Leveraging Instagram Broadcast Channels to Build REALTOR Referrals

Hey, what's up, Jeff Zimphur. Thanks for tuning into the mortgage marketing radio podcast. Hey, if you're a first time listener here, thank you so much for being here. I'd love to know how you got here. Feel free to jump over to our Facebook group. Over on the Facebook, you go to mortgage marketing radio, type it in there. That's a group just for podcast listeners of the mortgage marketing radio podcast, like yourself. I'd love to connect with you more. See some of the good stuff happening over there on the Facebook. Secondly, if you've been listening for a while and you like this content, I would like to know the best way for you to let me know. Leave a review. Just take a moment and do a little tapy, tapy thing wherever you're listening to this and get over to leave it as a review on Apple podcasts, Spotify wherever you're listening to this fine production. And I hope you think it's a fine production. Before we get into this week's special guest, my question for you is, are you looking for unique and different ways to drive realtor engagement, conversations, awareness and attention by way of social media? Aha, three of curveball didn't I? Well, stay tuned because our two special guests coming to you all the way from Canada are going to be talking about how they use a unique, little known feature of Instagram that may just be proved to be surprising and useful for you. Stick around for another moment for that before we get into that. Of course, it is time for the success story of the week or perhaps stories. It's getting so much that I don't even remember which stories I'm telling you every single week. Because to be honest with you, I don't keep track. I just try and bring a new one in from our private Facebook group from our members of my agent classes. What do we do in our my agent classes platform? We help you move from solicitor and vendor to partner and peer. We help you attract realtor instead of chase. We help you increase trust and accelerate referrals by reaching agents at scale with an impactful value proposition that draws agents to want to work with you, helping you become the preeminent mortgage originator in your local market, leading with education and classes using our turnkey platform of my agent classes. Success story of the week. If I have not shared this before, this just came out a couple weeks ago. Win of the week from Marlene. Marlene held her first class. She held, had everyone fill out a class survey and put the list of classes in there and asked everyone to circle which classes they'd love to see next. So they got a lot of agents saying, I want to come to your next class on this topic. She followed up on Mondays with the calls to all the agents who attended. She has scheduled two follow-up appointments and two broker owners who are at her class requested. Marlene come to their offices to teach a class. You want to grow your reach? You want to have impact? By the way, how often do you think you'd get invited into teach a class about loans, about interest rates? Does it happen? Sure. Does it happen a lot? No. Look at in the current market we're in, people need context, people need guidance, right? People need a lighthouse and you can be that beacon of light, helping people find their way, helping them solve problems using educational content to do that, thereby you shift the perception of being a vendor and now to that of peer and partner. It can happen for you as well. What does it take to succeed with our platform? You got to be coachable. You need an open mind. You have to be willing to get a little bit outside of your comfort zone, follow a proven process, attend our weekly mastermind and coaching calls and put in the time and the effort. Do that and you'll start to get some of the same results that you're hearing from these weekly success stories that I talk about every single week. I don't know if it's for you. It's not right for everybody, but maybe it could be for you. How do you know? Well, ideally, you've already been in the business for a couple of three years at least if not more. You're already doing two to three loans minimum per month if not more and what you realize is that you're looking for a more efficient, scalable, leveraged way to attract versus chase real estate agents that lead to conversations and produce referrals, essentially endless referrals on demand for you. Want to learn more? Go to my, sorry, here's where you go. Go to learn more, mortgage marketing.pro. Mortgage marketing.pro. Book a call with me. We'll have a chat. We'll see if we are a fit for each other. Okay, my special guest this week. Somebody from the Great White North up there in Canada. These two gentlemen and I connected some time ago, Tom Moffett and Brandon Love. We're talking about innovative strategies. They're using Instagram broadcast channels. Connect with realtors. This is about creating exclusive broadcasts, channels and utilizing the close friends feature. In a pretty unique way that I've not really heard anybody really talk about before. I hope I'm bringing this to you as newsworthy, as potentially impactful for you because Tom and Brandon, they have their own private community on Instagram of last I thought looked, I think it was 200 plus real estate agents through to whom they're communicating on a weekly basis. They're getting engagement and conversations and they're getting referrals and contracts. So what this is, the excerpt you're hearing on this episode is a snippet of one of our weekly mastermind and coaching calls that we do for members only in our margin classes platform. But I decided, and by the way, in that platform, what I do is once a month, I bring in a special guest. So what you're going to hear today is an edited version of that conversation. You're not hearing the entire call. You're not