Podcast Summary

Mortgage Marketing Radio

Episode Title: Beyond Lunch & Learns: How Top LOs Are Scaling Realtor Referrals with High-Impact Agent Classes
Date: December 3, 2025
Host: Geoff Zimpfer (with panel facilitation by Connor Bartley)
Guests:

• Paige Ringcamp (St. Louis, MO)
• Elizabeth Tura (Denver, CO)
• PJ Holland (Dallas, TX)
• John Wells (Crown Point, IN)

Episode Overview

In this dynamic episode, host Geoff Zimpfer, alongside guest host Connor Bartley, dives deep into event-based strategies for mortgage loan originators (LOs) seeking to accelerate Realtor referrals. The discussion features a live panel of four standout LOs who consistently fill their rooms with the right real estate agents, using creative, high-impact educational classes and panels—far beyond the standard "Lunch & Learn." The episode explores modern, scalable event tactics, touching on everything from leveraging strategic partnerships and social media to building agent-centric content (often not mortgage-related) and harnessing AI to stay ahead.

Key Discussion Points & Insights

1. Why Host Realtor Events? – The Business Impact

• Events as Conversation Starters: Hosting events gives LOs a natural, non-salesy way to stay top-of-mind, reach out to agents, and justify follow-up, even if the event itself has modest turnout.

  “You create the event to create the reason to have a good conversation ... even if the event is just okay, you now have something to talk about with agents.” – Elizabeth Tura (12:46)

• Relationship Building: Events are likened to ‘gateway drugs’ for deeper business bonds—not just about mortgages but about personal connection and building trust.

  “It’s just like a gateway drug, right? Like it just opens the door ... and then you naturally, organically want to have another conversation.” – PJ Holland (14:05)

• Multiplication Effect: By collaborating with title reps, inspectors, or insurance reps, LOs get in front of not just one but many new agents through partner networks, multiplying their reach.

  “It’s a really great way for me to make that first impression... getting past that first barrier of entry.” – John Wells (16:03)

• Saving Time, High Leverage: Hosting one-to-many events is the most efficient way to reach top producers who otherwise have little time for individual pitches.

  “Getting in front of agents ... and getting to, you know, get them on their calendar, gets harder and harder ... this has just allowed me to get on their calendar and stay in front of them in a way that’s still bringing them value.” – Paige Ringcamp (17:32)

2. Structuring & Promoting Events That Realtors Love

In-Person vs. Virtual

• Panel POV: All agree that in-person makes it easier to build trust and genuine rapport, especially with top-producing agents (24:28).

  “Top producers will come if you give enough value. Sometimes, the value is having them on the panel.” – John Wells (25:31)

• Virtual for Scale: Virtual is helpful to support a wide LO network and as a way to get started or support those not nearby. Hybrid (both) is ideal.

  “We did a great in-person event this summer ... but virtual made a lot of sense to help LOs in different areas.” – Elizabeth Tura (25:47)

Getting "Butts in Seats"

• Direct Text & Social Media: Personalized invitations (usually text), supported by engaging posts, are the most effective for turnout.

  “A one-on-one invite goes a long way. I send a copy/paste text for every class…” – Paige Ringcamp (27:35)

• Leverage Partners’ Networks: Tap into partner businesses—title, insurance, inspectors—who then invite their own agent clients, instantly doubling promo reach (30:00).

  “I work with the best title, best insurance agent ... I can pretty much ask them and their whole databases… That’s how I get 30+ per event.” – John Wells (28:42)

• Start Small, Stay Consistent: Most panelists began with rooms of zero or just a handful of attendees. Consistency builds reputation and reliability.

  “You gotta do it consistently to build that momentum ... most LOs quit after three people show up to their first class.” – Geoff Zimpfer (33:44)

3. Event Content: What Works (and What Doesn’t)

Mortgage vs. Non-Mortgage Topics

• Shift Away From Loan Products: Avoid heavy focus on mortgage rates or products. Agents crave content that helps their business (marketing, AI, investing, social media).

  “I try not to talk about mortgages if I don’t have to ... My job: help agents market themselves, communicate better, convert better.” – Elizabeth Tura (35:25) “If I’m speaking, it’s usually real estate investing 101 or a CE credit they—and not about my programs.” – Paige Ringcamp (36:33)

• Business-Helping Content: Classes on AI, social media, business planning, investor education, tax strategies, and wealth building resonate highly.

  “If you're not teaching (AI) to your agents, somebody else will be. But if we're going to teach, we have to be the student first.” – PJ Holland (2026 business goals, 23:00)

• Panels as Content: Have top-producing agents as panelists or do unique twists (e.g., appraisal/underwriter Q&A, women in business panels) to bring value and draw attendance (52:03).

