May 20, 2025 • 21 mins
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EPISODE DESCRIPTION
In this episode, Brandon and Tom do a deep dive into email marketing, and how you can work your way up from a beginner all the way to an expert to have an even bigger impact on your book of business.
Brandon and Tom discuss: → How you can go from beginner, to intermediate, to expert level email marketer in your business. → The different tools for each level including YAMM, BrokerMail, KIK, VIP Club, Breaking Bank, and ChatGPT. → How to craft emotional storytelling that connects with clients, practical tips for maintaining consistency without sacrificing quality, and building a reusable email asset library for long-term success.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello, everyone.
(00:00):
Welcome to this week's episode of
Commission Breath.
Brandon Love here with Tom
Moffitt.
And today we are going to do a
deep dive into email marketing.
And before you turn this off,
there's going to be a littlesomething there for everyone.
So we're going to touch on some ofthe phases you can implement from
the level of a beginner all theway up to an expert.
So pick and choose, kind ofidentify where you're at, and then
(00:22):
start to implement some of thestuff because it will have a
positive impact on your book ofbusiness.
The majority of listeners areprobably beginner level and they
might think they're intermediate.
I've got my own opinion as to like
what an expert level emailmarketer is.
And I think it's very hard to getthere, but there's still those
like traditional old schoolbrokers who are still doing like
(00:43):
the typical newsletters that aregoing out from like their national
brokerage.
And you have some people that are
kicking up a notch and maybe goingwith some like VIP club or
breaking bank.
So you're getting there.
But not many people are at thatexpert level where you're sending
out an email once a week, which alot of brokers think that's crazy.
I'll tell you my opinion on it.
But why don't we go full circle
(01:05):
here, start at the beginning andtalk about beginner level.
I just hear what you thinkbeginner level would be for a
broker.
Yeah.
So I would actually say thatwithout you, I would be a beginner
level just for how I run mybusiness.
What I do.
Right now is one realtor email
once a week.
That's basically it.
In partnering with you, we'veadded layers to that that I think
(01:25):
moves us up the scale.
But prior to that, I was operating
as a beginner level in terms ofemail marketing.
The rest of my prospecting, Ilargely did on text and phone
calls.
And that's how I ran things.
It still works, but I can see nowthe value of adding these
additional layers.
So I think beginner email is like
you have your one.
email that you draft you write it
(01:47):
you structure it it goes out ithink if you You go before that
and you're just sending out thetemplated one from your brokerage.
You're not even really emailmarketing.
You're just...
You're hurting yourself, hurting
yourself, dude.
Yeah, yeah.
You're doing more damage.
Yeah.
Five things you need to do inspring markets is through stuff
your home.
Like that kind of garbage.
Yeah, you're going to hurtyourself.
People are going to unsubscribeand forget about you.
(02:08):
We haven't even really chattedabout this, about like our main
strategy because we're changing alot of shit up.
And that's a great point you made.
You've got your referral partners
and you also have your clients.
And we still haven't struck...
sure what we're going to do goingforward.
For years, we've been doing theone email a week for realtors.
And for our main databasemarketing for clients and any
emails we collect throughanything, they were going on VIP
club.
And most recently, Breaking Bank
(02:30):
for the last couple months.
And if you aren't familiar with
Breaking Bank, the people that...
are subscribed to it, they get an
email once a week.
So that's a lot of emails, which
is great.
It's good content.
And for the people that aren'tsubscribed to it, they're still
going to get one email a month.
(02:51):
And it's a full guide on a
financial strategy.
And they have the chance to opt in
for the once a week email if theywant to access the guide.
So that's how Breaking Bank works.
And we started doing that a couple
of months ago.
But it wasn't until recent, since
the social media thing startedcoming into play for me.
Whereas like, I'm collecting a lotof emails right now.
Breaking banks, great.
But I also want to have my own
(03:12):
drip campaign promoting us in ourproducts and make it more
personalized because people followme on social media know me for me.
So that's what we started pivotingtowards.
I'll stop there.
You want to like add in anything,
go like realtors or anything likethat.
No, I think that's good.
So I think beginner is just like,
you know, you're doing your onebasic, you're consistent with it.
You're not writing novels.
(03:32):
You're not doing anything crazy.
It might be a video.
It might be a little bit of text.
It's quality content, but it'slargely just rinse and repeat.
Same things come out year overyear around certain timeframes.
get your t4 and now we canrequalify you yada yada yada that
sort of stuff it's a good beginnerlevel i think intermediate level
you get to layering and some ofthose tools you touched on so you
have the vip club you have thatsort of quiz based additional
(03:54):
marketing you add breaking bankwhich is another done for you
service so at the intermediatelevel you're still doing all the
steps of the beginner but you'relayering on these done for you
services and It's increasing thenumber of your outreaches.
It's also changing the variety up.
So your message might resonate
with a realtor, a banking bankmight resonate with a client.
So you're touching more of youraudience.
And then I think that's kind ofwhere once you go past that is
(04:18):
where you get into more of theexpert territory.
Yeah.
And as a side note, if you haven't
listened to our previous episodes,we've talked ad nauseum about
realtor emails we send out once aweek.
Go to those episodes.
I can't really recall what numbers
they are, but we've talked aboutit quite a bit.
And at least if you are into therealtor game.
you should have something goingout to them once a week.
