Latest / Mortgage Marketing Radio / Ep #79: Starting a Weekly Mortgage Video Show to Grow Your Business

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Ep #79: Starting a Weekly Mortgage Video Show to Grow Your Business · Mortgage Marketing Radio

0:00
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1:17
Hey listeners, Jeff Zimper, welcome to this episode of mortgage marketing radio.
1:38
And you're either listening to my voice or you're watching me on the video right now.
1:43
How you doing?
1:44
So part of what I'm doing is actually following my own advice and starting to do more video.
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Video is where it's at.
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I need to do more videos so I'm taking my own advice and you're going to see more videos
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coming from me.
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And in this case, what I'm doing is it's a great lesson for you in content marketing and
2:01
content production is create multiple chunks of content from one source in case and point
2:08
this example here.
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I'm creating podcast episode if you're listening to just the audio.
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But I'm also creating a video of it as well because we're recording the video portion
2:16
of this and therefore I'm able to get a bigger bang for my buck out of my time and start
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to add more of your content to my various social media sites, platforms, destinations
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and so forth to build a larger brand.
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So anyway, as you can see here, if you're watching the video, this might make you curious
2:31
to come watch it.
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Right?
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I've set this video up not a fancy setup, just me and a laptop and the same mic I used
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for the podcast and the headphones, it's all I'm doing so far.
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I got this setup in my little casita here that's outside of the house that I'm renting.
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And the good news is this casita is already set up the person who actually owns this house.
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You should have a music studio in here so you can see if you're watching the video, which
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you can see is a lot of the sound proofing, right?
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In the ceiling on the windows and on the doors.
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So that creates a better audio experience than in my office, which is echoey.
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So from now on, I'll be shooting videos in here and recording when I can and more good
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videos and content to come.
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I'd love to hear from you guys what you want to hear and learn when it comes to digital
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marketing content, how it can help you be more successful.
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So speaking of that, that leads us into a nice transition into this week's guest.
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We're talking about video, a special guest is Chris McWilliams, mortgage broker owner
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of EST mortgage in the lovely state of Michigan.
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And I asked Chris to be here and be on video because he does a weekly show called the mortgage
3:40
marketing minute.
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And he's really grown his viewership, his engagement.
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And I wanted to Chris just kind of walk us through, you know, how he got started, how
3:48
he got overcame the perhaps the reluctance he might have had early on in the process.
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And how does he do it, you know, what tools does he use, does he use his phone, does he
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know what kind of editing does he do, how does he map out his content, how does he promote
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it and what's the overall impact it's had to his business.
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So that's why I asked Chris to be here.
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We just do a quick, deep dive.
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We just grab the camera, set up the microphone, hit record, nothing fancy, and we're bringing
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it to you.
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There we go.
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So that is it.
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And links to Chris's website and stuff in the show notes, you can look at my Chris McWilliams
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on Facebook.
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That's okay.
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Our ISMC, W-I-L-I-A-N-S, or his website, ESThomemortgage.com.
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That said, let's get over into this week's show.
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Chris, welcome to the show.
4:35
Hi, Jim.
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Thanks for having me.
4:37
Welcome back.
4:38
Glad to be here.
4:39
Yeah.
4:40
Thank you so much for taking time out of your busy day.
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As you can see, we're doing video.
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Everybody who's watching, you know, I'm wanting to do more video.
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That's why I asked Chris to be here as the podcast has largely been audio for quite a while.
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But I recognize the importance of us doing video.
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So bringing Chris here to talk about the mortgage minute videos he does.
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So let's just get into it.
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Real quickly.
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Tell those that are watching or listening.
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We're yet in the country.
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How long have you been in the business?
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Yeah.
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So in Kalamazoo, Michigan, which is on the west side of the state, and been in the business
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for going on 16 years this year, I started an operations role and then brought into a sales
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position in 2012.
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So.
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All right.
