Art of Mortgage Marketing

People leave money on the table when they don’t patch up their marketing. How do you figure out what mistakes you’re making? What’s limiting your results, even when you apply maximum effort? On this episode, I explain the 3 areas you should be mastering to avoid spending too much time on unimportant tasks and too little time doing the things that matter.

If you don’t make people think they have to work with you, you’re leaving money on the table. -Doren Aldana  

Takeaways

• Make sure you’re staying in contact with your database. Neglecting to leverage your database is the quickest way to leave money on the table.
  
  
• Pay attention to the real estate agents you approach. You should be asking a small group of top producers for all their business, rather than a big group of bottom feeders.
  
  
• Don’t wait too long to delegate. As soon as you can, get other people to complete lower paying tasks, so you can focus more on the high-paying ones.

I start the episode by recounting an experience I had a while back. The car we were given on vacation had a broken gas pedal. This meant that pressing the pedal not only failed to make us go any faster, but it also wasted the gas. After sharing this, I explain how a lot of mortgage professionals are effectively enacting the same thing: wasting time on tasks that aren’t getting them anywhere.

We also discussed:

• Why you should be perfecting a few moves, rather than doing many tasks poorly
• The importance of a multimedia approach with regards to contacting your database
• How you can patch up the holes in your marketing approach

The best way to keep your marketing strong is by streamlining your process. Stop overcomplicating your business by trying to wear too many hats. You’re working too hard by doing that. Work smarter, and focus on 3 areas of mastery, rather than several areas of mediocrity.

One of the best ways to learn how to be successful is by observing the people whose success you want to emulate. What are some of the habits of top-producing mortgage pros? What can you learn from them, and how can you start implementing their strategies into your own journey?

On this episode, I talk with the legendary Dave Savage. As the CEO of Mortgage Coach, Dave has seen what works and what doesn’t. He shares what you need to do to become -- and stay -- a top producer.

If what you’re doing is working, keep doing it. If it’s not, add to it. -Dave Savage

Takeaways

• A personality trait shared by most successful people is consistency. Be consistent with your systems, and make sure everything you replicate is of an excellent standard.
  
  
• Take steps to generate leads and prospects every single day. Use multiple platforms to ensure you’re contacting prospective clients from a range of sources.
  
  
• Make sure every interaction you have is a teaching opportunity. Advice matters, and your clients should walk away feeling like they know more after interacting with you.

At the start of the episode, we hear about Dave’s journey and his involvement with the industry’s top producers. We hear what the term ‘top producer’ really means, and how you’ll know if you fall into that bracket or if you still need to push harder.

We also discussed:

• The difference between your clients liking you or respecting you
• Why you need to approach every single client with the same systemized processes
• Why you have to think in terms of what huge competitors like Amazon can’t offer and use it to your advantage

You’ve heard it time and again because it’s true: consistency is key. Whatever your systems are, make sure you’re offering an excellent service to every client you deal with. A great customer experience is important, and with huge corporations like Amazon taking over the market, you can use a great customer experience to your advantage. You have the knowledge, you have the skills, and you have the concern for your clients. Shouldn’t you be reminding the industry (and yourself) of that, every single day?

Guest Bio

Dan Savage is the CEO of Mortgage Coach in Lake Oswego, Oregon. On top of having over 27 years of experience in the mortgage industry, Dave is a pioneer of mobile technologies. As someone who understands the presence of technology in our daily lives, Dave is passionate about transforming the home buying experience, for both the client and the professional.

To find out more about Dave and Mortgage Coach, head to: https://mortgagecoach.com/about/

Takeaways

• Rather than wait for referrals from Realtors, start referring them to potential buyers and sellers. This is how you build lasting and fruitful relationships.
  
  
• Pay attention to your database and make sure you’re in constant contact with them. Even if someone is not interested right now, they shouldn’t forget you for future transactions.
  
  
• Make use of the most popular online content: video. On top of generating leads for yourself, you can also use it as a referral opportunity for Realtors.

