Latest / Mortgage Marketing Radio / Capturing Business from Agents, Builders and Buyers

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Capturing Business from Agents, Builders and Buyers · Mortgage Marketing Radio

• 0:00
  Hey, hey, hey, listeners, what's up, Jeff Zimper, welcome to this episode of the Mortgage
• 0:08
  Marketing Radio podcast.
• 0:09
  Thank you for tuning in.
• 0:10
  As always, if you've been a listener for some time, I'm grateful if you are brand new,
• 0:15
  this is your first time listening.
• 0:16
  Hey, thanks for being here.
• 0:17
  Hope you dig in.
• 0:18
  Check some past episodes, search for topics that you might find relevant and looking for
• 0:21
  and enjoy some of the content and when you feel so inclined that you've gotten a great
• 0:25
  idea, you've gotten an aha moment, you've gotten inspired.
• 0:28
  Maybe you've even just laughed a little or, you know, we shared something that was impactful
• 0:32
  for you.
• 0:33
  I would love you taking a moment and sharing a review if you don't mind.
• 0:36
  Wherever you're listening to this right now, on your mobile phone, podcast app, click
• 0:38
  to find, leave a review, whether it's Spotify, Apple, reviews help us reach more people.
• 0:44
  So thank you for that.
• 0:46
  Hey, before we get into this week's special guest, come and hear it from the streets.
• 0:50
  That's right.
• 0:51
  In the trenches, another success story from members of our MyAgent classes, platformed
• 0:56
  what we do is we help agents leap frog and go from solicitor and vendor to partner
• 1:01
  and peer.
• 1:02
  How do we do it?
• 1:03
  Well, we help originators become part of successful agents business, helping them solve
• 1:07
  problems, leading with education, teaching educational classes, virtually and in person in
• 1:12
  your local markets or across state lines, the bottom line, why it's about building an audience.
• 1:18
  One of the skill sets we need to survive in any market is audience building and leveraged
• 1:23
  opportunities to have conversations at scale with real estate agents as one of the sources
• 1:27
  of business.
• 1:28
  And there's no better way to do that, quite simply than attracting and leading with education
• 1:32
  that adds value to people and helps them solve problems.
• 1:35
  What happens when you do that?
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  Resistance goes down.
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  Trust goes up, conversations are facilitated and remember conversations lead to contracts.
• 1:44
  Here we go.
• 1:45
  Latest update from Michael Pecola, one of our longtime members, Michael has been with
• 1:49
  us.
• 1:50
  I think recently tried something new.
• 1:52
  Here's his testimonial from our private Facebook group.
• 1:55
  Michael hosted two in-person classes this week with a third option.
• 1:58
  The third option is, can't make it, would like to learn more about the topic.
• 2:02
  So for his first class, 12 registered, for his second class, 10 registered.
• 2:06
  But the third option can't make it, but do want to learn more?
• 2:10
  47 agents raised their hand and said, yes, I can't make either of those two dates, but
• 2:15
  I'd like to learn more about the topic that you're talking about.
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  So we do some cool things with that in terms of repurposing content, recordings.
• 2:22
  But most importantly, the point of leading with education of teaching classes is it's
• 2:28
  at the top of the funnel activity that drives conversations and scheduling those conversations
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  either over Zoom or in person, whatever it is your preferences, however, how fast or
• 2:40
  how long would it take you to schedule a range and have 47 agents reaching their hand
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  out to you and saying, I'd like to learn more about what it is you're doing.
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  Does coal-calling produce those kind of results?
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  No.
• 2:53
  Does networking know?
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  Happy hours?
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  No.
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  Broker previews, open houses?
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  No, no, no.
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  You know what it does?
• 2:59
  Using a leveraged system at scale.
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  That's not about you.
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  It's not about product and price being a vendor.
• 3:06
  It's about helping them solve problems.
• 3:09
  One of my favorite sayings is, if you want to earn their business, you need to become
• 3:12
  part of their business.
• 3:13
  Michael, Pecola, congratulations to you for demonstrating how to become part of an
• 3:17
  agent's business and reaching agents at scale.
• 3:20
  If this is interesting, you want to learn more about how we do this?
• 3:23
  Go to mortgagemarketing.pro, book a call.
• 3:26
  Let's talk.
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  Let's see if we're fit for each other.
• 3:29
  Mortgagemarketing.pro.
• 3:30
  Okay.
• 3:31
  My special guest for this week is a longtime friend, colleague of mine, Ben Smith.
