239: The #1 Tool to Make Money in Your Mortgage Business

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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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good morning.

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Welcome to the Mortgage Game

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Podcast.

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Let's get into it.

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So this week we are talking about
one of my favorite all-time topics

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to talk about.

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We all have our things, man.

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We all have our things.

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We have Mac and Maisie in the

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house.

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So maybe they get crazy back

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there.

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I'm not sure.

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Mac and Maisie.

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I always feel so bad.

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Like, hey guys, let's go.

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So yay, we're finally getting out

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and getting to run at the park.

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And then they go sit in the truck

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and listen to me on a podcast.

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So, you know, it is what it is,

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but then we're going after.

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So that's okay.

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So let's get into it.

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This is the number one topic I

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love talking about and convince me
I'm wrong.

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I want someone to convince me I'm
wrong.

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This is the number one
money-making thing in your

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business.

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If you take you out of it, if you

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take you, it's a tool.

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So what's the number one

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money-making tool in your
business?

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And if you just want to say for
your phone, sure.

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But you know what I mean, right?
Everyone has a phone.

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You can go by, walk into a store
and buy a phone.

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You have a phone.

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I'm talking something you build

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and then the number one thing.

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With this tool, it's your email

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marketing machine.

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Database marketing.

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Most of you just completely suck
at it.

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And you're not doing it right.

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And the reason being is no one's

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ever really done it right.

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So you're just learning from other

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people who suck at it.

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Right?

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And then you get your usual, here,
send this out and just give them

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boring mortgage information.

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And hopefully they reply the email

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and go, we need a mortgage, like
in a perfect world, right?

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That used to work 10 years ago.

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It doesn't work anymore.

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And some of you are like, no, no,
it does work.

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Sure.

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Imagine if you had a machine

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working for you, though.

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I'll break that down.

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So we just came out of a two-week
accountability group.

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This was a group we offered to our
Strategy Hub members.

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Elite members got it for free.

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Pro members had a small upgrade.

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And then we offered a couple spots
out to the public.

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And we sold out.

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We've sold out every single

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accountability group we've done.

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Because they're It's Monday to

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awesome.

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Monday to one Friday, hour with

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myself.

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Friday, And we get in we there, we

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coach, we help teach, each other
and then we out, do things.

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And this was two weeks of building
an email marketing machine.

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It made me realize after we came
out of it that we probably could

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have had a 101 and a 201 or a 1.0
and a 2.0.

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Because it just dawned on me, this
stuff comes very natural to me.

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And I just, I just for the life of
me cannot figure out why mortgage

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brokers don't spend time and
energy on this, because you can

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make a lot of money if you have
this cranking out.

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And you're like, Ryan, but what
does it mean?

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What does the email marketing
machine mean?

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Well, I'm going to explain.

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I'm going to explain.

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But before I do that, we have
sponsors we have to get to.

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This podcast is brought to you by
so what is an email marketing

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machine?
Okay, The goal of email marketing

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is, like whoever has the list
wins.

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I've taken so much digital
marketing courses, so many.

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And the constant theme with all of
them is whoever has the list and

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nurtures the list wins.

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It doesn't matter if I'm selling

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beanbag chairs, I'm selling books,
courses, or a financial service

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like being a mortgage broker.

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If you have the list and you

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nurture it, you win.

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It's the number one important

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asset in your business because it
makes you money, money.

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A lot of you have client journeys,
all this other cool stuff going on

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but it doesn't make you money
right we're in this to make what

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everybody all together money let's
not shy away from that right we

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lose track of that we're in a
sales gig we need to make money

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kids like no one's here to just
like help people with find their

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dream home and that it's like we
need to make money, kids.

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Like no one's here to just like
help people with find their dream

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home.

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And that it's like we need to put

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food on the table.

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We need to build generational

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wealth for me and my family and do
things.

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So I want to live a life I want to
live.

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I don't want to like sit inside
all day.

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I don't like go things, but do
things.

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I need money.

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I don't want to wait in line for

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things.

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I want to eat good food.

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I need money.

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I don't want to eat processed I

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want I don't want I line for I
want to eat good I need money.

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food.

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money.

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to.

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things.

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food.

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I don't want to eat processed

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food.

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I want money.

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I don't want I want to go on nice
trips.

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to, I need money.

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I don't want to wait in line for

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care for my kids.

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I need money.

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If I Right?
works.

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And then just so happens we help a
lot of people, which is awesome.

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It's a byproduct.

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But we're doing it for money.

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Right?
So this tool makes you the most

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money out of any tool you have if
you do it right.

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And you build a machine.

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So here's the idea of the machine.

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A weekly email.

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Email your clients once a week.

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They don't resonate with every
email in And if you're not doing

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you're missing out on
opportunities.

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there.

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that, We had multiple students

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through the accountability group
who started the weekly email and

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were my God.

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like, oh, I had someone like reach

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out and like how do i know you uh
because they haven't heard from

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that person for a while like oh i
two years ago we talked oh yeah

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well i don't know how you came my
inbox but uh i need a mortgage now

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and i'm so and he's like i would
have never i was doing one a month

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thinking i was good and i started
doing weekly and it's just another

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reason to be operation off of the
things.

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Your top of inbox timing is
everything in life.

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Your top of inbox, people are
going to see your name.

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They're going to like, love, trust
you.

