slides from the Friday Mastermind with Denise Donoghue

1. BECOMING A BLACK BELT
MORTGAGE ADVISOR

2. But only if it solves problems.
1,284 Total Cost Analysis
257 Families Served YTD
$75M Mortgages YTD
#MCGrandMASTER
Denise Donoghue

3. 30% of America’s
top lenders using
Mortgage Coach
34% of mortgage
pros who close over
100 loans annually
use Mortgage
Coach
TODAY

4. ADVICE | TECHNOLOGY | LEADERSHIP
LEADERSHIP MATTERS MOST
#BeTheBest

5. T E C H N O L O G Y
1 0 , 0 0 0 M E M B E R S
1 , 0 0 0 , 0 0 0 C O N S U M E R S
C O M M U N I T Y
3 0 , 0 0 0 S U B S C R I B E R S
3 , 0 0 0 , 0 0 0 M I N U T E S
S A L E S T R A I N I N G
2 5 , 7 0 0 L E A R N F R O M
M C M O N T H L Y

6. The Five Profiles of Top Producers
HARD WORKER THE CHALLENGER RELATIONSHIP BUILDER
LOAN WOLF PROBLEM SOLVER
#1
#2
#5

7. Constructive
Tension
Teach
for Value
Tailor
for Personalization
Control
for Influence
FRAMEWORK

8. ”Teach something that hasn’t
been considered”

9. ”Teach Something They’ll
Always Remember”
STAR moments

10. F I N A N C I A L A D V I S O R
Manages Assets
A T T O R N E Y ’ S
Helps with life events and probate needs
I N S U R A N C E P R O S
Manages Life Insurance needs
C P A
Manages Taxes
M O R T G A G E
C O A C H
L O
R E A L T O R
Helps Buy and Sell
Real Estate
B E C A P T A I N O F T H E
W E A L T H T E A M

11. Constructive
Tension
Total
Cost
Analysis
for Value
Questions
for Personalization
Leadership
for Influence
Transparency Authenticity
Empathy
#BeTheBest
The mortgage pro
who can consistently
deliver this customer
experience wins the
BIGGEST

12. R A T E
S H O P P I N G

13. Most are competing on price

14. 1979

15. 1999
2009
2019
1989
PPE Era

16. M O N T H L Y P A Y M E N T
Can I afford the home monthly?
C A S H T O C L O S E
Am I getting a good deal and do I
have enough money in the bank?
I N T E R E S T R A T E
Am I getting a good deal?
T R A N S A C T I O N
T R I A N G L E
W H I T E B E L T
T R A N S A C T I O N A L L O

17. I can close your loan faster and
easier than anyone else and
have the best rates and…
VALUE PROPW H I T E B E L T
T R A N S A C T I O N A L L O

18. How long do you plan to live in the home?
QUESTIONW H I T E B E L T
T R A N S A C T I O N A L L O

19. Today’s mortgage pricing
presentation for 95% of borrowers

20. M O N T H L Y P A Y M E N T
Can I afford the home monthly?
C A S H T O C L O S E
Am I getting a good deal and do I
have enough money in the bank?
T O T A L C O S T O V E R T I M E
The smart way to compare loan options over
time and to make informed mortgage decisions
I N T E R E S T R A T E
Am I getting a good deal?
M O R T G A G E
C O A C H
A D V I C E
S T A R
O R A N G E B E L T
M O R T G A G E C O A C H L O
20+ Total Cost Analysis

22. The Ultimate Digital Borrower Educational ExperienceCost over
time

23. M O N T H L Y P A Y M E N T
Can I afford the home monthly?
C A S H T O C L O S E
Am I getting a good deal and do I
have enough money in the bank?
T O T A L C O S T O V E R T I M E
The smart way to compare loan options over
time and to make informed mortgage decisions
P R E - P A Y O R I N V E S T
The best strategies to build
wealth and estate faster
I N T E R E S T R A T E
Am I getting a good deal?
M O R T G A G E
C O A C H
A D V I C E
S T A R
50+ Total Cost Analysis
B L U E B E L T
M O R T G A G E C O A C H L O

24. Experience

28. Monthly
Payment
Interest
Rate
Cash
To Close
Mortgage Coach
STAR
Total Cost
Over Time
Pre-pay
OR Invest
VIDEO AUDIO
LIVE
OPTIONS
OMNI
CHANNEL
75+ Total Cost Analysis
P U R P L E B E L T
M O R T G A G E C O A C H L O

31. BLACK BELT Experience

32. “Always start a relationship
going into the goals, do a.”
“The time you spent with me explaining my loan
options with the Mortgage Coach analysis makes
me want to find the last 2 lenders I worked with
and punch them in the face”.
- Barrett, United States Marine Core Officer

