273: Do Brokers Even Need a CRM?

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Welcome to the mortgage game.

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I truly, truly believe that

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

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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, so now I want to distill

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all that information, all the
things I've learned from that, and

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bring it directly to you in a
simple -to -understand way.

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I hope you enjoy.

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All right, good morning.

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Welcome to the Mortgage Game
Podcast.

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West Coast Wiley here on a rainy,
drizzly day in the Dodge Ram

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studio.

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You might hear some rain coming

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in.

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I don't know.

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It is what it is.

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We're going to talk about a topic

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today that it's... I don't get
into these conversations a lot

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with mortgage brokers because it's
like talking to someone about

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politics or religion.

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don't get into these conversations

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a lot with mortgage brokers
because it's like talking to

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someone about politics or
religion.

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I just... avoid those topics with
everybody.

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With mortgage brokers, it's CRMs.

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What CRM do you use?

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Do you use a CRM?
What do you do with the CRM?

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Like people will fight you.

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They will fight you over their

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CRM.

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They're like, no, this is what you

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do.

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And it's amazing.

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And it's blah, blah, blah.

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And it does this and it does.

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It's like, settle down there,
cowboy.

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Okay.

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Settle down.

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It's a freaking CRM.

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Take a chill pill.

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I've had these conversations,
that's what I'm saying, from

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experience.

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But I've also had a lot of people

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reach out and they're like, Ryan,
what CRM should you use?

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That is a question I get a lot.

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And I can give you the old boring

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answer, well, whatever one you
use.

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And I can give you that, sure.

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Or I can actually break it down.

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Because I think a lot of mortgage
brokers, you're just dropping the

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ball on CRM.

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And I think you're using a CRM

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because people tell you you need a
CRM.

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And they're not wrong.

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but they're also not right in why

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you need it.

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And I think a lot of people think

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if I just get, I can't tell you
how many times this happened,

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especially when I was switching
brokerages.

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I had four brokerages throughout
my career.

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I believe four.

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Yeah.

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And when I'd go talk to someone or
someone would approach me and,

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hey, you need to come over here
because we're also, it was like,

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we have this tool.

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We have this CRM.

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It'll like the CRM will not
fucking make a difference in your

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business.

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It won't like which one you use or

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how you use it.

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Will not like if it's the company

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A versus B or C, but it's jammed
down our throats everywhere we

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turn.

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Where some companies telling you

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we have the newest, latest,
greatest thing.

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It's like, cool, but the broker's
still a complete idiot.

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So do you have one that fixes
that?

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No, no. Right.

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So like, this is what I want to

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talk about before we get into it.

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This podcast is brought to you.

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Bye.

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Americano.

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I switched up a little bit today.

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I got a pump.

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I normally get a black, but I got
a pump of cinnamon dolce.

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Don't know why.

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I just decided to do one pump and

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it's actually pretty good.

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Okay, so back to CRM.

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So the fundamental reason you have
a CRM, that is true, but I think

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most mortgage brokers think it's
going to solve and transition

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their business.

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And they think that if they just

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get the CRM set up, if they just
get it humming, the business is

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going to come in.

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And I know this.

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Brokers think that that's going to
fix the problems when really the

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problem is them and just not doing
the work.

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And so you hide behind, if I have
this tech, then the tech will do

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the work for me.

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That's not the case.

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It's not how it works.

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That's not how the game works.

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So stop hiding behind.

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tools and automations and thinking

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you could just be a robot behind
the scenes and crush mortgages.

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You can't.

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It's a human business.

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You need to put yourself out there
and connect with people through

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social or in person.

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There's a lot of stuff you need to

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do.

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Let's break down what people think

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a CRM should do for the business
and what it actually does.

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I'm going to explain what we did
and I'm going to show you.

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You don't need to go pay people
for a CRM.

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You don't.

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Most brokers are just using a

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completely wrong Or there's five
things it does and they use one.

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And it's kind of like, just shut
it down.

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Shut it down.

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Don't do it.

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It's like social media.

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Most of you have like one foot,

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one toe in the water.

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It's like, just don't even go in.

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Go focus on other things.

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Think how much stress you'll take

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off your plate of always feeling
like you have to go post stuff.

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Like if you're not in social media
for the next 10 years, just get

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out.

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Don't even go in.

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Same with the CRM.

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If you're not going to use it

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right, just stop.

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Stop.

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making the monthly payments and
just do the workaround I'm going

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to tell you.

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And I know mortgage brokers that

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are running very good businesses
with no CRM, like a lot of them.

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So CRMs, I think the misconception
is it's going to go, and hey,

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there's some people that have
their CRM so dialed in and good

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for you.

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They geek out on it.

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They're nerds.

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They love it.

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Good for you.

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I'm not talking to you.

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Okay.

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So get that off out of your head

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when you're like, no, but mine
work.

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Yeah, cool.

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Good for you.

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Awesome.

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You got to figure it out, bud.

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Good job.

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Most people don't.

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And that's who this podcast is
for.

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Okay, that's who we're talking to.

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Because I know I'm going to get

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the comments back.

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Right?

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You know what you're talking
about?

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No, I do.

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I do very well.

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I know exactly what I'm talking
about.

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Okay, I've lived this life.

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And I'm living it right now.

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And I'm seeing other people live
it.

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So a lot of people think CRM is
going to automate, just going to

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bring deals to them.

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work automation and these deals

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are just going to show no you if
you're an idiot you're still not

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going to get the deals um there's
four functions of what a crm

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should do it should house data
okay number one house data and

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when i talk data it's like contact
information um mortgage

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information like it houses that
stuff okay if it's not a mortgage

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crm it's just going to house email
phone number address that basic

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stuff if it's a mortgage crm Then
it's going to have the ability to

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track maturity dates and interest
and all that.

