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From Likes to Loans: How to Convert Social Posts Into Clients · Mortgage Marketing Radio

• 0:00
  Hey there my friend welcome to a special AMA ask me anything addition of mortgage marketing
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  radio.
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  I want to bring these back I did these a while back and I really love to hear your questions
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  and help you work through some challenges provides a mental frameworks and potential answers
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  to what issues that you find recurring for you in your business and so today I'm going
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  to share a question that came in from one of our listeners in just a moment but I wanted
• 0:38
  to first of all give you the opportunity for you to leave me a quick voicemail a question
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  right here's the cool part right you can be featured on an upcoming episode just head
• 0:48
  over to ask jeff anything dot com that's ask g-e-o-f-f anything dot com yep that's why
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  my mom named me Jeff Jeff g-e-o-f-f anything can I say that once more ask jeff anything dot
• 0:59
  com leave me a quick voicemail and you might hear your voice right here on the podcast
• 1:04
  just share with me what is the challenge issue or thing that you're working through or
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  want some insight or direction on and I definitely would appreciate it and feature you on
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  the show if it's a great question no no pressure here okay so today's question comes from
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  Michelle Michelle has been in the business for 20 years and here's the question Michelle had
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  hi jeff I listened to your podcast regularly I've been in the business for 20 years I'm struggling
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  with converting clients after I do a social post and I'm really looking for advice for one
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  platform I need baby steps so one platform that you feel like has given you the best results
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  converting into a lead and also how once that lead has reached out to you how are you making
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  the conversion thank you okay well first of all Michelle thanks a lot for listening and being
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  so honest about your challenge really appreciate that you've been tuning in consistently for some
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  time and you know this is one that's coming up more often that I hear quite frequently about
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  you know how do we move people from these third-party platforms right or what I call discovery
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  platforms how do we essentially take them off of that platform so we're going to unpack this a
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  little bit and her question as well first of all let me set the framework of the stage of you know
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  the the the the challenger issue is this is that if you think about you know the content that we're
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  all putting out there on these various platforms right so whether you're on Instagram Facebook TikTok
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  YouTube X or LinkedIn and you interview picture of funnel right at the top of the funnel it's wide
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  and that's what we call borrowed distribution and so there's a benefit to being on those platforms
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  in that you can get distribution right the downside is it's borrowed you don't own it you don't
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  control it and the algorithms are forever changing all the time and you need to keep up with that
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  and quite honestly the competition is steep because it's all about content now it's all about the
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  quality of your content it's not about how many followers you have in terms of like reaching
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  things like that it's about your content is it relevant and is it packaged well it's also a
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  packaging game these days to be able to get attention stop the squirrel and get people to engage
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  with your content so the first thing you have to ask yourself is you know what which of these
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  the types of content are you more suited for right on LinkedIn even though LinkedIn is doing video
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  of course on LinkedIn is still very dominant when it comes to written content in the form of text
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  and carousels over there they're you know they're called documents but they're similar to
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  Instagram carousels but the text still does very well on Instagram on LinkedIn as well does
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  carousels and of course videos growing and trending there as well so we could pretty much say that
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  across all these platforms video is an aspect of it but if you were to tell me hey I'm really not
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  in a video don't do video then probably either extra LinkedIn would be the place I focus so with
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  that said probably most of you have chosen at least one primary platform that you're on Instagram
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  Facebook etc all of them have different nuances all of them have different rules of the game if you
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  will or suggestions right for succeeding but I will say come back to this idea of like what you're
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  using the platform for is to create awareness right you want to build an audience you want to
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  become known let's get back to the issue of the problem it's called borrowed distribution
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  and so the thing we want to do if you picture that funnel in your head once again is you've got
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  the funnel top of the funnel with you know all of your social platforms the goal is to move your
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  audience the percentage of people that you can move them from awareness to trust to a different
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  stage in the relationship with you and in order to do that you need to have a mechanism to take
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  them from borrowed distribution these social platforms to what we call owned media what is owned media
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  own media is things like email podcasts like this events in person or virtual events and communities
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  both in person and online and the ultimate goal is to continue to move some of those relationships
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  to the next stage which is conversations which leads to transactions now the conversations can
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  definitely happen over the DMs but they can also happen over the phone over zoom calls and consultations
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  and things like that but ultimately that's the the final stage to which is the precursor to getting
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  to actual transactions so once again let's just recap this top of the funnel borrowed distribution all
