236: Does Your CRM Suck??

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that building a mortgage business,
a successful one, is like playing

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a game.

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There's winners, there's losers,

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there's certain things you try.

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Some of us are playing checkers

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while others are playing chess.

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I've had the ability to coach and

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mentor hundreds of mortgage
brokers.

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I myself built a very nice
business.

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So now I want to distill all that
information, all the things I've

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learned from that and bring it
directly to you in a simple to

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Welcome to the Mortgage Game
Podcast.

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Let's get into it.

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Okay.

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We're going to touch today.

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We're going to touch on where are

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you spending your time?
I'm going to give you a visual,

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even though this is audio.

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I'm going to give you a visual,

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hopefully it makes sense for you.

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And then we're going to touch on

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CRMs, the underbelly of the
mortgage industry, the stuff no

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one wants to talk about, industry,
the stuff no one wants to talk

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about, database marketing, your
CRMs, your submission platform.

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How are you using your CRM?
How are you not using your CRM?

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Should you have a CRM?
Why don't you have a CRM?

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Why do you have a CRM?
Why do you have three CRMs?

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Do you even know what a CRM is?
We're going to cover it all.

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A lot of brokers I we are spending
so big that the next two our next

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boot camp or accountability groups
in the we have 80 mortgage brokers

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where we're have, sitting in a
room and we are every morning

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weeks, for an hour for two weeks.

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morning, are you using it right?

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Do you know what it does?
Should you even have that?

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understanding, Is there a simpler
a better way?

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How way, can we actually get your
CRM working for you?

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And I'm going to give you my
thoughts.

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It'll all make sense on this.

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And then we're going to help

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people build an email marketing
machine.

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That's our boot camp that we're
running, which I'm pumped for

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because that's right in my alley.

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I love talking about that stuff.

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There's certain things I have, you
know, loose opinions or strong

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opinions that you can change if
you make some good common sense.

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CRMs, I have a very strong
opinion, very hard to change on

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it.

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Because anything I talk about on

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this podcast or in anything I do,
it's stuff I've already done.

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I've already won or lost doing a
lot of the things I talk about,

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everything.

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Or I know people doing it and it's

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not just one guy or one girl doing
a thing here or there.

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It's a lot of people.

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I've got my ear to the ground all

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over the place talking to brokers
all the time plus coaching

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hundreds of them so keep in mind
when you're listening to these

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things it's you should be like huh
that's right like i'm gonna help

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you get from a to z quicker
instead of doing all the zigzag

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and a lot of people are doing um
so let's get into it so i'm going

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to give you that visual so think
of a mountain.

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Okay.

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So just you're drawing a mountain.

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I'm drawing one in the air with my
finger.

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Start at the ground and you draw
up, up, up, up, up, up.

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And then it curves at the top.

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And then you come down, down,

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down, down.

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Okay.

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So you have the mountain.

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This is your career or your day as

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a mortgage broker.

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Your activity as a mortgage

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broker.

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So at the top, at the peak of the

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mountain is an approval.

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Okay.

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So to get up to the approval, we
are going uphill.

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It is the hardest thing to do in
your business.

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It is, you need a car, you're
hiking, whatever it is, you gas

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the car, you need the tires,
you're driving up, you did, we're

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going to drive stick shift.

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It's like everything you do all

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the prospecting lead gen
everything is on the getting up

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the mountain once you get the
approval then you need to come

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down now you need to process the
mortgage so i need to put the

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package together and satisfy
conditions and solicit to be

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honest a, a lot of people are
focusing, and I'm going to give

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you examples, and we're going to
bring the CRM here and show you

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what I'm talking about.

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Too many workers are concentrating

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way too much energy on coming down
the hill.

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The easy stuff.

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You can have a monkey run the down

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the hill business.

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The processing, the down payment

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docs, the DocuSign, the satisfying
conditions.

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You come in once in a while here
and there, but you literally,

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that's like the easiest part of
our business is that.

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The hardest part is getting up the
damn hill to the approval.

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The approval is at the peak,
right?

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But too many of us just want to
play going down the hill.

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Coming down the hill is easy.

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You want to have your client

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journey all rocking and rolling.

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You want to have your fancy CRM in

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there, shooting out all these
emails to people during the

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process.

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You're all warm and fuzzy, and

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that's all great.

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But you don't have that same

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energy and that same attention to
detail and the same consistency on

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getting up I don't know, it's
sales.

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It's marketing and sales, and we
tend to put our of us that are

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getting up the hill consistently
all the time.

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And once you get to the approval,
I'm pretty sure you can agree with

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me.

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It you know outside of stuff that

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goes haywire here and there sure
but really you can outsource a lot

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you can have some come in and you
pay an hourly rate or whatever

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we're not talking about
fulfillment and underwriting but

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coming down the hill after an
approval easy easiest part of our

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business.

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Okay.

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So how does a CRM come into the
drawing?

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Well, I'm going to explain.

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This has been a topic inside

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Strategy Hub.

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And we're doing deeper dives on

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this because this is my
wheelhouse.

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My wheelhouse is the simplicity of
a CRM and the simplicity of an

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email marketing machine.

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So there are four facets to a CRM

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can do four things for you.

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None of them do everything well,

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but they can do four things for
you.

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They can do all your email
marketing, right?

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Upfront stuff where you're going
out there and you're staying in

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front of people and you're sending
them videos and you're sending

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them emails and you're staying in
front of realtors and clients and

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you're getting your asks in there
and your offers in there.

