Ep# 59: How to Create Simple Videos that Capture More Agents and Convert More Clients

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, it's Jeff Zimper, welcome to this week's episode of mortgage marketing radio. Hope you are having a great week, a great day whenever you're checking in on this. So my special guest this week, I can't wait to introduce you to him, we're talking all about video and how to integrate video into your overall realtor experience and your former experience. But before we do that, in case you haven't heard, we recently reopened enrollment into a very popular program called Get Powerful Presentations. So let me ask you a question. Here we are approaching the end of 2017. When you're listening to this, it's probably the end of October. Where are you at with your realtor relationships? Do you have the right agents on the bus? Do you need more agents on your bus? Do you need a better process, a better system for attracting, capturing and converting the right agents to referral partners? If you're following the old traditional methods of cold calling door knocking, begging, chasing, buying, sharing leads, paying for leads, which more often than not, doesn't lead to profitable partnerships and you really want to position yourself unique and different in the marketplace. How are you doing that? Well, may I suggest you go check out GetPowerfulPresentations.com. What is that? It is your done-for-you-turn-key agent-class system. The biggest challenge I think most law officers have in teaching agent classes is one, they don't know what to present. They have typically the mortgage financing 101-203K programs, the condo programs, which all have their place, but if that's all you've got, right, that's a pretty, pretty weak bench and agents don't get as excited about that kind of content as they do content that deals with problems they're having and their business, right? What do they want to learn? They want to learn how to be more successful as a real estate agent. They want to learn social media, marketing, digital marketing, apps and tools and tech that's going to help them in the business, how to get more engagement online, how to get started with video and things like that. So that's where GetPowerfulPresentations comes in. As a matter of fact, if you want to hear a recent story of one of our students who came through GetPowerfulPresentations, you can listen to podcast episode number 57, where Brandt's store who's up in Washington State hosted his very first class. He followed the system in GetPowerfulPresentations and now he'll get this, okay? He got two loans and made $6,000 in commissions from teaching his very first class. From an agent who didn't even show at his class. He had no relationship with his agent before, but because he followed up, because he was professional and the agent was apologetic that she missed the class. He was still able to set a meeting with her and get together and share some of the content from what she missed. And she thought that that was so awesome and valuable. She felt all of a sudden reciprocated, compelled to want to give back. And that's an amazing thing what happens when you show up as a go-giver versus a go-taker. When all you're looking to do is add value, amazing things start to happen. Things get accelerated. Trust is built, right? Relationships are forged. And that's exactly what happens when you get engaged in teaching agent classes. Now, there's resources, there's ways for you to go out there teaching agent classes, CE credits and all that kind of stuff. But if you're looking for a quick turnkey done for you package that you can simply plug and play, then go check out GetPowerfulPresentations.com. It's exactly what Brand did. It's exactly what other loan officers are doing across the country. You'll read their stories on the website and we'll also provide for you in GetPowerful Presentations everything you need to be successful. From planning your presentation, the tools and resources to use, to promoting, that how do you deliver a powerful presentation, most importantly follow up. But that's not where we end, right? We also deliver for you three done for you PowerPoint slide decks, scripts, helper videos, to walk you through presenting your presentations, right? So if you imagine what it cost you to have three different done for you turnkey professional presentations done for you, it would cost you well over a thousand dollars. I've done that for you and I packaged up three of them. And the topics include, for example, getting started with video marketing or millennial marketing for real estate and more. So if you want to check that out, go check it out. We include some hot seat interviews, some shareable ebooks and checklists that you can share with agents and updates to the content for life. You're going to get started with three turnkey done for you PowerPoint presentations, templates, videos of me narrating the class, speaker notes, handouts and more. Go check it out at GetPowerfulPresentations.com. It's only open for limited time. We're going to shut that down as we reach the end of the month here. So now's the time to get going, get in front of law of large numbers, more agents, right? And close out 2017 strong and enter 2018 with a good tailwind at your back on some momentum. All right. So back into our show this week, Michael Regan, up in the Bay Area of Petaluma, California. Michael for 2017 is tracking over 60 million over 100 units. And when I saw him speak on stage at the Top Duck and Sales Mastery event, literally took two pages of notes in the short session that he had. He does so many interesting, cool, leveraged things with video, a couple quick examples that you'll hear on the interview. One is he has, how would you like to create a predictable referral process when an agent refers you to a potential buyer? Usually that can often be a broken process. They don't necessarily have the right language, then maybe they do the three card thing. I don't know. But here's the thing. You have an opportunity to add tremendous value to the agents when they refer you. You'll hear Michael unpack how he does this with creating a video for each specific core realtor that he works with. So this would look and sound like, well, you'll hear Michael talk about it, right? But imagine a video where the agent simply can send an email with a link to your video that edifies that the client has made a smart choice in choosing the realtor who's referring you. So a couple of comments on, hey, I'm so glad that you've chosen Michael Jones as your realtor. He's one of the best realtor in town. He's a member of this and that and it's definitely professional and so forth. So imagine how the realtor feels the fact that this video is coming to their client, that they're referring to you. And the first thing you're doing in the video is you're selling the value and congratulating him on picking that agent, agents love that. Now will every agent go for that? Probably not. But we're talking about going deep for going wide. This is what Michael and I unpack and in other videos you'll hear that Michael uses in this process. How about in all the various milestone stages in your own process, right? From hey, we just completed your application here is what you can expect next. Here's things not to do. Don't change job. Don't buy a car, right? Things like that. So what's cool is Michael's got this all kind of built out and architected out. So he creates this five star borrower experience and a five star realtor experience. And that's what separates you from the price shoppers. And that's what's going to keep you successful and relevant as technology continues to expand. So check that out. I'm a share of links in the show notes to Michael's videos that he's got on YouTube and other places. And then of course what's interesting is Michael and I go kind of deep on how do you actually identify which agents you're going to go deep with and those that you aren't. Now I told you Michael's business for 2017 over 40 or 60 million and over 100 units, 80 percent of that comes from just seven agents. And so you'll hear exactly how Michael identifies the right agents to work with the process he goes through and what that whole relationship that trust building process looks like on a day-to-day week to week to month and month basis, how he adds value to real estate agents and how he's able to just work with only seven core agents and yet generate over 80 percent of just $60 million and 100 plus units in volume. So with that said, I hope you enjoyed this week's episode. Let's get into the show. Hey Michael, welcome to the show. Thank you very much Jeff. I appreciate it. Thanks for having me. You bet. And I know we both got Friday hats going on. So it's kind of casual Friday. I love it. Appreciate you making time. So listen, here's the back story for those that don't know. I was recently at the sales mass re-event, Todd Duncan, and saw you get up there and talk about video and what you're doing with video and I was blown away because I'm a big proponent of video and I'm always pinked in, if you will, pinked in video, but a lot of officers are reluctant to do it. And I'm curious if you had that reluctance and what got you over that? Well, so no, not I didn't have that reluctance because I don't, I guess at the base I don't really care. It's one of those things where it's just like you are what you are, right? You