279: To Niche or Not to Niche

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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, Whiteboard Wiley

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in the house from the Dodge Ram
Studio, live at the beachfront.

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Let's get to it.

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If you don't define your niche,

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the market's not going to do it
for you.

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If you are not speaking a certain
way to your people, your audience,

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they're not going to help you
define it.

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You're just going to be
irrelevant.

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You're never going to cut through
the noise.

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So this is an ongoing topic that
we've been having internal

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conversations around on Team Wiley
and just general and coaching.

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And it's just starting to smack us
in the face more and more and

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more.

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And I see a lot of people just

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running around like chickens with
their head cut off and doing 18

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different things.

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Not cutting through the noise.

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The barrier on social media now,
it is before.

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Six, seven years ago, you just did
social in the mortgage industry.

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Let's be honest.

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Our industries, we're a bunch of

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dinosaurs when it comes to tech.

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We're very archaic.

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We're behind the real estate
industry in Canada.

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And then we're also behind the US
loan officers.

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We're way behind them in a lot of
things.

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That's okay.

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I'm okay with that.

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But six years ago, you could go
build a brand on social.

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I know people who started on
TikTok during COVID and they blew

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up.

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And they have a lot of followers

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and they get a bunch of business
and a lot of leads from that now.

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And so now it's just much harder
to get traction from just showing

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up and doing things because
there's a lot of brokers out there

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now doing social, which is cool.

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But now it's time to like level up

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your game.

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That next one, you just showing up

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talking about all the general
pitfalls of mortgage doesn't

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necessarily cut it.

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So on this podcast, I don't know.

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I just want to.

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Get you to start thinking

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different.

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I want you to think, like get

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super serious about your business,
about mapping out a plan.

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And I want you to use this
framework.

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I want you to think that you're
going out to an investor and that

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investor was going to, you're
going to do a presentation.

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They're going to sit across the
table and they're going, okay, you

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want us to invest in your company?
Let's get into it.

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Show us who do you serve.

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Right.

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Like every business serves a
person.

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It solves a problem.

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If yours is I help people who need

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a mortgage, not going to work.

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You might find lightning in a

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bottle now.

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And we're in a couple of busier

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months now where I know some
brokers are crushing it now.

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But that's not going to be the
game forever.

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And I see you.

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I know you see this changing.

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So I want to walk through this
conversation and my thinking life.

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And this should hopefully.

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Open up your eyes a bit where

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you're like, ah, I get it now.

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Because with every niche, there

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are pros and cons.

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Each of us have our own strength

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as a mortgage broker, as a human
being.

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Yet some of us are trying to build
a mortgage business and not play

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into our strengths.

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So let's call it what it is.

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I'll give you some specific
examples.

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But let's call what it is.

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And what if we built a business

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that was around our strengths?
And we become very open to what

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the pros and cons are.

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So I'll give you an example.

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So there's a bunch of different
types of niches.

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There's super specific strategy
niches like cash damming, like

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Smith Maneuver, like reverse
mortgages.

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So the pros to those things are
they're going to cut through.

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The avatar is defined.

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Definitely on cash dam, that's

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landlords or people with basement
suites.

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It's defined your avatar for you.

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If you start talking about it on

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social and there's... lots of
people doing it and it's all

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they're talking about and they're
doing very well.

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So look around you.

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If you see the same person talking

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about the same thing, that should
be a, there's a thing in marketing

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where you're like, if you see
someone running ads, because you

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can go see everyone's Facebook ads
and whatnot under transparency,

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page transparency on their
business page.

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If you go to that and you see
they're running the ad and they've

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been running it for a year, 18
months, why do you think they're

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running it?
Because it works.

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If you see someone on social, all
they talk about is reverse

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mortgages.

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Why do you think that is?

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Because it's work.

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Do you think it's working?

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Do you think there's doing it
like, no, they're just not telling

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you what the plan is, but it's
freaking working.

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So you've got those strategic ones
and we'll break down some pros and

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cons in there.

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And then you've got, because I

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know there's a lot of you losing
deals to rate.

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And so I'm going to give you some
examples of how you can defend

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that.

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Then you've got some more general

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stuff.

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You can be, I build a community

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-based brand.

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This is about building your brand.

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Like, what are you going to be
known for in 2028, 2032?

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Someone thinks you, they go, ah,
got it.

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Right.

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I always knew there was this

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waterfront condo girl back in
Burlington.

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I knew waterfront condos.

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That's who I thought about.

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I'm on the water.

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Boom, boom, boom, boom.

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I know you should go to.

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I had commercial guys.

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I had new construction condo.

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I had single family home.

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I had people that work certain
neighborhoods in real estate, but

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for mortgages.

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It's like you could get by with

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this old business model of just
doing a bunch of everything and

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never being phenomenal at
everything and being pulled in 12

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different directions.

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Well, those days are gone now

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because you need to be more of a
specialist.

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So you can either get your brand
going with, hey, I'm so good at

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content.

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I pump out so much content.

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My niche.

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is me being good at content, me

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being great on a camera, me seeing
social trends and leaning into it,

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me having a videographer that
follows me around or I work with

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once or twice a month that pumps
out awesome stuff, me being super

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consistent, me understanding
Instagram and what to post versus

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me understanding Facebook or
LinkedIn or TikTok or YouTube

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shorts or YouTube long form, me
understanding the platform, like

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you understanding the algorithms.

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and what to post and what not to

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and when to post and how to post
and what to say and what not to

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say, that could be your niche.

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And there are brokers who are

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doing this who are just okay
mortgage brokers.

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But guess what's happening?
People are coming in because

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they're building so much trust and
awareness and they're going wide

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on their content.

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They're talking about prepayment

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privileges, fixed versus variable,
reverse mortgages, rental cash.

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They're all over the place.

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But what they're good at, they're

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throwing their strength.

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and they enjoy it, is making

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content.

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Their strength isn't brokering

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deals.

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So hopefully that was like an aha,

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like, oh shit, okay.

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You could be a five out of 10.

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I know five out of 10 mortgage
brokers that are making over a

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million dollars a year because
their brand is really good.

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And that's what they decided to
focus their energy on.

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And then they just hire a team to
help them with the other stuff.

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But them themselves, they're not
great mortgage brokers.

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They lose deals all the time.

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They lose deals to rate all the

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time.

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But guess what?

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They're okay with it.

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Or they're a little better than

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the average broker at talking
their way through and handling

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objections.

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And a lot of you aren't good at

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handling objections around rate
and clearly defining your value

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adds to a client as to why they're
going to work with you for a 30

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basis point premium.

