Loan Officers: Why Best Known Beats Best | The Way S2E06

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Speaker 1: So the opportunity quotient, simply defined, you guys, is visibility

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Speaker 1: times value.

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Speaker: Alright, we just finished recording with Arjun Dingra, and I don’t

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Speaker: even know how to tell you guys.

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Speaker: Talk about passion.

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Speaker: This dude has so much passion, and he has a mission to convert

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Speaker: loan officers into mortgage advisors, which happens to be my mission

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Speaker: as well.

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Speaker: So super excited about that.

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Speaker: You guys are gonna learn as you guessed it, being part of the 

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Speaker: Dingra family and the forward event um academy, forward academy,

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Speaker: there’s a lot here that has to do with social media, a lot that

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Speaker: has to do with visibility.

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Speaker: And in his own words, it’s visibility times value equals opportunity.

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Speaker: So he’s gonna touch like in depth on visibility, in depth on value,

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Speaker: and then we all know what opportunity brings us.

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Speaker: So, anyways, you guys are gonna love the show.

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Speaker: Here we go.

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Speaker: Arjundingra.

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Speaker: Welcome to the show, buddy.

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Speaker: How are you?

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Speaker 1: I’m good, brother.

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Speaker 1: Thanks for having me on.

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Speaker 1: My Greek brother from Another Mother.

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Speaker 1: I appreciate it.

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Speaker 1: From Another Mother.

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Speaker: I’ll tell you what, ma’am.

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Speaker: When I met you at the forward event in Vegas not too long ago,

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Speaker: I I looked at you uh before we even got introduced.

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Speaker: I was just watching you do videos and doing a bunch of stuff.

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Speaker: And I was like, man, he’s like the Elvis Presley of the whole 

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Speaker: Indian community.

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Speaker: Wearing like you were peacocking, you had all these bright colors

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Speaker: on, your hair was up.

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Speaker: I’m just like, that guy’s got style and charisma.

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Speaker 1: Thanks, man.

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Speaker 1: It wasn’t the aim.

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Speaker 1: I’m just you know, just how I dress.

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Speaker 1: But uh yeah, no, I appreciate it, man.

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Speaker 1: We, you know, I try and go to events.

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Speaker 1: This is something for every LO out there, an agent, right?

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Speaker 1: It’s always more than just the event, right?

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Speaker 1: As you know, you you can go to the event and you’re gonna learn

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Speaker 1: and experience, but you could squeeze it for so much more.

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Speaker 1: So I’m always looking for ways to create content and collaborate

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Speaker 1: and talk to people and meet amazing industry folks like

yourself,

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Speaker 1: and then you never know

what comes, you know, comes of it,

right?

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Speaker 1: That was three weeks ago.

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Speaker 1: We shook hands, we’d been

connected before, obviously, but

just

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Speaker 1: hadn’t really truly

crossed paths.

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Speaker 1: And now I get the you

know the honor of being a guest on

your

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Speaker 1: on your podcast.

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Speaker 1: So there’s always more

you can get out of events.

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Speaker 1: So I always try and

squeeze them for everything.

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Speaker: So I guess let’s let’s just

start right there.

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Speaker: Uh you know, even with the

podcast, I’ll tell you, we’re going,

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Speaker: we started season two, and

and I reformatted it quite a bit

because

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Speaker: nothing pisses me off more

than, and it goes right along with 

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Speaker: what you just said, with

spending the amount of money I spend

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Speaker: and the time and effort to

do something, but I’m gonna call it

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Speaker: doing it half-ass because

the output is maybe 50%.

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Speaker: And 50% is very successful

to a lot of people.

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Speaker: But if I tweak a few

things, so like we tweaked a few

things in

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Speaker: season two, I took out a

lot of the fluff so I can condense,

and

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Speaker: and then we are creating a

playbook now out of each and every 

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Speaker: episode, and and there’s a

a deliverable at the end that’s

gonna

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Speaker: help somebody and hopefully

get more engagement in social media

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Speaker: and all this other stuff,

right?

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Speaker: So I’m hoping my my 50%

output from season one goes up to

about

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Speaker: 80%, and and that’s a

massive difference from 50 to 80,

but there’s

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Speaker: still room, right?

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Speaker: So, what you just said, I

love that because it’s like you go

to

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Speaker: the shows, man, and it’s

like you know, you spend all this

money,

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Speaker: not just for the ticket,

but for the hotel and the going out

and

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Speaker: the doing everything else,

and and you’re sitting there

listening,

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Speaker: and then I see, and this is

this is my favorite part.

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Speaker: As soon as there’s a break,

I see all these LOs like running

out,

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Speaker: and the first thing they do

is like trying to, and I’m like,

dude,

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Speaker: like go meet people, like

forget the loan, go meet people.

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Speaker: That you’re gonna get way

more output out of your time if you 

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Speaker: do this kind of stuff.

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Speaker 1: It’s a difficult

juxtaposition, right?

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Speaker 1: Because in our business,

we get pulled in so many different 

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Speaker 1:directions.

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Speaker 1: And you always know

you’re at a mortgage event with

during the

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Speaker 1: breaks.

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Speaker 1: That’s how you’ll be able

to tell, right?

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Speaker 1: Like if I just walked to

an event, I didn’t know what the

name

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Speaker 1: of the event was or who

the audience was.

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Speaker 1: I can tell if it’s

mortgage just based on what happens

during

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Speaker 1: the breaks.

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Speaker 1: Laptops are up, someone’s

trying to lock a loan, they’re

trying

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Speaker 1: to like they’ve got a

scenario, they got to fix a deal to

save.

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Speaker 1: You know, it’s hard.

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Speaker: My again, my favorite, my

favorite at the forward event, and

specifically,

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Speaker: I remember I I left early

to go to the bathroom, and then when

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Speaker: I started walking back to

go go in, I hear this guy, he’s got 

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Speaker: his like thing hanging off

his ear, and he’s like, What happens

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Speaker: if we pay off that credit

card?

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Speaker: I and from according to my

calculations, we should get under uh

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Speaker: 50 50 DTI.

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Speaker 1: So true.

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Speaker 1: Oh man, but that’s how

you know you’re at a mortgage event.

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Speaker 1: But yeah, it’s just kind

of the it’s kind of it just it it

comes

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Speaker 1: with the territory,

unfortunately.

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Speaker: All right, brother.

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Speaker: So so let’s let’s get back

into like the flow here.

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Speaker: Who who are you personally

and professionally?

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Speaker: Tell everybody who you are.

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Speaker 1: Yeah, so again, Arjun

Dingra.

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Speaker 1: I um you may not have a

clue who I am, but you probably know

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Speaker 1: who my brother and sister

are.

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Speaker 1: That’s what I’m coming to

realize.

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Speaker 1: So my brother’s Neil

Dingra, my sister’s Shivani

Peterson, formerly

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Speaker 1: Dingra, of course, and

they all have very big, powerful

brands

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Speaker 1: and different missions.

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Speaker 1: But uh, I got into the

mortgage industry in my hometown in

Reno

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Speaker 1: uh in 2001 while living

in a fraternity house.

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Speaker 1: And uh, and so that tells

you everything you need to know

about

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Speaker 1: the state of the industry

right there at that time, just all

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Speaker 1: bottled up.

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Speaker 1: And I moved, uh I moved

out to the Bay Area just a few years

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Speaker 1: after graduating college

because I wanted to be in the city 

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Speaker 1: in San Francisco and open

an office for us, which was also

very

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Speaker 1: easy to do.

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Speaker 1: And I’m gonna date myself

here because all you had to do is 

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Speaker 1: fax in a piece of paper

to the Secretary of State’s office, 

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Speaker 1: and you were a fully

licensed mortgage operation, right?

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Speaker 1: And um, and so yeah,

that’s what I did.

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Speaker 1: But have been out here

and then working back and forth

between

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Speaker 1: those markets.

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Speaker 1: Neil and I pretty much

started working together almost

right

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Speaker 1: away, um, almost within

months of me kind of starting in the

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Speaker 1: industry.

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Speaker 1: And then uh Shivani, our

sister, joined us years later after

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Speaker 1: the market crashed

because she was still in middle

school uh

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Speaker 1: at that time, you know,

when we got started.

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Speaker 1: But once she got out of

college and there was no job uh

market

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Speaker 1: really around, she got

involved with us and she’s been

there

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Speaker 1: ever since.

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Speaker 1: And now she’s our top

producing you know, banker for the

entire

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Speaker 1: operation nationwide.

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Speaker 1: But we’ve stuck together

as a family, which is like really

important

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Speaker 1: to us.

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Speaker 1: And, you know, I’ve

stayed in the same career.

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Speaker 1: We’re all each other’s

biggest cheerleaders, which is

something

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Speaker 1: I’m really proud of

because a lot of siblings, it

doesn’t, you

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Speaker 1: know, it’s not as lucky

uh to work out that way.

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Speaker 1: You know, they either

kill each other, they resent each

other,

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Speaker 1: they just they just can’t

work together, right?

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Speaker 1: Shouldn’t be a

competition.

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Speaker 1: It shouldn’t be.

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Speaker 1: No, and it isn’t, you

know, they’re they’re far better at

every

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Speaker 1: single thing.

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Speaker 1: I might be the older

brother, but I look up to both of

them 

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Speaker 1: a tremendous, a

tremendous amount.

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Speaker 1: And uh, I’m really,

really lucky.

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Speaker 1: I hit the sibling jackpot

and whatever I did in my last life

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Speaker 1: to end up with both of

them in this life.

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Speaker 1: So yeah, that’s that’s

how I got into the industry and what

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Speaker 1: I’ve been doing and

fighting the good fight, just like

you, 

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Speaker 1: because it’s an important

space.

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Speaker 1: It matters despite what

you might hear and all the changes

and

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Speaker 1: disruption.

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Speaker 1: I know we’re gonna talk a

little bit about that today, but it

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Speaker 1: still is very, very

important and carries a high level

of value

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Speaker 1: and service to the

overall economy, and that’s why I

stick with

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Speaker 1: it.

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Speaker: Um just a fun question out

of out of the three siblings, who’s

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Speaker: the who’s the wildest one?

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Speaker: Who’s the crazy one?

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Speaker 1: I mean, you could

probably say when we I it just

depends on 

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Speaker 1: the timeline.

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Speaker 1: Before anybody got

married, yeah, like before anyone

got married.

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Speaker 1: Like Neil had a wild

streak to him, too.

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Speaker 1: I was really wild and all

over the place.

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Speaker 1: I didn’t even get married

till I was 39, so that tells you

everything

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Speaker 1: there.

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Speaker 1: But you probably won.

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Speaker 1: He still has a wild

streak, yeah.

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Speaker 1: You know, so I think I

don’t know, it’s that’s kind of a

coin

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Speaker 1: flip, it just depends on

what era pre-marriage for everybody.

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Speaker 1: You know, everybody was

pretty wild in their own way.

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Speaker: Uh and last sibling uh

question here.

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Speaker: Who has the silver tongue

in the group who can talk somebody

into

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Speaker: anything?

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Speaker 1: That’s probably gonna be

me.

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Speaker 1: You know, I think at that

point I have Neil’s Neil’s by far 

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Speaker 1: and away the smartest.

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Speaker 1: He’s the smartest human

being I know that I’ve met.

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Speaker 1: You know, his IQ is off

the charts.

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Speaker 1: If he was ever tested, it

would probably be off the charts.

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Speaker 1: He’s brilliant in so many

ways, but naturally an introvert, 

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Speaker 1:right?

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Speaker 1: He can he can do

incredible selling and connection

through a

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Speaker 1: lot of logic.

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Speaker 1: Talking, and I don’t

know, just it’s something that I’ve

just

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Speaker 1: been very comfortable and

natural with since I was young.

