Classification + Extraction

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\outl0\strokewidth0 \strokec2 First Look: Session #1 Mortgage Agent Sales Training - February 9, 2026
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00:00 Long time, no see, sir. There you I'll see you now. I'll see you now. Okay. Let me just send a quick reminder out.\
00:11 Thank you.\
00:40 Uhh, shh. Oh, hm. It's getting- I give a couple of minutes of grace to get people in. I see Samantha came in.\
00:53 Hey, Samantha. Thank you, Madam. I think I can hear you. Sammy, can you hear me? Thank you. Yes, no, maybe so.\
01:07 Okay. So. So. So. Yeah, sorry, I can hear you. Okay, perfect, perfect. Sounds good. Good. Let's get a chance to watch that five minute video.\
01:25 Yep. I did, yeah. You ready? Sounds good. Good. Everyone's kind of at different stages, but I think there's an opportunity for us to obviously dive deeper with some than others, but I want to.\
01:37 Make sure that we have that opportunity to talk about some of these things. And so it's always good to kind of have that, uh, that reset.\
01:43 Christel, how are you? Good to see you. Ah, your mic's off. As I point to my face, because that's a mic, apparently.\
01:52 I'm good. Good. How are you? There are two of them. Good, good, good, good. Hi, everybody. Hi, Kristall. you Here's Vinny.\
02:02 Vinny's on the road. He won't be on the visual. Will he be on audio? Sam's on, Justin's on, the queen beats in the background.\
02:08 background. Let me see who else we're missing here. I know Jeremy called me, had a family thing that, Uh, he can't get out of, so, uh, no problem.\
02:22 The only other one is Ali. Finally, and, uh, let's see where he's at. Um, I'm gonna send him a direct- message, and then we'll kick off in two minutes.\
02:36 That's, Okay. Okay. Okay. Okay. All right. Thanks. And that's good.\
03:05 Good. Three, two. I'll you next One minute, we'll kick off. Umm, for those of you.\
03:45 Thank you. That are on, are not dialing in. You should be able to see my screen. Do you guys see my screen?\
03:53 Fun and- And actually, it's through life. It's through life. Yeah, you can see it. Mm-hmm. Beauty. I'll you in a moment.\
04:01 I can see it as well, B. Alright, sounds good. Appreciate that, sir. Okay, so I fired out the umm, I fired out the uhh.\
04:09 The quick video intro, so what I've been working on, uhh, for the last six months is just taking everything that kind of, I, done and know, umm, through the support of people and even just rebuilding my own business over the course of the last, Umm, Ops is 2015, so to decade, as I made the transition\
04:29 back to rebuilding my business and things that have really worked well for me. And umm, These are the things that have contributed to my success as an agent, and they're all things that can very easily success or translate the success for you guys.\
04:41 As agents as well. And the reality is that sometimes we kind of get stuck in a rut doing things, um, where we're being reactive and not proactive.\
04:50 And building a business. And one of the things that I spend, um, a lot of time, sort of, when I'm focusing on what I do, is making Thank you.\
04:58 making sure that I focus on being balanced because we get pulled in a million different directions. So whether it's just, you know, the.\
05:05 The, The plethora of emails that we get related to lenders and policies and rate updates. We're just totally congested our email box to phone calls.\
05:14 Or leads that may or may not turn into anything. But one of the things that we have to focus on is that our future success in doing business, inviting, uhm, work.\
05:22 Just doesn't depend on what we know. It depends on what we're doing, uh, as far as being proactive is concerned in building a business.\
05:29 So. folks. For those of you that are newer, you know, I'm introducing some of these concepts to you, some of, some of you that have been around, have heard me talk about some of these things, and.\
05:37 and the bottom line, it's, it's about the reinvention itself and redefinition of who you are to people. And, and I think that's something that we kind of take for granted.\
05:46 We kind of hope that people follow us and know what we do for a living. But, you know, what we can do for them, ultimately, is going to bow back down to how you def- find or redefine that relationship.\
05:56 And a lot of times, when I start talking about your network and the people you know, whether it's going to be former clients or a fr- Friend.\
06:02 Or family members or former colleagues is, what are we asking for? You know, when we have a conversation with people, are we asking them for a d- deal?\
06:11 Are we looking for just an opportunity to transact? Are we looking at the bigger picture? And I find people who are most effective in building a business and- and continuing to drive business their way, aren't just focusing on your ability to transact with any one person, but also looking at the- opportunities\
06:27 that every person represents and you have to look at people differently. And you have to take a look at kind of who they are.\
06:34 You have to take a- look at their life stages. And those factors will also tell you what other opportunities that they bring to the table.\
06:41 We'll see you in and so, you know, every one of you kind of heard me talk about at some point or another, you know, building, umm, sort of, He he have, uh, a database of people that you've worked with.\
06:53 But not just going through and, you know, it's a name and a full number and- email address, but more importantly, like factories like how much influence do I have over this individual?\
07:05 them. How influential is this person in question? And beyond that, um, you know, how, uh, how much reach these people have?\
07:14 out. Especially these days when it comes to social. So whether it's going to be on Instagram or LinkedIn or Facebook.\
07:20 And we all do different things on different platforms. But there's a great opportunity for you to be able to kind of get that reach and get more people to work with you.\
07:28 But, it also boils back down to you, how you define yourself, not just as a person and not just letting your job title define you, but you have to redefine yourself.\
07:38 and, you know, when it comes to things like your value proposition, your value proposition, depending on who you're talking to, is going to be completely Umm, you know, depending on their life stages, right?\
07:51 Somebody in the early earning stage of their, you know, career, maybe. nay just looking to transact where you're going to help them get into that home.\
07:57 But when that first mortgage maturity comes up and they're going to do a renewal, your pivot point. you will change depending on whether they're married or single, whether that, you know, where they add in their earning cycle.\
08:10 I'm. Umm, you know, if, if you're having a discussion with somebody and they were on their own, they brought that first property.\
08:17 By the time that mortgage comes, you've- from maturity, that next transaction could look drastically different. Umm. As a perfect example, last Monday, I had three back-to-back meetings, uh, with Cline.\
08:27 That I did mortgages for five years ago. And every single one of them is a first-time home buyer. Every single one.\
08:34 And. and The very first couple that I had a conversation with was a husband and wife, um, married to, you know, two, two types of income.\
08:42 I got. Got them into their first home. It was in Whitby. And, of course, you know, when you buy that first home, you've got, you know, first home related headaches.\
08:49 So whether it's going to be red. Or, uhm, you know, learning how to manage their debt. Or, uhm, you know, sudden, you know, that then turns into the baby room.\
09:02 Their needs were different. So by the time, the five years matured for those customers, We'll see not because they were, you know, financially irresponsible, but, you know, while the spouse stayed home, whether it was a husband or the wife.\
09:14 life. . On mat leave, you're not earning 100% of your income. Upon pound out with having to renovate and do kids and kid related expenses.\
09:23 By the time they were done their five-year term, the discussion on that renewal and although, and this was important, although to the- discussion started with what's the best rate.\
09:34 Conversation went to, uhm, we're gonna have another baby and as I go on that we- I don't wanna, you know, domino into more debt, but I also wanna restructure my finances.\
09:45 So the outcome of that discussion, We started with, what's the best rate to, well, why don't we restructure your finances?\
09:51 Why don't we pay off some of that debt? Why don't we get you a he-lock? So you're gonna be- okay in the future.\
09:56 One, by the way, let's restructure and refinance to a 30-year so that, from a payment standpoint, we have more- You're off.\
10:03 Upions for you, and you have a lower payment. And the reason I'm suggesting we go 30 years on the sanortizations because you want to have a lower payment so that when your spouse- I'm ask you.\
10:11 Goes on out, leave again. You're not going to have some financial hardship and being able to manage that, that. The second conversation was completely different.\
10:19 Young. Uh, early earning stages, uh, very upwardly mobile, wicked income, paid the debt down fast, and in his particular circumstances.\
10:27 It was like, I'm just paying my mortgage off on high prepayment privileges. Didn't have no debt. Spotless credit. It was an insured mortgage the first time around.\
10:35 We're looking at in that particular case, just an insurable switch type of product, where you can pull, you know, quick trigger and move them over to.\
10:43 I'm already in, and compete on the 3.59 to win that deal, because I'm getting out of a mono line, and I know I can set that insurable switch deal.\
10:51 And, uh, the 3rd couple was also a couple, very, very different circumstances. Their first home was an executive home, the Morgan's a uninsurable mortgage.\
11:01 I know from a rate standpoint, I'm gonna have a hella hard time trying to win that deal because I put them at a collateral mortgage-like PD.\
11:10 And I had to switch the conversation away from, well, what are you doing next? So sure enough, the conversation number six.\
11:15 Just started with the rate, but the discussion changed to, well, we're thinking of doing a renovation next 12 months or so, so a HELOC would be super beneficial.\
11:23 And, uh, you know, family planning came into consideration as well, so we're like, okay, well, if you're doing a renovation, what's it for?\
11:30 Uh, he also talked about- uh, potentially becoming an independent consultant, he's an IT guy. I'm like, I'm gonna tell you right now, your life's gonna change that mortgage becoming much more, uh- difficult to get financing options, the minute you, and we see this a lot, IT professionals go from being\
11:46 a salaried IT professional to- transitioning to, uh, being an independent contractor or if they're going to have a corporation, we know that income's going to go down.\
11:54 So at this perbit point, if we- move them to another lender, get them a HELOC, uh, restructure the finances to drop it down to the lowest payment possible, then they can better- Manage their debt going forward.\
12:05 So we're switching the discussion, challenging the norm. Every conversation started with rate, and that's not where every conversation fit. So how we have that conversation makes a difference.\
12:14 And the other thing to be mindful of in these transactions is we can't just look at the transaction itself. We gotta take a look at the life stage of where they're at.\
12:23 And that's why, you know, if you look at this screen share, we've got, you know, different classification. So, whether you're looking at somebody who's at the early earning stages of their career, mid-career, pre-retirement, or retirement, the thing that I f really want you to focus on is that at different\
12:39 stages of life, they're going to engage with different people. So, I thought it'd be a good idea to cut Bye.\
12:44 And sit down and then classify people as they go in through these, these different stages of life to say, I gotta stop looking at people.\
12:52 As just that ability to transact, but say, at this particular juncture in your life, who are you touching? Thank you.\
13:00 And is there an opportunity for me to bridge from you as a customer to get some of those other professionals that are going to come into play?\
13:08 So some of the things that I thought about talking about were, okay, so if I'm looking at somebody who's the already earning stages of their career, whether that's going to be- 22 to 35 or stretched all the way to 40, uhm, depending on how many years they've been in school and what kind of education \
13:22 and what, you know, their career aspirations are. They're gonna do different things. And the early, early stages, they're building career, uh, they're building their credits.\
13:30 They may need some emergency funds, some cash flow management. Standpoint, if they've got loans in student debt, they're managing student debt.\
13:36 Um, you know, if they haven't bought yet, we gotta worry about, you know, taking advantages. Things like RSPs, first time home buyer withdrawals, how do we lever things like first home scenes accounts?\
13:46 Umm, you know, and we're having those discussions. And we need to understand our clients and we need to understand their circles and their influence.\
13:55 And I think that's really, really important. And I I think that's and wedding, career development, all of these things are things I think about when I'm having these conversations.\
