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Insider Video Marketing Tips from a Top 100 Agent Team · Mortgage Marketing Radio

• 0:00
  In today's highly competitive mortgage industry, building profitable relationships with
• 0:04
  the real estate agents is essential for success.
• 0:06
  However, finding effective ways to secure agent relationships can be a challenge.
• 0:11
  With so many mortgage loan originators vying for the attention of real estate agents, it
• 0:15
  can be difficult to stand out and establish meaningful connections.
• 0:20
  Our new case study featuring loan officer Chris Cogill is a must-read.
• 0:25
  Chris has closed a remarkable 36 million in funded loans from agent referrals.
• 0:31
  And in this case study, he shares his proven strategies for building strong relationships
• 0:34
  with real estate agents and leveraging those relationships to drive more business.
• 0:39
  To get your hands on this resource, head over to LOKestudy.com and download your free copy
• 0:45
  of the case study today.
• 0:47
  You'll find actionable insights and practical tips that Chris used to close 36 million
• 0:52
  in funded loans from agent referrals and how you can, too.
• 0:56
  Don't miss out.
• 0:57
  Go check it out right now, visit LOKestudy.com and download your free copy today.
• 1:03
  Hey listeners, Jeff Simper, welcome to this episode of the Mortgage Marketing Radio
• 1:13
  podcast.
• 1:14
  If you're looking for the next step with me, you want to connect at a deeper level.
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  We want more access to some of the good content we're putting out.
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  to make sure that we maintain the integrity and quality of the group so that we have meaningful
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  engagement, content and conversations.
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  That's the purpose of being there.
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  Hey, also you want to follow me on Instagram.
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  Just look me up at Mortgage Marketing Radio.
• 2:00
  That's the place to check me out there as well.
• 2:02
  I personally just so you know, I'm working on some stuff where I can try and do content,
• 2:07
  more content, right?
• 2:08
  Such as video, going live, that kind of stuff.
• 2:11
  So that's going to go down in the socials.
• 2:14
  Within the Facebook group and on Instagram.
• 2:16
  So check me out over there.
• 2:17
  All right, this week my special guest, this is something you might want to consider sharing
• 2:21
  with your real estate agents as far as an episode goes.
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  Why is that?
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  Well, I thought it would be interesting to do a little twist on an interview, right?
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  Because many of the times when we're talking about video marketing, for example, you're
• 2:36
  going to hear from people who are doing video, right?
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  Now, typically you're going to have somebody that I bring to you that's a loan officer,
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  for example, or maybe it's somebody who's a vendor or provider of a platform or service
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  that might happen to offer video, I don't know.
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  But I thought it'd be interesting to do something differently.
• 2:53
  So this week, my special guest is Brian Kochi.
• 2:56
  And Brian is interesting because of what he does.
• 3:01
  He is the, I don't know his exact title, but let's just call him chief videographer and
• 3:06
  head of videography, if you will, for Kyle Whistle.
• 3:12
  And for the Kyle Whistle Realty Group EXP in San Diego, California.
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  And what's even more unique and interesting about that is Kyle's no slouch when it comes
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  to video.
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  Kyle has no slouch when it comes to producing content either.
• 3:30
  Kyle has a team of approximately 50 agents underneath him.
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  And Kyle has been at the forefront of producing content, video content for quite a number
• 3:43
  of years now.
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  And it's clearly a big part of his overall marketing strategy that drives business to him.
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  So I thought it'd be interesting to have Brian on the show because Brian heads up all the
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  video for Kyle, for the office, for the team and helping them with strategy and content
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  and what to produce and video ideas.
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  And we walk through that.
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  This thing's got a lot of nuggets into it in terms of like what are the, what are the
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  videos that Brian thinks agents should produce, right?
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  The top videos that every agent should produce and we walk through kind of a strategy
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  for that.
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  We walk through kind of a filming strategy.
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  I think, you know, you'll, you'll set yourself will hear ideas on this podcast about
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  video for yourself, but you also hear some ideas that are worthy for sharing sharing
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  with the real estate agents.
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  So back to Kyle for a moment, right?
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  Kyle Whistle Realty.
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  It's a family owned company.
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  He's, you know, been in the real estate business for a long time.
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  His family's been in the business gosh, since the 70s, I believe.
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  And Kyle has been ranked him and his team.
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  It's been ranked the number one team in San Diego County and ranked as high as the number
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  76 team in the United States by the Wall Street Journal, Zillow and Trulia.
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  So these guys are doing some serious volume.
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  At last time I checked, it was definitely well over 300 homes a year.
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  So top producer, a look behind the scenes insights from the videographer for a top-producing
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  team for Kyle Whistle and over 50 agents.
• 5:08
  I think you're going to join this episode.
• 5:10
  And if you do, hey, do as a favor, make sure you take a moment and leave us a review and
• 5:14
  share this with you.
• 5:15
  Somebody else that you think you that might find it relevant.
• 5:19
  So without further ado, let's get into this week's show.
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  Brian Coachy, welcome to the show.
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  Thank you so much for having me.
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  Thank you for being here.
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  I know you're incredibly busy.
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  And people are asking, demanding a lot from you from your time and all that.
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  So I wanted to, I don't know if you get asked to do podcasts, so often, do you?
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  Fairly.
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  I had one last week and in about an hour or so, we're going to be filming our own podcasts.
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  So yeah, I'm on a podcast about every week.
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  Okay.
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  All right.
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  So well, all right.
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  I wanted to do something special for you, but I guess you already have it.
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  This is special.
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  This is extremely special.
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  All right.
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  So for the listeners who don't know who Brian Coachy is, tell them, what do you want
• 5:55
  them to know about you?
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  So I am the media director with Whistle Realty Group.
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  I've been with Kyle Whistle here in San Diego for the last almost seven years now.
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  And I came on, hired on as his media marketing guy, which that means as any time we need
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  photos or video, that was my job.
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  I've since grown into the role of media director.
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  I've got two photographers slash videographers underneath me and I have a editor in the
• 6:24
  Philippines.
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  So now everything that comes through Whistle in terms of media, photos, videos, green screens,
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  podcasts, anything that comes through us or it comes through my department.
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  And so we know with video being on the forefront of marketing and the best medium to build relationships.
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  That's why we built a four person team to kind of show that off.
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  So what types of videos do you find yourself doing most often or more often if that's
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  an accurate or appropriate question?