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Speaker 1: But just talking and

being able to sell to people is

something

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Speaker 1: that I probably have.

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Speaker 1: But Shavani’s kind of a

blend of the both of us.

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Speaker 1: We always say that she

got the best parts because she’s the

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Speaker 1:baby.

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Speaker 1: Uh, she has a lot of

intelligence, just like Neil.

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Speaker 1: She’s also extremely

magnetic, also.

220

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Speaker 1: But if it just came down

to silver tongue and selling ice to

221

00:09:06,960 –> 00:09:10,000

Speaker 1: the Eskimos, I think

selfishly I’m gonna have to say

that’s 

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Speaker 1:me.

224

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Speaker: It’s funny every night

because this weekend my wife found a

new

225

00:09:15,840 –> 00:09:19,519

Speaker: country song that she

loves, and she just kept playing it

over

226

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Speaker: and over again.

227

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Speaker: She’s like, I just love it.

228

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Speaker: She goes, because in it in

the song it says, My my father was 

229

00:09:26,080 –> 00:09:30,639

Speaker: uh or a silver tongue, and

my mother was a pistol, and they

made

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Speaker: a real son of a gun.

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Speaker 1: So much there’s so much

logic and reason in country music

lyrics,

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Speaker 1: right?

234

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Speaker 1: Right, it always makes a

lot of sense when you s when you

listen

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Speaker 1: to it.

237

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Speaker: Yeah, that’s awesome.

238

00:09:42,639 –> 00:09:44,320

Speaker: All right, brother.

239

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Speaker: So I want to get down to

business on, you know, like I said

earlier,

240

00:09:49,279 –> 00:09:54,240

Speaker: my my goal is at the end of

every podcast that there’s an you 

241

00:09:54,240 –> 00:09:58,480

Speaker: know a playbook that we can

create that is executable day one 

242

00:09:58,480 –> 00:10:00,879

Speaker: for people that they can

just get started and follow step

one,

243

00:10:00,879 –> 00:10:04,799

Speaker: two, three, four, five,

six, whatever it is, so they can

they 

244

00:10:04,799 –> 00:10:06,399

Speaker: can see results.

245

00:10:06,399 –> 00:10:12,080

Speaker: And you know, we we all

know you can plan like a mother, but

if

246

00:10:12,080 –> 00:10:14,639

Speaker: you don’t execute,

nothing’s gonna get done.

247

00:10:14,639 –> 00:10:20,879

Speaker: And I want to know what it

is, what what’s your one thing that

248

00:10:20,879 –> 00:10:25,840

Speaker: you can say I do really

well, or I can teach people to do

really

249

00:10:25,840 –> 00:10:26,080

Speaker: well.

251

00:10:26,639 –> 00:10:31,120

Speaker 1: I think it’s it’s square

on the opportunity quotient, right?

252

00:10:31,120 –> 00:10:36,480

Speaker 1: Every lender out there at

some point in their business was

either

253

00:10:36,480 –> 00:10:39,360

Speaker 1: stuck with this mindset

or there’s you know, there’s they

they’ve

254

00:10:39,360 –> 00:10:44,559

Speaker 1: come into it thinking

that our flow of business and how

busy

255

00:10:44,559 –> 00:10:46,720

Speaker 1: we’re gonna be and how

productive we’re gonna be is

entirely

256

00:10:46,720 –> 00:10:48,080

Speaker 1: dependent on the rate

environment.

257

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Speaker 1: And that’s putting way

too much control in things that are

outside

258

00:10:53,039 –> 00:10:53,919

Speaker 1: of us, right?

259

00:10:53,919 –> 00:10:57,519

Speaker 1: Instead of actually

seizing control, or that they think

that

260

00:10:57,519 –> 00:11:00,720

Speaker 1: the only way to get

business is by making as many phone

calls

261

00:11:00,720 –> 00:11:04,399

Speaker 1: to real estate agents

that don’t like you and convince

them 

262

00:11:04,399 –> 00:11:06,879

Speaker 1: and convince them to go

to coffee and have a conversation

that

263

00:11:06,879 –> 00:11:10,080

Speaker 1: they don’t want to have

with you, and somehow that that’s

going

264

00:11:10,080 –> 00:11:11,360

Speaker 1: to create business for

you.

265

00:11:11,360 –> 00:11:14,320

Speaker 1: And so it’s kind of like

it’s kind of the way it’s always

been,

266

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Speaker 1: and I was stuck in that

as well.

267

00:11:16,480 –> 00:11:20,320

Speaker 1: But when you take a step

back, because it’s noisy out there,

268

00:11:20,320 –> 00:11:23,440

Speaker 1: right, with everything

happening disruptively, the news

cycle,

269

00:11:23,440 –> 00:11:26,240

Speaker 1: the algorithms and what

they feed you and how distracted we 

270

00:11:26,240 –> 00:11:29,360

Speaker 1: can all get, if you just

take a step back and recognize that

271

00:11:29,360 –> 00:11:33,120

Speaker 1: shelter and the need for

shelter, specifically meaning

housing,

272

00:11:33,120 –> 00:11:34,799

Speaker 1: is never going away.

273

00:11:34,799 –> 00:11:36,240

Speaker 1: It’s never going away.

274

00:11:36,240 –> 00:11:41,039

Speaker 1: As long as human beings

exist, they will continue to get

married,

275

00:11:41,039 –> 00:11:46,720

Speaker 1: have sex, multiply, grow,

downsize, lose people, outgrow, lose

276

00:11:46,720 –> 00:11:47,519

Speaker 1: jobs, whatever.

277

00:11:47,519 –> 00:11:50,720

Speaker 1: Like the need for

shelter, whether it is government

subsidized,

278

00:11:50,720 –> 00:11:55,440

Speaker 1: pay by paid through rent,

or requiring a mortgage, is always

279

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Speaker 1: going to exist.

280

00:11:56,240 –> 00:11:58,799

Speaker 1: So what we do is never

going out of sale because we sell

the

281

00:11:58,799 –> 00:11:59,759

Speaker 1: money for that shelter,

right?

282

00:11:59,759 –> 00:12:00,480

Speaker 1: As mortgage

professionals.

283

00:12:00,480 –> 00:12:02,960

Speaker 1: So we’re always going to

have a job.

284

00:12:02,960 –> 00:12:07,039

Speaker 1: Now, the question then

becomes what kind of a job do you

want

285

00:12:07,039 –> 00:12:07,600

Speaker 1: that to be?

286

00:12:07,600 –> 00:12:09,279

Speaker 1: What’s that going to look

like?

287

00:12:09,279 –> 00:12:13,759

Speaker 1: And if you are entirely

reliant on the rate environment, on 

288

00:12:13,759 –> 00:12:16,480

Speaker 1: the amount of realtors

that you can call, and there’s a lot

289

00:12:16,480 –> 00:12:19,120

Speaker 1: of coaching out there,

sadly, that’s disguised as coaching

that’s

290

00:12:19,120 –> 00:12:22,480

Speaker 1: just basically masking is

making you better at asking for

business.

291

00:12:22,480 –> 00:12:24,480

Speaker 1: You’re basically just

going to get better at begging.

292

00:12:24,480 –> 00:12:25,759

Speaker 1: That’s all it’s teaching

you.

293

00:12:25,759 –> 00:12:28,639

Speaker 1: A more sophisticated way

to beg, which I break with and I

disagree

294

00:12:28,639 –> 00:12:29,039

Speaker 1: with.

295

00:12:29,039 –> 00:12:31,759

Speaker 1: I don’t, I think we do a

huge disservice to anyone in our

industry

296

00:12:31,759 –> 00:12:32,559

Speaker 1: for doing that.

297

00:12:32,559 –> 00:12:33,600

Speaker 1: There are so many other

opportunities.

298

00:12:33,600 –> 00:12:38,159

Speaker 1: So the opportunity

quotient broken down that I like to

talk 

299

00:12:38,159 –> 00:12:39,919

Speaker 1: to all lenders about, and

it’s what I subscribe to.

300

00:12:39,919 –> 00:12:42,480

Speaker 1: And if you’re listening

to this, if you subscribe to it,

everything

301

00:12:42,480 –> 00:12:43,519

Speaker 1: will change for you.

302

00:12:43,519 –> 00:12:46,480

Speaker 1: You will not need, you

don’t even care what rates are

doing.

303

00:12:46,480 –> 00:12:49,200

Speaker 1: You don’t care if you get

the call for those of you that are

304

00:12:49,200 –> 00:12:50,080

Speaker 1: MBS highway people.

305

00:12:50,080 –> 00:12:52,720

Speaker 1: I used to say I get more

calls from Barry than I do my own

mother

306

00:12:52,720 –> 00:12:55,919

Speaker 1: with the alert to lock

calls, you know, like maybe that we

could

307

00:12:55,919 –> 00:12:58,720

Speaker 1: just I talk to Barry and

his team more than I talk to my own

308

00:12:58,720 –> 00:12:59,200

Speaker 1: family, right?

309

00:12:59,200 –> 00:13:02,080

Speaker 1: Like, you won’t even care

what’s going on with that because 

310

00:13:02,080 –> 00:13:04,000

Speaker 1: you’re going to be

creating other opportunities and

doing other

311

00:13:04,000 –> 00:13:07,600

Speaker 1: things that are going to

raise your status and your standing

312

00:13:07,600 –> 00:13:08,240

Speaker 1: in the marketplace.

313

00:13:08,240 –> 00:13:12,639

Speaker 1: So the opportunity

quotient, simply defined, guys, is

visibility

314

00:13:12,639 –> 00:13:15,200

Speaker 1: times value.

315

00:13:15,200 –> 00:13:18,720

Speaker 1: And I say times because

it’s not plus.

316

00:13:18,720 –> 00:13:22,639

Speaker 1: If you have a zero for

either one of those quotients, the

opportunity

317

00:13:22,639 –> 00:13:25,279

Speaker 1: quotient itself is a

zero.

318

00:13:25,279 –> 00:13:28,639

Speaker 1: So you could be the most

visible commodity in your market,

but

319

00:13:28,639 –> 00:13:31,519

Speaker 1: if there’s no real value

to what it is that you bring to the

320

00:13:31,519 –> 00:13:34,000

Speaker 1: marketplace, at some

point people are going to see

through you’re

321

00:13:34,000 –> 00:13:34,799

Speaker 1: not going to have enough

opportunity.

322

00:13:34,799 –> 00:13:37,759

Speaker 1: You could also be the

most valuable guy, the best kept

secret,

323

00:13:37,759 –> 00:13:39,279

Speaker 1: but nobody knows about

you.

324

00:13:39,279 –> 00:13:41,759

Speaker 1: You have no visibility,

you’re still going to have a zero.

325

00:13:41,759 –> 00:13:46,240

Speaker 1: So I’ll break both of

these down and run through them here

as

326

00:13:46,240 –> 00:13:47,759

Speaker 1: we go a little bit

deeper, right?

327

00:13:47,759 –> 00:13:51,600

Speaker 1: Visibility, quite simply

put, is just how many eyeballs are 

328

00:13:51,600 –> 00:13:52,000

Speaker 1: you in front of?

329

00:13:52,000 –> 00:13:53,679

Speaker 1: How many people did you

actually ask for business?

330

00:13:53,679 –> 00:13:55,600

Speaker 1: Where are people finding

you?

331

00:13:55,600 –> 00:13:59,279

Speaker 1: Now, years ago, guys, you

could say that this was kind of

optional.

332

00:13:59,279 –> 00:14:01,360

Speaker 1: You could kind of do it,

you could kind of not.

