251: WHO You Market to is More Important Than HOW

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Welcome to the mortgage game.

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I truly, truly believe that

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

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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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All right, welcome to the Mortgage
Game Podcast, West Coast Wiley in

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the house.

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This is a first time for

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everything, kids.

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We are live on video.

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Whoa.

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Ryan, how do you do that?

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Well, you jam your phone in
between your dash and the

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windshield.

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But I wanted to take you on a

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journey.

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And the reason I'm doing this is

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so for those of you listening,
most of you right now are just

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listening to this in audio.

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There will be a physical clip of

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this.

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You can go watch, we're probably

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going to throw these up on YouTube
at some point.

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And moving forward, there'll be
more consistently on there.

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But we're also going to, this is
part of the journey we're on.

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We're on this journey of show
don't tell just documenting what

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we're doing.

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I do so much coaching, so many

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things within the day that I tend
to think are maybe a little

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boring, but I know the people out
there that pay attention to what

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I'm doing don't.

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And they'd find some interesting

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things about it.

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That's the way the world works.

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That's where we're trending is you
want to be like in a camera over

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someone's shoulder, just checking
out what they're doing.

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I know I would be for the people
that I follow and the people that

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I listen to and get my knowledge
from and coaching and all that

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stuff.

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And so this is part of that

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journey is documenting these
podcasts, me going on camera.

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I'll share with you, this is where
I do it, right?

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So pretty sweet.

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We're, as you can see, mountains

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and water and all that awesome
stuff.

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And I just like being, I have to
get this thing right again.

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I just like being in front of
water.

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I don't know why I just do.

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It makes me feel better about

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myself and what I'm doing and puts
me at ease.

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It calms me down.

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I'm a really calm person as it is,

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but you will start seeing this.

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We are going to, I'm going to be

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doing a lot of my coach.

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I do coaching every day.

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A lot of it's one-on-one stuff.

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And so I'm videoing that I'm going

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to video all those one-on-one and
I'm going to just take out

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snippets.

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This is stuff that you should be

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doing too.

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If you're on strategy calls with

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clients, if you're on zoom calls
with clients, like you can share

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pieces of the recording, uh, as
your reels for social, they don't,

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the clients don't have to be in
it.

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So my students won't be in unless
they go, yeah, that's fine, Ryan,

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use that clip.

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Then we'll put them in it, right?

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Because there's so many gold
nuggets, so much awesome training

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that we do every single day.

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I'm going to just show the people

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out there more of it.

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And then hopefully you're like,

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okay, yeah, this guy's actually is
pretty fricking good at what he

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does.

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That's cool.

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I learned that.

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i learned that i learned that it's

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like more than the podcast right
so i want to take you on that

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journey so i'm gonna change this
camera thing i might butchered it

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already oh there we go we'll roll
with that uh so that's what we're

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doing and i'm using a software i
used to use um anchor.fm which was

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bought by spotify and now i don't
even think we can record podcasts

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in there used to be just a nice
free app now i'm using

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riverside.fm So for anyone who's
trying to create any type of

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content like this, it's
phenomenal.

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You can click a button video or
just audio or it gives you both.

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It'll be inside the app and then
you can go in on your desktop and

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you can go into it and you can
clean up the sound quality.

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You can take out the ums and ahs.

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It'll give you an AI transcript.

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You can also just click a button
and it'll cut out the clips for

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you and they'll use And AI.

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then you can throw captions on it

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and then just download and upload
to any social platform.

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So if you plan on interviewing
people, if you plan on whatever

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calls you're doing, right, you can
do them on Riverside.

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So instead of Zoom, you can use
Riverside and then turn it into

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content.

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Zoom, there's a couple more steps.

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So Zoom, the good benefit of Zoom,
some of you might not need this

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information, but some of you might
appreciate it.

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Riverside, I think it's up to
eight people can be in on the

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call.

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Zoom, it's obviously many, many

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more.

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So that's the differences between

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Zoom and Riverside.

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And Riverside is much more ability

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to chop, slice and dice AI and
edit and whatnot and to help you

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so you can repurpose it.

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So it's all about repurposing the

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stuff you're already doing.

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Okay, this podcast is brought to

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you by Americano.

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That will never change.

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Unless there's a sponsor that
wants to throw sponsor that wants

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to throw big, big bucks.

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moving forward.

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Okay, So I recently did some
training on this and I got a lot

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of messages after going, Ryan,
that was so good.

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That was so good.

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And so I want to just give, I did

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it inside Strategy Hub and I want
to, I'm going to do this with

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anyone who's on my team.

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I'm going to, this is part of our

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journey together.

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So I want to share a piece of it

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with you because it's very, very
important.

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There's a big, big problem in the
mortgage space that mortgage

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brokers just aren't good at
marketing.

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We're not.

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Some people are.

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99% of you you suck at marketing,
which is cool.

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That's okay because you just need
to know people who are good at it

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and then build your own thing.

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You need a marketing plan and you

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need that marketing plan.

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There's four or five pieces of the

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marketing plan.

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You need to understand who your

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avatar is.

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And it's not just, I do mortgages.

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No, no, no, that's not an avatar.

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And so today, we're going to break

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down how to understand who your
avatar is.

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You can have multiple avatars, but
your marketing plan has to be

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specific to a certain avatar.

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Think of smart water, that bottle

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of water.

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They sell water.

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Kids drink it.

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Seniors drink it.

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Everyone in between drinks it.

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A lot of people drink it.

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That's their marketing.

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They're not appealing to kids and

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seniors.

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They're appealing to that

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demographic, whatever they deem,
that has disposable income, that

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wants to spend $5 to $7 on a
bottle of water that lives a

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healthier lifestyle and both
because it's like hey this has

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minerals and has this and that
like but it's water a lot of

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people drink the water but they're
not marketing to everybody so it's

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a big mistake brokers make is you
go i do mortgages i help everybody

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you're speaking to no one you have
to have a marketing plan so

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marketing plan has an avatar and
then you come around you go then

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you have to find where the avatar
is and once you find where the

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avatar is then you need to have a
marketing plan.

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So marketing plan has an avatar.

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And then you come around, you then

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go, you have to find where the
avatar And is.

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once you find where the avatar is,
then you need to come up with

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hooks to market to the avatar.

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And then after that, you need call

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to action.

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After you put that hook in front

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of your avatar, what's the call to
action for them.

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And so I'm not going to go deep on
that marketing plan.

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That's some training I did just
recently do I'm gonna go deeper on

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the avatar piece, which is very,
very important.

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This is an exercise you should do.

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You should sit there and write

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down and figure out who your
avatar is.

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So I ask you in the past 12
months, pick a file, pick a type

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of client that you just love, love
working with.

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And let's call that person
something.

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Let's map out exactly who they
are.

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So for me, it was Tom and Sally
Smith.

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So when things got slow, I didn't
go, hey, or when the market

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shifts, I didn't go, hey, I need
to go find some Bob's and Frank's

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and I need to go do everything.

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I need to like those restaurants.

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I've used this analogy before, you
know, the Chinese food restaurant

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that all of a sudden business gets
slow and they're like, oh, I need

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now we're just going to serve hot
dogs and hamburgers.

