Art of Mortgage Marketing – Détails, épisodes et analyse

In today’s ultra-competitive market with low inventory and relatively high rates, leads are harder to come by, and yet, many are unwittingly wasting the few they do get by making costly mistakes.

The key to thriving unthriving times isn’t necessarily just about getting more leads, but in converting more of the ones you already have into high-quality, high-paying clients who send referrals, give rave reviews and then come back to do repeat business,

Focusing solely on generating more leads might mean you're missing the bigger picture. The real issue often isn’t the quantity of leads but the quality of your lead source and the quality of your follow-up.

Many MLOs are letting potential deals slip through their fingers by not fully capitalizing on the opportunities they already have.

Are you truly squeezing all the juice out of the opportunities you’ve been given, or are you letting potential deals slip through your fingers? How would your life change if you could close more deals with less stress?

In this episode, I talk to Lead Conversion Expert, Penny Wrightly, where we reveal the 3 secrets for closing more deals from fewer leads. Stop doing it the hard way and start doing it the SMART WAY.

"Whether your leads come from your client database or referral partnerships you’re building, those will be your highest-quality leads and the easiest to convert." -Penny Wrightly

You’ll also learn: 

• How to assess and improve the quality of your leads to skyrocket your conversions.
• The most effective follow-up strategies that turn lukewarm leads into hot, motivated prospects.
• Why asking for referrals is a non-negotiable step in your sales process.
• The crucial role systems play in your follow-up game and how to implement them the right way.
• A simple, yet effective strategy for attracting more high-quality leads from your existing clients.
• Tips for nurturing relationships with referral partners to keep your lead pipeline full - regardless of market conditions.

Guest Bio

Penny Wrightly is a mortgage industry veteran with over 24 years of experience, now serving as the Chief Conversion Coach at Planet Prosper. From starting as an administrator to becoming a principal broker, Penny has scaled the heights of the mortgage world, leading teams to exponential growth. She’s passionate about helping mortgage pros turn hard-earned leads into consistent closings, and her deep expertise in lead conversion is second to none.

About Your Host

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Most people think making decisions that lead to revenue growth is all about speed or just following your gut, but there's a lot more to it. Top producers in the mortgage industry excel because they have mastered the art of strategic decision-making.

What really sets top producers apart isn’t just that they know how to close a loan or sell their services – both of those skills are vital – but rather, their ability to lead themselves and others with powerful decisions that produce extraordinary results.

In this episode, I explain the top five decision-making habits of successful mortgage pros that can improve your leadership and explode your pipeline.

"Top producers have a strong propensity and proclivity to step outside their comfort zone, swing for the fences, and take strategic risks for higher rewards because there is no reward without risk." - Doren Aldana

Things you’ll learn: 

-How to make decisions quickly and wisely, while avoiding the pitfalls of being rash or procrastinating.

-Ways to balance big dreams with realistic, incremental milestones, ensuring strategic growth while mitigating unnecessary risk.

-When to seek advice and move forward confidently once a decision is made.

-Why you need to use your head and heart, trusting your gut while relying on logical analysis and critical thinking.

-How to act quickly on opportunities but be patient with results, prioritizing high-impact decisions.

Ever wished there was a way to ramp up your revenue without relying on Realtors? You’re definitely not the only one. After almost 2 decades of working with mortgage pros, and I’ve heard the same grumbling over and over again.

Perhaps you’re tired of the drama and trauma of working with mediocre, flakey, disloyal Realtors. It’s hard to muster up the will to work with energy vampires let alone face rejection after rejection with nothing to show for all your efforts.

Many LOs think Realtors are the necessary evil in their business, but it doesn’t have to be that way.

Working with Realtors can actually be richly rewarding and even fun, and I’m about to share how you can make that your reality.

Could the "yuck" you feel when it comes to working with Realtors be self-inflicted and how do you turn that around? How do you get more juice from the squeeze so it's more motivating and fulfilling? In this episode, I share why most LOs don’t like working with Realtors and how to fix it.

You’ll also learn; 

• How to remove the "gunk" that’s keeping you from connecting with the right Realtors

• The knee-jerk "buyer defense" mechanism that's causing most Realtors to resist your overtures and how to elicit trust, build rapport and establish a solid connection instead

• How to eliminate "wobble words" from your vocabulary and transmit a clear frequency of certainty and confidence that attracts the right Realtors and repels the wrong ones

• The secret to getting more results, revenue and referrals with less time and effort

• How to go from pandering to picking and choosing who you want to work with

No one gets into this industry with the intention of trading all their time for money, but by insisting on doing everything themselves, many mortgage pros have sacrificed their dreams of freedom in favor of doing it the hard way. 

