Latest / Mortgage Marketing Radio / Ep #101: The Best Mortgage CRM You've Likely Never Heard About...Until Now

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Ep #101: The Best Mortgage CRM You've Likely Never Heard About...Until Now · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
0:04
the real estate agents is essential for success.
0:06
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1:17
Hey listeners, Jeff Zimper, welcome to this episode of Mortgage Marketing Radio.
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So glad you're here, so glad you're here.
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So a question for you.
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When you're listening to this, it's probably, you know, towards the end of the year and
1:46
you may be doing some business planning, you may be looking at various tools, technologies,
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resources for things you want to do differently, better in the new year.
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And oftentimes around that with business planning, you start thinking about how are your
1:58
systems, right?
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What kind of systems do you have in place?
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What types of things would you be launching?
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Maybe it's events for realtors, maybe it's, you know, doing some stuff online, getting
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better with social media.
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I mean, all the stuff that we know we should be doing, but maybe we just haven't gotten
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to it.
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Have those things been on your mind?
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Are you maybe looking for some guidance and some help to get started?
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Have you thought about doing agent events and classes?
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But what you struggle with is how to come up with the content for those.
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Well, hey, I can help.
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That's one of the things we put together for our pro members at Mortgage Marketing.pro.
2:29
Every single month, a done for you turnkey kick ass agent class.
2:32
That's going to help you get butts in the seats and loans in your pipeline if you follow
2:35
a process and system.
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So we've got a growing library of turnkey done for you classes in there as well as other
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things to help you round out your entire business that include things like scripting, right?
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Having a better process that, you know, demonstrate your visible value and then becoming a modern
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mortgage originator.
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Things around social media, your online platform, how to do video, Facebook, right, ads, things
2:58
like that.
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So check out if you want, if that's on your radar for business planning, right, and want
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to add some of those things to your mix or get better at them in the new year, go to Mortgage
3:08
Marketing.pro.
3:09
And you can learn more about that there.
3:11
All right, so my special guest for this week speaking of systems and things that you
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may want to implement in your business, Jeff Irving, the CEO and founder of MLO shift.
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I call him the best kept secret in the mortgage industry when it comes to CRM's marketing
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automation platforms.
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Jeff is, you know, one of us, he's a former productive mortgage originator who really,
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you know, saw the need for better solutions around marketing automation systems and online,
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you know, marketing as well for loan officers and, you know, wanted to follow his passion
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and build this out.
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So I'm pretty savvy when it comes to CRM's and marketing automation.
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I've been around that digital space for quite a long time.
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And I'm very impressed with what Jeff has built out.
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Not only is he a great guy who cares and he's built his great community for loan officers
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for learning, you know, within the MLO shift community.
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But I mean, how many times do you see the conversation on social media about, hey, which is the
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best CRM, you know, this or that or the other?
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And of course, you know, the answer to that, the best CRM is the one you use.
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And what I love about Jeff is that he's made it easier to use.
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He's made it easier to get out of the gate and get started with a lot of the built in turn
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key functionality and built in templates and modules and things like that.
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You can easily turn on and get started and I've talked to a number of LOs that are using
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his platform and I've nothing but rave reviews.
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So that's why I wanted to bring Jeff here is to have a conversation about CRM's about
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marketing automation about how moving into right this digital shift that we need to, if
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we're going to scale, if we're going to grow, if we're going to be relevant, you better
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have some digital marketing in place, whether that's Facebook ads, whether that's social
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media, whether that's email marketing and so forth video, you better have those things
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in place.
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And the more you can have a system or a platform to help you manage and implement those
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on track results, obviously the better you're going to do.
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So that's why I have Jeff here talking about MLO shift and all that kind of stuff in
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general.
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So I hope you enjoyed this episode.
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I know I did and with that said, let's get into this week's show.
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Hey Jeff, welcome to the show.
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Thanks a lot for having me.
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I appreciate it, Jeff.
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You bet, man.
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Thanks for being here, especially on short notice and we didn't prepare much for this,
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but that's okay.
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We don't need to because we're both marketers excited to talk about marketing and so
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I think it's going to flow naturally.
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So I do a formal introduction in front of this, but I always like to allow you as the
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guest to kind of share your personal, you know, quick story.
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Who is Jeff Irving?
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What's he all about?
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Why is he in the mortgage business doing, you know, CRM?
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Yeah.
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So I got in the mortgage business in 2005 right before everything kind of turned in our
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area anyway.
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And I did mortgages for 12 years and kind of on the side that whole time I was constantly
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looking for new technology to implement in my business.
