How to Double Your Database and 10X Your Production

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, what's up, Jeff, this is him for host of the mortgage marketing radio podcast. So happy you are choosing to tune in. Hey, quick reminder, I'm not sure if this is your first episode. So welcome to the fam. And if it's not your first episode, welcome back. And if you've been listening now for some time and haven't yet less left us a review, please do so. I would love to hear what you think of the podcast. So you know where to do that, wherever you're listening, Spotify, iTunes, et cetera, you just click find the buttons, find the place, do the thing, leave the review. And then I'd love to hear from you that you left me a review as a matter of fact, you can go to my Instagram page at mortgage marketing radio and just DM me review and the be a special surprise gift bonus in there for you. So that's Instagram mortgage marketing radio. Let me know that you're left to review, just enter a DM me the word review and I'll be in touch. Okay. So before we get into this week's very special guest, I wanted to give you a quick update what's happening in the field. As you may know, I'm in the field every single week in my local market and then nationally through our small group of elite loan officers that are doing cool things in their local market to actually grow and move their business forward even in today's market. So quick couple updates coming to you. This one's from Nick. Nick's been a member of our community now for gosh, a little over a year, I think if not quite a bit longer than that. And Nick just shared a story with that he had a one and a half hour call with an agent who did 83 transactions last year. They talked all things social media and Nick was able to actually give this agent who does 83 transactions to share resources with his agent that he did not have specific to the agents YouTube channel and social media. And this agent had watched classes that Nick had been teaching by way of our small group membership had been watching the classes that Nick had been teaching and had never signed up had watched Nick teach five classes and be consistent. And this is what led to the conversation is this agent who sold 83 homes was impressed with what Nick was doing and wanted to learn more. And Nick made a point about the classes is you never know who's seeing the classes. You know, we're helping you promote them on social media through the images and the content we give you. We're helping you promote them through email and SMS through messaging and outbound efforts through the list of top producing agents we provide for you in our membership. And Nick followed the program he just kept doing it just kept flipping doing it as he says forgetting about being perfect screwing up and move on. And now this agent and he are in conversations together and Nick says he will get his business his offices business because he has more to offer than his current lending partner unique value. We're going to hear about more about value in just a moment from our special guest who's been on my radar for some time. But before we do, if you want to learn more about what we do, how we help people like Nick and other mortgage professionals across the country get conversations, get awareness and deliver unique tangible value to agents that no one else is delivering. You can go to mortgage marketing.pro. It's not for everybody schedule a time with me for a brief conversation. We'll see if there's a fit. And if so, we welcome to the family. And if there's not a fit, hey, well, part is friends and you'll still enjoy this podcast. And I'll enjoy having you as a listener. So this week, my special guest, Wally Ellibary, who is just an amazing human being father and role model, I think dare I say, I'm fan, fanboying here a little bit and a lot of different ways. And while he's been on my radar for a number of years to have him as a guest on the podcast, I saw him recently give a talk at sales mastery, again, don't get sales mastery. If you haven't been, you should be. And once again, always just thoroughly impressed with what Wally's doing. And so it's an honor to have him share how he's grown his business to now over $200 million. And we're going to break down a couple, just a couple key concepts that I want you to take notes on. This is one of those you're going to want to go back and listen to. You're going to want to pause and write down the ideas and most importantly, implement them. Because there's two or three nuggets on here that if you just picked one of them, particularly the one where Wally talks about doing the annual mortgage efficiency reviews and how he was able to partner with financial planners and others to take his database from 2000 past clients to over 26,000 people in his database. You're going to want to listen to this episode and you're going to take an action on these ideas and then check out what Wally's offering through the website, the show notes here at coachwally.com. That's also where you'll find links to what we're offering in our platform with the agent classes, mortgage marketing.pro, those links are in the show notes. And look for mortgage stuff to come from Wally. He's just doing amazing things out there. So without further ado, let's get into this week's show, Wally, welcome to the show. Thank you. Thank you. Thank you. You, John, definitely a big fan and looking forward to the out of guide. The honor is ours as well. So those that don't know who Wally Ellibary is, why don't you tell us how long you've been in the business and whatever else you want to share about you. So I'm old. I'm 44 about been in the business, actually, I'll be 44 this weekend, by the way. And I started when I was 24 years old. So I'm sorry, I've been in the business 24 years, I wish we could do this over 19 years old. And now I'm 44, so it's a very long time. So it's not 25 years a quarter of a century. Wow. I built it. Started the business. Probably started taking my business pretty serious back in like 2013. Back then the