Latest / Mortgage Marketing Radio / Modern Marketing Tips for Loan Officers With Neel Dhingra

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Modern Marketing Tips for Loan Officers With Neel Dhingra · 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
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of the case study today.
0:47
You'll find actionable insights and practical tips that Chris used to close 36 million
0:52
in funded loans from agent referrals and how you can, too.
0:56
Don't miss out.
0:57
Go check it out right now, visit LOKestudy.com and download your free copy today.
1:03
Hey, listeners, what's up?
1:10
This is Jeff Zimfer and welcome back to another episode of the mortgage marketing radio podcast.
1:16
So glad you're here, happy you're tuning in.
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And once again, as a friendly reminder, I know things are crazy with a refi boom, capacity
1:23
issues and so forth.
1:24
But I'm already hearing it from loan officers that some of the refi volume is tapering off
1:29
a bit and let's not forget we've got a plan for what's around the corner, right?
1:34
If you've tuned in enough, you know, I've been talking about planning your business six
1:38
months, 12, 18 months down the road.
1:40
What does that look like for you?
1:42
What are your blind spots?
1:43
There's lots we could talk about.
1:44
But for the sake of today, time right now, you and I both know that the future of your
1:49
business is going to be in the relationships that you've developed, both your past client
1:53
relationships and your referral partners.
1:55
If you're looking for a better, more effective way to never have to call, call agents again,
2:00
but double your agent referrals, I invite you to check out the mortgage marketing pro membership.
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It is our turnkey library of online zoom ready to go classes for you to teach a track
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agents drive conversations and referrals by leading with an educational platform that
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You're only one agent class away from doubling your purchase money referrals and building
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sustainability and predictability into your business.
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You can go watch the brief video overview to check it out.
2:37
You can go to mortgagemarketing.pro forward slash join.
2:40
I'll put a link in the show notes mortgage marketing.pro forward slash join to learn more
2:46
there.
2:47
Okay, my special guest this week, this is a conversation round two with Neil Dingra.
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Neil is an amazing mortgage professional up in Reno, Nevada, and if you don't see him
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or follow him, you definitely should.
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I'm going to put links to his pages so you can follow him on Instagram and YouTube.
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He's creating amazing content for us in the mortgage industry.
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He's being an example of what to do that's right in the mortgage industry for building
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a personal brand and content and adding value to real estate agents to grow his business.
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He's literally 4x this business since getting on this whole content marketing digital marketing
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plan.
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And so this is my second conversation with Neil.
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We sat down in Vegas recently just had side by side on the table at a pretty candid chill
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laid back chat about marketing strategies, modern marketing tips, that work, a couple of
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stories that I think you'll find relevant in there that you can take a couple of these
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ideas and apply them to your business or share them with your agents, your referral partners.
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So I hope you enjoyed this episode without further ado.
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Let's get into this week's show.
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Hey guys, welcome back to the Neil home podcast today.
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I'm with Jeff again.
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We did a episode together back in when was it October, somewhere in the fall before all
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this COVID stuff.
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So it feels like a lifetime ago.
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And that episode, although it wasn't like a huge audience, very narrow audience for specifically
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for mortgage originators, got the most feedback and I got the most comments about, hey, that
4:10
really helped me or hey, I like those ideas.
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So I wanted to bring Jeff back on and get together because I know we got some good value out
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of the last one.
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So right now, just getting straight into it, like we're in the environment, 2% interest rates,
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lowest rates ever, mortgages and homes are like literally selling themselves because of
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the current environment.
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The market we're in is on fire because money is basically free, it's cheap.
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Every client you've ever done alone for is potentially eligible to refinance.
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Anybody you talk to, once you tell them potentially what their payment would be, is in the market
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to buy.
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As long as there are part of this 89% who is still employed and still has the ability
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to purchase a home.
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So like in that environment, are you hearing, like are you seeing this, what I'm seeing
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is like people are not marketing themselves anymore.
