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EPISODE DESCRIPTION
In this episode, Dean and Jason are joined by Chad Gregory. Chad is the VP of National Sales at Dominion Lending Centres Inc. from Mississauga, Ontario, who has been with DLC since their early days in 2007. Chad's role includes the recruitment of Mortgage Agents, Mortgage Brokers, Mobile Mortgage Specialists, and Mortgage Brokerages.
Launched in January 2006, DLC has the most robust value proposition of any mortgage company in Canada, providing industry leading branding, marketing, training, technologies, systems, and support for all Agents. Today, DLC is Canada’s #1 national mortgage company with more than 3,700 Mortgage Professionals spanning the country.
Chad is here to discuss:
→ His career background before getting into mortgages and the grind of the early days of DLC.
→ Being the first brokerage to build a national brand and taking DLC from last to first in the country.
→ The sales skills he learnt from 10 years of door-knocking, strategies to become better at cold calling, and hacks to deepen client loyalty and create raving fans.
→ DLC's consistent investment into tools, technology, & AI, and their robust online training centre for Agents.
→ The multiple ways DLC's My Mortgage Toolbox mobile app is a game changer for a Broker's business.
→ What makes Velocity Canada's most powerful all-in-one platform for Brokers, and the impact of the Gold Rush campaigns on client engagement.
→ The power of continuous self-development, advice for Brokers, and 2026 predictions for DLC Brokers & ABW.
Chad's Book Recommendations:
DLC Website: www.dominionlending.ca
DLC LinkedIn: @DominionLendingCentres
DLC Instagram: @dlccanada
DLC YouTube: @DLCcanada
Chad Gregory's Email: chad@dlc.ca
Chad Gregory's LinkedIn: @ChadGregory
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📝 The Mortgage Broker Podcast Blog: @ABWMedia
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CONNECT WITH THE HOSTS
📋 Dean Lawton's LinkedIn: @DeanLawton
📋 Deryk Williamson's LinkedIn: @DerykWilliamson
📋 Jason Marshall's LinkedIn: @JasonMarshall
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CONNECT WITH A BETTER WAY MORTGAGES
🔗 A Better Way Mortgages Website: www.joinabw.ca
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with A Better Way Mortgage Groupor an industry enthusiast looking
(00:21):
to stay ahead, our episodes aredesigned to empower you with the
knowledge and tools you need toexcel in the Canadian mortgage
space.
All right, we're back for another
episode of the Mortgage BrokerPodcast.
And today we're circling back toour Behind the Leader series.
Very excited to have Chad Gregory,VP of National Sales, Dominion
Lending Centers.
Our brand, our network, a huge
(00:41):
partner to us.
Your leadership, there's a lot
there.
I know it's primarily sales, but
you're the guy on the ground.
You've been here from day one.
You've seen it all.
And that's really where I want to
get into is just kind of goingbehind the curtain.
especially from the startup hustledays yeah absolutely the grind
there was a lot of that yeah solike i just kind of want to dive
(01:03):
into all that and you know there'sa lot of other cool stuff we're
obviously going to touch on withwhere we are today you know
there's just the incredibleinvestment into technology
velocity gold rush of course thatword has been used heavily within
our company but you know there's alot of cool stuff there ai power
tools that are coming that youknow you and i were talking yeah
i'm excited about what the futureholds totally so chad let's get
(01:23):
into it yeah thank you for beinghere oh listen my pleasure guys
and thank you for having me thisis awesome you know i love uh you
know helping offices grow and ilove what i do and sharing stories
and you know obviously we got toshare a few when we were at
whistler and that's kind of howthis came about so i'm excited to
do this yeah this one's a cool onefor me too like i look at listen
my pleasure guys and thank you forhaving me this is awesome you know
i love uh you know helping officesgrow and i love what i do and
sharing stories and you knowobviously we got to share a few
when we were at whistler andthat's kind of how this came about
so i'm excited to do this thisone's a cool one for me too like i
look at you, obviously, myprevious role in recruitment with
mortgage architects, I look at youand Stu and, you know, Sean and
Gary, all those guys as mentors ofmine.
(01:44):
So to sit and have this pod withyou is awesome.
Thanks, man.
I appreciate that.
I appreciate All right.
Where did it all start?
all start?So yeah, to clear it up a little
bit.
So I've been here almost since day
one, pretty much since day one inOntario.
So the company was, you know,about a year and a bit old in the
year and a couple months old whenI joined, but they're pretty much
BC based and Alberta based.
and so they hired myself and
another guy a couple guys to startit up here in ontario and we hit
(02:08):
the ground you know justprospecting that's what we were
you know we had to pick up thephone we had to you know tell our
story get in front of people itwas a grind like you said in the
beginning you know and it wasn'teasy yeah many hours on the road
probably averaged 50 to 60 000kilometers a year on my car you
know a couple hundred nights inhotels flying to different cities
you know but it was exciting andit was something that you know i
look back and i go holy crap thatwork paid off when you're starting
(02:32):
out a role like what did you knowabout the mortgage industry and
the brokers and just how thatwhole thing worked yeah that might
be one of the shocking stories iswe knew nothing yeah like
absolutely nothing we don't comefrom the mortgage world work paid
off when you're starting out arole like what did you know about
the mortgage industry and thebrokers and just how that whole
thing worked that might be one ofthe shocking stories is we knew
(02:53):
nothing yeah like absolutelynothing we don't come from the
mortgage world So just to give youa bit of background, prior to
being with Dominion, I was with acompany called Richard Robbins
International, which is one of thelargest real estate training and
coaching companies in all of NorthAmerica, but certainly the biggest
here in Canada.
And the two guys that Gary and
Chris hired came from there, andthey were the ones that had hired
me.
from that company and so we knew
all the real estate brokeragesacross the country and at the time
especially here in ontario therewas an opportunity for the real
estate brokers to grandfathertheir broker license to a mortgage
broker license and they could openup a mortgage brokerage but the
(03:13):
window was very small so that'show we got into we started going
around to all the big royal pagesand remaxes that we knew and you
know said here's an opportunity toopen up an ancillary service here
in ontario we can help you grow itwe'll recruit to it you've got all
these realtors you know brokerswould love access to that so you
know let's open up a brokerage andthat's how we got started so but
(03:36):
like yeah we knew nothing you knowwe had to fake it completely i
didn't know who was who in the zooand you know like what the hell's
a hellock and you know i joke butlike that was kind of it it was
just learning by you know jumpinginto the uh into the frying pan i
mean that's incredible so how manyof those real estate brokerages
that you reached out to that youknew from the past ended up mean
(03:57):
that's incredible so how many ofthose real estate brokerages that
you reached out to that you knewfrom the past ended up you know
starting a successful dlcfranchise and are still operating
those today yeah there's stillquite a few some of them have
merged into other brokerages assome of these big you know
brokerages from the competitionand made the move over they've
done acquisitions of them you knowthe ones that put people in place
to help manage and run it similarto what they've done with their
real estate offices did reallywell yeah yeah and you know what
there was quite a few people inthe beginning days that we were
taking from the competition thatwere at that 10 or 15 million
(04:20):
dollar mark but with there's stillquite a few some of them have
merged into other brokerages assome of these big you know
brokerages from the competitionand made the move over they've
done acquisitions of them you knowthe ones that put people in place
to help manage and run it similarto what they've done with their
real estate offices did reallywell yeah yeah and you know what
there was quite a few people inthe beginning days that we were
taking from the competition thatwere at that 10 or 15 million
(04:43):
dollar mark but with love to getto 20 or 30 and have some
unfettered access to theserealtors and if they promoted it
properly they could go in andbuild relationships you know just
because a real estate brokerageowns a mortgage brokerage doesn't
guarantee that the realtors aregoing to use that mortgage
brokerage but the ones that did itwell yeah and they're still around
yeah that's cool i just want toget into like zero to number one
yeah right because that is it's anincredible journey it's like
everyone you talk to likecompetitors know the ones that did
it well yeah and they're stillaround that's cool i just want to
get into like zero to number oneyeah right because that is it's an
incredible journey it's likeeveryone you talk to like
competitors they always havesomething bad to say of course
right but the one thing they dogive dlc credit for is the
incredible growth i mean gary andchris truly changed the industry
yeah i think we're all better offas a result of those two guys and
(05:03):
i think a lot of the competitorsthat maybe don't think highly of
dlc for whatever reason becausethey're competitors and they're
just jealous is probably what itis yeah but they all say like he
made a lot of positive impacts onthis industry so they everyone
gives them his flowers from thatperspective at least from my think
better off as a result of thosetwo guys and i think a lot of the
competitors that maybe don't thinkhighly of dlc for whatever reason
because they're competitors andthey're just jealous is probably
what it is yeah but they all saylike he made a lot of positive
impacts on this industry so theyeveryone gives them his flowers
(05:24):
from that perspective at leastfrom my my lens so Like, let's
kind of get into that journeybecause you truly did see it all.