• 3:37
  Ben is a chief marketing officer who specializes in digital strategy and digital marketing.
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  He's a speaker.
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  He's an SEO expert.
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  Ben and I have known each other for a number of years and we originally worked together
• 3:48
  back in his days at MGIC where we did some educational content and classes for the MGIC
• 3:53
  community.
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  Ben's an awesome leader with a vision and he really gets and understands technology.
• 3:58
  In the context of it being applicable and useful and impactful, not just being a nice
• 4:05
  to have, bright, shiny object.
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  So Ben has been in the industry, like I said, for a well over a decade, spent time at
• 4:11
  a top five lender and now he and I had a conversation that I thought was really cool and interesting
• 4:17
  because I always like to be on the forefront or at least try to be in terms of what's
• 4:21
  happening for technology in an industry.
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  So Ben reached out to me and said, hey, man, here's this company I'm at right now.
• 4:27
  It's called UpList and I would love to kind of have a conversation about this and see
• 4:33
  who this might be relevant for and I said, well, let's just have a conversation on the
• 4:37
  podcast because when I saw a look at what UpList does, I thought it was really cool.
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  And so as you know, I'm all about having relevant, impactful, engagement, conversations
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  there I say it again with potential referral partners.
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  In this case, we're talking about agents and builders and this is a pretty cool span
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  on an update to bear with me now real estate listing flyers.
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  I know you've heard that thing before and you think you've seen it all, but I can tell
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  you haven't.
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  Can you imagine if your real estate listing flyer, right, your finance flyer has the ability
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  to be updated in real time, right via a link from somebody's mobile phone via a QR code
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  and those rates are updated in real time that pull in from your rate engine and even
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  better than that are adjusted specifically to the qualifications of the potential buyer
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  you've already approved.
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  Imagine the scenarios in terms of like open houses, builders, listing agents is so forth.
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  Very, very interesting technology and I encourage you to have a listen and if you wanted
• 5:41
  to check out more, the link will be in the show notes get up list.com is where you want
• 5:45
  to go.
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  We'll also put a link to Ben's LinkedIn profile, Ben publishes some pretty cool content
• 5:51
  articles.
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  One of his recent ones is on AI and we do talk a little bit about that as well in today's
• 5:55
  conversation.
• 5:56
  So make sure you go check out the links and resources in the show notes and without further
• 6:00
  due, let's get into this week's show Ben, welcome to the show.
• 6:03
  Hey, what's up Jeff, how you doing?
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  Long time no talk, man.
• 6:07
  We're trying to figure out just a moment ago how long it's been, I don't know, three plus
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  years, easy.
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  It's been a minute, but you know, I see you every day.
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  So social media is a beautiful thing.
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  I apologize for that.
• 6:19
  No, I'm really glad that you reached out to me because you obviously are somebody who
• 6:23
  I respect your opinion and your place in the industry when it comes to digital and all
• 6:29
  things digital.
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  So before we get into our conversation for those who may not be familiar with who you are,
• 6:33
  what you do, go ahead and share that.
• 6:35
  Yeah, I've held a few different roles over the years, you know, going back to working
• 6:40
  in the private mortgage industry space, doing a lot with them and then transitioning actually
• 6:46
  working for a lender in the digital capacity and then most recently working as chief marketing
• 6:51
  officer for a SaaS FinTech startup called UpList and working in the mortgage and real estate
• 6:59
  industry there.
• 7:00
  So it's been very, you know, it made sense.
• 7:04
  The movement from one to the other to the next has made a lot of sense and has been beneficial.
• 7:08
  All right.
• 7:09
  So thank you for that and we're going to provide links to those who want it in the show notes.
• 7:14
  Make sure you check that out, but let's let's start with this.
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  Like, you know, you've been in this industry for quite a while.
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  You've seen a lot of technologies get promoted or like this is the thing or this is where
• 7:28
  it's going, you know, automate everything under the sun.
• 7:31
  So why don't we start here?
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  Why don't we put your framework, right?
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  Your frame, your context, your wrapper around the proper integration and use of digital technology
• 7:46
  for the individual loan officer and you can take that maybe at whatever stage of the process
• 7:51
  you want.
• 7:52
  Maybe that's front end, maybe that's during, you know, but maybe that helps.
• 7:56
  Sure.
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  I feel like I'm in the hot seat.
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  I'm usually the one talking to people and not knowing what you're going to ask is it keeps
• 8:02
  me on my toes.
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  So, you know, for me, I think at the core, it's simplicity, you know, when I was speaking,
• 8:09
  it was a lot of minimum time, maximum value.
