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Rethink Everything You "Know" About Social Media · Mortgage Marketing Radio

• 0:00
  Hey, what's up listeners? Jeff Simper, your humble host of the Morgan's Marketing Radio
• 0:11
  podcast. Welcome back to another episode. Really appreciate you tuning in and if you've
• 0:16
  been a listener for some time or you're new and you've just recently started listening,
• 0:19
  hey, always appreciate the reviews. If you could take a moment, dig into the app you're
• 0:23
  listening on this, listening to this on and leave us a brief review. Sure, we'd appreciate
• 0:28
  you. Helps us reach more people and help big have bigger and better guests. More listeners,
• 0:34
  bigger guests and names we can bring to you to help you on your journey. So on this week's
• 0:39
  episode, I'm doing something a little bit different. I am taking one of our pro member
• 0:44
  calls as you guys have heard by now what we do is we help mortgage professionals become
• 0:49
  the preeminent choice in their local market to attract and convert agents to referral partners
• 0:54
  at scale. And I wanted to bring to you something a little sneak peek behind the scenes where
• 1:00
  we're peeling back the curtain opening the velvet rope and letting you in to the special
• 1:05
  VIP section of the club. That is our my agent classes pro membership. And one of the things
• 1:11
  we do in there once a month, we bring in a special guest. And this month we've brought
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  in my special guest is Kyle Draper. Some of you I'm sure know who he is and if you don't,
• 1:22
  you will by the end of this podcast episode. Kyle is a former youth pastor turned roofer
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  entrepreneur and now social media expert. He's also a certified speaker teacher and coach
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  with John Maxwell team. And what I love about Kyle is he has a unique approach to social
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  media. As a matter of fact, his book is rethink everything you know about social media.
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  It's a quick read. It's an impactful read. And I'm going to put a link to it in the show notes,
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  rethink everything you know about social media. It's a journey to help small business owners.
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  That's you realize how you're mismanaging social media. How to find your voice and regain
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  the love and respect of your audience. So if you don't have a copy of that yet already,
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  a lot of my pro members, by the way, use that book and they give it out to real estate agents.
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  In addition to my own book, by the way, Disruptor Die. But before we cut into the what we're doing
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  is this is I'm sharing with you a the recording from the call that we just did a couple of weeks ago
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  with Kyle as a special guest in our pro member community. Two reasons. One, well, three perhaps.
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  So one, it actually helps me get quality content out to you because this is a great conversation
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  that I learned from. It's a mini coaching session about finding your authentic voice on social media
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  number one. And it helps me. So this is a podcast episode, right? Number two, it helps create
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  exposure for Kyle for because there are some people that might be interested in, of course,
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  following Kyle and a link to his Instagram and other things in the show notes, right? Kyle Draper.
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  And of course, Kyle also has a company in which he provides some VA services. He has a company that
• 3:02
  is all about what he calls content content, content, home pounding. And if you're looking for
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  help struggling with social media content, hosting, et cetera, Kyle's got a company that does a
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  great job with that. So it just, you know, covers a lot of basis. And then lastly is like, if you've
• 3:16
  been on the fence for a while, hearing me talk about our mortgage marketing pro membership teaching
• 3:21
  agent classes, well, stop. Stop and listen to this recent testimony from Carmella. Carmella says
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  she's got here's her win of the week. She scheduled eight appointments so far in the month of August.
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  This is August 3rd that I'm recording this. So she scheduled eight appointments in the month of
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  August by the first three days of August here. And she also went through her closed loans this year
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  to date. And so far, she has made $45,000 in commissions from new realtor relationships exclusively
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  from following our process, our platform, the my agent classes platform. So if that's not enough,
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  I thought I'd share with you an inside, you know, look into the conversation we have with Kyle
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  Draper that helps you get it inside into what at least one of the four calls we do every single
• 4:07
  month sounds like in our mortgage marketing pro membership. And so listen, you want to get some
• 4:14
  of the results to that of Carmella eight appointments in the first three days of the of the month of
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  August $45,000 in commissions so far this year from new realtor relationships. That's on top of
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  what she's already making. You know, you can do, you can learn more, you can go to mortgage
• 4:28
  marketing.pro, book a call with me and see if we are the right fit for each other. So
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  without further ado, let's get into this week's show. Welcome to the show, Kyle. Now that we have hit
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  record. We only forget to do that a couple times. Right, especially when it's really needed. All right,
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  so here's how we're going to do this. Kyle, I got your book in my hand right here. Okay. Yes,
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  sir. If you don't have this book, by the way, buy it today. Okay. Go to go to Amazon and buy it.
• 4:58
  Is that the best place? Yes, sir. Buy lots of them, guys. Yeah. Pass them out to your to your
• 5:04
  people. Exactly. And by the way, that's a good point because that's what we do in this group is
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  you know, when we're pouring into real estate agents and wanting to establish value, one of the
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  ways we do that is with books. And so that's what Glenda does. Glenda's a rock star with that.
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  Yep. Glenda's no G, man. She wrote the book on sharing books. Okay. So the way this runs, guys,
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  as you know, is we're a very open, interactive group. You are welcome and free to unmute yourself
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  when you want to ask questions. You want to engage in the dialogue or you can use the chat.
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  I'll do my best to tee it up. Oh, Christie says she gives your book as the prize for the real
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  trivia game. We play real estate classes. Great idea. I love it. Okay. So I'm going to tee this off
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  and then I want you guys to to leapfrog from how I open up this conversation. Do you want to say
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  anything Kyle before we get started with my opening question? No, sir. I just I just want you to
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  get to it. All right. Let's get to it. I was on the plane the other day coming back from Idaho.
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  What's up, Nico? There we go. The people at Empower L.O. are going to see them there because we're
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  doing a lot of cool stuff together. And I was reading through this book and I was making notes
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  and highlighting right and putting X's and all this kind of stuff. But the place I wanted to start
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  with is the title because the title once again is rethink everything you quote no about social media.
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  I want to unpack what you mean by that. Yeah. It's a it's a great first question. To me, it has
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  dual meaning the the first piece Jeff is just simply I truly believe for us to maximize our lives,
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  we should never get caught up in thinking we know the absolute best way of doing anything.
