June 11, 2026
303: Building a Lead Machine, One Channel at a Time
EPISODE DESCRIPTION
In this episode, I share the best way for a mortgage broker to build a lead machine, breaking down how you can create an omnipresence across multiple channels with a framework that highlights actionable, repeatable steps.
Most brokers are focused on the wrong things. They obsess over product knowledge while ignoring the skill that actually generates their income, marketing. Marketing effectiveness matters far more than technical mortgage knowledge, and 75% of your time should go toward sales and storytelling across multiple channels to create omnipresence, so you have actual leads flowing to your business and files to fund.
Now, I understand how all of this can seem overwhelming, as most don't know where to start, or have the skills to make this happen. This simple framework breaks it all down into manageable steps that any broker can do, all they need is consistency.
Rather than tackling every channel at once - social media, email, referrals, direct outreach - concentrate on building one lead generation channel per month, dedicating the time to learn each channel properly. Mastering any new skill takes approximately 20 hours of concentrated effort, yet most people quit after 3 to 4, and this is why they fail. Once you've built your first channel, stack another channel next month, repeating the same process. Eventually, you'll be visible everywhere your clients look, and this omnipresence will drive your business as leads flow from multiple sources naturally.
The trap in all of this is generic AI content. The industry is overrun by it because it's easy, and people are lazy, but shortcuts never lead to long-term success. Instead, stand out by embracing authenticity, even if it's not shiny and perfect. Write your own emails in your own voice. Record yourself with shitty lighting and a grainy camera. Share real stories about your failures and your wins. Being yourself outperforms the AI slop in every channel, every time.
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00:00:06 Ryan Wiley
Welcome to the mortgage game. I truly, truly believe that building a mortgage business, a successful one is like playing a game. There's winners, there's losers. There's certain things you try. Some of us are playing checkers while others are playing chess. I've had the ability to coach and mentor hundreds of mortgage brokers. I myself built a very nice business. So now I want to distill all that information, all the things I've learned from that and bring it directly to you in a simple to understand way. I hope you enjoy.
00:00:38 Ryan Wiley
All right. Welcome to the Morgans Game Podcast. West Coast Wiley sitting here at the beach in the baby blue Bronco recording studio. Oh, that was a mouthful. Let's get at it. So just coming off this week, we had maybe 23, 24 Team Wiley members. A bunch of them flew in from Ontario. We had them come to Kelowna. A lot of them had never been to Kelowna, which was awesome. We just had... experience. We did all the Kelowna things. We did, you know, the pool party at my house. I made everyone smash burgers. There's a smash burger Prosecco party. Some of them went down by the beach for a lender event party. We did a golf tournament. We did a winery. We did boating, wake surfing. We did breweries, live music. Oh, a hike. All the things you do in Kelowna. So it was an awesome four days, three, four days. Yeah. So cool. So those listening, obviously you're on the team. Thank you for coming. I've told you 18 times already. Amazing experience. It's just nice hanging out with people who actually like want to be around each other. It's very refreshing and something we didn't realize when we were building this. So I'm just coming out of that. That took a lot out of me for four days. And then this week I made it to the finish line. I powered through the week and now I feel great and we're moving forward. So I want to share something. This is something I've talked about a lot in the past and it's just so important and it just nobody talks about it in our industry. It's crazy. I think I'm the only one talking about it. which is just bonkers, right? I always said the best marketer always wins. You could be a great mortgage broker. It's going to only get you so far. It literally is. But if you're a great marketer, it's going to get you as far as you want to go. Like marketing, and I have some brokers on the team that are like, I'm seeing the transition. Like they're not asking me questions about brokering anymore. They're asking me questions about webinars, drip campaigns, conversion, paid ads, scripting. referral partners, like they're asking all the marketing stuff. They're geeking out on it and they're starting to go down these rabbit holes. It takes about 20 hours to go learn a new skill on average is what it is. So you want to learn to run paid ads or you want to learn to build a webinar. You want to learn to whatever it is. It's about 20 hours, but most of you stop at three or four or you don't even get there. You watch a YouTube video and then you fucking peace out because you're like, ah, it's too hard. Okay, then go back to your regular world. It's a skill. If you want to. Be better than 90 % of the people out there. It takes you 20 hours to learn something. There's books written on there. It's not the 10 ,000 rule. That 10 ,000 hour rule, that's to be like the gold medal Olympic standard for that skill. 20 hours is what you need. If you actually put a concentrated 20 hours on something, you will be very good at it. You won't have to get much better. So what I want to talk about is with this broker, it's around the marketing and this broker's like, she has so many reads coming in. And that's just not a lead problem anymore. She has a process system and team problem. That's always how it goes, right? You start 95 % of our industry is a lead problem. I don't have enough leads. So all your energy should go to that, right? You should always put all of your energy into fixing the one problem. And usually the one problem you fix, that problem usually fixes other problems, right? If you don't have enough money in the bank, if there's stress in the household, if there's, if you're losing motivation because you're not closing up deals, if like all that. If you just got more leads, it would solve all those problems. So now all of your energy needs to go into solving that. If you have no money, you should have no shame. Also, put that out there. Like, just do what it takes. Otherwise, you're sitting back trying to build this, like, curated world within the things you want, but you want these big things. I want $300 ,000, but I'm not willing to do the work that it takes for $300 ,000. And you just sitting there cruising the internet is not work. That's just a fucking waste of time. So all your energy goes in two hours a day, three hours a day, four hours a day. If leads is your biggest problem, that should be where you spend majority of your time is you fix that problem. Once you fix it, then you have a process system problem because then stuff just starts falling through the cracks because you can't keep up and you can't keep like your turnaround time with people and you can't like your follow -ups and all this stuff. And then once you fix that, now you need to have a team problem. You need to hire someone. or hire another person or tweak the person you already have or spend time getting them better. And then once you've got that down, then now you're back to having a lead problem because you've got a well -oiled machine as much as it