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What ends up happening?
If your open rates are 15%, 20%,

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25%, doesn't matter what they are.

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Some of you are like, I got these

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for open rates.

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Cool.

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How many deals do you get from
that?

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Not a lot.

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Right?

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for open rates.

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Cool.

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How many deals do you get from
that?

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Not a lot, right?
So whatever your open rate the is,

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more consistently you're marketing
your database with awesome stuff,

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the higher your open rates go.

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They'll increase because people

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will start to see your name and be
like, oh, I like that guy.

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I like that girl.

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I like the cut of their jib.

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I like what they say.

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They provide value.

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They help me out.

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I learn things.

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They make me think differently
about things.

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I can tell they're just a good
weird.

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They're nerdy.

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They're whatever.

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You don't get that opportunity if
you're sending out one freaking

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email once in a while, like once a
month, if that's all you're doing.

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So the idea is this.

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You send out one email, one sloop.

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And in that you're adding some
email, value.

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Majority of them are video.

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All 75% of those videos or emails

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are going to be a video.

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It's going to be a 69-second video

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of you giving some sort of value.

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You explaining in this way we went

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through on how to script this out
and then how to record the videos

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and then how to find the ideas.

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All of us have ideas all around us

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every day.

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Go look at someone's content, take

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one of those ideas, go make a
video.

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Stuff you want to talk about.

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Don't talk about repairing credit

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if you don't want to deal with
repairing credit clients.

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Stuff that you're passionate
about.

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Share stories of you as a mortgage
broker.

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I'm not going to get into what
exactly to say in those videos.

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That's part of the secret sauce
that you have to actually sit down

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on a content day and figure out.

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You'll make more money from your

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email list than you will from your
social with a lot less effort.

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Now, if you have both going, oh my
God, amazing.

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Awesome.

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Okay.

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So you're sending out one email
once a week.

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But the secret here is within one
of those emails, three value

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emails, and then one is an ask.

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You're asking people, do you need

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my help?
We call them hand raisers, offers,

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asks.

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The reason that top producers

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produce and lower producers don't
produce is the top producers just

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ask people more things more times.

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They put offers into the universe

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way more than people who don't.

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So if you're emailing once a month

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and you're sending out general
information and you're like, oh, I

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got my database marketing, I'm
good.

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And then I'm over here going once
a week and I'm asking them if they

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need my help, asking them if they
want their mortgage up for new,

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asking them if they have anyone
that needs mortgage, asking them

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if they know anyone looking for a
home, asking them if they want me

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to audit their mortgage for them,
free, no strings attached, second

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opinion look, asking them, see
where I'm going?

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I'm asking them if they need my
services.

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I set it up with all the value
videos, and then I ask them if

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they need my help.

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Who's going to win?

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We had a student, we just came
through our last group, and she

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uploaded her list, went to the
part of the lift building exercise

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we do in the accountability group
go and find all the email

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addresses all surrounding you
right your google contacts your

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outlook your submission platform
biologic philosophy fitmo many

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00:09:02,899 --> 00:09:05,634
webinars you've done like all the
email addresses you have and bring

258
00:09:05,734 --> 00:09:09,019
them in and clean them all up and
then dump them in.

259
00:09:09,019 --> 00:09:10,186
We dumped in 2,500.

260
00:09:10,186 --> 00:09:12,476
She had, we filled her with

261
00:09:12,476 --> 00:09:12,635
champagne.

262
00:09:12,635 --> 00:09:14,612
I built four in the group.

263
00:09:14,612 --> 00:09:15,601
She's got four going out.

264
00:09:15,601 --> 00:09:18,855
She's got two of those videos are

265
00:09:18,855 --> 00:09:19,595
ask videos.

266
00:09:19,595 --> 00:09:20,965
So she's got, in this next month,

267
00:09:20,965 --> 00:09:22,369
she has 10,000 emails going out.

268
00:09:22,369 --> 00:09:24,554
And 5,000 of them are ask.

269
00:09:24,554 --> 00:09:27,189
Asking if, presenting, hey, do you
need help with this specific

270
00:09:27,189 --> 00:09:29,055
thing?
If you do, click the big red easy

271
00:09:29,055 --> 00:09:32,164
button below this video, direct
access to my calendar.

272
00:09:32,164 --> 00:09:35,814
We'll jump on a 15 minute call.

273
00:09:35,814 --> 00:09:37,735
She has five, 10,000 videos going

274
00:09:37,735 --> 00:09:41,023
out in the next 30 days and 5,000
of them are asks, offering

275
00:09:41,023 --> 00:09:41,216
assistance.

276
00:09:41,216 --> 00:09:42,634
Do you think that's going to work

277
00:09:42,634 --> 00:09:44,504
better than what you're doing?
not even funny.

278
00:09:44,504 --> 00:09:46,624
It's like, it's staring you in the
face.

279
00:09:46,624 --> 00:09:49,382
It's like, oh my God, I need to do
this more.

280
00:09:49,382 --> 00:09:51,625
I need to do it a lot.

281
00:09:51,625 --> 00:09:53,980
I need to be strategic around.

282
00:09:54,460 --> 00:09:57,247
So here's the cool part.

283
00:09:57,247 --> 00:10:01,264
We've got those four emails ready

284
00:10:01,264 --> 00:10:02,586
to go out.

285
00:10:02,586 --> 00:10:03,705
They're already built.

