Art of Mortgage Marketing

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3 Secrets to Success That Separate the Top Dogs From All The Rest

The mortgage industry is faced with a lot of challenges that can make running a business turbulent, but there are always top producers who thrive and achieve massive success regardless. What success-unlocking secrets can we learn from these people? What are the signs and symptoms that we are doing things the hard way? On this episode, I talk about the three X-factors that set the top dogs in our industry apart, and how we can emulate their success in our own businesses.



Most people focus on doing more, top producers focus on becoming more. -Doren Aldana



  • We’re not in the mortgage business, we’re in the marketing business. To make a profound breakthrough in our businesses, we have to accept that we are marketers first and follow through by making sure it reflects in our daily activities. 

  • We have to work harder on ourselves than we do on our jobs. In order to succeed, we have to master a success psychology, which will then impact our results. 

  • Never invent, always improve. Don’t try to create something from scratch. If we emulate a formula that’s already successful we cut out a lot of pitfalls, and we get to our desired result faster. 


At the start of the show, I talked about how some people are always able to survive and even thrive through market turbulence, and how they manage to do that. Next, I talked about how ignorance isn’t bliss and why it brings nothing but struggle. I also shared why there’s a huge difference between doing mortgages and marketing mortgages, and the inner game of success most people are asleep to.  


We also discussed;

  • The importance of having a success identity 
  • The power of emulating and following a proven formula
  • Why we have to first become more if we want to have more


Many people look at successful people and think they have secret cheat codes that nobody else can implement, but we too can access them. There are 3 key things that separate the high achievers from the mediocre in this industry. It’s about focusing more on marketing and less on mortgages, cultivating the right mindset for success and emulating and building on what’s already working. Unlocking these secrets and implementing them in our lives will be highly impactful to our success, and profound and instantaneous in the transformation it brings.

The REAL, Raw Truth Realtors Won’t Tell You About Why They’re Not Sending You ALL Their Buyers w/Chris Reale

A lot of loan officers cold call Realtors offering "great rates" and "great service", and then wonder why it ain't working. That's doing it the HARD WAY. What should we do to become Realtors’ exclusive lenders? Why -- with all we have to offer -- aren't they giving us the time of day? How can we portray our value proposition effectively? In this episode, Chris Reale explains what makes a great value proposition and the importance of catering to Realtors’ needs in order to become their exclusive loan officer.



If you’re not getting business from Realtors, it’s because you didn’t do a good job of finding out how you can help them grow their business. -Chris Reale 



  • The two main reasons why we don’t become Realtors’ exclusive lenders is because they either have great relationships with loan officers, or we didn’t position ourselves correctly with our value proposition.

  • We need to be a value-added resource over and above what we do on the mortgage side because if we’re not getting business from Realtors, it’s because we didn’t show them how we can help them grow their business.

  • We need to be able to portray our value proposition effectively in order for Realtors to see its value because our job is not just being a good loan officer, but also a good marketer.


On this episode we discussed the real reasons why Realtors aren’t sending us business, and what we need to do to become their go-to loan officer. Chris Reale explains the impact our approach has on our business success, and how we should be adjusting that approach as well as our pitch in order to bring real value to realtors and grow our business.


We also discussed:

  • Why we aren’t becoming Realtors’ exclusive loan officer
  • Why great rates and great service aren’t enough
  • How to build and portray our value proposition

A lot of what affects the business that we get from Realtors has to do with mindset, approach, value proposition and taking the time to find out the need and then sell to it. We can position ourselves to become the exclusive lender of the Realtors we approach by really showing them how we are going to help them grow their business. When we build our pitch around what we’re going to do to cater to their business needs, we can build our Realtors’ business as well as our own. 


Guest Bio 

Chris Reale is a Real Estate and Mortgage entrepreneur from Boston, Massachusetts who founded and managed his first financial services company at the age of 24. He is the Owner of CJReale Consulting Services, and Co-Founder and Certified Massachusetts Real Estate Instructor of The Real Estate Edge. Chris helps Real Estate and Mortgage professionals scale their business with predictability by utilizing his Digital Agent Mastery Plus Consulting Program. His company grew from 1 employee to 30 employees with revenues of over $2,000,000, and funded over nearly $1,000,000,000 in residential loan transactions. Chris now spends his time as a digital and non-digital marketing consultant who helps Real Estate and Mortgage companies profit wildly through digital marketing. Chris' clients are some of the fastest growing companies in the U.S.

