May 16, 2025 • 36 mins
In this episode, I share one of my biggest pet peeves and how it's affecting your business, and why your social media is not getting you business like it should.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:06):
Welcome to the mortgage game.
I truly, truly believe that
building a mortgage business, asuccessful one, is like playing a
game.
There's winners, there's losers,
there's certain things you try.
Some of us are playing checkers,
while others are playing chess.
I've had the ability to coach and
mentor hundreds of mortgagebrokers.
I myself built a very nicebusiness, so now I want to distill
(00:27):
all that information, all thethings I've learned from that, and
bring it directly to you in asimple -to -understand way.
I hope you enjoy.
All right, good morning.
Welcome to the Mortgage GamePodcast.
West Coast Wiley here in thehouse.
There is a five on the clock.
Yes, that's right.
Coming to you from the Dodge Ramstudio.
It's 5 .30 a .m.
(00:48):
It's how we roll.
It's a Friday.
This is how we roll.
I looked at my calendar.
I said, okay, I have a one -on
-one meeting here with an agent.
I have a marketing plan meeting
here.
I have a content day meeting plan
here.
I have a lender meeting plan.
I have a daily check -in.
Like my day is jammed with emails
and content and meetings andtrainings.
And it's, I'm not complainingbecause this is the world I
(01:11):
created and I love this world, butI need to do the podcast because I
have some things to talk about.
And so I'm like, what do I do?
Do I?push it till later?
Do I just do it next week?Do I?
No, just wake up early.
That's the answer to everything.
Just wake up early.
And if you don't want to wake up
early, then I don't know, thenjust have delayed things happening
to you.
Whatever the thing you want,
(01:32):
because you don't want to wake upearly, then, you know, you know
what I'm saying?So this is what we do.
It's how we roll.
So today we're going to chat about
a couple different things.
We're going to chat about some
social media stuff, stuff I'mseeing that's working, some
mistakes I see people make.
We're going to talk about how just
things are evolving quickly in ourbusiness.
We're going to start off withthis.
(01:53):
This is a pet peeve thing.
And this is, I'm guessing, 95 % of
you do this.
And I still do it to some degree
on super small and insignificantthings.
But on everything else, I'm like,yeah, no, let's go.
And I see this every single year.
It's a cycle.
So December, first week ofDecember rolls around.
(02:15):
And then everyone's like sort ofstarts checking out, right?
You're like, ah, it's Christmas.
No one needs deals.
No one's doing refinances.
It's bullshit.
Because a couple of my best yearswere like December was my best
month for a couple of years in arow.
When I changed that story aboutmyself, like what I was saying,
(02:35):
I'm like, no, there's deals thereall the time.
in every single market no matterwhat that's not what i want to
talk to you about though it washey i'm gonna really ramp things
up in january we're gonna get mybusiness plan dialed in like you
know that business plan that youjust no one fucking looks at a
week later right but you just getall jacked up and maybe even sit
(02:56):
with a couple other brokers andyou're like let's do this And you
write it down and you're sittingthere and feel good.
You take two, three hours and youguys are sharing things.
All right.
And then you go off and you go off
into your worlds.
And then like crickets, nothing
happens.
You have all the best intentions
in the world and nothing happens.
That's the one reason why I don't
like business plans.
(03:17):
I like micro business plans.
Hey, here's my plan for the nextweek, not 52 weeks.
Like half of you don't know, like.
If you'll be in the industry in
three months, you don't know, likeyou don't know a lot of, there's a
lot of unknowns and you can'tcommit to doing something for a
week.
So how the fuck are you going to
(03:37):
commit to doing something for 52?Right.
That's not even what I want totalk about.
It was the fact that you tellyourself, Hey, in January, I'm
going to do the thing or it'sThursday or Friday and you have
something you need to do in yourbusiness.
You're like, you know what?I'll get at it Monday.
Monday, I'm going to crush that.
And it's like, but why not now?
Like, why?What are you waiting on?
(03:58):
It's like, it just tells me you'rejust, you're being lazy and you
don't want to do it and you'reprocrastinating.
It's probably something you don'twant to do.
And so you're like Monday and thenMonday rolls around.
You're like, ah, I hate Mondays.
I got all this stuff I don't want
to do.
You know what?
I'll tackle that on Wednesday.
But it's always like another day.
Like speed kills.
in so many areas of our life.
(04:20):
Speed is a very glorious thing.
The more, the quicker you can get
things going.
So if you're like, hey, I'll do
that.
It's first week of December, but
I'm really going to ramp up mybusiness in January.
Okay, well, you just delayed moneyin your bank account by 40, like
30 to 60 days.
Because you're just saying, I'll
get that in January, right?And then you tell your spouse.
(04:42):
yeah, things are slow.
It's always this time of year,
things get slow.
It's excuse on top of excuse on
top of excuse.
And I see it all the time.
I see it every day.
I've been coaching for a long
time.
I see it.
Even when I wasn't coaching, I hadother brokers.
And I never understood because I'mlike, well, it's Thursday night
(05:02):
and I'm just going to do thething.
So it's done.
And then while you're doing it on
Monday or Tuesday, I'm alreadyfour or five days ahead of you.
So that's speed kills.
Now I get to reiterate what I'm
doing.
Like I got to change it and evolve
it.
Boom, boom, boom.
And by the time you actually getthe thing done, I'm on version
three.
Fast, fast, fast, fast, fast.
Go, go, go, go, go.
(05:22):
Right?
And that's not like, hey, I'm onhamster wheel.
It's like you're already likedoing stuff or just cut out the
fluff.
Remember, there's only 20 % of the
things you do make you 80 % of themoney.
Like keep that in mind.
This podcast is brought to you by
Americano.
I was first one in Starbucks
today.
It's not like I get an award for
that or anything, but for me,that's like, I like that.
(05:43):
I'm like, okay, I'm the first oneto start the day.
I'm going to go kill it.
I'm like the first one in the
door, get the caffeine, let's go.
Right.
And then I get jacked up with allthis.
And then by the time I'm doing,doing a lot of stuff, guess what?
I've got a whole day's work doneand it's 10 o 'clock.
(06:04):
It's 10 a .m.
And I'm like, cool.
Now what am I going to do?Well, instead of me waiting to do
a thing I was going to do onMonday, Tuesday, Wednesday,
Thursday, next week, I'm going todo it right now.
And now boom.
And then I'm on version four of it
by next Friday.
That's how we roll.
That's how you get where you wantto go faster.
And so talking to a broker on theteam, this broker, he's been doing
(06:26):
like beyond phenomenal.
And he's got all these things
going on now.
Well, yeah, I can say names.
He's been on the podcast, Scott.
So Scott's dry.
And so he's and he just keepsgoing.
It's just like, I'm like, oh, I'mso proud.
I just see him doing his things.
And it's just like, OK, so cool.
But he's got these things, right?And he's got the flyers he's
putting out.
And I might have referenced that
(06:48):
here.
And he's better going out to
people with basement suites andareas.
He's got 5 ,000 of those.
I look for cash jamming
opportunities with a QRO code.
code on your scan and then it
takes you to an Instagram video,which breaks down the numbers
behind the basement suite and cashdamming.
And so very cool.
So he's got that he's got gift
baskets going out the thing.
He's got all these meetings with
FAs and accountants and, and, andpresenting to real estate offices
(07:09):
and setting up partnerships.
And he's got like all these things
going on.
So I had to like, keep them
centered a little bit becauselike, he's on my team, we talk a
lot and I'm like, okay.
And he's got all this stuff.
But I'm like, hey, this is cool.
I knew we were always going to
have this conversation.
The conversation was going to be
just remember what got you here.
(07:29):
Remember that.
Right. 20 % of what you do isgoing to produce 80 % of your
income.
And so you've got all these things
you're doing.
And this is what happens.
The bigger you get.
the more opportunities get
presented to you, the more peoplewant your time.
The more deals you start doing,the more people start pulling you
in different directions.
And so you have to start working
the no muscle.
Before, it's the post -it muscle.
(07:49):
It's the record muscle.
Now it's the no muscle.
You're saying no to your time.
And you just go back and go, I got
to make sure I have my thingsdialed in that got me here.
He's going to do 40 to 50 millionthis year.
He from two and a half million to40 to 50.
And so he's like, yeah, you'reright.