hearing some of the other success stories and best practices we do around marketing and approaching agents and hosting classes and so forth. You're just going to hear the special guest section that features Tom, Brandon, all about how they're using broadcast channels. I share this once in a while because it might be useful for you to hear what else we do inside our platform. I have had my members come to me and say, they've told me that when it comes to talking about my platform, my agent classes, I should sell the weekly calls more than I do. And while I'm not here to sell you, what I am here to do is share with you, right? And insights behind the scenes, look over our shoulder, set at the top of the stairs and listen in as we talk about this unique method Instagram broadcast channels to grow your personal brand, to grow your engagement and to grow your business. Now in the show notes are going to be links to Tom and Brandon's Instagram profile, their YouTube channel. So if you want to learn more, go follow them. But just listen to this episode and follow along. If you think there's something useful for you, we'll go start your own Instagram broadcast channel. And if you got some questions about it, hey, hop into our Facebook group over there for the podcast mortgage marketing radio. That's where you can get continued access to us and stuff and we're doing over there. So without further ado, let's get into this week's show. So again, we got to jump in transition to our special guests for today all the way from the great north. I want to allow these two gentlemen to introduce themselves because we're going to talk about something that they brought to my attention actually. I've seen it and I've been a part of it, but I haven't really paid a ton of attention to it until Tom and I got connected and I started learning more about Instagram broadcast channels. So let's start with the intro. Tom, if you want to go first intro, who you are, what do you do? And then we'll take Brandon. Yeah, absolutely. So Tom here and everyone, I hope you guys are well. Like you said, Jeff, oh, from up north here in Canada. And as I'm listening, it's pretty funny because a lot of the stuff we do is very, very similar. Like it's Brandon and I, we went down the whole rabbit hole of Google My Business not too long ago as well. And we merged businesses last September. I think yeah, last September. And from there, we really wanted to build out more like a social presence. And from day one, we really had in mind like we just wanted to target realtors that we didn't want to build this huge following on social to get direct to consumer leaves. Like although those are nice, we were just like from day one, let's just target realtors, build up our portfolio of realtors, get those warm referrals in. And that kind of led us into two different strategies that we'll pretty much talk about today with Instagram. Awesome. Brandon, want to introduce yourself? Sure thing. So my name is Brandon Love, business partners with Tom Moffit. So yeah, we've been sharing a lot of our strategies on our podcast commission breath. And that's where we kind of connected with Jeff there. And we're happy to come on this call today and unpack some of those for you and do a deep dive on it because we feel like the best way to learn is to teach. And it sounds like a lot of you have that same mindset as well in your businesses. So I absolutely love that. By the way, what a great name for a podcast, right? Commission breath. Thanks. Who's the audience of that that you guys are targeting? It's all mortgage brokers and loan officers. So it's all geared towards them. And then we have found that over the past couple episodes, we've had more realtors reach out because they're listening as well. A lot of the strategies carry over. So a little bit of crossover there. Awesome. And so we can find that on various podcasts, syndication platforms, commission breath. Yeah, yeah, everywhere. Anywhere you listen to your podcast, YouTube, et cetera. What part of Canada are you in? We're just outside of the Toronto area. Yeah. Okay, cool. So what I'm going to do is this is or you can do this as well, Tom, but I was I was experimenting before this call. And I can do the, you know, screen mirroring from my mobile phone to your account. So why don't we start with this before I do that? Why don't you, if you could just give us the, you know, the layman's explanation of broadcast channels on Instagram and why that would be relevant or somebody watching this might want to consider that. Yeah. So broadcast channels are it's a very unique platform that's built with an Instagram. And it's slowly being rolled out to the creator profiles with an Instagram. So before we dive into it, if you can check on your phone, make sure you have a creator profile, not a business one, not a personal has to be creator. And we'll dive into like how to check to see if you have broadcast channels or not, but the high level of it is basically you create almost like this Facebook group community within Instagram. And every message you send through to it is going into people's direct inbox. So it's a one to many method form of communication. So the way I use it is I, I attract all of these realtors into my broadcast channel. And every week I send out an update, whether it's on the market, social media tips, which is exactly what you guys are talking about. I funnel them into this group. And then I send out that message once a week goes out to everyone, but in a form of one DM through their inbox. Okay. So what I'm going to do right now is I'm going to attempt to share my mobile phone while I'm sharing a Zoom screen. How's this going to be fun? Let's try this. See if I can do this. Share screen, Google Chrome. The whole idea behind it is our called action might be a bit different than you guys, but it's going to work very well for you because what I do is I funnel them into this group. My call to action is to get their email addresses. And then from there, I nurture them through email. And for you guys, you can do the same, but it could be like an invite to your whatever you're pitching, whether it's Google business or whatever classes you're teaching, that could be the call to action. You can put that Zoom link right in the channel for all of them to join every week or however long you do it. Are you seeing your profile on the screen? Yeah. Okay. So what you'll see for people who have a broadcast channel is right down below here where it says mortgage is for realtors. That is the link that I would tap to join or jump into. And I'm already joined your broadcast channel. But what I was doing is I was going back through your content and I'm going to run on this for a second time. And then you guys chime in on this. But you can see at the top he's got 276 members in there. Okay. And I was scrolling through your content. Actually, it brought me to your latest post every time I log in. But I wanted to go back a bit. So pardon the squirrel on the screen for a moment, guys. But I wanted to give you some context in terms of the type of content that you can put in this thing. Here you see a link to his podcast. There was one that stood out for me. You've got videos. Yeah. So one off video messages. What's the what's the max length on those? Do you know? I believe those are 60 seconds just like any DM video message on Instagram. So I've only done a couple of those. I found the loom link more effective because I like to go a bit longer than 60 seconds. So I'll share my screen on those ones. But those are for like if you wanted to do like a quick message like an update on the fed announcement or something like that. You can bang that out and just put that video right in there. And the cool thing is you have so many different types of features that you can put in that channel like voice voice note video holes. You can do all of that in this group. All right. So here's an allume example. This is three things in three minutes. What are you typically doing in that? So I'll either talk about I try to do a variety in those three minutes usually goes out to five minutes. But that's kind of like a running joke with it. I'll touch on market updates. I'll touch on social media tips that are very granular and specific. And any business development stuff that I can share with my realtors. I'll share email templates. Any social media templates. I'll share and I used to put it right in the actual group. But then I had a couple of mortgage brokers up in Canada joined and kept snagging them. So I now it's actually better because what I do is to call the actions. I have them DM me after I say hey if you want the template send me a DM and I'll send it to you over email even though I can just send them a link over Canva. I want the email address. So let's by the way I want to pause on that strategy for a second. Because when somebody is joining your broadcast channel. I mean if they have their email displayed in their profile you can get it there. But that's not a guarantee. So you're using the strategy to be able to build your own opted-in list essentially of real estate agents. Yeah. Because then when I nurture them through my Friday email it's not as bad as pulling their email off of like online. And they're going to see the email come in be like how this guy even get my email. They know me. They know they knew that they gave me their email address. So I've never had any realtor on my realtor list asked to be opted out of it. Yeah. So I'm going to go back to more current. I just wanted to show you guys some of the data or the content examples. You know I love that you're essentially kind of you know this is a community you've built it is like in your your communication is very kind of casual and friendly right. Morning realtor fam everything you need to know about rates you know blah blah blah blah down below etc etc you can do polls as well. Yeah you guys might think that one's pretty cool. I asked them like what do you want out of this group and like by a landslide social media was the topic that one and that just reinstated the fact that they're they're hungry for social media stuff which exact is exactly what you guys are doing. And then this here is is this an image? Yeah that was uh yeah that's a Canva template that they can use and tweak. Oh it's a link to the Canva template and that's why the image is showing up okay interesting. So everybody getting some pretty cool ideas. And I was even thinking while you guys were chatting uh the start of this you could even pitch this to them as a class like if you have your own channel you start learning how it works you could then pitch this to the realtor like hey this is how you can start a broadcast channel this is why it be a benefit to you in your business. And I actually had a realtor reach out to me this week and he's in this and he called me because he he had his brokerage uh had someone like in a realtor go on and do training about this. So he's just picking my brain as to like hey how can you start this like where are the things you've experienced with it. So there's a market out there most people don't really know about this feature yet but it's getting rolled out and more popular as the months go on. And I think realtor can use this for like off-market deals in their local market like the the possibilities are endless with it. Absolutely so I'm going to pause screen sharing for a moment. If I can and I want to unpack some of the other things you shared with me stop mirroring. How's that guys? I was able to do screen sharing while we're in the zoom. I feel proud of myself. Genius. All right genius. Okay you had shared with me and I know we got questions going in the chat so I want to address those too. How has when did you start the broadcast channel? I started this in September. Yeah September last year. And now you have 276. How are you getting people in there? Yeah so the strategy is it's all through DMs so what I do is I'll follow a certain amount of people per day and it's all realtors. So I started off having a VA do this and then he went over the limit for Instagram and kind of had me in the shit list. And so I was like okay I'm not doing anymore. I'm going to do this on a manual basis. So what I do is I do every hour I'll do 10 realtor followings which my wife does for me now so she'll follow 10 realtors an hour and then 30% of those 10 realtors on average are going to follow you back and then that's when you send them a video DM. And the video DM is all you're saying is hey Tom here just wanted to quickly say thanks for the follow. I also want to take a second and invite you to my broadcast channel. What is it? Well it's for you specifically as a realtor. I'm going to drop the link down here below. I have this this and this in it and go check out the content there's already a bunch there. And is that a one off for it customized for every realtor? Yeah yeah so you're naming them hey Tom hey Kevin hey right so they know it's not automated. Exactly and the conversion rate on that is 30% of people you send an message to will opt into it on like my stats right yeah. What's come of it so far for you in terms of engagement conversations and deals? Yeah so the cool thing is I'm just in growth mode right now so I haven't even taken the time to like circle back and direct message them to hop on a call. So what I'm doing is I'm throwing the channel getting email addresses and through that which I didn't expect was realtors sending me leads without even popping on a call with them popping on a meeting and so I've gotten cold like they're not cool leads I've gotten leads out of nowhere from that I've gotten a few meetings just from natural conversations with them reaching out to me and I think about 30-ish emails yeah all right guys yeah questions comments thoughts does anyone here already doing a broadcast channel? Hey Tom I have a question for you so I'm not sure if you're in Canada so I'm not sure if you guys have strict rules when it comes to texting that we do in the United States but do you guys also incorporate the reach app into all of those you take all those agents 267 and put them into the reach app where now you can be able to text them videos as well and and just send them send them whatever you want via text do you guys have any rules like that to prevent that? Yeah yeah Canada does have like privacy rules and direct contact laws anti spam legislation on that kind of thing so unless someone opts in to receive text you can't send them anything so there's not really we don't I've never heard of the reach app maybe it's a thing here but I've never heard of it but like direct text marketing gets you on a pretty nasty list if you do it without their their consent without for those consent got it yeah ask go through the filter yeah yeah make sense but like yeah texting is awesome one way we do it is when we nurture them through email we do Friday emails which is some of the same content that we're putting in the channel but it's more longer form videos with more personalized touches and we send that one to one but it's through another app called Yam if you've ever heard of that that connects to Gmail and we do a video in there every Friday and and that's our our nurturing list and then Brandon you're a big call guy still I'm just strictly DMs now but we have our both different styles of connecting with realtors and nurturing that but the broadcast channel is a way to funnel them in get their information and then go from there and yeah that's one method we use on Instagram and then I guess once we we chat more about this we can dive into the second one for those of you that don't have access to it yet yeah I see I see some questions coming in someone saying I'm set to entrepreneur don't see creator not having access that's something funny enough Tom has access I don't have access so we've been forced to pivot that on my client and realtor list and and see how we can get some of those those leads still in and nurture those people so if you don't have access it's one of those things that unfortunately Instagram hasn't rolled out to everyone I've tried to get it myself in different ways I've messaged Instagram not very responsive and not a lot of action in that respect but what you can do is take those realtors and add them as a close friend on Instagram so you can mark them as a close friend then anything you share to your story share directly to close friends it'll prioritize going to them and they'll be like they'll see a little green circle around it that shows it's exclusive to them makes them feel like more of the inner circle that way and then what I just do is I nurture more over like the ones who I do have consent to text I'll text or call them and then have some of the the conversations more long form that way so it is a bit more of a bottleneck and a pain the butt to do from you know one to many perspective but that's the work around for the time being until Instagram rolls it out to everyone yeah so and I know we're talking about realtors but you could even do this for for consumers like if you want to go direct to consumer you can do like a first time home buyer like whatever your niche is real estate investors you can do that like the possibilities are endless there but that's broadcast channel we can go on to close friend strategy unless someone wants to chat a bit more but I do want to talk about close friend strategy for sure I'm glad you brought that up does it make sense for me to keep the profile open when we talk about that yeah first yeah I guess for a second basically close friend strategy if you don't have the broadcast channel this is what I was doing before the broadcast channel is it it's still another way to get more realtor partners and the way I do it is when you add like do you guys know what the close friends setting is in Instagram so when you click that following button I don't know if you could do it through your screen share or not but there should be an arrow next to follow yeah there you go yeah add to close friends list that star right there so once you do that you're gonna create this list that are called your close friends and anything you post you have the option whether it's a story or an actual individual post a real you can you have the option to just push it to your close friends and nobody else so the way I was doing what it was I was adding every single realtor that I followed on my list so I had like 600 and something on my list and anytime that I wanted a realtor to see something I would put them now there's James and Travis coming up in my feed oh little Bradley Cooper action nice but yeah so the way we did it was when those realtor see the green circle around a story or green circle around a content piece they're attracted to that because like why the heck is this guy out of me on my close friends list so they click on it and you're gonna have a strong hook with whatever you're doing you're gonna make it clear that it's for them as a realtor so you're gonna say like realtors listen up and then you get it into your point and then that's gonna create conversations through DM and same strategy you just don't have the actual broadcast channel itself okay so the close friends thing let's think about that in the context of teaching classes my strategy would be anybody who shows up for your class you go to their Instagram and add them as a close friend once you're checked it once you do you have to be obviously friends are following each other to do that I assume um you I think you can add I think you can add anyone on your close friends list that you are following I don't think they have to follow back I could be wrong on that but okay you obviously want them to fall back because then they'll see it right yeah now I mean look at look just be careful with this right I mean if there's zero connection or engagement I mean it depends but by the way here's what I would I would do if I'm teaching a class you know and I'm thinking about like is it relevant to do this even when it's not an Instagram related class I think perhaps but I would probably be bold enough to let people know hey guys just so you know everybody who's here today you're gonna get a DM for me or a follow on Instagram and I'm gonna add you to my close friends list because did you like today's content would you like more of this type of stuff and so you can either do that for your close friends thing or do that to kind of promote your broadcast channel so if you do want to do a broadcast channel obviously you can promote that in the class itself but a lot of you know what are we talking about here we're talking about continuing the engagement in the community following the class some people have a Facebook group and they do really well with that some people don't want to do a Facebook group some people are more IG right and if that's you then this is your version of that yeah and I would even add if you don't even want to do either strategy I think the biggest takeaway would be if like DMs are by far like an underutilized thing in both of our well in our industries the mortgage industry and I feel like nobody sends you video messages and if you can do that you follow realtors they follow you back and you send these video messages out you're called action could be whatever you want it can be to your next class but you do that over time like the first DM could be like hey mr. realtor thanks for following me just check out your profile love that post you did about one two three sunset drive really unique really cool and then you follow back on that in a week or two and you you can put them on this list to to know to go back to them and then invite them to whatever your call to action is exactly and just to add a layer to that if you are actively using a lot of call and text already and you're taking time to go to this person's profile and add them to their page take a few notes when you're there so are they like a San Francisco fan I can see the the hat in the background Jeff are they you know a big American flag whatever the little thing about them is that you can write down and have that note when you call or text them try to draw something back to that and then it really starts to make them feel like hey you know what he has been his close friends he actually cares about me you get a little bit of reciprocity there and you build a nurture relationship that way it doesn't happen in one DM happens on the you know the 30th 40th text call follow up where they start to feel very close to you and more than just a business relationship okay a couple good questions coming in one was how many broadcast channels can you have and if you guys know I think you can have more than one I'm pretty sure you can I don't know the max on it but I think you can have more than one then the next question is any recommendations on first post in the broadcast channel before sending the invite link out so you have some go up send area yeah the one thing you should know is when you send out or when you create the channel it sends out a link to all of your followers like whether you like it or not it sends it out to everyone which sucks and it doesn't because when I did that I had like it was early on when this thing came out then I create this channel that sent out to everyone as like my wife was like what is that thing you just sent me like what do you mean I didn't send you anything and then I go back and there's already 40 people 40 realtors in my channel I was like whoa this is cool so it does that right away so what I'd recommend doing is having at least two to three posts or content stuff ready to go when you create the channel you don't have the option to put it in there before you invite people but you can just copy and paste it right away into your channel right when you send that out that's what I would do and is there actually a link that you can share externally outside of Instagram to that broadcast channel yeah so you can copy the link in when you're when you have the broadcast channel created there's a little hub area where you can customize the theme at an intro video and copy the link and what I do is I copy the link and I'll send it over text to a realtor if they don't if they're not part of it or I'll send it over email in my Friday emails I hyperlink it join my broadcast channel very cool and of course by the way for you know we use QR codes here very simple easy thing to do is that a QR code to your PowerPoint slide your image you know something like that can you run followers from your broadcast no you can't remove people and and the weird thing is you can't even see the followers itself you can only see the follower count but the way you can see who's in it is by posting some sort of interactive or any post for that matter if they react to it with any emoji or they they like it you can see who that person is so if you go into my channel you can see out of the hundred and something people that voted on that poll I did not too long ago I have that list that I'm going to go back to and every realtor that voted on those things let's say you are a realtor that voted for social media on what you want to see in the channel I'm going to be circling back and doing a one-to-one DM video saying hey I saw you voted for social media in the channel like what is it specifically that you want help on yeah that's good to me yeah I actually one of my most loyal real estate partners is someone who found me on Instagram right and I think watched videos and got to know me there and so she's still you know a good friend but it's just yeah there's so much value there and you don't you don't realize it sometimes well it's like you know we've talked about before and this is why I love this conversation Travis had mentioned this early on when he joined our community and all the content he and James are putting out there you know and I don't want to go down the rabbit hole discussion about consumer direct and all that versus realtors but Travis had previously obviously established that he grew his referrals by being on Instagram and by putting the content out there and so many people come to Instagram for example with the idea of like I'm gonna blow up my consumer direct maybe right but like who's really on there we know realtors are on there for sure yeah that that's exactly how we used it is just shift the the script you're still posting content for consumers but in the lens of having it so it's shareable from a realtor's perspective because that's the fastest way to scale it yeah it is funny because you'll you'll see the the channel numbers go up randomly with like some days I don't send out DMs and I'll see like two people join I'm like oh that's weird you don't know who it is but sometimes it could be like a realtor telling another realtor friend to join or it could be a mortgage broker you never know but there's like I'd say the people in my group are 90% are realtors for me it's funny because it's kind of coming full circle to the timing of me connecting with you Jeff is I want to at some point create some sort of like accountability group for realtors for social media something along those lines where I can invite those people into this this buy weekly call or you guys know better than I do but that's kind of like the way I want to to veer it into because I have this big list of people in there but I haven't necessarily had a big call to action to it yet so that's what I'm going to do with the broadcast channel and Brandon I know you have different different approaches with what you're doing yeah so I'm letting Tom kind of carry this strategy forth here on I'm getting the realtors in and then I'm building out more of that nurturing campaign for once they actively send the leads and then doing more of a lead tracker sort of type email mindset piece to that and that goes every week and updates any leads that have come to our brokerage that way so Tom's kind of getting getting them hooked in and then once he has them I'm really getting them addicted to our process love it love it good stuff guys I really appreciate you guys being here yeah our pleasure thanks for having us all right well thanks for tuning into today's episode hey you got a question for you are you struggling to get engagement and referrals from real estate agents and feeling like you're constantly fighting for business in a crowded market what if I told you there's a way to attract agents to a provide unique value that helps them grow their business and generate referrals on demand helping you become the dominant loan officer in your local market look I've with an originator for over 10 years I understand the frustration of feeling like you're just another player in a sea of competitors and you're struggling to stand out and get noticed by the agents that you want to attract and engage with what if I told you this way to flip the script and position yourself as the go to lend in your market attracting agents not chasing not paying for leads not cold calling but actually generating referrals on demand and the best part you don't have to ever make a cold call or chase leads again you don't have to work with we need 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Book a call with me now mortgage marketing.pro we'll see you on the other stuff