Latest / Mortgage Marketing Radio / Ep 143: Lessons In Achieving The #1 Spot for Closed Units Statewide

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Ep 143: Lessons In Achieving The #1 Spot for Closed Units Statewide · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
real estate agents is essential for success.
0:06
However, finding effective ways to secure agent relationships can be a challenge.
0:11
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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.
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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.
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You'll find actionable insights and practical tips that Chris used to close 36 million
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Don't miss out.
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Go check it out right now, visit LOKestudy.com and download your free copy today.
1:17
Welcome to Mortgage Marketing Radio.
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I'm brought to you by the Mortgage Marketing Institute, your number one source for truth
1:24
in Mortgage Marketing.
1:25
Hey, Listers.
1:26
What's up?
1:27
It's Jeff DeZimfer bringing you another hot off the presses episode of the Mortgage
1:32
Marketing Radio podcast.
1:34
So who are you?
1:36
How are you?
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What's going on in your life?
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I'd love for you to connect with me a couple of different ways you can reach out directly
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Then they just came out with a brand new app, which you can download and get access to
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Once again, that's industry syndicate.
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You can check that out in the show notes or just Google industry syndicate and you should
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Also I want to acknowledge, again, listeners that love to hear your reviews and your feedback.
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Much like my friend Chelsea Pites has who Chelsea Pites is a leader, a podcast host in
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her own right.
3:40
She's also a member of the industry syndicate.
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You can find her show over there, the voice of social sales.
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You can find her on Instagram, kind of her main channel, Chelsea Pites, but Chelsea left
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me a review and so on to give her a shout out where she says as relevant info and guests
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the podcast brings relevant content focused on the education and elevation of the real estate
4:00
industry at large, interesting topics, guests and ideas that can be implemented immediately
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to increase your mind share and market share.
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So Chelsea Pites, shout out and thank you to you, we'd love to get you a podcast t-shirt
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as well, have you wear that proudly and all you need to do guys is when you do leave
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me a review, let me know you did, hit me up, typically Facebook, Messenger is the best
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Just heads up there might be a slight delay because in between inventory and usually it
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takes a couple three weeks to even get those back from my t-shirt provider.
4:37
So that's that and if you don't forget, by the way, these podcast interviews, if you're
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listening to this and you want to go deeper, we actually do have video versions of these
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over on the YouTube channel, we've got other video content over there we're growing
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that out so if you ever want to check that out, you can just go over to YouTube and search
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for mortgage market radio and find me on there.
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And then so let's get into this week's episode.
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So this week my special guest is Brian Case who is ranked as the number one originator
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by units in the state of Oregon, the equivalent of, I think it's over 270 units for roughly
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70 million plus or minus, he corrects me during the interview.
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So if you want the exact numbers, just listen in and get that.
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And I wanted to have Brian on here and this is just a short, down a dirty tactical review
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of what Brian's doing to generate so many units, so much business and he's been in the
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business for over 22 years.
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He has an assistant that's been with him for 20 years, amazing.
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He's got a team, three people that are his lead to contract people and three people
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that are his contract to close people.
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And we briefly unpack a little bit how he integrates using them into his business process.
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But what we dive in with Brian is how he leverages home bot to get massive open rates and engagement
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and referrals for himself and his realtor partners leveraging home bot.
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And that's really coming up a lot on my radar.
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We're going to do a deeper dive on home bot in future episodes.
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He talks about how he uses bomb bomb and automates the high touch with the high tech with birthday
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anniversary messages, integrating bomb to his overall kind of sales process.
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And then of course, he's keeping it real with lunch and learns, right?
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More if you will traditional approach, but this is where he has the opportunity to really
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go deeper with agents, create loyalty, add new agents to his funnel so they do a monthly
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lunch and learn as well.
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And you're going to hear a little bit about that and how he does those types of things.
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Oh, and then we talk about his process, 90% of applications that Brian takes or his,
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you know, that people complete are online using their online application on their website.
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But 70 to 80% of those online apps are converted to an in person meeting, which obviously increases
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trust, reduces resistance, reduces rate shopping and increases conversions for Brian and his
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team, which leads to his ability to close so many units every year.
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And we'll put links and everything in the show notes to to find Brian.
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I just think it's a really great look.
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If you want to hear from right kind of a top producer in terms of units and volume, right?
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One of the tactical things that are moving in the needle for him every single month.
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Well, listen to this episode and you will hear how it's working for Brian case at Guild
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Mortgage without further ado.
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Let's get into this week's show Brian case, welcome to the show.
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Thanks for having me.
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It is a pleasure.
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And what I always like to do is allow you to tell kind of your personal version of the
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intro.
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The listeners already heard the formal intro, but give us kind of a minute, two minute
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version of how long you've been in the biz.
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What do you enjoy about this business after how many years have you been in?
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You're up.
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You know, I've been in the business going on 22 years.
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I can't believe it's been that long, but you know, this business gets in your blood
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and it just, it doesn't get out.
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You can't, it's hard to leave this industry.
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The reason I do it mostly and it might sound cliche, but I love helping people.
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I get to travel a lot internationally.
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And I've seen what true poverty is and how people without a lot of opportunity live.
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And I just think in the States, we have so much opportunity and the average person has
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a negative net worth.