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  Right. This is why most Republicans hate Democrats, most Democrats hate Republicans because they've
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  decided I know the absolute truth. And if you choose to say I'm wrong, like we can exist in the same
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  room together. And what I've learned in my life is I grow the most when I pull that guard down and
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  go, you know what? Maybe I don't know everything about this subject. Right. Maybe there are better
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  ways. I at least am willing to hear someone else's opinion. So that's really the first thing is
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  just do we have a willingness to go even though I've been in mortgage for 30 years. Is there something
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  I may be unaware of? Is there a way that someone's doing it that's better than mine? And so that was
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  really the first part. But Jeff, the second part is guys, we have been taught completely wrong
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  how to do social media because years, years, years, years, years, years ago, somebody decided,
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  oh my gosh, this isn't just a social media platform for like college kids to hang out. We can
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  monetize this thing and we can figure out how to make money in our businesses through this thing.
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  And so guys, at some point, a marketing company, a marketing person started teaching us
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  how to do marketing on social media. And those are very different things. And so we have taken
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  commercialized marketing and we've given you permission to go apply that to your people.
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  And it is why most lenders and most realtors are bad at this because they're taking very cold
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  opportunity strategies and applying it to warm people. And so that's why I think, Jeff, that we've
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  got to rethink everything that we think we know about social media.
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  Said something there. They're taking cold marketing opportunity and strategies and marketing
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  get to warm people. Yep. Hmm. I want to I want to do the inverse of that. Okay.
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  Because isn't a percentage of our social media traffic viewers cold people as well?
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  It kind of the the only true in my opinion, the only true cold sense of the word on social media
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  would be if I'm running an ad. But when I speak in an event like I saw somebody said that they
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  heard Emmett said he saw me a fuse. Yep. Right. The because of of my social media presence,
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  the minute I take a stage somewhere, Emmett can go look me up. And though we've never met in person,
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  he's not a cold relationship anymore. Because he can he can instantly go, oh my gosh Kyle just had a
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  baby. We just had a baby. Oh Kyle is a 10 year old. I have a 10 year old. Oh my gosh Kyle's dog
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  looks like my dog. So in the world of social media, in my opinion Jeff, when we're doing it the
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  right way, we're instantly turning people from cold to warm. If there's opportunities out there
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  for them to connect it at a deeper level with me and get beyond just your lender and I'm a social
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  media expert. And so there's always that level of warm of warmth or warmness is probably not a word.
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  Notice. But that's how it's explained that. Alright, so people right now I want you to put in
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  what's been your biggest challenge showing up on social, getting engagement. One of the things I
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  think that I've gotten from you Kyle is you help people find their voice. Yeah. And I love the
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  fact that you know we kind of open this up with like rethink what you think you know about social
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  media and that we all we're all kind of taking pages from the same playbook it seems. And I know
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  there's this we're in a we're in a vacuum because we're all looking at other people fellow mortgage
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  professionals content. And we're all quote looking the same as others. And I wonder like how you
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  would riff on that. If you think that is a true concern or not. I think it's an absolute true
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  concern. Right. When when we know that the average buyer is going to go shop three four five six
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  different mortgage companies, loan officers, whatever. What's going to separate us is the way we
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  make them feel as they are looking us up in the process. And so if all of your content is shot
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  from the same spot in your office every day. Well, you're not telling any subliminal stories like
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  I would say like Jeff, the things in your background, the the cubbies that I have behind me,
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  they tell stories about who I am as a person. Right. Right. So I have people all the time that
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  we'll fight about the Dallas Cowboys because they are Philadelphia Eagles fan because they see
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  Dallas sports teams in the background. And though we're fighting, we're building a report
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  at the same time. And so what I would encourage you guys to think about is what are the subliminal
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  messages that you're missing out on that you could be taking advantage of. So for example,
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  you're going to do a typical educational piece about the industry. Why don't you get in a
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  personal environment to talk about business strategy. We're combining the two. So I could
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  be out on a walk. Okay. And and now from my walk, I'm going to actually talk about social media
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  strategy. And so I'm combining what I'm doing in my personal life versus what I'm going to teach
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  you about as the expert. And it's these subliminal opportunities. Right guys, I don't even know how many
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  of you know this. But but Jeff's nephew is Brock party. Yes. Jeff, I think about you every time
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  I see his sports card on TikTok. I see him flash on the screen on sports center. I think about
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  you every single time his name is referenced anywhere. Every time, dude, every time. And now we
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  don't all have famous nephews that we can pimp out. And and now, but but here's the thing is you
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  don't right. I've never seen you in a video like now. Y'all used to every once in a while
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  post about going to an Iowa state game. Right. Right. But that's the humanizing element of what
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  you're bringing to the table guys today at two 30 right. And in two hours, I get to go speak to
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  the TCU women's basketball team. And I'm going to take my eight year old because she loves basketball.
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  And I'm going to get to tell all these stories that are one going to showcase me as the expert
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  of what I do. Right. That a D one college wants me to come in and talk to these young women
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  about branding and marketing. But I also get to show the story of my daughter coming along with me.
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  And so I'm bringing business and personal to the table. Yeah.
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  Right. Like when's the last time you took a selfie where you're working on alone and one of your
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  kids is in the is in the picture. Because when do you ever stop being a mom to be a business person?
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  Is it you see my kid in my back room? Oh, actually, I didn't see that Julie because my microphone
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  was blocking you. But that's incredible. Like guys, we've we've been taught that like we've
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  got to be professional all the time because people are going to think poorly of us. But that's
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  such bull. And I won't say other words now because there's a there's a little boy in the room.
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  But it's it is such bull because we crave authenticity right now. We are desperate
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  for people that we can go. Oh, thank God. We are like each other. And we can have this
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  sigh of relief. But people are continuing to teach us like no, no, no, no, no, no, don't do that.
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  Be the consummate professional all the time. And so we've got to start rethinking through this.
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  So Gemma posted a comment. I want to read through it says best line. She's heard
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  from Jeff and team bad content better than no content. I don't know if she's referring to me or not.
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  But that was my kick in the pants. You just start posting. I was overthinking content. Finally,
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  she said, just be myself. My voice is what you're hitting on. I'm a mortgage expert. I'm a mom,
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  educator. My husband loves cars. LOL. My content's not fancy. But I'm being my authentic self living
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  my real life. Yep. That's it. That's it. Bringing what I'm hearing is bring the personal aspects of
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  your life into the business frame people see on social media. 100%. It's so valuable.
