Latest / Mortgage Marketing Radio / $75 Million in Funded Loans from TikTok

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$75 Million in Funded Loans from TikTok · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  the real estate agents is essential for success.
• 0:06
  However, finding effective ways to secure agent relationships can be a challenge.
• 0:11
  With so many mortgage loan originators vying for the attention of real estate agents, it
• 0:15
  can be difficult to stand out and establish meaningful connections.
• 0:20
  Our new case study featuring loan officer Chris Cogill is a must-read.
• 0:25
  Chris has closed a remarkable 36 million in funded loans from agent referrals.
• 0:31
  And in this case study, he shares his proven strategies for building strong relationships
• 0:34
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  You'll find actionable insights and practical tips that Chris used to close 36 million
• 0:52
  in funded loans from agent referrals and how you can, too.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:03
  So since I started doing that back in January, over a six-month period, I received a round
• 1:10
  fight very close to 5,000 bleeds.
• 1:14
  And then of those 5,000 bleeds, we're experiencing about a 10% that are converting through to fully
• 1:21
  closed.
• 1:22
  That's the way that it's looking at the moment.
• 1:25
  So in terms of the 10% to pre-approval, which comes in roughly at around your $225 million,
• 1:35
  which is crazy.
• 1:36
  Right.
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  I know what I say that out loud.
• 1:38
  It's like I've desensitized to it because now I've been doing it for so long, but when
• 1:42
  I say it out loud and I'm on a podcast like this, it reminds me that it's pretty great.
• 1:46
  It was all from TikTok.
• 1:51
  Hey, Listers, what's up, Jeff Simford.
• 2:05
  Welcome to this edition, episode of Mortgage Marketing Radio Podcast.
• 2:10
  Once again, thrilled you are tuning in here.
• 2:12
  Hey, quick reminder, if you haven't yet left us a review, I'd be grateful if you did.
• 2:16
  Take a moment.
• 2:17
  You're on your smartphone, listening, perhaps.
• 2:19
  You've got a couple of minutes of downtime.
• 2:20
  You want to let us know what an impact this podcast has made on you.
• 2:23
  That'd be awesome if you could take up two minutes and leave a brief review wherever
• 2:26
  you're listening to this Spotify, Apple, wherever else.
• 2:31
  That'd be great.
• 2:32
  Then secondly, as you know, this podcast is brought to you by me and the Mortgage Marketing
• 2:37
  Institute Pro membership, which the lead thing we do in there right now, we're focused
• 2:43
  on primarily is being brilliant in the basics and getting aligned with real estate
• 2:49
  agents by leading with educational classes both in person and virtually over zoom.
• 2:54
  And look, I've been talking about this for some time.
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  If you haven't yet checked that out, I encourage you to do so.
• 2:58
  Why?
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  Well, look, in a market that we're entering, we're in, the waters are a bit choppy, right?
• 3:03
  And you've heard the saying perhaps for more and buffered in the past that when there's blood
• 3:07
  in the streets, that's when you invest.
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  And there are people getting out of the business.
• 3:11
  I mean, mortgage professionals.
• 3:12
  There are people that are deer in the headlights frozen, you know, and there are some
• 3:16
  weeding out of the agents as well.
• 3:18
  But if there ever was a time to invest, to push the chips forward on the table, as they
• 3:23
  say, and go all in on investing, investing in relationships and being brilliant in the
• 3:30
  basics now would be the time.
• 3:33
  And you've heard me share the success stories.
• 3:35
  I've got a couple more to share with you right here.
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  One of our members who's teaching classes, we do a call every Friday, by the way, it's
• 3:41
  a small group call and it's all about, you know, group coaching to everybody to level
• 3:45
  up their skills and get better in a variety of things.
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  But anyway, Jessica, one of our members said she was feeling sad because she had to miss
• 3:50
  the call.
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  Why?
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  Because she was meeting a broker for lunch that has 38 agents, 38 agents, and that they're
• 3:58
  meeting for lunch to get her on the calendar to do monthly agent marketing classes.
• 4:03
  Wow.
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  How would you like to be invited to do monthly classes in front of 38 agents per month,
• 4:09
  right?
• 4:10
  All about this one, nothing like, and it's, of course, this comes from Glenda, another
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  fantastic member we have.
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  Good morning, nothing like setting two appointments from one post before 7am.
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  And where does she get that post idea from?
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  Well from the content that we share on our weekly calls, that's related to helping agents
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  succeed with video marketing.
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  And I could go on with another one here.
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  That time when you get a $2.4 million lead, that attended one class sat in the back.
• 4:41
  It didn't say a word that had been following up with her like butter that comes from Glenda
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  as well.
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  And the referrals, the testimonials go on and on and on.
• 4:51
  You can see in here more about that over at mortgage marketing dot row.
• 4:55
  Here's another one from Jeremy had my third agent class in two months, every agent there
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  wants to follow up meeting.
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  That's from Jeremy.
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  Carmella just had my third class 24 registered 10 showed up for new agents, three appointments
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  made.
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  Guys, what are you doing to get in front of imperial estate agents?
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  Both ones you've worked with in the past, ones that you want to work with.
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  What are you doing to build your local brand amongst your local population real estate agents?
• 5:23
  Say what you will about agents, but 89% of people still buy a house, use a real estate
• 5:26
  agent.
• 5:27
  And even with the changes in the forecast of purchases of home sales, residential resale
• 5:33
  homes, not new construction, 5 million predicted to happen this year.
• 5:37
  How many of those are going to capture in your local market, right?
• 5:42
  Invest in relationships, invest in building your personal brand.
• 5:44
  You want more agent referrals, you want more engaging from agents, most originators struggle
• 5:49
  because their opposition is weak and lame.
• 5:54
  Therefore, lead with education, lead with an educational proposal and platform that attracts
• 5:59
  agents to you that reciprocates referrals to you every single month, like clockwork.
• 6:05
  Go check it out at mortgagemarketing.pro.
• 6:07
  Okay, this week's episode, I am thrilled to bring you a very special guest all the way
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  from down under as they sigh.
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  So my special guest today reached out to me on Instagram a while back and let me know
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  that he was a fan of the podcast and I thank you for that.
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  But also started sharing his results that he was getting on TikTok.
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  And I was intrigued because I don't often hear from the folks that are doing things
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  on TikTok.
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  And let me just say that people are loan officers, real estate agents are succeeding on TikTok.
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  They're getting referrals, they're closing transactions.
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  And my special guest today, Rob Roper, is his personal story on how he's generated
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  $70 million in closed fundings on TikTok in approximately a year.
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  I'll say it again, $70 million in closed fundings from TikTok.
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  Now, am I saying that you need to dance on TikTok and that you need to do a parody and
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  song?
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  You know, humorous and entertaining as Elvis returned from the grave?
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  No.
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  And I think you'll learn a lot as I did from listening to Rob's story and he talks about
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  what you need to do if you're considering TikTok, right?
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  And how to approach it.
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  And so I think this episode, this conversation will be quite revealing and insightful for
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  those of you that may have put TikTok on the back burner because you didn't think it
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  was for you.
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  You thought your demographic, your audience wasn't there.
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  Well, this episode's for you.
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  $70 million in closed, $5,000 leads in approximately one year, all free, not paid for.
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  And we're going to put a link in the show notes, by the way.
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  If you're interested in TikTok, Rob does have a special offer just for our listeners.
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  You can go to check out more.
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  He does have a course, if you will, a master's course, which will walk you through his exact
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  journey and process step by step, what to do, how to do it, screenshots, images, everything
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  you need to know.
