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A Simple Plan for Social Media Success · 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
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Chris has closed a remarkable 36 million in funded loans from agent referrals.
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0:39
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You'll find actionable insights and practical tips that Chris used to close 36 million
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Don't miss out.
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Go check it out right now, visit LOKestudy.com and download your free copy today.
1:03
Hey, listeners, what's up, Jeff?
1:11
Zimfer, welcome to this episode of the Mortgage Marketing Radio podcast.
1:14
If the audio was sounding differently on the introduction, my apologies.
1:18
My soundboard went on the fritz.
1:20
I had to send it back for repairs and therefore I'm doing this intro just off of airbuds.
1:26
Just goes to show you, though.
1:27
Hey, you know what?
1:28
You got to make do with what you got, the tools in the moment.
1:30
So let's get into it.
1:32
So before I bring on my special guest this week, I want to remind you, as we've now shifted
1:37
and transitioned into a purchased dominant market, refines, of course, have drastically tapered
1:42
off.
1:44
What am I hearing from a lot of loan officers?
1:45
Look what I'm hearing is that they want more agent referrals.
1:51
It's what you want, right?
1:53
But what I also hear is that most loan officers struggle to get agents to respond, usually
1:58
because the sales pitch falls flat and offers little tangible value to all state agents.
2:02
It's what I call same as lame marketing, right?
2:06
So you need a better way, right?
2:08
And I'm excited to show you a better way.
2:09
You've heard about it by now by listening to the podcast.
2:12
It's called My Agent Classes.
2:13
It's part of the Mortgage Marketing Institute pro membership, and it is a proven platform
2:18
and method that breaks through the noise delivers tangible value, attracts agents, and compels
2:22
them to send you referrals.
2:24
You've heard the success stories on here multiple times.
2:28
You've heard the testimonials, and I can just tell you that here's a recent one, Liz LaFourth.
2:34
39 people registered for her class, 15 attended, three new leads, two scheduled appointments
2:40
after the class.
2:41
All happening every single time our members do a class like clockwork.
2:46
So you want more agent referrals, you want them quicker, you want them with less chasing
2:50
and more attracting.
2:51
Here's what you do.
2:52
You go check out mortgage marketing dot pro mortgage marketing dot pro, you get all the details
2:56
there.
2:57
And if it's for you, great.
2:58
We'd love to have you.
2:59
And if it's not, that's cool too.
3:01
All right.
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So onto my special guest, Taylor Eller, Taylor Eller is an amazing human being, and I love
3:08
the conversation we have with her.
3:10
She is a digital marketing and engagement specialist at Atlantic Bay Mortgage.
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She's also the host of the Lending Forward podcast.
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We've got links to that in the show notes here.
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And what I love about the conversation with Taylor is we walk through probably more often
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than not the challenges we hear from people myself included, which is how do I show up on
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social, right?
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What do I post?
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What do I talk about?
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I don't want to be on camera.
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I want to be off to can I succeed without being on camera, right?
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And so the conversation I have with Taylor breaks down the various options and steps and
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simple process for you to get started and have social media success.
3:47
And I think you're going to really enjoy this episode once again, check out the links in
3:50
the show notes.
3:51
If you want to get more information about anything talked about in this episode.
3:54
So without further ado, let's get into this week's show.
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Taylor Eller, welcome to the show.
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Thank you for having me.
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I'm excited to be here.
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I'm excited to have you returning the favor.
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I was recently on your podcast.
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That was an awesome experience.
4:09
And why don't we do this?
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Let's take care of housekeeping so we can get to the fun.
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For those who, you know, your own version of who are you, what do you want to do?
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What?
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Sorry.
4:18
So my own version of it is I work for Atlantic Bay Mortgage Group and I am the proud host
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of lending forward podcast where we have one-on-one conversations with mortgage bankers, agents and
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folks like yourself and talk about raw conversations and solving problems.
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Love it.
4:37
Raw conversation solving problems.
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That's what we're going to talk about today is solving problems.
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And whenever I say that, there's two things that pop into my mind right away.
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Number one is, as you know very well, a problem air quotes we often hear from loan officers
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and agents is what the post like, you know, I don't know what to do.
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I don't know how to show up.
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So that's one problem.
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Let's take that first.
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Gosh, I hear it at all times from all sides and it's twofold, right?
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So it's like, one is, I'm willing to do it, but I don't want to be on camera.
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And then the other side is, I don't know, like we said earlier, I'm not, what do I do
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with my hands?