business was like 36 million or so somewhere in that range. Then that following year went to from 36 million to 80 million. And then you got broke the 100 million dollar barrier like three years ago. It was 150 million a year after that was 200 million. And now I've taken my models and systems. And now I go to lead low and officers to be able to replicate that. Fantastic. All right. So first question for you, what's the hardest growth stretch? Is it the 30 to 100 or you know, because you hear people say making your first millions of hardest and then after that, it gets easier. What's the hardest in origination? I probably say yeah, the 2014 and 2015 run, where you're doing almost 40 million. But the big number one key factor that I did was I was working with like 42, 43 solo agents in 2014. So over 40 agents and trying to keep everybody intact and you know, names, phone numbers and blah, blah, blah and had no assistant. And went to hire my first assistant back in 2014. I went from 43, 43 realtors doing 40 million a year to three mega agents, three mega agents doing 80 million a year. The number one thing the hardest thing in my whole entire career was walking away from 40 plus solo agents and not doing business with them anymore and landing three mega agents and having to be a caliber to be able to attract three mega agents. So mega agents, the realtor, it does over a hundred million dollars a year and closes. Okay. So there's like only nine, there's only nine here locally and Dallas for worth and we work with seven of the nine really, I respect them. So it's just where as a loan officer, most loan officers go off, go after like lower producing agents because they don't really know how to add value. I hired a real estate coach in 2013. They coached me for 16 months of how to be the bet that they've had from teaching me, it was like $6,000 a month, but coaching me how to be the best realtor possible, how to host the best open houses, how to do the best listing presentations, how to do the best like pie events, like made me the best realtor possible. All I did was take what he taught me and went and started coaching realtors, take what he taught me and went and started coaching realtors. Before I knew it, Gary Keller with Kell Williams asked me to be on the only lender period of being part of his maps program, it's called a one thing certified coach speaker and trainer. And then I started hosting classes of how to coach realtors to do more business. So that's how I was able to land three mega agents. Okay. There's a lot in there, like the whole up there. Okay. So you decided to coach realtors who paid obviously an expensive amount of money to get this coach to learn how to be do it, to do that. One would think, now you use this probably in advance of approaching those $100 million producers because you want to kind of like you said, add value, have something of uniqueness to offer, right? That's part of the reason why you went down that road. Yeah. Okay. So let's deal with the first perception of, but wait a minute, don't these mega producers already have it all figured out? They do. And I never went to the top. I've worked with William. So I was basically, I tried to win the head open houses and who's an open house buyer's agents for the mega agents. I'd go there, established relationship, I walk in there, one arm would be a box of cookies in the LR and be sodas and I have my mortgage coach presentation and I'd ask myself if I can be there during their open house and I'll help drive traffic to your check-in sheet. And I started talking to finding gaps in their business, gaps in their business. And then when I started helping them in other improve their efficiency of the open house, you know, for instance, most people that know this, but most people think a realtor goes, but to sign in the yard, it does the open house and then they fill it in a form. Well, there's a door knocking strategy, the door knock, 10 doors to the right, 10 doors to the left, 10 doors behind and one street behind, 10 doors in front. And then there's also another strategy for open houses of being able to do a social media marketing around that specific area for at least the five days before the open house, like traffic, traffic, traffic, traffic, traffic, traffic. Right? So as I'm sitting there with these realtors doing these open houses, I'm just spending these great, this idea, after idea, after idea. And it's like, well, I don't know how to do this, well, I do. So I want to earn, I want to be your lending partner, I want to help you grow your business. In return, I want to earn you referrals, well, why don't you let me help, why don't you let me help you do this on the social media? Why don't you help me let you help you do this on the door knock, you can't spend it? Why, and I just, and then from there, they allowed me to help. And when the buyer's agent became a raving fan for me, what did I ask you to return? Go tell your team leader, go tell your team leader. Before I knew it, the team leaders were calling me and say, hey, like, you help Sally, you help Bob, you help Betty, um, don't want to come in and scrap a cup of coffee. Wow. That's brilliant. Um, okay. Did you intentionally target these buyers agents that you knew were part of that larger team? Yes. Absolutely. So that was strategic number one, number two, back to that, the tactics you're talking about, the door knocking kind of what they call circle prospecting in the real estate space. So that's, I mean, again, I'm kind of finding that, you know, because I, I mean, to me, circle prospecting is like one of the obvious things that an agent should be doing, right? Yeah. Right. What do you think the percentage is of them doing it? Right. That's 10% 20. I don't know. Very low. And that's it, right? And that's where like, you know, one of my favorite mega agents I've landed, um, leader name, name, nameless, but her buyer's agent, uh, the year I landed him, he, he did 54 open houses in a 12 months count, 54 open house, he was doing two plus a week. And what was phenomenal