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And hey, you have a question, you
have this, and here's my value add

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and blah, blah, blah.

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And you're doing all that.

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Then you've got tracking your
leads.

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Someone comes into your world and
they, hey, Tom, did I talk to Tom

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on the phone call?
Did you book a call?

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I got to follow up them.

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Did I pre-approve them?

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I got to follow up them.

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So you track your leads.

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And then once you've got, now your
client journey kicks in.

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You start having your, hey, if I
Trello boarded over here and move

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person from this side into this
stage, then it triggers these

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other emails, my solicitor
introduction, and update my

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realtor, and update the client,
the checklist, and it does that.

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So it acts as if you can see where
you're at in the file, and you

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keep sliding along, and it does
all the things.

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Then number four is post-close.

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What happens after closing?

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In general terms, those are the
four stages of a CRM.

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Now, not every CRM does this.

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Not everyone, some do it, but they

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just don't do it well.

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So here's my philosophy on CRMs.

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And hey, if you don't agree,
that's okay.

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And if you got things rocking and
rolling on your end, good for you.

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Good for you.

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You're an anomaly.

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Not a lot of people do.

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But what a lot of people focus on

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is they focus on that sexy word of
automation.

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Hey, I want to build this thing
that sits here and just brings in

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business.

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I'm going to sit here and it sends

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out emails.

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And when I move from we're broker

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complete, we satisfy the
condition.

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I slide that client over.

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I tag it with a certain thing.

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An email goes out to everybody.

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Whoa.

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Saves me so much time.

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Saves me all this time.

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I don't have to send all these
emails.

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I'm like, really?
I'm like, I was doing 15 mortgages

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a month.

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And we had a part-time person

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running our files.

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And we had no automation, no

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Sierra.

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If we need to update someone, we'd

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go to our sheet.

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And if we need to update someone,

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hey, you're in a broker condition,
satisfied.

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Great.

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We go to our email scripts, which

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were put into a piece of software
that was 10 bucks a month, yes,

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we're in our Google.

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And I would click on it and go,

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hey, email script number seven,
broker complete.

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And it pops in the email, and we
put in the client, and we tag the

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realtor, and we cc the realtor,
and we send it off.

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It took us 20 seconds.

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Okay?

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enough.

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But what happens is a lot of us

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get caught up in, I want this
machine to be built for me.

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And you focus so much energy on
the back end, coming down the hill

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journey.

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The stuff that you could duct tape

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together, you could do manually,
you could do so many simpler ways.

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You're on these big learning
curves with getting it all set up

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and then getting all your scripts
in there and then trying to make

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the script sound good.

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And then trying to, you're taking

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other people's scripts and trying
to make them sound like you.

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And you're not using video in
there.

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And you're trying to have it all
automated.

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And you're hoping none of it
breaks.

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And you're hoping it all works all
the time.

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And you're hoping you learn it
all.

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And you start just getting away
from the purpose of being a

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mortgage broker.

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All that stuff can be done

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manually.

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I did it manually.

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I'm not saying you do it.

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I'm just telling you, I'm asking

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you to think a different way.

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A lot of you have one, two, three

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CRMs on the go, and you're not
really utilizing any of them.

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And I'm going to show you there's
a simpler way.

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Because where you're in those four
stages that I went through, the

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machine, the marketing machine, is
where you make your money.

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The front end.

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Sending your clients a value-add

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video once a week, 90-second video
of a tip, trick, or strategy about

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a story that happened to you, a
client you helped, or a mortgage

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product, or whatever, with a
three-bullet point breakdown of

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the video in your email.

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That's it.

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Takes you less than 10 minutes to
make this.

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And you send that out once a week
to your entire database.

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That will make you way more money
than anything you build for the

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down the hill stuff.

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The down the hill stuff are

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working on deals you already Yet
we want to have all these things.

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We're it's so like, It's oh, all
dialed cool.

250
00:10:04,894 --> 00:10:05,456
It's in.

251
00:10:05,456 --> 00:10:07,880
like, how well, are you yeah,

252
00:10:08,460 --> 00:10:10,955
getting well, Right?
Yet we want up.

253
00:10:10,955 --> 00:10:12,920
to have all these We're things.

254
00:10:12,920 --> 00:10:13,852
it's so cool.

255
00:10:13,752 --> 00:10:15,642
like, oh, It's all dialed in.

256
00:10:15,642 --> 00:10:18,085
It's like, well, yeah, how are you

257
00:10:17,985 --> 00:10:21,538
getting up the hill?
How are you getting up the

258
00:10:21,538 --> 00:10:22,748
mountain?
Like, where's that?

259
00:10:22,748 --> 00:10:25,958
How many times do you touch a base
there?

260
00:10:25,958 --> 00:10:27,095
Are you emailing your realtors
every week?

261
00:10:27,095 --> 00:10:29,296
Are you emailing your database
twice a month?

262
00:10:29,296 --> 00:10:30,279
And then your realtors once a
week.

263
00:10:30,279 --> 00:10:33,981
Like, do you have them segregated?
Do you have machines?

264
00:10:33,981 --> 00:10:38,012
The same video, you can repurpose
them both with a different

265
00:10:38,012 --> 00:10:40,073
15-second clip at the front
talking to realtors, talking to

266
00:10:40,073 --> 00:10:45,010
clients, and you fire that out,
you will make way more money doing

267
00:10:44,989 --> 00:10:45,189
that.

