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- [00:12]
Jeff
Hey my friend, what's up? Welcome to this episode of the Mortgage Marketing Radio podcast. This is going to be fire conversation. I'm bringing to you my special guest, Jane Floyd, a producing branch manager out of Tampa, Florida area. Some quick stats on Jane. She's been an originator for over 30 years in the business, is a team leader, has been a coach and has played every possible role you can imagine as a long time highly successful mortgage professional. To give you some context, here we are. It is December of 2024 and I titled this episode the Road to 100 Million. And the reason being is I wanted to unpack both some strategic and tactical, you know, ideas you could take and apply. Not necessarily saying that you're on the road to a hundred million or that you even want to do 100 million, but everyone has their number, whatever it is, right? Maybe for you it's 10 million or 20 or 30, whatever it is, right? But there's that next level, next metric that you want to get to. What I love about my conversation with Jane is we are unpacking like her number one source of business, basically her top three sources of business, what they are, right? How she actually gets engagement and traction with real estate agents, what her rules are for working with like minded people and how she handles people when they're not like minded or they're not vibing with her vibe and with her standards for who she is, how she operates. We're going to talk about how she leverages broker previews, open houses, lunch and learns social media, how she gets listing agents. We're going to talk about rental loans and so much more. This is just a rapid fire conversation of the exact, you know, big moving elements, the big rocks in $100 million roadmap. And surprisingly, you may not hear any. What you're going to hear is probably some things you may have heard before. But most importantly, you need to be reminded of some of those things. And then I wanted to reveal this conversation that I have with Jane with you just, just to highlight and point out to you that there is no magic, there is no secret sauce, there is no bright shiny object that's going to come along and save you. There are fundamentals, just like winning teams in sports practice, fundamentals built to be able to succeed, you know, move the chains forward, right, to get the trophies, et cetera. It comes down to fundamentals and then, yes, some special teams elements that come into that and there definitely is a place for that in any business plan. But you're going to hear Jane kind of unpack. What are the fundamentals for her? And we also talk about why everything you want is just on the other side of your reach and your reputation. Now some quick points about Jane. As I said already this year, based on the numbers I'm looking at at redder and she's confirmed these are accurate. So far this year her performance has been 234 plus transactions and a volume of over $104 million. And once again, she's in the Tampa, Florida area and I'm looking at her top buyer agents. By transaction count. I can see she's got a handful of agents that have sent her over this year. 14 deals, nine deals, seven deals, six deals, four deals. Right? And then it goes on down from there, spread out across many, many different agents. So I think you should take notes on this. You should identify one to three takeaway action items for you that you can apply to your business that you may not be doing or not doing consistently enough that will move the needle for you and your business. You should connect with her via the links we have in the show notes on LinkedIn and Instagram. Follow what she's doing. Success leaves clues. And if you have a moment, please rate the podcast and let us know how you like this. And then lastly, no surprise to you if you've been listening for any time, one of the things that we do to help loan officers succeed with attracting instead of chasing real estate agents is leading with educational classes and content. You hear Jane talk about how she's doing multiple classes every single month. She is still recruiting agents, still attracting agents. The primary method through which she does that is by getting face to face in her local market, by leveraging educational content in classes. And so we're going to briefly touch on that. But if you're somebody who's open to you and interested in learning more about how you can do the same, and you don't have to come up with content, you don't have to come up with how do I promote it? Get butts in the seeds, the PowerPoint, the slides, the email marketing, the social media posts, the follow ups and reminders. Hey, we do that for you. Maybe it's a fair fit for you, maybe it's not. It's not right for everybody. But if you want to learn more about how we're helping people do that, you can go to MortgageMarketing Pro, check the link in the show notes, it's called My Agent Classes and learn more about it there. So without further ado, let's get into this week's show. Jane Floyd, welcome to the show.
- [04:48]
Jane Floyd
Thank you, Jeff.
- [04:51]
Jeff
So great to have you here. Why don't we do this? If you have this opportunity? We've got loan officers listening right. At various levels around the country, right. Some wildly successful like yourself, some maybe it's the first three years. Ish in the biz, then there's the middle, you know, pack. Before we get into this road to 100 million, what would you want to share with listeners about Jane Floyd?
- [05:16]
Jane Floyd
So probably. Well, you probably know I've been in the business for 33 years now, and I think, honestly, Jeff, I'm so passionate. I love what I do so much from the first day that I got into the mortgage business. And I think. I think there's people that get into it maybe for the wrong reasons. And so you talk about the road to success to 100 million. I think to get there. But to get there with collaboration. Right. And bringing others up and impacting and not just. Not just thinking about the money. I think you have to be passionate about what you do. So I truly am not. Not to say that it's not without. Without challenges. And I think really, I've learned anything. We'll probably talk about today. I've learned so much from the mistakes I've made. Right. In. In my career and then just from. From people. Right? Just people po me. So, you know, I would just say I just, I want people to know everything. There's nothing I won't share with anyone, to be honest with you.
- [06:26]
Jeff
I can definitely sense that from you as well. Passionate, right? You're. You're kind of on fire, I sense. Right. So have you ever felt it was ever a period over the past 30 years of your career where the fire, the passion kind of dimmed a little bit or maybe even went out?