33. Monthly
Payment
Interest
Rate
Cash
To Close
Mortgage Coach
STAR
Total Cost
Over Time
Pre-pay
OR Invest
VIDEO AUDIO
LIVE
OPTIONS
OMNI
CHANNEL
B R O W N B E L T
M O R T G A G E C O A C H L O
100+ Total Cost Analysis
LEADER & MARKETER

34. One of the most important
books for local mortgage
professionals

35. My advice helps you build wealth with real
estate faster by helping you make smarter
mortgage decisions and… I coach you over
time to ensure you always have the best
mortgage to achieve your goals.
B L A C K B E L T
M O R T G A G E C O A C H L O VALUE PROP

36. Do you position
yourself as the
HERO or as the
GUIDE?

37. Off-line Website

40. Denise’s Rent vs. Own Facebook VIDEO

41. Denise’s Video Rent vs. Own Analysis Presentation

43. My advice helps you build wealth with real
estate faster by helping you make smarter
mortgage decisions and… I coach you over
time to ensure you always have the best
mortgage to achieve your goals.
B L A C K B E L T
M O R T G A G E C O A C H L O VALUE PROP

45. Pre-Approval
OptionsMI
Options
Rent vs
Own
FHA vs
Conventional
Cost of
Waiting Rate & Term
Refi
Cash Out
Refi
Debt
Consolidation
Refi
Points vs
No Points
Construction
Loans
B L A C K B E L T
M O R T G A G E C O A C H L O
300+ Total Cost Analysis
Seller Buydown
Analysis
Open
House
Flyer
HELOC

48. TODAY’S
LOAN
OFFICERS
What’s the #1 thing
mortgage pros don’t do that
they should do on their
phones?
REALTOR
S
LOAN OFFICER

49. Josh Mettle
Text 2 Text
VIDEO
@
POS

50. Josh Mettle
Text 2 Text
VIDEO
@
POS

51. Josh’s POS Script
Hey Chad. Josh Mettle, Fairway Independent Mortgage. Good chatting with you, buddy. Enjoy the BYU game and
go kook, so hope you get a victory. I will send you next my personal contact card. Please save that. If you need
me, don't hesitate to text me. That's probably the quickest way to get ahold of me, most of the time. But feel free, if
you need me after hours or on the weekend, shoot me a text that way.
I'll also then send you a text message with a link to the FairwayNow mobile app. This is a great little tool. Please
click on the link, download the mobile app from the app store, then launch the app and click on the client
questionnaire. Once you've completed the client questionnaire, that data's securely transferred over to me. As I
said, it's preliminary information. I'll backfill anything that you miss. Just fill it out to the best of your ability. Probably
shouldn't take you more than 10 or 15 minutes from your mobile device, and then we'll jump in and get going from
there. If you could also send me a copy of the purchase agreement, that would be great. My email is
josh@joshmettle.com. It'll also be in the contact card I send you, and we'll be in contact soon. Take care, buddy.

52. Digital
Questionare
#tinyHabit

53. Digital
Questionare

54. Digital
Questionare

55. BLACK BELT Experience

56. Personal
Brand
Photo

57. The Ultimate Digital Borrower Educational Experience
Personal
Video

58. Graphs

59. The Ultimate Digital Borrower Educational Experience
Cost over
time

60. The Ultimate Digital Borrower Educational Experience

61. Digital
Questionnaire
Text
Video
Total Cost
Analysis

62. THE ESSENTIALS OF A
BLACK BELT MORTGAGE ADVISOR
Personal Brand Photo
Personal Video
Graphs
Cost Overtime
Reviews
Shareable
View Alerts

63. MORTGAGE INDUSTRY
CUSTOMER ACQUISITION SHIFT
TITLE
MORTGAGE
MEETING
S
HOME
FINDING
REPAIR
S
REALTOR
S
The Past:
REALTOR
CENTRIC
CONSUMERS
REPAIRS
MEETINGS
MORTGAGE
LOAN
OFFICERS
INSPECTIONS
HOME
SEARCHING
INSURANCE
The Digital Shift:
CONSUMER
CENTRIC

64. REALTORS
2007
2019
2027
MLS
Digital Shift Era

65. IN THE PAST …
only a few types of
mortgage lenders in
the industry
BIG BANKS
RETAIL MORTGAGE LENDERS
CREDIT UNIONS
CONSUMERS MORTGAGE BROKERS
ONLINE LENDERS

