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Going Consumer Direct with Google Ads · 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
However, finding effective ways to secure agent relationships can be a challenge.
0:11
With so many mortgage loan originators vying for the attention of real estate agents, it
0:15
can be difficult to stand out and establish meaningful connections.
0:20
Our new case study featuring loan officer Chris Cogill is a must-read.
0:25
Chris has closed a remarkable 36 million in funded loans from agent referrals.
0:31
And in this case study, he shares his proven strategies for building strong relationships
0:34
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
0:45
of the case study today.
0:47
You'll find actionable insights and practical tips that Chris used to close 36 million
0:52
in funded loans from agent referrals and how you can, too.
0:56
Don't miss out.
0:57
Go check it out right now, visit LOKestudy.com and download your free copy today.
1:03
Loan officers that, especially loan officers that aren't that great at generating referrals,
1:08
loan officers that, you know, tend to struggle with the idea of letting go of their pipeline
1:14
to go out and generate more business, you know, those are typically the loan officers
1:18
that do really well with the consumer direct marketing.
1:25
Hey, listeners, Jeff Zimfer, welcome to another episode of the Morgan's Market Radio
1:37
podcast.
1:38
Thrilled to bring this episode to you this week where you get started in just a moment.
1:43
But before we do, of course, this episode is brought to you.
1:46
Many of the episodes is brought to you by me, me and my agent classes and the Morgan's
1:51
marketing pro membership.
1:52
What do I mean by that?
1:53
Have you noticed the market has shifted, right?
1:55
And the market has shifted into the new market, which is you need to get back to work and
2:00
generate your own leads, you know, for the last two years, plus we've had leads coming
2:04
to us.
2:05
It's been raining, refies and mortgages and deals and it stopped raining were in a different
2:12
market.
2:13
We're in a different climate right now.
2:13
And when there's a market shift, what do we do?
2:15
Do we stand, you know, sit on our hands, do we stand on the sidelines and scratch your
2:19
head and wonder what we do?
2:20
Hopefully that's not you.
2:21
Hopefully you're getting into action mode.
2:23
In action mode, in this market is, you've got to shift your attention to for a set of
2:27
what we're doing in the past, which was, right, a capacity issue and working towards,
2:32
you know, the focus was on how do we handle capacity?
2:34
Well, the new market is how do we actually generate awareness?
2:39
How do we generate interest?
2:40
How do we generate actual business and leads, right?
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And how do you do that?
2:45
Well, you've got to get into lead generation and of course, there's multiple ways to
2:49
do lead generation.
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We coach on that in our mortgage marketing pro coaching group.
2:54
But and so there's lots of different ways, right?
2:56
You know, database and all the different things and social media and calling and, but
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look, the bottom line is this is if you're looking to grow your purchase business, I've
3:03
not yet seen a better, more effective way than leading with an educational platform.
3:07
We have one to offer you.
3:08
It's called my agent classes.
3:10
As a matter of fact, here's a quick story from one of our members, Brian the fame, Brian,
3:13
how you doing?
3:14
Hope you're well.
3:15
But he's been, by the way, a member of ours for, I don't know, 12 months, 18 months,
3:18
something like that.
3:20
And he said because of his consistent teaching of classes that he was just invited to become
3:23
the in-house lender at a real estate brokerage that has 1,200 real estate agents.
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And that wouldn't have happened without our platform of my agent classes, building a platform
3:34
to attract, engage and convert real estate agents and add more value than any other lender.
3:39
So are you looking for lead generation?
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Are you looking to generate purchase leads?
3:43
Lots of different ways you can do about it.
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Do it.
3:46
We're going to talk about one of those ways on today's episode, but one of the ways,
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as my guest will explain and agree with, is one of the ways to generate purchase business.
3:53
Of course, it's still going to be referral partners.
3:56
LeadGen has its place in terms of consumer direct and paying for leads and paper click
3:59
traffic, which we're going to talk about.
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But let's just face it, the quickest, shortest path to leads to the lowest total cost, the
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highest conversion source of leads is a referral from your database, from your sphere of influence
4:12
and real estate agents.
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And if you want to be like our member, Brian LaFame, and actually attract agents to you
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and get agents coming to you saying, I want to work with you, well, what are you doing
4:24
differently?
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How are you going to attract them?
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How are you going to build that mechanism by which you're going to drive engagements
4:29
and conversations?
4:30
I'm going to invite you to go check out my agent classes and the mortgage marketing
4:33
pro membership.
4:34
How do you do that?
4:35
You go to mortgagemarketing.pro.
4:36
Imagine this, right?
4:37
A complete turnkey library of content that you can easily download, repurpose, share,
4:42
and teach agent classes in your own local market in person or virtually.
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We've got members doing it both, and they're getting 10, 20, 30 agents out of class, and
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they're scheduling 6, 8, 10 agent meetings, every single class, and they're getting referrals.
4:56
Chris Cogel, another member, pulls a million dollars in originations out of every single
5:00
class he does on average.
5:02
You want to see the success stories yourself?
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Go to mortgagemarketing.pro, check it out, learn more there.
5:08
Okay, onto my special guest.
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This week, speaking of lead gen, as I had mentioned, another source for generating leads is Google,
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paper click, right?
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Eight advertisements, eight traffic, mortgage lead generation, right?
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And there are a few people that I've known or have met that understand this space, the
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mortgage and real estate housing space, when it comes to lead generation and how to actually
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leverage tools like Google, and we're going to be talking about paper click here today on
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this episode.
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What it is, how you can take advantage of it.
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We're going to be sharing some case studies, some of the changes that have happened with
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Google.
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But more importantly, if you are looking to diversify your lead gen portfolio, right?
