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Leveraging Instagram Broadcast Channels to Build REALTOR Referrals · Mortgage Marketing Radio

• 0:00
  Hey, what's up, Jeff Zimphur. Thanks for tuning into the mortgage marketing radio podcast.
• 0:15
  Hey, if you're a first time listener here, thank you so much for being here.
• 0:19
  I'd love to know how you got here. Feel free to jump over to our Facebook group.
• 0:25
  Over on the Facebook, you go to mortgage marketing radio, type it in there.
• 0:28
  That's a group just for podcast listeners of the mortgage marketing radio podcast,
• 0:32
  like yourself. I'd love to connect with you more. See some of the good stuff happening
• 0:35
  over there on the Facebook. Secondly, if you've been listening for a while and you like this
• 0:39
  content, I would like to know the best way for you to let me know. Leave a review. Just take a moment
• 0:45
  and do a little tapy, tapy thing wherever you're listening to this and get over to leave it
• 0:48
  as a review on Apple podcasts, Spotify wherever you're listening to this fine production.
• 0:54
  And I hope you think it's a fine production. Before we get into this week's special guest,
• 0:59
  my question for you is, are you looking for unique and different ways to drive realtor
• 1:04
  engagement, conversations, awareness and attention by way of social media?
• 1:10
  Aha, three of curveball didn't I? Well, stay tuned because our two special guests coming
• 1:16
  to you all the way from Canada are going to be talking about how they use a unique,
• 1:20
  little known feature of Instagram that may just be proved to be surprising and useful for you.
• 1:26
  Stick around for another moment for that before we get into that. Of course, it is time for the
• 1:31
  success story of the week or perhaps stories. It's getting so much that I don't even remember
• 1:37
  which stories I'm telling you every single week. Because to be honest with you, I don't keep track.
• 1:41
  I just try and bring a new one in from our private Facebook group from our members of my agent classes.
• 1:46
  What do we do in our my agent classes platform? We help you move from solicitor and vendor to
• 1:51
  partner and peer. We help you attract realtor instead of chase. We help you increase trust and
• 1:58
  accelerate referrals by reaching agents at scale with an impactful value proposition that draws
• 2:04
  agents to want to work with you, helping you become the preeminent mortgage originator in your
• 2:09
  local market, leading with education and classes using our turnkey platform of my agent classes.
• 2:15
  Success story of the week. If I have not shared this before, this just came out a couple weeks ago.
• 2:20
  Win of the week from Marlene. Marlene held her first class. She held, had everyone fill out a class
• 2:28
  survey and put the list of classes in there and asked everyone to circle which classes they'd love
• 2:33
  to see next. So they got a lot of agents saying, I want to come to your next class on this topic.
• 2:38
  She followed up on Mondays with the calls to all the agents who attended. She has scheduled two
• 2:43
  follow-up appointments and two broker owners who are at her class requested. Marlene come to their
• 2:48
  offices to teach a class. You want to grow your reach? You want to have impact? By the way,
• 2:54
  how often do you think you'd get invited into teach a class about loans, about interest rates?
• 2:59
  Does it happen? Sure. Does it happen a lot? No. Look at in the current market we're in,
• 3:06
  people need context, people need guidance, right? People need a lighthouse and you can be that
• 3:12
  beacon of light, helping people find their way, helping them solve problems using educational
• 3:18
  content to do that, thereby you shift the perception of being a vendor and now to that of peer and
• 3:26
  partner. It can happen for you as well. What does it take to succeed with our platform? You got to
• 3:32
  be coachable. You need an open mind. You have to be willing to get a little bit outside of your
• 3:36
  comfort zone, follow a proven process, attend our weekly mastermind and coaching calls and put in the
• 3:42
  time and the effort. Do that and you'll start to get some of the same results that you're hearing
• 3:47
  from these weekly success stories that I talk about every single week. I don't know if it's for you.
• 3:52
  It's not right for everybody, but maybe it could be for you. How do you know? Well, ideally,
• 3:58
  you've already been in the business for a couple of three years at least if not more.
