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Ideas That Work

At The Mortgage Firm, every success story is a reflection of the hard work and dedication we see in each other every day. These stories come from fellow loan officers who’ve reached personal goals, overcome challenges, and grown their business with the support of our team. We hope their journeys inspire you, just as your own story continues to inspire those around you.

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Hey Stephen, Tell Us About Internal Lead Forms

The Challenge

Stephen wanted an easier, more controlled way to insert leads into his database and ensure they entered the appropriate phase of his lead lifecycle campaign.

 

The Solution: Dellanie + Surefire

Dellanie and Stephen implemented a custom fix within Surefire that gave him full control over how and when leads enter the workflow.

 

The setup included:

  1. A mobile-friendly internal landing page with a short form (name, email, and phone number).

  2. A custom status field to tag the lead as either a “New Lead” or “Attempted Contact.”

  3. These status tags are tied directly to specific lead lifecycle phase workflows.

 

 

The Outcome

This solution allows Stephen to:

  1. Instantly add leads via his phone while on the go.

  2. Assign the correct workflow with a single field update.

  3. Avoid triggering broader, automated campaigns like the standard six-month purchase prospect journey — giving him more manual control over how he nurtures leads.

 

Why He Prefers the Lead Lifecycle Campaign

“I love using the lifecycle to remind people to book the initial discovery call, fill out the application, or upload their documents. I’ve had appointments pop up on my calendar with leads I don’t really remember. It’s because they were a lead from three weeks ago that I put ‘attempt to contact” on and it just kept following up.”

ATTN Lead Farmers: Facebook is Fertile Ground

Source: Loan Officer Freedom Podcast feat. Carl White & Steve Kyles

Listen to the episode →

 

The Challenge

Generating a consistent flow of qualified leads without spending thousands on digital marketing.

 

The Solution: Cheaper than a Happy Meal

An ad strategy that cost Kyles $5 a day. Instead of trying to hack the algorithm or cold-target strangers, he and his wife kept it simple and strategic through warm visibility and consistent conversations.

 

Target Your Sphere

Create a Facebook Custom Audience of all of your past clients, realtor partners, and personal contacts. Steve Kyles (the creator) used Facebook pixel + contact list upload to ensure ads were shown to people who already knew them.

 

Speak Directly to Them

Short, authentic, and personal ads — not overly produced. Example: “We’re here if you have questions”–style messages

 

Be Consistent

Spend $5 per day on your ads—Kyles' budget stayed the same regardless of volume—the key is consistency, not scale.

 

Soft CTAs

Most ads didn’t push hard for applications—they prompted conversations. Examples: “Thinking about buying but not sure if it’s the right time?” or “Let’s talk through your options — no pressure.”

 

The Outcome

  1. $1.2M+ in closed loans

  2. High-converting leads from people already familiar with them

  3. Low cost per lead and incredible ROI

  4. Increased engagement within their sphere of influence (more DMs, texts, and conversations)

 

The Secret Sauce

  1. You don’t need a big budget. A tiny ad spend can go a long way when the audience is warm and well-targeted.

  2. Relationships > Reach. Running ads to your own network is more effective than chasing cold leads.

  3. Consistency wins. $5/day doesn’t break the bank—it creates momentum and familiarity.

What’s Working: A Free Lead Generation Hack

The Challenge

Leads are down and agents are looking for ways to supplement the deficit.

 

How She Solves It

The Florida Housing website. Deb has been on the Lender Advisory Board to Florida Housing for almost 15 years. She’s used her knowledge of FH’s website to develop a lead gen strategy that benefits realtor prospects just as much as it benefits her.

 

Most agents don’t realize they can take a CE course and get listed on the Florida Housing site, where first-time buyers searching for down payment assistance can find them. She uses this insight as a value-add when networking at open houses or with new contacts.

 

How She Does It

“I bring a simple postcard with key details, pull up the site on my phone, and walk them through how they can sign up and start receiving free leads. Before I leave, I say: ‘Text me your email, and I’ll send you the course details.’ This way, I can follow up, keep them in the loop, and add them to my email distribution list for future updates.”

 

The Result

This strategy has been one of the most effective ways Deb has built referral relationships. It’s a win-win: Realtors gain exposure to buyers actively searching for assistance, and she positions herself as the go-to LO who understands the programs inside and out.

What’s Working: Case Studies

Everyone loves a good story, including your email list.

 

Jamie Taylor took a real client success story and used it to connect with potential buyers. She shared it on social media, sparking engagement that led to a lead. She also sent it out via email to her network, reinforcing her expertise and keeping her name top of mind—even if it didn’t immediately convert.

 

The bottom line: Case studies work. Even if they don’t flood your inbox with leads overnight, they build trust, showcase your expertise, and position you as the go-to lender when the time is right.

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