February 7, 2025 • 20 mins
In this episode, I share how mortgage brokers can transform their social media presence with a powerful three-pillar strategy, breaking down the intimidating world of social media marketing into manageable, actionable steps.
In this episode I cover: → Production: Over-coming camera shyness, how to come up with content, and outsourcing content creation. → Distribution: How to consistently and effectively post to different platforms and leveraging tools. → Conversion: How to find your audience, leveraging niche content, and utilizing stories and DMs.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello, everyone.
(00:01):
Welcome back to Mortgage Tech
Talks.
Today, I'm talking about social
media.
I talk to a lot of brokers.
A lot of them are getting excited,people wanting to get into social
media, but not knowing where tostart.
So not being a social media expertmyself, but seeing a lot of people
do it successfully, I try to pullall those out and give you three
specific buckets, things that youneed to think about and work on to
get your social media empire upand running.
(00:22):
Really, it's about production.
It's about distribution.
And then it's about conversions.
And so we walk through all three
of those buckets, what's involvedin each of them, your different
options.
You're not going to learn
everything about social media inthis call, but it should give you
a starting point of where you cango and how you want to actually
implement it for your social mediaprofile.
There's definitely a lot aboutsocial media that I didn't touch
on in this.
(00:42):
But like I said, hopefully it
gives you that hold to getstarted.
And I hope you enjoy this episode.
Hello, everyone.
Welcome to what I'm calling theCrash Course Starting Your Social
Media Empire.
I talk to a lot of brokers out
there and a lot of them aretalking about social media more
(01:05):
and more.
Why that's happening?
I think it's two things.
I think that, you know, it's a
little bit of a tougher market.
Absolutely.
And so people look at new ways tostir up business.
But of course, it's also themarket, right?
People use.
social media way more.
I think that it's not like a hugejump in the past couple of years.
People have always, not always,but probably in the past five, 10
years, steadily increased theirsocial media usage over time.
(01:26):
And I think it's just respondingto it, right?
So it's saying, okay, up to date,some other strategies have worked,
but now there's this new channelthat's just growing.
It's only going to continue togrow and it's kind of high time to
jump on it and do it.
So this is a crash course.
A lot of people are talking aboutit, thinking about it.
But a lot of times when they cometo me and say, I want to do social
media.
And I say, well, what do you mean
(01:48):
by that?Like, oh, I just need to do social
media.
It's not perfectly clear all the
time.
What are the steps?
What are the things I need to bethinking about in order to really
do that?And what does that even mean?
And what goals am I trying toachieve by actually doing social
media if I put in all this workand all this time to go out and...
do social media, whatever thatmeans.
What am I expecting on the otherend?
And so, yeah, I think we're goingto kind of break down all of that.
We're going to get right into ithere.
(02:10):
There's really three things I'mgoing to talk about here.
I'm going to talk about content,producing content, I should call
it.
So let's call that production.
That's number one.
Number two is going to be
distribution.
So how do you get it out there?
And then the third thing is goingto be conversion.
Right.
So depending on your goals, how do
you convert what you're doing onsocial media to whatever goal
you're trying to achieve?Right.
And that could be different.
(02:31):
So we're going to go one by one
and we're going to just go throughit.
It's going to be a quick crashcourse.
I'm going to throw a lot of littlebits and pieces at you.
But I think that all in all, thepoint is, is this just to give you
a taste, but a little bit deeperthan maybe you get from those
quick 30 second sound bites thatmaybe you saw on social media
somewhere.
Let's get into it.
Let's start with production.
So production.
is, as it sounds, it's producingthe content that you're going to
(02:52):
actually end up posting.
And there's three layers to this I
think about.
So the first layer, I think it's
the easiest, but for a lot ofpeople, it's the scariest.
And what that is, is kind of maybethe most basic one you can think
of is you just literally take outyour phone.
I'll get to in a second what youshould talk about, but talk to it
for 30 seconds and then go to theInstagram app and hit upload,
(03:14):
right?So it's...
The first one I do because itreally is the simplest.
Literally, that could be a minute.
But the trick with it for a lot of
people is just they get in theirown head.
What am I going to talk about?What am I going to say?
What if no one likes it?What if I don't get a lot of
views?And so, yeah, first off, what do
you talk about?Talk about what you already talk
(03:34):
about all day, right?I mean, you talk to these clients,
you give them information thatthey might not know about.
Yes, it's specific to theirsituation, but there's no shortage
of knowledge that you have as amortgage broker that people will
find valuable.
You know that because you're a
successful mortgage broker.
You know that in the conversations
you have with your clients, you'reproviding value.
So just do it to the screen.
It's a little bit weird, but
honestly, a coworker of mine wastrying to do some.
kind of rehearsal demos, thingslike that.
And I said, literally behind yourphone, put a picture of the client
(03:55):
and pretend you're just talking tothem.
And it was such an unlock for thatperson.
It's like, yeah, I'm just talkingto Sally and I'm very comfortable
talking with Sally.
But for whatever reason, when we
put our phone camera there, wekind of freeze up.
So just pretend you're talking toa client, get that information and
just upload and go, right?So I think that's the easiest.
And in terms of not worried aboutnot getting a lot of views.
You can see in my social mediaplatform, or as I should say,
(04:17):
profile, I started that way.
Scroll down to the very bottom,
terrible production quality.
Didn't matter.
I got like three views per, andI've slowly ramped up.
And now it's obviously a lot morethan it is today, but it's a
starting point, right?It allows you to just establish
yourself and see what's workingand what doesn't.
Get over some of that fear thatyou might have about talking.