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  Yeah.
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  And I'll break it down.
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  We actually just did a webinar about this last month.
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  I'll break it down to we found there's in our business.
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  We do six main types of video and I'll go through them quick because this isn't the video
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  about six types of videos.
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  But number one is kind of the talking head slash recorded video, right?
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  This is your green screen video, these are your market updates, buyer tips, seller tips,
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  that type of thing.
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  Good one to many conversation, good stuff to put on Facebook and Instagram YouTube, that's
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  where stuff.
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  That's probably what we do the most of.
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  It's the easiest.
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  It's the quickest to turn around.
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  And I think it gets you a really good bang for your buck to power through those, right?
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  Next we have our neighborhood spotlights.
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  So these are where we spotlight a specific city, county, well, we don't really do a county,
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  it's too big, but zip code, something like that.
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  So we'll do, hey, this is Santi and we show them things to do in Santi and places to go
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  and you know, all that, right?
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  Number three is live videos.
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  I don't do this a ton, but our agents definitely do more on Facebook and Instagram live.
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  Again, a live video, just using your phone, actually live.
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  This is probably the best bang for your buck because it's free, right?
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  So doing a live video is fantastic.
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  It's easy.
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  People don't expect perfection, so it's a really good way to get into it.
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  I don't produce a lot of live videos because I have all the equipment and it makes it very
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  difficult to go live with all this equipment.
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  But that's a great way to do it.
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  For this property videos, you guys have all seen them.
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  It's okay, it's in the property, problem solved.
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  Then we do another one that we do a lot of what we've got known for is our community
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  or business spotlight videos.
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  And this is where we go and interview local businesses or community organizations.
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  We started with basically any business that we turned into restaurants, but we tell their
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  story for them.
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  We have a media team.
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  You, if you're watching or listening, you have a cell phone, you can do a Facebook
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  live with these businesses.
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  This is probably my favorite one to do because it's a little bit different than what most
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  people are doing.
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  And I say this is my favorite because one, if you're worried about making videos and go,
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  I don't know what to say, I don't know what to look at what I look like, blah, blah, blah.
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  The great thing is this video is not about you, right?
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  It's about the local jewelry shop, the summer concerts, the dog groomer, the sandwich
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  restaurant.
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  It's about them.
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  It's not about you.
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  So it's great because you don't have to worry about it.
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  It's not about you, right?
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  So it's great for that.
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  And it's actually content people want to know at all times.
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  I always use this example.
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  I say, for example, Jeff, we'll play with you right now.
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  Are you currently in the market to buy a car right now?
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  Would you watch videos from Toyota or Ford or Lincoln about their newest car and the new
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  features?
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  I lean unlikely.
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  Yeah, you don't get a shape because you're not going to buy a car.
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  When you want to buy a car, then you'll watch those videos.
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  But that's for a short period of time, right?
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  And so I like this because let's keep going.
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  Would you watch a video with two, three, four, five minute video about a sandwich shop that
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  opened three blocks from your office?
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  Now, that has more personal interest, yeah, because I can all agree every day.
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  Yeah.
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  Or what if it was your cousin's, if it was your cousin's tire shop that they did a video
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  on?
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  You're going to watch that.
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  So that's why I love community spotlight videos.
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  We've built a whole course around it.
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  It's my, it's my thing.
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  It's work.
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  You got to find the community.
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  You got the business.
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  You got to reach out to them.
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  You got to actually film the video.
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  You have to build a relationship, right?
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  These are all good things for your business, but anyways, I digress.
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  And then the sixth type is the one-to-one videos.
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  These are bomb bombs.
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  These are Facebook messenger.
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  These are specific.
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  Hey, Jeff, I want to talk with you, blah, blah, not, hey, guy, it's very specific, one-to-one.
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  For a specific intention.
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  What's that?
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  For a very specific intention as well, on that one-off, one-to-one video.
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  Yep.
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  Like in the warrior side, lone status updates, whatever appraisal came in, all that kind
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  of jest.
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  Yep.
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  Another great way to do it is, I'm assuming this is going to happen a lot in the, the, the
• 11:35
  lone area, because I do it all the time myself, is I refer people to my lender all the time.
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  I say, call Jason Hill, take care of you.
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  And so even that one-to-one video from Jason to me saying, hey, Brian, I just worked with
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  Aaron and Travis.
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  Thanks so much for referring him.
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  This is where they're at the process.
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  I'm really excited, right?
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  Like, that's a cool video, and it's just thanking a past referral, and it means something,
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  right?
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  So.
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  I like that.
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  And a couple in there, you made me think about, so are you doing the, you guys used to have
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  a Facebook page that was all about, was it Santi?
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  So we started with Santi Saturdays, then East County eats now everything at East County.
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  And you're still doing everything at East County?
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  Yeah, we actually went change from a weekly show to a monthly show.
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  I don't know if you, you're probably not busy at all, but it's trying to organize like
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  six schedules.
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  It got really, really tough.
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  But we just built, by we, I mean, one of my team members, so I get credit because he finished
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  it, and it looks good.
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  Just built a full distribution, month-long distribution strategy for showing, doing one business
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  a month.
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  So Monday through Friday, wind-to-post pictures, wind-to-post videos, all that sort
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  of stuff.
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  And.
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  Tell me like in that case of that content, that's a little bit more longer form, right?
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  Three minutes, five minutes.
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  Yeah, we do the interview, and depending on how well they do, the interview of this community
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  spotlight series depends on how long the video is.
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  We usually do between five and ten minutes.
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  I want to make sure that the business owner has more FaceTime than Kyle.
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  Again, that's important.
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  It's their video.
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  If I say, hey, I want to do a video for you, I talked for 45 minutes, you talked for
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  three minutes.
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  You're like, that's your fucking video.
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  Sorry.
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  Are we going to hear?
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  We're going to keep going, baby.
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  We keep it real here.
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  Okay.
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  So, I'm a big believer in making sure you're giving value to them.
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  Because again, you're building a relationship.
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  You're not looking for the short-term gain.
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  You're not looking for, hey, I want to sell this business owner a $500 video.
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  You do loans.
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  You do real estate.
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  You make tens of thousands of dollars on clients throughout their lifetime, trying to
• 13:49
  penny-pinch and get a couple of bucks out of the business owner doesn't make any sense
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  when you're looking for long-term relationships.