Why Working Harder and Longer Keeps You Stuck in the Struggle (and How to Finally Break Free!)

Most mortgage professionals agree that they’re spending way too much time working for the results they’re seeing. How can you break free from the endless cycle of working harder and longer? What’s causing you to stay in that cycle in the first place? On this episode, I explain the 3 big reasons why you’re staying in the struggle. 




Work on the business- not in a job. Parkinson’s Law states that we’ll use all the time we allocate ourselves, even if we’re capable of doing it in less. We need to be more strategic about how we use our time.

It’s important to stop believing we’re the only ones capable of getting it done. Having a scarcity mindset and thinking we’re the only person for the job ultimately makes us less efficient and takes up more of our time. 

We shouldn’t drain our energy by working harder than we need to. By overworking ourselves, we’re putting ourselves in a prison of our own making.


At the start of the episode, I discussed the harsh reality for most mortgage professionals: an income barely above the poverty line. I mentioned that because so many mortgage professionals are so focused on their income, they’re not paying attention to the unnecessary extreme hours they’re working. 


We also discussed: 

  • Leaving a legacy
  • Creating a business that thrives without us
  • How to stop being the bottleneck in our system



So much of our success in the mortgage industry comes down to our mindset. To truly make your mark on the industry, we need to be strategic with our time and believe that we’re not the only person capable of doing the activities in our business. We need to stop spending so much of our energy on the things that don’t serve us. We can double our efficiency while halving our hours.

3 Critical Skills Every Mortgage Pro Needs to Master for Success

Often, mortgage professionals don’t reach their full potential, purely because they aren’t following the right steps. What steps should you be taking to ensure you achieve the success you deserve? How do you go beyond lead generation and start converting more effectively? On this episode, I’m sharing the 3 critical skills every mortgage professional needs to master for success.



Remember: lead generation isn’t just about quantity. It’s about quality. -Doren Aldana



  • Lead generation is the first crucial step you must take to success. Make sure your leads are fruitful, and concentrate on quality over quantity.

  • The quickest way to give yourself a pay raise is by doubling your effectiveness in lead conversion. Learn the words that elicit trust, and assert your influence.

  • You are the source of your business and the results you receive. Focus on your own self-leadership and hold yourself accountable.


At the start of the episode, I outlined that it’s vital to master lead generation. However, I also mentioned that without great conversion processes in place, lead generation isn’t enough to boost your business. I suggested looking to Realtors for referrals, and shared how to connect with the top producers in the industry.


We also covered:

  • Cultivating success habits
  • Affirming your value and potential to yourself
  • The relevance of the people you associate with


Success comes from the effective habits you maintain over a sustained period. Focus on optimizing your effectiveness and strive for quality over quantity, every time. You’re capable of achieving greatness, but you have to believe that of yourself. You are the source of your success- it’s time to take the first steps towards your future.

How to Stop Chasing Realtors and Get Them to Start Chasing YOU! w/ Chris Reale

Let's be real: chasing realtors down and offering them rate sheets and donuts doesn’t work anymore. Those days are long gone, and unfortunately, a lot of mortgage pros see themselves as a replaceable commodity instead of a needed resource. What’s wrong with this mindset and how can we shift it? How can we bring a unique value proposition to agents that gets their attention and makes you their exclusive lender? Why do we need automation instead of doing it the hard way with cold calling? In this episode, Chris Reale explains how we can flip the script so that realtors need us more than we need them.




  • It’s good to offer great rates and great service as a loan officer, but they are part of being professional and it’s not enough anymore. We need to take one step further and help agents succeed.

  • When we help agents grow their business, we have created a value-added relationship with them that means they will want to do business with us. 

  • We can bring real value to agents by looking at their business, figuring out their pain points, and helping them grow in the areas that can get them more business.

On this episode we discussed how to get realtors wanting to do business with us instead of us chasing them for business. Chris Reale explains the importance of a unique value proposition as well as how we can help agents fill the gaps in their business, get them more deals and get ourselves more partnerships.

We also discussed:

  • Why offering great rates and service isn’t enough 
  • Why we should help agents grow their business
  • How we can help agents get more business


Most loan officers think of themselves as a commodity instead of a needed resource, but we can only become a needed resource by revisiting our value proposition and assessing whether it helps agents succeed. We need to shift our mindset and have a unique value proposition that helps agents grow their business. When we have something of real value to offer, we become an indispensable and strategic profit-producing partner for agents. 


