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- [00:00]
A
Foreign. Hey there, my friend. Welcome to a special AMA Ask Me Anything edition of Mortgage Marketing Radio. I want to bring these back. I did these a while back and I really love to hear your questions and help you work through some challenges, provide some mental frameworks and potential answers to what issues that you find recurring for you in your business. And so today I'm going to share a question that came in from one of our listeners in just a moment. But I wanted to first of all give you the opportunity for you to leave me a quick voicemail. A question, right? Here's the cool part, right? You can be featured on an upcoming episode. Just head over to askjeff anything.com that's ask G-E-O-F F anything dot com. Yep, that's how my mom named me Jeff. Jeff G E o f f anything. Can I say that once more? AskJeff anything.com. leave me a quick voicemail and you might hear your voice right here on the podcast. Just share with me what is the challenge, issue or thing that you're working through or want some insight or direction on and I definitely would appreciate it and feature you on the show if it's a great question. No, no pressure here. Okay. So today's question comes from Michelle. Michelle's been in the business for 20 years. And here's the question Michelle had.
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B
Hi, Jeff, I listened to your podcast regularly. I've been in the business for 20 years. I am struggling with converting clients after I do a social post. And I'm really looking for advice for one platform. I need baby steps. So one platform that you feel like has given you the best results, converting into a lead and also how once that lead has reached out to you, how are you making the conversion? Thank you.
- [01:55]
A
Okay, well, first of all, Michelle, thanks a lot for listening and being so honest about your challenge. Really appreciate that you've been tuning in consistently for some time. And you know, this is one that's coming up more often that I hear quite frequently about. You know, how do we move people from these third party platforms, right? Or what I call discovery platforms. How do we essentially take them off of that platform? So I want to unpack this a little bit. And her question as well. First of all, let me set the framework of the stage of, you know, the challenge or issue is this, is that if you think about, you know, the content that we're all putting out there on these various platforms, right? So whether you're on Instagram, Facebook, TikTok, YouTube X or LinkedIn and you interview, picture A funnel right at the top of the funnel, it's wide, and that's what we call borrowed distribution. And so there's a benefit to being on those platforms in that you can get distribution, right? The downside is it's borrowed. You don't own it, you don't control it, and the algorithms are forever changing all the time, and you need to keep up with that. And quite honestly, the competition is steep because it's all about content now. It's all about the quality of your content. It's not about how many followers you have in terms of reach and things like that. It's about your content. Is it relevant and is it packaged? Well, it's also a packaging game these days to be able to get attention, stop the scroll and get people to engage with your content. So the first thing you have to ask yourself is, you know what, which of these types of content are you more suited for? Right. On LinkedIn, even though LinkedIn is doing video, of course, LinkedIn is still very dominant when it comes to, to written content in the form of text and carousels. Over there, they're, you know, they're called documents, but they're similar to Instagram carousels. But the text still does very well on Instagram, on LinkedIn, as well as carousels. And of course, video is growing and trending there as well. So we could pretty much say that across all these platforms, video is an aspect of it. But if you were to tell me, hey, I'm really not into video, don't do video, then probably either X or LinkedIn would be the place I focus. So with that said, probably most of you have chosen at least one primary platform that you're on. Instagram, Facebook, et cetera. All of them have different nuances, all of them have different rules of the game, if you will, or suggestions, right, for succeeding. But I will say come back to this idea of what you're using the platform for is to create awareness, right? You want to build an audience, you want to become known. Let's get back to the issue of the problem. It's called borrowed distribution. And so the thing we want to do, if you picture that funnel in your head once again, is you've got the funnel, top of the funnel. With all the various social platforms, the goal is to move your audience, the percentage of people that you can move them from awareness to trust to a different stage in the relationship with you. And in order to do that, you need to have a mechanism to take them from borrowed distribution, these social platforms, to what we Call owned media. What is owned media? Owned media is things like email, podcasts like this, events in person or virtual events and communities both in person and online. And then the ultimate goal is to continue to move some of those relationships to the next stage, which is conversations, which leads to transactions. Now the conversations can definitely happen over the DMs, but they can also happen over the phone, over zoom calls and consultations and things like that. But ultimately that's the final stage to which is the precursor to getting to actual transactions. So once again, let's just recap this Top of the funnel, borrow distribution, all the various social platforms, next stage in your process. And your funnel is moving from awareness to trust. And that's, it's, it's essentially going to the next stage in the relationship. So if you think about this podcast, maybe you've been listening for a while, maybe you're new, but we take, you know, the question we got, which is I've been listening to your podcast for a while. I would venture to say that there's a certain amount of trust and relationship established because somebody listening to a long form podcast like this, right, for 10 minutes or an hour, that's a lot of time on brand, right? If somebody's