Latest / Mortgage Marketing Radio / Ep #99: How to Build a Powerful Personal Brand With a Camera-First Strategy

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Ep #99: How to Build a Powerful Personal Brand With a Camera-First Strategy · 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
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in funded loans from agent referrals and how you can too.
0:56
Don't miss out.
0:57
Go check it out right now, visit LOKestudy.com and download your free copy today.
1:17
Hey listeners, Jeff Zimfer, welcome to another episode of mortgage marketing radio.
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So at the time I'm recording this, this is immediately after that Thanksgiving holiday
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and you're listening to this, we are in the month of December, most likely, unless
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there's an early release on this, which they're very well could be either way.
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Hope your Thanksgiving was a good one.
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Hope you spent time with family and friends.
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I was off in Iowa attending at Iowa State University game, go cyclones watching my nephew
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Brock Purdy, true freshmen starting quarterback for Iowa State cyclones, tear it up and just
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continue to break records for that team.
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So if your college football fan, do me a favor, go check out Iowa State, big 12 and check
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out some of the talent that's happening over there.
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Now in regards to talent, in regards to you and the new year and new planning, what is
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your plan for 2019?
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Do you want to get more real to referral partners?
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Do you want to drive sales through social media?
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Do you want to survive and thrive the digital real estate shift?
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If that's a yes for you and I know it is or you wouldn't be listening, what's your plan?
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How are you going to get the training?
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How are you going to learn what you need to do to build your personal brand online, to
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be able to create videos, to be able to engage with relevant social media in the right context?
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What about generating your own consumer direct leads, running Facebook ads and things
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like that?
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Look, you aren't trained probably in how to do this.
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You're a mortgage loan originator and this is something new for all of us and I get it.
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I'm learning it every single day and trying to bring the best of what I know to you through
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these podcasts, but this podcast is only one part of it.
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The next step, if you'd like to go further, if you'd like to thrive in 2019, if you'd
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like to be a modern originator and stay relevant, then go check out the mortgage marketing
3:43
pro membership.
3:45
It's the place where we unpack and do a deep dive on the strategies, tools and tactics
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that you need to pivot and succeed in the new economy, if you will.
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You may have heard it said that it's survival of the fittest, but the real saying is it's
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not the fittest that survive, it's the ones that are most adaptable to change, unless
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face the acceleration, the pace at which technology is driving change in our industry is moving
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at a rapid pace and it's getting even faster.
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We need to move quickly.
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And to have time, you've got to pivot and learn these strategies, it probably isn't as
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long as you think.
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So I'd like to invite you to come check out more and become a member, join the other
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mortgage professionals that are learning how to do social media, video marketing, how
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to engage on Instagram and Facebook and direct, you know, rather on consumer direct leads,
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how to actually attract real estate agents as true partners, largely by teaching agent
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classes.
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So check it out.
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Mortgage Marketing.pro.
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I'll put links in the show notes so you can learn more over there.
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All right, let's get into this week's show with my very special guest, Chelsea Pights.
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And Chelsea, I saw speak at a recent conference by commissions Inc. and was so impressed with
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what she presented when it comes to social media and strategy and just the psychology behind
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why social media is such a, you know, integral part of most of our lives and such a big part
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of how we communicate and engage today.
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I wanted to have her on to talk about this.
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Chelsea is going to talk about how to build a powerful personal brand with a camera first
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strategy.
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What does that mean?
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Well, Chelsea's done her research.
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She's really presented some facts and some psychological research as to why, right, this
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whole, you know, air quotes camera first social media strategy is growing so much and how
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it's moving more and more to the camera for Facebook say that they're going to be all
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video by 2020, right, with the growth of Instagram and Snapchat and all these visually driven
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social media platforms.
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It's because of the psychological impacts that has on it, you know, in regards to connecting
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with other people and particularly with our faces.
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So if you haven't got yet on video, you're going to understand listening to Chelsea as
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to why.
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If you're not using images in your social media on Instagram and other places, Facebook
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and so forth, you're going to understand why, right?
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Chelsea does an amazing job of unpacking the psychology behind why a camera first world
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is where we are living and that we, if we want to stay relevant, need to adapt and pivot.
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But who is Chelsea?
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She's a rock star.
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She's the National Director of Social Sales at Fidelity, National Financial.
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She's also contributing author to Inman and she has been in the real estate and title industry
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for, gosh, I think 18 years now.
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And she's known for her show on Snapchat called Chelsea Chat, right, Snapchat show marketing
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snappily ever after.
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She's the co-founder of Snappack Live, a Facebook group of nearly a thousand like-minded
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real estate professionals using social media.
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She's the founder, founding member of a real estate mastermind group that includes mortgage
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tech and other folks.
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She, as I said, Inman, she's a contributing speaker at Inman Connect.
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She's an expert trainer for breakthrough brokers.
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She's a keynote speaker, social media educator, author as well, author of the book, talking
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in pictures, which you can find on Amazon.
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And she talks about a camera first branding with social media strategies.
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She works with teams of individuals and companies, specifically within the real estate industry.
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So she knows real estate very, very well.
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And that's why I wanted to have her on because you can share this episode with your real estate
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agents, add value to them.
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You can gift her book, talking in pictures from Amazon to real estate agents and just,
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you know, learn, listen, learn and apply.
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That's what I want you to do from today's show.
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And then also a quick shout out to Chelsea.
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She's one of the selected speakers at the Gary Vaynerchuk annual event called agent 2021.