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It's like, no, no, just get
really, really good at marketing

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what you're already doing.

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hone in, we have organic food,

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it's fresh to order, there's no
MSG, there's like, let's get

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better at our marketing to our
avatar.

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Some friends of mine came back
from Italy recently, they went to

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Sicily.

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And one of the things they said

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about that was really cool was,
and they have kids.

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And so every time you go somewhere
with kids, you're always wondering

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what the kids menu is.

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And typically, if you've been out

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in tournaments, and you travel,
like blah, blah, blah, it's the

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same crap everywhere you go, you
could go to a pasta restaurant.

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And the kids is like hot dog,
grilled cheese, chicken fingers,

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it's like the same stuff.

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In Italy, they're like, they

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didn't do that.

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They just said the kid, we have a

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kid's menu, but it's pasta, pasta,
pasta, pasta, different kinds of

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pasta.

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He's like, it was so nice to see.

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They didn't cater to try to cater
to anybody else.

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They go, this is our avatar.

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Come in and eat our pasta, love

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our pasta, do what you do.

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We're not tweaking our business

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model for you.

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Right?

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It's phenomenal because none of
these places, if they were to do

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that, they're going to make shitty
frozen chicken fingers.

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They're going to you're going to
have some Italian cook, who's like

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proud of the sauce and the pasta
they're making, stopping

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everything to go make a frickin
grilled cheese sandwich.

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Right?
And that's what while you're doing

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your mortgage business, instead of
you just getting identifying who

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the avatar is, then putting a
marketing plan to go find more of

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that avatar.

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You try to switch gears so fast.

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Like, oh, now I do B, now I do
private.

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Now I do A, if you weren't doing
A. Now I do commercial, I'll

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dabble in that, I'll do anything.

250
00:08:24,690 --> 00:08:26,355
Now I do leasing equipment.

251
00:08:26,355 --> 00:08:29,936
Yeah, I get paid on that and like
all these things.

252
00:08:29,936 --> 00:08:31,798
So let's talk about your avatar.

253
00:08:31,798 --> 00:08:33,557
For me, it was Tom and Sally

254
00:08:33,557 --> 00:08:36,159
Smith, and Sally Smith,
white-collar professionals,

255
00:08:36,159 --> 00:08:38,284
household income, $200,000 owned
plus, a home, has equity in 70%

256
00:08:38,284 --> 00:08:40,975
it, loan-to-value or lower, owns
no more than three properties.

257
00:08:40,975 --> 00:08:43,924
You get to put your wishlist,
whatever you like on this, right?

258
00:08:43,924 --> 00:08:45,614
Has better than average credit and
pays for services.

259
00:08:45,614 --> 00:08:47,126
That came over our last training.

260
00:08:47,126 --> 00:08:48,255
Someone added that in.

261
00:08:48,255 --> 00:08:49,151
I was like, well, that's a good
one.

262
00:08:49,151 --> 00:08:51,466
Because if you pay for services,
if you pay to have your windows

263
00:08:51,466 --> 00:08:53,639
cleaned and your car detailed and
whatever, groceries delivered and

264
00:08:53,739 --> 00:08:56,179
whatever, then I know you're going
to appreciate working with me

265
00:08:56,179 --> 00:08:58,898
because you're, I deal with a. And
I want people that professionals,

266
00:08:58,898 --> 00:08:59,740
they can appreciate another
professional.

267
00:08:59,640 --> 00:09:09,960
I already understood in building
my avatar out that I was always

268
00:09:09,860 --> 00:09:18,125
going to be competing against the
banks, which I love, love, love,

269
00:09:18,124 --> 00:09:18,343
love competing.

270
00:09:18,343 --> 00:09:18,912
And clients are going to work with

271
00:09:18,796 --> 00:09:23,878
me and they're going to pay a
premium.

272
00:09:23,778 --> 00:09:24,776
I'm never going to be the lowest
interest rate.

273
00:09:24,730 --> 00:09:26,802
10% of the time, maybe I have a
good interest rate at a certain

274
00:09:26,702 --> 00:09:28,471
time with a certain lender, the
loan to value lines up, whatever,

275
00:09:28,528 --> 00:09:28,728
whatever.

276
00:09:28,585 --> 00:09:30,982
But most of the time, maybe I have

277
00:09:30,982 --> 00:09:35,820
a good interest rate at a certain
time with a certain lender, the

278
00:09:35,980 --> 00:09:38,080
loan to value lines up, whatever,
whatever.

279
00:09:38,080 --> 00:09:42,843
But most of the time, they get the
same rate with me or worse, they

280
00:09:42,743 --> 00:09:43,562
pay a premium.

281
00:09:43,562 --> 00:09:47,153
But I love that because the

282
00:09:47,153 --> 00:09:50,865
professionals, when I frame how I
can service my avatar, they get

283
00:09:50,865 --> 00:09:50,931
it.

284
00:09:50,931 --> 00:09:53,184
And it's one of those things, you

285
00:09:53,184 --> 00:09:54,941
either get it or you don't.

286
00:09:54,941 --> 00:09:57,125
If you don't get it, I'm not going

287
00:09:57,125 --> 00:09:58,157
to sit here and try to convince
you.

288
00:09:58,157 --> 00:09:59,689
I'm just going to go find more Tom
and Sally Smiths.

289
00:09:59,689 --> 00:10:02,209
I'm not going to sit here and go,
oh, well, blah, blah, blah.

290
00:10:02,209 --> 00:10:03,134
It's like, you get it.

291
00:10:03,134 --> 00:10:03,919
This is the service I offer.

292
00:10:03,803 --> 00:10:04,045
It's phenomenal.

293
00:10:03,951 --> 00:10:04,696
And I do because of this, this,

294
00:10:04,688 --> 00:10:05,051
and this.

295
00:10:04,856 --> 00:10:05,541
And I give them my hooks because

296
00:10:05,425 --> 00:10:05,835
of this, this, this.

297
00:10:05,720 --> 00:10:06,317
And for me, I protect your family.

298
00:10:06,309 --> 00:10:08,322
I had advanced strategies I used
was showing them how to create

299
00:10:08,322 --> 00:10:10,858
wealth and retire early, pay off
their mortgage in 10 years was

300
00:10:10,958 --> 00:10:14,871
showing them how to create wealth
and retire early, pay off their

301
00:10:14,871 --> 00:10:18,233
mortgage in 10 years, send their
kids to any college and come out

302
00:10:18,233 --> 00:10:18,389
debt-free.

303
00:10:18,389 --> 00:10:20,154
Those are my main three hooks that

304
00:10:20,154 --> 00:10:22,005
I used for years and years and
years and years.

305
00:10:22,005 --> 00:10:25,280
But I also had the other hooks
that I had when I was on discovery

306
00:10:25,280 --> 00:10:27,984
calls with people, right?
So it's my job to protect your

307
00:10:27,984 --> 00:10:28,192
family.

308
00:10:28,192 --> 00:10:30,462
I will set the mortgage up for

309
00:10:30,462 --> 00:10:30,782
you.

