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How to Identify Your Ideal Clients and Partners · Mortgage Marketing Radio

0:00
Hey, what's up, this is your humble host, Jeff Zinford coming at you with another episode.
0:10
This week, in just a moment, I'm going to be introducing our special guest, stay tuned.
0:14
You don't want to miss that.
0:15
But before I do, another update from the trenches.
0:19
That's right.
0:20
Another success story featuring one of our mortgage marketing pro members.
0:23
This week, it's a shout out to Tiffany Saxden.
0:27
What's up, Tiffany?
0:28
Tiffany's actually only been a member for what?
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Maybe a couple of months.
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I can't remember roughly that.
0:32
Tiffany got off to a great start and she just posted one of her latest success stories
0:37
in our group.
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Here's what she had to say, just finished hosting a class.
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She has a learn with TIFF series.
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And what she's doing is she's creating a brand in a local market.
0:49
She's attracting instead of chasing.
0:51
She is leading with value.
0:54
She is inducing reciprocation.
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She is becoming known as the preeminent lender in her area.
1:00
How do I know?
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Well, I know because of her recent testimonials.
1:02
She shared that from her most recent class, she received three loan applications within
1:07
an hour of the class.
1:09
And one of the agents connected Tiffany with their broker to teach the same class.
1:14
She was teaching that day next month to their team of 20 agents.
1:19
So I ask you, what is your process, right?
1:22
It comes down to people, process and technology.
1:25
You are the people.
1:26
You partner with to help you reach agents you want to reach.
1:29
What is your process and what is the technology you utilize?
1:33
You can have success stories like Tiffany's and the others you've been hearing for the
1:36
past months.
1:37
I've been sharing these success stories, enable to get in front of agents at scale and generate
1:42
essentially referrals on demand.
1:45
What's your process?
1:47
Who do you partner with?
1:48
What's the technology you leverage to get agent engagement, conversations and referrals
1:53
at scale?
1:54
It's conversations that lead to contracts.
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If you're intrigued, if you want to learn more, if you want to see more of success stories
2:00
like Tiffany's and others, you go to mortgagemarketing.pro, check it out, watch the video, and if
2:06
it's for you, book a call to learn more, and we'll get acquainted.
2:09
We'll see if we are fit for each other and if not, that's okay.
2:12
Okay, this week, special guest, I'm bringing to you who somebody who I'll now call a friend.
2:17
What's up, my brother Sam May.
2:19
Sam May with all Western mortgage.
2:21
Come to you from San Diego, the beaches of the beaches, the shores of Salana Beach, California,
2:28
my old stomping grounds.
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Sam and I connected at a recent event and he and I just struck up a conversation.
2:34
I was really intrigued and impressed with what he and his team are doing to build their
2:38
volume, their business.
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You're going to hear all about it from Sam, but let's just put it this way.
2:42
Him and his team this year are on track to close 100 million plus.
2:45
Yeah, that's right.
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This year in 2023, you're going to hear how he does it.
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You're going to hear how he leverages events and classes.
2:51
Whoa, whoa, what?
2:52
Events and classes.
2:53
Yeah, that's right.
2:54
Something near and dear to my heart.
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As a matter of fact, he's even giving away one of his PowerPoint decks.
2:57
There'll be links to it in the show notes where you can learn more.
3:01
And I definitely encourage you to check the show notes links also to follow Sam on Instagram.
3:04
It is at Lone Guy SD, the SD is for San Diego, of course, at Lone Guy SD, Sam May, who is
3:13
doing some incredible things with partnering with agents, building his personal brand on social
3:16
media, helping his loan officers to do the same and really setting a path, a trail ablaze
3:25
down there in San Diego where he's at.
3:26
So it's a great conversation.
3:27
We're going to learn all about branding, identity targeting, your ideal avatar, and really
3:32
how to build your personal brand in your local market so that people want to seek you
3:36
out to work with you.
3:39
So again, check the show notes for the resources that are included.
3:42
And without further ado, let's get into this week's show.
3:46
Sam, welcome to the show.
3:47
Thanks Jeff.
3:48
I appreciate you having me on.
3:49
I appreciate you coming up to me at Neil Danger's for an event and saying, hey, man,
3:53
we should do a podcast together because that's oftentimes how these get scheduled.
3:56
So kudos to you.
3:57
Hey, thanks, man.
3:58
No, I believe that.
3:59
I bumped into you.
4:00
I've been a long time fan of mortgage marketing radio and I just kind of felt like it was
4:05
for two days.
4:06
I had to say hi.
4:07
Yeah.
4:08
And you're obviously doing some good things out there, which is what I wanted to talk
4:10
about.
4:11
So before we get into that for listeners who want to know who is Sam May, what does he do?
4:15
All in the biz units volume.
4:16
What do you want to share on that?
4:18
Yeah.
4:19
So I recently became a non producing branch manager at all Western mortgage and I started
4:25
in the industry in 2002 and now run a team of, I think we're up to 11, 11 people on
4:30
the team now.
4:31
So we're a small team, but we're, we're small and mighty, you know, but yeah, I've been,
4:36
I've been in the industry since 02.
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So you know, I've seen some, taken some, some lumps and seen some things, right?
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And I think that's kind of what we're, we're here to talk about is, you know, how we've
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been able to, to navigate the, the challenging waters that we've seen over a number of different
4:51
cycles.
4:52
Yeah.
4:53
But yeah, in terms of production, last year we did about 70 million, about 100 units and
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at the time we only had, I think three loan officers, two, two loan officers, two loan
5:06
officers.
5:07
One that was kind of part time.
5:08
And as of right now, I have six loan officers and so I would expect this year that our
5:14
production to be somewhere in the 100 to 120 million, which we're not, you know, so we're
5:19
not setting any, setting the world on fire, but I, I'm pretty proud of that.
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My team is a really good job.
5:24
Yeah.
5:25
And a challenging market and you're in San Diego area, right?
5:27
That's right.
5:28
That's right.
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The office is in Salonabeej, a little boutique town in, in North County, right on the,
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right on the sand.
5:34
Yes.
5:35
No, no, well.
5:37
Okay, cool.
5:38
Thank you for all that context and we're going to put links to your Instagram page, which
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is where people can follow you in the show notes.
5:44
But if you want to go there or do it right now, your Instagram handle is at loan guy SD at
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loan guy SD, obviously for San Diego.
5:53
Okay.
5:55
So I think what, why I thought this conversation would be useful for the listeners is because
5:59
of, you know, marketing, like you and I, we were at the Ford event.
6:02
It's obviously talking about marketing and you shared some things with me that you're
6:07
doing regarding marketing.
6:08
So let me ask you the question.
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I usually try and ask everybody, which is, you know, for, for the team, for that 70 million
6:14
hundred units or whatever it's going to be, what is the number one source of business
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for that?
6:20
We are a hundred percent referral based.
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So we get all of our business from our referral partners, past clients too, but I'm going
6:27
to admit and I would like to adopt more of what you, you and some of your other guests
6:31
have shared on this show about converting past clients, but we haven't done a great
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job of that yet.
