Latest / Mortgage Marketing Radio / Ep #87: How to Build an Audience and Grow Your Agent Referrals by Teaching Agent Classes

Transcript

Ep #87: How to Build an Audience and Grow Your Agent Referrals by Teaching Agent Classes · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  the real estate agents is essential for success.
• 0:06
  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.
• 0:31
  And in this case study, he shares his proven strategies for building strong relationships
• 0:34
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  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.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:17
  4-Kage Marketing Radio Brought to you by the Mortgage Marketing Institute,
• 1:22
  your number one source for truth in mortgage marketing.
• 1:25
  3-Listening Jeff Zimper, thanks for tuning in to this episode of Mortgage Marketing
• 1:37
  Radio.
• 1:38
  So glad you're here.
• 1:40
  Hey, got a question for you.
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  Are you looking to have better success with real estate agents or are looking to get
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  more agent referrals, grow your business, make more money?
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  Are you looking for a more effective, efficient, proven way to get in front of maximum agents
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  in minimum time?
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  If you're going to succeed in today's market, there's three things that I believe that
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  you need.
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  And those are our number one leads in referrals and let's face it, the number one source
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  for purchase loans is still real estate agents.
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  Agents are what I call oil wells.
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  They can become a solid base of a consistent, predictable, stable, referral-based mortgage
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  origination business.
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  If you go about it the right way, if you have the right mindset, if you're intelligent
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  about it, and if you apply the law of large numbers to your business.
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  And then secondly, in today's world, we need systems and processes, proven processes
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  because loan officers who wing it are dying breed.
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  Today, what's it about demonstrating visible value with proven systems, scripting, and
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  sales processes to deliver a five-star client and referral partner experience?
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  What is your visible value?
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  How good are you at articulating the conversation and have advice versus price conversations?
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  Converting prospects and leads to actual clients, building that trust, that rapport, taking
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  people off the street as they say in winning more deals, which ties into the third thing
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  you need to succeed in today's market is a personal brand.
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  Today, people are seeking incredible authority they can trust.
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  Referral partners and buyers, clients, they're looking for a credible authority they can
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  trust.
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  And if you want to capture consumer direct business, here's what you need.
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  You need to establish yourself with an online professional presence that's largely centered
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  around content, providing value, and educating your marketplace because in this new customer
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  journey, people are going to be engaging with you, usually quite a bit in advance before
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  they actually want to engage you for your services.
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  So, leasing referrals, systems, and processes, and a personal brand.
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  And if you're looking for a resource to do that, I want to tell you this episode today
• 3:48
  is brought to you by Mortgage Marketing Institute Pro membership.
• 3:53
  Everything you need to get maximum agent referrals, build your online brand, and capture consumer
• 3:57
  direct business.
• 3:58
  If you want to check out that, learn more, go over to mortgagedmarketing.pro.
• 4:04
  That's mortgagedmarketing.pro, go there, learn more about what that is all about.
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  And I'd love to have you in the membership, help you increase your sales, get more agent
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  business, and consumer direct referrals, dive in, check out everything that's included
• 4:17
  in there.
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  Now, it's relevant for today, and my special guest, Wade Vanderbohen, Wade, just become
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  a great friend and person over the years.
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  He was actually the very first guest I had on this podcast back in 2016.
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  So, I'm grateful to him for that, and it's an update.
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  We catch up to see what's going on, what's new and different in his business, and what
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  I find out from Wade is that he's done a great job building his own personal brand in
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  his local market of Washington, DC, Virginia area, and by the way, Wade is a title professional.
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  That's right.
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  He works for Stewart Title, and you can find links to his websites and YouTube channel
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  on the show notes that I'll put in there, but he's affectionately referred to as the
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  DC title guy, and has continued to grow his business every single year since we spoke
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  back in 2016, and he's really kind of doubled down on his YouTube strategy, so you can go
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  ahead and Google or YouTube search for Wade Vanderbohen, again, links in the show notes,
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  but he's done a great job in building an online presence, a brand, and he leverages his
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  education to deliver value and become essentially a coach for real estate agents, and a coach
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  in the areas of how he can help them grow their business, have a positive impact, and
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  have value so that he doesn't get stuck in the box of the commodity of, hey, a title
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  rep, what's your price, what makes you different stuff that we've all heard before, right?
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  So I asked Wade this question, you'll hear him answer the question about his number one
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  source of business.
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  He said teaching agent classes, and as I said, if you're looking for a great resource
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  done for you, turnkey, library, every single month of a new agent class, go check out
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  mortgagemarketing.pro, learn more over there.
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  So that said, let's get into this week's show with my very special guest, Wade Vanderbohen.
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  Hey, Wade, welcome to the show.
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  Hey, glad to be here, thanks for having me.
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  It's glad to be back.
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  It is.
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  Glad to be back.
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  Yeah.
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  Well, I have to give you a shout out, man.
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  I was just looking this up.
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  You were my very first guest on this podcast episode, and this is like incredible.
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  I'm looking at the date that this thing was posted January 21st, 2016, damn, I do
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  remember that.
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  Yeah.
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  I do remember that.
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  Yeah.
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  It's been a while.
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  You've had a lot happen.