14:02 And if I wasn't talking. To this guy about. Client number two last week that. You know, we're not just talking about rates because that's where the conversation started, but I'm like, Hey, like, what are you doing with your.\
14:12 Job. You see career changes happening. All of a sudden, when this guy's talking about pivoting and becoming an independent consultant, red flags start going off.\
14:20 You know what? Here's the reality. The minute you leave that job and you set up that corporation, your qualifying's going to get complicated.\
14:26 So why don't we set you up so you can be better prepared? As you transition into this thing. A part of that discussion isn't just about the transaction.\
14:34 It's about figuring out who are the other people. people. They're going to touch in these transactions, right? So, you know, when I talk about key focuses, especially in early earnings stages of the career, Here.\
14:44 Key focuses are obviously establishing a financial foundation, building credit, beginning your wealth building through investing and savings, events. Uh, in major life milestones, right?\
14:55 So marriage, children, home ownership, all that other jazz. And all that stuff matters. Because if we start looking at who they're touching, then we can look at, if I, if I'm building rapport and credibility with somebody and I know there's going to be another player coming into play, why can't I lever\
15:12 them for that introduction opportunity? And that's That's what we kind of have to look at because that's going to give us a two prong approach to things.\
15:19 If they haven't thought about it, now we have the ability to say, hey, you know what? Now that you're thinking, thinking about this, have you thought about how to structure your finances?\
15:29 Well, what do you mean? I think tax planning is going to be a factor. Do you have a good account?\
15:32 No, I don't have a good account. Well, wouldn't that be a great opportunity to refer them to your account? If they don't have one, why aren't we referring one?\
15:41 And if we're referring one, we're building a fence because more people touch these people from a networking standpoint, from a financial need.\
15:49 Uh, assessment standpoint, the higher the probability of them staying in our environment with, surrounded by our professionals, coming back to- us, and increasing our probability of retaining the customer.\
16:00 Cause we're not just selling a transaction, we're selling a service. Not only that, but when you're focused- on things that way, you become a better partner than the people you're working with.\
16:09 So if I've got a good base of financial planners, now it's a referral option. If they just got married, you should be thinking about insurance.\
16:17 I'm not talking about peddling MPP. MPP is the absolute You know, the lowest bar of what you should start with as far as insurance is concerned.\
16:25 But at the very least, if you have a good planning pin. If you're that you're working with, you should be having that discussion about, hey, listen, to be honest with you, only you know what's best for you, but you can't.\
16:37 You can't make a decision without being informed. So, I mean, I'm going to recommend that you have a conversation with one of my partners because, at least if you understand.\
16:45 If you products, then your probability of making an informed decision in context of your life and current life stages is far more likely.\
16:53 And, frankly, if you convince that customer to even have a conversation with one of your financial planning clients, who wins?\
17:00 Thanks. You win. Because your financial planners want an opportunity to speak with somebody. And, I mean, and this is kind of where, like, your value- proposition gets real, real, uh, hammered down and becomes super unique.\
17:14 And I think the problem with, but, you know, value proposition your composition. People think they need, like, one elevator speech.\
17:20 And that's not true. I mean, you're different things to different people. And somebody who's. Gonna be talking to you who's 30 years of age is gonna be looking for different value that you bring to the table than somebody who's 65.\
17:33 55. Right? You can still be valuable to both those people, but how you quantify that value makes a difference. Thanks.\
17:41 And a lot of you on this call, are there is advisors or people who have lived through these life stages, understand these milestones.\
17:48 And if we just look at- people, not just as individuals and transactions, but look at the bigger picture to say, okay, at your stage, what did I mean?\
17:57 And do I- have somebody in my network that can help satisfy that need. But more importantly, even if you just start the discussion.\
18:05 information in the next session. . to say I really think at this stage in life, you really should be thinking about this.\
18:10 Do you have anybody in your family- your family- feeling? overcome. A professional network who you, you know, see as a valued and trusted advisor that you could call to have this discussion.\
18:21 And if they s- say yes, what do we have? We have an opportunity to get introduced to somebody who could be an absolutely valuable business.\
18:30 And that makes a difference. That makes a huge difference, right? So, I mean, understanding life stages. For me, um, I start looking at clients and the classification of age is something that we don't often think about, but.\
18:46 But, It's something that we definitely should be mindful of, because we got to figure out who are the other players that should be or are in their orbit that.\
18:54 That we can either engage with or bridge to, or we can refer one of our trusted partners to be a part of that solution.\
19:01 And if you don't have a part- partner that's a part of that solution, then you should be building on that as well.\
19:05 So, I think that's really, really important. And I think that's really what helps us open door. And get and grow this business to be able to make more money and grow your network, especially from a referral store.\
19:17 for the first time. I will tell you a very real story. I bought a 20-year term 20 years ago last year.\
19:25 and it was tiny, like it wasn't a big deal. And my 20-year term came up for renewal. Now, 20 years ago, the guy I bought it from, um.\
19:34 isn't in business anymore. It's funny, Justin's on this call. You remember this name, Charlie Arkuri. He was a Freedom 55 financial planner.\
19:42 minor. Who's no longer in business. But that's the guy who sold me my policy. So out of the blue, I get, I, and I've had like four other advisors, uh, uh, uh.\
19:50 Sign to me through this policy. And some of them make an effort, some of them don't. Anyways, this, this particular mile market came up and as a customer, this guy calls me- up and says, Hey, you know what, you've got a term policy, one of the key, uh, benefits of having a term policy.\
20:05 What's that? Bye. Oh, sorry, I cough. No worries. So it is like one of the key benefits of an insurance policies is you can convert ability.\
20:15 I said, well, tell me more. I, you know, I want to understand this. He goes, well, you can take any term policy and you can actually convert it to an.\
20:22 The type of policy as long as you don't exceed the value of whatever term you bought originally. But one of the benefits is if we're not going to do a medical test.\
20:30 None of that examination is required. And although the premium gets reset based on your current age, all the hoopla in jumping through hoops.\
20:38 Won't be necessary, we just do a conversion. Straight up, I told the guy, hey, man, listen, no one's called me in 20 years.\
20:45 I do happen to happen to have another insurance advisor. So if you don't mind, I'm going to digest what you have to say to me and I'm going to go figure this out.\
20:52 Straight up, I call my insurance advisor and I'm like. Hey, I bought this policy years ago. This guy's now calling me through a conversion.\
20:58 I'm like, is it worth my time? And it goes legit. It is. You know what? Like, you don't have to do a full conversion of full face value, but I had a partial policy.\
21:07 My wife had a partial policy. So he goes, if you want to turn back around and maybe turn it. It's like a whole life policy to a smaller level.\
21:13 You should definitely have that discussion. So I go back to the guy, I do a partial conversion, and I buy, I have partial whole life policy to take advantage of this convertibility.\
21:23 Now, here's what I know what I did. So I've talked to this guy. I heard him out. I could have just blown him off because I had another advisor.\
21:30 But I want to hear what he had to say, and he was pretty professional. Young guy. I checked him out on LinkedIn.\
21:35 I connected with him on LinkedIn. I made sure he knew what I did for a living. Chris does laughing, but that's my MO.\
21:40 That's what I do. And I said, okay. Let's do it. And here's what I knew. When I did this conversion, did I put money in his pocket?\
21:46 Yes or no? Yes. Yeah, I did. I put money in his pocket. So I said, buddy, here's the deal. I appreciate the fact that you're a professional.\
21:58 I appreciate that you- the fact that you- you mine your database, and you're looking for these opportunities. I'd love for an opportunity to get together with you to see if there's an opportunity for us to work together.\
22:06 I'm a mu- mortgage professional. I've around so many years. Um, I'm sure you already go to- you've got to go to guy, but I'd love to pick your brain on how your business works.\
22:15 And maybe we can do something. Hey, at the very least put a couple bucks in your pocket. Least I could do is just sit down for it there.\
22:21 He goes, you know what? Let's do it. Sit down with him. I do my homework on him. I find out he's a second-generation financial planner.\
22:28 He's inheriting his book from his dad and he's that guy kind of. I really do the deep digging because that's about to retire.\
22:34 So we went for lunch and I'm sitting down. I'm listening to him. We're talking about stuff. And the guy said, Hey, listen man, I'm not making any promises, but I'm happy to hear you out.\
22:44 And as we're talking, I'm trying to figure out what does your book look like? Are you working on that old Freedom 55 book?\
22:50 Are you selling life insurance policies? Are you working? Are you focusing on investable assets? That's under management? Because all my strategies are different.\
23:01 Young guys who are new to financial planning who- don't have large assets under management typically are focusing on selling life insurance policies because they're working and they are pitching to, like, what do you- What think of 35-year-old financial planners doing?\
23:14 Birds of a feather flock together. He's typically, unless he's inheriting a book, it's You It's pitching a lot of cash flow, restructure.\
23:22 Let me set up a frequent purchase plan for your investments. Let me set up an insurance policy for you. So.\
23:27 so So if I can restructure all the debt, and I can give this guy the ability to be able to afford a new term policy or a whole life policy or or a critical im- business policy, keeping the customer's payments the same, maybe improving their cash flow, maybe improving their cost of financing.\
23:43 I'd be able to afford those other pieces. Do I add value to what he does? And the answer is yes.\
23:49 Now, I can pitch that because, I've got some background in banking and finance, and I can sell that strategy. So, I sat through and we started talking about it, but I also, he was inheriting some of his portfolio, uh, from his dad's portfolio, and I knew there were some older clients not portfolio.\
24:06 So, I threw out the- We'll be right first mortgage bid. Hey, what are your thoughts on reverse mortgages? I just sat back and said nothing.\
24:13 And I just listened to him find it. Cause there's planners out- out there that hate it and think it's a garbage product.\
24:18 And there's planners out there that see the opportunity in it. So I turned back around. I floated the idea. I talked about.\
24:23 Hey, you know what? Like, it must be hard as your clients convert their RSPs and their riffs. And they start doing their redemptions.\
24:27 We know that. See Tuesday. I Monday. I to start it. open this I hope as retirement products get converted and they start doing these minimum redemptions.\
24:36 The taxable income generated of RSPs and riffs could have. They have a negative impact on the government pension they collect.\
24:43 And some of these customers may not have any employment supplemental pension. And they're trying to figure out how to have a better quality of life for an retirement.\
24:52 And the only way they think they can do that is by, redeeming their investable assets. Well, what happens to a financial planner as those assets start being, You wrote it in, in use?\
25:06 Well, guess what? Less assets under management means less trailer commissions. Well, what if I said to you that I can, help those customers and more and more clients are retiring with death than not.\
25:17 So, although, you know, we got, Gotta take a look at each individual customer, and I'm not saying it's right for everybody, but some people in your portfolio are only getting a very small pension.\
25:28 And they are not having that great quality of life. Why don't we help you continue to retain those assets and our management?\
25:34 Not have to retain under- valued real, uh, undervalued investments that have reduced their stock value. And then why don't we create that supplemental red, you know, that supplemental income?\
