AMA with Andrew Pawlak - 2/20/2025

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

Based on the AMA/Training Call transcript and the insights shared, here are the biggest takeaways/action items a loan officer could execute to start generating more organic leads:

Key Topics Discussed

1. Elite Realtor Program Development

• Objective: Helping loan officers (LOs) identify and partner with real estate agents effectively.
• Challenges: Each agent is different in web presence, marketing strategies, and referral habits.
• Solution: Developing personalized engagement strategies rather than a one-size-fits-all approach.

2. Loan Officer & Realtor Relationships

• Understanding Agents: Not all agents are the same, so outreach needs to be personalized.
• Helping LOs Feel Confident: Providing them with structured scripts and strategies.
• Breaking Agent Loyalty to Other LOs: Most agents are not highly loyal to a single lender, creating an opportunity.
• Value-Based Conversations:
  • Focus on what LOs can offer beyond just rates.
  • Help agents grow their business with lead generation tools.

3. Realtor Outreach Strategy

• Assessing Agent Interest Before Investing Resources:
  • Some agents will value a SWOT-style analysis of their digital presence.
  • Others may not care or be too busy—so initial conversations should qualify interest before investing time in a full assessment.
  • Example Responses:
    • “If you put something like that together, I’d find value in it.”
    • “Not interested right now, but follow up in a few months.”
• Structured Flow for Converting Agents:
  • Initial outreach → Agent expresses interest → SWOT analysis → Formal presentation → Onboarding → Agent starts generating leads.
  • Conversion Points:
    • Booking the first meeting.
    • Presenting valuable insights.
    • Helping agents close their first deal using the system.
    • Building long-term referral relationships.

4. Overcoming Realtor Objections

• “I already work with an LO”: Address it upfront, then highlight unique value:
  • “I know you have existing LOs, but here’s what I don’t see most LOs doing for their agents…”
• Getting Buy-In Early: Ensure agents see value before committing to assessments.

5. Exciting New Features in rebel iQ

• Open House Lead Capture:
  • Many agents still rely on paper sign-ins or unstructured iPad setups.
  • New feature: Digital open house lead capture tied to the LO for better follow-up.
• Single Property Pages:
  • Traditionally used as online brochures but now enhanced to function as lead generators.
  • Inspired by Zillow & Redfin, these pages will include smart CTAs for mortgage pre-qualification.
• Social Media Posting Strategy:
  • Encouraging LOs to post property pages instead of mortgage updates to drive more engagement.
  • “A home listing will always perform better than FHA guideline updates.”