242: Content is More Important Than Relationships

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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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right, welcome to the Mortgage
Game Podcast.

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West Coast Wiley in the house.

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Oh So I hold strong opinions

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You've heard that phrase I do good
common sense, man.

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loosely.

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before.

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good argument.

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I can be swayed to something else,

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right?
I don't have this all figured out,

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but there's certain things where
I'm like, nope, can't change my

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mind on that one.

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You can try, but it's not

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happening.

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I already know that.

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I already know there's certain
things.

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I'm like, nope, I don't believe
that.

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It's not part of my belief system.

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This is one of more important in

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your business, relationships or
content?

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What will allow you to have a
thriving mortgage business?

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You build awesome relationships or
awesome content.

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I'm here to tell you content,
content, content, content,

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content.

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Over and over again, a hundred

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times over, without a doubt, not
even close.

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It's like a baby fighting Mike
Tyson in the ring.

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Not even close.

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Now let me clarify some things

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here and then I'll back this up
with my reasoning.

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And this is hopefully the whole
thing here is to get you just

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thinking differently, right?
The world is moving fast.

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A lot of you listening here,
you're dinosaurs.

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You're dinosaurs in this business,
or at least in your marketing.

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And that's okay.

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And new people coming in, like you

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get it more.

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You're like the younger people

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coming in.

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You're like, yeah, that's, yeah,

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that makes sense.

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I mean, this is the world we're

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in.

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And then I'm watching my kids come

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up and I'm watching, you know,
kids a little older than them.

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And just like how everyone's, you
know, acting and what they're

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doing with their time and energy.

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And it's content, content,

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content, attention.

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People's attention is the number

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one currency in the world.

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It is.

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It's why you can be a TikToker or
a Instagrammer, whatever you call

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them.

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And you can be 14, make millions

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of dollars.

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It's not because you have good

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relationships, because you have
good content and then you get

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people content, and then you get
people's attention.

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And that's where the money is.

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And so my whole job, or my goal,

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my job goal with this podcast is
just to get you thinking

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differently.

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Get you going, yeah, right.

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You're Yeah, I need to put more
time and energy into that and less

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time and energy over here.

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Now, when I say content is way

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more important than relationships
in your business.

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Let me clarify, because some of
you are probably foaming at the

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mouth right now.

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I can't believe you're saying

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that.

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Relationships matter, Ryan.

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They matter.

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Yes, of course they do.

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Come on.

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I'm not talking about how happy

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you are.

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I'm not talking about the

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relationships you have with your
lenders.

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Those are very important with your
BDM, your BRM, your underwriters.

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I'm talking the front end stuff.

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The relationships you have to get

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leads for your business.

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Talking about that versus content.

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Okay.

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Not the relationships you have

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with your friends and family and
all that.

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I'm not talking about that.

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Okay.

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So let's just peel that out.

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There goes your whole argument.

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It's out the freaking window.

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I don't know.

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Or not.

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Right?

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And you carry on building your
relationships and having your

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business act as if you 2010.

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it's, know, And you can slowly

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just keep growing your business.

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Or you can focus on content and

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throw some gas on the fire.

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Right?

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And so here's my thoughts on this.

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You've got back in the day, let's

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just say I was going to jump you,
drop you in a city and I'm going

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to drop you in, let's say Calgary,
Alberta.

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You still live there by the way.

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Horrible hockey team.

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I liked the city though.

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15 years I lived there.

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So went to school there, high
school and one year university

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then dropped out not my jam went
to play pool instead go figure uh

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so you're learning stuff about me
so i drop you in calgary we have

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no friends or family or anything
no call no relationships nothing

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you just get dropped there with a
phone and a laptop it's like go

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crush mortgages put money in the
bank account uh 100 commission go

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okay well you go build
relationships and i'll go and you

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can't do both Crush mortgages, put
money in the bank account, 100%

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commission, go.

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Okay, you go well, build

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relationships and you can't do
both.

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In a perfect you get world, to do
both things.

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But we're not in a perfect world.

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A perfect you would call world,

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your freaking database four times
a year.

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Nobody does.

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That's a perfect way to run a

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mortgage business.

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On top of many other things, but

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that would be the thing to do.

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But we don't.

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So we're in a messy world.

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Life is messy.

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So, and we tend to take the path
of least resistance and we're lazy

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and enter excuse here.

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So I'm going to say you have to

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pick one content or relationships.

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So you go run out and you go knock

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on real estate office doors and
try to meet mortgage brokers.

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And you go, I don't even know who
you would build relationships

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with, to be honest.

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I don't know where you would go

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and who you'd talk to.

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You go join B&I groups and you go

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to Toastmasters and you join the
Chamber of Commerce and you try to

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build relationships with centers
of influence and financial, you do

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that.

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And I'm going to go over here, and

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I'm going to create content, and
I'm going to put it on Facebook,

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Instagram, LinkedIn, just those
three, I'm going to do that.

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And I'm going to build, use that
same content for my email

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marketing, when I eventually get
email addresses from people,

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because I'm going to ask them for
email addresses through DMS.