go out like right now. I go out to the, you know, drop my kids off that kind of stuff and people see me as I am. So if they like me, they like me, if they don't, they don't, it is what it is. So that stuff doesn't worry me. It's more of, can I help someone? Can I get my message out and can I make it more efficient and really make the experience different? That's really what I'm focused on. Not the other thing. I don't get worried about that. So for me, it was not a big deal. Yeah, because the common thing I hear and I'm sure you for this, I don't like how I look on video. Yeah, and I don't know many people that do. I mean, and especially like we're not wearing makeup, you know, you see these movie stars and they, yeah, and they've got, you know, tons of makeup on and all that kind of stuff. So of course, you're going to look perfect. But I mean, realistically, you know, people see what you are and we're dealing with the community, right? We're not on the movie screen. We're seeing people out. So a lot of the people we're talking to probably know us or they've seen us before. So it's not something to get worried about. Well, the other thing too, which is I like about like how you and I look today. Like you said, it's like this is who we are, right? I mean, people, they're not, they're expecting that, right? They're not expecting. Well, let me say this and we'll get to your like promo video. But there's a time in a place to be polished and professional. Totally. But if we're just talking about one to one communication and just like being authentic and in the moment, you know, that's what people are okay with, you know, no, and that's the thing is my leak guys always give me a hard time because like where we were in Puntamite for one of our retreats and the whole week, I'm in short to flip flops behind shirt. And so when some of them saw me in my suit, they're like, wait, I almost didn't recognize you, you know, that kind of thing. But there is a time, you know, when I'm out in the community at certain events and I'll volunteer, I'm going to be in my shorts and my flip flops, right? I'm out there for a cause. I'm not out there to sell myself. I'm nothing. I'm there because I'm passionate about what I'm doing. But if I'm meeting with a client or I'm doing broker tour, I'm meeting with an agent, you better, you're right. I'm in my suit. I'm dressed up. And if I'm doing a professional video, you know, for a client, I'm going to be in my proper attire. But, you know, something else, you know, if I'm just volunteering, that kind of stuff, doing something like that, then just be who you are. So you've been an originator for how long? So I started in a wonderful time in July of 2006, just as the market was starting to crash. It was awesome. And my wife got me into business, so yeah. Wow. Okay. So you've been, you know, made it through. Why did you start using video? Realistically, so my degree is actually in radio and television. And I was an anchor reporter for an NBC affiliate right out of college. That's what I did. Yeah, no, I love doing that. And it was one of those things that when my dad got sick at the time, they didn't know I was wronged them. And so I actually moved back from where I was, moved back to the Bay Area to be with them because I'm the only child. So I took care of my dad. When he got better, it was like, well, I'd already resigned from my position because obviously I needed to take care of my family. That's always come first. But it was one of those things. Well, do I go back to a small market and started again? And at that time, I met my now wife Patricia and she said, you know what? Just give loans a try because she had been a processor and just started getting into her originating then. She said, you know, just try out loans. Give it a try and see how it goes and, you know, if you don't like this, you know, do what you do. But, well, I'm here, you know, all this time later. So yeah, it worked out pretty well. It's weird. You know, they say it's like once you get in the mortgage business, it's hard to get out, you know. Super hard. Super hard. Absolutely. Especially once you have kids really hard. Yeah. And if you enjoy serving people, right? Totally. Yeah. Totally. Because it's a great opportunity to serve people in so many ways. Oh, yeah. No, I mean, you get to make a difference in people's lives and then you also get to have to do so much good because most people, if they work nine to five out of town and then they come back home, they're tired, they don't really have much to do with their community. They don't get to know people. But with my job, I'm in the community all the time. So I know what's going on. I know the people. I know how I can help. I can actually help. It's amazing. Yeah. Absolutely. Yeah. All right. So when did you start doing video? How long ago? Oh, that's a good question. I want to say like 2011, 2012, because I use a flip cam. Oh, flip. Yeah. Uh huh. Yeah. No, I started using it. Pioneer. I just started. I was like, well, my base is, how can I give information out? People would send out these mailers and these auto things, emails and all that stuff. And it just people got inundated with them and didn't care about them. They didn't read them. So the impact was nothing. So I said, how can I be different and do something that I already know? And so then I said, you know what? I'm going to try out the flip cam. And I initially actually started using video by doing video tours for my core group of agents. So they would get a house and I'm like, hey, why don't we just shoot a video tour? And so I started doing that. And then I said, well, why don't I do it for myself and start doing updates and giving my agents once a week an update of kind of what's going on the market? I'm not just with rates, but just overall home sales, pending home sales, you know, things that are impacting the market. Why don't I do that once a week? So I would get up. I got a tripod, a wireless lab, a layer mic, you know, the flip cam. And I would just shoot a weekly video. It took me forever to do believe me, because yeah, I was standing up in my suit. You know, I didn't have a green screen, so I was doing that kind of stuff. But I did that as a weekly update. So that's where it all started and then it just evolved from there. And where did you share that video? Was this online back in the day? Yeah, YouTube. I mean, well, we're still posted on YouTube. Yeah, just on YouTube and I would send out, you know, here's the weekly update. And I started getting traction from there because no one else was doing it. And I'm in an area where, you know, where a small market, I mean, pedal almost 60,000 people. You have two really big originators in this market. And it was one of those things where I needed to do my passion. And I found that my passion made me so different. And so my business was grown even though there's another nationally, you know, known person in town in a small area, my business kept growing. You're talking about who I think you're talking about. I don't need to name names as an awesome guy, but I'm just saying he's in my town, right? And so most people, when they see me, they're like, wait, pedal almost got 60,000 people and you've got two kind of, you know, up their originators. I mean, granted, he's in another stratosphere, but I'm just saying, the point is is that that I, my passion made me so different and people got that and that's how I was able to grow my business. And there's a lot more to it than that, but the video really was my passion. And that's why I instituted my business. So yeah. Okay. So let me break it down. What are you using for video right now? How do you, how do you record your videos and what does that look like in an average week for you? Yeah. So totally. So I do two different things. So my weekly updates now are done totally different. I use screen capture. I use like Camtasia and I'll just do a screen capture. And now I do a weekly update where I'll go over, you know, again, same kind of concept where what's going on the market, what's causing, um, you know, existing home sales, pending home sales. What are you showing when you do that? Graphs. So I use graphs. I actually get graphs of like the job from from KCM or KCM because I subscribe to KCM. I also subscribe to MBS Highway, right? Right. Very heavy. So I get a lot of my graph charts, information from there. And so I just go over it. I mean, I'm literally, I have my presentation put together and I go over and that way it was doable because when I was filming them, like a person, you know, stand up shots, all that. It had to be during the right time. I had to write the scripts, um, you know, there was a lot more to it, a lot more editing. When I do the screen capture literally Monday morning after I get back, that's the one thing I guess I do work on on the Mondays, but when I drop my kids off at school, I get back. I do my presentation. So I go over what the market is doing, all that stuff, and it takes me about five minutes. And then it's really simple, cut the ending beginning, posted on YouTube and then send it out to my core group of, you know, my referral partners, um, so that whole process takes about 30 minutes. So that's one thing I do every single week. Okay. Um, so that doesn't stop unless there's, you know, like we had the crazy fires last week. Yeah. I wasn't shooting a video that week for obvious reasons. Yeah. Um, and