310
00:10:30,682 --> 00:10:32,415
Oh, and I wanted a minimum one kid

311
00:10:32,415 --> 00:10:34,532
because then we're talking the
same language, right?

312
00:10:34,532 --> 00:10:35,900
I have children, you have
children.

313
00:10:35,800 --> 00:10:38,360
And I'm not saying I'm not going
to work with everybody else.

314
00:10:38,360 --> 00:10:41,768
But I have to put this energy out
with the hooks and the marketing

315
00:10:41,768 --> 00:10:43,500
out there, I'm going to get my
ideal avatar.

316
00:10:43,500 --> 00:10:44,623
But I'm also going to get a
preconceived notion with you

317
00:10:44,606 --> 00:10:46,770
niching out is that you're going
to miss out on all this other

318
00:10:46,732 --> 00:10:46,782
business.

319
00:10:46,745 --> 00:10:48,500
No, no, no, no, no, no. If that's

320
00:10:48,429 --> 00:10:50,012
my avatar that I just explained to
you already owns a home people

321
00:10:49,938 --> 00:10:50,768
from my database my social my
referral partners they're still

322
00:10:50,768 --> 00:10:53,440
going to send me first-time home
buyers i'm still going to get

323
00:10:53,410 --> 00:10:55,822
those but remember go back to the
beginning this is about building a

324
00:10:55,822 --> 00:10:58,033
marketing plan right you have to
simplify how you think about this

325
00:10:58,033 --> 00:11:00,836
it's not complicated you identify
the avatar my and you name your

326
00:11:00,836 --> 00:11:01,020
avatar.

327
00:11:01,020 --> 00:11:03,060
So when things get slow, you're

328
00:11:03,160 --> 00:11:05,259
like, I need more Tom and Sally
Smith.

329
00:11:05,359 --> 00:11:08,739
Or you get on a call and you go,
is this a Tom and Sally?

330
00:11:08,739 --> 00:11:11,939
And if it's not, I go, is it
someone I want to work with?

331
00:11:11,939 --> 00:11:15,255
Do I make an exception?
No, for X, Y, and Z. And then I

332
00:11:15,255 --> 00:11:18,322
pass them over to someone I trust
that loves working with that

333
00:11:18,322 --> 00:11:19,947
avatar and is really good at it.

334
00:11:19,947 --> 00:11:21,408
I take my 25%.

335
00:11:21,408 --> 00:11:24,475
I take a referral fee and I go
back to focusing on Tom and

336
00:11:24,475 --> 00:11:24,603
Sally's.

337
00:11:24,603 --> 00:11:26,200
So you're not chopping your legs

338
00:11:26,200 --> 00:11:28,408
off by focusing on a niche and an
avatar.

339
00:11:28,408 --> 00:11:30,339
If anything, it starts
strengthening your message more

340
00:11:30,339 --> 00:11:32,201
and more and more to those people.

341
00:11:32,201 --> 00:11:34,661
So you get to speak more to them

342
00:11:34,661 --> 00:11:37,833
because when I'm talking about
protecting your family and setting

343
00:11:37,833 --> 00:11:42,454
up your mortgage, how I would for
myself and laying out the numbers,

344
00:11:42,454 --> 00:11:45,141
you can go in with 100% confidence
with any offer.

345
00:11:45,041 --> 00:11:48,340
So you can be aggressive and you
don't have to come in with an

346
00:11:48,440 --> 00:11:50,466
above like a crazy offer because
you can act quicker because the

347
00:11:50,466 --> 00:11:51,972
way I've set you up for the
pre-approval.

348
00:11:51,972 --> 00:11:52,245
Right.

349
00:11:52,345 --> 00:11:53,545
And if we decide to partner

350
00:11:53,545 --> 00:11:56,872
together, you get rate insurance
means I'm going to monitor your

351
00:11:56,972 --> 00:11:57,744
rates for you.

352
00:11:57,744 --> 00:11:59,476
So the bank across the street who

353
00:11:59,476 --> 00:12:02,347
you bank with, they're not going
to do that.

354
00:12:02,347 --> 00:12:03,627
Their shareholders would not like
that.

355
00:12:03,627 --> 00:12:06,130
If they reach out to you with an
opportunity to save money, they're

356
00:12:06,130 --> 00:12:07,349
mandated to not do that.

357
00:12:07,349 --> 00:12:10,209
That is a service I offer if we

358
00:12:10,209 --> 00:12:10,791
partner together.

359
00:12:10,791 --> 00:12:12,667
It's a very white glove concierge

360
00:12:12,667 --> 00:12:12,861
style service.

361
00:12:12,861 --> 00:12:15,073
So I want to find the people that

362
00:12:15,073 --> 00:12:15,962
appreciate that.

363
00:12:15,962 --> 00:12:16,902
So that's my avatar.

364
00:12:16,902 --> 00:12:19,453
And then step two of that
marketing plan is now I just got

365
00:12:19,453 --> 00:12:23,120
to go figure out where are they?
Where are the avatars?

366
00:12:23,120 --> 00:12:25,973
So for you, you need to identify
who your avatar is.

367
00:12:25,973 --> 00:12:27,698
And so we went through this
exercise.

368
00:12:27,698 --> 00:12:31,178
I had other mortgage brokers do it
when we were doing our call.

369
00:12:31,178 --> 00:12:34,204
And before we get into that, we'll
go to this podcast is brought to

370
00:12:34,204 --> 00:12:35,254
you by Americano.

371
00:12:35,254 --> 00:12:36,860
Oh, man, Starbucks is getting some

372
00:12:36,860 --> 00:12:37,663
free advertising on this.

373
00:12:37,663 --> 00:12:39,980
I should probably hide that

374
00:12:40,020 --> 00:12:42,135
because they probably have some
algorithm that's going to pick up

375
00:12:42,135 --> 00:12:43,941
here that I'm using their logo and
something.

376
00:12:43,941 --> 00:12:45,497
So let's not call this Starbucks.

377
00:12:45,497 --> 00:12:46,411
Let's call it Wartux.

378
00:12:46,411 --> 00:12:46,564
Wartux.

379
00:12:46,564 --> 00:12:46,767
Okay.

380
00:12:46,867 --> 00:12:48,501
And so everyone had different
avatars, which is phenomenal.

381
00:12:48,501 --> 00:12:49,780
Not everyone's looking for a
business.

382
00:12:50,000 --> 00:12:51,996
They're tired of competing because
they don't have their they don't

383
00:12:51,996 --> 00:12:54,829
believe strong enough on what they
do or they don't have the

384
00:12:54,829 --> 00:12:57,671
strategies to like, bring those a
clients to the finish line without

385
00:12:57,671 --> 00:12:59,770
losing them to the bank, which is
cool.

386
00:12:59,770 --> 00:13:04,027
who maybe lost their maybe have a
have some job, equity in the job,

387
00:13:04,027 --> 00:13:06,071
have a bunch of debt, home,
they're completely stressed out,

388
00:13:06,071 --> 00:13:07,668
right?
And that they want to focus on

389
00:13:07,668 --> 00:13:09,599
those people, which is awesome.