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  Let me ask you about that video, then.
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  Are you doing the strategy, I forget what you call it, I know Gary Vee released that
• 14:02
  a while back.
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  You take that pillar content and you slice it up to micro and that's socializing around
• 14:07
  your other channels.
• 14:08
  Yep.
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  So, we're doing our one long video, which is the five to ten minute video.
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  We're doing that earlier that week, it's like this week on kind of like a little trailer
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  video, a couple other many videos based on just the dishes they show, little 30-second
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  to minute videos, and then a lot of screen grabs behind the scenes, that sort of stuff,
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  to really get content pushed out and continuing to tag the business and build their credibility
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  and build that relationship.
• 14:38
  Yeah.
• 14:39
  Now, so, and this is a concept people are generally aware of.
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  Now, how many people execute it, that's a whole different story.
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  I do know of some alone officers that personally execute it themselves and they get great results.
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  What's it like for those that haven't done it, like what should they know before going
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  in and let's say I don't have a production team or crew, I got my mobile phone, maybe
• 15:00
  I got cousin Eddie who can hold the phone or whatever, like contacting businesses.
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  What's the response rate on those, number one?
• 15:07
  So it depends how you do it, right, email, cold emails are very low, in-person contact
• 15:15
  is very high.
• 15:16
  I mean, think about it.
• 15:17
  If you sit at a restaurant, you had a good food, you had a good food, you had a good
• 15:21
  experience, right, and you ask the waitress who's going through college and go, hey, can
• 15:26
  I speak to the manager or the owner, she's like, no, yeah, can you imagine going into
• 15:32
  a business and like, hey, can I speak to the CEO, they're like kick rocks, bro, but you
• 15:36
  can literally do this at restaurants every single day, right?
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  So in person, it's going to be the best.
• 15:43
  And just say, I'll just say it for me, right, hey, I'm Brian, I produced a show where
• 15:47
  we spotlight local businesses here in San Diego.
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  I had an amazing experience here, right, Courtney was my waitress, she was phenomenal.
• 15:56
  The food, this, I've never had this anywhere else.
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  Can I either do it now or come back tomorrow with my team or whatever?
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  Can I do just a little video for free for you on my social media kind of telling you
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  guys a story?
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  Because I want to tell everyone about this.
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  How many people are going to be like, fuck you, go away.
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  Like they're not, right?
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  Like they're like, you want to do a free video on your social media.
• 16:20
  Oh, you're going to run paid ads, you're going to share it in groups.
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  It's about us.
• 16:24
  Like people like what's the catch, right?
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  There's always the what's the catch.
• 16:28
  I found I was really worried about the strategy in the beginning, but it was actually the easiest
• 16:33
  thing we've done.
• 16:34
  As we say, hey, look, the only thing I asked for you is a couple of gift cards that we
• 16:38
  can raffle off.
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  So that way it helps get more engagement on your video.
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  Never wants to someone been like, nope, they'll tell me things like, I don't have gift cards
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  or wait, 50 bucks is all you want.
• 16:52
  Like I've had several people like, there's $850 gift cards, like go for it.
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  So, so like it's never been an issue.
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  I thought it was going to be an issue.
• 17:00
  But that or and then there's everything in between, right?
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  E-mailing, calling, Facebook message, Instagram, like there's everything in between.
• 17:09
  Yeah.
• 17:10
  Yeah.
• 17:11
  Social media is a great way to engage and find somebody there, whether it's the owner
• 17:13
  or somebody on their staff manager or whatever.
• 17:15
  Or even better, speaking of social, make a post on your personal page.
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  Hey, I'm looking to highlight the best restaurants in San Diego.
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  Who knows, who knows someone that works there?
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  Or who knows someone that owns one, right?
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  And then you're like, oh, my cousin Johnny owns Johnny's pizzas.
• 17:32
  And so you call and you go, hey, can I speak to Johnny?
• 17:34
  And they're like, no, he's not in.
• 17:35
  Here's his cell phone because that's what they do.
• 17:37
  All right.
• 17:38
  You call Johnny and you go, hey, your cousin and Elise said, I should call you.
• 17:43
  I'm trying to do a video spotlight of the best restaurants.
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  And she said, you own Johnny's pizza and you put shoelaces on your pizza and it's amazing.
• 17:50
  But again, it's a warm introduction to how easy is that call going to be.
• 17:55
  Right.
• 17:56
  Exactly.
• 17:57
  That's not a bad idea in and of itself, the best pizza in fill in the blank.
• 18:02
  Right.
• 18:03
  And what we like to do.
• 18:04
  So another way to get businesses, because sometimes I'm like, I don't know.
• 18:07
  I'm stuck.
• 18:08
  Right.
• 18:09
  We'll ask, I'll create a poll.
• 18:10
  We have a Facebook group and say, hey, who has the best pizza in East County?
• 18:13
  Right.
• 18:14
  And everyone will vote and the people add polls and we'll.
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  And then what I'll do is I'll post it on our page.
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  Hey, these are the top three honorable mention.
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  It'll tag everyone else.
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  And then I call those restaurants.
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  And I go, yeah, I just saw like it got tagged on social about something like that this week.
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  Yeah, that was for me.
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  Like again, it's a warm introduction.
• 18:31
  It's super.
• 18:32
  It's super easy at that point.
• 18:34
  All right.
• 18:35
  How do you leverage the gift cards, the giveaways?
• 18:38
  Tell me about that.
• 18:39
  Yeah.
• 18:40
  So we've done it a few different ways.
• 18:42
  The way that I like best now that especially because it's not against Facebook's guidelines.
• 18:48
  And it doesn't like tweak.
• 18:51
  We're not trying to get around the system.
• 18:53
  We used to say, you know, hey, if you want to enter to win a free gift card, comment your favorite dish below.
• 18:59
  And that was good, but really Facebook has gotten very smart about knocking that sort of stuff off.
• 19:04
  The way I like to do it now is when we do our in person get together is when we do our happy hour stuff like that is to raffle them off there.
• 19:12
  Because that way, again, we're strengthening the strengthening those relationships.
• 19:17
  We're letting people have access to the restaurants.
• 19:20
  I like it that way better.
• 19:22
  Is that like a customer appreciation event or what is that?
• 19:25
  We make it.
• 19:26
  Usually what we do is I think we've done four of them so far is we reach out to a business that we featured and we say, hey, we want to do a happy hour at your restaurant.