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They're kind of heads down and they're not marketing, they're just on the top of the mountain
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pounding the chest.
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I'm having a record month, I think like all this easy sales is going to people's heads
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and they're kind of taking their eye off the marketing.
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Yeah, there's a variety of things happening.
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It's kind of like this swirl of the vortex that they're caught in, right?
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Because of everything you said, historically low rates, pent up demand that happened while
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COVID was going on.
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We've got the millennials, which is this big, you know, the largest segment of home buyers
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in history and they've aged out over the last few years so that more and more are coming
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into the market with the capability to buy and that's kind of the misperception.
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I'm glad you brought up the unemployment thing because the reality, while we do have
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like the significant job loss claims that happened because of COVID, the reality is nobody
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talks about the flip side of that where we have like 180 million people employed, you
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know what I mean?
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And the people who lost their jobs, you know, you know, all props to them and like I feel
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for them, but most of those jobs were in the, what they call the renter segment, you know,
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which is the hospitality, bars, restaurants, all the places we can't go, right?
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And yeah, like the same thing is like, we don't want to just minish any of those people
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struggle because that sucks.
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Yeah, like you own a bar, you own a fitness gym and you didn't make it through that sucks
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and I feel terrible for that.
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But the thing is majority of the people in the hospitality and that industry that are
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most affected by this weren't in the market to buy anyways, so it really hasn't affected
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the mortgage industry yet.
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No, no.
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And that's why we're seeing the housing market do so well is because of all those factors.
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So back to the way you opened that up, the question about how do I see loan officers responding
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or reacting to that?
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Yeah.
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You see the posts say greatest month ever, all that kind of stuff.
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And I think like I was on a call earlier this morning and I was asking people, what's your
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balance of refive versus purchase and everybody's refive heavy, right?
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Which I understand I get it's the market of the moment, we have to take advantage of that,
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but also some of them admitted that they were letting their realtor relationships kind
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of fade away, you know, referral partners or other sources of business, which of course
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is always like a red flag, you know, that always for me is a cause of warning because it's
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the historical thing, you know, we've heard it, if you've been in this business long enough,
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you leave your realtor relationship, your spouse, right, your friends, if you don't
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water the garden, I mean, imagine you left your, I say, you know what, it's really attractive
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over here.
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I'm going to go over here for a couple of months, you'll still be here, right?
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No, it's not going to go well because somebody else is going to come knocking on the door
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and be like, hey, you know what, I'll give you attention.
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So I think that's just kind of a reminder that people are aware of, they like consciously
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are like, oh, I know I should pay attention to my referral relationships, but are you doing
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it?
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And I know it's hard, I know it's hard because we're all overwhelmed with capacity.
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So I would just say that, look, we know this isn't going to last forever and so make sure
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you're doing whatever you can to invest in those relationships.
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Big time, yeah, that's a really good point because here's what happens, it happened in 2016,
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and I remember it and it's happened before that as well many times where you have a heavy
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pipeline of refinances, the market trains you to be complacent.
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So it's giving you gifts after a gift, after a gift, pretty soon you think you're the
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best L.O. in the world because you're having this record month, record income.
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You kind of lay back on the marketing, you lay back on taking care of your past clients,
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your relationships, the referral partners, builders, all that stuff.
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So what happens is like something will happen, the kind of those starts to improve, it's
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happening slowly, the Fed will come out and say something like, okay, we're going to
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think about easing up on the purchase of mortgage bonds.
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Just the sentence of that is going to come out somewhere and it's going to trigger something,
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they called it last time the taper tantrum.
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And I remember it was like May and we had probably hundreds of refives in the pipeline.
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We were like, you know, high five in every month, record month, record month.
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And it felt like overnight, it was probably over a week, but it happened where rates
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shot up, probably a full percent in a few days.
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And all those deals were dead now, okay?
