241: My Simple Blueprint to Build a Marketing Machine for Your Mortgage Business

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that building a mortgage business,
a successful one, is like playing

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a game.

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There's winners, there's losers,

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there's certain things you try.

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Some of us are playing checkers

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while others are playing chess.

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I've had the ability to coach and

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mentor hundreds of mortgage
brokers.

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I myself built a very nice
business.

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So now I want to distill all that
information, all the things I've

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learned from that and bring it
directly to you in a simple to

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understand way.

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I hope you enjoy.

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to the Mortgage Game Podcast.

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West Coast Wiley here.

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Wow, we got a different setup
today.

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This is going to be a little
longer podcast.

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Promise, I promise I'll make it
worth your while.

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But we have a different setup
here.

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And you're like, what do you mean,
Ryan?

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I'm super intrigued.

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Normally I do this in the morning.

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Normally I do it when I'm driving
to get my coffee.

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And I try to fit in when, like, so
I have to set time aside.

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Well, I do accountability groups
in the morning for two straight

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hours from 6 to 8 a.m.

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So the mornings are done and then

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kids off school and then I'm into
my day.

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So I piece, I kind of just fill in
the podcast wherever I can.

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So right now it is 7.05 p.m. I am
sitting in my driveway, in my

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truck.

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I've got my whiteboard beside me

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on my tablet.

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I've got a cup of tea.

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I sound very old, in, it's my
happy place.

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I come in here because I just, I'd
rather do, it's funny, I'd rather

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do the podcast here than with the
microphone in my office.

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I'm doing with the headset on and
this is just how I roll.

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For some reason, I don't know.

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Looking around, I see kids

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playing.

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The neighbors are waving at

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They're me.

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wondering what the heck I'm doing.

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They probably think me and my wife
are fighting.

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he's Oh, out in the truck again.

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Not the case.

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Okay.

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So there's so much going on.

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I'm going to get into, I'm just
going to give me five minutes here

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before we get into the main event.

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But there was, I shared this story

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in our accountability group this
morning.

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And I saw this the other day and I
thought it was so cool.

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And there was this challenge that
was given and they picked two

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people out and people who have
never sculpted anything before.

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You know, sculpt, you create with
clay and all that.

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And they said, hey, each of you
have a challenge.

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For the next 30 days, you need to
spend two hours a day.

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So 60 hours over the next 30 days
you need to spend two hours a day

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so 60 hours over the next 30 days
person number one you need to make

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one pot out of clay from scratch
and make it as as awesome as you

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can if you got one pot to make but
just like spend 60 hours making

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the next person their goal was to
make as many pots as you can the

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30 days okay just make as many as
you can so they compared notes at

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the end of 30 days of this
experiment and the person who was

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supposed to make as many as they
could the other person made this

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awesome pot a glorious pot person
who was supposed to make as many

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pots as they can i forget the
number of pots they made, but it

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was quite a lot.

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I think it was in the high 30s.

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27 of those pots were deemed
better quality, better

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craftsmanship than the one where
the person spent all their time

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on.

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So you're like, ah, cool story,

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Ryan.

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Well, the moral of the story is,

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are you a one-pot broker or are
you a many-pot broker?

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The person who did the many pots,
they're just, they're getting so

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many swings at the plate.

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Baseball reference.

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They're getting so much, so many
reps in.

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The person doing the one is trying
to be so perfect.

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They're trying to send the perfect
email, the perfect video, the

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perfect script, the perfect time
of day to reach out, the perfect

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time to set out your drip
campaign.

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The perfect reason to call
someone.

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The perfect thing to say when you
get someone on.

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Like, it's just, a lot of you
listening might be like that.

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So I ask you, are you the one pot
broker or the many pot broker?

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Man, I want to go on the other
one.

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The other guy, number two, or
girl.

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They're the ones I want to be
like, I'm just taking swings of

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the play.

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Nothing's perfect.

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And then you just get there
because you just do it so much.

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You move a lot faster, a lot
quicker, you learn.

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I thought that was a very cool
story.

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Shared in the group this morning.

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A lot of people liked it.

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So I wanted to share here.

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Okay.

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We've got so many things.

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I'm just very proud of, there's a

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movement happening on our end.

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We have some momentum going, some

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very, very, very good momentum
going.

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I've thrown everything I do into
Strategy Hub, right?

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I've been training for two years,
two plus years now.

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And this is the thing.

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And we've got a lot of momentum.

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I'm so proud of it between our
accountability groups in the

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morning, where we hang out with
you in a one-to-many group for two

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weeks straight on one specific
topic.

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We're in one right now where
people are, it's their second day

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of DMs.

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Their first day sending, the first

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day is creating videos and we help
them with that.

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Second day, they fire out 20 DMs.

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We have people working on

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applications in the first day,
book meetings.

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Some other people, their win is,
hey, I did not think I could do

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this and now I'm doing it.

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And I'm like, yeah, this is 20 of

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20,000, 20 of 2000.

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Like those DMS you sent out.

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There's so many people that want
to hear from you and realize it.

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So we give them strategies for
that.

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And it's so awesome.

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And then we have our pro size

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strategy hub, which is the a
hundred dollar a month, no

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commitment.

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You come in at sales and

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marketing, tons of resources in
there, live training with me every

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week.

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And people are gobbling that up.

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And they're like, this is so good.

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My brokerage doesn't have this.

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I'm like, yeah, I know.

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That's why we built it.

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There's really maybe one or two
brokerages that have anything kind

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of close to it, but there's
nothing that has it all.

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And then there's thousands of
brokerages that just don't.

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And they're like, hey, just go
find people, talk to people.

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And you're like, ah, how do we get
business?

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Well, that's what we show you.

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And then we have for the people

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that want to set themselves apart,
the elite people that want to

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change the conversation away from
rate, ways to get their foot in

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the door with clients, ways to
literally change the conversation

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away from rate and not talking
about, hey, I'll help you with

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your prepayment privileges and
I'll help you with your I'll

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penalties.

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make sure you go with a good And I

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talking lender.

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I'll about, help you hey, with

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your prepayment And privileges.

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I'll help you with your penalties.

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I'll make sure you go with a good
lender.

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And I'm always, no, no, no. You
change the game with some very

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advanced mortgage strategies.

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And then we build marketing plans

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around them.

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And email campaigns around them.

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And social media around them.

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And webinars around them.

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We show you how to execute it.

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And now you actually can puff your

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chest out of it and walk around
with confidence instead of

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imposter syndrome.

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Thinking, I am different.

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Oh, so excited.

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Plus, we have our cross Canada

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tour, starting with two cities,
Vancouver, Toronto, last week of

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May.

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And we haven't announced exactly

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what that looks like yet.

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We know if we haven't announced

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yet, we will be announcing on the
next probably seven to 10 days.

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We're finalizing speakers and
everything and sponsors.

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But that's going to be super
exciting.

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So we've got a lot going on.

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If you're like, hey, what do you

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do, Ryan?
Well, I do all that.

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That's what I do.

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Okay.

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And I'm not going anywhere.

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This is where I am.

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Canadian mortgage industry.

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And I'm here to stay, baby.

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Let's get in the training.

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Before we do that, this podcast is

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brought to you by, I think it's
cherry blossom tea, green tea.

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I'm not sure.

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Either way, I'm sure my grandma

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did drink it.

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I want to do, I get the unique

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perspective of being able to look
at a lot of mortgage brokers

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businesses.

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And I see certain people crushing

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it in certain areas.

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And then I coach on certain things

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there.

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And sometimes I help that person

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get there.

