275: How to Turn Content Into Booked Calls

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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, so now I want to distill

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all that information, all the
things I've learned from that, and

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bring it directly to you in a
simple -to -understand way.

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I hope you enjoy.

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All right, welcome to the Mortgage

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Game Podcast.

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West Coast Wiley in the house.

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West Coast and whiteboard Wiley in
the house.

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I've been going hard on the
whiteboards lately.

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Yeah, just I like it.

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There's something about drawing it

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out.

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I like it.

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And I've got the digital one, but
I like doing the physical one.

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So just Father's Day came up and I
got this big box of markers.

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And I was like, oh, there's
Father's Day gift.

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That's my version of socks and
underwear is pens for the

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whiteboard.

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for the whiteboard.

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Okay, so I just completed a three
-day boot camp.

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Me and Jason Henneberry did around
email marketing.

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And we had, I don't know, 250,
280, somewhere like that sign up.

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About 150 people show up each day.

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So there's a lot of really good

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takeaways from that.

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And I'm going to talk today.

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We're going to talk about email
marketing and we're going to talk

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about many chat.

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We're going to talk about what

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that means for your social media.

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And there's so many brokers

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sleeping on so many little areas
in your business that can have

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this big impact.

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And I want to bring that to the

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forefront.

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And so email marketing, you've

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heard me beat this drum for a long
time, many years.

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It's just I don't know what the
disconnect is.

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And it's like you can lead a horse
to water.

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Mortgage brokers are falling.

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They're sleepy with their email

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marketing.

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You are.

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And you're just missing out on
tens if not hundreds of thousands

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of dollars.

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And it just baffles me that you're

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not locking yourself in a room for
a day and figuring this shit out.

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Instead, you continue to go, hey,
I'm going to try and get people

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who don't know me.

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to send me deals.

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I'm going to try and introduce
myself to new referral partners

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who don't know me.

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You've got like, well, meanwhile,

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you've got hundreds, if not
thousands of email addresses

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sitting there that the reason your
current email marketing isn't

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working is your list is never warm
enough because you're not emailing

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them enough.

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And so you're putting so much

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pressure on the one email you send
a month that maybe your brokerage

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gives you or you just come up
with.

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And you're putting so much and
you're like, it doesn't work.

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I promise you, if you are emailing
your list once a week and you're

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hitting them with value, value,
value, ask, value, value, value,

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ask.

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And value could be, hey, here's

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three myths about the mortgage
industry or about getting a

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mortgage that I want to dispel.

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And one is, hey, you can still get

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a mortgage on mat leave.

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Hey, you can still get a mortgage

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having tax arrears without taxes
filed.

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Hey, you can get them like, see
where we're going, that's value.

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And then the next one is, hey, I
want to show you.

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how we helped this one client go
from qualifying for $800 ,000 to a

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$1 .1 million home.

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And what we did was we used the

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Purchase Plus Improvement and we
built in a basement suite with

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$100 ,000 Purchase Plus for a home
renovation loan program we have.

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I like to use that name instead.

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And by doing that, they were able

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to use the income from that new
suite that was going to come in.

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six months and add that to our
income on the file and qualify for

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more.

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And that's how we did that.

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So that's the value.

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And then the ask ones, which

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happen one out of every four, the
ask ones are like, do you have a

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renewal coming up?
Do you know anyone has a renewal

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coming up?
Don't sign the letter the bank

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gave you.

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Let me give you a free second

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opinion, 15 minute second opinion,
no strings attached.

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Hey, I just launched a mortgage
relief program.

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We look at your finances, 360 of
your finances, money in, money

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out.

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We track it all.

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I went for opportunity to save you
money.

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The last family helped save $620 a
month.

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That's just a debt console, right?
And these are where your asks come

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in.

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And so if you're sending out one

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email every month and your ask,
which a lot of you don't even have

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this figured out, but let's say
you did, your ask is every three

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months, every four months, sorry,
you ask something.

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Well, you need to hope they...

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It makes it into their inbox,

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doesn't go into spam.

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You need to hope your subject line

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is good enough to make some open.

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You need to hope that whatever

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you're talking about resonates
with them in the moment for them

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because timing is everything in
life.

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You need to hope that they click
the call to action.

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You need to hope they do all this
before getting distracted with

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something else during that two
minute journey.

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So you're putting so much pressure
on the one email you're sending

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and you could send the most
perfect email, but if you're

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sending it once a month, you're
screwed.

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You're leaving a lot of money on
the table.

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And then instead, you go and you
spend the energy prospecting other

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people who don't know you, where
the inbox is never going away.

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Remember, you own the email list.

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No one can take that away from

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you.

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It's yours.

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That's an asset for you.

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All the other things in life,

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people can take away.

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The algorithms can change.

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You own the email list.

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Eventually, at some point, you're

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just going to have to believe.

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Believe me.

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And if you don't, that's cool.

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Keep on pushing a rock up a hill.

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I'm trying to help you get the
rock to the top.

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And then just the rock comes down.

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It's coming down.

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You can't stop it.

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And that's where you get when your

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email list is warmed up.

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And so we email 70 times a year.

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We'll email the database.

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Yeah, 70.

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And we should probably do it a
little more.

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And so here's the rationale.

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On social, people get access to

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you instantly.

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And they get to hear and see.

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And whenever they click in, they
get to watch.

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And they get to watch more.

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And so you can't kill me the

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argument is because the math just
doesn't back it up that, oh, I

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don't want to bother them.

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Oh, too many emails.

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I hate getting emails.

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Well, that's you.

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Stop putting what your preference
is in front of other people.

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Oh, I don't like being on phone
calls.

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Okay, well, other people might
love being on the phone.

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So don't like cut that off out of
why you're not doing it because

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you don't like it.

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Because other people, I did this

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once recently, just on my own
team.

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I'm sitting there and like, people
love checklists.

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I'm not a checklist guy.

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I've heard for years people, oh,

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it's therapeutic.

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Can I check it?

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It feels like I'm getting shit
done.

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And I'm like, okay, cool.

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So we like half -assed a checklist

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for our team.

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And then someone came in with a

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more robust one and they're like,
oh, and then people like stuck to

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the checklist.

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We did a hundred day social

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challenge where they did a hundred
videos in a row.

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We had people stick to it because
they wanted to click the checkbox.

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So then we came up with our non
-negotiable checkbox and it's

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like, and then people stuck to
that.

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And all of a sudden their business
is doubling in six months because

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they stick to the checklist.

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And I'm like, Oh my God, that was

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my own thing.

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I was telling myself, I don't like

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checkboxes.

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I don't do that.

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So I might as well think that way
for everyone else.

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It's the same concept.

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Just because you don't want to get

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emails from people every week
doesn't mean other people wouldn't

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benefit from it.

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And timing is everything in life.

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So even in that perfect example I
gave you where you write the

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perfect email and you spend all
this time and you're like, this is

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glorious.

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And you get it there.

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That person might not.

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might not be relevant to them, but

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it might be in five weeks because
they lost their job or their kid

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needs money for something, or
they've decided they're finally

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going to do the basement reno
because they're tired of that

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unusable space and they want to
kick the kids down there so they

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can free up space upstairs for the
parents.

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Shit like that.

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But if you're relying on getting

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them every time there, yet on
social, they can get instant

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access to you all the time and
people will consume all your

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content.

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But we're like, we throttle back

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the emails.

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We're like, oh, no, no, no, no,

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no, no. No, no, no, no. I can't
give them all.

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But shit, I'll go on social and
I'll do my post a week or my post

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a day or my story.

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I'll pummel you here.

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But over here, I'm not going to.

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God, no. Like, think about that.

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Say that out loud.

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Like, why?

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Why?
I want to shake you.

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I want to just grab you and go,
why?

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Doesn't make sense.

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I see it all the time.

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I see so much money being left on
the table.

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This is why we do it for you on my
team.

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Gone are the days where we're
going to coach you how to write

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emails.

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Gone are the days we're going to

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coach you how to build your
campaigns.

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Gone are the days we're going to
tell you how to automate

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everything ongoing, all your email
addresses in your world.

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Gone are the days we're going to,
like, we just fucking do it for

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you.

