By: Dave Savage
March 3, 2026

Dan Keller
VP Sales at New American Funding

Dan Keller’s January and February home buyer classes were at maximum capacity – more attendance than any January or February since he started teaching them in 2012.

He didn’t change the program, find a new audience, or spend more on marketing. He mailed to the same apartment complexes and ran the same ads he’s been running for years. The demand is just there in a way it hasn’t been in over a decade.

That’s a market signal. Buyers are ready, and the question is whether you’re positioned to be in front of them when they raise their hand.

Dan Keller generated $80 million in personal volume last year while simultaneously leading a highly efficient branch that closed $280 million across 11 originators. Compressing your production timelines requires pulling four primary business levers: Labor, Capital, Code, and Media.

Lever 1: High-Yield Events

Commit to a minimum of two highly leveraged events per calendar month. Scale your market presence through:

• Realtor lunch-and-learn strategy roundtables.
• Approved clock-hour continuing education courses hosted directly inside real estate brokerages.
• Monthly first-time buyer educational courses.
• Quarterly past-client financial panel sessions featuring local CPAs, estate attorneys, and wealth managers.

Lever 2: The 20×20 Database Matrix

Dan manages a database of over 3,000 past clients by focusing exclusively on a core group of 400 highly engaged contacts. Every single Thursday, he executes his 20×20 framework: 20 distinct spreadsheet tabs pre-populated with 20 precise client profiles per tab. This structure keeps him highly focused on making one to two hours of systematic outbound calls to advocates who already trust him.

Levers 3 & 4: Code & Media Integration

Dan produces a sharp, 90-second market intelligence video update every single Friday. After publishing, he copies the native link and texts it directly to his top 30 real estate partners as a conversation starter.

Furthermore, he utilizes his MortgageCoach AI alerts as immediate daily outbound call triggers. When the system notifies him that a past client has re-opened a legacy TCA or asked the AI chatbot a question regarding discount fees or interest rate projections, he contacts them immediately.

Watch the full interview from last week’s sales meeting on the MortgageCoach YouTube Channel.