At the start of the episode, we heard how John Suppa transitioned from a highly successful car salesman, to an even more successful mortgage broker. While he acknowledged that the transition certainly wasn’t seamless, he went on to explain how he started seeing unprecedented results.

Stop allowing yourself to be overwhelmed by new prospects. As John Suppa has demonstrated, it is possible to achieve tremendous success within a short period. What you need to do is create processes you stick with. Most of all, stop making excuses. The opportunities are all within your reach- why not grab them for yourself?

Most people who consider joining a coaching program have some hesitations before committing. How can you tell if a program will really deliver on its promises? Can the results justify the cost?

On this episode I talk with Penny Wrightly about the most common anxieties people have when considering a coaching program, and how The Mortgage Marketing Coach helped her break out of normal production level and generate killer numbers!

Takeaways

• There’s a difference between working to improve your business and fighting to keep it afloat.
  
  
• If you’re finding yourself stuck in a rut, you need to start exploring ways to overcome mediocrity. Having an outside eye such as a coaching program can help immensely with this.
  
  
• Understand that it is an investment. You may be spending money, but you’re doing it to improve yourself and your business for the future.

At the start of the episode, Penny explained what her situation was prior to joining our program. She also pointed out some of the hesitations she had before committing, and shared her results after deciding to take the step.

We also covered:

• The importance of automated systems in your business
• Why your database is an incredible asset
• Why the best time to invest in yourself is right now

The world of today is fast-paced and requires up-to-date service. You can’t provide that if you’re still using the same tricks you have for the past few years. To get ahead and see the results that take your business to the next level, you need to make sure you’re on the same level as your clients. This means, using technology to help you set up systems and never let your clients feel ignored. However, technology aside, it also means you have to update yourself. Start now, and never stop investing in yourself. The tools are here to help you, and the opportunities are endless.

 Penny Wrightly is a mortgage broker at The Mortgage Centre. The Cambridge, Ontario native has over 15 years of success in the industry, and is motivated by her desire not only to be successful, but more so because of her passion for helping people. Penny has also recently joined the Mortgage Marketing Coach program, and has seen incredible results in only 45 days.

We can learn a lot from successful people in our industry. What are they doing that other people aren’t? Are their approaches completely unique, or can minor shifts help us get to their level? On this episode, I talk with senior mortgage advisor at Fidelity Funding Mortgage Corporation, Kellie Czarny. Kellie recently took her company’s monthly earnings from an inconsistent $1 million per month to a more regular $2 million, and she’s here to tell us how she did it—and how you can, too!

If you don’t get started now, you’re not going to do it. -Kellie Czarny

Takeaways

• Your mindset matters. You need to alter your mindset and the way you think about your business to see amazing results.
  
  
• Pay attention to who you’re working with. Those who aren’t helping you get more business need to be cut out, or at the very least, you shouldn’t bend over backwards for them.
  
  
• Consider your time management abilities. You need to be able to get everything done as soon as possible, so when life gets in the way you’re not overwhelmed.

At the start of the episode, Kellie mentioned that before joining our program, she felt she wasn’t seeing her effort level and results matching up. By changing her approach and her mindset, she turned her earlier predicament on its head! 

We also discussed:

• Why you need systems in place
• The importance of visualization
• That to see results, you have to believe you can achieve them

Guest Bio

Kellie Czarny is the senior mortgage advisor at Fidelity Funding Mortgage Corporation. In her current position, she’s taken her business to amazing levels, and she shows no signs of stopping. In addition to being a mortgage professional, Kellie is also a professional racing car driver, and has competed at a national level. Her approach to business has largely been shaped by her approach on the track: visualizing herself at the finish line, she’s taken her team all the way to the top.

Most of the barriers to our success lie in our own mindsets. What thoughts and beliefs hold us back? How can we change them? On this episode, I outline the seven most problematic assumptions we allow ourselves to believe and why they harm our business. The great thing is, just as your mindset has stopped you from achieving in the past, changing the way you think can bring you immeasurable success going forward.