286
00:10:03,705 --> 00:10:03,920
Boom.

287
00:10:03,920 --> 00:10:04,616
One week later.

288
00:10:04,616 --> 00:10:04,848
Boom.

289
00:10:04,848 --> 00:10:05,312
Boom.

290
00:10:05,312 --> 00:10:05,660
Boom.

291
00:10:05,920 --> 00:10:06,316
That's four.

292
00:10:06,416 --> 00:10:07,662
This is the machine part.

293
00:10:07,662 --> 00:10:10,116
Now, next month, content day, you

294
00:10:10,116 --> 00:10:10,907
record your videos.

295
00:10:10,908 --> 00:10:12,493
You come up with your ask.

296
00:10:12,493 --> 00:10:14,697
You tell your stories.

297
00:10:14,797 --> 00:10:16,885
You layer them in.

298
00:10:16,885 --> 00:10:20,367
So you already have email one,
two, three, four, and a drip

299
00:10:20,467 --> 00:10:25,854
campaign, automation, or journey,
whatever they call it in your CRM.

300
00:10:25,854 --> 00:10:33,470
And now she's going to add those
in email five, six, seven, eight.

301
00:10:33,470 --> 00:10:36,182
And everyone in that journey, she
dropped those 2,500 people and are

302
00:10:36,182 --> 00:10:38,147
going to keep going through and
they're going to keep going to

303
00:10:38,047 --> 00:10:38,111
fives.

304
00:10:38,111 --> 00:10:39,784
And that drip campaign is never

305
00:10:39,784 --> 00:10:40,620
going to end.

306
00:10:40,720 --> 00:10:42,550
And then anyone who comes into our

307
00:10:42,550 --> 00:10:45,500
world two months from now, email
address, boom, booked a call me

308
00:10:45,800 --> 00:10:46,420
through Calendly.

309
00:10:46,540 --> 00:10:46,813
Boom.

310
00:10:46,813 --> 00:10:50,249
You go right to the top of that
drip campaign.

311
00:10:50,149 --> 00:10:54,154
You go to number one, you start to
get video one and and then number

312
00:10:54,154 --> 00:10:56,984
two, ask video three, and the
number four, ask, and then five,

313
00:10:57,084 --> 00:10:58,128
and then two, and slowly going
down.

314
00:10:58,127 --> 00:11:00,680
So eventually, you have all these
people going through this machine,

315
00:11:00,680 --> 00:11:02,708
this email machine on different
days of the week, with different

316
00:11:02,708 --> 00:11:03,490
topics going out.

317
00:11:03,482 --> 00:11:06,028
They might, some might be on email

318
00:11:05,928 --> 00:11:08,399
42, some are email three, some are
email seven, with different ask

319
00:11:08,399 --> 00:11:10,732
opportunities, all going into one
call to action, which is a book

320
00:11:10,723 --> 00:11:11,633
call on your calendar.

321
00:11:11,633 --> 00:11:14,762
Ah, hopefully some of you are

322
00:11:14,762 --> 00:11:19,219
like, oh my God, I had a couple
brokers in the group going, where

323
00:11:19,219 --> 00:11:20,973
were you 13 years ago when I
started brokering?

324
00:11:20,973 --> 00:11:22,774
How come nobody's told us this?
Yeah, I agree.

325
00:11:22,674 --> 00:11:24,809
That was the weakness I good on
things and very bad on others.

326
00:11:24,809 --> 00:11:25,172
That's okay.

327
00:11:25,172 --> 00:11:26,573
That's why I have a job.

328
00:11:26,573 --> 00:11:28,037
That's why I have a job.

329
00:11:28,137 --> 00:11:29,172
That's why I quit brokering.

330
00:11:29,172 --> 00:11:32,158
And I went into teaching people
sales and marketing for their

331
00:11:32,158 --> 00:11:35,204
mortgage business because of
exactly what I just said there.

332
00:11:35,204 --> 00:11:37,444
You have a machine working for
you.

333
00:11:37,444 --> 00:11:39,168
your list is super warm.

334
00:11:39,068 --> 00:11:39,912
You're top of inbox.

335
00:11:39,912 --> 00:11:42,924
Even if whatever you said isn't
resonating with them that day,

336
00:11:42,824 --> 00:11:45,408
they know they're getting you next
week.

337
00:11:45,408 --> 00:11:47,399
But guess what?
Timing in life is everything.

338
00:11:47,399 --> 00:11:50,089
They start thinking about
mortgages and something comes up,

339
00:11:50,089 --> 00:11:50,762
you're right there.

340
00:11:50,762 --> 00:11:52,219
You can shut everything else off.

341
00:11:52,219 --> 00:11:54,923
All your post-close emails and
your annual emails going out and

342
00:11:54,923 --> 00:11:58,381
whatever other emails you're
coming up with, because you've got

343
00:11:58,381 --> 00:12:02,470
this massive net, the security
blanket going around all every

344
00:12:02,470 --> 00:12:08,550
email address that's ever come
into your world, getting a touch

345
00:12:08,550 --> 00:12:11,244
point from you every single week.

346
00:12:11,244 --> 00:12:12,264
It is freaking spectacular.

347
00:12:12,164 --> 00:12:14,464
And that's a drip campaign, simple
concept stuff.

