Empower Your Business with Crm Contact in Loan Agreements

How to create outlook signature

it comes from the sales people from the crm so the way that they sell it and they pitch it and they talk about it is what hey this is so easy it does everything for you well if someone's going to do everything for me that's great but in reality it's just a tool this calculator will do everything but unless i push the buttons it ain't going to do nothing right so they say this is so easy it takes care of all this stuff but you're still managing the the the technology you're still managing the tool that it is [Music] [Applause] all right welcome to another episode of the context of contracts podcast i am brian lovell and we have some amazing people mr jon jones and remote all the way from north carolina mr steve richman so uh the doctor is in the doctor is in steve's clearly in the doctor's office in the house but he is in the house so hey we figured we would have a conversation today about crm programs right i think i don't know i found that crm programs is like loan originators it's like one of their favorite things to talk about everybody wants to know hey what's the best crm how do you use your crm right you get that a lot loan offices realtors absolutely yep folks in sales so what we figured we would share with you is from our perspective what are some of the top do's and don'ts with crm and then we'll dig a little bit deep on each one of these so first thing we're going to knock off we're going to talk about what are some of the mistakes that we're seeing sales professionals make right now um when using crm and i want to say brian brian just when we set this up also it's not about any particular crm we're not promoting one we're not promoting another personally i think we're promoting usage of it and how to use it properly because there are so many mistakes that are made but so if you say well mom you know if we say something along the lines of well you shouldn't do this left-handed and you're just like my design for left-handed people you know okay i got you so we're talking very generic here today yes yeah i mean i think the important thing with a crm the biggest mistake is not to use one yes you know and whether you're in real estate and or the mortgage business as we know a lot of folks just don't find the time to actually ever use one yeah i think one of the things i see oftentimes is you have two schools of thought i don't know it's not like schools without you have two folks out there you got those who don't have a crm and then you got those who have one but don't use it right and so we'll share with you some of those things today that will help you on your crm journey so i think the first one is um you know i think a lot of folks like to plug in this is a mistake that we make they plug into a crm let me set it and forget it well john was just talking about that two seconds ago and he said hey you're not really utilizing it in my opinion that's the i'll tell you exactly where in my opinion where that comes from it comes from the sales people from the crm so the way that they sell it and they pitch it and they talk about it is what hey this is so easy it does everything for you well if someone's going to do everything for me that's great but in reality it's just a tool this calculator will do everything but unless i push the buttons it ain't going to do nothing right so they say this is so easy it takes care of all this stuff but you're still managing the the the technology you're still managing the tool that it is you have to engage it or leverage it that's one of your favorite words brian leverage leverage yeah because one of the things that happens is we put whatever database it is into the crm with whatever drip campaign and then we're just like hey i'm going to slide this person over to this drip campaign and i'm just and then boom it just it goes and we'll talk about where does it go on the good side where that goes um i think one of the other go ahead steve throw it back to a doctor's office you go in you have this great machine that does what takes an x-ray it produces the x-ray but if you don't have somebody there reading that x-ray for you to tell you what it just found hey congratulations you have a drip campaign and now it basically dripped onto the floor and it did absolutely nothing for you so you need to have the person behind it making it all real and useful yep you're correct i think the second thing is um it's not you know we make the mistake by not making sure it's integrated with other systems um and so what i mean by that is you know this the different systems that you're using for your business should be able to talk back and forth with each other because otherwise you're going to be duplicating a lot of work and when you duplicate a lot of work guess what you don't do you don't do any of the work right you see it all the time especially when you look at people and they're trying to bring other things in it's not just hey is it talking to my closing but it's even how i already have a list right now you have a list i have a list we have a rolodex if you if you've been in the business that long right so you got your 2000 contacts if it's not integrated and easily uploaded into that system who's going to sit there and say let me punch my 2000 in it's got to you know be able to come right up it's got to talk the excel or whatever it's doing so it's all integrated talking to one another because everybody does have their own system yeah yeah and again i think that um there's a lot of different platforms out there and like steve said we're not necessarily talking about one platform over another just if you're out there looking for a crm it's important that it's integrated with some of the other systems that you're using um you know and i would even say that you'll take that even a little bit further you know sometimes there are add-ons to some of those crm systems that if they're again they're not talking to each other your database isn't transferring you know the information you know into into some other things right right one of the things i've seen too over the years is everybody wants a crm and they go out and they buy this shiny