Latest / Mortgage Marketing Radio / From Zero to $50M in 12 Months With No Network, No Referrals, No Excuses

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From Zero to $50M in 12 Months With No Network, No Referrals, No Excuses · Mortgage Marketing Radio

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If you ever found yourself starting over completely from scratch, no contacts, no safety net,
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and no choice but to figure it out fast, well imagine if in just one year you could go
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from knowing no one in a new city to originating $50 million in loans.
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You're listening to the Mortgage Marketing Radio podcast.
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We help Mortgage Professionals grow their business with proven marketing strategies, tech
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tools, and expert interviews.
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My name is Jeff Zimffer, I'm your host and today on the show we're making a bold promise.
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How do you go from zero to 50 million in production in just 12 months without a single connection
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in your market?
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To help us unpack that, we're joined today by PJ Crusenzo, a loan officer who made that
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exact leap after relocating to Orlando, Florida, starting from ground zero with no contacts
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and no referral partners.
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He didn't just survive, he thrived, and in this episode you're going to learn a three
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key things that PJ did.
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Number one, the exact daily and weekly activities PJ committed to that drove consistent scalable
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growth.
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Number two, how he turned casual coffee chats and random networking events into a pipeline
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of serious referral partners.
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And number three, the strategy he used to land 37 closings in one month, yes, 37.
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And there's a surprise bonus.
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Later in our conversation, you'll hear how an $800,000 client slid into PJ's DMs after
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watching his Instagram videos.
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So if you're ready to build a business with purpose, process, and a full pipeline, whether
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you're brand new in your market, or you're just ready to level up, stick around for this
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episode of mortgage marketing radio.
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PJ Krasenzo, welcome back to the show.
1:53
Thank you so much, brother.
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Grateful to be here.
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We're trying to talk earlier to see how long it's been since you were on the show, and
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I think it's like two and a half years-ish.
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So I was going to say, if I'm a betting man, which unfortunately I am a betting man, I
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think it's exactly three years.
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So some things have changed since we last talked.
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You've completely relocated to a brand new area, which is what we're going to talk about
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here today is, how did you go from zero to 50 million in one year in a brand new area
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without knowing a soul?
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Yeah, well, that's an accurate statement.
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I knew one soul in the entire city, and we just hosted a pretty successful dinner at
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this last side of it at one of the clubs downtown.
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It's called the Citrus Club, and I'm looking around and just sharing with the group the
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gratitude for how quickly things can change in 15 months.
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All right, so where'd you move from, too?
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Yeah, so I was in Charleston, South Carolina.
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So originally from outside of Philadelphia, I spent 20 years there relocated to Charleston,
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which is where we connected previously, was running a sales team with my father Phil,
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and then moved to Orlando, Florida, which believe it or not, has way more to offer than
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Disney World and Universal, which I never could have imagined it never knew was possible.
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And it's a little town called Winter Garden, Florida.
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So the story was, we came down, I was visiting with my wife, we threw a lowball offer on
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a house.
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There's a lot going on with our current branch at the time, and the offer got accepted,
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for 125,000 underask with the golf cart and the driveway, and all the closing costs.
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Really?
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And they countered back with 12K, with everything else in that offer.
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Wow.
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And I said, all right, babe, we're moving to Orlando.
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So you fell in love with the area, that much that you just like, let's get out of Charleston,
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and let's go over here.
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Yeah, and there's two pieces, too.
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I mean, strategically, I knew I wanted to stay in the southeast.
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And my wife was from South Carolina.
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So she always wanted to go to a different area in the country.
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So that was on the radar.
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We looked at Colorado, Austin, Nashville, some of these other markets.
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But I knew from a production standpoint, I want to stay in the southeast of the United
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States.
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Carolina is Atlanta, Georgia, Florida.
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I looked at Florida.
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I said, that's one of the hottest markets.
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And then I looked at Central Florida and said, there's more affordability, inventory, and
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area for new construction and development.
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So I said, if I'm going to battle myself and go to a new market, this is a good place strategically
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to do it.
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Yeah.
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I just didn't know anything other than that.
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Like the macroeconomic facts.
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Wow.
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That's, that's talk about brave and courageous, right?
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Wow.
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But now, now, let me ask you this, because I know having been a lot officer and the start
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over costs, right, did that weigh on you at all of like, you know, moving to this new
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area?
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Yeah.
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Yeah.
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So let me bring you on on this.
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So at the time, when I put in the offer, I originally thought I was still going to be
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working with my old branch.
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So there was some fixed income there.
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And bonuses that were established and we had a big team and production was consistent.
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And then when I realized, hey, I'm going to be going out of my own.
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I had a $700,000 house in Charleston, which is close on a $600,000 house in Orlando.
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Then it was going into a commission-only position, not knowing a single person.
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And then one week after we moved, I found out my wife was pregnant with our daughter.
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Wow.
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So honestly, I'm so, yeah, thank you.
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She's five months old now.
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So I'm so grateful because it put me in a position where failure wasn't an option, which
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is really a great mindset to operate with, whether you're winning or not winning, but
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just to wake up every day like failure is not an option.
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But yeah, this first two months, it was like, okay, we got some work to do.
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Yeah.
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Wow.
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So you got it after it.
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Okay.
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So you've transitioned over to Winner Park, is that what you said?
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Yeah.
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So there's two towns that are very similar to Winner Park and Winner Garden.
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Winner Park, there's a little bit more infrastructure, commercial, but they're both right outside
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of Orlando.
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And I'm in Winner Garden.
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The smaller the two.
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Isn't that where a lot of the baseball teams train?
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Yeah.
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Yeah, it was a park.
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And yeah, I mean, I never knew this, but there's also a lot of professional athletes,
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celebrities that call Orlando home throughout the year.
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Interesting.
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Okay.
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All right.
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So you made the transition over there.
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And so what's, we want to talk about how you go from zero to 50 million, not knowing
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a soul.
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So I love the fact that you, by the way, for those listening, PJ gets nothing out of
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this.
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Like he didn't pay to, like, you know, oh, let me pay for your time.
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You actually contacted me and said, dude, I think I have a pretty cool story that listeners
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of your podcast would benefit from.
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And you wanted it to be very tactical.
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So first of all, kudos to you for wanting to give back to the industry.
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Now, let's break this.
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Let's break this down because what you said to me before we hit record was, if a loan
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officer listening did this, you guarantee them no personal guarantee, but, you know,
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that you would be doing.