then the week I was a sales master, I didn't either. But generally, I'm really consistent on those videos updates every week. So that's, that's one thing. So screen capture. Okay. The other one I'll do is then I'll just use my phone, right? Use my iPhone. Put it on a tripod. Right now. Right now. Yeah. Yeah. Right now. So I'll put it on my iPhone on a tripod, wireless, lab, a little mic, and then go and record. Um, and I'll record whatever I need to say or do edit it and then send it out. So I don't typically have a particular topic or, yeah, it depends. It's, it's one of those things like, um, uh, so you saw sales mastery, the, uh, what I called the big head video, kind of probably what it looks like now. Um, that one was shot strictly on my iPhone with my wireless, I sat down on the office wrote the script, really shot it done. Yeah. That was that was that was the milestone. Like, here's your praise, though, here's no, that was what I'm not to do. Yeah, yeah, yeah. Yeah. Yeah. But that was the thing with the agent. They're a cross cell agent video. Remember that, that was the middle one. There was the promo video, the cross cell agent video. Yes. Yes. Yes. Talk about that. Yes. Go ahead. Yeah. So the cross cell agent video, that was shot on just iPhone, wireless, lab, a little mic, and tripod. And not too fancy, but still very good quality, very acceptable. Yeah, yeah, because you have the mic. I mean, make sure you have a wireless or, you know, mic, because if you don't, it doesn't work. Well, and you learn this from your degree and like the two best things to help you with video are good lighting and good audio, which I don't have good lighting today. Or the audio. Yeah, but I mean, yeah, no, but I mean, that's the thing is that it's one of those things where you make sure the video is of solid quality. You know, if it's shaking too much or all over the place or you can't see anything, then forget it. Just make sure it's solid and make sure your sound is good. And then a wireless lab layer or even wire cheap, wired lab layer, like, I was your audio problem. So it's, it's not that complicated. And they sell all that on Amazon as you know, you know, totally super cheap. Yeah, exactly. All right. So let's go back to the realtor video you mentioned, because that's one of the things that really jumped out about what I saw you doing. So the profile thing we'll talk about in a second, because that's the professional all about the Michael Regan team. But I really see so much opportunity for us to leverage video the way you demonstrated that in one, the borrower thing, like the video you did, which let's talk about that first, which is, okay, you just took an app, you know, or your team took an app and now they're going to get a video from you. So and a series of videos. So take us through that. Yeah. So basically what I want to do is just to start with the concept is I wanted a way to number one, make the experience different from clients, but still have that type. Because I think a lot of people will get too into technology and forget this business at the core is belly to belly relationship based, right? So that is my core belief is that it is a relationship based business. But I also wanted to give a client a great experience. So I figured instead of having a 20 minute conversation with the client every time, like say, an appraisal's order, that I shoot a video that explains each step of the process. So like when we take an application and we submit it, we're going to send an update out to everybody to let them know, you know, we submit the application. Appraisal's been ordered. But we get used to in our business of, you know, okay, appraisal's order. We know what that means. But something as simple as that, a first time homebarter. I mean, really, I found that they don't know what they don't get it. They don't know what it means, which is cool. I mean, they don't do this for a living. So what I did is I put the video together to explain what's going on. So what do I mean that the loan is submitted? What does that mean? What does it mean that the appraisal's ordered? And I let them know what this means. And then also what the next steps are. So and so then they're fully informed. They're comfortable. They can watch it whenever, however, you know, they want. And as many times as they want to feel comfortable. And the cool thing about this is it gives them that service because they're seeing me. So it's not like they're just getting an email. They're actually seeing me in the video. And then also it's one of those things. Instead of having a 20 minute conversation about what is an appraisal in your loan submitted, it frees me up to do more because I'm sending that video. They're getting all the same information. And they're getting that they see me, but I'm not having to explain myself 20 different times. Yeah, that's awesome. And I also know in that particular video, if I'm correct that same video, you talked about here's here's what not to do during the loan process. Like don't hold the new lines of credit. Don't change your job. Yes. Well, it makes it easy for us, right? We get so busy sometimes. Yeah. We forget the small details. Right. And then all of a sudden that happens. You're like, oh man, I forgot to tell you when you actually take the time to craft those scripts when you put that video together, you make sure you don't forget anything. Well, it's like, so then yeah, I mean, you're, you're obviously both of us are disciples of Todd and high trust him. And then one of the things I remember he talked about in there is what's, what's, you know, creating a five star experience and what separates you from the competition. It's the experience your borrowers have and your realtors have. And I believe you also, when you're talking with realtors and you're mapping out what's, what's it like to work with a Michael Reagan team? You're also articulating this process that you give their clients. Oh, yeah, absolutely. I mean, that's the whole thing. When I meet with an agent, I have a presentation that I go through with them to show them exactly the experience that we put our clients through, but also that puts them and how we bring value to the business and the whole presentation put together for that. But yes, I absolutely shown that process. And that is why I copy them into all those emails to even the initial like, here's your needless email that then has the link to about us, the promo video essentially. But I always copy them into it because they may be an agent I don't work with. And so they're seeing exactly how I'm doing something that's totally different than anyone else and bring value, bring in that connection to the client and experience. So am I hearing that correctly like the back to that process? It's the first video. It's like, okay, your appraisal has been ordered. Are the buyer is agent listing agent getting that video also? No. So this is where I'm different from some of my, some other people is that there are people that'll send updates to the listing agent. I don't and I do that more for privacy client because I've seen it kind of go nasty where you give the listing agent too much information. And then when they go to negotiate, then I'll send a listing agent. It's like, no, I know all your information. There's no way. So I'm, I err on the side of caution, is that I only keep buying agents. It's seriously, I mean, but it is. It's one of those things I never want to be the reason why a client didn't get something or put them in a bad position. So I explain that to my agents and they get it. But I do not send that to the listing agent. The only thing I send to the listing agent in terms of the video is I will send them. There's a congratulation, a congratulations video at the end. When we fund, that I'll send to them. But otherwise, no, I don't keep them. And that's up to between them and the buyer's agent. I stay on that. Well, I'm curious why we're on the topic. And this might be off video for a second. But do you have a cross-sell process for listing agents on a transaction? Totally. Yeah, you know, because the first thing we'll do is, you know, when a client sends an offer, we're going to give that listing agent a call and say, hey, you know, we've, we pre-prune, you know, do the whole kind of script we have with them and get to know them a little bit, just so they feel comfortable. So we will do that. And then after obviously throughout the process, it's going to go great. We're going to actually close that deal and they, they can see that part. But the end of the transaction, they get the congratulations email. Or excuse me, video, but then I also send them, always send them a handwritten card. And then I put something in there, you know, some little something in there, but I always send them a handwritten card and then give them a call after the transaction closes. So I do do that. Are you trying to book an appointment with the listing agent afterwards? Well, see, this is, that's where my business is a little bit different. So I don't go out of my way to book the listing, the appointment. What I do is I'm more of a, everything I do is long term. So I will always have a long term mindset. So when I get to know them, if I liked how they, the transaction went, and I think they would be a good fit, what I do is I'm out in the field. So I'm, I don't take loan apps. I don't sit in the office. I don't even have an