Art of Mortgage Marketing

In this highly digitally disrupted world, LOs need to bring something to the table that goes beyond mortgages. What is a wealth team and why is it important to focus on wealth building when we talk to clients? How do we build relationships with other professionals to the benefit of the customer? How do we win by becoming better teachers? On this episode, industry leader and Mortgage Coach founder, Dave Savage, shares one way we can differentiate ourselves in the business by offering a unique type of value.

The mortgage professional who decides to be the captain of a wealth team will win the biggest, most and fastest. -Dave Savage   

 

Takeaways 

• It’s important to make the process of finding and applying for a mortgage a multi-channel multi device experience to match how people use the internet to buy these days. 
  
  
• Having a wealth team allows us to connect with a wide range of professional service providers, which gives us more lead generation and conversion opportunities. 
  
  
• It’s important that we show homeowners that we’re more than loan officers, and that’s about focusing on more than the loan, but also on building wealth and giving financial advice at the point of sale.
  

At the start of the show, Dave shared how he got to where he is today and how to make the mortgage process match up with how people use their mobile devices, and the importance of helping people build wealth. Next, we talked about why LOs are better lead aggregators, and the power of building your own wealth team. 

We also discussed: 

• How to create more lead generation and conversion opportunities 
• The importance of bringing more information to the consumer 
• A winning strategy for getting referrals

 

Guest Bio 

Dave is a recognized mortgage industry leader, speaker, coach and the founder of Mortgage Coach. He has over twenty-seven years of experience as a mortgage executive, business leader, and mobile technology pioneer. As founder of SmartReply, Dave established a leading presence in mobile marketing. By launching Mortgage Coach, Dave has helped tens of thousands of loan officers and millions of homeowners make confident, informed mortgage decisions. Before Mortgage Coach, Dave was one of the nation’s top loan originators and President of a national mortgage company.

For more information, visit https://mortgagecoach.com/ , check out Mortgage Coach on YouTube https://www.youtube.com/channel/UCQp32ymD3hY8sDkdSk5uhpA and join the Mortgage Coach Productivity Mastermind on Facebook.

 

Many mortgage officers are frustrated from not getting results, and it’s because they are reliant on the wrong methods. What are some of the flaws of cold calling? Why do we waste time when we approach the wrong agents, and how do we target the right ones instead? On this episode, I have a conversation with recognized mortgage industry leader, speaker, coach and the founder of Mortgage Coach, Dave Savage. We talk about tactics and strategies to generate more loans without cold calling. 

 

If you don’t have a marketing system, you will have to cold call. -Doren Aldana  

 

Takeaways 

• If you use the typical methods, all you will get is apathy and arrogance from agents who are tired of hearing the same things. 
  
• It takes the same amount of time to attract a top dog and a bottom feeding Realtor with no business, so there’s no need to waste time on the wrong people.  
  
• The most potently profitable activities any mortgage professional can do is contacting top producing agents and booking appointments and communicating with past clients. 

 

At the start of the show, we talked about how to set goals that inspire you to step up your mindset game. Next, we talked about the importance of honoring your time by targeting the right Realtors. We also discussed an easy way to mine the gold from our databases and current clients. 

 

We also discussed: 

• How to send the right message that gets an agent to respond 
• Activity vs. productivity
• How to work more efficiently

 

Guest Bio 

Dave is a recognized mortgage industry leader, speaker, coach and the founder of Mortgage Coach. He has over twenty-seven years of experience as a mortgage executive, business leader, and mobile technology pioneer. As founder of SmartReply, Dave established a leading presence in mobile marketing. By launching Mortgage Coach, Dave has helped tens of thousands of loan officers and millions of homeowners make confident, informed mortgage decisions. Before Mortgage Coach, Dave was one of the nation’s top loan originators and President of a national mortgage company. For more information, visit https://mortgagecoach.com/.

