243: 3 Biggest Mistakes Top Producing Brokers are Making Right Now

1
00:00:06,945 --> 00:00:12,929
that building a mortgage business,
a successful one, is like playing

2
00:00:12,929 --> 00:00:13,366
a game.

3
00:00:13,466 --> 00:00:14,843
There's winners, there's losers,

4
00:00:14,943 --> 00:00:16,530
there's certain things you try.

5
00:00:16,630 --> 00:00:18,067
Some of us are playing checkers

6
00:00:18,067 --> 00:00:20,093
while others are playing chess.

7
00:00:20,193 --> 00:00:22,291
I've had the ability to coach and

8
00:00:22,291 --> 00:00:23,893
mentor hundreds of mortgage
brokers.

9
00:00:23,893 --> 00:00:26,340
I myself built a very nice
business.

10
00:00:26,340 --> 00:00:29,698
So now I want to distill all that
information, all the things I've

11
00:00:29,598 --> 00:00:32,816
learned from that and bring it
directly to you in a simple to

12
00:00:32,816 --> 00:00:33,147
understand way.

13
00:00:33,147 --> 00:00:34,407
I hope you enjoy.

14
00:00:34,507 --> 00:00:34,772
right.

15
00:00:34,672 --> 00:00:35,003
Good morning.

16
00:00:35,003 --> 00:00:39,508
Welcome to the Mortgage Game
Podcast.

17
00:00:39,407 --> 00:00:44,065
West Coast Wiley here, coming to
you live from one of my old spots

18
00:00:44,065 --> 00:00:45,775
of recording, down by the beach.

19
00:00:45,775 --> 00:00:47,676
That is correct.

20
00:00:47,576 --> 00:00:52,914
Down by the beach with my hot
Americano, as opposed to die with

21
00:00:52,914 --> 00:00:55,640
these Edmonton Oilers. 30 second
rant.

22
00:00:55,640 --> 00:00:59,592
Not cool, Oilers.

23
00:00:59,592 --> 00:01:01,197
Not cool.

24
00:01:01,297 --> 00:01:04,754
Losing games, you should be
destroying people.

25
00:01:04,655 --> 00:01:10,028
And yeah, my wife's always like
the next day, she's like, oh,

26
00:01:10,128 --> 00:01:12,764
okay, the first hour I gotta like,
just let's just give dad his room,

27
00:01:12,764 --> 00:01:13,208
his space.

28
00:01:13,203 --> 00:01:13,740
That is true.

29
00:01:13,820 --> 00:01:15,971
It's like, I care that much.

30
00:01:16,071 --> 00:01:19,397
And I know some of you are like,

31
00:01:19,297 --> 00:01:20,636
oh, you should never care that.

32
00:01:20,615 --> 00:01:21,076
Okay, what sets you off?

33
00:01:21,076 --> 00:01:21,495
Like, don't judge.

34
00:01:21,495 --> 00:01:23,374
Someone cuts you off on the

35
00:01:23,374 --> 00:01:26,614
highway the highway you know
someone's rude to you in a store

36
00:01:26,614 --> 00:01:29,641
your flight's delayed your tv show
got canceled they like none of

37
00:01:29,641 --> 00:01:33,992
that bothers me none of that
bothers me my favorite sport team

38
00:01:33,992 --> 00:01:37,981
i've been following for 40 years
sucks when they shouldn't yeah

39
00:01:37,981 --> 00:01:43,287
that bothers me so you know don't
throw what do they say stones at

40
00:01:43,287 --> 00:01:47,693
glass houses or whatever they say
so just saying that's my thing

41
00:01:47,693 --> 00:01:50,955
rant over let's get into it okay
so i've been taking on more

42
00:01:50,955 --> 00:01:54,433
one-on-one coaching it was always
the plan we just had to get

43
00:01:54,433 --> 00:01:58,784
something sorted out and it was
always the plan and there's going

44
00:01:58,784 --> 00:02:01,822
to be a model there an offering at
some point where it's like a

45
00:02:01,822 --> 00:02:02,933
regular thing where it's a year
commitment.

46
00:02:02,933 --> 00:02:04,213
But I haven't got there yet.

47
00:02:04,213 --> 00:02:06,088
Right now, it's taking on certain

48
00:02:06,088 --> 00:02:06,448
people.

49
00:02:06,448 --> 00:02:08,323
They have to fit certain criteria.

50
00:02:08,323 --> 00:02:11,524
the three or four biggest mistakes
I'm seeing from top producing

51
00:02:11,424 --> 00:02:11,785
agents.

52
00:02:11,885 --> 00:02:12,174
Okay.

53
00:02:12,074 --> 00:02:28,404
And this is going to be the same
stuff that was with non-producing

54
00:02:28,404 --> 00:02:29,624
agents, newer agents, the same,
exact same stuff.

55
00:02:29,624 --> 00:02:31,156
But I'm telling you, like when
you're a broker, you always,

56
00:02:31,156 --> 00:02:32,087
you're, you're never looking at
people behind you.

57
00:02:32,027 --> 00:02:34,216
You're always looking at the
people ahead of you.

58
00:02:34,316 --> 00:02:36,604
That's just in life, I think.

59
00:02:36,604 --> 00:02:39,700
And so if you're doing 20 million,

60
00:02:39,800 --> 00:02:42,628
you're like, man, I don't know how
they're doing 70, 80 million.

61
00:02:42,628 --> 00:02:45,079
If you're doing 3 million, you're
like, you can't even fathom doing

62
00:02:44,979 --> 00:02:46,062
10 million, 12 million, 15
million, right?

63
00:02:46,162 --> 00:02:46,820
Going crazy.

64
00:02:46,920 --> 00:02:47,848
Same thing when you're 100

65
00:02:47,848 --> 00:02:48,010
million.

66
00:02:48,010 --> 00:02:49,445
How do I grow that?

67
00:02:49,345 --> 00:02:51,714
Like you're not going, man, how
are they only doing 30?

68
00:02:51,714 --> 00:02:54,583
How are they only doing 20?
You never think about that.

69
00:02:54,683 --> 00:02:55,120
You don't.

70
00:02:55,120 --> 00:02:56,837
So a lot of you are doing whatever

71
00:02:56,837 --> 00:02:57,639
volume you're doing.

72
00:02:57,639 --> 00:02:59,132
And you think that, hey, the

73
00:02:59,132 --> 00:03:01,402
people got it figured out, the
ones who you would deem

74
00:03:01,402 --> 00:03:01,581
successful.

75
00:03:01,581 --> 00:03:04,700
So I'll give you an example.

76
00:03:04,600 --> 00:03:08,898
If you're doing 15 million and
someone else is doing 80 million,

77
00:03:08,798 --> 00:03:10,947
you're like, hey, I think they're
running a very successful

78
00:03:10,947 --> 00:03:11,389
business.

79
00:03:11,489 --> 00:03:12,780
They have this figured So it's

80
00:03:12,780 --> 00:03:14,923
just they've been doing it longer.

81
00:03:14,923 --> 00:03:16,301
They stuck with it.

82
00:03:16,301 --> 00:03:18,444
They ran through some good times.

83
00:03:18,444 --> 00:03:19,741
They had a database.

84
00:03:19,641 --> 00:03:23,640
They've been there's other things
at like, but they don't have their

85
00:03:23,540 --> 00:03:24,796
shit play, figured out.

86
00:03:34,400 --> 00:03:34,540
And so I've been doing one-on-one

87
00:03:34,504 --> 00:03:34,540
coaching.

88
00:03:34,512 --> 00:03:37,441
I did with a team that produces

89
00:03:37,400 --> 00:03:37,460
over 150 million.

