of my business is realtor direct, excuse me, consumer direct, realtor,
1:00:49
database, and I like financial planners, those are the four big pillars of my business.
1:00:54
So I think you need to have a good three or four, but, you know, and I love the consumer
1:00:59
direct part of it.
1:01:00
And a lot of the times you can work for that business out, and a lot of the times you
1:01:04
end up being there, they're, they're, they're go to their advisor.
1:01:07
Right on.
1:01:08
Awesome.
1:01:09
Look, man, I know you're busy.
1:01:10
Thank you very much for carving out some time today.
1:01:12
I'm going to give you back your day, your Friday, hopefully you make out a fantastic rest
1:01:15
of the day and the weekend.
1:01:16
Appreciate you being here, Sharon, so much, man.
1:01:19
Oh, likewise, brother, who was honored to be here, okay?
1:01:23
Awesome.
1:01:24
And let's, as I said, there'll be links in the show notes for all the stuff Dan mentioned,
1:01:28
like mortgage care to some of the other things, links to his website so you can check him
1:01:31
out there.
1:01:32
Thanks again for tuning in.
1:01:33
If you like this episode, as always, shares in love, let us know on a review, iTunes,
1:01:37
the GERD, wherever you're at, and we'll see you on the next one, bye for now.
1:01:42
Thanks for listening to Mortgage Marketing Radio, one more truth in mortgage marketing,
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get more free training and resources at MortgageMarketingInstitute.com.
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