Yeah.
You know, I remember being at my
very first MPC event and we did alender appreciation party, which
really no other company had everdone before.
And it was just a thank you.
We brought all the lenders in.
And I remember Gary going acrossthe room and, you know, we were
talking about how, you know, wegot this many brokers and we're
going to be number one one dayand, you know, go to the next one.
And all of a sudden we got 10 morebrokers.
And I'm thinking, OK, we just went10 feet across the room.
I don't know how we got 10 moreagents, but OK.
And really, by the time we got tothe far side of the room, you
know, the belief that this guy wasinstilling in everybody that we
(05:47):
were going to become number oneand that we were going to be a
force in this industry.
It was unbelievable, the
conviction that this guy spokewith.
And we all believed it.
You know, we all had a vision.
We knew exactly what we had interms of a model.
We were proud of it.
We knew how it stood up against
the others.
And it was just a matter of
getting in front of people, youknow, and it was one at a time,
you know, and.
as we started to recruit some good
(06:07):
producers from the competition westarted getting phone calls from
the broker owners of thesecompetitors going i've never lost
anybody before like what are youguys up to and then all of a
sudden we were getting in front ofthe broker owner and showing them
our complete value proposition andit was better than theirs and Once
we got one, it led to another andit led to another and it just kind
of had this flywheel or thesnowball effect.
And once we took down a few of thebig, big companies out there, the
(06:29):
big teams.
It just got easier.
But the beginning days, thebeginning days, it wasn't.
How far into the journey?So if you think about day one
until whatever date it was whereyou were like, holy shit, like we
have something here and this isgoing to be big.
Like how far to that journey didit or how long did it take to get
to that kind of realization?Well, you know, two or three years
(06:51):
into it, it wasn't much more thanthat.
I think we were starting to seenumbers that rivaled us as one of
the top in the industry, if notthe top.
You know, back then it was kind ofhard to, you know, tell the
numbers and even still today.
A lot of these companies are
private.
You know, they say they do this,
but you know, I remember the talkat the time was if you could get a
company to 10 billion, like thatwould be unbelievable.
(07:13):
Like that would be the pinnacle.
No one's ever done it like a
network, not just one company.
Right.
And like, here we are last year,over 67 billion as a group, we've
got brokerages that are going todo four or 5 billion.
Yeah.
Yeah.
You know?So it was about that two and a
half, three year mark that we werelike, all right.
We're about to become number one,if not already number one, and
we're not going to look back.
I love it.
That's so cool.
(07:33):
Yeah.
I mean, it's pretty incredible thekind of volume, like even just
we're doing on our side thingslike, and where it all started,
it's just mind blowing.
Like, I mean, even for myself,
like when I first startedbrokering, there wasn't really
many people doing a hundred mil ayear, just like an individual
agent.
Now you look at our network, how
many hundred million plus agentswe have, right?
Like it's incredible.
So looking at behind the scenes,
was there any big pivots or like,that's kind of a, an aha moment
(07:55):
you know just getting to thosevolume numbers was there anything
else that stuck out like you knowmarket crashes or anything that
yeah um also i started in 2007obviously there was a bit of a
crash in 2008 but i didn't feel itlike i mean i didn't understand it
like i was new to the industry andso i didn't let it get in my way
of going out and doing what wewere doing i mean what really um
also i started in 2007 obviouslythere was a bit of a crash in 2008
(08:18):
but i didn't feel it like i mean ididn't understand it like i was
new to the industry and so ididn't let it get in my way of
going out and doing what we weredoing i mean what really made me
confident and going out and doingthis was the model these guys had
put together and it started withthe foundation around branding you
know we felt the biggest weaknessthis space had was the lack of a
(08:39):
brand a national brand that peoplecould trust and recognize nobody
else is doing it it's all theselittle mom and pop shops a few
little networks no outwardadvertising and we copied a
playbook straight from ramax ithink it's well known and well
documented but you know these guysif you walk into any neighborhood
in the country yeah you know likeremax stands out yeah and so we
actually copied that nationaladvertising strategy and we
believed in it like i remembersitting with some leaders and
(08:59):
funny enough some of those leadersare now with us on the executive
staff but when they were with thecompetition saying you guys are
nuts yeah you know you're comingout with a 150 a month ad fund fee
that no one else has.
Nobody's heard of you.
Like you're already shootingyourselves in the foot right out
of the gate.
And those were literally the words
they used.
And we just said, you know what?
Somebody's got to do this.
Somebody's got to be able to
establish a brand to go up againstthe banks.
Cause that's what people knew.
And if you look statistically back
then, I think it was around 88 %of people were going to their
bank.
Yeah.
Yeah.
And today it's pretty much 50, 50
and that first time home buyer,it's closer to 65%.
(09:23):
And that's in less than 20 years.
I mean, it's so true.
Like I started my career day onewith DLC, so it's all I've known.
But one thing I realized earlierin my career when an agent came
over to our brokerage that I was apart of, the first thing they
said, so let's say this is acompetitor.
When I introduced myself to a newclient, hey, here's who I am.
(09:43):
I'm with Dominion Lending Centers.
Oh, awesome.
Great.
Yep.
Where at the previous brand, itwas like, oh, what's that?
Yeah.
It's now a negative conversation
in a sense, opposed to justjumping into the value prop.
You're now having to explain whatyou are.
You're already a little bit in thehole.
Right.
Know what I mean?
So like that is absolutely one ofthe biggest competitive advantages
Dominion brings to any brokertoday.
20 years ago was that recognition,that validity in the eyes of the
(10:04):
consumer.
Because as Canadians, the majority
of us are pretty conservative whenit comes to spending our dollars,
right?We want to trust the company.
We want to know the company.
We want to know the person.
And by all means, they're going totrust you.
They know you.
They like you.
But when you have a recognizablelogo behind you...
It just adds that much morecredibility.
I mean, that's what brands do.
I mean, Gary's been saying a lot
(10:25):
lately is it's a transfer oftrust.
Totally.
You know, the biggest brands in
the world have the most marketshare, have the most trust when it
comes to the consumer and, youknow, getting their business.
And so we looked at it and said,wow, how do we compete with banks?
Yeah.
We got to get our name out there.
We got to get our message outthere.
There was a lot of misconceptions,you know, about what a mortgage
(10:45):
broker can do for people.
And even today, there's still a
bit of that.
Yeah.
But it's much less than it was 20years ago.
Like people thought they only cameto us if they couldn't get
approved at their bank.
Yeah.
Yeah.
It's terrible credit, loan shark.
Like it doesn't have my bestinterest.
Yeah.
Right.
And it's like, wow, that's crazythat that's what the public was
thinking.
And so the branding and what
(11:05):
Dominion did is really what'schanged this entire industry, not
just for us, but for everybody.
Completely agree.
And where I've noticed this now onthe brokerage owners.
is talking to bankers.