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And I'm going to start contacting
people through I'm going to ask

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them for email addresses through
DMs.

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social, And I'm going to start
contacting people through social.

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I'm going to start putting it out
on social.

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And I'm going to start DMing the
people who are interested and who

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are looking at my stuff.

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Who do you think is going to have

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a half million dollars in the bank
faster?

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That's not even close.

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It's going to be me with the

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content.

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You're going to be out there

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hobnobbing it, walking around,
shaking hands, kissing babies,

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building these relationships for
whatever reason.

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I have no idea.

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I actually don't even know what

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you're doing out there, to be
honest.

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Those other groups were, here's my
thoughts on this.

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You can go build a relationship
with a broker owner of a real

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estate brokerage.

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Hey, I have a hundred agents.

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Get to come in and chat.

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Great.

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That's awesome, Tom.

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I have a hundred agents get to

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come in and That's Tom.

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brokerage.

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Hey, chat.

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Great.

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awesome, I'm coming You come in.

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Boom.

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you in, you start present, talking
to realtors.

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Remember, Okay.

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or they're under someone at a

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brokerage.

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All you've gotten is they've given

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you a platform, a 15, 20 minute
window where top producers don't

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really even show up.

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It's more everyone else who's

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struggling shows up and they come
to listen to you talk.

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And then you still have to go
build the relationships.

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Each of those people have their
own mortgage people.

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Just because Tom gave you a
platform doesn't mean agent ABCD

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under the brokerage or under the
team, right?

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If you have a team of five, I have
five agents.

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It doesn't mean they use you.

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They're not forced to use you.

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They can use whoever they want.

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They're empowered to go build

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their own relationships and their
own business.

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So you're no further along.

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And while you're doing that, I'm,

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as they say, sliding into the DMs.

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I'm coming over here.

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I've already green screened some
listings for you.

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I've already show you I'm going to
run a webinar showing you how to

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get business from your database.

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And I've already been talking to

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you with videos and voice memos
and texts through your DMs.

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We already have a relationship.

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And then they just happen to go in

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and listen to you talk for 20, 30
minutes.

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And I've already got a
relationship built over here,

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right?
Just because you have a

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relationship with the mothership
does not equal money in your bank

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account.

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It just gives you a platform.

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What do you do with the platform?
Most brokers don't even know what

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to do with that platform.

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Same thing.

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If you're in a relationship with a
financial advisor, sure, they have

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certain clients and they, but
those clients still have to agree

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to work with you, right?
They still have to have a

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relationship with you.

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It's a referral, but it doesn't

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mean it's a done deal.

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Whereas I'm going to be marketing

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to the direct consumer through my
content directly, and I'm going to

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build up trust.

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They don't know you from a hole in

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the ground.

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They just said, their realtor said

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to talk to you.

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account, their financial advisor,

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who they trust.

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Sure, that's cool.

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Maybe not realtors as much, but
sure, you're from FAA.

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That's fine.

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But they still have to meet you

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and trust and like build trust
with you.

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Well, I'm sleeping over here.

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My content's out there building up

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trust and awareness and grabbing
people's attention.

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And then when I put in certain
strategies in there, it's

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00:08:39,121 --> 00:08:40,542
collecting email addresses for me.

262
00:08:40,542 --> 00:08:41,885
And this is building that up while

263
00:08:41,885 --> 00:08:42,121
I sleep.

264
00:08:42,116 --> 00:08:42,957
While you sleep, your

265
00:08:42,857 --> 00:08:43,808
relationships aren't doing you
anything.

266
00:08:43,808 --> 00:08:45,040
Hopefully there's like a, huh,
that's interesting.

267
00:08:47,234 --> 00:08:47,641
Yeah.

268
00:08:47,541 --> 00:08:47,795
Right.

269
00:08:47,795 --> 00:08:48,253
Hmm.

270
00:08:48,353 --> 00:08:50,180
Your time, the best bang for your

271
00:08:50,780 --> 00:08:53,520
buck highest and best use real
estate term we know that is not

272
00:08:53,540 --> 00:08:55,693
building relationships those
relationships only go so far you

273
00:08:55,693 --> 00:08:59,832
move no relationship that person
quits no relationship that person

274
00:08:59,832 --> 00:09:02,537
dies no relationship there's a
personality conflict no

275
00:09:02,537 --> 00:09:03,746
relationship something happens no
relationship.

276
00:09:03,746 --> 00:09:06,300
There's a personality conflict, no
relationship.

277
00:09:07,100 --> 00:09:07,719
Something happens, no
relationship.

278
00:09:07,719 --> 00:09:08,057
Content lives forever.

279
00:09:08,057 --> 00:09:09,565
It's digital real estate.

280
00:09:09,465 --> 00:09:11,042
You're building digital real
estate.

281
00:09:11,042 --> 00:09:14,537
And the cool part is if you know
what the hell you're doing, you

282
00:09:14,637 --> 00:09:20,360
get to take that digital real
estate and repurpose it into your

283
00:09:20,360 --> 00:09:25,847
email marketing and build a
machine there, which you hear me

284
00:09:25,847 --> 00:09:29,009
talk about all the time, which we
show people do in our

285
00:09:29,009 --> 00:09:30,832
accountability groups and inside
Strategy Hub, right?