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  Okay. So connect with people. I'm going to get technical for a second. Okay. Do we do that in
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  stories or reels or yes. So guys, like I love Gemma, what you said, because most of us, we want
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  to get better at something without having to suck at it first. That's how most people are.
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  We're a place in our lives where it's like, I don't have to volunteer to do things I'm bad at
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  anymore. Like I'm 40 years old. I'm allowed to do the things that I'm good at now. And so we've
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  decided like we'll tell our eight year olds, sis, you've got to be bad at dribbling a basketball
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  before you can get good at it. But I'm not going to go take that advice for myself because I believe
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  that now if I'm not seen as the expert, like I'm being laughed at by people. And so my favorite
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  thing to say to to what Gemma said is my crappy video will outperform the video you never do
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  every time. Yeah. And Jenna's funny. She's in there. She's like, I totally suck right now.
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  LOL. Please follow for inspiration. I'm sucking. But you know, it's actually through about that
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  Gemma is you could be honest and look at the camera and go, look at guys, this is not comfortable
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  for me. I'm a little bit out of my cup, but look at I'm still wanting to connect with you, my people.
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  So you know what I mean? You could have that kind of a context. Absolutely. Yeah. And that's
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  actually I'll go ahead. I'll share my voice right now because this has been a very big topic of
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  conversation about a couple of months in my household. My husband is a car enthusiast. He loves cars.
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  He watches every video blog log for years on cars. And he's like, please don't talk about
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  mortgages. He goes, if I'm a home buyer, I don't want to hear you recite what that ratio is.
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  I don't want to hear you recite, you know, how to get a homestead exemption. And so we've been
• 17:12
  really in this like intense dialect in our house. And he's like, like, who are you? I'm a mom.
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  I'm a mortgage expert. My husband loves cars. And so we've come up with these two lines.
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  It's mommies and mortgages and motor heads and mortgages. And so like I'll make a post. And it's
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  my husband's car stuff. And I'm like, you know, motor heads and mortgages today. And it's nothing
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  about mortgages, but it's my husband, right? And then I'm putting all my hashtags for my business
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  because the reality is like you all are saying that is what brings followers. That is the content.
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  I did a video yesterday of me talking about a proprietary loan that we have at our company.
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  It sucks. It makes me laugh. My kids are like, you're so awesome. Mom, this is a great video.
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  I'm just doing it. I just like thrown caution to the wind. I've got a massive LinkedIn
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  following. It's very professional. I've just started Insta. I have a pretty big Facebook
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  following. I'm just over it. I'm just thrown caution to the wind and being totally dorky in
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  myself. And we're going with it. I love it. That to me is what wins. Who he is? Who hit not to
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  interrupt you, but who here is reluctant to bring the personal into the conversation? Or maybe it's,
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  well, I don't know what, you know, what aspect of my personal to bring in. Is anybody feeling
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  like that? Because I know I sometimes like you sit there and you're like, is this something I should
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  get personal with? You know what I mean? Yeah. So Grisel is feeling that same. Like how do you
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  in Kyle, you're saying, is there any filter here? Or maybe you decide, you know, okay, I'm not
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  going to bring this and I'm not going to show my kids on video or whatever the thing is for you.
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  Yeah. I don't think that there's a black and white answer. I think we just have to understand that
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  with every action, there's consequence. And as long as we're okay with the with the consequence,
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  I think it's all fair game, right? Like I have several mortgage friends that they're getting
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  very political in their content. I don't personally think that's a smart thing to do, but they have
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  a very intense following because of their willingness to dig that deep, right? And so it's like for me,
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  I'm a Christian, I used to be a pastor. I talk about God in my content. I could choose,
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  now I don't talk about it in a weird way, right? But I could go deeper and I could get weird.
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  And it would cost me some attention. But if I believed that that was worth it, that maybe a
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  consequence that in the at the end of the day gives me a deeper seeded and rooted tribe.
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  And so there's just, there's not right or wrong. It's just about you have to lean in
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  to who you are. And I think Jeff, the easiest litmus test for this is guys, if we go to coffee,
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  right? If I take like on my top row, I've got Tiffany, Liz, Grisel,
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  right, Brent, Emmett, if I take each of you to coffee by ourselves, please God tell me we're not
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  going to talk about your loan products for 90 minutes. Like please tell me that, right? So think
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  about like in a 90 minute coffee together, two people that do not know each other, what are we going
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  to talk about? What dialogues are we going to create that are going to lead to us becoming friends?
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  Why are we so okay with those dialogues at coffee, but we're so uncomfortable with those
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  dialogues on social because perhaps we're showing up under the frame of business. And so we're
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  feeling like we should talk about business and we should separate the two, the business from the
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  personal. And perhaps most of us have that frame or that mindset of we're posting on social
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  media to get business. Right. And I think that's the, I think that's one of the ultimate problems as
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  well is what you just said. Right. If you set out to go to coffee with me to earn my business,
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  that coffee is going to suck. And I'm never talking to you again. But you'll get my business
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  if you earn my trust. That's good. So this is a distinction right here. If you're, if you're
• 21:27
  posting on social media, if this is what you're saying, exclusively for the intent that you want to
• 21:33
  get business, your engagement will probably suck. Oh, it'll be terrible.
• 21:39
  Because if guys think about it in your local communities, if you became known as the person
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  that they're like, whoa, don't say yes to coffee with Julie. She's going to pull out her notebook
• 21:49
  and she's going to run through every loan product and she's going to give you all, like she'll be
• 21:54
  known around town as the girl that only wants to sell to you when she's a coffee. Right. That's
• 22:00
  going to get out. And so my, my favorite thing, this is such a huge mindset shift. Guys,
• 22:05
  that I believe can help so many of you today is when I'm posting the only question I ask myself
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  is does this post cause someone to trust me more or less? That's the only question I ask.
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  So like somebody asked in the chat, you know, can I repost something funny? 100% does what I'm
• 22:25
  about to repost. That's funny. Cause somebody to trust me more or less. Is it political funny
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  that's going to offend people? Or is it like this morning, my wife sent me a TikTok of a dude
• 22:36
  opening a screen door and a snake bent him on the top of his head. And I'm losing my mind.
