Latest / Mortgage Marketing Radio / The Power of Video to Grow Your Business

Transcript

The Power of Video to Grow Your Business · 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.
• 0:58
  Visit LOKestudy.com and download your free copy today.
• 1:03
  When I started because it was about two years ago, so I was right when COVID hit.
• 1:06
  So started making a lot of videos, ton of content, COVID's there.
• 1:10
  So all the in-person networking events that we're doing were no longer.
• 1:14
  So it was about a year of doing it and I hadn't gotten a ton of growth from that.
• 1:18
  It was pretty localized still.
• 1:20
  And then we had the first, it was like a remax grand opening.
• 1:22
  This was the first in-person event since COVID.
• 1:25
  And when I went to this event, usually like when you're networking, it's, you know, hey,
• 1:29
  I'm Trevor.
• 1:30
  I do mortgages and blah, blah, blah.
• 1:32
  There were realtors coming up to me that I didn't know who knew exactly who I was.
• 1:36
  And they were all coming up having conversations of, I love your videos, man.
• 1:39
  I watched all of them.
• 1:40
  That's amazing.
• 1:41
  Can we link up and talk?
• 1:42
  And I'm like, this is realtors asking me to coffee now.
• 1:45
  And it was crazy seeing that flip.
• 1:48
  And again, that was not a huge following.
• 1:49
  This wasn't millions of views like I'm getting now.
• 1:51
  It's literally just making videos that are good quality and adding value.
• 1:56
  And it led to a ton of business.
• 1:58
  Hey, hey, Jeff Zimper, host of the Market to Market and Radio podcast.
• 2:17
  Thank you once again for tuning in.
• 2:20
  So thrilled you are here.
• 2:21
  We're going to get into this week's show in just a brief moment.
• 2:23
  But before I do, can I tell you how amazing it is to see loan officers succeeding in the
• 2:29
  current market, stepping out of their comfort zone, showing up and delivering value in their
• 2:36
  local market, attracting agents, getting referrals on demand.
• 2:40
  It's really impressive to see that, like, you know, sometimes life we're put in situations
• 2:44
  where we've got to do what we've got to do, right?
• 2:47
  It is what it is, right?
• 2:49
  Things don't change sometimes unless who changes, unless we change, right?
• 2:52
  And the change many of us need to make in the current market is to get active, to actually
• 2:57
  be in pursuit mode, right?
• 3:00
  And by pursuit, I don't mean chase, I don't mean beg, right?
• 3:04
  What I mean is pursue the activities that will generate the results, what they are, right?
• 3:10
  And one of those activities, of course, gets down to creating awareness in your local
• 3:13
  market, expanding your brand, driving more conversations with the shortest path to business,
• 3:22
  to sources of business that exist usually in your local market.
• 3:25
  Still today is going to be direct access to those productive, active real estate agents
• 3:30
  who are talking to clients, potential clients are generating leads.
• 3:34
  And by the way, there's a huge disruption going on that not many people are talking about.
• 3:39
  And that's the disruption of relationships.
• 3:42
  The disruption of relationships between what was the status quo of a real turn, a lender
• 3:46
  which is now in disruption or open to, right?
• 3:51
  Other solutions.
• 3:52
  Reason being is because in any market like we're in with a shift, the tectonic shift,
• 3:56
  what happens, right, is the plates move, the earth moves, right?
• 4:00
  And it creates friction and there's differences that happen and sometimes those relationships
• 4:04
  and sometimes those relationships aren't what they once were and certain people are open
• 4:08
  to new opportunities.
• 4:11
  This is your opportunity, right?
• 4:13
  You've heard that quotes ad nauseam, I'm sure by now, about now's the best time to invest,
• 4:18
  right?
• 4:19
  Is when there's quote, blood in the streets where people are afraid, people are nervous,
• 4:22
  some people are attracting, but not you, not my listener, you're expanding, you're going
• 4:25
  to reach into your local market and you're going to attract and capture new agents that
• 4:30
  you haven't worked with before, where you're going to activate those agents.
• 4:33
  You don't yet have a deep enough relationship with or even better, how about contacting
• 4:37
  those listening agents, the listening agents, yeah, that you were on the other side of
• 4:40
  the transaction with and you never pursued, well, here's a great opportunity and platform
• 4:44
  to do that.
• 4:45
  It's called my agent classes and it's part of the mortgage marketing grow membership.
• 4:49
  And we have got success story after success story after success story.
• 4:53
  You can go check them out yourself over at mortgagemarketing.pro.
• 4:57
  Here's my, here's one from Michelle Castle, a wonderful producer out in Texas, and a wonderful
• 5:02
  just human being, right?
• 5:04
  She's already a top producer, she's already a hundred million dollar producer.
• 5:08
  She likes the my agent classes content because it frees her up so she doesn't have to create
• 5:12
  class content.
• 5:13
  She just chooses her class and launches the marketing platform as that simple and she's
• 5:17
  in front of agents adding value driving conversations, both new and existing agents, right?
• 5:22
  And then of course, there's my one of my favorite stories from Chris Cogel who's been a member
• 5:26
  user of mine for a long time.
• 5:28
  He's been teaching classes for years and he recently received after doing classes for several
• 5:34
  months.
• 5:35
  He's accumulated 35 referrals, close 25 loans for a volume of 5.375 million all from agent
• 5:41
  classes, right?
• 5:42
  Here's Melissa Condensa, she held her first class today on social media trends for 2022.
• 5:46
  She had 12 agents in person and another six on zoom.
• 5:49
  The agents love the content.
• 5:51
  Now she's got engagement conversations and you know what happens after this, right?
• 5:56
  The resistance is down.
• 5:57
  You're not chasing.
• 5:58
  You're attracting.
• 5:59
  And when you follow our process for the post class follow up, you get meetings.
• 6:03
  You get conversations by guys and gals, this game of working with agents.
• 6:07
  You've got ABC level agents, all at different levels.
• 6:11
  People process technology, people, agents, referral partners.
• 6:15
  We still need them process.
• 6:16
  How are you getting in front of them?
• 6:18
  What systems and tools are you leveraging to scale and accelerate your results?
• 6:24
  I don't know of a better platform to do that than leading with education, be a virtual
• 6:28
  or in person classes.
• 6:29
  The whole system is done for you.
• 6:30
  Go look at it.
• 6:31
  Mortgage Marketing.
• 6:32
  GoPro.
• 6:33
  Okay.
• 6:34
  This week, especially episode coming to you with my new friend, but fast friend, Trevor
• 6:40
  York, who's a mortgage professional up in Reno and his works in the same office team
• 6:47
  of Neil Dinger, some of you may know Neil.
• 6:49
  I've had him on the show twice before I think.
• 6:52
  I recently went up to a content day with Neil where I filmed a half a dozen videos of
• 6:57
  my own that you're going to be seeing coming out and really kind of dialed in my video
• 7:00
  content strategy, which I'm grateful for Neil to Neil for helping me with that.
• 7:04
  If you're a considering and rolling in Neil's program, the content accelerator, day with
• 7:09
  Neil content, anything, Neil does is great.
• 7:12
  We'll make sure you check that out, but Trevor York, Trev York on Instagram, I'll put a
• 7:17
  link to his Instagram in the show notes, he's got 108,000 followers and he's only been
• 7:21
  originating for a few years, handful of years yet he's rocking 30 million a year.
• 7:26
  And why I brought Trevon is because not only does he know a heck of a lot about content
• 7:32
  and creation and the ins and outs and how to do video and things like that, but he's got
• 7:37
  his own cool stories about how using Instagram in particular to generate consumer direct leads
• 7:43
  as well, but also to build a build a bridge to those realtor conversations that we're all
• 7:48
  looking for.
• 7:49
  And so I just thought having Trevon would be a wonderful education, a crash course in
• 7:53
  leveraging video content and Instagram in particular to accelerate your results.
• 7:58
  So if you're looking for better results, more engagement, more leads coming your way,
• 8:03
  right?
