Latest / Mortgage Marketing Radio / Ep 148: Closing Over 800 Loans with The No. 1 Female-Led Mortgage Team in AZ

Transcript

Ep 148: Closing Over 800 Loans with The No. 1 Female-Led Mortgage Team in AZ · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
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,
0:15
it 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
This 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
0:35
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.
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Don't miss out.
0:57
Go check it out right now, visit LOKestudy.com and download your free copy today.
1:17
Welcome to Mortgage Marketing Radio.
1:19
And brought to you by the Mortgage Marketing Institute, your number one source for truth
1:24
in mortgage marketing.
1:25
Hey, what's up people, Jeff Zimper.
1:29
Once again, bringing you a hot episode, dropping it like it's hot because it is.
1:35
In this week's episode of Mortgage Marketing Radio, so glad you've tuned in.
1:38
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Help me out.
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Glory, glory, Dan United.
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So if you're listening, Dan, Facebook message me your shirt size, your T-shirt size that
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So what Glory, Glory, Dan United has to say is great show.
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He's been listening for a few years now.
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Thank you for that.
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I always appreciate the honesty and passion Jeff brings to the community.
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I often find myself thinking, I'm glad I am hearing this and hope my competition isn't
2:47
listening.
2:48
Keep up the good work.
2:49
Well, Glory, Glory, Dan United, we're glad you're listening to.
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And the real question I have for you is what are you implementing?
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Take one idea out of each episode you hear and decide to implement that some point in
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If you want to leave a review, you know what to do, leave a review, you too can get a
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Oh, and also if you're looking for more community, more great content, check out our Facebook
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Just go over there and type in the search bar, mortgage marketing radio, the podcast
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group will come up.
3:26
You've got to ask for admittance into the podcast.
3:29
This is for mortgage loan originators.
3:31
I have gotten requests from all kinds of people from across the world who clearly aren't
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involved in mortgages from people that are trying to sell products and wares to you.
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They are rejected.
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There are a few questions we ask when you come into the group.
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If you successfully ask those questions, should you successfully pass that test, you'll
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be permitted into the group and got access to all the special goodies we've got in there
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for you.
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So go check it out.
3:55
And then lastly, if you're looking for even more training better resources to implement
3:59
some of the ideas you've heard here, you may or may not know that we're helping originators
4:03
become modern originators by providing them content tools and resources to help them succeed
4:08
across the three main pillars of business and that's past clients, referral partners and
4:14
digital presence.
4:15
So if you want to learn more about that, we are going to be opening up enrollment and
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membership in the mortgage marketing pro membership coming soon.
4:22
For now, need to get on a waiting list, go to mortgagemarketing.pro.
4:26
You can put your name and hat there and we'll let you know when we make that available.
4:31
Okay, so transition into this week's episode, I am so excited for my special guest who
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we've got here on this episode and her name is Lizzie Hofer and she operates out of the
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Phoenix, Arizona area and she is just a rock star, if I could dare say so.
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She is a senior loan officer with a guild mortgage and she runs the number one female lead
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mortgage team in Arizona for several years now and she is cranking it, she is building
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a brand, she is leveraging education, she is got a podcast, she's got her own YouTube
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channel now that has almost a thousand subscribers and her view count on that is pretty great.
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We talk about that on the podcast.
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She's starting to finally generate leads after about three months, she started to get inquiries
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from her YouTube channel, she's posting once a week, we're going to unpack that.
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We are going to dive into her number one source of business, now get this guys, how much
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production has Lizzie done, year to date, 856 loans, 856 loans.
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Now you may ask all, is that all her own personal production?
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I'm going to let you listen to the interview so you can get the real answer to that because
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I think she has an awesome answer to people when they hear that kind of volume and most
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people default to, yeah, but that's not just her, she's not the only originator.
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Well, listen to her answer to that because I think it's one of the best answers that
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I've heard when people kind of raise that issue, if you will, but seriously, she's a superstar
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lady and she's busy as all heck, so I appreciate her being here on the podcast.
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Her number one source of business, as I was going to say, is events, real estate agent
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referrals, teaching classes, leading with education, she's got the heart of a teacher.
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She teaches two to three classes a week, people get that, all right?
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So it's just a great kind of a crash course in how a mega producer originates all of
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this business and still has a life.
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All right.
6:31
So with that said, I hope you liked this episode.
6:33
If so, leave us a review.
6:34
As always, you can reach out to me, you know, where to find me for right now.
6:38
Let's get into this week's show.
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Lizzie, welcome to the show.
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What?
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Well, thank you for having me.
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I'm super excited.
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It is a pleasure to have you, especially somebody who's as busy as you, we were talking
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just before record.
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And I think it's funny that when we're recording this, you know, I said, hey, it's Friday,
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right?
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Let's have some fun.
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And you said, yeah, it's the start of my week.
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So your Friday is Monday.
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And I think any loan officer can relate that, oh, you mean there's such a thing as a weekend?
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No.
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It's like, you have some client event for the Lord, you know?
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Yeah.
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And we're going to definitely talk about that.
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So, for the listeners, give your version of who's Lizzie, what's she all about?
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How long have you been in the biz and give us a sense of your kind of year to date numbers?
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Totally.
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So, I got into the mortgage biz in 2002 when I was 19 years old, I started as the receptionist.
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I had, you know, done a lot of sales.
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I was raised by a salesman.
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And as a receptionist, I got to listen to everybody, you know, they used to call them sling
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and loans and just make a dial for dollars.
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And one of my tasks was to just shred like this, I mean, it was like five or ten inches
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thick of just dead leaves.
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And I was like, hey, can I call these?
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I'll do it for free.
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And if I convert one, well, you pay me 50 bucks for it.
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And I got a bunch of people to say yes.
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So I ended up moonlighting as a dialer.
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And that's kind of what started me into like really becoming a loan officer.
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I did a bunch of other jobs, I worked in processing, you know, it was a loan officer system.
