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Transcript

Stop Trying to Beat the Algorithm. · Mortgage Marketing Radio

• 0:00
  Hey, it's Jeff Zimper and I am back.
• 0:03
  The voice is a little bit better, perhaps a little bit stronger.
• 0:06
  It may not sound like that to you coming through your spakers or air buds, whatever we're doing.
• 0:11
  Still, obviously not there and the truth of the matter is it's probably not going to be
• 0:15
  back where it used to be for, could be several months.
• 0:18
  Anyway, enough about that, I am doing better feeling stronger on my post-cancer recovery journey.
• 0:25
  Here I am eight weeks post-gradiation, still working hard at eating solid food and weeding
• 0:31
  myself off of the food to feeding to.
• 0:34
  The goal is to have that out by June 15th because family and I have a cobble trip scheduled
• 0:40
  for June 29th and that's going to be a celebration of graduation and all that stuff.
• 0:45
  So I have a reason to do that.
• 0:47
  Now, what I wanted to share with you today is I'm just going to breath a little bit and
• 0:50
  I do have an announcement at the end of this, an invitation for you to participate.
• 0:53
  Would you want to work with me more closely?
• 0:56
  So stay tuned briefly for that, this will be really quick, riff.
• 1:00
  I posted this on LinkedIn today and we'll be posting it over to Instagram as well.
• 1:05
  But it was this concept of, so here's the headline, stop trying to beat the algorithm.
• 1:09
  It was built to sell ads, let's just face it.
• 1:13
  The number one reason people, these companies want you to stay on the platform is so that
• 1:17
  they can show you more ads.
• 1:19
  Yes, there's engagement, right?
• 1:21
  There's conversations and they're great platforms for a variety of different things.
• 1:26
  But what's interesting is how are you feeling?
• 1:28
  Are you feeling burnt out from trying to be a content creator?
• 1:31
  So you think about it, every activity in your business has a cost, right?
• 1:35
  And I'm not just talking about money, what I'm talking about is the constant demand, the
• 1:41
  pressure to feel like you have to be a creator to succeed in this business.
• 1:47
  And I'm here to say you don't, am I saying that having an online presence isn't relevant
• 1:53
  and important?
• 1:54
  No, not at all.
• 1:55
  What I'm saying is, let's just face the reality.
• 1:58
  Social influence is increasingly becoming buried under a mountain of AI slop, paid promotions
• 2:03
  and recycled advice from people who've never originated loans.
• 2:08
  So I want to present to you a concept and an idea that the top producing allos I work
• 2:13
  with and many of whom I don't have never ever got.
• 2:16
  And that is that real relationships aren't built in a feat.
• 2:20
  IRL in real life is making a massive comeback.
• 2:23
  Are you seeing it?
• 2:24
  Are you feeling it?
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  Heck, even Gary Vee talked about it.
• 2:27
  So the loan officers I work with aren't stressing out about what to post today.
• 2:31
  How are they getting margin in their business?
• 2:34
  How are they accelerating their referrals, their business, their pipeline?
• 2:38
  This may sound self-serving, but it's the truth.
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  Just like someone who would say post more, right, who has a social media platform for posting
• 2:49
  would be biased as well.
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  And I try to remain unbiased because the truth of matter is if I felt that all that mattered
• 2:56
  in your business was to consistently post on social media, post more, post more off
• 3:00
  and post, post, post.
• 3:01
  Like if I thought that was the answer, I would be saying that if I saw true real evidence
• 3:05
  of that.
• 3:06
  Does that mean people aren't getting loans and deals business from social media?
• 3:11
  No, but the question is at what cost?
• 3:14
  How long?
• 3:15
  How often?
• 3:16
  What, how much?
• 3:17
  What percentage?
• 3:18
  And I've interviewed some of them, obviously, on this podcast, but I think what I'm feeling
• 3:21
  at least in sharing this is that there seems to be so much external pressure from the
• 3:26
  gurus, from the talking heads, from the echo chamber that everyone's in and just saying
• 3:32
  the same thing, which is post more, right?