• 8:04
  Conversations from Instagram.
• 8:06
  This conversation today with Trevor York is for you.
• 8:09
  So let's get into this week's show Trevor, welcome to show what's going on, Jeff.
• 8:14
  Hey, man.
• 8:15
  Good to see you again.
• 8:16
  Last time I saw you, I was up there in Reno getting some awesome video content, which
• 8:21
  I know we're going to talk about on this episode video content.
• 8:23
  I thought I'd kick it off though for listeners.
• 8:27
  Let's set the stage.
• 8:29
  Who is Trevor York?
• 8:31
  How long have been in mortgage?
• 8:33
  So yeah, loan officer been in mortgages coming up on six years.
• 8:37
  Okay.
• 8:38
  So built my business kind of the traditional way and then did a lot of stuff on social
• 8:42
  media.
• 8:43
  So now it's kind of funny because loan officer is obviously my day job, but a lot of people
• 8:47
  see me as a content creator now too.
• 8:49
  Yeah, right.
• 8:50
  Because somebody who doesn't necessarily know you per se, I mean, obviously you have an
• 8:54
  Instagram page.
• 8:55
  We'll talk about that.
• 8:57
  Any links you hear today gang, it'll be in the show notes.
• 9:01
  But let's let's go back then.
• 9:02
  So six years, first of all, what how'd you get in the business people?
• 9:05
  That's always curious.
• 9:06
  The origin story.
• 9:07
  Yeah, I think it's just like everybody.
• 9:10
  You don't, you don't plan on becoming a loan officer.
• 9:12
  I didn't even know this job existed prior to getting into it.
• 9:16
  Really long story, but the condensed version was I met a guy on a plane.
• 9:21
  I just started a business in casino gaming actually.
• 9:24
  So completely unrelated talk to that guy on the plane about it.
• 9:27
  So I'm again, a few months later, I'd sold the business.
• 9:30
  So when he was asking how it was going told them sold it.
• 9:32
  So I'm just skiing every day.
• 9:34
  So if you know anybody hiring like halfway kidding and he owned a title company and he's
• 9:38
  like, dude, I'll take you.
• 9:39
  So in the process of me going to like work for him at a title company, he actually ended
• 9:44
  up selling the title company going into lending.
• 9:47
  And he said, wherever I go, you have a place.
• 9:49
  So kind of a weird turn of events that led me in doing this.
• 9:54
  Then you got into originating loans and it was an instant success.
• 9:58
  No, definitely not.
• 10:00
  Yeah.
• 10:01
  Because that was about 2017, started 17.
• 10:04
  So I didn't do a re-fi for like two and a half years into the business.
• 10:10
  So for me, it was like your gaining credibility was your credibility.
• 10:14
  Right.
• 10:15
  I mean, yeah, first year I made close to nothing.
• 10:18
  And then it was interesting how quickly it starts to compound.
• 10:21
  But that first year was definitely not an instant success.
• 10:23
  I was a lot of grinding and phone calls and cold meetings and that's tough.
• 10:31
  Yeah, it is.
• 10:32
  It's actually tough to ramp up in this business and get that plane off the runway.
• 10:36
  What is your primary source of business today?
• 10:39
  Now a lot of it does come in one way shape or form.
• 10:42
  It comes from social media.
• 10:44
  That's a big pillar of the lead gen portion.
• 10:47
  And then there's still a lot of the traditional stuff of just calling on realtors and creating
• 10:52
  relationships with them, helping them with their marketing.
• 10:55
  Because I mean, you're the king of this, just find a way to add value and that's how you
• 10:59
  gain relationships and that's kind of the primary way.
• 11:02
  So even if they're not coming from social media by having the skill set that I've developed,
• 11:07
  it's definitely a leverage piece for me to get more relationships.
• 11:11
  All right.
• 11:12
  And can you give me a sense of like average units volume, you know, for the, for where are
• 11:18
  we now?
• 11:19
  2021 or sorry.
• 11:20
  Yeah.
• 11:21
  Yeah.
• 11:22
  20.
• 11:23
  Yeah.
• 11:24
  I don't even know.
• 11:25
  You know what I'm asking.
• 11:26
  I think over the last like, say 18 to 24 months, it's probably averaging around 3 million
• 11:32
  a month.
• 11:33
  So that's excluding like obviously the high months that we all had and then the freakishly
• 11:38
  low ones.
• 11:39
  So that's how the ballpark.
• 11:41
  Okay, man.
• 11:42
  Good for you.
• 11:43
  So like 30 million.
• 11:44
  That's good.
• 11:45
  That's really solid.
• 11:46
  Yeah.
• 11:47
  That's a good living.
• 11:48
  Yeah.
• 11:49
  Definitely.
• 11:50
  It beats working in the casino.
• 11:51
  That's for sure.
• 11:52
  Sure.
• 11:54
  So then this is why I wanted to have you on is because obviously I kind of get to see
• 11:58
  who you are and what you do when I was up there for the content day with Neil and group.
• 12:05
  And that's what I wanted to talk about is, you know, because we're riding this fence and
• 12:10
  you kind of alluded to it a moment ago is we're riding this fence.
• 12:12
  I use the term hybrid loan officer, right, which is somebody who's getting business
• 12:15
  from the traditional past database, referral partners, all kind of yes, but also getting
• 12:20
  business, you know, being modern online digital social, all that stuff.
• 12:24
  Yeah.
• 12:25
  Are you saying that you you kind of ride that fence like you get both sources?
• 12:29
  Yeah, definitely.
• 12:30
  But it's it is interesting how blurry that like the line is because there's the traditional
• 12:35
  way.
• 12:36
  There's the modern way.
• 12:37
  But it's the best way to I think take advantage of this modern way of getting business
• 12:42
  is to leverage it in the traditional form.
• 12:44
  So I think that's a piece of a lot of people misses.
• 12:47
  They think you just start making videos, you start doing online ads, whatever it is.
• 12:51
  And then all of a sudden you just get a massive amount of inbound, which you definitely
• 12:54
  do get those like the direct leads that come from creating this kind of stuff.
• 12:58
  But then using that skill set and those tactics to then go back to the traditional form
• 13:02
  of face to face relationships, that's where I'm seeing like the biggest return.
• 13:08
  So that line is it is funny because when people say like how much your business comes
• 13:11
  from social in some way, you could tie back almost all of it to that.
• 13:16
  So even if it's not a lead calling me from a video I made, it's a relationship I developed
• 13:20
  from it or for a partner that I wouldn't have gotten in the room with had I not done
• 13:24
  this stuff.
• 13:25
  Okay.
• 13:26
  So roughly six years ago, you started your career, were you good with this back then digital
• 13:32
  social media?
• 13:33
  Yeah.
• 13:34
  So I was actually like going through college, I would film weddings and shoot videos and
• 13:37
  stuff as as a hobby, past career was in television, live TV.
• 13:42
  So I always had a media background and want to do it.
• 13:45
  Social media has been definitely a moving target like you've seen it too.
• 13:49
  It's just you got to stay on it.
• 13:51
  So I've always been active on it, but not to the level I am now.
• 13:56
  And that video skill set's always been around, but now it's being applied very strategically.
• 14:00
  Well, if we roll back six years ago, right, it wasn't quite as prevalent as it is today.
• 14:05
  Like when you made that shift, you, I'm going to assume you probably started in the more
• 14:10
  traditional sense and did you, number one, did you start with like, you know, going
• 14:14
  after realtorches, door knock and all that?
• 14:16
  Oh, yeah.
• 14:17
  Yeah, cool calling.
• 14:18
  Okay.
• 14:19
  Wow, that's fun.
• 14:20
  Yeah.
• 14:21
  And when did you start layering in or when did this thing of social media and right, building
• 14:25
  a brand in presence, when did that open up for you?
• 14:29
  So it was actually about two years ago.
• 14:31
  So first four years in the business was completely old school was not utilizing this at all.
• 14:37
  I think in the first four years, I was doing loans.
