Hey, everybody. This is Carl White, broadcasting from the secret headquarters here at the

Mortgage Marketing Animals slash Freedom Club. And you are listening to Loan Officer Freedom

live here on the podcast, the number one podcast for loan officers in the nation.

So it's really cool to have that.

And thank you for you guys for making this happen.

So all right.

So this should be a pretty short little episode, but this can be really, really, really impactful.

And so I'm calling this one Ice Ice Baby, which is kind of a weird name, right, a pun on

vanilla ice back in the day. But I'm going to tell you how ICE, ICE, can be very, very, very

helpful right now, particularly now where the mortgage

industry has definitely made a shift. And I'm going to tell you right now, the activities that

we did last year, worked last year, but you may need to do a different set of activities now,

right? So as we're going from,

not as we've gone from a refinance market until now, you know, we're still doing a fair

amount of cash out debt consolidation refinances with all the equity people having their houses.

But as always,

we're focusing in on the purchase market. So I think in my branch last year, we ran a 68% purchase,

32% refi. It's probably going to be pretty close to that this year. That's my expectation,

somewhere in that neighborhood. But for many of you,

focusing in on the purchases is a new thing and going, gosh, what I do and how do I do this?

And worse, there's a bunch of different things being touted as, hey, do this, hey, go do that.

Hey, go do this. Hey, go do that. And you're like, why? I'm overwhelmed with what should I do. Like, what actually works? And so I'm going to give you the formula that I use on when I hear a

...