Just start doing it, right?So that is the base layer.
The next layer up, it's a littlebit tied, I would say.
(04:39):
I mean, for those people outthere, like... I hear what you're
saying, Tom, but I get in my ownhead.
It's just the way I am.
I know that if you're telling me
this is the only way I'm going tobe able to do social media, it's
just not for me.
For those people to say, okay,
maybe this is then the first step.
Say for a lot of people, maybe
it's the next step up.
But if you need to start here, you
need to start here.
(04:59):
And what I'm getting at, the next
step is working with someprofessionals.
So there's a lot of companies outthere.
I'll kind of go through four ofthem today that will basically
once a month drop 20.
social posts into your inbox.
And they're usually pictures.
Sometimes they're a Canva post
that you can kind of edit.
And you edit it, you put in your
name, you maybe put in yourpicture, and you post it, right?
So you're getting the contentautomatically pre -built for you.
And it's going to be standardstuff, right?
It's going to be in March.
You're going to have a St.
(05:21):
Patrick's Day one.
You're going to have one when the
Bank of Canada makes theirannouncement in March.
You're going to have a post forthat specific day.
You know, it's all going to bethere.
And, you know, it's good, right?It is good stuff.
I mean, for this... type of post.
It does relate to the third point
I was saying of what your actualgoal is.
So all these ones are related,right?
(05:42):
I'm going to give three steps, butthey are related.
Because these are really good for,depending on your goal, that brand
awareness, right?It is better at that just to say,
hey, is Tom a real person?Well, I opened up his Instagram
profile and he has all these postsand he's posting almost every day
or every week.
Okay, he's a real person.
So if that's your goal, just toget awareness, then it's great.
This type of content is not asconducive to converting them to
maybe real mortgage leads.
It's more for that just kind of...
(06:03):
brand awareness.
So a couple of quick names just to
throw at you, just if you're like,hey, this one seems like the one
for me.
For those ones, I'll just share my
screen here real quick.
So yeah, this one here is one, the
Mortgage Broker Social Club, alady named Lacey runs this.
You can see there's a couple ofdifferent packages.
This is the one I'm talking abouthere.
So she's got exactly that, givesyou 20 different graphics.
You can post them each month.
(06:24):
Next one here, a group called Open
House.
All these are Canadian.
All these are specific to themortgage market.
You know, the 33 a month.
Again, they have these posts.
They have a resource library.
They have a ton of great stuff
here.
And then the other one here is the
Mortgage Broker Social Media.
So you can see
mortgagebrokersocialmedia .com.
And again, hub for that.
And I think these guys are like$47 or something like that.
(06:45):
So all of them are very similar.
These three so far, I kind of know
each of the different people whoare running it.
Great group there, make reallyhigh quality content.
I think choosing between them isjust a matter of style and how you
like to work.
Each of them have also their own
little perks, things like, hey,you can join a community or a
weekly call or different thingslike that.
So it's little perks.
And so this call is not about
going into each one and talkingabout the perks.
(07:07):
It's more just to let you guysaware.
allow you to go in and kind of dothat research for yourself.
The fourth one I'll mention here,this one is a little bit different
in that it's not, I would say, somuch like a club, like each of
these kind of brand themselves asa community and a club.
And I think there's a lot ofvalue.
The fourth one here is calledRoomVoo.
They are US -based, so they have abig US presence, but they have
some Canadians who use theplatform too.
(07:28):
It is, I think, primarily for realestate, but a little bit for
mortgage brokers, but they're verymuch more of a softer platform.
And you just sign up, you put inyour credit card every month, you
log into the portal, you candownload some things.
And it's just a different style.
So for some people, they really
like that.
Some people, they don't.
Again, it's up to you.
But this is when it's a little bit
different.
And the thing that they really
pitch is hyper localized, right?So being able to say, OK, I'm in
(07:49):
Toronto.
What's going on here?
But even if you're in more nichemarkets, you know, Kitchener,
Hamilton, if you're in Vancouver,Vancouver or Langley or Kelowna,
like what's going on in each ofthose markets?
At least they claim I'm not goingto vouch for it.
But that seems to be their pitchhere just because I don't know.
But yeah, that seems to be thepitch here is that they have that
local type.
content.
So that is the second layer,right?
And again, this is more so thatawareness.
But if you're like, no, I want...
The best in terms of converting, I
(08:09):
want to find leads.
You might have to go to the third
layer.
I don't ever recommend going to
this third layer.
Always start at one of the lower
layers and work your way upbecause if you go straight to this
third layer, unless you're just asleeping dragon, so to speak, and
just a killer at social media, itmight just lead to more
frustration than it's worth.
And what that is, is basically
combining the two.
Someone who comes to your office,
this is what we do once a month orsomething like that.
(08:31):
They have scripts for you, theyfilm you, they edit it, they post
it for you.
It's a lot of money.
That's why I'm saying it mightlead to some frustration, but it
is pretty hands -off.
You spend that little bit of time,
one day a month, you get it outand everything's just there for
you.
So yeah, I absolutely recommend
kind of working your way up thechain.
But the great thing about it, it'sa high production quality.
People appreciate that.
It's coming from your voice,
right?So that's really a key criteria, I
(08:52):
think, for that, converting themto real mortgage leads.
But yeah, that's kind of the thirdlayer.
And honestly, I'm not going to puta price tag on it, but...
You're probably honestly lookingover a thousand bucks a month.
We pay a bit more than thatourselves.
But yeah, that's the reality ofit.
And for those people who aresaying, I want to really get into
social media, again, it depends onthose goals.
And I really want to startgenerating real business from my
social media profile.