To build the kind of businesses that set us free, we have to stop relying on human efforts to get everything done. It’s the 21st century, so why are so many of us still shying away from automation?

Does the prospect of learning new systems scare us too much to dive into the deep end? How can we move past that fear and start implementing the kinds of systems that blast our businesses to astronomical heights?

In this episode, I’m sharing which parts of our businesses we need to automate for maximum results.

To build a business that sets you free, you need systems that undergird your operations so you’re not trading time for money. -Doren Aldana

Takeaways 

• Why automating our lead capture is the only way to move forward:  How can we expect to capture all our leads’ data and track the thread of communication when we’re still settling for caveman tracking from the dark ages, like Excel spreadsheets? 

• Why tracking leads by source is vital for a thriving business:  Why spend an inordinate amount of time on a lead source that brings in the smallest percentage of our business? 

• How to automate Realtor attraction:  Capturing the attention of top dog Realtors is mission-critical for a booming business, but too many of us are still doing it the hard way. Instead of cold-calling agents, why not use 21st-century technology to automate the process? 

Pre-COVID, meeting top producers in person was a great way to build profitable relationships, but that’s no longer an option. If we plan to dominate the industry in the face of the pandemic, we have to roll with the times and find a new way forward.

A lot of so-called ‘experts’ would have us believe the next best option is cold-calling, but that’s doing it the hard way. COVID-19 or not, we’ve still got to find the fastest path to the cash -- and that means ditching old school strategies for good.

How should we be marketing ourselves to top dog agents in a time when networking as we knew it no longer exists? Are there any foolproof solutions in unprecedented times, or is it time to try reinventing the wheel?

In this episode, I’m sharing how both newbie LOs and seasoned pros can build solid connections with top producers, without meeting anyone face to face.

The shortest path to the cash in this business, newbie or veteran, is and always will be attracting top-producing Realtors who make you their exclusive and act as your brand ambassador. -Doren Aldana

Takeaways 

• The WORST way to prospect during this time:  Cold-calling and reaching out to Realtors to be ‘helpful’ sure is better than doing nothing at all, but is it the smartest, most fruitful way to capture the attention of top producers?
• How to attract top producers without smiling and dialing:  Realtors aren’t answering phones anymore, and if they are, chances are they’re spending the full duration of the call trying to get rid of us. How can we attract the attention of the top dogs using 21st century technology?
• How to shatter the perception that LOs are loan leeches:  How can we change the way top producing agents see us, so we can go from mortgage hawker to marketing partner in their eyes?

We all have the same number of hours in a day, but what separates superstars from the Average Joe LO is how that time is spent. If we want our businesses to be a vehicle for freedom, we need to shift our focus from activity to productivity. 

To get better results, we don’t need to put in more hours, we just need to get more from the hours we’re already putting in. How can we squeeze as much profit-producing nectar out of our days as possible, without over-exerting ourselves?

Is it possible to kick battery-draining tasks to the curb for good, so we can spend more time on the things that ignite and excite us? 

In this episode, I’m sharing 5 tips on how to get more fun, flow, freedom, and fortune from the time we put in. 

Liberate yourself from the minutiae of operations so you can focus on making it rain and dancing in your strengths. -Doren Aldana  

Takeaways 

• How to feel our freedom in advance:  Self-doubt will take us out, so what can we do to cultivate a sense of certainty that liberation and victory are already en route to us? 
• Why we need to fill our own cups first:  We’ll never have the energy and vitality we need to power up the mountain of success if we aren’t prioritizing our wellbeing, but how can we find the time to put ourselves first? 
• How to maximize our mornings:  What would our days look like if we dedicated mornings to pouring into ourselves, instead of getting sucked into the vortex of reactionary mode? 

It’s tough staying motivated when it feels like we’re spinning our wheels in the same spot, but most of the time, average results come down to one thing: poor marketing.

When our marketing isn’t positioning us as the only logical choice, we’re paving the way for mediocre results. It doesn't matter how great your products are or how great your service is, if you don't know how to market yourself effectively, you're going to have skinny kids.

The irony is, bad marketing usually goes hand in hand with conventional thinking. Conventional ruts, lead to conventional results. How can we stop following the herd, and rise above the crowd?

In this episode, I’m sharing how to identify if our marketing is on the wrong track and how to get back on the path to marketing excellence... the path of prosperity.

If you feel like you were born to soar but you’re scratching in the chicken yard, it’s probably because your marketing is losing steam. -Doren Aldana

Takeaways 

Why cold-calling in the 21st century is only holding us back:

Cold-calling is the quickest way to work harder, rather than smarter. What other, more effective options are available to us? 

