Latest / Mortgage Marketing Radio / Forward Event Recap Part II: Proof Over Promises

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Forward Event Recap Part II: Proof Over Promises · Mortgage Marketing Radio

• 0:00
  Hey, what's up, Jeff?
• 0:13
  Zimfer coming at you.
• 0:14
  The humble host here of the mortgage market radio podcast.
• 0:17
  Thanks for tuning in.
• 0:18
  If you're liking the show, liking the episodes, getting value, getting content, please check
• 0:22
  the link in the show notes and leave us a review.
• 0:26
  It's called rate this podcast.
• 0:28
  There'll be a link somewhere in the show notes description, et cetera.
• 0:31
  If you'd just tap on that and head on over to leave us a review, really appreciate that
• 0:35
  because it helps us reach more people.
• 0:37
  All right, listen before I get in today's content, I am coming at you hot and heavy,
• 0:42
  great off of a rotator cuff surgery.
• 0:46
  That's right, yesterday.
• 0:47
  So I'm recording this today.
• 0:49
  Wednesday, August 14th, yesterday, I went in and had long overdue rotator cuff surgery
• 0:56
  that had been bothering me for going on year and a half or so, two years, bone spurs
• 1:01
  developed, which caused a little bit of a tear in the rotator cuff.
• 1:05
  And so here I am, sitting in a sling, using one arm and still coming at you.
• 1:10
  So why am I sharing with you that well just because, hey, why not?
• 1:14
  You've been listening for a while and I feel like we have this kind of connection and relationship
• 1:19
  now and it's always helpful and useful to share what's going on.
• 1:22
  And if you didn't see, I posted on the Insta story, a picture of me in the gown or gurney
• 1:28
  with that wonderful hair and ed on.
• 1:31
  And I thought I was going to upgrade to the fry station.
• 1:33
  Anyway, as I sit here and I should probably take a photo of this.
• 1:37
  Here we go.
• 1:38
  Let me do this right now.
• 1:39
  So this is live real time recording.
• 1:40
  Here we go.
• 1:41
  I'm going to take a photo with me with my arm kind of strapped, kind of balance the phone
• 1:45
  in my hand.
• 1:46
  There we go.
• 1:47
  All right, I just took the photo.
• 1:49
  So look for that to be posted somewhere on the social school.
• 1:51
  Follow me.
• 1:52
  You can do what to do and look me up, mortgage, bargaining, radio, whatever, all that stuff.
• 1:56
  And make sure you're subscribed.
• 1:57
  By the way, I got to share with you a couple of wins of the week also.
• 2:00
  As you know, what we do is we help mortgage loan originators move from being seen as a
• 2:04
  sell a stir and vendor to a partner in peer.
• 2:07
  How do we do that?
• 2:08
  We help them build a platform that helps them become five mile famous in their local community,
• 2:14
  particularly amongst their local real estate agent population.
• 2:17
  Why?
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  Because it's still the single best source for high quality, high conversion low cost
• 2:24
  low drama purchase referrals.
• 2:28
  And it's an incredible time to go into your local market and lead with education to help
• 2:32
  agents navigate this change around the NAR settlement situation.
• 2:36
  We've got a lot of our members teaching our classes that are doing that.
• 2:39
  And I wanted to bring with you a couple of wins from the week on that real quick.
• 2:45
  So if you're listening shout out to you, Tony, what's up, Tony lady, lady, lady, I don't
• 2:50
  know, you're going to tell me how to pronounce that Tony, light, lighty.
• 2:54
  So Tony has had two meetings with two different title companies today to talk about partnering
• 2:59
  on classes and it's the year he responded to my Facebook message.
• 3:05
  And he says starting September 10th and every second Tuesday of the month, he'll be doing
• 3:08
  classes at one of the title offices with one of their title reps.
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  Tony has a meeting with her tomorrow to discuss the first few classes and how they will be
• 3:17
  marketing it.
• 3:19
  So guys, that's called partnering for profits.
• 3:22
  That's called leveraging affiliates in your local market.
• 3:25
  It's highly likely that other affiliates know more agents than you do.
• 3:29
  Title S grow home warranty, pest inspection insurance, right, all those things.