• 3:35
  I mean, back to Gary Vee, what is Gary Vee talking about post 10 times a day, right?
• 3:40
  And so what I'm trying to do is just maybe present to you another option for you to consider.
• 3:45
  That's it.
• 3:46
  If you think I think I'm full of it, feel free to DM me, tell me I'm full of it.
• 3:49
  That's cool, okay?
• 3:50
  But what I'm finding is, is that because IRL is making a real comeback, what's moving
• 3:55
  in the needle is getting back face to face, belly to belly.
• 3:58
  I don't know why it seems like Gary Vee Day, but Gary's got a lot of good things to say.
• 4:02
  And one of the things Gary also says is scale the unscalable and what he means by that
• 4:07
  in this particular context is what's unscalable?
• 4:11
  So what's unscalable is face to face.
• 4:14
  And if you go on further and dig deeper on exactly what he said around that is scale the
• 4:18
  unscalable until it becomes scalable, right?
• 4:20
  So in person can become scalable.
• 4:23
  You can go from one to one to one to many.
• 4:26
  That's scalable, right?
• 4:27
  And so this is what I'm finding with the people I'm working with around the country, instead
• 4:31
  of moving all the chips across the table on becoming a content creator, they're going
• 4:36
  all in on local influence, right?
• 4:39
  They're hosting workshops for agents, they're running events for home buyers, they're getting
• 4:44
  in front of entire brokerage teams in person and they're becoming the go-to lender in
• 4:48
  their market.
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  And that's what I meant when I said top-producing L.O.s haven't forgot that.
• 4:53
  You know, if you look at Champanozin, if you look at Matt Weaver, if you look at Gavin
• 4:58
  Ekstrom out in Colorado in a handful of others, who my good name, what I see them doing consistently
• 5:03
  in their local markets is events.
• 5:05
  Events, classes and workshops like I just described.
• 5:07
  Why?
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  Because you want to go where it's not so noisy, right?
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  Same with direct mail.
• 5:12
  Direct mail is doing very well for people in real estate who know how to do it well.
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  Why?
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  It's less noisy.
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  And before you tell me that millennials and next gen don't respond to direct mail, they
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  do.
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  Look at the research.
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  They put together a class referencing that.
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  It's all about database marketing, one of the classes in our library workshops.
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  But I would just be curious as to where you stand on building local influence.
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  Because the people I'm interacting with, they didn't necessarily go viral, they haven't
• 5:39
  become influencers, they've built that local influence, real relationships to generate
• 5:43
  new repeat and referral business without depending on the algorithm, right?
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  So if that's of interest to you, I'm launching the next agent referral accelerator cohort
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  in June.
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  This is the window of opportunity you have to get this in before we get into the summer
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  months.
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  So the agent referral accelerator, it's the full system for hosting events, getting in
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  front of agent teams and building a referral pipeline that doesn't depend on your next
• 6:08
  post going viral.
• 6:10
  And I want to share with you some quick success stories from people who've been running
• 6:14
  this local influence play for some time.
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  There's my man Kevin Dwyer with South State Bank in Atlanta added $20 million in production
• 6:21
  to his business.
• 6:22
  Travis Newton has been doing this for several years, Travis and James added $30 million
• 6:27
  in production to his business.
• 6:28
  Tiffany Saxon has been doing this for a while, doubled her production.
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  I could go on.
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  There's Anna who taught one of our classes a few months back and out of the blue, an agent
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  popped up and sent her a buyer referral.
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  There's Glenda who's getting in front of 20 plus agents every single time, seven appointments
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  scheduled just from one of those classes before she walks out the event.
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  And an agent now saying, Hey, you're now my preferred lender.
• 6:51
  Thanks for pouring into me to grow my business.
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  There's Michelle and Mike who have been teaching classes and workshops, as I said, in person
• 6:59
  for quite some time.
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  And one of the real estate offices who they did the workshop for were hesitant to have
• 7:05
  them in because they already had a lender partner.
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  But Michelle was very convincing.
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  She did the class, the content blew them away.
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  That real that brokerage invited them back for another class.
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  And their team lead asked Michelle and Mike to be part of their national sales training
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  the following week, which should have around 400 agents on the call.