348
00:12:14,464 --> 00:12:17,540
So pretty cool, right?
If you think about it, got all

349
00:12:17,540 --> 00:12:21,673
these people sitting here now, do
you think it would change your

350
00:12:21,673 --> 00:12:27,894
world if you start looking around
and you're like, hey, I need email

351
00:12:27,894 --> 00:12:31,220
addresses because I'm just going
to drop in the machine, let the

352
00:12:31,220 --> 00:12:32,390
machine do the work?
Yeah.

353
00:12:32,390 --> 00:12:34,570
So we have brokers who are doing
prospecting through DMs.

354
00:12:34,570 --> 00:12:38,233
And so they prospect and they
reach out and it's realtors or

355
00:12:38,233 --> 00:12:39,247
clients or whatever.

356
00:12:39,247 --> 00:12:42,432
And part of it is like if the

357
00:12:42,332 --> 00:12:46,503
conversation sort of goes stagnant
for a bit, hey, I have this thing.

358
00:12:46,503 --> 00:12:50,650
They put a hook in about why they
need their email address.

359
00:12:50,650 --> 00:12:54,820
I offer tips, tricks, and
strategies on how to save money on

360
00:12:54,820 --> 00:12:55,773
your mortgage weekly.

361
00:12:55,773 --> 00:12:58,290
It's a 90 second or less video.

362
00:12:58,390 --> 00:13:01,192
I'd love to add you on to the
list.

363
00:13:01,192 --> 00:13:04,740
I'd like you to be part of the
club.

364
00:13:04,740 --> 00:13:06,916
I just need your email.

365
00:13:06,916 --> 00:13:10,183
And they're collecting 10, 20

366
00:13:10,183 --> 00:13:13,541
emails a week from their
prospecting and dropping them in

367
00:13:13,541 --> 00:13:14,596
the machine.

368
00:13:14,596 --> 00:13:16,793
And then you're, so the cool thing

369
00:13:16,793 --> 00:13:18,274
with this machine is everything
has to be evergreen.

370
00:13:18,274 --> 00:13:20,679
If I watch it now or I watch it in
two years, because people two

371
00:13:20,679 --> 00:13:23,748
years from now are going to get
email one they come into your

372
00:13:23,748 --> 00:13:29,197
world two years from now this
podcast is brought to you before

373
00:13:29,197 --> 00:13:32,636
it gets too cold and then it just
doesn't work for anyone so now

374
00:13:32,636 --> 00:13:36,210
let's say so it has to be
evergreen everything has to be

375
00:13:36,210 --> 00:13:39,518
evergreen keep the videos less
than two minutes should be 90

376
00:13:39,518 --> 00:13:42,031
seconds or less weave in a joke or
two in there something whatever

377
00:13:42,131 --> 00:13:44,021
you do to bring on your
personality to create connection

378
00:13:44,021 --> 00:13:46,480
and trust and like with these
people then you pause it let's

379
00:13:47,660 --> 00:13:51,151
just say bank canada comes up i'm
gonna i'm gonna i'm gonna give you

380
00:13:51,151 --> 00:13:55,217
like the email to send that will
make you a lot of money if you do

381
00:13:55,217 --> 00:13:56,424
this, I'll get to it.

382
00:13:56,424 --> 00:13:57,040
Okay.

383
00:13:57,040 --> 00:14:00,499
And this is a part of like,
hopefully when I tell you what I'm

384
00:14:00,499 --> 00:14:03,659
going to tell you, it's like, I
just punched you in the face in

385
00:14:03,659 --> 00:14:04,361
like a very nice way.

386
00:14:04,361 --> 00:14:05,655
I'm actually going to start

387
00:14:05,655 --> 00:14:07,165
driving because I just feel bad
for the pups.

388
00:14:07,165 --> 00:14:11,217
So I'm going to keep driving here
and we're going to head out to the

389
00:14:11,217 --> 00:14:11,802
park.

390
00:14:11,802 --> 00:14:15,653
Actually, I don't know where we're

391
00:14:15,653 --> 00:14:15,991
going.

392
00:14:15,991 --> 00:14:16,754
I'm driving anyways.

393
00:14:16,754 --> 00:14:17,685
I'm Okay.

394
00:14:17,685 --> 00:14:19,632
going to keep driving here and

395
00:14:19,632 --> 00:14:21,580
we're going to head out to the
park.

396
00:14:21,580 --> 00:14:23,356
Actually, I don't know where we're
going.

397
00:14:23,356 --> 00:14:24,126
I'm driving anyways.

398
00:14:24,126 --> 00:14:24,955
Okay, I'm driving.

399
00:14:24,955 --> 00:14:26,613
This isn't going to last much
longer anyways.

400
00:14:26,613 --> 00:14:27,441
We got maybe five, ten minutes.

401
00:14:27,441 --> 00:14:29,550
Okay, so let's just say, well, I

402
00:14:29,550 --> 00:14:31,373
want to get bank account
announcements.

403
00:14:31,373 --> 00:14:34,800
I don't want them to get emails on
the same day.

404
00:14:34,800 --> 00:14:35,259
That's cool.

405
00:14:35,259 --> 00:14:36,310
You don't have to.

406
00:14:36,310 --> 00:14:37,885
You can just pause your drip
campaign.

407
00:14:37,885 --> 00:14:38,213
Pause.

408
00:14:38,213 --> 00:14:39,197
Hey, bank account announcement.

409
00:14:39,197 --> 00:14:39,765
Nothing happened.