• 14:40
  I made like two or three videos.
• 14:43
  And they got good responses.
• 14:44
  It's a different animal because it's a volume game.
• 14:47
  So I would put a lot of effort into these videos and how I'm shooting them, how I'm writing
• 14:51
  them, how I'm thinking about it.
• 14:53
  And then you're just not doing it enough.
• 14:55
  So it kind of worked to some level when people saw me, they're like, oh, yeah, man, you're
• 14:58
  doing like accounting or insurance or something, right?
• 15:02
  And I'm like, oh, loans, like, you know, everybody confuses the same like boring numbers.
• 15:06
  Yeah.
• 15:07
  I'm like, yeah, just saying the most boring job you could think of, but yes, I do mortgages.
• 15:13
  And then two years ago, I joined Neil, who is kind of all in on this stuff and me and
• 15:17
  him are in the same market.
• 15:19
  And there's nobody else in my market and even even like on a bigger scope, there's just
• 15:23
  not a lot of people doing this in the lending space.
• 15:26
  So joining him is when it started to go all in.
• 15:29
  And then we kind of developed this way of shooting videos that we have now, that's definitely
• 15:34
  not how it started.
• 15:35
  It was just, you know, turning on the camera and making boring videos.
• 15:40
  And then it progressed into how do we make these more watchable and engaging?
• 15:43
  So you started out not so as good as you are now.
• 15:47
  Absolutely.
• 15:48
  Yeah.
• 15:49
  Start off very bad.
• 15:50
  Which is interesting because, you know, this is why I love to illustrate this for those
• 15:53
  thinking, oh, you know, he's got the background and photography, all that jazz.
• 15:57
  But I mean, I think we all start out sucking, like learning this new medium, you know,
• 16:02
  great.
• 16:03
  Absolutely.
• 16:04
  Yeah.
• 16:05
  What do I, how do I place this put it?
• 16:06
  You don't even know what's going to get people to engage.
• 16:08
  I mean, you kind of do now because there's some patterns we've got a lot of history.
• 16:12
  Yeah, yeah.
• 16:13
  But I'm sure you're kind of a sort of like pioneering, you know what I mean?
• 16:16
  Yeah.
• 16:17
  And it's funny because like the background and video is great for like the technical aspect
• 16:20
  of being able to set a camera up and know how to do it.
• 16:23
  But any more, there's so many resources where if you really want to learn how to do it,
• 16:28
  you can figure out how to get a camera set up properly.
• 16:30
  And then our phones are so good that having the skill of using a camera is not as important
• 16:34
  as it used to be because a phone is going to get really good stuff.
• 16:37
  Right.
• 16:38
  So you buy a nice light, nice mic, watch a couple of YouTube videos, you're going to be
• 16:41
  able to get it to look right.
• 16:42
  And then the second piece is just sounding like you on video, which most of us know the
• 16:46
  first time you record yourself on video, it's painful to hear.
• 16:49
  Yes.
• 16:50
  And that's just the repetition.
• 16:51
  It's just like anything else, like you're not going to be really proficient at something
• 16:55
  right away.
• 16:56
  It's just like you're working time.
• 16:57
  Yeah.
• 16:58
  It's funny.
• 16:59
  So I was trying to think, you know, with the content day when I came back from that.
• 17:03
  And by the way, for those don't know what the content day is, that's essentially where
• 17:07
  you go up to your location, your office, you and Neil.
• 17:10
  For those of don't know Neil, you should.
• 17:12
  Neil Dingra will put a link to him in the show.
• 17:14
  It's at NeilHome.com and EEL.
• 17:17
  But Neil's like somebody in the industry who's definitely blazed a trail when it comes
• 17:20
  to content and putting a format together for that.
• 17:23
  But I would say to the point of confidence, that is probably other than the facets I
• 17:29
  got, the videos and the pics and all that kind of just, that was probably the biggest
• 17:35
  takeaway from that time I spent up there was seeing the formula live, you know, in real
• 17:40
  time and exchange, but then also just the confidence to be like, oh, that's all they
• 17:45
  do.
• 17:46
  Yeah.
• 17:47
  Dean mystifies it.
• 17:48
  Yeah.
• 17:49
  I mean, the main thing is just breaking down that barrier to starting.
• 17:57
  Cause it's like listening to you do a podcast.
• 18:08
  I mean, you're insanely good at driving conversations and carrying these and directing them.
• 18:12
  And if you've heard people who are trying to start podcasts, they're first like couple
• 18:16
  episodes.
• 18:17
  They're really rough.
• 18:18
  It doesn't flow, you know, and watching you do this is almost discouraging for someone
• 18:24
  that's trying to start a podcast.
• 18:25
  So even me, when I'm listening to you talk, I'm like, gosh, it's so easy for this guy.
• 18:29
  It's so fluid.
• 18:30
  Like, I don't know how to do that as someone driving a podcast, but I imagine, and maybe
• 18:35
  it was for you the first time, but was this similar process for you?
• 18:39
  Well, I know if I look back to the earlier podcast, they probably sucked.
• 18:43
  For sure.
• 18:44
  I'm going to be honest with that.
• 18:46
  Look at repetition is the mother skill, right?
• 18:49
  And once you get to this place of doing something over and over again, it just becomes kind
• 18:52
  of, um, you can go into that place of tapping into that resource and much more, I don't
• 18:59
  want to say it ever becomes like easy or you're just going to phone it in because you do
• 19:03
  have to follow a process or that there's a bit of preparation.
• 19:06
  But what you have is this, this base of confidence because you're like, I've either done this
• 19:12
  enough, like, I know what I'm here to do.
• 19:14
  I've got my purpose, my intention, my focus, and I know my process.
• 19:19
  That's what it comes down to you, I think.
• 19:20
  Yeah.
• 19:21
  Yeah, absolutely.
• 19:22
  And I feel like gym analogies get used way too much, but it is so true on like, we see
• 19:27
  the guy at the gym who's bill has whatever you're trying to achieve.
• 19:31
  You go on to the gym, you do a couple of pushups, you're not going to look like him.
• 19:33
  Right.
• 19:34
  And then you'll look at someone like that and be like, man, so easy, he knows exactly
• 19:37
  what lifts to do.
• 19:38
  Like, there's some, there's definitely methodical, like they know what reps they're doing.
• 19:42
  They know what lifts they're doing.
• 19:44
  But once you put in the work to get there, it's still, it's like, there's still a process
• 19:49
  to it, but it becomes a lot easier and yeah, just demystifies it.
• 19:52
  And it does help to have a coach, both individually and with your, you know, digital strategy.
• 19:57
  100%.
• 19:58
  I would say, you know, again, that's part of the benefit of being there as I walked out
• 20:01
  of there with a renewed sense of confidence.
• 20:03
  And now there's no excuses because you're like, all right, you went there, you spent the
• 20:06
  money and time, you learned and saw the process.
• 20:09
  You walked away with assets, the actual deliverables, what you're going to publish.
• 20:14
  Like dude, if you don't keep going from there, you're, it's, you're the one, you know,
• 20:18
  you've got the dad bod because you didn't get their sizes, you know?
• 20:21
  Yeah.
• 20:22
  Yeah.
• 20:23
  100%.
• 20:24
  It's amazing how many people still get hung up on it and don't continue.
• 20:27
  All right.
• 20:28
  That's good conversation.
• 20:29
  All right.
• 20:30
  So now I'm looking at your Instagram.
• 20:31
  Internet 1000 followers, you slacker.
• 20:36
  How much do you focus on that?
• 20:38
  Like how relevant is that in your consideration of, you know, your overall digital presence?
• 20:44
  It's funny because now it helps me in other ways.
• 20:50
  So I'm learning to use that in itself as an advantage and as a piece of like helping
• 20:55
  me get business from it.
• 20:57
  At the start, like in the process of building it, it meant absolutely nothing to me.
• 21:01
  Like I legitimately did not care about followers and care about likes or views.