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Once you've got your base of referral partners set in in your past client data-based
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field influence, once you've got that base set up, well, then it makes sense to start
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to look at the other sources for lead gen such as paper click, which we're going to talk
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about on today's episode, Michael McAllister, the founder and CEO of Empower.
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L.O. EmpowerFunnels.com is the website.
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What they do is they generate exclusive mortgage leads and everything you need to convert
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them, a complete system and platform.
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And I believe this is Michael's second appearance on the podcast.
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And so if I bring somebody back for a second time, right?
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It's because I see them doing good things and I believe in them and that if you haven't
6:25
heard about them, you need to hear about them.
6:26
So that's why Michael is here today.
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By the way, don't forget that if you are interested in learning more, Michael has set up
6:32
something, especially just for my listeners.
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First of all, you want to definitely go request a live demo.
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You go to EmpowerFunnels.com.
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There'll be a link in the show notes.
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But if you decide to move forward, if it's for you, he's offering $500 off the setup
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fee just for our listeners.
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By the way, guys, I don't get anything for this.
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It's just I'm a believer in what they're doing over there and empower L.O. and I encourage
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you to check that out further.
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If you think you're at the right stage, you're business for that.
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So EmpowerFunnels.com, without further ado, let's get into this week's show.
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Michael McAllister, welcome back to the show.
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How are you doing?
7:03
We're doing fantastic.
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We are here today to talk about not all things because we don't have enough time.
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But we're here to talk about at least some important things around paper, click, consumer
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direct, mortgage leads, this ever changing evolving subject.
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So let's start with, I'd like to do this for any of the listeners who are unsure.
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Let's talk about the various types of what we're doing today, by the way, guys, is we're
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setting aside referral partner conversations and all that for the time being, not to say
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that you couldn't partner with him on some leads you generate.
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But what we're going to focus on really now is I'll use the tune term consumer direct.
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So Michael, when I say consumer direct, what should loan officers be thinking?
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What does that mean to you as a person who runs a right agency that helps L.O. generate
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leads?
7:53
Yeah.
7:54
So the difference between consumer direct and what I would refer to as traditional mortgage
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marketing, traditional mortgage marketing is what was established all the way back in 1930
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when the mortgages came out, which is realtors have, realtors have gated access basically
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to homes on the market through the MLS.
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And so we're going to go make friends with realtors and when they get the people coming
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and knocking on their doors asking for MLS access that refer to them to us for the Greek
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wall.
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Traditional mortgage marketing is basically a referral base like what you talked about.
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Consumer direct is going to be the antithesis of that kind of which is marketing directly
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to the consumer of the product.
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Instead of marketing to real estate agents is that is my customer.
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I am now looking at it as like the person who is applying for the mortgage is my customer
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and I'm marketing directly to that.
8:45
Got it.
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And how do we reach them for what channels are means?
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Digital is going to be the most the easiest to access, I think, for most loan officers.
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It also is the most effective in a lot of cases.
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If you look at quick and loans, or I guess rocket, right, I always call them quick and
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loans, I can't ever make that shift, rocket, whatever you want to call them.
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If you look at what they do, I mean, they have, you know, they do super bowl sponsorships
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and state, you know, and television ads, radio ads, et cetera.
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They do a lot of other consumer direct type marketing.
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I mean, all of that is still geared towards the consumer, but that low hanging fruit for
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most loan officers is going to be digital online, where, you know, you can get it with
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a lot less upfront, basically.
9:32
Okay.
9:33
So digital, but in terms of running ads, where we're paying for this access or paying to
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reach consumers, different than just posting content for free on social media platforms.
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In our discussion today, we're talking about specifically Google and what you call paper
9:49
quick ads, right?
9:51
Correct.
9:52
Yeah.
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I mean, that's definitely what we specialize in.
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Consumer direct though.
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I mean, most people don't think of consumer direct as that like free social content that
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they're posting, but at the same time, if that free social content is geared towards people
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that are the consumers of the mortgage and not towards real estate agents, then that technically
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still is consumer direct marketing.
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One of the heaviest hitters in our market here locally, you know, she would consider herself
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a consumer direct loan officer based on multiple conversations we had.
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We've had, she doesn't do one bit of lead generation.
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It's all social, but for the sake of, you know, what we're talking about, yeah, paid
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search, organic search event would be considered consumer direct, but yeah, that's what we look
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at it.
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So let's take the big question, which is, why should LOs consider growing their business
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with some paid advertising?
10:48
Yeah.
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I've always been the type of person that if you show me something that works, like I'm
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going to repeat it over and over and over again until it doesn't work anymore, right?
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And so that's why paid advertising is always resonated with me is that at the point that
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you, at the point that you create a funnel basically, a funnel that recreates applications
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or pre-approvals or closings or whatever you want to measure that by, at the point that
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you have a system that recreates this, this item that you could be compensated for.
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If you cost you $1,000 to generate $4,000 of income, then you basically have, you know,
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you basically can grow as fast as your operations can support it.
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That's why I always liked it and why I feel like for loan officers, especially loan officers
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that aren't that great at generating referrals, loan officers that tend to struggle with
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the idea of letting go of their pipeline to go out and generate more business.
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Those are typically the loan officers that do really well with the consumer direct marketing
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and their eyes, they are taking their hands off their marketing and focusing on loans
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and making sure that those loans get closed.
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Obviously, you can take that too far too, but yeah.
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All right, so let's talk about this pay per click, right?
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Let's define what that means.
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And I know some people might think this is overkill or simplification, but there are people
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that need a little clarification on what pay per click really means.
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Yeah, for sure.
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I mean, I think there's a lot of people out there that would say that they know what PVC
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or pay per click means and that wouldn't like, would appreciate the explanation anyways.
