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The Amazing Intern - Turning Your A.I. Curiosity Into Confidence
Ep 51: The Flood Insurance Guru & ChatGPT - A Conversation With Chris Greene
00:44:56
In this episode, Cary Weston sits down with Chris Greene, founder of the Flood Insurance Guru, a niche insurance and marketing expert who transformed his business by embracing video content and AI tools. Chris shares his journey of scaling his company...
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- [00:02]
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- [01:06]
Kerry Westin
Well, hey there. Welcome to episode 51 of the ChatGPT experiment. My name is Kerry Westin, I am your host and today I'm going to share with you a conversation with Chris Green of the Flood Insurance Guru. Pretty interesting situation here and I'll get into that in just a second. But first, hope you're well. Hope things are going good for you as the year winds down. It's a busy time now with we got kids and all the activities. We got Christmas parties and of course I'm up here in Maine and we got snow falling. Actually the snow's falling now as I'm looking out. It's about 4 or 5 inches on the ground and clearing sidewalks and clearing driveways. It's the interesting time of year, but for me I like the snow. I don't know if you're a snow person, if you're a warm beach person, but I don't mind putting a few extra layers on and spending some time outside. Interesting time for me as well. I've got a 15 year old daughter who has her driving permit and so we've been getting our driving hours in and you know, like they say, if you're a skier, if you can ski the east, you can ski anywhere. If you can drive this time of year, if we can learn how to drive and navigate the icy roads of Maine this time of year, she's going to be a good driver. But tell you what, there isn't a handle close enough on the passenger side when we go out driving. That fake brake is real and grabbing the handle is something I've been doing more, more and more of as we go through. But welcome to the show. So Chris, I met Chris a few years ago and instantly came to know Chris as an ambitious, multitasking, forever curious person and have had the opportunity of working with them over the years and it's been fascinating to watch. And what Chris does, Chris is a flood insurance agent and has really tackled YouTube with a vengeance. So what Chris does is he creates geographically relevant content using YouTube and talks about flood insurance, educating consumers like no one else I've seen and has really built a huge library over the years that has turned into a massive lead generation program. And he's taken that lead generation experience and turned it into a marketing company of his own. And he's now teaching agents how to do what he's been doing. But when we started talking, it wasn't about ideas and it wasn't about what to do, it was how to do it better, how to be more efficient, how to expedite a process, organize a process and get all of the ideas and circus music inside Chris's head into a system that could help him be efficient. And that's where ChatGPT came into play. So our work together early was organizing and getting systems and processes in place and then implementing some best practices for ChatGPT, which has turned into a content generating, I would say, superstar. Just mega efforts here. And you're going to hear Chris talk about his journey and his path. And I shared with you, he's forever curious. He's actually, amongst all the things that he's doing, decided that it's time for him to go and get his master's. So he's been involved in a master's degree program and using Chat cpt. You'll hear him speak, how he organizes his assignments and becomes more efficient while he's doing that, on top of running a business, on top of managing employees, and on top of training and teaching other folks. And here's an interesting piece is Chris, over the years has lost almost 80% of his sight and that normally would turn back some people from being more productive. And Chris has found ways of actually overcoming that with the use of ChatGPT as well as others. But pretty inspirational as he keeps going and moving forward. And as I say on the show here, being forever curious is an absolute asset in learning anything in Life, much less ChatGPT. And I would say Chris is the absolute model of that. So it's my pleasure of sharing my conversation here with Chris. You're going to get a lot out of this in terms of where he's been, how he looks at it, what he does it, and looking at tomorrow in terms of how he's putting his processes together and how he's putting his work, his collaboration, both with his company, with his employees and the people that he's teaching. Right. So as the year comes down, I hope you have a great holiday season. And until we talk again, do stay curious. Okay? And here's my conversation with Chris Green.
- [05:42]
Chris Green
Hey, Chris, welcome to the show, my man.
- [05:45]
Thanks for having me.
- [05:46]
Karen, I need you to tell folks who you are and what you do so they know the context that we're talking today.
- [05:52]
Yeah. So my name is Chris Green. I run the flood and shirts do roof that. I started about seven years ago when I had a major problem. And the problem was I had people coming to me, they had crying. They lost everything. I wish I would have known this. I wish I would have known that. And so I decided to start traveling the country and testing video. And this is back in 2017, 2018 videos just coming out. I did a 30 day test. I said, you know what, we're going to walk away from everything we've done the last six years with a traditional insurance agency and we're going to focus solely on video for one year. We're going to see what happens. At the end of the year, we're going to decide if we're going to niche down or if we're going to stay what we're doing. So after that year, I learned the podcast, I learned blogging. My messenger was filled with, hey, can you answer this? Can you answer that? And God just kind of showed me, you know what, it's time to take the leap and niche. Well, the problem was that when I niche like this, you couldn't buy leads. So we had to figure out a way to generate leads, which is what we started doing with our videos where we were following Marcus Sheridan's they ask your answer. And now, seven years later, more than probably 5,000 videos later, we've generated about two and a half million dollars in revenue for the insurance side and we started a marketing agency side where I teach some other companies how to kind of do what we've done with video and with inbound. With the new FCC rule changes coming in December of hey, how do I generate leads? But more importantly, how do I create the right customer experience? And that's kind of where we are today.
