WEBVTT
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So big news in my life.
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Um, I just published a book and the final version will come out August 4th.
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And if you go out and you want to get a copy of the book August 4th through 18th, you can get a copy of the book on Amazon.
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There you can get it in an ebook or an audiobook.
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The ebook is 99 cents from the 4th through the 18th.
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And then as if you come and you come to our website and let us know, we will send you a free um audiobook as well.
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And you can find the actual final uh produced book right here, origination boost, right on Amazon.
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And uh I hope you check it out.
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It's more than just a book about lone officers, it's more of a story about how I've overcome many things in my life uh to win the day.
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And I hope that you find value in it.
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It's an easy read.
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And I hope you uh go check us out on Amazon.
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And I'd be honored if you'd share this with your friends.
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Hi, I'm Mandy Feely Swain, and this is another episode of Origination Boost Podcast.
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Today, my guest is Joe Wilson with Social Coach, and he is here to share all the goodness about social media.
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So if you've been waiting to get the insight about social media, he is the guy to go to.
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So tell us a little bit about your background and how you got into this job career and what you see coming in the future.
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I think that that's what loan officers are going to be excited to hear about.
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Yeah, definitely.
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And thanks so much for having me on.
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Um yeah, so I've been in the mortgage and mortgage technology business for the last 20 plus years.
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Uh, started out as a loan officer, quickly transitioned uh actually after about five years to the technology side.
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So work for companies like LE May, uh, was uh the CRO at Simple Nexus, and then about six years ago, founded this company Social Coach.
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Um, because we found like, you know, starting a bunch of years ago, the need for loan officers to really be on social media and make sure that it is compliant at the same time is it was super important.
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And so that's compliance.
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Yeah, I mean, it sounds super boring, but when you look at, you know, we now have over 10,000 loan officers on this platform across 60 plus different companies, um, and rolling this out at the enterprise level.
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There needs to be that control over what you say and how you say it, but you don't want to get in the way of loan officers being able to say what they want to say at the same time.
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Because, you know, if there's anything that I've learned, it's that people are so reticent to get on social media to begin with.
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Anytime you put a blocker or a funnel or anything in front of them to prevent them in the slightest, they're just gonna throw their hands up and say, We don't want to do this.
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So trying to make that as simple and easy as possible to allow more people to see the benefits of social media.
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Um, where we now see, you know, across the board, loan officers are getting about anywhere from 10 to 30 percent of their business from directly from social media on average.
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Now, the more you use it, obviously the better you're gonna get, but that's about the average.
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Yeah, I find it fascinating because I'm one of those people that was in that group that you said, uh, you know, barriers to entry, anything that it's like it's like one of those things like I know I have to do it, but it's not my most favorite thing, right?
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And we are our own worst critics when it comes to video, we're our own worst critics when it comes to the sound of our own voices.
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Um, so for me, for a while I just couldn't even watch the videos.
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I was like, okay, I'm doing this, but I'm not in love.
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And um, but I do love social culture because it makes it very easy, right?
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I can read a teleprompter on my phone very quickly, and I can just it literally hit the button and it goes and it comes back and it makes me look good.
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If I miss something, I just kind of scroll back to that paragraph and you guys edit it out and it makes it easy for me.
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And again, that compliance piece, right?
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I'm in 40 states as a licensed loan officer.
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And so being able to have that assurance that what I'm putting, the content I'm putting out is um compliant is key in the scheme of things, right?
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That's the bummer of uh probably mortgages, the compliance side of it, but it's real and it's alive and it's it's out there.
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And so I've really enjoyed that part of it.
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So tell me on uh what you've seen with loan officers and how how are they getting into social media?
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I mean, like and what which ones are really winning?
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Because I think that there's a difference between just being on social and doing a few videos and then like winning on social, right?
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Yeah, there's a not just a little difference, there's a dramatic difference to it.