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So 2012 started in sales.
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All right.
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And what's the source of most of your business?
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Realty business is probably 70% of my business.
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So.
5:27
Okay.
5:28
All right.
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Because for some reason, you're on my Facebook feed and every time you do a video, I get
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a notice that you got a new video, which is cool because you're doing the mortgage minutes.
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And let's start from the beginning.
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Why did you start to do video and how long have you been doing it?
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So I started with video with mortgage coaching, right?
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That was my introduction to video.
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And that really kind of gave me that first comfort level of being on video first, right?
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Because you're sending video to clients, which is a smaller audience, right?
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And so it's just you and the potential one or two clients.
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And so that's a good entry level into some video.
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If you have a little nervousness about going on Facebook or LinkedIn or YouTube, you
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know, they kind of start.
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And then once I got a little better and more comfortable, you know, just doing the mortgage
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coach edge presentation, then I wanted to take it up a notch to, you know, doing some
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Facebook and YouTube and LinkedIn.
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And so started the social media platforms and must have been late 2015, probably was when
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I started doing the social media videos, so.
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Late 2015.
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Okay.
6:38
And so what helped, like you've heard it before and I'm sure you faced it, you know,
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the whole, I don't like how I look on video and the road, the mental roadblocks.
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What would you advise to people that are struggling to start with video?
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I would start with make a video with your dog or your kids, right?
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And that's the easiest way to do it.
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Just, you know, work with I movie or any of the other platforms that are out there and
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just use a video that you got and say, Hey, you know, if I did some transitions or I did
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some basic titling, right?
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What would that look like?
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And I think that's, you know, something good to start with and then, you know, make it
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a good segue then into potential business.
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And are you saying that just to practice and not post it or to also post it?
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If you like it, post it, if you don't like it, then don't post it, right?
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That's how they are.
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Yeah, but the point is just get started and start working those muscles of using video,
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right?
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Yeah, absolutely.
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Yeah.
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That's cool.
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While you're talking, I'm just going to YouTube page here as well.
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So let's, let's talk about this.
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You do kind of your, your known for, becoming known for, you know, your mortgage, what do
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you call mortgage minute videos?
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Yep, mortgage minute.
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Mortgage minute.
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How often do you do them?
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I typically do them once a week.
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Yep.
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Once a week on the same day every week, ideally.
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Ideally same day every week.
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I try to post it on Friday mornings every week on that and, yep, so that's my schedule
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on that.
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Okay.
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So every Friday and how do you choose what to talk about?
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So I am, well, I am in a B and I group, right?
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That's a source of my business.
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And so I typically do my dry run of my mortgage minute on my Thursday morning.
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Oh, that's nice.
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You get to test it out, huh?
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Yeah, absolutely, right?
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And then I, then I come back from B and I on Thursday.
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First thing I do before I even turn on my computer, I do the recording of the mortgage
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minute that I just did in my presentation in person, right?
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And so then I go in, you know, I do that on my iPhone and just here in the office and
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then, you know, edit that in I move and then I post it on Friday.
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So.
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So, and I know before we hit record, you've got the tripod right in front of you.
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Do me a favor, do a quick spin to show people where your tripod is sitting.
8:57
Yeah.
8:58
We're curious.
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Yep.
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Just your normal everyday tripod that you can get at your local camera store.
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Yeah.
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And you don't have a microphone hooked up because you're close enough for the audio's
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good.
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You've got good natural lighting in there, which is good.
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Okay.
9:13
So how do you, so you're, you're rehearsing it in your B and I, that's cool.
9:17
And then you're not rehearsing it again, you're just, you're just hitting record and go.
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Nope.
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I did so.
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It's a good question, right?
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So I back it up.
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I do one drive on before I record.
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Okay.
9:27
And so I typically say, you know, I go through the whole, whole pitch just to make sure.
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And I try to do it just like we were doing today, right?
