How Caleb and Evelyn Cook Settled $16M in a Month
Sam Panetta sits down with Caleb and Evelyn Cook from Loop Loans to unpack how the couple scaled their brokerage to settle approximately $16 million in a single month after just two years in the industry.
Two years into the industry, Caleb and Evelyn settled approximately $16 million in a single month. A niche most brokers avoid, actively managed video ads and fast follow-up got them there.
1) $16M in a month, two years in
Caleb and Evelyn scaled Loop Loans to settle approximately $16 million in a single month after just two years in the industry.
- Around $16M settled in one month.
- Two years in.
2) Niche down: debt consolidation
Their success is largely down to niching into debt consolidation, specifically for credit-impaired clients.
- Debt consolidation.
- Credit-impaired clients.
3) Own a space other brokers avoid
The focus let them refine their process, improve delivery and become experts in a space many other brokers avoid.
- Refine the process.
- Improve delivery.
- Become the expert.
4) Video ads drive lead flow
Video ads on social media are a significant driver of Loop Loans’ lead flow.
- Video ads on social.
- Paid ads at the centre of lead generation.
5) Ads aren’t set and forget
Caleb constantly monitors and tweaks the ads to keep performance up.
- Monitor constantly.
- Tweak to maintain performance.
6) Speed to lead
Getting leads is only half the job. Speed and persistence in contacting potential clients are critical.
- Call fast.
- Follow up persistently.
7) Helping, not selling
The couple sees their role as helping people navigate tough financial situations, not traditional sleazy sales.
- Help people through hard situations.
- Empathy over pressure.
8) Working together as a married couple
Their roles have evolved. Evelyn initially resisted making sales calls but now thrives on the connection with clients, while Caleb manages the ads and business strategy.
- Roles evolve over time.
- Evelyn leads the client connection.
- Caleb runs ads and strategy.
9) A team that buys into the vision
Building a team that buys into the company’s vision is central to how Loop Loans grows.
- Hire people who share the vision.
10) Make time for life outside the business
Caleb and Evelyn stress the need to carve out time for life beyond Loop Loans.
- Protect time outside work.
The biggest lesson from Caleb and Evelyn Cook
Own a niche other brokers avoid, actively manage your ads, follow up fast, and lead with empathy for people in tough financial situations.
