Latest / Mortgage Marketing Radio / Ep #12: The Ultimate Guide to Hosting REALTOR Classes

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Ep #12: The Ultimate Guide to Hosting REALTOR Classes · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
real estate agents is essential for success.
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However, finding effective ways to secure agent relationships can be a challenge.
0:11
With so many mortgage loan originators vying for the attention of real estate agents,
0:15
it can be difficult to stand out and establish meaningful connections.
0:20
Our new case study featuring loan officer Chris Cogill is a must-read.
0:25
This has closed a remarkable 36 million in funded loans from agent referrals.
0:31
And in this case study, he shares his proven strategies for building strong relationships
0:35
with real estate agents and leveraging those relationships to drive more business.
0:39
To get your hands on this resource, head over to LOKestudy.com and download your free copy
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of the case study today.
0:47
You'll find actionable insights and practical tips that Chris used to close 36 million
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in funded loans from agent referrals and how you can, too.
0:56
Don't miss out.
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Go check it out right now, visit LOKestudy.com and download your free copy today.
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Well, welcome to another edition of Mortgage Marketing Radio.
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I am your host, Jeff Zimper.
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Thank you for tuning in.
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So we're doing something a little bit different today.
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Today, you've got just me.
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That's right, no special guest interview today because I wanted to dive deep into this
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topic of how to succeed with hosting realtor classes and workshops.
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And so I wanted to address the kind of the issues that I see come up most often for loan
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officers in struggling to host real estate agent classes and workshops and in bottom line
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in succeeding with real estate agents in general.
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You know, when you think about it, you never get a second chance to make a first impression.
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And that's so critically important when it comes to, you know, partnering with real
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estate agents and your first engagement that you have with agents out in the marketplace
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and what are the first words that you say when you engage with them, be it in person or
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over the phone.
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And so I want to spend a little bit of time today diving in on today's podcast all about
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the challenges that you're facing most often when it comes to, right, attracting, approaching,
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converting real estate agents to referral partners.
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So the problem stems from the traditional approach, right?
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And the traditional approach is typically something that is cold marketing, meaning a cold
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introduction.
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There's no pre-existing relationship there with the real estate agent.
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Let's say if it's a cold call, if it's meeting somebody at an open house or whatnot.
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And I'm not saying networking doesn't work and it's, you know, not useful.
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It definitely is, but if you want to actually have a proven, repeatable system of success
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and actually having predictability, you're going to need a process for that, right?
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It's not going to be winging.
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It's not going to be shooting from the hip just one off.
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It needs to be a process that's well thought out.
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And that is refined and applied on a consistent basis, not just onesy, twosy.
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Does that make sense?
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You know, there's a quote that I love from W Edwards Deming, who's actually kind of referred
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to as the, you know, father or grandfather of the total quality movement, TQM movement
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in the United States in this winner of multiple awards, including the Malcolm Baldwin
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Ridge award for quality.
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But anyway, Edwards Deming was a big believer in systems.
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And one of his quotes is 94% of all failure is the result of a system not people, 94%
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of all failure result of a system not people.
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And furthermore, small business guru, one of my, you know, mentors, if you will, Michael
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Gerber, author of the e-meth, why most small businesses fail and what to do about it.
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You know, he's been quoted many times and often referred to as the saying is, you know,
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the system is the solution, right?
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And that's what it comes down to, you know, is the system, is a solution.
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What's, think about the systems you have in your life and for, in other areas, right?
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It's system for how about eating right, right?
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You have a system for choosing the right foods, choosing making better choices, or as
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I used to like to say, making better bad choices, right?
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Trying to improve those choices.
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You have a system for staying healthy and fit for working out.
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Maybe your system is, you work out first thing in the morning before the day gets away
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for you and gets too crazy.
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Maybe your system is taking lunch like I do.
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I block out, you know, every day, approximately around the noon hour, right, for what I call
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my WOD, work out of the day, okay?
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So everything that's successful and that's dependable, usually has some type of a system
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attached to it, a system for a car, right, running for, it's got to have fuel, right?