286
00:09:30,832 --> 00:09:33,922
This podcast brought to so good.

287
00:09:33,922 --> 00:09:34,418
Starbucks today.

288
00:09:34,418 --> 00:09:37,254
Been making them at home lately.

289
00:09:37,254 --> 00:09:37,426
Nespresso.

290
00:09:37,426 --> 00:09:38,457
Nespresso.

291
00:09:38,457 --> 00:09:38,801
Starbucks.

292
00:09:38,801 --> 00:09:40,457
It's a weekend right now.

293
00:09:40,457 --> 00:09:42,088
Okay, so back to like content

294
00:09:42,088 --> 00:09:42,430
versus relationships.

295
00:09:42,530 --> 00:09:44,896
And so I see just so many people

296
00:09:44,896 --> 00:09:48,625
out there, you know, they're
getting dressed up, they're going

297
00:09:48,725 --> 00:09:51,289
out, they're belly to belly,
they're meeting people.

298
00:09:51,289 --> 00:09:51,674
That's fine.

299
00:09:51,674 --> 00:09:51,893
Sure.

300
00:09:51,893 --> 00:09:52,882
Can you build a business around
that?

301
00:09:52,882 --> 00:09:53,102
Sure.

302
00:09:53,102 --> 00:09:54,640
That's how it wasn't back in the

303
00:09:54,640 --> 00:09:57,360
that's how it was back Sure, in
the day.

304
00:09:57,360 --> 00:09:57,709
day.

305
00:09:57,709 --> 00:09:58,337
Absolutely.

306
00:09:58,337 --> 00:09:58,546
Absolutely.

307
00:09:58,546 --> 00:10:00,409
But it's 2024, But it's 2024,

308
00:10:00,409 --> 00:10:02,147
right?
Then it's going to be five years

309
00:10:02,047 --> 00:10:03,559
2025, from it's going now, to be
2030.

310
00:10:03,559 --> 00:10:05,386
That stuff's going away.

311
00:10:05,386 --> 00:10:08,673
It's not as important as you

312
00:10:08,673 --> 00:10:08,886
think.

313
00:10:12,966 --> 00:10:13,820
It's not.

314
00:10:14,100 --> 00:10:14,800
It's not.

315
00:10:14,920 --> 00:10:15,313
It's not.

316
00:10:15,313 --> 00:10:15,548
It's not.

317
00:10:15,548 --> 00:10:21,940
You having a kick-ass Instagram

318
00:10:22,100 --> 00:10:25,621
page that engages people, that
shows you your personality and you

319
00:10:25,621 --> 00:10:29,347
as an expert and gives them
opportunity and you're asking them

320
00:10:29,347 --> 00:10:32,532
if they need help, that will
outperform any relationship you

321
00:10:32,432 --> 00:10:34,640
have on the lead gen side.

322
00:10:34,740 --> 00:10:35,214
100%.

323
00:10:35,114 --> 00:10:38,270
Remember, I'm not talking about
lenders, BDMs behind.

324
00:10:38,270 --> 00:10:38,980
Yeah, over here.

325
00:10:38,980 --> 00:10:40,931
Not talking about that.

326
00:10:40,831 --> 00:10:41,680
That's very important.

327
00:10:41,680 --> 00:10:42,778
Will be less important in the

328
00:10:42,741 --> 00:10:44,120
future if you've heard my other
podcasts, but we're not talking

329
00:10:43,994 --> 00:10:44,920
about That's that.

330
00:10:46,260 --> 00:10:46,543
very important.

331
00:10:46,554 --> 00:10:49,887
Will be less important in the If
future.

332
00:10:49,901 --> 00:10:50,220
you've heard my other podcasts,
but we're not talking about that

333
00:10:51,720 --> 00:10:52,118
right now.

334
00:10:52,118 --> 00:10:54,921
So you can go build these

335
00:10:54,883 --> 00:10:57,580
platforms and with putting all
your energy in there, or you can

336
00:11:04,660 --> 00:11:05,892
go and, you know, walk around and
shake hands and kiss babies and

337
00:11:05,892 --> 00:11:06,579
hold these events and do this and
do that.

338
00:11:06,579 --> 00:11:06,933
That's great.

339
00:11:06,933 --> 00:11:09,207
But highest and best use of your

340
00:11:09,207 --> 00:11:10,028
time is content.

341
00:11:10,028 --> 00:11:11,102
It always is.

342
00:11:11,102 --> 00:11:13,144
It's the leverage on top of
leverage.

343
00:11:13,144 --> 00:11:18,333
You get to leverage you sitting at
home, crushing out a 20 minute

344
00:11:18,233 --> 00:11:21,970
video, which is really two
minutes, but a bunch of takes,

345
00:11:21,970 --> 00:11:23,778
some scripting, some editing,
throwing that out to the universe,

346
00:11:23,649 --> 00:11:24,502
getting thousands of eyeballs on
it forever with calls to actions,

347
00:11:24,358 --> 00:11:24,898
and then just doing it again.

