Loan Officer Marketing

Right about now we could all use a bit of good news and here it is…

It’s easier to get people that are referring you a couple of deals to send you more deals, than it is to get people who are sending you no deals to send you deals.  

In the past, I would spend a ton of time, money, and resources to get somebody referring to me for the first time, all while essentially ignoring those that were sending me 2 or 3 referrals a year or had done so in the past, and then stopped.

I get it, it was a “duhhh” moment for me too!

So, what can you do to get this to work for you right now and right quick? 

A couple of quick steps…

1.  Get a list of all referral partners that are currently referring to you (even if it’s just a couple).

2. Look to see how many referrals they have sent you the last 12 months, and then see how many purchase deals they have closed in the last 12 months.

Basically you are just looking at what % “at bats” you are getting from them… every time they close 10 new buyers, what % of the time are they giving you a shot of talking with that buyer when they are a prospect.  (79% of those prospects will close with the 1^st loan officer they talk to).

You can look up the agents’ buyer side production via MLS which any title company, appraiser, or your favorite real estate agent can help you with (or there are subscription services these days where we can pay to have access to look up any agent’s buyer side production reports).

If you are already closing 50% or more of their current buyer side deals, that’s evidence that what you are doing is working and there’s likely no tweaks that need to be done.  Most of the time this is not the case.

Most of the time we discover that the LO is getting less than 50% “at bats”, and 94% of the time it’s simply because they aren’t asking for the business; asking for referrals.

So how do you ask for referrals from an agent that does refer to you, but you aren’t getting at bats for at least 50% of all their buyer clients?

Simply meet with, zoom with, or call them with a simple script….

“Hey Realtor Susan, I really appreciate your referrals and would like to work with you even more often.”

“What would I need to do that every time you get a buyer lead, you break out in a cold sweat thinking I have to get this lead over to <your name> because she / he will close me on time, give me great communication during the loan process, and follow up on my leads like green on a pickle so I (the agent) get even more closings from the leads that I (the agent) already has?” 

“What would I need to do to get even more of your buyer referrals so I can work with you even more?”

Then shut up and listen to what they say.  Almost always it’s simply an issue that they aren’t thinking about you because you aren’t talking with them frequently enough.  A very, very easy fix. 

You just have to have a plan, and then follow that plan.  Without a plan, you are a blind person trying to play pin the tail on the donkey.

That’s why we have the Daily Success Plan.  It’s a simple plan that we map out and discuss with all of the top producers in our Loan Officer Freedom Club.

I’ll be happy to give you a free sample of what that looks like here:
Free Sample Daily Success Plan

Not knowing what that looks like could be costing you… and costing you big… And right now is not the time to be operating in the dark. 

Now is the time to be pro-active.  We can’t do things like we did last year, it’s different now, so we have to do different things.

Talk soon.

Carl White

Has your loan volume dropped this year?  Come to find out, a lot of LOs have dropped….while a handful of others have actually increased.  Some of our Freedom Club members are literally having their best months ever.

I’m not pointing out that to be uncool or to make you feel weird or anything, it’s just very important to know… and I’ll risk our relationship here to tell you the truth…  You deserve the truth.

There are 4 reasons, and only 4 reasons that some LOs’ volumes are down.

1. They have no plan

2. Their plan sucks

3. Their implementation of their plan sucks

4. They are looking for something else to blame other than the first 3 reasons.

It’s just that simple.

Don’t get me wrong, I know just how you may feel because early in my career I would blame my production on rates, inventory, my looks, the way I talked, the car I drove, blah blah blah blah…

Then I found out that while I was struggling, other LOs were having record months (just like today).

After intensively studying the difference between those that were struggling vs those that were actually thriving, I came to a shocking discovery which particularly holds true to today’s LOs….

… it had nothing to do about rates (everybody is the same more or less), it had nothing to do with how old they were – many of the thriving LOs were / are in their 20’s and 60’s and 70’s and on…

…. It had nothing to do with male / female, their weight, the color of their skin, how well they spoke, whether they were pretty or handsome, or even if they looked like me…

… because there was, and still are LO’s that were and are thriving that fell into all of those categories.

It all boiled down to their plan and the execution of that plan.  Period.  No other factors stood out.

So here’s where we stand now… the next 4 months there’s going to be a great “weeding out”. 

Many LOs will be gone, and just like back in the 2008 & 2009 mortgage “correction”, those that are still standing will make even more money than before because those without a real plan and those that don’t execute on a real plan will no longer be in “the game” like you and I will. 

Together, we will be in a plentiful ocean with very, very few fishermen (fisher people).  Our “nets of awesomeness” will be overflowing, just like the last time this happened…

…well, as long as we

1.  Have a proven purchase business plan

2.  Implement that plan

3.  Stop blaming anything else for our current pipeline

Want some help with mapping out a REAL plan of getting more purchase business to help put MORE closings in your pipeline all while decreasing the stress you may be feeling now?
(the same plan I use today in my branch)

I’ll give you a 1 hour demo call of how we map out an epic purchase business plan that’s working in today’s market, and we’ll also show you ways to help ensure that you avoid the distractions and obstacles that may have held you back in the past.

Go Here Now for a short video to show you how.

Talk soon!