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It's got to have power through the battery, electricity running through it.
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Your phone, for you, for you to be able to access and utilize your phone on a consistent
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basis and, you know, it all comes down to the system.
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And so you need to have three core systems to be able to successfully, you know, to succeed
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with real estate agents.
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And that is this.
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You need to have a system for attracting agents, meaning getting in front of agents or you
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don't, agents getting in front of you, but bottom line becoming known, right, amongst
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your local agent community, you need to attract, be, have a process for engaging, right?
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Engaging in a conversation, a dialogue, something that allows agents to get to know you like
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you and trust you over time.
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And then lastly, you need to have a system for converting agents to referral partners.
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Obviously, you're not going to convert 100%, nobody bats a thousand, you're going to convert
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a certain percentage, you may not know what that is, it will change in very over time.
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But unless you have a system for all three attracting, engaging and converting, what do
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you have?
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Nothing, right?
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You have a wish, a hope, and a prayer.
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And that is what I see is the biggest reason why mortgage loan originators struggle is because
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our friend, as W. Edwards said, 94% of all failures result of the system, not the people.
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So it's not your fault, hey, congratulations, good news, right?
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It's not your fault.
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It's the fact that you don't have a system.
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So I want to help you today get a system in place.
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As you know, I'm a big believer in fan and I think the most effective and efficient
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system for doing all those those three steps I talked about, attract, engage and convert
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real estate agents.
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I believe the best and most effective system for that is teaching, hosting, aging classes
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and workshops.
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And there's some specific reasons why I believe that's the case and let me share a couple
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of those with you and you tell me if you agree or not, okay?
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Number one, it starts with this idea that you need to rise above the noise, right?
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What I essentially, you need a platform.
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Think about the concept of picture this in your mind if you will of a lighthouse, right?
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So a lighthouse has the ability to be seen from far away.
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It guides people to a destined port.
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It is a kind of a safe destination to take me into that trusted area if you will.
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It stands out from other things around it.
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It gets noticed amongst a lot of noise, if you will.
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You need a platform to be able to increase your visibility to scale your reach and to drive
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engagement.
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Does that make sense?
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I mean, in your local community of real estate agents, there's a lot of noise, right?
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There's other loan officers competing for their attention.
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So if we need to rise above that noise, we need to think like that beacon of light, a lighthouse
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in our local community amongst real estate agents, and we're not going to get the attention
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or notice we deserve or want by following the traditional methods of the traditional sales
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process, which is interruption marketing, right?
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Whole calling, door knocking, closed offices in house lenders, so on and so forth.
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Simply not effective, not highly leveraged, okay?
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So the traditional sales models broken, only 2% of coal calls result in an appointment.
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And the process by which people are open and receptive to engaging with you and buying
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from you and building that trust and likeability, it's changed.
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It's not what it used to be, right?
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The old sales funnel, if you will, is you know, get somebody's attention by interrupting
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them, right?
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Hopefully generate some interest and then go for the close.
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Well, today it's different.
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Today people engage on what you've heard referred to people call a journey, a buyer's journey.
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Real estate agents are the same way, right?
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They're human beings.
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They are engaging on a journey, a process of first A, becoming aware of you and then B,
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being able to engage with you over time to build that likeability and that trust so that
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they can ultimately reach that point of conversion commitment decision to say, yes, I'm going
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to send you a referral.
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I'm going to trust a little bit more.
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I'm going to extend the olive branch because you've built up some trust and affinity and
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value with me over time.
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This is a process that doesn't happen instantly and is unlikely to happen exclusively from
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a single call call.
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It's, as I've been alluding to all along, a process, it is a process, not an event.
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Does this make sense?
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If we're going to succeed with agents at scale, we need a process for getting them in
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the top of the funnel to be able to build that engagement and that trust so that a certain
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percentage come out the bottom of the funnel and convert to referral partners.
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Are you with me so far?
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Great.
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Let's keep talking about then why teaching agent classes is the best method for this.
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Not only is it helping you build your platform to get awareness to become known, but it's
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also positioning you as an authority.
