June 19, 2025 • 31 mins
In this episode, I share the exact steps you need to do to turn your social media content into booked calls, including the tools needed to succeed.
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Transcript
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, welcome to the Mortgage
Game Podcast.
West Coast Wiley in the house.
West Coast and whiteboard Wiley inthe house.
I've been going hard on thewhiteboards lately.
Yeah, just I like it.
There's something about drawing it
(00:50):
out.
I like it.
And I've got the digital one, butI like doing the physical one.
So just Father's Day came up and Igot this big box of markers.
And I was like, oh, there'sFather's Day gift.
That's my version of socks andunderwear is pens for the
whiteboard.
for the whiteboard.
Okay, so I just completed a three-day boot camp.
Me and Jason Henneberry did aroundemail marketing.
(01:11):
And we had, I don't know, 250,280, somewhere like that sign up.
About 150 people show up each day.
So there's a lot of really good
takeaways from that.
And I'm going to talk today.
We're going to talk about emailmarketing and we're going to talk
about many chat.
We're going to talk about what
(01:32):
that means for your social media.
And there's so many brokers
sleeping on so many little areasin your business that can have
this big impact.
And I want to bring that to the
forefront.
And so email marketing, you've
heard me beat this drum for a longtime, many years.
It's just I don't know what thedisconnect is.
And it's like you can lead a horseto water.
(01:57):
Mortgage brokers are falling.
They're sleepy with their email
marketing.
You are.
And you're just missing out ontens if not hundreds of thousands
of dollars.
And it just baffles me that you're
not locking yourself in a room fora day and figuring this shit out.
Instead, you continue to go, hey,I'm going to try and get people
who don't know me.
to send me deals.
(02:18):
I'm going to try and introducemyself to new referral partners
who don't know me.
You've got like, well, meanwhile,
you've got hundreds, if notthousands of email addresses
sitting there that the reason yourcurrent email marketing isn't
working is your list is never warmenough because you're not emailing
them enough.
And so you're putting so much
pressure on the one email you senda month that maybe your brokerage
(02:40):
gives you or you just come upwith.
And you're putting so much andyou're like, it doesn't work.
I promise you, if you are emailingyour list once a week and you're
hitting them with value, value,value, ask, value, value, value,
ask.
And value could be, hey, here's
three myths about the mortgageindustry or about getting a
mortgage that I want to dispel.
And one is, hey, you can still get
(03:01):
a mortgage on mat leave.
Hey, you can still get a mortgage
having tax arrears without taxesfiled.
Hey, you can get them like, seewhere we're going, that's value.
And then the next one is, hey, Iwant to show you.
how we helped this one client gofrom qualifying for $800 ,000 to a
$1 .1 million home.
And what we did was we used the
Purchase Plus Improvement and webuilt in a basement suite with
$100 ,000 Purchase Plus for a homerenovation loan program we have.
(03:24):
I like to use that name instead.
And by doing that, they were able
to use the income from that newsuite that was going to come in.
six months and add that to ourincome on the file and qualify for
more.
And that's how we did that.
So that's the value.
And then the ask ones, which
happen one out of every four, theask ones are like, do you have a
(03:45):
renewal coming up?Do you know anyone has a renewal
coming up?Don't sign the letter the bank
gave you.
Let me give you a free second
opinion, 15 minute second opinion,no strings attached.
Hey, I just launched a mortgagerelief program.
We look at your finances, 360 ofyour finances, money in, money
out.
We track it all.
I went for opportunity to save youmoney.
The last family helped save $620 amonth.
That's just a debt console, right?And these are where your asks come
in.
And so if you're sending out one
(04:07):
email every month and your ask,which a lot of you don't even have
this figured out, but let's sayyou did, your ask is every three
months, every four months, sorry,you ask something.
Well, you need to hope they...
It makes it into their inbox,
doesn't go into spam.
You need to hope your subject line
is good enough to make some open.
You need to hope that whatever
(04:28):
you're talking about resonateswith them in the moment for them
because timing is everything inlife.
You need to hope that they clickthe call to action.
You need to hope they do all thisbefore getting distracted with
something else during that twominute journey.
So you're putting so much pressureon the one email you're sending
and you could send the mostperfect email, but if you're
sending it once a month, you'rescrewed.
(04:48):
You're leaving a lot of money onthe table.
And then instead, you go and youspend the energy prospecting other
people who don't know you, wherethe inbox is never going away.
Remember, you own the email list.
No one can take that away from
you.
It's yours.
That's an asset for you.
All the other things in life,
people can take away.
The algorithms can change.
You own the email list.
(05:09):
Eventually, at some point, you're
just going to have to believe.
Believe me.
And if you don't, that's cool.
Keep on pushing a rock up a hill.
I'm trying to help you get therock to the top.
And then just the rock comes down.
It's coming down.
You can't stop it.
And that's where you get when your
email list is warmed up.
(05:29):
And so we email 70 times a year.
We'll email the database.
Yeah, 70.
And we should probably do it alittle more.
And so here's the rationale.
On social, people get access to
you instantly.
And they get to hear and see.
And whenever they click in, theyget to watch.
And they get to watch more.
And so you can't kill me the
argument is because the math justdoesn't back it up that, oh, I
don't want to bother them.
(05:52):
Oh, too many emails.
I hate getting emails.
Well, that's you.
Stop putting what your preferenceis in front of other people.
Oh, I don't like being on phonecalls.
Okay, well, other people mightlove being on the phone.
So don't like cut that off out ofwhy you're not doing it because
you don't like it.
Because other people, I did this
once recently, just on my ownteam.
I'm sitting there and like, peoplelove checklists.
I'm not a checklist guy.
I've heard for years people, oh,
(06:13):
it's therapeutic.
Can I check it?
It feels like I'm getting shitdone.
And I'm like, okay, cool.
So we like half -assed a checklist
for our team.
And then someone came in with a
more robust one and they're like,oh, and then people like stuck to
the checklist.
We did a hundred day social
challenge where they did a hundredvideos in a row.
We had people stick to it becausethey wanted to click the checkbox.
(06:34):
So then we came up with our non-negotiable checkbox and it's
like, and then people stuck tothat.
And all of a sudden their businessis doubling in six months because
they stick to the checklist.
And I'm like, Oh my God, that was
my own thing.
I was telling myself, I don't like
checkboxes.
I don't do that.
So I might as well think that wayfor everyone else.
It's the same concept.
Just because you don't want to get
emails from people every weekdoesn't mean other people wouldn't
(06:55):
benefit from it.
And timing is everything in life.
So even in that perfect example Igave you where you write the
perfect email and you spend allthis time and you're like, this is
glorious.
And you get it there.
That person might not.
might not be relevant to them, but
it might be in five weeks becausethey lost their job or their kid
needs money for something, orthey've decided they're finally
going to do the basement renobecause they're tired of that
(07:15):
unusable space and they want tokick the kids down there so they
can free up space upstairs for theparents.
Shit like that.
But if you're relying on getting
them every time there, yet onsocial, they can get instant
access to you all the time andpeople will consume all your
content.
But we're like, we throttle back
the emails.
We're like, oh, no, no, no, no,
no, no. No, no, no, no. I can'tgive them all.
(07:38):
But shit, I'll go on social andI'll do my post a week or my post
a day or my story.
I'll pummel you here.
But over here, I'm not going to.
God, no. Like, think about that.
Say that out loud.
Like, why?
Why?I want to shake you.
I want to just grab you and go,why?
Doesn't make sense.
I see it all the time.
I see so much money being left onthe table.
This is why we do it for you on myteam.