Guest Bio 

Chris Reale is a Real Estate and Mortgage entrepreneur from Boston, Massachusetts who founded and managed his first financial services company at the age of 24. He is the Owner of CJReale Consulting Services, and Co-Founder and Certified Massachusetts Real Estate Instructor of The Real Estate Edge. Chris helps Real Estate and Mortgage professionals scale their business with predictability by utilizing his Digital Agent Mastery Plus Consulting Program. His company grew from 1 employee to 30 employees with revenues of over $2,000,000, and funded over nearly $1,000,000,000 in residential loan transactions. Chris now spends his time as a digital and non-digital marketing consultant who helps Real Estate and Mortgage companies profit wildly through digital marketing. Chris' clients are some of the fastest growing companies in the U.S.

How to WOW Top Dog Realtors into Making You Their Exclusive Lender

The mortgage industry is filled to the brim with hopefuls. How can you make sure you stand out from the crowd? How can you offer a ‘wow’ factor that separates you from those offering the same, run-of-the-mill services as everyone else? On this episode, I’m sharing how to wow top dog Realtors to become their exclusive lender.



You can’t afford to be normal or average. We are in the business of fascination and being extraordinary and remarkable. -Doren Aldana



  • Lead with unique value. Make sure you’re offering something different to the Realtors you approach. Inside their pain is your opportunity for gain.

  • Diagnose before you prescribe. Before you can offer anything to a Realtor, make sure you’re listening to their concerns. Then you can provide them with a tailor-made solution.

  • Diversify your activities and talents. Don’t rely on any one thing for success. You need to have as many skills to offer as possible. 


At the start of the episode, I explained why it’s crucial to have a ‘wow’ factor. I shared why you need to get out of your comfort zone and how you could go about it. I ended by mentioning that you need to implement the ideas. “Doing” is vital.

We also covered:

  • Creating a VIP program for your partners
  • Being the champion you want to attract
  • Why you can’t afford to be average


Mortgage professionals are in the business of fascination. It’s not enough to just offer partnerships. You need to be separating yourself from the herd and creating a phenomenal impression. Pay attention to what Realtors want and start devising a strategy unique to your abilities. To thrive in this industry, you need to bring something exceptional to the table.

Why Most Coaching Programs for Mortgage Pros Don’t Work

There are so many coaching programs out there, but not all of them are effective. Where do most programs go wrong? What should a great program be offering you? On this episode, I’m listing the 7 areas where most coaching programs fail.



You want a systems-based business that allows you to streamline your marketing and operations. -Doren Aldana



  • A lot of programs teach old-school, outdated methods to success. This means that rather than embracing the ease that comes with technology, they’re still making you take the hard way.

  • Coaching programs teach you how to put manual effort into your marketing. This makes it more difficult for you to ever step out of your business.

  • While it’s great to learn how to get things done, it’s adding another step to your process. Coaching programs should be doing some activities for you.


After explaining the first three ways most coaching programs fail their clients, I explained one key flaw: they’re not teaching mortgage professionals to be marketers. I mentioned that their focus on operational systems means nothing unless you have marketing systems in place.

 We also discussed:

  • Why one-trick pony solutions are a dangerous gamble
  • That a lot of coaching programs are not mortgage-specific
  • That far too few programs pay attention to your inner game of success


Coaching is extremely important, and even if you walk away with only one new piece of information, you’ve succeeded. The same goes for working on activities that require manual effort: they’ll take you farther than if you’d done nothing. However, it’s time for you to stop working harder than you need to. Small steps only take you a short distance. Join a program that allows you to go further without the extra work.

How Devon Peterson Tripled His Loan Production in Just 2 Months!

Many mortgage professionals wait until they hit rock bottom before they realize they need to change their approach to business. How can you prevent yourself from continuing to do activities that don’t bring you any success? How can you get to the next level without putting in more work? On this episode, the legendary Devon Peterson shares how he tripled his loan production in 2 months.



Don’t scale back your lifestyle to tell yourself a lie that it’s okay. -Devon Peterson



  • Quit having a scarcity mentality- approach real estate agents offering to help them and bring them business. You’ll benefit in the long run.

  • Raise your standards and refuse to accept anything lower. Tolerating poor results will only allow you to continue in the cycle.