• 4:03
  You're already doing two to three loans minimum per month if not more and what you realize is that
• 4:08
  you're looking for a more efficient, scalable, leveraged way to attract versus chase real estate
• 4:14
  agents that lead to conversations and produce referrals, essentially endless referrals on demand
• 4:22
  for you. Want to learn more? Go to my, sorry, here's where you go. Go to learn more, mortgage
• 4:27
  marketing.pro. Mortgage marketing.pro. Book a call with me. We'll have a chat. We'll see if we
• 4:32
  are a fit for each other. Okay, my special guest this week. Somebody from the Great White North
• 4:40
  up there in Canada. These two gentlemen and I connected some time ago, Tom Moffett and Brandon
• 4:47
  Love. We're talking about innovative strategies. They're using Instagram broadcast channels.
• 4:54
  Connect with realtors. This is about creating exclusive broadcasts,
• 5:00
  channels and utilizing the close friends feature. In a pretty unique way that I've not really heard
• 5:06
  anybody really talk about before. I hope I'm bringing this to you as newsworthy, as potentially
• 5:12
  impactful for you because Tom and Brandon, they have their own private community on Instagram of
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  last I thought looked, I think it was 200 plus real estate agents through to whom they're communicating
• 5:24
  on a weekly basis. They're getting engagement and conversations and they're getting referrals and
• 5:29
  contracts. So what this is, the excerpt you're hearing on this episode is a snippet of one of our
• 5:37
  weekly mastermind and coaching calls that we do for members only in our margin classes platform.
• 5:43
  But I decided, and by the way, in that platform, what I do is once a month, I bring in a special
• 5:47
  guest. So what you're going to hear today is an edited version of that conversation. You're not
• 5:53
  hearing the entire call. You're not hearing some of the other success stories and best practices we
• 5:57
  do around marketing and approaching agents and hosting classes and so forth. You're just going to
• 6:02
  hear the special guest section that features Tom, Brandon, all about how they're using broadcast
• 6:07
  channels. I share this once in a while because it might be useful for you to hear what else we do
• 6:12
  inside our platform. I have had my members come to me and say, they've told me that when it comes
• 6:17
  to talking about my platform, my agent classes, I should sell the weekly calls more than I do.
• 6:25
  And while I'm not here to sell you, what I am here to do is share with you, right? And insights
• 6:31
  behind the scenes, look over our shoulder, set at the top of the stairs and listen in
• 6:37
  as we talk about this unique method Instagram broadcast channels to grow your personal brand,
• 6:46
  to grow your engagement and to grow your business. Now in the show notes are going to be links to
• 6:51
  Tom and Brandon's Instagram profile, their YouTube channel. So if you want to learn more, go follow
• 6:56
  them. But just listen to this episode and follow along. If you think there's something useful for you,
• 7:00
  we'll go start your own Instagram broadcast channel. And if you got some questions about it,
• 7:04
  hey, hop into our Facebook group over there for the podcast mortgage marketing radio. That's
• 7:09
  where you can get continued access to us and stuff and we're doing over there. So without further
• 7:13
  ado, let's get into this week's show. So again, we got to jump in transition to our special
• 7:20
  guests for today all the way from the great north. I want to allow these two gentlemen to introduce
• 7:26
  themselves because we're going to talk about something that they brought to my attention actually.
• 7:32
  I've seen it and I've been a part of it, but I haven't really paid a ton of attention to it until
• 7:37
  Tom and I got connected and I started learning more about Instagram broadcast channels.
• 7:42
  So let's start with the intro. Tom, if you want to go first intro, who you are, what do you do?
• 7:47
  And then we'll take Brandon. Yeah, absolutely. So Tom here and everyone, I hope you guys are well.
• 7:54
  Like you said, Jeff, oh, from up north here in Canada. And as I'm listening, it's pretty funny
• 8:00
  because a lot of the stuff we do is very, very similar. Like it's Brandon and I, we went down
• 8:05
  the whole rabbit hole of Google My Business not too long ago as well. And we merged businesses
• 8:11
  last September. I think yeah, last September. And from there, we really wanted to build out more
• 8:17
  like a social presence. And from day one, we really had in mind like we just wanted to target
• 8:22
  realtors that we didn't want to build this huge following on social to get direct to consumer
• 8:27
  leaves. Like although those are nice, we were just like from day one, let's just target realtors,
• 8:32
  build up our portfolio of realtors, get those warm referrals in. And that kind of led us into two
• 8:37
  different strategies that we'll pretty much talk about today with Instagram. Awesome. Brandon,
• 8:42
  want to introduce yourself? Sure thing. So my name is Brandon Love, business partners with Tom
• 8:48
  Moffit. So yeah, we've been sharing a lot of our strategies on our podcast commission breath. And
• 8:54
  that's where we kind of connected with Jeff there. And we're happy to come on this call today and
• 8:59
  unpack some of those for you and do a deep dive on it because we feel like the best way to learn
• 9:04
  is to teach. And it sounds like a lot of you have that same mindset as well in your businesses. So
• 9:09
  I absolutely love that. By the way, what a great name for a podcast, right? Commission breath.