Most mortgage professionals hold themselves back from success because they’ve been told they need to sacrifice parts of their lives if they want to see great results. Is it possible to get great professional results without sacrificing personal happiness or are we doomed to spend the rest of our lives working if we want to achieve anything? Will owning a big house and fancy cars fulfill us, or do we need more than that? On this episode, President of Total Quality Lending, Chris Paliska, shares how he made $100 Million in just three years without sacrificing his happiness. 

 

The happier you are, the more successful you’ll be. Never feel like you need to sacrifice your own happiness in the name of success. -Chris Paliska

 

Takeaways 

• We can only be truly successful if we’re genuinely happy, so focus on developing all areas of life. Remember, there’s more to life than running a business!
  
  
• Make the switch from activity to productivity. Too many of us are wasting time working hard, when we could be more time-efficient and see better results. 
  
  
• Have the right intentions. Having a fancy car and big house can make us happy, but unless we know our intentions for attaining these material objects, we won’t be fulfilled.

 

At the start of this episode, we spoke about why it’s vital for mortgage professionals to be counter-cultural in the industry. We also mentioned that the reason so many people don’t progress further than mediocrity is because they don’t feel fulfilled, so it’s important for mortgage professionals to focus on more than the business aspect of life. 

 

We also discussed:

• That having some skin in the game makes us more likely to succeed
• The importance of being an authentic leader
• Why we must ensure we’re motivated by more than proving naysayers wrong

 

Guest Bio

Chris Paliska is the President of Total Quality Lending. After working as a valet at a high-end restaurant in California, Chris was urged by a client to consider a career in the mortgage industry. Despite some difficulties at the start of his mortgage career, after meeting with Doren six years ago, he’s gone from strength to strength. In just 3 years, he went from having $0 to $100 million- and he’s only just begun his journey.

 

To find out more about Chris, head to 

https://www.linkedin.com/in/chris-paliska-27b1b114

https://totalqualitylending.com/team/

And to see Chris and Doren in March 2020, head to https://phenomformula.com/.

Our businesses should be a source of joy, but sometimes, the inspiration, drive and passion dies out. Why does this happen? How do we reignite our love for what we do? Inspired by Valentine’s Day, this episode discusses what we can do to reignite and maintain the passion for our business and our goals.

A sense of direction is more important than our current location. If we’re moving in the right direction, we will feel fulfilled. -Doren Aldana  

 

Takeaways 

• If we become complacent and stagnant, we stop expanding and progressing, and this leaves us with very little drive for our business. 
  
  
• Frustration comes from not getting the results we want from the approaches we’re using. The stress, worry and aggravation wears down our passion and love for the business. 
  
  
• When we have boredom or burnout, it leads to us not feeling any fire or passion for our business.
  

At the start of the show, we talked about the importance of having a sense of direction, and how stagnation affects how we feel about our businesses. Next, we talked about how the wrong business methods lead to frustration and how that erodes our drive. We also talked about how to equip ourselves for extraordinary results.

We also discussed:

• An expansion mentality vs. a complacent mentality 
• The importance of building a business that sets us free 
• Common reasons LOs become frustrated

As mortgage professionals, we have the benefit of extreme flexibility, but if we want to be successful, we have to put a limit on our freedom today, so we can enjoy ultimate freedom in the future. Is freedom a double-edged sword? Can too much of it affect our effectiveness and consistency? On this episode, we learn why having too much freedom can spoil our chances of success and the true freedom we desire.

 You need to be willing to give up some daily freedoms in order to attain ultimate freedom. -Doren Aldana

 

Takeaways 

• Freedom is a double-edged sword; while we want to have flexibility, it’s vital we have structure in place.
  
• Without structure, we lack effectiveness. We need a repeatability aspect to our business so we see consistent results.
  
• Lack of structure leads to lack of consistency. We have to submit ourselves to an effective structure everyday to ensure consistently good results.

 

At the start of this episode, we learned how having too much freedom can create a toxic work environment. We also heard that structure is vital for success, and that we should be creating foolproof recipes that allow us to repeat great results. 