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Our focus has been 100% on new and existing referral partners.
6:43
And those are predominantly real estate agents.
6:45
Correct.
6:46
Yes.
6:47
Okay.
6:48
And give me a, give me a sense of the breakdown of the people on your team, the all those
6:53
experience level.
6:54
Yeah.
6:55
That's a good question.
6:56
So we just recently added one that has about 23 years of experience.
7:01
So she's been in the game for a long time.
7:03
Crystal, she's, she actually goes by Crystal Pistol on IG.
7:08
She's, she's the go getter.
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Most of my team though are actually relatively new to the industry, you know, two and three
7:14
years in the game, you know, which is great because they, you know, aren't sort of salty
7:19
like a lot of the people that have been in the game for a long time, right?
7:22
Yeah.
7:23
But they know enough that they can operate freely.
7:26
So they're, they're, I don't want to say moldable because I don't think that's fair to them,
7:29
but they're still eager and willing to learn.
7:32
I think that's the right way to say that.
7:33
Yeah.
7:34
So what you're saying is they don't really have a ton of bad habits.
7:36
They don't necessarily have some mindset issues that are getting in their way, you know,
7:40
all that kind of stuff.
7:41
Exactly.
7:42
You can see those, which is actually pretty cool because, you know, the old, you can't
7:45
teach dog new tricks kind of thing.
7:47
Some people are so sitting their ways in their beliefs.
7:50
You know, it's a lot to be said for somebody who's relatively new and open to like, you
7:54
know, what's the old thing?
7:55
It's not survival.
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That, that, that win or survive.
7:58
It's those that are most adaptable to change.
8:00
All right.
8:01
I believe that wholeheartedly.
8:03
And that's, that's everything for what we're doing right now to, to win in the current
8:07
market.
8:08
I mean, we, we have to adapt and adopt, um, cat.
8:11
I mean, if you're not, I mean, you're dying, I mean, that's, that's the bottom line.
8:15
Okay.
8:16
So, uh, number one source of business is realtors.
8:18
How do you, how does your team, what are the primary methods by which, uh, they get attention
8:25
and engagement from real estate agents?
8:28
You know, and, and this is a hot topic, right?
8:30
Because, you know, Gary Vee has been preaching this for years, um, people like Neil Dingerah,
8:34
who's my mentor and who actually I report to, uh, at all Western mortgage.
8:37
What's up, Neil?
8:38
Yeah.
8:39
Yeah.
8:40
That at the Neil, um, you know, I mean, that's, it's the give, give, give, right?
8:45
We have to come from a place of service.
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And I think we all know that and we believe that, but the question is how, you know, and,
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and it's an old game to be asking realtors for coffee and, you know, taking them for drinks
8:59
and all that kind of stuff.
9:00
That's all nice.
9:01
But if we really want to serve our partners, you know, how do we do that?
9:05
We have to help them get new business and we have to treat their clients like gold, you
9:10
know, um, and in order to do that, you know, what my team is doing currently, we hold, we
9:15
actually developed over the last few years a full marketing program that we offer only
9:19
to our, our top partners, um, you know, where we're, we're helping them to develop new
9:25
skills, identify their target market and, and create content.
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I mean, video is a giant portion of our business, um, which is why I was so attracted to Neil
9:35
and it up going to work for him, it's to learn how he's done what he's done, but it's helping
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them develop their brand, identify their target market and how they can best serve that
9:44
market.
9:45
And once we established that, then we move into the second phase, which is now we actually
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need to go out and attract and connect with those people.
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And then the third phase, once you've actually put out content and you're attracting,
9:56
you're connecting with those people, now we actually have a foundation from which we can
10:00
advertise from.
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And this is the biggest problem I've seen for agents and, and I'll tell you a story about
10:05
how we ended up in this position.
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Um, but the biggest problem I see for agents is they do it in reverse, right?
10:13
They're in loan officers too.
10:15
We're not exempt.
10:16
I've done it myself.
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I'm not there on stones here, um, but, you know, they start with the advertising, right?
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And they work their way backwards and they start trying to develop some marketing and
10:27
then they see, well, how does all that fit into a brand?
10:29
Well, I guess I better be that brand, you know, and then ultimately they find out who
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responded to those advertisements and that now is who I want to continue targeting.
10:38
Right.
10:39
And it's completely backwards that strategy.
10:41
And I'll tell you how I found this, Jeff, and stop me if I'm boring you, but you're
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good.
10:47
The, you know, when, when I, a couple of years ago, I was doing, I was helping my agent
10:52
partners do business plans and, um, you know, incredibly daunting tasks, right?
10:57
I don't think I'll ever do it again.
10:59
But it's, it's helpful, right?
11:01
It's helpful for me to understand their pain points and also is just trying to add value.
11:05
And the one place that I kept getting stopped, because they all said, look, I want to, I want
11:10
to do more marketing and want to throw events, you know, I want to do, uh, XYZ, right?
11:16
And I kept getting stumped at that because I couldn't figure out who, who is it for?
11:21
Who are you trying to attract?
11:23
Mm-hmm.
11:24
And we all have this tendency and this, this mindset of, of, I'm going to go after the
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entire market.
11:30
You know, we're in San Diego County.
11:31
Yeah.
11:32
I, there's, there's everybody under the sun is here.
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There's like two, three million people there.
11:37
Yeah.
11:38
I think we're at three and, uh, it will be at five million within the next five to ten
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years.
11:43
I mean, yeah.
11:45
What you're saying is that their target market is everybody, which means it's nobody.
11:49
Exactly.
11:50
I mean, that's spot on right there, right there.
11:52
And that's what I preach about all the time.
11:54
Um, you know, so in niching down and that's really what we, we start this whole process
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starts with a workshop that I put on, um, we call it the avatar workshop or our foundations
12:04
workshop.
12:06
And it starts by helping them to identify who exactly that target market is, right?
12:11
And then once we've identified them and I mean, very specifically, there's no age ranges.
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There's no none of that.
12:17
I mean, we're talking like my avatar is, you know, a single mom of a six year old, she's
12:23
a nurse at Sharp Medical Center.
12:26
You know, she, she likes, um, uh, you know, she's, she's loud and sort of obnoxious, but
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she's, she's a very nice, warm, hard to person.
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She, you know what I mean?
12:35
Like we're talking specific, very, very, very specific.
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Um, so, you know, once, once we, um, we're talking about, um, we're talking about, um,
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once, once we identify that person, we can really talk about what kind of problems that
12:45
person faces, right?
12:48
And, and we can't solve their problems until we know exactly what they are, you know,
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um, so, so we, we start with a list of at least 25 of these problems, right?
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And then we work our way through, um, what solutions we can offer that person.
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And not only what solutions can we provide, but why are we the best person to provide
13:10
those solutions, right?
13:12
And ultimately you come up with a unique value proposition from that.
13:16
Yeah.
13:17
And that's really the whole exercise.