Short yardage, basic things to getthat.
And then I can add on the stuff,right?
(08:11):
A lot of these other things youstart doing, they're just fluffy
things.
They're not like they're not money
making tasks.
And it's stuff like you spending
time on your logo and figuring outthe perfect URL, like no one gives
a shit.
It's not going to add dollars in
the bank.
And that's why we're doing this,
right?And this wasn't even what I want
to talk about today, but we'rejust, this is how we roll.
(08:35):
This is like what happens.
It's you get pulled in different
ways and you need to keep your eyeon the prize.
And a lot of you, that doesn'tmean anything to you yet because
you haven't went out and made themoney or you haven't figured it
out.
I think there's a core model, a
business model inside each of yourown businesses, but a lot of you
have lost your way.
I can see it.
(08:55):
You've lost your way and you'rescrambling now and you're grasping
at straws instead of going back tobasics, rolling your sleeves up,
understanding what's going on inthe market and how to deliver your
message and how you should be seenand start just do one brick, next
brick, and just like slowlybuilding the foundation.
You've lost your way.
And a lot of you then get
distracted.
And you're out there working on
(09:16):
things that really nobody caresabout.
It makes you feel warm and fuzzy.
It makes you feel like you're
actually working in your business,which you're not.
I always go with, always havethis.
You always have to have thingsthat keep you centered.
This podcast is brought to you byAmericano.
It's going to get a couple ofsponsorships today.
It's like, I just got this.
(09:36):
So I got to take it in.
So got to keep you centered onsome things, right?
There's only so many things thatmake money.
in your business.
And yet you feel good about
yourself because you're like, I'mdoing this meeting and you like
put stuff in your calendar oryou're taking calls with people
you probably shouldn't even betaking calls with.
(09:57):
And deep down, you know that, butyou're just avoiding doing the
things that make you money.
And so use this.
This is why I use, I'm like, ifsomeone was investing in my
business and they were over myshoulder for the day, like that
camera on like a documentary showfollowing you around, would they
want to see what I'm doing rightnow?
Would they be like, yes, I'minvesting in this business?
Or would they be like, what thefuck is he doing?
(10:21):
Like, OK, well, that'sinteresting.
He's doing that right now.
OK, let's hope he makes.
Oh, no, he's not.
He's going to go do that.
Oh, OK.
Yeah, yeah.
He's just jumping.
Oh, it's going in a Facebook
group.
What is he doing there?
Oh, he's just just scrolling.
Cool.
OK. And then what?Like, is he going to write his
emails?Is he going to like.
call his referral partners?Is he going to build a drip
campaign?Is he going to follow up with all
(10:42):
the...
Oh, no, no, he's going over here.
Oh, shit, he's going to change hislogo up.
Oh, he's redoing his emailsignature.
Oh, damn.
Okay, yeah, hey, Bob, we got to
think about if we're going toinvest in this guy.
I'm not sure I'm watching thisright now and I don't... I don't
know if we want to do this.
So I guarantee if we had a camera
(11:03):
there and I'm watching you, I'd belike, and I had like a hand, I'd
attach a hand out of the camerathat would just like slap you.
And I just press a button just orlike jolt you.
Like we actually let's do that.
I'd rather electrocute you.
Weird as that sounds.
Just like you're like, ah, and it
like gets you.
Okay, don't do that.
(11:24):
Don't do that.
Don't do it.
No, no, no. There's two, three,four things you need to do every
day.
And just do that.
Everything.
Stay there.
Stay focused.
Okay.
So where we got to that point.
So, but there you go.
That's, but my pet peeve that wasbringing back that and we'll
switch topics.
My pet peeve is just putting
(11:45):
things off.
I just, I don't get it.
I do not get it.
It does.
I'm not wired like that.
I don't understand.
It's like, cause it's alwaysMonday, right?
It's always January.
It's always when I get back, it's
always like, why not now?Like, what's the worst that could
happen?It's just you.
Like, this is a look in the mirrormoment.
And a lot of you, if you'relistening to this right now, you
have things where you're like,yeah, I'll get to that on
(12:08):
Wednesday.
Yeah, I'll get to that.
Like, frickin' bugs me.
People are like, yeah, we'll take,
well, why not today?Let's do it today.
Because if you tell yourselfyou're going to take four days,
guess what?You're going to start doing it in
three and a half.
Is that the law of constraints?
There's a law out there like thatwhere it's like the time you give
(12:30):
yourself.
So if you gave yourself three
hours, you'd get it done.
As long as you hold yourself
accountable.
And too many of you let yourself
off the hook and your standardsare way too low.
Right?So you have to align your
standards with your expectations.
If you want this exceptional
(12:51):
business, then you have to haveexceptional standards.
And so you have to change one ofthe two because a lot of your
businesses, they're just not,they're not equaling out.
So then don't tell me you want todo 30 million in volume when
you're doing 10 because yourstandards are at a $10 million
producer.
They should be at a $50 million
producer to go do the 30.
All right.
Think about that.
Let that sink in.
(13:11):
Seriously.
It all comes back to you.
It all comes back to you.
Okay, so social media wise,
switching gears.
Before we do that, we know who
sponsors this, Americana.
And I had some people ask me, hey,
when's the next podcast comingout?
And I know you, hey, you'resupposed to put them out every
week and you're supposed to dothat.
And I get it, totally get it.
You're supposed to be, but here's
(13:31):
the thing.
That's...
This is how I roll on this.
This isn't a, oh, I'll do it next
Wednesday.
Like this isn't structured.
I'm not sitting there going, Ineed to get my podcast out.
Quick, think of something, thinkof something.
It's when I have things to talkabout, then I go record.
And so sometimes that lines upwhere I've got three or four in
(13:54):
the kitty, and then we've gotenough or one or two.
And sometimes it's, we have towait a couple of weeks and it's at
the detriment of me beingconsistent here.
And then you go and wear thethings, but.
I don't know what to tell you.
This is more like, that just tells
(14:15):
you how authentic the podcast is.
I'm not just doing it to make
content.
This is, if I think there's
something that I value your time,you're sitting, you're listening.
I want to go like, Hey, this issomething like important.
I think is very important.
You should listen to it's not
just, Oh, I'm going to, cause Iknow a lot of content people, a
lot of people are putting out abunch of stuff.
They're manufacturing it.
(14:36):
But, and so it starts to lose the
feel of like, Is this real?Like, or are you just like, is
this on the schedule and you haveto talk about something?
Because that is the case with alot of people and in our industry.
It's just the way it is.
It's the way they've set up their
business and I don't roll thatway.
It's like when I have something, Ihave something.
Okay.
So here you go.
That answers that question for thepeople that have been messaging
(14:58):
me.
Wondering where the next podcast
is.
Here it is.
And you might have to wait anotherthree weeks, but maybe not.
Maybe you wait four days.
I don't know.
Okay.
So social media wise.
Okay, so we're going down thatjourney.
So Team Wiley is very social mediaforward.
We have people on the team whodon't do social media at all.
You do not need to do social mediato join the team.
It's just stuff we talk about,just like AI.
(15:21):
We talk about AI every day, prettymuch.
We talk about content every day,pretty much.
It weaves into our conversationsbecause I see where this is going.
I've seen it for a while.
Why aren't we talking about it?
So we're going to talk about it.
Some agents on the team just
don't.
And that's cool.
Whatever.
You run your business.
This is what some of the things weare going to focus on.
And so we're doing a lot ofcontent.
And I'm really happy to say we ranthis social 100 challenge, which
(15:43):
we challenged the team.
We said, we're for 100 days.
Your goal is to post one video aday on one platform.
And then you get a point for thatday.
And how many, whoever has the mostpoints at the end of 100 days,
we're going to make over theiroffice.
I'm going to give him a thousandbucks and make it over if that's a
new camera, new paint, newlighting, new desk, new chair, new
(16:04):
knickknacks in the back.
I don't know, glow lights,
whatever.
Pretty cool.
We've got eight or nine agentsthat are on like day 75 and
they're 75 for 75.
And two or three of them hadn't
really done social media before.
And I go back and I see where
their videos were at the beginningand where they are now.
And it's like, oh, my God.
(16:24):
And like some of them are just
like plain naturals and I didn'teven know it.
And it's like so cool.
Very cool to see.
It's crazy what happens when youdo things together.
