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[Music] foreign [Music] boys and girls children 18 plus you are tuned in to the loan officer podcast with me Dustin Owen and my main man JC John Coleman deal what's popping with that sterile-ass intro what what I know it's good I was that sterile you just paced yourself it was like half a beat slower than usual did I really yeah I just felt like I was anxious man I have no idea it's getting late in the day I haven't eaten really I have not eaten no not people know I'm an intermittent faster so I normally will specifically not eat between like 8 30 and 12 30 and then I try to get my 3 000 calories in between 12 30 and 8 30. you didn't get your poke bowl today I did not get my poke bowl and sometimes I'll go with General sews on white rice some days I go for the um Salomon no I do not like salmon no but I'll go to the Thai restaurant yeah where I like to get some uh some chicken red curry on brown rice okay yes but today was not one of those days where you could afford such luxury dust no today is one of those days that is hot is all get out in the office in the office outside well it's cold compared it's Florida cold it's Florida actually really nice people up north are like freezing their their butts off people everywhere apparently and here in Florida because the temperature dropped down to like 56 last night by the way it got to 72 today but our building manager acts as if it's like the opposite a blizzard outside has the heat on I'm flush as if I just drank a whole bottle of merlot by myself let's go yeah it is hot and I haven't eaten but hey I'm still on fire I got this John you go give me about the intro I'll turn it up for you but please no it's late in the day I'm hot and I haven't eaten that's on me not on you sound like a child I'm hot and haven't eaten feed me crazy I am such a child that way that my whole entire life yeah if I'm in a pissy mood there's two questions to ask me when was the last time you ate and have you exercised today yep and at the end normally the answer is no the answer is no to both and you know just to walk away with your head down yeah just like dude go eat something like shove a banana down my throat yeah I think that's why they made the whole Snickers commercial you're not you Dustin I'm not you're not you when you're do I need to snap into a slim jim nah I think that is too look at the marketing ideas just coming off the top I have no segue for that into today's episode no segue at all but hey we're just going to start like this yeah it's the holidays so happy holidays we are trying to bring you meaningful impactful content and we're trying to crank it out so that we can also maybe take some time off and enjoy time with our loved ones your loved one oh yeah parents yeah we'll give you three yeah there's three people yeah that are the one bees to John's 1A your one is you well I'm one a through b okay and C okay and then you know there's others yeah because if you can't love yourself how can you love others wow you are learning I feel touched yeah John told me that if you put yourself first you'll never be last uh airplane method there you go so I play a plane method put the math yeah so cure your uh secure your breathing apparatus first before helping others they tell you to do on the plane well ing to Tyler Durden that's who you get high because oxygen obviously I heard that too that's a true story like I don't know can someone research this I've heard they pump nitrous oxide into that just so it like calms you down as whatever happens I don't know if they do that but pure oxygen is actually really good for you and it probably is calming so I don't they pump nitrous oxide but I do know that pure rumor I'm just doing it for the comments to help the algorithm oh okay there you go algorithm go crazy if you're on YouTube make sure you're commenting hey we got our one of our first trolls I saw it that's why I was yeah yeah well on Instagram I told my wife she goes oh honey I think you've made it if you have a troll if you do yeah yeah we definitely had some trolls that didn't like one of the reels that you made good and then there's me on a Friday night in the gym getting sucked into that rabbit I always wondering that's a good one I'm a bro yeah I was wondering when you were gonna address that totally got got caught up in the troll hole which I will I 100 well I'm a feisty individual you were gonna let it go like one or two comments and I'll check it again and there was like 13 of them shits and you were like let me just you probably got off the treadmill sweating like let me just oh earbuds out I've been in an executive board room right where my business partner elbowed the CEO of the company and goes watch this watch this he could I was on the other end of the table he could tell that I wasn't jiving with with what someone else was saying at the table and I wasn't gonna let it go yeah it's a bit of a personality flaw it's fine it's great it's good I'm fiery it comes with having a little bit of gender in the beard people don't pay attention to the that you post they don't pay they don't listen to the video they just get caught up in force them they were all caught up because I said you need to get a new roof every 10 to 15 years and some dude in England which hey shout out to the shout out to the topics yeah shout out for tuning in yes but he's like oh you know eight eight grand which they would say quid all right eight quid for uh for a roof ours are made of tile and I don't know what they pull out of them it's just crazy that you were just freestyling off the top of your head and you're just throwing out numbers and people want to hold you that's fine no but I wasn't freestyling