333

00:14:01,360 –> 00:14:03,600

Speaker 1: You could sit this part

out, you could rely on your

database,

334

00:14:03,600 –> 00:14:07,279

Speaker 1: you could rely on all the

cool tricks that your CRM has, and

335

00:14:07,279 –> 00:14:08,000

Speaker 1: that’s fine.

336

00:14:08,000 –> 00:14:11,840

Speaker 1: Now it’s no longer

optional because the market is just

changing

337

00:14:11,840 –> 00:14:15,279

Speaker 1: and there’s a major

bifurcation like break that’s

actually happening,

338

00:14:15,279 –> 00:14:16,559

Speaker 1: which I’ll talk about

later.

339

00:14:16,559 –> 00:14:20,000

Speaker 1: So your visibility is

entirely in your hands.

340

00:14:20,000 –> 00:14:21,759

Speaker 1: You may not be able to

control who works with you.

341

00:14:21,759 –> 00:14:22,720

Speaker 1: None of us can, right?

342

00:14:22,720 –> 00:14:25,759

Speaker 1: We like to think that we

have 100% control over who’s gonna 

343

00:14:25,759 –> 00:14:28,159

Speaker 1: choose to work with us,

but at the end of the day, there’s

always

344

00:14:28,159 –> 00:14:30,960

Speaker 1: that little bit, that

small percentage where it just

breaks.

345

00:14:30,960 –> 00:14:33,200

Speaker 1: Like everything was

perfect, but for whatever reason

they went

346

00:14:33,200 –> 00:14:36,159

Speaker 1: somewhere else, they

decided on someone else, or they

went, 

347

00:14:36,159 –> 00:14:38,159

Speaker 1: you know, they put their

search on hold, whatever.

348

00:14:38,159 –> 00:14:41,440

Speaker 1: But you do have a hundred

percent control over how visible you

349

00:14:41,440 –> 00:14:41,600

Speaker 1: are.

350

00:14:41,600 –> 00:14:45,840

Speaker 1: Now, I don’t know of any

other way to scale visibility for

now,

351

00:14:45,840 –> 00:14:48,799

Speaker 1: other than using this

device that we have, right?

352

00:14:48,799 –> 00:14:51,679

Speaker 1: Through social and

actually leveraging it through

putting out

353

00:14:51,679 –> 00:14:54,799

Speaker 1: content that can be seen

by hundreds, thousands, tens of

thousands,

354

00:14:54,799 –> 00:14:59,600

Speaker 1: even hundreds of

thousands of sets of eyeballs in

with just 

355

00:14:59,600 –> 00:15:00,320

Speaker 1: one piece of content.

356

00:15:00,320 –> 00:15:03,120

Speaker 1: Now, you might love door

knocking, you might still like

mailers,

357

00:15:03,120 –> 00:15:06,399

Speaker 1: you might like billboards

on the busiest of freeways.

358

00:15:06,399 –> 00:15:08,320

Speaker 1: And sometimes you can get

a billboard at a good premium.

359

00:15:08,320 –> 00:15:11,840

Speaker 1: Whatever your thing is

for visibility, email, newsletters,

whatever,

360

00:15:11,840 –> 00:15:13,200

Speaker 1: you have to do it.

361

00:15:13,200 –> 00:15:16,480

Speaker 1: You have to be the most

visible commodity in your market

because

362

00:15:16,480 –> 00:15:18,159

Speaker 1: that’s what’s gonna give

you a shot.

363

00:15:18,159 –> 00:15:20,240

Speaker 1: If you’re not visible,

you’re dead on arrival.

364

00:15:20,240 –> 00:15:23,840

Speaker 1: Again, I don’t care if

you have the highest IQ, you’re the

most

365

00:15:23,840 –> 00:15:26,559

Speaker 1: brilliant lender out

there, you have the best product,

you might

366

00:15:26,559 –> 00:15:29,200

Speaker 1: have the best interest

rate available to the marketplace if

367

00:15:29,200 –> 00:15:29,759

Speaker 1: that’s what you want to

tell.

368

00:15:29,759 –> 00:15:33,120

Speaker 1: If you’re not visible

enough, at some point you’re gonna

run

369

00:15:33,120 –> 00:15:33,679

Speaker 1: out of gas.

371

00:15:34,399 –> 00:15:38,000

Speaker: I I always used to tell

everybody the biggest insult you

could

372

00:15:38,000 –> 00:15:44,240

Speaker: ever have as a mortgage

advisor is if somebody you know buys

a

373

00:15:44,240 –> 00:15:47,679

Speaker: house and then turns to you

and says, Oh my gosh, I forgot

you’re

374

00:15:47,679 –> 00:15:48,080

Speaker: in loans.

375

00:15:48,080 –> 00:15:50,240

Speaker: No, it’s the worst world.

376

00:15:50,240 –> 00:15:51,039

Speaker: It’s the worst.

377

00:15:51,039 –> 00:15:51,519

Speaker: That’s an insult.

379

00:15:52,080 –> 00:15:52,799

Speaker 1: It hurts so bad.

380

00:15:52,799 –> 00:15:54,399

Speaker 1: And we’ve all had it

happen, right?

381

00:15:54,399 –> 00:15:55,600

Speaker 1: Like it just it stings.

382

00:15:55,600 –> 00:15:58,399

Speaker 1: You’re like, oh my God,

this was such an opportunity to have

383

00:15:58,399 –> 00:16:02,480

Speaker 1: helped a friend, another

transaction, another opportunity,

another

384

00:16:02,480 –> 00:16:06,320

Speaker 1: uh, you know, another an

uh another uh quotient of revenue.

385

00:16:06,320 –> 00:16:08,159

Speaker 1: Like I missed out on all

that, right?

386

00:16:08,159 –> 00:16:10,240

Speaker 1: And just but again, the

chance to help somebody out.

387

00:16:10,240 –> 00:16:13,759

Speaker 1: So the visibility part,

guys, hugely important if you want

to

388

00:16:13,759 –> 00:16:17,279

Speaker 1: avoid, you know,

scenarios like that, what Dino and I

just discussed,

389

00:16:17,279 –> 00:16:18,480

Speaker 1: as well as others, right?

390

00:16:18,480 –> 00:16:21,759

Speaker 1: Like the amount of

opportunity that’s out there in the

market

391

00:16:21,759 –> 00:16:25,200

Speaker 1: is gonna have a direct

correlation to just how visible you

are.

392

00:16:25,200 –> 00:16:28,159

Speaker 1: And oftentimes, if you’re

not getting as much opportunity, if

393

00:16:28,159 –> 00:16:30,240

Speaker 1: you’re looking at your

business now, you’re like, hmm,

there’s

394

00:16:30,240 –> 00:16:31,679

Speaker 1: not a lot coming in.

395

00:16:31,679 –> 00:16:34,639

Speaker 1: The lead flow, the amount

of people that are shopping seems 

396

00:16:34,639 –> 00:16:34,879

Speaker 1: to be down.

397

00:16:34,879 –> 00:16:36,240

Speaker 1: I’ll just finish this

quick thought, Dino.

398

00:16:36,240 –> 00:16:39,279

Speaker 1: It’s likely if you look

closer, guys, and take a look under 

399

00:16:39,279 –> 00:16:41,279

Speaker 1: the hood, the visibility

part’s just not there.

400

00:16:41,279 –> 00:16:42,879

Speaker 1: Not enough people know

that you do what you do.

401

00:16:42,879 –> 00:16:43,679

Speaker 1: Go ahead, Dino.

402

00:16:43,679 –> 00:16:44,159

Speaker 1: Sorry.

404

00:16:44,720 –> 00:16:48,960

Speaker: Yeah, so um, I have a bunch

of questions, and and you tell me 

405

00:16:48,960 –> 00:16:51,600

Speaker: how how is how I can serve

it best?

406

00:16:51,600 –> 00:16:54,720

Speaker: Because do you want me to

jump in with a bunch of questions on

407

00:16:54,720 –> 00:16:57,279

Speaker: visibility, or do you want

to finish everything and then we go

408

00:16:57,279 –> 00:16:58,559

Speaker: back and dissect it all?

409

00:16:58,559 –> 00:17:00,399

Speaker: Let’s uh I don’t want to

ruin your flow.

411

00:17:00,799 –> 00:17:03,440

Speaker 1: No, no, we can talk

visibility and then you can segue

and say,

412

00:17:03,440 –> 00:17:06,559

Speaker 1: hey, now tell me about

the second half of the quotient, and

413

00:17:06,559 –> 00:17:07,200

Speaker 1: I’ll get into value.

415

00:17:08,000 –> 00:17:11,519

Speaker: So when you say visibility,

right, there’s there’s a million

different

416

00:17:11,519 –> 00:17:12,319

Speaker: ways to have visibility.

417

00:17:12,319 –> 00:17:13,759

Speaker: You mentioned a whole bunch

of them.

418

00:17:13,759 –> 00:17:17,279

Speaker: It could be a darn

billboard for you know, for all I

care, it’s

419

00:17:17,279 –> 00:17:17,839

Speaker: still visibility.

420

00:17:17,839 –> 00:17:26,079

Speaker: Um, but but is there a

cadence or something that everybody

should

421

00:17:26,079 –> 00:17:29,119

Speaker: be doing, like kind of like

the basics that everybody should be

422

00:17:29,119 –> 00:17:29,279

Speaker: doing?

423

00:17:29,279 –> 00:17:32,240

Speaker: And then let’s let’s kind

of break that down.

424

00:17:32,240 –> 00:17:36,799

Speaker: Like, you know, let’s just

say, for example, um texting or

emailing

425

00:17:36,799 –> 00:17:41,200

Speaker: your clients um every three

months, or for prospecting purposes,

426

00:17:41,200 –> 00:17:43,440

Speaker: like people that haven’t

used you yet.

427

00:17:43,440 –> 00:17:47,039

Speaker: Is there something they

should be doing it for visibility to

get

428

00:17:47,039 –> 00:17:47,359

Speaker: there?

429

00:17:47,359 –> 00:17:50,079

Speaker: That’s what are the the

best ways, yeah.

431

00:17:50,400 –> 00:17:53,279

Speaker 1: I think there’s certain

metrics you can apply to actual like

432

00:17:53,279 –> 00:17:56,319

Speaker 1: business tools, like

whether it’s your CRM, right?

433

00:17:56,319 –> 00:17:59,039

Speaker 1: You’ve got a broadcast

message that goes out, or you have

your

434

00:17:59,039 –> 00:18:02,079

Speaker 1: email newsletter and it

goes out every other week, right?

435

00:18:02,079 –> 00:18:06,480

Speaker 1: Those are tools in terms

of daily, daily non-negotiables.

436

00:18:06,480 –> 00:18:08,319

Speaker 1: And this is what I do.

437

00:18:08,319 –> 00:18:11,039

Speaker 1: I’m an open book with

this stuff, so I always share

because 

438

00:18:11,039 –> 00:18:12,079

Speaker 1: I’m nothing special,

guys.

439

00:18:12,079 –> 00:18:14,000

Speaker 1: Like what I’m doing,

anybody can do it.

440

00:18:14,000 –> 00:18:16,960

Speaker 1: And I, and in fact, I’m

imploring you to do it because I

care

441

00:18:16,960 –> 00:18:17,440

Speaker 1: about this industry.

442

00:18:17,440 –> 00:18:21,119

Speaker 1: Like, I care about the

unsung hero of every transaction,

which

443

00:18:21,119 –> 00:18:22,559

Speaker 1: is the mortgage lender,

right?

444

00:18:22,559 –> 00:18:26,160

Speaker 1: All of us, like in

earning that, regaining that respect

and 

445

00:18:26,160 –> 00:18:26,960

Speaker 1: that status in the

marketplace.

