Webinar ·

Driving high-intent leads in the new compliance era

Discover how leading mortgage technology providers are revolutionizing lead generation for loan officers in 2025 and beyond.

In this exclusive webinar, industry leaders Joe Welu (CEO of Total Expert), Matthew Marx (CEO of Evocalize), and Andrew Pawlak (CEO of rebel iQ) unveil a groundbreaking integration that puts enterprise-level marketing capabilities directly in the hands of mortgage professionals.

Learn how this first-of-its-kind collaboration creates a complete marketing engine for driving high-intent leads with compliance in mind for the new TCPA regulations. They show a product demo how loan officers can leverage AI-powered automation to attract qualified prospects, capture exclusive first-party leads, and nurture relationships through sophisticated customer journeys.

With January 2025’s TCPA changes set to transform lead generation, this webinar reveals why driving high-intent leads through your own marketing engine is more critical than ever. Discover how to future-proof your business with compliant, cost-effective lead generation strategies that deliver better results than traditional lead aggregators.

Key takeaways

Here are the key takeaways from this webinar:

Resources

Driving high-intent leads with Total Expert and Evocalize

Transcript

Matthew Marx
Thanks for joining us. We’re really excited today to talk about something that we’ve been working on for a while, for quite a long time.

I’m really honored to have Joe Welu, the CEO of Total Expert, and Andrew Palawk, the CEO of rebel iQ, to talk about something and a solution we think really is super differentiating for both loan officers and lenders in the space. And wanted to kind of get started with that and hoping that a lot of you probably know Joe already out there in the ecosystem, but wanted to just do some quick intros so anyone who doesn’t know about Joe and Total Expert can get it straight from the horse’s mouth. 

Joe, you mind giving a little intro to the group?

Joe Welu
Yeah, hey, really good to be with you, buddy. Excited to be here. Joe Welu, CEO and founder of Total Expert, and we have the great pleasure of both working with both your two great companies as technology partners, as well as serving the lending industry.

We have the top CRM customer engagement platform purpose-built for mortgage lending and, you know, incredibly passionate about helping our customers grow their businesses and deliver that perfect customer journey. So we’re going to get into some really fun use cases and some great examples of how we’re all partnering together to deliver value to the industry.

Matthew Marx
Exciting stuff. Andrew, can you give us a bit about rebel iQ and why it’s so exciting? We already know, but everyone else needs to know, too.

Andrew Pawlak
Yeah, thanks. Thanks, Matt, Evocalize team, Joe, Total Expert for having us. My name is Andrew Pawlak, co-founder, CEO at rebel iQ. Been in the business, digital marketing, really focused on mortgage and real estate for the last 20 years.

We launched Lead Pops in 2011 with the idea that lead generation customer engagement had actually captured and create leads could be done better. We got our start actually working kind of on the dark side. So we built systems.

Some of you know, as Zillow Longform did a lot of work with Bankrate for several years, developing their rate table landing page strategy, tested our stuff on millions of consumer interactions. Like, how do you actually take a click and turn it into a lead? How do you convert that consumer online, turn that into a potential customer?

And we built a platform based on that. And we found our sweet spot was actually working with lenders, working with loan officers on developing their own systems to generate their own first party leads. It’s like, this is what the big boys are doing to capture and create those leads.

Do it for yourself. It’s a better customer experience. It’s a much higher quality lead when you’re not buying it from a third party.

It’s exclusive and it’s delivered instantly to your system. And it’s a great branding play. So really still hyper focused on conversion, on capture and partnering with the best in breed on how do you actually get the traffic and then how do you actually turn that lead into a customer?

So I’m so happy to be talking to you guys, because I think we’ve brought that trifecta together to solve for all three of those pieces.

Matthew Marx
It’s amazing, guys. Thank you. In brief, I’m Matthew Marks. I’m the founder and CEO of Evocalize. We, maybe dark side, I won’t use as much dark side, but we also partnered and we actually started on the real estate side of the fence.

We built an AI based marketing agent that will go out and do your marketing for you. We do this for many of the largest real estate portals, including realtor.com and some of the other folks in the real estate space, as well as most of the largest real estate brokerages and several hundred thousand realtors. 

