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My Top Takeaways From Social Media Marketing World · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  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,
• 0:15
  it 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
  This 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
• 0:35
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  You'll find actionable insights and practical tips that Chris used to close 36 million
• 0:52
  in funded loans from agent referrals and how you can, too.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:17
  Welcome to Mortgage Marketing Radio.
• 1:19
  Brought to you by the Mortgage Marketing Institute, your number one source for truth in
• 1:24
  Mortgage Marketing.
• 1:26
  Hey, listers, what's up, Jeff Zimper.
• 1:29
  Welcome to another episode of the Mortgage Marketing Radio podcast.
• 1:34
  Thank you for being here, thank you for tuning in, if this is your first time, welcome.
• 1:41
  If you are a long time listener, hey, I'd love to hear from you, reach out and email me
• 1:45
  anytime podcast at mortgagemarketingradio.com.
• 1:50
  And if you've been listening for some time, this is just me here today, no interview today.
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  I want to do a couple of things.
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  One is you may or may not know that my brand new book is soon to be released as you're
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  hearing this in the month of March, that is the release month.
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  And I've got some cool stuff to offer you guys as my loyal listeners and followers.
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  The book is Disruptor Die, How to Survive and Thrive the Digital Real Estate Shift.
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  And the idea behind the book, of course, the intent, the genesis of it is that, you know,
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  as I talk to many, many people across the country, both in real estate and mortgage, what
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  I've discovered was that people are at various different places with the changes happening
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  in the industry and the market, the digital shift, if you will.
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  Some are excited and bracing it.
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  That I would say is the minority ad, but many and most are uncertain, perhaps even unaware
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  in some cases, frozen, not sure what to do, not sure what their place is, not sure how
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  to adapt and pivot, not sure if like what they've been doing, you know, should they continue
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  doing or not.
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  So I wanted to collect a bunch of actual case studies, real world, what's working today,
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  what's coming around the bend, how do we prepare ourselves for the shift and break it
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  down, you know, into basically two different parts, which is number one, the five trends
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  driving the digital real estate shift.
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  And then number two, how do we pivot and become modern mortgage and real estate professionals
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  with lots of actual use cases, stories of loan officers and agents who have made the
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  pivot and are taking on a modern mortgage or real estate marketing mindset.
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  And that's not to say that, you know, old school doesn't work.
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  You know, I have a saying that principles don't change, but tactics do.
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  And so I cover that in the book as well.
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  But if you're interested in getting your copy of the book, your advanced copy, right?
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  This is much like when your favorite band comes to town and you want to get on the pre-release,
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  the early release list, so you can get the best seats at the best price.
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  This is that for you.
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  And we've got some extra bonuses in there for you guys who get on that pre-advanced notice
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  list.
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  How do you do that?
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  How do you get disrupt or die calm yet disruptor die calm?
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  And that's where you just can put your name in an email address.
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  And as soon as the book is ready to go, you're going to get first dibs early release on
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  that before it goes live on Amazon and some extra bonuses with it as well, such as a companion
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  course that I'm working on right now, a companion course that goes along with the book, which
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  is includes a bunch of video downloads and resources and things that help you walk
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  step by step through the book to help go deeper along your journey and help you along
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  the way.
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  So get disruptor die calm.
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  Okay, so today what I'm bringing to you is just a quick kind of riff, a rant, if you
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  will, on I attended last week in San Diego, my new annual event that I have my second
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  year in a row and I've already signed up for next year.
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  And what this is is the social media marketing world event.
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  And it's one of the biggest events of its kind, about 5,000 people attend from all over
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  the world to come attend this event every single year and it features some of the best of
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  the best and brightest when it comes to what's happening in the space of social media
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  marketing.
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  And so I wanted to just go through my notebook and flip through my phone here.
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  This is, you know, not very well prepared.
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  So I'm just going to riff and rant and look at, you know, my notes and kind of bring to
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  you the highlights of what I've learned, the big, you know, kind of the best takeaways
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  from this event and hopefully pass on to you that you can at least, you know, from a
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  thought provoking standpoint, right?
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  There's definitely a lot of tactical stuff that I learned that isn't appropriate for this
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  format.
