June 26, 2025 • 21 mins
In this episode, I share how I would approach mortgage brokering in 2025, building a direct-to-consumer mortgage business and moving away from traditional realtor-dependent models. I outline a comprehensive marketing strategy that includes social media engagement, content creation, and webinars to educate potential clients.
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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, whiteboard, Wiley in
the house.
Okay, let's just get into it.
I'm doing an evening podcast.
Yeah, it's 7 .09 and I'm down by
(00:50):
the beach because I'm like, yeah,I have stuff to talk about.
So this is going to be, I getasked this question all the time
and I'm going to run through.
This would be obviously way better
if this is like a YouTube videoand I'm mapping things out for
you.
And I'll probably end up doing
that.
But you can stop and start this.
I'm going to be as detailed as Ican.
(01:12):
But I get to ask this question allthe time.
Ryan, if you went back intobrokering, what would you do right
now in today's day and age?June 2025, how would you build
your business?And I have extreme clarity on what
I would do.
I can see all the angles.
I can see where people are fuckingup.
I can see who's doing well.
I can see the future that's
coming.
I can see, you know, taking pieces
(01:35):
of what I did in the past withwhat I've coached and taught other
people with people who've run withstuff, made mistakes, tweak some
things here and there.
I have like extreme clarity.
So I'm going to walk you throughmy model and I'm actually going to
be teaching this.
And tomorrow morning, that's why
it's fresh in my mind.
I have a bootcamp.
(01:56):
It's a second Ava bootcamp and I'mshowing other people how to the
marketing plan around rental cashdamming.
But would I do rental cashdamming?
Absolutely not.
It's not my jam.
Wouldn't do it.
It's shooting fish in a barrel.
You have unlimited opportunities.
You'll never get grinded on rates.
You can go charge fees, but it'sjust not my jam.
So I just have to turn on.
(02:17):
I got to air this place out a
little.
Okay.
Okay.
So I'm going to walk you through
some things.
I'm just going to get into it
because this will probably be, Idon't know, 25 minutes or
something like that.
I'll be as detailed as I can.
Okay.
So the avatar, you've heard me
talk about this.
The avatar I would serve, I want
direct consumer model.
I want direct consumer marketing.
I do not want to rely on dumb,dumb realtors.
I do not want to rely on referralpartners for very... obvious
(02:39):
reasons.
If I already have some in my
circle, sure, I'll lean into them.
I'm not going to ignore them.
I'll still build relationshipswith them, but I'm not putting
energy into prospecting newrealtors.
Some are going to come into myworld and I will let them come
into my world, but they're goingto come to me.
The dynamic is going to becompletely different.
Instead of me going, hey, you gotany deals for me today?
(03:01):
It's going to be, they're going tobe like, Ryan, how do I get
involved doing this stuff?And I'll be like, I don't know.
I'll let you know.
And so I'm going to have a direct
consumer model.
My avatar is going to be
homeowners who own a home.
And yeah, that's what homeowners
means, Ryan.
So homeowners with equity who have
jobs and good credit, but have acash flow crunch problem who want
to reduce their payments or whowant to pay off their mortgage
(03:24):
faster or want to stop having totry and decide.
if they are saving for theirfuture.
Too many people are telling us,save your future.
It's like, shit, man, I got a lifeto live right now.
I have memories and things tocreate with my children right now
that everyone's like, put moneyaside and say, yeah, I get that.
But people are working longer nowthan they ever have.
(03:46):
People are living longer than theyever have.
You're going to have to worklater.
I also want to enjoy my lifetoday.
And so a lot of people are cashcrunched.
And they're just grinding away inthe meat grinder.
Enter GTA.
It's like the whole GTA is just
people grinding away, workingtheir asses off to buy things they
shouldn't be buying.
That's why we left the GTA.
And it's that mentality.
(04:06):
But there's so many people doing
that, working two jobspotentially, working two spouses,
working two household incomes, orone person working two jobs, and
just flying through life withoutstopping and smelling the roses.
And so my whole thing would be,let's...
Spend time with your kids now andenjoy life.
That means building out yourbackyard for memories.
That means getting that camper.
It means going on those trips.
(04:28):
It means getting the cottage,whatever that is.
But also building for the future.
Just not putting all our eggs in
one basket or the other.
Okay, so that's the mentality.
That's my avatar I'm going to goafter.
And I'm going to hit them throughsocial media.
Okay, it's going to be, I alsohave a database, which I'm going
to nurture on a term, but it'sgoing to be social media.
So I'm going to make content onlyto that avatar.
(04:49):
The only type of content, 70 % ofthe content I make will be to that
avatar.
20 % will be more generic mortgage
stuff that interests me.
I'm not going to talk about first
-time homebuyers because I don'twant that energy.
I really would be happy if I neverdid another purchase again because
there's just so many things thatcome with it.
So many cooks in the kitchen, somuch competition against banks and
retargeting.
them in the peanut gallery and co
-signers.
And then you got the realtors in
(05:11):
there who always have their agendaand so many people trying to
potentially take the client away.
I want no competition.
I want a headstart on competitionwith refinances.
I want to reach out to people whodid not know they needed me.