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  Like to me, that would be video that I would share and nobody's going to take offense to that.
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  So we've got to, we've got to understand this. But then the second part to it, Jeff, is
• 22:55
  I am always posting. Don't miss this. For who is coming over for dinner tomorrow.
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  Because if you're not careful, guys, you will get caught up in. I need business.
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  I need my ego validated. So I need more likes. I need more shares. I want more comments.
• 23:15
  And so now you're going to go chasing those things. As opposed to I'm already out in the community,
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  I'm being coached and doing the right things. New people are going to continue to hear about me.
• 23:27
  So when they show up to my social media, what do I want them to see?
• 23:33
  Selzy content because I got caught up in the moment or valuable content because I'm always
• 23:38
  playing towards the future. And that's how I do social media.
• 23:43
  So how do we balance then? You know, the business with the, we want to create engaged because
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  there is, I know you well enough to know that you're not saying that doesn't have some relevancy.
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  100% yeah, I, you know, where I suck, right? So that I'm not trying to come on here. It's like,
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  I know everything. You should listen to everything I say, right? I lean too heavily to just adding value
• 24:05
  and never asking for anything. So I have tons of friends that just go, man, Kyle's crushing it
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  because I'm not out there begging for business. When I'd love for you to invite me to speak to your
• 24:18
  people, but I'm not asking you to, right? So I think there does have to be Jeff that balance
• 24:25
  of, of working in those opportunities to go guys, I'm here to serve you or, or you're looking
• 24:32
  for a VA, right? Tell the story of guys, I'm in the process of hiring a VA right now so that we
• 24:38
  can double our business this year. That's not Selzy, right? I'm not selling to you. I'm casting
• 24:44
  vision for where I'm trying to take my business. And so that balance definitely needs to be there,
• 24:51
  but I would choose to lean heavily towards creating value for people versus like, what's in this for
• 24:59
  me first? All right. So let's go back to the chat then. Who struggles with what would, how do you
• 25:07
  know what's quote, valuable? Right? Does anybody get hung up on that? I'll give a few seconds for
• 25:14
  that to come in. And while that does, this is, this is a relevant now. That's one of our members
• 25:19
  posted yesterday in our Facebook group. And this is kind of to the point about why, you know, if
• 25:25
  if I, if you're not showing up online, you don't exist, right? Yeah. And so Kevin Dwyer, I don't
• 25:31
  think Kevin's here, but shout out to you, Kevin. He posted on our Facebook group. This is what he
• 25:36
  said. A great way to close out the week with a text message from an agent looking to set up lunch
• 25:41
  with him. And he says, it might feel like no one's watching, but they are. And the text message
• 25:47
  you got from this agent is you've been killing it with your marketing lately and wanted you to know
• 25:52
  any chance, any, any chance you have time to grab lunch tomorrow or next week.
• 25:58
  I love it. So that ladies and gentlemen is reiterating the point of why it is important to show up,
• 26:05
  even if you think your contest talks, it will get better. But anyway, I'll turn it back to you.
• 26:11
  Well, it, well, it's to Kevin's story, right? What he is, what, what he's talking about and
• 26:17
  guys, what we've all experienced is what I call the lurkers of social media. So here's the breakdown
• 26:24
  of this of the hundred percent of people that are on social media, one percent of the hundred
• 26:31
  are actual creators. So if the billions of people on social media, one percent are actually
• 26:36
  out there creating content consistently. Nine percent are light engages. So they comment sometimes
• 26:45
  and they, you know, say stuff sometimes. But then guys 90% of people on social media are lurkers.
• 26:53
  They just consume content. And because we're business people, right? Because Jeff is a coach,
• 27:01
  there's all those that are watching Jeff's content, but their brain says don't like it.
• 27:07
  Because the minute you like it, he's going to get you in a drip campaign and he's going to be in your
• 27:12
  DMs. And so stay away until you're ready to purchase. And so guys, I kid you not yesterday,
• 27:20
  I was on a call with Flagstaff Bank, right? I don't know how big of a bank they are, but they
• 27:25
  sound pretty big based on our conversation. And what did they say? We saw you all on a webinar.
• 27:31
  So first thing they said, right? If you're not out there, you don't exist. And then the next thing
• 27:37
  the president of Flagstaff Bank said was I went and looked you up on social media and so much of what
• 27:44
  you said resonates with what our company believes in. And now I'm going to be speaking to their company
• 27:52
  probably multiple times. And so if all my content was, do you need a speaker? Have you bought
• 27:57
  my book yet? Do you need video editing services? If that's what my content was, I don't believe that
• 28:05
  I end up getting that call because they go, is he going to sales pitch all of our people constantly?
• 28:11
  Like, are we making a mistake by introducing this guy to our audience? We're screwing ourselves
• 28:18
  out of future opportunities because of how desperate we are today.
• 28:23
  And it has to change. And what you just described there is in some ways, the new customer journey
• 28:30
  or an aspect of whereby people are lurking, people are checking you out, you know, or this one,
• 28:37
  like the, you know, the bumblebee thing, right? They come to one flower. The flower was the webinar.
• 28:41
  And then they're like, oh, well, I'm going to go, you know, all to all these other flowers and
• 28:45
  pollinate. I'm going to look Kyle up and these, these, these, the content online is an example of
• 28:49
  another flap, right? So I get to go consume all this kind of stuff. So instead of like getting a
• 28:53
  cold call from Kyle, we're looking at looking up as LinkedIn profile, which of course is just another
• 28:58
  place for content. Now they're building this case on Kyle without him even knowing it to the point
• 29:04
  where it's just like, we need to contact this guy. That's really. And so this is why, you know,
• 29:12
  everybody on here, because I'm included in this. I think Jeff would be it would say he's in this too.
• 29:18
  We go in and out of seasons of knowing what to talk about, right? I can get in a hot streak
• 29:24
  in every day. I'm like new video idea, new video idea, new video idea, new video idea. And I
• 29:28
  look up and I'm like, dude, for that entire month, I think I did like 50 videos. I didn't think about
• 29:33
  it. It just came so naturally. Then I have other months where I look up and go, I haven't done a video
• 29:40
  in four weeks because every time I try to think about what to say, I don't have a clue what to say.