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  A link is going to be in the show notes for that as well.
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  You want to learn more about that?
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  Go check that out.
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  If you've at all considered getting in front of the growing audience on TikTok, these
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  next gen buyers, the Gen Z, the millennials, right?
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  That are on TikTok, and this is a great way for you to get in front of them.
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  So without further ado, let's get into this week's show.
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  Rob, welcome to the show.
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  Jeff, how are you going, Mike?
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  Hello from Down Under, as they say, right?
• 8:31
  Yeah, that's it.
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  That's it.
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  So I want to set up the context of this, and this is so cool how this happens is you
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  reached out to me over Instagram a couple of weeks ago or so, and said you were a fan
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  of the podcast, and I'm grateful for that.
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  So thank you.
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  But you also started sharing it with me, like the amazing results you were getting from
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  TikTok.
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  That's what we're here to talk about today.
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  Before we get into that, why don't you give the brief background or how long have you
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  actually been in mortgages as an originator?
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  Yes, sure, sure, sure.
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  I actually, and it will surprise a lot of people if you go into my TikTok page, but I started
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  my broken journey back in, I actually became licensed in May of 2021.
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  So it's only been just over a year.
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  Yeah, so pretty new to industry, but one of my first, my first targets as a new broker
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  was how am I going to, how am I going to get those leads, how am I going to develop new
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  customers?
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  All right, so did you intentionally set out to TikTok specifically?
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  I actually, when I was going through the training in early of 2021 to become a broker and
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  the training over in Australia is probably similar to America and Canada in that it's
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  a, you know, you can do the course in a relatively short period of time, kind of three weeks
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  to a month.
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  So during that time, I was just smashing all of the different podcasts, you're always
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  being one of them obviously, and just trying to learn about different ways that, and maybe
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  find a way that isn't used by a majority of brokers, because I knew that coming, coming
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  into the industry fresh, there were going to be certain areas which were saturated.
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  And so I wanted to go, well, where is somewhere where I don't see any brokers, but I've heard
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  through some podcasts that maybe some people are getting these leads in, and I was listening
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  to a Canadian guy who I think he'd reached about 15,000 followers on TikTok.
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  And I thought, wait a second, is it TikTok where 17 year old girls are doing different
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  dance moves?
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  That was my thought in the first, in the first place.
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  And I thought, well, if he can get on there, maybe I can get on there too.
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  So yeah, yeah, that's how it kind of all sparked, it sparked in my head in the, in the short
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  turn.
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  Wow.
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  All right.
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  So what allowed you then to, because that is kind of the initial perception, or it has
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  been up until recently that TikTok's for the young, the dancers, all that kind of stuff,
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  but I know you know this very well.
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  And for listeners, you may not be aware, but the demographics of TikTok are trending older
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  now.
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  Yeah.
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  I looked at a stat the other day.
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  I forget the exact same number, but something maybe approaching 30% of them are 40 years old.
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  Something around the dance.
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  So yeah, that sounds right.
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  Okay.
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  Help us then, because we're going to get into your numbers in a moment.
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  Well, let's just do it right now.
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  So you've been doing loans basically for about a year, you decided to go all in on TikTok,
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  and I'm looking at your page, your TikTok profile, and we'll share it in the show notes
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  and all that.
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  But you decided to go, quote, all in on TikTok.
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  So what I mean by this first question is then, were you trying to be the, you know, the
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  bumblebee in head of bunch of socials, or did you go all in on TikTok?
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  I went all in on TikTok.
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  Now, a little bit about my background prior to becoming a broker is I have actually spent
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  10 years in the education industry as a high school teacher teaching, teaching secondary
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  maths.
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  Yeah.
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  And then I also have a tutoring business.
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  So in addition to that, we supply tutoring to students all the way down in grade one,
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  all the way up to year 12, right?
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  So my background is in educating people and teaching them, you know, how to do different,
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  how to learn different concepts.
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  So one of the, one of the things I wanted to apply to TikTok was, well, I just want to
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  teach adults now how to best prepare themselves to get a home loan.
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  And when I started consuming TikTok and realizing that it wasn't just 17 year old girls dancing
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  and there were lots of different content creators on there teaching people about lots of
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  different industries, really niche industries and, you know, things that I never even had
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  thought to learn in my life, but they did it in an engaging way.
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  So it was digestible for me.
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  I thought, well, maybe I can do that with mortgages.
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  And so I went all in on TikTok and I also in the past that had my own podcast or about
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  small business a couple of years ago in Perth.
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  And when I was promoting that podcast, I was promoting it primarily on Facebook and
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  Instagram.
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  And I noticed that I was putting a lot of effort into creating content on those two platforms
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  and getting relatively low engagement.
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  And then what I had read about TikTok at the time was that you can have no followers
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  on this platform, literally zero.
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  And you can experience your first post going completely viral and getting hundreds of
• 13:12
  thousands of views, whereas on Facebook and Instagram, your virality was a representation
• 13:17
  of your follower size.
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  So I thought, I'm going to go all in on TikTok, but I'm going to approach it in the same
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  way that I do the classroom, in the same way that I do my tutoring center.
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  I'm going to educate.
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  And that was kind of how it all started.
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  Yeah, I think I always, you know, have this thing like you can't go wrong if you lead
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  with education, you know, yeah, sure, okay, so let's get into the numbers then.
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  So you shared with me over the DMs, but what have you closed from Instagram for loans?
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  Total volume.
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  Yes.
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  Sure.
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  So back in, so I started back in June of 2021.
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  And then for six months, I was using it as a broker and it got to a point where I was,
• 13:58
  I was getting in so many leads because, you know, being a broker is in addition to my
• 14:02
  other businesses.
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  So when I first started, I thought, if I could pull in one lead a month, I'd be happy.
• 14:07
  That was my initial thought process and it got to December where I was having to turn
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  away probably 95% of the people that were contacting me because I didn't have the capacity
• 14:17
  to serve them.
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  So I thought, this isn't, this doesn't work.
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  I can't deal with the volume.
• 14:23
  So that's when I started to reach out to mortgage brokers all over Australia.
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  And I said, how about I refer you these leads and I actually converted my business into
• 14:32
  more of a lead generation for other brokers because I wanted to serve as many people as
• 14:36
  possible.
• 14:37
  That was the goal, right?
• 14:39
  So the way that it works with that kind of network is I don't charge any fee to send that
• 14:43
  lead out.
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  Like a lot of lead generation companies out there that charge you between $15 and $150
• 14:49
  per lead.
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  I give them the lead.
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  If the lead goes through to closed, then I take a portion of the commission.
• 14:55
  So it's just a commission split.
• 14:57
  So since I started doing that back in January over a six month period, I received around
• 15:03
  five very close to 5,000 leads, right?
• 15:08
  And then of those 5,000 leads, we're experiencing about a 10% that are converting through to fully
• 15:15
  closed.
• 15:16
  That's the way that it's looking at the moment.
• 15:19
  So in terms of the 10% to pre-approval, which comes in roughly at around your $225 million,
• 15:29
  which is crazy.
• 15:30
  Right.
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  It's like I've de-sensitized to it because now I've been doing it for so long, but when
• 15:35
  I say it out loud and I'm on a podcast like this, it reminds me that it was all from Tick
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  Thug.
• 15:41
  Yeah.
• 15:42
  That was nervous laughter.
• 15:43
  I'm like, what?
• 15:44
  You want a 25,000?
• 15:45
  Are you sure?
• 15:46
  Yeah.
• 15:47
  So that 225 million is sitting in pre-approvals and then during that time, we've had 70 million
• 15:54
  of that actually draw down to closed.