348
00:11:24,826 --> 00:11:25,711
And you get to do that from home

349
00:11:25,811 --> 00:11:27,227
or wherever you want.

350
00:11:27,227 --> 00:11:29,501
There's no better use of your 20

351
00:11:29,501 --> 00:11:30,259
minute, half hour.

352
00:11:30,259 --> 00:11:32,603
So I always talk about content

353
00:11:32,603 --> 00:11:32,905
days.

354
00:11:32,905 --> 00:11:34,339
I have a content day.

355
00:11:34,339 --> 00:11:36,376
Content day is like, it feeds your
business.

356
00:11:36,376 --> 00:11:37,906
It should feed your business.

357
00:11:37,906 --> 00:11:39,989
This should be the most important

358
00:11:39,989 --> 00:11:42,908
day of the month for you is your
content day.

359
00:11:42,908 --> 00:11:44,115
It's the lifeline of your
business.

360
00:11:44,115 --> 00:11:47,789
So if you have a content day,
let's just call it three hours.

361
00:11:47,889 --> 00:11:51,907
You have a three hour content day
where you're making your emails

362
00:11:51,907 --> 00:11:52,511
for your drip.

363
00:11:52,611 --> 00:11:54,464
You're making your videos for your

364
00:11:54,364 --> 00:11:54,549
platforms.

365
00:11:54,549 --> 00:11:55,661
You're making your static posts.

366
00:11:55,761 --> 00:11:58,041
You're making your, right.

367
00:11:58,041 --> 00:12:00,005
You're just doing all the stuff

368
00:12:00,005 --> 00:12:02,740
you're doing for your social and
your email marketing.

369
00:12:02,740 --> 00:12:04,106
There is no better.

370
00:12:04,106 --> 00:12:06,356
This is the part like I just, I

371
00:12:06,356 --> 00:12:10,105
want to say it 100 times in a row.

372
00:12:10,105 --> 00:12:12,846
I might just do that right now.

373
00:12:12,746 --> 00:12:15,752
I might just say it for 100 times.

374
00:12:15,852 --> 00:12:17,616
So you might want to just fast

375
00:12:17,616 --> 00:12:17,809
forward.

376
00:12:17,809 --> 00:12:19,674
There is no better use of your

377
00:12:19,674 --> 00:12:21,774
time for those three hours.

378
00:12:21,774 --> 00:12:24,141
There is no better use of your

379
00:12:24,141 --> 00:12:25,446
time for those three hours.

380
00:12:25,446 --> 00:12:26,997
There is no better.

381
00:12:26,997 --> 00:12:29,282
I'm not going to do it.

382
00:12:29,282 --> 00:12:29,690
I'm kidding.

383
00:12:29,690 --> 00:12:31,404
But you get the point.

384
00:12:31,404 --> 00:12:33,272
Like I want to hammer this home.

385
00:12:33,272 --> 00:12:36,019
And then a lot of you say, I don't
like content.

386
00:12:36,019 --> 00:12:39,602
I don't want, I don't know what
to, yeah, we'll figure it out.

387
00:12:39,602 --> 00:12:40,581
Figure it out.

388
00:12:40,481 --> 00:12:42,934
You have to figure it out or you

389
00:12:42,934 --> 00:12:43,120
die.

390
00:12:43,120 --> 00:12:44,914
You have to evolve your business

391
00:12:44,914 --> 00:12:46,023
or you die.

392
00:12:46,123 --> 00:12:49,613
Or you just have less money in the

393
00:12:49,613 --> 00:12:50,433
bank account.

394
00:12:50,433 --> 00:12:52,279
Maybe you don't die, but it's a

395
00:12:52,279 --> 00:12:53,100
painful death.

396
00:12:53,100 --> 00:12:54,156
It's like death by a thousand

397
00:12:54,156 --> 00:12:54,529
paper cuts.

398
00:12:54,529 --> 00:12:55,896
The goal is to make money.

399
00:12:55,896 --> 00:12:56,866
And I get it.

400
00:12:56,766 --> 00:12:57,760
We're changing lives and we're

401
00:12:57,760 --> 00:12:58,096
helping.

402
00:12:58,096 --> 00:12:59,861
And I get all that.

403
00:12:59,861 --> 00:13:02,550
But you didn't get into this
business for that.

404
00:13:02,650 --> 00:13:06,346
You got into it because you
thought, hey, I can go make a

405
00:13:06,446 --> 00:13:08,576
bunch of money and have a good
work-life balance, which is funny

406
00:13:08,476 --> 00:13:11,460
to say that because a lot of us
don't.

407
00:13:11,458 --> 00:13:13,343
And, you know, live a good life
and blah, blah, blah, and have

408
00:13:13,443 --> 00:13:15,603
some freedom and be my own boss
and all that stuff.

409
00:13:15,603 --> 00:13:17,954
But without the money, there's no
anything.

410
00:13:17,954 --> 00:13:19,784
And the byproduct is you're
helping people.