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  They said their current lender partner doesn't do anything like this for them.
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  And that they're realizing Michelle and Michael are much more aligned with their goals and
• 7:33
  now promoting them as one of their lender partners.
• 7:37
  So I could go on and on and on.
• 7:39
  And you've probably heard me talk about this before and if you've not acted, if you've
• 7:43
  been sitting on the fence, if you've been waiting, whatever the story is, you're telling
• 7:46
  yourself in your head, I would say set it aside, suspend whatever that story is or that
• 7:52
  talk that you have in your head and investigate.
• 7:55
  Go further.
• 7:56
  And you know what?
• 7:57
  You can kick the tire.
• 7:58
  Now, why is this timely?
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  Because you know what happens every summer?
• 8:00
  And with all those ease off around July, right?
• 8:03
  Fewer calls, fewer agent touches.
• 8:04
  By the time they wake back up in September, they're starting over from scratch with agents
• 8:09
  who forgot their name three months ago.
• 8:10
  And so that's why we're doing this in July is because the people who join us next cohort
• 8:14
  won't be starting over.
• 8:15
  They'll have spent June, July and August getting in front of rooms full of agents, skin relationships
• 8:19
  just like you've heard, 10, 20, 30 at a time.
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  So I'm opening the next cohort on May 21st.
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  That's when it's going to launch with a live workshop.
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  It's going to be a 12 Pacific three o'clock Eastern.
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  And as I said, this is the last one until September.
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  So you'll be one of the long officers who built something the summer of one of the ones
• 8:38
  who didn't.
• 8:39
  And if you want to check it out, learn more, see if it's for you or just kick the tires.
• 8:43
  There's a link in the show notes or you can simply go to get more agents.
• 8:48
  Doc, going by the way, you know the cool thing about doing these events and workshops
• 8:54
  and local influence is that the online and the offline actually feed each other.
• 9:00
  Yeah, that's right.
• 9:01
  Like if you're, you know, if you're hearing this and you're like, you know, hey man,
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  I like online.
• 9:06
  I like my posting and engaging and DMing, well, that's cool because that's actually part
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  of it.
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  So as I said before, I'm not anti online.
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  I'm just really questioning right at what cost are we trying to be content creators?
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  And where is the ROI or I should say ROE return on effort?
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  And I've been in this game since 2003 as an originator.
• 9:28
  And as I wrap up with this, I remember one of the quotes Jeff Bezos said instead of asking
• 9:34
  what's going to change, right, like technology, consumer behavior and stuff like that, you
• 9:38
  said what they like to do is is spend an equal amount of time asking what's not going
• 9:43
  to change.
• 9:44
  Obviously with Amazon, right, what's not going to change is people are always going to want
• 9:47
  fast service, right?
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  They're going to want great selection, great pricing ease of use.
• 9:53
  Right.
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  So that's obviously where Amazon has invested a lot.
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  And so I'd pose the same question to you.
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  What's not going to change?
• 9:59
  Right.
• 10:00
  Because I can tell you with the IRL in real life coming back in a big way, that is your
• 10:05
  opportunity to get in front of that.
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  And what will never change is the human connection.
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  The most human brand will win the only difference between you where you are now and the results
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  you want is how well known you are, the relationships you have, the influence you have essentially
• 10:23
  that sort of comes down to.
• 10:24
  And if that sounds enticing to you, I'd like to help you.
• 10:27
  So once again, you can learn more about this upcoming cohort on May 21st and go to get
• 10:32
  more agents.com.
• 10:33
  Check it out.
• 10:34
  And I appreciate you tuning in.
• 10:35
  If you've got questions, DM me on Instagram or LinkedIn, you know where to find me.
• 10:39
  And stay tuned for some more cool stuff coming on the podcast on the last episode I talked
• 10:44
  about pivot.
• 10:45
  I haven't announced it yet, but it's coming soon.
• 10:47
  And I just appreciate you tuning in and listening.
• 10:49
  I'm going to go give my voice a break and hope to see you in the upcoming cohort.
• 10:54
  Bye for now.