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And I try to take the approach to help my clients understand finances better and create, use
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real estate as a tool to create future wealth and prosperity.
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When you say you travel internationally, I'm immediately curious about that.
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Is that, are you involved in some philanthropic, like mission opportunities or what is that
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really?
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Yeah, I'm on the board for helping hands international.
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And so I've been teamed to Africa and places to do well projects and basically house building
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in Mexico, all kinds of projects that we do around the globe.
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And we do disaster relief locally as well.
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So again, it's just about trying to help give people a hand up, right?
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Yeah, but I think that's actually an interesting and a relevant point for the listeners, because
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so often we're caught up in our own bubble and to your point, right?
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We don't realize how good we have it here in the States.
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Absolutely, absolutely.
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We just did it last week.
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We did a campaign for the Oregon region for our company to raise $20,000 to put a new
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well in the orphanage or a school in one of the biggest slums in Nairobi, the Matari
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slums, and so we were able to do that.
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So like we are so blessed to do what we do and earn the kind of money we can and live
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the life that we can that you've got to give some back.
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Yeah.
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And do you incorporate any of that?
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I mean, I've interviewed other people who are active in various organizations, like give
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back homes, for example, or others.
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Do you incorporate that into any of your kind of just overall branding?
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I know.
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I was trying to do it from the heart, not for the business aspect of it.
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Obviously, some of that spills over from your social media and stuff when you post stuff
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that does go up.
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But again, that's not the reason I do it.
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I do it nearly from a heart perspective.
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And perhaps I should have asked that a different way.
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I know that's not why you do it.
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But oftentimes when I do talk to people that are involved with those types of activities
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and they're coming from the right place, to your point that spills over, that gets
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into the topic of cause marketing, right, and that people like to be like to a social
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people that are doing it.
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So have you seen that come up at all in conversations with clients over the years?
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Yeah.
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And we've done groups, group builds with like Habitat for Humanity.
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We've been involved in here as a group and we'll, you know, we've had a partner with
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some real estate agents and gone down out and got a Habitat house built and a day build
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and raised funds for that as well.
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You know what's interesting about that?
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I've done that too, back in the day Habitat for Humanity, back when I was with Country
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I'd too many years ago to remember.
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But the bonds that come out of that, like if you can do that with real estate agents,
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I mean the bonds, the relationships that are forged there usually are solid and last
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a long time.
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Well, it's, you know, this is a farce stretch of an analogy, but it's kind of like being
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in a foxhole with somebody, right?
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You make lifelong friends.
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Well, if you're kind of in that realm with them serving side by side for a common cause
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that doesn't, that's not about you.
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That does, that does seem to create some good bonds and it just goes deeper and isn't
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that what we really want to do with our entrepreneurs and the folks that we're doing business with,
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the deeper that relationship is, the more business you're going to be able to, to, to sustain
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over that lifetime relationship.
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Yeah, absolutely.
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Good stuff.
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Okay.
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Cool.
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All right.
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I'm sure that kind of enriches your life in many, many different ways.
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Let's pivot then and get into our, our previous conversation, you know, you kind of loaded
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on me all these tactical things that you're doing that help you become, if I'm correct, looking
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at my notes, 2018, number one unit lender in Oregon.
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Yes, sir.
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Okay.
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And that was for 252 units.
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Is that correct?
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I believe it was 271.
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I'd have to double check, but.
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All right.
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Well, I mean, we don't have to be exact.
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That's a heck of a lot of units.
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And the volume on that though was what, 64 millionish?
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No, it was about 76 million.
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Where am I getting my numbers from?
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I am completely off.
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What's good, good is the numbers are even higher than what I'm saying.
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All right, man, how do you become the number one unit lender?
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By the way, that's a heck of a lot of units, so congratulations.
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How do you become the number one unit lender in Oregon, the entire state?
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Well, I got to give a lot of it to my team.
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I've been able to track some great team members and build my team over 22 years.
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I did it wrong for so many years, and finally, I started hiring better, and again, I've
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got one assistant that's been with me for 20 years, so she's been phenomenal, but we
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were able to finally hire the right and track the right talent and just kind of leverage
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what we were doing.
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So the team is just extremely strong, again, it's about building your brand, doing a good
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job and then leveraging off of that, right?
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You mentioned you have an assistant that's been with you 20 years?
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That's correct.
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What's his or her role?
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She is now my production manager, so she handles contract to close.
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So I have my team broken up into two sections.
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I have the front end.
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There's what we call lead to contracts back in this contract to close, and she's basically
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my production manager and runs the whole contract to close.
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All right.
13:37
So that's like a really incredible statistic, as you I'm sure you well know in this industry
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to keep somebody that way.
13:43
Yeah.
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Secrets?
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Well, here's the, most of my employees, most of my team members have been here long term.
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It's about building a good culture.
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Most of the coaching programs you listen to, they try to have you extract as much out
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of people and pay them as little as possible, and I've taken a different approach to that.
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My motto is that rising tide floats all boats.
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So if I'm making good money, if I take care of people, the cost of replacing an employer,
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they say it's five times their annual salary.
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So why are we going cheap with some of these folks that are an integral part of our production
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process?
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I believe in paying people above what the industry is because again, it's, if the old
14:21
zig-zag with the right help people get what they want, you'll get what you want.
