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Why Your Social Media Strategy Matters · 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
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of the case study today.
0:47
You'll find actionable insights and practical tips that Chris used to close 36 million
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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.
0:58
Visit LOKestudy.com and download your free copy today.
1:03
Hey, listeners, what's up, Jeff?
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As in for welcome to this episode of the Mortgage Marketing Radio podcast.
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Quick housekeeping.
1:15
Let's get this out of the way.
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As a reminder, you want to join our private Facebook group.
1:19
We are doing some cool, fun things in there.
1:22
We're going to be launching some, ask me anything, some coaching sessions, some hot seats,
1:27
and things like that, going live and all that kind of jazz.
1:30
So you want to go check that out, obviously, over at Facebook and type in Mortgage Marketing
1:37
Radio and look for the group and just hop on in.
1:39
And of course, there'll be a couple questions.
1:42
So please answer those, make sure you answer those, complete that process and I look
1:45
for it to see you on the other side there.
1:47
Secondly, here is a new feature that I'm testing out with the podcast.
1:52
There's lots I have planned coming with this podcast leveling up in terms of production
1:56
quality guests and things like that coming your way real soon.
2:00
One thing that I wanted to test out and this is your opportunity to get featured on the
2:05
podcast, win a cool swag box of awesomeness and that is by asking me a question.
2:13
That's right.
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A wonderful world of technology.
2:15
You can tap a link, leave me a short, verbal question and I can take that question and if
2:24
it's a good one, put it on the air and answer that question for the benefit of other people
2:28
because guess what?
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A lot of people have the same questions.
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And as a thank you for that, as a reward every month, I'm going to be taking all the questions
2:35
we get and of course, some of those I'll be sharing live.
2:40
All those will be added to a contest every month where some lucky winner gets to win
2:46
an awesome cool box of swag and furthermore, I just decided I'm also going to have you
2:55
on the podcast.
2:56
And we're going to talk about your business and we're going to do whatever it is makes
3:00
sense for you.
3:01
It could be a live hot seat, it could be a live coaching call just you and me.
3:04
It could be you interviewing me, whatever you want to do, right?
3:07
But one lucky winner is going to get all that every single month as well.
3:10
How do you do that?
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You go to askgefanything.com, ASKGEOFF, askgefanything.com and you can do this right from your mobile.
3:19
You simply tap the orange button that says start recording and you leave me your message.
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I've already got some people who started doing it.
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We're getting some good questions so you want to make sure you get yours in.
3:29
All right, so that's the housekeeping.
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Let me get into this week's special guest and what this episode is.
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So from time to time, if you've been listening for any period of time, what you may have
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heard in the past that occasionally, I will take a one of the weekly calls we do in my
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small VIP elite group of mortgage professionals.
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We meet once a week and we have a small group kind of mastermind best practice coaching call.
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We go through some training coaching, a lot of good stuff and it's actually part of our
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mortgage marketing pro membership.
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One of the primary things we do in there is, well, we're going deep on the hybrid loan
4:08
officer concept.
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So we're on the one side of hybrid.
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We are focused on our agent partners and growing our referrals from those sources.
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If you heard the last podcast, you hopefully understand why that still makes sense when
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they still have directive control of consumer's choice for mortgages and are still at the
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top of the funnel in controlling the real estate transaction, 90% of people still use a real
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estate agent.
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Why not have that as a source of business?
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So what we do is, you know, we teach a lot of agent classes and things like that and
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if you guys want more about that, it's mortgagemarketing.pro.
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But once a week we have these private calls and once a month on these private calls, we
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bring a special guest.
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And this week, what I'm sharing with you is an inside listen, if you will, a sneak
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peek, a look behind the curtain into one of these weekly calls.
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And on this version of this call, I'm picking it up from the start of our special guest
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coming on and sharing her wisdom about social media and who am I talking about on this
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episode?
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I'm talking about Deborah Bird.
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And Deborah is, you may have known her or know of her.
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She's pretty active in the mortgage code community with Dave Savage and Todd Bookspan,
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two good friends.
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What's up, guys?
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But she also, here's what I love about Deborah.
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She speaks mortgage.
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She has been a mortgage professional.
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She's a mortgage coach black belt.
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She's certified mortgage planner.
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She's an MBS highway user.
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She's a certified lending divorce lending specialist.
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She's a Todd Duncan sales mastery attendee, Todd Duncan bootcap graduate and amplify graduate
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the KW bold graduate.
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She's mortgage nerd certified.
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By the way, her sister is Denise Donahue.
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You may know her, the mortgage nerd, she's a one of the top 1% of producers in the country.
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And Deborah does all the social media, of course, for her twin sister.
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But she does the social media for a lot of other people too.
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Whose names I cannot mention here, but I know who they are and their names you might recognize
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as well because some of them have been on the podcast.
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But I wanted Deb to come to my private coaching call with our small group because, as I mentioned
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a moment ago, what I'm looking to level up this year is strategy, strategy, because I
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think how would you agree that if you look back over 2021, do you feel that the volume
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of content on social media has become quite noisy and that there's just a huge volume
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of content and getting engagement, showing up, getting retention, obviously has become
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harder.
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And here's what I've realized over the last year of just posting content without much
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thought, strategy behind it is, it loses its effectiveness over time.
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And I can't help but feel I've been training my audience to tune out when it comes to my
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social media content posting because it's the same thing over and over again.