• 15:57
  So that's where we're looking.
• 15:58
  And then the other thing to note on those leads is a further 30% of the total is actually
• 16:05
  sitting in our pipeline as highly likely to convert to a draw down into a close to deal
• 16:11
  in the future.
• 16:12
  So we've gone through their income versus their expenses versus their liabilities.
• 16:17
  They're in a great position, but they just need to save another 10 grand.
• 16:20
  Well, they just need to save another 7 grand.
• 16:22
  So we haven't got them on that pre-approval track yet.
• 16:24
  But that's an additional 675 million that's sitting there.
• 16:28
  Okay, people are just kind of like, I think anybody who's driving pulled off the freeway
• 16:32
  or something.
• 16:33
  And I was like, what is he saying?
• 16:36
  He slammed on the right sweat to the side.
• 16:40
  Holy shit.
• 16:41
  What?
• 16:42
  All right.
• 16:43
  So this is really cool.
• 16:44
  It's very interesting.
• 16:45
  How then do we'll get into your content in a moment, but how do most of the people that
• 16:51
  want to go to the next step?
• 16:53
  How do they engage?
• 16:54
  The DM you first, do they click this link to your form?
• 16:57
  What do they do?
• 16:58
  Yeah, yeah, yeah.
• 16:59
  No, exactly.
• 17:00
  So that link that's on my profile, my tip top page is specifically targeted at first
• 17:05
  home buyers.
• 17:06
  So when those first home buyers want to, you know, they've consumed my content, they,
• 17:11
  you know, they follow, they might be following, they might not be following.
• 17:16
  But if they want to actually go and get a home loan, they're going to click on my link.
• 17:21
  It's going to bring up a contact form, and then they fill in that contact form.
• 17:27
  And then it spit to me their, their information.
• 17:29
  It's, it's pretty, pretty much as simple as that, but there's a lot of strategies that
• 17:32
  I've put in place in order to get those customers from, from someone who doesn't follow
• 17:39
  me, to convert them into followers, from followers into leads, and then actually leads
• 17:43
  into customers.
• 17:44
  And what you'll notice there, Jeff, as you're looking through my form, is the simplicity
• 17:48
  of it.
• 17:49
  There's no drop down menu bar.
• 17:51
  You can't go to anywhere else other than that form.
• 17:55
  There's no option for you to sift through the, you know, the massive about me section
• 17:59
  or the flashing lights of the, of the web page.
• 18:01
  The simplicity is what bottlenecks them down to that subbit button.
• 18:05
  Yeah.
• 18:06
  And it's a little bit different styling wise than we typically see with a lot of the big
• 18:10
  box companies, which is like a jot form style.
• 18:13
  You know, it's a slider that moves from left to right as they fill in each section.
• 18:17
  Yeah.
• 18:18
  Yeah.
• 18:19
  Okay.
• 18:20
  I like it.
• 18:21
  And for those that are listening, you can't see it, which, hey, talk about call to action.
• 18:25
  Go to the YouTube channel.
• 18:26
  You can see some of the stuff that we're sharing.
• 18:28
  Awesome.
• 18:29
  From Rob.
• 18:31
  But you said something about the strategy to get people to kind of move along the process.
• 18:36
  And that is a good segue to talk about contents.
• 18:40
  And then how do you take it from just a point of entertaining useful info to apply?
• 18:46
  Absolutely.
• 18:47
  So look, the first step is to really be strategic with the type of content that you're creating.
• 18:54
  So I like to separate mine into three pillars.
• 18:56
  So I've got my educational content, which for me is providing the most value.
• 19:01
  And then I've got my entertaining and my inspiring content as well.
• 19:05
  The educational content is like, how can I give as much value as possible?
• 19:08
  Like Gary V says, left, left, left, left jab then coming with the right hook, which is
• 19:13
  the call to action where I ask for business.
• 19:16
  And you want to give that left jab that value as much as possible.
• 19:19
  That's the goal.
• 19:20
  And I do that in my education pieces.
• 19:22
  In my entertaining and inspiring pieces, I'm showing the part of my personality that
• 19:29
  they want to get to know.
• 19:31
  It might be a little bit of humor.
• 19:33
  It might be me showing them that I know how to listen to their story.
• 19:37
  And once you've rounded out that perception from your target audience's point of view,
• 19:42
  that's the thing that's going to drive them to your profile.
• 19:46
  Now within each video that you create, whether it's educational, entertaining or inspiring,
• 19:51
  you want to make sure that there's a clear call to action.
• 19:54
  And that call to action needs to be either a driver for engagement.
• 19:58
  So what type of call to action are you going to use that's going to try and get your
• 20:02
  content onto as many eyes as possible?
• 20:04
  And then what call to action are you going to use that actually drives people to your
• 20:08
  profile?
• 20:09
  That literally will be as explicit as head to the link in my profile to get your such
• 20:17
  and such problem solved.
• 20:19
  You want to make sure that your profile is going to provide them or the link in your profile
• 20:23
  is going to provide them with the solution to the problem that you clearly have presented
• 20:29
  them.
• 20:30
  Hmm.
• 20:31
  Are you providing more than one link in the profile?
• 20:35
  In my profile, that's that one link and it's literally that contact form, right?
• 20:39
  So what I want is, yeah, your solution is to fill out that form.
• 20:43
  That's right.
• 20:44
  That is the solution.
• 20:45
  So the solution might be every video that I create that is particularly the educational
• 20:49
  based videos is going to be separated up into three key components.
• 20:53
  You've got your hook, your hook which is designed to get them to stay on your video for
• 20:59
  more than three seconds because that's the average time in which someone then scrolls
• 21:03
  away from the video.
• 21:04
  Right.
• 21:05
  You know, that's that's why we sit there, Jeff and we we look at one video, we scroll,
• 21:09
  we scroll, we scroll and then an hour and a half later, we're still on bloody TikTok,
• 21:12
  you know, look, look, look through the videos, right?
• 21:15
  Right.
• 21:16
  So you want to keep them there for more than three seconds.
• 21:19
  Then you want to present a problem that is specific to your niche, your target audience.
• 21:22
  So for me, that problem for a first home buyer might be, okay, this is how much you
• 21:27
  earn.
• 21:28
  This is your income.
• 21:29
  Get out of my way.
• 21:30
  This is your living.
• 21:32
  There you go.
• 21:33
  If this is your, that voice sounds too familiar, Jeff, if you, if you are earning a particular
• 21:41
  income and then you have particular living expenses or you might have a car loan or a personal
• 21:46
  loan or whatever it may be, then this is your limited borrowing power.
• 21:50
  However, if we make some adjustments to that and we change your living expenses and you
• 21:55
  can prove that you've adjusted your living expenses over time, then the solution here
• 22:00
  is going to be an increased borrowing power.
• 22:03
  Now, if you want support in order to get to, to get yourself over the line when it comes
• 22:07
  to getting approved for a home loan, then you can head to the link in my profile and my
• 22:11
  mortgage brokers will support you completely free of charge.
• 22:15
  So that's kind of the cool to action.
• 22:16
  So yeah, so you're kind of disclosing that upfront that you've got an association with
• 22:22
  mortgage brokers who can, you know, support you in your next step, right?
• 22:26
  Absolutely.
• 22:27
  And everything that I do in my page, it's transparent to say that what I'm doing is
• 22:32
  I'm connecting you with quite literally the best mortgage brokers in Australia because
• 22:38
  I find the ones that are specific to your situation, whether you're a first-time homebuyer,
• 22:43
  you want someone who knows all of the government schemes and grants off the back of their head.