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That's more of my passion, more of my kind of actually more of my where my skill set is.
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And I tried pretty much everything that you can imagine out there as far as CRM's and marketing
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automation systems and eventually landed on a system called active campaign, which is
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one of the more well known marketing and CRM automation services out there.
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I built it out for my business.
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I literally came into the office at 7 a.m. every single morning for about three months
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and I locked myself in my office for three to four hours, let my assistant run the business.
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And I just built, I built automations, wrote emails, pipelines, stages, everything I wanted
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for my mortgage business to automate and to make easier to keep track of my deals and
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my leads and everything else.
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And finally I came up for breath about three months later and I had a complete, you know,
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top to bottom system for running my business.
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And we started using it and she loved it and I loved it.
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I had my best year ever by far and it was just, it was so helpful for my business that
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I wanted to share it with some of my friends, ended up sharing it with some friends in
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a Facebook group and they tried it and they loved it and it just kind of organically grew
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into a business and eventually it replaced, you know, I had two full-time jobs.
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So I had to make a choice, am I going to continue doing mortgages or am I going to move forward
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with MLO shift and I did mortgages for 12 and a half years and just decided it was time
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for something new and so here I am with my MLO shift t-shirt and sweatpants that you
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can't see working out of my house.
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I love it, I love it, I love it.
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That is the uniform of the remote entrepreneur today.
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Yeah, my daughter this morning said, Dad, you wear almost the same thing every day, like
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yeah, it's beautiful.
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You don't know yet.
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But it's beautiful.
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Yeah, exactly.
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That doesn't mean I'm not working.
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Yeah, exactly.
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I'm working harder now, I think, than I was before.
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So how many years ago was that where you started, you know, kind of realizing you needed some
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marketing tech to help you grow?
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Pretty much from day one actually, but there really wasn't that many good solutions out
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there.
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In 2005, marketing automation really wasn't even a thing.
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Eventually I found a software you might have heard of called Infusion Soft.
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Oh, sure.
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Try that.
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Yeah, it's a great, amazing software, but what I found out was unless I wanted to hire
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somebody to basically run that for me, it was going to take over my life.
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And so that was probably about five years ago.
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I was with Infusion Soft for a couple of years, and then Active Campaign came into my
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world, and they did a huge upgrade about three years ago to their CRM portion of their
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system.
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They were a marketing automation system first, and when I saw that, I went, I just came
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back, actually tried it before, but the CRM was very weak.
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So I came back and tried it again, and it was just, it was everything I've been looking
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for.
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All right.
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And it's evolved quite a bit since you've gotten your hands on it.
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And what you've done then, if I understand this correctly for those listening, is so
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Active Campaign is this existing marketing automation engine slash CRM.
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And what you've done is built out, I don't know, modules is the right word, but layered
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over applications, various tools to use specific for the mortgage loan origination.
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Basically, I take a blank active campaign account, and I build it out from bottom to top
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for a mortgage business.
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We literally have to take a blank account and build it each time.
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It's about a five to six hour process.
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And I import all of the automations I created with all the pre-written content and everything.
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So it's not the 200 hours I spent building, but it's a solid five to six hours importing
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all just getting it all into the system.
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So by the time we're done, it's got, you know, loan pipeline, lead pipelines, all the
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automation and everything that you would need for a mortgage business.
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And then what's so super cool about Active Campaign is that if you're somebody who's
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into this and kind of likes the automation and stuff, it's a completely open system.
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So I have a lot of members who are just creating some crazy automations and, you know, realtor
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relationship tracking pipelines with automated follow-up sequences and thank you cards.
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Yeah, it's probably my favorite thing is the customizability of the system.
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You're not trapped, you know, with the CRM that they hand to you.
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It's so flexible that as you learn the system, you can really make it do pretty much anything
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that pops into your head.
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There's almost always a way to do it.
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So that's number one, my favorite thing.
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Yeah, that's good.
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There's a lot of flexibility and kind of lateral movement for customization.
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Okay, for those listening, loan offices right now, I can't tell you how many times I'm
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in Facebook groups and I see people posting, hey, which CRM do you use?
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You know, I'm sure you see them all the time.
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You're probably so tired of it.
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And of course, you know, the answer probably as well as I do the best to answer to that
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is which is the best one you use.
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Exactly.
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Yeah, absolutely.
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So I'm always curious about that when talking about CRMs.
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What makes yours easier to use or more, you know what I mean, you're more user friendly
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than maybe some others out there?
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You know, it's usually the onboarding that's the biggest obstacle.
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Yes, absolutely.
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Yeah.