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  You'll see that come out in different ways and means over the coming months.
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  But ultimately, what are my top takeaways from social media marketing world?
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  Okay, so let me break it down.
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  Okay, first and foremost, and if you hear some pages flipping, yeah, that's because that's
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  my notes.
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  That's my old school, still using the old college rule composition notebook.
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  If you're watching the video, you can see that right here.
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  Okay, so let's see, first and foremost, guess what's in again, I'm going to take my glasses
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  on and off so I can look at the camera and not see a blurry lens here.
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  Okay, so what's in, what's hot again this year, believe it or not, video, that's right.
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  Coming to a screen near you video, it's hot once again, video is important.
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  Video isn't growing ever and more important.
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  And if you aren't on video yet, if you haven't got started, yes, I know it's daunting.
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  Yes, I know you don't like how you look on video, but I'm sorry, right?
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  Video is the killer app.
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  And that was definitely a key theme that was talked about at the kickoff at the keynote
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  by Michael Stelzner, who did some research and shared with us, you know, for example,
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  what's coming is 5G, 5G on your mobile device.
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  That's more Wi-Fi, more power, more bandwidth than you have in your home on your Wi-Fi, right?
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  So what that means is you're going to be able to get digital quality, right?
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  High quality, like 1080, 4K, I don't know what it's going to be, but I know it's going
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  to be high quality, full video on your mobile device, you'll be able to watch streaming
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  on your phone, streaming from the likes of Netflix, Hulu, Amazon, and Disney.
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  Now you may have seen Disney came out with Disney Plus and what was shared with us is
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  that the former CEO of Disney had said that Disney's number one focus moving forward across
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  all Disney brands is Disney Plus.
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  More important to them than Disney theme parks, right?
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  More important to them than Marvel, right?
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  And Star Wars, Disney Plus is their primary focus.
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  It's called the streaming wars, and why?
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  Well, because we know if we want access to entertainment on demand, whether that be
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  in our living rooms, in our couches, in our big screen TVs, or on our mobile devices
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  and tablets, and with the coming of 5G, that is now available.
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  And we know that people would rather be entertained than educated.
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  But if you can do both and combine both, this is a lesson for you, content creators, if
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  you can combine both and combine both education with entertainment, well, then you've got a
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  real winning combo.
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  And so I want you to think about video and the overall conversation of, and this goes
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  back to takeaways from my time.
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  I want you to think about video and the overall concept of your content strategy and where
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  does video play a role in your content strategy, right?
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  Because another topic that was discussed at social media, marketing world by one of my
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  favorite presenters and authors is Mark Schaffer, author of marketing rebellion and his tag
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  line is the most human company wins and had Mark on my podcast as well.
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  So if you want to go to the blog, you can look that up the Mark Schaffer episode.
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  But you know, Mark had a session that was called the War for Attention and flipping through
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  my notes here.
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  The war for attention, unless his face it, guys, it is a battle for attention out there,
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  right?
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  Winning the war for attention.
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  And here's a key point is that over time, every channel becomes saturated, right?
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  And there's a funny old saying that marketers ruin everything, okay?
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  But over time, every channel becomes saturated.
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  And so you've got this to identify, like, how are you going to stand out?
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  And video is still for people in our space, Morgan and real estate.
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  It is underutilized, right?
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  And in many cases, poorly utilized.
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  So where is video going to play a role for you because I, I am telling you right now
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  and I don't often like make definitive statements like this.
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  But I am, I guarantee you that if the, over the next 12 to 24 months, you do nothing with
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  video, you will be left behind.
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  You will be what's called a fading winner.
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  You will not maintain a position at top of mind awareness with your clients, past clients
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  and future clients.
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  Why?
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  Because they're engaging with video.
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  You've seen the stats enough, people want to watch video videos, the next best thing
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  to being there.
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  It builds trust.
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  People build a personal connection to you.
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  It differentiates you for now.
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  More and more people are hopping on the video bandwagon.
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  What are you doing about it?
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  Okay?
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  All right, so give me a second here while I scroll to grab a couple of extra nuggets of
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  content.
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  I want to share with you in regards to winning the war for attention.
