Peep Laja

Wynter

Wynter can tell you almost anything you want to know about your ICPs, and what they think about you. 

Can you list your target customer’s top 3 priorities and pain points? 
What about the top channels they use to learn more about the types of solutions you sell?

If you don’t, your go-to-market plan is flawed. Wynter offers a suite of tools to deliver hi-fidelity insights straight from your ICPs:

• Target customer surveys
• B2B message testing
• On-demand ICP interviews and sales meetings
• B2B user testing

Verified B2B audiences, target by title and industry. Everything is self-serve and on-demand. 
Answers delivered in 12-48 hrs.

Chairman of the Board

CXL is the world leader helping determined marketers become the top 1% in the world. 

We identify the best marketing practitioners in the world and get them to teach what they know. Our courses are in-depth, follow performance-focused training methods, and get you the results you seek.

Speero

Speero, formerly known as CXL agency, is a consultancy I founded in 2011. I was the active CEO until 2016, and have been a board member since.

Founder and Principal of this conversion optimization agency. Back then known as CXL, later rebranded to Speero.

Principal

Traindom

I founded a SaaS startup for building and selling online courses. It was ahead of it's time. Didn't work out in the end. Lots of lessons learned that help me turn my next venture - CXL - into a major success.

Head of Marketing, co-founder

Panama Internet Marketing

Consulting company focused on digital marketing - high-converting websites, PPC and SEO services. Digital strategy, consulting and execution. I did a lot of lead generation and conversion optimization work for real estate, travel and hospitality industry for companies in Central America.

Digital Marketing Consultant, founder

Real24.ae

I was heading marketing and sales for an online real estate portal in the United Arab Emirates. 

I was responsible for the directing setting and vision building of the company. My responsibilities included business development, strategic and operational management of sales and marketing (both, B2B and B2C), managing the sales team, brand management, product development. I was the spokesperson for the company.

Head of Sales and Marketing

AIESEC UAE

•	Main responsibilities: overall organization country operations management, client partnership management & selling, service product development, staff training and coaching
•	Main experience and knowledge gained: strategic management, project management, sales & negotiation skills, persuasion and communication skills, working in a multi-cultural environment, creating synergy between different entities, coaching and mentoring.

Vice President Sales and Marketing

•	Main responsibilities: managing relationships with partner companies, raising new partnerships, coordinating national sales teams, networking and representing the organization in external events, managing PR for the organization, strategic country operations development, coaching and mentoring.
•	Main experience and knowledge gained: selling and negotiating, developing sustainable partnerships, networking, managing different sales teams, project management, strategic management, public relations, and product development.

Vice President External & Public Relations

Playtech

•	Main responsibilities: managing corporate accounts, servicing international clients, giving assistance to use our products.
•	Main experience and knowledge gained: Handling large corporate accounts, fast and efficient communication, problem solving and crisis management, overall understanding of global business, working together with many entities to complete tasks.

Customer Success

Millen MG

•	Main responsibilities: managing IT projects, working together with clients on completing the tasks, web development, and database design. 
•	Experience and knowledge gained: project management, web programming, system analysis and client relationship management.

Web Developer

CEO @ Wynter. 3x Founder. Insights over assumptions. Host of How to Win podcast.

Most of your future revenues are gonna come from future customers. 

If you knew *exactly* what your target customers

think about your category (and your company in particular),
what their top priorities and very big problems are,
what unsaturated channels they use to learn about solutions, 

this is what'd happen to your business:

- you'd nail your messaging, speaking exactly to their pain points
- your conversion rates would go up because your pitch resonates better,
- your CAC would go down as you'd use the right channels with the right message,
- you'd create more meaningful content that moves the dial,
- you'd be more deliberate and accurate in providing more value at every touch point,
- you'd know how to price your products to maximize willingness to pay,
- you'd know how to differentiate,
- you'd know where your go-to-market strategy is off, and could fix it. 
 
The beautiful thing?

You can know all of this with Wynter in under 48 hours.

What are mid-market SaaS marketing leaders prioritizing?

We ran a survey with Wynter and found out. 

1. Pipeline is top mind, with a focus on quality over quantity

"I'm focused on tightening up who we’re targeting and making sure our campaigns bring in people who actually have a real problem we can solve. It’s less about volume now and more about quality."

2. Adjusting to AI search gets a lot of attention. Folks don't want to miss the train.

"We need to balance the ways we invest to ensure we rank well with traditional search, while also increasing our ranking/visibility to AI search engines"

3. Brand strength and awareness. This includes positioning, increasing share of voice, and market relevance, with a clear aim to stand out credibly in crowded categories.

"I am experiencing problems with brand clarity and identity since we have three separate lines of business that fall under 2 entities, but 1 overall company."