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Like we're just having a casual conversation with a friend, if I was going to give them
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a short 60 second advice and one little more topic, right?
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Like that's how I try to do it.
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So I, that's how I go through it.
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And then the second time I just hit the record button, go through it and typically, you
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know, one or two takes tops.
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So you've gotten much better at reducing the amount of takes.
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Yes.
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Absolutely.
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And less conscientious of small clubs, right?
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If it's a very small thing, I don't even worry about anymore, because people aren't going
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to, you know, call you out, and it's just called being human.
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Yeah.
10:13
Yeah.
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Exactly.
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That's awesome.
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And then you edit, you said on iMovie.
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So do you edit right on your phone?
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Nope.
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I do transfer it to the Mac.
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I like editing on the Macbook rather than my phone, and it's just a little easier for
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me to do on that.
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So I transfer the video from my phone to the Macbook and just via the cloud transfer, right?
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And then, you know, open it up and edit it in iMovie.
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So.
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And then you're also uploading that same video to your YouTube channel?
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I do.
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Yeah.
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Yep.
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So, and you know, some of the mechanics that I learned along the way, once you share the
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movie, you know, your movie in I theater, then you can save a hard copy to your phone.
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And I do upload it to Facebook, LinkedIn, and YouTube from the phone, rather than directly
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from the share button on the Macbook, as you tend to get a better upload on all those
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different social sites from the mobile.
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Got it.
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Got it.
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Man, yeah.
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You've got a good amount of videos out there now.
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Yeah.
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Yep.
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I got a few out there now.
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I'm always trying to put a little bit more out there.
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So, and think about that in the future.
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So.
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Are you yet experimented with boosting any of your videos?
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I hear.
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I've done two boosts on that.
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And one was a animated video that came directly, you know, from the United States.
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They have a great marketing team that you partner with when you're a motorist broker.
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And then I have not boosted any of the motorist's benefits though.
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So.
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And for those of listening, I didn't say this earlier, but your Facebook page is Facebook.com.
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Ford slash EST home mortgage.
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So that's clearly your business page.
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Are you doing any videos on your personal page?
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I am.
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Yeah.
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So most of the mortgage minute has been on my personal page, not on my business page.
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And that's done very strategically, right?
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I am trying to influence my personal friends on my personal page because we know from
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the algorithm, it's more likely that your video would be seen on your personal page
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than your business page.
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So you're putting it on your personal first and then you're sharing it to your business
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page?
12:31
I am putting it on personal page first, yeah.
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And then I am, I just started putting it on the business page probably the last two
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weeks.
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And I had put it on the business page at all.
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And now I've added it to the business page as well.
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The great thing about the business page is that you can add the captions in Facebook
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from your business page, right?
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And that can be helpful for getting more views.
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So.
12:54
All right.
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So tell us about that, adding captions.
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How are you doing that?
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And so Facebook does it automatically.
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And so that's a great feature of a Facebook business page.
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If you add a video, you can add the caption automatically, which allows people, which
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will get you more of your ship because, you know, maybe people are watching an office,
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right?
13:14
Or, you know, however it might be, if they see the caption, they're more likely to kind
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of stick around for a smidge longer and help on that.
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So Facebook does it automatically.
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I believe there's a function on YouTube in which you can have YouTube captioning your videos
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and then you can potentially do it shared other ways.
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But as far as I'm using it right now, just for Facebook business page on the caption.
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Yeah.
13:36
And the point about that you're referring to is that the statistic is roughly 80% plus
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of the videos watched on Facebook are watched in silent mode.
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At least in the beginning, because to your point, people are either in the office or
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bathroom or wherever they're at and they're like, right, and they're seeing, hey, what's
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this all about?
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And if it captures their attention, well, then they'll click the button where it brings
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the video up and the audio comes off.
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Exactly.
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Yeah.
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All right.
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So you're using the Facebook has an option to check a box or not, right, whether you
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won't want the caption.
