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The Power of Authentic Video Content in Mortgage Marketing · Mortgage Marketing Radio

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Hey, what's up? How are you doing, Jeff Zimper? Welcome back to another episode of Mortgage
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Marketing Radio Podcast, or welcome for the first time. Either way, I'm so glad you tuned
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in, and I am confident that you are going to feel the same after listening to today's episode,
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because if you've ever struggled with content video, how do you consistently show up and be your
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authentic self? What to post? What to say? How to get over the hurdles and limitations and
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misconceptions about being a content creator in today's world, well, then this episode is for you.
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Before we get to my special guest, I, of course, am bringing you to another success story from
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the streets. Once again, shout out to Carmella, McGonagall, what is up Carmella, one of our most
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consistent top contributors in our major classes community. And I'm just going to read for you the
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reason to post she put in our private Facebook group, where every single Friday we host a mastermind
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and weekly coaching call, which has been a cornerstone of our platform for four plus years now at
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least, to probably closer to five or six. And we've got quite a few members who've been with us
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since the beginning and stay. And part of the reason before that is because of the incredible
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mind share that goes on with these weekly mastermind calls, originators from across the country,
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open mic, videos on, not one of those zooms everybody has their video off and it's completely
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non-engaging, ours is engaging, ours, it's fire, there I say. Case in point, let me share with you
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a success story from Carmella. She is a member of our my agent classes platform. What is that?
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Well, that's where we help you, the originator, move up the ladder from Celicitor and vendor to
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partner and peer when you are prospecting real estate agents and referral partners to get
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conversations that lead to contracts. Carmella's recent story says that she has a great win of the
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week that she wanted to share. She got a call from somebody that teaches credit and this person
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reached out to Carmella because he heard from local agents, I'll awesome, her classes are and he
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wanted to chat. So they did a class together this past Wednesday. One agent canceled an appointment
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to come to her class because she hears how great Carmella's classes are and had to come see first
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hand for herself what it was all about. Her favorite part, Carmella, her favorite part of doing
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these classes is the role reversal. The fact that agents and referral partners are calling
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Carmella instead of Carmella chasing or suing. And on a side note, Carmella goes on to say that
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at the time she wrote this, which was, I believe February 9th of 2024, this year so far, she's had
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faced the face meetings. She's been faced to face with over 50 agents and two divorce attorneys.
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So far this year, she has a call with a financial advisor team of six on the 15th of this month
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and another divorce attorney launch appointment on the 19th. All because Carmella has made a commitment
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to lead with education, to build her personal brand platform on education, putting herself out there.
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Yes, getting out of her comfort zone, but trusting in the process and believing in process
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over outcome that the outcome and results would follow if she just committed to the process.
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So congratulations to you, Carmella. Once again, shout out. You are one of the most consistent
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executors and implementers we've got in the margin classes community. You deserve all the accolades.
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You're the one doing the work. Thank you for being a part of community.
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So before I get into this week's special guest, you may be intrigued to want to learn more about
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what it is that we do. If so, you can go to mortgagemarketing.pro and book call with me, you and me.
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One on one. Where we dig into your business, what is it you'd like to achieve this year,
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what's potentially holding you back and how we can help you overcome and break through some of those
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obstacles. However, this is not right for everybody. It is not an easy button and it is not for
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someone who feels that real estate agents are a necessary evil. It is for those people who do
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want to lead with education, perhaps have the heart of a teacher, at least have the capability
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and willingness to learn how to become a facilitator, not needing to be a subject matter expert,
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but be like the nightly news reporter who simply reports the news, sharing information,
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knowing that leading with problem solving ideas and resources will help you attract versus chase.
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Trust goes up, resistance goes down, conversations that lead to contracts.
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Mortgagemarketing.pro to learn more.
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All right, so let's get into my special guest this week. I told you at the top of the episode if
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you had struggled with what to post, how to show up as your authentic self, how to get over some
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of the self talk about being on video and creating a personal brand that's based on you in front
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of the camera. Well, then this episode is for you. Mike Ferassi is the CEO and founder of Red
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Button Media and Mike helps you listening whether you're in mortgage or real estate or some other
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aspect of this industry. If you want to learn how to create content without any expensive
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overwhelming equipment, no scripts, no managing of files back and forth and uploading and sending,
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no editing, no struggling with coming up with what to post in topics, short form versus long form,
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educational versus entertaining. If you struggle with that like me, then listen closely
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to this conversation with Mike because Mike has a superpower. Not only does he like superheroes,
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as you'll hear about, but he actually is a superhero in sort of a way himself because he is helping
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great brands build content, build engagement at scale that converts and leads to business. How does
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he do that? I can't tell you how he does that. You're going to have to listen and hear how he helps
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brands do that on this episode. But if you like what you hear and you want to reach out to Mike
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for more information, you will be provided the links in the show notes. His company once again is
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Red Button Media, the URL is hit the redbutton.com. Probably even better is to follow him on LinkedIn,
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that's his primary social media platform. His Instagram profile link is Mike Ferrasi, F-A-R-A-C-I
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on LinkedIn, Mike Ferrasi, your secret weapon for video that works. Let's get into this week's
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show. Welcome to the show. Thank you, Jeff, for having me.
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All right, so Mike, we usually kick this off with, tell us a little bit about who you are,
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what do you do? Turn, go ahead.
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Who I am, my name is Mike Ferrasi. I'm a comic book and Star Wars fan and a Diet Coke addict
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who supports all of that other stuff through helping people make better video content to drive
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their business forward, connect them with customers and just generate more leads for whatever industry
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you're in. I was a mortgage and real estate professional, mainly mortgage for 20 years.
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Still, mortgage companies all the time. That is my lane, but it's my lane. That's the stuff
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that I can talk fluently about. 15 plus years of product management, capital marketing experience,
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marketing, all of that fun stuff basically means that when I'm talking to mortgage and real estate
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people, I know what you should be talking about in your outward facing content to grab the attention
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of the people that you want to grab attention of, right? Perspective customers or perspective
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referral sources, people that you're trying to recruit. Internal education platforms,
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like this doesn't just have to be outward facing content. Video is a world that I love because
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contrary to what a lot of people believe right now, video is not social media.