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Because I'm like, at least this

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way it gets done.

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And if you make money, we make

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money.

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And that's how we're running our

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business, right?
We're all here to make money.

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And so that's one of those pieces.

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And so I just wanted to share that

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because we had the bootcamp and we
went through it and we shared.

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how to do this, what to say, how
to say it, how to connect it all.

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00:08:30,340 --> 00:08:34,380
But I already know, I just know
from doing this now, 5 % of the

257
00:08:34,539 --> 00:08:35,320
people are going to run with it.

258
00:08:35,539 --> 00:08:37,159
And the other 95 are going to talk

259
00:08:37,320 --> 00:08:37,840
themselves out.

260
00:08:37,840 --> 00:08:39,179
And they're already on to the next

261
00:08:39,179 --> 00:08:39,440
thing.

262
00:08:39,480 --> 00:08:40,780
They're on to the next shiny

263
00:08:40,780 --> 00:08:41,860
thing, whatever that is.

264
00:08:41,860 --> 00:08:43,400
When in all reality, before we get

265
00:08:43,400 --> 00:08:45,420
to this podcast is brought to you
by Americana.

266
00:08:45,420 --> 00:08:47,620
You're actually going to have to
like, I'm going to take my headset

267
00:08:47,620 --> 00:08:49,400
off and take off my sweatshirt.

268
00:08:49,400 --> 00:08:49,880
I'm sweating here.

269
00:08:49,880 --> 00:08:50,600
I'm at the beach.

270
00:08:50,990 --> 00:08:51,450
It's hot.

271
00:08:51,450 --> 00:08:52,410
I got a hot coffee.

272
00:08:52,510 --> 00:08:53,610
The sun's blaring on me. 830 in

273
00:08:53,610 --> 00:08:53,950
the morning.

274
00:08:54,130 --> 00:08:55,430
Yeah, it's an undressing podcast.

275
00:08:55,430 --> 00:08:56,110
So one second.

276
00:08:56,110 --> 00:08:57,150
All right, that's better.

277
00:08:57,150 --> 00:08:59,150
And so I'm at the beach here, and
it's 8 .30 in the morning, and

278
00:08:59,150 --> 00:09:00,850
there are three seniors doing
paddleboarding out there, which is

279
00:09:00,850 --> 00:09:01,190
awesome.

280
00:09:01,190 --> 00:09:03,070
That's why I love Kelowna, because

281
00:09:03,070 --> 00:09:03,830
of that outdoor environment.

282
00:09:03,830 --> 00:09:05,410
And then there's this one guy

283
00:09:05,410 --> 00:09:08,250
pulled up beside me, this old guy,
and he's pumping up the

284
00:09:08,250 --> 00:09:11,210
paddleboard you're standing on.

285
00:09:11,210 --> 00:09:12,210
And he's pumping up, and the guy

286
00:09:12,210 --> 00:09:12,430
takes a shirt.

287
00:09:12,430 --> 00:09:13,650
He's just ripped, and he's got to

288
00:09:13,650 --> 00:09:15,010
be 65, 70.

289
00:09:15,010 --> 00:09:16,190
I'm like, Jesus, buddy, good for

290
00:09:16,190 --> 00:09:16,350
you.

291
00:09:16,450 --> 00:09:17,450
I'm always like, good for you

292
00:09:17,450 --> 00:09:17,710
guys.

293
00:09:17,710 --> 00:09:19,190
Like you're doing it right.

294
00:09:19,190 --> 00:09:22,580
And then you see other seniors and
they can't even walk.

295
00:09:24,060 --> 00:09:26,340
But that's why we love Kelowna
because it's so outdoor focused

296
00:09:26,340 --> 00:09:27,500
and senior community here is live.

297
00:09:27,500 --> 00:09:28,520
That's not why.

298
00:09:28,520 --> 00:09:33,480
I'm going to stop rambling and
talk about naked seniors here.

299
00:09:33,480 --> 00:09:34,780
Okay, so let's get back to it.

300
00:09:34,780 --> 00:09:36,640
And so all that pressure you're

301
00:09:36,640 --> 00:09:39,520
putting on your email, it's... you
know it's one of those things so

302
00:09:39,520 --> 00:09:44,920
we can lead a horse to water and i
already know five percent of those

303
00:09:44,920 --> 00:09:48,320
people are actually going to do it
and then they're on the next shiny

304
00:09:48,340 --> 00:09:52,430
thing but here's the point i
wanted to make the point is this

305
00:09:52,430 --> 00:09:54,130
email isn't a shiny thing it's a
foundational piece in your

306
00:09:54,130 --> 00:09:57,090
business it is and so like i know
dlc's built this gold rush thing

307
00:09:57,090 --> 00:10:01,350
and cool good on them because yeah
they're charging for it which bad

308
00:10:01,350 --> 00:10:06,010
on them um like Just add it into
your suite of things you do at no

309
00:10:06,870 --> 00:10:10,270
cost, but they're going to charge
and whatever they get to choose

310
00:10:10,270 --> 00:10:10,890
what they do.

311
00:10:10,890 --> 00:10:13,470
And it's still not perfect because

312
00:10:13,470 --> 00:10:14,870
it's like it's all it's going
after renewals and blah, blah,

313
00:10:14,870 --> 00:10:15,010
blah.

314
00:10:15,010 --> 00:10:16,190
But like only so many people have

315
00:10:16,190 --> 00:10:16,650
figured this out.

316
00:10:16,650 --> 00:10:17,410
And there's a reason digital

317
00:10:17,410 --> 00:10:18,950
marketers make millions of dollars
selling things to people, high

318
00:10:18,950 --> 00:10:19,810
ticket things, low ticket things.

319
00:10:19,810 --> 00:10:20,150
It's the list.

320
00:10:20,150 --> 00:10:20,950
It's the email list.

321
00:10:20,950 --> 00:10:24,290
It is one of the most valuable

322
00:10:24,290 --> 00:10:25,930
assets in your business.

323
00:10:25,930 --> 00:10:28,690
You're not treating it as such.

324
00:10:28,690 --> 00:10:31,030
You're so consumed with getting
out onto the next thing.

325
00:10:31,030 --> 00:10:34,030
You forgot to like lay the
foundation in the business, right?

326
00:10:34,030 --> 00:10:38,170
You're picking out the roof like
shingles and the hardwood floors

327
00:10:38,170 --> 00:10:39,010
in the house.

328
00:10:39,010 --> 00:10:40,590
And you said, fuck it to the

329
00:10:40,650 --> 00:10:40,850
foundation.

330
00:10:40,850 --> 00:10:41,610
Like, we'll just hope whatever's

331
00:10:41,610 --> 00:10:41,850
there.

332
00:10:41,850 --> 00:10:42,890
No, no, go in and get that

333
00:10:43,890 --> 00:10:44,530
foundation built.

334
00:10:44,530 --> 00:10:45,330
Make sure it's waterproof.

335
00:10:45,330 --> 00:10:47,210
Spend the extra money there
because it'll save you money and

336
00:10:47,230 --> 00:10:48,750
make you money for years.

337
00:10:48,750 --> 00:10:50,210
It's the same thing with your

338
00:10:50,210 --> 00:10:50,530
email.

339
00:10:50,750 --> 00:10:53,790
A lot of you just need to shut

340
00:10:53,790 --> 00:10:57,950
down what you're doing and spend a
day to figure it out.

341
00:10:57,950 --> 00:11:00,330
So now let's say you have this.

342
00:11:00,330 --> 00:11:03,450
And this is why I'm a big

343
00:11:03,450 --> 00:11:07,790
proponent of getting email
addresses left, right and center

344
00:11:07,790 --> 00:11:08,530
everywhere you turn.

345
00:11:08,990 --> 00:11:11,290
Because when you have a machine

346
00:11:11,290 --> 00:11:15,010
built behind the scenes, you get
to drop it in the machine.

347
00:11:15,010 --> 00:11:18,330
And then it spits out book calls
while you sleep.

348
00:11:18,330 --> 00:11:23,150
And every day of the week, you
start having emails go out.