• 9:14
  Thanks. Who's the audience of that that you guys are targeting? It's all mortgage brokers and
• 9:19
  loan officers. So it's all geared towards them. And then we have found that over the past couple
• 9:25
  episodes, we've had more realtors reach out because they're listening as well. A lot of the
• 9:29
  strategies carry over. So a little bit of crossover there. Awesome. And so we can find that on various
• 9:35
  podcasts, syndication platforms, commission breath. Yeah, yeah, everywhere. Anywhere you listen to
• 9:39
  your podcast, YouTube, et cetera. What part of Canada are you in? We're just outside of the
• 9:45
  Toronto area. Yeah. Okay, cool. So what I'm going to do is this is or you can do this as well, Tom,
• 9:51
  but I was I was experimenting before this call. And I can do the, you know, screen mirroring from
• 9:56
  my mobile phone to your account. So why don't we start with this before I do that? Why don't you,
• 10:00
  if you could just give us the, you know, the layman's explanation of broadcast channels on Instagram
• 10:06
  and why that would be relevant or somebody watching this might want to consider that.
• 10:12
  Yeah. So broadcast channels are it's a very unique platform that's built with an Instagram.
• 10:19
  And it's slowly being rolled out to the creator profiles with an Instagram. So before we dive
• 10:25
  into it, if you can check on your phone, make sure you have a creator profile, not a business one,
• 10:30
  not a personal has to be creator. And we'll dive into like how to check to see if you have broadcast
• 10:36
  channels or not, but the high level of it is basically you create almost like this Facebook group
• 10:41
  community within Instagram. And every message you send through to it is going into people's direct
• 10:47
  inbox. So it's a one to many method form of communication. So the way I use it is I, I attract all
• 10:56
  of these realtors into my broadcast channel. And every week I send out an update, whether it's on
• 11:02
  the market, social media tips, which is exactly what you guys are talking about. I funnel them into
• 11:07
  this group. And then I send out that message once a week goes out to everyone, but in a form of one
• 11:13
  DM through their inbox. Okay. So what I'm going to do right now is I'm going to attempt to share my
• 11:18
  mobile phone while I'm sharing a Zoom screen. How's this going to be fun? Let's try this. See if I can
• 11:26
  do this. Share screen, Google Chrome. The whole idea behind it is our called action might be a bit
• 11:34
  different than you guys, but it's going to work very well for you because what I do is I funnel
• 11:39
  them into this group. My call to action is to get their email addresses. And then from there,
• 11:44
  I nurture them through email. And for you guys, you can do the same, but it could be like an invite
• 11:51
  to your whatever you're pitching, whether it's Google business or whatever classes you're teaching,
• 11:57
  that could be the call to action. You can put that Zoom link right in the channel for all of them
• 12:01
  to join every week or however long you do it. Are you seeing your profile on the screen? Yeah.
• 12:07
  Okay. So what you'll see for people who have a broadcast channel is right down below here where it
• 12:14
  says mortgage is for realtors. That is the link that I would tap to join or jump into. And I'm
• 12:22
  already joined your broadcast channel. But what I was doing is I was going back through your content
• 12:28
  and I'm going to run on this for a second time. And then you guys chime in on this. But you can
• 12:32
  see at the top he's got 276 members in there. Okay. And I was scrolling through your content.
• 12:39
  Actually, it brought me to your latest post every time I log in. But I wanted to go back a bit.
• 12:45
  So pardon the squirrel on the screen for a moment, guys. But I wanted to give you some context
• 12:50
  in terms of the type of content that you can put in this thing. Here you see a link to his podcast.
