Mortgage Marketing Radio: How to Build a Thriving Business with Classes & Events
Host: Geoff Zimpfer
Guest: Jared Larkin, "Mile High Title Guy"
Release Date: March 20, 2025
In this insightful episode of Mortgage Marketing Radio, host Geoff Zimpfer delves into the transformative power of educational classes and events in building a successful mortgage business. Joining him is Jared Larkin, widely recognized as the "Mile High Title Guy" from Chicago Title in the Denver area. Jared shares his journey from struggling with traditional sales methods to mastering the art of hosting classes and events, ultimately closing over 100 title deals per month.
1. Introduction to Jared Larkin's Journey (00:00 - 07:11)
Geoff introduces Jared Larkin, highlighting his success in leveraging educational events to attract clients and build influence in a competitive market. Jared recounts his early days in the title insurance business, expressing the initial challenges he faced:
"I almost quit in my first two years, but a single shift in strategy changed everything." [17:50]
Jared explains how traditional methods like cold calling and pop-bys yielded limited results, pushing him to seek alternative approaches.
2. Discovering the Power of Classes and Events (07:11 - 09:56)
Jared credits a sales training course, "90 Day Sales" by Bruce Lund, for introducing him to the concept of showcase events. This revelation led him to focus on hosting educational classes tailored for real estate professionals.
"Classes are my bread and butter. No doubt." [03:14]
He emphasizes the importance of providing value, stating:
"My number one objective is that ... if you're going to my class, I want it to be fun or worthwhile or educational. Without a doubt, it was worth my time." [07:38]
3. Building Momentum Through Consistency and Innovation (09:56 - 16:41)
Jared discusses the gradual buildup of his event strategy, noting that consistency and willingness to experiment were key to his success. He diversified his class offerings to cater to various interests within the real estate community, ranging from AI in real estate to social events like dodgeball tournaments.
"I just have to keep doing them and slowly it will snowball." [07:38]
He outlines his use of Eventbrite as a primary tool for event registration, highlighting its effectiveness in reaching real estate agents:
"Roughly 80% of the time they get the Eventbrite email and they show up." [12:40]
4. Effective Marketing Strategies: Eventbrite and Social Media (16:41 - 26:46)
Jared elaborates on his multifaceted marketing approach, which includes:
- Eventbrite: For managing registrations and reaching a wide audience.
- Facebook Events: Leveraging his extensive network of 3,000 realtor friends to invite large groups efficiently.
- Targeted Facebook and Instagram Ads: Investing strategically in ads to maintain brand visibility and consistently reach real estate agents.
"Meta ads are the ... way these ads work, if you set them up properly, you can reach roughly 100 to 200 people with an ad for about a dollar." [15:09]
He shares his evolving ad budget strategy, initially starting with minimal expenditure and gradually increasing investment as his events scaled.
5. Conversion Tactics: From Attendees to Clients (26:46 - 34:55)
Conversion from event attendance to client engagement is pivotal in Jared's strategy. He employs a straightforward method:
- Value Delivery: Providing substantial value during classes to build trust.
- Lead Magnets: Distributing one-page fiscal handouts with additional resources, requiring attendees to provide their contact information.
- Follow-Up: Utilizing tools like Gmass for mass personalized emails and persistent outreach through calls and texts.
"Anything, it's all data and marketing. If you can get the data right, you can tap into those real estate agents." [12:40]
This approach ensures that Jared can identify and prioritize high-potential leads effectively.
6. Scaling Operations and Managing Workload (34:55 - 43:21)
With an ambitious goal of hosting 100 classes and events annually, Jared discusses the challenges of scaling while maintaining a work-life balance. He recounts his daily routine, balancing family commitments with intense business development activities.
"It's a lot. I'm going 200% ... I just want to grow." [26:00]
Jared acknowledges the potential need for delegation as his operations expand, contemplating hiring virtual assistants to manage increasing demands.
7. Hosting Panel Events and Strategic Partnerships (43:21 - 46:14)
Panel events represent a significant aspect of Jared's strategy, allowing him to collaborate with top-producing real estate agents and other industry professionals. These events not only provide diverse perspectives but also enhance his credibility and network reach.
"Run these things, set them up, bring in top producers ... they just sell themselves." [09:56]
He emphasizes the importance of choosing relevant topics that resonate with agents, such as real estate investing and divorce-related real estate matters, to ensure high attendance and engagement.
8. Audience Q&A and Key Takeaways (46:14 - End)
During the Q&A segment, Jared offers practical advice on engaging potential partners and using direct messaging without being intrusive. He underscores the importance of persistence and testing different approaches to find what works best.
Key Takeaways:
- Consistency is Crucial: Regularly hosting events helps build momentum and brand recognition.
- Diversify Event Offerings: Cater to various interests within your target audience to maximize engagement.
- Leverage Technology: Utilize platforms like Eventbrite and social media for efficient event management and marketing.
- Provide Value: Ensure every event delivers substantial value to attendees, fostering trust and authority.
- Effective Follow-Up: Implement a robust follow-up system to convert attendees into clients.
- Build Strategic Partnerships: Collaborate with top professionals to enhance event credibility and expand your network.
"You can't lose what you don't have." [44:55]
Jared concludes by reinforcing the importance of proactive engagement and continuous effort in building lasting relationships within the industry.
Final Thoughts:
This episode serves as a comprehensive guide for Mortgage Loan Originators aiming to elevate their business through strategic classes and events. Jared Larkin's experiences highlight the effectiveness of providing consistent value, leveraging digital tools, and building meaningful partnerships. His journey from nearly quitting to becoming a top title rep underscores the potential of innovative marketing strategies in transforming mortgage businesses.
For mortgage professionals looking to replicate Jared's success, the episode offers actionable insights and proven techniques to attract, engage, and convert real estate agents into loyal clients.
Notable Quotes:
-
Jared Larkin on perseverance:
"I almost quit in my first two years, but a single shift in strategy changed everything." [17:50]
-
On the importance of events:
"Classes are my bread and butter. No doubt." [03:14]
-
Marketing effectiveness:
"Roughly 80% of the time they get the Eventbrite email and they show up." [12:40]
-
Advertising strategy:
"Meta ads are the ... way these ads work, if you set them up properly, you can reach roughly 100 to 200 people with an ad for about a dollar." [15:09]
-
On converting leads:
"If you can get the data right, you can tap into those real estate agents." [12:40]
-
On persistence:
"You can't lose what you don't have." [44:55]