90
00:03:37,443 --> 00:03:38,516
That's not one-to-one, that's

91
00:03:38,475 --> 00:03:38,560
one-to-five.

92
00:03:42,420 --> 00:03:42,700
Did it with a producing agent, 80

93
00:03:42,569 --> 00:03:42,619
million.

94
00:03:42,580 --> 00:03:42,700
Did it 70 million, 40 million, 110

95
00:03:42,685 --> 00:03:43,289
million is coming on.

96
00:03:43,241 --> 00:03:44,713
So people who are like, they're

97
00:03:44,713 --> 00:03:47,577
making half a million, 700, 800
thousand dollars a year.

98
00:03:47,577 --> 00:03:53,087
And you're like, hey, but now
there's problems now, which is why

99
00:03:53,187 --> 00:03:58,298
they're hiring the coaching, which
is crazy because you should be

100
00:03:58,298 --> 00:04:01,989
hiring coaching way before you
have the problems so that you

101
00:04:01,989 --> 00:04:11,415
would save yourself a lot of time
and money and not even get to

102
00:04:11,415 --> 00:04:11,891
where there's problems.

103
00:04:11,991 --> 00:04:13,023
And so I feel like I'm rambling on

104
00:04:12,923 --> 00:04:14,603
here, there's you'll get a lot out
of this okay i'm here to explain

105
00:04:14,509 --> 00:04:16,976
to you the top three or four
things that i'm seeing very

106
00:04:16,976 --> 00:04:20,240
consistently with 50 60 70 80 90
100 120 million dollar producers

107
00:04:20,880 --> 00:04:24,414
it's the same freaking thing over
and over and because of where

108
00:04:24,414 --> 00:04:27,257
we're at interest rates high fear
up, all these things coming out.

109
00:04:27,257 --> 00:04:29,490
We've been dealing with this for a
while now.

110
00:04:29,490 --> 00:04:32,281
You start to see holes in the
boat.

111
00:04:32,281 --> 00:04:35,840
And these people who have these
businesses that were humming

112
00:04:35,840 --> 00:04:36,251
along.

113
00:04:36,251 --> 00:04:39,434
I could ask one of these producers

114
00:04:39,434 --> 00:04:44,121
three years ago when they're just
like money's falling out of their

115
00:04:44,021 --> 00:04:44,296
pockets.

116
00:04:44,296 --> 00:04:46,745
Hey, where do you get your

117
00:04:46,710 --> 00:04:47,499
business from?
Yeah, I don't know.

118
00:04:47,490 --> 00:04:50,180
I just like talk to people and my
phone rings and I get texts and

119
00:04:50,180 --> 00:04:51,421
email people like they don't know.

120
00:04:51,421 --> 00:04:52,370
They have no idea.

121
00:04:52,370 --> 00:04:54,255
There's not like a specific thing
they're doing.

122
00:04:54,255 --> 00:04:57,260
They're just showing up and the
market's good and blah, blah,

123
00:04:57,820 --> 00:04:58,020
blah.

124
00:04:57,831 --> 00:04:58,522
And they're staying in front of

125
00:04:58,522 --> 00:04:59,220
people and they're talking to
people.

126
00:04:59,240 --> 00:04:59,310
Okay.

127
00:04:59,310 --> 00:05:01,402
Well, I can't really like if a new

128
00:05:01,402 --> 00:05:05,546
agent came on with you and was
like, hey, I want you to mentor

129
00:05:05,546 --> 00:05:05,752
me.

130
00:05:05,752 --> 00:05:06,213
Sounds great.

131
00:05:06,113 --> 00:05:07,918
So what do I do?
I don't know.

132
00:05:08,018 --> 00:05:09,258
Let's go talk to people.

133
00:05:09,258 --> 00:05:10,638
Like that's where we're at today.

134
00:05:10,638 --> 00:05:11,793
The top producing agents are
there.

135
00:05:11,793 --> 00:05:12,491
Their businesses are falling
apart.

136
00:05:12,491 --> 00:05:14,623
There are holes in their boat.

137
00:05:14,623 --> 00:05:15,978
Their business is down 40, 50, 60%

138
00:05:15,978 --> 00:05:17,614
and they don't have any weapons to
get out.

139
00:05:17,714 --> 00:05:20,289
This isn't every top producing
agent, but man, I'm talking to

140
00:05:20,189 --> 00:05:21,745
some sharp people, people that you
would think have their shit

141
00:05:21,745 --> 00:05:23,249
together, but they don't.

142
00:05:23,249 --> 00:05:31,834
So let's get into the three or

143
00:05:31,834 --> 00:05:33,892
four things I'm seeing that are
very consistent.

144
00:05:33,892 --> 00:05:36,488
The number one thing I'm seeing
across the board with every, this

145
00:05:36,488 --> 00:05:37,272
is 99.9% of mortgage brokers.

146
00:05:37,272 --> 00:05:38,497
You've heard me talk about it.

147
00:05:38,497 --> 00:05:40,776
It's the biggest mistake.

148
00:05:40,776 --> 00:05:44,768
I come to you and I say, this is

149
00:05:44,768 --> 00:05:49,290
the first question I ask when I do
the one-on-one coaching.

150
00:05:49,290 --> 00:05:53,158
Before we get into this, this
podcast is brought to question I

151
00:05:53,158 --> 00:05:56,418
ask is in 60 seconds or less, tell
me your marketing plan.

152
00:05:56,418 --> 00:05:59,579
Right?
I don't give a shit about your

153
00:05:59,579 --> 00:06:01,924
client journey on the back end.

154
00:06:01,924 --> 00:06:04,422
I don't care how many emails you

155
00:06:04,422 --> 00:06:07,156
got going out and telling the
lawyers this and that and

156
00:06:07,156 --> 00:06:09,183
notifying them on this and boobity
bah, all these things.

157
00:06:09,183 --> 00:06:11,179
I want to know because offense
wins.

158
00:06:11,079 --> 00:06:12,060
Winning solves all problems.

159
00:06:12,160 --> 00:06:13,175
That's true.

160
00:06:13,175 --> 00:06:22,220
You see a sports team and they're
a good team, but they lose seven

161
00:06:23,220 --> 00:06:24,487
in a row.

162
00:06:24,487 --> 00:06:30,081
And all of a sudden, finger

163
00:06:29,908 --> 00:06:30,176
pointing starts coming out.

164
00:06:30,003 --> 00:06:36,770
Ah, look, Johnny, if you only play

165
00:06:36,755 --> 00:06:36,955
better.

166
00:06:36,931 --> 00:06:37,939
Hey, if you and blah, blah, blah.

167
00:06:37,914 --> 00:06:38,968
They go on a seven game win
streak.

168
00:06:38,968 --> 00:06:39,730
Hey, we're all good.

169
00:06:39,671 --> 00:06:39,941
We're good.

170
00:06:39,881 --> 00:06:44,120
If you have 200 grand in your bank
account versus 10 that you might

171
00:06:44,380 --> 00:06:47,220
have right now, it're all good.

172
00:06:47,300 --> 00:06:47,794
We're good.

173
00:06:47,794 --> 00:06:51,830
If you have 200 grand in your bank
account versus 10 that you might

174
00:06:51,830 --> 00:06:52,983
have right now, it's all good.

175
00:06:52,983 --> 00:06:55,105
Your client journey, you're not

176
00:06:55,205 --> 00:06:55,853
thinking about it.

177
00:06:55,853 --> 00:06:57,312
You're not spending time on it.

178
00:06:57,312 --> 00:06:58,299
You're like, ah, it's working,
right?