• 12:59
  There was one that stood out for me. You've got videos. Yeah.
• 13:04
  So one off video messages. What's the what's the max length on those? Do you know?
• 13:08
  I believe those are 60 seconds just like any DM video message on Instagram. So I've only done
• 13:14
  a couple of those. I found the loom link more effective because I like to go a bit longer than 60
• 13:21
  seconds. So I'll share my screen on those ones. But those are for like if you wanted to do like a
• 13:26
  quick message like an update on the fed announcement or something like that. You can bang that out
• 13:30
  and just put that video right in there. And the cool thing is you have so many different types of
• 13:35
  features that you can put in that channel like voice voice note video holes. You can do all of that
• 13:42
  in this group. All right. So here's an allume example. This is three things in three minutes.
• 13:46
  What are you typically doing in that? So I'll either talk about I try to do a variety in those
• 13:54
  three minutes usually goes out to five minutes. But that's kind of like a running joke with it.
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  I'll touch on market updates. I'll touch on social media tips that are very granular and specific.
• 14:06
  And any business development stuff that I can share with my realtors. I'll share email templates.
• 14:12
  Any social media templates. I'll share and I used to put it right in the actual group. But then
• 14:17
  I had a couple of mortgage brokers up in Canada joined and kept snagging them. So I now it's
• 14:24
  actually better because what I do is to call the actions. I have them DM me after I say hey if you
• 14:28
  want the template send me a DM and I'll send it to you over email even though I can just send
• 14:33
  them a link over Canva. I want the email address. So let's by the way I want to pause on that
• 14:39
  strategy for a second. Because when somebody is joining your broadcast channel. I mean if they
• 14:46
  have their email displayed in their profile you can get it there. But that's not a guarantee.
• 14:51
  So you're using the strategy to be able to build your own opted-in list essentially of real estate
• 14:55
  agents. Yeah. Because then when I nurture them through my Friday email it's not as bad as pulling
• 15:03
  their email off of like online. And they're going to see the email come in be like how this guy
• 15:07
  even get my email. They know me. They know they knew that they gave me their email address. So
• 15:12
  I've never had any realtor on my realtor list asked to be opted out of it.
• 15:16
  Yeah. So I'm going to go back to more current. I just wanted to show you guys some of the data or
• 15:22
  the content examples. You know I love that you're essentially kind of you know this is a community
• 15:27
  you've built it is like in your your communication is very kind of casual and friendly right. Morning
• 15:32
  realtor fam everything you need to know about rates you know blah blah blah blah down below etc etc
• 15:39
  you can do polls as well. Yeah you guys might think that one's pretty cool. I asked them like
• 15:44
  what do you want out of this group and like by a landslide social media was the topic that one
• 15:50
  and that just reinstated the fact that they're they're hungry for social media stuff which exact
• 15:55
  is exactly what you guys are doing. And then this here is is this an image? Yeah that was uh yeah
• 16:03
  that's a Canva template that they can use and tweak. Oh it's a link to the Canva template and
• 16:08
  that's why the image is showing up okay interesting. So everybody getting some pretty cool ideas.
• 16:17
  And I was even thinking while you guys were chatting uh the start of this you could even
• 16:22
  pitch this to them as a class like if you have your own channel you start learning how it works
• 16:27
  you could then pitch this to the realtor like hey this is how you can start a broadcast channel
• 16:31
  this is why it be a benefit to you in your business. And I actually had a realtor reach out to me
• 16:36
  this week and he's in this and he called me because he he had his brokerage uh had someone like
• 16:42
  in a realtor go on and do training about this. So he's just picking my brain as to like hey how can
• 16:48
  you start this like where are the things you've experienced with it. So there's a market out there
• 16:52
  most people don't really know about this feature yet but it's getting rolled out and more popular
• 16:56
  as the months go on. And I think realtor can use this for like off-market deals in their local
• 17:02
  market like the the possibilities are endless with it. Absolutely so I'm going to pause screen
• 17:08
  sharing for a moment. If I can and I want to unpack some of the other things you shared with me
• 17:18
  stop mirroring. How's that guys? I was able to do screen sharing while we're in the zoom. I feel
• 17:25
  proud of myself. Genius. All right genius. Okay you had shared with me and I know we got questions
• 17:32
  going in the chat so I want to address those too. How has when did you start the broadcast channel?