268
00:10:45,001 --> 00:10:45,227
And on the back end, you track

269
00:10:45,218 --> 00:10:45,304
everything on a spreadsheet.

270
00:10:45,271 --> 00:10:45,489
Yes, that's right.

271
00:10:45,307 --> 00:10:45,689
All your data, all your points,
like the big dogs do.

272
00:10:45,559 --> 00:10:45,700
Dustin Woodhouse did this.

273
00:10:45,671 --> 00:10:46,040
Ginger Lucas did this.

274
00:10:46,040 --> 00:10:46,700
I did this.

275
00:10:46,760 --> 00:10:48,346
Not saying I'm a big dog, but I'm

276
00:10:48,346 --> 00:10:49,698
saying I learned that.

277
00:10:49,698 --> 00:10:51,555
I'm like, yeah, I was signed up

278
00:10:51,455 --> 00:10:53,070
with all these things.

279
00:10:53,043 --> 00:10:54,159
And I was never using any of them.

280
00:10:54,159 --> 00:10:57,380
And to be honest, I don't want to
sit there for six hours to learn

281
00:10:58,080 --> 00:11:00,700
all this stuff, to save 20 seconds
on every email I have to send.

282
00:11:00,840 --> 00:11:02,240
And how many deals are you doing
anyways?

283
00:11:02,340 --> 00:11:04,377
We were doing 10 to 15 a month.

284
00:11:04,377 --> 00:11:05,685
was like no work.

285
00:11:05,685 --> 00:11:07,865
Just like, I haven't scripted.

286
00:11:07,865 --> 00:11:09,028
I'm not writing emails.

287
00:11:09,028 --> 00:11:09,609
It's here.

288
00:11:09,609 --> 00:11:11,383
I dropped it in by clicking a

289
00:11:11,383 --> 00:11:11,680
button.

290
00:11:11,780 --> 00:11:12,687
And it goes, boom, sent.

291
00:11:12,787 --> 00:11:13,991
Right on our sheet.

292
00:11:13,991 --> 00:11:14,110
Sent.

293
00:11:14,110 --> 00:11:14,169
Done.

294
00:11:14,169 --> 00:11:17,018
Boom, complete.

295
00:11:16,918 --> 00:11:17,910
Slicer intro.

296
00:11:17,810 --> 00:11:18,803
Copy it in.

297
00:11:18,703 --> 00:11:18,926
Boom.

298
00:11:18,926 --> 00:11:19,224
Sent.

299
00:11:19,324 --> 00:11:20,488
Right on the sheet.

300
00:11:20,488 --> 00:11:20,786
Sent.

301
00:11:20,886 --> 00:11:21,109
Done.

302
00:11:21,009 --> 00:11:22,125
Boom, complete.

303
00:11:22,125 --> 00:11:22,720
Slicer intro.

304
00:11:22,800 --> 00:11:23,900
Copy it in.

305
00:11:24,000 --> 00:11:24,393
Boom.

306
00:11:24,293 --> 00:11:24,371
Sent.

307
00:11:24,371 --> 00:11:29,729
Right on the sheet.

308
00:11:29,706 --> 00:11:29,795
Sent.

309
00:11:29,795 --> 00:11:30,922
Why do I need a Trello?
And I get it.

310
00:11:30,769 --> 00:11:31,306
Trello all that.

311
00:11:31,153 --> 00:11:31,708
boards, And it's going out.

312
00:11:31,626 --> 00:11:32,476
And that's cool if you have that.

313
00:11:32,424 --> 00:11:33,015
I'm talking about the order in

314
00:11:33,015 --> 00:11:33,658
what you build these things.

315
00:11:33,576 --> 00:11:34,731
Build with the up the mountain

316
00:11:34,731 --> 00:11:35,406
stuff first.

317
00:11:35,406 --> 00:11:37,431
If you've gotten approval, you can

318
00:11:37,431 --> 00:11:41,479
bumble your way through get it, it
done, duct tape your process

319
00:11:41,479 --> 00:11:42,852
together, get it going.

320
00:11:42,852 --> 00:11:44,999
You have to build the up the

321
00:11:44,999 --> 00:11:50,280
mountain stuff first in everything
you do.

322
00:11:50,180 --> 00:11:52,738
Otherwise, you never get to the
peak.

323
00:11:52,738 --> 00:11:55,177
And the peak is an approval.

324
00:11:55,177 --> 00:11:56,367
It's a mortgage approval.

325
00:11:56,367 --> 00:11:58,291
You just won't get there.

326
00:11:58,391 --> 00:12:00,122
But I see this.

327
00:12:00,122 --> 00:12:01,318
It's a massive, massive, massive
mistake.

328
00:12:01,317 --> 00:12:03,407
The majority of brokers shy away
from the tools and the energy to

329
00:12:03,507 --> 00:12:04,345
get up the mountain.

330
00:12:04,344 --> 00:12:07,100
And we feel warm and fuzzy and

331
00:12:07,420 --> 00:12:10,538
comfortable dealing with the stuff
after we have the approval.

332
00:12:10,493 --> 00:12:12,280
And, you know, those people that
need the checklist and they just

333
00:12:18,720 --> 00:12:20,320
feel like I got this business and
it's well-oiled behind the scenes.

334
00:12:22,980 --> 00:12:23,672
I click a button and it does this.

335
00:12:23,672 --> 00:12:23,980
OK, cool.

336
00:12:23,889 --> 00:12:26,642
That sounds awesome.

337
00:12:26,475 --> 00:12:35,450
I'd love to get there, but I'm

338
00:12:35,448 --> 00:12:36,606
going to go build the email
marketing machine up front.