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I didn't formally transition into sales full time until, you know, 2008, but I had been,
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you know, quote unquote, sing and loans on the side, you know, pretty much the whole time.
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So I, you know, have been a top producer for a long time.
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I would say more notably in the last like five years, for those of you who have followed
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my story, you know, I had a really public firing five years ago.
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You know, just like most people in the mortgage business, you know, we all have dysfunctions
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and we're emotional.
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So we got to stop right there because you're going to need to unpack what do you mean by
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that?
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Because I'm sure not everybody knows what you're referring to.
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But I know we can get online and look it up.
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But let's, why don't we just have you tell us?
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Oh, yeah.
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Well, I was just about to.
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So, you know, this is a business that's highly emotional.
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It attracts.
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It's like if you're successful, you've got you've endured, right?
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There's some, there's some shit you've gone through, right?
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Servo filling word dysfunctional.
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And the thing is that no one ever teaches you how to channel that or how to lead or how
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to manage.
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And when you're a highly dysfunctional person in a very dysfunctional business, that can
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get the better of you.
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So I was a brand new mom.
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I had just gotten married.
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We're having some financial issues and every loan mattered to me like more than it should
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have.
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So I became a work terrorist.
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You know, there's some people listening to this podcast, so I wonder if I'm worth it.
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You have to ask yourself that question, you're 100% a work terrorist.
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And it's rare to get fired for your job in mortgages as a top producer.
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So you know how to be really bad.
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And that was a pivotal moment for me.
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It really made me, you know, take a second look at who I wanted to be, how I was leading.
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And I spent the last like, it's now been six years.
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Really focusing on leadership, growing, you know, leading with, with purpose and passion,
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right, to do the right thing by client and then attracting people that just support that
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same vision.
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So I mean, it's been a journey.
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And you know, at the time, you know, I felt it was the most humiliating thing that ever
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happened to me.
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But honestly, I don't know how else you, you have like what other things will give you
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such a strong mental shift, but at the time I had closed like 167 loans.
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And I was a, you know, top producer, I thought my ship didn't stink.
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And today I've closed eight hundred and fifty six steals, right?
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And I'm a way better leader, way happier person.
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I don't think anyone would ever call me a work terrorist.
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And so it's just been a fun ride.
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Wow.
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Yeah, fun ride.
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That's a good way to describe it.
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So just to clarify though, for eight hundred and fifty six, that's year to date.
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Year to date.
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Yeah, 2019.
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And this is November when we're recording this.
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That is a ton of volume.
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So whenever we hear that, people are curious what's your team set up.
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You know, and you know where we're going this, right?
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I mean, is that all you?
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Do you got juniors?
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So can you break that down?
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So I have no junior loan officers, however, I don't do this alone.
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So that's like one thing, you talk to majority of all the clients and I definitely originate
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all the loans via events and classes and social media and stuff.
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The way that my team works, I have a bunch of people who call and take applications and
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needs list book appointments.
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I have people like me who have underwriting experience, who pre-underwrite the files
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and then I have people who take it from contract to close.
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So it's kind of an assembly line of everyone just stays in their own swim lanes.
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But I am the one that originates all the deals.
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However, you want to consider that, right?
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Because however, but I don't have people originating under my name.
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Right, right.
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Exactly.
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You're the rainmaker, but you've got the people to do the other stuff, right?
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Move them through the chain, the on down through the pipe.
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Totally.
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But however you build your business, however you build your business, can I just say one
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thing?
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Please.
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It really bugs me, those people that go, well, that's not really real because they have
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like five people underneath them.
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You guys, management is the hardest job known to me.
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In fact, it's like the hardest and my least favorite.
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So those people who have teams that are built on managing other salespeople, let me tell
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you their job sucks and it's really hard.
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And you shouldn't try to discredit their hard work because you haven't built success
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to your own expectations.
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Okay.
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Like those kinds of comments come straight out of jealousy and not out of like inspiration
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and abundance.
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And, you know, if you want more numbers, just work harder.
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Yeah, yeah.
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Maybe if the magic button works, all right, close enough.
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I love what you said there applause, 100% because look at the people who are saying that,
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right, do you have a business mindset or are you a salesperson mindset?
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So you can be a salesperson or you can be a businessperson, clearly you're a business
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person.
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You built a business, right?
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And that's the smart way to go if you really want to scale this thing.
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So good to do.
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I mean, you know, I know you know that bus, you're asking work hard to do that stuff.
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Okay.
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So you mentioned a couple of things.
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I want to start unpacking sources of business, main source of business, real estate agent
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education.
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So I teach and coach a bunch of real estate agents on business, business ideas, plans,
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execution, prospecting, you know, I was a diolar for a really long time.
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So I mean, that's a lot of where my expertise comes from.
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But I also teach marketing.
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You do a bunch of education online towards consumers, you know, teaching them about money,
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money principles, basic finance terms, you know, but I have a very large educational
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platform full of events and a lot of like social platforms.
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Does it have a name?
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So my, I actually just started a podcast and it's the same thing that we, it's called
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smart sense.
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It's a guide to like personal finance.
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Mm hmm.
14:10
Okay.
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So you have a podcast, right?
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Let's take that for a second.
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It's just audio only.
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It's audio only and then we have money to Monday.
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And then we have a guide and well, you'll see in 2020, we were rolling at a home by
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our education class called smart sense, which is the same name as the podcast and the
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same name as a buyer guy.
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All right.
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I'm feverishly taking notes here because what I'm hearing is you've kind of moved into
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what I'll call a modern originator, right, with some of the strategies and stuff.
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So you're doing obviously the more traditional getting face to face with agents, you're teaching
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agent classes, right?
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On.
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How often do you do those classes?
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I do three to four a week.
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Three to four a week.
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Wow.
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Yes.
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And that's interesting because you may, you probably don't know because you and I haven't
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really spoken before, but those listening know that I'm a big proponent of teaching
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agent classes and that's how I did it for many years.
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And your, your topics are quite varied.