(04:40):
And that's where I wanted to chatwith you about because now that
we're doing the drip campaign thatI'm setting up right now, it's
going to be one email a week.
And it's to our whole database of
emails that we have, including ourreferral partners.
My question to you is, should westill be sending out one email a
week separately to our referralpartners and they're in my drip
campaign?Yeah.
So I don't know.
I think like that's a tough one
(05:01):
because I think that there's a lotof like market research that says
you can send multiple emails andpeople won't unsubscribe.
You won't lose people.
But then I think of myself as a
consumer and I try to reverse therules.
And I think when I get severalemails a week from someone, I'm
like, okay, chill a bit.
There are certain lenders that
(05:21):
send out three emails a week andI'm like, dude, relax.
It's not going to change thevolume of business I send you.
You're just kind of annoying me atthis point.
So I don't want to be thatnuisance to the partner.
But then in the same token, it'slike...
If there's a layer that's qualityenough for them to be flagged on
it, I think it's worth sending anadditional one.
So your like drip campaign mighttouch on an advanced mortgage
(05:42):
strategy.
There might be a rate announcement
where we give them the template tosend all of their clients.
That's a good week to double up.
A week like this week where
everyone's kind of in May 2 -4mode, like everyone just trying to
get through their week.
I don't think you double up this
week.
It's a time and place kind of
thing.
I was actually just going to say
(06:03):
that is they can be one -offs.
was actually just going to say
that is they can be one -offs.
You don't have to follow that
cadence of once a week to thereferral partners outside of the
drug campaign.
And the power of that is, let's
just say it ends up being likeonce a quarter.
You're just doing it on occasionwhen it's actually very timely and
necessary.
just going to The chances of them
opening that is going to be muchhigher because they're like, oh,
(06:25):
okay, like I only get this oneemail.
And in particular, it's our sharedemail that would go to the
referral partners.
They're going to know to open it.
They're going to want to open itbecause it's something that they
think is going to be important.
Not saying that the drip campaign
isn't important, but it's a bitdifferent because what I'm
building out with the dripcampaign is the advanced
strategies that we're teaching.
And naturally, they're going to be
interested in that stuff too.
I've had a lot of realtors reach
out for the cash damning stuff fortheir own portfolio and questions
for their clients.
(06:46):
So I'm naturally going to have
people reach out.
And then for the shared email that
we have, that we do the one -offsthrough YAM, that's going to be
specific to the market updates ormortgage updates, rates, anything
along those lines.
So I like that.
Totally.
I subscribe to Alex Harbozi's
emails.
I never delete.
them but I don't always read themas he sends them so sometimes I'll
have like a Saturday where I havean hour or two I'm just having a
(07:06):
coffee and I just bash read andtake notes on his emails and I
know a lot of our realtor partnersdo this because like people will
be like hey I just read your emailand I'm like oh I sent that like
three months ago and they're likeyeah I just put it all in a folder
and then they read it or theywatch the video so definitely like
(07:27):
the information is valuable enoughto not discard it it's not like
brandon's recipes for weedbrownies it's quality mortgage
content right so i actually don'tknow how to make them so you're on
your own there i digress so thekey piece with this is as you're
adding the layers and as you'readding the intensity as well you
have to be consistent with thequality of them if you're
consistent with the sending ofthem, but the quality is not
there.
People will stop reading them.
You know, you have really greatquality, but you don't send them
(07:48):
enough.
They don't remember you enough.
So you need to be consistent andit needs to be quality.
That's the key recipe to this.
And I think that's the challenge
and where people fall off.
It's really easy to implement
something for a month.
It's very hard for month eight,
nine, 10, or even like using thispodcast as an example, we're over
a hundred episodes.
And sometimes we're coming to a
(08:10):
week and we're like, we're busy,we're tired, we don't feel like a
recording.
It would be very easy to skip
then.
But we have to find another gear
and we try to think, okay, what'sgoing to be valuable?
What's important for brokers tolearn now?
What are people needing toimplement in their business?
And that always brings us back.
down and we come up with an idea.
It actually helps our businessthrough doing this process.
(08:31):
But the focus is always on beingable to be consistent first off,
but then also making sure thatit's of value.
If I had to pick quality versusconsistency, If I had to pick
quality versus consistency, then Iwould be picking quality first.
I had to pick I would be pickingquality first.
Once I have the quality dialed in,then I would keep upping the
frequency without sacrificing thatquality.
(08:51):
And that's like, I think about itfor Mosey, speaking of him, like
he mentioned that he's like, Hey,I don't want to commit to.
doing a weekly email because I'mforced to write something that
might not be quality.
I would rather just send out the
email when something comes to mindthat's of value that my audience
would like.
And that's the approach I'm taking
with the drip campaign.
But the nice part about a drip
(09:12):
campaign is if it's evergreencontent, if I am inspired one day,
I'm like, I have three or fourgreat topics.
I can bang those out, put it intothe drip campaign and put it on
that weekly cadence, which is whatI'm doing.
And that way it is going out oncea week and you still have that
quality.
Yeah.
And just a sidebar here witheverything we're talking about, a
consistency and quality.
If you're at the before beginner
where you're just sending yourbrokerage newsletter to beginner,
just start.
Like, don't be so critical on
(09:32):
yourself of this needs to be agreat email or this needs to be
perfect.
I need quality.
I need everything right out of thegate.