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And then you've got follow -ups.

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-ups.

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So you can automate some follow
-ups and have them trigger tasks

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to come out for you to follow up
with people.

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Okay.

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So you've got housing data, you've

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got follow -up.

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Then there's a marketing

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component, how you market to the
people in your CRM and that's

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through email.

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Okay.

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And then there's, these are the
four functional pieces.

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And then the last but not least.

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is the deal flow, seeing where

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you're at, like in the client
journey internally, where you're

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at in the file, or your broker
complete appraisals to be ordered.

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And it's kind of like you can you
can move the file along.

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And some CRMs have that and some
don't.

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So those are the four points of
what a CRM does.

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And a lot of you might have one
humming in there, but you don't

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have the others, but you're just
paying money or using some product

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and you're jamming someone else's
process down your own throat.

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someone else's version of what
your business should look like

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down your own.

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Me personally, I chose to pick out

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the good things, the better tools,
piece them together and customize

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it for me and my business.

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Instead of taking someone else's

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version of what this should be and
could be with inferior parts

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within those four components I
talked to you about, because you

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can't be good at all those.

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You cannot be good at all those.

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And then also to go set that all
up.

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My part is a much simpler piece.

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So I'm going to break it down for

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you.

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And I'm going to break down some

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preconceived notions and things
you aren't doing and you could do.

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We overcomplicate the fuck out of
this business.

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We so do.

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It's crazy.

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We do.

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You've heard me say it a hundred

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times.

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I'll say it a hundred more.

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Complicated is easy.

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It's easy to complicate shit.

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I can give you a task on Monday
and then Friday we check in and

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you have a complicated business.

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And I'm like, what?

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did you do?
I gave you three steps.

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Go do the three steps.

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But you went off and created

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seven.

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Why?

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For what?
And we do this with our CRMs all

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the time.

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It's crazy.

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So let's break down the areas.

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Just had to have a little more.

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I'm going to have a bunch of
these, just letting you know.

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Okay, so how's data?
Cool.

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You got your data in somewhere.

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Well, guess what?

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You can have it in a spreadsheet.

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Just saying, we know that.

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Excel file, Google Sheet, you can
build, like we have quite robust

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spreadsheet.

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You can have this basic

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spreadsheet where you just house
all the data.

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Like if you just need mortgage
information, address, like you've

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got, they're out there floating
around in our industry.

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Go find them, go talk to people.

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They're there.

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From like people crushing
mortgages to people just doing a

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couple of mortgages.

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They're all using them.

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00:08:27,940 --> 00:08:31,040
Okay, so don't tell me because
you've got data in there that

266
00:08:31,040 --> 00:08:34,530
like, okay, so let's just take
that off the table.

267
00:08:34,530 --> 00:08:37,030
And here's the thing.

268
00:08:37,030 --> 00:08:38,730
If you're using a CRM, it doesn't

269
00:08:38,730 --> 00:08:40,110
have the mortgage component in it.

270
00:08:40,110 --> 00:08:42,210
Well, that's, you're wrong right

271
00:08:42,210 --> 00:08:42,370
there.

272
00:08:42,370 --> 00:08:43,570
I'm hoping you're using like a

273
00:08:43,570 --> 00:08:43,809
mortgage CRM.

274
00:08:43,809 --> 00:08:43,990
Okay.

275
00:08:43,990 --> 00:08:47,870
So if someone, for example, fills
out an application in FINMO, we

276
00:08:47,870 --> 00:08:49,510
zap the information onto the
spreadsheet.

277
00:08:49,510 --> 00:08:49,630
Done.

278
00:08:49,710 --> 00:08:49,990
That's automated.

279
00:08:49,990 --> 00:08:52,050
I don't have to do anything.

280
00:08:52,050 --> 00:08:54,510
Here's the other part.

281
00:08:54,510 --> 00:08:56,210
Why do you need the data?
This is the question.

282
00:08:56,210 --> 00:08:58,390
This is the million dollar
question.

283
00:08:58,390 --> 00:08:59,330
Ask yourself right now.

284
00:08:59,330 --> 00:09:00,890
Because that's the point that gets

285
00:09:00,950 --> 00:09:02,270
jammed down your throat is we need
the data.

286
00:09:02,270 --> 00:09:07,600
What are you doing with the data?
I know what the answer is.

287
00:09:07,600 --> 00:09:10,080
But what are you doing with it?
You've got this data inside your

288
00:09:10,640 --> 00:09:14,580
file logics, your velocity, your
FINMO, your boss, your whatever.

289
00:09:14,580 --> 00:09:16,460
There's so many things now.

290
00:09:16,680 --> 00:09:17,820
You've got it in there.

291
00:09:17,820 --> 00:09:24,580
What are you doing with it?
Are you looking for rate arbitrage

292
00:09:25,200 --> 00:09:26,040
opportunities?
Well, the software doesn't do

293
00:09:26,040 --> 00:09:26,300
that.

294
00:09:28,100 --> 00:09:29,940
So you've got it in there.

295
00:09:29,940 --> 00:09:32,320
Then guess what you got to do,
Einstein?

296
00:09:32,320 --> 00:09:34,060
You got to get the software out.

297
00:09:34,240 --> 00:09:38,000
You got to get the data out.

298
00:09:38,000 --> 00:09:40,640
So now you're putting the data
somewhere else in a CSV file or a

299
00:09:40,640 --> 00:09:42,120
rate tracker sheet, which is what
we have.