66. BIG BANKS
REAL ESTATE
COMPANIES WITH
MORTGAGE COMPANIES
RETAIL MORTGAGE LENDERS
COMMUNITIES
DISRUPTERS
LEAD AGGREGATORS
FIN TECH
CONSUMERS
CREDIT UNIONS
CONSUMERS
Today, the
BATTLE FIELD
for the
CONSUMER
MIND SHARE has
grown in
complexity
MORTGAGE BROKERS
ONLINE LENDERS
INVESTMENT
BANKERS/WEALTH
MANAGERS

67. most loan officers
me

68. Advice
WE CREATE BLACK BELTS IN MORTGAGE ADVICE

69. GOING FROM PRICE TO ADVICE

70. F I N A N C I A L A D V I S O R
Manages Assets
A T T O R N E Y ’ S
Helps with life events and probate needs
I N S U R A N C E P R O S
Manages Life Insurance needs
C P A
Manages Taxes
M O R T G A G E
C O A C H
L O
R E A L T O R
Helps Buy and Sell
Real Estate
B E C A P T A I N O F T H E
W E A L T H T E A M
300+ Total Cost Analysis

71. My advice helps you build wealth with real
estate faster by helping you make smarter
mortgage decisions and… I coach you over
time to ensure you always have the best
mortgage to achieve your goals.
B L A C K B E L T
M O R T G A G E C O A C H L O VALUE PROP

72. Jeremy: “How old would you like to be when your home is paid off?”
Borrower: “I would like to be about 50-55.”
Jeremy: “And if you go with a 30-year mortgage, how old are you going to be?”
Borrower: “I will be about 71.”
Jeremy: “Okay, based on that it looks like you are going to be 21 to 26 years beyond
B L A C K B E L T
M O R T G A G E C O A C H L O QUESTION

73. My advice helps your buyers gain
clarity faster so it creates a sense
of urgency and helps you improve
your lead conversion.
REALTOR VALUE PROPOSITION

74. Jeremy’s 5 Realtor QUESTIONS
1. Where are you having most of your success right now in your business?
2. Where are you having your biggest pain or challenge in the market right
now?
3. A: Do you have a goal for how many families you want to help per year? (part
2): B: Do you know how many families you closed or how many homes you sold
in the last 12 months?
4. What are your three non-negotiable in a business or personal relationship?
5. If you could change anything about the mortgage process, what would it be,
and why?

75. JEREMY’S REALTOR SCRIPTING
"The reason why we use Mortgage Coach Total Cost Analysis for every single pre-approval that we do is so that we
make sure, #1 that the client is 100% clear with what all of the options are so we're not telling them something over
the phone they need to tell their wife or tell their husband of, "I think this is what they said the cash to close was." We
want to show them visually. #2 is we want to tell them. That's why we use video technology. We also want to show
them how they can pay off their loans faster over time to help them create well you see, Mr. Realtor, Dave, if you
were the Realtor, Dave, you see here's the thing. We get people into the most significant debt that they've ever
incurred in their entire life. I feel it's also our responsibility to show your clients and referrals on how to get out of
debt. My software allows me to show them how they can shave six years off the life of their loan, how they can
increase their net worth by pre-paying an additional $300,000 over ten years. That's why we use this system. And
third is so that we can always be on the same page, Mr. Realtor so that you can see exactly what I'm communicating
to the client. And that way, you know what we have said, what we have told them, what they have access to, and if
they come back to you can always sync it back up with me and make sure we're all on the same page for great
communication. So that's how I script around it."
Full interview here

76. PRICE ADVICE
B L A C K B E L T
M O R T G A G E C O A C H L O
W H I T E B E L T
T R A N S A C T I O N A L L O

77. B L A C K B E L T
M O R T G A G E C O A C H L O
W H I T E B E L T
T R A N S A C T I O N A L L O

78. Teach something that hadn’t been
considered
Something
They’ll Always
Remember

79. ADVICE | TECHNOLOGY | LEADERSHIP
LEADERSHIP MATTERS MOST
#BeTheBest

80. COMMUNITY
30% of America’s
top lenders using
Mortgage Coach
34% of mortgage
pros who close over
100 loans annually
use Mortgage
Coach

81. T E C H N O L O G Y
1 0 , 0 0 0 M E M B E R S
1 , 0 0 0 , 0 0 0 C O N S U M E R S
C O M M U N I T Y
3 0 , 0 0 0 S U B S C R I B E R S
3 , 0 0 0 , 0 0 0 M I N U T E S
S A L E S T R A I N I N G
2 5 , 7 0 0 L E A R N F R O M
M C M O N T H L Y

82. Time
RateofChange
Human Adaptability
Technology

83. Who Are You?

84. Time
RateofChange
Human Adaptability
Technology
The Lender who can
modernize their
salesforce the fastest
wins the biggest
#BeTheBest