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Those two things are not the same. Fun little fact I found out in some research a few months ago,
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the oldest, what's believed to be the oldest surviving piece of video, moving picture, was recorded
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in France in 1888. Video has been around since any of us were born well before then and it's
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going to be around long after us. Social media just happens to be the most popular distribution
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channel for that type of media right now. And lucky for us, we are professionals in a golden age,
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maybe a platinum age. This is the first time ever that distributing your content for everybody
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in the world to see is not pay for play. Social media is one of the first ever free distribution
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channels for your content to get your message out. And that's what I love helping people do.
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Leverage those distribution channels to create better content for it and connect them with the
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exact people that they're trying to get connected to. That is fantastic summary, man. Thank you.
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A little long-winded. You're going to have to get orchestra to play me off towards the end here.
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No, I love that. I wrote down a comment about this stuff all day.
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I know. That's what's great. And we're going to have a wonderful conversation. So if you're listening,
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you better stay tuned and you got to listen to this whole thing because this is just the beginning.
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However, I want to mix it up because you are such an awesome personality and like to have fun.
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And that's by the way, what brought you partly to my radar is not only do somebody introduce
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you and me together, but more importantly is your content as I look at it here on the screen is
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just as you from your heart right from off the cuff kind of expressed your feelings and passion
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about video like your trunist, your I hate to use the overused word authenticity,
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but it's the only one I have right now. It's a really good word. There's a reason a lot of people
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use it. I know. Should we stop saying, oh, this word's overused. I mean, maybe there's a reason why
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it's overused, right? All right. So here's why here's why people don't like it. Yeah.
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It's because they're afraid to be authentic. See, this is where it gets good. You know, especially,
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especially when you, you know, when you hit the red button, when when you get on video,
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people are so wrapped up in trying to be who they've always wanted to be, instead of being who they
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really are, that they get in their own way. Is that something different, though?
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100% absolutely. So explain yourself. How's that different? How's who I want to be different
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than who I really am? If anybody is working on improving themselves in any way, then they are not
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currently who they want to be. Okay. So you're saying that's your period ends? That's one of
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the outside of that. That's that's a star. Exactly. So yeah, that's the person that you represent
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yourself as when you're on stage speaking at a conference, sort of a room full of a thousand,
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two thousand people. That's not the person you want to be on camera when you're producing video
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content. Because make no mistake, your audience is through here. Yeah. It's not a it's not a
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captive audience in a room. These are not people that are going to feel bad if they walk out halfway
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through your stick or if they take that phone call in the middle of your sentence. These are people
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that are quick to swipe and quick to stroll, scroll. If you're not absolutely fascinating.
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And what's absolutely fascinating to most human beings is other human beings.
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All right, allowing yourself to just be who you are is going to make you instantly more relatable
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and authentic. But that can be very uncomfortable when you're starting out, which is why people
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hate hearing the word authenticity. I'm going to stop you right there and speak for those that are
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saying bullshit. I'm not fascinating. I'm just an average guy. Yeah. Doing thing and me grabbing
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a phone while I'm sitting on the park bench feeding the birds. Like that's not that fascinating.
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Prove me wrong. There is an audience for everything. And the only way that you can prove that
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to yourself is to make a video that you don't think matters and post it. You know what I mean? It's
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one of those things like selling the pen on eBay, right? Like no one's going to buy the pen.
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No, they might not buy the pen, but they did. That's the point. They bought the pen, man. Somebody
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said, who the hell is going to buy a used pen on eBay? Did they buy the pen or did they buy the
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result that the pen is going to give them? All right. Go, baby. Go. You know, so I like the
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that's one of the big light bulb moments I've ever had in my life. I was lucky enough in 2021.
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I went to work for a startup and all their content video written everything.
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And in the beginning, we went through, it was like a refresh one week shortened version of a startup
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accelerator that the founder had gone through the long version of a year before. And I was
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lucky enough for him to invite me to to to join him on that journey. And in day one, the the the
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founder coach, um, director of the program. Literally, we have posted notes and markers.
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Everybody's writing on stuff. Like this was this is part of the whole thing. I used to write stuff
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down, toss it out, stick it places and all that. And the first question that was asked was,
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what do you sell? Well, this was a this was a FinTech mortgage company. So, okay, well, this is easy.
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I know the answer to that. We sell, uh, we sell loans. We sell, uh, ways for a borrowed by a house.
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We sell the interest rates. We sell money, right? This is a commodity. Uh, the mortgages are
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largely commoditized. Everybody's selling money. All the money comes from the same place. That's
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what we sell. And he said, that's great. What are your customers buying from you?
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Ping that was the light bulb moment because the customer was absolutely not buying what I thought I
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was selling. The customer was buying an experience. The customer was buying guidance.
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The customer was purchasing advice. The customer was buying a trusted resource for that commodity.
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The customer was buying a closing by a certain date and comfort that that would actually happen.
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The the customer was buying a result that the product would provide. They weren't buying an
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actual product. So when I work with most people in their video content, the first thing we need to
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get them to stop doing is selling their product because none of the people they want to talk to
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care. Nobody cares about the product. They care about the result that their product is going to
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provide, which is why again, circle back to people watching video on their phones. If you present
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a product to a captive audience of people on stage, that's one thing. But when you're making a
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video for organic reach on social media, YouTube, and any of the hosting platforms that you can
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upload to for free and get eyeballs with no ad spend, you have to be captivating in a relatable
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way, which means yes authenticity being yourself, but also you gotta just be having a conversation
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with one human being because on the other end of that video is just one human being and they're
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looking to be entertained or educated. And let's be honest, in the industry that we know and love,
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we're not very entertaining. So we need to really lean into that education. If you can bring some
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humor now and again and get a laugh, great. Most of us aren't going to be able to because loans
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are boring and we need to find a way to get the point across quickly, simply, clearly, and educate
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as if you're talking to a person across the coffee table from them as opposed to standing on a
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stage, talking to a bunch of people. That's what feels like a commercial and that's what's going to
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get your content scrolled past. Interesting. You know, as you're sitting there saying, what are
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they buying? You took me through that exercise. I know I think the frame you were at that is a
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fintech startup. Yes. About that through the frame for the listener. Yeah. What is the buyer buying,
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right? And they're buying a family, they're buying security, they're buying a place to live,
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they're buying comfort, they're buying, you know, their future, they're about like so many
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emotional non-interest rate products related, but more emotionally. Absolutely. And a lot of those
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things are going to be addressed with their real estate agent, not necessarily with their mortgage
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professional, but maybe they're mortgage professional from that person. They're buying a way to
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attain all those other things without having to save up the 20% down that Uncle Ned just told
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them they needed around the things, giving table and have confidence. Absolutely. Absolutely.
