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What to Post on Social Media · 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
Hey, listeners, it is your humble host, Jeff Zinfur, coming at you from Las Vegas,
1:16
baby.
1:17
Las Vegas.
1:18
Hey, if you're coming out here in the summer, let me know, hit me up, DM me on Instagram
1:23
or Facebook, whatever, there's some upcoming events happening in Vegas that I'm going
1:27
to be talking about on the next podcast episode with a special offer for you guys.
1:33
So stay tuned for that.
1:34
Make sure you tune into the next podcast episode.
1:37
And before I forget, you've heard us obviously by now talking about the hybrid loan officer.
1:43
And if you're curious to learn more about becoming a hybrid loan officer, what that potentially
1:47
means for you, meaning how to level up and improve and be more effective and efficient
1:52
with your past client database, capturing and converting real estate agents to referral
1:58
partners, leading with educational content and having a complete platform that allows you
2:04
to have conversations at scale with your past clients with targeted agents.
2:09
I mean, imagine if you could actually target the top agents in town and put them on an automated
2:12
outbound messaging campaign that includes video and SMS messaging and educational content
2:18
live in person or virtual classes.
2:21
And if you could start to attract some consumer direct business, be it from your own content
2:27
that perhaps you're posting out on the socials or by running some paid traffic to Facebook
2:33
or Google perhaps and all that's built within the platform over at Bonzo.
2:38
So if you want to learn more, we're here to help you become a hybrid loan officer.
2:42
Go to hybridllo.com, hybridllo.com.
2:47
And let us know that you heard about it here on the podcast and we can have a conversation.
2:50
You guys can look under the hood at Bonzo and see if it's something for you.
2:56
Okay, so this week, my special episode, I'm really old to bring this gentleman on.
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He is just crushing it on social media.
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Justin Brown is a mortgage professional and very smart guy when it comes to personal finance.
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And why I wanted to bring him on is how often do you struggle with what to post?
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Like what to post and what to say and what should my voice be?
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How do you find your voice?
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And this is what this podcast largely focuses on is number one, getting clear on who you're
3:27
talking to, who's your target audience and identifying what they want to hear most.
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And then number two, finding your voice and having the courage as well to put your voice
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out there.
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And you hear the story from Justin Brown, also known as JB.
3:45
You can check him out on the Instes.
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He's got 30,000 followers on Instagram and it's loans by JB on Instagram, loans by JB.
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And the guy's doing videos and stuff.
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He's leveling up his YouTube channel as well.
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So we'll put all those links in the show notes for you to check him out.
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But I'll mind the guy is just, you know, really stepping up with his content and his business
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is proof and evidence of that that he's getting business directly now from his social posts
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and content and people engaging with him.
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So I hope you find this a very insightful, encouraging conversation that you leave the
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session, this podcast session with some ideas.
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But more importantly, the courage and the kick in the ass to implement.
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That's what we're talking about here.
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Don't just passively listen, right?
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Implement because knowledge only becomes power when it's applied.
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So without further ado, let's get into this week's show.
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Justin, welcome to the show.
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Thanks for having me.
4:46
Appreciate you making time.
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No, you're super busy.
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All right.
4:49
So this is really cool.
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I love the way we're doing this in interview because I know like virtually nothing about
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you.
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Other than Bill Hart, shout out to Bill if you're listening, but Bill Hart made a couple
5:00
comments on what you're doing online, social media, personal branding wise, which led
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me to want to grab you real quickly.
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So I appreciate you willing to be put yourself out there, be a victim, as they say.
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So let me, let me start here.
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How long have you been in the business?
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About 20 years, a little bit over maybe.
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All right.
5:19
So definitely a whale season veteran, average units or volume, you know, 2020 obviously a little
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bit of an anomaly, but what did you do last year?
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I think it was like three, 50, something units, 350 units, yeah, like almost 150 million
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or something.
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But the year before, the year before, I think it was closer to 220 units and about almost
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a hundred million right around a hundred million.
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Okay.
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So what is, what is your number one source of business?
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Database.
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It's, it's always been database primarily past clients, stuff like that, but that's starting
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to shift a little.
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Okay.
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And where do realtors rank in your order of sources?
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They were about 50 percent, but as I've grown my database and dove more into database
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marketing and nurturing, I've built that up and the realtor business is super competitive
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in my market.
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And if you're not constantly in front of them, somebody else is, and there's not a lot
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of loyalty.
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So that business is probably around 20 to 30 percent right now.
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It used to be 60, 70 when I was going hard.
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Yeah.
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And where are you in the country?
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I've been to the California, like Orange County or LA, what?
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Right.
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I'm in LA County, but like right, right next to Orange County.
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Well, clear.
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Okay.
6:38
Okay.
6:39
Yeah, yeah.
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Got it.
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Yeah.
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I used to live in Michigan.
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Awesome.
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I lived in St.
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All right.
6:47
Okay.
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So when you say database, that could mean a lot of things.
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Yeah.
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Are you talking about specifically just past clients?
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Past clients and past client referrals are a big chunk of it.
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So how do you stay so actively engaged with them?
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Are you using any tools or platforms?
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Yeah.
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Yeah.
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So I use jungle.
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I use some text messaging softwares in there.
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I use a third party company to do mailers.
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I do videos every week.
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So I do quite a bit.
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So past clients, they're getting a closing call from me.
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They're getting a closing gift.
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They're getting a 30-day check-in.
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They're getting a six-month check-in.
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They're getting annual reviews.
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They're getting mail every month.
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They're getting a video every week.
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I'm trying to do some more financial, personal finance type
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classes for free for my database twice a year.
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I used to do client appreciation events once or twice a year.
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I'm sending them stuff on their home anniversary.
