The Road to $100 Million

Hey, my friend. What's up? Welcome to this episode of the Mortgage Marketing Radio podcast. This is going to be a fire conversation. I'm bringing to you my special guest, Jane Floyd, a producing branch manager out of Tampa, Florida area. Some quick stats on Jane. She's been an originator for over 30 years in the business. Is a team leader has been a coach and has played every possible role you can imagine as a long time, highly successful mortgage professional. To give you some context, here we are. It is December of 2024. And I titled this episode, the road to 100 million. And the reason being, as I wanted to unpack both some strategic and tactical ideas you could take and apply, not necessarily saying that you're on the road to 100 million or that you even want to do 100 million. But everyone has their number, whatever it is, right? Maybe for you, it's 10 million or 20 or 30, whatever it is. But there's that next level, next metric that you want to get to. What I love about my conversation with Jane is we're on packing like her number one source of business, basically her top resources of business, what they are, right? How she actually gets engagement and traction with real estate agents. What her rules are for working with like-minded people and how she handles people when they're not like-minded or they're not vibing with her vibe and with her standards for who she is, is how she operates. We're going to talk about how she leverages broker previews, open houses, lunch and learns, social media, how she gets listing agents. We're going to talk about rental loans and so much more. This is just a rapid fire conversation of the exact, big moving elements, the big rocks in a 100 million dollar road map. And surprisingly, you may not hear any- what you're going to hear is probably some things you may have heard before, but most importantly, you need to be reminded of some of those things. And then I wanted to reveal this conversation that I have with Jane with you. Just to highlight and point out to you that there is no magic. There is no secret sauce. There is no bright shiny object that's going to come along and save you. There are fundamentals, just like winning teams in sports practice fundamentals to be able to succeed, move the chains forward, to get the trophies, etc. It comes down to fundamentals. And then yes, some special teams elements that come into that. And there definitely is a place for that in any business plan. But you're going to hear Jane kind of unpack what are the fundamentals for her. And we also talk about why everything you want is just on the other side of your reach and your reputation. Now, some quick points about Jane. As I said, already this year, based on the numbers I'm looking at at Redder. And she's confirmed these are accurate. So far this year, her performance has been 234 plus transactions and a volume of over 104 million dollars. And once again, she's in the Tampa Florida area. And I'm looking at her top buyer agents by transaction count. I can see she's got a handful of agents that have sent her over this year, 14 deals, 9 deals, 7 deals, 6 deals, 4 deals. And then it goes on down from there, spread out across many, many different agents. So I think you should take notes on this. You should identify one to three takeaway action items for you that you can apply to your business that you may not be doing or not doing consistently enough that will move the needle for you in your business. You should connect with her via the links we have in the show notes on LinkedIn and Instagram. Follow what she's doing. Success leaves clues. And if you have a moment, please rate the podcast and let us know how you like this. And then lastly, no surprise to you. I've been listening for any time. One of the things that we do to help loan officers succeed with attracting instead of chasing real estate agents is leading with educational classes and content. You hear Jane talk about how she's doing multiple classes every single month. She is still recruiting agents, still attracting agents, the primary method through which she does that is by getting face to face in her local market by leveraging educational content and classes. And so we're going to briefly touch on that. But if you're somebody who's open to and interested in learning more about how you can do the same, and you don't have to come up with content, you don't have to come up with a how do I promote it, get butts in the seats, the PowerPoint slides, the email marketing, the social media posts, the follow ups and reminders. Hey, we do that for you. Maybe it's a fit for you. Maybe it's not it's not right for everybody. But if you want to learn more about how we're helping people do that, you can go to mortgagemarketing.pro, check the link in the show notes. It's called my agent classes and learn more about it there. So without further ado, let's get into this week's show. Jane Floyd, welcome to the show. Thank you, Jeff. So great to have you here. Why don't we do this? What if you have this opportunity, we've got loan officers listening at various levels around the country, some wildly successful like yourself, some maybe it's the first three years issue in the biz. Then there's the middle pack. Before we get into this road to 100 million, what would you want to share with listeners about Jane Floyd? So probably well, you probably know I've been in the business for 33 years now. And I think honestly, Jeff, I'm so passionate. I love what I do so much from the first day that I got into the mortgage business. And I think I think there's people that get into it maybe for the wrong reasons. And so you talk about the road to success to 100 million. I think to get there, but to get there with collaboration, bringing others up and impacting and not just not just thinking about the money, I think you have to be passionate about what you do. So I truly am not not to say that it's not without without challenges. And I think really I've learned anything we'll probably talk about today. I've