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Right.
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But it's like, it's true.
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It's like, where do I begin?
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What platform?
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I have all the questions.
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And ultimately that leads you down the rabbit hole of never posting because you get lost
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in this funnel of overthinking and it's terrible.
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So I've always found, you know, when I'm coaching it, it's like, all right, if you don't want
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to be right on in your face and you don't want to be the selfie queen, I understand that.
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No problem.
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We get it.
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And I also don't want to see pictures of your food.
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But I think it's a happy mix of being able to capture the moments creatively speaking.
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And the more you do, the more you try and aim for more content and try to think with
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that creativity hat, I think you're going to start to realize, wow, this is a little bit
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more organic and feels a little bit more normal than I thought going into it.
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So creating that awareness is the first thing.
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I don't think we address the problem though.
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You know, the resistance, right?
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There is a look.
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I feel it too.
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I mean, I find it.
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I'm just going to be totally honest, it is one of the weak areas for me.
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Like, if you look at me, right, this guy who's got a podcast, whatever, five, six years
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and compare, and this is, I know I'm shining the LED on me and I don't want to sound like
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I'm self bragging or anything.
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But like my social media presence compared to others who they arguably have a bigger presence
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and a big, a more leveled up perception than me, only because they've been better at
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doing that, the work.
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So there's the gap in the game, there's the bridge that needs to go to, that's where
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I find for me personally and maybe others is like, well, yeah, I kind of see, I know
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what it should look at because I see these people doing this, but how do I get there?
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And is it as simple as, I'll give you a space to answer, is it as simple as, dude, just
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like I just did, you didn't notice this, but I grabbed a photo of us on the zoom.
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Yeah.
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That's a piece of, is it really that simple?
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Right.
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Yes, it is that simple.
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It's more so, that's one thing you get tangled in this web of like overthinking it and thinking
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it's got to be this perfect buttoned up picture.
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You're not a great photo ticker and you might not be the prettiest peach, but you know,
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at the end of the day, we're all trying, nobody's getting on the camera and saying, wow,
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75% of me is so nervous to be doing this right now.
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I hope I come across.
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Okay.
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No one's talking about it.
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We're all baking it until we make it.
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I mean, there's some people that are great on camera and good for them, but the majority
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of us aren't comfortable going live, aren't comfortable doing a ton of selfies and being
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the person that's like, okay, everybody, let's gather up and take a picture or let's do
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a quick boomerang, no one feels comfortable doing that.
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You just have to kind of throw yourself into the mix.
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See what it is that's out there that you enjoy engaging with.
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See what it is that like, okay, all right, I could do that, you know, and just just roll
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with it.
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Sometimes there's some content planning, but don't go too crazy because that might freak
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out too.
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But really, it's just about grabbing your phone.
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It's right there.
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It's less than three feet away from you almost all times of the day, but the way I see it
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and you could stop me.
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But, you know, if you look at every, so from a mortgage banker's perspective, right,
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you already know you're going to meet with two agents every week.
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One's going to be coffee.
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Maybe you're going for a walk with them.
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Maybe you're doing lunch.
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Happy hour.
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Okay.
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Think of that as a true event, right?
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So what does your pre-event strategy look like?
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What does your live during the event strategy look like?
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And what does your post-event strategy look like?
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You know, so let's just say, hypothetically, I'm going to meet you, Jeff, for coffee.
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And we're going to go to this cute little boutiquey, but everybody in the locals love it,
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you know, whatever.
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So, I know I'm going to maybe I'll go take a picture and say I'm really excited.
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I'll do a story.
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Really excited to go meet with Jeff.
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We're going to go to so and so tag coffee place and we're going to talk about all things
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real estate.
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Now we're at the event.
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Maybe I take a quick video of me opening the door.
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Maybe I take a cute little picture of a sign.
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Maybe I take a selfie with the agent.
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And then afterwards, you're posting that in a real form.
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You're tagging the agent.
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Then you may go and do another story afterwards.
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It feels like a lot of work, but if you just make this into a checklist and you know each
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time, not only are you one building content, but two, getting exposure for your name and
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the little coffee shop and the agent and your strengthening that relationship with the
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agent.
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That in theory is like, it's what five options, five different steps you have to take.
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But they're going to share that.
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They're going to be like, oh, I love that I was tagged in that.
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And so now you're getting in front of their audience.
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So you're tapping into them and it's just all in a day's work.
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So you know what's it's interesting.
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That's good advice.