(07:59):
Gone are the days where we'regoing to coach you how to write
emails.
Gone are the days we're going to
coach you how to build yourcampaigns.
Gone are the days we're going totell you how to automate
everything ongoing, all your emailaddresses in your world.
Gone are the days we're going to,like, we just fucking do it for
you.
Because I'm like, at least this
way it gets done.
And if you make money, we make
money.
And that's how we're running our
(08:20):
business, right?We're all here to make money.
And so that's one of those pieces.
And so I just wanted to share that
because we had the bootcamp and wewent through it and we shared.
how to do this, what to say, howto say it, how to connect it all.
But I already know, I just knowfrom doing this now, 5 % of the
people are going to run with it.
And the other 95 are going to talk
themselves out.
And they're already on to the next
thing.
They're on to the next shiny
(08:40):
thing, whatever that is.
When in all reality, before we get
to this podcast is brought to youby Americana.
You're actually going to have tolike, I'm going to take my headset
off and take off my sweatshirt.
I'm sweating here.
I'm at the beach.
It's hot.
I got a hot coffee.
The sun's blaring on me. 830 in
the morning.
Yeah, it's an undressing podcast.
So one second.
All right, that's better.
And so I'm at the beach here, andit's 8 .30 in the morning, and
there are three seniors doingpaddleboarding out there, which is
(09:00):
awesome.
That's why I love Kelowna, because
of that outdoor environment.
And then there's this one guy
pulled up beside me, this old guy,and he's pumping up the
paddleboard you're standing on.
And he's pumping up, and the guy
takes a shirt.
He's just ripped, and he's got to
be 65, 70.
I'm like, Jesus, buddy, good for
you.
I'm always like, good for you
guys.
Like you're doing it right.
And then you see other seniors andthey can't even walk.
(09:24):
But that's why we love Kelownabecause it's so outdoor focused
and senior community here is live.
That's not why.
I'm going to stop rambling andtalk about naked seniors here.
Okay, so let's get back to it.
And so all that pressure you're
putting on your email, it's... youknow it's one of those things so
we can lead a horse to water and ialready know five percent of those
(09:44):
people are actually going to do itand then they're on the next shiny
thing but here's the point iwanted to make the point is this
email isn't a shiny thing it's afoundational piece in your
business it is and so like i knowdlc's built this gold rush thing
and cool good on them because yeahthey're charging for it which bad
on them um like Just add it intoyour suite of things you do at no
(10:06):
cost, but they're going to chargeand whatever they get to choose
what they do.
And it's still not perfect because
it's like it's all it's goingafter renewals and blah, blah,
blah.
But like only so many people have
figured this out.
And there's a reason digital
marketers make millions of dollarsselling things to people, high
ticket things, low ticket things.
It's the list.
It's the email list.
It is one of the most valuable
assets in your business.
You're not treating it as such.
(10:28):
You're so consumed with gettingout onto the next thing.
You forgot to like lay thefoundation in the business, right?
You're picking out the roof likeshingles and the hardwood floors
in the house.
And you said, fuck it to the
foundation.
Like, we'll just hope whatever's
there.
No, no, go in and get that
foundation built.
Make sure it's waterproof.
Spend the extra money therebecause it'll save you money and
make you money for years.
(10:48):
It's the same thing with your
email.
A lot of you just need to shut
down what you're doing and spend aday to figure it out.
So now let's say you have this.
And this is why I'm a big
proponent of getting emailaddresses left, right and center
everywhere you turn.
(11:08):
Because when you have a machine
built behind the scenes, you getto drop it in the machine.
And then it spits out book callswhile you sleep.
And every day of the week, youstart having emails go out.
And every day of the week, youstart having ask emails go out,
asking people if they need help.
Whereas you don't in your current
(11:29):
setup.
Whereas I do.
Even right now, I get book callswhile I sleep with my current.
And I'm not like, it's the sameconcept.
I'm marketing mortgage brokersinstead of end consumers.
But I market to my listreligiously.
And I warm it up and add a lot ofvalue in there.
And so, but then that's why I getbook calls.
And so I build up a lot of trustwith people.
(11:49):
So when I have something to go,hey, do you want help on this or
that?Do you want to join this?
They're like, okay, yeah.
Without the email list.
That's a lot harder to do.
So I've never been able to wrap my
head around word brokers notgetting that dialed in before they
go do anything else.
Like if you're just focused on
marketing, you're like, I want towork on my marketing plan.
(12:09):
First, I'd like to see yourmarketing plan.
I know most brokers don't have amarketing plan, but email has to
be like at the top of the list.
Get that dialed in and put a
process in place to get it figuredout.
And what's that saying?You rise to your goals, but you
fall to your systems, likewhatever that saying is right
here, right?You might want to do all this, all
the great intentions, but you'realways going to fall to the level
(12:29):
of your systems.
So if you don't have a process and
a system laid out to get youremail machine pumping and you
don't stick to it, like you'rejust, you're always going to have
these dreams of emailing peopleand you just keep leaving money on
the table, which, okay, good foryou.
I don't know.
Like, do you not want money?
Like you're leaving so much moneyon the table and it's a long -term
(12:50):
play.
Well, you have to warm up the
list, right?But it takes a lot less time than
you think.
And so also, if you're going to go
build your list, you have two,there's list management.
Now you're, if you're treatingyour email list like an asset, you
need to treat it as such.
If your car is an asset, you have
a classic car and it's an asset.
(13:10):
Well, you treat it as such.
You pick out the right vehicle.
get the right options you want on
it.
But then after you have to
maintain the vehicle to keep itthis classic thing.
So it's the same concept here.
So when you're going and building
your email list, you should begoing into your Hotmail, your
Live, your Gmail, your Outlook,your any personal, any business,
any past career emails.
Go and get all the email addresses
possible.
(13:31):
And you drop it in the machine.
So you understand it if you have amachine.
If you have the machine built andyou know it spits out book calls.
You're way more likely to go dothat.
But you're going to have to trustme and just go do that.
Drop it and build your list andthen build the machine around it.
Ongoing, what do you do?Well, quite simple.
There's only so many ways you getemail addresses fed to you.
(13:52):
We have automation built aroundall this, so you don't have to do
anything.
But this is what you do.
You have your calendar software.
So if someone books a call, an
email goes in there.
Well, you're going to zap that to
your master list, which is thengoing to trigger into your drip
campaign.
You're building a drip campaign
here, by the way.
All those emails, you're stacking
them on top of each other.
(14:14):
So an email you make today,
someone comes into your world sixmonths from now, they get that
email.
So all your emails have to be
evergreen.
Okay, that's a key piece.
Can't be, hey, Merry Christmas.
Can't be that.
You can go in and remove emailsfrom your drip campaign, but you
need a drip campaign.
That never ends, right?
Our drip campaign right now forour team is we're at, I think,
(14:35):
email number 30, right?So we have 30 weeks of emails in
there because we're just a newerteam.
We just get started.
But we will have, there will be
hundreds of emails.
There'll be years of email in that
drip campaign that are allrelevant.
So if someone comes into yourworld two and a half years from
now, guess what?They start getting nurtured,
value, value, value, ask, value,value, value, ask forever until
they unsubscribe, which whatever.
(14:56):
People unsubscribe, that's cool,
but you're not my people.
Get out of here.
On to the next, right?So after you need to automate
where all the emails come frombecause people will come into your
world with emails.
So you've got, let's say,
Calendly.
You zap that in, you zap your, you
zap it in right into your masterlist, which should trigger your
drip campaign.
Someone fills out an application
on Finmo, let's say, Boro 1, Boro2.