13:18
So now, by the time we're done with this workshop, you know, these agents have come
13:22
in the door going, I sell real estate in San Diego, right?
13:26
And I, my first response is no one cares.
13:29
Yeah.
13:30
Yeah.
13:31
And actually, that's how I started.
13:32
Look at, I tell them myself, like I, I opened the workshop with my name, Sam May
13:36
and Emma Mortgage Blender.
13:37
And I just let the room sit on that for a second.
13:40
They're like, and, you know, and that's the point.
13:43
Mm-hmm.
13:44
What's next?
13:45
I like that.
13:46
Yeah.
13:47
I like that.
13:48
Yeah.
13:49
That's a frame for how, how we, we so much hang our hat on our job, what our title, what
13:53
we do, you know, or in the case of talking about, uh, loan officers approaching realtors,
13:58
right?
13:59
They tend to lead with product, you know?
14:00
Yes.
14:01
I've got these great products, right?
14:03
I, I don't care.
14:05
So do the three people behind you coming through the door, right?
14:09
And more importantly, how do you apply those products to the clients I serve?
14:12
Right.
14:13
I mean, that's really what matters, but we're not there yet.
14:15
You know, you can't lead with that because you haven't been introduced to anyone.
14:19
Interesting.
14:20
So this, um, avatar event, avatar workshop that you do with these real estate agents, what
14:25
does that look like?
14:26
Is it an hour, three hours?
14:27
What is it?
14:28
It's usually an hour and a half if, uh, we do a Q&A session after.
14:32
And so oftentimes it'll spill into about two hours.
14:35
Are you doing this in person?
14:37
In person.
14:38
In fact, you know, I've done it in front of as many as a hundred people, um, you know, yesterday,
14:43
I prefer the micro events yesterday.
14:45
We held a class in our office with 12 new agents that we've never worked with before, um,
14:50
and yeah, it was great.
14:51
Me because we can get more personal.
14:53
We can really get into the nuts and bolts of how to execute on this.
14:57
Okay.
14:58
So I want to pause there for a second because I'm, um, I, these are questions that are
15:03
important for the listener.
15:04
Um, we're going to come back to the 12 versus many, right?
15:07
Um, how do you get the, these are agents you haven't worked with before?
15:10
How do you get them to show up?
15:12
You know, it's gone to a point, Jeff, where, you know, a lot of them will come to us.
15:17
Um, you know, we built a brand, um, coming from a place of service, right?
15:22
But that's taken time.
15:23
You know, when I first started doing these things, I mean, I, like I told you before, the
15:28
first workshop I did was garbage, you know, so you might have two people or something.
15:33
Yeah.
15:34
If I was lucky, right?
15:35
You know, um, but it's taken time because I didn't have really the, you know, I didn't
15:40
really know how to execute it.
15:41
I didn't, you know, really didn't know what I was doing.
15:43
The content was kind of all over the place.
15:45
And so you're having a rhythm to it and, you know, much like the, the stuff that you do
15:50
and, and your presentations, I mean, having something that's done, I don't think people
15:54
can understate how valuable that is, um, that's got proven success.
15:59
So yeah, that's, that's taken me some time.
16:02
But now I'm at a place where, you know, we, there is some attraction to this workshop.
16:07
But it's also very easy to go to a real estate agent and just simply ask them, hey, who's
16:13
your target market?
16:14
Like, what's your unique value proposition?
16:17
And if they can't answer that question, or they give you some generic, you know, um,
16:23
soapbox kind of answer, you're like, you know, there's a class that we do.
16:28
Of course, you know, a little workshop that you might be interested in, you know, and
16:32
we've been able to get brokers with teams to come and attend, you know, I mean, it's
16:37
a great way to just open doors.
16:38
I think that's smart, uh, posing it as a question, and I'm thinking of that in the context
16:43
of what we do with classes as well, because, um, I mean, that could literally be, that's
16:49
such a wonderful opener because in your case, it's like, hey, who's your target market?
16:52
Who's your avatar?
16:53
Who's your ideal client?
16:54
Whatever, seven out of 10, uh, uh, well, uh, you know, all of San Diego.
16:59
I mean, that's, yeah, that's usually what I hear.
17:00
I exturve all of San Diego.
17:02
Yeah.
17:03
And like for those listening and some of my members that are listening, like you could
17:06
even ask the question, so a lot, one of the classes we do is Google business profile,
17:09
right?
17:10
And so it's like, hey, so, and by the way, I coach my, uh, members on, you should look
17:14
them up on their Google business profile.
17:16
And that's a point of conversation.
17:17
It was like, if you were the agent, I'd be saying, hey, Sam, what's up?
17:20
You know, small talk.
17:21
Hey, Sam, you don't, you know, I always do research on ages before I meet them.
17:24
And I wanted to get it kind of a consumer perspective.
17:27
So I look at your digital footprint.
17:28
One of the things I noticed was like, like, you do have a Google business profile.
17:31
I'm just curious, like, where you rank that for importance?
17:35
Hmm.
17:36
Now what I didn't say was it sucks.
17:39
You only have seven reviewed.
17:40
You know what I mean?
17:41
I didn't go specific.
17:42
I just want to open up that conversation.
17:44
Just like you did, which is then, oh, it's helpful to have a solution.
17:48
Whether that's a checklist, a guide or an actual class to, to move them into a step
17:53
to yes, you know, you must.
17:55
I mean, otherwise it's, you know, just turns into a session about how bad things are.
18:02
Well, it's like, you're not really solving a problem.
18:03
Then you're just like identifying right?
18:05
Yes, that's not nobody, nobody wants, uh, wants their dirty laundry air.
18:09
Do you know what I mean?
18:11
And then there's that awkward, where you're going to go.
18:13
Well, so let me tell you about my products.
18:15
Uh, anyway, right.
18:18
So, so back to you in your advance, I think is a brilliant idea.
18:20
The avatar workshop, um, you mentioned you've done it in front of the hundred.
18:24
You prefer the small, smaller groups though.
18:26
Tell me why.
18:28
Yeah, you know, because this is a very intimate thing, right?
18:31
And it's important to really the goal for me is I want the agent to leave the
18:36
workshop with something with something of value that they can actually go out and use
18:41
and put to work, right?
18:43
I mean, that's the goal is to help them grow their business because we do that.
18:45
They're, they're going to appreciate us even more.
18:48
So I found that when I do it in a large group, uh, you know, they get about half
18:53
the work done that really needs to be done in the workshop, you know, and they kind
18:57
of think I'll come back to it or they just aren't, they're, they're more
19:00
timid about raising their hand, asking questions or, you know, there's just
19:04
less engagement.
19:05
So when we do it in the small group setting, then I can call on specific people
19:08
and we go around the table and say, Hey, you know, what, what are you coming up
19:12
with your, you know, what's the demeanor of your avatar, right?
19:15
We'll pause on certain aspects of the workshop and let them get involved and
19:19
really work through any issues they're seeing.
19:22
Um, so you have a, a handout, you give them and you're walking them through
19:26
these various exercises, correct?