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They're getting texts on their birthday.
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Pretty engaged with them.
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So that's a lot of stuff.
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How many in the database, roughly?
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So as far as past clients go, about slow bit over 1,700.
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And then as far as just like all leads, past clients,
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everything, not counting realtors and business professionals
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probably about 60, 600.
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But I'm not mailing to all 6,600,
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but all 6,600 are getting the weekly videos.
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They are hearing about the events,
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my exclusive client-only events, things like that.
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So client-only events, financial classes,
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was an example, right?
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Yeah, so personal finance, budgeting.
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Are you teaching those or do you bring in guests?
8:34
No, I'm doing it.
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So I've been a student of personal finance my own.
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For years now, just really trying to get a grasp on it.
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Because I realized you could earn great money,
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but still not build wealth if you're not good with it.
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And then at the same time, you kind of hire people
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and just pass it on to them, delegate it
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to financial advisors, CPAs.
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And then what I learned along the way also
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is they kind of just give you the cookie cutter stuff.
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As I was reading books and learning
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and talking to wealthy people, and they'd give me ideas
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and concepts, and I'd bring it back to the financial advisors
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or CPAs, they're like, oh, yeah, we could do that.
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Oh, yeah, there's, you know,
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and it's like, why didn't you tell me about this?
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Thank you for like three years, you know?
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Right, right.
9:15
That's interesting.
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So you're inviting these people to now,
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I guess these financial classes are virtual, right?
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Have they always been or were they in person before COVID?
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No, so they were, this is new, the virtual stuff.
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Before COVID, it was just client-appreciation events.
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Okay, right.
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So like happy hours or someplace, some function.
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Either at my home doing a barbecue,
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or at a brewery, breweries are always easy and fun,
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because they bring kids and pets and those games and stuff.
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Are you bringing those back as, you know, things open up?
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I want to, I want to at least get back to one a year.
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I just want to get out or at least do something at my house.
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Back to the video for a second.
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Is that you personally on video?
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Yeah.
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Is that by using bomb bomb or something or?
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Oh, for the weekly videos, I'm using bomb bomb.
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Yeah, using bomb bomb.
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And what, and that's like, how are you recording those?
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Are you doing those just like, boom,
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one a week time to record and send?
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Do you batch filming?
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What batch?
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I like to do them in batch.
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I use Fiverr to get them edited.
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So what I'll do is I'll figure out whatever topic
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I'm going to do, and then I'll bullet point it from intro,
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topic one, topic two, topic three, outro,
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and I'll kind of bullet point the idea,
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and then hit record on my cell phone and do intro.
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Maybe do it three different times until one feels right?
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Stop, and then, okay, topic one.
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So I'll chop it up.
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That way, if I mess up, I don't have to start the whole thing
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over, and then once I have the five, six clips
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that are what I want, I'll just forward those over
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to somebody on Fiverr, and they put the captions,
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the animations, the intro, the outro,
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and they stitch it together nice for me.
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And then I will usually put that on YouTube,
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listening to one of your episodes,
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and I think got me interested in trying YouTube this year.
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And so I started working on that.
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So what I was doing was just sending that straight
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through bomb bomb.
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But now what I'm doing is bomb bomb
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will actually link it to your YouTube page.
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So when I launch a video on YouTube,
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I'll also bomb bomb it out once a week,
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and that gets my database,
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at least click on my videos on YouTube
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and drive traffic there, which is cool.
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Ah, interesting.
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So in the bomb, the animated GIF and bomb bomb,
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if they click on it, you can choose to drive them
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to your YouTube page.
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It'll go straight to the YouTube page.
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It pulls in the thumbnail that you have on YouTube,
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and it looks like it's right there,
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but it takes them straight to your page.
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Well, that's cool.
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That makes it easy to drive up views.
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Yeah, yeah, I'm seeing like,
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looks like most of your stuff is in the last,
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you know, a year or less in terms of videos.
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Oh, yeah, I just started, you know,
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I just listened to one of your podcasts
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at the beginning of the year,
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with that gallon Northern California
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from Guaranteed Ray, who just did a decent.
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So after hearing that, I'm like,
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okay, that's my goal this year is to grow my YouTube,
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and then that turned into TikTok and Instagram.
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And I had, that gave me success in other places
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that never would have started
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if I didn't just start trying to do something.
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Have you had any, any consumers reach out to you yet
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from YouTube, for example?
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No, I have not, I only have like 300 something subscribers
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on there.
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I've had questions.
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I've had people ask me for like general questions,
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but no actual leads that have converted from it.
12:28
Yeah, I just curious, you know,
12:30
not expecting that you would be,
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but sometimes, you know, people are like,
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yeah, man, I just randomly got one.
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As you well know, YouTube's a long game, you know?
12:37
Yeah, yeah.
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Gotta post that content.
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All right, so you mentioned a couple other things as well,
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Instagram and TikTok,
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and actually what put me, let's tackle this first
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is to talk TikTok, man,
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because that's what captured my attention.
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Tell me about TikTok, when did you get started there?
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So I was talking to somebody about trying to grow my YouTube
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and I don't know how the topic came up.
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It was a realtor, actually.
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And he's like, you gotta get on TikTok, man.
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Later, you know, I don't, you know?
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You know what I mean?
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You don't dance, right?
13:06
Yeah.
13:07
All right, whatever.
13:08
I don't, you know, I don't think I'm gonna be able
13:09
to pre-qualify a bunch of 12 year olds.
13:11
Right.
13:12
And so I kind of dismissed it.
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And then I started, like he's like,
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we'll just go on there and check out other people doing it.
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And I started looking and then I found that that's one guy,
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the mortgage guy forgot.
13:23
He does funny ones and he just calculates on there.