Then a thousand bucks a month,
(09:13):
maybe it has that very positiveROI.
I mean, I know a lot of people whodo it and spend that kind of
money.
It's absolutely worth it for them.
So it completely depends, again,on those goals that you're going
for.
But that is the third layer.
So I'll pause there.
That's production.
That's the first step, justgetting something, just getting
content.
It's so, so important.
And honestly, most people getstuck at that step.
It's probably the hardest step.
You know, it's one of those things
(09:33):
where I don't think it's reallybuilt into our day to day.
Sometimes you don't think of itall the time.
And if this is something you'reserious about, I think, you know,
this is really what's involved,right?
So I think you need to be aware ofwhat's going on because the last
thing you want is to jump in oneof these things, not be ready.
And then it just ends up being afailure.
So be fully prepared, know what'sinvolved.
But if social media is part ofyour strategy for 2025, this is
(09:55):
the right place to start.
So let's go to number two.
This one's going to be a littlebit quicker, but quickly want to
mention it because this is kind ofbringing it back to the tech side
of things.
The second thing is distribution.
And really for distribution,again, I'd say there's kind of two
categories for this.
So the one is what I described
earlier, which is literally onceyou filmed on your phone,
(10:15):
whatever, just get it, open up theapp, hit upload, and you're gone,
right?So that's the easiest.
That's like, again, the baselayer, the simplest thing.
If you're just starting out, justdo that, right?
And then fast forward now to thenext section, the conversion
section.
because you don't need to hear
anymore.
If you are looking to maybe take
things a little bit more to thenext level, the next thing for
distribution, say, is just to geta little bit of software to help
you.
You know, when I talk about some
of these platforms, these socialtype clubs that give you content,
(10:37):
oftentimes that's all they do.
They just kind of give you the
content, but it's then up to youto maybe edit it, but absolutely
post it to the respective place.
And that can be a lot of overhead,
right?So I go into Facebook posts, there
we go.
Go on Instagram posts, there you
go.
And then...
Five days later, I got to do thesame thing and then I forget and
then it falls off the wagon.
So what I recommend for anybody
(10:58):
kind of couple these thingstogether that are, if you're going
to go that route where you getonce a month, 20 social posts and
a very specific calendar of whenthey need to post, use some
software to help you.
So the most popular one in this
space, the one that's kind of theleader, they're actually Vancouver
based, but I think they're kind ofleaders across North America's a
company called Hootsuite.
Check them out, Hootsuite, S -U -I
-T -E.
And they basically handle, that
next step for you for the wholemonth, right?
So you get a bunch of content ormaybe you film a bunch of content
(11:22):
yourself.
You can go to this platform,
upload everything, and then say,post this on this day, post that
on that day, that's that on that.
You can schedule it the whole
month and it'll do it to Facebookand Instagram and TikTok and
whatever else.
It'll go to all the platforms for
you, right?So it just allows you that
efficiency in that distribution.
Hootsuite's a great example.
Quick shout out, Blue Mortgage, ofcourse, the company that I work
for, we have a social platformthat does something very similar,
if not identical to Hootsuite thatdistribution.
(11:43):
And I believe my broker Pro doestoo.
I don't know their platform aswell, but I know they're on
GoHighLevel, which has this kindof social media capabilities.
So you can check out each ofthose.
So that's the middle bucketdistribution, kind of two layers
there.
The base layer, the simple layer,
just from your phone, hit upload,gone.
But if you're doing something alittle bit more intense, you
probably want a tool that helpsyou distribute and plan and
(12:04):
schedule out.
these different posts.
Okay, so that was a quick one.
And then the last one is the
conversion.
So it's okay, I've done all this
work.
I've gone out, I make content for
myself, great.
I've then gone out and bought some
software or something like that tohelp me distribute.
Now it's out there.
How do I actually convert?
What am I actually doing withthis, right?
And so the first thing is I'vebeen alluding to this whole time,
(12:25):
it completely depends on yourgoals.
So and I think there's really twobig goals and I've alluded to one
is brand awareness.
And One is actually mortgage leads
doing it.
And so if your goal is brand
awareness, let's start there.
Congratulations, you've already
won, right?I mean, yeah, let's say for better
or for worse, you know, the goalis kind of in itself, right?
If people are hitting your pageand seeing this post, you've kind
(12:46):
of checked that box brandawareness.
The conversion from actuallyhitting the page, your social
page, to hitting your goal, it'sbasically the same thing, right?
So as long as you're postingregularly and you're doing this
sort of thing, check, you've doneit, great.
Don't need to worry about it.
If your goal is to actually do
mortgage leads, I think it's quitea bit more involved, but I think
it's doable.
Like I've seen, I've seen a lot of
people do it.
So I'm going to run you down kind
(13:07):
of the quick formula that I seework pretty well.
Actually take someone from landingon your social media page to
actually saying, hey, let's dosome business together.
And I'm going to focus onInstagram because for the people
that have seen be successful, itis primarily Instagram.
Now, maybe that's something, ademographic thing.
Maybe it's just the nature of theplatform.
If you're not on Instagram, youprobably could apply this to
Facebook or some other platforms.
But Instagram is where I see.
(13:28):
works really well, this type ofconversion strategy.
So the first thing that I'd sayfor conversions, and like I said,
these things are related, ismaking sure you do have the right
content.
These generic posts, they don't
work to convert, right?Forget about them.
You're just wasting your time.
If you really want real mortgage
leads, you need to have hyper-specific you talking to the
client saying, I am the bestperson to solve the problems that
(13:48):
you have.