- [07:12]
That's, that's so cool. And so when we first met back to Cleveland, I was like, who is this guy? Doing all these videos. He's in Alabama, he's in St. Louis. He's, he's going all these different places. So it's paid dividends for you. And since I've gotten to know you, you've got a lot of balls in.
- [07:30]
Kerry Westin
The air, my man.
- [07:31]
Chris Green
You are, you are busy and going at it, aren't you?
- [07:34]
I am. I, you know, I went through that challenge, you know, traveling the country like that, and I come off the road for a little bit, end up having congestive heart failure. And it completely changed everything for me. But I told people, look, had I not implemented that video strategy, I think our company truly would have been out of business and. Because at least it could keep going when I was out. Yeah.
- [07:54]
And you started teaching others. This is, this is relative. Recently, right? That's, that's basically this year. I think you've started teaching others more and more.
- [08:01]
I have probably the last six months, two years. I work on my master's degree in digital marketing at Wake Forest. A lot of companies just come to us and they have for years and they're, hey, can you help me with this? We just haven't had time. Well, this year I finally jumped and hired a full time content manager, or, you know, Jacob. And so what I've done now is I've also sent Jacob through They Ask youk Answer coaching. He just started last week. And so Jacob's kind of my implementer and I'm the visionary.
- [08:26]
Let's just, let's just start at the beginning. When you, when you decided to do this, taking that leap. Because this is the one thing that a lot of folks struggle with, is the authenticity and courage just to do one thing and to make it about yourself, make it about your passion. How hard was it for you to commit to that 30 days just to do that, that one thing? And how did you decide what that one thing was going to be?
- [08:49]
Well, for me, the one thing was actually pretty easy because I have a master's degree in flood mitigation. I bought a house in the flood zone. I had a terrible experience with it. So like my competition says, hey, we spend thousands of dollars a month on ads every month, but we cannot compete with your story and what I tell our team every day. But our stellar story is our unique selling proposition because other people are going through the same thing. So that part was easy. The 30 days of video, coming up with the ideas, you know, you didn't have chat, GPT and all these things, you had to really figure it out. And what I would do is I would go through our CRM, I would figure out, hey, what are our customers asking us? I mean I didn't even go full fledged flood. I even tweaked it a little bit auto at home I shoot a video walking with an umbrella, talking about umbrella policy. I shot a video in front of my daughter's dollhouse talking about roof damage and half the roof, I had taken half the roof off. And those were kind of things, things I started testing out. And then that's when I kind of got in the flood though. After the disaster in Nebraska in 2018 that happened and all these people started asking me, I told my wife I'm gonna start traveling. And she said, God, you're probably crazy on this. There's no income in it, you know, what are you going to do? And it was a total gamble. And look, you don't have to travel the country doing that. But what I discovered was there's something about trust and no green screen. I don't know what it is, but there's just something that this barrier comes down when people see that you're non farmer green screen, that you're in their neighborhood answering their questions.
- [10:12]
Authenticity.
- [10:13]
Yeah, I don't know since I felt, as I tell people today, look, majority of the time I still shoot videos in front of a green screen. I'm usually outside. You know, I want people to understand when my videos on mute what I'm talking about. I might be sitting from work, I might be sent from a house. Do I do it more locally now? Absolutely. But you know, that's because I've kind of figured out, you know, whatever topic it is I'm discussing.
- [10:34]
And I remember that the. I was in Florida, I was down at a conference with my wife in Florida and a mutual connection of ours connected us once again. And you and I started talking about your business. And that's when ChatGPT kind of came into the play was how do you kind of utilize it for the goals that you had? Do you remember that conversation?
- [10:58]
I do. You know, I'd kind of started to get into it a little bit. And of course you kind of way, you were way ahead of everybody at that point.
- [11:07]
And you started using it for idea thought generation. And then the cool thing about where you were at and you're still doing it, I know you and Jacob are still doing it to this day. You just talked about to date these 5,000 videos that you've created and getting to know you, I know that you know your stuff. You come at it from an empathetic position and you think about the customer and you give. Because of that situation that you were in, you say you have a personal story where you said, I'm not going to allow anyone to be in that position again if I can help it. And you've continued to teach and educate through video. And then what you ended up with as a, as a secondary bonus to all the other things that you've already mentioned is you've got a terrific library now of transcripts that you can utilize and start creating articles and resources on the non video side. Yeah. And you've, you've been diving into that, I believe we have.
- [11:59]
And we've actually been using the they Ask youk Answer content reviewer mixed with a story brand reviewer, an SEO reviewer on ChatGPT. And what we do is we take the transcription from the video. So now we've got the subject matter expert information mixed with, you know, how we're building with ChatGPT, these other things. And when I tell people, look, our competition is doing this on a 30,000 foot view, we're doing it on a thousand foot view. And that's another thing they can't compete with because they're not willing to spend the money and the time to do the research.
- [12:28]
So you just opened up a path that I want to, I want to open this door. You say, I've got these specialists. I think you said GPTs. You got these specialist GPTs. What does that mean?