• 3:35
  And that is a wonderful partner for you to team up with if you're going to want to expand
• 3:39
  your network, whether it's through classes, events, headshot, happy hours or whatever
• 3:43
  it is.
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  So shout out to you, Tony, for doing the work.
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  That's what it's all about.
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  That's where things get done is when you do the work.
• 3:51
  In addition to that, I have another quick success story coming at you from Brady, Brady says
• 3:59
  he's been leaning in heavy on the class we have, which is winning the buyer presentation.
• 4:06
  And then he has one as well called protecting your buyer agent commission.
• 4:09
  He had 80 agents on a zoom today.
• 4:12
  And this was an email from an agent that he knows but had never worked with.
• 4:17
  The agents now fully understand they need us as mortgage professionals.
• 4:21
  Now is the opportunity to build relationships.
• 4:24
  So Brady goes on to say, this agent sent him this email, hey, Brady, thanks so much for
• 4:29
  a really great seminar.
• 4:30
  I'm going to paraphrase this with some insightful and powerful ideas.
• 4:33
  Would you be able to share any of the slides?
• 4:34
  I have to internalize some of these points.
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  Thanks again, such as this brokerage is having something on Wednesday, but I was going to
• 4:41
  try and catch what I can, I really appreciated the cloud of ideas.
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  Can you see how I can really see how good communication with highly intelligent quality
• 4:50
  lenders is going to be even more important?
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  So on and so forth, I won't be working with buyers that have their family member from
• 4:56
  out of town or an internet company lender anymore.
• 5:00
  This shit is about to get next level complicated.
• 5:03
  Boom, so he gets that from an agent who he's never worked with but knows and was kind of
• 5:07
  one of those agents in the peripheral, right?
• 5:09
  And now this is an opportunity that he engaged with this agent, 80 other agents, and it's
• 5:14
  an opportunity to move people forward.
• 5:17
  Guys, you know, the world we're in right now is the, the war of attention, right?
• 5:22
  The name of the game is attention.
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  The new, as a matter of fact, I heard it said the other day, it used to be that content
• 5:27
  is king.
• 5:29
  Now community is king and how are you building a community in your local area of other professionals
• 5:36
  who can send you business real estate agents are still one of those peer pillars and go
• 5:41
  ahead, let's go off about realtors versus consumer direct.
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  I'm going to do one of those debates coming up soon.
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  But the point being is it's not one or the other.
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  It's both.
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  It's all, right?
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  And so it still makes sense to have agents in your sources of business.
• 5:57
  Now how you go about getting that agent business is the area that most originators have struggled
• 6:01
  over the years.
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  And that's where we come in.
• 6:03
  We help you attract versus chase top of the funnel awareness and conversations at scale.
• 6:07
  You've heard the stories on here over week, week after week after week.
• 6:11
  Oh my gosh.
• 6:12
  You know, what are you waiting for?
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  Do you want to slug it out?
• 6:14
  Do you want to chase coal call?
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  Do you want to be seen as a vendor and a solicitor?
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  Hey, if you do, that's cool, or do you want to lead with education and build a personal
• 6:22
  brand that attracts people to you and cuts through the noise?
• 6:25
  You can do it.
• 6:26
  Some of the examples I share with you every single week.
• 6:28
  You can book a call with me, mortgage marketing dot pro, go check it out, mortgage marketing
• 6:32
  dot pro.
• 6:33
  It's a 30 minute call.
• 6:34
  You and I will get acquainted.
• 6:35
  We'll see if we're a fit for each other and we'll go from there.
• 6:37
  If not, no harm, no foul.
• 6:39
  So go check it out.
• 6:40
  Okay.
• 6:41
  So this week, I'm going to be coming at you with another solo episode.
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  I'm going to break down a couple of the other key takeaways from the recent forward event
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  that I attended.
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  I did this episode last week as well.
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  There's just so much content in here.
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  It's about time I got to this for you.
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  But once again, if you don't know forward event, you can go to forward event dot com every
• 6:58
  year.
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  My buddy is Neil Dengra and Trev York host it.
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  Shout out to you guys.
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  It's a great event.
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  Fantastic event.
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  I've been three years in a row and you should go to the next one will be in July 2025.
• 7:10
  So I'm scanning my notes from a couple of the conversations.
• 7:14
  I shared with you the Rory Vaden takeaways from last week about building a personal brand
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  and what that really is.
