Ep #30: Are You a Modern Mortgage Originator?

In today's highly competitive mortgage industry, building profitable relationships with the 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. Hey listeners, Jeff Zimper, welcome to another episode of mortgage marketing radio. I am so glad you're here. We have got a great guest for you today. I have admired and considered a mentor for many years since 2003, roughly, and somebody who's more recently become a friend and but is continuing to be a mentor for me because of his leadership and value that he brings to the mortgage community. And that is none other than my special guest, Dave Savage, the founder and CEO of Mortgage Coach. Mortgage Coach, you've got to have heard of Mortgage Coach. If you haven't, I don't know if you've been living under a rock or whatnot, but Mortgage Coach is a powerful platform that helps position you as a trusted advisor amongst your clients and referral partners and really provides a way for you to deliver information in a concise and understandable way that makes sense, particularly when you think about in today's world, mobile, digital, what is a modern mortgage professional? What does that look like? How do you adjust for the new world of people living and breathing on mobile and deliver a not a traditional mortgage experience, one of, you know, fee sheets and confusing printouts and PDFs, but one that's visually oriented of graphs and charts and one that incorporates video and makes it easy to consume, digest and share mortgage information and helps clients better understand as Dave calls it a total cost analysis, but does so much more than that. You hear about some of the new things Mortgage Coach has in the works and app that's really specifically designed for realtors and consumers, kind of the Pinterest of home shopping apps, if you will. So I'm just really thrilled to have Dave on. He shares with us a lot of his insights over 20 years in the business, best practices from mega producers that he's seen, what it means to be a modern mortgage professional and more. So enjoy today's guest with Dave Savage and let's get into the show. Hey Dave, welcome to the show. It is good to be here Jeff. Hey Dave, the pleasure is all mine. I know we were talking right before we hit record and I can't tell you how much I've been looking to this call because, I mean, you know me well enough now, not blowing smoke up your skirt. I have a lot of tremendous respect for you and think you've just done a great service to the mortgage industry for loan officers and I say that as a, you know, former user of Mortgage Coach way back in 2003 and I know you know that, but I chose to become a user of Mortgage Coach as a loan officer because I was looking for a way to differentiate myself both among realtors and my clients and position myself as, right, somebody who's knowledgeable, somebody who educates their clients and somebody who really wanted to present that high level professional looking presentation that really sets me apart from your quote on quote average or other loan officer that isn't necessarily going to those lengths. So if I hadn't told you that before, just, you know, I'm doing a, doing a bow and a namaste. Thank you to you. I've had a lot of speech in the mortgage industry and it's given me a lot of gifts and it's an honor to serve. Yeah, and I really get that from you too. I think it really shows up in just, you know, who you are and anybody listening to this who they've ever interacted with you or been around you, you know, listen to you on your Tuesday calls at Mortgage Coach. I think they get that and you've obviously had a lot happen. One of the things I want to make the listeners aware of, this is pretty mind blowing. You are coming up on your 20 year anniversary of Mortgage Coach, right? Yeah. No, it is mind-blowing. I can't believe it. It's going to be two decades. A couple of lifetimes. Right. It's really when you look at lifetimes, it's like every seven years, it's pretty a lot of change happens in one life. So it's maybe three lifetimes. And it has been a long and winding road a lot of those 20 years, I'm sure as the things you've had to go through and a pivot and adapt and personally grow, you know, just to survive and, you know, get where you are today. Yeah. No doubt. There was a period where it was, you know, start-up, slack, hobby company that sat alongside the mortgage operator and then, you know, a flourishing period, pretty meltdown. And then when I take the mortgage coach today, you know, coming out of the meltdown of 2007-2008, it's a very different company, so it's been a couple different iterations of mortgage training. Yeah. It is a very different company. And, you know, to that point, you've gotten a lot of recognition and acknowledgement recently, most specifically here with USA Today, selecting you, awarding you with the, you know, top app for real estate education, for loan comparison. And that's just, that's pretty awesome, man. So Kudos to that. Yeah. Now, it's been a good time. You know, I mean, within the industry, you know, there's obviously a strong movement to the digital mortgage. I think