about that is helping somebody of that magnitude be more efficient and more effective, be a circle prospecting, be the balloons in the, in the front yard, be the follow-up strategies, be the, the flyers on doors, the digital aspect of it, the private messages creating and going to that private Facebook group, being able to add value to him. We did that. That was the first year we broke a hundred million and he was 36 million over a hundred million. He was one, one dude that I met at open house was 36 million over a hundred million. And he was a part of a larger team. He was a part of a larger team. He was doing about three hundred million dollars in closings. And so you got invited to be part, to the party, so to speak, I'm going to assume there was an in house lender there or a team, you know, lender association, yeah, that'd prefer a lender of like 15 years. And that's, and that's fine. I'm not attindated by that, right? All I ever ask is, hey, I'm going to add value to you. If you find me valuable, allow me provide for my family, right, right, okay, very cool. I'm just going to keep going because you can handle the rapid fire stuff. The social media strategy, we're back to the open house. So that, is that running Facebook ads with like a custom audience or what is that? That's exactly what it is. Basically creating a Facebook ad, writing the custom audience and creating a look alike, look alike audience, right, and what's shocking to some and still to me, you know, because you think about the buyer's agent on this large team, you would think that the team would coach or instruct the buyer's agent to do circle prospect, right? Yeah. But you found that that's not always the case. Yeah. And it's kind of like what you told me earlier on the call was before we helped on, you've seen me around and around sales mastery. And you remember what you said about execution? Yeah. That's the biggest difference is I've really, really effectively learned how the dissect the big project, but to bite down, size down pieces and hex, to size down pieces. Okay. Wow. So listen, everybody listening. That one strategy right there, like if you just help go to these open houses and help them be more effective, efficient, execute on the stuff we all know should be getting done. And by the way, it seems obvious, but I want to highlight what might be the obvious. Is there's a perception that oh, they already know what to do, right? But you've clearly illustrated as I see every day in my chair that I'm in and what I do locally in my market, I talk to quote top producing realtors every day who are not executing on things they know they should be, but they're not. But Wally comes in, that's your unique value ad is I can help execute on this. And you're solving a big pain point for them. Absolutely. And I'm doing something even more important than that. I'm giving back their time, ah, yes, giving them back their time. And then what is your time, what is your time worth, right? Is that worth of referral to me a week? Is that worth of referral to me a day? If they're on a big top producing team like that, they have business, they have referrals, they have clients, right, yeah, to be able to add value, you have to be valuable. Okay. So here's another thought I had with you articulating what you do. And I always try and put the listeners, like the feedback, you know what I mean, what I know about the general audience of loan officers as a whole. Did you have to set your ego aside to do that? No, dude, I was, I've got an amazing life at home, but I mean, I got to provide for her, I've got to provide for my two sons. I mean, I wouldn't, I'd come to your house and clean your toilet if I needed to pay my mortgage for our family. So there was no ego I had to provide the symbols on. We'll then do what it takes, because people, how do I add value? How do I show up and be different, right? Are you willing to do what Wally just described here and get out there and roll up your sleeves? That's a work before I planned. I think it's, I think every, every, I think Dave savages of this before and maybe like three six months ago and I'm like, I thought he's crazy. You said, you literally have to take your 2022 business plan and throw that damn thing out the window like this market she's so much that your business plan makes zero sense. There's nothing on that business plan you're going to be able to execute and you got to get back to the basics, face to face, hard to heart, relationship to relationship. You got to get to that back to the basics and I mean, I've got 12 loan officers that work for me here in the branch and power lending and I'll walk out there all the time and like, why are you here? Like literally, why are you here? Right. It's cool. It's funny. Like, let's walk a second ago and I'll walk down the front of the restroom and there's a loan officer, Shane's like, I'm leaving. I'm just here for five minutes and I'm all the way out. I'm going to copy point minutes. Thanks. Good. Good. Get out of here. You don't need to be in the office. Right. Great. Great. Great. I was so much thrown through my head. Let me briefly then touch on you going after the teams. You mentioned classes. It's near and dear to my heart. Anybody listening knows? I lead with classes in education, did when I was originating. What can you tell me more about the classes you did or do? How do you integrate those? Yeah. I'd say, you know, Michael Mary taught me this and I was at this time. I was like, wait a minute and teach me this and you came up with a three and a half most powerful questions. You taught them to me. Three and a half most powerful questions. What have you tried? What are you going to try next? How are you going to try it and by when? That's a conversation. Little when you're talking to a realtor like, hey, what have you tried? How are things going? Talking about your business? I've been trying to prospect that those three and a half most powerful questions lead you to one thing, gaps in their business of that. I would take notes of those of the copies