Teaching vs. Pitching: The One-to-Many Model for Loan Officers

In today's fast-paced and competitive mortgage industry, loan officers are constantly seeking innovative strategies to stand out and build lasting relationships with realtors. This blog post delves into the core strategy championed by Geoff Zimpfer: leading with education instead of relying on traditional sales pitches. We will explore how hosting classes, whether virtual or live, provides tangible value to realtors, fostering reciprocity, trust, and ultimately driving business. Join us as we unpack the one-to-many model and discover how it can transform your approach to realtor partnerships. This blog post expands on the discussion in our latest podcast episode, Attract, Don’t Chase: Realtor Class Strategy with Geoff Zimpfer - Loan Officer Life: Hustle, Heart & Homeownership, where we sat down with Geoff to discuss these very strategies.

Introduction: The Shift from Pitching to Teaching

The mortgage industry is often characterized by a relentless pursuit of leads and a constant battle for realtor referrals. Many loan officers find themselves stuck in a cycle of cold calling, networking events, and coffee meetings, all in the hope of securing the next deal. However, this traditional approach often yields diminishing returns and can leave loan officers feeling frustrated and undervalued. The shift from pitching to teaching represents a paradigm shift in how loan officers approach realtor relationships. Instead of focusing on what they can gain, loan officers prioritize providing value and education to their realtor partners. This approach not only sets them apart from the competition but also fosters a sense of trust and reciprocity that can lead to long-term partnerships.

The Realtor Problem: Reframing the Perspective

A common sentiment among loan officers is the perceived difficulty of working with realtors. Complaints such as "Realtors are hard to work with," "Agents don't send me deals," and "They ghost me after coffee" are frequently voiced. However, Geoff Zimpfer challenges this perspective by suggesting that the issue lies not with the realtors themselves, but with the loan officer's approach. Instead of blaming realtors for a lack of cooperation, loan officers should examine their own strategies and systems. Are they relying on fragmented, one-to-one interactions? Are they consistently chasing leads without a clear, scalable strategy? By reframing the realtor problem, loan officers can begin to identify the root causes of their challenges and develop more effective solutions. This involves moving away from a transactional mindset and embracing a collaborative approach that prioritizes the needs and goals of realtor partners.

The One-to-Many Model: Unlocking Scalability Through Education

The one-to-many model offers a powerful solution to the limitations of traditional, one-to-one marketing strategies. Instead of focusing on individual interactions, this model allows loan officers to reach a larger audience simultaneously, maximizing their impact and efficiency. The key to unlocking the potential of the one-to-many model is through education. By hosting classes, workshops, and webinars, loan officers can provide valuable information and resources to a group of realtors at once. This approach not only saves time and effort but also positions the loan officer as a trusted expert and valuable resource. The one-to-many model allows loan officers to build relationships with multiple realtors simultaneously, creating a network of potential referral partners. This scalability is essential for long-term success in the mortgage industry.

Benefits of the One-to-Many Model:

• Increased Efficiency: Reach a larger audience with less time and effort.
• Enhanced Credibility: Position yourself as a trusted expert and valuable resource.
• Scalable Relationships: Build a network of potential referral partners.
• Lead Generation: Attract new leads and opportunities through educational content.
• Brand Awareness: Increase visibility and recognition within the realtor community.

Teaching Classes: Providing Value and Building Relationships

Teaching classes is a cornerstone of the one-to-many model, offering a unique opportunity to provide value and build relationships with realtors. Whether hosted virtually or in person, classes provide a platform for loan officers to share their knowledge, expertise, and insights on relevant topics. By offering practical tips, strategies, and resources, loan officers can help realtors improve their business and better serve their clients. This value-driven approach fosters a sense of reciprocity and trust, making realtors more likely to refer clients to the loan officer. The key to successful classes is to focus on providing actionable content that is relevant to the needs of realtors. This can include topics such as:

• First-time homebuyer programs
• Market updates and trends
• Effective marketing strategies
• Financing options for different types of properties
• Using FinLocker to pre-approve clients.