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And then sometimes I give them

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something and they just go make it
way better.

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And I'm like, this is awesome.

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And then I share that with you

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through here or in strategy hub or
through social, whatever it is, or

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through my emails and the
newsletter.

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And I'm all about just sharing all
this stuff because we all just get

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better together.

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But there's some times where

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there's just such a simple plan.

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And sometimes we're throwing so

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much at you from different angles
that you're like, oh, that sounds

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so good, but I don't have the
headspace to do it or how they

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find time to do that.

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So I'm going to break down a

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simple marketing plan for you.

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This is a marketing plan that can

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be done in probably three hours a
month plus 20 or 30 minutes a day.

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But when I lay it out for you,
this is the plan for your

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marketing business.

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You would not need any other plan.

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If I run up to you on the street
and I have a microphone on your

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face and I go, hey, Bob, you're a
mortgage broker, right?

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Yeah.

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What's your marketing plan?

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I'm going to share with you what
my answer would be after at the

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end of this podcast when I walk
through.

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But what's your marketing plan?
When I ask you, what is it?

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Half brokers don't know.

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They don't have a hot clue what's

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going on.

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They're trying things.

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They're all over.

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Well, I work my database, but what

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does that mean?
What do you do?

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Do you go in there with a sniper
rifle and you find opportunities

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to save them money?
And what are the strategies?

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I know there's a lot of brokers
that do that, but they're very

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advanced and they have big
databases.

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So what else do you do?
You just hang around, you send

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emails.

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What do you do in the emails?

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Is there strategy involved in
there?

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Or you just think, I'll just keep
emailing, wait for them to reach

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out.

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Are you asking them if they need

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00:08:26,765 --> 00:08:28,209
help?
No, 99% of brokers don't ask

253
00:08:28,209 --> 00:08:30,256
people if they need help.

254
00:08:30,256 --> 00:08:32,239
So your social media, okay, so you

255
00:08:32,239 --> 00:08:33,653
put the content out there.

256
00:08:33,653 --> 00:08:34,471
What are you doing?

257
00:08:34,471 --> 00:08:37,620
You're just hoping people are
going to reach out and you're not

258
00:08:37,620 --> 00:08:38,010
being proactive.

259
00:08:38,010 --> 00:08:39,275
You're putting the content, which

260
00:08:39,275 --> 00:08:40,836
is great, but how, see where I'm
going?

261
00:08:40,836 --> 00:08:43,649
There's lots of things people are
doing and trying, but I'm going to

262
00:08:43,649 --> 00:08:46,481
break this down for you, okay?
So the goal here is to get the, I

263
00:08:46,433 --> 00:08:48,568
did this training in strategy on
the elite side and it really,

264
00:08:48,568 --> 00:08:50,852
people messaged me after like,
wow, the way you broke that down.

265
00:08:50,752 --> 00:08:51,640
I did it on a whiteboard.

266
00:08:51,880 --> 00:08:53,222
So here you're not going to get

267
00:08:53,222 --> 00:08:58,786
the visual, but it just put a lot
of things in perspective for me.

268
00:08:58,786 --> 00:09:02,155
It allowed me to just clear my
desk and cut out a lot of the

269
00:09:02,155 --> 00:09:04,326
fluff and focus on what you talked
about.

270
00:09:04,326 --> 00:09:04,908
This will work.

271
00:09:04,908 --> 00:09:07,193
I know people who are crushing it,

272
00:09:07,193 --> 00:09:07,827
absolutely crushing it.

273
00:09:07,824 --> 00:09:09,050
Lots of people in each of the

274
00:09:09,050 --> 00:09:12,996
areas I'm going to show you, I'm
bringing it all together and

275
00:09:12,996 --> 00:09:13,975
simplifying it for you.

276
00:09:13,975 --> 00:09:16,055
That's why this is going to be a

277
00:09:16,055 --> 00:09:16,385
long one.

278
00:09:16,385 --> 00:09:17,928
We're already nine minutes in and

279
00:09:17,928 --> 00:09:21,770
I haven't even started this, but
it's well worth it.

280
00:09:21,870 --> 00:09:23,840
Okay, so stick around.

281
00:09:23,840 --> 00:09:25,407
Once again, this podcast is

282
00:09:25,407 --> 00:09:26,207
brought man, okay.

283
00:09:26,207 --> 00:09:27,930
That cup is not keeping that warm.

284
00:09:27,830 --> 00:09:29,343
I'm going to have to drink that
fast.

285
00:09:29,343 --> 00:09:32,057
So the goal with this marketing
plan is the quickest way to fill

286
00:09:32,057 --> 00:09:32,462
your lead pipeline.

287
00:09:32,462 --> 00:09:32,816
Okay.

288
00:09:32,816 --> 00:09:34,535
But you want to fill it, but now
how do we sustain that?

289
00:09:34,535 --> 00:09:37,476
And then how do we scale it if we
choose to?

290
00:09:37,476 --> 00:09:42,571
How do we make it like a faucet
where we can turn it on and off if

291
00:09:42,571 --> 00:09:44,033
we want, and it's very predictable
lead flow.

292
00:09:44,033 --> 00:09:45,349
This will do it.

293
00:09:45,349 --> 00:09:47,759
So there's two ways to get leads

294
00:09:47,759 --> 00:09:48,760
for the average mortgage broker.

295
00:09:48,760 --> 00:09:49,776
There's a lot of ways, but there's

296
00:09:49,776 --> 00:09:51,198
two ways we typically get it.

297
00:09:51,198 --> 00:09:53,213
One is from referral partners and

298
00:09:53,189 --> 00:09:54,634
one is from direct to consumer,
right?

299
00:09:54,634 --> 00:10:00,220
You're taking out the middle
person, the referral partner.

300
00:10:00,120 --> 00:10:03,613
And so the one way we do it with
referral partners, that's realtors

301
00:10:03,531 --> 00:10:04,848
typically, financial advisors,
accountants, you whatever know,

302
00:10:04,848 --> 00:10:06,689
you want to There's do.

303
00:10:06,689 --> 00:10:07,646
realtors, typically financial

304
00:10:07,646 --> 00:10:10,892
advisors, accountants, you know,
whatever you want to do.

305
00:10:10,892 --> 00:10:12,056
There's some drawbacks to that.

306
00:10:11,956 --> 00:10:12,554
There's personality fits.

307
00:10:12,554 --> 00:10:14,549
You have to sort through a lot of
shit, right?

308
00:10:14,549 --> 00:10:15,280
That's a big one.

309
00:10:15,280 --> 00:10:16,318
If you have objections on

310
00:10:16,318 --> 00:10:18,976
realtors, it's always like, yeah,
well, I had to talk to a lot of

311
00:10:18,976 --> 00:10:19,106
realtors.

312
00:10:19,106 --> 00:10:21,753
You got to find the good ones.

313
00:10:21,853 --> 00:10:23,150
There's a long sales cycle.

314
00:10:23,050 --> 00:10:24,923
You have to put a marketing plan

315
00:10:24,923 --> 00:10:29,165
together to then get a realtor to
notice you, then to talk to you,

316
00:10:29,165 --> 00:10:33,189
then to trust you, then to start
trying out sending leads your way.

317
00:10:33,189 --> 00:10:36,043
Like, it's a lot of steps to have
done.

318
00:10:36,043 --> 00:10:39,206
I'm not saying you don't do it
because I love that model.

319
00:10:39,206 --> 00:10:40,784
But it's not a quick model.