And I want to tell them a storyfrom a different angle.
I built my mortgage business doingthis, showing people how to buy
their first investment property.
Everyone's one property away.
from changing their lives.
(05:32):
That was my thing.
So I'm going to do this, but it'sgoing to be around debt swap,
power of the paycheck, and debtconsolidation.
Those three strategies, justrestructuring the debt, getting
smarter with the debt.
That's my goal here, to optimize
that and tell stories.
And so I'm going to create social
media.
I'm going to do minimum three
reels.
If I'm going all in person, I'm
doing minimum one a day.
And I'll batch it out.
(05:53):
But I'm saying for the averageperson, go do three, but I'm going
to do seven.
I'm just going to pump out the
content.
I'm going to do seven across three
platforms.
I'll hit LinkedIn, Facebook, and
Instagram.
Those are the three platforms I
want.
I don't want the wide reach on
TikTok.
And my avatars are sitting on
LinkedIn, just sitting there.
Decision makers, white collar
professionals who make money.
(06:13):
That's my avatar.
That's who I want.
A lender, A lender, A lender.
And so I'm going to pump out onereel a day.
I'm going to batch it out with oneday.
I'll batch out all my stuff forthe week and then I'll do two to
three stories a day.
That's my content.
Okay.
I'm going to push people every
three, four videos.
I'm going to push them into a lead
(06:35):
magnet.
Go, Hey, if you mentioned cashflow
below, you're going to get myguide where I break down on Tom
and Sally, who were working twojobs, how they completely changed
their lives with one move, gotsmarter with restructuring their
debt.
And now they're, you know, built
their backyard, put a pool in, andnow they have money putting aside
for retirement because they'regoing to be mortgage -free faster.
If you want to get that guide,comment cashflow below.
I'll have many chat, which I didon my last podcast.
(06:58):
which will click in the automatedfollow -up.
You'll get them in exchange fortheir email address.
I will give them my lead magnet.
And then I'll have inside
ManyChat, I'll have some voicememos built into the follow -up.
So a day or two days later,there'll be a voice memo.
Hey, did you get the guide?Was there anything interesting in
there?And blah, blah, blah.
Okay.
Once they want to book a call with
me, they're going to have to gothrough a type form.
(07:18):
They're going to have to bequalified.
So they're going to come into myworld at some point, they're going
to either through the lead magnet,there'll be a link to get on my
calendar, or they're going to beput on my email list, which
they're going to get nurtured withonly those situations,
restructuring debt, speaking topeople like that.
They're going to get nurturedevery single week with an email
and value, value, value, askcadence.
So three value emails, one ask.
(07:38):
And in there, when they click the
link to book a call, it's going toask them questions.
If they don't own a home, theydon't make it to the next step.
If they own a home and there's notenough equity, they don't make it
to the next step.
I'm going to be pumping out so
much content and I'm going to betalking to so many people about
this.
I'm going to have to build filters
in.
So that's part of the filter I'm
going to build in.
Okay, so here's the kicker.
(08:00):
I'm also going to have a webinar.
Man, it's hot in here.
I got to turn this vehicle on.
Apologize here.
I realize it's muggy here.
25 above.
That's not too bad.
But okay, I got to put some heat
on.
We're just going to have to deal
with that.
Here we go.
Okay, we're good.
Okay, so I'm going to have a
webinar.
And this is because I had a
webinar model before.
It works brilliant.
People would come to me and go,hey, Ryan, how do I get mortgage
-free faster?And I'm like, cool.
(08:21):
So you're telling me that yourgoal in life is to be mortgage
-free as fast as humanly possible.
They're like, yes.
I'm like, go tomortgagefreein10years
com or ca because I had both the URLs.
I don't anymore.
Go there and watch that thing.
It's an hour webinar.
When you're done, if you're still
interested, book the call.
There'll be a link to book a call
(08:42):
on my calendar, and then we'lltalk.
This is because I don't want toeducate.
people about my strategies on aone -to -one.
I can't do that.
I need to educate through social
media, lead magnets, emailmarketing, and webinars one -to
-men.
And then when they come into my
world, I'll have a system builtwhere I'll quickly decide if
they're my people, and then I willbuild them custom proposals based
on their situation and the adviceand the strategy and the product I
can put them in after I have afull application in Docs.
Okay.
But I'm going to have this webinar
(09:03):
and the webinar is going to beabout 30 minutes.
I'm going to break down examplesof each of those three buckets of
people.
I'm going to go, do you fit in one
of these buckets?If you do, we need to talk and I
can help.
And I'm going to break down all
the objections they're going tohave.
And I'm like, I did this for myOne Property Away webinar.
(09:25):
And this is what fed my mortgagebusiness.
Because then if anyone, if I talkto the guy fixing my fence, he's
like, what do you do?I'm a mortgage broker.
I show people how to pay off theirhome in 10 years.
He's like, how the heck do I dothat?
I'm like, go tomortgagefreein10years .com.
Watch the video.
He's like, oh my God.
Ended up doing a refi and apurchase for him on a rental.
So I'm going to let the webinar dothe work.
So when you go to my link tree,and I'm talking fast here.
(09:47):
I'm like, just humming out thisbusiness plan.
