Ep# 21: Getting Mobile Friendly In Your Mortgage Business

In today's highly competitive mortgage industry, building profitable relationships with real estate agents is essential for success. However, finding effective ways to secure agent relationships can be a challenge. With so many mortgage loan originators vying for the attention of real estate agents, it can be difficult to stand out and establish meaningful connections. Our new case study featuring loan officer Chris Cogill is a must-read. Chris has closed a remarkable 36 million in funded loans from agent referrals. And in this case study, he shares his proven strategies for building strong relationships with real estate agents and leveraging those relationships to drive more business. To get your hands on this resource, head over to LOKestudy.com and download your free copy of the case study today. You'll find actionable insights and practical tips that Chris used to close 36 million in funded loans from agent referrals and how you can, too. Don't miss out. Go check it out right now, visit LOKestudy.com and download your free copy today. Welcome to Mortgage Marketing Radio. Brought to you by the Mortgage Marketing Institute, your number one source for truth in mortgage marketing. Hey listeners, Jeff Zimper, your host of Mortgage Marketing Radio. Thanks for being here. Another great episode coming at you this week, episode 21. By the way, if you missed the last week's episode, go back and check it out. It's Katie Lance talking about how to get smart in social media. Okay, so this week, what are we talking about embracing mobile technology in your business? So my question for you is this, are you mobile friendly? Think about how much you rely on mobile and the expectations around being mobile friendly in today's world. And how can we get mobile friendly both from a consumer and realtor perspective? My special guests this week are Michael Keller, the president of Easy Mortgage Apps, who provide mobile solutions for the lending industry. And along with him is a client of Easy Mortgage Apps, Clint Morgan, senior vice president and chief lending officer of Ruaugh Home Mortgage. Now this episode is packed with ideas and concepts that are going to help you adjust and adapt not only your strategy for going mobile friendly, but actually give you tangible specific ways you can apply and integrate a mobile friendly process and culture in your organization. Again, as I said, both on the consumer and the referral partner side. And it's not just millennials who are active on mobile devices. You simply just today in today's world, you need to be mobile friendly. So with my special guest, we're going to talk about what it really means to be mobile today and how to embrace mobile activity in your business. And so a couple of highlights from today's session are number one, right, real specific ideas and how you can leverage mobile apps. What it means to actually truly have a native mobile app, what's the difference between a native mobile app and non-native and why that really matters, how to integrate mobile into your sales and marketing process. And you're going to get some really great advice from both Michael and Clint on best practices when developing and launching a mobile strategy in your business. As a matter of fact, a couple of other questions for you here is, what would it look like in your business if instead of receiving facts, notifications, and relying email exclusively, what if you could actually rely on a mobile technology to send push notifications to somebody, whether it's related to loan milestone changes, birthday messages, or really any push notification that you want to set up to happen automatically based on certain milestones or activities or rules that you put into place. That's just one idea that can happen with a mobile app and it can even integrate with your LOS, allowing for true automation, right? What about mobile capture technology? Imagine never having to request a fax for a condition or email, a condition request again, right? With a mobile platform like EasyMorgage Apps, what that platform can allow you to do is to take photographs of documents, automatically saved as a PDF and transfer them via secure, over the cloud. You know, no data is housed on your mobile device. So you've got compliance, you've got protection, and all those issues. How about realtor partners, right? How about communicating and keeping them updated on the loan status? That's often a handicap and kind of an area of weakness in the lending industry. Well, with a realtor portal in a tool like EasyMorgage Apps, communication is clear, it's effective, it's documented, right? And because it's all relying on the technology based on those milestones and rules that you set up where you can have the realtor receive the same notifications that the borrower may be receiving, and you can choose what the realtor gets for notifications or not. And the list goes on and on, right? Co-branding and so forth, company-specific branding, and so this can be a truly mobile friendly, great experience for you, from a company standpoint, and obviously deliver a truly great, easy, streamlined experience for your buyers and your referral partners. So I think you'll really enjoy today's episode. If you like it, as always, please leave us a review on iTunes, subscribe, and I hope you enjoy the show. So without further ado, let's transition into this week's show. Hey, Clint and Michael, welcome to the show. Thank you, Jeff. Hello, thanks for having us. Yeah. So I appreciate you being here. First thing, let's do this, because we've got two guests today. Let's identify each of you by voice, so we'll know when someone's speaking who that individual is. I will start with you, Michael, if you don't mind, from easy mortgage apps. If you wouldn't mind, for the listeners, just take a moment, intro yourself, who you are, and what you do. Sure. Michael Callagher, president of easy mortgage apps. And we provide mobile solutions for the lending industry. We are the longest 10-year out there of LOS integration. We are the only truly native solution for lenders to customize with us and become partners with us to bring the process mobile for our consumers, buyers, agents, sellers, agents, the loan officer themselves, and other members of the ecosystem they want to bring in. Awesome. Thank you. So, Clint, turn it over to you. Clint Morgan, senior vice president