• 19:34
  We'll run ads for it.
• 19:35
  We'll tell our people will put in the group will put in our page.
• 19:38
  And we just want to take these online relationships and bring them in person, right?
• 19:44
  We want to meet the people that like our shows.
• 19:47
  We want to invite the other business owners.
• 19:49
  So, hey, is it cool?
• 19:51
  Can we can you give us the patio?
• 19:53
  Do some sort of like free appetizers do a drink special, something like that?
• 19:58
  We'll bring people to your restaurant.
• 20:00
  They get to try your food. They get to buy your alcohol.
• 20:02
  They get to be future customers.
• 20:04
  And we're going to hang out.
• 20:06
  Like you call that all form of like sure.
• 20:10
  And is that always typically done at the same place you featured?
• 20:15
  It'll be, yeah, all of the ones we've done it with featured them previously.
• 20:18
  Yeah.
• 20:19
  Have you ever done the, you know, the raffle giveaway online?
• 20:23
  You know, hey, to get entered into the raffle, you have to follow us, tag us, whatever, all that stuff.
• 20:28
  Yeah, we've tried a bunch of different things.
• 20:30
  I did it once with the way I tried to get around it as well as we used a chatbot.
• 20:36
  And so, I would ask like in the comments, like, hey, let us know your favorite way to win or favorite way, favorite food here and the people would comment their food.
• 20:47
  And as soon as they commented, I would send them a message through the chatbot and say, hey, you know, would you like to learn how to get a $25 gift card?
• 20:57
  If you would say yes, then I would send them an automated response.
• 20:59
  Hey, share, like, comment, whatever.
• 21:02
  So that way it wasn't happening in the feed, but I was happening in their message box.
• 21:06
  So it wasn't getting that, that video kind of blocked.
• 21:11
  Why is that?
• 21:13
  Is that an issue with Facebook?
• 21:15
  Yeah, I actually have a list here.
• 21:17
  I got this from Tara Zerker, who does is a Facebook ads course that I haven't taken yet.
• 21:24
  But a list of the top 27, no, no words on Facebook and Instagram.
• 21:29
  So things like money, wealth, free, step by step, free fat loss, weight loss, that sort of stuff.
• 21:41
  It doesn't say free or give away or stuff like that here, which it definitely should, I would think.
• 21:47
  But anyway, we should add 19 to the list of those.
• 21:52
  Yeah.
• 21:53
  Yeah.
• 21:54
  Seriously.
• 21:55
  All right.
• 21:56
  Hey, how many videos do you think you've done since being on Kyle's team seven years?
• 22:03
  Easily over a thousand.
• 22:05
  I mean, I think we looked on YouTube.
• 22:09
  It's been over a thousand videos.
• 22:11
  So that doesn't even count the Facebook lives and all the office meetings that we recorded.
• 22:18
  Yeah.
• 22:19
  A lot.
• 22:21
  For sure.
• 22:22
  As a matter of fact, I want to go to the YouTube channel here.
• 22:24
  And so we got a couple.
• 22:27
  Yeah, three.
• 22:28
  Which one should I pull up?
• 22:29
  Which.
• 22:30
  So we've got three different ones.
• 22:31
  We've got the one that's probably the one we put our most energy into.
• 22:35
  It's called the whistle way.
• 22:37
  That's the one that it's our business to business videos.
• 22:42
  These are our videos that we talk to real estate agents, mortgage professionals.
• 22:48
  Kind of anyone in there about how to run your business better, right?
• 22:54
  But then we also do we have one for everything East County.
• 22:58
  And then we have one for our consumer videos.
• 23:01
  I think it's called buying and selling in San Diego.
• 23:05
  And which of those gets the most.
• 23:07
  Traffic or engagement or views all that?
• 23:11
  Probably our agent agent one followed by our.
• 23:17
  Everything East County.
• 23:18
  That's the one that uses the strategy.
• 23:22
  Third is our consumer one.
• 23:24
  And our consumer one is tough because we have.
• 23:26
  If you think about a lot of YouTube channels or even just, you know, TV shows,
• 23:30
  they have.
• 23:31
  A cast of characters and it's these characters.
• 23:34
  But we've got 50 plus agents on the team.
• 23:37
  And so it gets a little bit spread out.
• 23:40
  Different people have different personalities.
• 23:42
  It's kind of hard to grow that when we're when we're spread so wide.
• 23:46
  Have you seen somebody come in now?
• 23:48
  Now you've been doing everything East County for a certain period of time.
• 23:51
  Home on roughly.
• 23:53
  This particular version probably.
• 23:57
  All right.
• 23:58
  So that.
• 23:59
  Here.
• 24:00
  But all in all from all our series, probably five.
• 24:03
  Starting at Santa Saturdays.
• 24:04
  It's just been a reiteration.
• 24:08
  And have you had other agents join your team?
• 24:11
  And are they doing their own version, right?
• 24:13
  Of what Kyle's been doing already?
• 24:15
  Yeah, we have a couple people.
• 24:17
  I've filmed kind of one off for a few of them.
• 24:19
  And we do have one guy on our team that's very invested in a coastal community called Ocean Beach.
• 24:25
  And so he does one very similar, but with his phone and some microphones and it sounds great.
• 24:29
  And it.
• 24:30
  It's a smaller scale, but definitely is.
• 24:33
  The same strategy.
• 24:35
  Yeah.
• 24:36
  And I'm glad you brought that up because again, I.
• 24:38
  And I'm I guess prepare for the question of like roadblocks to people getting video done.
• 24:42
  Please.
• 24:43
  You just you just mentioned this, this gentleman's out there with his video or his mobile phone doing video.
• 24:47
  And a granite, you know, you, Kyle, now you're.
• 24:50
  This place where established you've got a production equipment and team and all that kind of stuff.
• 24:55
  So I think that's the thing that gets in most people's way.
• 25:00
  So let's say I'm a new agent coming in or a loan officer and I'm like, Hey, okay, fine.
• 25:05
  You beat me over the head with video.
• 25:06
  I get it.
• 25:07
  But like, where do I start?
• 25:09
  What do I do?
• 25:10
  You know, all that jazz?
• 25:11
  Can I really just grab my phone and do something meaningful?
• 25:14
  100%.
• 25:15
  So every time we do an everything East County episode, Kyle does a Facebook live behind the scenes.