And so within that, now that I've
kind of established, okay, I'mtalking to you, I'm trying to
solve your problems.
There's three kind of I guess,
problems you can say I've seenwork well on social media.
So the first one is I'm going tohelp you with your economic
situation or I'm going to help youinvest.
So that is one type of contentthat I see work really well.
For you as a broker, you got todecide, am I in that market?
Am I looking to help investors?Do I know enough to really provide
(14:08):
that unique perspective?But it's really good because it's
the type of thing that someonewill continue to go back to and
they'll follow you for that,right?
Because an investor, that personwho really cares about their
economic situation, they're notjust kind of transactional, just
looking to buy their first home.
They're looking for continual
advice.
It's a lifestyle thing.
It's something that maybe they'relooking to plan their retirement
for.
They want to stay up to date.
(14:29):
And so that's one option in termsof content.
The other thing is just be super,super niche, like more even niche
than that.
That's like maybe a broader niche.
But pick a niche.
I'll give you an example here.
This one person I follow on socialmedia, all this person talks about
is the Smith Maneuver.
And for those of you who don't
know, it's like this specific typeof transaction you do where you
can maybe tax deduct the intereston your mortgage.
(14:51):
But that's all she talks about.
And the reason that works is it's
more kind of like, I guess, youcould say needle in a haystack
type of thing, but you're bringinga magnet to it.
I don't know if that's the rightanalogy, but long story short is
it sticks in your mind, right?So, you know, maybe I'll never do
a Smith maneuver, but if I did, Iknew exactly who to call, right?
So it's a little bit more of that,right?
(15:12):
Where you're not going to getthis, you know, huge following of
people always watching your stuffall day, but you're sticking in
people's mind in a very specificway that could lead to those types
of conversions.
And the third thing, these are all
different types of niches.
So maybe these are three niches,
I'd say.
So there's the investing niche,
there's the hyper -specificproduct niche, and then the third
is just a geographical area.
(15:32):
So I am going to be the authority
on this very specific type ofproperty maybe, but in this very
specific region.
And so that if you own that type
of property, like if you own ahouse in wherever, Timmins,
Ontario, if people know where thatis, you're going to be following
this account because I'm going tobe the person providing Always up
-to -date market information ofexactly what's going on with your
property and telling you what'sgoing on and the options available
(15:54):
to you from a financingperspective as a homeowner or an
apartment owner or whatever inthis super specific niche.
And again, so you can build thatfollowing.
So all this content is aroundbuilding a following and a niche
is a really great way to do that.
So you want to build followers
that are watching your stuff everysingle day.
So that's step number one in termsof the conversion.
So stick with me here.
making that niche content, build a
(16:15):
following.
And then with that following, how
you start telling them how you canhelp them.
Cause really all your posts shouldbe about vice, not really selling,
but your stories is where yousell, right?
Cause you know, people really justwatch those stories.
It's okay to say, Hey, I justhelped this person.
I just did this amazing job.
Stories are more transactional.
They're more about, Hey, just whatI did today within that framework.
It's a great way to just show howamazing you are.
Right?So on my posts, I'm just going to
(16:36):
give you great advice, but.
When you're watching my stories
and some people are like addictedto watching stories, they're just
constantly looking, trying torefresh and see what new stories
that come up.
So it's a great way to get these
people to watch.
And for those stories, that's the
place where you can come in andsay, I just helped this person.
I did an amazing job.
(16:57):
I got them financing that no one
else can do.
I did this really unique thing.
And if you're in the samesituation, let's chat.
For whatever reason, I thinkbecause it's not evergreen and
it's more, yeah, just very quickand in your face, it works, right?
I don't know why maybe that's awhole psychological thing, but.
Time and time again, I see it thatactually in the stories, it's a
great place to convert them fromjust a follower, someone who's
(17:19):
interested in your advice, tosomeone who could potentially be a
customer by showing them the valuethat you bring to the marketplace.
And then finally, the close, thehard close, you do that in the
DMs, the messaging, right?So when you're doing these
stories, you should always leaveit with, hey, and if you're in
this situation, DM me, directmessage me.
That's really important becauseyou don't want to take them off
the app.
Don't say, hey, check out my
(17:39):
website.
Say, hey, don't send me an email.
Those people are like, I don'tknow, in their car or like, I
don't know, doing whatever.
They don't want to then like open
up their inbox and type somethinglike you've lost them.
They're gone, right?Keep it in app, keep a hyperlink.
They just literally click it andit just jumps over to the DM and
they can just message you and say,hey, what's up?
Let's chat.
And really from there, that's when
(18:00):
you start the conversation.
That's when you try and do the
things you've always done.
Get them on the phone, show them
your value, do a discovery call.
down the line we go.
So niche content builds followers,stories allows you to sell with
them, and DM allows you to close,right?
So following that formula, I seework fairly well.
So zooming out, we kind of gotreally specific there at the end.
Hopefully that was useful, butjust let's zoom all the way back
out again.
Production, we got three kind of
(18:21):
options there.
We got the basic talk to your
camera, we got use a service, andthen we got the top talk to a
camera through a service provider,right?
Distribution, again, simplest,just upload from your phone.
Next layer up is use somesoftware.
And then finally for conversions,if you're just looking for brand
awareness, check 100 % conversion,you're good to go.
But if you are looking to bring inleads, follow the formula of niche
advice leading to selling instories to leading to closing in
(18:43):
DMs.
I see it work pretty well for a
lot of people.
Love to hear if it works for you.
So I'll leave it at there.
A lot there is about a 20 minutes
of just talking about social mediaand strategies.