446

00:18:26,960 –> 00:18:28,880

Speaker 1: Like it’s gonna come down

to this.

447

00:18:28,880 –> 00:18:34,960

Speaker 1: You have to put out some

form of content every single day.

448

00:18:34,960 –> 00:18:35,680

Speaker 1: It’s non-negotiable.

449

00:18:35,680 –> 00:18:39,519

Speaker 1: For me, that means four

to six stories that are on my

Instagram.

450

00:18:39,519 –> 00:18:41,680

Speaker 1: And if you know me,

that’s probably the way we can.

451

00:18:41,680 –> 00:18:42,880

Speaker 1: That’s how Dino and I

connected.

452

00:18:42,880 –> 00:18:47,039

Speaker 1: That’s how we, you know,

that’s kind of how this encounter

that

453

00:18:47,039 –> 00:18:48,079

Speaker 1: we’re having right now

manifested.

454

00:18:48,079 –> 00:18:50,000

Speaker 1: It was through a back and

forth on Instagram.

455

00:18:50,000 –> 00:18:52,799

Speaker 1: And most lenders spend a

lot of time on there, also.

456

00:18:52,799 –> 00:18:56,799

Speaker 1: You need to be putting

out four to six stories a day,

talking

457

00:18:56,799 –> 00:19:00,240

Speaker 1: about the people you

help, the scenarios that you’re in,

the

458

00:19:00,240 –> 00:19:02,559

Speaker 1: problems that you’re

seeing, the problems that you’re

solving,

459

00:19:02,559 –> 00:19:05,839

Speaker 1: what you’re, you know,

things about your personal life, you

460

00:19:05,839 –> 00:19:07,599

Speaker 1: know, things that make

you uniquely you.

461

00:19:07,599 –> 00:19:10,400

Speaker 1: Like just share, just let

that’s where you let everyone really

462

00:19:10,400 –> 00:19:11,359

Speaker 1: get to know you, right?

463

00:19:11,359 –> 00:19:13,440

Speaker 1: That’s where they get to

look under the hood with you or come

464

00:19:13,440 –> 00:19:14,000

Speaker 1: behind the curtain.

465

00:19:14,000 –> 00:19:15,440

Speaker 1: That’s what your stories

are for.

466

00:19:15,440 –> 00:19:19,759

Speaker 1: In terms of content

itself, I personally put out two to

three

467

00:19:19,759 –> 00:19:24,079

Speaker 1: pieces a day in my feed

because I’m on a mission right now

to

468

00:19:24,079 –> 00:19:25,759

Speaker 1: cut through a lot of

noise because it’s very noisy.

469

00:19:25,759 –> 00:19:28,559

Speaker 1: I’m also testing some

different things right now at this

particular

470

00:19:28,559 –> 00:19:33,279

Speaker 1: stage in my content

journey, you know, on my online

brand journey.

471

00:19:33,279 –> 00:19:34,640

Speaker 1: So that’s why I’m doing

that.

472

00:19:34,640 –> 00:19:36,160

Speaker 1: You don’t have to do two

to three a day.

473

00:19:36,160 –> 00:19:38,720

Speaker 1: You could do one a day,

you could do two a week.

474

00:19:38,720 –> 00:19:40,640

Speaker 1: Whatever it is, just do

it consistently.

475

00:19:40,640 –> 00:19:42,720

Speaker 1: Like that’s the most

important thing.

476

00:19:42,720 –> 00:19:45,440

Speaker 1: I would, again, my urge

to you is that you put out something

477

00:19:45,440 –> 00:19:46,240

Speaker 1: every single day.

478

00:19:46,240 –> 00:19:48,799

Speaker 1: If you can’t do that, or

just that the way it works out, and

479

00:19:48,799 –> 00:19:51,039

Speaker 1: you’re like, I get up,

you know, I put out three videos a

week.

480

00:19:51,039 –> 00:19:51,680

Speaker 1: Okay, great.

481

00:19:51,680 –> 00:19:52,960

Speaker 1: Don’t deviate from that.

482

00:19:52,960 –> 00:19:53,759

Speaker 1: Three is your baseline.

483

00:19:53,759 –> 00:19:55,440

Speaker 1: You better do three the

next week.

484

00:19:55,440 –> 00:19:56,720

Speaker 1: You better do three the

next week.

485

00:19:56,720 –> 00:19:58,960

Speaker 1: And if you bump it up to

four, now four is your new baseline.

486

00:19:58,960 –> 00:20:03,759

Speaker 1: The point is, you just

have to be extremely and violently

consistent.

487

00:20:03,759 –> 00:20:06,559

Speaker 1: I say violent because

each piece of content and each thing

you

488

00:20:06,559 –> 00:20:08,240

Speaker 1: share is like hitting the

market with something.

489

00:20:08,240 –> 00:20:09,519

Speaker 1: So that’s where I talk

violence.

490

00:20:09,519 –> 00:20:12,960

Speaker 1: Like you need to be

hitting the market with something

every 

491

00:20:12,960 –> 00:20:14,319

Speaker 1: single day and doing it

consistently.

492

00:20:14,319 –> 00:20:20,079

Speaker 1: If you do this for six

months straight, I promise you,

almost

493

00:20:20,079 –> 00:20:23,119

Speaker 1: every metric in your

business, not to mention how you

feel about

494

00:20:23,119 –> 00:20:25,680

Speaker 1: yourself and how you feel

about the business and the industry

495

00:20:25,680 –> 00:20:27,279

Speaker 1: is gonna radically

change.

497

00:20:29,759 –> 00:20:31,599

Speaker: Now, let me dig into that

one a little bit.

498

00:20:31,599 –> 00:20:37,279

Speaker: I love the the adjective

violently.

499

00:20:37,279 –> 00:20:41,039

Speaker: That’s great, by the way.

500

00:20:41,039 –> 00:20:46,720

Speaker: Um okay, so earlier at the

very beginning, I had said I was

doing

501

00:20:46,720 –> 00:20:48,880

Speaker: stuff and I was getting

like 50% output.

502

00:20:48,880 –> 00:20:53,440

Speaker: And and my goal, I I

redefined everything I’m doing.

503

00:20:53,440 –> 00:20:56,880

Speaker: I’m changing everything so

much so because I have a goal to get

504

00:20:56,880 –> 00:20:57,200

Speaker: to 80%.

505

00:20:57,200 –> 00:21:00,160

Speaker: I think it’s very difficult

to be at 100.

506

00:21:00,160 –> 00:21:02,480

Speaker: And I think of 80 is

extremely successful.

507

00:21:02,480 –> 00:21:07,359

Speaker: 100 everything above it is

just absolute gold, every single

percent

508

00:21:07,359 –> 00:21:08,240

Speaker: that goes up.

509

00:21:08,240 –> 00:21:12,240

Speaker: But there’s I’ll tell you

my my piece.

510

00:21:12,240 –> 00:21:16,799

Speaker: Um we did the video, we did

we do the podcast, and then we were

511

00:21:16,799 –> 00:21:19,599

Speaker: just clipping all these

potential shorts out of it, and we

were

512

00:21:19,599 –> 00:21:22,880

Speaker: putting them up, and and it

just man, it it wasn’t getting

anything.

513

00:21:22,880 –> 00:21:27,359

Speaker: And you know, I was being

lazy because hey, I did this long

form

514

00:21:27,359 –> 00:21:30,160

Speaker: content, then we’d break it

up and we’d have all these shorts 

515

00:21:30,160 –> 00:21:33,359

Speaker: everywhere, and we did what

we did, and and it and it worked on

516

00:21:33,359 –> 00:21:34,240

Speaker: the podcast side.

517

00:21:34,240 –> 00:21:35,839

Speaker: We were getting we’re

getting all these downloads.

518

00:21:35,839 –> 00:21:39,119

Speaker: I think we’re getting close

to about 80,000 a month right now,

519

00:21:39,119 –> 00:21:42,559

Speaker: and YouTube’s picked up

quite a bit, so YouTube’s getting

there,

520

00:21:42,559 –> 00:21:46,799

Speaker: but on on Instagram, it’s

just not it’s not hitting.

521

00:21:46,799 –> 00:21:50,559

Speaker: And and then I sat and I

went, you know what?

522

00:21:50,559 –> 00:21:53,200

Speaker: I’m not doing this to the

fullest potential, right?

523

00:21:53,200 –> 00:21:56,319

Speaker: So doing it is one thing,

and it’s better than doing nothing.

524

00:21:56,319 –> 00:21:59,119

Speaker: But then how do we do it

better?

525

00:21:59,119 –> 00:22:02,000

Speaker: And that’s where I’m going

to go with the specific question.

526

00:22:02,000 –> 00:22:08,319

Speaker: But for example, in my

studying of how to get more output,

I realized

527

00:22:08,319 –> 00:22:13,200

Speaker: so the shorts that I’m

doing, we started grading them all.

528

00:22:13,200 –> 00:22:16,720

Speaker: And if it’s not an A or

better, then we’re just not going to

do

529

00:22:16,720 –> 00:22:16,880

Speaker: it.

530

00:22:16,880 –> 00:22:21,359

Speaker: I decided I’m not going to

put out slop just to put something 

531

00:22:21,359 –> 00:22:21,359

Speaker:out.

532

00:22:21,359 –> 00:22:22,319

Speaker: Just to put something out.

533

00:22:22,319 –> 00:22:26,640

Speaker: Up until now, that’s fine

because it was better than nothing.

534

00:22:26,640 –> 00:22:31,599

Speaker: But now that I’ve finally

elevated, I it’s time I spent a

little

535

00:22:31,599 –> 00:22:32,000

Speaker: more effort.

536

00:22:32,000 –> 00:22:37,359

Speaker: And and and you can stop me

or correct me or or enhance on it.

537

00:22:37,359 –> 00:22:42,000

Speaker: But now it’s like, hey, we

got to shorten these clips up a

little

538

00:22:42,000 –> 00:22:42,240

Speaker: bit.

539

00:22:42,240 –> 00:22:44,400

Speaker: We got to have a real hook.

540

00:22:44,400 –> 00:22:47,759

Speaker: So we got to put some

thought into what that hook looks

like for

541

00:22:47,759 –> 00:22:48,319

Speaker: three seconds.

542

00:22:48,319 –> 00:22:51,920

Speaker: Somebody’s got to stay on

there because the hook got them.

543

00:22:51,920 –> 00:22:55,759

Speaker: We got to have solid enough

content, which means take out the 

544

00:22:55,759 –> 00:23:00,160

Speaker: ums, you know, take out

this, take out that, and and boom,

nail

545

00:23:00,160 –> 00:23:00,799

Speaker: it immediately.

546

00:23:00,799 –> 00:23:05,440

Speaker: You don’t have to fluff or

do just nail it and then call to

action.

547

00:23:05,440 –> 00:23:11,519

Speaker: So that’s our new format is

hook content call to action.

548

00:23:11,519 –> 00:23:14,640

Speaker: And it has to follow all

that, and and it has to be good

enough

549

00:23:14,640 –> 00:23:19,440

Speaker: to have an A-level, you

know, clip, or don’t do it at all.

550

00:23:19,440 –> 00:23:24,000

Speaker: And if I don’t get any

A-level clips out of the podcast,

then 

551

00:23:24,000 –> 00:23:24,880

Speaker: I need to supplement.

552

00:23:24,880 –> 00:23:28,720

Speaker: I’m going to go in and just

create something brand new and stop

553

00:23:28,720 –> 00:23:31,279

Speaker: being lazy so that I can I

can have something.

554

00:23:31,279 –> 00:23:33,680

Speaker: Does that sound

appropriate?

555

00:23:33,680 –> 00:23:36,720

Speaker: And I don’t want to

overwhelm somebody that’s not doing

anything.

