With constant algorithm changes and skyrocketing ad costs, it’s harder than ever to make Facebook ads work for your mortgage business. That’s why over 90% of mortgage pros fail to see any meaningful return from their Facebook ad campaigns. Yet, many LOs continue to throw money at these campaigns, hoping for a breakthrough. The result? Wasted time, drained budgets, and frustration that leads many to give up entirely.

But what if the problem isn’t Facebook—it’s your approach? Most mortgage pros treat Facebook ads like a magic button, expecting instant results with little effort. That mindset guarantees failure. Instead of just chasing leads, your focus should be building systems that convert leads into closed deals and cash flow.

How do you create ads that attract quality leads instead of time-wasters? Why are video-based ads outperforming text-heavy campaigns? What’s the secret sauce top producers are using to make Facebook ads work in this tough market? 

In today’s episode, we pull back the curtain on what’s working—and not —in Facebook advertising for mortgage pros. We’re sharing the top 3 landmines that derail most campaigns, reveal cutting-edge tools to increase conversions, and share follow-up strategies that transform clicks into closings. 

You’ll also learn; 

About Your Hosts

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Penny Wrightly is a seasoned mortgage professional and expert in creative lead generation. With years of experience in the industry, she has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of real estate and finance.

With tens of thousands of mortgage pros leaving the business over the past 3 years, it comes as no surprise most mortgage pros use outdated tactics that yield little to no results in today's market. Between rising rates, low inventory, dwindling leads, and fierce competition, many LOs find themselves trapped in a cycle of frustration, grinding harder for less return.

The truth is, success in the mortgage industry has evolved, and clinging to outdated methods will only leave you stuck and struggling. If you’re grinding away with cold calls, endless social media posts, or chasing crappy internet leads, chances are these tactics aren’t just ineffective—they’re actively holding you back.

It’s time to ask yourself: Is what you’re doing aligned with what truly works in today’s market? What if one simple daily habit could create exponential results, make you the go-to partner Realtors can’t resist, and finally stop the endless struggle bus?

In this episode, we break down the real talk about what’s working in the mortgage industry right now—no fluff, no gimmicks, just proven strategies that get results so you can take control of your business and scale your income.

You’ll also learn:

About Your Hosts

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Penny Wrightly is a seasoned mortgage professional and expert in creative lead generation. With years of experience in the industry, she has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of real estate and finance.

Check out this episode on Apple Podcasts, or Spotify, and don't forget to leave a review if you like what you heard. Your review feeds the algorithm so our show reaches more people. Thank you!

Businesses with strong team cultures crush the competition, outperforming by a jaw-dropping 200%. Yet in the relentless, high-pressure world of mortgages—where sales targets reign supreme—many leaders miss the mark on building the trust and collaboration that fuel sustainable success. Without a clear vision or a united team, scaling feels like trying to sprint through quicksand. 

What if the secret to a billion-dollar business wasn’t grinding harder or chasing the next shiny object, but creating a culture so magnetic that top talent lines up to join your team, your clients can’t stop raving, and growth becomes almost effortless?

Most mortgage pros think hustle and rapid growth are the keys to the kingdom. But here’s the hard truth: chasing short-term wins might actually be blocking your path to long-term greatness. What if the real game-changer is doing less—but doing it better—anchored in culture, purpose, and servant leadership with a patient, long term approach?

In this episode, we sit down with Anthony Contento and Michele Steko of Sherwood Mortgage Group, who have cracked the code on building a billion-dollar team. They reveal how they fostered a family-like culture that inspires loyalty, strategically scaled by putting people before profits, and navigated tough markets with grace, grit, and innovation. 

You’ll also learn: 

Guest Bio

Anthony Contento is the co-founder and CEO of Sherwood Mortgage Group, a leading mortgage brokerage in Canada. With a career spanning over two decades in the financial industry, Anthony has been instrumental in the company’s rapid growth since its inception in 2008. Under his leadership, Sherwood Mortgage Group has expanded to over 100 agents across five provinces and has consistently surpassed the billion-dollar mark in mortgage originations. Anthony’s expertise in both banking and mortgage brokering allows him to offer a wide range of solutions to clients, ensuring personalized and effective financial strategies.

