The New Must Have Technology for Mortgage Originators

In today's highly competitive mortgage industry, building profitable relationships with the real estate agents is essential for success. However, finding effective ways to secure agent relationships can be a challenge. With so many mortgage loan originators vying for the attention of real estate agents, it can be difficult to stand out and establish meaningful connections. Our new case study featuring loan officer Chris Cogill is a must-read. Chris has closed a remarkable 36 million in funded loans from agent referrals. And in this case study, he shares his proven strategies for building strong relationships with real estate agents and leveraging those relationships to drive more business. To get your hands on this resource, head over to LOKestudy.com and download your free copy of the case study today. You'll find actionable insights and practical tips that Chris used to close 36 million in funded loans from agent referrals and how you can, too. Don't miss out. Go check it out right now. Visit LOKestudy.com and download your free copy today. Thank you for time for another episode of the Mortgage Marketing Radio Podcast. So thrilled you are tuned in. And yesterday I was writing an email and I was writing about this concept of how do you have more joy in your career, your life. I'm yesterday for whatever reason was thinking about how to experience more joy in life. And I tried to make a case for there are things we can do, changes we can make shifts in our thinking that will lead us down the path to experiencing more joy in life. And I think one potential route for that is finding a higher purpose. What I mean by that is in the mortgage industry, right, in a lot of sales related industries people are consumed with making money, becoming wealthy, right, dominating. And what I find more often than not is that at some point that isn't fulfilling anymore. And perhaps it never was and it was just artificial and it's what we used to prop ourselves up, right, in the name of whatever emotion or attachment or belief about achieving those things thought was going to get you. And what I have personally found over the last few years and the people that I have these conversations with is that people who redirect their focus to a higher casual purpose, shifting away from exclusively about dominating money, right, and things like that and shifting the mindset to bringing greater value to those around them, direct their efforts towards achieving that. What normally happens is you achieve massive amounts of success. Even better, you find more fulfillment and joy in your work because the greatest purpose is to bring greater value, greater benefit or greater advantage to people. And that is something that must be, in my humble opinion, more important than expanding your bank account because your bank account won't expand if you're fixated on it, right? However, your bank account will expand if you're fixated on bringing greater value, greater achievement, greater distinction, or greater purpose, or greater utilization to some aspect of something to someone. In other words, most people fall in love with their own company, product or service, instead of falling in love with their clients' prospects and partners. As mortgage professionals, we can experience greater joy by finding ways to fall in love with our clients' prospect and partners. Yes, dare I say fall in love. I know. Sounds crazy. Stick with me here. When you shift your focus to enhancing people's lives and situations, your life is life will change with it. Rather than say, what do I have to tell this person to get them to buy, to get them to send me a referral to, right, rather than say those things, well, perhaps we should say, what do I have to give? What value can I create? What benefit can I render? That's a different perspective, right? This also gives purpose and fulfillment to you. It makes it about 10 times more enjoyable to do this job also, right? So it's a great vision. It gives you purpose. It gives you joy. And my challenge to you today is to try finding ways to, quote, fall in love with your clients and partners. Why? Well, you just might achieve a level of accomplishment, impact and fulfillment. You never dream possible before, oh, side benefit, you'll likely make more money than you have before ever as well as being fulfilled at the same time. So I hope you enjoy that. Take that lesson from here today. What I'm talking about on today's episode in just a moment is going to be relevant to that. However, talking about bringing greater value benefit and advantage to people, falling in love, there I say, right, with your clients, prospects and partners, a quick shout out to a couple of our mortgage marketing pro members, Carmella, last yesterday, she just shared a win of the weekend for her. She had her first ever first time home by her class on Saturday morning with two agents and an insurance person, 15 people showed up, did nine pre-approvals immediately after the class, scheduled another one for March, Kevin Dwyer closed 9.8 million in January, number one in the company, two face to face agent meetings, teaching a class on Tuesday to 15 agents. Those are two examples of bringing greater value and benefit to people. Those I will argue are examples of falling in love, not with your company, your product or service, but with your clients, prospects and partners, with those that you serve a higher, casual purpose to bringing greater value and tell me about our