Podcast Summary: “Your Secret Super Power On LinkedIn”

Mortgage Marketing Radio
Host: Geoff Zimpfer
Guest: Raquel “Rocky” Boris
Date: July 31, 2024

Episode Overview

In this episode, host Geoff Zimpfer dives deep with Raquel Boris—also known as “Rocky”—brand strategist, creator, speaker, and External Brand Communications Manager at New American Funding. Together, they unpack the real meaning of personal branding, especially on LinkedIn, and why authenticity, creativity, and raw, in-the-moment content are the actual superpowers for today’s mortgage pros and marketers. Beyond platforms and tech tips, this conversation explores generational marketing, content capture, staying relevant, and bridging the gap to empower both colleagues and the next generation of consumers.

Key Discussion Points & Insights

Who Is Raquel Boris?

• Authentic, multifaceted, and ever-evolving:
  • Raquel discusses her ongoing journey of self-discovery, therapy, and embracing all aspects of her personality—sports lover, symphony goer, hip-hop fan, and “queen of goofiness.”
  • [00:14] “As we get older, I don’t want to be labeled or put in a box. There’s so many wonderful facets to me.” – Raquel
• Creativity fuels marketing:
  • Her background in art history and growing up in an artistic family feeds her content creation and marketing approach.
• Forging her own professional path:
  • Raquel’s current role at New American Funding was created for her, blending her skills in content, social media, and brand communication.

Tying Passion to Personal Brand

• Leveraging personal interests for content:
  • The duo riffs on 90s hip-hop, bridging generational divides, and how sharing personal music choices starts conversations and engagement.
  • [04:42] “My interest in 90s rap helps my creativity. It helps me create content, it helps with my marketing.” – Raquel

LinkedIn: Authenticity Over Polish

• Shifting the perception of professionalism:
  • Raquel shares her surprise that LinkedIn has become her favorite platform and where she thrives most, despite originally seeing it as “too polished.”
  • [11:14] “I never would have thought that LinkedIn would’ve been the social media platform that’s the one I’ve thrived the most and love the most.”

Must You Be “Professional” on LinkedIn?

• No, but respect your network:
  • While you don’t need to be stiff or overly polished, understanding and respecting the audience’s expectations is key.
  • [12:04] “You don’t have to be polished, but you do have to respect your community.” – Raquel
• Authenticity as a growth strategy:
  • Raquel’s viral Milli Vanilli dance videos sparked engagement because they were fun and different, even though they were met with criticism. She encourages others to bring their full selves—serious and goofy, professional or relaxed.
  • [13:47] “You have to be able to be 100% who you are and be very authentic in order for people to really want to connect with you… It would be a disservice if I wasn’t showing that side.”

Establishing Credibility First

• Sequence matters:
  • Before showcasing your quirkiest side, first establish credibility and connection—then people “get” your authentic voice.
  • [15:03] “I grew my following and got them to trust me… so when I was posting goofy stuff, they understood where it was coming from.” – Raquel

Getting Started & Overcoming Fear

• Encouraging transparency:
  • Don’t be afraid to tell your audience you’re new:
    • [16:50] “I tell people to say that… People are going to want to root for you, so be honest about it.”
  • Building confidence on video takes time:
    • Raquel’s first attempt was “cringy,” but realness brought comfort and connection.
    • [18:44] “It took a while for me to get comfortable in front of my phone…”

Video, Content Creation & Practical Tips

• Video is king (even on LinkedIn):
  • The platform is moving toward short-form video as seen on TikTok and Instagram.
    • [17:52] “LinkedIn is leaning more towards video, too… it’s easier to connect with your audience.”
• Process: Capture in the moment, don’t over-edit:
  • Raquel does all her content herself—no scheduled posts or pre-curated content.
    • [19:55] “I’m more in the moment kind of gal… to prove you can do it your way and still be successful.”

Tech Stack: Simple but Effective

• InShot (Mobile Video App):
  • Raquel’s go-to for mobile editing with user-friendly features and continuous updates.
    • [21:10] “InShot is my favorite app and I’ve been using it for years… They keep adding features, so they added captions…”

Training Yourself to Find Content Opportunities

• Awareness develops over time:
  • Both host and guest discuss the shift to seeing “content moments” everywhere—at hotels, gyms, or even in daily errands.
    • [23:48] Geoff: “I had to start to train my brain to create awareness for content capture opportunities…”
    • [24:55] Raquel: “Now I’m that person… I walk around constantly thinking about how to create content.”

Setting Boundaries

• Selfies vs. Public Comfort:
  • Generational differences exist—some are comfortable recording everywhere, others prefer privacy.
    • [25:30] Raquel: “That still embarrasses me. I will not pull my phone out when there’s people around and I’m in public…”

What Counts as Content?