25:42 Thank your time and will see you that we can use to, uh, supplemental non-taxable income. That's not gonna compromise their CPP in their OIS.\
25:51 Yes. That's not gonna compromise. Maybe they're guaranteeing income supplement they're getting because all they're getting is $18,000 a year. And so these are the things that- And I mean, I could see the hamster was running smoke was coming out of this guy's ears, but I have to slow play.\
26:05 Sure enough, the very first referral I got out of this guy. It was a reverse mortgage. And the funny thing was, he put me in touch with a lady's 55 year old daughter before I talked to the mom, because I had to convince the- a daughter that, hey, by the way, there's still gonna be some money left over\
26:19 by the time this settles. And this way, you don't have to worry about in-home care. You know, uhm, renovating the home to make it kind of senior friendly.\
26:28 Um, we can help them kind of, uh, create the supplemental income. Uh, free up some capital, pay off the mortgage and create that income supplement to give them a better quality of life and not let them become the pen.\
26:40 And on the children to help them through these challenging years. So they can retire with dignity in the comfort of their own home with a non-poxable.\
26:48 That's a very unique value proposition that you pitch to a planner. But that's my point is. . We can't just look at people in isolation as consumers as far as the transaction is concerned.\
27:01 The greatest and fastest way to build a business is to understand who the- players are that are around them. And the reality is that the key focus in each individual is different depending on what life stage are in.\
27:12 So I talked about early earning, uh, stages, you know, mid-career, key focuses, balancing current family needs with future retirement planning.\
27:20 Well, Bye! I'm managing peak earning years, right? How do we move people around? How do we restructure the debt? How do we enable equity?\
27:26 Uh, I can't begin to tell you how- many times I've seen somebody who is equity rich, cause I mean, let's call us, you know, spade to spade.\
27:33 Sometimes customers will have, you know, kids back to back. Cause they're trying to get them out of the way, but they're going through some difficult time with fractional income coming in because I'm at leave, and during those times, or having, I'm having fun.\
27:44 They're very lean income years. Even though the trending is good, um, you know, when somebody's going to work on 40 or 50% of their wages, that's a s- significant, uh, you know, uhm, setback in their financial circumstances.\
27:57 So, you know, how do we focus on giving them the right advice? Bye-bye. And focusing on your advisory solution and being a better advisor, as opposed to being transactional and chasing that rate.\
28:08 In a point, be- the conversation started with three people all on rate. By the time I finished, rate was not in the equation.\
28:15 Not that it couldn't be. But it's the point, hey, you want the lowest rate, I can get it for you.\
28:19 No problem. But I don't think that's going to be the best product for you, right? And then more importantly, Who are the players you're playing with right now?\
28:27 So, the greater your degree of influence with these individuals, and the more in tune you are with- dialing into whether or at their life stages, the higher your probability of seating opportunities to grow your business.\
28:39 Does that make sense to everybody? Yeah, no, I'm pleased to hear that. So. Go! And, obviously, we talk about pre-retirement and then retirements, you know, managing withdrawal strategies to ensure income lasts while maintaining quality of life and leading.\
28:57 Uh, leading, uh, uh, leading a legacy, you know, what's important to you how to take care of people, but surround yourself with the people that matter.\
29:04 By the way, So, uh, a year and a half ago, this guy, I didn't know him from Adam. Today, he's now an active, referring partner, and I've closed four transactions, for him, since I did my conversion.\
29:15 By the way, whatever premium I'm paying for my insurance policy, he's paying for it, because I'm making commission on, out the deals he's sending me, that more than pays for my insurance policy.\
29:25 So that conversion that I did to a whole life policy, more than paid for itself. But this is kinda where you gotta take those blinders off to say, how do I turn this into an opportunity for myself?\
29:37 And I had to make sure that he, you know, he knew who I was and what I did. Well, I was very strategic in the whole LinkedIn thing.\
29:44 I know what LinkedIn says about it. I control the press. I know what it says. I've got pieces that I put out there on social and beyond that, you know.\
29:53 Google reviews, client recommendations, market updates, size of my network, how long I've been in the industry. It's about being- I'm very, very, very deliberate in making sure that I connect with people and when I connect with people.\
30:07 Now we're going ideally I try to connect with them on LinkedIn before I even have a conversation. But it depends on who you're talking to as well, right?\
30:16 If I haven't talked- If you're in a cold referral and I'm adding you on LinkedIn, it's gonna look kind of weird.\
30:20 Like, have a conversation first before you make that transition. But somewhere in this process, I'm- I'm adding them in. And that makes a difference.\
30:28 So- and then, you know, obviously what you do with the rest of your platforms is up to you as far as- Instagram is concerned, TikTok is concerned, Facebook is concerned.\
30:37 I mean, you know, frankly, there's different ways of sort of getting out there and making- sure that you maintain your visibility.\
30:43 My primary focus is LinkedIn because I find the credibility ability piece on LinkedIn is huge, and it really helps and, uh, who I am, where I came from, what I've done for a living on my customers, not to say.\
30:54 And, you know, those, those, people, that I'm they're silly, those. Those animations and those five-star reviews that go a long, long way.\
31:02 Let me give you an example. I, I had- I'm not a, client that, uh, came in online, booked an appointment with me through, like, the online appointment booking calendar thing.\
31:13 Go. That I have available, and all of you should have it. Typically, we coach you on making sure you set it up on your, um, your Google profile.\
31:21 So I set it up. It's a young couple. Uh, they're, I'd say to you, they're kind of like in their early 30s.\
31:28 So I wouldn't quite- I'd say early career, but they're kind of approaching mid-career, but they haven't bought yet. So on the call with her and her boyfriend, I- I said, um, so how did you find me?\
31:41 And the lady says, um, well, we've worked together before. And like, thank God I- It was on video because I think I should- I could change different colors.\
31:48 And I think I was red really at one point going, how the hell do I not remember this lady? Then I look at her and- Bye.\
31:54 And I'm like, you know what, your- your last name wins it all. But like, please, you know what, I'm- I'm- I'm being absent-minded.\
31:58 Like, when did we work with each other? She's like, I was your commercial- commercial. Underwriter in 2023 on a commercial deal you sent him.\
32:05 Um, I don't remember who my- commercial Underwriter was on a commercial deal that I sent the home trust. But what did I do?\
32:16 What do I do always? face. Anybody I touch, I put on LinkedIn. Anybody I touch. Crystal's laughing, but I'm not joking.\
32:25 Okay. If I touch you, if you're a conditioner, if you're a renewal guy, I am adding you on my LinkedIn profile.\
32:33 Wow. So what happened since 2023? Listen, we're in 2026. That was three years ago. For three years, this lady's been s- being me on LinkedIn, seeing my updates, seeing what my customers have had to say about me.\
32:47 And remembers, our engagement with one in a- apparently more so than I do. But what I did was trick her for three years.\
32:55 Because for three years she lurked me. Mhm. So three years she saw me come up on her feet. And three years later, it calls me.\
33:03 Right? Bye. The point being, it's about being proactive. It's about recognizing opportunity and wanting to kind of seize that- And it doesn't matter what I do, I make sure that if I connect with you, if you're an FCT title officer.\
33:22 It's true. If you're a conditioner, law clerk, if you're a new lawyer, I'm adding you. If you're a realtor, I don't work with, cause you're reppers- I'm presenting a buyer that we're, you know, we're a mutual contact.\
33:34 I'm adding you. Because you know what? It doesn't make sense not to- And, you know, and this is where you're kind of establishing that proactive engagement and building that network, but ultimately, let's- remember that- that our objective in building a business is trial.\
33:49 You ain't can't pay till someone gives you a try. But no one's gonna give you a try if they don't know- if they don't trust you, if you didn't believe you're credible.\
33:59 So if you can control your press, and I don't care if that's gonna be a- a gold dress marketing campaign, an e-mail campaign, a drip campaign, a-a LinkedIn campaign, whatever it may be.\
34:08 We'll see in the next video. You gotta learn how to engage and do it consistently. But I promise you this consistent engagement works.\
34:16 I recently had another opportunity. Where I'm in the middle of discussing, like, a file with a residential underwriter. And, uh, I- I had- I had sent in a bunch of rate codes.\
34:29 And the underwriter says to me, Hey man, umm, something going on. I said, what you mean? Thank He goes, like, you got a whole wack of files that you sent in for these rate holds and, uh, like our rate's going up.\
34:40 And I said, to be honest with you man, I'm watching Mark. And we've had a margin compression. And I've had a couple of lenders move, uh, especially with monolines.\
34:50 And to be honest with you man, I don't, I don't take- . Chances. So I hedge my position, I get my rate, my rate changes in, and I'm gonna re-book, right?\
34:57 I wanna, I wanna give my class a bit. That happened today with Bank of Montreal. Bank of Montreal, whether it's a combination of competition or margin improvement.\
35:06 Amen. Our floor right now with Bank of Montreal is $3.99. I'm 28 Bix, if you want to make that. Add the VB on top, a 60 and change.\
35:13 It's still good money. Well, let's compete the win. So, uh, so anyways, this underwriters like, okay, cool. And then he says nothing.\
35:23 And then he hangs up, calls me an hour later. He goes, hey man, I got a question for you. So don't get cool.\
35:29 What's up? He goes, bitles, it's per- personal. He said, okay, what's the deal? He's like, well, my mortgage is coming up for a novel.\
35:35 And I was talking to another broker and- and they told me this one rate, but by the time, you know, I-I sent everything in, the rate came back like 30 basis points higher.\
35:45 I'm like, well, not really. I'm sure if they're really looking out for your best interest or they're theirs, but what's the rate?\
35:52 And it gives me the rate. I'm like, I can beat that. And I said, you know, I don't really know how well you know this broker.\
35:58 And he's like, well, it's actually one of my brokers. I'm just like, well, I don't really know what to say or who- they are how long they've been around, but I'm telling you, I can get you a better deal.\
36:06 But let's talk about this, right? And I gave the option to him. I said, let's- And if you want to work with the credit union, here's what we can do.\
36:14 And I can definitely compete on rate, and I can get you that rate, no problem. Or, I can restructure things- is that I can give you better idea, better prepayment privileges.\
36:22 Here's the angle I'm gonna play on this thing, and we're gonna make it work for you. But I said, this is why I think this is a better- solution.\
36:28 So, anyways, long story short, I stole the deal from the other broker. And, and it has to do with- And, and, and this is where sometimes we have to take the blinders off.\
36:39 Because sometimes we get so involved with the people we're working- with in the context of who they are to today, that we don't see the rest of the picture.\
36:50 Everyone you speak to with the- on a home or they're gonna own a home, represents an opportunity for you. The question is, who are you to them?\
36:58 Right? And- You Uh, by the same token and I- and I say this, treat people well. Because you don't know where your next deal's gonna come- from.\
37:08 And it's not like my angle with that underwriter was I was trying to win his deal. I just wanted to be congruent in making sure- that I executed a strategy, and I was being deliberate in how I built my business.\
37:20 But that congruence, and what I do with other people turned into- I like the way the sky works, and frankly, I'm not feeling that love from the other broker.\
37:30 And we don't know- whether or not the other broker was trying to get max comp, or maybe they don't have status or access to the other lenders.\
37:37 Maybe they just honestly gave that- On the better rider, the best deal they could have given that under rider. But, what I do know is that he formulated an opinion based how I conduct myself with my clients, which turned into an opportunity for him to not only be my under rider, but be a client going\
37:54 forward. And that makes a difference. So, these are the things that, that, you know, can help you kind of take the blinders off because today's, You know, Underwriter, or Conditioner, or FCT Officer, uh, or Lawyer, or Realtor, or whatever could be tomorrow's customer, could be, tomorrow's new, uh, referral\