way to great and greater value, right, two people, then, oring into them, educating them and providing some type of advantage, distinction, greater utilization, then through helping them with education, leading with education. Those are examples of it right there and you're seeing, you're hearing the benefits. Maybe you'd like something similar for yourself. If so, you can learn more about what we're doing over in the mortgage marketing grow membership at mortgagemarketing.row. Okay, my special guest this week, two long time friends, Dave Savage, Alex Kitsition, they are founders, partners together with mortgage coach and sales boomerang today, though, however, are announcing a new platform, trust engine, the number one borrower intelligence platform. As a matter of fact, housing wire was quoted as saying that this is the new must-have technology that's tackling lending's greatest challenges. And I know in our conversation here today, along with this concept of what I just presented you guys about a higher casual purpose, right? I know that Dave and Alex also live by that. How do I know that? Because of the way they've shifted and changed and designed their product over the last few years to bring better purpose, not only to their clients, but to no borrower left behind, but to those consumers, right, to be better informed and educated when it comes to the largest decisions of their lives. So I think we have a great conversation about technology, the future, Dave shares a couple of points about the roadmap for $100 million mortgage producer, which, by the way, heads up one little hint on that, real tour leadership, you'll hear more about that in the conversation. Then, of course, at the end, if you want to check out more about what's happening with mortgage coach by trust engine, go read the press releases, go to the website, mortgagecoach.com. Those links will be in the show notes and definitely check them out for further information. So without further ado, let's get into this week's show. Dave and Alex, welcome to the show. Good to be here. All right. So because we have two people, we need to do this. We need to take somebody go first, all right? Who are you? What do you do? Dave, start there. Alex, you go next. Dave, savage co-founder of mortgage coach and never been more excited to be the chief innovation officer of trust engine. I just... Yes, playing that. Love it. Okay, Alex. He feels so good hearing it from me. Now that we've announced that it feels good to just basically say it all the time, Alex concession co-founder of sales boomerang and chief marketing officer and visionary officer here at trust engine. You know, I have to say, I don't know if those titles are self-acclaimed, but they are, I feel pretty accurate. Being an outsider, looking in, I don't want you guys ever get that feedback. But I do think, like in preparing for this podcast today, I was going to tell you guys that I don't personally know and I really had to think about it for a moment. I can't think of anybody in top of the list. I'm thinking like, if people ask me, hey, dude, who's really got a pulse on what's really happened in the mortgage industry, who really understands what it's going to take to survive and pivot over the coming changes that we all see coming? And I was like, definitely, Dave and Alex, because of what they're doing, they're what their companies do. You guys definitely top of the list for me for that. So. Well, thank you for you. That says a lot because your guy that follows everything, latest trends and what's working. So it's an honor brother. So let's talk about this big announcement, like stop teasing me. What is trust engine? What do you guys, I mean, housing wire came out and they said, man, can I tell the people what they said? Yeah. I'm going to put on screen too. Yeah, go ahead. Put it on the screen. We said that this is the most essential addition to the mortgage tech stack since the advent of the LOS, the borrower intelligence platform. Yeah, it's okay. So this is, first of all, it's exciting that the voice of lending decides to say something like that, right? That's, that's like, I was a very heartwarming and pleasant kind of kind of statement from them. And the reason they bring that up is because if we look and Dave is going to have a much better story about the LOS and what happened to the industry when the LOS came out. But what, what housing wire is, is pointing to is this borrower intelligence platform is the first system that really understands the advantages of each lender. That's the key difference where, for instance, right now, you know, as a sales boomerang as a standalone was looking at your database, your leads, your prospects, your turn downs, your customers, and saying, hey, someone in here is ready for a loan. And here's the person that they're ready for and here's the pieces of the puzzle for doing this loan for them and it's timely and you should get there. And of course, over the course of six years, going on six years here, nearly a trillion and tracked loans from delivering those things. So that's great. We've definitely made an impact on the lending industry. And of course, mortgage coach as a standalone, it transformed how lenders communicate with consumers. I mean, consumers began to trust the loan officer using something like like mortgage coach. They stopped asking as many questions. They stopped asking for pricing concessions because of the transparency and trust that you've built there, kind of nice influence on the name, trust