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You treat them nice, you pay them above average, they're going to give you above average
14:27
results, and they're going to stick with you a long time.
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That pays dividends over the years because your realtors get to be dealing with the same
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people as well.
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They're not saying a new person in your office every six months because you've blown them
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out.
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Let me ask you this question.
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I don't know if you remember in this case or other people you fired, I'm actually dealing
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with a couple of originators right now who are looking for assistance.
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Where did you find her or any recommendations on finding good people?
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She actually started out as our receptionist, 20 years ago, and then as we grew, she kind
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of then moved into kind of a processing assistant role and then processing, and then I finally
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hired her to my, she was my processor, but then I hired her on as my first loan officer
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assistant.
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So you just saw something in her, how she behaved or how she carried herself and things
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like that?
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Yeah, you know, that's, I think giving people opportunities when they're younger like
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that and you kind of grow them the way that you want.
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I think there's a lot of ledity to that.
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Another guy that works for another team that I managed here in Medford, she started
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out as working for Jimmy John Sandwiches and we hired her out of that environment as our
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receptionist.
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And then we see how they do in that role.
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They're multitasking.
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We start giving them more responsibility, which gives them more pressure so you can see
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how they react and how they operate under, you know, we have a lot of stress on our
15:49
jobs, right?
15:50
And so, you know, the resistance, right now it's under job description was the ability
15:54
to multitask in a high pressure environment, right?
15:57
So you can test them out in that reception role to see, do they have what it takes to
16:01
make it?
16:02
And you kind of expose them more and more to the industry and folks that are at that entry
16:06
level position to give them an opportunity to make the kind of income that you can make
16:10
in this industry over the long term.
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I just think they're more appreciative of it.
16:15
Yeah, absolutely.
16:16
That's awesome.
16:17
Congratulations.
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So it's all about the good people in the quality of your team for you to be able to grow.
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They allow you to do what you do so well, which we're going to get back into now, which
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is, you know, obviously not just tax because you're a very strategic person, I know also.
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But for those listening, let's unpack kind of like the key activities, if you will, that
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drive your business.
16:37
Back to my notes here, if I'm reading this correctly, bulk of your business is real
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state agents?
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Yes, and real state agents are probably our top and then we'll pass clients as well.
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But real state agents are our main focus.
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Yeah, let's take pass clients for a second, because I know you are a user of home boss,
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right?
16:57
Absolutely.
16:58
How long have you been using it?
16:59
Great.
17:00
Yeah.
17:01
We've been using it now.
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I think about seven months, the open rate on that is phenomenal.
17:07
I mean, the normal open rate on an email is about 5%.
17:13
The open rate on these is about 85% and the click through rate is about 80%.
17:17
It's pretty amazing.
17:19
How do you primarily use it?
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So after we send it out on every loan that we fund, they end up getting home bot again.
17:28
It's kind of self serving in a way as well, because what we're trying to do is keep
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them off the internet, right?
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Because unfortunately, the lowest of the world, the red fins of the world, they're all
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coming after our jobs.
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And no one's going to serve them better than I think than we are, right?
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Because we have a local vested interest.
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We sit face to face with them.
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And so if we can give them the information they're looking for without them having to go
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elsewhere, and it drives them back to us, I think that protects them as well as protects
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our business.
17:53
Yeah.
17:54
Because the home bot gives them a valuation tool every month that says, hey, here's your
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digest.
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Here's what your home is worth this month.
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And then it takes them down a whole bunch of different rabbit trails based on whether
18:03
they, as they're an opportunity to refinance, opportunity to use some of that equity to buy
18:08
an investment property or to consolidate or do some other functions.
18:13
Are you utilizing any of the co-marketing teaming up with agents, features within home bot?
18:19
Absolutely.
18:20
Yeah.
18:21
I've had some agents that we've partnered with on that.
18:22
And they can actually upload their whole database, and it's relatively inexpensive for
18:27
them.
18:28
I think it's like a $50 set up fee in 20 bucks a month or something like that.
18:30
Don't quote me on those rates.
18:32
But then they can send that out to all their current database, which helps you partner
18:38
with them.
18:39
And there's some statistics.
18:40
I think it's like 85% of the people said they would use their realtor again, but only
18:43
about 5% do because they forgot who they are.
18:46
Right.
18:47
Right.
18:48
So if you're staying in front of them every month and that home bot, to me, is a great
18:52
tool that's about the client, not about you, but then still reminds them that you're
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there.
18:58
Yeah.
18:59
It's funny.
19:00
I've had a lot over the past just a couple of weeks.
19:02
And so I'm due to have Ernie, I briefly met Ernie at a conference this past weekend.
19:07
Ernie, the CEO on, because I've talked about home bot on a previous episode as well,
19:12
interview day, you know, Todd Bookspan, when by noon.
19:14
I don't know if you do, but.
19:15
Oh, yeah.
19:16
Yeah.
19:17
Yep.
19:18
He had a loan officer on who's been using home bot since the beginning.
19:21
Like, I don't know what's that to you three years.
19:22
Like that.
19:23
Right.
19:24
And just, yeah, crushing it with.
19:25
Well, the other thing I love about it too is it's automated, right?
19:28
I'm big into automation and systems, because we've got a huge database, and there's no
19:32
way that I can, you know, be reaching out to these people as much as I want to on a regular
19:36
basis.
