Latest / Mortgage Marketing Radio / The Power of Content Compounding with Kyle Draper

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The Power of Content Compounding with Kyle Draper · Mortgage Marketing Radio

0:00
In today's highly competitive mortgage industry, building profitable relationships with
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the real estate agents is essential for success.
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of the case study today.
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Visit LOKestudy.com and download your free copy today.
1:03
Hey, hey, Listers.
1:11
You know what it is?
1:12
It's Jeff Zimper.
1:13
How are you doing?
1:14
Hey, hey.
1:15
Hope you're well.
1:16
We're coming into the month of April.
1:17
End of April.
1:19
My gosh, time is flying by or what?
1:22
So listen, there's a couple of things that have developed.
1:25
And I want to make sure that you are aware of some opportunities that are available
1:28
for you.
1:29
I'm going to just jump right into it before I talk about this week's podcast.
1:34
You may have heard last week, I don't know if you caught the episode with the Bonzo boys.
1:38
That was myself and the gentleman Miles and Jason from Bonzo, which is a conversation
1:45
engine and I announced a new partnership that we have together and I'm very excited
1:50
about that.
1:51
And that is basically the premise of what I believe is the future, the survivability,
1:56
if you will, of mortgage professional, right?
2:01
Is what I call a hybrid loan officer, a hybrid loan officer.
2:05
Real quick is one who succeeds and lives in two worlds.
2:10
The first world is the traditional, right?
2:12
Out of the business, the referrals, the relationships, kind of the local community presence, the
2:16
past client database, right?
2:19
And staying active in those areas that are the fundamentals that we know to be true and
2:24
consistent.
2:25
And for the foreseeable future, those will always deliver on, you know, for us because they
2:31
have because bottom line is relationships will always supersede any automation or technology
2:36
or bright shiny object.
2:37
However, we would be foolish to think that that in today's world would be the only source
2:42
of business or only means by which we could grow and scale our mortgage origination production.
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So therefore, I've coined, you know, not I, myself and the Bonzo boys came up with this
2:53
concept of the hybrid loan officer, which is one who lives in that world, right, of the
2:58
referrals and relationships, but also one who succeeds as a modern originator in actually
3:03
generating consumer direct business, leveraging technology for automation and scale for actually
3:10
doing some paid traffic ads, whether it be from Facebook or Google.
3:15
But anyway, what we're talking about here, if you would be interested to be learn more
3:19
about the hybrid loan officer, we are offering a application process for three people to be
3:27
chosen to win a 12 month scholarship to the Bonzo platform, which includes my content of
3:33
the turnkey for you, you know, agent content that helps you reach agents at scale, drive
3:38
conversations and referrals for you.
3:41
And that all comes through the my agent classes that you've heard me talk about many times
3:45
here on the podcast.
3:47
What Bonzo does, though, is provide a means by which you can accelerate your reach with
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agents go deeper on those conversations, even be able to target those agents through a software
4:00
that they have as part of their platform, which allows you to identify the top producing
4:03
agents in your area by production, by loan officer, they're most often sending business
4:08
to and actually put those agents in a campaign, right?
4:12
So not only that, but also the, you know, other side of the hybrid coin is leveraging things
4:18
like video, SMS text messaging, having automated conversations at scale and reporting and analytics
4:25
and, you know, simple, quick, in and out in less than five minutes for authentic outreach
4:31
and, you know, conversations that drive business to you.
4:36
So rather than tell you more about that, if any of that's interesting to you, you can go
4:39
to this website, hybridLO.com.
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And there is an application process, we're only choosing three.
4:46
And it's just like applying for, you know, any other scholarship, if you will, right?
4:50
You've got to qualify.
4:51
This isn't right for everyone.
4:53
And we want to make sure that it's right for you, right for us.
4:56
But out of this is going to come an entire 12 month access to the Bonzo platform to all
5:01
the content that's in there to the video texting, the Facebook ad templates, you know, the
5:06
agent database contacts that you will able to load up in there, so on and so forth.
5:10
We're really looking to create some hero stories out of this.
5:15
And so once again, if you're interested in that, go to hybridLO.com link is also in the
5:19
show notes.
5:20
All right.
5:21
Let me pivot over to you this week's special guest.
5:23
This is a recording from one of our private, small group coaching sessions that we do
5:29
through my members, what, you know, we call our mortgage marketing pro members.
5:34
These are people who come together once a week in a group format.
5:38
We cover a lot of different things from teaching agent classes to, you know, scripting to YouTube
5:44
channels to you name it.
5:45
It's covered in this and in this week, actually, once a month, what I do is I bring in a special
5:49
guest and we put them on the hot seat and we ask them a bunch of questions and my members
5:53
ask them questions and it's very candid, straightforward, you know, it's access to somebody
5:58
who you may not get direct access to otherwise.
6:01
And I want to share this with you because once again, if you aren't interested in applying
6:05
for the scholarship of hybridLO.com, this is an example of one of the calls you would
6:10
have access to.
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And so this week, my special guest is coach Kyle Draper who have grown to have tremendous
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respect for who's coming on the scene in a big way with helping mortgage and real estate
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professionals find their true voice, find the courage to actually consistently post content,
6:31
their content that's real and authentic to them and content that matters and is relevant
6:36
to other people, which is a big part of the game here.
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And so what you're going to hear is you're listening in on a private hot seat call featuring
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Kyle Draper answering questions about content, about finding your voice, about, you know,
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different types of content and video and where to post it and how to come up with ideas
6:55
to post and all that.
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All that's going to be there for you in this episode.
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And if you like what you hear there and that convinces you enough to want to learn more
7:03
about the hybrid loan officer, well, then go check out hybridLO.com.
7:07
And of course, I encourage you to follow Kyle.
7:09
Link is in the show notes there as well, but you can follow Kyle Draper anywhere on the
7:14
socials.
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He's known as coach Kyle Draper on Instagram, check him out on LinkedIn.
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I put a link to his website in our show notes.
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And so I know you're going to enjoy this week's episode as much as myself and our private
7:26
pro members did.
7:27
So without further ado, let's get into this week's show.