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Like you said, business planning, social media, all the stuff that they need to learn to
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grow their business.
15:06
Yeah.
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It takes to grow business.
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I can't even teach on pianos, you know, balance sheets, you know, when should make your
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first hire, how you train people.
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I mean, so what's crazy about real estate and mortgage, just in general, is that we're
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industries that have and provide very little training for employees, and if you're looking
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for training, typically you pay an outside firm to train you on how to do it.
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So because there's a need there, and if you're any good at it, this is where you can solve
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the problems of your best referral partners and clients.
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How long have you been doing that teaching classes?
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Almost the entire time.
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Almost the entire, which is how many years roughly?
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2008 is when I started, you started with finance classes.
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Okay.
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That's what I knew how to teach on.
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Sure.
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So is that the main funnel for you for agents?
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Yeah.
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So I have a couple things.
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So I have a newsletter where I talk about like what my predictions are for the economy
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and how it's impacting interest rates and how they can, you know, communicate those messages
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to clients.
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So that's the newsletter, my events, for sure.
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Mm-hmm.
16:17
Okay.
16:18
Alright.
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Yeah.
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Doing a lot of events.
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Sometimes I'm reluctant to ask certain questions like, uh, well, how many average attendees
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are you getting at the events?
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I mean, because being one who's done a lot of classes, I know that's really not the
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hallmark or the benchmark for success, but I'm just really curious.
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Okay.
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So any class will be somewhere between 10 to 40.
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Wow.
16:37
Okay.
16:38
Great.
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10 to 40.
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So you've obviously built up your awareness and your presence in your local market big
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time with agents.
16:45
Yeah.
16:46
Okay.
16:47
Do you have anybody helping you with those like title, escrow, home warranty?
16:50
Um, yeah.
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I have a couple of title partners that help me fill those events.
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Okay.
16:55
Great.
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So do you come up with the content, the topics to, because that's a lot of content.
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So I am constantly trying to stay ahead of the game in terms of business, just as it is.
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Our industries are changing at a rapid pace.
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Yeah.
17:12
I really feel that in, if we're going to be relevant in the next five years, we have to
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make ourselves, uh, celebrity loan officers, right?
17:19
We really have side value in a way that we've never had to in order to compete with the
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quickens of the world.
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Uh, I just think that in order for me to stay ahead of it, I have to be learning it.
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And if I'm learning it, I'm teaching it.
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Hmm.
17:33
Why, why, so you mentioned a couple of things there like, uh, beat the quickens of the
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world.
17:37
Stay ahead of them, so to speak, um, it's with technology like it used to be that they
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needed to come to us because we had the expertise, right?
17:47
Take your tax returns.
17:48
I could look at them.
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I could analyze them.
17:51
That would be what separated me from somebody who worked at a call center, okay?
17:55
Well, technology has gotten so advanced and it's going to continue to advance in a way
17:59
that maybe technology can review a tax return better than we can.
18:04
Or maybe there's fewer and fewer clients that actually need our expertise.
18:08
And, um, I think the call center guys are getting better training.
18:12
I think they understand branding.
18:13
I think that, you know, um, I mean, quickens has like JD power,
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associate awards for customer service, timing, interest rates.
18:21
I mean, whether or not that's true, right?
18:23
Actually true.
18:25
They're we're seated.
18:26
The perception is there.
18:27
Yes.
18:28
And so as technology advances as these real estate companies start owning mortgage
18:32
companies, you know, like Keller Williams, uh, open door.
18:36
I mean, they're all looking at heading that direction.
18:38
Zillow.
18:39
Big conglomerates, right?
18:41
There's going to be, you know, big banks.
18:44
And then there's going to be those people that really provide value in a way
18:48
that's beyond what you can Google.
18:51
You know what I mean?
18:52
But like when people come to me, I'm actually teaching them about finance just in
18:56
general, but I'm giving them a strategy that actually coincides with their goals,
19:01
right?
19:01
So they're not calling me going, I want a 30 year fix.
19:03
I'm calling them and saying, why do you want a 30 year fixed?
19:07
You know, because there's a variety of different loan options, we have to become
19:11
better financial advisors if you want to have any kind of relevance.
19:16
And the only way for that to be communicated is to have really good social media
19:19
marketing, is to have really good ads, is to have a really good community platform.
19:24
So that's the direction that I'm taking my business.
19:26
That's, I feel very passionate about it, you know, whether or not people believe
19:30
that that's the way that it's heading.
19:32
There isn't really a negative side effect to really going all in on this, you know,
19:36
either I just have better marketing or I really, you know, hedge the curve there.
19:41
I like that.
19:41
There's no negative, you know, you have better marketing and what could be the
19:45
downside of that more awareness, right?
19:46
Yeah.
19:48
So when did you start doing videos?
19:51
And, you know, I'm going to bounce around a little bit based on what I'm looking
19:54
at here on your website, but you've got a YouTube channel.
19:56
Is that relatively new?
19:58
Yeah.
19:58
So I started a video about in 2018.
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And, you know, it was a little bit difficult for me because I am, you know,
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self conscious, like the rest of America.
20:10
Sure.
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Just hard for me to be really consistent.
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And then 2019 was when I decided that screw it.
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I was just going to do it every five and three years of STEM whole year.
20:23
You know, so just mainly this year, but I did start last year just.
20:27
Well, just just to hang out on YouTube for a minute, you know, knowing a thing or two about YouTube,
20:31
I think my first video on YouTube was 2006 or seven.
20:37
Um, and I went on and off for quite a while, but I'm looking at your channel.
20:41
And you've got some pretty good engagement.
20:43
You got 900 as of today, 983 subscribers, 28,000 views.
20:48
You got 48 different videos.
20:50
That's in your view count, like per video is really solid.
20:54
Yeah.
20:54
I think we're getting some good topics there.
20:57
Yeah.
20:57
And we'll put links to all your stuff in the show notes, by the way, for people like listening.
21:00
So you can go look at that.
21:01
Um, but is there any like the YouTube or the video in general?