411
00:13:19,784 --> 00:13:21,264
So let's just own it.

412
00:13:21,264 --> 00:13:23,315
Let's say I want to make money.

413
00:13:23,315 --> 00:13:25,100
The byproduct is you're helping
people.

414
00:13:25,240 --> 00:13:25,980
So let's just own it.

415
00:13:25,946 --> 00:13:27,531
Let's say I want to make money.

416
00:13:27,531 --> 00:13:30,384
The byproduct is I help a lot of
people.

417
00:13:30,384 --> 00:13:30,607
Cool.

418
00:13:30,607 --> 00:13:30,886
Awesome.

419
00:13:30,886 --> 00:13:31,781
Warm hugs for everybody.

420
00:13:31,781 --> 00:13:34,849
But it's money, right?

421
00:13:34,849 --> 00:13:37,785
The money which helps you, your
family, buy better food, healthier

422
00:13:37,785 --> 00:13:40,320
food, get private health care, go
on better vacations, go on more

423
00:13:40,320 --> 00:13:41,721
vacations, right?
Impact the quality of your life

424
00:13:41,721 --> 00:13:43,947
and those around you, help out
family members and friends who

425
00:13:43,947 --> 00:13:45,451
need help, help out other people
who need help.

426
00:13:45,451 --> 00:13:48,788
It all stems off of money, right?
So please, let's not, I'm not this

427
00:13:48,788 --> 00:13:50,567
evil money person, by the way.

428
00:13:50,567 --> 00:13:52,790
I'm like, I share a lot of stuff.

429
00:13:52,790 --> 00:13:54,660
I give back a lot of stuff.

430
00:13:54,660 --> 00:13:55,780
I'm not like money.

431
00:13:55,880 --> 00:13:59,460
I wake up in money, money, money,
money, money, money.

432
00:13:59,460 --> 00:14:00,492
That's not me.

433
00:14:00,492 --> 00:14:01,664
That's the farthest thing from me.

434
00:14:01,608 --> 00:14:02,832
If you know me, I don't spend
money on fancy things.

435
00:14:02,832 --> 00:14:04,048
That's not to show off.

436
00:14:03,948 --> 00:14:04,452
That's not my jam.

437
00:14:04,552 --> 00:14:04,898
I don't do that.

438
00:14:04,884 --> 00:14:07,717
But I'm just trying to get across

439
00:14:07,679 --> 00:14:09,640
the point to you that money is
very important.

440
00:14:10,780 --> 00:14:13,153
Like it's not an evil thing.

441
00:14:13,253 --> 00:14:16,037
The people who think it's evil are

442
00:14:15,937 --> 00:14:18,721
typically the people who don't
have it.

443
00:14:18,821 --> 00:14:19,949
That's so true.

444
00:14:19,949 --> 00:14:23,156
Because I used to not have money.

445
00:14:23,156 --> 00:14:27,654
And I was like, I don't need money
to be happy.

446
00:14:27,654 --> 00:14:30,495
And you get money and you're like,
oh, this is better.

447
00:14:30,495 --> 00:14:31,306
I like this.

448
00:14:31,206 --> 00:14:32,728
This is way better.

449
00:14:32,728 --> 00:14:35,248
I can still, I'm still a good
person.

450
00:14:35,248 --> 00:14:38,572
I can help more people with money.

451
00:14:38,472 --> 00:14:41,293
So back to why we're doing this,

452
00:14:41,293 --> 00:14:42,905
doing it to earn money.

453
00:14:42,905 --> 00:14:44,718
And so your business needs the

454
00:14:44,718 --> 00:14:45,625
content to thrive.

455
00:14:45,625 --> 00:14:48,192
Back in the day, there was no

456
00:14:48,092 --> 00:14:50,484
social media, or if there was, it
was very minimal.

457
00:14:50,484 --> 00:14:51,541
I can't even remember.

458
00:14:51,441 --> 00:14:53,658
This podcast is brought to And

459
00:14:53,558 --> 00:14:54,024
Americano again.

460
00:14:54,024 --> 00:14:54,396
Okay.

461
00:14:54,496 --> 00:14:58,308
So, but back in the day, it was,
there wasn't social.

462
00:14:58,308 --> 00:14:59,968
So yeah, relationships did matter.

463
00:14:59,968 --> 00:15:01,769
It was, but it was the same old

464
00:15:01,769 --> 00:15:02,490
school thing.

465
00:15:02,490 --> 00:15:03,859
Go make relationships with the

466
00:15:03,859 --> 00:15:05,300
owner of a real estate shop.

467
00:15:05,300 --> 00:15:07,299
Try to get in.

468
00:15:07,299 --> 00:15:08,911
Try to get access to agents.

469
00:15:08,911 --> 00:15:09,985
Try to get in.

470
00:15:09,985 --> 00:15:13,964
Try to maybe get a contract
somewhere with a moving company or

471
00:15:13,964 --> 00:15:16,797
something, try to get in with
builders and developers, and then

472
00:15:16,697 --> 00:15:19,233
try to get relationships with
center of influences and get...