And sometimes there's people don'twant to put their video out, but
they're like, I also accepted achallenge.
I also don't want to lose.
And I'm going to the other people
are pushing me.
And so it's just very cool to see
(16:44):
firsthand when you have like-minded people on the same journey
together, holding each otheraccountable.
And it's not even about the officemakeover anymore.
It's about getting, it's likefinishing the race is what it is.
And then we're going to look at,and we're going to compare notes
on everyone's stuff.
And it's, I'll report back on what
we were in there, but it's justawesome to see.
And so because we do that, there'sa lot of people out there doing a
(17:08):
lot of things.
And they're reporting back.
We have some people that have wentviral, not even the people on the
challenge.
One person on the challenge went
viral.
Two others had just started like
pretty much like two weeks, gotlike 80 ,000 and 250 ,000 views.
And they're working on apps and alot of comments and hundreds and
hundreds of comments around astrategy.
(17:29):
And it's just so cool.
And so the comment always comes
up.
The conversation comes up.
Like I've been, I'm stuck in 200land and which is okay.
You can run a very successfulbusiness getting 200 views.
Don't forget, just becausesomeone's not commenting or
liking, you only need a thousandfollowers who are your people,
your tribe that like watching yourstuff and that like to run a very
(17:53):
good business off of social media.
That's sort of the benchmark, a
thousand people.
If you have more than that, great,
whatever.
But you can run a very good
business off of that.
But here's the problem.
A lot of people are expecting bookcalls and they're saying it
doesn't work.
which don't even get me started,
okay?I gotta take a sip of coffee so I
don't go down that rabbit hole.
But here's the problem I'm seeing,
(18:13):
is a lot of the content, A, justnot good, B, boring and you don't
feel like, seem like you wannamake it.
So we made like a couple oftweaks.
We're just like, go make contentyou wanna talk about.
Define an avatar, do 70 % of yourcontent around that avatar.
And then 20 % of your content cancircle around that avatar.
And then 10 % can be personal.
So I'll give you an example.
Let's just say your avatar is BFS.
(18:35):
I want to help business for self
people get a mortgage.
70 % of your content should be
around that.
20 % can be a little more general
mortgage related around that.
But don't go off into credit
challenge world.
Hang in like around stuff you want
to talk about.
And then the other 10 can be
(18:56):
hobbies.
And if you want family or dogs or
tennis or whatever, that's sort ofthe ratio of what you want to
stick with here.
But here ends up being the problem
is a lot of you're not gettingbook calls.
And the reason you're not gettingbook calls is you or people
reaching out, engaging inconversation.
And like the reason that's nothappening is you're making content
where you're not cutting throughthe noise.
(19:16):
You're not solving anyone'sproblem.
The quicker you realize this, thebetter off you'll be.
If your content is fixed versusvariable, and if that's a sliver
of it, okay, whatever.
I think it's like been there, done
that for the last six, sevenyears.
Don't need to do that anymore.
But let's just say you want to do
(19:37):
it, sure.
But if it's just constant general
information, you're like...
How are you an expert?
There's general information thatwe've heard 18 different ways and
you're not solving my problem.
I was not sitting here and I woke
up going, man, I really wish Iknew what my prepayment privileges
were or what that was for themortgage I don't even have.
(19:58):
I really wish I knew that.
It's not.
But if you cut through and yousaid, hey, I can show you how to
buy a home faster than you thoughtyou could.
I'd be like, oh, yeah, I thoughtit'd take, hey, are you a first
time home buyer and you think it'sgoing to take you 12 to 18 months
to buy your first home?What if there was a way to buy it
(20:20):
in three to six months?Here's an example.
OK, the problem was I didn't thinkI could buy a home right now.
And you just said you have asolution for that.
And you're going to explain andyou're going to tell me the
outcome.
Boom.
Done.
Love it.
Did your bank say no?Because the income you declare is.
(20:42):
Because you're a business owner,and did your bank send no for a
mortgage?The bank you've been banking with
for 20 years, and you thought theyhad your back, and you decide to
keep your income inside of yourcorporation because you want to
pay less tax on it.
And the bank's going, well, that's
cool, but it's penalizing youbecause you're declaring less
(21:05):
personal income.
And that's what we look at when we
give out mortgages.
And so if that's you, I have a
solution.
And this is what it is, and this
would be your outcome.
Ah, yeah, I do have a problem,
right?You see where I'm going?
A lot of you are talking aboutgeneral shit and it's stuff you
(21:26):
don't even care about.
So it's coming through that you
don't care about and you're justmaking content to make content.
And you can't do that.
You can't do that.
Right?Go find the person.
Don't go on.
Don't be the person that's like,
hey, I just got a relationship orwhatever.
I'm going to throw this analogyout there.
I don't even know if it makessense, but let's see how it rolls
off the tongue.
But you're looking for a new
(21:47):
relation, new partner in life.
You came out of something, but now
you know what you want.
But then you go, I'm just going to
go date.
And you start dating all the
things and you start like wastingtime and doing this thing.
When all reality, you already knowwhat you want, the things you want
in that person.
Go find those things.
Come out of the gate with that.
(22:08):
Don't go.
freaking dating 30 people and likewant to blow your head off and all
the crap you have to deal withcoming in.
It's the same concept.
Don't go so wide on all your
stuff.
You're never going to be known as
an expert.
Like people want to partner with
experts, people that they thinkare really good at what they do.
And so if you talk about the thingyou're really, really good at and
(22:30):
you show me, you break it down bythe problem you solve and you do
that once or twice.
Okay, good.
Do it 50 times.
Go show me how you helped a
business owner get a mortgage withan A lender or get a mortgage with
a B lender when they didn't thinkthey could get a mortgage.
Go show me 50 times how you didthat.
(22:54):
Now when I consume your content,that's all I see.
I see you problem solving aproblem I have.
So now you're an expert.
Like when I go look at reviews for
a restaurant or a product onAmazon or whatever, I don't read
one review.
I need to read four, five, six, 10
reviews to form my opinion on whatI think.
A lot of you are making one or twothings and then you shift gears
and you go on to the next thing.
(23:15):
And you're like, how come no one's
reaching out?Well, it's because you're not
solving a problem.
And you're shifting gears and
they're kind of confused.
What do you do?
Like, don't be Applebee's whereyou fucking serve everything and
you're not good at any of it.
Like, be one dialed in restaurant.
Like, shawarma.
Sell shawarma.
(23:35):
Okay?Don't sell hot dogs and shawarma.
Sell shawarma and get really,really, really, really good at it.
Big mistake.
Big mistake.
And this is evolving, like it'shappening.
And so here's what you do is youdiscover who the avatar is and
then you go and make content forthe avatar.
But you have to solve a problem,kids.
If you're talking in generalitiesand like there has to be some
(23:56):
structure, get your hook outearly.
If your hook is at the end, you'regoing to lose people that I'm
going to watch the video.
So get it out early.
Tell them the problem.
Is this you?
This is a solution, problem,solution, outcome.
Use that for every video and do 50of them for your avatar.
And guess what?The algorithm with the AI built
into it is going to go find yourpeople.
(24:19):
It's going to do the heavy liftingfor you.
And then when someone comes on towatch your stuff, it's, oh, yeah,
yeah.
Oh, it's what they do.
Wow.
They're talking about.
all the pain points of being abusiness owner trying to get
financing.
And wow.
And that's all I see.
I don't see you talking about
purchase plus improvements andreverse fucking mortgages and over
here, commercial deals and thenfixtures and just like basic, like
(24:40):
jargon, like you're not cuttingthrough.
Like, but I just watched 12 ofyour reels about problem solving
business, business owners.
I'm a business owner.
And now I'm like, okay, this is myguy.
This is my girl.
That's where I'm going.
Because you proved it over andover and over again.
And you're hanging your hat onsomething.
Right?If you don't stand for something,
(25:01):
you'll fall for anything.
So stand for something in your
business.
Like who is it?
Who are you serving?So I wanted to point that out.
And a byproduct of this, a massivebyproduct, a massive bonus of you
doing this is you'reindoctrinating people.
So the more you're.
You're talking like very, very
specific who you're talking towith the problems.
(25:23):
By the time you get on any sort ofphone call with anyone, you've
indoctrinated them enough wherethey might even know what you're
going to say.
