Latest / Mortgage Marketing Radio / Ep #37: How One Simple Video Ignited This Loan Officers Business

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Ep #37: How One Simple Video Ignited This Loan Officers Business · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  the real estate agents is essential for success.
• 0:06
  However, finding effective ways to secure agent relationships can be a challenge.
• 0:11
  With so many mortgage loan originators vying for the attention of real estate agents, it
• 0:15
  can be difficult to stand out and establish meaningful connections.
• 0:20
  Our new case study featuring loan officer Chris Cogill is a must-read.
• 0:25
  Chris has closed a remarkable 36 million in funded loans from agent referrals.
• 0:31
  And in this case study, he shares his proven strategies for building strong relationships
• 0:34
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  You'll find actionable insights and practical tips that Chris used to close 36 million
• 0:52
  in funded loans from agent referrals and how you can too.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:17
  Mortgage Marketing Radio brought to you by the Mortgage Marketing Institute, your
• 1:22
  number one source for truth in mortgage marketing.
• 1:27
  Hey listeners, it's Jeff Zimperger, host of this episode of Mortgage Marketing Radio.
• 1:40
  Welcome to another episode.
• 1:42
  Are you getting value from these episodes?
• 1:44
  I hope so.
• 1:45
  That's all about helping you along.
• 1:48
  Growing your success, your results with your mortgage business.
• 1:51
  I'd love your feedback.
• 1:52
  Got your topics you want me to cover, especially guests you'd like to have featured.
• 1:56
  You can email me anytime, info at mortgagemarketinginstitute.com.
• 2:03
  And you can also join our free private Facebook group by simply logging on to www.mmiprivategroup.com.
• 2:14
  It's a private Facebook group or invitation only and if you'd like the info you hear
• 2:19
  on the podcast and want access to other resources, make sure you check out www.mmiprivategroup.com.
• 2:24
  You'll be taken right to our Facebook private page for the invitation to join.
• 2:28
  So long as you are a current active producing mortgage loan officer.
• 2:32
  All right, so on to today's episode.
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  We are talking about video marketing.
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  Getting started with video marketing and how one simple video ignited this loan officer's
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  business.
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  My special guest is Jeff Chisholm.
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  And Jeff is a branch manager with Gateway Mortgage Group and he is in Keller, Texas.
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  And Jeff has a pretty interesting story for those of you that have been on the fence thinking
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  about video.
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  We're lucky to do it because of the usual excuses.
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  I don't know.
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  I don't like how I look on video.
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  I don't know what to say.
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  I don't know what to do.
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  I don't know how to do it.
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  Shoot it.
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  Record it, upload it.
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  All that stuff is about to go by the way side today because Jeff is a doer.
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  Jeff is somebody who took action and decided to on a whim, just shoot a quick video.
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  He's done actually a couple of videos now but his first video is growing and his audience
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  and engagement is continuing to grow.
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  He took one simple concept.
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  How many of you already know that most home buyers have misconceptions about what it takes
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  to buy a home, meaning the credit it takes, the down payment percentages, most people
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  think you need 20% down and go ahead and credit the problem is we're in the industry.
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  So we forget that most people don't know the truth and a reason survey done by the NAR
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  most potential home buyers still believe you need to put 20% down.
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  And so what Jeff did is he took the usual FAQs frequently asked questions or topics
• 3:59
  that prevent most home buyers from even checking into getting a home run or not.
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  He decided to record one video, which led to another, which is leading to an entire
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  series of short videos.
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  And his very first video that he did and posted up onto Facebook was a very simple topic,
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  which was the three most common barriers that keep people from buying a home.
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  Posted this video, it's a minute and 42 seconds long, thus far he's had 1,955.
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  He's had multiple people share his video.
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  He's had his video get reposted and shared onto real estate agents websites, broker websites,
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  get exposed to new buyers, new referral partners, and really has ignited his business.
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  And so obviously Jeff's not one to sit on with Laurel's, he took that and he's now
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  doing a continued series of videos.
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  The next video he went deeper on the credit aspect, in each one of these he's getting
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  major engagement, major shares, major views, major branding, major exposure for him and
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  his brand and presenting a message that you make and differ.
