Art of Mortgage Marketing

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How to Avoid Wasting Our Time, Energy, and Money on the Wrong Realtors w/ Peter Fickeisen

What exactly does your "ideal referral partner" look like? How can you target the right Realtors who actually fit that ideal profile? How do you attract the right partners, without the hell of cold calling or losing your dignity? What’s the biggest mistake most mortgage pros make when working with agents? In this episode, you'll get answers to all those questions and more, as Peter Fickeisen talks about how you can pick the right people, so you can on their "speed dial" as their exclusive lender.

 

You can only wear yourself so thin with partners you don’t want to work with. -Peter Fickeisen


Takeaways

  • We have to look at it as if it would be a partnership. We wouldn’t take someone we barely know and have nothing in common with as a partner, and this applies to searching for a Realtor to work with as well.
  • Weed out the good from the bad in the beginning. This translates into being upfront about how we work, what our work hours are, what we can deliver, etc. Otherwise, we might end up with people who disrespect our time and treat us like a commodity.
  • Stand out by being fast and always delivering on your promise of offering the information the agent needs right away


In the beginning of the episode, we talked about how many mortgage specialists end up in companies where their free time isn’t respected and how we can make the shift from working for others to being our own boss. We also talked about how we can attract agents and the importance of having a strong value proposition.

One of the things that can damage our reputation as a mortgage specialists is “not knowing” the answers to certain questions when our job is to provide those answers. If we want to attract rockstar agents, we need to be a rockstar mortgage pro, and part of that is always being fast and accurate when it comes to helping the agent. These days, the internet alone is enough for a mortgage pro to find all the answers they need.

 

Guest Bio

Peter Fickeisen is the Director of Business Development of Luxury Mortgage and has over 14 years of experience in mortgage banking. He ranked in the top 200 USA loan officers and the top 20 Massachusetts Mortgage Bankers severals times. His approach is to focus on building lifetime relationships with his clients, rather than moving from one transaction to another.

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Why Most Facebook Ads Don’t Work w/ Chris Reale

One of the biggest challenges mortgage pros face is finding real estate agents to partner with. These days, real estate agents are flooded with calls and emails from mortgage pros looking to connect. How can you tilt the power balance in your favor? What is something you can offer to agents that will make them come to you? And how can you bring more leads from Facebook at a fraction the price of Zillow and other lead sources? In this episode, Chris Reale shares how he went from chasing real estate agents to having them come to him!

 

 

To get the highest conversion, you have to reach out to someone at least 7 times. -Chris Reale

 

Takeaways

  • The problem with most lead generation platforms is the price tag and the fact that the leads are not exclusive.
  • As a mortgage specialist, if you know how to attract leads via Facebook and give them over to realtors, you will be flooded by offers.
  • Facebook ads have the advantage of flexibility. You don’t have to sign any contracts, and you can shut it down when you want or change the daily spend and make whatever changes you want without any negative consequences.
  • As a mortgage specialist, when you come to the table with exclusive leads, you are no longer the one who is looking for real estate agents. They will do whatever it takes to come to you.

 

In the beginning of the episode, we talked about how to maximize Facebook ads and how they change the balance of power in the favor of mortgage specialists. Next, we discussed why branding doesn't necessarily bring a higher conversion rate.

We also covered:

  • Video has been a key component of differentiation in the ad space
  • Exclusive leads need immediate follow-up as well
  • Anything below 15% conversion rate on a landing page means that you should tweak your website copy

The secret to Facebook advertising is grabbing the attention of users. Unlike paid search engine ads, your audience is not looking for you. You have to create an ad compelling enough for them to click through. Facebook will help you set the demographics, but only a small percentage from that segment is interested in buying a home. Your job is to find the right image and the right message, and stir their curiosity in order for them to sign up on your landing page.

 

Guest Bio

Chris Reale has managed nearly 1 billion dollars in value in residential loan transactions during the last 17 years. He founded a business that started with zero employees and now has over $2 millions in revenue. He is the founder of CJ Reale Consulting Services where he helps small and medium businesses attract traffic via social media and search engines, and he is also the branch manager of NFM Lending.

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How to Go from Just Making Friends with Realtors to Attracting SOLID Referral Partners

The days when a few donuts and a smile would land you a referral are long gone. Real estate agents are bombarded with new offers every day. What prevents you from taking it a step further? How can you get the attention of a real estate agent? How do you make a WOW first impression with a Realtor, so they send you ALL their buyers? In this episode, I speak about the importance of making a diagnosis, building trust, and making an offer no agent can turn down.