And of course, this can go muchdeeper in really any one of those
things.
But hopefully that gives people
kind of a starting point, afoothold, so to speak, on their
social media.
And if you do have any questions
on it, let me know.
(19:04):
But thanks so much for watching
and bye for now.
Hello, everyone.
(00:01):
Welcome back to Mortgage Tech
Talks.
Today, I'm talking about social
media.
I talk to a lot of brokers.
A lot of them are getting excited,people wanting to get into social
media, but not knowing where tostart.
So not being a social media expertmyself, but seeing a lot of people
do it successfully, I try to pullall those out and give you three
specific buckets, things that youneed to think about and work on to
get your social media empire upand running.
(00:22):
Really, it's about production.
It's about distribution.
And then it's about conversions.
And so we walk through all three
of those buckets, what's involvedin each of them, your different
options.
You're not going to learn
everything about social media inthis call, but it should give you
a starting point of where you cango and how you want to actually
implement it for your social mediaprofile.
There's definitely a lot aboutsocial media that I didn't touch
on in this.
(00:42):
But like I said, hopefully it
gives you that hold to getstarted.
And I hope you enjoy this episode.
Hello, everyone.
Welcome to what I'm calling theCrash Course Starting Your Social
Media Empire.
I talk to a lot of brokers out
there and a lot of them aretalking about social media more
(01:05):
and more.
Why that's happening?
I think it's two things.
I think that, you know, it's a
little bit of a tougher market.
Absolutely.
And so people look at new ways tostir up business.
But of course, it's also themarket, right?
People use.
social media way more.
I think that it's not like a hugejump in the past couple of years.
People have always, not always,but probably in the past five, 10
years, steadily increased theirsocial media usage over time.
(01:26):
And I think it's just respondingto it, right?
So it's saying, okay, up to date,some other strategies have worked,
but now there's this new channelthat's just growing.
It's only going to continue togrow and it's kind of high time to
jump on it and do it.
So this is a crash course.
A lot of people are talking aboutit, thinking about it.
But a lot of times when they cometo me and say, I want to do social
media.
And I say, well, what do you mean
(01:48):
by that?Like, oh, I just need to do social
media.
It's not perfectly clear all the
time.
What are the steps?
What are the things I need to bethinking about in order to really
do that?And what does that even mean?
And what goals am I trying toachieve by actually doing social
media if I put in all this workand all this time to go out and...
do social media, whatever thatmeans.
What am I expecting on the otherend?
And so, yeah, I think we're goingto kind of break down all of that.
We're going to get right into ithere.
(02:10):
There's really three things I'mgoing to talk about here.
I'm going to talk about content,producing content, I should call
it.
So let's call that production.
That's number one.
Number two is going to be
distribution.
So how do you get it out there?
And then the third thing is goingto be conversion.
Right.
So depending on your goals, how do
you convert what you're doing onsocial media to whatever goal
you're trying to achieve?Right.
And that could be different.
(02:31):
So we're going to go one by one
and we're going to just go throughit.
It's going to be a quick crashcourse.
I'm going to throw a lot of littlebits and pieces at you.
But I think that all in all, thepoint is, is this just to give you
a taste, but a little bit deeperthan maybe you get from those
quick 30 second sound bites thatmaybe you saw on social media
somewhere.
Let's get into it.
Let's start with production.
So production.
is, as it sounds, it's producingthe content that you're going to
(02:52):
actually end up posting.
And there's three layers to this I
think about.
So the first layer, I think it's
the easiest, but for a lot ofpeople, it's the scariest.
And what that is, is kind of maybethe most basic one you can think
of is you just literally take outyour phone.
I'll get to in a second what youshould talk about, but talk to it
for 30 seconds and then go to theInstagram app and hit upload,
(03:14):
right?So it's...
The first one I do because itreally is the simplest.
Literally, that could be a minute.
But the trick with it for a lot of
people is just they get in theirown head.
What am I going to talk about?What am I going to say?
What if no one likes it?What if I don't get a lot of
views?And so, yeah, first off, what do
you talk about?Talk about what you already talk
(03:34):
about all day, right?I mean, you talk to these clients,
you give them information thatthey might not know about.
Yes, it's specific to theirsituation, but there's no shortage
of knowledge that you have as amortgage broker that people will
find valuable.
You know that because you're a
successful mortgage broker.
You know that in the conversations
you have with your clients, you'reproviding value.
So just do it to the screen.
It's a little bit weird, but
honestly, a coworker of mine wastrying to do some.
kind of rehearsal demos, thingslike that.
And I said, literally behind yourphone, put a picture of the client
(03:55):
and pretend you're just talking tothem.
And it was such an unlock for thatperson.
It's like, yeah, I'm just talkingto Sally and I'm very comfortable
talking with Sally.
But for whatever reason, when we
put our phone camera there, wekind of freeze up.
So just pretend you're talking toa client, get that information and
just upload and go, right?So I think that's the easiest.
And in terms of not worried aboutnot getting a lot of views.
You can see in my social mediaplatform, or as I should say,
(04:17):
profile, I started that way.
Scroll down to the very bottom,
terrible production quality.
Didn't matter.
I got like three views per, andI've slowly ramped up.
And now it's obviously a lot morethan it is today, but it's a
starting point, right?It allows you to just establish
yourself and see what's workingand what doesn't.
Get over some of that fear thatyou might have about talking.
Just start doing it, right?So that is the base layer.
The next layer up, it's a littlebit tied, I would say.
(04:39):
I mean, for those people outthere, like... I hear what you're
saying, Tom, but I get in my ownhead.
It's just the way I am.