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You know, just based on my experience.
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So PVC pay per click, basically, if you look at Google ads, for example, we're going to
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use Google ads as an example because that's what we specialize in.
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When people, when I pay Google to show ads for my customer, I'm not actually paying Google
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to show my ads, I'm paying Google for the clicks that them showing my ads generates.
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So in theory, if you were to put out an ad that was so terrible that nobody clicked on
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it, like, you wouldn't pay Google a dime.
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You wouldn't get anything from it, but you wouldn't pay Google a dime for any amount
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of impressions that you collected on their platform that didn't actually garner a click.
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So that's going to be the definition really of pay per click marketing is exactly that.
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You are paying based on people clicking on, you know, clicking on your ad.
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Yeah.
13:30
And speaking of specializing in Google, there's a reason why you chose to specialize in Google
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versus Facebook or Instagram ads.
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For example, do you want to briefly say why that is?
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Yeah, I mean, I like my backgrounds as a loan officer and it was probably 2016.
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Yeah, 2016, 2017, when Facebook ads were starting to become really popular for loan
13:51
officers and back then targeting was amazing.
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Like what you could target on Facebook at, you know, on Facebook as a loan officer was
13:59
literally criminal, but it was amazing.
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I mean, as far as like being able to target people based on their income category,
14:05
their credit score, you know, whether or not Facebook determined them as likely to move,
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which you know behind the scenes, they're factoring in things like credit score and income and
14:15
whatnot.
14:16
And one of these things that HUD came down in like 2018, 2019, you guys can't do this,
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like slam Facebook with some sanctions and they pulled way, way back.
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But I was doing it back then and even then when it was like at its prime, I just,
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the leads were garbage and I worked internet leads in the car business prior to being a loan
14:37
officer.
14:38
And so it was just kind of a coincidence of the fate basically that I had the experience
14:44
to be able to say like, this kind of seems like like really low intense, like this,
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this kind of seems like the car leads that I would get where people would ask me about
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$25 Amazon gift cards, right?
14:55
Like that's kind of what this feels like when I'm, when I'm showing people, you know,
15:00
a list of pocket listings in order to get leads for a couple bucks to lead, it's just,
15:06
you know, a name email address and phone number of somebody who wants access to listings
15:10
that aren't on Zillow is not necessarily as valuable as getting somebody who's searching
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for mortgage-related information.
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So ultimately, you know, I got lucky enough to figure out the Google ad system.
15:23
I mean, I banged at my head against the wall for a couple months, but, you know, I knew
15:28
that that was the place that quick and loans at the time, rocket now, Zillow, lending
15:33
tree, bank rate.
15:35
I mean, I've got tools now that confirm what I couldn't confirm back then, but tools
15:40
now confirm that all those companies are getting their traffic from search.
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So at the time, it just made sense for me to figure it out and five years later, here we
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are.
15:49
Okay.
15:50
Cool.
15:51
Thank you for that.
15:52
So I want to play around with a little bit of search terms.
15:55
Yeah.
15:56
This is something that you deal with every day.
15:58
This is something that's evolving and this is also, I'm asking selfishly for a little
16:03
self-education here on my behalf.
16:05
So I can sound smart when I talk to other people and, you know, decide to give you credit
16:09
or not.
16:10
That's good.
16:11
You know, the classic, here's what I'm reading or hearing is that, you know, for some
16:17
time, an example of a search term would be, you know, filling the blank near me, real
16:22
turn near me, or Thai food near me, or I don't know if people did like, you know, mortgage
16:27
broker lender, whatever near me so much.
16:29
But now what I'm hearing is that people are doing things like what FICO scores used to
16:33
buy a house.
16:34
How much do I need down?
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And those are some of the search terms of more recent that are coming up more often than
16:43
the more traditional ones.
16:44
Is that accurate, you know?
16:45
Yeah.
16:46
No, that's, that's, where are you reading that from?
16:48
That sounds incredibly well, right?
16:49
I can't believe it.
16:50
Top secret.
16:51
I think I might be seeing this blog called EmpoweredFunnels.com.
16:54
No.
16:55
Okay.
16:56
I got there perfectly.
16:57
So, no.
16:58
Yeah.
16:59
No, that's exactly, that's exactly right.
17:00
I think about how we used to use Google.
17:03
I mean, I remember 2001, 2002, I was too young to be using Google, but using Google.
17:08
Anyways, it was just how I was raised with family and technology.
17:13
And I remember, like, the big thing back then, like, you had to use quotation marks and
17:17
plus signs and stuff to make sure that you got exactly what you were looking for, because
17:22
the indexing of the search results was such that, you know, you'd find a lot of garbage
17:27
if you didn't search properly.
17:29
Well, over time, Google has gotten better and better and better at matching the intent
17:33
of, you know, search results, the intent of content with the intent of somebody who's
17:37
searching, which has made us more dependent on that, which has made us more dependent
17:41
on how easy that is.
17:42
And so, yeah.
17:43
I mean, I always use the analogy like a car mechanic.
17:46
If, you know, if your car made a really distinct noise as you went to started and then blew
17:53
out a plume of smoke out the tailpipe, like, you're probably at that point, you know, a
17:58
lot of people think that their instant reflex would be to search mechanic near me.
18:03
But then when you really think about it, no, most people, before they call that mechanic,
18:07
they want to be a little bit educated on what it is that they're, you know, what might
18:10
be going on.
18:11
Like, you know, car made screaming noise and then blew smoke out what's wrong?
18:15
Like, you know, some people literally use Google like this.
18:20
And as I say this, you know, it's, I think a lot of people in the audience will identify
18:25
with this.