thing steve to your point you know a salesman sales person sells them on this is going to do all of this stuff for you and then they get it but they don't actually work on putting together the campaigns that they're trying to move right so you know most people when they get a crm they're wanting to touch people in a couple different ways right that could be your past client database your sphere of influence just just a couple but we don't even we don't bother building out the campaigns to be authentic to who you are right or what you're trying to accomplish i think you got two things there one you have authenticity and then you have are you actually going to use it what i think ends up happening and this happens in our it happens in all industries somebody comes and they say we have this brand new thing it's a crm sit down and we're going to have a five hour training you sit down you have the training on it and they give you so much information remember the first two points so you're willing to do those first two things and then everything that happened afterwards it really should be day one this is how you do this next week we're going to talk about how you do that and the week after that we'll talk about the drip campaign and the week after that we'll talk about the flyer campaign but when we give you here it will do everything here's a here's a hey ronco and there's more right i mean we keep hearing here's 110 different things that it's going to do i'm overwhelmed so i'm going to do nothing right yeah that's a good point you know when i get it this is what i'm going to use it for well i'm having to close loans right now so it's talking about closed loans so i guess i should just blow this part off because i only care about the other part it needs to be a continuous learning process of how to use that crm yeah i would 100 agree with that and i think one of the other things that happens steve to the point that you're making is you know all of this technology improves over time right they make updates to it improvements to it changes to it and if you're not staying up to date with those things as well there's a whole lot of aspects of these programs that you're probably not even plugged into are using here's a little tip and i say this all the time raise your hand and volunteer as soon as you're and i don't care if it's about crm or whatever but as soon as somebody says hey we're introducing a crm we're going to pilot it with 10 loan officers i'll be one hey they're coming out with a new i'll be one to test it out why because if you're the person who goes in there a you get the best knowledge and you you have to get the experience of using it and if there's anything that you want to change because it's not working for you you're the one who gets it to work for you to say hey you know how this drop down box works here i don't like that we should do this then all of a sudden you're the one who's creating the tool that you want to have versus hey we created this and now we're forcing it upon you raise your hand and get involved early and then you'll utilize it because then you get greater volume and it does what you want it to do yeah now 100 you're right right so um you know i think one of the other things too is steve you sort of started to talk about this we become paralyzed by the enormity of something right that we either choose to only focus on one or two things or we don't focus on using any of it like hey instead of me trying to even grasp how big this thing is i'm just not even going to bother right and we start it and we stop it but i think one of the mistakes that we make right now too is we don't dig deep on all of the things that a crm can do for us in terms of the different drip campaigns i just thought of a couple just specific to our business and you guys chime in if i've missed something but we talked about you know closed deals like your past clients right um prospects these are the people that you're working on maybe in our business you've just done a pre-approval and they're either out shopping for a home or maybe you had to have that unfortunate conversation where you said hey these are the things that i i'm gonna have to help you work on to be in a position to buy down the road right um i call that kind of the cold you've also got in process right these are the people that you need to communicate with during the process of a sale right like in our business you know typically it takes 30 days or less of a process but you still need to be able to communicate um through that process and then the other one i i think that um too that we miss out on big time is just our referral partners right we we spend a lot of time listen the farming is the hard part right you guys agree right the farming catch the the whole yes is the hard part that's the hard part you know we everybody does a great job once you get an at-bat it's the farming and so we go out and we spend a lot of time on farming meeting new people um you know trying to build relationships and we don't put them on a communication um campaign i would call that like referral partners and then um the other one is sphere of influence right these are your friends your family um you know the people who are in the pta with you or in the little league or you know go to your church or whatever but each one of those segments you should have something built out specifically for them 100 percent yeah i mean i think we tend to chase the newest you know the newest greatest thing the new deal and we forget to follow up with people that would love an opportunity to send us a referral and if we're not staying in touch via email phone text then slowly but surely they kind of drift off and forget kind of what you do i mean and we've all seen that in the mortgage business where somebody will say hey man i was thinking you know what i just refinanced but do you do refi's well shame on me if i didn't let you know two years ago when i did your purchase that i'm here to help if you ever need to refinance and we hear that in our industry a lot and realtors they tend to move on you know to chase the next deal and they forget to follow up with this the the person that just they just had to deal with that can