320
00:10:40,884 --> 00:10:44,240
And you should have a direct

321
00:10:44,163 --> 00:10:45,150
consumer model so that you don't
have to rely on anybody for your

322
00:10:45,173 --> 00:10:45,360
business.

323
00:10:45,196 --> 00:10:46,834
People who came through COVID, a

324
00:10:46,834 --> 00:10:47,720
lot of us did.

325
00:10:47,720 --> 00:10:48,994
Brokers, realtors, business drived

326
00:10:48,994 --> 00:10:49,603
up.

327
00:10:49,603 --> 00:10:51,600
So it was kind of like, oh shit,

328
00:10:51,600 --> 00:10:53,910
what do I do now?
Well, I'm not very good at

329
00:10:53,910 --> 00:10:55,278
marketing in my database.

330
00:10:55,255 --> 00:10:56,448
I'm not very good at social media

331
00:10:56,448 --> 00:10:58,040
and I have no marketing plan even
if I do those things.

332
00:10:58,040 --> 00:11:01,494
And my realtors aren't sending me
anything because they're not

333
00:11:01,494 --> 00:11:02,025
getting any business.

334
00:11:02,025 --> 00:11:02,822
Yeah.

335
00:11:02,822 --> 00:11:04,416
It's a common theme.

336
00:11:04,416 --> 00:11:06,984
So I'm going to lay out a direct

337
00:11:06,984 --> 00:11:09,729
to consumer model, something that
is foolproof, something that will

338
00:11:09,729 --> 00:11:11,589
work now and forever.

339
00:11:11,589 --> 00:11:13,871
And I'm going to dumb it down to

340
00:11:13,871 --> 00:11:16,374
exactly what you got to do at the
end of the day to make this

341
00:11:16,336 --> 00:11:16,536
happen.

342
00:11:16,497 --> 00:11:16,740
Okay.

343
00:11:17,340 --> 00:11:17,970
So there's two ways.

344
00:11:17,970 --> 00:11:20,338
There's two types of I'm

345
00:11:20,338 --> 00:11:20,711
consumers.

346
00:11:20,711 --> 00:11:22,761
going to call let's consumers,

347
00:11:22,761 --> 00:11:23,879
call them leads.

348
00:11:23,879 --> 00:11:27,140
It is, I'm just gonna say for you

349
00:11:27,220 --> 00:11:29,305
to go get leads from consumers.

350
00:11:29,305 --> 00:11:32,085
There's two ways you can go get

351
00:11:32,085 --> 00:11:33,320
cold leads or warm leads.

352
00:11:33,320 --> 00:11:34,760
Well, cold leads, I will never do.

353
00:11:34,760 --> 00:11:35,840
That's people, that's basically a
phone book.

354
00:11:35,840 --> 00:11:38,120
Just going through the phone book
and calling people, right?

355
00:11:38,120 --> 00:11:41,554
Reaching out on social and trying
to talk to people that have no

356
00:11:41,554 --> 00:11:42,269
clue who you are.

357
00:11:42,369 --> 00:11:42,985
That's cold.

358
00:11:42,985 --> 00:11:44,717
Not saying it doesn't work.

359
00:11:44,717 --> 00:11:45,734
It does.

360
00:11:45,734 --> 00:11:48,139
Not where I want to start.

361
00:11:48,039 --> 00:11:49,870
I want to exhaust my warm leads

362
00:11:49,870 --> 00:11:51,107
and then think about doing that.

363
00:11:51,107 --> 00:11:55,183
But I promise if you put this in

364
00:11:55,183 --> 00:11:58,162
place, you won't even have to get
to the cold leads.

365
00:11:58,162 --> 00:12:00,043
And really, no one's going to do
it.

366
00:12:00,043 --> 00:12:02,407
No one's going to cold call, cold
DM, cold text, cold email.

367
00:12:02,507 --> 00:12:03,729
We're Canadians.

368
00:12:03,629 --> 00:12:09,900
We don't have the kahunas to do

369
00:12:09,740 --> 00:12:09,790
it.

370
00:12:09,836 --> 00:12:10,056
We don't.

371
00:12:09,860 --> 00:12:15,181
The US, they're like, yeah, just
give me a phone book.

372
00:12:15,081 --> 00:12:16,092
Give me a phone book and a pot of
coffee.

373
00:12:16,092 --> 00:12:17,140
And I will make money.

374
00:12:17,140 --> 00:12:17,393
We're Canadian.

375
00:12:17,393 --> 00:12:17,882
We don't do that.

376
00:12:17,826 --> 00:12:19,082
So I'm going to share with you.

377
00:12:18,982 --> 00:12:19,363
We've got warm.

378
00:12:19,443 --> 00:12:20,463
Let's focus on warm leads.

379
00:12:20,463 --> 00:12:22,531
So these are people who know you.

380
00:12:22,531 --> 00:12:24,637
You're surrounded by warm leads

381
00:12:24,537 --> 00:12:26,697
and you don't even realize it.

382
00:12:26,697 --> 00:12:28,857
There are so many leads around you

383
00:12:28,857 --> 00:12:29,551
that are warm.

384
00:12:29,551 --> 00:12:33,400
They might know you a 1 out of 10,

385
00:12:33,300 --> 00:12:35,796
a 5 out of 10, a 9, a 10 out of
10.

386
00:12:35,796 --> 00:12:38,208
They know you a 1 out of 10.

387
00:12:38,208 --> 00:12:39,136
That's a warm lead.

388
00:12:39,136 --> 00:12:41,027
It's someone you have some
connection to them.

389
00:12:40,927 --> 00:12:42,455
So then the question is, where are
they?

390
00:12:42,455 --> 00:12:45,080
Where are these warm leads, Ryan?
Well, a couple of places.

391
00:12:45,180 --> 00:12:46,545
Number one, your email list.

392
00:12:46,545 --> 00:12:49,660
I don't have to, I'm not going to

393
00:12:49,560 --> 00:12:51,025
beat this drum.

394
00:12:51,025 --> 00:12:53,278
If you don't have an email list,

395
00:12:53,178 --> 00:12:53,927
you're crazy.

396
00:12:53,827 --> 00:12:56,015
Every day you should be looking

397
00:12:56,015 --> 00:12:56,583
for email addresses.

398
00:12:56,583 --> 00:12:58,325
But you've got an email list.

399
00:12:58,325 --> 00:12:59,289
You have an email list.

400
00:12:59,389 --> 00:13:01,243
I've talked about it many times.

401
00:13:01,143 --> 00:13:05,550
That's one place where there are
warm leads that kind of or really

402
00:13:05,550 --> 00:13:06,246
know you.

403
00:13:06,246 --> 00:13:07,578
Then you have Facebook friends.

404
00:13:07,578 --> 00:13:09,840
I had a girl in the accountability
group this morning.

405
00:13:10,440 --> 00:13:11,743
She has 3,200 friends.

406
00:13:11,743 --> 00:13:13,342
She's like, I didn't even realize,

407
00:13:13,342 --> 00:13:14,873
like, that's a lot of friends.

408
00:13:14,873 --> 00:13:17,202
I could do a lot of business there

409
00:13:17,202 --> 00:13:18,264
based on what we're doing here.

410
00:13:18,164 --> 00:13:19,200
And I'm like, yeah, I would not go

411
00:13:19,200 --> 00:13:19,570
anywhere else.

412
00:13:19,570 --> 00:13:21,126
You have 3,200 people you're

413
00:13:21,126 --> 00:13:22,480
connected with on Facebook that
have been consuming your content.

414
00:13:22,800 --> 00:13:24,244
Maybe, maybe not, maybe a lot.

