People are always looking for new leads. That’s good, but sometimes if you converted a little more of what you have, you would get more business in. On today’s podcast, Jen Du Plessis chats with Gustavo Munoz Castro, a former Microsoft engineer turned real estate agent turned Inside Sales guru, about lead generation and conversion. They also look into what’s happened to the mortgage and real estate industry with where we are with COVID. Having been through seven different market shifts in his career in mortgage lending for over 35 years, Gustavo says if we are to survive and come out of COVID, it’s important that you have systems put into place and a foundation from the get-go.

Watch the episode here:

Listen to the podcast here:

Lead Generation And Conversion In The Time Of COVID with Gustavo Munoz Castro

In this episode, our guest, and I’m going to say his formal name and we’ll go to a more fun name, Gustavo Muñoz Castro. He goes by Gus. It makes it easier for Jen because my name is complicated too. I want to welcome you to our show. Thanks for taking the time with us.

Thank you for having me here, Jen. I appreciate it. As a person with a funny last name, I feel identified in the world.

Let me give everyone a brief bio on you so they understand what our topic is because we’re going to be talking about conversion. It’s lead generation but it’s also conversion and that’s a big thing. I have a pair of binoculars. People tend to have their binoculars and are always looking for new leads. That’s good but sometimes if you converted a little more of what you have, you would get more business in. We already know that. Gus, for short to make things easier, is originally from Mexico. He’s a former Microsoft Engineer turned Real Estate Agent turned Inside Sales Guru.

Since 2015, he runs one of the largest inside sales teams in real estate in North America with 65 agents strong and making 50,000 outbound calls a day. His team sets about 100 appointments with buyers and sellers every single day, mostly from Facebook leads. He runs a seven-figure business and they have 600-plus active clients. I mentioned buyers and sellers, but you’re also calling for loan officers to have conversations with realtors and other partners. You’re also calling clients on behalf of the loan officers as well. We want to talk about that. You’re super passionate and you’re helping business owners be successful in online marketing and lead follow-up, team building, sales scripts, online conversion and so much more.

I’m glad that you have somewhat of a career in real estate so you certainly understand how everyone feels. Those reading are genuinely mortgage loan officers and a handful, I don’t know what a handful means, we’ve got 60,000 subscribers so I don’t know what that means. We have realtors and small business people here so we want to be aware of the complete dynamic of our audiences here as we’re talking. I know that you saw some problems. Let’s talk about where we are with COVID and what’s happened to the mortgage and real estate industry and the fact that interest rates have lowered, people are moving, shaking and everybody seems busy. There are a handful that aren’t, but those that are busy are overloaded. Let’s talk about those struggles that they have and what you’re experiencing from your clients as they come to you.

Things are different now than it was when this whole thing started. The country went under lockdown. The lockdown was eye-opening for me because the last time I saw a market shift like this was in 2008 and I was in Microsoft. I was an engineer. My wife was a licensed agent and she was Rookie of the Year in 2008 by closing eight deals. She closed eight deals and became one of the top-performing agents in her office, but she wasn’t doing anything at all. It’s a funny situation and it reminded me of that a little bit because we didn’t know what was going to happen.

Compared to 2008, this time it happened fast. In 2008, I remember it took six months to a year before we realized how bad the situation was going to get. With COVID, it felt like it was weeks of, “What is this?” “We’re locking down.” “I’m prohibited from practicing real estate in my state. I’m not,” and so on and so forth. A lot of things happened. It was quick. What I saw after the lockdowns and especially when we started seeing that some of the lockdowns were lifted, it wouldn’t be permanent or months and months of locking down, people adapted.

They didn’t stop making calls, going on Facebook, or doing those little activities. They were able to hit the ground running in May, June, and July and they’re having the best years on record. At the same time, people went out of business. People stopped talking to buyers and taking out loans. Some of my clients shut down and haven’t picked it back up. At the same time, people went bust and had the best year ever. It’s 2020. Strange things are definitely happening.

2021 is going to be that way too, unfortunately.

Maybe it’s part of the new normal. The only thing that has to be consistent is you’ve got to be adaptable and we’ve got to keep our ear in the market. I started going live on Facebook every day starting in the middle of March 2020. I was telling my clients and sphere that the realtors, loan investors, and investors are following me. I said, “Whatever happens, do not stop calling your databases. Do not stop posting on Facebook. Change the tone. Don’t be tone-deaf to what’s going on. Be a resource. Help people. Change the message but do not go silent and put things up.” I’m under lockdown. Lockdown doesn’t prohibit you from making a phone call, going online, or going live on Facebook.