410
00:14:39,765 --> 00:14:40,884
Blah, blah, blah.

411
00:14:40,884 --> 00:14:44,038
And then three days later, click
start campaign and the machine

412
00:14:44,038 --> 00:14:45,666
just starts back up again.

413
00:14:45,766 --> 00:14:46,901
Whoa, pretty cool.

414
00:14:46,901 --> 00:14:48,404
You have industry announcements
you want to make, like Airbnb

415
00:14:48,401 --> 00:14:49,057
rules change from province.

416
00:14:49,057 --> 00:14:50,934
I want my people to know about it.

417
00:14:50,934 --> 00:14:52,575
That can't go in the drip
campaign.

418
00:14:52,575 --> 00:14:56,976
It has to go pause, send out to
the master list, start back up

419
00:14:56,976 --> 00:14:58,167
three, four days later.

420
00:14:58,167 --> 00:14:58,422
Right?

421
00:14:58,522 --> 00:15:02,250
So the days people are getting
emails from you, the actual days,

422
00:15:02,250 --> 00:15:02,656
they're changing all the time.

423
00:15:02,756 --> 00:15:03,327
There's not like not every Friday,

424
00:15:03,225 --> 00:15:03,700
someone's getting an email.

425
00:15:03,738 --> 00:15:04,152
It's always changing because

426
00:15:04,050 --> 00:15:04,866
people are coming into your
machine every day of the week from

427
00:15:04,855 --> 00:15:05,586
different areas that we help you
set up.

428
00:15:05,484 --> 00:15:07,091
And then other, and then you're
pausing.

429
00:15:06,991 --> 00:15:09,399
So you might pause it might the
emails might be going on wednesday

430
00:15:09,399 --> 00:15:12,573
but you also had people signing up
tuesday saturday sunday and it's

431
00:15:12,571 --> 00:15:15,330
going out every week so then you
press pause now that master list

432
00:15:15,330 --> 00:15:17,300
the original master list doesn't
go out till friday now right so

433
00:15:17,460 --> 00:15:21,079
don't worry about that it just
goes out it's going out every

434
00:15:21,079 --> 00:15:25,736
seven days a week you have emails
going out that's the beauty of

435
00:15:25,736 --> 00:15:27,871
Now, I'm going to explain
something to you.

436
00:15:27,871 --> 00:15:31,348
Like I said, this is the punch you
in the face moment.

437
00:15:31,348 --> 00:15:34,712
And if this does not resonate with
you, then I don't know what to

438
00:15:34,712 --> 00:15:34,828
say.

439
00:15:34,828 --> 00:15:36,606
And we, you know, I don't know.

440
00:15:36,606 --> 00:15:38,446
You're going to have to figure
something out.

441
00:15:38,546 --> 00:15:39,770
So you've got this list.

442
00:15:39,770 --> 00:15:42,622
And the whole goal of this list is

443
00:15:42,722 --> 00:15:44,310
operation, top of inbox, keep them
warm.

444
00:15:44,310 --> 00:15:48,442
You're going to get a lot of
business coming in just from that

445
00:15:48,542 --> 00:15:52,960
machine and let's say you have a
webinar well who whose database do

446
00:15:52,960 --> 00:15:57,479
you think is going to show up to
your webinar more mine where i'm

447
00:15:57,479 --> 00:16:00,575
emailing all these emails i've
keeping them warm or yours you

448
00:16:00,475 --> 00:16:04,596
just once in a while go hey now
why don't you come to my webinar

449
00:16:04,596 --> 00:16:08,690
my webinar or my database is so
warm i fire out an email and boom

450
00:16:08,690 --> 00:16:11,628
yep i get people showing up
because they already like love or

451
00:16:11,628 --> 00:16:14,920
trust so it happens when we drive
got fires going on um so you've

452
00:16:14,920 --> 00:16:17,753
got that you're keeping a warm
list for opportunities and here's

453
00:16:17,753 --> 00:16:20,720
the biggest opportunity for you
mcap has a special right now right

454
00:16:20,720 --> 00:16:24,093
they're special if you don't know
about it i don't know go talk to

455
00:16:24,093 --> 00:16:25,847
someone they has a special right
Right?

456
00:16:25,947 --> 00:16:26,193
now.

457
00:16:26,093 --> 00:16:26,389
They're special.

458
00:16:26,389 --> 00:16:28,848
If you don't know about I don't
it, know.

459
00:16:28,848 --> 00:16:29,837
Go talk to someone.

460
00:16:29,837 --> 00:16:31,815
They have a special where they're

461
00:16:31,815 --> 00:16:33,840
I offering, 50 basis points.

462
00:16:33,940 --> 00:16:35,540
think, There's rate specials that

463
00:16:35,540 --> 00:16:38,318
come across your desk for every
single scenario all year long.

464
00:16:38,318 --> 00:16:40,198
Some are way better than others.

465
00:16:40,198 --> 00:16:41,650
MCAP, I'm using that specifically

466
00:16:41,650 --> 00:16:42,667
right now.

467
00:16:42,567 --> 00:16:46,910
They have a special where I think

468
00:16:46,910 --> 00:16:47,843
they pay 50 basis points more.

469
00:16:47,843 --> 00:16:50,352
So I go, okay, I can make 150, 160

470
00:16:50,352 --> 00:16:50,702
basis points.