I know that if you're telling me
this is the only way I'm going tobe able to do social media, it's
just not for me.
For those people to say, okay,
maybe this is then the first step.
Say for a lot of people, maybe
it's the next step up.
But if you need to start here, you
need to start here.
(04:59):
And what I'm getting at, the next
step is working with someprofessionals.
So there's a lot of companies outthere.
I'll kind of go through four ofthem today that will basically
once a month drop 20.
social posts into your inbox.
And they're usually pictures.
Sometimes they're a Canva post
that you can kind of edit.
And you edit it, you put in your
name, you maybe put in yourpicture, and you post it, right?
So you're getting the contentautomatically pre -built for you.
And it's going to be standardstuff, right?
It's going to be in March.
You're going to have a St.
(05:21):
Patrick's Day one.
You're going to have one when the
Bank of Canada makes theirannouncement in March.
You're going to have a post forthat specific day.
You know, it's all going to bethere.
And, you know, it's good, right?It is good stuff.
I mean, for this... type of post.
It does relate to the third point
I was saying of what your actualgoal is.
So all these ones are related,right?
(05:42):
I'm going to give three steps, butthey are related.
Because these are really good for,depending on your goal, that brand
awareness, right?It is better at that just to say,
hey, is Tom a real person?Well, I opened up his Instagram
profile and he has all these postsand he's posting almost every day
or every week.
Okay, he's a real person.
So if that's your goal, just toget awareness, then it's great.
This type of content is not asconducive to converting them to
maybe real mortgage leads.
It's more for that just kind of...
(06:03):
brand awareness.
So a couple of quick names just to
throw at you, just if you're like,hey, this one seems like the one
for me.
For those ones, I'll just share my
screen here real quick.
So yeah, this one here is one, the
Mortgage Broker Social Club, alady named Lacey runs this.
You can see there's a couple ofdifferent packages.
This is the one I'm talking abouthere.
So she's got exactly that, givesyou 20 different graphics.
You can post them each month.
(06:24):
Next one here, a group called Open
House.
All these are Canadian.
All these are specific to themortgage market.
You know, the 33 a month.
Again, they have these posts.
They have a resource library.
They have a ton of great stuff
here.
And then the other one here is the
Mortgage Broker Social Media.
So you can see
mortgagebrokersocialmedia .com.
And again, hub for that.
And I think these guys are like$47 or something like that.
(06:45):
So all of them are very similar.
These three so far, I kind of know
each of the different people whoare running it.
Great group there, make reallyhigh quality content.
I think choosing between them isjust a matter of style and how you
like to work.
Each of them have also their own
little perks, things like, hey,you can join a community or a
weekly call or different thingslike that.
So it's little perks.
And so this call is not about
going into each one and talkingabout the perks.
(07:07):
It's more just to let you guysaware.
allow you to go in and kind of dothat research for yourself.
The fourth one I'll mention here,this one is a little bit different
in that it's not, I would say, somuch like a club, like each of
these kind of brand themselves asa community and a club.
And I think there's a lot ofvalue.
The fourth one here is calledRoomVoo.
They are US -based, so they have abig US presence, but they have
some Canadians who use theplatform too.
(07:28):
It is, I think, primarily for realestate, but a little bit for
mortgage brokers, but they're verymuch more of a softer platform.
And you just sign up, you put inyour credit card every month, you
log into the portal, you candownload some things.
And it's just a different style.
So for some people, they really
like that.
Some people, they don't.
Again, it's up to you.
But this is when it's a little bit
different.
And the thing that they really
pitch is hyper localized, right?So being able to say, OK, I'm in
(07:49):
Toronto.
What's going on here?
But even if you're in more nichemarkets, you know, Kitchener,
Hamilton, if you're in Vancouver,Vancouver or Langley or Kelowna,
like what's going on in each ofthose markets?
At least they claim I'm not goingto vouch for it.
But that seems to be their pitchhere just because I don't know.
But yeah, that seems to be thepitch here is that they have that
local type.
content.
So that is the second layer,right?
And again, this is more so thatawareness.
But if you're like, no, I want...
The best in terms of converting, I
(08:09):
want to find leads.
You might have to go to the third
layer.
I don't ever recommend going to
this third layer.
Always start at one of the lower
layers and work your way upbecause if you go straight to this
third layer, unless you're just asleeping dragon, so to speak, and
just a killer at social media, itmight just lead to more
frustration than it's worth.
And what that is, is basically
combining the two.
Someone who comes to your office,
this is what we do once a month orsomething like that.
(08:31):
They have scripts for you, theyfilm you, they edit it, they post
it for you.
It's a lot of money.
That's why I'm saying it mightlead to some frustration, but it
is pretty hands -off.
You spend that little bit of time,
one day a month, you get it outand everything's just there for
you.
So yeah, I absolutely recommend
kind of working your way up thechain.
But the great thing about it, it'sa high production quality.
People appreciate that.
It's coming from your voice,
right?So that's really a key criteria, I
(08:52):
think, for that, converting themto real mortgage leads.
But yeah, that's kind of the thirdlayer.
And honestly, I'm not going to puta price tag on it, but...
You're probably honestly lookingover a thousand bucks a month.
We pay a bit more than thatourselves.
But yeah, that's the reality ofit.
And for those people who aresaying, I want to really get into
social media, again, it depends onthose goals.
And I really want to startgenerating real business from my
social media profile.
Then a thousand bucks a month,
(09:13):
maybe it has that very positiveROI.
I mean, I know a lot of people whodo it and spend that kind of
money.
It's absolutely worth it for them.
So it completely depends, again,on those goals that you're going
for.