• 21:05
  All I cared about was making videos that would help people lead to me doing more business.
• 21:11
  And that was the goal for it.
• 21:12
  I wasn't trying to be an influencer.
• 21:13
  I just wanted to grow my business and I like making videos and it's fun.
• 21:17
  And so I always like to tell people because sometimes that is a, is a barrier for them
• 21:21
  of I need to get to this level before it works.
• 21:23
  Like I was seeing a substantial impact on my business with sub 1000 followers, just connecting
• 21:31
  with people locally and making videos that is beneficial to them was having massive upside
• 21:37
  in my business.
• 21:38
  For example, what people communicate with you in the DMs and ask to be pre-qualled or
• 21:43
  something.
• 21:44
  So some of that, but the best story for it was when I started because it was about two
• 21:48
  years ago, so I was right when COVID hit.
• 21:50
  So started making a lot of videos, ton of content, COVID's there.
• 21:53
  So all the in person networking events that we're doing were no longer.
• 21:57
  So it was about a year of doing it and I hadn't gotten a ton of growth from that.
• 22:01
  It was, it was pretty localized still.
• 22:03
  And then we had the first, it was like a remax grand opening.
• 22:06
  This was the first in person event since COVID.
• 22:09
  And when I went to this event, usually like when you're networking, it's, you know, hey,
• 22:12
  I'm Trevor, I do mortgages and blah, blah, blah.
• 22:16
  There were realtors come up to me that I didn't know who knew exactly who I was.
• 22:19
  And they were all coming up, having conversations of, I love your videos, man, I watch all
• 22:23
  of them.
• 22:24
  That's amazing.
• 22:25
  Can we link up and talk?
• 22:26
  And I'm like, this is realtors asking me to, to coffee now and it is crazy seeing that
• 22:30
  flip.
• 22:31
  And again, that was not a huge following.
• 22:33
  This wasn't millions of views like I'm getting now.
• 22:35
  It's literally just making videos that are good quality and adding value.
• 22:39
  And it led to a ton of business.
• 22:41
  A lot of people ask and somebody recently came up on a conversation about the content
• 22:46
  being realtor versus consumer focused.
• 22:49
  If you have to make a choice or not, can you blend the two?
• 22:53
  What do you think?
• 22:54
  I'd always go consumer.
• 22:55
  It's a much bigger pool.
• 22:57
  And if you're benefiting the consumer, you're benefiting the realtors, you're benefiting
• 23:02
  the lenders.
• 23:03
  Like everybody wins if you're making stuff targeted towards this is an actual example.
• 23:09
  Somebody asked me they wanted to promote what they did a video on Instagram about an
• 23:14
  upcoming class they're doing, that agent class.
• 23:17
  And I told them it needs to be a real, not one of those animated videos that doesn't have
• 23:20
  your face in it.
• 23:21
  Yeah.
• 23:22
  Real with you talking.
• 23:23
  And his comment was, you know, I was trying to, I think he said because he was consumer
• 23:28
  focused, he didn't want to put the real estate focus class out, but what would your advice
• 23:33
  be on that?
• 23:34
  A lot of people get focused on like, I don't want to change the theme of my page or, you
• 23:39
  know, that's straight too far away from what my focus is.
• 23:42
  And platforms have changed a ton in the last couple of years.
• 23:45
  They're very algorithm focused.
• 23:47
  So when you think about like Instagram or TikTok or YouTube, any of them, their sole focus
• 23:53
  is time on platform.
• 23:55
  That's how they went public.
• 23:56
  That's how they have billions of dollars is there selling time on platform.
• 23:59
  What that means is they're going to show you what you would like to see in order to keep
• 24:04
  you on the platform.
• 24:05
  So anymore, you don't have to like, if you, if you stray from your usual stuff, so
• 24:10
  you're making growth pieces to have a broad reach and aiming for the consumers.
• 24:15
  And then all of a sudden you switch one like that.
• 24:17
  It doesn't kill your profile.
• 24:18
  I think that's a misconception a lot of people have is like, I need to keep it on theme
• 24:21
  or it's going to hurt me.
• 24:23
  If you make a bad video and then the next one's good, the next one's going to be shown
• 24:26
  to people because Instagram just wants people on the platform and the bad one wants.
• 24:30
  Bad one wants.
• 24:31
  So if you're making one localized talking about a real estate class, like it's going to
• 24:34
  reach the people it's supposed to reach and then it'll stop there and it's not going
• 24:38
  to be your best performing video, but there's no downside to it.
• 24:41
  Yeah.
• 24:42
  That's a better answer than I gave.
• 24:43
  My answer was, if anything, it would add to your credibility for the consumers.
• 24:47
  Yeah.
• 24:48
  Yeah.
• 24:49
  Absolutely.
• 24:50
  That's it.
• 24:51
  I don't know if that was self-serving, but that's just, you know, you're right.
• 24:54
  Yeah.
• 24:55
  Look at me.
• 24:56
  I on the flip side of that though, the content that the real, the remax example you gave,
• 25:01
  that was consumer facing content that they were like, oh, Trevor, what's up?
• 25:04
  Yep.
• 25:05
  Yeah.
• 25:06
  I'm going to get it realtor's.
• 25:07
  All of it was stuff that, because when you think about it and you kind of went through
• 25:10
  this process with Neil and I when we're helping right in your videos is, how can we take
• 25:15
  something that's, even if it's not complex, just how do we take anything and make it as
• 25:20
  short and simple as possible?
• 25:22
  So by sitting in a room and figuring out like what ideas we want to come up with and deliver
• 25:28
  to consumers, we're giving realtor's amazing talking points to use with their consumers.
• 25:33
  We're giving them shareable content.
• 25:35
  That's 30 seconds that they can share with their consumers.
• 25:37
  So it's cool because they get so much value out of watching consumer facing content that
• 25:43
  it doesn't need to be directed at them.
• 25:45
  They know this is helping them.
• 25:47
  And obviously it's building your credibility, expertise, brand, cash, that's the biggest
• 25:53
  word I used all day today.
• 25:54
  I like it.
• 25:55
  Yeah.
• 25:56
  You know, man, we get a little fancy here sometimes on everything.
• 26:00
  Here we go.
• 26:01
  Orange, a little bit.
• 26:03
  We use the word demystifying too.
• 26:05
  That was cool.
• 26:06
  That is a good one.
• 26:07
  No, I'm glad.
• 26:08
  See, that's a huge takeaway for those that are listening about like they're stuck between
• 26:11
  the content.
• 26:13
  So what I heard was you can't go wrong with a consumer focus because that's the bigger.
• 26:16
  That's what you're trying to do anyways.
• 26:18
  You can get the realtor business through the more traditional means we've talked about.
• 26:21
  However, I've also interviewed other people who use Instagram to farm, to pursue real estate
• 26:29
  agents and get a place, have you done anything like that?
• 26:31
  Yeah.
• 26:32
  Absolutely.
• 26:33
  And that's part of when you're making these things and you have kind of your portfolio
• 26:37
  now built out DMing agents that follow you or following agents that don't.
• 26:42
  So then obviously reciprocity, they follow you back.
• 26:44
  They see all the stuff.
• 26:45
  Then you DM them.
• 26:46
  It's no longer like this ice cold message because they feel like they know you they've
• 26:51
  seen your face.
• 26:52
  They've heard you talk and the the amount of responses you get from that tactic of reaching
• 26:58
  out through Instagram is, I mean, and I don't know if this is for everybody, but I'm
• 27:03
  seeing like a hundred percent response rate to those.
• 27:07
  After you've, I mean, give me an example of how you reach out.
• 27:10
  So it would be just something about like, if so if I'm trying to build a realtor relationship,
• 27:14
  finding someone that's making videos, even if they're terrible and just saying like,
• 27:18
  hey, see the videos you're making.
• 27:20
  That's awesome.
• 27:21
  Keep killing it.
• 27:22
  If you want to link up and talk about this stuff, let me know I'd love to have you drop
• 27:25
  out of the office.