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Just the process and the guidance and the assurance. There's one thing that most
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home, especially first time home buyers have in common, is that they're nervous. They're scared
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and they question everything because they've never done it before. And it's most likely going to be
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one of, if not the largest investments they ever make in their entire life. So the more that you
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can do to reassure them that they're doing the right thing and give them actual facts and data
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to back that up. The more confident they're going to feel in their own decisions and the more
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comfortable you're going to make them and the stronger that relationship is going to grow.
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Yeah, I love that. The thing that I often have said is that in that situation or in times of chaos
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or uncertainty, people need context. So it makes sense of that what's going on, right?
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So that's probably the opportunity for the listener, in most cases, the originator who's like,
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how do I provide context to all the noise that's such as the housing market going to crash?
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Interest rates are up. Interest rates are down. It's now a good time to buy all the stuff we see in
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here. We've got to put context around that, right? That's right. That's right. And even if it's just
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the simple context that just remember that headlines are negative because negativity sells and those
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headlines are published for clicks for ad revenue, not necessarily to inform. There's a lot of
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news outlets that know how to get clicks because clicks drive revenue. There are less news outlets
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that hold informing and a non-biased way as a North Star above revenue generations.
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You know, a quick note on that. So I saw something show up in my feed about the silver tsunami.
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I don't know if this is showed up for you on social media, which is, I forget her name right now,
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but she is the Oracle of Wall Street, not Warren Buffett, but an email, Oracle of Wall Street,
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who predicted allegedly the 2008 meltdown, right? Now she's got some cred for sure, but she is now
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coming out and talking about the silver tsunami, about how the aging population of the boomers
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are going to start selling homes in mass. And that's going to significantly impact home prices
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to the negative side. All right. Let me dig deeper on that double click, etc. And I ping my buddy
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Logan Mount Hashami. If you're listening, Logan, what's up? He's the senior housing analyst at
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Housing Wire. And he gave me the context, which that narrative actually has been around for 15 years.
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And so he gave me some context and some information as to why that actually is the term he used to
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your point is if it bleeds, it leads. And if he hears that, they're going to pick up on it,
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because that's what's going to get the views and the clicks. And it's actually not based in any
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factual true, meaningful evidence. Yeah. Logan is by far possibly my single favorite
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twit, not Twitter X follow. I don't know him. I have not met him. But I love when he shows up in
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my feed, it's always fantastic stuff. He is his authentic self back to that example. Gotcha.
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100%. I mean, if you follow him, if you've ever seen him speak or whatever, you know, he gets these
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names and narratives for, you know, the, what does he call them? The something boys. I know,
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the housing bubble boys. And you know, it might not be bubble boys, because you know, I'll
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hold me about that. But yeah. But he's totally just his, his authentic unapologetically
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himself. And, and then we're going to get into some tactics in a moment. So, but the other thing
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I have stuck in my mind right now, maybe I'd love your commentary on this, because just
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today I was, I was watching some David Goggins stuff, right? Okay. Watched him. Yeah. Okay. So
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I was thinking of him when you said, be your authentic self. Now he might be an extreme
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example. And I know so he can be polarizing. And I know that's also advantage. She did like,
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you can be you have to be for someone, not for anybody. And my wife, she's like, oh my god,
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I can't stand all the f bombs or whatever. Right. And I'm like, I'm like, that's just part of who,
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but if you understand, again, context of where he has come from. And then I saw him
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on stage, speaking to this individual who stood up and said, I'm 26 years old, I'm completely lost.
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I don't know what I want to do with my life. And I'm like, hoping you can help me. Yeah. And he said,
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how the f am I supposed to help you? You don't even know what you want. Yeah. And so I'm just
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throwing that out there at you to see what, how you would take that and respond in the context of
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everything we're talking about with authenticity, right? Knowing your audience and things like that.
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I would respond to the question, how can you help me? No, no, no, two, two. That's an example of
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embracing your authenticity. Gotcha. The risk of offending.
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This is, this is one of the biggest tactics and strategies that I've the hardest time
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getting salespeople to buy into. Especially mortgage salespeople. When you're talking to Sass,
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Fintech, salespeople, that's kind of a different thing. They have a specific problem that solves a
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specific or a specific solution that solves a specific problem for a specific set of people and
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or companies that kind of know what they're doing. They know that if Apple reaches out to them for
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some reason, they know if they have the solution they're looking for or not, right? So they're not
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too worried about turning off people who may or may not be for them, so to speak. But in our
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industry, so many mortgage professionals see themselves as having a target client of anyone in the
23:59
market for a mortgage or not in the market for a mortgage or maybe just in the market for a mortgage
24:04
in the near future. Oh, I want to work at first time home buyers, I want to work at investors,
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I want to work with people looking to rehab their homes. I want to do reverse mortgages. I want to
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look for people who are looking for second loans to access their equity. If you're talking to
24:16
everyone, you are resonating with no one. That's the that's the the biggest issue. So for all the
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people who are themselves, despite the risk that that's going to turn off a number of people,
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I applaud that every single time because that's a person that realizes how many people
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there actually are. Yeah, like we just crossed what like eight billion people in the world or
24:43
something like that. Like it's it's wild. There's so many people, so many of them. Like how many,
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like when you get into the like the super weird stuff, like how many people are fans of a specific
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style of writing, but then also like this movie and then also this is their favorite color and then
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this is their favorite kind of food. You can put the weirdest combination of things together and
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there's still going to be a pile of people that fall into that demographic. Two sales people,
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I say pick your favorite demographic to work with and then be yourself. If you love helping first
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time home buyers because it's satisfying for you and because it reminds you of a niece or an
25:30
nephew every single time that you work with somebody in that age range or age bracket or you live
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in a college town and there's good opportunity there because a lot of people stick around and they
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get hired out of college and make decent money enough to afford a house. Talk to first time home
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buyers and don't worry if that turns off investors from you because there is plenty of market
25:51
opportunity with first time home buyers. Conversely, if you own investment properties and you can speak
25:58
that language because that's what you live and you really do specialize in helping investment
26:06
property owners refinance their portfolios so they can leverage their equity and build that portfolio
26:11
and buy further investment properties with it in certain strategic ways. Lean into that. There's
26:18
plenty of market opportunity in that and also your foundational knowledge in the industry is going
26:25
to allow you to deliver little pieces, little nuggets, little messages to all the other people
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also. But one of the first things that I do when I'm working with anybody on video content strategy
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is to help them dial in if they've not done it already a target client persona for themselves.