• 17:39
  I started this in September. Yeah September last year. And now you have 276. How are you getting
• 17:46
  people in there? Yeah so the strategy is it's all through DMs so what I do is I'll follow a certain
• 17:54
  amount of people per day and it's all realtors. So I started off having a VA do this and then
• 18:00
  he went over the limit for Instagram and kind of had me in the shit list. And so I was like okay I'm
• 18:06
  not doing anymore. I'm going to do this on a manual basis. So what I do is I do every hour I'll do
• 18:11
  10 realtor followings which my wife does for me now so she'll follow 10 realtors an hour
• 18:17
  and then 30% of those 10 realtors on average are going to follow you back and then that's when
• 18:22
  you send them a video DM. And the video DM is all you're saying is hey Tom here just wanted to
• 18:28
  quickly say thanks for the follow. I also want to take a second and invite you to my broadcast
• 18:33
  channel. What is it? Well it's for you specifically as a realtor. I'm going to drop the link down
• 18:37
  here below. I have this this and this in it and go check out the content there's already a bunch
• 18:42
  there. And is that a one off for it customized for every realtor? Yeah yeah so you're naming them
• 18:48
  hey Tom hey Kevin hey right so they know it's not automated. Exactly and the conversion rate on
• 18:53
  that is 30% of people you send an message to will opt into it on like my stats right yeah.
• 19:02
  What's come of it so far for you in terms of engagement conversations and deals?
• 19:07
  Yeah so the cool thing is I'm just in growth mode right now so I haven't even taken the time to
• 19:13
  like circle back and direct message them to hop on a call. So what I'm doing is I'm
• 19:19
  throwing the channel getting email addresses and through that which I didn't expect was
• 19:24
  realtors sending me leads without even popping on a call with them popping on a meeting and so I've
• 19:31
  gotten cold like they're not cool leads I've gotten leads out of nowhere from that I've gotten
• 19:36
  a few meetings just from natural conversations with them reaching out to me and I think about 30-ish
• 19:43
  emails yeah all right guys yeah questions comments thoughts
• 19:54
  does anyone here already doing a broadcast channel?
• 20:00
  Hey Tom I have a question for you so I'm not sure if you're in Canada so I'm not sure if you
• 20:05
  guys have strict rules when it comes to texting that we do in the United States but
• 20:09
  do you guys also incorporate the reach app into all of those you take all those agents 267
• 20:14
  and put them into the reach app where now you can be able to text them videos as well and
• 20:19
  and just send them send them whatever you want via text do you guys have any rules like that to
• 20:24
  prevent that? Yeah yeah Canada does have like privacy rules and direct contact laws anti spam
• 20:34
  legislation on that kind of thing so unless someone opts in to receive text you can't send them
• 20:41
  anything so there's not really we don't I've never heard of the reach app maybe it's a thing here
• 20:46
  but I've never heard of it but like direct text marketing gets you on a pretty nasty list if you
• 20:53
  do it without their their consent without for those consent got it yeah ask go through the filter
• 21:00
  yeah yeah make sense but like yeah texting is awesome one way we do it is when we nurture them
• 21:07
  through email we do Friday emails which is some of the same content that we're putting in the channel
• 21:14
  but it's more longer form videos with more personalized touches and we send that one to one but it's
• 21:21
  through another app called Yam if you've ever heard of that that connects to Gmail and we do a video
• 21:26
  in there every Friday and and that's our our nurturing list and then Brandon you're a big call guy
• 21:31
  still I'm just strictly DMs now but we have our both different styles of connecting with realtors
• 21:36
  and nurturing that but the broadcast channel is a way to funnel them in get their information and
• 21:42
  then go from there and yeah that's one method we use on Instagram and then I guess once we we
• 21:49
  chat more about this we can dive into the second one for those of you that don't have access to it yet
• 21:56
  yeah I see I see some questions coming in someone saying I'm set to entrepreneur don't see creator
• 22:02
  not having access that's something funny enough Tom has access I don't have access so we've
• 22:08
  been forced to pivot that on my client and realtor list and and see how we can get some of those
• 22:15
  those leads still in and nurture those people so if you don't have access it's one of those things
• 22:20
  that unfortunately Instagram hasn't rolled out to everyone I've tried to get it myself in different
• 22:24
  ways I've messaged Instagram not very responsive and not a lot of action in that respect but what you
• 22:31
  can do is take those realtors and add them as a close friend on Instagram so you can mark them as a
• 22:37
  close friend then anything you share to your story share directly to close friends it'll prioritize
• 22:44