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Would you say like 30 million with 24 to 36 million, yeah.
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So one thing that I've realized the more time off spent in the industry is I used to think
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anybody can become a hundred million dollar producer.
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And I think maturity and experiences made me realize not everybody can because it's not
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that they don't have the capacity and them to do it.
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It's just the desire or the willingness to sacrifice to even want that life.
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Not everybody wants to do that.
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So therefore they can't.
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But to be a 24 million dollar producer, I truly believe that anybody can do it because
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at that level of production, it's daily, weekly and monthly activities.
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So that's the simplest thing is I think in our industry.
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So you got two pieces.
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You're in a world that's extremely noisy.
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Like regardless of what you do, we live in an era of human history where there's a lot
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of noise.
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And then in the mortgage industry, you're in an industry that's even more noisy.
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I would also wager that our email inbox gets more flooded than any other industry that's
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out there if you're a mortgage loan officer, some of it valid, some of it not, but you
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have to figure out how to discern everything that's coming your way.
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So one of the first building blocks to going from zero to a million, a million to two million
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is daily, weekly, monthly activities.
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And I know a lot of top producers share this, but I don't know how often producers reflect
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on an ongoing basis of what are my daily, weekly and monthly activities.
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I just saw that shot post he put on LinkedIn recently and he said the difference between
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the one percenters and everybody else is they still do the fundamentals.
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So it's not the sexiest thing, but that was part of my initial strategy was I'm going
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to be at two networking events a week and I'm going to do three one on ones a week every
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single week.
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So I just went on event bright and started looking up events and just showed up to anything
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and everything and another one of my mentors told me you have to be everywhere and anywhere.
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Like your goal is to just be anywhere and everywhere.
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Yeah.
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So these events are they real estate related or what are they?
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Anything that somebody else told me like you can connect with people when you have triads.
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So if you have something in common, hey, we both share that we like the mortgage industry.
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We both share that we've read roles, roles for a night by Ethan Hawke, yeah.
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So things that you can connect on.
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So I would go to any event that I have something I can connect on.
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Is it real estate investing?
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Is it entrepreneurship?
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Is it tech?
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Is it systems?
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Is it one of the biggest account I landed was at a crypto conference.
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That was my first big real estate team that I landed in Orlando was by going to Bridger
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Pennington's Wall Street Rebels like crypto conference.
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And so it doesn't even have to be mortgage or real estate.
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It's just something that's related to our field and the loan officer with the most friends
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wins.
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Okay.
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So let's recap what you said there are two events per week or week and three one on one.
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Okay.
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So two events per week.
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Get on event bright.
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Start searching events that are happening in your local backyard.
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You can search by area and different things like that.
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And then I know I do this as well because of the events that I do with the loan officers
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and stuff in realtors, there's a ton of events happening in your backyard every single
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day that you can get in front of real estate related and otherwise, you know, it's the
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easiest thing to do.
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So you look it up, you show up, you shake somebody's hand and this is a million dollar nugget.
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So when I my first week in Orlando, I went to a networking workshop and naturally I liked
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the network.
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But I said, I need every intellectual resource I can have to perform.
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So I went to this art of networking by a local company called VIP Co and a good friend
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of my kale ball.
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And he told me to ask this question was change my life.
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When you go to a networking event, you walk up to the host and say, who's worth knowing
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here tonight?
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And if there's synergy, you say, would you mind making an introduction?
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So now every event you go to, you get, you buy past the 300 people that are there for
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a free drink and an appetizer and you get introduced to the three power players.
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That's smart.
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That's smart.
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And then my follow up question when I meet the power players, I say, hey, I'd love to
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learn more about your story.
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And that's my, like, so those two things are my, like, networking juggernauts.
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Go up to the host and say, who's worth knowing.
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And then when you meet the power players, I say, hey, I'd love to learn more about your
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story.
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That's awesome.
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Two great questions.
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Big takeaways there already.
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Okay.
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So that's a takeaway number one.
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Get on a van.
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Right.
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Look for events.
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You can just, you know, attend a network and build your sphere of influence.
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And then number two, three one on ones per week.
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Okay.
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So you're brand new to the area.
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How do you get these one on ones?
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I want to learn more about your story.
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I mean, there's, there was a stem from the networking.
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So the one and only way just to be clarified.
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So when, when we hear that, we think real estate agent, what I want to, it's anybody.
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I was meeting with any professional that could potentially refer me business.
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So I would also say this because there's so much value that came from this.
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So I'm getting into the tactical, but I want to go on a quick rant of some nuggets that
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I got mentally to help prepare, right?
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So Dustin Shepard, Kurt Rising, Evan Miller, all guys from APM, report into me, education
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from my father to know how to speak mortgages because I would have never been able to succeed
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if I didn't have like a very deep knowledge of how to put deals together.
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But then also Dustin Owen, who gave me the loan officer blueprint and just following some
11:27
of his content was anybody that could potentially refer you a deal.
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So I opened my horizon of like, I actually just met a guy getting coffee before this who
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runs a pharmaceutical company, but he said, hey, we own all of these properties down
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time.
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We might need to do some refinances on them.
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So it's like, it's anybody who's touching real estate.
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It doesn't need to be a real estate professional.
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Are they a business owner?
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It's tax professional.
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Are they a financial advisor?
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So I would just take one or ones with anybody that's a professional because then say,
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like I'll give you an example.
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I met with a guy who was an aviation, like he brokers private chargers.
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And I said, what real estate agents do you know that I should reach out and introduce
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myself to?
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So that meeting actually got me three meetings with real estate agents.
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Really?
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He didn't have anything to do with real estate, but I met with him and asked, who do you
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know that I should reach out to?
12:14
Yeah.
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You're a master networker.
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Well, think about the two, like if somebody who's in aviation and what is a rent plane,
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cell planes or something?
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Yeah.
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I think he works with plane manufacturers or private jets and then just helps book their flights
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for them.
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Like a broker.
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Sure.
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A fractional ownership.
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A fractional ownership.
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Yeah.
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Now think about who does that person know, right?
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I mean, obviously people who are well off who can afford that.
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So I love that this is your expanding your network.
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It's also non-traditional.
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So many people want to go down the rabbit hole of realtors.
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We'll talk about that because that's relevant, but you're kind of playing a little bit
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of chess instead of checkers.
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I'll take it.
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I never identified my game as that, but that's how you're going to classify it.
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I'll gladly take it.