Boro 2 wasn't on the call ordidn't put their email address to
(15:18):
book the call.
So you don't have their email.
All of a sudden you got their infothere, you zap that over.
Okay, if you run any webinars, youzap that in.
If you get emails from businesscards.
Facebook Messenger, Instagram,whatever.
You get a random email.
Have a Google Doc set up,
bookmarked on your screen.
So anytime you get an email
address, first name, last name,email, you can go and drop it on
that Google Doc.
And you can set up a Zapier to zap
(15:39):
it from there to your master listor into your drip campaign.
Right?So now, no matter what angle
someone comes at you from, bookinga call, you can also set up
anytime you... send an emailthrough Google contacts.
So let's just say your realtorintroduces you to a client and
they go, hey, Ryan, I want you tomeet Tom and Sally and they're
CC'd on this email.
(15:59):
I'll let you guys take it from
here.
You respond back.
Sounds great, Tom and Sally.
Love to meet you.
Here's a link to my calendar, booka call, direct access to my
calendar.
Can't wait to chat.
And you got your video in thereand your five -star reviews in
there and you got a link to yourcalendar and you have to do it all
within one hour.
They get that.
(16:19):
Now that turns into, you can havethat turn into a Google contact
because you sent them an email.
You can have that into a Google
contact and you can have a Zapiersetup so that Google contact takes
it from there right into themaster list and drops them in the
(16:40):
drip.
So if Tom and Sally never book a
call, they still get marketed to.
Boom.
So all this is set up.
So once you've got this all done,
then all you have to do is writethe emails and piece it in the
drip with your call to action.
But you've got...
You've got your initial dump ofall email addresses in your world
up front.
(17:01):
And then you've got ongoing all
the automation set up.
Like this is 101 stuff.
It might sound like 401 stuff.
It's 101.
It's marketing 101.
And this is the stuff I love.
And this is where my head goes.
And this is where I add a ton of
value.
Because this is where you get
maximum leverage.
Guess what?
I write one email.
Thousands of people are going to
get to see it for years.
Much like I make one piece of
content, it sits there and becomespart of the brand and people get
(17:23):
to see it and get indoctrinated byit and see it for years.
The same thing, you get leverage.
This is one of those leverage
points in your business that youcan pull off.
And so that's the email marketingmachine.
Now, let's say you're out makingcontent.
I'm going to take another pausehere.
This podcast brought to you byAmericana.
And it's getting really hot inhere.
I'm going to have to, I don't knowwhat I'm going to do, switch seats
here.
(17:43):
I'm actually going to do that.
I'm going to switch over to thepassenger side.
Oh, that's better.
Different angle over here.
That's cool.
So now you've got social media.
So from social media, a lot of youare making all these posts, which
are great.
And then you get some people
commenting or something.
But I'm going to map out how you
(18:05):
can make your social and turn itinto book calls.
Okay, so you're going to use asoftware called ManyChat.
You can use it Facebook,Instagram.
TikTok's testing it on personalaccounts right now.
It's in beta.
Right now you can use it on
business accounts with TikTok.
And so essentially you do this.
Here's the idea.
You make a niche post.
It has to be niche.
You can't just, hey, if you want
to make a general post, go ahead.
(18:26):
I think you're wasting your time.
I think we're launching a 30 -daychallenge.
It's a 30 -day sprint, and it'sgoing to be 30 days, a video a
day, geared only towards youravatar, and you have to use
ManyChat.
And so this is what I'll walk you
through that looks like.
Let's say your niche is BFS.
70 % of your content, marketingcontent should be geared towards
your avatar.
The person you want to serve.
You're going to work on otherfiles.
(18:48):
You're going to work on new toCanada or not.
First time homebuyers, rentals,whatever.
But your marketing energy needs tospeak to one person over and over
and over again.
The person you want six book calls
with on a Monday.
right?
That you're excited to take thecall.
This is a big fail on mostbrokers.
You're trying, you're on wide withyour stuff.
You're trying to talk to everybodyand you talk to no one.
(19:08):
Imagine if you had 30 straightdays of videos going towards your
avatar.
Let's say the avatar is, I'm going
to pick people who own a home, whohave equity, who, and are
employed, who want increasedcashflow or to be mortgage -free
faster.
That's my avatar.
That would be my avatar if Ibrokered, right?
It's a refi.
No COFs, no referral partners, no
middleman, quicker money in thebank, less moving parts.
And I'm not up against the bankand retargeting when they're
Googling mortgage ads and all thisstuff because it's not a purchase.
(19:30):
I'm coming to them with asituation and we can restructure
their debt that they didn't thinkwas possible or they just didn't
think of because the dum -dums atthe bank or their other mortgage
broker never presented it.
So I'm coming to them with that
solution.
Okay, whatever that could be.
That could be.
We won't get into that.
We all have different afters.
(19:51):
It could be DFS.
It could be first time home buyer.
It could be reverse mortgages.
It could be, you know, you nameit.
It could be B clients.
It could be private clients.
It could be whatever.
We're going to make this content.
So I'm going to make a piece ofcontent.
It's going to be 60 to 90 seconds.
I'm going to post on Instagram.
It's going to be, I'm just goingto show green screen.
(20:12):
I'm going to show clients.
We're here working two jobs,
grinding away, not getting ahead.
They had 28 years left on their
mortgage.
They had some unsecured debt, high
interest debt.
They didn't really know how they
were going to get far ahead.
Cash flow was tight.
They're missing out on familyvacations.
Little Johnny couldn't play rephockey and just, they felt like
they were working for nothing.
(20:33):
And PS, there's a lot of people,
especially in Ontario, the GTAthat are on that hamster wheel.
It's a big reason why we left.
It just, it was keeping up with
the Joneses and everyone's workingto live.
Like, it's just crazy.
It's like, they're just grinding
away and they think it's normal.
That's sidebar.
That's why we left.
And so let's say that's a piece of
content and you're showing things.
You're like, cool.
(20:53):
You're like, hey, I've got achecklist showing how you could do
this.
And I've got a case study I want
to show you.
I want to map out how we help this
family.
And I'll get really into the weeds
on it and show you exactly what wedid.
If you're interested in that,comment cash flow, right?
So they're going to comment cashflow.
Now, as soon as they do that,ManyChat, which is going to be
hooked up to your account, isgoing to kick it.
And it's going to acknowledgethat.
It's going to give like a fistbump or like a, hey, sounds good.
(21:14):
You get to put in what you want,three, four different options.
It can respond back and cyclethrough different responses,
right?So it's not just the same response
to everyone.
They'll be like, check your DMs.
That's awesome.
In their DMs, main chat's going to
go back and go, hey, I want tosend you this case study with the
checklist.
I need your email address.
And then they're going to, that'sthe trade -off, right?
(21:35):
That's the transaction.
They're going to give you, and if
they don't give you the emailaddress, they're not real people.
They were going to waste your timeno matter what.
So they give you the emailaddress.
And now all of a sudden, they getthe lead magnet.
They get the case study with thechecklist, whatever that was.
Those are super easy to build.
(21:56):
They get that.
It could just be on a Google Doc.
It doesn't have to be something
fancy.
This fancy PDF doesn't have to be.
It can be if you want.
I'm a simple guy.
I do simple things.
You don't need to do that.
I want to do 7 out of 10 stuffeverywhere.
And so that's a 7 out of 10 leadmagnet.
So we give it to them.
And all of a sudden, now I have
(22:19):
their email address.
And so their email.
Now it gets zapped into my masterlist, which gets dropped into the
email marketing machine.