19:37
That's why I also use some of the tools with video email and stuff that we use that are
19:44
automated, because it really, anything that we can do to set it, click, set it, forget
19:48
it, but still make it personal to me is the way to stay in touch with you.
19:52
Yeah.
19:53
So let's go down the list here, because that's what we did in our original conversation.
19:55
So home bot, you're using that people, I'm going to put links in the show notes to all
19:58
this kind of stuff.
20:00
But bomb bombs, it's what you're referring to with the video email, right?
20:04
Absolutely.
20:05
Absolutely.
20:06
So a couple of ways that you really integrate that into your process that you think differentiates
20:10
you.
20:11
Well, like, I used to try to call, you know, call all of my past clients on their birthdays
20:15
and their loan anniversaries, and, and you'd have great intentions with them, you know,
20:19
how our, our day can blow up on us.
20:20
And next thing you know, you're two or three days behind, you're like, well, now I'm,
20:23
I would just look silly.
20:25
Yeah.
20:26
I'm just going to scratch that.
20:27
I'll get them on the next one, right?
20:28
Right.
20:29
Well, bomb bomb has something that you can upgrade to called bomb bomb prompt.
20:32
And you can actually record a video and use a script that isn't, it's personal, but
20:37
it doesn't use their personal name.
20:39
But you can, you basically make it, it looks like it's made specifically for that individual.
20:46
You know, might be something like, hey, I heard you're special day to day.
20:48
Hope you get a chance to spend it with family and friends that you love.
20:51
Hey, just want to tell you that we appreciate.
20:53
We're thinking about you have a great day, right?
20:57
And the email comes from you to them.
20:59
And the cool thing is you can record those about every three to six months.
21:03
And then they, on their, on their birthday and their home loan anniversary,
21:06
it automatically goes out to them without you having to do it.
21:09
You just upload your database in there.
21:10
So you never miss, you never miss one.
21:13
And you know, you mentioned open rates earlier with, with home bot.
21:17
Have you looked at kind of the open or engagement rates with bomb bomb?
21:21
Yeah, I mean, it's not near what home bot is.
21:23
But again, because it is, it's about, I think it's about 23%.
21:29
I'd have to double check those numbers again.
21:31
But it's again, because it's about them.
21:33
It's their birthday.
21:34
And you get some nice feedback from them and, hey, thanks for thinking of me.
21:37
You know, and I'm not trying to be disingenuous in that,
21:39
because I do really want to wish them a happy birthday.
21:41
But, you know, if you got a 4,000 person database,
21:44
it's impossible to make that many calls on that.
21:47
Yeah, absolutely.
21:48
And to some degree, I think you're intent with the video element of it
21:52
is a certain degree of personalization or personal connection back to you, right?
21:57
Exactly, exactly.
21:58
And you said, so you know, we want to be high tech, but high touch.
22:01
That's, I stole that slogan from, from my company, because that's their goal.
22:04
Right now, but there's a lot of high tech low touch.
22:07
We want to be high tech high touch.
22:09
Yeah, so did you say you had a 4,000 person database?
22:13
There's about 4,000 in the area.
22:15
Wow, that's a lot.
22:16
Yeah, that's tough to, and what is your CRM of choice?
22:20
We use Salesforce.
22:21
It's phenomenal.
22:21
Salesforce.
22:22
Do you use the jungle version?
22:25
Our company actually institutes Salesforce into our,
22:29
that is their company's CRM, and it's institutes into our workflow.
22:32
And everything, it's, it's been phenomenal.
22:35
Okay, awesome.
22:36
Good to know.
22:37
Okay, so we've talked about some technology you're using to kind of automate,
22:40
to create, you know, high tech plus high touch, bomb bomb, home bot as well.
22:46
But then you're also doing some of the more traditional,
22:49
if you will, boots on the ground, face-to-face stuff,
22:53
with lunch and learns.
22:54
Is that correct?
22:56
Yes, yep.
22:57
We do lunch and learn here in our office,
22:58
the first Wednesday of every month.
23:00
And we invite realtors in, we cover a specific topic.
23:05
It's kind of cool.
23:06
One of the reasons is obviously to get them in there
23:08
and give them some information of value.
23:10
But one of the things that comes out of those events,
23:12
a lot of realtors are stuck in their silos, right?
23:14
Like, John L. Scott's agents, only hanging out with John L. Scott's agents
23:17
and Kelly Williams, only hanging out with Kelly Williams's agents.
23:19
And when you get them into a room and they,
23:22
they might have heard their name, but they've never actually met them.
23:25
And it seems to me like, when you're in a deal,
23:28
if there's a relationship involved, details don't really get in the way.
23:31
If there's not a relationship involved, details seem to always get in the way.
23:35
So if you can get them in there, they create relationships.
23:38
I've had people become great friends that they've met at one of our events.
23:41
And then when next time they're in a deal together, they're like,
23:42
Oh, I'll just give them a call. We know each other.
23:45
It just makes it much easier.
23:46
Yep. On average, I know that it varies greatly based on a variety of factors.
23:52
But on average, how many agents are you getting to show up for your classes?
23:55
You know, it's their agents, right?
23:59
So again, they have a lot on their plate.
24:01
So we might have 12 registered and have two show up.
