NMP - July 2018 - 29

s ... You Want to be
les?
BY RALPH LOVUOLO SR.

plugging away day after day.
What I want to introduce you to
are a couple of ideas that most of
you would tell me are a waste of
time. That Zillow and that ilk are
the way to go. That doing the
basics are so old and outdated
that you wouldn't consider these
things if you were close to death
and someone told you that you'd
live another 35 years if you did
them. I'm not a luddite. I believe in
technology just like you do,
whatever level you believe. I just
bought this machine and it is the
best Macbook money can buy. I
have good business
acquaintances who own
businesses that will help you do
more business. Just stop buying
business and start selling ideas.
Consider this ... I got a call
from a guy who told me that he
didn't have time to go to his
closings. My mind immediately
thought that was BS. What else
would I think? How many people
would tell me that one of the
most fundamental ideas I've
touted over the past 50 years
was something he didn't have
time for? Then he follows it up
by telling me that "if" he did go
to his closings that he'd have to
get himself his own driver. I
wasn't dumbfounded, I was just
laughing to myself. I was
wondering what the hell would
prompt this guy to call me. I'm
not going to tell you his name,
not unless he gives me
permission. I promised him we
would discuss it after I publish
this and because I want to do a
video segment about him.
Hey, we live in a world of
immediacy. We want what we
want and we want it now. We
don't want to wait for anything.
We hate lines of people queued
up at every store we go to. When
we have to wait to pay for
something we probably can't
afford, but we want, we think
there should be a clerk waiting for
us. When it comes to success, we
think every idea we have should
make us a billionaire ... NOW!
This caller saw one of my

videos. I don't remember what
prompted him to take a gander,
but after we spoke, it mattered
not, not a whit.
He said he has been in
business since 2002, and
decided that the way he would
make money was to use his
greatest strength, his personality.
His ability to connect with people
on a personal level. Sure, the
market was very much in his
favor, as refis were being written
by people who were saxophone
players the day before and now
were sitting in a cubicle taking
calls from people who wanted all
the money they could get from
their house. They didn't have to
verify anything, not any job, not
an income, not a savings ...
literally nothing. I watched it, I
saw a company start with about
$5,000, rented a space, put in
used cubicles and chairs, and in
a couple of months, was closing
about 20 deals a month. By the
way, he got greedy and did a lot
of things after I left that cost him
his business, his job,
relationships of a lifetime, and is
headed for the hoosegow. Much
longer story attached, but that is
not the purpose of this particular
article.
My new friend started with a
small database, friends and
family mostly, only about 150
people. And started to call them.
Unique right? No, not at all.
Remember, he knew these
people. Now me, I wouldn't do a
mortgage for a family member for
all the money you could pay me.
I didn't want them to think I was
interested in their personal lives.
But these people, they knew and
really liked him and so he started
to call every one of them and tell
them what was going on in the
market. Many of them liked what
they heard. So he decided it was
a good idea to continue doing it.
Then he decided that he had
to become different. Like I wrote
above, he had to do something
unique. So, as his list grew and
he started to keep his database
on the best CRM he could find,

up to date. He found out dates
of birthdays, anniversaries,
children's graduations, even the
dates of someone who had
passed away. Did he use that
information to call them on those
anniversaries? No. not him. How
about the day before the special
day. How about the day before?
Would you do this? Do you think
it would take discipline?
The kicker ... do you think
that when they needed financing
after hearing from him for five
years they would call anyone
else? Think about this ... a
family of four that all have
birthdays, that's four calls a
year. Then there is the
anniversary, that's five, then the
day they met, then the day they
bought or refinanced their
house, six. Then we can get to a
parent's death anniversary or if
their cat died. You think you
could do this? How many calls
can you make to a family in a
year to congratulate them or
mourn with them?
Now you want to know the
results. He has a team of seven
people. I bet your mind assumes
he has assistant LO's ... wrong!
You know why he has seven
people? Because he has 40
loans in his pipeline. And the
pipeline never gets clogged. The
loans close on time because he
has the best people he could
find, and the pipeline never gets
smaller, it keeps growing. He
works his system every day for
90 minutes from 9:30 a.m.-11:00
a.m. Every day. Can you do
that?
How many Realtors send you

business on a regular basis, I
asked. Just a few, he said. It's
my relationship with my database
that works for me. Do you
discuss rates? Never! People,
that's what works for him. You
see, most all of you don't have a
system. You drink your coffee at
your cubicle and sit there and
waste your time. Any system will
work if you work it, but most of
you have some fear that stops
you from believing in yourself.
We finished the conversation
discussing a Realtor he knows in
another state who has a team of
people who she's taught this to.
She's making a bloody fortune.
Here's my take. I have a
system, my system is that you
cannot do what everyone else is
doing.
I recently received a phone call
from a woman who wants help
making money. She asked what
she could do? I gave her about 35
minutes of advice, from the voice
message on her phone to building
a database, to ideas that would
make her stand out from the
crowd of Mortgage Loan
Originators she is afraid of
competing with. Then I told her
this story and I told her how
simple it is ... if she had the
discipline to be different and
unique and do it over and over
again.
You want to know what else I
told her and sent her? Well, you'll
have to call me or send me a
message and you'll find out how
easy it is to make money. I sent
her a whole plan. I'll let you know
what happens when I call her
back.

Ralph LoVuolo Sr. has nearly 60 years history in the
mortgage business. He was a Co-Founder/President of the
NYAMB and a long-term member of the Board of Directors
of NAMB. The Mortgage Godfather is available to help your
salespeople do more business. He does sales rallies,
Webinars, personal coaching. Call, text or e-mail (917) 5761230 or e-mail Ralph@MortgageGodfather.com.



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