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hey thanks for joining me in this short demonstration video of the mortgage growth system in this video we're going to break down our exact secret strategies and tactics for doing two things this is a complete mortgage Marketing System and one of the things we're going to show you is how we're generating lowcost exclusive qualified leads for mortgage Professionals in a way you've probably never seen before and then two we're going to show you how to use this system to leverage it with realtor so you're getting more referrals in return so let's dive in please note this though we do only talk with people who have watched this whole video uh that way we can both be efficient with our call and make sure you get the most out of the calls so um before you watch any more though if you need to pause this please get a pen and paper to write down your questions so we can address them on the call also note there is an FAQ sheet right below this video that you can download we do recommend you check that out as well but what I'm going to go through in this video at least in the first part is uh what you're seeing here this is the high Lev view of what our system looks like but I'm going to break it down step by step as we continue but first I do want to introduce myself in our company I'm Brandon Robertson I'm the CEO founder and creator of the mortgage growth system I'm just a normal guy with a family from the Indianapolis area I've been a marketer my whole life but professionally since 2003 where I started my official career with a real estate investment firm since then I've actually managed many multi-million dollar marketing campaigns for some of the biggest brands in the world like Chevy Chita Nintendo and many others but in 2011 I discovered the power of digital marketing which began the journey to creating what you see today and no I get the question a lot I'm not a loan officer and I never have been but fast forward to now now at this point we've been doing this for three years solid we currently work with over 200 loan officers and in 2017 we decided we were going to be the best mortgage marketing agency on the planet so we stopped working with other Industries and we decided to strictly focus on this stuff so we could be the best that is also the reason why my company's actually called dovetail marketing and that's why our ad my email address has that in there but at this point in time we've directly generated well over 300,000 mortgage leads and helped hundreds of other loan officers generate hundreds of thousands of their own too we've learned learned a lot along the way and what you're about to see is a system that has actually developed over time into what it is today I will tell you there's really no other agency or system out there as focused as us or doing anything the way we are so I want to point out what we're doing is real marketing it's not just lead generation and real marketing is the name of the game there is a big difference I'm going to talk to you about that but this is something you have to understand when you're doing any type of lead generation or marketing doesn't really matter what industry in you're always going to end up with people that are fall into one or three buckets right ready now soon or later here and what we've found actually is that most Lawn officers have trouble converting those leads that fall into the ready soon and ready later buckets they're really only good at converting the ready now folks so they end up losing a ton of potential business this is actually a really big problem and the underlying issue here is that most loan officers just don't have a system a method or an easy way to handle those leads who aren't ready just yet we've taken care of that for you because this strategy is not just about generating leads but also about handling the buyer's Journey which is not always a two-step process so any effective lead generation system should should not be just a two-step process either so the conversion process has to be considered too and we're definitely doing that now buying leads is not REM marketing it's just wasting money places like Zillow and Op City they're not marketing you they're only marketing themselves and the leads typically don't even know who they're getting connected with which is why so many people struggle to get a hold of those leads or to gain the trust they need to actually turn them into deals and you're going to see how we fix that later uh but even worse if you didn't know this Zillow does have their own uh mortgage division now and we've heard a lot of loan officers buying Zillow leads calling those leads and then finding out that Zillow already uh took the application and moved them into a deal so just watch out for that now lastly uh almost every place that sells leads uh they actually buy their leads from agencies like ours and they just mark up the price places like Zill and Op City are typically selling their leads for about eight to 10 times what they actually cost to get so stop that please now back to our marketing strategy what we're going to do at least initially is we're going to use Facebook and all the advertising platforms they own they actually own six as of right now even though there's just three images here and they always are adding more and we're going to do something unique that no other agency I've ever seen do we're actually going to run at least 250 variations of your ads simultaneously what this allows us to do is to leverage Facebook's smart algorithm let it do a lot of the work hit people with different angles because people don't always respond to just one Angle now why do we use Facebook as the entry point well there's two big reasons right one is it's the most cost effective platform available two they have the best inar Market data around they really do know a moment that person exhibits behaviors that they want to get a mortgage or buy a home and this is how they know that it could be the places that person visits online the things they're doing on Facebook uh Geographic locations they're at uh magazine subscriptions and even what they say out loud yes they do Harvest verbal data that's a real thing we can do with Facebook what you cannot do with Google we can do real marketing because we can get in front of people who are in market and capture their hearts their minds and info before they ever search for anything with Google you're just waiting for them to search and you're paying an arm and a leg uh for when you do now Facebook is also really cool because we can capture them before they've decided who they're going to work with and that doesn't mean just you the lender but also the realer as well so this is U very much so about building your referral Partnerships not just about getting leads or deals from the leads themselves now let's talk about our ad strategy there are three important things to point out about it that a lot of agencies don't do first off our called action that's the thing we're asking the person to do in the ad is always about