Your trust levels are like nine
out of 10.
They just want to see if you're a
real person.
They want to see if you're the
person that they're watching onsocial.
They want to make sure you're notlike pretending.
(25:44):
But you've got a massiveadvantage.
And so if you're out therescrambling right now, banging your
head against the wall, becauseyou're losing deals to the bank.
And we know that people work withwho they love, like and trust.
And you're not building trust upthrough social and you're trying
to do it through a half hourdiscovery call.
And because they sent you somedocuments, and you pulled their
(26:07):
credit that you're there andyou're good.
And like, that's how you're goingto run your business right now.
And that's what you're hangingyour hat on.
And you're good.
You answer the phone when they
call.
And you're thinking like, that's
the thing.
I'm telling you, you might as well
hang it up.
Just hang it up.
(26:28):
Go build the thing.
The thing is social.
It's brand.
It's your brand.
What is your brand?Right?
I think pretty obvious what mybrand is.
Ryan Wiley, what do you do?I coach mortgage agents.
I have a mortgage team.
I mentor my own agents, coach
them, dumb for you tools.
And I have strategy hub and I
coach people in there.
(26:48):
That's why I don't do anything
else.
Like it's very obvious what I do,
but it's all I talk about.
And am I ever going to stop?
No, I'm just going to keep talkingabout it.
So guess what?You're never confused.
A lot of you are confusing people.
And then you're wondering why no
one's coming to the restaurant.
(27:09):
You haven't built up enough trust.
And then all the pieces of thepuzzle are interconnected.
Your discovery calls are wayharder because you haven't
indoctrinated them from social andthen watching your videos and
seeing and you haven't hit themenough through email to see the
things through there.
And so how are they supposed to
know you?And then you're cramming in all
this pressure and stress andexpectations into a 30 -minute
(27:32):
discovery call.
And it's why a lot of you have a
much longer discovery call.
And because in your head, you feel
you have to, and that justifieswhy they should work with you.
Because you don't have the brand.
So you're trying to play catch up.
Right?There's not one of these things
that's going to make you wineverywhere.
It's like all the pieces, you haveto have them all.
(27:54):
But it all branches off of socialmedia and your brand.
It does.
There's no way around it.
There's no way around it.
Put your head in the sand as much
as you want.
Hide from it for as long as you
want.
You're just hurting you and your
family long term because you don'twant to go figure it out.
(28:15):
If you don't know what to do, golearn.
If you've already learned, go dothe thing.
If you're doing the thing, do moreof the thing.
Like that's your world.
It's right there.
If you don't know, if you're like,Ryan, but I don't understand
social, go learn.
At your fingertips is information
(28:35):
like we've never had before.
Go learn, right?
Back in the day, you're like, goto the library, encyclopedia.
It's like, fuck.
Like, go talk to people.
Like, don't.
I saw someone, they're like, hey,
how are mortgages compounded?How does RBC compound?
Don't go post that in a Facebookgroup.
Go to ChatGPT and go, hey.
I did it.
And it comes out.
Yeah.
Semi -annual fixed rate.
(28:55):
Are you a hundred percent sure?
A hundred percent.
It's the law.
It's the law.
Fixed rate merges are compounded
semi -annual.
No other answer.
Okay.
But you're, you're still living in
a world five years ago whereyou're like, Oh, I'm going to post
in a Facebook group.
I'm going to ask that they, we
(29:16):
have information all around us,like right like that.
Boom.
So there's no excuse.
why you can't go do the thing.
The only excuse is you didn't want
to go figure it out.
So then you tell yourself, it
doesn't work.
I'm not going to do it.
You put your head in the sand andthen you go and you work on
tweaking something in yourbusiness that doesn't put money in
(29:39):
your bank account, right?And then you come up with excuses
for the people who are counting onyou to why there's no money in the
bank account is because, hey, thething, there's always a thing.
Like, yeah, I just, right?And then you've got other people
waking up at 5 .30 and crushingstuff by nine to do a week's worth
of work that you've done.
(30:01):
So those discovery calls get much
easier when people have alreadyconsumed 10 of your reels and
receive four emails from you andenter whatever here.
discovery calls get much easierwhen people have already consumed
10 of your reels and receive fouremails from you whatever here.
You're omnipresent.
You're in different spots all the
time.
I promise you.
And so you're not just... hurtingyourself from my branding and
(30:21):
social media and lead generationstandpoint by not doing social,
I'm going to start driving outbecause I have to get to a Team
Wiley 6 .30 a .m.
meeting daily check -in call.
So if you're listening to this onTeam Wiley, I'm coming.
I'm coming.
(30:42):
Starts in 10 minutes.
You're hurting other areas of yourbusiness.
Like you're putting so muchpressure on that discovery call.
Like a lot of you are startingcold with people.
So how'd you hear about me?Oh, referral.
Cool.
What'd they say about me?
Awesome.
I start discovery calls.
They're like, yeah, yeah.
I know all your stuff.
(31:04):
I'm like, how, like, how'd youcome into my world?
Oh yeah.
I've been watching Instagram for
like a year and this and you, andI go, what's resonating with you?
Oh yeah.
It's this, this, this.
Oh yeah.
Cool.
All right.
They're like, yeah, I'm in.
Like, what are we doing?Like, what's the cost?
Like, what are we doing?I have a couple of questions, but
(31:27):
what are we doing?Because you just built up so much
trust because you're showingpeople what you do.
And you're showing them how yousolve problems.
And it's resonating with them andtheir problems.
And your avatars will come to you.
Right?
This is the puzzle.
This is the game.
The podcast.
The mortgage game.
This is the mortgage game.
I'm laying it out for you.
So if three years from now, threeyears from now, your AI should be
in your business at some pointright now.
(31:47):
You should be using that.
somewhere in your business.
And social media, if you're notthere, then I honestly don't know
what to tell you.
It's like you're building a
business as if it's 2020.
And the world, as we know, it is
moving so fast.
And so if your business model is
(32:08):
go make a list of realtors, callthem, get them in a Zoom meeting,
present them with your value ads.
If you can see me right now, I'm
punching the air.
as I drive your value ads and then
follow up or not and then go, soBob, it's Monday.
You got any deals for me?And like, hey, yeah.
And then tell yourself, oh, Bob'snot busy.
The market's down.
So I guess my business is down and
you're relying on these referralpartners to feed your family,
(32:30):
which is just crazy town.
Crazy town that you're putting.
You know, your family's livelihoodin the hands of people who really
don't even know you that well.
And then go direct to consumer.
And the only way to do that isthrough social.
So go direct to consumer and gobuild the brand.
And guess what?If you go build the brand,
referral partners are actuallygoing to come.
(32:51):
They're going to come to you.
It's going to actually do that
heavy lifting for you.
But if that's your model is to
make a list and cold call and givethem value ads and a Zoom call or
sit down for coffee, this is stuffthat I coached years ago, 100%.
Um, now I would just laugh and go,what are you doing?
That is the biggest waste of time.
That time is better suited to
building your brand and contentand dialing in with your avatar.
And then the partners will comeand guess what?
(33:12):
They're going to come in.
It's going to be a different
conversation when they reach outor you go open them later on
because they've consumed yourcontent.
Ah, now they know who you are.
They're like.
your energy they like personalitythey like how you deliver things
they like like it's different thanyou just call and going hey my
(33:34):
name's ryan i'm a mortgage brokerin the area and i was just
wondering if uh um oh you alreadywork for someone yeah well i have
this referral loop where if yourefer i have a communication
commitment and i used to coachthis stuff so i'm making fun of
myself too right I have thiscommunication camera where I'm
going to get back to you the sameday.
(33:54):
And like, that's cool.
Talk about that later on.
But if that's what you're leadingwith to get the date, you're not
going to get any dates.
I'm just telling you.
Right.
Go work on yourself.
Go to the gym.
Go get your spiritual energy up.
Go eat healthy.
Go do that.
And then guess what?People are going to go.
(34:16):
Look at this person.
Look at them looking good.
Look at them taking care ofthemselves.
Look at them walking straight outwith confidence.
Look at them with a pep in theirstep.
I'm going to go reach out to thatperson.
Right?That's how you do it.
Okay?That's it, kids.
Just because I got to go.
(34:36):
I got to go.
And this podcast was long.
So hopefully you got something
from that.
That's it.