Michele Steko is the Vice President of National Broker Relations at Sherwood Mortgage Group. Michele joined the executive team with a wealth of experience in the mortgage industry, bringing a strong focus on fostering relationships and enhancing broker support. Her role involves ensuring smooth communication and collaboration among brokers spread across different provinces, contributing to the company’s cohesive and supportive culture. Michele’s dedication to professional excellence and her ability to navigate the complexities of the mortgage market make her a valuable asset to Sherwood Mortgage Group. To learn more visit https://sherwoodmortgagegroup.com/. 

About Your Hosts

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine, The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Penny Wrightly is a seasoned mortgage professional and expert in creative lead generation. With years of experience in the industry, she has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of real estate and finance.

Check out this episode on Apple Podcasts, or Spotify, and don't forget to leave a review if you like what you heard. Your review feeds the algorithm so our show reaches more people. Thank you! 

Our special Halloween podcast episode was streamed live on Halloween, but it was just too scary-awesome not to share with you…. 

Most mortgage pros feel trapped in a haunted house of inconsistent income, where leads vanish like ghosts and referrals are as scarce as full moons. It’s a frightening reality for many mortgage pros, plagued by unresponsive clients, dead leads gathering cobwebs, and pipelines running bone-dry. 

These spooky symptoms are enough to give anyone the chills—but here’s the twist: with just a few eerie-sistible strategies, you can scare away scarcity, resurrect those “lost” leads, and cast a spell of consistent growth in your business.

Are you clinging to the belief that borrower scarcity and ghosting clients are just the nature of the game, when this haunting, growth-killing mindset might be the very curse holding your pipeline in the graveyard?

What if a few “ghoulishly good” strategies could put an end to sleepless nights, transform “ghost” clients into loyal fans, and break the spell that keeps mortgage pros trapped in the income dungeon?

In this Halloween special episode, we’re conjuring up 3 frighteningly easy strategies to breathe life back into your borrower pipeline and keep the clients rolling in. Spook your competition and watch your pipeline fill up, leaving you cackling all the way to the bank!

You’ll also learn:

• How to stop borrowers from ghosting you with a powerful little-known strategy

About Your Hosts

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Penny Wrightly is a seasoned mortgage professional and expert in creative lead generation. With years of experience in the industry, she has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of real estate and finance.

Check out this episode on Apple Podcasts, or Spotify, and don't forget to leave a review if you like what you heard. Your review feeds the algorithm so our show reaches more people. Thank you! 

In today's competitive market where inventory is low and rates are high, leads alone aren't enough. Success lies in how effectively you mine those opportunities.

If you’re not tapping into proven strategies to squeeze maximum value out of your database of prospects, clients and Realtors, you’re handing deals to your competitors on a silver platter—because they’ll be happy to take your market share.

Most mortgage pros think the answer is getting more leads, but here’s the harsh reality: it's not about quantity of your leads, but more importantly, the quality of your leads, and how you nurture and convert those leads into closings.

Are you spending too much time chasing new leads while overlooking the goldmine in your current database? Do you know how to turn the maximum number of those leads into cash? What if you could attract Top REALTORS as exclusive referral partners and automatically turn happy clients into 5-star reviews that turn into red-hot referrals—how much more business could you close?

In this episode, we break down 3 killer marketing campaigns that are guaranteed to generate more REALTOR partnerships, resurrect "dead" leads, and turn 5-star reviews into an unstoppable referral engine.

You’ll also learn: 

• How to get top-producing REALTORS chasing you and consistently sending you high-quality deals like clockwork

About Your Hosts

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Penny Wrightly is the Chief Conversion Coach at MortgageMarketingCoach.com with a 24-year track record of success as a seasoned mortgage professional and expert in creative lead generation. As a highly-decorated veteran in the industry, Penny has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of real estate and finance.