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Some more evolved brokers, they

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have that.

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They can wordsmith things on the

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phone.

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They're really slick on the phone.

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They've been talking on the phone
for years.

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And so they have a comfort level.

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I have a comfort level with that.

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Handling that conversation, asking
people, explaining my value ads

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very simply and clearly, and then
going, am I your guy?

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I'm going to hold you to that,
Bob.

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Am I your guy?
Because I'm going to do a lot of

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work for you, man.

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But I'm going to show you how to

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be mortgage -free six years
faster.

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And yeah, my interest rate is not
going to be as good as RBC.

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I just get it all out in the open.

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Could you go there and do it

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yourself?
Good luck.

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Give her a go, Bob.

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You don't get me.

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So I did that.

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I built a business building this

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unwavering trust with people and
handling those conversations.

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And I had no social media.

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I had no brand.

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I had a webinar.

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But I was really good at that.

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That was my strength.

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So I leaned into it.

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Some of you are trying that model
right now.

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And a majority of you are.

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And you're not good at it.

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So call it what it is.

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Either you up your freaking game

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or you change the game, right?
What's that saying?

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Don't hate the player, hate the
game.

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I hate that saying, but I'm like,
you get the idea.

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Someone hits you coming at you
strong with, hey, what's your best

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rate?
What's your best?

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Don't feel frustrated by that.

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That is going to happen.

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That is never going away.

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Be prepared to deal with it.

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How are you going to deal with it?
You should have a five -step plan.

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A three, like that should be boom,
boom, boom, boom, boom.

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You should have role played 30,
40, 50 hours of people to handle

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that.

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Should roll off your tongue like

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that.

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So if you're not going to do that,

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now you start going, okay, is
there a niche I can do where it

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00:08:40,470 --> 00:08:43,789
takes the rate off the table?
My clients value me a lot quicker,

260
00:08:43,789 --> 00:08:45,710
right?
There's a lot that we're going to

261
00:08:45,710 --> 00:08:48,430
hit all these different angles
here of all these different

262
00:08:48,430 --> 00:08:48,790
things.

263
00:08:48,790 --> 00:08:51,310
And so you could just throw

264
00:08:51,310 --> 00:08:52,830
yourself into content, knowing
you're going to lose deals to rate

265
00:08:53,010 --> 00:08:54,870
and be okay with it.

266
00:08:54,870 --> 00:08:56,950
But you're going to get 100 swings

267
00:08:56,950 --> 00:08:57,710
of the play.

268
00:08:57,850 --> 00:08:59,110
Baseball analogy, you're going to

269
00:08:59,110 --> 00:09:01,570
get 100 discovery calls that week
versus having the three or four

270
00:09:01,570 --> 00:09:04,610
you're having now and two or three
are losing to rate because you're

271
00:09:04,610 --> 00:09:04,990
not equipped enough.

272
00:09:04,990 --> 00:09:07,390
You don't have the skill set to

273
00:09:07,390 --> 00:09:07,930
handle that conversation.

274
00:09:07,930 --> 00:09:09,750
Ah, this should be like cluing in

275
00:09:09,750 --> 00:09:09,950
here.

276
00:09:09,950 --> 00:09:12,010
It's not one size fits all.

277
00:09:12,010 --> 00:09:15,610
You're not supposed to go out and
talk about 12 different things and

278
00:09:15,610 --> 00:09:18,370
then handle the rate conversation
and knock it out of the park.

279
00:09:18,530 --> 00:09:19,830
That's not, not everyone does it.

280
00:09:19,830 --> 00:09:22,010
Not everyone's wired to do that.

281
00:09:22,010 --> 00:09:23,230
And then what ends up happening
with this?

282
00:09:23,230 --> 00:09:26,450
I was chatting with an agent on
the team and she's like, Ryan,

283
00:09:26,450 --> 00:09:30,810
when I lose a file, I'm not super
awesome at what to say on that

284
00:09:30,810 --> 00:09:31,130
rate.

285
00:09:31,130 --> 00:09:33,370
And I have my strategies and I

286
00:09:33,370 --> 00:09:35,610
implement them here, there, but
I'm not good at that.

287
00:09:35,610 --> 00:09:39,250
And then when I lose a file
because it went to rate, even

288
00:09:39,250 --> 00:09:45,110
though I gave them everything and
they didn't see the light, it

289
00:09:45,110 --> 00:09:47,890
wears on me and I lose the wind in
my sails.

290
00:09:47,890 --> 00:09:50,630
I feel a little deflated and it
starts to.

291
00:09:50,630 --> 00:09:52,270
seep into other areas of my
business.

292
00:09:52,270 --> 00:09:55,940
Now, all of a sudden, that content
I was going to go make that day, I

293
00:09:55,940 --> 00:09:57,180
don't feel like doing it so much.

294
00:09:57,180 --> 00:09:58,560
Now, all of a sudden, I have to go

295
00:09:58,560 --> 00:09:59,600
chase clients around for paperwork
on other files.

296
00:09:59,680 --> 00:10:01,460
I feel less motivated for that.

297
00:10:01,460 --> 00:10:03,380
And now I have to rally the troops

298
00:10:03,380 --> 00:10:05,460
in my head and get back at it for
the next call.

299
00:10:05,460 --> 00:10:07,260
But I feel like I have the same
weapons.

300
00:10:07,420 --> 00:10:09,840
I talked about a couple of
strategies, but I'm not good at

301
00:10:09,840 --> 00:10:10,760
fighting the client for their
trust.

302
00:10:10,760 --> 00:10:12,420
I'd rather it be there already
through the strategy.

303
00:10:12,600 --> 00:10:16,260
So she shifted gears, shifted
gears from being a refinance

304
00:10:16,260 --> 00:10:19,520
specialist, showing them how to do
debt console, debt swap, or power

305
00:10:19,520 --> 00:10:21,630
the paycheck, the man won.

306
00:10:21,630 --> 00:10:22,970
That's always going to come back

307
00:10:22,970 --> 00:10:23,290
to interest rate.

308
00:10:23,290 --> 00:10:24,050
At some point, somehow the

309
00:10:24,050 --> 00:10:24,530
conversation comes in.

310
00:10:24,530 --> 00:10:25,970
And if you keep losing files to

311
00:10:25,970 --> 00:10:27,430
that, she's like, I'm going to
switch.

312
00:10:27,430 --> 00:10:27,810
I don't know cash.

313
00:10:27,810 --> 00:10:29,210
I'm going to go to that.