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  I'm just going to do a couple of hot takes from the speakers this week looking at my notes.
• 7:28
  And some just jump into it.
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  So Gary Vee.
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  Gary was there as well.
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  I mean, talk about the lineup of speakers, man.
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  It is just top notch.
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  So Gary Vee is there and a couple of highlights from Gary business relies on attention.
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  Business relies on attention.
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  What did I just say?
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  It's an attention war.
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  Right?
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  We're competing for attention.
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  15 mile, five mile famous, okay?
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  So what gets attention, videos, pictures, written audio, right?
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  Selling is what you do when you don't know how to brand.
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  Both are useful.
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  The key is to get people to come to you versus you chase them.
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  Didn't I just say that as well?
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  The name of the, you know, I mean, the whole chasing agent thing has played out.
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  Selling is what you do when you don't know how to brand.
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  When you build a personal brand that attracts people to you that creates awareness and engagement,
• 8:17
  you don't really have to sell as much.
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  And by the way, I'm not saying selling isn't a useful, important skill.
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  It is.
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  But wouldn't you rather attract than chase?
• 8:27
  Okay?
• 8:28
  All right.
• 8:29
  Let me keep going a couple of the key notes and these are just takeaways.
• 8:32
  Reminders for you.
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  Aha.
• 8:34
  It's just to think about this and where are you not applying these?
• 8:35
  What is the one to three ideas, concepts, takeaways from this session you're listening to
• 8:40
  right now that you can take away and apply in your business, okay?
• 8:47
  For those who talk about running ads, go organic, but put money behind performing content.
• 8:51
  You know, I talk about this a lot with real estate agents.
• 8:53
  I did a Facebook ads class a few weeks ago here in Vegas for real estate agents.
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  And you know, they were asking, of course, about running ads on Facebook.
• 9:01
  And one of the questions I always asked somebody when before when it gets into running ads
• 9:06
  is what has your organic content looks like?
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  Have you been posting consistently for six months, a year?
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  And if you haven't, my advice I usually give is to focus on posting organic content first
• 9:23
  and get good at that.
• 9:26
  For all kinds of reasons, we don't have time to get in here today.
• 9:29
  But one of the best places to start putting money behind an ad spend is on content that
• 9:36
  already performs.
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  Why?
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  Because you know it's already working because the algorithm's already done the thing and
• 9:42
  showed it to the people.
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  And now you know, if you just add some money to that, that's going to be gas on the fire.
• 9:48
  Does that make sense?
• 9:50
  Okay.
• 9:51
  Cool.
• 9:52
  Let's keep going.
• 9:53
  My, the next shout out for one of the speakers is Shara, Sharan, Sardavatsa.
• 9:58
  I don't know if I got that right, but he is the CEO, president, founder of Real Brokage,
• 10:04
  just a superstar dude.
• 10:06
  I'm going to have him on the podcast actually.
• 10:09
  And I would suggest you look him up on YouTube.
• 10:10
  I'll link to it all this kind of stuff in the show notes so you can go follow him.
• 10:14
  But one of the key concepts he talked about was proof over promise.
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  I love this.
• 10:19
  Share proof, share proof over promise.
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  Everybody's promising.
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  And that's why nobody believes anything anymore, right?
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  It's like everybody's promising this, that, the other thing.
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  But show me the proof that you've done it.
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  And this is particularly important for you listening to the loan officer.
• 10:34
  And this is also for real estate agents.
• 10:37
  Share proof of pre-approved buyers with agents to help them win more listings.
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  What does that look like?
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  Here's what it is.
• 10:44
  Have a conversation with an agent and say, hey, Mr. Mrs. Agent, are you going on any listing
• 10:49
  appointments?
• 10:50
  Yes.
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  Do you have to compete for those listings?
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  Yes.
• 10:55
  Would it be helpful if you could actually demonstrate to those potential clients, right?
• 11:02
  The sellers you're going to meet.
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  One of the things you bring to the table is that you've got a list of pre-approved buyers.
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  And it's not just hype or talk.
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  You actually show them a list.
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  And then you as a loan officer, this is your realtor partner, share.
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  Give them the list.
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  Now you can black out the names and all that kind of stuff, right?
• 11:19
  Or only give up a first name, no last name, black out.
