Art of Mortgage Marketing

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Branding Yourself vs. Utilizing Your Company’s Brand


Many mortgage pros make the mistake of using the reputation of the company they work for as a form of branding. What happens when we leave a company and we’ve built our entire reputation based on theirs? How do we make our brand “portable”? And what comes first: lead generation or branding? In this episode, I talk about the advantages of branding ourselves and building our own reputation.



You build your reputation through repetition. -Doren Aldana  



  • Branding consists of the associations we make in our head when we think about a certain company.
  • When someone works with us, they experience our expertise, so it makes sense to use ourselves as the face of our brand—not the company.
  • If you want to stand out, it’s okay to be polarizing in your marketing. You can’t please everyone, so make your voice strong enough to have people either love or hate what you’re saying, but never ignore you.


In the beginning of the episode I talked about what branding is, why we should be the face of our brand, and how can we avoid sending out a diluted marketing message.

I also covered:

  • Why we shouldn’t use the company’s CRM or send materials unbranded
  • Why branding is a byproduct of successful lead generation
  • How focusing on doing what we love and delegating everything else makes our business more successful


Branding is not excellent customer service or fair rates. Branding is the product of the lead generation and lead conversion process. When we do a great job, people remember us. Because of how competitive the market is, covering the bare minimum no longer cuts it. Instead, we have to find ways to make our business stand out by bringing unique value to the table.


Building Your Business the Easy Way vs. the Hard Way


We all want to reach our goals in the fastest, most enjoyable way possible. How do we find the easiest way to success? What are the dead giveaways that we are working too hard and getting too little results to justify our work? Most importantly, what can we do to make the switch from the “hard way” to success to the "smart way"?


If you aren’t moving forward, you're going backwards. There is nowhere in between. -Doren Aldana  



  • Nothing has meaning inherently. We give everything its meaning. If we could think about what happens in our lives without adding negative connotations to it, our lives would be much easier. 


  • Don’t neglect your database in the name of immediate profit. Ask yourself what you’re doing on a consistent basis to nurture the leads that might bring business in the future.


  • Many mortgage pros make the mistake of waiting too long before they contact a lead. We can be experts when it comes to selling, but our response time needs to be strong as well.


In the beginning of the episode, I talked about the negative emotional suffering we put on ourselves unnecessarily, and the risk we run when we stop leveraging our database. I also covered how being slow when contacting your leads can send us down the slow lane of success.

I also covered:

  • How to stop making friends and attract business partners
  • Why we get distracted and how to relieve the pressure in our lives
  • Why the trajectory of our business (upwards or downwards) is the biggest diagnostic tool for us to find out if we took the hard or the easy way

The biggest diagnostic tool you have to figure it out whether you’re doing things the hard way or the easy way is to look at the profits of your business. Is your business growing? Is it decreasing in profits? There’s no stagnation in business. Once you stop growing, you are already moving backwards. As a result, you need to take action right away and identify where you could improve in your business to raise your income.


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


  • 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.


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



  • 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.


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  



  • 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 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.


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



  • 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.


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



  • 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.


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



  • 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


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.



  • 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.


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



  • 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 or LinkedIn