300
00:09:42,120 --> 00:09:42,660
You're putting it somewhere.

301
00:09:42,660 --> 00:09:43,540
So guess what?

302
00:09:43,540 --> 00:09:46,120
You don't need the data in the
thing.

303
00:09:46,120 --> 00:09:49,920
So X, put a big X through that
now.

304
00:09:50,240 --> 00:09:56,540
If you're going to use, think
about this, this is important.

305
00:09:56,540 --> 00:09:58,920
The reason you track the data is
so you can find opportunities to

306
00:10:00,570 --> 00:10:02,070
go back for a refinance.

307
00:10:02,070 --> 00:10:02,530
Okay.

308
00:10:02,530 --> 00:10:07,950
Hey, if you're not tracking it,
well, you're just money's just

309
00:10:07,950 --> 00:10:08,290
falling out.

310
00:10:08,290 --> 00:10:09,210
You might as well like, yeah,

311
00:10:09,210 --> 00:10:11,150
there's just money's falling out
everywhere you walk.

312
00:10:11,150 --> 00:10:14,670
Might as well have your pool open
year round, cranked up to 92 and

313
00:10:14,670 --> 00:10:17,290
just see money floating off it
every day.

314
00:10:17,290 --> 00:10:18,410
It's the same concept.

315
00:10:18,410 --> 00:10:19,610
So let's assume you are looking

316
00:10:19,610 --> 00:10:20,910
for opportunities for rate
arbitrage.

317
00:10:20,910 --> 00:10:22,890
Well, guess what?
You're getting the data out of the

318
00:10:22,890 --> 00:10:23,170
CRM.

319
00:10:23,170 --> 00:10:27,370
Oh, just saying that out loud,

320
00:10:27,370 --> 00:10:30,060
just like, oh, I can't, I can't.

321
00:10:30,060 --> 00:10:31,720
So you don't need that.

322
00:10:31,720 --> 00:10:31,900
Okay.

323
00:10:31,900 --> 00:10:32,120
Marketing.

324
00:10:32,180 --> 00:10:34,920
Let's talk about marketing.

325
00:10:34,920 --> 00:10:37,120
So you're going to use your CRM

326
00:10:37,120 --> 00:10:37,280
for marketing.

327
00:10:37,280 --> 00:10:40,540
Well, I've seen a lot of these

328
00:10:40,540 --> 00:10:43,180
CRMs and their email
deliverability.

329
00:10:43,180 --> 00:10:45,800
meaning going into spam, that
happens a lot because they're not

330
00:10:45,800 --> 00:10:48,680
built on trusted systems and SMTP
servers and whatnot.

331
00:10:48,680 --> 00:10:51,020
And it's kind of just jangled
together with some sort of email

332
00:10:51,020 --> 00:10:54,540
thing where, yeah, yeah, we'll
send out emails.

333
00:10:54,540 --> 00:10:56,600
Can you put video inside the
email?

334
00:10:56,600 --> 00:11:01,520
Can you host it in there?
Could you even put a Loom link in

335
00:11:01,520 --> 00:11:04,360
there?
Do you have to put a screenshot of

336
00:11:04,400 --> 00:11:08,760
the video and then you have to
hyperlink it back to the actual

337
00:11:08,760 --> 00:11:09,960
thing?
Can you build automations and drip

338
00:11:10,080 --> 00:11:12,980
campaigns?
Can you segment it out so you have

339
00:11:12,980 --> 00:11:20,320
like a renewal campaign and you
have a different campaign and your

340
00:11:20,320 --> 00:11:23,780
master list is in there and then
it drops them in and triggers

341
00:11:23,780 --> 00:11:28,660
different things?
Can you do this in a lot of these?

342
00:11:29,000 --> 00:11:33,160
No. And even if you can, a lot of
times the deliverability sucks.

343
00:11:33,160 --> 00:11:35,820
And that's stuff you just wouldn't
know.

344
00:11:35,820 --> 00:11:37,220
And that's where you make your
money.

345
00:11:37,220 --> 00:11:39,020
You make your money in two spots
in your CRM.

346
00:11:39,020 --> 00:11:40,600
You don't make it in anything
else.

347
00:11:40,600 --> 00:11:43,340
You make it in two spots.

348
00:11:43,340 --> 00:11:44,720
You make it in the marketing,

349
00:11:44,720 --> 00:11:46,380
which they're inferior, and you
make it in the database mining,

350
00:11:46,380 --> 00:11:48,280
which you don't do inside the CRM.

351
00:11:48,280 --> 00:11:49,700
You see where I'm going with this?

352
00:11:49,700 --> 00:11:55,660
The two tasks where you make the
money from your CRM is that you

353
00:11:55,660 --> 00:11:57,020
don't even use the thing for.

354
00:11:57,020 --> 00:12:01,220
So you could have a much better,

355
00:12:01,220 --> 00:12:02,640
we use campaign monitor.

356
00:12:02,640 --> 00:12:04,020
Massive, massive, massive company

357
00:12:04,020 --> 00:12:07,220
with like they went out and built
all the trust on the SMTP servers,

358
00:12:07,600 --> 00:12:08,660
which gives you deliverability.

359
00:12:08,660 --> 00:12:10,440
So then we get to plug into that

360
00:12:10,440 --> 00:12:11,480
and build on that trust.

361
00:12:11,480 --> 00:12:12,620
So we built BrokerMail.

362
00:12:12,620 --> 00:12:17,960
So we use BrokerMail for all of
our email marketing, but there's

363
00:12:17,960 --> 00:12:19,800
no data in there outside of first
name email address.