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  Our time is so valuable.
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  What can you do to get the best return on that time?
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  So simplicity, having meaning, not needing necessarily all the bells and whistles of a technology,
• 8:22
  but the technology that really executes on what's going to move the needle from a business
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  perspective, I think has been what's always caught my attention as it relates to technology.
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  And then as it relates to technology, how it fits within your process in terms of what
• 8:41
  do I need to get done today?
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  What's going to be a marker of success?
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  Those types of things I think about, well, what technologies can help me do that?
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  And so that's where I've kind of pointed to a few different ones and said, yeah, this
• 8:55
  makes sense.
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  It's not real heavy, it's very lightweight, executes quickly and can help me get my stuff
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  done for the day, for the week, for the quarter, faster, with a better return.
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  So that's kind of how I've looked at technology over the years.
• 9:11
  Yeah, so like the essential, right?
• 9:13
  Yeah, not the nice to have, but the must have.
• 9:17
  All right, well, we're hanging around this neighborhood of technology efficiencies,
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  the essential, if people should follow you on LinkedIn, by the way.
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  And I'll make sure that we, you know, obviously in the notes, they can follow you on LinkedIn,
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  but you posted two weeks ago an article referencing chat GPT and the dolly three and things
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  like that. So maybe along the same thread, give me your sense or your commentary around
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  how you see, you know, or the use case for currently, for mortgage or real estate professionals
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  with those technologies.
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  Yeah, I have to say I feel very fortunate to have been in an industry, in any industry,
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  as a working professional and gone through last November where it came to market.
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  And that period of 30 to 45 days where everyone had access, there was no cost associated to it.
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  Yes, it was just wide open. And as I was saying to my co-workers at the time, this is a golden age
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  that will never happen this openly again. And just at night, I was exploring, playing with it,
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  figuring out how I could create efficiencies using chat GPT and other AI systems.
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  And then of course, plus came out in the enterprise versions, which allows you even more opportunities,
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  which is what dolly three is tied into currently, which is what led me to the post.
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  What I think is very timely in your question is earlier this week, they came out and talked about
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  the creation of GPTs. And basically a GPT store where you could create a GPT that's a value
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  to a specific audience and they could pick it up and use it and that you could monetize that
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  and actually create revenue from it. So now it becomes more about, again, what could I create
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  that simplifies a process for an end user. And I could actually make money off of that.
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  I think it's very exciting. It's a very exciting time, honestly, because if we're going to look back
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  in five years and look at how it has adjusted the landscape for whichever industry that we work in.
• 11:21
  All right, so that's interesting. And I'm just now scratching the surface and digging into that new
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  release you talk about there. So considering our audience is mostly mortgage and some real estate,
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  are there any use cases or applications of that that you know, that will have already.
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  I mean, if we're talking about GPTs, which just came out, there is an opportunity to think about
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  the creation of a GPT that would allow you to identify a property, find the most important
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  information and have that be the engine that runs behind the scenes for whatever application you
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  might develop. And so that's something that we just started talking about this week and how
• 12:02
  that could potentially be incorporated into the company I currently work for. So right there,
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  it gets your gears turning about and I would go back to what's a value, what's going to help people
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  be successful, and then what could I create around that technology or technologies to really help
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  the larger, I guess, community, I would say. Yeah, I'm looking at some of them right now,
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  these new GPTs, which is, you know, a link if you will to chat GPT itself. I believe the forward
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  slash is create but chat.openai.com forward slash create if from correct. There's a little
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  navigation that needs to happen within the system to find that. I mean, if we want to talk about
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  current opportunities, so I am a user of chat GPT plus, which allows me to use plugins. There's
• 12:54
  a variety of plugins on the market that can help you do your processes faster. It's not that it's
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  replacing creativity in any sense or replacing what I think is most important, which is the
• 13:07
  strategic thought process. It's just helping to expedite it in a faster way. And that led to my
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  post that I did previously, whereas how is this going to affect the larger industry if now
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  Dalai 3 is tied directly into it and the output is quite good in terms of what you see based
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  on a couple queries and prompts that you've put into the system. And it's at basically a low cost
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  or no cost opportunity. So I can reduce my costs and we think about the current market landscape
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  within the mortgage and real estate industry. It's tough. I can help reduce and shed costs by
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  limiting some other systems or softwares I might be using by having this now incorporated into an
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  existing one. The image creation was the example I was sharing there. Yeah, Dalai is something that
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  haven't touched in a while because early on it just wasn't really performing for me. I wanted to,
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  but I've seen a couple of people share images with me that I'm like, oh, okay, time to double check
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  that thing because it looks like it's really evolved. It is. And it's just been a faster process.