Lockdown doesn’t prohibit you from making a phone call, going online, or going Live on Facebook. Click To Tweet

You’re out in California. You guys went back in lockdown.

Absolutely and it’s by county. Every county is either on red, orange, or yellow stage. These are huge things and every state is different.

Honestly, this is what I’ve been preaching to everybody since COVID happened because I’ve been through seven different market shifts in my career in mortgage lending for over 35 years. Yes, this is unique but it’s not unique in the sense that rates drop and everybody is busy or not busy. It doesn’t matter. It’s how you react to everything and that’s been something I’ve been preaching. I’m concerned about the short-term game for the long-term pain. If we take ourselves back in 2019, everybody was, “Woe is me, I don’t know where the business is going to come from, things are starting to slow down. What do I do? Should I stay in the business?” That was the conversation with everybody. That will come back again. Rates aren’t guaranteed to be low for the rest of our lives. That’s going to change.

We will come out of COVID. It will be different but we’re still going to come out of COVID and the foundation that people established aren’t going to be the key. You should have established it because you think you’re making a lot of money now but there is a ton of money that you’ve left on the table because you didn’t have systems put into place and a foundation from the get-go. Here we are now where everyone is overwhelmed with calls and etc. I have a client that said, “I’m not taking any more refinances. End of story. I’m passing them on.” Another client said, “I’m not talking to anybody whose credit score is less than 700,” which is a problem but she’s like, “I can’t do it because I can’t get them through my system.” The last thing they want to hear is you and I talking about, “Let’s do more business.”

“Make those calls.” “Don’t stop calling.” When people come to you, Jen, I get it. People are coming to you but you’re too busy handling your inbound requests or inbound clients. Forget about prospecting and converting leads. Jen, I also love to see what you think about this. Whenever we see these spikes in refi activity, people have to be careful with that because the market has taught us that those tend to be temporary spikes. They have a limited lifespan and I see loan officers going all-in into that. One of the biggest market streams that I worked with out of Seattle called the Touché Team had their refi guy. This was a few years ago, they were so busy with refi that they have the refi guy. When the refis went down, the refi guy didn’t have the network. He didn’t have the realtor base to continue their business, that referral recommendation, it didn’t have the prospecting base. The refi guy was in trouble. You don’t want to be in that situation.

I can tell you that I coach realtors too and if you’re a loan officer and you haven’t reached out to your realtor during this time, good luck. I know if I were a realtor I would say, “You didn’t have any interest in calling me during this entire period of COVID because you had your nose to the ground and making refis, making hay while the sun shines. I don’t have time for you.” It’s the same thing with your clients. When you’re not calling your clients, someone else is. Guarantee the servicer is calling them. You worked hard to get that in the beginning, why not continue to develop that relationship? What’s super key is everyone drops everything.

I’m concerned about what will happen on the backside of this. Everyone is jumping into the market and I’m seeing a lot of realtors getting their licenses and saying, “It’s going to be great. I’m going to be great. If you don’t have that foundation, going back to the foundation, what’s going to happen is we’re going to lose a lot of people and a lot of people are going to say, “Great. Good riddance. Let them go. They’re not surviving anyway.” I get that but the people who are left standing are going to be good, and it’s going to be competitive. Setting yourself for success now is critical, wouldn’t you agree?

I agree with you. The people that tend to be left standing are the most adaptable. They have the most grit. It’s a combination of things. They’ve diversified their business and they’re able to keep their expenses low. All of those things come into play when these things happen because the world doesn’t end. The people still buy and sell homes even back in April and in May 2020, people were buying and selling homes. People didn’t believe in it. “Look up your MLS. How many homes are listed today?” “It’s not zero.” Exactly, so get your unfair share of that business.

More are coming out in the market because my neighbors put their house out in the market. We were going, “When did that come up?” They were like, “We figured we would take advantage.” Let’s talk about the things you do. You help loan offers and realtors generate more leads, so we’ll talk about that. They may not want that and set more appointments. You do live transfers. That’s a lead generating mechanism. For people who don’t have enough leads, that’s one thing. For those who don’t have enough appointments, that’s another. For those that have too much business happening, that’s another opportunity. Am I correct on that particular point or not?