starting the approval process with a lender it's never bait and switch it's not winning a contest it's not clear here to see more about a home two we're going to position you as the expert in it and three we're always going to run the ads from your Facebook business page for Branding purposes but this is also the only compliant way to run ads so be careful about that if you're doing it any other way than that now what's going to happen here is when we running ads lots of people are going to see your ads every month that's 10 15 20 30,000 people every month seeing your ads which means besides getting leads through our automated process you're also going to get people just picking up the phone and calling you or sometimes even reaching out through Facebook now back to our strategy though right we're run a lots of ads lots of people are seeing them uh some of them are going to say Yep this is is for me they're going to click they're going to go to a landing page where they're going to answer 15 questions about their buying timeline financials and more now I know like this I get this question a lot well won't that deter people from signing up asking so many questions not at all in fact we need them to answer them there's four good reasons for one it indicates High intent we only want to talk with people with high intent two it's like a 103 so you know a lot about their situation before you talk with them and three we're going to do what most agencies have no idea how to do which is send the data back to Facebook to teach its smart algorithm to find more qualified and better borrowers and fourth we can actually automatically segment your leads based on their answers which is really important and I'll get to that in a second but back to this right so the person answers all that question next thing they're going to do is go to a confirmation page on that page we're going to set up the new expectation that they need to have a short conversation with you we're going to make it really easy for them to do that they have three options they can click to book an automated uh call on a automated booking calendar they can click to chat with you on messenger on Facebook or they can click the call or text you now we do know that about 20 to 30% % of the leads will choose to book a call but others will choose some of those other options as well now that's not it though if someone books on your calendar we're also going to offer them the option to start your online 103 if you have one so I know at this point you're probably wondering what it looks like to the consumer well this is an example of what your ads might look like in the Facebook Newsfeed but just know you know the ads are running in a lot of places so they're going to look a little different from place to place but there's a good example now landing page looks basically like this uh most traffic these days is mobile actually it's like over 90% And so it's best to really just look at this stuff from here this standpoint the other thing I'll point out we do include all the compliant legal information that you need to have inside these landing pages so we are staying in compliance which is important now um confirmation page basically looks like this as you can see it's very easy for the people just to click a button to take the next action if they do schedule um they get the option to pick a time that works for them and for you it's pretty easy if they do schedule the call the next thing they see is this page where they get an option to uh start your online 103 so now obviously in step two we've collected a lot of information where does that go step three an automated CRM system and here three important things are going to happen first off as soon as the lead comes into the CRM it does begin communicating with them in a manner that appears as though you're doing it you see automations do make it a lot easier to connect by doing a lot of The Upfront leg work for you and you can be more responsive this way too right especially if you're busy when a league comes in now most of the initial Communications do have in text so having a CRM that can text is critical to converting leads and of course the system does have that secondly when you have hundreds of leads coming in if you don't have an easy and automated way to organize them what's going to happen is you're going to have a huge mess on your hands you're going to miss future opportunities and if you haven't done anything like this before you may not know what I'm talking about but uh it's super important because we definitely want to make sure you prevent a mess um so you can do easy followup and like I said not lose uh future opportunities again it's a big part of our system actually and third we can actually automatically segment leads by their ability to borrow and this is all about helping you be more efficient with your time right so this way you're spending your time with the cream of the crop not the crap of the crop now lastly you can determine your own credit score and income limits to identify who's likely to qualify and who's not so it's all flexible and then in the CRM system you actually see visually Who falls into what bucket qualified or not qualified it leads will also go into different automations based on their ability to qualify so if they look like they're going to qualify and they didn't already book on the calendar uh we're going to be more aggressive about getting them on the phone if they look like they're not going to qualify we're going to ask them a few more questions to see if they don't provide an answer that makes us think we can help them right now the last thing I will mention here is unqualified leads actually go to a different confirmation page that page does not have the option to book on the calendar and they're just told what they need to do to be approvable right now you may be wondering okay what what happens when a lead comes in how do I know well you're going to get text and email alerts every single time and anytime they uh text you you're also going to get a text alert on your phone you're going to actually see exactly what they said but the other cool thing is all the answers they uh put into the survey you're going to go right into the CRM it's also going to go to a text message to you and the CRM also has a mobile app version and it also works on any uh computer browser so you don't have to download anything on your computer so inside the CRM you're going to see all their answers in one convenient place um it also is going to create a communication Trail for you so you don't forget or miss anything right and so in this that means every call text email and your own notes will be inside the contacts information and you can even see what emails they've opened what links they've clicked too also you can set your own reminders and they will text email or call you so you never miss a beat now the other last piece that's important for uh teams is that we can set this up as round robin there's actually a lot of different ways to do it but equally distribution is what most