19:28
Correct.
19:29
So you know, the way we do this is, um, twofold.
19:32
So when we have a presentation deck that kind of gives, we use as a guide and
19:36
helps give us some visual aid, um, to drive home a few points that we're making.
19:40
And then the, the second thing we do, and this is what they keep.
19:44
And the reason I do this in Google Sheets is I have a copy.
19:47
They have a copy, right?
19:49
Because this leads into the second phase of how we want to support our partners.
19:53
Um, you know, videos, everything in my book, right?
19:57
I'm 100% sold on video.
19:59
And so this is the segue to then go, all right, let's invite them in for a
20:04
podcast shoot, something similar to what we're doing right now.
20:07
Or let's do some talking head videos.
20:09
You know, let's, let's do some more one to one communication videos because
20:13
that's what your avatar needs, right?
20:16
And we use it as, use videos as a conversion tool.
20:19
Um, but we leverage that avatar worksheet to help them plan their content.
20:24
Yeah, I mean, imagine Jeff, like most commonly, people don't know what they
20:30
want to talk about when they go and start trying to produce video, right?
20:33
But if you have a list of 25, 50 problems that your specific market is,
20:39
struggling with, I mean, that's an endless, endless supply of content right
20:44
there. You know, it's just providing solutions to each one of those, those
20:48
problems. And I'll give you an example, right?
20:51
When you're talking about, you know, people will say one of the barriers to
20:54
entry for real estate right now is high interest rates, right?
20:58
But that's one problem.
21:00
But what is the underlying issue there?
21:02
Well, it's my payments are high or that's reducing my buying power.
21:06
So I can't get the house that I want, right?
21:09
So, you know, that one problem can, can lead to 10 conversations or 10 videos
21:15
on how to drive solutions for that problem.
21:19
So it's really the backbone of how we proceed and what we do next.
21:24
All right, Sam.
21:24
So you're doing this avatar workshop.
21:26
You're helping agents identify their, their ideal client, right?
21:29
They're avatars, we said.
21:30
And as you've said, you know, I've discussed is like, that's not an easy process
21:34
per se.
21:35
So how do you help agents identify who their avatar is?
21:41
You know, there's, there's a few sort of tricks in the trade that really help
21:45
them get from A to Z, right?
21:48
And one of them is I have them imagine that that person is standing in front of
21:52
them because it really puts a face and a tone.
21:56
And you know, even imagine what this person is wearing, right?
21:59
So now you can really imagine an individual.
22:02
And what most people do is they either end up describing themselves, which is
22:06
fine.
22:07
You know, we like to, you know, we like to work with people that are like us,
22:09
right?
22:11
Or, you know, they'll, they'll oftentimes go pie in the sky where, well,
22:16
my ideal client has got, you know, 50 million cash in the bank and they're
22:20
going to write seven offers this week, you know, that's kind of the direction
22:23
they take it.
22:24
So my job is to kind of try to bring them back into let's focus on really
22:29
who you're best at serving.
22:30
So we started identifying, you know, all the different attributes of the
22:34
person, their age, what they do for a living, you know, what their demeanor is.
22:40
And I like to use the nurse example.
22:42
And I think we talked about this briefly earlier where one of the avatars that I
22:46
have is, you know, it's a single mom.
22:49
She's 42 years old.
22:51
She lives in Rancho Pinesquitos.
22:54
She's, you know, raised into six year old.
22:56
She, you know, coaches the soccer team.
22:59
She's a team mom, you know, all these things, all these really minute details.
23:02
So we can get granular and really understand the person that we're trying to help
23:06
here. That allows us to really identify their problems, which is arguably one of
23:13
the biggest steps of this whole process is if we can't identify their problems,
23:17
we don't know how to help them.
23:19
We don't know how to solve them.
23:21
Secondly, this is like content gold.
23:23
I mean, when you can identify your target markets, you know, problems and a lot of
23:29
them. And this is a, you know, this isn't something I invented.
23:31
This is something I took from Alex Hermosi's $100 million offers book, which I
23:37
recommend for everybody.
23:38
It's a great read and it's highly valuable.
23:40
But, you know, once you identify those problems, now we can start to create the solutions
23:46
for them.
23:46
And once we create the solutions, now we have the makings of a unique value
23:50
proposition.
23:52
And that's really the goal is to get to that point.
23:55
You know, who we serve, how we serve them, and why we're the best at doing that.
24:00
Okay.
24:00
So let's, let's do a brief example here.
24:03
Let's take your avatar.
24:04
You get very specific on the characteristics of that, right?
24:07
Demographics, maybe income ranges, et cetera.
24:10
So you're wanting to identify or bring problems or challenges, you know,
24:14
psychographics, right, to the surface, um, share with our listeners,
24:20
some of those problems then for your avatar.
24:23
Yeah.
24:23
So this particular person that I described is a renter and doesn't,
24:27
hasn't saved enough money for down payment.
24:30
And she's concerned about, um, you know, who she can trust.
24:35
She's concerned about where the market is heading, right?
24:38
And so as we develop a unique value proposition, as we try to solve those
24:42
problems, you know, the, the UVP, and I'm probably going to butcher this because
24:46
I don't have it in front of me.
24:47
And this isn't truly one of my avatars, but it's one that we use as an example.
24:51
So don't, don't hang me for this one.
24:52
But she, she, you know, it's basically, look, I help renters, you know,
24:58
in need of down payment assistance, navigate a fluid marketplace and become
25:04
homeowners, you know, something to that effect, right?
25:07
And so what we've done there is we've helped that person who's out there in the
25:11
ether, recognize that, hey, this guy is talking to me.
25:15
Like that sounds just, I'm a renter.
25:17
I need down payment assistance, right?
25:19
I mean, that's exactly what, you know, and I'm unsure about where the market's
25:23
going.
25:23
That's the feeling that we want them to be left with.
25:26
You know, where else this is really valuable, Jeff, is when you are asking
25:30
for referral business, right?
25:33
A lot of people will say, I can't, you know, if you know anybody's in the market
25:37
for a mortgage, you know, please keep me in mind, pass my information along,
25:40
right? I mean, how many times have you said that or heard that or whatever,
25:43
right? We all do it.
25:45
But how about this?
25:46
Yeah, because as soon as you say that, it's one in one ear out the other, you
25:50
know, maybe you get lucky, you get a referral.
25:52
But if you say, hey, if you know any single moms or if you know anybody that needs
25:56
down payment assistance and is a renter in North County, San Diego, that's my
26:02
specialty.
26:02
I helped them navigate market conditions, right?
26:04
Immediately the person that you're talking to, if they know anybody in their
26:07
network, they're going to, that person's coming top of mine.
26:10
Oh, yeah, Bob, Bob needs help with this, right?
26:12
I mean, that's, that's how they're, that's how our minds work.
26:15
We fill in those gaps.
26:17
Yeah.
26:19
So you have consciously chosen that avatar for you personally.
26:25
Yeah, I mean, it's one that, that sort of strikes a chord with me.