179
00:06:58,299 --> 00:06:59,824
Why fix it if it's not broken
mentality?

180
00:06:59,824 --> 00:07:02,701
Well, you only have the 200 grand
because you're marketing.

181
00:07:02,601 --> 00:07:03,310
It's not because of the client
journey.

182
00:07:03,310 --> 00:07:04,540
So if you have a kick ass
marketing plan, that's winning.

183
00:07:04,572 --> 00:07:05,518
You will have more opportunities,
more swings of the play.

184
00:07:05,423 --> 00:07:06,295
You will have more conversations,
more business, more applications,

185
00:07:06,295 --> 00:07:09,097
more closed deals, regardless of
how good or not you are on the

186
00:07:08,997 --> 00:07:10,408
back end of the stuff.

187
00:07:10,308 --> 00:07:12,598
So I ask you listening 60 seconds

188
00:07:12,698 --> 00:07:18,080
or less, map it out for me, big
whiteboard in front of you with a

189
00:07:17,973 --> 00:07:20,247
marker draw your marketing plan
what it is they're like oh shit I

190
00:07:20,247 --> 00:07:26,501
don't have one I'm like so you
don't know how to get business and

191
00:07:26,401 --> 00:07:30,091
a lot of these bleed in these
problems bleed into the others.

192
00:07:30,191 --> 00:07:33,814
Mike, so there's like, these are
the conversations I'm having with

193
00:07:33,714 --> 00:07:36,277
people making like a million
dollars a year.

194
00:07:36,277 --> 00:07:37,643
And now they're not.

195
00:07:37,643 --> 00:07:39,754
Now they're making 600 and the

196
00:07:39,854 --> 00:07:42,982
pipeline's drying up and they can
see it.

197
00:07:42,982 --> 00:07:46,832
They're writing on the wall and
they're like, man, I got to get

198
00:07:46,832 --> 00:07:46,945
serious.

199
00:07:46,945 --> 00:07:50,080
But yeah, a lot of people have

200
00:07:50,080 --> 00:07:58,297
been coasting and And I'm here to
tell you, it is going to get worse

201
00:07:58,297 --> 00:07:59,755
before it gets better.

202
00:07:59,755 --> 00:08:02,149
I have stats to back that up?

203
00:08:02,149 --> 00:08:04,127
No. and hundreds of mortgage
brokers.

204
00:08:04,127 --> 00:08:07,590
I have a different perspective and
different angle on what I'm

205
00:08:07,590 --> 00:08:07,736
seeing.

206
00:08:07,736 --> 00:08:09,155
And I'm seeing people's business

207
00:08:09,150 --> 00:08:09,980
models, their marketing models.

208
00:08:09,979 --> 00:08:11,912
I'm seeing their social media.

209
00:08:11,912 --> 00:08:15,792
And quite frankly, I'm very
unimpressed, which tells me it's

210
00:08:15,792 --> 00:08:18,280
only a matter of time.

211
00:08:18,280 --> 00:08:19,181
And there's more people leaving

212
00:08:19,181 --> 00:08:19,925
our industry than ever before.

213
00:08:20,025 --> 00:08:21,043
So it's only a matter of time

214
00:08:20,943 --> 00:08:22,588
before that rears its head on your
stuff.

215
00:08:22,588 --> 00:08:24,116
You need to sit there.

216
00:08:24,116 --> 00:08:25,790
And if you don't have a marketing

217
00:08:25,790 --> 00:08:31,578
plan, you need to two days, lock
yourself in a room.

218
00:08:31,578 --> 00:08:35,690
You need to figure it out.

219
00:08:35,690 --> 00:08:37,804
You need to figure a marketing

220
00:08:37,784 --> 00:08:37,835
plan.

221
00:08:37,831 --> 00:08:39,789
It is crazy town that you can't

222
00:08:39,769 --> 00:08:43,634
articulate within 60 seconds in a
100% commission-based business,

223
00:08:43,534 --> 00:08:47,122
how you plan on marketing yourself
and getting business.

224
00:08:47,022 --> 00:08:51,264
this before, but I'm telling you,
it's not just you.

225
00:08:51,264 --> 00:08:53,931
If you're doing 5 million, it's
not just you.

226
00:08:53,931 --> 00:08:54,930
Don't feel bad.

227
00:08:54,930 --> 00:08:56,574
I'm talking to people who've made

228
00:08:56,574 --> 00:08:57,573
a million dollars a year.

229
00:08:57,573 --> 00:08:59,357
And they're like, Ryan, couldn't

230
00:08:59,357 --> 00:08:59,955
tell you.

231
00:08:59,955 --> 00:09:01,252
Don't have it.

232
00:09:01,252 --> 00:09:05,441
Or they kind of bumble through
some things, but there's no like

233
00:09:05,441 --> 00:09:12,536
it's 60 second map it out where
I'm like, yep.

234
00:09:12,536 --> 00:09:12,640
Okay.

235
00:09:12,740 --> 00:09:14,091
Connect the dot here.

236
00:09:14,091 --> 00:09:14,713
Yeah.

237
00:09:14,713 --> 00:09:14,920
There.

238
00:09:15,020 --> 00:09:15,426
Okay.

239
00:09:15,326 --> 00:09:15,630
Yeah.

240
00:09:15,630 --> 00:09:16,848
That makes sense.

241
00:09:16,848 --> 00:09:16,949
Awesome.

242
00:09:16,949 --> 00:09:18,469
Okay, great.

243
00:09:18,369 --> 00:09:20,094
Now let's go analyze your

244
00:09:20,094 --> 00:09:27,506
marketing plan and let's just do
more of this and this let's tweak

245
00:09:27,506 --> 00:09:27,712
this.

246
00:09:27,712 --> 00:09:29,500
No, we're building it from

247
00:09:29,500 --> 00:09:29,981
scratch.

248
00:09:29,981 --> 00:09:35,578
We are building people's marketing

249
00:09:35,578 --> 00:09:38,556
plans from scratch, which is
awesome for me because I'm a coach

250
00:09:38,456 --> 00:09:41,789
and I train on this stuff and I'm
really good at it and I love doing

251
00:09:41,789 --> 00:09:42,075
it.

252
00:09:42,075 --> 00:09:43,911
So for me, I'm like, holy shit,

253
00:09:43,911 --> 00:09:45,242
everybody needs this.

254
00:09:45,242 --> 00:09:46,337
I'm like, this is crazy.

255
00:09:46,337 --> 00:09:46,852
All right.

256
00:09:46,852 --> 00:09:48,785
I'm the guy that'll make the

257
00:09:48,785 --> 00:09:51,620
million Let that sink So number
one thing I see people I'm

258
00:09:51,620 --> 00:09:52,529
coaching one-on-one, Right.

259
00:09:52,529 --> 00:09:54,480
in. the problems they're and this

260
00:09:54,480 --> 00:09:57,229
is doing, what most mortgage they
don't brokers, have a marketing

261
00:09:57,229 --> 00:09:57,445
plan.

262
00:09:57,445 --> 00:09:57,930
Right.

263
00:09:57,930 --> 00:10:00,967
Number two, and I'm going to, I'm
going to unpack some of that a

264
00:10:00,967 --> 00:10:02,811
little more in a little bit.

265
00:10:02,711 --> 00:10:04,862
Number two, their social media, A

266
00:10:04,862 --> 00:10:07,998
lot of people's social media, it's
just not there.

267
00:10:07,998 --> 00:10:09,689
It's, they think they have a
social media.

268
00:10:09,689 --> 00:10:12,884
While these producers are doing
the 50, 60, 80, a hundred million,

269
00:10:12,884 --> 00:10:14,092
they've got social media.