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So whatever was locked is obviously going to close, but next month, you know, you're not
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going to have that business.
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And so I think, yes, take advantage of the opportunity, help your past clients first.
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So right now we're not doing any marketing to new clients, but I'm doing is like I'm
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trying to take care of my clients first because I know literally everybody in the market
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is eligible to refi.
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And there's huge lines of people waiting, you know?
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So they're all trying to, I look at it like the industry wasn't made for this.
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So I look at like as concert, right?
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We go to concert, you like the food fighters, right?
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So there's 10,000 people at that concert, whatever.
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There's like 20 porta-potties, right?
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Just think like what if, yeah, like what if every single person had to take a leak at
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the same time?
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Like you can't complain that how are you guys not ready for this or why is turn times taken
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long?
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Nobody anticipated being ready for all of these people to come in at once.
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So like we're dealing with the best we can.
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There's everyone's trying to hire and stuff.
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So it's kind of hard to keep up with it, but I would just say like take care of your best
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people first.
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Like you know, make sure your team, make sure you're not like neglecting people because
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this will end and then you'll be left with, you know, your best people.
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Absolutely.
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Got to invest in your people, your team.
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I know I'm seeing where L.O.A.s are working 12 hours a day, weekends, they haven't had
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a vacation in months, and now we're in vacation season, right?
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And so what are you going to do?
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How are you going to adjust?
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And so one of the things that it's funny when I'm coaching L.O.s is, you know, that's
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one of the first errors that we look at is how often do you talk to your L.O.A.
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And the most, like the biggest response I hear is like, oh, I talk to them every day.
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I'm like a scheduled call or random one off call and they're like, oh, I just pick up
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the phone.
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I'm like, really?
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How efficient is that?
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You know what I mean?
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So one of the things I try and like guide people to do is have a structured schedule call,
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you know, X amount of times per week.
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Most people don't do it enough.
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Mostly it's random, you know, one off emails and it's chaotic for the amount of volume
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we have.
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You know, you've got to get in front of those little issues early and delayed whatever.
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So that's like in terms of like the stress that I know L.O.A.s are feeling.
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More structure in your day, more scheduling of those high priority conversations with
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your team because that's going to make his or her life a lot simpler, but yours too,
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you know?
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Big time.
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Yeah.
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And you know, like with the realtor marketing you talked about where we're kind of neglecting
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or not really investing in those relationships anymore because you're so busy.
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The problem is other people who do, the few that do, are going to take those relationships
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or they're vulnerable.
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Your relationship is vulnerable and what I'm finding right now is anytime I do something
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that would be helpful to real estate partners right now, it's crushing because no one
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is doing it right now.
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So if you call the agents out right now and they're like, you know, like they're surprised
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to hear from you because nobody's doing that marketing.
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When rates go up, all of a sudden they're getting blasted.
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There's all the funny memes about like, you know, the L.O.A.s who wants to take you to
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coffee.
12:13
Oh, yeah.
12:14
All of a sudden, yeah.
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I guess it's shown up.
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We've all seen those memes before.
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Don't be that person.
12:18
Exactly.
12:19
So like now, if you do something valuable, it's going to work even more than when the
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market normalizes because simply nobody's doing it because they're all busy with the
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business.
12:29
Yeah.
12:30
So let's get tactical because people like tactics, right?
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You got any suggestions on how people can still stay in touch or stay top of mind without
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it having to take too much time?
12:39
Yeah.
12:40
So I'll give you a really good piece of advice that worked for me just now and anybody
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could do this, right?
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So what is the one question that customers are asking a lot of their real estate partner
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and of lenders?
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It's how is COVID going to affect the real estate market in my community?
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How is real estate going to crash?
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Because last time we're in a recession right now, last time we were in a recession, real
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estate prices collapsed, right?
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So that question is top of mind for many consumers and real estate agents are getting that question.
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A lot of people are on the fence whether to do this.