- [06:44]
Jane Floyd
Never gone out. Never gone out. Dimmed. Absolutely. Right. And then. And that's when you just have to take a step back, right. And really analyze, like, your why. Right. Why am I doing this? I mean, and I mean, quite honestly, I had one of those moments in the past year probably, and they only last. They don't last very long. But to be honest with you, and that's when I did make some changes, right. And figured out why am I doing what I'm doing? And really, at the end of the day, if my why is not being answered, then that's when that light dims. And when you wake up and you're not excited, because I truly wake up every day. My kids, grown kids that work with me, they're like, nobody wakes up that excited. But I truly do. I truly do because I absolutely love what I do. So, you know, things go wrong and you just have to figure out, like, what is it you can control the controllables. It's all in my head, Right. If I am in a. In a. Not. Not motivated, which is rare, I gotta figure out why am I not motivated and what's that obstacle that I need to get out of my life. Right.
- [08:06]
Jeff
So the theme of this is the road to a hundred million. And we're going to unpack some tactics, of course, in this conversation, but I oftentimes when I talk to people that are achieving at a high level, and I recently talked to some various coaches at different organizations, and one of the questions I posed was what comes first? Skill set or mindset? And I'd be curious to get your take on. Let's use the theme of the road to 100 million or whatever that is. It could be somebody's road to 50 million or 30 million, but do you think somebody can get to the top? Right. Air quotes of whatever their top is. And then of course, there's another top. But how critical is that mindset? Let me pose the same question to you. Mindset versus skill set. Which comes first? Which is more important?
- [08:58]
Jane Floyd
Personally, I absolutely think that it's mindset. Because, Jeff, I. Let's, let's. Let's define like a hundred million. You can be at a hundred million, but be a train wreck in the rest of your life. Right?
- [09:17]
Jeff
Yeah.
- [09:17]
Jane Floyd
So. And I've seen it, and I've worked with people that have this skill set. They are really brilliant. Right. And so they can get to 100 million. But the mindset, it's not, it's not aligned with. When you say mindset. Like, that's a belief that I have abundance in my life and I enjoy. Right. So I think it all starts with mindset. Now, skills, you can have a positive mindset, but then you have to tactically have the skills, like, sure. To get. To get to 100 million. Right. Like, so, for example, I'm not. I'm not extremely techie. I'm not techie at all. I mean, I'm techie to the point where I need to be.
- [10:06]
Jeff
Yeah.
- [10:06]
Jane Floyd
But I surround myself with people who are right. And. But yet if you called me and said, hey, Jane, this is what's going on in my life and I'm purchasing this house and da, da, da, like, wow, that's like, I love to put that together so I know where my gifts are. And not to say that I can, I can, obviously I'm not illiterate. Right. I can work in accomplice and all of that. But I think skill set can be taught. But mindset is just something that it's within. Yeah.
- [10:48]
Jeff
You either have it or you don't.
- [10:50]
Jane Floyd
Or you don't. Yeah.
- [10:51]
Jeff
I mean, you can get it. You can condition yourself, right. To get there and do the coaching, read the books, the etc. Go to the events, get around the right people, mentors that can help foster that. But you have to have that open mindedness.
- [11:04]
Jane Floyd
I think it's not easy either, Jeff, sometimes, right. I mean, in our business, you know that, I mean, it's reactive. There are people, right. That will leave us for a penny. Right. I mean, that you've poured your heart and soul into and you've counseled them and you've done everything. Right. But they're going to find it for. I mean, that's hard to say. Okay. You know, I'm going to have a positive mindset when I just spent, you know, a week with Jeff and he was going to go with me and now he's going with ABC Company for $50. Right. So, so, so I think switch that switch like, and way back in the day, man, I would get deflated by things like that, right? Or I would get deflated if like, you know, a realtor was using somebody else for like, I don't do that anymore, right. I'm like, okay, what did I learn from this? Could I have done anything any different? And if not, you know, for example, this morning one of my guys, somebody said they were locking with him, sent out disclosures and somebody on my team and then you know what, found it for a little bit less. And you know what? Boom, it's gone. It's okay. There's nothing. You did everything that you could do, so let's just move on to the next one. And this person's gonna see the value that they're not gonna leave you for 50 bucks. So I think it's just how quick we can pivot when our mind goes to that dark place.
- [12:31]
Jeff
I like that. I heard it once said, it's not that you get knocked down, it's just how long do you stay down?
- [12:36]
Jane Floyd
How long do you stay down? Yeah, like a minute is all it should be. When I say a minute. Okay. An hour.
- [12:42]
Jeff
Well, you have, you have your pity party, do your thing, walk around the parking, whatever it is. Right. But yeah, you gotta, you gotta dust yourself off and move on.
- [12:50]
Jane Floyd
Yeah.
- [12:50]
Jeff
And sometimes that comes with maturity. That comes with tenure in the business. You know, one where I'm just here, all the ellos in my head. Right. One where, oh, that's easy when you're closing 200 loans. Right? But. But it's a mindset. It's a skill set, I think, that you develop over time and just realize resiliency is critical part of this business.
- [13:08]
Jane Floyd
Yeah.
- [13:08]
Jeff
Yeah, that's cool. I like that. All right, so that's some mindset stuff. You know, you made an excellent point as well. I wrote this note down of like, you, you can be. You can have this amazing, wonderful, positive mindset, but. But not have the skill set to back it up. And I wrote down ignorance on fire. You still have to perform. Right? You still have to know your guidelines. You still have to do what you say. Like your word is your only bond when it comes to. Right. Your clients and your referral partners. If you say you're going to do something, you better make sure you can do it before you say that. Right. Have you ever got burned by that? By the way, I'm curious, Have you ever had to, like, eat crow and be like, yeah, I screwed up, can't qualify, you know what I mean?