We also discussed:

• Why having the right direction and structure is non-negotiable
• Why applying discipline to your daily agenda is the key to success
• How sacrificing small freedoms can bring us greater freedom in the long term

Our mortgage companies, brokers and managers promise to be the one-stop solution for all our business needs, but when it comes to marketing, they will always fall short, no matter how much they try. What factors make them ill-equipped to help us really win at the marketing game? Should we be trusting them to take care of our databases? What should we do about our marketing instead? On this episode, you’ll learn why your company will never be able to help you get the breakthrough you want in your marketing efforts.  

If you do ordinary things and you come from an ordinary premise, you’re going to get ordinary results. -Doren Aldana  

 

Takeaways 

• Your mortgage company can’t give you what they don’t have. They don’t have the specialized expertise to really help you. They are ill-equipped to help you get your breakthrough because all their methods have been filtered through compliance.
  
  
• What worked 10-20 years ago doesn’t work anymore. If your company isn’t continuously evolving, their marketing tactics will fall short. 
  
  
• Cookie cutter crap methods produce cookie cutter crap results. 
  
  
• Your company is made up of mortgage experts, not marketing experts, so they won’t be able to get you on the cutting edge of your marketing.

At the start of the show, I talked about the delusional optimism many mortgage officers have when it comes to their companies. I shared why they will never get to the root cause of your struggle in marketing, and how compliance and a lack of specialized knowledge contributes to this issue. I also talked about the career suicide decision many LOs make. 

We also discussed:

• The importance of high level mindset training 
• The lacklustre, insufficient and inadequate tactics many companies use 
• Productivity vs. activity

Clinging too tightly to our comfort zones is one of the biggest reasons people fail to achieve their goals. What are the effects of not getting out of our comfort zones? How do we overcome the fear of getting out of them? How does entitlement keep us stuck? On this episode, I share the 4 ways we get sucked into the vortex of our comfort zones. 

The juice in life is in progress, expansion, growth, not in stagnating, sitting on your laurels and collecting dust. -Doren Aldana 

 

Takeaways 

• We stay stuck in our comfort zone by softening the problem. If we don’t tell ourselves the truth, we’ll never be able to solve our problems and level up. 
  
  
• A sense of entitlement keeps us stuck in our comfort zone. Instead of letting pride get in our way, we should always pursue growth and expansion. 
   
• We get stuck in our comfort zone by letting fear stop us. The things you’re afraid of actually become less scary when you pursue them. 
  
  
• Don’t get sucked into your comfort zone by sitting on the nail and thinking the bad situation you’re in isn’t that bad. The pain of where you are has to be bigger than the pain of discipline in order to get you into action.
  

At the start of the show, I shared a few stories about people who have overcome their comfort zones, and the importance of turning our “shoulds” into “musts.” Next, I talked about how softening the problem keeps us stuck in our comfort zones, and how to overcome the terror barrier. We also discussed why we shouldn’t get too comfortable with the pain of where we are. 

We also discussed:

• How entitlement destroys our growth 
• Why stagnation always leads to regression
• Why you need to pursue what you fear

 

One of the biggest challenges mortgage pros experience is creating a healthy pipeline of leads without breaking the bank. Previously, Facebook has generally been the best way to do this, but that’s rapidly changing to our disadvantage in some markets. What are the benefits of using Google Adwords to generate leads? Why are Adwords leads more motivated and likely to take action? 

On this episode, mortgage originator, entrepreneur and media buyer, Brian Diez, shares how he "Cracked the Adwords Code" to generate better quality, more motivated leads at a fraction of the cost.

Change in the marketplace means there is opportunity for those prepared to adapt. -Brian Diez  

Takeaways 

• When market changes happen, our success will be defined by our willingness to adapt. 
  
  
• Google allows us to channel pre-existing demand. With Facebook advertising, we’re spending money to create demand.  
  
  
• The first step to generating leads on Adwords is building an authority site, a website other sites are linking back to. 
  