- [12:40]
Yeah, I've built, I build a GPT for everything. For example, at school they're, oh, you can't use, you cannot use artificial intelligence. And I said, look, I don't use it to copy and paste. You know, every time I start a new class, I take all of my documents from the class, I take the syllabus, the objectives, I put everything in there. And what happens is when I'm working on an assignment, I go back and forth with it for an hour, hour and a half as I'm building the assignment. So when I tell people it's my assistant, I do not text it, I always speak to it. And I go back and forth. Like yesterday while working on a project for my midterm, we went back and forth for almost two hours as I put the data in there and I continue to tweak and say, no, I don't like this idea, I like this idea instead. And we went back and forth and I've got 80% of it done now, where all I have to do is take it and put it into the format. I Need. And we basically got it ready to go. And that's the same thing with what I tell with Jacob. I was like, look, you've got to speak to it. But he takes the video transcription, puts in descript, he's got what he needs in the subject matter expert. And then what we do is we create a trello board with it where, you know, he writes it, gets everything ready to go, gets ready for the review. I like it, great, get it ready to publish. If not, I'm going back to revision. We call it the assembly line of content now because the project management board makes it so easy where we're able to put the chat GPT basically transcript in there to kind of go off, you know, headings like H2H1. Because how we're designing with multiple GPT, you know, we're not just sending this thing to one GPT and copy and paste it.
- [14:02]
So let's talk about that for a second because there's a lot of folks listening that don't understand what you just said about multiple GPTs. So you're creating a specialist GPT. Give me a specific for instance, just so we can help people understand.
- [14:13]
Yeah, so I've actually got one called YouTube Story Builder or Target Audience Builder that I use for clients. Now when I'm helping to build out their target audience, I start putting all the data in there from model service called Smart Toro. And then we start building their target audience. Because what I tell like our marketing clients is, look, your first step is you got to understand who it is you're serving. You've got to understand their demographics, their behavioral aspir. Aspirational attributable. What are they doing online? What's their search activity look like? And I use that to actually go then over to Claude and actually build a diagram that shows us, hey, this contractor in the middle, for example. And it points to all these different things. And these different things are showing him, hey, use a behavior. Here's his household income. He's married, he's got two kids. He went to a vocational school in Arizona. He's a contractor in Arizona. These are the concerns of him. And they're like, man, once you have. It's so easy. I tell Jacob and he understands it. Now, man, once I have the subject matter expert and I have this information over here, I don't. I can't write three to five blogs a week. I write 15 to 20 and they're really good articles. It saves me 80% of my time. And I'll give you an example yes, please. Not just the ChatGPT, but like for example, Claude Jacob was working on something in HubSpot and Search Atlas, which is one of our SEO tools, to say, hey, I cannot get this HTML to line up correctly in HubSpot. Went back and forth for an hour. I said, here, take it, put in Claude and I'll have it ready to go for here in five minutes. He said, holy cow, you're right. It had literally posted everything correctly with me because the way it does code. And I said, jacob, that's why I tell you, artificial intelligence member, you can't be tied to a tool, these tools, doing something different. You've got to have the right foundation of process. So when one of these tools fail, you know what to do.
- [15:50]
So I'm going to tell you what I'm doing with it with a bot in one specific instance. And I think this is what you just shared with me is I've got an insurance client. They, they're active in captives. And so we've created a bot that is their core audience.
- [16:09]
Okay?
- [16:09]
And we fed that the custom, when I say bought a custom GPT and we fed it the fears, anxieties, concerns, what they're looking for, what they want, what they're dealing with, what they're frustrated with, who they are, maybe what they're doing. And I've created this custom GPT that thinks like the ideal customer. And then when I go and create content or have ideas, I actually ask that GPT, does this resonate with you? What do you think about this? Do you have any questions? If you were to read this, what would you think? Are you doing something similar? Is that how you're using bots? You're basically using them as a sounding board.
- [16:44]
Yeah, we're not just a sounding board. I can tell them we use them just like a team member. In fact, with HubSpot right now, what we're trying to, we're testing with the ChatGPT and all the videos that I've produced is we're building artificial intelligence videos. And my dad kind of pushes back on me on this a little bit. Oh, you know, why would your customer want to see an AI video? I said, dad, let me ask you a question. When you go to a website and a chatbot comes on, is it frustrating for you? He said, yes. I said, but what if there was a video there instead? I said, how would that improve your experience? He said, way better than a chatbot. I said, yes, that's exactly what it's for. But it's actually A video of me.
- [17:19]
And what tool are you using for that?
- [17:21]
Hey, Jen.
- [17:24]
Yep.
- [17:24]
It's how we're kind of testing out. But what it's doing then is the way Impacts helped us build out the new theme for HubSpot. It's going through the search and it's pulling all our data from there, all the questions we've answered, and it's bringing it back in that artificial intelligence video in about 15 seconds.
- [17:38]
And so someone's able to engage with you. You said, hey, Jib. That's the.
- [17:42]
Hey, Jin. A H E Y G E N.
- [17:45]
G E N. So you're able to actually load in your knowledge base and it's creating videos coming back and it looks like you.
- [17:52]
Yeah, looks pretty close. Actually. It's a replica. It looks just like me because it's a video I've actually uploaded of me. Lips are off just a little bit, but it looks just like me.