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And that was my biggest obstacle when I first started actually turning this into a business.
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It was the learning curve.
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A lot of systems, you actually have to go in and set up yourself.
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I won't name names, but probably some people can think of some organizations I'm talking
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about that are really powerful, but you have to go in and create all the automations
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from scratch.
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So that's actually the biggest benefit of what we've done is just a huge shortcut.
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You know, it's a three months and 200 or so hours of building.
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And then plus the two years since then, the things I've added on.
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So it's just a monster shortcut.
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And then when I had some members having a little bit of a tough time getting started,
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I went back and I tried to find a way to basically hold their hand to get them going.
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Because it's all about momentum and creating new habits.
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The system itself is actually very user friendly and easy to learn.
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It's more about the mental game of the mortgage person coming in.
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Are they committed to using systems and processes in their business and can we get them in
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the habit of doing it?
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So I created a quick start course.
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And there's a dozen videos in there that walks you through or walks new members through
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the very basic steps, how to look at an automation, how to edit one, how to import a contact,
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how to, you know, we have, if you can envision like vertical pipelines and you click and drag
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the deal from stage to stage, how to do that, and all the basic systems, you know, things
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they need to learn right off the bat.
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So within, and it's, and they're very short to the point videos.
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So within a couple hours, if they watch those videos, and I can always tell who's watched
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those by the questions I get.
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And if they've watched those videos, you know, I would say in the first week, someone is
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in there running their deals through milestone automations going out.
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And within the first about three to four weeks, anyone who's actually in there and using
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it, I'll get an email or a Facebook post and they'll say, wow, man, I just realized how
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powerful and amazing this system is.
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It's when you get in there and start to see what it can do and you interact with the
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other members and stuff and then it just clicks.
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And then there's some people who sign up and they never log in and then six months later
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they cancel and, you know, that's always going to be the case whenever we have a service
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as a matter of what it is.
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I mean, the gym membership is the classic example.
13:06
Yeah.
13:07
Yeah.
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And so you and I have a mutual friend Andrew Pollack from Leapops and after you and I
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talked originally about a week ago, I spoke to him afterwards and he gave you a glowing
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shout out.
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He said, favorite CRM out there.
13:18
Awesome.
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And that's an unpaid endorsement there.
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Yeah.
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They actually have someone using this on kind of a project they're doing.
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So is that right?
13:29
Very cool.
13:30
Yeah.
13:31
So why do you think I keep looking at your website here and I'm scrolling through the
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different things you do within your CRM and it's just like so much, I'll save that question
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for after this.
13:45
The first part of the question is, why do you think in today's world, right?
13:48
We're moving in 2019, there's a lot of noise and competition in the market and we know
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the classic situation, L.O.'s don't do a great job, typically of staying in touch with
13:57
past clients, L.O.'s more and more and I'm kind of teaming this up, I know.
14:02
But L.O.'s need to become a modern originator and have a presence online and have the ability
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to maybe self-genlead capture nurture.
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So why do you think today moving forward, right, with that setup, why is it so important
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that somebody has a marketing tool to manage relationships and manage leads and things
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like that?
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Well, as you said, there's more and more things that we have to do for our job.
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A marketing professional 20 years ago was coffee, donuts, some meetings, a couple phone
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calls.
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Now there's so many more things, the guidelines are more difficult, every all the relationship
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you have to maintain and now on top of that all social media.
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So the reason I built this system out, I can speak for myself, is that there was a lot
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of things in my business that I couldn't count on myself to do and things that were important
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like staying in touch with new leads.
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Like somebody would call me and I would follow up maybe leave a voicemail or send an email.
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And then if they didn't get back to me and I got busy, there was times I would completely
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forget about them, which is obviously bad reputational wise and commission in my pocket wise.
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So I wanted to put into motion automations that would not let me forget about them or
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that would keep reminding them about me, that would remind my staff, hey, you know, every
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single time the loan hits application receives stage, these are the seven steps that we want
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to have done.
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So I wanted consistency and process because I couldn't trust myself to always tell the
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assistant what to do or are always to be their coaching.
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So I actually set it up for communications, but also for internal processes so that I
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could train my people and have them doing it very, very consistently.
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I would use single loan the same way every single time.
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So that was super important, you know, for my business because stuff was slipping through
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the cracks.
15:49
Yeah.
15:50
What I'm hearing from that message is the importance of systematizing and having a process.
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And what comes to mind is the old quote from Edwards Deming, which is like if you don't
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have a system, you're just guessing.
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And so today, you know, a lot of the top producers I interview for listeners, you've heard
16:07
from them consistently over time.