390
00:13:09,599 --> 00:13:11,987
We had other people who were

391
00:13:11,987 --> 00:13:14,485
focusing on new to Canada, and
that's their avatar.

392
00:13:14,485 --> 00:13:15,340
And they build it around.

393
00:13:15,460 --> 00:13:16,714
So once you have your avatar

394
00:13:16,714 --> 00:13:19,210
built, and then name your avatar,
we had some funky names going on

395
00:13:19,310 --> 00:13:20,135
yesterday, which was cool.

396
00:13:20,135 --> 00:13:21,589
Mine's just Tom and Sally.

397
00:13:21,589 --> 00:13:23,605
I guys need more Tom and Sally's,
right?

398
00:13:23,605 --> 00:13:26,811
If I imagine whoever your avatar
this, if you had five of those is,

399
00:13:26,778 --> 00:13:30,108
avatars a that's 60 deals, month,
it's 20 to 30 For a lot of that's

400
00:13:30,108 --> 00:13:31,950
For some of you're no, million.

401
00:13:31,950 --> 00:13:32,330
you, amazing.

402
00:13:32,310 --> 00:13:37,100
you, like, well, So okay.

403
00:13:37,720 --> 00:13:41,992
times it by right?

404
00:13:41,992 --> 00:13:45,514
three, The cool part about this is
when you identify your avatar, you

405
00:13:45,614 --> 00:13:48,383
take and you start dealing with
your avatar and you start

406
00:13:48,383 --> 00:13:49,892
believing that that's who you can
help.

407
00:13:49,892 --> 00:13:52,257
You start taking down the road
when you have those avatars, it

408
00:13:52,157 --> 00:13:54,472
creates a lot less pressure and
friction and stress on the

409
00:13:54,472 --> 00:13:55,276
infrastructure of your business.

410
00:13:55,176 --> 00:14:05,494
So if you have any fulfillment or

411
00:14:05,334 --> 00:14:05,509
underwriting or assistant or
whoever helping you, if they're

412
00:14:05,468 --> 00:14:09,805
constantly switching gears and
dealing with A and B and last

413
00:14:09,805 --> 00:14:11,333
second deals and privates and
like, they're just, that's our

414
00:14:11,322 --> 00:14:12,498
industry, by the way, everyone's
fricking winging it.

415
00:14:12,498 --> 00:14:14,471
And they're just like, ah, and so
you have these people that are

416
00:14:14,471 --> 00:14:16,091
working for you that you're
stressing the fuck out.

417
00:14:16,091 --> 00:14:18,772
And eventually they're not going
to be able to put up with it

418
00:14:18,772 --> 00:14:18,930
anymore.

419
00:14:18,930 --> 00:14:20,791
They're not going to like it.

420
00:14:20,691 --> 00:14:23,885
If you could go to them and go,
who are the people you'll be like

421
00:14:23,985 --> 00:14:32,938
working with?
Okay, let's go find those people.

422
00:14:32,760 --> 00:14:32,869
I agree with you.

423
00:14:32,835 --> 00:14:32,922
Oh my God.

424
00:14:32,883 --> 00:14:36,702
Also, if you're a one man band,
one woman band show, that's fine

425
00:14:36,668 --> 00:14:36,718
too.

426
00:14:36,673 --> 00:14:36,760
Think of the pressure and the

427
00:14:36,721 --> 00:14:42,193
stress that goes away when you're
only dealing with your avatar,

428
00:14:42,160 --> 00:14:42,625
your Tom and Sally Smith.

429
00:14:42,425 --> 00:14:42,907
That's all you ever have.

430
00:14:42,789 --> 00:14:46,531
If 90% of your business is that,
how does that change things for

431
00:14:46,531 --> 00:14:47,547
you?
You know the answers.

432
00:14:47,547 --> 00:14:48,515
You know the answers.

433
00:14:48,515 --> 00:14:49,776
You know what their problems are.

434
00:14:49,676 --> 00:14:50,892
You know how to solve them.

435
00:14:50,886 --> 00:14:53,048
You know how to talk to them.

436
00:14:53,048 --> 00:14:55,496
You know how to respond to them.

437
00:14:55,496 --> 00:14:57,700
You already know what's coming.

438
00:14:57,700 --> 00:14:58,585
You know your competition.

439
00:14:58,585 --> 00:14:59,782
If i'm constantly switching gears

440
00:14:59,782 --> 00:15:04,147
which i don't understand when
people do this i don't i will

441
00:15:04,147 --> 00:15:06,765
never understand why brokers
switch gears and feel like a lead

442
00:15:06,765 --> 00:15:11,450
comes in and they can help them
i'll find a solution sure but

443
00:15:11,550 --> 00:15:14,301
you're not being a responsible
business owner you're not i've

444
00:15:14,301 --> 00:15:15,010
talked about this a lot.

445
00:15:15,010 --> 00:15:15,634
You're not.

446
00:15:15,634 --> 00:15:16,813
You're letting your business down.

447
00:15:16,813 --> 00:15:17,048
Right?

448
00:15:17,048 --> 00:15:17,933
You are.

449
00:15:17,933 --> 00:15:19,760
So it's like, think of it.

450
00:15:19,760 --> 00:15:22,080
You're thinking of a business idea
before you even know the business

451
00:15:21,980 --> 00:15:22,880
you're getting into.

452
00:15:22,880 --> 00:15:24,020
And then you're like, and let's

453
00:15:24,020 --> 00:15:30,034
say I keep going back to
restaurants because I love

454
00:15:30,034 --> 00:15:30,279
restaurants.

455
00:15:30,279 --> 00:15:31,321
And you go back there.

456
00:15:31,221 --> 00:15:31,425
Okay.

457
00:15:31,425 --> 00:15:32,407
And we're going to do barbecue.

458
00:15:32,407 --> 00:15:32,607
Okay.

459
00:15:32,671 --> 00:15:33,367
We're going to do barbecue.

460
00:15:33,267 --> 00:15:33,348
Yeah.

461
00:15:33,348 --> 00:15:33,594
Yeah.

462
00:15:33,594 --> 00:15:34,185
And everyone's on board.

463
00:15:34,085 --> 00:15:34,881
And you're like, yeah.

464
00:15:34,781 --> 00:15:35,640
And then someone walks in.

465
00:15:35,640 --> 00:15:37,682
They're like, do you guys have

466
00:15:37,682 --> 00:15:41,837
pizza here and you're like yeah
yeah yeah we got pizza and then

467
00:15:41,837 --> 00:15:47,085
you make up some jimmy jam thing
you figured out in the next week

468
00:15:47,085 --> 00:15:51,417
you have a half-assed pizza on the
menu you're like yeah we had like

469
00:15:51,417 --> 00:15:55,037
two people walk in and go do we
serve pizza and then someone

470
00:15:55,037 --> 00:15:57,589
walked in they're like do you have
fries you serve fries you're like

471
00:15:57,589 --> 00:16:02,730
oh shit we don't have a deep fry
we'll bake them for you and then

472
00:16:02,630 --> 00:16:06,836
come back in a week and we'll have
them for you.

473
00:16:06,836 --> 00:16:08,715
You're just constantly like the
menu's changing.