21:05
Is there any kind of notable impact that you've realized since you started video?
21:10
Um, here's what I will say in order to be consistent, you have to talk about something
21:14
you're actually passionate about, right?
21:17
Because otherwise you won't continue to do it.
21:19
It'll be difficult and you'll figure out a million reasons why something else is important.
21:23
Okay.
21:24
So it has to be in something you're passionate about.
21:27
I'm, I, while I'm extremely competent in mortgages, it's not my passion.
21:32
Like if I'm getting real, like I go, bring up Jack in a box to go, oh my god, let's talk about that.
21:37
Another 10 or three, baby.
21:40
Now I'm grateful and I don't want that to come off the wrong way.
21:43
But I'm passionate about teaching people about practical finance.
21:47
For me, I feel like that's the way that all of us will win.
21:50
And so it's easy for me to record those videos, make it a priority because it is fun for me at the same time.
21:57
So I feel like once you understand where you're really providing value and it's something that makes you excited
22:03
and you're going to be consistent at it, you'll have a message that transcends after video 23.
22:09
Okay, so I do 23 videos before I started getting some leads in, right?
22:14
I definitely get leads.
22:15
It's another value, you know, value add to my current clients, right?
22:20
Now they get a whole video library on different things that they can watch and see.
22:24
You know, so there wasn't a negative side effect, but I was 23 videos before anyone reached out to me organically and said,
22:31
hey, I'd like for you to help me with my home loan.
22:34
And has that been happening since you've been consistent?
22:38
Yeah, you know, I mean, again, it's not like a, it's not a floodgates now.
22:43
No, but this year alone, like I've generated 72 different leads off a video and that for me is huge.
22:52
All right, so what you said was you got 72 leads from video roughly since when is that roughly timeline?
23:00
This entire year and that's on Facebook, it's videos on YouTube, it's videos on Instagram, it's all of the video.
23:08
All right, and so these are people reaching out to you.
23:10
This is organic.
23:10
These aren't paid leads, right?
23:13
Now what I know about people who come to you via video is that they're, I'll use the phrase pre sold, right?
23:20
They already have built up some awareness, some trust of you.
23:24
So here's what I will say.
23:28
That is true.
23:29
And then it's also, I, we had a big learning curve on leads that were sent to us just coming online.
23:38
They really, really expect to talk to me.
23:41
Oh, of course, yeah.
23:42
So that we had a lot of attrition at the very beginning because we're not used to all the sudden being called
23:48
by a member of my team.
23:49
There was no handoff, they didn't stand on my team work.
23:52
Actually had to really work on those processes.
23:54
So I would love to say that I converted all of those deals.
23:57
I did not, but it taught me a lot about the differences between these.
24:02
And have you changed, have you changed your process at all?
24:05
Oh, 100%.
24:07
Yeah.
24:08
Now, that's interesting.
24:09
You say that because earlier I wanted to ask you about your process, you said you take most of your apps.
24:14
So while we're there for a moment, maybe if you could articulate,
24:17
let's just say you get a real to referral, which I know you get a lot of,
24:21
how do you handle that?
24:22
Does that go direct to you or what's the process there?
24:24
It typically goes to my team and how it works is like all the ones that get pre-qualified.
24:30
I, you know, reach out to either via text or I call them personally just to see how everything went.
24:35
They schedule a meeting with my office.
24:37
It'll be with me or maybe with somebody else on my team.
24:39
If it's not with me, I'll follow up with them again after the meeting to make sure everything's okay.
24:44
I do honor checks throughout the entire process.
24:47
And then I also call every client for their CD to go over the numbers.
24:51
Got it.
24:52
And so you've obviously had to educate your realtors a bit on that process.
24:56
Totally.
24:57
Yeah, because again, back to expectations, yeah.
25:00
Yeah, it's that.
25:01
So that's the only obstacle with, or generating leads on lines, people want to speak to me.
25:06
So you've gotten better at it.
25:08
You know what I mean?
25:09
And just communicating and saying, oh my gosh, we're so excited.
25:11
This is where you found us.
25:12
It's so incredible.
25:13
Does he cannot wait to talk to you if it can't be me, who answers?
25:18
And then they just say, here's the first step in the process.
25:22
How many of the front-end people do you have that handle those types of calls for you?
25:27
I have six.
25:28
And then I have four pre-approved people on top of me.
25:30
And are they licensed?
25:31
Those front six?
25:32
Everybody on my, everybody on my, everybody is.
25:34
Like in fact, I'm in the process of getting my receptionist licensed.
25:39
Just in case.
25:41
You know what?
25:42
I like for a team that can just literally all dig in.
25:46
Like if we have a call night, I want everyone calling.
25:48
If we have me Tuesday updates to be called for processing, everyone calls.
25:52
Okay, let's get leveraged.
25:54
No, very smart, very smart.
25:56
Again, you're building a business, right?
25:58
One that can actually survive and thrive.
26:00
That's not 100% solely dependent upon you.
26:03
Now, granite, you may be the rainmaker, but you know, it's like you said earlier,
26:07
and you're not the first top producer I've interviewed who said they're not passionate about
26:11
doing loans, right?
26:12
They're passionate about some other element of the mortgage business, like educating teaching
26:17
all that stuff.
26:17
No one's passionate about mortgages.
26:19
I have yet to meet one human being who's like so passionate about mortgages.
26:25
In fact, most grown-ups don't even know the basic fundamentals of like amortization
26:29
and true funding, unlike, you know, why the prepaid interest
26:34
isn't, doesn't match up to the loan amount on the piece of money.
26:38
Right, right.
26:38
You don't really understand the fundamentals themselves, so I have yet to meet
26:42
somebody who drinks the Kool-Aid to that extent.
26:45
Agreed.
26:46
All right, so back to the video thing for a moment.
26:48
In regards to YouTube specifically, do you batch film content?
26:53
No.
26:54
Well, I'm like one or two weeks ahead of like the market, you know,
27:01
or the week that it comes out, but eventually I record every week.