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Let me bring on our special guest for this month, hot seat.
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Well, how do I introduce Kyle former youth pastor, you know, athlete and now I don't
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think that part's true.
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What's with the bio says?
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So must be a typo.
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There is no way my bio says athlete in it.
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Come on.
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You told me you played.
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What sport?
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Oh, yeah, sure.
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I played high school sports.
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Yeah.
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There you go.
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Athlete.
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There you go.
8:02
Yeah.
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Anyway, so Kyle's here maybe athletic is better.
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Here's the guy I used to be athletic.
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You're an athletic supporter.
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That's true.
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Yes.
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All right.
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So Kyle's here because I've been watching other people's content for some time like coach
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Bill Hart, for example, building champions.
8:23
I'm sure you guys knew who he is and I'm, you know, and I'm seeing Bill Hart and his
8:26
content improve and the style of the content and everything.
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And I'm seeing some other people's content.
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And as many of you know, you know, previously I was at repurposed house.
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And so I'm always looking.
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How do I level up my game?
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And I decided to reach out to Kyle because I liked what I saw that he was doing.
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Of course, Kyle is present.
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If you guys don't follow Kyle yet, you will after this, but Kyle's out there like sharing
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a lot of good ideas and tips and then this guy's like get invited to speak to all these
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events.
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You know, he's showing up at all these real estate events and doing this stuff with loan
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officers.
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I'm like, all right, who is this guy?
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Right?
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Because I was watching from a distance.
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Then then so boom, I just reached out to him.
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We talk.
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And so I'm pretty impressed.
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And here's what I've been really impressed about is Kyle's knowledge of how to understand
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this whole content animal.
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Like you saw me posting like what do you struggle with content?
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Is it what to say?
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What to post?
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How often?
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How do I get it?
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How do I find time?
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Finding my voice.
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I think that's one of the superpowers I've found in you Kyle is helping people find their
9:26
voice and how to put it out there.
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Yeah.
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So ladies and gentlemen, Kyle Draper, we're here to talk about content.
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What are your questions, challenges, anything you want to say on top of my intro for you,
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Kyle?
9:39
No.
9:40
Okay.
9:41
That's great.
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I am just a normal dude that has figured out how to love people at a really high level and
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serve their needs over mine.
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And it'll grow your business like crazy when you do it.
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So here we are.
9:53
Yeah.
9:54
That as well.
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Lessons from you on serving first.
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So, all right, people, what's your number one challenge with content?
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Shout it out.
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Come on.
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Don't be shy.
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What do I post?
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Existency is king.
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So I heard, what do I post?
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Somebody else?
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Janelle, was that you?
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I was going to say having enough variety.
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Having?
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Okay.
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What do I post in having a variety?
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Let's start there.
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Kyle, where do you want to go with that?
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So yeah, let me ask this first.
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Is everybody in L.O?
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That's in here?
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Mm-hmm.
10:28
Okay.
10:29
Cool.
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You all already know this.
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Mortgage is freaking boring, right?
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Super important, but not super fascinating and exciting.
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And so I think you guys have a unique struggle that even the realtor doesn't because at
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least houses are pretty, right?
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So their default is always going to be prettier than like your default, which is like check
10:58
out this new product we have and people are like, no one cared about that yesterday
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or today, right?
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And so I think for you guys, y'all have to come into agreement with this thought process.
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You are an L.O.
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Talking about whatever else you want to, right?
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Your brand has to be bigger than just eye service mortgages and help people get into
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homes.
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And if that's the brand that you carry, no one cares until they need you, right?
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So it's not that it's totally crappy if that is who you are.
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They're just not going to value you between the time it takes them to need another mortgage.
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And so what does that look like?
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It's going to look different for each of us.
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Jeff, it could look for some of you, y'all need to start a podcast and pick something
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you're passionate about.
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And the whole premise could be like the L.O. that cooks, the L.O. that loves, that loves
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painting, right, like pick something that you absolutely love and that's the singing
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L.O.
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Yeah, Kerry, that would, that would be incredible.
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And you have cool hair, your glasses are awesome, right?
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You could pull this off.
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Hey, real quick.
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I want to interrupt you.
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The singing L.O.
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is a real thing.
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I work with a loan officer, I coach him, I'm sorry, not singing, cooking, Kerry's got
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the singing.
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I love it.
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So the cooking L.O.
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Little D, this dude loves cooking.
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He's got his own line of spices now.
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Come on, dude, and he goes around, he cooks and he loves barbecues, got the apron, he's
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got his caricature and all this kind of stuff.
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And people are engaging like crazy and they love it.
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So that is a real story.
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It's real, man.
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Sean, we might want to, like I don't know that guzzling whiskey would be the right mindset
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for that.
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I like the whiskey part, but we could maybe like a bat, maybe like the sipping L.O.
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Like you sip whiskey, not shoot it.
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But yeah, guys, I'm telling you, I know like, I know we are being silly.
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It all works, all of it, because guys, there are millions of people in most of the cities
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that you got that you that you work in.
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And for you to think you're the weirdo that's different from everyone else, you're not.
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Even if you represent the minority, there's hundreds of people in your city that are as
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weird as you are that would become a full on brand ambassador for you, love everything
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that you do.
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And you would have mortgages coming out your ears.
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If you could identify and figure out how to relate with that tiny, tiny niche to group
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of people is powerful.
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But when I got, because Jeff, you said this about me.
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So when you introduced me, I used to be a pastor.
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And so seven years ago, when I started speaking to realtors is who I spoke to first, I had
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really powerful people that began to hear me speak that said, hey, if you ever want
14:14
to be anybody in this industry, like you can't talk about religion, that's what I was told.
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And so I had this moment of like, man, do I give in because I want to be successful and
14:28
believe them?
14:29
Or do I just stay true to who I am in hope that along the way, I'm going to attract
14:34
people that are similarly minded to me?
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And so guys, I am a very spiritual person.
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I try not to be a weirdo about it.
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But guess what?
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I end up attracting a lot of people that also to some level have some sort of spiritual
14:49
aspect to who they are and what they're about.