that plays very much to our favor within the industry and then, you know, consumer trends before using mobile devices to make better decisions, to communicate better, and to get transparency when you look at all the mobile apps out there that are giving that fraction of value, communication, transparency are big. And obviously, when it comes to getting into mortgage debt and, you know, buying a home, those are big deals. So yeah, these, you've put a lot of investment to be a great app for families and relatives. You definitely have. And I'm going to come back to that point about modern mortgage professional in a few minutes. But, you know, in preparing for this, this conversation today, there was a lot of questions and directions we could go with this. But I, one of the things that I felt was relevant because you've got such a long history, you know, 20 plus years in the business. And if people don't know your story, it's, it's kind of interesting. Obviously, you were a producing loan officer back in the day, 20 plus years ago. But I, you know, knowing your story, and I actually remember downloading your book that used to make available, what was, that was called the Art of a Referral, right? Yeah, that goes way back. Yeah, I think I wrote it in 2002. Yeah. And what people, if they don't, if they're not aware of it, then I find this just kind of interesting is so you chose, you got some, some, you know, training and coaching, I think that, that, you know, kind of made it clear to you that it was an important for you to pick a niche and focus on that niche and perhaps own that niche. And for you, that was CPAs and financial planners. And if I'm reading this bio correctly, you created and managed a database of 793 CPAs who referred you 252 close loans in a year, which generated just a 962K in commissions. Yeah. The only thing I would add is there were attorneys, so CPAs, financial planners, in attorneys, I think what I did, the white paper that I wrote was really focused on CPAs and financial planners, because that was a pretty deliberate way to do business. And then, you know, a lot of the CPAs and financial planners were not only referral partners, but they were science. So I mean, I had, you know, that bragging that when you looked at it, having that very time, you know, the most successful CPAs, the most successful financial planners and realtors, a very high percentage of them were clients of mine, and in addition to referrals. Well, so that, you know, leads to a question, well, how did they initially become clients? I mean, I was at aggressive sales guy. I mean, you know, if you, if you, if any county, if you live in, you know, like who are the top 15 CPAs in Orange County, you know, that was published in the Orange County Business Journal. I, you know, I don't live there anymore, but I assume it still is. And I would, I'd call them, I'd market them, you know, time, and I'd say Saturdays, I'd specialize in helping CPAs and their clients with their financial planners, but it comes to the mortgage. You ever have, clients ask you about mortgage decisions or buy a real estate boom, you know, let's talk. Now, there's a better way to do it that, you know, you know, at the end of the day, that's what I did is I targeted that segment and worked hard, worked focus, you know, adding good sales process. A lot of mortgage posts that, that was my, you know, it's a weapon. Well, back then, all you had pretty much was the phone. So when you say, there's a better way to do it. Can you elaborate a little bit on what you mean by that, or would you do it differently today? Well, I mean, I think over full calling is not the best way to be introduced to someone and be referred, which, you know, I think I've since, you know, read the power of who I am. I've been talking about the, you know, has taught me that, you know, make friends with people that you've been successful with and business with people that you try to control. I just, I just think you could get a lot of introduction to what a call calls not necessary. And then yeah, in today's modern media, you know, the word omnichannel, there's a lot of ways to communicate and reach out and text, email, LinkedIn, Facebook, and phone, you know. And to me, the phone is just one of five or six different channels in which you could, you know, being people, call people to me with prospects and fun. Right. Okay. So 20 years in the business, you know, at mortgage coach, I know you work with and have had some of the top producing most successful loan officers in the country advocates and endorsers of mortgage coach for many, many years. And I know you've seen all types of loan officers, you know, come across your path over the last 20 years. And I thought a relevant question for you because you do see a, you work, you get entrenched pretty deeply with different companies and so forth. So, you know, if anybody's got kind of like, you know, let's open the files on and take out, you know, what's the DNA of a successful loan officer who survives and thrives 20 years? Is there anything that, you know, you see as like consistent habits, patterns of beliefs that you've noticed