26:29
It's, it's actually, there's an individual, and this is one exercise we do too.
26:32
It's like, look at the past clients you've served and find somebody really
26:36
enjoyed working with, and so that you can try and identify that type of
26:40
person again.
26:41
And that is a person that we served.
26:42
I helped a nurse who's a single mom, you know, go from renting to home ownership.
26:47
And it was rewarding for me.
26:49
And she was just beside herself excited, obviously.
26:52
And so yeah, I mean, I'd like to repeat that, right?
26:55
I think we got to identify some, some transactions we'd like to do again.
26:59
Well, I'm looking at your Instagram page and we'll, once again, we'll put links
27:02
in the show notes to it, but it is a lone guy SD.
27:07
So you mentioned content and this, you know, influencing the content you post.
27:12
Any examples that are coming to mind for you that speak to that avatar?
27:16
Yeah, you know what's funny is, you know, being non producing, I don't really do
27:21
a lot of consumer facing content.
27:22
In fact, I do very little.
27:23
My wife likes to joke.
27:25
She says, the cobbler's son has no shoes, right?
27:28
I do hundreds of videos a month, but very few for me.
27:33
The one example I would actually point to is Amanda May Lee.
27:37
It's at Amanda M E I L E E.
27:43
She is probably the, I mean, she's just a powerful agent.
27:47
Number one, young gal, she's, I want to say she's 26 years old and just
27:52
absolutely crushing it, but she was one of the first ones we did this
27:56
avatar workshop with.
27:58
And she identified that she serves best dinks with dogs that's double income,
28:05
no kids with dogs in the Asian community that are first time buyers, right?
28:10
And if you look at her Instagram and you go through her feed and watch what she said
28:15
and how she puts herself out there, I mean, that's all she's doing is attracting
28:19
those people constantly and she's killing it.
28:21
She gives 90% of her business from social media.
28:25
And I mean, I would, if I had her permission, I would tell you all about her numbers.
28:28
I mean, some of you guys out there could probably look it up.
28:30
But girl is getting it done like she, she's a killer.
28:34
Yeah, that's, that's, that's brilliant.
28:36
Now, that's a very specific niche.
28:37
And so, so she's playing into her strengths.
28:39
She's playing into her preferences and what she likes.
28:42
As I look at her feed here, she's definitely got lots of dog picks,
28:45
which oh, by the way, a lot of people love dogs, right?
28:48
And have dogs too.
28:49
Oh, yes, she does happen to be Asian.
28:51
So she's speaking rights to that specific community.
28:54
She's in that, it's really smart.
28:55
She's in that age bracket.
28:57
She understands the issues, struggles, challenges of that
29:02
demographic, which is why she can speak to it authentically.
29:06
Yes.
29:06
And they resonate with her.
29:08
I mean, they feel like she is truly the one who's best suited to help them.
29:13
I mean, it's a really great mix.
29:14
I mean, she's, she's just absolutely crushed.
29:16
And there's, there's probably a few other examples I could give.
29:18
But I think she has done the best job of anyone that we've worked with.
29:22
And it's a great example for people to look to.
29:26
All right.
29:26
So I'm going to try and put that link in the show notes as well.
29:30
Just give me a second to write that down.
29:32
So speaking of people you've worked with now,
29:34
I know this one makes the listener curious.
29:36
What do you mean worked with like,
29:38
walk us through how you help agents implement stuff?
29:42
Yeah, so that's great.
29:44
And this, this has been and still is in development.
29:48
Okay, so there's really two sides of the coin here.
29:50
One is we have to help the agent come up with a strategy,
29:54
develop new tactics and and new content to fill the bucket.
29:59
And then on the other side, we have to help the client.
30:01
We have to over deliver for them.
30:03
So we have some methodologies there,
30:05
all of which or most of which are surrounded by video and technology.
30:10
Right. So on the agent side,
30:12
there's a three step process for them.
30:15
It starts with the foundation.
30:17
Okay, the foundation is the avatar.
30:19
It's developing the avatar and their UVP.
30:22
And then it's also making sure that they're online presence,
30:25
aligns with that avatar and aligns with their unique value proposition.
30:29
We also want them to have a cohesive look and appearance online.
30:32
Nobody's ever going to say,
30:35
you know, his head shots were all over the place.
30:38
He just kind of looked like a mess online.
30:39
So I'm not going to work with them.
30:40
They're not going to say that.
30:41
But what they will say is, you know,
30:44
I saw that guy Jeff online and I just there's something about him.
30:47
I really, he seems really put together.
30:49
I'm going to work with him.
30:50
Right. So that's the point of getting and cleaning up that online presence.
30:54
Now we have the foundation.
30:56
That's what we call it, foundations,
30:58
to move into content production.
31:01
Now we know who we're talking to,
31:02
what we're going to solve for them.
31:04
And we start going into video production.
31:05
Now here's where it gets interesting, Jeff,
31:07
is a lot of the videos that we do aren't for social media, right?
31:12
They're one-to-one communications.
31:14
They're conversion tools for the agents to use from within the funnel.
31:18
Right.
31:19
We also do it at the top of the funnel.
31:21
So yeah, there's some social media play out there.
31:23
There are a number of ways that you can leverage this.
31:26
But now, so now imagine you've got your foundation,
31:28
you know, who you're serving.
31:30
You've got your online presence style.
31:31
Now you've got depth of content.
31:33
You can actually be proud and have some resources for people to see
31:37
when they find you online, right?
31:40
Now we, and this is the third phase.
31:42
Now we can throw some gas on the fire.
31:43
So after three, four months,
31:45
now we can actually start talking about advertising
31:48
to that same group of people.
31:50
Because guess what?
31:51
We can really niche down, right?
31:53
So we can get very specific about who it is that we're targeting,
31:56
which means that acquisition cost is going to drop.
31:59
Or if it's higher, you're going to have a higher conversion rate
32:02
which will reduce the acquisition cost, right?
32:05
So now we can get into advertising and you have depth.
32:07
You have a personal brand that's been developed.
32:10
You have a specific audience with a valid offer
32:15
that resonates with that community.
32:17
So you can be much more effective and efficient with your ad dollars.
32:22
Well, that's a lot in there, man.
32:24
A little bit in there.
32:26
Okay, so I guess it's a lot because I know people,
32:30
so here's one thing.
32:32
And this, this comes out of like some of my members who teach classes is like,
32:36
have you had this happen?
32:37
Whether there's this gray line or area of like,
32:41
well, they start to see you as like this social media coach.
32:46
And hey, man, do you do video?
32:48
You know what I mean?
32:49
Do you have it?
32:49
Yes, yes, man.
32:51
And that's a tough one.
32:52
And that is really hard because there are, I mean, look,
32:55
this is costly.
32:56
I'm not going to sit here and pretend.
32:58
Well, let me back up, actually.
33:00
You know where this started was with an iPhone and a spreadsheet.
33:03
Okay, that's where we started all of this.