Because it's top of mind.
I've been working on it.
When you go to my link tree,there's only going to be so many
options.
I'll have a podcast just like
this, where I talk aboutgrassroots stuff, about how I help
people, myths about finances, whatmost people get wrong, the
mentality around, I've framed somestories around the emotional
aspect of people get too tied inand the old way of banking versus
the new way of banking and somestrategy I talk about.
And I'll just keep doing.
(10:08):
There'll be short podcasts that
are easy to consume because I cando these while I'm driving.
I can do them in my downtime.
And it's going to resonate with
people.
And so I'll have the podcast.
That'll be an avenue.
And I'll do that once a week.
We'll do the podcast out.
I'll call it.
I don't know what I'll call it,but figure something out.
I'll have short form content.
I won't do long form YouTube.
I would love to, but my head isn'tthere wrapped in that space.
(10:30):
That would be the, that would bethe all -star thing to do is build
out a YouTube channel, but I canget there with shorts and I'll
just bash my content out.
Okay.
So I'll have short form.
content building on Facebook,
LinkedIn, and Facebook, Instagram,LinkedIn, with all my call to
action styled in.
And then anytime someone follows
me, they get an instant voicememo, or not instant, but they'll
(10:50):
get a voice memo from me, thankingthem for the follow, and asking
them, are they here for thecontent?
Or do they need help?That kind of stuff.
And then eventually, when I getinto prospecting mode, if I need
to, which I already know I won't.
But if I need to get in to throw
gas in the fire with prospecting,I would then go and prospect the
people watching my content.
(11:11):
And trust me when I say this,
referral partners are going tocome out of the woodwork because
they're going to respect thebrand.
They're going to respect thehustle.
They're going to respect theconsistency.
Certain people are going to vibewith my energy and the way I
present things and my personality.
And they're going to want to come
into my world and they're going towant to partner with me.
(11:31):
And that's how I'm going to getreferral partners.
I'm not going to have to worryabout referral partners, but I'm
going to go build the direct toconsumer model first because I
have full control of everything.
So between my email marketing
going out, the webinar that'sgoing to be on my link tree, it'll
be in my email signature.
The webinar is going to be
everywhere.
It's going to be a recorded
webinar.
I've done live ones.
People don't want to wait threedays to come to the thing for the
(11:52):
thing where they can just go tothe recorded one.
As soon as they opt in, they haveto put their email address in,
which will trigger the dripcampaign, which is going to be
going out weekly, showing all thetips, tricks, strategies, and
stories about debt console, debtswap, and power the paycheck.
So that's my model.
And that model will be all I do.
And I'm telling you right now, itwould fucking kick ass.
I've lived a model of that alreadywith not a lot of those parts
(12:13):
involved.
And I'm looking at things from
like I'm up in space looking atthe world and I can see this tiny
world.
It doesn't look complicated to me.
I can see everything and I'm like,oh, look at all those people down
there.
I can't really see the people, but
I'm like, this is OK.
I see everything.
I can see the angles.
I can see the mountains and the
ocean.
I can see I can see it all right
(12:34):
now.
And that model I just laid out for
you, your version of that modelis.
what I recommend you do.
Now, that might sound like a lot
what I put out there, but it'snot.
You can chunk it down, right?Your social is, you have to figure
out what your avatar is and youreverse engineer it.
And the webinar, promise you, thatwebinar now is me not explaining
all those strategies, which arepretty easy strategies, but the
(12:58):
man one product could be a littlecomplicated for a lot of people.
I don't have to explain it.
all the time.
So I always deflect to, hey, areyou okay?
Go watch the webinar.
I break down the debt swap.
So I'm not educating these peopleall the time because too many
brokers are spending so much timegiving free advice and educating
people without zero commitment.
And I will never, ever do that.
(13:20):
I will go, did you watch thevideo?
Cool.
What questions do you have about
it?Awesome.
Yes.
Tell me these five things about
you.
These seven things of value.
Okay, based on what you told me, Iwill be able to do X, Y, and Z for
you in that range.
If you're interested, now I need a
full application.
Now I need full income docs.
I need your credit card for anappraisal.
And there you go.
(13:40):
If you commit to those three
things, then I will build you thecustom proposal showing you all
the moving parts, and I will holdyour hand and execute this for
you.
And I'm always talking about the
outcome.
I'm not even getting into the
certain nuggets of the strategy.
I'm always talking about, I will
deliver that basement suite, or Iwill deliver that backyard for
(14:00):
you, or I will increase yourcashflow by $900 a month.
And I'll show you how to take halfof that and put it into an
investment.
We write off the interest and we
take the refunds and we put thatback against, and that's the debt
swapping, right?So that's the model.
the model.
I honestly don't, I could see
(14:22):
someone doing that model, but forreverse mortgages, totally better.
Yep.
I think there's a whole thing
where you could build aroundreverse mortgages.
And here's the cool part.
Reverse mortgages, when you go
with, I think it's Bloom and maybeEquitable, and maybe there's
another one company in there,starts with an F, I can't
remember.
They have, I don't know if it's
still the same here, but they usedto pay 175 basis points for a
(14:43):
reverse mortgage, but you did allthe work.
