Mortgage Marketing Animals Issue 2


Jack Roush is a multimillionaire who is a renowned race car engine builder. If you’ve ever driven around town, you might have seen mustangs with “Roush Mustang” on the side of them. Companies like Ford Motor have hired him to mass produce some of their high-end engines for consumer cars. However, what Jack is most famous for is building NASCAR engines for his race team. Jack owns five race teams that race on NASCAR on any given Sunday. He’s so well-known for building the best engines that Jack’s competitors buy them to race against him. They walk into his store, buy his engines, and then use their cars to race him — he’s that good! I was listening to an interview at one point, and an interviewer asked, “Jack, what is it that makes you so great? What makes you a world-class engine builder?” “It’s really quite simple,” he said. “Here’s what we do: We get an engine and put it on the engine block in the shop. We start up the engine, let it warm up until we can get it to full throttle — like putting a brick on the gas pedal — and then my team and I go get a cup of coffee. We don’t come back until that engine has blown up. Then we tear it apart and see what broke. Let’s say it’s a piston ring. I will build a better, stronger, and faster piston ring.” Jack and his team then put the engine back “I just wanted to meet with you and let you know how much I appreciate you and what an honor it is to work with you. You’re helping my kids go through college, and I’m forever grateful to you. I find myself thinking every day, ‘How can I help you even more?’ and this is what I’ve come up with. I just hired someone in the office named Melissa. She’s a new partner with me and is nothing short of amazing. She’s always in the office, working from 9–5 every day, and has an uncanny knack for knowing about issues or problems on a file before it happens. Melissa can identify complications that would, in the past, potentially delay a closing or lead to an unhappy client. She can ‘sense’ these problems way before the end of closing, giving us plenty of time to work on them so they never become an issue. Now, everyone is happier, and we’re converting more of those leads to closing, which makes you more money. She really is nothing short of amazing. “I have this quandary: If I’m in a meeting, like we are now, and got a phone call from one of your clients who’s ready to make an application, the last thing I want to do is disrespect you by

together again and repeat the whole process. “While all my competitors are afraid of breaking, here at Roush Industries, we embrace breakage. We encourage it because I’ll build a better, faster, and stronger machine.” Loan officers, I know you’re afraid sometimes to turn things over to your team. What if something goes wrong? What if it breaks? Well, it’s got to do that. Until you know what breaks, you don’t know what or where the weak link is. When something fragments, you build a better, faster, and stronger system, or hire a better, faster, and stronger person to do that role. However, you won’t know if that situation exists until you let that engine run to see what happens. We find, frequently, that the engine doesn’t break! Frequently, the engine runs just fine. We think it’s going to break, and it doesn’t. But sometimes it does break, and you have to be okay with that. You’ll find that sometimes, when it breaks, you may lose a deal or a referral partner. That’s going to happen. While we certainly don’t want it to happen, we understand that by losing that one deal or referral partner, we’ll gain the next 20 by figuring out what broke. We have to be okay with breaking the engine, or at least testing it to see if it will break, and when it does, we find out where it broke and build a better, faster, and stronger machine for that particular piece or situation. making that person leave a voicemail and wait. That will only decrease our conversion rate and reduce your income, and I would never, ever do that. You help me, and I want to help you. I want to move all your people to the front of the line. While we’re having coffee, if you have a referral who calls the office, Melissa is going to field that call and move them to the front of the line to get that ball rolling. That way, maybe even before we’ve finished our Danish here, that preapproval letter is sitting in your inbox. That’s how I want to help you because of how much you’re doing for me.” The client is going to be willing to work with Radar, but you better make darn sure to have Radar in your office. You can’t say you have someone to answer the important calls and then not have them there. If you’re thinking, “Well, I don’t have anyone in the office to help,” then stay tuned, because that’s what we’re going to talk about next month. Carl White



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