  • Optimism can only get you so far: make sure you’re taking effective steps and not repeating the wrong steps.


At the start of the episode, Devon shared his background and explained why he decided to pursue a career in mortgage. After mentioning that he hit a slump a few years ago, Devon told us how he got back on track to create the life he wanted.


We also discussed:

  • Creating positive pressure
  • Keeping in mind your motivators
  • Why you need to stop worrying about the long run and just get started


Failing to meet your goals only happens when you’re not working towards them. The reality is, if you’re not reaching your goals it’s probably because you’re not putting enough pressure on yourself. The secret to success lies in your decision to work effectively and take things one step at a time. Your ability to get it done relies solely on you and your mindset.



How Jessica Swystun DOUBLED Her Production in Just 3 Months!

Most of the time, the only thing holding us back is ourselves. How can you stop making the same mistakes and surpass your self-imposed ceiling? How do you start taking control of your future? On this episode, Jessica Swystun shares how taking strategic action allowed her to double her production in just 3 months.



You just have to do the things on the list. -Jessica Swystun



  • Systems are non-negotiable if you want a successful business. Make sure you’re putting effective systems in place that allow you to manage everything properly.

  • Engage with the right Realtors. It’s important to build relationships with Realtors by sending them leads. Be sure to also screen them to make sure you’re sending clients to the right people.

  • Taking control of your business is crucial. Make the mindset shift towards achieving everything you’ve set out to do.


At the start of the episode, Jessica shared what led her to decide to want more. She then discussed how she started on her own, after leaving a major financial institution. Jessica mentioned how she stopped feeling overwhelmed and began the process of just ‘doing the things’.


We also discussed:

  • Knowing your skill set
  • Effective ways to communicate with your database
  • That working all day long means nothing if it’s not impactful

To be successful in the mortgage industry, you have to be intentional. It’s not enough to show up to work everyday. You have to be committed to taking the right steps towards success. Take control of your business, and implement systems that help you go to the next level.


Guest Bio

Straight after college, Jessica Swystun joined a major financial institution. After feeling like she wasn’t doing enough, Jessica made the decision to help people buy homes. Since making this decision, she’s joined the Mortgage Marketing Coach program- and has seen fantastic results. Jessica is an advocate for taking action for success, and believes simply ‘doing the things’ is all it takes to generating phenomenal success.

 To find out more about Jessica, head to:

 To join the program that helped Jessica double her production, head to:

How Jay Rodriguez Went from $1.5M/month to $4.43M/month in Funding Volume in Just 4 Months, Without Cold Calling!

No one wants to be mediocre, but a lot of loan officers allow themselves to stay in underwhelming positions because it’s comfortable. How can you stop allowing yourself to tolerate struggle? What will allow you to see real freedom? On this episode, success story and Mortgage Marketing Coach student, Jay Rodriguez is here to share what pushed him toward greatness.



Unless you have the determination, you won’t execute your goals. -Jay Rodriguez



  • Too many people tolerate struggling because they believe it to be normal. What you tolerate, you endorse. So make sure you’re not endorsing something that holds you back from greatness.

  • Focus on who you are, why you’re here, and what your purpose is. You need to have a keen sense of self and goals to be able to push through to greatness.

  • Stop thinking you have to do it all. If you choose not to build a team that allows you to step back, you’re doing yourself a disservice. By being a control freak, you lose all sense of freedom.


At the start of the episode, Jay shared how he got started in the industry. After explaining that he was overworking and staying in something that made him unhappy, Jay started talking about his shift towards building a business he wanted that brought him fulfillment and phenomenal success.


We also discussed:

  • The power of peturbence
  • Why you need to decide you must win
  • That you should be using technology to make your life easier

Despite the wealth of great technologies and the expertise of others, loan officers continue to complicate their journeys to success. The reality is, while it’s certainly not easy to achieve greatness, the ability to achieve it lies within ourselves. Stop telling yourself it’s okay to be mediocre: you can rise to the top. All it takes is work and determination.


Guest Bio

After seeing some success in the mortgage industry since getting his license in 2010, Jay Rodriguez believed he was in a reasonably good position. However, his burning desire for more sparked a passion within him to move on to bigger things. Since joining the Mortgage Marketing Coach program, Jay went from $1.5M/month to $4.43M/month. Today, he’s happier than ever in all aspects of his life and healthier than ever before.

 To find out more about Jay, head to: