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Sept. 9, 2026
Stop Cold Calling Agents. Teach a Class, Get Referrals
Want more Realtor referrals without spending your week cold calling agents?
In this episode, longtime client Glenda White joins the Agent Referral Xcelerator cohort to break down how she uses educational agent classes to create appointments, build trust with real estate agents, and turn those relationships into mortgage referral opportunities.
Glenda shares the process she uses after teaching a Google Business Profile class for real estate agents, including how she gets agents to book 15-minute audits, asks for reviews, follows up for six weeks, and creates a natural opportunity to ask for the agent’s next buyer.
You’ll hear:
- Why teaching agent classes gives loan officers a better reason to start conversations with Realtors
- How Glenda turns a class into booked one-on-one appointments
- The 15-minute audit process she uses after class
- How she follows up for six weeks without sounding like a cold caller
- How and when she asks agents for the business
- Why some of her best referral relationships started with agents she might not have targeted otherwise
If you’re a loan officer, mortgage broker, branch manager, or mortgage professional looking for a better way to build Realtor relationships, this episode gives you a practical look at how agent classes can become part of your mortgage marketing strategy.
Want to start teaching agent classes?
Get my free 5-day email course, The Agent Class Method, and learn how to use educational classes to get in front of real estate agents, create meaningful follow-up conversations, and develop more referral opportunities.
Get it free at:
https://myagentclasses.com/email-course
WEBVTT
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What if you could stop chasing real estate agents for referrals and start giving them a reason to come to you?
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If you're a loan officer who's tired of making the same cold calls, sending the same follow-ups, and wondering how to get agents to actually see you as a valuable business partner, this episode is for you.
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You're listening to the show where we talk about practical ways that you can build stronger agent relationships, create more conversations, and generate more referral opportunities by teaching instead of chasing.
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I'm your host, Jeff Zimfer, and today we're answering a very specific question.
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How do you turn one agent class into actual appointments, conversations, and referrals?
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To help us answer that today, you're going to hear a recording from one of our private cohorts featuring my longtime client, Glenda White.
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Glenda has been teaching classes with me since 2020.
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And she's taught this particular class, the Google Business Profile class, more than two dozen times.
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And she doesn't just teach the class and hope something happens afterwards.
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She walks into the room with a proven process and a plan.
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Her goal is to get 50% of the agents in attendance to book a one-on-one with her before she leaves.
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And she directly asks agents for the opportunity to work with their next buyer.
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Okay.
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In this episode, listen closely for three things.
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First, how Glenda positions herself as a business growth partner instead of another lender calling agents about rates.
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Second, exactly how she moves an agent from the classroom to a 15-minute call to weeks of follow-up conversations.
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And third, how she makes the ask for the business without making the entire relationship feel like a sales pitch.
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You'll also hear why Glenda says some of her best agent relationships started with people she might not have ever targeted based on production alone and how one agent took what she learned and generated more than a million dollars in listings from Google.
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Now, if you're listening to this and thinking, hey, I'd like to teach agent classes, but I don't know what to teach, how to get started, how to get agents in the room, how to turn a class into referrals, I've created something just for you.
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It's called the Agent Class Method.
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It's my free five-day mini email course.
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Over five days, I'll walk you through the method Glenda used behind teaching educational classes, create conversations, and build credibility to develop referral relationships without relying on endless cold calls, coffee meetings, or chasing.
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You can get it free at myagentclasses.com forward slash email course, or simply use the link in the show notes and get access to that today.
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So if you're ready to stop being just another LO asking agents for business and start becoming someone agents actually want to meet with, stick around.
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Here's my conversation with Glenda White inside the private cohort of loan officers learning how to teach aging classes.
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Let's get to it.
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Okay, so let's get into the agenda here today.
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It's mostly us talking about the Google Business Profile process, the audit, how to go from class to audit to conversations and referrals.
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Glenda, how long have you and I been doing classes together?
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Is it five years?
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We started January of 2020, right before the world shut down.
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Oh, did we really?
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We did.
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Wow.
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And then, of course, we pivoted to Zoom, and now we're less on Zoom and more in person.
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How many times do you think you've done this Google class over the years?
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What was that approximate number you said?
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27 since 2021.
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27 times.
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I don't know what that equates to per year, but I remember I used to quote you doing this six to eight times a year on average.
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Six to eight.
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I've already done it four times, and then I'll do it another four at the end of the year.
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Why?
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This is your number one class that you teach, right?
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Mm-hmm.
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It is.
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Why this one?
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It's easy.
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It's not easy conceptually.
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It's easy because it's a hidden piece of any real estate agent's business, even if you're a brand new real estate agent or one that is high producing.
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So it allows me to go in for an easier aspect to hire producers to say, hey, have you ever thought about your business page?
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And then it goes into just a
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like my mind span is, is your team set up on it?
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Because if your team set up on it, has anybody ever left your team?
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And if they say yes, that's an easy conversation of, hey, we need to come have this conversation to you and your 15, 20 agents because everybody needs their own page, not a team page.
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So I think it's the easiest missing piece of business from them getting business and them showing who they are.
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And once you've kind of gotten comfortable with the language, the verbiage around this, understanding the kind of the fundamentals of the Google business profile through teaching the class and or reading or digesting the assets that are included with that, such as the guide, etc.
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How comfortable are you now in talking about Google with agents?
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Um, it's easy.
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Um, I tried to book four to five appointments a week just to have a 15 minute conversation.
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Um, I'm not one I've been doing business for 15 years.
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I do not like cold calling, believe it or not as a lender, but if I do cold, cold call, it's about Google.
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It's about how I can help them with statistics and stats that I've closed on Google that maybe they're missing that.
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So you've gotten deals from your Google profile?
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Oh, 100%.
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Yeah, I've closed five transactions from Google.
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Wow, nice.
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And well, this is going to sound self-serving, but one of the side benefits that loan officers get by going through this class is they learn how to optimize their own profile.
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Now, did you change your profile as a result of doing the class?
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100% I changed everything that I do on Google because of the class and if you guys are okay with this I want her to take pick it up from the point of how she books the audits in the class itself rather than you know let's not have her go through the class now she teaches that you guys have the video so uh does that sound like a good place to start how she gets the audits okay so Glenda you're in class you're up there teaching how do you get these audits scheduled on your calendar
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The whole thing for the audits is I want to be a true partner in business growth.
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I don't want to be the lender that's calling about a right staff.
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So whenever I'm presenting this digital audit, 15 minutes for free, my goal if there's 10 people, I want five to book an appointment that day.
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And I just simply tell them,
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I want to be a partner for business growth.
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And then I show them my loans that I have closed from Google that if you implement it, you will absolutely close transactions.
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And then their eyes light up to say, oh my gosh, I need to have a 15 minute conversation, which leads into more conversations down the road.
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And there's a QR code that we have that goes directly to my calendar link that is listed out.
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I use Acuity Scheduler.
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Some of my... Acuity.
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Acuity.
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U-I-T-Y, yeah.
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Mm-hmm.
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And that's how everything is booked on my calendar through Acuity.
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But that's even this morning of looking how many classes since I've started it, I can pull all the data.
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And as a lender, I love data.
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So then I can break it down of, hey.
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We've had four digital media audits for your Google, what's working and what's not working, and what's your lender not helping you currently right now.
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So it's an easy, quick QR code before they walk out the door to get 50% booked on my calendar that day.
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So I want to put a pin in something you just said, which we'll come back to is let's let's everybody here hold me accountable.
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The other thing Glenda does is she does accountability calls once she's done the audit.
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I mentioned this to you guys, I think, but she does those, I think, for six weeks.
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But let's circle back to that.
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OK, so you're in the class.
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You're standing up.
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You're doing the slide, which everybody knows the slide you're referencing.
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It's got the QR placeholder there.
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I know there's some technical challenges sometimes.
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By the way, do you have a backup option in case people are QR code challenged?
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No, I literally walk over to where they're sitting and say, hey, can you pull up your QR code?
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I don't let them leave a class unless they're having their phone with a QR code.
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I also have a little template that I built on Canva that the front page is give me a Google review.
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And then right next to it is book your digital media audit for Google.
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And it literally does the class check in.
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And on the back, it's got the Google review and a digital audit.
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So they have the paper in front of them on the table as well.
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And it cost me, what, 20 bucks or Canva to make it.
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And it's a little, like a three and a half by five hard stock matte paper.
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So that's a handout for class?
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Literally, it's like, I wonder, I don't ever, I'm really bad about that.
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I don't hand anything out.
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It's all digital.
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Besides, if you want my information, here's my information on my Google.
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Go check my reviews.
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Number one, I'm accurate.
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Now that I'm over 100.
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And then two, book your digital media audit for that class.
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So it's in front of them.
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Okay.
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I love that.
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Did I hear you say you're asking for reviews from the agents in the club?
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100%.
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All right.
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So tell me.
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Absolutely.
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My goal is 80%, especially on Google, 80% if you haven't given me a review before you walk out, because I tell them reciprocity works.
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If you give me a Google review on how I collaborate with you, then I'll give you one on your collaboration, which again leads to
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I gave you a review, you gave me a review, let's start the true partnership journey.
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And now it's an easy, like, it's an easy ask for anything.
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If they're giving me a review before I walk out the door, they already know I sold them on how to grow their business.
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And that's my goal.
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Yeah, you've got so many things working for you.
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If they're leaving a review before they leave the class, number one, I mean, so much trust and reciprocity is happening.
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I want to also for a moment, because I know what's in some of your heads.
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Is anybody thinking, well, we didn't do business together.
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What review are they going to leave?
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Like that's definitely come up in the past.
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So I, as you know, Glenn, I call these character reviews.
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Yes.
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Right.
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Do you want to describe essentially, and you're welcome to pull up your Google page as well.
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Do you want to describe what they might be saying, even though you guys haven't transacted together?
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Yeah.
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Um, excellent in communication, excellent in delivery of classes.
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Because of what she told me to grow my business, I'm going to help her grow her business.
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Um, I think I have, um, probably 40 or 50 agent reviews.
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Um, which is fine because it collaborates of how I do business and then how I close loans.
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And so they're both.
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And then I have to remember visually that when I moved over to the broker side, I lost all the experience.com.
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I had 195 five-star reviews from them, and I didn't have anything three years ago.
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So within three years, I built it up to 116 reviews.
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And now for me, that's a character witness to say, hey, I can close loans and I can help you grow your business.
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So now your goal is 50% of the people in the room to book an audit with you?
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Nope.
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50% to book an audit and 80% to leave me a review.
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Interesting.
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You've got to do a lot of work before they leave the room.
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And I show that because I tell them that's how I translate my business.
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That if I'm doing all the upfront work for you to prepare you, that's how I handle my clients.
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And that's how I handle my transactions.
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So then it relates in a different standpoint of, hey, I'm not just asking for review.
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I want to show you how I transact.
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So then when you have a client, I can help them.
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This is the same conversation we're going to have on your client side.
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It's fun.
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For me, it's a challenge because if I don't, for me, my mindset is if I don't get calendar appointments before I walk out of the room, I didn't do my job well enough to portray the value of what I'm showing them.
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So the mindset, no matter what class I do, is I want 50% booked now because you're committed to me and I committed my last hour.
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Okay, so you got people who scheduled the audit.
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Now take me from, now you're having an audit conversation with that realtor.
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What are you doing prior to that?
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You know, we've got the GPT that everybody uses.
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Walk me through your whole process there.
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If they have a Google page, then we all, I mean, the GPT is so amazing.
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You just throw in the name of the GPT and then we talk about the strengths, the weaknesses, what's working, what's not working.
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And then I tell them to put it on their calendar.
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30 minutes a week, non-negotiable for Google experience is what I call it.
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It's a Google experience.
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And now they're changing something every single week based upon the to-do list that the custom GPT built out for us.
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I want to, for a moment, step back because I should have asked you this question first before asking about the audit itself.
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Are you looking up the agent's production, doing any reconnaissance, you know what I mean, prior to?
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You're not.
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I am not because my top agent today came from Google a year and a half ago from one class and she was a brand new agent.
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We have closed 10 transactions for just me and her and she was a brand new agent.
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So I don't care if you don't do any business.
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I don't care if you do 50 units a month.
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My goal is to do the visionary piece and to help you grow your business.
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And then one of my agents that implemented from, she was a year ago, Google, by July of 2025, she had 1.2 million in listings from Google.
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Really?
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So it worked.
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She implemented 100% of what we did on the audit.
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She implemented it.
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She still uses it.
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She had 1.5 in listings because of her Google page.
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So now it's a non-negotiable.
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I'm her lender for life because I helped her do something that... Yeah, there's no loyalty issues there.
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Yeah.
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No, at that, it was an hour class that I was able to help her do her audit.
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She implemented it, which that's the biggest thing is have you help them implement it.
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But then I show them case studies of if you implement it, it will come.
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All right.
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Sorry to have to circle back there.
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But all right.
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So now you're you're on the Zoom and you're doing most of these over Zoom, right?
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Absolutely.
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Yeah, because I'm in South Dallas, South Dallas and Fort Worth.
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So no matter what, just to get to the next town, it's 25 minutes.
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And a lot of my agents are an hour away.
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I'm not driving for a 15 minute audit.
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I'm going to get them plus with kids.
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I want them to book it on their calendar.
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Are you pretty, pretty strict with the 15 minutes?
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Are you doing 30 or what does that kind of look like in the real world?
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The first audit is absolutely 15, non-negotiable.
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I don't stretch it after that because sometimes they're back to back to back.
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I let them understand of it's a quick conversation to do an analysis on your stuff.
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I like to have the name before it.
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So even on my...
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calendar appointment for digital audit it has your handle on there what you have so then i can pre-work it so as soon as we get into the conversation we're already audit like it's business it's straight business you take the google profile link and preload it so it's all ready to go yeah so it's already there i'm like i'm not doing a zoom to help you fix the name i want to see your name so we know what to fix
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And you are now you are just going through what the GPT puts out.
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Remember?
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And guys, show this to everybody.
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I did a demo.
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By the way, has anybody used the GPT yet to run a Google audit?
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Anybody here?
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Yourself or an agent?
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Okay, cool.
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Some of you have.
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Literally, are you just going through that in 15 minutes, Glenda, and saying, well, here's what GPT says?
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Yes.
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That's what's insane.
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I do not let my agents have that link at all because I want to do it.
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Thanks.
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So I'm like, here's your strengths, here's your weaknesses.
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And then I tell my GPT to put it in a PDF for me.
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So then we can send it to them in an email right as we get off the phone.
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Zoom is also really good because it'll transcribe everything and give me my meeting assets.
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So on top of that, they're saying, okay, I had a meeting with Glenda.
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I've never met her before.
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What's her communication style?
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And within a couple minutes, I have the meeting assets, what works and what doesn't with a PDF.
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But that's how I handle my clients too.
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Everybody's on a calendar.
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So then they understand the business side of things.
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Every client is like a doctor.
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Like my clients are like my doctor's office.
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And so it treats that stability of, again, the growth phase.
247
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Okay, so you've done audits and then you get to the end of the call.
248
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Take me through the scripting there on what that sounds like.
249
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My scripting is super easy that I appreciate you allowing me the opportunity to teach you something different.
250
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I literally ask them for the business on day one.
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Are you and can I commit to you and can you commit your next buyer to me based upon my opportunity to help you, my presentation method, my follow up method that you already see within the first seven days.
252
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So I asked for the appointment, the commitment on day one from that.
253
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At the end of the audit call?
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at the end of the audit call.
255
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And then it goes into the next strategy of, I want the commitment for the next buyer, but are you open for a next six weeks conversation?
256
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Because I want a six-week follow-up of that goes into everything.
257
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Like that goes into business, that goes into strategies, that goes into lead gen, but it all comes from the Google digital audit with a six-week follow-up.
258
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And it's non-negotiable.
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So that's my accountability to them is, hey, we want to tweak it.
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It may take you six weeks to implement it.
261
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But by week six, I don't have to cold call anybody.
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Yeah.
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Which is good.
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It's already 15 minutes.
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And we booked them as soon as like, again, acuity is amazing.
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So I book an appointment and it reoccurs the next six weeks, no matter what.
267
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Yeah, exactly.
268
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You can do that with pretty much any calendar system.
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Yeah.
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So for the group here, just to refresh your memory, we've covered this by now with everybody here, the scripts around asking for the business, which to refresh your memory sounds something like
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You've done the audit, just like Glenda, then you get to the end of your call, and it's just like, let me take Brandon.
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So, Brandon, most agents, when we get to this point, ask me, what else can we do together?
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So that's like an open, and you can transition into whatever you want to do there.
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You can do the six-week or four-week.
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It doesn't have to be six.
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You pick the number.
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accountability calls and check-ins.
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And so most agents ask me, what else can we do together?
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You do the thing of what it is you're going to do.
280
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And then let's just say you're going to do the accountability thing like Glenda does.
281
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Yeah, I would love to get accountability calls from updates and check-ins and see how I'm doing.
282
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Great.
283
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The only thing I ask in exchange for all this value is, would you be open to working together on, I gave you the guys example of, three clients over the next 12 months.
284
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You could say your next two clients.
285
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Whatever it is you want to put in there.
286
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I think the structure and sequence is important in how you set that up.
287
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And then you use your own variables of, you know, numbers or does this make sense what I'm saying?
288
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Well, it's also the ask inside the class.
289
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So the soft ask is already there because nine times out of the 10, they ask, how much does it cost for me to do this?
290
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Agents are tailored.
291
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Every single class they go to, there is something.
292
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Yeah.
293
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So when I say it is a zero cost opportunity, but I want you to commit your next buyer, I have already asked that inside the class.
294
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So they already understand it's coming.
295
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So then it's a follow up to that commitment.
296
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I like that too, because you're, you basically demonstrated your value and knowledge in Google.
297
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You're showcasing the audit that you're willing to do for them.
298
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I'm willing to do this for, you say that in front of the group.
299
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Yes.
300
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For those that are motivated and committed, I'm open to doing this for free in return for your next buyer.
301
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Because that's always the very first question they ask is, what does it cost for these services?
302
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Are you going to run my Google?
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I'm like, no, I'm not going to run your Google.
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My ask is commit your next buyer to me because that's how I grow my business is to help you grow your business.
305
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Non-negotiable every single time.
306
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And you're doing that from the front of the room one time?
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100%.
308
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I do that like at introduction because I always ask, what's the cost?
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So I'm going to get it in front of them before I even present.
310
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And then after, they're so dumbfounded because it's an amazing, overwhelming experience.
311
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They're like, oh my gosh, she knows so much of this.
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I'm going to commitment expire to her.
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And by the way, for those of you who feel like Glenda just said, she knows so much of this.
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Now, granted, she's got, the only thing Glenda has that none of you here have is time as an advantage, time in doing this.
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But as you've heard her describe, and, you know, you and I love each other, Glenda, so she knows where I'm coming from on this.
316
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you're not doing anything, quote, exceptional.
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Now, in their eyes, you are.
318
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But in terms of the format we've given you, the customs, like, you guys can do exactly what Glenn is doing right now.
319
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The only difference, she's done it, I don't know, 100 times, whatever it is.
320
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27.
321
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I mean, the audits, you know?
322
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Oh, yeah.
323
00:20:59.247 --> 00:21:00.788
I don't even know those.
324
00:21:01.128 --> 00:21:04.410
But it is because, and it's even been updated, which is really good.
325
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And I like it because we're teaching to the presentation.
326
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We're not going to find extra stuff.
327
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It's just, and the responses that I get was, hey, we've had Google classes before.
328
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We've had attorneys teach it.
329
00:21:18.517 --> 00:21:20.058
We've had title companies teach it.
330
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But what you dive into is the business side of things.
331
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So that's the presentation side.
332
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And when they put two to two together of, oh, it's the best class because we've lined out 60 pages on a presentation, I literally go through each slide.
333
00:21:36.008 --> 00:21:40.972
So they get the assets, they get all the marketing, and they're like, oh, my gosh, you're giving me all of this?
334
00:21:41.352 --> 00:21:46.235
Yes, because my goal is for you to work with me because I'm giving you all of this for free.
335
00:21:46.275 --> 00:21:47.776
So, Sean, I love what you said in the chat.
336
00:21:48.857 --> 00:21:55.302
Sean says, I invest my time helping you grow via Google versus me spending my time cold calling a bunch of realtors.
337
00:21:55.722 --> 00:22:21.085
absolutely i know when you say that in a room sean the realtors are going to be like yes thank god we're tired of getting cold calls from you i do and that is a good conversation because i tell them i'm not calling you between 9 and 11 on monday because i booked with appointments from my classes my value add is for you to grow your business and not make that 9 to 11 monday call because we all hate that so you won't so you won't be getting a cold call from me the call we'll be having together we'll be helping you grow your business
338
00:22:22.126 --> 00:22:36.602
100% Chime in with a couple questions here Go ahead All great stuff Glenda thank you So the follow ups are those all also via zoom or a quick just making sure you're doing your things Those are quick phone calls
339
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Um, usually on the last one, if they've implemented it all, I want to see it because I want to give them, you know, a great kind of hurrah.
340
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My goal is to help them and promote them as well.
341
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And so by the week six, if they've done all the weeks, I want that last one to zoom.
342
00:22:54.990 --> 00:22:57.111
But the 15 minutes are just quick phone calls.
343
00:22:57.251 --> 00:22:57.772
Did you do it?
344
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Did you not?
345
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Not.
346
00:22:59.092 --> 00:23:00.033
What stood in your way?
347
00:23:00.273 --> 00:23:01.113
What didn't work?
348
00:23:01.153 --> 00:23:01.833
What did work?
349
00:23:01.893 --> 00:23:02.894
And how is it working?
350
00:23:02.914 --> 00:23:03.194
Yeah.
351
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And that's it.
352
00:23:04.775 --> 00:23:08.177
I mean, those are great when we can have a 15 minute, six week conversation.
353
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We already know who we're talking to.
354
00:23:10.218 --> 00:23:13.039
So when they book their first one, I just follow up the same time.
355
00:23:13.099 --> 00:23:16.261
And I asked them, does this time work for you for the next six weeks?
356
00:23:16.621 --> 00:23:18.082
They're like, yes, absolutely.
357
00:23:18.222 --> 00:23:18.542
Okay.
358
00:23:18.822 --> 00:23:32.690
And then thinking back when you were us at the very beginning, is there anything if you could think back when you were us that you would maybe, knowing from our lens and how new we are, you would change?
359
00:23:32.930 --> 00:23:33.530
That's a great...
360
00:23:33.931 --> 00:23:36.813
I would use my case study for implementation.
361
00:23:37.113 --> 00:23:44.518
Like if I'm a noob on all of this, my goal would be, hey, I've run it through my business page.
362
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I'm starting it as well.
363
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And that's what I did.
364
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Whenever I started it, as you can see three years ago, I had zero reviews.
365
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So my goal is to say, hey, I've walked through your steps.
366
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I'm also building mine out.
367
00:23:57.306 --> 00:24:02.570
Because once you understand your profile, it's easier to convey the message differently.
368
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than just a presentation.
369
00:24:04.290 --> 00:24:13.253
Like I have it up on a screen here and a screen here and literally walk page by page, change it, and that will say, hey, I've done it to my page, so I know this works.
370
00:24:13.273 --> 00:24:16.094
So now you're a case study for it.
371
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Got it.
372
00:24:16.654 --> 00:24:17.174
Okay.
373
00:24:17.274 --> 00:24:24.296
Let's talk about how to bring in a case study for yourself and also how to get a realtor potentially to team up with you and do the class.
374
00:24:24.896 --> 00:24:28.757
So we have another fellow Texan near Glenda, Tiffany.
375
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And Tiffany's been with me, I don't know, three years now.
376
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And what Tiffany decided to do, we have a class that's on YouTube, YouTube for Real Estate Agents, and it too is full of lots of information and incredible examples.
377
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But what Tiffany decided to do
378
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was there was an agent in her town who she knew was doing well on YouTube.
379
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And so she contacted that agent and said, basically, hey, Marquez, I know you're a rock star and you're doing stuff with YouTube, and I'm hosting a class all about YouTube for real estate agents.
380
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Would you be open to coming and sharing a few ideas, a few pointers?
381
00:25:05.401 --> 00:25:06.982
And so you could do this with Google as well.
382
00:25:07.482 --> 00:25:10.303
By the way, that relationship for Tiffany...
383
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has now turned into an ongoing thing where the two of them team up for classes on a regular basis, YouTube specifically in this case.
384
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The last class Tiffany just did, she had 40 agents in person and 20 on Zoom.
385
00:25:25.798 --> 00:25:27.720
Now, what's the beautiful thing about that?
386
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You guys don't have to teach the whole class.
387
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Like this realtor can come in.
388
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Now, why would a realtor want to get in front of other realtors?
389
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What do you think their angle is there?
390
00:25:36.326 --> 00:25:38.828
Potential broker owner trying to build a team.
391
00:25:39.048 --> 00:25:39.508
Exactly.
392
00:25:39.849 --> 00:25:43.411
Take EXP, takes real, take any of the ones who build a downline, right?
393
00:25:43.771 --> 00:25:44.732
Or want to build a team.
394
00:25:44.772 --> 00:25:45.693
Even KW does this.
395
00:25:46.233 --> 00:25:48.514
Um, so there are agents who want to build a team.
396
00:25:48.534 --> 00:25:57.096
Now, if I was you in your area, I would be Googling realtors and I would be finding the realtors who have a, a decent, doesn't have to be 300.
397
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What's decent Glenda?
398
00:25:58.356 --> 00:25:59.837
40, 50 reviews.
399
00:26:00.037 --> 00:26:02.738
Right now it would be a 45 or more.
400
00:26:03.098 --> 00:26:03.938
And absolutely.
401
00:26:03.998 --> 00:26:14.201
I would call them to team up and have that collaboration and have them talk about their capacity of it with what Jeff brings to you for sure.
402
00:26:14.481 --> 00:26:18.103
And the beauty part of that is, you know, you've got the class slides, et cetera, ready to go.
403
00:26:18.243 --> 00:26:20.665
It's just some layering in some of their content.
404
00:26:20.685 --> 00:26:30.011
You can delete some of the other stuff to shrink it down because the agents will probably appreciate more from the fact that there was a local realtor who showed them how they get reviews.
405
00:26:30.051 --> 00:26:30.291
Right.
406
00:26:30.652 --> 00:26:34.234
And obviously with the reviews, that's the big part of what the agents want is more reviews.
407
00:26:34.734 --> 00:26:37.136
And most agents don't have a great process for asking for that.
408
00:26:37.396 --> 00:26:39.037
So that's what that agent can bring to the table.
409
00:26:39.277 --> 00:26:43.103
If it was me, I would, you know, this, this week go back to her.
410
00:26:43.123 --> 00:26:46.188
My top agents already work with who are some listing agents I've worked with.
411
00:26:46.248 --> 00:26:47.330
And I would look them up on Google.
412
00:26:47.690 --> 00:26:51.496
Now, by the way, you can do the same thing for AI search, but we'll get to that when we get to that class.
413
00:26:51.977 --> 00:26:52.358
Um, yeah.
414
00:26:53.257 --> 00:26:57.660
And that way you can look at those, Sally at Remax or Fred at real.com, right?
415
00:26:58.000 --> 00:26:59.121
And then you just make your calls.
416
00:26:59.241 --> 00:26:59.921
Hey, what's up, Fred?
417
00:26:59.941 --> 00:27:05.244
I know it's been a while since we talked and blah, blah, doing some research on agents who have a strong Google presence in our local market.
418
00:27:05.284 --> 00:27:05.665
Guess what?
419
00:27:06.245 --> 00:27:08.206
You came up as one of the agents who have a strong presence.
420
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Congratulations.
421
00:27:09.527 --> 00:27:10.327
Thank you very much, Paul.
422
00:27:10.568 --> 00:27:12.869
I'm curious, like, is this a big focus for you and your business?
423
00:27:13.289 --> 00:27:13.749
Yeah, it is.
424
00:27:13.790 --> 00:27:14.350
Of course it is.
425
00:27:14.390 --> 00:27:15.751
If he has 50 reviews, right?
426
00:27:16.991 --> 00:27:26.776
Hey, I'm hosting a class coming up in three weeks all about Google business profile for real estate agents that would you be open to how open would you be right to being a guest in my class?