And, you know, like, let's say,
you know, a TD banker, as anexample, they love that TD pen.
Yep.
and the brand it's a reputation
and when we talk to them abouttheir options they choose dlc
because it's a similar like yeah ican put that pin on my client to
(11:27):
have a big brand behind themtotally and so yeah they gravitate
towards dlc almost always yeah youknow because it does they
recognize the power of one theyunderstood it when they were at
the bank and now they recognizethis is the brand in the industry
yeah so we listened to a podcastthat you were on previously and
there's to have a big brand behindthem totally and so yeah they
gravitate towards dlc almostalways yeah you know because it
does they recognize the power ofone they understood it when they
(11:48):
were at the bank and now theyrecognize this is the brand in the
industry so we listened to apodcast that you were on
previously and there's story aboutyou know 10 years of door knocking
i just want to touch on that onepiece because you know 10 years of
door knocking to vice president ofnational sales right like quite
the trajectory there a little bitdifferent yeah yeah absolutely is
there one skill that you foundcarried over well so i'll just
(12:09):
give the quick story so i wasgoing to queen's university i was
in my third year of pre -medthat's the route i thought i was
going and i was hating it so i'lljust give the quick story so i was
going to queen's university i wasin my third year of pre -med
that's the route i thought i wasgoing and i was hating it And I
(12:29):
wasn't sure I was going to get outof it, but my career counselor had
said, why don't you get a job insales?
If you're going to go on to becomea doctor, a lot of them don't have
great... bedside manner and youknow not great people skills and
you need that skill set so getinto sales and i had done some
retail when i was a teenager butnot full -on sales so i answered
now in the paper and it turned outto be you know going door to door
and selling those coupon packagesto buy one get one free for
blockbuster video and mcdonald'sand all that stuff right i started
building up a team and i wasmaking some silly money and i
thought you know what i'm gonnatake a year off school I'm going
(12:51):
to see where this goes.
Or I can build up a team.
I can open up my own office andthen I can open up others.
And I ended up doing that.
Actually, that's where I met Stu,
the other vice president here inOntario.
But I ended up having officesacross Canada and then I got a
chance to go open up offices inNorthern Africa and Morocco.
Oh, wow.
Yeah.
So I spent 13 months over therebuilding up a sales force of about
200 people.
Got inundated into the culture
over there, learned, you know, howto speak Arabic while I was there.
And so a lot of people don't knowthat stuff.
I know that.
(13:12):
so anyways yeah the skill set that
i brought first off that is youknow no pun intended but the
school of hard knocks when itcomes to you know like you're got
20 seconds to make an impressionand keep somebody's interest and
get them to open up their walletyeah you know the reality of it is
is that i learned how to build agood impression inside 20 30
seconds i learned how to beresilient and thick -skinned and
take rejection and you know handlethe nose and i learned how to not
(13:34):
get too high when you know you hada hell of a day and not get too
low and you didn't have a greatday and so there's a bunch of
those skill sets that i've justcarried forward because that's
part of sales yeah these are goodhow are the nerves on your first
knock terrible yeah so the way itworks is you start off following
somebody for a day you reallydon't get to do any pitching
you're just sitting therelistening to how they do it and
they had a really cool you knowfive steps where you do an intro a
(13:57):
short story presentation get it intheir hands do a quick close and
then you know try to sellmultiples so they had a system and
it worked day two you start doinga few doors on your own and the
first door i'm not even makingthis up i remember the lady opened
the door i froze completely andlooked at her and said wrong door
and i walked away and i'm walkingdown the sidewalk back to or the
pathway to the sidewalk and mytrainer looks at me he's like
(14:19):
wrong wrong door like dude thisisn't like a wrong number like i
said man i froze i panicked butEvery door got easier and easier
and easier.
And, you know, by day three,
you're doing doors on your own.
And if you do well enough at this,
they've made you a sales leader,which it only took me three weeks
to become one.
And then I got to start training
others to do it and, you know, gotto make a little piece off of
(14:42):
everything they were doing.
And that's what got me into sales.
what got me into sales.
The reason I ask is the nerves on
that first knock.
And I think about today's broker,
where it's the nerves of makingthe first phone call.
If they're looking to prospect anew realtor or a client, what
advice?would you give for a new broker
that's you know really needs topick up the phone and you know do
their 10 calls a day or whateverit is but they have that knocking
(15:04):
anxiety or the fear of the phonefeels like it weighs 10 pounds
yeah what advice would you givebecause i know you're the master
on the phone and kind of work inthat network so i think that that
would be helpful well i appreciatethe kind words so richard robbins
taught me the skill set of pickingup the phone because at that job
it was like i was in charge ofopening up know taught me the
skill set of picking up the phonebecause at that job it was like i
(15:25):
was in charge of opening upopportunities with real estate
companies down in the u s who didn't really know richard
he was huge here in canada soagain it was like that beginning
days of dominion where nobody hadever heard of you and you have to
make a quick impression inside twominutes get past the gatekeeper
the secretary or the receptionistand so a couple things one is
follow proven scripts And if yougo into the back end of the
(15:45):
Dominion intranet, under thetraining section, there are
scripts in there that are proven.
You know, they outline why you
should be calling your pastdatabase, you know, new clients,
how to, you know, build arelationship with a realtor.
And people hear the word scriptssometimes and they go, I don't
like scripts.
It's like, okay, you don't have to
use it verbatim.
Yeah.
But it's a guideline of somethingthat's already been proven to be
successful.
and the second part of that is not
sounding scripted it'sinternalizing it and what that
(16:05):
required and this is what we didevery morning with the door -to
-door company for 30 minutes everyday at richard robbins for 30
minutes we chose anotherindividual and we role played and
one would pretend to be thecustomer or the receptionist or
the broker owner of the companyand the other one would be doing
the actual pitch And then theywould throw objections at you and
say, okay, you know, and there wasmaybe only three or four, just
like there is today of, you know,why wouldn't they use a mortgage
(16:26):
agent?No, like there's not many.
It's not like they make new onesup every year.
It's pretty much the same one.
So role playing, using proven
scripts, practicing, overcomingthe objection handlers, you know,
and just getting good at it.
And the more you did it, the more
you role played ahead of time, theeasier that first phone call
became.
Yeah.
It's just, I warm it up before agame.
You got it.
Exactly.
I look at those scripts and onething that worked for me really
well in the early days was takingwhat was on that internet.
And yeah, I thought scripts, likeI'm not going to read this thing,
(16:46):
but what I learned is, okay, I'mgoing to read this and I'm just
going to make bullets of piecesthat I need to.
touch on personalize it to myselfbut it still was the same strategy
i'm hitting the same point to justmaking it sound like me you got it
it's there it's like it's amazingwhat you can do if you you know
just slightly tweak something andmake it your own absolutely and
(17:09):
like i said the resource is thereuse it but then pick somebody in
the office and role play with yeahit's a great and then once you've
got it down pick somebody else androtate and get into that habit i
remember the first time roleplaying and not so much the door
-to -door because i didn't knowsales and i thought this was
normal but with resource is thereuse it but then pick somebody in
(17:30):
the office and role play with yeahit's a great and then once you've
got it down pick somebody else androtate and get into that habit i
remember the first time roleplaying and not so much the door
-to -door because i didn't knowsales and i thought this was
normal but with richard i was likethis is weird and just it felt
weird to sit in the you knowcoffee room 30 minutes before we
(17:50):
were getting on the phones for theday and you know pitching somebody
it was like okay this is not whati'm used to man is it effective
yeah so effective this is justyour sales strategy business
development tactics and likewhether you're selling a coaching
program effective this is justyour sales strategy business
development tactics and likewhether you're selling a coaching
program you know recruiting amortgage broker or a mortgage
broker trying to you know converta realtor start using them it's
(18:12):
all the same stuff right yeah likeis there one business development
hack that you've seen really youknow turn leads into loyal clients
well there's yeah i mean if you'vegot a client that's worked with
you there's many ways to deepenthat client loyalty in fact that's
where i believe the trueopportunity is is you get one
person that you know you didbusiness with and they liked you
there's yeah i mean if you've gota client that's worked with you
there's many ways to deepen thatclient loyalty in fact that's
(18:33):
where i believe the trueopportunity is is you get one
person that you know you didbusiness with and they liked you
and then you get a chance if youcan do something after the close
where they're not expecting itthat post -sale service follow -up
to wow them and turn them intoraving fans in fact there's a book
that i read believe it's by kenblanchard i think i got it on my
phone here it's called raving fanssorry yeah ken blanchard and
sheldon bulls and i recommendeverybody read that because they
(18:54):
then become your sales force yeahYou know, and they start referring
business to you.
