We know that referred leads close at a rate of around 25%, while social media leads close at just 1%. That’s 1 in 4 versus 1 in 100—no contest. Referred leads win every time. 

So why don’t all LOs focus on the higher-converting, easier-to-close “referred leads”? 

Because most haven’t learned the “never milk a squirrel” lesson. 
(There’s a mental image that’s hard to forget, right?) 

If you need milk for breakfast, you’re not chasing squirrels. You go for the cow with plenty to give. The same goes for referrals—you want to target real estate agents with enough buyer-side deals to make a difference. 

Let’s break it down: 

The average real estate agent closes just 4 buyer-side transactions per year. Of those, 1 buyer is paying cash, and 1 is using their bank’s loan officer or a family connection. That leaves only 2 potential buyers per year for you to work with. 

Since referred leads close at around 25%, it would take 2 full years with that agent to close 1 loan. 

Bottom line: You can’t afford to spend time prospecting agents who aren’t producing enough deals. 

Instead, focus on agents closing 12 to 24 per year—that’s always been my personal sweet spot. 

Agents at this level will help you close deals consistently, ideally 1 every month. But here’s the key: Only 4% to 5% of agents fall into this category—about 1 in 20. 

The reason most LOs give up on prospecting isn’t because they’re doing something wrong—it’s because they aren’t qualifying agents before meeting them… or they are trying to milk squirrels… 

Showing up at random open houses or cold-calling agents without qualifying them is like walking up to a palm tree and expecting apples. Or, worse yet, trying to milk a squirrel. 

Sure, it might work, but not enough to matter. 

Let’s focus on closing more loans, not chasing squirrels. 

 When you’re ready to stop wasting time on low-producing agents, let’s talk on how you can get a list of over 1,000 qualified agents in your area with just a click, along with other epic ways to build these solid relationships.

I had just come off stage at one of the state mortgage association conferences when a loan officer asked me a great question: 

“Carl, should I market to renters of apartment complexes?” 

Here’s what I shared with her… 

The biggest challenge when targeting renters is this: You have no idea when they’re ready to buy. 

It’s a 2-step uphill battle: 

1. Convince them that buying a home is the right move. 

2. Convince them that you’re the lender to help them do it. 

I’m not a fan of that approach. 

Here’s why: 

I’d rather spend my time finding people who are already looking for me—prospects who’ve already made the decision to buy. 

Look for people who are looking for you. 

And the best way to find those buyers? Through referral sources who are already talking to them: real estate agents, financial planners, property managers, insurance agents, and more. 

Otherwise, while I’m busy convincing a renter that buying is the right move, I’m missing out on the prospects who’ve already made that decision and are just waiting to be connected to me. 

Now, I’m not saying renters should be ignored entirely. The idea of befriending property managers who can alert you when someone is ready to buy—that’s a great strategy. 

But doing general marketing to renters without knowing their intentions is like digging dry wells: labor-intensive and unpredictable. 

I prefer to dig wells that produce an ongoing stream of business. 

Real estate agents, financial planners, and others already have access to motivated buyers and can keep sending deals your way consistently. 

Why chase when you can attract? 

Ready to dig wells that actually flow with business?
Set up a quick chat here, and I’ll show you how.

As loan officers, we build our businesses on the foundation of strong relationships.  
 
These connections—with team members, partners, vendors, and clients—are vital to our success.  
 
But what happens when we hold on to a relationship past its natural course? What once served as a pillar of growth can start to weigh us down. 

Think of it like keeping milk in the fridge for too long. When it’s fresh, it’s nourishing and valuable. But try to stretch its life beyond what’s natural, and it turns rancid and lumpy.  
 
Relationships are no different. 

Here’s what I’ve noticed in my own journey: 

1. Stalled Progress: I’ve worked with team members and vendors who were incredible assets during a particular phase of my business.  
 
But as my goals evolved, their contributions no longer aligned with what was needed. Holding on out of loyalty only stalled progress for both of us. 

2. Emotional Decision-Making: Let’s be honest, letting go is hard. We’re often driven by a sense of obligation, guilt, or even nostalgia.  
 
But leadership requires us to put emotions aside and make decisions that align with our vision and goals. 

3. The Cost of Bottlenecks: When relationships become bottlenecks, they don’t just slow you down—they can also frustrate your team, delay projects, and create unnecessary stress.  
 
Recognizing this early is key to avoiding long-term setbacks. 

Letting go of a relationship, whether it’s with a team member, partner, or process, doesn’t have to be harsh. In fact, some of the most impactful transitions I’ve made have been handled with kindness and respect.  
 
Here’s what’s worked for me: 

A. Put on the Right Hat: I once heard a great analogy: “We need to have a conversation, and I’m taking off the brother-in-law hat and putting on the CEO hat.”  
 
Approach the situation with the appropriate mindset. Be clear about your role in the conversation. 

B. Be Honest and Transparent: Explain how the relationship has evolved and why changes are necessary. When handled respectfully, these conversations often lead to mutual understanding. 

C. Offer Support for the Transition: If someone has been loyal to you, honor their contributions.  
 
Help them explore new opportunities, provide recommendations, or ensure they feel appreciated as they move on. 

D. Stay Focused on Your Vision: Remember, these decisions are about growth.  
 
By staying aligned with your vision, you create room for fresh energy and opportunities that will propel your business forward. 

Reflect on Your Own Journey 

Take a moment to reflect on your current relationships. Are there any that might be holding you back from reaching your full potential?  
 
