Don’t Chase Renters—Build a Well That Keeps Flowing

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. 
  1. 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.

Technology Talks

Welcome to Loan Officer Freedom, the #1 podcast in the country for loan officers, hosted by Carl White.

In this episode, your host, Carl White sits down with Chris Johnstone to dive into the latest advancements in AI technology, specifically focusing on the new ChatGPT Operator feature.

Chris explains how this powerful tool can automate tasks like grocery shopping and real estate searches, making it a game-changer for busy individuals.

They also discuss the recent emergence of Deep Seek, an AI that has taken the app store by storm, and its implications for the market.

Additionally, Carl shares valuable insights from his experiences, including the significance of owning your marketing platforms and not relying solely on social media channels.

Whether you’re a loan officer, real estate agent, or just curious about AI, this episode is packed with information you won’t want to miss!

Visit LoanOfficerCRM.ai today to discover how our powerful CRM can transform your operations.

Schedule a one-on-one free coaching call, click here or visit LoanOfficerStrategyCall.com.

From 1 to 5 – Sustainable Growth for Loan Officers

Welcome to Loan Officer Freedom, the #1 podcast in the country for loan officers, hosted by Carl White.

In this episode, your host, Carl White sits down with Chris Johnstone and discusses the importance of leveraging your time and resources to maximize your results.

Discover the two key areas that can significantly boost your production: marketing to your past database and building relationships with real estate agents.

Learn how to implement scalable processes that allow you to close more loans without burning out.

Whether you’re a seasoned loan officer or just starting out, this episode is packed with actionable insights to help you grow your business and capture market share in a competitive landscape.

Don’t forget to visit LOappointments.com to learn more about how you can leverage appointment-setting services to supercharge your loan production!

Schedule a one-on-one free coaching call, click here or visit LoanOfficerStrategyCall.com.

Loan Officer Loyalty?

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?

Closing 10 per Month, Here’s How

Welcome to Loan Officer Freedom, the #1 podcast in the country for loan officers, hosted by Carl White.

In this episode, your host, Carl White sits down with the inspiring Sarah Cox, a top-performing loan officer who shares her journey in the mortgage industry.

Sarah discussed her experiences as a successful loan officer, highlighting the increasing representation of women in the industry and their empathetic approach to homeownership.

She emphasized the importance of building relationships with clients and real estate agents, noting that a significant portion of her business comes from referrals.

She also described how her team structure enables her to close a high volume of loans while maintaining a healthy work-life balance.

Additionally, she mentioned the value of networking and creating “raving fans” among her clients and partners, which has contributed to her success in the competitive mortgage market.

Whether you’re a seasoned loan officer or just starting in the industry, Sarah’s insights and strategies will inspire you to elevate your business and foster meaningful connections.

Schedule a one-on-one free coaching call, click here or visit LoanOfficerStrategyCall.com.