38:14 source. And this is something that I really, really want you to think about, because this is abou- out a strategy and it's abou why you approach things.\
38:24 How do I see people? How do they fit into my picture? nature. Because beyond this transaction that we're doing with one another, is there another way that we can work together going forward, right?\
38:34 And, and that matter. And it clearly works. But you have to challenge yourself in how you see people and you need to effectively.\
38:43 effectively. to redefine yourself. So one of the things that, um, you know, that. What I've built into this training is, um, getting away from generic value propositions and building.\
38:56 loving. compelling value propositions that truly differentiate you from the people you're working against, your competition. competition. And so many people are, you know, not, they're just seeing the things that come easy.\
39:10 I mean, oh, you know what, I get great, great to my clients. Next slide. So we have a great rates and I provide great service.\
39:15 That's a bloody table steak. That should not be a value proposition. That should be what you have to do to be good at.\
39:21 This job, right? But the framework is basically called the because framework because essentially what you're doing is you're quantifying your value proposition.\
39:29 But the because is your cement. That's your hook. That's what's gonna give you that angle and that edge. So, I frankly believe that you have to have a multi-facetate.\
39:37 Value proposition where you go at things as a customer, um, one way and that can change depending on your circumstances.\
39:45 but you got to be confident in what you bring to the table. And on the flip side of the coin, when it comes to your referral sources, I don't really sharpen that value proposition.\
39:53 And say it was conviction, because they hear it. You got to believe it. It can't sound like a script. So.\
40:00 No. I'll give you a couple examples, like when we talk about, like, generic versus compelling value proposition, you know, rates and service, like I'm tired of that here in that crap.\
40:09 Expertise in education. So, I hope first time buyers confidently navigate the market and find the perfect loan, because I specialize in educating my clients on every op- option available and walk them through the entire process step by step so they feel empowered and not overwhelmed.\
40:23 won't. That's a pretty specific value proposition. And frankly, and this is kind of where your press matters. Uhm, I did.\
40:33 Good morning. Or first time buyer deals last year, then I've done ever in my career. And it has nothing to do with my age.\
40:40 Cause it's not like my friends are- first time buyers. But I learned how to get at the first time buyers.\
40:46 Because if I've got clients that have kids that are first time buyers- that I want them to know that. Any of you who may read a lot of my reviews, we'll see.\
40:56 There's a ton of first time- buyers writing new reviews. And again, not because of my age. It's because I'm being specific and focused on figuring out- God bless you.\
41:05 How do I get them? Why get them through the agents that service first time buyers? I'm also focusing on developing younger agents as well.\
41:13 Cause they're gonna- Get me the birds of the feather flock together. Young agents are typically going after their friends and colleagues and loved ones and, you know.\
41:22 Teammates and, uh, you know, their alumni network and people they work with and people they went to school with. I mean, tell me if I'm wrong.\
41:29 Have you ever had that? Kind of client first time by you put it together and they call you within six months like, hey, you did such a good job that, uh, so-and-so said I should call you because I love you.\
41:38 They love what you did for me. This is what I mean about press control because if you go in and you see the reviews and- and your reviews aren't just about being great and cheap and best rate, but the essence of what the review says then creates your press.\
41:54 And that press helps you win that trust and that loyalty, it makes a difference. I do this by design. I'm like, now the only thing on your social feed can't just be client reviews.\
42:05 It looks as gets boring. No one wants to hear it. You got to change things up a bit. You got to bring some character and some.\
42:10 Thank your time. Low into things. Uhm, I had an opportunity to work with the coach in the states. Uhm, in 2025 wasn't cheap.\
42:17 Keep. One of the things that they disabused me of is this notion and, uhm, for me it was disabused. I'll next time.\
42:26 This notion that, uhm, I had to be vanilla, but that I had to be everyone's flavor. And that's not sure.\
42:32 You don't. Cause here's the reality. If you build a business that is around your core value, uh, value proposition and your core self, then the ones that like you will.\
42:42 Come to you and the ones that don't, who cares? It doesn't matter. Stop worrying about the ones that aren't going to call you.\
42:48 Cause you know what, to be honest with you? If a price chopper reads my review and goes, well, it doesn't say anything about rates.\
42:55 I'm not going to call them. Good ratings. Don't call me. Cause you know what, I'd rather you knock. not go.\
42:58 Call me. Then I lose you at the 11th hour in condition management. Cause someone came to the, to the table at the last minute and bought the rate down and then lost the transaction.\
43:06 Even my screening process is changing cause I'm not interested in these customers. At the end of the day, you want to be in an advisory relationship where you're the core guy.\
43:14 And redefining a more compelling volume proposition changes the game completely. Thank you. Uhm, you know, here's a piece, uh, let's, let's go to verse Tilly.\
43:28 I can handle complex mortgage situations. We're good for you. What the hell is that mean? Where's the hook? Right? I help clients with unique financial situations find, uh, a way to get approved because I.\
43:38 Bye. As an independent broker, I have access to dozens of lenders who specialize in nontraditional income, self-employment, and credit challenges that big banks can't handle.\
43:47 That's your because framework of reframing how you sell your value proposition. position. Does that make sense? Now that's, uh, the client value proposition and there's a bunch more.\
44:03 Or I put together a whole bunch of stuff, but I wanted to give you some framework on that. Now, do you guys have any questions about that?\
44:11 Sorry. Nope. Nope. Thank Does it, does it re-sheet how you think of things? Thanks. Well, there's opportunities everywhere, right? So we kind of have to keep our eyes open and eyes peeled.\
44:32 100%! And you know what? It's not just about that transaction. Like, I can't begin to tell you what I've lost clients and got a five-star review out of it.\
44:42 Cause here's what I know. And I finished a conversation with, was there a value in this discussion? Did you find value in the- I said I gave you cuz- use a reality.\
44:53 If you know you're losing a move- So I'm getting a bit of an echo here, but- If you know you're losing a move- .\
44:59 . . . from against competition and someone else. My job? I wanna cause maximum pain to the guy trying to steal the- damn deal away from me.\
45:09 Show hands on anybody who wants to cause maximum pain to that RBC Mortgage Specialist who's trying to solve your deal.\
45:15 Me, me, everybody, yeah, let's like, please. So I've been like, hey, I'm gonna send you an email. And I'm gonna tell you that I'm gonna give you this.\
45:23 And you're gonna take this email, and you're gonna go back to your specialist. And you're gonna use it a camera negotiating to get yourself better deal.\
45:30 Cause I'm gonna tell you, it's pretty- But I know there's a deal in the market. You don't qualify for it.\
45:35 I technically can offer it. But use it. You can even tell them who the bank is. Hell. Even use my name.\
45:41 Like, I can offer you a 359M Meridian, but if you're leaving TV and that's a collateral charge, it's not an even if it was ensuring- it's collateral, I can't move it to Meridian, but they don't know that.\
45:52 I know that. So take the Meridian offer, go back to your RBC- and I cause them pain. And they go back and negotiate and they get the better deal.\
46:00 You know you're losing already. So I'm like, okay, well, I'll- I'm gonna turn it into a win. So by the time they come back to me, they're like, holy cow, it's exactly like you said.\
46:09 They went back. They put it together. And whether it's 5 basis points, 10 basis points, 2 basis points, who cares?\
46:18 I quantify my value. And my value was the advice that I gave you, which gave you the ability to get that better deal.\
46:26 So. So, With all the respect, was there a value in you talking to me? No one says no. They all say yes.\
46:34 Well, if you could take f- Three minutes. And I said, listen. To be honest with you, against my own financially vested interest, I see these words all the time.\
46:44 I'm going to recommend that you take that RBCL because of blah, blah, blah, blah, blah. Maybe it used to be a principal residence.\
46:50 It's now to rental and we- No, we're not going to be able to win it, but blah, blah, blah. Hey, do this.\
46:56 And they get that better to you. People call me because they want good- advice because people that work with me refer me because of that.\
47:04 If you were a benefactor of my advice, I would love it if you think three minutes- to write me a recommendation, because I'm gonna tell you this.\
47:12 I'm in a business of relationships, and although I'm paid on transaction. action. The loyalty I earned by the advice that I give to my customers is what makes my business grow.\
47:22 So, if you feel, You that my advices have given you tangible value in your negotiations, I would really appreciate it.\
47:29 Two things. Write me a google review. You and share my contact with friends and fans. Can you do that for me?\
47:36 No one says no. No one says no. They all do. Thank you. Why can't you do it? No one says you can.\
47:45 Every loss turns into an opportunity for me. you I've had referrals from people I've never done a deal with that I've made money on the referrals because the transaction sometimes you win sometimes.\
47:56 time. you lose all I've had deals I've lost where on renewal they're still coming back to which means there must have been something that I did that made them feel good about that.\
48:04 I'll try. So I carved 45 minutes. I always leave a buffer. I'm, Umm, I can take 15 more minutes and go into the referral source value proposition, or I can put that on the next call.\
48:19 Show of hands. Do it now or go on to the next call. Who wants to do it now? No. Alright, fair enough.\
48:32 So 45 minutes is up. We'll do on the next call the referral value. Bye. Uh, referral source value proposition where we get into the weeds on that.\
48:40 Any other questions about what we talked about? I think today was a great intro. Yeah, right, yeah. Let's get storytelling, by the way.\
48:47 I think, and that's why I'm not putting my hand up because I think you gave enough content to- kind of sit on it.\
48:53 It was good. Good. Well, I appreciate it. Juice? Yeah, it was good. Good. And, uh, just, like I told you, just, uh, re-bringing back old things that you forget about over- time, right?\
49:10 You get into a different train of thought for a while and then you lose old ways that were always effective.\
49:15 I'd like to, 100%. So, yeah. 100%. Um, one thing I want to show you, and I go to last week and I pull the, What's up, and this is just a visual.\
49:25 I track on the right-hand side here, just so you can see. I track how many hours I invest. Into what type of activity, and I literally do it.\
49:33 Like every week, I can go week by week, and you'll see. Week by week, I track it. time I spend in management, deal administration, hunting, and this is what determines whether or not I'm gonna make money in the future.\
49:46 Thank you for your attention. And I want to focus on, and it's gonna be some weeks as management, some weeks as hunting, but I put focus on hunting.\
49:54 Any conversation? Any conversation with a referral source? Any face-to-face meeting with a client with a referral source? That's hunting. Something.\
50:03 I classify that as hunting, and I track how much hunting I did that week. And if I don't do enough of it, I look back and go.\
50:10 I wasted my week last week. But I make a point of color coding. Some weeks, I don't do enough on social.\
50:16 Some weeks, I do some. But my priorities, It's gonna be the management and hunting. These are the things that I focus on.\
50:23 And it's all there. You can do it. It's a free tool. It's available in your Google Calendar. This is probably one of the simplest tips I could give you that has helped me gain control over my week and my days and my time.\
50:35 Because what gets measured gets done. I don't see me, uh, my name in here, Darren. You're under management, There's been a hell of a.\
50:43 I love you that much. But I'll start. We need to talk because you didn't answer my questions. U.S. Is this about deals?\
50:54 Yeah, after we finished here, two of us need to talk. And don't worry, guys. I'll see next time. The same way I pull all of you up, I pull him up, too.\
51:03 All the time. My ear hurts. Like, I feel like just pulling my ears all the time. Thank much. Anyways, okay, folks.\
51:08 Listen, I appreciate your time. And, uh, we'll do more deep diving next week. All right. Thanks, Steve. I'll see you later.\
51:14 I'll serve. All right, alert.}