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And it can't be.
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And so I brought Deb in because I wanted to talk about strategy.
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And so that's what you're going to hear today is the conversation about that with some
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of our members.
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And I hope you find that useful and beneficial.
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We'll put links to Deb's how to hook up with her, you know, link up with her in the
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show notes, whether it's her website or her Instagram, by the way, right now if you do
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want to follow her on Instagram, let her know you've heard about us, heard about her
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from this podcast.
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You can follow her at plug and play underscore SM her website is plug and play sm.com.
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You can also, that's her company, but you can also follow her personal account, which
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is the one I would definitely encourage you to do her.
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So her personal Instagram handle is Deborah bird, that's D E B O R A H A B Y R D Deborah
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A bird.
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And then we'll link that up in the show notes and all that kind of stuff.
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So go check her out.
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Go listen to this episode.
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Let me know what you think.
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If you got a question that comes out of it, you know what to do.
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You go to ask Jeff anything and make sure you're hopping the Facebook group because we
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just might be bringing Deb back for a live stream into the group.
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All right.
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So without further ado, let's get into this week's show.
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So without further ado, ladies and gentlemen, please welcome our special guest Deborah bird.
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Well, thank you.
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And you know, it's funny when you said you weren't even sure how to introduce me because
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I kind of, not that I cringe when I hear social media expert, but I feel like so much
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of what I do and my team is around strategy.
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And that's why I only do this for loan originators.
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I don't do this.
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And I've had many real estate agents or people outside and other industries ask for the
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same kind of support.
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But I just, I wouldn't be able to consume the amount of content that I do where I literally
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study the mortgage and real estate market trends, not only marketing updates, but it's knowing
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your business and taking the same classes that you guys do so that I can help create the
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perfect strategy and the message architecture so that you're positioning yourself and
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your consumer's mind beyond what any amount of ad spend that say rocket mortgage or whomever.
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Like how are you going to differentiate?
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And you know, you talked about adept being able to adapt.
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I think that is the number one factor for those who are successful on social media is
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you have to be able to adapt and react quickly because it is changing fast.
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And there's new features that are coming and it's learning how do you use those features
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and how do you stay up on the trends?
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And you know, I think it's important to recognize this is the first time ever that marketers
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are having to market to five different generations.
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So you have to get really clear when you're talking about strategy and your ideal audience,
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remember, and I won't go too deep into this, but you have to remember, you have baby boomers
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who didn't have social media until later in their career.
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You know, it's going to be more foreign for them, especially the ones that even I coach,
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where I'm asking them to be more vulnerable and to create a social environment
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as that's where you need to adapt.
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And they're like, why would I ever post a picture of what I eat?
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Like why does anybody care?
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It's so foreign, but I think it's important to have empathy and understanding
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of the psychology of where you're at and why you may experience more friction when you are
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trying to leverage social and have a little bit of grace on yourself, but no too, you know,
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kind of like what Jeff said, it's time to step it up.
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And this is the reality.
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This is where it's headed, whether you like it or not, you have a personal brand,
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again, whether you like it or not, it's just now time to have people see it.
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And knowing that the way that people socialize is on social media,
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but also recognizing social media is still meant for social, not selling and marketing all the time.
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So you have to, I believe a lot of marketers out there are really just glorified technology
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departments that will have tasks assigned to them that you're having to lead
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or you're getting very vanilla content and wondering why it's not working.
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It's because it's like mass produced for everybody in the country to use if
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you're at a mortgage company.
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And some of the content is great, but a lot of my clients come from those type of companies
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who they don't want what everybody else at maybe fairway or thrive or cross country
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is using because then everybody else and their market centers using the same post.
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So it's getting comfortable expressing yourself and recognizing, you know, even Gen X,
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Gen X is when you kind of look at their psychology and how that group more and more of their families,
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their parents were divorcing at a younger age for them.
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And that was when 90210 and friends networks were coming out.
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And so it's a smaller demographic and they hold the most amount of leadership positions.
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But they too were just entering their career life when social media came about.
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So, you know, the Gen Zs and the millennials, there's really no boundary to the offline and
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online world. I mean, Gen Z pretty much was given an iPad at birth and that's where
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they don't even really watch TV. It's YouTube and they go to learn on social, they shop
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on social, they depend on peer recommendations and they are research obsessed.
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And it's because the evolution of marketing, when you go back and look before,
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there were regulations and agencies that monitored it. People are so tired of the bait and
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switch with these over promising hooks and everybody knows that you're writing a hook just to catch
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my attention and then I'm going to buy something and almost likely be disappointed because you
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under delivered. So people are becoming especially the younger demographics. They are,
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they are spending more money just for ad blockers. And that's, those are the behavioral metrics that
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I'm fascinated about. I've always studied human behavior, why people do what they do, why
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since COVID. So if you're feeling your social is lacking in engagement, likes, comments,
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know that that's very common across the board. In fact, I coach with top chief marketing executives
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and they're like, why is it everything we've always done with marketing and the typical click funnel
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buyer process just isn't working. And I'm like, well, because marketers destroy everything over time.
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We over do it. And now people are scared to death to like or comment or even like a page because
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they're, or they're scared they're going to have phantom ads now chasing them all over the place.