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Typically, how do you view somebody who's providing content or education that's useful
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and relevant to you?
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Does that build a certain amount of trust and affinity with you?
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I would think so.
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Does that position that person as someone of an authority?
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I mean, you think about somebody like Tony Robbins or Gary Vaynerchek or Michael Hyatt,
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Dave Ramsey.
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All right, the list goes on and on.
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This is Brown, Zig Ziglar, Brian Tracy.
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These people have positioned themselves by using a platform and a platform from a variety
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of ways, whether it's speaking, writing blog posts, those types of things, creating videos.
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That's all goes into building the platform, but that's also, they're teaching, they're providing
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information and they're positioning themselves by default because they're doing those activities.
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They're perceived as an authority, they're standing out and being unique, they're looked
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upon as already being successful and they are attracting people to them to want more,
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to want to engage, to get more of what they're giving out, the content, the ideas, the tips,
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the tools, the strategies, the guidance, right?
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Because that's what people want.
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So a great benefit to teaching engine classes is those positioning elements.
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It is a great platform, a conduit to build your brand, to position yourself as an authority
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and unique and successful and as a distribution channel through which to add tremendous value.
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That value in the way of content, ideas, tips, tools, resources, information that helps
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agents with a problem they have and these problems are typically in the area of business.
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How do I attract more buyers and sellers?
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How do I manage my business more successfully?
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How do I keep up with all the latest tools in terms of online offline, social media?
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How do I make sense of it all?
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How do I manage my time better?
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I mean, the list goes on and on.
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What we need to understand is we become a conduit for helping them with that.
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Adding value, we're making a difference.
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We are making deposits in that the bank account of the KLT bank, right?
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I want you to imagine that each real estate agent you interact with, right, is a bank
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account for you, each one of them.
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Those bank accounts will produce a certain return.
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The bank account called real estate agent will not produce any return unless you've made
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deposits in that in the form, the currency of value, right?
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Because that is going to add the value through these ideas and solutions and teaching agent
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classes and sharing content with them in various forms is going to make emotional deposits
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in there to build your KLT factor, the no-like interest factor.
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That will begin to pay dividends like any other financial account that pays dividends.
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The dividends you receive are in the form of ultimately referrals.
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That doesn't come without first having the KLT factor, right, no-like interest.
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You continue to build up the balance in those bank accounts by continuing to make deposits
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through the value you add, not through the great rates, great service we close in 12 days.
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Even things such as VA programs and heroes, homes for heroes and all those other things,
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heroes are all relevant and useful.
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But if it's strictly product-based, we begin to lose our effectiveness or uniqueness with
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that when other companies and loan officers have the same products to be able to offer,
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right, whether it's the 10-day close or whatever it is.
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But it's the fact that by association, their life is improving because you're making
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deposits into their bank account to help them grow and enhance and become better real estate
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agents.
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They're not getting that from anyone else, any other mortgage loan officers in your local
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area.
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Does this make sense?
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So by you doing that, you're immediately distancing yourself from all the noise, okay?
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So let's continue on.
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Why else would you want to teach real estate agents classes?
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Well, it's a numbers game.
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You need to put the law of large numbers to your benefit, to work for you, right?
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It's interesting.
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Today, you need more agents than you did in the past.
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I just watched a video the other day from a top producing mortgage loan officer in Arizona.
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Last year, she closed 500 units, 500 loans, okay?
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She has 70 real estate agents that refer her business, 70.
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How many do you have?
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Four.
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Do you even have 10?
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And if you need 10, 20, 40 agents, whatever that number is for you, how hard is it going
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to be to get there using your current methods?
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Are you doing it onesy-tuzy, coffee talk, cold call, let's meet, let's chat, have lunch?
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If so, it's a long road.
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Teaching agent classes helps you scale your reach.
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You reach more agents and less time.
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By reaching more agents and less time, you're able to improve your conversion rate and
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more quickly get to the volume of referrals that you need because in order to get referrals,
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you need multiples of real estate agents because we know agents perform at different levels.