- [13:51]
Jane Floyd
100%. And I think, and I'm really glad that you brought that up because that is one thing that I see, not just in our industry, but in all industry, in a lot of industries, is that if you don't have integrity, like, we're going to screw up, it's going to happen. Right? But it is absolutely how you handle it. And my team knows I will back them. I don't care how much of a check I have to write. And this is really funny, I'll tell you this, because this is one of my top realtors who I've been working, working with for probably 25 years. And this was probably, I don't know, seven years ago. And so, but yesterday and I, we, we messed up a deal. I mean, we gave out a pre approval and this just doesn't happen, you know, but it does happen to happen to anybody. We gave out a pre approval letter and it was just a gnarly file, tax returns, and it just, we missed something, you know, and so I, you know, I did what I always do first. I figure out, okay, what is a plan B? You know, and so before I made the phone call, I knew. Exactly. And people are going to react different ways, Jeff. And this is why I want to be aligned with people that are honest, because we're all going to screw Up. It's how we fix it. And so I called my realtor first and I let her know what happened. And I mean, it was, it was a big deal. Her deposit was going to be shot. And then instead of this is who I want to work with, she's like, okay. And so I told her I did my research, I found another bank that could do it, and I just bent over backwards and, you know, I told the borrower. And that's how you have to handle it, right? So admit it. Here's what I'm going to do to fix it. Never, never, never place blame on anyone. Fast forward, that was seven years ago. Yesterday. She was talking to me about a seller and going to take an offer on another buyer that I'm working with. And she said, oh, and you remember you did her loan. And she said the name. And I went and I said, oh, my word, I didn't do her loan, remember? But you think about, like I said, oh, my word. And she still took my offer. So. Meaning that, okay, that was seven years ago. And she just. It's how I handle the problem, right? And instead of saying, oh my God, I had a horrible experience with Jane Floyd seven years ago, you know, so I think we just. That's the thing is people, Jeff, like, don't want to admit it. And I even, I mean, I mean, I think probably for 30 years, when I hire somebody, I will tell, number one thing, don't lie to me. I will back you up because we're going to screw up, right? But just tell the truth and we'll fix it together.
- [16:48]
Jeff
How in the past, for example, have you had, or how have you handled a situation where somebody, let's take Realtor, because consumer is a different example where they don't respond well to that situation. Anything come to mind on that?
- [17:02]
Jane Floyd
It does. And that's such a great question. And this might not be where. If somebody's brand new in the business, you can't be as selective as I am of who I want to work with right now in my life. I want to work with people that are aligned and think like me. So in those situations, those are just people, hey, if they, if they give me a deal, I'll take it. But that's not somebody I'm going to pursue. That's not somebody I'm going to spend my time with because, you know, they're just going to pick up the phone, call somebody else, you know, and I, it's not how I live my life. And I just, I, we all have enough Stuff in our life. So I just choose not to work with people like that. And you just have to figure that out. You know, it takes time, right?
- [17:48]
Jeff
Yeah.
- [17:48]
Jane Floyd
To figure out.
- [17:50]
Jeff
This is the kind of business where people will reveal their true colors. Right. I mean, it's kind of like, you know, if you ever heard that old saying, like, you go. Go golfing for business relationships, and how the person acts on the golf course is like, reveals a lot about who they are in life. Like, if they call the mulligans the cheat, the kick, the. You know, I mean, or they react when it's similar in this business because it's very emotionally intensive business. And if that's how you handle stress and difficulty and challenges. Yeah, that's kind of indicative of what that relationship is going to be like.
- [18:20]
Jane Floyd
Exactly.
- [18:21]
Jeff
Okay, love that. All right, let's pivot and go a little bit more strategic. So a question I often ask people when they come on is, what is your primary source of business?
- [18:33]
Jane Floyd
I can tell you because we're finalizing the year, and it's always been within a few percent range. 71% of my business in 2024 is realtors, and it has literally been between 65 and 75 for the past 30 years.
- [18:49]
Jeff
Really? Okay, what's the other balance then?
- [18:53]
Jane Floyd
16% is past clients. Really ashamed that 1% is current clients. 3% is past client referrals. So you track these. You look at Jeff like, okay, opportunities. Right? And I never want to. I'll never stop building the relationships with realtors because I love that however you look at those numbers, and I'm like, okay, guys, we have a massive database that loved us. I survey every single client, every single one. And we have 98% raving fan surveys. That's how I measure my entire staff. So really, that you take it. Past clients and past client referrals combined is 19%. That should be a lot higher. So that's a huge opportunity that we're working on. My team's working on.
- [19:55]
Jeff
Are there other sources, Social media, other, you know, quote unquote consumer direct that you're also kind of eyeballing that you wanted to pursue further?
- [20:03]
Jane Floyd
When we say consumer direct, that's like a dream come true. So I would love to. I don't. I don't. I don't pay for any marketing.
- [20:12]
Jeff
Sure. You don't run ads. Yeah.