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And they just don't want to be marketed to. So how do you come across as someone who is trying to
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you know, create that online transparent transparency of a resume that's not just about
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look at me, look at me, you know, rates are going up refinance refinance, you know, that whole
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pressure selling almost. It's, you've got to use social to create connection to create a sense of
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belonging to use it as an extension of your database and CRM. Like I love what you said, Jeff,
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with post webinars going through and kind of ranking the people who attended and then
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friending them or following them on social and interacting with them, creating those connections.
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So that over time, the real goal is is when they say, gosh, I feel like I already know you.
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Yeah. So let's let's unpack then and people start to put your questions in the chat.
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Because once I said, you know, it's strategy. And let me ask the question right now, people put it
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in the chat or unmute. What's your biggest challenge right now with social? First of all,
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we talked about time earlier. We know we're all struggling with the issue of being more,
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you know, intentional with our time. So I know part of it for me anyways is, quote, finding the time,
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right? But that's just an excuse isn't it really? Because it's about making the time.
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But what's your biggest challenge? Often I hear it's what's opposed. And while I'm asking for
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everybody to put your questions in the chat, let's talk about this thing strategy. And let's talk
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about this. Something I've been hanging out on lately is this concept of just post more content.
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Like somebody, you know, we all tend to like look to Gary Vee as, you know, our north star for
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social media and stuff like that. And I think part of the challenge with that is that what he says
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isn't necessarily always accurate for everybody across the board. And I'm looking at a lot of
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data as I know you do, and especially in preparing for these classes, as a matter of fact,
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our brand new class has some data about frequency of posting and what happens to accounts with less
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than 10,000 people. And that posting more often doesn't actually necessarily help depends on the
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platform, et cetera. But the point is this. I've asked this question in my class yesterday. And I'm
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going to ask you guys right now, how many of you feel your, your, your news feeds are already super
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noisy, super busy and most of its sucks and is irrelevant. You don't care. Really show a hand,
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show me. Okay. And in the chat, put yes. Okay. So if that's the, that's what you feel,
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then your audience probably feels the same way too. And so Deb, how the hell do we deal with that?
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Well, I would say what is it that you're posting and how, how good are you at knowing
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what your audience needs? And that's before, during and after the loan process. I think a lot of times
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loan officers get so fixated on the educational piece before where it's like, okay, well,
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if I just refinanced with Liz last month, and my interest rates, two and a half percent, why the
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hell do I need to keep following you or paying attention to your content when all you're talking
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about is stuff that no longer is relevant to me. So you've got to have a strategy that is part
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of the lead gin. But I think we're in the sales cycle that most people forget is then your
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retention. And so maybe you interview a contractor once a month going over, you know, things,
17:47
home maintenance, a home maintenance checklist for every month, you're providing value of,
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this is how you now take care of your home. And by the way, we're going to have a contractor
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help you with, you know, how to clean out maybe your air ducts or how to winterize your home
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depending on where you are in the country. Like those would be things that are beneficial to people
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after they've done alone with you, which we know it's easier to get referrals from them because
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they've already done business with you. But yet you talked to loan officers and you look at their
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feed and they're so fixated on the next new client, the next new client, and they forget about the
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ones that already know love and like you. So, you know, also you could interview someone in
18:26
home decor for, you know, the 2022 trends. Here's what to look out for. You could interview,
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you know, right now I think a great idea is a CPA. I think Liz, are you the one that said you
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work a lot with CPAs? Yeah, so it's like, we've got tax season. Not only could you be educating
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real estate agents of, hey, here's, you know, tips and strategies around filing your taxes just as an
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agent for your agent partners, but also, you know, for your audience of people who've already done
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loans with you, interview a family law attorney. There's a lot of think, there is no
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school or class to take for adulting is what I call it of like, okay, I bought a home,
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I'm not married. I'm a single woman. Now I've got some dude living with me like, what do I need
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to be aware of? What's co-mingling the funds? How do I sell a house if I have a geographic
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restriction in my divorce decree? Like these are ways that you can provide value
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beyond just the rates or low. Why me? Just closed. You've got to get away from that and look at
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what is it that they care about? Why also being a human? Because I will say where the trends in
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the shift is heading is the most human brand wins. And if you could start putting this in your
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awareness, your real marketing department is your clients. And it's creating a space and part of
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your process where they are the ones doing the marketing for you because they're tagging you in
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post and you're giving them permission that, hey, not only do we help you build wealth through
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real estate, but we understand this home. We are creating generations of memories for you.
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So when you're bringing your first born home from the hospital or they take their first steps,
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like we would love to be a part of that journey with you, send us those pictures, tag us in those
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posts because we love help, we create communities. Like it's not. And so when you're doing that,
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you're leveraging their database and you're leveraging their trust to prove because talk is
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cheap, guys. And I have a lot of discovery calls. I don't mean this to be rude, but I have a lot of
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clients that tell me my value is I provide education and I, I'm their lender for life. I'm like,
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cool, can you prove it to me? Your social should prove it because words no longer matter.
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Too many people say the exact same thing and guess what? They, there's no proof of it and
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worse, a lot of them don't do it, especially these last two years where you've been indated with
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probably ReFi business. It's like, well, you may have fallen off the annual asset reviews, okay?
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Well, I want you to interview if that's what you say you do and I don't care if you do or don't,
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then prove it where interview someone that you helped buy 10 years ago and how you helped them
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build wealth and how you stayed in touch with them. And here's their journey, kind of like the you've
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ever seen the man in the arena, the Tom Brady special and he talks about, you know, each year,
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could you do that with one of your clients that has maybe bought with you or done a loan with you,
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whether it's refinanced a couple times and just made an informal just Q&A, it could be live so
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that you're leveraging their audience of now proving how you're different and not feeling like
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it always has to be you because people do get tired of seeing you.