Referrals are the lifeblood of any successful mortgage business. The majority of consumers trust referrals from people they know, yet most mortgage pros are stuck relying on inconsistent word-of-mouth and feel frustrated by the unpredictable flow of leads.

Many mortgage pros think that just doing great work will be enough to keep the referrals flowing, but hope is not a strategy. In fact, this passive approach is likely costing you business and keeping you stuck in the same frustrating cycle of feast or famine.

So ask yourself: Are you getting as many quality referrals as you could be, or are you letting valuable opportunities slip away? What if you could turn your best clients and partners into a steady flow of pre-sold business without the grind of cold calling or chasing crappy internet leads?

In this episode, we reveal the secrets to winning the referral game and building a reliable, high-quality lead stream that practically runs itself. We discuss the smart way to attract top-tier referral partners, create a system that saves you time and stress, and turn one-time clients into long-term, loyal advocates for your business. Stop hoping for referrals and start creating them on autopilot!

You’ll also learn: 

• How to turn unpredictable word-of-mouth referrals into a consistent lead stream

About Your Hosts

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Penny Wrightly is a seasoned mortgage professional and expert in creative lead generation. With 24+ years of experience in the industry, she has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of real estate and finance.

Check out this episode on Apple Podcasts, or Spotify, and don't forget to leave a review if you like what you heard. Your review feeds the algorithm so our show reaches more people. Thank you!

Over the past 2.5 years, the majority of mortgage pros have seen a sharp decline in their pipelines in comparison to the “mortgage gold rush” of 2020-2021. Relying on the same old prospecting methods that worked a few years ago have probably hit the point of diminishing returns.

The reality is, if you're fishing in the same pond as everyone else, you're likely walking away empty-handed. To stay afloat and thrive, you need to get creative and start looking for opportunities where others aren’t.

Sticking with the status quo in this market could cost you more than just a few deals—it could cost you your livelihood as it has for tens of thousands mortgage pros over the past year. The top producers are thinking differently and taking innovative approaches to secure leads that others are missing out on. They are using this so-called “down market” as an opportunity to up their marketing innovation, so they can take market share. 

What if you could discover a wellspring of quality leads in places no one else is looking? Just think about how your business would transform as you build powerful partnerships (in unique and creative ways) that consistently bring in business, while your competition clings to the conventional dinosaur methods that lead to extinction. 

In this episode, my co-host Penny Wrightly and I talk about powerful, creative prospecting strategies that work even in today’s tough market. If your pipeline is drying up, it's a clear wake-up call—time to step up, take massive action, and start getting creative to proactively generate quality leads now!

It’s important to maintain your grit and have a strong frame of mind in this business. Things that are working, you need to continue doing, and if something's not working, you need to cut those things, but remain consistent with the fundamentals. -Penny Wrightly

You’ll also learn:

• Why right NOW is the perfect time to step up and innovate your prospecting strategies (while everyone else is sleeping at the wheel)

Guest Bio

Penny Wrightly is a seasoned mortgage professional and expert in creative lead generation. With 24 years of experience in the mortgage industry and an alumni of Doren Aldana’s coaching program, she has built a reputation for thinking outside the box to find opportunities where others don’t. Penny specializes in helping mortgage pros expand their networks, create valuable partnerships, and boost their business even in challenging markets. Her hands-on approach and innovative strategies have made her a sought-after speaker and coach for those looking to thrive in the competitive world of mortgage marketing.

About Your Host

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine, The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

In today’s ultra-competitive market with low inventory and relatively high rates, leads are harder to come by, and yet, many are unwittingly wasting the few they do get by making costly mistakes.

The key to thriving unthriving times isn’t necessarily just about getting more leads, but in converting more of the ones you already have into high-quality, high-paying clients who send referrals, give rave reviews and then come back to do repeat business,

Focusing solely on generating more leads might mean you're missing the bigger picture. The real issue often isn’t the quantity of leads but the quality of your lead source and the quality of your follow-up.

