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welcome everyone to another episode of Ames grow and get it I'm Tom Alice president of growth here at aim today I get to host a friend of mine a leader in the industry Lisa Lund who's President owner of the Lund mortgage team in beautiful Arizona um Lisa welcome to the show thanks so much Tom appreciate it I'm excited to be here always good to have a conversation with you as I know for one you know I get to see you at I saw you at UWM live you're always at fuse you really you know are a staple in our industry for a lot of the things you do and it's kind of why I asked if you would show up today and give uh 10 minutes your time to our team is you have focused for quite a long time on using uh radio advertising is one of the main sources of lead generation is that correct yes uh over 23 years now we've been on since we started on radio wow no do you use the same radio station do you vary and jump from one station to the other or how how does that look so we've the original station that we started on we're still on they're been the longest and since then we've added stations to that so we've grown our presence on the radio and for us it's mostly talk radio um and we do the live endorsements has been key for us that's awesome so someone's listening to the radio show um obviously for the majority of I would say Originators in this industry especially the broker channel on those that are successful it's very uh relationship driven right so I know that you've created a ton of relationships from um really going client direct how is that played I mean Tom give me kind of the rundown on how that works for you so you know um consumer direct you can send whatever message you want to send so typically you know when you go consumer direct we were a huge refinance shop and we saw you know years ago okay everyone needs to Pivot to purchases so you're kind of directing what you want to send out to the community so we started about five or six years ago saying call us first um before you contact a realtor before you look online at homes that's the sexy part of the transaction or the exciting part you need to know how much home you can afford so we wanted to direct the consumer to us first and so we were able to use our radio to really change the narrative there and in contacting us first we can kind of control the whole process of it we can actually now hand out leads to Realtors um if they're not working with someone or we get to know get to know new Realtors if they already have one that they're working with but we're able to qualify them first get in front of them before they're starting to look at homes which has been huge and and important for us oh that's massive and to people even have the value proposition of you know handing a realtor Elite as I'm sure for me that doesn't happen that often maybe one or two a quarter but then those agents normally return two or three times on a mount back uh to you because most loan officers are not only not able to do that but they don't right um so let me ask you on a monthly basis how many calls because it has to be I mean the one thing I know if you have uh ad spend on radio or video availability is key right so um for like the infrastructure on your team somebody's listening to the radio they are they pushing them more towards calling in or directing them to your website what is the the main call to action for you so both but we used to see so it's it's evolved over time like anything else right with technology now we're we're seeing more going to our website which has been very important and so that's why we use lead pops and so with directing them to our website they're actually able to go on and set appointments now with our loan officers so they can go on and they can select an appointment that goes on to our calendars and set it up with a loan officer for a time to speak now we do have our phones open as well we used to mainly get in calls and you would see the phones ring about within eight minutes of our ad playing but now you know people hear the ads whether we're on in the morning or afternoon and they want to go to our website later on because maybe they're driving or whatever it is so we're seeing a lot more action through the website which has been great because now they can go online if they want to they can actually either do an application or they can set an appointment to talk to one of our loan officers that's beautiful so use like a calendly link that then syncs with your loan like ah that is uh that makes sense because then at least they know they have something Set uh in place to make sure that you can execute on it so you know obviously to run a system like you do you have to have really good technology and make sure it works properly what what would you say is the biggest uh system or tool that you're using to help make sure that you're capturing the revenue for the money you're spending on Advertising you know our websites run through lead pops and because that we're consumer direct it's been a really great tool for us as well as our CRM our calendars and we use arrive as well so kind of all working together as well as our loan officers when they what the calendar thing has been huge for us because our loan officers can come in they know when they have their appointments um set with their clients and we're available all the time and it's really helped us capture our leads because the appointments could be any time a day or night even weekends we have appointments set and we can make sure they're spread out evenly between our loan officers and we're not missing any of those clients so for someone that's maybe considering it like I've done radio before and I have to be honest with you I failed at it right and I think the reason I failed at it was consistency right when you look at most things especially from a marketing standpoint I know it's been some time for you because you've been doing this for for quite a while like you said you used to do it for refinance pivoted to purchase what would you expect like the natural time to be if whether an originator a broker owner said you know I really like this I'm going to go in and I'm going to spend 20 or 30k a month on radio advertising right what type of commitment should they have walking into that at least six months to a year so I say don't ever do radio unless you can at least have the money set aside for at least six months and then also know your audience and what you're talking about um you know we've never we've been on the radio 23 years we don't talk about interest rates we don't talk about products we talk about who we are and why you want to work with us um as well as you know getting fully pre-qualified our client success stories um why we are who we are what sets us apart from other places so we don't talk rates we don't talk about that it's getting them to know us as a small family-owned lender and why they want to work with us and then talking about our success stories with clients as well yeah even on social media it's one of the things I've tried to tell my team that's like share your success stories that is a way to build reputation without you necessarily um you know you're talking about yourself a