12:55
I mean, dude, you talked to one guy who does the aviation thing and he introduces you
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to three realtors.
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Yeah.
13:01
Who would have seen most even myself, I'm not even connecting the dots on that in the
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day to day.
13:06
Well, and here's the thing.
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So there's two things.
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One, like I have a bunch of thoughts on cold calling that you don't have a segment on
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that.
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I don't love cold calling.
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Sure.
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It's just something that I just don't enjoy.
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Yeah, it's just not me.
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What works for PJ is a handshake and let me get to know you and let me dump a bunch of
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positive energy on you and you can do what you want with it.
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But in that, we all know who's going to send the lead, right?
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The real estate agents hold the castle and the keys to all the leads for the most part.
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You can do consumer direct and do some other things, but I need to figure out a way that
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I can get introduced to them in a way where it's not that I'm trying to take their keys.
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It's we have something in common.
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So that's my strategy is let me make friends with people who know real estate agents.
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And then let me just try to be friends with real estate agents.
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And if we don't hit it off, if there's not good energy and the spirit isn't there,
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I'm just like, okay.
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Cool.
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It's a number of close the loop for me on this introduction from the aviator person into
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the realtors.
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Like, how did that happen?
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Did he write at the send you an email and then walk me through like, yeah, I think that
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was a social media.
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So going back on that, it was a post on LinkedIn and he said, Hey, I saw your host in a local
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of that.
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And I said, let's just meet for coffee.
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And then again, part of this is there is some when it's a go back to daily weekly monthly
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activities, when you hold yourself accountable to the system, you're going to be willing
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to fill it with anything that works.
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So because he commented on my post, I said, I don't have any one of ones this week.
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So let me meet with this guy when I'm there because we need more volume.
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I said, let me see if there's a guy who's any real estate agents.
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And that's the loop.
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So if you commit to, Hey, I need to do three weekly one on ones with anybody that can refer
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me business, but every single person with an animal less license numbers calling real
14:43
estate agents.
14:44
So who else, especially if you work in a metro area, like I walk outside and I'm like,
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I want to know that guy, I want to know that they're all business owners.
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This guy used the realtor, this guy used the realtor.
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So that's the strategy.
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Just fill it with people that are professionals in your sphere that can then open the doors
15:02
for you if you can build a friendship and a bond.
15:04
You know, it's funny, man, which is popped in my head, crazy, crazy memory is.
15:10
So 30 plus maybe 35 years ago, I don't know if you know this, but I was working for Tony
15:14
Robbins and we would go into a city and we live in a city for basically two months at
15:20
a time.
15:21
And our job was to do exactly what you just described was to get a bunch of meetings
15:24
and do presentations.
15:26
Now, some of them were set up for us by the company, but we were tasked and bonus on setting
15:31
our own meetings.
15:32
And I can, I can remember just like you said, driving around town and I'm seeing names
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of companies on buildings, whether it was real estate insurance or whatever financial.
15:41
And I'm looking up at these big buildings and like, Oh, and I'm writing the company
15:43
name.
15:44
And then you go back and like, this is like before the internet kids, right?
15:47
And you had to figure out a way to like find out who's at that company and contact them.
15:51
But very similar, like just, you know, what do you call that in the military thing?
15:55
Like, you know, reconnaissance, just out there, just don't think you're a recon.
15:59
Well, and it gets you into the place of abundance, like the number one threat, if I have two
16:04
threats to my business, one is distraction and the other one's scarcity.
16:09
Those are the only two things that are going to stop me from being a hundred million dollar
16:12
producer, scarcity and distraction.
16:15
Yeah.
16:16
Scarcity mindset and distraction of bright shiny object types.
16:19
Oh, yeah.
16:20
I've not, of not having the right priorities because I could sit here today and put together
16:24
and this is another rant, but I could put together 10 proposals and mortgage coach or I could
16:28
just call the 10 clients and make sure they're good with the numbers and then go prospect
16:32
for two hours.
16:33
Like when you're in the mortgage business, you can turn any activity into a priority, but
16:39
you have to be again, ninja to say, what is the thing that's going to move my business
16:43
forward?
16:44
That's kind of the one thing, Gary Keller.
16:47
And part of, really part of my journey from zero to 50 million last year was I spent two
16:50
months reading nothing but time management books.
16:53
I went down a time management deep dive and one of the another practical takeaways.
16:58
If you're a loan officer and you have an L.O.A., have your L.O.A. manager email inbox.
17:03
That took it right from Dan Martell's book by back your time because if you're a loan
17:06
officer and all day you're reacting and responding to emails, the one, the feedback loop
17:12
that you're operating with, you can't even, you can't address problems with the same clarity
17:16
because it's such quick reactions to everything that's coming your way.
17:19
When somebody else is managing it for you, what we do is we have a PJ folder.
17:22
So everything in my email inbox that she knows that I need to see gets moved into the
17:26
PJ folder.
17:27
So then once or twice a day I go through with clarity and now I'm in the mindset to respond.
17:32
Before that, I would reply to four or five hundred emails in a day, especially when we
17:35
have a week like this week with all the closings going on.
17:38
And it'd be six o'clock and I'd have no idea what I got done this week or today.
17:42
It would just be responses and reactions and.
17:44
Are you saying that when you do pop in your email, you're just getting into the PJ folder?
17:48
Yeah, I only check one folder in my email inbox.
17:50
So they'll get three to four hundred emails a day, but I probably look at 30.
17:55
And is this a L.O.A. new to you as well?
17:58
She's not.
17:59
She's a massive part of the business.
18:01
She's a Florida or she back in.
18:03
No, she's remote.
18:04
Okay.
18:05
She's remote.
18:06
But she's been to a while in terms of you built your workflow with her and all that stuff.
18:09
Yeah.
18:10
So the story last year we went one loan, two loans, four loans, nine loans, eleven loans,
18:14
thirteen loans, seventeen loans, twenty one loans, twenty seven loans.
18:18
That was our trajectory.
18:19
In a month.
18:20
Per month.
18:21
Right.
18:22
Per month.
18:23
Like that was the ramp up.
18:24
So she came at about month nine, which was also feedback I got from my father, which is
18:26
if you're a loan officer and you're not doing eight loans a month, you don't need an
18:29
assistant.
18:30
So the first target I set for myself was I need to get the eight loans a month so I can
18:33
get an assistant.
18:34
Wow.
18:35
All right.
18:36
Let's bring this back then to you boots on the ground in market.
18:39
You're doing this networking thing.