learned so much from the mistakes I've made, right? In my career, and then just from from people, right? Just people pouring into me. So you know, I would just say I just I want people to know everything. There's nothing I won't share with anyone to be honest with you. I can definitely sense that from you as well passionate, right? You're you're kind of on fire, I sense, right? So have you ever felt it was ever a period over the past 30 years of your career where the fire, the passion kind of dimmed a little bit or maybe even went out? Never gone out. Never gone out dimmed absolutely, right? And then and that's when you just have to take a step back, right? And really analyze like your why, right? Why am I doing this? I mean, and I mean, quite honestly, I had one of those moments in the past year, probably. And and they only last they don't last very long, but to be honest with you. And that's when I did make some make some changes, right? And figured out why am I doing what I'm doing? And really at the at the end of the day, if if my why is not being answered, then then that's when that light dims. And when you wake up and you're not excited because I truly wake up every day, my kids grown kids that work with me, they're like nobody wakes up that excited, but I truly do. I truly do because I absolutely love what I do. So, you know, things go wrong and you just have to figure out like, what is it you can control the controllables? It's all in my head, right? If I'm in a not not motivated, which is rare, I got to figure out why am I not motivated? And what's that obstacle that I need to get out of my life, right? Hmm. So the theme of this is the road to 100 million. And we're going to unpack some tactics, of course, in this conversation. But I oftentimes, when I talk to people that are achieving at a high level, and I recently talked to some various coaches at different organizations, and one of the questions I posed was, what comes first, skill set or mindset? And I'd be curious to get your take on, let's use use the theme of the road to 100 million. Well, whatever that is, it's it could be somebody's wrote to 50 million or 30 million. But do you think somebody can get to the top right air quotes of whatever their top is? And of course, there's another top. But like how critical is that mindset? Let me post the same question to you mindset versus skill set, like which comes first, which is more important? Personally, I absolutely think that it's mindset, because Jeff, let's define like 100 million, you can be at 100 million, but be a train wreck in the rest of your life, right? Yeah. And I've seen it, and I've worked with people that have the skill set, they are really brilliant, right? And so they can get to 100 million, but the mindset, it's not it's not aligned with when you say mindset, like that's a belief that I have abundance in my life, and I enjoy, right? So I think it all starts with mindset. Now skills, you're going to have a positive nine mindset, but then you have to tactically have the skills like to get to 100 million, right? Like so for example, I'm not, I'm not extremely techy. I'm not techy at all. I mean, I'm techy to the point where I need to be, but I surround myself with people who are, right? And but yet, if you call me and said, hey, James, this is what's going on in my life, and I'm purchasing this house and did it like, wow, that's like I love to put that together. So I know where my gifts are, and not to say that I can, I can obviously, I'm not illiterate, right? I can work in and complicit and all of that, but I think skills that can be taught, but mindset is is just something that that it's within. So yeah, you either have it or you don't, or you don't. Yeah, I mean, you can get it. You can condition yourself, right? To get there and do the coaching, read the books, the et cetera, go to the events, get around the right people, mentors, that can help foster that, but you have to have that open mind. And it's not, it's not easy either, Jeff, sometimes, right? I mean, in our business, you know that. I mean, it's, it's reactive. Yeah, yeah. There are people right that that will leave us for penny, right? I mean, that you've poured your heart and soul into and you've counseled them and you've done everything right, but they're going to find it for, I mean, that's hard to say, okay, you know, I'm going to have a positive mindset when I just spent, you know, a week with Jeff and he was going to go with me and now he's going with ABC company for $50, right? So, so, so I think switch that switch, like, and way back in the day, man, I would get deflated by things like that, right? Or I would get deflated if, like, you know, a realtor was using somebody else for, like, I don't do that anymore, right? I'm like, okay, what did I learn from this? Could I have done anything any different? And if not, you know, for example, this morning, one of my guys, a lot, somebody said they were locking with him, sent out disclosures and somebody on my team and then you know what, found it for a little bit less and, and you know what, boom, it's gone. It's okay. There's nothing you did everything that you could do. So, let's just move on to the next one and this person's going to see the value that they're not going to leave you for $50. So, I think it's just how quick we can pivot when our mind goes to that dark place. I like that. I heard it once said it's not, it's not that you get knocked down. It's just how long do you stay down? How long do you stay down? Yeah. Like a minute. It's all it should be when I say a minute. Okay, an hour. Well, have you have your pity party? Do your thing, walk around the park or whatever it is, right? But yeah, you got to, you got to dust yourself off and move on. Yeah. And sometimes that comes with maturity. That comes comes with 10 year in the business. You know, one when I'm just here, all the LOs in my head, right? One, when I, oh, that's easy when you close in 200, right? But, but it's a mindset. It's a skill set. I think that you