By consistently delivering valuable content, loan officers can establish themselves as go-to resources for realtors, building strong and lasting relationships. Moreover, teaching classes provides a platform for loan officers to showcase their personality and communication skills, further enhancing their credibility and likability. One example of the effectiveness of this strategy is Tiffany Saxton in Texas, one of Geoff's clients, who taught her first class and within one hour received three loan applications and an invitation to present to a 20-agent team. This demonstrates the immediate impact that teaching classes can have on lead generation and realtor relationships.

Overcoming Imposter Syndrome: Just Be Two Steps Ahead

One of the most significant obstacles that loan officers face when considering teaching classes is imposter syndrome. The fear of not being knowledgeable enough or not being a good presenter can prevent many loan officers from taking the leap. However, Geoff Zimpfer encourages loan officers to reframe their perspective and recognize that they don't need to be experts in everything. Instead, they simply need to be two steps ahead of their audience. This means having a solid understanding of the topic and being able to present it in a clear and engaging manner. Loan officers should view themselves as facilitators, guiding realtors through the information and answering their questions. They don't need to have all the answers, but they should be able to point realtors in the right direction. By focusing on providing value and sharing their knowledge, loan officers can overcome imposter syndrome and confidently lead classes. Geoff's Train the Trainer program equips loan officers with ready-to-deliver classes, video walkthroughs, and the confidence to lead, even if it's just to a small group of agents at first.

Tips for Overcoming Imposter Syndrome:

• Focus on Your Strengths: Identify your areas of expertise and focus on sharing that knowledge.
• Prepare Thoroughly: Research your topic and practice your presentation to build confidence.
• Embrace Imperfection: Recognize that everyone makes mistakes and that it's okay to not know everything.
• Seek Support: Connect with other loan officers and mentors who can provide encouragement and guidance.
• Celebrate Successes: Acknowledge your accomplishments and learn from your experiences.

FinLocker as a Tool: A Practical Realtor Strategy

In today's digital age, technology plays a crucial role in enhancing efficiency and improving the client experience. FinLocker is a powerful tool that can be used by loan officers to provide a practical and valuable service to realtors. By partnering with FinLocker, loan officers can offer realtors a co-branded platform that helps them generate and convert more buyer leads. FinLocker allows realtors to provide their clients with a secure and convenient way to track their financial information, set financial goals, and get pre-approved for a mortgage. This not only streamlines the mortgage process but also helps realtors build stronger relationships with their clients. The beauty of this strategy is that it gets the loan officer in the room with realtors, gives them a reason to reach out, and provides realtors with a way to stay in front of consumers longer. Whether or not the agent uses the tech isn't the point. By offering FinLocker as a tool, loan officers are showing up as strategic partners, not just rate sheets.

The Power of Conversations: Building Relationships in the Digital Age

While technology and digital strategies are essential in today's mortgage industry, the power of conversations should not be overlooked. Building relationships is still the foundation of success, and meaningful conversations are the key to fostering those relationships. Whether it's teaching a class, hosting a live event, joining a Facebook group, or meeting face-to-face, relationships are built one meaningful exchange at a time. Loan officers should prioritize creating opportunities for conversations with realtors, both online and offline. This can include attending industry events, hosting networking mixers, or simply reaching out to realtors for a casual chat. By engaging in genuine and authentic conversations, loan officers can build trust, establish rapport, and create lasting connections. In an era dominated by automation and artificial intelligence, the most human loan officers will win because community, connection, and contribution never go out of style. In the end, it is those authentic human connections that translate into long-term partnerships and mutual success.

Conclusion: Attracting, Not Chasing, for Long-Term Success

The shift from pitching to teaching represents a fundamental change in how loan officers approach realtor relationships. By leading with education, providing value, and fostering genuine connections, loan officers can attract realtors instead of chasing them. The one-to-many model offers a scalable and efficient way to reach a larger audience, while tools like FinLocker can enhance the client experience and strengthen partnerships. Ultimately, the key to long-term success in the mortgage industry is to build strong relationships through meaningful conversations. By prioritizing community, connection, and contribution, loan officers can create a sustainable business that thrives on trust and reciprocity. We hope this blog post has provided you with valuable insights and practical strategies for transforming your approach to realtor partnerships. Be sure to listen to the full conversation with Geoff Zimpfer in our latest episode, Attract, Don’t Chase: Realtor Class Strategy with Geoff Zimpfer - Loan Officer Life: Hustle, Heart & Homeownership, to learn more about his strategies and how you can implement them in your own business.