COLORADO MORTGAGE EDITION
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THINGS YOU CAN DO TO ACHIEVE YOUR BIGGEST GOALS
GOOGLE ADWORDS: HOW TO MAKE GOOGLE DO THE WORK FOR YOU COVER STORY
HOW TO GET THE BIGGEST RECHARGE
OUT OF YOUR LUNCH HOUR FEATURED LENDER
HANK METZGER How to Incorporate Current Events to Your Email Blasts and Stay Relevant
TSHANE JOHNSON
COLORADO MORTGAGE EDITION
JOSEPH “HANK” METZGER When he became a mortgage consultant 7 nearly 20 years ago, Hank Metzger wanted to deliver a service that was about more than availability, responsiveness, and securing the best loans for his clients. He would do these things as a matter of course. But the more lasting value Hank would offer people was an education about the process, so that they could feel comfortable about their decisions. TSHANE JOHNSON
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HANK METZGER
borrower’s effusive prais the kind of reviews he rec
“Hank Metzger and his stars. The service, responsi fessionalism are second to on top of things, let you throughout the process, tak things to you and treat you most important customer th
“My specialty is helping people save money Hank consistently ranks as one of through refinancing,” Hank explains. “Most people Guide’s Top Originators. Last yea don’t do this more than once or twice in a lifetime, the #15 refinance loan originator CONTENTS so they are understandably uncertain. I take the loans closed, as well as #25 for do 4) GOOGLE TO GETHe’s THE time to explainADWORDS: every option so that they can 17) makeHOW those loans. proud of the work HOW MAKE BIGGEST the bestTO decision for themselves and their family. I do,RECHARGE and is gratefulOUT for the support th GOOGLE DO THE OF in YOUR LUNCH HOUR “The custome care about them, and IWORK think that come through American Financing. FOR YOUof service.” the quality first here,” says Hank. “We are ve 21) HOW INCORPORATE andTO committed to helping people 14) CURRENT EVENTS TOdreams.” With5a THINGS Bachelor’sYOU degree from the University of homeownership CAN ACHIEVE YOUR Iowa, DO HankTO explored the entertainment industry for EMAIL BLASTS AND YOUR GOALS a while BIGGEST before shifting his focus to mortgageSTAY lend- RELEVANT The company itself enjoys the endors ing, where he worked with a number of different well-known public figures, includi brokerages from Atlanta to California before strik- terback Peyton Manning, country ing gold 310-734-1440 with American Financing. Today Hank is a Bones, and radio personality Jaime Phone | Fax 310-734-1440 Senior Mortgage Consultant with| the family-owned a very few. mag@topagentmagazine.com www.topagentmagazine.com company, which is the largest lending institution in No portion of this issue may be reproduced in any manner whatsoever without prior consent of the publisher. Top Agent Magazine is published by Feature Publications GA, Inc. Although precautions taken to ensureGoing the accuracy of published materials, Top to contin forward, Hank wants the state of Colorado. Like the company heareworks Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors. for, Hankorischange driven bysend hisinquiry commitment to provide business, and won’t be satisfied unt To subscribe address, to mag@topagentmagazine.com. Published in the U.S. in the industry, a dedication he backs more families than any other lender the best service up with his work ethic. Averaging around 150 trans- “I believe wholeheartedly in what we actions a month, Hank did close to 1600 transactions at American Financing, and feel bles Top Agent Magazine in 2021 for a volume of $451 million. Nor surpris- this every day. Saving people money
mailto:mag@topagentmagazine.com
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Google AdWords:
How To Make Google Do the Work for You There is no denying that the internet is the first place a buyer begins looking for a new home in this digital age. Knowing how to put the powerful tools available on the internet to work for you can give you a decided advantage when it comes to attracting prospective buyers to your listings, as well as you as an agent. Google is easily one of the major superpowers of the internet, and they have one of the most powerful advertising tools available. Knowing how to utilize Google AdWords in the correct manner can make your internet advertising immensely powerful and possibly your best way to reach prospective buyers. Google AdWords is also extremely cost-effective. This multifaceted tool gives you much more control over your advertising campaign than other more traditional methods. You can target specific audiences, choose the specific search terms, also known as keywords, that will bring up your ad in someone’s search results, and you can set a budget for each campaign that will dictate it’s reach and how long the campaign will run. Here are some tips for how to put Google AdWords to work for you. 4
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ent websites. You want to set yourself apart from every other real estate website users are viewing in their search for a house.