and chief lending officer of Rue Off-Home Mortgage based out of Fort Wayne, Indiana, primarily in Indiana, Linda the top lender in the state of Indiana with 140 loan officers through the various branches we have throughout the state I manage that team. Great. Well, I want to thank you both for being here. I know it worked for quite some time to get this together, three business schedules to bring together. So, let's get right into it. And I should point out, by the way, for the listeners that, Michael, I've got to give you credit because when you and I originally connected about doing this podcast, one of the things that you wanted to do was make sure it was relevant for the listener, whether you're a loan officer, you're a retail production manager, whatever. But you wanted Clint to be here because he's been a long time user of easy mortgage apps and it'd be relevant for him to speak to how he's using or benefiting from your product to help grow his business, recruit better, get better relationships with consumers and realtors out there. So, I just want to kind of set up the context for that and so, acknowledge you for having the foresight to think of that. Thank you very much. We often see these two types of views of a mobile strategy and one is to just check off the mobile box, okay, I have a mobile business card or I have an app I can tell people. And then there's what Clint has taken and really turned our mobile solution into and has been able to offer his loan officers and I thought for your listening audience out there to really understand what it means to be mobile and what it means to embrace mobile activity out there. Yeah, well that's a great place to start because when you hear mobile, friendly, all those types of buzzwords, there's a lot of probably perception about what that means and it's just like a mobile business card, that kind of stuff, but you guys obviously are doing way more than that. So, maybe if you wouldn't mind just talk about a few of the highlights of what your product helps a loan officer do in the marketplace and maybe that's better if Clint, if you want to take that one, how are your loan officers actually leveraging easy mortgage apps? So, we've found easy mortgage apps through a cooperative lender's one as we've found many vendors and like many independent mortgage banks we were looking for a mobile solution. We have primarily a purchased lender, 85, 90 percent of what we do is purchased and the vast majority of that is real through effort. So, we're always looking for ways to communicate with all those parties in the best possible way. So, we had already developed an automated email solution to notify the borrowers of how their loan was progressing. When we found Michael and his team and found how creative we could be with them, we started to mold and blend what we already had going with the easy mortgage apps solutions so that we could combine and maximize that mining communication with the buyer, with the listing agent, with the selling agent. So, what we do during the course of loan process on purchase transactions is keep the buyer abreast of how the loan is progressing and we narrow that down to key milestones that we want to kind of highlight and then in doing so, we do that through both email and then with the easy mortgage apps platform on the Rural Mobile Lab. We do the same, but the key component there is also adding the real through on both sides to the equation and keeping them in the loop as well. So, you're keeping, if I heard you correctly, it's about keeping the buyer informed and engaged during the whole process, right? That's correct. We use it primarily and again, we like it best because we're able to kind of vocalize with Michael and his team what we're looking for or where our idea is, the butt of an idea and build from that. And so, we primarily use it for files that are already in process. So, customer has already under contract and moving forward has an application signed. That's the first time that they're going to enter into the mobile app and every email that they receive, notifying them of how they're files progressing will also have download links for the mobile app because the mobile app can send push notifications along the way and they can interact with it as well, learn more about their loan through that service without having to be, it's integrated well with our LOS, which is encompassed, but it's not one and the same and there is some separation, we kind of like that. Yeah, and so, Michael, earlier, used the word called truly native and I'm not sure what everybody understands what that means, so could you explain a little bit because I think it makes sense to clarify what that does mean and from a branding perspective and from kind of a continuity of user experience, right? Exactly. And 98% of Dow 500 companies apps are native and what Clint's solution is is hitting the consumer buyer's agent, seller's agent immediately and giving them the roof off experience and to mirror and match what they're used to, you want to mirror and match what they're doing in their daily lives and those apps typically are Dow 500 companies and because they're native, we want to give them the same look and feel and you can tell the other one would be a responsive website, so it does look and feel a little bit like an app, but you can definitely tell its website E, that would be the word for it, whereas native solution is, you can tell when you're inside it, you're inside a real app, the biggest difference is one turn around time on your ideas because each is individually coded to the phone, you're talking a lot more sophistication on the type of people you need to hire to be able to build that. And some of the leveraging of the operating systems on the phone are the benefits of being native. One is security, you can always say that a native app is much, much more secure than the website you have resting inside your shell. In number two, the, again, leveraging native parts of the phone, we leveraged the calendar button, but I've noticed the fingerprint login is a world of a difference. What we're trying to do is eliminate any friction, and when I go around and see some of the passwords, these loan officers are putting in 14, 18 digits long, I say no wonder it can be a turn off to go in this app, or when you read USA Today and Realtors atop 20 apps and you realize how many they have, and if they have to remember