• 25:21
  That Facebook live usually gets about a third to a half of the engagement that are paid, polished, finished video does.
• 25:31
  It's, it's stupid.
• 25:32
  I mean, we'll get 12, 13, 14, 15,000 views on our polished video that we spent all this time doing.
• 25:38
  Kyle will do a Facebook live and get 4500 views.
• 25:41
  Like the last one we did, he filmed it fucking sideways.
• 25:46
  Like he set it up. He put it.
• 25:48
  I was in order to see the video.
• 25:50
  You had to do one of these.
• 25:51
  You had to turn your head 90 degrees and it still had 4000 views.
• 25:55
  I'm like, I don't, I don't understand how this happens.
• 25:59
  But yeah, starting with Facebook live.
• 26:03
  And what, by the way, let me interrupt if I can be so bold while we're on that note.
• 26:09
  Do you have any opinions or, you know,
• 26:13
  I don't know, you know, signals of life, pulse on Facebook live versus like IGTV.
• 26:22
  Like let's just say, you know what I mean, in terms of,
• 26:24
  do you believe people need to go all in on one platform regarding video?
• 26:27
  Do you think they can, right?
• 26:28
  Kind of spread themselves around.
• 26:30
  What's your take on that?
• 26:31
  So you mentioned Gary Vee earlier.
• 26:33
  I'm a big Gary Vee fan.
• 26:34
  And it's funny because he.
• 26:36
  Saying that now, what do you think my answer is going on one or going on multiple, saying I'm a Gary Vee fan?
• 26:42
  Yeah, your answers go all in on all everywhere, be everywhere.
• 26:46
  Right.
• 26:47
  No, but that's not fair because even as a media team, we can't do that.
• 26:50
  It's, it's fucking hard, right?
• 26:52
  And you're running a business and this isn't your main goal.
• 26:54
  I get it.
• 26:55
  Like I got a media team and I'm like, I'm doing 10% of what we should be doing, right?
• 26:59
  That doesn't mean you shouldn't do it.
• 27:02
  Because my 10%.
• 27:05
  My shitty video is going to be better than your non-existent video.
• 27:08
  That's a John Chaplin quote.
• 27:10
  But my, my recommendation is,
• 27:12
  dive in deep on one first, go deeper, not wider.
• 27:16
  Once you, once you have gone too deep in that one where you literally have everyone you can,
• 27:22
  you can't get any more value out of it.
• 27:24
  You can't grow it anymore.
• 27:26
  Then that's when you go deeper on a next one, right?
• 27:29
  So we built our, our audience on Facebook.
• 27:33
  I, it just fit us better.
• 27:36
  Our audience is people that live and work in San Diego.
• 27:42
  So doing Facebook and Facebook groups made a lot of sense to us.
• 27:47
  As opposed to doing YouTube where it's a lot of outside buyers looking to come in.
• 27:53
  I mean, again, how often do you, do you YouTube, you know,
• 27:57
  where to eat in my, in San Diego?
• 28:00
  You're not going to do it unless you're traveling typically.
• 28:04
  So it worked for us Facebook.
• 28:07
  Because I love Facebook.
• 28:09
  I love their groups.
• 28:10
  I love their ads.
• 28:11
  Their ads are way easier still than, than YouTube ads.
• 28:15
  But also it really depends on where your audience is, right?
• 28:18
  If your audience is all on TikTok and you're selling fidget spinners to 14 year olds.
• 28:23
  And I'm not saying TikTok is that because I love TikTok and I'm going to,
• 28:26
  I'm going to, after I get back from my vacation, I'm diving all in on TikTok.
• 28:29
  I love TikTok watching it.
• 28:31
  But anyways, if you're selling fidget spinners, maybe you don't,
• 28:34
  maybe you don't put all your eggs in the Pinterest basket, right?
• 28:39
  Like maybe that's not where you go.
• 28:41
  So know your audience, but also know what you like, right?
• 28:43
  If, if you're like, look, I love Instagram or let's,
• 28:46
  let's go TikTok.
• 28:47
  I love TikTok.
• 28:48
  I consume TikTok.
• 28:49
  I want to make TikTok.
• 28:50
  But it's still a little young for my audience.
• 28:52
  So I'll just do YouTube because that's what old people like.
• 28:56
  And, and I hate YouTube, but I'll do it.
• 28:58
  I'll do it.
• 28:59
  Like don't do it because you're not going to, like this is work.
• 29:04
  You're going to have to put energy into it.
• 29:05
  And if you're not, if you don't love what you're doing, you're not going to do it.
• 29:08
  That's why we do food is because Kyle loves food.
• 29:10
  So that's why we do it.
• 29:12
  Yeah.
• 29:13
  It's surprising he's not 300 pounds yet, like with all those videos.
• 29:16
  Well, if you follow him on Instagram at Kyle Whistle, he does
• 29:19
  peloton every morning at five in the morning.
• 29:21
  So that helps.
• 29:23
  I think you make a good point.
• 29:25
  So I'm going to ask, when agents or whoever asks, hey, you know, where should I be?
• 29:29
  Right?
• 29:30
  I'm the social platforms.
• 29:31
  I think you answered it appropriately.
• 29:32
  A, where's your customers first?
• 29:33
  But then secondly, where do you already hang out?
• 29:35
  What platform do you enjoy?
• 29:37
  Right?
• 29:38
  To your point.
• 29:39
  It's going to be work.
• 29:40
  So you better enjoy hanging out there.
• 29:42
  Hmm.
• 29:43
  Good stuff.
• 29:44
  Okay.
• 29:45
  So you mentioned Facebook groups.
• 29:46
  Is that still a real thing?
• 29:48
  Like, can people actually, yeah?
• 29:50
  What type of groups are you joining?
• 29:52
  Like the mom soccer groups, the, you know, join the ones that are relevant to you.
• 29:57
  So I've got, let me just look at what I've got.
• 30:01
  So I've got tabs on my computer with a bunch of my favorite groups.
• 30:06
  Bookmarked.
• 30:07
  So I've got ones that I call daily Facebooks.
• 30:10
  I got a folder for that.
• 30:11
  And that's the groups that I manage.
• 30:14
  Right?
• 30:15
  The whistle wave Facebook group.
• 30:16
  Everything East County.
• 30:17
  That's a different Facebook group.