18:40
You're hopping on event, right?
18:41
You've got your minimum standard.
18:43
So far we talked about two events and three one on ones.
18:46
Take me deeper, man.
18:47
I'm following you in the jungle, you're taking the lead.
18:50
Like I want to I want to shadow PJ.
18:52
Yeah.
18:53
Absolutely.
18:54
So I think, you know, it's funny.
18:57
I would say it's 80% mindset and 20% mortgage.
19:00
I'm the least mortgagey mortgage professional you'll ever meet.
19:03
Like I might go an entire week and never say APR, but I, but I meet guys and say it
19:08
17 times in a day.
19:09
So then the number one thing is, well, that's a couple things.
19:14
So first is an environment.
19:16
You have to have people around you that know what you're capable of because I was like
19:20
my wife, my mentors, my mind was not in a place that believed I was capable of doing
19:27
what I could do.
19:28
Like my original quota for 2024 was 20 to 25 million and we doubled it.
19:33
I didn't even know I was like, man, if I could just close 25 million and then in September
19:36
October, it's seven and eight million dollar months.
19:38
But the people that were in my life were pouring into me and believing what was possible.
19:42
So the first things, if you're a loan officer, you don't have the right environment around
19:45
you.
19:46
The jungle, all you're going to be looking at is tigers and lions.
19:48
But if you have the right environment, you can look at the top of Mount Kumanjara or
19:52
whatever it's called and look into the place of the piece.
19:55
So I had really good environment, a phenomenal wife, great mentors, great support, a team
19:59
of element.
20:00
And then the second part of that is the commitment to growth.
20:02
So every single week I wanted more loan apps, more pre-approvals, more mortgage plans.
20:07
I had to have something different to offer the marketplace.
20:10
So this was something we came up with at the previous branch, but I had to have something
20:14
that I could say that was different when I was going to events.
20:17
And what we say is I'm not going to deny a client.
20:20
And the follow-up on that is some of those are compliance piece to it, but if somebody
20:23
comes in and they're not qualified, I'm going to put together a custom mortgage plan for
20:27
this person to access home ownership in the next 12 months.
20:31
This is a game changer.
20:32
It's another level of customer service with the unreasonable hospitality, vulgar threat,
20:38
which is, if you send me somebody and you have a 520 credit score, I'm going to give you
20:42
a plan, a one-page document that says, here's what you need to do in the next 12 months
20:46
to qualify for a home.
20:47
So initially it was a ton of lead traffic and I remember I went to a did a lunch and
20:52
learned.
20:53
So I was also doing a lot of lunch and learns my first six months.
20:55
So if I went to somebody that I knew you're massive in that space.
20:58
If I met a team lead or I met somebody that was good on an agent, I said, hey, I'd love
21:01
to come and come by the office.
21:02
I invested a lot in Chick-fil-A.
21:03
I should have had equity the first six months because I was like, Chick-fil-A orders
21:07
going everywhere.
21:08
There's just one card of cart which is Chick-fil-A's everywhere.
21:12
And I was trying everything.
21:13
I bought one real estate team, a hundred copies of Ninja selling that there's a, like,
21:17
and I'm just like, hey, I just want to give this to you and I wrote my number and all
21:20
of them.
21:21
And I was just trying anything and everything, but all of this was to, I need more activity.
21:25
Anything that could generate more activity, I was going out, but I was also doing it with
21:29
a genuine reply of like, hey, I'm going to be here for a decade.
21:32
I got a two-year-old son, my wife's pregnant.
21:35
I'm not going anywhere.
21:36
You can call me in six months.
21:37
You can call me here.
21:38
You can call me in 10 years.
21:39
But I'm just letting you know I'm here to stay and I'm going to do good business.
21:42
And if I make a commitment, I'm going to come through on it.
21:45
So I want to pause on that for a second because multiple times already you've used the
21:48
word mindset and referred to it.
21:50
And I want to double tap on that for a second because I think underneath what you just
21:54
said, Chick-fil-A, sending a hundred books, like showing up and doing a lunch and learns,
21:59
what I hear there is servant, right, not sales person.
22:04
And I'm curious then because you know, you've been around and there are some jaded mindsets.
22:11
Let's take the realtor for a second.
22:13
What is your mindset around a realtor when you think about working with, you know, seeking
22:19
out, tell me like, what emotions or words come up for you?
22:23
Yeah, 100%.
22:24
So the first thing, this is totally organic.
22:27
I think the first thing that's a key to producing at a high level is knowing your own identity
22:32
because it can very easily become people pleasing and chasing like the carrot, like wanting
22:38
to please somebody to earn their business.
22:40
So the first thing I realized is when I got really clear on who I was, it became a lot
22:45
easier to service and value others.
22:47
And my whole life comes down to four pillars, faith, family, fitness and finance.
22:53
That's it.
22:54
It's four pillars.
22:55
So when I go to meet a real estate agent, I know who I am and what I'm saying.
22:58
Here's the things that are important to me or any of these things important to you.
23:01
And if they're synergy, amazing.
23:03
Let's build a relationship together and in exchange, I'm going to service these families.
23:08
And to shout out to my coach Chris, who is just hired as another amazing mentor, I asked
23:13
him, is it shallow to say I want to be the best ever?
23:16
And he said, it's a lot more valuable to say you want to impact more people than anyone's
23:21
ever impacted.
23:22
Like stop focusing on trying to be the best and focus on impacting the most lives.
23:26
Because being the best is about you.
23:28
Yes.
23:29
So then to go back to the realtor comment is, hey, and there's again, this is such a long
23:35
thread.
23:36
But one of the things that used to fluster me the most when I got in mortgages was
23:38
an after hours, realtor call, like that's probably the most common thing of the loan
23:42
officer.
23:43
You just get home and a blind side call comes in at 730 as a 911.
23:48
How do you react and respond to this?
23:51
Well, what I started, what I started to take away from this is, okay, this is a person
23:55
that my job is to service them.
23:57
So I had to get into the mindset of if I'm going to respond to this, I mean, they're
24:00
going to do it positively and with gratitude or I'm going to reply the next day.
24:04
Like if I can't answer this call and do it with the service levels that I require of
24:09
myself, then I'm not in the right headspace to reply to it.
24:11
And that, that's how I started to discern whether I'm not, not I'm going to reply.
24:15
Can I do it to the level I need to do it?
24:17
If not, okay, I'm going to go the next day.
24:18
It's kind of like, if you don't have anything nice to say, don't say it at all.