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Okay, some good ideas in there and I see I'm going to address some of the comments in here.
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And by the way, regarding that, you know, people are creating memories and things like that,
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that is why we want to, as I also teach realtors, you want to engage with your clients,
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right, post transaction over time. And that I know a lot of us here today probably need a reminder
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of that too, like people always ask, what's the best way to grow my social following? Well, aside from
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paying for it, right, engage with your existing following and seek out the people that you already
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know that you're not following and start engaging there. So let me go to the questions here in comments.
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A lot of people said, I don't want to ask them what their biggest challenge is. Some people said,
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editing my short answer to that, Stephanie is outsource it. I mean, sorry, it just is. I know
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it could be a budgetary concern. You can feel free to unmute if you want. As you guys know,
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all things go here. But that's even that budget concern. I would say your opportunity cost
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of you trying to figure that out. This is where a lot of loan officers, and look, I have packages
22:51
where it's from a very basic plan to help the solo L.O. who's just getting started all the way
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up to an influencer package. And so I will tell you, you've got to have a mindset shift that this
23:03
is an investment. And it's freeing up your time because I have clients that are like, it took me an
23:09
hour to make this one canva link. And I'm like, oh my, what you could have done with that hour instead,
23:14
possibly calling a prospect, a real estate partner, your cost of time. And this is where going back
23:20
to your beginning video, Jeff, it's like, you guys got to get back to the fundamentals and
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don't try to do shit. That's not in your lane or your wheelhouse that takes you too long to
23:30
try to figure out when you're not the expert in the field. Do what you do best and leverage out
23:34
those tasks because that's an administrative task at that point. Editing is an admin task.
23:40
Yeah, and we know Liz LaFore here is the VA queen where she's, you know, if you look at her YouTube
23:44
channel and all that kind of stuff, great editing. And she just posted it in the chat there.
23:49
One to five minute video, what, 10 bucks for five to 10 minutes. I mean, no brainer,
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when that would take you an hour or so, whatever. That's the best thing I ever did.
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You know, whenever I did outsource, whatever that was is like in terms of posting, editing,
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all that. I don't do any of that. I just record, send the file, I'm done, I'm out. You know,
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now there are some things to improve still from there, but at least I'm not bogged down in that.
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And so that's definitely worth it. All right, let me keep going through here some of the questions.
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James, we've got a marketing person that posts content on your social media,
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but the social aspect is not there 100%. And that's I think to Deborah's point a moment ago,
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which is we got these companies that are posting the same vanilla template, you know,
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template one right from from Canva template 27 from can't it's the same damn thing over it,
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but there's no zero engagement. And so it all sucks and there's no personality. You're not in it,
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you know, you know the deal and we're preaching to the choir here. I think part of the challenge
24:47
with a lot of us is we just need to finally make that shift away from okay. In order for me to
24:54
really succeed with this thing, maybe the light bulb needs to go on to say, it's got to be me,
25:00
me, me, me. And there is a place for images in carousels and all that kind of jazz and
25:05
infographics, but more than anything else, would you agree, Deb, that more of more often than not,
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when you look at somebody's social media platform, whatever, it's very generic and there's
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usually not the individual in there at all. Right. I want you all to try to look at it this way.
25:22
Your social media rank score is no different than a borrower's credit score. And when you're
25:29
explaining to a borrower how that scores created from, you know, credit utilization, credit history,
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different credit types, whether that's installment, revolving, a mortgage loan. I want you to
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apply that same concept to your social ranking. It's based off social consistency or utilization,
25:50
your social account history, and then your different social post types. So you have to look at all
25:56
of those variations, it kind of a cocktail of a mix to then create the perfect feed. And so it's
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got to be a little bit of the static images, which again, for full, if you're not paying for ads,
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the likelihood of a branded post ever getting seen is less than 4%. It is way much you mean by
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branded posts. Anything that has your color scheme, your logo, that is about mortgage. And you have
26:23
to understand how the algorithms work. They are feeding in addiction. All they care about is how do we
26:29
keep people on our platform as long as possible. So it's kind of a little sick in the background.
26:35
But they, they know, like they can look at my followers. They know what they typically engage with.
26:41
In fact, if you've ever gone to any of your explore pages and you're like, that's weird. I have all
26:45
these golf, maybe golf in people. And it's like, yeah, the system knows where you spend your time,
26:55
what you expand the picture on, how long you look at each type of content. I mean, that's how much
27:01
depth that they, they know what will feed your addiction to keep you on longer and worse. They
27:07
will know and they figure out what type of content comes in front of you where you then get off the
27:11
network. Okay. So your followers most likely are not following a bunch of mortgage people.
27:19
That's just reality. So if I make a post with me and my four kids and we're out doing God knows what
27:25
and you make some interest rate, cool graphic, it can be the best engaging graphic ever.