over your 20 years of working with loan officers? Oh, yeah. I mean, there's definitely, you know, friends and, you know, listen, when I talk to a loan officer, and again, I kind of put them in risk categories and then I have a fourth category of it. You know, I mean, people that are top producers, you know, people that are, you know, four producers, I did core producers, people that are just doing core business. So, a top producers, anyone over eight months, you know, a core producers are, you know, Rita Seven and some of the struggling is, you know, rear-left lows. And then, of course, you have that layer above that where you just have to, you know, beware from hollow fame players to franchise players, people that are doing 20, 30, 40 loans a month. And obviously, there's people even doing more than that. But when you get to a top producer on a, you know, to a mega producer or a franchise player, you know, there is a level of energy attitude and confidence. It is uncommon. You know, they just, you know, who knows how much of that, I think most of that they had before they got successful. And that was the energy that created that level of success. And, you know, I've interviewed Jeremy for CA a number of times and his, his energy is just off the charts, you know, and his dedication to hitting the highest levels is off the charts. So, there's always, you know, call it the attitude and confidence factor. Now, you know, the other, you know, two things that I think are pretty consistent among all the best of us are communication. And I have interviewed people that talk elegantly and are just these polished communicators that are just like superhuman. And I talk to the producers that, you know, have a list that have each impediment that are introverts. And so, you know, when I say great communication, it doesn't mean their, you know, great public speakers are just the most eloquent sales person ever. It's just the people that are, you know, they're proactive in how they keep clients updated. They earn trust and respect the way they communicate with people. But, you know, just, you've got to have a very high level of communication skills to be the best of the best. And then, you know, when you get above eight loans a month consistently, you've got to great, have great processes, ways in which you consistently deliver exceptional experiences. So, those are my three criteria, you know, attitude, slash energy, you know, processes, communication skills, I've never met a top producer. But by the way, they didn't have two out of three, they had all three, two out of three does not get you and keep you hot top producer status. Do you think any of those can be learned or acquired? Of course, I'll, I'll, you know, to be learned and acquired. I mean, I think, you know, the confidence and attitude just, that one's probably the hardest because it just does take, you know, fire in the belly, you know, the intrinsic sort of thing that is, you know, but, but, but I, you know, I think you get a new chance every day, you know, every day you get to wake up and see, who am I going to be tomorrow? And every week and every month and every year, you get a chance to take it to a new level. So that was the hardest, but it's the ground. And then, processing communication skills, I mean, I don't want to say it's the easiest, but it really is to be anybody can have a great consistent process. And that's what led to the birth of mortgage folks was I had developed a process or what I called wowing a family at the point of sale. By the way, that's the name of the mortgage, the company that owes mortgage to, wow, to do that, Jeff, but, you know, that, that was my big epiphany, what I just figured that being successful was just as simple as, you know, wowing your customer and delivering advice and experience surpassing expectations. Yeah, so that's a good transition because I wanted to unpack a little bit about, you know, kind of your epiphany or I don't know if it was just a process over time where you started to realize that, you know, back then in the mortgage industry, there really wasn't the art, right, a tool to be able to create that wow presentation that made it easy for clients to understand their different loan options. And, you know, today, I know you throw around a term like total cost analysis, right, like, but back then there was no such thing. So, what was the, was that part of the genesis of it where you just, you started to notice that and you're like, man, there's got to be a solution and there wasn't. So you're, oh, let me do it. Yeah, so that, I could tell a long story, making a long story short. I mean, I had experimented, you know, I had my vertical experience financial planners, and I did have a realtor or two that I would, you know, recruit. Although, it was an easy recruit because I had, you know, a lot of self-sourced business. I was just like, hey, who's the realtor that wants to be hired to? You know, so, so I had tried everything from, you know, and you worked with me and you stayed a half a point and I was a broker. So I had come up with a lot of creative ways to say, working with me is a better deal. So I