 

It’s the extra bells and whistles and the value you deliver that makes the difference between being seen as a Fiesta or a Ferrari. -Doren Aldana  

 

Takeaways

  • Making friends is easier than making business partners, simply because real estate agents are bombarded with requests from mortgage specialists. When you can’t make the next step, trust is usually the issue.
  • To convince them, you need to have a unique value proposition and articulate it in a way that makes them believe you are better than their current listing partner.
  • The secret to getting the attention of real estate agents is to enable them to work less and earn more.

 

If you want to find out more about the exact questions you should ask a real estate agent and how to blow them out of the water during the first meeting, head over to https://www.mortgagemarketingcoach.com/apply/ and apply for a seat to our breakthrough coaching session.

 

In the beginning of the episode, I spoke about how important it is to build trust and provide a unique value proposition. Next, I talked about finding out what’s broken in your process. Where does the real estate agent stop being interested in talking with you?

I also covered:

  • Why you shouldn’t make your pitch before performing a diagnostic of the agent’s problems
  • Bringing attention to the pain points and showing them your solution
  • Why you shouldn’t use price as a selling point

Diagnosing the problem without listening to the real estate agent is business malpractice. You can’t help them unless you sit down with them and ask questions regarding their current worries, pain points, etc. Many mortgage professionals make the mistake of skipping this step and going straight to speaking about their tools, systems, and services. How can you help someone if you don’t know their problem? The secret to attracting more real estate agents is to diagnose and prescribe a solution that will save them time and make them more money. There is nothing more compelling than a practical strategy that results in less work and more income.

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How to Be Peaceful, Powerful & Productive in the Face of Problems

We have a belief system that says problems shouldn’t exist, but crises are a part of life. Are you overwhelmed by the problems in your life? What is your mindset when facing daily struggles? In this episode, we bring a new perspective to problem-solving. It’s not about avoiding problems, but controlling the way we perceive them-- and cultivating a warrior-like mindset.

If you say it’s bad, it’s bad. If you say it’s good, then it’s good. It depends on how you attach the meaning to it. That’s how powerful we are. We are meaning-making machines.

-Doren Aldana

 

If you want to find out how you can change your mindset from victim to warrior and build a roadmap to financial freedom, go to https://www.mortgagemarketingcoach.com/apply/.

 

Takeaways

  • Our belief systems rule who we are and what we do. Life is sprinkled with problems and crises, but what separates successful people from those who feel trapped is embracing them with a warrior attitude.
  • Embrace failure instead of resisting it, and ask yourself what you learned from your experience. What can be done differently next time?
  • You give meaning to your life experiences, and you choose how you feel about them. The most joyous and successful people around us didn’t get to be what they are because of luck.
  • When you realize you can paint your life choosing your own colors, you are suddenly more energetic and powerful. You can now unleash your true power simply because you choose to fight the negative thoughts in your head.

 

In this episode, we talked about how we are capable of controlling our own emotions and training ourselves to be stronger and more energetic. We also talked about the importance of constantly challenging yourself and seeing problems as a part of life, not as something that happens to only the most unfortunate of us. 

I also covered:

  • How to switch from the victim mindset to the warrior mindset
  • Why champions have champion routines
  • The importance of waking up early, having enough sleep, and investing in self-care
  • Why asking the right questions determines the quality of your life

 

Beliefs determine how you feel in the face of challenges.The good news is that we are in control. We can change the way we look at our daily hurdles. By using daily affirmations, visualization exercises, and meditations, we can learn how to energize our minds and bodies. Having the right mindset can help us create a routine and roadmap that will bring us closer to success every day.

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How Mark Gagliardi Tripled His Income & Closings in 3 Months

We all have slow months, but what happens when our slow months become our new reality? What do we do when a few lost sales destroy our confidence? What are the tactics you can use to get back on track? In this episode, Mark Gagliardi speaks about his experience at the bottom of the barrel and how he changed his story-- tripling his income in 3 months.

 


You can do anything you want if you seriously put your mind to it. Say “This is what I want, and these are steps I need to take.” -Mark Gagliardi

 

Takeaways

  • One of the signs of self-defeat is the negative inner dialogue and the justifications we have for doing a poor job.
  • Once you only focus on the negatives, you suddenly don’t search for a cure anymore. You don’t believe there is a cure. You accept your situation as it is.
  • Ask yourself these questions before you throw the towel: Are you resourceful? Are you about to have a breakthrough or are you compromising? Are you neglectful? Are you justifying your inertia?
  • Daily visualizations and positive affirmations change the wiring in our brains, and it leads to a mindset change that will push you towards action. 