But that is the third layer.
So I'll pause there.
That's production.
That's the first step, justgetting something, just getting
content.
It's so, so important.
And honestly, most people getstuck at that step.
It's probably the hardest step.
You know, it's one of those things
(09:33):
where I don't think it's reallybuilt into our day to day.
Sometimes you don't think of itall the time.
And if this is something you'reserious about, I think, you know,
this is really what's involved,right?
So I think you need to be aware ofwhat's going on because the last
thing you want is to jump in oneof these things, not be ready.
And then it just ends up being afailure.
So be fully prepared, know what'sinvolved.
But if social media is part ofyour strategy for 2025, this is
(09:55):
the right place to start.
So let's go to number two.
This one's going to be a littlebit quicker, but quickly want to
mention it because this is kind ofbringing it back to the tech side
of things.
The second thing is distribution.
And really for distribution,again, I'd say there's kind of two
categories for this.
So the one is what I described
earlier, which is literally onceyou filmed on your phone,
(10:15):
whatever, just get it, open up theapp, hit upload, and you're gone,
right?So that's the easiest.
That's like, again, the baselayer, the simplest thing.
If you're just starting out, justdo that, right?
And then fast forward now to thenext section, the conversion
section.
because you don't need to hear
anymore.
If you are looking to maybe take
things a little bit more to thenext level, the next thing for
distribution, say, is just to geta little bit of software to help
you.
You know, when I talk about some
of these platforms, these socialtype clubs that give you content,
(10:37):
oftentimes that's all they do.
They just kind of give you the
content, but it's then up to youto maybe edit it, but absolutely
post it to the respective place.
And that can be a lot of overhead,
right?So I go into Facebook posts, there
we go.
Go on Instagram posts, there you
go.
And then...
Five days later, I got to do thesame thing and then I forget and
then it falls off the wagon.
So what I recommend for anybody
(10:58):
kind of couple these thingstogether that are, if you're going
to go that route where you getonce a month, 20 social posts and
a very specific calendar of whenthey need to post, use some
software to help you.
So the most popular one in this
space, the one that's kind of theleader, they're actually Vancouver
based, but I think they're kind ofleaders across North America's a
company called Hootsuite.
Check them out, Hootsuite, S -U -I
-T -E.
And they basically handle, that
next step for you for the wholemonth, right?
So you get a bunch of content ormaybe you film a bunch of content
(11:22):
yourself.
You can go to this platform,
upload everything, and then say,post this on this day, post that
on that day, that's that on that.
You can schedule it the whole
month and it'll do it to Facebookand Instagram and TikTok and
whatever else.
It'll go to all the platforms for
you, right?So it just allows you that
efficiency in that distribution.
Hootsuite's a great example.
Quick shout out, Blue Mortgage, ofcourse, the company that I work
for, we have a social platformthat does something very similar,
if not identical to Hootsuite thatdistribution.
(11:43):
And I believe my broker Pro doestoo.
I don't know their platform aswell, but I know they're on
GoHighLevel, which has this kindof social media capabilities.
So you can check out each ofthose.
So that's the middle bucketdistribution, kind of two layers
there.
The base layer, the simple layer,
just from your phone, hit upload,gone.
But if you're doing something alittle bit more intense, you
probably want a tool that helpsyou distribute and plan and
(12:04):
schedule out.
these different posts.
Okay, so that was a quick one.
And then the last one is the
conversion.
So it's okay, I've done all this
work.
I've gone out, I make content for
myself, great.
I've then gone out and bought some
software or something like that tohelp me distribute.
Now it's out there.
How do I actually convert?
What am I actually doing withthis, right?
And so the first thing is I'vebeen alluding to this whole time,
(12:25):
it completely depends on yourgoals.
So and I think there's really twobig goals and I've alluded to one
is brand awareness.
And One is actually mortgage leads
doing it.
And so if your goal is brand
awareness, let's start there.
Congratulations, you've already
won, right?I mean, yeah, let's say for better
or for worse, you know, the goalis kind of in itself, right?
If people are hitting your pageand seeing this post, you've kind
(12:46):
of checked that box brandawareness.
The conversion from actuallyhitting the page, your social
page, to hitting your goal, it'sbasically the same thing, right?
So as long as you're postingregularly and you're doing this
sort of thing, check, you've doneit, great.
Don't need to worry about it.
If your goal is to actually do
mortgage leads, I think it's quitea bit more involved, but I think
it's doable.
Like I've seen, I've seen a lot of
people do it.
So I'm going to run you down kind
(13:07):
of the quick formula that I seework pretty well.
Actually take someone from landingon your social media page to
actually saying, hey, let's dosome business together.
And I'm going to focus onInstagram because for the people
that have seen be successful, itis primarily Instagram.
Now, maybe that's something, ademographic thing.
Maybe it's just the nature of theplatform.
If you're not on Instagram, youprobably could apply this to
Facebook or some other platforms.
But Instagram is where I see.
(13:28):
works really well, this type ofconversion strategy.
So the first thing that I'd sayfor conversions, and like I said,
these things are related, ismaking sure you do have the right
content.
These generic posts, they don't
work to convert, right?Forget about them.
You're just wasting your time.
If you really want real mortgage
leads, you need to have hyper-specific you talking to the
client saying, I am the bestperson to solve the problems that
(13:48):
you have.
And so within that, now that I've
kind of established, okay, I'mtalking to you, I'm trying to
solve your problems.
There's three kind of I guess,
problems you can say I've seenwork well on social media.
So the first one is I'm going tohelp you with your economic
situation or I'm going to help youinvest.