had, I don't want to go through all the difference. How do you do that? Sure, over the first three to five years of business. But I, I finally landed on my advice, you know, and it was something that I believe, what is the total cost analysis today was a process that probably took me more than a year but less than two years to develop where there's, you know, this all on one key to paper, there's options and then there's cost over time and then there is, hey, if you pre-page your mortgage by a little bit, look how much you could say. So the, the big idea of the total cost analysis is that it needed to be all on one piece of paper and it was, I could tell a financial planner, a CPA, a realtor, a family, my interface makes a difference. Let me show you. And there was about one minute later after I showed him and I spoke to this one page total cost analysis. They're just, you know, I mean, maybe they're say it out loud, wow, you know, or you would just see him kind of like, oh this guy, you can just see him, this guy's smart and I trust this guy, you know, and when people think you're smart and they trust you and that all happens at the same time, good things happen, you know, so that was, that was the birth and that was how it happened. And what did it look like back then? Well, the first mortgage cost, I think it needed an access. Well, the first mortgage cost, okay, so, prototype and then an access, you know, I mean, it was just a one page, you know, PDF, piece of paper. Was there any colors and graphs and charts or? Of course. You know, you know, it's just, you know, I mean, you know, the first mortgage coaches were floppy, you know, you had to reboot your computer two or three times to get it working and I mean, I think it was a 30 minute process to get it working. It's amazing that we ever told anybody how mortgage costs back in the day. Well, it's obviously come a long, long ways because, you know, you used the term earlier called the modern mortgage originator, you know, another one I like is kind of a next gen originator and that really speaks to this whole movement towards technology. The mortgage industry has really picked up and taken a hold of adopting technology for better efficiencies and so forth, right? The digital mortgage experience is one that I think is, I don't know, would you say it's real today? The digital mortgage experience? Oh yeah, no, I was at the digital mortgage profit. It's very real. I mean, it's not perfect and it's not seamless. There's still, you know, there's, you can create a pretty native digital experience for the family, but then behind the scenes, you know, it's not very, you know, it's not native, it's not clean, but it's pretty much, you know, I mean, the mortgage we, you know, we deliver great mortgage options in a native digital experience and, you know, we integrate with a lot of the industries, you know, the infrastructure and technology players. It's getting there and it's getting quick. You know, there were a lot of people at the digital mortgage conference last week in San Francisco, over a thousand and when I, when I think back, what it was like a year ago, going to NBA Tech and then this year, early in the year, NBA Tech was twice as big as last year and then the digital mortgage was twice as big. The technology is moving very fast and we are catching up with it. So let's, let's hang out there for a minute on this whole concept of a modern mortgage professional. unpacked that a little bit. What does that mean? Does, does a consumer today recognize when they they're working with a modern mortgage pro? They should or they're probably not. I mean, I, I think first of all, you've got to delineate a trusted advisor just a little after. Okay. I mean, a loan officer at the end of the day takes an application and conducts a transact, you know, and a trusted advisor is an educator, is someone that is a real advocate for the family to help them make decisions that build wealth with real estate. So, so first of all, I think, you know, what we advocate is don't be a loan officer, e.h. trusted advisor. And then that word you want to put in front of it, whether you want to put modern digital, I think, you know, using technology to communicate more effectively, using technology to deliver a more consistent experience, using technology so that families get it on their mobile app or they get it where they do life, which is on some type of a device. It just makes sense. You know, it's it's a time, it's a great idea. His time has come. So, obviously, I'm a believer of that. You know that already. And I'm such a fan of, you know, as I said earlier, how mortgage coach positions you as you describe, right? It's, this guy's smart. This guy's professional. He gets all the objections kind of melt away. And, you know, the, the, the rate sensitivity goes, but, but when somebody's presented with the option of, you know, okay, let's move off of the traditional fee worksheets and Excel spreadsheets and, you know, all that ugly text-based stuff. Why, why do people still resist that today? Well, I mean, first of all, change is hard for a human being. So, anything that's different