How a “feast or famine” mindset lets us know we’re doing something wrong:

Are we holding ourselves back from our wants because we’re worried about an unpredictable, fluctuating income? How do we fix that, once and for all?

What our average loan size says about us:

If our average loan is $100k below optimal, we could be approaching the wrong Realtors. How can we align with top dog agents who work with a more affluent client base? 

Growing our purchase pipeline without making a ton of cold calls may sound too good to be true, but that’s only because we’ve become used to doing it the hard way.

Most LOs are so accustomed to begging Realtors for their business that the thought of doing it any other way seems downright audacious, but it doesn’t need to be. When we channel our efforts into working smarter, not harder, breakthrough becomes reality.

What can we do to flip the script on Realtors and get them to ask us for business? Is it truly possible to partner with top dog agents who bring us better deals without calling the same 40 Realtors every Monday?

In this episode, I’m sharing the 3 steps that guarantee purchase pipeline growth.

Work with people who have the highest capacity to send you the most business, the most often. -Doren Aldana

Takeaways 

• Why we need to stop wasting time working with mediocre agents:   A lot of the time, we end up working harder than we should because we’re partnered with bottom feeder agents who do the bare minimum. How can we stop aligning with low producers for good? 
• How to bait the right Realtors:  Superstar agents want to work with superstar mortgage pros. What can we bring to the table to show we’re the obvious choice for a lender partner? 
• The process we should be taking agents through:  Could our approach with Realtors be the one thing stopping us from building fruitful relationships with them? What should we be doing instead? 

Getting “good” results year after year may sound like a blessing, but every seasoned mortgage pro will agree that after a while, good just isn’t good enough. To feel fulfilled by our careers, we have to aspire to be great. 

The key differentiator between ordinary and extraordinary lies in growth, but far too many veteran LOs have tasted minor success and become complacent. 

Since it’s our comfort that keeps us settling for average, what can we do to bust out of our comfort zones for good? How can we stop reliving groundhog day and get back into enjoying our careers?

In this episode, Sales Manager at loanDepot, Erica Dose shares how Mortgage Marketing Coach helped her reach the next level of success.

If you don't grow, you'll go backwards, and if you go backwards you’ll end up in the ground. -Erica Dose

Takeaways 

• How to define our ‘why’ when we’re already relatively successful:  Once we’ve reached a certain level of success, money stops being our chief motivator. What’s really driving us to do more?
• How to get past the debilitating fear of failure:  The chief reason so many mortgage pros stay in one spot is because they’re afraid of not being able to get to the next level. How can we overcome this once and for all? 
• How to make decisions faster and more effectively:  Something all high achievers have in common is the ability to make decisions quickly. The question is, how can we be sure we’re making the right choice?

Guest Bio-

Erica Dose is a Sales Manager at loanDepot. An industry veteran with 18 years of experience in the business, Erica got her start in the business after her mother circled an ad in the paper shortly after her graduation, and she hasn’t looked back since. Erica holds a degree in marketing from the University of Wisconsin-Whitewater.

To find out more, head to:

https://www.linkedin.com/in/erica-dose-4a9a6416 

www.loandepot.com 

One of the biggest reasons loan officers struggle to delight in their work comes down to who they work with. Not all Realtors are created equal. Some energize us and our businesses, and others cause nothing but drama and trauma. If we're working with a lot of the wrong Realtors, we won’t be able to have more fun, flow, freedom, or funds. 

The problem is many mortgage pros believe they have to work with every single agent to have a healthy book of business, but the opposite is true. The most successful mortgage pros have designed their businesses around working with a special select few who value and respect them -- and send them a boatload of referrals. 

By going for quality over quantity, we get to maximize our performance and our results. 

Which Realtors are best to work with? How can we get more out of our businesses by working with fewer higher-quality partners? In this episode, I share the top 5 reasons less is more when it comes to who we work with. 

Be selective about the quality and caliber of partnerships so you’re getting maximum reward for the least amount of responsibility and stress. -Doren Aldana    

Takeaways 

Why we have to choose our Realtor partners wisely:

Every client and Realtor comes at a cost. Some give us the delightful experience of flow, ease, and synergy. Others bring nothing but drudgery, drama, friction, and frustration. 

The trouble with average Realtors and low-producing agents: 

The average Realtor is too much thankless drama, difficulty, and trauma. We’ll get treated like a commodity with the mediocre results to match. Become irreplaceable and indispensable as a mortgage pro by making one simple change. 

How working with the right people improves our quality of life:

Working with a select few Realtors doesn’t just maximize our earnings. It maximizes our fulfillment, and the mental and emotional reward we get from our work. Think about all the areas of your life that will be improved!