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If you haven't heard of this, this is happening in January of 2019, January 17th of 2019.
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It's in Miami at the Hard Rock Stadium.
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And Chelsea is one of the featured speakers.
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I'm talking about social sales and everything that's camera first.
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And that's an incredible honor to be one of the selected speakers for the Gary Vaynerchuk
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event out there.
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And I'm going to put links to all this in the show notes.
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If you want to find out more about it, you can also go to agent2021.com.
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You can look up Chelsea online on the socials on Facebook.
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That's where you'll find her on Instagram.
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And I'll put all the links in the show notes as well.
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So without further ado, let's get into this week's show with my very special guest, Chelsea.
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Hi.
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Hey, Chelsea.
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Welcome to the show.
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Hey, thanks for having me.
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I'm really excited to be here today.
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Thank you so much.
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I'm honored to have you here because I saw you speaking at the recent commission's
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ink conference in Vegas.
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And it's not often I think that you see somebody in your role and you know, I'll allow you
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to tell people who you are, what you do real briefly here.
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But it's not often you see somebody in your role, you know, really having such a high level
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education and a knowledge of social media and things like that.
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So with that kind of build up for those listening who aren't familiar who you are, what do you
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do?
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Tell us your quick bio.
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I would file.
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I've been in the real estate industry for 18 years.
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I started as a real estate agent.
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I worked in new homes.
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I worked in residential resale.
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I went through the great times.
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I went through the bad times.
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And when the crash happened, I live in Arizona and hit us really hard.
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And so I personally lost all of my residences, my investments, my personal home I lived
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in.
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So it was a really interesting time to be in real estate.
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So I've seen the ups, the downs, and now the regular.
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So then I wanted to stay in the industry because I loved it so much.
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And now I'm working on the title insurance side with an incredible company I've been
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with for 10 years.
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But I'll be national financial.
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And I get to really educate my people who are real estate agents and lenders and title
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sales executives.
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And I get to share my passion every day about social media and communication.
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And so it's like a dream job.
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Yeah.
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And your content is really, really good.
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I mean, there's a lot of wannabees out there, if you will.
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A lot of people just regurgitate in content, but that's why what stood out to me when I
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saw your presentation was like, I have to have you on the podcast and just share your
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message.
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Yeah.
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Yeah, you bet.
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No, great job.
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So I'm looking at, I'm going to reference my show notes a few times here.
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So I make sure I'm on track because what you talked about is something that people don't
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always talk about.
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Or the only other person I've heard talk about this is Simon Sinek.
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When he talks about the whole dopamine thing, right, when you get the like and the thumbs
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up and all that.
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You talk about what you call the science of screen to screen.
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And you actually really like did a lot of research on this, right, as to why this is so
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crazy.
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Yeah.
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I did.
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I became obsessed.
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Would be the right word because again, as somebody who is a Gen Xer, I am, you know,
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almost a 40 year old mom.
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I am not the demographic, typically, that would be not only one on Snapchat, but building
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business on Snapchat, like people were like, you're doing what, where, and so I didn't
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grow up with it.
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So still to this day, I find it very odd and strange what happened.
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But my life was absolutely changed by using that particular platform at the time before
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we had Instagram stories and Facebook live and all of that was Snapchat.
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And I found myself connected with these people on a deep level.
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And I thought it was very strange and I was like, these people are my friends.
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They don't feel like they're my friends.
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They are my friends, but we had never met.
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And so I became obsessed with the why.
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What was it that had shifted in, like, with technology and communication styles that made
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me feel that way?
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And so I went on this, you know, you're a long journey of really deep into psychology
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and neuroscience.
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My background is actually in psychology.
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I was actually going to become a psychologist and I didn't end up doing that obviously.
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But so I was really interested in the human brain and how we are leveraging cameras and social
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media to create communities and to communicate and how it was changing our brains.
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And then our expectations and I later that in with technology and how now our behavior
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training with Facebook and Facebook ads and Uber and Netflix and Amazon, how all those
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things come together and how we now develop trust through technology.
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And so that's really what the journey was and the book that I wrote was really about
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that and how it changed.
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So I truly believe it.
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I mean, you can hear it in my voice.
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I believe that it absolutely has changed us as human beings and our behavior and it will
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continue to do so.
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All right.
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So to not not get into a debate here, but has it changed us for the better or is like
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like anything.
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There's always two sides.
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Yeah.
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Of course.
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I mean, anybody can argue both sides, right?
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And this is the way that I look at it because a lot of people ask me again, as a parent,
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how I feel about my child being involved with technology at high level whether watching
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the iPad or will I let you have social media, those types of things.
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And I have to think about, you know, back in the early 80s, right, when we were kind of
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like growing up and stuff and it was like, oh, video games, that's going to ruin everybody.
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And you know, our parents and our grandparents, they're like, oh, my gosh, have you seen
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the rolling stones?
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Have you seen the beetles?
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They're going to ruin people, right?
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So there's always something that's going to ruin someone.
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So I think it's how you leverage it and I say jokingly for good, not evil.
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And I personally, it's enhanced my life, you know, from a very personal level, my parents
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who are in their 70s get to see me and their grandson every single day, and it's killer
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for them, right?
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Like they're with us on the journey.
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And so for me, I think it can be used either way.
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I like to choose to use it for good, not evil.
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With great power comes great responsibility, right?
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Exactly.
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All right.
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So love that.
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Thank you.
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Let's talk about a couple of things I know for my audience, the listeners, right?
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It's like, you know, the average realtor, a loan officer, 53, whatever the age is.