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  Congratulations.
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  You, uh, since we did that podcast, you're a father.
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  How old is your daughter now?
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  She turned two at the end of May.
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  So yeah, she's up and running and a handful, I'm sure, but a good handful.
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  Yeah, just something else to manage in your life, right?
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  Yes.
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  Yes, of course.
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  A good thing.
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  All right.
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  So listen, let's get into it for the listeners.
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  Um, uh, I had you back because you and I obviously have stayed in touch.
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  And, uh, as those that are listening, you heard in the official intro, Wade is a known
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  as the DC title guy, right, uh, title rep extraordinaire out of what Washington, DC, Virginia
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  area.
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  Is that right?
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  Yeah.
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  Northern Virginia, Washington, D.T.
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  Yep.
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  Right.
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  And so, um, when I had you on the podcast originally, like back then in 2016, it's because
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  you were one of the few, uh, dare I call you affiliates, right?
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  Not a realtor, but an affiliate title.
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  That's grow, you know, all that jazz wonders.
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  Right.
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  Um, that was really doing a great job building a brand using video, social media, your
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  teachin' a lot of classes.
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  And geez, I got to assume that hasn't been workin' for you at all.
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  Hahaha.
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  It's been workin' really well.
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  Uh, it's, you know, I, I will get into this, but, you know, video and websites and learning
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  how to create effective content that the one would look for when they have a need
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  is, uh, the ultimate leveraging tool in your business.
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  That's for sure.
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  Yeah.
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  So I wanted to unpack a couple of things, um, you know, I jokingly say that hasn't been
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  workin' for you because I think two years ago, right, the loan officers in particular,
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  mostly my audience were scratching their head, going, well, you know, I don't know, this
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  like online thing, video, the thing, your brand, um, I still don't see a ton of adoption
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  with loan officers specifically using video to build their brand.
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  And then let's tie it into what you said to me a couple of weeks ago over Facebook
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  was the phrase buildin' audience.
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  So I want to ask you, why do you think it's relevant as, you know, a title, uh, professional
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  lender to build an audience today?
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  Well, I think, you know, you have to build an audience because you have to remain relevant,
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  right?
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  And so if you're a title rep, I mean, uh, any, any high producing lender or high producing
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  realtor, they get beat up all day by title people calling them and realtor's get beat
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  up by lenders calling them, want to take them to coffee and lunch and all this stuff.
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  And, you know, in those situations, to the realtor at that point, you're just a vanilla
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  person, right?
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  You're just another lender, another title person.
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  So if you learn how to develop an audience, well, an engaged audience, that, that means
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  they're coming back because you've now are posting or creating content or information
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  that makes them smarter because you're offering something that they, maybe they didn't know,
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  you're teaching them something, or you're constantly, you are, you are where their eyeballs
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  are looking.
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  So if they're, if they're on your website, if they're, you're getting them and driving
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  traffic to a YouTube video, I mean, these, these videos have the ability to, you know,
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  they last forever, unless you take them down.
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  So if you can get people to subscribe to your channel, come back and visit it because
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  you now you posted something really great and now they're waiting for the next great thing
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  that's coming, you know, just like if you subscribe to a magazine or you have a show
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  that's on every week, like Game of Thrones, right?
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  Oh my God, I can't wait to see what happens next week.
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  It's, it's very similar.
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  So if you can create an interested audience, it's what is the greatest way to differentiate
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  yourself.
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  And as a load officer or a title person, if you are going after a high producing
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  realtor and you want to earn their business, you got to show them that you have this value
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  problem.
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  So if you can push them or get them to the place where you've created all this great
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  content, it helps lower the barrier of resistance.
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  It helps them get to know you better before you ever even meet the person and they might
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  even start liking you right away.
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  So all of a sudden when you meet with them, it helps convert them over to a yes.
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  Hey, I'll give you a shot at my next buyer, I'll give you a next contract or whatever
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  that is.
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  So growing an audience and sustaining that audience is important because again, if it's
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  on a medium like a YouTube where videos live forever and there's, you know, they can
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  be, they can be searched and found.
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  And again, you're growing subscribers.
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  You could be on vacation.
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  You could be doing something with your family and you're always going to have people watching
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  your videos.
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  That's a great leveraging tool.
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  That's good stuff.
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  Thank you.
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  How has you now building this presence in brand online on YouTube, specifically, right?
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  It's kind of where you've gone all in.
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  If I'm looking at the stats, you have approximately 150 videos.
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  Is that right?
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  Roughly.
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  Yep.
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  Yep.
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  So you've been doing it for some time.
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  How has that changed?
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  By the way, for those listening, I'll put links to your Wade's YouTube channel on the
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  show notes, his website, all that stuff.
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  So you can see the great content he's got.
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  But how has that, you know, the presence you've got, the brand you've established, the
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  content strategy, how has that changed, either how you approach agents to get their business
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  or how they may have come to you?
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  Okay.
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  That's good.
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  So two things, how I approach agents is, you know, I always tell them that the reason why
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  I'm talking to them about these things is because I, I also do them and I know the results
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  that I've achieved from it.