of lunches and I would just be a listening year. Right. And I'm writing that gap, gap, gap, gap, gap, gap, gap, gap, gap, gap, and what did I do? I came back to my friend Google and I said, hey, Google, what's that, how do you do the best open house? How do you do the best listening presentation? How do you do the best and it was like, hey, Mike, I was talking to you the other day. You said that you were having a challenge or a listening presentation of getting by and you want to increase that conversion rate. I'd be ever thought about doing that, that, that, and I'm freaking reading off Google of what that, that was, right. But it gave them ideas and the loan officers were calling them that day, hey, can't referral, can't referral, can't referral, yes. But I figured out where they can improve on the listening presentation, telephone and that's adding value by being valuable. Yes. It reminds me of a quote I go to often of a realtor I worked with back in the day, Long Beach, California, Walter Sanford sold a home a day every day for 16 years. And what he told me about bringing ideas to real estate agencies, even if they never use or implement the idea, it's the fact that you brought them the idea is the difference maker. Well, and then also the conversations that you have, I can't tell you how many times I go these real estate conferences or seminars or classes, oh, your wallet, you helped me. And I don't mean this in a way like, I was never the real estate agent whisperer, right. That was never me. I was never at that magnitude. But I built an influence here in Dallas of me being able to improve realtor's businesses, improve realtor's efficiencies, effectiveness that it became a recruiting platform for me to come in and be their coach. Your mortgage loan officer that coaches realtor is because you got the certification and Gary Keller backing you up with the one thing, maps coaching, I got my certification as John Maxwell leadership coach, Zigg Ziggler, effective coach, his program is called effective coaching. You know, these are these are motivational efficiency leaders. And it is important to me that I had the credibility. And now they saw the capability of me being able to coach. Right. So it's not just the certifications that created the credibility. It's what you did with them. That's the conversations. And they also see the trajectory that team, all it was doing, you know, from 36 million to 80 million to 100 million to 150 to 200 million. And what's super cool is like, I'm like an elbow book. So if you go to my Facebook page, you see my life, you see that from the golf trips to the lifestyle and like, how the hell do you have that lifestyle and you got this big ass business? Oh, and you have 11 apartment complexes that you have over 480 rentals and you took two weeks off to go to Boston and MIT to be with your son as college program there. Like that shows them you can have a big ass business, massive amount of wealth and with quality time. Well, it is, they want them. They want that ability to have a quality life, a big business and wealth over said, you want to. All right. Quick side note. Your son's in MIT? Son is a 15 year old. He is, he summer program last year to go at MIT for like a week with the professor. And I was the intimidated one. So I did a father and a century once a year. I got two boys. I called Braden the Brave, he's 17 now, but he's my golfing buddy. So he and I went to Kewa Island to play 36 holes a day for three days, super easy and put like zero thought in a head of glass. However, I had more fun with Alex, Alex because I don't even know how to spell the word engineer, but I watched, I probably say six weeks worth of engineering YouTube videos. And I memorized five questions because it was going to be me and Alex and this professor for like a week. I got there. I got nervous until I forgot two of the questions I was remembering. And I was asking his questions throughout and the professor, the professor goes, oh, that's a really good question. That it on like, you know, I got one now that it is, it's like, it's comical and I've got to watch YouTube videos to be able to talk to my, now he's, now Alex is 15. But to be able to talk this on. So he, that's where he wants to go. He was just in Notre Dame about two weeks ago. And now he's wanting to talk about possibly Notre Dame. So I'm going to keep him as far away from origin. Everything else is possible to where he just, he just reaches dreams. That's awesome. I can relate to that because I think my son applied my older son to MIT. He's at Cal Poly, San Luis Obispo right now. Okay. Junior. That's a well top 10 engineering school as well. Yeah. I don't, I can't, I didn't do what you do, which is why so it's YouTube videos. But I'm just going to have to impress him when he comes home in seven days. I'm going to watch something and I'm going to ask him a question and be like, well, how do you know that? Well, it, and also like, dude, like on Instagram, I'm always following different types of engineering and like, cooling ideas like that and I'm like saying it, you know, the DM, the Alex, hey, dude, this was a cool thing and it's why I learned from it and it's like I'm just trying to communicate with him and his language. It just, he's so smart and is so brilliant that I've, it's cool to feel like we can relate to that and it's getting easier before I felt like it was, it was work because I didn't know much about engineering. That's funny because I've done the opposite of that parallel as I've done the expose them to Jim Rohn and expose them to like, you know, all the mindset leadership stuff that I think they need coming up in the world to hopefully like, you know, prepare them for the future. So that's cool. We're doing similar stuff. I think it was some great parenting advice I got was, do what your kids want to do with you? Not do what you want to do with your kids. Exactly. So we sit down every, every December and we play in the following years vacations. I do family vacations a year, five vacations, my wife a year and