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One of the things that they have is a thread through their business is systems and processes
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and they're documented and they're clearly well defined.
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So whether that's a person who's executing a system or that's a piece of technology,
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you've got to have those systems in place in order to scale.
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I mean, how often do all those come to you?
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Why do you do they come to you most often to use specifically in your solution?
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Yeah, it's one of two reasons usually or sometimes people want both, but usually it's someone
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who has a disorganized business and they know they're losing money.
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Like there's deals slipping through the cracks.
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That's one portion of our clients.
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And then the other one is the ones that want to do online Legion and they want to automated
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slide broadcasts, voice mails and the emails and the text messages and the tracking and
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all of that.
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Some people do both, but those are the two main things that our system does.
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So yeah, those are the two typical clients in our system.
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Not everybody in there is doing online Legion.
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Although that's originally what active campaign was built for, it was to do automated follow-up.
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A lot of them are using it to systemize their business.
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And that's probably, you know, the biggest feedback I get is how beneficial and helpful
17:17
for this is they always know what's going on with their deals.
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They always know where everything's at.
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They always know that the right things are going to get done at the right stages and
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that piece of mind for somebody, you know, I learned this from a kind of a mentor of mine
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named James Wedmore.
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I don't know if you've ever heard of him, but he says you have to slow down to grow, which
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is so counterintuitive.
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People will come to me and say, I don't have time to implement a system like this.
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And the reason you don't have time is because you have not implemented a system like this.
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You don't have the systems and processes to free up your time.
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And so that's just, that's huge.
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I think even before online Legion, which is probably the strongest point of the system,
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is getting those systems and processes in place so you can grow your business.
18:01
Yeah, I agree.
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And I'm so glad you said that because I see a lot of people, bright, shiny object.
18:07
They think, you know, the market's compressing the highest, smaller agents are slowing down.
18:12
So there's a lot of answers to that.
18:14
But what I often see people doing is they just immediately pivot and they go, oh, well,
18:18
let me just like start running leads online.
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And yet their internal system is still still broken.
18:24
And so you're going out there to try to generate extra business, but you don't even have
18:27
the infrastructure of the systems in place to handle it.
18:29
Right.
18:30
I see that a lot.
18:31
Yeah.
18:32
I've got all these leads that I'm trying to manually follow up with them.
18:34
Well, if you're doing a good job of lead generation, that's a decent game for sure.
18:37
There's not enough time.
18:38
Yeah.
18:39
No doubt about it.
18:40
And we all know we've, we've all hopefully heard, know the quotes about speed, the lead in
18:44
that you've basically, if you are doing online Legion, you got five minutes or less to make
18:48
a touch point of contact with that, that lead.
18:51
And that's arguably not going to happen with you on the phone because they're not answering
18:55
the phone anyways.
18:56
Yeah.
18:57
Yeah.
18:58
You got to have a system.
18:59
Even if it's off hours, you, you want to respond in a way that you don't want to tell
19:02
them it's manual.
19:03
But if someone pops in at two in the morning, you want to email in their inbox instantly and
19:07
let them know, hey, tomorrow morning at 9 a.m., I will follow up with you as well.
19:10
And then you want that automated too.
19:12
So an email and a text message goes out the next morning at 9 a.m.
19:16
And then if you're generating hundreds and hundreds of leads, you're only going to have to actually
19:20
manually deal with the people who respond if you have your automation setup, right?
19:24
Do you mean as a qualifier or an extra hoop to jump through?
19:26
Yeah, 100%.
19:27
Yeah.
19:28
I mean, if you have, say you generate 500 leads in a month, if you are personally dialing
19:31
all of those leads, you're not going to be working on your loans, you're not going
19:34
to be working on your realtor relationships.
19:36
So the way that we build our automations, I take it kind of a two step process.
19:40
The first step is a very short, maybe six to eight day follow up automation that is
19:46
very, very personal sounding and is essentially just getting them to schedule a time to call
19:51
or reply to a text message or reply to an email.
19:54
We're just testing the water to see if this is actually somebody who's willing to engage.
19:59
But we don't want to go overboard with that because you can alienate people with that
20:02
too.
20:03
You know, 90% of the people who opt into something online are not going to be ready to
20:06
talk to you.
20:07
Yeah.
20:08
So we follow up with them for six to eight days in a very, very personal way, letting them
20:11
know we're here to help.
20:13
And if they don't respond, the automation says, Hey, I haven't heard from you.
20:17
That's fine.
20:18
You know, you must be busy.