• 29:46
  And so my default is three things. It's two questions. And then I'll share with you the third thing.
• 29:52
  The first question is, what do you get asked the most about mortgages? And then exchange mortgages
• 29:58
  for whatever you want, financial literacy, right? What do you get asked the most about financial literacy?
• 30:02
  What do you get asked the most about down payment assistance and just begin to write down the
• 30:10
  questions that you're getting asked? And don't guys, the hardest part is don't overthink this.
• 30:16
  Don't go, well, that question's not great. If you were asked it, write it down. I'll
• 30:23
  care how dumb it was, how smart it was. If it needs a 10 minute video to describe, to define it
• 30:28
  or a 10 second video. And then everything you've written down should at some point become a video.
• 30:35
  But to what Jimma said, right, when she does just her basic mortgage video, those aren't sexy,
• 30:42
  those aren't cool, those aren't exciting. But when you're looking for the expert,
• 30:48
  you're not looking for sexy and exciting. You're looking for trustworthy and honest.
• 30:55
  And so some of my videos guys that are out there right now, they have 30 views, 50 views, 80 views.
• 31:02
  I'm not concerned with the most people seeing them. I want the right people to see them.
• 31:08
  The second question is, what am I surprised that people don't already know? And these are both
• 31:15
  in the book. What am I surprised that people don't already know when you're talking to a buyer and
• 31:22
  you reference a phrase and they go, whoa, whoa, whoa, whoa, whoa, whoa, whoa, hey, Nico, can you go back
• 31:28
  for a sec? Can you explain that to me? Because I hear that all the time, but I don't know that I know
• 31:33
  what that means. A radar should go off that goes, if they don't know what this means, somebody else
• 31:39
  doesn't know what this means. And so I need to go sit in my car after this meeting. And I'm a
• 31:44
  do a video from the Starbucks parking lot educating people on what this is.
• 31:52
  Does that make sense, guys? This sounds so simple. And it's because it is. But then we've got to
• 32:01
  keep our brains from going, Jeff, that's not cool enough. You're cool, bro. You're cool, man.
• 32:05
  People think you're cool. Well, I love some of our content needs to be boring.
• 32:10
  100% and the other thing that you mentioned in chapter three of your book, which if you haven't
• 32:14
  got the book by now, go to Amazon and get it and buy a bunch and give a bunch away. So many
• 32:18
  thousands of them. It's chapter three. How many of you here feel? And again, this goes back to
• 32:25
  kind of what we said earlier, which is we're seeing a lot of other elbows in our feed. And so we're
• 32:28
  seeing this same content. How many of you feel like you don't want to, oh, you're like, oh, what about
• 32:34
  I've chashed. I've seen that like three times in the last week. Somebody's talked about that.
• 32:40
  It's already been talked about. Yeah. Anybody feel that, man? Put it in the chat if you do.
• 32:45
  That's me right on, right? Yeah. We want to show up. It's so different, Kyle.
• 32:51
  Yep. I don't want to locally see everybody's putting in yes.
• 32:54
  Let's fix it. You're already for this. So my favorite book, it's my favorite book because it never
• 32:59
  leaves my side. I patterned my book after this. The graphics in my book, right?
• 33:07
  Steel like an artist. It's my favorite book ever. I've read it more than any other book on the planet.
• 33:12
  And on page eight, right? I've read this so many times. I'll tell you what page it's on.
• 33:16
  On page eight of this book, the author quotes a French writer who says,
• 33:22
  everything that needs to be said has already been said. But since no one was listening,
• 33:31
  everything must be said again. For anybody on this call that's married,
• 33:36
  for anybody on this call that has kids, right? I don't just get to say, hey, hey,
• 33:40
  eight-year-old daughter, hey, Everly, go clean your room and just go, okay, good, it's done. Yeah.
• 33:47
  Right? It is over and over and over again. My wife has to tell me 1100 times, right?
• 33:56
  To make, make, make Ruby a bottle. Make Ruby a bottle. Bro, what's happening right now? Make
• 34:01
  Ruby a bottle. And so we live in a world now where we are constantly having our attention thought for.
• 34:10
  Right? All of our phones are ringing right now. All of us have maybe other voices outside of
• 34:15
  these offices that we're in that are vying for our attention. We're going to open up Facebook and
• 34:20
  there's going to be 18 different ads that pop in that promise you to deliver on something.
• 34:25
  And so our attention is everywhere. Our brains are like pinballs in a pinball machine.
• 34:32
  And so yesterday, I do a video that I'm like, whoa, this video was fire.
• 34:38
  And guess what? Tomorrow, it's obsolete. Nobody remembers. And so in the content world,
• 34:45
  guys, you can actually start repurposing your content every 8 to 12 weeks. And what does repurposing
• 34:51
  your content mean? It doesn't mean recreate the video. It literally means go pull the video and
• 34:58
  post it again. And no one's going to go, wait a second. Was Liz wearing those glasses in the video
• 35:07
  last time? I think those are the same ones. We think people think that, but no one cares enough.
• 35:16
  And so we've got to do a better job of just understanding that we need to stop getting jealous
• 35:24
  of people that we think are doing things before us in this book. Right? Well, I'll live here
• 35:30
  as long as Jeff will let me. Right? Even though we're supposed to be talking about my book, but
• 35:33
  this book's better. He says celebrating copy. We've all been taught rip off and duplicate.
• 35:41
  But that comes from such a negative place. I don't want to rip people off. Right? I don't
• 35:46
  want to rip you off. That sounds horrible. But I'd love to celebrate and copy you. I'd love to
• 35:51
  cheer you on and go, oh my gosh, Nico, that video is so good. I'm going to go do it better.
• 35:57
  And guess what? My friends don't even know who Nico is. So why am I all of a sudden? I'm upset about
• 36:03
  a video Nico did when my friends don't know him at all. And so it's the mindset piece to all
• 36:11
  this stuff, Jeff, like we, we're just basket cases up here. 100%. Yeah, we're, yeah. I mean,
• 36:17
  it's like fixture head stuff, right? I mean, so much of what you talked about. Part of the reason
• 36:22
  where I wanted to have you here, Kyle is just a free coaching session for me to be honest with you.