passwords and they happen to set the hours as a long one, no wonder they're not going in. And if we can get real rock buyers, agents, sellers, agents, and consumers into the app, like Rua, 22 times over a 30 day period, that's because with the fingerprint login, it's as easy as opening up the app, applying your finger, and now you're in and you have a transparent look of just like Uber, where you've been with Rua, where you are now, and where you're going. So that's a fingerprint security, much like the iPhone has for functionality? Well, that's what it would leverage the iPhone. Okay, so it's using its native, okay, got it. And that's your point about truly native, obviously. Yeah, exactly. And you need to be truly native to give your consumers a near and match the behaviors they're used to in your long-term mobile solution, and that's what we want to be for Rua and other lenders. Okay, so just to clarify, I mean, I happen to have some familiarity with the term responsive design, like you talked about, I want to just clarify that for a second. What you're saying is that a lot of other mobile apps, let's say specifically to the mortgage space, because that's what we're dealing with, mobile, quote unquote, air quotes, apps in the mortgage space, aren't native for mobile, meaning, this is how I understand what you're saying is, your technology will adjust based on the end user's device, meaning am I on an iPhone or some type of an Android? Is that true? Sure. Okay. And so that's where that comes in different than your typical what you call mobile friendly, which is a responsive design, which all that does is reduce the image size or resolution of that website to be down to a mobile friendly screen size, correct? Correct. So when you develop, it's easier to start off with a mobile responsive. Yeah, it's quicker at all that, yeah. So I think the benefit of what I really want to kind of extrapolate from all this is the benefit to the end user, the experience, you know, and that's obviously a key part of how do you differentiate yourself today is what's that end user experience like? It is a much more user friendly, more streamlined user experience to have an in app, or I'm sorry, a truly native app design than a responsive design, right? Right. A user interface is like a joke. If you have to explain it, it's not good. Yeah. If you still got to like expand, like do the whole thing where you expand out so you can see it versus that. Yeah. So hopefully everybody kind of understands that when you're actually using a true app, right? It's actually built to be run on mobile, not just, you know, as that's kind of own extension of our website. Two degree. Just to correct that, the mobile responsive will expand and it will behave as close to what happens a website can. So it will feel like an app to a degree, but the user at the end of the day can tell it's not the same as their JetBlue app or their Best Buy app or another app Amazon app that they might be in. Okay. So it's a really cool app. You've spent a lot of time in money building it, which is great. Let's bring this back front and center to loan officers and, you know, how are they using this kind of a day in the life? So I can see, you know, obviously you guys will custom brand this. We do co-branding. That's always an interesting topic to talk about. Tell me about, you know, the co-branding aspects, how this works between L.O. and Agent, how would I kind of present this to an agent, you know, if I had this co-branded app, what does that mean for me that I can now do in the market wants to take that? We only go ahead with that one. We only have a couple of companies using co-branding and they really didn't start using it until we charged per realtor per month. And that was the only way they could figure out from a compliance standpoint how to have something tangible that where the realtor could pay for half of the monthly payment. Those companies that are using it are leveraging the realtor's IDX in it and allowing loan officers to promote the sharing of apps from real estate agents. Typically, a company will do more of the branding of the real estate agent based on the L.O.S. in that file. Once they go into process, a consumer will be able to log in and see that real estate agent that they're working with, buyers agent or sellers agent. And then the real estate agent knows when they refer business, they're getting the Uber like experience and they're also getting their contact information at the touch of a finger tip literally with the fingerprint log in to be able to be contacted, not just for the current deal, but for new business or new questions on future real estate transactions. Okay. Let me put this back to Clint, for example, for a moment. In the topic of millennials and everybody's talking about how they are so tech savvy and we need to meet them where they're at. So, do you have any kind of use cases from your team, your loan officers on how they're either leading with this in their sales processes or where and they integrate it into their sales process, if at all? Yeah, I definitely can. We use this piece as a one form of communication with our customers. If this is where they want to communicate with us, then we absolutely embrace it. It's fully functional. It works just as well as an email does for us or a fax machine does for us. It's not what we lead with always, but it's there and it's present during the course of their loan file. So emails are the primary line of communication. But if any point, it switches to text message, it switches to the mobile app that they want to use that to its fullest, we embrace it. But again, what we find is it's supplemental to the file because there's so many moving parts and because it's difficult to do the full transaction through the mobile app. What we find is that customers did download it. They did check up on a random Monday night at 11 p.m. that they wanted to make sure their loan was locked and when their estimated closing date was and who their listing agent was on the transaction because there's interaction there. And then when they finish the file, when they close it out and they get a survey on how we communicated with them, they rave about not only the email communication, keeping them abreast of how the file was progressing, but the fact that there was a good mobile solution. So we, as a company, when we were looking to go into mobile, took a look at