24:21
But when I think about the real estate agent is all they want is they want communication.
24:27
Sometimes a lot of times they want speed and they want trust.
24:31
Like they want to know what's going on with their clients.
24:32
They want to trust they're going to do a good job and they need you to be available when
24:36
they're available.
24:37
So if you build those three things, if you're available and you execute quickly and
24:41
you communicate effectively and you honor your commitments, there's no real estate agent
24:46
in America that won't work with you as a loan officer.
24:49
Right.
24:50
100%.
24:51
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24:54
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25:54
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26:03
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26:05
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26:08
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26:12
Now there's a lot in here and I'm trying to be cognizant of what to unpack because there's
26:17
a lot underneath that.
26:19
And I'm hearing the narrative as I'm sure you've seen this out there like and I get a little
26:23
bit tired of this because you see it's just show up on social so much.
26:27
You know, like it's so easy to throw the realtor under the bus and people bag on realtors
26:30
and realtors suck and all this different stuff and like they're hard to work with and
26:34
you know the narratives.
26:36
What do you respond to those narratives you see out there?
26:39
I think there's some great plumbers, there's some good plumbers and there's some plumbers
26:42
that suck.
26:43
I think there's some great restaurants, some good restaurants and some restaurants that
26:47
suck.
26:48
I think it's so unfair and also a flawed narrative to just take apart the section of that
26:53
profession and say that they suck because now and I'll give another shout out like so
26:59
I learned this framework of prospecting from Kai McBride and I didn't even move forward
27:03
on the coaching.
27:04
He just shared this with me and changed my life.
27:05
ABC prospecting.
27:06
So your A or throw partners will be your throw partner or see your throw partners but
27:10
now when I'm out into the marketplace, I'll just say, okay, this person is a see
27:13
referral partner.
27:14
It's okay.
27:15
They may only do two to four transactions a year.
27:18
They may only work 20 hours a year on real estate.
27:20
Those aren't the real estate agents I'm trying to service.
27:22
But if you're a new loan officer, you need to take whatever you can get.
27:25
You can't get to an A or a VIP agent unless you serve as see agents and see agent isn't
27:31
anything emotional.
27:32
It's just based on your productivity and what you're doing in the marketplace, you're
27:35
classified as a see.
27:37
So my goal now when I'm prospecting is I only want to work with A agents or VIP agents
27:42
because the level in which I'm putting into my craft is so intentional that I want other
27:47
people that I can do business with that are treating it the same way.
27:51
And the difference A versus VIP.
27:53
Yeah.
27:54
So I would say any real estate agent is you're building out your prospecting.
27:58
So VIP is somebody that's, again, based off your levels of production, this might change.
28:03
So somebody on my team that only does two deals a month, their VIP is going to be different
28:06
than me.
28:07
Sure.
28:08
So VIP is somebody who you're doing life with that you're doing consistent business with
28:13
and you're talking to on a weekly basis.
28:15
This is a VIP.
28:16
This is somebody that I'm talking to my kids about.
28:19
We're doing business every single week and there's never a month I'm not closing business
28:23
with that person.
28:24
That's a VIP.
28:25
And I'd also put a VIP as somebody that has the potential to open up big doors.
28:29
So I may have somebody on there that doesn't send me any business, but is a real estate
28:33
consultant for a massive brokerage and we're good friends when he calls.
28:36
And also I'm going to answer my VIP calls when my phone's on do not disturb my 26 VIPs.
28:42
The call goes through anybody else the call doesn't go through so my phone's on do not
28:46
disturb and it's 630 and I pick up my son.
28:49
I might play with them and then answer the phone, but the only calls that are coming
28:52
through are the VIPs so that's the IP and agent is somebody that's loyal.
28:57
They're sending me a majority of their business.
28:59
It might not be every month, but I want to pour into them.
29:01
I want to invest into them.
29:02
I want to make sure they're getting my newsletter.
29:04
I mean, I want everybody to get my newsletter, but I want to make sure that I'm servicing
29:08
them and they're an agent.
29:10
So the IP talking to every week, they know you and they're sending you business.
29:16
B is they know you, but they're not sending you business.
29:20
So that's a B. They know you, but they're not sending you business.
29:24
So it's a relative you're trying to land.
29:26
And then a C is they don't know you and they don't send you business.
29:30
So every loan officer is trying to turn season to bees and bees into A's and A's into VIPs.
29:36
Like that is the framework for going out into the marketplace and taking a bunch of people
29:41
that you don't know season to bees, bees into A's, A's into VIPs, build yourself 25 VIPs
29:47
and go do 50 million a year.
29:48
What is roughly your percentage us or I should say number one source of business.
29:55
Probably 70% real estate agents.
29:57
70% okay.
29:58
Now let's let's back up here a little bit.
30:00
Thank you for walking us through that because then the next question is, and this is
30:04
where I know for you lunch and lunch and I'm going to come in.
30:06
But then how do you, how do you, you know, scale wide net?
30:10
Is that what you did early on?
30:11
Is that how you use lunch and learns is to go one to many?
30:14
Yeah.
30:15
A couple things.
30:16
So one to many is a hundred percent.
30:18
So real producers, phenomenal organization that a lot of people are involved with.
30:23
So I had to get creative on that.
30:25
All the spots were taken for sponsorships.
30:27
So I said, can I buy lunch when you do your monthly masterclass for all the agents?
30:31
Like I had to figure out a way to buy and get in the door that wasn't available.
30:34
So I'm like, hey, I'll just get lunch for everybody.
30:36
So that was the one to many selling webinars.
30:38
I partnered with a title company and when they did their monthly CE classes, I said, hey,
30:41
I'll cover the sponsorship and let me talk.
30:44
And then you have to have a really clear deliverable.
30:46
If you only get 60 seconds to talk to 200 agents in Zoom.
30:50
So I got a, like my third month down here, which was massive, I got a $550,000 VA purchase
30:55
off of Zoom DM from jumping on that webinar with a title company.
31:00
Would you say massive?
31:01
Massive.
31:02
I said, yeah, yeah, absolutely.
31:04
I said, I just want to let everybody know something different about us as we don't send
31:07
an aisle.
31:08
So if you send us a client, they're going to get one of two things.
31:10
They're going to get an approval or they're going to get a plan.
31:13
And this lady just had a client who was denied by USA or veterans united, massive national
31:19
institution.
31:20
I said, hey, let's look at it.