24:04
We might have three registered and we'll have 10 show up.
24:07
You just never know.
24:08
Right. Right. Right.
24:09
But just the key is just keep doing it.
24:12
And are you the one typically presenting content?
24:14
Do you mix it up? What's that look like?
24:16
I was for a while.
24:18
My daughter has been on my team now for about five years now.
24:21
And she's kind of heading that up now.
24:23
Again, I'm trying to get better at the delegation.
24:26
And what is that nature?
24:28
But normally what we would do is we don't necessarily,
24:31
we have lunch and learns that we can do and present ourselves.
24:33
A lot of times we'll just pull up some content from another coaching service
24:37
that we're involved in, which also coaches real estate agents
24:40
and tap into some of those resources.
24:42
Because we want it to be relevant to them.
24:43
We don't want them to be a lender, right?
24:45
So it allows them to.
24:48
What are, like when you do pull that,
24:50
by the way, you mentioned that before from the core.
24:53
They provide some of that stuff.
24:54
What are some of the topics that are, you know,
24:58
quote relevant to them or that you find that they are more interested in?
25:03
Typically again, if it's anything to do about helping them succeed better at their job,
25:07
like listing presentations, how to attack your database.
25:12
Time management is always a good one, right?
25:15
Because they didn't say any that more than I do.
25:18
And I need a lot of sales and marketing stuff, right?
25:22
Digital marketing.
25:23
You know, the good thing about it, a lot of stuff isn't new.
25:27
It's just we need to be reminded of these things.
25:29
So we know what to do half the time,
25:31
but it's just getting those free freshers at,
25:32
oh, yeah, I got to stop doing that.
25:34
Oh, yeah, I need to start doing that.
25:36
Just keep fine tuning stuff.
25:39
And what, by the way, I'm just kind of drilling down on this a little bit
25:42
because this is, you know, for those listening,
25:45
they're like, you know, here goes Jeff talking about agent classes again,
25:47
but it is a sweet spot of mine.
25:49
But, but, and again, you may not know
25:53
because you turned it over to your daughter,
25:55
but I'm just curious, like, you know, what,
25:57
what percentage of those attending are like existing, you know,
26:00
you're investing in those existing relationships versus new,
26:03
getting in your fun, all, et cetera.
26:05
I would say probably 80% of the ones that come are already people
26:09
that we're doing business with,
26:10
but we try to have some new ones in there as well.
26:12
Because what happens if you can invite a new one in,
26:15
they're going to talk with the people that already know and love you there,
26:17
and they're going to be like, yeah, these guys are great.
26:19
Now, they have to say we use and it kind of helps cross south.
26:22
All right. So then last question on this is,
26:24
do you then find that a good feeder, if you will, right,
26:27
to maintain the stickiness and loyalty,
26:31
but then also to, to add new agents to your, you know,
26:35
database and partners?
26:37
Yeah, and it's always given you a reason to reach out to them, right?
26:39
Because if you're calling them,
26:40
you want to be inviting them to something
26:42
or thinking them for attending something
26:44
or not just calling up, hey, it's not raining today.
26:47
What's going on?
26:49
So again, it gives you a reason to reach out
26:51
and add something of value.
26:53
Okay. Awesome. Good. Thank you.
26:55
Okay. So back into some more more tactics
26:57
and how your business is set up.
27:01
You are taking, I've wrote down a figure from our last conversation.
27:05
You might want to correct me a little bit on this,
27:06
but 90% of your apps are online.
27:10
Is that correct?
27:12
Yeah, absolutely.
27:13
Yeah. So in, by the way, is that like to your website?
27:15
Is that a mobile app or is it both?
27:18
It's your website.
27:19
So within within our, our system,
27:22
we can send them an invitation to apply online.
27:25
It allows them to give us information
27:26
to convene to their own home when they have access
27:29
to some of the data that they normally don't
27:31
end up bringing to the, to the appointment.
27:33
And our goal is still to get them face to face,
27:35
but what we want them to do is give us the information
27:37
of front that we have a chance to work on the file
27:41
before they actually get there.
27:42
And then when they are, when we are meeting with them
27:44
for our face to face, we can have an actual tangible conversation
27:48
and they can walk out of there knowing exactly where they stand.
27:50
So we get their permission to pull credit.
27:52
We have them upload documentation
27:54
or give us the authority to pull that documentation for them.
27:58
Don't we get in?
27:59
We're not, you know, I'm not sitting there
28:00
spending an hour taking in 1003.
28:02
That's already done.
28:04
We can leverage our time by getting right to what their goals are,
28:08
walk through some different options for them
28:10
and just have a much deeper conversation about what they're afraid of,
28:14
what their goals are and how we can help them get there.
28:17
Is your online process, the online app you refer to,
28:21
is that also asking them to connect their various financial institutions,
28:26
assets, things like that?
28:28
Correct, account checks,
28:29
they want certainly stuff, yes.
28:30
Okay, and I'm curious, like,
28:32
do you, what percentage of the people actually follow through on that?
28:38
The reason why I ask is because I've gone through the process myself
28:41
on a few different lenders.
28:42
Some are better than others.
28:44
I haven't done your app, so I can't really judge it.
28:46
But I'm curious if that's a breakdown point,
28:48
do you find most people are actually going through all that?