27:05
I know you're trying to post once a week on YouTube.
27:07
I just post once a week.
27:08
Once a week.
27:09
Okay, cool.
27:09
Well, that's perfect.
27:11
I know a realtor I've interviewed Karen Carr out of Georgia.
27:15
She's been doing it for two years, one video a week.
27:18
She gets on average now five to six phone calls a week
27:22
from people watching her YouTube videos saying we've been watching your YouTube videos
27:26
for three months.
27:27
We're ready.
27:29
I know, and so I feel like that'll happen too.
27:32
I just have to.
27:33
Yeah, oh, it'll happen for sure.
27:35
100% and you're doing a good job of it.
27:37
By the way, the videos are professional.
27:38
Are those shot in your office or is that a studio?
27:41
They've been shot kind of everywhere in my house, the studio in my office.
27:45
Yeah, but I mean, you got all the right things, right?
27:47
Lighting, good quality, all that kind of stuff.
27:49
So kudos to you.
27:53
Any other things you're doing that you think are needle movers for you
27:56
when it comes to digital online, anything?
28:00
No, I'm using a lot of the typical influencer strategies.
28:04
Which means?
28:06
You know, I mean, constantly communicating to my client online and giving free tips,
28:12
teaching in person.
28:14
Mm-hmm.
28:15
All right, let me hop pop over to you.
28:17
Where do you get the most engagement?
28:18
Personal or business page?
28:19
I don't really have.
28:21
The business page I only use for ads.
28:23
So I've really used it.
28:24
So it's mainly personal.
28:26
All my pages are public.
28:27
And so yeah, you respond to all my own messages.
28:31
You do.
28:31
Okay.
28:32
Nice, nice.
28:33
You're very active out and about.
28:35
You're not sitting behind your computer all day.
28:38
No, obviously.
28:40
What is this?
28:40
I'm now for those that aren't watching the video portion of this,
28:43
but you're somewhere where there's a picture that's this neon lights leave Lizzy alone.
28:48
Yeah, that's in my office.
28:49
Oh, that's wrong.
28:51
But it's A-L-O-A-M, leave Lizzy alone, right?
28:53
Get it?
28:56
That's nice.
28:56
Looks like a pretty cash setup where everybody's kind of coming hang out.
29:00
Is that where your classes happen a lot too?
29:02
Nope, they happen all over the place.
29:04
I find, you know, if I can go into a realtor's office, that's better.
29:07
You know, it's classes.
29:08
So I teach them all over the place.
29:10
I'll be occasionally teach things in my office.
29:13
I run a really dynamic team meeting on Monday where we invite a bunch of people,
29:17
so it helps us recruiting, it helps with, you know,
29:21
agent introductions.
29:22
What do you mean you invite a bunch of people and who would be there besides your team?
29:26
I invite whoever wants to come.
29:28
So agents, potential loan officers, team members.
29:30
So you bring in like a guest speaker or something to deal with the topic or?
29:32
Oh, I do the whole need.
29:34
You do it.
29:34
Okay, got it.
29:35
But agents are invited to come.
29:36
People really want to work with me if they've got to see how we operate.
29:40
Hmm, interesting.
29:41
So tell me about that then.
29:42
Tell me what is your kind of recruiting process for agents.
29:46
I mean, obviously, you probably already have,
29:48
let me rephrase the question.
29:49
How many quote core agents are your A-players right now?
29:55
I have 22 accounts that send us the majority of our business.
29:59
Okay, 22 accounts.
30:01
How do you keep the fence around them?
30:03
Is that just your content, your classes, your education, all that?
30:07
I don't, yeah, I mean, I'm constantly trying to provide them with value.
30:11
I coach a lot of them.
30:12
You know, I feel like because I try to stay ahead of most the curves,
30:17
I'm a very valuable business partner.
30:20
All right, so you try to stay ahead of the curve.
30:22
You mean like staying on top of digital marketing,
30:26
like you said, building your brand, stuff like that?
30:28
Like when you use me as a lender,
30:29
like I probably know your numbers of your business better than most.
30:33
All right, like I can really go through there and go,
30:36
hey, here's what we need to tweak on the canal.
30:37
Here's where all the leads are coming from.
30:40
Here's our conversion issue for this month.
30:41
Here's what we need to tweak on this end.
30:43
Here's what my team's doing for you.
30:45
Like, loan officers, most, I haven't met any that do it to that extent.
30:50
Like I do, I'm a nerd when it comes to like numbers and metrics
30:54
and figuring out process, you know?
30:58
You know, I could geek out on it for days.
31:00
But like most loan officers,
31:03
their number one offer to a real estate agent
31:07
is that they're going to pick up their phone and take their beach.
31:09
Right.
31:10
And yes, you better be doing that and believe it or not,
31:12
there are people who actually don't do that well.
31:15
But if you really want to deal with people who run big teams
31:19
and also run businesses,
31:21
you have to be more of a business partner.
31:24
Like it just be, I'm a greatly taker.
31:26
It's how am I going to bring you business,
31:28
how am I going to amplify the conversions that you already have?
31:31
Right.
31:32
Like, how is choosing me going to be the right business decision for you?
31:36
And it shouldn't just be about like customer service to the clients.
31:39
These are all baseline items.
31:41
Closing on time, making the clients happy, being responsive.
31:45
Like if you're not that, right,
31:47
you shouldn't even be in the conversation,
31:49
but you have to do that and then something else.
31:52
Right.
31:53
In terms of becoming a business partner,
31:55
then where do you stand with the premise that,
31:59
because I get what you're saying,
32:00
the customer service and everything,
32:03
the premise that some agents want you to help
32:06
co-pay for leads, Zilla, for example.
32:08
Where do you stand on all that?
32:10
I think that if you're a true business partner,
32:13
then you partner.
32:16
And I don't think that there's anything wrong
32:18
with investing in your business.
32:19
I think healthy businesses have a 20 percent,
32:21
you know, budget towards marketing.
