Art of Mortgage Marketing

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Why Mortgage Pros Fail & Fall Way Short Of Their Full Potential

There are small and subtle ways that make it hard for us to reach our full potential. 

Even some of the most talented and capable LOs are constantly hitting a ceiling, regardless of their intentions and ambitions. 

What are some of the biggest reasons LOs have a hard time going from mediocre to extraordinary results? 

How do limiting beliefs get in the way of our potential? What does it take to experience holistic success?

In this episode, I share the 7 things that hold mortgage professionals back from reaching their goals in a meaningful and lasting way. 

The secret to living a mediocre life is setting small, ‘reasonable’ goals. -Doren Aldana  


What you’ll learn in this episode 


The limiting belief that will subconsciously stop you from fully committing.

We hold ourselves back from pursuing bigger goals because we have developed limiting beliefs. There is nothing wrong with wanting to keep growing. Better understanding our limiting beliefs can help us break free from them. 


The one challenge that dictates an LO’s ability to excel 

Too many mortgage pros stop themselves because they’re intimidated by this challenge. Once you understand how to flip the script, this challenge becomes an opportunity. Listen to the show for details!


Why it’s time to stop winging it and start creating your successful routine

Whether we’re top producers or not, we all have the same number of hours in a day. We have to use our time more wisely if we want to see the rewards. 

Once You Master This Process, You’ll Get 3+ Deals Per Month For Every 100 Past Clients In Your Database

As mortgage professionals, we have a moral obligation to make the biggest impact we can and serve our clients to the best of our abilities. We can do so much more good in the world by growing our businesses, so what’s holding us back?

One of the best ways to maximize our profits is by taking advantage of repeat clients and referrals. How can we guarantee this type of business?

The answer lies in mastery. We have to master the art of database marketing. This is non-negotiable: it’s a necessity. The great thing is, if we use the right systems along the way, this doesn’t need to add to our workload. Quite the opposite; we can earn more, while doing less. 

In this episode, I share how to get more than 3 deals a month for every 100 past clients in our databases, on autopilot! 



Cut the clutter and nonsense and get straight to what works: database marketing done right.
-Doren Aldana




  • Save time, money and stress with systems
    Having the right systems in place helps us achieve bigger results, with minimal effort. Master systems that provide an endless stream of repeat business, but remember, commitment is key. The right systems aren’t a luxury, but a necessity. 
  • Get reviewed in the right places
    Getting fewer reviews than our competitors is the easiest way to leave money on the table. Ask for reviews the right way and make sure those reviews are visible in the right places. Potential clients are using Google to find mortgage professionals, so that’s where we need to be visible.

  • Stay in touch meaningfully
    To build long-term relationships with past clients, we have to stay top of mind; staying in touch with them is the best way to do that. Reach out to them through a trigger campaign: send out communications on birthdays, mortgage anniversaries and other special occasions.

How to Overcome Fear of Rejection and Get Your Power Back

In order to grow our businesses and allow them to become vehicles of freedom, abundance and fulfillment, it’s important that we have a system for attracting our ideal clients. The most potently proactive activity we can do to make that happen is building relationships with top notch agents.

It’s hard to achieve this and stand up in our greatness when it’s being blocked by fear and call reluctance.

That’s why it’s crucial that we align ourselves with the mindset, energy and practice that unlocks confidence consistently.

How do we shift away from call reluctance and take the steps that draw us into our power and meaningful motivation? In this episode, I talk about the truth behind your call reluctance and fear of marketing yourself effectively, and how to step into your power so you can achieve your dreams.

There’s no place for fear of call reluctance and fear of rejection, when we shift our consciousness and priorities from taking to giving, from selling to serving. -Doren Aldana  




What call reluctance reveals about you

Call reluctance and fear of rejection don’t happen in a vacuum, they are a symptom of a much deeper problem. It’s a sign that underneath it all, we have lack, limitation, inadequacy and fear. 


Why we need to release the wrong clients 

If we have clients or partners we don’t enjoy working with, release them instead of trying to force it. The Universe has a way of bringing the right people into our orbit when we release the wrong one without animosity. 


How to get more fulfillment out of your business

You want to go narrow, deep and rich with a few people instead of going wide and shallow with many. Focus on working with less people who really align with you instead of working with anyone and everyone. Quality knocks out quantity every single time if you want a business that gives you freedom. 

How to Stop Being the “Bottleneck” In Your Busin

Business owners become trapped when they decide to do it all themselves. It hinders growth and freedom and makes it harder for the business to build wealth. 