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So then I started searching him and found like a YouTube interview
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from him where he talked about how it was just a long game
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and he got into it and he's just, you know,
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he posted recently, he did like 10 million volume
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in one month from TikTok and I was like, holy crap.
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Okay, I'll give it a shot.
13:43
So I started, you know, trying to figure out what to talk about.
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And that was one of my biggest lessons as I've been on this journey
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of trying to grow my social media and YouTube.
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It is getting clear on a target audience,
13:57
getting clear on what they want.
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And honestly, as I was trying to figure that out,
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I was working with a coach on social media and marketing
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and he's like, you gotta get clear
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on exactly who you're talking to.
14:09
The viewer or whoever's consuming it has to feel like
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they're in front of you and you're talking to them.
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And like, wow, he's exactly, he's saying what I want.
14:16
Well, it's hard to do that with mortgages.
14:18
We always talk about all the mortgage market updated rates today
14:21
and PMI, you should know.
14:23
And honestly, people don't watch that stuff.
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It's just, there's so much out there of everybody's doing it
14:28
and how much, who's actually grown something from it, right?
14:31
So I was like, you know what, I have a ton of out-of-state rentals
14:35
that I've never seen.
14:36
I've grown good six-figure income from passive income
14:40
and rentals and I'm still going hard on that
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and growing that.
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I've been a big student of personal finance.
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I love that stuff.
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I do it all my own, managing my own money.
14:49
And I have a corporation with the 401k and pension
14:52
and I'm managing all that.
14:53
And it's not hard.
14:54
And so I was like, I'm going to mix some of that in.
14:57
Some of the personal finance and buying rentals at a state,
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how all that works.
15:02
And just really start dropping general knowledge
15:04
to grab people that are starting their financial journey.
15:07
A lot of people start making six figures,
15:09
start making money, start having a family.
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And they don't know what to do next.
15:13
Should I buy a home?
15:14
Should I first max out my 401k and my raw?
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I hear about buying rental properties,
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but I don't want to be a landlord.
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I think hear all these things, but they don't know where to start.
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They don't know where to go.
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So I figured I'm going to start trying
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to tackle that audience and giving them a good idea
15:29
of here's your options.
15:30
Here's what you can do and it's not that hard.
15:33
And it just been like wildfire.
15:36
I put out a video on TikTok about a custodial Roth
15:40
and that thing went to like a couple million views.
15:43
And I think it went to over a million views
15:46
the first couple weeks.
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And then it's now up to like three million on TikTok.
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I got like 55,000 followers on there.
15:53
And then it rolled over to Instagram.
15:55
I put it on Instagram, the same content.
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I just repurpose it.
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And that's the cool thing is you repurpose
15:59
so much of this content.
16:00
So you don't only need to do it once, you know?
16:03
And then my Instagram just took off from like 2000 followers
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to I think now 27,000 followers in less than two months.
16:11
Really?
16:12
Yeah.
16:13
And I am getting leads from TikTok and Instagram now.
16:17
Yeah, so let's deal with the myth
16:20
because I got to be fully honest as well.
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And I think a lot of people have gone through this process
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of TikTok and evaluating it.
16:27
Similar to like when club house hit hard and all that.
16:30
And you know, now we're seeing the spike back down.
16:32
Yeah.
16:33
But however TikTok, you know, is still maintaining,
16:36
I think capturing attention.
16:37
But you know, I think that was the perception early on.
16:40
Well, well, first of all, it got a lot of attention,
16:41
a lot of hype and everybody, you know,
16:43
I've never been one to like go all in on a platform
16:46
and there's a lot of hype because, you know what I mean?
16:48
We can only be great in so many places.
16:50
Oh, yeah.
16:52
So then like, did you have to make that shift too
16:55
where you were just like, you know, I mean,
16:56
how did you go?
16:57
Because the perception is, and I've got the data on this
16:59
on, you know, that still the majority of people
17:01
are like under 25 and all that.
17:03
So how does that parlay to loans for you?
17:06
Is that because the kids are going,
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hey, mom, dad, you should check this dude out?
17:09
No, because there's adults on it.
17:11
There's adults on it and the adults that do consume
17:15
on TikTok and Instagram because some of the feedback
17:17
I've gotten is, I'm never on this.
17:19
I don't normally use this, but I saw your video
17:22
and this is, and this is the stuff I go on this platform for
17:26
because you have 30 seconds to a minute
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to deliver some sort of value or some sort of knowledge
17:33
and that's what's been good about it is it's forced me
17:36
to figure out what the hell I'm gonna say quickly
17:38
and figure out how to get to the point quickly,
17:40
which is, it's good training, you know,
17:42
when you're running out of time and I crap,
17:44
I gotta redo it because I didn't get to what I wanted to say.
17:47
Let me try again, let me try again.
17:49
And it forces you to really,
17:50
and that's people's attention spans, you know?
17:52
So I think, yeah, I definitely have a ton of 11
17:56
tenors probably on there that just one of the videos
17:58
caught attention and whatever.
18:00
But, and that's something somebody else told me is,
18:03
look, I'd rather have a thousand followers
18:06
of people that are gonna do business
18:07
versus 50,000 followers of people that aren't gonna do business
18:10
and are gonna waste my time.
18:12
So the main thing that somebody was talking to me about
18:15
is don't worry about followers,
18:16
don't worry about the growth,
18:18
just worry about staying consistent with your content
18:21
and your content pillars of who you're after
18:24
and what message you're trying to deliver.
18:26
So if it's, you know, that whole broker's
18:28
our better movement, then deliver that weekly.
18:31
Talk about examples, case studies, scenarios
18:33
on why brokers are better.
18:35
If it's, you know, whatever, I close in 21 days,
18:38
why is that important?