than what they do today from a habitual perspective, that in itself is something that's actually the overtime. And then when it comes to going from being, you know, a rate floater, a pre-qualler to being an advice provider, you know, it's a, it's a higher level, I think, you know. And so, what I find is we can mortgage the, you know, clicking the mouse, inputting the field to create a total cost analysis, that's pretty easy. You know, and once someone's done it five or ten times, they don't stop, you know, the bigger hurdle is to, it's to get the loan after. So, we're at a values level. They, they're like, yes, I want to be a modern trusted advisor, and I want to have a higher level conversation in relationship with my client than someone who closes their loan. I want to be an advisor. And, and that does somewhat have to come from within. I mean, that's why I do the Tuesday calls. I try to bring in inspirational leaders that are incredibly successful at our industry. And if you want people to act differently, they have to think differently. So, I mean, I do that Tuesday call to get people to, you know, aspirationally see themselves at a higher level. I want to be a trusted advisor, not just an application. Well, that's the challenge. Do you think that if you're going to succeed long term, right back to that question earlier, the LOs you've seen over 20 years, if you're going to succeed long term, and if you do have aspirations of building, of becoming a quote top producer based on your guidelines of over eight loans a month, how important is it that somebody does make that mindset shift, that they're not just a, a quote loan officer taking an app, quote, an array. I'm actually a trusted advisor now. How relevant is that you think to moving up that ladder of success? Now, it's, it's never been more relevant. I mean, some trends that are undeniable in the call center, loan officer, and the number of transactions that are being done, either, you know, digitally highly online or through the file center has grown. I mean, a lot, right. It's, it's a very, it's the fastest growing market. And so that self serve. And, and if you want to differentiate, if you want to be a self-sourced loan officer who's getting families to like you, trust you, do business with you, and let's face it, you want them to do that business with you for life, you need to provide, you know, an experience. And, and you know, this old saying that good is the enemy of great. I don't think great is good enough anymore. But there's a lot of mortgage companies, a lot of loan officers that are great. Darren Hardy, who, you know, we do partnering with with the program called the same productivity. He's like excellent. Great is not good enough. You've got to be exceptional. And so being a trusted advisor, I think if you want to grow and want to foster, it's, it's a must. Now, I don't like to be that doob there to say for the loan officer that's relying on their country club relationships, and they've got many. I'm not saying you're going to go out of business in two years or three years. But I am saying that's not going to trend. That's, it's not the best way to grow. Being a trusted advisor, the leveraging technology is going to make your job easier, make your, you know, make you enjoy your job more. And you, you can really grow with that type of a paradigm. Yeah, you're definitely right in terms of the digital. I mean, obviously you mentioned that. I think I'm frock at mortgage and, you know, other companies like that will just continue to kind of, you know, peel away at the consumer who wants, quote, self service, who, you know, was focused on rate. Tell me this, then when you get in those conversations as a mortgage coach, and, you know, people are conditioned to rape, right, because of the advertising that's going on. How does a mortgage coach, trusted advisor, position themselves? I don't know if the right word is against that or, you know, in a mean to, to win that business, if you will. Well, I don't think it's very complex. And I've done a lot of interviews and top loan offers where, you know, the stripping that I'm going to describe right now, I, you know, there are a lot of calls, you know, recorded calls on how you do that. You search mortgage coach on YouTube. Josh Metal has done incredible stripping around that. Jeremy 4CA has, but I mean, at the end of the day, it always has to be the questions like, how old do you want to be when you're having this paid off? And then when they say, oh, I want to be 60, I want to be 50, whatever, based on the loan we're getting and how do you going to be? Usually there's a five to 10 year gap. That's a good question to start a press advisor's conversation. Or the most common question is, you know, how long do you think you'll have this loan? I mean, that's the question that every loan asked. But so they really don't do much with it, you know, they maybe that maybe based on the answer, they put a little more emphasis on a five year arm or, you know, maybe they put a little more emphasis on a 15 year, but they don't, they don't visualize it. So it's just, it's just asking questions that you're