develop over time and just realize resiliency. It's a critical part of this business. The millions. Yeah. Yeah. That's cool. I like that. All right. So, that's some mindset stuff. You know, you made an excellent point as well. I wrote this note down of like you, you can be, you can have this amazing, wonderful, positive mindset, but, but not have the skill set to back it up. And I wrote down ignorance on fire. You still have to perform, right? You still have to know your guidelines. You still have to do what you say. Like your word is your only bond. When it comes to, right, your clients and your referral partners, if you say you're going to do something, you better make sure you can do it before you say that, right? If you ever got burned by that, by the way, I'm curious. Have you ever really like had to like eat crow and be like, yeah, I screwed up. Can't qualify. You know what I mean? 100% and, and I think, and I'm glad I'm really glad that you brought that up because that is one thing that I see not just in our industry, but in all in just, in, in, in a lot of industries is that if, if, if you don't have integrity, like we're going to screw up, it's going to happen, right? But it's, it, it is absolutely how you handle it. And my team knows I will back them. I don't care what, how much of a check I have to write. And, and this is really funny. I'll tell you this because this is one of my top realtors who have been working with for probably 25 years. And this was probably, I don't know, seven years ago. And so, but yesterday, and I, we, we messed up a deal. I mean, we gave out a pre-approval, and it just doesn't happen, you know, but it does happen to have us anybody. We gave out a pre-approval letter, and it was just a gnarly file, tax returns, and it just, we missed something, you know? And so, I, you know, I did what I always do. First, I figure out, okay, what is a plan B, you know? And so before I made the phone call, I knew exactly. And people are going to react different ways, Jeff. And this is why I want to be aligned with people that are honest, because we're all going to screw up. It's how we fix it. And so, I called my realtor first, and I let her know what happened. And I mean, it was, it was a big deal. Her deposit was, was, was going to be shot. And then we, and instead of this is who I want to work with, she's like, okay, and so I told her, I have, I, I did my research. I found another bank that could do it. I, and I just bent over backwards. And, you know, I told the borrower. And it's, it, and, and, and that's, that's how you have to handle it, right? So admit it. Here's what I'm going to do to fix it. Never, never, never place blame on anyone. Fast forward. That was seven years ago yesterday. She was talking to me about a seller and going to take an offer on another buyer that I'm working with. And she said, oh, and you remember, you did her loan. And she said the name. And I went, and she said, oh, my word. No, I didn't do her loan. Remember? But you think about, like I said, oh, my word. And she still took my offer. So, so meaning that, okay, that was seven years ago. And she just, it's how I handled the problem, right? And instead of saying, oh, my God, I had a horrible experience with J point seven years ago. You know, so I think we just, that's the thing is people Jeff, like don't want to admit it. And I, I even, I mean, I mean, I think probably for 30 years when I hire somebody, I will tell, number one thing, don't lie to me. I will back you up because we're going to screw up, right? But just tell the truth and, and, and we'll fix it together. How in the past, for example, have you had, or how have you handled a situation where somebody must take realtor because consumers a different example where they don't respond well to that situation? Anything come to mind on that? It does. And that's, that, that's such a great question. And then, and this might not be where if somebody's brand new in the business, you, you, you can't be as selective as I am of who I want to work with right now in my life. I want to work with people that are aligned and think like me. So in those situations, those are just people, hey, if they, if they give me a deal, I'll take it. But that's not somebody I'm going to pursue. That's not somebody I'm going to spend my time with because, you know, they're just going to pick up the phone, call somebody else, you know, and, and I, it's not how I live my life. And I just, I, we, we all have enough stuff in our life. So I just choose not to work with people like that. And you just have to figure that out, you know, it takes time, right? Yeah. Well, this is the kind of business where people will reveal their true colors, right? I mean, it's kind of like, you don't know if you ever heard that old saying, like, you, you, you go, go golfing for business relationships and how the person acts on the golf course is like, like, reveals a lot about who they are in life. Like, if they call them Mulligans, the cheat, the kick the, you know, I mean, they react when it, it's similar in this business because it's very emotionally intensive business. And if that's how you handle stress and difficulty and challenges, yeah, that's kind of indicative of what that relationship is going to be like. Exactly. Okay. Love that. All right. Let's pivot and go a little bit more strategic. So, question I often ask people when they come on is what is your primary source of business? I can tell you because we're funneling lives in the year. And it's always been within a few percent range, 71 percent of my business in 2024 is realtors. And it has literally been between 65 and 75 for the past three years. Really? Okay. What's the other balance then? 16% is past clients. Really ashamed that 1% is current clients. 