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The Key to Successful Problem-Selling Strategy · Mortgage Marketing Radio

• 0:00
  Hey, what's up, my friend?
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  Welcome to a solo episode of Mortgage Marketing Radio Podcast.
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  Thank you for tuning in.
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  I'm going to be doing more of these on an ongoing basis.
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  So if you
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  have any special topics, questions you wanted to talk through, have me feature topics, challenges,
• 0:15
  issues you're struggling with, social media related, marketing related, just business
• 0:19
  strategies and challenges wise, here's what you can do.
• 0:23
  You can go to our Facebook group
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  over on Facebook, type in and search Mortgage Marketing Radio.
• 0:28
  And if you're not already part
• 0:29
  of the community there, jump in and join us and post your question or challenge or biggest
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  frustration in the current market.
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  And I'll hopefully answer them.
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  Today, what I want to do
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  is finally get to my recap of my attendance for the third time in a row of the recent forward event
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  put on by my buddy, Neil Dhingra and his partner, Trevor York, business partner.
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  And this is the
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  fourth year they've been doing it, third year that I've attended.
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  And I got to say every year
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  keeps getting better.
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  There'll be a link in the show notes if you want to learn more,
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  forwardevent.com.
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  But they've got just 10 plus world-class speakers, 1,000 attendees,
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  and it's definitely an event.
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  If you haven't attended, you should consider going.
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  So what I'm going to do is do a debrief of some of the highlights from the speakers that stood
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  out for me and some of the topics I wanted to bring to you in case you didn't get a chance to
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  attend.
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  Or secondly, if you did attend, maybe you forgot or life got busy, right?
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  So I'm going to
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  start with the first speaker, Rory Vaden, who runs an organization called Brand Builders Group.
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  I've
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  actually had his wife, AJ, on the podcast, and they're really smart when it comes to personal
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  branding.
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  And all that goes into that.
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  They work with some of the top author speakers, coaches out
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  there, including Ed Milet, Lewis Howes, Trent Shelton, a bunch of others as well.
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  But Rory,
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  being all about personal brand and you know people often ask what is what is a personal brand so if
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  you ever asked yourself what is a personal brand and i love the definition that rory gave
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  the personal brand especially in today's market today's world is the digitization
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  of your reputation that's it personal brand today is the digitization of your reputation
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  and so when people look you up online whether you get a referral right however this source
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  of business comes to you let's just face it today we're in this world where people are looking you
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  up and the question is um what do they find and the higher the requirement for trust the more
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  important a personal brand is and if you think about the business we're in right financing homes
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  purchasing real estate there is a high degree of trust required for that transaction comparatively
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  to let's say you grabbing your phone hitting your uber or lyft app and hailing shared ride
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  not a ton of personal branding required for that right like you don't necessarily go deep
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  on the person's background who's now be nice because i've had some really bad uber rides
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  right as i'm sure you have too but you pretty much it's a low friction transaction it's a low
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  risk transaction transaction let me say that so the higher the requirement for trust the
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  the more important a personal brand.
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  What are you doing to help convey trust
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  in your personal brand,
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  in your content,
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  with what you communicate?
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  Let's go a step further.
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  We talked about a personal brand
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  being the digitization of your reputation.
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  Where do you show up online today?
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  Can you be everywhere all at once?
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  For most people, probably not
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  because you don't have the bandwidth,
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  you don't have a team.
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  And when you have diluted focus,
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  you get diluted results.
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  So, my takeaway that I share with you is what one to three maximum platforms, social media
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  platforms can you focus on?
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  Where do you already hang out?
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  Where do you already engage?
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  And stop trying to be everywhere to everyone all the time and get clear on what problem
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  you solve.
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  And Rory, when he talks about what problem you solve, and I remember I was actually a
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  client of Brand Builders Group for some time, and we worked on this together.
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  And in a one word, can you come up with the one problem that you solve in one word?
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  And for the time that I was working with them, the word we came up with was confidence.
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  And if you think about what I do, what I help mortgage originators do is I help them attract
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  versus chase real estate agents and help move them from being seen as a solicitor and vendor
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  to a partner and peer.
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  So no more chasing, no more like disadvantaged positioning when it comes to approaching real
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  estate agents, you attract versus chase.
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  And to do that for some takes a certain level of confidence.
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  I remember when I first started, I was not confident in approaching real estate agents.