471
00:16:50,702 --> 00:16:52,568
And I get, I'm just throwing it

472
00:16:52,568 --> 00:16:53,849
straight out there, five, four,
nine.

473
00:16:53,849 --> 00:16:55,579
And make 150, that sounds great.

474
00:16:55,579 --> 00:16:58,216
Well, instead for me, I'm going to

475
00:16:58,216 --> 00:17:00,874
do that with maybe clients I'm
talking to on the phone, like in

476
00:17:00,874 --> 00:17:01,536
my world right now.

477
00:17:01,536 --> 00:17:02,503
But I'm going to create a

478
00:17:02,503 --> 00:17:03,002
marketing opportunity.

479
00:17:03,002 --> 00:17:04,987
And I'm going to go into my warm

480
00:17:04,987 --> 00:17:05,271
lips.

481
00:17:05,271 --> 00:17:06,760
I'm going to go into the machine.

482
00:17:06,760 --> 00:17:08,816
I just love to say machine.

483
00:17:08,816 --> 00:17:11,450
I'm going to go into the I just

484
00:17:11,450 --> 00:17:12,409
love to machine.

485
00:17:12,409 --> 00:17:13,891
say I'm going to machine.

486
00:17:13,891 --> 00:17:18,885
go into the machine and I'm going
to say, I'm going to create a

487
00:17:18,885 --> 00:17:19,108
scenario.

488
00:17:19,108 --> 00:17:22,021
I'm going to go, Hey, I have a

489
00:17:22,021 --> 00:17:22,619
rate special.

490
00:17:22,619 --> 00:17:23,357
So instead of five, four, nine,

491
00:17:23,269 --> 00:17:23,922
I'm going to buy it down to
whatever I can.

492
00:17:23,916 --> 00:17:24,453
I'm throwing numbers out here.

493
00:17:24,409 --> 00:17:24,608
Okay.

494
00:17:24,609 --> 00:17:24,944
Five, two, nine.

495
00:17:24,901 --> 00:17:26,710
And I'm going to basically go,

496
00:17:26,607 --> 00:17:28,200
Hey, keep your 50 basis point
extra commission MCAP.

497
00:17:30,880 --> 00:17:31,260
I just want to be paid my a
hundred basis points.

498
00:17:31,214 --> 00:17:35,986
Cause that's what I need to run my
business on that.

499
00:17:35,815 --> 00:17:36,024
And I'm fine with that.

500
00:17:35,995 --> 00:17:38,052
But now I have an actual special

501
00:17:37,935 --> 00:17:40,331
that I can advertise.

502
00:17:40,287 --> 00:17:41,572
And I'm going to go out to my

503
00:17:41,572 --> 00:17:41,779
email list.

504
00:17:41,760 --> 00:17:42,700
I'm not going to tell them what

505
00:17:43,260 --> 00:17:47,180
lender it is, but I'm going to
create an avatar around that.

506
00:17:47,340 --> 00:17:48,741
I'm going to go, hey, I have a
special.

507
00:17:48,741 --> 00:17:51,033
It goes away in 72 hours.

508
00:17:51,033 --> 00:17:51,953
Can't find it anywhere.

509
00:17:51,953 --> 00:17:53,018
These are the parameters.

510
00:17:53,118 --> 00:17:53,696
Must be owner occupied home.

511
00:17:53,696 --> 00:17:55,369
Must be either refinanced to
increase cash flow or you're

512
00:17:55,369 --> 00:17:56,833
buying a home or whatever.

513
00:17:56,833 --> 00:17:57,473
Create an avatar.

514
00:17:57,473 --> 00:17:57,917
Create a scenario.

515
00:17:57,917 --> 00:18:00,163
And I'm going to here's go, the

516
00:18:00,163 --> 00:18:00,360
interest rate.

517
00:18:00,360 --> 00:18:01,969
So it's one of my top lenders and

518
00:18:01,969 --> 00:18:04,038
it's gone in 72 hours.

519
00:18:03,991 --> 00:18:04,995
We only have so many we're allowed

520
00:18:04,956 --> 00:18:05,040
to use for.

521
00:18:05,052 --> 00:18:05,220
I'm going to fire that out to my

522
00:18:05,220 --> 00:18:05,337
machine.

523
00:18:05,230 --> 00:18:06,629
I'm going to pause my machine and

524
00:18:06,629 --> 00:18:07,375
send it out.

525
00:18:07,275 --> 00:18:08,978
And I'm going to do that four,

526
00:18:08,978 --> 00:18:11,619
five, six times a year when I have
certain scenarios of rate specials

527
00:18:11,719 --> 00:18:12,887
that come across my desk.

528
00:18:12,887 --> 00:18:14,044
Even if they're not glorious rate

529
00:18:14,044 --> 00:18:17,408
specials, they're going to be rate
specials that I can create a

530
00:18:17,308 --> 00:18:19,479
narrative around, an avatar, a
character, a scenario, and I'm

531
00:18:19,479 --> 00:18:22,652
going to hit them up and go, hey,
do you know anyone that's

532
00:18:22,652 --> 00:18:25,327
interested in this?
That is how you make money in this

533
00:18:25,327 --> 00:18:25,450
business.

534
00:18:25,450 --> 00:18:26,253
Think about that.

535
00:18:26,253 --> 00:18:28,539
I sent out one of those emails
back with Scotia and TD.

