AMA with Andrew Pawlak - 3/20/2025

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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:

Session Overview

• Hosted by Andrew Pawlak with participation from David Steinberg and other attendees.
• Focus: Strategies for Elite Realtor Program, lead generation, and relationship-building with realtors.
• Discussion on how to leverage AI tools and engagement scripts for effective agent outreach.

Key Topics Discussed

1. Improving AMA Participation

• Challenge: Low live attendance for AMAs, despite strong engagement with recordings.
• Possible Reasons:
  • Time of day may not be ideal.
  • Attendees may feel pressure to come up with questions in advance.
  • Suggested making sessions more passive-learning focused, like sharing three actionable tips per session.

2. AI & Automation for Realtor Engagement

• Notebook.LM (Google AI):
  • Andrew experimented with Notebook.LM, which processes vast amounts of notes/scripts to synthesize responses.
  • AI can generate structured responses, mind maps, and conversational explanations for realtors.
  • It also created a 20-minute AI-generated podcast of two virtual people discussing the Elite Realtor Program, making it easier for users to understand.
• Takeaway: AI-generated content and conversations help LOs learn how to present value propositions to agents.

3. Realtor Outreach & SWAT Analysis

• Building a Strategic Realtor List:
  • David Steinberg started with 25 realtors, now up to 40+.
  • Identifies ideal realtor partners using a structured SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.
  • Goal: Strengthen relationships before asking for business.
• Homebot Strategy:
  • Homebot allows LOs to sponsor realtors.
  • Suggested identifying 25 top agents, adding them for free, and following up two weeks later to ask for feedback.
  • This creates a natural follow-up opportunity while positioning the LO as a value provider.

4. Overcoming Realtor Objections

• Challenge: Agents often say they already work with an LO.
• Response Strategy:
  • “I know you have existing LOs, but here’s what most LOs aren’t doing for their agents.”
  • Reframe the conversation to showcase unique benefits.
• The Warm-Up Script:
  • Instead of immediately pitching SWAT analysis, start with a pre-conversation:
    • “I’m working on something new for my top agents. Would you be open to discussing it?”
    • Helps gauge interest before a full pitch.

5. Re-Engaging with Lost Realtor Partners

• Example: A LO lost a high-producing agent after stopping Zillow lead sponsorship.
• Strategy:
  • Use the SWAT analysis as a reason to reconnect.
  • Position the conversation around helping the agent grow rather than asking for business upfront.
• Key Takeaway: Relationships vary, and outreach needs to be tailored based on past interactions.

6. Structuring a Multi-Touchpoint Realtor Engagement Plan

• Three-Step Approach:
  1. Initial Outreach – Soft introduction to the value of SWAT analysis.
  2. Preliminary Conversation – Personalized discussion before full SWOT presentation.
  3. SWAT Meeting – In-person or Zoom preferred for full strategy presentation.
• Psychological Play:
  • Each touchpoint builds familiarity.
  • Positions the LO as a strategic partner, not just a transaction-based contact.

7. New Features in Elite Realtor Program

• Digital Open House Lead Capture:
  • Helping agents replace outdated paper sign-ins with digital forms.
  • Ensures LO gets notified immediately when an agent collects a lead.
• Single Property Pages:
  • Transforming property listings into lead capture funnels.
  • Designed similar to Zillow/Redfin to generate mortgage leads.
• Social Media Strategy:
  • Encouraging LOs to post property pages instead of generic mortgage updates.
  • Home listings attract more engagement compared to rate updates.

8. Supporting LOs with Agent Calls

• Andrew & Team Available for Key Calls:
  • LOs can request support for critical realtor meetings.
  • Team provides coaching, script guidance, or even joins calls to reinforce messaging.
• Ensuring Meeting Success:
  • Having a second person on calls helps catch objections or concerns that may be missed in real-time.

9. Website, SEO, and Digital Presence

• Attendee Question: Improving Website & Local SEO
  • Goal: Optimize a website with blog content, location-based targeting, and tools for lead capture.
  • Recommendations:
    • Add specific location pages (e.g., "Tennessee Mortgage Lenders").
    • Use backlinks to improve search rankings.
    • Post content directly on the website instead of OneDrive PDFs to boost site traffic.
• SEO Strategy:
  • Suggested posting valuable, long-form content instead of relying solely on paid SEO services.
  • Backlinking is expensive but critical for ranking in competitive mortgage keywords.

Final Takeaways

• AI can be leveraged for learning, outreach, and even creating natural-sounding sales scripts.
• Realtor engagement should follow a multi-step process: Warm-up → Personalized Outreach → Strategy Presentation.
• New tools like digital Open House sign-ins & property pages are game-changers for capturing leads.
• Re-engaging with lost realtors requires a unique approach, focusing on providing value first before asking for business.
• Website SEO improvements should prioritize content publication and local optimization over expensive SEO services.

Next Steps

• Use AI-generated scripts & outreach strategies for improved engagement.
• Leverage Homebot and other warm-up tactics before asking agents for business.
• Structure conversations to build relationships over multiple touchpoints.
• Optimize online presence with content and SEO instead of paying for generic SEO services.