• 27:27
  And now, naturally, they're going to click on your stuff, look at your things.
• 27:30
  And it's like, wow, you're making this at a really high level, people are engaging
• 27:32
  with it.
• 27:33
  You like my stuff.
• 27:34
  And then you, you know, offer a way to help them make their stuff better.
• 27:39
  All right.
• 27:40
  Let me play, play a devil's advocate here.
• 27:43
  What about a person who's not, who doesn't have the content like you who isn't, you know,
• 27:48
  doing your thing, and you know, can they still reach out and leverage Instagram to build
• 27:52
  relationships?
• 27:53
  Yeah, I think absolutely because it just, it just makes it where it's not a cold
• 27:58
  reach out.
• 27:59
  So even if your, your Instagram is made up of you, your family picks, your skin, right
• 28:03
  and your bikes, like, you're going to look like a real person.
• 28:07
  And then hopefully you're targeting people that, you know, would be a similar fit for
• 28:11
  you to work with.
• 28:13
  But yeah, I think Instagram is just a great way to reach out because it's not, I mean,
• 28:16
  we get so many emails and text messages and you dehumanize those when you reach out
• 28:22
  through Instagram.
• 28:23
  You're, you're humanizing yourself.
• 28:25
  Right.
• 28:26
  Right.
• 28:27
  Well, but yeah, plus partly through email or text, there's really no way to kind of sniff
• 28:30
  you out and see what you're all about.
• 28:31
  Obviously, on Instagram, it's very easy.
• 28:33
  I can just click over to your profile and see what you got and like, oh, yeah, he likes
• 28:37
  dogs or he's a, you know, I'm freaking Niners fan or whatever.
• 28:41
  Yep.
• 28:42
  That's cool.
• 28:43
  Are you, do you have a main focus for a platform?
• 28:47
  Definitely Instagram right now has been the focus.
• 28:50
  And then YouTube's kind of the thing that I'm, I'm starting to embark on now and figure
• 28:54
  out.
• 28:55
  Are you posting the TikTok also?
• 28:57
  Yeah.
• 28:58
  So I repurpose all the stuff I do from Instagram on YouTube shorts and TikTok and Facebook
• 29:03
  as well.
• 29:04
  And it's crazy because we're seeing a lot of like traction on those platforms as well,
• 29:08
  especially YouTube shorts.
• 29:09
  And then Facebook, it's actually your business page on Facebook.
• 29:14
  You could post Reels 2 directly.
• 29:17
  And some of our students and our accelerators seeing like huge reach on that as well.
• 29:21
  And I've had a few videos get some good traction there as well.
• 29:26
  That's cool.
• 29:27
  I'm trying to pull you up here on a, on a TikTok and of course, it goes to the first
• 29:31
  video, which the audio goes off while you're trying to talk, um, always annoying.
• 29:38
  All right.
• 29:39
  I hadn't followed you on TikTok, but now I have to okay, here we go.
• 29:45
  Is there any differences you want to mention about TikTok versus Instagram?
• 29:51
  I think TikTok is a different, uh, it's a different animal as much as like the basics
• 29:57
  of making content that people want to watch is a lot more pop culture.
• 30:02
  Um, you don't have to worry as much about the hooks as, as much as like finding a way
• 30:07
  to entertain just because the way that TikTok works, it's, it's a lot of entertaining videos.
• 30:14
  Like more so than some of the stuff that you're seeing on Instagram.
• 30:17
  So you just have, you have to definitely mix it up.
• 30:20
  And if you're, if you're making stuff for TikTok, you kind of want to be intentional
• 30:24
  with that platform.
• 30:25
  Yeah.
• 30:26
  So that's what makes me curious is TikTok, just the way you're looking at that is like,
• 30:29
  Hey, I already got these short form videos.
• 30:31
  I'm also thrown over there.
• 30:32
  It's really not a focus, but is that kind of your approach?
• 30:36
  Yeah.
• 30:37
  Yeah.
• 30:38
  That's been the, it's just my, my assistant repurposes it throws on it because we
• 30:41
  have them, but it definitely hasn't been a focus of mine.
• 30:43
  Do you think you really need to focus on a single or two platforms to succeed?
• 30:50
  Yeah.
• 30:50
  I think, I think so because if you make, uh, if you're not being intentional with how
• 30:55
  you're making it, you're not going to see bigger results.
• 30:57
  So the people that are really going all in on YouTube shorts and trying to create an
• 31:01
  account that gets traction are going to see more success with it.
• 31:04
  So I think like knowing what your focus is and then it's always good to repurpose
• 31:08
  the stuff like I've even thrown it on LinkedIn.
• 31:10
  And I've had conversations on LinkedIn that have led to business.
• 31:14
  So if you have the stuff to repurpose it just in the, in the like spirit of sustainability
• 31:20
  of if you're trying to make five different forms of content for five different platforms,
• 31:26
  like it's not sustainable and you're going to burn out.
• 31:28
  Right.
• 31:29
  So if you could find one that you're going to go all in on and you might as well repurpose
• 31:31
  this stuff because even if you're not seeing the massive upside, you'll probably see
• 31:34
  something from it.
• 31:35
  Yeah.
• 31:36
  And it's just a matter of a little bit of extra time if you already got the content created.
• 31:40
  Yeah, exactly.
• 31:40
  Why not?
• 31:41
  Hmm.
• 31:43
  So Instagram is your pro any reason why Instagram was the thing for you?
• 31:46
  Is that because you're, you know, whole background you think or yeah.
• 31:49
  I think for me, it was when we started in on it, it was kind of pre-tick talk.
• 31:54
  And then as Reels came out, Reels was something that we were seeing a lot of success in and
• 31:59
  then seeing this growth on our accounts.
• 32:01
  So it's kind of just double down and keep feeding what it is that's hungry.
• 32:05
  And then also for the part of like the reason I love Instagram more than any of the other
• 32:09
  platforms is because of the DMs.
• 32:12
  So there's the ability to do it in TikTok.
• 32:14
  And I think you too, but it's, it's significantly underutilized.
• 32:18
  And then also if, if you want to have conversations and relationships with people, you, you naturally
• 32:24
  go to Instagram to connect with them.
• 32:27
  So if I'm trying to connect with Realtors in my market, which is kind of like step one
• 32:30
  if you're building this stuff out is connect with the people you want to see your stuff.
• 32:33
  I'm no way of really doing that on on TikTok or YouTube.
• 32:37
  That's just going out into the ether and, you know, trying to get reach for the sake of
• 32:41
  reach.
• 32:42
  Are you using hashtags at all in your strategy?
• 32:45
  Yeah, but they don't, it was the, the president of Instagram was actually talking about how
• 32:51
  it kind of helps the algorithm categorize what it is you're making, but doesn't really help
• 32:55
  with reach reviews on that much.
• 32:57
  So I've kind of copy and paste in the same hashtags for the last year.
• 33:01
  Yeah, I mean, I kind of do that as well.
• 33:04
  It's interesting.
• 33:05
  This whole world of social media, as you know, you can have, you can have competing positions
• 33:09
  and data on stuff because I'm a big guy.
• 33:12
  Like I like to like dig into the, the data like I'm like, I know when that came out,
• 33:16
  when what's his name, Adam Messeroni or whatever's known to do from Instagram, he came
• 33:21
  out and said that then there's some other Instagram experts that actually ran tests against
• 33:26
  that, right?
• 33:26
  When they said, Hey, less than 30 hashtags and all that.
• 33:29
  And they ran tests against that and and had data that showed, well, I used 30 hashtags
• 33:34
  like I've always been and I had bigger rank and reach and all that.
• 33:37
  You know, so Adam, you know, yeah, well, that's what it's like, was that a correlation
• 33:41
  or causation, right?
• 33:43
  Like if you're making amazing stuff and put 500 hashtags, your stuff's still going to reach
• 33:47
  people.
• 33:48
  So I'm like, Oh, it's because I did 500.