Many MLOs are letting potential deals slip through their fingers by not fully capitalizing on the opportunities they already have.

Are you truly squeezing all the juice out of the opportunities you’ve been given, or are you letting potential deals slip through your fingers? How would your life change if you could close more deals with less stress?

In this episode, I talk to Lead Conversion Expert, Penny Wrightly, where we reveal the 3 secrets for closing more deals from fewer leads. Stop doing it the hard way and start doing it the SMART WAY.

"Whether your leads come from your client database or referral partnerships you’re building, those will be your highest-quality leads and the easiest to convert." -Penny Wrightly

You’ll also learn: 

• How to assess and improve the quality of your leads to skyrocket your conversions.

Guest Bio

Penny Wrightly is a mortgage industry veteran with over 24 years of experience, now serving as the Chief Conversion Coach at Planet Prosper. From starting as an administrator to becoming a principal broker, Penny has scaled the heights of the mortgage world, leading teams to exponential growth. She’s passionate about helping mortgage pros turn hard-earned leads into consistent closings, and her deep expertise in lead conversion is second to none.

About Your Host

Considered by many to be the nation’s leading Mortgage Marketing Coach, Doren Aldana is the founder of several highly acclaimed training programs, including Autopilot Referral Systems, Client Acceleration Formula and the 7-Figure Lender Academy. He is a contributing author for Mortgage Professional America, CMP Magazine,The Mortgage Journal, and other mortgage industry publications. He is also the founder of the #1 mortgage marketing group on Facebook, The Art of Mortgage Marketing. Since 2005, Doren has trained thousands of mortgage professionals how to utilize his mortgage marketing secrets to close more deals with less effort, regardless of market conditions. In fact, due to his high-impact mortgage marketing solutions (and a whack-load of success stories), Doren was awarded the prestigious “Best Industry Service Provider” award three years in a row at the Canadian Mortgage Awards. Won the BEST INDUSTRY SERVICE award three times in a row.

Most people think making decisions that lead to revenue growth is all about speed or just following your gut, but there's a lot more to it. Top producers in the mortgage industry excel because they have mastered the art of strategic decision-making.

What really sets top producers apart isn’t just that they know how to close a loan or sell their services – both of those skills are vital – but rather, their ability to lead themselves and others with powerful decisions that produce extraordinary results.

In this episode, I explain the top five decision-making habits of successful mortgage pros that can improve your leadership and explode your pipeline.

"Top producers have a strong propensity and proclivity to step outside their comfort zone, swing for the fences, and take strategic risks for higher rewards because there is no reward without risk." - Doren Aldana

Things you’ll learn: 

-How to make decisions quickly and wisely, while avoiding the pitfalls of being rash or procrastinating.

-Ways to balance big dreams with realistic, incremental milestones, ensuring strategic growth while mitigating unnecessary risk.

-When to seek advice and move forward confidently once a decision is made.

-Why you need to use your head and heart, trusting your gut while relying on logical analysis and critical thinking.

-How to act quickly on opportunities but be patient with results, prioritizing high-impact decisions.

Success in the mortgage industry often feels like an uphill battle, an endless grind against constant challenges.

For many LOs, the daily grind can seem overwhelming, with rising rates, increasing competition, and the struggle to stand out in a crowded market. These obstacles are not exceptions but the norm, and how you handle them defines your success.

How can you rise above the resistance and ramp up your revenue? How can you WIN in ANY market CONSISTENTLY, not just a “fair weather” market?

In this episode, I talk about the common struggles most mortgage pros face—low inventory, high rates, stagnation, frustration, and a dwindling pipeline. I also reveal the three counterintuitive truths of success that will change your mortgage career forever.

"Income growth is preceded by inner growth. Your business is like a personal development course with a compensation plan attached." - Doren Aldana

Things you’ll learn:

- How inner growth precedes income growth.

- The importance of focusing on the process rather than the prize.

- Why connecting to your purpose leads to greater success.

- How top producers win in any market regardless of market conditions.

- Practical steps to overcome fear and take purposeful action.