314
00:10:29,210 --> 00:10:32,010
Because now the interest rate's
off the table and they already

315
00:10:32,010 --> 00:10:32,290
value me.

316
00:10:32,290 --> 00:10:34,610
No one else can do what I'm doing.

317
00:10:34,610 --> 00:10:36,250
Very few people can.

318
00:10:36,250 --> 00:10:37,310
And so, but here's the trade -off.

319
00:10:37,310 --> 00:10:38,210
The con of that is this.

320
00:10:38,210 --> 00:10:40,030
The pro is if you're a refinance

321
00:10:40,030 --> 00:10:44,170
specialist and you can talk your
way around interest trading at

322
00:10:44,170 --> 00:10:48,900
people who believe in you and you
show them numbers, you're still

323
00:10:49,140 --> 00:10:50,820
going to lose files.

324
00:10:51,040 --> 00:10:52,140
That's the con.

325
00:10:52,140 --> 00:10:57,600
The pro is when you get them in
the door, it's probably four hours

326
00:10:57,780 --> 00:10:58,280
of file.

327
00:10:58,280 --> 00:10:59,040
Pretty easy peasy, right?

328
00:10:59,040 --> 00:11:01,760
Refinance, no COFs, no referral
partners, money in the bank in 60

329
00:11:01,760 --> 00:11:03,400
days, that kind of jam.

330
00:11:03,400 --> 00:11:04,560
That sounds awesome.

331
00:11:04,560 --> 00:11:07,660
Well, guess what?
Another con is you have to cut

332
00:11:07,740 --> 00:11:09,340
through the noise on social
because a lot of people are

333
00:11:09,340 --> 00:11:09,600
talking cash flow.

334
00:11:09,600 --> 00:11:11,180
A lot of people talk mortgage

335
00:11:11,180 --> 00:11:11,440
-free faster.

336
00:11:11,440 --> 00:11:14,730
So now your content has to be that

337
00:11:14,730 --> 00:11:15,570
much better to cut through the
noise.

338
00:11:15,790 --> 00:11:17,430
Whereas I'm just giving you
examples.

339
00:11:17,430 --> 00:11:19,230
I'm not telling you what to do
here.

340
00:11:19,230 --> 00:11:21,030
If you're cash down, you cut
through the noise.

341
00:11:21,030 --> 00:11:23,670
It's, hey, landlords, one or two
properties.

342
00:11:23,670 --> 00:11:25,470
Hey, people own a principal
residence with a basement suite.

343
00:11:25,470 --> 00:11:26,430
Guess what?
And now they come in.

344
00:11:26,430 --> 00:11:29,190
But those files are going to be
eight to 12 hours.

345
00:11:29,670 --> 00:11:32,250
But you're not going to lose the
file to rate.

346
00:11:32,250 --> 00:11:34,850
So it's going to be easier to get
people's attention on social.

347
00:11:34,850 --> 00:11:40,030
You will lose less people when you
get working with them.

348
00:11:40,030 --> 00:11:41,750
But you're going to work harder
and longer for them.

349
00:11:41,750 --> 00:11:44,060
But you'll have a deal there.

350
00:11:44,060 --> 00:11:45,220
You'll get paid.

351
00:11:45,220 --> 00:11:47,840
So now this becomes a, how do I
get really good at executing the

352
00:11:47,840 --> 00:11:50,280
strategy and learning that and how
to put that out on content?

353
00:11:50,280 --> 00:11:53,840
And then how do I build a process
that keeps it super tight so the

354
00:11:53,840 --> 00:11:56,560
client journey is awesome and my
team is awesome?

355
00:11:56,560 --> 00:11:57,500
to execute on the file.

356
00:11:57,500 --> 00:11:59,060
So those start to become your

357
00:11:59,060 --> 00:11:59,200
challenges.

358
00:11:59,200 --> 00:12:01,060
But now your challenge isn't

359
00:12:01,060 --> 00:12:03,900
overcoming the rate objection,
because that objection has already

360
00:12:03,900 --> 00:12:05,420
been taken off the table.

361
00:12:05,420 --> 00:12:06,240
Same as reverse mortgages.

362
00:12:06,240 --> 00:12:09,940
Reverse mortgages, by the way,
we're going to be doing probably a

363
00:12:09,940 --> 00:12:12,880
six or seven -month deep dive on
in Strategy Hub in 2026 at some

364
00:12:12,880 --> 00:12:12,960
point.

365
00:12:12,960 --> 00:12:15,040
There's a lot of ninja strategies

366
00:12:15,040 --> 00:12:15,920
that the boys have around it.

367
00:12:15,920 --> 00:12:18,940
That industry is not going away.

368
00:12:18,940 --> 00:12:21,240
That product is not going away.

369
00:12:21,240 --> 00:12:22,020
It defines your avatar.

370
00:12:22,140 --> 00:12:23,660
55 plus owns a home with equity.

371
00:12:23,660 --> 00:12:23,960
Okay.

372
00:12:23,960 --> 00:12:26,180
Cuts through the noise.

373
00:12:26,180 --> 00:12:27,040
Advanced strategy, you don't lose

374
00:12:27,040 --> 00:12:28,240
on interest rate.

375
00:12:28,240 --> 00:12:29,740
Remember, when I'm talking about

376
00:12:29,740 --> 00:12:32,960
all this stuff, I'm not saying you
don't do any other deals.

377
00:12:32,960 --> 00:12:35,580
But I'm talking about if you're
talking to an investor and you're

378
00:12:35,580 --> 00:12:38,080
showing them your marketing plan,
your business plan, this is who

379
00:12:38,080 --> 00:12:38,820
it's geared towards.

380
00:12:38,820 --> 00:12:40,260
But other people are going to come

381
00:12:40,260 --> 00:12:41,260
in the door.

382
00:12:41,260 --> 00:12:42,440
Other people, and you're just

383
00:12:42,440 --> 00:12:45,020
going to decide moment if it's
something you want to do.

384
00:12:45,020 --> 00:12:47,420
So you're not saying no to other
business.

385
00:12:47,420 --> 00:12:50,780
But what you are saying yes to is
you're saying yes to clarity.

386
00:12:51,040 --> 00:12:52,180
And clarity will lead to
consistency.

387
00:12:52,260 --> 00:12:53,720
Consistency in people
understanding your message and in

388
00:12:53,720 --> 00:12:54,580
you going out there.

389
00:12:54,580 --> 00:12:56,060
Remember this saying, this is an

390
00:12:56,060 --> 00:12:58,020
important one.

391
00:12:58,020 --> 00:12:59,140
You get tired of your marketing

392
00:12:59,140 --> 00:13:00,500
way before your avatar ever does.