427
00:27:27.096 --> 00:27:31.698
I'm going to guess with the agents egos seven or eight out of 10 will say yes, right?
428
00:27:32.707 --> 00:27:37.090
Now, I have had stories where an agent has said no, but guys, what do we do when somebody says no?
429
00:27:37.110 --> 00:27:37.950
We move on.
430
00:27:38.290 --> 00:27:38.951
Thank you very much.
431
00:27:39.231 --> 00:27:42.113
So that'd be, I tell you what, that's today's homework assignment.
432
00:27:42.453 --> 00:27:43.633
Go find one agent.
433
00:27:43.954 --> 00:27:48.496
Just get one who says yes to being a guest at your Google profile class.
434
00:27:48.776 --> 00:27:49.957
Glenna, how many times have you done it?
435
00:27:50.297 --> 00:27:50.437
27?
436
00:27:50.457 --> 00:27:51.098
27 since 2021.
437
00:27:51.118 --> 00:27:52.058
27, six or eight times a year.
438
00:27:52.098 --> 00:27:53.139
You have bandwidth to do it.
439
00:27:59.993 --> 00:28:00.914
Four or five times a year.
440
00:28:01.234 --> 00:28:02.195
You can do it every quarter.
441
00:28:02.435 --> 00:28:11.524
One of my agents sent me a referral last week and her conversation, her text thread was, oh my gosh, I finally got a buyer from you from your Google class.
442
00:28:11.684 --> 00:28:20.672
It was just a collaboration of staying up to date with them, you know, sending Friday emails, doing everything, but it all tracks back to that original Google class.
443
00:28:20.732 --> 00:28:21.813
And now I've got a buyer.
444
00:28:22.073 --> 00:28:29.160
What I like about the Google reviews is I ask the open-ended question, how many people are in a transaction?
445
00:28:29.500 --> 00:28:32.163
And they're like, everybody, 15 people.
446
00:28:32.343 --> 00:28:33.264
Oh, I had a roofer.
447
00:28:33.464 --> 00:28:34.665
Oh, I had a foundation.
448
00:28:34.725 --> 00:28:35.606
I had warranty.
449
00:28:35.626 --> 00:28:36.427
I had all this.
450
00:28:36.827 --> 00:28:37.448
I'm like, great.
451
00:28:37.868 --> 00:28:39.910
Have you ever got a review from them?
452
00:28:39.950 --> 00:28:41.812
And their eyes are like, wait, what?
453
00:28:42.352 --> 00:28:49.578
I'm like, why are you not asking your buyer's agent, seller's agent, listing agent, your title rep, your warranty, your roofer?
454
00:28:49.798 --> 00:28:53.321
Or have you ever done a review from them from a great conversation?
455
00:28:53.741 --> 00:29:02.528
Because more often than not, their eyes are like, oh, my dear, I never thought I had a great conversation as the buyer's agent with the listing agent.
456
00:29:02.868 --> 00:29:04.670
But what if we now have a...
457
00:29:05.030 --> 00:29:09.092
future client that you're my buyer's agent or listing agent again.
458
00:29:09.492 --> 00:29:13.194
So now we're collaborating on the outside to show a true team.
459
00:29:13.555 --> 00:29:19.618
And I literally tell them to go list it, list everybody on your transaction and go give them a review to get a review.
460
00:29:19.758 --> 00:29:19.958
Yeah.
461
00:29:20.338 --> 00:29:21.759
The way to get a review is to give one.
462
00:29:21.779 --> 00:29:22.800
A hundred percent.
463
00:29:24.331 --> 00:29:27.193
Brandon, one key takeaway you're going to implement.
464
00:29:27.213 --> 00:29:29.834
Sean, no pressure, but we're going to end on a high note with you.
465
00:29:30.575 --> 00:29:32.696
Oh, great call, Jeff and Glenda.
466
00:29:32.716 --> 00:29:33.537
Thanks for your time.
467
00:29:34.137 --> 00:29:39.420
I sent you an email offline question for you, Jeff, but character reviews, that was a big aha moment.
468
00:29:39.460 --> 00:29:40.600
So like I've got a couple more.
469
00:29:40.681 --> 00:29:42.021
I'm setting up my own profile.
470
00:29:42.081 --> 00:29:43.302
I'm going to dive into that this week.
471
00:29:43.502 --> 00:29:50.366
Glenda, great recommendation, setting mine up and then asking for reviews, you know, for any business I do, not just mortgage.
472
00:29:50.486 --> 00:29:52.007
And so a character reviews, that's like,
473
00:29:52.527 --> 00:29:53.308
Never thought about that.
474
00:29:53.608 --> 00:29:54.669
So great call.
475
00:29:54.949 --> 00:29:55.269
Thank you.
476
00:29:55.289 --> 00:29:55.690
Appreciate it.
477
00:29:55.750 --> 00:29:56.030
Bye-bye.
478
00:29:56.150 --> 00:29:56.370
You bet.
479
00:29:56.390 --> 00:29:57.691
Okay, so that's it for today's episode.
480
00:29:57.711 --> 00:30:00.873
There's one idea I hope you take away from this conversation with Glenda.
481
00:30:01.394 --> 00:30:05.176
You don't have to chase real estate agents to build real referral relationships.
482
00:30:05.597 --> 00:30:09.039
You can give them a reason to want a relationship with you.
483
00:30:09.379 --> 00:30:11.301
Glenda's process is a great example of that.
484
00:30:11.501 --> 00:30:19.887
She teaches something agents can actually use, creates a natural reason for a one-on-one conversation, follows through with accountability, and then asks for the opportunity to earn their business.
485
00:30:20.327 --> 00:30:24.390
That's a very different approach than calling an agent and asking, got any buyers I can help you with?
486
00:30:24.750 --> 00:30:30.874
And if listening to this episode has you thinking, hmm, I think I want to start teaching agent classes, but I need a process to follow.
487
00:30:30.934 --> 00:30:31.674
I need content.
488
00:30:31.895 --> 00:30:32.375
I need help.
489
00:30:32.735 --> 00:30:35.017
That's exactly why I created the agent class method.
490
00:30:35.537 --> 00:30:48.385
It's my free five-day mini email course that walks you through how to use educational classes to get in front of real estate agents, create more meaningful conversations, demonstrate your value, and turn those relationships into referral opportunities.
491
00:30:48.725 --> 00:30:52.008
And you don't need to be an expert or have years of teaching experience to get started.
492
00:30:52.288 --> 00:31:00.393
Simply go to myagentclasses.com forward slash email course, check the link in the show notes, and sign up for the free agent class method.
493
00:31:00.593 --> 00:31:03.781
Again, that's myaginclasses.com forward slash email course.
494
00:31:03.982 --> 00:31:10.439
Or if you're listening on your favorite podcast app on your mobile phone, just tap the link in the show notes and you'll get instant access to the free course.
495
00:31:10.820 --> 00:31:16.374
So if you're ready to spend less time chasing agents and start giving agents a reason to come to you, go grab the free course.
496
00:31:16.434 --> 00:31:17.156
Thanks for listening.
497
00:31:17.577 --> 00:31:18.921
See you on the next episode.
1
00:00:00.031 --> 00:00:05.012
What if you could stop chasing real estate agents for referrals and start giving them a reason to come to you?
2
00:00:05.613 --> 00:00:15.575
If you're a loan officer who's tired of making the same cold calls, sending the same follow-ups, and wondering how to get agents to actually see you as a valuable business partner, this episode is for you.
3
00:00:15.775 --> 00:00:25.378
You're listening to the show where we talk about practical ways that you can build stronger agent relationships, create more conversations, and generate more referral opportunities by teaching instead of chasing.
4
00:00:25.578 --> 00:00:29.240
I'm your host, Jeff Zimfer, and today we're answering a very specific question.
5
00:00:29.741 --> 00:00:35.344
How do you turn one agent class into actual appointments, conversations, and referrals?
6
00:00:35.684 --> 00:00:42.448
To help us answer that today, you're going to hear a recording from one of our private cohorts featuring my longtime client, Glenda White.
7
00:00:42.808 --> 00:00:45.050
Glenda has been teaching classes with me since 2020.
8
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And she's taught this particular class, the Google Business Profile class, more than two dozen times.
9
00:00:51.234 --> 00:00:54.097
And she doesn't just teach the class and hope something happens afterwards.
10
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She walks into the room with a proven process and a plan.
11
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Her goal is to get 50% of the agents in attendance to book a one-on-one with her before she leaves.
12
00:01:03.725 --> 00:01:07.588
And she directly asks agents for the opportunity to work with their next buyer.
13
00:01:07.608 --> 00:01:07.868
Okay.
14
00:01:08.048 --> 00:01:10.389
In this episode, listen closely for three things.
15
00:01:10.609 --> 00:01:16.611
First, how Glenda positions herself as a business growth partner instead of another lender calling agents about rates.
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Second, exactly how she moves an agent from the classroom to a 15-minute call to weeks of follow-up conversations.
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And third, how she makes the ask for the business without making the entire relationship feel like a sales pitch.
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00:01:30.817 --> 00:01:42.601
You'll also hear why Glenda says some of her best agent relationships started with people she might not have ever targeted based on production alone and how one agent took what she learned and generated more than a million dollars in listings from Google.
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00:01:42.741 --> 00:01:53.044
Now, if you're listening to this and thinking, hey, I'd like to teach agent classes, but I don't know what to teach, how to get started, how to get agents in the room, how to turn a class into referrals, I've created something just for you.
20
00:01:53.444 --> 00:01:55.045
It's called the Agent Class Method.