asking now. And then saying, you know what, I'm going to put together a total class of houses for you. I'm going to show you two or three options for what you told me are important to do. I'm going to show you how that will impact you monthly. I'm going to show you, you know, you mentioned that you want to move or be in a position to move up in five years. I'm going to show you how that will impact in five years. And you know, you told me you wanted to be debt free in 18 years. So I'm going to, I'm going to do the five years in the 18 years. And then I'm going to let you make the best decision. So the most part, it's having the same conversation you're already having. But it's just reading back their goals and then providing their options in a way that aligns with them. You know, it's so simple. Then I'm going to, I'm going to email this to you. It's a link. This is going to be your personal mortgage code or a total class analysis. And it was a prequel. Every time you, you different house that you want, I'm going to update that. And it will just be live. This will be like your, your mobile app so that when you're shopping for a home, as it changes, I will just update that for you. And then you can look at which loan serves your goals. So I hope that helped. If you want to hear actual loan off the set, you know, check out one of our, one of our videos that are YouTube channel. Yeah, absolutely. That is a great source. The YouTube channel for mortgage coach. And also while you are listeners might be writing that down, the other resource to check out is the calendar at mortgage coach. You mentioned the Tuesday calls. That's mortgagecoach.com, Ford slash calendar. You can get access to everything you're doing there. It's a great place to see what's coming up for calls and all that fun stuff because you are providing a lot of great content. That Tuesday call in and of itself is like a, you know, a weekly top producer coaching call where you peel back the, the layers and dive into somebody who's, you know, doing, you know, 30, 40 units a month in some cases, you know. Yeah, no doubt. My goal with that call every Tuesday is to be the mortgage industry best sales meeting. And I'm fortunate in the fact that we've got such a big network of top producers that there's not a lot of people that I invite to that that don't pick me up. You know, I mean, I had Dave and Empty last year. Right. Simon Sinek last year. I have Darren Hardy once a year. So it's either a top producer or someone that's an inspirational leader or author. So we, you know, we just kind of get you to think differently. You know, be an advisor. Don't just be a loan officer, you know, think at a higher level. Yeah. And I think if you know, you're, let's face it, if you're competing against the, you know, those, those companies like the rocket mortgages or others who, you know, are trying to drive that sort of self-serve option and they got big dollars behind the advertising. You have to have a way to position a differentiate yourself. If it's not relationships, obviously you've got a referral from a real estate agent that doesn't guarantee you're going to get the business. But real quick, Dave, I know we've only got a few minutes left. But how do you see your mortgage coach users leveraging mortgage coach to position themselves to capture attract and capture real estate agents? Let's say they don't have the agents yet. Let's say, you know, I'm a loan officer. I got to hit the streets and go get some agents. How do they do that using mortgage coach? Yeah, no, it's a great question. There's a, there's a whole interview, you know, five realtor strategies by the Gaylord Handsome team, which just rushes that question. But at the end of the day, it's about storage. You know, we do meeting with a realtor and you're either explaining strategies around how you're going to help create urgency, whether that's versus own or a buyer moving up, to be able to position yourself is not just someone that just prequels each word and gets good loans, but to say, hey, you're for someone to meet, I'll create urgency. If it's the first time a home buyer, they'll want to go for running the owning factors and ever after I show them a total cost analysis. And then you show it to them. If you specialize in helping families move up into bigger lifestyles and bigger homes, I'm going to help let that out for your family so that they see the value of moving up. And and you, you know, you just you just explain your strategy for like 15 to 30 seconds and then you pull out your mobile app and you walk them through and you use it to to bring that story or strategy to life. So, you know, I like to call it most of our training story selling, but it's where the total cost analysis app is a prop to help you be more compelling and deliver more value. And I mean, at the end of the day, if you've done it right, the realtor is going to go, whoa, that is how I want that's the extension of my sales process that I want. Now again, we're not a matching pill. You know, it's not an essence match between you and the agent or the, you know, you still have for work to do to break the low if you