can be. So now you have to go figure out more leads or you just sit back and you go, hey, I'm happy with this. I'm just going to pull myself out of the business a little more. I'm going to work my 20, 30 hours a week. And I'm still going to do the things, the money -making tasks, the ones with leverage. And so talking to this broker, she's like, oh, my leads are, I get so many leads. I'm like, yeah, you've hit the point of omnipresent. Omnipresent is where when you get there, you're there. What that means is you are everywhere all the time and you get leads from all these spots. You get leads from Facebook groups. You get leads from your email marketing. You get leads from your social media. You get leads from your prospecting. You get leads from referral partners, from past clients, from someone down at the store who knows you. enter here, they start coming in from all these different spots. If you actually map it all out, you end up getting like a pretty even portion from all these things. And you're like, well, how did I get there? Well, it's all the little things you did along the way. And that's really the goal. The goal is you want to be in people's email. You want to be in people's feed on social media. You want to be in their DMs. You want to be texting. You want to be calling. You want to be getting referred by different people. You want to be like getting referred into other people's circles. You want to like build out your points of leverage. And so this podcast is brought to you by Americano. See how quick I did that? I'm a pro, kids. I'm a pro. And so now you're like, okay, that's cool, Ryan. How do I do that? Well, you can't go and build all those channels all at once. You have to actually map them out, identify them, and then go, okay, this week I'm going to build this channel out. Or this month I'm going to build this channel. Every month I'm going to dedicate to one of these channels. One of these channels of leads. So that eventually by the end of the year, I've got... leads come in from all these spots but a lot of you are going through about a two out of ten on each of them and you're expecting crazy results or you're just putting all your eggs in one basket and you're like this doesn't work i'm telling you every type of lead gen works there's people on my team who walk around and knock on doors yeah you're like i can't believe it well guess what his five broker complete files this week and
00:07:03 Ryan Wiley
like i can't believe it well guess what his five broker complete files this week and One, he just converted another guy. They door knocked 10 months ago. So like door knocking works. Mail outs work. If you want to go spend the money, when's it going to work? I don't know, but it will work. Everything will work. But you shift gears so fast. And you know what? I heard this on, I was watching Elon Musk. They're like, what's the number one thing, like biggest problem in society that, and he's like, he thought about it for a sec, thought about it. And he came back and it wasn't the birth rates going down and that's going to like cripple. That's a whole nother thing. It was short form video, short form videos, turning people's brains into mush. And it's so right. And now it's starting right at the bottom with the kids because their attention span is so short and they want instant gratification. Well, it's made its way into the adult world and it's, we're finally there now. So you've got. All these people who are sort of like rotting away their brains because they're just consuming 30, 45 second things instead of long form video, watching like a 40 minute YouTube video, a tutorial on something. I need to know how to do this thing in two minutes. And I just told you it takes 20 hours to be really good at something. You start connecting those dots and you're like, geez, okay, that's interesting. It's so true though. And so if you go back to being omnipresent and you're like, hey, I'm going to focus this week. I'm going to build my social media thing. I'm going to build my email marketing thing. Like being a dead horse here, keep talking about the same thing. Because that's all you need to do because it works. But you need to focus the energy on it. And the dream is to be omnipresent. And I got to that point when I was in mine. It's just the leads come in. You don't know where. Well, it came in from all the fucking sweat, tears, blood I put in earlier on. But I sat there in a room focused. And I built it out. And I would spend 20, 30 hours, courses, training, trial and error, building out webinars, learning the tech. And if you're like, I don't like doing that. Okay. Then you don't like money. Then go figure out what you do like that falls in the lead gen space. But how are you going to get leads? And if you're really good at knocking doors, if you're really good at building your infrastructure, then just lean into that. Go do that. But I'm telling you. Like, why can't you write an email? If you can't write an email, learn how to write an email. Like people stop. Like we tell our kids, oh, go learn and get better at it and practice. Like practice makes perfect and all the bullshit you tell them. But yeah, you're sitting there not doing it yourself. Like it's so crazy. Anything you want in your mortgage business is sitting right there. Whatever the money you want to earn is right there. But it's on the other side of you learning skills around marketing. It's not you learning. how to be a better broker. Being a better broker is not your problem. It's not. And you only get to be a better broker by working on more files. Right? Remember, it's a sales game. We talked about this on a coaching call this week. It was like, it took one broker, like two years in, I'm finally realizing this is a sales business. And like, holy mackerel, I just focused on being a better broker. And I wish I would have focused on being a better marketer. It's a marketing game. You need to put on your marketing hat. 75 % of the time. The other stuff's just a deal. It's a deal. It's a widget. It's a thing that you learn and then you understand the complexities and you position the client. But you learning how to be a great storyteller, you learning how to figure out the problems the client have and then attaching your solution to it and showcasing it and telling a story through numbers. That's a skill set. So go learn it. Go look at who else is doing it. Always start with, you know, the who, not the how. Who is doing this? I'm going to go mimic them. I'm going to go learn from them. I'm going to go call them and text them. I'm going to try to get on calls. I'm going to take them for lunch. I'm going to take them for dinner. I'm going to take them to a golf game. I'm going to, I just want to pick their brain. I want to be so connected to them and I want to learn it. I'm going to spend my 20 hours learning the skill, right? Because that skill is going to feed your family forever. Instead, a lot of us, you put your head in the sand. See that we took a turn. This call is going like omnipresent and the different channels. And we'll come back to it. But now I'm back to the, because I just see it every day. It's like you want to hide, put your head in the sand, be the secret broker that no one knows about and focus on things you're comfortable with, which is working on files and trying to find solutions. When in all reality, you're missing the whole concept. Concept is more people need to know your name. Because the cool part that happens is you get to start cherry picking the files you want to work on. This podcast is brought to you by Americano.