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  You know, what I love about Mark Schaefer is that, you know, he kind of breaks it down
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  and, as you know, my line here is the Chief Truth Teller, right, at Morgan's Market
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  and Radio.
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  And I believe in telling the truth.
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  And so Mark mentioned this concept, asking the audience a question, which is, are you
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  guru led?
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  Are you guru led?
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  And so what that means is you see that, and this is true at social media marketing world,
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  the example of TikTok, right?
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  The concern is when you are guru led is that you follow what all the gurus tell you
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  to do.
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  I don't care if it's Gary Vee, I don't care if it's, you know, some other person you're
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  looking to as a quote guru and whatever they say you take as gospel.
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  If you look back at the history, right, people have said, it's Snapchat, man, every year
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  there's like a thing, right?
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  So it was Snapchat before and everybody piles on Snapchat.
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  And then it's the year of video unlinked in and that's what everybody does.
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  And then marketers and people flock to whatever's popular until they ruin it, right?
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  And that's not a strategy.
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  Winning the war for attention depends on non conformity, not conformity.
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  And so we use the example of TikTok, right?
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  I know TikTok's getting a lot of buzz right now and a lot of attention and I see some
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  people in our industry focused on it and using it.
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  And it was a big piece of the conversation at the conference I was just at, right?
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  There seems to be a frenzy.
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  Everybody's got to get on TikTok and Gary Vee and it's hot and you can learn things and
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  things like that.
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  And you know, research has shown that indeed there's a growing older audience on TikTok.
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  But when you take a closer look at the data, 94% of the content created on TikTok is created
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  by teenagers, right?
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  So what does this imply?
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  And it implies we have a lot of older people stalking teenagers on TikTok, right?
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  As that occurred by the way on Snapchat before the older crowd dropped out, right?
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  And again, you always need to ask the question first when it comes to strategy.
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  Where is your audience?
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  And yes, we want to get ahead of the curve to the degree we can and things like that.
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  And I understand that you could potentially, you know, view content on TikTok to perhaps
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  learn some things or creativity wise, right?
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  I'm not here to debate that per se at least not right now.
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  The thing I want to discuss more is what is your strategy, right?
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  You need to be building an audience of 12 year olds for your business, right?
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  In our space, I'm going to argue, no.
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  And will you, are you going to be left behind if two years from now TikTok does continue
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  to trend up and maintain an audience of people of home buying age, right?
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  Okay, sure.
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  Keep an eye on it and be aware of it, right?
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  And I'm not against TikTok, right?
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  What I'm just saying is think, think, don't be guru led, pause.
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  Is this a good use of your time in resources?
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  And more importantly, how you doing on the current platforms where the attention is and
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  the success track record is doing to have content across those platforms, Facebook, LinkedIn,
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  YouTube, Instagram, do you have meaningful relevant videos?
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  And if you haven't even gotten started yet on the other established platforms and you
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  are burning time in cycles on TikTok, I'm not sure that's the best use of your time.
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  Okay?
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  To be effective today with your strategy for online, you can't be guru led and fall in
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  line with the crowd, right?
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  Like Mark Shaker, Shaker talked about, you've got to zig when everyone else is zagging.
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  You've got to do what's different, right?
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  What shows up differently.
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  And one of the easiest ways to do that is through video content, by the way, with your own
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  unique personality, with your own feature of content that you could do.
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  This isn't a lesson today on that, we'll cover that on future episodes and some of the
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  additional training we've got helps you with that, right?
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  But be a non-conformist, right?
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  Be more human, actually.
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  So that was my biggest takeaway from Mark Shaker and I 100% agree with that.
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  Stop being guru led, do what makes sense, don't just do something because it's new and
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  it's hot and it's sexy and it's bright and shiny, right?
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  Stop and think.
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  The key is this human presence, right?
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  An emotional connection and there's so many different ways you can do that.
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  You can get personal with people and by the way, here's the thing, how do you do this?
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  You don't make you the hero.
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  Like the classic example with the real estate agent is like, look at me, look at all my
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  great listings and look at my top producer award and all that kind of stuff and that's
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  all well and good.
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  But that's putting you in front and center, you making you the hero.