engine, right? But a bar where intelligence platform isn't just a combination of sales boomerang and mortgage coach. It's something brand new, which now looks at everything that is happening inside your organization. So records, loan officers, production, time to production, who's doing well, who's doing poorly. And so all of a sudden, we're delivering opportunities that are being presented through this digital presentation, which is mortgage coach that's being transformed by the way, we'll get into that in just a second too. And it's also looking at trends. So for instance, I'm going to show something on screen. These people may be able to see this when they're looking at this highly recommend. If you were just going to listen to this audio, you want to see the screen. I promise you, you're going to want to see the screen. And so I want to show you this. This is the difference, right? This is what's new. And Dave, I'm sorry, I'm kind of cannibalizing the first half of this. So please, you know, if you want to jump in before I go into what I'm showing, let me stop. I can go next. Okay. Awesome. So this is an example of, it's not just, you know, mortgage coach and sales boomerang. This is an example, and I'll show full screen of what we're looking for, right? So we've already started this. We already have beta customers in this. And so here's an example. Hey, Lender, we noticed that cash outs have increased by 12% from December to January. And there's a certain kind of cash out that's converting 23% better than any other. And so like if we did nothing else, right, right now, Jeff, we did nothing else. And we just showed you this, just this block here, this one block, just this piece of information. You could actually do something with that. You as a lender could go, hey, there's movement. There's cash out. We should be focusing on cash out. But we're like, hey, wait a minute, don't start to scramble and figure that out. That's good information. You can use it, but let's get even smarter together, all right? So hey, Mr. and Mrs. Lender, here's what we've really identified. That the majority of this movement of what's happening with these, with this increased transactions are happening for married couples, okay, that are between 35 to 50 that have kids, two kids, 2.3 to be exact, they have more than $14,000 in Revolving Credit Card debt, been in their home for five to 10 years. Their home is worth more than $430,000 on average. And guess what? The biggest impact has been coming from these four states. So this is good. The top block, very good block, gives you some direction. The second one puts a microscope under it. But the third block, because this is great, you're going to go to work, you're going to go look at your data, you're going to figure out how to get. And by the way, you're going to say to yourself, hey, we need to buy more leads like this. Absolutely. We encourage you to take this trend and go buy more opportunities that look just like this. But right now, we've identified 1832, 1332 people in database that match all of this right now. And we've activated, or if you want to activate it, this is for beta. So we were doing this automatically. But a client can say, look, I don't want to activate it automatically. I want to personally press a button so that I know it's happening. But we've activated, that means the digital presentation is created, the content for it is created, all of the things have been, have been created to maximize this opportunity because the worst thing, Jeff, and I'm going to hand it off to Dave, the worst thing is you have an advantage and you miss your opportunity. That advantage just became a curse, right? And so we don't want to just go, oh, we see an advantage. Let's call them schedule meeting. Oh, you're not available for two weeks. Okay, well, wait. No, we want to put things into action as fast as possible. So if we can get you to this block as fast as possible and activate strategies, you win, right? Your advantages are actually scalable and things you can actually do. So let me stop sharing. This is an example of the difference, right? You knew mortgage code, you knew sales boomerang, that's nothing that we've ever done before. I mean, the term that comes to mind for me is actionable data. Totally. Totally. Like very specific actionable data. So it makes me curious that next step there of the intelligence activated, what you're saying is this new trust engine is going to identify these trends, which is cool. And they wrote down even further to these segments of segments of these identifiable opportunities in your own database, potentially, right? And then because you've done the analysis on your database, you're now teeing up these opportunities, essentially. But also if you want to doing this act, this proactive reach out to people who meet those criteria. Yeah. Well, well, you're identifying specifically, remember, this is not the industry trend. This is your trend. Right. Like it's your advantage. So this trend, by the way, that's a good point. This trend you reference isn't a global trend per se or a national trend. It is a individual database trend. Correct. If we're seeing, don't get me wrong, we're using indicators from the industry. Like if we're seeing, we're using that, but we're looking for things you can take advantage of just because somebody out there is doing more reverses than ever and you've never done a reverse. If we gave you a reverse trend, we'd be creating noise. And that's what a lot of organizations get