473
00:15:19,233 --> 00:15:19,461
Sure.

474
00:15:19,461 --> 00:15:21,438
But this is the point everyone's

475
00:15:21,438 --> 00:15:21,590
missing.

476
00:15:21,690 --> 00:15:23,187
go and make those relationships.

477
00:15:23,187 --> 00:15:23,568
You still...

478
00:15:23,568 --> 00:15:25,933
The end user is the one who's

479
00:15:25,933 --> 00:15:27,080
going to use you.

480
00:15:27,080 --> 00:15:29,370
The end, the consumer, it's the

481
00:15:29,370 --> 00:15:32,979
person who's agreeing to work with
you and how you get paid your

482
00:15:32,979 --> 00:15:34,489
$5,000 for your file.

483
00:15:34,489 --> 00:15:37,156
So just because you have

484
00:15:37,156 --> 00:15:39,430
relationship with the mothership,
the team lead, the broker owner,

485
00:15:39,430 --> 00:15:41,864
the FA, the whoever, whoever,
whoever, does not mean the end

486
00:15:41,774 --> 00:15:49,420
user uses you, right?
So now you're going out and

487
00:15:53,060 --> 00:15:54,898
building all these relationships
so that you get introductions, so

488
00:15:54,776 --> 00:15:56,793
then you can go build
relationships user.

489
00:15:56,793 --> 00:15:59,380
Why not just skip that part?
Why not skip the middle man, the

490
00:15:59,440 --> 00:16:02,293
refer, and go right to the end
person and build up the trust

491
00:16:02,293 --> 00:16:04,427
there right away that you're going
to have to do anyways.

492
00:16:04,427 --> 00:16:08,860
You're going to have to build that
at some point.

493
00:16:08,732 --> 00:16:13,603
Why not do that with your content?
And you're like, why don't I do

494
00:16:13,603 --> 00:16:14,261
both right?
Yeah, I get it.

495
00:16:14,261 --> 00:16:15,904
We're not talking about that
because everyone has a plan like

496
00:16:15,741 --> 00:16:15,823
that.

497
00:16:15,823 --> 00:16:16,481
I'm going to do social.

498
00:16:16,481 --> 00:16:20,394
I'm going to do that.

499
00:16:20,494 --> 00:16:23,951
And I'm going to have, I'm going

500
00:16:23,951 --> 00:16:25,489
to be in iGroups.

501
00:16:25,489 --> 00:16:25,969
I'm there.

502
00:16:26,069 --> 00:16:28,959
And I'm going to prospect through
DMs.

503
00:16:28,959 --> 00:16:30,497
I'm going to call.

504
00:16:30,497 --> 00:16:31,615
Yeah, no one does anything.

505
00:16:31,615 --> 00:16:32,034
They don't.

506
00:16:32,034 --> 00:16:34,972
99% of us do like very little of

507
00:16:34,972 --> 00:16:35,236
that.

508
00:16:35,236 --> 00:16:35,698
Right?

509
00:16:35,698 --> 00:16:41,618
So I'm going, what's the thing you
can focus on the most that'll have

510
00:16:41,718 --> 00:16:46,073
the quickest amount of impact on
your business and long-term,

511
00:16:46,073 --> 00:16:48,895
short-term, long-term, and put
money in your bank account.

512
00:16:48,895 --> 00:16:53,350
It's a lot more the people who are
on social and you go look at their

513
00:16:53,350 --> 00:17:03,609
stuff and you see their posts and
you see they're engaged and you

514
00:17:03,609 --> 00:17:08,104
say, do you think they're doing if
they weren't a mortgage broker,

515
00:17:08,104 --> 00:17:09,904
they would be doing all that
stuff?

516
00:17:09,904 --> 00:17:12,180
Like if they didn't have some,
like, let's just say they won the

517
00:17:12,280 --> 00:17:14,538
lottery and they said, I'm done
being a mortgage broker now.

518
00:17:14,637 --> 00:17:16,164
Do you think they would still be
posting?

519
00:17:16,164 --> 00:17:17,727
It wouldn't be talking about
mortgages.

520
00:17:17,727 --> 00:17:19,694
Do you think they'd still be
posting all the stuff and sharing

521
00:17:19,694 --> 00:17:21,248
things?
Hell no. Most people wouldn't,

522
00:17:21,248 --> 00:17:22,295
right?
They're doing it because it works.

523
00:17:22,295 --> 00:17:23,277
I always go to that.

524
00:17:23,277 --> 00:17:24,155
Like the blueprint's laying in

525
00:17:24,155 --> 00:17:25,085
front of all of us.

526
00:17:25,085 --> 00:17:25,653
Ah, it doesn't work.

527
00:17:25,752 --> 00:17:28,285
There are people on social media
in the mortgage industry where

528
00:17:28,185 --> 00:17:29,942
majority of their business comes
from social media.

529
00:17:29,942 --> 00:17:32,126
And that's why they continue to do
it.

530
00:17:32,126 --> 00:17:37,036
If you see someone that has been
at this for over a year, they are

531
00:17:37,036 --> 00:17:37,890
winning on social media.