- [18:01]
Yeah.
- [18:02]
And I even tell it, hey, this isn't Chris. This is Chris's assistant or something like that. So they don't feel like we're trying to trick them.
- [18:08]
Yeah, the younger, more handsome version.
- [18:10]
Yeah. And so my team doesn't really like it. But like I tell a team, I said, the purpose of artificial intelligence is not that you get replaced, it's that you have a better job. It's that you're not wasting your time with a lot of data entry stuff. It's that the money that you're earning, the company can see the roi, but you can also enjoy the other things you're doing because you're doing the things you enjoy. You're not doing those terrible tasks you hate doing every day.
- [18:33]
Yeah, yeah. The messy middle. Right. The assembly line stuff in the middle.
- [18:38]
And you look at the same time, though, you know, the way AI is going now, though, you're only going to need about 20% of the staff you needed before, especially if they don't get on board and they want to keep doing these Montaigne, these just tough tasks they don't need to be doing. And I tell them, I said, look, AI is going to replace you if you don't adjust and get into these other things where you know you're not doing that. If you do continue to go down this route, yes, this is where AI and virtual assistants could replace you.
- [19:05]
So you are using it in a more advanced way than most that I know. From both a tactical point of view, you're maxing, you know, you're maximizing your time and efficiency with it, but you are also you referenced this a little earlier. You're talking to it more than most you're using.
- [19:21]
That's all I do is talk to it. Yep.
- [19:23]
Could you explain what talking to it means?
- [19:25]
Yeah, I put voice command on my computer because I basically have lost about 80% of my vision now, and I don't have a choice on that. But we talk back and forth and so I keep voice command on there and I'll talk. In fact, sometimes I forget to turn voice command off. So when we get off of this podcast, I guarantee the whole transcription is showing up in my chat GPT.
- [19:44]
So it's doing it automatically.
- [19:46]
Doing it automatically because of how it's set up with my Mac.
- [19:49]
Yeah, yeah. So go a little further than that. You are actually. Are you hearing the voice back or is it. Is it a voice to text?
- [19:58]
No, it's the. I have the voice to text or the recording on there. There is one that goes back and forth that I've replicated with my voice, but it's not as accurate yet. But I do use it sometimes because I'm still testing and building it. But like, for example, this weekend, I used it to build the new compensation plans for each one of our team members for 2025. And we went back and forth and said, hey, here, you know, here are the areas where the revenue comes from. Here are the KPIs I want to track and all these different things. And I was able to build a compensation plan for each one of our team members in a matter of about an hour compared to eight hours.
- [20:31]
So knowing you the way I do, I. I knew the minute I started talking with you, and I can tell and reinforce this now, that at any given time you've got at least five ideas going through your head with probably circus music behind it. So how is talking out loud to chatgpt helping you be productive?
- [20:52]
Well, one reason is think about when. That's how Jacob do look when you text something to something and you talk to it, completely different conversation. I call this conversational intelligence. And that's why I teach law of our clients too. This is where the world's going. Think about this. When someone goes to search for insurance online, the way they searched on Google for years compared to now, how they're searching with intelligence, even conversation, the question's being asked differently, which means when you're building an article, you need to understand how the question's being asked on conversational intelligence because you cannot put your business all on Google. You've got to understand how things are changing and if you can figure out a way to do that with good valuable content, you will always show up in these artificial intelligence search tools and all that. Because everybody's like, hey Chris, how do you get to show up with your videos and all this? I said, providing high value human content, that's how.
- [21:41]
And high value, let's dig into that. High value means talking the way you normally would talk, talking the way other people talk, and looking for information the way not, not just buzzwords and SEO. Like you're literally having conversations and putting those conversations into the content you're creating. Right?
- [21:58]
Yeah. Like for example, you know, I go back and I look at five of our top competitors and every one of the copy on every one of the web pages is exactly the same. And a lot of times the information is correct, a lot of it's not. But what we look at, look, we're building up this local page to say for Birmingham, Alabama, these five companies do not discuss Birmingham, Alabama at all. And I said, they also discuss things nationally that actually don't have that much of an impact on rates that people think they do. This is where we need to set this the record straight. And I said, that's how Google and these other AIs are going to recognize us differently. Hey, they're getting very detailed and they're really answering questions here. This is the company we need to recommend when people are putting into the.
- [22:37]
Citations you're coaching and teaching other agents.
- [22:43]
Actually, I told myself I'd never do this. My accent is. I have a few commercial insurance agencies that I work with now, but I also have some roofing companies because Jacob used to be a roofer and it just kind of naturally happened that way. And he came from a roofing company. And so I don't really advertise it, it just kind of come to us because I tell people like, my goal is not to take on a hundred clients. Sorry. My goal is to maybe take on eight to 10. Because like you, I like those one to one conversations. I like to get them, need them one to one. I'm not trying to scale this thing huge. Like I want you to really be able to see the value, but I want you to be able to see the value because I want to test it inside of our agency over here before I recommended it. And so maybe I've been testing something for three to six months before I recommend it.