office in my office, right? When I go into my office, I go to the conference room. It's either to meet with an agent or it's to, I'll set my laptop down real quick to work, otherwise I'm out in the field. That's my job is not to sit in the office. But part of that is I'm going on broker tours. I'm going out to offices. I'm going to see people I'm involved in community events. So generally, most of the agents I end up seeing somehow some way out just and about, yeah, out and about something because I'm around everywhere. So then if there's someone I want to know, I'll get to know them. Interesting. So, but I'm more selective. Yeah, I like that. You're being so, so if you have an experience with a listing agent on a transaction and you sense that, hey, this, this person is really professional, right? And then you maybe do a little, maybe already know who they are. And you're like, you know, I don't really have a relationship. You'll choose to pursue them based on your perception of, yeah, you want to work with them. I do not work with anybody. They have to be a good fit with how my team, my model works. And they have to, you know, they have to get what I'm doing because I can add a ton of value to their business and bringing a lot more business to them. But they have to buy it. And so, and they have to be good fit. We all have to work together. I like to do short work of people who you're going to fight with all the time. All right. So I'm going to stay on this off video track for a second because I think people listen to me want to know. Um, so I'm looking at the numbers from sales mastery. It said for 2017, you're tracking about 100 units. Is that right? So I already did. I mean, they always did in August. Yeah. I already did a hundred various. No, no, no, no. Well, my thing is because I mean, you know, um, this year at end of August, I was like at 42 million. I probably been right near, granted these fires kind of threw things in a loop. But I should be near about 60 million in production this year. Yeah. Wow. And over a hundred units, obviously. Yeah. All right. So when somebody hears, hey, I'm never in the office. I'm just out and about meeting agreed and, yeah, you know, people are like, wait a minute. How the hell do you do that? Huh. Yeah. So it's a combination of a little bit of luck, but also it's very systematic. So one thing is I work with my wife, yes, um, it's so, no, totally. Or maybe not, you know, it's right, depending on, yeah, you're right. No, if I sat in the office with that, it might be a different story, you know, but, um, but no, is one of those things she started as a processor. So she kind of has that underwriter and processor mindset, but she also has a good salesperson, but we're different when we were both loan officers. So she started the business before I did and she got me into the business. So we realized at some point and it was about 2009 and we said, you know what? I hate doing paperwork. I hate it with a passion. And she didn't like going out and going to broker to her, you know, doing all those open houses and all that's not what she wanted to do. So we said, why don't we combine forces and we're, because we weren't working in the same company, you know, with each other at the time. Oh, okay. And we said, we were working at different companies. Um, so she said, why don't we, you know, we've talked about a long time. We said, you know, we got to make this work. I know it's not probably, you know, in the end of 2009, it wasn't a great time to, to go out on your own and essentially form your team. Well, we said at this point, we're either going to make it or we're not, but we need to do what we're passionate about. She is awesome on the paperwork, underwriting all that. And she's great meet with clients where my strength is going out in the field and just bringing in business and the database and the video, marketing, all that stuff. So we finally formed the team. And so that came together was, um, so it was, it was really March of 2010, is when we actually completely formed the team, all that. And we did, since then, I've not taken a loan application period. How does that process work then? How do people take, you know, what's the, take us through that? Yeah. So basically, what it is is, so she handles anything client-related. She's going to handle. So if, um, we've, all of our agents, we've trained that they call Patricia, not me. If they need business development, if they need database up, but they need marketing ideas, that kind of stuff, you call me. If it's client-related, you call Patricia. And that's just all our agents just know to do that. And all our marketing and a lot of stuff, I give both of our phone numbers, but if I ever have to, I always give Patricia's first. I mean, that's always the one that I want them to call. Yeah. It's not like I won't talk to clients, but I do not meet with them and I don't do that application. So that's Patricia's job. Okay. So Patricia does all that. I mean, basically, she handled everything for a number of years until recently, as a production has grown. She handled everything. So she would meet with the client. She would do, you know, free probals, submit that, make sure those through with the process are all that kind of stuff. She dealt with that. And then I would go to the signings at the end. I always go to my signings. I think that's very important. Interesting. Okay. So it's one of those things that's hard how we did it. Is she handled everything back in? I handled everything in the front. And we stayed out of each other's ways. Do you, when you say you go to your signings, do you find, I mean, depends on I guess what your goals are for your business, but is there a scalability concern there? Yes and no. In terms of, yeah, I mean, at some point it gets a little crazy. But this is a thing for a lot of times. That is your excellent. You've got the agent, the buyer's agent and the client in the room at the same time. They're happy. They're excited. And you make it an awesome experience. And we try to have as many of our signings as possible in our office. And we make it a whole experience from their name and the elevator to we have gifts. We have their name on the big screen and all that kind of. So we make it a real experience for them coming in. And it's really cool. And we do a lot more to, I mean, we do more than that. But we want to make it a really fun experience. But it's my, it's my final time to really glue with that with the client. And also to show the agent, remind them what an awesome transaction it was, you know, how great it was, the experience that we bring to them and the client throughout the process. And it really ties it all together. And there's some clients. I mean, I have some doctors who, I mean, that worked the great hardship that I never got to meet. This is my first time to actually meet them in person. So and to build that relationship. When I see them around, I know who they are. They knew who I am. And they've seen the videos. But still, it's one of those things where to me, it's a bonding experience. And it is time well spent because I have that close time with the agent and with the buyer to really build it. And my business is focused on taking care of my clients. Because again, the last couple of years, I mean, the last three or four years, over 50% of my business has come from my database. So I mean, I'm really focused on that. And when are you going for that referral? Is it at the signing desk or what does that look like? It's a mix. So, well, there's some where we let people know. I mean, we do because we are different and the experience they go through us, we have a lot of clients that refer during the process. Just automatic because they love it so much, yeah. Yeah, because we make it easy. I mean, we make the process easy. We make it different. We actually care about them. We show them we care. We do professional. I mean, everything is done where you can tell you're working with professional mortgage practice. You're not working with Joe Schmo, who doesn't care about you. So they get the difference. And especially first time home buyers may not get it, they think it's amazing, but people have gone through it before. They are the ones who are just like, wow, this is totally different. And they get it. And they just kind of, it happens intrinsically. But the other thing is after, I always send handwritten cards, handwritten notes, give them a after closing call, and that's when I'll ask. Hey, if you know anyone that we can help, please let us know. And that's part of my touch-up process is, I'm touching base with my clients about eight times a year. In one way or another. And then I do a huge client appreciation party every year. So I get all my top clients in a room with me in a fun celebration. And so you tie all that together. It just builds on itself. Do you have any realtors that join you on that? Is it just doing your work? Oh, yeah. No, it's, well, most of the my core group of agents are also my clients. They've been through the experience with, yeah, I mean, they do their own business with me. And so, yeah, they're there. But also, even if they haven't done business with me, if they're a, if they prefer me business, they're going to be there. Because as far as I'm concerned, my referral partners are my clients too. Exactly. So it's, it's my clients and them. So you use the word core agents. How many would you say core agents, you know, active that are on your bus? Well, no. So I only consider a core agent who refer to me 100% of their business. I love them to death. They're like family or my close friends. Yeah. So they're seven. I have seven. Okay, seven. And they're responsible for what percentage of your 60 million, let's call it. 80% of my business. 