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  So, you know, agents are always like, oh, how do I get more listings or how do I get more
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  buyers or how do I break into a farm or how do I do, well, you know, you have to be where
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  people are looking.
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  So, you know, for me, I kind of shoot videos about things that my clients ask me questions
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  about or just helpful marketing tips in general.
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  I don't, you get on my YouTube channel, most of my stuff is not about title insurance.
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  Some of it is, but a lot of it's not.
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  You know, it's about marketing things that my, my customers and my clients want to know
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  about, you know, Army strategies, online marketing strategies, how to index, how to get your
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  videos indexed in YouTube and in Google searches and things like that.
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  So since I have a platform of, hey, this is my experience, I actually do it.
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  It allows them to say, listen, I'm getting, I want to get interested in doing videos
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  or I want to get, or I want to have a YouTube channel.
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  I just don't have anyone to help me, but I see that you're doing it.
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  So can you come and help me?
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  So it allows me to get a lot of appointments very easily because I can say here for reference,
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  check out my channel, see what I'm doing, keep in mind that at one point in time, I only
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  had one video or I had two videos or my, my, my analytics was pretty crappy because I
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  was new and didn't know what I was doing either, but now I do know what I'm doing.
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  So I can help you do the same thing except I can, I can cut down your learning curve
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  big times.
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  So you know, what it does is it allows me to, when I'm outside prospecting, it allows
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  me to score a point of easy.
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  Secondly, it allows me to get a lot of inbound appointments.
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  So like I'll have lender clients that will talk to an agent and say, hey, you should meet
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  my title guy and by the way, you should check them out.
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  But if you go over here, you can see what he's about and they, they, they help push people
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  to my channel or I just get discovered by people searching in the search bar and then
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  I get a lot of inbound calls, emails, leads, things like that.
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  So it's twofold.
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  You have, it makes the ability to prospect outward easier, a lot easier.
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  And secondly, it allows you to get a lot of inbound stuff coming your way.
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  So you know, it's like anything in our business that lowers the barrier of resistance for someone
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  to say, I'll meet with you, I'll get, I'll go to lunch with you, I'll send you my next
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  buyer, I'll send you my next deal because I see value in what you're doing.
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  It makes things a lot easier when it becomes their idea versus you making them feel like
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  you made it, you made them do something they weren't sure of they were doing.
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  So then what's your primary source, you know, stream for you getting real estate agent appointments?
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  One classes.
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  So if you, you're on my website, DCTotterGuide.com, I have a real estate marketing classes tab.
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  One of them is actually specifically for loan officers, one of my classes is called,
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  how loan officers can effectively market their realtors because, you know, that, that,
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  that seems to be the issue with the realtors that are struggling is they don't have to,
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  to get the appointments or what to say in an appointment.
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  But, you know, teaching classes, I'll have brokers now, you know, they ask me to come
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  in and teach at the brokerage, real estate associations want me to come in and speak obviously
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  to their, to their agents and do various classes because the classes I have are some of
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  the offline marketing, some of it is online marketing, obviously social media based.
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  So I kind of cover, I try to cover all three things, not just, it's only online marketing
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  that's it.
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  And if you're not about that, then forget you, I have farming stuff and how to generate
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  listings and how to convert renters into buyers, things like that, but classes for sure.
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  And then secondly, for the title people, it's definitely calling and emailing non-directing
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  customers.
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  So let's say you send me a deal today, the transaction, well, there's a listing agent
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  on the other side of the deal, that's the non-directing customer.
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  They have a transaction with their audience.
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  I call those people when I can, I email them and I send them links on my website and
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  YouTube channel and our marketing services and let them know, I can help you do all this
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  stuff.
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  I can help you get more exposure for your business.
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  I can get more eyeballs to your website so that if more people know that you existed and
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  how valuable you were as a realtor, you'd have more clients.
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  And they say, yeah, I would, well, who's helping you from the title side from do that?
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  No, nobody.
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  Well, I will.
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  And then that's how I get, that's how I get appointments.
• 15:43
  Wow, that's really cool.
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  I mean, this sounds like a rhetorical question, but that's worked for you.
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  That's been successful.
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  It has.
• 15:51
  Yeah.
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  So when I met with you, I talked to you in 2016, 2016 was my best year ever, 2017 was
• 15:56
  better than 2016 and I'm about 15%, 20% ahead this year as I was last year.
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  Wow.
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  That's awesome, man.
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  But here's the caveat to that.
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  Here's the caveat to that.
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  Due to the content and the things that I've done online, the amount of hours I've put
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  into working, even though I still work a lot, is less than what it was when I was in
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  like 2014, 2015, really, really hustling, you know, to build, build, build, because now
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  that I've created this whole thing online, a lot of it is, it just, it's like perpetual
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  wheel.
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  So it makes things, it makes things go smoother, the systems are in place.
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  So always hustling, but it's a, it's a different type of hustle than what I was before.
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  Yeah.
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  It's like the metaphor I use is like, you know, getting the plane off the runway, you're
• 16:45
  going to burn a lot of fuel to get it off, but once you're up in the air, right, you
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  just, you set your course and you're, you get your coordinates and then you just need
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  to kind of, you know, check in and make sure you're on track.
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  So you've built the entrance, speak, which are the classes and the online presence.