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  You know, in the past, you might go to Istock and find imagery. You might go to Canva and create
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  imagery. Now you don't need either of those. You can simply place the prompt in that you're
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  looking for and it puts out a pretty good image for you to use. And if it's not quite what you want,
• 14:28
  the ability to tailor that prompt and see a better output is what was I was excited about.
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  Yeah, so these GPTs I'm looking here in the section of GPT and they've got some already made
• 14:42
  obviously by OpenAI. You're talking about one, Dalai. But then there's these others which
• 14:47
  start my brain thinking of like they have this thing called the negotiator. I'll help you advocate
• 14:52
  for yourself and get better outcomes become a great negotiator, creative writing coach. The
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  point being is like you can upload or create or build these processes right around specific
• 15:07
  tasks, perhaps, that you have. Is that a good or a good idea? Yeah, you identify and this is
• 15:13
  true to how I've worked at previous companies in my career is let's identify inefficiencies and
• 15:19
  then let's fix them. Let's create a system that's more efficient, whether it's robotic process
• 15:24
  automation or if it's how you approach your day in terms of how you can get the best return for
• 15:33
  that day, whether it's mindset or technology, it's always about let's get the most efficient
• 15:38
  output. Are you saying, because everybody's talking about programming as well, I can start creating
• 15:47
  different, I don't want to go down this tech rabbit hole, but without needing to be to know
• 15:52
  fancy code or anything, build a website for example, a landing page. That's how they're touting it.
• 15:58
  I would say, you know, I am not a programmer, so I would want a true programmer to rate any
• 16:05
  output that we're messing around with or creating with to get their true opinion, just like if I were
• 16:11
  to go in there and ask it to write me copy or content around digital technology, strategies,
• 16:17
  social media, whatever, I think you still need that second set of eyes from an expert to say,
• 16:23
  well, this is this is a little fluffy, this is a little too high level, you're not really getting
• 16:27
  into the action items. You know, for me, it's always been if I'm going to speak on a topic,
• 16:31
  I want you to walk away with action items you can do, not just theoretical things that could be done,
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  but here's how you get from point A to point B step by step, and that's where I found that there's
• 16:42
  a little bit of fall off in terms of some of the asks or prompts that you have. So how you craft
• 16:48
  that becomes very important in terms of getting that desired output, and it's still probably not
• 16:52
  going to be a hundred percent, you can add your intellectual insight to get it to a hundred percent
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  for sure, but it can be a great starting point if you're stuck, if you're looking for new ideas,
• 17:04
  or if you need just a kick in the butt to get going, it could be helpful.
• 17:09
  Well, here's one, you have younger children, right? And so one of the GPTs is a math mentor
• 17:15
  to help their kids with math. You thinking about trying that one out?
• 17:19
  Yeah, I might say me some money with her actual math tutor, so I will look into that, but
• 17:25
  you know, it's interesting because we talk about the fabric of our environment and how things
• 17:29
  will evolve, and even with my daughter who is in sixth grade and my kids are younger than that,
• 17:35
  I will encourage her to explore chat GPT if she's stuck on something to get, you know,
• 17:40
  past a roadblock or something that's preventing her from moving forward. I don't see it as a
• 17:44
  negative. I see it as a complimentary option to what you're doing on a daily basis.
• 17:52
  Yeah, I think the key word you said or phrase, and we all heard this narrative is like, you know,
• 17:56
  the human element of it is still important and relevant in terms of making sure it sounds like
• 18:01
  you, for any output, and the context is right, and then of course when it comes to technology
• 18:05
  and automation, let's dovetail back into platforms, for example, timing and the proper use case
• 18:12
  of technology. A quick side note on that is I've told the story before with other guests on the
• 18:17
  podcast where when I first moved to Vegas, I was quickly looking to start the home approval process
• 18:24
  and I did some online apps and everything like that, and then I got these automated communications,
• 18:29
  automated videos, yet I had never heard from a human being over a span of like three days,
• 18:35
  and there were all these assumptions from the technology communication that welcomed
• 18:39
  them to the company, so looking forward to working your loan, et cetera, and I'm like, bro, what?