18:26
There used to be, it used to be a joke, a common joke that like, my Google search history
18:32
was like the most private, like, depths of my soul, right, because I have some of the
18:36
most embarrassing, like, just random thoughts typed into a search engine.
18:41
Well, that's the way that people use Google now.
18:43
And so, that's really what created the opportunity for mortgage-led generation for consumer
18:49
direct companies is the gap in understanding and that where most local brokerages are
18:53
still bidding for mortgage brokers near me and paying 20 bucks a click while my clients
18:59
paid, you know, 12 to 13 bucks a lead in our paying 2 to 3 bucks a click for the searches
19:03
that, you know, rocket mortgage and Zillow home loans are these companies are bidding
19:08
on too.
19:09
Okay.
19:10
I've been doing some testing while we're talking here and doing different search terms
19:14
and trying to find a local source or local result where these were Google is serving up,
19:19
you know, the three packs, so to speak, right, which is the three people, three primary
19:23
results are going to serve up.
19:25
And when I'm still finding, like, when I did this stuff of like, how much down for a house
19:28
and that kind of stuff, obviously, who comes up in a lot of those search results are the
19:34
big players, right, the rockets, the world, the people who are writing tons of content
19:39
on their blogs and things like that.
19:41
So and that's more of like an SEO discussion than a PPC per se.
19:45
So let's, for the listener right now, they're like, okay, that's all great.
19:50
What do I need to do?
19:51
Like if I'm going to do paper click, what are the search terms or how do I, you know,
19:56
how do I find, how do I get those people to find me like, you know, me through that funnel?
20:02
Yeah.
20:03
I mean, I think there's, there's two sides that like, depending on how deep you want
20:06
to get into this, like, you can get really, really deep into this and, and I, you know,
20:12
if you're going to get really deep into this, I say, uh, it's all about, uh, tracking,
20:16
pick, like tracking, tracking everything, you know, making sure that your conversion tracking
20:21
is dialed in 100% that you're collecting, you're collecting your click identifiers and
20:25
passing those back to Google every single time because like, Google's machine learning
20:32
does really, really well if you're feeding it well.
20:35
So they have a broad match keyword strategy, which is one of the things that they've really
20:40
improved over the last like five to seven years, um, which is, you know, rather than type,
20:45
rather than telling Google exactly what keywords you're looking for, you're telling Google
20:51
basically keyword ideas, basically concepts.
20:54
And so they can stretch a little bit and start to look at the intent again.
20:59
Like I was saying, the intent of the searcher versus the intent of the content.
21:02
And so using that broad match category and, and not running ads if you don't have a conversion
21:08
set up, if you, you know, do not run ads if you don't have a conversion tracking set up
21:13
because it will be a giant waste of money.
21:15
But if you can feed that data back to Google for long enough to change your bidding strategy
21:20
from a manual bidding strategy to a strategy where you're telling Google, hey, optimize
21:26
for these events that are happening.
21:28
Once you do that, the account will basically run itself.
21:32
I mean, you'll have to do some massaging here and there.
21:35
But if you can get Google to take that pixel data and start targeting searchers
21:41
based on who's most likely to turn into a lead, that's really where the results kick in.
21:45
So that's like, that's like, if you're really getting into it, the bare minimum is
21:50
make sure your Google My Business Profile is set up.
21:52
Like that is the bare bare minimum.
21:55
Like you've got to have a Google My Business Profile.
21:57
You got to have reviews on your Google My Business Profile.
22:01
Like that is such low-hanging fruit for so many loan officers.
22:05
It's silly to me when we get people coming through and demoing our product
22:09
and they don't even have that set up for themselves.
22:10
If you're saying that's relevant to the success of your ad strategy?
22:14
No, not necessarily.
22:15
No, I mean, it can be depending on how you're running the ads, not how we run the ads.
22:20
That's a long and complicated story.
22:22
It will not benefit us based on how we run the ads.
22:25
It can.
22:27
But at the end of the, like I said, it can if you have those two links together
22:30
and speaking, you know, speaking to each other.
22:34
But at the end of the day, it's more like if you're not going to go all in on Google ads,
22:39
like you shouldn't be dipping your toe in on Google ads.
22:42
So, you know.
22:43
So I know that's, and by the way, we don't prepare for any of this.
22:46
I'm coming at you with frigging perv balls and everything like crazy, which is cool.
22:49
But for the listener, let me break it down to my level.
22:56
Let me force gump this for me.
22:58
And that is why the, I don't know what that came from, but I'm using it.
23:04
I'm stealing it for me, will you please?
23:11
The obviously the importance of the Google business profile is because even if somebody
23:14
does click on your ad, they're likely going to bounce around and go look you up and
23:17
search you anyway by name and so then they're likely going to come across your Google business
23:23
profile, hopefully, if you have one, and then secondarily, like you said, if it's optimized
23:28
with reviews and et cetera.
23:30
So we don't want to overlook that absolutely.
23:32
No, that's, oh, sorry, go ahead.
23:35
Back to the Google conversion pixel for a moment, just to stress the importance of that.
23:38
Why that's important for Google, you said to install that to attract, to track your conversions.
23:44
And so Google now can use the data it gets from your conversion tracking pixel to better
23:49
understand who to serve that ad in front of more often, right?
23:54
Correct, correct.
23:55
And nowadays it's more advanced than just the pixel installation, like it used to be that's
23:59
all you needed was to put the pixel on your side and Google would track it every time.
24:03
Apple has made that really difficult over the years with their intelligent tracking prevention.