Peace out till next week.
I don't know.
All right.
Love you guys.
Bye.
Welcome to the mortgage game.
I truly, truly believe that
building a mortgage business, asuccessful one, is like playing a
game.
There's winners, there's losers,
there's certain things you try.
Some of us are playing checkers,
while others are playing chess.
I've had the ability to coach and
mentor hundreds of mortgagebrokers.
I myself built a very nicebusiness, so now I want to distill
(00:27):
all that information, all thethings I've learned from that, and
bring it directly to you in asimple -to -understand way.
I hope you enjoy.
All right, good morning.
Welcome to the Mortgage GamePodcast.
West Coast Wiley here in thehouse.
There is a five on the clock.
Yes, that's right.
Coming to you from the Dodge Ramstudio.
It's 5 .30 a .m.
(00:48):
It's how we roll.
It's a Friday.
This is how we roll.
I looked at my calendar.
I said, okay, I have a one -on
-one meeting here with an agent.
I have a marketing plan meeting
here.
I have a content day meeting plan
here.
I have a lender meeting plan.
I have a daily check -in.
Like my day is jammed with emails
and content and meetings andtrainings.
And it's, I'm not complainingbecause this is the world I
(01:11):
created and I love this world, butI need to do the podcast because I
have some things to talk about.
And so I'm like, what do I do?
Do I?push it till later?
Do I just do it next week?Do I?
No, just wake up early.
That's the answer to everything.
Just wake up early.
And if you don't want to wake up
early, then I don't know, thenjust have delayed things happening
to you.
Whatever the thing you want,
(01:32):
because you don't want to wake upearly, then, you know, you know
what I'm saying?So this is what we do.
It's how we roll.
So today we're going to chat about
a couple different things.
We're going to chat about some
social media stuff, stuff I'mseeing that's working, some
mistakes I see people make.
We're going to talk about how just
things are evolving quickly in ourbusiness.
We're going to start off withthis.
(01:53):
This is a pet peeve thing.
And this is, I'm guessing, 95 % of
you do this.
And I still do it to some degree
on super small and insignificantthings.
But on everything else, I'm like,yeah, no, let's go.
And I see this every single year.
It's a cycle.
So December, first week ofDecember rolls around.
(02:15):
And then everyone's like sort ofstarts checking out, right?
You're like, ah, it's Christmas.
No one needs deals.
No one's doing refinances.
It's bullshit.
Because a couple of my best yearswere like December was my best
month for a couple of years in arow.
When I changed that story aboutmyself, like what I was saying,
(02:35):
I'm like, no, there's deals thereall the time.
in every single market no matterwhat that's not what i want to
talk to you about though it washey i'm gonna really ramp things
up in january we're gonna get mybusiness plan dialed in like you
know that business plan that youjust no one fucking looks at a
week later right but you just getall jacked up and maybe even sit
(02:56):
with a couple other brokers andyou're like let's do this And you
write it down and you're sittingthere and feel good.
You take two, three hours and youguys are sharing things.
All right.
And then you go off and you go off
into your worlds.
And then like crickets, nothing
happens.
You have all the best intentions
in the world and nothing happens.
That's the one reason why I don't
like business plans.
(03:17):
I like micro business plans.
Hey, here's my plan for the nextweek, not 52 weeks.
Like half of you don't know, like.
If you'll be in the industry in
three months, you don't know, likeyou don't know a lot of, there's a
lot of unknowns and you can'tcommit to doing something for a
week.
So how the fuck are you going to
(03:37):
commit to doing something for 52?Right.
That's not even what I want totalk about.
It was the fact that you tellyourself, Hey, in January, I'm
going to do the thing or it'sThursday or Friday and you have
something you need to do in yourbusiness.
You're like, you know what?I'll get at it Monday.
Monday, I'm going to crush that.
And it's like, but why not now?
Like, why?What are you waiting on?
(03:58):
It's like, it just tells me you'rejust, you're being lazy and you
don't want to do it and you'reprocrastinating.
It's probably something you don'twant to do.
And so you're like Monday and thenMonday rolls around.
You're like, ah, I hate Mondays.
I got all this stuff I don't want
to do.
You know what?
I'll tackle that on Wednesday.
But it's always like another day.
Like speed kills.
in so many areas of our life.
(04:20):
Speed is a very glorious thing.
The more, the quicker you can get
things going.
So if you're like, hey, I'll do
that.
It's first week of December, but
I'm really going to ramp up mybusiness in January.
Okay, well, you just delayed moneyin your bank account by 40, like
30 to 60 days.
Because you're just saying, I'll
get that in January, right?And then you tell your spouse.
(04:42):
yeah, things are slow.
It's always this time of year,
things get slow.
It's excuse on top of excuse on
top of excuse.
And I see it all the time.
I see it every day.
I've been coaching for a long
time.
I see it.
Even when I wasn't coaching, I hadother brokers.
And I never understood because I'mlike, well, it's Thursday night
(05:02):
and I'm just going to do thething.
So it's done.
And then while you're doing it on
Monday or Tuesday, I'm alreadyfour or five days ahead of you.
So that's speed kills.
Now I get to reiterate what I'm
doing.
Like I got to change it and evolve
it.
Boom, boom, boom.
And by the time you actually getthe thing done, I'm on version
three.
Fast, fast, fast, fast, fast.
Go, go, go, go, go.
(05:22):
Right?
And that's not like, hey, I'm onhamster wheel.
It's like you're already likedoing stuff or just cut out the
fluff.
Remember, there's only 20 % of the
things you do make you 80 % of themoney.
Like keep that in mind.
This podcast is brought to you by
Americano.
I was first one in Starbucks
today.
It's not like I get an award for
that or anything, but for me,that's like, I like that.
(05:43):
I'm like, okay, I'm the first oneto start the day.
I'm going to go kill it.
I'm like the first one in the
door, get the caffeine, let's go.
Right.
And then I get jacked up with allthis.
And then by the time I'm doing,doing a lot of stuff, guess what?
I've got a whole day's work doneand it's 10 o 'clock.
(06:04):
It's 10 a .m.
And I'm like, cool.
Now what am I going to do?Well, instead of me waiting to do
a thing I was going to do onMonday, Tuesday, Wednesday,
Thursday, next week, I'm going todo it right now.
And now boom.
And then I'm on version four of it
by next Friday.
That's how we roll.
That's how you get where you wantto go faster.
And so talking to a broker on theteam, this broker, he's been doing
(06:26):
like beyond phenomenal.
And he's got all these things
going on now.
Well, yeah, I can say names.
He's been on the podcast, Scott.
So Scott's dry.
And so he's and he just keepsgoing.
It's just like, I'm like, oh, I'mso proud.
I just see him doing his things.
And it's just like, OK, so cool.
But he's got these things, right?And he's got the flyers he's
putting out.
And I might have referenced that
(06:48):
here.
And he's better going out to
people with basement suites andareas.
He's got 5 ,000 of those.
I look for cash jamming
opportunities with a QRO code.
code on your scan and then it
takes you to an Instagram video,which breaks down the numbers
behind the basement suite and cashdamming.
And so very cool.
So he's got that he's got gift
baskets going out the thing.
He's got all these meetings with
FAs and accountants and, and, andpresenting to real estate offices
(07:09):
and setting up partnerships.
And he's got like all these things
going on.
So I had to like, keep them
centered a little bit becauselike, he's on my team, we talk a
lot and I'm like, okay.
And he's got all this stuff.
But I'm like, hey, this is cool.
I knew we were always going to
have this conversation.
The conversation was going to be
just remember what got you here.
(07:29):
Remember that.
Right. 20 % of what you do isgoing to produce 80 % of your
income.
And so you've got all these things
you're doing.
And this is what happens.
The bigger you get.
the more opportunities get
presented to you, the more peoplewant your time.
The more deals you start doing,the more people start pulling you
in different directions.
And so you have to start working
the no muscle.
Before, it's the post -it muscle.
(07:49):
It's the record muscle.
Now it's the no muscle.
You're saying no to your time.
And you just go back and go, I got
to make sure I have my thingsdialed in that got me here.
He's going to do 40 to 50 millionthis year.
He from two and a half million to40 to 50.
And so he's like, yeah, you'reright.
Short yardage, basic things to getthat.
And then I can add on the stuff,right?