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  And that's a process to become confident.
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  And one of the things they say, and that was shared at this event, is that you're most
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  equipped to help the person you once were.
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  So at one time, I was not confident in approaching real estate agents.
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  Now I'm confident.
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  Now I can walk into any room, any meeting, anywhere and meet any real estate agent and
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  feel totally 100% confident about providing a value proposition.
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  And if you're hearing this and that's not yet you, well, that's what we do.
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  And if you want to learn more, you can go over to MortgageMarketing.pro and book a call with me to
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  find out how we do that.
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  But back to the one problem you solved, this is something that's
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  going to take a little bit of you thinking about working through, you know, like who is your ideal
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  client.
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  Sometimes, by the way, with first-time homebuyers, that might be it for you as well.
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  It might be confidence.
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  A lot of first-time homebuyers are lacking confidence, right?
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  And so think about that, continue to work on it and get clear on what are the solutions to the
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  problems you solve.
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  If you aren't clear, your clients won't be clear either.
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  By the way,
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  same true for real estate agents.
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  What are the problems you solve for referral partners, right?
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  Certainty of transaction, right?
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  Less friction in the transaction, confidence to close,
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  right?
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  Those are examples.
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  And then here's a key point.
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  Become an ambassador of the problem.
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  Sell the problem as much as the solution.
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  see people are looking to solve problems more so than they are perhaps to gain solutions right
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  people want to get out of pain more than they want to get into pleasure and so
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  if you just tried leading with you being an ambassador to solve the problem to talk about
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  to promote the problem that your target client referral partner is having in this market and
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  you move that to the surface and you talked about the problems you agitated you stirred up the
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  problems.
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  And then you demonstrated provided proof that you can solve those problems.
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  That will help differentiate your yourself, you, your personal brand, and what you do.
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  Right?
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  And it'll help create trust.
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  How do you help create trust stories, results, do stuff,
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  get things done and then talk about things you've done.
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  And then when possible, have other people
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  talk about what you did for them.
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  And in today's world, what does that look like?
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  It looks like
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  online reviews, testimonials, success stories.
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  Research that was done by Rory's Company Brand
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  Builders Group found that the number one purchase factor for people deciding to make a significant
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  purchase was testimonials about them and their work.
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  How proactive are you at capturing past
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  client testimonials, referral partner testimonials at every single possibility?
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  Do you have a process
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  for capturing past client reviews and testimonials?
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  If not, you're missing the mark.
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  I was preparing
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  for a real estate agent interview here today and I looked him up on Google and he has 388
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  google reviews um pretty much five star across the board but let me ask you if you were considering
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  transacting with a real estate agent moving to the city where this agent actually operates and
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  you look them up and you found that they had 388 reviews would you feel more confident would you
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  have more trust as compared to the other four or five agents that show up on your search
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  that have significantly less 10 20 30. right
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  So to build trust in today's world, your personal brand, remember, what did we say at the top is the digitization of your reputation.
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  What does this mean?
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  It means I have to see you, I have to know you, and I have to learn from you.
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  See you repeatedly over time.
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  Get to know you, engage with you.
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  That's called content.
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  That's why social media platforms work so well, so that I can learn from you because that's going to build trust.
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  And if you show up repetitively with that, right, you're going to break through the wall of noise.
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  You're going to gain my trust.
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  You're going to gain my engagement, which ultimately at some point is going to lead to some type of an interaction, a direct message, a phone call, a meeting, a Zoom, whatever it is.
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  Remember, a great personal brand is service-centered, not self-centered.
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  So to recap, personal brand is the digitization of your representation.
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  I'm sorry, the digitization of your reputation, the higher the requirement for trust, the
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  more important having a personal brand is because that's the only thing I have to go
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  on is how do I trust you?
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  Other ways to build trust as you know, help people solve problems, talk about the problems
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  you've helped people solve and have other people talk about how you've helped them solve
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  problems vis-a-vis success stories, testimonials, online reviews, and then promote the problem
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  as much as you do the solution and align yourself with how you, your system, your process, your
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  experience, your team solves that problem and then prove it.
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  Okay.
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  So that's recap number one from the Forward event.
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  Shout out to Neil and Trev for putting that
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  on.
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  Banging event.
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  Link in the show notes if you haven't yet registered for the next year's
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  event in 2025 go check it out appreciate you guys tuning in and we'll see on the next one bye for
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  now