349
00:11:23,150 --> 00:11:26,330
And every day of the week, you
start having ask emails go out,

350
00:11:26,470 --> 00:11:27,550
asking people if they need help.

351
00:11:27,550 --> 00:11:29,030
Whereas you don't in your current

352
00:11:29,030 --> 00:11:29,450
setup.

353
00:11:30,130 --> 00:11:30,950
Whereas I do.

354
00:11:30,950 --> 00:11:33,970
Even right now, I get book calls
while I sleep with my current.

355
00:11:33,970 --> 00:11:35,310
And I'm not like, it's the same
concept.

356
00:11:35,310 --> 00:11:37,560
I'm marketing mortgage brokers
instead of end consumers.

357
00:11:37,560 --> 00:11:38,780
But I market to my list
religiously.

358
00:11:38,780 --> 00:11:43,240
And I warm it up and add a lot of
value in there.

359
00:11:43,240 --> 00:11:45,900
And so, but then that's why I get
book calls.

360
00:11:45,900 --> 00:11:49,080
And so I build up a lot of trust
with people.

361
00:11:49,080 --> 00:11:52,520
So when I have something to go,
hey, do you want help on this or

362
00:11:52,520 --> 00:11:53,380
that?
Do you want to join this?

363
00:11:53,380 --> 00:11:54,860
They're like, okay, yeah.

364
00:11:54,860 --> 00:11:56,060
Without the email list.

365
00:11:56,060 --> 00:11:58,100
That's a lot harder to do.

366
00:11:58,100 --> 00:11:59,880
So I've never been able to wrap my

367
00:11:59,880 --> 00:12:01,700
head around word brokers not
getting that dialed in before they

368
00:12:01,700 --> 00:12:03,200
go do anything else.

369
00:12:03,400 --> 00:12:04,980
Like if you're just focused on

370
00:12:05,560 --> 00:12:08,760
marketing, you're like, I want to
work on my marketing plan.

371
00:12:09,100 --> 00:12:11,580
First, I'd like to see your
marketing plan.

372
00:12:11,580 --> 00:12:15,480
I know most brokers don't have a
marketing plan, but email has to

373
00:12:15,480 --> 00:12:17,820
be like at the top of the list.

374
00:12:17,820 --> 00:12:19,680
Get that dialed in and put a

375
00:12:19,680 --> 00:12:21,500
process in place to get it figured
out.

376
00:12:21,500 --> 00:12:23,840
And what's that saying?
You rise to your goals, but you

377
00:12:24,020 --> 00:12:26,000
fall to your systems, like
whatever that saying is right

378
00:12:26,000 --> 00:12:27,560
here, right?
You might want to do all this, all

379
00:12:27,560 --> 00:12:29,460
the great intentions, but you're
always going to fall to the level

380
00:12:29,460 --> 00:12:30,000
of your systems.

381
00:12:30,000 --> 00:12:31,680
So if you don't have a process and

382
00:12:31,680 --> 00:12:35,410
a system laid out to get your
email machine pumping and you

383
00:12:35,410 --> 00:12:38,250
don't stick to it, like you're
just, you're always going to have

384
00:12:38,250 --> 00:12:42,330
these dreams of emailing people
and you just keep leaving money on

385
00:12:42,330 --> 00:12:45,510
the table, which, okay, good for
you.

386
00:12:45,510 --> 00:12:45,910
I don't know.

387
00:12:45,910 --> 00:12:48,090
Like, do you not want money?

388
00:12:48,090 --> 00:12:50,850
Like you're leaving so much money
on the table and it's a long -term

389
00:12:50,850 --> 00:12:51,150
play.

390
00:12:51,150 --> 00:12:53,290
Well, you have to warm up the

391
00:12:53,290 --> 00:12:55,670
list, right?
But it takes a lot less time than

392
00:12:55,670 --> 00:12:56,010
you think.

393
00:12:56,010 --> 00:12:58,470
And so also, if you're going to go

394
00:12:58,470 --> 00:13:01,430
build your list, you have two,
there's list management.

395
00:13:01,430 --> 00:13:04,780
Now you're, if you're treating
your email list like an asset, you

396
00:13:04,780 --> 00:13:06,680
need to treat it as such.

397
00:13:06,680 --> 00:13:09,700
If your car is an asset, you have

398
00:13:09,920 --> 00:13:10,940
a classic car and it's an asset.

399
00:13:10,940 --> 00:13:12,000
Well, you treat it as such.

400
00:13:12,000 --> 00:13:13,440
You pick out the right vehicle.

401
00:13:13,440 --> 00:13:15,060
get the right options you want on

402
00:13:15,060 --> 00:13:15,220
it.

403
00:13:15,220 --> 00:13:16,500
But then after you have to

404
00:13:16,500 --> 00:13:19,100
maintain the vehicle to keep it
this classic thing.

405
00:13:19,100 --> 00:13:21,560
So it's the same concept here.

406
00:13:21,560 --> 00:13:22,480
So when you're going and building

407
00:13:22,480 --> 00:13:24,260
your email list, you should be
going into your Hotmail, your

408
00:13:24,260 --> 00:13:28,020
Live, your Gmail, your Outlook,
your any personal, any business,

409
00:13:28,500 --> 00:13:29,660
any past career emails.

410
00:13:29,660 --> 00:13:30,620
Go and get all the email addresses

411
00:13:30,620 --> 00:13:30,960
possible.

412
00:13:31,310 --> 00:13:33,150
And you drop it in the machine.

413
00:13:33,150 --> 00:13:35,410
So you understand it if you have a
machine.

414
00:13:35,470 --> 00:13:37,810
If you have the machine built and
you know it spits out book calls.

415
00:13:37,810 --> 00:13:39,690
You're way more likely to go do
that.

416
00:13:39,690 --> 00:13:42,210
But you're going to have to trust
me and just go do that.

417
00:13:42,210 --> 00:13:46,550
Drop it and build your list and
then build the machine around it.

418
00:13:46,550 --> 00:13:48,310
Ongoing, what do you do?
Well, quite simple.

419
00:13:48,310 --> 00:13:52,910
There's only so many ways you get
email addresses fed to you.

420
00:13:52,910 --> 00:13:55,910
We have automation built around
all this, so you don't have to do

421
00:13:55,910 --> 00:13:56,230
anything.

422
00:13:56,510 --> 00:13:58,530
But this is what you do.

423
00:13:59,920 --> 00:14:01,160
You have your calendar software.

424
00:14:01,160 --> 00:14:02,400
So if someone books a call, an

425
00:14:02,400 --> 00:14:03,280
email goes in there.

426
00:14:03,280 --> 00:14:05,480
Well, you're going to zap that to

427
00:14:05,760 --> 00:14:08,220
your master list, which is then
going to trigger into your drip

428
00:14:08,220 --> 00:14:08,420
campaign.

429
00:14:08,420 --> 00:14:09,540
You're building a drip campaign

430
00:14:09,540 --> 00:14:10,180
here, by the way.

431
00:14:10,180 --> 00:14:12,200
All those emails, you're stacking

432
00:14:12,440 --> 00:14:14,120
them on top of each other.

433
00:14:14,120 --> 00:14:17,200
So an email you make today,

434
00:14:17,200 --> 00:14:21,060
someone comes into your world six
months from now, they get that

435
00:14:21,060 --> 00:14:21,200
email.

436
00:14:21,200 --> 00:14:24,160
So all your emails have to be

437
00:14:24,160 --> 00:14:24,240
evergreen.

438
00:14:24,240 --> 00:14:25,720
Okay, that's a key piece.

439
00:14:25,720 --> 00:14:26,900
Can't be, hey, Merry Christmas.

440
00:14:26,900 --> 00:14:27,500
Can't be that.

441
00:14:27,500 --> 00:14:31,070
You can go in and remove emails
from your drip campaign, but you

442
00:14:31,790 --> 00:14:32,430
need a drip campaign.

443
00:14:32,430 --> 00:14:33,030
That never ends, right?

444
00:14:33,030 --> 00:14:35,370
Our drip campaign right now for
our team is we're at, I think,

445
00:14:35,370 --> 00:14:38,090
email number 30, right?
So we have 30 weeks of emails in

446
00:14:38,690 --> 00:14:41,250
there because we're just a newer
team.