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And it's not because I have a question on my questionnaire that's like, if you want
14:56
to work with me, check this box, are you spiritual?
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No, it's just out of the overflow of the heart attraction happens.
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And here's what's cool.
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And this is why I'm telling this story.
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Guys, I have literally had atheists that love me so much.
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They've literally said, I want to coach with you, but I'm an atheist.
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Will that be a problem?
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Like I have created such attraction through what I believe that people that literally
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believe the opposite of me still find me attractive.
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Guys, that is how brand, and I don't mean like that, right?
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That's how branding works.
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When we do things authentically, when we do it with passion, when we bring excitement
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to the table, right?
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You can literally do anything.
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And people will be attracted to it because they like the way you do it more so than just
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what it is that you're actually doing in Jeff is powerful, man.
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It is.
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And I think, you know, sometimes we, I struggle with this as well, like permission
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to be your true self.
16:04
Yeah.
16:05
You know what I mean?
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Does anybody else struggle with that?
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I know I do.
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Just like, if I put my real self out there, first of all, I'm going to feel exposed.
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I'm going to be, it's going to feel vulnerable.
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Yep.
16:15
What if I'm judged?
16:16
What if they don't like me dog gunna because life is a popularity contest, right?
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But that's real life.
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And we can, you know, we can poke fun at like we shouldn't care what people think.
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But we do.
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We're humans.
16:31
Yeah.
16:32
I don't care what people are the people that say they don't care what people think.
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Like those people care the most because they have to validate their insecurity by saying
16:41
they're not insecure.
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I think what happened in life.
16:45
Yeah.
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I think what happens is is, you know, this whole, I don't care what people think.
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And I know there's some people who pitched that out there.
16:51
And I think what happens is is you reach this point where you just get so okay with like
16:58
who you are that you're still aware of what other people think, but you, you're self-worth
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or assessment of you isn't altered by somebody else's opinion.
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Does that make sense?
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Yeah.
17:11
100%.
17:12
Yeah.
17:13
And I, so I would also, does anybody, does anybody do videos where you interview other people?
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Yes.
17:23
They do.
17:24
Okay.
17:25
Okay.
17:26
So Kevin raises hand really fast.
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So Kevin, what are, if I can call, my brother's name is Kevin and I call him Kevin.
17:31
So I'm not going to use a call me.
17:33
Okay.
17:34
Cool.
17:35
So what do you, what type of interviews do you do?
17:37
Like I just did one actually yesterday with interior designers because I do a lot of construction
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farm loans.
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And so not just picking out like sofas and stuff, but actually like, hey, you know what,
17:50
you should put your kitchen island here, you should put your door opening here.
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So I just did that and my, my whole thing is, my whole thing is I have a small little set
18:02
that was in staying up comedy.
18:04
And so my piece is to make it fun and entertaining.
18:07
Come on.
18:08
Yeah.
18:09
And that's right.
18:10
We've got mic drop mortgages, my little Instagram handle.
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And so at the end of each interview, I kind of have the, I've got a microphone that I,
18:17
where is that microphone?
18:18
Anyway.
18:20
That's right.
18:21
So I go out and I'll interview builders, appraisers, financial planners.
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Anybody that's in the piece of the pie for what we do, just to bring a different insight
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and perspective for, for people to kind of gain more knowledge.
18:36
I love it.
18:37
Dude, that's awesome.
18:39
And let me expand to it because you said anybody that's inside of what we do.
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Guys, there's no such thing as that.
18:49
Because you, right, what I'm watching L.O.'s do better than ever before is realizing you
18:54
don't have to go kiss the butt of realtors to get business.
18:59
You can go direct to consumer.
19:02
And so when you can go direct to consumer, you can literally talk about anything because
19:09
every adult on the planet is either a part of or knows someone who's going to be a part
19:15
of a loan every day, every day, right?
19:21
So you take whatever passion is you have.
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I would be doing tons of interviews if I was in L.O.
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Because it's easy, right?
19:31
It's, it's why when Jeff, you started your podcast, you didn't even have competition.
19:36
There wasn't anyone else doing it.
19:39
Right.
19:40
Now everybody's trying to, you know, well, that's not even true.
19:43
We're still in a very blue ocean, I think, with, with podcasting in general.
19:48
But the reality is, guys, most people are so insecure about video.
19:53
They won't do what Kevin's doing.
19:56
And so he's always going to win because he's doing right now.
20:01
What most of you have already said, no, that's not me.
20:05
I'm not comfortable doing that.
20:07
And you've figured out whatever your excuse is and, and you're not going to do it.
20:13
And so Kevin will go, great.
20:14
I hope you never do it because I'm getting eyeballs from people that you never will.
20:21
And so that's what I'd be, you know, Sean, I'd be doing something around whiskeys and
20:25
have a guest when you do it.
20:28
And while you're sipping with, you know, you even ask them, bring your favorite whiskey
20:32
to the interview.
20:35
And so y'all can do a little bit of conversation about whiskey.
20:37
Why is this your favorite?
20:39
And then you ask about themselves, their business, their mindset, right?
20:43
Guys, it works over and over and over again.
20:49
I'm going to stop talking now, so the quiet space is for you guys to get your questions
20:54
out, that gap.
20:57
So unmute your microphones and get your question out if you've got one right now.
21:03
What's the post?
21:04
I got a quick question.
21:06
So when you're creating this, I love the idea.
21:09
It's kind of, it has that really cool feeling of rings really true.
21:12
Like, oh, shit, I'm hearing some actual, like, good stuff here.
21:16
How much of your business do you talk about when you're doing your passion piece?
21:20
Like, let's say I wanted to do a piece on like great bourbons and just make that my thing.
21:25
Do I talk about mortgage stuff somewhere in the video and relate it in there?
21:29
Or is it just, I'm the mortgage guy who's talking about this thing and people inadvertently
21:33
find out who you are?
21:35
Yeah, Terry, I think it's a great question.
21:38
I think there's multiple ways to do it.
21:40
One of the things that I love to teach about is called passive branding.