26:43
If not multiple, you should have multiple target client personas. If you are a married man with
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a happy family and you married your high school sweetheart and you specialize in new builder
27:00
business in a certain area, then maybe you shouldn't be speaking to everybody and trying to
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engage with and get business from divorces who need to figure out what to do with the mortgage
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on the property that just came to them or didn't come to them or whatever. That's not your
27:22
lane, man. There's no who you are and cater to who you are. So when you're publishing content,
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like being yourself and being authentic are two ways to just naturally, without even thinking
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about it, appeal to other people who have stuff in common with you. One of the things I led with,
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I love comics and superhero movies. I don't have to I don't have to convey that.
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Yeah, it's on your ear and I'm not and I'm not afraid for it to be there. Do you have any idea
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how many discovery calls or initial conversations I've had with people that have started with five
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to ten minutes of talking about Star Wars and Marvel? Right. Well, yeah, that's also sizeable
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audience of shared interest. Yeah. Sure. But these that makes that go from a an exploratory discovery
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getting to know each other call to have a friend who already knows you. And it's a report
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builder. Well, so if you like Star Wars, if you like, you know, whatever, fill in the thing,
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exactly. Exactly. Exactly. That person is already predisposed to being more comfortable with you
28:30
by the time they actually reach out. So being authentic in your content on stage, whatever you're
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doing, all it does is help you attract people that are easier to work with and easier to do business
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with. Yeah. And what I what are the the point that I like to make to a lot of people is if you do
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this for long enough and if you implement a content strategy, especially a video content strategy,
28:52
where people can actually see you and hear you and get to know you along the way for a long enough
28:57
time, a year, two years, three years down the road, the people that reach out to you aren't
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reaching out to you to see if you're the best option. They're reaching out to you because they've
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already made the decision to work with you. And then you don't have to worry about selling
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because at the end of the day, in our industry, a cell is just a commitment to serve.
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Somebody commits to you and then find I can then okay, now I can serve you through the mortgage
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process. Like the actual cell is a pretty small minority of what we actually do. The majority of
29:31
what we do with our clients is serve them. So imagine fast forwarding a few years down the road
29:38
after you've committed to this content strategy. And then people just start reaching out to you
29:44
to do business with you. And you can just automatically start to serve them without having to worry
29:50
about selling them. Yeah. The trust is already there. The decision is already made. Is that going to
29:56
turn off people? Are you going to lose business, lose attention from from certain people that
30:01
don't resonate with your message? Yes. Absolutely. But if you're resonated with everybody,
30:09
you're not prepared to handle that volume any way. Well, and that's impossible. Anyway,
30:13
100%. It's like I always tell small businesses everybody. Anybody who says I want to go viral,
30:18
help me. I want to go viral. So why do you want to go viral? It's going to hurt your business.
30:22
Yeah. Right. Oh, what do you mean? It's going to hurt my business. All right. Listen,
30:26
mom and pop shop broker shop. Let's say somebody gifted you a Super Bowl commercial tomorrow.
30:33
And that's Super Bowl commercial runs. You put you put some effort into the creative. It worked.
30:38
Right. And then the thousands of phone calls you get that Sunday afternoon. Are you prepared to
30:44
handle those? Or are you just going to end up with a whole bunch of people with lost credibility in
30:48
you? Yeah. Why? You know, a lot of a lot of the times of the reach that you think you want.
30:54
Yes. Isn't necessarily the reach that's going to be the best for your business.
30:58
Instead of going viral, focus on getting higher quality views, meaning producing content that's
31:04
going to resonate with your actual target market. And that way your views might be a little bit
31:11
smaller because it's going to appeal to less people. Those views will be of higher quality and they
31:17
will result in better and more leads from it. Okay. That's good strategy stuff. You've got to
31:23
get some time and think about all those things that might just walk us through. Let's now pivot
31:27
to some tactical stuff. Yeah. Talk to a while back. And of course, I'm looking at your LinkedIn
31:33
feed, which by the way is a great place to follow. Mike will put the links in the show notes. But
31:37
let's talk about hooks. Yes. Let's start there because there seems to be a formula or a recipe
31:44
for hooks. And you have a feeling or an opinion about how do you feel about hooks?
31:53
So I feel that I feel that most hooks are just to grab somebody's attention to make them watch
32:02
your content. But isn't that the purpose? No. Okay. This is where you say not yet the definition
32:09
of a hook is, right? Yeah. Yeah. Not if the piece of content doesn't deliver. Ah, okay.
32:18
Right. So there are a lot of people out there publishing what's commonly referred to as hook-based
32:25
content. You come up with a hook. I'm going to help you save $50,000 in two years.
32:31
Okay. And then well, what's the explanation on that? And then maybe they go into explaining a
32:36
two one by down or maybe they go into, if you pay this much extra to your mortgage and then over
32:41
the course of however long this amortizes, that's fluff. Man, nobody cares about that. Nobody cares
32:47
about that. If you tell somebody that you're going to help him to save $50,000 in two years and
32:54
then your content explains some technicality and backdoor math to kind of get there to where it's
33:00
on paper, but it's not actually realized in real life. Yeah. Actually going to lose your credibility
33:05
with your audience and people are going to start to tune out. People are going to get tired of
33:09
that stuff. Hooks that don't deliver are broken promises, period and hook is not just to grab attention.