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By the way, I like that is the pre pre during and post.
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And that for me has become a, I have to remind my, I have to consciously think I have
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a head of time.
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Like you said, I'm glad you kind of structured it in this pre-planet thing like, think about
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you're going here.
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And what popped on my head was like, now I'm noticing, remember where I was the other day.
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But I grabbed my phone and I did like the video clip thinking in advance that I know I'm
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going to use that for a real or a story.
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Yes.
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And I think that is a bridge of the gap that I talked about a moment ago that I've recently
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been better at creating more awareness of like, oh, this is like the old Gary V. thing,
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document document.
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I didn't really know what the hell that meant or how per se.
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And so my version of that thing you illustrated so well is, I'm just going to start documenting
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stuff and some of it, I may use and some of it I won't.
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Right.
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Is that?
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Yeah.
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Well, I mean, you're building out this library of content and, but the thing that you highlight
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so well right now is that, yeah, before you wouldn't ever think to do that.
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But now you're like, ah, it's that mind shift of like, oh, I'm, you know what?
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The more savvy you get at doing it, the better off it's going to be and your content's
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going to get better.
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If you look at what you post two years ago from where you are now, you're like, oh my
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God, who was that guy?
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Who was that guy?
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And then you're like, wow, I've come leaps and bounds.
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And now I know there's opportunities.
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No, but there's more opportunities now that you've created because you've gotten comfortable
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doing it.
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And at the end of the day, you're all sales people.
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So it's like, at some point, you're going to need to start selling yourself on content.
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And that's where people are going to go to find you.
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And if you're not there and there's no presence in your, you Google, Taylor, Ellard and nothing
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comes up.
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It's like, all right, well, instant gratification, moving right on.
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So for those that are overly self conscious, when you're out somewhere and doing that, first
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of all, I understand.
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Second of all, I think I'm coming, warming up to the fact that this is the world, argue
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about it if you want, debate it, whatever.
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This is the world that we're now in where we're documenting our lives.
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And you will notice and see it more often.
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And where that maybe you are one of those people, I don't know, who you, I know somebody
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in my life who responds in a way where they're like, look at that, they're just taking
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them stupid selfies, whatever, right?
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I mean, some people respond, but to that, my reframe on that is, hey, what you don't
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know is they're creating content for their social channel, whatever.
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And they're actually building a business, they're building a bridge.
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So you can be there and like, be judgy versus maybe you don't understand the context and
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they're not doing it in a very look at me way, although many are, but you know what I'm
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saying?
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That's how I'm working through that mental framework.
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And you have to, I think it's, yeah, you're right.
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It's going to be a thing more and more prevalent.
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People are branding themselves.
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And that's what they have to do for their business.
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But maybe reframe it like, wow, they're really investing in themselves.
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Good, good on them.
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You know, instead of like judge Judy saying, oh, you know, poo pooing the idea of taking
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a selfie, you know, food before it was the food, right?
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Everyone's got their food.
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It was the food syndrome.
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And now it's like, it's, it's, it's progressed and the other things.
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So, you know, I think as far as someone being, you know, not so sure or feeling uncomfortable,
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like we're all kind of, you're going to feel uncomfortable in the beginning.
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And that's just how it's going to go.
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And until you're like, you know what, I don't care what you think about me.
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And that's where you're going to say, okay, this is for me and not you.
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Yeah.
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I know I still feel uncomfortable sneaking that little photo of the person at the airport
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who needs to be, you know, singled out on my social media, yeah, that's, that is a
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little different.
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Dude, dude, we're in the Birkenstocks, where he hasn't clipped his nails in six months.
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Oh, no, I know that belongs on like, what is that subways of New York channel?
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That's a good one.
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All right.
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So folks, you've got to have a pre, you know, content plan.
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You've got to have during, like, and it is so still weird, like you'll go out and take
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a picture with someone, especially, I don't know, it's a guy thing, it's just weird.
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Hey, look, like I'm out with my buddies, we'll even be at a frigging rock concert or something
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to be, let's take a selfie, you know, and I'll feel like a total cheese ball.
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But once again, I'm like, hey man, this is the world we live in.
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And if I want to build awareness, if I want to become known, that's part of the game.
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Well, I mean, and, and, you know, I think once you just realize where it's going to go,
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and typically nine times out of 10, people know exactly where it's going.
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If you're getting that close to another human to take a selfie, that's not your family,
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you know, you get it.
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But yeah, just, it's just a bracelet, you know, no, it's not going away.