And that's how I turn people from
social into, I'm not makingcontent to get people right now.
I'm making it to get them at somepoint.
But now I'm going to get them.
I'm going to nurture them with my
email marketing.
I'm going to get them maybe seven
months, maybe two years, maybe ina month.
Who knows?Maybe timing is everything and
they need the thing.
(22:39):
But it also does this.
Having the mini chat also putsthis engagement on your account on
that post.
It tells Instagram that, oh,
people are interested in this andthere's back and forth.
So it helps with the algorithm.
It also starts a DM conversation.
So now I have a conversation in myDMs with this person where they
might come back and I can comeback after and go, hey, what did
you think about the lead magnet?And I can actually have that
automated.
I can have it.
(23:00):
Hey, just checking in.
Did you have thoughts or questions
on that?What I sent you?
Did you have a chance to look atit?
I can automate that too.
So I gave you the very basic
version.
You can also have ManyChat come
in.
And before it asks for the email,
it says, hey, make sure you followme.
And then the only way they canmove forward is if they follow
you.
They click a button and follow
you.
Otherwise, they don't even get
prompted to get the email.
(23:21):
So you'll get more followers that
way, but you'll get less peoplegetting in the email, which is
cool.
Not cool.
Who knows?You can also use it to qualify
people with, hey, are you inOntario?
Hey, are you in BC?Hey, do you own a home?
And they only get access to thething.
If they answer those questionscorrect, you can build logic into
it.
So you can get as crazy as you
(23:42):
want with it or as simple as youwant.
And so that's how you build anautomated machine.
And then another thing at thefront end, they said the code
word.
What if they spell the code word
wrong?Instead of cash flow, it's like
cash flow with two O's.
you have two ways you can address
that.
You either go in inside ManyChat
and you type in all themisspelling ways.
So if they do any of these codewords, or you can keep it super
(24:04):
easy, which is what I'm going todo, and just go, if you comment on
this post, you get the thing.
I'm going to reach out and offer
the thing.
So now if someone just says, great
post, it's going to be like, cool,check your DMs.
And then it's going to be, hey, doyou want the thing?
So I'm just going to blanketeverybody and not wait for code
words to come in.
And so you can hook us up to that
post.
So anytime if someone's watching
that post six months from now andthey comment on it, boom, it's
(24:27):
going to trigger that.
So I'm going to go make these
posts of these asks or ask peopleif they want the thing.
This isn't in every post you makebecause you'll just exhaust
fatigue out your audience.
It's like a one out of every four
or five.
You're going to roll, which is why
you need to make content orcontent so that you can actually
put an ask post in once a week.
which helps feed the email
marketing machine, right?I'm going to put that in and I'm
going to have three, fourdifferent lead magnets and I'm
(24:49):
just going to offer up differentthings.
And as they comment, Maychats isgoing to do all the work for me.
And then my time could be sentfollowing up with people who seem
really interested.
And then what do you do from there
to get those people into if theyqualify for not?
That's a whole different podcast,whole different conversation.
But I just want to outline thisfor you.
All these pieces areinterconnected and you can
automate it all, right?Any email address that come into
my world gets dropped in themachine.
(25:10):
The machine goes out, never stops.
I go make the content.
Now I have a purpose for makingthe content because I want to get
people offline into my world.
See where I'm going here?
And then you're building up anasset that you own no one can take
away from you.
And that's your email list.
So I wanted to share this with youbecause too many of you, I don't
know if it's because you'refucking lazy.
I don't know if it's because youjust think it's hard and so you
(25:32):
don't do it.
I don't know if you do.
This is something you need tofigure out.
We all have these skill sets weneed to figure out now.
You need to be a marketer first,mortgage broker second.
If you think like that, you willmake more money.
And so your skill set should befigure out my email marketing
machine.
Figure out how to be comfortable
on camera.
Figure out how to post on social.
(25:52):
Figure out how to say, get mypoint across in the least amount
of words.
Because while you string out your
stories, hey, I'm going to getinto the thing where I I talked to
you about this client that Ihelped.
And so these clients came to mefrom, yeah, no one cares.
No one cares.
Get into the fucking thing, right?
No one's sitting there going, oh,well, now my day is complete
because now I know where the storyoriginated.
It came from, you got a lead fromJane, the realtor, who you've
(26:15):
known for 12, like, blah, next,they've already moved on.
But that's a skill set tounderstand, hey, in 45 seconds or
less, I'm going to show you how Ichange this client's life.
Let's get into it.
This client came to me and blah,
blah, blah.
This was their problem.
It's not the backstory.
No one wants the backstory.
But you don't know that becauseyou haven't thrown yourself in
that world to become a master atit.
(26:37):
So you just carry on banging yourhead against the wall, wondering
why your content's not working,wondering why you can't get leads
from it because you don't havethese other pieces or the skill.
So now you need to go learn theskill.
Learning reverse mortgages isn't askill.
That's just knowledge of stuffthat's on a sheet that you're just
putting in your brain.
Understanding how to be
comfortable on camera, thatbecomes repetition and doing
coaching and training on it.
Teach yourself off YouTube.
There's so many things.
(26:57):
How to say what you want to get
across in the least amount ofwords.
Put voice memo your stuff intochat GPT of what you were going to
say and then go, can you summarizethis for me in a tighter script
and take out the fluff, somethingthat would potentially go viral.
And it'll spit out and it'll cutout a bunch of stuff.
And you're like, oh, that's cool.
And you also get better at it, but
you don't know unless you do it.
(27:20):
So here's the mistake all you were
making is because you're postingonce or twice a week, you never
get there.
It's like you're going to the gym
once or twice a week and you'reexpecting this awesome body.
It's not going to work.
Or you eat healthy one or two days
a week and you're expecting theseawesome, it's not going to work.
The quicker you do things, themore reps you get in, the better
you are.
The faster you move, the better
(27:42):
you are.
The more you email your list, the
warmer they are, the better youare.
The more they see your face, themore you're top of mind, the more
content you put out, the betteryou get on camera, the more
comfortable you get on camera, themore confident you get on camera,
the more you understand how toquickly edit things with an
Instagram or the platform and nothave to pull it out into CapCut or
(28:03):
doing something else.
The more you can make a 15, 20
minute video and just get it out.
The more you can say what you want
to say in the least amount ofwords so you hold people's
attention.
the quicker you understand how to
put a hook at the front and notthe back because people decide in
two, three seconds if they'regoing to carry on and that's your
most important watch time.
(28:23):
And so these are those things that
you need to wrap your head around.
And if you choose not to, I just
say good luck.
Good luck.
If you've got a business alreadypercolating and you're just kind
of riding that out, sure, good foryou.
But I'm saying the 90 % of brokersout there, this is the new skill
set.
And I've been getting comfortable
on camera for many years.
I hated camera before.
(28:44):
But I started using video all thetime with my clients throughout
the client journey, right?Introducing myself to them, doing
my custom proposals, answering thequestions they emailed me instead
of jumping on 20 -minute phonecalls, closing day video,
explaining things on theirdocuments, where to sign videos,
just videos, videos, videos,thousands and thousands and
thousands of videos.
Saved my time and a huge wow
factor.
And so... you have to decide these
certain skill sets you can look atand go, it's hard, you stop and
you go the other way, or you canpush through and teach yourself,
(29:07):
much like you tell your kids todo.
So that's where my head goes,okay?
So I wanted to share this withyou, my thoughts on email
marketing and the mini chat andhow you would set that up.
It's easier than you think to doit.
It's just lock yourself in a roomand figure it out.
Or continue doing what you'redoing and wondering why it's not
working.