270
00:10:14,192 --> 00:10:15,487
Everyone has it now.

271
00:10:15,587 --> 00:10:16,052
Okay.

272
00:10:15,952 --> 00:10:19,799
If you don't, I don't know what to

273
00:10:19,699 --> 00:10:20,817
tell you.

274
00:10:20,717 --> 00:10:23,318
Like you're probably in the wrong

275
00:10:23,318 --> 00:10:24,110
business.

276
00:10:31,909 --> 00:10:32,000
Not probably, but you are.

277
00:10:31,941 --> 00:10:32,000
You're in the wrong business.

278
00:10:31,968 --> 00:10:35,521
If you don't already have a social

279
00:10:35,378 --> 00:10:35,900
media account with your name on
it, telling people what you do for

280
00:10:35,794 --> 00:10:41,129
a living, right?
I'm not saying posting and all

281
00:10:41,129 --> 00:10:42,712
that, but if you haven't connected
the dots that that's actually your

282
00:10:42,712 --> 00:10:44,461
website and you know that, and
like if you don't have social

283
00:10:44,450 --> 00:10:46,942
media, if you don't have an
Instagram account or a Facebook or

284
00:10:46,942 --> 00:10:51,059
a LinkedIn, if you don't have
social media, if you don't have an

285
00:10:51,159 --> 00:10:55,665
Instagram account or a Facebook or
a LinkedIn, if you don't have one

286
00:10:55,665 --> 00:10:59,509
of those three things, I'll even
throw TikTok in there, and it says

287
00:10:59,609 --> 00:11:04,195
you're a mortgage agent and you
work in this area, this is what

288
00:11:04,295 --> 00:11:05,300
you do, blah, blah, blah.

289
00:11:05,400 --> 00:11:07,832
I don't care if you have content.

290
00:11:07,832 --> 00:11:12,242
I'm just saying if you don't have
a profile set up, you're probably

291
00:11:12,242 --> 00:11:13,043
in the wrong business.

292
00:11:12,943 --> 00:11:14,984
That should be stuff you do in the

293
00:11:14,884 --> 00:11:16,651
first week of becoming a mortgage
broker, right?

294
00:11:16,651 --> 00:11:18,051
It's that important.

295
00:11:18,051 --> 00:11:20,307
And so a lot of these producers,

296
00:11:20,307 --> 00:11:23,321
they have social media and they're
like, cool, but I don't really get

297
00:11:23,310 --> 00:11:24,535
business from it, but I feel like
it's kind of like a good business

298
00:11:24,552 --> 00:11:24,865
card and a website.

299
00:11:24,761 --> 00:11:25,077
I'm like, great.

300
00:11:25,052 --> 00:11:26,495
I'm glad that you think that way.

301
00:11:26,395 --> 00:11:27,225
And that's awesome.

302
00:11:27,225 --> 00:11:28,386
You're, you are correct.

303
00:11:28,386 --> 00:11:30,957
Very small piece of that is

304
00:11:30,957 --> 00:11:31,122
correct.

305
00:11:31,122 --> 00:11:33,828
But then I go look at the content.

306
00:11:33,828 --> 00:11:34,541
I go, okay.

307
00:11:34,541 --> 00:11:36,039
So you, you realize people are

308
00:11:36,039 --> 00:11:37,523
looking at that a lot.

309
00:11:37,423 --> 00:11:37,473
Yeah.

310
00:11:37,463 --> 00:11:37,666
Yeah.

311
00:11:37,666 --> 00:11:37,866
Yeah.

312
00:11:37,828 --> 00:11:37,909
Totally.

313
00:11:37,909 --> 00:11:38,031
Okay.

314
00:11:38,031 --> 00:11:39,247
But there's no business coming in
from it.

315
00:11:39,247 --> 00:11:40,058
No, no, no, no, nothing.

316
00:11:40,058 --> 00:11:42,272
A little here, a little there.

317
00:11:42,372 --> 00:11:44,461
Maybe, I don't know, but really,
okay.

318
00:11:44,461 --> 00:11:48,212
So do we see a problem there?
You know, social media and

319
00:11:48,212 --> 00:11:51,720
building a brand should be a
massive part of your business.

320
00:11:51,880 --> 00:11:54,589
You're doing stuff on social
media, but you're not getting

321
00:11:54,589 --> 00:11:55,363
anything from it.

322
00:11:55,363 --> 00:11:56,782
Ah, I'm probably not doing it

323
00:11:56,782 --> 00:11:57,040
right.

324
00:11:57,040 --> 00:11:57,682
Ah, you're right.

325
00:11:57,682 --> 00:11:59,715
You're throwing up static posts,
crap, and you're hoping it brings

326
00:11:59,815 --> 00:12:01,320
in business, right?
Where you're not connecting with

327
00:12:01,320 --> 00:12:01,661
anyone.

328
00:12:01,761 --> 00:12:03,550
So another big problem.

329
00:12:03,550 --> 00:12:07,202
They have social media, but
they're just not doing it who they

330
00:12:07,102 --> 00:12:07,687
are as a person.

331
00:12:07,687 --> 00:12:09,016
They're a little too buttoned up.

332
00:12:09,016 --> 00:12:10,753
They don't have a content day.

333
00:12:10,753 --> 00:12:12,853
If you do not have a content day,

334
00:12:12,853 --> 00:12:14,560
that is another big problem.

335
00:12:14,560 --> 00:12:15,289
Massive problem.

336
00:12:15,289 --> 00:12:17,940
That content, if you've been
following along here on my

337
00:12:17,840 --> 00:12:20,100
journey, that content feeds your
entire marketing plan.

338
00:12:20,100 --> 00:12:21,901
Your marketing plan is built
around content.

339
00:12:21,801 --> 00:12:24,221
If it's not, then tell me what it
is built around.

340
00:12:24,221 --> 00:12:26,085
right?
The most basic marketing plan you

341
00:12:26,085 --> 00:12:29,656
could ever have that will make you
hundreds and hundreds of thousands

342
00:12:29,656 --> 00:12:33,072
of dollars a year, if not a
million dollars a year, is you

343
00:12:33,072 --> 00:12:37,691
have an email marketing machine
that goes out consistently to an

344
00:12:37,691 --> 00:12:45,533
email list that you nurture and
you keep adding in.

345
00:12:45,633 --> 00:12:50,349
And that goes out once a week or
once every two weeks as a minimum.

346
00:12:50,332 --> 00:12:51,333
That's built around video.

347
00:12:51,333 --> 00:12:55,140
You could have a regular email

348
00:12:55,140 --> 00:12:59,409
that goes out to referral partners
to stay in touch with them and add

349
00:12:59,409 --> 00:12:59,486
value.

350
00:12:59,486 --> 00:13:00,728
That's all through email.

351
00:13:00,728 --> 00:13:04,220
You have social media where you're
telling the world what you do.

352
00:13:05,140 --> 00:13:09,208
There's three components, email
marketing, social media to the

353
00:13:09,208 --> 00:13:11,407
public, components, email
marketing, social media to the

354
00:13:11,407 --> 00:13:11,751
public.

355
00:13:11,751 --> 00:13:14,122
It's you showing people, building

356
00:13:14,122 --> 00:13:14,667
trust.

357
00:13:14,667 --> 00:13:16,180
People consume your content much

358
00:13:16,840 --> 00:13:18,460
like you consume content of hours
of people.

359
00:13:18,460 --> 00:13:24,722
You already feel like you know
them and you already have trust

360
00:13:24,722 --> 00:13:25,879
built up with them.