21
00:01:55.325 --> 00:01:58.346
It's my free five-day mini email course.
22
00:01:58.466 --> 00:02:10.810
Over five days, I'll walk you through the method Glenda used behind teaching educational classes, create conversations, and build credibility to develop referral relationships without relying on endless cold calls, coffee meetings, or chasing.
23
00:02:11.270 --> 00:02:20.715
You can get it free at myagentclasses.com forward slash email course, or simply use the link in the show notes and get access to that today.
24
00:02:21.035 --> 00:02:28.378
So if you're ready to stop being just another LO asking agents for business and start becoming someone agents actually want to meet with, stick around.
25
00:02:28.718 --> 00:02:35.641
Here's my conversation with Glenda White inside the private cohort of loan officers learning how to teach aging classes.
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Let's get to it.
27
00:02:50.907 --> 00:02:53.029
Okay, so let's get into the agenda here today.
28
00:02:53.349 --> 00:03:03.036
It's mostly us talking about the Google Business Profile process, the audit, how to go from class to audit to conversations and referrals.
29
00:03:03.116 --> 00:03:06.538
Glenda, how long have you and I been doing classes together?
30
00:03:06.578 --> 00:03:07.439
Is it five years?
31
00:03:07.639 --> 00:03:12.222
We started January of 2020, right before the world shut down.
32
00:03:13.063 --> 00:03:13.843
Oh, did we really?
33
00:03:14.244 --> 00:03:14.604
We did.
34
00:03:15.298 --> 00:03:15.558
Wow.
35
00:03:15.858 --> 00:03:20.599
And then, of course, we pivoted to Zoom, and now we're less on Zoom and more in person.
36
00:03:20.939 --> 00:03:23.760
How many times do you think you've done this Google class over the years?
37
00:03:24.140 --> 00:03:27.120
What was that approximate number you said?
38
00:03:27.200 --> 00:03:28.361
27 since 2021.
39
00:03:28.921 --> 00:03:29.521
27 times.
40
00:03:29.881 --> 00:03:34.782
I don't know what that equates to per year, but I remember I used to quote you doing this six to eight times a year on average.
41
00:03:34.822 --> 00:03:35.262
Six to eight.
42
00:03:35.422 --> 00:03:39.223
I've already done it four times, and then I'll do it another four at the end of the year.
43
00:03:39.423 --> 00:03:39.803
Why?
44
00:03:40.103 --> 00:03:42.064
This is your number one class that you teach, right?
45
00:03:42.584 --> 00:03:42.804
Mm-hmm.
46
00:03:42.844 --> 00:03:43.104
It is.
47
00:03:43.764 --> 00:03:44.264
Why this one?
48
00:03:45.098 --> 00:03:45.938
It's easy.
49
00:03:47.559 --> 00:03:49.059
It's not easy conceptually.
50
00:03:49.139 --> 00:03:58.381
It's easy because it's a hidden piece of any real estate agent's business, even if you're a brand new real estate agent or one that is high producing.
51
00:03:58.841 --> 00:04:07.482
So it allows me to go in for an easier aspect to hire producers to say, hey, have you ever thought about your business page?
52
00:04:07.903 --> 00:04:09.523
And then it goes into just a
53
00:04:10.803 --> 00:04:14.164
like my mind span is, is your team set up on it?
54
00:04:14.224 --> 00:04:18.104
Because if your team set up on it, has anybody ever left your team?
55
00:04:18.464 --> 00:04:30.227
And if they say yes, that's an easy conversation of, hey, we need to come have this conversation to you and your 15, 20 agents because everybody needs their own page, not a team page.
56
00:04:30.567 --> 00:04:38.668
So I think it's the easiest missing piece of business from them getting business and them showing who they are.
57
00:04:38.888 --> 00:04:52.163
And once you've kind of gotten comfortable with the language, the verbiage around this, understanding the kind of the fundamentals of the Google business profile through teaching the class and or reading or digesting the assets that are included with that, such as the guide, etc.
58
00:04:53.385 --> 00:04:56.368
How comfortable are you now in talking about Google with agents?
59
00:04:57.665 --> 00:04:58.766
Um, it's easy.
60
00:04:59.126 --> 00:05:04.951
Um, I tried to book four to five appointments a week just to have a 15 minute conversation.
61
00:05:05.632 --> 00:05:08.154
Um, I'm not one I've been doing business for 15 years.
62
00:05:08.254 --> 00:05:15.400
I do not like cold calling, believe it or not as a lender, but if I do cold, cold call, it's about Google.
63
00:05:15.860 --> 00:05:23.046
It's about how I can help them with statistics and stats that I've closed on Google that maybe they're missing that.
64
00:05:23.066 --> 00:05:24.828
So you've gotten deals from your Google profile?
65
00:05:24.988 --> 00:05:25.568
Oh, 100%.
66
00:05:25.868 --> 00:05:27.689
Yeah, I've closed five transactions from Google.
67
00:05:27.869 --> 00:05:29.409
Wow, nice.
68
00:05:29.609 --> 00:05:38.812
And well, this is going to sound self-serving, but one of the side benefits that loan officers get by going through this class is they learn how to optimize their own profile.
69
00:05:39.952 --> 00:05:42.953
Now, did you change your profile as a result of doing the class?
70
00:05:43.273 --> 00:06:06.760
100% I changed everything that I do on Google because of the class and if you guys are okay with this I want her to take pick it up from the point of how she books the audits in the class itself rather than you know let's not have her go through the class now she teaches that you guys have the video so uh does that sound like a good place to start how she gets the audits okay so Glenda you're in class you're up there teaching how do you get these audits scheduled on your calendar
71
00:06:07.110 --> 00:06:11.655
The whole thing for the audits is I want to be a true partner in business growth.
72
00:06:11.735 --> 00:06:14.297
I don't want to be the lender that's calling about a right staff.
73
00:06:14.698 --> 00:06:23.206
So whenever I'm presenting this digital audit, 15 minutes for free, my goal if there's 10 people, I want five to book an appointment that day.
74
00:06:23.546 --> 00:06:24.928
And I just simply tell them,
75
00:06:25.508 --> 00:06:27.669
I want to be a partner for business growth.
76
00:06:27.709 --> 00:06:35.312
And then I show them my loans that I have closed from Google that if you implement it, you will absolutely close transactions.
77
00:06:35.352 --> 00:06:44.056
And then their eyes light up to say, oh my gosh, I need to have a 15 minute conversation, which leads into more conversations down the road.
78
00:06:44.376 --> 00:06:49.278
And there's a QR code that we have that goes directly to my calendar link that is listed out.
79
00:06:49.419 --> 00:06:50.719
I use Acuity Scheduler.
80
00:06:51.559 --> 00:06:52.440
Some of my... Acuity.
81
00:06:52.640 --> 00:06:53.540
Acuity.
82
00:06:53.580 --> 00:06:54.361
U-I-T-Y, yeah.
83
00:06:54.461 --> 00:06:54.701
Mm-hmm.
84
00:06:55.261 --> 00:06:58.705
And that's how everything is booked on my calendar through Acuity.
85
00:06:58.785 --> 00:07:05.552
But that's even this morning of looking how many classes since I've started it, I can pull all the data.
86
00:07:05.873 --> 00:07:07.494
And as a lender, I love data.
87
00:07:07.875 --> 00:07:09.957
So then I can break it down of, hey.
88
00:07:10.337 --> 00:07:19.103
We've had four digital media audits for your Google, what's working and what's not working, and what's your lender not helping you currently right now.
89
00:07:19.423 --> 00:07:26.187
So it's an easy, quick QR code before they walk out the door to get 50% booked on my calendar that day.
90
00:07:26.387 --> 00:07:32.648
So I want to put a pin in something you just said, which we'll come back to is let's let's everybody here hold me accountable.
91
00:07:32.988 --> 00:07:37.029
The other thing Glenda does is she does accountability calls once she's done the audit.
92
00:07:37.069 --> 00:07:40.550
I mentioned this to you guys, I think, but she does those, I think, for six weeks.
93
00:07:40.570 --> 00:07:42.230
But let's circle back to that.
94
00:07:43.131 --> 00:07:44.231
OK, so you're in the class.
95
00:07:44.411 --> 00:07:45.131
You're standing up.
96
00:07:45.431 --> 00:07:47.852
You're doing the slide, which everybody knows the slide you're referencing.
97
00:07:47.872 --> 00:07:49.692
It's got the QR placeholder there.
98
00:07:50.352 --> 00:07:52.354
I know there's some technical challenges sometimes.
99
00:07:52.694 --> 00:07:56.596
By the way, do you have a backup option in case people are QR code challenged?
100
00:07:56.877 --> 00:08:00.639
No, I literally walk over to where they're sitting and say, hey, can you pull up your QR code?
101
00:08:00.679 --> 00:08:05.042
I don't let them leave a class unless they're having their phone with a QR code.
102
00:08:05.402 --> 00:08:12.169
I also have a little template that I built on Canva that the front page is give me a Google review.
103
00:08:12.509 --> 00:08:17.014
And then right next to it is book your digital media audit for Google.
104
00:08:17.354 --> 00:08:18.996
And it literally does the class check in.
105
00:08:19.416 --> 00:08:22.860
And on the back, it's got the Google review and a digital audit.
106
00:08:23.260 --> 00:08:25.823
So they have the paper in front of them on the table as well.
107
00:08:26.812 --> 00:08:30.253
And it cost me, what, 20 bucks or Canva to make it.
108
00:08:30.313 --> 00:08:34.894
And it's a little, like a three and a half by five hard stock matte paper.