Just start your first couple ones.
I used to always send a weekly
video.
I go back and watch them.
Sometimes they're terrible.
It doesn't matter.
You just need to get.
The ball rolling.
A lot of what I see is people takenotes.
They write email list ideas.
(09:53):
They write email drafts.
They do all of this like quoteunquote research and they never
implement.
You need to put your first version
out there and then build off ofit.
You're not going to get to thelevel of expert if you don't ever
get those first couple of reps.
Yeah, that's very true.
It's hard because you want it tobe quality, but you have to.
(10:13):
go through shit to get better atthe craft.
And so that's where the frequencycomes into play.
That's like anything, like postingvideos on social, same thing.
And I would say though, like ifyou are going to start emailing
your database, you should have anintro.
If you haven't been emailinganyone, you should have an intro,
like reintroducing yourself andwhy you're going to be sending
emails and why it's of value forthem.
And before doing that, I wouldhave a second one drafted, ready
(10:34):
to go.
So that way you're not sending out
an intro email.
And then the next one goes out two
months later.
It's like, oh, it's like, what the
heck is this?They're going to forget, right?
You want to have at least two orthree batch.
And that's my approach to what I'mdoing with the drip campaign.
Nice.
Okay.
I like it.
So we've alluded to it several
times.
Level Expert obviously has some
element of drip campaign in there.
(10:55):
So Tom, why don't you take that
away?You can be crazy and go super
dialed in on.
can be crazy and go super dialed
in on.
specifying your avatar and the
different people that come throughyour funnels.
For example, on social, if I'mposting cash jamming, I can have
it automatically taped as someonethat's interested in cash jamming
when they download a resource andgo through a specific drip
campaign on cash jamming.
I do have one bill.
(11:15):
I might do that because I amfocusing on cash jamming.
But for now, everyone's going intoone funnel to keep it easy for me.
Because if I was trying to make itsuper intricate and complicated, I
wouldn't get to it.
So I would consider myself
intermediate as of right now,building out this drip campaign
expert, maybe would be doing thatweekly cadence, but you also have
those specific funnels, but thenit gets complicated.
For mortgage brokers, you probablydon't have to go that route.
(11:36):
I think if you just funneleveryone in to a weekly cadence
and you just grow the shit out ofyour list as fast as possible,
you're going to get business.
Okay.
Cool.
Let's touch on some of the tools
for each category.
So kicking things off, beginner
level, the number one tool we useis YAM.
It stands for Yet Another MailMerge.
So it's spelled YAM with two M's.
It allows you to send one -to
(11:58):
-one.
Really simple.
You just download YAM.
You build a Google Sheet with
first name, last name, email.
And in your email draft, you have
it written as like, hey, firstname.
body of email, et cetera.
And then you send it through that
sheet, through this Yam extension,and it will say like, hey, Tom,
dah, dah, dah, dah.
It reads one -to -one.
It's really nice and clean.
(12:19):
Visually, I'm a huge fan of it.
You can send test emails toyourself to make sure it looks
nice.
So that's like level one.
With Yam, it's great for that one-to -one.
It's perfect for your referralpartners because your list likely
isn't over.
a thousand.
But if you are trying to use itfor your database, we came into
this problem before where we weretrying to use EM for our full
(12:39):
database and you can't because youhave a limit of 1 ,500 people a
day that you can send EM through.
So you can do it in chunks, but
then it just becomes a huge painif you're trying to send EM to
your database of 5 ,000 people andyou try to chunk it every day.
I try to do that once.
(13:00):
I'm like, this is insane and so
much work to try to like.
cut the list and make sure you're
not sending to the same peopletwice.
So that's the only drawback withYAM.
But if you have a small database,it's great.
I love it.
So yeah, the level above that,
once your database does exceed thecapacity of YAM, is to use a tool
like MailChimp, or we useBrokerMail, which is like
(13:21):
MailChimp, but designed just forbrokers.
Tango agents get it for free.
So it's something that we
integrated with that we love.
But that's kind of where you want
to go because then you're notcapped by exceeding on the
restrictions of the amount ofpeople that can receive it.
Yeah, and you can build thosecampaigns through broker mail too.
Pretty much anything you can do onMailChimp, you can do through
broker mail, which is nice.
Okay, so going to the next phase
(13:41):
of intermediate.
Let's jump into the tools and
resources you would use there.
This is a personal preference, is
a personal preference, but Ipersonally use Kit for my personal
emails going out for the Dripcampaign.
And that's just because of how wehad to organize things.
Because on social, this is kind ofgoing down the rabbit hole, but
the future of social media isfounder -led marketing, where
you're a personal brand.
You pick your topic, your niche,
which for me is advanced mortgagestrategies and some broader
(14:03):
topics.
And from there, you funnel people
to your businesses.
So for us, it's our mortgage biz.
You can kind of count as onemortgage biz in our consulting.
And then you also have Tango.
Any brokers or agents that consume
my content, they can get funneledto Tango as well.
So founder -led marketing led meto go to Kit because I want to
(14:24):
separate it from our actual NorthShore, our mortgage email.
Because people on social media,when they find me, they're not
going to know what North ShoreMortgage is.
So that's why I wanted to do itthat way.
But you can just stay with brokermail at this stage because most
people aren't doing that manythings at once.
But Kit's great because there'ssome other features you have
access to.