21:44
What passive branding is, is if I have a hat on that has my mortgage company on it,
21:50
passive branding, shirt on, jacket on, you, if I had my logo on my wall behind me,
21:57
passive branding, right, that that is a way where I can talk about anything and I'm still
22:04
relevant from a business perspective.
22:07
Another way to execute passive branding, Terry, is you can briefly mention mortgage, right?
22:13
Like you might go like this.
22:15
You know what?
22:16
Y'all might wonder how I started doing this show because mortgages are hard.
22:20
And I found out that every time, every night when I got home, I needed a drink.
22:25
And so here's how we got to this place where I test and taste bourbons because gosh dang
22:30
it, working on y'all's loans is crazy.
22:33
And so now you're through humor, reminding people what you do for a living, but you're
22:39
not going.
22:40
So if you need a loan, I know a guy, right, like, okay, so don't, don't go to sales mode.
22:47
Just leave it at that passive, at that passive spot where it fills conversational and then jump
22:53
into the bourbon.
22:54
Yeah, a lot of times I'll close my lives out, Terry, with, hey, guys, y'all have a great
22:59
day.
23:00
I'm about to go take a, you know, do a few prequels.
23:03
I'll see y'all later.
23:05
And that way they remember what I'm doing, you know what I mean, or I'll mention just
23:09
that.
23:10
It's like, like you said, not too salesy, but you remind them what you do every day.
23:14
Carry you of the greatest accent I've ever heard of my life.
23:17
Unbelievable.
23:18
Well, I am a country girl, so oh my gosh.
23:21
Fourth Carolina.
23:22
If there was an honesty sound, it's Carrie's voice.
23:27
Well, thanks.
23:28
So true.
23:29
So is that, is that helpful?
23:32
I think it is, I think it is because I switched careers in the last year.
23:37
So it's like reminding people that I'm no longer a teacher that I am now in L.O.
23:42
So I'll be like, guys, I got it, you know, I hate to leave you, but I've got to go do
23:46
a free, a prequalification for a new condo.
23:49
So wish me luck, wish them luck.
23:53
And you could also, because I have what you just said, you could be the teaching L.O.
23:58
Right.
23:59
You can do a lot of educational videos and and be a great storyteller, which I can already
24:05
tell that you are and just tell stories, educate people.
24:09
If if you all go follow me on social media, which I hope selfishly that you do, you will
24:14
never see me selling anything.
24:18
I'm always about value.
24:19
All right.
24:20
So I talk about my business all the time, but you never feel sold to because I intentionally
24:28
don't sell.
24:30
I'm always leading with value.
24:32
And so it's it's powerful.
24:34
And guys, go, go do this.
24:37
Like go to my social media, scroll through my feed and try not to like me.
24:44
It's impossible.
24:45
Can you remind me what your social media for your, your, is it Kyle, Jay?
24:50
I'm coach, I'm coach Kyle Draper on, on Instagram and Facebook.
24:53
Okay.
24:54
And guys, I don't, I don't mean this in like a douchey way.
24:58
What I mean by this is like we're turned off by arrogance.
25:04
We're turned off by selfishness.
25:06
We're turned off by just people that don't know how to talk about anything other than what
25:09
benefits them and you won't see any of that on my feed.
25:15
But that's exactly what you see on most L.O.'s feeds and most realtors feeds, right?
25:21
We work in the most self-serving industry in the world.
25:25
So when you are the opposite of that, you stick out like a sore thumb in the best way.
25:31
And so what I would encourage you guys to do is go look at your own social media today
25:35
or over the weekend and ask yourself, right, Liz, go look at your post last week and
25:40
go, does that post allow someone to trust me more or less?
25:46
If the answer is less, stop posting like that.
25:50
If the answer is more, identify why and start doing more of it.
25:55
So that no matter what you talk about, you're always allowing trust to grow amongst the
26:00
people that are consuming your content.
26:02
I mean an example of what is self-serving.
26:07
What are you talking about?
26:09
I think what is self-serving is when it's all about the ask.
26:17
So if you're doing a post because you really just need more business and so you're trying
26:22
to pretend like you're adding value, but really you're just trying to get to the ask that
26:28
self-serving content.
26:31
The realtors that post stuff, literally, this says, hey, if you know anybody that wants
26:36
to buy, sell or invest in real estate, I'd love to be the person that helps them.
26:40
Try this completely self-serving.
26:44
And so my lippness test is, does what I'm about to post bring value to your life?
26:53
It could be value in humor.
26:56
It could be value in education.
26:58
It could be value in a leadership lesson.
27:01
It could be value in singing and it's just entertainment, but is there value?
27:06
And unfortunately in our industry, a lot of the time, the answer to that question is no.
27:11
Right?
27:12
Like when a realtor shares a listing, is there value in that post for people?
27:19
Probably not, maybe, but not the way most of them do it.
27:24
No, I know.
27:25
But like you said, the challenge with listings or things like that is that people are generally
27:30
only interested in that for the time they're possibly active in the market.
27:35
Right.
27:36
But there is the transference of that first.
27:38
Like if I'm watching this and I see this listing, this is a real store as well.
27:42
Like we have these friends of ours who are considering moving here, right?
27:45
And so it's like, oh, well, you should go follow this realtor, you know what I mean?
27:48
Or that thing because I follow them already or they've got good content or, hey, here's
27:53
a home that might fit for you, your price range, all that.
27:56
But I get what you're saying.
27:58
Let me ask kind of a clarifying question and somebody shared Liz Reeves one of your posts
28:03
from last week on Instagram, which is about credit cards and the importance of having
28:08
them and the impact on your credit score.
28:11
The balance of, see, because here's the problem, I think.
28:16
People are still trying to find where do they fit in with entertaining versus education.
28:21
And I'll just give you my belief on this.
28:24
So the content, yes, should be real and authentic and be you, right?
28:29
I mean, that can go a little bit too far, right?
28:30
In the case of some people, probably nobody here.
28:32
Like if you do, do literally have the booze down and you think, all right, I should just
28:36
like start swillin' and talking about business.
28:38
Well, you know, perception is important.