532
00:17:37,890 --> 00:17:39,600
They've given you the blueprint.

533
00:17:39,600 --> 00:17:42,556
It's right in front of you, plain
as day.

534
00:17:42,556 --> 00:17:47,964
What you don't see is what they're
doing on the back end through DMs.

535
00:17:51,198 --> 00:17:54,265
But what I am going to tell you is
that the good news is they're not

536
00:17:54,265 --> 00:17:54,781
doing a lot.

537
00:17:54,778 --> 00:17:55,804
I know this for a fact.

538
00:17:55,804 --> 00:18:02,007
Very, very small percentage of
people actually crush all the

539
00:18:02,007 --> 00:18:04,860
content and then have a strong DM
prospecting game.

540
00:18:04,860 --> 00:18:05,334
They don't.

541
00:18:05,334 --> 00:18:07,931
Or a strong email game.

542
00:18:07,931 --> 00:18:08,848
They don't.

543
00:18:08,848 --> 00:18:10,017
Big opportunity here.

544
00:18:10,017 --> 00:18:12,920
But from the front end, the
content drives everything.

545
00:18:12,960 --> 00:18:13,963
I'm living proof of this.

546
00:18:13,963 --> 00:18:16,378
A year ago, I had no social media.

547
00:18:16,378 --> 00:18:18,519
This podcast is brought to ago, I
had no social media.

548
00:18:18,519 --> 00:18:22,194
And I said, well, well i don't
like social but it's where my

549
00:18:22,194 --> 00:18:26,088
avatar my avatar mortgage brokers
you you listening hopefully you're

550
00:18:26,088 --> 00:18:29,705
a mortgage broker if you're not i
don't know why you're listening

551
00:18:29,705 --> 00:18:33,197
unless you're my family which i
still once again i don't know why

552
00:18:33,197 --> 00:18:36,330
you're listening uh i go that's
where my avatars are.

553
00:18:36,330 --> 00:18:38,280
They're hanging out on Instagram.

554
00:18:38,280 --> 00:18:39,762
They're listening to podcasts.

555
00:18:39,762 --> 00:18:41,400
They're in Facebook groups.

556
00:18:41,400 --> 00:18:43,116
They're I'm going like, to go get

557
00:18:43,116 --> 00:18:44,988
their emails and mark to them
through there.

558
00:18:44,988 --> 00:18:45,768
They're on Facebook.

559
00:18:45,768 --> 00:18:46,704
They're on LinkedIn.

560
00:18:46,704 --> 00:18:49,540
Like this is where my avatar is.

561
00:18:49,720 --> 00:18:50,816
So I have to go there.

562
00:18:50,693 --> 00:18:52,058
I have to go where they are.

563
00:18:52,058 --> 00:18:54,240
If I like it or not, I have to go

564
00:18:54,440 --> 00:18:54,915
where they are.

565
00:18:54,915 --> 00:18:55,687
Same mentality for you.

566
00:18:55,687 --> 00:18:57,943
So I said, well, I'm going to go
all in on social.

567
00:18:57,943 --> 00:19:01,293
And I haven't even like went all
in, all in.

568
00:19:01,293 --> 00:19:02,706
I'm like all in.

569
00:19:02,706 --> 00:19:04,734
I still have other gears to get

570
00:19:04,734 --> 00:19:06,616
to, which we will get to.

571
00:19:06,516 --> 00:19:07,684
You'll see where there's other

572
00:19:07,684 --> 00:19:08,398
things coming.

573
00:19:08,298 --> 00:19:09,773
But I went there.

574
00:19:09,773 --> 00:19:11,665
I'm probably a year in, maybe even
less.

575
00:19:11,665 --> 00:19:13,192
10 months, 11 months.

576
00:19:13,192 --> 00:19:14,311
Actually, we're not even.

577
00:19:14,211 --> 00:19:16,022
I think we started in May last
year.

578
00:19:16,122 --> 00:19:18,547
So we're coming up on it.

579
00:19:23,544 --> 00:19:25,235
We're about 10, 11 months in.

580
00:19:25,135 --> 00:19:26,980
And I can tell you, social media
works.

581
00:19:26,980 --> 00:19:29,440
I can tell you that for a fact.

582
00:19:29,440 --> 00:19:30,563
Social media works.

583
00:19:30,563 --> 00:19:32,971
It does everything people are
telling you it does.

584
00:19:32,971 --> 00:19:33,078
now.

585
00:19:33,078 --> 00:19:35,309
But now it's just a part of the

586
00:19:35,309 --> 00:19:35,698
business.

587
00:19:35,698 --> 00:19:37,581
And I cannot imagine me doing what

588
00:19:37,581 --> 00:19:38,750
I do without social media.

589
00:19:38,750 --> 00:19:41,595
And I could not imagine going to

590
00:19:41,595 --> 00:19:47,673
be a mortgage broker now without
social, without a strong content

591
00:19:47,566 --> 00:19:49,630
game, right?
I have relationships.

592
00:19:49,630 --> 00:19:54,227
I have relationships with certain
people.