refer them more clients yeah no you're absolutely right well look at what john just said it's the same thing that i gave you too much information to learn about the system yeah i saw you two years ago please remember me two years from now when you go to refine that's the purpose of the crm it keeps in touch with you over that two-year period so that you will be able to refi but brian when you said the word referral partners i want to take it one step further i think it's everybody in the process so it's not your appraiser but that appraiser should be in there so that appraiser now knows you that title company and that closing officer should be in there and if you're if you're sitting there and you're helping somebody buy a home what is a better time than to exhibit and display yourself to that seller's agent to that listing agent to see how awesome you are because they don't even have a relationship with you and now you put that in there so instead of saying hey can i have a deal it's like i'm not even trying to get a loan from you let me just show you how good i am now all i was doing you follow up with them afterwards because one day that seller's agent's gonna be what gonna be a buyer's agent yeah listen i am 100 in agreement with you i think in our business that that's one of our that's one of our shortcomings overall as salespeople you know i talk on this all the time but let's say let's use this example you go to a realtor event right let's say you go to something at the board of realtors and you meet a couple of new agents and the goal is you get in a relationship you find ways to add value to them provide solutions right and hopefully earn some referrals do you think that the sales process to get a referral from that type of realtor is faster or slower than the one that just did a transaction with you slower than the one that yeah i mean you're likely to get another deal from somebody you've just done a transaction because to steve's point when you're in the midst of a transaction you're showing them this is what the experience your buyer is going to get and working with me down the road right i think it's also and correct me if i'm wrong and you can also help your partners through your own crm so now when you start getting your campaigns and information that's out there it's like hi this is me and don't forget your real estate agent was so wonderful so if you all you bring everybody into that one big communication bubble and you're sharing great information about your partners then they go thank you very much and that's how you start to build loyalty yeah and i think you know you're you're kind of segueing us in we will get in this a minute but i think that's one of the things that some folks are doing really well right now with a crm right the the thing about it is it's not just about how it's benefiting your business it's how it's benefiting others and we kind of said at the beginning of this podcast too that what i see is there's a lot of people out there who don't have a crm and i'll just i'll just talk real estate agents in general there's a lot of real estate agents out there that don't have a crm and the ones that do don't know what to do with it right i can't tell you how many times that we've gotten a referral from an agent for a buyer that we worked on we couldn't help them immediately but we coached and counseled them through the things that they needed to do to be ready to buy and then they came back to us and said hey brian i think i'm ready to try this pre-approval thing again and i say hey do you remember who the agent was who referred us to you in the first place and their answer is no we do i mean our industry whether you're in the mortgage side or the or the real estate side we do a terrible job statistically so in a recent survey after two years 87 of consumers forget who the realtor is that they worked with wow 87 now we're not much better we're at 84 so we again we as sales people right what do we do we just chase the next deal yes the next deal the next deal so statistics show that somebody that does their first mortgage will do that same thing 12 or 14 more times over the next 30 to 40 years and and what do we what do we do to earn that next deal and then deal after in the deal after most of us just i mean i hate to say it most of us tend to just chase the new and not work our database at donca weft i mean brian buffini i mean 100 days to greatness you can get 50 of all your referrals if you have 200 people that know like and trust you and you work that you know that database and you throw it back on if you love your statistics like you just did there national association of realtors the uh 2020 uh profile of homebuyers and spellers what does it say it says that the average person is going to move every 10 years and they move within a 15 mile radius so you're saying they forget your name over two years i'm telling you you got eight more to go right but remember 15 mile radius which means they're still in your circle and where you're doing business they're not moving from pittsburgh to plano texas they're moving from 4th street to 8th street so that's where the beauty of the crm it keeps you in touch with that person who's still in your area yeah yeah absolutely and i think that's a good point that's a good time to transition to what are some things that we see people doing well with crm and steve i'll kind of start right where you just left off is the the the ones who are managing their crm well and it's reaping them benefits are the ones that this is more than just a drip campaign and what do you have to do to make it more than just a drip pan campaign full contact i mean let me let me let me pick this up this is really probably gonna pick up something like you know it looks like this now it's not quite as heavy as the oil i got it i got it i got it oh that's my phone right that thing weighs 500 pounds but what good loss are doing is they're using that crm to remind them when to make that kind of a touch to make a phone call to send a text message whatever it may be the good ones are using the whole thing right you go back to what we said earlier about what not to do is to set it and forget it right and and that would