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Out of 70 agents, not every single agent is going to give you a referral every single
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week or month.
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It doesn't work like that.
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You know this.
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That's why we need a large base of agents because they'll be varying levels of productivity.
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So we need to balance that out so we don't experience the constant roller coaster in our
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business.
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Does this make sense?
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Now, obviously you can balance out the roller coaster of production of funding in your
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business by having other sources of business than just real estate agents.
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And I encourage you to do so.
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Your past database, other referral partners like financial planners, some types of direct
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consumer response marketing that you're doing, your online activities, whatever it is.
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There's those other pillars and those are all relevant in certain situations.
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But I'm here today to talk about getting referrals from real estate agents because historically,
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that is the highest ROI or ROE return on effort when applied correctly.
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Why?
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Because it doesn't require you to spend thousands of dollars in paying leads and buying
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ads and whatever the case is that with algorithms that are always changing and having to have
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multiple things set up to be able to capture and convert those leads.
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With real estate agents, you're going to the source.
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You're going to where 98% of buyers go today to purchase a home and that is a real estate
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agent.
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Those are the NAR statistics, not mine.
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People get online to look at homes, yes, but then almost just shy of 100% of them actually
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obtain that home through a real estate agent.
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That's why it's still what I call an oil well in your business.
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That oil well is once it's tapped, it continues to produce black gold, steady stream of referrals
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for you on an ongoing basis.
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Are you with me?
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Great.
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Then let's talk about the other important element to hosting real estate agent classes.
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Why it's so powerful and that is because of the personal impact that you experience,
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the day experience of in person versus online.
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Think about the elements that go into building trust, building rapport.
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Think about the significant other that you have in your life, your spouse, your boyfriend,
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girlfriend, whatever it is, just friends for that matter.
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Think about the attributes of building a relationship, building that trust, building
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that likability and so on and so forth and really just being comfortable with somebody
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and feeling and becoming a friend, four out of six of the most important attributes
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of building a relationship cannot be achieved without the power of in person, which requires
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a rich communication environment.
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What do I mean by that?
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There are some examples of that.
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I'm glad you asked, right, how about if you are engaging on something and have the ability
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to capture and focus someone's attention on shared content that does not happen online.
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I'm sorry, it doesn't, Facebook, email, all good and relevant, but as you know, you
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are a click away from online.
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In a moment's notice, somebody can be distracted by the next dancing cat video or the email
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that comes in their inbox and your dust.
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Secondly, when you're in person and in front of somebody, what you else you've got going
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for you is your tone of voice, right, unless it's a video or an audio, such as listening
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to right now, you get to experience my tone of voice, but if it's not, that's removed
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from the elements of successful communication.
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Obviously, facial expressions, body language, right, hand movements and gestures, just the
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physicality of being in the presence of another human being.
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It allows you to build trust faster, develop more rapport and like ability, which gets you
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and your agents further down the road to that point of, are we going to do the tango or
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not?
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Are we going to become referral partners?
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Are we going to be interested in, do we have synergy in working with each other, right?
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That's why the power of a person is so much more powerful than online.
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As great as online is, right, you look at all the elements that you've got going in your
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favor with agent classes and workshops, positioning, right, puts you in the power position.
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You flip the funnel because agents are coming to you instead of you chasing them.
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It's a system for putting agents in the top of the funnel, right?
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You're establishing authority, standing out from the noise and you're instantly perceived
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as unique and successful.
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You're not asking for a loan yet.
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You're being a go-giver instead of a go-taker.
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To quote my friend Bob Berg, author of the go-giver, which you can hear on a previous podcast.
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Obviously, with teaching agent classes, you're scaling your reach, getting in front of
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more agents more quickly, to sift and sort through the large numbers, right?
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It shortens the usual timeline that it takes to meet the required number of agents.
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You're normally chasing down individually one by one, so more agents and less time means
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improve your conversion rate.
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Of course, as I just mentioned, the impact of in person, okay?
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Unless that forget that, if you look at the top producer list, whether it's Scott Simmons
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Guide, whether it's the, you know, more professional magazines and so on and so forth, look at the
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list of activities that they do to build their agent business.