20:19
I'm going to go ahead and just enroll you in my online email course, Homebuyer Education
20:23
course.
20:24
You're going to start hearing from me every single week.
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And whenever you are ready, just know that I'm here.
20:28
And then we sprinkle in, you know, another follow up attempt a few weeks later, maybe
20:31
a text message where we're going to stay in touch over time.
20:35
So when they are ready, you know, a couple of months down the road, they're not going
20:38
to think of anybody else.
20:40
And of course, knowing your system, what I can tell from it is you've put somebody on
20:45
that long-term drip campaign.
20:47
You can still track the engagement with that analytics, who's open, who's viewed, whatever,
20:51
so that could be a trigger moment for you to pick up the phone and call them.
20:54
Yeah, that's where lead score and what could become involved.
20:56
So if you know, you could set up a lead score.
20:59
So every time somebody opens an email, they get two points.
21:02
Every time they click on a link, they get an extra five points.
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And then you can have an automation set up.
21:07
Okay, when a lead reaches 50 points, send me a notification so I can follow up with them.
21:12
Yeah, you know, all of this, I mean, I'm getting all excited because I love all that kind
21:15
of stuff.
21:16
I love it.
21:17
Yeah.
21:18
I get that on it.
21:19
I see, when you've got the power of that technology, either what keeps most LOs from implementing
21:25
that kind of stuff?
21:27
Not starting with the basics and thinking that they want to try to do everything at once.
21:32
You know, I had a guy the other day saying he was overwhelmed and I said, man, don't worry
21:36
about the stuff.
21:37
Don't worry about all that other stuff until you have the basics down.
21:40
Go through the quick start course, start moving your leads in there and when that's all
21:44
running smoothly in, you know, four to six weeks and you feel comfortable, then let's
21:48
talk about adding this extra big automation.
21:51
And let's start running ads and let's, you know, there's some people come in and they
21:54
don't even care about running their business there.
21:56
They just want to do ads.
21:57
I say great.
21:58
Well, here's the course on that.
21:59
You know, I've got 50, 60 some videos in there that shows someone how to connect it
22:03
to Facebook ads, lead ads, how to connect it to a landing page.
22:06
MLO shift includes a landing page software and it includes DAPIER as well, which is kind
22:10
of the two things you need to connect at all, depending on what type of campaign you're
22:14
going to do.
22:15
So I think it's that they come in and they don't have a plan and they don't really know
22:19
what they want.
22:20
But that's, I help them a lot with that.
22:22
There's a lot of times I'll get that email where they say, I'm overwhelmed and then we
22:25
talk about, okay, well, what's your goal?
22:27
You know, what do you want to do first?
22:29
You know, go here and go here and, you know, I try to help guide them.
22:33
There's a real membership element to MLO shift out.
22:35
I will cap it out at some point.
22:37
I'm not trying to grow this into a, you know, a 10,000 user software.
22:43
It's more of a membership service that includes the software you need, but we're, you know,
22:49
I'm here to help.
22:50
You know, I'm not here to just give someone software.
22:52
I actually want to help them use it and implement it and grow it in their business.
22:56
Very cool.
22:57
That's an interesting concept, by the way, and kind of surprising from a, you know, software
23:00
company.
23:01
Yeah.
23:02
Well, you know, I didn't develop the software.
23:04
I just learned how to use it better than most people and I learned how to, you developed
23:08
a lot of the add-ons.
23:09
Yeah.
23:10
I did.
23:11
How to use the software pretty much, you know, so everything I'm looking at here in terms
23:16
of the marketing automation, the leads and loan management, all that was just functionality.
23:21
You just added on top of active campaign.
23:24
It's what active campaign can do, but you have to use, you have to build the system.
23:28
Oh, most of it's built inside the system.
23:31
So I went and created an automation.
23:33
Some of it requires an integration without side services and that's where Zapier comes
23:36
in and in Convertry and that kind of stuff too.
23:39
So.
23:40
Okay, Convertry, I know you and I talked about that last time.
23:42
So it's the landing page tool that you have that's built in there and there's a ton of
23:47
landing page solutions out there.
23:48
I've looked at like all of them some good, some not so good, some overpriced and I saw
23:52
kind of your demo of that, man, and that impressed me as well was how easy it looked for
23:58
a novice, if you will, to just drag and drop and build a landing page.
24:01
Yeah, 100%.
24:02
Yeah, you don't have to have any HTML knowledge and the landing pages are super fast.
24:07
That was really important to me as well.
24:09
I love it.
24:10
I love it.
24:11
And am I reading here done for you set up?