361
00:13:25,879 --> 00:13:28,105
Go do that for your own business.

362
00:13:28,105 --> 00:13:32,842
That'll then it's one thing to
have the stuff going out, but how

363
00:13:32,742 --> 00:13:35,856
are you peeling out all the
opportunities into conversations

364
00:13:35,856 --> 00:13:38,678
and book calls?
You have to have a DM strategy.

365
00:13:38,678 --> 00:13:42,216
You have to have a way of talking
to people through their DMs and

366
00:13:42,216 --> 00:13:45,168
adding value in DMs and asking
questions and putting offers out

367
00:13:45,168 --> 00:13:45,600
there.

368
00:13:45,700 --> 00:13:49,409
Do you need my help for this, for

369
00:13:49,409 --> 00:13:52,130
this, for this?
I do this.

370
00:13:52,130 --> 00:13:53,545
Let me show you.

371
00:13:53,545 --> 00:13:55,239
This is what I do.

372
00:13:55,139 --> 00:13:56,950
This is what I do.

373
00:13:56,950 --> 00:13:58,833
This is what I do.

374
00:13:58,833 --> 00:14:00,202
You show through video.

375
00:14:00,202 --> 00:14:03,400
So a video works in DMs, being

376
00:14:03,300 --> 00:14:08,353
posted on your social media, and
through email marketing.

377
00:14:08,253 --> 00:14:09,411
One video can work for all three.

378
00:14:09,411 --> 00:14:10,993
It sounds like a broken record

379
00:14:10,993 --> 00:14:12,113
here, but this is the simplest
model.

380
00:14:12,113 --> 00:14:14,486
This podcast is brought to having
a marketing plan, number one

381
00:14:14,486 --> 00:14:15,702
problem, mortgage brokers in
Canada today.

382
00:14:15,702 --> 00:14:18,670
Hands down, without a doubt, put
me on a stage with absolutely

383
00:14:18,670 --> 00:14:25,174
anybody in the industry, and I
will debate that.

384
00:14:25,174 --> 00:14:25,800
Let's go.

385
00:14:25,800 --> 00:14:27,591
Anyone listening here, you don't

386
00:14:27,591 --> 00:14:31,244
agree or you just want
entertainment, go set it up.

387
00:14:31,244 --> 00:14:32,626
Hit me up on Instagram.

388
00:14:32,626 --> 00:14:34,402
Time and place, I'm there.

389
00:14:34,302 --> 00:14:37,248
What's the number one problem with
mortgage brokers in Canada?

390
00:14:37,248 --> 00:14:39,457
In their own business.

391
00:14:39,457 --> 00:14:41,140
Put me up there.

392
00:14:41,140 --> 00:14:41,925
I'll debate it.

393
00:14:41,925 --> 00:14:42,710
Let's go.

394
00:14:42,710 --> 00:14:43,560
Let's go.

395
00:14:43,560 --> 00:14:44,249
Anyone listen?

396
00:14:44,149 --> 00:14:46,373
So this, I'm, I'm, I'm shaking the
tree a bit here.

397
00:14:46,373 --> 00:14:48,700
I'm trying to go like, you guys
need to put the, not saying you

398
00:14:48,780 --> 00:14:51,540
got to like, Hey, let's go hire
Ryan as a coach or Hey, let's go

399
00:14:52,020 --> 00:14:55,000
strategy hub or Hey, let's go to
one of his accountability groups

400
00:14:55,100 --> 00:14:58,880
or Hey, let's go to his bootcamp
or Hey, let's go.

401
00:14:58,880 --> 00:15:02,389
No, I'm not saying that you have
to figure it out.

402
00:15:02,389 --> 00:15:05,021
Whatever that marketing plan is
for you.

403
00:15:05,021 --> 00:15:09,863
Like a bunch of marketing plans.

404
00:15:09,863 --> 00:15:13,059
I'm giving you this most simplest

405
00:15:13,059 --> 00:15:16,969
one, which time in, time in, money
out.

406
00:15:16,969 --> 00:15:20,230
The model I just laid out for you,
email marketing, social media,

407
00:15:20,230 --> 00:15:20,457
DMs.

408
00:15:20,457 --> 00:15:21,752
Boom, there you go.

409
00:15:21,752 --> 00:15:26,133
Then you can start layering in
whatever you want on top of that.

410
00:15:26,133 --> 00:15:28,721
But go get those basics figured
out.

411
00:15:28,821 --> 00:15:30,863
So that's the number one problem.

412
00:15:30,763 --> 00:15:33,362
The second is people having the

413
00:15:33,362 --> 00:15:36,882
social media, thinking they're
doing social media, either A, not

414
00:15:36,882 --> 00:15:40,843
doing it, which I'm just going to
stop talking about people not

415
00:15:40,743 --> 00:15:44,514
doing social media at some point,
because I feel like it's like,

416
00:15:44,514 --> 00:15:46,360
duh, I don't have social media.

417
00:15:46,580 --> 00:15:47,328
Like, come on.

418
00:15:47,328 --> 00:15:48,688
Like we're, we should be there
now.

419
00:15:48,688 --> 00:15:50,760
Like we're, it's been talked about
for a decade.

420
00:15:50,760 --> 00:15:51,918
Like we should be there.

421
00:15:51,918 --> 00:15:52,851
Someone doesn't have to convince

422
00:15:52,751 --> 00:15:53,048
you.

423
00:15:53,048 --> 00:15:54,476
That's what you need to do.

424
00:15:54,476 --> 00:15:54,595
Okay.

425
00:15:54,595 --> 00:15:56,514
So then it's just like, okay, I

426
00:15:56,614 --> 00:15:57,114
get it.

427
00:15:57,114 --> 00:15:57,582
I'm doing it.

428
00:15:57,582 --> 00:15:59,350
I'm not doing it right though.

429
00:15:59,250 --> 00:16:01,319
That now is going to be the new

430
00:16:01,320 --> 00:16:01,453
conversation.

431
00:16:01,453 --> 00:16:03,577
How do I do it right?

432
00:16:03,577 --> 00:16:07,545
How do I do it to get business?
Not just to act as a business

433
00:16:07,545 --> 00:16:07,760
card.

434
00:16:08,320 --> 00:16:11,700
How do I engage with people and

435
00:16:12,120 --> 00:16:15,540
get them to respond to my videos
and comment and this and that?

436
00:16:15,440 --> 00:16:18,564
And then how do I start
conversations behind the scenes

437
00:16:18,564 --> 00:16:20,000
that nobody actually sees?
I know top producing agents who

438
00:16:20,260 --> 00:16:22,666
are crushing it on social media,
crushing it, but it's a two-prong

439
00:16:22,654 --> 00:16:22,749
attack.

440
00:16:22,749 --> 00:16:24,270
They're putting consistent,

441
00:16:24,270 --> 00:16:28,135
authentic content out there all
around video, majority of it

442
00:16:28,135 --> 00:16:29,181
around video.

443
00:16:29,081 --> 00:16:31,678
And then they are backing it up

444
00:16:31,678 --> 00:16:35,433
with a DM game where they connect
with their audience through their

445
00:16:35,433 --> 00:16:38,987
DMs, direct messages for those who
don't know what that is.

446
00:16:38,887 --> 00:16:38,974
Okay.

447
00:16:38,974 --> 00:16:40,281
Just like that.

448
00:16:40,381 --> 00:16:43,383
So number two, number three,
first, sorry, it's early.

449
00:16:43,383 --> 00:16:43,509
Okay.

450
00:16:43,509 --> 00:16:44,805
I need my coffee.