- [23:26]
So let's get empathetic with the listening audience because 75, 80% of them are curious but not comfortable and have probably even tried it. Once and didn't like it, so they don't know what to do next. What do you find when you first start working with folks? Because I know chat and AI is at the heart of what you're teaching people now. What do you find resonates the most with these folks? What's, what's the one or two tips that you give them that kind of breaks through that aha moment for the folks that you work with and really helps them to understand what they can do next?
- [23:56]
Well, for them it's I, I don't know where to start. And I tell them, look, start by speaking. I just sit there, have a conversation. Hey, I wanted to build out a rural process. I'm wanting to build out a video strategy. Is it going to be perfect? No, but remember, the purpose is that you're looking at a whiteboard and you don't know where to start. What ChatGPT does is it starts putting things on that whiteboard for you. So now you can start to figure that out. Like I said, look, today's the worst it's going to be. But a bad plan in your head. I mean, a bad plan in place is worse than a great plan in your head because at least you're learning from it. Just like automation and all the, you know, AB testing, you don't know until you start writing it out, like I did with the compensation plans. I started going down one road and we ended a completely different route.
- [24:42]
I love that.
- [24:43]
So I started going back. You're going back and forth. I always tell people, content, whatever you're looking at, a whiteboard is completely empty. Where ChatGPT is going to help you, it's going to start writing things on there. It's going to start giving you ideas when you see a word or you see a sentence.
- [24:57]
And what do people struggle with the most at the beginning?
- [25:01]
They think it's going to be Terminator.
- [25:04]
What's that mean?
- [25:05]
They think the robots are going to take over the world, like in the movie Terminator. They don't think, hey, you know, this really can help me. And what I help a lot of people with right now is actually building out, you know, we'll call it an intranet. With ChatGPT, where you have all these different GPTs for your team because you're paying for the teams, because we pay for the team. So I give my team access to all the GPTs and what happens is they can go in one. For example, we've got one for insurance carriers, so they may put two documents in it. From two different carriers and say, hey, show me the exclusions here for each carrier. So then when I meet with a client, they have a better understanding of what's covered, what's not. Or we may have a 700 page manual from the federal government that we're just trying to find one thing. Well now we have a GPT built just for that manual. Hey, I'm trying to get this question answered. Boom.
- [25:53]
And so that, that first situation we said of comparing policies, what, what GPT would you have fed that to? Would you have created an insurance agent GPT?
- [26:03]
I would probably create and create one. But you don't even have to create a GPT for it. You just take the two documents. Now it's up people, look, I still go with a paid version on this because even though they say on the non paid version that it's not public data, you know, I just, I don't, I trust the paid version better because you're putting money into it. But you, you don't have to create a GPT for it. You say, hey, I've got these two policy jackets from these two insurance companies. Can you tell me the exclusions for each one or can you tell me, you know, whatever it is you're looking for? You know, I did a video on our YouTube channel, on our flight insurance YouTube channel how to use AI to buy insurance. You know, probably about six months ago when I was teaching people is look, here's how not to be disappointed on claims time. You know what's excluded, you know what's covered because you took the policy jack, you reopen the carrier and you put it in there and it told you. Now instead of spending maybe two hours with your agent, your agent spending two hours going through this policy, you both were able to do in about 10 minutes. You had a better experience, they had a better experience. And overall it's just a better customer experience because I tell people, look, come claims time. On the insurance side, people use disappointment for one of two reasons. Either the agent did not read the full policy and understand it, or the customer didn't. But let's be honest, most customers aren't reading a 70 page document. And this is one way to cut down on that experience.
- [27:17]
So as a homeowner, let's say I just get general liability homeowner car, you know, the basics that we all have in life. You're, you're talking about the actual policyholder utilizing a chat GPT resource to tell them what's in it and what's not in it is that what you're saying. Yep, yep.
- [27:36]
When I tell them, quote. Yeah.
- [27:39]
Do you have specific guidelines for that? Are you using, Are you. Are you using any sort of guidelines for that person or are you just saying, go for it?
- [27:46]
No, I just, I tell them, hey, here's the prompts I've used in here. Tell me what's excluded in this policy. But what happens? I tell them, look, get a copy of this before you sign a paperwork and you sign up, though, so you can analyze it for different companies, and that's going to help you make a better decision as a consumer.
- [28:02]
Do you have any prompts? I would imagine there are folks listening right now that said, that's a good idea. And we're at the end of the year, and typically we have renewal times that come the end of the year.
- [28:10]
Kerry Westin
Beginning of the year.
- [28:11]
Chris Green
Do you have any specific prompts that you can share with me that I could load into the show that would help folks?
- [28:16]
See, I don't really. Because I don't really use a lot of prompts anymore because I'm speaking everything. Yeah, you know, absolutely.
- [28:24]
Talk to that person right now. Chris, let's talk to that homeowner in Boise who just heard you say this, and they're like, you know what? I would like to do that. What? Give me a minute or two. What would you tell that person?
- [28:34]
So listen, just to use it for my homeowners. I am a homeowner in Boise, Idaho, and I am reviewing my insurance policies that are coming up for renewal, and I want to make sure that I'm protected as a homeowner. Can you explain to me what's excluded in this policy? Or, you know what, how do deductibles apply in this situation? And then that's kind of what I taught the company back at me. And then we can start going back and forth.