415
00:13:24,244 --> 00:13:25,756
And your friends, if you're

416
00:13:25,756 --> 00:13:27,677
friends with them on Facebook,
that's real.

417
00:13:27,677 --> 00:13:28,969
You must be friends.

418
00:13:28,869 --> 00:13:31,510
You get what I'm saying?

419
00:13:31,610 --> 00:13:35,639
Someone made a conscious decision
to click a button to go add

420
00:13:35,639 --> 00:13:37,220
friend, except Instagram
followers, LinkedIn connections.

421
00:13:37,320 --> 00:13:38,604
So I was doing a coaching call.

422
00:13:38,704 --> 00:13:40,415
And in this coaching call, we ran

423
00:13:40,415 --> 00:13:41,054
through these scenarios.

424
00:13:41,054 --> 00:13:43,997
And he had 600, the guy who was

425
00:13:43,897 --> 00:13:45,640
coaching had 600 people on his
list.

426
00:13:45,640 --> 00:13:48,443
And then we said from Facebook,
Instagram, LinkedIn, we

427
00:13:48,443 --> 00:13:49,201
guesstimated 1200.

428
00:13:49,201 --> 00:13:51,492
So we took out some overlap and we

429
00:13:51,492 --> 00:13:53,618
said, there might be some overlap.

430
00:13:53,718 --> 00:13:55,349
Let's strip that down 400 and say

431
00:13:55,349 --> 00:13:58,707
you have 800 on social on those
three platforms.

432
00:13:58,607 --> 00:14:00,260
Plus the 600 on your list.

433
00:14:00,260 --> 00:14:00,964
That's 1400 warm leads.

434
00:14:00,964 --> 00:14:01,550
1400 warm leads.

435
00:14:01,546 --> 00:14:02,520
That's a lot of warm leads.

436
00:14:02,520 --> 00:14:04,097
So what are we going to do about
it?

437
00:14:04,097 --> 00:14:05,603
Right?
Everyone's so focused on, I need

438
00:14:05,603 --> 00:14:06,340
more followers.

439
00:14:06,440 --> 00:14:08,477
I need to get more friends.

440
00:14:08,477 --> 00:14:10,230
I need more connections on
LinkedIn.

441
00:14:10,230 --> 00:14:13,500
I remember back in the day, people
would just get connections on

442
00:14:14,320 --> 00:14:14,509
LinkedIn.

443
00:14:14,509 --> 00:14:16,206
I'm like, I did that.

444
00:14:16,206 --> 00:14:20,396
And I remember sitting there for
like days, for hours, like eight

445
00:14:20,396 --> 00:14:22,113
years ago, just clicking, add,
add, add, add, add.

446
00:14:22,113 --> 00:14:22,565
Nothing happened.

447
00:14:22,565 --> 00:14:23,107
I got spammed.

448
00:14:23,107 --> 00:14:23,288
Nothing happened.

449
00:14:23,288 --> 00:14:23,740
Email list.

450
00:14:23,840 --> 00:14:25,756
Here's people here.

451
00:14:25,656 --> 00:14:27,328
There's 1,400 warm leads.

452
00:14:27,328 --> 00:14:28,563
So let's carry on.

453
00:14:28,663 --> 00:14:30,663
What do we do with this?

454
00:14:30,563 --> 00:14:33,613
Well, this is where we start
building our marketing plan.

455
00:14:33,513 --> 00:14:33,740
Okay.

456
00:14:33,740 --> 00:14:35,799
You're gonna have to stay with me

457
00:14:35,799 --> 00:14:35,906
here.

458
00:14:35,906 --> 00:14:36,705
I'm gonna talk fast.

459
00:14:36,705 --> 00:14:39,740
You're gonna have to come back,
pause, listen, write down.

460
00:14:40,540 --> 00:14:43,128
I'm going to get you through this,
but just stick with me.

461
00:14:43,128 --> 00:14:43,252
Okay.

462
00:14:43,252 --> 00:14:44,607
One more tea drink.

463
00:14:44,607 --> 00:14:45,470
the end of that.

464
00:14:45,470 --> 00:14:45,655
Okay.

465
00:14:45,655 --> 00:14:49,034
So got two ways we've got emails
and we we're going to build so for

466
00:14:49,034 --> 00:14:57,674
email i'm going to walk you
through talked about before i'm

467
00:14:57,674 --> 00:15:02,975
going to give you a slim version
of it i saw a study i forget where

468
00:15:02,975 --> 00:15:05,476
i saw it, but it was 60%.

469
00:15:05,376 --> 00:15:07,270
If you have this optimal plan, you

470
00:15:07,254 --> 00:15:07,903
want to accomplish.

471
00:15:07,903 --> 00:15:09,193
And I want to do a hundred pushups

472
00:15:09,030 --> 00:15:09,435
a day.

473
00:15:09,405 --> 00:15:11,457
Studies show that if you did 60%

474
00:15:11,357 --> 00:15:15,258
of your optimal plan and you stuck
to that, you will win at whatever

475
00:15:15,158 --> 00:15:16,551
your end goal was.

476
00:15:16,451 --> 00:15:18,067
You will get there.

477
00:15:18,067 --> 00:15:23,530
Doesn't mean you even get to the
100, but it's like the 60 is good

478
00:15:23,630 --> 00:15:23,980
enough.

479
00:15:23,880 --> 00:15:27,860
So if I was going to send, and my

480
00:15:27,837 --> 00:15:29,773
optimal plan is one video email a
week.

481
00:15:29,773 --> 00:15:30,601
So 60% adds 2.4.

482
00:15:30,601 --> 00:15:32,572
We're just going to say two.

483
00:15:32,572 --> 00:15:35,598
So we're going to say one video
and then 15 days, another video to

484
00:15:35,598 --> 00:15:36,322
my list of 600.

485
00:15:36,322 --> 00:15:38,938
That's two videos in that month.

486
00:15:38,938 --> 00:15:39,476
Stick with me.

487
00:15:39,476 --> 00:15:39,946
Promise.

488
00:15:40,046 --> 00:15:41,358
This makes sense to me.

489
00:15:41,358 --> 00:15:48,493
So I'll try and it will make sense

490
00:15:48,493 --> 00:15:49,150
to you.

491
00:15:49,150 --> 00:15:50,403
I already ran through this

492
00:15:50,403 --> 00:15:51,756
training with some people.

493
00:15:51,756 --> 00:15:55,609
Now we go to the social side.

494
00:15:55,609 --> 00:15:57,022
There are two pieces to the social
side.

495
00:15:57,022 --> 00:15:57,851
You have content.

496
00:15:57,851 --> 00:15:58,680
We know what that is.

497
00:15:58,680 --> 00:16:01,891
You know, you putting stuff out
there on your profile and whatnot

498
00:16:01,891 --> 00:16:03,159
for people to see.

499
00:16:03,059 --> 00:16:05,103
Then you have DMs, the stuff that

500
00:16:05,103 --> 00:16:08,115
nobody sees except for the people
you're DMing, right?

501
00:16:08,115 --> 00:16:08,731
That's direct messages to people.

502
00:16:08,731 --> 00:16:12,494
So with the content, ideally you'd

503
00:16:12,494 --> 00:16:16,065
like two videos and maybe a static
post or two a week.

504
00:16:16,065 --> 00:16:18,132
I'm going to go like this.

505
00:16:18,132 --> 00:16:20,696
I'm going to say one video a week.

506
00:16:20,696 --> 00:16:20,933
Okay.