474
00:16:08,715 --> 00:16:14,152
And the original plan of the dream
you had of building this barbecue

475
00:16:14,153 --> 00:16:17,450
shack is out the window because
you keep letting the people coming

476
00:16:17,449 --> 00:16:20,950
into your world dictate what type
of business you run.

477
00:16:20,950 --> 00:16:22,980
It's like, no, dude, I'm barbecue,
barbecue, barbecue.

478
00:16:23,080 --> 00:16:24,380
That's all we do.

479
00:16:24,380 --> 00:16:26,480
Go to the fry shack.

480
00:16:26,480 --> 00:16:27,110
Go over here.

481
00:16:27,110 --> 00:16:28,860
And are you missing out on

482
00:16:28,860 --> 00:16:29,420
business?
Sure.

483
00:16:29,420 --> 00:16:32,392
But it's so you can focus on
getting better at the barbecue

484
00:16:32,392 --> 00:16:33,071
you're making.

485
00:16:32,971 --> 00:16:33,115
Right?

486
00:16:33,115 --> 00:16:34,224
It's one of those things.

487
00:16:34,224 --> 00:16:35,933
You either get it or you don't as

488
00:16:35,933 --> 00:16:35,983
well.

489
00:16:35,977 --> 00:16:37,795
And a lot of you are swimming out

490
00:16:37,695 --> 00:16:37,827
there.

491
00:16:37,827 --> 00:16:38,444
You're swimming with sharks

492
00:16:38,444 --> 00:16:41,072
because you're trying to be
someone you're not in someone

493
00:16:40,971 --> 00:16:41,487
else's pond.

494
00:16:41,487 --> 00:16:42,463
There's always sharks that are

495
00:16:42,462 --> 00:16:44,004
swimming in each of these ponds.

496
00:16:43,904 --> 00:16:45,515
You're that you're putting tons of

497
00:16:45,515 --> 00:16:47,447
pressure on your infrastructure,
your client journeys, everyone's

498
00:16:47,447 --> 00:16:49,815
going on different client journey
for a verse B and I need pricing

499
00:16:49,815 --> 00:16:50,201
versus private.

500
00:16:50,201 --> 00:16:50,926
You're setting expectations all

501
00:16:50,926 --> 00:16:51,457
over the place.

502
00:16:51,457 --> 00:16:52,677
Man, I ran a stress-free business.

503
00:16:52,677 --> 00:16:54,874
Obviously there was certain
stress, but I looked at, I look at

504
00:16:54,874 --> 00:16:55,240
other people's businesses.

505
00:16:55,240 --> 00:16:56,903
I'm like, you must be losing your

506
00:16:56,903 --> 00:16:58,924
mind because you've got four
different types of files on the

507
00:16:58,924 --> 00:17:00,695
row with the credit unions and the
thing and the thing.

508
00:17:00,695 --> 00:17:01,678
And I'm like, that's cool.

509
00:17:01,678 --> 00:17:02,610
And you're making money and you're

510
00:17:02,610 --> 00:17:02,972
doing it.

511
00:17:02,972 --> 00:17:03,800
But what's the trade-off?

512
00:17:03,900 --> 00:17:07,788
You're not making as much money as
you can and you're more stressed

513
00:17:07,788 --> 00:17:07,951
out.

514
00:17:07,951 --> 00:17:10,886
Me, I said, I want to work less,

515
00:17:10,886 --> 00:17:12,435
make more money, less stress.

516
00:17:12,435 --> 00:17:15,371
So go find Tom and Sally Smith.

517
00:17:15,371 --> 00:17:19,040
And that became my, that became
what I had to do.

518
00:17:19,400 --> 00:17:23,808
That was the next problem I had on
the next step in the plan.

519
00:17:23,808 --> 00:17:26,130
Where do I find them?
And that's what we're going to

520
00:17:26,130 --> 00:17:29,032
talk about now, now that we beat
the avatar drum.

521
00:17:29,032 --> 00:17:35,086
But you, you should have your own
avatar, map it out and put it on

522
00:17:35,086 --> 00:17:38,828
the it on the wall right in front
of you so you're staring at it all

523
00:17:38,828 --> 00:17:41,728
day and you can add and tweak it
and whatnot.

524
00:17:41,728 --> 00:17:42,808
But you all have people.

525
00:17:42,808 --> 00:17:44,500
And then you look at the people

526
00:17:44,620 --> 00:17:47,781
currently in your pipeline, you're
like, how many of those are your

527
00:17:47,681 --> 00:17:49,913
avatar?
If that doesn't line up, you got a

528
00:17:49,913 --> 00:17:50,138
problem.

529
00:17:50,238 --> 00:17:52,606
Houston, we have a problem.

530
00:17:52,606 --> 00:17:54,291
Right?
Remember, this is a business.

531
00:17:54,291 --> 00:17:55,902
It has to be treated as It's such.

532
00:17:55,902 --> 00:17:57,642
what we a problem.

533
00:17:57,642 --> 00:17:59,853
Right?
Remember, this is a business like

534
00:17:59,753 --> 00:18:02,455
it has to be treated as such.

535
00:18:02,455 --> 00:18:03,841
It's what we're doing.

536
00:18:03,841 --> 00:18:05,152
Right?
I was serving with just wing and

537
00:18:05,132 --> 00:18:05,420
shit.

538
00:18:05,520 --> 00:18:06,706
And I get it.

539
00:18:06,706 --> 00:18:09,571
But the ones who have the
business, something that you can

540
00:18:09,571 --> 00:18:11,587
go and sell and not say you're
going to sell.

541
00:18:11,587 --> 00:18:15,259
But if someone was to come in and
look at your business and go, who

542
00:18:15,259 --> 00:18:17,299
do you serve?
You're like, well, I kind of have

543
00:18:17,299 --> 00:18:19,312
access to 800 lenders and I help
everybody.

544
00:18:19,312 --> 00:18:19,744
Next answer.

545
00:18:19,744 --> 00:18:21,125
Who do you serve?

546
00:18:21,125 --> 00:18:22,507
I serve these people.

547
00:18:22,607 --> 00:18:23,039
Cool.

548
00:18:22,939 --> 00:18:27,726
Where do you get them from?
Like if we need to crank it up,

549
00:18:27,726 --> 00:18:32,085
where do you go get them from?
Where do you get your clients

550
00:18:32,085 --> 00:18:32,912
from?
Oh, over here.

551
00:18:32,812 --> 00:18:33,175
Okay.

552
00:18:33,175 --> 00:18:34,697
What do you say to them?

553
00:18:34,697 --> 00:18:35,869
What's your plan?
What's your marketing plan?

554
00:18:35,969 --> 00:18:37,497
Is it emails?
It's socials or referral partners.

555
00:18:37,497 --> 00:18:41,055
And then when you, when you got
the copy, what do you copy?

556
00:18:41,055 --> 00:18:44,115
Are you putting from them?
What videos are you putting?