364
00:12:19,800 --> 00:12:20,640
There's nothing else.

365
00:12:20,640 --> 00:12:22,560
We don't put mortgage in there.

366
00:12:22,560 --> 00:12:24,780
Why would I put mortgage info in
there?

367
00:12:24,780 --> 00:12:26,600
I don't need that in there.

368
00:12:26,600 --> 00:12:32,020
That's on my rate tracker because

369
00:12:32,020 --> 00:12:32,900
I look for rate arbitrage
opportunities.

370
00:12:32,900 --> 00:12:38,020
And guess what?
When someone signs up for a call

371
00:12:38,680 --> 00:12:42,040
on my calendar, or when I say my,
I'm talking about like my team.

372
00:12:42,040 --> 00:12:45,920
When someone signs up for a call
on the calendar or fills out an

373
00:12:45,920 --> 00:12:50,900
application in fin mode, their
information goes right over to the

374
00:12:50,900 --> 00:12:57,850
master list, which is in broker
mail, which then triggers a drip

375
00:12:57,850 --> 00:13:00,810
campaign and they get marketed to
four to five times a month.

376
00:13:00,810 --> 00:13:01,630
Ah, cool.

377
00:13:01,790 --> 00:13:02,350
There you go.

378
00:13:02,350 --> 00:13:03,010
See, two biggest reasons.

379
00:13:03,010 --> 00:13:04,070
Ways to make money doesn't involve

380
00:13:04,190 --> 00:13:04,350
your CRM.

381
00:13:04,350 --> 00:13:06,810
Or in some CRMs, sure, some are

382
00:13:06,810 --> 00:13:08,810
better than others at marketing,
but I'd rather go have the best

383
00:13:08,810 --> 00:13:13,170
marketing tool instead of one
that's a four out of 10, give me

384
00:13:13,170 --> 00:13:16,010
one that's an eight or nine out of
10 because I make money there.

385
00:13:16,010 --> 00:13:16,630
So I want that.

386
00:13:16,850 --> 00:13:18,810
And I'll just connect them all

387
00:13:18,810 --> 00:13:19,010
with Zapier.

388
00:13:19,010 --> 00:13:22,040
And to do all that, give me a $30

389
00:13:22,040 --> 00:13:22,500
Zapier account.

390
00:13:22,500 --> 00:13:23,460
Boom, done.

391
00:13:23,460 --> 00:13:26,540
Okay, even if, and this isn't a
cost thing, by the way.

392
00:13:26,540 --> 00:13:29,540
I'm not saying, hey, $200 for CRM
or $100 for CRM.

393
00:13:29,540 --> 00:13:32,900
I'm not saying, because that's
such a minimal cost in our

394
00:13:32,900 --> 00:13:33,020
business.

395
00:13:33,020 --> 00:13:35,560
And we freak out about expenses

396
00:13:35,560 --> 00:13:38,520
way too much as mortgage brokers
when in all reality, your overhead

397
00:13:38,520 --> 00:13:40,960
is extremely low versus the amount
of money you can make.

398
00:13:40,960 --> 00:13:45,100
Yet we whine and bitch about it.

399
00:13:45,600 --> 00:13:48,900
It's like, no, you need, that is

400
00:13:49,770 --> 00:13:50,250
an expense.

401
00:13:50,250 --> 00:13:52,150
You need expenses to run a

402
00:13:53,270 --> 00:13:55,890
business, blah, blah, blah.

403
00:13:55,990 --> 00:13:57,190
So this isn't a cost thing.

404
00:13:57,190 --> 00:13:59,850
This is like, do you need that
tool?

405
00:13:59,850 --> 00:14:02,010
Or are there better versions of
it?

406
00:14:02,010 --> 00:14:03,030
Okay, so that's number two.

407
00:14:03,030 --> 00:14:04,070
Number three is follow -up.

408
00:14:04,070 --> 00:14:06,490
Okay, so follow -up is somebody,
you have a discovery call with

409
00:14:06,490 --> 00:14:09,390
them and now you need to follow up
for documents and whatnot.

410
00:14:09,390 --> 00:14:13,770
have a discovery call with them
and now you need to follow up for

411
00:14:13,770 --> 00:14:14,970
documents and whatnot.

412
00:14:16,390 --> 00:14:17,810
Well, if you're using Finmo, Finmo

413
00:14:17,810 --> 00:14:22,600
that's built in, it just follows
up for you with the clients to get

414
00:14:22,600 --> 00:14:23,380
all the stuff.

415
00:14:23,380 --> 00:14:25,160
Okay, so you don't need that.

416
00:14:25,160 --> 00:14:28,580
If you want to follow up, like do
I need to put a task in?

417
00:14:28,580 --> 00:14:30,220
This has always been a pet peeve
of mine.

418
00:14:30,220 --> 00:14:34,760
So I'm going to put a task in to
remind me to follow up.

419
00:14:34,760 --> 00:14:37,520
Like there's so many different
ways I could do that without

420
00:14:37,600 --> 00:14:40,100
opening up my computer and feeling
like I'm a robot that day.

421
00:14:40,100 --> 00:14:41,280
And like going through the lines.

422
00:14:41,520 --> 00:14:43,900
Like, man, there's so I could use

423
00:14:43,900 --> 00:14:44,640
Boomerang within Gmail.

424
00:14:44,640 --> 00:14:47,290
My email, main email out is, you

425
00:14:47,290 --> 00:14:49,850
know, either is Outlook or Gmail.

426
00:14:49,850 --> 00:14:51,250
We use Boomerang a lot.