80%. Yeah. That's a good way to work. I mean, really, the 80% of my referred business. Because again, a lot of my business comes from my database. Yeah. But no, they're huge because this is the thing. And when I think people forget, they want to work with every agent out there. But number one, it's better to be picky because you work with people you have that synergy with. And then everything goes beautifully. They send you clients that are like-minded. It birds of a feather, right? Exactly. So it's a great way to build business. Yeah. But the other thing is, you know, when those, those, you have a small core group, you can spend a lot of time with them. It's Todd's role. Todd, Todd, what does he always talk about? The 80-20 role in everything, right? Yep. Go deep first as well. 80-20, the 80-20. Exactly. So when you are able to spend a majority of your time with your core group, you build that tight-knit relationship, you actually know who they are, you like them, you hang out with them, they're your friends, your family, almost like family. You only need, if you have said, I've been good producing agents, that's all you need. See, it's interesting. And I'm sure some LOs listen to that and they're just like, you know, oh my god, come on, that's not possible, man. Oh my god. It is. No, it isn't. And you talk, and yeah, and this is the thing, I mean, you talk to someone, you know, like Marty Preston, okay? Marty is amazing. Him and Ryan are two of the most, the grant are two of the most amazing originators that I know. And just what they do, but if you ask Marty, how many core agents do you have, it's under 10? I mean, he's doing what, 70 million in personal production, it might be more, I don't want to undercut him, but he's a series player. Right. He doesn't have a million agency works with. He just focuses on his core group. And because if you understand, and this comes to Todd's thing, which you, you know, you'd be totally into, but if you work with, you know, say you have seven agents that refer you 10 deals a year. What's 70 deals right there? Or you can work with 40 that maybe be more of a 40 agents that maybe you get, I don't know, 10, 15 deals a year from because you don't have a bond with any of them, right? So less is more. Yeah, I truly believe that. Yeah, well, I mean, I heard you say, you know, you consider a core agent, somebody you're getting 100% of their business of. And that's, that's a big achievement. I'm sure that didn't happen overnight. No, again, everything I do is long term. So it's one of those things that because all I do is focus on our database and building relationships, is that I go on broker tour every week with my core group of agents. I see them at the broker tour. I see them at community events. I go stop by their office. Yeah, because if I don't see them, I'm always, I'm always in their life and they're always in my life. Yeah. So that it's more than just like a transactional business. It is a true relationship. Right. So you do it that way. Number one, life's so much better because you have people you work with that you love. It's fun. And you like, I mean, yeah. And there's no loyalty issues. There's no business issues. What you're most of the time when I talk with them, I'm not talking about business. Yeah, talking about their life. What did you do this weekend? What's going on? There's this. And then we get into business. But it's, it's about them. Well, I'm clearly hearing from you. And this is what I get. This is why I love, you know, the Todd Duncan community so much is that you guys, you know, you do look at it as a, it's a relationship business, but you're also investing in that relationship. Too many loan officers that I see with the big white brush I have is it's the relationship with the agents are all peripheral. And it's all transactional. But hey, how do you got any, you know, buyers over the weekend? You know what I mean? Yes. And yes, I'm trying to help, you know, shift elbows away from that. That's why I'm so glad we just have this conversation because it's a proof point that seven agents equate to you 80% of your business. We're real business. Yeah. Yeah, and that's the thing. And so do I have 40 agencies, 70 deals over the year? Yeah, but they're ones. I mean, and they're not someone I'm spending any time with. Yeah, it's other than, you know, hi, how are you maybe do a phone call here and there? And it's not that I don't care about them, but my focus is on my core group who they're, they're good producers and we bond. Are you prospecting any new agents at this point that you want to add to the team? Well, yeah, but it's very slow. So when I work with someone or when I meet with someone, I'm like, you know what, I think this person will be a good fit. And I've gotten to the point where I can tell very quickly, if I think someone's going to be a good fit for us. But one of the videos that I didn't show because it's kind of a specific video is, I want to know how to kind of get in a low off track but it goes to it, was how can I connect with an agent, a referral partner that I don't know, have no connection with anything about that. You know, anything, no connection, no one knows them, that kind of stuff. So that's where I use video. Yes. And I kind of talked about on stage where I was shooting a video to reach out to those agents, like, hey, and the whole point was, I figured an agent who, obviously, got this beautiful package, you know, the book, the note, the video, that's specifically tailored to them, about, you know, I want to meet with you, because I think you're doing some amazing things. Again, those agents, and kind of agent that has happened so far has called me right away, and been like, no, we got to meet, because I've never seen this before. So that was, I know. And without getting you to reveal the secrets, what would be some typical things you would look at in preparing that video? I mean, naturally, I'm thinking, you know, I always, it's like, look, I want to be like a detective. I want to stalk them online, Facebook, find out their transaction, buyer versus seller, whole nine year. Then we need to present something, in a, you know, contextual way that makes sense, I guess, on the video. Yeah, and that's the thing. I think, yes, you're, you're almost a spy. So I'm seeing their production. I know what they do, buyer sellers. I know, and I know what lender they use, because a lot of those reports, yeah, I can see what lender they use, I know, exactly. So I know exactly who they're using, and I know the, and I know my competition, also what their, what their strengths and weaknesses are. Exactly. And so, but I also am confident, because again, through the coaching, through my business over the years, I know that I can bring value to them, and I think what a lot of originators, and I had the issue with when I was first starting a business, you're kind of scared to reach out, because you truly don't know what value you give people, right? All you're talking about is rates, fees, programs. You can always tell the originators that don't have the confidence in themselves or newer, because all they talk about is rates, fees, and programs. Yeah, or with closing six months. Right. Yeah, which, I mean, ultimately another day, no one cares about, at the end of the day, really, if you do it right. But if you know that you have true value to that person's life, and you're different, you can absolutely bring value, and monetarily too, I mean, you can prove this to them, how to do that, then why be scared with talking with anyone you think would be a good fit, because you know you can bring more value than the person they're using right now. Okay, let me ask you this. Tell me if this is an example of the value you would bring, or not. Yeah. Now let's us put some Zillow leads. So you did hear my, yeah, so basically, Zillow to me is raking water, right? It's one of those things I think is. Yeah, seriously, it is total waste of time to me. I mean, you know, you're getting clients that don't care about you generally. They're looking for the lowest rate, lowest fees, and you're just a commodity. That's not how I do business, and that's not how I want to do business. You're spending a lot of money, get a ton of leads, and then what, you get a thousand leads, you might get one person out of there, and you spend $5,000, that ROI doesn't make sense to me, right? So I don't do Zillow leads. And that's one of the first conversations I have with a newer person who doesn't know how, a newer four-partner doesn't know how I work, is that I will bluntly say, look, I do not believe in Zillow, it's like raking water, and I go into the whole explanation of ROI, and how your ROI can be so much better doing different activities, and showing them how to do it. And the thing is, it's showing them based on how I do my business, right? And how I built my business has never been Zillow leads. I actually had an agent that sent me like two deals a year, just randomly sent me a $50 a month Zillow thing, didn't even ask me. I deleted that email, I'm not even responding