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And you were honest about this.
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I think when I talked to you last time, what I wrote down for notes was two things.
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Number one, remember to pick up your phone.
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I want to stop here for a minute because that's hard for me to remember, like you talked
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about demographics.
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So I got like 12, 13 years on you.
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So for me, like to go, hey, man, you know, like I even had to do it this morning.
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I went out with my wife or having a coffee at this awesome coffee shop where they do
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the hearts and all that.
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So I'm like, oh, wait, well, well, timeout.
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This is an Instagram moment.
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How do you get there?
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How do you get comfortable doing that?
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Yeah, it is really hard.
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I mean, it's the hardest thing about getting involved is that, you know, you might hear
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a great podcast or read a book or go to a conference and you're like, authenticity,
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you've got to beat you, right?
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And then you're like, well, first of all, being you on camera is a real hard and less
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redundant for a long time.
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So don't buy into that.
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That is where you want to get, but you're not getting there until you are forcing yourself
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to do the thing, just like working out.
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It's just like going to the gym and you're not going to lose the 20 pounds unless you're
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there for a year and you're eating right and it's a habit that you're building.
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And so people are saying, well, I still have time for social media or I'm, I'm Billy
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Debelly.
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I'm face to face.
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Great social media is going to help you like explode your sales and brand because you
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can do that more often with more people in one day.
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You just have to get this idea that it's totally different, like right now when we look
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at voice and all that, we can't comprehend it because it's not here yet.
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This is now just coming into our world and still it's a little weird because we're not
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used to it.
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So it's about prospecting and traditional sales.
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It's just a different format and we have to build the same time into our day that we
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do for for emails and thank you notes and all of the things we have to do for business.
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You have to build it and it's just another piece of the business.
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So honestly, I used to have to set reminders on my phone to like go off so that I would
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pick up my phone and do something with it.
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And then once I got into the habit, it became second nature.
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And then the other thing people always ask me is, well, my life is boring or I hate seeing
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what people are posting for lunch.
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I hate seeing their lattes with the hearts in it.
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I don't care about that.
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Listen, you don't have to believe something for it to be true, right?
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We've heard that in a million times and nobody cares what you like.
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And there is a magic in the mundane because if you think about it, when you're at the
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end of the day with your loved ones, your family, you're not all bells and whistles Disneyland
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every day.
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You're talking about, oh yeah, I'd take McCarran and get four tires.
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That was awful and that it up.
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That's where the weird boy you're part of us as human beings is at and you don't have
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to be exciting every time you don't have to be teaching or dropping a tip every time
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you're doing an Instagram story.
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You can just be you and if you don't like seeing the latte with the heart and tap on
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by the next one because there will be someone who says, oh my gosh, I love that place.
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I go there all the time.
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So and so is a great barista.
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I love it when he does the leaf or the Christmas tree for holidays in my coffee.
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There will be someone and you know what, you can tap on the next one.
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So we have to get out of that mindset of, oh, I don't like that.
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I don't want to see what somebody's eating for lunch.
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Great tap, tap cross to the next one and you don't have to do that.
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So it's just really a mindset.
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So you've heard the phrase, we're both fans of GaryVee and stuff.
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You know, he talks about document and what just popped in my head listening to your,
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to your great response there is you're really kind of documenting those segments of your life,
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right?
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Right.
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That you may think are boring and they and they may be boring, but you're giving,
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what you're doing is inviting somebody else into your life.
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You give you an example of what I thought of and this is, you just gave me this idea.
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I'm going to try it.
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But like, so one thing that drives me crazy in full disclosure, I'm going to have the haters
17:49
come after me is my, my dogs.
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I didn't pick the dogs.
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There are these two little, you know, shits, you and a terrier mix.
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One's getting old.
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One's got like emotional issues and today, today I just found out he probably has anxiety
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or whatever.
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He needs a shrinker.
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Yeah.
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And I was just like, all the thought I got was like, you know what I'm going to do?
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I'm going to Instagram like this dog, but it's damn dog, the prescription, you know?
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So that's an example of just like sharing your life, right?
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Exactly.
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Exactly.
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And people have dogs with anxiety disorder.
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I am one of them.
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I get it.
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And I might say, oh, we have the same thing or, or hey, have you tried the, I think there's
18:32
like a dog jacket that you can put on that makes them like less straight jacket or something.
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I mean, you never, I, and the way I learned this was the hard way because I did all business
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tips all the time for years.
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And I thought that is what value is, right?
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My perception of what was valuable to my audience was that it had to fit in this box.
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But what I found was is that value comes in all shapes and sizes.
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Value is when you make someone smile, value is when you make them remember something that
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was meaningful to them.
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You connect with them on your emotional level.
19:02
You connect with them on their passion for food and food pictures or dogs and their issues
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that they have.
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There's all sorts of value and not every single thing has to be like, wow, that was a
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10 out of a 10.
19:16
And the things that you think that you spend time on that you were like, I've just taught
19:20
you how to make thousands of more dollars by teaching you this Facebook ad tip.
19:25
But then the next one was, you know, the nail color, the people are asking me on my hands.
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I'm like, people, not one person commented on the content I spent so much time creating,
19:35
the stuff that I just, you know, was an afterthought, people are in view, right?
19:39
So you never know what's going to hit, why you have to do it all.
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That's why you have to just keep creating it and just putting it out there.
19:48
And if you force yourself to do that in like 90 days, you're going to be a lot more comfortable.
19:52
You're not going to be less stiff.