And here's the cool part about
post -sale and deepening clientloyalty is the bar is set so low.
Yeah.
Like very few people do it.
And even like with buildingDominion, like we continue to
service our offices.
We continue to bring value.
You know, franchises have signed aseven -year agreement.
It's easy for us to forget andjust move on and get the next one,
which is what most salespeople do.
but man when you provide value
time and time again after you'vealready made that you know
commission you blow them out ofthe water and nobody's doing it
yeah that's the part that i thinkis really missing right now and
you can turn these guys and thesepeople into your raving fans
that's such a great point likewhat these people can do for you
from a sales perspective after thefact when you over serve them yep
(19:15):
and the introductions that we getregularly from like bankers are
probably the best example of thissuch a great point like what these
people can do for you from a salesperspective after the fact when
you over serve them yep and theintroductions that we get
regularly from like bankers areprobably the best example of this
how many friends they have at thatbig institution that they just
left yeah and it's like hey bringthem out to our event or hey like
(19:38):
you know do something a little bitextra spend an extra you know a
couple hours with them on a calland like we're constantly getting
i can't believe you you know i'mtaking up so much of your time or
this and that it's like no manthis is what this is all about
right so yeah that's such a greatpoint that is just so versatile in
any industry the one thing that itook away from gary in the early
days was the rhythm chart and Thathelped me from not just converting
somebody to eventually work withme, whether it was a realtor in my
mortgage broker career orconvincing a mortgage broker to
join us.
(19:59):
Like just the rhythm of constantly
following up on those folks, doingthese little nice gestures.
Gary made a, when he firstdelivered it to me was, I've been
getting compliments that I'mhearing from you more than my own
owner.
Like, have you had any experiences
with that in a similar sense?This is a Darren Hardy strategy.
a similar sense?This is a Darren Hardy strategy.
So obviously, you know, Darren andGary.
(20:20):
become great phrase, but you know,initially it was coaching and
Darren's arguably the number oneentrepreneur coach in the world.
Right.
And so he introduced us to this
idea of the rhythm chart.
So, you know, you go out, you do
your pitch, whether you'repitching a client to, you know, do
a mortgage with you, or you'repitching somebody to join your
brokerage or whatnot, not alwaysdo they say yes right away.
(20:42):
You know, especially in thebeginning, it was like, well, we
don't know who you are and wedon't know if you guys can deliver
and do what you say.
And, you know, it sounds good, but
you know, let's see.
And.
it's easy just to go on to thenext one but then if you do the
constant drips and that's what therhythm chart is it's a systematic
drip of different you know giftssmall tokens you know letters
handwritten cards like that's alost art today yeah really like i
just met with a team that's doingabout 120 million from the
competition two weeks ago i sat inthe parking lot i've got these
thank you cards the dominionbranded blank on the inside and
(21:04):
spent five minutes just writingout hey that was amazing to get to
know you you know your story'sincredible what i see you're doing
for your brokers is incredible youknow loved all the stuff in your
office you had all kinds of sportsparaphernalia and i said i just
really thank you for giving me thetime to present to you and i'd
love a chance to show your teamput my business card in signed it
off saying thank you had stampsand envelopes in the bag found a
post office or a post box thatcould drop it in and like 10
(21:25):
minutes after i left the officei've already got this going out so
and i actually included uh darrenhardy book so i ended up putting a
package together so the compoundeffect that's another one of my
favorites anyway so that got sentwell three days later i'm getting
a text going wow can't wait toread this book that's awesome and
i'm thinking how many times has hebeen pitched by the competition
(21:46):
totally probably in his 10 -yearcareer a dozen yeah i just How
many do you think actually haveever done that?
When I was working obviously withyourself and Gary, you know, one
thing that he stressed at alltimes was emotional deposits,
right?And that was sending raving fans
or sending a book.
And that rhythm chart for me, I
had it on my screen religiously,but sometimes it's just a snapshot
reminder of, oh shit, Ike, Ihaven't talked to this person in
(22:07):
the last month.
So let me reach out and send them
a book or send them whatever.
So, I mean, we use it to this day.
Yeah, it's amazing.
And again, so for mortgage agents
listening i mean there's a hugeopportunity to do this with
realtors you want to work withhelps everybody also make sure
you're taking care of the onesthat you do work with don't forget
about them they should be a partof this drip campaign you know
little touches unexpectedemotional connections but the ones
you don't work with that you wantto you know that have said no to
(22:30):
you and you know something's goingto happen with the relationship at
some point with their currentmortgage broker yeah you know
unfortunately sometimes we're onlyas good as their last deal and if
they ever screw up you want to benext in mind yeah this is kind of
a an internal saying that we hadwhen we were running our book is
realtors have a shelf life whetheryou're doing a great job or not
(22:53):
like majority of them have a shelflife of like 18 to 24 months
because mortgage brokers arealways calling them yep and it's
so easy for them to just flip thatother file to the next guy and
this is kind of a an internalsaying that we had when we were
running our book is realtors havea shelf life whether you're doing
a great job or not like majorityof them have a shelf life of like
18 to 24 months because mortgagebrokers are always calling them
(23:15):
yep and it's so easy for them tojust flip that other file to the
next guy and end.
If you're not continuing to follow
up and build new ones, you'redefinitely going to fall behind.
And of course, there's always likethe one or two loyal realtors that
become friends that, you know,continue to support you.
But you got to get a pipeline ofthose referral partners.
And like, this is just the easiestway to do it.
(23:35):
And it doesn't have to beexpensive.
doesn't have to be expensive.
Like a book's 20 bucks.
20 bucks.
Yeah.
If you buy in bulk, it can becheaper.
So like some of those gifts I'vegone and along the way was, you
know, the whole Dustin Woodhousebe a better broker.
You know, those are great to handout.
The Compound Effect from DarrenHardy.
The latest one, I'm waiting for acase of them to come, is the Dan
(23:57):
Martell by Book of Time.
That book changed my life.
Right?So I'm listening to it right now.
It's phenomenal.
I've been following the guy for a
long time.
I mean, two -minute clips at a
time.
And to see him come to our
conference, I was like, oh, thisis amazing.
And I think people need to buyback their time.
They need to understand thatconcept.
So, you know, you can send them a$10 Tim's card or, you know,
(24:18):
Starbucks card.
You can send them an audible book.
You don't even have to send them aphysical one.
You can just email it to themright away.
Hey, I was thinking about you,read this, thought you'd really
love this.
There's another book by David
Goggins.
Can't break me.
Oh yeah.
I don't know if you ever read
that.
I haven't read it, but it's been
on my list.
I was having lunch with a realtor
and he was telling me about allthe marathons and all the
(24:41):
triathlons and all these thingsthat, and so.
of these worldwide reallydifficult ones they're not normal
triathlons and that's a lot ofwhat this guy did ex -military
yeah i sent him the e -book andit's like you know five minutes
after we're done the lunch cost me14 .99 And the guy was blown away
by it, you know, and it's like,well, he's sending his business
now to Dominion Lending Center.
So there's so many ways to deepen
that client loyalty.