(08:11):
A lot of these other things youstart doing, they're just fluffy
things.
They're not like they're not money
making tasks.
And it's stuff like you spending
time on your logo and figuring outthe perfect URL, like no one gives
a shit.
It's not going to add dollars in
the bank.
And that's why we're doing this,
right?And this wasn't even what I want
to talk about today, but we'rejust, this is how we roll.
(08:35):
This is like what happens.
It's you get pulled in different
ways and you need to keep your eyeon the prize.
And a lot of you, that doesn'tmean anything to you yet because
you haven't went out and made themoney or you haven't figured it
out.
I think there's a core model, a
business model inside each of yourown businesses, but a lot of you
have lost your way.
I can see it.
(08:55):
You've lost your way and you'rescrambling now and you're grasping
at straws instead of going back tobasics, rolling your sleeves up,
understanding what's going on inthe market and how to deliver your
message and how you should be seenand start just do one brick, next
brick, and just like slowlybuilding the foundation.
You've lost your way.
And a lot of you then get
distracted.
And you're out there working on
(09:16):
things that really nobody caresabout.
It makes you feel warm and fuzzy.
It makes you feel like you're
actually working in your business,which you're not.
I always go with, always havethis.
You always have to have thingsthat keep you centered.
This podcast is brought to you byAmericano.
It's going to get a couple ofsponsorships today.
It's like, I just got this.
(09:36):
So I got to take it in.
So got to keep you centered onsome things, right?
There's only so many things thatmake money.
in your business.
And yet you feel good about
yourself because you're like, I'mdoing this meeting and you like
put stuff in your calendar oryou're taking calls with people
you probably shouldn't even betaking calls with.
(09:57):
And deep down, you know that, butyou're just avoiding doing the
things that make you money.
And so use this.
This is why I use, I'm like, ifsomeone was investing in my
business and they were over myshoulder for the day, like that
camera on like a documentary showfollowing you around, would they
want to see what I'm doing rightnow?
Would they be like, yes, I'minvesting in this business?
Or would they be like, what thefuck is he doing?
(10:21):
Like, OK, well, that'sinteresting.
He's doing that right now.
OK, let's hope he makes.
Oh, no, he's not.
He's going to go do that.
Oh, OK.
Yeah, yeah.
He's just jumping.
Oh, it's going in a Facebook
group.
What is he doing there?
Oh, he's just just scrolling.
Cool.
OK. And then what?Like, is he going to write his
emails?Is he going to like.
call his referral partners?Is he going to build a drip
campaign?Is he going to follow up with all
(10:42):
the...
Oh, no, no, he's going over here.
Oh, shit, he's going to change hislogo up.
Oh, he's redoing his emailsignature.
Oh, damn.
Okay, yeah, hey, Bob, we got to
think about if we're going toinvest in this guy.
I'm not sure I'm watching thisright now and I don't... I don't
know if we want to do this.
So I guarantee if we had a camera
(11:03):
there and I'm watching you, I'd belike, and I had like a hand, I'd
attach a hand out of the camerathat would just like slap you.
And I just press a button just orlike jolt you.
Like we actually let's do that.
I'd rather electrocute you.
Weird as that sounds.
Just like you're like, ah, and it
like gets you.
Okay, don't do that.
(11:24):
Don't do that.
Don't do it.
No, no, no. There's two, three,four things you need to do every
day.
And just do that.
Everything.
Stay there.
Stay focused.
Okay.
So where we got to that point.
So, but there you go.
That's, but my pet peeve that wasbringing back that and we'll
switch topics.
My pet peeve is just putting
(11:45):
things off.
I just, I don't get it.
I do not get it.
It does.
I'm not wired like that.
I don't understand.
It's like, cause it's alwaysMonday, right?
It's always January.
It's always when I get back, it's
always like, why not now?Like, what's the worst that could
happen?It's just you.
Like, this is a look in the mirrormoment.
And a lot of you, if you'relistening to this right now, you
have things where you're like,yeah, I'll get to that on
(12:08):
Wednesday.
Yeah, I'll get to that.
Like, frickin' bugs me.
People are like, yeah, we'll take,
well, why not today?Let's do it today.
Because if you tell yourselfyou're going to take four days,
guess what?You're going to start doing it in
three and a half.
Is that the law of constraints?
There's a law out there like thatwhere it's like the time you give
(12:30):
yourself.
So if you gave yourself three
hours, you'd get it done.
As long as you hold yourself
accountable.
And too many of you let yourself
off the hook and your standardsare way too low.
Right?So you have to align your
standards with your expectations.
If you want this exceptional
(12:51):
business, then you have to haveexceptional standards.
And so you have to change one ofthe two because a lot of your
businesses, they're just not,they're not equaling out.
So then don't tell me you want todo 30 million in volume when
you're doing 10 because yourstandards are at a $10 million
producer.
They should be at a $50 million
producer to go do the 30.
All right.
Think about that.
Let that sink in.
(13:11):
Seriously.
It all comes back to you.
It all comes back to you.
Okay, so social media wise,
switching gears.
Before we do that, we know who
sponsors this, Americana.
And I had some people ask me, hey,
when's the next podcast comingout?
And I know you, hey, you'resupposed to put them out every
week and you're supposed to dothat.
And I get it, totally get it.
You're supposed to be, but here's
(13:31):
the thing.
That's...
This is how I roll on this.
This isn't a, oh, I'll do it next
Wednesday.
Like this isn't structured.
I'm not sitting there going, Ineed to get my podcast out.
Quick, think of something, thinkof something.
It's when I have things to talkabout, then I go record.
And so sometimes that lines upwhere I've got three or four in
(13:54):
the kitty, and then we've gotenough or one or two.
And sometimes it's, we have towait a couple of weeks and it's at
the detriment of me beingconsistent here.
And then you go and wear thethings, but.
I don't know what to tell you.
This is more like, that just tells
(14:15):
you how authentic the podcast is.
I'm not just doing it to make
content.
This is, if I think there's
something that I value your time,you're sitting, you're listening.
I want to go like, Hey, this issomething like important.
I think is very important.
You should listen to it's not
just, Oh, I'm going to, cause Iknow a lot of content people, a
lot of people are putting out abunch of stuff.
They're manufacturing it.
(14:36):
But, and so it starts to lose the
feel of like, Is this real?Like, or are you just like, is
this on the schedule and you haveto talk about something?
Because that is the case with alot of people and in our industry.
It's just the way it is.
It's the way they've set up their
business and I don't roll thatway.
It's like when I have something, Ihave something.
Okay.
So here you go.
That answers that question for thepeople that have been messaging
(14:58):
me.
Wondering where the next podcast
is.
Here it is.
And you might have to wait anotherthree weeks, but maybe not.
Maybe you wait four days.
I don't know.
Okay.
So social media wise.
Okay, so we're going down thatjourney.
So Team Wiley is very social mediaforward.
We have people on the team whodon't do social media at all.
You do not need to do social mediato join the team.
It's just stuff we talk about,just like AI.
(15:21):
We talk about AI every day, prettymuch.
We talk about content every day,pretty much.
It weaves into our conversationsbecause I see where this is going.
I've seen it for a while.
Why aren't we talking about it?
So we're going to talk about it.
Some agents on the team just
don't.
And that's cool.
Whatever.
You run your business.
This is what some of the things weare going to focus on.
And so we're doing a lot ofcontent.
And I'm really happy to say we ranthis social 100 challenge, which
(15:43):
we challenged the team.
We said, we're for 100 days.
Your goal is to post one video aday on one platform.
And then you get a point for thatday.
And how many, whoever has the mostpoints at the end of 100 days,
we're going to make over theiroffice.
I'm going to give him a thousandbucks and make it over if that's a
new camera, new paint, newlighting, new desk, new chair, new
(16:04):
knickknacks in the back.
I don't know, glow lights,
whatever.
Pretty cool.
We've got eight or nine agentsthat are on like day 75 and
they're 75 for 75.
And two or three of them hadn't
really done social media before.
And I go back and I see where
their videos were at the beginningand where they are now.
And it's like, oh, my God.
(16:24):
And like some of them are just
like plain naturals and I didn'teven know it.
And it's like so cool.
Very cool to see.
It's crazy what happens when youdo things together.
And sometimes there's people don'twant to put their video out, but
they're like, I also accepted achallenge.