24:07
The solution, if your technical is not that complicated, but there's a big caveat that's
24:12
if your technical, the solution is basically you got to collect the GCL ID somehow, like
24:19
you can set up your Google ads to tag the URL when somebody clicks on the ad with the
24:27
GCL ID, which is like their unique identifier that Google takes to match it up with everything
24:33
in their database they have on it.
24:35
So if you can send Google the click ID and the conversion event and the time that they converted,
24:42
then Google without the pixel can get all of their information.
24:46
And so Apple's tracking prevention won't prevent you from doing that if you know what you're
24:51
doing.
24:52
That's why people work with you so you can help you hear that out.
24:57
Yeah.
24:58
That shit happened like three years ago and when it happened, it scared us.
25:03
It scared us the first time that we saw we were missing 30% of our conversions in Google
25:08
and didn't know why.
25:09
I mean, it was really scary.
25:11
I can't imagine not having the technical acumen that we have to be able to figure that out.
25:16
Like just when I was a loan officer, if that would have happened, like that would have
25:19
been the end of me generating leads as a loan officer.
25:23
Yeah.
25:24
Like any of these changes, you figure out how to overcome them, some kind of work around.
25:28
All right.
25:29
So back to my search results test, little here.
25:31
So I typed out mortgage broker near me and I'm sitting here in Las Vegas.
25:35
And when I see at the top are these ads, by the way, I can tell you what I'll do is
25:39
I'll just for you being on the same page.
25:42
You listeners can't see this, but the YouTube version of this link on the show notes
25:46
to go to YouTube channel.
25:49
So I did mortgage broker near me.
25:52
You can see at the top earn more bips.
25:54
That doesn't seem very consumer direct, but anyway, that's that's a next, I believe,
25:59
I believe that's somebody that works.
26:01
Yeah, exactly.
26:02
Somebody somebody who works for next sub recruiting.
26:06
Interesting.
26:07
Okay.
26:08
But anyway, the next ones seem more relevant.
26:09
Wonderful website.
26:10
I don't know if you're familiar with these guys.
26:12
Yeah.
26:13
That's UWM site, right?
26:14
Find a mortgage broker.com, UDM, UDM, and then Blackman Home Loan.
26:18
So this to meet and then right below Blackman is Rocket.
26:20
Look at this.
26:21
So these guys are beating Rocket, which is nice for those who don't like Rocket.
26:26
But secondly is I want to point out this.
26:28
This seems to me to be at least because I know the industry.
26:32
Maybe that's problems on bias, but this seems to me to be the most relevant result for
26:37
that search or this one as well.
26:39
Yeah.
26:40
I mean, if you like at the point that you know what you're looking for, and if what
26:44
you're looking for is mortgage broker near me, but we always make that joke, like nobody
26:49
searching mortgage broker near me, except for recruiters and rake shoppers.
26:53
Okay.
26:54
Well, then let's talk about that.
26:55
What are they searching?
26:56
Because I tried that, but give me something to search.
26:58
Yeah.
26:59
How much house can I qualify for?
27:02
So how about how much down do I need or how much house can I qualify?
27:06
Which whatever.
27:07
Yeah.
27:08
I don't know they're the same, but all right.
27:11
Okay.
27:12
So check.
27:13
So yeah, FHAlons.com, so that's owned by a mortgage research center, which is Veterans
27:19
United.
27:20
Okay.
27:21
So that's the first result, then your second result, best money.
27:24
That's an affiliate site.
27:26
So if you click on that, you'll basically get 10 consumer direct lenders that are buying
27:30
leads that they're redirecting traffic to.
27:33
Got it.
27:34
Okay.
27:35
Well, oh, go back.
27:36
Where's that black man one?
27:37
They're doing something, right?
27:38
Is that the one you?
27:39
Is that the one we were looking at earlier?
27:41
The.
27:42
Uh-huh.
27:43
That's in the previous search.
27:44
Oh, okay.
27:45
Cool.
27:46
So they're landing page was do that.
27:47
I think it's two tabs over Las Vegas, Morgan.
27:49
Yeah.
27:50
Yeah.
27:51
Yeah.
27:52
Yeah.
27:53
Yeah.
27:54
Yeah.
27:55
They're landing pages doing some stuff, right?
27:56
They got a little bit too much navigation going on.
27:57
But anyways, that's the size of the point.
27:58
We can go back to search people.
27:59
Sorry about that.
28:00
Wow.
28:01
That's what we want to tune into the YouTube channel.
28:02
People.
28:03
All right.
28:04
We're going down, scrolling down, you know, you always have your top three and then we
28:08
go organic, organic, organic, and so you're going to scroll down again and then your ads
28:11
will start up again, which will be like technically page two of the ads.
28:18
So there we go.
28:19
Top value offer that looks like maybe a local wholesaler for like out there in Vegas.
28:26
You better.com.
28:27
We know who they are.
28:28
They're still in business.
28:30
Barely.
28:31
They want it all.
28:32
But hey, like this is their bread and butter right here, though.
28:35
This is the only reason that they are still in businesses because they run these PPC
28:38
campaigns and have a consumer direct call center.
28:41
They act like they're the super modern, like mortgage experience, but they're not.
28:46
They're just a consumer direct call center with like a little bit more recent branding,
28:50
a little bit more modern branding.
28:53
Mm hmm.
28:54
Mm hmm.
28:55
Interesting.
28:56
Another lead aggregator here.
28:58
Yep.
28:59
Yeah.
29:00
So this seems to be for those that are ready for this at where they're at at the place
29:07
in their career and they have the budget and the wherewithal and the right mindset to
29:10
running, you know, paid lead campaigns, it seems to be a, I mean, is this a game just
29:16
for the big boys and girls?
29:18
Uh, I don't think that I don't think so.