27:31
It's not going to go in front of your audience and an organic scroll. So when people will typically
27:38
see your content is when they've been referred to you and especially a millennial or Gen Z,
27:43
they're going to go do a little bit of research and they're going to swipe for 10 feet on your
27:47
account and they're going to make a judgment and they're looking for two things, warmth and
27:53
competency. Can I trust this person? We typically trust people who seem to value the same things we do
27:59
or seem to be a lot like us, which is why you've got to get comfortable with the uncomfortable part
28:04
of being a human. Show me what sports team you're rooting for this week and show me what other
28:10
things you're into besides just mortgage and business. I want to know how do you even go to the
28:15
grocery store and make your list? Show me those other sides of you because that's what builds trust
28:21
and connection and that's when and it's hard to track on a ROI because when they go to your website
28:26
and they apply and it says who referred you they're going to say my real estate agent but that wasn't
28:31
what made the decision for them to contact you. So you can't assume that your social is not working
28:37
just because you're not getting likes or comments because those are drastically decreasing. You can't
28:41
assume your social is not working if you don't have a ton of followers following you. It doesn't
28:46
mean it's not being viewed and that people aren't going back and looking at it. Statistically the
28:50
number of people following and I'll ask all of you this one was the last time you followed
28:55
a business Facebook page or a business account. Can you even remember? Yeah why? Right because social
29:03
is still about social interactions and creating satisfying interactions of what people want to be
29:11
watching when they are escaping because people go to social when they're taken a poo in the bathroom
29:17
or they're sitting at a red light or they're at a meeting that they're bored. It's a it's an escape
29:22
so they don't want to think too hard. That's where you have to really know your audience. So if you're
29:27
on if your goal is Instagram then I would say right now focus all your time and attention making
29:33
reels. Reels, reels, reels that is where it's at for Instagram. There's no ads on reels yet and
29:40
Instagram is competing so heavily with TikTok because TikTok once again was the number one downloaded
29:45
downloaded app and it's because it's short bite size creative not too silly like there's a
29:52
fine line between being silly and using content to be creative and again when you're making the
29:58
reels don't just make it about business have some in there maybe it's you and your kid. I'm sure
30:04
your kid knows some TikToks see Jimmy on here Jimmy I've seen him with his kid you know and that's
30:10
relatable but it's because people want to escape so if you're an Instagram person I would be
30:17
focusing every post as a real because that not only goes on the explore page it also goes on your
30:22
news feed and you'll start to see for some you can look at your audience some only want to see 10 to
30:29
13 second long reels not 60 seconds you'll you'll see a drop off and you'll see trend so get in the
30:36
practice of maybe for this month only create 10 to 13 second reels and see how your analytics look
30:44
and maybe the next month increase it to 30 seconds and you'll start to see which of your audience
30:49
what do they prefer so for best practice on strategy you've got to break up like Monday I
30:56
Monday is my recording day I recommend for my loan officers record two educational videos
31:02
one that's meant more for a client like a frequently asked question that you've gotten in the
31:06
last seven days and one that's geared more towards a real estate agent and those longer tail videos are
31:13
meant for YouTube because I will say YouTube has got to be in your strategy for 2022 you've got to get
31:21
Google owns YouTube if you don't know that you can also create YouTube shorts but you've got to
31:27
get on YouTube so make Mondays carve out guys I'm talking 30 minutes that's all you've got to make
31:33
talk about going back to the fundamentals if you value your business and you want a business
31:38
in the next couple of years you're going to have to time block and just get it done doesn't have to
31:42
be perfect okay in fact the less perfect the better because then you give people permission to
31:48
also be imperfect and let's face it anyone applying for a mortgage you see them naked you see
31:53
their assets their debts oh I guess they've got to trust you not not naked naked but you know it's
31:59
a kind of report as you run it over there guys so I this let me ask you guys this do you as
32:06
anybody here still trying to figure out where like where to focus because I think when when people
32:15
hear some of the advice out there of like hey you know what if you're not on YouTube and YouTube
32:19
you know all the kind of jazz and I'm not disagreeing with you but I think part of the challenge is
32:22
is obviously people are spread thin and like my general advice because I'm trying to I approach
32:29
most people and that's not necessarily everybody here but you know most people myself included are
32:35
if you look you know I'm just in I'm in I'm a freshman is what I am on my journey for social media
32:40
I'm not a freaking sophomore junior I'm a freshman I'm not a senior and so as a freshman there's
32:45
only so much I can focus on and so much to you know a band with the attention that I can give
32:49
and so with that I try and suggest to people when they say well what like where should I be and
32:55
I'll steal that I forget who said the line I think it was um Mark Schaffer that I interviewed
32:59
author of uh marketing rebellion and that you know what he said is it's very difficult to be great
33:06
across multiple platforms unless you have a team unless you're outsourcing like we're talking
33:11
about here and so yeah so at least again says he feels like a freshman trying to take upper class
33:17
in courses yet so is anybody else struggling with that like I where should you personally show up
33:25
I'll be honest you're yeah go ahead um well for me I'll be honest with you and I think this was
33:32
it blew my mind yesterday I took a con I took a application 1003 blah blah blah filled it out
33:39
client calls me up and says I see you on tiktok I'm like with what how did that happen apparently
33:46
once they save your name on the contacts you go into the tiktok ad it says would you like this
33:53
friend to be such and such friend and she says I love your videos and I was blown away I only did
33:58
like six posts on tiktok right I'll be honest with you I'm not a fan of it but I understand it