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  the various social platforms next stage in your process in your funnel is moving from awareness to trust
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  and that's it's essentially going to the next stage in the relationship so if you think about this
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  podcast maybe you've been listening for a while maybe you're new but we take you know the question
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  we got which is I've been listening to your podcast for a while I would venture to say that there's
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  a certain amount of trust in relationship established because somebody listening to a long foreign
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  podcast like this right for 10 minutes or an hour that's a lot of time on brand right if somebody's
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  engaging with your email your newsletter that's a lot of time on brand same thing within person
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  events that next level of personalization and trust and engagement and connection is really where
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  you're going to see the best ROI and results and I think the challenge that we all face myself
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  included with these awareness you know the borrowed distribution platforms to create awareness
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  in scram social youtube all that the challenge is while we may be creating some awareness and people
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  love to use the term that visibility beats ability and I agree to a point that you've got to become
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  well known but if you don't have a strategy or a process for moving from or off of borrowed
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  distribution to owned media like the examples I mentioned then you're kind of like the dog chase
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  in its tail like you know where's it going how are you ever going to convert those to actual
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  transactions and that is the ultimate goal and that's what I want to get back to answering today's
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  question by Michelle so which one platform would you focus on I think that comes back to when I
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  said a moment ago which is where do you already hang out like which one do you think is most
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  appropriate for you what's your vibe is it Instagram's at LinkedIn Facebook YouTube right and
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  you're asking for like a baby steps roadmap well I think the baby steps starts with want the one
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  you feel most comfortable in and the style and in vibe of the platform that you align with most
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  the reason why I say that is because you're more likely to be consistent and hang in there for the
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  long game and it is a long game now that said there are certain depending on which your end goal is
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  there may be advantages to one platform over the other and so I want to talk about this idea
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  briefly of discoverability if your goal is discoverability you've got to know the rules of the game
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  how do you get discovered on Instagram how do you build that audience how do you create awareness how
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  do you get your content to reach more people same with the other platforms right as I said earlier
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  there are rules guidelines rules of the game right your contents got to be on point it's got you've
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  got to have compelling hooks you've got to have good packaging you don't have to be you know the
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  super high polished professional but you do have to build that skill of creating attention
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  stopping the scroll of creating engagement so that people will consume right I mean if you think
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  about the the goal of the algorithm it's like will people click will people watch that's the bottom
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  line I don't want you to underestimate the skill the reps that you need to get in to be able to
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  do well with that skill I'm definitely learning that all myself I'm kind of investigating and
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  testing out different things on different platforms and really trying to get clear on my vibe and
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  where who are my ideal clients that I want to reach and what platforms are ideally suited for that
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  and I think that's the real question who's your ideal client which platform is best suited for
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  finding and reaching that ideal client if you're first time home buyer buyers right that's actually
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  a good question many people would think oh first time home buyers right Instagram TikTok right
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  well maybe yes maybe no I am looking at the recent next gen home buyers report published by
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  Kristen Messerley what's up Kristen and there's a question about where they go to consume their content
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  for financial related access financial information with the next gen where they go other than
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  friends and family next they go online and predominantly to YouTube with over 65% of next gen
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  buyers going on YouTube and then the next category is 40% on social media and that's of course right
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  across the apps I mentioned Instagram TikTok probably more so than LinkedIn as far as that goes
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  and then the next category that's coming up interesting enough is AI and chat GPT and I'll do a
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  whole separate episode on AI and chat GPT because we need a whole separate episode on that and how
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  to show up in search on chat GPT by the way if you want to do a test today just just do a search
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  first of all do a search on yourself roast yourself right tell me about right Jeff Simfer
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  or whatever your name is or start searching other loan officers who's the top three loan officers in
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  right Irvine California search real estate agent and you're gonna start to see the sources by which
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  those results are being fed so back to the question about what Michelle asked is which platform
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  would you focus on I think again that's a personal choice who's your ideal client and where are they
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  most likely to hang out and be consuming or searching for let me say that with an underlying
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  searching for the type of information that you provide and they all have their potential right but
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  some have more than potential than others and then the rules of the game take YouTube for example
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  YouTube has some additional considerations in terms of long form content right now can you do