556

00:23:36,720 –> 00:23:38,559

Speaker: Don’t put that much thought

into it.

557

00:23:38,559 –> 00:23:39,519

Speaker: Just get going, probably.

558

00:23:39,519 –> 00:23:42,240

Speaker: But maybe we can enhance on

that a little bit.

560

00:23:42,640 –> 00:23:46,000

Speaker 1: I think you just went

through the natural journey of what

all

561

00:23:46,000 –> 00:23:46,960

Speaker 1: of us are supposed to do.

562

00:23:46,960 –> 00:23:49,599

Speaker 1: Because if you’re looking

under the hood, like you’re all

you’re

563

00:23:49,599 –> 00:23:51,279

Speaker 1: supposed to do as a

business owner, right?

564

00:23:51,279 –> 00:23:53,119

Speaker 1: Like be better than a

robot.

565

00:23:53,119 –> 00:23:55,200

Speaker 1: A robot just does the

same thing.

566

00:23:55,200 –> 00:23:58,240

Speaker 1: I mean, that expression

now carries a little different

meaning

567

00:23:58,240 –> 00:24:00,480

Speaker 1: there because there

actually are robots that are doing

things.

568

00:24:00,480 –> 00:24:03,200

Speaker 1: But when I say don’t be

don’t be a robot in the sense of

like

569

00:24:03,200 –> 00:24:06,319

Speaker 1: just doing the same

thing, you know, day after day after

day,

570

00:24:06,319 –> 00:24:09,200

Speaker 1: and not really looking at

what’s working versus what’s not.

571

00:24:09,200 –> 00:24:11,359

Speaker 1: Dino, you’re 100% spot

on.

572

00:24:11,359 –> 00:24:13,759

Speaker 1: In the beginning, you’re

not worried about something that’s 

573

00:24:13,759 –> 00:24:13,759

Speaker 1:perfect.

574

00:24:13,759 –> 00:24:14,960

Speaker 1: You just need to get it

done.

575

00:24:14,960 –> 00:24:16,319

Speaker 1: Better done than perfect,

right?

576

00:24:16,319 –> 00:24:17,680

Speaker 1: I heard my brother say

that a lot.

577

00:24:17,680 –> 00:24:19,119

Speaker 1: Better done than perfect.

578

00:24:19,119 –> 00:24:21,920

Speaker 1: You’ll never get paid or

never get discovered for the thing 

579

00:24:21,920 –> 00:24:24,480

Speaker 1: that stays in your camera

role or the idea that stays in your

580

00:24:24,480 –> 00:24:24,559

Speaker 1: head.

581

00:24:24,559 –> 00:24:27,200

Speaker 1: You got to put it out

there, even if it’s sloppy or messy,

and

582

00:24:27,200 –> 00:24:27,759

Speaker 1: it’s going to be.

583

00:24:27,759 –> 00:24:29,759

Speaker 1: Like, let me just rip the

band-aid off for you right now.

584

00:24:29,759 –> 00:24:31,759

Speaker 1: Like, as you’re getting

started with this stuff, you will

suck.

585

00:24:31,759 –> 00:24:32,960

Speaker 1: It will be cringe.

586

00:24:32,960 –> 00:24:38,880

Speaker 1: But your ability to

tolerate putting out cringe, the

greater

587

00:24:38,880 –> 00:24:42,079

Speaker 1: that that ability is, and

the greater the capacity you have 

588

00:24:42,079 –> 00:24:44,640

Speaker 1: for that, for you know,

being able to stand watching

yourself

589

00:24:44,640 –> 00:24:48,079

Speaker 1: do that is going to

directly correlate to how successful

you’re

590

00:24:48,079 –> 00:24:49,200

Speaker 1: going to be in this

journey, right?

591

00:24:49,200 –> 00:24:52,000

Speaker 1: If you don’t have much

appetite for that, it’s going to be

short-lived,

592

00:24:52,000 –> 00:24:54,319

Speaker 1: I promise you, because

you won’t do the things that you

need

593

00:24:54,319 –> 00:24:55,440

Speaker 1: to do to be part of this

journey.

594

00:24:55,440 –> 00:24:58,079

Speaker 1: So in the beginning, yes,

as you stated, Dino, with the short

595

00:24:58,079 –> 00:25:00,880

Speaker 1: form content, you were

putting out stuff, but then you

stopped

596

00:25:00,880 –> 00:25:01,839

Speaker 1: and looked at it.

597

00:25:01,839 –> 00:25:02,720

Speaker 1: That’s the key.

598

00:25:02,720 –> 00:25:04,400

Speaker 1: Most people don’t stop to

look at it.

599

00:25:04,400 –> 00:25:07,839

Speaker 1: They just either quit

because they don’t see it as working

or

600

00:25:07,839 –> 00:25:10,480

Speaker 1: not working, like it’s a

zero-sum game, or they just continue

601

00:25:10,480 –> 00:25:11,920

Speaker 1: doing the slop, right?

602

00:25:11,920 –> 00:25:14,079

Speaker 1: But in the beginning it

was sloppy because you were just

trying,

603

00:25:14,079 –> 00:25:16,160

Speaker 1: you need to throw some

stuff at the wall and see what

sticks.

604

00:25:16,160 –> 00:25:19,200

Speaker 1: Then you looked at it

closer and you’re like, this isn’t

performing.

605

00:25:19,200 –> 00:25:19,759

Speaker 1: Why?

606

00:25:19,759 –> 00:25:22,480

Speaker 1: You started asking the

questions, which is what every

content

607

00:25:22,480 –> 00:25:23,680

Speaker 1: creator needs to do.

608

00:25:23,680 –> 00:25:24,799

Speaker 1: What do we need to tweak?

609

00:25:24,799 –> 00:25:25,759

Speaker 1: What do we need to do?

610

00:25:25,759 –> 00:25:28,640

Speaker 1: Because clearly we know

there’s a success pathway here.

611

00:25:28,640 –> 00:25:30,480

Speaker 1: It’s not like we’re doing

something that hasn’t been done.

612

00:25:30,480 –> 00:25:31,519

Speaker 1: Many people are doing it.

613

00:25:31,519 –> 00:25:32,319

Speaker 1: So why not us?

614

00:25:32,319 –> 00:25:33,119

Speaker 1: What are we missing?

615

00:25:33,119 –> 00:25:36,079

Speaker 1: You did that, you made

those tweaks, you made those

enhancements,

616

00:25:36,079 –> 00:25:37,680

Speaker 1: and now things are

working.

617

00:25:37,680 –> 00:25:39,440

Speaker 1: So that’s what everybody

needs to do.

618

00:25:39,440 –> 00:25:42,160

Speaker 1: In the beginning, just

get started, put things out because

it’s

619

00:25:42,160 –> 00:25:43,839

Speaker 1: a it’s a muscle you need

to develop, right?

620

00:25:43,839 –> 00:25:46,079

Speaker 1: When you go to the gym,

you’re not gonna have your routine

nailed

621

00:25:46,079 –> 00:25:46,559

Speaker 1: down.

622

00:25:46,559 –> 00:25:50,960

Speaker 1: You probably need you’re

first gonna go and do some things

that

623

00:25:50,960 –> 00:25:53,920

Speaker 1: you saw either through

Instagram or TikTok videos or stuff

that

624

00:25:53,920 –> 00:25:56,480

Speaker 1: you thought, or you

remember that weights class you had

back

625

00:25:56,480 –> 00:25:59,440

Speaker 1: in high school, and

you’re gonna do go do stuff, and

it’ll look

626

00:25:59,440 –> 00:26:00,079

Speaker 1: really odd.

627

00:26:00,079 –> 00:26:01,599

Speaker 1: It’s almost gonna be

cringe.

628

00:26:01,599 –> 00:26:04,240

Speaker 1: You know, we’ve all seen

those kinds of people at the gym.

629

00:26:04,240 –> 00:26:05,680

Speaker 1: You’re like, this is

clearly their first day.

630

00:26:05,680 –> 00:26:06,880

Speaker 1: They’re just trying

things out.

631

00:26:06,880 –> 00:26:10,640

Speaker 1: Then what you probably do

is you hire a trainer, and then a 

632

00:26:10,640 –> 00:26:11,759

Speaker 1: trainer gives you

systems, right?

633

00:26:11,759 –> 00:26:14,319

Speaker 1: Or you get a mentor with

when it comes to this stuff, and

then

634

00:26:14,319 –> 00:26:16,240

Speaker 1: you learn, or you’re

looking at other people and saying,

How

635

00:26:16,240 –> 00:26:16,799

Speaker 1: are they doing it?

636

00:26:16,799 –> 00:26:18,000

Speaker 1: What do we need to do

better?

637

00:26:18,000 –> 00:26:20,880

Speaker 1: Then you make some

tweaks, and then you’ll either

continue with

638

00:26:20,880 –> 00:26:23,200

Speaker 1: the trainer and continue

to get better, or now you’ve got a 

639

00:26:23,200 –> 00:26:23,200

Speaker 1:routine.

640

00:26:23,200 –> 00:26:25,279

Speaker 1: You know, Mondays, this

is my workout.

641

00:26:25,279 –> 00:26:27,039

Speaker 1: Tuesdays, this is my

workout.

642

00:26:27,039 –> 00:26:29,680

Speaker 1: You’ve got a system

because you were analyzing and

looking at

643

00:26:29,680 –> 00:26:29,759

Speaker 1: it.

644

00:26:29,759 –> 00:26:31,359

Speaker 1: It’s the same thing with

this stuff.

645

00:26:31,359 –> 00:26:32,640

Speaker 1: It’s a muscle that you

develop.

646

00:26:32,640 –> 00:26:36,480

Speaker 1: You get into better

shape, digital shape, I like to say,

digital

647

00:26:36,480 –> 00:26:37,759

Speaker 1: conditioning and shape.

648

00:26:37,759 –> 00:26:41,119

Speaker 1: And then as you do that,

you’ll just continually refine it.

649

00:26:41,119 –> 00:26:43,440

Speaker 1: I can’t even, I’ve been

doing this now seven or eight years.

650

00:26:43,440 –> 00:26:45,599

Speaker 1: I can’t look at the

videos I did a year ago.

651

00:26:45,599 –> 00:26:47,279

Speaker 1: I’ll cringe at those,

right?

652

00:26:47,279 –> 00:26:50,000

Speaker 1: You’re gonna constantly

evolve, you’re gonna, your style is 

653

00:26:50,000 –> 00:26:52,640

Speaker 1: gonna change, you’re

gonna develop new habits, new

tendencies,

654

00:26:52,640 –> 00:26:55,119

Speaker 1: new different ways of

executing on this stuff.

655

00:26:55,119 –> 00:26:56,480

Speaker 1: And that’s part of the

game.

656

00:26:56,480 –> 00:26:59,680

Speaker 1: It doesn’t end, it’s

constantly ever evolving, I like to

say.

657

00:26:59,680 –> 00:27:03,680

Speaker 1: So it’s a very

long-winded answer to your

questions, you know.

658

00:27:03,680 –> 00:27:05,440

Speaker 1: But you you summarized it

perfectly.

659

00:27:05,440 –> 00:27:07,039

Speaker 1: There isn’t anything to

change there.

660

00:27:07,039 –> 00:27:09,920

Speaker 1: You did it, you looked at

it, you said what needs to be

tweaked,

661

00:27:09,920 –> 00:27:11,200

Speaker 1: and now you’re doing it

that way.

662

00:27:11,200 –> 00:27:12,799

Speaker 1: And that’s what everybody

needs to do.

664

00:27:13,440 –> 00:27:15,839

Speaker: Yeah, you know, I’ll I’ll

add something to that as well.