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  And it's resonating with his local market and it's actually even going beyond his local
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  market.
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  So I grabbed Jeff, pulled him aside, I said, Jeff, tell us about why you shot the video,
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  how you did it, how you go over the initial hurdles about not liking how you look on video
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  and all that stuff and what it's meant to your business.
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  So today we dive in and we unpack how this one video that Jeff shot ignited his business.
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  So without further ado, let's get into today's show.
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  Hey Jeff, welcome to the show.
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  Hey, thanks for having me, Jeff.
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  Hey, thanks for being here.
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  I know you're busy as a matter of fact, I know you're driving while we do this.
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  So I want to be respectful and not challenge you too much with these pressing questions.
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  But obviously you and I've been talking for the past few weeks and you came on my radar.
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  I forget exactly how I believe you're a member of Powerful Presentations Masterclass,
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  right?
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  Yeah, and I was introduced to you just looking for ideas on presentations because I wanted
• 5:57
  to implement that for this year and came across your podcast and just listening to a couple
• 6:05
  of those really led to some different ideas that have been fruitful just within the past
• 6:13
  couple of weeks.
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  Yeah, and that's what we're here to talk about during the intro.
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  I definitely basically talked about how you're a branch manager with Gateway out of
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  Keller, Texas.
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  But what got you on my radar, I guess most recently was the fact that you posted a video
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  on Facebook which came into my feed.
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  And what I loved about it, it was the fact that you didn't over complicate it, right?
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  You just grabbed your phone, turned on the video and you shot a video of the three most
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  common barriers that keep people from buying a home.
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  And that thing blew up, huh?
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  It did.
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  And I'm glad the appearance made it seem to be that it was a pretty effortless because
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  I went for a few takes before I got to that point, but you know, it's one of those things
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  where there was definitely some hesitations and doing it and, you know, I'm not the selfie
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  guy.
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  I think every picture I take myself is weird and-
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  You're a handsome devil man.
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  Never been me.
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  Yeah, but I'll tell you, the driver really has been.
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  And then on a consistent basis, I just thought the people that, you know, they just don't
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  have the right information or they've been misinformed.
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  I don't know how they get to what we discuss when it comes to credit or down payment or
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  just qualifying for a mortgage, but it's on a consistent basis that people just don't
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  have the right information.
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  So really, the video was a way that I thought in our day and age that people could connect
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  to.
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  And yeah, and do it in a simple way so you're not over complicating it or confusing anyone.
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  Okay.
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  So let's unpack that a little bit because what you're talking about is for every loan
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  officer listening, they go through the same thing.
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  They hear, I'm sure, on a regular basis, the same frequently asked questions, reasons
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  why people think they can't buy a home.
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  We all know that and we've seen the studies.
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  Most of the people still think they need 20% down out there, believe it or not.
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  Where the problem is, as you know, we're in the business, so we don't necessarily believe
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  that that's what the public thinks, but your experiences, they do think that, right?
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  They do.
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  Yeah.
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  It's with how easy it is to connect with them in these days.
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  It really does blow me away that people still don't have the right information or they
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  don't have correct information.
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  Right.
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  What I love about what you did, though, was that you got inspired to just, you know,
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  what, address this and you should grab your phone and yes, you went through some trial
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  and error and stops and starts, we all do that when starting with video, but that the
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  cool thing is you didn't let that get in your way.
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  You still took action and this, this, I'm looking at your video right now.
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  So far, you recorded the first video in January 26th of 2017.
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  So far, you have almost 2,000 views on that video.
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  And you also told me that you've gotten some actual business from this, meetings with
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  realtors.
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  Tell me about that.
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  Yeah.
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  So it's really kind of blown up and that post was just from the original post and then
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  I've actually run some campaigns with it as well.
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  And that campaign is pushing about 5,000 views.
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  So explain what you mean for the listeners by campaigns, what do you mean ads?
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  Yeah.
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  We're running paid campaigns to drive the video to targeted markets that, you know, we
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  really want some exposure and so, and for me, it was the codes.
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  So I'm paying Facebook to push that video to these two zip codes that we've started out
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  with and really between that and posting it on my personal page, we've probably created
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  interactions where I would equate it to leads with, with probably 20, 20 people.