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So that's good.
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So very smart.
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And generally, it's pretty accurate, the captioning.
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Wouldn't you agree?
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Yeah.
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Yeah.
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Yeah.
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And I think, listen, for those people that are like, you know, overly focused on the details,
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which a lot of them officers are, you know, it's, it's okay to have a couple of, if
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there are a couple of, you know, flubs or missing or miss spells on the, on the captioning.
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You know, people, people are forgiving of that and they understand, right, that the caption
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is not going to be 100% perfect.
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So don't get yourself all caught up in that.
14:37
Okay.
14:38
So I'm bouncing back and forth between your business and personal page.
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And general, yeah, why did you start doing videos?
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What was the motivating factor behind it?
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I wanted to market to my audience where they work.
14:50
Okay.
14:51
And what does that mean, where they were?
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I think I can get more traction to both my real letters around my friends page and my
15:00
personal contacts.
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I think it's more effective to put a video on Facebook than it is to send them blind emails.
15:08
Mm-hmm.
15:10
That whole.
15:11
All right.
15:12
So how are you using this to communicate with realtors, is it the mortgage minute thing pretty
15:14
much or what?
15:15
It is, yeah.
15:16
Yep.
15:17
So I, you know, I typically do have a strategy around, you know, my audience when I do the
15:23
mortgage minute, right, whether it's a consumer facing or realtor facing, and sometimes
15:28
even if it's a consumer facing, I might even try to put a little angle in there for the
15:33
realtor to understand, you know, okay, if I told my client that I might, you know, that
15:37
would help them help me or, you know, on that front.
15:40
So that is a thought when I do the video from a script perspective.
15:45
Well, what I'm noticing too is your viewership is, I haven't gone back that far, but, you know,
15:52
it's growing pretty strong in terms of your viewership.
15:54
I'm looking at some of these videos.
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You got, you know, almost 200 videos reviews on that one.
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So you're, here's the thing, right?
16:01
And I think you are, you know this, is that consistency.
16:04
If you're going to do the weekly mortgage minute while dog on it, you better do a weekly
16:07
mortgage minute, right?
16:09
Yeah, absolutely.
16:10
Yeah.
16:11
When you first got started, I'm sure you put some videos out there and it was like crickets,
16:14
right?
16:15
Yeah.
16:16
It was.
16:17
And I didn't share them, right?
16:18
All right.
16:19
I posted it to YouTube and then shared a YouTube link on Facebook.
16:21
Right?
16:22
That's not the right way to do it because Facebook doesn't want you playing YouTube videos
16:27
because it takes you all the way.
16:28
Right?
16:29
So I'm going to learn some of that in the beginning as well.
16:31
Yeah, man.
16:32
You got a bunch in here that are over 200.
16:34
How do you decide what to talk about in your mortgage minutes?
16:37
I decide to talk about that from coming questions that you get from borrowers and clients.
16:43
That's a great way to do it.
16:45
You know, jot those down.
16:46
If you're in, you know, in that, then again, I shared review of this new podcast, right?
16:52
And so anytime I hear something on the podcast, I have ever known on the phone.
16:58
So I flip over.
16:59
I got a little section mortgage minute ideas on my ever known.
17:03
And then so I just quit jot it into ever known and say, Hey, you know, here's the one sentence
17:09
I'd like to cover, you know, off that topic.
17:12
And so, yeah.
17:13
So it's that your podcast.
17:14
I also listen to a couple other mortgage podcasts and that's where some of the ideas come
17:19
from.
17:20
Nice.
17:21
Nice.
17:22
Good.
17:23
Well, glad we all the help.
17:24
When you shared that tip about not sharing a video from YouTube to Facebook, it's funny,
17:31
man.
17:32
There's still a lot of people that are unaware of that.
17:35
So I'm thank you for pointing that out that, you know, there's this, well, I do this
17:37
class on video and stuff.