five golfing vacations a year. So the 10 family of vacations, Brandon and Alex get to plan them out. Yeah. cadence on that like once a quarter, that's that's like summer on the summer. It's usually like, oh, yeah, yeah, okay, got it. Wow. That's cool. People right now want to know how to do that. But let's come back to, okay, back to the, okay, your coaching realtors and stuff is part of the way you built up this, hey, walley's known as the guy who coaches agents, helps agents, whatever. You also, at some point, your presence to your point earlier about guys, why you hear, you were seen everywhere. Is that accurate? Like your presence in the realtor community locally, I'm sure you built that up. Yeah, definitely did, but the biggest thing was I probably go to a real estate training class, at least once a week, if not more than once a week. Most of these real estate companies will have a weekly script training class. So I'd go in there and I would be role-playing with a realtor and talk about success that had that weekly script ask questions, and what are you going to do when I left? Hey, Bob, I really enjoyed talking with you and his script practice with you. Will you be my script accountability partner? I'll call you every day at 8 a.m., we'll do it for 15 minutes and you go on your way. The loan officer's script practice accountability with a realtor that produces a lot of business. Right. I'll call for us maybe. And then there's one of my favorite classes for a couple of aims, it's called Recruit Select. Now it's called Career Visioning, but it's how to build a team and how to build a business and it's like a lot of leadership coaching. So a majority of the producers were in that class, where producers that did $50 million, $75 million, $100 million, realtors and more. And then there, I'd go in a class in front row, establish a friendship bond, rough about with the speaker, the speaker that's teaching that class, or I reach out to him beforehand and say, I don't know, hey, I'm a lender, I'm not part of Kelly Williams, but I'm here to learn for you and this is what I'd be able to build from you all's teaching. I took that class 11 times, 3 day class, I took it 11 times. Now if I'm in the room with $50 million producers, the $200 million producing realtors, now I'm understanding how to build a mega agent real estate team. And I've reduplicated that in team all, in the team that we built. You think that gives me a authority or relationship with those agents to continue that conversation after that class? Yeah. Yeah. I'm still very next to have eight hours a day for God's sake, for three days, and it's easy to continue that relationship. And this applies, though, for people who aren't even building, quote, team Wally, you know what I mean? They're just an individual LL. Yeah. There used to be no team Wally back in the day, but yeah, absolutely. Yeah. You didn't start with team Wally out of the gate? No. I was seeing Yahoo. That's awesome. What about you? Did you ever or do you ever teach classes to agents yourself? Yeah. I did. There's a Berkshire Halfway office here in Dallas that has become siege, the one day certification or one day class. Also, there's five levels of leadership that I teach the job Maxwell's course. Got it. So it might be who've a loan officers to have a certain knowledge set, right, of information that they could relate to agents, teams, and offices that they would find value in, whether that be, you know, teaching agents how to do social media or video or whatever it is. Right? Yeah. I mean, I think what you've got to figure out is there's a great book I read that changed my life. It's called Positioning and Knitching by Jack Reese, Positioning and Knitching by Jack Reese. I'd probably say top three best books of our Red Mollies, top three best ones. That says a lot. Knowing you read a book a week, Position and Knitching and like Chinese the way I look at everything. And basically, I'll give you kind of the gist of it. It says you, whatever industry you go into, you've got, you've got to create a niche for yourself in the industry and you've got to build it to where your number one or number two in that niche. Well, I studied around and I saw the, I saw the, you know, like the, the, the, the East County, he's in the world, one of the best digital markers or social media branding humans like in history, like in any industry, right? Well, that's not me. Like I would love to think I'm as brilliant as, as her or any of us. I'm just not, but I love systems. I love efficiencies. I love models and I'm like a geek in that. I really love that so much that became how I built and structured your team in the models of systems to where, you know, there's a agent that was on a, that was a, remember that lead buyer's agent that I told you that they would do $36 million a year on for open houses. Well, he wanted to go branch out, build his own team. Well, what did I do? I set up a serum. I've heard Raymond coded it, it customizes that are my, Josh, my tech guy did. We set up his ring, central phone system. We set up his email, click phone, okay, he fades. We set up his social media pages over and over and over and over. Like he's one of my best friends, but if he fired me tomorrow, how the hell is he going to rebuild all of that? Yeah, that's called pain of disconnect. But I needed, I needed to be able to add value to do that. Right. Right. 