be the forget it part hey i'm not even gonna you know bother but that crm should be a tickler i say all the time a note a notepad can't tap you on the shoulder i love that right a notebook can't tap you on the shoulder and be like hey man right i need you to call that person hey man you need to follow up with that person so what what amount of time during your week should you schedule to work on your past data database i mean would you say you know two to three hours a week or an hour a day are you checking in every morning and going through it um it it's definitely the the folks that do it and have a method to doing that every day or every week are the ones that get the majority of repeat customers i mean there are people that that know like and trust you they want to refer business to you and i mean i think going down in the next avenue is to label your abc referrals and there are some people that love to refer people out to you if you did a good job for somebody whether it's real estate or mortgage you're going to have clients that always want to refer you and those people are the ones that are most important that you stay in constant communication with and don't let them slowly forget who you are yeah i'll jump on that train i'm going to talk about you brian so you you said hey a notepad isn't going to tap you on the shoulder you said what are some things that people don't do well i have talked to people and they said oh the reason i don't like my crm is it just gives my manager a reason to tell me what i'm doing wrong right there's a dashboard that comes up and they're saying well you didn't make those what john was just talking about you got to make these phone calls this is so now my manager knows what i didn't do instead of looking at it as the stick of my manager's going to know what i didn't do i say look at it as a carrot to say hey somebody's giving me the actual information the playbook of what to do right yeah so you have that conversation with your manager up front okay we're instituting a crm how are you manager going to use this well i'm going to use have used this to help you make the calls that you make so am i going to get in trouble if i don't know so if you set those um parameters up front it makes it a lot better but people tend to say well if i if they're going to see what i am and i'm not doing oh is that going to hurt me in the long run and that's why so i'd rather them know nothing and that's just that's not working so the answer to that question yes steve is is it going to hurt you in the long run yeah the answer is yes like i i will tell you from a leadership perspective like i've never looked at the global dashboard of the crm that we have and i don't know that i am ever going to but what i am going to share with you is those who are using it at a high level i will show you that they're converting at a higher rate than those who aren't if that's not proof in the pudding i don't know what is right i don't i don't have to beat you up about that right i guess in some way i'm beating you up by saying hey that person made more money than you because they executed a plan that was readily available to you every month we have certain folks that every month they'll send out a drip campaign or a specific target email about an opportunity maybe to refinance right you know save some money and the folks that do that and they they don't do it once they don't do it twice they continue to do that every couple of months right and they still every time that campaign hits they get three or four deals every time that's not even picking up the phone as i say you were just sharing with me today about a mail piece every time that an continues to do we're on our fourth round same mail piece um past past closed clients you know would you would now be an opportunity to consider refinancing you know and save you some money right the first three times that person probably just tossed that postcard yeah the fourth time she had four people contractor monday from that hit from last week it's incredible but to that point again we were talking about the 5 000 500 pound cell phone or whatever again the drip campaign can't make the postcard put the postage on it and put it in the mail right you've got to do that part yourself and that's where again that's the good behavior that we see people doing right now john i remember what i was going to say earlier you asked like how much time should you be working on on this database you know if you go back just a couple of minutes ago we talked about closed deals prospects in process referral partners sphere of influence and steve give us when there were six different buckets right and so the answer is i've always been a proponent every single day you should have something on your schedule that is revenue generating right if you just put one of these six one of those six revenues on their every day it would be revenue generating 100 right hey like on mondays i'm going to call the pass close deals that are due for a call right and remember a good crm is going to tell you this is who to call it's going to remind you of a loan anniversary right on tuesdays i'm going to call prospects that's everybody that you've pre-approved in let's say the past 60 or 90 days let me make that check-in call see where they're at right again a good crm is going to remind you of that in process reform we could go on and on and on but the point is you should be putting significant time into picking up the phone making the phone calls sending the facebook message whatever it is that's not just set it and forget it or find assistance you know from somebody else that can provide that level of service for you a team member yeah if that's something that's not in your wheelhouse you need to consider bringing on board somebody part-time full-time or sub you know subbing this out to a service that can do that for you yeah think about how much time it would you said you should be spending significant time think about how much time it would take to look all of that information up and not have it at your fingertips you're going to spend all your time going okay who's in my 90-day list okay let me find them here it's here's your list dial for