557
00:18:44,115 --> 00:18:46,898
copy Like, are you putting in
front of them what videos are you

558
00:18:46,898 --> 00:18:49,060
putting like how are you getting
their attention then what's your

559
00:18:49,060 --> 00:18:50,887
call to action like you need to
articulate these things you need

560
00:18:50,887 --> 00:18:55,000
to and you might be like well i
want to be bfs but i also enjoy

561
00:18:55,000 --> 00:18:56,900
cool but build a bfs marketing
plan right should be that so the

562
00:18:57,880 --> 00:19:01,071
next step before we before we do
that, this podcast is brought to

563
00:19:01,071 --> 00:19:03,903
you by Americano from Wartox.

564
00:19:03,882 --> 00:19:03,972
Okay.

565
00:19:03,972 --> 00:19:05,218
So now the next step is you find
them.

566
00:19:05,294 --> 00:19:06,027
So now that you have your avatar,
your avatar is Fred.

567
00:19:06,013 --> 00:19:06,422
For me, it was Tom and Sally.

568
00:19:06,408 --> 00:19:07,869
Where do I go find them?

569
00:19:07,969 --> 00:19:09,965
Well, I have two different ways.

570
00:19:09,965 --> 00:19:11,518
One way is direct to consumer.

571
00:19:11,518 --> 00:19:12,760
So direct to the avatar.

572
00:19:12,760 --> 00:19:14,201
And the other way is referral

573
00:19:14,178 --> 00:19:14,311
partners.

574
00:19:14,311 --> 00:19:14,865
So let's just talk.

575
00:19:14,842 --> 00:19:16,705
I'm going to fly through the rest
of this plan pretty quick.

576
00:19:16,705 --> 00:19:18,130
I don't want this to be a crazy
long podcast.

577
00:19:18,230 --> 00:19:18,887
Seems like they're trending that
way.

578
00:19:18,887 --> 00:19:22,875
So where do we find these people?
So if it's direct to consumer,

579
00:19:22,875 --> 00:19:25,520
well, you have your database.

580
00:19:25,900 --> 00:19:27,622
I'm going to give you just easy

581
00:19:27,622 --> 00:19:27,980
ones.

582
00:19:28,140 --> 00:19:28,944
You have your database.

583
00:19:28,944 --> 00:19:31,349
You have email right?
marketing, You've got your center

584
00:19:31,349 --> 00:19:31,714
of influence.

585
00:19:31,814 --> 00:19:32,651
And you have email marketing right

586
00:19:32,651 --> 00:19:36,330
you've got your center of
influence uh and you have social

587
00:19:36,230 --> 00:19:39,008
media through social media it's
content you create plus dms that

588
00:19:39,008 --> 00:19:42,102
you send to people if you're doing
that okay so there's some more in

589
00:19:42,102 --> 00:19:44,285
there it could be direct consumer
could be uh networking events um

590
00:19:44,272 --> 00:19:45,372
chamber of commerce toastmasters
joining a group facebook groups

591
00:19:45,269 --> 00:19:45,582
like that's direct consumer.

592
00:19:45,582 --> 00:19:46,406
So you need a marketing plan to go

593
00:19:46,304 --> 00:19:46,621
direct to consumer.

594
00:19:46,499 --> 00:19:47,123
But then you also need one if you

595
00:19:47,123 --> 00:19:49,009
choose to go to referral partners.

596
00:19:49,009 --> 00:19:51,508
Now, and I know a lot of you don't

597
00:19:51,508 --> 00:19:53,598
like working with referral
partners or realtors or whatever.

598
00:19:53,598 --> 00:19:54,279
That's cool.

599
00:19:54,279 --> 00:19:55,557
It's a time and a place.

600
00:19:55,557 --> 00:19:58,880
It's the quickest way to get more
business because they've got

601
00:19:58,880 --> 00:20:00,401
databases and relationships built.

602
00:20:00,401 --> 00:20:02,279
You just need to convince one

603
00:20:01,563 --> 00:20:04,694
person to get access to 10 deals a
year.

604
00:20:04,694 --> 00:20:09,056
Whereas direct to consumer, you
have to convince 10 people to get

605
00:20:09,056 --> 00:20:11,782
10 deals over here, one to get 10,
right?

606
00:20:11,782 --> 00:20:14,661
The math is close to that.

607
00:20:14,661 --> 00:20:15,201
You get it.

608
00:20:15,301 --> 00:20:17,310
So once you map out the referral
partners, so for me, it was

609
00:20:17,310 --> 00:20:17,580
realtors.

610
00:20:17,740 --> 00:20:19,682
You could have a simple strategy

611
00:20:19,682 --> 00:20:23,800
where you are like, hey, my avatar
is this, and I'm going to approach

612
00:20:23,800 --> 00:20:28,548
realtors, or I'm going to approach
FAs, or I'm going to approach

613
00:20:28,518 --> 00:20:28,568
accountants.

614
00:20:28,547 --> 00:20:30,390
And I'm going to go, hey, a lot of

615
00:20:30,345 --> 00:20:30,520
renewals coming up.

616
00:20:30,410 --> 00:20:32,520
And so a win for you is, let me

617
00:20:32,520 --> 00:20:34,900
get access to your database, we'll
do a joint marketing initiative.

618
00:20:36,900 --> 00:20:37,771
And we'll target people with the
renewals coming up.

619
00:20:37,771 --> 00:20:40,500
And so if it's for a realtor, it's
like, I'm going to show them a lot

620
00:20:42,160 --> 00:20:44,141
of people in your database
probably would like to move.

621
00:20:44,141 --> 00:20:46,234
Don't understand how to move up
the property ladder.

622
00:20:46,221 --> 00:20:47,003
Don't think the timing's right.

623
00:20:47,003 --> 00:20:48,009
I'm going to create scenarios for

624
00:20:48,009 --> 00:20:49,388
those people to show them it is.

625
00:20:49,388 --> 00:20:50,356
And if we time it with renewal

626
00:20:50,356 --> 00:20:52,933
time, then there's no penalty to
break the mortgage.

627
00:20:52,933 --> 00:20:53,247
Right.

628
00:20:53,247 --> 00:20:55,286
I know you can port the mortgage

629
00:20:55,286 --> 00:20:56,620
and blah, blah, blah.

630
00:20:56,620 --> 00:21:02,472
But it could also be move up the

631
00:21:02,472 --> 00:21:03,123
property ladder.

632
00:21:03,123 --> 00:21:06,365
It could be, hey, let's get access

633
00:21:06,365 --> 00:21:09,576
to the equity inside your property
at no cost because it's renewal

634
00:21:09,576 --> 00:21:09,861
time.

635
00:21:09,861 --> 00:21:11,605
And then I'll put a scenario in

636
00:21:11,605 --> 00:21:14,247
front of you where maybe it's an
investment property or maybe it's

637
00:21:14,247 --> 00:21:14,924
this or that.

638
00:21:14,924 --> 00:21:16,356
So that's the win.

639
00:21:16,356 --> 00:21:17,962
It's more business for the
realtors.

640
00:21:17,862 --> 00:21:18,901
It could be for FAs.

641
00:21:18,901 --> 00:21:20,200
It could be, we'll look at

642
00:21:20,200 --> 00:21:20,754
investing the money.