• 33:50
  It's like, no, it's probably because your videos were good.
• 33:52
  Yeah.
• 33:52
  And then that's the debate, right?
• 33:54
  Which is just been putting out the same videos I've always put out.
• 33:56
  But yeah, I don't understand what you're saying.
• 33:58
  Yeah, and it's so weird though, because there's, there's so many immeasurables like people
• 34:02
  think of this, the, the algorithm is a pretty like black and white thing of this than that.
• 34:07
  But when you think about it, if you put this in like 12 point font, this would take up
• 34:11
  like a mile long wall, like the algorithm goes into the brightness of the video.
• 34:15
  How often you're smiling, it's used in AI and machine learning to focus on the words
• 34:19
  and what time do people want to hear you talk about finance?
• 34:22
  Is it during the day or when they're at home?
• 34:24
  Because at home, they want to be entertained.
• 34:26
  They don't want to learn.
• 34:27
  But when they're at work, all of a sudden they're stressed out and they want to escape.
• 34:30
  So then they're listening to these people talk about how to become a billionaire.
• 34:33
  And it's like, there's so much depth to it that I don't think you could trick the algorithm.
• 34:40
  And especially because they invest a lot of time in energy making sure you don't trick
• 34:44
  the algorithm because again, the whole point is they want to keep people on the platform.
• 34:48
  So they only want to show what is watchable good content.
• 34:52
  Do you try and post your videos at the same time?
• 34:56
  No, actually have tried a bunch of different times and seen zero correlation on on each.
• 35:05
  Oh, so you tested different times and you haven't seen it differently?
• 35:08
  No, I mean, I'll post on Sunday evenings and have a ton or lunch and have a ton and then do
• 35:13
  the same time a different day and the video doesn't do as well.
• 35:16
  So that whole best times to post thing?
• 35:19
  Again, that was more like when it was a, when the timeline was chronological,
• 35:23
  it was really important because you wanted to reach the maximum amount of people
• 35:26
  before it just gets pushed down on this timeline.
• 35:28
  But now, again, you post something at one in the morning and the 15 people that are on Instagram
• 35:33
  all watch it to completion.
• 35:35
  It's going to keep showing that and keep showing that and then you're going to get that, that reach.
• 35:41
  Interesting.
• 35:42
  What's been anything surprising to you on this Instagram or this content creation strategy,
• 35:50
  something either good or not so good that you didn't expect?
• 35:53
  I think the surprising part for me was how like I kind of talked about it earlier,
• 35:57
  but I enjoyed having the smaller reach a little bit, like making more localized content.
• 36:05
  Yeah, and it's funny because it gave me more freedom to like,
• 36:09
  I knew who I was talking to.
• 36:10
  And now when you have such a broad audience and you get just tons of DMs and people asking
• 36:16
  questions, and now when I make videos, I have to make sure that it applies to 100,000 people
• 36:21
  rather than the 700 that I kind of know are all in my space or all in my city.
• 36:25
  And now it's like, I got to make more broad styles of content.
• 36:30
  So I think that was the one surprise for me was I think I just find it funny that I really
• 36:37
  enjoyed the the smaller. You get a lot of DMs? Yeah. Like I might be a rough ballpark.
• 36:44
  I mean, probably five to ten a day.
• 36:47
  I'm telling you that. And this is none of them are qualified. So I mean of all different types.
• 36:52
  Yeah, of all different types. I mean that you get a ton of like just people who,
• 36:56
  because when you're in finance to a lot of people, just hope that you have some secret hack to
• 37:01
  becoming wealthy. So there's a lot of like dead conversations in there. A lot of realtors and
• 37:07
  other lenders, which is cool. But then a lot of people just asking for questions on how to shoot
• 37:13
  videos and you know, a lot of a lot of asks. So then it's just it's kind of a one-way street
• 37:19
  in the DMs and feels like sometimes. This is kind of putting you on the spot, but in terms of a
• 37:24
  number, you could correlate to, you know, to your presence on, let's just say Instagram,
• 37:30
  for loans or volume. Is that a fair question or two? That's what I'm saying is it's really hard
• 37:36
  because in some way I can tie back almost all of them to like if I get a realtor from social
• 37:42
  and that realtor sends me 20 deals, then feels like all 20 of those deals came from social.
• 37:47
  Okay. Yeah. Yeah. So it's like it's hard to
• 37:50
  I was thinking about linear, right? Because I know there's a case studies or examples that I know
• 37:55
  of where you know, yeah, somebody DMed you, dude, tell me about that, you know, zero-down program,
• 38:00
  whatever. You know what I mean? Yeah. Yeah. Those, I mean, not as much as you would think.
• 38:06
  A lot of them too, it's your personal sphere, which is kind of neat is when you're making these
• 38:12
  videos. It's reaching people that maybe I haven't seen in 10 years, that again, prior to doing this,
• 38:17
  would have seen me and be like, oh, yeah, you're doing like insurance or something, right?
• 38:20
  Where now when I see anybody that I know if they're connected with me on any of these,
• 38:24
  like it'd be shocking for them not to know what I do. Right. So I get a ton of personal sphere deals
• 38:31
  that I don't think I would have gotten had I not been doing this or I know for sure I would not have
• 38:35
  gotten had I not been doing this. All right. I'm clicking your link here on your Instagram profile
• 38:42
  and it takes you to this cool landing page. Yeah. Got work with me. Actually, because this is
• 38:47
  going to go on YouTube for those listening, make sure to check the link in the show notes to YouTube.
• 38:53
  There you go. Trying to grow the YouTube, baby, you know. I like it. All right. So you've got this
• 38:58
  kind of pre-qual page or just learn more page with different options. Work with me for realtors,
• 39:04
  see how we can work together, join our community, Facebook group. Oh, Facebook group. Yeah.
• 39:10
  I didn't even know that. Let's see what that's all about. Is that anything you want to say about that?
• 39:14
  Yeah. So it's funny about that. And hopefully the people listening are more realtors and lenders
• 39:19
  than consumers. But I made this as just a I needed to have something to capture people. And I've not
• 39:25
  done anything with this yet. And I think there's like 350 people in it and I haven't done anything. But
• 39:31
  I have it there now. So at some point when I figure out what I what I'm going to do with it,
• 39:36
  pre-consultation. What's this realtor thing? Are realtors using this button at all? Yeah.
• 39:42
  Let's work together. What's what's the premise of that? Let's work.
• 39:44
  So a lot of this was just like, I'm getting a lot of realtors following me and engaging with my
• 39:49
  stuff. And I need just needed to have something to when they go here know that we could work together.
• 39:55
  And these are the states that my team and I do business in and having something specific. And so
• 40:01
  there's a video on here that says how I introduce myself says the states I'm in and how I help my
• 40:06
  realtors. Which I'm pretty neat. Well, that's cool. I love you. I mean, you're taking control.
• 40:13
  You're not chasing, right? It's like, oh, you want to talk great. Here's my calendar link.
• 40:17
  You know, let's talk. Yeah. And it's funny because so many people do this wrong. Jeff,
• 40:21
  like this is one of the things that I talk about a lot when when I'm helping realtors or other
• 40:25
  lenders or our students is like, you go to their Instagram, you hit the link in their bio and then
• 40:30
  it's pushing you to like their YouTube, their Facebook, their TikTok, their and then if you click
• 40:35
  on it, it's the exact same repurposed content. So why are we pushing people to this stuff? Like
• 40:40
  you're not going to see any conversion. So instead focusing on like what what is going to be on
• 40:46
  the mind of the consumer? So for me, it's direct leads or realtor lender relationships. So when you
• 40:51
  click on the link in my bio, you're going to like, all right, if I'm a buyer who wants to buy
• 40:56
  what are my options? You could join a mailing list, join a community. So if you're really early
• 41:00
  on in the stages, that's kind of where you'd go. Free consultation, which we kind of when the
• 41:05
  industry know is a pre-approval, but significantly more people click free consultation than get
• 41:10
  pre-approved because it's a lot less threatening. And then people that are taught ready to go, you
• 41:14
  have the pre-approval option. So I kind of just giving like whatever state someone in my audiences
• 41:20
  in, I should have an answer or something for them to take action on in the bio.