33:19
A hook is also a promise of what the rest of that piece of content is going to be and the value
33:26
that's going to provide. So I can't stand hook-based content. I much prefer content-based hooks.
33:35
When you're planning a piece of content, put together something that's invaluable for a target
33:41
client or a target viewer provides them actual value with no expectation and return. Let's
33:49
be honest, you're posting this on social media. If they want to reach out to you, they know who you
33:52
are. Stop introducing yourself in the beginning of your videos. They know who you are. It's
33:57
posted from your account. They see your picture. They see your name. They know who you are. Don't
34:00
waste people's time. They're smart. People are smart. They know who you are. They know how to get a
34:05
hold of you. Just give them the value. After you know all the value that you're going to give them,
34:11
then use that to develop a hook that promises them what you're about to say.
34:19
I think that strategy of developing content-based hooks as opposed to just hook-based content
34:32
will give your content much more pointed direction. It will resonate much better. It will
34:38
deliver much better. Let's do this. You know, it's just a higher quality thing. You're ready to
34:44
be on the hot seat? I love it. Let's go. Okay. If you had enough die-coke, probably not. That's okay.
34:51
All right. Let's unpack that a little bit. Two in by now because that's part one, right?
34:57
How would you structure that if you were going to do a content-based hook, which is how
35:02
are you described it, I believe? Yeah. So two one by down. I would start with the piece of content
35:07
itself and plan out what I'm going to say. So I've done these for multiple brands in the past.
35:16
And especially with a two one by down, it's one of those things where you'd be very tempted to
35:25
calculate the two percent savings in the first year, calculate the one percent savings in the
35:29
second year lump all that together and then make your hook. I'm going to save you this much money.
35:34
But at the end of the day, that much money doesn't come from nowhere.
35:41
We have to be transparent and we have to be upfront with the fact that there is a cost for a two
35:47
one by now. And many does come somewhere. The seller's not always going to be willing to pay for it
35:52
for you. Of course not. All of those things. So instead of trying to sell people on a two one by
36:00
down, I would try to educate people about a two one by down. So my piece wouldn't be explaining
36:07
what it is. My piece would be addressing what all the other mortgage professionals are out there
36:12
saying. So my piece would be more centered around something like, hey, you hear a lot of mortgage
36:20
people out there saying how they can get you and illustrate two percent below market.
36:25
Here's how they're actually doing it. And then you explain this is called a two one by down.
36:32
This is how it works. That money does come from somewhere. You may have to pay for it. Sometimes,
36:38
sure, the seller will cover it for you. And sometimes if the seller covers it for you and it's not
36:45
raising the price of the property to compensate. And all of these things fall in line. Yes,
36:50
you can save this much money under these pretenses. But enough of the confusing math,
36:57
money doesn't fall from trees. This stuff doesn't come from nowhere. But this is a valuable tool
37:02
that you should consider if you're looking to buy a new home. Reach out to learn more.
37:08
That type of piece of cost, that honesty, that hey, all my friends in the industry might be doing
37:14
you a little bit of a disservice right now. One of the best piece of contents that I ever
37:19
published for more on behalf of mortgage companies and still does well every time we remake it
37:27
is a piece about how your mortgage lender might be setting you up for failure.
37:36
And that is a hook because it's true. And then that immediately follows with, but it's not
37:47
their fault. When you're actually qualified for a mortgage, the underwriting guidelines that come
37:53
from the government backed institutions that we pull all of those qualification parameters from,
37:59
they require that mortgage companies qualify you based on your gross income, not what you actually
38:03
take home. And when they count debts against you to figure out what you can afford as a housing
38:10
payment, they're just looking at your credit report. They don't look at your gas and your food,
38:15
your streaming services, your cell phone bill, your utility payments. They don't count all that
38:20
stuff. So just because you qualify for a certain amount doesn't mean that that's what you can
38:26
afford. What you can afford is up to you. You're the only person who can give context to that.
38:32
So make sure that you're putting together an accurate budget for yourself throughout this
38:36
process to make sure you're not fighting off more than you can chew. And we can set you up for
38:40
success. You know, like that type of thing, instead of, oh, gross income qualification makes it so
38:46
easy to qualify for a home. Like that's that's instinct. That's that's sales. This other thing,
38:55
that's marketing and trust building with a long term strategy.
38:59
All right. Let's dive a little bit then into captions or titles, right?
39:04
Yes. So I'm scrolling one particular Instagram feed right now.
39:08
Do you feel I'm just going to give you a couple of titles? Yes. Home buying hack for 2023 market.
39:15
Hate it. There are no hacks. Everybody knows everything. So immediately you question it.
39:21
100% there are no home buying hacks. If it was a hack that worked, then tons of people would do it
39:29
and it turns into a strategy, not a hack. Hack is flashy. Hack is something that hack is is is
39:39
meant to appeal in my in my subjective opinions. I believe that home buying hacks are meant to
39:48
appeal to people who are looking to cut corners, cut corners, attain something that is too good
39:59
to be true. A lot of times things like that. I really like as opposed to home buying hacks,
40:08
I would go with something like home buying strategies that actually work or prove and prove
40:16
in home buying strategies that actually work. How about secret to beat rising rates?
40:28
I don't tell you a problem with that one. I don't know if it's a secret, but if that gets
40:33
somebody's attention, then that's okay. I actually just heard about the concept of a rehook.
40:41
Which I really like. I'm working that into my content now too. A rehook is something that immediately
40:48
follows the hook that either cements it for a specific subset or target viewer or contradicts it
40:58
to increase the, make the spidey senses tingle a little bit more. So to speak, right? So if
41:05
if there's a secret to beat high interest rates, maybe you immediately follow that with a rehook of
41:16
okay, it's not really a secret, but hardly anybody's doing it.
41:21
You know, like it's like, okay, your hook got my attention. Oh, okay, now I'm listening.
41:29
Little no. Now I get it or or your big hook is forget what Uncle Ned said at Thanksgiving.