So that is one type of contentthat I see work really well.
For you as a broker, you got todecide, am I in that market?
Am I looking to help investors?Do I know enough to really provide
(14:08):
that unique perspective?But it's really good because it's
the type of thing that someonewill continue to go back to and
they'll follow you for that,right?
Because an investor, that personwho really cares about their
economic situation, they're notjust kind of transactional, just
looking to buy their first home.
They're looking for continual
advice.
It's a lifestyle thing.
It's something that maybe they'relooking to plan their retirement
for.
They want to stay up to date.
(14:29):
And so that's one option in termsof content.
The other thing is just be super,super niche, like more even niche
than that.
That's like maybe a broader niche.
But pick a niche.
I'll give you an example here.
This one person I follow on socialmedia, all this person talks about
is the Smith Maneuver.
And for those of you who don't
know, it's like this specific typeof transaction you do where you
can maybe tax deduct the intereston your mortgage.
(14:51):
But that's all she talks about.
And the reason that works is it's
more kind of like, I guess, youcould say needle in a haystack
type of thing, but you're bringinga magnet to it.
I don't know if that's the rightanalogy, but long story short is
it sticks in your mind, right?So, you know, maybe I'll never do
a Smith maneuver, but if I did, Iknew exactly who to call, right?
So it's a little bit more of that,right?
(15:12):
Where you're not going to getthis, you know, huge following of
people always watching your stuffall day, but you're sticking in
people's mind in a very specificway that could lead to those types
of conversions.
And the third thing, these are all
different types of niches.
So maybe these are three niches,
I'd say.
So there's the investing niche,
there's the hyper -specificproduct niche, and then the third
is just a geographical area.
(15:32):
So I am going to be the authority
on this very specific type ofproperty maybe, but in this very
specific region.
And so that if you own that type
of property, like if you own ahouse in wherever, Timmins,
Ontario, if people know where thatis, you're going to be following
this account because I'm going tobe the person providing Always up
-to -date market information ofexactly what's going on with your
property and telling you what'sgoing on and the options available
(15:54):
to you from a financingperspective as a homeowner or an
apartment owner or whatever inthis super specific niche.
And again, so you can build thatfollowing.
So all this content is aroundbuilding a following and a niche
is a really great way to do that.
So you want to build followers
that are watching your stuff everysingle day.
So that's step number one in termsof the conversion.
So stick with me here.
making that niche content, build a
(16:15):
following.
And then with that following, how
you start telling them how you canhelp them.
Cause really all your posts shouldbe about vice, not really selling,
but your stories is where yousell, right?
Cause you know, people really justwatch those stories.
It's okay to say, Hey, I justhelped this person.
I just did this amazing job.
Stories are more transactional.
They're more about, Hey, just whatI did today within that framework.
It's a great way to just show howamazing you are.
Right?So on my posts, I'm just going to
(16:36):
give you great advice, but.
When you're watching my stories
and some people are like addictedto watching stories, they're just
constantly looking, trying torefresh and see what new stories
that come up.
So it's a great way to get these
people to watch.
And for those stories, that's the
place where you can come in andsay, I just helped this person.
I did an amazing job.
(16:57):
I got them financing that no one
else can do.
I did this really unique thing.
And if you're in the samesituation, let's chat.
For whatever reason, I thinkbecause it's not evergreen and
it's more, yeah, just very quickand in your face, it works, right?
I don't know why maybe that's awhole psychological thing, but.
Time and time again, I see it thatactually in the stories, it's a
great place to convert them fromjust a follower, someone who's
(17:19):
interested in your advice, tosomeone who could potentially be a
customer by showing them the valuethat you bring to the marketplace.
And then finally, the close, thehard close, you do that in the
DMs, the messaging, right?So when you're doing these
stories, you should always leaveit with, hey, and if you're in
this situation, DM me, directmessage me.
That's really important becauseyou don't want to take them off
the app.
Don't say, hey, check out my
(17:39):
website.
Say, hey, don't send me an email.
Those people are like, I don'tknow, in their car or like, I
don't know, doing whatever.
They don't want to then like open
up their inbox and type somethinglike you've lost them.
They're gone, right?Keep it in app, keep a hyperlink.
They just literally click it andit just jumps over to the DM and
they can just message you and say,hey, what's up?
Let's chat.
And really from there, that's when
(18:00):
you start the conversation.
That's when you try and do the
things you've always done.
Get them on the phone, show them
your value, do a discovery call.
down the line we go.
So niche content builds followers,stories allows you to sell with
them, and DM allows you to close,right?
So following that formula, I seework fairly well.
So zooming out, we kind of gotreally specific there at the end.
Hopefully that was useful, butjust let's zoom all the way back
out again.
Production, we got three kind of
(18:21):
options there.
We got the basic talk to your
camera, we got use a service, andthen we got the top talk to a
camera through a service provider,right?
Distribution, again, simplest,just upload from your phone.
Next layer up is use somesoftware.
And then finally for conversions,if you're just looking for brand
awareness, check 100 % conversion,you're good to go.
But if you are looking to bring inleads, follow the formula of niche
advice leading to selling instories to leading to closing in
(18:43):
DMs.
I see it work pretty well for a
lot of people.
Love to hear if it works for you.
So I'll leave it at there.
A lot there is about a 20 minutes
of just talking about social mediaand strategies.
And of course, this can go muchdeeper in really any one of those
things.
But hopefully that gives people
kind of a starting point, afoothold, so to speak, on their
social media.
And if you do have any questions
on it, let me know.
(19:04):
But thanks so much for watching
and bye for now.
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