Or you could literally hand theman email and a phone number.
And I went and cracked theirfunnel hack, they call it, hacked
their system, where I go downputting in all the information.
And someone called me within oneminute, their sales team.
And they were on the ball.
I was like, oh, my God.
I give them an email and a phonenumber, and their sales team jumps
in, and they pay me 100, 120 basispoints.
(15:03):
It's in that range.
So without doing any of the work,
any of the fulfillment, any of thediscovery calls, anything.
that same model I'm talking aboutcould be that all you could ever
talk about the rest of your careeris reverse mortgages.
And you have a built infulfillment and underwriting team.
And you just go and get the workgoing, get the emails, nurture
them with a drip campaign, nurturethem with drip, nurture them with
(15:27):
a webinar.
And then you when they're
interested, they put their handup, you push them over to the
sales team.
And then I know people that did
this, and they're making three,four or $500 ,000 a year, just
pushing leads over to thosecompanies.
And then what they did was Theywould swap out one time it was
Bloom, there's the next company,there's the next company, they had
(15:50):
better specials.
So they would just hand the leads
off to them depending on how manybasis points they were paying and
what the setup was there.
But that's the model.
I would build a brand aroundrestructuring your debt, only
working with A types of clients,all around educating through a
webinar, one -to -many education,all the angles.
And I would give limitedinformation up front.
I'm going to do the discoverycall.
Eventually, I'll pull myself offthe discovery call and have
(16:11):
someone else.
And I will just build content, the
marketing, the content, thewebinar, and handle referral
relationships if it gets to thatpart.
And that's eventually what I woulddo.
And I would have a team doing theupfront call and I would have a
team running fulfillment.
And we wouldn't really need an
underwriter because thefulfillment would be licensed and
they know the guidelines from thethree, four lenders that we use.
(16:31):
So that's like a revamped model onwhat I already did years ago, but
that's a way better model nowbecause I had a lot of automation
built in and a lot of follow -upwith those lead magnets and
education points and social media.
I never used social media.
And so I'm seeing this so freakingclearly.
And so this is the stuff I'mtraining on.
This is stuff we're talking abouton Team Highway.
We're doing many chat trainingthis Friday.
where we're building lead magnetsand automation into everybody,
anyone on the team who wants it.
(16:54):
And then we have a social 30
challenge starting, a 30 -daysprint where we're going to
identify your avatar is, and we'regoing to make content for 30
straight days only to that avatarwith the ManyChat automation kick
in.
And guess what?
When they go into that, then wezap it into their master drip,
(17:14):
which we already have built outwith the sales drip.
So we're starting to build thesepieces for agents on the team, and
we're doing it together.
This is why I'm so excited.
I'm teaching a version of thistomorrow morning, but it's around
cash damming, which is not mypassion.
What I just went over was mypassion because I only want to be
so involved.
But yeah, there you go.
(17:34):
That's my model.
So for those asking, what would
you do, Ryan?That's it right there.
Wouldn't it be glorious to have$500 ,000, $800 ,000 mortgages,
refinance?People didn't even know they
needed you until you popped intheir world and they got slowly
indoctrinated through all yourmarketing and education.
And then you're not up againstcompetition.
So you're not competing there.
You're not buying down rate.
You work with the same three, fourlenders.
(17:56):
It's shooting fish in a bucket.
And I'm making content about what
I want to talk about, which isthose strategies and how I can
stand out.
I just keep showing people things.
I just keep showing them wherepeople were and where I got them.
And sometimes I throw in, youknow.
A little explanation here aboutthis strategy or that strategy.
And, you know, this is the problemthey have and your world's, you're
(18:18):
closer to changing your problemsthan you realize.
And I use ChatGBT to help buildout a lot of that stuff, the
framework, and then it's up to meto record it and just get better
and better on camera and keepcoming up with different green
screen, talking head ideas anddifferent types of content.
And so that's where my energywould be spent, would be building
the brand and the content to justhit people from different angles.
And here's the cool part.
I go do that.
(18:38):
And I only make content to myavatar and 10 % about me and my
personality and hobbies and 20 %of more generic stuff I want to
talk about.
If I only do that, the AI built
into Instagram, LinkedIn, andFacebook will go and find my
people for me.
They'll bring them to me.
I don't need 18 ,000 followers.
I could have a thousand followers
(19:00):
and crush it.
Absolutely crush it.
So that's a $100 million mortgagebusiness.
It's a matter of how much do Iwant to work.
So that's the model.
We're building and training on
pieces of that.
But I want to share that with you
because that's where I'm at rightnow.
And this is what we're doing.
And it's never been more clear
than that.
So I talked really fast there.
I could have slowed down andturned this in from a 20 minute to
(19:22):
a 30 minute podcast, but I didn't.
I went really fast.
They usually don't talk that fast,at least not for the whole time.
So I apologize if I went too fast,but there, I saved you some time
of your day.
So that's it, kids.
That's my, what if Ryan wasbrokering in 2025?
marketing plan.
And I there's no option for that
to fail.
I just that will not fail.
There's zero chance that fails.
That will make a lot of money that
(19:43):
model I just laid out.
So there you go, kids.