100%. All right, so that is a big headline from this section is adding value, equipping or learning the skills that you need to add that value, which clearly is not, hey, I can help you do alone. All right. That is valuable, but that's not necessarily unique. Yeah. Okay. Great. Let's pivot then for a moment to what you partially talked about at sales mastery, which I wanted to cover here, which is this loan concierge concept, right? So loan concierge is something that we, you know, at least I've heard about it. I think people generally understand when they hear the word, they're like, oh, concierge, I get it. Somebody who helped, would you do me a favor and just kind of like articulate what your version of a loan concierge is and what roles they fulfill? Yeah. And I woke up in 2017 after I've done can beat this in my head a thousand times that my back in 2017, I think the team is doing like maybe 75 million, 100 million somewhere that range. And it had zero value. Imagine working for almost two decades of your career, building a $7,500 million team having zero value. And what Todd just trying to help me understand is your business is value lists as no EBITDA and no nothing simply because you're 90 plus percent realtor brand new business. And I was like, I was like six percent realtor pass client. I'm sorry, database pass client business. I mean, any business has repeating pass clients. So at that time, I built a great leadership team that started taking over the relationships of mortgage and doing the loans. So I got back my time and I started doing annual mortgage reviews with clients. But I was that lender that, you know, I close you, I'd find a realtor, get a client, close the loan and get a commission repeat. But for H drop, I call you an act like I was your best friend. I don't know if I might be the only one out there, but that was me for probably not. Yeah. Now with that being said, I started reaching out and it's a hey, you know, we closed mortgage a year ago, five years ago, seven years ago, whatever it is, I want to start doing an annual mortgage review with you, give me about 15 minutes of your time and I'm going to go through and dissect where the mortgage is today through my mortgage coach, through the mortgage is today and my goal is to find it in efficiencies I can help coach you on. Obviously, those led to refinances around that time, but I found clients that did not have their home set exemption filed in Texas. You get a discount on your taxes for having home set exemption fund. I had clients that had an escrow shortage because they never shopped around their home insurance. I had clients that they were like at a 60 percent loan to value you forgot six, but still paying MI on a conventional loan, right? None of us do anything to refinance. I had clients that their taxes went through the roof, but they don't know how to dispute the taxes and the county had their, their, their square footage incorrect. So it gave me the ability out of value and at the same time, what I've realized was they were asking me questions like, hey, Wally, like I've got this, I need a CPA, who do you know as a CPA? And like, I got my dude that does my taxes, but I don't really have a partnership one. I don't have a financial advisor. Hey, Wally, I should get life insurance. Hey, Wally, should I get the family willing trust? They were reaching out to me and asking me for referrals and I just didn't have a wealth, now we called the wealth team. So 2018, we started focusing on doing an annual mortgage of views, 2019, we started building a wealth team. So what was really, really, you know, it's a godsend, obviously we know I happened in 2020 and 2021 with grades, but I started with a database of roughly around a thousand people. But over the two, three years from 2018 or like 2019, it went up to like 2000 people. But it was great. I realized I built a client concierge team that would reach out to these clients and set up appointments on my calendar to do an annual mortgage. So that's all a client concierge originally was Bob, that would call a client and Bob would schedule an appointment on my calendar three schedule once and I'd have an appointment on my calendar. But then I realized my client concierge can also do a seven day call. My client concierge can also do a 30 day call. My client concierge can also do a six month call and yes, my client concierge can schedule my annual mortgage. What was phenomenal about that format is that I was able to take those four things, the seven day call, 30 day call, the scripts and models and systems that built the six month call and then an annual mortgage view and sit down my financial visors, sit down my with my CPAs, sit down my family will attorney, sit down with my insurance agent, sit down my real estate and I get agent teams and that's the key how to go from 2000 people to database to now we've got over 26,000 people at home box, 26,000 households at home box. And in 2023 late, 2024 when we had a refive them, how is that going to work out for me? Right? It's not too late. And that's where like, you know, clients, people on officers that I coach, your line officers that have reached out to do site visits, like what, well, you only did that really when rates were super low and you're able to capture like big database that I might of, I'm not saying you're wrong, however, it's not too late to adopt one of your realtors of CPAs databases into your world now, start doing annual mortgage reviews and within 12 months to 48 months or whatever it is when the next refive owns, you're going to crush it. So to me, that was worth a $15 an hour client down to years. That was scheduled as appointments for me. So do me a favor if you could. I might have missed it. I'm trying to dot the lines over from that growing your database. When you said sit down with my CPA, sit down with your, you know, and you're doing these, you know, reviews, if you will, or discussions at the 736, 12 month mark, how does that really lead to you get doubling your database essentially or more? Yeah, it's just, it's a say your financial advisor. What am I doing? I'm asking you three half most powerful questions, right? And I'm finding gaps in your business. One of my favorite questions is to ask is, did I'm a super bless? There really are folks on my database and adding value to them on a monthly or quarterly basis. Do you miss your financial advisor ever struggle to adding value to your past clients? Then out of 10 times, the answer is yeah, you know, we try to add value, but you know, I do an annual financial review them once a year and, you know, we send them a, we send them a Christmas card and a birthday card. The response I have is like, well, what if