41:35
You don't need 20% down to buy a home, right? And then you immediately rehook them with and sometimes
41:41
you can buy a home with nothing. Oh, okay. Now now I'm listening. This is this is great. This is
41:51
good. You know, all right. I'm just going to keep peppering you if you don't want to keep going.
41:56
And I appreciate you being on the hot seat about big mistake homeowners make. I like those like
42:02
those because yeah, lots of people are always looking for mistakes to avoid those, those pieces do
42:10
well. Okay. I already know you don't like hacks. So I assume you don't like the word tricks either.
42:15
Like real estate buying tricks hacks and tricks and test them. You know, that's one of those things.
42:21
They could work for certain audiences just because I don't like it. Doesn't mean your audience
42:27
isn't going to like it. I like strategies better than tips and hacks. But there's nothing wrong with
42:33
making one piece of content and then changing up the intro, turning it into three pieces of content.
42:38
One says tips. One says hacks. One says strategies. Run them on a Monday, Wednesday and Friday and
42:42
see what performs best. Test it. That's right. Keep in mind all marketing is a test, right? That's
42:47
right. And let's not make the mistake of it being about views.
42:53
Views and every creator worth their salt that has attained any level of success will tell you
42:59
that views are very largely vanity metric. Right. Because you can get thousands of views and get no
43:05
business. Now, if you're in this to create content so you can monetize that content through
43:12
on-platform ads and brand partnerships and stuff like that. That's a different thing. You
43:17
want views. If you want to be a YouTube superstar, if you want to be Instagram influencer, you want
43:22
views. But that's not typically what we're creating video for. We're creating video for awareness,
43:28
trust and familiarity with with featured clients and referral sources. Our videos are monetized
43:37
through the business. It brings us not through actual ad on video ad revenue.
43:43
So our strategies shouldn't really be revolving around pure views. I'd rather have a video that
43:51
gets a thousand views and brings me three leads that a video that gets a million views and brings
43:57
me one lead. Fair enough. What about the secret to buying a home in 2023?
44:03
Or see, I mean, secrets. Again, test and observe. I prefer the best home buying strategies
44:12
for 2023, 2024. Do you like these ones that are like how much you need to buy a X price home?
44:18
Yeah. I like that. And I like it even better if you can cater those to your specific area that
44:23
you market to. If you're trying to win local, those are big. Especially if you can do multiple
44:29
pieces that are specific to zip code. Like those are they're naturally going to get much
44:34
smaller views in the view count. But if you're catering actual data to certain zip codes,
44:42
the people that do view it are going to be ultra high intent. Here's one I've seen pop up.
44:48
This is how your car is costing you a hundred thousand dollars.
44:52
Interesting. That's interesting. It's about getting rid of a $600 car payment over time.
45:02
If you can get rid of that payment equal to an additional $100,000 of purchasing power when you buy
45:06
a home. Yeah. I'm not a big fan. That wouldn't hook me in. But again, a lot of the stuff.
45:16
It sounds unrealistic. Yes. A lot of this stuff is subjective.
45:24
You don't know who you're talking to. Like who's cars costing them a hundred thousand dollars.
45:27
Like you could be looking at a property investor who's driving around in the brand new G-Wagon saying
45:32
this calls way more than that. Or you could be talking to the poor college kid who's eaten ramen
45:39
for lunch saying, oh, yeah, right. I could never afford it. Like there's no way my $10,000
45:46
used Corolla could ever cost me a hundred thousand dollars. You know, like that's interesting.
45:52
By the way, this is not a fair setup to you or probably fine. It's all good. I think that
46:01
your car is costing you too much money. Or this is how your car is costing you too much money.
46:07
I think leaving you. How about is your car payment keeping you from buying a home?
46:13
That'd be great. That'd be fantastic. And that's a good little back of what is kind of a little
46:20
like a pseudo little workshop here kind of sussing out. I do believe that copywriting is important.
46:26
I mean, I used to study copywriting back in the day. Yeah.
46:28
Apples, Ogle V, Claude Hopkins, Halbert, right. All those guys, like words matter, right.
46:35
And words definitely attract people. That's right. So was that is your car? How
46:39
your car is costing you a hundred thousand dollars? Was that some, was that a mortgage profession?
46:44
Yes. And it was talking about if you're, if you have a $600 payment and you got rid of that
46:48
payment, you now have an additional 100k worth of affordability. Gotcha. So it's a bit of a long
46:54
winding road to get there, but who's going to be like, okay, dude, dump your car, go buy a
46:59
beater. And now you can buy a house. Yeah. I like, I like your copy better on that.
47:08
Then, then, then, then my copy for sure. But the, but the $100,000 thing is, like you say,
47:15
if it, if it's not a direct road, if it's long winding and it requires you to do math for them,
47:20
it's, it's probably not going to, it's probably not going to hit home for too many people.
47:26
Do math. No one likes to do math. Except no one likes to do math. How do you, here, I'll put you
47:31
on the spot. Explain to me how DTI is calculated. Geez. Now you call me off guard DTI. So you take
47:38
your gross, if I'm correct, it's been, it's been a minute. You take your gross income and divided
47:43
by, but then, what's it? There you go. Most more, most more, your professional is going to explain
47:50
to you exactly how DTI is calculated. Yeah, I know. They're going to, they're going to go out,
47:55
they're going to go out in their video. They're going to say you can qualify with up to a 43%
47:58
DTI for this loan program, which means that if you take your gross income and then you subtract
48:06
all of your, all of your expenses and then what you're left with is, you know, 57% of that gross
48:13
swipe people are gone. People are gone. And this is kind of where the copywriting mentality comes in
48:19
because if you just say, hey, listen, anytime you see something that says 43% maximum DTI,
48:27
all that means is that as long as you're spending $43 or less of every 100 pre-tax dollars you make
48:39
on your housing payment and other expenses, you qualify for a loan.
48:43
Much easier. You know what I mean? Stop doing math for people. If you can add all the void doing
48:50
math, but that's the one thing that will make people tune out faster than anything in the world
48:54
is math. Just, just don't do it for them. You can give them outcomes, you can explain it to them
49:00
in creative ways, different things like, but actually doing the math, that's for the conversation
49:07
you have with them. Don't forget that these videos are not intended to sell.