(25:02):
And it isn't just with gifts.
It's making sure you got constanttouches, constant communication.
I wonder if that guy that you,wonder if that guy that you, uh,
sent that Goggins book to actuallyran a marathon because I've read
that book.
I think he did it on two broken
legs too.
So yeah, this guy's inhuman, but
if you haven't read it, it is oneof the most motivational books
I've ever read.
I actually got the entire sales
team.
Yeah, I mean, you stop having
excuses real quick.
real quick.
Yeah.
I know I'm not running marathons.
I've run a half marathon once, butthat's another story.
We've teased a bit on just some ofthe training, like the scripts and
what's available to our agents onDLC's intranet.
Maybe you can just... touch onthat one more time and just what's
available to the team becausethere is so much recorded yeah
training on that spend time in thetraining center like it is the
(25:25):
most robust of any of thecompetitors i've seen and i've
been in the back ends of every oneof the competitors prior to you
know converting people they showme what they've got and it doesn't
even hold a candle to what we haveso literally there's like 500
hours of video recordings backthere you know and some of it's on
tools and technology some of it'son product obviously those can get
a little outdated time in thetraining center like it is the
most robust of any of thecompetitors i've seen and i've
(25:46):
been in the back ends of every oneof the competitors prior to you
know converting people they showme what they've got and it doesn't
even hold a candle to what we haveso literally there's like 500
hours of video recordings backthere you know and some of it's on
tools and technology some of it'son product obviously those can get
a little outdated But, you know,some of it's on building
relationships.
We brought in authors and Gary's
(26:07):
Level Up Syria and, you know, allof those.
There is a massive amount ofmaterial back there.
There are very good scripts backthere as well, too, that I really
believe people should be using.
It tells you reasons to reach out.
You know, in fact, I do a trainingsession and maybe we'll do it with
your entire group where I walkthem through a seven step.
program that's proven for the last25 years to grow your business by
15 to 20 percent every single yearyou know so you can predict a
consistent amount of businesscoming in and grow and it's simple
(26:30):
It's not rocket science, but Iactually even give the scripts to
go along with it.
What to say day one, what to say
day 90, what to say day 120.
If you don't make the calls, like
you said, there's an apologyscript in there, which, you know,
hey, I've done a crappy jobkeeping in touch and I'm so sorry.
Yeah, you can only use that oneonce though.
Yeah.
You know, but yeah, like maybe
(26:50):
we'll do that with yourcurriculum.
I think it brings a lot of value.
Hey everyone, Dean here.
Quick timeout from the episode toshare with you the ABW Tuesday
mortgage memo, your weekly.
market highlights sent directly to
your inbox every tuesday this iscertainly one you're not going to
want to miss so make sure to signup now you can do so with a link
in the show notes or you can headto join abw
ca and sign up there this is ahigh level summary of market
(27:15):
developments regulatory updatesand housing trends every tuesday
so hope you enjoy it and back tothe show we will definitely take
you up on that and i mean it's agood segue just into you know
dlc's killer value proposition andthe tools that we're showcasing
every day i mean to start the dlcmobile app yeah is huge this thing
is honestly one of the best thingsthat we've ever invested in huge
(27:36):
this thing is honestly one of thebest things that we've ever
invested in Here's what I think,you know, outside of the brand,
like we talked about earlier,being the foundation and the
cornerstone and still a massivereason why people join us,
especially bankers, tools andtechnologies is what separates us.
There is no one in the industry,no other company investing like we
are in fintech.
You know, we are trying to lead
that charge and we are.
I mean, and so the My Mortgage
(27:57):
Toolbox or whatever it's calledfor the other brands that we've
got.
this thing's hugely underutilized
in my opinion like people yeah igot it i downloaded i do it but
man you want to make sure everysingle customer gets this in their
hands and here's why and you guysknow the answer but i always ask a
prospect you know what do youthink is the most Googled or
searched word in the mortgageindustry by Canadian consumers
today.
Most will say rates.
Yeah.
And I would have probably said
that too, but funny enough, no,it's number two.
Number one is mortgage calculator.
And here's why it is, is you sit
with a client and you go through,you know, be it a husband and wife
and you go through all theseoptions with them and they leave
the meeting with you.
Well, they're going to go home and
they're going to want to run a fewscenarios and they're going to go
(28:19):
Google a few things.
guaranteed their Googling mortgage
calculator to do these scenarios.
And if you don't have one, which
the rest of the competitiondoesn't, if you don't have one
that's yours, well, guess what?It's coming up.
CIBC, RBC, Butler, RaidHub, alltheir calculators.
And now your client's in the sharktank.
to their calculators.
And now your client's in the shark
(28:39):
tank.
Totally.
And you have a real risk of losingthem if they go through and do
scenarios because the othercompanies get notification that
they're on their calculator.
You need to make this part of your
process right from day one.
Get it into everybody's hands.
Tell them, hey, I got the bestcalculator in the industry.
It's all here.
I'm going to send you the link
right now.
Download it.
Because then as well, when you're,you know, doing these scenarios
and running these reports, you'regetting the notification.
(29:00):
That's what I think is one of thekey pieces.
If someone's going in and runningscenarios on their own, you're
getting a notification.
Hey, Chad, Jay's in your app doing
something.
And then there's an immediate
touch point, right?So I'll do two or three recruiting
meetings in a day, So I'll do twoor three recruiting meetings in a
day, you know, with bankers orcompetitors, and I'll send them a
copy of my app right when I'm inthe presentation.
(29:23):
I'm like, I tell you what, I canshow you screenshots and this and
that, but the best way to get thisapp, play with it.
So I send it to them right away.
Well, all day long, I'm getting
notifications on my phone thatthey downloaded the app, that
they're doing this report, they'redoing the prequalifier, you know,
and the only one I show thembecause it's not consumer facing
(29:44):
is the refinance analyzer.
Oh my goodness.
Is that, Oh man.
Like that is the opportunity.
I honestly think we did a hundredmillion in 2021 because of that
refinance.
When I show competitors that
refinance analyzer and say, I showcompetitors that refinance
analyzer and say, here, you plugin their current situation, you
know, what remaining monthsamortization, current rate, what
the.
want to refi to all their debts.
Yeah.
Because right now, let's be
honest.
I mean, banks and lenders are
kicking our butts when it comes torenewal.
(30:05):
Totally.
It isn't a renewal conversation.
It is a refinance conversation,right?
I talked to a couple of brokersthat are frustrated with, oh, I'm
getting beat.
I'm like, Canadians are carrying
so much debt today.
They're up to here.
Yeah.
You know, and the lender is
sending out a low rate and takingthat into consideration.
They're not taking in the fullpicture.
and we're competitive on therefinance side so now you plug in
(30:25):
all their debts say this is why wewant to look at doing it it
doesn't make sense and in twominutes it spits out this
beautiful report we personalizedand branded with yours and their
names on it you can send it as alive doc yeah so when you send it
Anytime they open it up, you'rebeing notified.
So three weeks from now, they'resitting down again and having a
glass of wine and they'rediscussing their options.
(30:45):
They open the app, you're gettingnotification.
It's brilliant.
I'm not even kidding.
In 2021 with COVID rates droppingsubstantially, I was building
those reports, filming a video,screen share video of going
through the report.
It probably took me four to five
minutes front to back.
And I would just send them to
clients because we were too busyto actually call them at that
point in time.
I'm not even kidding.
80 % would just email me back.
(31:09):
let's get started right no
conversation needed yeah it wasinsane how impactful that was and
we are now coming back into a timewhere people signed a lot of
higher rates 12 18 months ago evensix seven months ago these
refinance scenarios actually makea ton of sense right now you're
saving the money yeah droppingtheir monthly expenses and the
report shows all of it it's clearas day like gone are the days of
doing this on a piece of paper oran excel spreadsheet were too
their monthly expenses and thereport shows all of it it's clear
(31:32):
as day like gone are the days ofdoing this on a piece of paper or
an excel spreadsheet You know,it's so professional looking.
