Mortgage Marketing Radio: The Road to $100 Million – Detailed Summary

Episode Title: The Road to $100 Million
Host: Geoff Zimpfer
Guest: Jane Floyd, Producing Branch Manager, Tampa, Florida Area
Release Date: December 4, 2024

1. Introduction

In this compelling episode of Mortgage Marketing Radio, host Geoff Zimpfer engages in an enlightening conversation with Jane Floyd, a seasoned mortgage professional with over 30 years of experience. Titled "The Road to $100 Million," the episode delves into the strategic and tactical approaches essential for mortgage loan originators aiming to scale their businesses effectively.

2. Guest Introduction: Jane Floyd

Jane Floyd brings a wealth of experience to the table. As a producing branch manager based in Tampa, Florida, she has excelled in various roles—originator, team leader, coach—demonstrating her versatility and commitment to the mortgage industry.

Notable Quote:

Jane Floyd [05:16]: "I think there's people that get into it maybe for the wrong reasons. To get to [success], you have to be passionate about what you do."

3. Mindset vs. Skillset in Achieving Success

A central theme of the discussion revolves around the importance of mindset over skillset in reaching high performance milestones like $100 million in business volume.

Jane emphasizes:

"Personally, I absolutely think that it's mindset. Because, Jeff, you can be at a hundred million, but be a train wreck in the rest of your life." [08:57]

She argues that while skills can be taught, a positive and growth-oriented mindset is intrinsic and foundational for sustained success.

Jeff concurs:

"But you have to condition yourself, right. To get there and do the coaching, read the books, the etc. But you have to have that open mindedness." [10:49]

4. Primary Sources of Business: Realtors and Past Clients

Jane outlines her business distribution for 2024:

• Realtors: 71%
• Past Clients: 16%
• Current Clients: 1%
• Past Client Referrals: 3%

This highlights the critical role realtors play in her business model, consistently contributing the majority of her transactions.

Jane notes:

"71% of my business in 2024 is realtors, and it has literally been between 65 and 75 for the past 30 years." [18:33]

She identifies a significant opportunity in increasing business from past clients and their referrals, which currently constitute 19% of her business.

5. Strategies for Attracting Realtors

Jane shares several proven strategies for maintaining and expanding her realtor network:

• Educational Events and Lunch & Learns: Hosting regular sessions to provide value and establish expertise.

  "I am constantly doing educational events. I do so many lunch and learns." [26:16]

• Open Houses: Consistently hosting open houses every Wednesday to engage with new and existing agents.

  "We every Wednesday, man, we either will do an open house with one of our established agents." [26:47]

• Broker Previews and Tuesday Updates: Maintaining regular communication with listing agents through weekly updates.

  "Since January of 2011, we have never once missed a Tuesday update call to a listing agent." [27:36]

• Networking Over Coffee: Encouraging current agents to bring along prospective partners to casual meetings.

  "Bring an agent like you. Yeah. It's, it's so simple." [28:20]

Jane highlights:

"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." [27:36]

6. Handling Setbacks and Maintaining Integrity

Jane discusses the inevitability of setbacks in the mortgage business and underscores the importance of handling them with integrity and resilience.

• Example of Handling a Mistake:

  "I called my realtor first and I let her know what happened... and I just bend over backwards... That's how you have to handle the problem, right?" [15:20]

• Maintaining a Positive Mindset:

  "It's how you can pivot when your mind goes to that dark place." [12:30]

Jane emphasizes never blaming others and always seeking solutions, reinforcing her commitment to honesty and accountability.

Inspirational Quote:

"It's not that you get knocked down, it's just how long do you stay down?" [12:36]

7. Leveraging Social Media for Business Growth

In today's digital age, Jane leverages Instagram as her primary social media channel to enhance her reach and reputation.

• Content Strategy:
  She batches content creation, dedicating three hours every two weeks to plan and produce videos and posts.

  "I block out three hours every other week with my social girl. We come up with content... we just roll with it so that then she's set." [41:53]

• Engaging the Community:
  Jane uses her platform to educate and assist the community, especially during challenging times like hurricanes.

  "Just trying to reach out to the community with things like that. If we get loans, great. And help somebody. Great." [20:59]

• Educational Content:
  She focuses on creating value-driven content based on common questions from buyers and agents, such as the 2:1 buy down and credit score implications.

  "We are listening to our buyers and our agents. Like what questions are they asking us?" [42:49]

Notable Quote:

"Success leaves clues. And if you have a moment, please rate the podcast and let us know how you like this." [Initial Intro]

8. Planning for Future Growth: Conversion Focus

Looking ahead to 2025, Jane is prioritizing conversion rate improvements within her team.

• Conversion Metrics:
  Her focus is on increasing the lead-to-close conversion rate by 3% in the first quarter.

  "We're hyper focused in raising our conversions by just 3%. So that's our first quarter." [48:23]

• Team Collaboration:
  She emphasizes the importance of teamwork, assigning specific roles to ensure each loan is managed effectively.

  "We have three team members that I partner with one person on every single loan." [48:31]

• Process Optimization:
  Continuous evaluation of processes to enhance efficiency and effectiveness in closing deals.

Jane remarks:

"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." [48:31]

9. Closing Thoughts and Advice

Jane imparts valuable advice to mortgage professionals struggling with realtor partnerships:

• Embrace Collaboration:
  Foster genuine relationships with realtors who share your values and work ethic.

  "You have to believe it until you believe it." [32:57]

• Reputation Matters:
  Building a strong reputation is crucial. Consistent, value-driven interactions help establish trust and recognition.

  "Everything you want is just on the other side of your reach and your reputation." [37:58]

• Persistence Pays Off:
  Continuously engaging with realtors through various channels increases the likelihood of finding aligned partners.

  "If you want to go get it, they're there." [33:34]

Final Quote:

"If you're only, 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." [27:36]

Conclusion

This episode of Mortgage Marketing Radio provides a comprehensive roadmap for mortgage loan originators aspiring to scale their businesses to substantial heights. Through Jane Floyd’s insights, listeners gain actionable strategies centered around mindset, relationship-building with realtors, leveraging social media, and optimizing conversion rates. Jane’s emphasis on integrity, resilience, and continuous learning serves as an inspiring blueprint for sustained success in the competitive mortgage industry.

For more insights and to connect with Jane Floyd, visit her Instagram and LinkedIn.