109
00:08:34.914 --> 00:08:36.514
So that's a handout for class?
110
00:08:36.954 --> 00:08:40.395
Literally, it's like, I wonder, I don't ever, I'm really bad about that.
111
00:08:40.415 --> 00:08:41.575
I don't hand anything out.
112
00:08:41.796 --> 00:08:42.576
It's all digital.
113
00:08:42.656 --> 00:08:46.437
Besides, if you want my information, here's my information on my Google.
114
00:08:46.457 --> 00:08:47.457
Go check my reviews.
115
00:08:47.477 --> 00:08:48.797
Number one, I'm accurate.
116
00:08:49.217 --> 00:08:50.278
Now that I'm over 100.
117
00:08:50.698 --> 00:08:54.378
And then two, book your digital media audit for that class.
118
00:08:54.699 --> 00:08:56.599
So it's in front of them.
119
00:08:56.799 --> 00:08:57.099
Okay.
120
00:08:57.480 --> 00:08:57.880
I love that.
121
00:08:58.240 --> 00:09:01.062
Did I hear you say you're asking for reviews from the agents in the club?
122
00:09:01.083 --> 00:09:01.263
100%.
123
00:09:01.283 --> 00:09:01.763
All right.
124
00:09:03.124 --> 00:09:03.484
So tell me.
125
00:09:03.625 --> 00:09:04.185
Absolutely.
126
00:09:05.086 --> 00:09:13.953
My goal is 80%, especially on Google, 80% if you haven't given me a review before you walk out, because I tell them reciprocity works.
127
00:09:14.373 --> 00:09:22.159
If you give me a Google review on how I collaborate with you, then I'll give you one on your collaboration, which again leads to
128
00:09:23.400 --> 00:09:27.483
I gave you a review, you gave me a review, let's start the true partnership journey.
129
00:09:27.823 --> 00:09:31.366
And now it's an easy, like, it's an easy ask for anything.
130
00:09:31.686 --> 00:09:36.950
If they're giving me a review before I walk out the door, they already know I sold them on how to grow their business.
131
00:09:37.250 --> 00:09:37.930
And that's my goal.
132
00:09:38.111 --> 00:09:40.532
Yeah, you've got so many things working for you.
133
00:09:40.552 --> 00:09:45.676
If they're leaving a review before they leave the class, number one, I mean, so much trust and reciprocity is happening.
134
00:09:46.076 --> 00:09:49.318
I want to also for a moment, because I know what's in some of your heads.
135
00:09:49.438 --> 00:09:52.100
Is anybody thinking, well, we didn't do business together.
136
00:09:52.160 --> 00:09:53.361
What review are they going to leave?
137
00:09:54.441 --> 00:09:56.022
Like that's definitely come up in the past.
138
00:09:56.042 --> 00:09:58.884
So I, as you know, Glenn, I call these character reviews.
139
00:09:59.384 --> 00:09:59.604
Yes.
140
00:09:59.664 --> 00:09:59.885
Right.
141
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Do you want to describe essentially, and you're welcome to pull up your Google page as well.
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Do you want to describe what they might be saying, even though you guys haven't transacted together?
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Yeah.
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Um, excellent in communication, excellent in delivery of classes.
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Because of what she told me to grow my business, I'm going to help her grow her business.
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Um, I think I have, um, probably 40 or 50 agent reviews.
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Um, which is fine because it collaborates of how I do business and then how I close loans.
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And so they're both.
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And then I have to remember visually that when I moved over to the broker side, I lost all the experience.com.
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I had 195 five-star reviews from them, and I didn't have anything three years ago.
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So within three years, I built it up to 116 reviews.
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And now for me, that's a character witness to say, hey, I can close loans and I can help you grow your business.
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So now your goal is 50% of the people in the room to book an audit with you?
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Nope.
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50% to book an audit and 80% to leave me a review.
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Interesting.
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You've got to do a lot of work before they leave the room.
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And I show that because I tell them that's how I translate my business.
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That if I'm doing all the upfront work for you to prepare you, that's how I handle my clients.
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And that's how I handle my transactions.
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So then it relates in a different standpoint of, hey, I'm not just asking for review.
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I want to show you how I transact.
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So then when you have a client, I can help them.
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This is the same conversation we're going to have on your client side.
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It's fun.
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For me, it's a challenge because if I don't, for me, my mindset is if I don't get calendar appointments before I walk out of the room, I didn't do my job well enough to portray the value of what I'm showing them.
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So the mindset, no matter what class I do, is I want 50% booked now because you're committed to me and I committed my last hour.
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Okay, so you got people who scheduled the audit.
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Now take me from, now you're having an audit conversation with that realtor.
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What are you doing prior to that?
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You know, we've got the GPT that everybody uses.
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Walk me through your whole process there.
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If they have a Google page, then we all, I mean, the GPT is so amazing.
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You just throw in the name of the GPT and then we talk about the strengths, the weaknesses, what's working, what's not working.
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And then I tell them to put it on their calendar.
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30 minutes a week, non-negotiable for Google experience is what I call it.
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It's a Google experience.
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And now they're changing something every single week based upon the to-do list that the custom GPT built out for us.
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I want to, for a moment, step back because I should have asked you this question first before asking about the audit itself.
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Are you looking up the agent's production, doing any reconnaissance, you know what I mean, prior to?
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You're not.
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I am not because my top agent today came from Google a year and a half ago from one class and she was a brand new agent.
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We have closed 10 transactions for just me and her and she was a brand new agent.
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So I don't care if you don't do any business.
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I don't care if you do 50 units a month.
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My goal is to do the visionary piece and to help you grow your business.
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And then one of my agents that implemented from, she was a year ago, Google, by July of 2025, she had 1.2 million in listings from Google.
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Really?
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So it worked.
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She implemented 100% of what we did on the audit.
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She implemented it.
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She still uses it.
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She had 1.5 in listings because of her Google page.
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So now it's a non-negotiable.
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I'm her lender for life because I helped her do something that... Yeah, there's no loyalty issues there.
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Yeah.
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No, at that, it was an hour class that I was able to help her do her audit.
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She implemented it, which that's the biggest thing is have you help them implement it.
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But then I show them case studies of if you implement it, it will come.
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All right.
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Sorry to have to circle back there.
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But all right.
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So now you're you're on the Zoom and you're doing most of these over Zoom, right?
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Absolutely.
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Yeah, because I'm in South Dallas, South Dallas and Fort Worth.
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So no matter what, just to get to the next town, it's 25 minutes.
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And a lot of my agents are an hour away.
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I'm not driving for a 15 minute audit.
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I'm going to get them plus with kids.
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I want them to book it on their calendar.
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Are you pretty, pretty strict with the 15 minutes?
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Are you doing 30 or what does that kind of look like in the real world?
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The first audit is absolutely 15, non-negotiable.
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I don't stretch it after that because sometimes they're back to back to back.
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I let them understand of it's a quick conversation to do an analysis on your stuff.
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I like to have the name before it.
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So even on my...
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calendar appointment for digital audit it has your handle on there what you have so then i can pre-work it so as soon as we get into the conversation we're already audit like it's business it's straight business you take the google profile link and preload it so it's all ready to go yeah so it's already there i'm like i'm not doing a zoom to help you fix the name i want to see your name so we know what to fix
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And you are now you are just going through what the GPT puts out.
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Remember?
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And guys, show this to everybody.
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I did a demo.
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By the way, has anybody used the GPT yet to run a Google audit?
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Anybody here?
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Yourself or an agent?
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Okay, cool.
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Some of you have.
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Literally, are you just going through that in 15 minutes, Glenda, and saying, well, here's what GPT says?
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Yes.
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That's what's insane.
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I do not let my agents have that link at all because I want to do it.
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Thanks.
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So I'm like, here's your strengths, here's your weaknesses.
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And then I tell my GPT to put it in a PDF for me.
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So then we can send it to them in an email right as we get off the phone.
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Zoom is also really good because it'll transcribe everything and give me my meeting assets.
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So on top of that, they're saying, okay, I had a meeting with Glenda.
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I've never met her before.
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What's her communication style?
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And within a couple minutes, I have the meeting assets, what works and what doesn't with a PDF.
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But that's how I handle my clients too.
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Everybody's on a calendar.
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So then they understand the business side of things.
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Every client is like a doctor.
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Like my clients are like my doctor's office.
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And so it treats that stability of, again, the growth phase.
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Okay, so you've done audits and then you get to the end of the call.
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Take me through the scripting there on what that sounds like.
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My scripting is super easy that I appreciate you allowing me the opportunity to teach you something different.
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I literally ask them for the business on day one.
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Are you and can I commit to you and can you commit your next buyer to me based upon my opportunity to help you, my presentation method, my follow up method that you already see within the first seven days.
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So I asked for the appointment, the commitment on day one from that.
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At the end of the audit call?
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at the end of the audit call.
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And then it goes into the next strategy of, I want the commitment for the next buyer, but are you open for a next six weeks conversation?
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Because I want a six-week follow-up of that goes into everything.
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Like that goes into business, that goes into strategies, that goes into lead gen, but it all comes from the Google digital audit with a six-week follow-up.
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And it's non-negotiable.
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So that's my accountability to them is, hey, we want to tweak it.
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It may take you six weeks to implement it.
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But by week six, I don't have to cold call anybody.
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Yeah.
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Which is good.
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It's already 15 minutes.
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And we booked them as soon as like, again, acuity is amazing.
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So I book an appointment and it reoccurs the next six weeks, no matter what.
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Yeah, exactly.
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You can do that with pretty much any calendar system.