Do these three priorities match your top 3?

CEO @ Wynter. 3x Founder. Host of the How to Win podcast.

rebel iQ

Tired of web traffic slipping through your fingers? rebel iQ helps service-based businesses like yours generate more leads and convert them into real clients. Founded in 2011, our team of experts uses innovative strategies to turn web traffic into loyal customers.

CEO & Co-Founder

Internet Marketing Inc

Internet Marketing, Inc. is one of the fastest growing full service internet marketing agencies in the US.

Business Development

220 Group LLC

• Built wire frames for all aspects of the product line. Worked with developers as Project Manager to architect, build and launch the 220 Group website platform

• Personally cold-called and grew the company from 0-100 clients within 6 months, enabling 220 to invest back into the company and reach profitability just 6 months after launching the business

• Continued to sell and acquire new clients while developing the entire 220 sales training curriculum, including all KPI's, scripting, prospecting tactics, competitor analysis, etc. 

• Recruited and developed dozens of successful salespeople, expanding the company to over 1,600 clients nationally, 30+ employees, and over $2M in revenue in 2010

• Established strategic relationships with affiliates such as Zillow and Bankrate, resulting in a drastic increase in brand awareness and inbound business

• Fine-tuned and standardized all Search Engine Optimization tactics for the product line, resulting in over 85% of 220's clients placing on page one of Google for their targeted key phrases

• Trained and inspired hundreds of business owners all over the country on growing their business by utilizing the web as the foundation for all marketing efforts

Co-Founder, VP Sales & Marketing

NTIRA Corp

•  Hired as a senior sales executive for this digital marketing startup; demonstrated ability and leadership skills led to a promotion to Sales Manager second month after being recruited

• Made anywhere from 50-150 cold calls per day, consistently exceeding sales quota while maximizing the productivity of the sales team

• Authored sales scripts; standardized weekly sales meetings and implemented ongoing, one-on-one training to groom new and existing salespeople

• Developed successful SEO techniques and protocol for the NTIRA website line which, upon implementation, led to an explosion in sales for the company

• Researched and invented new prospecting methods that enabled the company to stop having to purchase leads, eliminating thousands of dollars per month in overhead

Inside Sales Manager

Z57 Internet Solutions

• Brought on as an entry-level salesman (youngest in the history of the company) in a class of 10 sales reps; outperformed the entire new hire class and received the “Top Rookie” award

• Graduated from training and hit bonus the first month on the sales floor; began studying sales intensely and spending personal time cultivating professional skills such as communication, management, and knowledge of internet marketing

• Achieved multiple “Salesman of the Month” awards, as well as “Salesman of the Quarter” for Q1 2005 (out of 100+ sales reps)

• Implemented custom “calls-to-action” and other enhancements to client websites that resulted to higher lead conversion rates. Many of those improvements are now standard on the Z57 product offering

Inside Sales Representative

Lead generation architect with 20 years building conversion systems for companies like Zillow and Bankrate. My deep understanding of how lead aggregators and brokers operate comes from engineering their core conversion platforms.

I now use this expertise to help businesses build their own lead generation engines instead of relying on recycled, overpriced leads from brokers. If you're tired of paying for leads that have been sold to multiple competitors, let's talk about creating your direct-to-consumer acquisition strategy.

Andrew Pawlak

The agent who sends you garbage deals then calls Saturday night expecting miracles. 
 
The one who makes you jump through hoops for their deadbeat client, then blames you when it doesn't work.
 
Too many loan officers get stuck being the "rescue LO."
 
Always on call. Always available. "Just call me, I'll figure it out." 

Setting yourself up as the person who can save any impossible deal.
 
That's not positioning yourself as an expert. That's positioning yourself as desperate.
 
There's nothing wrong with being able to put together hard deals. That should be part of your toolkit.
 
But it shouldn't be your identity.
 
I've watched too many LOs get trapped in toxic relationships with agents because they built their reputation on being the person who never says no.
 
You're an expert. You know what you're doing. You're there for your best agents when they need you.
 
But you're not the emergency hotline for every agent's worst client.
 
Position yourself higher. 
 
Your career, your mental health, and your quality of life will thank you.
 
#mortgage #realestate #mortgageindustry #rebeliQ

$10B+ Mortgage Loans Funded, 40K+ Success Stories, 20 Years | Mortgage Lead Gen & Digital Marketing Strategist | CEO @ rebel iQ

The traditional loan officer position sucks.
 
"Please send me anyone." 
"I'll take any deal." 
"I'm available 24/7 for whatever you've got."
 
Sound familiar?
 
Taking borderline deals from agents who send you their problems. 
 