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And I think you you kind of hit it on it just a second ago saying, you know, it's something that you that a lot of people feel like they need to do.
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And I feel like that's the biggest uh deterrent to being a successful loan officer on social media today.
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And it's treating it like a marketing tactic that I'm just it's on my list of things to do.
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Today I'm gonna go pick up my coffee, I'm gonna take my dog to the groomer, and I'm gonna get my social media done, and that's just it, right?
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That's a social media marketing perspective where I think the loan officers that really differ are th people that treat it like a sales tactic, right?
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So I'm not social, I'm not doing my social media, I'm doing a social selling strategy, right?
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So when I was an officer, you know, 20 years ago, I had my my manager, right?
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We're just getting in the business, and my manager's like, All right, here's your list of sales tactics that you're gonna do every day, right?
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And this is you know a really long time ago, and so he's like, I literally was handed a yellow book or yellow yellow pages and was like yellow yellow pages, yeah.
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Just start dialing, Joe.
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You'll you'll figure it out as it goes along.
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Yeah, and that was that was the tactic, right?
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And so I would just like, all right, let me just open it up, start dialing, and I didn't even know mortgage had a T in it, right?
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Um, but but we we figured it out as we went along, and then you know that evolved into I developed relationships with realtors, I would bring them donuts in the morning, I would take people out to lunch, we would go golfing, we would do all these different things, and those were my my sales tactics I would do, and I had my list of things I wanted to do every single week.
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Now, what I'm seeing the really successful loan officers that are treating social media like a sales tactic is they're realizing this is where all my referral partners are.
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This is where my potential borrowers are.
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Here's where I can go to build an online resume of myself that will show my past clients having experiences with me, me educating consumers online so that when they when a potential consumer is being referred to me, they look me up on Instagram or Facebook or whatever, they can see that I know my stuff.
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And that's part of what it really is.
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So it's consistently thinking about where do I need to be to reach the most people and educate the most people, that the decision to work with me becomes a no-brainer.
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Yeah.
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Are you seeing people that are actually lead capturing on social, or is it more a validation of the work product you put out doing all those other things, right?
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You you're doing all those other sales strategies, not necessarily the yellow pages anymore, the white pages, but you are, you know, you're doing all these social strategies, and then people are looking for validation of how if you're if you're a quality person, if you if you know your stuff, all of those things from social media.
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How how are how are successful loan officers really ringing the bell with social media?
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I guess.
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I guess what's the secret sauce, right?
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Yeah, what's the what are the tactics that work specifically that can help capture business?
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I think that, yeah, that's a great question.
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So a lot of a lot of people are looking and trying to figure out like what's my ROI?
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How do I how do I like capture a lead?
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How can I say this is a loan that came directly from social media, and that's really difficult to do, right?
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And like what's what's the one thing I need to do that's gonna get people to convert to say apply now, right?
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Let me push that button and apply now.
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Why what is that thing?
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Um, and there's there's a couple of really good answers to this, and none of them are really what you want to hear, probably.
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It's fine.
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I'm used to non-sexy things in the mortgage space, right?
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Mostly we do the non-sexy things, and that's what's wins the day.
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Um, so I'm I'm very used to being being told that you have to do the things that you know you'd be surprised about or the things that are are are the easiest, but kind of eat the frog.
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I don't know.
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Yeah, no, you're you're absolutely right.
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Yeah, and I think the the the biggest indicator for success when we look at the data, right?
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And so we do again, you know, 10 across 10,000 loan officers, you can start to develop some trends and see what's going on there.
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And the big thing that we're seeing is loan officers that really embrace consistently posting videos.
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Okay, that's the I mean that's that's the hardest one.
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But if you if you can whatever consistency means to you, if that's one time a week, if that's two times a month, probably that's a little light.
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But if you can get one, if you can do one video a month or a week, excuse me, or better if you could do two videos a week and just show up.