29:20
I mean, like, I guess it depends on what you look, you define like I don't want to alienate
29:25
anybody, right?
29:26
But, you know, our minimum, our minimum recommended ad spend is a grand and like our, our management
29:33
fee for one market is a grand.
29:35
So, uh, that's two, that's two grand a month.
29:38
I mean, I, like, don't give me wrong.
29:40
Like, it's a loan officer in their first year of business if they don't have like a business
29:44
background of some sort, this isn't, this isn't going to be a great fit for them.
29:48
But I don't think it necessarily takes like a heavy hit or a lot of, you know, a lot of
29:51
your hitters that are already there, unless they got there with consumer direct, like,
29:56
they don't want to add this unless it's to like provide leads for their teammates.
30:02
Right.
30:03
Right.
30:04
You know, they're trying to build a team.
30:07
Just doing another search, which is how to get a mortgage free approval or something
30:10
like that random.
30:11
Yeah.
30:12
So lending tree bank rate, two of the top ones there, those are two of the top five companies
30:15
at consumer direct, they're, they're bidding for how to get a mortgage free approval.
30:19
You go further down here, consumer affairs.
30:23
So that's another aggregator like affiliate site.
30:27
Yeah.
30:28
So what you help people do though is you help people in these search examples we just ran
30:33
here.
30:34
You help people show up in those search.
30:36
Yeah.
30:37
I mean, more than that, we like, we, we helped that I would, I would even go as far
30:41
to say we don't help them show up.
30:43
We helped them generate leads.
30:44
I say we don't help them show up because the, the approach that we take is not slapping
30:51
their brand out there.
30:54
Like we do, we use this approach we call hiding the salesman where we're going to introduce
30:58
them as the loan officer and we'll put whatever compliance language we need to on the page
31:01
or whatever.
31:02
But in that hero section on the page where we're trying to get them to take action and
31:06
submit their information, we are making the site appear like a third party resource.
31:12
And then at the point that the loan off that the lead is submitted, then that loan officer
31:16
is introduced to the lead.
31:18
So, you know, we like that's proven over and over again, that's what we help loan officer
31:23
with.
31:24
I don't want to put you on the spot, but, um, do you have an example, landing page, we
31:28
can pull up or something?
31:29
I'm actually, you know, I'm just super curious.
31:31
Well, I'm seeing.
31:32
Give you a minute to pull that up because I'm, you know, I've seen these and so I'm just
31:36
curious to see what yours looks like.
31:38
Not that this is like a, you know, a friggin comparison or a, what they used to call
31:43
on the day, a contest.
31:45
Yeah, let me see here.
31:49
Well, anybody listening right now should know if you didn't hear my previous interview
31:53
with Michael, which I got, that's going to be like what two years ago, something.
31:56
It's been a minute.
31:58
Um, on that interview, and I can link it in the show notes, we had one of your clients
32:02
on there who was getting, I forget the exact ROI, but it was like a 6X ROI.
32:07
Yeah.
32:08
Yes, versus his return.
32:09
And he was in South Dakota, if I recall, South Dakota Brent's still a client to this
32:14
day.
32:15
He's not as heavily invested into it, but he's been a client since, I mean, shit, the
32:20
first month that I was in business, you know, five years ago.
32:23
Yeah.
32:24
And by the way, obviously, you have a lot more clients than that.
32:25
That's just the, he up and we haven't had him on the show, um, but my point in in bringing
32:30
that up is like you've been doing this for a while and getting results and you've had
32:34
clients with that have been with you.
32:36
And if you wanted to listen to that episode, um, there's, you know, him, himself, the
32:40
loan officer talking about his results.
32:41
So, uh, let me just see, I got to make sure I have sharing, you're done.
32:46
Okay.
32:47
You can share any time.
32:48
Yep.
32:49
All right.
32:50
Let's do this.
32:51
And launch.
32:54
All right.
32:56
So this is just one, this is one of our templates that we have basically, we've got a few
33:02
different templates.
33:03
I don't share too much, too much information, but it's super basic, super basic, this landing
33:09
page converts, converts traffic at 20 to 25%.
33:13
Meaning 20 to 25% of the people that click on the ad of the clicks that my clients get
33:18
charged for this landing page will convert into a lead that fills out.
33:23
Mm hmm.
33:24
All of this information.
33:26
Mm hmm.
33:27
And by the way, I know you listeners can't see this, but he's showing me the website.
33:30
And if you've been to these sites before, they're, they're very much interactive, like
33:33
the big boys do.
33:34
Lower my bills and all that stuff.
33:36
You go through the series of questions.
33:39
And this is qualifying, right?
33:40
I mean, asking all the questions.
33:42
Exactly.
33:43
Exactly.
33:44
And if you have good marketing automation set up on the back end, you can segment your
33:47
list based on the answer to these questions.
33:50
All right.
33:51
Nice.
33:52
Okay.
33:53
Cool.
33:54
So it's exactly how I thought it might look.
33:56
Yep.
33:57
In terms of that page.
33:59
Not a lot to it.
34:01
Yeah.
34:02
Some people might find that surprising.
34:04
Yeah.
34:05
But the point is, you got to understand where the consumer is, they just want to get through
34:08
that, hop through that process as fast as possible, you know, I'm ready to get pre-approved,
34:14
pre-qualified, whatever.
34:15
And let me go to this site.
34:16
Okay.
34:17
Great.
34:18
Here's the questions.
34:19
Yes.
34:20
No.
34:21
Yes.
34:22
FICO.
34:23
Blah blah blah blah.
34:24
Four minutes later.
34:25
Boom.
34:26
I'm done.
34:27
90% of the traffic that we get through the sites comes from mobile.
34:32
So picture more like like mouth open scrolling on your phone.