You’re correct in that description. If you have too much business, power to you. That’s great. I think a lot of people are in that situation. It’s the season and it’s the market. It’s a great time to fill your pipeline with people not in immediate business. We work a lot with Facebook and one of the big complaints and pushback from people using Facebook is, “This person is six months out. I can’t work with this person.” I’m not a groundhog. I’m a cat waiting for February to find out what’s going on and a lot of those things. Having that people in that pipeline for next spring or summer may not be a bad thing. It’s not going to be always now business. That’s a horrible thing. Out of 100 Facebook leads, you should expect to have ten quality conversations, 10 out of 100 typically.

MLM 269 | Lead Generation And Conversion

Lead Generation And Conversion: The world doesn’t end. People are still buying and selling homes even back in April and in May 2020. If you’re attracting buyers, agents want to talk to you.


That’s one more deal per month. In that one more deal per month, it could be 40,000 or so. For a loan officer, it’s all the way up to 75,000 to 80,000 for a real estate agent. That’s silly that you wouldn’t even consider having that in your repertoire. Here’s the thing from a loan officer’s perspective, what are you going to do when you refinanced everybody into two and seven eighths?

The market moves fast on refis.

Your company, PowerISA which is Inside Sales Agent. That’s what an ISA is, an Inside Sales Agent. You do telemarketing on behalf of your clients. We’ll talk about a couple of different scenarios. I’m a loan officer and I got into business in January because that’s when a lot of people make that change. Right now, people are making a lot of change. I was like, “2020 is going to be great. I’m finally going to become a loan officer. I’m finally going to make a whole bunch of money,” and COVID happened. They don’t have a database or any of that.

They’ve been on Facebook but they haven’t been in the capacity of a loan officer and they don’t know how to sell themselves. I hear a lot of people go, “I tell them about my products,” which is silly but it’s for another podcast. Here I am this loan officer and I’m struggling. I’m looking around and everybody around me is kicking but because they have these big internet pipelines, they maybe have a database, and they’ve been around for a while. By attrition, they’re doing a lot of business, and here I am twiddling my thumbs and struggling. I can’t get realtors to call me because they’re busy or pouting because they’re in the same boat. What is it that you could do to help me accomplish?

It’s a great scenario, Jen. It’s a realistic one because of the market that we’re in. We only talked about seeing loan officers having this opportunity, particularly on Facebook. The reason being, and I’d love your take on this, sometimes loan officers are secondary to the agent. They can tie themselves to the agent. When there isn’t an agent business or the agents are busy, the loan officer will be like, “Now what do I do? They’re not returning my calls.” I would have a loan officer that would door knock open houses looking for agents who want to start conversations. I would have loan officers do prospecting of agents.

The way loan officers flip that script and the only way that they can flip that script is going to the consumer in situations like the one we have now. It’s the way officers jump over that hump and are talking to consumers and attracting buyers. There are a lot of buyers out there. If you’re attracting buyers, agents want to talk to you. I’ll give you an example. When I was an active agent, I built a relationship with Guild Mortgage out of Everett, the biggest Guild Mortgage branch in the country. The way they got my attention was they helped me get a client.

They’re like, “Gus, we see that you have a lot of attention. You should help this guy out.” I worked with them to close that deal. Do you think I didn’t feel a relationship with that loan officer or I wasn’t grateful or didn’t feel like they knew what they were doing? They have great marketing and systems. I absolutely built a relationship with them because they had relationships with consumers. It was valuable for me to talk to them. That’s a long-winded answer to your question but it’s like, “Find a way to talk to the consumer.” Facebook is an excellent way to have a direct line with the consumer. When you’re starting out, you might not have enough budget to put into ads. Facebook ads are low cost. It’s an advantage. You can start with organic outreach. You can start posting in your own sphere and Facebook groups.

There’s also the consistency of it and that’s the key. I, myself, have said in this podcast several times in 2020 because my client acquisition as a speaker is being on stage. That’s my client acquisition. My stage went away. I still have stages virtually but they’re not the same. The client acquisition is not the same and to that point, I had been doing random acts of social media. If my flight was late and I’m sitting on the plane, I go, “I should probably say something.” I got caught off guard with that because I didn’t have that bandwidth. People know me here and there, but I didn’t have that bandwidth in social media because it was so random. My posts were getting lost in whatever. The important thing about Facebook or any other social media is consistency.