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So why not create a piece of content that talks about how today's market compares to
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the 2008 market?
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And when you go through those data points, you'll find that this recession is not related
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to how the facts of the real estate market are such that you cannot reasonably say that
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housing is going to crash because of the inventory, because of rates, because of all this
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stuff, right?
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So now if you go through those facts and I have a video on my YouTube channel, I would
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tell people like, look at my video and just duplicate it.
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You can just steal it.
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I don't care.
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Because it's going to have an audience wherever you do this, right?
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I've already posted it and it did well.
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So create that piece of content and send it to all of the agents and all of your past
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clients and you'll find that so many people will thank you for that information.
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And then now, if you want to follow up with those agents afterwards and the ones that
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respond to that or watch the video, you'll be able to connect with them and talk to them
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about business and things like that and they can share that information with their clients.
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So think of like how you could help the realtor sell or explain things to their client.
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Create like I was almost creating the content as if I'm the real estate agent to help the
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agent because now the agent can be like, Hey, when a client asks me, is the market going
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to crash?
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They can give them a fact-based answer rather than just emotional sales-y type stuff.
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So there's so much in there in terms of opportunity and what a great idea of ways to leverage
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that, not only just saving time, but think about like the ripple effects of a video where
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it's you, the loan officer, saying, here's why this is not 2008, right?
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And then you give some facts and data about why, et cetera, et cetera.
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And think about everything you just said there.
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Number one, that's a great video for you, your clients, your prospects on your social
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media.
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Two is you contact your realtor's.
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It's like, Hey, do you have anybody who's like on the fence or wondering, like, should
15:02
I buy or not right now?
15:03
I got a video, like you said, let me send it to you.
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You can read or use it, whatever, or like, you already have a relationship with the realtor
15:11
and they want to send you referrals.
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Hey, tell you what, why don't you have them watch that video first, send them that value,
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or you can send it to them after they talk to you, whatever.
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The point is, it's this great idea, execution is the key, right?
15:24
How many are like doing that?
15:26
Well, you can do it with your phone.
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You can do it with the camera.
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We did it just in the office one day.
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I think it took us, me and Eric did it.
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I think it took me five minutes to shoot it.
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Sorry, the video is seven minutes.
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So it probably took me two takes.
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So it's like 15, 20 minutes to shoot it.
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And then Eric took probably a few hours to edit it and put it together.
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But you don't have to do it with all these graphics and things.
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You could probably do it with your phone.
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Yeah.
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So what we do is, afterwards, we email that out to all the, I have a database and I just
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email it out.
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If you don't have an email platform, I would just go to MailChimp and send it out through
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there.
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And if you don't have all the real estate partners emails, you can get this from the
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local association of realtors, everybody who you've ever dealt with, you can just put
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together that list, even if it's not robust at first, just send it out.
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And in that email, just say, hey, I know you guys are getting this question from your clients.
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So what I've done is I put together the facts on how the market compares.
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And what we're finding is that housing is poised to do really well in this recession
16:27
as compared to other ones.
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Not all recessions are created equal, check this out.
16:31
And I got amazing feedback from that.
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And then what happens?
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So after you send that video out, now you've just elevated yourself.
16:39
Because right now, loan officers, the content that you get in the email from loan officers
16:43
is the canned corporate spam.
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Same as lame.
16:46
Yeah.
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And this video is like, stands out completely, right?
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Because it's you educating people.
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So now, as soon as your stock just went up with everybody who watches that.
16:58
And then you can turn that into business.
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What happened for me was, a lot of people watched it, maybe a thousand people or so.
17:04
And then from that, I started to get more referrals, right?
17:08
Was that the people who watched a thousand, was that on YouTube, or is that a multiple?
17:12
Yeah.
17:13
So what I do is I use YouTube to house the video.
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So I put a post on YouTube.
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And then in the email, I put the thumbnail with the play button on it.
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And that thumbnail is hyperlinked to the video on YouTube.