34:39
Like you're making it as easy as possible for them, not necessarily because consciously
34:43
they want the easiest experience possible.
34:46
But because like as long as you can take advantage of like that zombie fucking drone, I mean,
34:51
sorry.
34:52
I don't know if I could say that I do it all the time.
34:56
As long as I can, as long as you can take advantage of that like zombie drone status
35:01
that they're in, I've just flip, flip, flip, flip, like that's the key to getting them
35:05
to turn into a lead basically.
35:07
All right.
35:08
So briefly, what happens after submission of that information?
35:11
The life of the lead.
35:12
Yeah.
35:13
So the lead, so at that point, thank you, Page pops up, introduces the loan officer.
35:18
We've got a nice, you know, pretty thank you page where we put their headshot on it.
35:21
At this point, this is where we want to make, let them know basically you've been matched
35:24
with the local loan officer that's going to help you out with this.
35:28
And then from there, it doesn't make any, you know, internet leads converted a really
35:31
low rate.
35:32
Historically speaking, I mean, you know, two to three percent, you're doing pretty well
35:36
when it comes to internet leads.
35:38
And so that wouldn't be time like an effective, an effective use of any loan officer's time
35:43
and it wasn't five, six years ago, but with marketing automation where it's at today,
35:47
we're adding these to a marketing automation platform that's going to do, you know, text
35:52
messages, pre-recorded voicemails, if the loan officer opts into that, we're kind of
35:56
shying away from that these days, emails, though, and, you know, basically, we're going
36:01
to help them at that point learn how to work in consumer direct pipeline, you know, loan
36:07
officers obviously aren't going all in on this business model right away.
36:11
And so a lot of that initial, like a couple months in training is teaching them how to,
36:16
you know, work this into an hour or two a day so they can have a new channel of business
36:20
without necessarily taking over their life.
36:23
Yeah.
36:24
I think that describes it very, very well in the channel of business without it taking
36:27
over your life, but one that's incredibly relevant unless you face it with the consumer
36:32
journey, a lot of them are going for the mortgage piece first, and then, you know, approaching
36:37
a realtor, et cetera, and how all that happens.
36:40
So I guess let's do it this way.
36:42
I don't know where you're at the listener right now, but I'm going to guess if you've been
36:45
with me for any time, you recognize the importance of call it consumer direct or have it having
36:51
another pillar to your business.
36:54
And why this is so relevant for today is I was listening to a conversation earlier.
36:59
And as you know, Michael very well, and all my listeners know, I'm still very bullish
37:04
on referral partners for reasons I've mentioned before.
37:07
They're still at the front of the deal and all that kind of stuff, however, they are also
37:11
being impacted by this digital shift in that the consumer is also circumventing the realtor
37:18
during their journey as well and getting to that, and it's all about how soon can you
37:23
get to that consumer and let's just face it, they're circumventing the realtor, they're
37:26
circumventing the L.O. together all this information until they're ready to actually engage.
37:31
Well, I think, you know, the winner is going to be who captures that person early on, right?
37:34
And does a great job of nurturing that relationship.
37:38
So even though I'm bullish on realtors, know that because they are being affected by the
37:43
same issue that they're going to have a smaller piece of the pie as well.
37:49
That's why these companies we're seeing, right?
37:51
These big companies, Ibuyers, let me buy the property for you, site unseen, all that.
37:55
That's why they're getting a piece of the market here.
37:57
And in a lot of cases, the realtor is being taken out of, you know, the situation on
38:00
that piece.
38:01
And now Zillow is going to try and capture that piece or open door or whoever it is, right?
38:04
Yeah.
38:05
So that's not to say we throw the baby out of the bath water.
38:07
We just need to be smarter and more nimble and agile.
38:11
Case in point, why someone like you is very relevant for L.O.'s today.
38:15
So with that said, what do you want to add on top of this as like the final cherry on
38:19
the cake?
38:20
I mean, I honestly, I would say that like today more than ever.
38:24
I mean, I've been doing this now, you know, either in production or in marketing for like
38:29
seven years now.
38:31
And I've never been more sure that that realtor, like referral relationships are crucial,
38:40
crucial to your business going forward.
38:41
And I haven't been somebody who thought that before, like I started this, I started this
38:45
business as somebody who like literally dreamed of a world where realtors just like stopped
38:50
existing.
38:51
Like, and that's how I started this business.
38:53
And so for me to be going back on that, but honestly, it was, it was your, like it was
38:58
sitting in on your class that caused me to like change that perspective and understand
39:02
that like, this isn't us against realtors.
39:05
This isn't loan officers against realtors.
39:07
This is like like local business versus big data.
39:11
This is, you know, this is the consumer versus Facebook.
39:15
This, you know what I mean?
39:16
Like this is so much bigger than than like then who it has the power in a relationship with
39:22
a real estate agent.
39:23
And I think being able to go into those relationships from a position of strength and not only in being
39:31
able to demonstrate that like I have referrals to give out, but like I understand what the
39:35
next phase of this business looks like and I can help take you there.
39:40
Like there's nothing more valuable than that in my opinion, you know, going to the next
39:44
five to 10 years of the mortgage.
39:45
Love that.
39:46
Love that.
39:47
That's a great way to say that.
39:48
This isn't about us versus them.
39:49
It's about local versus big data.
39:52
You know, look, that's, that's awesome, man, because that is who we're fighting against,
39:55
right?
39:56
These big well-funded companies that are capturing market share and getting to the consumer
40:00
sooner, but we can still David and Goliath, right?
40:03
David can still win.
40:05
Yeah.
40:06
Yeah.