  going to them and they'll be like they'll see a little green circle around it that shows it's
• 22:49
  exclusive to them makes them feel like more of the inner circle that way and then what I just
• 22:55
  do is I nurture more over like the ones who I do have consent to text I'll text or call them
• 23:01
  and then have some of the the conversations more long form that way so it is a bit more of a
• 23:06
  bottleneck and a pain the butt to do from you know one to many perspective but that's the work
• 23:13
  around for the time being until Instagram rolls it out to everyone yeah so and I know we're talking
• 23:18
  about realtors but you could even do this for for consumers like if you want to go direct to
• 23:22
  consumer you can do like a first time home buyer like whatever your niche is real estate investors
• 23:27
  you can do that like the possibilities are endless there but that's broadcast channel we can go
• 23:33
  on to close friend strategy unless someone wants to chat a bit more but I do want to talk about close
• 23:38
  friend strategy for sure I'm glad you brought that up does it make sense for me to keep the profile
• 23:42
  open when we talk about that yeah first yeah I guess for a second basically close friend strategy
• 23:51
  if you don't have the broadcast channel this is what I was doing before the broadcast channel is it
• 23:55
  it's still another way to get more realtor partners and the way I do it is when you add like
• 24:01
  do you guys know what the close friends setting is in Instagram so when you click that following
• 24:09
  button I don't know if you could do it through your screen share or not but there should be an
• 24:12
  arrow next to follow yeah there you go yeah add to close friends list that star right there so
• 24:18
  once you do that you're gonna create this list that are called your close friends and anything you
• 24:24
  post you have the option whether it's a story or an actual individual post a real you can you have
• 24:30
  the option to just push it to your close friends and nobody else so the way I was doing what it was
• 24:36
  I was adding every single realtor that I followed on my list so I had like 600 and something on
• 24:42
  my list and anytime that I wanted a realtor to see something I would put them now there's James
• 24:49
  and Travis coming up in my feed oh little Bradley Cooper action nice but yeah so the way we did it
• 25:00
  was when those realtor see the green circle around a story or green circle around a content piece
• 25:07
  they're attracted to that because like why the heck is this guy out of me on my close friends list
• 25:11
  so they click on it and you're gonna have a strong hook with whatever you're doing you're gonna
• 25:16
  make it clear that it's for them as a realtor so you're gonna say like realtors listen up and then
• 25:20
  you get it into your point and then that's gonna create conversations through DM and same strategy
• 25:26
  you just don't have the actual broadcast channel itself okay so the close friends thing let's
• 25:34
  think about that in the context of teaching classes my strategy would be anybody who shows up for
• 25:40
  your class you go to their Instagram and add them as a close friend once you're checked it once
• 25:46
  you do you have to be obviously friends are following each other to do that I assume um you I think
• 25:53
  you can add I think you can add anyone on your close friends list that you are following I don't
• 25:58
  think they have to follow back I could be wrong on that but okay you obviously want them to fall
• 26:03
  back because then they'll see it right yeah now I mean look at look just be careful with this right I
• 26:08
  mean if there's zero connection or engagement I mean it depends but by the way here's what I would
• 26:13
  I would do if I'm teaching a class you know and I'm thinking about like is it relevant to do this
• 26:20
  even when it's not an Instagram related class I think perhaps but I would probably be bold enough
• 26:25
  to let people know hey guys just so you know everybody who's here today you're gonna get a DM for
• 26:30
  me or a follow on Instagram and I'm gonna add you to my close friends list because did you like
• 26:35
  today's content would you like more of this type of stuff and so you can either do that for your close
• 26:39
  friends thing or do that to kind of promote your broadcast channel so if you do want to do a broadcast
• 26:44
  channel obviously you can promote that in the class itself but a lot of you know what are we talking
• 26:48
  about here we're talking about continuing the engagement in the community following the class
• 26:52
  some people have a Facebook group and they do really well with that some people don't want to do
• 26:56
  a Facebook group some people are more IG right and if that's you then this is your version of that
• 27:03
  yeah and I would even add if you don't even want to do either strategy I think the biggest takeaway
• 27:08
  would be if like DMs are by far like an underutilized thing in both of our well in our industries the
• 27:15
  mortgage industry and I feel like nobody sends you video messages and if you can do that