447
00:14:41,250 --> 00:14:42,010
We just get started.

448
00:14:42,010 --> 00:14:45,690
But we will have, there will be

449
00:14:45,690 --> 00:14:46,730
hundreds of emails.

450
00:14:46,730 --> 00:14:47,710
There'll be years of email in that

451
00:14:47,710 --> 00:14:48,790
drip campaign that are all
relevant.

452
00:14:48,790 --> 00:14:51,550
So if someone comes into your
world two and a half years from

453
00:14:51,550 --> 00:14:53,350
now, guess what?
They start getting nurtured,

454
00:14:53,350 --> 00:14:55,070
value, value, value, ask, value,
value, value, ask forever until

455
00:14:55,070 --> 00:14:56,050
they unsubscribe, which whatever.

456
00:14:56,050 --> 00:14:56,750
People unsubscribe, that's cool,

457
00:14:56,750 --> 00:14:59,270
but you're not my people.

458
00:14:59,270 --> 00:15:00,130
Get out of here.

459
00:15:00,130 --> 00:15:02,010
On to the next, right?
So after you need to automate

460
00:15:02,010 --> 00:15:04,510
where all the emails come from
because people will come into your

461
00:15:04,910 --> 00:15:06,130
world with emails.

462
00:15:06,130 --> 00:15:06,870
So you've got, let's say,

463
00:15:06,870 --> 00:15:07,010
Calendly.

464
00:15:07,090 --> 00:15:08,970
You zap that in, you zap your, you

465
00:15:08,970 --> 00:15:11,830
zap it in right into your master
list, which should trigger your

466
00:15:11,950 --> 00:15:12,330
drip campaign.

467
00:15:12,330 --> 00:15:13,750
Someone fills out an application

468
00:15:13,750 --> 00:15:15,490
on Finmo, let's say, Boro 1, Boro
2.

469
00:15:15,490 --> 00:15:17,730
Boro 2 wasn't on the call or
didn't put their email address to

470
00:15:18,210 --> 00:15:18,730
book the call.

471
00:15:18,730 --> 00:15:20,110
So you don't have their email.

472
00:15:20,110 --> 00:15:23,590
All of a sudden you got their info
there, you zap that over.

473
00:15:23,590 --> 00:15:25,830
Okay, if you run any webinars, you
zap that in.

474
00:15:25,830 --> 00:15:26,870
If you get emails from business
cards.

475
00:15:26,870 --> 00:15:28,310
Facebook Messenger, Instagram,
whatever.

476
00:15:28,310 --> 00:15:29,090
You get a random email.

477
00:15:29,090 --> 00:15:30,550
Have a Google Doc set up,

478
00:15:30,550 --> 00:15:31,770
bookmarked on your screen.

479
00:15:31,770 --> 00:15:33,130
So anytime you get an email

480
00:15:33,370 --> 00:15:35,090
address, first name, last name,
email, you can go and drop it on

481
00:15:35,090 --> 00:15:35,610
that Google Doc.

482
00:15:35,610 --> 00:15:39,030
And you can set up a Zapier to zap

483
00:15:39,190 --> 00:15:45,450
it from there to your master list
or into your drip campaign.

484
00:15:45,450 --> 00:15:47,010
Right?
So now, no matter what angle

485
00:15:47,010 --> 00:15:50,470
someone comes at you from, booking
a call, you can also set up

486
00:15:50,470 --> 00:15:52,270
anytime you... send an email
through Google contacts.

487
00:15:52,270 --> 00:15:54,490
So let's just say your realtor
introduces you to a client and

488
00:15:54,490 --> 00:15:58,140
they go, hey, Ryan, I want you to
meet Tom and Sally and they're

489
00:15:58,140 --> 00:15:59,260
CC'd on this email.

490
00:15:59,260 --> 00:16:01,500
I'll let you guys take it from

491
00:16:01,740 --> 00:16:02,260
here.

492
00:16:02,260 --> 00:16:02,840
You respond back.

493
00:16:02,840 --> 00:16:04,180
Sounds great, Tom and Sally.

494
00:16:04,180 --> 00:16:05,580
Love to meet you.

495
00:16:05,800 --> 00:16:09,740
Here's a link to my calendar, book
a call, direct access to my

496
00:16:09,740 --> 00:16:10,320
calendar.

497
00:16:10,320 --> 00:16:10,960
Can't wait to chat.

498
00:16:10,960 --> 00:16:13,460
And you got your video in there
and your five -star reviews in

499
00:16:13,460 --> 00:16:17,600
there and you got a link to your
calendar and you have to do it all

500
00:16:17,600 --> 00:16:18,380
within one hour.

501
00:16:18,820 --> 00:16:19,520
They get that.

502
00:16:19,520 --> 00:16:28,010
Now that turns into, you can have
that turn into a Google contact

503
00:16:28,370 --> 00:16:29,570
because you sent them an email.

504
00:16:29,570 --> 00:16:32,390
You can have that into a Google

505
00:16:32,390 --> 00:16:36,630
contact and you can have a Zapier
setup so that Google contact takes

506
00:16:36,630 --> 00:16:40,470
it from there right into the
master list and drops them in the

507
00:16:40,850 --> 00:16:41,290
drip.

508
00:16:41,290 --> 00:16:43,030
So if Tom and Sally never book a

509
00:16:43,030 --> 00:16:44,010
call, they still get marketed to.

510
00:16:44,010 --> 00:16:44,290
Boom.

511
00:16:44,290 --> 00:16:46,810
So all this is set up.

512
00:16:46,970 --> 00:16:48,770
So once you've got this all done,

513
00:16:48,770 --> 00:16:53,930
then all you have to do is write
the emails and piece it in the

514
00:16:53,720 --> 00:16:55,340
drip with your call to action.

515
00:16:55,620 --> 00:16:55,880
But you've got...

516
00:16:55,880 --> 00:17:00,000
You've got your initial dump of
all email addresses in your world

517
00:17:00,120 --> 00:17:00,940
up front.

518
00:17:01,080 --> 00:17:02,560
And then you've got ongoing all

519
00:17:02,560 --> 00:17:03,640
the automation set up.

520
00:17:03,640 --> 00:17:04,720
Like this is 101 stuff.

521
00:17:04,720 --> 00:17:05,520
It might sound like 401 stuff.

522
00:17:05,520 --> 00:17:06,240
It's 101.

523
00:17:06,240 --> 00:17:07,140
It's marketing 101.

524
00:17:07,140 --> 00:17:08,740
And this is the stuff I love.

525
00:17:08,740 --> 00:17:10,579
And this is where my head goes.

526
00:17:10,760 --> 00:17:13,300
And this is where I add a ton of

527
00:17:13,300 --> 00:17:13,420
value.

528
00:17:13,420 --> 00:17:14,339
Because this is where you get

529
00:17:14,339 --> 00:17:14,819
maximum leverage.

530
00:17:14,819 --> 00:17:15,180
Guess what?

531
00:17:15,180 --> 00:17:17,160
I write one email.

532
00:17:17,160 --> 00:17:18,000
Thousands of people are going to

533
00:17:18,000 --> 00:17:19,060
get to see it for years.

534
00:17:19,060 --> 00:17:20,000
Much like I make one piece of

535
00:17:20,000 --> 00:17:23,450
content, it sits there and becomes
part of the brand and people get

536
00:17:23,450 --> 00:17:26,770
to see it and get indoctrinated by
it and see it for years.

537
00:17:26,770 --> 00:17:27,630
The same thing, you get leverage.

538
00:17:27,630 --> 00:17:28,690
This is one of those leverage

539
00:17:28,690 --> 00:17:31,890
points in your business that you
can pull off.

540
00:17:31,890 --> 00:17:33,150
And so that's the email marketing
machine.

541
00:17:33,150 --> 00:17:34,070
Now, let's say you're out making
content.

542
00:17:34,070 --> 00:17:35,370
I'm going to take another pause
here.

543
00:17:35,370 --> 00:17:37,470
This podcast brought to you by
Americana.

544
00:17:37,470 --> 00:17:40,530
And it's getting really hot in
here.