You can do advanced tagging.
I personally love it.
(14:45):
And that's really it.
I wouldn't really add any more tothat from an email marketing tool
perspective.
Okay.
And then when we talk about thedone -for -you services, we use
VIP Club, also given to Tangoagents for free, and Breaking
Bank.
So Breaking Bank is Jason
Henneberry, one of our partners,his newest creation.
It's really detailed articles andguidebooks and stuff like that.
(15:07):
You can give your clients and theylove it.
So that's kind of like yourphases.
We won't go into the expert rabbithole because really the expert
rabbit hole, I think is justgetting really dialed in on
segmenting, making sure you haveall those tags set up and you're
utilizing a lot of these sametools, but you're just going
really granular on it and you'reexceeding the scale of it.
broad level tools that help in allcategories.
(15:29):
ChatGBT is great for coming upwith content, also running your
email through chat, just makingsure like, hey, make this more
persuasive.
Hey, remove like... the filler
words like just that little stuffso get your first draft in there
allow chat to iterate and then youadd it off of that i find that's
helpful no matter what levelyou're at that's a great point i
fully forgot about chat gpt whenthat's like the one thing i'm
(15:49):
using right now to create myemails and what i'm doing is i
have my social media custom gptthat i built out a great point i
fully forgot about chat gpt whenthat's like the one thing i'm
using right now to create myemails and what i'm doing is i
have my social media custom gptthat i built out So I was starting
to build out separate emailmarketing custom GPT.
(16:10):
Everything I'm doing right now isaligning with my social media.
So I actually combine the two intoone custom one.
And it's just my email marketingbrain is what I call it.
Tom's marketing brain.
So it's anything I need to do for
social content, for emails, I'lljust tell it the subject and the
topic that I want to talk about.
And it'll build out my hooks, my
video script if I want one, and anemail draft.
(16:33):
for me to use on that specifictopic.
So it sounds like a lot to buildout and it is a bit of time
upfront, but once you have thatbuilt out, it's so much easier to
batch emails.
Yeah.
And these are all little projectsthat don't take more than half a
day.
And these are all little projects
that don't take more than half aday.
(16:54):
Like obviously if you build out atrip thing with a hundred emails,
it might take you a bit more time,but getting the ball rolling does
not take more than half a day.
So, you know, do your yard work on
Saturday.
before you tuck into that bottle
of wine and steak, do a little bitof work on your business and you
can have this rocking and rollingand be ready to go.
Yeah, absolutely.
You can bang out like four quality
emails in an hour.
absolutely.
You can bang out like four qualityemails in an hour.
And that's generous.
If you're using chat GPT and
that's four weeks, you just giveyourself a month of time with an
(17:18):
hour and it's quality content.
And especially if you're building
a GPT, you can upload.
a bunch of resources.
If you're going to advancedstrategy, you can upload all that.
If you're someone that lovesguidelines with underwriting and
all that jazz, you can uploadguidelines that you have from
lenders and stuff and put it inyour GPT and use that so it
understands the guidelines foryour emails that you're sending
(17:39):
out.
Yeah, for sure.
Overarching email content.
A couple things I recommend is
sell more with emotion, not logic.
Show examples of how you help
people achieve things.
The wins show these kinds of
things versus being like, you canget money to renovate.
It's like, cool, awesome.
Why don't you show how a
renovation actually impactedsomeone's life?
So try to reframe that way,especially if you're not getting
engagement or getting any goodfeedback on the emails you're
currently doing.
You might just have to change your
tone and your tact a little bit.
Beyond that, it's really just the
kind of thing that I would say,get the ball rolling, try to
(18:02):
improve each time on your quality.
Maybe send it to another broker,
ask for their feedback, ask yourrealtor partners.
So, you know, do you find value inthis?
After financial advisors say like,am I hitting kind of the nail in
the head with what you're lookingfor?
Is there more you're looking forfrom this email?
And then just keep improving,iterating and time after time, you
will get to a better product.
And the beauty of this is once
it's done.
A lot of this content can be
(18:23):
recycled and reused year afteryear.
So it's not something that youhave to constantly create.
You're building an asset that is along -term value for your
business.
And that email list is hugely
valuable to your business long-term.
Yes.
And it's funny, we didn't even
touch on best practices, but youhit the nail on the head.
If you're structuring an email, inmy opinion, I feel like most of it
(18:45):
should be all quality.
And then if you had a call to
action at the end.
do it as like a PS line.
And for me, a lot of my content,I'm doing text only.
If I have a full video on it, thenI'll hyperlink that full video at
the end.
And usually my full videos have
(19:05):
call actions within itself.
And at the bottom of the email,
for all of my emails, I have twoways I can help you.
And both of them are linking toour businesses.
Nice.
Love it.
All right.
I've gotten several messages from
those of you who are asking aboutthe Ask Challenge.
I don't know if you're counting itas your ask, but that's funny if
you are.
We are, as of this recording,
(19:26):
halfway through May.
So we're coming up on the final
home stretch of it.
I've been consistent with it.
I've got my checklist here.
It's working.
We will be releasing the Ask.
kind of database to our tango
agents we'll probably drop someteasers to the rest of you who
aren't with us just so you can seethe value there as well But I
highly recommend implementing aversion of that if you haven't
(19:47):
already.
But I'm going to use one of my
asks today and just ask that ifyou found value in this episode to
share it with a friend in thebrokering community.