3% is past client referrals. So, you know, you, you track these, you, you look at Jeff like, okay, opportunities, right? And I, and I never want to, I'll never stop building the relationships with, with realtors because I love, I love that. However, you, I look, you look at those numbers and I'm like, okay, guys, this is a, we have a massive database that loved us, you know, I, I survey every single client, every single one. And we have a, you know, 98% raving fan surveys. That's how I measure my entire staff. So really that ticket past clients and past client referrals combined is 19% that should be a lot higher. So that's a huge opportunity that we're working on. My team's working on. Are there other sources, social media, other, you know, quote, unquote, consumer direct that you're also kind of eyeballing that you wanted to pursue further? When we say consumer direct, that's like a dream come true. So I would love to, I don't, I don't, I don't pay for any marketing. Sure. You don't run ads. Yeah. Right. But the consumer direct to me is to be just so that I can get business for my agent. So I've been consciously working on that through my database. And then through, for me, social, I, to be honest with you, I don't, I don't like it, but I, but I think it's, I think it's a necessity, right? And so we're, we're, I think we were maybe like 5% when you say consumer direct. So like from some of the videos that we've done. And that's, that's about it. And I'm looking at your Instagram right now. Of course, we'll link up all your resources and stuff in the show notes here. But Instagram is your primary software channel. Yes. Yeah. Correct. Okay. Yeah. For example, I did a video actually today. I don't know if it's posting today or tomorrow, but normally we bulk post. But and I invite like the entire community, right? It's just on, because you know, yeah, I hit with it back to back hurricane. So huge, you know, huge effect on our business this last quarter. Nothing I've ever seen or anybody that's lived here experience. So like, like, and so doing a, a webinar next week, not just for agents, but just on, you know, there are so many properties, Jeff, that, that you can't get loans on. So this renovation loan is and, and we have a, and if them has a special going on. So like, I opened it up to the entire community, like post it, send it anywhere, you know, so just trying to reach out to the community with, with things like that. If we get loans great and help somebody, great. Yeah, that's interesting. I had a call earlier today. We're talking about rental loans and several weeks ago as well. And considering the inventory challenge as well. And that's a whole side conversation we can have about, right? Like with the aging, aging boomers and the potential silver tsunami and like and all this stuff of like, you know, we've got these aging homes, right? That are going to be coming on the market. And I think that's a smart strategy for the loan officer to position themselves of like, hey, here's how we can structure this, rental loan, right? As a, as a new listing for first time home buyers who are like, yeah, I can, you know, it doesn't have everything, but hey, have you thought about this? And as you know, a lot of realtors aren't thinking, they're not even aware of how you can structure a rental loans to make this a workable deal, right? This normal listing that think about the advantage that we're going to geek out on loans now for a second. Think about the advantage of like, you've got this sell there. They know their house is kind of crappy. And they're like, oh, yeah, so they're going to drop the price or whatever. And it's like, well, wait a minute, realtor, what if we like talked about this rental though? Kind of what you're doing, right? That's exactly an item announced at this morning. I got to speak in a real estate office that like this, I'm doing one right now that the it would have been a cash investor, right? Otherwise, this person couldn't have bought a home and why this and the desk is settling in the emotions. I mean, it could have been through a lot being displaced from their homes. But yeah, this is just such a solution. And, you know, for both sides, but it's just educating them. And like you said, we're offering like, let's put a flyer here, market this property. You don't have to sell it at a discount for cash, you know, or at a like, I mean, I'm seeing some go at massive discounts, maybe a little bit, but you get weight more money if you sell your house to this person, they can get a renovation loan than this cash investor, right? Yeah. So think about that as you're listening in your area, where those those apply. Okay. So realtor is the primary source, past clients, and then the other kind of mixed bag of stuff. You're obviously established now, you know, 30 plus years in the business. Are you still hunting realtors? Or is it pretty much, you know, maintaining the existing relationships? Oh God, no, there are two parts to the sale, Jeff, in our business, right? Acquisition and retention. So I literally, you know, I'm real big. I'm working my, and that's my Katelyn comes in director development. So we actively work our, our, our list and then constantly trying to get, to get new agents recruiting, recruiting all the time. Yeah. All the time. Never stop prospecting. Yeah. Okay. So I'm going to pivot here for a second. I'm going to jump into Redder. I don't know if you use Redder MMI for data. Oh, we have what's called the Ed cheer at NFM. Oh, that's right. The Ed. Yes. Of course you do. I always like it. Yeah. Yeah. And Redder, Redder shout out Redder as well. That's, that's who I'm attached to. I've never heard of that. So I thought that was going to be something techy. I was going to have to have you educate me on. It's just it's the alternative to MMI. Let's call it that. But anyway, it's similar in that I can look at like your top buyer agents by transaction count. So all right, before I get into this, let me go back to you're always recruiting agents, right? How, how do you stay in front of agents to continue that attraction? Because I'm going to assume crack me if I'm wrong. You're not cold calling. Maybe you are, but what is that strategy for you to constantly be adding to the bus? That's a great question. How do I stay