- [20:14]
Jane Floyd
Right. But the consumer direct to me is to be just so that I can get business for my agents. So I've been consciously working on that through my database and then through for Me, social, to be honest with you, I don't, I don't like it. But I, but I think it's, I think it's a necessity. Right. And so where I think we were maybe like 5% when you say consumer direct. So like from some of the videos that we've done and that's, that's about it.
- [20:50]
Jeff
And I'm looking at your Instagram right now and of course we'll link up all your resources and stuff in the show notes here. But Instagram is your primary social channel.
- [20:58]
Jane Floyd
Yes, Correct.
- [20:59]
Jeff
Okay.
- [21:00]
Jane Floyd
Yeah. For example, I did a video actually today. I don't know if it's posting today or tomorrow, but normally we bulk post, but. And I invite like the entire community. Right. It's just on because, you know, we got hit with the back to back hurricanes so huge, you know, huge effect on our business this last quarter. Nothing I've ever seen or anybody that's lived here experienced. So like, and so doing a webinar next week, not just for agents, but just on, you know, there are so many properties, Jeff, that, that you can't get loans on. So this renovation loan is. And we have a NFM has a special going on. So like I opened it up to the entire community, like post it, send it anywhere, you know, so just trying to reach out to the community with things like that. If we get loans, great. And help somebody. Great.
- [21:58]
Jeff
Yeah. That's interesting. I had a call earlier today. We were talking about rental loans and several weeks ago as well, and considering the inventory challenge as well. And that's a whole side conversation we could have about. Right. Like with the aging, aging boomers and the potential silver tsunami and like, and all this stuff of like, you know, we've got these aging homes, right. That are going to be coming on the market. And I think that's a smart strategy for the loan officer to position themselves of like, hey, here's how we can structure this reno loan, right. As a, as a new listing for first time home buyers who are like, yeah, I can. I, you know, it doesn't have everything. But hey, have you thought about this? And as you know, a lot of realtors aren't thinking, aren't even aware how you can structure rental loans to make this a workable deal, right. This normal listing that think about the advantage that we're going to geek out on loans now for a second, think about the advantage of like, you've got this seller, they know their house is kind of crappy and they're like, yeah, so they're Going to drop the price or whatever. And it's like, well, hey, wait a minute, Realtor, what if we, like, talked about this rental though? Kind of what you're doing, right?
- [23:00]
Jane Floyd
That's exactly. And I announced it this morning. I got to speak in a real estate office that like this. I'm doing one right now. That the. It would have been a cash investor. Right. Otherwise this person couldn't have bought a home. And why does. And the dust is settling in the emotions. I mean, we've been through a lot being displaced from their homes. But yeah, this is just such a solution and you know, for. For both sides, but it's just educating them and. And said we're offering like, let's put a flyer here. Market this property. You don't have to sell it at a discount for cash, you know, or at a, like, I mean, I'm seeing some go at massive discounts, maybe a little bit, but you get way more money if you sell your house to this person that can get a renovation loan than this cash investor. Right?
- [23:47]
Jeff
Yeah.
- [23:47]
Jane Floyd
So, yeah.
- [23:48]
Jeff
So think about that as you're listening in your area where those apply. Okay. So Realtors is the primary source. Past clients and then the other kind of mixed bag of stuff. You're obviously established now. You know, 30 plus years in the business. Are you still hunting Realtors or is it pretty much, you know, maintaining the existing relationships?
- [24:06]
Jane Floyd
Oh, God, no. There are two parts to the sale, Jeff, in our business. Right. Acquisition and retention. So I literally, you know, I'm real big on working my. And that's where my Caitlin comes in. Director of development. So we actively work our list and then constantly trying to get new agents.
- [24:31]
Jeff
You're recruiting all the time?
- [24:33]
Jane Floyd
Yeah, all the time. Never stop prospecting. Yeah.
- [24:37]
Jeff
Okay, so I'm going to pivot here for a second. I'm going to jump into redder. I don't know if you use RedR MMI for data.
- [24:46]
Jane Floyd
We have what's called the edge here at nfm.
- [24:49]
Jeff
That's right, the edge. Yes, of course you do. I always liked it. Yeah, yeah. And redder. Shout out redder as well. That's who I'm attached to.
- [25:00]
Jane Floyd
I've never heard of that. So I thought that was going to be something techie I was going to have to have you educate me on.
- [25:05]
Jeff
It's just. It's the alternative to mmi. Let's call it that. But anyway, it's similar in that I can look at like your top buyer agents by transaction count. So. All right, before I get into this Let me go back to. You're always recruiting agents, right? How do you stay in front of agents to continue that attraction? Because I'm going to assume, correct me if I'm wrong, you're not cold calling. Maybe you are, but what is that strategy for you to constantly be adding to the bus?
- [25:36]
Jane Floyd
That's a great question. How do I stay in front of agents? So a couple different ways. One, I am constantly doing educational events. I do so many lunch and learns. Jeff, you're locally I hated during coven when everything was zoom. Right. In fact, next week my. That'll be my first zoom in a while. Just. Just the renovation because there's going to be so many people and my renovation partners in different state. But I'm constantly inviting new agents to my events. Some of them I speak at, some of them, you know, I bring in speakers.
- [26:16]
Jeff
Right.
- [26:17]
Jane Floyd
Wednesday open houses. This is one thing I've been consistent with for 20 plus years in our market. Just like you just said, you look up in redder. So yeah, so we, Caitlin, my director of development and realtor, concierge, she, we every Wednesday, man, we either will do an open house with one of our established agents and that's the best way because then as we're. And in our area, Jeff, they're well attended.