So that's it, kids.
Hope you got value from that.
Till next one.
Peace out.
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, welcome to the Mortgage
Game Podcast.
West Coast Wiley in the house.
West Coast and whiteboard Wiley inthe house.
I've been going hard on thewhiteboards lately.
Yeah, just I like it.
There's something about drawing it
(00:50):
out.
I like it.
And I've got the digital one, butI like doing the physical one.
So just Father's Day came up and Igot this big box of markers.
And I was like, oh, there'sFather's Day gift.
That's my version of socks andunderwear is pens for the
whiteboard.
for the whiteboard.
Okay, so I just completed a three-day boot camp.
Me and Jason Henneberry did aroundemail marketing.
(01:11):
And we had, I don't know, 250,280, somewhere like that sign up.
About 150 people show up each day.
So there's a lot of really good
takeaways from that.
And I'm going to talk today.
We're going to talk about emailmarketing and we're going to talk
about many chat.
We're going to talk about what
(01:32):
that means for your social media.
And there's so many brokers
sleeping on so many little areasin your business that can have
this big impact.
And I want to bring that to the
forefront.
And so email marketing, you've
heard me beat this drum for a longtime, many years.
It's just I don't know what thedisconnect is.
And it's like you can lead a horseto water.
(01:57):
Mortgage brokers are falling.
They're sleepy with their email
marketing.
You are.
And you're just missing out ontens if not hundreds of thousands
of dollars.
And it just baffles me that you're
not locking yourself in a room fora day and figuring this shit out.
Instead, you continue to go, hey,I'm going to try and get people
who don't know me.
to send me deals.
(02:18):
I'm going to try and introducemyself to new referral partners
who don't know me.
You've got like, well, meanwhile,
you've got hundreds, if notthousands of email addresses
sitting there that the reason yourcurrent email marketing isn't
working is your list is never warmenough because you're not emailing
them enough.
And so you're putting so much
pressure on the one email you senda month that maybe your brokerage
(02:40):
gives you or you just come upwith.
And you're putting so much andyou're like, it doesn't work.
I promise you, if you are emailingyour list once a week and you're
hitting them with value, value,value, ask, value, value, value,
ask.
And value could be, hey, here's
three myths about the mortgageindustry or about getting a
mortgage that I want to dispel.
And one is, hey, you can still get
(03:01):
a mortgage on mat leave.
Hey, you can still get a mortgage
having tax arrears without taxesfiled.
Hey, you can get them like, seewhere we're going, that's value.
And then the next one is, hey, Iwant to show you.
how we helped this one client gofrom qualifying for $800 ,000 to a
$1 .1 million home.
And what we did was we used the
Purchase Plus Improvement and webuilt in a basement suite with
$100 ,000 Purchase Plus for a homerenovation loan program we have.
(03:24):
I like to use that name instead.
And by doing that, they were able
to use the income from that newsuite that was going to come in.
six months and add that to ourincome on the file and qualify for
more.
And that's how we did that.
So that's the value.
And then the ask ones, which
happen one out of every four, theask ones are like, do you have a
(03:45):
renewal coming up?Do you know anyone has a renewal
coming up?Don't sign the letter the bank
gave you.
Let me give you a free second
opinion, 15 minute second opinion,no strings attached.
Hey, I just launched a mortgagerelief program.
We look at your finances, 360 ofyour finances, money in, money
out.
We track it all.
I went for opportunity to save youmoney.
The last family helped save $620 amonth.
That's just a debt console, right?And these are where your asks come
in.
And so if you're sending out one
(04:07):
email every month and your ask,which a lot of you don't even have
this figured out, but let's sayyou did, your ask is every three
months, every four months, sorry,you ask something.
Well, you need to hope they...
It makes it into their inbox,
doesn't go into spam.
You need to hope your subject line
is good enough to make some open.
You need to hope that whatever
(04:28):
you're talking about resonateswith them in the moment for them
because timing is everything inlife.
You need to hope that they clickthe call to action.
You need to hope they do all thisbefore getting distracted with
something else during that twominute journey.
So you're putting so much pressureon the one email you're sending
and you could send the mostperfect email, but if you're
sending it once a month, you'rescrewed.
(04:48):
You're leaving a lot of money onthe table.
And then instead, you go and youspend the energy prospecting other
people who don't know you, wherethe inbox is never going away.
Remember, you own the email list.
No one can take that away from
you.
It's yours.
That's an asset for you.
All the other things in life,
people can take away.
The algorithms can change.
You own the email list.
(05:09):
Eventually, at some point, you're
just going to have to believe.
Believe me.
And if you don't, that's cool.
Keep on pushing a rock up a hill.
I'm trying to help you get therock to the top.
And then just the rock comes down.
It's coming down.
You can't stop it.
And that's where you get when your
email list is warmed up.
(05:29):
And so we email 70 times a year.
We'll email the database.
Yeah, 70.
And we should probably do it alittle more.
And so here's the rationale.
On social, people get access to
you instantly.
And they get to hear and see.
And whenever they click in, theyget to watch.
And they get to watch more.
And so you can't kill me the
argument is because the math justdoesn't back it up that, oh, I
don't want to bother them.
(05:52):
Oh, too many emails.
I hate getting emails.
Well, that's you.
Stop putting what your preferenceis in front of other people.
Oh, I don't like being on phonecalls.
Okay, well, other people mightlove being on the phone.
So don't like cut that off out ofwhy you're not doing it because
you don't like it.
Because other people, I did this
once recently, just on my ownteam.
I'm sitting there and like, peoplelove checklists.
I'm not a checklist guy.
I've heard for years people, oh,
(06:13):
it's therapeutic.
Can I check it?
It feels like I'm getting shitdone.
And I'm like, okay, cool.
So we like half -assed a checklist
for our team.
And then someone came in with a
more robust one and they're like,oh, and then people like stuck to
the checklist.
We did a hundred day social
challenge where they did a hundredvideos in a row.
We had people stick to it becausethey wanted to click the checkbox.
(06:34):
So then we came up with our non-negotiable checkbox and it's
like, and then people stuck tothat.
And all of a sudden their businessis doubling in six months because
they stick to the checklist.
And I'm like, Oh my God, that was
my own thing.
I was telling myself, I don't like
checkboxes.
I don't do that.
So I might as well think that wayfor everyone else.
It's the same concept.
Just because you don't want to get
emails from people every weekdoesn't mean other people wouldn't
(06:55):
benefit from it.
And timing is everything in life.
So even in that perfect example Igave you where you write the
perfect email and you spend allthis time and you're like, this is
glorious.
And you get it there.
That person might not.
might not be relevant to them, but
it might be in five weeks becausethey lost their job or their kid
needs money for something, orthey've decided they're finally
going to do the basement renobecause they're tired of that
(07:15):
unusable space and they want tokick the kids down there so they
can free up space upstairs for theparents.
Shit like that.
But if you're relying on getting
them every time there, yet onsocial, they can get instant
access to you all the time andpeople will consume all your
content.
But we're like, we throttle back
the emails.
We're like, oh, no, no, no, no,
no, no. No, no, no, no. I can'tgive them all.
(07:38):
But shit, I'll go on social andI'll do my post a week or my post
a day or my story.
I'll pummel you here.
But over here, I'm not going to.
God, no. Like, think about that.
Say that out loud.
Like, why?
Why?I want to shake you.
I want to just grab you and go,why?
Doesn't make sense.
I see it all the time.
I see so much money being left onthe table.
This is why we do it for you on myteam.
(07:59):
Gone are the days where we'regoing to coach you how to write
emails.