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  And so you kind of, you know, do this thing called reverse prospecting where people are
• 17:02
  now coming to you.
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  Yeah.
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  And it's a lot more fun that way.
• 17:06
  Oh, yeah.
• 17:07
  Yeah.
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  I mean, right?
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  I don't know anybody who loves cold calling.
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  So if you're looking for, all right.
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  Right.
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  Go going.
• 17:13
  How many classes, what's the frequency of classes look like for you?
• 17:17
  I try to teach.
• 17:18
  Well, depends.
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  Okay.
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  So typically in spring market here, like it's extremely busy.
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  So it's tough to get agents to come to stuff because they're just, they're just constantly
• 17:26
  ratifying contracts.
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  Which is great.
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  I do a lot of my classes, usually over, let's say July, August, because here, July,
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  August, school's out, people go, you know, people are around.
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  So you got one week somebody's on vacation the next week, they're back.
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  So usually July, August, I do a lot of classes.
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  And then I do classes definitely towards the end of the year because people are always
• 17:47
  looking to revamp their marketing, revamp their business.
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  So I mean, most of the year I do classes, but probably the, you know, March, April, May,
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  June, it's tough to really get people to come with that said.
• 17:59
  I mean, I'm always willing to, you know, do classes at like mortgage offices.
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  They love it because they, you know, I can drive real through traffic to their office
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  and they like that.
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  And then usually in the fall, I'm usually speaking or teaching classes at like real
• 18:11
  through associations because they have their fall events and they want somebody to come
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  in, you know, to, you know, talk about a specific topic that maybe they're not, they're
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  not as familiar with them about online stuff.
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  Yeah.
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  And at this point, people are reaching out to you asking, hey, will you come teach this
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  class?
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  Yes.
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  For the most part.
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  Yeah.
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  That's like 90% of it.
• 18:28
  Wow.
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  That's great.
• 18:30
  And speaking of classes, you know, in that being the no more in-source of business for
• 18:34
  you about an agent that recently came your way because of a class you were teaching on
• 18:39
  YouTube.
• 18:40
  Is that right?
• 18:41
  Yeah.
• 18:42
  Yeah.
• 18:43
  I was asked to come to a mortgage office to teach class on how to create a professional
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  YouTube channel for real estate.
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  They, most agents are looking to get into YouTube or do videos and don't know really how
• 18:52
  to get started or they have a channel and they don't realize all the back end stuff they
• 18:56
  got to be doing.
• 18:57
  So I taught a class and a realtor came.
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  I didn't know her at all, but then I found out after the meeting that she is only been
• 19:06
  in the business like three years and she has already done 38 transactions this year alone.
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  So she's probably on pace for like 45-50, which is fantastic.
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  So I emailed her as a follow-up, she didn't respond, called her, got on the phone.
• 19:21
  She told me she was loyal to a different title company, which of course anybody who's
• 19:25
  doing business has some loyalty.
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  So I spoke to her on the phone about what they were doing to help her business and she's
• 19:30
  basically said that she has a great processor, blah, blah, blah, no marketing help, so
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  that of it.
• 19:35
  I quickly found out what her real wants and needs were was help with farming or subdivision.
• 19:40
  She needed help with her online presence.
• 19:42
  She wanted to get started shooting videos and she wanted to grow a YouTube presence in
• 19:45
  a YouTube audience.
• 19:46
  So she agreed to meet with me the next day.
• 19:49
  We spoke for over an hour.
• 19:50
  I went over all the things that she needed and told her how I can help her and what I
• 19:54
  could do.
• 19:55
  And that night, she sent me a follow-up email letting me know that she was ratifying
• 20:01
  a contract and she had already, she puts your title on it and she wanted to get sent
• 20:04
  it to us.
• 20:05
  Wow.
• 20:06
  Bam!
• 20:07
  There it is.
• 20:09
  So yeah, that's kind of the sales funnel, right?
• 20:12
  I mean, send out the blast email, offering something of value that maybe somebody doesn't
• 20:16
  know about very well the way I want to learn more.
• 20:18
  You get them interested.
• 20:20
  They come to the class, get them face-to-face, keep the class, show value, follow up, even
• 20:24
  if they don't respond to you, keep following up.
• 20:27
  And then even though I got it rebuttal immediately about why she couldn't work with me, I kept
• 20:31
  her on the phone, asking questions, got the answers to those questions, use those answers
• 20:35
  to let her know how I was different or could help her.
• 20:39
  She saw the value and what those answers agreed to meet, built rapport, followed up, send
• 20:45
  me a contact.
• 20:46
  Yeah.
• 20:47
  So there's one thing I wanted to highlight in there, it sounds like to me it broke from
• 20:49
  me from wrong.
• 20:50
  You didn't try and convince her with how great your company is and your process and your
• 20:54
  products.
• 20:55
  That's not what got her to the tables, right?
• 20:57
  No, yeah, definitely.
• 20:58
  No, I mean, I don't need with that.
• 21:00
  I mean, say in two or titles, national company is great, but that's not the end of stuff.
• 21:07
  My question to her was, what's your marketing goals, what are you trying to achieve?