there's other ways for you to add value to your database through your partners? What if there's other ways that you can add value to your database with other partners? They ask what that is and I say, hey, I'm not going to tell you, I'm going to show you, I'm not going to tell you, I'm going to show you, email me a copy of your mortgage standard. Financial advisor emails me a copy of the mortgage payment. I go through and do a TCA, act like they're one of our past clients, do a home bot form, and I call them to an annual mortgage review. I go through the mortgage and dissect everything and anything they have in the mortgage where the inefficiencies are and today they're not called annual mortgage reviews or called mortgage efficiency checkups, mortgage efficiency checkups because we started calling clients over their rates right to 3% like, well, I don't need to do another call like well, there's efficiency that we can help you folks on, but we can say that for later. But once I crushed any mortgage review with that financial advisor, some of the question from there, as a closing question, would you see benefit if I did this for your clients? Right? The majority of times that send me to the database, we make an email intro video of me and the financial advisor and send it out through bomb bomb and my team starts calling. So, some would say, hey, I can't give you my database, but we create an opt in structure through home bot for them to opt in. You know, other financial advisors come back and say, hey, I don't want to do an opt in and I don't want to do a, I don't want to send you my database. Here's what I do want to do. I do an annual face to face or Zoom meeting, annual financial meeting, but my team will request their mortgage statement 30 days before, I'll email you the mortgage statement. You recorded TCA and you recorded a total cost analysis mortgage coach and then I made a video attached to it. I put it together in a nice format and made their home bot. They said when they sat down with the client to do their annual financial review at their office, they hit the play button and I'd start talking about the mortgage efficiencies and they'll reach out to me from there because they saw the value from the call limit. The point I'm trying to make is the way I got my database from here to here was I went out to referral partners and started doing annual mortgage use for them, then the gatekeepers released their database. Wow. That's brilliant, man. Really? Thank you. Simple dad gum brilliant. I mean, I'm blown away by the brilliance and simplicity of it to be honest with you. I was just trying to provide my family. I guess it's it's it's it's not clean and toilets, that's amazing, like I'm just sitting here listening, trying to imagine the shock and awe people that are driving and just heard that built out right now, like that strategy is something everyone can do, assuming you have a tool like mortgage coach or whatever, but still you know we're fans of mortgage coach here. But the way that demonstrates value in advance, it's powerful, sorry, go ahead. Well, even if you don't have mortgage coach, what is mortgage coach like 75 bucks, mortgage coach? I mean, that's where it's just like, that's one thing I've been blessed with and I really enjoy doing is connecting those dots. Yeah. It takes such a big goal or big exercise or big whatever and I'm able to like just reverse engineer it and you know, it's it's it's it's not I don't want to sell it so short and say it's not brilliant, but it's not hard. Well, sometimes the simplest and best, you know, are or the the best are simple, right? I mean, brilliant call that kind of jazz don't over complicated. It's just like, it's just I'm a big fan, obviously, like so before of the one thing, like Gary Kelly speaker, a trainer and he's got a question on there that says, what is the one thing such by doing it makes everything else easy or unnecessary? Yeah. I spent all, I can spend the next 20 years trying to capture 26,000 people on a database. Or if I can add value to the gatekeepers that already have databases, it's game over. That reminds me of the book, Who Not How? Yeah, that's a good one that's it was a flywheel for me when I just switched it from how can I do this to who can help me? Yeah. And what guy she here won't get you there is also another grip. Beautiful. Love that. All right. With a few minutes that we got left, I want to bounce back briefly on the working the mega agent teams because I got MMI hope at open and I'm looking at the the buy side agent relationships and and I've looked at a lot of these you do have probably an inordinate amount of compared to other top producers that I've looked at. And in order, how can I say this, an ordinent amount of capture of volume like I'm looking at Christie, Terry Lance, you know who these people are KW, 21, 21 deals, 12, 10. But I see most often when I look at most, you know, people in the same stratosphere as you, is I see a few gathered at the top and tons of ones each of us. So how has that changed your evolved for you, beings that, you know, we know now your plan is to go after these huge teams? You know, it's candidly, it's probably going to start changing and Denise kind of were in a seminar this last week and she said one of the most brilliant things I've ever. And Denise said that she's learned to fish with a fishing net instead of fish with a fishing pole. Mm hmm. I've been fishing with a fishing pole and landing whales, right? And I've had a ceiling of 200 million plus where if like you look at Denise's MMI, she's working with a lot of solo agents, she's not working with any mega agents. So I want y'all to look at my business and Denise's business, we both do 200 million plus of the loans, but I work with mega agents, she works with solo agents, there's multiple ways to do it. My niche is coaching. If I went after solo agents, they don't really give a rip about coaching, they're just trying to sell a house to make the car payment. So I took what I'm really good at, which is coaching leadership