In this video, Jeremy Forcier sits down with long-time friend and top producer Joe Soto to unpack the mindset shift from surviving to thriving and ultimately, dominating in mortgage and real estate. Joe gets real about hitting rock bottom, rebuilding with intention, and mastering the art of consistency, follow-up, and mindset for LOs who want to win in Q4 and beyond.
Meaningful takeaways from this conversation:
➡️ Mindset Shift: How Joe went from fear and burnout to focus and confidence and the habits that made it possible.
➡️ Service Over Self: The power of shifting from “I” to “others” to instantly change your energy and results.
➡️ Stop the Busywork: How to kill bad habits disguised as productivity and get back to money-making activities.
➡️ Realtor Systems That Work: Real scripts, follow-up strategies, and the “cheat sheet” Joe uses to win new agent relationships.
➡️ Handling Rejection Like a Pro: How Joe gamifies “no’s” to stay motivated and turn rejection into momentum.
➡️ One link to rule them all - powered by Housing.Link: https://housing.link/FMgvWfDP
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➡️ Schedule a demo for Mortgage Coach Next Gen Today! https://trustengine.com/lets-connect/
➡️ Follow TrustEngine on Instagram: @TheTrustEngine
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Chapters:
00:00 – Intro: From Surviving → Thriving → Dominating
Jeremy introduces the Tuesday Takeover theme and longtime friend Joe Soto, teeing up a conversation about mindset and growth.
02:00 – Joe Soto’s Story & Market Context
Joe shares his background—from Puerto Rico → Brooklyn → Southern California—and describes his branch, his team, and what’s happening in the current market.
04:00 – Recognizing Survival Mode
Joe recalls the 2008 crash and the moment he realized he was operating in fear and pure survival mode.
05:30 – Mindset Battles: The Enemy Within
Jeremy and Joe dive into self-talk, imposter syndrome, and how internal narratives keep LOs stuck.
07:00 – The Shift: Making It About Others
How focusing on serving clients and agents (instead of self-doubt) changed Joe’s energy and results.
09:00 – Letting Go & Building Team Leverage
Joe explains how hiring help, dropping perfectionism, and being “the best version of me” unlocked his growth.
11:00 – Bad Habits Disguised as Productivity
Jeremy challenges “busywork” — checking files, emails, and pipelines — and Joe lists common traps loan officers fall into.
13:30 – Focusing on Real Activity & Effort that Matters
They discuss why productive energy must go toward prospecting, conversations, and relationship-building.
15:00 – Market Update & Agent Opportunities
Joe details what he’s seeing in SoCal — slower listings, longer DOM — and how to use that pain to create opportunity with buy-downs and bridge loans.
18:00 – Scripts That Win Meetings
Joe breaks down his conversational flow with agents, how he overcomes “just email me” objections, and secures real appointments.
21:30 – Language and Tie-Downs that Convert
Jeremy dissects Joe’s phrasing (“Wouldn’t you agree?”) and how words and tonality shape influence.
25:00 – Owning the Conversation & Mindset Clarity
Joe explains when he stopped “just calling” and started leading with purpose — knowing exactly what he wants from every call.
27:00 – Realtor Focus over Refi Distraction
Why Joe is quadrupling down on agent relationships while others chase refinances.
29:00 – Organizing Realtors A–E & Follow-Up System
How Joe segments his agent database, prioritizes outreach, and moves cold contacts (“E’s”) up the ladder.
33:00 – Overcoming Rejection & Gamifying the No’s
Joe shares his “Army Men” tactic from Go for No — turning rejection into a numbers game that keeps momentum high.
37:00 – Jeremy’s Coaching Insights on Follow-Up
Jeremy adds scripts for re-engaging cold prospects and building subconscious trust through consistent touches.
40:00 – Refi Opportunities & Automation
Joe and Jeremy reveal how they’re identifying refi candidates, using simple email templates, and leveraging Mortgage Coach TCAs.
44:00 – Conversion and Pre-Approval Follow-Up System
Joe outlines his 90-day campaign to bridge the gap between pre-approval → contract → closing.
47:00 – Creating “No Surprises” Loans
Why proactive communication—weekly rate updates and transparency—builds loyalty and prevents fallout.
49:00 – Final Mindset Message: Don’t Go 0-for-the-Day
Joe’s closing wisdom: control your mindset, take one action every day, and remember, “0-for sucks.”
59:00 – Wrap-Up & Takeaways
Jeremy summarizes the key themes: mindset, action, follow-up, and the pursuit of mastery through service.
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