is a lot of noise. How can you make it something that is valuable to me, valuable to me now and valuable to me in a scalable way, rather than, okay, I took advantage now. Do I have to wait for something to be able to take advantage again? No, it should scale. Right? It should grow on top of itself. And so it is designed to give you your advantages. Your competitor can't take advantage of your advantages because they're yours. I call it the shakilit anneal approach, right? When Shaq is on your team, you have an unfair advantage. Let's just be clear that the six rings that he wears or five rings or whatever proves that any team he's on is going to win a championship. And so how can we give people an unfair advantage with the things that they have? That's the purpose of this. And I'll give you one more and actually, no, Dave, you go and then I'll go more pumped. He's rolling, man. Come on. Come on, Dave. We want to hear from you, buddy. So what's the question again? We were just getting into the conversation of what the difference is and how these trends, what people are going to be able to do with these trends and, you know, how it's different than what we've done individually before. I think it, you know, to me, maybe just because, you know, I'm in it and around it. And I think the benefit sounds pretty clear, right? You're going to act or your data, your system, your trust engine is going to act on my behalf to identify these opportunities, which I, as a busy L.O., probably will overlook our miss out on that big tech is winning on. And therefore, I'm missing out on missing at bats and opportunities. And correct me if I'm wrong. What you guys are proposing is, no, no, hold on, Mr. L.O., right? I can help you because we will have this model put together to, to overlay over your database, bring in some external data, look for trends, and then feed those up to you as well. Is that good summary? Yes. Dave? Yeah, well, I'm going to go back to the question of what is a part of our platform and what, what is a trust engine here to do at a really, really high level? And, you know, as a guy who's been in this industry for 37 years and actually saw the L.O.S. come out. Like I remember what the life was before there was a low origination software. I mean, I can't remember it vividly. And then I think for most originators that are in the business day, you know what it was life without a POS upon a sale. It wasn't that long ago that the rocket went off and created this expectation that you could click a button and you could get alone. And today, you know, it's almost unimaginable. And I think was that 2015, Jeff, Super Bowl, 2015. Yeah, yeah. So here we are, seven years later, and I can remember when the industry's first started, what I call the arms race of creating technology that made it easy. Hey, consumer, click a button. It took a long time like the technology came, but then loan officers weren't using it. You know, I didn't say up to, you know, COVID is what really pushed it across the finish line. Where now today it's unimaginable to not have a link to send a family in an L.O.S. So a borrow intelligence platform is really, it's similar. And it will flash forward to 2025, 2027. It will be like, I can't believe that I used to do loans. All right. And a term I use a lot is, you know, being a data driven mortgage advisor. And for mortgage coach, being data driven is delivering that presentation beyond just, here's your rate, here's your payment, and here's your cash to close. That's data driven, but data driven is also, and hey, Alex, you could pull down the slides. I'm good. I was just showing Jeff that there's, you know, there is a definition for it, but go ahead. Yeah. So, so, so data driven is is also knowing the signals that happen in your database and putting that all together. So the, the two problems that we're, we're committed to solving with the borrow intelligence platform is, is one, lenders lose more loans than they close. So every loan officer listening this right now, I guarantee you that when you look at your conversion, you're losing more loans that you're closing. And I'm not talking about the people that didn't qualify. I'm talking about you spent time with the consumer, you ran a credit report, and they didn't convert, they did convert with someone else. And, and two, that you lose the loans from your database. They're refinancing, they're buying homes, and it's not with you a lot more than what you close. And then for every executive, listen to this, you're spending millions on technology that loan officers are not using. So we're obsessed with solving both of those problems. Yes. We think with data and, and Alex shared one of just countless examples of how, how can we really, how can we really solve problems with strategies with tactics? And what Alex showed a second ago, it's just, it's just one of many ways that we can do that. There's a lot of good stuff and you keep teasing me with the slides. That's good content in there. What, what does this mean for, you know, mortgage coach and sales boomerang? Do we have a new naming or, so there are, there are companies under trust engine. Trust engine is the company name, you know, you want to email me, it's Dave at trust engine. Now it's Alex at trust engine. Of course, neither one of us are ever going to lose our David mortgage coach or Alex at sales boomerang. And, and now we're all part of this borrower, well, no borrower left behind movement. So, you know, you can email me at David sales boomerang too. But