Okay, hopefully that helps youhope for that means something to
you.
Till next time.
Peace out, kids.
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, welcome to the Mortgage
Game Podcast.
West Coast, whiteboard, Wiley in
the house.
Okay, let's just get into it.
I'm doing an evening podcast.
Yeah, it's 7 .09 and I'm down by
(00:50):
the beach because I'm like, yeah,I have stuff to talk about.
So this is going to be, I getasked this question all the time
and I'm going to run through.
This would be obviously way better
if this is like a YouTube videoand I'm mapping things out for
you.
And I'll probably end up doing
that.
But you can stop and start this.
I'm going to be as detailed as Ican.
(01:12):
But I get to ask this question allthe time.
Ryan, if you went back intobrokering, what would you do right
now in today's day and age?June 2025, how would you build
your business?And I have extreme clarity on what
I would do.
I can see all the angles.
I can see where people are fuckingup.
I can see who's doing well.
I can see the future that's
coming.
I can see, you know, taking pieces
(01:35):
of what I did in the past withwhat I've coached and taught other
people with people who've run withstuff, made mistakes, tweak some
things here and there.
I have like extreme clarity.
So I'm going to walk you throughmy model and I'm actually going to
be teaching this.
And tomorrow morning, that's why
it's fresh in my mind.
I have a bootcamp.
(01:56):
It's a second Ava bootcamp and I'mshowing other people how to the
marketing plan around rental cashdamming.
But would I do rental cashdamming?
Absolutely not.
It's not my jam.
Wouldn't do it.
It's shooting fish in a barrel.
You have unlimited opportunities.
You'll never get grinded on rates.
You can go charge fees, but it'sjust not my jam.
So I just have to turn on.
(02:17):
I got to air this place out a
little.
Okay.
Okay.
So I'm going to walk you through
some things.
I'm just going to get into it
because this will probably be, Idon't know, 25 minutes or
something like that.
I'll be as detailed as I can.
Okay.
So the avatar, you've heard me
talk about this.
The avatar I would serve, I want
direct consumer model.
I want direct consumer marketing.
I do not want to rely on dumb,dumb realtors.
I do not want to rely on referralpartners for very... obvious
(02:39):
reasons.
If I already have some in my
circle, sure, I'll lean into them.
I'm not going to ignore them.
I'll still build relationshipswith them, but I'm not putting
energy into prospecting newrealtors.
Some are going to come into myworld and I will let them come
into my world, but they're goingto come to me.
The dynamic is going to becompletely different.
Instead of me going, hey, you gotany deals for me today?
(03:01):
It's going to be, they're going tobe like, Ryan, how do I get
involved doing this stuff?And I'll be like, I don't know.
I'll let you know.
And so I'm going to have a direct
consumer model.
My avatar is going to be
homeowners who own a home.
And yeah, that's what homeowners
means, Ryan.
So homeowners with equity who have
jobs and good credit, but have acash flow crunch problem who want
to reduce their payments or whowant to pay off their mortgage
(03:24):
faster or want to stop having totry and decide.
if they are saving for theirfuture.
Too many people are telling us,save your future.
It's like, shit, man, I got a lifeto live right now.
I have memories and things tocreate with my children right now
that everyone's like, put moneyaside and say, yeah, I get that.
But people are working longer nowthan they ever have.
(03:46):
People are living longer than theyever have.
You're going to have to worklater.
I also want to enjoy my lifetoday.
And so a lot of people are cashcrunched.
And they're just grinding away inthe meat grinder.
Enter GTA.
It's like the whole GTA is just
people grinding away, workingtheir asses off to buy things they
shouldn't be buying.
That's why we left the GTA.
And it's that mentality.
(04:06):
But there's so many people doing
that, working two jobspotentially, working two spouses,
working two household incomes, orone person working two jobs, and
just flying through life withoutstopping and smelling the roses.
And so my whole thing would be,let's...
Spend time with your kids now andenjoy life.
That means building out yourbackyard for memories.
That means getting that camper.
It means going on those trips.
(04:28):
It means getting the cottage,whatever that is.
But also building for the future.
Just not putting all our eggs in
one basket or the other.
Okay, so that's the mentality.
That's my avatar I'm going to goafter.
And I'm going to hit them throughsocial media.
Okay, it's going to be, I alsohave a database, which I'm going
to nurture on a term, but it'sgoing to be social media.
So I'm going to make content onlyto that avatar.
(04:49):
The only type of content, 70 % ofthe content I make will be to that
avatar.
20 % will be more generic mortgage
stuff that interests me.
I'm not going to talk about first
-time homebuyers because I don'twant that energy.
I really would be happy if I neverdid another purchase again because
there's just so many things thatcome with it.
So many cooks in the kitchen, somuch competition against banks and
retargeting.
them in the peanut gallery and co
-signers.
And then you got the realtors in
(05:11):
there who always have their agendaand so many people trying to
potentially take the client away.
I want no competition.
I want a headstart on competitionwith refinances.
I want to reach out to people whodid not know they needed me.
And I want to tell them a storyfrom a different angle.
I built my mortgage business doingthis, showing people how to buy
their first investment property.