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You're going to feel more comfortable.
19:54
Your face is going to look different because you're relaxed.
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People always say, oh, my God, you're a natural on video.
20:00
The only reason it seems like I'm a natural on video is because I'm relaxed now.
20:05
And there's something that happens with your face when you're relaxed that people are
20:08
like, oh, this is like a real human being.
20:11
You can't get there until you do it every day for a long time.
20:13
So you don't have to turn on the camera and be like, oh, my gosh, I'm super authentic.
20:17
And here's my life.
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And 300 people are going to be messaging me.
20:20
Now that's not how anything works, right?
20:22
It's not how anything works.
20:25
So why is this, you think?
20:27
And this goes back to the psychology and research you did.
20:29
I'm looking at one of your slides, which is reminiscent of, was it Maslow's hierarchy of needs,
20:34
right?
20:35
Yes.
20:36
Yeah.
20:37
Nice.
20:38
I love that.
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You don't see that every day at a real estate conference.
20:43
Exactly.
20:45
Why is this?
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Why do people love it so much?
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Why is it grown?
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And it's become just part of like.
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I'm going to give you a couple of really interesting statistics from Facebook, right?
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And then I'm going to tell you the why, because I believe if I can tell people the why a light bulb
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is going to go off and they're going to say, hmm, I may not rush in there and try this.
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But now I can see why this is a thing.
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And so here's the deal.
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Facebook has said as a, I think last week on their earnings call, they said, we're going
21:16
all in on stories.
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That's our thing.
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We believe that's the future of social media.
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There's one billion stories being created per day on Instagram, on Facebook, on Facebook,
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on Messenger, on WhatsApp.
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Now, there is a reason that people are gravitating towards it.
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Number one, it's mostly faces.
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Our brains cannot tell the difference between seeing a face on a screen and seeing a face
21:37
in real life.
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We love faces.
21:39
We have dedicated areas of our brains to facial recognition.
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So we don't even know what's happening.
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We start to feel like, I really feel like I know this person because you're staring at
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their face all day.
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The next part of visit is it's in real time.
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And that's the part about like the psychology of Maslow here in this community is that we
21:59
get to have a thing in real time.
22:02
I can message you if I want to and be part of your story.
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That was the first time that ever happened to us.
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So we can watch YouTube and we can get into our YouTubers who watched every single week.
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But we couldn't talk to them while it happened.
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That was something that was already in the past.
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So now we can have a relationship and go on the journey together.
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And then you layer that on, of course, all the triggers of, oh, there's notification.
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I have to open it.
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I'm getting you hooked on all this, you know, this thing, the social media thing.
22:29
And so it's so powerful and they know that it's so powerful.
22:32
They're willing to leave money on the table because let's be real.
22:36
Facebook and Instagram don't make money on stories yet because they can't monetize
22:41
it the same way.
22:42
They don't know how.
22:43
They have to change their business model and they're willing to do that and to go all
22:46
over here because of how powerful psychologically it is.
22:51
And people want to have private one-on-one conversations.
22:55
One in five Instagram stories leads to a direct message.
22:58
What other content you're doing is 20% of the time people proactively talk to you.
23:04
Nothing, right?
23:05
And if you're in sales, you can use this to connect with prospects and clients and
23:10
on a different level.
23:12
I can talk to 50 people a day face to face.
23:15
I can't do that in physical real life, right?
23:19
So there's something really to it.
23:21
So when I know that people like Facebook who are a for-profit company are walking away
23:25
from money on the table, from the feed because they can put more ads in the feed.
23:30
They can't figure out how to monetize quite yet the stories.
23:33
They're willing to do that.
23:35
That's a big deal.
23:36
That's an indicator that something is changing here and they know it.
23:40
And so everybody else needs to think about how do I start using stories to build my brand?
23:45
Is that what we're going?
23:47
Wow.
23:48
That's good stuff.
23:49
Well, then how do you figure out where to be?
23:52
You know what I'm saying?
23:54
Yeah.
23:55
In the stories, Facebook stories.
23:57
Come on.
23:58
I give that a question all the time.
24:00
The top questions I get asked are what do I say about content?
24:03
How do I create content?
24:04
The next ones are where do I need to be?
24:08
And then after that, do I put the same thing on all the channels, right?
24:14
So content eventually will come naturally to you as you force yourself to do it.
24:19
It's like buying a white card, all of a sudden you see the same white card where you drive
24:22
on the road.
24:24
Once you start doing it, you become more aware and these ideas pop into your head.
24:28
So you will never run out of content.
24:30
It just takes a little while to kind of get comfortable with it.
24:33
The second piece of it is that you have to be everywhere.
24:35
And I'm sorry to say people are like, oh, I don't have the time for that.
24:38
Well, if I did four stories a day on Facebook and Instagram, that's less than two minutes.
24:43
Okay, you all have two minutes to do stories.
24:46
There's just no excuse for it.
24:48
And there's also no excuse for not building it into part of your marketing strategy.
24:51
You have to market.
24:53
So build part of that in.
24:55
And you need to be everywhere because, quite frankly, we're picky, we're finicky.
24:59
We get bored.
25:00
If I'm standing in line and I'm tired of looking through my Facebook feed, I'm going to go
25:03
over to Instagram and waste some time there too.
25:07
So it's 2019.
25:08
We're all in more than just Facebook.
25:10
So let's be on all the places.
25:12
Now the next thing is, should you put the same content in different places?
25:16
I personally am not a fan of that.