teams like to choose now up until now I've really only covered a two-step system as I mentioned before it's really important that we actually have a multi-step system this is where all begins step four happens right that's your phone call that's where you figure out what bucket a person's in if they're ready now you should be getting that app on the phone but if they're ready soon or ready later step five is going to be really important for you because what we've done is we've created dozens of automations that are ready to go for the specific outcome of the call that way you're not missing future opportunities you're not wondering what to do next and you can do awesome followup even if you don't have an assistant here's the other thing every automation has built in text and email uh ERS that go to you as well right and the reason for this is the system automatically helps you prevent mistakes missed opportunities and mental fatigue so let's say you talk to someone and they're five months out because they're still in the lease but they're very serious well now you don't have to worry about what's happening you can just push a button that's specific for that situation you can forget about the lead the system's going to do the work following up with them automatically and reminding you when it's time to talk again other cool thing is hey we didn't forget about the other things that you might want to do with the system we have pre built automations for old leads from leads from other sources from past clients if you get leads from Realtors so you can work their leads for them which is a very popular way to use this uh you can even put Reals in there and uh use automations that go to them so the system can be used for all kinds of things now that's not all uh there is more to this multi-step stuff than just automations this is where our omnipresence approach and retargeting come into play so to be clear about what retargeting is let's say you go online and shop for a pair of shoes but you don't buy them then maybe that those pair of shoes like follow you around on the internet for a while if you've ever seen that happening that's called retargeting and we're going to do some versions of that right in this next step though we're actually able to go Way Beyond where Facebook can go by using other advertising platforms so with this strategy we can cover 80% of the web that means your ads will show up on the biggest and smallest websites around like Yahoo Gmail YouTube LinkedIn Amazon I mean all kinds of places and we're going to do two strategies here two different types of retargeting strategies this is where I have to remind you what I said earlier lots of people are going to see your ads every single month right and what's really going to happen is thousands of those people are going to touch your ads that means they may read it like it comment share uh hundreds of people will actually visit your landing page and but not everybody who does this is going to become a lead the first time so what we want to do is follow all those people around 247 until they do and you may be wondering why is this so important well there are three big reasons why people don't become a lead the first time so one is it's too early to start this process just yet they're just checking stuff out now and it may be months before they're ready two they got distracted they really were going to do it and then a phone call came in or three they're skeptical it's the first time they've ever seen or heard of you and they're just not quite ready yet to hand over the info so by following them around we're going to be there for the person who needs more time uh we're going to give more opportunities to the person who got distracted and we're going to change the skeptic's perception of You by saturating them with real marketing and just like quickin and Loan Depot do I know uh you probably heard the same saying before some version of it but it takes s to 12 touches before someone knows likes and trusts you uh there can be a lot of Truth in this and that's exactly what we're creating here in the digital realm right a lot of touches with people who are in market now with this process sometimes we can get leads at a cost that is absolutely unbelievable as well as a ton of brand awareness you're looking at a screenshot of our ad management account for a particular client in this twoe period we spent $34 and that generated US 24 leads that's $143 per lead and if you look on the left of the screen um there's 17,000 Impressions there for $34 that means Those ads were seen 177,000 times in a twoe period so it's very powerful now that retargeting version one is everything I just described retargeting version two is a little different so what we want to do is continue to retarget your leads right after they become a lead we want to retarget them so we can stay top of mine in a way no CRM ever could do so this helps to continue building brand awareness TR trust and it reinforces the decision to work with you and if you think about it at this point they're a lead so they're getting your calls your emails your texts then they go online guess what there you are again right so super powerful essentially though what you end up with is a system that is generating you appointments every single day so you never wonder where your next opportunity is going to come from uh you have marketing that's building your brand awareness and positioning you as the expert all along and you have an automated wellth thought out way to easily follow up with your leads without a lot of effort on your end and a way to change your approach with reers and get more referrals than ever in fact actually the referral piece is almost more important than the leads themselves we know that statistically about 95% of the leads do not have a realer yet which means most of the leads will be referable and we found this to be one of the biggest elements in growing your business because it's pretty much a game changer here it means you don't have to go beg for referrals you don't have to C call 100 buers you can stop with that uh time wasting networking actually if you're doing any of those things now think about all the time money money and energy you're actually probably already spending doing that stuff so instead of being subservient to Realtors what we want to do is get you in a position where you're on equal ground right so if you do this the right way you should be able to get two to three times the amount of referrals from Realtors and start working with better Realtors too so here's the math that you have to understand with this is that every time you generate a pre-approved buyer from this system that means you may have two to three potential deals because of the extra referrals so again we're trying to get the power back in your hand now hopefully at this point you see the difference between real marketing and old school lead generation or lead buying but if you don't old school lead generation is really just buying overpriced questionably Source data right now real marketing takes