451
00:16:44,705 --> 00:16:45,585
It's a podcast.

452
00:16:45,585 --> 00:16:47,094
It's brought to you by yeah.

453
00:16:47,094 --> 00:16:47,516
Americano.

454
00:16:47,516 --> 00:16:50,046
If it sounds like I'm a little

455
00:16:50,146 --> 00:16:50,748
salty today.

456
00:16:50,748 --> 00:16:51,029
Yeah.

457
00:16:51,029 --> 00:16:54,842
I told you the beginning, the
Oilers lost last night, a game

458
00:16:54,742 --> 00:16:55,487
they shouldn't have.

459
00:16:55,387 --> 00:16:57,415
So you're feeling it right now.

460
00:16:57,415 --> 00:16:59,688
So number three, one of the
biggest mistakes I've seen, and I

461
00:16:59,788 --> 00:17:01,473
was trending down that path as a
mortgage broker myself.

462
00:17:01,472 --> 00:17:05,270
I'll tell you this, out of the
three I'm going to share with you,

463
00:17:05,270 --> 00:17:12,788
there was only one that, well, the
main one, the marketing plan.

464
00:17:12,788 --> 00:17:13,381
I had a marketing plan.

465
00:17:13,381 --> 00:17:14,123
My social media, didn't have it.

466
00:17:14,123 --> 00:17:15,153
Next one I'm going to share it
through.

467
00:17:15,131 --> 00:17:16,550
Yeah, I relied on some of that.

468
00:17:16,550 --> 00:17:19,819
So I was making two of the

469
00:17:19,819 --> 00:17:20,001
mistakes.

470
00:17:20,001 --> 00:17:23,815
The one, the big, big one, I had a

471
00:17:23,915 --> 00:17:25,086
marketing plan.

472
00:17:25,086 --> 00:17:30,135
I could map out exactly where I

473
00:17:30,135 --> 00:17:34,652
was getting my business from and
boom, boom, boom, boom, boom.

474
00:17:34,652 --> 00:17:39,323
And if there was a faucet and I
needed business, what to go do?

475
00:17:39,323 --> 00:17:44,399
I could just turn a faucet on and
go and go get business.

476
00:17:44,399 --> 00:17:46,963
So I had my marketing plan figured
out.

477
00:17:46,963 --> 00:17:52,200
I was ahead of the curve on that
and said, how do you marketing

478
00:17:52,100 --> 00:17:54,580
plan?
I just found something that worked

479
00:17:54,580 --> 00:17:56,679
for me that felt comfortable.

480
00:17:56,679 --> 00:17:58,778
And I just kept doing it.

481
00:17:58,778 --> 00:18:01,630
And then I just, oh, I enjoy this.

482
00:18:01,530 --> 00:18:02,887
I'm going to keep doing it.

483
00:18:02,887 --> 00:18:04,243
I go, I'm onto something.

484
00:18:04,243 --> 00:18:04,583
Wow.

485
00:18:04,583 --> 00:18:07,744
I'm going to keep doing this.

486
00:18:07,844 --> 00:18:10,294
And then I just didn't stop.

487
00:18:10,294 --> 00:18:11,437
I never switched gears.

488
00:18:11,437 --> 00:18:13,603
So it became a marketing plan and

489
00:18:13,600 --> 00:18:16,713
a very good one.

490
00:18:16,713 --> 00:18:17,780
One that would work very well

491
00:18:17,780 --> 00:18:18,473
today as well.

492
00:18:18,473 --> 00:18:18,580
Okay.

493
00:18:18,580 --> 00:18:20,073
So number three was law of the
brokers.

494
00:18:20,073 --> 00:18:22,326
They are, they're built a business
that is relying on referrals.

495
00:18:22,326 --> 00:18:26,147
And I've told you love referral
based before, love them.

496
00:18:26,047 --> 00:18:29,444
businesses, But there's pros and
cons with everything in life.

497
00:18:29,344 --> 00:18:32,195
Do you really want your entire
business built on someone else's

498
00:18:32,195 --> 00:18:33,676
efforts?
On someone else's marketing sales

499
00:18:33,776 --> 00:18:35,887
efforts, and building skills, up
trust and closing clients and

500
00:18:35,987 --> 00:18:37,545
getting them to work with you.

501
00:18:37,545 --> 00:18:39,700
The market turns to shit and now

502
00:18:39,700 --> 00:18:41,106
they don't have business.

503
00:18:41,106 --> 00:18:42,456
Now you don't have business.

504
00:18:42,456 --> 00:18:45,429
Like you need to have a direct to
consumer model where you market

505
00:18:45,429 --> 00:18:47,604
and you can find business without
relying on someone else.

506
00:18:47,604 --> 00:18:50,142
If majority of your business comes
from referral partners, that's

507
00:18:50,142 --> 00:18:50,650
okay.

508
00:18:50,650 --> 00:18:52,939
But you need to understand the ups

509
00:18:52,939 --> 00:18:57,490
and downs that come with that.

510
00:18:57,490 --> 00:18:59,290
It's like if you build your entire

511
00:18:59,290 --> 00:19:02,359
business around this one little
thing and then we just unplug it

512
00:19:02,359 --> 00:19:04,068
one day, you're like, ah, shit.

513
00:19:04,068 --> 00:19:05,428
I don't have a business anymore.

514
00:19:05,408 --> 00:19:06,166
Right?
You have to be cognizant of this.

515
00:19:06,166 --> 00:19:07,175
So it's awesome to have referral
partners.

516
00:19:07,175 --> 00:19:10,816
I love it, but you need to have a
way to just go get clients

517
00:19:10,816 --> 00:19:10,954
yourself.

518
00:19:10,954 --> 00:19:12,054
You have to.

519
00:19:12,054 --> 00:19:16,260
And a lot of producing agents felt
it over the past two, two and a

520
00:19:16,360 --> 00:19:19,900
half years, and are going to
continue feeling it because the

521
00:19:20,100 --> 00:19:23,927
realtors are feeling it and and
they're gun shy too.

522
00:19:23,927 --> 00:19:30,060
The realtors are gun shy.

523
00:19:29,882 --> 00:19:30,060
They're coming in like a lot of

524
00:19:30,084 --> 00:19:38,768
realtors from the, I've talked to,
I talked to a bunch of realtors

525
00:19:38,746 --> 00:19:39,203
too and mortgage brokers about
this stuff.

526
00:19:39,049 --> 00:19:45,050
The conversation I'm being had is
the realtors are a little more gun

527
00:19:44,884 --> 00:19:46,495
shy to pass deals off to mortgage
brokers when they can just get

528
00:19:46,595 --> 00:19:49,122
them from the bank because just
another obstacle they have to

529
00:19:49,122 --> 00:19:53,032
fight their client to do or push
their client, convince their

530
00:19:53,032 --> 00:19:57,476
client to do when they haven't had
business in a while and they don't

531
00:19:57,476 --> 00:19:59,303
want to rock the boat.

532
00:19:59,303 --> 00:20:00,869
It's backwards thinking, yes, but

533
00:20:00,869 --> 00:20:01,979
it's what's happening.

534
00:20:01,979 --> 00:20:04,345
The banks are ruthless right now.

535
00:20:04,345 --> 00:20:06,857
They all usually always are, but
it's even worse now.

536
00:20:06,857 --> 00:20:11,333
Deals are hard, hard, hard to come
by.

537
00:20:11,333 --> 00:20:15,301
So if I'm navigating and trying to
find referral partners to get me

538
00:20:15,301 --> 00:20:18,591
business to, but I might have to
deal with 40 referral partners and

539
00:20:18,572 --> 00:20:21,076
manage and juggle all that.