31:21
It was a VA manual 610 score 54 back DTI.
31:25
We got it to go through.
31:26
He had reserves.
31:27
He had compensating factors that met residual.
31:29
We put the deal together.
31:30
We closed it and it was massive.
31:32
She'd literally DMed me while I was talking on the Zoom chat and said, hey, I may have
31:36
somebody for you.
31:38
And when you get that as a loan officer, that can mean anything.
31:40
I may have somebody for you.
31:41
It's like, that could either be a home runner.
31:42
Like I knew some guy that got out of jail yesterday and wants to buy in a decade.
31:46
It's like, okay, well, I'll still put them on my newsletter.
31:50
Interesting.
31:51
Interesting.
31:52
I'm going to pull this thread a little bit more if you don't mind on the lunch and learn
31:54
stage.
31:55
Tell me what you did for yourself specifically.
31:57
Did you host your own in-person virtual events?
32:00
Yeah.
32:01
So, I mean, the other thing is trial and error.
32:03
Like my greatest strength is I move 100 miles an hour.
32:06
My greatest weakness is I move 100 miles an hour.
32:08
So I'm the guy that, like, I'm a very big idea guy.
32:11
So I got to be careful with my staff now that we have more people that I don't come
32:14
in.
32:15
Like, change everything.
32:16
I had it.
32:17
I had a-
32:18
The rest of it.
32:19
The rest of it.
32:20
The rest of it.
32:21
The rest of it.
32:22
The rest of it.
32:23
The rest of it.
32:24
The rest of it.
32:25
The rest of it.
32:26
The rest of it.
32:27
The rest of it.
32:28
The rest of it.
32:29
I've hit the Keller Williams offices and different brokerages.
32:32
I hosted an event at the Citrus Club, but I will say this.
32:35
I'll go back to this.
32:36
An element was huge in this and building my business is every loan officer or producer
32:40
needs to know what are their pillars, right?
32:42
So all the guys that come on the show, some people are builder business, some people
32:45
are consumer direct, some people are real estate agent, but you have to identify your pillars
32:48
and one of my pillars was local organizations because I was brand new to the marketplace.
32:52
So I joined the builder association.
32:53
I joined the Citrus Club.
32:55
I joined-
32:56
I mean, this related to a big, I joined in real producers.
32:59
But the second level to that was when you're literally fighting for survival and you're
33:03
producing to pay your bills, it's, I am not going to walk out of this room without a
33:09
lead.
33:10
Like, I am going to extract every bit of value I can.
33:12
I refuse from my family and my future daughter's sake to go to this event and not walk out
33:17
with a loan application.
33:18
So that, I mean, you just go in there with a different level of attitude and I'm trying
33:22
anything.
33:23
I'm like, Hey, I like your earrings.
33:24
Hey, I like your hoodie.
33:25
Hey, I like your shoes.
33:26
Hey, you drink Gatorade.
33:27
I drink Gatorade.
33:28
So it's just a phenomenal brand, like anything you could do to start conversation.
33:34
Right.
33:35
That's your job.
33:36
Wow, interesting.
33:37
Okay.
33:38
So once again, I know I don't want to sound self-serving but I'm going to pull this
33:39
right a little bit more.
33:40
Once you said you did six months of lunch and learns.
33:43
All right, so I'll break this apart.
33:44
Yeah.
33:45
So lunch and learns.
33:46
Yeah.
33:47
There's two things I talked about at lunch and learns.
33:49
First with the broker, I would go into what I call the four piece.
33:52
Prior to the lunch and learned, I'd say, Hey, here's our four P framework for strategic partnerships
33:56
of the goal of supporting the brokerage of the real estate team.
33:59
So it's people, process, product, and profit.
34:03
And I would go over this with the agents.
34:05
So here's who we are.
34:06
Here's our vision and values because you want to make sure that we connect if we're going
34:10
to work together.
34:11
The second is process.
34:12
How do we work?
34:13
What's different about our operations?
34:15
Very similar to the rest of the industry, but how do you send a client to us?
34:17
I just want you to understand our process for how it works.
34:20
Products is where you really unpack the Q&A of different, like so one group might want
34:24
to know about down payment assistance.
34:26
One group wants to know about construction of perms loans.
34:28
One group wants to know about bridge loans.
34:29
One group wants to know about nine QM.
34:31
So I'm talking about $10.99 of bank statement loans.
34:33
The products is the meat and potatoes of the presentation because the whole goal on
34:37
every single lunch and learning I do, I walk in and say, my goal is to help you sell
34:40
more real estate.
34:41
The mission statement on my Instagram is I'm empowering the real estate community.
34:44
So I started to shift my content away from just mortgage content and content that real
34:49
estate agents can use to get motivated and encourage and go sell more real estate because
34:53
I'm your teammate.
34:54
I'm your partner.
34:55
I guess the thing I do professionally is close loans, but the way I'm going to support
34:58
your businesses by helping you sell more products.
35:00
So when I talk about mortgage products, I'm talking about it in a way, like if it's
35:04
a bridge loan and you have somebody that's hesitant on selling their house because they
35:07
don't think they can put in an offer until it sells, hey, we have this bridge loan product
35:12
with our preferred lender, you can remove the home sale contingency.
35:15
So that's the meat and potatoes of my profit or of product and then I'd end with profit,
35:20
which the goal is for everybody to make money.
35:22
So broker might want MSA, broker might want us to cover some dinner monthly that we
35:27
split 50-50 for their agents, but the goal is when I'm talking to agents specifically
35:32
and not leadership is how costly is it if your lender doesn't close all alone?
35:38
How costly is it if you find out today's before closing a deal isn't going to close and
35:41
that's how I kind of end with profit is our job is to make sure that that check is guaranteed.
35:45
Yeah, 100%.
35:46
Yeah, I love what you said there.
35:49
You're taking financial mortgage-related products and you're positioning it in a way that puts
35:54
into the context of the realtor how it helps them win.
35:57
So a couple of examples that we have for that is like seller concessions, right?
36:00
How to actually demonstrate using finance, financing, right, to win more deals.
36:09
Winning the buyer president.
36:10
What's the one I just did?
36:11
I just did the cost of waiting.
36:12
That's a good one.
36:13
Yeah.
36:14
And I remember looking at your content is amazing.
36:15
The content is the whole goal is all of it comes down to value add.
36:20
Like how am I going to add value to this person so they can walk out better than they
36:24
walked in?
36:25
Yeah.
36:26
And your presentation still a great job of that.
