Letter 19: The Power of an Irresistible Offer (Mortgage Example)

Most people in business focus on what they can get—more money, more clients, more success. But the real secret? Focus on what you can give.

When I first started my mortgage business, I knew one thing: real estate agents were our top referral source. If I wanted to win, I needed them to send us business over and over again.

Most mortgage brokers try to compete with the same boring promises:

• “We close on time.”

• “We have great service.”

• “We answer our phones.”

Cool. That’s your job.

That’s why I focused on creating an irresistible offer—something that made us the obvious choice. Instead of just asking agents for referrals, I built my business around helping them first. That mindset didn’t just get us started—it’s what grew us into a $12M+ per year company.

MVP: The Irresistible Offer + A Service Mindset

1. We Made an Offer They Couldn’t Refuse

If you want more business, make it impossible for people to say no.

I asked myself: What do real estate agents actually want? The answer: More business with less effort. So, instead of just promising good service, I gave them real value.

Example #1: Free Listing Videos & Social Media Content
I kept a videographer on staff and told agents: "Anytime you need a listing video or social media content, call him. It’s free."

Example #2: Running Ads to Generate Buyer Leads for Agents
I invested $25K to learn how to run highly effective online ads. Then, I went to agents and said: "I'll run the ads and generate buyer leads for you. You just work the leads and close more deals."

That’s a real offer. That’s value.

2. We Focused on Service—Not Squeezing Every Dollar Out of a Deal

Most salespeople are so focused on making the most money per deal that they lose sight of the real goal: growing the business.

Early on, I made a simple decision: I didn’t want to write loans—I wanted to build a real business. That meant:

• Focusing 100% on business development.

• Delegating loan work to people who were better at it than me.

While other LOs were trying to squeeze every last dollar out of each deal, I was learning how to add massive value to my target audience.

Here’s the difference:

• They made more per deal but were stuck doing all the work themselves.

• We made more deals happen and scaled into a $12M+/year business.

Short-term greed kills long-term growth.

The Lesson: Serve First, Profit Follows

Most businesses fail because they’re too focused on themselves. They ask, How can I make more money? when they should be asking, How can I add more value?

Here’s the truth:

• The better your offer, the easier it is to sell.

• The more value you add, the faster people choose you.

• The more you serve, the more you win.

Want to grow your business? Stop chasing pennies. Start focusing on value.

P.S. Want to See How My Team Generates New Business for Any Industry?

We do it at such a low cost it almost seems unreal. If you want to know how, send an email to [email protected] with the subject line “Unreal Leads.”

Add some value to someone,
Cody