to that, because they obviously ignored me. But I don't believe in Zillow, I do not believe in Zillow, I think there's an opportunity out there if you're in a call center, cool. But to build a true long-term business, which I think as this business goes more digital, the relationships and the day become even more important. And the thing is, you were probably there on the first day, and I forget his name, he does a lot of statistics. He was there the very first day of sales mastery. Yeah, I know him, but I was not there the first day, actually. OK, OK, so anyway, but he was talking about what they were finding with millennials, though, if everyone's scared millennials are all digital, they're finding millennials, they love word of mouth. Number one, so it's not just online, it's word of mouth, is their big thing, but they want to go through an experience. They actually want to meet with somebody in person. They don't necessarily, they're seeing hugely that they don't want to go online. They do all their information shopping online and research online, but they actually want to meet with someone and they want to go through that experience and they're great with word of mouth. Well, all right, so Zillow is like raking water. Can you share one example of how you would add value to an agent? Yeah, so it was really simple. So I mean, with me, the biggest thing is I can show them. So I'm a database maven. I mean, really, I track my database, so again, that's why over 50% of my data is. What do you use by the way that I entered your database? I jungle jungle OK, got it. I'm actually going to have that on the podcast in a few weeks. Yeah, so when I actually used that, when I first got it, it was called MPC, because I've been using it for seven years now since 2010. But it's one of those things I always tell someone, if the first thing you, when you get into the business, what is the first thing you should invest in? Number one, hands down database. Period hands down, face for itself. So when I use that, I jungle, the thing is I track everything. So I told you that I touch base with my client seven or eight times a year, have the client appreciation party. I'm always in their lives. I'm there. So they just can't forget about me. I don't do graffiti pop buys or that kind of stuff, because that stuff pisses me off. But I do. I don't like people showing them. I announce, yeah. Yeah, that's not my style. But I still want to be there in the background so they just don't forget about me. It's one of those things where how I bring value, though, is I'm taking those, what is real estate agents? What is a number one problem overall? I mean, how many times you see an agent with their magnet on a refrigerator and it's listed by another agent? I'm just saying, happens all the time. An agent's big thing is almost no agents use a database. And they don't, they don't follow up, they don't fall through. Even on a befini program, it's not, they don't necessarily, a lot of them, well, they say their refiniites don't go to the nth degree that it takes to follow up, right? So I am their database. And the thing is, over the years, and I always tell them, look, it sometimes takes a while. We got to do enough business. You sent me one day a year, I'm not going to be able to help you. But we're doing 10, 20 deals a year, I'm going to be able to help you. Because I fought with those clients and the agents generally don't, when those clients refer a client to me, I track everything so I know what agent it came from. So then when I go, hey, this client referred me Joe Smith and you had referred me, you know, the client who referred me Joe Smith, I'm going to get that lead back to them. They don't even know that happened. Because they aren't following up or they don't even track it. So they don't even know who it's coming from. But I get them their clients back to them. I get them the referrals from the clients back to them. I mean, and over the agents have been working with me for a number of years. They see how many deals we do a year where I'm sending the clients to them, but it initially came from their clients. So it was the conversation, you know, something like, you know, one of the ways I have values in my realtor partners is, is I help incubate, farm, cultivate, turn over leads of our joint database. Yeah. Are you looking for access to their database that you didn't work on? No, no, no. You know what? The thing is there is, I mean, Todd's talked about it. There are people who do that and I get it. But this is the thing is there's a lot of ideas out there that people talk about, but really implementing them. It doesn't work out so well. And most agents either, well, so number one, they don't have a database. Let's be realistic. A lot of them, they're like, no cards or they're iPhone if they're lucky. So there's no database to tap into. And if they actually are savvy enough to have a good database, they're not sharing it. Because you think I was sharing my database with anyone? No, that's your gold mine. So if you have an agent that wants to do that, in my area, we have a lot of very tech savvy people, just being near Silicon and the whole Bay Area. But the agents I found are very, that have a database we're not going to share. So I don't even go there, because I wouldn't want to share my data. Okay, so you're just saying the business we do together, I can generate X amount of additional business by, okay, all right, interesting. Yeah, I'm just realistic. Now I'm not saying someone could go out there and have an agent that gives them their whole database. That's awesome. It's just not necessarily my style and how I found, I don't want to come off as I'm just trying to hammer this agent, I want their, you know, get in their database, I want all the information, I want to control them, because that's not, I want to show how I add value to the clients we work with together. And when you're presenting, you're giving this presentation to an agent. Is this just you talking, do you have like any kind of visuals that go with it? Oh yeah, no, there's a whole presentation I put together that's on, when we sit in our conference room, the big screen has all the visuals. Got it. So I'm showing them what I'm talking about. So you show them a screenshot of jungle or whatever and all that. Oh, totally. Yeah, all that stuff, but also, yeah. But I also let the presentation goes where it needs to go. There's some people that have a set, like there's, there's, you know, how the core coaching, so Rick Ruby's group, they usually have like a set of questions to ask the agents before they meet with them. What I try to do is I try to differentiate myself where I just have a conversation with them initially, because I want to, I want to just get them to get who to know, I want to get to know that, right? And then what I do is I ask them, well, where are, you know, where can I help you? Or what's going on? Or I'll just hear them say something and like, wait, I heard you say this, I have a solution for that. Or let's talk about this more. That's, so I do more of an investigative kind of digging in as opposed to automatically coming in with the same set of four or five questions. I try to make it, well, I do make it more personal because again, I'm not a transactional person. I'm a relationship person. That's why I'm in Duncan coaching. Because I do totally 100% believe in real relationships. Yeah, are you doing any whole marketing? Minimal. So that's the thing, and this is probably, I don't mean to piss anyone off, but I always believe that the more advertising you do in our business, the worse you are at your job. What do you mean? Because if you are doing an amazing job with your current clients and your current referral partners, you don't have to do any advertising, the snowball effect just happens. It just does. I mean, in my business, the proof, I spend maybe $500 a year in actual marketing. Really? That's it. That's it. My money is spent on my current clients, my database, my current clients, and they're at that appreciation party. And anything I do for them, it's not spent on trying to get new clients, is to take care of my current clients who then send me new clients. You know, it's funny. When I hear you talk like you have been for the last 10 minutes, and thank you for that great share, and anybody who sits in the room at a Duncan event, and always comes back to it, and I don't mean to beat this, you know, horse, but, and always comes back to, yeah, what's the experience you're creating? You know what I mean? And you are very intentional about creating, because everything we're talking about here, like, that's why I asked you about the visuals. Are you showing a, because that's a different experience than sitting around a coffee, and you're like, well, here's what I do. I do this, you know what I mean? It really just gotta be that five-star experience, like, from soup to nuts, and that's what I think is really making the difference for your success rate with the agents, and with your ability to activate your database. Yeah. No, and that's what it is. It is about doing, is about having an experience, and that's a big keyword, but that means you have to totally believe in that that's important, and everything in your business has to be on the experience. Everything, I mean, small things. How, I don't know if you can answer this, but how much thought, maybe when it was originally