they were trying to say I was freestyling like No I gave them examples where I have owned two homes and the average roof age I do live in Florida yeah is is nine years and that roof cost me 22 000.50 16 000 on the other house and I was trying to be polite and I was like yeah ten to fifteen thousand dollars oh no no I didn't I said 20 was every yeah every 10 to 15 years but that's true because nothing thinking has happened in my roof and that's the same thing you need to replace it unless you want to have some shitty singles on your roof but if you live in certain States maybe your your roof has a longer uh life lifespan maybe if a roof is not made of Terror wood and and tar paper and shingles like I don't know I live in Florida y'all and I told them this Florida's the third most populous state in the Union it's also leads the country in um places people want to move to you're so happy Monday the tallest tree gets the most wind is that what it is that's what they told me well hopefully you know those same trolls are hitting us up on tlop online troll everywhere we need the comments over there you go hit us on YouTube Spotify Apple wherever you are scroll everywhere yes yes you know what if you want to show up to one of our Live Events come on man that's where it gets weird okay I've seen documentaries on this when you invite people and you say will you tell me Caleb now I'm here okay we're not gonna do that John okay if you show up and control also a live event Security will escort you out you will be trespassed from the premises yes yeah all right very good all right all right no so today's episode let's get into scripting like we've done tons of business planning we just did one for divorce attorneys we didn't want for home buyers which I loved it was long but man if you know someone looking to buy a house send them that episode they need to listen to that episode right but this one's gonna be more geared just towards business professionals and sales professionals all together okay dealing with in particularly what how to generate more well what do businesses want to do in general what do they need to do not what they want to do make money right what they want to do is work less and make more have less risk right and have the money just roll in but it doesn't work that way yeah so what I want to look at is what do I need to be doing and more importantly saying in order to increase my conversion ratio because there's multiple ways for us in business to make more money and it's not always more leads right A lot of times people are like oh just get more leads I'm like well if the leads are quality leads and if your conversion ratio stays consistent sure but what if the leads suck what if your conversion ratio goes down because you make a change to your client intake process so there's multiple ways you can increase your your ticket amount meaning the average you know take your price you can increase the number of leads you can increase your conversion ratio you can sell a product that is more profitable therefore you increase your net revenue per transaction like there's multiple ways but today's episode we're going to gear more towards using our words as a way to increase our lead conversion and also to decrease the amount of time we waste on someone who's not really a client that's where I want to go with this okay and I think we can probably spend another 20 minutes and we can have the Show wrapped up 45 minutes later that was a great shot dude I got places to be and phone calls to make John that's just not going to work literally all the time that is just not gonna work all right okay so I have boiled down for those that are playing along at home four words that I want you to write down okay what gift take away how h-o-w Hell okay what gift takeaway how I believe as a business operator sales professional you're also a Performing Artist you're performing every opportunity you have that that is bestowed upon you to be introduced to a prospective client is an opportunity for you to shine an opportunity for you to be in the spotlight and for you to get the best performance of a lifetime so when I have that that that opportunity I need to make the most out of it so the thing that I want to do up front is I want to build rapport I want to create a little bit of scarcity and I also want to make sure that I've established myself as the subject matter expert so by following what gift take it away and how I think I'm going to be able to handle the entire sales cycle of pitch of opportunity of scarcity and of rebuttal follow along you with me so far John yeah cool all right so check it out you're my client and you call in okay besides the formality of hey John thanks for calling who can I thank for referring you once we get through that the the niceties the pleasantries I'm gonna say this to you hey John before we get started I want to make sure that you get the most out of our conversation I want to make sure that you get the most out of our potential relationship of working together me as a visor U.S client but before I do that I need to ask you a couple questions the first question I would like to know is what are the three three what are the three most important things to you during this transaction right this would work if I'm selling cars this works I'm selling homes it works if I'm if I'm selling life insurance or for me I'm selling mortgages like I want to know what are the three most important things and as you ponder that and as you give me your answers I need to be ready to weave in the rest of my presentation what I wanted to do is I wanted to make you an active participant by asking you an open-ended what question right like what is it now you're working with