were not this magic bullet, but there's no doubt it gives you an edge. And it's key to differentiating yourself. Yeah, absolutely. I think you made a good point there. That's an extension of that agent's sales process. Just that continuity of assuming you're working with a professional agent, that continuity of professionalism and, you know, they want to deliver that really wow factor experience. It's no better way to do it than mortgage coach. So you show agents that and they're going to be, as you said, right, blown away. Plus, in the fact that when you are sharing the total cost analysis with your prospective home buyers, I'm just making our listeners aware of this, you know, the great thing about that is you can basically link up your realtor every time, right, one of those clients, one of those buyers is opening the the total cost analysis. I mean, everybody gets notified when somebody's actually viewing that information. So it kind of gives you that real-time visibility into how engaged are these people. And so you can better understand, right, what the follow up should look like and all that kind of stuff. Absolutely. The more you can be an extension of the realtor sales process and the realtor can visually see that's possible. You can say, hey, I'm not like every other loan officer. I'm a modern trusted advisor or whatever language you're going to use. And then just say, let me show you. Yeah. And then when they refer you a home buyer and they get back a link where, you know, that link is to a video and a grasp of charts around why they should buy your home realtor's like that. You know, I mean, it's something that's a lot of that. Yeah, absolutely. Well, awesome. So we're almost out of time here. But so obviously we're at the end of 2016. What's on deck for you for 2017? Anything you want to highlight or talk about? I know you've got, you know, different apps kind of in the works and all that. Yeah, no, we're really excited about 2017. You know, continuing to give the mortgage to community of loan officers an advantage in the marketplace. And realtor's are, you know, the heart of referrals. So we've got an app called MyNet that we're launching on behalf of our mortgage cash partners. And, you know, think of it as a real estate camera, you know, not home search, but home shopping. You know, what a family's out shopping for a home, you know, they, you know, they're almost like Pinterest for a home buy. And they're out looking for home, take a picture of that home, take a picture of the bedroom, put it all in context and share it. So we're going to create tools and strategies to help mortgage cash loan officers differentiate and add more value to written. You know, that is 2017. You know, biggest focus is innovation with real estate agents from the mortgage cash perspective. Awesome. That's great. Yeah, I've seen that app and I think I've got to tell you it's cool. And speaking of agents, that's definitely another great opportunity to connect with agents, position yourself and add value. So I can't wait to see that kind of, you know, really come out in a big way in 2017. Yeah, no, it's exciting. For those of you that get, you know, pay attention to the kind of marketing that goes out for real estate agents, we've got a number of speakers in the real estate space that are going to start shouting out mortgage codes from the stage to realtors. We're going to be advertising in the real estate space. And we've got to, you know, the email address of, you know, the top 1% realtors in America. So we're going to be building that brand. The goal is for the real estate agents to be going, hey, why don't you want to put my family not getting a total cost analysis? We want, we want to drive that conversation. So the folks that are on the team, I think you're going to shine brighter than ever. And the loan offers that aren't on the team. Hopefully you'll, you'll see the light and you'll get over on the mortgage code. That's awesome. Absolutely. So for anybody listening, who wants to find out more about mortgage coach, they can obviously go to mortistoachcoach.com. You mentioned the YouTube channel, which I just saw this stat. Is this, is this true? Over 400 interviews you've done so far? It really is. I remember coming out of the meltdown, I realized I needed to be close to the trenches, closer than ever. And I also really enjoy it. My best friends are, you know, mortgage executives and mortgage top producers. And so every Tuesday said, I don't know, 2008, I interviewed someone amazing. So it's, it's hundreds. Wow. That's awesome. And I know those are great calls. And it's so, so diverse. Because I mean, you know, one week, you'll, like you said, you'll have Darren Hardy on, you know, obviously not that frequent, but then you'll have obviously top loan officers. But then you'll bring like a subject matter expert in such as, you've got, was a Christian mess really coming up? She's the kind of the millennial expert. Now that, you know, this is the deep story. I, this is her next generation later. And she has an app report, you know, 2017 greatest real estate apps. And I had her on the call to, to just talk