• 22:47
  So you're best supported when it comes to getting your first home.
• 22:50
  As opposed to someone who wants to buy their first investment property, you really need
• 22:54
  two different types of brokers who are specialized in different things.
• 22:57
  So my sell point is that I find you the best one, rather than you having to go into Google
• 23:02
  and trust a Google review.
• 23:05
  And when do you kind of disclose or reveal that is it in every video or only certain videos?
• 23:13
  Only some videos, that's right because some videos I, they might be a lot shorter.
• 23:17
  So some videos might not be a whole minute educational piece of content.
• 23:20
  They might only go for four seconds.
• 23:23
  And that four second video could be not even of my face, it might be of a landscape.
• 23:28
  And it might be of me going for a walk with my wife and I've come across a beautiful
• 23:32
  field.
• 23:33
  I get my phone out, take a quick video for four, five seconds, go beauty.
• 23:37
  I'm going to use that later when I get into the office to create some content.
• 23:40
  Then I'm going to overlay some text over the top of it.
• 23:43
  I'm going to make sure that that text takes at least 12 to 15 to 20 seconds to read.
• 23:49
  So that while they're reading that text, it's going to push the video to be played four
• 23:52
  times.
• 23:53
  TikTok's going to take that information.
• 23:54
  They're going to go, oh, this person really likes that video.
• 23:57
  They watched it four times.
• 23:59
  But my strategy there is that that's how long it takes them to read the information.
• 24:03
  And then it pushes that video out to lots of people.
• 24:06
  Yeah, there's lots of little strategies and tricks you can use to drive engagement,
• 24:09
  Jeff.
• 24:10
  Where did you learn that strategy, man?
• 24:12
  That sounds pretty advanced.
• 24:13
  That one error.
• 24:16
  Well, that there right there, mate, is trial and error.
• 24:19
  So that is over the last, so since I started, I think I just cracked 1700 posts that I've
• 24:27
  done throughout that time.
• 24:29
  And a lot of that, I'm just doing these tests.
• 24:32
  And I think the second point there, Jeff, is once you gain the courage to put yourself
• 24:39
  out there and just throw a piece of content up and just be okay with it either crashing
• 24:45
  and burning, which believe me, a majority of my posts have done.
• 24:50
  You know, you find out when you throw enough stuff at the wall, Jeff, you find out which
• 24:54
  one sticks.
• 24:55
  Yeah.
• 24:56
  But you've got to keep throwing to find that out.
• 24:58
  If you do one post a week, then you're only throwing 55, 52 times a year, right?
• 25:03
  But if you do three a day, boom, all of a sudden the likelihood of five of those sticking
• 25:09
  and getting a million views each is a lot higher.
• 25:12
  So that's what's happened with me.
• 25:14
  Yeah, that's one of the questions I was going to ask you is how do you know what your
• 25:17
  audience wants?
• 25:18
  I suppose part of that is the view count.
• 25:21
  Yeah, look, there's a couple of things.
• 25:24
  Number one is the view counts.
• 25:26
  Number two is the proportion of the likes comparatively to that view count.
• 25:31
  So I like to, a lot of the time actually do a little bit of a ratio.
• 25:34
  And I'm going, okay, is it 5%, is it 10%, is it 7%, off it I'll find that there are
• 25:41
  really valuable pieces of content that run for a minute, might get much less engagement
• 25:46
  because the TikTok algorithm might not push it out as far, but the ratio of likes is
• 25:52
  much higher, which is telling me that my audience, even though it's been seen by less
• 25:57
  eyes, the people who do see it, really appreciate the value.
• 26:01
  And you've got to remember that you're creating different pieces of content for different
• 26:07
  customers in your funnel, your sales funnel.
• 26:10
  You're creating some for people that have never seen you before, what is this guy about?
• 26:14
  You're creating some as just a little bit of a teaser to go, hey, did you know about
• 26:18
  this government grant where you can buy your first home with only a $20,000 deposit?
• 26:21
  They might be people who are halfway down your funnel, but just needed that little bit
• 26:25
  of information to have the confidence to contact you to start the process.
• 26:30
  And you might have those people who are just showing resistance, showing resistance,
• 26:33
  showing resistance.
• 26:34
  So you need to prove to them that you're the type of person that they want to work with
• 26:38
  showing that side of your personality.
• 26:40
  So varying up that is really important.
• 26:44
  What kind of analytics can you get with TikTok?
• 26:48
  Because full disclosure, I am really not that knowledgeable on TikTok.
• 26:54
  So I am like on YouTube, whatever, but tell me about the analytics you get.
• 26:59
  Yeah, sure.
• 27:00
  So the analytics are based on the number of viewers, the number of likes, the number of saved
• 27:07
  to favorites.
• 27:08
  So there's a saved to favorites button.
• 27:10
  And then what people can do similar to Instagram is they can create collections within their own
• 27:15
  profile.
• 27:16
  And then they're saved videos they can categorize so they can easily come back to later.
• 27:20
  So that's an example of someone saving favorite.
• 27:23
  They can also then forward that video or share that video on and they could share it within
• 27:27
  the TikTok app or they could share it like Vera message or messenger or whatever platform
• 27:32
  that they want.
• 27:33
  They can share that video.
• 27:34
  So you also are given that stat.
• 27:36
  You're given then the percentage of people who watched the video, the percentage of them
• 27:45
  that then watched the full video.
• 27:47
  So you're given that amount, which is really interesting.
• 27:50
  For me, I like to be pushing around 20%.
• 27:55
  Somewhere between 15 and 20% of the people that see the video, I like to get to the end
• 28:00
  of the video, so the full video.
• 28:02
  And that information there is valuable because then you go, well, wait a second.
• 28:06
  How many of these people are actually getting to see my call to action?
• 28:09
  And now recently over the last couple of months, TikTok have released a graph, a retention
• 28:14
  rate graph, which is probably more similar to YouTube where you go, okay, after the first
• 28:20
  seven seconds, I've seen 20% of my audience on average drop off after the next eight seconds
• 28:27
  of the video.
• 28:28
  Another 10% have dropped off and you actually get to see it as a graph.
• 28:32
  Now you can use that information, and if you do enough pieces of content, you can go,
• 28:35
  okay, we're holding a second.
• 28:37
  Those little four second pieces of content that I create, I've got like a 90% full watch
• 28:42
  rate because they're so short, right?
• 28:44
  So it doesn't matter where I embed my call to action.
• 28:47
  But if I'm going to do a one minute piece of content, and it's a particular style that
• 28:51
  I want to use, and I look back at the analytics and see every single time I do that video,
• 28:56
  like 78% of my audience is gone halfway into the video.
• 29:00
  But what's the point of putting a call to action in at the end when you could put a call
• 29:03
  to action in halfway through and based strategic with that, or put a call to action in
• 29:07
  a quarter of the way through, and at least get that embedded and seen by a majority of
• 29:12
  the people that watch that video.
• 29:15
  Yeah, that's back to the strategy side of things.
• 29:18
  Yeah.
• 29:19
  Did it take you a while, maybe not because of your background?
• 29:22
  I'm just one, you know, as you know, one of the biggest obstacles people tend to have
• 29:25
  is like, you know, I'm not comfortable on video.
• 29:28
  I don't know what to say, what to post.
• 29:30
  That kind of did you see any of those hurdles?
• 29:33
  Yeah.
• 29:34
  Look, I did.
• 29:36
  And my very first piece of content that I released, it's back in June of 2021, crashed
• 29:41
  and burned.
• 29:42
  And if you were, if you had the time to endlessly scroll, endlessly scroll, and you'd
• 29:47
  have to scroll through a lot of videos, but I still have it up there.
