Mortgage Marketing Radio – Episode Summary

Episode Title: How to Get Clients from Social Media
Date: July 2, 2024
Host: Geoff Zimpfer
Guest: Josh Pitts, Shred Media Founder & Social Media Expert

Overview

In this engaging episode, Mortgage Marketing Radio host Geoff Zimpfer welcomes Josh Pitts, a veteran mortgage professional turned social media entrepreneur, to discuss practical strategies for generating real business from social media. The conversation dives deep into content creation challenges, the mindset behind successful social media efforts, actionable posting tactics, and new tools—like Josh’s Shreddit app—that make it easier than ever for loan officers to stand out and earn clients online.

Key Discussion Points & Insights

The Reality & Power of Content "Envy"

(00:26 – 01:58)

• Mutual Respect: Geoff starts by expressing “content envy” toward Josh’s video work, noting how some creators seem to make it look easy.
• Josh’s Perspective:
  • Everyone experiences envy when seeing others’ great content.
  • Josh refers to Austin Kleon’s Steal Like an Artist, encouraging listeners to “take inspiration and make it your own.”
  • Notable Quote:
    • “If I see somebody...I’m like, dang, that looks amazing...What can I do now? How can I go and take that and make it my own?” – Josh Pitts (00:55)
• Big Idea: Use envy as fuel for your own creativity, not a barrier.

Josh Pitts' Background: From Mortgages to Media

(01:58 – 03:42)

• Career Path: Josh worked up from a junior LO to brokerage owner, always using organic social media as a growth engine.
• Transition: As demand grew from peers for training, Josh launched Shred Media, specializing in helping others grow their business with content.
• Current Focus: Launch of Shreddit, an all-in-one content editing app using both AI and real human editors.
• Notable Quote:
  • “We help companies grow their business on social media...Editing is half the equation. That’s why we launched Shreddit.” – Josh Pitts (02:06)

The Challenge of Content Editing

(03:42 – 06:07)

• Pain Point: Geoff and Josh agree: Editing is usually the biggest roadblock after filming.
• AI Tools vs. Human Touch:
  • Geoff details frustrations with AI editing platforms that “never grab the clip I want” (04:07).
  • Josh built Shreddit to “have a real person...looking, like, ‘This is what really was trying to be shared.’” (06:07)
• Building from Scratch:
  • “If you ever decide to build an app, it is so—the biggest headache. Becoming a technology company...Wow.” – Josh Pitts (07:41)

Why Social Media Matters for Originators

(08:59 – 12:27)

• The Business Case:
  • Content isn’t just for fun; it keeps you “top of mind and relevant”—that’s what generates deals.
• Staggering Potential:
  • Geoff cites a stat: “50 million people in the U.S. are earning money from social media, and 15% are earning $100,000 or more.” (10:20)
• Josh’s Reality Check:
  • Don’t chase influencer fame. For mortgage pros, “your goal should be building your business...not becoming the next influencer.” (11:12)

Tangible ROI from Social Media—even Modestly

(11:42 – 16:27)

• Shift Over Time:
  • Whereas referral partners and past clients once dominated as sources, more originators now say social media brings in 10–20% of their business.
• Consistency > Virality:
  • “You don’t start posting content today and get loans tomorrow...It’s about consistency.” – Josh Pitts (12:27)
• Josh’s Rule:
  • “You should be getting at least 10 deals a year from social media. That’s less than one a month.” (16:11)
• Low Bar for Entry:
  • Average LO posts less than twice a month. Simply showing up once a week gives you a major edge. (17:19)

What to Post: Moving Beyond Mortgage Jargon

(17:19 – 24:09)

• Mistake:
  • Most pros only talk mortgages, but clients care about you.
• Analogy:
  • “You’d never walk into a barbecue and shout about rates...so don’t do it on social, either.” (19:46)
• Community vs. Audience:
  • “A community is people you talk with. An audience is people you talk at.” – Josh Pitts (18:56)
• Practical Posting Ideas:
  • Answer recent client FAQs.
  • Share about your real life—kids’ events, hobbies, even “goat yoga” (25:38).