Love it.
Last thing I'll say on the ask
portion is that the nicest partabout it is I don't even really
think about doing it now.
It's just become a muscle.
Yeah, totally.
All right, guys.
Catch you next week.
(20:08):
Cheers.
Bye.
Hello, everyone.
(00:00):
Welcome to this week's episode of
Commission Breath.
Brandon Love here with Tom
Moffitt.
And today we are going to do a
deep dive into email marketing.
And before you turn this off,
there's going to be a littlesomething there for everyone.
So we're going to touch on some ofthe phases you can implement from
the level of a beginner all theway up to an expert.
So pick and choose, kind ofidentify where you're at, and then
(00:22):
start to implement some of thestuff because it will have a
positive impact on your book ofbusiness.
The majority of listeners areprobably beginner level and they
might think they're intermediate.
I've got my own opinion as to like
what an expert level emailmarketer is.
And I think it's very hard to getthere, but there's still those
like traditional old schoolbrokers who are still doing like
(00:43):
the typical newsletters that aregoing out from like their national
brokerage.
And you have some people that are
kicking up a notch and maybe goingwith some like VIP club or
breaking bank.
So you're getting there.
But not many people are at thatexpert level where you're sending
out an email once a week, which alot of brokers think that's crazy.
I'll tell you my opinion on it.
But why don't we go full circle
(01:05):
here, start at the beginning andtalk about beginner level.
I just hear what you thinkbeginner level would be for a
broker.
Yeah.
So I would actually say thatwithout you, I would be a beginner
level just for how I run mybusiness.
What I do.
Right now is one realtor email
once a week.
That's basically it.
In partnering with you, we'veadded layers to that that I think
(01:25):
moves us up the scale.
But prior to that, I was operating
as a beginner level in terms ofemail marketing.
The rest of my prospecting, Ilargely did on text and phone
calls.
And that's how I ran things.
It still works, but I can see nowthe value of adding these
additional layers.
So I think beginner email is like
you have your one.
email that you draft you write it
(01:47):
you structure it it goes out ithink if you You go before that
and you're just sending out thetemplated one from your brokerage.
You're not even really emailmarketing.
You're just...
You're hurting yourself, hurting
yourself, dude.
Yeah, yeah.
You're doing more damage.
Yeah.
Five things you need to do inspring markets is through stuff
your home.
Like that kind of garbage.
Yeah, you're going to hurtyourself.
People are going to unsubscribeand forget about you.
(02:08):
We haven't even really chattedabout this, about like our main
strategy because we're changing alot of shit up.
And that's a great point you made.
You've got your referral partners
and you also have your clients.
And we still haven't struck...
sure what we're going to do goingforward.
For years, we've been doing theone email a week for realtors.
And for our main databasemarketing for clients and any
emails we collect throughanything, they were going on VIP
club.
And most recently, Breaking Bank
(02:30):
for the last couple months.
And if you aren't familiar with
Breaking Bank, the people that...
are subscribed to it, they get an
email once a week.
So that's a lot of emails, which
is great.
It's good content.
And for the people that aren'tsubscribed to it, they're still
going to get one email a month.
(02:51):
And it's a full guide on a
financial strategy.
And they have the chance to opt in
for the once a week email if theywant to access the guide.
So that's how Breaking Bank works.
And we started doing that a couple
of months ago.
But it wasn't until recent, since
the social media thing startedcoming into play for me.
Whereas like, I'm collecting a lotof emails right now.
Breaking banks, great.
But I also want to have my own
(03:12):
drip campaign promoting us in ourproducts and make it more
personalized because people followme on social media know me for me.
So that's what we started pivotingtowards.
I'll stop there.
You want to like add in anything,
go like realtors or anything likethat.
No, I think that's good.
So I think beginner is just like,
you know, you're doing your onebasic, you're consistent with it.
You're not writing novels.
(03:32):
You're not doing anything crazy.
It might be a video.
It might be a little bit of text.
It's quality content, but it'slargely just rinse and repeat.
Same things come out year overyear around certain timeframes.
get your t4 and now we canrequalify you yada yada yada that
sort of stuff it's a good beginnerlevel i think intermediate level
you get to layering and some ofthose tools you touched on so you
have the vip club you have thatsort of quiz based additional
(03:54):
marketing you add breaking bankwhich is another done for you
service so at the intermediatelevel you're still doing all the
steps of the beginner but you'relayering on these done for you
services and It's increasing thenumber of your outreaches.
It's also changing the variety up.
So your message might resonate
with a realtor, a banking bankmight resonate with a client.
So you're touching more of youraudience.
And then I think that's kind ofwhere once you go past that is
(04:18):
where you get into more of theexpert territory.
Yeah.
And as a side note, if you haven't
listened to our previous episodes,we've talked ad nauseum about
realtor emails we send out once aweek.
Go to those episodes.
I can't really recall what numbers
they are, but we've talked aboutit quite a bit.
And at least if you are into therealtor game.
you should have something goingout to them once a week.
(04:40):
And that's where I wanted to chatwith you about because now that
we're doing the drip campaign thatI'm setting up right now, it's
going to be one email a week.
And it's to our whole database of
emails that we have, including ourreferral partners.
My question to you is, should westill be sending out one email a
week separately to our referralpartners and they're in my drip
campaign?Yeah.