36:28
Thank you.
36:29
Do you have a sense of how many agents approximately you were in front?
36:33
Let's just say for that six month blitz you did with lunch and learns.
36:37
In total?
36:38
100 months?
36:39
Yeah, 100 easily.
36:40
Yeah, and do you think that played a role in adding more deals in your pipeline?
36:45
Absolutely.
36:46
Because I remember June.
36:47
It's so funny how like how quick circles become small.
36:50
I remember in June, I was trying to fight for the attention of one client.
36:54
And somebody else sent me this client and I was helping her with her credit.
36:57
We took her from a $4.90 to a $5.80 and we got her to a $6.20.
37:00
We got it approved eligible.
37:01
She had all these leads.
37:02
That was the only way I could close.
37:04
And then she ended up putting in an offer.
37:07
And the listing agent was this agent I was trying to connect with six months ago to
37:10
lunch and learn.
37:11
She's like, hey, and then she heard from the client what we did.
37:14
And this was the first client that ever came by my office and gave me a gift.
37:17
So they walked in my office like, hey, I just want to give this to you and thank you for
37:20
what you did.
37:21
And it's so cool being in Florida that I've only been here a year because it's like,
37:24
I've only been here a year.
37:26
So if somebody comes into my office and gives that to me, it's not like I've been around
37:29
for a while.
37:30
So we're impacting people.
37:31
There are only 10 minutes for my house, 15 minutes for my house.
37:33
It's cool.
37:34
And anyway, I just remember the list agent being like, oh man, that's so cool.
37:37
The buyer shared with how you helped.
37:38
And I was just like, I tried to tell you.
37:42
I tried to tell you.
37:44
That's fantastic.
37:47
What would you say the key activities, if this brings us back to the top of this, the
37:52
key activities that actually drive the most leads right opportunities referrals for you.
37:58
Is it the two events in 3-1-1s?
38:00
Yeah, I would say, and you know, it's funny that three, as I've gone deeper into the
38:04
rabbit hole of studying the best of our industry, the McWeavers, the Shabbos, and it's 3-1-1s
38:10
is nothing.
38:11
These guys are doing 10 to 15-1-1s a week.
38:13
So I think back, I'm like, my numbers are nothing.
38:14
I think the only difference was I wasn't doing it for speed or I was touching 15 faces
38:18
for 15 minutes.
38:20
I'd take 90 minutes to two hours, but by the time we left, we were best friends.
38:23
Suppose there's more of a quality than quantity approach, which is why the 3-1-1s work
38:27
for me.
38:28
But I think this is another framework that any loan officer can use.
38:32
Your job is to generate, convert, and nurture leads.
38:37
That's the three framework.
38:38
You want to go out and generate, then you want to convert, and then you want to nurture.
38:42
So the way that you generate is with education, visibility, and availability.
38:48
Like people need to see you, then you need to be available.
38:52
And every time they see you and you're available, you need to educate.
38:55
Because if you just do that, you could set it Dunkin' Donuts and educate everybody that
38:58
comes in about what's going on with the bond market, like you're going to get leads.
39:02
And then when the lead comes in, your job isn't to convert them and say, work with me
39:05
as a mortgage broker, work with me as a lender, the job is to say, what are your needs
39:09
and wants?
39:10
It's the needs and wants analysis.
39:12
Do you have kids?
39:13
Do you want to build wealth?
39:14
Do you want to pay off debt?
39:15
Do you want to scale portfolio?
39:16
Do you want to move across town?
39:19
We are in the easiest position in the world when somebody actually shows interest to help
39:24
guide them to closing, because we have the solutions they need.
39:27
Everybody has a desire that's attached to real estate.
39:30
We have the product that makes it possible.
39:32
You can't go scale portfolio without debt.
39:35
And if you can, you're not listening to the Mortgage Marketing Radio podcast, and
39:39
you don't need any of these independent mortgage banks or brokers or wholesale lenders,
39:42
like you're good.
39:43
Yeah.
39:44
You said you have 12 closings this week, is that correct?
39:47
12 closings this week.
39:48
This will be the biggest month of my career.
39:49
So we're on track to fund 37 units in March for 225.
39:53
Wow.
39:54
Congratulations, man.
39:55
Thank you.
39:56
Really, really hard on that.
39:59
Real quickly then, if you wouldn't mind, just give me an abbreviated high-level version
40:03
of your process, and start with, are you taking 103s?
40:08
What does that look like?
40:09
And where's the handoff and all that?
40:11
Yeah.
40:12
So again, I'll say this because it goes two ways.
40:17
One is that I am 100% of product of my environment.
40:19
So I really can't give enough gratitude to all the people who have poured into me.
40:23
The only thing that I've done in this journey is listen and absorb.
40:26
The only thing I've done is put it into practice.
40:29
So this is from loan officer podcast, this is from Dustin and Evan, this is from mentors,
40:35
and then I put it together into a PJ workflow, and then it's also from touching thousands
40:39
of applications working with my father.
40:40
So we turned it into a 10-step workflow that any loan officer can use anywhere in the
40:45
country.
40:46
So it's discovery call.
40:47
This is your needs and wants identifying the client's goals, preparing a mortgage plan.
40:52
This is the no man's land and mortgage lending that nobody knows what to call it when an
40:56
application comes in.
40:58
I've talked to thousands of loan officers, nobody knows how to identify what this workflow
41:02
is called when it actually comes in, at least as well as I've seen this.
41:05
So whether it's a refi or purchase, anything the app comes in, we're preparing a mortgage
41:09
plan.
41:10
Your mortgage plan might be you need to buy in 12 months, your mortgage plan might be we
41:12
can save you half a percent on the rate and you can close next week.
41:15
That's the preparing a mortgage plan part of the workflow.
41:18
Step three is an action call.
41:20
Once we've done the qualifying on the 10-03, we're giving an action call for next steps
41:24
and financials, which are only two numbers anybody wants to know.
41:28
That's my payment with my cash to close, refi or purchase.
41:31
So we're going over cash to close, we're going over monthly payment and we're going over
41:34
timeline and next steps.
41:35
Is it six months or is it six days?
41:38
Then we have what's called a pre-processing stage.
41:40
So steps one, two, and three, your whole pipeline is a sales professional stays in these
41:44
three steps.
41:45
Something might go under contract tomorrow or it might stay an action call and stay
41:48
in that status for a year.
41:50
So we have a really like high level CRMbelt.munday.com where we have follow-up dates for every
41:55
single client.