28:52
It's we're not getting a high percentage right now,
28:54
being on it's probably three to five percent.
28:56
And then what we're doing is we're changing our scripting these days
28:59
to try to encourage that more.
29:01
And if they don't do it in the original app,
29:02
when we're talking with them on the phone, setting the appointment,
29:05
we're trying to add again,
29:06
because again, there's so many reasons why I'm pushing my team
29:09
to do more of that day when certain these staffs.
29:12
Yeah, it makes my experience better.
29:14
It makes our jobs easier, makes underwriting easier,
29:17
removes reps and warrants on some of the deals.
29:19
So okay, cool.
29:21
Then tell me about your process for getting people to come in person.
29:25
At some point, because you use scripting, I love that.
29:28
So what that tells me is you have a structured process
29:31
to move them from offline, I'm sorry, online to offline.
29:35
So just articulate kind of what that process is,
29:37
because this goes back to your team that you have.
29:39
Your lead to contract would probably be the people who handle that.
29:43
Exactly.
29:44
So when a new application comes in,
29:46
they reach out immediately, welcome them,
29:48
thank them for applying online,
29:51
check to see if they've uploaded any documentation yet.
29:53
If not, they follow up and explain how to get that documentation
29:56
uploaded or to just fax it in,
29:58
if they're not comfortable scanning
30:00
and uploading on their own into our secured portal,
30:04
get the documentation,
30:05
and then set the appointment to meet with either myself
30:08
or one of them.
30:09
Okay.
30:10
And what is, I sound like I'm asking all these numbers and percentages,
30:15
but this is kind of my style.
30:17
Do you have a sense of how many people you were able to bring in person
30:21
versus who just want to do everything kind of virtually?
30:25
Yeah, I'd say we're probably getting about,
30:26
I would say 70 to 80% would be coming in in person.
30:30
That's our goal.
30:31
We do a lot of stuff for people moving up from different states.
30:33
So obviously they can't come in,
30:35
but we try to get them to come in
30:37
if they're up shopping for homes and stuff.
30:38
Because again, we want to create that bond.
30:40
We want to create a relationship.
30:41
Because if you're just quoting them numbers
30:43
and they've just given you a little information over the phone,
30:46
what stops them from picking up the phone
30:48
and calling that online lender,
30:50
they just sent them a quote that they're never going to get?
30:53
Yeah, no, that's a great point.
30:54
And maybe that's worthy to just unpack a little bit in that,
30:58
like if you, let's just say you get a referral
31:00
because a lot of your businesses
31:01
referrals from real estate agents,
31:03
what's that process?
31:05
Do they go to somebody on your front end team
31:08
or do they go directly to you?
31:10
What's that look like?
31:12
If a referral to refer to a lead-in,
31:14
typically it's going to go to my front end team.
31:17
And they're going to contact the person, again,
31:20
encourage them, find a little bit of information about them.
31:23
We have a sheet that they fill out, a purchase sheet,
31:25
kind of gives us some preliminary information,
31:28
kind of what their 10,000 foot goals are.
31:33
And then we encourage them to do the online application,
31:36
get them in, cross sell, the real estate agent, obviously.
31:39
And then, since then come in to meet with us one-on-one.
31:43
Yeah, good point, by the way.
31:44
Don't overlook that, cross sell, the real estate agent.
31:47
That's a huge opportunity.
31:49
What occurs about real quickly,
31:51
because I've heard L.O.'s in the past kind of push back
31:53
on this whole team concept and have agents allegedly say
31:56
that they don't like that because they want their clients
32:00
to work directly with you, right?
32:02
The name and face of, yeah.
32:03
How do you work with them?
32:05
Well, that's something that we all struggle with,
32:06
and I've struggled with in the very beginning.
32:08
And what it takes is for you to, at first,
32:12
you're going to be the one that's talking to all of them.
32:14
But then as those agents get used to your team
32:17
and talking to your team, that's part
32:19
about inviting them in as well, right?
32:21
Getting them in front of your team to meet these folks
32:22
so that they know that I'm not disengaged with them.
32:25
And what I tell them in front is, hey,
32:27
I'm still very much involved in that.
32:28
I do a pipeline meeting every day,
32:30
so I know exactly where those are.
32:31
We've got a funding log, so I can tell them exactly
32:34
when their praise was ordered, when it's back.
32:36
I mean, we've got some systems in place.
32:38
So if they call me, I'm not list.
32:40
Gee, I have no idea what's going on.
32:42
But I'm still very much involved,
32:44
and they're still my client,
32:46
but we can give them better service.
32:49
I'm a big picture guy.
32:50
I'm not a detailed guy.
32:51
We can tell them that, you know, a lot of times,
32:53
this personal team is going to give them
32:55
a much better experience than I would if I was
32:59
collecting the condition, or if I was doing it.
33:02
And then I can turn that around, too,
33:03
to try to help those agents build their own team.
33:06
It's like, why are you doing this by yourself?
33:08
Let me show you how you can leverage yourselves,
33:11
because your highest and best use
33:12
isn't probably out opening up the lockbox
33:15
for the inspector to come in, right?
33:17
Your highest and best use is prospecting,
33:20
doing presentations, so it's always fine tuning that business.
33:25
And you can use that as an opportunity.