25:18
And it's because I know that people follow me in multiple places.
25:22
And it's great when they get to see sort of like almost like a different part of the chapter
25:27
that I'm talking or writing that day of my life.
25:31
And it's easy because people think, oh my gosh, I have to create totally original content.
25:34
No, I can be standing here with my phone.
25:37
I can take a picture of you and me doing this right now.
25:39
And then I can, you know, maybe when you have the show notes up or something, I can take
25:44
a picture of the show notes.
25:45
It's the same theme.
25:46
I'm just not giving the exact same picture or video in every single place that I'm going.
25:52
If I'm on a trip, maybe I do a picture of the sunset, then I go over here.
25:56
There's a picture of the hotel.
25:57
You get that I'm all the same place and it's the same theme.
26:00
It took me two seconds to go from here to shift my camera over to here so that people
26:05
who are going to different places will see different original content and still be engaged
26:11
and drawn in.
26:12
And that way they can say, oh, every time I go to watch her story, no matter where it is,
26:17
it's all different stuff.
26:18
And I love that because I don't get bored because we have no attention span.
26:23
We're goldfish, right?
26:25
Yeah.
26:26
Exactly.
26:27
All right.
26:28
So how do you manage all that?
26:29
Are you using any third party apps or you just doing all direct stuff?
26:32
Yeah.
26:33
I don't use third party apps.
26:35
The socials really like you'd be native.
26:38
They want you to go in there.
26:39
They want you to upload content and create it there natively because they want people to
26:44
spend more time in there.
26:45
Because the more time we spend, the more ads they can sell and more money they can make.
26:48
And they're stuck around with that, they're a corporate company, like I said.
26:53
But yeah, no.
26:54
You really should be.
26:55
So no buffer, no hoots, wait.
26:57
None of that.
26:58
I don't.
26:59
There's nothing wrong with it if you want to use it.
27:01
And certainly for large corporations, sometimes you have, because you have a lot of content
27:07
to scale.
27:08
You may have multiple operations and people that you need to do that for.
27:12
But as far as your personal brand, I do not believe you can outsource your personal brand.
27:17
You can never treat it carefully enough.
27:19
That's all we have because when any of these platforms go away, which they could all
27:24
go away tomorrow, at the end of the day, it's all about a personal brand because now we
27:28
have an expectation that we see companies on stories and showing their faces and all of
27:35
that.
27:36
And as an individual, small business or an entrepreneur, I personally believe you have
27:40
way greater opportunity than like the Nike's, the Adidas, the apples because they can see
27:46
your face, right?
27:48
Those companies have to outsource their brand.
27:50
There is no one person that they can like connect with on this journey.
27:55
But as an individual, I think that's such a huge benefit because then there's like that
28:00
one face that they always know is your brand.
28:04
So you have to be everywhere.
28:06
You have to do your own brand yourself and you have to create content on all the places.
28:13
What is your response to, you know, those are the companies out there that will post content
28:17
on your behalf.
28:18
We've all seen it, we know what it's like.
28:21
What is your response to, A, that's better than nothing, and or B, you know, I know the
28:27
kind of the best practices, if you're getting that automated posting because you're at the
28:31
company or whatever they do that, as long as you add your own little two cents, you're
28:34
taken on that.
28:35
Are you just, it's like, no, not at all or is a happy blend there or what do you think?
28:39
Yeah, I think it's really dependent on, you know, the type of company that's out there.
28:44
There are some excellent companies that do provide those services and I think it would
28:49
be, you know, beneficial for people and brands of companies and hopefully those companies
28:55
that you do work with that will help you build that brand and post things for you.
28:59
You know, hopefully you can have a conversation with them and they can get to know a little
29:03
bit about your audience and your content style because that's always great to have it personalized
29:08
a little bit more.
29:09
You know, obviously if you're in real estate, you don't want to be posting something that's,
29:13
you know, not real estate related or maybe something in a totally different, you know, industry.
29:19
So I think I would just be cautious about, you know, like anything else, whether it's
29:24
buying a car or anything you want to research, you want to research the company and the kind
29:30
of content that they share and do they have a good support staff.
29:33
So I definitely don't think it is, you know, blanket, don't do it, it's negative or anything
29:38
like that.
29:39
I think there are great reasons and opportunities for doing that for different brands and companies
29:44
and you just have to make sure you find the right company that will partner with you in
29:48
the best way to provide the kind of content that you need.
29:51
But I also think that, you know, that's great to have sort of that, you know, content built
29:55
up, but I think again, too, you can still grow, but I think that you'll grow faster and
30:01
more exponentially if you can inject your own persona, your personality because we all
30:06
want to work with you and being that we know, like, and trust, right?
30:09
We all want to say, oh, you've got to get five, so do I.
30:13
That's awesome.
30:14
You're something that we can connect on.
30:15
And so, you know, you've got to put a little of you into it no matter what.
30:19
Yeah, absolutely.
30:20
All right.
30:21
For a second time, let's give people a couple of quick, you know, best practices take
30:25
away in referencing what I saw.
30:28
You present there.
30:29
You have this slide that basically says, do this now.
30:31
I don't know if you remember what I'm referring to.
30:33
Yeah, I do.
30:34
So, I just kind of just saying, people ask me, what should I do in what order?
30:38
I do believe Instagram stories is it for now.
30:41
I think that you need to get on Instagram stories first and foremost.
30:45
I think it's probably going to give you the most engagement.
30:48
You're going to learn more about the people.
30:49
You have much more of an intimate relationship with the people that are on there that you're
30:52
engaging with.