- [26:47]
Jeff
Yes.
- [26:49]
Jane Floyd
And so we constantly meet new agents that way. And even though they're brand new, if they don't know who we are, they're hearing the agent, you don't know, Jane, Floyd, Stein, blah, blah, blah, blah, blah. Or we'll just go pop in, right? Just pop in. Look at the house. Those are probably the two. Two of the biggest and then the third, to be honest with you, no, I'm going to give you four actually. And this I learned from the core and I have. We actively work listing agents and. And I learned that I learned doing Tuesday updates. I literally Since January of 2011, we have never once missed a Tuesday update call to a listing agent.
- [27:36]
Jeff
Jeez.
- [27:37]
Jane Floyd
And I can tell you, Jeff, now my team captain does those calls now, but if you're only, you know, depending on where your production is, you should be doing them yourself. I still come in after, but I can't tell you. I wish I could quantify and tell you the number of agents that we've acquired just from small cap promises calling them every single Tuesday. So that is a massive way to get agents. And then the other one is so simple too. It's nothing new, this is nothing sexy. But I just scheduled one this morning. Agents that know love and trust me Getting me with coffee, you know, someone else with someone else. I mean, right.
- [28:20]
Jeff
Hey, bring an agent, right?
- [28:22]
Jane Floyd
Bring an agent like you. Yeah. It's, it's, it's so simple. Right. And that goes back to too, Jeff. Like bring an agent that again is aligned with us and that, you know. No, I don't want to say anything.
- [28:37]
Jeff
Well, I mean, you know, you want to attract like minded people, right? So that's. Your vibe attracts. What is that? Your, your vibe attracts your tribe. Right. So that's what you want. Similar types of people. So I wrote all that down. What I love about that is it's fundamentals, right. Lunch and learns open like you do the broker preview open houses, Right. Which is what you're referring to, Correct?
- [28:57]
Jane Floyd
Now, Jeff, I am not like I used to hit Saturday and Sunday open house all the time.
- [29:03]
Jeff
Right.
- [29:03]
Jane Floyd
But I'll tell you, every once in a while I'll pop in just because I love competing with myself like somebody totally green. Let me go in and see if I can crack this person, you know?
- [29:15]
Jeff
Yeah. Because you're like, I still got it. Yeah.
- [29:18]
Jane Floyd
Keeps you fresh. And I do think for new age, for four new. If there's any new loan officers or production down, I can tell you the. I think weekend open houses right now is the way to go with. Since the NAR settlement, we've been tracking this and I asked the, I asked agents. We do, we do a lot of flyers for them. Caitlin does before the weekend and post them on social. But the amount of buyers that are coming through unrepresented is unbelievable. Just last weekend, Jeff, one of my agents buyer came through. She didn't know him from Adam. Now we've got them all pre approved and I think that is a. Like if you don't. If you plopped me in a city where I knew no one besides networking events, right. To me that would be the number one way to cultivate new relationships with agents.
- [30:10]
Jeff
100%. Hey, podcast family. Are you tired of chasing down real estate agents for referrals? Making cold calls and feeling like you're just not getting the results you deserve? What if in just 90 days you could double your agent referrals and finally lock in that consistent monthly income you've been striving for? My agent classes is the ultimate program designed to help you effortlessly attract, engage and convert real estate agents into top referral partners. We've done the hard work for you. You'll get a full library of turnkey done for you presentations, a marketing automation platform to streamline the entire process, plug and play marketing, email flyers, social media posts, text messages, weekly coaching and accountability calls. Plus access to a private community of high performing mortgage pros from all over the country sharing what's working in today's market. And to top it off, we'll even load you up with 200 producing agents in your local market to help you get started fast. So stop chasing agents and start building meaningful relationships that lead to real, consistent business without the stress of cold calling or feeling undervalued. And don't just take my word for it. Head on over to MortgageMarketing Pro or check the link in the show notes and you can read real success stories from mortgage pros just like you. So if you're finally ready to grow your agent referrals without chasing and have fun doing it, check out MortgageMarketing Pro today. I mean, I sit here and I, you know, I've interviewed, gosh, I don't know, 250, 300 loan officers, right? And whenever I get somebody like in your sphere, that is why I ask the questions I ask. So listener, you just heard from somebody who's done $100 million in 2024, right? Was that 230, 240 plus loans, something like that?
- [31:56]
Jane Floyd
Yeah, yeah, yeah.
- [31:58]
Jeff
The main sources of her business still are realtors. And you could bag on realtors, you could throw them under the bus, you could wish it was different. And this is the, this is like I get tired of hearing myself tell other people, Jane, right? Which is just like, you know, I need to grow my business and there's social media and there's running ads and there's this and that and there's buy this and do that. And I'm like, fastest, quickest way to a buyer is a real estate agent. But people don't like it, right? Because of, realtors are a pain, right? It's work, right? And they're like, I'm so tired of realtors or whatever. So what would you advise to those people that are having that head talk right now about the whole going after realtors thing? Because it's the drum we've been beaten for 20, 30 years.
- [32:43]
Jane Floyd
Yeah, I think you just said it. It's, it's the mindset. They have to tell themselves, I love realtors. Like, you have to believe it until you believe it, right?