00:11:56 Ryan Wiley
Because a lot of you are just working on all these files and a lot of files you don't want to work on because you have nothing else to do. But you do. Go learn the skill set. Social media is going to get you in front of more people faster than anything else you could do in your life. So go learn how to make the best video. Go learn who your niche is you're going to serve. Figure that out. Go learn how to record a green screen. Go learn how to position this in your calendar, how to edit the video. Go learn how to do that and get a video out, minimum one a day. You're like, no, I don't want to, like, we're past the point of believing, but that's what gets you there, I hope. And I always come back to, you've heard me say this a million times, if you're not going to do that, then what? So if you're not going to put a video out a day and get better and better and better at it, your visual hook, your audio hook to your niche. better at the storytelling, better at the green screen, better at the, you know, using a teleprompter, not using teleprompter, all within the app. You don't need to have these fancy other editing things because people start getting fatigued on that. Only make videos you want to make. But if you're not going to go learn that and build a brand, then what? What's the plan? I'm not saying there's not another plan, but map it out for me. Show me the plan. Are you going to try to talk to 25 people a day, every day? Okay, I love that plan. Great plan. Who are you talking to? What are you saying? When are you doing it? What time of day? Like, is it in the calendar? Are you committed to it? Is it a priority for you? Do you believe in it? Like all these things. So a lot of you have sat there and I can see your game. It's flat. You're not evolving. And you need to up your game on a skill level. You just need better skills. And so if you're not going to improve your marketing skills, what skills are you going to sit there and improve? Right? If you're reading books right now, go read marketing books. Like the quicker you understand, the better you get at marketing. It's directly attached to how much money you make. You start to realize, well, why don't I just learn that? Well, I don't want to do it. Okay. Well, I don't know what to tell you then. Maybe you shouldn't be a mortgage broker. Like, I don't understand. Like you're running a business and your job as a business owner fundamentally is to get people to walk through the door. So how do you do that? Your product's only going to take you so far. And if no one knows you exist or no one knows you're a really good mortgage broker, how are they going to know? And if you're just waiting on word of mouth and you're waiting on all this super slow thing, then that's okay. Wait for that. But you're going to miss out on many years of your career. And then you might just get irritated and you might quit or you might then just instead evolve your family finances and like pull your expenses back. Like I've been the guy that goes the other way. I'm not like, hey, we got to get our expenses in line because dad's not making enough money here because dad doesn't want to do the fucking things that I know I need to do. So let's now do this and we can't do this trip and we shouldn't do this. I want to be careful if I want to buy. I'm like, fuck that. I go the other way. I go, where can I go spend money? to up my game to go make more money. Is it a course? Is it training? Is it hiring someone? Is it like, what is it? I'm going to go there where a lot of people go the other way. And all of a sudden now the quality of life starts going down. You start making excuses. Oh, it's the economy. Oh, interest rates are high. Oh, RBC. Oh, over here. Over there. My brokerage sucks. I'm not getting the advice I need. I'm not like it's never your fault. So instead you just see like your world starts collapsing and now the people around you that you were supposed to be taking care of and promised the best life possible, now their lives start. And maybe they don't know any different because we just adapt to situations, right? You start adapting to not making money. You start adapting to not being able to do the thing maybe you used to do, the vacations you used to take, you know, the quality of food you buy, the quality of healthcare you get, like all the things. Because you just sit here and at the end of the day, you're just fucking lazy. You don't want to go do the thing. And you can't tell me, I don't know what to do. If I sit there and I grill you for an hour, even half hour. So what should you do? If you wanted to make a half a million dollars, what would you? You would map out the plan. You all know pretty much 75 % of the plan. And then it's all mapped out. And you're like, so why aren't we doing it? I don't know. I don't know how to do that. Okay, then go learn how to do that. Oh, yeah. And spend 20 hours and figure it out. That's what we do. So like if there's that big of a disconnect, then I just sit back and I question and just go and either live in the world with the money you're going to make and you can't bitch about it. And you just tell all the people around you, this is the best I'm going to be. I'm just going to be an average broker and I'm averaging like half the other brokers are way better than me. Or you figure out the puzzle. Or you live within your means and you just go, this is my world. And they complain, oh, my mortgage sizes are so small. Like, I've heard all the excuses. I've heard them all. They're all there. Right? So I'm shaking the tree a bit here. And I'm going, eventually at some point, you want to be omnipresent, but it doesn't start with that. It doesn't start with doing all those eight things. It starts with carving out one of them. Okay, I'm going to go build on my email marketing. There's no better use of your time than writing a fucking email and adding it to a drip campaign and emailing your list. Because the email you write now, and please, Don't put AI slop out