The truth is, even the best, smartest and most talented people don’t serve every purpose and role in their companies. With the best intentions, you can end up holding everything up because there’s so much on your plate. 

The goal shouldn’t be to be to control everything, but to run a finely oiled machine that allows you to step into true freedom. The whole goal of making bold, intelligent strategic investments in your business is to remove you from being a bottleneck. What are the perils of filling up our time doing menial tasks and not delegating them? How can you liberate yourself so you can catapult your business?

In this episode, I talk about how to get more freedom, and get your business out of survival mode. 


You’re not going to be able to build a business that sets you free if you think that you have to do it yourself if you want it done right. -Doren Aldana  




  • Why you shouldn’t be a generalist 
    Focus on being a specialist, not a generalist. Specialists bring unique value to the table and can have more freedom in their businesses because they can hire highly talented people. 
  • How to truly set yourself apart with value 
    What makes you a bottleneck in your business is the erroneous belief that the only unique value you offer is to be available all the time. You can have time freedom and be more present with your family and interests without losing business. 
  • The limiting beliefs that are holding your business back 
    There are belief systems that allow you to create systems and belief systems that will keep you enslaved to your business. Limiting beliefs don’t usually come along. People who believe they have to do it all, also believe that there isn’t any quality talent that matches their standard.

We also discussed:

  • Why you shouldn’t be a generalist 
  • How to truly set yourself apart with value 
  • The limiting beliefs that are holding your business back

Why Realtors Don’t Give You the Time of Day and How to Fix It

A lot of mortgage professionals are thriving riding the Refi boom, but the fact is, rates will go up at some point and we have to be prepared for that. Now is the time to start dominating in the purchase market, and to do that, we need to start building relationships with the top-producing Realtors in our markets.

How can we build relationships with top Realtors when they’re notorious for not giving most loan officers the time of day? The key lies in differentiating ourselves.

To stand out to Realtors, we need to show them we’re more than just loan officers who can fog a mirror. That said, we also don’t need to reinvent the wheel to make an impact. Distinguishing ourselves is often simpler than we think.

How can we stand out to Realtors and get them to give us the time of day? On this episode, we discuss how to get top Realtors to take notice of us. 


Riding the Refi boom is always great. However, when rates go up, you don't want to be scrambling to get into the purchase market. Set up solid foundations so when it happens, you’re prepared. -Doren Aldana  



  • Stop following the herd
    Conventional methods produce conventional results, so stop following the crowd. Focus on bringing unique value to Realtors and stop competing with the masses who do the bare minimum.
  • Reposition what we do
    We aren’t in the mortgage industry, we’re in the marketing industry. The money is in marketing, so when we introduce ourselves as marketing partners, Realtors take note. 
  • Be different, but don’t reinvent the wheel
    Often loan officers shy away from offering unique value because we’re worried we’re not creative enough. However, the best way to bring great value is by sharing tried-and-tested systems with Realtors. Don’t waste time looking for something new and improved, find what works and stick with it!

Busting the “I’ve Already Got a Mortgage Lender” Objection

In order to be effective at building partnerships with top-dog Realtors, we need to be able to handle objections like pros. We need to have the superpower of eliminating those objections in advance by constantly raising the standard of what we’re offering. 

It’s common to experience apathy and high walls of resistance from the agents we approach, along with the dreaded objection, “I’ve already got a Mortgage Lender.”

If we equip ourselves with the tools, mindset and know-how to handle and obliterate this objection, it will never get in our way again. 

What is the root cause of this objection and what does it tell us about how the agent sees us? How can we become so irreplaceable and indispensable that all those lame objections just magically melt away? In this episode, we talk about how to objection-proof yourself, and become the LO agents want to work with.


The objection “I already have a lender” is a smoke screen, and a symptom that you’re doing things the wrong way and the hard way. -Doren Aldana 


Three Things You’ll Learn in This Episode 

  • What top dog agents are looking for in lender partners 
    When agents say they are already working with another agent, it’s because we’re not bringing anything unique and compelling to the table. Top dog agents are looking for unique value and people who can bring them the results matched with their standards. 
  • Why we need to focus on improving our marketing ability 
    When you realize that you’re a marketing professional first and a mortgage professional second, you will start to pursue building marketing muscle instead of the minutiae that doesn’t push us forward or appeal to top agents.
  • The true message behind the “I’ve already got a lender” objection
    Saying they already work with an LO is a smoke screen and an excuse to get you off the phone. They’ll only do this if they see you as another run of the mill LO, and not a potential partner who stands out from the crowd.