• 41:27
  Interesting. Yeah, it's a very smart use of that real estate. That real estate meaning that
• 41:33
  the link in bio thing. Yeah, like what you said, there's why would we drive them to repurposing
• 41:39
  of the same content they already saw? That's pretty brilliant right there. And if someone clicks
• 41:44
  in there, they're not looking to just get pushed in all these different directions. Like you want
• 41:47
  them to be able to work with you, talk with you, have a non-threatening way to move forward with you.
• 41:52
  Which reminds me of this realtor who I like. I don't think me don't know, is there a tie-in
• 41:56
  to Carla up in LA? Linktree here. So Linktree is something, it's obviously very popular, but this
• 42:02
  is like to me a cardinal sin. For those who can't see this, Linktree is a link in the bio where
• 42:09
  you can drive them to a page that gives you, and by the way, she's a badass real estate agent.
• 42:15
  Like she sells a ton of real estate. She's right. But the link in here, she's got like 15 different
• 42:23
  items of way too many men. That's a little overwhelming. A little overwhelming. Yeah, yours is just very
• 42:28
  clean to the point. Where did it go right here? You got one, two, three, five options, right? So
• 42:33
  this better. Join our VIP list. Oh, this is for videos sent straight to you tips in your inbox.
• 42:40
  Yeah, that one's been cool too, because I put that in there and I don't really have any CTAs. I'll
• 42:45
  put in the description of my videos to just, hey, make more videos like this, going to more depth,
• 42:51
  click the link in my bio if you want more information. And I think that one has like 400 people on
• 42:55
  the list now, which is cool. Just that voluntarily raised their hand saying, please send me more
• 42:59
  information. Those are a mix of consumers and realtors. Those are 95% consumers. And then
• 43:08
  there are definitely some lenders. I just want to see what it is. I'm sending my clients. Sure,
• 43:12
  yeah, makes me want to obtain too. That's really smart too, because this is a way to get them on
• 43:18
  your quote newsletter, right? VIP, whatever. This also could be, you could use Homebot here.
• 43:24
  Homebot or something like that, which is something good. Don't send banana recipes, send
• 43:31
  relevant information that has a high open rate like Homebot, for example.
• 43:36
  It's cool because that was again, just something I hadn't been capitalizing on. And you're
• 43:41
  getting millions of people engaging with their stuff. And then you have nowhere to funnel them or
• 43:45
  drive them. And it's cool that without really doing any verbal CTAs that it's grown to that number,
• 43:52
  because it's, I mean, the fact that there's 400 people saying, please spam my inbox with
• 43:56
  information about loans is like amazing to me. Well, and that goes to what we were saying earlier,
• 44:00
  about you've built the trust with the content previously. So they're like, hey, I want more of what
• 44:04
  this guy does, man. That's good stuff. I guess the last question or two is any advice on,
• 44:11
  like I'm looking at your graphics, your video overlay, which is that blue and white text box,
• 44:15
  essentially. This is just my own curiosity. Is there any relevance to changing that up over time?
• 44:22
  I know you've got different colors, but essentially the layout or format. Is that relevant at all?
• 44:26
  Not really. That's just more of a taste on, you know, when people see a video, they click on your
• 44:31
  profile, what do they see? For me, I geek out on this stuff. I don't think it does anything for
• 44:36
  your growth, but it is part of all your personal brand. Like, what are you doing to build that?
• 44:40
  So for me, I just want it to be clean, precise. And then also when you flick through my profile,
• 44:45
  you know, you could go watch any of those videos, because you know what I'm talking about.
• 44:48
  It's like a brand awareness thing. It's like this is clearly you, okay?
• 44:51
  Yeah. And then it also just becomes a library, a resource where you could click on that and go back
• 44:56
  as far as you want. And you know what videos you want to click on.
• 44:59
  Now, I'm going to ask this question. I think I know your answer. I already asked a question of Neil.
• 45:06
  You've got one carousel on here, right? And a carousel for those who don't know is essentially
• 45:11
  a series of images that if you're on your mobile phone, you swipe right left and you can have
• 45:16
  the 10 images. There was a time not that long ago that I was reading about carousels being
• 45:25
  the overlooked opportunity. Yeah. Facebook. What's your take?
• 45:29
  I think what you said is 100% accurate. There was a time. And at one time that was like,
• 45:35
  people were sleeping on it. There was awesome. The engagement was higher. It was pushing these
• 45:38
  to people. People love sharing carousels. That time was short lived. And they're still,
• 45:44
  you know, it's interesting because there's people in like the writing space. I see a lot do this.
• 45:48
  And it's very simple. It's less graphics than it used to be. Like a lot of people used to focus
• 45:52
  on this ongoing image. Now the ones that are seen a ton of success with their like tweets.
• 45:57
  So it's just a series of tweets that they put into a carousel. Really? Yeah. And those are the ones
• 46:02
  that people are still growing their accounts doing very simple straightforward things. But you have
• 46:07
  to be incredibly good at writing copy. Yes. And I think that's a really hard skill to master.
• 46:14
  Well, I like to bring up our boy, Chris Doe. Chris is a beast. Yeah. Now you mentioned you got to
• 46:21
  be really good at writing. Oh, there's that. There's more, right? There's more. Oh, wow. Cool.
• 46:26
  You got to be really good at writing copy. And Chris, of course, is a design ninja. Yeah.
• 46:32
  And I wish I could see his analytics on this. But it's interesting. It goes back to really the
• 46:37
  bigger question is, you know, your strategy, who are you? What do you do? What do you sell? Chris is
• 46:42
  Chris is a graphic design person, right? And provides, you know, solutions to help graphic
• 46:48
  designers build their brand and all that kind of stuff and create. So he's a creator. So it would
• 46:53
  make, I think a little bit more sense that he would have carousels. And the thing with Chris,
• 46:58
  though, is that man has, he's a wizard. And he's built a ton of authority over time. Like he
• 47:04
  has built this audience up to where what he makes is going to get on their feet because he has
• 47:09
  people that rock hard with him and always want to see that his stuff. So as a growth tactic,
• 47:15
  it's really difficult. If you have like the audience that doe has, there's they're going to see
• 47:20
  what you're posting. Yeah. Yeah. But and and Neil's experimented with a lot more than I have. But
• 47:27
  his carousels are kind of DOA now relative to what you could get with with video. Yeah. I think
• 47:34
  it's interesting. I don't know. I'm going to hold off judgment on that because, you know,
• 47:38
  I think in situational like if I think about a travel like page or something like that,
• 47:43
  pictures, carousels would seem to be right might get more even there. Because believe it or not,
• 47:48
  there are some people who are like, depending on the what it is, they're consuming. It's like,
• 47:52
  I don't want to watch a video, man. Can I just read it? You know what I mean? Yeah. A hundred percent
• 47:56
  is my assistant prior to working with me managed a, there's a scuba diving company. And that
• 48:00
  a really big following, organic following that they had built up. And it was a lot of photos and
• 48:05
  informational stuff about scuba diving in the environment and really, really solid engagement.
• 48:10
  And then as we started to see this kind of reels era of Instagram take off,
• 48:14
  she was managing this and it kind of just fell off a cliff. So they pivot into reels and they
• 48:18
  see the engagement go back up. And she's still it's weird because it's a, it's a crapshoot on some
• 48:24
  of them still get reach photos. But the vast majority now are, are not getting what they used to.
• 48:30
  Like not even remotely close. And again, it comes back to the platform because that's what they're
• 48:34
  pushing is the short video. Yeah. And the audience you built out to, it's the audience is huge.
• 48:40
  All right. There's been some good nuggets and lessons, man. I appreciate it very much.