339
00:12:36,646 --> 00:12:37,820
And that's going to mean I'm going
to build four 90 seconds or

340
00:12:38,740 --> 00:12:41,664
videos, going to repurpose less,
two of them for my clients.

341
00:12:41,664 --> 00:12:45,473
I'm schedule them to go out and
woven inside of that will be ask

342
00:12:45,473 --> 00:12:49,653
videos which are very strategic to
shake the tree for them to put

343
00:12:49,753 --> 00:12:55,919
their hand up and say i need you
or i have i need your help ryan so

344
00:12:55,919 --> 00:13:00,437
i get that i get that running for
me and then i turn into a drip

345
00:13:00,437 --> 00:13:04,743
campaign and i make it so that
after four months i've got 20 some

346
00:13:04,743 --> 00:13:08,942
emails anyone who comes into my
world in four months i drop at the

347
00:13:08,942 --> 00:13:11,870
top of the machine and now they're
going through it every second

348
00:13:11,870 --> 00:13:13,854
tuesday and they're getting
something from me every realtor's

349
00:13:13,954 --> 00:13:17,570
getting something from me every
every wednesday if i put them in

350
00:13:17,470 --> 00:13:19,645
there on wednesday now the
machine's working for me while i

351
00:13:19,645 --> 00:13:36,681
sleep while i sleep people are
getting value-add videos with ask

352
00:13:36,642 --> 00:13:37,020
videos woven inside there and
they're booking calls and they're

353
00:13:36,888 --> 00:13:42,504
replying back and they're putting
their hand up and that's working

354
00:13:42,504 --> 00:13:45,608
for me i made the one video and
then out of that video I made, I

355
00:13:45,608 --> 00:13:48,157
sent to my client and to my
realtor with a different 10

356
00:13:48,157 --> 00:13:48,679
seconds at the beginning.

357
00:13:48,679 --> 00:13:49,551
The realtor one's going to be,

358
00:13:49,551 --> 00:13:51,927
hey, this week's strategy is
something I found your clients

359
00:13:51,927 --> 00:13:54,573
would find a lot of benefit from
and hopefully you do as well.

360
00:13:54,573 --> 00:13:55,631
Let's get into it.

361
00:13:55,631 --> 00:13:57,938
And then for your clients, it'll

362
00:13:57,938 --> 00:14:00,747
be, hey, that's something I want
to share it for.

363
00:14:00,747 --> 00:14:02,720
And you get it, whatever it is,
first-time homebuyers.

364
00:14:02,720 --> 00:14:04,781
If you know any first-time
homebuyers, this is a massive

365
00:14:04,781 --> 00:14:05,926
mistake that they're making.

366
00:14:05,926 --> 00:14:08,445
They need to know how to do that.

367
00:14:08,445 --> 00:14:09,924
So please listen.

368
00:14:09,924 --> 00:14:10,889
You get into it.

369
00:14:10,889 --> 00:14:13,299
Now I get into video and then I
have the video.

370
00:14:13,299 --> 00:14:16,391
And guess what?
If I have a blog post, I can pull

371
00:14:16,391 --> 00:14:19,319
it out and turn it into a blog
post.

372
00:14:19,319 --> 00:14:24,437
If I I post it on I turn it into a
reel and I edit it.

373
00:14:24,437 --> 00:14:24,842
do, social.

374
00:14:24,842 --> 00:14:26,326
I throw out captions and emojis

375
00:14:26,326 --> 00:14:27,338
and fire it up.

376
00:14:27,338 --> 00:14:28,823
And then I pull out stuff out

377
00:14:28,823 --> 00:14:31,430
there and I turn it into my static
post.

378
00:14:31,430 --> 00:14:37,015
So I use the one piece of content
to build a machine for my email

379
00:14:37,015 --> 00:14:37,869
and my social.

380
00:14:37,769 --> 00:14:40,700
So that's where you go make the

381
00:14:40,700 --> 00:14:41,621
money, kids.

382
00:14:41,621 --> 00:14:42,540
It's not having this automated

383
00:14:42,540 --> 00:14:44,690
thing on the back end shooting out
notifications to everybody as

384
00:14:44,690 --> 00:14:45,969
you're running deals.

385
00:14:45,969 --> 00:14:46,999
You can do that manually.

386
00:14:47,099 --> 00:14:49,580
And so my goal was I tore all my
softwares away.

387
00:14:49,720 --> 00:14:51,579
I said, I need to build the
upfront marketing machine to keep

388
00:14:51,579 --> 00:14:52,053
the pipeline full.

389
00:14:52,053 --> 00:14:53,592
So I'm going to focus managing

390
00:14:53,592 --> 00:14:53,812
there.

391
00:14:53,812 --> 00:14:56,054
And then I'll get back to building

392
00:14:56,054 --> 00:14:57,224
that sexy backend client journey
thing.

393
00:14:57,224 --> 00:14:58,694
I'll do that after.

394
00:14:58,694 --> 00:15:00,751
And what I found was we got so

395
00:15:00,722 --> 00:15:01,775
good at the front end.

396
00:15:01,775 --> 00:15:02,606
Here's the thing ends up

397
00:15:02,601 --> 00:15:02,651
happening.

398
00:15:02,649 --> 00:15:03,138
Here's another visual.