in front of agents? So a couple of different ways. One, I am constantly doing educational events. I do, I do so many lunch and learn Jeff at ear locally. I hated during COVID when everything was Zoom, right? In fact, next week, my that'll be my first Zoom in a while. Just just the renovation because there's going to be so many people in my renovation partners in different state. But I'm constantly inviting new agents to my events. Some of them I speak at. Some of them, you know, I bring in speakers. Wednesday open houses, this is one thing I've been consistent with for 20 plus years in our market, just like you just said, you look up and better. So we, Caitlin, my director of development, and realtor, Concier. Every Wednesday, man, we either will do an open house with one of our established agents. And that's the best way because then as we're in our area, Jeff, they're well attended. Yes. And so we constantly meet new agents that way. And even though they're brand new, if they, if they don't know who we are, they're hearing the agent, you know, Jane Floyd, or we'll just if there's, we'll just go pop in, right? Just pop in, look at the house. Those are probably the two, two of the biggest and then the third to be honest with you. No, I'm going to give you four actually. And this I learned from the core. And I have we actively work listing agents. And I learned that I learned doing Tuesday updates. I literally since January of 2011, we have never once missed a Tuesday update call to hosting agent. And I can tell you, Jeff, now my team captain does those calls now. But if you're only, you know, depending on where your production is, you should be doing them yourself. I still come after, but I can't tell you, I wish I could quantify and tell you the number of agents that we've acquired just from small kept promises calling them every single Tuesday. So that is a massive way to get agents. And then the other one is so simple too. It's nothing new. This is nothing sexy, but I just scheduled one this morning. Agents that no love and trust me, getting me with coffee, you know, someone else with someone else. I mean, right. Hey, bring an agent, right? Bring an agent like you. Yeah, it's it's so simple, right? And that goes back to two, Jeff, like bring an agent that again is aligned with us and that, you know, you know, well, I mean, you know, you want to track like minded people, right? So that's your your vibe attracts your vibe attract your tribe, right? So that's what you want. So some other types of people. So I wrote all that down. What I love about that is it's fundamentals, right? Lunch and learns open. You do the broker preview open houses, right? Which is what you're referring to? Correct. Now, Jeff, I am not like I used to hit Saturday and Sunday open houses all the time. Right. But I'll tell you every once in a while, I'll pop in just because I love competing with myself like somebody totally green. Let me go in and see if I can crack this first. Because you're like, I still got it. Yeah. Keep you fresh. And I do think for new aid for for new, if there's any new loan officers or productions now, and I can tell you the I think weekend open houses right now is the way to go with since the Nars settlement. We've been tracking this and I asked the I asked agents, we do, we do a lot of flyers for them. Caitlin does before the weekend and post them on social, but the amount of buyers that are coming through unrepresented is unbelievable. Just last weekend, Jeff, one of my agents, buyer came through, she didn't know them from Adam. Now we've got them all pre approved. And I think that is a like if you don't, if you plopped me in a city where I knew no one, besides networking events, right? To me, that would be the number one way to cultivate new relationships with agents. 100%. Hey podcast family, are you tired chasing down real estate agents for referrals, making cool calls and feeling like you're just not getting the results you deserve? What if in just 90 days, you could double your agent referrals and finally lock in that consistent monthly income you've been striving for? My agent classes is the ultimate program designed to help you effortlessly attract, engage and convert real estate agents into top referral partners. We've done the hard work for you. You'll get a full library of turnkey, done for you presentations, a marketing automation platform to streamline the entire process, plug and play marketing, email, flyers, social media posts, text messages, weekly coaching and accountability calls, plus access to a private community of high performing mortgage pros from all over the country, sharing what's working in today's market. And to top it off, we'll even load you up with 200 producing agents in your local market to help you get started fast. So stop chasing agents and start building meaningful relationships that lead to real consistent business without the stress of cold calling or feeling undervalued. And don't just take my word for it. Head on over to mortgagemarketing.pro or check the link in the show notes and you can read real success stories for mortgage pros just like you. So if you're finally ready to grow your agent referrals without chasing and have fun doing it, check out mortgagemarketing.pro today. I mean, I sit here and I, you know, I've interviewed gosh, I don't know, 250, 300 loan officers, right? And whenever I get somebody like in your sphere, that is why I asked the questions I asked. So listener, you just heard, right, from somebody who's doing $100 million in 2024, right? Was that 230, 240 plus loans, something like that? Yeah. Yeah. Yeah. The main sources of her business still are realtors. And you could bag on realtors. You could throw them under the bus. You could wish it was different. And this is the, this is like I get tired of hearing myself tell other people, Jane, right? Which is just like, you know, I need to grow my business. And there's social media and there's running ads. And there's this and that. And there's buy this and do that. And