427
00:14:51,250 --> 00:14:54,390
So if we send someone out a link.

428
00:14:54,390 --> 00:14:58,330
for something or we needed a

429
00:14:58,330 --> 00:15:00,490
document or something, I'd put a
one -day, two -day boomerang on

430
00:15:00,490 --> 00:15:00,650
it.

431
00:15:00,650 --> 00:14:58,530
It's a free thing in Gmail.

432
00:14:58,530 --> 00:15:01,110
And a day later, it'll put it
right at the top of my inbox.

433
00:15:01,550 --> 00:15:02,850
We didn't hear back from this
person.

434
00:15:02,850 --> 00:15:03,070
Boom.

435
00:15:03,070 --> 00:15:04,910
And I'll just go respond back to

436
00:15:04,910 --> 00:15:05,310
them.

437
00:15:05,310 --> 00:15:05,390
Right?

438
00:15:05,390 --> 00:15:06,350
You can do that.

439
00:15:06,350 --> 00:15:08,190
We also had Monday were follow -up

440
00:15:08,190 --> 00:15:08,410
days.

441
00:15:09,850 --> 00:15:11,490
So I know a constant pressure in

442
00:15:11,490 --> 00:15:12,930
our industry is you always feel
like you're always forgetting to

443
00:15:12,930 --> 00:15:14,170
follow up with someone.

444
00:15:14,170 --> 00:15:15,960
We all know the money's made in

445
00:15:15,960 --> 00:15:16,680
the follow -up.

446
00:15:16,680 --> 00:15:19,760
We know that.

447
00:15:19,760 --> 00:15:21,480
Yeah, we don't do it.

448
00:15:21,480 --> 00:15:23,120
And we know that and we feel it.

449
00:15:23,120 --> 00:15:26,880
And then we carry on with our life
and our day.

450
00:15:26,880 --> 00:15:31,800
And before you know it, we just
feel this, always this cloud

451
00:15:31,920 --> 00:15:36,440
hanging above us of shit we need
to do that we're not doing.

452
00:15:36,440 --> 00:15:40,120
What if, stay with me here, gonna
blow your socks off.

453
00:15:40,120 --> 00:15:42,400
What if Monday morning at eight o
'clock, eight to nine, every

454
00:15:42,400 --> 00:15:43,950
Monday, every Monday?
Yeah, every Monday.

455
00:15:43,950 --> 00:15:44,830
You followed up with everybody.

456
00:15:44,830 --> 00:15:45,470
Oh my God.

457
00:15:45,470 --> 00:15:46,730
And now no follow -up went
unfollowed.

458
00:15:46,730 --> 00:15:47,010
following up.

459
00:15:47,110 --> 00:15:50,010
I don't know what I meant to say

460
00:15:50,010 --> 00:15:51,410
there, but you get it.

461
00:15:51,410 --> 00:15:52,070
We leave no follow -ups behind.

462
00:15:52,070 --> 00:15:55,330
Now, all of a sudden, when it's
Wednesday, Thursday, Monday, or

463
00:15:55,330 --> 00:15:58,630
Sunday, you're not worried about
who you're following up with

464
00:15:58,630 --> 00:16:00,550
because you know Monday between
eight and nine, that's what you're

465
00:16:00,550 --> 00:16:00,810
doing.

466
00:16:01,070 --> 00:16:04,150
So you're going to go and you're

467
00:16:04,150 --> 00:16:05,530
going to follow up with all your
realtors.

468
00:16:05,530 --> 00:16:09,530
You're going to update them up on
all the leads they've sent you.

469
00:16:09,530 --> 00:16:10,930
It's a lead tracker we send out
every Monday.

470
00:16:10,930 --> 00:16:14,560
And then you're going to follow up
with all the leads you received

471
00:16:14,560 --> 00:16:15,420
that didn't book a call.

472
00:16:15,420 --> 00:16:16,300
There's only so many here.

473
00:16:16,300 --> 00:16:17,460
Like get over yourself.

474
00:16:17,460 --> 00:16:18,420
You're not, there's not like a

475
00:16:18,420 --> 00:16:20,280
hundred follow -ups you're doing
here.

476
00:16:20,280 --> 00:16:21,960
Like the average broker, like,
come on.

477
00:16:21,960 --> 00:16:25,380
You're doing like within the hour,
you'll crush that within 15, 20

478
00:16:25,380 --> 00:16:25,500
minutes.

479
00:16:25,500 --> 00:16:27,280
Okay, so you got that.

480
00:16:27,280 --> 00:16:31,600
And then you're following up with
all the people who you're waiting

481
00:16:31,600 --> 00:16:32,460
on documents for.

482
00:16:32,580 --> 00:16:33,340
You got that.

483
00:16:33,480 --> 00:16:38,120
And then you're following up with
like whoever else you felt like

484
00:16:38,120 --> 00:16:40,620
you had to follow up with.

485
00:16:41,120 --> 00:16:42,660
So you go around all the people

486
00:16:42,660 --> 00:16:43,660
you've already pre -approved in
the past six months.

487
00:16:44,120 --> 00:16:46,760
You follow up with them every
Monday, checking in.

488
00:16:46,760 --> 00:16:49,040
Do we need to do a refresh of your
approval?

489
00:16:49,040 --> 00:16:52,100
Do you have any properties you
want to throw the MLS listing to

490
00:16:52,100 --> 00:16:53,440
me?
We'll build a custom proposal for

491
00:16:53,540 --> 00:16:55,660
you, right?
Eight to nine, every Monday,

492
00:16:55,660 --> 00:16:55,780
follow up.