399
00:15:03,136 --> 00:15:04,840
You have the going up the
mountain, drawing my finger in the

400
00:15:10,080 --> 00:15:10,160
air again throwing up the mountain
now you get to the top so you draw

401
00:15:10,149 --> 00:15:16,690
that line just draw that with your
finger there you go now what if

402
00:15:16,790 --> 00:15:18,575
instead of turning at the top and
coming down we just drew on that

403
00:15:18,575 --> 00:15:20,874
peak another go up the mountain
and then on top of that we get to

404
00:15:20,874 --> 00:15:23,223
that peak another go up the
mountain look how high the

405
00:15:23,223 --> 00:15:24,036
mountain is now.

406
00:15:24,036 --> 00:15:27,104
Look how much momentum we've got.

407
00:15:27,104 --> 00:15:29,928
And we just go.

408
00:15:29,928 --> 00:15:32,270
Coming down is the easy part.

409
00:15:32,270 --> 00:15:36,857
Now we're just coming down from a
way bigger mountain.

410
00:15:36,857 --> 00:15:40,795
A lot It's just filling out the
backend is comfortable.

411
00:15:40,795 --> 00:15:43,180
And so we did this.

412
00:15:43,500 --> 00:15:44,486
And then we we're going to

413
00:15:44,486 --> 00:15:46,020
manually do our client journey.

414
00:15:46,020 --> 00:15:47,871
said, We're going to knock it out

415
00:15:47,871 --> 00:15:48,796
of the park.

416
00:15:48,896 --> 00:15:50,400
And there's only so many things I

417
00:15:50,400 --> 00:15:53,471
was super anal about in my
business.

418
00:15:53,571 --> 00:15:56,884
My wife found this out and she
came to work with me.

419
00:15:56,884 --> 00:15:58,991
It was We need to wow the clients
with communication and kindness

420
00:15:58,986 --> 00:15:59,669
and knowledge.

421
00:15:59,569 --> 00:16:02,135
And we need to make them come back

422
00:16:02,135 --> 00:16:04,082
because we want to get into their
circle.

423
00:16:04,082 --> 00:16:06,315
And that's like, we cannot
compromise on the customer

424
00:16:06,315 --> 00:16:06,519
service.

425
00:16:06,519 --> 00:16:07,065
We cannot compromise.

426
00:16:07,065 --> 00:16:09,043
And having automation in emails
didn't add to that.

427
00:16:09,043 --> 00:16:09,589
It didn't.

428
00:16:09,589 --> 00:16:10,967
We can do it manually.

429
00:16:10,967 --> 00:16:13,262
We had 12 emails, 12 email
scripts.

430
00:16:13,262 --> 00:16:16,991
And we probably used five or six
of them throughout a journey.

431
00:16:16,991 --> 00:16:19,913
And we would just drop that number
in and that's the automation.

432
00:16:19,913 --> 00:16:22,840
So no one's worse off, right?
I'm not further ahead by building

433
00:16:22,840 --> 00:16:24,640
all that stuff in.

434
00:16:24,640 --> 00:16:26,640
Now I have costs and tech and

435
00:16:26,629 --> 00:16:29,480
learning curves and headspace, and
it breaks ultimately and emails go

436
00:16:29,467 --> 00:16:32,140
out when they shouldn't go out.

437
00:16:32,038 --> 00:16:34,821
And I didn't pull this tag off

438
00:16:45,940 --> 00:16:46,161
that person and do that.

439
00:16:46,140 --> 00:16:47,160
In a perfect world, it's perfect,

440
00:16:47,149 --> 00:16:49,440
but we don't live in a perfect
world.

441
00:16:49,363 --> 00:16:50,806
The manual way of doing things
where compliance would put

442
00:16:50,771 --> 00:16:55,304
everything into an Excel
spreadsheet, all the data we need

443
00:16:55,161 --> 00:16:55,540
for file, including all their
other properties, we can house

444
00:16:55,435 --> 00:16:57,200
that all in an Excel spreadsheet.

445
00:16:57,156 --> 00:16:57,200
The journey that they have with

446
00:16:57,184 --> 00:16:58,426
us, our communication was top
notch.

447
00:17:03,840 --> 00:17:03,936
No one was beating our
communication.

448
00:17:03,899 --> 00:17:05,691
They might have been just as
good,ch no one was beating our

449
00:17:05,690 --> 00:17:06,825
communication they might have been
just as good but no one was

450
00:17:06,748 --> 00:17:09,835
beating it our communication
between the client the realtor and

451
00:17:09,835 --> 00:17:15,896
and our and our team top-notch
that was like if hey we'll hit you

452
00:17:15,896 --> 00:17:21,480
with videos emails and we'll jump
on a phone call if we have to

453
00:17:21,480 --> 00:17:24,579
we're going to allow you with
communication so none of the CRM

454
00:17:24,579 --> 00:17:25,180
played into that.

455
00:17:25,819 --> 00:17:26,352
None of it.

456
00:17:26,352 --> 00:17:28,056
And then you're like, well, what
about post though?

457
00:17:28,156 --> 00:17:31,813
I have all these annual reviews
going out and birthday emails, and

458
00:17:31,813 --> 00:17:35,116
I've got this and that, and these
things that just get triggered

459
00:17:35,116 --> 00:17:36,559
after the deal closes.

460
00:17:36,559 --> 00:17:37,564
And I'm cool.

461
00:17:37,564 --> 00:17:40,759
But with my email marketing
machine that I built on the front

462
00:17:40,859 --> 00:17:42,240
end, I don't have to worry about
that.

463
00:17:42,240 --> 00:17:43,188
I'm not sending text.