I'm like, fast as quick as way to a buyer is a real estate agent. But people don't like it, right? Because of realtors, right? It's work. And they're like, I'm so tired of realtors or whatever. So what would you advise to those people that are having that head talk right now about the whole going after realtors thing? Because it's the drum we've been beaten for 20, 30 years. Yeah. I think you just said it. It's the mindset. They have to tell themselves, I love realtors. Like you have to believe it until you believe it, right? It's not. But what if what if Jane, I don't? The realtors I've worked with suck? Like, is that my fault, partly? And then I, and then I have some owners. There's like, then go find new ones. Like, right? Just go find new ones. Not that's why I'm saying it's not easy, right? They're not, not, I am not like minded with everyone. Like I, like, I, I've had literally realtors like lie to your face, you know? You're like, well, here's the data, you know? So go find new ones. They are out there, right? It's, it's, it's, if you want to go get it, they're there. Yeah, I really love that you said that. And it goes back to the kind of, I think why you're still playing the lunch and lured card, the broker preview stuff. You're still playing the, I have this phrase five mile famous game, which is, let me play this game with you for a second, because you're well known in your area, right? And how many realtors are in the greater Tampa area? 10,000, 15,000? It's over 10. It's over 10. Yeah. Right. So I was close. Look at that. Wow. Yes. I have an idea. So I have, I do this thing in some of the keynotes I deliver where I talk about this movie called I Love Your Man with Paul Rudd and Jason Seagull, whatever. I don't know if you've seen it, but Paul Rudd plays this down and out realtor in Los Angeles. And it's got a really funny clip in it. And I show it realtors find it funny too. So he's down and out in LA is a realtor. Yeah, so it's about 20 plus years old. But so he's down and out. Jason Seagull is like this kind of strange friend who befriends Paul Rudd and long story short is Paul Rudd's realtor down and out. And so Seagull decides to take out unbeknownst to Paul Rudd's character, a bunch of billboards in LA, advertising this Paul Rudd. And it's like the cheesiest realtor advertising you've ever seen. It's in the thong. It's in the wild, wild west. It's the secret agent James Bond. It's all the stuff, right? It's the bus sign and all that kind of the audience is just laughing like crazy. And then of course it, you know, he's pissed off. He's freaking out like, oh my God, I can't believe this. And next thing you know, his phone's ringing off the hook. And the point I make is I put a picture of a billboard up and I asked the loan officers, I go, hey, if there was a billboard up in your town and every realtor in town drove by that billboard every single day, how many of them would recognize your face and your neck? And isn't that what you've just alluded to here is you're still playing the running for mayor recruiting game because there's 10, 15,000 agents. How many do you need? You know, 50, 100, 200, middle vary. But you obviously have a large database of real estate agents, right? Yes. And you're marketing to them in various ways. So you are constantly used our words, recruiting, staying top of mind. I'll put a cherry on this is I think for the listener right now, one of the issues you've solved. And I think the people who bitch and moan about realtors is you're simply not well known enough. Like not enough realtors know you even exist. And this is a numbers game for you to find the people that are going to jive and align with you. You've got to go through a lot of people. Jeff, you just said something and I hope what you just said is so true. And I say this, hopefully, humbly, you're not like, and again, it took me doing videos was painful for me at first. I was so awkward. I can tell you, Jeff, though. And again, I am, I am relational, right? I'm old school. However, I am not ignorant that what the world looks at. Like get off your phone, but they are in social. So so I can't even tell you how many times I mean time after time. Oh, they got you. They know you. They know you. And honestly, Jeff, I have no idea who they are. You know what they know? They know our team's reputation, right? Because we have a strong reputation. And then I am doing value ad videos for a credibility, right? Like just credibility. They're not not to, again, it was even hard to when I started posting anything personal. I'm like, this isn't about me, but people want to know a little bit about you. But what you said, those people, they don't know you. Yes. So it is easier when, when, when, when then I go after that agent who has heard of me and knows the reputation because of our team and that we deliver, right? So yeah, I mean, you got to be, you got to be in both worlds today. You just, you just reminded me you said something reputation. I heard this quote from, I think it was Rory Vaden from Brand Builders Institute. And he said, everything, yeah, everything you want is on the other side of your reach and your reputation. That's it. Like, so if you're listening right now and you're not getting the in-bounds you want, it comes down to what's your reach and what's your reputation? Yes. 100%. I mean, in just on that, on that note a little for a minute, like it's why, I mean, every Friday, you know, I mean, we're structured. I, we look at the videos we posted, what had a good reach, what had a good response, what had shares so that we know what, what do people want, right? What are they? And then we tailor, we try to tailor our, our social to, you know, the reactions, right? Yeah. Yeah. Look at your analytics. Yeah. Yeah. Real quick, on the lunch and learns, I don't know if you know this about me, but that's a sweet spot of me for those listening. They probably know by now that that's one of the ways I help lawn officers as we have this like turnkey platform of done for you classes and