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And you'll see 80% of them on average, if not more, at some point or another in their
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business have used agent classes, workshops, lunch and learns and whatnot, as a key pillar
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of their business, for all the reasons that I just mentioned.
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And you can listen to some of the previous interviews on this podcast to confirm that.
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So in reaching the end here and kind of getting to close here, you know, there's multiple
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moving parts that go into obviously hosting agent classes and workshops, right?
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And as I've said, consistently throughout this, it's a process, right?
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It's not a one time event and that it can be done wrong, you know, in a recent webinar
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or I did, I surveyed the audience and I asked them, what are the two biggest areas that
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you struggle with if you've hosted agent workshops in the past?
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And one of the biggest ones was filling the room, getting butts in the seats.
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So I want to spend a couple of minutes about the five steps to hosting a successful agent
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event, okay?
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So number one, it comes down to this, choosing a compelling topic.
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Don't overdo it with mortgage topics.
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Focus on business related topics, right?
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From marketing to social media, database marketing, agents are hungry for good content related
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to their specific business challenges.
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By the way, you can take a survey, a poll, do a poll on Facebook, okay?
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There's a polling feature built into Facebook, really easy to do that.
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Send out a basic email poll, ask for, you know, two answers back, three answers back.
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What's the biggest issue you struggle with in your business right now?
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That should be a standard question you have for every agent sit down you have, right?
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Dive in, do a needs analysis.
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So number one, if you want to capture agent's attention, you have to have a compelling topic,
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right?
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Can't just be the same old, run of the mail topic that everybody else is doing you've
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heard of before.
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Some examples of done for you presentations that we've done in the past, new rules of
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real estate marketing, how to get noticed and get clients in today's noisy world, right?
26:03
Money or real estate marketing, your social media sucks, five easy steps to get, stop
26:08
getting ignored and get more clients from Facebook, YouTube and more.
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Secrets of lead, follow-up and conversions, 25 tips from top producers, right?
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These are all very business related specific to the real estate agent challenges.
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So number one, compelling topic.
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Number two, element two, hosting a successful agent event, don't do it alone, partner
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with affiliates, team up with your local title, escrow, home warranty and insurance rep.
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It's a great way to help spread the word, defer costs amongst the group, for launch,
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coffee, whatnot.
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But most importantly, these affiliates, title escrow, et cetera, home warranty, they can
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get in offices you can't get into.
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They've got access to agents you don't even know.
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They can tell you who are the good agents and who aren't.
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They can help get butts in the seats.
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They, by partnering with you, you have now borrowed credibility.
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You have implied trust because the agents that they have relationships with already,
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they already know like and trust them.
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So there's the implication that, oh, well, if you know, Mary Jo from ABC title is teaming
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up with, you know, Frank over at ABC lender, huh, must be a good deal because I know
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Mary Jo and she wouldn't align herself with anything that's not professional and useful.
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Does this make sense?
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Okay, number three, what I used to call shock and awe marketing, I'm not calling multi-channel
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marketing, it's the same thing, it's basically use multiple tools and methods and channels
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to promote your launch in workshop class.
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Those include event flyers, social media, email, broker preview meetings, border realtor
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meetings, Asian office meetings.
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You need to have a shock and awe approach, get the word out in a large way.
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Okay, number four, use technology to help offload some of the heavy lifting, if you will.
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Technology such as event bright, right, which allows you to easily set up a professional
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reservation page with built-in Google map, with a ticket counter, with the ability to print
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and deliver both digital and printed tickets, for you to print out an event, a attendee
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list, send reminders, it's just a phenomenal tool that you don't have to worry about it
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once they click the RSVP button or go to the website address you're given with event
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bright to make a reservation, they do it all for you and it's free.
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Number five, most importantly, the F word.
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We're going to keep it clean for now, but you know what the F word is, freaking follow
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up, okay?
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It's a free event, the real estate agents, they're busy, expect a 30% no-show rate, don't
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be shocked by that.