• 36:26
  Well, and isn't it interesting, guys, that everything we're talking about, this doesn't exist
• 36:34
  when you and I are physically in a room together. You, you don't go, you idiot. Did you just say
• 36:41
  the same thing? You just said it twice. We don't do that. Right? Like we don't get in our heads
• 36:46
  when we're around people. And so what I think I do better than most is that I've truly figured out
• 36:53
  how to friends are my friends at coffee. That's all I've tricked myself to think.
• 37:03
  Say that again. You paused for a minute. Oh, I paused for a minute is I've tricked my brain to
• 37:08
  thinking that my social media friends are my friends at coffee. When I do videos, I try to carry
• 37:17
  the same cadence that I would if you and I were at coffee with a friend. And it sounds easy,
• 37:25
  but it just takes that constant repetition. Right? Every once in a while, like I'll record a video
• 37:31
  and I'll catch myself going, bro, that's not how you would have said that to a real person.
• 37:36
  That felt so salzy. And I'll do it again. And my goal is to be more of a human the next time.
• 37:44
  Because we connect most through our flaws, through our shortcomings, through our scars,
• 37:54
  through our stories of pain. Like that's how we ultimately connect to people.
• 37:59
  Right? Like we don't walk into coffee and go, oh, you're rich. Me too. All right. Do we just become
• 38:04
  best friends? That's not how this works. We find out, right? That like you have something going
• 38:11
  on in your life. And I have something going on in my life. And that is the bridge that creates
• 38:17
  that trust. And so if we're not giving away that humanity on social, we're just walking billboards.
• 38:24
  All right. I want to jump into another concept from your book. Yeah. We'll just stop window shopping.
• 38:32
  Want to unpack that a little bit? Of course. All right. What do you mean by that? What I mean by that is
• 38:38
  I'm really good at scrolling social, whether it's Facebook Instagram, LinkedIn, whatever,
• 38:44
  seeing a picture of my friend's cute baby. And in my head, I go, that's a cute baby. And then I
• 38:51
  keep scrolling. Or I see another post, right, of Jeff at an Iowa State football game. And I think,
• 39:00
  dude, that's so cool. I hope they have a blast. But I don't actually put that in the comments.
• 39:07
  And I keep scrolling, right? I'm window shopping social media. And social media is a two way
• 39:13
  street. Unless you're famous, right? Unless you're Gary V. You're Oprah. We have to give engagement to
• 39:21
  get engagement. And so it doesn't matter how good your content gets. If you're not spending time
• 39:28
  inside of the platform, engaging other people, the algorithm knows that. And they don't want to
• 39:35
  provide eyeballs to a bunch of one way street drivers on social. They want to reward the people
• 39:42
  that are investing time in the app. And so it's a it's such a big piece to like get in people's
• 39:49
  comments and say genuine things, not just thumbs up emojis. Because those comments are seen by all
• 39:57
  their friends. So the more intellectually I post in the comments, now other people are liking that
• 40:06
  comment. And that can lead to new relationships. I want to go back to what you just said. Because
• 40:13
  I think it was the most succinct articulation of what did you say about the eyeballs? They don't
• 40:21
  want to create a two way street. Yeah. Yeah. The minute you start telling me to say what I said
• 40:27
  there's no way. But I'll do my best. Right. Social media doesn't want to give eyeballs to people
• 40:33
  that treat it as a one way street. Yeah. Right. If you're just posting and ghosting.
• 40:39
  Like look at how many of you've heard engaged already on other people's profiles.
• 40:45
  Like that's nothing new per se. But I love the fact that why we have a coach sometimes
• 40:49
  that we need to be reminded of what we should be doing. And like I said, a lot of this is for
• 40:54
  me today. So who's guilty of that window shopping? By the way, show hands. Everybody's guilty of it.
• 41:00
  So Kyle, how do we get? Because we're all busy. And the earlier answer to the question of the
• 41:06
  biggest area people struggle with is consistency. So how do we build these things into our day?
• 41:12
  So we're not going to get less busy. Right. You're also not going to carve out an hour of your day
• 41:19
  for this. So I think this has to start with your belief about social media has to change.
• 41:27
  Because every billionaire I've ever seen has the same hours in the day that I do, which is so
• 41:34
  maddening to me when I begin to think about how busy I think I am. And so we make time for what we
• 41:42
  value. Right. Period. Those of you that are in better shape than me. It's not that, well,
• 41:49
  I just don't have time, guys. No, you value being in shape more than I do. That's a harsh truth
• 41:56
  for me to swallow, but it doesn't make it less true. And so you have to truly see social media
• 42:03
  as a breeding ground of opportunity. And as that begins to shift, your desire to be there will
• 42:10
  increase. And you'll make time for it. But minimum, guys, we're talking about 10 minutes.
• 42:18
  Right. Take 10 minutes a day and just go scroll and comment on six to 10 people stuff.
• 42:26
  Go to your stories and start going this, you know, swiping left. And just comment on people's
• 42:32
  stories. Because when I comment on your story, now I'm in your DMs. And there's more weight
• 42:39
  in the algorithms and our DMs than in anything else we can do on social.
• 42:44
  So pause on that. Quick for people. So, you know, in our platform, we talk about engaging with agents
• 42:51
  as a way to build your connections, build your network, right, what related to the classes we do
• 42:55
  and all that. So that's one takeaway right there that I'm sure you all could do this for five or
• 43:00
  10 minutes in a day. Browse, if you want to be very intentional, right. Do exactly what he said.
• 43:07
  Browse stories, right. Start to follow people. And then those people that you follow are going to show
• 43:12
  up in your stories, right. And so take a moment to be intentional and do exactly what he just said.
• 43:18
  It's it's not rocket science. And if you want to take it to the next level,
• 43:25
  when you comment on people's stories, ask a question. So it prompts them to have to DM you back.
• 43:33
  And so not weird, right. But but just simple. Like if if if I were looking at, you know,
• 43:39
  like if Liz was doing a story from from right where she is, right, I could I could go, hey,
• 43:45
  what what book is back there over your shoulder? That's such a simple like that. There's like no
• 43:52
  way she could go. Here we go. Kyle's trying to sell me something like that's such a human question.