593
00:19:54,059 --> 00:19:54,440
Those relationships don't put
money in my bank out content and

594
00:19:54,330 --> 00:19:58,140
telling a story and having a good
offer does.

595
00:19:59,560 --> 00:19:59,580
It does.

596
00:19:59,566 --> 00:19:59,580
This works, kids.

597
00:19:59,573 --> 00:19:59,580
Right?
The content.

598
00:20:00,380 --> 00:20:00,420
So you have choices to make.

599
00:20:01,160 --> 00:20:01,797
We all have choices to make,

600
00:20:01,821 --> 00:20:02,489
right?
We are where we are because of

601
00:20:02,314 --> 00:20:03,000
choices we made at some point in
time.

602
00:20:03,160 --> 00:20:06,739
And so I just wanted to put this
out in front of you with some

603
00:20:06,739 --> 00:20:09,090
examples, right?
And just my thoughts on this, why

604
00:20:09,090 --> 00:20:10,419
content is king over
relationships.

605
00:20:10,319 --> 00:20:13,187
And hopefully that reframes how
you think about things.

606
00:20:13,187 --> 00:20:17,352
The cool part is building
relationships takes a lot of time.

607
00:20:17,352 --> 00:20:18,087
Content doesn't.

608
00:20:18,087 --> 00:20:20,486
Building relationships can work.

609
00:20:20,386 --> 00:20:20,754
Yeah, 100%.

610
00:20:20,754 --> 00:20:23,144
But there's pros and cons to

611
00:20:23,144 --> 00:20:24,720
everything, right?
a combination?

612
00:20:24,720 --> 00:20:25,020
Absolutely.

613
00:20:25,100 --> 00:20:27,445
I just see way too many people

614
00:20:27,445 --> 00:20:29,860
focusing on relationships and
we're not in a relationship world.

615
00:20:29,960 --> 00:20:33,740
As sad as it is to say that, it's
very sad to say that actually.

616
00:20:33,740 --> 00:20:38,265
We're not there and we're trending
even more out of it.

617
00:20:38,265 --> 00:20:38,930
We're attention.

618
00:20:38,930 --> 00:20:42,606
You have a kick ass social media

619
00:20:42,606 --> 00:20:51,660
game will get you attention, which
will get opportunities for you for

620
00:20:51,660 --> 00:20:54,060
applications to then close and put
them on your bank account.

621
00:20:54,060 --> 00:20:55,680
Your relationships will only get
you so far.

622
00:20:55,780 --> 00:20:58,675
Only so far with a lot of work, a
lot of effort, right?

623
00:20:58,675 --> 00:21:00,185
That's where we're going.

624
00:21:00,185 --> 00:21:02,317
So it is what it is.

625
00:21:02,317 --> 00:21:08,957
I sound sad about that, but I'm
winning on the content side.

626
00:21:08,957 --> 00:21:14,519
So I'm like, ah, it's pretty good
over here too.

627
00:21:14,519 --> 00:21:15,459
Like it's pretty good.

628
00:21:15,459 --> 00:21:17,850
And here's the cool part.

629
00:21:17,950 --> 00:21:21,171
I'll leave it on this and then
we're done.

630
00:21:21,171 --> 00:21:23,059
Relationships come out of the
content.

631
00:21:22,959 --> 00:21:26,652
You putting this content out will
open up doors a lot quicker with

632
00:21:26,652 --> 00:21:29,256
the opportunity for relationships
to impact your business with those

633
00:21:29,356 --> 00:21:31,190
referral partners, with other
people, with people joining your

634
00:21:31,190 --> 00:21:31,860
team, with whoever.

635
00:21:31,860 --> 00:21:34,193
Relationships come out of the

636
00:21:34,293 --> 00:21:37,044
content because you have
attention.

637
00:21:37,044 --> 00:21:40,544
Content doesn't come out of
relationships, right?

638
00:21:40,544 --> 00:21:42,720
The content drives everything.

639
00:21:42,620 --> 00:21:44,125
It's a big umbrella over

640
00:21:44,125 --> 00:21:45,873
everything you're doing in your
mortgage business.

641
00:21:45,873 --> 00:21:49,308
And all the other stuff comes out
of it.

642
00:21:49,308 --> 00:21:54,068
Right?
So it's not like you're never

643
00:21:54,068 --> 00:21:56,530
going to have relationships again.

644
00:21:56,530 --> 00:21:58,526
You end up having them.

645
00:21:58,426 --> 00:22:02,920
So that's it, kids.

646
00:22:03,520 --> 00:22:04,738
Wanted to put that out there.

647
00:22:04,738 --> 00:22:07,676
I'm going to want to make this one
specifically.

648
00:22:07,676 --> 00:22:09,778
I just didn't know how to frame
it.

649
00:22:09,778 --> 00:22:13,056
But hopefully that helps you think
a little differently or just get

650
00:22:12,956 --> 00:22:16,575
to understand what's banging
around in my coconut um enjoy your

651
00:22:16,675 --> 00:22:18,729
week that's it kids peace