several vendors that were out there and what they could do for us and how they existed prior to us contacting them. And what we liked about Michael and his team was just the customization of it. We already had a way. We already had a method, a working method to communicate with our customers. We wanted to bring that in a mobile friendly environment and we were able to do that and kind of make it our own. We mentioned a little bit about the company branding for our app, which would be downloaded on the app store or Google Play. You would search for a full mortgage, download the app and you'd be hard pressed to find where it was an easy mortgage product. It's very, very completely branded and even loan ulcers within our company aren't aware that it's done from a third party. And so we definitely like that. And again, from the real estate community side, email, again, primary method, as is for everybody, but a realtor that works with us often may have five or six transactions going. So we're keeping them abreast of how those files are progressing. But in the app, they've got the ability to log in and then every file that they're associated with whether it's on the listing side or the selling side, they can see immediately all those files individually and how they're progressing and where they're at. Yeah, see that's what I think is really cool because as a loan office, they're always thinking about how can they stand out, how can they differentiate myself, user experience, or using that word over and over again. And those are some definitely ways to do that because as I'm reading into some of the functionality, obviously the first step is get somebody to download the app. It sounds like as a loan officer, if I'm communicating with my client, my borrower, that's, as you kind of pointed out, that's going to be part of my talk track when I engage with them. How do you like to receive updates and notifications? Do you prefer email, phone call, in app, mobile? And so, my guess is that if there's an easy way for people to get, you know, simple in-app mobile notifications, you get a pretty high acceptance rate on that. Is that a fair amount? You do, absolutely. In fact, we don't even, we don't really broach the concept of the mobile app until they've signed disclosures and turned in their file. And so that first time when that application is submitted into our operations team, they get an email with the first update from Roof. They call them loan milestone updates and then immediately following, they get a separate imitation to what the Roof mobile app does and how it can benefit them. And so that's where we see a high download rate. And then again, as those emails come to them and we limit the communication line and that's by design. And that's partly by design with Michael's team is that we didn't want to, you know, we work with an encompass and there's 12, 15 milestones that may exist in a file. We didn't want to expose a customer to each one of those milestones. We wanted to use it at application when they were submitted to underwriting, when they're initially approved, when their appraisal is cleared, when they're clear to close. And then we recently added when the funds have been wired and as well as when the closing disclosures been received, the closing disclosures undertrade was a big piece of the puzzle of being able to kind of communicate with a customer and making sure that they're aware of the pieces around that and how that impacts the timeline for their file. And we leveraged the mobile app to do that. Yeah, that's really cool. So just to clarify, I know you said in Compass, Michael, you integrate with most of all the LOS is out there, all the LOS is all the LOS is great. And just to just follow up and Clint really deserves praise in this area and so does Ruof. But we used to rely on loan officers going out and telling their consumer about the mobile app. And the disconnect there was a verbal communication to promote or nudge a nonverbal action. And out of nowhere, Ruof started passing everybody first to 500, first to 1,000 consumers downloading it. And as he said, people actually in the process that are closing. And what it was was they were the first ones to really embrace putting the communication, the app existed within their current communication. And while we over 100 other lenders we work with were still a little bit hesitant to release it to their consumers out there, we were able to use the data from Ruof to the others and say, look, they're not even getting any support tickets. These consumers are going in every piece as we built it out and a lot of what the app is today is feedback from many different users of the app, many different enterprises we work with would ask for customized pieces or different ways to do it. But what it proved was the consumers are a lot smarter than you think when it comes to apps. They're in apps. They know what they're doing. If they need to hit the black back button and go back in, they will do that. And it really proved sometimes that people were so immersed in the actual mortgage process. They were overthinking some of the simple activity and the number one advice if you're ever going to develop your own app no matter what it is, is really keep it simple. And the more simple it is, the more that's the immediate expectation of a mobile user. And I think that's where that was an eye opening piece and why we're eternally grateful to Clint and Rue Offport saying, you know what this app is doing everything it's supposed to do? It's about a time we let everybody know about it. And the reward was the amount of downloads they have and they still leave the race and there's some big horses in there, but it's just, it's a complete mindset there in his communities, in his, in his areas where people must be associating not just a great service but seeing it through the app and track. And I think Tim, that's a great point. And Kudos, do you guys, Clint, for recognizing that I like the way you articulated that Michael is, right? Trying to drive a, a, you know, what did you say, not a digital action from like a verbal request, right? Where it seems to be a disc. A nonverbal, nonverbal reaction from a verbal request or verbal not. Yeah. So we're speaking into somebody's ear and saying, hey, go get on your phone and search the apps to, you know, all that, that's a real pain. But if it becomes part of a normal onboarding process, right, that