32:24
Local and officers don't pay for their own marketing.
32:27
And if you do it right and you have the right conversions
32:30
and you understand that those leads are your leads too
32:32
and that you're working them just as hard or even harder,
32:36
I mean, I don't see any negative side effects of it.
32:39
Not what I hate about Zilla is I feel like we've funded our competition.
32:42
So that's that.
32:44
But in terms of, you know, doing a joint adventure
32:48
with a real estate agent to get online meat capture,
32:50
I think that it's smart.
32:52
Have you tested any of those yet?
32:54
Totally.
32:55
And obviously it's got to be the right agent, right dynamics, all that, right?
33:00
My best accounts send me all of the deals that they can.
33:03
Do you know what I mean?
33:04
Yeah, they don't do the three-card approach.
33:07
Well, you know, they may, but I mean, we're converting them.
33:09
You know what I mean?
33:10
It isn't just about the leads.
33:11
It's more about like, hey, we're in business together
33:14
trying to provide the best service to people.
33:16
Right, right.
33:17
Well, they see you.
33:18
This is what you're kind of talking about.
33:19
You're an extension of their team.
33:21
And I was talking about this earlier with somebody else
33:23
about a lot of the top producers I interview.
33:28
They do believe firmly that their customer process is a differentiator.
33:33
Because somebody people give lip service to great rates,
33:36
great service, whatever, great service means different things.
33:39
And while people can talk about great, great service,
33:41
that doesn't mean you're actually delivering it, you know?
33:44
You've been really communicated to the ex
33:46
like marketing bad customer service.
33:49
Like, come with us.
33:51
You've got to be like, hey, we close in 26 days.
33:54
The average lender closes in 30 days.
33:56
Hey, you know, 16 touch approach on converting leads
33:59
versus the average lender those two.
34:01
I don't think you communicate good customer service,
34:03
but it is relative to the client's needs.
34:05
Right.
34:06
So I mean, for me, guys, I'm a business person.
34:10
Businesses need marketing.
34:11
They need promotion.
34:12
They need ads.
34:13
They need conversion.
34:15
They need metrics reporting.
34:16
All of that stuff.
34:17
So I'm not a hater.
34:19
I don't think it's a negative thing to go
34:21
co-branded with your agents.
34:22
I think if you're truly their partner,
34:24
and you really want to be there for the long haul,
34:27
it's something to consider.
34:28
Just make sure you're compliant.
34:31
Interesting.
34:32
Are you messing around with Facebook ads or anything like that?
34:36
You know,
34:38
no, primarily this year for me was really getting down the messaging.
34:43
Like, I don't like to just post out crap.
34:46
And I really have a message to really go out to consumers with.
34:49
I feel like now towards the end of 2019,
34:52
I know what that is for me,
34:53
and I know how I can really be a value in an area
34:56
that I'm passionate about
34:57
that I can see myself doing this
34:59
for three to five years for free.
35:02
Because that's what it really takes in marketing
35:04
and like, if you really passionate about a cause,
35:07
like, you have to be willing to do it for a long time
35:09
because it's about service,
35:10
not about what it's in return.
35:12
Like, if you're always thinking about what I get in return,
35:16
like, it's where that you're doing things one for the right reason
35:19
and you're probably not passionate enough about it
35:21
because I feel so passionate
35:23
that regular everyday consumers don't have access
35:26
to understanding the financial principles
35:29
that will get them the best home deal.
35:32
Because I really feel like that's a thing.
35:35
I'm passionate about educating them,
35:37
even if it meant that I got zero leads.
35:40
Right, just because the cause to me is so important.
35:43
Yeah, yeah.
35:44
So you're why, so to speak,
35:46
it's more of the financial education piece of it.
35:49
Yeah, I really think that people don't get it.
35:52
Like, they just have no concept.
35:54
It's like the only guy in the game is Dave Ramsey,
35:57
who basically teaches people,
35:59
hey, you need 20% more than 15 years alone.
36:04
Yeah, I never have any debt.
36:06
You know, I read his quote the other day,
36:08
it's that don't buy a new car
36:10
until you have a million dollars in that savings.
36:12
And I was like, what?
36:14
Well, because he wants everyone to buy used cars.
36:16
I know, I know, I get it.
36:18
But that's just like,
36:19
that's not realistic, that's not real world.
36:21
Well, he's like the AA when it comes to credit.
36:25
If you've had credit issues,
36:27
if you did all that stuff, he's your guy.
36:30
That's funny.
36:30
But the rest of us, we need regular everyday stuff,
36:34
but he's the only one out there preaching
36:36
and he's done an exceptional job.
36:38
I have nothing but respect for him.
36:40
But I also feel like there should be another voice out there.
36:43
Have you heard of Rick Edelman?
36:44
No.
36:45
You need to listen to Rick Edelman.
36:46
He's the, I don't want to say the opposite,
36:49
but he is a big believer.
36:50
I had him on the podcast.
36:51
So I need the link if you want.
36:53
I'm not a list.
36:53
Now I'm going to go Google him after this.
36:55
It's RIC.
36:56
It's like Rice Delman, Rick Edelman.
36:58
He's got a huge, he is the alternative to Ramsey.
37:01
He's got a huge podcast, huge independent
37:04
financial advisor, but he's got about seven books out.
37:07
But he's a big believer in, and I talked to him
37:10
on the podcast about this.
37:11
Take out the biggest mortgage, longest term mortgage,
37:15
you can afford for all the obvious reasons of tax deductions
37:19
and all this stuff that goes into it.
37:21
I don't read into a biggest and all that, right?
37:23
Conceptually, you get what I mean.
37:24
It's like versus the 15 year
37:25
where you're going to be strapped for the payment.
37:27
That's not a good thing, right?
37:28
You want to maximize your tax deductions and that's
37:32
a bit more practical than that, to be honest.
37:34
High approaches, if you can evaluate what you're spending,
37:40
how much you're making, right?