Gone are the days we're going to
coach you how to build yourcampaigns.
Gone are the days we're going totell you how to automate
everything ongoing, all your emailaddresses in your world.
Gone are the days we're going to,like, we just fucking do it for
you.
Because I'm like, at least this
way it gets done.
And if you make money, we make
money.
And that's how we're running our
(08:20):
business, right?We're all here to make money.
And so that's one of those pieces.
And so I just wanted to share that
because we had the bootcamp and wewent through it and we shared.
how to do this, what to say, howto say it, how to connect it all.
But I already know, I just knowfrom doing this now, 5 % of the
people are going to run with it.
And the other 95 are going to talk
themselves out.
And they're already on to the next
thing.
They're on to the next shiny
(08:40):
thing, whatever that is.
When in all reality, before we get
to this podcast is brought to youby Americana.
You're actually going to have tolike, I'm going to take my headset
off and take off my sweatshirt.
I'm sweating here.
I'm at the beach.
It's hot.
I got a hot coffee.
The sun's blaring on me. 830 in
the morning.
Yeah, it's an undressing podcast.
So one second.
All right, that's better.
And so I'm at the beach here, andit's 8 .30 in the morning, and
there are three seniors doingpaddleboarding out there, which is
(09:00):
awesome.
That's why I love Kelowna, because
of that outdoor environment.
And then there's this one guy
pulled up beside me, this old guy,and he's pumping up the
paddleboard you're standing on.
And he's pumping up, and the guy
takes a shirt.
He's just ripped, and he's got to
be 65, 70.
I'm like, Jesus, buddy, good for
you.
I'm always like, good for you
guys.
Like you're doing it right.
And then you see other seniors andthey can't even walk.
(09:24):
But that's why we love Kelownabecause it's so outdoor focused
and senior community here is live.
That's not why.
I'm going to stop rambling andtalk about naked seniors here.
Okay, so let's get back to it.
And so all that pressure you're
putting on your email, it's... youknow it's one of those things so
we can lead a horse to water and ialready know five percent of those
(09:44):
people are actually going to do itand then they're on the next shiny
thing but here's the point iwanted to make the point is this
email isn't a shiny thing it's afoundational piece in your
business it is and so like i knowdlc's built this gold rush thing
and cool good on them because yeahthey're charging for it which bad
on them um like Just add it intoyour suite of things you do at no
(10:06):
cost, but they're going to chargeand whatever they get to choose
what they do.
And it's still not perfect because
it's like it's all it's goingafter renewals and blah, blah,
blah.
But like only so many people have
figured this out.
And there's a reason digital
marketers make millions of dollarsselling things to people, high
ticket things, low ticket things.
It's the list.
It's the email list.
It is one of the most valuable
assets in your business.
You're not treating it as such.
(10:28):
You're so consumed with gettingout onto the next thing.
You forgot to like lay thefoundation in the business, right?
You're picking out the roof likeshingles and the hardwood floors
in the house.
And you said, fuck it to the
foundation.
Like, we'll just hope whatever's
there.
No, no, go in and get that
foundation built.
Make sure it's waterproof.
Spend the extra money therebecause it'll save you money and
make you money for years.
(10:48):
It's the same thing with your
email.
A lot of you just need to shut
down what you're doing and spend aday to figure it out.
So now let's say you have this.
And this is why I'm a big
proponent of getting emailaddresses left, right and center
everywhere you turn.
(11:08):
Because when you have a machine
built behind the scenes, you getto drop it in the machine.
And then it spits out book callswhile you sleep.
And every day of the week, youstart having emails go out.
And every day of the week, youstart having ask emails go out,
asking people if they need help.
Whereas you don't in your current
(11:29):
setup.
Whereas I do.
Even right now, I get book callswhile I sleep with my current.
And I'm not like, it's the sameconcept.
I'm marketing mortgage brokersinstead of end consumers.
But I market to my listreligiously.
And I warm it up and add a lot ofvalue in there.
And so, but then that's why I getbook calls.
And so I build up a lot of trustwith people.
(11:49):
So when I have something to go,hey, do you want help on this or
that?Do you want to join this?
They're like, okay, yeah.
Without the email list.
That's a lot harder to do.
So I've never been able to wrap my
head around word brokers notgetting that dialed in before they
go do anything else.
Like if you're just focused on
marketing, you're like, I want towork on my marketing plan.
(12:09):
First, I'd like to see yourmarketing plan.
I know most brokers don't have amarketing plan, but email has to
be like at the top of the list.
Get that dialed in and put a
process in place to get it figuredout.
And what's that saying?You rise to your goals, but you
fall to your systems, likewhatever that saying is right
here, right?You might want to do all this, all
the great intentions, but you'realways going to fall to the level
(12:29):
of your systems.
So if you don't have a process and
a system laid out to get youremail machine pumping and you
don't stick to it, like you'rejust, you're always going to have
these dreams of emailing peopleand you just keep leaving money on
the table, which, okay, good foryou.
I don't know.
Like, do you not want money?
Like you're leaving so much moneyon the table and it's a long -term
(12:50):
play.
Well, you have to warm up the
list, right?But it takes a lot less time than
you think.
And so also, if you're going to go
build your list, you have two,there's list management.
Now you're, if you're treatingyour email list like an asset, you
need to treat it as such.
If your car is an asset, you have
a classic car and it's an asset.
(13:10):
Well, you treat it as such.
You pick out the right vehicle.
get the right options you want on
it.
But then after you have to
maintain the vehicle to keep itthis classic thing.
So it's the same concept here.
So when you're going and building
your email list, you should begoing into your Hotmail, your
Live, your Gmail, your Outlook,your any personal, any business,
any past career emails.
Go and get all the email addresses
possible.
(13:31):
And you drop it in the machine.
So you understand it if you have amachine.
If you have the machine built andyou know it spits out book calls.
You're way more likely to go dothat.
But you're going to have to trustme and just go do that.
Drop it and build your list andthen build the machine around it.
Ongoing, what do you do?Well, quite simple.
There's only so many ways you getemail addresses fed to you.
(13:52):
We have automation built aroundall this, so you don't have to do
anything.
But this is what you do.
You have your calendar software.
So if someone books a call, an
email goes in there.
Well, you're going to zap that to
your master list, which is thengoing to trigger into your drip
campaign.
You're building a drip campaign
here, by the way.
All those emails, you're stacking
them on top of each other.
(14:14):
So an email you make today,
someone comes into your world sixmonths from now, they get that
email.
So all your emails have to be
evergreen.
Okay, that's a key piece.
Can't be, hey, Merry Christmas.
Can't be that.
You can go in and remove emailsfrom your drip campaign, but you
need a drip campaign.
That never ends, right?
Our drip campaign right now forour team is we're at, I think,
(14:35):
email number 30, right?So we have 30 weeks of emails in
there because we're just a newerteam.
We just get started.
But we will have, there will be
hundreds of emails.
There'll be years of email in that
drip campaign that are allrelevant.
So if someone comes into yourworld two and a half years from
now, guess what?They start getting nurtured,
value, value, value, ask, value,value, value, ask forever until
they unsubscribe, which whatever.
(14:56):
People unsubscribe, that's cool,
but you're not my people.
Get out of here.
On to the next, right?So after you need to automate
where all the emails come frombecause people will come into your
world with emails.
So you've got, let's say,
Calendly.
You zap that in, you zap your, you
zap it in right into your masterlist, which should trigger your
drip campaign.
Someone fills out an application
on Finmo, let's say, Boro 1, Boro2.
Boro 2 wasn't on the call ordidn't put their email address to
(15:18):
book the call.