• 29:50
  Since then, and since I've gained a following, more people have gone back and watched it,
• 29:54
  which makes me feel good, but at the time, you know, it got 200 views, not even, right?
• 29:59
  Like, it sat there for however, and when I was comparing it to some stats on Facebook
• 30:03
  and Instagram, I thought that was pretty good, you know, I was like, oh, 200 people, this
• 30:06
  is great.
• 30:07
  But then I was like, well, hold on, you know, that piece of content took me a while because
• 30:11
  I was trying to figure out the app and how it worked, and I was doing this all by myself
• 30:15
  writing solo.
• 30:16
  Right.
• 30:17
  And so I thought, I saw, is this worth my time, and I took a break for a couple of days,
• 30:22
  and I thought, maybe this isn't, maybe TikTok's not for me, you know, and then I posted
• 30:26
  my next, I posted my next one, and my next one I thought, oh, Rob, what are you doing?
• 30:30
  You're just going to be a teacher here and you're good to go in, and you've just got
• 30:33
  to do the same as what you would do in a classroom.
• 30:35
  So I set up the camera, I stood in front of the whiteboard at my tutoring center, and
• 30:39
  I literally with a whiteboard marker, as if I was teaching a class, and I taught, I taught
• 30:43
  to TikTok about how in Australia, a credit card limit can drastically impact your borrowing
• 30:49
  power.
• 30:51
  So I just described that to the audience, you know, it was so bad, the video was so bad
• 30:56
  that like at the end of the video, because I didn't know what I was doing, it cut off
• 31:00
  a lot halfway through mid-sentence, it didn't even end nicely, right?
• 31:04
  It just finished.
• 31:05
  And I was like, I was like, I'm not going to re-record this anyway, post, all of it.
• 31:09
  I think, I think it took like a day or two days, but it ended up on like 60,000 views.
• 31:14
  What?
• 31:15
  Yeah, and I was like, and I had at the time, I think three followers, one was my mum,
• 31:20
  and the other was my dog, and I thought, if I can get 60,000 views, with the knowledge
• 31:28
  that I had trying to promote my podcast years ago and Instagram Facebook, you know, sometimes
• 31:33
  I post something on Instagram or even Facebook, and even with my tutoring business, I'd
• 31:37
  do paid advertising on Facebook, and even then I'd still only get like, you know, I'd
• 31:42
  spend a hundred bucks and maybe get like 2000 views on a post, and I'd go, if I'm spending
• 31:48
  money there on paid advertising, and I'm getting such a limited traction, and I can organically
• 31:54
  post something for free and get all of this engagement, and I'm clicking on the people's
• 31:59
  profiles who are commenting, and they're clearly just by looking at the people in their 30s,
• 32:04
  you know, people in their late 20s.
• 32:05
  And like, these aren't 17-year-olds, these are people who want to buy homes, and they
• 32:09
  need someone on this platform to educate them about it.
• 32:12
  So that gave me the confidence early on, and over that time, I have slowly refined the
• 32:18
  way that I create my pieces of content, but the best social proof, I've recently created
• 32:25
  a TikTok masterclass where I teach people how to do this, and one of my students who
• 32:31
  is about a quarter of the way through the course, one of my students created his first
• 32:38
  piece of content two days ago.
• 32:41
  And he messaged me on TikTok to say, oh my god, I've just created my very first piece
• 32:46
  of content.
• 32:47
  Now, he used to create content back in February.
• 32:50
  He created two or three videos, and he just didn't know what he was doing at 100, 200
• 32:56
  views.
• 32:57
  He's taken the first two chapters of my course, created a piece of content with absolutely
• 33:02
  zero followers.
• 33:03
  That piece of content now is at 130,000 views.
• 33:08
  What's the topic of it again?
• 33:11
  So what's his profile, do you mean?
• 33:14
  I think it's called walker.team.mourgages, I think that's what he's doing, mortgages also.
• 33:21
  Yeah, he's a mortgage broker, yeah, he's a mortgage broker.
• 33:25
  He's a mortgage broker up in Ontario, in Canada, and so the reason why I wanted to highlight
• 33:34
  that is because I think people, when they see my TikTok page, they get intimidated.
• 33:38
  They get intimidated by the confidence in which I have to present the information.
• 33:42
  And they go, how am I going to be able to do that?
• 33:45
  How am I going to be able to stand in front of the camera and do what he does?
• 33:49
  But you're looking at someone who, like I said, has created over 1,600 pieces of content.
• 33:54
  I've learned a lot during that time.
• 33:56
  This guy, first piece of content, applied some really simple principles and produced,
• 34:02
  to be honest, I was a little bit jealous because he got better engagement than I did over
• 34:06
  the last two days.
• 34:07
  He produced results, which were fantastic.
• 34:10
  And clearly, if you were to go on a watches video, he has a lot of work to do in terms
• 34:14
  of how he's presenting, but the idea is there.
• 34:17
  He provided value to his audience, and he did it in a digestible way that was specifically
• 34:24
  targeted on his market in Ontario.
• 34:27
  So they were like, obviously they ate it up, they loved it.
• 34:31
  Speaking of that, targeting in your market, I've read some stuff about the search coming
• 34:36
  to TikTok, meaning localized search, and of course YouTube, TikTok, all that kind of
• 34:41
  stuff competing.
• 34:42
  Now obviously, I can search generic terms, but do we have any, any comments around
• 34:47
  that kind of near me type stuff coming around?
• 34:51
  Yeah, I haven't actually applied any knowledge that I have about any search engine functions
• 34:58
  or SEO optimization on TikTok.
• 35:01
  I think that's going to be a massive future game player.
• 35:04
  For me, what I do to make sure that I'm relevant if somebody searches is I'm using hashtags,
• 35:11
  which are first of all specific to industry, and I vary my hashtags up slightly based
• 35:15
  on my information.
• 35:16
  So if I'm putting out a piece of content, which is about Australian government schemes,
• 35:22
  then you're going to find in hashtags there, some of the capital cities within my hashtags
• 35:27
  in addition to mortgages and blah, blah, blah, blah, blah.
• 35:30
  But if I'm pushing out a piece of content, which is purely designed worldwide to gain an
• 35:35
  audience and build a following size, and I don't care if they're specific to my context
• 35:39
  in Australia, then that might be hashtags, which are just more around finance, saving,
• 35:44
  budget, budgeting hacks, those types of things, which are universal, they don't need to
• 35:48
  be specific to Australia.
• 35:50
  So I think that location based hashtags and then niche based hashtags are really important
• 35:55
  to push yourself out on the for you page algorithm, but it's also going to be important
• 36:01
  for when people start searching.
• 36:03
  And more and more people are searching every day, so you're just going to make sure you
• 36:07
  have the right words in your caption and in your hashtags.
• 36:11
  And a year ago, they used to have a very limited number of characters on your caption,
• 36:15
  but now they've turned it into more, a little bit like Instagram where there's a lot
• 36:18
  of space now that you can write.
• 36:20
  Are people searching TikTok using hashtags?
• 36:24
  Even if you've just put in the word, so let's just say you don't pretend in my comment
• 36:29
  I put in hashtag mortgage.
• 36:31
  If somebody types in mortgage without the hashtag into the search, but it's still going
• 36:35
  to populate my video.
• 36:36
  And difference.
• 36:37
  Okay.
• 36:38
  Yeah.
• 36:39
  So that's an Instagram thing, right, using hashtags to search.
• 36:44
  But you made a you glossed over a point a moment ago about the, I'm bouncing around
• 36:49
  TikTok here.