41:56
So if it's six months, three months, a year, it automatically just gets tagged as the
41:59
follow-up date.
42:00
So you know when to call again.
42:02
Pre-processing is contract comes in before it goes into processing, re-review income, re-run
42:07
at US, get it prepped.
42:08
And then the rest of the milestones are like clockwork for the rest of the industry.
42:12
Processing, submitted, conditionally approved, recimated, clear-closed, docs out.
42:16
But that is 10 steps that every single loan officer can do.
42:20
For my VIPs, I'm involved in the discovery call, the action call for new leads that come
42:25
in or agents I haven't worked with, I have two loan partners.
42:28
One loan partner does discovery call, prepare, mortgage, plan, action call.
42:33
My other loan partner gives pre-processing to close.
42:36
So I have two people that are working with me on two different parts of the process.
42:41
Sales, operations, new lead to contract, contract to close.
42:45
And we all work together as a tree out.
42:46
It's phenomenal.
42:48
Often you meet with your team, your LWA and other support people.
42:51
Yeah, so I do a daily huddle every day with both my loan partners and I do a daily huddle
42:56
with my ops manager and processor.
42:58
So then we have one team meeting because now we have four loan officers, two processors
43:04
of a marketing coordinator.
43:05
So we do a team huddle with everybody on Tuesdays, but I'll do daily huddles with my tree
43:09
out every day.
43:10
Wow.
43:11
Very cool.
43:12
So everybody just got the blueprint in PJ's process there.
43:16
Yeah, apply, apply what you want to from that.
43:19
Okay, so for a second time, we got to wrap up.
43:21
I know you're busy.
43:22
You got 12 deals to close this week.
43:24
I want to close out on social media and your Instagram.
43:26
You've clearly been spending a lot of time focused on Instagram.
43:29
I'm looking at it right now in 10,000 followers.
43:31
You mentioned, let's get everybody a little bit excited.
43:35
You closed at least one deal that you were telling me about.
43:38
Tell me about that.
43:39
I've closed several, so this year, so I've had multiple people DM me and just say,
43:43
hey, I want to buy a house and I don't know where to start.
43:46
And it's like, that's awesome.
43:47
That's the goal of why I'm putting out content.
43:50
One was an $800,000 purchase that I closed in February.
43:53
Just reached out and said, hey, I want to buy a house and I don't know where to start.
43:56
And the cool thing about having a process and the system is it's all the same.
43:59
It's like, I'm not, I don't get the DM and I'm like, oh my goodness.
44:02
Like somebody DM me in one's business.
44:04
It's like, okay, awesome.
44:05
Let's do a discovery call because I don't know what's going on.
44:07
I don't know if this guy's going to be like five years or one year, three months of
44:10
the process.
44:11
Let me pause you real quick.
44:12
I think that $800,000 purchase, that person bought a home previously, do you know?
44:17
They did.
44:18
Yeah.
44:19
So I just think that's very interesting when we get all, and this is just me as well,
44:22
we get caught up in like what content should I put out there, you know, and we get tired
44:26
of saying the same things or we're watching other LOs and we're the force through the
44:30
trees thing.
44:31
Let's think about that and 800,000 other person.
44:33
The person had bought a house previously and they're allowed to know where to start.
44:37
Yeah, they already owned a house.
44:39
That is probably the most, I would say surprising, but not surprising is how many people
44:42
bought a house, but they didn't get serviced the right way and they still feel like they
44:45
don't know anything about Morgan's funding.
44:47
So my number one tip on Instagram is just make it look quality and put it out consistently.
44:51
Like I tear apart every time I do a post, I'm like, we can make that better.
44:53
We can make that better.
44:55
And every time anything you do, you're either moving forward or you're going backwards.
45:00
So that's the goal of my Instagram make it consistent and make it quality.
45:04
I want to put out at least one real a week.
45:07
I'm going to continue to invest in higher quality content.
45:09
I literally have somebody joining that I'm having a call in the next 10 minutes that's
45:12
going to help me reply to every comment, every DM, it's like this is a farm with people.
45:18
Like people need to be serviced and stewarded and we need to add value.
45:21
So I just want to end with this like a little bit of gratitude because the story of zero
45:24
to 50 million isn't possible with three things.
45:27
Number one faith literally could have not done it the first six months.
45:30
If I didn't have something to lean on and something to guide me and open doors that had
45:33
nothing to do with PJ or senzo.
45:35
Number one, number two, my wife for being crazy enough to let us move, support me, endorse
45:40
me and listen to me, be a clock at two up at two o'clock in the morning.
45:43
Many times the first six months losing my mind, she was there every step of the way.
45:48
And then number three is mentors.
45:49
Like if it wasn't for those three, it would have been zero to five million and I wouldn't
45:53
have made it on the podcast.
45:54
That's awesome, man.
45:56
And you're such a good soul really and you really do care.
46:00
And so I think that's what's also why you're impacting people is because you're coming
46:03
at like people can sense and feel that.
46:05
You know what I mean?
46:06
Thanks bro.
46:07
You're doing a lot of good stuff and you're a mentor to people today.
46:09
You should know.
46:10
So we're going to put a link to your Instagram.
46:11
People are going to reach out to you and you know when you get time, obviously just give
46:16
a little response and and some grace, which I know you some people some grace.
46:20
But we're going to put that in the show notes, folks.
46:21
So check that out.
46:22
But PJ man, congrats on all your success.
46:25
Thank you so much for making time today, man.
46:27
Yeah, thanks brother.
46:28
Thanks for all your don't for the industry.
46:29
Appreciate you Jeff.
46:30
It's a labor of love.
46:32
So listeners, you know what to do if you like this episode, hey, leave us a review.
46:35
We appreciate that and check the show notes for a connection with PJ and we'll see you
46:38
on the next one.
46:39
Okay.
46:40
That's it for today's episode.
46:41
Before we wrap up, I just wanted to remind you about my agent classes, your proven
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system to double your agent referrals in just 90 days.
46:49
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producing agents who want to send you business with done for you presentations, marketing
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automation, weekly coaching.
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It's all designed to make growing your business easier and fun.
47:05
So if you're ready to take control of your agent referrals and grow your income, visit
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mortgage marketing.pro or check the link in the show notes and why you're there.
47:12
Don't forget to check out the success stories from other mortgage pros who've already seen
47:15
incredible results.
47:16
Thanks for listening and I'll see you on the next episode.