- [28:58]
Yeah. So I love the set it up right? Give me the background, give me the role. So the other thing that I would, if I were to go there, I would actually say, I don't want to be surprised. Just like you said, I don't want to be surprised come claim time. So can you help me understand questions I might ask my agent or things that I haven't thought about that are either in or not in this policy? I love that.
- [29:19]
And I have a public one for the flood insurance guru. Just a flood guide that we've built kind of that stuff into. But like I tell people, look, when stuff comes up in perplexity and chat should be searched now. That's how it's coming up is how people are asking these conversations to it with Surrey and all these different, you know, voice commands. Now.
- [29:39]
How is your business going to be different now that you've, now that you are using the tools you're doing, having the conversations with your team that you're having and kind of modifying the approach that you take? Let's just look down the road 12 months from now for your business, what do you see yourself doing more of or wanting to do more of that's going to be beneficial?
- [29:57]
Well, it's going to be beneficial. Sadly, it's also going to hurt some of our team members because, you know, someone who was making $100,000 two years ago may only be making $60,000 in the next two years because of how AI to base can help. And so that, that's going to be a little challenging as a business owner. It's going to be beneficial because case, instead of having the overhead of 10 people, you may be able to do it with two or three people. But also having, you know, not having to go up re management levels to get a question answered because of how artificial intelligence can help with that. Like, I've built a GPT called Chris's Brain, and I literally have spoken to it for hours and hours, putting all of our information for our company in there that our team can go in there and ask the question. I even built in my dad jokes that responds to it. Sometimes it drives my team nuts. Then the whole purpose of that is I'm giving it my personality. I don't want my team to feel like they're talking to a robot. I want them to feel like they're talking to a human.
- [30:50]
Kerry Westin
Yeah.
- [30:50]
Chris Green
What's your best dad joke?
- [30:53]
Well, it's actually my daughter's. Do you know why the pencil got flushed on the toilet?
- [30:57]
No.
- [30:58]
It was number two.
- [31:03]
Oh, that will be used very, very soon. I love that one.
- [31:06]
Yeah, she buys one of these dad joke books and everything. So I, I joke with her on that. But I just, you know, I try to add my personality. And I never want a team that like to talk to human. But I also want them to feel like I'm always available even if I'm not available. And this is one way for them to do it.
- [31:21]
What's a. What's a cat's favorite TV show, Chris?
- [31:27]
I don't know.
- [31:28]
Claw in order. All right, we got, we're here all week. Try the version. All right, so you are now teaching your team. You're using it yourself. You are going back into that YouTube library that you've created and creating content from that. And so let me ask you this. You've already created the. Again, this is for the audience that may be looking at this from how do I do this too? Or why would I do this? You've created all these videos. It's out there in the ecosystem. It's working well for you. Why would you take those YouTube videos then and make articles and content from them that they're already out there?
- [32:02]
Well, the YouTube videos are already out there, but in the article, it's a way for my team to be able to show the subject matter expert. I mean, imagine just like Marcus says, hey, you got to interview your staff and all this. My YouTube videos are an on demand interview for them. And so they can even go into the one with Chris's brain and put this video in there and say, all right, what would Chris do in this situation? And then if it doesn't give it the right answer, it tells him to reach directly out to me. It gives him my contact information, all that. But then they understand how I start thinking and how I would answer certain things. And that's kind of how we're using it. But on the blog, though, you know, for writing an article, you gotta have that information in there. The way Google picks up the text. Because they say, you know, Google doesn't pick up that in the YouTube videos. Just like the way we use keywords and chapters and different things in the videos, the way we use, you know, stock photos and stock video to do storytelling. You know, we want people to understand when a situation would apply. What could they lose? What does transformation look like? We're doing the same thing on the blog.
- [33:02]
And why is that more becoming more important? Why is it important to get that information out in written form?
- [33:08]
Well, one reason, the way Google and all these other search engines pick it up. But the other thing is, remember, not everybody likes video. Not everybody likes text. And that's why we've always done an audio version, a text version, a video version, if we can, to help understand. Each audience understands this differently. But also, you know, on page time helps with Google and all these different things. But also saving those articles now, taking those and building an ebook with like. You actually built our first ebook for us, I don't know, about a year and a half ago now. And we basically put it on steroids now. But what I tell people now, we'll take that PDF ebook and we'll turn it into a URL. Now Google is picking up everything out of that Ebook and giving us credit for it and helping with traffic and these types of things. But we're answering the questions in those blogs that other people just aren't willing to answer. Like pricing is one of our best pages on our website and we don't really talk about price at all. We just talk about the factors. But the thing is that almost nobody's willing to do that or they're definitely not willing to discuss their competition. Hey, you've got these two great companies over here. Here's what company one offers. Here's what company two offers.
- [34:17]
And every single. I'm so glad you brought up the search engines because every single update I've seen from Google, who's the monster still over the last 12 months says we're updating our algorithm to better reflect authentic answers that add more value to consumer questions. So they're getting away from SEO or keyword stuffing or following some sort of formula and they're really reading it like a human. Right. And so I would imagine that you taking these transcripts from videos and turning them into multiple articles is giving you a leg up on those changes that are coming to the massive search engine traffic that, that we see. Yeah.