- [32:58]
Jeff
It's not what if, what if, Jane? I don't. The realtors I've worked with suck. Like, is that my fault? Partly.
- [33:05]
Jane Floyd
And I, and then I, and then I have some loan officers, like, then go find new ones, like, right Jeff, go find new ones. Not. That's why I'm saying it's not easy. Right? They're not. Not. I am not like minded with everyone. Like, I, like. I've had literally realtors, like, lie to your face, you know, and you're like, well, here's the data, you know, so go find new ones. They are out there, right? It's. If you want to go get it, they're there.
- [33:34]
Jeff
Yeah. I really love that you said that. And it goes back to kind of, I think, why you're still playing the lunch and learn card, the broker preview stuff. You're still playing the. I have this phrase five mile famous game, which is. Let me play this game with you for a second. Because you're well known in your area, Right. How many realtors are in the Greater Tampa era? 10,000? 15,000, something like that?
- [33:58]
Jane Floyd
It's over 10.
- [33:59]
Jeff
It's over 10. Yeah. So I was close. Look at that. Wild guess. I have an idea. So I do this thing in some of the keynotes I deliver where I talk about this movie called I love you, man with Paul Rudd and Jason Siegel. Whatever. I don't know if you've seen it, but Paul Rudd plays this down and out realtor in Los Angeles and it's got a really funny clip in it. And I show it. Realtors find it funny too. So he's down and out in LA. He's a realtor. Yeah. So it's about 20 plus years old, but so he's down and out. Jason Siegel is like this kind of strange friend who befriends Paul Rudd, and long story short, is Paul Rudd's realtor down and out. And so Siegel decides to take out, unbeknownst to Paul Rudd's character, a bunch of billboards in LA advertising this Paul Rudd. And it's like the cheesiest realtor advertising you've ever seen. It's in the thong, it's in the wild, wild west. It's the secret agent, James Bond. It's all the same stuff, right? It's the bus sign and all that kind of. And the audience is just laughing like crazy. And then of course, it, you know, he's pissed off, he's freaking out, like, oh my God, I can't believe this. And next thing you know, his phone's ringing off the hook. And the point I make is I put a picture of a billboard up and I asked the loan officers, I go, hey, if there was a billboard up in your town. And every realtor in town drove by that billboard Every single day. How many of them would recognize your face and your name? And isn't that what you've just alluded to here is you're still playing the running for mayor recruiting game because there's 10, 15,000 agents. How many do you need? You know, 50, 100, 200. That'll vary. But you obviously have a large database of real estate agents, right?
- [35:36]
Jane Floyd
Yes.
- [35:37]
Jeff
And you're marketing to them in various ways. So you are constantly used our words, recruiting, staying top of mind. I'll put a cherry on this is I think for the listener right now one of the issues you've solved and I think the people who bitch and moan about realtors is you're simply not well known enough. Like, not enough realtors know you even exist. And this is a numbers game. For you to find the people that are going to jive and align with you, you've got to go through a lot of people.
- [36:05]
Jane Floyd
Jeff, you just said something and I hope what you just said is so true. And I say this hopefully humbly, you're not like. And again, it took me doing videos was painful for me at first. I was so awkward. I can tell you, Jeff, though, and again, I am relational, right. I'm old school. However, I am not ignorant that what the world looks at like get off your phone. But they are in social, so I can't even tell you how many times. I mean, time after time. Oh, they got your. They know you. They know you. And honestly, Jeff, I have no idea who they are. You know what they know. They know my team's reputation. Right? Because we have a strong reputation. And then I am doing value add videos for a credibility. Right? Like just credibility. Not to again, it was even hard to. When I started posting anything personal, I'm like, this isn't about me, but people want to know a little bit about you. But what you said, those people, they don't know you. Yes. So it is easier then I go after that agent who has heard of me and knows the reputation because of our team and that we deliver. So yeah, I mean you gotta be. You gotta be in both worlds today.
- [37:35]
Jeff
You just, you just reminded me you said something. Reputation. I heard this quote from, I think it was Rory Vaden from Brand Builders Institute. And he said everything, yeah, everything you want is on the other side of your reach and your reputation. That's it. Like, so if you're listening right now and you're not getting the inbounds you want, it comes down to what's your reach and what's your reputation.
- [37:59]
Jane Floyd
Yes. 100%. I mean, and just on that, on that note, a little for a minute, like, it's why, I mean, every Friday, you know, I mean, we're structured. We look at the videos we posted, what had a good reach, what had a good response, what had shares, so that we know what do people want. Right. What are they? And then we tailor, we try to tailor our social to, you know, the reactions. Right?
- [38:30]
Jeff
Yeah, yeah. And look at your analytics. Yeah, yeah. Real quick on the lunch and learns. I don't know if you know this about me, but that's a sweet spot of me. For those listening, they probably know by now that that's one of the ways I help loan officers is we have this, like, turnkey platform I've done for you classes and stuff, which Jordan has participated in.
- [38:50]
Jane Floyd
But she's amazing, by the way.
- [38:52]
Jeff
She's amazing. Shout out, Jordan, if you're listening. What are some of the topics that, you know, you tend to teach so.
- [39:02]
Jane Floyd
Recently, again, I think you also have to adapt everything to what's going on in the market environment and what's happening. Right. So some of the biggest ones right now have been around the insurance. Right.
- [39:14]
Jeff
Yes.