Continuing Education (CE) – Myth-Busting

• CE Is Not Required for Success: Most panelists do not rely on CE-credited classes to fill rooms; engaging, relevant topics are far more compelling.

  “The CE is a crutch … Do my classes need to be CE approved to get agents to show up? No.” – Geoff Zimpfer & panel (38:02)

Topic Selection & Naming

• Timely & Relevant: Use trending market needs, agent feedback, hot-button issues. AI tools like ChatGPT help brainstorm class names and topics that pop.
• Name Matters Most: The class title determines registrations.

  “The first thing that determines if people are going to show up ... is the title. There’s a lot of people doing classes with boring titles.” – Geoff Zimpfer (63:05)

4. Frequency, Formatting & Logistics

• Monthly is Typical: Most panelists aim for at least one event per month—except during slow months (July, Nov, Dec).
• Hybrid Approach: Some do a big in-person event 1–2x yearly, supported by smaller monthly events (40:22).
• Partners Ease the Load: Affiliates/partners help with logistics, venues, and cost-sharing, making frequent events more feasible (41:20).

5. Extras: Food, Format & Follow-Up

Food & Drinks:

• Mixed approaches. For short, frequent classes, skip elaborate catering (sometimes even skip snacks). For bigger, less frequent in-persons, “breaking bread” creates community and deepens relationships.

  “If my intention is to get the right people in the room ... food is a pivotal part of that.” – Elizabeth Tura (43:24)

Panels:

• Powerful for attracting top agents (they want to be recognized as experts), and easier for newer LOs since the focus stays on the panelists.

  “Panels are a tool for me to get in front of new agents I otherwise wouldn’t... it’s a recruiting and retention tool.” – John Wells (46:01)

• Select panelists who are successful at the topic (e.g., digital marketing), ideally those you want in your own network (48:20, 49:15, 51:00).

Follow-Up Cadence:

• Always have a call to action! Immediate follow-up includes sharing materials, recaps, or replays, asking for feedback, and setting up one-on-one meetings.

  “Hopefully you have a call to action ... then you follow up asking for feedback—and what topics they want next.” – PJ Holland (53:01)

• Pro tip: Use a QR code during the event to directly schedule follow-up calls or meetings on the spot, striking while trust is high (56:25).

Notable Quotes & Moments

• On Not Needing to Be an Expert:

  “You don’t need to be a subject matter expert. You just need to be a facilitator.” – Geoff Zimpfer (00:09)

• On The Power of Consistency:

  “You can’t just do it once and expect to build... Like the plane getting off the runway, it needs momentum.” – Geoff Zimpfer (42:03)

• On Leveraging AI:

  “If you are not on top of that AI wave and you are not teaching it, you are going to get left behind.” – PJ Holland (23:00)

• On Building Real Relationships:

  “You want to go fast, go alone. You want to go far, go together.” – Connor Bartley (08:40)

• On Targeting the Right Audience:

  “If you’re marketing to everybody, you’re marketing to no one.” – John Wells (61:09)

Timestamps for Key Segments

| Segment | Timestamp | |------------------------------------------------|-------------------| | Why host events? Key business impact | 12:46 – 18:08 | | Frequency and format (monthly, partners, etc.) | 18:19 – 22:35 | | In-person vs. virtual events | 24:28 – 26:44 | | Getting butts in seats (promotion tactics) | 27:35 – 31:33 | | Choosing event topics, CE classes, content | 34:34 – 39:12 | | Food, drinks, and event logistics | 43:05 – 45:08 | | Panel events: how and why | 45:48 – 52:38 | | Event follow-up strategies | 53:01 – 57:44 | | Pro tips for class titles/content | 63:05 – 64:45 |

Final Takeaways

• Start Small, Stay Consistent: Commit to a regular cadence, even when turnout is low at first.
• Leverage Partnerships: Strategic partners expand your marketing reach and event resources.
• Lead With Value: Build events around agent needs—not mortgage rates or products. Marketing, investing, AI, and business building always win.
• Event Title Sells Attendance: Use direct, compelling names—consider using AI to help craft them.
• Always Have a Call to Action: Strike while trust is highest; make follow-ups easy and direct.
• Panels for Leverage: Panels allow you to build relationships with both aspiring and established agents at scale, even as a newer LO.

For more practical tips, templates, and community resources, subscribe to Connor Bartley’s Lowdown Newsletter and check the Mortgage Marketing Institute (links in show notes).

Memorable Sign-off:
“You can’t just do it once and expect to build ... You are the brand.” – Geoff Zimpfer (final thoughts, 63:16/64:05)