- [34:53]
And we've been doing it now for probably about two years. So we're way ahead of the game here. This is like our competition. They write information for each state a little bit, maybe two or three pages and that's it. I mean we may write 10 to 15 articles for each city because of the way we're using GPT. And Jacob like, hey, I need a video in this. I'll walk outside and I'll shoot a quick five minute video to put on that page. So I always try to put a video these commercial pages and what I try to do in that video is tell people, hey, here's what you're going to find on this page.
- [35:22]
You know, you're giving them upfront information so they can make a decision whether it's relevant for you or not.
- [35:28]
Wait, if it's relevant for them or not. If they can and I try to keep it to less than 60 seconds.
- [35:33]
Yeah.
- [35:33]
Now I'll put some more long form video in there. If it's a, like a pillar page, I'll go on that video. If they want to just watch the video instead they can we take some different approaches. If it's informational, if it's, you know, commercial intent, you know, whatever the intent is there. And I just, you know, I try and do that with our videos.
- [35:50]
So give me some of the feedback that you are getting from folks that find you online, that need what you do and have spent the time looking at the content. What, what kind of feedback are you getting from those folks?
- [36:05]
Well, the first thing is if they ever get me on the phone, they think they're talking to a celebrity and it never, that never gets old. Like, oh, this is a celebrity from the video. They don't look it's a real person. And then when they find it's a real person, they have the trust instantly or hey, I've watched your videos. You sent me a video proposal. Here's my credit card. The first time they call us because they trust, they trust you that, hey, you've answered all my questions. No one else has done that. I searched online for two hours and I spent an hour and a half watching just your information because there was no other information out there. Then when you send me a video proposal, it was you in the video as one of your team members. You know the breakdown you sent me, how easy you made it. I'm ready to move forward. So it takes a maybe a three month process and turns it into three weeks, maybe three days.
- [36:49]
Yeah. Shortens the sales cycle.
- [36:50]
That's also one of the reasons too with our teams too for next year's compensation plan like I built in part of their bonuses to 80% of videos to prospects. And if it's below 80%, bonuses aren't paid. Video company, why do you do that? We are a video company. That is how we built our company is on what I call emotional connections and that's where we use video. If you're just sending someone an email or something like this, there is no difference between you and the competition down the road. Especially when you're like us and you work from Puerto Rico to Hawaii. We use video to build emotional connection. When someone sees, oh, there's somebody behind that email or he took the time to send me a video. Answering my blog comment, I said, this is how we build value with our customers, is they understand that we are real because we understand that they are real. Just like, you know, I tell people, look, as an insurance agency, you don't make your money when you sell a policy. You make your money when a disaster occurred. I had 500 claims during Hurricane Helene and sadly we lost 50 customers that were washed away. And I had conversations with every one of the families of those people there were deceased. And I handled every one of those claims myself. My operations manager was out, but I always do anyway because I'm sending videos, I've built a YouTube playlist just for this type of situation of, hey, I'm going down this road and I don't know what to do. And everyone's like, well, you don't get paid on it though. I said, yes, but when it comes to disaster assistance grants, the clearance process, no one else is willing to do it.
- [38:18]
Yeah.
- [38:19]
And so these people need this information at this time.
- [38:23]
That's exactly what, that's exactly the point I was hoping you'd get to is you are meeting people where they're at whatever phase of the decision making or response or service you have thought about it, you've used your experience and even if it's difficult to say or do, you've done it so that people can value from what you've learned. Yeah, yeah. So, Chris, we've Talked about how ChatGPT is allowing you to make content from videos that you've already created. How are you using ChatGPT in putting together the videos that you're going to make?
- [38:57]
Well, a lot of it is, you know, we use something called, we've used something called Vidiq. We use Marcus's content reviewer. We've got one that I built and what I do is I do it to announce that, look, you'll build what's called a topical map. If someone doesn't understand what a topical map is for your website, think of it like an outline. You've got that main title and you've got these subheadings. Well, that's kind of what a topical map is. You've got these small things under. And I use that now say, hey, build me out a topical map for contractors for commercial insurance in Arizona. And what I like to do is the first video is an intro video saying, hey, here's what you're going to find in this playlist. Then we have six to eight educational videos on different topics. And then the last video is always going to be a frequently asked question video on that main topic is how we close it out. And usually it's 10 videos our clients, which are. And I've done this internally and it's worked extremely well for us, you know, and what happens is each one of those videos, we may be drafting them back to main playlist. We may have a sales funnel built into description like a ebook download or something like that. And I can go in the HubSpot and say, hey, they downloaded this ebook. Then they requested a quote. And so we can see how they're going through the process. We can see how they're engaging using services like Vidyard and YouTube together understand, hey, how much video they're watching. And that's kind of how, you know, we're. We're doing them. We build the videos out, and then I could take the script and say, hey, give me the script, give me the timeframe, give me the visuals, and I can copy and paste that, and I can send it to my video editor, put it in Trello, so when he's editing video, he knows where to put what visuals.
- [40:26]
Love it. And you've, you've referenced the internal system more than once. That Trello board, that project management kind of assembly line, and that really helps you communicate with multiple people in terms of what's in the process. What's the idea stage, what's the reviewing stage? Yeah, it helps you be more productive.