• 27:20
  you follow realtors they follow you back and you send these video messages out you're called
• 27:24
  action could be whatever you want it can be to your next class but you do that over time like the
• 27:30
  first DM could be like hey mr. realtor thanks for following me just check out your profile love
• 27:35
  that post you did about one two three sunset drive really unique really cool and then you follow
• 27:40
  back on that in a week or two and you you can put them on this list to to know to go back to them
• 27:46
  and then invite them to whatever your call to action is exactly and just to add a layer to that if
• 27:53
  you are actively using a lot of call and text already and you're taking time to go to this person's
• 27:59
  profile and add them to their page take a few notes when you're there so are they like a San Francisco
• 28:06
  fan I can see the the hat in the background Jeff are they you know a big American flag
• 28:13
  whatever the little thing about them is that you can write down and have that note when you call
• 28:19
  or text them try to draw something back to that and then it really starts to make them feel like
• 28:24
  hey you know what he has been his close friends he actually cares about me you get a little bit
• 28:28
  of reciprocity there and you build a nurture relationship that way it doesn't happen in one DM
• 28:35
  happens on the you know the 30th 40th text call follow up where they start to feel very close to you
• 28:41
  and more than just a business relationship okay a couple good questions coming in one was how many
• 28:47
  broadcast channels can you have and if you guys know I think you can have more than one I'm
• 28:53
  pretty sure you can I don't know the max on it but I think you can have more than one then the
• 28:59
  next question is any recommendations on first post in the broadcast channel before sending the
• 29:03
  invite link out so you have some go up send area yeah the one thing you should know is when you
• 29:09
  send out or when you create the channel it sends out a link to all of your followers like whether
• 29:14
  you like it or not it sends it out to everyone which sucks and it doesn't because when I did that
• 29:20
  I had like it was early on when this thing came out then I create this channel that sent
• 29:25
  out to everyone as like my wife was like what is that thing you just sent me like what do you mean
• 29:30
  I didn't send you anything and then I go back and there's already 40 people 40 realtors in my
• 29:34
  channel I was like whoa this is cool so it does that right away so what I'd recommend doing is
• 29:40
  having at least two to three posts or content stuff ready to go when you create the channel you
• 29:47
  don't have the option to put it in there before you invite people but you can just copy and paste it
• 29:52
  right away into your channel right when you send that out that's what I would do and is there
• 29:58
  actually a link that you can share externally outside of Instagram to that broadcast channel yeah
• 30:04
  so you can copy the link in when you're when you have the broadcast channel created there's a little
• 30:10
  hub area where you can customize the theme at an intro video and copy the link and what I do is I
• 30:16
  copy the link and I'll send it over text to a realtor if they don't if they're not part of it
• 30:21
  or I'll send it over email in my Friday emails I hyperlink it join my broadcast channel
• 30:26
  very cool and of course by the way for you know we use QR codes here very simple easy thing to do
• 30:34
  is that a QR code to your PowerPoint slide your image you know something like that can you
• 30:42
  run followers from your broadcast no you can't remove people and and the weird thing is you can't
• 30:48
  even see the followers itself you can only see the follower count but the way you can see who's
• 30:55
  in it is by posting some sort of interactive or any post for that matter if they react to it with
• 31:01
  any emoji or they they like it you can see who that person is so if you go into my channel you can
• 31:06
  see out of the hundred and something people that voted on that poll I did not too long ago I have
• 31:12
  that list that I'm going to go back to and every realtor that voted on those things let's say you
• 31:18
  are a realtor that voted for social media on what you want to see in the channel I'm going to be
• 31:22
  circling back and doing a one-to-one DM video saying hey I saw you voted for social media in the channel
• 31:28
  like what is it specifically that you want help on yeah that's good to me yeah I actually one of my
• 31:36
  most loyal real estate partners is someone who found me on Instagram right and I think watched videos
• 31:43
  and got to know me there and so she's still you know a good friend but it's just yeah there's
• 31:50
  so much value there and you don't you don't realize it sometimes well it's like you know we've
• 31:56
  talked about before and this is why I love this conversation Travis had mentioned this early on
• 32:00
  when he joined our community and all the content he and James are putting out there you know and