493
00:16:55,780 --> 00:16:56,560
Now you've covered your ass for

494
00:16:56,560 --> 00:16:56,880
the entire week.

495
00:16:56,880 --> 00:16:57,040
Done.

496
00:16:57,040 --> 00:16:58,920
You sit there and sit there and
think about it.

497
00:16:58,920 --> 00:17:01,600
But only in that hour, not on
Wednesday at eight o 'clock, not

498
00:17:01,600 --> 00:17:03,260
Tuesday at noon, you know you have
a catch -all.

499
00:17:03,260 --> 00:17:05,819
All right, that's the best
practice you all need, a follow

500
00:17:05,819 --> 00:17:07,780
-up day.

501
00:17:07,780 --> 00:17:08,920
Okay, so first one was housing

502
00:17:08,920 --> 00:17:09,079
data.

503
00:17:09,079 --> 00:17:10,180
Well, we're going to export

504
00:17:10,180 --> 00:17:10,319
anyway.

505
00:17:10,319 --> 00:17:11,220
Second is email marketing.

506
00:17:11,220 --> 00:17:13,480
Well, you're using an inferior
system with bad deliverability and

507
00:17:13,480 --> 00:17:15,099
maybe not even the best
functionality.

508
00:17:15,099 --> 00:17:17,579
So go find something that's
awesome and use that instead.

509
00:17:18,280 --> 00:17:20,040
And then you've got follow -up.

510
00:17:20,040 --> 00:17:21,140
Okay, and then last but not least,

511
00:17:21,140 --> 00:17:23,619
you've got tracking where you're
at in a deal.

512
00:17:23,619 --> 00:17:25,780
So I love, hey, I've seen some of
these.

513
00:17:25,780 --> 00:17:27,540
The Kanban, I think is what they
call it, screen.

514
00:17:27,540 --> 00:17:30,540
And you got your deals in there.

515
00:17:30,540 --> 00:17:31,960
And you slide it from pre

516
00:17:31,960 --> 00:17:32,280
-approval.

517
00:17:32,280 --> 00:17:33,600
And you slide it over to approved.

518
00:17:33,600 --> 00:17:35,040
And then it sends an email out.

519
00:17:35,260 --> 00:17:36,240
And then it says, like, and you

520
00:17:36,240 --> 00:17:38,080
slide it over again.

521
00:17:38,080 --> 00:17:39,000
And it introduces you to the

522
00:17:39,000 --> 00:17:39,100
lawyer.

523
00:17:39,100 --> 00:17:40,160
You slide it over again.

524
00:17:40,160 --> 00:17:41,720
And you feel warm and fuzzy
sliding things along.

525
00:17:42,700 --> 00:17:45,460
And you get to see where you're
at.

526
00:17:45,460 --> 00:17:46,500
I'm like, cool.

527
00:17:46,500 --> 00:17:50,360
Am I putting all of my eggs in

528
00:17:50,900 --> 00:17:55,700
this basket because I have that?
No. Like, what are you actually

529
00:17:55,700 --> 00:17:57,900
talking about?
You're firing out an email.

530
00:17:57,900 --> 00:18:03,820
Like we'd have 10 emails and, you
know, we're doing 10 to 15 files a

531
00:18:03,820 --> 00:18:04,180
month.

532
00:18:04,180 --> 00:18:07,170
And we have our 10 email scripts

533
00:18:07,170 --> 00:18:08,150
throughout our client journey.

534
00:18:08,150 --> 00:18:10,970
And then we already know like

535
00:18:10,970 --> 00:18:11,170
fulfillment.

536
00:18:11,170 --> 00:18:12,770
It's not me, by the way,

537
00:18:12,770 --> 00:18:12,810
fulfillment.

538
00:18:12,810 --> 00:18:13,670
This is this.

539
00:18:13,670 --> 00:18:15,430
Let's make that distinction.

540
00:18:15,510 --> 00:18:16,950
It's not me, the mortgage broker

541
00:18:16,950 --> 00:18:17,790
doing this.

542
00:18:17,790 --> 00:18:18,770
It's someone else doing it.

543
00:18:18,770 --> 00:18:22,610
And so when the deal gets broker
complete.

544
00:18:22,610 --> 00:18:26,290
They go to email script number
seven, because that's a broker

545
00:18:26,290 --> 00:18:28,930
complete email, and it's templated
in Yesware, which is free and

546
00:18:28,930 --> 00:18:30,310
layers right on top of your Gmail.

547
00:18:30,510 --> 00:18:32,650
You can house all your scripts.

548
00:18:32,650 --> 00:18:36,210
And then I drop that in the email
to the client, and we type in

549
00:18:36,210 --> 00:18:38,650
their name in the right spot, and
then we click send.

550
00:18:38,650 --> 00:18:39,450
Boom, done.

551
00:18:39,450 --> 00:18:41,490
And then we had all the deals.

552
00:18:41,490 --> 00:18:43,470
We were working on a whiteboard.

553
00:18:43,470 --> 00:18:45,950
We also had them, fulfillment had

554
00:18:46,310 --> 00:18:47,030
them on a sheet.

555
00:18:47,030 --> 00:18:48,930
We had them somewhere where we

556
00:18:48,930 --> 00:18:51,230
could just see where we're at.

557
00:18:51,230 --> 00:18:52,750
Like deals, like how many deals do

558
00:18:52,750 --> 00:18:55,470
you have where you need like this
fancy software triggering all

559
00:18:55,470 --> 00:18:59,250
these automations going out?
Like how many deals are you doing?

560
00:18:59,250 --> 00:19:01,630
The average broker does like one
to two files a month.