So I don't know.
I think like that's a tough one
(05:01):
because I think that there's a lotof like market research that says
you can send multiple emails andpeople won't unsubscribe.
You won't lose people.
But then I think of myself as a
consumer and I try to reverse therules.
And I think when I get severalemails a week from someone, I'm
like, okay, chill a bit.
There are certain lenders that
(05:21):
send out three emails a week andI'm like, dude, relax.
It's not going to change thevolume of business I send you.
You're just kind of annoying me atthis point.
So I don't want to be thatnuisance to the partner.
But then in the same token, it'slike...
If there's a layer that's qualityenough for them to be flagged on
it, I think it's worth sending anadditional one.
So your like drip campaign mighttouch on an advanced mortgage
(05:42):
strategy.
There might be a rate announcement
where we give them the template tosend all of their clients.
That's a good week to double up.
A week like this week where
everyone's kind of in May 2 -4mode, like everyone just trying to
get through their week.
I don't think you double up this
week.
It's a time and place kind of
thing.
I was actually just going to say
(06:03):
that is they can be one -offs.
was actually just going to say
that is they can be one -offs.
You don't have to follow that
cadence of once a week to thereferral partners outside of the
drug campaign.
And the power of that is, let's
just say it ends up being likeonce a quarter.
You're just doing it on occasionwhen it's actually very timely and
necessary.
just going to The chances of them
opening that is going to be muchhigher because they're like, oh,
(06:25):
okay, like I only get this oneemail.
And in particular, it's our sharedemail that would go to the
referral partners.
They're going to know to open it.
They're going to want to open itbecause it's something that they
think is going to be important.
Not saying that the drip campaign
isn't important, but it's a bitdifferent because what I'm
building out with the dripcampaign is the advanced
strategies that we're teaching.
And naturally, they're going to be
interested in that stuff too.
I've had a lot of realtors reach
out for the cash damning stuff fortheir own portfolio and questions
for their clients.
(06:46):
So I'm naturally going to have
people reach out.
And then for the shared email that
we have, that we do the one -offsthrough YAM, that's going to be
specific to the market updates ormortgage updates, rates, anything
along those lines.
So I like that.
Totally.
I subscribe to Alex Harbozi's
emails.
I never delete.
them but I don't always read themas he sends them so sometimes I'll
have like a Saturday where I havean hour or two I'm just having a
(07:06):
coffee and I just bash read andtake notes on his emails and I
know a lot of our realtor partnersdo this because like people will
be like hey I just read your emailand I'm like oh I sent that like
three months ago and they're likeyeah I just put it all in a folder
and then they read it or theywatch the video so definitely like
(07:27):
the information is valuable enoughto not discard it it's not like
brandon's recipes for weedbrownies it's quality mortgage
content right so i actually don'tknow how to make them so you're on
your own there i digress so thekey piece with this is as you're
adding the layers and as you'readding the intensity as well you
have to be consistent with thequality of them if you're
consistent with the sending ofthem, but the quality is not
there.
People will stop reading them.
You know, you have really greatquality, but you don't send them
(07:48):
enough.
They don't remember you enough.
So you need to be consistent andit needs to be quality.
That's the key recipe to this.
And I think that's the challenge
and where people fall off.
It's really easy to implement
something for a month.
It's very hard for month eight,
nine, 10, or even like using thispodcast as an example, we're over
a hundred episodes.
And sometimes we're coming to a
(08:10):
week and we're like, we're busy,we're tired, we don't feel like a
recording.
It would be very easy to skip
then.
But we have to find another gear
and we try to think, okay, what'sgoing to be valuable?
What's important for brokers tolearn now?
What are people needing toimplement in their business?
And that always brings us back.
down and we come up with an idea.
It actually helps our businessthrough doing this process.
(08:31):
But the focus is always on beingable to be consistent first off,
but then also making sure thatit's of value.
If I had to pick quality versusconsistency, If I had to pick
quality versus consistency, then Iwould be picking quality first.
I had to pick I would be pickingquality first.
Once I have the quality dialed in,then I would keep upping the
frequency without sacrificing thatquality.
(08:51):
And that's like, I think about itfor Mosey, speaking of him, like
he mentioned that he's like, Hey,I don't want to commit to.
doing a weekly email because I'mforced to write something that
might not be quality.
I would rather just send out the
email when something comes to mindthat's of value that my audience
would like.
And that's the approach I'm taking
with the drip campaign.
But the nice part about a drip
(09:12):
campaign is if it's evergreencontent, if I am inspired one day,
I'm like, I have three or fourgreat topics.
I can bang those out, put it intothe drip campaign and put it on
that weekly cadence, which is whatI'm doing.
And that way it is going out oncea week and you still have that
quality.
Yeah.
And just a sidebar here witheverything we're talking about, a
consistency and quality.
If you're at the before beginner
where you're just sending yourbrokerage newsletter to beginner,
just start.
Like, don't be so critical on
(09:32):
yourself of this needs to be agreat email or this needs to be
perfect.
I need quality.
I need everything right out of thegate.
Just start your first couple ones.
I used to always send a weekly
video.
I go back and watch them.
Sometimes they're terrible.
It doesn't matter.
You just need to get.
The ball rolling.
A lot of what I see is people takenotes.
They write email list ideas.
(09:53):
They write email drafts.