- [40:41]
Right. Not only that, like, I have one for our SEO team. I have one for our content team, I have one for HubSpot projects. But then I have, you know, growing with learning disability, like, you know, I could be over the boards. Then I have a stage called ideas, and those are things I just throw in there in the middle of the night that I might want to discuss two weeks down the road. But I don't want our team to have access to it yet because I don't want to distract them. So that's one way I avoid my brain distracting our team from the day to day they're doing. And then I may go back once a week and say, look, I want to eliminate 90% of these ideas and they never see them, which is fire.
- [41:13]
But you've got it out of your head. Yeah, yeah.
- [41:17]
Written down. Yeah. And so if I want to use it, awesome. But if not, I have room for guidance.
- [41:21]
Yeah, that's awesome. Chris, I'm glad that we got a chance to meet in Cleveland, not Chicago. It's been, it's been fun and very, very educational to watch you evolve your business practice not only with video, with chat, GPT, but how you're actually teaching and expanding and using your experience to benefit others. Before I wrap this up, is there anything that you want to share for the sake of our audience's value that we haven't talked about?
- [41:47]
Yeah. So I'll tell you one. One of my best GPS I've built that I'm getting ready to make public because I've actually built one for visually impaired people. As I've gone through this experience of losing almost all my vision not just once, but twice now in 24 months and figuring out, hey, how do I continue to run a business with 20% third percent of my vision. And ChatGPT is how I've done that, like you mentioned with the assistant, where it talks back to you is where. Really where it's benefiting me now because I can hear what they're saying.
- [42:16]
And the vision is something that you are dealing with. You've got surgery in the near future.
- [42:22]
I have. I had 18 months of injections that brought my vision completely back and sadly, I picked up my suitcase on vacation that I popped my blood vessels in my eyes where I had to start over. So obviously we'll hopefully have it back in about six months. But you know, with school and everything else. Hey, how do I continue to do what I'm doing every day? How do I continue to be a value to my team? But also how do I continue to make sure that leads are coming in, you know, the videos and all this different stuff. How do I continue to do this? Because if I can't continue to do this, then where do the leads come from?
- [42:54]
So I'm interested in that bot that you talked about. What does that bot do for you specifically?
- [43:01]
A lot of it's going to do is speaking to it and it's speaking back. Visualizing. Hey, this is where in the website you would put this. This is where in the blog you would put this. And actually using braille services inside of HubSpot as I'm building it to help me on a computer understand and also understanding. Using handicap services like alternate text and images, those kinds of things. Wow.
- [43:23]
Yeah, these. These are things that we don't really think about as. As often as we should because they're not in front of us until something happens and we realize they're there for a reason. Right? Yeah. Well, I. It's probably an understatement to say that your work ethic and deliverables is an inspiration to many. It's been, like I said, it's been fascinating to watch you. I really appreciate the time you've taken.
- [43:45]
Kerry Westin
To join us here.
- [43:46]
Chris Green
If people want to find out more about you and your company. Where do they do that?
- [43:51]
Yeah, you can find us online. Our YouTube channel, flood insurance Guru or nature business in a C H E where I just take basically teach people how to build a niche like we have. I usually do one video a month on our YouTube channel right now or it's just building a niche com. Cool.
- [44:09]
And I'll put all that into the show notes because you're. You said you're quite visible, you're quite found and that's on purpose because of all the work that you're doing.
- [44:17]
It does. But I also try to be real in social media like a Facebook as I go through everything with my eyesight. Like I'm completely open about, hey, here's what I'm facing. Here's what I figure out, which adjective and AI, you know, and everybody jokes me, oh, you put too much on there. I said I want to be real. Like, you know, I want people to learn from what I'm going through. I don't want it to be social media to be that mirror where everybody thinks everything's perfect.
- [44:38]
That's. Listen, as a, as a dad of three kids, what you just said resonates with me 100. It's hard to tell them, but that's just, just the polished, edited version of life and that the real stuff is a, a little grittier. Yeah, yeah.
- [44:50]
I've got a nine year old and you know, she understands that. I mean, sometimes she has to guide me through a store.
- [44:56]
Kerry Westin
Yeah, yeah.
- [44:57]
Chris Green
Chris, the stuff you're doing is, is, is informing and helping others. The stuff that you've shared here today is certainly going to do the same. I appreciate you taking some time to do it. Chris Green of the Flood Insurance Guru. We're going to talk again soon, but thanks, my friend, for spending some time with me today.
- [45:11]
Yes, sir. Thank you.
- [45:16]
Podcast Host
All right, folks, that's a wrap for today's episode of the ChatGPT experiment. Thanks for hanging with us and diving into the world of ChatGPT. We hope you found it helpful and fun and informative. And speaking of helpful, we'd sure appreciate you taking a moment to rate and review us on your favorite podcast platform. By the way, five star ratings are our favorite. Till next time. Keep experimenting, keep learning. And remember, Chat GPT may be smart, but it can't make a decent cup of coffee yet. See you soon.
- [45:56]
Chris Green
It's better over here.
- [45:57]
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Chris Green
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T-Mobile Representative
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Chris Green
Spoiler alert. It will be full representative. Would you speak to your mother in that tone?
- [46:41]
Speak to a real human being.
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