561
00:19:02,610 --> 00:19:04,900
You can't keep that on a napkin.

562
00:19:04,900 --> 00:19:06,260
You need this fancy, you know

563
00:19:06,460 --> 00:19:09,140
what?
You could get a Trello board.

564
00:19:09,160 --> 00:19:12,300
I know people, they track
everything on a Trello board and

565
00:19:13,080 --> 00:19:17,280
they want, they like to see the
move over, but there's no way in

566
00:19:17,280 --> 00:19:18,240
hell, not a chance.

567
00:19:18,240 --> 00:19:19,860
I'm connecting all these things

568
00:19:19,860 --> 00:19:23,940
together and trying to get one
thing to do it all.

569
00:19:24,200 --> 00:19:26,060
It's just not going to work.

570
00:19:26,060 --> 00:19:27,940
Maybe I'll use components of here

571
00:19:27,940 --> 00:19:30,880
or there because my submission
platform has it.

572
00:19:30,880 --> 00:19:34,000
I'm not here to fight you over
submission platforms either.

573
00:19:34,160 --> 00:19:34,900
I don't care.

574
00:19:34,900 --> 00:19:35,860
I really don't.

575
00:19:36,000 --> 00:19:37,020
We use Finmo.

576
00:19:37,020 --> 00:19:37,640
It works.

577
00:19:37,700 --> 00:19:40,520
We can get a lot of automations
built out of it using Zapier.

578
00:19:40,520 --> 00:19:42,720
A $30 account can zap stuff from
Finmo into your calendar.

579
00:19:42,720 --> 00:19:45,480
So now I have an email address and
a phone number at 5 a .m.

580
00:19:45,480 --> 00:19:50,300
in my calendar showing me Tom
Smith's birthday today on repeat.

581
00:19:50,300 --> 00:19:50,440
Boom.

582
00:19:50,440 --> 00:19:52,060
Every year I call or text Tom

583
00:19:52,060 --> 00:19:54,980
Smith instead of sending him those
bullshit birthday candle emails,

584
00:19:54,980 --> 00:19:57,820
fake emails that try to make him
feel special on a special day.

585
00:19:57,820 --> 00:19:58,820
Just reach out to him.

586
00:19:59,470 --> 00:20:01,110
OK, this is a people business.

587
00:20:01,110 --> 00:20:01,850
Go reach out to them.

588
00:20:01,850 --> 00:20:02,550
Don't rely on.

589
00:20:02,550 --> 00:20:05,210
That's a whole nother rant.

590
00:20:05,210 --> 00:20:06,870
But you see what I'm saying?

591
00:20:06,870 --> 00:20:09,470
So you can have that thrown there.

592
00:20:09,470 --> 00:20:11,230
You can have it trigger a renewal

593
00:20:11,230 --> 00:20:13,290
email campaign inside your actual
marketing CRM.

594
00:20:13,290 --> 00:20:15,930
You can have that.

595
00:20:15,930 --> 00:20:18,130
You can have all the data go over

596
00:20:18,130 --> 00:20:20,170
to your rate tracker.

597
00:20:20,170 --> 00:20:21,010
You don't need.

598
00:20:21,010 --> 00:20:22,370
So all you're doing now is you're
tracking files.

599
00:20:22,370 --> 00:20:24,950
Once again, I go back to how many
files do you have?

600
00:20:24,950 --> 00:20:30,300
Because we tracked all of our
stuff and I'd have them on a

601
00:20:30,300 --> 00:20:30,820
whiteboard.

602
00:20:30,820 --> 00:20:32,060
I'd have people at a whiteboard

603
00:20:32,060 --> 00:20:34,800
beside me and it could be small.

604
00:20:34,800 --> 00:20:36,860
And it was like I had my closing

605
00:20:36,860 --> 00:20:37,000
dates.

606
00:20:37,000 --> 00:20:39,100
I knew COFs I had, which ones we

607
00:20:39,100 --> 00:20:41,040
had compliance, like I would track
that way.

608
00:20:41,040 --> 00:20:44,220
I just like physically seeing it
and writing it down.

609
00:20:44,220 --> 00:20:47,060
But we also did this in Google
Docs.

610
00:20:47,060 --> 00:20:48,520
We had four folders, right?
Pre -approval, approved,

611
00:20:48,520 --> 00:20:49,620
compliance, and didn't go
anywhere.

612
00:20:49,620 --> 00:20:54,040
And we would just move them along
there inside Google Docs.

613
00:20:55,050 --> 00:20:57,850
And our whole business was built
in GDoc and no cost because we

614
00:20:57,850 --> 00:20:58,510
were already running Gmail.

615
00:20:58,510 --> 00:21:01,010
So it was part of the suite, which

616
00:21:01,010 --> 00:21:04,770
once again was not the reason we
did that.

617
00:21:04,770 --> 00:21:09,890
because of the cost, because the
cost I couldn't care less about.

618
00:21:09,890 --> 00:21:14,650
This was the whole purpose of this
is I want to give you just to look

619
00:21:14,650 --> 00:21:16,790
at things from a different angle.

620
00:21:16,790 --> 00:21:18,110
And you're putting a lot of

621
00:21:18,110 --> 00:21:18,510
pressure and stress.

622
00:21:18,610 --> 00:21:20,630
A, you think a CRM is going to

623
00:21:21,070 --> 00:21:21,690
magically change your business.

624
00:21:21,690 --> 00:21:21,970
It's not.

625
00:21:22,150 --> 00:21:25,650
If you're a dum -dum, it's still
going to make you a dum -dum.