 

In the beginning, we talked about Mark’s despair when he couldn’t make more than two sales per month, as well as his negative mindset, his inertia, and how he had no roadmap to getting out of this. We also covered his experiences with having a coach and the tactics he used to get himself out of the pit of despair, helping lift others up as well.

 

We shared insights on:

  • Sharing your knowledge with your co-workers will make them better partners for you and better people for themselves
  • Brushing off the negative thoughts leads to an increase in energy levels
  • You will be more likely to be sought by clients if you are a positive person who is fun to be around

 

The biggest income killer is the victim mindset. When you stop your negative self-talk and you put to an end to your self-loathing, you make the switch from a victim to a victor. The key is to be in control of your life story. To wake up every day knowing you are capable of taking ownership of your life and business and to be so positive that others, including your prospects, would love to hang around you. Wake up every day with a purpose, and don’t blame anyone, not the market nor the economy. Take responsibility for your actions and don’t be afraid to seek help.

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How to Add UNIQUE VALUE to Realtors so They Stick with You w/Peter Fickeisen

The market today is more competitive than ever. In times like this, you either bring something unique to the table or lose money. But how do you go about reaching Realtors and showing them you are different? Should you call by phone or send out business cards? Who should you even be targeting? In this episode, Peter Fickeisen shares his approach to bringing unique value without spending time on the phone.

 

Your people won’t have confidence until you bring confidence. They won’t follow until you step up and lead the charge. -Doren Aldana

 

Takeaways 

  • What's the differentiating factor that will bring you referrals and long-term business?
  • How can you use common ground to build relationships with Realtors?
  • How can social media equip you for higher-quality outreach?
    and much more!

 

At the beginning of this show we talked about quantity vs quality and the inefficiency of business cards and cold calls. We also talked about how Realtors are flooded with calls from loan officers, and the last thing they want is to receive another call from a complete stranger on a Saturday afternoon.

We also covered:

  • How to use social media to build a psychological profile of the realtors you are targeting
  • How to build a step-by-step plan when it comes to interacting with prospects
  • How to maintain a long-term relationship with realtors

 

Many loan officers make the mistake of not knowing what kind of realtor they can provide value to. Instead, they start giving calls and sending out business cards to everyone-- often with no results. Most loan officers can do the job. What differentiates the big players from the small ones is their focus on a narrow group of people. Rather than calling a large number of agents, find out which agents are already friends of your friends. If possible, find out what hobbies they have. Look for common ground and a way to start a friendly conversation instead of sending them a pitch.

 

Guest Bio

Peter Fickeisen is the Director of Business Development of Luxury Mortgage and has over 14 years of experience in the mortgage banking. He ranked in the top 200 USA loan officers and top 20 in Massachusetts Mortgage Bankers severals times. His approach is to focus on building relationships with his clients that last a lifetime, rather than moving from one transaction to another.

If you want to find out more about how to transition the agents you meet from prospective partners to signed VIP partners, check out our breakthrough coaching session https://www.mortgagemarketingcoach.com/apply/

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7 Myths that Kill Your Success as a Mortgage Pro

Nothing holds people back in business more than the limiting beliefs they carry. How do you shift away from these misinterpretations? Is being the best at mortgage work going to make you successful? What is the right mindset to have about getting assistance and help? On this episode, I share 7 myths that you need to shatter for greater power, peace, productivity and profits.

 

Takeaways

  • What are the limiting beliefs we are prone to carry without realizing it?
  • How can you work "smarter", rather than harder?
  • What's wrong with multi-tasking?
  • and much more!

 

At the start of the show, I talked about how limiting beliefs and subscribing to these 7 myths will destroy your results. Next, we talked about the importance of working smarter, not harder if you really want to grow your business. We also talked about the dangers of incessant distractions, and how that makes you a beginner but not a finisher.

I also shared:

  • Why being the best marketer, not mortgage professional helps you succeed
  • The importance of delegation and empowerment
  • Why multitasking isn’t smart

 

There’s a bigger mindset that plays into success and there is a better way to run your business, but you have to embrace a better mindset first. If you want more income, you don’t have to do more work. If you want to succeed you have to become a marketer first before being a mortgage professional. Remember that leverage is the key to a higher level of success and you have to think about putting policy, procedure, protocol and systems in place that underlie everything you want to get done. When you shift your mindset, success becomes inevitable.

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How Brenda Dintino-Duran Broke Her Company’s Closings Record with 53 Closings in One Month!

