What I’m Feeling and Working On

Geoff shares a candid, off-the-cuff reflection on where he's been struggling professionally and why he keeps coming back to agent classes as the highest-ROI activity for most LOs. He makes a data-backed case for real estate agents as a business pillar and explains his 'reverse prospecting' framework. Best for LOs feeling pulled in too many directions by digital marketing noise.

Takeaways you can run this week

• Pick ONE marketing bridge and build it completely before starting a second. List every initiative you're currently running (Facebook ads, social, agent outreach, etc.) and cut to one primary channel for the next 90 days.
• When choosing a class topic, skip FHA/loan programs and bond programs entirely. Instead, choose topics agents actually care about: how to do video, how to build a business plan, how to stay relevant in a disrupted market.
• Run the math Geoff cites: Andy Passmore held 3 classes, reached 135 agents, booked 30 meetings, earned 12 referrals, closed $1M in loans. Set a monthly target of getting in front of 20–30 agents via class and track that number explicitly.
• After each class, let agents self-select — do not chase them for follow-up meetings. The agents who want what you offer will seek you out. Your only follow-up job is to keep scheduling the next class.
• Check your current agent roster against the 'oil well' logic: 89% of 5.6M 2020 home buyers used a realtor (NAR data). If agents aren't generating at least 60–70% of your purchase pipeline, treat that as a gap to close with classes, not cold calls.
• Audit your digital presence for the minimum viable footprint Geoff describes: Google reviews active, some social media presence for differentiation — not as a primary lead source unless you're fully committed to the long game of content marketing.

The playbook

1. 1. Identify ONE bridge: choose agent classes as your primary channel and commit to it exclusively for 90 days.
2. 2. Build a topic list: select 2–3 class topics focused on helping agents grow their business (video, digital marketing, business planning) — not mortgage product education.
3. 3. Get agents in seats: target 20–30 agents per class via Zoom, in-person, or hybrid; use a database of productive agents (8–50 transactions in last 12 months) to invite.
4. 4. Deliver value without a pitch: position yourself as a resource and guide, not a lender selling rates and service.
5. 5. Let agents come to you: after the class, do not chase. Agents who want more will reach out. Repeat the class monthly to keep the law of large numbers working.
6. 6. Systematize before adding a second bridge: once classes are running on autopilot, layer in one digital channel (YouTube, Instagram, Facebook Live) as a complement.

Worth quoting

“You get what you tolerate in life.”

“89% of 5.6 million people who bought a home in 2020 used a realtor — that is what I call an oil well.”

Best for

LOs suffering from bright-shiny-object syndrome who are dabbling in digital but still need a reliable, repeatable source of purchase business from agent referrals.