We entered mortgage about a year, year and a half ago, and we partnered with Rates and a number of the other top lenders in the Total Expert ecosystem primarily.

And we provide, again, an AI agent that can go out and use your data and do marketing for you on behalf, like you have the best in class, a world’s best marketing agency working for you, going out and finding new customers or reaching your existing customers on the channels where they spend time, like Facebook, Instagram, Google Search, YouTube, elsewhere on the on the web. 

So, guys, I’m really excited about getting into this. We’re going to show you some stuff today, show you some of the things we’re working on.

But before I do that, I think the impetus for a lot of this was some of the foundation that Joe and his team set up at Total Expert. And so I love, Joe, if you wouldn’t mind just giving us a little bit of background on your marketplace, the reasoning behind thinking about marketplace and kind of connecting different folks together for the industry. That’s kind of a pretty big deal and a pretty revolutionary thing out there today.

Joe Welu
Yeah, no, great, great question. I’ll give you a little bit of context. So our approach has always been really deeply collaborating and partnering with our customer base.

And fortunately, we represent 15, 16 of the top 25 lenders in America, many, many more in the top 100. And it was super clear as we’ve spent the last couple of years going through iteration of our platform and continue to innovate. And the clarity that we got was the lenders really want to drive outcomes in the business. They want solutions. 

What they don’t really want is to go out and try to figure out how to stitch together all of the technology from different vendors. They don’t want to go through all of the brain damage of figuring out, OK, well, which vendors do I plug in? And how do I do the integration? And then what do I have to do to actually get the outcome? 

What they want is solutions that come out of the box for the most part that are pre-integrated, that are able to deliver value around use cases like lead to application, right?

The ability to generate lower cost leads, the ability to convert those leads, and the ability to have this marketing engine going on behalf of all of the great loan officers and salespeople they have. And those were the outcomes they wanted. And so what that led us to do, and the partnership between the three of us is a great example, one of the best examples of this, is start looking and saying, well, we know what our strengths are, OK?

And we can’t build or don’t want to build all of the different components that wrap around a customer journey from landing pages and forms to advertising and retargeting and remarketing. We can’t possibly build all those things. So we set out to build a very deeply integrated set of partners that could deliver on those use cases and outcomes that our lenders desperately want to move their business.

And so the marketplace for us is the accumulation of us doing a tremendous amount of diligence and work with our customer base in saying, what are the pre-integrated things that combine the three of us? One plus one plus one equals 20, right? How can we put those plays together and then make it super easy for our customers to buy those things, deploy those things, and get value from those solutions?

So yeah, it’s been a lot of great work between our teams. And I know we are still iterating and improving all of the time. But that’s essentially the essence.

Matthew Marx
Yeah, it makes a ton of sense, Joe. I mean, thank you for starting it out because the solution providers in the industry have just asked a lot of the industry, this knitting together of technologies and trying to use third parties to stitch things together. And it just never really works as well as it could.

We know at the end of the day, integration and data needs to be seamless today. An easy button is something really important. 

Andrew, why now? I know you talk a lot about when you and I talk, we talk online, you talk a lot about doing this like you said, the dark side, like the portals, like the marketplace, the third party lead generators that have been so successful at building these marketing engines or machines. 

Can you talk a little bit about how they have success, why they’re successful, and maybe even some things that are changing in the industry now and especially in January this next year?

Andrew Pawlak
Yeah, I mean, I think the word Joe used is perfect for it. There’s an engine. They’ve created a way to attract, capture, and convert a customer, right?

They’ve got to get eyeballs. They’ve got to get clicks. They spend a lot of money on that.

We all know that getting those clicks is absolutely pointless if you can’t capture the data. So they’ve got a very smart system around how to get a click and turn that into a lead. Like, how do you present the page, the messaging, the colors, the images, the amount of questions you ask?

You know, how many is too many? How many is too few, right? Like, what’s the sequence of those questions? Like, there’s a whole psychology to how to get a 10, 20, 30, 40% click-to-lead conversion rate and quality matters, right? We don’t just want anybody and everybody coming through wanting free stuff. We want to get accurate data.