done, or maybe consistently, do you put into architecting that experience? That is what I do. I mean, I'm always adjusting. I'm always changing. And so, again, you're always tweaking it, because I had an originator talk to you, and they're like, you know what, when clients come into my office, I have a menu for drinks, snacks, everything like that, and a part of the experience, I'm like, you know what, that's a good idea. So, what did I do? I created a menu. We went and got loaded up the refrigerator in the cabinets, so we have snacks and drinks, and everything they could ask for. So, when the client comes in, my assistants give them a menu, ask them if they need anything, I mean, bring them, we have nice silverware and dishes to serve it to them, I mean, again, that's a little thing, right? Most people be like, that's kind of stupid. What are you doing? But you don't get it. When it's part of that whole experience, and someone who is dealt with an originator, who they walk into a bank, a big bank, and they're like, yeah, how can I help you? You know, okay, sit down, whatever, blah, blah, blah, blah. And, but they come to my office, and the experience is totally different. And again, it's basically for the same price, do you want to stay at Meltel six or the four seasons? Yeah. And I'm wondering how much you think or believe, and you probably have evidence to this, that experience lessens the price conversation. Don't, huge. No, that's a whole thing is, is when you were focused, when they'd been referred to you by past clients, or agents that were further heck out of you, I mean, they believe in you. It's not just how you talk to my person. It's, you're talking to my people, they are amazing. So different, totally different minds that the wording is different. Same thing with the clients, when they're referring me a new client, they talk, I mean, they rave about us, right? I mean, that's a whole point of it. And so when the people come, I'm sorry, like, okay, these people think you're amazing, who I respect, and then they go through the experience. Absolutely. I mean, you're always, if anyone tells you they never get shopped or prices, I'm sorry, they're lying, that happens. But does it happen nearly as much as it happened when I was an initial originator starting learning when it was all about price and product? No. I mean, that's the thing. You might have, I don't know, one or two a month that talked to you like that, but for the most part, no, it's about, how can we help them? One last question on the customer experience, and we'll transition back to video for the last few minutes. But do you have people taking online app before they come in? So Ryan Grants gave me so much heartache? No, no. I have it because I wanted kind of what we do is we have them send the paper to us, and we do the application, right? When you get to online applications, 90 to 100% of the time, really, they're wrong. What they think is their income is not their income, right? And that's why, you know, some of those, we'll just call them explosion or airplane loans or whatever you want to call them out there, you know, the different type of loans, where the clients can put whatever information they want in there and, oh, I got to prove. Well, yeah, I can put in that I make a million dollars a year and get to prove too, but that doesn't mean I can actually do it. So I always have that personal experience where I wanted the clients to send it to us, and we make it as easy and simple as possible for them. Because then this is getting the millennial thing, millennials want it, convenience and easy, right? That's what they want. And I know that. And she knows that includes online. Exactly, but when you just say, hey, or send me your documents, you're gonna have to send me any hour, upload them, you know, whatever you want to do, but I'm gonna take care of the application. I'm gonna take that off your plate and do it for you, is part of that experience and we make it easy for them. And that is what we try to make it. So I don't, but that doesn't mean I won't try it. I just haven't done it at this point. Do you, I lied about the last question, but do you, do you, when you're taking that in person app, do you ask questions outside of just the questions on the 10.03? Oh, yeah. Well, that's the thing we don't, because we're not taking a 10.03 when we're doing it. We're asking them, we have, when we meet with a client or on the phone conversation, we're asking them about their hopes, dreams and goals. We want to make sure that we, we were able to fit the mortgage to who they are, right? I mean, we really want to make sure that we are their advisor. We want to make sure that we, we do the right thing for them in the right position, because a 30 year fix might not make sense for someone who's leaving in five years. I mean, so we have those in depth conversations, yeah. Such as like, do you have kids going to the college or whatnot? Yeah. Yeah, graduation. Oh, that's up to three or a half. What do you, and what are your dreams? Like, where do you see, I mean, sometimes depending on the client, where do you see yourself in five years? Like, what is your plan or what's going on with your job? Questions they don't usually get from most elements. Totally, but it's also a conversation. A lot of questions we've had automatically at this point in the conversations without even thinking about it that kind of highlights. And I like what you said, it's a conversation. It's not like a checklist at a doctor's office. Nope, show me what it's a conversation, which means slow down, engage, connect. Totally, and that is why I didn't want to do that because I wanted someone to be focused in terms of Patricia's case to be able to sit down with the client, have that in depth conversation with them because that's what she's focused on. She's not focused on where's our next deal coming from. She is focused on what can I do to help the clients? Mm. And that's the difference, that's a different kind of thing. Yes, and it's all under the umbrella of the Michael Regan team. Yeah, it's all the Regan team, absolutely. Yep, awesome. Well, cool, thank you for that. That was an education right there, by the way. So last couple of questions on video real quick. I know at the conference you mentioned you have a video that basically makes it easy for the realtor to refer you, which deals with, I don't know if you said this or somebody else, the big problem with realtor is to do the three card thing or they're like, oh yeah, give Michael, there's no setup. You want to talk a little bit about that? Yeah, yeah, yeah, so that was the whole thing. My again, it's all about the details and so you're solving problems as they come up and you think about them. So the biggest thing is, okay, when an agent refers you, if they're your core group, training them on how to say or billing that trust with them, so they just refer the heck out of you, but some agents aren't great with the wording or how to get that across. So what I wanted to do is on my core group, I would shoot a video, a cross-sell video, so that they could send to the referral. So when they were referring to someone, instead of just saying, hey, talk to my lenders, if that was their style, that they could actually send a video with it that it's me cross-selling really the agent. So the video is ultimately about the agent and right, everyone has an ego, so they all want to be about them. Yes. So when I do the video about them, so I'm telling the clients how great that, this particular agent is, how they're wonderful, they're awesome, you know, whatever it is about them, but it's actually true. What I tell about them is I specifically, no, but I tailor that video to that agent. Like if someone is the president of some association, I'm gonna mention that, right? Or if they're big into kids or horses or whatever it is, I'm going to tell them, because I know them, I know what their passions are, I'm gonna tell them, you know, what's going on. So basically what I'm doing in this video is cross-selling the agent to the client. But then at the end, I'm just putting a little blurb about, hey, by the way, you know, we work as a team, I'd love to work with you, you know, whatever I say, but I put just a little bit about me, and it's like a minute-long video, it's not long. And so the way you get the agent, sorry, the way you get agents to send that as you record it first, and then, hey, let me show you, and then they're like, oh my God, yeah, I'll send this. Totally, no, but that's the thing, I'll have a conversation with like, hey, I have this great idea. What do you think about it? And then you can tell if an agent's like, eh, whatever, then that's not an agent, I'm always my time. You know, I'm not gonna do it, because they're not gonna do it, they don't buy it. But you get that, those people who buy in, and they're like, that's pretty cool. Then I have the conversation, what do you, is there something specific you want me to mention, or whatever, and I'll do the script, then I'll shoot the video, and I always send it to them, obviously, and then they'll be like, great, and then they'll start using it. And the cool thing is, is I do on an unlisted YouTube link, so I can tell how many times that agent to share that video, and how many times it's been watched. So it's kind of a cool, I try to track everything, to make sure what's work, and what's not work, and