665

00:27:15,839 –> 00:27:19,599

Speaker: I usually tell everybody

when they’re getting started, like,

this

666

00:27:19,599 –> 00:27:20,079

Speaker: is your opportunity.

667

00:27:20,079 –> 00:27:26,000

Speaker: You got a clean canvas, you

can create anything you want, but 

668

00:27:26,000 –> 00:27:30,480

Speaker: first you need to decide

who do you want people to know that

you

669

00:27:30,480 –> 00:27:30,720

Speaker: are?

670

00:27:30,720 –> 00:27:32,160

Speaker: Like, who are you?

671

00:27:32,160 –> 00:27:37,680

Speaker: And and then make sure you

stick to that lane of being

consistent

672

00:27:37,680 –> 00:27:39,759

Speaker: about being that guy.

673

00:27:39,759 –> 00:27:45,519

Speaker: Now it’s a careful little

piece here, though, is like are you 

674

00:27:45,519 –> 00:27:49,359

Speaker: you you can you can help so

you can create content that tells 

675

00:27:49,359 –> 00:27:51,839

Speaker: people this is who you are,

but if that’s not who you really

are,

676

00:27:51,839 –> 00:27:55,359

Speaker: it’s a slippery slope

because you’re not being authentic.

677

00:27:55,359 –> 00:27:59,839

Speaker: And and I think the the

number one key here is to be

authentic.

678

00:27:59,839 –> 00:28:04,720

Speaker: The more you can be

yourself, the more you’re gonna piss

people

679

00:28:04,720 –> 00:28:07,839

Speaker: off, and the more you’re

going to attract people, and that’s

okay.

680

00:28:07,839 –> 00:28:11,920

Speaker: And I think that’s the

piece most people need to get over

is you’re

681

00:28:11,920 –> 00:28:15,119

Speaker: you’re trying to create

your tribe, like that’s exactly what

you’re

682

00:28:15,119 –> 00:28:15,839

Speaker: trying to do.

683

00:28:15,839 –> 00:28:20,559

Speaker: Stop trying to appease

everybody, you’re better off niching

down

684

00:28:20,559 –> 00:28:23,359

Speaker: and and create a tribe.

686

00:28:24,640 –> 00:28:27,359

Speaker 1: Yeah, when you market to

everyone, you connect with no one.

687

00:28:27,359 –> 00:28:28,000

Speaker 1: That’s the truth.

688

00:28:28,000 –> 00:28:31,200

Speaker 1: Like if you try and be

broad in general, it just doesn’t

stick.

689

00:28:31,200 –> 00:28:33,039

Speaker 1: You gotta have like some

kind of focus.

690

00:28:33,039 –> 00:28:35,200

Speaker 1: It’s okay in the

beginning because again, you’re

trying things,

691

00:28:35,200 –> 00:28:37,599

Speaker 1: you’re throwing some

stuff at the wall to see what

sticks, and

692

00:28:37,599 –> 00:28:40,240

Speaker 1: also you’re trying to

develop that muscle, like I said.

693

00:28:40,240 –> 00:28:44,960

Speaker 1: But once you find that,

and the quicker that you find that, 

694

00:28:44,960 –> 00:28:47,839

Speaker 1: the faster you get to the

point of being able to niche down 

695

00:28:47,839 –> 00:28:50,960

Speaker 1: and speak directly to the

through this camera, through this 

696

00:28:50,960 –> 00:28:53,440

Speaker 1: lens, two-dimensionally,

to someone specifically.

697

00:28:53,440 –> 00:28:57,920

Speaker 1: Um, the once you make

that transition, everything will

start

698

00:28:57,920 –> 00:28:58,240

Speaker 1: to change.

699

00:28:58,240 –> 00:29:00,400

Speaker 1: And that’s when you’ll

pierce through, that’s when you’ll

have

700

00:29:00,400 –> 00:29:02,400

Speaker 1: the breakthrough, that’s

when you’ll have growth, you’ll have

701

00:29:02,400 –> 00:29:03,599

Speaker 1: better reach, better

engagement.

702

00:29:03,599 –> 00:29:06,400

Speaker 1: Because everything’s

general for lenders right now.

703

00:29:06,400 –> 00:29:07,359

Speaker 1: Like, here’s the classic

case.

704

00:29:07,359 –> 00:29:09,839

Speaker 1: Like, how many more times

can you see a video about the fact

705

00:29:09,839 –> 00:29:12,160

Speaker 1: that you don’t need to

put down 20% to buy a home?

706

00:29:12,160 –> 00:29:14,079

Speaker 1: It’s what everybody’s

saying, right?

707

00:29:14,079 –> 00:29:18,000

Speaker 1: But if you want to talk

specifically to financially affluent

708

00:29:18,000 –> 00:29:20,559

Speaker 1: clients and say, did you

know the PMI is actually a weapon?

709

00:29:20,559 –> 00:29:24,559

Speaker 1: It’s a secret that rich

people use and it gets a bad rap.

710

00:29:24,559 –> 00:29:26,160

Speaker 1: Now I’m talking

specifically, right?

711

00:29:26,160 –> 00:29:28,559

Speaker 1: That’s what that’s just a

little one hack or one example.

712

00:29:28,559 –> 00:29:32,559

Speaker 1: But being very specific

and niching down is key.

713

00:29:32,559 –> 00:29:36,000

Speaker 1: And the faster you get to

that stage, the faster you’re gonna

714

00:29:36,000 –> 00:29:36,799

Speaker 1: start to have your

breakthroughs.

716

00:29:38,319 –> 00:29:44,160

Speaker: So let’s um stay on the

topic of you know visibility, but

yeah,

717

00:29:44,160 –> 00:29:46,480

Speaker: I want to talk about

platforms now.

718

00:29:46,480 –> 00:29:48,799

Speaker: You you know, it seems like

your Instagram.

719

00:29:48,799 –> 00:29:52,000

Speaker: Um, I’m trying to hit all

the platforms.

720

00:29:52,000 –> 00:29:57,279

Speaker: I can clearly see that

Facebook does better for me than any

of

721

00:29:57,279 –> 00:29:58,000

Speaker: the other ones.

722

00:29:58,000 –> 00:30:02,720

Speaker: Uh, but what’s your thought

process on all these different

platforms?

723

00:30:02,720 –> 00:30:04,400

Speaker: Do you have to hit them

all?

724

00:30:04,400 –> 00:30:07,599

Speaker: Should you just kind of

like kill that noise with all of

them 

725

00:30:07,599 –> 00:30:09,200

Speaker: and really start focusing

on one?

726

00:30:09,200 –> 00:30:11,200

Speaker: Where’s your opinion on

that?

728

00:30:11,680 –> 00:30:14,000

Speaker 1: I think initially you

want to start with one.

729

00:30:14,000 –> 00:30:16,640

Speaker 1: And the one that you want

to start with is the one that you 

730

00:30:16,640 –> 00:30:19,680

Speaker 1: spend the most time on as

a consumer of content, because you

731

00:30:19,680 –> 00:30:23,279

Speaker 1: already know what it’s

like from an experience standpoint

to

732

00:30:23,279 –> 00:30:24,240

Speaker 1: absorb content.

733

00:30:24,240 –> 00:30:27,839

Speaker 1: How you scroll, what gets

you to stop, how much time do you 

734

00:30:27,839 –> 00:30:30,640

Speaker 1: tend to spend, how

intentional are you with absorbing

content,

735

00:30:30,640 –> 00:30:33,599

Speaker 1: or is it just quick

hitting and fast entertaining and

mindless,

736

00:30:33,599 –> 00:30:35,839

Speaker 1: you know, mindless

connection or uh attention.

737

00:30:35,839 –> 00:30:38,799

Speaker 1: Start with the one that

you spend the most time on, if

you’re

738

00:30:38,799 –> 00:30:39,680

Speaker 1: starting from ground

zero.

739

00:30:39,680 –> 00:30:42,160

Speaker 1: So maybe that’s Facebook

for you, because you spend a lot of

740

00:30:42,160 –> 00:30:42,480

Speaker 1: time on there.

741

00:30:42,480 –> 00:30:45,920

Speaker 1: If you’re you’re you

spend a lot of time on TikTok,

that’s where

742

00:30:45,920 –> 00:30:46,720

Speaker 1: you should start.

743

00:30:46,720 –> 00:30:51,920

Speaker 1: After a short bit of

time, and I can’t put a time frame

on it

744

00:30:51,920 –> 00:30:53,519

Speaker 1: or lapse it for you guys.

745

00:30:53,519 –> 00:30:57,039

Speaker 1: I think the reality is

now, I firmly believe you’ve got to

be

746

00:30:57,039 –> 00:30:57,200

Speaker 1: everywhere.

747

00:30:57,200 –> 00:30:59,359

Speaker 1: The more visible you are,

the more opportunities.

748

00:30:59,359 –> 00:31:00,640

Speaker 1: I mean, that’s what we’re

talking about.

749

00:31:00,640 –> 00:31:01,519

Speaker 1: You’re visible, right?

750

00:31:01,519 –> 00:31:05,119

Speaker 1: Think of yourself as an

actual cable network.

751

00:31:05,119 –> 00:31:06,640

Speaker 1: You’re a media company,

right?

752

00:31:06,640 –> 00:31:09,519

Speaker 1: You’re a digital media

company, and you have to think, you

have

753

00:31:09,519 –> 00:31:10,559

Speaker 1: to see yourself as such.

754

00:31:10,559 –> 00:31:12,960

Speaker 1: You’ve got all these

different platforms, which are

different

755

00:31:12,960 –> 00:31:15,759

Speaker 1: channels that have

different audiences that you have to

push

756

00:31:15,759 –> 00:31:17,200

Speaker 1: out different programming

to.

757

00:31:17,200 –> 00:31:18,559

Speaker 1: I spend time on all of

them.

758

00:31:18,559 –> 00:31:21,839

Speaker 1: Instagram’s obviously

where I spend the most time, but I

have,

759

00:31:21,839 –> 00:31:24,799

Speaker 1: you know, I put out

content on YouTube that we post

every single

760

00:31:24,799 –> 00:31:25,839

Speaker 1: week in long form.

761

00:31:25,839 –> 00:31:28,720

Speaker 1: And then everything I put

up on Instagram ends up on my

YouTube

762

00:31:28,720 –> 00:31:29,119

Speaker 1: shorts.

763

00:31:29,119 –> 00:31:33,039

Speaker 1: I dump it there also

because it’ll pick up a few hundred

or 

764

00:31:33,039 –> 00:31:34,079

Speaker 1: a thousand views here or

there.

765

00:31:34,079 –> 00:31:35,599

Speaker 1: I mean, like, look, those

are more views.

766

00:31:35,599 –> 00:31:37,279

Speaker 1: That’s more exposure,

that’s more visibility.

767

00:31:37,279 –> 00:31:41,039

Speaker 1: Facebook, you know,

different type of programming.

768

00:31:41,039 –> 00:31:43,519

Speaker 1: TikTok, different

generation, right?

769

00:31:43,519 –> 00:31:46,000

Speaker 1: But also it’s kind of

getting more dynamic as well.

770

00:31:46,000 –> 00:31:48,160

Speaker 1: But it’s a certain

certain type of attention span.

771

00:31:48,160 –> 00:31:51,119

Speaker 1: So when you start to

really think about these platforms

with

772

00:31:51,119 –> 00:31:55,200

Speaker 1: intention, you will

curate content that is actually

going to

773

00:31:55,200 –> 00:31:56,799

Speaker 1: be geared towards that

audience.

774

00:31:56,799 –> 00:31:58,319

Speaker 1: Best example, right?

775

00:31:58,319 –> 00:32:02,799

Speaker 1: Some people take whatever

they created as a video, and I did

776

00:32:02,799 –> 00:32:04,480

Speaker 1: this too, and it’s

totally fine in the beginning.