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I don't even care how polished you look, what you're talking about, you know, whatever it is, um, show up, put a put two videos out a week, make a plan, work with your marketing team.
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You know, you're lucky to work with such great uh you have a great marketing team.
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I know it helps out so much.
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They're awesome.
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They're they're they're incredible and they help you out with different script ideas and things like that, but just show up consistently two times a week on video.
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And if you do that for a period of time, let's call it you know, three, six months, you're gonna start seeing a lot of uh business start to come from there.
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So that's that's kind of the basis for it.
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Now, there's a couple other things that you probably should be doing that will show you that you're actually getting these loans from from business from social media, and this is where I think most people kind of break the the the trend here, what is actually being successful.
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Number one is having some kind of link in your bio on Instagram.
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Most business we're seeing is coming from Instagram and or Facebook, Facebook, excuse me.
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And um, so having a link that goes to a landing page that is simple enough for people to navigate.
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So whether that's using a simple like link tree landing page experience, like social coach has one.
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Um, I think you guys are using it there, um, called player cards.
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It's like a you know, virtual business card.
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You can have as many links on there as you want, um, and having an apply now link on there that actually will capture that business when people are interested from looking at your videos or being referred by a realtor and using that as the start of entry point to your ecosystem, right?
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So I want someone to come in and then get my newsletter or you know, apply now, or just that I have their name and email, I can start reaching out to them and being part of my my whole marketing ecosystem.
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So getting people in that top of funnel, I think is really important.
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But then the the really, I think the biggest thing is inside of your CRM or inside of your LOS, having a field in there before it gets to processing that says, was this a social assisted loan?
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Yeah, did they did they at least talk?
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Did they say they came from social media?
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They saw my video, they you know what what was it?
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There was ask the ask that question.
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Say, hey, did you happen to see any of my videos or look at me online or anything like that?
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And when we ask that question, we start to get some answers about where these people actually came from.
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Because there might be multiple things that we do as loan officers that drive new business, but we want to see is my social activity actually driving traffic in a meaningful way?
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So if we don't ask that question, we're not gonna know the answer.
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We might have this person might have come from a referral.
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The realtor called me up, said, Hey Mandy or hey Joe, like I got this new lead for you, right?
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And they sent them, but they they found you online, they mentioned it to the realtor, and that's why they referred you back.
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They because the realtor or the other referral source wants to take that credit for it, right?
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But the bar can tell you the real story.
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They saw your oh, yeah, I've seen your videos for the last couple months and I've been wanting to work with you.
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So I'm so excited that my realtor referred you to me, right?
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That's what we need to start tracking.
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And then when you see those trends, you see, wow, gosh, 20, 30, 40, 50% of my business has seen me online, that means that it's working.
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Yeah, fantastic.
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Well, you hit on two topics that I couldn't agree more on is consistency is everything, right?
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Like if you start and stop, that's when you lose momentum, I think.
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That's when uh it and that's in any part of any business, right?
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I mean, if you're selling hamburgers and you stop selling hamburgers, your customers are you're gonna lose customers and then you're gonna have to build the customer base back up to start selling hamburgers again.
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I mean, it can be any business, but the start stop is real.
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And so that consistency, and that's what I've done in the last uh year, year and a half, is I really committed to being on social.
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I really committed to being present.
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And it's funny, I uh went and I had a necklace that my husband had given me and it needed fixed.
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And I went to get the class fixed.
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And they said, Oh my gosh, you are everywhere.
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I see you everywhere.
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And I thought, I am not everywhere, like I am home in my UG slippers, but uh uh it that perception became reality, right?
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I'm posting on social enough that they're like, wow, you're really out there.
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And it was a good thing, you know, it wasn't perceived negatively.
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And I thought, wow, so that those little seeds that you plant every week.
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And it does take time to build that effort, I think.
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It can't be just, you know, you're not gonna see like you're gonna post four times in a month and that's it.
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You're just ringing the bell.