• 21:13
  So the company you're currently using, you like the processor, that's fantastic, she's
• 21:18
  supposed to get to the closing of her job, but what else are they?
• 21:21
  So what happens?
• 21:22
  I asked her specifically, what happens when your transaction is closed?
• 21:25
  So in the meantime, when they close, do they just wait for you to send them another
• 21:29
  deal or do they call you and follow up and ask how they can help you generate more clients
• 21:33
  or give more eyeballs to your business?
• 21:36
  Did they do you?
• 21:37
  She's like, oh, yeah, they don't do anything like that.
• 21:38
  And I was like, well, that's what I do.
• 21:41
  So once I explained it in shoulder and talked for more in detail about the relationship
• 21:47
  we're looking for and how I can help her do that.
• 21:50
  And the fact that I don't cost her any money, I'm like a free resource for her business.
• 21:55
  She was like, okay, this makes total sense.
• 21:56
  Let's get together in person and let's talk.
• 21:58
  Yeah, it's the risk.
• 21:59
  So the no risk, no risk, and if you have somebody offering to help you put more money
• 22:09
  in your pocket by giving you information and helping you with things that you're not
• 22:14
  as good at, that'd be great.
• 22:16
  Like I just told you, I have landscapers coming over my house next week.
• 22:19
  I have a new house.
• 22:21
  I don't own equipment.
• 22:23
  I know how to do stuff, but I don't own anything and I don't, but I'm not a landscaper,
• 22:28
  right?
• 22:29
  I'll gladly have somebody come over and help me and do that.
• 22:33
  How involved are you?
• 22:35
  Okay, you have the meeting with her and you took a look at a big broad brush.
• 22:38
  Okay, here's what I want to do.
• 22:39
  She wants to do videos, YouTube, all that stuff.
• 22:42
  To what degree are you involved in helping her implement that?
• 22:46
  Okay, that's a good question.
• 22:47
  So as far as she wants, so for instance, if she wanted me to, if she wanted to give me
• 22:53
  her login credentials, I could set up her entire channel for her in terms of if she
• 22:58
  told me, hey, listen, these are the subdivisions that I'm targeting, these are the keywords
• 23:01
  I'm looking for.
• 23:02
  This is what I'm trying to do.
• 23:03
  I could set up, you know, for branding, for her videos, the tags, I told her to download.
• 23:08
  There's something called, there's a Chrome extension for YouTube called TubeBuddy, T-U-B-E-B-U-D-D-Y.
• 23:15
  I told her to download that and then you can create custom thumbnails, you can track
• 23:18
  your analytics better, you can, there's a lot, it does a far more than what just what
• 23:22
  YouTube offers.
• 23:24
  You know, I could set up the card feature for her by verifying the SEOs or website through
• 23:28
  Google Webmaster Tools.
• 23:30
  I have a little mini studio in my office.
• 23:33
  I said, if you want to come by my office and shoot videos on, you know, like for instance,
• 23:37
  what closing costs does a buyer pay a transaction, what does a seller typically pay?
• 23:42
  We could do that, so I'd be willing to either meet her at her office or my office
• 23:45
  issue videos.
• 23:47
  I also work with a couple professional videographer for some of my more higher-in stuff.
• 23:51
  Yes, that does cost the money, but it's well worth it in my opinion.
• 23:55
  I told her that I could create introductions for her and I would even go to the studio.
• 23:59
  And, you know, we could upload her scripts into like the teleprompter.
• 24:03
  I have a teleprompter app on my iPad and as far as she wanted me to take it, you know,
• 24:08
  for somebody who is younger, you know, growing their business or super hungry, they want
• 24:13
  to learn, you know, and they're in the business for the long haul.
• 24:16
  I mean, it's like, why wouldn't you go above and beyond to, you know, make that happen?
• 24:21
  Right.
• 24:22
  Well, obviously you've spent time investing in your own career and knowledge to learn
• 24:26
  how to do some of those things.
• 24:28
  Yes.
• 24:29
  Well, when I, you know, from a recap of our previous call, you know, when I moved to the
• 24:33
  DC or I didn't know anybody, you know, I moved here from Phoenix to had no clients.
• 24:37
  So, you know, I was already kind of getting involved in some of this stuff and learning
• 24:40
  and, you know, I, but I had to look at from a standpoint of what's the next thing that
• 24:45
  realtors and lenders need to know how to do to gain business and stay relevant.
• 24:50
  Right.
• 24:51
  It's not about OSU or titles the best.
• 24:52
  It's like what value as can I bring to the table that can get me the most appointments,
• 24:57
  have clients want to work with me, want to refer me and it came down to teaching and helping
• 25:03
  these people implement systems and learn things that they necessarily don't know how to
• 25:07
  do yet.
• 25:08
  You know, I'm curious.
• 25:11
  What, in terms of real estate agents, and I don't know if you could, this is just a
• 25:15
  weird question, okay, but can you assess, because I know you've made this offer, right,
• 25:21
  this proposal to a lot of real estate agents.
• 25:23
  Do you have a sense of the response, the positive response to that from agents, kind of like
• 25:29
  an, you know, I don't know if you can give them an average and like you said, it depends
• 25:32
  on the agent.