MAKE SURE YOUR ADS ARE GOING TO SEND USERS TO A SITE THAT WILL CAPTURE THEIR ATTENTION
You can spend an infinite amount of money on Google advertising campaigns, but if those ads don’t send users to a site that will capture and hold their interest, then you’ve just wasted all that money. Don’t put your cart before the horse. Make sure you are considering exactly where these ads are going to send users. To set up your website for success, at the very least you want to make sure users are greeted by clear call-to-action, such as a message that will encourage them to sign up for your newsletter or subscribe to your blog. You want to set up your website to maximize and capture the leads the ad campaign sends your way.
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BUILD CUSTOMIZED OR CUSTOM-MADE WEBSITES RATHER THAN TEMPLATE WEBSITES It is easy and tempting to use template websites, or to offer your agents template websites if you are a real estate manager or broker. While this offers a cost-effective solution to providing every agent with a website, it does little to set you or your agents apart and capture the attention of users that are used to seeing a wealth of differ-
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MAKE SURE YOU ARE OFFERING VALUE ON YOUR WEBSITE
Don’t simply use your website as a kind of brag sheet. Let users know what makes your particular services valuable to them. Highlight your expertise in a certain location through tools such as blog posts, providing market updates, or giving pertinent information on a unique type of property. This will ensure that your online advertising campaigns are much more successful.
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LOCATION IS EVERYTHING!
Location is everything in real estate, and the same holds true for Google AdWords. You can target specific locations in your ad campaign. While one approach is to focus on the area around your location, a more advanced approach would be to link AdWords campaigns to your Google My Business account. This is a Google service that includes your address in the ad, allowing people to then click on it and see exactly where you are located on a map.
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USE GOOGLE ADWORDS IN YOUR CAMPAIGN TO EXPAND YOUR BUSINESS IN GENERAL
Focus an AdWords campaign on expanding your business by incorporating specific zip codes and neighborhoods that will help you establish a presence in an area where you would like to increase your real estate business. Making sure that your ad appears in search results that are related to the real estate in a specific area will help shape the image and brand of your business as well as bring in new leads.
HARNESS THE POWER OF DATA
When you run a Google AdWords campaign Google Analytics captures a wealth of information about your target client demographic. You can gain real insight into your online visitors, such as when they visit, what they do and look at on your site once they get there, and what search terms they use. You can use all of this information to grow your business. Use Google Analytics to determine which users (location, gender, age) are utilizing specific aspects of your site, such as looking at multiple listings, reading your blog, etc. You can then use this information to target these specific demographics in your AdWord campaigns, Gmail ads, the Google Display Network, and other advertising.
Using the internet to help advertise your business and your listings is one of the smartest moves you can make as an agent in this modern age. However, you don’t want to simply go into the process blind or you’re wasting a lot of potential resources and data that could make all the difference. To reap the benefits of Google AdWords, you must apply an intelligent strategy to using these campaigns. 6
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TSHANE JOHNSON
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TShane Johnson is the Founder and President of Booyah Mortgage Inc., a Veteran owned and operated mortgage firm, as well as a world record holder, 3 time best selling author and motivational speaker. TShane Johnson is a proud military Veteran who took an incredible, and quite frankly superhuman, path to owning and building a highly successful mortgage business. TShane’s foray into mortgage lending began once upon a time prior to the 2007 financial meltdown. Back then TShane was recovering from a cataclysmic motorcycle accident which should have left him dead. 8Copyright Top Agent Magazine
Against all odds, he not only recovered but was able to build a flourishing multimillion dollar business. He’s been a lender for 18 years and left the Marines in 2002. He is the Founder and President of Booyah Mortgage Inc., a Veteran owned and operated mortgage firm, as well as a world record holder, 3 time best selling author and motivational speaker. Top Agent Magazine
Staffed by former military and direct family members of military personnel; Booyah Mortgage breaks the mold and takes a “no BS approach” to mortgage lending. “We want you to feel like this process is as comfortable Top Agent Magazine
as having a beer with your buddy...” They specialize in VA home loans and conventional home loans for civilians as well. As a Veteran, TShane suffers from PTSD and for a period of time was also homeless. Having known what Copyright Top Agent Magazine9
