Mortgage Marketing Animals

“I thought she would be around longer”, my father-in-law told me the other day.

You see, his wife of 70 years, my 93 year old mother-in-law died a few months back and he was telling me they had some things they wanted to do yet and he had some regrets that he didn’t get to do them with her while she was alive.

“Why didn’t you get to those things?”, I asked.

“Well”, he said, “I thought she would be around longer, I thought we still had time…” he drifted off in memories.

I didn’t say anything as I sat there just listening, but I thought, my goodness, she lived to be 93, he’s currently 95.  That’s a pretty good turn.

And it got me thinking…

… If there’s something we want to do, to experience, to be a part of, let’s get to it!

I reckon this goes for our business too.

If there’s something you want to accomplish, taking that dream vacation, maybe getting a vacation home, or even paying off your own mortgage, perhaps becoming totally debt free… imagine how that feels, and maybe you already are.

It’s majorly AWESOME!  It’s true FREEDOM!

Well, it’s time to get to it… and like RIGHT NOW.

We’ve really seen things picking up for many of the LOs in our group. 

We’ve even seen the refi’s kicking up.  Tammy Saul just texted me that out of her 85 closings last month, 36 were refi’s!

Whhhhaatttt???

That’s a whopping 42% refi / purchase ratio.

Sounds like marketing to our databases (when done right) is still outperforming pretty much everything else..See, it’s good news for those of us (you) that are still in the game.  I’m predicting 2024 to be a stellar year with all the pent-up demand…

… but only if we actually take action and realize that the clock is ticking. You are worthy of great success, and you are worthy of it right now!

I’m in your corner.

When you are ready to receive leads from your past database, and ready to see exactly how we do it and what we send out, just go here and I’ll totally hook you up (for free).

Facebook ads, are they effective and do we get a positive rate of return, or are we just padding ol’ Mark Zuck’s pockets?

After spending millions of dollars of my own personal money on these things, I’ve learned a thing or 2 of what to do and what to avoid like the plague…. Read on…

First, what to avoid… 
Consumer direct Facebook ads are a colossal absolute no-go for a couple of reasons.

#1: The leads from them convert at between 0-2%.  Usually around 1%.  The problem with that is, it’s not scalable.  We have to wade through 100 leads/conversations to get to 1 “yes”. 

So if you want to close even just 3 loans a month, be prepared to have 300 conversations.  Those are real numbers.  I don’t care to get beat up 300 times in 1 month…
Not a good use of time.

Keep in mind that our referred leads convert at around 25%.  So even just a modest 5 closings only takes about 20 referred leads.  Much more of a “sure thing” and certainly far less work.

Now what actually works…

However, Facebook ads to another 2 groups of people can have far better results.

#1: Your past database
#2: Real estate agents that are closing at least 8 buyer sides in the last 12 months.

Facebook lets you get a list, for example, your past database, and upload it in their system, then run ads to just those people.  Nobody else sees it, just people who know, like, and trust you.  No wasting money on strangers.

So when you are running ads to your past database, those same people that you closed with, the same people that you are calling every quarter, and now they are seeing how you can help them with a debt consolidation loan, can you see how that is so much more effective?

Same thing with the agents who are actually closing deals right now, when you give them a compelling reason to do business together, and when you are making your money making calls to them, it’s no longer a “cold call” because using Facebook ads, you can position yourself as a local celebrity.

And it costs very very little to run these ads to our past database and to qualified agents.

Combine those ads with the “Loan getting” calls, well, that’s how champions are made.

Very simple steps here. 

Just an FYI, with a click of a couple of buttons, you can have access to complete training on
1. How to run those FB ads profitably
2. What is the best way and best script to make these warm and fuzzy calls.

Just Go Here and we can walk you through the process on getting access.

Simple stuff.

That’s how FB ads are done successfully by the pros.

And now you know.

This will explain why so many LOs are having to tap out, while at the same time, some of my clients are having their best year ever… read on.

So likely you’ve heard of “Green time” vs “Red time”… but have you heard of GOLD TIME?

See, “green time” is when we are prospecting to agents and/or our past database to get more referrals.  The more green time, the more green goes in your pocket.

“Red time” is when we are chasing paystubs, calculating income, you know the reactionary stuff.  Don’t get me wrong, it’s important, but it holds you back from prospecting for yet another referral and another closing.

I was talking to Mark Pfeiffer (one of my private clients and a super cool guy who is very successful) the other day and he reminded me of something.

We need to spend at least an hour a day doing “Gold Time”.  Gold time is when we are prospecting to somebody that is not referred to us yet.

You see, if we spend all of our time doing green time, which is prospecting more referrals from those that are already referring to us… that’s actually a problem.

Here’s what happens…

Over time, those people retire, move, quit, have a nephew that becomes a loan officer, life happens, whatever.

And over time, that list will dwindle down.

So even when things are going great, like Nate Carver (a member in the Loan Officer Freedom Club, a mastermind of top producers), who closed 7 loans in October, 9 in November, and 10 in December…
… he isn’t just calling those who are currently referring to him.  No ma’am, no sir…

He’s spending a couple of hours a week calling on those that aren’t referring to him yet!

That’s where the growth is coming from.

Very important point.

So thanks Mark for reminding us of this.

Add some “Gold Time” to your “Green Time”.

Want to go over who to call and what to say to them to get them to start referring to you?  I’ll Hook You Up Here  <no charge>

Congrats to Freedom Club member Dave Wicki for 10 closings and an additional 12 pre-approved and looking from marketing to his past database.

We all know that marketing to our database works, like EVERY TIME, you know, as in closing more loans.

Just taking the time to do it is the key.

I found a way to outsource part of it for almost nothing and yet get great results.

So there are 3 things we do with our past database.  We call them every quarter, we snail mail them once per month, and email once per week.

The snail mail is a HUGE part of it.  We expect 1 closed loan PER MONTH for every 100 people in our database.  So if you have 300 people in your past database, I would expect 3 loans per month from it… EVERY MONTH.

As far as what to mail, after doing massive studies on this with my own database, I found that much to my surprise, it really doesn’t matter what I email them, I got great results on all of them.

Whether it’s a thoughtful “letter from the heart” or a recipe postcard, one works as great as the other.  I have found that mailing them “mortgage information” gives the worst results.  So anything other than that is good.

I found the best way to make sure it happens each and every month is the key.  So I farm it out to make sure it gets done.

Here’s a secret trick that works great and costs about a buck or so a month for each person.

Step 1:  Learn what one of their hobbies or interests is.  I do this during the loan process or on the quarterly phone calls.

Step 2:  Go to www.DiscountMags.com  Pick out a magazine that is in line with their interests.  For example, Better Homes & Garden is around $17 for the year.  So for around $1.45 per month, I’m giving them a cool gift that is automatically delivered.

Step 3: When you put in the address for it to be shipped to each month, PUT YOUR NAME in the 1st line of the address, just underneath their name, so that they are reminded that you are the one giving the gift each month.

For example
John Doe Buyer
Carl White Loan Officer

123 Their Address St
Anytown, FL 34683

That’s what you put in the blanks when you order the magazine at DiscountMags.com.

I then just renew it every year.

One thing to keep in mind, most of the referrals we get from our past database aren’t for them, it’s for their friends, family members, or co-workers.

So there you go, a simple little trick to keep those referrals coming in!

Oh, and remember, without the actual calls, none of this works.  Don’t fall into the trap of thinking that we’ll have success without the calls.  I’m convinced that’s why so many are struggling right now.  They forgot about the calls.  Don’t fall for that trap!
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