507
00:16:21,033 --> 00:16:23,229
Let's stick with that 50, 60% is

508
00:16:23,229 --> 00:16:24,655
good and we'll build your
business.

509
00:16:24,655 --> 00:16:25,526
A very nice one.

510
00:16:25,526 --> 00:16:28,071
So one video a week we're

511
00:16:28,071 --> 00:16:28,963
committing to.

512
00:16:28,863 --> 00:16:31,239
We're going to commit to two

513
00:16:31,239 --> 00:16:32,370
static posts.

514
00:16:32,370 --> 00:16:34,067
Those are the easy one.

515
00:16:34,067 --> 00:16:36,040
Like static posts are everywhere
and everywhere.

516
00:16:36,140 --> 00:16:40,040
In strategy, by the way, we give
you stack posts done for you on

517
00:16:40,040 --> 00:16:43,620
the elite side on all the
strategies, just saying, and in

518
00:16:43,620 --> 00:16:48,396
French, if you're in Quebec, we
have a whole French section but I

519
00:16:48,396 --> 00:16:51,112
digress let's get back to it
that's one video a week take out

520
00:16:51,112 --> 00:16:54,372
the static post because that's
just stuff that's so easy to have

521
00:16:54,372 --> 00:16:57,861
done your brokerage your network
someone gives you that I don't

522
00:16:57,761 --> 00:17:00,950
want you spending time on static
posts right that's not going to

523
00:17:00,950 --> 00:17:04,587
move the needle it's like one of
those things that's cool okay

524
00:17:04,587 --> 00:17:06,992
looks good looks but it doesn't
move the needle doesn't keep

525
00:17:06,992 --> 00:17:07,795
people people's attention.

526
00:17:07,795 --> 00:17:10,073
Like if that's the main stuff

527
00:17:10,073 --> 00:17:12,650
you're doing, then you're in
trouble long-term.

528
00:17:12,650 --> 00:17:14,694
Content is the world.

529
00:17:14,694 --> 00:17:16,116
Attention is the currency.

530
00:17:16,116 --> 00:17:17,336
That's the currency for everyone.

531
00:17:17,336 --> 00:17:17,973
you get it?

532
00:17:17,874 --> 00:17:18,351
Create content.

533
00:17:18,351 --> 00:17:19,904
Not posts that AI can make for you

534
00:17:19,904 --> 00:17:20,441
in 30 seconds.

535
00:17:20,441 --> 00:17:22,857
Video of you and your voice

536
00:17:22,957 --> 00:17:25,806
talking to people about something
you really want to talk about that

537
00:17:25,806 --> 00:17:28,909
you think is valuable and showing
you're an expert in building

538
00:17:28,809 --> 00:17:29,178
trust.

539
00:17:29,178 --> 00:17:29,547
Okay.

540
00:17:29,547 --> 00:17:30,285
So content's king.

541
00:17:30,285 --> 00:17:31,951
So stay with me here.

542
00:17:31,951 --> 00:17:33,606
One video per week for content.

543
00:17:33,606 --> 00:17:36,125
So that's four videos a month.

544
00:17:36,025 --> 00:17:38,236
So under email drip campaign, we
have two videos a month.

545
00:17:38,236 --> 00:17:39,805
Then for content, we have four
videos a month.

546
00:17:39,905 --> 00:17:41,501
Then we move to DMs.

547
00:17:41,501 --> 00:17:43,900
So in DMs, we're doing this in our

548
00:17:43,900 --> 00:17:45,370
accountability group, and it's
working.

549
00:17:45,370 --> 00:17:46,648
Day one, people were getting
applications.

550
00:17:46,648 --> 00:17:48,380
Day freaking one, 20 minutes, 30
minutes should be a minimum.

551
00:17:48,380 --> 00:17:50,845
You need to prospect somewhere in
your business every day.

552
00:17:50,845 --> 00:17:54,702
So I'm just going to say 20 30
minutes minutes, should be a You

553
00:17:54,702 --> 00:17:55,160
need minimum.

554
00:17:55,160 --> 00:17:56,907
to prospect somewhere in your

555
00:17:56,907 --> 00:17:58,654
business every So I'm just day.

556
00:17:58,654 --> 00:18:00,051
going to say 20 minutes.

557
00:18:00,051 --> 00:18:03,170
Our people are prospecting in 10
to 15, and they're reaching out to

558
00:18:03,170 --> 00:18:05,343
20 people a day with a recorded
video.

559
00:18:05,443 --> 00:18:08,202
What's on the recorded video?
A lot of different things, stuff

560
00:18:08,202 --> 00:18:08,660
that works.

561
00:18:08,660 --> 00:18:12,769
So I'm going to say even you

562
00:18:12,769 --> 00:18:20,836
reaching out to 10 people a day
with a recorded video would

563
00:18:20,836 --> 00:18:24,312
literally take you six, seven
minutes, plus some follow-up back

564
00:18:24,312 --> 00:18:27,891
and forth with people from the
previous day or that day, another

565
00:18:27,891 --> 00:18:28,596
five, 10 minutes.

566
00:18:28,596 --> 00:18:30,387
You're all in for 20 minutes a

567
00:18:30,386 --> 00:18:30,603
day.

568
00:18:30,603 --> 00:18:32,561
Okay. 20 minutes a day on DMs.

569
00:18:32,561 --> 00:18:35,012
Now you are going to use videos in
there.

570
00:18:35,112 --> 00:18:37,223
You're going to use videos
showcasing some ideas and things

571
00:18:37,223 --> 00:18:39,968
and asking if they need help and
adding value, value, value, ask,

572
00:18:39,968 --> 00:18:41,235
value, value, value, ask.

573
00:18:41,235 --> 00:18:42,317
Everybody, left, right, left,

574
00:18:42,417 --> 00:18:43,091
right, left.

575
00:18:43,091 --> 00:18:44,405
Value, value, value, ask.

576
00:18:44,405 --> 00:18:45,720
That's how it goes.

577
00:18:46,540 --> 00:18:48,457
So in the DM side, you're reaching

578
00:18:48,557 --> 00:18:51,925
out to people who aren't expecting
it and you're sending videos.

579
00:18:51,925 --> 00:19:00,053
So let me recap Emails, two a you
really have an example yeah it was

580
00:19:00,053 --> 00:19:04,478
1200 800 might be crossover so you
have 800 let's call a thousand you

581
00:19:04,478 --> 00:19:05,430
have a thousand followers between
three platforms four videos and

582
00:19:05,396 --> 00:19:05,935
then dms you manually sending out
a recorded video now here's where

583
00:19:05,810 --> 00:19:06,126
it gets really interesting.

584
00:19:06,000 --> 00:19:06,166
This is where it gets super

585
00:19:06,132 --> 00:19:06,182
interesting.

586
00:19:06,157 --> 00:19:07,852
You only need four videos to do

587
00:19:07,852 --> 00:19:08,771
all this every month.

588
00:19:08,771 --> 00:19:11,301
The four video topics you create,

589
00:19:11,301 --> 00:19:13,726
you get to use those as your
content.

590
00:19:13,726 --> 00:19:17,720
Then you get to peel out two of
those and build it into your drip

591
00:19:17,720 --> 00:19:18,060
campaign.

592
00:19:18,060 --> 00:19:18,876
Video, 15 days, video.

593
00:19:18,876 --> 00:19:22,883
And then you get to use that video
to drop it as a value add video

594
00:19:22,983 --> 00:19:23,760
into your DMs.

