Ep #11: Elizabeth Rose: Millennial Marketing and REALTOR Classes

Elizabeth Rose shares how she built a referral-based mortgage business through agent classes, social media automation, and content marketing aimed at millennial buyers. She covers her onboarding process for new agent relationships, her social scheduling stack, and why teaching beats cold-calling for converting agents. LOs looking to reduce dependence on any single referral source and build inbound credibility online will find the most value here.

Takeaways you can run this week

• Set a weekly communication cadence with every agent on every active file: tell both the buyer's agent and listing agent on the first call, 'You'll hear from me every Tuesday with a status update — if something happens between Tuesdays, I'll call you immediately.' Follow the call with a templated email so it's in writing.
• When bad news surfaces in a transaction, call the agent the same day — do not sit on it. Open with: 'I want to get ahead of this — here's what happened and here's the plan.' Agents remember who didn't hide problems.
• Create a 1–2 hour lunch-and-learn for agents on a topic from your strongest skill set — social media marketing, database email campaigns, or housing market trends — NOT mortgage products. The goal is to give them something they can plug into their own business, not a product pitch.
• After the class, call each attendee the next day to ask for feedback. This warm call gives you a natural opening to suggest a one-on-one meeting without it feeling like a solicitation.
• Set up Meet Edgar (meetedgar.com) with labeled content categories (e.g., blog posts, real estate news, evergreen mortgage tips) and schedule recurring slots on Twitter, Facebook, and LinkedIn so content posts automatically from your library without rescheduling each piece.
• Actively collect reviews on Zillow, Homes.com, and Yelp — not just Facebook or Google. Elizabeth received 6–7 inbound inquiries from those three platforms alone within two years of building her profiles. Start by asking your next 5 closed clients to leave a review on one of those platforms specifically.

The playbook

1. 1. On receipt of a new referral, call both the buyer's agent and listing agent individually to introduce yourself.
2. 2. On that call, state: 'You'll hear from me every Tuesday with a status update. If anything changes in between, I'll call you right away — good news or bad.'
3. 3. Immediately follow the call with a customized email using a saved template that confirms the communication schedule and flags common transaction milestones (conditional approval is normal, additional docs may be needed, etc.).
4. 4. Every Tuesday, send a proactive status update to both agents before they think to ask.
5. 5. If a problem arises, call the agent the same day — never sit on bad news.
6. 6. At close, reference the upfront communication you documented to reinforce your process when asking for the next referral.

Worth quoting

“I would much rather make outbound phone calls than have a phone ring — I want to stay one step ahead of the agent.”

“Without us, the transaction's not going to happen — we are in a position of power and we just need to own it.”

Best for

LOs who rely heavily on agent referrals but have no structured onboarding process or class strategy to differentiate themselves from every other LO calling the same agents.