40:07
No, I mean like like rocket mortgages and this business to cut out loan officers there
40:10
in this business to cut out loan officer and real estate agents.
40:13
Same thing with Zillow Zillow's not in this business to cut out real estate agents there
40:17
in this business to cut out real estate agents and loan lenders.
40:20
So 110% like that, that's the truth, like it's not as far as the agents.
40:24
It's all of us against that big, those big data companies.
40:27
All right.
40:28
So let's talk about what's next because hopefully some people are interested in a place
40:32
where they might want to learn more.
40:34
We've done something special for them, but why don't you tell the listeners if they want
40:37
to learn more about what you guys do, what do they need to do?
40:40
Yeah.
40:41
So everything, like in order to sign up for us, you have to book a live demonstration.
40:46
That's kind of like our intake call.
40:48
We're going to make sure you're a good fit for us and vice versa.
40:51
We do have limited availability in market, so please don't shoot the message here.
40:55
Like whoever your sales rep is when they say, hey, I'm sorry, your market sold out.
40:59
Do you want to join the wait list?
41:00
I would say there's 40, 50% of our markets that are full right now.
41:05
But you're going to go through that live demo.
41:07
One of our sales rep is going to walk you through exactly what we do, why we do it, show
41:11
you the landing page, show you the examples that we can compare it to, et cetera, and show
41:16
you anything else that you look into now, basically.
41:19
And then if there's a spot for you, we'll offer it to you and we'll go from there.
41:25
But if you mention in the intake and the demo intake form, where you're requesting that
41:30
demo, if you mention that you come from mortgage marketing radio or at any point before paying
41:35
an invoice or even after, I don't give a shit, if you say you heard about us from mortgage
41:40
marketing radio, we'll give you 500 bucks off.
41:43
All right, and I wrote down the website that they should go to, which is empowerfunnels.com,
41:48
correct?
41:49
Correct.
41:50
Empowerfunnels.com, yes, sir.
41:51
Spell that.
41:52
Want to make sure we're not screwing that out.
41:53
Is there an E in front of that?
41:54
Yep.
41:55
E.
41:56
M is in Michael power funnels, like the things you used to put oil in your car.
42:03
Right.
42:04
And so what they do is they go to EmpowerFunnels.com.
42:07
They request a live demo and then on that intake form, it's going to say referral source
42:11
or how did you hear about us?
42:13
And I see it says right there, mortgage marketing institute podcast.
42:17
There it is.
42:18
Just for you, Jeff.
42:19
Hey, man.
42:20
I appreciate that.
42:21
And by the way, listeners, just show, you know, I don't get anything for this, meaning,
42:23
you know, Michael and I didn't work out so Jeff, I'll give you X amount of money for
42:26
every sign up.
42:27
That's not how it is.
42:28
All right.
42:29
It's just by now, you know, if I bring something to you, it's because I believe in it.
42:32
And so there we go, full disclosure, empowerfunnels.com, I'll put that link in the show notes, 500 bucks
42:37
off if you choose to do business with Michael and gang.
42:41
All right, buddy.
42:42
Look at that.
42:43
We finished with like two minutes to spare.
42:44
I love it.
42:45
That's pretty good.
42:46
That's pretty good.
42:47
Fantastic.
42:48
No, seriously.
42:49
Appreciate you very much.
42:50
Appreciate all the work you do for us in the industry.
42:52
listeners, you know what to do.
42:53
If you want to take the next step, do it.
42:55
And hey, by the way, if you haven't left us a review in a while, you could do that too
42:59
while you're doing it.
43:00
Sitting there on your phone.
43:01
You got that podcast app.
43:02
You're going, oh, deeper review.
43:03
There it goes.
43:05
Anyway, Michael, so great to connect with you again, man.
43:08
Yeah, you as well.
43:09
Thanks for having me on.
43:10
As always, it's always a pleasure talking to you on this.
43:12
You bet.
43:13
And so everyone, thanks for tuning in.
43:14
We'll see you on the next one.
43:15
And bye for now.
43:35
Hey, guys, what's up?
43:35
Real quick, you've heard about the mortgage marketing pro membership before.
43:38
And I just want to quickly remind you of that.
43:40
You're in a place in your business where you simply need more purchase loans.
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You need to fill your pipeline with purchase business.
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Let's just face it, agents are still a solid pillar of business and sources of purchase
43:51
business for you.
43:53
Well, good news.
43:54
Our mortgage marketing pro membership helps loan officers like you close more loans
43:58
without the hassle of chasing agents or cold calling.
44:01
None for you agent classes, expert training videos, a marketing automation platform that
44:06
automates the entire process for you, everything you need to build your personal brand in your
44:11
local market, attracting convert agents into referral partners.
44:15
Plus done for you proven marketing materials and plug and play content to make promoting
44:20
your class, getting agents, butts and seats, partnering with affiliates real easy.
44:25
But that's not all.
44:26
You'll also get access to our weekly mastermind calls with top L.O.'s authors, speakers and
44:32
coaches to learn the best strategies to grow your business right now in today's market.
44:38
And as an extra bonus for limited time for all new members, you'll get access to a database
44:43
of 200 agents in your local market that have closed anywhere to from eight to 50 transactions
44:49
in the last 12 months.
44:52
And we'll provide that list uploaded into our platform for you.
44:55
So you can get off to a fast start in reaching actually productive agents.
44:59
So what are you waiting for?
45:00
You can check out more at mortgagemarketing.pro, see more of the success stories there.
45:05
And if you feel compelled to do so, book a call, we'll have a chat, we'll see if it's
45:08
a fit.
45:09
Don't miss out on this opportunity to take your mortgage business to the next level right
45:13
now.
45:14
Head over to mortgagemarketing.pro.