Think: 'What if it does work?' That's how a champion thinks. -Doren Aldana

Takeaways  

• Stop thinking in terms of what you don’t have: saying you have limited time and money holds you back from finding ways to solve those issues.
  
  
• Don't assume you have to add to your workload to be successful.
  
  
• Being comfortable now will result in lack of comfort when you're older. Be proactive and understand that you need to put in hard work now to reap the rewards later.

At the start of the episode, I emphasize that each of the seven barriers to your success exist only in your mind. I then start breaking down the ways you can get around each of those self-imposed limitations.

I also look at:

• Why indecision is your worst enemy
• How your workload doesn’t necessarily need to increase
• Why you need to stop thinking about what could go wrong and start thinking about what could go right

At some point, we’ve all been told running a business is a bad idea because you don’t have enough time or money. The reason all of us can agree on having heard that is because we live in a culture that promotes myths. While there are always risks, the fear of failure should never stop you from pursuing your dreams.

If we pay attention to all the reasons it won’t work, we’re really spending the energy on worrying that we could have used to just get started. Change your mindset and stop placing limitations on your abilities. You’re only as successful as you allow yourself to be.

Entering the mortgage industry without prior experience can be an intimidating process. Where does one even begin to start looking for clients and partnerships? What are the steps you definitely don’t want to skip while building your business? On this episode, I talk with Chris Paliska about how he came into the industry with no experience and went from zero to $92M in annual funded volume in just 3 years!

Believe you’re capable of achieving your goals. Very seldom in life will you achieve that which you do not believe you can. -Doren Aldana  

Takeaways

• Be strategic with the Realtors you approach. Narrow it down and make sure you’re speaking to the people you want to work with.
  
  
• When you organize your first meeting with a Realtor, spend more time listening than speaking. Know exactly what they’re looking for before delivering your proposition.
  
  
• Customize your value proposition to the prospective client’s needs. This way, you’re not recycling a proposition that doesn’t serve their company.

At the beginning of the episode, I asked Chris for advice to newcomers in the industry. He outlined the importance of tailoring your value proposition to Realtor’s needs. We then began talking about database marketing and the best way to approach this integral part of your business.

We also discussed:

• Why you need to find your ‘why’ in order to meet your goals
• The importance of scheduling to keep yourself accountable
• That you have to give yourself the benefit of the doubt and believe you can achieve your goals

You don’t need to have years of experience to become a top producer in the mortgage industry. On the contrary, working strategically in the short-term can take you to the top of the ladder. Ensure you know what your motivating force is, then work to provide specific services to the top producing agents in your target market. Most of all, you need to believe you can do it: you are the only one who can limit your success.

Guest Bio

Chris Paliska is an excellent example of someone who managed to make it to the top of the mortgage industry without years of experience. After working as a valet at an upscale restaurant, Chris met the man who would become his employer and help him take his career to the next level. After putting in hard work and applying the coaching he received from Art of Mortgage Marketing host, Doren Aldana, Chris has managed to become one of the top 5 loan officers at New American Funding.

To find out more about Chris Paliska, head to:

http://www.newamericanagent.com/christopherpaliska

https://www.facebook.com/chrispaliskabranchmanager/

And for New American Funding, check out:

https://www.facebook.com/newamericanfunding/

For many mortgage pros, the relationship they share with Realtors is one of complete dependence. This gets complicated when the Realtor doesn’t have the same level of motivation as the lender. How can you stop being reliant on under-ambitious Realtors and start attracting the top dogs whose motivation matches yours? Is there a way for you to stop using all your energy making appointments with bottom-feeding agents? On this episode, I outline the steps you can take to get the results you deserve.

Build a tribe of superstars. You’ll not only have a lot more fun, but also a lot more funds.- Doren Aldana

Takeaways

• Working harder is not always the answer. If you’ve been putting in the hard yards and you’re still not seeing results, you need to rethink your strategy.
  