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I don't think it's like that.
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I think this is the long game in a business plan.
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Um, I think you're gonna still have to have those nuggets in the in an LO's business that are getting you business right away, those realtor relationships, the builder relationships, your database calls.
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But I do think it's fantastic.
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And and what I've heard is happening is, you know, like um being able to follow around your database on social media or your you, you know, your geofencing an area that you want to market.
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I think that those those that's kind of the next level.
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And since you've been in the tech space for 15 years, I'm kind of interested in what you see coming on that side of things.
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Yeah, that's great.
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And I I I love your point on consistency.
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That's the number one indicator for success in literally anything, right?
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Yes, anything your your relationships and your gym workouts, and you know, but yeah, it is, and I loved it.
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I love that the people recognize you in a spot that you wouldn't even expect it to have happened.
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Oh, it was like wow all the time, right?
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And that's the that's the power of socials, like you don't get to control who sees your message, right?
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And you might be reaching out, you might be seeing that seed being planted, like you said, that hey, maybe that person who was repairing your necklace has a friend who's buying a house.
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Yeah, and they're like, Oh, yeah, then they connect that point there, right?
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That's that's amazing.
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But yeah, from a technological standpoint, and I think there's there's so many really interesting things that um we're seeing that and we're working on right now, but um, I can't share all of them with you.
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But um, one thing that I think is is is really powerful is is one thing that you nailed on, and that is uh really looking at your entire database and how are you communicating with them, right?
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When we look at social media, we think of social selling.
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Um, how are we communicating with borrowers in the way that they and realtors really and other referral sources in the way that they prefer to be communicated with?
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Um, when was the last time you read through all of your emails?
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I mean, really, and now I'm getting I'm getting so many text messages every day that like I literally I'm I'm terrible.
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I don't think I respond to all my text messages every day anymore.
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And it's it's actually kind of bad.
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And I really should probably fix that.
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But um, you know, there's other ways to communicate um via DMs, via um messaging somebody directly in their comment section.
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Um I think that following following your more people from your database of clients and referral sources and making meaningful comments and likes and uh engagement with their content is something that's really, really powerful.
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Most people focus on creating content, not necessarily engaging with others' content, right?
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And that's that's I think one of the special sauce.
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I spend probably 30 minutes a day just engaging with other people's comment content.
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So people I want to do business with, so other, you know, different CMOs or leaders of these mortgage companies, different loan officers.
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So if I'm a loan officer, I should be engaging with realtors, with builders, with lawyers, with um people in my community that I think could potentially be home buyers or sellers or refinancers in the next 30, 60, 90 days.
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But yeah, re-share on your story their their most recent listing because they're gonna see that you shared it when they look at their feed, right?
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They're gonna see that in their updates.
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Yeah, make a simple, yeah, reshare their content in your story.
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Um, ask a question in their comments about when they post an open house, ask a question.
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Hey, something simple and kind of off the wall, even I think really works.
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Like, what type of um countertops are those in the kitchen?
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Or is it or you know, something that's gonna get them to like you know, help promote that house?
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Or like, oh my gosh, that pool in the backyard, look, it looks like a resort.
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I want to go hang out there for the weekend, right?
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Like, ask, like, ask a question, find a commonality, um, or you know, give them a compliment about themselves or their listing, and that will go so much farther.
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People when people do that to me, I like I get excited.
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I can't believe that someone's actually spent the time to leave a meaningful comment on my content.
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That doesn't happen every day, and so I think you can do that to somebody else.
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That will like that will help them remember you.
00:18:04.319 --> 00:18:12.559
And in this game, that's the biggest thing is I need I need everybody to remember me at that point when it becomes important to them, right?
00:18:12.720 --> 00:18:16.640
For a potential borrower, I you might I don't care if you think about me all the time.
00:18:16.720 --> 00:18:20.640
I just want you to think about me when you're thinking about refinancing or buying a home, right?