777

00:32:04,480 –> 00:32:05,599

Speaker 1: And I just put it

everywhere.

778

00:32:05,599 –> 00:32:06,960

Speaker 1: That same video,

everywhere.

779

00:32:06,960 –> 00:32:09,680

Speaker 1: I put it on LinkedIn, I

put it on Facebook, I put it on

TikTok,

780

00:32:09,680 –> 00:32:12,640

Speaker 1: I put it on Instagram,

and you know, and then it would end

up

781

00:32:12,640 –> 00:32:13,440

Speaker 1: on YouTube Shorts.

782

00:32:13,440 –> 00:32:17,440

Speaker 1: Now, going back to what I

said about being a media company and

783

00:32:17,440 –> 00:32:20,160

Speaker 1: having different

programs, I recognize my audience on

LinkedIn

784

00:32:20,160 –> 00:32:22,720

Speaker 1: is very different from

the audience I interact with on

TikTok.

785

00:32:22,720 –> 00:32:25,680

Speaker 1: It’s very different from

the audience I interact with on

Instagram.

786

00:32:25,680 –> 00:32:29,200

Speaker 1: Nobody gets into an Uber

to go to happy hour to meet their

friends

787

00:32:29,200 –> 00:32:30,240

Speaker 1: and start scrolling

LinkedIn.

788

00:32:30,240 –> 00:32:35,920

Speaker 1: They scroll, they scroll

Instagram and TikTok, which means

the

789

00:32:35,920 –> 00:32:38,720

Speaker 1: content I put there is

going to be very different than what

790

00:32:38,720 –> 00:32:39,759

Speaker 1: I put on LinkedIn.

791

00:32:39,759 –> 00:32:41,359

Speaker 1: Your audience is very

intentional.

792

00:32:41,359 –> 00:32:44,880

Speaker 1: We always you we joke,

you know, or just generalize that

LinkedIn

793

00:32:44,880 –> 00:32:47,519

Speaker 1: is just social media in a

suit and tie, right?

794

00:32:47,519 –> 00:32:48,799

Speaker 1: It’s more professional.

795

00:32:48,799 –> 00:32:51,200

Speaker 1: People sit down at work,

they’re there for thought

leadership,

796

00:32:51,200 –> 00:32:54,160

Speaker 1: they’re looking for jobs,

they’re looking at industry content.

797

00:32:54,160 –> 00:32:58,000

Speaker 1: They sit down at a desk,

intentionally looking, they’re

spending

798

00:32:58,000 –> 00:33:00,720

Speaker 1: time, which is why you

can be a little bit more deliberate

with

799

00:33:00,720 –> 00:33:01,440

Speaker 1: your content delivery.

800

00:33:01,440 –> 00:33:02,720

Speaker 1: You can be a little bit

more verbose.

801

00:33:02,720 –> 00:33:04,559

Speaker 1: You don’t have to be

quick, short hitting.

802

00:33:04,559 –> 00:33:06,319

Speaker 1: You don’t have to have

this catchy hook.

803

00:33:06,319 –> 00:33:07,359

Speaker 1: They’re already there.

804

00:33:07,359 –> 00:33:08,640

Speaker 1: You already have their

attention.

805

00:33:08,640 –> 00:33:11,839

Speaker 1: You can jump into the

topic, frame things a little bit

differently.

806

00:33:11,839 –> 00:33:13,680

Speaker 1: Again, different

audience, right?

807

00:33:13,680 –> 00:33:16,960

Speaker 1: Then you’ve got another

program that goes out on Instagram

or

808

00:33:16,960 –> 00:33:19,119

Speaker 1: TikTok where it needs to

have a little bit of a different

appeal.

809

00:33:19,119 –> 00:33:21,119

Speaker 1: And as Dino said, like

it’s got to have a hook.

810

00:33:21,119 –> 00:33:23,279

Speaker 1: It’s got to have

something to get people to stop the

scroll,

811

00:33:23,279 –> 00:33:23,759

Speaker 1: right?

812

00:33:23,759 –> 00:33:26,480

Speaker 1: To get the thumb to

actually work and say, stop right

here.

813

00:33:26,480 –> 00:33:28,240

Speaker 1: I want to actually listen

to this.

814

00:33:28,240 –> 00:33:30,720

Speaker 1: A little bit different on

Facebook, your audience is.

815

00:33:30,720 –> 00:33:34,559

Speaker 1: So when you understand

the platforms that way, my answer to

816

00:33:34,559 –> 00:33:35,920

Speaker 1: you is you need to be on

all of them.

817

00:33:35,920 –> 00:33:36,880

Speaker 1: But where do you start?

818

00:33:36,880 –> 00:33:40,400

Speaker 1: Pick the one that you

spend the most time on personally,

because

819

00:33:40,400 –> 00:33:44,000

Speaker 1: that’s going to be the

easiest for you to reverse engineer

content

820

00:33:44,000 –> 00:33:45,599

Speaker 1: as a creator because

you’re already a consumer.

821

00:33:45,599 –> 00:33:49,519

Speaker 1: So you will have the eyes

and the ears and the hat of what a

822

00:33:49,519 –> 00:33:53,519

Speaker 1: person on the other end

of that device wants and how they

receive

823

00:33:53,519 –> 00:33:53,920

Speaker 1: content.

824

00:33:53,920 –> 00:33:56,000

Speaker 1: So you can kind of create

that for them.

825

00:33:56,000 –> 00:33:58,079

Speaker 1: That’s how I would break

it down for you guys.

827

00:33:58,799 –> 00:33:58,799

Speaker: Okay.

828

00:33:58,799 –> 00:34:01,359

Speaker: Two two more questions in

this uh area.

829

00:34:01,359 –> 00:34:03,680

Speaker: Um equipment.

830

00:34:03,680 –> 00:34:09,679

Speaker: You know, I mean my my new

iPhone 17.

831

00:34:09,679 –> 00:34:15,039

Speaker: I I took a picture of the

golf course from my backyard, which 

832

00:34:15,039 –> 00:34:16,480

Speaker: is probably about two miles

away.

833

00:34:16,480 –> 00:34:21,760

Speaker: And and I’m like, whoa, I

could probably tell who was on that 

834

00:34:21,760 –> 00:34:25,920

Speaker: on that uh green from from

two miles away when I zoom in.

835

00:34:25,920 –> 00:34:26,480

Speaker: It’s incredible.

836

00:34:26,480 –> 00:34:31,039

Speaker: Do you need to spend a lot

of money or just what you already

have?

837

00:34:31,039 –> 00:34:33,039

Speaker: No, what kind of equipment

should somebody have?

839

00:34:33,360 –> 00:34:35,199

Speaker 1: Literally, you have the

best cameras in the world on these

devices.

840

00:34:35,199 –> 00:34:37,519

Speaker 1: I’m an Android guy, get a

lot of shit for it.

841

00:34:37,519 –> 00:34:39,280

Speaker 1: People make fun of me, my

brother especially.

842

00:34:39,280 –> 00:34:41,039

Speaker 1: He roasts me everywhere.

843

00:34:41,039 –> 00:34:44,880

Speaker 1: But it’s very hard to

argue that the camera on a Samsung

Galaxy

844

00:34:44,880 –> 00:34:48,320

Speaker 1: is not pretty damn good,

right?

845

00:34:48,320 –> 00:34:50,559

Speaker 1: And I just like the

Android operating system.

846

00:34:50,559 –> 00:34:52,559

Speaker 1: I use my phone for almost

all the content.

847

00:34:52,559 –> 00:34:55,199

Speaker 1: Yes, I’ve got a

videographer because I do a lot of

speaking 

848

00:34:55,199 –> 00:34:57,280

Speaker 1: and events, so it will

come with me, and then we’ll also

record

849

00:34:57,280 –> 00:34:58,239

Speaker 1: while we’re there.

850

00:34:58,239 –> 00:35:02,320

Speaker 1: But for the most part,

this phone does most all my content.

851

00:35:02,320 –> 00:35:05,280

Speaker 1: You can get a plug-in mic

that you can just find off Amazon,

852

00:35:05,280 –> 00:35:06,239

Speaker 1: which will cost you $100.

853

00:35:06,239 –> 00:35:07,679

Speaker 1: So everyone already has a

phone.

854

00:35:07,679 –> 00:35:12,000

Speaker 1: You spend $100 on these

little lapel mics or something you

can

855

00:35:12,000 –> 00:35:14,239

Speaker 1: hold because you want

crisp and good, clean audio.

856

00:35:14,239 –> 00:35:15,599

Speaker 1: And then natural light.

857

00:35:15,599 –> 00:35:18,559

Speaker 1: You don’t need fancy

lights, just always face the light.

858

00:35:18,559 –> 00:35:21,599

Speaker 1: If you’ve got an office

set up or a home office, whatever it

859

00:35:21,599 –> 00:35:26,159

Speaker 1: is, just set your camera

or your phone down, like on the

windowsill,

860

00:35:26,159 –> 00:35:27,599

Speaker 1: and face the light.

861

00:35:27,599 –> 00:35:30,159

Speaker 1: If you face the light,

you’ll get plenty of natural light

and

862

00:35:30,159 –> 00:35:32,079

Speaker 1: it’ll look like you have

a $5,000 setup.

863

00:35:32,079 –> 00:35:34,960

Speaker 1: And all you did was spend

money on the microphones.

864

00:35:34,960 –> 00:35:37,119

Speaker 1: And everybody should have

them.

865

00:35:37,119 –> 00:35:38,480

Speaker 1: They they go with me in

my bag.

866

00:35:38,480 –> 00:35:41,119

Speaker 1: They go, I go everywhere

with them because if I’m in an

airport

867

00:35:41,119 –> 00:35:43,519

Speaker 1: or whatever and I just

want to record something, I just

want

868

00:35:43,519 –> 00:35:45,840

Speaker 1: good, clean, crisp audio,

it’ll do it.

869

00:35:45,840 –> 00:35:49,199

Speaker 1: Sometimes I don’t use it,

but I keep them on me all the time.

870

00:35:49,199 –> 00:35:52,239

Speaker 1: So all of you as content

creators, like anyone in our

business,

871

00:35:52,239 –> 00:35:55,360

Speaker 1: the phone is the best

device, and that’s the only thing

you 

872

00:35:55,360 –> 00:35:55,360

Speaker 1:need.

874

00:36:00,960 –> 00:36:05,599

Speaker: So at the end of the day, I

I would say there’s a lot of people

875

00:36:05,599 –> 00:36:10,719

Speaker: that are getting into

social media because hey, you’re

supposed

876

00:36:10,719 –> 00:36:11,199

Speaker: to, right?

877

00:36:11,199 –> 00:36:11,679

Speaker: Like visibility.

878

00:36:11,679 –> 00:36:17,920

Speaker: But but there’s never a

clear defined call to action or or

let’s

879

00:36:17,920 –> 00:36:20,239

Speaker: call it a conversion into

business.

880

00:36:20,239 –> 00:36:23,599

Speaker: And and then they get

discouraged, right?

881

00:36:23,599 –> 00:36:26,480

Speaker: They’re like, hey, this has

I’m not getting anything, it’s just

882

00:36:26,480 –> 00:36:27,679

Speaker: a bunch of work and

nothing’s happening.

883

00:36:27,679 –> 00:36:31,599

Speaker: And uh so you had mentioned

six months earlier.

884

00:36:31,599 –> 00:36:38,960

Speaker: Do you think that’s how

long it takes, or even longer before

you

885

00:36:38,960 –> 00:36:44,079

Speaker: can actually start seeing

something happen, not just a few

more

886

00:36:44,079 –> 00:36:47,760

Speaker: eyeballs, but like true

conversion, where you can say this

is 

887

00:36:47,760 –> 00:36:49,599

Speaker: working, I’m making money

from it.