30:53
Then I would do Facebook Live mainly because of the algorithm and the ability to get some
30:58
more organic reach.
30:59
You want to build brand awareness.
31:01
You want people to see you in the feed.
31:02
I don't care if you don't watch Facebook Live videos.
31:04
I don't care if people don't watch your Facebook Live videos.
31:07
What I do care about is the build order fact is you're passing by through the feed.
31:11
So that's really important and then, you know, Live video does help you get really good
31:17
on stories too.
31:18
Live video is the hardest thing to do because you're live and there's something mentally
31:21
that happens when it's even just you and your phone and nobody else there that you're
31:26
like, oh my gosh, I'm live.
31:29
So it does have some extra benefits where you can kind of get better at, you know, public
31:33
speaking or giving your sales pitches or, you know, talking across a client and doing
31:37
a listing appointment.
31:38
All those things will improve.
31:39
Then, I think I said, was it Facebook stories, a camera?
31:42
Yeah, Facebook stories.
31:43
Facebook stories.
31:44
Facebook stories.
31:45
Why Facebook stories?
31:46
People are saying, oh, nobody uses Facebook stories yet.
31:48
Right?
31:49
Okay.
31:50
Great.
31:51
Nobody uses Instagram TV yet.
31:52
So you might as well be the first person that's in the top of everyone's feed for free.
31:57
It takes you one minute a day.
31:59
So what's it hurting?
32:00
I mean, I want people to open up the apps and say, oh my gosh, every time I open it, I
32:04
see your face.
32:05
You are everywhere.
32:06
You're the person I want to work with.
32:07
Great.
32:08
That's all perception and marketing.
32:09
So Facebook stories, for sure, especially now that they've made an announcement that they're
32:13
going on in on it, they're going to be pushing hard on stories.
32:16
And then I do think you need to do, you know, LinkedIn too.
32:20
LinkedIn is really coming back on the scene.
32:23
They're a great content platform.
32:25
They just changed their algorithm last month to help the small creator to get more exposure.
32:30
So it's not all just going to the top 1% like the Richard Branson's and, you know, all
32:35
the big players that are on LinkedIn.
32:37
So definitely, I recommend using all those things.
32:40
But I would say Instagram stories that Facebook live and Facebook stories.
32:43
Absolutely.
32:44
I agree with you on the LinkedIn thing as well.
32:45
I've been testing that recently.
32:47
And the algorithm is definitely playing in favor video views.
32:51
I'm seeing.
32:52
It's interesting as you watch, as you see different patterns, you're like, why did this video
32:54
get like X views and the other one didn't?
32:56
It's still kind of figuring it out.
32:58
But I've really seen like in terms of the view count on Instagram much higher than what
33:02
I've seen on Facebook of recent anyways, but things are always changing.
33:07
It's dynamic, right?
33:09
So that's why it's like you need to be a student of this these days.
33:13
If you're going to stay relevant for the future, which is what we can talk about as well as
33:18
what you see coming for 2019.
33:20
When we wrap up, I want to make sure we cover two things.
33:23
Your book and your flash briefing.
33:24
Let's handle your book last because explaining to the listeners what a flash briefing is might
33:29
take a little bit more time.
33:31
So what is a flash briefing real quick?
33:33
Yes.
33:34
So I have one of my home smart speakers in this room.
33:37
So I'm going to say let's say not the full name, but you'll get all of you where we're
33:44
going.
33:45
So voice is the new future of everything, right?
33:48
I know that sounds so weird in Jetsons, you know, like it's something you can't really
33:52
think about what you're doing with it.
33:54
But remember, we felt the same way about YouTube when it came out.
33:58
I felt the same way about my iPhone.
33:59
I was like, I'm never going to be 600 dollars from an iPhone.
34:02
I have a flip on it.
34:03
And it makes all these things.
34:05
So we just don't know because we don't know.
34:06
But what's happening is, remember, just like this awesome podcast that you have, I can
34:11
do something else while I'm listening.
34:13
I can drive my car.
34:14
I can clean my house.
34:15
I can do these other things.
34:17
This audio is passive.
34:19
And now they're building in all of these smart speakers like Lexi and Google Home and all
34:24
of that into new homes, Lanar and KB are doing it.
34:28
BMW and Ford have them built into the cars, the new cars now.
34:33
Facebook just released portal, which is like an iPad type of visual thing.
34:37
And that has Lexi built into it too.
34:39
So we're just walking around all the time saying, hey, you know, order this or do this.
34:43
But a lot of people, that's where it stops, right?
34:45
They think, oh, you're going to be asking the weather and ordering things and playing
34:48
music.
34:49
Let me give you this example.
34:50
Imagine you're standing in your kitchen and you're talking to your wife or your husband.
34:55
And you're like, you know, babe, we shouldn't really repaint these walls.
34:58
I'm just kind of getting tired of it.
35:00
And then, you know, your spouse says, yeah, you know, and it's just so stuffed in here.
35:04
Now that we have the new baby, that's what's going to happen is a short listen to what
35:08
you're doing.
35:09
And they're going to start picking up on those things just like Facebook does.
35:11
They look at our behaviors and they serve up those algorithms and all of a sudden you
35:15
might get Lexi saying, would you like me to give you five different painters in the area?
35:20
And by the way, are you interested in the market value of your home?
35:23
So-and-so.
35:24
Once you free on street, you go on the way, just sold their home for $500,000 and you
35:28
might say, well, yeah, actually, we are.