Yeah.
And that's how you find
opportunities, you know, like gointo your database and take a look
at the ones that had 6 % ofinterest rates, you know, 12, 18,
24 months ago.
You know, I know I had one when I
came up for renewal off of theCOVID.
If I went up to almost seven, itwas crazy.
Right.
And so there are opportunities
there, but you got to utilize thetools.
(31:53):
I went up to man so the one thingyou mentioned just which we
haven't done but you're giving itto prospects that you're trying to
recruit as mortgage agent yeah sowe haven't done that but we're
going to do that right away 100 iused to do that with realtors i
would give it to realtors and theni would see when they were in
there and it's like hey i haven'theard from that guy in six months
where's all these deals goingright Boom, call the realtor.
(32:13):
And again, And again, it gives youa distinguishing competitive
advantage to go meet with arealtor and say, hey, I got
something cool to show you.
You know, I'm going to put my app
on your phone.
And so now when you're doing open
houses and people are coming in,you know, one of the questions you
can ask is, have you been pre-qualified?
No?Okay, cool.
And they start doing it right ontheir app.
(32:35):
My long -term girlfriend is amortgage agent with Dominion, and
she's got about 10 differentrelationships with realtors.
She's got it all in their phones,and she can tell every time.
one of them's doing an open housebecause there's like four or five
or six pre -qualifiers comingthrough in about a two -hour
period yeah and you mean you caneven train your realtors to give
that app link out to their clientsright and now there's clients so
(32:56):
you don't even know who they areyet but they've been given that
app so it's just such a powerfultool i promise top three reasons
people are joining them in yeahstuff like that i love that so
maybe let's touch on velocitybecause it just keeps getting
better and when i first startedusing it as a broker i didn't like
it and you mean you can even trainyour realtors to give that app
(33:16):
link out to their clients rightand now there's clients so you
don't even know who they are yetbut they've been given that app so
it's just such a powerful tool itop three reasons people are
joining them in yeah stuff likethat stuff like that i love that
so maybe let's touch on velocitybecause it just keeps getting
better and when i first startedusing it as a broker i didn't like
(33:37):
it at the beginning it took alittle bit and again i think it
was more muscle memory you're justused to one tool again you know
this is going back seven eightyears ago right where it's at
today even where it's at todaylike velocity three was recently
updated like there's a coupleimprovements there that were
substantially yeah better yeah i'mexcited about it just the amount
of money that's being poured intothat like just what's your lens on
(33:59):
velocity and how you're usuallyyeah you know we were all at the
mercy of one platform and you knowagain it did its job but let's be
honest it's an older platform witha lot of patches and band -aids
and there's you know a lot ofpeople that are used to it and
therefore have you continue to useit but they also can you know have
some the beginning you know wewere all at the mercy of one
platform and you know again it didits job but let's be honest it's
an older platform with a lot ofpatches and band -aids and there's
you know a lot of people that areused to it and therefore have you
(34:21):
continue to use it but they alsocan you know have some concerns
and complaints and you know whenit went down i don't know what
whatever it was four years ago forthose five straight business days
you guys remember that like theentire industry yeah it was
crippled that was in during the2021 covid insanity right yeah and
rates were rising and it was justlike holy what's happening here
right so nobody could submit adeal in the industry except for
dlc because we decided to investin our own highway our own
platform yeah and the analogy iuse is like the other one's kind
(34:44):
of like the 401 for any of youguys in the yeah and rates were
rising and it was just like holywhat's happening here right so
nobody could submit a deal in theindustry except for dlc because we
decided to invest in our ownhighway our own platform yeah and
the analogy i use is like theother one's kind of like the 401
for any of you guys in the Torontoarea it's not fun you know I was
on it today coming down here and Iwas like this is crazy but then
there's the 407 which actually Ihad taken most of the way and it's
(35:06):
just so much faster and efficientand easier and the only difference
is is you know you don't pay forvelocity like we do the 407 yeah
yeah we just said you know what weneed some additional highways
backup but then we really heavilyinvested inside and we took the
feedback from our network you knowwe have an advisory board of the
top agents in the country thatutilize 100 velocity saying love
it would love it to do this and ifthey want it generally it's really
(35:28):
good for everybody else and theylisten You know, Jeff Willis and
the team there, Gary made thecommitment to build the best damn
platform this industry's everseen.
And he's delivered on it.
on it.
Totally.
I mean, the next level group chat,
Jeff Willis is in there.
There's a lot of stuff popping in
into that chat and it does getimplemented.
And I think that's a key piecethere is the feedback is actually
(35:48):
listened to and then implemented.
And I. Definitely nerd out with
this tech stuff.
And I talk to Jeff Willis all the
time.
He probably cringes when I call
him because I'm always asking himto add something.
Yeah, no, but that's how this hasbeen built.
But he takes those calls and heactually does implement these
ideas and takes it to his team.
So I can't ask for any more than
that.
The number one thing I believe
it's done is increasedefficiencies for our brokers.
by leaps and bounds totally andit's been built by brokers for
brokers like when i show a demo ofa velocity to the competition it's
the jaw -dropping moment of thepresentation yeah as they look at
what they've got and as i'mshowing them what we've got
they're like You're kidding me.
It can do that.
Oh my goodness.
It does that.
Oh my goodness.
It's this, and it's about
efficiencies for the agent.
It's about efficiencies for our
lenders because the lenders lovethis, you know, it's really cool.
(36:10):
And then it's about an ease ofprocess for the consumer.
You know, they're uploading docssecurely.
And that's partly why our stock'sgone so high in the last year is
because we passed what's called aSOC 2 type 2 security clearance,
which is as high a level of abanking encryption clearance as
you can get.
That's a huge point.
And that was actually a huge sellfor me with my clients.
When I first started adopting it,using the document portal, because
documents used to come into theoffice.
My assistant would be scanningpiles of documents for an hour.
And then it was coming throughemails and all these different
name formats, pictures.
It was just nuts dealing with
documents.
And I used to sell it to my
clients.
Like, don't email me your
documents.
That's the most unsecure way to
email your document.
Like I have this secure portal.
(36:31):
Your information is going to besafe.
And as soon as you say secure,safe.
Awesome.
Let's do that.
My it's easy yeah you know theycan take pictures of their
documents and upload them usetheir mobile phone yeah and then
the second it comes into thesystem it's converted from jpeg to
pdf retitled yeah like it'sefficient yeah they can send in
like how many times do people scandocs all into one big pdf yeah i
(36:51):
even say this in my presentationto people and they all go oh my
god i hate it i go well tell themdon't worry about it upload it all
into one section there's aninternal doc splitter inside
velocity that you can cut andpaste and move the docs to the
right section You're kidding me.
kidding me.
Yeah.
You know, You know, I don't have
to rescan or re -upload.
Nope.
Yeah.
So it's things like that, that,
you know, when you get into thedetails of velocity, when you're
speaking to a potential recruit,especially bankers, their systems
are.
believe it or not not great yeah
we went every time and i mean it'sjust it goes back to that book we
just touched on buy back your timedan martell it's like these are
areas where you can buy back yourtime and that you can't put a
(37:12):
dollar on that like it's just it'sso invaluable so i want to touch
on gold rush because there's a fewthings that are making a huge
impact for us it falls a lot ofthe rhythm chart stuff as well but
the ai like there's some reallycool ai i mean it's just it goes
back to that book we just touchedon buy back your time dan martell
(37:33):
it's like these are areas whereyou can buy back your time and
that you can't put a dollar onthat like it's just it's so
invaluable so i want to touch ongold rush because there's a few
things that are making a hugeimpact for us it falls a lot of
the rhythm chart stuff as well butthe ai like there's some really
cool ai I mean, AI is just nuts,right?