Most people can only dream of having over 50 closings in a year, and our guest managed to do this in a matter of weeks! What are the components needed for this achievement to be possible? Why is mindset such a key part of this? How do you leverage your database? On this episode, Brenda Dintino-Duran shares the steps she took to close 53 deals in a month.

If you enjoy your business and you plan with purpose for that business, you’re going to be successful. - Brenda Dintino-Duran

 

Takeaways

  • You want to take advantage of your database when the rates improve.
  • Whatever you did 30 days ago is going to come to fruition now.
  • Stop chasing now money and work on building a database.
  • Cultivating positive thoughts is important in achieving success.

 

At the start of the show, we talked about how Brenda got into the business, and the puzzle pieces that need to be in place to achieve 53 closings in a month. Next, we talked about the importance of cultivating your database and the necessity of preparation, planning, and mindset. We also talked about the importance of laying the foundation for success and doing the hard work.

We also discussed:

  • How to cultivate a purposeful mindset
  • How to plan ahead for every day in your business
  • The mistakes a lot of people make and how to correct them

 

Brenda is a blossoming example of the epic power of sustained, proactive effort in cultivating a database and having a heart to really care about the client long-term. This kind of dedication will always pay off because it puts you miles ahead of the rest of the industry. Add a positive mindse, and you will be unstoppable, iconic and successful.

 

Guest Bio
Brenda "The Lenda" Dintino-Duran is a branch manager at New American Funding. Find her on Facebook https://www.facebook.com/brenda.dintinoduran or LinkedIn https://www.linkedin.com/in/brenda-the-lenda-dintino-duran-b98a5112.

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How to Put a $100M Team in Place with the Right People, in the Right Roles

 

A lot of businesses hit their ceiling because the leaders don’t want to hire and delegate tasks to other people. Why is it so important to leverage the talent and time of other people? What role should you fill first? How do you get a vision of what your dream team will look like? On this episode, I share what I’ve learned over the past 13 years about building a superstar team in your business.

 

It’s all about leveraging the time and talent of your team to take your freedom, income, lifestyle and leadership to another level. -Doren Aldana

Takeaways

  • Draw out your organizational chart. It starts with having a visionary picture of what your business is going to look like when it’s complete.
  • Decide that you will not accept anything less than a superstar on your team.
  • If your philosophy is “It’s only done right when I do it”, you’re going to be stagnant longer than you need to be.

 

At the start of the show, we talked about why you need to have a team, and how it will impact your life and income. Next, we talked about the importance of looking at the your business with the end in sight, and how not hiring an admin person will keep your business stagnant.

We also discussed:

  • How to attract superstars
  • Why people wait too long to hire people
  • Why you will need an appointment setter
  • How to add operational staff to your business

 

If you want to have a business that sets you free, something that gives you optimal lifestyle, income and leverage and something more scalable and valuable, you want to dial in a team and dial in systems. If you want to start building your team, cast your vision on your end goal. Look at your business as if it’s already complete, and think of the kind of people you want. See it in your mind before you see it in reality. The very first step is to hire a marketing admin who can help you drive revenue. This will change everything.

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How to Generate Red-Hot Buyer and Seller Leads that Don’t Come from Realtor Partners w/ Chris Reale

 

A lot of people in this business find themselves depending on handouts while waiting, hoping and praying for leads, with no control or consistency. How can you attract quality buyer and seller leads without relying on realtors? Why must you shrink your audience if you want your Facebook ads to perform better? On this episode, Chris Reale shares how dialed-in ads and strategic, automated follow-up will help you get higher quality leads.

 

If you automate the follow up and trust that system, you alleviate a lot of headaches. -Chris Reale

 

Takeaways

  • Why should you be diversifying your lead streams?
  • How can you leverage technology to make branding easier?
  • What are some common pitfalls to avoid when marketing on Facebook and other online sources?
  • and much more! 

 

At the start of the show, we talked about a huge problem people in the mortgage business face and the importance of diversifying your lead streams. We also discussed how to dial-in your ad copy, visuals and landing pages. Chris also talked about the necessity of strategic, automated follow up and how technology makes branding easier.

We also discussed:

  • Why faulty targeting will tank your ad
  • How the lack of adequate tracking affects your ad success
  • Why speed to lead is key  
  • How to add value to Realtors 

We’re in an age where technology is rapidly advancing, and if you don’t spend time learning this stuff right now, you’re going to go out of business eventually. Facebook offers many great opportunities for you to start generating your own leads without relying on the ones that come from realtors. It’s all about writing compelling copy, being visual, targeting the right people, and tracking. All of this will come together and help you convert eyeballs on Facebook into quality leads.

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