• 25:33
  So if they're old and crotchety on their way out, okay, not the right target.
• 25:36
  But, you know, any sense of, does that message, that offer, right, does that get responded
• 25:41
  to positively?
• 25:42
  Yeah.
• 25:43
  Yeah.
• 25:44
  I mean, here's the thing with agents, and you know, you can relate is that sometimes
• 25:49
  you give them everything and you help them with everything and you show them everything
• 25:52
  and they still don't do it, right, but, you know, the thing is, I look at, and I think
• 25:58
  my clients look at me as like the safety net on the trapeze act.
• 26:02
  Like if they ever fall, like, you know, that I'm there to save them, right, they need
• 26:04
  help with data mining, they need help with YouTube or shooting the video because they need
• 26:09
  handholding or they need, like, today I met with the team and they need me to look at
• 26:12
  the back end of their WordPress website because they had no idea how to use the SEO plug-ins
• 26:17
  or how to optimize their blog pages or the upload when they, you know, wrote a blog page
• 26:22
  about a listing, they did their, their permalinks were wrong and they weren't even putting
• 26:26
  them in better descriptions.
• 26:27
  So like I sat down with them for an hour and a half and showed them that by step what
• 26:31
  they have to do, fully optimize their blog posts and their pages on their website.
• 26:36
  So, you know, things that you would think, well, how is that a big deal?
• 26:39
  Well, it's a big deal when now you're on the first page of Google versus four, you know,
• 26:44
  and they're like, oh jeez, you know, now I'm getting more eyeballs to my business because
• 26:48
  peat in that, you know, it could just be one color, one email turns into a listing, that
• 26:51
  listing could turn into a buyer, you know, a sell buy and all of a sudden they made $20,000
• 26:57
  right there.
• 26:58
  Cool.
• 26:59
  Right?
• 27:00
  Because two deals out of it.
• 27:01
  So, you know, it's that sort of thing.
• 27:02
  But I mean, yeah, I mean, my clients, you know, some of my clients use a lot of this stuff.
• 27:07
  Some of them don't use a lot of it, but they know that when the time is, when they're ready,
• 27:10
  they can come to me for it.
• 27:11
  So, you know, it's, it's, but it's the same time, it's also things are not getting anywhere
• 27:16
  else.
• 27:17
  They're not getting at that before.
• 27:18
  Yeah, they have a good attorney or a good processor or whatever, but they're not getting
• 27:21
  that support that they need to just stay relevant.
• 27:24
  Like I said, there's, you know, there's 87% fell rate real estate in the first five years.
• 27:28
  Why?
• 27:29
  Yeah.
• 27:30
  That's why.
• 27:31
  Yeah.
• 27:32
  And a note on the meta tags and all those wonderful things for people who have heard that,
• 27:35
  you obviously have gone deep on your education.
• 27:38
  I'm sure you would agree.
• 27:39
  People don't necessarily need to go there.
• 27:41
  If all you did was offer to help agents with video if that was their thing, right?
• 27:45
  I mean, you would get a lot more play, a lot more traction that way.
• 27:48
  Just find out what their thing is.
• 27:49
  Sure.
• 27:50
  Of course.
• 27:51
  It's the big takeaway.
• 27:52
  Yeah.
• 27:53
  Oh, 100%.
• 27:54
  100%.
• 27:55
  I mean, it's funny.
• 27:56
  People like, well, where did you learn all this stuff?
• 27:57
  Like, do you have a, you know, a technology bet?
• 27:58
  I have a social work background.
• 27:59
  So, I don't have, I used to work for a teleprotective services in Phoenix before I even got,
• 28:04
  and I did loans for nine months and got into title this in back in 2005.
• 28:07
  So, but, you know, all the information that I learned is I started subscribing to other
• 28:12
  people's channels, started looking up information online, you know, and just doing the homework
• 28:17
  on my spare time to figure out how to do all this stuff or just how to learn, how to
• 28:22
  learn enough, or that I was at least smarter than the person I was talking to.
• 28:26
  Yeah.
• 28:27
  You know, and just real quickly, it reminds me of a conversation I had just earlier today
• 28:29
  with a top loan officer up in Pacific Northwest, he'll be on a future podcast, but I asked
• 28:34
  him this question, and this guy does, I forget, like 200 loans a year or something.
• 28:38
  But I asked him, you know, how he sees the role of a loan officer changing, this relates
• 28:41
  to a title rep as well, you've, you've blazed a trail here already, but he told me that
• 28:45
  here's the role he sees changing between loan officer and agent.
• 28:49
  Number one, you make that decision, are you relational, are you transactional?
• 28:52
  So, if you're transactional, you're in the wrong side of the business, go to a call
• 28:55
  center, whatever, that's how you're going to survive.
• 28:59
  If you're relational, then he sees the role changing for loan officers to become coaches
• 29:04
  for agents, adding value, impact, right, strategy, things like that, things that you talked
• 29:09
  about, which is, what are you trying to achieve?
• 29:12
  How are you trying to grow your business?
• 29:13
  What are your goals?
• 29:14
  Where's, where's the weak points?