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  So far.
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  Okay, that's great.
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  So 20 potential buyers right now, 20 leads.
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  Correct.
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  Yep.
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  And just to be clear, you're paying Facebook to promote this in different zip codes.
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  Are you boosting the post or are you running a Facebook ad?
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  We're running an actual ad just because you can be more in control of your audience.
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  So you can kind of fine tune that.
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  Yep.
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  So there's also different analytics that you can get from just boosting the post.
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  So right.
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  And I'm a student to that as well.
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  That's a lot of that is new, but there's just so much information out there that you
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  can educate yourself on these days that you do have to be a student to do it right.
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  So was this the first video you ever did related to the mortgage industry?
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  It is.
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  I've done some things out there of informational pieces and they just action.
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  So this is really kind of lonely way that we received this kind of feedback and this kind
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  of engagement.
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  What do you think it is about this video that has garnered such a big response?
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  Well, I think a lot of people think that they know marketing and know how to do marketing,
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  but I think there's definitely some strategies behind it.
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  And that's really where listening to one of your podcasts, really a few different ones
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  and combining and taking away things that I heard on those went into this.
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  And one of them was is grabbing people's attention.
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  So when I heard that and thought about what I would do here, it's really what I'm
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  drawn to as well, whether I'm looking at Yahoo News or Facebook stuff where you'll see
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  the article that says, do these three things or the top five things.
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  So that seems to really grab people's attention because I think the psychology of it is especially
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  with mortgages and when people are unsure, they're not educated properly, they just want
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  the steps.
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  They want somebody to tell them what the path is.
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  So I think our title really was helpful in grabbing some attention, the top three barriers
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  to why people don't move or purchasing a home.
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  And so then what the video content, what we were able to address and that was, it was
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  educational, but I think it was also encouraging people, people like to be encouraged that don't
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  be afraid, don't be fearful, you just take the next step.
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  Yeah, you're covering a lot of important areas there.
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  One is the headline to your point, it's got to be ideally value driven, typically short
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  and concise, people, as you say, love steps, right, five minute abs, how to lose 10 pounds
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  and 30 days, you know, all that stuff, it's got to be very benefit driven and people love
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  that.
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  Let's chunk it down.
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  The three steps to, you know, buying a home with low down and bad credit, whatever.
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  So you're on track with that.
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  By the way, I'm going to post a link if you're okay with it to your Facebook page in the
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  show notes so people can check out the two videos we're talking about.
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  So just for those listeners who want to access the video, you'll have it in the show notes.
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  All right, so you did that first video, but almost 2,000 views, you're running ads with
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  that to drive eyeballs to the zip codes you want, which is awesome.
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  And just to be clear, so that video is sharing up in people's feeds, is that taking them
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  then to a landing page or something?
• 13:46
  No, it isn't.
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  So the message just is, if you're interested, leave a comment.
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  So then we just send a private message asking them for the best time to reach them and
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  the best number to reach them and then we reach out.
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  So because one of the things that I've found is that people feel like they're going to
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  be sold something or they're going to end up on a subscription list, I think you kind
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  of reduce the opportunity that you have there and some people may argue that there's not
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  more skin in the game for them.
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  So they're not spilling out a certain amount of information that's not as deep of a lead,
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  but really what we're looking for is the opportunity to have a conversation with someone.
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  That was our objective.
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  And very smart play, by the way, to further get more mileage out of this video by targeting
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  zip codes that you want to do business in and getting some exposure there.
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  And I do like the strategy of just leave a comment because that obviously drives interaction
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  and engagement on Facebook.
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  You're going to get better rankings in somebody's feed when you've got that type of activity
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  going on with that content.
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  So good for you, man.
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  Real quickly, you also mentioned that a couple of agents contacted you or that put you back
• 15:12
  in front of agents.
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  Do you want to share what happened there?
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  Yeah, that's, yeah, that's, I met, that may be the biggest one ultimately because, you
• 15:21
  know, agents are, you know, the same as loan officers, we're looking for, you know, what
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  is that thing that's going to break through that objection that people have on why they're
• 15:33
  not returning the phone call or, you know, why they said they were going to do something
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  and didn't.