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But to maximize attendance, you must follow up multiple times, and I'm not even talking
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about the post event follow up, I'm just talking about pre-event, make at least three
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confirmation calls, once at the immediate time of the RSVP within 24 hours, twice leading
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up to the event, the minimize drop off, okay?
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That's just before the event, and think about it, it gives you a great opportunity to connect
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with the real estate agents so that now you're starting to build kind of, instead of
29:35
co-call it to warm call, you're getting to know these people, even if it is a voicemail,
29:39
they've heard your voice on the voicemail, they're beginning to get a sense of who you
29:45
are, and now when you get to your presentation, you don't feel like, oh my gosh, these people
29:49
are total strangers, I don't know who they are.
29:52
You've called, maybe you've had a chat, you've left a message, a couple of laughs, a connection
29:57
on one or two of points, you know, you know each other the same people, we worked on this
30:00
transaction, whatever the case is.
30:03
But most importantly, it's the personal touch that's going to make the biggest difference
30:07
in your follow-up, are you with me so far?
30:12
What do you think?
30:13
Do you think that hosting agent classes and workshops can be the most effective means
30:18
for you to quickly and easily capture more agents?
30:22
Get more loans in your pipeline?
30:25
If you'd like more training on this, I've put together a special guide to help you to
30:29
dive in even deeper.
30:30
It's called the ultimate guide to hosting realtor classes.
30:34
How to quickly and easily capture more agents, build trust, and get more referrals.
30:41
What it is, it's an excerpt, it's a sample lesson from a master class called Powerful
30:47
Presentations.
30:48
That's available at certain periods throughout the year when we open up enrollment.
30:54
But basically what this guide is, is a 10 page report taking you through even further
30:58
in depth that we just covered right here today on the podcast.
31:01
I want to make that available to you.
31:03
It's a great download for you, free, it's no charge for that, just as a thank you for
31:08
being part of our community here.
31:10
If you want to grab that, there's a link below in the podcast, the show notes there.
31:15
You can find it at getpowerfulpresentations.com slash ultimate guide.
31:20
Just look at the show notes, there'll be a direct link to it.
31:23
If you like what you've heard here today, let me know, maybe share a comment or two.
31:26
Feel free to reach out to me and we will be back next week with another podcast, special
31:33
guest soon to be announced.
31:35
So stay tuned for that.
31:37
And feel free to just check in with me on our Facebook page at the Mortgage Marketing
31:42
Institute over there on Facebook.
31:44
Love to see you over there.
31:46
Hope you're liking what you've heard today.
31:49
If you like this podcast, do me a favor.
31:51
Subscribe on iTunes, there's a subscribe button right down below there.
31:55
Feel free to leave it a comment or two, leave a rating, you know, that's how we build
31:58
our awareness.
31:59
This is free for you.
32:01
And so if you're liking this, getting value out of it, just let us know, subscribe so
32:04
you never miss another show and let us know if you like it.
32:07
Okay.
32:08
Once again, this has been Jeff Zimper, your host for Mortgage Marketing Radio brought
32:12
to you by Mortgage Marketing Institute and I look forward to seeing you on the next
32:17
episode.
32:18
Thanks and make it a great day.
32:25
Thanks for listening to Mortgage Marketing Radio.
32:31
One more truth in Mortgage Marketing, get more free training and resources at MortgageMarketingInstitute.com.
32:39
Hey guys, what's up real quick?
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You've heard about the Mortgage Marketing Pro membership before and I just want to quickly
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remind you of that you're in a place in your business where you simply need more purchased
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loans.
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You need to fill your pipeline with purchase business.
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Let's just face it, agents are still a solid pillar of business and sources of purchase
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business for you.
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Well, good news.
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Our Mortgage Marketing Pro membership helps loan officers like you close more loans without
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the hassle of chasing agents or cold calling done for you agent classes, expert training
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videos, a marketing automation platform that automates the entire process for you, everything
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you need to build your personal brand in your local market, attract and convert agents
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And if you feel compelled to do so, book a call, we'll have a chat, we'll see if it's
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