me and you're giving me some of your thoughts and your feelings if you don't know them I may throw it out there hey John is it is it really important to you that I make sure that you get the best loan or just any loan that'll do hey John is it important to you that I get you the cheapest interest rate or is it more important that I get you the best loan hey John is it important to you that I'm going to attend your closing is it important to you that I'm going to make myself accessible hey John it's important to you that I'm going to Advocate on your behalf to the real estate Community when you're making offers like is any of that important to you and what I'm doing is I'm taking notes because I'm showing you that I care right even if I'm just taking notes and we're on the phone together you can hear that I'm pausing and I'm writing things down once you do that I'm now going to tell you why I asked right so I got the what I had you give me the three things and I need to know those three things because I want to Circle back to them later especially if I need to come up with a rebuttal okay but once I know what your three are I'm gonna say to you hey John the reason why I asked is I need to know that for this transaction but I also need to know this for future transactions you see working with me is unlike working with many other people in my industry because what I give you is service for a lifetime now not many people do that in my industry most people it's very transactional and I believe that's one of the things that's wrong with my industry so my gift to you and my gift to all of my clients is I'm not just going to help you by doing a really good job on this one loan I'm gonna be that person that you can trust and you can rely on for the next 20 to 50 years as long as you so Grace this Earth and I'm still actively practicing my craft I'm going to be here for you because see you might not know this but as a homeowner you're going to get solicitations in the mail that may look like someone's trying to take advantage of you or it may be like it's the best opportunity ever what I want you to be able to do is know that you can always pick up the phone and call me you're also going to have questions as it pertains to potentially your real estate tax bill you may have questions about obtaining new homeowners insurance you might not understand your mortgage statement I am here for you along the way no different than if you need a good recommendation to a financial advisor to a CPA or to an attorney I am your lender for life that is something that separates me and that's the that's something I give all of my clients but in return what I've learned is not everyone I speak with wants that type of service so if that's not you I'm totally okay with it at any time during this process or this transaction you can say hey do and by the way my my name is Dustin but my friends call me Dio if you have that by the way boys and girls throw that in people eat it up right and for me it's the truth like I would introduce myself as Dustin many times but there's also many occasions when I'm like hey by the way you can call me Dio or Dustin whichever your preferences my friends call me Dio but I would throw that in when speaking with with a client about at any time you can tell me no this is a little bit of I'm going into the takeaway my gift to them is creating a client for life I'm trying to create an experience that's unlike the experience that they received when they called their Bank their credit union or they called the the online lender who advertises on TV what I'm also trying to get myself into is a conversation where I can let them know that the only ways that I can achieve the three things that are most important to them based on my my open-ended what question and the only way that I can gift them the experience of being a client for life right the type of lender who's John I'm going to call you every year because the loan that I do for you today that's the best loan based on the current market and based on where you are in life and what you qualify for but here's something I've learned in my x amount of years experience I would throw in 18 you may throw in one here's what I've learned throughout my experiences as a mortgage lender that by the way is what I'd use if I don't have that many experiences just my experiences is that the market changes your life situation changes so you and I need to connect on an annual basis so that I can review your current situation compare it to the market and help you determine whether or not your current home loans the best home loan for you now John nine times out of tenant probably is but that one time that it's not and I could save you hundreds if not thousand dollars wouldn't you want to learn about that again so that's a service that I'm providing to you if you choose to onboard as a client of me and my team does this sound like the type of lender that you're looking for should I be blown away if this is the first time I talked to a mortgage professional would you yeah yeah but but I want to know that up front because I may get someone that was like annoyed have you though have you gone like listen I don't want you to be my friend just get me to the closing table I am a lot I'm a lot to handle I'm a lot in terms of sometimes I'm over the top I'm a lot because sometimes I talk too much yes but let me ask you a question would you rather be fired after 20 minutes of quote-unquote work or after 20 hours like I need you to know that if we agree to work together this is what I'm going to deliver and by the way I better deliver that and at the same time if we choose to work together there is no oh let me have you do your pre-approval letter and then