• 30:19
  Our media mayor mastermind group.
• 30:22
  So those are the ones I'm in.
• 30:24
  I have.
• 30:25
  Those are facing though, right?
• 30:27
  Media mayor and all that.
• 30:28
  That's like agent marketing training stuff.
• 30:30
  Yeah.
• 30:31
  Yeah.
• 30:32
  But the, everything East County is consumer facing.
• 30:34
  So.
• 30:35
  So this.
• 30:36
  And I'll give to that in a second.
• 30:37
  And it depends on your audience, right?
• 30:38
  And your goal.
• 30:39
  These next ones.
• 30:40
  I think would actually I would think.
• 30:43
  Again, it depends on your audience as a, as a mortgage professional.
• 30:46
  What's your intended audience?
• 30:48
  And you can use this business spotlight series.
• 30:50
  If your audience is consumers, right?
• 30:52
  That's, that's an easy.
• 30:54
  Hey, let me get in front of consumers.
• 30:56
  But I know a lot of, of, of loan officers.
• 31:00
  They go, I just want to build relationships with, with real estate agents.
• 31:04
  It's very easy to do this.
• 31:07
  We, that's why we have multiple YouTube channels.
• 31:10
  Build, build, build relationships with business with real estate owners.
• 31:14
  By showcasing their coffee shop or their pet groomer.
• 31:17
  And what does that mean?
• 31:18
  That means interview the local CRM's or not local.
• 31:21
  But interview the CRM's that real estate agents use.
• 31:24
  And talk about the different marketing platforms.
• 31:27
  Talk about the, talk to the different real estate coaches.
• 31:29
  Like get involved where they're, where the real estate agents are going and working and playing and shopping virtually.
• 31:36
  Right.
• 31:37
  So it's very easy.
• 31:38
  And that, that comes up to my next groups.
• 31:40
  I have a real estate.
• 31:41
  Go ahead.
• 31:42
  A lot of good idea.
• 31:43
  Like, like Instagram, for example, you're saying.
• 31:46
  Have, and you can have more than one, you know, account, a business account on Instagram.
• 31:51
  If I understand you correctly, you're like.
• 31:53
  Provide content and valuable resources to agents to give them.
• 31:57
  Because rather than go search it for six hours and figure it all out.
• 32:01
  Be the source.
• 32:02
  Have them come to one place.
• 32:03
  And you're now serving this all up.
• 32:04
  They're going to appreciate the hell out of that.
• 32:06
  And by the way, that warm call comes.
• 32:08
  After 30 days.
• 32:09
  When you reach out the end of the agent, all that boom, they'll take your call.
• 32:12
  Yeah, you're, you're the knowledge broker.
• 32:14
  If you know, like I've told my lenders to do this for, for years.
• 32:19
  Do a video talking about the pros and cons of FHA alone, the pros and cons of VALO.
• 32:24
  Literally all of this.
• 32:25
  And that way, when you work with an office, right?
• 32:28
  We have our lenders that work with our office.
• 32:30
  And you have new agents that come on.
• 32:34
  Send them these four videos and say, hey, here's a little bit of preview.
• 32:38
  I'll take you out to lunch.
• 32:39
  I'll talk to you more in depth about these.
• 32:40
  Or if your clients ever get confused about, I don't know what you want to do.
• 32:44
  Here's sent them this video.
• 32:45
  Send them these three videos.
• 32:46
  Like, give them stuff so that because agents are.
• 32:51
  That's a nice word for lazy.
• 32:53
  Um, lazy.
• 32:54
  Okay.
• 32:55
  Yeah.
• 32:56
  So if you can say, hey, here's a good looking video that gives good content, good value.
• 33:01
  And you can say it's from, you can send it to your clients.
• 33:04
  Like, of course, they're going to do that.
• 33:06
  Yeah.
• 33:07
  Hey, here's, here's a good presentation to teach them the differences.
• 33:09
  Here's, here's a PDF.
• 33:11
  Here's a whatever.
• 33:12
  But add value there.
• 33:14
  So remember when I said I have a couple of different YouTube channels with three.
• 33:18
  One that's consumer facing.
• 33:20
  One that's agent agent because we're always recruiting for our local team and our national team.
• 33:25
  Um, and three is the.
• 33:27
  Community Spotlight series.
• 33:29
  So.
• 33:30
  Jeff, you can pull this if you want.
• 33:33
  I'm not trying to plug it for the sake of plugging it.
• 33:35
  But if you want to see what we do to reach out to other agents.
• 33:39
  If you go to the whistleway.com.
• 33:41
  You'll be able to see all of our agent to agent, uh, business to business.
• 33:47
  Outreach.
• 33:48
  And that's what we.
• 33:50
  You can copy that.
• 33:52
  Almost exactly, right?
• 33:54
  Because you can say, hey, you guys are realtors talking to realtors.
• 33:57
  I'm a loan officer talking to realtors.
• 33:59
  Do that shit.
• 34:00
  Literally.
• 34:01
  You can see everything we do.
• 34:03
  All right.
• 34:04
  Let me pull this up here and see.
• 34:06
  Okay.
• 34:07
  Yeah.
• 34:08
  Remember this.
• 34:09
  Yes.
• 34:10
  I think I subscribed to this matter of fact.
• 34:11
  Hopefully.
• 34:12
  Yeah.
• 34:13
  Hopefully, right?
• 34:14
  Okay.
• 34:15
  Yeah.
• 34:16
  So this is kind of like your recruiting platform to build your.
• 34:19
  brokerage, right?
• 34:20
  It's a way to build relationships.
• 34:22
  So yes.
• 34:23
  I'm not going to.
• 34:24
  I'm not trying to sugar code it.
• 34:25
  Because yes.
• 34:26
  And it's a night.
• 34:27
  You know what I mean?
• 34:28
  Yeah.
• 34:29
  But.
• 34:30
  But also it.
• 34:31
  It helps us.
• 34:32
  Build our local team.
• 34:33
  But also helps us get.
• 34:35
  External referrals.
• 34:36
  Right?
• 34:37
  If someone's in Mississippi and they're moving to San Diego.
• 34:41
  And we've been sending you videos every month for the past six years.
• 34:45
  Yeah.
• 34:46
  Where you're San Diego guy.
• 34:47
  Like that's just.
• 34:48
  That's just simple.
• 34:49
  What talks about doing video?