28:41
But how about the balance of like, at least this is how I feel.
28:46
Like educating consumers, we've got a lot of first time home buyers out there.
28:50
That being valuable content about, hey, did you know how important, right?
28:54
Credit cards are or the impact of them on your credit score.
28:57
You know, that kind of stuff, informational stuff that helps people, what are your comments
29:01
around that?
29:02
Yeah, I love it.
29:03
I just pulled up Liz's post and I think it's great.
29:07
I love it.
29:09
What I think Jeff about the balance is, the balance should be different for all of us
29:14
because we're all different.
29:16
I have been trying, so yeah, so yeah, there it is.
29:21
I've been trying so hard to like get better at like, Reels and I just hate them.
29:26
I like to watch them, I like to enjoy them, but I just hate them.
29:32
Like, I just can't get my creative juices to flow.
29:35
I'm glad you said that.
29:36
I thought of this just yesterday.
29:38
I was watching somebody do the whole, you know, that whole thing on Reels and I'm just
29:43
like, dude, that's never going to be me.
29:44
I'm never going to do that dance.
29:46
You don't want to mean?
29:48
Yeah.
29:49
And so what we've got to be careful of is we can say no to the right things, but a lot
29:55
of people just say no to everything.
29:58
And it's okay.
29:59
Like I crush it on Facebook live.
30:01
I do videos almost every day.
30:04
So the fact that I'm saying no to Reels isn't the same as some of you that you're not
30:09
just saying no to Reels.
30:10
You're saying no to video period.
30:13
That's the part that dumb, right?
30:16
And so we've got to figure out like I will never, I'll probably never do a Reel as good
30:20
as Liz.
30:22
And I just hate it.
30:23
It's just not my thing.
30:25
And that's okay because my thing is other things.
30:28
And so we've all got to dig in.
30:31
Like Kevin said that, you know, he used to do some stand up comedy.
30:35
He should be entertaining all the freaking time because that is such a unique gift that
30:42
is such a cool thing that the rest of us on this call, we can't say that our background
30:48
is in stand up comedy, right?
30:50
So that's an advantage that he has over us.
30:52
I also have an advantage that I used to be a pastor.
30:56
So that my ability to articulate my ability to communicate my, my ability to say things
31:01
in certain ways that draw emotion out of you.
31:05
That's a unique gift that I, I practice for 10 years as a pastor that not every social
31:10
media expert has.
31:12
So I'm going to use that to my advantage.
31:15
That's why I don't really want to be a TikTok star.
31:17
I want to be a little bit deeper than that because that's my skill set.
31:21
Not because I think that's stupid.
31:24
And I think that's the difference.
31:25
I'm not poo-pooing on anybody that loves TikTok and loves Reels.
31:29
I'm jealous in a way.
31:32
But we've got to be willing to at some point accept where we're gifted.
31:36
And then when Jeff says, you know, when you say that you're gifted somewhere else that
31:40
I celebrate that and not let that think that I'm less.
31:45
Interesting.
31:46
What's the best way to kind of find your voice?
31:51
Because I am very kind of like light-hearted and likeable.
31:54
But then when I'm on camera, it is so dry.
31:58
You know?
31:59
And it's one of those where I'm like, oh, that's not me, that's not my voice, that kind
32:03
of stuff.
32:04
Do you do that?
32:05
Jonathan, do you do that on purpose?
32:08
Do you try to be different on video or is that just naturally it's coming off that way?
32:12
It's just naturally coming off that way where it's just not, it almost seems like it's
32:16
not natural at all, seems super scripted.
32:20
And you know, I feel like it's just, here's these points that I'm trying to hit.
32:27
And it's just, you know, it's awkward.
32:31
So if you and I were hanging out, what topic would we talk about that would just bring
32:37
the most just joy, passion, energy, excitement out of you?
32:43
Well, besides 20% down, jumbo financing.
32:50
I don't know, that's another thing I've been struggling with is that I love real estate
32:55
and I love everything there is about homes, you know, and that's why I just love what
33:00
I do.
33:01
But how does that translate, or how can I translate that into, I'm wrestling with kind
33:08
of like rebranding if that makes sense?
33:11
You know what I mean?
33:12
And yes, who doesn't love booze and if this, and in this industry, especially in this
33:17
last year, if you haven't hit the bourbon, you know, who are you, right?
33:21
But you know, just everything, just the architecture, just everything real estate I love.
33:29
And so, you know, being a kind of investor in real estate and taking my business to mortgages
33:39
and flipping homes, owning rentals, that kind of stuff, super passionate about it.
33:47
So that needs to be what you talk about.
33:50
But what I want to challenge you with is don't talk about it as an L.O. talk about it as
33:56
a passionate consumer, right?
34:00
Imagine if you quit being an L.O. tomorrow and so you had no selfish skin in the game,
34:06
but you're still passionate about the architecture of real estate.
34:09
You're still passionate about the process of flipping a home.
34:13
And so now, imagine if HDTV has called you and said Jonathan, we want to start a show
34:19
with you, but we need some demo rules.
34:22
We need some videos of you walking through homes, pointing out the things that need to
34:27
be better or that you love, and then we're going to use those rules to decide if you're
34:31
the right personality for a show or not.
34:34
That should be the way you do every video moving forward.
34:38
And people will be drawn to you because of the passion you're bringing to the table and
34:43
nothing else.
34:45
And you will feel completely different, I think, about how you felt so far.
34:52
No, I completely agree.
34:54
What my question to, I've always wondered is that so my brand currently or who I'm really
35:01
focusing on is kind of the more affluent client, that's who most of my business is.
35:09
So I'm trying to kind of curtail my business to, hey, I don't want to say luxury because
35:15
I definitely typed in luxury lender in good night, not luxury at all.
35:20
Did you like what you saw?
35:23
It was like the guy who's been in the business for a month talking about FHA loans.
35:29
But I sometimes I'm worried about diluting almost kind of if I go, well, here's some luxury
35:36
stuff.
35:37
Here's some kind of interest in self-employment, how we look at income.
35:42
And then also the next day, hey, here's a home flip that I'm really thinking is a good
35:46
idea.