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Got it.
17:27
But that's where your thousand views, most of them are on YouTube.
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Yeah, they're on YouTube.
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I did post on Facebook and Instagram just in case.
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And maybe a couple of hundred views on each of those platforms.
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But like the point of all this is like, you don't need to go viral.
17:39
You don't need to be like influencer style.
17:40
You don't need a huge audience.
17:41
You just need a few hundred people to watch it video.
17:45
And that's going to generate business for sure.
17:48
Like I think the metrics people have are all wrong.
17:51
What do you mean?
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Like they just think they need a huge audience.
17:53
You need a bunch of followers.
17:54
You need a big, like if you just send it out to the people who you've already done.
17:58
Everybody has a database.
17:59
I mean, even your past clients should see that because they know people that want
18:02
to buy or revive, you know?
18:04
So yeah, that's the name of the game now.
18:06
It's just awareness becoming known and then just, you know, serving, like show up with
18:10
value.
18:12
And L.O.'s get so much in the business of doing, working in, is the one to make sure
18:18
I say this, working in the business instead of working on the business.
18:22
You know, like the crafters, they're craftsmen or craftswomen.
18:26
I love crafting alone and structuring alone and all that.
18:29
Oh, that's cool.
18:30
But you also need to, you know, reach out to other people.
18:32
Some people do a great job of it.
18:34
Some don't.
18:35
But let's just say you're that guy who's excellent at structuring deals, right?
18:39
You don't necessarily like networking and talking to people.
18:41
That was me.
18:42
That's me to the, to the tee because I'm like, I could come up with a solution.
18:46
I'm great with the files.
18:48
Yeah.
18:49
And then so what I found was the problem with that is the only people who know that
18:53
I'm good at that are my past clients and these few referral partners and nobody else.
18:58
So why not just talk about those situations?
19:01
And it could be as simple as talking head to the phone.
19:03
I'm like, you know what?
19:04
This client came to me.
19:05
They've been denied by two places.
19:07
I figured out a way to restructure it this way.
19:09
And you know what?
19:10
It just shows you like working with the right person matters because now these people
19:13
are going to be in a house.
19:14
You know what I mean?
19:15
Like something like that.
19:16
What does that take me 10 seconds to say or 15 seconds and that video will lead to business.
19:22
But like nobody shoots it.
19:23
Yeah.
19:24
You know, so many people talk about branding and everything like that, but your reputation
19:28
is part of your brand.
19:30
Like are you known for the person who gets stuff done?
19:32
Yeah.
19:33
Like how many LOs do you know?
19:34
I know this from interviewing LOs when I talk to them and they're like, well, people,
19:38
the realtor's know that what I say is gold.
19:42
Yeah.
19:43
And if you get a reputation strong enough like that, like they trust your word, man, you
19:46
never have to worry about business again.
19:48
Yeah, but imagine doing that and then having not just those 10 people know that's gold,
19:53
but every agent in your market know that you're gold.
19:56
What happens then?
19:57
Now you can't handle it.
19:58
You know, then you got to hire people to help you.
20:00
But that's like scaling, like you just said, it's your reputation and I think everybody
20:06
thinks too small.
20:07
We need to scale the reputation.
20:08
Well, that's funny.
20:09
I mean, I deal with this with agents all the time when I teach them classes.
20:13
You know, one of the questions I ask them is what's more important?
20:17
Getting great results for your clients or being well known, right?
20:20
And then the debates begin.
20:22
And of course, both are important, but here's the truth, right?
20:26
It's like you said earlier, if you can be great at your job, but if nobody knows it, if
20:30
you're the best kept secret, then what does it matter?
20:33
So yes, you have to be able to perform and deliver, right, and produce results.
20:37
But we're in a business that requires us to be known.
20:39
We have to be known.
20:41
And whatever channel or whatever means you have for being known, Facebook ads or referrals
20:46
or whatever it is, you still have to be known.