536
00:18:28,539 --> 00:18:29,960
Everyone else was prime minus 50.

537
00:18:30,060 --> 00:18:31,304
Scotia and TD came out with a

538
00:18:31,304 --> 00:18:33,184
prime minus one, but it was only
around for a couple weeks.

539
00:18:33,176 --> 00:18:34,130
And I hit my database.

540
00:18:34,130 --> 00:18:36,347
I told my wife, I said, babe, I'm

541
00:18:36,347 --> 00:18:37,297
locking myself in the office.

542
00:18:37,297 --> 00:18:39,164
I'm going to go make us a hundred

543
00:18:39,264 --> 00:18:40,432
thousand bucks this week.

544
00:18:40,532 --> 00:18:43,191
And we did 9.7 million from that

545
00:18:43,191 --> 00:18:44,832
one email I fired off.

546
00:18:44,832 --> 00:18:47,397
I had 17 book calls from that one

547
00:18:47,397 --> 00:18:51,499
email I fired off to my warm list
because it was in a machine, it

548
00:18:51,465 --> 00:18:53,315
would have 9.7 million in that one
people.

549
00:18:53,315 --> 00:18:56,114
I said this, I said, your current
variable is this or lower.

550
00:18:56,114 --> 00:18:59,712
If you are in a prime minus, as an
example, prime minus 50 or lower,

551
00:18:59,712 --> 00:19:04,056
I can help you because we're going
to save you a bunch of money i

552
00:19:04,056 --> 00:19:06,477
created a story around it and so
but i could do that because i had

553
00:19:06,477 --> 00:19:09,129
the machine built i paused the
machine created the scenario with

554
00:19:09,129 --> 00:19:12,382
the rates buffs fired it off so
that's the secret sauce here

555
00:19:12,382 --> 00:19:15,700
there's so much more to go on this
this could be like a three-hour

556
00:19:15,800 --> 00:19:18,424
podcast which is why the
accountability group we just spent

557
00:19:18,424 --> 00:19:22,621
10 hours together two groups we
had 90 plus people two groups 10

558
00:19:22,621 --> 00:19:26,957
hours each group and we still some
people got it there's always going

559
00:19:26,957 --> 00:19:32,871
to be the 10 15 that just go
awesome got it thank you there's

560
00:19:32,971 --> 00:19:38,336
going to be some people who just
don't start and there's going to

561
00:19:38,336 --> 00:19:41,789
be some people who are kind of in
the middle trying and mindset

562
00:19:41,789 --> 00:19:46,425
things and execution and whatnot
and so we could divvy this into

563
00:19:46,325 --> 00:19:49,723
two and we're going to do a
version of that um at some point

564
00:19:49,723 --> 00:19:54,306
but i wanted to explain this to
you this is the the number one

565
00:19:54,306 --> 00:19:57,303
tool to make money in your
mortgage business.

566
00:19:57,203 --> 00:19:57,649
It is.

567
00:19:57,649 --> 00:19:57,871
Right?

568
00:19:57,871 --> 00:20:01,191
I want someone to, I'd love, I'd
debate someone on that.

569
00:20:01,191 --> 00:20:02,894
I would love it because I've lived
it, right?

570
00:20:02,994 --> 00:20:11,448
There's nowhere else, no other
tool in your business that you

571
00:20:11,348 --> 00:20:15,594
could send out an email and make
$100,000 off of.

572
00:20:15,594 --> 00:20:19,524
I don't know if there is, maybe
you you make one video, right?

573
00:20:19,624 --> 00:20:21,799
Like go start a podcast.

574
00:20:21,799 --> 00:20:23,276
I love that.

575
00:20:23,276 --> 00:20:26,211
Now imagine doing that on your
social as well.

576
00:20:26,211 --> 00:20:28,263
Hey, I'm not, this isn't a debate
of social.

577
00:20:28,263 --> 00:20:29,546
You need to do it all.

578
00:20:29,546 --> 00:20:31,207
I'm saying, but a priority should

579
00:20:31,207 --> 00:20:36,083
be having your stuff in order,
your house in order, your shit in

580
00:20:36,083 --> 00:20:37,865
order on the email side.

581
00:20:37,865 --> 00:20:39,947
And then while you're there, why

582
00:20:39,947 --> 00:20:42,341
don't I just make it the best
thing possible I can do?

583
00:20:42,341 --> 00:20:46,120
If the number one goal of your
business is to get eyeballs on

584
00:20:46,120 --> 00:20:49,222
what you're doing, people to see
what I'm doing.

585
00:20:49,222 --> 00:20:52,906
Well, why are you emailing once a
month?

586
00:20:52,906 --> 00:20:55,933
What do you think you're offending
people?

587
00:20:55,933 --> 00:20:59,526
It's not like you're showing up at
their door every day.

588
00:20:59,526 --> 00:21:00,320
Like, ding dong.

589
00:21:00,320 --> 00:21:02,069
Hey, it's Ryan, the mortgage guy

590
00:21:02,069 --> 00:21:03,022
here again.

591
00:21:03,022 --> 00:21:03,598
Just see it.

592
00:21:03,598 --> 00:21:06,312
They're like, yeah, I talked to
you like a week ago.

593
00:21:06,312 --> 00:21:07,863
Like, why are you at my door
again?

594
00:21:07,863 --> 00:21:09,478
I told you we're good.