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\outl0\strokewidth0 \strokec2 00:00 Now that we've taught you the importance of understanding influence, it's a good idea for us to go through and maybe do some illustrations on different types of clients to understand the impact of the three layers of filtration on your influence.\
00:15 And again, those layers of influence, uh, are your influence over them, their respective, uh, influence over their network, and their, uh, social media reach and influence.\
00:26 And then we're going to overlay that, with the client and where applicable, referral source relationship progression rating as well, to see what we can do in this combination of rank to be able to effectively develop next steps or actions.\
00:40 Action items to, uh, maximize the potential available in each of these respective scenarios. So scenario one, we focus on a client relationship where we've got deep loyalty, but limited reach.\
00:52 So our ranking on this is we've got a five out of five influence over them as far as their, uh, our ability to influence them in the transaction.\
01:00 But when we take a look at how influential they are in the context of their relationships, they're at a two out of five.\
01:06 So they have a small personal network and aren't necessarily super well connected. And then when we overlay that with the reach as far as social is concerned, we don't really have a very meaningful online presence.\
01:18 That doesn't mean there isn't an opportunity here. The key is to figure out how do we lever something of this nature?\
01:24 So this is a customer and we're at a level three with this customer where we've got an approval. We haven't necessarily funded a deal just yet.\
01:30 So key on, as far as the overview and insights concerned, this is really a maximum personal trust type of relationship with not a ton of opportunity to refer.\
01:39 You know, this person will say wonderful things about you in a small audience. Uh, the, and what we don't want to do is we don't want to over invest time expecting massive referral volumes from a relationship of this nature.\
01:50 So the play here is getting this customer from kind of an approval to a single funding and from a single funding get them to either come back to us or refer us to a friend or a family member.\
02:00 Because the loyalty is essentially there, but we've got a small network. So what do we do as far as recommended actions and concerns?\
02:07 Well, you can't treat them as a high, uh, priority referral source. Uh, that's not their true value. Uh, their value is just that personal loyalty and that, uh, migration on the, uh, migration, uh, along that relationship spectrum where we want to get them to that VIP status where we've done a deal and\
02:24 they come back and refer us to someone else. So we're going to move them effectively from level three to level four of funding, where we get paid and we transact, staying proactively present throughout the entire closing process.\
02:34 After the funding, we want to obviously have some checking points, you know, 30, 90, whatever. 180 days post funding. Uh, we really want to try to migrate this relationship to a level five customer, uh, with a consistent care after we close the deal, ask them for a Google review and testimonial.\
02:54 That's going to help you lever sort of their experience and your influence over them, uh, because being able to lever that Google review and getting it onto some sort of a structured platform is going to give you that, uh, validate, uh, that validation as a professional, being a high authentic, high \
03:12 integrity professional, and being able to help you with other customers as well. Flag them as a warm introduction source. Because you have such significant, uh, influence over them, even if they have a small network, uh, they may have a few people that they know, uh, and that's going to help you kind\
03:29 of lever this strong relationship with limited influence and be intelligent about your strategy in approaching a contact of this nature.\
03:38 Let's pop over to Scenario 2. So Scenario 2 is a referral source for B2C, uh, B2C, or sorry, B2B relationship.\
03:48 There's a massive upside here and we haven't really earned it yet. So in this particular case, we're going to rank them based on our three core influencing factors.\
03:57 So we have little influence over this individual. So we're at a two out of five. They know your exist and you're one of several people that they may be acquainted with.\
04:07 However, when we assess them as an individual, we can see that they're a major player and have a lot of influence as far as potential is concerned for transactions.\
04:15 So that's something really to be mindful of. And then we want to audit their social. And I talk about LinkedIn here, but we don't have to limit it to LinkedIn.\
04:21 We can look at LinkedIn. We can look at Instagram, Twitter. We can look at TikTok. We have to play where they play.\
04:28 We have to take a look at what their influence levels are, and it's good for us to do a full social audit to determine that.\
04:34 Now as far as their relationship grading is concerned, they're not just a prospect. They're at the trial level because they're as they've sent us one referral.\
04:42 But keep in mind, we really haven't converted anything yet. So what are the key insights in this particular transaction? Well, this is a high upside contact.\
04:51 On level two, essentially what we're trying to do is we're trying to get those partners to that exclusive level, which doesn't happen overnight.\
04:59 But at two out of five, your influence is a ceiling. So we've got to take a look at what do we got to do to be able to increase our stock and our value and our level of influence over this particular individual.\
05:11 They've chosen you, but they haven't really sampled you yet. You haven't done a full cycle conversion yet. So until your score climbs, you're going to be limited with opportunity.\
05:19 They could be the greatest thing in the world. But if you don't have that influence, if they don't have that trust, we can't progress that relationship.\
05:25 So what are we going to focus on here? Well, we're going to make the trial experience absolutely exceptional on someone like this who's got high influence.\
05:33 We want to make sure that first experience is an absolutely incredible experience for them as a referral source and the customers that we're servicing.\
05:41 So speed, communication, the outcome are absolutely paramount. So their level two sort of progression rises or stalls entirely based on how we handle this transaction so it's really important that we deliver exceptional service here.\
05:55 Engage with their social media content genuinely and consistently you know a like is ignored but a thoughtful comment builds recognition.\
06:04 So you want to be intelligent about your engagement with them on the various platforms that where they operate. Send non-sales value touches, educational content, share something useful for their clients and or their business.\
06:19 It doesn't always have to be about mortgage. You want to have sincere engagement with this individual and you want to show that you're not just a one-trick pony.\
06:25 Education is incredibly phenomenal. I talk about the importance of financial literacy so you can show that you are an expert and you're delivering beyond the means in the context and confines of just a mortgage transaction.\
06:37 That's the kind of stuff that's going to help you cement that relationship. The first deal closes, look for a debrief coffee.\
06:43 Ask, you know, how was the experience working together? And this essentially signals a sign of accountability on your part. Creative value exchange.\
06:52 You know, when I say my client's looking for a home, you'll be the first call. Reciprocity is absolutely paramount and, you know, accelerates trust.\
07:02 Fundamentally, when we're working with referral sources, our core objectives in kind of the greater context is to make sure we save them money, save them time, and make them money.\
07:11 Focus on being a good, valued business partner. Take the time to understand their business. Take the time to understand how they generate leads, and try to deliver value that's going to complement their current strategy.\
07:25 So scenario three. Scenario three is a dual client and realtor or referral source, or they're both a consumer, a B2C, and they're also a B2B.\
07:36 They represent a great opportunity as far as business development as a partner is concerned. So this is someone who you can have a four out of five influence over them, so they've got a strong trusting relationship with you, which is amazing.\
07:48 If we take a look at their network influence, they're a top producer. They have significant referral potential. And when we take a look at their social influence, you know, they've got some moderate presence and they're occasionally active on social media.\
08:00 So when we overlay that with who they are as far as our relationship progression is concerned, so as far as being a customer of yours, they're a single funding client.\
08:11 So they trusted you enough to do their personal deal with you. And as far as being a referral source is concerned, they've done a single cycle conversion.\
08:19 So you've done a single deal where you've essentially taken a transaction to a level of completion. So, this is really a strategic contact on every dimension here, both tracks.\
08:32 You know, we're essentially a mid to late journey from the customer side. You know, we're one step from becoming a VIP because we've done a transaction effectively.\
08:40 If they refer us another friend or family member or come back to do another transaction with us, they become a VIP client.\
08:47 And on the referral source side, you know, we've proven that they'll convert, but that hasn't become a reliable referral source yet, just yet.\
08:56 So, investing here has compounding returns. Every move you make serves both tracks simultaneously, both as a customer and as a referral source.\
09:05 So let's talk about some action items here. So on the customer track, we've done the single funding. We want to move to VIP and that entirely depends on how we manage experience after funding, be present, be memorable, be proactive after closing.\
09:20 Cause remember, the better the client experiences for them as a consumer of yours, the higher the probability your influence increases, you know, as you move to servicing their referral side of their portfolio.\
09:33 On the referral side, level three, obviously is a single funding to move to level four. You know, we have to be able to do that first convert a referral into a repeatable habit.\
09:42 As specifically, you know, do you have any other customers that you're currently working with that are looking to get pre-approval?\
09:47 I'd love to get them engaged early in the process, guarantee their rates, and help you shop with confidence. You want to be intelligent about your approach.\
09:54 You want to show them that you're engaged and involved and understand their business. So you essentially have to lever your concerns.\
10:00 So their experience as a customer to strengthen the relationship with them being a referral source. You could say something, something like, you know, you went through the process with me as a mortgage professional.\
10:12 You know exactly what kind of client your clients are going to experience because you've been a client of mine as well.\
10:17 Use their personal experience as social proof to lever that personal experience to fast track their potential refer to you as a referral source.\
10:27 Because they only have a 3 out of 5 social media engagement, is that really a driving force behind their strategy?\
10:36 They're a 3 out of 5, not a 5 out of 5, so don't over-invest in their social engagement. But be present enough to stay at least top of mind.\
10:45 And you want to make sure that you're going to get them and be involved in a consistent rhythm as far as keeping in touch is concerned.\
10:52 So, you know, to be able to kind of go from like a single funding to, you know, a bench player to an exclusive partner, you're going to have to make sure that consistency is essentially there.\
11:03 So to move up this influence profile and have a formal, you know, relationship, you need to make sure that you are consistent in your execution.\
11:14 You know, you are delivering value beyond just the transaction. You understand their business and you want to integrate it. You want them into or integrate into their daily routines.\
11:25 And, you know, an opportunity of this nature is something that can really help boost and grow your business. In scenario four, we're talking just about referral source.\
11:36 So this is somebody who is a high trust relationship, but our partnership is stalled. So this person's ranked as a five out of five on the personal influence scale where you have a lot of influence over them.\
11:50 So they trust you completely, and they're a genuine friend. And if we take a look at, you know, their network influence, they're well-connected and they're respected professionally, which is amazing.\
12:00 But if we look at the source. Social media side of the equation, there's really no social presence whatsoever. Now, this person is essentially in the trial stages.\
12:08 So, you know, trust is absolutely going to be paramount here. And that's essentially the hardest part. This partnership is informal and has no engine behind it.\
12:18 One out of five in social media rules out the digital visibility strategy. This is a face-to-face conversation-based relationships without a system around it.\
12:29 your warm relationship is essentially is going to stop. But that doesn't mean that just because they don't have a social reach and they're not active on social media, they're not good at what they do.\
12:38 They could be an old world realtor, but they have to heavily rely on relationships and that doesn't necessarily play out sort of on online platforms, but they still represent great opportunity for referrals for you.\
12:49 So the problem in this particular factor here isn't necessarily their trust of you. It really is a structural problem. We got to understand the business more than anything.\
13:01 You got to book an in-person meeting, whether it's coffee or lunch, not to necessarily just ask for referrals, but to reconnect on what's happening in their business.\
13:09 it's quite possible their business may have stalled, especially given today's circumstances and market conditions. During that meeting, ask direct questions.\
13:15 You know, when you're working with clients who need mortgages, what does that look like for you? Do you have someone that you consistently effectively turn to?\
13:24 Now, remember, we have a lot of high influence personally on this individual and they are an influential person as far as their reach is concerned, but we got to figure out what their process looks like.\
13:35 Is there a way that we can coach this potential referral source to get involved or engaged in the referral process so that we can turn back around and integrate ourself into their process?\
13:47 The other thing to be mindful of in this particular engagement is this. Just because you're friends with somebody and you have a really good relationship with them at the friend level, it's equally important to remember that you need to redefine your relationship.\
14:00 And what I mean by that is this, just because we're friends on a personal level, doesn't mean I'm a perfect fit on a professional level.\
14:08 So you need to redefine your relationship in the context of being a mortgage originator and more importantly, a valuable business partner that can add value to their business.\
14:17 But you can't add value to something you don't understand. Taking the time to make sure that you understand their strategy, you understand, um, you know, how much business they do, how they do their business, how they manage their database and their existing relationships will give you key customized\
14:36 strategies to be able to better integrate yourself into their business and in their in being a good business partner. And I think that's really, really important to understand.\
14:48 Propose a simple, explicit partnership structure. Here's what I can do for your clients. Here's what you'll do when it comes up.\
14:55 Informal friendship needs to become a formal, active moment. You can't just bank on the fact that you're friends with somebody and they like you and you get along well.\
15:05 When you're redefining your relationship as a professional, you need to call that out. You You need to define your value proposition.\
15:11 You need to take the time to understand their business and come up with a mutually beneficial sort of engagement strategy to be able to not only help them capitalize but grow their business as well.\
15:22 But you need to effectively define that value. Create a specific value exchange. You know, given their 4 out of 5 personal influence but no social presence, they operate offline.\
15:32 Ask them what they need for their business and deliver it. Set out 6-week follow-up cadences, phone and coffee. Enough to stay present, not so much that it feels like you're pressuring them.\
15:43 Progression will happen throughout proximity, not digital. This is someone who's a bit of an old school sort of of an operator, but that doesn't mean that their reach is not there.\
15:55 You need to understand how they execute the strategy. You need to learn how to migrate that personal relationship. That personal influence to professional relationship where you've established your credibility, your trust, your likability so that you can progress through your trial and move through single\
16:10 conversion and become that bench player and ultimately that exclusive relationship. So our fifth scenario is where we have a new lead, but the network potential with this individual is significant.\
16:27 So they're a consumer with a great opportunity, but because of their reach, they've got great potential to be just so much more than that.\
16:34 So your influence with this individual is very, very limited. They've just entered your world and you're effectively unknown to them.\
16:40 But they're when we take a look at how influential they are, they're professionally connected and very well regarded. And when you overlay that with the social media influence, they're an active creator with strong local audience.\
16:53 That's a great, uh, indicator that they could be highly influential in creating opportunities for you. However, they are a consumer and on the B2C, uh, client sort of progression relationship stages, they're just elite.\
17:06 That's all they are. So your low influence score is the only thing limiting you as far as your potential with this contact is concerned.\
17:13 Their network and social scores mean that the person is capable of sending significant volumes once the trust is earned. The mistake is rushing through the B2C or that customer journey to close a mortgage when the bigger play is building the relationship.\
17:27 The relationship should be the core here. Don't chase the paycheck. Look at solidifying that relationship. I can't begin to tell you how many times I've had opportunities presented to me where I didn't capitalize on a sale, but I gave good advice and I focused on the priority of the relationship.\
17:44 A lot of times when I'm having a discussion with someone and they've come to me for financial advice and I assess their financial situation and realize that perhaps staying with the institution they're with, doing a renewal, doing a port, not necessarily coming to me, that kind of transparency, that \
18:00 kind of clear financial advice shows and really fast tracks credibility. One of the biggest things I say in those particular engagements is contrary to my financially vested interests, and I have no financial benefit from telling you to go back to your bank and do that port or do that renewal, I believe\
18:23 the best thing you could do under the circumstances is stay with your institution, do the renewal with them, do the port with them.\
18:29 And when they can see that you're not, your actions aren't governed by your own self-interest and your willingness to get paid, and you put more effort and emphasis into the relationship, and a lot of times, when I'm having that discussion with them, what I'll say is, uh, you know, listen, uh, although\
18:45 I'm a commissioned professional and I get paid to transact, I'm in a long term here. I'm in it for the relationships.\
18:51 And even if we don't transact today, if there's value in the advice that I'm giving you, showing you that my actions aren't guided by commissions and self-interest, but the importance of the relationship, because I know this, that when I take care of people, people will take care of me.\
19:06 That kind of, uh, expectation setting goes a long way. The other thing sometimes that will interject or drop into that discussion is this.\
19:14 Here's what I know, more than anything. That if I do right by people, people will do right by me. So, even though I'm not getting paid on this transaction, I hope that the impartial advice that I've given you demonstrates my willingness to help people.\
19:26 So in your journey, as you come across friends or family members who are looking for advice, I hope that you think of me first to refer them for a second opinion, things like that make such a huge difference in cementing that relationship.\
19:37 And for someone who's a professional with a high degree reach, as far as network is concerned, and great visibility and reach in social media, those represent great opportunities for you.\
19:46 So what actions can we take with someone like that? Well, don't leave with the mortgage. you know, you're pushing towards an application, which is essentially a level two, before the relationship is built, will feel very transactional, damage your future potential for influence.\
20:01 The relationship really should be the key. This is a long play. Focus first interactions entirely on being useful, answer questions thoroughly, offer resources that they didn't ask for, and show care before they sign anything.\
20:15 Very important. Engage their social content meaningfully, thoughtful engagement on posts, build some familiarity on their platform, and is visible to their network.\
20:27 because obviously they're very influential as far as our network is concerned. And once you essentially close that transaction level and the deal is progressing, sort of from a lead to an application, you know, then and then you're, uh, fulfilling, uh, their mortgage needs.\
20:44 Then you can look at kind of that dual conversions, uh, uh, dual role conversation naturally where, you know, are any of your contacts thinking about becoming home, uh, you know, buying a home or refinance, or do you think anybody in your network could benefit from my services?\
20:58 When you've delivered, uh, sound financial advice that's given them a financial or competitive advantage, um, especially in those situations where you weren't necessarily getting paid, but you're being impartial and you're giving them sound financial advice.\
21:11 you're essentially establishing yourself as a professional and you're earning that opportunity for that referral. But don't just assume. Drop in those seeds.\
21:18 Like I just gave you a couple examples of how you can actually get people ask them to kind of, uh, be able to add, uh, to advocate for you.\
21:24 So many times I've had opportunities where I've spoken with a lead of this nature that are highly influential, where I've taken care of, or I've done the transaction where they come back and go, wow, I'm, I'm really blown away by the fact that you're actually willing to, um, you know, um, give me advice\
21:39 that's, that's contrary to your, uh, you know, your financial objectives where you're not making many, any money on that transaction.\
21:44 So, you know, those are very, very powerful moments, that level of, uh, you validation that that customer is giving back to you is an opportunity, it's a moment of power.\
21:53 At that particular moment is a great moment to be able to ask for something. And my asks in those moments typically are, hey, you know what?\
22:01 I'd love for you to pay it forward. You know, if you come across anybody in your personal professional network that you think could benefit from my, uh, my services, I'd love for you to refer my name out there, um, and, and, uh, share my contact details with them.\
22:13 Beyond that, if you're not asking for that, what you could say is, hey, you know what, if you saw value in our discussion and you felt that as a professional, um, this discussion put you in a better financial position, I'd love for you to perhaps go on Google and write me a Google review, just, you know\
22:27 , capturing the essence of the value that you just, you know, you just shared with me right now. Again, if they're highly connected in their social, whether it's gonna be LinkedIn or again, TikTok or Twitter or Instagram or whatever the case may be.\
22:41 Having a referral, uh, or a Google review from, from a highly influential person of that nature could be, uh, a great opportunity for social proof and validation, uh, you know, as you sort of help penetrate their network, very, very, very important as we get involved with these people is that we do follow\
22:59 them on their platforms. One of my best practices in leveraging these types of relationships is that when, uh, especially high influential people of this nature give me a thing like a Google review, I make sure that I capture those Google reviews in a nice illustrated sort of a social media piece that\
23:16 I cascade throughout my social network. And obviously if these people have given that feedback. That great review and they're connected with you as well, um, and they like that their network's going to see them engaging with you and that social proof validation piece, when they like, or comment on that\
23:32 review that you posted on sort of your platform or share it will disseminate through their network as well, helping you further penetrate their, um, social network and levering their influence over these individuals.\
23:45 You know, it's very, very important to understand kind of where we're at in the spectrum as far as these people are concerned.\
23:52 And you need to essentially track your influence scores and activity, like you've got to make sure you're being progressive and you're making sure that you're grading these relationships and you're moving along that, you know, that relationship spectrum.\
24:02 So at a three out of five, you know, you're beginning to explore referral, uh, uh, conversion opportunities at four to five, you know, we're effectively proposing a formal partnership, referral partnership, and bringing them into a B2B type of relationship.\
24:16 And when it comes to B2B or referral source relationship, don't let what people do for a living limit their influence or potential for you.\
24:24 Some of my most influential customers weren't necessarily real estate agents or or accountants or financial planners and lawyers. I remember one customer that I had who owned a coffee shop and he was a gentleman of a particular ethnic background.\
24:42 And, uh, and I would, I would visit his restaurant all the time. And, uh, what was interesting was that, um, a lot of trades people kind of when the weather was bad would go to have lunch there cause he had very reasonable prices.\
24:54 And, uh, if it was raining, uh, I would show up at this restaurant. This guy had my business cards at his restaurant.\
25:00 And I'm not even kidding when I say when I'd walked in, he'd basically look at all these people and say, hey guys, this is my mortgage guy.\
25:05 If anyone's ever looking for a mortgage, this is the guy to call. His business cards are over there by the counter.\
25:10 Restaurant owner. Who would have thought that a restaurant owner would have had that level of influence and would be that assertive in their advocacy of your brand.\
25:21 So, thank you. So don't let what people do for a living limit their potential. You need to make sure that you're, you're grading them on this sort of a, uh, uh, three pronged, uh, influence structure to be able to lever them in creating opportunities for yourself.\
25:35 So I think that's really, really important, but this helps you have a much more, um, thorough understanding by demonstrating, uh, the, uh, three levels of influence across five different scenarios, how to effectively grade the importance of tracking your relationship progression, whether they're a client\
25:55 or a referral source on that five-point system, to recognize that it's not just about the mechanics and the mathematics of a individual score, but understanding the, the codependence or the interdependence between your influence, their level of influence over others, and how like, how they play in the\
26:11 social media and online platforms to be able to effectively formulate strategies to create opportunities and capitalize every single time.}