24:12
Does that mean what you'll you'll set up the basic foundation for somebody when they
24:16
come in on board?
24:17
Yep.
24:18
That's exactly what it means.
24:19
There's a 40 or so automations, three pipelines.
24:23
Oh, I don't remember how many stages, 18 or 20 stages, you know, everywhere from new
24:27
lead received to, you know, docs requested in initial underwriting all the stages through
24:33
the whole process.
24:34
And that includes at least at the initial level here.
24:36
And I'm sorry, I'm like, you know, if I put you on the spot, but it includes 25 users.
24:41
Yeah, you can have up to 25 users in the system.
24:44
So one distinction I will say is each LO that goes in a system, they have to have their
24:49
own setup because the automations are tailored to the specific LO.
24:53
So it's not like it's not an enterprise solution.
24:56
I have branches that will come to me sometimes, not how I built it, it's not what it was intended
24:59
for.
25:00
The 25 users would be for like a team.
25:02
Yeah.
25:03
I actually had in my system, I'm no longer originating, but I actually had real estate agents
25:07
in there.
25:08
And I would create automations and I even created like a pipeline.
25:11
So they could manage their leads and there's ways to set up user group permissions.
25:15
So they can't see your stuff, but they can use your system.
25:18
So there's a real value add there to provide some things for your agents that they're not
25:23
going to do.
25:24
Yeah.
25:25
And I think I had asked you that once before, perhaps, but in terms of realtors and leads,
25:29
let's say you are running ads on Facebook and, you know, you've got six realtors you're
25:32
working with and running ads with them each separately.
25:35
You can kind of have silos with them and they can get notified as leads come in.
25:39
Yeah.
25:40
100%.
25:41
Yep.
25:42
Yeah.
25:43
You can tag them.
25:44
You can send email notifications.
25:45
I even was, I had a couple of realtors set up with their own slide broadcast account and
25:47
their own texting so that the messages were coming from the agent and I was just co-branded
25:52
on the emails and then of course they knew any leads that came through those campaigns
25:56
were mine.
25:57
And they wanted to keep, keep using the system.
25:59
So there's a real leverage there in that relationship because if they become, start to become
26:03
reliant upon you to, you know, reverse, reversely, you know, we used to be reliant upon agents
26:09
for everything.
26:10
But if they've started to become reliant on you to feed their family some meals, it really
26:14
evens out that relationship in a way.
26:16
I didn't like the disequity in that relationship.
26:18
Yeah.
26:19
I didn't like having to kiss ass all the time, sorry, I don't know if you can edit that
26:22
out.
26:23
I'm not an ass kisser.
26:25
I don't kiss ass for members.
26:27
I don't kiss ass for clients.
26:29
You know, I do everything I can for people, but if I'm being treated horribly like a lot
26:33
of real estate agents treat that relationship, you know, I used to just move on and eventually
26:37
I realized I wanted to flip that relationship to where, you know, they had to respect it
26:43
because they were relying on me to a certain degree and it really changed the game for
26:48
me a lot.
26:49
I'm looking at a couple of the automations that you've got in here, lead in loan tasks.
26:55
Huh?
26:56
I like those.
26:57
What are those?
26:58
So that's the consistency and process.
27:00
There are certain things that you want to happen at every, every single time at a certain
27:04
stage.
27:05
Totally, milestones.
27:06
Yeah.
27:07
So there's milestones.
27:08
Yeah.
27:09
So my favorite one is when the client docs come in and you slide the deal from one stage
27:11
to the client docs stage and an email goes out to the support staff with a whole list
27:16
of what to look for.
27:18
You know, are there any cash deposits?
27:19
If so, you need to document it with this, this and this.
27:22
And I've actually had new LOs who didn't have experience in the industry come in and
27:26
they told me, hey, I didn't, you know, these are training me and I wasn't my intention.
27:30
I was just trying to, you know, get my system down, but they're like, this is so helpful.
27:34
It's training me on what I need to look for at certain stages and what I need to do.
27:39
I actually did a survey of about 40 high level LOs when I first started and I asked them
27:45
to all share with me their best practices at each stage in the lead in loan process.
27:50
And then I put it all together and kind of, you know, went in and edited and there was
27:55
some crossover and then I took all of those tasks and I put it in the system.
27:59
Oh, really?
28:00
Wow.
28:01
Yeah.
28:02
That's cool.
28:03
That's practice and stuff.
28:04
Yeah, I was super.
28:05
They were doing things I never even thought of.
28:06
So it was really helpful and it turns out a lot of people like that.
28:10
What is subscribed by SMS?