makes it easier. But I think the bigger story here is there is a certain desire almost to the point of expectation. We're probably getting there now in the mortgage space where people are studying to have an expectation around mobile friendly, right, technology. And I think you're seeing that with the amount of downloads when people realize it's available. Yeah. We've always, we've always taught that you communicate with your customer the way they want to communicate with you. If they start texting you, you don't always return it via phone call. You don't always send them an email. You, you text them back, saying with a phone, if they, if they're calling you and you're trying to text them back, that's not always going to work. And so you meet them where they are and how they want to communicate. And we've, we've definitely embraced that. And like I said, I mean, there are other vendors out there that are kind of using mobile apps like business cards. And we could use it for potential prospects that we meet on a Sunday at Open House. And we thought about that and we even tested it. But what we found is that even though we've stripped away some of the features, because like Michael said, we wanted to keep it simple. And so when his team came to us and said, hey, we've got these 20 features. We said, that's great. I'm glad you have 20 features. But I only want to use these four because these are the four that are the primary pieces. These are the four that match up with what we're already doing. So there's synergy there that we can kind of build from. And so as we do that, and we like the way that there's not a lot of moving parts to it. We like the way that we build from a stable foundation if we want to build out from it. And we like and our customers seem to like that they're coming to it by choice. So it's on a mandate. It's not like you've got to use our mobile app to obtain a mortgage through our company. But it's a great add-on and it works well with the other systems that we have. The loan officers specifically here for the retail managers. I mean, we really tried to implement this from the top down. So it wasn't like we reached out to our loan officers and said, hey, we've got a new mobile app. You need to go out there and sell it on the street. It was, this is already integrated in. It's an available piece and we're going to sell it to the customers through our normal lines of communication. They like that. You know, loan officers are very difficult to get into separate systems, right? So if I've got, I've got to keep track of my prospects in this system and I've got to use my LOS for this. And I've got to use my mobile app for this. We try to remove all those pieces away. So it's just, it's there if you need it and it's easy and it's all synchronized. It's not something where you've got to keep different tabs on different things and different systems. Yeah, speaking of that, how are you tracking the communication that's going on between the LOS and the mobile apps? That all residing in the LOS? My life can speak to it, but yeah, so we basically connected the two together. So for compliance purposes, all that history is in the LOS in terms of what was sent and all that. Yeah, the mute app is, it records everything. So at the end of the day, you can have a PDF of every communication. We have the ability for loan officers to send prequals. I'll let the barbecue saver, but I did originate at one point in. Okay, there's got to be a story there of the barbecue saver. It's Murky's law. It's like a real, just know when you're doing something that you're really enjoying. And that's when they asked for a new prequal or a new pre-approval, you know, the words of change. But it was always seem to be when I was at a barbecue during the summer. And you have to go and leave and drive the right back. And the fact that we deliver it is incredible. But just the fact that that piece of technology is out there and wasn't available years ago is something, you know, the baffles mean not everybody uses. So what does that, what does that look like then? So I'm at, and by the way, that's a great reference because I've been there as well, you know, out of the barbecue, the kids party with Blurstay, whatever, you know, like, oh, I got to go prequal this, you know, this agent called me. So for an end user, I can definitely kind of speak to how that, how that looks and feels. So again, I mean, it's simplicity. So we're encompass users, whatever LOS you're using, that's where you're doing the work to run findings to make sure that something and to verify documents and to make sure that a customer is qualified, right? And like anybody, we've got separate pre-qual letters, pre-approved letters that we use. But within the mobile app, and this is really one of the only reasons that a loan officer in particular would log into the mobile app because primarily the users are the consumers, the buyers or their realtor. But when a law officer has access to all those files, they've issued a pre-approved letter maybe on a 2B determined house for a certain price. The customer has that in hand, the realtor knows they have that in hand. Well, now it's Sunday and they're narrowing it on a home. And the listing agent is requiring a more specific pre-approved letter for that home. So we've already done the work. We know from an LOS that we've got a customer that's pre-approved. It just needs to be a little bit more fine tuned as far as the letter. So we got with Michael and his team. We put our specific letter exactly as it exists outside of the app into the app. So a loan officer can log in, punch in some fields as far as the subject property address, the loan type, the loan amount. Again, synchronized to our specific loan programs within a compass that we use. And it synchronized really to any LOS and can both that into a letter on their app and then email it out directly from there, from the barbecue. Wow, that's cool. Saving and barbecue. And I also want to point out this is really underwear. There is a shift in society. I think the cable company's really the ones that moved it with on demand. What we have is two parts of our app. We have the push notifications, which are 17-second read, right? So you're going to get those pushes in 17 seconds that somebody needs a pre-qual, a pre-approval, whatever you would call it. But they're also going to know, or the consumer's going to know when