35:30
And then there you go.
35:31
You're connecting them with an agent and all of these things.
35:34
That's how it's going to be, right?
35:36
It's not really really standing around giving just these, you know, things, these asking
35:41
devices for X, Y, and Z, they're going to be serving up like in an algorithm.
35:47
What we're asking for, we don't even know it.
35:48
And now people are like, oh, that's so creepy.
35:50
Stop it.
35:51
We love algorithms.
35:52
You love an algorithm.
35:53
You love Netflix that tells you the next thing you should watch.
35:56
And you're like, oh, I'm so glad Netflix told me to watch this.
35:58
It's awesome, right?
36:00
We all need algorithms.
36:01
So-
36:02
All right.
36:03
So let me, let me interject.
36:04
Are you saying, are you saying Alexa's going to interrupt us while we're in the middle
36:06
of a conversation?
36:07
Because that's what people think is creepy.
36:09
You're interrupt, but-
36:10
Okay.
36:11
Excuse me.
36:12
Did I ever hear-
36:13
It only feels creepy because I'm still, yeah.
36:15
Right?
36:16
I know.
36:17
Everything's going to be not creepy soon enough when everything's like robots and-
36:20
Yeah.
36:21
Black mirror.
36:22
Black mirror.
36:23
Netflix.
36:24
Yes.
36:25
It's very black mirror.
36:26
It's very black mirror.
36:27
I'm sure that there were some Lexis that were going rogue and like doing a crazy laugh in
36:31
the middle of the night.
36:32
And I thought that was-
36:33
I would have loved to do one of those people-
36:35
Oh, my gosh.
36:36
I just got chills thinking about that.
36:38
So a flash brief thing-
36:40
Yeah.
36:41
It's just simply a very short mini podcast, a minute, two minutes, three minutes, and when
36:46
I get up in the morning and have my coffee, I say, Lexi, what are my flash briefings?
36:50
And it plays all of these mini podcasts.
36:53
You could have it from any type of variety of content, whether it's news or whether a mortgage
36:57
or a real estate or marketing.
36:59
And that's really the future of how people are going to be taking in information so they
37:03
don't have to read it or they don't have to Google search it.
37:06
It's just there.
37:07
It serves it up.
37:08
So think of it like a YouTube channel.
37:10
You know how YouTube works.
37:12
You know you can go to it and you can search categories.
37:15
And when you find something you like, a channel you like, you can subscribe.
37:18
It's the exact same thing.
37:20
So you have the topics that you want to learn about or hear about.
37:23
You go into Amazon, you can actually go to what they're called skills and you can search
37:29
in that.
37:30
And so I can look for real estate and marketing.
37:32
And I can see all the flash briefings I can choose from when I just subscribe to that
37:36
clutch briefing.
37:37
And that's as easy as it is.
37:38
It will continue to get easier sometimes a little convoluted at this point where you have
37:43
to go here, go here, go here, go here.
37:45
But it is the wave of the future.
37:47
It is where we're going for just marketing in general and content.
37:52
Yep.
37:53
Yep.
37:54
No, absolutely.
37:55
I've been messing around with it for a while too.
37:56
And I do find it very convenient too.
37:57
As you say, you're multitasking, doing other things and you're just like, hey, Lexi,
38:01
read my flash briefings and whatever you've subscribed to, boom, it's going to come
38:04
up with those flash briefings.
38:05
Exactly.
38:06
It's actually really cool.
38:07
All right.
38:08
Good stuff there.
38:09
So tell us briefly about your book and then we'll, you know, we'll wrap up.
38:13
Yeah.
38:14
So my book is called Talking in Pictures.
38:16
I selected that title because the CEO of Snapchat really talked about this profound statement
38:21
that he said, you know, parents look at their 12 year old daughter.
38:23
I wonder why she's taking 10,000 pictures of things they would never care about.
38:27
What they don't realize is she's not preserving memories.
38:29
She's talking.
38:30
And so we are now all talking in images and pictures and sharing our lives.
38:34
Now it really did focus on how Snapchat itself really is the catalyst to change all of
38:39
our communication and behaviors.
38:40
However, the information in it applies to Facebook stories and Instagram stories as well.
38:46
So it's called Talking in Pictures.
38:47
You can find it on Amazon and you can find it really anywhere online.
38:52
Okay.
38:53
And I'll definitely put links in the show notes.
38:54
And by the way, for those listening, I'm always looking for ways for loan officers to
38:57
better engage with realtors and a concept we've talked about a number of times is a book
39:01
study.
39:02
And the number one is just gifting them a book of value.
39:05
Secondly, though, you could do like a small, you know, book study group on this book as well.
39:10
Because you're in front of agents all the time, even those brokerages, KW and all these
39:14
others who have great training, agents are still, they're hungry for this kind of info,
39:19
aren't they?
39:20
Right.
39:21
Yeah.
39:22
Social media is changing all the time.
39:23
Yeah.
39:24
And, you know, it's a real value that you can connect with people and either have an understanding
39:28
of our practitioners and or no people that they can introduce me to for those little
39:32
little tidbits and tips because you're right, you know, we all want to know how to improve
39:36
our business with real estate.
39:38
And there's so many ways to do it.
39:40
And this is an area where people are confused and it seems like too much and they don't
39:44
want to do it and they want further hands up because they just don't know where to start.
39:49
So that is a really great angle to help that client tell us to be able to understand it
39:54
and make the hard stuff easy.
39:55
That's all you have to do.