So you don't have their email.
All of a sudden you got their infothere, you zap that over.
Okay, if you run any webinars, youzap that in.
If you get emails from businesscards.
Facebook Messenger, Instagram,whatever.
You get a random email.
Have a Google Doc set up,
bookmarked on your screen.
So anytime you get an email
address, first name, last name,email, you can go and drop it on
that Google Doc.
And you can set up a Zapier to zap
(15:39):
it from there to your master listor into your drip campaign.
Right?So now, no matter what angle
someone comes at you from, bookinga call, you can also set up
anytime you... send an emailthrough Google contacts.
So let's just say your realtorintroduces you to a client and
they go, hey, Ryan, I want you tomeet Tom and Sally and they're
CC'd on this email.
(15:59):
I'll let you guys take it from
here.
You respond back.
Sounds great, Tom and Sally.
Love to meet you.
Here's a link to my calendar, booka call, direct access to my
calendar.
Can't wait to chat.
And you got your video in thereand your five -star reviews in
there and you got a link to yourcalendar and you have to do it all
within one hour.
They get that.
(16:19):
Now that turns into, you can havethat turn into a Google contact
because you sent them an email.
You can have that into a Google
contact and you can have a Zapiersetup so that Google contact takes
it from there right into themaster list and drops them in the
(16:40):
drip.
So if Tom and Sally never book a
call, they still get marketed to.
Boom.
So all this is set up.
So once you've got this all done,
then all you have to do is writethe emails and piece it in the
drip with your call to action.
But you've got...
You've got your initial dump ofall email addresses in your world
up front.
(17:01):
And then you've got ongoing all
the automation set up.
Like this is 101 stuff.
It might sound like 401 stuff.
It's 101.
It's marketing 101.
And this is the stuff I love.
And this is where my head goes.
And this is where I add a ton of
value.
Because this is where you get
maximum leverage.
Guess what?
I write one email.
Thousands of people are going to
get to see it for years.
Much like I make one piece of
content, it sits there and becomespart of the brand and people get
(17:23):
to see it and get indoctrinated byit and see it for years.
The same thing, you get leverage.
This is one of those leverage
points in your business that youcan pull off.
And so that's the email marketingmachine.
Now, let's say you're out makingcontent.
I'm going to take another pausehere.
This podcast brought to you byAmericana.
And it's getting really hot inhere.
I'm going to have to, I don't knowwhat I'm going to do, switch seats
here.
(17:43):
I'm actually going to do that.
I'm going to switch over to thepassenger side.
Oh, that's better.
Different angle over here.
That's cool.
So now you've got social media.
So from social media, a lot of youare making all these posts, which
are great.
And then you get some people
commenting or something.
But I'm going to map out how you
(18:05):
can make your social and turn itinto book calls.
Okay, so you're going to use asoftware called ManyChat.
You can use it Facebook,Instagram.
TikTok's testing it on personalaccounts right now.
It's in beta.
Right now you can use it on
business accounts with TikTok.
And so essentially you do this.
Here's the idea.
You make a niche post.
It has to be niche.
You can't just, hey, if you want
to make a general post, go ahead.
(18:26):
I think you're wasting your time.
I think we're launching a 30 -daychallenge.
It's a 30 -day sprint, and it'sgoing to be 30 days, a video a
day, geared only towards youravatar, and you have to use
ManyChat.
And so this is what I'll walk you
through that looks like.
Let's say your niche is BFS.
70 % of your content, marketingcontent should be geared towards
your avatar.
The person you want to serve.
You're going to work on otherfiles.
(18:48):
You're going to work on new toCanada or not.
First time homebuyers, rentals,whatever.
But your marketing energy needs tospeak to one person over and over
and over again.
The person you want six book calls
with on a Monday.
right?
That you're excited to take thecall.
This is a big fail on mostbrokers.
You're trying, you're on wide withyour stuff.
You're trying to talk to everybodyand you talk to no one.
(19:08):
Imagine if you had 30 straightdays of videos going towards your
avatar.
Let's say the avatar is, I'm going
to pick people who own a home, whohave equity, who, and are
employed, who want increasedcashflow or to be mortgage -free
faster.
That's my avatar.
That would be my avatar if Ibrokered, right?
It's a refi.
No COFs, no referral partners, no
middleman, quicker money in thebank, less moving parts.
And I'm not up against the bankand retargeting when they're
Googling mortgage ads and all thisstuff because it's not a purchase.
(19:30):
I'm coming to them with asituation and we can restructure
their debt that they didn't thinkwas possible or they just didn't
think of because the dum -dums atthe bank or their other mortgage
broker never presented it.
So I'm coming to them with that
solution.
Okay, whatever that could be.
That could be.
We won't get into that.
We all have different afters.
(19:51):
It could be DFS.
It could be first time home buyer.
It could be reverse mortgages.
It could be, you know, you nameit.
It could be B clients.
It could be private clients.
It could be whatever.
We're going to make this content.
So I'm going to make a piece ofcontent.
It's going to be 60 to 90 seconds.
I'm going to post on Instagram.
It's going to be, I'm just goingto show green screen.
(20:12):
I'm going to show clients.
We're here working two jobs,
grinding away, not getting ahead.
They had 28 years left on their
mortgage.
They had some unsecured debt, high
interest debt.
They didn't really know how they
were going to get far ahead.
Cash flow was tight.
They're missing out on familyvacations.
Little Johnny couldn't play rephockey and just, they felt like
they were working for nothing.
(20:33):
And PS, there's a lot of people,
especially in Ontario, the GTAthat are on that hamster wheel.
It's a big reason why we left.
It just, it was keeping up with
the Joneses and everyone's workingto live.
Like, it's just crazy.
It's like, they're just grinding
away and they think it's normal.
That's sidebar.
That's why we left.
And so let's say that's a piece of
content and you're showing things.
You're like, cool.
(20:53):
You're like, hey, I've got achecklist showing how you could do
this.
And I've got a case study I want
to show you.
I want to map out how we help this
family.
And I'll get really into the weeds
on it and show you exactly what wedid.
If you're interested in that,comment cash flow, right?
So they're going to comment cashflow.
Now, as soon as they do that,ManyChat, which is going to be
hooked up to your account, isgoing to kick it.
And it's going to acknowledgethat.
It's going to give like a fistbump or like a, hey, sounds good.
(21:14):
You get to put in what you want,three, four different options.
It can respond back and cyclethrough different responses,
right?So it's not just the same response
to everyone.
They'll be like, check your DMs.
That's awesome.
In their DMs, main chat's going to
go back and go, hey, I want tosend you this case study with the
checklist.
I need your email address.
And then they're going to, that'sthe trade -off, right?
(21:35):
That's the transaction.
They're going to give you, and if
they don't give you the emailaddress, they're not real people.
They were going to waste your timeno matter what.
So they give you the emailaddress.
And now all of a sudden, they getthe lead magnet.
They get the case study with thechecklist, whatever that was.
Those are super easy to build.
(21:56):
They get that.
It could just be on a Google Doc.
It doesn't have to be something
fancy.
This fancy PDF doesn't have to be.
It can be if you want.
I'm a simple guy.
I do simple things.
You don't need to do that.
I want to do 7 out of 10 stuffeverywhere.
And so that's a 7 out of 10 leadmagnet.
So we give it to them.
And all of a sudden, now I have
(22:19):
their email address.
And so their email.
Now it gets zapped into my masterlist, which gets dropped into the
email marketing machine.
And that's how I turn people from
social into, I'm not makingcontent to get people right now.
I'm making it to get them at somepoint.