643
00:21:20,754 --> 00:21:22,552
I'll look for opportunities.

644
00:21:22,552 --> 00:21:25,389
It says my phone needs to cool
down.

645
00:21:25,389 --> 00:21:28,434
All right, well, I'm going to hold
it down here because that's just

646
00:21:28,534 --> 00:21:31,305
how we have to do this now.

647
00:21:31,305 --> 00:21:34,155
I have to put my phone in the

648
00:21:34,155 --> 00:21:34,535
shade.

649
00:21:34,635 --> 00:21:36,910
It says it's getting too hot in

650
00:21:36,910 --> 00:21:37,290
here.

651
00:21:37,290 --> 00:21:38,403
It's getting hot in here.

652
00:21:38,403 --> 00:21:39,326
It's like a Nelly song.

653
00:21:39,326 --> 00:21:41,026
All right, there you go.

654
00:21:40,926 --> 00:21:41,726
We're twisting it this way.

655
00:21:41,726 --> 00:21:43,396
First time.

656
00:21:43,396 --> 00:21:44,546
Hey, I don't know.

657
00:21:44,546 --> 00:21:47,339
I guess when you sit in the sun

658
00:21:47,339 --> 00:21:50,734
with your phone in the windshield
recording you, I guess shit's

659
00:21:50,734 --> 00:21:52,146
going to get hot.

660
00:21:52,046 --> 00:21:52,356
That's okay.

661
00:21:52,356 --> 00:21:54,134
We have to deal.

662
00:21:54,034 --> 00:21:54,221
Okay.

663
00:21:54,221 --> 00:21:57,224
So then if you're reaching out to
FAs, it could be, hey, I'll look

664
00:21:57,224 --> 00:21:57,577
for opportunities.

665
00:21:57,577 --> 00:21:59,602
I'll look at their NOAs and I'll

666
00:21:59,602 --> 00:22:03,678
see if there's opportunity for a
contribution to tap out their

667
00:22:03,678 --> 00:22:03,971
RRSP.

668
00:22:03,971 --> 00:22:05,900
I have this cool calculator where

669
00:22:05,900 --> 00:22:08,250
I show them, boom, boom, boom,
boom, boom, and we'll cover the

670
00:22:08,250 --> 00:22:09,900
payments through here and blah,
blah, blah, and we'll extend their

671
00:22:09,900 --> 00:22:13,590
AM out to either 30, 35, 40, 50
years.

672
00:22:13,590 --> 00:22:16,941
I have a strategy to extend their
AM out here to cover so their

673
00:22:16,941 --> 00:22:20,311
payment stays the same, but we get
to pull the money out and invest

674
00:22:20,311 --> 00:22:21,895
it and you get to manage those
funds.

675
00:22:21,795 --> 00:22:25,271
Like you have that, you have, so
you have to go find that.

676
00:22:25,271 --> 00:22:26,705
And then now here's the other
thing.

677
00:22:26,705 --> 00:22:28,901
So now that you find it, you've
got direct consumer, we've mapped

678
00:22:29,001 --> 00:22:29,409
it out.

679
00:22:29,409 --> 00:22:30,370
You've got referral partners.

680
00:22:30,370 --> 00:22:33,385
Now it's like, how do I market to
each of those?

681
00:22:33,385 --> 00:22:36,983
Well, now you need to build out
hooks, benefits to each.

682
00:22:36,983 --> 00:22:38,122
And they're different.

683
00:22:38,122 --> 00:22:39,309
If I'm teaching people how to

684
00:22:39,309 --> 00:22:42,020
retire early because of real
estate, or I'm teaching people how

685
00:22:42,020 --> 00:22:45,242
to get, how to save the most
amount of money at renewal time

686
00:22:45,242 --> 00:22:47,842
and not sign the letter in the
mail and access equity to create

687
00:22:47,842 --> 00:22:50,233
wealth somewhere else.

688
00:22:50,233 --> 00:22:51,917
That's the language I'm going to

689
00:22:51,917 --> 00:22:53,297
use for the direct consumer.

690
00:22:53,297 --> 00:22:54,861
Hey, I'm going to show you how to

691
00:22:54,861 --> 00:22:55,292
retire faster.

692
00:22:55,292 --> 00:22:56,890
I'm going to show you how to

693
00:22:56,884 --> 00:22:57,681
create wealth, but create wealth
is what?

694
00:22:57,681 --> 00:22:59,324
You can't just say that.

695
00:22:59,287 --> 00:23:01,560
I'm going to tell you to live the

696
00:23:01,560 --> 00:23:02,481
life you want to live.

697
00:23:02,477 --> 00:23:04,400
I'm going to tell you to be

698
00:23:04,440 --> 00:23:05,047
mortgage-free faster.

699
00:23:05,047 --> 00:23:06,708
I i'm gonna tell you to send your

700
00:23:06,808 --> 00:23:09,172
kids to any college come out debt
free that works for a lot of

701
00:23:09,172 --> 00:23:14,699
different strategies that was mine
i can't use that for a realtor and

702
00:23:14,799 --> 00:23:18,220
say hey if we partner together
i'll show your clients this

703
00:23:18,220 --> 00:23:22,420
they're like man what's in it for
me w-i-i-f-m what's in it for me

704
00:23:22,420 --> 00:23:26,593
channel well i'm going to show you
how to get more ends i'm going to

705
00:23:26,593 --> 00:23:29,520
show you how to get your numbers
back to what they were in 2021.

706
00:23:29,720 --> 00:23:30,933
I'm going to show you how to earn
more revenue.

707
00:23:30,933 --> 00:23:33,047
I'm going to tell you to stand out
from the competition.

708
00:23:33,047 --> 00:23:34,734
I'm going to reduce your own
stress levels.

709
00:23:34,734 --> 00:23:37,613
I'm going to help you get to the
top broker in your brokerage.

710
00:23:37,613 --> 00:23:39,132
I'm going to whatever that is,
right?

711
00:23:39,132 --> 00:23:40,133
So it's different language.

712
00:23:40,133 --> 00:23:41,411
I'm going to talk to for each of

713
00:23:41,411 --> 00:23:42,186
them for accounts and FAs.

714
00:23:42,186 --> 00:23:44,079
Like I'm going to show you how to

715
00:23:43,933 --> 00:23:45,581
look like a well-rounded shop that
looks for opportunities for their

716
00:23:45,581 --> 00:23:47,247
clients and gets you more business
on the transactions.

717
00:23:47,247 --> 00:23:48,435
They're like, okay, that's a win.

718
00:23:48,435 --> 00:23:49,303
They're building.

719
00:23:49,203 --> 00:23:49,459
Okay.

720
00:23:49,459 --> 00:23:49,766
Right.

721
00:23:49,766 --> 00:23:51,764
You have to speak to each of them
different.

722
00:23:51,764 --> 00:23:55,158
And then the call to action, I
told you, I'm going to fly through

723
00:23:55,158 --> 00:23:55,305
this.

724
00:23:55,305 --> 00:23:57,660
And then the call to action, the

725
00:23:57,660 --> 00:24:02,911
last piece of the marketing plan
is what am I asking them to do?