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\outl0\strokewidth0 \strokec2 0:00 This might sound clich\'e9, but it's absolutely true. What gets measured, gets done. It's very important to remember that as you engage people and bring them into your business, you need to be able to not only track all that information in some sort of an organized platform, like a client relationship software\
0:18 , but also grade the effectiveness of where you're at in your sales cycle with each of your leads and customers. And I think it's going to be important to make sure that you're tracking where you're at with people because ultimately, every step that we have in a client sales cycle is going to determine\
0:36 what we need to do to get them kind of along that relationship spectrum. So, thank you. This specifically focuses on end-users, so clients, also referred to as sort of B2C or business-to-consumer type of relationships.\
0:49 These are the people that are going to be customers that are going to be coming to you to transact. So, everybody obviously starts as a lead, so we start with number one.\
0:57 Once you've got contact information for somebody, effectively what you should be doing is capturing that information in some sort of a CRM platform where you capture all the relevant data and information in your platform, but you also grade them as level one.\
1:11 Remember that in our core objectives, once we are given a lead, our objective is to make sure that we are, we determine our credibility, our trustworthiness.\
1:20 and focus on our likability because establishing our credibility and our trustworthiness is ultimately what's going to lead to them wanting to at least try our business.\
1:30 So, the objective is once we've got the lead, we want to bridge that gap through credibility, trust, and likability to get them to complete an application.\
1:37 At the stage where an application is completed, we're going through this trial process where they've trusted in us enough to give us all their pertinent financial details so we can go through this application and assessment exercise.\
1:51 Once we bridge through the application and assessment, the objective is to be able to present them with a viable solution, migrating the relationship from Level 2 application to Level 3.\
2:00 Approving a viable solution, that's where we effectively present the advice back to the customer to show them that we are capable of not only assessing but finding a solution that is customized and fit to their personal financial needs.\
2:14 Once we've secured the approval and we're sitting in Stage 3, the objective then is to identify all of the pertinent conditions, satisfy the conditions so that we can migrate and complete a full sales cycle with that particular customer.\
2:28 The objective then is to migrate over to level 4, a single funding customer. The objective then as we go through and we bring clients from lead to application to approval to single funding, is really to find a focus on an incredible client experience.\
2:43 You want to make sure that they walk away a raving fan, because I've seen many agents get the customer to the point where they funded the file, but if the experience was terrible, you may have gotten paid, but you're not going to be able to lever that relationship to get them to come back to you and \
2:58 or refer you to friends and family members. So as you complete level 4, which is that single funding, you really need to do a post audit.\
3:06 You need to make sure that you've had a great client experience. You want to do an audit of transaction to make sure that you have captured the client, you've put them into your CRM database, you're going to have relevant touch points leading up to the funding, but post-funding that you're staying in\
3:20 the touch with them as well. The other thing that you want to focus on and ask for very important, you can't apply this, you've got to make it happen.\
3:27 You want to ask them for a review of some sort, whether it's going to be on Google, on LinkedIn, or another review platform of your choice.\
3:33 You want to capture the essence of that relationship, really focusing on giving them a five-star experience. But beyond that, not just the review, you also want to ask to be referred to friends and family members, because the only way you're going to migrate from level 4, which as a single funding client\
3:48 to turn them into a level five, which is that real VIP customer, where the client comes back to you again in the future and refers you to friend and family members, you have to make sure that you're understanding where you're at, you're doing a post-funding.\
4:00 You're-funding audit on that customer to make sure the experience was fantastic. You're going to make sure that the client's going to give you a review, and you want to ask for that referral to a friend, family member, or colleague.\
4:09 And ultimately, when you get that client to that level five, whether a repeat client, and they're referring you to friends and family members, that's the customer that you want to spend money on.\
4:18 Your objective then with everyone that you engage with was to take them from that lead stage in stage one and migrate them and bring them all the way up to stage five.\
4:27 So if you're tracking your leads and organizing this information into a CRM platform, when that customer calls you in the future, it's as simple as pulling up the profile, taking a look at where they are on the spectrum, and then figuring out what step needs to be taken.\
4:40 To get them to that next level. So what gets measured gets done. Very important that you track all your leads and you migrate them to this client experience with the core objective of getting that customer to level five.}