there. There's so much AI slop. I can tell the emails. I can tell the social stuff. It's just like, it's just all the same. You're just looking for fucking shortcuts. Spend the time. I write four emails a month and I'm really good at writing emails. I've been doing it for many years, but it takes me one and a half hours to write four emails. And then we hook them up on drip campaigns for the team. So everyone on the team gets this awesome drip campaign that I wrote. They're really good emails. But I spend the time, I get maximum leverage out of that. You would as well. You spending half hour a week writing one email, going out to your database of three, four hundred, and then adding it to a drip campaign where everyone coming in your world moving forward is going to get to see it. Think of that leverage you get. So why aren't you doing that? And why are you just letting like brokerage crap they send out? Like, is that what you want your voice to be? Like, start thinking about this. So you build out your email. marketing and then you get your process dialed in and maybe i think you should batch it i think once a month and i do mine sunday morning sunday morning once a month hour and a half write four emails boom done leverage completed one version of the omnipresent plan done and i move on the next one so then when you get that in line and your process dialed in and in the calendar because it's on the calendar doesn't exist when you get that done now you move over to the next one and if the next one is me prospecting So I can be in there DMs. Okay, then I'm going to do 10 a day. What am I going to say? And who am I reaching out to? So you map that all out. And then you put it in the calendar. It should be in there 9 to 9 .30 every day, two minutes and open, 20 minutes. Give myself 30 and I just do it. Okay, so I've got that. Now I go on to the next one. Download my social media. Okay. They start like reverse engineering all these different avenues. But a lot of you are trying to just jam this all in two weeks. You get frustrated. And like, I'm talking like jam it into 12 months. Like, what's the rush? Is the rush you need to make money? Well, shit, you should have thought about that before. You should have had 50K in the bank account, 20K in the bank account, so you don't have that pressure. If you're here to make fast money, good luck. It doesn't work. Wrong gig. Move on. Not there. Get another job. I don't know what to tell you. There's no fast money here. It's a long game. It's a long game. It's a 10 -year game. It's a 10 -year plan and we judge how things are operating in 12 -month segments. But you're just, you're brain rotted from 45 -second reels going, I need something now, instantly. So you're putting this extreme pressure on yourself, these unrealistic expectations for all the things you do in your business. And I've always, always, always played the long game. And I know if I build out these foundational pieces of lead gen and I stick to it 12 months from now, phenomenal things would have happened. And now I have an actual business and I start stacking on it. So I want to talk about that today. We're coming up to the end of this. Yeah, this is a little shorter one. That's fine. But let's get back to the AI slop. I want to touch on this. A lot of you are doing AI slop. I like saying that, AI slop. I don't know why. I heard someone say it and it's true. There's a lot of it out there. And you can just tell, like everyone can tell now. So what do you do? This is where I'm at. I put out a lot of content. I put out a lot of stuff. My main thing is to remain extremely authentic. Always me, my way, no one else's way. I'm going to do it. And you either like it, love it. I don't actually care. But I can sleep like a baby at night, wake up every morning. I can do my thing. I never get fatigued on it because I'm just doing what I want to do all the time. I'm not doing what others want and others, how they tell you to do it. Use the AI for this. No, fuck that. I know the other way. I'm going to stand out. I'm going to have a grainy webcam. with a whiteboard behind me. I'm going to write down things on a piece of paper. I'm going to write down things on a whiteboard. My stuff's going to stick out. I've been doing that way the whole time. But now with AI, my stuff's going to stick out even more. So you need to take that same influence. Can't be relying on AI to go do your skin. Now you're just blending in with everybody again. So how do you stand out? You go the opposite way. Always. Always go the opposite way. When everyone's selling, you're buying. When everyone's buying, you're selling. Right? You go the opposite way. That's how you win. Same thing with your marketing. So how can you be so extremely authentic? If you're doing the email marketing, and some of you are really good at this, bring in your family stuff with what you're doing within the mortgage world. Give them a quick three sentences about what your family's up to. Right? Adventures you're going on. Stuff you learned as a parent. Mistakes you made with your own mortgages. Stuff like your real life experiences. That's authentic. Authenticity is the only way you're going to stand out. The world is becoming extremely fake. You're seeing it happen right in front of you. So what do you do? Are you joining in on that? Like, why? Like, why? I don't understand. Why? No, I want to do it my way. Stand out. So I just want to talk like, be very careful. You think you're doing something in your business productive, but you're just following along, right? Be the purple cow. It's a whole book. Seth Godin, I think. It's a great book. Be the purple cow. Don't be the other cows. Be the purple one. That's how you stand out of market. So that's it, kids. I appreciate the sport. Love it. Thank you so much. Keep listening. We're going to keep coming at you. We've got a bunch of cool guests coming on. They're going to share a bunch of awesome things. That's it, kids. Enjoy the rest of your week. Bye. What?