34:03
because my kids got me dancing but the point to whatever is saying what people are doing they're
34:08
just researching you and by doing that especially with tiktok once they save your contact as soon
34:14
you open up the ad that information is delivered to them it was it blew my mind yes and I was like big
34:19
brothers definitely watching me that's good to know I have struggled I mean I have struggled with
34:25
social media trying to figure out what to do and um you know being a jack of all trades and a master
34:31
of none but I I have definitely decided I'm just gonna focus where I am and I I personally love
34:40
Instagram I'm I'm on Instagram just like Deborah said like I go to
34:46
mindless think at night like that's what I do when I'm done with work and I'm done putting the kids
34:51
to bed like I'm on Instagram I'm looking at stuff that I want to look at I've curated my feed I
34:55
don't want a bunch of crap in there I just want like I want to see clothes I want to see makeup I
35:00
want to see you know some real estate people so it's like I've just decided I'm going to focus
35:05
on that and then the reals you know you can push those over to tiktok just so there's something
35:09
there as far as like what I'm thinking but yeah I think that's a big struggle is like trying to
35:14
decide where where to be let me say this while I can't Stephanie because who else is following
35:22
Stephanie Instagram and notice right a dramatic change in her content right I see a couple hands
35:28
go up like what you started posting in the last few days that I've noticed I was like holy shit
35:33
like you that's pretty cool like you're clearly spending some time thinking about it and it's
35:38
getting attention I'm actually like having fun I did the first one and I'm like oh shit this is
35:44
kind of fun um but and also it's like okay I feel like on reels and tiktok it's just I want people
35:51
to to see me and that's always been another struggle and mental thing is like you know at work I
35:58
feel like I'm very profite you know I try to speak very professional try to you know do this do
36:03
that but then in real life I'm really like a total goofball and I'm starting to have fun with it
36:10
like this is who I am and you know and I can listen to get a rap and do math it's so this is me
36:19
and that that's what I want to applaud you know because it's versus the play card of like you know
36:25
hey you need to be everywhere and you're gonna miss out if you're not over here I would rather see
36:30
you go down the road of like embracing what you already enjoy in the place you already hang out
36:35
on because that is what you're gonna get more progress on that if you're like how the hell do I
36:39
figure out YouTube like keywords and shit and this and that and freaking thumbnails and you know what
36:44
I mean they all have their challenges and it's very hard considering oh my god you got to
36:49
originate loans too and that's why I lean towards the you're already living in breathing on Instagram
36:54
that's so easy of a go to later you can add YouTube that's my two cents on that
37:00
hey it's important to think about what influences your target audience I think we all know in
37:09
these next couple of years the the biggest demographics that are gonna be buying or your Gen Z in
37:15
millennials so what is it you know like Stephanie said she's on there looking at makeup and
37:20
think you said hair I'm not sure rappers rappers and apparently rappers so the next call she's
37:27
gonna do a little rap for y'all in fact fun fact if you follow Jacqueline she's if you just look
37:34
up the singing lender that's like her thing she loves to sing and make up songs and I have it stuck
37:40
in my head now it she has one that's I like pre-approvals and I cannot lie I mean it was really
37:45
funny and I'm like I can't get this out of my head but it's it's interesting and so you know it's
37:50
just being yourself one of my best post I ever made was I took a picture of how this looks when I
37:56
wake up and my hair is naturally it's not curly and it's not straight it's like it looks like
38:02
outward Einstein I mean I'm a hot sleeper so I took a post or a picture and I posted it and I
38:08
had so many people engaged because they're like thank god I'm not the only one that looks like
38:12
you know hot mess express in the mornings where I'm like yeah this is how it starts guys is
38:17
Albert Einstein hair you know hot mess express there's there's your new title yeah hot mess
38:23
express follow me for more tips shani what were you gonna say hey um Deborah I think I met well I
38:29
saw you and your sister at high trust sales academy last year yes yes and I've been absolutely
38:36
obsessed with her Instagram profile ever since I think it's the most adorable thing but it's so
38:41
like educational and so I have been like almost I don't know like sweating it every single day like
38:49
I got to create a different brand I've got to do something completely different and my brand
38:54
right now is like non-existent first of all because I haven't had any time to do anything with it
38:59
but I've been home loan shani on like my social medias and stuff like that and I just keep thinking
39:04
myself like I can't figure anything else out I am at this like mental block and now I'm at this
39:08
point where I just don't even want to create anything at all until I have a different brand
39:14
so I don't know if you have any suggestions like obviously your sister's got like she is your
39:20
sister right you guys look a lot like we're twins okay I thought so um I couldn't remember but
39:26
so I don't know do you suggest um like somebody if do you suggest having like a really strong
39:34
personal brand like that or creating the content to become a strong personal brand based on what
39:39
you've already got because I feel like I've got nothing at this point so fun fact um you know
39:45
when we we used to be called the donihut team whenever we were both the team um and then she went
39:51
to your mortgage nerd which her CEO at the time was like please do not do the mortgage nerd like
39:57
no high net worth persons ever gonna want to do business with you because it's a gimmick and
40:02
anytime there's a gimmick you know people like we all know that eating apples is good for you
40:07
don't see advertisements for apples right and so it I will say don't let that stop you that used
40:15
to matter more the mortgage nerd logo and brand means nothing and met nothing until she put meaning
40:23
behind it same thing with apple nobody even really realizes the apple logo there's a big bite
40:28
missing out of it and they don't understand the why behind the mission and the psychology of why
40:33
they did the logo that way it you you actually have a personal brand everybody has a personal brand