20:49
Yeah.
20:50
And just not to leave the real estate agents out because I know in my podcast a lot of
20:55
people watch and listen to our real estate partners, our real estate business people.
20:59
So like, what advice, yeah, what advice are you giving to realtors?
21:04
Because they kind of got the short end of the stake because when everything got shut down,
21:09
we got busy with loans and refines and things like that.
21:11
And then that kind of kept us going as things started to open back up.
21:14
But the realtors, some of them took it pretty rough because they couldn't do open houses.
21:18
They couldn't even show property in certain states.
21:20
Now things are starting to get back out there.
21:22
So what should they be doing in this environment to kind of build their brand?
21:27
Well, yeah.
21:28
So I have a passion for realtors.
21:29
I'm going to work with them for like 2003, right?
21:32
And I teach a lot of classes to realtors.
21:34
And so I think the answer, I don't want to sound insensitive, but the answer once again
21:40
comes back to like the old adage, it's like survival of the fittest.
21:43
No, it's survival of the most adaptable to change.
21:47
Those are the ones who actually survive.
21:49
These great catastrophes in nature throughout the so-so Darwin, that whole quote.
21:54
His actual quote was, the most adaptable to change are the survivors of make the fittest.
22:00
So how does that relate to real estate?
22:02
Well, when stuff changes and how fast do you adapt?
22:05
How fast do you pivot?
22:07
So you couldn't do the in-person open houses.
22:09
I saw a lot of agents quickly learn how to do virtual tours, virtual open houses and
22:14
things like that.
22:16
Because when COVID hit, here's what COVID did.
22:18
It accelerated all the stuff we've been telling ourselves we should do.
22:23
I should get on video.
22:24
I should get on social media.
22:25
I should.
22:26
I should.
22:27
I should, right?
22:28
And you should all over yourself, right?
22:29
But the point is, it's like, if not now, like when COVID happened and all you had was
22:34
your phone to communicate, if you didn't pivot and use that, that's on you, because that's
22:41
all you had.
22:42
If you want a stranded desert island, you need food shipped to you or something.
22:45
Are you?
22:46
No, the video's not for me, man.
22:48
You know what I mean?
22:49
Do you want to eat?
22:50
Do you want to survive?
22:51
Pivot and use the tools.
22:52
Yeah.
22:53
I mean, I think of this as like, this COVID thing just accelerated the digitization, I guess
22:59
is how you would say it.
23:00
Digital real estate should.
23:01
Yeah.
23:02
So what happens is like, it would have already been underway, slowly going and it's moving
23:06
at a snail's pace because it's such a traditional, you know, face-to-face, belly-to-belly
23:11
industry.
23:12
So now what happened was once you took that out and you had to do this, it accelerated
23:16
it and I know for a fact because the traffic to Redfin, Zillow, realtor.com has doubled
23:22
from, you know, April, May, June, year over year versus the prior year.
23:27
Just the traffic alone to the websites is 50 to 100% higher than it was last year.
23:31
And that's a straight data point that anybody can pull up on these company's earnings calls.
23:36
So if that's the case and all these people are looking for information and stuff online,
23:41
like, you know, why they would also be probably even more apt to get it from a local person
23:48
on the ground in their market rather than from this national company.
23:52
But the problem is these local guys aren't putting out any information and I think what
23:55
they think is, I think they believe that this information is boring.
23:59
But here's the thing, like news is huge right now.
24:01
People love watching stats on coronavirus, they love watching the market.
24:05
So if I'm watching the stock market because I want to know what's going on with the economy,
24:10
like, do I necessarily need to be a day trader to watch that?
24:14
No.
24:15
I just want to know because I have a 401k because I'm curious.
24:17
So like with your house, you don't necessarily need to be in the market to be interested
24:20
on what's going on with the market.
24:22
So I think so many people shy away from like these market reports because they're kind
24:25
of stale and boring.