engaging with your email, your newsletter, that's a lot of time on brand. Same thing with in person events. That next level of personalization and trust and engagement and connection is really where you're going to see the best ROI and results. And I think the challenge that we all face, myself included with these awareness, you know, these borrowed distribution platforms to create awareness, Instagram, social, YouTube, all that, the challenge is while we may be creating some awareness and people love to use the term, that visibility beats ability. And I agree to a point that you've got to become well known. But if you don't have a strategy or a process for moving from or off of borrowed distribution to owned media like the examples I mentioned, then you're kind of like the dog chasing its tail. Like, you know, where's it going? How are you ever going to convert those to actual transactions? And that is the ultimate goal. And that's what I want to get back to. Answering today's question by Michelle. So which one platform would you focus on? I think that comes back to what I said a moment ago, which is where do you already hang out? Like, which one do you think is most appropriate for you? What's your vibe? Is it Instagram? Is it LinkedIn, Facebook, YouTube? Right. And you're asking for like a baby steps roadmap well, I think the baby step starts with the one you feel most comfortable in and the style and vibe of the platform that you align with most. The reason why I say that is because you're more likely to be consistent and hang in there for the long game. And it is a long game. Now that said, there are certain, depending on what your end goal is, there may be advantages to one platform over the other. And so I want to talk about this idea briefly of discoverability. If your goal is discoverability, you've got to know the rules of the game. How do you get discovered on Instagram? How do you build that audience? How do you create awareness? How do you get your content to reach more people? Same with the other platforms, right? As I said earlier, there are rules, guidelines, rules of the game, right? Your content's got to be on point, it's got, you've got to have compelling hooks, you've got to have good packaging. You don't have to be, you know, the super high polished professional. But you do have to build that skill of creating attention, stopping the scroll, of creating engagement so that people will consume. Right? I mean if you think about the, the goal of the algorithm, it's like will people click? Will people watch? That's the bottom line. I don't want you to underestimate the skill, the reps that you need to get in to be able to do well with that skill. I'm definitely learning that all myself. I'm kind of investigating and testing out different things on different platforms and really trying to get clear on my vibe and where, who are my ideal clients that I want to reach and what platforms are ideally suited. And I think that's the real question. Who's your ideal client? Which platform is best suited for finding and reaching that ideal client if you're a first time homebuyer Buyers, right? That's actually a good question. Many people would think, oh, first time home buyers, right? Instagram TikTok, right? Well maybe yes, maybe no. I am looking at the recent next gen home buyers report published by Kristen Messerly. What's up Kristen? And there was a question about where they go to consume their content for financial related access. Financial information. The next gen where they go other than friends and family. Next they go online and predominantly to YouTube with over 65% of next gen buyers going on YouTube and then the next category is 40% on social media and that's of course right across the apps. I mentioned Instagram, TikTok probably more so than LinkedIn as far as that goes. And then the next category that's coming up, Interestingly enough is AI and ChatGPT. And I'll do a whole separate episode on AI ChatGPT because we need a whole separate episode on that, on how to show up in search on ChatGPT. By the way, if you want to do a test today, just, just do a search. First of all, do a search on yourself, roast yourself. Right. Tell me about. Right. Jeff Zimver, whatever your name is or start searching other loan officers. Who's the top three loan officers in right. Irvine, California Search real estate agent. And you're going to start to see the sources by which those results are fed. So back to the question about what Michelle asked is which, which platform would you focus on? I think again, that's a personal choice. Who is your ideal client and where are they most likely to hang out and be consuming or searching for? Let me say that with an underline, searching for the type of information that you provide. And they all have their potential. Right. But some have more than potential than others. And then the rules of the game. Take YouTube for example. YouTube has some additional considerations in terms of long form content right now. Can you do shorts there? Sure. But once again, let's talk about this trust, what I call time on brand. Okay. The more time on brand somebody can spend with you, the more trust typically is going to be built. Okay, so next Michelle's asking about my process for once somebody reaches out, what's the flow, DM booking, calls, follow up, et cetera. I think all those work right. And I think you need to definitely start probably with the easiest way you can start before you overcomplicated it, which is probably a dm. And that's where a lot of it goes down. The conversations go down in the DM on social, on the other platforms, YouTube as well with, you know, messaging and so forth. Leave me a comment. And that's a great way to start if you've got questions. Hey, DM me. You can put links to your calendar and your bio and profile. Definitely smart that you want to do that. Hey, are you tired of cold calling realtors and feeling like you're getting nowhere? With my agent classes, you don't have to chase agents anymore. We hand you a done for you system of ready to teach presentations, plug and play marketing and even 200 producing agents to invite. So you can double your agent referrals in 90 days or less. Plus you'll get weekly coaching and and a community of loan officers sharing exactly what's working right now. Here's a quick win from one of our members.