49:12
You don't want to post videos. You don't want to post content to get people coming to you saying,
49:16
I'm sold, let's go. That's not the point. That's unrealistic. These are conversation starters.
49:24
Okay, let's pivot to this. The diversification of, and this is going to be dependent upon the
49:35
platform we're talking about. I happen to be sharing Instagram right now, but the question I was
49:40
going to ask was video versus images, like Instagram, carousels, versus images, etc. Any quick
49:49
commentary there? Right now, especially now, with the rise in AI and all these AI generated tools.
50:00
Oh, it's very easy to produce a whole lot of different content without you really being a part
50:10
of the creative process. It's a blessing and a curse. It gives you a boatload of images or carousels
50:19
or written content that you can post at your whim. That's fantastic. But think about the viewer.
50:27
Think about the person on the other end. They don't know who's coming up with this stuff.
50:32
They don't know who's writing this stuff. And odds are, if you've been posting content for a
50:36
little while, and then you lean in heavy to AI content without taking the time to edit and make
50:40
sure it sounds like you viewers and readers are smart. They're going to know it's not you.
50:46
But we're not yet to a point where AI can deep fake all of our faces based on two selfies and
50:54
our camera roll yet. But for now, video is the most, the most authentic way that you can engage
51:05
with someone because you on camera speaking the message to them is instant credibility. They know
51:13
exactly who is delivering that message to them. So I believe the video content is king. I'm
51:21
obviously biased. That's what I know and love. But logically, from a consumer's perspective,
51:30
I would much rather see, I would much rather see Jeff explaining a topic to me than scrolling
51:39
across his LinkedIn carousel to kind of pick up the same message. That's me. That's how I watch
51:47
things. That's how I view things. But if that's not how you view things and if that doesn't meet
51:54
your content consumption habits, then I always like to advise people to create content in a very
52:03
similar way that they consume it. Yeah. Yeah. So if you're a big reader and that's just what you
52:08
prefer, then start writing. That's okay. If you're a podcast listener because you're in the car
52:14
all the time, then do audio. Do an audio podcast. If you don't want your face on camera, that's fine.
52:22
Like, there's nothing wrong with that. And then that's also just going to play into your hands
52:27
of being able to attract viewers and audience that have that in common with you.
52:34
Yeah. I think there's, it comes back to intention and what's appropriate for this situation.
52:40
I know there are people on Instagram specifically who use carousels of well for educating with
52:49
elements and bullet points, things like that and taking people through this kind of guided
52:53
process. Like I'm looking at one right now. Step one, step two, step three. Could that be a video?
52:58
Sure. This person would do a fair amount of video. But I think what I agree with you is like,
53:04
how do you consume consume content? Well, I don't want to say just that because
53:07
those things should be both. I always think it should be because there's a certain percentage
53:12
of the population. You can almost kind of split it in half depending on what platform you're on.
53:16
Right. Most platforms, it's going to lean much more heavily towards video these days.
53:21
But if you're on a platform like I know and love like LinkedIn, you can almost split it in half
53:25
the people that prefer reading versus watching video or listening to something, which is why
53:32
I always tell companies like, listen, if you publish a blog, every single blog post needs to have
53:37
a matching video about that same topic, delivering the same messaging, every single one of them.
53:42
Because all you're going to do is double your potential audience for it.
53:48
Yeah. We got a few minutes left. You had what I'll call having authentic post recently four days
53:54
ago on LinkedIn. All right. You said you haven't been taking your own advice. 100%.
54:00
Go ahead and just debrief that for us. What did you mean? And what are you changing?
54:03
So I always encourage the people that I work with whether whether we're
54:10
coaching them live to help them make their content right there on the spot
54:14
or whether we're producing content for them or we're just putting together some coaching and
54:18
strategy on how to implement things a little bit better. I always advise people on including
54:25
CTAs once in a while calls to action are important. And I distinguish a call to action between,
54:33
I call them I classify them as soft and hard calls to action. I think a hard call to action would be
54:40
DM me with the word zero. If you want to know more about this down payment assistance program
54:45
or go to this website and click this button and you'll get this tool that I've created for you,
54:51
this lead magnet, you know, whatever it is. That's a hard call to action. I want you to do this
54:56
right now. Subscribe to my channel. Comment down below. Let me know your thoughts on this question.
55:04
That hard CTA. I'm in a place for those. They work fantastic, especially when it kind of works
55:11
in with the piece of content rather naturally because of the subject matter you're talking about.
55:15
A soft CTA is just letting people know that you're available. Oh, by the way,
55:22
if you have anything to help, I'm here for you. Like feel free to reach out to me. Like email,
55:27
call, DM, whatever, how you're comfortable doesn't matter. Just want to let you know I'm here.
55:32
I'm available. I genuinely do want to help. You got to understand that once you once you get to
55:37
a certain place in your content creation journey, the people that pay attention to you,
55:42
the people who you show up in their feed all the time, your audience, your fans,
55:48
your a minor celebrity to them. And that can be intimidating to many people. Intimidating enough
55:55
for them to take your advice and then reach out to someone they're more comfortable reaching
56:00
out to. You never want that to happen because if they're taking your advice and they're taking
56:05
all your value already, you want their business. So let them know that it's okay for them to reach
56:12
out to you. So every once in a while, just a simple, by the way, if you have any other questions
56:16
on this, I have some free time on my calendar than a couple of days. Feel free to reach out to me.
56:20
We'll hop on a call and talk about how this applies to your situation. Like that's a nice little
56:25
soft, personable hands off like non ordering them type of type of CTA. I am not as a knockdown drag
56:41
out incredible salesperson. In this whole journey of starting the video agency and doing all
56:48
this stuff, I have come to the crystal clear revelation that I am a strategist and educator.
57:03
I am really good with strategy education and coaching. I'm not a great salesperson. It's not
57:10
a strong point for me. So when it comes to getting new clients hopping on discovery calls and
57:15
stuff like that, I talk a lot about what I have to offer and how it can help. I was talking less
57:24
about their actual goals they're looking to achieve and what the actual value that this help would
57:29
provide to their organization. I'm getting better. I'm doing better at that. Being more
57:35
and thoughtful with that. And then also in my content, I love providing value and tips and tricks
57:42
and strategies. You see, I post fresh video on all the socials every single day.