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  And it's usually, you know, because there's an obstacle there, there's a fear there,
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  there's something that needs to be addressed.
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  And so that's, that's the feedback that I got from quite a few agents that they really
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  appreciated the content because it was something that they could use as a tool to share
• 15:58
  with their audience on their Facebook pages.
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  So we were able to make, you know, some connections with clients that they've been able, they
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  have been attempting to reach but just haven't had much left.
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  So I think that's another big opportunity.
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  So if I hear this get this straight, you created this video, shared it on your own Facebook
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  page.
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  You have agents now sharing your video on their page.
• 16:22
  That's exactly right.
• 16:23
  Yeah, so that's another one, that's another key number I think is, you know, if you look
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  at that post, I think there was almost 30 shares.
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  So you've got people that are finding that information relative and, you know, part of
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  the encouragement in the video was, you know, if you've got someone that you think this
• 16:42
  would connect with, please share it.
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  We want to try to help as many people as possible.
• 16:47
  Yeah.
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  And I want to make a point too.
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  I know from you, from talking to you and you've obviously already posted another video
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  which we'll get to.
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  But it's the long game, playing the long game.
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  And so the thing that you get about this that I want the listeners to get is the way
• 17:03
  to really leverage this is not make it one time.
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  I mean, the results you got from this one time have been really strong, really phenomenal.
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  But you're smart enough to know that that's not where it ends.
• 17:14
  That's just the beginning and the consistency of this kind of social sharing and engagement
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  and providing value is where it's really going to pay off for you as you build this thing
• 17:24
  over the coming months and then obviously years.
• 17:26
  Is that a fair statement?
• 17:27
  Yeah.
• 17:28
  And it's, I think it's all about, you know, you don't need a plumber until, you know,
• 17:33
  your pipes are leaking and so, you know, be there when people need you.
• 17:39
  And yeah, that's exactly right is that's not just a one time event.
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  It's got to be consistent to where you catch that person at the right time, at the right
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  stage and maybe they've even seen you a few times.
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  So there's some familiarity there and then yeah, you catch them when they need you.
• 18:01
  Well, and the way this kind of marketing works is in many law officers, loan officers want
• 18:05
  that, you know, flip a switch, take a pill, get a referral loan kind of thing and it doesn't
• 18:10
  always work that way.
• 18:11
  You know, as you know, in the marketplace, there's a certain amount of buyers who are kind
• 18:14
  of quote in the market, like ready to buy in the next 30 or 60 day, but the bulk of them
• 18:18
  are not, right?
• 18:19
  So you're speaking, you're actually speaking to both markets, interestingly enough with
• 18:23
  this.
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  You're able to get some low hanging fruit.
• 18:25
  But more importantly, you know, where are the loans coming from that you're going to
• 18:27
  be closing in the next three, six, 12 months, they're coming from what you're doing right
• 18:33
  now.
• 18:34
  That's where that business is going to come from.
• 18:35
  Yeah.
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  And with the subject matter, and really you do have to have a desire to help people give
• 18:43
  them a plan and a path and that's all about big vision.
• 18:48
  That's all about your wife having a pipeline that's one, two, three years down the road.
• 18:54
  And that's being built over time because yeah, some of these and a lot of them aren't
• 18:59
  ready today.
• 19:00
  Right.
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  But if you'll set up, set them up with a plan, they'll be there for you, you know, six,
• 19:06
  nine, 12 months down the road.
• 19:08
  Well, I mean, you're doing, you're building that no like interest, that old cliche, but
• 19:12
  it's true, right?
• 19:13
  In order for people to do business with you again, no, you like you and trust you.
• 19:16
  And so obviously in today's world, what's the, what's a very fast, scalable way to do
• 19:21
  that?
• 19:22
  On social and so you've done that, which is great.
• 19:25
  Okay.
• 19:26
  So let's quickly talk about the second installment of the video.
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  You decided to go a little bit deeper on one of the common barriers that keep people
• 19:34
  from buying a home, which is credit.
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  What was behind that?
• 19:38
  Well, I think it is because, and I refer to credit as the big mystery is, you know, no,
• 19:45
  no one really knows the exact science, you know, there's some basic tenants.