393
00:13:00,500 --> 00:13:02,600
Just because you keep talking

394
00:13:02,600 --> 00:13:03,260
about whatever you're talking
about.

395
00:13:03,340 --> 00:13:04,840
If it's reverse mortgages or it's
cash down.

396
00:13:04,840 --> 00:13:10,540
If that's all I talk about and I
show different angles of and 70 %

397
00:13:10,540 --> 00:13:12,600
of my content is that.

398
00:13:12,600 --> 00:13:15,940
I should be breaking down into

399
00:13:15,940 --> 00:13:17,740
like, not where I'm just going
from before and after.

400
00:13:17,740 --> 00:13:18,380
one piece of content.

401
00:13:18,380 --> 00:13:20,860
The other one is the nuances of a

402
00:13:20,860 --> 00:13:23,220
calculator, the nuances of a
closing cost, the nuances of the

403
00:13:23,220 --> 00:13:26,460
outcome or the challenge they were
having or live deals we worked on.

404
00:13:26,460 --> 00:13:29,360
You can split that all up so you
never run out of stuff to talk

405
00:13:29,360 --> 00:13:29,440
about.

406
00:13:29,440 --> 00:13:30,660
And that's where your head should

407
00:13:30,660 --> 00:13:32,340
start going on that completely
niched out stuff.

408
00:13:32,340 --> 00:13:37,440
And so those nuances will give you
unlimited content to put out

409
00:13:37,440 --> 00:13:37,580
there.

410
00:13:37,580 --> 00:13:40,020
So when we're talking about Going

411
00:13:40,020 --> 00:13:43,260
into your niche, you've got the
pros and cons.

412
00:13:43,260 --> 00:13:45,120
You've got, we did cash jamming.

413
00:13:45,120 --> 00:13:46,440
We did reverse mortgage.

414
00:13:46,440 --> 00:13:49,300
You did, you could build a
community brand where it's all

415
00:13:49,300 --> 00:13:53,140
about the community and you
showcase small businesses in the

416
00:13:53,720 --> 00:13:55,060
community on your social.

417
00:13:55,060 --> 00:13:57,900
You walking up to a coffee shop,

418
00:13:57,900 --> 00:14:01,040
the name of it, showing the menu,
showing you order.

419
00:14:01,040 --> 00:14:03,000
You can even talk to the person
who owns about mortgages.

420
00:14:03,000 --> 00:14:05,500
You're going to share it as a
collaboration, splice it together

421
00:14:05,500 --> 00:14:07,300
super easy in two, three minutes,
fire that off.

422
00:14:07,300 --> 00:14:08,320
The asthma is a collaborator.

423
00:14:08,320 --> 00:14:10,370
They're going to put it out.

424
00:14:10,370 --> 00:14:11,390
You're the community -based
broker.

425
00:14:11,390 --> 00:14:15,430
right you get people in the door
because of the community how you

426
00:14:15,430 --> 00:14:18,810
make them feel you have a heart
-based business you just you

427
00:14:18,810 --> 00:14:21,610
always give give give give give no
expectations that's the vibe

428
00:14:21,610 --> 00:14:23,130
that's the energy you're being
seen a local you're just always

429
00:14:23,450 --> 00:14:27,650
just helping everybody when they
come in now you have to a team

430
00:14:27,650 --> 00:14:30,650
that's going to help you
understand you're going to have a

431
00:14:30,650 --> 00:14:36,240
tight client journey like a lot of
those community -based brokers do

432
00:14:36,240 --> 00:14:38,520
They end up doing too much work
for the client, but that's like

433
00:14:38,520 --> 00:14:39,360
their secret sauce.

434
00:14:39,440 --> 00:14:41,060
But they don't have strategies up

435
00:14:41,200 --> 00:14:41,720
their sleeve.

436
00:14:41,720 --> 00:14:43,460
Once in a while, they pull

437
00:14:43,460 --> 00:14:43,820
something out.

438
00:14:43,820 --> 00:14:45,800
But they're going to still lose

439
00:14:45,800 --> 00:14:46,460
deals to rate.

440
00:14:46,460 --> 00:14:47,060
But guess what?

441
00:14:47,060 --> 00:14:48,640
They get more swings at the plate.

442
00:14:48,640 --> 00:14:50,000
They get more people in.

443
00:14:50,220 --> 00:14:52,280
So you can have a community -based
thing.

444
00:14:52,280 --> 00:14:54,740
You can have a couple of
strategies you do on the back end.

445
00:14:54,740 --> 00:14:57,920
And eventually, over time, you'll
evolve as a broker getting good at

446
00:14:57,920 --> 00:14:58,760
handling the rate conversation.

447
00:14:59,220 --> 00:15:00,600
But the rate conversation is not

448
00:15:00,600 --> 00:15:01,060
going away.

449
00:15:01,160 --> 00:15:02,200
So then the question is, what are

450
00:15:02,200 --> 00:15:07,110
you going to do with it?
Are you going to be a strategy

451
00:15:07,110 --> 00:15:09,230
broker where you could have a
bunch of strategies?

452
00:15:09,230 --> 00:15:09,950
And that's cool.

453
00:15:09,950 --> 00:15:11,890
You could be strategy specific

454
00:15:11,890 --> 00:15:12,210
broker.

455
00:15:12,210 --> 00:15:13,850
And this can evolve over time.

456
00:15:13,850 --> 00:15:17,670
This isn't something that you are
stuck to because you're like, damn

457
00:15:17,670 --> 00:15:20,490
it, I've just been talking about
cash damming forever.

458
00:15:20,490 --> 00:15:22,150
And that's all I've been.

459
00:15:22,150 --> 00:15:23,090
No, you can change it.

460
00:15:23,090 --> 00:15:25,030
You can shift gears at some point.

461
00:15:25,030 --> 00:15:25,790
You can sprinkle other things in.

462
00:15:25,790 --> 00:15:26,690
But let's not confuse people.

463
00:15:26,690 --> 00:15:27,050
Let's not.

464
00:15:27,050 --> 00:15:29,080
If cash dam is your thing.

465
00:15:29,080 --> 00:15:30,740
I built a whole brand on this in

466
00:15:30,740 --> 00:15:33,020
one of our cash damn boot camps.

467
00:15:33,020 --> 00:15:34,260
It was called, oh my God,

468
00:15:34,360 --> 00:15:34,500
Landlord.

469
00:15:34,500 --> 00:15:35,080
Oh my God, something Landlord.