stuff. Which Jordan has participated in. She's amazing, by the way. She's amazing. Shout out Jordan if you're listening. What are some of the topics that, you know, you tend to teach? So recently, again, I think you also have to adapt everything to your environment and what's happening, right? So some of the biggest ones right now have been around the insurance, right? Yes. Restoration, all of that appraisals, I just, every time over the years I have an appraiser come in and underwriter come in. Oh my god, we have so many of us. Well, I was, you mentioned the NAR settlement earlier. I was wondering if you're doing anything. Like what we're doing some stuff, which is called like winning the buyer presentation, right? Leveraging seller concessions, right? Those types of things. We actually, when, right when it hit, we probably were doing three of week, a week about winning the buyer's presentation. That's kind of tapered off now, but that was the only thing that we were doing, doing for a while, right? It's evolving. Yeah, it's always evolving. And now, as far as leveraging the seller concessions, that's in the context of, you know, how to overcome the buyer age and compensation issue, affordability, right? And because again, a massive issue, you know, I mean, in our area. Oh, yeah. Where is it not? Where is it not? Yeah. And it's not going to change. Yeah. So, so once again, let's love tell them. So the more you can demonstrate how you can help agents solve problems with education, the more you're going to get chosen, the more you're going to win. Because it's not going to be based on products and price, right? It's going to be, oh, I didn't know you could use a seller concession to pay the buyer age and compensation. Huh. I didn't know you could add my age and compensation to the purchase price. And we can still, right, make that up and only add another 50 or 100 bucks to the payment. Oh, most agents are completely unaware of that. Correct. Yeah. Yeah. Show up and educate. All right. I want to real quickly as I'm keeping an eye on the clock. Talk about your social media because I've been following you on Instagram. You actually look really comfortable. You should know, by the way, on Reels and videos. Thank you. Yeah. That's a compliment. So you mentioned earlier, you you batch film content. Is that what I heard? Yeah. So unless like like it was today, the two that I did, I just because. Sure. And then also, hey, the home set exemption. So I did one like, you know, to get in some end of the year closings. But I started doing that. I don't know, a year or two ago, Jeff, and it's been a game changer for me. And I think that goes, goes also with just just your calendar every like is so critical, right? And so we I, I block out three hours every other week with my social girl. It's two is a two or three two and a half two three. I've got three hours out. And and then the during those two weeks, right? We're coming up with content. We're coming up with so we are so prepared, right? Change of outfits. Um, and and and there's three of us in there. My social girl and and and that's it. We just roll with it so that then she's then she's set. She calendars out the postings and because otherwise, I used to just I used to just try to fit them in like when we do one tomorrow, let me do one today. Oh, yeah. I'm brain dead and I don't know. Have the energy. I think I think that's another thing is just super important. Um, you know, with your calendar, if you're doing, if you're doing the videos, right? I want to have, you know, you everybody's different times a day where their energy is the highest. I think that's important too. Yeah, 100%. Um, how do you come up with topics to create videos around? So I, um, multiple different ways. Um, like I, I look at Neil, I four, like there's just so all my, all I have such a spirit throughout the country. So my social girls looking at them, what works. But then I think the most important thing I do is like we, we, we were listening to our buyers and our agents, like what, what questions are they asking us? What are the needs, right? You know, like for example, I mean, I don't want to say we beat this horse, but we're still beaten it and we're crushing it is the two one by now. You know, when race were down rate shot back up, you, people don't really grasp unless they're really looking at the power of that, getting that, that buyer in a house that can, they can't afford it, but they're conservative. I'm a, I'm just a freak. I'm so passionate about, you know, people being fiscally, um, you know, I was never taught it, right? Um, I learned it. And so I, like, I just think it, you know, if you have financial issues, like we're going to have problems in life, but if you're not, if you're not fiscally wise and using a mortgage as a tool, right? So constantly teaching that. So again, like the two one by down, for example, I can't believe when an agent's like, I go, well, I've done like three videos on it. But then I, instead of like, okay, we'll shame on me, I'm not doing enough. So constantly listening to what buyers and agents are asking of us, it gives me content, you know, credit. You think, you think credit is, is like, like, because right, we've been doing this forever, right? But they don't really, some of them don't really understand the nuances and why it's important, you know, um, why the score and the, and, and, and, and, and showing one of the ones we did our last, um, um, filming was, you know, just showing the math. I think I'm big about. Let's show people math. Like, what is the difference in this score and this score on this price? Like, what does that mean to you? So, um, really, let's, let's, let's get you in up front and let's get the credit cleaned up. But that's what we need to do. So that's where, um, yeah. Oh, love it. Listening. Yeah. Listening to your buyers and clients, because they're going to, yeah, what are the common questions you get every single week or month and, you know, redoing those and then, and if you think the two one buy down