18:39
What happens if you don't close in 21 days?
18:41
What does that do for you?
18:41
So whatever, whatever it is, stick to it and say it
18:45
and I read a book five moves ahead
18:48
and it was talking about guys like Jim Kramer.
18:51
People, and Dave Ramsey, people either hate him
18:53
or love him because they just say what they believe,
18:55
whether they're right or wrong, they don't care about it.
18:57
They just stick to their belief.
18:58
So same thing, that kind of opened me up to like,
19:01
you know what?
19:02
Because I was afraid of putting personal finance stuff out
19:03
because I'm not a financial advisor.
19:05
What if I am wrong?
19:06
What if this works for me,
19:07
but other people don't believe it or like it
19:08
and they pick me apart, right?
19:10
I'm not all knowing.
19:11
I still maybe don't know a lot.
19:13
And I, but I just figure screw it.
19:15
You know what, if like I read that book
19:17
and he's like, hey, these people just do it, it works.
19:19
That's how you grow following is by being strong,
19:22
you know, having strong beliefs and sticking to them.
19:24
Yeah, so I just went for it.
19:25
And yeah, a bunch of people pick me apart
19:27
and, you know, I have some trolls and stuff like that,
19:29
but oh, well, it's fun.
19:31
That's how you know you're doing something
19:33
when you get the trolls and the haters, you know?
19:35
Yeah, I'm getting fake accounts now, stuff like that.
19:38
I know, you mentioned a book, five moves ahead.
19:41
I wrote that down, I'm gonna check that out.
19:43
Also, when you said haters, it made me think of a book,
19:46
it's called Hug Your Haters by Jay Bayer.
19:49
I don't know, but that's also a good one too,
19:51
because it's all about embracing that.
19:53
And it's like, dude, where's your thing?
19:54
Where's your video?
19:55
Where's your, you know what I mean?
19:56
Really is to just stand here and point fingers.
19:59
You also said something earlier that I don't wanna overlook.
20:03
You know, you got really clear on people
20:04
who use that word avatar,
20:05
but you got really clear on who you're speaking to
20:07
in this camera, and you've had a social media coach
20:10
so you can relate to this is,
20:12
you're not speaking to a camera,
20:13
there's a human being on the other end of that.
20:15
And that's, I think what's,
20:16
any of us who does this gets to that place emotionally
20:20
so that your delivery's different
20:22
because you realize it's a person, you know?
20:24
Yeah, and one of the exercises they have me do
20:26
is just pretend your buddies in front of you,
20:28
like one of your best friends that you can totally be yourself
20:30
with how would you talk to them?
20:32
How would you deliver it with them?
20:34
So, you're being yourself.
20:35
Yeah, yeah, just, you know, don't try to be too polished,
20:38
don't try to, you know, you wanna deliver the message clearly,
20:41
but at the end of the day,
20:42
you wanna make sure your tonality, your enthusiasm,
20:45
whatever you're trying to say is like you're talking to a buddy.
20:48
And another thing too on that,
20:49
and then we'll go back to TikTok for a second,
20:51
but the other thing that you do or did,
20:55
and which stands out to me is, you did,
20:57
you did kinda, you know, maybe hesitate a little bit
21:01
in terms of posting content about financial literacy,
21:04
financial planning, that kinda stuff.
21:06
And I can understand the hesitation
21:07
because you're like, oh, I'm not a fan,
21:09
and when you said Dave Ramsey, I thought of that.
21:11
I'm like, I'm like thinking,
21:12
how many LOs who have a similar level of education
21:16
as you do financially say to, well,
21:19
I mean, Dave Ramsey's out there, you know what I mean?
21:21
Yeah, you didn't let that stop you.
21:23
Yeah, no, and that could even be a thing.
21:26
You could be like the anti-Dave Ramsey guy,
21:28
and a lot of people will follow that.
21:29
They will love that, because he has the people
21:32
that love him or hate him, you know?
21:33
So, I just stopped caring and just figured
21:36
I'm gonna give it a shot,
21:37
and it took off so quickly that now I'm running with it.
21:40
But, so there's a key point right there though.
21:43
You stopped, two things are coming up from me on that.
21:45
Number one, you stopped caring, but actually before that,
21:48
if I'm correct, you wanted to put out
21:50
this financial information because you were passionate about it.
21:53
Yeah, exactly.
21:54
That was the first thing, was this is something
21:57
that I'm passionate about, that I like that I think
21:59
would grab a money-parked audience,
22:01
but the hesitation was caring about what people would think.
22:04
If I really, you know, hate this works for me, whatever,
22:06
you know, but then stop caring.
22:09
I still cared, but figured, oh well, I'm gonna go for it.
22:13
Well, we all have a bit of that impostor syndrome
22:14
a little bit, right?
22:15
Like, who am I to put this out there, right?
22:18
Again, our own head.
22:19
And a quick thing though, is I get a ton
22:23
of financial advice questions now that don't turn into business.
22:26
So you have to be careful with that,
22:28
where I am gonna leverage that in other ways,
22:31
and by making other content, and I believe me,
22:35
I'm gonna leverage it and turn it into some other things
22:37
that I'll launch soon.
22:38
But if you're busy already, be careful with, you know,
22:42
what you're gonna open yourself up to,
22:43
a good friend of mine, Brian Decker,
22:45
who he has a lot of crypto and Bitcoin stuff,
22:49
and he's created a following of being like that Bitcoin guy,
22:52
that crypto guy, and he was the same thing,
22:54
he gets bombarded with stuff that's not business,
22:56
it's about crypto, Bitcoin, you know, questions on that.
22:59
But so just be careful with how far out of your,
23:03
what you want you go, and I would try to just fine tune it
23:06
to where that target audience and what you're gonna attract
23:10
is gonna turn into money for you.