dollars first trying to set it up up front so you're going to spend by having a system you end up spending less time and you spend the significant amount of time on life the revenue generating actions as opposed to the research yep yep good point steve so one of the other things that i wrote down that i we're seeing folks do that is managing crm at a good level and having success is you've got to incorporate video into your crm right and so there listen there's a reason that we video record this podcast right it's so that you can see how we're interacting you can see our level of excitement you can see how animated we are if we were just sitting behind a microphone you you could see me i mean come on who wouldn't want to i don't i mean good looking dude that's a good looking dude right there absolutely you know but there's a there's a reason like and again part one of the other things i'll say is like the person who reads the email or text is the interpreter of the tone you send a video there's nothing to interpret right yeah a hundred percent the whole world is using video today you're looking at facebook nobody writes anything on facebook anymore it's here's my video let me go do it if you look at linkedin right now there's a spot on linkedin where you can insert your own videos and people who are on there and do a lot of linkedin they're putting videos of them instead of saying here's my work experience they're talking about it they're doing it visually why do you think i just do this with my hand we're visual we're all visual people right so i love the idea of video and i've said this a million times and i'm going to say it again i don't like the way i look on video i don't like the way i sound good video hey guess what baby that's the way you look and sound to each and every one of us every day of your life yeah you got good lord are you not going to show up for an interview so i'm not going to talk to the customer i was going to say hey listen if you go back and watch our podcast that we did with ryan owens recently we did a podcast with ryan owens on specifically video marketing he said to a real estate agent who said that to him steve i don't like the way i look and i like this sound so let me ask you a question if you got an opportunity to go on a listing appointment would you would you not go because you don't like the way you look and sound of course you would go right so there you go if you can handle dispelling myths and dropping mics right here on context of contract if you can handle this nasally northeastern voice right here it's just the way that it is if i have brian's voice you know that deep barry white thing going on i'd be much more famous here to go easy yeah i'm definitely not famous i'm waiting though here's the last thing i've got for you guys this is um last one on on folks who are who are managing crm at a high level um is they have a strategy to share with their referral partners on how it benefits them steve you started to talk about this a few minutes ago here's the reality if if you're if you're sharing a lot of this is about customer experience right so we talked about you know the prospects the in process those are things if you're sitting down with a referral partner hey this is what working with me is going to be like i go back to what we just said about how many borrowers call us back and we ask do you remember who your real estate agent was and they don't know hey mr mrs agent here's one of the benefits you're gonna work with me i have a crm that i'm gonna execute so that when these borrowers come back to me i'm gonna make sure they get back to you right and so they've got a plan hot or cold cancer to be able to share with their referral partners hey this is a benefit that i have that also benefits you right helping them solve some problems you know at high level we have the the mailings that go out every week the updates we have the drip campaigns are on autopilot but the folks that work at a high level they do the monday check-ins how'd the weekend go did you see anything out there that you're putting an offer in anything i can you know help you with um you know they're doing the hard work they're actually picking up the phone and they're staying in communication in contact with the customer which then you can report back to the agent partner you're working with so you guys keep that consumer front and center with you i mean we see it all the time this week earlier this week and talking to somebody they lost somebody both the realtor and the yellow lost a client because it was nine weeks they hadn't found a house but they weren't doing the follow-up i mean you know they kind of set it forget it so it's easy in real estate now to put a campaign together for a borrower i mean somebody looking for a home a home search i'm going to go ahead and send you the 30 properties that that might meet your criteria and then that two-week period goes by they don't even check in yeah because you know new new listings show up in their inbox the realtor gets copied so they reach out and actually check to see if they want to see one of them i mean you just don't know so you've got to be actively working it calling every week and and partnering with a realtor that's doing the same thing yeah yeah if you're waiting for people to ask you yeah i want to go see this it's yeah not good make make the ask make the ass all right gentlemen anything that uh we didn't hit on that we should have in regards to crm before we the only thing and this is just my old background coming at me is it's wonderful to not worry about legal compliance if you stick with your crm and but i i have in my old world i used to get questions all the time hey what's proper when i set up my facebook page how do i set up my linkedin page what can i can i do here you have your company saying this has all been blessed this has all been approved you don't have to ask that question it's being handed to you that it's going to be okay yep okay all right ladies and gentlemen thanks for tuning in to another episode of the context of contracts podcast on behalf of steve richman mr jon jones brian i am brian lovell and if there's anything that you need we're always here to serve