• 18:44
  Like, you know, hello, this is a little out of order, you know what I mean? Yeah,
• 18:49
  so and you see obviously in your your chair, you've been in for a for a long while,
• 18:53
  is technologies and platforms, which is why I wanted to talk to you today about what you're
• 18:59
  involved in right now, because I think it's pretty cool, pretty relevant for the audience,
• 19:04
  which is called up list. Do you want to give us the kind of the summary on what up list is all about?
• 19:09
  Yeah, for sure. So up list is a technology software company and really started with one single
• 19:16
  product, which is what's called our smart view flyers and the difference between these types of
• 19:21
  listing flyers and other listing flyers that are out there is that ours integrate real-time
• 19:27
  rate information. So as a loan officer, you're integrated through your pricing engine and the way
• 19:33
  in which it's established that unlike traditional listing flyers, once you print those,
• 19:38
  the rates could change a minute later, you got to reprint them the way that these are created in
• 19:43
  terms of the actual tangible PDF and how the end user interacts with it is there's a digital
• 19:52
  element there. So the flyer doesn't actually have the true rates on there, they're blurred out.
• 19:57
  The user scans the QR code or could click a link and goes to a web page that is tied into your
• 20:02
  pricing and then allows them to work any number of scenarios. So you're not limited to what scenarios
• 20:08
  you think they might need or want as a potential home buyer, but they can then go ahead and select
• 20:14
  exactly what it is, whether it's including seller credits, whether it's VA, FHA, conventional. So
• 20:22
  they really are in the driver's seat. But aside from the technology saving loan officers quite a
• 20:29
  bit of time in terms of you only have to create it once, you never have to update it. So we'll have
• 20:34
  people tell us, well, I just saved three hours by not having to update all of my listing flyers for
• 20:38
  the weekend because you only create it once and it's good until the home sells. More importantly
• 20:44
  that I like and I think historically, I've always felt this way is it's about relationships,
• 20:48
  building the relationship. I remember when I first came into the industry, I was always surprised how
• 20:54
  loan officers would say we're the most important part of the transactions and real estate agents
• 20:59
  would say no, we're the most important part of the transaction. It's actually the collaboration
• 21:02
  of the two loan officers working with real estate agents. So what this provides loan officers
• 21:08
  is that opportunity to look at their local community and reach out with something of value,
• 21:12
  especially in a hard market like this where you have to hit the streets. You got to hustle hard,
• 21:19
  you got to kick down doors, you got to start doing that outreach to try and build relationships
• 21:23
  and strengthen existing relationships. So what I've seen since I've joined the company is the
• 21:28
  feedback and the testimonials related to the relationship building opportunity of it
• 21:33
  where the real estate agents love it and they want more of it. So loan officers will create those
• 21:38
  flyers for them, provide it to them, gives them a talking point and strengthens that relationship.
• 21:43
  So that was the main technology that was kicked off earlier this year, but we do have two others
• 21:48
  we've since created. What are those? Well, you know, again, like when I came to Uplis,
• 21:58
  I asked a lot of trusted people what they thought of the technology before they knew I was going
• 22:03
  to work at the company and they all universally said hands down, this is amazing. And I think the
• 22:09
  reason for that is the creator of it, Jeff Bell is a loan officer himself, top producer, 20 plus
• 22:15
  years in the industry and he essentially created the technology because he had these own issues he
• 22:21
  was running into. He was sick of updating listing flyers. And again, if a listing flyer strategy
• 22:27
  isn't a part of your makeup for how you build and grow, then it's not for you, but there's other
• 22:33
  features that might be. And so what we came out next with was the quick quote feature.
• 22:40
  And really, this is a value add to the loan officer and to the potential home buyer in that
• 22:45
  you get a lot of calls, hey, I need you to price out this house. I'm interested in, you know,
• 22:50
  a 30 year, what about a 15 year? What if I can get a $10,000 seller credit? What about a buydown?
• 22:56
  And most loan officers at this point in time need to be in front of a desktop to pull those numbers
• 23:00
  to get the true rate. But what this allows for is the mobile friendly version, again, pulling on your
• 23:06
  true rate from your pricing engine to run those scenarios in a couple of seconds and then email
• 23:11
  it back to them and say, here's what the cost would be right now at this point in time. So it's
• 23:15
  really that convenience for the loan officer to get their weekends back. You know, I can go and
• 23:19
  hang out with their kids at their center events and actually do something and not have to be so tied
• 23:25
  closely to a desktop. And that came directly from Jeff in his own experiences of what he was
• 23:30
  getting frustrated. Well, that's great because oftentimes technology, I'm sure you've seen it too.