But now I'm going to get them.
I'm going to nurture them with my
email marketing.
I'm going to get them maybe seven
months, maybe two years, maybe ina month.
Who knows?Maybe timing is everything and
they need the thing.
(22:39):
But it also does this.
Having the mini chat also putsthis engagement on your account on
that post.
It tells Instagram that, oh,
people are interested in this andthere's back and forth.
So it helps with the algorithm.
It also starts a DM conversation.
So now I have a conversation in myDMs with this person where they
might come back and I can comeback after and go, hey, what did
you think about the lead magnet?And I can actually have that
automated.
I can have it.
(23:00):
Hey, just checking in.
Did you have thoughts or questions
on that?What I sent you?
Did you have a chance to look atit?
I can automate that too.
So I gave you the very basic
version.
You can also have ManyChat come
in.
And before it asks for the email,
it says, hey, make sure you followme.
And then the only way they canmove forward is if they follow
you.
They click a button and follow
you.
Otherwise, they don't even get
prompted to get the email.
(23:21):
So you'll get more followers that
way, but you'll get less peoplegetting in the email, which is
cool.
Not cool.
Who knows?You can also use it to qualify
people with, hey, are you inOntario?
Hey, are you in BC?Hey, do you own a home?
And they only get access to thething.
If they answer those questionscorrect, you can build logic into
it.
So you can get as crazy as you
(23:42):
want with it or as simple as youwant.
And so that's how you build anautomated machine.
And then another thing at thefront end, they said the code
word.
What if they spell the code word
wrong?Instead of cash flow, it's like
cash flow with two O's.
you have two ways you can address
that.
You either go in inside ManyChat
and you type in all themisspelling ways.
So if they do any of these codewords, or you can keep it super
(24:04):
easy, which is what I'm going todo, and just go, if you comment on
this post, you get the thing.
I'm going to reach out and offer
the thing.
So now if someone just says, great
post, it's going to be like, cool,check your DMs.
And then it's going to be, hey, doyou want the thing?
So I'm just going to blanketeverybody and not wait for code
words to come in.
And so you can hook us up to that
post.
So anytime if someone's watching
that post six months from now andthey comment on it, boom, it's
(24:27):
going to trigger that.
So I'm going to go make these
posts of these asks or ask peopleif they want the thing.
This isn't in every post you makebecause you'll just exhaust
fatigue out your audience.
It's like a one out of every four
or five.
You're going to roll, which is why
you need to make content orcontent so that you can actually
put an ask post in once a week.
which helps feed the email
marketing machine, right?I'm going to put that in and I'm
going to have three, fourdifferent lead magnets and I'm
(24:49):
just going to offer up differentthings.
And as they comment, Maychats isgoing to do all the work for me.
And then my time could be sentfollowing up with people who seem
really interested.
And then what do you do from there
to get those people into if theyqualify for not?
That's a whole different podcast,whole different conversation.
But I just want to outline thisfor you.
All these pieces areinterconnected and you can
automate it all, right?Any email address that come into
my world gets dropped in themachine.
(25:10):
The machine goes out, never stops.
I go make the content.
Now I have a purpose for makingthe content because I want to get
people offline into my world.
See where I'm going here?
And then you're building up anasset that you own no one can take
away from you.
And that's your email list.
So I wanted to share this with youbecause too many of you, I don't
know if it's because you'refucking lazy.
I don't know if it's because youjust think it's hard and so you
(25:32):
don't do it.
I don't know if you do.
This is something you need tofigure out.
We all have these skill sets weneed to figure out now.
You need to be a marketer first,mortgage broker second.
If you think like that, you willmake more money.
And so your skill set should befigure out my email marketing
machine.
Figure out how to be comfortable
on camera.
Figure out how to post on social.
(25:52):
Figure out how to say, get mypoint across in the least amount
of words.
Because while you string out your
stories, hey, I'm going to getinto the thing where I I talked to
you about this client that Ihelped.
And so these clients came to mefrom, yeah, no one cares.
No one cares.
Get into the fucking thing, right?
No one's sitting there going, oh,well, now my day is complete
because now I know where the storyoriginated.
It came from, you got a lead fromJane, the realtor, who you've
(26:15):
known for 12, like, blah, next,they've already moved on.
But that's a skill set tounderstand, hey, in 45 seconds or
less, I'm going to show you how Ichange this client's life.
Let's get into it.
This client came to me and blah,
blah, blah.
This was their problem.
It's not the backstory.
No one wants the backstory.
But you don't know that becauseyou haven't thrown yourself in
that world to become a master atit.
(26:37):
So you just carry on banging yourhead against the wall, wondering
why your content's not working,wondering why you can't get leads
from it because you don't havethese other pieces or the skill.
So now you need to go learn theskill.
Learning reverse mortgages isn't askill.
That's just knowledge of stuffthat's on a sheet that you're just
putting in your brain.
Understanding how to be
comfortable on camera, thatbecomes repetition and doing
coaching and training on it.
Teach yourself off YouTube.
There's so many things.
(26:57):
How to say what you want to get
across in the least amount ofwords.
Put voice memo your stuff intochat GPT of what you were going to
say and then go, can you summarizethis for me in a tighter script
and take out the fluff, somethingthat would potentially go viral.
And it'll spit out and it'll cutout a bunch of stuff.
And you're like, oh, that's cool.
And you also get better at it, but
you don't know unless you do it.
(27:20):
So here's the mistake all you were
making is because you're postingonce or twice a week, you never
get there.
It's like you're going to the gym
once or twice a week and you'reexpecting this awesome body.
It's not going to work.
Or you eat healthy one or two days
a week and you're expecting theseawesome, it's not going to work.
The quicker you do things, themore reps you get in, the better
you are.
The faster you move, the better
(27:42):
you are.
The more you email your list, the
warmer they are, the better youare.
The more they see your face, themore you're top of mind, the more
content you put out, the betteryou get on camera, the more
comfortable you get on camera, themore confident you get on camera,
the more you understand how toquickly edit things with an
Instagram or the platform and nothave to pull it out into CapCut or
(28:03):
doing something else.
The more you can make a 15, 20
minute video and just get it out.
The more you can say what you want
to say in the least amount ofwords so you hold people's
attention.
the quicker you understand how to
put a hook at the front and notthe back because people decide in
two, three seconds if they'regoing to carry on and that's your
most important watch time.
(28:23):
And so these are those things that
you need to wrap your head around.
And if you choose not to, I just
say good luck.
Good luck.
If you've got a business alreadypercolating and you're just kind
of riding that out, sure, good foryou.
But I'm saying the 90 % of brokersout there, this is the new skill
set.
And I've been getting comfortable
on camera for many years.
I hated camera before.
(28:44):
But I started using video all thetime with my clients throughout
the client journey, right?Introducing myself to them, doing
my custom proposals, answering thequestions they emailed me instead
of jumping on 20 -minute phonecalls, closing day video,
explaining things on theirdocuments, where to sign videos,
just videos, videos, videos,thousands and thousands and
thousands of videos.
Saved my time and a huge wow
factor.
And so... you have to decide these
certain skill sets you can look atand go, it's hard, you stop and
you go the other way, or you canpush through and teach yourself,
(29:07):
much like you tell your kids todo.
So that's where my head goes,okay?
So I wanted to share this withyou, my thoughts on email
marketing and the mini chat andhow you would set that up.
It's easier than you think to doit.
It's just lock yourself in a roomand figure it out.
Or continue doing what you'redoing and wondering why it's not
working.
So that's it, kids.
Hope you got value from that.
Till next one.
Peace out.
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