those, those will be brands that stay alive, but trust engine is the, the mullership. Yep. Got it. All right. And so what about those listening who are definitely curious and either want to check it out themselves or want to bring this to the attention of their internal, right, the executives? How do they go to learn more? Yeah, I mean, right now you can go to trust engine.com. And you will, you will see an entire, you know, it's, it's very interesting. The website talks to you. It's like, you're not just, you're not, you're not just going, you're, you're actually going and you're seeing something. Um, so, hold on a second. I know you're trying to go there right now. So, give me a second. Um, come on. Let's get ready to pull that up. You know, we, we did also announce a new YouTube channel. So, mortgage coach YouTube is still the, the Netflix for loan officers, best practice sales training, scripts, you know, how to win as a loan officer. But the trust engine YouTube channel, I'm going to be interviewing executives. It's going to be modern leadership for lenders. So we'll be interviewing executives. We'll be interviewing people outside the mortgage industry that are modern leaders. And that's one of the things. Well, I think I have a feeling of what, what is modern leadership? There are some pillars, intense of that. Uh, we're going to be really defining that. So, for any executive in the mortgage industry, for anyone that just wants to be a leader in the industry, there'll be a new hot, uh, channel, you know, check out trust engine on YouTube. Uh, my first interview was actually an interview with our CEO, just telling stories like, yes, you're about Jeff. You'll love this. You'll love it. So, so I can't remember if he was an oracle, you know, leading the clotted oracle or was with, um, at this, yeah, it was his other company. But he tells a story of how they were helping Toyota launch, um, new pickup truck line. And they were trying to figure out how to target potential, um, people that would buy pickup trucks and using data, they identified that beef jerky purchaser. People that buy beef jerky are more likely to, to want to buy pickup trucks. So they were able to, to leverage that data to, to help with the launch. And, and so we think we're going to find a lot of really fun things of how to identify who's, oh, there's a first time home buyer in this house, um, looks like a move out home buyer in this house, looks like someone might be ready for a second home, uh, so just think of all the ways that you can use data to, to predict and identify who's, who's likely to, to be alone and someone you can help, uh, who the kinds of things we're going to do in that channel. Right. I think, I think you opened this up for a great, great conversation and for those of you that were on the announcement, uh, the other day on Valentine's Day, heard some of this, but we've just, Dave and I went out and found Rich, uh, who's our CEO and, and Rich Harrison and Rich LaBarca, who's, uh, our chief product officer here, um, and I think the industry is going to be very happy that we brought those two into this space because you may have seen on screen a second ago, like brands like Coca-Cola and Starbucks and Toyota and Uber and stuff like that. Every one of those were clients of Rich and Rich, okay? And they came to them with a question like Toyota did, we need to sell them. How do we get more of our customers to buy more of our trucks, meaning not just the people that already own them, those two, but our customers are out there that haven't bought our truck yet. So how do we make sure that they hear our message and we optimize all this data that we have? So think about this. And he's like Toyota and Starbucks and Coca-Cola come to them to make their data work better for them. Yeah. That's why Dave and I went out there and we're like, get in here. We have a vision. We have a vision that's going to require some really heavy lifting here. And we want to do it with, with a couple of guys that have already done it in some of the most difficult industry. So this industry just got some, some, some vets, some legends in, in data and creating experiences for consumers and experiences for, uh, the, the providers of, in this case, blenders, they've found a way to marry the two. So it's just very cohesive and, and self, self learning. So like now, your database monitors itself and gives you insights because it's looking at itself. Um, and what used to take weeks or months now is taking minutes, because it's self identifying. And just imagine, Jeff, we, you know, we talked about last year, um, the, the, the difficulty of, uh, and the turbulent market and going into this year, like how much of an advantage would it be for me to know that I have 1,832 of a certain type of customer that's buying right now more than anything else. Instead of me hoping to bump into one, they're already existing for me. And now my database has projected to me, what kind of bleeds I should be buying. So these already exist. Fantastic. So hey, go after more of these, because we know we do really well with them. We're seeing our, our success. And so it's like, where people are right now hoping to find conversations and hoping to find opportunities, a bar or intelligence platform scales on itself. And so that you're always going to be in the know of where you should be focusing and where your advantages are. So just, I'm sure, I'm sure it's coming through, but we're pumped. Yeah, man. That's exciting stuff. You're taking