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  sure is there sure but once again let's talk about this trust and what I call time on brand okay
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  the more time on brand somebody can spend with you the more trust typically is going to be built
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  okay so next Michelle's asking about my process for once somebody reaches out what's the flow
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  DM booking calls follow up etc I think all those work right and I think you need to definitely start
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  probably with easiest way you can start before you overcomplicated it which is probably a DM
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  and that's where a lot of it goes down the conversations go down in the DM on social on the other
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  platforms YouTube as well with you know messaging and so forth maybe a comment and that's a great
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  way to start if you've got questions hey DM me you can put links to your calendar and your bio and
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  profile definitely smart that you want to do that hey are you tired of cold calling realtors and
• 10:58
  feeling like you're getting nowhere with my agent classes you don't have to chase agents anymore
• 11:03
  we hand you a done for you system of ready to teach presentations plug and play marketing and
• 11:08
  even 200 producing agents to invite so you can double your agent referrals in 90 days or less plus
• 11:14
  you'll get weekly coaching and a community of loan officers sharing exactly what's working right
• 11:19
  now here's a quick win from one of our members I joined it because I was tired of doing business
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  the way that regular loan officers have been doing it in my market which is just making the the
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  core calls every Monday and Friday check in with real estate agents I've had done that for years
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  and it seemed like everybody was doing that I need something different and I wanted to find a way
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  that I could work with the agents that I want to work with I wanted to find a way that I could
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  have a captive audience every month every couple weeks where I could find agents that were like
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  minded and that wanted to work with me as well so it's probably brought in I'm just guessing here
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  but it's probably brought on in the three years I've been back with the program it's probably
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  brought on it's probably say about 40 million dollars in volume since then right and it's led
• 12:02
  to some massive relationships and I wouldn't be able to do those things without this program the value
• 12:08
  of these Friday calls are so incredibly valuable for all of us I get upset if I miss it on a Friday
• 12:15
  the cost of this program is what is worth it just because of these Friday calls that we're on
• 12:19
  where we help coach each other we're just here to help each other add value to our real estate partners
• 12:24
  are you ready to stop chasing and start attracting agent referrals on demand book a call at
• 12:29
  mortgage marketing dot pro or hit the link in the show notes now back to our show and then as
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  you get a little bit more comfortable and advanced with this you might want to start offering
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  different what we call lead magnets right these are different tools and resources that this
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  the potential client could engage with that could be a home buyer's guide that could be a
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  custom GPT that's built for first time home buyers to get educated that could be your app something
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  like a finlocker app or some type of financial app because next Jan is using that a lot if that's
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  your target market right there's obviously other target markets if you're specializing in
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  reload or divorce think about what other specialized information you could package up and make
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  available as a link right where you need to get their email speaking of email do you have an email
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  newsletter if you do I hope it's good I hope it's not the usual canned crap that comes from
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  most organizations that most people don't read and have a very little value once again it comes
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  back to the skill content it's not easy right because there's so much noise there's so many
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  things for people to engage with what make sure it's better than the other what make sure stand out
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  is it highly specialized and focused on a particular niche is a specific angle is it actually
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  maybe it's a curation of different information and tools and resources and that people can
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  go to right there's a lot of different directions to go here but I do agree that you need to have
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  a flow or a process for taking people off of the discovery platform to a conversation and you
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  may not be able to jump right from you know post DM to conversation there might be some other
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  threads in in between there you know such as some back and forth messaging maybe some type of a
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  resource guide handout checklist video watch or something like that right and that's where it's
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  important to architect your process and this is all testing by the way but I do think at some point
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  having a booking link to go to your calendar is does make a lot of sense okay well I hope that's
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  helpful Michelle and listen if you've got a question that you'd like to ask here's how to share
• 14:23
  your question with me simply go to ask Jeff anything that's ask g-o-f-f anything.com I'd love to
• 14:30
  hear from you what your question is and you just might get your question featured on the show
• 14:34
  drop me a voicemail I'll tackle it on a future episode I plan on doing these about once a month
• 14:38
  on average so no question is too small chances are if you're wondering about it and you're struggling
• 14:43
  with it so our hundreds of other originators and I want to help provide answers to those questions
• 14:49
  so once again we can go to ask Jeff anything.com appreciate you tuning in and hey if you like this
• 14:54
  episode please leave us a review let us know subscribe share it with somebody else you think might
• 14:59
  find it valuable and we'll see you on the next one okay that's it for today's episode before we wrap
• 15:04
  up I just wanted to remind you about my agent classes you're proven system to double your agent
• 15:09
  referrals in just 90 days imagine never having to co-call again instead building real lasting
• 15:15
  relationships with top-producing agents who want to send you business with done for you presentations
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  marketing automation weekly coaching it's all designed to make growing your business easier
• 15:27
  and fun so if you're ready to take control of your agent referrals and grow your income
• 15:31
  visit mortgage marketing dot pro or check the link in the show notes and why you're there
• 15:35
  don't forget to check out the success stories from other mortgage pros who've already seen
• 15:38
  incredible results thanks for listening and I'll see you on the next episode