37:41
Actually taking home, what you have in the bank
37:44
for rainy day, do you need to reduce debt, right?
37:47
And then hoping on returns and then timing, right?
37:51
How long do you plan on keeping the investment?
37:52
How long have you been doing items?
37:55
If you can evaluate all five of those things,
37:58
then you know if you're making a smart decision, right?
38:02
And so that's why we called it smart sense.
38:05
That's what smart stands for.
38:07
And teaching people that 30 to 50% of your net take home income
38:12
is appropriate for your housing payment so long
38:14
as you don't have a ton of discretionary debt.
38:16
And what should go into a budget?
38:18
And how much you should have for savings?
38:20
And then how can you reduce debt at the same time
38:24
of savings and then still living a comfortable lifestyle?
38:27
For me, it's more practical living.
38:29
And then understanding concepts like,
38:32
what an annual percentage rate is,
38:34
why a 30-year fixed mortgage versus a 15-year mortgage,
38:37
how many different types of terms there are?
38:39
People don't know that a 10-year and a 20-year exists.
38:42
Right, do you use any tools like mortgage coach
38:45
or something else to help you?
38:46
Yeah, I love mortgage coach with a big fan.
38:50
Big fan of the savage.
38:51
Yep, a big savage.
38:53
Shout out to Dave's dad.
38:54
We're gonna do that fist pump that he does.
38:56
There we go.
38:58
Yeah, I'm a big fan of Dave's as well.
38:59
I was using that thing when you had to download it
39:01
to your laptop and all that.
39:02
Get the CDs, it was fun.
39:06
And so what you just went through there,
39:07
what kind of your talk track,
39:09
those are the kind of conversations
39:10
you're having with your clients.
39:12
Totally.
39:13
Which is why it's different.
39:14
What I'm curious about this is,
39:16
what percentage of the market do you think wants that
39:19
versus the, hey, I'm fine with the call center,
39:22
30-year fixed, one and done kind of thing?
39:25
I think that it's information overload for people.
39:27
I think that if rocket market,
39:29
rocket mortgage is awesome marketing,
39:31
but very few people actually use it.
39:34
It's a very big message.
39:35
Really, I mean, look at them a lot of people use it.
39:38
No, they don't actually use it.
39:40
It's like 30 percent.
39:41
Oh, you mean they app itself?
39:42
I, okay, I'll tell you.
39:43
I think they go with quick and home loans
39:45
because it's awesome marketing.
39:47
They still talk to a bunch of people.
39:49
Let me tell you, that company just filled with people
39:51
who talk to people on the phone.
39:53
100 percent, yeah.
39:54
Okay, but I think that people are,
39:58
confused with what they can find online.
40:00
And I think that that's where they gravitate
40:03
towards places like YouTube,
40:05
for their finding information and actual opinions.
40:08
I think that if you can Google it,
40:10
it's not that valuable, right?
40:11
So I have an opinion, right?
40:13
I have a plan, right?
40:15
I'm giving people my perspective
40:17
on how to make the best financial decisions
40:19
and then giving a pathway to success.
40:21
So I think that most people want a pathway to success
40:25
and they can look up all the info that they want online, right?
40:29
But it still makes them uneasy
40:30
to use a thing like rocket orbit.
40:33
Yeah, and all the data and research
40:34
I'm looking at, pretty much supports what you're saying
40:37
is it's the blend of the tech and high touch.
40:41
People want to do their thing online.
40:43
They're from the comfort of their phone,
40:45
but you know what?
40:46
They still want to talk to a human
40:47
to help them navigate through the process,
40:49
both lenders and agents, believe it or not.
40:52
Thank you, huge financial decision.
40:55
I mean, it's not as easy as ordering a cab.
40:57
You got it right.
41:00
I just bring that up because a lot of people
41:01
like to make those parallels,
41:04
that look at how Uber disrupted the taxi industry
41:06
and it's like folks just getting a ride
41:09
is different than getting a mortgage.
41:12
But I will say that technology is disrupting.
41:15
Like when we're beginning that our values
41:18
to come in figuring out how to get you qualified,
41:22
that's not our value anymore.
41:24
Our value better now be making sure
41:26
that you get the right loan for your finances.
41:29
That makes sense that you're explaining
41:31
and giving options, right?
41:32
There's more options
41:33
and there has been in the last five years now
41:35
with mortgage insurance files, FHA,
41:38
all the different conventional loan programs, DPAs.
41:40
I mean, there's a lot more options in the work five years ago.
41:43
Yeah, for sure.
41:45
I'm curious with that,
41:45
is do you open up with any specific script
41:48
that you're trying to differentiate yourself immediately?
41:50
You know what I mean?
41:51
To combat that,
41:52
hey, I'm not like every other LLO, here's why.
41:56
You know, I think that we,
41:58
I think there's a lot of the differentiates us
42:00
with our scripting, but primarily,
42:02
it's, you know, when you come to us,
42:04
like we have you fill out sheets
42:06
like they do at the doctor's office,
42:07
you come into an office
42:09
where you have an in-person consultation.
42:11
Both of those things are very different.
42:13
You know, on our website,
42:14
so our website will be up and running in January,
42:17
but one of the plans was like,
42:18
hey, there are no rockets here.
42:20
You're gonna sit down
42:21
and we're gonna talk basically.
42:23
I love that.
42:24
That's great.
42:25
So you try and drive roughly what percentage
42:27
of people come in on site?
42:29
About 65%.
42:30
65%. Wow, that's good.
42:32
Do you have them start with an online app first
42:34
or is it that call first?
42:35
It's a call first.
42:36
I don't believe in online apps.
42:37
I mean, online apps are for people who like legitimately
42:40
can't do it.
42:41
I think that they never have good information.
42:43
I think it's hard to connect with a client.
42:45
I think your best conversion is to get them on the phone
42:48
and move it through.
42:49
Interesting.
42:51
But you'll adjust like for an individual 65%.
42:53
That's still a good show, right?