I also don't want to lose.
And I'm going to the other people
are pushing me.
And so it's just very cool to see
(16:44):
firsthand when you have like-minded people on the same journey
together, holding each otheraccountable.
And it's not even about the officemakeover anymore.
It's about getting, it's likefinishing the race is what it is.
And then we're going to look at,and we're going to compare notes
on everyone's stuff.
And it's, I'll report back on what
we were in there, but it's justawesome to see.
And so because we do that, there'sa lot of people out there doing a
(17:08):
lot of things.
And they're reporting back.
We have some people that have wentviral, not even the people on the
challenge.
One person on the challenge went
viral.
Two others had just started like
pretty much like two weeks, gotlike 80 ,000 and 250 ,000 views.
And they're working on apps and alot of comments and hundreds and
hundreds of comments around astrategy.
(17:29):
And it's just so cool.
And so the comment always comes
up.
The conversation comes up.
Like I've been, I'm stuck in 200land and which is okay.
You can run a very successfulbusiness getting 200 views.
Don't forget, just becausesomeone's not commenting or
liking, you only need a thousandfollowers who are your people,
your tribe that like watching yourstuff and that like to run a very
(17:53):
good business off of social media.
That's sort of the benchmark, a
thousand people.
If you have more than that, great,
whatever.
But you can run a very good
business off of that.
But here's the problem.
A lot of people are expecting bookcalls and they're saying it
doesn't work.
which don't even get me started,
okay?I gotta take a sip of coffee so I
don't go down that rabbit hole.
But here's the problem I'm seeing,
(18:13):
is a lot of the content, A, justnot good, B, boring and you don't
feel like, seem like you wannamake it.
So we made like a couple oftweaks.
We're just like, go make contentyou wanna talk about.
Define an avatar, do 70 % of yourcontent around that avatar.
And then 20 % of your content cancircle around that avatar.
And then 10 % can be personal.
So I'll give you an example.
Let's just say your avatar is BFS.
(18:35):
I want to help business for self
people get a mortgage.
70 % of your content should be
around that.
20 % can be a little more general
mortgage related around that.
But don't go off into credit
challenge world.
Hang in like around stuff you want
to talk about.
And then the other 10 can be
(18:56):
hobbies.
And if you want family or dogs or
tennis or whatever, that's sort ofthe ratio of what you want to
stick with here.
But here ends up being the problem
is a lot of you're not gettingbook calls.
And the reason you're not gettingbook calls is you or people
reaching out, engaging inconversation.
And like the reason that's nothappening is you're making content
where you're not cutting throughthe noise.
(19:16):
You're not solving anyone'sproblem.
The quicker you realize this, thebetter off you'll be.
If your content is fixed versusvariable, and if that's a sliver
of it, okay, whatever.
I think it's like been there, done
that for the last six, sevenyears.
Don't need to do that anymore.
But let's just say you want to do
(19:37):
it, sure.
But if it's just constant general
information, you're like...
How are you an expert?
There's general information thatwe've heard 18 different ways and
you're not solving my problem.
I was not sitting here and I woke
up going, man, I really wish Iknew what my prepayment privileges
were or what that was for themortgage I don't even have.
(19:58):
I really wish I knew that.
It's not.
But if you cut through and yousaid, hey, I can show you how to
buy a home faster than you thoughtyou could.
I'd be like, oh, yeah, I thoughtit'd take, hey, are you a first
time home buyer and you think it'sgoing to take you 12 to 18 months
to buy your first home?What if there was a way to buy it
(20:20):
in three to six months?Here's an example.
OK, the problem was I didn't thinkI could buy a home right now.
And you just said you have asolution for that.
And you're going to explain andyou're going to tell me the
outcome.
Boom.
Done.
Love it.
Did your bank say no?Because the income you declare is.
(20:42):
Because you're a business owner,and did your bank send no for a
mortgage?The bank you've been banking with
for 20 years, and you thought theyhad your back, and you decide to
keep your income inside of yourcorporation because you want to
pay less tax on it.
And the bank's going, well, that's
cool, but it's penalizing youbecause you're declaring less
(21:05):
personal income.
And that's what we look at when we
give out mortgages.
And so if that's you, I have a
solution.
And this is what it is, and this
would be your outcome.
Ah, yeah, I do have a problem,
right?You see where I'm going?
A lot of you are talking aboutgeneral shit and it's stuff you
(21:26):
don't even care about.
So it's coming through that you
don't care about and you're justmaking content to make content.
And you can't do that.
You can't do that.
Right?Go find the person.
Don't go on.
Don't be the person that's like,
hey, I just got a relationship orwhatever.
I'm going to throw this analogyout there.
I don't even know if it makessense, but let's see how it rolls
off the tongue.
But you're looking for a new
(21:47):
relation, new partner in life.
You came out of something, but now
you know what you want.
But then you go, I'm just going to
go date.
And you start dating all the
things and you start like wastingtime and doing this thing.
When all reality, you already knowwhat you want, the things you want
in that person.
Go find those things.
Come out of the gate with that.
(22:08):
Don't go.
freaking dating 30 people and likewant to blow your head off and all
the crap you have to deal withcoming in.
It's the same concept.
Don't go so wide on all your
stuff.
You're never going to be known as
an expert.
Like people want to partner with
experts, people that they thinkare really good at what they do.
And so if you talk about the thingyou're really, really good at and
(22:30):
you show me, you break it down bythe problem you solve and you do
that once or twice.
Okay, good.
Do it 50 times.
Go show me how you helped a
business owner get a mortgage withan A lender or get a mortgage with
a B lender when they didn't thinkthey could get a mortgage.
Go show me 50 times how you didthat.
(22:54):
Now when I consume your content,that's all I see.
I see you problem solving aproblem I have.
So now you're an expert.
Like when I go look at reviews for
a restaurant or a product onAmazon or whatever, I don't read
one review.
I need to read four, five, six, 10
reviews to form my opinion on whatI think.
A lot of you are making one or twothings and then you shift gears
and you go on to the next thing.
(23:15):
And you're like, how come no one's
reaching out?Well, it's because you're not
solving a problem.
And you're shifting gears and
they're kind of confused.
What do you do?
Like, don't be Applebee's whereyou fucking serve everything and
you're not good at any of it.
Like, be one dialed in restaurant.
Like, shawarma.
Sell shawarma.
(23:35):
Okay?Don't sell hot dogs and shawarma.
Sell shawarma and get really,really, really, really good at it.
Big mistake.
Big mistake.
And this is evolving, like it'shappening.
And so here's what you do is youdiscover who the avatar is and
then you go and make content forthe avatar.
But you have to solve a problem,kids.
If you're talking in generalitiesand like there has to be some
(23:56):
structure, get your hook outearly.
If your hook is at the end, you'regoing to lose people that I'm
going to watch the video.
So get it out early.
Tell them the problem.
Is this you?
This is a solution, problem,solution, outcome.
Use that for every video and do 50of them for your avatar.
And guess what?The algorithm with the AI built
into it is going to go find yourpeople.
(24:19):
It's going to do the heavy liftingfor you.
And then when someone comes on towatch your stuff, it's, oh, yeah,
yeah.
Oh, it's what they do.
Wow.
They're talking about.
all the pain points of being abusiness owner trying to get
financing.
And wow.
And that's all I see.
I don't see you talking about
purchase plus improvements andreverse fucking mortgages and over
here, commercial deals and thenfixtures and just like basic, like
(24:40):
jargon, like you're not cuttingthrough.
Like, but I just watched 12 ofyour reels about problem solving
business, business owners.
I'm a business owner.
And now I'm like, okay, this is myguy.
This is my girl.
That's where I'm going.
Because you proved it over andover and over again.
And you're hanging your hat onsomething.
Right?If you don't stand for something,
(25:01):
you'll fall for anything.
So stand for something in your
business.
Like who is it?
Who are you serving?So I wanted to point that out.
And a byproduct of this, a massivebyproduct, a massive bonus of you
doing this is you'reindoctrinating people.
So the more you're.
You're talking like very, very
specific who you're talking towith the problems.
(25:23):
By the time you get on any sort ofphone call with anyone, you've
indoctrinated them enough wherethey might even know what you're
going to say.
Your trust levels are like nine
out of 10.
They just want to see if you're a
real person.