464
00:17:43,188 --> 00:17:44,196
I'm not sending scripts that

465
00:17:44,296 --> 00:17:45,440
someone else gave me.

466
00:17:45,440 --> 00:17:46,270
I'm not sending market analysis

467
00:17:46,270 --> 00:17:46,684
stuff.

468
00:17:46,684 --> 00:17:48,811
I'm reaching out with videos over

469
00:17:48,811 --> 00:17:51,576
and over again, giving you tips,
tricks, strategies within 90

470
00:17:51,576 --> 00:17:53,088
seconds or less that will help
you.

471
00:17:53,088 --> 00:17:54,677
You're going to see my face.

472
00:17:54,777 --> 00:17:56,001
You're going to hear me.

473
00:17:56,001 --> 00:17:58,006
And it goes out like clockwork.

474
00:17:58,006 --> 00:18:00,237
And anyone who comes into my world

475
00:18:00,237 --> 00:18:02,664
today gets the previous year of
emails I sent out.

476
00:18:02,764 --> 00:18:03,952
And they go through my jerk
campaign, a different journey.

477
00:18:03,952 --> 00:18:05,076
So you are getting stuff from me.

478
00:18:05,016 --> 00:18:05,520
You are getting bank account

479
00:18:05,520 --> 00:18:06,186
announcements from me.

480
00:18:06,186 --> 00:18:09,349
I will pause my campaign, throw a

481
00:18:09,349 --> 00:18:13,005
bank of Canada announcement out,
and then restart it up probably.

482
00:18:13,005 --> 00:18:16,813
You will get rate specials from me
if something comes up and it's

483
00:18:16,813 --> 00:18:17,227
warranted.

484
00:18:17,227 --> 00:18:18,761
You will get industry news from

485
00:18:18,761 --> 00:18:18,941
me.

486
00:18:18,941 --> 00:18:20,562
You get all that stuff.

487
00:18:20,562 --> 00:18:24,977
Plus you get all the other machine
I built in that campaign.

488
00:18:25,077 --> 00:18:29,548
Why do I need to hit you in the
face with this other boring, not

489
00:18:29,548 --> 00:18:32,740
authentic stuff over here that
just runs out and it gets

490
00:18:33,140 --> 00:18:34,242
triggered off of the deal.

491
00:18:34,342 --> 00:18:35,084
That's old school.

492
00:18:35,084 --> 00:18:38,000
That is people are craving a
connection with another human

493
00:18:38,220 --> 00:18:44,498
being and a way to stand out in
your email.

494
00:18:44,498 --> 00:18:47,385
You're doing it the way I
explained will help you stand out.

495
00:18:47,385 --> 00:18:52,400
Now I know some of you are going
to be like, but I love this

496
00:18:52,400 --> 00:18:52,797
network.

497
00:18:52,897 --> 00:18:54,385
Sure, I get it.

498
00:18:54,385 --> 00:18:58,157
There's eight ways to skin a cat
here.

499
00:18:58,157 --> 00:19:00,899
I'm telling you what I believe.

500
00:19:00,899 --> 00:19:03,269
And coaching hundreds of mortgage

501
00:19:03,269 --> 00:19:05,640
brokers, I get to see who actually
uses what.

502
00:19:05,860 --> 00:19:07,855
It's very rare someone has it all
set up, dialed in.

503
00:19:07,954 --> 00:19:08,602
And if you do, perfect.

504
00:19:08,602 --> 00:19:11,473
And if you have that front-end

505
00:19:11,473 --> 00:19:13,088
machine that I talked about,
perfect.

506
00:19:13,088 --> 00:19:15,027
I don't know anyone who does.

507
00:19:15,027 --> 00:19:16,947
So if that's you, kudos to you.

508
00:19:16,947 --> 00:19:20,045
I actually know probably a handful
of people that are consistently,

509
00:19:20,045 --> 00:19:23,042
more than monthly, consistently
emailing your database with stand

510
00:19:23,042 --> 00:19:28,860
outside, like outside the box
stuff, being creative, being

511
00:19:28,793 --> 00:19:29,642
authentic, letting people see you,
building the trust.

512
00:19:29,642 --> 00:19:31,062
You don't build trust with people
through text emails that look not

513
00:19:30,969 --> 00:19:31,514
how you build trust.

514
00:19:31,446 --> 00:19:32,216
Maybe 10 years ago when the bar

515
00:19:32,216 --> 00:19:33,656
was so low, it's been raised a
lot.

516
00:19:33,656 --> 00:19:35,334
You can put video in there.

517
00:19:35,334 --> 00:19:36,501
You're better than that.

518
00:19:36,501 --> 00:19:41,913
And if you had so many many cool
strategies now to make a drip pan

519
00:19:41,913 --> 00:19:48,603
drop people in the machine i call
it the machine this way you're

520
00:19:48,603 --> 00:19:52,047
going out just getting email
addresses because you know if you

521
00:19:52,047 --> 00:19:56,467
drop in the machine the machine
gets to work for you and it's

522
00:19:56,467 --> 00:20:00,379
adding value with that stuff you
made eight months ago and seven

523
00:20:00,379 --> 00:20:03,192
months ago and then it's asking
them if they have a renewal coming

524
00:20:03,192 --> 00:20:04,980
up and it's asking them if they
want to come to or watch a

525
00:20:04,980 --> 00:20:08,690
recorded webinar and then it's
asking them if they have a renewal

526
00:20:08,690 --> 00:20:09,160
coming And up.