470
00:15:35,080 --> 00:15:37,220
It was such a good brand, I forgot
it.

471
00:15:37,220 --> 00:15:40,860
It actually was a really good, it
was a good brand.

472
00:15:40,860 --> 00:15:41,480
It was something Landlord.

473
00:15:41,480 --> 00:15:43,120
Oh my goodness, how do I not

474
00:15:43,120 --> 00:15:44,400
remember this?
My brain's going crazy.

475
00:15:44,480 --> 00:15:45,660
I'm staring at the water and the
beach.

476
00:15:45,660 --> 00:15:46,060
I'm sorry, guys.

477
00:15:46,060 --> 00:15:47,600
It'll hit me eventually at some

478
00:15:47,600 --> 00:15:48,000
point.

479
00:15:48,100 --> 00:15:50,360
But I built a whole thing around.

480
00:15:50,360 --> 00:15:53,980
I'm like, Before I go talking
about 18 other things, I'm going

481
00:15:53,980 --> 00:15:56,560
to get my content dialed in around
one thing, the process dialed in

482
00:15:56,560 --> 00:15:57,960
around it, my webinar dialed in
around it.

483
00:15:57,960 --> 00:16:00,240
I'll start a podcast too.

484
00:16:00,240 --> 00:16:01,660
You don't even have to do that.

485
00:16:02,860 --> 00:16:07,120
But the webinar on it, I'm going
to go, what am I committing to

486
00:16:07,120 --> 00:16:09,140
social wise?
Who's my avatar referral partner

487
00:16:09,140 --> 00:16:11,280
that I'm going to identify?
Because referral partners will

488
00:16:11,280 --> 00:16:11,940
come in your world.

489
00:16:11,940 --> 00:16:14,600
Who am I going to start opening

490
00:16:14,600 --> 00:16:16,500
that's watching my content?
Am I doing prospecting?

491
00:16:16,500 --> 00:16:18,960
But I'm just going to sit on that
one thing.

492
00:16:18,960 --> 00:16:21,480
I'm not going to shift gears.

493
00:16:21,480 --> 00:16:24,260
I'm not going to go to reverse

494
00:16:24,260 --> 00:16:24,880
mortgage.

495
00:16:24,880 --> 00:16:27,580
I'm going to go build a brand

496
00:16:27,580 --> 00:16:28,040
around this.

497
00:16:28,040 --> 00:16:28,860
You can build a very spectacular

498
00:16:28,860 --> 00:16:32,600
thing, but you have to cater it to
your strengths.

499
00:16:32,600 --> 00:16:36,620
And so from doing cash hamming,
Smith Maneuver, reverse mortgages,

500
00:16:36,620 --> 00:16:37,380
you've taken away the right
conversation.

501
00:16:37,380 --> 00:16:40,160
And a lot of you, that's your
biggest downfall.

502
00:16:40,260 --> 00:16:41,540
You can't handle the rate
conversation.

503
00:16:41,680 --> 00:16:45,320
And it takes 200 swings at the
plate to get better at it.

504
00:16:45,320 --> 00:16:46,640
But you don't have to catch 22.

505
00:16:46,640 --> 00:16:48,200
You don't have 200 swings at the

506
00:16:48,200 --> 00:16:50,480
plate coming in.

507
00:16:50,480 --> 00:16:51,660
So every call is that important.

508
00:16:51,780 --> 00:16:55,210
So what does that tell you?
Tells you you need more calls.

509
00:16:55,210 --> 00:16:59,310
So maybe you, if that's the world
you're going to live in, you're

510
00:16:59,310 --> 00:17:02,590
always going to, the rate
conversation is never going to go

511
00:17:02,590 --> 00:17:02,830
away.

512
00:17:03,110 --> 00:17:04,849
So then you better get damn good

513
00:17:04,849 --> 00:17:06,470
at content, right?
At building out your marketing.

514
00:17:06,470 --> 00:17:07,150
And there's nothing wrong with
that.

515
00:17:07,150 --> 00:17:10,310
Everyone's doing it around you in
some form, but there is a lot of

516
00:17:10,310 --> 00:17:14,290
content being out there with
people I see doing nine different

517
00:17:14,290 --> 00:17:15,829
types of things and their content
is just okay.

518
00:17:15,829 --> 00:17:17,930
I'd rather you talk about one
thing over and over, one avatar

519
00:17:17,930 --> 00:17:21,720
you help and get your content
really good.

520
00:17:21,720 --> 00:17:26,240
And then you can take that same
model with a different avatar if

521
00:17:26,240 --> 00:17:27,400
you choose.

522
00:17:27,400 --> 00:17:29,360
But once you get going there,

523
00:17:29,360 --> 00:17:31,080
you'll quickly realize, You don't
have to.

524
00:17:31,080 --> 00:17:34,660
So you have the community -based
broker, still going to have the

525
00:17:34,660 --> 00:17:35,880
rate conversation.

526
00:17:36,020 --> 00:17:37,760
You've got the content -based

527
00:17:37,760 --> 00:17:40,180
broker, still going to have the
rate conversation.

528
00:17:40,180 --> 00:17:44,800
You've got cash damming, reverse
mortgages, Smith Maneuver.

529
00:17:45,320 --> 00:17:48,740
That is the rate conversation goes
away and it clearly defines your

530
00:17:48,840 --> 00:17:49,040
avatar.

531
00:17:49,040 --> 00:17:51,200
The other one, the content -based

532
00:17:51,200 --> 00:17:56,600
and the community -based broker,
that being your niche, doesn't

533
00:17:56,600 --> 00:17:57,820
clearly define your avatar.

534
00:17:57,820 --> 00:17:59,420
So now you're back to dealing with

535
00:17:59,420 --> 00:17:59,520
everybody.

536
00:17:59,520 --> 00:17:59,740
right?

537
00:17:59,740 --> 00:18:02,840
Which also, once again, pros and
cons to everything puts stress on

538
00:18:03,200 --> 00:18:07,280
your team because now you're
trying to juggle A's, your team

539
00:18:07,280 --> 00:18:10,280
because now you're trying to
juggle A's, B's, privates, being

540
00:18:10,280 --> 00:18:12,780
good at all this stuff and good at
content.

541
00:18:12,780 --> 00:18:14,480
So this is stuff I highly suggest
you do.

542
00:18:14,480 --> 00:18:17,090
We're going to have a branding
bootcamp, a one day thing here.

543
00:18:17,090 --> 00:18:21,430
I don't know if it's just going to
be internal, if we're going to

544
00:18:21,430 --> 00:18:24,890
bring it out, but we're going to
talk about this and we're going to

545
00:18:24,890 --> 00:18:27,930
go, hey, let's have you map out
the pros and cons.