The more data points we can capture, the better. So there’s a whole methodology behind that. The big portals know it. We know it. We’ve built it for two of the biggest ones out there. And then understanding that once you capture that lead, you’ve got to have a mechanism to monetize it, right?

On the mortgage side, obviously, you’re not selling leads, but you’ve got to be able to connect, engage, talk to that person, build a relationship. If they’re not ready now, then nurture them for the long term. If you close that loan, you want lifetime value, right?

Close the loan again, get referrals, repeat customer, not so transactional. So you’ve got to solve all three of these things. With our group coming together, the three of us, we build that engine for lenders, for loan officers.

And the timing couldn’t be better for the mortgage industry because of what’s hitting the lead gen industry come January with the new regulations, the FCC, clamping down on that old model of a middleman really capturing data and then turning around and selling it, unbeknownst to the consumer that they just filled out a form and now their phone’s going to be ringing off the hook. 

That whole selling of data without the consent of the consumer, that’s coming to an end come January 27th of the new TCPA compliance requirements are that the consumer has to be presented with the mortgage companies that they’re going to have their information sold to. And that middleman can only sell the data to the companies that the borrower agrees to, which in all early testing that’s been going on for about the last year, conversion rates have come crashing down.

These middlemen lead aggregator types of companies are scrambling to figure out what to do and how to monetize it. So it’s absolutely leveling the playing field. You know, lead quantity is going to go down big time for these big players who are selling the data.

And that’s creating a huge opportunity for the LOs and lenders to step in and say, you know what? It’s my turn. I’m going to do this for myself. I now have the systems. I understand the solutions. It’s turnkey.

And I have my own first party compliant lead generation engine that allows me to really future proof my customer acquisition and create my…

Joe Welu
Sorry to interrupt Andrew, but that first party compliant. Say that one more time, man, because that’s so powerful.

Andrew Pawlak
First party compliant leads captured and created exclusively for you. Right. And having those proof points built into the system, you know, as a lender, as a loan officer, knowing that that language is right there on the page, that proof of consent is also delivered into your Total Expert system from rebel iQ, from Evocalize, showing that here’s the exact language that that customer agreed to. 

So that you have a record of this as part of your lead generation and customer acquisition strategy. And setting up your loan officers so that we’re not worried about them going rogue, putting together their own marketing systems and automation that’s only going to lead to major fines for every single text message and communication that goes out that did not follow these requirements. 

So, you know, our system has the compliance built into it, tied into the Evocalize platform, tied back into TE, Total Expert, and then also authorizing the two way SMS communication. So we’re allowing that automated communication to go out now from TE from this platform.

So it’s all it’s all like you said, stitched together and it’s turnkey for these solutions to allow us to get ahead of these changes that are going to hit in January.

Matthew Marx
Makes a ton of sense. So what you’re saying, Andrew, to summarize what you’re saying is we have a legally compliant. The laws are changing, right? They’re getting more stringent. Now we have a one to one consent rule. One lead is sold to one person. They have to opt in to one person. 

The fortunate thing in our environment where a loan officer is generating their own first party leads, they’re inherently one to one already. And so we’ve wired the consent around. But you’re saying that what we’ve done here, I’m just summarizing for everyone is we’ve built a compliant lead generation platform. 

It’s kind of like a portal in a box that every loan officer, every lender can hand out to every loan officer, ensuring compliance and giving them the power to drive their own business, build their own database, build their own CRM database up so that they can convert for themselves and they’re not relying on a third party. Ya’ll, Andrew just said it.

This is what we’re going to show you. So who’s ready to see this: attract advertising and marketing in a compliant way, sophisticated lead capture, and then nurturing through the journey. So who’s ready to see that? I say we give them a look. What do you say?

Joe Welu
Let’s do it. Let’s fire it up.

[ Demo video of the integration ]

Matthew Marx
We have worked very, very hard to put together the Evocalize system to attract customers together in themes that loan officers use to market themselves with world class creative and messaging, automatically use automation and A.I. to build landing pages through rebel iQ that will capture Google Search traffic that’s generated Instagram, Meta, and other traffic that’s generated to convert it into high quality leads. 