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Know that, I mean, video, if you can, video is king.
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So I mean, if, if there's a way that you can incorporate, like, you're all your different
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stills into a real, like I said, I don't think it always has to be your face, right?
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It could be fun places or, hey, where am I in Atlanta or whatever?
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You could make it fun.
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It doesn't have to just be selfies.
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So like you said, just embrace it.
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It'll be, guess where I am.
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As a matter of fact, here's, here's an example of capturing content.
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And by the way, this is the thing, this is the thing I want to reveal to people too,
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is the content you capture for later.
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Like, I used to think that, oh, I'm capturing this thing.
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I need to post it because I'm here right now.
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It's like, no, you don't.
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You can post something like I did.
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All right, I'm going to admit it.
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I'm going to admit it.
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I was last weekend.
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Don't judge me.
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My kids are 20 and I'm almost 18 and I was in a jucky cheese last.
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Oh, wow.
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How is that?
16:01
Exactly.
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That's what I was wondering.
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But I'm thinking of myself, I'm going to capture this shit.
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I'm going to be like, help.
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What am I doing here?
16:09
Since sanitizer.
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I'm going to be like, please.
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How is my life that I'm back at a jucky cheese when my kids are 20?
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What, what strange vortex am I sucked it?
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You know what I mean?
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It's a good build up this whole thing.
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But here's the thing.
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That was a week ago.
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And I haven't posted it yet, but in this case, it doesn't matter.
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You know what I'm saying?
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Would you agree that it's like not everything needs to be exactly in the moment?
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It doesn't.
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I mean, if you could build that stash out and just pull from it on a rainy day, if you
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know your goal is to do one video a day or that's too crazy and you want to do like twice
16:43
a week, whatever.
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I hope that.
16:45
Have that.
16:46
Yeah.
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Just build your stash out, go spend two hours and know, hey, look, I'm just going to go
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around town.
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I'm going to take pictures here and there and I'm just going to save it for a rainy day.
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Okay.
16:57
Time well spent.
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You've got to invest that kind of time.
16:59
And I mean, I think a big piece of it is in the real time moment.
17:02
Okay.
17:03
Sure.
17:04
Like, you know, if you want to do that sometime, sure, why not?
17:06
You're with our agent the day of you know, you might lose stamina or they might go to another
17:11
lender and have a lunch with them and they never, you, you missed your boat there.
17:15
But I mean, I think that there's so much value in just having something to share.
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So and I don't always say like, I don't know.
17:25
I don't always say that you have to have all of this posts every single day and then you
17:29
come off cheap.
17:30
You know, you don't want that.
17:31
You've got quality content or you've got an idea of time blocks some time into your schedule
17:36
and just go and do what you got to do to build that stash up and pull from it when you need
17:41
to.
17:42
Yeah.
17:43
I think that's a good, good kind of a concept.
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Build that stash up kind of like, you know, a repertoire or a library of clips and files
17:50
and think what content you have that isn't time sensitive.
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You know, shots like you said, if you're local town or you got this cool place to go.
17:59
Nobody does the art backdrop with the wings or whatever, you know, if you got one of those
18:04
in your town.
18:05
We all do.
18:06
So that's good.
18:07
We help them.
18:08
Hopefully it's getting crossing the bridge.
18:09
You know, this is the world we live in.
18:11
Just start building your, you know, kind of, would you call it a stash list of what you
18:15
mean?
18:16
It's a myriad of your repertoire or whatever.
18:18
Yeah.
18:19
There's their stash show people building a stash library.
18:23
I've seen that in high school, but it's a different thing.
18:27
Where's my drum?
18:28
Yes.
18:29
Okay.
18:30
Okay.
18:31
So now let's talk about a different kind of problem, which is relevant to content, okay,
18:37
because we did the whole document day in the life you're meeting, whatever, out and about.
18:40
But then when we get more intentional with the content and think about the audience that
18:45
we want to serve, this is the drum I've been beating lately is help people solve problems.
18:52
And so what are some problems or who are people we can help today as a mortgage professional?
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Gosh, I mean, I think what we're in front of right now is unique, but not so unique.
19:05
So we're dealing with rising interest rates, we're dealing with, you know, people not
19:10
really sure we're faced with being back boots on the ground again, prospecting.
19:15
So there's a lot of change that we're not quite used to, given that we've all been kind
19:20
of in these bubbles for the last couple of years.