• 36:50
  I found this.
• 36:51
  You know what's so amazing, man, is like, you know, we have all these assumptions about
• 36:54
  different things in life in general, but that's in social media.
• 36:58
  And like the assumption that TikTok, you know, not really for me, not there, my audience
• 37:03
  isn't there.
• 37:04
  But then like you start in because of your reaching out to me, you're one of the reasons
• 37:08
  why I started digging deeper into this, but even just sitting here in this conversation,
• 37:11
  I started searching for mortgage related stuff.
• 37:15
  And then like kind of blown away by how many mortgage people are on TikTok with some pretty
• 37:20
  incredible followers and view counts like you were here.
• 37:24
  But there's other girl Samantha power in Canada, Ontario, 16,000 followers, 72,000 likes.
• 37:31
  I mean, and she's clearly what she looks to be, you know, probably in her mid 30s or
• 37:36
  so.
• 37:37
  Yeah.
• 37:39
  Wow.
• 37:40
  On the world.
• 37:41
  It is, it is.
• 37:42
  Even down in Australia, we're getting more and more, you know, we've probably got, I
• 37:45
  don't know, in the last six months.
• 37:46
  And I think that when you see someone like myself as well gaining a lot of popularity
• 37:51
  on the platform, it gives you confidence to go, I don't need to have 320,000 followers
• 37:55
  like Robo, the Aussie mortgage guy, I'm happy to have 10,000.
• 37:59
  In fact, I'm happy to have 2,000 followers.
• 38:02
  I'm telling you right now that you, because the thing is your following size, and like
• 38:07
  I said before, this is the beautiful thing about TikTok, is that I'll produce a piece
• 38:12
  of content, even with 320,000 followers, and I can still get 100 views.
• 38:16
  But then the next piece of content, I can get 2 million views, it really depends.
• 38:20
  But that's the same for someone with 100 followers.
• 38:24
  And that was proven by my student two days ago, getting 130,000 followers.
• 38:28
  When on that day, my best post, I think, was like, I don't know, 10,000, 10,000 views
• 38:36
  on that post, and my post on that day was the best one was about 10,000 views.
• 38:40
  So, you know, and he had zero followers, not even just the smallest following sites, he
• 38:44
  had zero.
• 38:45
  So that was just, that blew my mind, because I thought it's amazing when you write a
• 38:50
  course and you try and teach people, and you would know this, Jeff, when you try and
• 38:53
  teach people stuff, and you go, ah, I really hope that the way I've presented this works
• 38:59
  for the men, it's digestible, but to see that on his first post just blew my mind.
• 39:03
  Wow, that's really, really amazing.
• 39:06
  Um, okay, so this has been a pretty interesting lesson so far, and I'm looking at your hashtags
• 39:11
  and stuff.
• 39:12
  Look at your content.
• 39:13
  Um, I'm trying to think, what do you say are the biggest, I know you've talked to
• 39:16
  a number of people about TikTok and getting started.
• 39:19
  What are some of the hurdles or roadblocks besides the mindset thing that, like what I was
• 39:24
  thinking about with this is looking at your content, are you creating mostly on your
• 39:27
  mobile phone?
• 39:29
  Yeah, yeah, exactly right, mate.
• 39:31
  So I, and, and that's the other, the other hurdle, right, they go, no, no, no, I can't,
• 39:36
  I can't start creating content until I have my ring light.
• 39:39
  Right.
• 39:40
  No.
• 39:41
  What, go, go and stand next to a bloody window.
• 39:43
  That's, that's the thing.
• 39:44
  That's the thing.
• 39:45
  That's the side, man.
• 39:46
  There's a sunshine.
• 39:47
  Exactly.
• 39:48
  Exactly.
• 39:49
  I can't do it without my ring light.
• 39:50
  I can't do it without a brand new road wireless microphone, mate, iPhone's got a,
• 39:55
  iPhone's got a microphone in it, buddy.
• 39:57
  So what, what you need to do, and this is, and I still right now create literally 99%
• 40:03
  of my pieces of content with just my phone in my head.
• 40:07
  And, and in the course that I was talking about, my TikTok masterclass, I show you a behind
• 40:11
  the scenes, look, there's 64 learning experiences.
• 40:15
  And some are based on theory, so explaining why I do what I do, but a majority of them
• 40:20
  are practical.
• 40:21
  So what I will do is I've, I've set another camera up to the side, and I've got me sitting
• 40:26
  there with my phone just sitting in my chair in front of a window showing you exactly how
• 40:30
  I feel my piece of content, and it's just me holding my phone in front of my face, nothing
• 40:34
  dancing, speaking to the camera, right?
• 40:38
  And then I also go on to show you screen recordings of my phone and actually walk you through
• 40:43
  what buttons I press, how long I press them for, how I make the editing super simple
• 40:49
  and super efficient, because I know if you guys, you know, in America or anything like
• 40:53
  our mortgage brokers down here in Australia, the one thing we don't have is time.
• 40:58
  So we really want to make sure that it's as efficient as possible.
• 41:02
  But that there tends to be when I speak to new brokers, the biggest barrier to entry
• 41:06
  is the understanding that, you know, you don't need anything other than your phone, you
• 41:10
  just, you just create it all like that.
• 41:12
  And so I think that empowering people to see how I do it so simply, a majority of the
• 41:17
  time I'm just sitting in my car, you know, I've got two, I've got two young kids, if
• 41:21
  I try and do it at my house, there'll be screams in the background every seven seconds
• 41:25
  when somebody's, you know, fighting someone else for the new Lego blocks.
• 41:30
  So right, so I just go and sit in my car, nice and quiet, the car produces actually pretty
• 41:35
  good audio like for an iPhone speaker and beautiful light coming in from all different
• 41:40
  angles, the perfect place to do it.
• 41:43
  Where do you get your ideas then and do you batch film or tell me about that?
• 41:48
  Great.
• 41:49
  When you start out, it's important to try and figure out, I guess, first of all, what
• 41:54
  is your, who is your ideal customer?
• 41:56
  And I know that different mortgage brokers, I guess they specialize in different things.
• 42:03
  Some mortgage brokers do everything, but I think the most successful ones, they really
• 42:07
  go all in on a specific niche.
• 42:09
  So if you're trying to focus in on first time home bias, for example, if you're an
• 42:13
  experienced broker, you know the types of questions that they ask.
• 42:17
  You know the types of pressure points throughout the journey that they really need support on.
• 42:22
  So you can turn those pressure points and that journey, that customer journey into little
• 42:26
  pieces of content.
• 42:27
  So that's what I would advise you doing in the beginning.
• 42:30
  The other thing that I would, I would say, is actually create a second TikTok page
• 42:34
  and pretend that you're a first time home buyer.
• 42:37
  Sometimes, you know, when we're in our 30s or 40s and if we've got one, two or three
• 42:40
  homes, you know, we've been through the house, you know, three or the house process, three
• 42:44
  or four times, buying a home, you forget what it's like for a first time home buyer.
• 42:49
  So create a second account and actually spend 30 minutes and nights scrolling through
• 42:53
  some of the information and trying to like the type of content that you think is first
• 42:58
  time home buyer would like.
• 42:59
  What type of stuff would your customers engage with?
• 43:02
  Would they look at stuff about new home decor, for example, interior design, the aesthetic
• 43:07
  of a new home?
• 43:08
  Sometimes you start clicking on that stuff, TikTok is going to do the work for you and they
• 43:12
  are going to start pushing you out content on your, at your ideal customer avatar TikTok
• 43:17
  page.