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Yeah.
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So for the group here, just to refresh your memory, we've covered this by now with everybody here, the scripts around asking for the business, which to refresh your memory sounds something like
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You've done the audit, just like Glenda, then you get to the end of your call, and it's just like, let me take Brandon.
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So, Brandon, most agents, when we get to this point, ask me, what else can we do together?
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So that's like an open, and you can transition into whatever you want to do there.
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You can do the six-week or four-week.
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It doesn't have to be six.
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You pick the number.
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accountability calls and check-ins.
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And so most agents ask me, what else can we do together?
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You do the thing of what it is you're going to do.
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And then let's just say you're going to do the accountability thing like Glenda does.
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Yeah, I would love to get accountability calls from updates and check-ins and see how I'm doing.
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Great.
283
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The only thing I ask in exchange for all this value is, would you be open to working together on, I gave you the guys example of, three clients over the next 12 months.
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You could say your next two clients.
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Whatever it is you want to put in there.
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I think the structure and sequence is important in how you set that up.
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And then you use your own variables of, you know, numbers or does this make sense what I'm saying?
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Well, it's also the ask inside the class.
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So the soft ask is already there because nine times out of the 10, they ask, how much does it cost for me to do this?
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Agents are tailored.
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Every single class they go to, there is something.
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Yeah.
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So when I say it is a zero cost opportunity, but I want you to commit your next buyer, I have already asked that inside the class.
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So they already understand it's coming.
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So then it's a follow up to that commitment.
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I like that too, because you're, you basically demonstrated your value and knowledge in Google.
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You're showcasing the audit that you're willing to do for them.
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I'm willing to do this for, you say that in front of the group.
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Yes.
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For those that are motivated and committed, I'm open to doing this for free in return for your next buyer.
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Because that's always the very first question they ask is, what does it cost for these services?
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Are you going to run my Google?
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I'm like, no, I'm not going to run your Google.
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My ask is commit your next buyer to me because that's how I grow my business is to help you grow your business.
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Non-negotiable every single time.
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And you're doing that from the front of the room one time?
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100%.
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I do that like at introduction because I always ask, what's the cost?
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So I'm going to get it in front of them before I even present.
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And then after, they're so dumbfounded because it's an amazing, overwhelming experience.
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They're like, oh my gosh, she knows so much of this.
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I'm going to commitment expire to her.
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And by the way, for those of you who feel like Glenda just said, she knows so much of this.
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Now, granted, she's got, the only thing Glenda has that none of you here have is time as an advantage, time in doing this.
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But as you've heard her describe, and, you know, you and I love each other, Glenda, so she knows where I'm coming from on this.
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you're not doing anything, quote, exceptional.
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Now, in their eyes, you are.
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But in terms of the format we've given you, the customs, like, you guys can do exactly what Glenn is doing right now.
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The only difference, she's done it, I don't know, 100 times, whatever it is.
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27.
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I mean, the audits, you know?
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Oh, yeah.
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I don't even know those.
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But it is because, and it's even been updated, which is really good.
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And I like it because we're teaching to the presentation.
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We're not going to find extra stuff.
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It's just, and the responses that I get was, hey, we've had Google classes before.
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We've had attorneys teach it.
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We've had title companies teach it.
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But what you dive into is the business side of things.
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So that's the presentation side.
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And when they put two to two together of, oh, it's the best class because we've lined out 60 pages on a presentation, I literally go through each slide.
333
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So they get the assets, they get all the marketing, and they're like, oh, my gosh, you're giving me all of this?
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Yes, because my goal is for you to work with me because I'm giving you all of this for free.
335
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So, Sean, I love what you said in the chat.
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Sean says, I invest my time helping you grow via Google versus me spending my time cold calling a bunch of realtors.
337
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absolutely i know when you say that in a room sean the realtors are going to be like yes thank god we're tired of getting cold calls from you i do and that is a good conversation because i tell them i'm not calling you between 9 and 11 on monday because i booked with appointments from my classes my value add is for you to grow your business and not make that 9 to 11 monday call because we all hate that so you won't so you won't be getting a cold call from me the call we'll be having together we'll be helping you grow your business
338
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100% Chime in with a couple questions here Go ahead All great stuff Glenda thank you So the follow ups are those all also via zoom or a quick just making sure you're doing your things Those are quick phone calls
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Um, usually on the last one, if they've implemented it all, I want to see it because I want to give them, you know, a great kind of hurrah.
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My goal is to help them and promote them as well.
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And so by the week six, if they've done all the weeks, I want that last one to zoom.
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But the 15 minutes are just quick phone calls.
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Did you do it?
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Did you not?
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Not.
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What stood in your way?
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What didn't work?
348
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What did work?
349
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And how is it working?
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Yeah.
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And that's it.
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I mean, those are great when we can have a 15 minute, six week conversation.
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We already know who we're talking to.
354
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So when they book their first one, I just follow up the same time.
355
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And I asked them, does this time work for you for the next six weeks?
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They're like, yes, absolutely.
357
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Okay.
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And then thinking back when you were us at the very beginning, is there anything if you could think back when you were us that you would maybe, knowing from our lens and how new we are, you would change?
359
00:23:32.930 --> 00:23:33.530
That's a great...
360
00:23:33.931 --> 00:23:36.813
I would use my case study for implementation.
361
00:23:37.113 --> 00:23:44.518
Like if I'm a noob on all of this, my goal would be, hey, I've run it through my business page.
362
00:23:44.718 --> 00:23:46.079
I'm starting it as well.
363
00:23:46.659 --> 00:23:47.500
And that's what I did.
364
00:23:47.560 --> 00:23:51.703
Whenever I started it, as you can see three years ago, I had zero reviews.
365
00:23:52.063 --> 00:23:55.345
So my goal is to say, hey, I've walked through your steps.
366
00:23:55.785 --> 00:23:57.106
I'm also building mine out.
367
00:23:57.306 --> 00:24:02.570
Because once you understand your profile, it's easier to convey the message differently.
368
00:24:02.650 --> 00:24:03.870
than just a presentation.
369
00:24:04.290 --> 00:24:13.253
Like I have it up on a screen here and a screen here and literally walk page by page, change it, and that will say, hey, I've done it to my page, so I know this works.
370
00:24:13.273 --> 00:24:16.094
So now you're a case study for it.
371
00:24:16.294 --> 00:24:16.554
Got it.
372
00:24:16.654 --> 00:24:17.174
Okay.
373
00:24:17.274 --> 00:24:24.296
Let's talk about how to bring in a case study for yourself and also how to get a realtor potentially to team up with you and do the class.
374
00:24:24.896 --> 00:24:28.757
So we have another fellow Texan near Glenda, Tiffany.
375
00:24:29.837 --> 00:24:32.038
And Tiffany's been with me, I don't know, three years now.
376
00:24:33.159 --> 00:24:42.815
And what Tiffany decided to do, we have a class that's on YouTube, YouTube for Real Estate Agents, and it too is full of lots of information and incredible examples.
377
00:24:42.855 --> 00:24:44.397
But what Tiffany decided to do
378
00:24:45.793 --> 00:24:51.155
was there was an agent in her town who she knew was doing well on YouTube.
379
00:24:51.395 --> 00:25:00.519
And so she contacted that agent and said, basically, hey, Marquez, I know you're a rock star and you're doing stuff with YouTube, and I'm hosting a class all about YouTube for real estate agents.
380
00:25:00.559 --> 00:25:05.281
Would you be open to coming and sharing a few ideas, a few pointers?
381
00:25:05.401 --> 00:25:06.982
And so you could do this with Google as well.
382
00:25:07.482 --> 00:25:10.303
By the way, that relationship for Tiffany...
383
00:25:10.643 --> 00:25:18.494
has now turned into an ongoing thing where the two of them team up for classes on a regular basis, YouTube specifically in this case.
384
00:25:19.256 --> 00:25:24.183
The last class Tiffany just did, she had 40 agents in person and 20 on Zoom.
385
00:25:25.798 --> 00:25:27.720
Now, what's the beautiful thing about that?
386
00:25:28.040 --> 00:25:29.861
You guys don't have to teach the whole class.
387
00:25:30.202 --> 00:25:31.563
Like this realtor can come in.
388
00:25:31.823 --> 00:25:34.325
Now, why would a realtor want to get in front of other realtors?
389
00:25:34.345 --> 00:25:35.946
What do you think their angle is there?
390
00:25:36.326 --> 00:25:38.828
Potential broker owner trying to build a team.
391
00:25:39.048 --> 00:25:39.508
Exactly.
392
00:25:39.849 --> 00:25:43.411
Take EXP, takes real, take any of the ones who build a downline, right?
393
00:25:43.771 --> 00:25:44.732
Or want to build a team.
394
00:25:44.772 --> 00:25:45.693
Even KW does this.
395
00:25:46.233 --> 00:25:48.514
Um, so there are agents who want to build a team.
396
00:25:48.534 --> 00:25:57.096
Now, if I was you in your area, I would be Googling realtors and I would be finding the realtors who have a, a decent, doesn't have to be 300.
397
00:25:57.316 --> 00:25:58.196
What's decent Glenda?
398
00:25:58.356 --> 00:25:59.837
40, 50 reviews.
399
00:26:00.037 --> 00:26:02.738
Right now it would be a 45 or more.
400
00:26:03.098 --> 00:26:03.938
And absolutely.
401
00:26:03.998 --> 00:26:14.201
I would call them to team up and have that collaboration and have them talk about their capacity of it with what Jeff brings to you for sure.