546
00:18:27,930 --> 00:18:29,650
And what are your strengths as a
mortgage broker?

547
00:18:29,650 --> 00:18:33,110
And what do you like to do?
It all stems around content

548
00:18:33,110 --> 00:18:33,370
though.

549
00:18:33,370 --> 00:18:36,070
And so I want to just start this

550
00:18:36,070 --> 00:18:36,330
conversation.

551
00:18:36,330 --> 00:18:38,970
We're going to talk about a lot

552
00:18:39,270 --> 00:18:41,630
more with a lot more specific
examples as we go through more

553
00:18:41,630 --> 00:18:43,710
episodes of this and we do that
branding bootcamp.

554
00:18:43,710 --> 00:18:47,140
This is how when you sit down with
the investor and you go, this is

555
00:18:47,140 --> 00:18:49,100
who we serve and the problem we
solve.

556
00:18:49,100 --> 00:18:49,200
Cool.

557
00:18:49,200 --> 00:18:51,080
And how do you plan on getting

558
00:18:51,220 --> 00:18:53,140
them?
I'm going to do X. How are you

559
00:18:53,140 --> 00:18:58,800
going to do that?
You're going to build a brand

560
00:18:58,800 --> 00:18:59,000
social.

561
00:18:59,000 --> 00:18:59,140
How?

562
00:18:59,140 --> 00:19:02,500
How many posts are you doing?
What type of posts are you doing?

563
00:19:02,680 --> 00:19:06,260
When are they scheduled?
What platform are you sending it

564
00:19:06,260 --> 00:19:08,160
on?
How are you getting your email

565
00:19:08,160 --> 00:19:09,740
address?
What's the follow -up?

566
00:19:09,740 --> 00:19:13,360
How are you getting them offline
into your email address?

567
00:19:13,600 --> 00:19:16,280
How are you marketing to them
ongoing through database

568
00:19:16,280 --> 00:19:19,200
marketing?
What are you doing there?

569
00:19:19,200 --> 00:19:19,460
How are you proactively reaching
out to those people engaging with

570
00:19:19,460 --> 00:19:23,200
your content?
This should all be mapped out, but

571
00:19:23,200 --> 00:19:23,840
it gets really hard.

572
00:19:23,840 --> 00:19:26,320
This is the part I'm really trying

573
00:19:26,320 --> 00:19:27,320
to piece together for you.

574
00:19:27,320 --> 00:19:27,820
It gets hard.

575
00:19:27,820 --> 00:19:30,640
if you're trying to talk to
everybody, to have all these

576
00:19:30,640 --> 00:19:31,380
different levels of discovery
calls.

577
00:19:31,380 --> 00:19:32,740
There's something really, really
nice about people coming in on

578
00:19:32,740 --> 00:19:34,500
discovery calls, and they're there
for one reason, because of the

579
00:19:34,500 --> 00:19:35,100
thing you stand for.

580
00:19:35,100 --> 00:19:36,140
Personally, me, I'm not the

581
00:19:36,140 --> 00:19:36,920
content broker.

582
00:19:36,920 --> 00:19:37,820
I'm not the community broker.

583
00:19:37,820 --> 00:19:41,790
Me, I pick a very specific
strategy, and I go all in on that,

584
00:19:41,790 --> 00:19:43,150
and I become that person.

585
00:19:43,150 --> 00:19:45,750
I still get a lot of other

586
00:19:45,750 --> 00:19:47,630
business and I choose to do it or
not.

587
00:19:47,630 --> 00:19:49,650
If you're BFS, if BFS is your
niche and you're really good at

588
00:19:49,650 --> 00:19:50,890
it, okay, that's cool.

589
00:19:50,890 --> 00:19:53,390
But you're speaking to a lot of

590
00:19:53,390 --> 00:19:57,850
different people and it covers
credit challenge, not credit

591
00:19:57,850 --> 00:19:58,370
challenge, AB private.

592
00:19:58,370 --> 00:19:59,970
Remember, there's takes two to

593
00:19:59,970 --> 00:20:00,350
tangle here.

594
00:20:00,350 --> 00:20:01,170
There's two sides of the story.

595
00:20:01,170 --> 00:20:03,570
You have to cut through the noise
with someone.

596
00:20:03,570 --> 00:20:06,030
You have to want to deal with
them.

597
00:20:06,030 --> 00:20:07,950
You have to be good at dealing
with them.

598
00:20:07,950 --> 00:20:11,130
And then you have to have the
partner with the lender on the

599
00:20:11,130 --> 00:20:11,250
other side.

600
00:20:11,250 --> 00:20:12,350
And so I see the people that are

601
00:20:12,810 --> 00:20:15,570
building the community -based
brokering and the content -based

602
00:20:15,570 --> 00:20:15,850
brokering.

603
00:20:15,850 --> 00:20:17,310
And it's not my sweet spot because

604
00:20:17,310 --> 00:20:19,550
the sweet spot is I have to have a
team.

605
00:20:19,550 --> 00:20:22,910
And I don't want to manage a team
of four or five people.

606
00:20:22,910 --> 00:20:24,690
Don't want to do it.

607
00:20:24,970 --> 00:20:27,250
It's not something I enjoy doing.

608
00:20:27,250 --> 00:20:29,630
I'd rather crush out 50, 60
million working 15 hours a week.

609
00:20:29,630 --> 00:20:31,110
Been there, done that.

610
00:20:31,110 --> 00:20:31,950
That's my jam.

611
00:20:31,970 --> 00:20:34,350
That works for me and my
lifestyle.

612
00:20:34,350 --> 00:20:35,590
For other people, they geek out on
that.

613
00:20:35,590 --> 00:20:40,200
I want to be so well known in the
community, walk down the street,

614
00:20:40,200 --> 00:20:43,640
have my pumpkin patch giveaways
and have all this.

615
00:20:43,640 --> 00:20:48,880
And I jump in the coffee shop and
everyone's like, Ryan, what's up?

616
00:20:48,880 --> 00:20:49,280
Yeah.

617
00:20:49,280 --> 00:20:50,740
And I'm like, yeah.

618
00:20:50,740 --> 00:20:52,120
Howard Morgan just said, great.

619
00:20:52,120 --> 00:20:52,820
Tony the Tiger here.

620
00:20:52,820 --> 00:20:57,240
And I'm like, yeah, it's too
bubbly for me.

621
00:20:58,120 --> 00:20:58,940
Not my thing.