23:12
We don't have enough time in the day to, you know,
23:14
answer all these questions of people
23:15
that aren't gonna work with us.
23:17
Yeah, are you posting your own content?
23:21
I am, so I do have a graphic designer
23:23
that helps me with my actual post,
23:25
but I give him, you know, what I wanted to say,
23:28
what I wanted to look like,
23:29
and then he'll send me samples and I'll give him, you know,
23:31
tweak it, and that's what I found too,
23:33
is I have hired marketing people, marketing companies,
23:37
in-house, outsourced, everything for years,
23:41
and I've never had as much success as when I finally
23:44
just figured out how to do it myself.
23:46
Same thing with the post.
23:47
I had another company just doing it all for me,
23:49
and I feel like it's going better with me
23:51
just coming up with the content myself.
23:55
So then how much time do you spend
23:57
average per day per week on creating and posting content?
24:02
I, I time block about four hours every Friday
24:04
to put it all together, and then there's probably
24:07
30 minutes to an hour of the rest of the week a day
24:11
of either posting it, engaging, you know,
24:14
just kind of still getting sucked into it a little bit,
24:16
but I batch it on Fridays,
24:19
it might run five hours, four hours,
24:22
and then from there everything's pretty much ready
24:24
to go for the rest of the week,
24:27
and then throughout the week maybe 30 minutes
24:29
to an hour a day of, you know, responding to DMs,
24:33
posting, actually posting the content,
24:35
hashtagging and all that stuff.
24:37
Yeah, I was going to ask you, are you using a scheduler,
24:38
are you just posting individually?
24:40
Just posting individually.
24:41
I tried to do them in the mornings,
24:43
sometimes it's a little later or whatever,
24:45
but I just do it myself.
24:46
Okay.
24:47
I heard schedulers Instagram knows when you're doing that,
24:51
and it just doesn't push it as much.
24:53
I don't know.
24:54
Yeah, I have a whole separate episode.
24:56
I've been meaning to do you on that.
25:00
Okay, so back to TikTok for a second.
25:07
You just record TikTok from your mobile phone
25:09
and then post it.
25:11
Correct.
25:13
Edit it, everything from my phone.
25:14
It's so easy, their platform is so easy to use in this.
25:17
I know it's going to ask you, the repurposing
25:20
because I was on your Instagram feed.
25:21
Are you just, you know, how some people just take
25:23
that same video and just put it on Instagram
25:25
and it, you know, is cut off?
25:27
Yeah, yeah.
25:28
So advice on that.
25:30
So it's not cut off because you post it on your Reels.
25:34
So with Reels, you only have 30 seconds with TikTok,
25:38
you have up to a minute.
25:39
So if you look at my TikTok videos,
25:41
they're actually all 30 seconds for a reason,
25:43
that way I could use them on Instagram Reels as well.
25:47
So that's my solution to that.
25:49
But you know, they have the TikTok logo.
25:51
Is that gone now?
25:53
I have an app I use, it's called Talk.
25:56
Let me see.
25:58
I have an app that removes that save talk.
26:01
So S-A-V-E-T-O-K save talk,
26:04
you download that app, I think it's free
26:06
and then it'll remove the watermark logo for you.
26:08
And I just pop it in there and it removes it really quick.
26:11
Yeah, because I've seen some people
26:13
when they're doing that, the video quality
26:15
is kind of degradated a little bit.
26:17
And your videos look really good.
26:19
Yeah, the only issue I have with that is sometimes
26:21
when I'm doing like the lip syncing
26:23
or like trying to do that type of video,
26:25
it throws it off a little.
26:27
But then I do have a video editing app on my phone
26:30
where I can kind of tweak the sound in the video
26:33
and line it up.
26:34
So there's an extra step if the sound doesn't match the audio
26:40
or my lips don't match the audio.
26:41
But that's only on like lip syncing one type.
26:44
I don't do a lot of those.
26:46
I do zero dance ones for a reason.
26:48
And I try to do a funny one once a week, once every two weeks
26:53
because it's just, they're fun
26:54
and different type of engagement.
26:57
But then I try to make sure the rest
26:58
are definitely delivering value.
27:01
All right, so in terms of choices of platforms
27:03
and stuff like that, you're on TikTok,
27:06
you're repurposing somewhat easily to YouTube,
27:10
you're on Instagram, anywhere else.
27:14
So I have every video I do on TikTok goes on Instagram,
27:19
it goes on Pinterest, and it goes on Twitter,
27:22
not that I've had much traction on Twitter.
27:24
I am growing a following on Pinterest,
27:26
but and sometimes Pinterest will drive traffic
27:28
back to your Instagram.
27:30
And then I'm using some of the TikTok videos
27:33
for YouTube shorts.
27:36
Yeah, so you post it like a regular YouTube video,
27:39
but you hashtag it short, you do hashtag shorts
27:41
in the title and in the description.
27:42
And then YouTube supposedly picks that up a little bit.
27:45
But with YouTube, it's all about watch time.
27:47
And if you have a 30 second video,
27:48
it doesn't really help your watch time.
27:50
Right.
27:51
So I am repurposing them in multiple places.
27:54
But then as I do a bunch of batch TikToks,
27:58
a week later when I see how they perform or whatnot,
28:01
I could then cherry pick the ones
28:02
that I'm gonna elaborate on in a longer like YouTube style video.
28:07
So I'll do one or two YouTube videos a week,
28:10
based on a couple of weeks back, TikToks,
28:13
that, okay, this one hit.
28:15
So I'll just talk more about that over the course
28:17
of four to five minutes in a more formal fashion, you know.
28:22
Are you doing anything with IGTV?
28:25
No, but I'm gonna start.