33:06
So I want to encourage people like,
33:08
none of this is going to happen for you overnight.
33:10
Like you got to work at it and chip away.
33:12
And it's okay.
33:12
There's nothing wrong with going to sit down in front of an agent with an iPhone
33:15
and going, hey, let's chat about who you like serving, right?
33:18
And just do your level set best, right?
33:21
Right.
33:22
Take notes.
33:22
Have a notebook.
33:23
Yeah, yeah, just go for it.
33:26
But, you know, now we've gotten to a point where we have a marketing team.
33:30
You know, we have video editors.
33:31
We have, you know, some production.
33:33
And that's costly, right?
33:35
And so it's put us in a position where,
33:38
you know, one from compliance, we have to be compliant, right?
33:42
With respon and telling all that other fun stuff.
33:44
So, you know, we have to share costs with the agents.
33:49
And we also have to be choosy about who we work with.
33:53
You know, we can't take somebody who just got their license two days ago
33:57
and spend the next, you know, nine, 12 months trying to get them off the ground.
34:00
I mean, it's a really difficult conversation to have.
34:03
But that's the power of the workshops.
34:05
And that's the tip of the hat to you, Jeff.
34:07
And you see the same thing.
34:08
It's like, look, when you host a workshop,
34:10
you may have three or four people in there that were licensed last week.
34:14
But you're also going to have people in that workshop
34:16
that are doing 10, 12, 15 deals a year, some of them a month, you know?
34:21
So it gives you an opportunity to scale a little bit
34:25
and to serve both tiers of agents.
34:28
But it is, it is a hard conversation to tell somebody,
34:30
look, you know, you're just not ready there.
34:32
So if you want more on that, actually, if I can,
34:35
my coach, I use David Keesey for my coach.
34:39
And for anybody out there, he's amazing.
34:40
You guys should consider him.
34:41
But you know, he told me a story about a title rep that
34:48
basically he had reached out to and he said, you know,
34:50
when he was early in the business and he's like,
34:52
hey, man, you know, I need to get off the ground.
34:54
Like you're, you're the heavy hitter out here.
34:56
What can you do to help me?
34:58
The guy took him to breakfast and he said, look,
35:01
I'm going to give you a couple of tools.
35:03
I'm going to tell you what it is that you should do.
35:05
And I'm going to tell you what you have to be doing in order for you to work with me.
35:09
Right? Because I want to help you.
35:11
I want to help you get from A to C.
35:13
Let's call it, right?
35:16
And David never forgot that.
35:19
You know, he was moved by it and he appreciated the honesty.
35:23
And he appreciated the guy sat down with him,
35:26
gave him the time of day.
35:26
And so I've sort of tried to build that into our culture and our mindset.
35:31
We're not too good for everybody, right?
35:33
That's not for anybody, rather.
35:35
That's not, that's, that doesn't serve.
35:37
The community doesn't serve our interests.
35:40
So we will take the time with people.
35:41
We just have to be careful with it because everybody will take it to your point.
35:46
Well, let's, let's get specific for a moment.
35:48
If you don't mind or you talk about sharing costs.
35:51
So if I'm picturing this, you know, you do your event,
35:54
your avatar workshop, whatever.
35:55
And then you want to move into foundations,
35:57
which is now getting into some recording videos for them.
35:59
They're coming into your location.
36:01
They're going to record some video, some scripted video, right?
36:04
Right. That's right.
36:06
Sometimes scripted, sometimes vodka style, but yeah.
36:09
Yeah, definitely guided.
36:10
You said that earlier.
36:11
Definitely guided.
36:11
They need some direction.
36:13
But now you've got a cost for a video,
36:16
a videographer editing, etc.
36:18
And so that's the cost you're talking about where you split with them.
36:21
Yes, there is.
36:22
So we do, when I'll tell you this, we built a studio.
36:28
I invested about $50,000 in equipment and to outfit this space.
36:34
And we paid production people significant sums of money
36:39
to learns that I could learn how to do this.
36:42
Because let me tell you, from a respite perspective,
36:45
if I'm the videographer, there's no cost.
36:48
There's no cost to be shared, right?
36:50
So I do a lot of the video work myself.
36:53
I can't edit.
36:54
So we do have an editing team.
36:56
And we do have other people that are in-house that have capacity
37:00
to at least rough cut and do some of the things
37:03
that help alleviate the cost center.
37:06
So the goal is not just for them to make it as cost-efficient,
37:09
but also for me.
37:10
Because we're sharing in this expense.
37:12
So any way that we can do that, we're definitely focused on it.
37:16
Yeah, and I will say, so for those listening,
37:18
and they're like, well, I don't want to get into doing that.
37:22
I host a class locally in Vegas a number of times
37:27
where we're showing, and you can relate to this,
37:29
I know, teaching them reels and writing their hooks and scripts.
37:33
And so what I do in that case is I bring my local videographer.
37:36
And first of all, I'm recording that for content, obviously.
37:40
Number two, at that class, once we've shown them how to craft
37:45
their initial kind of rough scripts and things like that,
37:47
there is a percentage of agents who want to record their videos.
37:50
And guess what?
37:51
I have my videographer come up to the front of the room,
37:53
and he gives his five-minute pitch on, hey, here's what I do.
37:57
Here's what it looks like to work with me.
37:59
Here's how much it is.
38:01
He's got his mobile phone.
38:02
He's got a square hooked up to his mobile phone.
38:05
And at the end of the class,
38:06
they all go to the back of the room.
38:08
They start swiping cards on his square.
38:10
And for each charge, it's them $250 for like,
38:13
you know, three edits, three videos.
38:16
So whatever the price is, that's not important.
38:17
The point is you can integrate a local videographer
38:21
and get this done if you're looking to like outsource that.
38:24
I freaking love that, Jeff.
38:26
Like in your spot on, man, we don't have to be everything.
38:28
Like I'm not trying to be a marketing agency.
38:30
I just know that this has value.
38:33
And you know, the tie it back to my team, right?
38:36
Everything that we do is tested first.
38:39
Like we do it for ourselves,
38:41
for our loan officers, see that it works,
38:44
and then go and try and share that with other people.
38:48
Like common misconception,
38:49
I learned this from Neil Dinger actually.
38:51
He really helped me understand
38:54
that I don't have to be the pro,
38:56
the expert, the end all be all on any topic.
38:59
Right.
39:00
And my let talks about this too.
39:02
I just need to be a little bit better
39:04
than the person I'm trying to assist, right?
39:06
Yes.
39:07
I mean, that's it.
39:08
So I don't have to be the best videographer on the planet,
39:10
but probably better than most of the people
39:13
that walk through the door,
39:14
all videographers excluded, of course.
39:16
That's amazing.
39:18
But that's not even what we're trying to do.
39:20
How about you just be a facilitator of resources?
39:22
Yes.
39:23
Yes.
39:24
Put your stuff like the hub and spoke.
39:25
If you visualize the wheel and the center is the hub,
39:27
that's you and all the spokes are like all the things
39:30
they need in their business,
39:31
which is why you're doing advanced classes, content,
39:33
things like that.
