Mortgage Marketing Radio
Episode: Why Most Loan Officers Won’t Survive This Market
Date: September 3, 2025
Host: Geoff Zimpfer
Guest: Tom Ferry, Real Estate Coach
Episode Overview
In this high-impact conversation, Geoff Zimpfer welcomes legendary real estate coach Tom Ferry to dissect the current mortgage and real estate market. Together, they explore why most loan officers and agents are struggling—and why some are thriving. The discussion centers on the massive shifts in effort vs. reward, the vital traits needed to navigate challenging markets, and practical strategies for loan officers to stand out, build true agent partnerships, and position themselves for long-term success—even when the industry feels stacked against them.
Key Discussion Points & Insights
1. The Brutal Reality of Today's Market
- Increased Work, Decreased Reward:
- Loan officers and agents are putting in “four times the work for 25% of the income.” [02:00, 07:14]
- “It’s a hard pill to swallow, but… we’re in about 33 months of 6.5 to 7.5% interest rates.” – Tom Ferry [07:14]
- Cycles and Survival:
- Today’s environment is reminiscent of the difficult years after 2008; this is a moment of consolidation and trial.
- “This is the time in history when all businesses that are going to become great in the next market, this is where it’s made.” – Tom Ferry [07:51]
2. Mindset: Ego vs. Economics
- Why Most Fail:
- Ego keeps people from doing what’s necessary (“The ego is lazy… doesn’t want you to make phone calls.”) [11:45]
- Choice is Critical:
- “Are you going to choose ego or economics? Choose economics over ego.” – Tom Ferry [11:55]
- Game of Endurance:
- “You have to make the choice—is your ego going to win today or is it going to be the economics?” – Tom Ferry [12:34]
3. Adapting & Prioritization in a Rapidly Changing World
- Empathy for Change:
- Even top agents struggle with embracing new systems, tech, or AI in marketing. [15:02]
- Don’t Try to Do Everything:
- “You don't have a time management problem. You have a prioritization problem.” – Tom Ferry [16:44]
- Focus on 1 or 2 key priorities each year and go deep.
4. Tactical Value for Loan Officers: Solving Agent Problems
- Understand You’re a Commodity:
- “Before I go see a prospect… I do my research… Because what I offer is a commodity.” – Tom Ferry [18:20]
- Research and Rapport:
- Study agent’s online presence for what's missing, not just what's working.
- Bring Solutions to Hidden Agent Problems:
- Especially focus on helping agents show up in AI-driven and generative search (GEO) instead of just traditional SEO. [20:42]
- Example: Help agents improve bios and profiles on sites like Zillow, FastExpert, Yelp—because AI and lists matter for discovery.
5. The Art of the Pitch & Building “Sticky” Partnerships
- Show Up with Unique Value:
- “If you can connect with this, it will help you tremendously. It is so hard to be a good agent in today's environment…” [18:38]
- Use new hacks: e.g., curate "top agent" or "top LO" lists (on Google Business, LinkedIn, etc.) to improve discoverability.
- Focus on Mid-Tier Agents:
- Start building success with agents who are often overlooked but impactful, then move up to top producers. [25:40]
- Be Solution-Oriented, Not Commodity-Oriented:
- Help agents become more efficient, get clients, and stay relevant.