40:39
I even tell when I used to be a coach I would tell my athletes I'm like you have a brand right now
40:44
that you're creating as a freshman that are gonna it's either gonna help or hurt you get recruited
40:50
to the team that you want to go to you have a brand it's now putting meaning behind it and the
40:55
meaning is you showing up as you not trying to be anyone else and guys if I can give you all any
41:01
advice don't compare your chapter to to someone else's chapter 20 on social who started and got
41:09
in the game in 2012 when guys there wasn't even algorithms then so your ability to grow
41:15
and compete was very different than what it is today it is very hard there's 5500 post every minute
41:22
so I would focus more on your reputation and your brand becomes your consistency in the market
41:30
place do you have a borrower experience that is something that's repeatable and that you're creating
41:36
raving fans where people are referring you because at the end of the day your social just becomes
41:41
the new storefront and whether you like it or not you can choose to adapt and get into the social
41:47
game or wait and see how that works for you later but people will create stories in their head
41:52
if they go to do a little bit of research and they try to find you you can't control that narrative
41:58
unless you are actively on social and then it's programming even your assistance or your LP ones
42:04
or Laways that anytime you have a first time home buyer that calls in I don't care if they apply
42:09
or not apply it's programming and scripting of hey by the way if you're not following Jimmy on
42:15
social media like Jimmy is committed to creating educational content every week that you know you
42:22
may wake up at 2 a.m. in your james and have that freak out home buyer moment like most clients do
42:27
and I guarantee you if you're following his account you'll find the answer that you need because
42:31
sometimes there's questions that you don't even know you should have but then we'll come up
42:36
just by staying connected so you've got to ask for the follow you have to ask for that because
42:42
people need to be told what to do and if you're not asking for it they don't know to do that one of
42:46
the things that we changed just in Denise's process is every Friday when she sends an email out to
42:51
her agents she's now added please follow me which is so basic but you would and you would think
42:57
that that would have been it's in her email signature like connect with us on social but she had
43:02
to put it at the end of her email template every single time to get more follows and it was that
43:09
simple and it's also making sure that like your tiktok in your bio is telling people to go to your
43:14
Instagram and how it all links together um but I would say for for strategy again you still have
43:22
to build the the connections and the relationships where every morning I would wish all your friends
43:27
happy birthday on Facebook it'll take you five minutes you can do it from your mobile app again
43:32
when you're going to the bathroom if you want to don't post in ghost so don't just make a post and
43:37
then get off you've got to warm that up a little bit you need a like and comment on five different
43:41
accounts then post then like and comment on five more accounts because the system knows of
43:47
it's a symbiotic relationship and if you're just posting and ghosting well then that's a very selfish
43:52
motive where you're just expecting love when you're not willing to give it and return
43:58
space here see if anybody's got a question because I have a comment on that all right um one of
44:04
the things I'm trying to hold myself accountable to this year is how many of you do this you're
44:10
scrolling on your social feeds whatever and you see a post from someone you know and you're like
44:15
huh there's Kevin keep going you don't post you don't comment I mean you don't comment you don't
44:22
comment but you know the person or you want enough right and I'm like I'm trying to get my muscle
44:29
to be no stop let me leave a nice little post for Kevin that says dude that's awesome right
44:34
congrats good for you that's it that's what I'm trying to build my muscles to do today because I know
44:39
that's the secret hack of getting withdrawing my social media is flowing love to other people
44:47
well that could be a challenge just for this group of all of you in this group right now when
44:51
y'all see any of you make a post if it's some love because when you do that it reignites your
44:57
post after about 60 seconds it's gonna go dead unless somebody likes or comments and then it refreshes
45:02
it so even if it's a day later give it a light give it a comment um if you can encourage people to
45:09
save your post that gives it the the biggest um you know boost is saving and again um in the algorithms
45:18
like you'll see even with Denise's account she may not always get a lot of likes or comments but I
45:22
look at her back and then I'm like holy shit you had 50 saves on this post now then I go and I
45:28
realize oh these are people just trying to copy and duplicate some of her post which is fine um but
45:33
you can't get discouraged by those vanity metrics and assume people aren't looking at it if your
45:38
motive is to provide educational truth to build connections relationships awareness then own your
45:45
motive it's not to be famous I mean and remember you also don't own your accounts like my business
45:52
Instagram account that took me years to create got hacked and I lost it I had to start all over guys
45:58
all over so real quick uh Carlos uh he's smart hey Carlos by the way brand new member welcome to
46:04
Carlos shout out everybody do the virtual wave you know whatever that thing is um so Carlos is a
46:10
brand new here and he had the bright idea for everybody to drop your Instagram handles in here so
46:14
we could all follow each other hello um not a bad idea okay yeah right there it is in there okay
46:22
cool um and Janelle before I lose it in the questions here you asked a question how do you encourage
46:28
people to save do a arrow and show them it's the banner icon or say if it's a video then make
46:35
that your call to action hey if this was helpful for you or if you know a Gen Z who's looking to buy
46:40
hit the save button most people don't know what the save button is I think that's also important
46:45
to understand that mortgage and real estate our communities of being on the front end of marketing
46:51
is is way advanced compared to like attorneys or family law professionals or average consumers that
47:00
are like what's the save button it looks like a banner they don't know what it is um and is that
47:06
only from a business page no it's personal too okay if your if your count is private guys I would