545
00:17:40,530 --> 00:17:43,430
I'm going to have to, I don't know
what I'm going to do, switch seats

546
00:17:43,430 --> 00:17:43,550
here.

547
00:17:43,550 --> 00:17:44,410
I'm actually going to do that.

548
00:17:44,410 --> 00:17:47,710
I'm going to switch over to the
passenger side.

549
00:17:47,710 --> 00:17:48,310
Oh, that's better.

550
00:17:48,810 --> 00:17:50,640
Different angle over here.

551
00:17:50,640 --> 00:17:50,940
That's cool.

552
00:17:50,940 --> 00:17:52,620
So now you've got social media.

553
00:17:52,620 --> 00:17:55,240
So from social media, a lot of you
are making all these posts, which

554
00:17:55,240 --> 00:17:55,640
are great.

555
00:17:55,760 --> 00:17:58,200
And then you get some people

556
00:17:58,200 --> 00:17:59,080
commenting or something.

557
00:17:59,080 --> 00:18:05,280
But I'm going to map out how you

558
00:18:05,280 --> 00:18:07,080
can make your social and turn it
into book calls.

559
00:18:07,080 --> 00:18:08,740
Okay, so you're going to use a
software called ManyChat.

560
00:18:08,740 --> 00:18:09,680
You can use it Facebook,
Instagram.

561
00:18:10,140 --> 00:18:12,200
TikTok's testing it on personal
accounts right now.

562
00:18:12,200 --> 00:18:13,700
It's in beta.

563
00:18:13,960 --> 00:18:16,620
Right now you can use it on

564
00:18:16,620 --> 00:18:17,120
business accounts with TikTok.

565
00:18:17,120 --> 00:18:19,340
And so essentially you do this.

566
00:18:19,340 --> 00:18:19,960
Here's the idea.

567
00:18:19,960 --> 00:18:21,660
You make a niche post.

568
00:18:21,660 --> 00:18:22,840
It has to be niche.

569
00:18:22,840 --> 00:18:24,060
You can't just, hey, if you want

570
00:18:24,060 --> 00:18:26,140
to make a general post, go ahead.

571
00:18:26,140 --> 00:18:27,960
I think you're wasting your time.

572
00:18:27,960 --> 00:18:29,540
I think we're launching a 30 -day
challenge.

573
00:18:29,540 --> 00:18:33,060
It's a 30 -day sprint, and it's
going to be 30 days, a video a

574
00:18:33,060 --> 00:18:36,040
day, geared only towards your
avatar, and you have to use

575
00:18:36,040 --> 00:18:36,120
ManyChat.

576
00:18:36,120 --> 00:18:38,320
And so this is what I'll walk you

577
00:18:38,320 --> 00:18:39,940
through that looks like.

578
00:18:39,940 --> 00:18:42,320
Let's say your niche is BFS.

579
00:18:42,320 --> 00:18:44,120
70 % of your content, marketing
content should be geared towards

580
00:18:44,180 --> 00:18:45,220
your avatar.

581
00:18:45,220 --> 00:18:45,820
The person you want to serve.

582
00:18:46,140 --> 00:18:48,220
You're going to work on other
files.

583
00:18:48,220 --> 00:18:50,160
You're going to work on new to
Canada or not.

584
00:18:50,160 --> 00:18:51,980
First time homebuyers, rentals,
whatever.

585
00:18:52,040 --> 00:18:55,720
But your marketing energy needs to
speak to one person over and over

586
00:18:55,720 --> 00:18:56,460
and over again.

587
00:18:56,460 --> 00:18:57,780
The person you want six book calls

588
00:18:57,780 --> 00:18:58,320
with on a Monday.

589
00:18:58,320 --> 00:18:58,660
right?

590
00:18:58,720 --> 00:19:00,300
That you're excited to take the
call.

591
00:19:00,300 --> 00:19:02,000
This is a big fail on most
brokers.

592
00:19:02,000 --> 00:19:03,460
You're trying, you're on wide with
your stuff.

593
00:19:03,460 --> 00:19:08,720
You're trying to talk to everybody
and you talk to no one.

594
00:19:08,860 --> 00:19:11,140
Imagine if you had 30 straight
days of videos going towards your

595
00:19:11,140 --> 00:19:11,300
avatar.

596
00:19:11,300 --> 00:19:13,660
Let's say the avatar is, I'm going

597
00:19:13,660 --> 00:19:16,280
to pick people who own a home, who
have equity, who, and are

598
00:19:16,280 --> 00:19:19,140
employed, who want increased
cashflow or to be mortgage -free

599
00:19:19,140 --> 00:19:19,320
faster.

600
00:19:19,320 --> 00:19:19,940
That's my avatar.

601
00:19:19,940 --> 00:19:21,420
That would be my avatar if I
brokered, right?

602
00:19:21,420 --> 00:19:21,700
It's a refi.

603
00:19:21,700 --> 00:19:23,680
No COFs, no referral partners, no

604
00:19:23,680 --> 00:19:25,020
middleman, quicker money in the
bank, less moving parts.

605
00:19:25,020 --> 00:19:27,460
And I'm not up against the bank
and retargeting when they're

606
00:19:27,460 --> 00:19:30,820
Googling mortgage ads and all this
stuff because it's not a purchase.

607
00:19:30,820 --> 00:19:32,860
I'm coming to them with a
situation and we can restructure

608
00:19:33,220 --> 00:19:35,720
their debt that they didn't think
was possible or they just didn't

609
00:19:36,380 --> 00:19:38,360
think of because the dum -dums at
the bank or their other mortgage

610
00:19:38,460 --> 00:19:41,000
broker never presented it.

611
00:19:41,000 --> 00:19:44,440
So I'm coming to them with that

612
00:19:44,840 --> 00:19:45,480
solution.

613
00:19:45,480 --> 00:19:46,800
Okay, whatever that could be.

614
00:19:46,800 --> 00:19:48,320
That could be.

615
00:19:48,320 --> 00:19:49,600
We won't get into that.

616
00:19:50,180 --> 00:19:51,100
We all have different afters.

617
00:19:51,100 --> 00:19:52,200
It could be DFS.

618
00:19:52,200 --> 00:19:54,040
It could be first time home buyer.

619
00:19:54,040 --> 00:19:56,420
It could be reverse mortgages.

620
00:19:56,560 --> 00:19:58,660
It could be, you know, you name
it.

621
00:19:58,660 --> 00:20:00,680
It could be B clients.

622
00:20:00,680 --> 00:20:02,100
It could be private clients.

623
00:20:02,260 --> 00:20:02,900
It could be whatever.

624
00:20:02,900 --> 00:20:04,160
We're going to make this content.

625
00:20:04,160 --> 00:20:06,670
So I'm going to make a piece of
content.

626
00:20:06,670 --> 00:20:09,030
It's going to be 60 to 90 seconds.

627
00:20:09,030 --> 00:20:10,710
I'm going to post on Instagram.

628
00:20:10,710 --> 00:20:12,630
It's going to be, I'm just going
to show green screen.

629
00:20:12,630 --> 00:20:13,410
I'm going to show clients.

630
00:20:13,730 --> 00:20:14,770
We're here working two jobs,

631
00:20:14,770 --> 00:20:16,090
grinding away, not getting ahead.

632
00:20:16,090 --> 00:20:18,170
They had 28 years left on their

633
00:20:18,170 --> 00:20:18,670
mortgage.

634
00:20:18,870 --> 00:20:20,530
They had some unsecured debt, high

635
00:20:20,530 --> 00:20:20,730
interest debt.

636
00:20:20,730 --> 00:20:23,130
They didn't really know how they

637
00:20:23,130 --> 00:20:27,110
were going to get far ahead.

638
00:20:27,110 --> 00:20:27,970
Cash flow was tight.

639
00:20:27,970 --> 00:20:29,590
They're missing out on family
vacations.

640
00:20:29,690 --> 00:20:31,350
Little Johnny couldn't play rep
hockey and just, they felt like

641
00:20:31,350 --> 00:20:33,680
they were working for nothing.

642
00:20:33,680 --> 00:20:36,640
And PS, there's a lot of people,

643
00:20:36,640 --> 00:20:39,560
especially in Ontario, the GTA
that are on that hamster wheel.