24:26
But there's a way to do it in a more present, you know, relevant way and that's a great
24:31
piece of content that every realtor should do that I've seen probably, you know, as
24:35
far as like how COVID-19 is affected the real estate market, I've seen just a few in my
24:39
market, maybe two agents, three agents have done it, nobody's done it.
24:44
Why, you know, so I don't know what the deal is, but they're not putting it out there.
24:47
Yeah.
24:48
And the experience is very, that's the one thing about real estate.
24:50
It's very local, right?
24:51
Because when I was doing those classes, I remember there was one week or I think I did 10
24:54
in a week and the class was like, your next 90 days, how to pivot your business for
24:59
after COVID-19?
25:01
And I was dealing with people all over the different New York to wherever, all over the
25:05
country.
25:06
And as you know, people had different shelter and place requirements.
25:08
So some people were still able to like succeed differently than others.
25:13
But the point is it's, it's, it's changed.
25:15
I think consumer expectations have been, have changed.
25:18
You know, we don't know what'll happen five years from now, just like post 9, 11 people
25:22
got back on planes.
25:23
Obviously people are going to go back and want a social, that's the one thing that's
25:27
very clear is that we crave that face-to-face human connection, like the Zoom thing and all
25:32
that.
25:33
That's good.
25:34
But it's, it's not the same, you know what I mean?
25:36
And as far as like, like you just brought it up with the virtual tours, these things like
25:42
online, I would tell real estate agents this, like if you're in your market, you know,
25:46
you probably have a variety of listings, you have, you know, entry-level homes, mid-level
25:50
and then you have some high-end luxury homes.
25:52
If you are lucky enough to have a luxury listing now or in the, in the near future, I would
25:58
use that as a golden opportunity to create a really cool piece of content.
26:03
And I would kind of use this, not necessarily sell that house, even though you might get
26:06
lucky and it might sell the house.
26:07
But I would use that to create a really cool video.
26:12
If, if somebody has questions about like what type of this, I have probably several examples,
26:15
like leave a comment or send me a message and I'll send you a link to an example.
26:19
But basically what it is is like, there's a few agents who I saw do this in the market
26:22
and they crushed and they made the house famous.
26:26
So it's like, their tagline was like, I'm going to make this house famous and they
26:30
read a really cool, fast, interactive video in the house showcasing it.
26:35
And then afterwards, the leverage that they got from that video was crazy because then
26:39
when a client reaches out, they're like, dude, you're the guy from that cool video.
26:43
And so like I think people don't realize what's the point in spending this time, you know,
26:47
money on one video, it's not that you got to squeeze it.
26:51
And that video is going to lead to business, you know, months and months down the road.
26:54
So you'll be the guy that makes homes famous, you know, like I have a cool marketing plan
26:58
that nobody in my market does.
27:00
Here's what I do when I get a luxury listing or a high-end listing.
27:03
And it also elevates your brand because they're seeing you with this beautiful product,
27:08
you know, like it's just cool.
27:10
And for the right property that makes a lot of sense, it makes me think of a video I was
27:13
watching earlier about an agent in Orange County, California, Tim Smith.
27:17
He's a huge agent with a cul-de-banker, I think, one of the top agents in the country.
27:22
You know, he spent 50 grand on one video, and I'm not saying that anybody should do that
27:28
or could do that.
27:29
But I'm saying the lessons from the video are this as you compare it to other mediums,
27:33
direct mail, whatever.
27:34
And that is this.
27:35
When you start looking at the metrics for his exposure, I forget what the numbers are
27:39
and how many thousands of people watch that video.
27:42
And then he can then, of course, take that video and then leverage that to repurpose it
27:47
and run ads with certain demographics and all that kind of.
27:49
So the bottom line is why make the digital shift in part reach, right?
27:54
Yeah.
27:55
Because you're going to be able to scale and reach more people and cast a wider net.