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\outl0\strokewidth0 \strokec2 0:00 So we talked about the importance of grading your relationships as it relates to clients. Even more important is your ability to grade your relationships as it relates to referral sources.\
0:11 So we created a similar five-point rating scale as far as referral sources are concerned and we want to go through an understanding kind of where you stand as far as your, um, referral sources are concerned.\
0:22 And I mean, it doesn't really matter vocation, whether you're talking about accountant, financial planner, realtor, lawyer, um, every single person who who's a professional in this B2B or business to business type of relationship still needs to be graded.\
0:35 Cause it goes back to that whole saying again about what gets measured gets done. Anybody. Who's going to be referred over to essentially is a prospect, which is a level one.\
0:46 This is where we're just gathering information about the individual. Ideal. It should be a warm lead. And if it's not a warm lead, it's a cold lead.\
0:52 We need to do a lot more research on the individual to understand who they are, how they do business and what kind of an opportunity they represent coming to the table now to migrate over from prospect to trial, we need to go through that sort of dating period where we identify the individual in question\
1:08 , we're going to be approaching them with our value proposition once we've done our homework. And this goes back to obviously that three fundamental pillars in any relationship, credibility, trust, and likability.\
1:20 So by profiling ourselves, who we are, levering the people around us for a warm introduction, and then using social media and other platforms like LinkedIn, websites, and so forth to establish our credibility, our objective is to get them to give us a try.\
1:36 So a single client referral effectively brings us to the level we're being tried. We want to be very careful, obviously, at the stage, because that trial is going to be a reflection on the individual who's referring you.\
1:48 So it's gonna be a test case. It may not be an easy deal. It may be a difficult deal. How we handle that experience makes a huge difference.\
1:56 So we need to monitor the experience, set realistic expectations. Have very strong communication, not only with the individual that they referred to us, as far as the end-user is concerned, but making sure that we're following up with the partner who's effectively referred that client to us as well.\
2:13 So as we migrate through trial, to move to level three, which is essentially one cycle conversion, is where we've been referred a customer, we've gone through the process, we've completed a full sales cycle, and at that point, we've completed one full client journey.\
2:29 Communication is absolutely key here. So, one, we want to make sure that we're delivering exceptional service as far as the customer that is referred to us, but at the same time maintaining a very high level of communication with the individual to keep them involved in that process.\
2:47 Just because we've completed a cycle with a referral source, doesn't necessarily mean they're going to come back to us. So, once we've completed that one cycle, we want to make sure that we've had a really good process, as far as the management of that customer is concerned, we've maintained a high level\
3:03 of communication with the referring partner, and what we're trying to do is then bridge to that potential second deal. If you've done a good job, then you're gonna earn an opportunity to get that next transaction as well.\
3:15 So if we've done a good job, we've migrated through, what we're gonna effectively do is if we've got that second referral, effectively what we've become is a bench player.\
3:25 Now, my objective as a professional isn't necessarily just to be someone's bench player, but you've got to start somewhere. Once you've gotten the lead, you've migrated through, you've completed the sale, then we want to earn the opportunity for that next referral.\
3:39 That second referral means that we've done a good enough job to get that repeat business and now we're on the bench.\
3:44 We may be just their broker, Maybe they have other people that they're working with. But in this bench player sort of phase, we need to know who we are to this particular referral source, right?\
3:55 We want to make sure that we're delivering and we want to make sure that we're on the, we're going up sort of that spectrum and that pecking order of people they effectively work with.\
4:04 So reality is this, is just because you showed up and started speaking to somebody doesn't mean they're going to dump the people they're working with.\
4:11 So you need to be reasonable in your expectations. So the objective is to identify the individuals, move to the trial process, complete that first cycle, execute with excellence, giving that customer a great experience, and then move into that bench player where they're considering you as one of the \
4:27 people they're going to work with. And the objective then is to not just become a bench player, but move to becoming a starter.\
4:34 The more times you transact with somebody and fundamentally deliver value and focus on not just being a player, the individual who takes care of the mortgage transaction, but fundamentally delivering value to the partners you're doing business with.\
4:47 When I look at who I am and what I do for my referral source partners, my objective is threefold. So I want to be able to make sure that I am saving them money, saving them time, and making them money.\
4:59 If you focus on those fundamental pillars and deliver to those things, then it's going to be difficult for others to compete against you.\
5:06 So you really need to make sure that you're earning that trust, you're getting back into becoming a part of their business.\
5:14 But the better you understand their business, and the more customized your value proposition is relative to how they execute their strategy, the higher up the rung you are in that relationship as far as the bench is concerned.\
5:30 And the objective is to be the starter and ultimately move to that level five, which is exclusive or ROFR, which is writer first refusal.\
5:40 You want to be the guy or gal that gets the first opportunity always. And that's going to come through, obviously, experience and consistency of your execution.\
5:50 But that's ultimately the relationship spectrum as it relates to your referral sources. So before you can be exclusive with anybody, you've got to identify them, you've got to give them, give you an opportunity.\
6:03 You've got to complete a cycle. You've got to make sure it's an exceptional cycle. And once you move past that first cycle, you're going to ask for that repeat business.\
6:10 You're going to become a bench player. And from bench player, you want to move to becoming that exclusive partner. Some of your relationships may never actually get to that exclusive writer first refusal type relationships.\
6:21 That doesn't mean you're a failure. It just means that you have to understand the dynamics of their business and you have to figure out where you've fallen to as far as that spectrum is concerned.\
6:31 But your objective always should be to try to migrate all your referral source relationships to the level where you are that exclusive relationship and you earned that demand.\
6:40 At the very least, the right of first refusal.}