it up a notch when it comes to like leadership, right? At the top to continue with this vision. You guys have continued to evolve and grow and expand your partnership together. First of all, that was one and now next up, right? Look out, man. Nobody getting away. What dawned on me was I was listening to you there. I love the fact you said database moment monitors itself. I thought to myself, let, I mean, isn't one of the hardest parts in this industry is to generate opportunities, right? And so what you guys are doing is you're helping facilitate those opportunities and saving me massive amounts of time and attention and energy to do that by leveraging data because this is something I as an individual LL could never do on my own. Well, and here's, and here's the thing you just said something very important and watch this. And this is the brilliance of Rich LaBarca here about to see everyone thinks is an opportunity somebody that's living inside your database and that's just not true. That's a warm body. That's a record. Okay. It's not an opportunity. An opportunity is when somebody that has, well, I can show you, here's what an opportunity looks like. Show me. Don't tell me, baby. Show you. This is an opportunity, okay? Strategically you find borrowers who need, who have some, who need some value, okay? They need it. You've identified, there's a need for some value, okay? Now that's not an opportunity yet. That's just the fact that you've identified a group of people that need some value. Now, second part, ways to communicate value to the borrower. So you found people that need value. Now you need to not communicate to them so they can hear the value. And only after you've found the people that need the value and how to communicate it, does it actually become an opportunity? Until then, it's not an opportunity. That's good. Because you make it real for them, actually. Correct. Correct. It's only an opportunity once you have a borrower plus the value plus the communication. Until it's all three of those things, it's not an opportunity. It's just someone that needs value. Great. How are you going to communicate it? I don't know. Not an opportunity. I know how to communicate the value. Now it's an opportunity. And that's the biggest difference is that everyone treats everyone in their database. We talk about this Dave, undifferentiated data, right? It's all the same. Everyone's the same. Treat everyone the same. Communicate the same. And the results are, like, like, less than what anyone ever expects. And so here is a chance for real intelligence to come out and stop being noise and start being actionable. Like you said. I'm reminded of you guys remember that book, let's just a test to see how if you're as old as me. Remember that book one to one marketing? Oh, yeah. Rodgers and Puppers, baby. Yeah. When that thing first came out, right, I was just like talking about the future. You'll have a specific marketing message, journey, specific, just to you, that beef jerky eater or whatever, right, unique to your own situation, that mom who needs cat, that's where we're at, right? Yes. That's it. You nailed it. Yeah. Very, very dated permission marketing used to be a, you know, Seth Gooden's, maybe it was his first book. Yeah. Those are, those are just commonplace now. So if we're not doing permission marketing, then how would you describe that leveraging this data? Yeah, I would describe it by, you know, helping a family make the best decision at the right time. You know, I mean, you're leveraging public domain data that is available to give a family a better service. I mean, one of the things I've always been passionate about is an entrepreneur is, is how can we use technology to help consumers make better decisions, you know, and that's providing them with more data and using transparency to give them more data, you know, people can achieve financial freedom, but they, they need the right data at the right time. And right now they're not getting it. I mean, consumers are not getting intelligent reach outs. You know, they're, they're, they're, they're having to be the ones to raise their hands saying, hey, I think you know, instead of professionals that know how you can build wealthless real estate, being able to give, give, give a, give a presentation. So I, I think it's using data for good is using data to help families achieve financial freedom faster. That's the platform we're building. Okay. And so once again, we're going to put links to everything you said in the show notes, the YouTube channel, the website, so people can go check out trust engine. Great name, by the way. That makes, I'm like, is that really available or like, let me, let me tell you the, the story behind that too, right? Like the, the, the big, the big thing was the vision. You remember like a hundred years ago, I was there, you don't, you don't remember that, you know, you wait a second, Jeff, you're not better. I'm a little over half of that. I'll just let the cat out of the bag, then he's, what are you drinking to look so young? Choose your on, man. So I heard a hundred years ago that somebody could walk into a bank, see the banker and say, hey, I'd like to buy house some property for my family. And I'd like to borrow some money and they go, you know what, Jeff, I know your family for a long time. How much do you need? That's shake a hand, right? Boom. Like, it was, it, that's it. It's like that, that real trust was there. And we want to bring that back, but modernize it, right? Like how can we