• Content is everywhere:
  • Everyday conversations, raw moments, behind-the-scenes glimpses—these are authentic and more relatable to today’s audiences.
    • [27:19] “I talk about how content’s everywhere. There’s a learning lesson in everything.”
  • [29:17] “It’s weird, people want to get these insights into your day. Like, what do you do?”

The Value of Raw & Relatable Content

• Raw > Curated:

  • Both Raquel and Geoff agree that unscripted, imperfect, “in the car with a baseball cap” type videos draw more genuine attention than polished productions.
    • [29:50] “If there’s a curated video, I most likely will not stop. But if I suddenly see a video of someone in their car… I’m more inclined to want to hear what they have to say because I know it’s in the moment and it’s raw.” – Raquel

• Create what resonates with YOU:

  • Your vibe attracts your tribe; there’s no need to “fake it,” and your content should match your authentic self.
    • [30:18] “You gotta be true to yourself… It’s got to resonate with you. You can’t fake it and be all polished.”

Generational Insights & Bridging the Gap

• Younger generations want authenticity:

  • Younger audiences, including first-time homebuyers, prefer less-polished, more genuine content.
    • [33:48] “Our younger generations want more of that type of content. That’s what they relate to… I see it with my kids.”

• Bridging the gap with “Rock the Boat”:

  • Raquel’s Rock the Boat show emphasizes youth empowerment and candid conversations with kids, building connections across generations and helping mortgage pros understand future consumers.
    • [35:11] “With Rock the Boat, it’s so important because I want to bridge that generational gap and hear what they have to say so that we can relate more to them…”

• Education as purpose—First Home IQ:

  • Raquel is also an ambassador for First Home IQ, teaching financial literacy and homeownership to young people, reinforcing that content can be motivation- and service-driven.

Notable Quotes & Memorable Moments

• On not fitting in a box:
  • [00:30] “There are so many wonderful facets to me. So to try to explain who I am is kind of difficult.” – Raquel
• On authenticity on LinkedIn:
  • [13:47] “You have to be able to be 100% who you are and be very authentic in order for people to really want to connect with you.” – Raquel
• On overcoming criticism:
  • [12:45] “It almost got me off LinkedIn… but then Michael Hammond, without even knowing anything, made a post about me the next day… so then I stayed on.” – Raquel
• On encouraging newbies:
  • [16:50] “If it’s your first video, like, who cares if people know? I mean, you gotta start somewhere.” – Raquel
• On creating content “in real time”:
  • [19:55] “I always posted in real time because I wanted people to really get a sense of, like, oh, she was just at this event or she just had this moment and she wants to share it with us right now.” – Raquel
• On motivation for content:
  • [35:11] “It’s so important… to bridge that generational gap and hear what they have to say so that we can relate more to them and understand where they’re coming from.” – Raquel

Timestamps for Key Segments

• [00:14] – Raquel introduces herself, rejecting labels
• [01:19] – Discussing Raquel’s eclectic background and online persona
• [03:15] – 90s rap, Tupac, Snoop Dogg, and creativity as content fuel
• [05:30] – Defining personal brand and what it means in action
• [08:53] – Creating a unique career path in mortgage marketing
• [11:00] – Experiences with LinkedIn and shifting platform perceptions
• [12:04] – The real “rules” for authenticity and respect on LinkedIn
• [13:42] – Going viral with unfiltered videos; dealing with online criticism
• [17:52] – Video’s rising place on LinkedIn and platform evolution
• [19:55] – Posting in the moment, real-time content over curated scheduling
• [21:10] – Recommended mobile app (InShot) for easy editing
• [23:48] – Training your brain to spot content capture opportunities
• [25:30] – Generational comfort/discomfort with public selfies and video
• [27:19] – Everyday lessons and “relatable” content
• [29:17] – Why unscripted content gets more engagement
• [33:48] – Youth motivations and adjusting content approaches
• [35:11] – Vision for Rock the Boat and bridging generational gaps

Actionable Insights for Mortgage Pros

• There is no single “right” way: Post in your own voice. Don’t wait for full polish or a professional production—your audience cares about realness.
• Be honest about your journey: Whether you’re new to content or a seasoned pro, transparency and humility build community.
• Content opportunities are everywhere: Develop the reflex to capture meaningful moments—“in the car” wisdom, behind-the-scenes, or client wins.
• Raw content resonates with rising generations: Less script, more personality. Observe what your kids or younger colleagues are consuming and adapt accordingly.

Connect with Raquel Boris

• LinkedIn: Raquel Boris on LinkedIn
• Instagram: @RaquelBoris
• YouTube (Rock the Boat): Rock the Boat
• First Home IQ: First Home IQ

Summary compiled to reflect the original tone, humor, and candid style of the episode, providing a comprehensive and useful overview for those who missed the conversation!