Booyah Mortgage breaks the mold and takes a “no BS approach” to mortgage lending. “We want you to feel like this process is as comfortable as having a beer with your buddy...” it’s like to own a home and have lost it; TShane takes a different approach to helping someone get a home loan. Pulling from his past experiences; TShane is more than willing to go the extra mile to become a trusted source for his clients needs. His popularity, outspokenness and community engagement have helped him and his partner retain a 100% referral rate and approximately $300M in volume last year. Copyright Top Agent Magazine 10
Surprisingly, mortgages are a byproduct of what TShane does as a profession. He primarily raises awareness for Veteran’s needs, homelessness and suicide prevention by garnering media attention. He was invited to FOX Business News after completing 1 of 5 runs across America. He has spoken at a 9/11 memorial to FDNY and NYPD personnel and has been featured in Forbes Magazine. Just Top Agent Magazine
recently, he was featured in Men’s Health Magazine for setting the world record for most pushups in one hour. “I think the mortgage industry is really blah and boring…so I use [it] as a conduit and a channel for my experiences.” Making people feel important is TShane’s special gift. It is part of his marketing approach. Top Agent Magazine
Rather than a traditional mailer; TShane chooses a military approach that is focused on service rather than sales. He is able to build trust by marketing what he gives back to the community rather than what he is offering. In his free time, TShane can be found playing with his 7 year old daughter Charli. She is his best friend and he is emphatic about doing Copyright Top Agent Magazine 11
everything he can to spend more time with her. They have recently gone into business together and are opening a coffee shop (Big Guns Coffee). True to its roots; it will be Veteran staffed and will provide a disarming environment where patrons can feel free to talk to each other or ask for help. TShane’s big vision for the future includes a lot
more giving back and record breaking. On May 1st he will attempt to break the current world record for the most amount of push ups in 12 hours. His goal is 20,000! While the pandemic has put a hold on his cross country runs; TShane hopes to partner with companies to provide paid training for discharged Veterans.
For more information about TShane Johnson please email tshane@booyah.mortgage, visit booyah.mortgage or call (719) 424-3041 www.
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5 Things You Can Do To Achieve Your Biggest Goals If there’s one thing successful people can agree on, it’s that setting goals has been key to their success. Whether you’re creating a five year plan or just settling on what you want to achieve by the end of the day, setting goals gives you the focus and direction you need to complete even the biggest tasks. But there is a method to setting them. It’s a process that takes careful thought and con14
sideration up front, which is then combined with the hard work necessary to implement your plan. Luckily there are proven methods to goal setting that you can start using immediately. 1. MAKE YOUR GOALS SPECIFIC
Yes, it’s fun to think in grand terms of where you want to end up in life and in your career, but it’s better to have a specific
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Your plan of action should include daily, weekly, monthly and yearly goals. goal like “Increase my sales by 25%”, than “Get rich.” When a goal is clear and specific, it allows you to figure out the exact steps you need to take to accomplish it. The more general it is, the more paralyzed you might be when it comes to figuring out what to do since, the choices may be overwhelming. 2. MAKE IT ATTAINABLE
Making attainable goals might seem boring, I mean afterall, you want to dream big! But you don’t want to suffer through the disappointment of not reaching your goal, something that may not even be possible at this stage in your life to begin with. One solution to that is creating goal levels. You can have the dream goal, but underneath that you have the realistic goals that are setting up a foundation for achieving the big one. Things that are attainable still take work and effort to achieve. Those small victories will keep you motivated and encouraged to go for the bigger dreams. And don’t forget, those little goals may have been things you wouldn’t have gotten done if you didn’t set out to achieve them, so be proud! 3. PUT A PLAN OF ACTION IN WRITING
Your plan of action should include daily, weekly, monthly and yearly goals. There is something about seeing things in writing and crossing them off the list that is oddly satisfying.The daily goals are especially Top Agent Magazine
important in regards to building up those good habits. The first few weeks of your plan of action are critical when it comes to your long term success. Reaching a goal is something you are doing every day, all throughout the day, in numerous ways. Achieving goals is all about creating good new habits. 4. MAKE IT MEASURABLE
This is key, since you definitely want to reward yourself for a job well done, and having a goal that is measurable in some way is a sure way to know. Maybe it’s to increase your lead generation or to cut expenses, whatever the case, have a measurable test you need to meet, as well as a time frame. Then calculate what you have to do to reach that goal. Not only should your goal be specific, but the plan and the measure of success should also be set in stone. 5. ADJUST AS YOU GO
You can have all the best laid plans, and you still might quickly realize that what you thought would help you reach your goal, might not be cutting it. Commitment to reaching your goals is good, but commitment to a plan you know isn’t going to work is not only a waste of time, but will be a devastating blow to your motivation. Sticking to a plan everyday means adjusting it accordingly.