little bit but it's the fact where people want to know I yeah I mean that's that's awesome no wonder why it's working so six months to a year um to be able to really start to build that brand recognition for you in that first six months to a year I mean how I don't know are you looking to break even is it a lost leader to start off um I want to be able to help prepare our audience as they they look at this and say okay I could do this um I mean are you getting anything the first couple of months which you say by doing uh doing the advertising yes you're going to get calls and so one of the cool things that we started doing that I wanted to talk about today because you can do this with any type of advertising that you're paying for whether it's Facebook whether it's social whether it's radio any type of things is we were getting a lot of calls in and we were doing a lot of pre-qualifications so yes you're going to get the calls in is it going to be an Roi right away are they ready to go now are they ready to go in six months but I look at every lead as a valuable lead whether they're ready to go now or later and if you have a great CRM in place to stay in front of them um you know which we've always depended on our CRM we use whiteboard which is now switching over um but anytime yeah um I think it starts with an A now I can um get that to you we have a couple of team members that use whiteboard and I thought it went to Surefire or something else but uh yeah so that's the CRM that you're using to track the follow-up for the ones that are not right now but you're still obviously you paid for that contact yes and so one other thing that we've kind of decided to implement this year because I know a lot of people are doing a ton of prequels no matter where you're getting it from Agents or from wherever is how when you first pre-qualify someone and they're ready to go look for a home they're excited right they're they're happy over the moon so we want to keep that excitement throughout because sometimes they may not find a home right away you know we have low inventory that's been talked about all over the industry so what can you do to help them keep them excited stay in front of them and stay in front of the Realtors too especially if it's a realtor that you don't have a relationship with yet right so when they pre-qualify we send them out um in the mail um a bunch of swag with a pre-qualification certificate it makes them feel good about what they're pre-qualified for and then a bunch of One Mortgage teams swag that they can get you know t-shirts and notebooks and calendars and fun stuff so yes they talk to you you get pre-qualified within a week they get something mailed to them and then we also started implementing calling our prequels that haven't yet got a contract every week and not only are we checking in with them we're also checking in with their realtor partners and it's more of a conversation of hey how's it going um you know how's the house hunting going what are you seeing how are you feeling is there anything we can help you with um has anything changed since we pre-qualified you if it's been longer a month but really staying in front of them because that's a paid lead whether you're paying for it through social you're doing realtor events that you pay for or radio like ourselves is you want to make sure you're capturing the most out of your leads that you can get instead of just pre-qualifying people putting them in your CRM and forgetting about them you want to keep that human touch and let them know you're thinking about them and asking them how are get going it gives you great insight as well and then calling your Realtors calling the Realtors like hey I know I just talked to Tom over here and they said you know they've looked at a few houses but it's just not quite right well how are you seeing the market go and just really talk to those Realtors and what are you foreseeing do you have any other clients that we can help you out with here's some new products you know that we are seeing the one percent down or whatever it may be but just making those weekly calls and staying in front of your prequels may bring you business that you didn't even know about 100 100 you're staying top of Minds you're keeping them uh captive and I really love the idea that a week after that they even inquire you're sending something out now do you have a is that automated or do you have something to where you have a team member that that's their job weekly how do you execute on that yeah so our receptionist is the one who does it so once in our system in arrive we can hit it's in pre-qual status they get email they know that their prequel she's sending that out it's a personalized letter with a certificate all of our contact information with the loan officers business cards as well as a bunch of fun swag that will remind them of us like Hey we're here for you we've pre-qualified you if you need anything we're still here wow I mean that's uh there's no wonder why you're so successful right you've got a great business plan and you execute on everything that you're saying and I really appreciate you being here I know uh for one I've seen the business that you and Matt uh do your team does you guys really kick ass and I I like it I like to see I like to see people winning especially when it's due to hard work like you're doing and betting on yourself so um I appreciate it if anyone has a question I don't want to flood you because I know you're busy if somebody maybe has a question about doing some radio advertising hopefully they can shoot you a DM uh and just connect with you to get some some basic numbers I know for me like I said I did it for six months but I didn't stick with it and I'll tell you the mistake I made and I literally this is why I love doing these calls everything was about rape right it wasn't necessarily about exactly you know my recipe prior was doing exactly what you said like on social sharing success stories here was a denial of the three other denials and here's our here's our success story that is what attracts people so really good I hear Mark that one I'd be writing notes if I wasn't uh hosting the interview but I appreciate you Lisa thank you so much for being here and thank you aim for for showing up today for another episode of Ames grow and get it we're here every Monday noon Eastern and the Brokers are better Facebook group if you're looking for some new information something to maybe turn up the dial a little and get more business check out our YouTube page at aim National if you have all of our past guests on there as well we'll look forward to seeing you at fuse which is believe it or not not that far away so really looking forward to it I don't know if you play guys I've seen you golfing we need to get you in the golf game Miss Lisa Lund yes I need to I we just had my dad's charity golf tournament this weekend so it was a lot of fun and it was great a little hot but I don't mind the heat yeah well Arizona I mean I'm in Minnesota so I guess it was it was really hot here too I finally broke 80. for the first time this year we'll have four of those but uh thank you again hope everyone has a great week and we'll see you soon thank you I appreciate it