595
00:19:23,820 --> 00:19:25,644
And so if your video is something

596
00:19:25,637 --> 00:19:27,943
complex, like, hey, I specialize
in cash jamming, I'm going to show

597
00:19:28,043 --> 00:19:30,805
you how to turn a principal
residence with a basement suite,

598
00:19:30,705 --> 00:19:32,975
which makes your mortgage tax
deductible and pays off your

599
00:19:32,975 --> 00:19:35,834
mortgage in four, five years
faster by doing that.

600
00:19:35,834 --> 00:19:37,082
This is my topic.

601
00:19:37,082 --> 00:19:38,331
That's your video for social.

602
00:19:38,331 --> 00:19:39,783
That's your video for your email.

603
00:19:39,783 --> 00:19:43,385
And that's your video for your DM.

604
00:19:43,385 --> 00:19:47,062
So you throw that in your DM.

605
00:19:46,962 --> 00:19:52,106
And before you put the video in,

606
00:19:52,106 --> 00:19:53,968
it's you write in, hi, Tom, drop
the video.

607
00:19:53,968 --> 00:19:55,491
Any interest in looking further
into this?

608
00:19:55,491 --> 00:19:57,340
After that, you type that in.

609
00:19:57,840 --> 00:20:02,745
Now you've just personalized that

610
00:20:02,645 --> 00:20:13,441
video that you already used on
your content and you also used in

611
00:20:13,441 --> 00:20:13,822
your email.

612
00:20:13,822 --> 00:20:15,237
And that same video, which it

613
00:20:15,237 --> 00:20:16,380
could also be a simpler version.

614
00:20:16,380 --> 00:20:19,496
Doesn't that be cash jamming?

615
00:20:19,496 --> 00:20:22,858
I only talk with that because we
coach on that.

616
00:20:22,858 --> 00:20:25,105
It could be refinancing, debt
consolidation, first-time

617
00:20:25,105 --> 00:20:27,129
homebuyer, whatever it is.

618
00:20:27,029 --> 00:20:28,792
The structure for your email is

619
00:20:28,892 --> 00:20:30,636
you set it up.

620
00:20:30,636 --> 00:20:31,999
It's a drip campaign, right?

621
00:20:31,999 --> 00:20:36,556
So people, whoever comes into your
world six months from now is going

622
00:20:36,556 --> 00:20:38,639
to go to email one.

623
00:20:38,539 --> 00:20:40,333
You drop them in, and they start

624
00:20:40,333 --> 00:20:40,832
sliding through.

625
00:20:40,832 --> 00:20:43,570
And all of a sudden, you have all

626
00:20:43,470 --> 00:20:45,466
these different people going
through your drip campaign at

627
00:20:45,466 --> 00:20:47,176
different times of the day.

628
00:20:47,176 --> 00:20:49,371
Video number one is the example I

629
00:20:49,371 --> 00:20:54,367
just gave you, or it could be the
first time home buyer.

630
00:20:54,367 --> 00:20:55,916
And so you set first name.

631
00:20:55,816 --> 00:20:56,885
up, hi, I Nothing touches it.

632
00:20:56,885 --> 00:20:58,528
Definitely nothing in the mortgage
industry in Canada.

633
00:20:58,528 --> 00:20:59,700
Not even close.

634
00:20:59,700 --> 00:21:00,749
My favorite tool.

635
00:21:00,749 --> 00:21:03,032
I made a lot of money off that
tool.

636
00:21:03,032 --> 00:21:07,248
Hi, first name, enter video, recap
of three points with the videos

637
00:21:07,148 --> 00:21:08,453
about text below.

638
00:21:08,453 --> 00:21:11,760
So people can read to see if they

639
00:21:12,240 --> 00:21:13,740
want to watch the video.

640
00:21:13,740 --> 00:21:15,383
And then a big red button that

641
00:21:15,383 --> 00:21:18,784
says whatever your call to action
is, learn more, book 15 minute

642
00:21:18,784 --> 00:21:20,262
call, make my mortgage tax
deductible.

643
00:21:20,262 --> 00:21:22,518
I don't want to make mistakes.

644
00:21:22,518 --> 00:21:26,509
I'm a first time home buyer,

645
00:21:26,509 --> 00:21:27,009
whatever it is.

646
00:21:26,909 --> 00:21:28,401
And they click that and it goes to

647
00:21:28,401 --> 00:21:28,856
your calendar.

648
00:21:28,801 --> 00:21:29,274
That's your video.

649
00:21:29,274 --> 00:21:32,452
So if you see where I'm going
here, you have four videos you

650
00:21:32,452 --> 00:21:32,553
make.

651
00:21:32,553 --> 00:21:33,513
Now here's the most important

652
00:21:33,613 --> 00:21:34,574
piece of the puzzle.

653
00:21:34,574 --> 00:21:36,457
You need a content day.

654
00:21:36,457 --> 00:21:42,268
If you do not have a content day
and you are a mortgage broker in

655
00:21:42,368 --> 00:21:45,566
2024, you are setting yourself up
for failure.

656
00:21:45,566 --> 00:21:50,340
I am giving you a model that if
you built four videos, 60 to 90

657
00:21:50,660 --> 00:21:52,375
second videos of you showing
people something, showing them a

658
00:21:52,375 --> 00:21:53,620
graph and talking about it, green
screening it, recording your

659
00:21:53,587 --> 00:21:55,257
screen, showing them a calculator,
adding some sort of value instead

660
00:21:55,257 --> 00:21:56,388
of you just rifling off words to
people.

661
00:21:56,388 --> 00:21:57,967
And you show them something.

662
00:21:57,967 --> 00:21:59,266
Show, don't tell.

663
00:21:59,266 --> 00:22:00,975
Please bring a visual of the
party.

664
00:22:00,975 --> 00:22:03,586
If you can do that four times a
month, you build a marketing

665
00:22:03,586 --> 00:22:06,740
machine because you get to
leverage the hell out of that,

666
00:22:06,736 --> 00:22:06,740
those videos.

667
00:22:06,830 --> 00:22:20,013
And now you build the emails the

668
00:22:20,013 --> 00:22:20,221
same day.

669
00:22:20,221 --> 00:22:22,140
You schedule the content going out

670
00:22:22,140 --> 00:22:25,947
across Facebook, want TikTok,
YouTube, up to you, but you could

671
00:22:25,947 --> 00:22:29,396
just stay with those three,
Facebook, Instagram, LinkedIn,

672
00:22:29,496 --> 00:22:30,871
schedule them going out.

673
00:22:30,871 --> 00:22:32,839
You could schedule your static

674
00:22:32,839 --> 00:22:35,798
posts that you have if you want,
which you could get literally an

675
00:22:35,798 --> 00:22:38,744
AI service or there's those are, I
don't even want to talk about

676
00:22:38,744 --> 00:22:39,360
static posts.

677
00:22:39,360 --> 00:22:41,454
Those are the easy ones.

678
00:22:41,354 --> 00:22:41,923
Schedule that.

679
00:22:41,923 --> 00:22:44,582
And then your DMs, you're just

680
00:22:44,682 --> 00:22:48,300
going to use those videos when
you're doing your daily

681
00:22:48,300 --> 00:22:49,750
non-negotiable lead gen,
prospecting, the boring stuff.

682
00:22:49,850 --> 00:22:52,856
You're going to be dropping those
videos then you're done so if you

683
00:22:52,856 --> 00:22:57,336
don't have three hours set aside
to go build those four videos

684
00:22:57,336 --> 00:23:01,407
there's your problem that's why
you're scrambling that's why

685
00:23:01,407 --> 00:23:05,918
you're like my social's a mess i
don't know when to do it i don't

686
00:23:05,918 --> 00:23:10,342
know do a content day my email
marketing's a mess i know i should

687
00:23:10,243 --> 00:23:13,771
make money i know i reach out to
my database.