The algorithm loves that. The algorithm wants you to feed it. If you don’t feed it, it’s not going to pay attention to you when you do feed it but there are a couple of things you can do to get more people’s attention. One is Facebook Live. The algorithm loves live content because people love live content. It’s like television. People treat Facebook as if it were a TV show. They get news and entertainment from Facebook.

People sit in their living rooms and look at their phones.

The people that tend to be left standing are the most adaptable. They have the most grit. Click To Tweet

When people realize that, they go, “Yeah.” People pay attention to that. If I were a brand-new loan officer, it’s the same if I were a brand-new agent. If I don’t have clients, I don’t have a lot of time so I would become the mayor of my town. I would be talking about the schools, the businesses, who’s open, who’s closed, and who delivers. I know. Support local businesses. Find a way to be that resource because you have time. You don’t have clients, you better have time and you better be hitting the pavement.

What you’re saying for a new loan officer is to get on Facebook. You have nothing else to do so get yourself on Facebook and start talking it up. The only thing I would say is stay away from products. It’s not about the products. It’s about what you do and how you serve.

I would say it’s not only talking about the product but putting yourself at the feet of the consumer. Don’t overwhelm them with information and product details. They’re not shopping for a loan.

It’s a disrupter that you’re talking about. It’s like, “I want to talk to you about a renovation loan.” “I want to talk to you about something.” It’s more about the home. Home services, financial services, or those types of things.

Do you want to invest in real estate? What’s the goal of the loan? The loan has a goal. People don’t think about loans or loan officers. People don’t expect loan officers to make any contact. What are you going to talk about? Origination points? Fees? No. Talk about the goal and what the actual consumer wants. When I talk to realtors, I show them homes, “We want to look at homes. Look at great kitchens and bathrooms. They want to talk about school districts, moving up, and the nice yards.” Put yourself at the feet of the consumers. You want to stop them from scrolling and take a look at what you’re talking about. You’ve got one headline and photo to catch their attention. Make it something that they want, not what you want to talk about. It’s a mind shift on marketing in general but it’s effective.

One of the things I’ve suggested to my clients for years and years is every day you get asked questions and become content. Every day you’re asked questions. Will I get earnest money back? When is the appraisal? What is the difference between an appraisal and a home inspection? If I list with you, can I list it with someone else? Why do I have to sign a broker agreement? What are points? What is the interest rate? What is prime? Those are the bigger questions. Should I pay off my collection before I come to you? Whenever you get asked a question, that becomes content that others are asking.

Also, give it a clickable headline like The Top Three Mistakes People Will Kill Their Home Purchase Over. You can talk about getting a car or the person that got their fridge. People love that content. They want to hear those pitfalls and they think it’s interesting. If it’s a plus, you deliver it in an engaging and interesting way, we’re going to be the star. If you’re not good on video, write about it.

Maybe not at first though, and that’s one of the things I want to talk about because people get deflated. They’re like, “I’m putting all this out there and I’m not getting a comment, anybody to like anything and I’m not getting engagement.” What’s the next step to do that? Everybody gets within an inch of success and they stop. It’s like that as well.

It is a grind. I’m going to be super honest. It’s doing it. I was going live every day. I have an audience. I have 4,000 friends so there were potentially a lot of people looking at me. I would get 0 or 1 person in that live. I announce my live and throw out an interesting topic. I’ll get 20 to 25 people on live. It’s not thousands of people. That’s way more than one before so 25 people on live which I’m going to get 500 views in a week on that video. Five hundred eyeballs when I take a look at it so for me, it compounds. I’ve been doing daily lives. If you haven’t been doing months of work doing it every day, or almost every day, the answer is, do it that long. That’s the first thing.

The other thing is that if you don’t have the consistency, you’re not getting traction, your content might not be great. Switch it up. Listen to the consumer. Join every Facebook group and your community, the yard sale one, that PTA one, and listen to for people. What are they asking? People are asking about a mortgage. Be careful in those groups, you might not be able to talk about promotion and that thing. If you’re a resource, people will usually allow it.