- [39:14]
Jane Floyd
Restoration, all of that appraisals. I just, every time over the years, I have an appraiser come in, an underwriter come in. Oh, my God, we have so many.
- [39:29]
Jeff
Well, I was. You mentioned the NAR settlement earlier. I was wondering if you're doing anything. Like what? We're doing some stuff which is called like winning the buyer presentation. Right. Leveraging seller concessions. Right. Those types of things.
- [39:40]
Jane Floyd
We, we actually, when. Right. When it hit, we probably were doing three. A week.
- [39:47]
Jeff
Yeah.
- [39:47]
Jane Floyd
A week about winning the buyer's presentation. That's kind of tapered off now. But that was the only thing that we were doing. Doing for a while. Right. It's. It's evolving.
- [39:58]
Jeff
Yeah. It's always evolving. Yeah. And now as far as, like leveraging the seller concessions, that's in the context of, you know, how to overcome the buyer agent compensation issue. Affordability. Right.
- [40:11]
Jane Floyd
And because again, a massive issue, you know.
- [40:15]
Jeff
Right.
- [40:15]
Jane Floyd
I mean, in our area.
- [40:16]
Jeff
Oh, yeah. Where is it not.
- [40:19]
Jane Floyd
It not. Yeah. And it's not going to change.
- [40:21]
Jeff
Yeah. So. So once again, let's dovetail. So the more you can demonstrate how you can help agents solve problems with education, the more you're going to get chosen, the more you're going to win. Because it's not going to be based on products and price. Right. It's going to be. Oh, I didn't know you could use a seller concession to pay the buyer agent compensation. Huh. I didn't know you could add the. My agent compensation to the purchase price and we can still right, make that up and only add another 50 or 100 bucks to the payment. Oh, most agents are completely unaware of that, correct?
- [40:55]
Jane Floyd
Yeah. Yeah.
- [40:56]
Jeff
Oh, yeah. Show up and educate. All right. I want to real quickly as I'm keeping an eye on the clock, talk about your social media because I've been following you on Instagram. You actually look really comfortable. You should know, by the way, on reels and videos.
- [41:08]
Jane Floyd
Thank you. Yeah, that's a compliment.
- [41:11]
Jeff
So you mentioned earlier you. You batch film content. Is that what I heard?
- [41:15]
Jane Floyd
Yeah. So unless like it was today, the two that I did, I just. Because, sure. And then also, hey, the homestead exemption. So I did one like, you know, to get in some end of the year closings. But I started doing that, I don't know, a year or two ago, Jeff. And it's been a game changer for me. And I think that goes also with just your calendar. Every like is so critical. Right. And so we. I block out three hours every other week with my social girl. Two. Is it two or three? Two and a half. Two.
- [41:54]
Jeff
Two.
- [41:55]
Jane Floyd
Three. I block three hours out. And then during those two weeks, right, we're coming up with content. We're coming up with. So we are so prepared, right. Change of outfits and. And then there's three of us in there. My social girl. And that's it. We just roll with it so that then she's. Then she's set. She calendars out the postings and because otherwise I used to just try to fit them in. Like, let me do one tomorrow, let me do one today. Yeah, I'm brain dead and I really don't have the energy. I think that's another thing is just super important with your calendar. If you're doing videos you want to have, you know, you. Everybody's different times a day where their energy is the highest. I think that's important too.
- [42:44]
Jeff
Yeah, 100%. How do you come up with topics to create videos around?
- [42:50]
Jane Floyd
So I. Multiple different ways. Like I look at Neil like Ford, like there's just so all my. I have such a sphere throughout the country, so my social girls looking at them, what works. But then I think the most important thing I do is like we. We're listening to our buyers and our agents. Like what. What questions are they asking us? What are the needs? Right. You know, like for example, I mean, I don't wanna say we Beat this horse, but we're still beating it, and we're crushing it. Is the two one buy down. You know, when rates were down, rates shot back up. You people don't really grasp unless they're really looking at the power of that. Getting that. That buyer in a house that can. They can, but they're conservative. I'm a. I'm just a freak. I'm so passionate about, you know, people being fiscally, you know, literate. I was never taught it. Right. I learned it. And so I like, I just think if, you know, if you have financial issues, like, we're gonna have problems in life, but if you're not. If you're not fiscally wise and using a mortgage as a tool. Right. So constantly teaching that. So again, like the 2:1 buy down, for example, I can't believe when an agent's like, I go, well, I've done like three videos on it. But then I. Instead of like, okay, well, shame on me. I'm not doing enough. So constantly listening to what buyers and agents are asking of us, it gives me content, you know, credit. You think. You think credit is like. Because, right. We've been doing this forever. Right. But they don't really. Some of them don't really understand the nuances and why it's important, you know, why the score and the. And showing one of the ones we did our last filming was, you know, just showing the math. I think I'm big about. Let's show people math. Like, what is the difference in this score and this score on this price? Like, what does that mean to you? So really, let's. Let's get you in up front and let's get the credit cleaned up if that's what we need to do. So that's where.
- [44:59]
Jeff
Yep. I love it. Listening.
- [45:01]
Jane Floyd
Yeah.
- [45:02]
Jeff
Listening to. To your buyers and clients because they're gonna. Yeah. What are the common questions you get every single week or month? And, you know, redoing those. And. And if you think the 2:1 buy down has been played out once again. Mindset that's in your head because. Yeah. I mean, people need to be reminded over and over and over again. And most people aren't seeing your stuff anyway, so.