527
00:20:09,360 --> 00:20:12,028
it's asking them if they want to

528
00:20:12,028 --> 00:20:14,924
come to or watch a recorded
webinar.

529
00:20:14,924 --> 00:20:19,528
And then it's asking if they need
to look at their cash flow.

530
00:20:19,528 --> 00:20:22,131
It's asking if you want them to
audit their mortgage.

531
00:20:22,231 --> 00:20:25,925
And it's asking if they have a
question about mortgages.

532
00:20:25,925 --> 00:20:29,317
And it's asking, that's all being
done for you because we built the

533
00:20:29,317 --> 00:20:29,454
machine.

534
00:20:29,454 --> 00:20:29,864
Right?

535
00:20:29,964 --> 00:20:31,780
So you see where I'm going with
this?

536
00:20:31,780 --> 00:20:33,070
Hopefully that makes sense.

537
00:20:33,070 --> 00:20:35,507
I'm not shitting on a specific

538
00:20:35,607 --> 00:20:36,180
CRM.

539
00:20:36,080 --> 00:20:38,729
There's some that I could.

540
00:20:38,729 --> 00:20:40,045
They're very complicated.

541
00:20:40,045 --> 00:20:42,699
There are some that are very

542
00:20:42,599 --> 00:20:44,735
basic, maybe too basic.

543
00:20:44,735 --> 00:20:47,354
But it's what are you using it

544
00:20:47,354 --> 00:20:51,146
for, right?
So I just want to get you thinking

545
00:20:53,729 --> 00:20:56,225
differently about the CRM you have
and where you're spending your

546
00:20:56,225 --> 00:21:00,002
energy in the CRM and if and where
you're spending your energy in the

547
00:21:00,002 --> 00:21:03,322
CRM and if you're actually using
it the right way, but shift your

548
00:21:03,322 --> 00:21:05,044
focus to all up the hill stuff.

549
00:21:05,044 --> 00:21:05,100
Okay.

550
00:21:05,100 --> 00:21:07,242
How are you using your CRM to get
up the mountain?

551
00:21:07,242 --> 00:21:10,457
And this is why I unplugged from
any submission platform, from any

552
00:21:10,457 --> 00:21:12,966
of the typical CRMs, which I
wanted to bang my head through a

553
00:21:12,966 --> 00:21:14,089
wall, literally spend five hours
learning things.

554
00:21:14,089 --> 00:21:18,147
And then I come back and go, I
can't figure this out.

555
00:21:18,147 --> 00:21:20,448
And I'm more tech savvy than the
average mortgage broker.

556
00:21:20,447 --> 00:21:21,940
And I'm so confused right now.

557
00:21:21,940 --> 00:21:22,451
It's not a good thing.

558
00:21:22,451 --> 00:21:23,136
That's what the industry has done
to us.

559
00:21:23,070 --> 00:21:24,120
So I'm like, there's got to be a
better way.

560
00:21:24,120 --> 00:21:24,750
I'm going to use BombBomb.

561
00:21:24,792 --> 00:21:25,504
I'm going to use BombBomb and just

562
00:21:25,411 --> 00:21:25,734
do marketing over here.

563
00:21:25,734 --> 00:21:26,380
First name, last name, email,

564
00:21:26,680 --> 00:21:27,260
that's it.

565
00:21:27,260 --> 00:21:29,414
I'm going to use VIP Club, which

566
00:21:29,414 --> 00:21:31,209
I've been using for seven years.

567
00:21:31,209 --> 00:21:31,823
I'm going to do that.

568
00:21:31,823 --> 00:21:33,466
So I'm going to use those.

569
00:21:33,466 --> 00:21:35,260
And I'm just going to service the

570
00:21:35,360 --> 00:21:37,338
hell out of my clients so
consistently with video, with

571
00:21:37,338 --> 00:21:39,960
value, and then weave in it.

572
00:21:40,100 --> 00:21:40,986
That's what I'm going to do with

573
00:21:40,917 --> 00:21:42,382
my CRM.

574
00:21:42,382 --> 00:21:43,120
That's my CRM.

575
00:21:43,980 --> 00:21:46,540
My CRM makes more money than your
CRM.

576
00:21:47,080 --> 00:21:49,410
And right, I promised you that.

577
00:21:49,410 --> 00:21:52,872
So that's what I want you to focus

578
00:21:52,972 --> 00:21:53,418
on.

579
00:21:53,318 --> 00:21:56,033
How do I make a marketing CRM?

580
00:21:56,033 --> 00:21:59,905
And then when you figure out that,
then you go, okay, does the

581
00:21:59,905 --> 00:22:03,946
current CRM I'm using, can I use
as a marketing CRM?

582
00:22:03,946 --> 00:22:04,870
If not, no. Then what's my
marketing CRM?

583
00:22:04,860 --> 00:22:05,340
Is it MailChimp?
Is it VIP Club?

584
00:22:05,233 --> 00:22:07,971
Is it BombBomb?
Is it enter CRM here where I can

585
00:22:07,971 --> 00:22:10,931
send videos in it and I'm not
piecemealing loom videos into

586
00:22:10,931 --> 00:22:16,221
Vimeo and putting that link in and
hoping it works on these

587
00:22:16,221 --> 00:22:16,504
bottlenecks.

588
00:22:16,504 --> 00:22:18,956
Where can I record a video and

589
00:22:18,956 --> 00:22:22,950
send it off to a list of 2,000
people?