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  And what we need to do to be more human, to create a better emotional connection is to
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  make our clients the hero, to put our clients in front and center, to put stories about
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  clients and working with them, to put stories about where you live and why you love where
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  you live, front and center and your community, right?
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  Maybe take us behind the scenes a day in the life of a mortgage originator.
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  What happens?
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  Show us some of the chaos, show us some of the fun, show us some, you know, people, that's
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  what creates an emotional connection, right?
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  And what unique value can you provide?
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  Here's something you want to Google, Google, Walmart, Charlene, Walmart, Charlene, right?
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  The first time I saw it was at the conference, I'm going to actually googling it right now as
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  I typed this in here.
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  So who is Walmart Charlene?
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  This lady works at Walmart and she poses with its products for stores, local Facebook page
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  and people have loved her sense of humor, Google it and look at the pictures.
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  We got a picture and I'll put a link to this in a show notes.
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  We got a picture of, and by the way, this woman, she looks to be, I don't know, respectfully,
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  about 60, 70 years old.
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  So here's a picture of her, crawled up in a crib at Walmart with, looks like some, some
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  pitiolite and a binky and a little blanky over her head.
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  Here's her cruising on her, you know, scooter cart with a teddy bear in one hand and a basket
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  full of 50 shades of gray and some cool whip and other things in there.
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  Here's her piled up in a basket full of Valentine's stuffed animals.
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  Another picture of her laying on top of a palette full of bird seed, right?
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  Her with some football sporting gear on, just doing these funny little poses.
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  Here's her with a, in front of the milk, what do you call this, the refrigerator where
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  they sell milk.
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  She's holding up a gallon of milk in one hand, a box of Oreos in another and she's got
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  a milk mustache painted across her face.
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  This is creating engagement.
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  This is obviously being funny.
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  Like I said earlier, if you can entertain and educate at the same time, you've got a
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  winner.
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  But when you can, hey, I show the lighter side of things, whether that's you, somebody
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  you interview, somebody who's on your team, have fun, okay?
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  All right.
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  I'm going to turn a couple more pages here.
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  I mentioned hero stories, right?
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  By the way, how about you highlight for mortgage originators listening?
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  How about you highlight one of your agents?
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  What if you, after a successful close of a transaction, identified one of your agents who
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  went above and beyond the call of duty, really helped her clients, his or her clients, win
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  their home, right?
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  In this market, competitive market, and if we're working together, collaborating with agents
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  to help get our clients offers accepted, I know there's things agents are doing, right?
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  Here's an idea for you.
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  You know, of a loan officer, there should be more who do this, you know, you've heard
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  of the old buyer letter, right?
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  Let's have a buyer write a letter to the seller in a multi-bit offer, so we help that buyer's
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  offer be accepted.
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  Well, I know of a loan officer who actually does a video, right?
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  Sits down with the family, grabs his mobile phone and takes a quick video of the family.
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  Basically, he says, hey, what's up?
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  This is Jeff at ABC Mortgage here, I am with the Smith family and we're about to submit
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  an offer on your home, Mr. Mrs. Celler at 1, 2, 3 Main Street, and I just wanted you
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  to see how, you know, who this family is and how much they love your home and they would
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  really love to have their offer accepted and be able to, right, start the new chapter
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  in their next life and create some amazing memories in their home.
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  Then boom, pan around, hey, Susie, hey, little Johnny, right, all that stuff, and then you
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  send that video off to the listing agent to share that with the home seller, right?
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  That's today's modern version of the buyer letter.
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  Okay, real quick, a couple other things here.
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  We talked a lot about personal branding.
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  That's for sure, personal branding being a big theme because that's the one differentiating
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  thing that we do have, right, and of course, one of the things that was the question posed
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  was, you know, personal brand.
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  What is a personal brand?
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  What do people think about when they think about you?
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  What do people think about when they think about you?
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  And if people don't know about you, they can't do business with you.
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  Are you the best kept secret in the industry and ask yourself this question, what problem
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  do you solve?
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  I'm just flipping my notes here to try and find the right section in this thing.
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  What problem do you solve?
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  Like when you think about somebody entering a home transaction, somebody acquiring, getting
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  a mortgage, what emotions do they have?