MORTGAGE FUEL

10-Day Network Acceleration Intensive

Complete Training Curriculum (Revised)

Program Overview

This 10-day intensive transforms how mortgage professionals build and manage their referral networks. The program is structured around five core stages, spread across 10 days to allow for both learning and implementation.

The 5-Step Transformation Framework

Key Definitions

Value Proposition vs. Value Exchange Strategy

Value Proposition: Your universal "elevator pitch" — the core message about why clients or referral partners should work with you. Created once, used broadly across all interactions.

Value Exchange Strategy: A customized, partner-specific action plan that outlines what you'll give, what you'll receive, and how the partnership will operate. Created per-partner or per-partner-type.

The Three Rating Systems

This program uses three distinct systems for different purposes. Understanding when and how to use each is critical to your success.

System 1: The 5x Influence Scale (Day 1-2)

Purpose: Initial network assessment — evaluating your existing contacts to identify who to prioritize.

What it measures: Three dimensions of influence potential, each rated 1-5:

Your Influence Over Them (1-5): How strong is your relationship? Will they take your call?

Their Network Influence (1-5): How connected are they? Do they know people who need mortgages?

Social Media Engagement (1-5): Are they active/influential online?

Output: A ranked list of 50+ contacts with priority targets identified.

System 2: Partnership Production Tiers (Day 7-8)

Purpose: Qualifying and prioritizing potential referral partners based on their business volume.

System 3: Tier A/B/C + 5-Stage Relationship Progression (Day 9-10)

Purpose: Ongoing relationship management — tracking and advancing your active partnerships over time.

Tier (Value/Volume) determines contact frequency:

Tier A (Core): Top 10%, highest producers — Monthly contact

Tier B (Builders): Mid-level, consistent — Quarterly contact

Tier C (Network): Low volume, transactional — Twice yearly contact

Stage (Relationship Maturity) determines action type:

Complete 10-Day Schedule

STAGE 1: THE IGNITION & BLUEPRINT (Days 1-4)

Day 1: Network Assessment & Influence Mapping — Pre-Work

Focus: Learning the 5x Influence Scale and grading your network.

Video Lesson (20 min): "The 5x Influence Scale Explained"

Workbook: Network Assessment & Influence Mapping Workbook

Assignment: Grade at least 50 contacts using the 5x Influence Scale; identify Top 10 Strategic Contacts and 3 High-Leverage Targets

Day 2: Network Assessment — Live Application

Focus: Validation, coaching, and peer feedback on network assessment.

Live Coaching Call (60 min): Success story, live demonstration, role-playing exercises, peer feedback

Templates Provided: Network Influence Grading Spreadsheet, Contact Categorization Worksheet, "Hidden Gem" Relationship Identifier

Day 3: Dual Value Proposition Workshop — Pre-Work

Focus: Learning and drafting your Client and Referral Partner Value Propositions.

Video Lesson (18 min): "The Two Value Propositions Every Mortgage Pro Needs"

Workbooks: Client Value Proposition Builder, Referral Partner Value Proposition Builder, Competitive Differentiation Worksheet

Assignment: Complete both value proposition drafts; test your client value proposition with 2 past clients

Day 4: Value Proposition — Live Critique

Focus: Presenting, refining, and perfecting your value propositions.

Live Coaching Call (60 min): Case study analysis of 3 agents hitting $10K/month, live critique session, Q&A

Role-Playing: Present your value propositions in 30 seconds; practice "the because" technique

STAGE 2: FULL THROTTLE OUTREACH (Days 5-8)

Day 5: Past Client Re-Engagement System — Pre-Work

Focus: Learning the 3-Tier Re-Engagement Strategy and preparing outreach.

Video Lesson (17 min): "The 3-Tier Past Client Re-Engagement Strategy"

Video Lesson 2a: "The Database Reactivation Letter" (for all agents)

Video Lesson 2b (Optional): "Intro Letter for Bankers and Mortgage Specialists" (for agents transitioning from institutions)

Workbooks: Past Client Re-Engagement Workbook, Database Reactivation Letter Workbook, Intro Letter for Bankers & Specialists Workbook

Day 6: Past Client Re-Engagement — Execution

Focus: Live coaching, objection handling, and deployment of re-engagement messages.

Live Coaching Call (60 min): Psychology of re-engagement, live script demonstration, objection handling practice

Assignment: Identify 20 past clients across all three tiers; send 10 re-engagement messages; schedule 5 follow-up calls

Day 7: Referral Partner Strategy — Part 1

Focus: Learning the 9 Partner Types and selecting your targets.

Video Lesson (19 min): "The Personalized Referral Partner Action Plan"

The 9 Partner Types: 

1. Realtors  |  2. Real Estate Lawyers  |  3. Financial Planners & Insurance Advisors

4. Home & Auto Insurance Agents  |  5. Accountants & Bookkeepers  |  6. Home Inspectors

7. Bankers  |  8. Divorce Lawyers  |  9. Community & Civic Groups

Workbooks: Partner-specific workbooks for all 9 types

Day 8: Referral Partner Strategy — Part 2 & Outreach

Focus: Live partner analysis workshop and initiating outreach.

Live Coaching Call (60 min): Partner analysis workshop, pitch practice, handling "I already work with someone" objection

Templates: 9 Partner-Type Specific Outreach Scripts, Value Exchange Strategy Builder, "Coffee Meeting" Agenda Template

Assignment: Identify 15 potential partners across 3+ categories; send 10 outreach messages; schedule 3 coffee meetings

STAGE 3: THE HIGH-OCTANE NETWORK (Day 9)

⚠️ PLACEHOLDER — Content to be developed

Day 9: Nurturing Strategy & Social Media Positioning

Focus: Implementing a nurturing strategy to stay top-of-mind and building your authority through social media.

Video Lesson (Est. 15-20 min): [PLACEHOLDER] "The 3 Non-Sales Touches: Appreciation, Education, Connection"

Topics to Cover: 

- Building your content calendar without becoming a full-time marketer

- Platform selection: Where your partners actually spend time

- Social media profile optimization

Workbook Contents (To Develop): 

- Social media profile optimization checklist

- 30-day content calendar template

- Appreciation touch templates

- Education content ideas bank

- Connection touch scripts

Live Coaching Call Focus: Profile review, content batching strategies, social engagement challenge kickoff

Assignment: Optimize one social profile; schedule 5 value-driven posts; send 3 appreciation touches

STAGE 4 & 5: DIAGNOSTIC DASHBOARD & OVERDRIVE SYSTEM (Day 10)

⚠️ PLACEHOLDER — Content to be developed

Day 10: Relationship Lifecycle Management + Tracking + Scaling

Focus: Implementing the 5-Stage Relationship Progression Model, referral tracking, and building your 90-day scaling plan.

Part A: Strategic Network Expansion — Relationship Lifecycle (Existing Content)

Video Lesson: "Mastering the Relationship Lifecycle"

Workbook: Strategic Network Expansion Workbook

Topics: 5-Stage Progression Model, CRM structure, Frequency of Contact Calendar, Post-Transaction Audit

Part B: The Diagnostic Dashboard — Referral Tracking (PLACEHOLDER)

Video Lesson (Est. 12-15 min): [PLACEHOLDER] "What Gets Measured Gets Managed"

Workbook Contents (To Develop): 

- Referral tracking spreadsheet template

- Monthly partner performance review template

- Partner ROI calculator

Part C: The Overdrive System — Scaling & Automation (PLACEHOLDER)

Video Lesson (Est. 15-20 min): [PLACEHOLDER] "From Hustle to System"

Workbook Contents (To Develop): 

- Task delegation worksheet

- Automation opportunity identifier

- 6-12 month scaling plan template

Live Coaching Call (60 min):

Rate your current partners using the 5-Stage Model

Set up your tracking system

Create your 90-day scaling action plan

Commitment ceremony and next steps

Complete Materials List

Video Lessons

The 5x Influence Scale Explained (20 min)

The Two Value Propositions Every Mortgage Pro Needs (18 min)

The 3-Tier Past Client Re-Engagement Strategy (17 min)

The Database Reactivation Letter — Why You Need To Do This

Intro Letter for Bankers and Mortgage Specialists (Optional)

The Personalized Referral Partner Action Plan (19 min)

[PLACEHOLDER] The 3 Non-Sales Touches: Appreciation, Education, Connection

Mastering the Relationship Lifecycle

[PLACEHOLDER] What Gets Measured Gets Managed

[PLACEHOLDER] From Hustle to System

Workbooks

Stage 1:

Network Assessment & Influence Mapping Workbook

Client Value Proposition Builder Workbook

Referral Partner Value Proposition Builder Workbook

Competitive Differentiation Worksheet

Stage 2:

Past Client Re-Engagement Workbook

The Database Reactivation Letter Workbook (formerly "Intro Letter - New to Business")

Intro Letter for Bankers & Specialists Workbook

9 Partner-Type Workbooks:

4.1 Mastering the Realtor Referral Partnership

4.2 Real Estate Lawyers: Strategic Alliance

4.3 Financial Planners: Mutual Benefit Framework

4.4 Home & Auto Insurance Agents

4.5 Accountants & Bookkeepers

4.6 Home Inspectors

4.7 Bankers

4.8 Divorce Lawyers

4.9 Community & Civic Groups

Stage 3-5:

[PLACEHOLDER] Social Media & Nurturing Workbook

Strategic Network Expansion Workbook

[PLACEHOLDER] Referral Tracking Workbook

[PLACEHOLDER] Scaling & Automation Workbook

Templates & Tools

Network Influence Grading Spreadsheet (5x Scale)

Contact Categorization Worksheet

"Hidden Gem" Relationship Identifier

3-Tier Re-Engagement Email Scripts

Text Message Templates (by tier)

Phone Call Conversation Guide

9 Partner-Type Specific Outreach Scripts

Value Exchange Strategy Builder

"Coffee Meeting" Agenda Template

[PLACEHOLDER] 30-Day Content Calendar Template

[PLACEHOLDER] Referral Tracking Spreadsheet

[PLACEHOLDER] Partner ROI Calculator

[PLACEHOLDER] 90-Day Scaling Plan Template

Document Update Notes

The following changes have been made to align all course materials:

Influence Scale: Standardized to "5x Influence Scale" (three 5-point metrics) across all documents

Partner Types: Updated Day 4 Overview to reference 9 partner types (not 5)

Workbook Rename: "The Intro Letter Workbook [New to Business]" renamed to "The Database Reactivation Letter Workbook"

Terminology: "Value Exchange Proposal" renamed to "Value Exchange Strategy" throughout

Structure: 5 modules now spread across 10 days (2 days per module pattern)

Placeholders: Added placeholder content for Steps 3, 4, and 5 (Social Media, Tracking, Scaling)