Ep. 140 - Featured PRO Members of the Month Funds 200+ Loans

Rob and Jill Garrison walk through how they built a high-volume realtor referral business on Lake Michigan, closing 200-250 units annually. They cover their agent class system, VIP realtor Facebook group, database refi strategy using Slybroadcast, and how Jill's community-focused content marketing amplifies agent relationships. Best for LOs who want a concrete, replicable model for a referral-based team.

Takeaways you can run this week

• Run one agent class per month at a brokerage or off-site with multiple brokerages — aim to be in front of 300-400 agents per year including class attendees. Pursue CE certification for your classes so agents earn credit; Rob has two certified and is submitting a third.
• At the second agent meeting (not the first), present a written Realtor Partner Commitment — a two-sided document listing what you'll do for them AND what you expect in return. Include a marketing self-assessment survey where agents rate themselves 1-10 on content, social, etc. Most score 2-3 and immediately see the need for your help.
• Script your agents on how to refer you. The framework: (1) 'This is someone I trust,' (2) 'They're local and available on weekends and evenings,' (3) 'They'll advise and guide you through the whole process.' Include this scripting expectation in your Realtor Partner Commitment document.
• Create a private Facebook Group (theirs has 85 agents from 15 brokerages) — require agents to have sent deals or met with you to join. Post market data, content resources, and coming-soon listings. Periodically remove inactive non-referring agents; Rob closed 5 loans with one agent after removing them — they called immediately asking why.
• Use Slybroadcast voicemail drops to reactivate your database for refis: segment by closing month for annual review calls, then pull a separate list of anyone at 4.75% or higher and drop a second campaign to that group. Rob had to 'shut the valve off' because his team couldn't keep up with the call volume.
• Build a free Realtor Resource Center on your website (require email entry for perceived exclusivity) with 30+ content sources agents can use for their social media — articles from MBS Highway, realtor.com, MSN, etc. Position it as a content library so agents have no excuse for inconsistent posting.

The playbook

1. Step 1 — Identify new agents: Pull the board of realtors new licensee list monthly and reach out to schedule a coffee or lunch.
2. Step 2 — First meeting: Ask questions only — 'What are your strengths, weaknesses, goals, and what's stopping you from reaching them?' Do not pitch Michigan Mortgage.
3. Step 3 — Marketing survey: Have them self-rate across marketing categories. Low scores create the opening for your value.
4. Step 4 — Second meeting: Present the Realtor Partner Commitment document. Walk through what you offer and what you expect (exclusivity, scripted referrals, engagement in VIP group).
5. Step 5 — Add to systems: Invite them into your VIP Facebook Group, add to weekly VIP email list (value-add content for their business), and enter into CRM for ongoing follow-up.
6. Step 6 — Office visit: After 4-5 value-add visits, do ONE visit where you present your unique value props (app demo, resource center, etc.) — the 'right hook' only after the jab sequence.
7. Step 7 — Ongoing: Two agent coffees or lunches per week, one class per month, quarterly community 'Hometown Highlight' blog featuring local businesses (post to 3,000-follower Facebook business page).

Worth quoting

“The best CRM is the one that you use — all the bells and whistles don't matter if you're not using it.”

“If you're not 100% committed to that, we need to work on that relationship to show them why it's not.”

Best for

LOs or teams ready to systematize realtor relationships beyond ad-hoc lunches — especially those who can add a part-time business development or marketing role to own the agent-facing activity.