• 43:59
  There's a reason why she's chose what's behind her. Right. And so I may have just unlocked. Oh my
• 44:05
  gosh, it's this. And have you read it before? It's amazing. And now we start this dialogue and guess
• 44:10
  who's going to be in the top of her news feed for several days? Me. Because the algorithms go
• 44:17
  good night. If Liz and Kyle are engaging in DMs and private, I bet they want to see each other's
• 44:22
  posts. So I love that. So to piggyback on that real quick. And again, this is right from the book.
• 44:29
  People I've got it open here. Okay. Page 37. Here's an exercise. I'm sorry to give this away. But
• 44:36
  you know, there's no great. I love it. They got to get this book to get the rest of it. But
• 44:40
  make a short list of who you'd like to know that you don't know yet.
• 44:45
  Like you guys, some of you have MMI, some of you know, we give you the top 200 agents via Zillow
• 44:51
  and stuff like that. Like how about you just took some of those names and made a short list and
• 44:54
  looked them up on social and started following them and start applying what you're learning here.
• 45:01
  So now most of us are going to go, that's a great idea. And then I'm going to go start looking
• 45:05
  people up and instantly DMing them. Right. That's like me walking up to a stranger at Starbucks
• 45:12
  and just giving them my business card. We would never do that. But the protection of a screen
• 45:17
  it removes some of our our ability to just be a human being. And so just go follow them. Guys
• 45:24
  that this happens all the time. I'll go reach out to people. I did this yesterday. I was I was on
• 45:31
  with MGIC. Right. A big provider of mortgage insurance. They told me the name of someone that
• 45:37
  was coming on their show later. And I went founder and LinkedIn. And and I liked a few over
• 45:44
  things. And guess what? We already have a call scheduled. And it was from her. I didn't say anything.
• 45:52
  It's just the power of rewarding people because what do we do? Jeff, when you post something,
• 45:58
  what do you do for the next hour? Watch it. Who's commenting? How many more likes do I have? Oh my
• 46:04
  gosh, I have so many. Right. I did a post three days ago that that's over 500 comments. And
• 46:11
  I'm getting destroyed in the comments by people. But every time I go back, there's three new
• 46:17
  comments, three new comments. And so we were all the same. We get endorphins from that stuff. So
• 46:24
  you want to go get down people's radar? Go reward them with what they want to be rewarded.
• 46:30
  They're begging to open Facebook and go, yes, I do comment. Yeah. Go be the person that left
• 46:39
  that comment. Go be the person that caused those neurons to fire that get them excited. And you do
• 46:46
  that a couple times a week. And all of a sudden people are going to be going, man, who is this
• 46:51
  bring guy? Every time he comments on my stuff, I like it. It makes me feel good. I've looked on his
• 46:58
  page and he seems like a pretty cool dude. This isn't hard. We just have to carve out a little bit
• 47:08
  of space to do it. So back to the consistency thing, because I don't want to overlook people's
• 47:13
  kind of need around that. My answer to that, and this is again, everybody's going to do this
• 47:18
  differently. But I think like, you know, it's easy to forget, right? Like to again, the intentional
• 47:27
  is the word that comes up for me again, because we can scroll. We can window shop. And if we're
• 47:32
  not intentional, we're just going to just window shop. And then we burned 15 minutes. And now we're
• 47:36
  off to the next distraction or whatever thing we got to do, right? So do you think there's any you
• 47:41
  and maybe this difference based based on the individual? But if you actually in your calendar,
• 47:45
  blocked out 15 minutes twice a day or whatever the thing is to be intentional.
• 47:50
  Yeah, I think that's great. I've said just simple reminders that just ding me at noon,
• 47:56
  right? They just say, go comment on five people's posts right now.
• 48:00
  And whatever I'm doing, stop, go do it. I've had in some of these ideas may sound weird.
• 48:06
  But like, I've had my wife drive several times because I want to spend a few extra minutes
• 48:12
  engaging on people's stuff. And so I'll just say, Hey, honey, can you drive to the restaurant?
• 48:17
  Because I really want to knock some of this out because she's not going to want me to do it at
• 48:21
  the table. And, and she's happy to do that, right? That's a simple ask that this may be more
• 48:28
  for the guys. And this is slightly crude. But guys, there's a place that we spend several minutes
• 48:32
  every day where we happen to be hands free. And, and so that's a great place for, and if you didn't
• 48:40
  get it, then you're just not as dirty minded as me. And that's probably a good thing for you.
• 48:44
  But there, there's always room for this stuff, right? Like, you're going to go to the doctor.
• 48:50
  You're sitting in the waiting room. What are you doing? Go comment on a few people's stuff. Go
• 48:55
  comment, go reply to some stories.
• 49:00
  Like, comments are starting to take off on that one. Yeah, you know, you throw a poop joke in
• 49:04
  there and it kind of wakes people up a little bit. No doubt, no doubt. All right, well, we're almost
• 49:09
  out of time, people. So if there's a question that you've been reluctant to ask, unmute,
• 49:13
  in chat, now is the time, right? I do, Kyle. My biggest thing is, well, at least for me when I'm
• 49:24
  window shopping, scrolling through everything. And I see the ones that are constantly posting,
• 49:30
  like, nonstop, they're always on the feed. And sometimes I'm like, let's news them for a little
• 49:35
  bit or get them, you know, whether it's, you know, in, in my business, right, realtors or other
• 49:40
  lenders. But sometimes it's kind of like watching a bad car accident, like, I don't want to look at
• 49:46
  it anymore. But then I can't help but look at it because it's like, they're so vain or they're like
• 49:51
  all about me, me, me. But thing that shit, like gets views, comments, attractions, but then at the
• 49:59
  same time, are they really getting business from that? So that's my thing. That is my little pet peeve,
• 50:05
  like, they post a lot. And it's sometimes to me, it's like a little like cringy, we're like,
• 50:13
  like flaunting everything and anything. But is that like, I guess, not a good way of doing it?
• 50:22
  I guess take away something from them to just post it, let it go. I don't know, I don't even know
• 50:29
  what I'm trying to ask. I guess that's my biggest fear or like, like, come off. Like, I'm only looking
• 50:36
  at you because it's so cringy to look at you. You know, it, Grisel, I think, I think for you,
• 50:44
  the, for all of us, right, the, the most important thing is like to run our race. We, we need to run
• 50:51
  our race. And, and if part of your race is the cringiness that you see from somebody else, fine.