27:58
Yeah.
27:59
And that means more potential clients, more people who know you.
28:01
But to your other point real quickly is make the house famous.
28:06
Now when you've got these buyers, maybe it's a higher-end buyer, maybe it's not.
28:09
It doesn't matter.
28:10
People want to work with good people, quality people, people that they like, people that demonstrate
28:15
proficiencies.
28:16
And all of a sudden you're like, wow, man, you're the guy that did that video or whatever.
28:19
It's like, cool.
28:20
I want to work with you.
28:21
Wow.
28:22
Look what you could do for my house.
28:23
And again, I'm not saying that's right for everybody.
28:27
But if you're holding back and thinking gosh, is it worth it, hopefully we don't have
28:32
to convince anybody of that.
28:33
Yeah.
28:34
And I'll give, you know, specific links to videos.
28:36
And they're all throughout the age spectrum.
28:38
There's a rilter who's in his 20s doing a cool video and he's into dance and he incorporated
28:42
that.
28:43
And then there's another guy who's older and just did a really cool different type of
28:45
video.
28:46
And I've seen people do this in their 40s, 50s.
28:48
I mean, like, so age is not an issue.
28:51
I know a lot of like the average age is getting up there.
28:53
There's a seven.
28:54
Yeah.
28:55
So before we sign off real quick, you wrote a book called Distrupt or Die.
29:00
You just brought me one.
29:01
Thank you for doing that.
29:02
Can you really quick tell us what people get out of this and then kind of promote it?
29:07
So the subtitle is How to Survive and Thrive, the digital real estate shift.
29:12
I really wrote it because as I was, you know, going around the country, both in-person
29:16
and virtual teaching classes, hearing people's responses, both agents and lenders, there's
29:23
a couple things brewing for me.
29:24
And the two primary things were one, there were some people like we alluded to a moment
29:30
ago, which is like, ah, the digital shift.
29:33
I've been hearing about it for years.
29:34
I don't know.
29:35
Is it real?
29:36
Is it for me?
29:37
Or I got all these issues about shifting?
29:38
I don't know like how I look on video, right?
29:41
All that stuff.
29:42
And then the other thing that I would hear was people that are following these big gurus,
29:47
which is just like, you have to be here.
29:48
You have to do, you have, you know, all these half-tos, right?
29:52
And it was this perception of, well, does old school real estate work?
29:57
Does postcards work?
29:58
Does farming work, you know, those kind of things?
30:02
And look, I'm collecting these stories from agents and lenders all across the country
30:05
and saying, here's what I came up with, everything works.
30:08
Just not for every one all the time, right?
30:11
You've got to just, based on where you are in the country, what your local market is like.
30:15
Like doing business in Manhattan is doing, is different than doing it in Idaho, you know,
30:19
what I mean?
30:20
And so you have to just accordingly for that.
30:21
So I wanted to bring stories and examples of people succeeding every day, loan officers,
30:27
you know, people who aren't mega-producers, agents as well,
30:30
and show them these are some examples of people who embrace the concepts of going on a social
30:36
platform or doing video or whatever the thing is.
30:39
And then there's some more traditional examples just to show you, look, if you're looking
30:42
for encouragement or direction of for how and what's my path forward, that was the intention
30:47
of the book.
30:48
And there's a companion course that goes along with it, which is full of a bunch of videos
30:51
and it's all free and all that kind of stuff.
30:53
So if you want to, want me to tell them where to get it?
30:56
It's disruptordiebook.com, check it out, and that's it, man.
31:01
That's awesome.
31:02
Well, cool, nice to catch you up with you again.
31:04
And thanks for doing this.
31:05
Guys, if you have questions for Jeff or for me, you can hit us up.
31:09
You can find either of us on Instagram, Facebook, LinkedIn, where everywhere that you should
31:14
be as well.
31:15
And we'll see you guys on the next episode.
31:17
Bye for now.
31:18
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