19:22
So they've opened the doors and we're all coming out, but wait a minute, we can't do
19:26
but so many things because of inflation and the thought of recession and so I think
19:31
there's a lot of problems right now that mortgage bankers are feeling, but the one thing
19:35
that they can really hone in on and take a hold of is their social and digital presence.
19:41
Okay, so let me put them in some context.
19:43
I think that one of the easiest places to start with problems that you saw as a mortgage
19:48
professional is, you know, if you think about your audience, with people, people have often
19:52
asked, hey, which audience am I speaking to?
19:55
I know of other people I've interviewed that are doing very well on Instagram for that
19:59
example, let's say, and they're like, well, do I create content for consumers or for
20:02
real estate agents?
20:04
And in the moment, the best answer I have for that is they can actually blend into two,
20:10
but what's your strategy?
20:14
Are you trying to attract consumers or realtors?
20:16
Because I think if you're focused on attracting consumers and your content is consumer facing,
20:20
well, I mean, that's relevant for realtors anyways, right?
20:25
It's an integrated mix, like I don't think there isn't one or the other.
20:28
It is, you should be D, all of the above.
20:31
So when I think about it, I think, okay, I want to reach out to my agents on Instagram
20:38
and be able to enhance that relationship by tagging them and doing things with them.
20:44
And in turn, I want to showcase some of my what's going on in my pipeline and how I'm
20:51
trying to help my more or by borrowers by doing this and doing that.
20:55
And if you find that you're in this rut too, let me tell you what I'm doing for this family
21:00
to get them into their home of their dreams.
21:02
So then it's almost like you're going over your pipeline, you're saying the problems
21:06
that you're dealing with, you're solving the problems in real time for these people.
21:11
They're anonymous.
21:11
We're not like when Sally Hansen and her husband are terrible credit.
21:16
You know, so we're not saying any of that.
21:18
We're just saying like, this is what's going on.
21:20
Here's what I'm educating them on and how I'm helping them.
21:23
And then in turn, it's like the agent's going to be like, wow, they really care about
21:26
their borrowers.
21:27
And that's like, I mean, that's glorious.
21:29
It all comes full circle at that point.
21:31
So it's not a one size fits all.
21:34
No, and what you're saying is telling stories in a creative way.
21:37
I've seen people do it with the videos and they're pointing the bubbles
21:40
and, you know, buy a house with a 580 FICO, zero down, yes, you know, all those types
21:45
of things.
21:46
But then also tell about how you, yeah, you helped get some wins.
21:48
Either in today's market, how you helped, after eight offers, my buyer got their offer
21:52
accepted.
21:53
Here's why.
21:54
Right.
21:55
And that kind of stuff.
21:56
So showing up and telling stories and it doesn't always have to be you on video.
22:01
That's right.
22:02
You know what people overlook?
22:04
What's your, do you got a favorite social platform?
22:07
Instagram.
22:08
Really?
22:09
Why?
22:10
It's low hanging fruit.
22:12
It's simple.
22:13
And I don't do a lot of the bubble thing.
22:16
Listen, if that's your thing, good on you.
22:18
That's great.
22:19
But I'm not a, I don't dance well.
22:21
So I don't need to like really showcase that.
22:24
So I mean, there's, and I think it's just overplayed, but I will say Instagram is my
22:28
favorite.
22:29
I'm able to see all of my views, their demographics and where they're from.
22:34
So I like to tap into that as far as the analytics side of it goes.
22:37
But I know I'm on TikTok, but yeah, I, yeah, I'm, I'm trying to try on TikTok yet.
22:44
I know.
22:45
I'm almost 32 and I'm like, am I too old?
22:49
Is this?
22:50
Oh, Glenda Baker's crushing it on TikTok.
22:52
I know.
22:53
She is.
22:54
She's awesome.
22:55
I'm certainly not.
22:56
Only because I don't try and in this moment, it's also I think it's about bandwidth and
23:02
I am a believer in, I think you and I might have talked about this before.
23:07
You can't be great everywhere.
23:09
Mm-hmm.
23:10
You can't.
23:11
You got to pick your platform where you're going to kind of go all in and Facebook's easy
23:14
to cross per most to Instagram or vice versa.
23:17
So maybe that's for a lot of people, that's where most people are.
23:22
But yeah, you've got to dive in.
23:25
Right.
23:26
And I think LinkedIn is a great platform.
23:28
I honestly do from writing articles to just interacting.
23:32
You can get in front of a lot of people that way.
23:35
The algorithms stump me from time to time on LinkedIn, but I tried, you know, I think the
23:41
message is different everywhere.