402
00:26:14.481 --> 00:26:18.103
And the beauty part of that is, you know, you've got the class slides, et cetera, ready to go.
403
00:26:18.243 --> 00:26:20.665
It's just some layering in some of their content.
404
00:26:20.685 --> 00:26:30.011
You can delete some of the other stuff to shrink it down because the agents will probably appreciate more from the fact that there was a local realtor who showed them how they get reviews.
405
00:26:30.051 --> 00:26:30.291
Right.
406
00:26:30.652 --> 00:26:34.234
And obviously with the reviews, that's the big part of what the agents want is more reviews.
407
00:26:34.734 --> 00:26:37.136
And most agents don't have a great process for asking for that.
408
00:26:37.396 --> 00:26:39.037
So that's what that agent can bring to the table.
409
00:26:39.277 --> 00:26:43.103
If it was me, I would, you know, this, this week go back to her.
410
00:26:43.123 --> 00:26:46.188
My top agents already work with who are some listing agents I've worked with.
411
00:26:46.248 --> 00:26:47.330
And I would look them up on Google.
412
00:26:47.690 --> 00:26:51.496
Now, by the way, you can do the same thing for AI search, but we'll get to that when we get to that class.
413
00:26:51.977 --> 00:26:52.358
Um, yeah.
414
00:26:53.257 --> 00:26:57.660
And that way you can look at those, Sally at Remax or Fred at real.com, right?
415
00:26:58.000 --> 00:26:59.121
And then you just make your calls.
416
00:26:59.241 --> 00:26:59.921
Hey, what's up, Fred?
417
00:26:59.941 --> 00:27:05.244
I know it's been a while since we talked and blah, blah, doing some research on agents who have a strong Google presence in our local market.
418
00:27:05.284 --> 00:27:05.665
Guess what?
419
00:27:06.245 --> 00:27:08.206
You came up as one of the agents who have a strong presence.
420
00:27:08.426 --> 00:27:09.507
Congratulations.
421
00:27:09.527 --> 00:27:10.327
Thank you very much, Paul.
422
00:27:10.568 --> 00:27:12.869
I'm curious, like, is this a big focus for you and your business?
423
00:27:13.289 --> 00:27:13.749
Yeah, it is.
424
00:27:13.790 --> 00:27:14.350
Of course it is.
425
00:27:14.390 --> 00:27:15.751
If he has 50 reviews, right?
426
00:27:16.991 --> 00:27:26.776
Hey, I'm hosting a class coming up in three weeks all about Google business profile for real estate agents that would you be open to how open would you be right to being a guest in my class?
427
00:27:27.096 --> 00:27:31.698
I'm going to guess with the agents egos seven or eight out of 10 will say yes, right?
428
00:27:32.707 --> 00:27:37.090
Now, I have had stories where an agent has said no, but guys, what do we do when somebody says no?
429
00:27:37.110 --> 00:27:37.950
We move on.
430
00:27:38.290 --> 00:27:38.951
Thank you very much.
431
00:27:39.231 --> 00:27:42.113
So that'd be, I tell you what, that's today's homework assignment.
432
00:27:42.453 --> 00:27:43.633
Go find one agent.
433
00:27:43.954 --> 00:27:48.496
Just get one who says yes to being a guest at your Google profile class.
434
00:27:48.776 --> 00:27:49.957
Glenna, how many times have you done it?
435
00:27:50.297 --> 00:27:50.437
27?
436
00:27:50.457 --> 00:27:51.098
27 since 2021.
437
00:27:51.118 --> 00:27:52.058
27, six or eight times a year.
438
00:27:52.098 --> 00:27:53.139
You have bandwidth to do it.
439
00:27:59.993 --> 00:28:00.914
Four or five times a year.
440
00:28:01.234 --> 00:28:02.195
You can do it every quarter.
441
00:28:02.435 --> 00:28:11.524
One of my agents sent me a referral last week and her conversation, her text thread was, oh my gosh, I finally got a buyer from you from your Google class.
442
00:28:11.684 --> 00:28:20.672
It was just a collaboration of staying up to date with them, you know, sending Friday emails, doing everything, but it all tracks back to that original Google class.
443
00:28:20.732 --> 00:28:21.813
And now I've got a buyer.
444
00:28:22.073 --> 00:28:29.160
What I like about the Google reviews is I ask the open-ended question, how many people are in a transaction?
445
00:28:29.500 --> 00:28:32.163
And they're like, everybody, 15 people.
446
00:28:32.343 --> 00:28:33.264
Oh, I had a roofer.
447
00:28:33.464 --> 00:28:34.665
Oh, I had a foundation.
448
00:28:34.725 --> 00:28:35.606
I had warranty.
449
00:28:35.626 --> 00:28:36.427
I had all this.
450
00:28:36.827 --> 00:28:37.448
I'm like, great.
451
00:28:37.868 --> 00:28:39.910
Have you ever got a review from them?
452
00:28:39.950 --> 00:28:41.812
And their eyes are like, wait, what?
453
00:28:42.352 --> 00:28:49.578
I'm like, why are you not asking your buyer's agent, seller's agent, listing agent, your title rep, your warranty, your roofer?
454
00:28:49.798 --> 00:28:53.321
Or have you ever done a review from them from a great conversation?
455
00:28:53.741 --> 00:29:02.528
Because more often than not, their eyes are like, oh, my dear, I never thought I had a great conversation as the buyer's agent with the listing agent.
456
00:29:02.868 --> 00:29:04.670
But what if we now have a...
457
00:29:05.030 --> 00:29:09.092
future client that you're my buyer's agent or listing agent again.
458
00:29:09.492 --> 00:29:13.194
So now we're collaborating on the outside to show a true team.
459
00:29:13.555 --> 00:29:19.618
And I literally tell them to go list it, list everybody on your transaction and go give them a review to get a review.
460
00:29:19.758 --> 00:29:19.958
Yeah.
461
00:29:20.338 --> 00:29:21.759
The way to get a review is to give one.
462
00:29:21.779 --> 00:29:22.800
A hundred percent.
463
00:29:24.331 --> 00:29:27.193
Brandon, one key takeaway you're going to implement.
464
00:29:27.213 --> 00:29:29.834
Sean, no pressure, but we're going to end on a high note with you.
465
00:29:30.575 --> 00:29:32.696
Oh, great call, Jeff and Glenda.
466
00:29:32.716 --> 00:29:33.537
Thanks for your time.
467
00:29:34.137 --> 00:29:39.420
I sent you an email offline question for you, Jeff, but character reviews, that was a big aha moment.
468
00:29:39.460 --> 00:29:40.600
So like I've got a couple more.
469
00:29:40.681 --> 00:29:42.021
I'm setting up my own profile.
470
00:29:42.081 --> 00:29:43.302
I'm going to dive into that this week.
471
00:29:43.502 --> 00:29:50.366
Glenda, great recommendation, setting mine up and then asking for reviews, you know, for any business I do, not just mortgage.
472
00:29:50.486 --> 00:29:52.007
And so a character reviews, that's like,
473
00:29:52.527 --> 00:29:53.308
Never thought about that.
474
00:29:53.608 --> 00:29:54.669
So great call.
475
00:29:54.949 --> 00:29:55.269
Thank you.
476
00:29:55.289 --> 00:29:55.690
Appreciate it.
477
00:29:55.750 --> 00:29:56.030
Bye-bye.
478
00:29:56.150 --> 00:29:56.370
You bet.
479
00:29:56.390 --> 00:29:57.691
Okay, so that's it for today's episode.
480
00:29:57.711 --> 00:30:00.873
There's one idea I hope you take away from this conversation with Glenda.
481
00:30:01.394 --> 00:30:05.176
You don't have to chase real estate agents to build real referral relationships.
482
00:30:05.597 --> 00:30:09.039
You can give them a reason to want a relationship with you.
483
00:30:09.379 --> 00:30:11.301
Glenda's process is a great example of that.
484
00:30:11.501 --> 00:30:19.887
She teaches something agents can actually use, creates a natural reason for a one-on-one conversation, follows through with accountability, and then asks for the opportunity to earn their business.
485
00:30:20.327 --> 00:30:24.390
That's a very different approach than calling an agent and asking, got any buyers I can help you with?
486
00:30:24.750 --> 00:30:30.874
And if listening to this episode has you thinking, hmm, I think I want to start teaching agent classes, but I need a process to follow.
487
00:30:30.934 --> 00:30:31.674
I need content.
488
00:30:31.895 --> 00:30:32.375
I need help.
489
00:30:32.735 --> 00:30:35.017
That's exactly why I created the agent class method.
490
00:30:35.537 --> 00:30:48.385
It's my free five-day mini email course that walks you through how to use educational classes to get in front of real estate agents, create more meaningful conversations, demonstrate your value, and turn those relationships into referral opportunities.
491
00:30:48.725 --> 00:30:52.008
And you don't need to be an expert or have years of teaching experience to get started.
492
00:30:52.288 --> 00:31:00.393
Simply go to myagentclasses.com forward slash email course, check the link in the show notes, and sign up for the free agent class method.
493
00:31:00.593 --> 00:31:03.781
Again, that's myaginclasses.com forward slash email course.
494
00:31:03.982 --> 00:31:10.439
Or if you're listening on your favorite podcast app on your mobile phone, just tap the link in the show notes and you'll get instant access to the free course.
495
00:31:10.820 --> 00:31:16.374
So if you're ready to spend less time chasing agents and start giving agents a reason to come to you, go grab the free course.
496
00:31:16.434 --> 00:31:17.156
Thanks for listening.
497
00:31:17.577 --> 00:31:18.921
See you on the next episode.