  
• Aim to gain motivated, top producers as your partners. There is no use working with people if your ambition dwarfs theirs.
  
  
• Focus on what makes you unique and valuable. The best way to partner with top producers is by making them realize you’re not only the best choice, but the only choice.

On this episode, I share the story of a client whose hard work was not paying off. It turns out, nothing was working because she wasn’t proving she was indispensable. As I point out, highlighting your unique capabilities is crucial if you want to get ahead.

I also covered:

• The necessity for building relationships with your partners.
• Why you have to bring value in multiple areas.
• Why it’s more effective to have deep connections with a smaller group of top producers than weak connections with a wide database.

Traditionally, mortgage professionals have been taught that the best way forward is by making cold calls and setting up appointments with as many Realtors as possible. The problem is that you’re likely to spend more of your time, only to end up making weak connections with under-ambitious agents that don’t guarantee any loyalty. Why jump through extra hoops when modern technology provides an alternative? You can start establishing better relationships with top producers and begin to see better results. Identify what makes you uniquely valuable, and you’re already a step in the right direction.

For many mortgage pros, the idea of calling prospective clients or Realtors is filled with anxiety and general reluctance. Why is this the case? What’s causing your hesitation to pick up the phone and ask a Realtor to meet with you? You know you’re the person for the job, so what’s stopping you? It’s time to flip the switch on this. Let’s find out how you can stop avoiding calls and start seeing breakthrough results.

The single biggest reason why you have call reluctance is because you’re lacking compelling, unique value to inspire a conversation. -Doren Aldana

Takeaways

• Go into calls knowing your worth. You need to be compelling and unique to attract attention. This is something to remember when looking at your strategy and your selling points.
  
  
• When pitching to prospective clients, avoid overtly ‘selling’ to the person you’re speaking to. Approach the calls as conversations rather than strictly business.  
  
  
• Find systems that make attracting clients easier. This is working smarter, and it’s important to remember that in business, you want to find the easiest way to make the most money.

On this episode, I start with an example of cold calls being intentionally avoided. The reason for these calls being avoided was the irritation they caused for the prospective client. After identifying what caused the irritation for the person on the phone, I go into four areas you should focus on to avoid being sidestepped.

I also covered:

• Why it’s important to do more than merely pitch your services and discuss your experience.
• That you need to find what makes you unique to excite potential clients.
• The necessity to look at the core cause of your call reluctance- you’re probably working harder than you need to.

You already know calling Realtors is important for your business, but it doesn’t have to be something that makes you uncomfortable. With a few tweaks to your game plan, you can go from being the phone call that realtors avoid to being a valued conversation partner. Once you do that, success is imminent. Become the mortgage professional Realtors want to refer.

It’s frustrating to be in meeting after meeting with real estate agents without seeing any results. What could you be doing wrong? More importantly, what do you need to do right in order to attract the right partners? On this episode, I explain how to attract top-producing Realtor partners who make you their exclusive lender (while working on YOUR terms, not theirs), without begging, chasing or bribing.​

Become that which you are trying to attract - Doren Aldana

Takeaways

• Know what you want to attract and refuse to accept anything less. By the same token, remember that you’ll need to embody the same values you aim to attract.
  
  
• To establish business partnerships with real estate agents, it’s important to establish personal relationships with them as well.
  
  
• For potential partners to value you, you have to demonstrate that you value yourself.

At the start of the show, I talked about the frustration of trying to get an exclusive lender agreement and what we need to bring to the table in order to win agents over. I talked about the importance of not settling for less, and the power of approaching business relationships the same as personal ones. I also talked about the difference between wanting success, and actually working for it.

I also shared:

• The importance of knowing what you want
• Why you need to always deliver on your promise
• One way to ensure your success

Identify what you want and know that you’re capable of achieving it. Just be sure to keep putting in the "hard yards". Once you can identify your goals, it becomes easier to shut down any offers that deviate from the path to realizing your dreams.