once I'm on a contract I'm gonna lock with you but I'm gonna go shop with two other lenders and I'll get back to you in three to five days like look that that's not how how things operate in fact I didn't get a chance to cover this but I'll at least hint at it during that what questioning hey John what's the most important thing to you I am fully anticipating that somewhere price comes up right I'm fully anticipating that price is going to come up and it's at that time I let them know every one of my clients has said the same exact thing that you said that you want to make sure that you get the cheapest rate but here's what I've learned and would it be crazy for me to think John that what you really want is the right loan with the right guidance from someone that you can rely on and it was priced competitively because one thing I know John I'll always build a price competitively I will never be the cheapest and before we move on with the rest of today's call and eventually your pre-approval and then me advocating for you to get your offer accepted and me making my team and I crazily accessible to you and then being your lender for life I need to know that you and I are on the same page I will always be competitive but I will never be the cheapest like that's a conversation I'm trying to have in those first 20 minutes as well as giving them this gift of Being A lender for life and letting them know what that what that means during this gift of lender for life I'm also going to find a way to weave this script in I'm gonna say to them hey John I don't if you don't know if you've noticed this about me but I really don't spend a whole lot of money on Advertising and I don't do so because I'm not an advertising executive I'm a mortgage advisor I'm a professional when it comes to home loans so where I choose to spend my time is on my crap I'm being really good at what I do and that's why it's so important that I create a lender for Life relationship with you because I don't want to just do this one loan if I just did this one loan then I'd have to continue to advertise and spend money on marketing and that's more money and I'm not spending on professional development or being the best advisor to you or I have to pay for that advertising which now means I have to increase my fees or increase my rates which I don't want to do either because that prevents me from being competitive but I know if I can do the right job for you today and I give you that lender for Life value that I'll end up doing two or three loans for you but that you'll also refer me your friend your family your co-workers and your neighbors so again I'm going to ask you does that sound like something that you and I are on the same page or or am I off base somewhere because at any time just like I said anytime you can tell me do this is not for me if it's not for you I totally understand it if it is for you then I look forward to pouring everything I have into you this one transaction and all the other future transactions so I'm alone like throughout giving them opportunities that's the takeaway right because I want to kick this off instead there's going to be a what a gift and a takeaway the takeaway is just that they need to know that I don't onboard every client that inquires about my services but those that do they get an experience unlike many home buyers and that I'm choosing you as much as you're choosing me and anytime you can tell me no and if you're gonna tell me no because you want cheap and I'm telling you I do competitive but I don't do cheap I'd rather you tell me that today so what do you think are you looking for cheap or are you looking to create a lifelong relationship where I'm going to look out for your best interest starting today and literally not ending for decades sign me up yeah you're right yeah right so then how is is um is the last word that I told people to write down I like how because Hal is again asking someone to cooperate for someone to work with me right how it never split the difference Chris Voss teaches by the way badass book he teaches one of the Surefire negotiating tactics is using the phrase how am I supposed to do that it's not about yes I'll drop my my price or yes I'll increase the value I'm giving you for the price you're willing to pay it's listening so John from what I understand from our conversation you want to make sure that I do a strategic structuring of Finance to help you get the best loan you want me to be crazily accessible to you you want me to Advocate on your behalf to where we make sure your offer gets accepted and you need me to match the cheapest rate quote you're going to find yes that's so hard to ask is that too much I'm just going to ask you how am I supposed to do that um would you like your job I don't yeah no I'm just curious like I'm looking at it and I'm I I'm trying to find how can I do that I don't I'm not sure I mean because that's that's the answer I'm coming up with too I'm not sure either right right I'm confident I'm confident I'm gonna Advocate on your behalf I'm confident that I'm gonna make sure you get the right loan and the reason why you referred to me is because I'm crazily accessible okay I can't do all that and be the cheapest in town just can't but I can be competitive so if we can agree that I can be competitive there man I look forward to being your lender for life right so how I like asking the Hal question and I stole it from never spell the difference how am I supposed to do that and you can you can probably use that phrase if you get real creative with it in parenting you can use it when negotiating the price of a car if they still do that anymore I mean with this whole assembly line BS I don't think you even can