590
00:22:22,950 --> 00:22:25,065
Where can I do that?
use BombBomb.

591
00:22:25,065 --> 00:22:28,621
So once you get that sorted out,
then I go back.

592
00:22:28,621 --> 00:22:30,874
Okay, now let's look at the
client-turned CRM.

593
00:22:30,874 --> 00:22:34,176
Let's look at the CRM I used to
track during the deal.

594
00:22:34,176 --> 00:22:39,378
And because I'm not doing the post
stuff, I get them in the machine

595
00:22:39,478 --> 00:22:39,911
up front.

596
00:22:39,911 --> 00:22:41,509
That stays in front of everybody.

597
00:22:41,509 --> 00:22:42,241
the thing.

598
00:22:42,241 --> 00:22:44,171
You don't need to do that same old

599
00:22:44,171 --> 00:22:44,414
stuff over here.

600
00:22:44,414 --> 00:22:45,143
And I know there's people that,

601
00:22:45,143 --> 00:22:46,065
but it works.

602
00:22:46,065 --> 00:22:46,307
Sure.

603
00:22:46,307 --> 00:22:47,370
But guess what works better?
Way better.

604
00:22:47,370 --> 00:22:48,878
So let's not confuse it.

605
00:22:48,778 --> 00:22:51,594
Some of those serums are awesome

606
00:22:51,594 --> 00:22:54,732
on the back end, right?
And for that journey, and I get

607
00:22:54,732 --> 00:22:55,160
it.

608
00:22:55,660 --> 00:22:56,922
You want to be the travel board

609
00:22:56,922 --> 00:22:59,418
and have these things going out
and you geek out on that.

610
00:22:59,418 --> 00:23:00,044
I get it.

611
00:23:00,044 --> 00:23:00,183
100%.

612
00:23:00,183 --> 00:23:03,992
I'm not trying to talk you out of
using that.

613
00:23:03,992 --> 00:23:09,780
I'm just going before you go fix
all that and set it all up, set up

614
00:23:09,680 --> 00:23:11,705
the marketing CRM, whatever that
is to you.

615
00:23:11,805 --> 00:23:12,105
Okay.

616
00:23:12,005 --> 00:23:14,715
I just want you to think of that.

617
00:23:14,715 --> 00:23:17,598
And if you think sending ones and
one that someone else wrote for

618
00:23:17,598 --> 00:23:22,441
you with your voice on it, and if
you think that that is just going

619
00:23:22,441 --> 00:23:25,824
to bring in business and you're
like, I'm doing it, but it's not

620
00:23:25,824 --> 00:23:26,026
working.

621
00:23:26,126 --> 00:23:27,138
Like, it's 2024.

622
00:23:27,138 --> 00:23:27,946
Come on.

623
00:23:27,946 --> 00:23:29,259
Come on.

624
00:23:29,259 --> 00:23:30,876
We're better than that.

625
00:23:30,876 --> 00:23:32,291
That's not what you do.

626
00:23:32,291 --> 00:23:34,578
That's not what you do.

627
00:23:34,578 --> 00:23:36,721
You have to connect with the

628
00:23:36,721 --> 00:23:36,907
people.

629
00:23:36,907 --> 00:23:37,932
Connect with the people.

630
00:23:37,932 --> 00:23:40,354
Let them see you.

631
00:23:40,354 --> 00:23:41,463
Get on video.

632
00:23:41,463 --> 00:23:42,299
Get with the times.

633
00:23:42,299 --> 00:23:44,677
And if you don't want to, then

634
00:23:44,677 --> 00:23:46,089
still go eat plants like a
dinosaur.

635
00:23:46,089 --> 00:23:47,029
And be a dinosaur.

636
00:23:47,029 --> 00:23:48,652
And die eventually instead of

637
00:23:48,652 --> 00:23:49,079
evolve.

638
00:23:49,079 --> 00:23:49,335
Right?

639
00:23:49,335 --> 00:23:54,034
But you have to build the process,
which I'm excited.

640
00:23:54,034 --> 00:23:56,334
We're building an email marketing
machine, two-week boot camp.

641
00:23:56,234 --> 00:23:58,307
Inside Strategy Hub, that's what
we're doing.

642
00:23:58,407 --> 00:24:01,107
Super pumped for that because, as
you can tell, it gets me going.

643
00:24:01,207 --> 00:24:04,175
And anyone who wants to have an
open conversation about CRMs would

644
00:24:04,175 --> 00:24:04,646
love to.

645
00:24:04,646 --> 00:24:06,594
this, I'm open for it.

646
00:24:06,594 --> 00:24:14,029
If it's a debate, if we want to
call it, would love to do that.

647
00:24:14,029 --> 00:24:18,251
I'm like, let's go, right?
For a thousand mortgage brokers,

648
00:24:18,351 --> 00:24:22,240
what's the best model?
show me your model and we'll show

649
00:24:23,520 --> 00:24:28,121
you my model um and we ran a bunch
of deals on my model and it never

650
00:24:28,221 --> 00:24:30,682
broke that's the cool thing it
never broke my tech never broke um

651
00:24:30,682 --> 00:24:33,448
so there you go okay hopefully
that helps kids um man crx shiver

652
00:24:33,448 --> 00:24:34,554
thinking about those things okay
Okay.

653
00:24:34,454 --> 00:24:35,265
Anyways, enjoy your week.

654
00:24:35,165 --> 00:24:35,932
Thanks for listening.

655
00:24:35,932 --> 00:24:36,344
Peace out.