17:39
And you know, one of the things you got to keep in mind is that there's a battle going
17:42
on between Facebook and YouTube, YouTube owned by Google.
17:46
And yeah, so Facebook doesn't like, like you said, right?
17:49
If you're going to, if you're going to put a link from YouTube video on Facebook, that
17:52
means you're taking those eyeballs off of, if they're going to click, click over to watch
17:56
that thing on YouTube and they don't want that.
17:58
Absolutely.
17:59
Yeah.
18:00
Very cool.
18:01
Very cool.
18:02
So you got a nice mix of personal and business.
18:03
Looks like you're following the 80-20 rule on your personal page with 80% of it being
18:08
personal.
18:09
Yeah.
18:10
Yeah.
18:11
And it was way more active on the personal, my personal social, Facebook page prior
18:18
to the last year or so.
18:20
And I started my own mortgage broker shop here in Kalamazoo.
18:24
And so my personal post on Facebook page I've gone down dramatically as I become a little
18:29
busier.
18:30
So.
18:31
Well, and so here's the interesting thing though, I'm glad you're sharing the videos
18:34
though over to your business page because, you know, you don't want it to be like a
18:36
graveyard over there.
18:39
And the challenge with the business page, as many people know, is kind of the engagement
18:43
right, isn't what it used to be.
18:45
And that's because, you know, the real, I don't know how to say this accurately, other
18:50
than, you've got to have the business page and personal page.
18:53
Somebody asked me that just the other day on a call, it's like, hey, you know, do I need
18:57
to have a business page?
18:58
Yes.
18:59
You need to have a business page, man.
19:00
Yeah.
19:01
You're a business professional.
19:02
And people, right, well, are going to come check your business page out.
19:05
So you need to have content there.
19:07
Absolutely.
19:08
The thing to keep in mind is don't look for the same level of engagement to your point
19:13
Chris, as you do on your personal page because for the way Facebook works, they want you
19:17
to pay for that on the page by boosting ads and things like that, which is really not
19:22
the intent of this chat.
19:23
It'll be a future one.
19:26
What's next for you with video, man?
19:27
What do you want to do next?
19:28
Yeah.
19:29
Next is I need to get better on call the actions, right?
19:33
And maybe some type of lead capture form.
19:37
And so I'm exploring some options there to, you know, how can you, you know, kind of,
19:42
you know, correlate those whether it was at a landing page or there's a click called
19:45
the action, is it, you know, messaging and trying to get some more effective use out
19:50
of that from a direct to consumer marketing perspective.
19:53
And then also, you know, there's some ways where I could email bless the mortgage in a minute
20:00
on every Friday, you know, from database, whether that, you know, because I use jungle and
20:04
I also use bomb, and so it'd be fairly easy for me to, you know, push the mortgage
20:10
minute out there to all pass clients and curfew leaders as well.
20:15
So that's some future ideas that I have to potentially, you know, give it some more traction.
20:22
I agree.
20:23
That is a great idea to repurpose that video, as I'm sure, you know, right?
20:28
Put that video into bomb bomb and then you email it to your database.
20:32
Yeah, absolutely.
20:33
Yeah.
20:34
Just give me another idea.
20:36
It's like, you know, everybody talks about farming your past database of clients to get referrals
20:41
and et cetera.
20:42
And of course, video, right?
20:43
If you want more engagement, more response, video is going to, going to move that needle
20:47
for you, particularly if it's an email.
20:49
Yeah.
20:50
Yeah.
20:51
Absolutely.
20:52
And then, you know, I like to, I like to do more video and maybe do, maybe explain it
20:57
to a two-week segment.
20:59
One would be a 30-second segment, you know, on a weekly basis, that's more in a, a human
21:05
basis type of video, making fun of something within the mortgage industry, like, you know,
21:11
a common misconception and just making it a humor type of video.
21:17
And so that's an interesting thing that I think I might try to look forward into the future
21:22
as well.