Everyone's one property away.
from changing their lives.
(05:32):
That was my thing.
So I'm going to do this, but it'sgoing to be around debt swap,
power of the paycheck, and debtconsolidation.
Those three strategies, justrestructuring the debt, getting
smarter with the debt.
That's my goal here, to optimize
that and tell stories.
And so I'm going to create social
media.
I'm going to do minimum three
reels.
If I'm going all in person, I'm
doing minimum one a day.
And I'll batch it out.
(05:53):
But I'm saying for the averageperson, go do three, but I'm going
to do seven.
I'm just going to pump out the
content.
I'm going to do seven across three
platforms.
I'll hit LinkedIn, Facebook, and
Instagram.
Those are the three platforms I
want.
I don't want the wide reach on
TikTok.
And my avatars are sitting on
LinkedIn, just sitting there.
Decision makers, white collar
professionals who make money.
(06:13):
That's my avatar.
That's who I want.
A lender, A lender, A lender.
And so I'm going to pump out onereel a day.
I'm going to batch it out with oneday.
I'll batch out all my stuff forthe week and then I'll do two to
three stories a day.
That's my content.
Okay.
I'm going to push people every
three, four videos.
I'm going to push them into a lead
(06:35):
magnet.
Go, Hey, if you mentioned cashflow
below, you're going to get myguide where I break down on Tom
and Sally, who were working twojobs, how they completely changed
their lives with one move, gotsmarter with restructuring their
debt.
And now they're, you know, built
their backyard, put a pool in, andnow they have money putting aside
for retirement because they'regoing to be mortgage -free faster.
If you want to get that guide,comment cashflow below.
I'll have many chat, which I didon my last podcast.
(06:58):
which will click in the automatedfollow -up.
You'll get them in exchange fortheir email address.
I will give them my lead magnet.
And then I'll have inside
ManyChat, I'll have some voicememos built into the follow -up.
So a day or two days later,there'll be a voice memo.
Hey, did you get the guide?Was there anything interesting in
there?And blah, blah, blah.
Okay.
Once they want to book a call with
me, they're going to have to gothrough a type form.
(07:18):
They're going to have to bequalified.
So they're going to come into myworld at some point, they're going
to either through the lead magnet,there'll be a link to get on my
calendar, or they're going to beput on my email list, which
they're going to get nurtured withonly those situations,
restructuring debt, speaking topeople like that.
They're going to get nurturedevery single week with an email
and value, value, value, askcadence.
So three value emails, one ask.
(07:38):
And in there, when they click the
link to book a call, it's going toask them questions.
If they don't own a home, theydon't make it to the next step.
If they own a home and there's notenough equity, they don't make it
to the next step.
I'm going to be pumping out so
much content and I'm going to betalking to so many people about
this.
I'm going to have to build filters
in.
So that's part of the filter I'm
going to build in.
Okay, so here's the kicker.
(08:00):
I'm also going to have a webinar.
Man, it's hot in here.
I got to turn this vehicle on.
Apologize here.
I realize it's muggy here.
25 above.
That's not too bad.
But okay, I got to put some heat
on.
We're just going to have to deal
with that.
Here we go.
Okay, we're good.
Okay, so I'm going to have a
webinar.
And this is because I had a
webinar model before.
It works brilliant.
People would come to me and go,hey, Ryan, how do I get mortgage
-free faster?And I'm like, cool.
(08:21):
So you're telling me that yourgoal in life is to be mortgage
-free as fast as humanly possible.
They're like, yes.
I'm like, go tomortgagefreein10years
com or ca because I had both the URLs.
I don't anymore.
Go there and watch that thing.
It's an hour webinar.
When you're done, if you're still
interested, book the call.
There'll be a link to book a call
(08:42):
on my calendar, and then we'lltalk.
This is because I don't want toeducate.
people about my strategies on aone -to -one.
I can't do that.
I need to educate through social
media, lead magnets, emailmarketing, and webinars one -to
-men.
And then when they come into my
world, I'll have a system builtwhere I'll quickly decide if
they're my people, and then I willbuild them custom proposals based
on their situation and the adviceand the strategy and the product I
can put them in after I have afull application in Docs.
Okay.
But I'm going to have this webinar
(09:03):
and the webinar is going to beabout 30 minutes.
I'm going to break down examplesof each of those three buckets of
people.
I'm going to go, do you fit in one
of these buckets?If you do, we need to talk and I
can help.
And I'm going to break down all
the objections they're going tohave.
And I'm like, I did this for myOne Property Away webinar.
(09:25):
And this is what fed my mortgagebusiness.
Because then if anyone, if I talkto the guy fixing my fence, he's
like, what do you do?I'm a mortgage broker.
I show people how to pay off theirhome in 10 years.
He's like, how the heck do I dothat?
I'm like, go tomortgagefreein10years .com.
Watch the video.
He's like, oh my God.
Ended up doing a refi and apurchase for him on a rental.
So I'm going to let the webinar dothe work.
So when you go to my link tree,and I'm talking fast here.
(09:47):
I'm like, just humming out thisbusiness plan.
Because it's top of mind.
I've been working on it.
When you go to my link tree,there's only going to be so many
options.