• 50:58
  But I love using other people's content for who I don't want to be.
• 51:04
  And so I'll let what I find cringy and others be what kind of helps steer me
• 51:10
  to where I want to be. And, and this exercise is very telling, you know, if I were to ask you,
• 51:16
  is it Grisel, am I saying that right? Yeah, you're saying that right. I'm surprised you'd
• 51:20
  said it right now. My wife's name is Lanna. And she gets called Lana all the time. So I'm very,
• 51:25
  I try to be very intentional with names. So if, if I ask you, and we're not going to play this exercise
• 51:31
  out, it's too long. But think about for all of you, what are the five words that you want people to
• 51:37
  say out loud about you? Whether it's trustworthy, funny, right? Whatever those words are,
• 51:46
  write them down and then ask yourself, as you go, scroll your content, are these five words
• 51:55
  evident about me when I look at my posts? And if they're not, you're not posting the content
• 52:03
  that you say you want people to think. Does that make sense? Yeah. Yeah. And so this isn't a fast
• 52:10
  exercise, right? It's, it takes multiple efforts to first create the words, then go see if you can
• 52:16
  identify them in your content. And then now you've got to go, okay, well, now that I have these words,
• 52:21
  what type of content can I do that will instill these words and others? You want to be trustworthy.
• 52:29
  You need to be telling stories about how like you, you were given the opportunity to do something
• 52:35
  shady, but you didn't. Because I just can't live like that. I can't, I can't do that. My character
• 52:42
  matters too much to me. I can't get you to trust me by just going, hey guys, guess what? I'm the
• 52:48
  most trustworthy social media expert out there. I'm going to be telling stories of opportunities.
• 52:56
  And I think that's because I'm sure all of us as loan officers know that we have those stories
• 53:02
  in the backyard. We know that real true was being shady and we just, you know, things came across
• 53:07
  my table where, you know, paperwork were, you know, altered. And but then at the same time, like,
• 53:13
  I feel at least on my side of town, we all know who that person is. So that would be kind of like
• 53:19
  throwing them under the bus without saying it. And then you get into this whole black listing thing.
• 53:25
  So at least on my end when you go to my advice to that is change the timeline. If, if people know
• 53:31
  that this realtor did something shady yesterday, don't say yesterday in your story. Say several
• 53:38
  years ago, a while ago. Okay. And now people can't go, oh, I bet she's talking about.
• 53:46
  If we'll just change dates, it's slightly lying. But at the same time, we're also trying to protect
• 53:51
  the people involved. And so to me, I feel like it's okay because I'm trying to use that to do right
• 53:58
  by people, not, you know, throw people under the bus all the time. Okay. Thank you. You're welcome.
• 54:05
  And you can. Yeah. Thank you.
• 54:10
  What's TRM? Okay. It is it's trademark. It's our church. We got a trademark church.
• 54:17
  Gotcha. Yeah. See, that's why I wear this hat because people all the time DM me and they're like,
• 54:22
  bro, what is that gives me opportunities to connect with people? What does your hat say,
• 54:27
  Brett? Is that a guild? Can't see it. You're muted, by the way.
• 54:35
  Has mountains on it? It's from one of my agents. It's Tahoe Mountain Realty.
• 54:40
  Tahoe Mountain Realty. There you go. Nice. Yeah. Hey, tag them next time you post wearing that hat.
• 54:46
  That's right. All right. Um, great conversation. People who like this here today show hands in the chat.
• 54:52
  Yes. All right. So before we let Kyle go, Kyle, what else do you do? I mean, you do a lot of
• 54:58
  things, right? You're a speaker. You have a company. So he does, you know, social media management
• 55:02
  stuff. Go ahead and riff on that if you'd like. Yeah. We have a company called content compounding
• 55:07
  and we help break people's long form content down into short form content for reels,
• 55:12
  TikToks, YouTube shorts, all that. It's incredible. It allows you to be omnipresent on social without
• 55:20
  having to spend a lot of hours creating the content. I also have a VA company where we're helping
• 55:27
  people like higher virtual assistants, which is a lot of fun. And then I have a coaching company
• 55:34
  that I won't tell you about because Jeff says better. And so you're already here.
• 55:39
  Well, if you want to learn more about what Kyle does, I appreciate that by the way. You can go to
• 55:42
  Kyle Draper.com, K-Y-E-D-R-A-P-E-R.com, Kyle Draper.com. And if you don't follow Kyle currently,
• 55:50
  by the end of today's session, you definitely are following him. Please do.
• 55:55
  Because Kyle's another example of where you can steal like an artist, right? I mean, you definitely
• 56:00
  give me ideas on how to be more authentic and true and just be like, dude, don't ever think it.
• 56:04
  Don't ever produce it. Just do it. And just do it. And you know, 24 hours later, it's gone.
• 56:12
  So yeah, that's awesome. All right. So I want to give you back an extra five minutes in your day
• 56:19
  if you don't mind. And by the way, once again, reminder on Amazon or wherever you're going to buy
• 56:23
  this book, get bunch of of these books. The agents will be grateful for you. And by the way, Kyle,
• 56:28
  are you also open to maybe any of these L.O.s hosting a webinar and inviting you on?
• 56:34
  Yeah, absolutely. Guys, y'all, I do it all the time.
• 56:38
  We'll abide all your realtor friends and you know, kick their butt on social media for an hour
• 56:43
  and they'll love you even more for it. Exactly. Fantastic. All right, everybody. Listen,
• 56:49
  I hope you enjoyed this this episode this week of our monthly special guest. I know I thoroughly
• 56:53
  did. And of course, we're back to our normal programming next week. We're going to get into,
• 56:58
  you know, who's doing agent classes out there? Post your wins of the week, by the way,
• 57:01
  in your Facebook group. And if you do have some issues or questions with the platform,
• 57:06
  use the support chat button, please. And of course, you can always reach out to me directly if
• 57:10
  you need help. Kyle, once again, my brother, grateful. Appreciate it. It's an honor. Thanks, Jeff.
• 57:15
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• 57:19
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