They do all of this like quoteunquote research and they never
implement.
You need to put your first version
out there and then build off ofit.
You're not going to get to thelevel of expert if you don't ever
get those first couple of reps.
Yeah, that's very true.
It's hard because you want it tobe quality, but you have to.
(10:13):
go through shit to get better atthe craft.
And so that's where the frequencycomes into play.
That's like anything, like postingvideos on social, same thing.
And I would say though, like ifyou are going to start emailing
your database, you should have anintro.
If you haven't been emailinganyone, you should have an intro,
like reintroducing yourself andwhy you're going to be sending
emails and why it's of value forthem.
And before doing that, I wouldhave a second one drafted, ready
(10:34):
to go.
So that way you're not sending out
an intro email.
And then the next one goes out two
months later.
It's like, oh, it's like, what the
heck is this?They're going to forget, right?
You want to have at least two orthree batch.
And that's my approach to what I'mdoing with the drip campaign.
Nice.
Okay.
I like it.
So we've alluded to it several
times.
Level Expert obviously has some
element of drip campaign in there.
(10:55):
So Tom, why don't you take that
away?You can be crazy and go super
dialed in on.
can be crazy and go super dialed
in on.
specifying your avatar and the
different people that come throughyour funnels.
For example, on social, if I'mposting cash jamming, I can have
it automatically taped as someonethat's interested in cash jamming
when they download a resource andgo through a specific drip
campaign on cash jamming.
I do have one bill.
(11:15):
I might do that because I amfocusing on cash jamming.
But for now, everyone's going intoone funnel to keep it easy for me.
Because if I was trying to make itsuper intricate and complicated, I
wouldn't get to it.
So I would consider myself
intermediate as of right now,building out this drip campaign
expert, maybe would be doing thatweekly cadence, but you also have
those specific funnels, but thenit gets complicated.
For mortgage brokers, you probablydon't have to go that route.
(11:36):
I think if you just funneleveryone in to a weekly cadence
and you just grow the shit out ofyour list as fast as possible,
you're going to get business.
Okay.
Cool.
Let's touch on some of the tools
for each category.
So kicking things off, beginner
level, the number one tool we useis YAM.
It stands for Yet Another MailMerge.
So it's spelled YAM with two M's.
It allows you to send one -to
(11:58):
-one.
Really simple.
You just download YAM.
You build a Google Sheet with
first name, last name, email.
And in your email draft, you have
it written as like, hey, firstname.
body of email, et cetera.
And then you send it through that
sheet, through this Yam extension,and it will say like, hey, Tom,
dah, dah, dah, dah.
It reads one -to -one.
It's really nice and clean.
(12:19):
Visually, I'm a huge fan of it.
You can send test emails toyourself to make sure it looks
nice.
So that's like level one.
With Yam, it's great for that one-to -one.
It's perfect for your referralpartners because your list likely
isn't over.
a thousand.
But if you are trying to use itfor your database, we came into
this problem before where we weretrying to use EM for our full
(12:39):
database and you can't because youhave a limit of 1 ,500 people a
day that you can send EM through.
So you can do it in chunks, but
then it just becomes a huge painif you're trying to send EM to
your database of 5 ,000 people andyou try to chunk it every day.
I try to do that once.
(13:00):
I'm like, this is insane and so
much work to try to like.
cut the list and make sure you're
not sending to the same peopletwice.
So that's the only drawback withYAM.
But if you have a small database,it's great.
I love it.
So yeah, the level above that,
once your database does exceed thecapacity of YAM, is to use a tool
like MailChimp, or we useBrokerMail, which is like
(13:21):
MailChimp, but designed just forbrokers.
Tango agents get it for free.
So it's something that we
integrated with that we love.
But that's kind of where you want
to go because then you're notcapped by exceeding on the
restrictions of the amount ofpeople that can receive it.
Yeah, and you can build thosecampaigns through broker mail too.
Pretty much anything you can do onMailChimp, you can do through
broker mail, which is nice.
Okay, so going to the next phase
(13:41):
of intermediate.
Let's jump into the tools and
resources you would use there.
This is a personal preference, is
a personal preference, but Ipersonally use Kit for my personal
emails going out for the Dripcampaign.
And that's just because of how wehad to organize things.
Because on social, this is kind ofgoing down the rabbit hole, but
the future of social media isfounder -led marketing, where
you're a personal brand.
You pick your topic, your niche,
which for me is advanced mortgagestrategies and some broader
(14:03):
topics.
And from there, you funnel people
to your businesses.
So for us, it's our mortgage biz.
You can kind of count as onemortgage biz in our consulting.
And then you also have Tango.
Any brokers or agents that consume
my content, they can get funneledto Tango as well.
So founder -led marketing led meto go to Kit because I want to
(14:24):
separate it from our actual NorthShore, our mortgage email.
Because people on social media,when they find me, they're not
going to know what North ShoreMortgage is.
So that's why I wanted to do itthat way.
But you can just stay with brokermail at this stage because most
people aren't doing that manythings at once.
But Kit's great because there'ssome other features you have
access to.
You can do advanced tagging.
I personally love it.
(14:45):
And that's really it.
I wouldn't really add any more tothat from an email marketing tool
perspective.
Okay.
And then when we talk about thedone -for -you services, we use
VIP Club, also given to Tangoagents for free, and Breaking
Bank.