47:13
really recommend not making it private nobody's private here if they they get booted out if they
47:19
have a private account it's kind of like what why be private I mean well you're in a business where
47:24
do you want like clients coming to you for organic research whatever right social can't do that
47:30
I mean because how many of you you've done this you've gone to an Instagram account and it says this
47:33
account is private and you know like that's like the doors are locked right close it's closed all right
47:41
right I don't even want to ask that person like you know for unless it's a unique situation but
47:46
generally that's like a slap you know boom turn away I'm really not open to connecting yeah because
47:51
people want to creep on you that's that's why I mean Facebook business pages hardly ever get
47:56
looked at but that's still a place where people can leave reviews and they just want to peek behind
48:00
the curtain kind of get a feel for who you are without revealing they're looking right right yeah
48:05
exactly right and and like like like Jimmy said with the whole TikTok thing like out of the blue
48:10
and you guys have heard the interviews I've done it's like you Deborah you said this like you never
48:14
know most people are lurking versus commenting right and then they just pop up and go I have been
48:21
following you and like hey I want to talk about alone you know oh I could have a follow up question
48:26
how can you tell how where do you get to the information that you can tell who saved your post
48:32
like on Instagram do you have you ever clicked where it says insights do you have a business account
48:37
I was talking on Facebook but all right here I'm gonna I was thinking about doing this a moment
48:43
ago and it's different so I so try and you know what Jeff I'm so sorry I do have to go because I
48:48
have my next meeting starting right now okay well listen how do people connect with you
48:54
uh go to so follow me on Instagram plug and play underscore SM that's because my plug and play
49:02
SM account got hacked make sure your accounts are verified um but go to plug and play underscore SM
49:07
or you can go to uh plug and play sm.com we can schedule a free discovery meeting and get your
49:15
strategy in order the biggest thing is I would say take action just commit if it's Instagram you
49:22
got to be doing reels Facebook I would say videos and going live and don't forget to comment and
49:30
like so I love that you said that Jeff that is so important yeah yeah baby it's all about all right
49:36
we know you got to jump everybody please give Deborah a big round of applause for me thank you thank you
49:43
ever you take care bye bye all right she's got to jump like that boom can't be late for those calls
49:48
all right guys last last feedback comments questions can I ask a question please um anybody have
49:55
two Instagram accounts why why not I can only handle manage in one um I have I have two I have
50:07
the I use I'm very active on the the Jimmy mortgage one the JJ to New Jersey that's my past
50:16
and I don't want to go there shut it down uh why not close it I don't know I guess sometimes
50:25
I listen to I don't know Jeff you you you're right why not I don't I don't know why I don't know
50:31
what that's a good question I'm gonna answer that this weekend fair enough man fair enough I mean
50:38
yeah if you're not using it and it's your pet and you don't want to go there I get it man so just
50:42
shut that down um Jessica answered I have two one for mortgage one for the divorce mortgage
50:48
so two to one that's an exclusive brand right why Liz you got two no I was just curious
50:57
part of you don't need another thing to manage I know that's what I was like what am I doing no
51:02
then so I just started asking if somebody did that and it was actually going well yeah now I just
51:09
think to Kevin's point is like this is another thing to manage and we're why blend the two business
51:14
and personal right there you go we already learned that lesson here today uh Jeff I wanted to say
51:20
something real quick just in case uh yeah someone could gain a little bit of insight from this so
51:25
a number of months ago my account was also hacked my Instagram account and I lost it got disabled on
51:31
Instagram and I think for about a year I've been trying to fathom how I wanted to do a rebrand
51:36
in like I don't know come up with a way to like leverage it make it more impactful the stuff that
51:39
Deborah was really talking about and I found myself after my account got disabled and got hacked
51:45
that I felt like I was making the exact same impact with that disabled account that no longer
51:50
existed than I was with my previous account so when I went and started doing research on like now
51:55
that I'm completely fresh and I can do this whole new account I started learning about all these
51:58
amazing things about how Instagram really really rewards people that start fresh new accounts and do
52:05
it with intentional approach and so just a few weeks ago I started my my current account and
52:12
I haven't post much but I've been doing that engagement thing that is just like trying to test out
52:15
if the engagement piece like works and it does so those of you that maybe are all the fence and you
52:20
need a little bit of support maybe do what Jeff did to the more smart and inst uh pro accounts and
52:26
press that nuclear button on your account it will change your mindset hopefully it doesn't have
52:31
because you got hacked like me but still wants for a short I I I have found it a very liberating
52:36
experience and um one that I would not have sought out on my own so feedback feedback man
52:42
sorry that had to happen I think it's never a good thing um all right I think for sake of time
52:48
I'm gonna let everybody go um the social media 22 class 22 class is live in both platforms the emails
52:56
are live in the new platform the landing pages are live the new platform if you're not using the new
53:00
platform yet um and you need help as I said earlier let me know you can still get all the content
53:05
in the previous one um but that class uh is a great class I mean it taught it yesterday and I
53:11
know some of you have it coming up and it's no all I can say is after the class agents thrilled
53:18
title rep comes up to me and said bro crushed it great content so get out there and do it it's
53:24
perfect time to do it all right did people thanks a lot see you on the next one bye for now
53:36
hey guys what's up real quick uh you've heard about the mortgage marketing pro membership before
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and I just want to quickly remind you if that you're in a place in your business where you simply
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