make lenders not have to sell themselves every single time? Think about that. Every time we do a transaction, we got to sell ourselves. Trust me. Believe me, I'm giving you the best. You can check it. We're always selling ourselves. We just did this three years ago. Why are you, why am I forced to sell myself again to you where that didn't happen before, right? The way you build trust and the way you build value, the kind of compliment each other, is you explain to the lender that you are, and again, this is the, this is the vision. Look, Mr. Mrs, not the lunch, the bar, Mr. Mrs. Barrower, we use a system called trust engine that always chooses the best loan for you. This isn't a sales pitch. This is us serving you. And by the way, consumers are expecting you to do that. Millennials and generations Z has said. We expect you to tell us things about ourselves and then we'll make a decision. But we want you to tell us things, which is why Kaia came out with this thing that says, hey, don't buy that ticket just yet. This looks like it could be trending down. Why don't we alert you tomorrow if the price of this flight has gone down, right? We consumers are like, great, this is wonderful. This is what we want. We want you technology company to make me be better at being me. Think about that. We want you to help me be a better version of me. That's what trust engine is doing. Look, Mr. Mrs. Barrower, we're serving you. The system is designed to give you the best option for you, not your neighbor, not your mom, not your wife for you. This is designed for you. And Mr. Mrs. Loan Officer, we're also helping you and educating you in that look. You may have just been here for six months and you want to be as good as the top producer in your company, but you don't know all the ins and outs of all the loans. We do. We know every type of loan you can offer, even if you don't know you can offer it, we're going to present it to you that will be presented to the borrower. And you will learn about some of the nuances of what you can be doing that you on your own would not have figured out because there's a hundred and I'll call them skews. Sometimes there's a hundred skews in a lender, a hundred different ways they can do a mortgage. But I loan officer one and a half years into the business, only no streamlines and this one thing, right, or that one thing. And so what happens is my conversion numbers continue to go down. And this is what we were showing you a second ago in this and that I didn't show you all of it. But one of the things that you'll see in this is something like this and this is key and then I know we're wrapping it up, but this is key differentiator and what's happening. When we can tell you that your conversion rates are down 33% from 11 to 7.37 and then say, by the way, you're 2.63 below the benchmark. You have 235 lenders on the system. Most lenders don't know if they're using their systems properly, if they're using their technology properly, not anymore. Now we'll tell you how you're performing versus the industry versus others in the industry using the same platform for the same reasons. You're below. But instead of you running around trying to figure it out, we figured it out for you. Not everyone in your company is doing poorly, but 16 of 44 branches are doing poorly and not everyone in those 16 branches are doing poorly. 22 specific loan officers are doing poorly. So guess what? Here's the solution. Training has already been scheduled and would you like us to distribute these loans to higher producing loan officers while we're training these loan officers on how to do these loans? So it goes into action. Again, I wanted to show you that one more time because that is the big difference between what we're doing now. It's not just trends on a specific loan. Yeah. How about a company? How can you do better as a whole? That's hugely valuable, man. Just sit there and look at that data. Very, very interesting. And have a solution for it too. Not just look at the problem and be like, okay, how are we solving this? We have a solution. You can activate it or you can try to solve it yourself, but we have a solution. Yeah. Well, that's very cool. Very insightful data. That's awesome. You're equipping those executives who need to better understand what's performing, who's performing, right? How to correct it and rectify it. Yeah. But not spend your wheels, not be like, oh, our conversions are down. Where do we look? Do we pick up? No, no, no, no. We will actually give you a microscope and show you what's happening here and recommend the solution. The question is, are you? You're fixing that old joke. How many originators work for you about half, but you don't know which half. Never again. Never again. All right. For the time we've got left, Dave, if you wouldn't mind, I want, if you could, you have six trends to $100 million producers. We're not going to do all of them. But if you could maybe take, you know, the top two or three that you think are most relevant right now of the trends to be of $100 million producers that you see, because like I said, at the start, you know, you guys, you Dave, for years, I've had your pulse, your thumb on the pulse of the industry. You of course talked to hundreds of high producing all those. So what are you seeing out there? So yeah, I'll just quickly, I like three out of the six. And I'll start at the bottom number six. And not because it is in last place, there's an argument to say it's number one. And that's the first time home