THE MORTGAGE COACH SALES MEETING PLAYBOOK

I’ve interviewed hundreds of branch managers, coaches, and countless mortgage executives about doing consistent sales meetings and I’ve never seen better results than what Jeremy Forcier is doing right now with his TCA-A-Day challenge sales meetings. Literally, the results are jaw-dropping. In just 3-weeks the sales meeting itself is improving the disclosures vs credit pull rate by 29% and improving loan officer profitability by reducing price exceptions by 70%. And there is an average .23 basis points reduction past 3 weeks.?

What’s behind those incredible results? First, let’s discuss a few truths about sales meetings in the mortgage space:

• Most managers don’t do consistent sales meetings.
• Not all sales meetings create equal results.
• Most sales meetings don't create obvious value for attendees or measurable results for anyone.
• When sales meetings are done well and done consistently they create amazing sales cultures and record-breaking results for both salespeople and companies

Three weeks ago, Jeremy challenged his region to do a TCA-A-DAY (TCA = Total Cost Analysis). Now he is comparing the difference between those who are participating in the challenge and those who aren’t. In this playbook, we’ll study the game film of one of Jeremy’s recent sales meetings and break down the keys to success so we can learn how these results were generated in just three short weeks.

CLICK TO WATCH the video of Jeremy Forcier doing his first TCA-A-DAY sales meeting. This is a great training video for branch managers who want to help their branch close more loans and increase profitability.

Watch How Sales Meetings and Sales Training Can Create Measurable Results

Here’s a 4-step playbook for a sales meeting that delivers measurable results and increases success for both loan officers and lenders.?

STEP #1:

• Have a goal and a purpose for each sales meeting, and specific results you’re trying to achieve from the meeting. Be consistent in your meeting days, times, length and agenda so salespeople know what to expect.?

STEP #2:

• Make sure everyone is clear on the advantages (the WHY) attending these meetings and the bigger the reward for the contest and challenge the more loan officers will participate.?

?STEP #3:

• Track all results and share them with the team, such as apps filled out, credit apps pulled, rates locked, sales closed, new referral partners added. Rank who’s in the lead. This should be done constructively and positively. it’s critical that everyone comes prepared with their metrics and it’s recommended the lead coach has done the homework so they know the metrics of everyone in the branch, region, or company.?

Here are two key metrics to track:

1. Disclosures vs Credit pulls (Conversion rate)
2. How many basis points are pricing exceptions costing your branch and company (Pricing Profitability)

“When you track your numbers, you really see where the gaps are,” Jeremy says, and you know what you can help them work on.?

CLICK to watch a 3-minute video of Jeremy breaking down the numbers and sharing how loan officers attending this weekly sales meeting are performing against other loan officers in Jeremy's region.

For leaders who really want to help their teammates determine what activities will lead to their goals, you can add in some additional metrics that are tracked and recorded in the Win By Noon System. Those lead indicators include Calls and Quality Conversations. When they record these activities your loan officers can determine how many Calls and QC’s they need each day to reach their goals each week and at the end of the year. Learn more at https://winbynoon.com/

STEP #4:

• Provide incentives and rewards for winning the monthly challenge. Jeremy is giving the winner of this month's challenge a trip to Las Vegas this month.

COACHING TIP: Create a safe space that encourages everyone to share their wins, misses, and lessons learned. There’s no wrong answer. Provide constructive feedback and ways that people can improve and grow.?

Here are some of the strategies that help Jeremy maximize sales meetings:

COMMITMENT, NOT EXCUSES, IS KEY TO SUCCESS. “The accumulation of small lies we tell ourselves is what stops us, usually, from greatness,” Jeremy says. While some of the challengers on his team did not fulfill the goal requirements every day, they were honest with themselves and their coach as to the reasons why. It’s important to encourage truth and honesty. The most common excuse loan officers gave for not doing a TCA a day is that they were “playing catch-up.” Remember, in the mortgage business, “there is no catch-up, only mustard,” Jeremy says.?

“The accumulation of small lies we tell ourselves is what stops us, usually, from greatness,” Jeremy Foricer

OFFER MOTIVATORS TO GET THE JOB DONE.?

DON’T LET THEM PRESENT ANY OPTIONS WITHOUT A TCA. Laying out the options clearly side by side allows the loan officer to serve as a true mortgage advisor. Jeremy says, “My favorite question from any client is, ‘What would you do, Jeremy?’ That’s the best. That means the close is done. You’ve put a bow on it.”

Also, make sure your lenders always include a video with a TCA. Videos significantly reduce the number of callbacks and emails with questions. And always CC the agent with the TCA and video.?

ALWAYS CC THE REFERRAL PARTNER ON THE TCA TO THE BORROWER (I.E., AGENTS, FINANCIAL ADVISORS).

NUDGE YOUR TEAM TO MEET THEIR COMMITMENTS. “I’m doing a TCA competition within my branches, and I had to email a whole bunch of people and ask, ‘Where are the TCAs you’re supposed to send to me every Friday?’” Jeremy says. “This isn’t a suggestion. If you want to be in the competition, you’ve got to send them at the end of the week, and all the copies of them.” Discipline’s easy at the beginning, right? But it’s important to maintain that consistency throughout. It’s the same way with any new habit you’re building.”

EMPHASIZE THAT CONSISTENCY BUILDS A HEALTHY HABIT.?

FIND WAYS TO HELP THEM GENERATE MORE TCAs. “One of my newer guys went back to purchases and refis he did at the end of last year,” says Jody Amend. “He did a TCA for each one of them showing how they could pay off their loan faster with an additional $50, $100, or $150, depending on their price point. And he’s had a really good response with that. He actually sent out 17 to past clients.”

Tips Jody gives his loan officers:

• When it’s a referral, include the referrer.
• Offer debt consolidation TCAs to show customers how to reinvest the savings.?
• Ask if they have a financial planner who should be cc’d on the TCA. If not, would they like a referral to a financial planner?

MAINTAIN A LIBRARY OF VIDEOS THAT CAN BE SHARED AT ANY TIME, SUCH AS THOSE THAT SHOW RENT VS. OWN, MOVE UP, OR DEBT CONSOLIDATION.?

CLICK TO WATCH the video of Jeremy Forcier doing a TCA-A-DAY sales meeting. This is a great training video for branch managers who want to help their branch close more loans and increase profitability.

Check out another amazing sales meeting with Jeremy Forcier to see a group coaching session in action and get ideas and strategies to improve lead conversion and reduce price exceptions and concessions.