It's changing every day, but I wason a call, a velocity training
(37:54):
call, and there's some cool stuffthat's being rolled out from an AI
perspective.
So we now have the ability for
chat GPT or chat GPT account to beAPI'd into Velocity.
So we now have the ability forchat GPT or chat GPT account to be
API'd into Velocity.
Gemini is also built into it as
well too.
We're launching an AI training for
all of DLCG, okay?And the initial first level is
going to be free.
At least I think it is.
I should double check that.
(38:15):
But yeah, I believe it is.
Called AI Essentials.
And it's going to teach the
essentials, the basics.
But with having the ability to
have it in velocity, you know,it's going to help you with your
client emails.
You know, you'll be able to
tighten those up and make themmore professional, you know, just
by having it in there.
Your lender notes for submission,
you know, it's going to help you,you know, tighten those up.
(38:37):
but where the future of this isgone is you know we're going to be
able to use ai to verify documentsverify incomes go through bank
statements and you know frauddetect all sod all of that yeah
and like we're already integratingthis today it's here now and
that's what's coming with it andit's moving so quick and like the
fear of missing out on this stuffis a real deal and you should be
(38:58):
in fear of missing out on this ifyou're not a part of this this
organization or have this tool yepit's such a significant piece and
you will be left behind and like iget this call so much from our
aging out brokers like you know aiis going to replace us it's like
no brokers that are using it aregoing to replace you couldn't
agree more yeah so gold rush hasbeen it's moving so quick and like
(39:19):
the fear of missing out on thisstuff is a real deal and you
should be in fear of missing outon this if you're not a part of
this this organization or havethis tool yep it's such a
significant piece and you will beleft behind and like i get this
call so much from our aging outbrokers like you know ai is going
to replace us it's like no brokersthat are using it are going to
(39:40):
replace you couldn't agree moreyeah so gold rush has been truly a
game changer for a lot of ourclients like our brokers
especially but i wanted to talk onjeff fraser he's a broker with us
he's going to be coming on ourshow soon this guy was not into
velocity he was like not intochange we got him onto velocity
he's like if you ever need me totell somebody I have so many
people that are like that, agreemore have so many people that are
(40:01):
like that, which is crazy comingfrom him because like, that's
like, again, just the guy did notwant to change.
So here's somebody that went allin and has seen massive impacts
from just his efficiency, which wejust talked about, but gold rush.
And maybe we can just talk aboutgold rush.
Cause it is such a big piece andit just totally falls in line with
the rhythm chart.
Yeah.
So. We did a deep dive about, youknow, just shy of two years ago,
(40:22):
and we got the best CRM in theindustry built right into
Velocity.
All these campaigns are built.
They go personalized to theconsumer, all the, you know,
communication histories there.
And there's a lot of opportunity.
And we were shocked, like about 19or 20 % of our network actually
had more than two campaigns turnon.
And I was like, what?This is free.
It's done.
You just need to decide which
touch points you want.
And Gary said, you know what?
People understand they've got todo database management.
And I talk to competitors all thetime.
And I go, what do you do?And they're like, you know, maybe,
you know, renewal campaign at abirthday campaign.
I'm like, okay, that's the basics.
And a lot don't even do that.
They know they need to, but theyfeel like I'm not techie.
I don't get CRMs.
They're complicated.
They're confusing.
And they can be.
Well, we just said, we're going todo it for you.
And hence the name gold rushbecause of all this opportunity
coming up.
You know, when we started this
(40:42):
three years ago, we looked at allthe renewals coming up, the
compression that was there.
We went, this is a gold rush.
This is an opportunity, but youneed to be top of mind.
You need to stay in touch.
And so we said, we'll set up, you
know, the most importantmilestones and touches throughout
the life cycle of the mortgage.
You know, all the anniversary
dates, you know, renewals goingout at 270, 190, you know, 90 and
so forth.
holiday campaigns birthday
(41:02):
campaigns and then we added twiliowhich is the sms component of
velocity which again when i showthe competition that part they're
like you kidding me i can textfrom velocity you know to collect
docs and yep 100 but weimplemented that into the
marketing you know the birthdaymessages the holiday messages the
halloween that just went out likeit's crazy the engagement that our
agents are saying they're gettingmore than they ever have in their
career and it's a lot to do withjust that sms component i've had
(41:25):
brokers add me to theirs just so ican see you can some of them
personalize them and whatnot butthe one cool piece about this is
we built our own version of thisin the early days in our crm it
was not anywhere near the same andit was us having to go build it
but the biggest thing was is likeafter three years of operating on
(41:46):
this program that we had beforegold rush is it was the same
birthday message every year yeahand i was like this is actually
kind of losing had brokers add meto theirs just so i can see you
can some of them personalize themand whatnot but the one cool piece
about this is we built our ownversion of this in the early days
in our crm it was not anywherenear the same and it was us having
to go build it but the biggestthing was is like after three
(42:08):
years of operating on this programthat we had before gold rush is it
was the same birthday messageevery year yeah and i was like
this is actually kind of losingyeah it's value where like all
those campaigns you just mentionedthey're rewritten yeah like every
year like that is a big big pieceright i was shocked i was
moderating an event i thinkthere's maybe about 150 people
there so brokers i said well is abig big piece right i was shocked
i was moderating an event i thinkthere's maybe about 150 people
there so brokers i said well putyour hands up if you have a crm
and maybe 50 of the room at thattime had put their hands up and so
already it's not good and i saidof the 50 how many actually know
how to use the crm that they haveand most of the hands went down
and that was the state of whereour brokerage was 18 months ago to
two years ago the fact that wehave this gold rush now and we
(42:31):
have it set it forget it operatesin the back for you I also think
I'll give Heather Cermak a hugeshout out.
She's amazing.
Incredible for our brokerage.
But the way that she walks throughand shows you how this is set up
and how it works.
I'm on some of these Zoom calls
and I look at brokers faces like,oh, my God, like it's that easy.
Yeah.
And yeah, I mean, it's just it's a
necessary thing.
If you don't have a CRM and you're
not using something, you aredefinitely.
(42:51):
definitely in the wrong spot yeahand just back to like you know we
were tech savvy we had thewherewithal to build something
ourselves but again it's soinferior because it was just
pieced together on a random crmnow like i have this tool at our
disposal that's updated for us andthen heather cermak that will take
the time to implement it with ouragents yeah well we have these
rvps now across the uh the countrythat work with brokers and owners
(43:14):
and agents and say okay we'll dothis for you yeah that's like back
to like you know we were techsavvy we had the wherewithal to
build something ourselves butagain it's so inferior because it
was just pieced together on arandom crm now like i have this
tool at our disposal that'supdated for us and then heather
cermak that will take the time toimplement it with our agents we
have these rvps now across the uhthe country that work with brokers
(43:35):
and owners and agents and say okaywe'll do this for you yeah that's
like the key was taking it off theagent's plates and those that have
taken advantage of it i saw thenumbers it was like 72 .7 year
over year growth like that's crazyproven right yeah so it's funny
because i talked to people todaywho still are on it i'm like what
you know we'll do this for freewe'll set this whole thing up for
you you just got to say yes andlet us do it and on again when i'm
(43:58):
recruiting people from thecompetition and i show them all
the campaigns that we're going toturn on and all the touch points
and drip points and all the thingsthat we're going to cover for you
they're like i mean velocity isthe industry's first all -in -one
totally from your applicationintake you know with that security
you're talking about with thedocuments to the pushing out to
(44:20):
the lender with a lot of thedocuments now going right through
velocity to the lender as opposedto the lender portal and we'll
have all the lenders on that atsome point i mean it's the
industry leader we are going tocontinue to invest in it i think
that's where we'll kind of leaveoff on that piece is like tools
like these truly make dlcunbeatable and the reinvestment
that's continuing to happen andoccur and like it's going to keep
(44:43):
think that's where we'll kind ofleave off on that piece is like
tools like these truly make dlcunbeatable and the reinvestment
that's continuing to happen andoccur and like it's going to keep
getting better and that's thebiggest piece it's not just make
it and then forget about it it'slike let's make it better how do
we continue to add you cannot askfor more than that nobody is doing
that in this industry one bigprediction for dlc brokers in 2026
what would that be for you ourbiggest year yet yeah i really
believe it you know theopportunity is there with all the
business that you know that peopleare going to need advice you know
and we have a massive opportunityso yeah the best is yet to come
it's going to be our biggest yearbiggest yet yeah really believe it
you know the opportunity is therewith all the business that you
know that people are going to needadvice you know and we have a
massive opportunity so yeah thebest is yet to come it's going to
be our biggest year That's myprediction.