about all the different apps for families and realtors. So yeah, I'm always, anybody that I think is going to give the mortgage coach loan off for competitive advantage, that's who's on the call. Yeah. And I guess the last point about that, you know, this is probably just personally, this is coming up for me because I know, you know, millennials can tend to be put in their own category. But it's like you said earlier, where are people living today, right? They're living on their mobile devices. And so for you as a mortgage professional, to be able to deliver that mobile friendly experience, it's not, I've got to, you know, let me email you this PDF and I got to open it, print it out and all that kind of stuff, you know, the, the streamed line kind of real time mobile friendly experience that you guys are, are delivering out there. I, you know, I can't imagine who wouldn't want that as a, as a client out there today. Millennial or not, you know? Oh, yeah. I mean, the only difference between the millennial and, you know, Gen X or boomers, the, you know, the millennials are digital native. You know, they, it's a little more natural for them. They can, they can do more on that mobile phone faster. But I mean, who is not living on their mobile device? The majority of folks have the MLS in their back pocket or their purse. And it's, it's, it's not a millennial trend. It's a social trend. And so I think as a, as a professional mortgage leader who wants to fill it, we all need to do better with how we do technology in mobile. Absolutely. So once again, to find out more, to get access to some of the great interviews Dave has done and is doing youtube.com slash mortgage coach or if you just want to check out the calendar mortgagecoach.com slash calendar. And for those that are listening and don't have more mortgage coach yet, what do you suggest Dave? I mean, other than, hey, go to your VP of production and tell them to invest in mortgage coach now, aside from that, I mean, do you, do demo or what? Yeah, so go to our website and we, you have a, a request for demo and, you know, Jeff, it's an honor to be on here and if anybody else call wants to, you know, reach out personally, feel free to email me at Dave at mortgagecoach.com and we'll make sure we roll off the red carpet point. Awesome. Mortgagecoach.com has a lot of information in our calendar and feel free to email me for the red carpet. All right, last question because I know you're an avid reader. You mentioned a book earlier called The Power of Food book by Bob Bodine, but any particular book that you are reading or podcast even that's, you know, really standing out for you that you just have to talk about. Well, I mean, there's two. I mean, the three-motorship by Jocco willing is just really special. Now, you getting up at 4.30 in the morning now? Okay, but I mean, what an incredible book and an interview, you know, three-motorship of Jocco and that I did earlier this year is incredible, right? So, but, you know, I just got some Ferris' new book, you know, Tools for Titans. Oh my gosh. Incredible. You know, I got it, I got it on Friday and I spent a couple hours with it this weekend and I mean, it's a really special book. I think 700 pages. It's crazy. I mean, it's a crazy body of work. So, I mean, I think that might be the book of the year. I just got it. It's just, it's got all, I mean, here's another guy who's just interviewed so many amazing, successful human beings and he's a really interesting character himself. And so, it's a, it's a pretty special book. Yeah, I was listening to Tony Robbins podcast the other day where Tony interviewed Tim and Tim really dives deep into what that, to those listening, it's not 700 pages of a novel, right? It's to your point, Dave. He interviewed well over 200 people and he's great at breaking down and separating the parts and elements of, you know, what makes them a high achiever in one category, a great or a great parent or a great chef or a great business, you know, person or whatever it is. Tim's great at, right, analyzing that and breaking it down and then even gives you the various tools and resources or habits and rituals that they use. And so, right, you can start to glean some of this and perhaps add it to your life. Thanks. Yeah. Yeah. And by the way, it's tools for typing. Nice. Check it out. Check it out. Well, Dave, once again, thanks so much. A lot of value for today for today's listeners. I am, you know, just such a fan of you and what mortgage coach is doing. So, um, thank you once again, sir. Virtual bow. Right on virtual bow back. A chance to tell our story. I hope to hear from the folks who just look forward to our next topic. You bet. And for listeners, thanks once again for tuning in to mortgage marketing radio. If you like this episode, do us a favor. Give the gift that keeps on given. Give us a review of thumbs up on iTunes, subscribe on Stitcher. Make sure you don't miss another episode and look forward to seeing 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 purchased loans. You need to fill your pipeline with purchase business. 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