models, systems, technologies, and went the direction of who I'm going to go after the most, at the most amount of success, which is mega agents, and they appreciate that type of leadership. Denise is equally great at all those things, but she's 10 times better than me at branding. And then she's figured out her niche. So this because like I'm landing whales, I need you low enough to understand this multiple ways of doing it. And there is no right or wrong way. Just figure out what works well for your personality, your behavioral style, and what you enjoy doing. Right. That is the ticket right there, which again for a lot of well, my listeners and or members, one of the ways that I helped them do that is providing value through classes and that's the way you can have a wide net, you know, cast that wide net, get a lot of people in, sift sort, all that kind of jazz. That's one way to kind of scale your database and build your brand locally. Okay. What are you planning for 2023? What are you, what are you changing, anything, just subtle changes or any big changes? Yeah. I'm getting out of production. I'm pretty much out of production now. So I've created a succession plan, I brought it up on sales master on the stage there. And the succession plan was I've taken the $200 million team. I've got now it's team Molly's retired. Now it's team Shane, team CJ, team Dominic, team Colton, team Jessica. And now the loans go in their name. Now it's their database. They got to keep up the standard of the annual mortgage abuse everything's there. But now the loans are in theirs. So now I've got 78 hours of my day back of coaching and leadership and creating content. So working on a book, work on academies, working on content and the work on the coaching program here coming up. But it's just, I've got a passion at adding value, but I've got to create content to coaching so I can be valuable to loan officers. Right. Yeah. Which I think you've been valuable so far, obviously for many who followed you and seeing you at various events and on podcasts, et cetera. So you're already doing that, you're just going to take it up a notch. And I'm on your site, which we're going to put a link to this in the show notes, which is coachwally.com. And I love the fact that what I can see there is you're kind of like in that, you look like you're at MIT, actually, with that big, and the big formulas on the board. I've got, I just see what looks on there. It looks good, man. I don't know what's on videos. Do you want? What are the latest videos? You're YouTube videos there. You've got your black grease board with your tracking and all the lessons that you're teaching there. Okay. Yeah. So, I mean, I just love teaching classes and yeah, the video is the break. Yeah. So that, it's cool. That first one's one of my favorite ones. It's just 2013, $36 million, then it goes to $45, and it goes $80 million, and how I did that. Well, there's one of my favorite ones to talk about is, you know, how do you double your business and double your time off? It's, you know, it's folks I'm building an offensive team, which helps you prospect, and they also help empowering them to handle a defense aspect of doing the lot. I think that most mortgage loan officer teams hit a ceiling, you're probably $50, $60 million a year, which I'm not a dog in that volume. But for them to get to $100 million or $200 million, there can't be just the team leader and a bunch of minions around them. Once a team leader exits, those minions will fail. But what's super cool about the team that I've built today that have now taken the team and CJ, you know, did $50 million last year, now he's doing $75 million this year during this negative shift that we're in, but they've got the ability to, I've taught them how to fish. I've just not given them fish. So if you can teach your team how to fish, they can help you fish. If you can teach your team how to fish, they can help you fish. We've definitely heard some ideas on how to fish here today. So we want to thank you for that and those who want to learn more about your next phase here, growing into coaching and everything, coachwally.com, we'll put that link in the geonotes. Hey, man, this has been a crash course clinic on how to revolutionize your business. Seriously, fantastic. Thank you. You bet. On there, coachwally, if anybody wants to go on there, set up a zoom or point me with me, feel free to and we'll get us on the schedule. Awesome. All right, listeners, hope you like this one. You know what to do if you did. Hey, leave us a review. Check the links in the show notes and I will see you on the next one. Hey, guys, what's up real quick? You've heard about the mortgage marketing pro membership before and I just want to quickly remind you if that you're in a place in your business where you simply need more purchase loans. You need to fill your pipeline with purchase business. Let's just face it, agents are still a solid pillar of business and sources of purchase business for you. Well, good news. Our mortgage marketing pro membership helps loan officers like you close more loans without the hassle of chasing agents or cold calling done for you agent classes, expert training videos, a marketing automation platform that automates the entire process for you. Everything you need to build your personal brand in your local market, 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 seats, partnering with affiliates real easy, but that's not all. You'll also get access to our weekly mastermind calls with top LOs, authors, speakers and coaches to learn the best strategies to grow your business right now in today's market. And as an extra bonus for limited time for all new members, you'll get access to a database of 200 agents in your local market that have closed anywhere to from eight to 50 transactions in the last 12 months. And we'll provide that list 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 mortgagemarketing.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. 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