726
00:24:03,011 --> 00:24:05,900
Quite simply, if I'm going direct
consumer, it could be as simple

727
00:24:05,900 --> 00:24:09,585
as, and I do this for many years,
just a phone call, 15 minute phone

728
00:24:09,585 --> 00:24:09,794
call.

729
00:24:09,794 --> 00:24:11,681
And I would explain whatever I

730
00:24:11,681 --> 00:24:16,051
wanted to explain to them based on
the hook I gave them on that call.

731
00:24:16,051 --> 00:24:17,861
Eventually, when I had this all
built out, I eventually pushed

732
00:24:17,761 --> 00:24:19,800
them to a webinar, a webinar, go
watch that and then book a call.

733
00:24:19,800 --> 00:24:21,429
But I didn't go build a webinar
first.

734
00:24:21,429 --> 00:24:23,915
I got in the trenches and I sat
there and talked to you.

735
00:24:23,815 --> 00:24:25,621
What's the problem you're having?
Okay, I can do that.

736
00:24:25,521 --> 00:24:27,100
And when I learned enough, then I
said, okay, instead of me doing

737
00:24:27,100 --> 00:24:30,538
half hour calls every time, I'll
have them go watch the webinar and

738
00:24:30,538 --> 00:24:31,331
then book the call.

739
00:24:31,331 --> 00:24:32,776
And then I know they're even more

740
00:24:32,776 --> 00:24:32,929
sold.

741
00:24:32,929 --> 00:24:34,049
So the same for realtors.

742
00:24:34,049 --> 00:24:36,362
So what's your call to action for
your referral partner?

743
00:24:36,362 --> 00:24:36,943
You start marketing them.

744
00:24:36,943 --> 00:24:38,365
You're going to market them

745
00:24:38,365 --> 00:24:40,109
through social, through DMs,
through texts, through call,

746
00:24:40,109 --> 00:24:42,581
through email, with the hooks over
and over and over and over again.

747
00:24:42,581 --> 00:24:45,160
Same with the consumers over and
over and over and over again.

748
00:24:46,940 --> 00:24:47,174
You're not going to stop.

749
00:24:47,164 --> 00:24:50,017
We get bored of our marketing way

750
00:24:49,877 --> 00:24:50,122
faster than our clients ever do.

751
00:24:50,109 --> 00:24:53,334
Say the same stuff for the rest of

752
00:24:53,313 --> 00:24:54,127
your mortgage career.

753
00:24:54,027 --> 00:24:54,787
You'll start tweaking it and

754
00:24:54,787 --> 00:24:57,262
changing it and you come up with
nuances and different stories.

755
00:24:57,262 --> 00:25:00,493
But if you have your three hooks,
I have the three hooks,

756
00:25:00,493 --> 00:25:01,851
mortgage-free in 10 years, retire
in five years, faster.

757
00:25:01,851 --> 00:25:03,633
Send your kids to college, come
out debt-free.

758
00:25:03,633 --> 00:25:06,368
Then I would just start building
stories of showing people how I

759
00:25:06,368 --> 00:25:08,256
did that for people under all
those.

760
00:25:08,256 --> 00:25:09,504
They all come under the same
umbrella.

761
00:25:09,504 --> 00:25:13,320
I never have to wake up going, how
do I get clients?

762
00:25:13,340 --> 00:25:14,714
Where do I find them?
What do I say to them?

763
00:25:14,714 --> 00:25:15,572
It's like, I've got it.

764
00:25:15,472 --> 00:25:15,926
Those are my hooks.

765
00:25:15,926 --> 00:25:17,041
Where are my avatars?
Tom and Sally's.

766
00:25:17,041 --> 00:25:17,741
They're in my database.

767
00:25:17,841 --> 00:25:18,764
They're watching my social.

768
00:25:18,764 --> 00:25:22,763
So I'm going to do that with those
hooks and talk about it and show

769
00:25:22,663 --> 00:25:22,780
situations.

770
00:25:22,780 --> 00:25:24,228
I need referral partners.

771
00:25:24,128 --> 00:25:24,245
Sure.

772
00:25:24,245 --> 00:25:25,554
I'm going to go talk to realtors

773
00:25:25,552 --> 00:25:28,195
and I'm going to use the hooks I
have for my realtors to get them

774
00:25:28,195 --> 00:25:29,984
into whatever my call to action
is.

775
00:25:29,984 --> 00:25:33,886
Could be a book call, could be a
Zoom, could be a phone call, could

776
00:25:33,786 --> 00:25:35,911
be a meeting, eventually turn into
a webinar.

777
00:25:36,011 --> 00:25:37,499
So, oh, so much talking.

778
00:25:37,499 --> 00:25:39,469
I'm going to do one more of these.

779
00:25:39,469 --> 00:25:40,891
And I think that's it, kids.

780
00:25:40,891 --> 00:25:43,019
So I just want to, the importance

781
00:25:42,919 --> 00:25:44,441
of not putting your phone in the
sun.

782
00:25:44,441 --> 00:25:47,341
And so it tells you shut this
thing down because it's super hot,

783
00:25:47,241 --> 00:25:47,840
but also your avatar.

784
00:25:47,740 --> 00:25:48,076
That's that's.

785
00:25:48,057 --> 00:25:50,154
And when you start identifying
that, you start to actually start

786
00:25:50,154 --> 00:25:50,837
building a business.

787
00:25:50,837 --> 00:25:51,725
You're sitting there.

788
00:25:51,625 --> 00:25:52,560
That's who we cater to.

789
00:25:52,558 --> 00:25:53,829
It makes it so much easier for you

790
00:25:53,829 --> 00:25:54,038
to decide.

791
00:25:54,027 --> 00:25:55,424
You're like, no, because once you

792
00:25:55,424 --> 00:25:58,529
work with two, three, four Tom and
Sally Smiths a month, you start

793
00:25:58,529 --> 00:26:01,028
going, what the hell was I doing
before?

794
00:26:01,028 --> 00:26:03,800
You're like, I can't believe I was
dealing with B clients.

795
00:26:03,900 --> 00:26:08,389
Even if I knew the answers, even
if I knew, nope, not going to do

796
00:26:08,489 --> 00:26:10,657
it because I didn't like it.

797
00:26:10,657 --> 00:26:12,331
So whatever you don't like, you

798
00:26:12,431 --> 00:26:14,085
don't have to work with.

799
00:26:14,185 --> 00:26:15,441
Just because someone reaches out

800
00:26:15,441 --> 00:26:18,255
to you doesn't mean you need to
help them.

801
00:26:18,355 --> 00:26:18,570
Okay.

802
00:26:18,470 --> 00:26:19,185
That's it, kids.

803
00:26:19,185 --> 00:26:20,688
Enjoy the rest of your day.

804
00:26:20,688 --> 00:26:22,447
I'm at the beach.

805
00:26:22,447 --> 00:26:24,162
People are starting to stir around
here.

806
00:26:24,162 --> 00:26:25,481
So I got to go.

807
00:26:25,481 --> 00:26:26,272
Peace out.

808
00:26:26,272 --> 00:26:27,255
See you later.