The Blueprint for Funding $50 Million in Today's Market
Allison Larson breaks down her end-to-end system for identifying, meeting, and converting real estate agents into referral partners — including criteria for who she pursues, how she preps for appointments, and exactly how she follows up. Best for LOs who are getting agent meetings but not converting them, or who are spinning their wheels on the wrong agents.
Stop pursuing agents you can't qualify — target only those with 5+ buy-side transactions in the last 12 months and 1+ year licensed, then outprepare every competitor before you ever walk in the door.
Takeaways you can run this week
- Filter your agent prospect list to only those with at least 5 buy-side transactions in the last 12 months AND licensed for at least 1 year — do not cold-call or meet agents below this threshold; invite newer agents to a 'Mortgage 101' class instead.
- Every month, pull listing agents from your prior month's closings and classify each as high-priority (email + call + text cadence weekly for 8 weeks tracked in CRM) or low-priority (email only) — spend 45 minutes on this prospecting sort first thing in the morning.
- Before every agent coffee meeting, research their Facebook and Instagram for personal connection points (kids, life events, interests) — not just their business posts. Text them 30 minutes before: 'I'll be at the coffee shop early — what's your coffee order? I'll have it ready.' This prevents last-minute cancellations without giving them an easy out the day before.
- After every closed transaction with a listing agent you want to recruit: leave them a Google review on their business page, screenshot it, email it to them with a warm note, then use that email to propose a coffee meeting.
- Follow up every agent meeting by mailing a handwritten thank-you card plus a physical flip book (built free on Hayzingapp.com) showing your exact client follow-up sequence by day — day 3, day 6, day 7, month 1, month 2 — so agents can see you will handle communication and they won't have to chase you.
- Build a YouTube playlist of 10 or fewer videos (under 2 minutes each) answering your most common buyer questions (e.g., 'How do I get pre-approved?', 'How long does pre-approval last?', 'I'm pre-approved — what's next?') and send the playlist link as a follow-up after both agent meetings and buyer pre-approval calls.
Useful? Get the full Vault free — plus Marketing Worth Stealing, weekly.
GET FREE ACCESSThe playbook
- 1. IDENTIFY: Each month pull listing agents from prior month's closings. Confirm they have 5+ buy-side transactions in 12 months and 1+ year licensed.
- 2. RESEARCH: Before any outreach, find mutual connections, review their Instagram/Facebook for personal details (family, interests, life events), and note their business volume.
- 3. FIRST CONTACT: Call referencing mutual connections or social engagement ('I follow you on Instagram — have you seen my content?'). Do not leave a generic voicemail.
- 4. DURING TRANSACTION: Send Tuesday milestone updates, call listing agent when purchase agreement is received, communicate at every checkpoint through closing.
- 5. POST-CLOSE RECRUIT: Leave a Google review on their business page, screenshot it, email it with a warm personal note, propose coffee in the same message.
- 6. APPOINTMENT PREP: 15-20 minutes before the meeting, block phone/email, review their personal social media for connection points, arrive early, have their coffee ready.
- 7. IN THE MEETING: Goal is only to (a) find their pain points and (b) find one connection to follow up on — not to close them. Leave with one small, low-commitment follow-up item (a podcast, a YouTube link, your follow-up sequence flipbook).
- 8. POST-MEETING: Mail handwritten thank-you card (keep home address on a separate personal list, not CRM), mail or email the Hayzing flip book showing your client follow-up sequence.
- 9. GHOSTED PROTOCOL: If no-show from a high-value agent, call immediately — 'Hey, I'm sitting at the coffee shop, must be a miscommunication, are you on your way?' — most reschedule. If the reason is disrespectful of your time, deprioritize and move on.
Worth quoting
“Someone will actually respect you more if you're willing to draw a line in the sand and just be stern and say how it is.”
“The only goal is to find, understand where their pain points are and find some kind of connection so you can continue to follow up.”
Best for
LOs who are getting agent meetings but leaving without a clear next step — or who are wasting time on unqualified agents and not converting relationships into closed loans.