626
00:21:25,650 --> 00:21:31,050
If you're not following up with
people and doing the boring work,

627
00:21:31,050 --> 00:21:33,770
the money -making task, it's not
going to go do that for you.

628
00:21:33,770 --> 00:21:35,530
Can you build some automations and
some things?

629
00:21:35,530 --> 00:21:38,210
Sure, here, there, but it doesn't
change who you fundamentally are.

630
00:21:38,210 --> 00:21:39,530
and how you run a business.

631
00:21:39,530 --> 00:21:41,150
So stop thinking and believing

632
00:21:41,150 --> 00:21:45,010
that this CRM, if you just get it
set up, if you just go get the

633
00:21:45,010 --> 00:21:46,990
data right, like what do you do
with the data?

634
00:21:47,170 --> 00:21:47,730
I don't understand.

635
00:21:47,730 --> 00:21:50,220
So I wanted to break that down for

636
00:21:50,220 --> 00:21:50,960
you.

637
00:21:50,960 --> 00:21:53,360
I don't want to go, there's a

638
00:21:53,560 --> 00:21:55,840
better way, a simpler way to do
this type of stuff.

639
00:21:55,840 --> 00:21:57,800
Or continue using your CRM, which
is cool.

640
00:21:57,800 --> 00:22:00,880
If you've got it all figured out
and it's all working and humming

641
00:22:01,040 --> 00:22:01,640
along, great.

642
00:22:01,940 --> 00:22:04,040
Good for you.

643
00:22:04,040 --> 00:22:06,560
I love it. 90 % of brokers are
like, misusing their CRM.

644
00:22:06,560 --> 00:22:10,300
So once again, I come back to,
instead of tricking yourself to

645
00:22:10,300 --> 00:22:13,700
think like, I just keep that
payment coming out and keep that

646
00:22:13,700 --> 00:22:13,740
going.

647
00:22:13,740 --> 00:22:15,480
So at least it makes me feel like

648
00:22:15,480 --> 00:22:16,640
I didn't give up on that.

649
00:22:17,090 --> 00:22:18,390
Just shut it down and build from,

650
00:22:18,390 --> 00:22:19,350
I always do this.

651
00:22:19,350 --> 00:22:21,270
If you're not sure about

652
00:22:21,270 --> 00:22:22,610
something, shut it down and then
run your day.

653
00:22:22,610 --> 00:22:24,030
The sun still comes up tomorrow
and see what happens.

654
00:22:24,030 --> 00:22:25,510
what happens.

655
00:22:25,510 --> 00:22:26,990
And if you have to layer stuff

656
00:22:26,990 --> 00:22:28,630
back in, then you do, but clear
the desk.

657
00:22:28,630 --> 00:22:29,390
Shut it down.

658
00:22:29,390 --> 00:22:31,790
And you start realizing, oh, I

659
00:22:31,790 --> 00:22:33,370
don't think I really missed that
as much as I could.

660
00:22:33,370 --> 00:22:35,610
And I found a different workaround
that's actually better.

661
00:22:35,610 --> 00:22:35,930
Okay.

662
00:22:35,930 --> 00:22:37,950
So I'm going to wrap this up

663
00:22:37,950 --> 00:22:39,330
shortly, but hopefully you pulled
something from this.

664
00:22:39,330 --> 00:22:39,810
It's that thing.

665
00:22:39,810 --> 00:22:42,370
You have other fish to fry.

666
00:22:42,370 --> 00:22:45,150
You have other things to focus
your energy on than your CRM.

667
00:22:45,150 --> 00:22:48,200
And how many of you open your CRM
and feel instant disappointment?

668
00:22:48,200 --> 00:22:51,260
because you know you're not using
it how you should be, just get on

669
00:22:51,460 --> 00:22:51,860
the spreadsheet.

670
00:22:51,860 --> 00:22:52,880
Get on the spreadsheet, right?

671
00:22:52,880 --> 00:22:55,880
And you can set that up, right?
Or what about this?

672
00:22:55,880 --> 00:22:59,000
Compliance time or every time a
pre -approval comes, you can

673
00:22:59,000 --> 00:22:59,560
manually enter in the spreadsheet.

674
00:22:59,560 --> 00:23:00,860
And yeah, and I'm not, we

675
00:23:00,860 --> 00:23:05,620
automated that piece, but I don't
want to fight you on that either.

676
00:23:05,620 --> 00:23:07,080
Okay, so there you go.

677
00:23:07,080 --> 00:23:08,480
This was, oh, I don't want to talk

678
00:23:08,480 --> 00:23:13,000
about CRMs, but I did because I
get hit with a lot of questions.

679
00:23:13,000 --> 00:23:17,720
So I figured I'll just make this
and explain how you can piece

680
00:23:17,720 --> 00:23:21,320
things together at a fraction of
the cost with better

681
00:23:21,320 --> 00:23:22,580
functionality, better
deliverability within your process

682
00:23:22,580 --> 00:23:23,060
too.

683
00:23:23,060 --> 00:23:24,560
You're not jamming theirs, trying

684
00:23:24,560 --> 00:23:26,980
to fit your process into their
janky thing.

685
00:23:26,980 --> 00:23:27,120
Okay.

686
00:23:27,120 --> 00:23:27,460
That's it, kids.

687
00:23:27,460 --> 00:23:28,180
We'll shut this down.

688
00:23:28,460 --> 00:23:28,980
Enjoy your week.

689
00:23:28,980 --> 00:23:29,920
Yeah, that's it.

690
00:23:29,920 --> 00:23:30,120
CRMs.

691
00:23:30,260 --> 00:23:30,480
Peace out.