E64: How a 20-Year Veteran Uses Tech to Have AMAZING Conversions w Russ Morrison

In this episode of Mortgage Tech Talks, we're joined by 20-year mortgage industry veteran Russ Morrison, who shares game-changing insights on how brokers can shift from transactional selling to strategic advising.

🔍 Russ breaks down why brokers must move beyond rate-focused discussions, how to optimize lead conversion ratios, and the power of surrounding yourself with the right people in business. Plus, we dive into how his TMS (Tactical Mortgage Solutions) platform is transforming mortgage strategy conversations.

🔗 Timestamps:
00:00:00 - The five reasons consumers come to brokers
00:00:14 - Selling solutions vs. solving problems
00:00:30 - The importance of having the right people around you
00:01:09 - Introducing Russ Morrison & his mortgage journey
00:01:56 - How Russ has optimized his strategy sessions
00:03:17 - The power of a strong network in the mortgage industry
00:05:47 - Virtual vs. in-person collaboration: What works better?
00:07:57 - How to survive market cycles & inflation challenges
00:10:05 - Facing industry struggles head-on & improving conversion rates
00:12:25 - Why a CRM is crucial for broker success
00:14:00 - Understanding lead-to-funding ratios & where business actually comes from
00:17:11 - Surprising data on conversion rates from different lead sources
00:21:26 - The two biggest factors for improving conversions
00:22:23 - The importance of structured upfront conversations
00:25:09 - The power of process: How to win over the right clients
00:28:56 - Knowing when to say NO to bad-fit clients
00:30:45 - Why brokers must shift from transactional to trust-based advising
00:33:15 - TMS: The tool designed to streamline mortgage strategy conversations
00:38:55 - The future of mortgage advising: Show, don’t tell
00:42:41 - The tech side of mortgage brokering & growing a scalable business

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