00:18:20.880 --> 00:18:26.000
When a realtor, I don't care if you think about me all day long, just when there's a referral, someone that you have that you want to work with, right?
00:18:26.160 --> 00:18:33.039
But they need to remember you, and the way they're gonna remember you is consistently showing up in their feed or engaging with their content.
00:18:33.279 --> 00:18:35.440
Yeah, I think that that is really true.
00:18:35.519 --> 00:18:38.720
And we're so data overloaded, right?
00:18:38.880 --> 00:18:41.599
But like you said, e so many emails, right?
00:18:41.920 --> 00:18:49.839
You wake up in the morning and you've got junk emails, or you've got you've signed up for, you know, you bought stuff at Christmas time, and now you're on these all these emails, right?
00:18:50.079 --> 00:18:57.119
You know, Dick Sporting Goods and Macy's or whatever, and you've got this flood of of content coming your way.
00:18:57.200 --> 00:19:04.400
And then in your text messages, you now you've signed up for all those text messages to get all the alerts, and and you don't even know sometimes that you've signed up for them.
00:19:04.559 --> 00:19:05.759
So you're getting all those.
00:19:05.920 --> 00:19:11.440
And then in addition to that, you're getting overloaded with social media um as well.
00:19:11.599 --> 00:19:17.440
So I love the idea of commenting because that is engagement in the in backward, right?
00:19:17.599 --> 00:19:22.160
That's like opposite of putting out there your your your contributing.
00:19:22.240 --> 00:19:25.519
And I do think that that's that is a great way to get noticed.
00:19:25.680 --> 00:19:30.720
Um, two things I want to talk about is is there a better time to post?
00:19:30.960 --> 00:19:35.440
Like I've heard all different ideas of like when is the best time to post.
00:19:35.680 --> 00:19:45.119
But for me, one of the first things I do in the morning is I kind of wake up, I have my tea, I you know, I turn on CNBC to kind of see how the market's doing.
00:19:45.279 --> 00:19:51.119
And then I'm I check and then kind of do my email check in the morning, and then I'm do my social media.
00:19:51.279 --> 00:19:55.119
And and so maybe for me to catch me morning is better.
00:19:55.200 --> 00:20:01.839
And I've heard like some people are like, no, you if you put it like four or five in the morning, then a lot of those morning people are gonna get it.
00:20:01.920 --> 00:20:10.640
Or no, people put it after five, or I've heard many things, and so in the 10,000 loan off servers that you're seeing, is there like a time?
00:20:10.799 --> 00:20:12.480
I mean, what's the advice?
00:20:12.799 --> 00:20:15.599
Yeah, that that's the question I get almost daily.
00:20:15.680 --> 00:20:19.759
Um, and our team gets daily, and it's because everyone wants, okay, I'm gonna I'll I'll do it, Joe.
00:20:19.920 --> 00:20:21.440
I promise if you tell me 10 a.m.
00:20:21.519 --> 00:20:22.480
I'm gonna post 10 a.m.
00:20:22.559 --> 00:20:29.279
on Tuesday because we are all so like that's like we want to make the most of our content, and it's so that's such a great and earnest question.
00:20:29.519 --> 00:20:33.839
The the unfortunate answer is that there really is no right time to post.
00:20:34.000 --> 00:20:44.799
The algorithms that these social media platforms have now are going to surface surface up the content that you post to the right people whenever they log in because everyone's on their own time frame.
00:20:44.880 --> 00:20:49.440
If you would have asked me this question like three or four years ago, I would have told you like 9, 10 a.m.
00:20:49.680 --> 00:20:57.839
on a weekday, um, but also four or five o'clock on a weekday, because then it's like people are after work or whatever, but it it really doesn't matter.
00:20:58.079 --> 00:21:07.519
And but there is, but with the big asterisks and um the the big thing though is you want to kind of hit a time when you think that there will be a lot of people on.