MLM 269 | Lead Generation And Conversion

Lead Generation And Conversion: The important thing about Facebook or any other social media is consistency.


I know Russell Brunson talks about this as well. He said, “Go into as many Facebook groups as you need to get to 100,000 people.” It could be one group of 100,000 or it could be a group of 1,000 and you have to have 100 groups. Go into those groups every day and don’t like. Comment on things. Instant message people and say, “I saw that you wrote this. I didn’t want to answer it there but I want to answer it here.” Be a resource and pop in your top three something so you’re still giving. What people are going to say is, “Who’s this person who’s been posting? Every time I turn around, she’s live. She’s posting, she commented, and she’s this.”

Eventually, they’re like, “I better check her out and see what she’s all about.” If you want people to see 100,000 people a week to see your information, go in and do that every single day. That’s probably one of the best pieces of advice that I’ve heard that’s crazy and it takes about 15 to 20 minutes because I’ve been doing it. It’s finding the answer to a question that someone has that is your avatar. You’re not being a consumer but being a producer of information and resources. I want to say a comment about loan officers. I did this research, but I can’t remember all the details. The average loan officer is making, probably in 2020 it will be different, but what the statistics show is that the average loan officer is making $72,000 a year. That’s the average loan officer. We know people make over $1 million and all that good stuff.

The average real estate agent makes $28,000 a year. I’m sorry to realtors who are reading, but when we look at a loan officer who’s waiting for a realtor to provide them with their food, their commission, and their money source, that’s crazy. There’s nothing written in any of the guidelines and regulations that said that loan officers can do their own client acquisition and then feed it to the realtor of choice. Not a realtor that you want to have a relationship with but the realtor of choice because if I gave the business to some realtor I was targeting and one of my top realtors found out, I would lose my top realtor. I want to point that out. For me, I would never give business to a realtor unless I had a relationship with them. That’s me. Other people can do whatever they want. I’m not willing to sacrifice the great relationships I have. They’ve earned the right to have referrals from me. The others have not.

I like the point you make about you can be in control. There’s this model illusion, a myth that is like what you said the loan officer is beholden to the realtor. The internet, direct mail and cold calling changed that and other things.

There are other things too, and they’re things that I used to do all the time that did client acquisition. Let’s change gears here and talk about the real estate agent. If you’re a loan officer reading, this is what you can do to help your realtor. If you’re a realtor, what we want to be able to do is help you too. All the same things hold true, the consistency, getting groups, and walking and be about the town type of person. As far as that goes, get your foundation built for 2021. Be clear about who your partners are going to be, but what advice do you have for real estate agents, not those that are busy, but that are in that new era?

I would have pretty much the same advice. You want to start with that organic content and that group. You want to start that because that is the foundation of any business. You might be blessed with a great database and you can start working from day one, I would still work on that database on Facebook as well. It’s another way to touch people, not phone calls, text messages, or emails. Facebook and social media is a great way to touch folks. As soon as you’re able to, this is the same for loan officers and realtors, you should look into advertising on the same platforms. The platform is shifted. The platform loves organic content. If it’s engaged, people like it, so it’s a process.

As soon as you’re able to, you should try ads on these platforms. Why? It’s a low-cost entry. It’s a relatively low barrier to entry. If you can find a way to convert online leads, the scalability of your business is going to be, I don’t want to say limitless, but pretty close to limitless if you’re able to make those leads work. Jen, you’ve been in the business for a long time. Online leads are another lead source. We have people you haven’t met coming to you. If you can find a way to convert those, you’re unstoppable.

It drives me crazy because everyone is still saying, “I need more realtors.” It’s this old thought process if that’s the only way to get business. I still don’t understand. I have to be honest. When I was running my practice, I worked with 22 people. I had thousands in my database, but I worked with 22 people, and of those 22, 3 or 4 of them are realtors. The rest weren’t even realtors. I worked in other markets so there are opportunities beyond working with realtors, and not to say that you shouldn’t. Working with realtors is critical.

Choose the real estate agents to work with before you go out there and try to be everything to everybody. That’s my two cents about that. What your team does, your inside sales agent, is that they do telemarketing to get these appointments for realtors. Walk me through what the loan officer has to provide in order for you to do the telemarketing. Did they have to provide you a script? They’d have to provide you with a list, but do they provide you a script?