Welcome to the mortgage game. I truly, truly believe that building a mortgage business, a successful one is like playing a game. There's winners, there's losers. There's certain things you try. Some of us are playing checkers while others are playing chess. I've had the ability to coach and mentor hundreds of mortgage brokers. I myself built a very nice business. So now I want to distill all that information, all the things I've learned from that and bring it directly to you in a simple to understand way. I hope you enjoy.
00:00:38 Ryan Wiley
All right. Welcome to the Morgans Game Podcast. West Coast Wiley sitting here at the beach in the baby blue Bronco recording studio. Oh, that was a mouthful. Let's get at it. So just coming off this week, we had maybe 23, 24 Team Wiley members. A bunch of them flew in from Ontario. We had them come to Kelowna. A lot of them had never been to Kelowna, which was awesome. We just had... experience. We did all the Kelowna things. We did, you know, the pool party at my house. I made everyone smash burgers. There's a smash burger Prosecco party. Some of them went down by the beach for a lender event party. We did a golf tournament. We did a winery. We did boating, wake surfing. We did breweries, live music. Oh, a hike. All the things you do in Kelowna. So it was an awesome four days, three, four days. Yeah. So cool. So those listening, obviously you're on the team. Thank you for coming. I've told you 18 times already. Amazing experience. It's just nice hanging out with people who actually like want to be around each other. It's very refreshing and something we didn't realize when we were building this. So I'm just coming out of that. That took a lot out of me for four days. And then this week I made it to the finish line. I powered through the week and now I feel great and we're moving forward. So I want to share something. This is something I've talked about a lot in the past and it's just so important and it just nobody talks about it in our industry. It's crazy. I think I'm the only one talking about it. which is just bonkers, right? I always said the best marketer always wins. You could be a great mortgage broker. It's going to only get you so far. It literally is. But if you're a great marketer, it's going to get you as far as you want to go. Like marketing, and I have some brokers on the team that are like, I'm seeing the transition. Like they're not asking me questions about brokering anymore. They're asking me questions about webinars, drip campaigns, conversion, paid ads, scripting. referral partners, like they're asking all the marketing stuff. They're geeking out on it and they're starting to go down these rabbit holes. It takes about 20 hours to go learn a new skill on average is what it is. So you want to learn to run paid ads or you want to learn to build a webinar. You want to learn to whatever it is. It's about 20 hours, but most of you stop at three or four or you don't even get there. You watch a YouTube video and then you fucking peace out because you're like, ah, it's too hard. Okay, then go back to your regular world. It's a skill. If you want to. Be better than 90 % of the people out there. It takes you 20 hours to learn something. There's books written on there. It's not the 10 ,000 rule. That 10 ,000 hour rule, that's to be like the gold medal Olympic standard for that skill. 20 hours is what you need. If you actually put a concentrated 20 hours on something, you will be very good at it. You won't have to get much better. So what I want to talk about is with this broker, it's around the marketing and this broker's like, she has so many reads coming in. And that's just not a lead problem anymore. She has a process system and team problem. That's always how it goes, right? You start 95 % of our industry is a lead problem. I don't have enough leads. So all your energy should go to that, right? You should always put all of your energy into fixing the one problem. And usually the one problem you fix, that problem usually fixes other problems, right? If you don't have enough money in the bank, if there's stress in the household, if there's, if you're losing motivation because you're not closing up deals, if like all that. If you just got more leads, it would solve all those problems. So now all of your energy needs to go into solving that. If you have no money, you should have no shame. Also, put that out there. Like, just do what it takes. Otherwise, you're sitting back trying to build this, like, curated world within the things you want, but you want these big things. I want $300 ,000, but I'm not willing to do the work that it takes for $300 ,000. And you just sitting there cruising the internet is not work. That's just a fucking waste of time. So all your energy goes in two hours a day, three hours a day, four hours a day. If leads is your biggest problem, that should be where you spend majority of your time is you fix that problem. Once you fix it, then you have a process system problem because then stuff just starts falling through the cracks because you can't keep up and you can't keep like your turnaround time with people and you can't like your follow -ups and all this stuff. And then once you fix that, now you need to have a team problem. You need to hire someone. or hire another person or tweak the person you already have or spend time getting them better. And then once you've got that down, then now you're back to having a lead problem because you've got a well -oiled machine as much as it can be. So now you have to go figure out more leads or you just sit back and you go, hey, I'm happy with this. I'm just going to pull myself out of the business a little more. I'm going to work my 20, 30 hours a week. And I'm still going to do the things, the money -making tasks, the ones with leverage. And so talking to this broker, she's like, oh, my leads are, I get so many leads. I'm like, yeah, you've hit the point of omnipresent. Omnipresent is where when you get there, you're there. What that means is you are everywhere all the time and you get leads from all these spots. You get leads from Facebook groups. You get leads from your email marketing. You get leads from your social media. You get leads from your prospecting. You get leads from referral partners, from past clients, from someone down at the store who knows you. enter here, they start coming in from all these different spots. If you actually map it all out, you end up getting like a pretty even portion from all these things. And you're like, well, how did I get there? Well, it's