23:43
You know, like let's just say you have one message and then you distribute it to multiple
23:48
different platforms.
23:49
Pick two that you're really into, that you're on, that your target audience is on, whether
23:55
that be your agents or your borrowers or your friends, family, your sphere, what have
23:59
you, you know, just pick two and then just do those well.
24:02
I don't think, like you said, you don't have to spread yourself so thin where you have
24:05
to be on all the things.
24:06
Just get on the two that you're good at and you engage with and you like that kind of
24:10
content because odds are people that are like minded like you are also on those different
24:14
platforms as well.
24:15
Yeah, I was talking, excuse me, talking with an agent yesterday and that's what I asked
24:20
to her.
24:21
I go, where do you already hang out?
24:22
She's like, Oh, Instagram.
24:23
I'm like, well, there you go.
24:24
Not your thing.
24:25
Like, you hang out there for a reason.
24:28
You have to enjoy what you're doing, right?
24:31
Right.
24:32
It's funny.
24:33
The one caveat to all this conversation for those that if there's anybody left out there
24:39
listening to us, that still thinks you don't need to have a presence online and by online,
24:45
I mean, your total digital footprint, this includes Google, your business profile, all
24:49
that stuff.
24:50
We've got all the stats to show why consumers expect you to be online.
24:54
The only exception to that is I remember I was communicating with this guy who's a marketing
24:59
agency owner and does a lot of really great, cool stuff.
25:02
His name is Dennis Yu.
25:03
I don't know if you know him.
25:04
Why Yu is his last name, Dennis Yu.
25:07
And anyway, he was talking about how he met the CEO of, I think it was Voodoo Donuts
25:13
down in Costa Rica.
25:15
Have you heard of Voodoo Donuts?
25:17
Yeah.
25:18
Okay.
25:19
And so he's down there in Costa Rica and they're talking about social media and all this
25:23
kind of stuff.
25:24
And what the point Dennis Yu was making is like, you know, this whole thing of like being
25:28
out there on social media and stuff like that as a business owner, here's the CEO of
25:32
Voodoo Donuts, zero presence on social media whatsoever, right?
25:35
And so sometimes you get these quote gurus show up and representing these examples of like,
25:40
here's an example of a business owner who's not like, you know, on social doing video
25:44
blah, blah, blah, blah.
25:45
And then I asked Dennis.
25:46
I said, well, wait a minute, Dennis, isn't that contextual or situational because wouldn't
25:51
you agree that real estate and mortgage professionals actually need to have a presence online?
25:55
And he said, yes.
25:56
In that case, when you are a personal local brand, your brand is your face.
26:01
Then yeah, I don't care who the CEO of Voodoo Donuts is.
26:05
I don't, I follow Voodoo Donuts, not the CEO.
26:08
However, and I'm ranting here because I had too much coffee, but that's how it goes
26:13
on Fridays.
26:14
Keepin' alive.
26:15
Keepin' alive.
26:16
But here's the other point.
26:20
The other point is this, if you aren't giving some reason or if you're not a person to
26:28
follow like the whole, why does the personal brand make sense, here's a case in point.
26:32
I'm a reminiscent of we talked about this on my podcast with you, vice versa, right?
26:39
Who do you know and love at Mercedes?
26:40
Nobody.
26:41
Who do you know and love at GM?
26:43
Nobody.
26:44
Who do you know and love at Tesla?
26:45
Elon Musk.
26:46
And that's why Elon Musk, that's why Tesla is worth more and has all this incredible brand
26:54
value is because of the individual.
26:57
So hopefully I'm making some kind of point there.
26:59
You are.
27:00
I mean, it's not, you are out there trying to prospect and if you are not putting yourself
27:08
yourself out there so that they know who you are.
27:11
I mean, and Elon, it's like a whole, it's a story in and of itself too.
27:15
So it's just so much, I mean, that's just so much power and being able to, it's the
27:20
storytelling.
27:21
It's the storytelling, honestly.
27:22
And so, and people don't necessarily, I don't ever see people talking about, I see reviews
27:26
posted.
27:27
I see so and so got a five star review and this is what they said about her.
27:31
And I'm like, that's nice.
27:33
But like, say that.
27:34
Say someone just told me that I, you know, this, and I remember when, until the story
27:38
of the person, do you know what I mean?
27:40
Instead of just like posting that, say, hey, this is what happened with so and so when
27:45
she gave me this review and now she's in this awesome home, instead of just posting,
27:49
you know, your bird eye review, just say, like, hey, do you know what I'm saying?