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JOSEPH “HANK” METZGER When he became a mortgage consultant nearly 20 years ago, Hank Metzger wanted to deliver a service that was about more than availability, responsiveness, and securing the best loans for his clients. He would do these things as a matter of course. But the more lasting value Hank would offer people was an education about the process, so that they could feel comfortable about their decisions. “My specialty is helping people save money through refinancing,” Hank explains. “Most people don’t do this more than once or twice in a lifetime, so they are understandably uncertain. I take the time to explain every option so that they can make the best decision for themselves and their family. I care about them, and I think that come through in the quality of service.” With a Bachelor’s degree from the University of Iowa, Hank explored the entertainment industry for a while before shifting his focus to mortgage lending, where he worked with a number of different brokerages from Atlanta to California before striking gold with American Financing. Today Hank is a Senior Mortgage Consultant with the family-owned company, which is the largest lending institution in the state of Colorado. Like the company he works for, Hank is driven by his commitment to provide the best service in the industry, a dedication he backs up with his work ethic. Averaging around 150 transactions a month, Hank did close to 1600 transactions in 2021 for a volume of $451 million. Nor surprisingly, he puts in 95 hours a week for his clients, at least a third of whom are repeat or referrals. One
borrower’s effusive praise is typical of the kind of reviews he receives: “Hank Metzger and his team are rock stars. The service, responsiveness and professionalism are second to none. They stay on top of things, let you know the status throughout the process, take time to explain things to you and treat you like you are the most important customer they have.” Hank consistently ranks as one of the Scottsman Guide’s Top Originators. Last year he ranked as the #15 refinance loan originator nationwide for loans closed, as well as #25 for dollar volume of those loans. He’s proud of the work he and his team do, and is grateful for the support they enjoy from American Financing. “The customer always comes first here,” says Hank. “We are very transparent, and committed to helping people realize their homeownership dreams.” The company itself enjoys the endorsement of many well-known public figures, including NFL quarterback Peyton Manning, country music’s Bobby Bones, and radio personality Jaime White to name a very few. Going forward, Hank wants to continue growing his business, and won’t be satisfied until he is helping more families than any other lender in the country. “I believe wholeheartedly in what we are doing here at American Financing, and feel blessed to get to do this every day. Saving people money, lowering their rates, helping them pay off debt—I love being able to help people do that.”
Contact Hank at 720-695-7020 or email Joseph.metzger@americanfinancing.net
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How to Get the Biggest Recharge
Out of Your Lunch Hour When things get busy, it’s typical to find a grab-and-go lunch and keep plugging away on the tasks at hand. While some days demand this kind of hustle, your lunch hour can be a valuable window in which to recharge and set the tone for the latter half of your day. In fact, taking a mindful break at midday can create Top Agent Magazine
mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon. But how do you maximize that hourlong reprieve amidst a busy schedule? Here are a few ideas for inspiration, no matter what your tastes or preferred habits may be.
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Taking a mindful break at midday can create mental space for extended productivity and provide the morale boost necessary to take on a new task for the afternoon.
GET MOVING Just ten minutes of light exercise can get your blood pumping and your energy renewed. Step outside and take a brisk walk around the block, or walk to your favorite sandwich shop instead of hopping in your car. Find ways to incorporate light exercise into your lunch hour routine and you’ll not only enjoy a chance to stretch your legs and get your eyes off of screens, but you’ll also reap the health and mood benefits of endorphins. Even extended stretching or mild calisthenics can provide rejuvenating relief in short order. 18
PLAY CATCH UP Sometimes catching up with an old friend or family member can brighten your day and give you a morale-boosting outlet beyond the office. During your next lunch hour, why not combine a jaunt around the block with a call to catch up with your sibling or college buddy? Shifting your focus from work and centering instead on a comforting interpersonal relationship can really boost your mood and reinforce your personal values.