28:27
So I'm gonna start utilizing the rest of the platforms
28:30
because if you look, it's just reels and posts
28:32
that I'm doing, but I'm gonna start taking
28:34
some of those YouTube's and then putting them on IGTV.
28:36
Got it.
28:37
All right, so here's a crazy question.
28:39
If you could only use one social platform, what would it be?
28:45
I think Instagram.
28:46
Really?
28:47
Yeah, I just, I like it.
28:47
I feel like it's more of my target audience.
28:50
I feel like TikTok, I have double the amount of followers
28:53
on TikTok, but I feel like not as many of them are actually
28:55
people that are gonna do business.
28:58
Instagram, I just get the most engagement.
29:00
I'm getting leads from it.
29:01
And you buy YouTube still in its infancy.
29:04
So hopefully by the end of the year,
29:05
I gotta get YouTube following, but we'll see.
29:07
Well, and that's part of the challenge with a lot of people,
29:09
is they'll hear someone like you or somebody else come on
29:12
and it's just like, you know, I'm doing Insta's,
29:14
I'm doing the TikTok, you know, and the sense is,
29:17
oh my God, this guy's everywhere.
29:19
And so, I mean, what would you say to people?
29:23
Because as you know, most people aren't you where you're at.
29:25
They're still like struggling or figuring out,
29:27
well, where do I go?
29:28
What do I say?
29:29
You know what I mean?
29:30
Any advice you would give to them in terms of just getting started?
29:33
Um, I would just find where you're come,
29:36
like first find your voice, find who you want to talk to.
29:39
What you want.
29:40
And that takes some time.
29:41
Yeah, that's the most important part.
29:42
Because if you're not clear on what you want to say
29:43
and you're just kind of saying things monotone
29:46
or you just don't really know, you know, the deliveries off,
29:49
the topics off, it doesn't like segment quick enough,
29:52
you're not gonna have traction anywhere.
29:54
So I think it's really, and a lot of loan officers
29:57
are super busy and super multitasking.
30:00
Right.
30:01
You like have it on your schedule.
30:02
I gotta do a video and then you rush and do it.
30:04
It's just not gonna be good quality.
30:06
I think the biggest thing that's helped me get to this place
30:09
is honestly teams and systems.
30:12
Building my team, creating systems that freed me up
30:14
and gave me the time, like spend four or five hours
30:17
on a Friday doing this, like spend an hour a day
30:19
and actually get in the creative zone
30:21
versus having a bunch of fires burning around me.
30:23
And I'm trying to just knock out the video really quick
30:25
and it's just not gonna be as good.
30:26
Yep.
30:27
That's the biggest piece of advice
30:29
to build your teams and your systems
30:31
to where you have the time to learn marketing.
30:33
Cause if you get good at marketing and at videos,
30:36
you could excel at anything.
30:38
That's the one lesson I learned not too long ago
30:41
that got me hooked on, okay, I wanna be
30:43
from a master marketer.
30:44
I wanna become a master salesman
30:46
because if I could do that,
30:48
I could drive in traffic from anywhere.
30:50
All right, well, let's then talk for a minute
30:52
about your team structure.
30:54
What does that look like?
30:55
Who do you have on your team?
30:56
I have a junior L.O. who's licensed,
30:58
who all the incoming leads go to him.
31:02
And then he kinda puts the numbers together,
31:05
responds, collects the docs.
31:06
And then I have another L.O.A. who's not licensed
31:09
but like nails with guidelines and just knows his stuff.
31:14
And my friend and junior sends him the docs,
31:17
he scrubs it, he comes back with a needs list.
31:19
He never talks to the clients, the clients don't even know
31:21
he exists, he's just there to keep my junior on the phones,
31:25
keep him selling, keep him talking.
31:27
And he knows enough, but he doesn't have to dive in
31:29
because we got our guy to dive in for him.
31:31
So he collects it, puts it together.
31:34
Our scrubber, I guess, my L.O.A. will do the pre-approval
31:37
and give him all the bullet points.
31:38
Here's all the credit notes, here's all the income notes,
31:39
here's all the asset notes.
31:40
Ask about this, here's the max.
31:42
Here's the max conventional max FHA.
31:44
Here's some concerns I have.
31:46
So then it's back to the junior to clean all that up.
31:49
We get them out shopping when they're shopping.
31:50
They have questions, the junior's there.
31:52
When they open escrow, my scrubber will then clean it up,
31:56
update the needs list, kick out the closures, do all that.
31:59
And then it goes to our L.O.A. who's contracted clothes.
32:03
Our L.O.A. is a direct submit, but she's not the processor.
32:06
We also have corporate processors we use.
32:09
So it's really that team of three plus me.
32:13
I do have an office manager who runs,
32:16
I run a couple branches.
32:18
So my office manager does run one of the branches
32:21
as far as like admin duties.
32:22
And then she also manages my emails, helps kind of make sure
32:26
the leads go into CRM, manages some of the marketing and all.
32:30
But I feel like for the volume I'm doing
32:33
and the time that gives me to work on the business
32:35
and not in the business, we're pretty efficient.
32:37
And it's a pretty good model.
32:39
Those are the core for like six years.
32:41
And I tried so many different models from all the coaches
32:43
and all the things I learned.
32:45
And you kind of just have to figure out what works for you,
32:47
but this model has been great for me.
32:49
Yeah, so when do you engage with the clients?
32:53
I always call them all out closing regardless,
32:55
but there's a lot of clients I don't talk to at all
32:57
until closing.
32:58
So yeah, so at the end, I call, have the team do.
33:02
Hey, thank you so much for working with us again
33:05
or thank you so much for allowing us to help.
33:08
How did they do?
33:09
I see you worked with Yuri and Christina.