you're issuing it. So again, we bring everybody, it's one industry where there's always somebody new in the transaction. Right. But uniform and how you communicate. And then two is the on-demand portal you have as an app. But it also results in behavior. So what, getting a turnaround of a day used to be okay. If that real estate agent sitting in front of that consumer in a real estate area where it's considered booming and is going to be bids on it, they want that in five minutes so that it feels like five hours and just a plug. If you're sitting there and you have to drive home, not only is that taking more than five minutes, but you maybe you're missing the baseball game or maybe you just don't look professional to that real estate because your turnaround time isn't as good as if you worked for Rua. So if you're in Indiana and you're missing out on all these great family events because you have to keep leaving for pre-approvals because you do a lot of purchase business, I think Rua off is a great purchase friendly mortgage company with great turnaround times where you're able to show inside the app, but he also gives you the tools so you don't you can be mobile and you can go out and get more deals and you can use it to go into real tarops and say, look, this is what I have. The other people are bringing in cups of coffee and probably telling you about fast turnaround times. I'm showing you how long faster I bet they don't have this. And that's the message we want is to say the times are changing and it's not just millennials. The average person in America regardless of being millennial unlocks their phone 80 times a day. So you're in front of them 80 times a day if you need to get them information. That's a lot more effective than an email. Well, that's a great point because when agents are interviewed, right, one of the top things they want from a loan officer is a variety of ways to say it's speed, right? Get back to me in a timely manner. And so that's obviously one way to do that is it's a great kind of story to tell when you're meeting with an agent to kind of point out those areas where you provide a higher low. Even though people talk about, you know, hey, great rates, great service. That's not enough anymore. There's some validity to that, but I think when you can actually demonstrate how you provide a superior level of service, I think that still does resonate, especially with this app like you just articulated there. It's really cool to be able to give that for many locations from wherever you're at. It's a well factor and anybody that downloads the app, so I mean, again, it may be a listing agent that we don't do business with presently, but they've got access just as much as anybody else. It's just our normal for partners do and they can see what's going on. And so when they're at the baseball game also and they don't even need the letter, they don't even need a pre-approval letter for that. But they get a push notification on the phone, their phone dings at them and they look down and it says the appraisal for 532 main street has been approved and cleared by real phone mortgage. I mean, that just shows up. They cleared off, they looked back up at the baseball game. Those are the kind of pieces. Those are the wild factors that we can use again, not a primary tool, not the main thing that we're using. We're still using individuals on the ground selling a great suite of mortgage products, but it's a great supplemental piece of the puzzle to let them know that there is some speed. There are some new players in the game in the mortgage space. I mean, with anything that we do, speed is important, technology is important, and efficiency is important. And so we used and leverage Michael's team in this app to be able to do that in a lot of walks of what we do. No, no, no, no, no, no, sorry, that's top three feedback from the app. Again, if Ruof didn't pioneer letting him know automatically, that might never have happened, because this is perfect for, we do deal with enterprises. So it's for an enterprise where you have a lot of loan officers that maybe do not aggressively call that listing agent on the first day. And if you're a listing agent and you've heard about the loan officer from Ruof, from a B&I, but you've never actually dealt with them. And you have $10,000, $15,000 commission check next month riding on that mortgage. And now there's an app where it's going to track and update you like Uber on where it's been, where it is now and where it's going so you can plan better your budget. Who wouldn't download it? And if you really are have great turnaround times and great service, what better way now than you have their attention, they're going to be logging in 22 times to show them how quickly you move. And most people that go to Uber don't go back to a taxi and it's not because of price or speed. It's because of that same effect that Ruof is now giving the real estate community in Indiana. Yeah, great points. And so I wonder if some of this falls under your realtor portal aspect of the app? Absolutely. And Clint can speak to how. Well, one of the questions, yeah, I feel elaborate, Clint, but I can see here I'm reading on the website that says Realtors are able to review and upload info on all loans and process. So I'm thinking, what are they uploading like purchase contracts or what are they doing? They can. I mean, all parties are in the same. So when you log into the app, whether you're a loan officer, whether you're a buyer, whether you're a listing agent, whether you're selling age, you're getting into the same transaction. And so you can openly communicate with just those individual parties, all of them with an upload of a document, survey, an appraisal that's authorized to be released. But it's important and it's important to us from the real estate community because it's not, the logins aren't mandatory, right? So they last October, they were referred to buyer to Ruof, they downloaded the mobile app just to kind of as a novelty they wanted to see what it was like. They put it down and they've used this for a while. And now they're a listing agent. And because it's on their phone, they haven't had the log in a single time. They're still getting those push notifications, telling them what's going on. And again, we're not overly communicating with it. We're not soliciting hard with it. But when it's relevant information is being pressed to them