644
00:20:39,560 --> 00:20:41,520
It's a big reason why we left.

645
00:20:41,520 --> 00:20:42,960
It just, it was keeping up with

646
00:20:42,960 --> 00:20:44,480
the Joneses and everyone's working
to live.

647
00:20:44,480 --> 00:20:45,180
Like, it's just crazy.

648
00:20:45,180 --> 00:20:46,520
It's like, they're just grinding

649
00:20:46,520 --> 00:20:48,540
away and they think it's normal.

650
00:20:48,540 --> 00:20:49,100
That's sidebar.

651
00:20:49,100 --> 00:20:49,820
That's why we left.

652
00:20:49,820 --> 00:20:51,520
And so let's say that's a piece of

653
00:20:51,520 --> 00:20:52,940
content and you're showing things.

654
00:20:52,940 --> 00:20:53,820
You're like, cool.

655
00:20:53,820 --> 00:20:57,400
You're like, hey, I've got a
checklist showing how you could do

656
00:20:57,400 --> 00:20:57,600
this.

657
00:20:57,600 --> 00:20:59,240
And I've got a case study I want

658
00:20:59,240 --> 00:20:59,800
to show you.

659
00:20:59,800 --> 00:21:01,380
I want to map out how we help this

660
00:21:01,380 --> 00:21:01,420
family.

661
00:21:01,420 --> 00:21:02,280
And I'll get really into the weeds

662
00:21:02,280 --> 00:21:04,420
on it and show you exactly what we
did.

663
00:21:04,500 --> 00:21:05,780
If you're interested in that,
comment cash flow, right?

664
00:21:05,900 --> 00:21:07,220
So they're going to comment cash
flow.

665
00:21:07,220 --> 00:21:09,740
Now, as soon as they do that,
ManyChat, which is going to be

666
00:21:09,740 --> 00:21:10,960
hooked up to your account, is
going to kick it.

667
00:21:10,960 --> 00:21:12,260
And it's going to acknowledge
that.

668
00:21:12,440 --> 00:21:14,420
It's going to give like a fist
bump or like a, hey, sounds good.

669
00:21:14,420 --> 00:21:17,280
You get to put in what you want,
three, four different options.

670
00:21:17,280 --> 00:21:21,000
It can respond back and cycle
through different responses,

671
00:21:21,220 --> 00:21:22,380
right?
So it's not just the same response

672
00:21:22,380 --> 00:21:23,520
to everyone.

673
00:21:23,520 --> 00:21:25,340
They'll be like, check your DMs.

674
00:21:25,340 --> 00:21:27,320
That's awesome.

675
00:21:27,320 --> 00:21:28,380
In their DMs, main chat's going to

676
00:21:28,380 --> 00:21:31,600
go back and go, hey, I want to
send you this case study with the

677
00:21:32,360 --> 00:21:32,660
checklist.

678
00:21:32,660 --> 00:21:34,040
I need your email address.

679
00:21:34,040 --> 00:21:35,760
And then they're going to, that's
the trade -off, right?

680
00:21:35,760 --> 00:21:37,280
That's the transaction.

681
00:21:37,500 --> 00:21:39,460
They're going to give you, and if

682
00:21:39,460 --> 00:21:44,040
they don't give you the email
address, they're not real people.

683
00:21:44,040 --> 00:21:46,140
They were going to waste your time
no matter what.

684
00:21:46,140 --> 00:21:47,380
So they give you the email
address.

685
00:21:47,380 --> 00:21:51,780
And now all of a sudden, they get
the lead magnet.

686
00:21:51,780 --> 00:21:54,040
They get the case study with the
checklist, whatever that was.

687
00:21:54,760 --> 00:21:56,660
Those are super easy to build.

688
00:21:56,830 --> 00:21:57,910
They get that.

689
00:21:57,910 --> 00:21:59,090
It could just be on a Google Doc.

690
00:21:59,090 --> 00:22:00,070
It doesn't have to be something

691
00:22:00,070 --> 00:22:00,190
fancy.

692
00:22:00,230 --> 00:22:03,750
This fancy PDF doesn't have to be.

693
00:22:03,750 --> 00:22:05,790
It can be if you want.

694
00:22:05,790 --> 00:22:06,490
I'm a simple guy.

695
00:22:06,490 --> 00:22:06,930
I do simple things.

696
00:22:06,930 --> 00:22:07,670
You don't need to do that.

697
00:22:07,670 --> 00:22:09,370
I want to do 7 out of 10 stuff
everywhere.

698
00:22:09,370 --> 00:22:11,010
And so that's a 7 out of 10 lead
magnet.

699
00:22:11,010 --> 00:22:12,770
So we give it to them.

700
00:22:12,770 --> 00:22:19,190
And all of a sudden, now I have

701
00:22:19,190 --> 00:22:19,590
their email address.

702
00:22:19,590 --> 00:22:20,670
And so their email.

703
00:22:20,670 --> 00:22:22,390
Now it gets zapped into my master
list, which gets dropped into the

704
00:22:22,390 --> 00:22:22,630
email marketing machine.

705
00:22:22,630 --> 00:22:24,050
And that's how I turn people from

706
00:22:24,050 --> 00:22:27,360
social into, I'm not making
content to get people right now.

707
00:22:27,360 --> 00:22:28,800
I'm making it to get them at some
point.

708
00:22:28,800 --> 00:22:29,920
But now I'm going to get them.

709
00:22:29,920 --> 00:22:32,080
I'm going to nurture them with my

710
00:22:32,080 --> 00:22:32,520
email marketing.

711
00:22:32,520 --> 00:22:35,060
I'm going to get them maybe seven

712
00:22:35,180 --> 00:22:36,740
months, maybe two years, maybe in
a month.

713
00:22:36,740 --> 00:22:37,800
Who knows?
Maybe timing is everything and

714
00:22:37,800 --> 00:22:38,880
they need the thing.

715
00:22:39,800 --> 00:22:41,640
But it also does this.

716
00:22:41,640 --> 00:22:43,680
Having the mini chat also puts
this engagement on your account on

717
00:22:43,680 --> 00:22:44,020
that post.

718
00:22:44,020 --> 00:22:45,520
It tells Instagram that, oh,

719
00:22:45,760 --> 00:22:48,240
people are interested in this and
there's back and forth.

720
00:22:48,240 --> 00:22:49,360
So it helps with the algorithm.

721
00:22:49,460 --> 00:22:51,080
It also starts a DM conversation.

722
00:22:51,080 --> 00:22:52,840
So now I have a conversation in my
DMs with this person where they

723
00:22:52,840 --> 00:22:55,960
might come back and I can come
back after and go, hey, what did

724
00:22:55,960 --> 00:22:58,860
you think about the lead magnet?
And I can actually have that

725
00:22:58,860 --> 00:22:59,140
automated.

726
00:22:59,400 --> 00:23:00,980
I can have it.

727
00:23:00,980 --> 00:23:01,920
Hey, just checking in.

728
00:23:01,920 --> 00:23:03,480
Did you have thoughts or questions

729
00:23:03,480 --> 00:23:05,140
on that?
What I sent you?

730
00:23:05,140 --> 00:23:07,160
Did you have a chance to look at
it?

731
00:23:07,160 --> 00:23:07,780
I can automate that too.

732
00:23:07,780 --> 00:23:08,840
So I gave you the very basic

733
00:23:08,840 --> 00:23:09,200
version.

734
00:23:09,300 --> 00:23:10,500
You can also have ManyChat come

735
00:23:10,500 --> 00:23:10,580
in.

736
00:23:10,740 --> 00:23:12,500
And before it asks for the email,

737
00:23:12,500 --> 00:23:13,740
it says, hey, make sure you follow
me.

738
00:23:14,820 --> 00:23:16,900
And then the only way they can
move forward is if they follow

739
00:23:16,900 --> 00:23:16,940
you.

740
00:23:16,940 --> 00:23:18,860
They click a button and follow

741
00:23:18,860 --> 00:23:18,940
you.

742
00:23:18,940 --> 00:23:19,900
Otherwise, they don't even get

743
00:23:19,900 --> 00:23:21,200
prompted to get the email.