595
00:21:09,478 --> 00:21:10,937
I'm just checking in.

596
00:21:10,937 --> 00:21:12,325
Like, you're not doing that.

597
00:21:12,325 --> 00:21:13,714
It's going into an inbox.

598
00:21:13,714 --> 00:21:15,322
They open it or they don't.

599
00:21:15,322 --> 00:21:15,468
Right?

600
00:21:15,468 --> 00:21:16,753
You'll build way more trust.

601
00:21:16,753 --> 00:21:18,663
people will like you a lot more

602
00:21:18,663 --> 00:21:22,786
your open rates will go up there's
like not one argument outside of

603
00:21:22,786 --> 00:21:29,516
you're lazy it okay i get that i'd
love to have a debate like just to

604
00:21:29,516 --> 00:21:31,980
understand i'd love to tell like
explain what are you doing that

605
00:21:32,320 --> 00:21:35,940
works better than that?
Like, why do you think that's not

606
00:21:35,940 --> 00:21:39,851
worth your time?
I'd love to hear that rationale.

607
00:21:39,851 --> 00:21:44,210
Cause I'm all about hearing
different angles on everything.

608
00:21:44,310 --> 00:21:48,484
This isn't the gospel here.

609
00:21:48,484 --> 00:21:50,696
That's just my thoughts.

610
00:21:50,696 --> 00:21:56,827
And a lot of it, most of my stuff
that I talk about, it's been

611
00:21:56,827 --> 00:21:58,692
backed up by people doing it.

612
00:21:58,692 --> 00:22:00,055
If it wasn't myself, it's other

613
00:22:00,055 --> 00:22:00,282
people.

614
00:22:00,282 --> 00:22:01,589
So it's not, I'm just coming up

615
00:22:01,589 --> 00:22:04,423
with these ideas and going, Hey,
this might work.

616
00:22:04,523 --> 00:22:08,088
I'm like, no, this works really,
really well for a lot of people.

617
00:22:08,188 --> 00:22:09,890
So maybe you should think about
doing that.

618
00:22:09,890 --> 00:22:10,172
Right.

619
00:22:10,172 --> 00:22:10,960
And then there's a whole

620
00:22:10,960 --> 00:22:12,148
conversation around my list.

621
00:22:12,148 --> 00:22:12,873
Well, what's my list?

622
00:22:12,873 --> 00:22:14,786
What are the best practices for my
list?

623
00:22:14,786 --> 00:22:17,831
How do I track my list?
Where do I get my email addresses

624
00:22:17,931 --> 00:22:19,742
from?
How do I add more email addresses

625
00:22:19,742 --> 00:22:21,933
on?
How do I manage these lists?

626
00:22:21,933 --> 00:22:24,656
They're all, ah, it's a whole
nother, maybe a podcast I'll do.

627
00:22:24,656 --> 00:22:28,470
That was like two days and we're
doing another bonus day

628
00:22:28,470 --> 00:22:31,954
accountability group coming up
because we ran out of time.

629
00:22:31,954 --> 00:22:34,140
So we're going to spend three
hours dealing with that.

630
00:22:34,420 --> 00:22:36,287
Best practices on managing your
email list, how to grow it and how

631
00:22:36,287 --> 00:22:37,833
to manage it ongoing.

632
00:22:37,833 --> 00:22:39,237
So it's so simple and you have

633
00:22:39,237 --> 00:22:40,160
very little tech involved.

634
00:22:40,740 --> 00:22:41,002
Yeah.

635
00:22:41,002 --> 00:22:45,214
So I'm going to be running this
accountability group again.

636
00:22:45,214 --> 00:22:47,859
Don't know when, probably the back
end of April.

637
00:22:47,859 --> 00:22:50,597
So watch out if you're not in
strategy hub, there are spots

638
00:22:50,597 --> 00:22:54,802
open, we'll come out to the
public.

639
00:22:54,802 --> 00:22:57,087
The reviews were phenomenal from
the last one.

640
00:22:57,087 --> 00:22:58,719
So there you go.

641
00:22:58,719 --> 00:23:00,460
That's it, kids.

642
00:23:00,460 --> 00:23:02,243
How to build your email marketing
machine.

643
00:23:02,243 --> 00:23:06,824
I laid it out for you as much as I
could through a 24-minute podcast.

644
00:23:06,824 --> 00:23:11,572
And I know, hopefully you can hear
the passion I have around this

645
00:23:11,572 --> 00:23:16,328
topic, just because I know how it
can change your business and put

646
00:23:16,328 --> 00:23:18,446
money in your bank account.

647
00:23:18,346 --> 00:23:19,533
That's my goal, is to show you to

648
00:23:19,533 --> 00:23:21,074
put money in your bank account.

649
00:23:21,074 --> 00:23:21,707
That's it.

650
00:23:21,707 --> 00:23:21,961
That's it.

651
00:23:21,961 --> 00:23:23,102
Be an awesome human being.

652
00:23:23,102 --> 00:23:25,564
Put money in your bank account.

653
00:23:25,564 --> 00:23:26,763
It just happens to be mortgages.

654
00:23:26,763 --> 00:23:26,972
Okay.

655
00:23:26,972 --> 00:23:27,649
That's it, kids.

656
00:23:27,749 --> 00:23:29,593
Enjoy your week or your weekend.

657
00:23:29,693 --> 00:23:30,100
Peace out.