Answering texts at 10 PM on Saturday for deals that won't close. 
 
Working with agents who treat you like their personal assistant.
 
This is what happens when you're begging for business.
 
Now flip it.
 
What if you were the one bringing value to the table? 
 
What if agents needed you as much or more than you needed them?
 
"I don't work with every agent." 
"I choose partners who value what I bring." 
"I'm looking for agents serious about growth."
 
This isn't arrogance. It's positioning.
 
When you generate your own leads and bring high-intent and pre-qualified buyers to agents, the entire dynamic changes.
 
Now you're cherry-picking partners you actually respect. 
 
Working with producers who send quality opportunities. 
 
Building relationships with professionals who understand boundaries.
 
The right agents want to maintain the relationship. 
 
The wrong ones filter themselves out.
 
Stop begging for scraps. Start choosing your partners.
 
That's the difference between being a traditional loan officer and building a business on your terms.
 
#mortgage #partnerships #rebeliQ

Forget "Apply Now."
It's killing your conversions.
 
Think about it:
Nobody wants to "apply" for anything.
Especially not a mortgage.
 
People want answers.
They want help.
They want clarity.
 
Here are CTAs that actually convert:
 
• "Check My Eligibility"
• "Calculate My Savings"
• "See My Rate Options"
• "Find My Best Program"
• "Get My Home Budget"
• "Compare My Loan Choices"
• "Estimate Monthly Payments"
• "Discover Down Payment Options"
• "Check If I Qualify"
• "Get My Free Rate Quote"
• "Find Out How Much I Can Afford"
• "See If I'm Ready to Buy"
 
Notice something?
 
Every one of these:
• Feels personal ("My")
• Promises value
• Reduces anxiety
• Starts a conversation
• Doesn't feel like commitment
 
The secret?
 
People aren't afraid of mortgages.
They're afraid of rejection.
They're afraid of wasting time.
They're afraid of making mistakes.
 
Your CTA should address these fears.
 
Give them a reason to click.
Not a reason to hesitate.
 
That's how you turn browsers into borrowers.

#mortgage #marketing #conversion #leads #rebeliQ

⚠️ Hard Truth:
 
The purely-referral loan officer is dying.
 
Market shifts? You're exposed.
Agent leaves? You're exposed.
Tech disruption? You're exposed.
 
Meanwhile, the hybrid LO is quietly dominating:
 • Generating their own business
 • Building referral partnerships
 • Controlling their destiny
 
They don't just survive market shifts.
They thrive through them.
 
Because they're not dependent on any single source.
They're not at the mercy of any single partner.
They're not betting their future on "relationship building."
 
The best part?
 
Agents want to partner with LOs who'll still be here tomorrow.
 
Be that LO.

#mortgage #mortgageindustry #growth #rebeliQ

The Great Sorting Has Begun:
 
Mortgage is splitting into two camps:
 
Those who depend on others for business.
And those who others depend on for business.
 
The first group is shrinking.
Squeezed by market shifts.
Crushed by tech disruption.
Exposed by every industry change.
 
The second group is growing.
Self-sufficient.
Partnership-worthy.
Future-proof.
 
It's not about choosing between referrals or direct business.
 
It's about becoming someone worth referring to.
 
#mortgage #mortgageindustry #rebeliQ

The 'partnership' facade in mortgage lending:
 
LOs earn $5,000 on a referral. 
 
Agents get a coffee meeting with vague promises about co-marketing and some open house flyers.
 
Both sides pretend this is normal. 
 
Both sides know it's not.
 
Real partnership means understanding exactly why your agent's competitors are winning more listings, knowing precisely where their market position is weakening, and having the tools to fix it.
 
The old referral model is just sophisticated begging dressed up as collaboration. 
 
Time to build something real.
 
#mortgage #mortgageindustry #realestate #rebeliQ

Most loan officers quit lead generation at month three with zero closings.
 
They're quitting six months too early.
 
Top of funnel purchase leads don't close in 90 days. 
 
They're not supposed to. 
 
Someone starting out their journey today probably isn't buying until spring.
 
But you're measuring success like they should close next week.
 
The purchase lead timeline reality:
 
Month 1: They're dreaming on Zillow
Month 3: Still fixing credit
Month 6: Actually getting pre-approved
Month 9: Finally closing
 
You quit at month 3 wondering why your phone isn't ringing with closings.
 
It's like planting apple trees and burning the orchard after 90 days because there's no fruit.
 
The LOs crushing it today survived 6-9 months of nothing. 
 
They kept nurturing leads everyone else abandoned. 
 
They trusted the timeline.
 
Now those "dead" leads from January are closing in September.
 
But with someone else, because you quit in March.

