AMA with Andrew Pawlak - 1/16/2024

Register for the next Ask Me Anything with Andrew Pawlak here! 

Below is a high-level summary of the biggest takeaways and action items from the AMA/Training Call with Rebel iQ, focusing on how loan officers can generate more organic leads and strengthen Realtor partnerships.

1. Lead Generation & Conversion

Organic Lead Capture

• Importance of Conversion: Andrew emphasized that simply driving traffic to a website is not enough; the critical piece is having strong lead capture processes.
• Progressive Forms: Use short, interactive questions upfront (e.g., “What type of loan are you looking for?”) before requesting contact details. This approach, used by major portals (e.g., LendingTree), increases conversion rates by engaging visitors step by step.

Smart Funnels

• Dynamic Questions: Tailor questions to different audiences (first-time homebuyer vs. Realtor vs. refinance client). Ensure the funnel leads them smoothly to the next step.
• Post-Submit Experience: The “Thank You” page should feature quick wins—a short video, instructions on next steps, downloadable resources—to guide leads further down the funnel and boost contact rates.

2. Realtor Collaboration

Building Stronger Relationships

• Elite Realtor Program Preview: Andrew discussed an upcoming “Elite Realtor” offering that helps LOs stand out by providing co-branded, high-conversion landing pages and marketing tools for agents.
• One-to-One Consent & Compliance: Unlike typical lead aggregators, Rebel iQ’s platform captures leads specifically for the LO and their Realtor partner, complying with TCPA requirements and creating a better consumer experience.

Tiered Agent Strategy

• Production & Wallet Share: Use data (e.g., MMI) to understand agents’ production levels and how many deals they’re currently sending you vs. other lenders. This helps identify target agents with untapped potential.
• Digital Presence Assessment: Go beyond production numbers. Assess each agent’s online presence (website, IDX, paid ads) to offer them customized co-branded landing pages, seller leads tools, etc.
• Value-Driven Outreach: Instead of “coffee and rate sheets,” bring a meaningful USP (Unique Selling Proposition) to the table—marketing support, lead capture pages, or proven funnels that agents cannot easily get elsewhere.

3. Digital Marketing Insights

Website Optimization

• Critique of Typical Sites: Many Realtor and lender websites lack clear calls to action and well-structured lead capture paths. This results in missed opportunities.
• SEO & Content: Properly optimize title tags and page content to ensure discoverability. Focus on building pages that speak directly to your audience (e.g., “3% Down Payment,” “VA Loans”) and drive visitors to fill out a short form.

Personalized Funnels

• Video Engagement: Embedding short, mobile-friendly videos at key points (landing page pop-up or Thank You page) can build trust and preempt objections.
• Lead Magnets: Offer downloadable PDFs or short videos (“3 Steps to Qualify for an FHA Loan,” “Top 5 Marketing Tips for Agents”) to keep prospects engaged after form submission.

4. Technology & Tools

Platform Features

• Co-Branded Pages: Provide your partner agents with landing pages that capture mortgage leads (buyers) and listing leads (sellers) under their brand + your mortgage expertise.
• Quick Setup & Templates: Rebel iQ’s builder allows you to tailor pages to specific campaigns: VA loans, open houses (with QR codes), home equity, or agent recruitment funnels.

Integrations & Automations

• Text & Email Follow-Up: Automate immediate texts/emails to new leads, boosting contact rates. Align these messages with a short video on the Thank You page to set clear expectations.
• Compliance & Tracking: Built-in compliance features help remain RESPA-compliant when co-marketing with Realtors. Activity tracking ensures you know how many leads each funnel produces.

5. Strategic Recommendations

Realtor Re-Engagement

• Targeted Outreach: Use a “chuckle script” or lighthearted message to differentiate from the usual “coffee meeting” pitch. Demonstrate how your marketing support is unique and immediately valuable.
• Data-Driven Conversations: Leverage production data and digital audits to offer a tailored plan—help them capture more leads and close deals faster.

Diversify Lead Sources

• Organic + Paid Efforts: Combine organic methods (optimized landing pages, email newsletters, social posts) with strategic paid ads (Facebook, Google) to scale your lead generation.
• Nurture Existing Contacts: Regularly link to your Rebel iQ landing pages in newsletters and email sequences to capture warm leads in your database.

6. Next Steps

1. Explore Rebel iQ Demos: If you haven’t already, schedule a personalized demo to see advanced funnel capabilities—thank-you-page videos, PDF lead magnets, co-branded pages for Realtors, etc.
2. Evaluate Your Realtor Partners: Identify top producers and mid-level agents with growth potential. Plan a conversation around how you can help them capture more leads with co-branded funnels.
3. Implement Smart Funnels: Build or refine your progressive forms and follow-up automations. Test different question sequences or videos to see what resonates best.
4. Optimize Your “Thank You” Page: Add a short video highlighting next steps, an automated text message prompt, and a downloadable resource to increase engagement and contact rates.
5. Revisit & Refine: Monitor lead performance, follow-up engagement, and agent feedback. Continually adjust to improve conversion and strengthen partnerships.

By focusing on value-first discussions with Realtors, leveraging co-branded landing pages and dynamic funnels, and optimizing every step of the lead capture process, loan officers can differentiate themselves, nurture stronger relationships, and ultimately generate more organic, high-quality leads.