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  This may change based on who they are and their experience in buying a home, but think
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  about this.
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  Do people trying to qualify for a mortgage and purchase a home?
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  Do they have fear?
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  Do they lack certain confidence?
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  Do they have uncertainty?
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  Do they have doubt?
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  Are they lacking information?
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  Here's a key point.
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  Solve the problem as much as provide the solution.
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  Become an ambassador of the problem.
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  Do you solve the problem as much as the solution and become an ambassador of the problem?
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  What problem do you solve?
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  Because what people buy is solutions to problems.
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  So I'm entering in a market.
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  I'm a first time home buyer.
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  I've got some fear.
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  I'm not 100% confident.
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  Right?
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  Hey, you go with us.
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  Here's what we do.
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  Replace it with confidence and certainty.
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  Right?
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  We're going to take you along the journey and help you win the home of your dreams.
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  This is just off the cuff.
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  Top of my head here, people.
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  And think about how you can help quell a dress, how you can help position and demonstrate
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  yourself as an ambassador of the problem through your knowledge, yes, but through the sharing
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  and articulation of your knowledge through the delivering content that addresses the problem.
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  What would that look like?
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  I don't know.
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  It could be a video.
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  Hey, this is Jeff at ABC Mortgage and in today's market, I know it's hyper competitive
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  and you are looking for the right choice for your mortgage needs.
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  And I can tell you one of the things I love about working with clients, particularly
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  first time home buyers, if they've never bought before, is I know there's probably a fair
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  amount of fear and uncertainty in the home buying process and all the moving parts.
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  And one of the things that we pride ourselves on here at ABC Mortgage Company is helping
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  to build confidence with you in that you're going to make the best decision for you and
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  choosing your mortgage to help you feel confident that you can indeed buy a home in today's
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  market and start creating memories for life.
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  So folks, that was completely off the top of my head and you've got to spend some time
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  crafting and articulating that.
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  But imagine a video like that that goes on your insta, your Facebook, whatever YouTube
• 23:45
  channel, right?
• 23:47
  Love that concept, sell the problem, sell the problem and that you're solving that problem,
• 23:53
  okay?
• 23:54
  All right.
• 23:55
  We've glanced at a couple of more things here.
• 24:01
  You guys like in this stuff?
• 24:02
  I would love to hear your feedback on this, jump on the Facebook page or leave us a review
• 24:06
  wherever you're listening to this podcast, we'd love your feedback on that.
• 24:12
  And last point I guess about branding is find your uniqueness, find your uniqueness and
• 24:19
  exploit it in the service of others.
• 24:22
  Very wing it, said that.
• 24:25
  And some of you may not think you have uniqueness and I'm here to tell you you do.
• 24:30
  For some it's more obvious than others and yeah, maybe you've got to do a little bit
• 24:32
  of digging and maybe you've got to break yourself out of that trap that you quit being the
• 24:37
  right and fees jockey, right?
• 24:40
  You've heard me say it before, advice over price.
• 24:44
  So it's not just advice over price but it's back to what we just said, problem versus
• 24:50
  solution.
• 24:51
  I've got the best rates in town, great, that's a solution, that's not a problem, okay?
• 24:57
  It's not a problem for people to get an interest rate quote.
• 25:01
  What is a problem?
• 25:02
  Well, I've got a little bit of a challenge credit or I've never bought a home before or
• 25:06
  gosh, we're pushing it a little bit in our price zone or it's hyper competitive.
• 25:10
  How am I going to be sure that I get, you know, that my offer gets accepted?
• 25:15
  Or I don't know if it's the right time to buy now.
• 25:17
  I mean, you know, rates are down, yes, but prices are up and the future market's a little
• 25:21
  bit uncertain, I'm not sure what problem are you solving, okay?
• 25:29
  And then how are you becoming known through what channels of distribution, okay?
• 25:37
  Are you sharing content to become known for a specific problem that you solve?
• 25:45
  And lastly, let me close it out with this, right?
• 25:49
  We are on a journey to become, to move from, we've got two categories, if you will, imagine
• 25:54
  you had a sheet of paper, right, right here, got a sheet of paper, and down the middle,
• 25:58
  on the left hand side of the top, you write unknown, line down the middle, on the right side,
• 26:04
  you write down known.