622
00:20:58,940 --> 00:21:01,880
Can we just cut through the fluff

623
00:21:01,880 --> 00:21:05,220
and get to the thing?
That's what I want.

624
00:21:05,220 --> 00:21:10,060
So I would be a strategic broker
and I'd have a specific strategy.

625
00:21:10,060 --> 00:21:11,620
And then my marketing's dialed in.

626
00:21:11,620 --> 00:21:12,100
My stories are that.

627
00:21:12,260 --> 00:21:13,300
My reels are that.

628
00:21:13,300 --> 00:21:15,180
The platforms are that.

629
00:21:15,180 --> 00:21:16,220
My podcasts are that.

630
00:21:16,220 --> 00:21:17,240
Everything is talking about that

631
00:21:17,680 --> 00:21:18,220
one thing.

632
00:21:18,220 --> 00:21:20,100
You don't have a choice but to

633
00:21:20,100 --> 00:21:22,920
think about me when that topic
comes across your plate somehow,

634
00:21:23,700 --> 00:21:24,060
someway.

635
00:21:24,220 --> 00:21:25,040
And remember, you're not

636
00:21:25,040 --> 00:21:26,560
pigeonholed to your small town.

637
00:21:26,560 --> 00:21:28,640
Too many of you are like, I live

638
00:21:28,640 --> 00:21:29,540
in a small town.

639
00:21:29,540 --> 00:21:29,720
Bullocks.

640
00:21:29,720 --> 00:21:30,240
You have a province.

641
00:21:30,240 --> 00:21:31,180
And if you've got access to other

642
00:21:31,180 --> 00:21:31,820
provinces, you have other
provinces.

643
00:21:31,820 --> 00:21:32,600
If you're in Ontario and you're in
Sault Ste.

644
00:21:32,600 --> 00:21:33,680
Marie, you've got all of Ontario,
right?

645
00:21:33,680 --> 00:21:37,240
And referral partners will start
coming out of the weeds.

646
00:21:37,240 --> 00:21:38,560
I'm proving this right now.

647
00:21:38,560 --> 00:21:42,340
I'm a little over two years in on

648
00:21:42,340 --> 00:21:44,300
Instagram, going pretty deep on
it.

649
00:21:44,300 --> 00:21:47,440
And I have realtors reaching out
to me monthly now going, Ryan,

650
00:21:47,440 --> 00:21:48,740
love to send, love your energy.

651
00:21:48,740 --> 00:21:50,320
They still think I'm brokering.

652
00:21:50,320 --> 00:21:52,360
So maybe my content isn't that
good.

653
00:21:52,480 --> 00:21:53,080
I'm confusing people.

654
00:21:53,080 --> 00:21:54,720
I guess I must be.

655
00:21:54,720 --> 00:21:56,960
Because I have people sending me
their leads.

656
00:21:56,960 --> 00:21:58,980
They want me to do their own
mortgage.

657
00:21:59,960 --> 00:22:02,000
And I have referral partners,
realtors reaching out to me,

658
00:22:02,000 --> 00:22:04,300
going, oh, I'd love to refer
clients to you.

659
00:22:04,300 --> 00:22:05,090
I love your vibe.

660
00:22:05,090 --> 00:22:06,170
I love how authentic you are.

661
00:22:06,170 --> 00:22:07,630
I just love the energy.

662
00:22:07,750 --> 00:22:09,630
And I'd love my clients would

663
00:22:09,630 --> 00:22:10,130
benefit.

664
00:22:10,130 --> 00:22:11,250
Could we jump on a call?

665
00:22:11,250 --> 00:22:13,750
And I'm like, yeah, man, I don't
broker anymore.

666
00:22:13,750 --> 00:22:15,350
But I'm proving it behind the
scenes.

667
00:22:15,650 --> 00:22:16,570
The same thing happens.

668
00:22:16,970 --> 00:22:19,270
And I just keep talking about the

669
00:22:19,270 --> 00:22:20,470
same thing.

670
00:22:20,570 --> 00:22:22,510
Most of you know, I've been

671
00:22:22,510 --> 00:22:23,110
consuming my content.

672
00:22:23,110 --> 00:22:25,390
You have a very good idea of what

673
00:22:25,390 --> 00:22:27,710
I stand for and what I do.

674
00:22:28,110 --> 00:22:29,330
It's not like wishy -washy.

675
00:22:29,330 --> 00:22:31,430
You kind of know.

676
00:22:31,430 --> 00:22:34,060
You're like, yeah, he's building

677
00:22:34,060 --> 00:22:38,280
the team and he runs strategy hub
and advanced strategies and he's

678
00:22:38,280 --> 00:22:41,600
good at sales and marketing and
he's building a brand on social.

679
00:22:41,600 --> 00:22:46,500
Like that's what I talk about all
day long, like 60 hours a week.

680
00:22:46,500 --> 00:22:47,900
That's what I do.

681
00:22:47,900 --> 00:22:48,960
Very clear, right?

682
00:22:48,960 --> 00:22:50,920
I'm not off there doing other
things.

683
00:22:50,920 --> 00:22:53,920
I'm not telling you we have an
underwriting hub and I'm so good

684
00:22:53,920 --> 00:22:54,620
at underwriting and structuring
files and over here.

685
00:22:54,620 --> 00:22:56,520
And I love speaking at
conferences.

686
00:22:56,520 --> 00:22:58,480
You know my stance on that.

687
00:22:58,480 --> 00:22:59,660
Ironically, I am speaking at an

688
00:22:59,660 --> 00:23:00,440
upcoming conference.

689
00:23:00,440 --> 00:23:01,080
Just funny again.

690
00:23:01,080 --> 00:23:02,380
I don't shy away from it.

691
00:23:02,580 --> 00:23:04,940
I just don't look for it.

692
00:23:05,040 --> 00:23:06,600
So it's one of those things.

693
00:23:06,600 --> 00:23:07,700
You need to like look yourself in

694
00:23:07,700 --> 00:23:10,380
the mirror here at some point and
get real about your business.

695
00:23:10,800 --> 00:23:13,120
And I don't know what story you're
telling yourself.

696
00:23:13,120 --> 00:23:16,820
I don't know who's telling you the
stories, but being a generalist is

697
00:23:16,940 --> 00:23:17,580
going to burn you.

698
00:23:17,580 --> 00:23:20,040
It is going to burn you if it

699
00:23:20,040 --> 00:23:20,700
hasn't already.