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I joined it because I was tired of doing business the way that regular loan officers have been doing it in my market, which is just making the core calls every Monday and Friday checking in with real estate agents. I had done that for years and it seemed like everybody was doing that. I needed something different and I wanted to find a way that I could work with the agents that I want to work with. I wanted to find a way that I could have a captive audience every month, every couple of weeks where I could find agents that were like minded and that wanted to work with me as well. So it's probably brought in, I'm just guessing here, but it's probably brought on. In the three years I've been back with the program, it's probably brought on, I'd probably say about $40 million in volume since then.
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Right.
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And it's led to some massive relationships and I wouldn't be able to do those things without this program. The value of these Friday calls are so incredibly valuable for all of us. I get upset if I miss it on a Friday. The cost of this program is what is worth it. Just because of these Friday calls that we're on where we help coach each other. We're just here to help each other add value to our realtor partners.
- [12:25]
A
Are you ready to stop chasing and start attracting agent referrals on demand? Book a call at MortgageMarketing Pro or hit the link in the show notes. Now back to our show and then as you get a little bit more comfortable and advanced with this, you might want to start offering different what we call lead magnets. Right. These are different tools and resources that this the potential client could engage with. That could be a home buyer's guide. That could be a custom GPT that's built for first time home buyers to get educated. That could be your app, something like a fin locker app or some type of a financial app because NextGen is using that a lot. If that's your target market, right. There's obviously other target markets. If you're specializing in relo or divorce, think about what other specialized information you could package up and make available as a link. Right where you need to get their email. Speaking of email, do you have an email newsletter? If you do, I hope it's good. I hope it's not the usual canned crap that comes from most organizations that most people don't read and have very little value. Once again it comes back to the skill content. It's not easy, right? Because there's so much noise. There's so many things for people to engage with. What makes your is better than the other? What makes your stand out? Is it highly specialized and focused on a particular niche? Is it a specific angle? Is it actually maybe it's a curation of different information and tools and resources and that people can go to. Right? There's a lot of different directions to go here, but I do agree that you need to have a flow or a process for taking people off of the discovery platform to a conversation. And you may not be able to jump right from, you know, post DM to conversation. There might be some other threads in in between there, you know, such as some back and forth messaging, maybe some type of a resource guide, handout, checklist, video watch or something like that. Right? And that's where it's important to architect your process. And this is all testing, by the way, but I do think at some point having a booking link to go to your calendar is does make a lot of sense. Okay, well, I hope that's helpful, Michelle. And listen, if you've got a question that you'd like to ask, here's how to share your question with me. Simply go to Ask Jeff anything. That's Ask G E O F F anything. Com. I'd love to hear from you what your question is and you just might get your question featured on the show. Drop me a voicemail, I'll tackle it on a future episode. I plan on doing these about once a on average, so no question is too small. Chances are, if you're wondering about it and you're struggling with it, so are hundreds of other originators and I want to help provide answers to those questions. So once again go to askjeff anything.com appreciate you tuning in. And hey, if you like this episode, please leave us a review, let us know, subscribe, share it with somebody else you think might find it valuable and we'll see you on the next one. Okay, that's it for today's episode. Before we wrap up, I just wanted to remind you about my agent classes. Your proven system to double your agent referrals in just 90 days. Imagine never having to cold call again. Instead building real lasting relationships with top producing agents who want to send you business with done for you presentations, marketing automation, weekly coaching. It's all designed to make growing your business easier and fun. So if you're ready to take control of your agent referrals and grow your income, visit MortgageMarketing Pro or check the link in the show notes. And while you're there. Don't forget to check out the success stories from other mortgage bros who've already seen incredible results. Thanks for listening, and I'll see you on the next episode.