has been played out once again, mindset, that's in your head because, yeah, I mean, people need to be reminded over and over and over again. And most people aren't seeing your stuff anyways. So that's exactly right. That's exactly right, Jeff. Yeah. I want to give you a quick shout out. I'm on your Instagram here. And you did, I've never seen a loan officer do this. You did a black Friday special. And I'm like, well, what? So I click on this and what, for the listeners, why don't you briefly tell them what that was? So, and I have, so, so when I'm doing videos now, it's three people. So Caitlin that's been with me for eight years and, um, who all my realtors know. And then my social girl and then my executive assistant who's only been with me for five months, five months. So it's all three of us. And it's so cool though how when you collaborate. So, so one of them had seen, uh, you know, let's do a black Friday special. What can we get? I was Caitlin. Yeah. Well, and what I'm like, no, I can't give that away because I'd be doing the loan for free, but let's come up with something. So, so, um, like no origination fees we did, I think. But anyway, and then at the, and then, and then Alexis goes, wait a minute, I got it. Like, how about having you come and truth be known? I hate shopping. Come in with bags, right? With that. And how it just was funny, you know? So I feel like you got to throw some of that in, um, just for humor. Yeah. For sure. Well, I mean, I like what it says, apply online by midnight on black Friday. No origination fees when you close. Five-year rate pledge guarantee. Yeah. Which is a refi when rates stop for up to five years with no lender fees for those curious, um, and mention team Floyd to your loan partner. And this must be a new application. That's, uh, that's awesome. Like, that's very creative use of like piggybacking on what's already on top of everybody's mind. Like Friday. Yeah. Like Friday. Smart. Yeah. I love it. So make sure that you, um, check the link to the show notes so you can go follow Jane and all the cool stuff her and her team are doing over there for social media content. Um, all right. Well, unfortunately, we are coming to the end of our time because you are very busy. I am busy. And I think we've already extracted quite a few nuggets for people listening to this. The only question I close out with is, um, as we're heading into 2025, I'm sure you're already, if not soon, do engage in planning for the new year. Anything you're doing differently or strategically, or you're going to test something out that, you know, you haven't maybe done before. Um, I don't know that it's different, but honestly, the whole time and energy audit, I'm sure you read by back your time. I read it like two years ago, but I'm constantly re-evaluating that. And I think like for me, the, the, our most success comes from our people and our team, right? And so we're, we're re-evaluating, um, conversions and just we are hyper focused in the first quarter. We have enough leads, right? So we are hyper focused in raising our conversions by just three percent. So that's our first quarter initiative. Yeah. Yeah. And so you got to back into that. So it's well, by the way, what does that mean? Conversion at what point? Um, so lead lead to close. Okay. Lead to close because I think the process, right? It's communication is everything. Yeah. But, um, if you can just increase your conversions and then you just have to back into, sure, there's multiple different ways. And it's a whole collaborative effort with the team. And I break it down by, um, I have three team members that I partner with one person on every single one. That's how I work. So yeah. I mean, that's called running it like a business, right? Looking at your lead to conversion, your pull-through rate. And I'm sure you, you know, you've done the exercises over the years of your app to conversion, right? And you know, you've got to look at your analytics because to bring it back to, to close this out, it's like, I'll use the term I heard a while back, which is we're in a transaction recession. Um, so transactions are down overall, then you've got to get that much better at your whole process conversion, et cetera, because you're going to have less at bats. So you have less margin to screw up. Exactly. Awesome. So Jane, this has been fantastic. I really, really appreciate getting to connect with you. I know we're going to wind up meeting at an event somewhere soon in person. But the best places for people to connect with you is one, your Instagram, which is Jane underscore Floyd. And then we'll put a link to your LinkedIn as well, which are active there. Also, you've got good content there. So we'll put a link in the show notes to you there as well. So thank you so much for sharing your wisdom today. Man, thank you and happy to help anybody and Jeff, thank you. I am going to check out the things that you mentioned. Appreciate you, buddy. You bet. Listeners, you know what to do if you like this episode. First, share it with somebody. Secondly, leave us a review. There'll be a link down in the show notes where you can rate this podcast. So that's how we reach more people. Appreciate you all tuning in. We'll see you on the next one. Bye for now. Okay, that's it for today's episode. Before we wrap up, I just wanted to remind you about my agent classes, your proven system to double your agent referrals in just 90 days. Imagine never having to co-call again, instead building real lasting relationships with top-producing agents who want to send you business with done for you presentations, marketing automation, weekly coaching. It's all designed to make growing your business easier and fun. So if you're ready to take control of your agent referrals and grow your income, visit mortgagemarketing.pro or check the link in the show notes and why you're there. Don't forget to check out the success stories from other mortgage pros who've already seen incredible results. Thanks for listening and I'll see you on the next episode.