• 23:36
  Sometimes the technology that's pushed, if you will, upon the loan officer population is obvious
• 23:44
  that it hasn't come from a use case of an originator kind of in the field or some of the difficulties
• 23:48
  or resistance in using it in a practical way. So that sounds really cool that you can do that in a
• 23:54
  mobile friendly kind of on the fly. Yeah, from anywhere, which is nice. I mean, again, he's creating
• 24:01
  these things because he sees a need for him in his life. And for me, it goes back to the simplicity.
• 24:06
  It's very simple. It's lightweight. It solves the problem that you have right now. And that's
• 24:10
  really what our focus has been is we probably will only come out with maybe one more tool.
• 24:15
  And then we'll just stick to those four. The other tool that's currently live right now for
• 24:20
  users is called the Smart Buy or Tool. And so what this is is a value add to again,
• 24:29
  the loan officer in some capacity, but really to the home buyer. So you have the loan officer
• 24:34
  ability to build a relationship with the real estate agent through the smart view flyer.
• 24:38
  And now you have the ability for the LO to build a relationship with the home buyer that they're
• 24:42
  working with through the smart buyer tool. And what this is is again, mobile friendly,
• 24:49
  think about your mobile device. But for any buyers that you have in circulation pre-approved or not,
• 24:55
  you can provide this to them. It's white labeled to your company. And so as a home buyer,
• 24:59
  I can now search for any property that I'm looking at at any time of day,
• 25:05
  put in the pertinent information of that home. And this is how I approach it if I'm buying a home
• 25:09
  because we're looking at moving when the kids are a little bit older. But I like to do a lot
• 25:16
  of my own research. And so I just want to be able to know I can put in all of the key details. I can
• 25:20
  search any property and the payment and rate that kicks back is real time tied to my trusted
• 25:25
  loan officer. So I know exactly what that house is going to cost me if I want to move forward.
• 25:30
  And then the nice part about it is because it's tied to a buyer that the LO set up,
• 25:36
  there's parameters on what they can actually afford. And if it's in line with what they can afford,
• 25:41
  you can request that pre-approval letter immediately and take action as a home buyer.
• 25:46
  If it's outside a scope of what you're pre-approved for based on the informational LO had put in,
• 25:52
  then it just says contact me. Let's talk about it. And you can make the LO can make adjustments if
• 25:56
  needed. But it lets the home buyer know based on their financial situation, what they can actually
• 26:02
  afford in real time. Very cool. What happens then in terms of the potential, let's go back to
• 26:10
  the flyer situation and let's say it's an open house or something like that. But what happens with
• 26:14
  that data? Does that get hoarded into, do you guys have some time of a CRM on the background,
• 26:19
  or is that like a web booked over to some other CRM? So PPI is really important. So we don't
• 26:25
  actually capture the PPI information. Explain that for the layman. People's personal information
• 26:33
  basically. So we don't want any of that. We don't want to hold any of that. What happens is when
• 26:39
  the user who's the home buyer is interested in they scan the QR code or click a link and they go
• 26:44
  to this dynamic landing page that has the real time rates. Once they get the payment information,
• 26:50
  they then can take action. So if they're on a mobile device, they can text the LO, they can email
• 26:55
  them or they can call them. If they're on a desktop, they can email them and move on to the next
• 27:01
  step of the process basically. So they're letting the loan officer know, hey, I'm very interested in
• 27:06
  this and then the loan officer takes it from there. So it's an introduction point really.
• 27:12
  That's coming from a trusted person. So think about the real estate agent. They have the flyer
• 27:16
  in the house. The home buyer is curious about the home. They want to run some scenarios on their own.
• 27:24
  What we've also heard is the listing agent uses it as an opportunity to talk about, well, we could
• 27:29
  talk about seller credits or a buy down or different information that the home buyer might not be
• 27:36
  thinking of. Yeah. And so it's an educational opportunity. So do we have then two different
• 27:42
  use cases? One is it's an open house situation where we don't know who the people are coming through
• 27:46
  scanning codes or clicking links. So that's going to go to some type of, and I can see an image on
• 27:50
  your page, kind of a branded landing page, if you will. But then the other use case is if I'm the
• 27:56
  LO and I've been working with this potential buyer and they're just trying to find a home,
• 28:02
  right? The usual kind of timeline of that finding a home and everything. Then any clicking or
• 28:07
  linking they do regarding live real time rate updates goes to scenarios that are built specifically
• 28:14
  for that user's qualifications. Yeah. Very personalized and very relevant and very real. So it's
• 28:21
  the real rates and exactly what they're going to pay. We don't want people getting into a home
• 28:25
  that they really shouldn't be able to afford. So setting those guard rails in terms of the setup
• 28:30
  on the back end prior to is important so that you're creating success for your potential home buyers
• 28:36
  because that's what's going to get you warm referrals in the future from them.