33:27
To not just be a lender for them,
33:29
but maybe help them help be a business coach with them as well.
33:32
Yeah, you set a couple of really great things in there.
33:34
One, I like the fact that you're introducing the agents
33:36
to your team, so they're getting comfortable with them,
33:38
because it's about trust,
33:39
and they need to feel that they're competent,
33:41
and that you're not trying to dish off
33:43
those relationships.
33:45
So that's another cool thing on that, too,
33:47
is that some of my contract to close people,
33:49
so I've got some meetings,
33:50
so hey, I want that person to be my contract to close person.
33:53
Great.
33:54
You know, they might like their personality better.
33:56
And so another benefit of having a team
33:59
is you've got multiple people on there
34:00
that might mesh differently
34:02
with different types of personalities, so.
34:04
Interesting.
34:05
So then if you've got three people on the front end
34:08
for your lead to contracting
34:09
and three handle contract to close,
34:12
what's your primary role today?
34:15
My primary role today is, again, prospecting.
34:19
Okay, great.
34:20
You make a lot of prospecting.
34:22
That's it, right?
34:23
What's my highest and best use is I like to go out,
34:25
I like to get with agents and talk to them about business strategy,
34:29
try to deepen those relationships.
34:31
I'm also just looking for new opportunities
34:33
for us to go after.
34:34
I still meet with clients.
34:36
You know, that's still something that I like to do,
34:39
but I'm just, I do not,
34:41
I don't care if I ever take another 10 or three again in my life.
34:43
Right?
34:44
It's just not that's not something I enjoy.
34:47
So I'm trying to do what I do best.
34:49
So it's lead the team, make it rain,
34:52
and just continue to prospect and,
34:54
and strategy build strategy.
34:56
Tell me a little bit about just real briefly,
35:00
you know, your daily method of operation.
35:02
You know, some people ask the question kind of,
35:04
what's your morning routine?
35:05
You can kind of tie that in,
35:06
but what I'm curious about is,
35:08
you seem to be, you know, a well structured guy
35:11
in terms of your daily activities that you have to do.
35:13
So do you do like time blocking your stuff?
35:15
How do you decide what you're gonna do in a given day?
35:18
How do you build out your week?
35:20
Well, again, yes, I do have my calendar block,
35:22
but I'll be honest with you.
35:23
It's something I struggle with the most,
35:25
because nine times out of 10,
35:27
I'll have something blocked,
35:28
and I'll blow right through it,
35:29
doing something different on my,
35:30
so I'm continually being coached on that.
35:34
I'm upping my level of coaching on that stuff,
35:37
because again, I want to get laser focused on what we do,
35:39
so I can make my money work less hours
35:42
and have better results, right?
35:43
That's what our goal is.
35:45
But we do have structural things that we do,
35:46
like, you know, we do a team huddle on Monday, Wednesday and Friday,
35:48
and that just kind of sets our day in motion.
35:51
And we do what I call our 3-1-1.
35:53
My team comes in.
35:54
They have to give me the three most important things
35:56
that they have to do that day, their capacity,
35:59
that gives them focus.
36:00
They have to give me their capacity on a scale of 1 to 10,
36:03
so we can load level if we need to.
36:05
Also let's them know they're not in it alone.
36:07
And then they have to give me a win
36:08
or something that they're grateful for,
36:10
because that tries to keep people
36:11
in a better positive mindset.
36:14
All right, I want to make sure I follow that.
36:16
I love that.
36:17
Three most important activities for the day, right,
36:21
for them to get done.
36:23
What are the most important things they have to do yet?
36:24
Yeah, give me the one.
36:25
Second is their capacity on a scale of 1 to 10.
36:28
Okay, got it.
36:30
Now, by the way, just, so capacity,
36:32
capacity to do all three?
36:34
In other words, hey, I've got,
36:37
because again, inevitably, you know,
36:39
the business doesn't come in just
36:41
on a booth pace every day, right?
36:43
So one day they might be hammered and just going,
36:45
man, I got four files to disclose.
36:47
And I've got this many conditions I got to go at.
36:50
And so many I've got to push the closing.
36:51
There's no way they're going to get done.
36:52
Everything they need to get done in that day.
36:54
You might have someone else goes, hey, you know what?
36:56
I've got some capacity.
36:57
Let me disclose that one for you.
36:59
Let me take that off your plate.
37:00
So we can clear that.
37:01
And so people, though, we can load level across the team.
37:04
So that one person's not buried
37:06
while the other person's totally in their thumbs.
37:09
That's interesting.
37:11
Do you also then attempt or try to try your best, right?
37:15
It's all it's all it's an ever ending journey
37:17
this whole time blocking thing.
37:20
Are you structuring then kind of, you know,
37:22
envisioning your calendar like outbound calls?
37:24
Do you have theme days of like, you know,
37:26
realtor theme, client theme, that kind of stuff?
37:29
Correct.
37:30
Yes, I do.
37:31
Okay.
37:32
Do you do anything?
37:33
So this is a question I've been kind of entertaining lately.
37:35
You got here, other, you know,
37:36
these big podcast gurus and stuff,
37:38
ask like, what's your morning routine?
37:40
Sometimes it's revealing, sometimes it's average.
37:43
Come on in.
37:45
Well, which time for our team?
37:47
So it is.
37:48
All right.