42:54
But there are some people that whatever you'll accommodate
42:56
can't make it for whatever reason maybe they're out of the area.
42:59
Yeah, but I mean, honestly,
43:01
you don't convert those that well.
43:03
Of course, yeah, right, right.
43:05
Like if you just want an online experience,
43:07
go to quick and do your thing.
43:10
Well, and again, I think that's why I'm trying to hit this,
43:13
make this clear for listeners is that
43:15
you do have the ability to differentiate yourself
43:17
from the moment the first word you say to somebody, right?
43:20
I love what you just said.
43:21
It's kind of a summarization of like,
43:23
so why am I different?
43:24
And somebody's like pushing back, well,
43:25
I don't want to come in.
43:26
I just give you your rate, right?
43:27
All the objections, whatever.
43:28
It's like, well, that might not be your right customer.
43:30
If you just want to rate, quote, and push a button,
43:32
then we're not for you.
43:34
You know, we're a little bit more delicate.
43:37
I know.
43:38
I'm just from compressing time.
43:39
I'm not going to take you literal.
43:42
I mean, they know I'm full of it.
43:47
Go on, sorry, you're going to say a little more delicate.
43:49
But we're delicate in that, you know,
43:51
it's just like, hey, here,
43:52
I always tell people what the rates are.
43:54
I don't believe in hiding it.
43:55
I don't believe in trying to trick them in a loan app.
43:58
You know, I'm like, here are the rates,
43:59
but tell me what it is that you're really looking for, right?
44:02
Because the people who, just, you know,
44:03
the only people who call in and want to know rates,
44:05
they're high B personalities, right?
44:08
So give them what they want so that they,
44:10
you satisfy whatever issue is in that.
44:13
You hold withhold information,
44:14
they'll never trust you, they'll never go with you.
44:16
Give them the info and then ask questions.
44:19
Absolutely, I'm looking that up for you right now.
44:21
Can you tell me a little bit more
44:23
about what you're looking for, right?
44:25
That's how you get along with those people.
44:27
But it's very few.
44:28
That's like 10% of the population, too, guys.
44:31
Like 60% of the population will just do what you tell them
44:34
to do now.
44:35
All right.
44:37
Forgive me if I'm putting on the spot here a little bit,
44:38
but can you give us just a glimpse at your transition
44:42
conversation that is the ask to come into the office?
44:47
Yeah.
44:48
So we take an app and then we say, okay, great.
44:51
Your next step is an in-person consultation.
44:54
We love to meet with clients in person
44:55
for a variety of reasons.
44:56
One, we can actually physically see
44:59
if you're confused a lot of mortgage terms
45:03
that you don't deal with on a day-to-day basis.
45:05
And we really want to do an in-depth cross analysis
45:08
of your budget, your plans for the future.
45:12
We want to go over three to four different scenarios.
45:15
And we just want to make sure that from this moment in time
45:18
that you are set with the right mortgage
45:20
to start your investments.
45:22
Wow.
45:23
And they're like, well, great.
45:25
Well, one kind of come in.
45:26
And then we just give them a time.
45:28
Yeah.
45:29
Most people don't really question us.
45:30
We're flexible with the times.
45:32
We have people who stay late.
45:34
We don't really do weekend appointments,
45:35
but we are very flexible with evening appointments.
45:39
But I think you just tell them this is the next step
45:42
in the process.
45:43
And here's why.
45:44
And the set, like I always start off with that.
45:46
I can physically see if you're confused.
45:48
Yeah.
45:48
People are like, oh my God.
45:50
Okay, I'm in.
45:52
Because that's the thing nobody wants to sound stupid.
45:54
They're not going to tell you they don't get it.
45:57
Interesting.
45:57
I love it.
45:59
All right, so we're almost out of time here.
46:01
What do you, you mentioned your website 2020?
46:03
I'm trying to get a sense of what you have on the radar
46:07
for you to kind of implement in the new year.
46:09
I'm going to go all in on this smart-sense thing.
46:11
So you'll see it.
46:12
If you follow me, you'll see everything that we put out.
46:15
You've already started putting it out.
46:17
Where do I find that?
46:18
By the way, is that just LizzyHoffer.com?
46:19
Or it will be on LizzyHoffer.com in 2020.
46:22
So it's not up now.
46:23
But the website now that I have is also
46:25
kind of different than most lenders have.
46:27
Yes, it is, by the way.
46:28
It's nice.
46:29
And the content for the blog is very similar
46:31
to what we're going to roll out.
46:33
It's very personal, real, if you will.
46:36
It's not the typical, the suit with the side shoulder pose.
46:41
You're being you.
46:43
Yeah, I am being me.
46:44
Sorry, go ahead.
46:45
What else you got on the, is that the main thing?
46:47
Not social media, if you follow us on YouTube.
46:49
Or my Instagram handle is Lizzy Irvine.
46:53
And it's Lizzy with OneZ.
46:55
And Irvine, like the city in California.
46:58
Exactly.
46:59
Awesome.
46:59
We're definitely going to put links in the show notes.
47:01
First of all, just mega kudos, congrats to you
47:04
for your production, the business you've built,
47:07
and you're clear you're impacting a lot of people,
47:09
not only your employees and your team,
47:11
but families as well.
47:13
So just really hats off to you.
47:14
I would take my hat off if I didn't have the headphones off.
47:17
That's a, it's bad hair day.
47:19
Anyway, so thank you for being here.
47:20
And as listeners, as always, if you like this episode,
47:22
you know what to do.
47:23
We're going to put links to all Lizzy stuff
47:24
in the show notes, YouTube, all that kind of stuff.
47:26
Follow her, because she's definitely leading from the front
47:29
and being the blend of both like a modern originator
47:32
and the online and the offline together
47:34
to create a really awesome business.
47:35
So once again, Lizzy, thank you.
47:37
And listeners, leave a review on the podcast if you like this one
47:40
and we'll see you on the next one.
47:43
Thanks for listening to Mortgage Marketing Radio.
47:45
One more truth in mortgage marketing.
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