The 3 Types of Fear that Stop Mortgage Pros from Achieving Their Dreams

The biggest thing holding people back from achieving the lives of their dreams isn’t a lack of talent or capacity -  it’s fear. Fear is something we all experience at some point, but we shouldn’t allow it to control us and hold us back. 

Is it possible to eradicate fear?  If so, do we even want to get rid of it? What are we afraid of in the first place?

Fear is a natural human condition, and having it isn’t necessarily a bad thing. With that said, we can learn to gain authority over it.

On this episode, we discuss the 3 types of fear that hold mortgage professionals back from achieving their dreams and how to overcome them. 



Rise up and gain authority over your fears. -Doren Aldana  



  • Everyone fears failure, but we have to remind ourselves that without risk, there can be no reward. Stop letting the fear of failure stunt growth!

  • Something that stops a lot of us from claiming the life we deserve is fear of embarrassment. However, we have to remind ourselves that just as much as putting ourselves out there can cause people to judge us, it can also get them to love us. 

  • Most of us have felt the fear of not being enough. The best way to overcome this is by knowing we were created to serve a purpose and are destined for greatness - of course we’re enough!

Why Focusing Solely on Refi’s to the Neglect of Purchase Business is Stupid (and How to Build Stability Through Diversification)

We’re in a refi boom right now, and while it’s tempting to put all our effort and energy on the low-hanging fruit, the last thing you want is to be unequipped when the refi boom inevitably ends. Even though many mortgage pros are only doing refi’s, now is not the time to be blindly following the herd.

If you become too myopically focused on the low-hanging fruit to the detriment of building consistent purchase business, your income will tank and you’ll end up regretting not building a diversified business.

Why is the purchase market the most reliable, successful and consistent source of business? How do you build a multi-pillar, multi-prong, multi-revenue stream business right now, while still taking advantage of the refi surge?

In this episode, I talk about the perils of having a business that’s too reliant on refi’s, and what will happen when you don’t shift to being proactive about the purchase market.


You want to be as diversified as you can so you are least and last affected by market downturns, not first and most. -Doren Aldana   



  • Refi money is not freedom money. Purchase deals have a lot more commitment because there’s a physical tangible outcome. 

  • Refi business is driven by low interest rates; as soon as they go up, you’ll be in trouble. 

  • Even though there is high uncertainty in the market right now, there will continue to be purchase business transactions. 


How to Attract New Top-Producing Realtors Partners While In Quarantine (Without Cold Calling or Even Meeting in Person)

With so many people hunkering down waiting for this covid-19 storm to blow over, it’s easy to think that it’s impossible to grow your business right now. But even in the midst of a storm, there are still opportunities to build relationships with top-producing agents and become their exclusive partners.

In fact, right now we can use the state of the market to make moves to win. We just need to have the right weapons in our arsenals. What are some of the biggest mistakes and missteps that make agents not want to work with you? 

How can you go from grovelling for business to mutual loyalty and partnership? In this episode, I talk about an effective and efficient system to attract cream-of-the-crop Realtor partners with zero chasing, begging or bribing. I reveal a system that can take you from frustration and stagnation to 11 appointments in one day without a single cold call.


 Use the turbulence to get better, wiser and sharper and to win. -Doren Aldana  



  • You can never attract and work with top producers if you’re not working to raise your own standards, routines and activities. 

  • This is the best time to expand, because everyone else is contracting. Some of the biggest increases in market share happen in times like this. 

  • Now more than ever, Realtors want to talk to mortgage officers who can truly add value and solve their problems. 



How to EXPAND Your Market Share While Everyone Else is CONTRACTING

As we continue trudging through these trying times, nothing in our lives feels usual, and the shadow of an uncertain future continues to loom over us. 

Many people are facing a difficult season, and we’re all feeling the pinch brought on by a contraction of activity, business and income. 

It’s natural to want to keep our heads down so that the storm blows over, but these seasons call for leaders who can step up to the plate and be a light in the darkness. 

How do we maintain the right mindset in the face of a foreboding future? What are the things that really matter and move the needle in this time? How do we move from panic and fear to power and faith? 

In this episode, I share how we can keep going and even use this time to grow and expand. 


We are all prophets of our own futures by virtue of what we expect. -Doren Aldana  



  • There’s actually more opportunity than ever before right now with so many competitors stepping out of the way, but we need to adopt the right mindset and wear the right lenses in order to see it. 

  • A big part of being pillars of strength in hard times is empathy, openness and vulnerability. Learn how these virtues make the people around us feel safe. 
  • Life is an ebbing and flowing of crisis and instead of wishing it didn’t happen, we can find power and strength in accepting it and adopting a more optimistic perspective.
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