At the start of the show, Brian shared how he got started and how he adapted to the financial meltdown, and how he got started with Google Adwords. Next, we talked about some of the key changes on Facebook that are making it hard to advertise successfully on the platform, and how to start setting up the pieces for successful Adwords campaigns. We also discussed how to create business stability through diversity and why we shouldn’t be reliant on only one digital platform to generate leads.  

We also discussed:

• What’s causing the much-feared Facebook ban and how to avoid it.
• Why Google is a great alternative or supplement to Facebook for quality lead generation
• The value of partnering with a credit repair company
• and much more 

 

Guest Bio 

Brian Diez is a certified media buyer, mortgage originator, best selling author, and owner of US Credit Advocate. To learn more about his Adwords program, visit https://cracktheadwordscode.com/. 

The start of a new year is the perfect time to rethink and refocus our marketing goals and efforts, and if we want to succeed, it’s important to have a marketing plan that makes success inevitable. How do we go about building a winning marketing plan? What routines and activities do we need to have in place? On this episode, we talk about how to strengthen our marketing plans and strategies for the year ahead. 

 

If your marketing is on point, you should be getting 1-3 deals per month for every 100 past clients. -Doren Aldana  

 

Takeaways 

• Set up your income target. You need a measurable outcome you want to achieve. Then, you can build a marketing plan around it.
  
  
• If you know your income target, that will help you determine how many units you need to get to your income target, and how much your marketing budget will be. 
  
  
• Block schedule your daily routines: we need champion level routines to achieve champion level goals. 
  
  
• Successful marketing is all about mining the gold from your database, and going after 3-10 top producing agents who make you their exclusives.
  

At the start of the show, we talked about the importance of making our marketing less complicated, and the value of building systems with elegant simplicity. Next, we talked about the 3 things we need to do to set up a successful marketing plan, and the importance of focusing on deal flow. We also discussed the value of going narrow, deep and rich with a few high level agents,  and how to get more 5-star reviews on Google.  

We also discussed:

• How to trigger repeat business with long term nurture 
• How to build top of mind awareness 
• What it takes to achieve champion level success

There are 5 simple steps we need in order to turn Facebook into a lead machine that feeds our pipeline with an ever-growing flow of closed deals. Do you wish you had more quality leads, so you can close more deals? Is your prospecting method wasting your time with little to show for it?

In this episode, marketing expert, Sabina Phillipsz, reveals the critical steps most mortgage pros will never know about how to generate more quality leads on autopilot and how to use those pre-approvals as SUPER BAIT to attract top-producing Realtor partners. You’ll learn how to set up your own consumer-direct Facebook ad that can generate hundreds of quality buyer leads per month; and how to finally take control of your pipeline, and build stability through diversification.

 

Facebook is a great way to connect with prospects very cost-effectively. It’s a great platform because it’s visual and you can put a lot of content on it. -Doren Aldana  

 

Takeaways 

• Most people think that branded stuff is the way to go. We get better results and a lower cost a lead when we take the unbranded approach.
  
  
• For the best results, do sequential, multimedia and multi-pillared follow-up. When a lead comes in, send an immediate voicemail. Ten minutes later, send an email; fifteen minutes later, send a text message. 
  
  
• Mentorship provides us with new ideas, accountability and proven systems. 

 

At the start of the show, we talked about how to set up a direct consumer ad on Facebook, and why it’s a great platform for generating leads. Next, we talked about the power of having non-branded content, and the power of texting. We also shared case studies including how Penny Wrightly generated 460 leads and 14 closes, how Kelly Czarny doubled her income in 3 months and how Devon Peterson tripled his loan volume in 2 months.  

We also discussed:

• How to implement an automated follow-up system that converts more leads into closings
• How to self-source your own quality leads so you OWN THE POWER in your partnerships
• How to provide your Realtors with UNIQUE VALUE so they make you their exclusive lender
• and much more!

Guest Bio 

Sabina is a Certified Google and Facebook Marketing Specialist who has been working in the digital marketing space since 2007. She has a diverse set of skills in all aspects of business and marketing.