33:11
They take you care of you and you feedback on that.
33:13
Oh, they were great.
33:15
Oh, well, yeah, they sent me disclosures
33:17
from the escrow company and then the escrow
33:18
and it was a little confusing.
33:19
You know what, that's a great point.
33:20
I'll make sure we clarify that better next time.
33:22
But other than that, you guys, oh, thank you so much.
33:24
And then I want to confirm your first payment.
33:27
Okay, just so you know, I'm going to do some events.
33:29
You're going to get mail from me.
33:31
You're going to get junk mail.
33:33
I'm going to check in with you and do an annual review.
33:36
I go and I elaborate a little more,
33:37
but this is like the topics.
33:38
So I prep them or, hey, we're here for you.
33:40
We're a resource for you.
33:42
And I want to continue delivering value and being there,
33:45
but always feel free to reach out to us.
33:47
Oh, well, thank you so much.
33:48
So you're not taking any loan apps?
33:51
I haven't taken an app.
33:53
I don't remember the last time.
33:55
And I've probably run DU four times this year.
34:00
So a lot of people are hearing that going, what the fuck?
34:02
Yeah.
34:05
How does he do it?
34:07
How does he get there?
34:09
Wasn't always like that, right?
34:10
No, it was, it was, you know,
34:12
working from 5 a.m. until 1 a.m.
34:16
and gaining weight.
34:17
And you figure out there's got to be a better way.
34:22
And then you realize, hey, here's the first thing
34:23
and they do hire somebody.
34:25
Yeah, help me.
34:27
Yeah, for sure.
34:29
No, I'm just like, I'm really pausing there for a second
34:31
because I'm thinking through that conceptually.
34:33
Most of the people I've talked to with that model before,
34:36
most of them are at least interfacing with the customer
34:39
early on up front, but then never again,
34:41
except maybe I'm closing, where yours is kind of flipped.
34:44
It's just like, no, I don't even talk to them
34:45
until closing.
34:47
And I'll cherry pick some.
34:48
You know, sometimes I'll get a couple like past clients
34:51
that I just, you know, I really like.
34:52
And I'll jump on it, especially if I have time.
34:54
If it's a busy day, then I'm passing it on to the team.
34:57
But if it's not a busy day,
34:58
so busy day, we'll explain that though, right?
35:00
Because, I mean, you're not taking 10 or 3s.
35:02
What are you doing?
35:03
Are you structuring loans?
35:03
Sounds like your junior is.
35:05
No, I might be working on content, working on systems.
35:09
You know, doing, I run a couple branches.
35:12
We have branch meetings.
35:13
OK, yeah.
35:14
I do a team meeting every morning.
35:15
Management stuff.
35:16
Yeah, so between that, you know,
35:19
working on building different things out for a CRM,
35:22
it's mainly working on the business
35:24
and trying to figure out how do I get more leads in the door.
35:28
You know, how do we convert better?
35:29
How do I help my team's bandwidth
35:31
without hiring more people, but with technology, you know?
35:34
Yeah, you've referenced that twice now.
35:35
Sounds like if you read the E-Mith.
35:37
No, I have it, but I've ripped plenty, like traction.
35:40
I've ripped plenty of books that are similar to it, you know?
35:43
Right, right, right.
35:44
Yeah, I got traction sitting over here.
35:45
I haven't read it yet.
35:46
It's an amazing book.
35:47
Really?
35:48
OK.
35:49
No, but it just makes me think conceptually
35:51
is what most LOs are, are tacticians, right?
35:55
They're good at performing and doing the loans,
35:57
but that is to your point, prevents you
35:59
from working on the business, because you're too busy working
36:02
in it and you can never grow it.
36:03
But the funny thing is, I've been in this business
36:05
for 20 years, but the first 10 years, I was a processor.
36:09
So when I started originating, I would never let anybody
36:12
process my loans, because nobody's going to do this.
36:14
Don't touch my disclosures.
36:15
I hired a processor, and it took me two years
36:17
to let her even do my disclosures.
36:19
Really?
36:20
Don't touch it.
36:21
You're going to mess up my GFB.
36:22
Don't talk to my client, you know?
36:23
And that's just not a lie.
36:27
That's not sustainable.
36:27
You burn out.
36:28
Wow.
36:29
Wow.
36:31
All right, so before we wrap up here,
36:33
I just want to kind of come full circle.
36:35
I had your Instagram open, but you're
36:37
getting now kind of like a flow of inbound,
36:41
or let's call them inquiries from social media, right?
36:44
Hey, saw your videos.
36:45
I've been watching you for three months.
36:47
I got some questions, right?
36:48
And those leads go over to your junior.
36:50
Yeah, well, I'm, I'm, I'm handholding those more.
36:53
Because they're like my baby right now.
36:54
So I am like, I am getting something to DM sometimes
36:57
and answering questions, and I am taking
36:59
some of those peer approval appointments,
37:01
because the message they're coming to me for
37:03
is the personal finance.
37:05
I need to train my team to have that same personal finance,
37:08
you know, knowledge and message.
37:09
And I am every day in our team meeting,
37:11
whenever I put out one of these videos on Instagram
37:13
during that team meeting that day,
37:15
I'm training them on exactly the topic
37:17
and going in the details so they understand it.
37:19
That way, when I do eventually have them
37:21
pick over those leads, when they, when they have leads
37:23
that also want help with personal finance,
37:25
or, you know, going, going over index funds,
37:27
or going over Roths and 401Ks,
37:29
that my team has that knowledge
37:30
and also discuss that with them, you know?
37:33
Yeah, I just checked out your website.
37:35
Are you using any other tools like Homebot, for example?
37:37
I use Homebot.
37:38
My website's through Leapops.