all the little things you did along the way. And that's really the goal. The goal is you want to be in people's email. You want to be in people's feed on social media. You want to be in their DMs. You want to be texting. You want to be calling. You want to be getting referred by different people. You want to be like getting referred into other people's circles. You want to like build out your points of leverage. And so this podcast is brought to you by Americano. See how quick I did that? I'm a pro, kids. I'm a pro. And so now you're like, okay, that's cool, Ryan. How do I do that? Well, you can't go and build all those channels all at once. You have to actually map them out, identify them, and then go, okay, this week I'm going to build this channel out. Or this month I'm going to build this channel. Every month I'm going to dedicate to one of these channels. One of these channels of leads. So that eventually by the end of the year, I've got... leads come in from all these spots but a lot of you are going through about a two out of ten on each of them and you're expecting crazy results or you're just putting all your eggs in one basket and you're like this doesn't work i'm telling you every type of lead gen works there's people on my team who walk around and knock on doors yeah you're like i can't believe it well guess what his five broker complete files this week and
00:07:03 Ryan Wiley
like i can't believe it well guess what his five broker complete files this week and One, he just converted another guy. They door knocked 10 months ago. So like door knocking works. Mail outs work. If you want to go spend the money, when's it going to work? I don't know, but it will work. Everything will work. But you shift gears so fast. And you know what? I heard this on, I was watching Elon Musk. They're like, what's the number one thing, like biggest problem in society that, and he's like, he thought about it for a sec, thought about it. And he came back and it wasn't the birth rates going down and that's going to like cripple. That's a whole nother thing. It was short form video, short form videos, turning people's brains into mush. And it's so right. And now it's starting right at the bottom with the kids because their attention span is so short and they want instant gratification. Well, it's made its way into the adult world and it's, we're finally there now. So you've got. All these people who are sort of like rotting away their brains because they're just consuming 30, 45 second things instead of long form video, watching like a 40 minute YouTube video, a tutorial on something. I need to know how to do this thing in two minutes. And I just told you it takes 20 hours to be really good at something. You start connecting those dots and you're like, geez, okay, that's interesting. It's so true though. And so if you go back to being omnipresent and you're like, hey, I'm going to focus this week. I'm going to build my social media thing. I'm going to build my email marketing thing. Like being a dead horse here, keep talking about the same thing. Because that's all you need to do because it works. But you need to focus the energy on it. And the dream is to be omnipresent. And I got to that point when I was in mine. It's just the leads come in. You don't know where. Well, it came in from all the fucking sweat, tears, blood I put in earlier on. But I sat there in a room focused. And I built it out. And I would spend 20, 30 hours, courses, training, trial and error, building out webinars, learning the tech. And if you're like, I don't like doing that. Okay. Then you don't like money. Then go figure out what you do like that falls in the lead gen space. But how are you going to get leads? And if you're really good at knocking doors, if you're really good at building your infrastructure, then just lean into that. Go do that. But I'm telling you. Like, why can't you write an email? If you can't write an email, learn how to write an email. Like people stop. Like we tell our kids, oh, go learn and get better at it and practice. Like practice makes perfect and all the bullshit you tell them. But yeah, you're sitting there not doing it yourself. Like it's so crazy. Anything you want in your mortgage business is sitting right there. Whatever the money you want to earn is right there. But it's on the other side of you learning skills around marketing. It's not you learning. how to be a better broker. Being a better broker is not your problem. It's not. And you only get to be a better broker by working on more files. Right? Remember, it's a sales game. We talked about this on a coaching call this week. It was like, it took one broker, like two years in, I'm finally realizing this is a sales business. And like, holy mackerel, I just focused on being a better broker. And I wish I would have focused on being a better marketer. It's a marketing game. You need to put on your marketing hat. 75 % of the time. The other stuff's just a deal. It's a deal. It's a widget. It's a thing that you learn and then you understand the complexities and you position the client. But you learning how to be a great storyteller, you learning how to figure out the problems the client have and then attaching your solution to it and showcasing it and telling a story through numbers. That's a skill set. So go learn it. Go look at who else is doing it. Always start with, you know, the who, not the how. Who is doing this? I'm going to go mimic them. I'm going to go learn from them. I'm going to go call them and text them. I'm going to try to get on calls. I'm going to take them for lunch. I'm going to take them for dinner. I'm going to take them to a golf game. I'm going to, I just want to pick their brain. I want to be so connected to them and I want to learn it. I'm going to spend my 20 hours learning the skill, right? Because that skill is going to feed your family forever. Instead, a lot of us, you put your head in the sand. See that we took a turn. This call is going like omnipresent and the different channels. And we'll come back to it. But now I'm back to the, because I just see it every day. It's like you want to hide, put your head in the sand, be the secret broker that no one knows about and focus on things you're comfortable with, which is working on files and trying to find solutions. When in all reality, you're missing the whole concept. Concept is more people need to know your name. Because the cool part that happens is you get to start cherry picking the files you want to work on. This podcast is brought to you by Americano.