28:12
So somebody can send a text message in and it'll reply back and say, you know, send
28:17
me your email address and subscribe to a list.
28:20
So like say you're doing a realtor class and you have, you want them to subscribe to
28:24
your list and you're going to send them a, I don't know, a checklist or something.
28:28
You can give them the number and a short code and they text the number in and it sends
28:32
them back a text, collects their email and then sends them the feedback.
28:36
This also includes like this, this would replace the outlet calendaring.
28:40
It doesn't have a calendar built into it actually.
28:43
Actually.
28:44
Yeah.
28:45
Yeah.
28:46
It's nice because I didn't build the system.
28:48
Right.
28:49
You know, I get to throw that back on active campaign.
28:52
That's one thing I'd love to see in there.
28:53
It does have really robust task management.
28:56
Like it's got a really nice task management system.
28:59
And I have had members who want those things on their calendar and it's just a simple
29:03
zap.
29:04
You just set up a zap.
29:05
This happens in an active campaign.
29:06
I wanted to add it to my calendar.
29:07
Oh, no big deal then.
29:09
Yeah.
29:10
I remember back in the day when I used to Salesforce though, I still ran both systems out
29:14
looking at Salesforce.
29:16
Yeah.
29:17
I don't think this would replace whatever you're using for just your regular day to day
29:20
email.
29:21
Yeah.
29:22
Yeah.
29:23
Tell me about any integrations into LOS.
29:27
None.
29:28
None.
29:29
And is that an issue?
29:30
Do you come up against that?
29:32
There's a couple reasons.
29:33
One is I'm not a developer.
29:35
Two is the couple times that we have tried to get permission.
29:38
It's like, you know, we don't have thousands of users and a company's not going to give
29:42
us permission to attach to their LOS for two people in their whole company that use it.
29:47
And so the other thing is is when I had a system previously when I was working, I had
29:52
a CRM that was attached for automated milestone updates.
29:56
So the underwriter would mark the loan approved and all the communications would go out.
30:01
I found more often than not, I didn't like that because I didn't have control of when
30:05
those would go out.
30:07
And there was times where I was packing up to go camping, underwriter approved a loan,
30:11
you know, Friday at three o'clock.
30:12
And now all of a sudden I'm getting the phone calls and emails because all these milestone
30:16
updates went out.
30:17
And so I didn't like that much automation.
30:19
I at least wanted to know when the automations are going out.
30:23
So a loan got approved.
30:24
I could wait until I got back on Monday morning, trigger all that and then be around to deal
30:28
with it.
30:29
Right.
30:30
Right.
30:31
Absolutely.
30:32
Very, very cool.
30:33
I got to give a quick shout out because I'm on your webpage here and I'm probably going
30:36
to butcher his last name.
30:38
John Gianatacio.
30:39
Oh, I'm not sure.
30:40
I'd have to look at it.
30:41
Maybe I got that right.
30:42
Yeah.
30:43
Yeah.
30:44
But John, I forget.
30:45
I forget.
30:46
And wife.
30:47
Yeah.
30:48
Nice Irish boy.
30:49
What group were you in?
30:50
I don't know if it was my group or somebody else's, but he was just giving you big props.
30:53
And so that's kind of also what led to us coming together here.
30:57
He's a huge fan of it.
30:59
What's coming next for you?
31:00
Any things on the horizon for the new year?
31:03
Yeah.
31:04
Couple of things.
31:05
I'm working on a real estate version.
31:06
Oh, right.
31:07
It's kind of a big one.
31:08
Yeah.
31:09
I'm also.
31:10
It's the big boys out there.
31:11
The top producers of the world and all that.
31:12
Yeah.
31:13
I want to keep small.
31:14
You know, I don't want to go big.
31:16
Like I mentioned, I want to keep it words personal.
31:18
You know, I want to know the name of every single member in my group.
31:23
And after a three or four hundred, I should labor of love them.
31:26
You know, money is so secondary to me.
31:28
It's not even funny.
31:29
I took about a 60% pay cut when I quit the mortgage business.
31:32
Yeah.
31:33
You know, as long as I have what you're doing, yeah, you know, and for years, I chased
31:37
the big house in the nice car and I got that stuff and I live in a pretty big house
31:41
right now.
31:42
And all I want to do is move to a smaller house.
31:45
You know, it's a lot to maintain and it didn't make me happy.
31:48
You know, I got all the things I was going for and it honestly didn't make me happy.
31:52
At some point, I just realized that the only way I'm going to be happy and content in
31:56
life is to do things that satisfy me from I got to go from the inside out.
32:00
And so I do the things I love.