We have a lot of scripts that we already use that we know and we trust a lot. It depends on what the goal of the campaign is. I’ll be brief about it. Sometimes realtors have an extensive database of past clients or even leads. They weren’t even clients, but they were potential clients. They fell through, the realtor never followed up with them, didn’t close them, they never followed up or enabled, or they never reached them and never closed that. You have some of these loan officers that have hundreds, sometimes thousands of people on these lists that have that maybe they’re on some newsletter, maybe some automation, potentially, usually not.

Put yourself at the feet of the consumer. Don’t overwhelm them with information and product details. Click To Tweet

You may have your past clients on something, that’s the best that I usually see it. Past clients are on some kind of follow-up campaign, but a lot of people are getting nothing so we work those lists. We call those Rekindling Campaigns. Let’s call through every single person in your database. Let’s try and classify them. Let’s call them, text them, email them, use every single avenue that we have to get them back in touch with you. Check-in with them. It’s a great time to check-in, “How are things going?” If you have candidates for refis, call them to see if we can get more refis than that. Call them to see what the real estate plans are, “Maybe it’s time to talk about 2021. What are your real estate plans for the next twelve months? We’d love to help out. We’ve got this.” Invite them to an event. You’ve had a lot of people on your show talking about COVID but people are still having virtual events, and I know you’re thinking about that. You’re adapting and making that happen, so invite them to those virtual events.

My favorite client events were my classes. This was before COVID. If I were doing this now, I’d be online and have more people attend my classes probably than I did back in the day because it would be way easier, to be honest. We help people work their database, number one. The next thing is we try to rekindle those old leads, those last dead leads. They do not convert the same as brand-new leads, but they convert and that’s an important thing. You want to have something going out to them, calling them monthly, quarterly, semi-yearly, yearly. You want to reach out to them because you’re always going to get appointments from those lists. I know it’s crazy. It doesn’t sound like it’s true.

You totally are but also, they have friends and they’ve been abandoned by the other loan officer who wasn’t calling them either. You’re not interested now, but who do you know who is in the same situation or has questions of your friends, colleagues, and whatnot that you would feel comfortable introducing us to?

It’s a different relationship when you’ve called that person twice in a year, versus you’ve never called them before. They might start expecting the call from the ISA. “How’s it going, Bob? I’m still doing that but no plans yet.” It’s a grind, it’s little by little, but definitely, it builds on top. If they know Jen’s team is going to be checking in with them, “This is Gus, calling on behalf of Jen’s team. Jen wants to let you know that we’re doing this and that.” They have to represent you and the brand. Also, show some interest in genuine interest in what they’re doing and what’s up with that. That’s another thing that we do.

Another service that we provide is prospecting. We’re not working with people you have inside, we’re working to get more people into that database. Circle prospecting can be calling specific lists, calling lists of realtors in your area that you want to get in touch with, have a coffee with, share this awesome piece of marketing with, share your top three steps to get more people into your next open house. I had a realtor call me saying, “I need to talk to you about my VIP open house package. I want to give it to you, Gus. Let’s talk about that.” That got my attention. I’m like, “What is the VIP open house pack?” I’d love to have one of those.

That’s funny you say that because I used to do them with my real estate realtor. You and I will talk maybe beyond the show. For those of you that are members of Mortgage Lending Mastery, you’ll be able to have access to that and find out what’s that all about. It compares how your VIP open house package is different from mine.

That was a great hook and that’s what prospecting is about. You’ve got about ten seconds to get someone’s attention to stop them from hanging up on you. You better have something valuable to talk about, right off the bat, when you’re doing cold calling. Another service that we provide is when people turn on the online ads, they’re getting people coming into Facebook, YouTube or Google, Zillow, Whatever these services are where they’re redoing the response, qualification, live transfer directly to the loan officer or the real estate agent. We can have people on that campaign as well or sending an appointment for them to meet them later. Those are the main things we do.

Let me ask you what makes you different from Slydial. If I were to put all my people in Slydial, it goes out, comes back and I’m like, “I’m in a meeting. I can’t do anything,” so it automatically goes to a voicemail that says, “It’s me. I’m checking in.” What is the difference between you and Slydial when it comes to that, and are you familiar with Ylopo?

Yes, absolutely.

How is that different from those because Slydial I’ve never had on a show, but I had Ylopo on the show as well. I want to see how that’s different for people that are reading sequentially here.