37:40
That's what I'm saying.
37:41
My website links things with my jungle.
37:44
I use the triple dot for texting automation.
37:46
So if you go on my website and fill out a refi
37:49
or a purchasing free, you know, thing,
37:51
you're automatically getting a text message.
37:53
It's going to follow up with you forever
37:55
until you tell us to stop or until you raise your hand
37:57
and say I'm ready.
37:59
You're going to get put in our system.
38:01
You're going to start getting bomb bombs
38:02
from being, you're going to be,
38:04
and all from you just going to my website.
38:06
So that's all the stuff I work on,
38:07
but I'm not working on loans.
38:09
Yeah, it looks like you have a blog as well with articles.
38:12
I don't know, I didn't know that.
38:14
Oh, hold on.
38:16
I think they're pulling,
38:17
they might be pulling stuff from YouTube.
38:18
They're supposed to be.
38:19
Yeah, that's what it looks like it is.
38:21
It's your corporate site's doing that.
38:23
All right, let me go back real quick.
38:24
There's one other thing.
38:25
Your Google reviews are very prominent.
38:27
I love that on your homepage of your website.
38:30
I'm trying to go back here.
38:32
Yeah, I got a big, I got business,
38:33
I get business from Yelp and Google from those reviews.
38:36
I still focus on that,
38:38
but that was something I focused on a while back early on.
38:41
How do you get those,
38:42
how do you get people to leave your reviews?
38:44
I ask for it,
38:45
and then we send text reminders.
38:47
So at closing, we ask for it, right?
38:50
And it's like, I have to call.
38:51
I kind of guilt them into it.
38:52
Like, hey, I'm still trying to grow my business.
38:54
I'm a person, I'm a human.
38:56
If you don't mind supporting us,
38:58
oh, yeah, I don't mind.
38:59
I'm very, I appreciate that so much.
39:01
And then they get the text automated follow-ups from me.
39:04
Like, hey, just I know you're busy, if you don't mind.
39:07
Yeah, and I'll link over to your Google, my business page.
39:09
Yeah, yeah.
39:11
Are you doing any Zillow reviews?
39:14
I was, we don't really push to it anymore.
39:16
I have a good chunk on there, like 200 or something,
39:18
but that's just because of Zillow being who they are now and all that.
39:21
I actually was just trying to not put all my eggs in one basket,
39:24
so I was putting reviews between Google Yelp and Zillow years ago
39:27
to see how it went.
39:28
And I just, I get zero leads from the Zillow reviews.
39:32
So I just now just, I don't want to,
39:34
instead of asking you to review me in three different spots,
39:36
now I'm only asking you to review me on two, you know, Google Yelp.
39:39
And it could help with your search too as well.
39:41
Yeah, that all it does, it helps with the SEO stuff.
39:44
Hmm, wow.
39:45
All right, so what's the big plans, man?
39:46
What's next on your media domination plan?
39:51
So as I grow my social media stuff,
39:53
I definitely want to grow my YouTube.
39:54
But the end result from all this social media
39:56
is I want to drive that audience to home buyer webinars
40:00
and home buyer live events locally,
40:02
because the majority of my audience is actually in LA.
40:05
It looks like so.
40:06
I figure once I start doing live personal finance,
40:09
home buyer events, or webinar style ones,
40:12
I should be able to get a lot of people there.
40:14
And then basically, yeah, just have my team there taking apps
40:19
and scheduling appointments at the events during the events.
40:23
And, you know, seeing how those convert
40:25
and then from there building a system around that
40:27
on how to, you know, how to bait that stuff.
40:29
Are you going to do the home buyer webinars
40:31
of those going to be live?
40:33
At first, yeah, they're definitely going to be live
40:35
for a few months until I get a couple good recorded ones
40:37
that just run really well.
40:38
And then I'll run them on an evergreen after that
40:41
and make them seem live, but, you know.
40:43
Sure, then you have like the opt-ins automation
40:45
and all that kind of stuff.
40:46
Start running ads to them, all that stuff.
40:48
Right, right, very cool, man.
40:50
You are definitely, you are meeting the definition
40:53
of a modern mortgage originator and a hybrid loan officer, right?
40:57
Hybrid, you know, I don't know if you heard me talk
40:59
about that on the podcast, but you're,
41:00
obviously, your number one source of business
41:02
is past clients and database.
41:03
That's the more, quote, traditional,
41:05
but you're growing, continuing to grow your sources of business
41:08
from all the stuff we just heard about, digital,
41:11
which, you know, I think that's the futures.
41:12
Like if you, to succeed, you got to do both.
41:14
Well, you know, that's awesome, man.
41:18
Hey, I really appreciate you making time here.
41:19
I learned a hell of a lot.
41:21
Awesome.
41:21
And I appreciate it.
41:22
It's fun. It's always fun.
41:23
Let's do this.
41:24
What is your TikTok handle, whatever the hell they call it?
41:27
Yeah.
41:27
So my TikTok and my Instagram are loans by JB.
41:31
And if you see a fake one that has like a period
41:34
or a hyphen, that's not me, it's just loans by JB.
41:38
Yeah.
41:39
And duly noted, when you, I pulled them up on Instagram,
41:41
you had a couple of those.
41:42
So it's loans by JB, no hyphen, no dots, no nothing.
41:45
I'll put links in the show notes to that.
41:46
And the Instagram as well.
41:48
So people can check you out and follow you.
41:50
Justin, appreciate it, man.
41:51
Thank you.
41:52
Awesome.
41:53
Thank you so much.
41:54
You bet listeners.
41:55
Hope you like this episode.
41:56
You know what to do.
41:57
Leave us a review if you like it.
41:58
And we'll see you on the next one.
41:59
Bye for now.
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