27:53
It's just important to, and that's one easy, low hanging fruit.
27:57
It's just like, get on the mic and say, this is what happened for this person, this borrower.
28:02
And now she's in her home of her dreams with her two kids and gold retriever.
28:06
Yeah, my version of that would be, hey, you know what I love about this business?
28:10
I love helping first time home buyers.
28:12
I love helping people work through this tough market and get their offer accepted.
28:16
I love, right, being the start of somebody creating dreams in their home together, right?
28:21
And the example I've got for that this week is, like you said, they had, you don't even
28:25
have to say the name.
28:26
You could just say, hey, had a client, family, right?
28:29
Just had a baby, yada da da da da.
28:31
Here's their challenge.
28:32
Back to what I said, solving problems, you help them solve a problem.
28:36
Exactly.
28:37
That's what we're doing here.
28:38
We're helping people.
28:39
And I think, I mean, if you just talk about it, maybe that's like your Monday pipeline
28:43
update and you just go on and you just have a quick little video about what's going on
28:47
in your pipeline or you save it, you know, whatever the case may be, but that's something
28:52
that's content.
28:53
That's something you can do every single week.
28:55
That's committed.
28:56
You can commit to that.
28:57
Do you like batch film or batch create any of your content?
29:03
Do you mean getting five different outfits together because my hair is curled at one
29:08
time and quick switching out and switching out, yes, it's the time I'm efficient, okay?
29:14
No, we are busy.
29:16
And so I'm wondering, I'm looking at some of your posts here is like, how much of yours
29:19
there are pre-planning?
29:20
You've got your notebook, you've got your ideas, you got your bullet points, go, is that
29:25
how you do it?
29:26
Typically.
29:27
Okay.
29:28
I know what I want to cover.
29:29
I know going in, you know, I know I want to hit this and a big piece of it right now
29:34
is financial literacy and affordable housing and making sure people know what's what and
29:38
what to expect.
29:39
And for me, that's so much content right there.
29:42
I mean, you could pull from a blog.
29:44
If you go follow a blog, gosh, there's like way too much content there for you.
29:49
But that's if you're looking for low-hanging fruit and you're ready to get in front of
29:52
the camera, do that.
29:55
Well, back to solving problems.
29:56
One of the five biggest questions or misconceptions that exist right now in the market.
30:01
They all know what they are, right, the old 20% down, 80% of those story, blah, blah,
30:05
blah.
30:06
You guys know them at nauseam.
30:07
Yeah.
30:08
Okay.
30:09
That's five different videos right there.
30:12
I know.
30:13
Just break down the science of why people think you have to put 20% down, done.
30:19
You know, I just had a thought too, is you could repurpose those videos into the FAQ videos
30:24
because if you were just going to create a series of like the top 510, whatever questions
30:27
you get, you know, and then you get your, you know, milestone videos as well.
30:31
Well, then you got this library you could create, but you could also take those problem-solving
30:36
videos of the, or let's talk about the five myths or let's talk about the misconceptions
30:40
or let's talk about appraisal gaps or let's, we've seen some of the people do them like
30:44
Denise Donahue and others who respect tons.
30:47
The examples are out there and they're obviously getting business from this because you said
30:53
financial literacy.
30:56
Why is somebody going to choose you?
30:58
That's the big question you got to ask yourself.
31:00
Why are they going to choose you?
31:02
You know, why should they choose you?
31:04
And let's take it one step forward because we just talked about efficiency.
31:07
You've got a borrower that wants to know what the difference between a prequel and a
31:11
pre-approval is.
31:12
Go do an Instagram video on that and every single time you have a borrower ask that question,
31:16
shoot it to them.
31:18
And that's so, I mean, and how that is such good customer service to, to say, you know,
31:23
what?
31:24
I thought you might ask that.
31:25
Let me send you this quick video.
31:27
Right.
31:28
Right.
31:29
I'll link to the video, whatever, you know, however you get it to, bomb, bomb, I don't
31:32
care.
31:33
All right.
31:34
All right.
31:35
So tell me what's got you excited now.
31:37
Let's see here.
31:38
Let me think.
31:39
What's got you excited about Atlantic Bay?
31:40
What's going on over there?
31:41
Oh my gosh.
31:43
All things amazing.
31:44
We're just, we're growing and we've got such great powerhouse leadership.
31:48
I mean, they all, it's so funny.