21:23
So if you thought about doing anything Facebook live.
21:25
I can't.
21:26
And it's an interesting, it's an interesting concept.
21:32
I could certainly do it the mortgage minute, and yeah, so I, because you're certainly going
21:40
to get more views, I think, if you do it live, right?
21:42
Because they're going to push it more.
21:43
That's higher than the algorithm.
21:45
So it's certainly a concept, but I do like just the little bit of transitioning and
21:51
framing that you can do what I'm going to do.
21:53
So I'm tied to that, you know, to some degree.
21:57
I do like a lot of kind of what, you know, Brian Stevens and Frank Gray at the National
22:02
Legal State Post are doing with some of their live broadcasting with, you know, call to
22:08
action.
22:09
They're really, really good at the capture from that point.
22:11
And that's who I had initially reached out to this year, I went to their video boot
22:16
camp, right?
22:18
And they have some great ideas and, you know, strategy behind that.
22:22
I haven't been able to fully implement that yet, just because the pre-app 103 function
22:27
that they use for that, I'm teched out to some degree between all the different functions
22:33
that I had.
22:34
I used to float a fighter for my current application kind of pulling a sail transaction.
22:40
And so I don't want to flip, I don't want to be pre-app 103 and float by the same time.
22:46
Yeah.
22:47
No reason to.
22:48
Yeah.
22:49
So that's some more ideas and kind of thoughts on how I want to potentially do Facebook live
22:54
in the future and how I could do that.
22:57
So.
22:58
Well, yeah, one idea I have for you is consider interviewing a couple of real estate agents,
23:04
you know, and talk about topical issues such as how to get your offer accepted in this
23:09
market, et cetera, et cetera, you know, I'm not sure your situation in your local market,
23:12
you know what it is.
23:13
Yeah.
23:14
But obviously that's pretty easy to do in your office where you're at right now, flip
23:19
the switch, go live and just, you know, have five questions prepared and, you know, start
23:23
out with a simple 5-10 minute show and it'll grow from there, man.
23:28
Yeah.
23:29
And another idea that I have for potential in the future, 2018, maybe or 2019 now, I
23:34
should say, is small business Saturday.
23:37
Yes.
23:38
And so maybe interview another small business owner in Greater Kalamazoo and say and just
23:43
give them, you know, a good look like, so.
23:46
Love that.
23:47
Love that, man.
23:48
All right.
23:49
Cool.
23:50
So how should people find you online if they want to start checking you out?
23:55
You can give out, you know, your Facebook page or website, whatever you want to do.
23:58
Yeah.
23:59
So website is at ESDHomeWorgge.com and then Facebook, you know, and personal is Christmas
24:04
Williams and then the business page is ESD HomeWorgge, like you mentioned earlier in the interview
24:09
here.
24:10
Awesome.
24:11
I hope people I definitely encourage to check Chris out, follow him on Facebook, give
24:15
him some love, give him some likes on those videos and stuff and, you know, hey, you know
24:19
what, model, what he's doing, you know, it's a simple concept, but look, that's the best
24:23
thing about it, right?
24:24
It's simple and it works.
24:25
Right?
24:26
Because the mortgage minute, anybody could talk about the mortgage minute to weekly updates
24:29
and hopefully you guys got some value from today's session.
24:32
And let's stay connected on as you continue to grow this thing.
24:35
I'm here to help you.
24:36
Anyway, I can with ideas or resources, whatever you just let me know, man.
24:39
It sounds great.
24:40
Jeff, I always appreciate the podcast and everything that you bring to the community.
24:44
So, you bet.
24:45
And so for you listeners, we're going to sign off right now.
24:48
Thanks for listening or watching more good stuff or video to come for you guys and I always
24:52
appreciate you guys tuning in.
24:53
We'll see you on the next one, bye for now.
24:57
Thanks for listening to Mortgage Marketing Radio.
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