They want to see if you're the
person that they're watching onsocial.
They want to make sure you're notlike pretending.
(25:44):
But you've got a massiveadvantage.
And so if you're out therescrambling right now, banging your
head against the wall, becauseyou're losing deals to the bank.
And we know that people work withwho they love, like and trust.
And you're not building trust upthrough social and you're trying
to do it through a half hourdiscovery call.
And because they sent you somedocuments, and you pulled their
(26:07):
credit that you're there andyou're good.
And like, that's how you're goingto run your business right now.
And that's what you're hangingyour hat on.
And you're good.
You answer the phone when they
call.
And you're thinking like, that's
the thing.
I'm telling you, you might as well
hang it up.
Just hang it up.
(26:28):
Go build the thing.
The thing is social.
It's brand.
It's your brand.
What is your brand?Right?
I think pretty obvious what mybrand is.
Ryan Wiley, what do you do?I coach mortgage agents.
I have a mortgage team.
I mentor my own agents, coach
them, dumb for you tools.
And I have strategy hub and I
coach people in there.
(26:48):
That's why I don't do anything
else.
Like it's very obvious what I do,
but it's all I talk about.
And am I ever going to stop?
No, I'm just going to keep talkingabout it.
So guess what?You're never confused.
A lot of you are confusing people.
And then you're wondering why no
one's coming to the restaurant.
(27:09):
You haven't built up enough trust.
And then all the pieces of thepuzzle are interconnected.
Your discovery calls are wayharder because you haven't
indoctrinated them from social andthen watching your videos and
seeing and you haven't hit themenough through email to see the
things through there.
And so how are they supposed to
know you?And then you're cramming in all
this pressure and stress andexpectations into a 30 -minute
(27:32):
discovery call.
And it's why a lot of you have a
much longer discovery call.
And because in your head, you feel
you have to, and that justifieswhy they should work with you.
Because you don't have the brand.
So you're trying to play catch up.
Right?There's not one of these things
that's going to make you wineverywhere.
It's like all the pieces, you haveto have them all.
(27:54):
But it all branches off of socialmedia and your brand.
It does.
There's no way around it.
There's no way around it.
Put your head in the sand as much
as you want.
Hide from it for as long as you
want.
You're just hurting you and your
family long term because you don'twant to go figure it out.
(28:15):
If you don't know what to do, golearn.
If you've already learned, go dothe thing.
If you're doing the thing, do moreof the thing.
Like that's your world.
It's right there.
If you don't know, if you're like,Ryan, but I don't understand
social, go learn.
At your fingertips is information
(28:35):
like we've never had before.
Go learn, right?
Back in the day, you're like, goto the library, encyclopedia.
It's like, fuck.
Like, go talk to people.
Like, don't.
I saw someone, they're like, hey,
how are mortgages compounded?How does RBC compound?
Don't go post that in a Facebookgroup.
Go to ChatGPT and go, hey.
I did it.
And it comes out.
Yeah.
Semi -annual fixed rate.
(28:55):
Are you a hundred percent sure?
A hundred percent.
It's the law.
It's the law.
Fixed rate merges are compounded
semi -annual.
No other answer.
Okay.
But you're, you're still living in
a world five years ago whereyou're like, Oh, I'm going to post
in a Facebook group.
I'm going to ask that they, we
(29:16):
have information all around us,like right like that.
Boom.
So there's no excuse.
why you can't go do the thing.
The only excuse is you didn't want
to go figure it out.
So then you tell yourself, it
doesn't work.
I'm not going to do it.
You put your head in the sand andthen you go and you work on
tweaking something in yourbusiness that doesn't put money in
(29:39):
your bank account, right?And then you come up with excuses
for the people who are counting onyou to why there's no money in the
bank account is because, hey, thething, there's always a thing.
Like, yeah, I just, right?And then you've got other people
waking up at 5 .30 and crushingstuff by nine to do a week's worth
of work that you've done.
(30:01):
So those discovery calls get much
easier when people have alreadyconsumed 10 of your reels and
receive four emails from you andenter whatever here.
discovery calls get much easierwhen people have already consumed
10 of your reels and receive fouremails from you whatever here.
You're omnipresent.
You're in different spots all the
time.
I promise you.
And so you're not just... hurtingyourself from my branding and
(30:21):
social media and lead generationstandpoint by not doing social,
I'm going to start driving outbecause I have to get to a Team
Wiley 6 .30 a .m.
meeting daily check -in call.
So if you're listening to this onTeam Wiley, I'm coming.
I'm coming.
(30:42):
Starts in 10 minutes.
You're hurting other areas of yourbusiness.
Like you're putting so muchpressure on that discovery call.
Like a lot of you are startingcold with people.
So how'd you hear about me?Oh, referral.
Cool.
What'd they say about me?
Awesome.
I start discovery calls.
They're like, yeah, yeah.
I know all your stuff.
(31:04):
I'm like, how, like, how'd youcome into my world?
Oh yeah.
I've been watching Instagram for
like a year and this and you, andI go, what's resonating with you?
Oh yeah.
It's this, this, this.
Oh yeah.
Cool.
All right.
They're like, yeah, I'm in.
Like, what are we doing?Like, what's the cost?
Like, what are we doing?I have a couple of questions, but
(31:27):
what are we doing?Because you just built up so much
trust because you're showingpeople what you do.
And you're showing them how yousolve problems.
And it's resonating with them andtheir problems.
And your avatars will come to you.
Right?
This is the puzzle.
This is the game.
The podcast.
The mortgage game.
This is the mortgage game.
I'm laying it out for you.
So if three years from now, threeyears from now, your AI should be
in your business at some pointright now.
(31:47):
You should be using that.
somewhere in your business.
And social media, if you're notthere, then I honestly don't know
what to tell you.
It's like you're building a
business as if it's 2020.
And the world, as we know, it is
moving so fast.
And so if your business model is
(32:08):
go make a list of realtors, callthem, get them in a Zoom meeting,
present them with your value ads.
If you can see me right now, I'm
punching the air.
as I drive your value ads and then
follow up or not and then go, soBob, it's Monday.
You got any deals for me?And like, hey, yeah.
And then tell yourself, oh, Bob'snot busy.
The market's down.
So I guess my business is down and
you're relying on these referralpartners to feed your family,
(32:30):
which is just crazy town.
Crazy town that you're putting.
You know, your family's livelihoodin the hands of people who really
don't even know you that well.
And then go direct to consumer.
And the only way to do that isthrough social.
So go direct to consumer and gobuild the brand.
And guess what?If you go build the brand,
referral partners are actuallygoing to come.
(32:51):
They're going to come to you.
It's going to actually do that
heavy lifting for you.
But if that's your model is to
make a list and cold call and givethem value ads and a Zoom call or
sit down for coffee, this is stuffthat I coached years ago, 100%.
Um, now I would just laugh and go,what are you doing?
That is the biggest waste of time.
That time is better suited to
building your brand and contentand dialing in with your avatar.
And then the partners will comeand guess what?
(33:12):
They're going to come in.
It's going to be a different
conversation when they reach outor you go open them later on
because they've consumed yourcontent.
Ah, now they know who you are.
They're like.
your energy they like personalitythey like how you deliver things
they like like it's different thanyou just call and going hey my
(33:34):
name's ryan i'm a mortgage brokerin the area and i was just
wondering if uh um oh you alreadywork for someone yeah well i have
this referral loop where if yourefer i have a communication
commitment and i used to coachthis stuff so i'm making fun of
myself too right I have thiscommunication camera where I'm
going to get back to you the sameday.
(33:54):
And like, that's cool.
Talk about that later on.
But if that's what you're leadingwith to get the date, you're not
going to get any dates.
I'm just telling you.
Right.
Go work on yourself.
Go to the gym.
Go get your spiritual energy up.
Go eat healthy.
Go do that.
And then guess what?People are going to go.
(34:16):
Look at this person.
Look at them looking good.
Look at them taking care ofthemselves.
Look at them walking straight outwith confidence.
Look at them with a pep in theirstep.
I'm going to go reach out to thatperson.
Right?That's how you do it.
Okay?That's it, kids.
Just because I got to go.
(34:36):
I got to go.
And this podcast was long.
So hopefully you got something
from that.
That's it.
Peace out till next week.
I don't know.
All right.
Love you guys.
Bye.
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