• 34:50
  Hmm.
• 34:51
  Good question.
• 34:52
  I don't know if I've been asked that.
• 34:55
  There are some things.
• 35:02
  I'm trying to say this without scaring people.
• 35:04
  But there's a lot of things, right?
• 35:06
  And it depends on where you're at, right?
• 35:08
  What your skill set is.
• 35:09
  What your path.
• 35:10
  What your skill set is.
• 35:11
  What your path.
• 35:12
  Where you're at, right?
• 35:14
  What your skill set is.
• 35:15
  What your passion about.
• 35:18
  I would say the thing that sucks the most about video.
• 35:22
  Is start doing a video.
• 35:24
  Unlike one that you've ever done before.
• 35:27
  That's the ones.
• 35:28
  Those are the videos.
• 35:29
  Because.
• 35:30
  Because I'm not going to say editing.
• 35:32
  Because editing is a time suck and it's exhausting.
• 35:34
  But it's.
• 35:35
  You did it.
• 35:36
  You finish it.
• 35:37
  It's.
• 35:38
  It's accomplishing.
• 35:39
  It's.
• 35:40
  It's.
• 35:41
  It's.
• 35:42
  It's.
• 35:43
  It's.
• 35:44
  It's.
• 35:45
  It's.
• 35:46
  It's.
• 35:47
  It's.
• 35:48
  It's.
• 35:49
  It's.
• 35:50
  It's.
• 35:51
  It's.
• 35:52
  It's.
• 35:53
  It's.
• 35:54
  It's.
• 35:55
  It's.
• 35:56
  It's.
• 35:57
  It's.
• 35:58
  It's.
• 35:59
  It's.
• 36:00
  It's.
• 36:01
  It's.
• 36:02
  It's.
• 36:03
  It's.
• 36:04
  It's.
• 36:05
  It's.
• 36:06
  It's.
• 36:07
  It's.
• 36:10
  It's.
• 36:12
  It's.
• 36:13
  It's.
• 36:14
  It's.
• 36:15
  It's.
• 36:16
  It's.
• 36:17
  Yeah,
• 36:33
  It's like a four- agains.
• 36:34
  And you're saying,
• 36:35
  You know the best color is blue and you write, you know the best colors blue and the first paragraph you're supposed to say
• 36:41
  You know some people will say red's the best color because this this this this this this this this this this this and then you're like
• 36:47
  Fuck the best color is red and so then you rewrite you're like the best color is red some people will say purple is the best color and you're like
• 36:54
  No, I need to go back to blue right have you ever done that or is it just me?
• 36:59
  So it's the same thing with video and I don't want to scare people
• 37:02
  I want to give you hope for the fact that the first one and figuring it out and figuring out the script. I say that air quotes
• 37:10
  Figure out the flow of it. That's always hard right same thing. I guarantee you with you the first podcast you're like
• 37:17
  How long is it going to be am I going to do an intro? How do we end it like it's weird
• 37:22
  But now if you do a ton of them you're like, oh, it's easy. I got I got my flow. So that's what sucks about videos
• 37:27
  is the first one and and not having that that dialed in yet
• 37:34
  The honest answer because it is a new skill
• 37:36
  And particularly when you dig deeper on like using the certain certain platforms like reels for example
• 37:41
  I mean, I'm still sucking really bad at reels trying to figure that out, you know
• 37:46
  But these are the I always say the modern communication tools right that we need to learn how to utilize to be a modern communicator
• 37:52
  This is help people are engaging or getting attention today. So you could choose to learn
• 37:56
  I guess it's like when you drove learn how to drive a car
• 37:58
  You sucked when you first drove a car. You're probably scared nervous. Oh my god
• 38:01
  What if I hit something and very similar, but now I put on my mascara and shave and I'm on the phone
• 38:08
  That's just me
• 38:13
  Have you ever done anything that completely bombed? Oh, yeah
• 38:17
  All the time
• 38:19
  Yeah, I I mean
• 38:22
  It sucks and it hurts
• 38:24
  But the greatest thing about doing videos so often is
• 38:29
  Okay, well the next one next one
• 38:31
  And the thing that sucks is when you're like this is going to do so so so well and then it doesn't and I've also had the exact opposite
• 38:38
  Which I'm not trying to brag about this at all, but I've had the exact opposite literally I went to a restaurant
• 38:44
  It was called Serita's taco shop nice little lady her name was Serita
• 38:49
  English was her second language in San Diego. That's very common
• 38:52
  um
• 38:54
  And when I was talking to her she will talk to my son. I talked to her son spoke English very well
• 38:58
  He's like, yeah, I'll be there. I'll do the interview cool cool. So we get there and
• 39:04
  This is one of our very first everything east County episodes
• 39:07
  uh
• 39:09
  Or actually east County eats and I was like all right cool. I get there. I've never been there
• 39:14
  It's in an area of town. That's not the nicest. It's a it's just a little it's a little taco shop
• 39:19
  The
• 39:21
  Sun was like oh, I'm not gonna be able to make a down you'll talk to my mom
• 39:24
  I literally went in the car and I called my wife Kyle hadn't gotten there yet. I'm like this is gonna suck
• 39:30
  This is gonna suck like I can't understand her upfront. It's hard
• 39:35
  Um, they don't understand what we want to do. It's just it's just excuse my my
• 39:41
  My I say this with love because this is what I eat three days three times a week
• 39:45
  It's a shitty little taco shop. I love shitty taco shops, but I I was expecting something grander
• 39:51
  Um, and I was so pissed and I told my wife like this is gonna suck
• 39:55
  Uh, I filmed it. I fucked up on the editing or on the exposure. It was too bright
• 40:01
  And like in the first three days it hit like a hundred thousand views and I was like
• 40:06
  Why? What?