688
00:23:13,771 --> 00:23:15,614
I have to do this.

689
00:23:15,614 --> 00:23:16,584
So schedule content.

690
00:23:16,584 --> 00:23:20,560
So we need to really change the
way we think here.

691
00:23:20,560 --> 00:23:22,504
The It's already almost there,
right?

692
00:23:22,504 --> 00:23:25,380
The shaking hands, kissing babies,
work in the room.

693
00:23:25,280 --> 00:23:27,155
you can do that.

694
00:23:27,155 --> 00:23:28,365
Sure, That's great.

695
00:23:28,265 --> 00:23:32,014
Or you can work from home in a
quarter of the time spent and

696
00:23:32,014 --> 00:23:34,740
build a brand that's going to live
forever.

697
00:23:34,627 --> 00:23:36,026
And you can still build
relationships.

698
00:23:36,026 --> 00:23:39,602
You can peel off referral partners
and center of influence and all

699
00:23:39,602 --> 00:23:43,676
those people and meet them belly
to belly, if you like.

700
00:23:43,676 --> 00:23:48,810
I'm not saying you have to, you
can't, you just need to be virtual

701
00:23:48,810 --> 00:23:49,121
marketer.

702
00:23:49,121 --> 00:23:52,328
But to get this going, I just

703
00:23:52,328 --> 00:24:01,098
showed you if you schedule a
content day once a month and you

704
00:24:01,098 --> 00:24:03,804
understand that's literally the
most important piece in your

705
00:24:03,804 --> 00:24:04,876
mortgage business.

706
00:24:04,776 --> 00:24:06,708
And you crush that out, your

707
00:24:06,708 --> 00:24:08,162
marketing is done for the month.

708
00:24:08,162 --> 00:24:09,252
Then you're just on maintenance,

709
00:24:09,252 --> 00:24:11,433
having conversations with people
in DMs, answering people's

710
00:24:11,433 --> 00:24:12,700
comments, liking their stuff.

711
00:24:12,760 --> 00:24:13,236
Like you're on maintenance stuff,

712
00:24:13,236 --> 00:24:16,531
easy stuff, answering emails when
they come back because your emails

713
00:24:16,531 --> 00:24:17,189
are going out.

714
00:24:17,161 --> 00:24:18,237
The emails you forgot about that

715
00:24:18,237 --> 00:24:23,813
you made four months ago are going
out on a Tuesday and another

716
00:24:23,713 --> 00:24:25,207
client on Wednesday, another one
on Thursday.

717
00:24:25,207 --> 00:24:28,610
All of a sudden you have emails
going out every day of the week

718
00:24:28,610 --> 00:24:30,777
and you're just answering stuff
and booking calls.

719
00:24:30,777 --> 00:24:33,525
And it all comes from your content
day.

720
00:24:33,525 --> 00:24:36,767
Like I can't stress enough how
important it is.

721
00:24:36,767 --> 00:24:37,998
I've been teaching on all these
things.

722
00:24:37,998 --> 00:24:39,695
I've never brought them together
like this until I had a coaching

723
00:24:39,695 --> 00:24:40,571
session yesterday.

724
00:24:40,571 --> 00:24:41,720
And I was like, oh my God.

725
00:24:41,720 --> 00:24:42,902
So in four videos a month.

726
00:24:42,902 --> 00:24:44,145
And now what I talked about

727
00:24:44,145 --> 00:24:45,202
earlier with the faucet.

728
00:24:45,203 --> 00:24:54,920
do anything else, I don't go

729
00:24:54,768 --> 00:24:54,890
create a webinar.

730
00:24:54,864 --> 00:25:02,366
If you do create a webinar,

731
00:25:02,366 --> 00:25:02,609
phenomenal.

732
00:25:02,709 --> 00:25:03,501
Love, freaking love webinars.

733
00:25:03,601 --> 00:25:14,101
But I would not go do that if I do
not have an email marketing

734
00:25:14,001 --> 00:25:14,643
machine built, a drip campaign.

735
00:25:14,590 --> 00:25:15,730
I would not do it if I don't have

736
00:25:15,730 --> 00:25:17,154
content going out consistently
with value, value, value, ask,

737
00:25:17,054 --> 00:25:17,585
value, value, value, ask.

738
00:25:17,569 --> 00:25:19,451
I would not do that if I'm not

739
00:25:19,451 --> 00:25:21,044
doing my daily non-negotiable
prospecting through DMs, dropping

740
00:25:21,044 --> 00:25:22,843
videos in value, value, value,
ask, value, value, value, ask.

741
00:25:22,843 --> 00:25:25,000
I would not be doing the webinar.

742
00:25:24,900 --> 00:25:26,426
Imagine if you had a webinar and

743
00:25:26,426 --> 00:25:29,609
then you had your email list warm,
your content going out, and your

744
00:25:29,609 --> 00:25:30,318
DMs warm.

745
00:25:30,318 --> 00:25:31,864
You'd get 10x, 20x people to your

746
00:25:31,864 --> 00:25:32,058
webinar.

747
00:25:32,058 --> 00:25:33,862
what I'm talking about.

748
00:25:33,862 --> 00:25:35,800
I'm hoping there's like a...

749
00:25:35,800 --> 00:25:39,000
I'm basically telling you, make a

750
00:25:39,100 --> 00:25:39,800
content day.

751
00:25:39,800 --> 00:25:43,531
You need to come up with your four

752
00:25:43,531 --> 00:25:43,791
topics.

753
00:25:43,791 --> 00:25:47,457
I'm not going to get into the four

754
00:25:47,357 --> 00:25:51,264
topics and where you come from.

755
00:25:51,164 --> 00:25:54,167
So many people are doing so much

756
00:25:54,067 --> 00:25:55,097
content out there.

757
00:25:55,097 --> 00:25:56,832
You're going to have to pick stuff

758
00:25:56,832 --> 00:25:58,242
that you feel confident in.

759
00:25:58,242 --> 00:25:59,588
But it's stuff that you're showing

760
00:25:59,588 --> 00:25:59,899
people.

761
00:25:59,899 --> 00:26:00,728
I've done podcasts on this.

762
00:26:00,728 --> 00:26:02,052
You have to show people things.

763
00:26:02,152 --> 00:26:03,818
Talking is great once in a while.

764
00:26:03,818 --> 00:26:05,829
But man, think about any time
someone tells you a story and

765
00:26:05,829 --> 00:26:08,386
they're drawing a picture or
they're talking about a numbers

766
00:26:08,286 --> 00:26:09,846
and they have something to focus
on.

767
00:26:09,846 --> 00:26:14,216
It takes a lot of pressure off you
being good on camera, having a

768
00:26:14,216 --> 00:26:16,655
background, because now your
background is the budget or

769
00:26:16,655 --> 00:26:18,968
whatever you screenshotted to make
the green screen or whatever

770
00:26:18,968 --> 00:26:22,337
numbers you typed up on a Google
Doc and then you put on the

771
00:26:22,337 --> 00:26:24,979
screen, go look at my content,
you'll see what I do.

772
00:26:24,979 --> 00:26:29,315
I do all that.

773
00:26:29,415 --> 00:26:32,460
And now you don't have to, it

774
00:26:32,540 --> 00:26:35,380
doesn't matter like what's in the
background, what your lighting's

775
00:26:35,380 --> 00:26:37,348
like, that all goes out the
window.