• 19:51
  When it comes to building credit or rebuilding credit, there's, there's so many people that
• 19:58
  I caught too that they just, they don't know the right things to do and avoid the wrong
• 20:04
  things.
• 20:05
  So that's, that, that comes from conversations of people telling me the things that they're
• 20:11
  due to, they're doing to rebuild their credit or build their credit and it's, there's
• 20:17
  a reason why it's not improving and it's just because they're doing the wrong thing.
• 20:21
  So again, another opportunity where I can come in be the, be the professional, be the
• 20:27
  expert, be the guy that, you know, they're not going to get with rocket mortgage and, and
• 20:33
  come up with the solution.
• 20:35
  So that's, that's where that comes from.
• 20:38
  And, and when you work with people who need some credit repaired, you provide a solution
• 20:42
  for that?
• 20:44
  So there's, there's some limitations there and if I was going to go into, you know, make
• 20:49
  that video longer, it would go into, you know, habitually bad credit versus situational.
• 20:55
  So habitual is is, you know, it's going to take a while and a long time for you to just
• 21:01
  pay things on time and get out of the habit of not paying your bills.
• 21:06
  And so I don't think I'm really reaching to that person versus the person that, maybe
• 21:12
  they had a situation where they were late a couple of times or, you know, they just have
• 21:17
  really thin credit.
• 21:18
  So we're, we're not looking to come up with solutions for everyone, but there's, there's
• 21:24
  tons of people out there that have that thin or they're, they're building that credit
• 21:31
  that we can help.
• 21:32
  So we're not credit repair, we're, we're definitely credit coaching.
• 21:35
  Okay.
• 21:36
  Okay.
• 21:37
  And take away here is this is that there's, there's an endless list of topics you could
• 21:42
  be doing short videos on.
• 21:44
  Your videos looks like they're about a minute or so each.
• 21:48
  And that's ideal.
• 21:49
  And so, you know, I always suggest take a frequently asked questions.
• 21:52
  You opened it up with this is that the stuff you often hear about when it comes to how
• 21:56
  to, you know, people buying a home, but there are FAQs through the whole loan process.
• 22:00
  Yeah.
• 22:01
  Everything from, hey, don't buy a car when you're in the middle of loan process to all
• 22:05
  the other users.
• 22:06
  I mean, the, the content for videos that you could easily create on your own is, is, is,
• 22:12
  you know, virtually endless, especially as the market continues to change.
• 22:16
  Um, what, what, what are you planning?
• 22:17
  It's kind of in the future moving forward for you in video now that it looks like you got
• 22:21
  the video bug.
• 22:22
  Well, and, you know, we're at a market where, you know, we, we have the opportunity to
• 22:27
  share that information with a lot of people.
• 22:29
  So, um, you know, that original video, we can carry it to different areas.
• 22:34
  Um, the follow-up videos as well.
• 22:36
  So, you know, we still have two more points that we can expand on with, uh, the down payment
• 22:43
  piece and, um, you know, just having a plan.
• 22:47
  So, uh, we'll be able to carry this one a little bit further.
• 22:51
  I mean, we'll, we still have endless opportunity with just this little video that we've started
• 22:56
  with.
• 22:57
  Right.
• 22:58
  Right.
• 22:59
  Um, any other ideas for video outside of just this, the three common barriers that you
• 23:04
  are considering doing?
• 23:05
  Well, I really think that, that I can use this with agents to, to really help them break
• 23:11
  through with maybe some of their fears or, um, the lack of ideas, um, on how to use videos.
• 23:20
  So, um, yeah, that, that's kind of the plan, another plan for 2017 is how I can share,
• 23:29
  you know, what we've done and, and, and, uh, show agents how they can use it as a cool
• 23:35
  as well.
• 23:36
  So, meaning you're going to be teaching some classes, perhaps, on that?
• 23:39
  Yeah, exactly.
• 23:40
  Yep.
• 23:41
  I know a place you can get a good, uh, done for you PowerPoint on video marketing for agents.
• 23:48
  I, I know an expert in this field and I, I am a big believer in not trying to recreate
• 23:53
  the wheels.