- [45:22]
Jane Floyd
That's exactly right. That's exactly right. Jeff. Yeah.
- [45:25]
Jeff
I want to give you a quick shout out. I'm on your Instagram here. And you did. I've never seen a loan officer do this. You did a Black Friday special. And I'm like, what? So I click on this. And for the listeners, why don't you briefly tell them what that was.
- [45:40]
Jane Floyd
So. And I have. So when I'm doing videos now, it's three people. So Caitlin, that's been with me for eight years, who all my realtors know, and then my social girl and then my executive assistant. Assistant who's only been with me for five months. Five months. So it's all three of us. And it's so cool though how when you collaborate. So. So one of them had seen, you know, let's do a Black Friday special. What can we get? It was Caitlin. Yeah, well. And I'm like, no, I can't give that away because I'd be doing the loan for free. But let's come up with something. So. So, like no origination fees. We did, I think. But anyway. And then at the. And then. And then Alexis goes, wait a minute, I got it. Like, how about having you come and truth be known, I hate shopping. Come in with bags. Right. With that and how it just was funny, you know, So I feel like you got to throw some of that in just for humor.
- [46:39]
Jeff
Yeah, for sure. Well, I mean, I like what it says. Apply online by midnight on Black Friday. No origination fees when you close. 5 year rate pledge guarantee, which is a refi when rates drop for up to five years with no lender fees. For those curious and mentioned, Team Floyd, to your loan partner. This must be a new application. That's. That's awesome. Like, that's very creative use of like piggybacking on what's already on top of everybody's mind.
- [47:05]
Jane Floyd
Black Friday.
- [47:06]
Jeff
Yeah, Black Friday. Smart.
- [47:08]
Jane Floyd
You gotta have fun with it.
- [47:09]
Jeff
Yeah, I love it. So make sure that you check the link in the show notes so you can go follow Jane and all the cool stuff her and her team are doing over there for social media content. All right, well, unfortunately, we are coming to the end of our time because you are very busy. I am busy. And I think we've already extracted quite a few nuggets. For people listening to this, the only question I'd close out with is, as we're heading into 2025, I'm sure you're already, if not soon, to engage in planning for the new year. Anything you're doing differently or strategically or you're going to test something out that you know, you haven't maybe done before.
- [47:46]
Jane Floyd
I don't know that it's different, but honestly, the whole time and energy audit, I'm sure you read buy back your time. I read it like two years ago, but I'm constantly reevaluating that And I think like for me the, our most success comes from our people and our team. Right. And so we're, we're reevaluating conversions and just we are hyper focused in the first quarter. We have enough leads, right. So we are hyper focused in raising our conversions by just 3%. So that's our first quarter.
- [48:23]
Jeff
That's huge initiative.
- [48:25]
Jane Floyd
Yeah, yeah. And so you gotta back into that. So it's.
- [48:28]
Jeff
Well, by the way, what does that mean? Conversion at what point?
- [48:32]
Jane Floyd
So lead. Lead to close. Okay, lead to close. Because I think the process, right, it's communication is everything. But if you can just increase your conversions and then you just have to back into. There's multiple different ways and it's a whole collaborative effort with the team and I break it down by I have three team members that I partner with one person on every single loan. That's how I work.
- [48:58]
Jeff
So yeah, I mean that's called running it like a business, right. Looking at your lead to conversion, your pull through rate and I'm sure you, you know, you've done the exercises over the years of your app to conversion. Right. And you know you've got to look at your analytics because to bring it back to close this out is like, I'll use the term I heard a while back, which is we're in a transaction recession. So if transactions are down overall, then you've got to get that much better at your whole process, conversion, et cetera. Because you're gonna have less at bats. So you have less margin to screw up.
- [49:29]
Jane Floyd
Exactly.
- [49:30]
Jeff
Awesome. So Jane, this has been fantastic. I really, really appreciate getting to connect with you. I know we're gonna wind up meeting at an event somewhere soon in person. But the best places for people to connect with you is one, your Instagram, which is Jane underscore Floyd. And then we'll put a link to your LinkedIn as well, which are active there also. And you've got good content there. So we'll put a link in the show notes to you there as well. So thank you so much for sharing your wisdom today, man.
- [49:57]
Jane Floyd
Thank you and happy to help anybody. And Jeff, thank you. I am going to check out the things that you mentioned. Appreciate you, buddy.
- [50:04]
Jeff
You bet. Listeners, you know what to do. If you like this episode. First, share it with somebody. Secondly, leave us a review. There'll be a link down in the show notes where you can rate this podcast. So that's how we reach more people. Appreciate you all tuning in. We'll see you on the next one. Bye for now. Okay, that's it for today's episode. Before we wrap up, I just wanted to remind you about my agent classes. Your proven system to double your agent referrals in just 90 days. Imagine never having to cold call again, instead building real lasting relationships with top producing agents who want to send you business with done for you presentations, marketing automation, weekly coaching. It's all designed to make growing your business easier and fun. So if you're ready to take control of your agent referrals and grow your income, visit MortgageMarketing Pro or check the link in the show notes. And while you're there, don't forget to check out the success stories from other mortgage pros who've already seen incredible results. Thanks for listening and I'll see you on the next episode.