I'll have a podcast just like
this, where I talk aboutgrassroots stuff, about how I help
people, myths about finances, whatmost people get wrong, the
mentality around, I've framed somestories around the emotional
aspect of people get too tied inand the old way of banking versus
the new way of banking and somestrategy I talk about.
And I'll just keep doing.
(10:08):
There'll be short podcasts that
are easy to consume because I cando these while I'm driving.
I can do them in my downtime.
And it's going to resonate with
people.
And so I'll have the podcast.
That'll be an avenue.
And I'll do that once a week.
We'll do the podcast out.
I'll call it.
I don't know what I'll call it,but figure something out.
I'll have short form content.
I won't do long form YouTube.
I would love to, but my head isn'tthere wrapped in that space.
(10:30):
That would be the, that would bethe all -star thing to do is build
out a YouTube channel, but I canget there with shorts and I'll
just bash my content out.
Okay.
So I'll have short form.
content building on Facebook,
LinkedIn, and Facebook, Instagram,LinkedIn, with all my call to
action styled in.
And then anytime someone follows
me, they get an instant voicememo, or not instant, but they'll
(10:50):
get a voice memo from me, thankingthem for the follow, and asking
them, are they here for thecontent?
Or do they need help?That kind of stuff.
And then eventually, when I getinto prospecting mode, if I need
to, which I already know I won't.
But if I need to get in to throw
gas in the fire with prospecting,I would then go and prospect the
people watching my content.
(11:11):
And trust me when I say this,
referral partners are going tocome out of the woodwork because
they're going to respect thebrand.
They're going to respect thehustle.
They're going to respect theconsistency.
Certain people are going to vibewith my energy and the way I
present things and my personality.
And they're going to want to come
into my world and they're going towant to partner with me.
(11:31):
And that's how I'm going to getreferral partners.
I'm not going to have to worryabout referral partners, but I'm
going to go build the direct toconsumer model first because I
have full control of everything.
So between my email marketing
going out, the webinar that'sgoing to be on my link tree, it'll
be in my email signature.
The webinar is going to be
everywhere.
It's going to be a recorded
webinar.
I've done live ones.
People don't want to wait threedays to come to the thing for the
(11:52):
thing where they can just go tothe recorded one.
As soon as they opt in, they haveto put their email address in,
which will trigger the dripcampaign, which is going to be
going out weekly, showing all thetips, tricks, strategies, and
stories about debt console, debtswap, and power the paycheck.
So that's my model.
And that model will be all I do.
And I'm telling you right now, itwould fucking kick ass.
I've lived a model of that alreadywith not a lot of those parts
(12:13):
involved.
And I'm looking at things from
like I'm up in space looking atthe world and I can see this tiny
world.
It doesn't look complicated to me.
I can see everything and I'm like,oh, look at all those people down
there.
I can't really see the people, but
I'm like, this is OK.
I see everything.
I can see the angles.
I can see the mountains and the
ocean.
I can see I can see it all right
(12:34):
now.
And that model I just laid out for
you, your version of that modelis.
what I recommend you do.
Now, that might sound like a lot
what I put out there, but it'snot.
You can chunk it down, right?Your social is, you have to figure
out what your avatar is and youreverse engineer it.
And the webinar, promise you, thatwebinar now is me not explaining
all those strategies, which arepretty easy strategies, but the
(12:58):
man one product could be a littlecomplicated for a lot of people.
I don't have to explain it.
all the time.
So I always deflect to, hey, areyou okay?
Go watch the webinar.
I break down the debt swap.
So I'm not educating these peopleall the time because too many
brokers are spending so much timegiving free advice and educating
people without zero commitment.
And I will never, ever do that.
(13:20):
I will go, did you watch thevideo?
Cool.
What questions do you have about
it?Awesome.
Yes.
Tell me these five things about
you.
These seven things of value.
Okay, based on what you told me, Iwill be able to do X, Y, and Z for
you in that range.
If you're interested, now I need a
full application.
Now I need full income docs.
I need your credit card for anappraisal.
And there you go.
(13:40):
If you commit to those three
things, then I will build you thecustom proposal showing you all
the moving parts, and I will holdyour hand and execute this for
you.
And I'm always talking about the
outcome.
I'm not even getting into the
certain nuggets of the strategy.
I'm always talking about, I will
deliver that basement suite, or Iwill deliver that backyard for
(14:00):
you, or I will increase yourcashflow by $900 a month.
And I'll show you how to take halfof that and put it into an
investment.
We write off the interest and we
take the refunds and we put thatback against, and that's the debt
swapping, right?So that's the model.
the model.
I honestly don't, I could see
(14:22):
someone doing that model, but forreverse mortgages, totally better.
Yep.
I think there's a whole thing
where you could build aroundreverse mortgages.
And here's the cool part.
Reverse mortgages, when you go
with, I think it's Bloom and maybeEquitable, and maybe there's
another one company in there,starts with an F, I can't
remember.
They have, I don't know if it's
still the same here, but they usedto pay 175 basis points for a
(14:43):
reverse mortgage, but you did allthe work.
Or you could literally hand theman email and a phone number.