37:49
I got to let you go.
37:50
So is that do you have a specific morning ritual?
37:52
You like to follow that helps you prepare?
37:56
Yeah, yeah.
37:56
I mean, like from getting up to come in or, yeah.
38:00
Well, yeah.
38:01
So I, again, I'm getting back on track with this,
38:04
but I like getting up at normally five o'clock.
38:06
We're up.
38:07
My wife goes to the gym.
38:08
We call her buff on Puff.
38:09
It works for us.
38:12
But I've been getting on my Peloton,
38:13
then I get off of that deluxe side,
38:15
do a little prayer time and just kind of focus on the day.
38:18
Meditate on what's coming up.
38:20
And then again, then when I come in with my calendar,
38:23
it works, starts, right?
38:24
What time are you generally at the office by?
38:28
Normally about eight, 15.
38:30
Okay.
38:30
That's kind of later than some people might think,
38:32
but our hours are eight, 15 to five, 15.
38:34
So yeah, well, that's actually earlier
38:36
than a lot of other levels too.
38:37
So I hear 10 a.m. a lot from people.
38:41
I'm like, what?
38:41
Right.
38:43
Yeah, they come into 10.
38:44
Take lunch at 11 30.
38:45
Come back at two and leave it for
38:47
and wonder why they're not doing any business, right?
38:49
Exactly.
38:50
All right, man, listen, I know you got to run,
38:51
but anything, you know, now we're heading into 2020,
38:54
a new decade, anything on your on the horizon
38:57
for you for prepping for that?
39:01
Coming up, I just jumped into a brand new coaching program
39:04
that I'm really excited about.
39:05
I've taken this to the next level, hopefully.
39:08
We just also got the nod to open a satellite office
39:11
in the biggest real estate office here in town.
39:13
So I'm excited about that.
39:16
So we're just continuing to try to look
39:18
for opportunities to grow.
39:19
Yeah, love it, man.
39:21
And you're approaching in a very systematic, structured way.
39:24
And obviously doing some great things
39:26
with your people and your team.
39:27
It is boss's day.
39:28
So in the background, we can see the happy boss's day
39:31
is balloons.
39:32
Congratulations to you.
39:32
You're clearly a good leader and caring
39:35
about your people and making a difference in their life.
39:37
So I wanted to acknowledge you for that.
39:39
For anybody who wants to connect with you,
39:41
what would be the best place?
39:42
Do you want to send them?
39:44
They can go.
39:45
They can email me if they want.
39:47
Brie, a B case at guildmortgage.net.
39:50
Or they can call me at 541-890-TIME-TIME.
39:54
Whoa, that's cool.
39:55
Time to call Brian.
39:58
Love it, love it.
39:58
And I'll put links to your Facebook page and LinkedIn
40:00
in there as well.
40:02
Perfect.
40:03
All right, listen, Brian, I know you got to jump.
40:04
You got your team huddle going on.
40:05
So I appreciate you making the time and being here.
40:08
And listeners, as always, we appreciate you tuning in.
40:10
If you like this episode or any of the others,
40:12
hey, help us out through some favor
40:13
and leave us a little review on the socials.
40:15
And we'll see you on the next one.
40:17
Bye for now.
40:19
Thanks for listening to Mortgage Marketing Radio.
40:21
One more truth in Mortgage Marketing.
40:24
Get more free training and resources at MortgageMarketingInstitute.com.
40:40
Hey, guys, what's up?
40:45
Real quick, you've heard about the Mortgage Marketing Pro
40:47
membership before.
40:48
And I just want to quickly remind you
40:49
if that you're in a place in your business
40:51
where you simply need more purchased loans.
40:54
You need to fill your pipeline with purchase business.
40:56
Let's just face it, agents are still
40:58
a solid pillar of business and sources of purchase
41:01
business for you.
41:02
Well, good news.
41:04
Our Mortgage Marketing Pro membership helps
41:05
loan officers like you close more loans
41:07
without the hassle of chasing agents or cold calling.
41:11
Done for you, agent classes, expert training videos,
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a marketing automation platform that
41:16
automates the entire process for you,
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everything you need to build your personal brand
41:20
in your local market, attract and convert agents
41:22
into referral partners.
41:24
Plus done for you proven marketing materials
41:27
and plug-and-play content to make
41:29
promoting your class, getting agents, butts, and seeds,
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partnering with affiliates real easy.
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But that's not all.
41:36
You'll also get access to our weekly mastermind calls
41:40
with top L.O.'s, authors, speakers, and coaches
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to learn the best strategies to grow your business right now
41:46
in today's market.
41:47
And as an extra bonus for limited time,
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for all new members, you'll get access
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to a database of 200 agents in your local market that
41:56
have closed anywhere from eight to 50 transactions
41:59
in the last 12 months.
42:01
And we'll provide that list uploaded
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into our platform for you so you can get off to a fast start
42:06
in reaching actually productive agents.
42:09
So what are you waiting for?
42:10
You can check out more at mortgagemarketing.pro,
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see more of the success stories there.
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And if you feel compelled to do so,
42:16
book a call, we'll have a chat, we'll see if it's a fit.
42:19
Don't miss out on this opportunity
42:20
to take your mortgage business to the next level right now.
42:23
Head over to mortgagemarketing.pro.