• 28:41
  It's very interesting, very interesting. So I'm thinking like the value proposition, there's
• 28:46
  a number of them, right? But listing agents for one, connect with listing agents.
• 28:53
  This is an interesting thing, especially if the proposition which you're aware of listeners have
• 28:58
  heard probably myself and other guests talk about is helping listing agents with lead conversion,
• 29:05
  if you will, right, nurturing conversion. Now there's various listing agents with different levels
• 29:09
  of success or systems they've gotten placed to do that. However, that would be I think would be a
• 29:17
  conversation I'm having with listing agents. What do you do with your open house leads? How do
• 29:23
  you manage those? How do you keep them update in real time and things like that? What do you say to
• 29:28
  that? I think that gets into how the LO is organizing their current database. So if you've heard
• 29:35
  me speak in the past, I always am a huge proponent of CRMs and how you keep those leads either nurtured,
• 29:42
  organized, the ability to mine your database. So if they are reached out to buy a potential home
• 29:49
  buyer from that source that's on them to then go ahead and organize that into the process that
• 29:54
  they're familiar with and they're comfortable with. Every loan officer is different but being able
• 29:59
  to think about what the outreach opportunity is. So for me, if I was the loan officer and you have
• 30:06
  a potential home buyer reaching out, I would capture that information. But then I would also follow
• 30:10
  up with value. I mean value added services is really something I feel strongly about. And so to be
• 30:16
  able to say, hey, it's great that we connected. I think you're on the right path. Check out this,
• 30:21
  buyers tool that we have for you. It's white labeled to that LO company. And now you just send them
• 30:27
  on their way. They can go searching. The assumption there is that you're doing all the right things as
• 30:31
  a loan officer. You're building the relationship, the commonalities, how that discussion goes so that
• 30:38
  they feel comfortable wanting to move forward with you. Do you get analytics, right? Like other
• 30:46
  platforms, blah, blah, whatever, right? They do analytics, opens, clicks, things like that.
• 30:50
  Yep. Loan officers are able to see the pertinent information that's related to the flyer creation
• 30:56
  or the use of the tool so they can make decisions that way on their own as well.
• 31:02
  So right now, it's an enterprise play, but you're planning on rolling out in the new year,
• 31:07
  the opportunity for individual loan officers to purchase your product, correct?
• 31:12
  Yeah, that's on the road map. That's the plan. You know, enterprise right now is how most of our
• 31:17
  customers are signed up, I think. And we are acquiring quite a few customers at a fast rate.
• 31:23
  It does seem to be the preferred method, but we want to be able to tailor what we offer to
• 31:27
  anybody out there. So that is the plan for phase two. Yeah. What one I've had other folks like you
• 31:34
  on, right? Sometimes there's an individual loan officer listening right now and you perhaps can
• 31:37
  be the internal champion, you know, to bring this to somebody internally if you choose to.
• 31:41
  I've got no, you know, dog in this hunt. I don't get anything for this. I just think, you know,
• 31:45
  I like talking about technology and this is a pretty cool tech. I'm curious, maybe the answer's
• 31:52
  obvious because it's an enterprise sale, but you know, there's other platforms out there that,
• 31:55
  you know, would charge a fee to LOs to bring on realtors. Do you have any insights on what that
• 31:59
  might look like in the in the future? In terms of the cost of the technology. Yeah, we don't
• 32:05
  not specific numbers, but, you know, like for example, let's say I'm an individual LLO and
• 32:09
  and or how does it work on enterprise law, you know what I mean in terms of that? Well, I'll say
• 32:14
  very competitive. If you were to close one deal off of this specific technology and attribute it
• 32:21
  directly back to that relationship that you might have with the listing agent you've paid for
• 32:26
  the system for the next seven to eight years. So it's literally it's it's it's it's a I don't know
• 32:34
  what I can say it's it's not a triple digit monthly cost. No, what I meant by that to be
• 32:39
  spiss more specific and I know some listeners know what I'm talking about is okay, I'm mom and LL,
• 32:44
  I have it. Oh, I want to invite realtors. Well, that's going to cost you X amount per month
• 32:49
  for realtor. Oh, no. Okay. Cool. No, no, no, no, no, no, I would call that nickel and diming.