• 40:09
  So I've had I've had it both ways where one I was positive was gonna bomb and many times where I pause
• 40:14
  Oh, this is gonna blow up um and it doesn't and I'm like, but why so
• 40:21
  Well, then I guess let's kind of wrap it up this way because I think
• 40:25
  You know this and get this
• 40:27
  But I think this is where people kind of go off the rails is that's why you need to just produce content and put it out there and not be hung up on the outcome
• 40:37
  correct it and
• 40:39
  I hate to keep going back to this, but I think it's an important value when we talk about our business spotlight series
• 40:45
  The outcome is not
• 40:48
  number of views
• 40:50
  And Gary V. We actually had a dinner with him at his conference when he did his conference for the first time
• 40:56
  Um, and Kyle was like, oh, we have this many views and this and he goes that's cool
• 41:01
  But don't get over excited by that, right? Like
• 41:05
  The real value is in the relationships you build
• 41:09
  with the business owner with the the consumer
• 41:13
  That's the value
• 41:15
  That
• 41:16
  The stuff that it's not tangible you can't say okay, well, let me look on a spreadsheet
• 41:19
  How many views did this one have but you can have a video that did really shitty
• 41:24
  I mean, we've had a couple business owners that were they're like we we did a
• 41:29
  Video for a
• 41:30
  Retirement community
• 41:32
  Old folks home
• 41:33
  Super super sexy, right? Old people in swimming suits doing crafts like it you know whatever like
• 41:40
  And that video bombed right we put 70 bucks behind that I think I like 4000 views bombed
• 41:46
  No one wanted to watch it
• 41:48
  The owner of that who also helped to build the Oakland or no not Oakland uh loss Vegas
• 41:54
  Raider Stadium wanted us to list his home for sale
• 41:58
  So like
• 41:59
  What would you say the outcome is there the outcome is building a relationship and we built the relationship
• 42:05
  And we listed that home
• 42:06
  So like that's really what I think you got to focus and and and
• 42:13
  That's a good distinction you're building
• 42:15
  Relations not to sound cliche, but relationships that scale you know 100%
• 42:21
  That's cool man love it love it. So what do you what what's on the docket for you that's got you excited
• 42:26
  Or that's new or different for video that you really you know haven't tackled yet
• 42:30
  Tick tock
• 42:32
  Tick tock you said that yeah, I'm really excited about it
• 42:35
  Your own consumption or like Kyle's gonna get on there and start doing what so I love I love consuming
• 42:41
  I think tick tock has had the best algorithm out of any platform I've been on of delivering content that I consistently like
• 42:49
  It's I don't know how they're doing it better than others. I don't know if I just
• 42:54
  Ruined my other con my other social media platforms by following all these realtors and I see only real estate stuff
• 43:01
  And probably that's what it is, but I'm actually gonna go through and
• 43:07
  Build my own tick tock
• 43:11
  Market myself as the guy who can do
• 43:14
  Real estate video marketing
• 43:16
  That's my goal is to become known as a nationally recognized expert in that field
• 43:22
  And I'm going to incorporate videos from Kyle incorporate my own tips and tricks and that sort of stuff my own
• 43:30
  You know recommendations of tools to use and and things to buy and that sort of stuff
• 43:36
  And really
• 43:38
  Build my personal brand while having
• 43:41
  Guest you know supporting cast of I mean literally I'm thinking about doing things of where I
• 43:47
  Film like myself say hey, this is a really really good idea from Kyle and then just play a video of Kyle right
• 43:54
  But I also so I'm gonna do that, but I'm also gonna kind of walk people through
• 43:59
  I'm gonna let people go along with me
• 44:00
  And so I probably should have had this setup before we have this had this call, but I'll also need the link once I get it up
• 44:07
  But I want to kind of let people
• 44:10
  Kind of go with me. So my thought is to do weekly
• 44:14
  Emails saying hey, I put out videos this worked well this didn't you know and just kind of
• 44:20
  Hmm experiment publicly and that my my my sub headline or whatever you want to call it was like let me fail for you
• 44:27
  Let me let me try tiktok and bomb at it for a while and tell you what worked for me and what didn't so
• 44:33
  Be the pioneer arrows in the back for a while right yeah
• 44:37
  All right, well then to do this dispel the and maybe this is my own
• 44:42
  Perception or belief of tiktok, but I'm confident. I'm not the only one
• 44:47
  That the perception of it's just a bunch of it's it's dancing and I'm not a dancing guy
• 44:52
  So I'm not gonna do the dancing videos
• 44:54
  So what there's nothing really for me on tiktok and of course like you said earlier the audience is really young
• 44:59
  Give it go on it for a week
• 45:02
  Problem solved
• 45:03
  I'm not a dancing guy. I can't dance. I don't like to dance. I don't like watch dancing like that's not my thing
• 45:08
  Go on it for a week start watching some some tiktoks and their algorithms good just start keep skipping the stuff you don't like
• 45:16
  minus full of
• 45:18
  marketers
• 45:20
  Websites. I didn't know gear. I should buy
• 45:23
  Um, it's also got a lot of comedians on it and I'm like oh, I like this
• 45:27
  um
• 45:28
  It's got some parenting things on it and so I mean it literally has everything on it um
• 45:35
  I just I really love it. It's really fun. It's short
• 45:39
  Form it's it's great
• 45:41
  Well there there videos are what like three minutes now their version
• 45:45
  Yeah, you can get up to three minutes and I don't like the three-minute ones. Keep it down to a minute
• 45:49
  Just like quick going. I mean, yeah, there's a lot of stupid stuff on there
• 45:54
  But show me a stupid video on tiktok. I'll show you a stupid video on Facebook
• 45:58
  Show me a stupid tiktok video on tiktok. I'll show you 10 on YouTube like
• 46:02
  Yeah, that's good stuff
• 46:05
  All right, listen, I know you're busy and you've shared a ton of value
• 46:07
  I'm looking over my list here of the six videos that everybody should have and so we're gonna put links to
• 46:13
  How should people connect with you in the show notes? Do you got a page social handle? What is it?
• 46:19
  Yeah, so the whistleway.com is is honestly probably the best way to do it
• 46:24
  Because from there you can join our Facebook youtube podcast newsletter referral learn about our media mayor mastermind course
• 46:33
  Where we teach you how to do a business spotlight series. It goes through all that um
• 46:39
  Awesome
• 46:41
  Don't email me. I hate email black hole, right?
• 46:44
  God, I just want I was more respond
• 46:46
  But I'll mark it as unread for like three months until I finally am guilted into responding. So
• 46:51
  Yeah, that's awesome good content man congrats to you and all your success and
• 46:56
  Appreciate you making time for your busy busy schedule here today and hey listeners
• 47:00
  You know what to do if you like this episode
• 47:02
  Leave us a review we'd appreciate that that'll help us reach more people
• 47:06
  With that said we'll see you on the next one. Thanks for tuning in bye for now
• 47:11
  You
• 47:16
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