And I went and cracked theirfunnel hack, they call it, hacked
their system, where I go downputting in all the information.
And someone called me within oneminute, their sales team.
And they were on the ball.
I was like, oh, my God.
I give them an email and a phonenumber, and their sales team jumps
in, and they pay me 100, 120 basispoints.
(15:03):
It's in that range.
So without doing any of the work,
any of the fulfillment, any of thediscovery calls, anything.
that same model I'm talking aboutcould be that all you could ever
talk about the rest of your careeris reverse mortgages.
And you have a built infulfillment and underwriting team.
And you just go and get the workgoing, get the emails, nurture
them with a drip campaign, nurturethem with drip, nurture them with
(15:27):
a webinar.
And then you when they're
interested, they put their handup, you push them over to the
sales team.
And then I know people that did
this, and they're making three,four or $500 ,000 a year, just
pushing leads over to thosecompanies.
And then what they did was Theywould swap out one time it was
Bloom, there's the next company,there's the next company, they had
(15:50):
better specials.
So they would just hand the leads
off to them depending on how manybasis points they were paying and
what the setup was there.
But that's the model.
I would build a brand aroundrestructuring your debt, only
working with A types of clients,all around educating through a
webinar, one -to -many education,all the angles.
And I would give limitedinformation up front.
I'm going to do the discoverycall.
Eventually, I'll pull myself offthe discovery call and have
(16:11):
someone else.
And I will just build content, the
marketing, the content, thewebinar, and handle referral
relationships if it gets to thatpart.
And that's eventually what I woulddo.
And I would have a team doing theupfront call and I would have a
team running fulfillment.
And we wouldn't really need an
underwriter because thefulfillment would be licensed and
they know the guidelines from thethree, four lenders that we use.
(16:31):
So that's like a revamped model onwhat I already did years ago, but
that's a way better model nowbecause I had a lot of automation
built in and a lot of follow -upwith those lead magnets and
education points and social media.
I never used social media.
And so I'm seeing this so freakingclearly.
And so this is the stuff I'mtraining on.
This is stuff we're talking abouton Team Highway.
We're doing many chat trainingthis Friday.
where we're building lead magnetsand automation into everybody,
anyone on the team who wants it.
(16:54):
And then we have a social 30
challenge starting, a 30 -daysprint where we're going to
identify your avatar is, and we'regoing to make content for 30
straight days only to that avatarwith the ManyChat automation kick
in.
And guess what?
When they go into that, then wezap it into their master drip,
(17:14):
which we already have built outwith the sales drip.
So we're starting to build thesepieces for agents on the team, and
we're doing it together.
This is why I'm so excited.
I'm teaching a version of thistomorrow morning, but it's around
cash damming, which is not mypassion.
What I just went over was mypassion because I only want to be
so involved.
But yeah, there you go.
(17:34):
That's my model.
So for those asking, what would
you do, Ryan?That's it right there.
Wouldn't it be glorious to have$500 ,000, $800 ,000 mortgages,
refinance?People didn't even know they
needed you until you popped intheir world and they got slowly
indoctrinated through all yourmarketing and education.
And then you're not up againstcompetition.
So you're not competing there.
You're not buying down rate.
You work with the same three, fourlenders.
(17:56):
It's shooting fish in a bucket.
And I'm making content about what
I want to talk about, which isthose strategies and how I can
stand out.
I just keep showing people things.
I just keep showing them wherepeople were and where I got them.
And sometimes I throw in, youknow.
A little explanation here aboutthis strategy or that strategy.
And, you know, this is the problemthey have and your world's, you're
(18:18):
closer to changing your problemsthan you realize.
And I use ChatGBT to help buildout a lot of that stuff, the
framework, and then it's up to meto record it and just get better
and better on camera and keepcoming up with different green
screen, talking head ideas anddifferent types of content.
And so that's where my energywould be spent, would be building
the brand and the content to justhit people from different angles.
And here's the cool part.
I go do that.
(18:38):
And I only make content to myavatar and 10 % about me and my
personality and hobbies and 20 %of more generic stuff I want to
talk about.
If I only do that, the AI built
into Instagram, LinkedIn, andFacebook will go and find my
people for me.
They'll bring them to me.
I don't need 18 ,000 followers.
I could have a thousand followers
(19:00):
and crush it.
Absolutely crush it.
So that's a $100 million mortgagebusiness.
It's a matter of how much do Iwant to work.
So that's the model.
We're building and training on
pieces of that.
But I want to share that with you
because that's where I'm at rightnow.
And this is what we're doing.
And it's never been more clear
than that.
So I talked really fast there.
I could have slowed down andturned this in from a 20 minute to
(19:22):
a 30 minute podcast, but I didn't.
I went really fast.
They usually don't talk that fast,at least not for the whole time.
So I apologize if I went too fast,but there, I saved you some time
of your day.
So that's it, kids.
That's my, what if Ryan wasbrokering in 2025?
marketing plan.
And I there's no option for that
to fail.
I just that will not fail.
There's zero chance that fails.
That will make a lot of money that
(19:43):
model I just laid out.
So there you go, kids.
Okay, hopefully that helps youhope for that means something to
you.
Till next time.
Peace out, kids.
Bye.
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