540
00:20:21,076 --> 00:20:21,384
That's exhausting, right?

541
00:20:21,384 --> 00:20:25,843
If you can find your three, four,
five, six awesome rock stars,

542
00:20:25,843 --> 00:20:26,460
that's awesome.

543
00:20:26,880 --> 00:20:28,597
It's just something you need to be

544
00:20:28,597 --> 00:20:31,874
cognizant of because I've seen the
people who have these

545
00:20:31,774 --> 00:20:33,320
referral-based businesses and
their 60, 70%.

546
00:20:33,320 --> 00:20:35,930
And so these all sort of bleed
into each other, right?

547
00:20:35,930 --> 00:20:37,542
They all come around marketing.

548
00:20:37,542 --> 00:20:40,293
If you think about it, everything

549
00:20:40,293 --> 00:20:43,267
always comes back to marketing.

550
00:20:45,854 --> 00:20:47,923
Marketing rules the world.

551
00:20:47,923 --> 00:20:52,156
Every time you walk down the
street, turn on the TV, turn on

552
00:20:52,156 --> 00:20:55,252
your phone, drive down the street,
look in a magazine, look at

553
00:20:55,252 --> 00:20:56,400
anything you marketing, marketing.

554
00:20:56,400 --> 00:20:57,922
Someone is vying for your

555
00:20:57,922 --> 00:21:01,407
attention so they can put it here
and monetize it.

556
00:21:01,407 --> 00:21:02,473
That's the world we're in.

557
00:21:02,473 --> 00:21:04,188
It's been that way for a long

558
00:21:04,188 --> 00:21:05,808
time, like a very long time.

559
00:21:05,808 --> 00:21:07,233
The best marketer always wins.

560
00:21:07,233 --> 00:21:10,676
And my hope is that you listen to
this and you finally realize that

561
00:21:10,676 --> 00:21:14,283
if you have the best marketing or
you have very good marketing as a

562
00:21:14,283 --> 00:21:14,974
mortgage broker, nothing else
matters.

563
00:21:14,974 --> 00:21:16,877
As a responsible business owner,
it doesn't sound cool.

564
00:21:16,977 --> 00:21:18,780
You're like, well, no, it does.

565
00:21:19,320 --> 00:21:19,940
Yes, I agree.

566
00:21:19,940 --> 00:21:23,154
But I'm saying you will always
have money in the bank account if

567
00:21:23,154 --> 00:21:25,197
you are a good marketer.

568
00:21:25,097 --> 00:21:26,751
If you are a good broker, bad

569
00:21:26,751 --> 00:21:29,278
marketer, no money in bank
account.

570
00:21:29,278 --> 00:21:32,816
Bunch of times where you'll have
no money.

571
00:21:32,716 --> 00:21:34,421
Good marketer, bad mortgage
broker, always have money.

572
00:21:34,421 --> 00:21:39,468
else wants to When it was awesome
and rates were low and people were

573
00:21:39,468 --> 00:21:42,868
coming out of the woodwork saying
oh no just the best mortgage

574
00:21:42,768 --> 00:21:45,963
broker marketing only gets you so
far if you don't know how to close

575
00:21:45,925 --> 00:21:54,860
the deal blah blah blah oh and
then interest rates are five six

576
00:21:55,460 --> 00:22:00,580
seven percent now look how many
swings of the plate you're getting

577
00:22:00,600 --> 00:22:06,401
look how many leads are coming in
not so many wouldn't it be cool if

578
00:22:06,401 --> 00:22:10,840
you're good at marketing?
Ah, ding, ding, ding, ding, ding,

579
00:22:10,840 --> 00:22:11,391
ding, ding.

580
00:22:11,391 --> 00:22:12,356
Marketing always wins.

581
00:22:12,356 --> 00:22:12,701
Every industry.

582
00:22:12,801 --> 00:22:13,321
Marketing, marketing, marketing.

583
00:22:13,321 --> 00:22:14,355
Brand, brand, brand.

584
00:22:14,355 --> 00:22:16,095
Always, always freaking wins.

585
00:22:16,095 --> 00:22:22,220
Another mistake stop producing
agents making is their database

586
00:22:22,320 --> 00:22:23,783
marketing game.

587
00:22:23,783 --> 00:22:25,898
Weak or non-existent, which should

588
00:22:25,898 --> 00:22:30,644
shouldn't be not shocked anymore
but for a couple of people i was

589
00:22:30,644 --> 00:22:33,680
flabbergasted never used that word
on this podcast i was like uh

590
00:22:33,680 --> 00:22:38,645
excuse me now what you don't send
out emails and you have a database

591
00:22:38,645 --> 00:22:40,973
of 2400?
When was the last time you

592
00:22:40,973 --> 00:22:44,140
contacted them?
I'm ashamed to say it was like

593
00:22:44,140 --> 00:22:45,400
over two years ago.

594
00:22:45,400 --> 00:22:45,960
Excuse me?

595
00:22:45,960 --> 00:22:48,620
Excuse me?
I'm like sitting here going, what?

596
00:22:48,620 --> 00:22:51,182
Or yeah, I do.

597
00:22:51,182 --> 00:22:51,686
Okay.

598
00:22:51,786 --> 00:22:54,142
What do you send?
Fire it over to me.

599
00:22:54,142 --> 00:22:54,261
Let's see.

600
00:22:54,261 --> 00:22:55,820
Let's take a look.

601
00:22:56,480 --> 00:22:57,318
That's what you're sending?
Yeah.

602
00:22:57,318 --> 00:22:58,378
And it doesn't work.

603
00:22:58,378 --> 00:22:59,718
Well, no shit, you that from your

604
00:22:59,718 --> 00:22:59,774
brokerage.

605
00:22:59,774 --> 00:23:02,925
It looks like some corporate

606
00:23:02,925 --> 00:23:07,340
person, the tie that doesn't even
know anything about the industry,

607
00:23:08,560 --> 00:23:11,973
just wrote this super long jargon
article in this outdated look.

608
00:23:11,873 --> 00:23:22,558
And then you fire it out and you
think people are going to like,

609
00:23:22,558 --> 00:23:24,861
like what?
Like, just like reply and go, man,

610
00:23:24,861 --> 00:23:26,138
I read your 17 paragraph article.

611
00:23:26,138 --> 00:23:26,452
So cool.

612
00:23:26,452 --> 00:23:29,119
Can we do a refinance?
That used to work back in the day.

613
00:23:29,119 --> 00:23:31,386
I remember when I started with
DLC, DLC was probably called

614
00:23:31,386 --> 00:23:31,690
something else.

615
00:23:31,690 --> 00:23:33,635
And they had emails, and they hung

616
00:23:33,635 --> 00:23:34,720
their hat on this.

617
00:23:34,720 --> 00:23:37,163
And this is, it is what it is,

618
00:23:37,163 --> 00:23:38,682
right?
This isn't throwing DLC under the

619
00:23:38,682 --> 00:23:40,179
bus, but it is what it is.

620
00:23:40,179 --> 00:23:41,596
Their database marketing, not so

621
00:23:41,696 --> 00:23:41,873
good.

622
00:23:41,873 --> 00:23:43,644
Back then, it was good because

623
00:23:43,644 --> 00:23:48,940
they were the only ones doing
consistent marketing, and they

624
00:23:49,580 --> 00:23:55,766
gave it all to you, and it was
like, oh, this is cool.

625
00:23:55,766 --> 00:24:00,682
I even knew back then it wasn't
good.

