The 90% Secret: The Simple Ad Strategy That Builds Trust and Converts Clients
Thursday, October 30, 2025
The Call That Changed Everything
I jumped on what I thought would be a quick sales call — just another guy trying to sell me advertising.
He was from the Bay Area, ran Meta ads for mortgage and real estate pros across the country, and within ten minutes we were deep in one of the best marketing conversations I’ve had in years.
What started as a pitch turned into a full-blown strategy session that changed how I see advertising forever.
The Line That Stopped Me Cold
He said:
“You’re not paying for leads.
You’re paying to put your brand and videos in front of the right people.”
That was it.
That one sentence flipped my whole perspective.
I’d always treated ads like transactions — get the click, grab the lead, follow up fast.
But the truth is, people don’t convert because of how fast you follow up.
They convert because they trust you.
We’re Not Running Ads — We’re Running Auditions
That was the biggest takeaway.
Every time your face shows up on camera, people are making a micro-decision:
“Do I trust this person with one of the biggest financial moves of my life?”
So if you think about it… you’re not running ads.
You’re running auditions.
Every click, every impression, every video is another chance to show that you actually know what you’re talking about — and that you care.
The Funnel That Actually Works Right Now
Here’s the structure that’s crushing it right now for loan officers and real estate pros:
1. Lead Magnet: Offer something valuable — “Smart Buyer Kit,” “Cost of Waiting,” “First-Time Buyer Checklist,” etc.
2. Meta Ad: Simple, direct ad that promotes that free resource.
3. Thank-You Page: Instead of dumping people on a boring search form, send them to a short video of you talking directly to them.
o No production studio needed.
o Just say, “Hey, thanks for grabbing this — here’s what you need to know next.”
4. Book a Call: End that video with a natural, friendly invitation to book a call.
5. Retarget: If they don’t book, show them more videos to keep building trust.
That’s it. Simple, human, and scalable.
The 90% Secret
Then he hit me with this:
“90% of top-of-funnel mortgage leads don’t have a realtor yet.”
Let that sink in.
Almost every online lead is floating around without an agent.
That means every ad you run could lead to two relationships:
• The buyer or borrower
• The real estate partner who helps them find the house
If you handle the lead the right way, you don’t just close a deal — you gain a referral partner.
That’s not lead gen.
That’s relationship gen.
Why Most Ads Fail
After that call, I went back and tested it.
I searched dozens of ad funnels — from Zillow to LendingTree to small independent lenders.
Not a single one sent me to a video on their thank-you page.
Every single one just dumped me on a form or home search page.
No face.
No personality.
No trust.
That’s where we win.
The second someone sees your face and hears your voice — your expertise becomes real.
Where to Spend (and Where to Stop Spending)
Here’s what’s actually working right now across platforms:
• Meta (Facebook + Instagram): Still the best for converting strangers into warm conversations.
• Google: Too competitive — you’re fighting Zillow, Realtor.com, LendingTree, and Discover.
• YouTube: Great for content and branding, not instant leads.
• TikTok: Fun and high reach, but very low buyer intent.
If you’re looking for efficiency — start with Meta.
The Bigger Lesson
We’re not buying leads anymore.
We’re buying attention.
The question is: what are you doing once you have it?
If you use that moment to prove your expertise and show up as a real human, people will reach out.
If you waste it with a generic form and no face — they’ll bounce.
Attention doesn’t equal trust.
Trust is earned through repetition, value, and presence.
Listen to the Full Conversation
I recorded an entire episode of the Referral Boss Podcast about this — the full story, the funnel, and why this strategy is working right now.
👉 Listen here: Referral Boss Podcast – The 90% Secret
(Or search “Referral Boss Podcast” on Apple or Spotify)
Final Thought
The next time you run an ad, remember — you’re not chasing leads.
You’re showing up for your next opportunity to be seen, trusted, and remembered.
And that’s how real marketing works in 2025.
Roll up your sleeves and start getting more referrals
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📌 Want More?
Here are a few past newsletters you’ll want to keep in your swipe file:
📌 I Lost $47 Million in Mortgage Volume by Ignoring CRM Tags—Here’s How You Can Dodge That Bullet → Learn why CRM tagging is critical for business success.
📌 Forget Cameras and Crews… This AI Makes Video Magic in Minutes! → See how AI is revolutionizing video content creation.
📌 Master CONNECT: Build Authentic Referral Relationships with a Blackberry Twist → Unlock strategies for real referral relationships.
📌 Is Your Website Just Sitting There? Discover How to Make It Work for You! → Convert your website into a lead-gen machine.
📌 The Secret to Getting Clients to Pay What You’re Worth: How to Create an Offer They Can’t Resist → Craft offers that clients want to say yes to.