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CHANGE YOUR TUNE
SOAK UP THE SUN If you’re tempted to eat your lunch at your desk while staring into the same computer screen that you’ve been working on for hours—think again. Sure, a busy schedule sometimes means making that sacrifice, but when your schedule and weather permits, try to take your lunch outside and disconnect from your office setting. Soak up the sun, feel the breeze, and lift your gaze to the horizon instead of toward your phone or computer screen. The mood-boosting benefits of time spent recharging outside are well-documented, and a change of scenery can give you the boost you need to power through your afternoon to-do list. Top Agent Magazine
Use your lunch hour to treat your senses. As you eat or get active, try queuing up your favorite music or the latest episode of your favorite podcast. If you focus on the same tasks and stimuli for too long, your brain will fatigue and your focus will erode steadily over time. Shift gears and treat your mind to some music or stimulation outside of your daily tasks. You’ll help yourself relax, recharge, and create a natural transition point for your ensuing afternoon workflow. Your lunch hour isn’t just about being purely functional. If you want to maintain a steady rate of productivity and leave the office satisfied by the progress of your day—use your lunch hour wisely. As important as it is to nourish your body, also consider nourishing your mind. No matter what your chosen outlet may be, don’t overlook the power of a well-spent lunch hour and the positive benefits that are sure to follow.
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Laughs!
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How to Incorporate Current Events to Your Email Blasts and Stay Relevant Email marketing is a cost effective and straightforward method of getting your name and services in front of clients with just a few keystrokes. This tried-and-true approach to digital marketing is a favorite of many, and there are countless ways to customize (and maximize) your email blasts to reap superior results. Despite this, many real estate profesTop Agent Magazine
sionals are content to standardize their email advertising and take a broad, one-size-fits-all approach to capturing interest and leads. While an up-front sales pitch certainly has its uses and benefits, it doesn’t hurt to shake up your routine and refresh your email marketing approach by adding specifics that draw renewed interest from your audience.
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One way to accomplish this is by tying in current events and local happenings to your email blasts. After all, your sphere of influence likely receives countless marketing emails per day. To cut through the noise, sharpen your message with a few specifics that separate your communications from the pack. Not every email should be focused on closing a sale, or else your audience will learn to stop listening. How do you build your brand, stay top of mind, and keep the lines of communication open with your clientele? Here are a few ideas to get you started.
against an old rival? Do they host themed fan days honoring veterans or catering to families? Tailoring your communications to a local sports franchise’s big news or next event can draw intrigue and provide added value for your clients. Remember, not every communication you send should be focused on pitching and closing a sale, otherwise your audience will tune out your emails altogether. Instead, incorporate fun, community-oriented content that lets readers know you’re a resource for much more than real estate.
Sports news makes a splash
Become a one-stop-shop for holiday fun and seasonal ideas.
People love to rally behind the home team. Is a regional, local university, or professional sports team in your area headed to the playoffs or the championship? Are they facing off
From Mother’s Day to Thanksgiving, anyone can send an email wishing clients a happy holiday. While the sentiment is a good one, you’ll be one of dozens flooding inboxes with
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your well-wishes. Instead, go beyond the traditional greetings and good tidings and become a hyper-specific resource for clients. Create a gift guide for Mother’s Day, outline family-friendly local events occurring in your area around the holidays, or engage in a promotional partnership with a local business who’s offering a holiday special of their own. In other words, don’t settle for just saying hello during certain times of the year. Instead, up the value of your email blast by offering clients curated information that relates to their interests and area. Doing so makes your emails a must-read, while demonstrating your ability to go the extra mile.
Pop culture serves as a fun and timely tie-in. Is a new gaming app sweeping the nation? Have your social media feeds been flooded with the same viral video? Is everyone gossiping about the same TV show premiere? Pop culture tie-ins in your email marketing campaigns can be extremely effective, but in order to for
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them to work, you’ll need to move quickly and keep your focus on the phenomenon, rather than your service pitch. The goal behind pop culture marketing tie-ins is communicating the progressiveness and hip factor of your brand, while capturing timely, topical interest that’s at a fever pitch. Everyone wants to be in on a running joke or trend, and if you leverage trending pop culture moments in your email marketing, you’ll be able to draw views and clicks from a wide audience.
Plenty of services offer standardized email marketing templates and content for today’s real estate professionals, and while the motivation behind marketing is transactional, your communications don’t have to be. The surest way to make an impact in your clients’ inboxes is to add original value and break apart from the pack. Consider updating some of your routines with these current events oriented techniques and your email audience is sure to take a second look.
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