626
00:24:00,682 --> 00:24:07,012
And fast forward to now, it's the
same, they're the same system,

627
00:24:07,012 --> 00:24:10,456
right?
And a lot of other networks, same

628
00:24:10,456 --> 00:24:11,004
thing.

629
00:24:11,004 --> 00:24:13,857
So I'm just saying, if you think

630
00:24:13,857 --> 00:24:17,890
your email marketing doesn't work
and email marketing is dead and it

631
00:24:17,890 --> 00:24:21,367
doesn't get you business and
doesn't get book calls and doesn't

632
00:24:21,368 --> 00:24:23,864
keep you in front of people.

633
00:24:23,864 --> 00:24:25,651
it's just Well, you're not doing

634
00:24:25,651 --> 00:24:26,374
it right.

635
00:24:26,374 --> 00:24:28,815
And I'm seeing it firsthand with

636
00:24:28,815 --> 00:24:30,351
top producing agents with
databases.

637
00:24:30,351 --> 00:24:33,206
And I'm are you kidding me?
like, There's so much opportunity

638
00:24:33,206 --> 00:24:33,883
in that database.

639
00:24:33,883 --> 00:24:34,786
if I I'd build something.

640
00:24:34,886 --> 00:24:36,196
I'd get something weekly from it.

641
00:24:36,196 --> 00:24:38,064
Value, value, value, ask.

642
00:24:37,964 --> 00:24:39,639
Value, value, value, ask.

643
00:24:39,639 --> 00:24:44,912
I'd show and not tell.

644
00:24:44,912 --> 00:24:48,301
I'd show them what I do.

645
00:24:48,301 --> 00:24:49,977
I'd show them things.

646
00:24:49,977 --> 00:24:54,418
I'd come up with good hooks, come
up with great subject lines.

647
00:24:54,418 --> 00:24:56,568
Boom, people would open.

648
00:24:56,568 --> 00:24:58,944
Engagement would go up.

649
00:24:59,044 --> 00:25:01,944
I'd get them with a big call to
action.

650
00:25:01,944 --> 00:25:04,215
They'd be booking calls on my
calendar.

651
00:25:04,315 --> 00:25:07,034
What happens after that?
Different story.

652
00:25:07,034 --> 00:25:10,906
Up to you how good you are on that
discovery call.

653
00:25:10,906 --> 00:25:17,033
But the moral of the story here is
I've been talking and coaching a

654
00:25:17,033 --> 00:25:24,238
lot of brokers from brand new
people all the way up to $120

655
00:25:24,238 --> 00:25:25,460
million a year people.

656
00:25:25,640 --> 00:25:26,780
And the stories are the same.

657
00:25:26,767 --> 00:25:29,540
And so I want to just shed some
light on that for you.

658
00:25:29,640 --> 00:25:32,000
Everyone puts their pants on the
same, right?

659
00:25:32,000 --> 00:25:34,170
One leg at a time, that old
saying, they do that.

660
00:25:34,270 --> 00:25:37,858
The people over here that you
think have their shit together,

661
00:25:37,858 --> 00:25:38,382
they don't.

662
00:25:38,382 --> 00:25:40,740
They just have a longer runway

663
00:25:40,800 --> 00:25:42,276
than you because they either have
A, more money in the bank.

664
00:25:42,271 --> 00:25:45,654
B, they can rely on some, they
have a little more street smarts,

665
00:25:45,554 --> 00:25:47,550
better, a little better at sales
here.

666
00:25:47,550 --> 00:25:50,873
They do have some referral
partners coming in, but they're

667
00:25:50,873 --> 00:25:53,820
nowhere near where they, where
they were.

668
00:25:53,720 --> 00:25:55,487
And they're starting to realize
it.

669
00:25:55,487 --> 00:25:59,207
They're starting to realize, I
actually don't have a business.

670
00:25:59,207 --> 00:26:01,910
I was just a person winging it,
talking to people, dealing,

671
00:26:01,910 --> 00:26:04,108
reacting instead of was going with
that more.

672
00:26:04,108 --> 00:26:06,791
They were playing defense deals
come in.

673
00:26:06,633 --> 00:26:10,230
You play defense from all the
deals coming in.

674
00:26:10,189 --> 00:26:10,312
You're like, ah, okay, okay, okay.

675
00:26:10,272 --> 00:26:11,880
Instead of on the offense, they're

676
00:26:11,868 --> 00:26:11,880
not out looking for business.

677
00:26:13,780 --> 00:26:14,335
They're not out building marketing

678
00:26:14,327 --> 00:26:14,527
plans.

679
00:26:14,411 --> 00:26:29,848
And a lot of you are that.

680
00:26:29,848 --> 00:26:31,150
You're playing defense.

681
00:26:31,150 --> 00:26:33,057
You're sitting there waiting for

682
00:26:33,057 --> 00:26:36,261
someone to talk to you, someone to
come up to you, someone that is

683
00:26:36,261 --> 00:26:39,002
not happy with the bank, someone
that's got a bad rate and you can

684
00:26:38,902 --> 00:26:39,220
beat it.

685
00:26:39,220 --> 00:26:40,752
You're waiting for someone that

686
00:26:40,652 --> 00:26:44,027
someone else screwed up on to come
to you, if that was a banker or

687
00:26:44,027 --> 00:26:47,030
broker, someone in hard times that
needs to go down a different

688
00:26:47,030 --> 00:26:48,673
avenue that they don't have access
to.

689
00:26:48,673 --> 00:26:49,410
You're sitting there You're
waiting.

690
00:26:49,410 --> 00:26:50,039
playing You defense.

691
00:26:50,039 --> 00:26:52,332
need to go down a different avenue

692
00:26:52,332 --> 00:26:54,548
that they don't have access You're
sitting to.

693
00:26:54,548 --> 00:26:55,279
there waiting.

694
00:26:55,279 --> 00:26:56,708
You're playing defense.

695
00:26:56,708 --> 00:26:59,924
You need to go on the offensive.

696
00:26:59,924 --> 00:27:02,306
You need to go and aggressively

697
00:27:02,306 --> 00:27:06,053
tell people what you do and show
people what you do.

698
00:27:06,053 --> 00:27:10,155
And the only way you can do that,
the only way is social media.

699
00:27:10,155 --> 00:27:11,975
So, this is a longer podcast.

700
00:27:11,975 --> 00:27:14,074
Didn't mean for it to be this

701
00:27:13,974 --> 00:27:14,337
long.

702
00:27:14,337 --> 00:27:15,071
I apologize.

703
00:27:14,971 --> 00:27:19,694
A little salty after the Oilers,
but all the energy was there.

704
00:27:19,594 --> 00:27:24,173
That's exactly what I wanted to
get out is that we're all the

705
00:27:24,173 --> 00:27:26,654
same, but we're not, but we are as
brokers.

706
00:27:26,654 --> 00:27:28,256
We all the same problems we have.

707
00:27:28,256 --> 00:27:30,837
We're not very good We don't have

708
00:27:30,737 --> 00:27:31,658
a marketing plan.

709
00:27:31,658 --> 00:27:32,696
Our email marketing sucks.

710
00:27:32,696 --> 00:27:36,280
And we probably rely on other
people too much to feed us

711
00:27:36,280 --> 00:27:36,600
business.

712
00:27:36,600 --> 00:27:37,917
Those four things are very

713
00:27:37,917 --> 00:27:39,155
consistent across the board.

714
00:27:39,255 --> 00:27:41,500
So then the question what is, are

715
00:27:41,500 --> 00:27:43,740
you going to do about it?
That's it, kids.

716
00:27:43,740 --> 00:27:44,780
Peace out.

717
00:27:44,880 --> 00:27:45,580
Go Oilers.