39:34
And like that's, that is a no lose.
39:36
You can't lose, here's what I always say.
39:38
You can't lose if you're always showing up to serve.
39:40
And if you're just showing up to serve
39:41
and you're bringing the people in the process
39:43
and the tech together,
39:44
man, you're gonna win because does it take work?
39:46
Yeah.
39:47
Does it take you learning some stuff?
39:49
Sure.
39:49
Gotta get out of your comfort zone.
39:50
Sam has got out of his comfort zone.
39:52
We know.
39:53
Yes.
39:53
But guess what'll happen, Sam?
39:55
Is you know this as well?
39:57
Guess what'll happen, listeners?
39:59
Is you won't have to chase anymore.
40:00
You won't have to pursue.
40:02
You will now be attracting
40:03
because you've created so much value.
40:05
Your brand reputation will start to grow
40:07
and people will seek you out instead of you seeking them.
40:10
Oh, it's amazing.
40:11
I mean, I get so many referrals from realtors.
40:14
Realtors are referring other realtors
40:16
to come and work with us.
40:21
But it is, you have to come from a place of service.
40:24
And we preach that all the time.
40:26
People talk about it.
40:27
You have to get out of the transactional mindset, you know,
40:31
as soon as, you know, and detach from the outcome
40:34
is what my coach likes to preach to me.
40:36
That's right.
40:38
Forget about the sale.
40:39
It's about how can I help this person?
40:41
So here's something really relevant right before this call.
40:44
I was on a sales call with somebody
40:46
checking out my platform.
40:47
And you know, basically you and I
40:49
are talking the same language right now
40:50
where we just, you know, help agents navigate
40:53
through different content and classes and stuff.
40:55
And he said to me, well, when do you make the ask
40:58
for the sale, right?
41:00
That you're a lender and your job is to do loans.
41:02
And I said, you tell me this is true, Sam.
41:04
You know what happens more often than not?
41:06
You don't have to ask at all.
41:09
Like reciprocation happens because you've established
41:12
so much value, they just want to give to you.
41:15
Do you find this?
41:16
I absolutely find that.
41:17
And I agree with you that as soon as you ask,
41:21
you're spending all that good will
41:23
as her mosey likes to say, you know,
41:24
you've built all that good will by help helping them.
41:28
And then you ask and it's all gone.
41:30
You've spent it, you know, so I like to just continue.
41:33
And that's another thing he talks a lot about.
41:34
And I totally subscribed to this is the more good will
41:38
you can build, you know, and the delay, the more delayed,
41:42
you can, you can make that ask the bigger and bigger
41:46
and bigger the opportunity gets.
41:48
I mean, it just never stops growing in snowballs.
41:50
Yeah.
41:51
And yeah, I mean, that's, that's why you can win
41:54
because everybody else is out there asking, all right.
41:56
Back to your process, the last thing you mentioned
41:58
in your, in your processes ads, I'm assuming with that,
42:02
you're talking about custom audiences,
42:03
running ads to that avatar audience.
42:05
Yes. And I'm going to be perfectly transparent here.
42:08
This is something that we're on the journey for.
42:10
And none of this, we've perfected, right?
42:12
But I would say least is the advertising.
42:15
It's another giant animal, it's a big lift.
42:18
And we haven't perfected it, but we're on the journey
42:20
and we have partners that we have demonstrated values
42:23
evaluate to already and have won from all the other things
42:26
that we're doing for them that are now sharing the cost
42:29
with us to explore the advertising
42:31
because they know we're capable of executing.
42:34
So right now, I don't have sort of that silver bullet yet,
42:37
but we'll find it and we won't staff until we do.
42:40
You're talking about agents when you say partners?
42:42
Yes, exactly.
42:43
So you just have this good will.
42:44
You got their partners, you know, et cetera.
42:47
You're not, you're not seen as a vendor.
42:49
You're seen as a part here.
42:51
Exactly. And you know, we don't hide the ball either.
42:54
And I think this to kind of go step back for a second
42:56
and talk about asking for the business.
42:59
I think it's also okay for us to say,
43:02
hey, I just want you guys to know the reason
43:04
that we do these classes, right?
43:05
And I usually do this towards the beginning.
43:07
It's because we want to work with you.
43:08
We want to serve your clients, right?
43:11
You can frame that in a number of different ways,
43:13
but it's okay to just not hide the ball and say,
43:15
look, I'm not here for out of the goodness of my heart, right?
43:18
I mean, part of it's short, but yeah,
43:21
I just wanted to kind of throw that out there too.
43:23
I agree with you.
43:23
I was thinking of that same thing.
43:24
We were saying, you know, I'm okay with asking at some point.
43:29
Now, granted, more often than not,
43:31
the good agents, the ones with business
43:33
will want to reciprocate, but it's okay.
43:35
And speaking of framing, I love that you said that
43:37
because that's what we do too.
43:38
At the beginning, you know, we say something like,
43:41
hey, the reason why we hosted a class like this today
43:43
is because that we believe in order to earn your business,
43:45
we need to become part of your business, right?
43:47
And so today is an example, right?
43:49
You can swipe it.
43:50
So today's an example of how we want to become part
43:53
of your business is to help you solve today's challenges,
43:56
right?
43:57
How to use X or whatever.
43:59
So yes, brilliant.
44:01
That's well said.
44:02
I haven't heard it said better, frankly, Jeff.
44:03
Well done.
44:04
I'm doing it for a minute.
44:06
I guess.
44:08
All right.
44:08
Yeah, that's very interesting.
44:09
We're on the same path because, you know,
44:11
that's always been, I'm looking at my notes here,
44:13
the custom audiences.
44:15
That's something that is on my radar too
44:17
is because one of our classes is Facebook custom audiences.
44:21
And that's the gap yet that we are in the process
44:24
of probably end of this year, maybe early next year,
44:28
going to start to find partners to your point,
44:31
to test that out and say, okay,
44:34
who wants to start running custom audiences?
44:36
And it's the synergies there, right?
44:38
Then, man, you get to work those leads,
44:41
feed them to those realtors.
44:43
And again, you're just a hero.
44:45
Yeah, you know what, Jeff?
44:46
Well, you might have to connect offline here.
44:47
And I might not have to participate in that
44:49
and follow you on that journey too.
44:52
Because, I mean, I trust what you've done.
44:54
And I'm a huge fanboy, don't get me wrong here, man.
44:56
It's, I love your work.
44:58
So I would love to join you on that path, for sure.
45:01
Absolutely, absolutely.
45:02
All right, so let me see here.
45:04
Keep an eye on the clock.
45:06
We talked about your process, avatar, I love that.
45:08
Oh, while we're on that,
45:09
you made a very generous offer.
45:11
You would like to share something with our listeners, correct?
45:15
Yeah, I do.
45:16
You know, it come from that surplus mindset, right?
45:20
I don't care if you guys are in my market competing with me.
45:23
You know, I believe in the rising tide lifts all boats truly.