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  But there's a way to do this to still protect the integrity, right, of these clients.
• 11:26
  And there's a way to explain that.
• 11:27
  So it makes sense.
• 11:28
  But let's just say you've got how many pre-approved buyers do you have right now, right?
• 11:33
  They're just looking for properties waiting or whatever they haven't found a property yet.
• 11:37
  No offers made.
• 11:39
  How many of those pre-approved, right, for that particular agent, okay?
• 11:43
  So think about how you could use that idea to help those agents show a list of pre-approved
• 11:46
  buyers.
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  That creates confidence, right?
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  That's proof over promise.
• 11:51
  Does this make sense?
• 11:53
  Okay.
• 11:54
  Now, another idea for you, open houses are coming back in a large way.
• 11:59
  We'll go into that on a future episode.
• 12:01
  In terms of a source of leads, et cetera, and things like that.
• 12:04
  And it's about capturing those leads and nurturing them long time.
• 12:06
  Here's an idea from Sharan.
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  Open house follow up.
• 12:10
  Give a list of attendees.
• 12:11
  Now, this is where you get with your real estate agent.
• 12:13
  This is why you want to consider maybe doing some open houses together.
• 12:16
  You offer to take the list of open house attendees where you've got the, you know, the information
• 12:20
  list and those people who signed in and they should be doing digital sign in obviously
• 12:24
  these days.
• 12:25
  But you've got this information, right?
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  And you offer to call and check in after the open house.
• 12:29
  Also, it's the weekend, the open house thing.
• 12:31
  You call and follow up on Monday.
• 12:33
  Hey, what's up, Jeff, ABC mortgage, and you stopped into that open house over the weekend
• 12:38
  hosted by Brad Jones on one, two, three, banana street.
• 12:41
  Just wanted to follow up and say, how's your search going?
• 12:44
  I work with Brad Jones and he or she requested that we touch base with you after your open
• 12:50
  houses to see if any questions, any more details you wanted around financing options, right?
• 12:56
  You want a second opinion if you already have a financing solution, right?
• 13:00
  You guys are smart enough to know where, how to, how to take that.
• 13:03
  But what if you could actually contact the agents and say, Hey, are you doing any open houses
• 13:06
  this week?
• 13:07
  And I would love to offer an opportunity for me to follow up on those attendees and see
• 13:11
  if I can move them forward in the next stage, qualify them a little bit more, you know,
• 13:16
  et cetera, like just offering to do that.
• 13:19
  How many other L.O.'s are not doing that, not even thinking of it most, okay?
• 13:26
  Two great ideas there, guys, use them, okay?
• 13:32
  Your job, now I'm just continuing through my notes there, back, I'm going to put full
• 13:35
  circle on this.
• 13:36
  So our job is to sell the process.
• 13:38
  The process has proof.
• 13:40
  Why do you want to provide proof because it gives them confidence and safety and helps
• 13:44
  establish credibility and trust?
• 13:46
  How about you as a loan officer?
• 13:47
  How many deals have you closed?
• 13:48
  How many of your offers have gotten accepted or won?
• 13:51
  So this is another idea that you can share with real estate agencies.
• 13:55
  How many of your offers submitted offers, right?
• 13:57
  Get accepted.
• 13:58
  I know when I interviewed Matt Weaver, number one loan officer in the state of Florida
• 14:03
  and arguably the country, depending on how you're looking, sliced at the numbers.
• 14:07
  But some ads are doing over a thousand loans a year.
• 14:10
  And one of the things that Matt brings to the conversation with real estate agencies
• 14:15
  that I forget what it is exactly, but something like 98% of his offers get accepted.
• 14:25
  So many teams of the real estate agent, right?
• 14:27
  When they do pre-approvals together, what's he's focused on?
• 14:30
  He's focused on showing proof, and by the way, he doesn't just say it.
• 14:34
  He shows a list of closed transactions, right?
• 14:41
  To establish credibility and trust that he actually does what he says he's going to do.
• 14:46
  Very simple for you to put together, you know, in a Canva document, do a screenshot of
• 14:50
  your CRM or whatever it is.
• 14:51
  And again, there's ways to work this where you're just going to show transactions, offers,
• 14:55
  accepted, and things like that.
• 14:56
  You don't have to show names.