32:02
If I make good money in it, awesome.
32:04
You know, and I make good money now.
32:05
We've got, you know, a good membership and I make a good living.
32:09
And I definitely want to make a little more.
32:10
I want to show my family the world.
32:12
I want to travel.
32:13
We're going to Portugal next summer, but it's not first, it's just so secondary for
32:17
me.
32:18
Well, I can relate, man, trust me.
32:19
For your listeners, this podcast, I've been doing it since 2016 and as a matter of
32:24
fact, January of 2016, so full three years.
32:27
And it definitely isn't about, you know, I mean, it's not like I get paid to do this.
32:31
So.
32:32
Right.
32:33
So true love.
32:34
So hope you got.
32:35
And by the way, if you're listening right now, that means you got to go leave me a
32:37
review right now on iTunes or Stitcher or wherever you're listening to this.
32:40
Yeah.
32:41
At the least, right?
32:42
Yeah.
32:43
Three years of free.
32:44
Exactly.
32:45
Love.
32:46
Free content here.
32:47
Bring it to the good stuff.
32:48
All right.
32:49
Cool.
32:50
So for those that want to check out more about MMO shift, where would you recommend they go?
32:56
The home page is the best place to go, just MLO shift.com.
32:59
I actually, I didn't tell you I was going to do this, but I did a special coupon code for
33:02
this.
33:03
Sweet or podcast.
33:04
Yeah.
33:05
This is not available anywhere else.
33:06
It's a 30% off upfront.
33:07
Wow.
33:08
And the code, the code is MM radio.
33:10
MM radio.
33:11
Cool.
33:12
MM radio.
33:13
Yep.
33:14
And if you go to the home page, there's two main links you can click on at the top.
33:17
The red button will take you to a training in a demo.
33:20
Okay.
33:21
That is.
33:22
It talks about, you know, systematizing your business.
33:25
So there's an actual training element to it.
33:26
But then it also goes deep into how we do it and how our system works.
33:30
And that's really the best place to check us out.
33:33
And then if you have questions after that, you can reach back out.
33:36
And I do every Tuesday and every Thursday, I do live Q&A calls for those who have watched
33:41
that video first.
33:42
I've done enough one-on-one demos.
33:44
Yeah.
33:45
Bad.
33:46
Where do you do those calls?
33:48
On a Zoom call.
33:49
How do people get on that radar?
33:52
You know, I haven't.
33:53
I just started doing it a few weeks ago.
33:54
In fact, I've got one this afternoon.
33:56
So I haven't really promoted it yet.
33:57
I will have links to that and stuff in the autoresponder when you opt into the training.
34:02
I'll have that into.
34:03
In fact, now that we've talked, I'll get that into today.
34:04
Okay.
34:05
Cool.
34:06
So for them to learn more, go to mloshift.com.
34:09
And if they want to get started, you're going to give them 30% off the setup fee as a loyal
34:14
listener of Mortis Marketing Radio.
34:15
Yes.
34:16
Excellent.
34:17
And that is the code is mm radio.
34:19
I assume that's in the checkout as you're going through that.
34:21
Very cool.
34:22
That's correct.
34:23
Yes.
34:24
Awesome, man.
34:25
Well, I can't thank you enough for number one, really giving back to the mortgage industry,
34:28
right?
34:29
Because I can tell it's a labor of love.
34:30
And I can really relate on that.
34:32
So thank you for that.
34:33
And thanks for the special offer for our listeners and for you being here today.
34:36
Yeah.
34:37
That's an opportunity.
34:38
Thanks for the invitation, man.
34:39
You bet.
34:40
And listeners, as always.
34:41
Thanks for tuning in.
34:42
Listen in.
34:43
If you like this episode, hey, leave us a little love out there.
34:44
We're ever listening to this.
34:45
We're fine podcasts are provided.
34:47
And go ahead and check out Jeff and MLO shift because I've heard from a number of people
34:52
who I trust.
34:53
And it's a very small circle.
34:55
You know, it's funny, Jeff.
34:56
I mean, I meant to say this earlier, but you are the best kept secret in the mortgage
34:59
industry when it comes to CRM and marketing automation.
35:02
And so hopefully this changes that to a certain degree.
35:04
So.
35:05
That'd be great.
35:06
Go check out Jeff and all he's doing at MLO shift.com.
35:09
And we'll see you on the next one, everybody.
35:11
Bye for now.
35:12
Thanks for listening to Mortgage Marketing Radio.
35:16
One more truth in mortgage marketing, get more free training and resources at MortgageMarketingInstitute.com.
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