about a file that they've got. So again, we hit them when they need it most, when it's important to them. And it's kind of an underlying, you know, subtle sales approach to be honest with you. It's not something where, and that's why we have the customers downloaded when the file really starts moving. When it's in process and they hear the scary parts of, you know, I have heard from my law officer in two, three weeks, I don't know where my file is, I don't know what the next step is. I don't know what happens next in the process or what I'm supposed to do in the process. This is another way to be able to tell them and guide them along the way and meet them with where they want to be met. Yeah. That's great. Another piece is all of these portals. So you asked about the realtor, the on-demand, they have a calendar button. So they're able, if they do a four deals with grew off, they're able to go through that calendar. And if they had a family vacation coming up, they can plan it or the consumer, I think a big part of what we offer is the co-borrow can log in. So you actually have both parties engaged with you to help you get conditions or just to keep them, keep your mortgage process from becoming a friction point in their relationship at night. They don't have to argue with each other about knowing about the loan. They can go in and find out loan info or they can find out if they can book that camping trip that weekend or if they're supposed to be somewhere. And then also, it's the contact information. So even when you show up at a closing, you have a not-know-one of the borrowers names that you know at the game with an S, so you ever want extra referrals, the best way to do it. And they say, I could never run for governor because I'm not good with names. But a lot of people activity is that contact button on the closing day because loan officers and realtor are all going in and they're looking at it on the way in. So they know everybody's name and it becomes a big happy closing. Yeah. Listen, nobody ever has arguments during the home purchase process, do they? Right. Okay. So real quickly, you have the ability to upload documents to your mobile app with a touch of a finger. I love how that sounds. What's a real world kind of use case of that from anybody involved in the party? So for a buyer that's most often a loan officer contacting them and saying, we need a one more pay stuff or we need your ID because you never gave it to us. They've got a variety of ways to send that to us. But if they're users of the mobile app, they can click open their camera on their phone, snap it and then upload it into that piece and then it comes through to our system. Well, I liked that. That's very efficient. I'll add on it too because I was talking with Clint earlier and we'd love to come back on in early next year and let you know how this works and without revealing too much of it. With the recent phenomenon of Pokemon Go, which is really you go around with this tool which is your camera and you snap items, they happen to be cartoons. But if we made it more serious and I presented that, Lenders One, that's why it is such a great collaborative. It's where I make Clint. It's where you can bounce ideas and really get feedback for more accountability factor. So I said it does this sound goofy or does it make sense and the feedback was that if we can get conditions to the consumer and gamify it where they know what the top three turnaround times are anonymously and they can go for it with their camera and instead of snapping cartoons or snapping your paystubs or W2s or they're using tools as we're starting to work with other vendors out there. I won't mention any specifically but vendors that are similar to, you see the rocket mortgage on the commercial but they use vendors as well to get that information over. We want to create it and make it fun to get documents back and we don't want it to take two to 14 days. We want to take one day and so I'm going to be working with Clint who's a port thinker and a pioneer to take my idea which might be a little goofy and make it a little bit more serious and a little bit more actionable but I think we're both aiming for the same results which is there's no reason especially if you have husband and wife you have two people now questioning why the other person's slowing down. We want to make it like the greatest race is that the TV show where they work together to try and cross the finish line first. No, it's great. I can't wait to see that so we'll need a replacement for Pokemon by then anyways. People are going to be so I think over that's going to, my prediction of that is that's going to be a flash out really fast you know. And they made enough in the process. Very cool stuff. So in terms of like last things I wanted to cover here, I mean obviously there's anything else you wanted to highlight because Clint you mentioned that you stripped out some of the functionality of the service and the app because you wanted to kind of streamline it. Anything Michael that you wanted to highlight that maybe Clint's not using that might be of interest to other people? No, I think this was a great show and it was great hearing again how Clint uses it. And I would just say we handle all of the support on the support desk. So when you're consumers and you're real estate agents, if they can't get in over the weekend or need a password replacement or your loan officers have questions, it really is set up to be set it and forget it run through your LOS and regardless of if your loan officer is participating, we have no intentions of replacing them. We're just bridging the gap between their nonverbal and their verbal communication and that goes all the way to the support desk so that you don't have to put IT resources in, it can be the experience you were expecting when you thought of the perfect global app. I just like the fact that as you guys pointed out and it sounds like for every transaction you have, right, you've got different people in each of those transactions. But when they come into that app, it's an individual group communication going on that's powered by that app, which is great because that makes it simple to manage multiple transactions from a mobile perspective. Yeah, and I think to speak to your point about the fact of what we use and what we don't use in it, there's a lot of customization there. So we could theoretically be using the