• 26:07
  So and the line down the middle, by the way, is the wall.
• 26:11
  The wall for attention that we must break through.
• 26:17
  And how do you move, how do you cross over, right?
• 26:22
  Well, there's lots of different activities to do, right?
• 26:26
  We've touched on some of those, your personal brand content, right?
• 26:30
  Coming up with specific topics, your products can help you break through, you know, how do
• 26:36
  you show up online when people look you up?
• 26:40
  But you know, all those different things, content, but the real way to cross over from unknown
• 26:48
  to known, to cross that barrier in that wall, is to become the person on one thing, often
• 26:57
  on one channel.
• 26:59
  This comes down to you, you know, call it niche, if you will, you've heard it said,
• 27:03
  which is our enriches.
• 27:04
  And so many people never implement this, right, in a very specific way, because you think
• 27:09
  you're going to lose out on the other, it's more standard business.
• 27:12
  I'm here to tell you you're not.
• 27:13
  And I've got examples of this in our book Disruptor Die.
• 27:16
  So if you haven't yet thought about getting on the advanced copy list for that, go to get
• 27:21
  DisruptorDie.com, that'll be coming out in the month of March.
• 27:25
  But we go, we have lots of use cases and examples in that book of how people have broken
• 27:28
  through the wall from unknown to known by becoming the person on one thing, often on one channel,
• 27:34
  because you can't be great on 12 different social media channels unless you have a team.
• 27:41
  But I will tell you that it all comes down to this to really cross the barrier from unknown
• 27:46
  to known and have people talking about you because today, the marketing department is
• 27:52
  your clients, your customers, they are your marketing team, getting them to talk about
• 27:58
  you on social media, what do they say?
• 28:04
  Both on the social platforms and online reviews in their local communities, in their homes
• 28:09
  and neighborhoods, what do people say about you?
• 28:13
  What do people think about you when they think about you?
• 28:17
  Don't just differentiate on knowledge, here's the key, differentiate, untrust, right?
• 28:30
  That's how you break through the wall from unknown to known is you don't differentiate
• 28:37
  unknowledge.
• 28:38
  Yes, that's relevant part of the equation, but you really differentiate untrust who you
• 28:43
  are.
• 28:46
  That's really what you're marketing with your content is trust.
• 28:50
  Are you leveling up the trust?
• 28:53
  Is the content and conversations that you're creating, both online and off, is that leading
• 29:01
  with focus on trust before focus on sales, right?
• 29:08
  What's your reputation because reputation comes before revenue?
• 29:14
  And if you ever were confused about what to market, what to say, how to content to create,
• 29:21
  put it all through the filter first and foremost, is does this help demonstrate you as a trust
• 29:27
  worthy individual in the mortgage and real estate space?
• 29:33
  That's it.
• 29:34
  That's all I've got for you on this episode, we're going to get back to our interviews
• 29:38
  in the coming weeks and other really more special surprise bonus content coming your way as
• 29:42
  we change it up ourselves here in 2020.
• 29:45
  So I hope that you've gotten some value out of this.
• 29:47
  Check the show notes for links to additional resources.
• 29:51
  If you're watching this on our YouTube channel, thank you for me just so you know, I'm doubling
• 29:55
  down on YouTube this year.
• 29:57
  I'm going to do a separate episode on what is the ideal platform, social platform for
• 30:03
  you in the real estate space.
• 30:05
  That's all I've got for now.
• 30:07
  Again, the book Get Disruptor Diagon.com, go check it out, appreciate you guys, we'll
• 30:11
  see you on the next episode, go out there, feel some trust.
• 30:16
  Thanks for listening to Mortgage Marketing Radio.
• 30:19
  One more truth in mortgage marketing, get more free training and resources at MortgageMarketingInstitute.com.
• 30:41
  Hey guys, what's up real quick?
• 30:43
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• 30:46
  remind you of that you're in a place in your business where you simply need more purchased
• 30:50
  loans.
• 30:51
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  Let's just face it, agents are still a solid pillar of business and sources of purchase
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• 31:00
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