45:27
So yeah, I mean, if anybody out there wants to do
45:31
this same type of class, meaning the avatar class
45:33
that I keep talking about,
45:35
I have a deck that I'm willing to share.
45:37
I have the worksheet that we use in these classes
45:40
that I'm willing to share.
45:41
And I'll even gladly host a Zoom call
45:44
to show you my presentation and how I do it.
45:49
No strings attached.
45:50
So if you want to do that, just DM me,
45:54
just go to my Instagram, give me a follow if you will,
45:56
or just straight DM me the word Zoom.
45:59
Let's call it Zoom.
46:01
And yeah, I'll gladly share.
46:04
Is that a key word then for you, Zoom?
46:07
Yeah, I don't know.
46:07
I just figured a Zoom call.
46:08
I'm like, yeah, what the heck?
46:09
Let's go to Zoom.
46:10
Yes, this DM me the word Zoom.
46:12
I'm wondering if that's like set up with any automation
46:15
or it's just like you see that DM come in.
46:16
You're going to know it came from...
46:18
Well, yes, so I actually am going to set up
46:20
a mini chat for that actually.
46:21
And that's why I was thinking,
46:22
I better pick a word so I can automate some of this.
46:25
But yes, yeah, mini chat,
46:26
if you guys don't know, is a great tool
46:28
to automate some of that stuff in the back end.
46:30
Yeah, for sure.
46:31
All right, so once again, link is in the show notes,
46:33
but it is loan guy SD, key word is Zoom,
46:37
and then you're going to get access to that deck
46:39
and the checklist, I'm definitely doing that right now too.
46:42
So yeah, and I'm sure, hey, there's some interesting things
46:46
we can talk about there for partnering perhaps
46:48
and adding more value to the greater community.
46:51
Plus, there's an all Western office in my backyard
46:53
and Vegas, man.
46:54
Yeah, I mean, I imagine you probably
46:57
Rob Elbows with Chris Biagee, our fearless owner
47:00
and CEO, I've heard of him.
47:02
I've heard of him having had the chance to meet him yet,
47:04
but hopefully we'll do that soon.
47:06
Awesome.
47:07
No, he's a great guy, man, great guy.
47:09
Well, there's one other thing Jeff,
47:10
as we're probably starting to wrap soon,
47:12
but I thought was worth mentioning,
47:15
we talked a little bit about in funnel and using video
47:18
for conversion tactics, right?
47:20
We should be doing that ourselves as long as,
47:23
and a lot of you guys out there are doing it, right?
47:25
But there's one place in particular
47:28
that we have been incredibly successful in doing two things.
47:33
One is delivering educational value to the client,
47:39
but two is really allowing,
47:44
or sort of putting the client in a position
47:45
where they're going to give good feedback to the realtor,
47:48
and it's happened time and time and time again.
47:50
One of the stickiest points in our entire sales process
47:53
as loan officers is when we have to explain all the numbers.
47:57
If you have somebody who's trying to compare,
47:59
two and three different loan scenarios to them,
48:02
if you guys have the ability,
48:04
and you can do this with loom, with bomb bomb, with anything,
48:07
if you have the ability to record a screen capture,
48:10
have you walking these people through these numbers
48:14
and walking them through the comparison
48:16
within the two or three scenarios?
48:19
They will love you for it, and it saves you a ton of time.
48:22
I noticed that I was hosting our long conversations,
48:26
going back and forth in line by line with clients
48:29
over the phone, trying to explain these things,
48:32
and now that we use, we use that software
48:34
I mentioned to you earlier, but we use a software
48:38
to create the scenarios, and then we do a video
48:42
for 10 minutes to explain it to the client,
48:44
and then a follow up call is like five minutes long
48:47
to answer any questions.
48:49
They love it, they absolutely love it.
48:51
So if you guys aren't doing that right now,
48:53
I promise you it will change the game with your time
48:56
and your conversion rates will increase,
48:58
I highly encourage it.
48:59
It's a great way to use video.
49:00
What's the name of that software as our website?
49:03
Yes, a home power, it's actually,
49:04
and it's a software company that I own
49:07
or if co-founded rather, and it's HOMPWR,
49:12
dot com home powers, it's in beta right now,
49:16
we've been using it within our branch and our team.
49:18
Think of it like a mortgage coach
49:20
that's a lot cleaner and simpler to implement,
49:23
and also on the consumer front,
49:26
it gives them as little or as much information as they like.
49:30
Okay, cool, so with somebody
49:33
if they wanna learn more about that,
49:34
you can check that out, right?
49:35
Yeah, I mean, we're pre-release right now,
49:38
so maybe DM me if you wanna talk about that a little bit more,
49:41
but maybe bookmark the website
49:43
because I think there's some things
49:44
that they're really gonna love about that product
49:46
once it does officially come to market,
49:48
which is only a couple months away.
49:51
Okay, cool.
49:52
So I wanna make sure we get that URL correct.
49:54
It's HOMP as in PaulWR, hompwr.com.
50:01
That's it.
50:02
Okay, cool, check it out.
50:02
I'm looking at it right now, it's a nice clean look inside.
50:05
Hey, if you're looking for a tool
50:06
that helps you be more efficient and effective
50:08
and creating engagement with your buyers,
50:11
approval letters on demand, digital business card,
50:13
what else you got on there?
50:14
Improve, educate, and convert faster.
50:17
Sounds good.
50:18
That's the name of the game, right?
50:21
Who doesn't wanna do that?
50:22
All right, man, we'll look.
50:23
We talked about a lot in the sharing,
50:25
like the nuggets, like if all they did was take the idea of,
50:29
you know, first of all, take the deck offer
50:31
that you're giving them for the avatar presentation
50:32
in that checklist, man.
50:33
And you just had a conversation, one on one,
50:36
host a Zoom with six agents and walk them through that.
50:40
You're gonna be winning, you know?
50:42
Absolutely.
50:43
Absolutely.
50:44
It doesn't take, it doesn't take, but a little bit of effort.
50:47
And do it for yourself first.
50:48
Go through the exercise for yourself.
50:50
And I do it for myself, like once every three months, really.
50:53
Just to stay sharp and, hello, do it for yourself.
50:56
Yeah, and get yourself some practice.
50:58
So then you go out there and when you're doing it for an agent,
51:00
again, you only have to be just a little bit further
51:03
along in the path and they are and you can add value.
51:06
Okay, man.
51:07
I'm great to connect with you and see you virtually,
51:11
even though we sell you in person, just a few weeks back.
51:13
Thanks for sharing the great content today.
51:15
Once again, if people want to connect with Sam,
51:17
they can do that on Instagram, loneguySD.com.
51:20
Sam, thank you.
51:21
Thank you, appreciate you, Jeff.
51:23
All right, listeners, you know what to do.
51:24
If you like this episode and I'm confident you did.
51:26
So please leave us a review,
51:28
make sure you check out all the resources in the show notes
51:30
and we'll see you on the next one.
51:32
Bye for now.
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