app for every prospect that we have out there. No files in the system, maybe you just met somebody so you can use this app to communicate with them or to keep up with them to use that as a calculator and those kind of pieces. We chose to focus it as he said more of like a progress bar as to what's going on and so we did that specifically with the files that we already had in process and so we elected to remove the prospect from the equation. Now that we've kind of stripped it down and mastered what we've got, now we can start to look to expand. So rather than being too much at once, we felt like we've got a good hold on it and we've worked with this team to figure it out and now we can look to expand and select various that we want. That's awesome. There's so many different great ways to leverage this from presenting to realtors and differentiating yourself there with being a mobile friendly lender and really kind of advanced and communication wise from a borrowers perspective, ease of use, streamline communication. It just goes on and on and I think we're hopefully making the point is that if you haven't gotten mobile friendly now, you better get on the bandwagon because the market is demanding it. You referenced Rocket Mortgage, Michael and so what all they're doing is increasing the expectation that getting a mortgage should be more simple. Not saying that it's push a button and you get a mortgage simple but the whole communication process should be streamlined and simplified and I think you guys doing a great job along with that. Before we wrap up real quickly, what is the process for somebody engaging with you, meaning? So what does an onboarding process look like if I'm a company, I've got a handful of loan officers, how long can I expect it to take to be connected to LOS and have this be ready? The amount of hours on the enterprises and is usually around three or four. It'll take about an hour, hour and a half for your LOS administrator and the rest would be a call where you go screen by screen and we give you best practices. You choose what you want out of them that you add customization of what you think should be in each screen and then we do all the heavy lifting and our turnaround time right now is between 30 and 40 days and if you're in this field, you know that the faster we get items back, the faster the turnaround, but it's generally from 30 to 40 days you'll be available in the iStore or in the Google Play as well. Okay, so and how would people contact you, Michael, to learn more about easy mortgage apps? Any directly, Michael at ema.com, it's a Michael at ema.com and if you mentioned this show, we'll take $500 off of the implementation fee. Nice, I like that. There's a surprise. Thank you. And also online, don't forget, it's easymortgageapps.com, that's APPS, easymortgageapps.com, if I'm going to go to the website. And once again, Clint, thank you so much for sharing kind of your customization, your experience with Michael and his team thus far and as you said, you clearly are a forward thinker. So if anybody wants to connect with you online somewhere, where would you like to direct with them? Yeah, so our company name is Ruof, it's a family name, R-U-O-F-F, two F's like Frank, home mortgage based out of the northern part of Indiana, but lending in all of the Midwest and beyond, Clint, C-L-I-N-T at Ruof.com is my email, email me directly and if you're interested in kind of what this looks like in the end result, I mean, go to the App Store, go to the Google Play Store and type in Ruof or Ruof Home mortgage and download this particular app. It's a free app and you can kind of see exactly what it looks like. Awesome. Mobile technology, get mobile, get engaged with clients, get engaged with realtors, you need to do it, check out easymortgageapps.com. I thank you guys very much for sharing your time today and for those listening, if you like today's episode and you want to reach out to either Clint or Michael, you obviously know how to do that now and if you want to subscribe to our podcast, don't miss any future episodes, you can do that via the link below in the show notes. We'll provide links to the websites and how to get connected here and please leave us a rating on iTunes if you like what you hear, download it so you don't miss any future episodes and once again, thanks for tuning in to this week's episode of Mortgage Marketing Radio. We'll see you on the next one, bye for now. Thanks for listening to Mortgage Marketing Radio, one more truth in mortgage marketing, get more free training and resources at MortgageMarketingInstitute.com. Hey guys, what's up real quick? You've heard about the Mortgage Marketing Pro membership before and I just want to quickly remind you if that you're in a place in your business where you simply need more purchase loans, you need to fill your pipeline with purchase business. Let's just face it, agents are still a solid pillar of business and sources of purchase business for you. Well, good news, our Mortgage Marketing Pro membership helps loan officers like you close more loans without the hassle of chasing agents or cold calling. Done for you agent classes, expert training videos, a marketing automation platform that automates the entire process for you, everything you need to build your personal brand in your local market, attracting convert agents into referral partners, plus done for you proven marketing materials and plug and play content to make promoting your class, getting agents, butts and seats, partnering with affiliates real easy, but that's not all. You'll also get access to our weekly mastermind calls with top L.O.'s authors, speakers and coaches to learn the best strategies to grow your business right now in today's market. And as an extra bonus for limited time for all new members, you'll get access to a database of 200 agents in your local market that have closed anywhere to from eight to 50 transactions in the last 12 months and we'll provide that list upload into our platform for you so you can get off to a fast start in reaching actually productive agents. So what are you waiting for? You can check out more at mortgagedmarketing.pro, see more of the success stories there. And if you feel compelled to do so, book a call, we'll have a chat, we'll see if it's a fit. Don't miss out on this opportunity to take your mortgage business to the next level right now. Head over to mortgagemarketing.pro.