• 23:54
  So, uh, there's people like yourself that have done a lot of hard work to figure those
• 23:59
  things out.
• 24:00
  So, you, you bet.
• 24:01
  Yeah.
• 24:02
  Well, good news is, is we can, uh, bring you back on the podcast after you do your video
• 24:05
  marketing class for your agents and talk about how that went, um, but I, I need to update
• 24:10
  the PowerPoint slides and put your video in there, man, as an example, it'll make you
• 24:14
  famous.
• 24:15
  You bet.
• 24:16
  You bet.
• 24:17
  Awesome.
• 24:18
  Well, what's a good way for people who, obviously I said, I'll put in the show notes,
• 24:21
  you know, your Facebook page, I believe it's facebook.com, forge slash Jeff dot chism.
• 24:25
  And that's Jeff dot ch i s u m.
• 24:29
  But um, if anybody wants to reach out to you, uh, what would you suggest, how should they
• 24:34
  contact you?
• 24:35
  Yeah.
• 24:36
  Reach out through, uh, Facebook, uh, Facebook messenger friend me, uh, that's, that's
• 24:41
  a great way to connect.
• 24:42
  Awesome.
• 24:43
  Awesome.
• 24:44
  Well, man, I can't tell you how much, um, I applaud you and your, your brave effort.
• 24:50
  I guess, uh, let's close out with this.
• 24:53
  Any advice you would have for loan officers who are stuck in doing video because they've
• 24:59
  got these, you know, preconceived challenges, either about, hey, I don't like how I look
• 25:03
  on video or I'm not sure how to do it.
• 25:06
  What, I mean, what would you advise to someone?
• 25:08
  Uh, it's, I think if, if you're, you're not growing forward, you're falling back.
• 25:14
  So I think this was a way for me to challenge myself and, and just look for opportunities
• 25:20
  to, to be a resource to people and, and, you know, those, those went hand in hand in
• 25:25
  this case.
• 25:26
  And so sometimes you just have to go for it, um, it, it doesn't always work, but, um,
• 25:32
  you know, I think there's, you know, you're with your resources and the podcast and the
• 25:37
  people that you have on, it really just is, is fuel for the fire to, to move you in
• 25:44
  a direction to, to come up with some really great ideas and then just, just go for it.
• 25:49
  That's, that's what it came down to me for.
• 25:52
  It really was, you know, what, what do I have to lose?
• 25:55
  Maybe embarrass myself a little bit, but it, uh, in fact, if, if I got any, any feedback
• 26:03
  that, that was less than positive, it was from my teenage daughter that said, Hey, dad,
• 26:08
  let me, let me video that for you next time.
• 26:10
  I'll, I'll help you out, so we're, uh, we'll, we'll be the father and daughter team on
• 26:16
  this.
• 26:17
  But, uh, yeah, just go for it.
• 26:18
  That's great.
• 26:19
  You got a videographer now in your daughter.
• 26:21
  You bet, you bet.
• 26:22
  That's awesome.
• 26:23
  Well, once again, Mr. Jeff Chism, thank you so much for being part of today's podcast.
• 26:27
  Listeners, hey, take what you learned today.
• 26:29
  Get out there.
• 26:30
  Take action.
• 26:31
  The results that Jeff got just by, right, taking that one small step forward and it's
• 26:36
  turning into an incredible avenue of business for him.
• 26:38
  So, um, if you, if you like today's podcast, please let us know, leave a review on iTunes,
• 26:43
  Stitcher.
• 26:44
  If you haven't subscribed, do so.
• 26:45
  Check the show notes, check out Jeff's videos on his Facebook page.
• 26:49
  Um, you can just search them on Facebook, Jeff Chism, C-H-I-S-U-M, and you'll come across
• 26:53
  it there.
• 26:54
  But I do appreciate you being a loyal listener and I hope you enjoyed this week's episode
• 26:58
  and I look forward to seeing you on the next one.
• 27:01
  Bye for now.
• 27:02
  Thanks for listening to Mortgage Marketing Radio, one more truth in Mortgage Marketing,
• 27:07
  get more free training and resources at MortgageMarketingInstitute.com.
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