57:49
It's fantastic. I love it. It's great. I like helping people that way. I really do.
57:55
Which makes it hard for me to include CTAs in my own content, even though I'm telling people
57:59
to do it for their content. And it shouldn't be as it do as I say not as I do thing.
58:05
So I produced what I was comfortable with a one minute long CTA.
58:14
It was very conversational. Just say, hey, just so you know, like, I watch back the edit on this
58:22
thing and I'm realizing that I'm not including CTAs. Like I tell people to include in their own
58:27
stuff and I'm trying to get better on that. So bear with me. But this is me with a call to action
58:33
to let you know that I'm here for you and I'm available. You know, and I'm just trying to get
58:37
better with practice and repetition, getting more comfortable. I don't want to say pitching myself
58:43
because I don't like to pitch myself, but just making myself more available to people
58:49
through my content. And just like, I know that I'm available to people, but they might not.
58:55
So soft CTAs every once in a while, I will toss in a hard CTA. But I also think that maybe
59:05
depending on what you're doing, depending on your personality, no more than 20 to 40% of the
59:10
stuff that you publish should really have a CTA in it because you don't want to feel too salzy.
59:15
You should have half or more of your content providing value with no expectation and return because
59:22
that's going to go the longest way towards building trust with you and your audience. So I never
59:26
want to lose that. But yeah, I need to take my own advice and start including some CTAs. Again,
59:34
I post every single day and last year, I missed a lot of opportunities because of it.
59:41
Well, that's very honest. And I can relate to that. And I'm sure some people listening can relate
59:44
to that as well. And it's okay if you're putting out value that's helping people, you owe it
59:51
to them to have that CTA if you can actually make a difference in people's lives. So here's your
59:57
other opportunity. Yes, it's CTA. Yes. Or should people listening go to follow you, follow your
1:00:04
content to engage with you? So I don't speak direct to consumers with my tips, tricks and strategies.
1:00:10
I speak to business professionals, companies, organizations, startups and SMBs specifically.
1:00:17
And of course, my lovely, my lovely mortgage and real estate brethren.
1:00:22
Therefore, because I'm mainly speaking B2B, I live on LinkedIn. So find me on LinkedIn,
1:00:30
Mike Ferrasi, F-A-R-A-C-I. And you'll find me. You'll see what I'm up to. Give me a follow. I will
1:00:38
show up in your feed every single day. If you DM me with something that's not a sales pitch and
1:00:44
a calendar link, I will respond. I do not hire anybody for that. It's all me. I want to talk with
1:00:51
you. I want to engage with you. I want to help find me on LinkedIn, hit me up. And if you want to
1:00:56
figure out what I'm doing with my company and a couple of the offerings with the video agency,
1:01:00
head over to hittheredbutton.com. Awesome. Very well done. And I know some people listening are
1:01:06
going to follow you up on that wonderfully structured call to action. Thank you. I felt like it
1:01:12
was written on my hand. No, excellent. And we'll link that to show notes as well. So everybody can
1:01:18
just do that easy tap. You'll just sting right now, thumb tap, whatever it is that you do. Hey, Mike,
1:01:22
really, really enjoyed this man. I appreciate it. I did too. Thanks a lot for having me, Jeff. I
1:01:26
appreciate it. You bet listeners, you know what to do. First of all, follow the links in the show
1:01:29
notes. Secondly, if you like this episode, hey, leave us a review and get the opportunity. We'll see
1:01:34
on the next one. Bye for now. All right. Well, thanks for tuning into today's episode. Hey,
1:01:38
you got a question for you. Are you struggling to get engagement and referrals from real estate
1:01:42
agents and feeling like you're constantly fighting for business in a crowded market? What if I
1:01:47
told you there's a way to attract agents to a provide unique value that helps them grow their
1:01:52
business and generate referrals on demand, helping you become the dominant loan officer in your
1:01:57
local market. Look, I was an originator for over 10 years. I understand the frustration of
1:02:02
feeling like you're just another player and a sea of competitors and you're struggling to stand
1:02:06
out and get noticed by the agents that you want to attract and engage with. What if I told you
1:02:11
there's a way to flip the script and position yourself as the go-to lender in your market attracting
1:02:15
agents, not chasing, not paying for leads, not cold calling, but actually generating referrals
1:02:20
on demand. And the best part, you don't have to ever make a cold call or chase leads again. You
1:02:26
don't have to work with weenie head agents if you don't want to. This is what we help the
1:02:30
originators do at the my agent classes membership. What do you get? You get exclusive access to our
1:02:36
private community of like-minded law officers where you can network, share best practices,
1:02:40
get ongoing support to grow your business, and you get a turnkey platform that helps you build
1:02:45
your personal brand that moves you from solicitor and vendor to partner and peer. You attract
1:02:51
agents. You increase conversations and you increase your referrals all without chasing, without begging,
1:02:58
playing the game, paying for leads. You just by doing what you love to do, which is help other
1:03:04
people solve problems. So how do you learn more? Go to mortgage marketing.pro. What could call
1:03:10
with me? And I'll take you through the library. I've done for you agent classes that you can
1:03:14
use to just plug and play and follow our proven system of train the trainer. You don't have to be
1:03:19
the subject matter expert. Think of yourself like the nightly news reporter is just sharing the news.
1:03:24
You also get access to our marketing automation platform that will
1:03:27
attract, engage, and convert agents to referral partners for you. Scripts,
1:03:32
checklist, downloads, automated email, SMS, text messages, done for you landing pages, and more.
1:03:38
You also get our market maker content, which is the social media images to help you promote your
1:03:42
class online. And again, every Friday at our mortgage marketing mastermind call, you get access to
1:03:48
top L.O. speakers, coaches, connect and collaborate with what's working right now in today's market to
1:03:53
help you grow your business. So you don't have to struggle and try and figure it out all on your own.
1:03:58
Don't miss the opportunity to learn more about what's helping so many originers succeed
1:04:03
and become the go-to lender in your local market. What could call with me now mortgage marketing
1:04:07
off, bro? We'll see you on the other side.