- “If you just help realtors do three things: learn strategies to get more clients, stay more relevant, and be more efficient with their systems…” – Geoff Zimpfer quoting Walter Sanford [28:15]
6. Standing Out: Teaching, One-to-Many, and Targeted Outreach
- Leverage Agent Classes & Teaching:
- “You can cold call… but if you can teach and get in front of many agents, that’s leverage.” – Geoff Zimpfer [32:22]
- Tom affirms the power of events and Zoom classes but warns: “Be very, very mindful of who you’re trying to attract.” [33:12]
- Be Targeted:
- Avoid “come one, come all” events if your ideal agent is more experienced—be exclusive, appeal directly to high-producers. [34:20]
- Partner with Title Reps:
- Title reps often have wider agent networks; leverage their insights to target productive agents. [36:58]
7. Embracing Technology and Tools
- Empower Agents with Apps:
- Suggest tech like Palm Agent and LandGlide to make agents’ lives easier and help them educate their clients. [31:23–32:16]
- Generative Engine Optimization (GEO):
- “If you're not spending an hour a day right now… understanding the zeitgeist, where things are going, how I can create more efficiency… everything is available.” – Tom Ferry [41:38]
8. The Pain & Wisdom of Growth
- There’s No Standing Still:
- “You’re either in momentum or you’re losing momentum… you don’t get wisdom from winning—you get wisdom from loss.” – Tom Ferry [39:15]
- Choose Your Hard:
- “It’s all hard. Choose your hard.” [38:09]
- Reference to the CEO of Nvidia: "Pain and suffering is the only way to grow." [38:15]
Notable Quotes & Memorable Moments
- [07:14] "It would be like four times the work for 25%… of the income. It's a hard pill to swallow..." – Tom Ferry
- [11:55] "Are you going to choose ego or economics? Choose economics over ego." – Tom Ferry
- [16:44] "You don't have a time management problem. You have a prioritization problem." – Tom Ferry
- [18:20] "I just acknowledge that what you offer is a commodity..." – Tom Ferry
- [25:40] "I'm going to take this to the agent, but I'm not going to take it to a brand new agent. I'm going to take it to the mid-tier agent…" – Tom Ferry
- [28:15] "If you just help realtors do three things, help them learn the strategies to get more clients, to stay more relevant… and to be more efficient with their systems…" – Geoff Zimpfer (quoting Walter Sanford)
- [31:56] "Those kinds of tools that a loan officer could bring to an agent to make them more empowered, more intelligent… help more clients, do more deals." – Tom Ferry
- [33:08] "Well, it hasn't worked for me." (sarcastic quip from Tom Ferry on the one-to-many approach) – Tom Ferry
- [38:15] "Pain and suffering is the only way to grow… You don't get wisdom from winning; you get wisdom from loss." – Tom Ferry (paraphrasing Nvidia CEO)
- [41:38] "If you're not spending an hour a day right now doing deep search to understand the zeitgeist… how can I improve my brand, how can I be a better friend—everything is available." – Tom Ferry
Important Timestamps
- 02:00 / 07:14: Tom outlines the market’s pain: more work, less income.
- 11:55: Tom’s “ego or economics” framework for making tough business choices.
- 16:44: The real challenge is prioritization, not time.
- 18:20: Commodity trap and how to differentiate with agent research.
- 20:42–24:13: Actionable tips on helping agents with generative engine optimization.
- 25:40: Discussion of focusing on mid-tier agents for relationship-building.
- 31:23–32:16: Quick wins with agent-focused tech tools.
- 33:08–34:20: The realities and pitfalls of “teaching agent classes.”
- 36:58: Leveraging title reps’ broad agent relationships.
- 38:15–39:15: “Choose your hard” and the wisdom of adversity.
- 41:38–42:13: The need for tech-savviness and constant adaptation, looking ahead to 2026.
Actionable Takeaways
- Adopt a mindset of economics over ego—do the tough work others won’t.
- Drill into your local marketplace’s real data for hope and opportunity.
- Narrow your priorities; pick two key levers for growth and go deep.
- Always research agents before reaching out—look for what they’re missing, not just their strengths.
- Help agents show up in new, AI-powered search environments (optimize their bios, profiles, reviews).
- Bring agents new ideas and tools that solve urgent or hidden problems.
- Leverage “one-to-many” teaching platforms and be strategic about the agents you target.
- Collaborate with title reps for greater reach and insights.
- Embrace pain and setbacks as the true teachers of wisdom and growth.
- Stay ahead technologically—regularly study, innovate, and experiment.
For more information on teaching agent classes or building modern partnerships — or to connect with the Mortgage Marketing Pro community — visit the show sponsor and resources in the show notes.