So Breaking Bank is Jason
Henneberry, one of our partners,his newest creation.
It's really detailed articles andguidebooks and stuff like that.
(15:07):
You can give your clients and theylove it.
So that's kind of like yourphases.
We won't go into the expert rabbithole because really the expert
rabbit hole, I think is justgetting really dialed in on
segmenting, making sure you haveall those tags set up and you're
utilizing a lot of these sametools, but you're just going
really granular on it and you'reexceeding the scale of it.
broad level tools that help in allcategories.
(15:29):
ChatGBT is great for coming upwith content, also running your
email through chat, just makingsure like, hey, make this more
persuasive.
Hey, remove like... the filler
words like just that little stuffso get your first draft in there
allow chat to iterate and then youadd it off of that i find that's
helpful no matter what levelyou're at that's a great point i
fully forgot about chat gpt whenthat's like the one thing i'm
(15:49):
using right now to create myemails and what i'm doing is i
have my social media custom gptthat i built out a great point i
fully forgot about chat gpt whenthat's like the one thing i'm
using right now to create myemails and what i'm doing is i
have my social media custom gptthat i built out So I was starting
to build out separate emailmarketing custom GPT.
(16:10):
Everything I'm doing right now isaligning with my social media.
So I actually combine the two intoone custom one.
And it's just my email marketingbrain is what I call it.
Tom's marketing brain.
So it's anything I need to do for
social content, for emails, I'lljust tell it the subject and the
topic that I want to talk about.
And it'll build out my hooks, my
video script if I want one, and anemail draft.
(16:33):
for me to use on that specifictopic.
So it sounds like a lot to buildout and it is a bit of time
upfront, but once you have thatbuilt out, it's so much easier to
batch emails.
Yeah.
And these are all little projectsthat don't take more than half a
day.
And these are all little projects
that don't take more than half aday.
(16:54):
Like obviously if you build out atrip thing with a hundred emails,
it might take you a bit more time,but getting the ball rolling does
not take more than half a day.
So, you know, do your yard work on
Saturday.
before you tuck into that bottle
of wine and steak, do a little bitof work on your business and you
can have this rocking and rollingand be ready to go.
Yeah, absolutely.
You can bang out like four quality
emails in an hour.
absolutely.
You can bang out like four qualityemails in an hour.
And that's generous.
If you're using chat GPT and
that's four weeks, you just giveyourself a month of time with an
(17:18):
hour and it's quality content.
And especially if you're building
a GPT, you can upload.
a bunch of resources.
If you're going to advancedstrategy, you can upload all that.
If you're someone that lovesguidelines with underwriting and
all that jazz, you can uploadguidelines that you have from
lenders and stuff and put it inyour GPT and use that so it
understands the guidelines foryour emails that you're sending
(17:39):
out.
Yeah, for sure.
Overarching email content.
A couple things I recommend is
sell more with emotion, not logic.
Show examples of how you help
people achieve things.
The wins show these kinds of
things versus being like, you canget money to renovate.
It's like, cool, awesome.
Why don't you show how a
renovation actually impactedsomeone's life?
So try to reframe that way,especially if you're not getting
engagement or getting any goodfeedback on the emails you're
currently doing.
You might just have to change your
tone and your tact a little bit.
Beyond that, it's really just the
kind of thing that I would say,get the ball rolling, try to
(18:02):
improve each time on your quality.
Maybe send it to another broker,
ask for their feedback, ask yourrealtor partners.
So, you know, do you find value inthis?
After financial advisors say like,am I hitting kind of the nail in
the head with what you're lookingfor?
Is there more you're looking forfrom this email?
And then just keep improving,iterating and time after time, you
will get to a better product.
And the beauty of this is once
it's done.
A lot of this content can be
(18:23):
recycled and reused year afteryear.
So it's not something that youhave to constantly create.
You're building an asset that is along -term value for your
business.
And that email list is hugely
valuable to your business long-term.
Yes.
And it's funny, we didn't even
touch on best practices, but youhit the nail on the head.
If you're structuring an email, inmy opinion, I feel like most of it
(18:45):
should be all quality.
And then if you had a call to
action at the end.
do it as like a PS line.
And for me, a lot of my content,I'm doing text only.
If I have a full video on it, thenI'll hyperlink that full video at
the end.
And usually my full videos have
(19:05):
call actions within itself.
And at the bottom of the email,
for all of my emails, I have twoways I can help you.
And both of them are linking toour businesses.
Nice.
Love it.
All right.
I've gotten several messages from
those of you who are asking aboutthe Ask Challenge.
I don't know if you're counting itas your ask, but that's funny if
you are.
We are, as of this recording,
(19:26):
halfway through May.
So we're coming up on the final
home stretch of it.
I've been consistent with it.
I've got my checklist here.
It's working.
We will be releasing the Ask.
kind of database to our tango
agents we'll probably drop someteasers to the rest of you who
aren't with us just so you can seethe value there as well But I
highly recommend implementing aversion of that if you haven't
(19:47):
already.
But I'm going to use one of my
asks today and just ask that ifyou found value in this episode to
share it with a friend in thebrokering community.
Love it.
Last thing I'll say on the ask
portion is that the nicest partabout it is I don't even really
think about doing it now.
It's just become a muscle.
Yeah, totally.
All right, guys.
Catch you next week.
(20:08):
Cheers.
Bye.
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