39:56
So you have to learn how to do the thing and then make it easy and be able to explain
40:00
it to someone.
40:01
You bet.
40:02
And of course we're going to put links to all your social media sites in the show now so
40:05
people can follow you and watch what you do on social media because you're great to
40:10
learn from.
40:11
Number one.
40:12
Lastly, real quick, I don't know, 30 seconds, 45 seconds.
40:16
What do you see coming 2019?
40:17
What are you doing differently?
40:19
Hmm.
40:20
I'm definitely going all the numbers.
40:22
So I've already pre-loaded my flash briefings and going more into the podcasting.
40:27
I'm going to, I have already been really going all in on stories.
40:32
I've been doing that for a number of years.
40:34
What I would like people to kick off for the New Year with is something that when I started
40:39
in stories really helped grow my community and brand and it's very simple.
40:44
I make a rule.
40:45
I call it don't stop unless you talk.
40:47
Meaning don't watch people's stories unless you're going to send a message.
40:50
That will absolutely incrementally increase your community and not only does it do that
40:56
but the algorithms when they are watching who you're watching, they're watching who you're
41:00
commenting on and talking to and what happens is if I'm talking to you quite a bit on my
41:06
Insta story, all of a sudden you're going to start seeing my Insta story a whole lot sooner
41:10
up in the lineup.
41:11
So it's reciprocal, right?
41:12
So it's a way to build brand but it's also a way to really build community and get people
41:17
to know you and you get to know them.
41:19
So do that 60-day challenge where you're talking when you're stalking and also the first
41:23
10 posts in any feed, whether it's Instagram or Facebook, comment on it.
41:27
Comments are really, really important in Facebook.
41:29
That's the number one algorithm trigger right now.
41:31
So you must be commenting and talking and I talk a lot to people and say, less contenting
41:36
more commenting because that's where the magic happens and I make content all day long.
41:41
I'm not saying to stop doing that.
41:42
I'm just saying, we need to be thinking about how we're engaging because there's so much
41:48
content that it's easy to get lost and it's just too noisy, too overwhelming and people
41:54
aren't going to watch or subscribe or listen or engage with your content unless you engage
41:58
you from first.
41:59
Now that's a great tip and I want to thank you for sharing that because I applied that
42:03
when I first saw you talk about it at the conference and so now I make a conscious
42:07
effort to definitely comment.
42:09
What did you call it?
42:10
The emoji is just like the drive-by high five.
42:12
Oh, the social drive-by.
42:13
Yeah.
42:14
The social drive-by is yeah.
42:15
The social drive-by is you actually have to make a comment, no like, no little emoji,
42:19
the hearts that no double tabs down Instagram doesn't count.
42:24
And that's the thing to remember.
42:25
It's a conversation.
42:26
That's really what we're trying to drive.
42:27
It's a conversation and engagement.
42:28
The only way to do that is comment, right?
42:30
Just like here to here, you wouldn't be just sitting there quiet, right?
42:33
You'd be like, no, commenting and engaging.
42:35
So best practice.
42:36
Exactly.
42:37
All right.
42:38
So Chelsea, before we sign off, I have to make sure that we acknowledge you because you've
42:41
got a very special opportunity coming up with a conference that Gary Ve puts on.
42:46
That's like growing in wild popularity.
42:48
And so tell listeners about that because some people might want to go and register.
42:52
Yeah.
42:53
I am so excited.
42:54
I mean, this is like a bucket list.
42:55
Gary Ve is one of my icons idols.
42:57
I'm totally going to Fandrule when I beat him, but this is a conference that's called
43:03
Agent 2021 and a lot of people are like, what's with the name, right?
43:08
Well, so he really wanted to create an event with an end date because he was like, we
43:13
have a short amount of time before the world changes, right?
43:17
So we're going to go out there.
43:18
We're going to get it.
43:19
We're going to do this till 2021.
43:20
And that's it.
43:21
So it's a limited time conference, hugely popular last year.
43:24
It's in the hard rock stadium.
43:25
We are on the field, on the football field.
43:28
There is a mortgage track.
43:30
There is a real estate track.
43:32
And it's the top minds.
43:33
And it's actionable items and tips.
43:35
It's not high level stuff.
43:37
It's like, hey, this is how you do this.
43:38
They're having Instagram will be there.
43:40
They will be hosting Instagram Story Treaties with Instagram.
43:43
How cool is that?
43:44
And then I'm one of three people in the real estate world who were blessed to be chosen to speak.
43:50
And I'll be talking about building your personal brand in a digital world.
43:54
And then it's on the 17th of January, 2019.
43:57
All right.
43:58
So January 17th, 2019, I'll put a link to the registration page in the show notes.
44:03
Yeah.
44:04
That's a huge honor.
44:05
Congrats.
44:06
Thank you.
44:07
All right.
44:08
Awesome.
44:09
I know we both have another meeting to go to.
44:10
So I can't thank you enough for being here and passing on your great wisdom.
44:13
And thanks for what you do for the real estate and mortgage space.
44:16
Oh, thank you so much.
44:17
It was really fun to be here.
44:18
I appreciate the offer.
44:19
Oh, you bet.
44:20
And listeners, as always, if you like what we're doing here, please let us know.
44:23
Leave a little comment out wherever you're listening to this, you know, on podcast channels
44:28
or on the blog.
44:29
And we appreciate you.
44:30
And we'll see you on the next one.
44:31
Bye for now.
44:32
Thanks for listening to mortgage marketing radio.
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One more truth in mortgage marketing.
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