With Ylopo, we work a lot with them because they’re a lead generation company. They provide leads. They generate them, they have the ads, and they do all the creative aspects of it. They take care of that for you and they generate the leads. They do a good job of setting up automation and helping you get the automation part. In talking about text messaging and emailing, they’ve got these smart notifications and alerts to try to give you a hint like, “Call this guy now. This guy is interested.” All those things are great.

MLM 269 | Lead Generation And Conversion

Lead Generation And Conversion: If you don’t have the consistency, you’re not getting traction and your content might not be great.


We are one other piece and we’ve measured this. If you can’t get the callback, time matters in these situations because the consumer has options, they have lots. They might call you first, because you’re top of mind, Jen, they want to call you first. If you’re not available for the next 24 hours, the chances that the consumer has enough loyalty and brand awareness to stick around for you, it’s a risk. You might lose that business if the consumer has a burning question or a need.

We’re there to fill that to talk to them, live transfer you to a later time, and to book a phone appointment later that day. They want to feel that someone is paying attention to them, and their needs are going to be met. The consumer wants that immediate response and that immediate attention. They’re used to it, so you have to provide that. Ylopo is great because of all of the tools it provides to use the phone calls more effectively. We’re in fall 2020 and we definitely understood not everyone loves phone calls but we’ve measured this. We used to do equal amounts of email, text message, and phone call follow-ups. Eighty percent of our appointments came from phone calls.

My husband, who is a mortgage lender, sounds like a broken record. All the time I hear him on the phone with everybody and he’s like, “Pick up the phone. Stop emailing them.” “I emailed him last week and I haven’t heard back. I didn’t get the title work and I didn’t get back.” “Pick up the phone.” He says it constantly to people.

It’s getting harder.

It is. What goes around comes around. I know that you’re going to be offering something in our Beyond the Podcast. You have a little freebie that you’re going to be doing three steps to convert more Facebook leads to appointments. I want to make sure that we do that. If you’re a Mortgage Lending Mastery member, you can read that at a later time and be able to get that information to them. If someone wants to reach out to you and says, “I’ve got to get this monkey off my back. Horrible monkey, get off my back. I’m afraid to make phone calls. I don’t know anybody to call or I’ve got a database and I’ve been neglecting them rather than nurturing them,” which is one of my things. How does someone get a hold of you? What is the best way for them to reach you quickly?

You can look us up at It’s a great way to reach out to us. I’m active on Facebook. I have a Facebook group. I’m always talking about marketing and masterminding. We’re always talking about what’s working within Facebook for conversion, text messages versus phone calls, the types of ads, what do you say to these people when you get them on the phone. It has a bunch of layers, Jen, and I’d love to continue the conversation there.

Gus, it’s been a pleasure having you on the show. Thank you so much for being out there to help us get relief for some situations and for us to be able to grow in other situations. I love that you’re being able to feed everybody. I appreciate your insight on all of this and hope that you survive this as well. I know you will because, down the road, this is something that people are going to need no matter what.

I appreciate the opportunity, Jen.

Thank you again for joining us and everybody, thank you again for reading. Please write a review and give us a great five-star rating. I love reading those reviews. If you have questions, put your questions in the review because that’s okay too. I love letting people ask the questions in the reviews as well. I look forward to catching you in the next episode.

Important Links:

About Gustavo Munoz Castro

: Help you set MORE appointments from your inbound internet leads, especially Facebook! We can also do outbound cold prospecting for your business (circle prospect, Expireds, FSBO’s, etc).

‘ :

1) We have our proven follow-up systems (calls+texts) that are designed to get a response from your leads, we follow up for up to 12 months!

2) You get access to a 50+ person ISA team that is calling your leads 16 hrs a day, 365 days a year!

3) You get access to our community of clients and partners that are all trying to accomplish similar goals


Contact me for FREE Strategy Session:
Book a Time To Talk:
FREE Facebook Mastermind Group:

Facebook Advertising | Lead Generation | Real Estate | Digital Marketing | Inside Sales | ISA for Real Estate | Appointment Setting | Lead Conversion | Lead Follow Up

Love the show? Subscribe, rate, review, and share!

Join the Mortgage Lending Mastery Community today:

Leave a Reply

Your email address will not be published. Required fields are marked *

Post comment