744
00:23:21,200 --> 00:23:21,820
So you'll get more followers that

745
00:23:21,820 --> 00:23:24,340
way, but you'll get less people
getting in the email, which is

746
00:23:24,770 --> 00:23:25,170
cool.

747
00:23:25,170 --> 00:23:25,530
Not cool.

748
00:23:25,530 --> 00:23:28,370
Who knows?
You can also use it to qualify

749
00:23:28,370 --> 00:23:33,030
people with, hey, are you in
Ontario?

750
00:23:33,030 --> 00:23:36,030
Hey, are you in BC?
Hey, do you own a home?

751
00:23:36,030 --> 00:23:38,430
And they only get access to the
thing.

752
00:23:38,550 --> 00:23:40,990
If they answer those questions
correct, you can build logic into

753
00:23:40,990 --> 00:23:41,170
it.

754
00:23:41,170 --> 00:23:42,150
So you can get as crazy as you

755
00:23:42,150 --> 00:23:43,790
want with it or as simple as you
want.

756
00:23:43,790 --> 00:23:45,310
And so that's how you build an
automated machine.

757
00:23:45,310 --> 00:23:48,190
And then another thing at the
front end, they said the code

758
00:23:48,190 --> 00:23:48,370
word.

759
00:23:48,370 --> 00:23:50,710
What if they spell the code word

760
00:23:50,710 --> 00:23:52,500
wrong?
Instead of cash flow, it's like

761
00:23:52,500 --> 00:23:54,400
cash flow with two O's.

762
00:23:54,400 --> 00:23:56,420
you have two ways you can address

763
00:23:56,420 --> 00:23:56,860
that.

764
00:23:56,860 --> 00:23:58,740
You either go in inside ManyChat

765
00:23:58,740 --> 00:24:00,420
and you type in all the
misspelling ways.

766
00:24:00,420 --> 00:24:04,080
So if they do any of these code
words, or you can keep it super

767
00:24:04,080 --> 00:24:07,020
easy, which is what I'm going to
do, and just go, if you comment on

768
00:24:07,020 --> 00:24:08,360
this post, you get the thing.

769
00:24:08,360 --> 00:24:09,280
I'm going to reach out and offer

770
00:24:09,280 --> 00:24:09,520
the thing.

771
00:24:09,520 --> 00:24:11,000
So now if someone just says, great

772
00:24:11,000 --> 00:24:13,960
post, it's going to be like, cool,
check your DMs.

773
00:24:13,960 --> 00:24:17,000
And then it's going to be, hey, do
you want the thing?

774
00:24:17,000 --> 00:24:18,920
So I'm just going to blanket
everybody and not wait for code

775
00:24:19,200 --> 00:24:20,040
words to come in.

776
00:24:20,040 --> 00:24:22,340
And so you can hook us up to that

777
00:24:22,480 --> 00:24:22,540
post.

778
00:24:22,540 --> 00:24:23,780
So anytime if someone's watching

779
00:24:23,780 --> 00:24:27,320
that post six months from now and
they comment on it, boom, it's

780
00:24:27,320 --> 00:24:28,060
going to trigger that.

781
00:24:28,240 --> 00:24:29,600
So I'm going to go make these

782
00:24:29,600 --> 00:24:31,360
posts of these asks or ask people
if they want the thing.

783
00:24:31,360 --> 00:24:33,500
This isn't in every post you make
because you'll just exhaust

784
00:24:33,500 --> 00:24:34,540
fatigue out your audience.

785
00:24:34,540 --> 00:24:36,100
It's like a one out of every four

786
00:24:36,100 --> 00:24:36,400
or five.

787
00:24:36,400 --> 00:24:38,600
You're going to roll, which is why

788
00:24:38,600 --> 00:24:40,980
you need to make content or
content so that you can actually

789
00:24:40,980 --> 00:24:43,080
put an ask post in once a week.

790
00:24:43,560 --> 00:24:44,460
which helps feed the email

791
00:24:44,780 --> 00:24:46,480
marketing machine, right?
I'm going to put that in and I'm

792
00:24:46,480 --> 00:24:49,320
going to have three, four
different lead magnets and I'm

793
00:24:49,320 --> 00:24:51,180
just going to offer up different
things.

794
00:24:51,180 --> 00:24:53,240
And as they comment, Maychats is
going to do all the work for me.

795
00:24:53,240 --> 00:24:56,240
And then my time could be sent
following up with people who seem

796
00:24:56,240 --> 00:24:56,860
really interested.

797
00:24:57,060 --> 00:24:58,420
And then what do you do from there

798
00:24:58,700 --> 00:25:00,700
to get those people into if they
qualify for not?

799
00:25:00,700 --> 00:25:02,640
That's a whole different podcast,
whole different conversation.

800
00:25:02,640 --> 00:25:04,660
But I just want to outline this
for you.

801
00:25:05,850 --> 00:25:07,030
All these pieces are
interconnected and you can

802
00:25:07,030 --> 00:25:09,110
automate it all, right?
Any email address that come into

803
00:25:09,110 --> 00:25:10,550
my world gets dropped in the
machine.

804
00:25:10,630 --> 00:25:11,650
The machine goes out, never stops.

805
00:25:11,650 --> 00:25:12,970
I go make the content.

806
00:25:12,970 --> 00:25:15,710
Now I have a purpose for making
the content because I want to get

807
00:25:15,710 --> 00:25:16,930
people offline into my world.

808
00:25:16,930 --> 00:25:18,790
See where I'm going here?

809
00:25:18,790 --> 00:25:21,850
And then you're building up an
asset that you own no one can take

810
00:25:21,850 --> 00:25:22,350
away from you.

811
00:25:22,350 --> 00:25:24,310
And that's your email list.

812
00:25:24,310 --> 00:25:27,370
So I wanted to share this with you
because too many of you, I don't

813
00:25:27,570 --> 00:25:29,390
know if it's because you're
fucking lazy.

814
00:25:29,390 --> 00:25:32,590
I don't know if it's because you
just think it's hard and so you

815
00:25:32,590 --> 00:25:34,110
don't do it.

816
00:25:34,110 --> 00:25:35,110
I don't know if you do.

817
00:25:35,110 --> 00:25:37,090
This is something you need to
figure out.

818
00:25:37,090 --> 00:25:39,990
We all have these skill sets we
need to figure out now.

819
00:25:39,990 --> 00:25:43,510
You need to be a marketer first,
mortgage broker second.

820
00:25:43,510 --> 00:25:45,530
If you think like that, you will
make more money.

821
00:25:45,530 --> 00:25:48,070
And so your skill set should be
figure out my email marketing

822
00:25:48,070 --> 00:25:48,350
machine.

823
00:25:48,350 --> 00:25:49,570
Figure out how to be comfortable

824
00:25:49,570 --> 00:25:50,690
on camera.

825
00:25:50,690 --> 00:25:52,950
Figure out how to post on social.

826
00:25:52,950 --> 00:25:55,810
Figure out how to say, get my
point across in the least amount

827
00:25:55,810 --> 00:25:56,050
of words.

828
00:25:56,050 --> 00:25:58,270
Because while you string out your

829
00:25:58,270 --> 00:26:01,210
stories, hey, I'm going to get
into the thing where I I talked to

830
00:26:01,710 --> 00:26:03,390
you about this client that I
helped.

831
00:26:03,390 --> 00:26:06,150
And so these clients came to me
from, yeah, no one cares.

832
00:26:06,150 --> 00:26:06,650
No one cares.

833
00:26:06,750 --> 00:26:08,610
Get into the fucking thing, right?

834
00:26:08,610 --> 00:26:11,250
No one's sitting there going, oh,
well, now my day is complete

835
00:26:11,510 --> 00:26:12,370
because now I know where the story
originated.

836
00:26:12,370 --> 00:26:15,010
It came from, you got a lead from
Jane, the realtor, who you've

837
00:26:15,010 --> 00:26:17,130
known for 12, like, blah, next,
they've already moved on.

838
00:26:17,130 --> 00:26:19,450
But that's a skill set to
understand, hey, in 45 seconds or

839
00:26:19,450 --> 00:26:21,890
less, I'm going to show you how I
change this client's life.