negotiate that but you can do it when negotiating a contract with an employer right there's there's various ways that you can just work in the word how like I can also ask on a different different teams with Hal I can ask someone how they like to be marketed to how do you like to be communicated to like that to me is more of a what you know but I like using how in this scenario it's my rebuttal beater that's what Hal is because I told you all I was like okay we're we're going to talk about kind of the full cycle of sales I mean obviously we condensed it into a bite-sized format so I told you I'd end with rebuttal my favorite rebuttal is the how question how am I supposed to do that I want the cheapest route I know my credit score is 416 and I don't have any money for closing costs and I don't want to pay 20 down but you can help me well at least on that you made it pretty easy when you said four I'm done right that's a whole nother podcast episode right like I can't help those that can't help themselves right I need you to help yourself first you know but um and we could probably work in a way to say how am I supposed to do that yeah right yeah yeah right I I hear you but unfortunately the minimum credit score for a conventional loan is 620 and the minimum for an FHA loan is you name whatever lender you work for I would say 585. you're currently sitting at a 400 and change so how am I supposed to do that well Okay cool so here's a good solution sir or Ma'am why don't you do this why don't you call Harry stedner score Crafters why don't you sit down with Harry pay his fee to figure out what behaviors you need to change in order to get your credit score from a 417 up to like a 640 in the interim make sure you save at least five or ten Grand and then once you've achieved that want to give me a call back and I would love to help you then I would love to make you a lender for Life a client for life right I mean if you really want to get into to the how but how am I supposed to do that is one of my favorite ones I've read it and what I try to do on the on the weekly monthly yearly is I try to figure out how I can incorporate that no different than I know I've dropped on many episodes because I stole this from Chris Foss as well but it's his teachings and I really do dig his teachings try to ask answers the questions that the the the the the the the response you want is no right hey John it's now a bad time to talk no hey John is now a good time to talk no you're you're gonna reply no to whatever question I ask you I'd rather ask you is now a bad time to talk that way when you say no oh yeah hey John is it crazy to think is it crazy to think no one wants to be crazy is it crazy to think that if I could do x y and z that I would then earn the right to call you a client and you're not just going to be any client give me one of my clients for life and by the way this whole client for Life stuff totally swiped and adapted from Brian buffini I think Brian buffini swiped into Data by referral only right so like just being a student to sales over the past two decades you pick these things up along the way right so please know I if you like what I'm saying I can't take credit for it if you don't like what I'm saying I'm sure as hell right right but hopefully you all can tune in and regardless of your industry right regardless of your profession that you can Implement some of these same tactics or scripts that that we just used to increase your conversion ratio because you don't necessarily need to go out and generate more leads if you can take the leads that you currently have and convert them at a higher level and if you can take some of the time you're wasting on people who are eventually not going to hire you and get them to fire you earlier in the process well said yeah I think that's all I have to say about that John it says it looks like it's that way too because the Sun is setting the Sun is setting it's time to hit the gym then go home hopefully watch some Monday Night Football and if I get lucky cam Acres will crush it and I'll end up winning my fantasy football match how much money are you going to win is this for like all the marbles it's all for Pride homie it's all for product I'm sure there's some money involved I don't get angry over money I get angry over over being let down and right now my team is letting me down and bragging rights and bragging rights yeah shout out to Lyman High School that's uh my my alma mater in Seminole County Florida and uh the group I'm in we all went to linemen together I've been trying to get in this league for the past decade I finally got in here this is how it's true I made the playoffs and now like I wanna I wanna come in and I want to come in with a bang now I'm gonna like fade off in the sunset with a fizzle probably won't get invited to the pool next year no maybe I will we'll see but hey if y'all like what we're doing please continue to check us out like us share us we're on YouTube tube Spotify Apple give us five star reviews share us with your homies check out our website T Lop tloponline.com or the loan officerpodcast.com follow us on all of our social handles comment reach out I'm on LinkedIn first name Dustin last name Owen I love to hear from you especially when you're telling me how much you love the show or when you're giving us really cool show ideas through your requests or please throw Dustin down the troll hole I love it I'll work you can and then I just have to work on um self-restraint and becoming a bigger better person it will make you a better person at the time all right John well that's all the time we have for you today his name is John Coleman my name is Dustin and we'll catch you in the next episode [Music]