buyers, guys, like it is a market where if you're a loan author there, you should just be, I'm a first time home buyer specialist. It's a big enough market opportunity in every single geographic market in America. It's, it's, it's, there's new ones to it for, I talked to loan authors all the time and some loan authors, oh, I don't like to work with first time home buyers. And then I talked to some loan officers, all I like is a first time home buyers. It's, it's a market that you need to master for the next decade. When you just look at the demographics, you look at the amount of millennials that are renting. And then when you look at the value of owning versus renting, I mean, it makes sense. So be great at that. That's a mega trend that $100 million producers are embracing and they're getting after. The, I think it's number four is realtor leadership. You know, last year when I looked and I audited all the interviews I did in our YouTube channel and I looked at the top 10 and then I looked at the top 20. It was like, you know, scripts for realtors, how to, how to gain market share with realtors. It was at least 12 to 14 of the top 20 interviews and when I say top, they reviewed the most. They got the most likes, they got the most shares. It was, it was about bringing leadership to realtors. And so I talked about that in my LinkedIn article. And then the, the, the North Star, you know, it was number one. It is number one is there's a new era in the mortgage industry like this. This is not just another year in the mortgage business for by 37 year career in the industry rates have gone down. And you know what? They hit 2%. And they, and the years that they hit 2% there were two back to back or trillion dollar years. So, so mortgage professionals, real estate professionals. This is the first time that the 63% of every mortgage in America starts with two or three period. And rates are not likely going to go back to two. So the, the number one is the data driven advice era. Like it is a new era in the industry because I think real estate agents, listing agents. Mortgage professionals are going to have to be data driven advisors. They need to know the data. They need to educate with data. And by the way, 63% start with a two or three. There's another 20% that starts with four. So that means 80% of every mortgage home in America is less than 4%. And what it rates today guys, you know, 6%, 6.1, 5.8, will they go to four again? Everybody's saying they will. I believe they will. I actually think from the people I listened to, that's going to happen this year. But remember, people are still at two and four. So, you know, the data driven advice era is a macro or major trend number one. Okay, data driven. So, and by the way, mortgage coach, of course, this isn't a plug. It's just, you know, I'm a fan. I was a user back in the CD Ram days of mortgage coach. So it's a great tool to get yourself self-educated and to be able to, you know, showcase yourself as a modern originator who can speak using data to back up what you're saying, right? And of course, you've come a long, long way since then with all the awesome tools that you guys give each every loan officer. How many people are right now looking up CD Ram? It's true, man, back in the day, I remember putting that in the laptop and Hold it a little days. And I still loved it then. And it, but it's like, oh my god, it's like night and day, right? I mean, like I still people just so you know, I'm fanboying about, I was tell people like all those coming to my community. And they're, I'm like, yeah, if you're not using mortgage coach today, a tool like that to be able to better represent yourself. You're, you know, no differentiation. I mean, you're, you're just losing. You're doing, it's like showing up to a, you know, a painting contest. And you're, you got one arm tied behind your back. You know, you know, you're not going to do as well. Yes. Yeah. So all right. Good stuff. Guys, thank you for this. Congratulations on the announcement. Trust engine, taking the industry by storm, endorsements from housing wire. Like this is just, I think there's a lot more to come as we continue to track you guys this year. Oh, yeah, yeah. All right. So listeners, there are links in the show notes to everything we talked about. Please check those out. And I'm thinking we need to have another call, another podcast recording to go deeper on what we started with the six trends. We only covered two or three of them. And there's more there to cover. So, all right. Sounds good. All right. Hey listeners, you know what to do. If you'd like to set up, so hey, let us know, leave us a review. And we'll see you on the next one. Bye for now. Hey guys, what's up real quick? You've heard about the mortgage marketing pro membership before. And I just want to quickly remind you, if that you're in a place in your business, where you simply need more purchase loans, you need to fill your pipeline with purchase business. Let's just face it, agents are still a solid pillar of business and sources of purchase business for you. Well, good news. Our mortgage marketing pro membership helps loan officers like you close more loans without the hassle of chasing agents or cold calling. Done for you, agent classes, expert training videos, a marketing automation platform that automates the entire process for you, everything you need to build your personal brand in your local market, attract and convert agents into referral partners. 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