It could be a team member who hasn’t grown with your business, a vendor whose services no longer fit your needs, or even a process that’s outdated. 

Ask yourself: Am I holding on out of loyalty, or is this relationship still valuable to my goals? 

The truth is, growth often requires change. By recognizing when it’s time to let go, you’re not just serving yourself—you’re also creating opportunities for others to thrive in new environments. 
 
Leadership isn’t always easy, but it’s about making the right decisions, even when they’re tough. Letting go with kindness and respect isn’t just good leadership—it’s the key to unlocking your next level of success. 

If this resonates with you, I encourage you to take action today. Look at your relationships, processes, and systems with fresh eyes. Where can you create space for growth?

What would your business look like if you had a group cheering you on, holding you accountable, and keeping you on track every step of the way? 

For most loan officers, the hardest part of growing their business isn’t skill or knowledge—it’s staying consistent. Call reluctance, procrastination, and isolation can hold you back. 

But here’s the truth: You don’t have to do this alone. Accountability and community can be the game-changer that helps you take consistent action and achieve more than ever before. 
 
Why Accountability Works 

There’s something powerful about knowing someone’s counting on you to follow through. 

Here’s what happens when you’re part of an accountability group: 

1. You Show Up: Knowing the group is watching motivates you to take action, even when you don’t feel like it. 
2. You Stay Consistent: The group’s energy keeps you moving forward, even on tough days. 
3.  You Feel Supported: Seeing others work toward similar goals reminds you that you’re not alone—and their wins inspire yours. 

When you’re surrounded by the right people, action becomes second nature. 
 
The Magic of Call Stars 

That’s why we created Call Stars—an accountability program that brings loan officers together to make prospecting calls in real time. 

Here’s how it works: 

• You join a live Zoom call with other loan officers. 
• Everyone is making calls together, building energy and momentum.
• Facilitators keep the group focused and motivated. 

The result? More calls, better results, and a stronger sense of confidence. 

Here’s what David, one of our members, experienced: 

David struggled with call reluctance for years. When he joined Call Stars, everything changed. On his first session, he made three calls—and landed a coffee meeting with a realtor. 

By his third session, he was making 10 calls a day and had secured two new realtor partnerships. 

David didn’t just overcome call reluctance—he gained the confidence to keep going. 
 
How to Get Started 

Here’s how you can use accountability to grow your business: 

1. Join a Group: Find a community like Call Stars that will keep you accountable and motivated.
2. Set Clear Goals: Write down what you want to achieve and share it with your group. 
3. Show Up Consistently: Make participation a regular part of your routine—your results will follow. 

Let’s Build Momentum Together 

If you’re ready to take action and experience the power of community, join us for Call Stars. 

This program has helped countless loan officers overcome fear, stay consistent, and grow their businesses—and it can do the same for you. 

Click here to learn more and join Call Stars today. 
 
You don’t have to do this alone. Accountability changes everything—and this could be your breakthrough year. 

Ready to take the first step?  
 
Join Call Stars today and start building momentum.

Have you ever caught yourself thinking: 

• “I’m not experienced enough to compete with top loan officers.” 
• “I don’t have the connections I need to succeed.” 
• “Why would a top realtor choose me?” 

If so, let me tell you something: Those are just stories you’re telling yourself. They’re not the truth. 

The truth is, you deserve success. Not someday, not when you feel more ready—right now. 

Why You Deserve Success 

Success isn’t reserved for a chosen few. It’s not something someone else has to give you. It’s something you claim. 

Think about the work you do every day. You’re not just closing loans—you’re guiding families through one of the biggest decisions of their lives. 

You’re a trusted advisor, a problem-solver, and a key part of their journey to homeownership. 

That work makes you worthy of success. 

So, let’s leave those doubts behind. It’s time to claim what’s already yours. 

The Confidence Loop 

Here’s a little secret: Confidence isn’t something you wait for—it’s something you build. 

Here’s how it works: 

1. Take Action: Even a small step, like making one call, gets the process started. 
2. See Results: Maybe it’s a good conversation or even a lesson learned. 
3. Build Confidence: Each win—big or small—reinforces that you’re capable. 

Action creates confidence. The more steps you take, the more unstoppable you become. 

A Quick Success Story 

Kendra, one of our members, used to feel stuck. She thought she wasn’t as good or experienced as other loan officers. 

One day, she wrote down three things she was proud of in her business: 

1. Her deep relationships with clients. 
2. Her creative solutions for tricky deals. 
3. Her track record of closing loans on time. 

That simple exercise reminded her of her value. With renewed confidence, Kendra reached out to a top realtor she’d been too intimidated to approach. The result? 

They became partners, and now she’s closing 2 deals a month from that one relationship. 

Kendra didn’t just grow her business—she grew her confidence. 

It’s Your Turn 

Here’s how to start claiming your success: 

1. Identify Your Strengths: Write down three things that make you great at what you do. 
2. Reframe Your Doubts: Replace thoughts like, “I’m not good enough” with, “I’m exactly what this client or agent needs.” 
3. Take Action Today: Confidence comes from action. Start with one step, even if it’s small. 

Let’s Build Your Confidence Together 

When you’re ready to claim the success you deserve, we’re here to help. At MortgageMarketingAnimals.com, we’ve created tools and strategies to help loan officers like you take bold steps and grow their business. 

Click here to schedule your walkthrough and let’s get started. 

You already have what it takes. Believe it, act on it, and make 2025 your year of success. 

Don’t wait to claim what’s already yours.  
Schedule your walkthrough today.