889

00:36:50,159 –> 00:36:54,320

Speaker 1: This is a difficult

answer for people to hear, but

because of

890

00:36:54,320 –> 00:36:57,920

Speaker 1: how we come up in this

industry, and real estate agents are

891

00:36:57,920 –> 00:37:02,239

Speaker 1: included, we are trained

for most things with some type of an

892

00:37:02,239 –> 00:37:03,280

Speaker 1: ROI quotient.

893

00:37:03,280 –> 00:37:09,199

Speaker 1: Meaning, for example, if

you send out you activate your CRM 

894

00:37:09,199 –> 00:37:15,039

Speaker 1: to send out a thousand

client reviews uh requests for it

will

895

00:37:15,039 –> 00:37:19,119

Speaker 1: result in X number of

responses, which results in X number

of

896

00:37:19,119 –> 00:37:22,880

Speaker 1: appointments, which will

probably result in X number of

escros

897

00:37:22,880 –> 00:37:24,320

Speaker 1: deals.

898

00:37:24,320 –> 00:37:28,000

Speaker 1: So you’ve got this

quotient, a thousand gets me this.

899

00:37:28,000 –> 00:37:30,079

Speaker 1: And then you start

thinking of things in terms of a

thousand.

900

00:37:30,079 –> 00:37:32,719

Speaker 1: Agents do this with

mailers, right?

901

00:37:32,719 –> 00:37:35,840

Speaker 1: If we mail or farm out

the zip code for listings, they’ve

got

902

00:37:35,840 –> 00:37:36,000

Speaker 1: a formula.

903

00:37:36,000 –> 00:37:38,800

Speaker 1: It’ll land me this many

calls, which will lead to this many 

904

00:37:38,800 –> 00:37:41,360

Speaker 1: listing appointments and

result in X number of listings.

905

00:37:41,360 –> 00:37:45,199

Speaker 1: I’m gonna tell you guys

right now, put the ROI quotient out 

906

00:37:45,199 –> 00:37:45,360

Speaker 1: of your brain.

907

00:37:45,360 –> 00:37:49,199

Speaker 1: Like you have to

deconstruct that part of your

thought process

908

00:37:49,199 –> 00:37:51,360

Speaker 1: and your working brain

when it comes to this industry.

909

00:37:51,360 –> 00:37:52,320

Speaker 1: Put it out.

910

00:37:52,320 –> 00:37:55,519

Speaker 1: The only thing you are

consumed with or that you’re going

to

911

00:37:55,519 –> 00:37:57,920

Speaker 1: measure is the actual

reach and visibility.

912

00:37:57,920 –> 00:38:03,519

Speaker 1: If you have and you

become the most known commodity in

your 

913

00:38:03,519 –> 00:38:06,000

Speaker 1: market, I promise you,

you’ll have more than enough

business.

914

00:38:06,000 –> 00:38:07,519

Speaker 1: How long will that take

you?

915

00:38:07,519 –> 00:38:08,320

Speaker 1: I don’t know.

916

00:38:08,320 –> 00:38:10,400

Speaker 1: I can’t tell you how long

it’s going to take you.

917

00:38:10,400 –> 00:38:13,679

Speaker 1: I don’t know if it’ll

take six months of consistently

posting

918

00:38:13,679 –> 00:38:17,519

Speaker 1: content or two years of

inconsistently posting content.

919

00:38:17,519 –> 00:38:22,480

Speaker 1: Or like me, two years of

posting content that were raising

visibility,

920

00:38:22,480 –> 00:38:26,000

Speaker 1: but it wasn’t actually

resulting in business because I was

posting

921

00:38:26,000 –> 00:38:29,360

Speaker 1: stuff and talking about

things that I felt smart and

comfortable

922

00:38:29,360 –> 00:38:31,920

Speaker 1: talking about or that I

thought the audience wanted to hear,

923

00:38:31,920 –> 00:38:32,639

Speaker 1: but it wasn’t.

924

00:38:32,639 –> 00:38:35,039

Speaker 1: So it was raising

visibility, but it wasn’t like

connecting 

925

00:38:35,039 –> 00:38:37,119

Speaker 1: because people are like,

nah, I’ve seen this guy, he’s

everywhere.

926

00:38:37,119 –> 00:38:38,000

Speaker 1: That’s great.

927

00:38:38,000 –> 00:38:40,880

Speaker 1: It wasn’t resulting in

business because I wasn’t giving

them

928

00:38:40,880 –> 00:38:42,239

Speaker 1: what they actually

wanted.

929

00:38:42,239 –> 00:38:44,719

Speaker 1: So you need to be attuned

to that.

930

00:38:44,719 –> 00:38:49,199

Speaker 1: But in terms of

controlling what you can control,

just control

931

00:38:49,199 –> 00:38:49,760

Speaker 1: your visibility.

932

00:38:49,760 –> 00:38:53,039

Speaker 1: I’ve got this line, I’ve

said it for eight years.

933

00:38:53,039 –> 00:38:56,000

Speaker 1: That best known beats

best 10 out of 10 times.

934

00:38:56,000 –> 00:39:00,400

Speaker 1: If you’re a vodka drinker

and I tell you right now, I sent you

935

00:39:00,400 –> 00:39:04,000

Speaker 1: a secret survey on your

phone to 10 of you.

936

00:39:04,000 –> 00:39:05,840

Speaker 1: What’s the best vodka in

the world?

937

00:39:05,840 –> 00:39:07,920

Speaker 1: Eight of you are gonna

answer that it’s gray goose.

938

00:39:07,920 –> 00:39:10,639

Speaker 1: The reality is though,

guys, gray goose is not the best

vodka

939

00:39:10,639 –> 00:39:11,360

Speaker 1: in the world.

940

00:39:11,360 –> 00:39:13,360

Speaker 1: Okay, it’s probably

fourth best.

941

00:39:13,360 –> 00:39:16,239

Speaker 1: The reason why eight of

you answered it that way is because 

942

00:39:16,239 –> 00:39:16,960

Speaker 1: it’s so well known.

943

00:39:16,960 –> 00:39:18,239

Speaker 1: It’s packaged

beautifully.

944

00:39:18,239 –> 00:39:22,320

Speaker 1: It was a huge part of pop

and hip hop culture for a long time

945

00:39:22,320 –> 00:39:26,079

Speaker 1: in music, songs, rap

videos, whatever it was.

946

00:39:26,079 –> 00:39:26,880

Speaker 1: Like it’s just

everywhere.

947

00:39:26,880 –> 00:39:29,119

Speaker 1: And the bottle is packed,

the bottom, it’s a beautiful bottle.

948

00:39:29,119 –> 00:39:30,400

Speaker 1: It’s just highly visible.

949

00:39:30,400 –> 00:39:31,440

Speaker 1: It’s best known.

950

00:39:31,440 –> 00:39:33,840

Speaker 1: If you are best known,

you will win.

951

00:39:33,840 –> 00:39:36,480

Speaker 1: You’ll have you’ll have a

lot of chances to win, put it that

952

00:39:36,480 –> 00:39:36,719

Speaker 1: way.

953

00:39:36,719 –> 00:39:40,079

Speaker 1: My whole goal, I got into

this with a chip on my shoulder,

doing

954

00:39:40,079 –> 00:39:42,800

Speaker 1: it eight years ago

because every big bank, I work in

San Francisco.

955

00:39:42,800 –> 00:39:45,760

Speaker 1: So the large banks and

the private bank divisions, because

this

956

00:39:45,760 –> 00:39:47,039

Speaker 1: is a jumbo market, right?

957

00:39:47,039 –> 00:39:49,599

Speaker 1: I always joke that I

wouldn’t know a conforming loan if

it slapped

958

00:39:49,599 –> 00:39:50,239

Speaker 1: me in the face.

959

00:39:50,239 –> 00:39:51,519

Speaker 1: I don’t even know what

those are.

960

00:39:51,519 –> 00:39:53,199

Speaker 1: I just don’t even know.

961

00:39:53,199 –> 00:39:55,119

Speaker 1: Sorry, man.

962

00:39:55,119 –> 00:39:56,079

Speaker 1: Is that did you say

something?

963

00:39:56,079 –> 00:39:57,360

Speaker 1: Like, I don’t even know.

964

00:39:57,360 –> 00:39:58,639

Speaker 1: It’s like, come on.

965

00:39:58,639 –> 00:40:02,639

Speaker 1: But again, guys, you have

100% control over how visible you 

966

00:40:02,639 –> 00:40:02,639

Speaker 1:are.

967

00:40:02,639 –> 00:40:05,519

Speaker 1: Like I said, I had a

major chip on my shoulder when I got

started

968

00:40:05,519 –> 00:40:08,639

Speaker 1: doing this about seven or

eight years ago because I’d lose so

969

00:40:08,639 –> 00:40:11,039

Speaker 1: much business to large

banks, right?

970

00:40:11,039 –> 00:40:12,079

Speaker 1: They would eat my lunch.

971

00:40:12,079 –> 00:40:13,760

Speaker 1: I lost so many deals to

them.

972

00:40:13,760 –> 00:40:16,320

Speaker 1: And I thought, okay, how

can I be different?

973

00:40:16,320 –> 00:40:20,559

Speaker 1: Well, none of them are

allowed to have social media uh uh

presence

974

00:40:20,559 –> 00:40:21,280

Speaker 1: at all.

975

00:40:21,280 –> 00:40:22,719

Speaker 1: They can’t put out

content.

976

00:40:22,719 –> 00:40:25,519

Speaker 1: So everyone just thinks

of them for only their rates.

977

00:40:25,519 –> 00:40:27,840

Speaker 1: Outside of that, they

don’t really do anything special.

978

00:40:27,840 –> 00:40:30,239

Speaker 1: They wear suits that are

two sizes too big for them.

979

00:40:30,239 –> 00:40:33,039

Speaker 1: They look like kids in

their dad’s suits, like they look

awkward,

980

00:40:33,039 –> 00:40:35,920

Speaker 1: like they just there’s

nothing else that they really bring

to

981

00:40:35,920 –> 00:40:38,239

Speaker 1: the market other than

really, really good and attractive

rates.

982

00:40:38,239 –> 00:40:42,400

Speaker 1: So I can talk up my

value, I can talk strategy, I can

talk about

983

00:40:42,400 –> 00:40:46,000

Speaker 1: situations, I can insert

personality into this.

984

00:40:46,000 –> 00:40:49,360

Speaker 1: I dress better than 90%

of these guys, maybe even 95 in San 

985

00:40:49,360 –> 00:40:50,320

Speaker 1: Francisco, because it’s

pretty bad.

986

00:40:50,320 –> 00:40:53,440

Speaker 1: Whatever it is, I can do

it better and just raise the

visibility.

987

00:40:53,440 –> 00:40:56,639

Speaker 1: So I said it’s still my

goal eight years later.

988

00:40:56,639 –> 00:41:00,320

Speaker 1: I’m just going to be the

most known and valuable commodity in

989

00:41:00,320 –> 00:41:00,559

Speaker 1: my market.

990

00:41:00,559 –> 00:41:03,039

Speaker 1: You may not work with me,

you may not even like me.

991

00:41:03,039 –> 00:41:05,199

Speaker 1: You may not like my hair,

you may not like the clothes I wear,

992

00:41:05,199 –> 00:41:07,199

Speaker 1: whatever, but you will

know who I am.

993

00:41:07,199 –> 00:41:10,320

Speaker 1: And if enough people know

who I am, I’m always gonna have a 

994

00:41:10,320 –> 00:41:10,320