Overcoming Content Paralysis: Easy Entry Points

(23:21 – 26:07)

• Top Tips:
  • Use Google’s most searched mortgage questions.
  • Begin with “get to know me” posts if you’re restarting or introducing yourself.
  • Search relevant hashtags or content for inspiration, but make it your own.
• Notable Quote:
  • “Your first few posts? They can be super corny, but give your community a backstage pass to what’s going on in your life.” – Josh Pitts (24:11)

Social Media = Networking, Just Amplified

(26:07 – 28:53)

• Mindset Shift:
  • See your followers as a community, not a faceless audience.
  • Social media is like a permanent networking event, just online and at scale.
• Eye-Opening Stat:
  • “The average adult spends 2.8 hours a day on social—imagine that as daily face time with prospects.” (27:18)
• 500 Followers = A Full Room:
  • “If you stood in front of 500 people, you’d be nervous—yet you worry you ‘only’ have 500 followers?” (28:53)

Quality vs. Quantity and Platform Selection

(30:43 – 35:14)

• Quantity First:
  • Josh references Mr. Beast: the first 100 videos suck—they’re about learning, not perfection.
  • “Perfection kills progress. Don’t overthink it; just get started.” (32:12)
• Platform Advice:
  • You don’t need to be everywhere.
    • “Start where you’re most comfortable...Facebook and Instagram are powerful and cross-post easily.” – Josh Pitts (33:24)
  • “Facebook is NOT dead; the older demographic is where most buyers are.” (33:49)

Streamlining Production: How Shreddit Solves the Editing Headache

(35:14 – 38:35)

• Geoff’s Endorsement:
  • “Yours is the ONLY app I know with a live editor to fine-tune the output to your preferences.” (35:41)
• Team Advantage:
  • Shreddit’s editors learn your style and personality, focusing on authenticity and consistent branding.
  • “You can’t replace video editing with just AI—people need to see that emotion.” – Josh Pitts (37:01)
• Affordability:
  • All plans are under $400/month—cheaper and more consistent than hiring freelancers.

Making It Simple: No Excuses

(39:02 – 40:38)

• Efficiency Over Overwhelm:
  • Shreddit was designed so users can do everything from a phone—with edited content back in 48 hours.
  • “No need for fancy cameras. Just hit record!” (40:04)
• Evaluate Your Tools:
  • Geoff shares his habit of reviewing all monthly expenses—including software—to ensure it’s worth his time and money.

Personal Moment: Josh’s Sailing Adventure & Life Lessons

(40:54 – 42:43)

• Living What He Preaches:
  • Josh and his family sold everything and are now living on a sailboat, planning to circumnavigate the globe.
  • “It was rough...But you get better, and you get used to it—just like posting video.” – Geoff Zimpfer (42:06)
• Analogy:
  • Starting social media is like your first night sailing—bumpy at first, but soon you’re “rocking it.”

Notable Quotes & Memorable Moments

• “Content envy is a real thing.” – Josh Pitts (00:55)
• “If you create value, just make it yours. Steal like an artist.” – Josh Pitts (00:59)
• “Your brand is only an extension of your reputation.” – Josh Pitts (14:30)
• “People care about what you do on the weekend, not the latest FHA program.” – Josh Pitts (19:46)
• “A community is people you talk with. An audience is people you talk at.” – Josh Pitts (18:56)
• “Perfection kills progress...You're never going to get to your 100th video if you fuss over your first.” – Josh Pitts (32:12)
• “If you stood in front of 500 people, you'd freak out. But that's what you're doing on social media.” – Josh Pitts (28:53)
• “You don’t need to be everywhere; start where you’re already spending time.” – Josh Pitts (33:24)

Timestamps for Important Segments

• 00:26 – Content envy & creative inspiration
• 02:06 – Josh’s journey from LO to content coach
• 04:07 – Pain points with current editing solutions
• 06:07 – Why human editors are still vital
• 10:20 – Social media as a major source of new business
• 15:47 – ROI of a handful of extra deals per year
• 17:16 – The shockingly low industry average for social posts
• 19:46 – What clients really want to see (hint: not just rates)
• 23:51 – What to post if you’re feeling stuck
• 27:18 – Social media as “perpetual networking”
• 32:12 – Don’t chase perfection. Just start.
• 33:24 – Platform strategy: where to post first
• 35:41 – Human-edited video as a differentiator
• 40:54 – Josh’s real-life adventure sailing the world

Actionable Takeaways

• Don’t let editing and posting be your bottleneck. Consider solutions—or hire help—so your expertise reaches your community consistently.
• Authenticity and relationship-building should be your brand’s core, not only mortgage stats and product info.
• Start with the platform you spend most time on; don't “spray and pray.”
• “Just get started.” The first posts are about learning, not perfection.
• No excuses—there are affordable tools and prompts to simplify every step now.
• Remember: Your immediate social media audience is a roomful of potential clients. Treat them as a community, not a broadcast list.

Links & Resources

• Shreddit App with 15% Listener Discount — Use code “RADIO” at checkout
• Josh Pitts on Instagram: @joshpittsshred

For listeners:
If you’re an originator looking to add extra loans, generate leads, and build a lasting client base through content and social media, this episode provides not only inspiring stories but concrete strategies and tools to take action—no matter where you’re starting from.

End of Summary