into account many things the source of the lead you're going to know exactly where it came from the preconditioning of the lead because that's what real marketing does fully handling the buyer Journey because that's what our automations do the postc conditioning of your leads that's what we're doing with retargeting and then the big picture how referrals are a part of this strategy to help grow your business now I want to help you also visualize this a little bit so as you take a look here this is what mostly generation programs look like it's like a saw blade right uh and that's the pattern you're seeing here notice in this visual here there is no compounding growth it's just linear and uh there is also no ready later category so this is how most programs and most people actually work leads right they're really like I said before they're really only getting their ready Nows and then occasionally they may get a few ready soon but the ready laters totally disappear here's the big problem with this strategy and this uh methodology here is that if your short-term return on investment isn't good enough you're going to fail you're going to waste money and you you may not ever break even with that that type of program now what we want you to do is understand the process of working um this system so that you're using uh it to create compounding growth right upward compounding growth as you see here there's a totally different pattern here right because we're we're constantly focused on already now soon and laters as well and so that you're getting all that business and what's happening is of course you're going to have your ready now but you're also going to have your ready soon ready laters and those build into your long-term pipeline right so what this means is while you're going to get deals shortterm and then you know you're going to have deals coming in six months and deals coming in 12 months and those you know further out um deals they're constantly building constantly building constantly building getting bigger and bigger and bigger so this is why it's so important to have a system in place that is accounting for you ready soon and ready later folks now I'm going to point out one other thing here real quick uh about a mistake that a lot of people make or misunderstand what we're saying the truth is Success does not come without effort right but if you apply your best our best practices and maybe your own you're good at your job you know your products you can build trust and Report with people you should be able to expect success but I'm going to tell you this we have no interest in working with people who are unwilling to put in effort into this process learn new practices or develop new habits those things are absolutely required to be successful with this so when we work with you our reputation is at stake and it's better for us to say no to you if you won't or can't do what it takes to succeed but if you can and do do uh what it takes to succeed these are going to be your typical results right so statistics here they're important a lot of people like to see these 60 to 80% connection rate um you will not be at that level unless you put some real human phone calls into it especially the 80% now um application rate 153% you're going to have to get applications over the phone you can't just send links to people so if you're not willing to do that you probably won't hit those numbers uh we already talked about the 20 to 30% book a call in the calendar 95% of leads don't have a real yet that's actually really important stat though because you should be using this system to build your referrals now your conversions right now your short-term conversions are 3 to 8% um if you're good at this you actually implement the strategies we talk about you should much be much closer to the 5 to 8% rather than the like a 3 to 5% that's your short-term conversion long-term conversions you definitely have some drop off uh even though you're working the system and using it all properly you're not going to have quite as high of a conversion rate because people will you know disappear on you but one to two% additional over the six to 12 months as you uh and we're going to get into some math here in a second about all that about how that also works too but your combined average 78% conversion rate now doing some more math here some real math on average we do know statistically that about every $100 to $300 spent on ads will yield a pre-approved buyer but again only if you're putting in the proper amount of effort too real quick I'm going to cover our two options we have two very distinct programs one is the done for you option that's for our clients and the other is the done with you option that's for students now clients they're not doing any the technical work they just talk the leads and use the CRM that's it typically this is good for busy loan officers teams branches or companies or maybe if you just really hate technology on the flip side students they will do some of the work but we do it with them this is a learn to fish eat for a lifetime situation it's ideal if you want to reduce your cost to participate or if you just like controlling your own marketing or it's also good if you happen to have a marketing specialist inside of your team your branch or office that you want to put through this training program hey thanks for checking out our demonstration video now if you you've booked a call with us I want to talk to you in a second but if you haven't booked a call yet somewhere on this page there's a button where you can schedule a time to talk to someone on our team about this system now either way when we talk with you I want you to understand this we don't do high pressure cells or anything like that we want to understand what your business is how it works your situation in specific and then talk to you about our system and our strategies and see if there's a fit between the two things now we do have a couple ground rules for people who schedule calls one is this we do expect you to show up or if you can't that you actually reschedule a call if you book a call and you don't show up for your call we will not talk to you again we're not going to let you schedule another time with to talk with us we do have way too many loan officers reaching out about our programs to keep doing that with people now two is if you know that this system is interesting and you may be wanting to implement it but there are other parties involved in making the decision please make sure they're able to join that call or reschedule your call for a different time when they can then lastly if you're in dire Straits your ship is burning and sinking and you need overnight results you need something to save your business this probably isn't for you we really only uh able to help people who are in a position where they want to grow their business they're super energetic and excited about it they have the willingness and the financial ability to actually invest in their business so either way hopefully we'll get to talk to you soon take care