• 43:18
  They're going to start pushing you content, which is going to inspire the content that
• 43:22
  you can create because you want to create stuff that's specifically targeted to them.
• 43:27
  As you build up your following and you do more and more pieces of content, the comments
• 43:31
  that people make, the questions that they asked, that's going to inform your content,
• 43:36
  right?
• 43:38
  So it's like a snowball effect.
• 43:39
  Once you get rolling, you just have endless ideas.
• 43:42
  And then the whole other side of providing valuable content is then you want to try and
• 43:47
  provide trending content.
• 43:49
  And that's one of the big parts that I've, one of the big strategies that I've used
• 43:52
  to build my following sizes, how can I take something that's trending on TikTok?
• 43:57
  And an example of that might be somebody might have clipped an audio from a popular movie,
• 44:03
  right?
• 44:05
  Somebody might mine over the top of that trending audio.
• 44:08
  And then they'll put some text over the top and they'll relate it to their niche.
• 44:12
  Whenever I see one of those videos, I save it to my favorite.
• 44:15
  So I put it in a collection that says potential trending.
• 44:18
  And then I go, how can I convert that?
• 44:21
  How can I convert that into something that's specific to mortgages or some or home buying
• 44:26
  or real estate?
• 44:27
  And it might be me trying to make a joke out of it or make it funny, but it's just
• 44:31
  trying to relate it to my niche.
• 44:34
  And those are the little strategies which can really kind of propel your following and
• 44:39
  push your engagement out to a wider audience is when you take advantage of trends on TikTok.
• 44:45
  And so can you repurpose that trend like you do on Instagram with audio?
• 44:49
  Yeah, absolutely.
• 44:51
  You can repurpose the trend and I'm glad that you said the word repurposed because at
• 44:56
  the moment I'm trying to push out around four pieces of content a day, right?
• 45:00
  Now to start with, that would have been impossible, that would have been crazy.
• 45:03
  I was just trying to do one piece of content a day and my goal was to do it for 60 days.
• 45:08
  And that little challenge that I set myself in the beginning was what brought me up to
• 45:13
  about 12, I think it was 12 or 13,000 followers over those 60 days was where I got to.
• 45:19
  But now I'm now I'm more efficient and I have a little bit more time to really focus
• 45:23
  on the content.
• 45:24
  I'm trying to push out four or five pieces a day, but that doesn't mean four or five
• 45:28
  brand new pieces of content a day.
• 45:30
  I try and film three and then repurpose one or two.
• 45:35
  And when I say repurpose, I find one of my old pieces of content.
• 45:38
  I read download it using a particular software to remove the watermark, the TikTok watermark.
• 45:43
  So if a new person coming in, I go, oh, this looks fresh, it doesn't look like he's just
• 45:48
  reposted up with the TikTok watermark.
• 45:50
  And then I've just maybe slightly tweaked it.
• 45:53
  So the previous one might not have had my voice in it and it might have had a trending
• 45:57
  sound or whatever it may be.
• 46:00
  It might completely decrease the volume of the old sound, add a new sound in, increase
• 46:06
  the volume on the new sound, restick it over the top of my previous call to action.
• 46:12
  So you can no longer see it, provide a new call to action based on what I want my customers
• 46:17
  to do within that moment.
• 46:18
  So that piece of content, read download, restick a new audio.
• 46:21
  It's taken me a minute 30 piece of content and some of my reposts have gotten five times
• 46:27
  the engagement of the original post, right?
• 46:30
  And I think this is their this idea that I'm pushing out old content and you know, it's
• 46:34
  people are going to get sick of it and they're not going to engage in it and it's going
• 46:37
  to get going to get no views, but it can be the complete opposite.
• 46:41
  Hmm.
• 46:42
  What was there anything surprising to you about your journey on TikTok that you didn't expect
• 46:47
  either on either side of the coin positive or negative?
• 46:51
  Ah, okay.
• 46:52
  Two things.
• 46:53
  Let's go.
• 46:54
  Shall we start negative and end on positive?
• 46:57
  Let's start with that was that was that negative.
• 46:59
  So the first thing and this is one of the chapters, one of the modules in my course
• 47:03
  and I was really passionate about this coming from the education system working with high
• 47:08
  school students is the mental health, I think, that you really need to focus on going
• 47:14
  into any type of social media platform, but TikTok in particular is as you build your
• 47:20
  following size, you need to understand that you're going to receive negative comments,
• 47:27
  right?
• 47:28
  And when you look at the proportion of those negative comments compared to the positive
• 47:31
  ones and the likes and the shares and the follows, it's so minuscule, it's so small,
• 47:38
  but of course we're humans and what do we do?
• 47:40
  We focus in on the negativity, right?
• 47:42
  And we go, oh my God, Joe from Arkansas, you know, he hated my piece of content.
• 47:50
  And he says that I'm a loser, right?
• 47:53
  And Robo down in Perth, Australia for some reason would focus on Joe from Arkansas, who
• 47:58
  cares about Joe from Arkansas, right?
• 48:01
  No offense, all the Joe's in Arkansas, by the way, but that's the one thing is I really
• 48:07
  just wanted people to, I think once you gain perspective about the proportion and about
• 48:12
  how little that happens, it helps you deal with it a little bit more, but I would be
• 48:16
  lying if I said that it doesn't impact your, pick impact your confidence and make you
• 48:21
  insecure.
• 48:22
  So that's probably the most negative thing, but if you're prepared for it and you can
• 48:26
  deal with it, it's absolutely fine.
• 48:28
  But in terms of the most positive thing, I was blown away at how quickly I became classified
• 48:35
  as an expert in my industry.
• 48:38
  It blew my mind because remember, I became licensed a month before I started creating
• 48:43
  content, right?
• 48:45
  Now, because I was creating content, I was on a really crazy learning journey of absorbing
• 48:51
  every single thing to do with the industry.
• 48:53
  And I was lucky that before I was a teacher, I actually worked for one of the big banks
• 48:57
  here in Australia in home loan lending.
• 49:00
  So I had a background, right?
• 49:02
  So it wasn't like I was completely fresh to the processes of mortgages, because I had
• 49:07
  the background, so it wasn't very challenging for me to learn everything.
• 49:10
  But still, I was new to industry.
• 49:13
  And you know, after that six-day challenge and 12,000 followers, there were so many people
• 49:19
  that were like, Robo, the Aussie mortgage guy, he knows what he's talking about.
• 49:22
  And yeah, I did, but definitely know we're near as much as a majority of other brokers
• 49:27
  in Australia.
• 49:28
  I'll tell you that much.
• 49:29
  And that was one of the other things that made me convert my business model into more
• 49:33
  of a referral agency.
• 49:34
  I was like, you know what, I'm good at mortgage broking.
• 49:37
  I'm good.
• 49:38
  I'm good at being a loan advisor.
• 49:40
  I'm fantastic at creating content on TikTok.
• 49:44
  So I'm going to double down on what I'm grading.
• 49:46
  And I know that a lot of mortgage brokers find it a challenge to generate their own leads.
• 49:51
  So that's what kind of created the business.
• 49:53
  I found the best brokers in the industry to marry up with me being the best-creative in
• 49:58
  Australia, in TikTok for mortgages.
• 50:01
  And that's kind of how that came to be.
• 50:03
  Well, yeah, very smart of you to be aware of that, right?
• 50:06
  To be in your superpower area, reminds me of a guy I know on YouTube who did a very,
• 50:11
  very same thing.
• 50:12
  He reviewed him as well on the podcast, but he started generating all these leads and
• 50:15
  then he flipped his business model to be lead gen instead of mortgage broker.