• 32:04
  I don't want to go down the rabbit hole discussion about consumer direct and all that versus
• 32:08
  realtors but Travis had previously obviously established that he grew his referrals by being on
• 32:14
  Instagram and by putting the content out there and so many people come to Instagram for example
• 32:19
  with the idea of like I'm gonna blow up my consumer direct maybe right but like who's really
• 32:27
  on there we know realtors are on there for sure yeah that that's exactly how we used it is just
• 32:33
  shift the the script you're still posting content for consumers but in the lens of having it
• 32:39
  so it's shareable from a realtor's perspective because that's the fastest way to scale it yeah
• 32:45
  it is funny because you'll you'll see the the channel numbers go up randomly with like
• 32:51
  some days I don't send out DMs and I'll see like two people join I'm like oh that's weird you
• 32:56
  don't know who it is but sometimes it could be like a realtor telling another realtor friend
• 33:00
  to join or it could be a mortgage broker you never know but there's like I'd say the people in my
• 33:04
  group are 90% are realtors for me it's funny because it's kind of coming full circle to the timing
• 33:11
  of me connecting with you Jeff is I want to at some point create some sort of like accountability
• 33:18
  group for realtors for social media something along those lines where I can invite those people
• 33:24
  into this this buy weekly call or you guys know better than I do but that's kind of like the way
• 33:31
  I want to to veer it into because I have this big list of people in there but I haven't necessarily
• 33:36
  had a big call to action to it yet so that's what I'm going to do with the broadcast channel
• 33:41
  and Brandon I know you have different different approaches with what you're doing yeah so I'm
• 33:47
  letting Tom kind of carry this strategy forth here on I'm getting the realtors in and then
• 33:53
  I'm building out more of that nurturing campaign for once they actively send the leads and then
• 33:59
  doing more of a lead tracker sort of type email mindset piece to that and that goes every week
• 34:05
  and updates any leads that have come to our brokerage that way so Tom's kind of getting getting
• 34:11
  them hooked in and then once he has them I'm really getting them addicted to our process
• 34:16
  love it love it good stuff guys I really appreciate you guys being here
• 34:21
  yeah our pleasure thanks for having us all right well thanks for tuning into today's episode
• 34:26
  hey you got a question for you are you struggling to get engagement and referrals from real estate
• 34:30
  agents and feeling like you're constantly fighting for business in a crowded market what if I told
• 34:35
  you there's a way to attract agents to a provide unique value that helps them grow their business
• 34:40
  and generate referrals on demand helping you become the dominant loan officer in your local market
• 34:46
  look I've with an originator for over 10 years I understand the frustration of feeling like you're
• 34:50
  just another player in a sea of competitors and you're struggling to stand out and get noticed
• 34:55
  by the agents that you want to attract and engage with what if I told you this way to flip the
• 35:00
  script and position yourself as the go to lend in your market attracting agents not chasing not
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  paying for leads not cold calling but actually generating referrals on demand and the best part
• 35:11
  you don't have to ever make a cold call or chase leads again you don't have to work with we
• 35:15
  need had agents if you don't want to this is what we help originators do at the my agent classes
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  membership what do you get you get exclusive access to our private community of like minded
• 35:25
  loan officers where you can network share best practices get ongoing support to grow your business
• 35:31
  and you get a turnkey platform that helps you build your personal brand that moves you from
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  solicitor and vendor to parker and peer you attract agents you increase conversations and you
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  increase your referrals all without chasing without begging playing the game paying for leads
• 35:50
  you just by doing what you love to do which is help other people solve props so how do you learn
• 35:55
  more go to mortgage marketing.pro what could call with me and I'll take you through the library
• 36:00
  if done for you agent classes that you can use to just plug and play and follow our proven
• 36:04
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• 36:09
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• 36:27
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• 36:32
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• 36:37
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• 36:51
  the go-to lender in your local market. Book a call with me now mortgage marketing.pro we'll see you on the other
• 36:57
  stuff