what I need to tweak, what I need to change. You have to track everything. So for your videos, then, like, they go out in the emails, it's just a hyperlink to that video? Yeah, no, I don't use bomb bomb, I mean, and this is the agent sending the video, so I have to be realistic, most agents are using bomb bomb, or something like that. So I will give them the link, I will kind of set up the email, so they just have to press, you know, it's like click here, it's in their box somewhere, right? It's in their box, the emails, I already do the email for them, kind of set it up, and they can tweak it to their personal, and then they just have it sit in there, and then they forward that email to the client, so it's a script, you're already done, but then they tweak it to that specific client. So basically the lenders, or the agents, like, yeah, I actually, let me introduce you to my lender, I'll send you the email, within there's a video, click and watch it. Yep, there you go, yeah, that's it. That's nice, that's really, that's very efficient, very efficient, and that's really, that's the stage for the conversations they're gonna have with you. All right, so let's see, I need my glasses for the last couple questions here. Old man here, no problem. How many videos do you have in your milestone process, like during a loan transaction? So there's, that's a really good question, you should have, I'm trying to think how many have. Yeah, no, no, no, no, no, it's okay, I've got them actually, give me one second, I can pull them up and count. Just ballpark's fun. Yeah, no, I've got, let's see, one. You've got eight loan steps, I see here. Four, five, six. Yeah, yeah, no, that's it. So I've got eight loan steps, so basically I've got, I've got the promo video obviously, but once you get in the loan steps, I've got a loan submitted, a praise ordered, loan approved, a praise lend, final loan approval, loan docs ordered, loan docs, a title, loan funded congratulations, and then of course, I have the congratulations that make you to the real tour. And those are all unlisted on YouTube. Oh yeah, yeah, no, those are all private videos, cause I, yeah. Okay. And so that's just in the template email that goes out on all loans, and that's at that stage, okay. All right, so that's pretty easy to do for somebody on your team, just part of the process is. That was what it was, is I did the videos, we did the templates, so literally my productions, my PAs can just copy and paste and tweak it obviously to the client's name, you know, in any specific details, but it's super done for them. So I don't have to worry about what they're saying, something that I don't want them to, or getting into too much detail, it's all their form videos that are boom done. Okay, very cool, very cool. That is awesome, man. I mean, just, just that alone is a great way to, as you said, leverage, and I mean, yep. Well, we don't have time to go into it right here, cause we, we talked a lot longer than we planned, that's cause that, that's all good. This got so interesting. So if you don't mind, can I share, like I link to your YouTube page, so people can look at your videos, the, yeah, no, it's all like, cause anything, yeah, anything that's on YouTube is I allowed to be public, so, cause your promo video is on there, the one you invested in. It is, yep. Which is videos on there. Yeah, which you're walking around town, you're greeting, meeting, greeting, really sets up the stage of like, you're active in your community, which is extremely important. Yep. Okay, cool. And then for you, you know, I always, I'm a big believer in talking about what you're really passionate about, and so you are on the board, the president, actually, shouldn't say it, you're actually the president. Yeah. The, the Petal Duma Educational Foundation, is that it? Yeah, that's it. Yeah, so tell us a little bit about that, and is there any way we can help and support on that? Yeah, no, absolutely. So the Pellema Educational Foundation, it's kind of unique around the country, is that we actually support every school, from basically kindergarten through high school, in the city of Petaluma. So it could be a charter school, it could even be a private school, it just can't be a nonprofit, or excuse me, a for-profit school. So, you know, there's a Catholic private school in town, we support them. I mean, if they need, you know, we'll, we do two things, we give out scholarships to the kids, and right now, so the organization's been around for about, you know, 20-ish years. We've given $3 million, over $3 million in scholarships, the kids just in Petaluma schools, and then we do grants. So the schools can come to us for a grant, for up to $15,000 to fund something that's curriculum-based. So maybe they need, you know, whatever they need, maybe they have this new, they want to do this new cool garden, and they need a greenhouse to go in the garden, because they're doing science, you know, whole science lesson now, that school is built around that garden, and that kind of stuff. So we'll fund up to $15,000 to do that, and they come to us for the money, we vet them, we go through the whole process, and if they're awarded, we give them up to a $15,000 grant, and we've also, in the history of PF, given over $3 million into that. So total is over $6 million that we've given back to the community in Petaluma, since I believe it's 1982 or 1983, something like that. Yeah, 82. Yeah, it's pretty amazing. Wow. Yeah, that is really awesome. So a lot of that is just from the fundraising activities that you're involved in. 100%, I mean, that's the thing is, yeah, it's all, we get no government funding, nothing going back. It's all from the community and from people donating, and then of course our big bastard we have every year. So why is that a passion project for you? Huge, so both my parents were teachers, so they're now retired. So education was not something that was even optional for me. I mean, you were going to, to be a good student, you were going to go to college. Education was always important to me, so I grew up with that, but I actually believed in it. I mean, I saw how much it helped people and how big a difference it makes. And I see that with my little ones right now. When I sit down and read to them and have things like that, it makes a huge difference in their lives and them. So I believe it's important, and if I can support people and amazing teachers doing amazing things and if they need some extra equipment, and we can give it to them to do some amazing thing with the kids, I mean, how's that? No, not a good thing. It goes directly to the kids. Absolutely, it's a matter of fact, my son goes to a charter school that's out of the way for us to go, but it's worth it to go there. That's awesome, very cool. So we'll definitely, and by the way, are there any real, I'm just curious, you know, actually I'm sure there's some realtors that are involved with you in that? There are a few, but the funny thing is actually the realtor that is in there, who I love, I do not work with, but some of the other people, our clients mine, I'll just put it that way. So yes, I do have other people, but they're in other professions because there's only, yeah, there's only one real estate agent in that group right now. Well, I guess the last point on that would be, and I talk about this, we do this branding event for realtors when I talk about showing up in your community and connecting your passion to your profession. And most people keep it as a secondary outside. Oh, I do this food bank over here, but I never really combined it too. Yeah, I think it sounds like I'm hearing from you. It's important to bring that to the surface and it's okay. People are okay with it. Totally, yeah, no, absolutely, but I mean, I support it if you believe in it. If you're doing it just because you think you have to do it and I'm gonna, I need to be involved, so I'll be involved, that's not the right way to do it. But if you actually love it and you're passionate about, then it's awesome. Because again, you meet people that are passionate and birds of a feather, again, comes to that. Yeah, absolutely. Well, listen, man, I appreciate you sharing so much. Sorry to go a little bit longer than we planned. Yeah, it's all good. I just felt that there was tons of great stuff to share in there. So as I said, I'll put a link to the show notes to your YouTube page so they can see the videos to the foundation you're involved with and hopefully you've grabbed some awareness and maybe some additional funds to be raised there. So thank you so much, man, appreciate it. No, thank you, Jeff. I really appreciate it. Thank you so much. You're welcome. Thank you. And so listeners, as always, thank you for being here and appreciate you tuning in. And as always, make it a great day and we'll see you on the next one, bye for now. Thanks for listening to Mortgage Marketing Radio. Want 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 purchased business. Let's just face it, agents are still a solid pillar of business and sources of purchased 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, attract and 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 seeds, 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 from eight to 50 transactions in the last 12 months. And we'll provide that list uploaded 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 mortgagedmarketing.pro.