I agree.
So Gary's been pushing a hundred
(45:04):
billion target.
Our target is to be 10 % of that.
So, I mean, it's a big goal forus, but, uh, yeah, I mean, we just
want to put that out there justlike he does, right?
Hey, this is what we want toachieve and we're going to do
whatever we can to do it.
So, One of the questions that we
didn't cover, like, cause you'dsent me a couple of examples and I
want to address it because I thinkyou guys can do it as broker
owners.
yeah what can we do to duplicate
(45:24):
or replicate yes a similar successthat dlc's yeah and i think you're
doing a lot of it so first offyou're invested in your people
right you are there to do things iwas at your uh lender speed dating
thing yesterday i've heard aboutothers that you've done like
you're continuing to invest inyour people and bring value gary
from day one said we're going tobe number one and once we became
(45:47):
number one one of the things hekept saying was we're going to act
like number two But to stay numberone, we're going to act like
number two.
We're not going to rest on our
laurels.
We're not going to rest on our
success.
And we haven't.
You know, he is constantly drivingeverybody to innovate, to bring
value, to continue to increase ourvalue proposition so that we can
make our people better.
Like those words are written on
(46:07):
the walls at head office.
It's our job to make your job
better, period.
Or your job easier.
period you know and it's like yougot to have that mentality and i
think you guys do have it butcontinue to strive continue to
push and continue to innovate iappreciate that and like that's
top of mind for us is like garyused to always say i wake up every
day and all i think about is howto give more value to our agents
(46:30):
yeah it's like that's literallywhat we do well we get who our
customers appreciate that and likethat's top of mind for us is like
gary used to always say i wake upevery day and all i think about is
how to give more value to ouragents yeah it's like that's
literally what we do to our we getwho our customers Our customers,
the broker owners, our customers,the agents.
The agents should understand whotheir customers are.
You guys as broker owners need tounderstand who your customer is
and it's your agent.
Between us, our value proposition
and the value proposition you guysbring, there's no reason why you
can't get the 10 billion.
One piece I do want to say is we
are going to take you up on yourtraining.
I think it's going to be hugevalue to our Better Way brokers.
And so for any of our listenersthat are not with a Better Way or
(46:51):
DLC.
Reach out because we'll make sure
you're included in that trainingsession and see what this is all
about and get an inside look.
Some just rapid fire questions to
close this out.
Your favorite DLC tool.
I think I already know what it is.
Velocity for sure.
It's probably the most powerfulone for me to do recruiting.
But yeah, my mortgage toolbox isright there.
That's a tough one.
a tough one.
It's a tough one and I'll lookdeep at.
Yeah.
So you mentioned Raving Fans as a
(47:11):
book recommendation.
What is your favorite sales book?
There's too many.
too many.
So one of the books I read earlyon was Jim Collins' Good to Great.
i think it's amazing it's you knowa classic and worth it the
experience economy is another oneby, I can't remember who it is.
We'll put this in the show.
Yeah, okay.
It's two authors.
Anyways, what that's all about is
(47:31):
keeping the client loyalty,creating an experience.
And it uses examples like, youknow, Tim Hortons in Starbucks.
You know, one, $2 and get yourcoffee, get in, get out.
The other one's $17 a coffee andlet's hang out, right?
But it's about the value.
One of the funniest jokes, and I
use this in my presentation a lot,but you talk about experiences and
you look at Chuck E. Cheese andyou look at, you know, Walt
Disney.
They're both mice.
They're both rodents.
Vastly different experiences.
One is cheap and kind of ucky.
And the other one is the most
expensive place on the planet.
But it's the value and the
experience they create.
Great example.
(47:51):
So that's a good book.
The Atomic Habits.
That was a fantastic one.
Compound Effect by Darren Hardy.
The Accidental Salesperson.
And again, I can't remember who
that.
These are excellent
recommendations.
are excellent recommendations.
So Gary and Richard Robbins andeverybody, all my mentors.
are voracious readers.
Like they just are constantly self
-development, self -learning.
And I've followed, you know, like
I'm listening to podcasts.
I'm listening to audible books in
my car.
You know, like you could get a
higher education than you could atuniversity and less time just by
the time you spend listening tostuff.
Like I started working technicallyfor Gary, technically for Gary,
maybe six years ago, call it.
And I think probably at that time
I had read a book and he justinstilled this continuous pursuit
(48:14):
of personal development, personalgrowth.
All of those titles that youmentioned with the exception of
one or two, I've read all of themand it actually does.
help formulate how you're going tomarket how you're presenting
yourself it gives you things totalk to your clients about to talk
to realtors about that alwaysbring value that piece that's been
instilled of me since being indlcg of the pursuit of being
better i mean it just fires you upit's the biggest thing you can do
do For you to invest intoyourself, you know, go to
seminars, go to these conferences,you know, go to anything that's
(48:36):
going to provide you value andmake you better and sharpen your
skillset.
And then on the side, you can, you
know, do a ton of reading.
Uh, another one of my favorites,
Tony Robbins, money, master thegame.
Yeah.
That's from an investment
perspective, like game changer.
There's another one right in your
DLC intranet.
So Gary, Chris, you know, Kevin
and Jay created what was calledenriched.
(48:57):
academy yes yeah every dlc brokerhas that free of charge in the
back end and it's unreal yeah it'schanged my life it's made me
understand money and how to investand how to prepare for retirement
and let's be honest a lot ofcommission sales people whether
it's mortgage agents or realtorsor whatever yeah changed my life
it's made me understand money andhow to invest and how to prepare
for retirement and let's be honesta lot of commission sales people
(49:20):
whether it's mortgage agents orrealtors or whatever Oh, some make
big bucks and they're stillpaycheck to paycheck and don't
know how to save for retirementthinking I'll just do this
forever.
Well, you may not.
Yeah.
So take advantage of things like
that.
That makes you better.
Anyways.
You said a lot of good stuff
there.
I was going to ask you for a
broker tip in under 10 seconds.
(49:41):
Yeah.
I like to talk if you can't tell.
A broker tip, be a sponge, a
lifelong learner and leverage yourbrand, leverage your tools and
technologies.
have some, you know, thick skin
and work network stream from therooftops.
Don't ever stop.
Excellent.
I love it.
This is unreal.
Like just a quick recap, downloadmy mortgage toolbox app right
away.
If you haven't make sure you join
gold rush and we're going to haveall these great notes and
suggestions that you've had frombooks and just everything, the
training, all of this is, is goingto be a huge impact on our
business.
And we can't thank you enough for
that.
Your willingness to do that for
us.
My pleasure, you know, and for
anybody that's not part of abetter way or DLC.
I mean, we'd love to have aconversation with you.
(50:04):
You got nothing to lose.
And I promise it'll be worth your
while.
it'll be worth your while.
I was just going to say for anyoneout there that's not with the LCG
and wants to have a chat with you,how do they get ahold of you?
Yeah.
Chad at dlc .ca.
My cell phone's 416 -882 -4206.
Or go through these guys.
I mean, you know, I'm not too hardto find.
Perfect.
Awesome.
Thanks, buddy.
I really appreciate it.
I love this guy.
love this guy.
Thank you.
(50:24):
Cool.
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