00:11:56 Ryan Wiley
Because a lot of you are just working on all these files and a lot of files you don't want to work on because you have nothing else to do. But you do. Go learn the skill set. Social media is going to get you in front of more people faster than anything else you could do in your life. So go learn how to make the best video. Go learn who your niche is you're going to serve. Figure that out. Go learn how to record a green screen. Go learn how to position this in your calendar, how to edit the video. Go learn how to do that and get a video out, minimum one a day. You're like, no, I don't want to, like, we're past the point of believing, but that's what gets you there, I hope. And I always come back to, you've heard me say this a million times, if you're not going to do that, then what? So if you're not going to put a video out a day and get better and better and better at it, your visual hook, your audio hook to your niche. better at the storytelling, better at the green screen, better at the, you know, using a teleprompter, not using teleprompter, all within the app. You don't need to have these fancy other editing things because people start getting fatigued on that. Only make videos you want to make. But if you're not going to go learn that and build a brand, then what? What's the plan? I'm not saying there's not another plan, but map it out for me. Show me the plan. Are you going to try to talk to 25 people a day, every day? Okay, I love that plan. Great plan. Who are you talking to? What are you saying? When are you doing it? What time of day? Like, is it in the calendar? Are you committed to it? Is it a priority for you? Do you believe in it? Like all these things. So a lot of you have sat there and I can see your game. It's flat. You're not evolving. And you need to up your game on a skill level. You just need better skills. And so if you're not going to improve your marketing skills, what skills are you going to sit there and improve? Right? If you're reading books right now, go read marketing books. Like the quicker you understand, the better you get at marketing. It's directly attached to how much money you make. You start to realize, well, why don't I just learn that? Well, I don't want to do it. Okay. Well, I don't know what to tell you then. Maybe you shouldn't be a mortgage broker. Like, I don't understand. Like you're running a business and your job as a business owner fundamentally is to get people to walk through the door. So how do you do that? Your product's only going to take you so far. And if no one knows you exist or no one knows you're a really good mortgage broker, how are they going to know? And if you're just waiting on word of mouth and you're waiting on all this super slow thing, then that's okay. Wait for that. But you're going to miss out on many years of your career. And then you might just get irritated and you might quit or you might then just instead evolve your family finances and like pull your expenses back. Like I've been the guy that goes the other way. I'm not like, hey, we got to get our expenses in line because dad's not making enough money here because dad doesn't want to do the fucking things that I know I need to do. So let's now do this and we can't do this trip and we shouldn't do this. I want to be careful if I want to buy. I'm like, fuck that. I go the other way. I go, where can I go spend money? to up my game to go make more money. Is it a course? Is it training? Is it hiring someone? Is it like, what is it? I'm going to go there where a lot of people go the other way. And all of a sudden now the quality of life starts going down. You start making excuses. Oh, it's the economy. Oh, interest rates are high. Oh, RBC. Oh, over here. Over there. My brokerage sucks. I'm not getting the advice I need. I'm not like it's never your fault. So instead you just see like your world starts collapsing and now the people around you that you were supposed to be taking care of and promised the best life possible, now their lives start. And maybe they don't know any different because we just adapt to situations, right? You start adapting to not making money. You start adapting to not being able to do the thing maybe you used to do, the vacations you used to take, you know, the quality of food you buy, the quality of healthcare you get, like all the things. Because you just sit here and at the end of the day, you're just fucking lazy. You don't want to go do the thing. And you can't tell me, I don't know what to do. If I sit there and I grill you for an hour, even half hour. So what should you do? If you wanted to make a half a million dollars, what would you? You would map out the plan. You all know pretty much 75 % of the plan. And then it's all mapped out. And you're like, so why aren't we doing it? I don't know. I don't know how to do that. Okay, then go learn how to do that. Oh, yeah. And spend 20 hours and figure it out. That's what we do. So like if there's that big of a disconnect, then I just sit back and I question and just go and either live in the world with the money you're going to make and you can't bitch about it. And you just tell all the people around you, this is the best I'm going to be. I'm just going to be an average broker and I'm averaging like half the other brokers are way better than me. Or you figure out the puzzle. Or you live within your means and you just go, this is my world. And they complain, oh, my mortgage sizes are so small. Like, I've heard all the excuses. I've heard them all. They're all there. Right? So I'm shaking the tree a bit here. And I'm going, eventually at some point, you want to be omnipresent, but it doesn't start with that. It doesn't start with doing all those eight things. It starts with carving out one of them. Okay, I'm going to go build on my email marketing. There's no better use of your time than writing a fucking email and adding it to a drip campaign and emailing your list. Because the email you write now, and please, Don't put AI slop