• 29:15
  If you had a magic wand, right, what's one thing you would, and you're going to hear
• 29:18
  all this stuff, you're going to hear like, yeah, I'm not good at video, I'm this or that
• 29:21
  or the other, and then be that problem solver, right, with that, I was curious if you do,
• 29:28
  like you meet with that agent, right, you do the whole YouTube thing, hey, here's, here's
• 29:31
  I got this mini studio here, is there any type of continuity of, you know, engagement with
• 29:36
  her over, you know, a period of a month or two or whatever to help her really implement
• 29:40
  that stuff?
• 29:41
  Yeah, I mean, you have to have follow-up strategies, you know, otherwise it's like, oh,
• 29:45
  look, I had a really great touch with this agent, and you sent me one deal, now she's
• 29:49
  lying forever, it's like, you know, if you think that, that's an issue already, but I mean,
• 29:55
  you have to continue to have follow-up strategies, you know, so for instance, like she sends me
• 30:00
  the deal, right, well, you think her for that, you know, you want to follow up maybe during
• 30:04
  the transaction, follow up when it closes, you know, or just even call her just during
• 30:08
  the transaction and be like, hey, by the way, have you made any progress on shooting any
• 30:12
  videos?
• 30:13
  Do you need help with anything?
• 30:14
  You know, so it's just continually following up and following up and following, I mean,
• 30:18
  it is a loan officer or title person like you know, I mean, obviously it's important
• 30:22
  to follow up with everybody, but you know really, really, really follow up with, to keep
• 30:25
  them in there.
• 30:26
  Also, you know, I push out, I send out like a blog email every week to all of my clients,
• 30:33
  like a little paragraph of information that it's like a Q&A, like real estate, video question
• 30:38
  of the week, or you know, it could even be a legal question or a lending question.
• 30:42
  But things that I get from the people that I meet with and then I'm like, oh, I'll just
• 30:48
  then I answer it in the thing there.
• 30:49
  So it's a question and an answer.
• 30:50
  And then at the bottom, I'm like, hey, if you want to set up an appointment, you need help
• 30:54
  with these things, like call me, email me, let me know what days work best for you, you
• 30:59
  know, make sure you keep using this short title, blah, blah, blah, blah, right.
• 31:02
  So like, but I have something that goes out in front of them every week.
• 31:05
  I do a lot of Instagram stories, uh, post stuff on Facebook, you know, like I've always
• 31:10
  posted, I mean, just I try to post relevant stuff where their eyeballs are, right?
• 31:15
  And then of course, it's just, you know, following up with emails and calls to see what's
• 31:19
  going on, uh, and seeing how they're doing.
• 31:21
  So I realized that life comes into play and I was like, I listen, dude, I just didn't have
• 31:26
  time to get to it this week.
• 31:27
  Like my kid was sick and that happened and that happened like the time.
• 31:30
  But as long as you're following up and you're, you're still there and you're interested
• 31:33
  and you're still on top of it, I mean, that's, that's big.
• 31:36
  I mean, I have a low officer client, I'm not even lying, dude, he has a, he has a database
• 31:40
  in a roll of deck.
• 31:41
  I'm like, let her roll back.
• 31:44
  Yes, a little roll of deck.
• 31:46
  Oh my gosh.
• 31:47
  Yeah.
• 31:48
  Yeah, but he's always calling me, he's like, you should come teach a class in my office
• 31:53
  because he wants to go, he doesn't know how to get agents interested, right?
• 31:57
  So he needs someone to get him, who can get him interested.
• 32:00
  So he can like, you know, I got to put it on the T form, right?
• 32:02
  So yeah, that's, that's an issue on itself.
• 32:05
  But yeah, yeah, I mean, it, well, real quick, how about your blog?
• 32:10
  What I like about your blog, the, you know, the communication you send out to these agents
• 32:14
  and others weekly is, um, it's, it's, first of all, it's you, right?
• 32:18
  If I'm following this correctly, it's you're doing a video, like you said, and there's relevant
• 32:22
  content in there.
• 32:23
  It's not that the corporate cookie cutter stuff that's mostly useless.
• 32:27
  Right.
• 32:28
  No.
• 32:29
  No offense.
• 32:30
  Two corporates.
• 32:31
  Nope.
• 32:32
  I work for one, but no, you got to make it personal because it's got to be you.
• 32:35
  You got to get people to, again, you know, people work with people know they know like
• 32:39
  interest, right?
• 32:40
  Yeah.
• 32:41
  So you got to, you got to get them there as well.
• 32:44
  It's got to be personal.
• 32:45
  But I want to also preface to say that when I'm shooting a lot of my videos, which you
• 32:48
  are on my YouTube channel, you can see it.
• 32:49
  I have some professional stuff, but most of my stuff is not professionally done.
• 32:53
  It's done with, you know, a nice high-end camera and some lighting equipment.
• 32:56
  But I'm in my office most of the time shooting these videos.
• 32:58
  So I don't want people to think that if you want to shoot YouTube videos or get involved,
• 33:02
  it's got to be like, okay, I got to go spend $5,000 on a camera equipment and learn the
• 33:06
  most crazy stuff about photography or camera or video.
• 33:10
  You don't, you don't need to do that.
• 33:11
  Right.
• 33:12
  No.