• 32:57
  It's one flat rate and you get three great features. You can tell that it's the vinyl LLO then
• 33:03
  because yeah, exactly. Oh, there's a lot of stories about that. So no doubt, no doubt. Well,
• 33:10
  this is very cool. So it's the website is called GetUplist.com G-E-T-U-P-L-I-S-T. GetUplist.com.
• 33:17
  You can go there learn more. You can schedule a demo, I guess, if you want, but I would say
• 33:23
  to minimum, check it out and get with Ben and his team to learn more about, is it the right fit
• 33:30
  for your company? And then of course, builders. Let's not forget about builders. You have a functionality
• 33:36
  relevant for builders. Tell me about that. Yeah, it really plays to the builders listing agents
• 33:41
  that they have. So similar to the general real estate listing agent, the opportunity to
• 33:47
  provide those efficiencies at that point because that's a part of the business we don't want to
• 33:52
  forget about. And it's again, when we think about the market, it's a tough market. We got to think
• 33:56
  about where can we go to try and drum up business? And that's one that is another opportunity.
• 34:04
  Okay, great. Very impressive. And I think this is what's cool about technology is going to
• 34:12
  continue to facilitate, which I think, this is again, let me just why I wanted to have you here
• 34:17
  because as you know me, all this tech, all the everything fundamentally, it still comes down to
• 34:25
  conversations with the value. And value, for sure, right? I guess that's an assumption that
• 34:31
  it's going to be a valuable interchange, although that's not always the case.
• 34:36
  You know, exactly. I mean, I think about, well, what am I going to do to I can go to networking
• 34:40
  events. I can post on social media. I can, you know, try and do educational things with my
• 34:46
  partners, but what am I going to talk about? And how am I going to bring that value to them? And so
• 34:52
  I feel like, again, this is an easy opportunity for you to have something to talk about. And it's
• 34:58
  it's not just fluff. It's something that people universally have let me know they think is a
• 35:03
  really great option for them. You keep can I throw you a curve ball question? It's been curve balls
• 35:10
  the whole time. All right. So the future, your crystal ball of the partnership, the alignment
• 35:19
  between L.O. and agent, whatever that whatever the version of the agent, and this is in the spirit
• 35:24
  of the NAR situation, you and I talked about before hitting record. What advice would you give
• 35:30
  or any forecasting crystal ball right around that dynamic that's been existing in our industry
• 35:37
  for decades is the importance of the lender agent relationship going away.
• 35:47
  I mean, I think it's always going to have its place and have value. I do think that
• 35:52
  the home buyer is going to have a stronger voice going forward in terms of the control that they
• 35:59
  have, the options that they have. And that's kind of what I've been thinking about the last couple
• 36:04
  days since NAR came out is how is this going to change things if this doesn't end up being final
• 36:11
  and it'll probably get hung up and appeals. But I think at the end of the day, it's always an
• 36:16
  evolution. So you have to think about all of the different players and all the different value
• 36:20
  you could potentially provide to each of them and make sure you have something in your back pocket
• 36:26
  that's going to help them feel safe, secure and interested in wanting to be a part of that
• 36:32
  conversation with you. Yeah, like that. And that goes along along with what I talk about as well,
• 36:37
  which is the different pillars of business and the sources. So the real estate agent is just one
• 36:42
  pillar. Consumer direct air quotes is another one. And what are those means or funnels, if you will,
• 36:49
  by which you're going to engage with consumer direct? The obvious choices, right? Run ads, paid
• 36:55
  leads, social media. But then there's the other integration points where you know, you building
• 37:00
  your own database of consumers, potential buyers. And then what are the mechanisms by which you can
• 37:08
  use that? And I just think this is an example of another one of those tools that you know, you can do
• 37:11
  that with. Yeah, for sure. All right, Mr. Ben Smith, any final parting words of wisdom besides,
• 37:18
  go to getuplist.com and check it out. No, I appreciate the time. And this was fun. Yes,
• 37:24
  fun as always. Sorry, it's been so long, but hey, you know, we're both very, very busy. So
• 37:29
  thank you for making time and sharing with our listeners. Thank you.
• 37:33
  All right. Hey, by the way, listeners, you know what to do if you like this episode, leave a review
• 37:37
  if you don't mind and or share it with somebody that you think would find it useful. So
• 37:41
  appreciate you tuning in. We'll see you on the next one. Bye for now. Hey, guys, what's up?
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