776
00:26:37,348 --> 00:26:40,911
You don't have to edit it fancy
with these ins and outs and sounds

777
00:26:40,811 --> 00:26:43,385
coming in and pulling in Taylor
Swift pictures and making it all

778
00:26:43,385 --> 00:26:43,687
fancy.

779
00:26:43,687 --> 00:26:47,485
You don't have to do any of that.

780
00:26:47,485 --> 00:26:50,630
You don't have to bring pop
culture into it to get eye.

781
00:26:50,630 --> 00:26:52,803
You don't have to do that.

782
00:26:52,803 --> 00:26:55,105
You can just show people.

783
00:26:55,105 --> 00:26:58,568
And by you telling stories, by
showing them numbers without

784
00:26:58,468 --> 00:27:00,966
getting too much in how the
sausage is made, people will start

785
00:27:00,966 --> 00:27:03,824
reaching out to you, especially
when you bring in your ask videos

786
00:27:03,824 --> 00:27:07,949
after, because you've earned the
right to ask because you've given

787
00:27:07,849 --> 00:27:08,591
so much value.

788
00:27:08,591 --> 00:27:09,400
So you.

789
00:27:11,712 --> 00:27:15,857
This is, there's layers to this
but your takeaway from this would

790
00:27:15,857 --> 00:27:19,604
be i need a content day and it's
actually i need to leverage the

791
00:27:19,552 --> 00:27:21,840
stuff i'm doing so if i can come
up with four videos a month um and

792
00:27:21,791 --> 00:27:24,880
then sit there and build them into
my emails and everything like

793
00:27:25,400 --> 00:27:27,500
that's your marketing plan in a
box this will there's no way this

794
00:27:27,680 --> 00:27:28,148
does not work.

795
00:27:28,140 --> 00:27:30,143
I know people crushing it in each

796
00:27:30,143 --> 00:27:30,812
of those three categories.

797
00:27:30,787 --> 00:27:33,915
I don't know anyone crushing it in

798
00:27:33,915 --> 00:27:36,243
all, because I don't think
anyone's actually sat back.

799
00:27:36,243 --> 00:27:37,205
There's probably people doing it.

800
00:27:37,205 --> 00:27:37,904
I just don't know.

801
00:27:37,904 --> 00:27:40,902
Sat back and went, ah, every time,
even big dogs who are on social,

802
00:27:40,902 --> 00:27:42,084
they're like, yeah, my email game
sucks.

803
00:27:42,084 --> 00:27:46,560
I'm like, oh oh but they're so
focused on getting more new people

804
00:27:46,700 --> 00:27:49,784
they forgot about their database
with 3 000 people i'm like oh my

805
00:27:49,784 --> 00:27:52,608
god i can't i can't even you have
so many opportunities there right

806
00:27:52,608 --> 00:27:54,889
now we go back to the faucet now
before i do the webinars or

807
00:27:54,989 --> 00:27:58,929
anything else anything marketing
go, what if I just went from two

808
00:27:58,929 --> 00:28:01,710
emails a month to three emails a
month to my database?

809
00:28:01,710 --> 00:28:05,874
And what if I went to one video a
week to one video every four days?

810
00:28:05,874 --> 00:28:09,811
And what if I went to, say, 20
minutes of DMs where I'm DMing 10

811
00:28:09,811 --> 00:28:11,520
people?
Maybe I DM 15 people.

812
00:28:11,520 --> 00:28:14,340
Then you get to crank it up and
you get to control the lead flow

813
00:28:15,700 --> 00:28:17,609
and how many leads come in because
you have these foundational pieces

814
00:28:17,609 --> 00:28:20,240
built in your business that you
can literally turn off and on, but

815
00:28:21,220 --> 00:28:23,872
you can't do it without what?
Everybody scream at me.

816
00:28:23,872 --> 00:28:26,130
Sound like a I'm not going to say
it again.

817
00:28:26,230 --> 00:28:26,913
Okay, that's it.

818
00:28:26,913 --> 00:28:27,853
It's a half hour.

819
00:28:27,953 --> 00:28:29,523
podcast, It might be the longest
one yet.

820
00:28:29,523 --> 00:28:30,510
I'm not sure.

821
00:28:30,410 --> 00:28:32,173
I'm very passionate about this as

822
00:28:32,173 --> 00:28:40,550
you can tell, stuff, because I see
a lot of mortgage for lack of

823
00:28:40,550 --> 00:28:44,812
better brokers, words, And our
business is way easier than you

824
00:28:44,812 --> 00:28:45,273
think.

825
00:28:45,273 --> 00:28:47,154
Way easier than you think.

826
00:28:47,154 --> 00:28:50,138
And You know what?
It's because you're not focusing

827
00:28:50,138 --> 00:28:52,507
enough time and energy on figuring
out the marketing side.

828
00:28:52,507 --> 00:28:57,575
And I said and it's the last thing
I'll this, and then I'm going to

829
00:28:57,575 --> 00:29:02,313
end this say, podcast said this
today in our accountability group.

830
00:29:02,313 --> 00:29:05,710
I know a lot of shitty mortgage
brokers.

831
00:29:05,710 --> 00:29:09,721
They're better than the bank, like
the peons at the bank, but they're

832
00:29:09,721 --> 00:29:13,610
just not very good brokers that
are making over half a million

833
00:29:13,603 --> 00:29:14,374
dollars a year.

834
00:29:14,374 --> 00:29:14,717
Why?

835
00:29:14,717 --> 00:29:16,153
Because they're very good at
marketing, right?

836
00:29:16,132 --> 00:29:18,996
I know a lot of really good
mortgage brokers, like good.

837
00:29:18,896 --> 00:29:23,196
They know the ins and outs and
answer the questions in the

838
00:29:23,193 --> 00:29:23,369
Facebook groups.

839
00:29:23,369 --> 00:29:25,326
They know all the little ninja

840
00:29:25,326 --> 00:29:28,561
tricks and all that, and they're
making $150,000 because they suck

841
00:29:28,561 --> 00:29:29,243
at marketing.

842
00:29:29,243 --> 00:29:31,425
I'd rather be a good marketer any

843
00:29:31,425 --> 00:29:32,175
day of the week.

844
00:29:32,175 --> 00:29:33,735
The best marketer always wins, and

845
00:29:33,735 --> 00:29:37,715
you will catch up on your mortgage
broker skills because you'll have

846
00:29:37,715 --> 00:29:39,443
more files to work on.

847
00:29:39,443 --> 00:29:40,892
So you'll eventually get there.

848
00:29:40,892 --> 00:29:46,414
But you could be a six or seven
out of 10 mortgage broker and have

849
00:29:46,414 --> 00:29:48,011
a very good life.

850
00:29:48,011 --> 00:29:48,862
Very good life, right?

851
00:29:48,862 --> 00:29:50,820
You just have to change your
focus.

852
00:29:50,820 --> 00:29:51,756
So there you go.

853
00:29:51,756 --> 00:29:53,714
I wanted to point that out.

854
00:29:53,714 --> 00:29:55,746
Hopefully got some value from
that.

855
00:29:55,746 --> 00:29:59,495
Hopefully I'm going to see you in
either Vancouver or Toronto.

856
00:29:59,495 --> 00:30:03,448
And hopefully we are going to
announce more cities after that a

857
00:30:03,448 --> 00:30:07,020
cross-country tour uh hopefully
i'm going to see you in person i

858
00:30:07,020 --> 00:30:09,667
would love that um until then
hopefully see you on the inside

859
00:30:09,667 --> 00:30:10,227
peace out