35:47
I've got thoughts too much, no, sorry, it's so concentrated about me.
35:52
I don't, well, I think this benefits all of us because this is so much about the mindset
35:57
that we bring to what we think about, as opposed to literally this example.
36:02
I think, I think you're on the right track, you know, what I would say to dig a little
36:07
bit deeper is what are the passions that a, that an affluent person has?
36:13
What did they spend their time thinking about?
36:16
What type of book is the affluent person reading?
36:20
What type of podcast is an affluent person listening to?
36:23
And then I would be creating content that fits the niche of what your answers to those
36:28
questions are because if they're already consuming that, then if you can create more of that
36:34
type of content, then they're naturally going to be more, more willing to consume your
36:38
content as well.
36:41
And so on the flip side, right, I didn't mean that as a pun, but on literally unlike the
36:47
flipping real estate, that's dirtier, right?
36:51
That's dirty work, but that's what affluent people are doing behind the scenes, right?
36:56
They're building generational wealth for themselves.
37:00
And so I love the aspect of showcasing both sides of that.
37:06
And I mean, I love it.
37:09
Everybody wants to be chippin' Joanna Gaines right now.
37:11
And HGTV makes it look like everybody can.
37:14
And it'll happen in four days and it costs about $11.
37:18
And so if you can be out there giving people the raw and the real of truly what it looks
37:24
like and what it takes to do a flip, if you could pull in some other people that are flipping
37:30
and interview them, dude, that's, that's killer content that I think people will absolutely
37:35
love.
37:38
That's great stuff.
37:39
Thank you.
37:40
Yeah, ma'am.
37:41
Very good.
37:44
Very good mindset.
37:45
Who hasn't said anything?
37:47
Oh, what?
37:48
Diana.
37:49
Pick on that person.
37:51
Jen, Eric, Laurie, Steve, Stephanie.
37:56
Come on, bring your biggest resistance.
37:59
The other big thing was consistency.
38:02
I mean, that's probably a shorter answer, but it's part of the answer people want to
38:05
get.
38:06
So want me to throw that in the mix?
38:09
Yeah, let's, let's talk about it real quick while the quiet people are coming up with
38:12
how they're going.
38:13
Hi, I'm Laurie.
38:14
Hi, I'm Laurie.
38:15
Hi, I'm Laurie.
38:16
Hi, I'm Laurie.
38:17
Hi, I'm Laurie.
38:18
How are you?
38:19
Great.
38:20
So great.
38:21
So what do you want to know?
38:22
Oh, all right.
38:23
Jeff, you know better.
38:24
Laurie, I guess she's ready to jowl.
38:26
Stupid.
38:27
What do you want to know?
38:29
Your biggest obstacle or resistance around content, getting content out, your voice,
38:36
who you are, what do you say?
38:39
What hits for you on those?
38:41
Consistency.
38:42
I think you already know that, Jeff.
38:45
That's it for me is the consistency.
38:47
That's why I got involved with this group and with Jeff again.
38:53
So I would have more accountability to remain consistent because this is, this is the,
39:01
how do I say this about this market?
39:05
This is about the most insane fun I've had in 10 years.
39:11
This is an incredible market right now.
39:15
Everybody is an armchair loan officer.
39:18
Everybody knows everything.
39:20
And they actually have no clue what's going on and what's driving rates.
39:24
See to me, what may or may not stop them.
39:27
That's a video right there.
39:29
Yeah.
39:30
No doubt.
39:31
Everybody and their brothers as an armchair loan officer now, be careful, the advice you
39:36
get.
39:37
Right.
39:38
Because if how many of you, I think we talked about this last week, how many of you
39:43
are on MBS Highway?
39:45
Good amount.
39:48
Yeah, the advice that we're getting is amazing.
39:54
And so, Laurie, just for a second time, I'm keeping an eye on the clock here.
39:58
So consistency.
39:59
And I think everyone would benefit from talking about consistency, Kyle, what advice
40:04
can you give around that?
40:06
Yeah.
40:07
Well, so beyond the advice of like, you just need to be better, right?
40:11
Like, that's what most people say about consistency.
40:14
But here's what I would say in regard to what we do with content and social media.
40:19
Stop overextending yourself because it's better to, it's better to be good at one platform
40:25
than the suck at five.
40:27
Gotcha.
40:28
Right.
40:29
And, and most L.O.'s can go listen to a bunch of so-called experts and one expert loves
40:33
Facebook and one expert loves Instagram and one expert's like, you're not on YouTube,
40:37
you're an idiot.
40:38
And then the next person is talking about how cool rules are.
40:41
And so you guys lay your head on your pillow at night going, what the heck is going on?
40:46
I'm supposed to be servicing people's loans.
40:49
But now I got to be a social media expert and be on all these platforms.
40:54
And so if you want to simplify it for you, if you're struggling, now for those of you
40:59
that feel like you've got a pretty good handle on social media, don't even listen to what
41:04
I'm about to say.
41:05
Like, don't let what you're already doing well be, be hindered by what I'm about to say
41:09
to other people.
41:12
Pick one platform and for the next 90 days, wear that platform out.
41:20
So how do we pick it?
41:22
You need to identify where are your people.
41:26
If you love doing loans for first-time home buyers, which probably used to be more prevalent
41:32
than it is right now because of what the market's doing, you need to be on Instagram because
41:38
the average age of a first-time home buyer is right smack in the middle of the demographic
41:43
that is on Instagram all the time.
41:45
If you like doing refies with 40 and 50-year-olds, that's going to be naturally more of a Facebook
41:53
audience.
41:55
Now I was speaking at NAR last year and a woman goes, I'm 55 years old, not love Instagram,
42:01
like she was so offended.
42:03
When I said that, I'm not trying to say there's not 50-year-olds on Instagram.
42:09
But the data says there's way more 50-year-olds on Facebook than there are on Instagram.
42:15
If you love educating, if you love entertaining, go dive into YouTube, go invest in YouTube,
42:23
and watch what it can do for you when you actually commit to it.