The desert is real. But so is the harvest for those who don't quit.
 
#mortgage #leadgeneration #rebeliQ

I've never closed a mortgage loan.
 
It's a fair question:
"Who are you to give mortgage advice?"
 
Here's what I've learned:
 
Sometimes being on the outside
Lets you see what those inside cannot.
 
Think about it:
 
While most LOs see:
 • Their local market
 • Their own deals
 • Their daily grind
 • Their personal results
 
I get to see:
 • Millions of homebuyers
 • Thousands of LOs
 • Multiple markets
 • Years of data
 
Working with Zillow and Bankrate taught me:
What actually converts at scale
What really drives engagement
What truly moves markets
What consistently works
 
But here's the interesting part:
 
 I'm not blinded by:
 • Industry assumptions
 • "That's how we do it"
 • Market limitations
 • Personal habits
 
Instead, I get to:
 • Test everything
 • Question anything
 • Challenge norms
 • Share results
 
This isn't about better or worse.
It's about different perspectives.
 
My job isn't to close loans.
My job is to help you close more.
 
And sometimes...
The best insights come from 
Looking at the industry differently.
 
#mortgage #marketing #growth #business #rebeliQ

No mortgage leads for you! 

If you don't have a solid plan, system, process, and tech to follow up, just don't even do it.

A lot of loan officers don't understand this. 
 
They get a lead, make one call, send one email, and when they don't hear back they assume the person isn't interested.
 
Then they complain that leads don't convert.
 
Here's the reality: most people need 7-12 touchpoints before they're ready to move forward. 
 
Your competition makes 2 and gives up.
 
That's your opportunity.
 
But here's what kills me - most follow-up is garbage. 
 
Generic check-ins that say nothing.
 
"Just wanted to see if you're ready to move forward yet." 
 
No value. No reason for them to respond.
 
Instead, send them market updates that affect their situation. 
 
Interest rate changes. New programs they might qualify for. Local market data for their area.
 
Give them a reason to keep your emails instead of deleting them.The person who wasn't ready three months ago might be ready now. 
 
The person who was just browsing might have gotten serious about buying.
 
But you'll never know if you stopped following up after the second attempt.
 
#mortgage #leadgeneration #rebeliQ

Nobody likes opening emails from banks.
Nobody reads corporate speak.
Nobody wants another rate sheet.
 
But they'll read emails from humans.
Here's why:
 
Your prospects aren't thinking about mortgages.
They're thinking about homes.
About futures.
About dreams.
 
So why are you writing like a bank?
 
Delete these from your emails:
 • "Dear Valued Customer"
 • "I hope this email finds you well"
 • "I wanted to reach out"
 • "Don't hesitate to contact me"
 • "Per our conversation"
 
Instead, write like you talk:
 "Hey [Name], quick question..."
 "I've been thinking about your situation..."
 "Here's what I discovered..."
 
Subject lines that actually work:
 • "quick update on your options"
 • "found something you should see"
 • "[Name], got a minute?"
 • "this might help with [specific pain point]"
 
The secret?
 
People don't read mortgage emails.
They scan them.
 
So give them:
 • Short paragraphs
 • Bullet points
 • White space
 • One clear action
 
But here's the real shift:
 
Make every email about THEM:
 • Their timeline
 • Their concerns
 • Their questions
 • Their goals
 
Not your rates.
Not your programs.
Not your awards.
 
Think conversation, not promotion.
Think helper, not seller.
Think human, not lender.
 
Watch your open rates soar.
 
#mortgage #marketing #email #business #rebeliQ

Loan officers often ask me: 

- What's it cost to run paid ads? 
- What's it cost per lead? 
- How about per funded loan? 
- How long does it take to see results?
- What's the difference between failure and success? 

Unfortunately, the honest answer is: it depends.

So I built something to help you model it out for free.

Play around with it. Link in the comments below. 👇 

DM me with questions or feedback.

#mortgage #mortgagemarketing #mortgageleads #rebeliQ

When you Google mortgage companies or loan officers, sometimes Mortgage Matchup appears in the results.
 
Not because they're spending big on targeted PPC campaigns.
 
But because their organic and broad match strategy puts them in position to intercept potential customers searching for YOU.
 
This isn't costing them much, but it's potentially costing you clients.
 
While their paid traffic is relatively low (<10K paid visitors monthly), they're still showing up when people look for specific lenders and loan officers.
 
The question is: 
 
Does this convert for them?
 
Looking at the data and the pages they take you to when you click, not effectively.
 
That's probably why they're reluctant to spend more.
 
But they're still getting visibility while competitors are missing opportunities they don't even know exist.
 
#mortgage #digitalmarketing #competitiveanalysis #rebeliQ

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The Battle

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