700
00:23:20,700 --> 00:23:22,560
And the reason we started this

701
00:23:22,560 --> 00:23:24,380
whole conversation because I know
general top brokers who are

702
00:23:24,380 --> 00:23:27,740
generalists who are now calling me
and they're asking me to coach

703
00:23:27,740 --> 00:23:27,820
them.

704
00:23:27,820 --> 00:23:29,340
on being a specialist at something

705
00:23:29,340 --> 00:23:30,760
because their books are dropping
dramatically.

706
00:23:30,760 --> 00:23:33,960
And the old game of renewal time,
turn in the book of renewal or at

707
00:23:33,960 --> 00:23:36,360
the three to four year mark for
refis, that's out the window right

708
00:23:36,360 --> 00:23:36,480
now.

709
00:23:36,480 --> 00:23:37,520
They've shawled their bullets.

710
00:23:37,520 --> 00:23:37,940
It's not working.

711
00:23:38,300 --> 00:23:39,460
So they're like, oh, shit, I have

712
00:23:39,460 --> 00:23:41,480
to switch gears.

713
00:23:41,480 --> 00:23:43,280
Should have done it earlier.

714
00:23:43,280 --> 00:23:45,360
The people that said social is a
waste.

715
00:23:45,360 --> 00:23:45,800
I don't understand.

716
00:23:45,800 --> 00:23:46,420
I don't get it.

717
00:23:48,100 --> 00:23:48,960
Oh, shit.

718
00:23:48,960 --> 00:23:49,880
They're two years behind the eight

719
00:23:49,880 --> 00:23:50,380
ball now.

720
00:23:50,380 --> 00:23:50,500
Right.

721
00:23:50,500 --> 00:23:53,660
Talk to a couple of people this
week who went all in on social in

722
00:23:53,660 --> 00:23:56,630
the last three, four years and 75
to 90 percent of their books

723
00:23:56,630 --> 00:23:59,090
coming from their social for the
first couple of years.

724
00:23:59,090 --> 00:24:00,990
And then it shifts to referral
based stuff coming in.

725
00:24:00,990 --> 00:24:04,330
The social media stuff drops down
to 25 to 50 percent because now

726
00:24:04,330 --> 00:24:07,670
you start building up a book and
people people love, like and trust

727
00:24:07,670 --> 00:24:07,850
you.

728
00:24:09,130 --> 00:24:11,710
And so that's what happens.

729
00:24:11,710 --> 00:24:13,750
And if you pick a niche, guess
what happens?

730
00:24:13,750 --> 00:24:15,610
You help the person that needs
that strategy.

731
00:24:15,610 --> 00:24:18,150
They know other people that need
the strategy.

732
00:24:18,150 --> 00:24:20,270
You're just not seeing past that.

733
00:24:20,270 --> 00:24:21,470
You're being too selfish.

734
00:24:22,270 --> 00:24:23,330
You want these perfect answers.

735
00:24:23,330 --> 00:24:25,940
If I do this, I get that.

736
00:24:25,940 --> 00:24:29,920
If I do reverse mortgages, Ryan, I
got to say no to all the other

737
00:24:29,920 --> 00:24:30,080
stuff.

738
00:24:30,080 --> 00:24:30,960
No, you don't.

739
00:24:30,960 --> 00:24:31,860
You can do it.

740
00:24:31,860 --> 00:24:33,780
But at some point, you're all in

741
00:24:33,780 --> 00:24:34,060
on reverse.

742
00:24:34,060 --> 00:24:35,380
And there's a big learning curve,

743
00:24:35,380 --> 00:24:36,240
much like cash time.

744
00:24:36,240 --> 00:24:37,780
There's a big learning curve.

745
00:24:37,780 --> 00:24:39,960
Whereas to do refinances, be known
as the refinance expert to

746
00:24:39,960 --> 00:24:42,520
increase cash flow and help you
have your mortgage faster, the

747
00:24:42,520 --> 00:24:44,400
learning curve is a little
shorter.

748
00:24:44,400 --> 00:24:47,460
The amount of time you're going to
work on the deals is shorter, but

749
00:24:47,460 --> 00:24:51,220
it's harder to cut through the
noise on social and you're going

750
00:24:51,220 --> 00:24:52,440
to lose deals to rate.

751
00:24:52,440 --> 00:24:54,930
So you have to be okay with that

752
00:24:54,930 --> 00:24:59,370
until you're really, really good
at it, which takes you hundreds of

753
00:24:59,710 --> 00:25:00,050
calls.

754
00:25:00,050 --> 00:25:00,890
Okay, that's it, kids.

755
00:25:00,890 --> 00:25:04,790
We're starting to talk in circles
and I don't want to do that

756
00:25:04,790 --> 00:25:04,890
anymore.

757
00:25:04,890 --> 00:25:05,570
You get the idea.

758
00:25:05,570 --> 00:25:06,770
Brand, brand, brand.

759
00:25:06,770 --> 00:25:08,470
What does your brand stand for?

760
00:25:08,470 --> 00:25:11,290
I should know watching three,
four, five of your reels what you

761
00:25:11,290 --> 00:25:11,470
stand for.

762
00:25:11,470 --> 00:25:13,850
And if it's just a mix match, a

763
00:25:13,850 --> 00:25:14,530
blibbity blop, cool.

764
00:25:14,530 --> 00:25:15,890
You can still change that.

765
00:25:15,890 --> 00:25:17,910
But it's like, I'm not investing
in your company.

766
00:25:18,250 --> 00:25:22,500
And that's how we're starting to
look at things when we're looking

767
00:25:22,500 --> 00:25:23,500
at who we're going to partner
with.

768
00:25:23,500 --> 00:25:24,500
It's like, we're investing our
time.

769
00:25:24,500 --> 00:25:27,520
And we are investing money too,
paying people to do things.

770
00:25:27,520 --> 00:25:29,700
It's like, what do you stand for?
What are you trying to build?

771
00:25:29,700 --> 00:25:30,820
How can we complement it?
Right?

772
00:25:30,820 --> 00:25:33,820
If you're starting from scratch,
we're less likely to help.

773
00:25:33,820 --> 00:25:35,320
So anyways, that's it, kids.

774
00:25:35,320 --> 00:25:36,800
Enjoy the rest of your week.

775
00:25:36,800 --> 00:25:37,660
Hopefully you got some from that.

776
00:25:37,660 --> 00:25:39,540
I know I did just going through

777
00:25:39,540 --> 00:25:39,920
this again.

778
00:25:40,040 --> 00:25:40,760
That's it, kids.

779
00:25:40,760 --> 00:25:42,020
Thanks for the support.

780
00:25:42,020 --> 00:25:42,500
Okay, peace out.