What I Learned Spending Two Days With Alex & Leila Hormozi
Geoff Zimpfer unpacks business-risk frameworks from the Hormozi workshop — key man risk, key customer risk, single-channel risk, and data risk — and applies them directly to mortgage originators heading into Q4 and 2025 planning. Best for LOs who are busy but not sure if they're working on the right things.
You will only grow up to your biggest constraint — identify it, allocate resources to solve it, then repeat.
Takeaways you can run this week
- Audit your lead sources this week: if any single source disappeared tomorrow and your revenue would drop 20% or more, you have single-channel risk — list 2 new referral source categories (e.g., financial advisors, CPAs) and schedule one outreach action for each before Q4 ends.
- Before buying more leads, pull your last 90 days of data and calculate three conversion rates: conversations-to-applications, applications-to-contracts, contracts-to-funding. If any rate is below your target, fix that before adding lead volume.
- Track your show rate on scheduled appointments for 30 days. If it's under 80%, test a same-day text reminder with a specific agenda ('Our call today at 2pm — I'll cover X, Y, Z') and measure the change.
- Write down every role you currently fill (rainmaker, social media, ops, database follow-up, class host). Circle the one that directly generates revenue. Identify the lowest-value role on the list and price out an LOA or VA to take it over within 60 days.
- Use the 58 remaining working days in 2024 to host at least one agent-facing class (live or Zoom). Follow Glenda White's model: register 10 agents, prepare for 20 to show, and close the class by offering individual appointments before attendees leave the room.
- Name your single biggest business constraint in one sentence, write it on a whiteboard, and spend the next two weeks exclusively allocating time and budget to solving that — not a list of priorities, just the one constraint.
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GET FREE ACCESSThe playbook
- 1. List all five business risks: key man, key customer, single-channel, market, data.
- 2. Score your business on each: does this risk currently threaten your revenue?
- 3. Identify your #1 constraint (the bottleneck that caps all growth).
- 4. Allocate your next sprint of resources (time, money, hires) solely to solving that constraint.
- 5. Once solved, re-score the five risks and identify the next constraint.
- 6. Repeat — do not move to a new initiative until the current constraint is resolved.
Worth quoting
“The worst number in marketing is one — because if that one source of business ever goes away, you're dead in the water.”
“Most business owners work on a lot of things in their business, but most of them work on the wrong things.”
Best for
LOs who are busy and producing but suspect they're working on the wrong priorities heading into 2025 planning season.