After more than two decades in this business, I can tell you one thing with absolute certainty: your contacts are your marketplace. They are where every opportunity begins — and if you’re serious about building a referral-based business, this is where you need to start. I’ve built my career on this principle, and I even created a software platform — SavvyBroker — designed specifically to help mortgage brokers and loan agents manage their book of business using this exact mindset. It has helped mortgage brokers across the country save time, stay organized, and make more money by turning their contact lists into active, referral-generating pipelines.
Most loan agents wing it. A few emails here, a call there, maybe a holiday card in December — and then wonder why referrals are inconsistent. If you want predictable, repeatable success, you need a clear 12-month plan. Not complicated. Not expensive. Just consistent and intentional. And here’s the key: it’s a numbers game. In the book The Millionaire Real Estate Agent by Gary Keller, he analyzes the habits of real estate professionals who earn over a million dollars per year. One of the most impactful concepts he shares is the “33 Touch Program.” According to Keller’s research, if you have 12 good contacts and you touch each of them 33 times per year, you’ll generate on average 1 referral and 1 closed transaction per year from that group. Here’s how that math plays out: - Want 10 transactions per month? - You need 1,440 quality contacts, each touched 33 times per year. Now, 33 may sound like a lot — but when done correctly, it doesn’t feel like overkill. In fact, it feels natural, helpful, and even fun. That’s exactly what I’m going to walk you through in this series.
For your monthly outreach, the goal isn’t to pitch loans every time — it’s to stay top of mind in a way that feels natural, not pushy. I use Constant Contact, a low-cost email marketing platform that ensures my emails are whitelisted (meaning they land in inboxes, not spam) and tracks who opens, clicks, and engages. It’s easy to use and incredibly effective — but what really makes the difference is what I’m sending. Here’s what I’ve learned after years of doing this: Nobody cares about mortgage trends — unless they’re in the middle of buying, selling, or refinancing right now. When I send emails about interest rate shifts or FHA guideline updates, I get almost no clicks. But when I send something fun like: - “The Secret Menu at In-N-Out” - “New NFL Stadium Set to Open This Fall” - “Top 5 Little League World Series Moments” …my open and click rates go through the roof. The irony? When someone does need a mortgage, they’ll reply to that fun newsletter I sent six months ago — because I was already in their inbox, in a friendly and consistent way. The point is not to sell in every message — it’s to stay present and approachable. Your network knows what you do. You don’t have to keep reminding them. Just show up, be human, and be consistent.
Think about this for a second: When you get a birthday card from your dentist, you appreciate the gesture — but let’s be honest, you probably don’t read the whole thing. But what if that card included your latest X-ray? Now you’re paying attention. Because it’s about you. It’s personal. The same principle applies to your marketing. Fun content is great (see Section #1), but when you layer in something specifically about them, your message carries more weight. If you’re already sending a monthly newsletter (fun, light, entertaining), and then once a month you send them a personal loan report or status update — using a tool like SavvyBroker — you’ve already got 24 meaningful touches per year. That means you only need 9 more to hit the magic 33. Here are some simple, creative ways to round it out: - Magnetic calendar: stays on their fridge or filing cabinet all year. - Baseball schedule magnet: I use the Dodgers and Angels — long season, long exposure. - Cheesy notepad: I stamp mine with “Just another Cheesy Notepad.” They laugh, they use it, they remember me. - Holiday card: Family photo, warm message, something sincere. You’re marketing to them while making fun of marketing — and they love it.
This is where you separate yourself from the crowd. Most people will read everything above, nod in agreement… and then never actually do it. That’s the difference between intention and execution. Yes, it takes a bit of time to put together a 12-month marketing plan — but once it’s built, your job becomes simple: just follow the plan. One of the greatest books ever written on success is Think and Grow Rich by Napoleon Hill. In it, he talks about the importance of having a plan. He compares it to the rudder on a boat: Without one, you drift. Eventually, you hit the rocks. But with a plan? You know exactly where you're going — and all you have to do is keep rowing. So let’s build that rudder. Here’s what to decide and document: - What email marketing platform you’ll use (e.g., Constant Contact). - What content you’ll send each month from January to December. - What tool you'll use to send personalized reports (e.g., SavvyBroker). - What your physical touchpoints will look like (calendars, magnets, notepads). - When will you do the work — pick the time, set the reminders. This is the difference between winning and losing in the numbers game. Consistency wins — and consistency starts with a clear plan.
If you'd like to read "The Official Guide to Building a Referral Based Business" for free, just head over to www.cezarmansour.com and sign up for my newsletter. You’ll receive a private link to access the full book, and that link will always work for you — even if you choose to unsubscribe. You’ll also get a chance to see the kind of newsletters I send to my network, which may inspire you to build your own marketing style.
In my previous post, I showed you how to clean up, reconnect with, and categorize your entire contact list — the critical first step in building a referral-based business. If you missed that one, go back and check it out. It’s where this all begins. Next, we’ll move from strategy to follow-through. 👉 In the upcoming post: “Follow-Up or Fail” I’ll break down how to build a follow-up system that earns trust, wins business, and captures the leads most agents miss — all without being pushy.
Cezar Mansour
The Mortgage Software That Saves Hours & Makes You More Money.