• 50:20
  Amazing.
• 50:21
  And what's great about that, though, by the way, is that really speaks to the power of
• 50:24
  brand and perception, right?
• 50:26
  And our perception is reality because what they assume is by looking at, they don't even
• 50:30
  ask, oh, Holly, you've been in the business, how many loans have you done?
• 50:33
  The assumption is, dude, that's what he's talking about.
• 50:36
  Yeah.
• 50:37
  And it's because it's confidence is key, right?
• 50:40
  You have that confidence and you're prepared to put in the time to educate.
• 50:45
  And that's the other thing is, even if people don't admit it in the moment, they appreciate
• 50:51
  free value.
• 50:52
  They can log on to TikTok completely for free, they don't have to pay a subscription.
• 50:57
  And they can consume, if they really wanted to and they sat down on my page, they could
• 51:02
  sit there for 24 hours and consume so much value completely for free.
• 51:09
  That could change their life.
• 51:12
  I've had, I've had, and this is the other point I've had, you know, people reach out like
• 51:16
  any mortgage broker and say, thank you so much, you know, and it might be for a loan
• 51:20
  advisor.
• 51:21
  Thank you so much for supporting me through the journey.
• 51:23
  I have people reach out to me and just say, thank you so much, but educating me on TikTok.
• 51:28
  I didn't think I was going to buy my first home for five years.
• 51:31
  I've done it in 12 months.
• 51:33
  Would not have been able to do it unless you inspired me and planted the seed to go out
• 51:38
  and get that information from elsewhere as well, not just from TikTok.
• 51:42
  But that's the thing is you become a change agent for these people, right?
• 51:47
  And they appreciate that value.
• 51:49
  And even if they don't turn into your customer, just the fact that they might say to their
• 51:53
  friend Sally or their other friend Bob, hey, follow this guy on TikTok, it might be Sally
• 51:58
  or Bob that turns into your customer.
• 52:00
  So it's just about creating that brand awareness.
• 52:03
  Well, I think, first of all, this has been great.
• 52:06
  Thank you for this wonderful education.
• 52:08
  We've just like barely even scratched the surface of how deep we could go with TikTok.
• 52:11
  I've learned a lot and I'm going to continue obviously to follow you and learn from you.
• 52:14
  So why don't we do this?
• 52:16
  Two things.
• 52:17
  Give everybody your profile name on TikTok, it's, I'm sorry, I got to make sure I'm on
• 52:22
  the right page.
• 52:23
  Hold on.
• 52:24
  I got too many.
• 52:25
  What is your Instagram?
• 52:26
  Your TikTok profile.
• 52:27
  My TikTok profile is trusted.finance.
• 52:30
  Okay.
• 52:31
  Great.
• 52:32
  And obviously, also your profile and some other social platforms, but we're focused on TikTok
• 52:35
  for right now.
• 52:36
  All right.
• 52:37
  The good news is though, like if you're intrigued by this and you're kind of curious,
• 52:39
  hey, I'm open to learning more on how do you do something similar on TikTok, grow a
• 52:44
  profile, grow growth leads, 5,000 leads, I love the fact that you have an educational
• 52:49
  background and you put a course together because anybody I've known who does have an educational
• 52:54
  background when they do put a course together, it's usually spot on solid because they understand
• 52:58
  how people learn, right?
• 52:59
  Yeah.
• 53:00
  And not a lot of day that out.
• 53:01
  So if you could, and we'll put a link in the show notes for those who want to learn more,
• 53:05
  but tell us briefly about your course, what somebody can expect when they click the
• 53:08
  link to go check out more.
• 53:10
  Absolutely.
• 53:11
  So the course is called convert your followers into customers, the TikTok masterclass.
• 53:16
  And basically what it is, is it's 64 modules, 64 learning experiences, separated over
• 53:24
  six chapters.
• 53:25
  Now these six chapters are delivered to students over 25 days.
• 53:30
  And that is a very deliberate, like I'm glad you mentioned my education background.
• 53:35
  There's a very deliberate strategy in that.
• 53:37
  And it's that after every chapter where I teach you, first of all, how to start your
• 53:41
  account, how to create your ideal customer avatar account, how to think about your persona
• 53:47
  on TikTok, you guys have obviously heard Jeff call me Rob, which is what a majority of
• 53:52
  people in my life call me, but on TikTok, I'm Robo, the Aussie mortgage guy.
• 53:56
  So how to dial up parts of your personality in order to suit your target audience, it starts
• 54:01
  at the very basics.
• 54:03
  But then it actually goes into the nitty gritty of how I create my content, why I create
• 54:08
  my content.
• 54:09
  And then more importantly, I've screen recorded all of the analytics behind the videos
• 54:13
  I create to show you theory, practical, and then what's the result?
• 54:19
  After we get the result on those engagement stats, I then show you how I convert into
• 54:24
  leads down through my contact form and my sales funnel.
• 54:28
  And then once we have those those leads, how my mortgage broker network actually convert
• 54:32
  those leads into customers, because I want for this masterclass to be a full journey
• 54:39
  from brand awareness to follow up to lead to customer acquisition.
• 54:43
  That's the goal.
• 54:44
  Now in between each of the chapters, there's five days and during those five days, that's
• 54:48
  where I give you tasks to complete.
• 54:51
  And it might be actually creating your ideal avatar profile and using it and actually recording
• 54:59
  some of your learning from that.
• 55:00
  In the next five days, it might be creating a piece of educational content, one piece
• 55:05
  every day and adding me on TikTok so I can make sure that you're actually doing it.
• 55:11
  So that's so that's there unless you apply it, a part of my role as because I'm still
• 55:17
  attached to a high school here in Perth, a part of my role there in addition to teaching
• 55:22
  mathematics is I'm responsible for teaching the teachers how to teach.
• 55:27
  So that's so that's my job role there as well in addition to all of this.
• 55:31
  So I haven't I haven't acute awareness of how to teach people new concepts, adults as
• 55:37
  well as high school students, how to teach them new concepts, but then how to inspire
• 55:42
  them to apply them and generate change within whatever industry they're in.
• 55:46
  Love it.
• 55:47
  Love it.
• 55:48
  I'm definitely looking forward to checking it out myself.
• 55:49
  Once again, people, if you want to check out more, the link is in the show notes.
• 55:53
  Please go check that out.
• 55:54
  And I know we're going to have to have you back, Rob, because this is again, just kind
• 55:58
  of scratching the surface and there's so much to go here.
• 56:00
  But I appreciate you getting up at six in the morning to do this podcast with you.
• 56:05
  That's it, man.
• 56:06
  I'm going to have to go back to bed now, I think.
• 56:08
  I know you at all, probably not.
• 56:11
  So again, really, really appreciate you and thank you for the kind words reaching out
• 56:15
  to me over over Instagram for the DM.
• 56:17
  I love how we're in this world now where we can connect anywhere, right?
• 56:21
  And just be like, Hey, man, you're doing cool stuff.
• 56:23
  You're doing cool stuff.
• 56:24
  And let's bring that right to to reach more people.
• 56:26
  So that's off to you for making.
• 56:28
  Yeah.
• 56:29
  I'll just ask you.
• 56:30
  Thanks.
• 56:31
  Thank you.
• 56:32
  You bet you know what to do listeners.
• 56:33
  If you'd like this episode, first of all, check out the links in the show notes.
• 56:35
  And then number two, hey, if you feel compelled, leave a review and appreciate you guys
• 56:39
  tuning in.
• 56:40
  We'll see you on the next one.
• 56:41
  Bye for now.
• 56:54
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