31:51
I've never worked for a company where you go in and they, on the outside, they're like,
31:56
yeah, they're really, really great.
31:58
And then everyone's preaching, come on, it's, we're so great.
32:00
And then you get in and they're not great.
32:02
Like I've never worked for a company that has been a fairy tale on the opposite side.
32:06
So it's true what they say.
32:08
I mean, Atlantic Bay pours into their mortgage bankers, supports their people through
32:12
and through.
32:13
And that's one thing that I'm proud to say I work at Atlantic Bay.
32:16
You have the digital marketing and engagement specialist and business development and the
32:22
pot, you know, host of lending forward.
32:24
Yes.
32:25
And I'm getting licensed in real time.
32:28
And so you crazy.
32:29
I'm not crazy.
32:31
I am very smart or I try to be.
32:33
I think I am.
32:34
We'll see.
32:35
I'm getting licensed.
32:36
Why are you doing that?
32:37
So I wanted to document in real time what it takes to get your animalist license from
32:42
a few different sides, right?
32:44
So if you're in the bank world and you're thinking, I want to grow and be a leader.
32:48
But I'm scared to test out.
32:49
Let me show you how, how long it might take, what, what you might expect.
32:53
And then in turn, for the next generation of mortgage bankers, what does it look like?
32:58
Nobody wakes up and says, I would like to be a mortgage banker, you know, that's not
33:02
necessarily something.
33:03
Some, sure.
33:04
But typically it's like your dad was a mortgage maker, but however, I'm showing and trying
33:11
to show full circle what it takes to become a mortgage banker and then all of the amazing
33:15
tools Atlantic Bay gives you to be successful.
33:19
Nice, nice.
33:20
Love it.
33:21
Very cool.
33:22
Well, I'll make sure now your podcast is called Lending Forward, right?
33:24
That's right.
33:25
And that's available where all fine podcasts are provided.
33:28
Wherever you listen.
33:29
I'm looking at the Spotify link right now for sure.
33:32
Okay.
33:33
Very cool.
33:34
Well, make sure we put links to that in the show notes.
33:35
And then of course, your Instagram is the Instagram handle the same.
33:39
Just Lending underscore forward.
33:42
Lending underscore forward.
33:43
Anyplace else you want people to connect with you?
33:45
How about LinkedIn?
33:46
LinkedIn.
33:47
Come on.
33:48
Lincoln with me.
33:49
Link it up.
33:50
Link it up.
33:51
All right.
33:52
So in closing out, then your final words of advice or encouragement for people trying to
34:02
better understand where they fit in this, you know, creating a personal brand, social
34:06
media world.
34:08
It's important to invest in your business and social media is free.
34:13
Not that we need to hone in on that anymore, but it's, it's come to a time where the next
34:17
generation that is going to be buying homes expects you to show up on social.
34:24
And if you're not there, you've, you've lost it.
34:26
You've lost business.
34:27
So you owe it to yourself to invest in your business and you need to get on social.
34:32
You need to be creating video and Jeff and myself can help you get there.
34:36
There we go.
34:37
Way to close it out.
34:38
Thank you for being here, Taylor.
34:39
It's great.
34:40
And everybody, there'll be links in the show notes to be able to connect with Taylor on
34:43
the next step.
34:44
If you want to follow her and engage, get questions, whatever.
34:46
And I do suggest you listen to her podcast.
34:47
She said some amazing guests on and Taylor.
34:51
Thank you again.
34:52
Thank you.
34:53
Good to see you.
34:54
You bet.
34:55
Hey, thanks for tuning into this episode of the Mortgage Marketing Radio podcast.
34:57
I hope you enjoyed it.
34:58
And remember if you like this episode, please leave us a review that helps us reach more
35:02
people and bring more good value and content to you, our listeners.
35:07
And then don't forget, if you are a loan officer who wants more agent referrals in less
35:13
time, be sure to check out the Mortgage Marketing Pro membership at mortgagemarketing.pro and
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learn more about our turnkey system of agent classes that puts you front and center of your
35:25
local real estate agents, attracting agents instead of chasing them and getting agent referrals
35:31
like clockwork every single month, just like Kerry Cobb, who her first year in the business
35:37
with closing over 75 loans, achieved 40% of those 75 loans exclusively from agent classes.
35:44
And if you want to learn how she did it, now you can do it too.
35:47
Once again, go to mortgagemarketing.pro and I'll see you over there.
35:51
Thanks for listening.
35:52
Bye for now.
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