out there. There's so much AI slop. I can tell the emails. I can tell the social stuff. It's just like, it's just all the same. You're just looking for fucking shortcuts. Spend the time. I write four emails a month and I'm really good at writing emails. I've been doing it for many years, but it takes me one and a half hours to write four emails. And then we hook them up on drip campaigns for the team. So everyone on the team gets this awesome drip campaign that I wrote. They're really good emails. But I spend the time, I get maximum leverage out of that. You would as well. You spending half hour a week writing one email, going out to your database of three, four hundred, and then adding it to a drip campaign where everyone coming in your world moving forward is going to get to see it. Think of that leverage you get. So why aren't you doing that? And why are you just letting like brokerage crap they send out? Like, is that what you want your voice to be? Like, start thinking about this. So you build out your email. marketing and then you get your process dialed in and maybe i think you should batch it i think once a month and i do mine sunday morning sunday morning once a month hour and a half write four emails boom done leverage completed one version of the omnipresent plan done and i move on the next one so then when you get that in line and your process dialed in and in the calendar because it's on the calendar doesn't exist when you get that done now you move over to the next one and if the next one is me prospecting So I can be in there DMs. Okay, then I'm going to do 10 a day. What am I going to say? And who am I reaching out to? So you map that all out. And then you put it in the calendar. It should be in there 9 to 9 .30 every day, two minutes and open, 20 minutes. Give myself 30 and I just do it. Okay, so I've got that. Now I go on to the next one. Download my social media. Okay. They start like reverse engineering all these different avenues. But a lot of you are trying to just jam this all in two weeks. You get frustrated. And like, I'm talking like jam it into 12 months. Like, what's the rush? Is the rush you need to make money? Well, shit, you should have thought about that before. You should have had 50K in the bank account, 20K in the bank account, so you don't have that pressure. If you're here to make fast money, good luck. It doesn't work. Wrong gig. Move on. Not there. Get another job. I don't know what to tell you. There's no fast money here. It's a long game. It's a long game. It's a 10 -year game. It's a 10 -year plan and we judge how things are operating in 12 -month segments. But you're just, you're brain rotted from 45 -second reels going, I need something now, instantly. So you're putting this extreme pressure on yourself, these unrealistic expectations for all the things you do in your business. And I've always, always, always played the long game. And I know if I build out these foundational pieces of lead gen and I stick to it 12 months from now, phenomenal things would have happened. And now I have an actual business and I start stacking on it. So I want to talk about that today. We're coming up to the end of this. Yeah, this is a little shorter one. That's fine. But let's get back to the AI slop. I want to touch on this. A lot of you are doing AI slop. I like saying that, AI slop. I don't know why. I heard someone say it and it's true. There's a lot of it out there. And you can just tell, like everyone can tell now. So what do you do? This is where I'm at. I put out a lot of content. I put out a lot of stuff. My main thing is to remain extremely authentic. Always me, my way, no one else's way. I'm going to do it. And you either like it, love it. I don't actually care. But I can sleep like a baby at night, wake up every morning. I can do my thing. I never get fatigued on it because I'm just doing what I want to do all the time. I'm not doing what others want and others, how they tell you to do it. Use the AI for this. No, fuck that. I know the other way. I'm going to stand out. I'm going to have a grainy webcam. with a whiteboard behind me. I'm going to write down things on a piece of paper. I'm going to write down things on a whiteboard. My stuff's going to stick out. I've been doing that way the whole time. But now with AI, my stuff's going to stick out even more. So you need to take that same influence. Can't be relying on AI to go do your skin. Now you're just blending in with everybody again. So how do you stand out? You go the opposite way. Always. Always go the opposite way. When everyone's selling, you're buying. When everyone's buying, you're selling. Right? You go the opposite way. That's how you win. Same thing with your marketing. So how can you be so extremely authentic? If you're doing the email marketing, and some of you are really good at this, bring in your family stuff with what you're doing within the mortgage world. Give them a quick three sentences about what your family's up to. Right? Adventures you're going on. Stuff you learned as a parent. Mistakes you made with your own mortgages. Stuff like your real life experiences. That's authentic. Authenticity is the only way you're going to stand out. The world is becoming extremely fake. You're seeing it happen right in front of you. So what do you do? Are you joining in on that? Like, why? Like, why? I don't understand. Why? No, I want to do it my way. Stand out. So I just want to talk like, be very careful. You think you're doing something in your business productive, but you're just following along, right? Be the purple cow. It's a whole book. Seth Godin, I think. It's a great book. Be the purple cow. Don't be the other cows. Be the purple one. That's how you stand out of market. So that's it, kids. I appreciate the sport. Love it. Thank you so much. Keep listening. We're going to keep coming at you. We've got a bunch of cool guests coming on. They're going to share a bunch of awesome things. That's it, kids. Enjoy the rest of your week. Bye. What?