42:27
But most of you are going to struggle as you're just trying to kind of half-heartedly do it
42:33
across four different places.
42:37
Go all in.
42:39
Now you've removed all the excuses because there's no excuse for you to not be good at one
42:43
of them, but there's a lot of excuses because you're not good at five.
42:49
I think that'll help with consistency more than anything else.
42:55
The last thing I would say, Jeff, is start doing video so that you can leverage it in
43:03
multiple places.
43:05
The power of video is you can turn a video into a blog.
43:09
You can turn a video into a picture.
43:11
You can turn a video into a YouTube video, an IGTV video.
43:16
You can break it down into pieces and take a five-minute video and turn it into 432nd
43:20
clips.
43:22
It's so reusable.
43:25
It's incredible, but we got to be doing video in order to do that.
43:30
That helps with consistency, Jeff, because one video gives you eight pieces of content,
43:36
and now you don't have to go, what should I post today?
43:38
Well, find 30 seconds from the video you did yesterday and post that.
43:45
Who hears struggles, though, even like fitting that in?
43:49
You know what I mean?
43:50
Even grabbing the phone and being conscious of having a video.
43:54
Go ahead.
43:56
I was about to say with that one thing that helped me tremendously was outsource.
44:02
I don't mind recording the video and coming up with content, but I could not, in our
44:07
given day, of putting out quotes and everything else fire-wise is like, holy crap, I don't
44:12
know how to go post all this stuff, so I found a group.
44:15
There's some 20-somethings that know this stuff a whole lot better than I do.
44:19
They do all the hashtags that do everything.
44:20
I give them the content.
44:22
They post it.
44:23
They manage that piece of it and that has been a game changer.
44:27
Yeah.
44:28
For sure.
44:29
I found that to be true for me as well.
44:30
I suck at that.
44:32
So realize what you suck at, right?
44:35
Right.
44:36
And it seems to do that.
44:38
Yeah.
44:39
I got a question here from Diana.
44:40
Hey, Diana.
44:41
How are you?
44:42
Good to see you.
44:44
I'm sorry.
44:45
Diana.
44:46
I'm sorry.
44:47
Say how to say how to Chris Stapleton as well.
44:51
You want to answer it, Jeff?
44:55
You kind of answered it?
44:56
Yeah.
44:57
I told her that if she goes onto our pro website under the modern mortgage marketing, there
45:04
is video marketing for loan officers, Instagram and Facebook.
45:07
Yeah.
45:08
We have some tutorials in there to help you get started.
45:11
Let's tee this up for Kyle though.
45:12
The question was advice for someone who's a new LLO regarding branding or starting social
45:16
media presence, important for steps.
45:20
So first of all, Diana, just get rid of the word branding.
45:25
It's such an overused word.
45:27
No one even really knows what it means because it means a million things.
45:32
Branding is ultimately when someone hears your name, what do they think about?
45:36
Right?
45:37
Like that's what branding is.
45:39
And then is it are those thoughts a good thing?
45:42
And so don't get caught up in like, you know, don't go buy a course that's about like,
45:47
I'm going to teach you how to brand yourself.
45:49
Who gives a crap?
45:51
Now, Jeff has one of those.
45:52
It's incredible and you should definitely do it.
45:55
Okay?
45:56
But if anyone else does, just be you.
45:59
And what I would say, Diana, is learn out loud as you're learning this industry.
46:08
Jump on video and talk about it.
46:11
Now, don't say that you learned it today, because that will remind people that you don't
46:15
really know what you're doing.
46:17
But just say, guys, I got to tell you something I've been learning and talking about.
46:22
And if you will just become infatuated with learning and growing in this industry and
46:27
then regurgitating it to the people out there, they'll love you.
46:33
And you'll never want for content because right now I'm assuming you're drinking out
46:37
of a fire hydrant, right?
46:40
You're missing more than you're getting.
46:43
And so all of that is digestible content for people and just just be out there educating
46:50
people, talking about it, being excited, right?
46:53
So much of this, guys, is just about passion.
46:56
It blows my mind how many realtors I watch do home tours and it's like they're they're
47:00
touring a funeral home.
47:04
And then they wonder why nobody wants to use them.
47:08
Because there's no joy in anything that they do.
47:11
You've been watching my videos.
47:13
Yeah, I went and watched all of them just a minute ago.
47:17
And that's why I said that.
47:18
Now I'm just kidding.
47:20
So we've that, that, that's what I would do first, stop overthinking it.
47:24
Your people love you already.
47:26
And I don't know where you work, but I'm assuming that you picked there because there's
47:30
a great team behind you.
47:32
And so be confident that you're already good at your job because of the team you chose
47:36
to represent you.
47:38
And then go just passionately love on people and it will go well for you.
47:45
Thank you.
47:47
You're welcome.
47:48
Does anybody have like moments throughout the day where something grabs your attention,
47:56
you're like, whether it's you just learned something, you're like, oh, wow, that's
47:59
cool.
48:01
Or a story with your clients or consumers or you hear something and you're like, hey,
48:09
that would be really cool to share with other people.
48:11
Does anybody have that happen?
48:13
Because that's like where the best content ideas are.
48:15
Like I have this little notebook right here and I'll hear Kyle say something or I'll
48:19
hear somebody else say something and I got the whiteboard over there and I'll get up
48:23
and write down holy crap.
48:24
I got I got a creative video about that.
48:29
And Jeff, that takes training for you and I and some others on the on the call to get
48:36
our brain to think like that, right?
48:39
That's not natural.
48:40
No.
48:41
But it's doable.
48:42
So if anything, get yourself a little three ring binder here or whatever notepad notebook
48:48
so you can jot those ideas down.
48:49
I don't like the phone because then it's like the phones too distracting anyways.
48:54
So I like to write it down and then it gives me something when I have down time.
48:57
I flip through this and I'm like, oh, yeah, that's right.
48:59
And then it expands like I could do this.
49:02
I could do that.
49:03
I could do that.
49:04
Just start brainstorming some ideas.
49:05
You know, I always fall back on for the for the new loan officer Diana is, you know, and
49:09
I'd be curious to get your opinion on this Kyle and of course you can tell me anything.