• 48:44
  Yeah. Absolutely. Thanks for having me on here, man. Let's do this for anybody who wants to learn
• 48:48
  more, wants to level up their game when it comes to content and video. Obviously, you heard me
• 48:53
  rave earlier about the content day with Neil. That's currently not available. So there is something
• 48:58
  else called the content accelerator. You want to explain what that is briefly? Yeah. So Neil
• 49:04
  Binger and I his Instagram's at Neil home. Me and him have an accelerator where we teach students
• 49:09
  how to get better at social. So we have biweekly Zoom calls. We have all these training modules
• 49:14
  that you get a portal you log in. You see how to set up your studio, how to set up your Instagram,
• 49:18
  optimize it. And then we also write scripts. And there's about 15 of them a month that you get
• 49:25
  in your inbox. And then you can get started on social media. And you don't have to worry about what
• 49:30
  you say because you figured it out for you. Yeah. And that to me is what I call a no brainer
• 49:35
  because what you're going to, I mean, look at the biggest, the biggest problem I'm sure you
• 49:39
  know this too is what do I post? What do I say? Yeah. And you guys are solving that problem.
• 49:44
  And that community is amazing too because there's so much support in there. And then there's a
• 49:48
  Facebook group and everybody interacts with each other because a lot of people are different phases
• 49:52
  of their journey. And it's cool seeing like so many other people go through it with you because
• 49:56
  you don't feel like you're on an island and you're isolated. Right. Yeah. So it has my highest
• 50:01
  endorsement. I'm not getting anything for this guy's listening. So just so you know, that's,
• 50:05
  you know, not how I wanted to roll here. It's just because I've gotten so much value out of it.
• 50:10
  And we're going to put a link in the show notes so you can check out more to the content accelerator.
• 50:14
  It's all done online and zoom in Facebook groups, which is cool. And you can kind of learn
• 50:18
  at your own pace. But you will. And then if you guys want a DM me too and tell me that that you
• 50:23
  heard this on Jeff's podcast will hook up your listeners and give them a discount.
• 50:28
  That will be the link in the show notes will be Trevor's Instagram handle, which one should give
• 50:32
  that out. By the way, it's at Trev York at Trev York. So it's at Trev York Instagram handle.
• 50:39
  If you're listening right now on your mobile phone, you know what? Just go to Instagram and look him
• 50:44
  up. So that will all be in there for the content accelerator as well. Which by the way,
• 50:51
  you know your big time when you have somebody who's trying to swipe your account.
• 50:57
  Gosh, unfortunately, man, I think there's like 11 of them right now.
• 51:02
  For those listening, yeah. So what's funny is you and I were kind of messaging and everything.
• 51:06
  And just yesterday, I got a DM from this other Trevor York, which is like Trevor underscore York.
• 51:11
  Yeah, asking for crypto and yeah, that's not me. I'll never ask you for crypto.
• 51:17
  You can tell when it's not you, you know, the person you know and they're like, hey,
• 51:21
  yeah, that people send me screenshots of like, hey, is this you in the opening messages?
• 51:25
  Like, hi, sweetheart. I'm like, no, that's not that's not me. I don't talk like that.
• 51:30
  Yeah, there's only three guys that message me with that. Yes. And I'm excited to read your book
• 51:34
  to a man. Oh, yeah, you got it there. I cracked it open and I'm excited to get going on it.
• 51:40
  Be honest, it's a coaster right now, right? No, it's sitting on the my bookshelf, but I'm taking
• 51:46
  that home with me. Awesome. Awesome. There's there's what do you call that when there's something
• 51:51
  in there, you know, there's somebody supposed to find an Easter egg, right? Is that it? Yeah.
• 51:55
  So this will make you finish it. There's an Easter egg. There you go. Yes. So I can't lie to you
• 51:59
  and say, I read it. If I haven't, something to get it done with Van Halen. It's just like,
• 52:05
  you know, if you get the whole, you know, that story, man, you might be too young. No, yeah,
• 52:08
  no, no, no. All right. We'll close out on this. So one of my favorite bands of all time saw him
• 52:13
  in 1979, first, first concert, mine melted. And so they used to have this rider in their, in their
• 52:19
  agreement for doing shows around the world, right? And this is harms and buried in there.
• 52:26
  They had all these, you know, it's a contract, right? So buried in there is like line 417 is like
• 52:30
  no brown M&Ms in the hotel room, right? And though they ask for M&Ms, but take all the brown M&Ms
• 52:36
  out. And so if they got to the hotel room or backstage, it was actually if they found brown M&Ms,
• 52:42
  they're like, all right, stop production. This means that the dudes who set up the show and the
• 52:46
  lighting rig and all that did not read the rider and therefore hold on. Wow. And they were like
• 52:53
  trash the room and all this kind of stuff. She's the famous story. And the whole point of it though
• 52:57
  was like, it was the Easter egg, which was if they didn't take that out, that told them they didn't
• 53:03
  pay attention to the details and something could happen. Yeah. Yeah. So that's interesting. I like
• 53:09
  that. So you hid one of those in the book. Not literally brown M&M, but yeah, sort of a
• 53:15
  sort of yeah, the in the in the the very short time mean you got to interact with each other.
• 53:20
  I took away so much value from just like these short conversations that I've been applying to my
• 53:26
  and this was I mean, that was what a week ago. Yeah. And I've literally already, I mean, on Monday
• 53:31
  started using some of the tactics that you and I had gone over. And yeah, I'm incredibly grateful
• 53:36
  to gotten to know you and I can't wait to dive into this because if five minutes with you
• 53:40
  delivered value, I can only imagine what pages will do. It's very kind. Hopefully I keep your
• 53:45
  attention with the book. I'm like, hand the Easter egg is either there or it's missing and it could
• 53:52
  be in the chapters. I don't know, but so that's enough about that. I'm sure we're all busy. We
• 54:00
  got to jump to our next appointments. Everybody listen, Trevor, you guys are awesome. Everyone listening,
• 54:04
  you need to check them out and follow the links in the show notes to go learn more about content
• 54:08
  accelerator. Thanks for being here, man. Thanks so much, Jeff. Appreciate it. You bet listeners,
• 54:12
  you know what to do. If you like this episode, leave us a review and or check out the show notes.
• 54:16
  And I will see you on the next one. Bye for now.
• 54:34
  Hey, guys, what's up real quick? You've heard about the mortgage marketing pro membership before,
• 54:53
  and I just want to quickly remind you of that you're in a place in your business where you simply
• 54:57
  need more purchase loans. You need to fill your pipeline with purchase business. Let's just face it,
• 55:02
  agents are still a solid pillar of business and sources of purchase business for you.
• 55:07
  Well, good news. Our mortgage marketing pro membership helps loan officers like you close
• 55:11
  more loans without the hassle of chasing agents or cold calling. Done for you, agent classes,
• 55:17
  expert training videos, a marketing automation platform that automates the entire process for you,
• 55:22
  everything you need to build your personal brand in your local market, attract and convert agents
• 55:27
  into referral partners. Plus done for you, proven marketing materials and plug and play content
• 55:33
  to make promoting your class, getting agents, butts and seeds, partnering with affiliates,
• 55:38
  real easy, but that's not all. You'll also get access to our weekly mastermind calls
• 55:44
  with top L.O.'s authors, speakers and coaches to learn the best strategies to grow your business
• 55:50
  right now in today's market. And as an extra bonus for limited time, for all new members,
• 55:56
  you'll get access to a database of 200 agents in your local market that have closed anywhere to
• 56:02
  from eight to 50 transactions in the last 12 months. And we'll provide that list uploaded into
• 56:07
  our platform for you so you can get off to a fast start in reaching actually productive agents.
• 56:13
  So what are you waiting for? You can check out more at mortgagemarketing.pro, see more of the
• 56:17
  success stories there. And if you feel compelled to do so, book a call, we'll have a chat. We'll see
• 56:22
  if it's a fit. Don't miss out on this opportunity to take your mortgage business to the next level
• 56:27
  right now. Head over to mortgagemarketing.pro.