840
00:26:21,890 --> 00:26:23,470
Let's get into it.

841
00:26:23,470 --> 00:26:25,230
This client came to me and blah,

842
00:26:25,230 --> 00:26:25,870
blah, blah.

843
00:26:25,870 --> 00:26:28,030
This was their problem.

844
00:26:28,030 --> 00:26:29,170
It's not the backstory.

845
00:26:29,330 --> 00:26:31,920
No one wants the backstory.

846
00:26:31,920 --> 00:26:34,900
But you don't know that because
you haven't thrown yourself in

847
00:26:34,900 --> 00:26:37,640
that world to become a master at
it.

848
00:26:37,640 --> 00:26:39,960
So you just carry on banging your
head against the wall, wondering

849
00:26:39,960 --> 00:26:42,900
why your content's not working,
wondering why you can't get leads

850
00:26:42,900 --> 00:26:46,620
from it because you don't have
these other pieces or the skill.

851
00:26:46,620 --> 00:26:48,260
So now you need to go learn the
skill.

852
00:26:48,260 --> 00:26:49,120
Learning reverse mortgages isn't a
skill.

853
00:26:49,120 --> 00:26:52,060
That's just knowledge of stuff
that's on a sheet that you're just

854
00:26:52,060 --> 00:26:53,420
putting in your brain.

855
00:26:53,420 --> 00:26:54,020
Understanding how to be

856
00:26:54,020 --> 00:26:55,040
comfortable on camera, that
becomes repetition and doing

857
00:26:55,400 --> 00:26:56,280
coaching and training on it.

858
00:26:56,280 --> 00:26:57,040
Teach yourself off YouTube.

859
00:26:57,040 --> 00:26:57,900
There's so many things.

860
00:26:57,900 --> 00:26:59,720
How to say what you want to get

861
00:26:59,720 --> 00:27:01,080
across in the least amount of
words.

862
00:27:01,080 --> 00:27:03,660
Put voice memo your stuff into
chat GPT of what you were going to

863
00:27:03,660 --> 00:27:07,160
say and then go, can you summarize
this for me in a tighter script

864
00:27:07,540 --> 00:27:09,820
and take out the fluff, something
that would potentially go viral.

865
00:27:10,160 --> 00:27:12,600
And it'll spit out and it'll cut
out a bunch of stuff.

866
00:27:12,600 --> 00:27:14,360
And you're like, oh, that's cool.

867
00:27:14,360 --> 00:27:17,300
And you also get better at it, but

868
00:27:17,300 --> 00:27:20,940
you don't know unless you do it.

869
00:27:20,940 --> 00:27:22,620
So here's the mistake all you were

870
00:27:22,620 --> 00:27:25,660
making is because you're posting
once or twice a week, you never

871
00:27:26,380 --> 00:27:27,060
get there.

872
00:27:27,060 --> 00:27:28,600
It's like you're going to the gym

873
00:27:28,600 --> 00:27:30,900
once or twice a week and you're
expecting this awesome body.

874
00:27:30,900 --> 00:27:31,920
It's not going to work.

875
00:27:31,920 --> 00:27:33,360
Or you eat healthy one or two days

876
00:27:33,560 --> 00:27:37,320
a week and you're expecting these
awesome, it's not going to work.

877
00:27:37,320 --> 00:27:39,680
The quicker you do things, the
more reps you get in, the better

878
00:27:39,680 --> 00:27:40,000
you are.

879
00:27:40,000 --> 00:27:42,160
The faster you move, the better

880
00:27:42,160 --> 00:27:42,920
you are.

881
00:27:42,920 --> 00:27:44,580
The more you email your list, the

882
00:27:44,800 --> 00:27:46,020
warmer they are, the better you
are.

883
00:27:46,180 --> 00:27:50,500
The more they see your face, the
more you're top of mind, the more

884
00:27:50,660 --> 00:27:54,020
content you put out, the better
you get on camera, the more

885
00:27:54,020 --> 00:27:57,470
comfortable you get on camera, the
more confident you get on camera,

886
00:27:57,470 --> 00:27:59,230
the more you understand how to
quickly edit things with an

887
00:27:59,230 --> 00:28:03,750
Instagram or the platform and not
have to pull it out into CapCut or

888
00:28:03,750 --> 00:28:04,250
doing something else.

889
00:28:04,250 --> 00:28:05,690
The more you can make a 15, 20

890
00:28:05,690 --> 00:28:07,570
minute video and just get it out.

891
00:28:07,570 --> 00:28:09,070
The more you can say what you want

892
00:28:09,070 --> 00:28:11,310
to say in the least amount of
words so you hold people's

893
00:28:11,310 --> 00:28:11,490
attention.

894
00:28:11,490 --> 00:28:12,890
the quicker you understand how to

895
00:28:12,890 --> 00:28:16,550
put a hook at the front and not
the back because people decide in

896
00:28:16,550 --> 00:28:22,750
two, three seconds if they're
going to carry on and that's your

897
00:28:22,750 --> 00:28:23,830
most important watch time.

898
00:28:23,830 --> 00:28:25,230
And so these are those things that

899
00:28:25,230 --> 00:28:28,390
you need to wrap your head around.

900
00:28:28,390 --> 00:28:31,090
And if you choose not to, I just

901
00:28:31,090 --> 00:28:31,790
say good luck.

902
00:28:31,790 --> 00:28:32,270
Good luck.

903
00:28:32,270 --> 00:28:35,410
If you've got a business already
percolating and you're just kind

904
00:28:35,410 --> 00:28:36,390
of riding that out, sure, good for
you.

905
00:28:36,390 --> 00:28:40,830
But I'm saying the 90 % of brokers
out there, this is the new skill

906
00:28:40,830 --> 00:28:41,330
set.

907
00:28:41,330 --> 00:28:41,990
And I've been getting comfortable

908
00:28:41,990 --> 00:28:43,150
on camera for many years.

909
00:28:43,270 --> 00:28:44,150
I hated camera before.

910
00:28:44,150 --> 00:28:46,770
But I started using video all the
time with my clients throughout

911
00:28:46,970 --> 00:28:50,810
the client journey, right?
Introducing myself to them, doing

912
00:28:50,810 --> 00:28:52,030
my custom proposals, answering the
questions they emailed me instead

913
00:28:52,030 --> 00:28:53,950
of jumping on 20 -minute phone
calls, closing day video,

914
00:28:53,950 --> 00:28:54,950
explaining things on their
documents, where to sign videos,

915
00:28:54,950 --> 00:28:56,630
just videos, videos, videos,
thousands and thousands and

916
00:28:56,630 --> 00:28:57,250
thousands of videos.

917
00:28:57,250 --> 00:28:59,030
Saved my time and a huge wow

918
00:28:59,030 --> 00:28:59,390
factor.

919
00:28:59,390 --> 00:29:01,210
And so... you have to decide these

920
00:29:01,210 --> 00:29:03,690
certain skill sets you can look at
and go, it's hard, you stop and

921
00:29:03,690 --> 00:29:07,130
you go the other way, or you can
push through and teach yourself,

922
00:29:07,130 --> 00:29:08,350
much like you tell your kids to
do.

923
00:29:08,350 --> 00:29:09,290
So that's where my head goes,
okay?

924
00:29:09,290 --> 00:29:12,350
So I wanted to share this with
you, my thoughts on email

925
00:29:12,510 --> 00:29:15,800
marketing and the mini chat and
how you would set that up.

926
00:29:15,800 --> 00:29:17,600
It's easier than you think to do
it.

927
00:29:17,760 --> 00:29:19,960
It's just lock yourself in a room
and figure it out.

928
00:29:20,060 --> 00:29:22,460
Or continue doing what you're
doing and wondering why it's not

929
00:29:22,540 --> 00:29:22,600
working.

930
00:29:22,600 --> 00:29:23,200
So that's it, kids.

931
00:29:23,200 --> 00:29:24,980
Hope you got value from that.

932
00:29:24,980 --> 00:29:25,500
Till next one.

933
00:29:25,500 --> 00:29:25,760
Peace out.