And then to actually convert through Total Expert Journeys linked downstream in order to actually make business out of these leads that are coming and build your book of business and build your bottom line. 

We’re really excited about this because this is really the first time in this industry that anyone has knitted together this portal marketing system in a box for (a) loan officers. Loan officers can log in and have a very turnkey system that’s standardized, best practices or for lenders to customize, enforce their own specific compliance rules and roll it out to their systems.

And so we’re really excited about this. Guys, what do you think?

Andrew Pawlak
I’ve spent the last five years running in-house digital advertising teams that do this for clients. I know the amount of hours and the type of person that you have to have on your team, the competency to put together the creative, the copy to understand what the different admins and portals inside of Google and Meta and the creative, the copy, the pixels, the tracking, the retargeting, then how to tie it back to a landing page and how to make that page integrate with the CRM. 

And I mean, that’s thousands of dollars just to set that up. What you just showed me in two minutes. I mean, it’s I’m sitting here, obviously, you know, that that type of thought and understanding that. 

I mean, it’s the future that AI powered agent that can come in here and literally less than a couple of minutes do what would take a high-end human hours to even deploy is I mean, it’s fun to see. It’s a little scary, but it’s absolutely awesome.

Joe Welu
Yeah, it’s, you know, first of all, it’s really exciting to see the technology all come together, right? Sort of these really amazing capabilities that are able to deliver what I what I feel are really superpowers for the sales folks, the loan officers, the people in the trenches that want to generate traffic for their brand, they want to generate eyeballs, they want to get more at-bats to be in front of consumers. 

And they want technology to be a superpower to really augment what they’re great at. And, you know, as a former salesperson, no one ever wants to set behind the scenes and manage a big marketing team or be making requests to corporate teams to actually deploy this type of a play, right?

This is what I consider really a powerful sales play where you can generate the eyeballs, generate the traffic, capture that information, and then ultimately incubate and nurture it without having to do the heavy lifting. And if I think about the leverage and the power that it gives you, when you combine these things together, in terms of what it can do for your business and your growth in the business, it’s incredible what we’ve all put together here. 

And I take zero credit. I know you guys have been deeply involved and our teams have been involved. So it’s really exciting.

Matthew Marx
Yeah, guys, I’m really humbled and excited to do this with you guys and your teams. And let’s go make a difference, right? I think we’re making a difference.

And I look forward to working with you to continue evolving this. We’re just to kind of prime the pump for early next year. We’re working on some additional co-marketing functionality to build into the system to allow your realtors, again, through our heritage, I know Total Expert does quite a bit of this in their technology already, to allow some digital co-marketing as well with realtors and loan officers and lenders.

So some really exciting things to come. This isn’t the end, but it’s a really exciting step, I think, in the journey of integrating solutions and making things a little easier for the industry. So it’s about time things get easier for everyone.

If you want to learn more about this, please, Joe, on the Total Expert side, who should these folks contact if they want to work with you?

Joe Welu
Yeah, so obviously, if you’re a customer of Total Expert, reach out to your customer success manager or your account executive. And if you don’t know for some reason who that is, send me an email, joe@totalexpert.com, and I’ll make sure I get you to the right place. 

And this is a big, big piece towards our vision of what we believe this transformation is in the industry in really elevating these originators and loan officers as these superpowered experts in their local markets.

And we couldn’t be more excited to have those conversations with you as customers. And if you’re not a customer, of course, we’d love to talk to you about how to put this playbook in motion in 2025.

Matthew Marx
Amazing. We’ll also drop some links in the recording following this session. You can always reach out to me at matt@evocalize.com.

We obviously, if you’re an existing Evocalize customer, we’d love to talk with you more about the additional things that we’re opening up with rebel iQ and with Total Expert and how to always push the envelope. 

Thanks, everyone. Appreciate the time. Joe, thank you. Andrew, thank you so much for the time today. I know you’re all super busy. Thanks for spending a few minutes with everyone.

Joe Welu
Great, guys. 

Andrew Pawlak
Thanks, guys.

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