49:13
You know, we're both big boys is well, I'm a big boy.
49:17
You're skinny.
49:18
But I know fair enough.
49:23
It's like, hey, man, the FAQ is the top five questions you get over and over again.
49:27
You know what I mean?
49:28
Aren't those five videos right there?
49:30
100% and that could be more than five, depending on the depth of the of the question.
49:35
Mm hmm.
49:36
Mm hmm.
49:37
How stories.
49:38
Go ahead.
49:39
Sorry.
49:40
Well, I was going to say the other question to ask yourself is, what are you surprised
49:43
that people don't know, right?
49:46
So when like if you have somebody that asks you like, what is earnest money and you go,
49:51
you don't know what earnest money is?
49:53
Guys, that's a video because they're not the only person.
49:58
And so whenever you leave a meeting and you're like, I can't believe we spent 20 minutes
50:01
talking about A, B and C. A, B and C should all be a video because other people don't
50:07
know those same things.
50:09
And they'll be so thankful for you when you bring that education to them.
50:13
Mm hmm.
50:14
See, write it down right now, peeps, there it is in the notebook.
50:18
What is EMD?
50:22
My sacrament for us that knows what it means.
50:24
See, I don't even know what that is.
50:26
You know, do you suffer from EMD?
50:28
Uh, maybe.
50:30
Oh, man.
50:31
Check the clock here because I got a, ooh, geez, three minutes, uh, they don't know what
50:39
that is either.
50:40
Well, you know, my buddy, Sean Kayhan, the mortgage geek.
50:43
So he, he put out one of the best videos I've seen.
50:45
He put out, do you suffer from ED, escrow delay?
50:49
Oh, oh, that was off the hook.
50:53
That's awesome.
50:54
Yeah.
50:56
Like only the mortgage geek can do it though, you know what I mean?
50:59
And in his style, you guys could do that yourself.
51:02
And by the way, that's, that's just a, maybe to kind of bring this up, button it all up.
51:06
Uh, you see here, I got a text about my next call.
51:10
Uh, uh, uh, uh, uh, I don't know what that means.
51:14
Okay, so we got like two minutes left, rapid fire, final questions to get them out, um,
51:18
Kyle, before we, uh, sign off, where can people connect with you?
51:22
I put your Instagram in the chat.
51:25
I'm going to put your website in the chat as well and the other places you want to drink.
51:29
That's great.
51:30
I mean, I've got a link tree in my Instagram bio that has more links than you could ever
51:35
want for me.
51:36
So, yeah.
51:37
Feel free to engage as, as more, as, as much or as little as you'd like.
51:44
Yeah, I love what you said.
51:45
It's like follow me and try and not like me.
51:48
That's, I hadn't thought about that in following you, but now that I think about it,
51:52
I'm like, damn it, he's right.
51:54
Yeah, that's what my wife says.
51:57
Gosh, you're right.
52:00
That's kid.
52:00
There's kidding.
52:01
She's never actually told me that.
52:02
Never.
52:04
12 years in, still waiting for the moment, so it's not going to happen.
52:09
But if it ever does, do me a favor.
52:11
Don't go.
52:12
Let me write this down.
52:13
Hey, that's a video.
52:14
That's a video about it.
52:18
Yeah.
52:18
There will be a video about it.
52:20
Could you say that again?
52:21
Hold on.
52:22
Let I'm right.
52:23
I'm right.
52:23
Just do that.
52:25
Jeff, can I, can I finish with with one thing?
52:28
Let's wrap it up.
52:28
Yep.
52:29
So you can't change what you don't start.
52:37
Okay.
52:37
And so for all of us on this call, right, everyone, everyone hopefully got something out of it.
52:43
Some of you got more than others.
52:45
The bottom line is the numbers say that at least half of you will do nothing with this.
52:54
You'll feel good about yourself and you'll go, man, that was a good training.
52:58
I like that guy.
52:59
He was funny, whatever, but you will do nothing.
53:03
That's why there's very few high achievers, right?
53:06
So you can't change what you don't start.
53:09
If you want to be better at Instagram, go over there and suck at it first.
53:14
If you want to do brills better, go do some crappy ones first
53:18
because we cannot get better if we don't start.
53:22
And it blows my mind, guys, how many people I talk to every day,
53:25
they go, you know, I am going to do video.
53:27
I just want to get more confident.
53:30
What?
53:32
Like, well, what does that even mean?
53:33
Like, how are you just going to get more confident?
53:37
It doesn't work like that.
53:38
And so pick something from this call, jump in and start.
53:43
Be okay with sucking it first, but also know that your friends don't care.
53:50
Your friends love you regardless of if you say the wrong thing or not.
53:53
And so that's it, Jeff.
53:57
Yeah.
53:57
Like, I just, I mean, you've done, you've done so many classes like I have.
54:01
I'm just done teaching classes because somebody asked me to
54:06
if it doesn't result and you guys getting better
54:09
because that's why I, that's what I've committed my life to.
54:12
And so I want to see you guys kick butt.
54:16
And you might have to suck a little bit before you get there.
54:19
Yeah, awesome.
54:21
Everybody, let's give Kyle a round of applause for being here today.
54:25
Thank you very much.
54:26
I hope you enjoy the hot seat.
54:27
He gets a game around as well.
54:32
All right, so make sure you follow Kyle.
54:34
Try and not like him.
54:36
As you follow wherever he's at.
54:38
I know that.
54:39
Yeah, exactly.
54:39
How do you not like him?
54:40
Kyle, I'm grateful.
54:41
I appreciate it.
54:42
And I know we'll be talking and doing more stuff in the future.
54:45
So everybody's right.
54:46
Here, if you want, if you got more questions or you need more
54:49
deets about anything we talked about here today,
54:51
jump in the private Facebook group, post them in there.
54:53
I'm going to jump to my next call with the Bonzo Boys
54:56
and record a podcast there.
54:58
So why?
54:59
Peace out.
55:00
Everybody have a great weekend.
55:01
I'll be in touch.
55:01
Bye guys.
55:02
Bye for now.
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