• 14:58
  You guys get what I'm saying, right?
• 14:59
  These are high level concepts for you to now take and put the work in your own business.
• 15:03
  Does this make sense?
• 15:04
  So Sharon called this show flow demo, right?
• 15:08
  Here's another idea.
• 15:09
  I want you to take this idea and share it with your real estate agents.
• 15:10
  This is a good one.
• 15:13
  Have a conversation with your real estate agent.
• 15:14
  Let's just roleplay this.
• 15:16
  Hey, Mr. Mrs. Agent, do you have clients, prospects, who use Zillow or Redfin to search
• 15:21
  for homes?
• 15:22
  Well, of course they do, right?
• 15:24
  So here's what you want to do.
• 15:26
  You want to coach the real estate agent to tell their prospects, their clients, send me
• 15:33
  the homes you're interested in on Zillow or Redfin.
• 15:36
  And here's the key point.
• 15:37
  They're not going to know how to do it.
• 15:38
  So you have this conversation with the real estate agent or even you dealing with the buyers
• 15:41
  directly, if you're in person with them, show them how to do it on their phone, show them
• 15:46
  how to forward share listings of homes they're interested in.
• 15:52
  You may need to get out your phone if you're meeting with the agent or whoever.
• 15:54
  Get out your phone, get in the app, choose a home and send it.
• 15:58
  Okay?
• 15:59
  Show them.
• 16:00
  And if you're sitting there in front of them, you literally on their phone.
• 16:03
  You grab their phone and go, hey, I'm going to enter my phone number right now and you
• 16:06
  show them how to do that.
• 16:09
  Why do you want to do that?
• 16:10
  Well, because you want to loop the agent back in, right?
• 16:15
  You don't want those prospects out there unattended becoming orphaned.
• 16:22
  We need to build a fence around those prospects.
• 16:25
  And this helps the realtor helps you, right?
• 16:29
  Provide additional context, answer questions, perhaps schedule showings about those particular
• 16:35
  homes that they're interested in and not necessarily, you know, waiting on the timeline
• 16:39
  of those prospects who may get busy, life gets in the way, or they talk to themselves
• 16:43
  out of it, or whatever the case is.
• 16:45
  Again, just another idea.
• 16:47
  These are ideas, more ideas per minute than any other podcast on the planet.
• 16:52
  Yeah, yeah, yeah, all right.
• 16:56
  So how long have I been running now?
• 16:57
  Let's see.
• 16:58
  16 minutes.
• 16:59
  So these are supposed to be quick hits.
• 17:00
  I think I'm going to stop there.
• 17:01
  Guys, if you're liking these short form style content, let me know.
• 17:05
  Let me know what topics you want to talk about.
• 17:07
  How do you do that?
• 17:08
  Hey, go on my social, go on Instagram, right?
• 17:11
  Look me up.
• 17:12
  Instagram.
• 17:13
  Or join our private Facebook, private face.
• 17:16
  I think the meds are kicking in on my surgery.
• 17:19
  Join our private Facebook group, just for podcast listeners, you go to Facebook, you
• 17:23
  look up mortgage marketing radio.
• 17:24
  That's where you do it.
• 17:25
  Or you can DM me on Instagram, head over there, look up my name, G-E-O-F-G-F-Zumford.
• 17:30
  You should be able to find me there.
• 17:33
  And let's have a conversation, right?
• 17:36
  That's it.
• 17:37
  Quick hits.
• 17:38
  Do it.
• 17:39
  Apply it.
• 17:40
  Guys, this is the opportunity to go grab market share around the SNAR settlement thing.
• 17:45
  We're doing a lot of conversations and training and teaching agents how to navigate the conversations,
• 17:50
  how to level up their value proposition to integrate you, the lender, as a key part of
• 17:54
  the buyer proposal, the buyer conversation, the buyer value proposition.
• 18:00
  Now more than ever is the time for you to get out there and insert yourself into this.
• 18:04
  If you're looking for help on how to do that, DM me.
• 18:07
  Let me know.
• 18:08
  We're here to help.
• 18:09
  Check it out.
• 18:10
  And if you like this episode, remember to rate it.
• 18:11
  Leave a review.
• 18:12
  Appreciate you.
• 18:13
  See you on the next one.
• 18:14
  Bye for now.