• 33:13
  I mean, you, yeah, you're in your office.
• 33:14
  I can see it.
• 33:15
  You get your title, store title, um, you know, sign behind you.
• 33:17
  You get that it's not raining at the same time, buying those brain cells.
• 33:20
  That's awesome.
• 33:21
  Yeah.
• 33:22
  Uh, any other big projects you're working on in terms of, you know, content and education,
• 33:26
  things like that?
• 33:27
  Uh, well, I'm speaking at an event coming up in October, uh, called Ops Box Retreat.
• 33:33
  So for Kelaweins, they, uh, there's a really big hitter here.
• 33:37
  Her name is Christy Bell Grossman.
• 33:38
  She's on the Bell team.
• 33:39
  They do over $100 million in volume a year.
• 33:42
  But she, she does a lot of stuff with the operations people within Kelaweins nationally.
• 33:46
  He goes around a lot of public speaking while she's doing a big event on, uh, in October,
• 33:50
  and it's going to be in northern Virginia.
• 33:52
  A lot of people are flying in and, uh, I'm just happy I get to speak.
• 33:55
  Well, 15 minutes.
• 33:56
  But I get to speak in front of like the top operations people of all Kelaweins for 15 minutes
• 34:00
  of a stage.
• 34:01
  Uh, yeah.
• 34:02
  It's going to be cool.
• 34:03
  And so, and then I'm also speaking at, uh, another association event for realtors, uh,
• 34:10
  in early October as well in teaching a class called, I just got my real estate license.
• 34:14
  Now what do I do?
• 34:16
  There's actually one of my more favorite classes at the beach because I mean, these agents
• 34:19
  are new and they're just looking at you like, like, it's the first day of school.
• 34:22
  Like, let's, what do I do?
• 34:24
  And, uh, it's a really fun one.
• 34:25
  But, um, I'm trying to develop some more classes, but I just need to find a time to sit
• 34:31
  down and really knock out a couple more things.
• 34:33
  There's definitely some more opportunities.
• 34:34
  Uh, I think there's got to be a whole class on Instagram.
• 34:38
  It evolved so much and it's such a place now where people are spending their time and
• 34:42
  growing.
• 34:43
  You've got to be a class on that, but I got to get together.
• 34:46
  No doubt.
• 34:47
  All right.
• 34:48
  That's awesome.
• 34:49
  Uh, cool, man.
• 34:50
  Well, listen, I know you're busy.
• 34:51
  You got so much going on at the house, at the home.
• 34:53
  And, uh, once again, congratulations on, uh, you know, as we shared before we hit record,
• 34:58
  it's going to be father again real soon.
• 35:00
  Yeah.
• 35:01
  So, yeah.
• 35:02
  Man.
• 35:03
  Yep.
• 35:04
  Love it.
• 35:05
  Love it.
• 35:06
  Love it.
• 35:07
  So, best to you, man.
• 35:08
  I hope to, like, you know, hook up with you in person at some time in the near future.
• 35:10
  I just want to thank you for, right, continuing to share as always.
• 35:11
  Thank you.
• 35:12
  Thank you.
• 35:13
  Thank you.
• 35:14
  Thank you.
• 35:15
  Thank you.
• 35:16
  Thank you.
• 35:17
  Thank you.
• 35:18
  Thank you.
• 35:19
  Thank you.
• 35:20
  Thank you.
• 35:21
  Thank you.
• 35:22
  Thank you.
• 35:23
  Thank you.
• 35:24
  Thank you.
• 35:25
  Thank you.
• 35:26
  Thank you.
• 35:27
  Thank you.
• 35:28
  Thank you.
• 35:29
  Thank you.
• 35:30
  Thank you.
• 35:31
  Thank you.
• 35:32
  Thank you.
• 35:33
  Thank you.
• 35:34
  Thank you.
• 35:35
  Thank you.
• 35:36
  Thank you.
• 35:38
  You know, I mean, why reinvent the wheel?
• 35:40
  He's doing some great things and it's obviously working for him.
• 35:43
  So, listeners, I appreciate you tuning in on this one if you like it.
• 35:46
  Please let us know.
• 35:47
  Leave us a review on iTunes or whatever else you're listening.
• 35:50
  And I'll see you on the next one.
• 35:52
  Bye for now.
• 35:54
  Thanks for listening to Mortgage Marketing Radio.
• 35:57
  One more truth in Mortgage Marketing.
• 35:59
  Get more free training and resources at MortgageMarketingInstitute.com.
• 36:07
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  Thank you.
• 36:16
  Thank you.
• 36:17
  Thank you.
• 36:18
  Thank you.
• 36:19
  Thank you.
• 36:20
  Hey, guys.
• 36:21
  What's up real quick?
• 36:22
  You've heard about the Mortgage Marketing Pro membership before.
• 36:24
  And I just want to quickly remind you of that.
• 36:26
  You're in a place in your business where you simply need more purchased loans.
• 36:30
  You need to fill your pipeline with purchase business.
• 36:32
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• 36:33
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• 37:00
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• 37:01
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  But that's not all.
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• 37:17
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• 37:20
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• 37:28
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• 37:30
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• 37:34
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• 37:58
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