00:21:07.599 --> 00:21:09.519
So I do think the morning and the evening are good.
00:21:09.599 --> 00:21:20.640
And the reason for that is what happens when you post a video or you post a reel or an image or whatever you post, what the what Instagram and Facebook and the other platforms do is they test it.
00:21:20.720 --> 00:21:27.039
So they just they throw it out to a bunch of people, to a bunch of your followers, to a bunch of non-followers right at that moment, right there.
00:21:27.200 --> 00:21:34.400
So depending on how the first couple people interact with your content will determine how much more they start to show it to more people.
00:21:34.640 --> 00:21:40.400
So that first that first hour, the first even the first 15 minutes is super critical.
00:21:40.640 --> 00:21:48.000
So, what most people recommend is is if you are on um after you post, stay on, stay on that platform.
00:21:48.160 --> 00:21:54.079
And if you get any likes or um any comments, go respond to those comments immediately.
00:21:54.319 --> 00:21:59.680
If there's any likes, go on and find who liked you and go to their last post and like it back.
00:22:00.000 --> 00:22:01.039
Or comment on something there.
00:22:01.119 --> 00:22:02.400
So then maybe they'll comment on yours.
00:22:02.480 --> 00:22:11.759
Because the more comments or the more shares you get, that equals the best possibility for your your actual post to go higher on the engagement scale.
00:22:12.640 --> 00:22:13.519
Good, good, good.
00:22:13.599 --> 00:22:14.160
I love that.
00:22:14.240 --> 00:22:20.960
That and that's another reason to share your your share your uh referral partners content as well.
00:22:21.119 --> 00:22:27.599
So that maybe the you they will share yours and and reciprocity is is alive and well that way.
00:22:28.000 --> 00:22:38.319
So follow-up question to that is are you seeing successful LOs spend money when they're posting certain content to elevate that content, right?
00:22:38.559 --> 00:22:39.680
Oh, to boost the content.
00:22:39.839 --> 00:22:40.160
Uh-huh.
00:22:40.400 --> 00:22:45.039
You know, I haven't heard of any people have a lot of success with boosted content.
00:22:45.279 --> 00:22:50.799
Um, you know, and I'm sure there are people who have, and I'm I just haven't heard very many of those stories.
00:22:50.960 --> 00:22:53.519
I think organic content is gonna get you the best.
00:22:53.599 --> 00:22:59.039
Um, if you if you're posting good content, you are going to get those organic views no matter what.
00:22:59.200 --> 00:23:03.920
Um, if you're posting bad content and you want to get more views on bad content, go ahead and boost it.
00:23:04.079 --> 00:23:13.839
Um, there's there's a time and place for that, especially if you have something like an event that you want people to come to, you're trying to get people to click on a downloadable asset or something like that.
00:23:13.920 --> 00:23:17.680
I think spending putting some money behind it is an okay strategy.
00:23:17.920 --> 00:23:25.119
But I think for most loan officers, doing an organic, um just meaning unpaid strategy is probably the best.
00:23:25.279 --> 00:23:29.920
Just that again, that consistency of posting and it will develop over time.
00:23:30.079 --> 00:23:31.839
It's not that instant success.
00:23:32.079 --> 00:23:45.599
So if you're looking for an instant response, you want people to sign up for something, or maybe try to get people to like apply who are currently looking for a loan, then maybe a paid strategy is better than an organic strategy.
00:23:45.920 --> 00:23:46.400
Yeah.
00:23:46.720 --> 00:23:54.160
So of all these videos, I'm sure you've watched tons of great videos and tons of okay videos and tons of not okay videos.
00:23:54.400 --> 00:23:58.880
Um, what but and some of them you see just hit harder.
00:23:59.119 --> 00:24:04.079
And I think uh um that's always the the question.
00:24:04.160 --> 00:24:06.079
I'm always trying to be very professional.
00:24:06.160 --> 00:24:12.640
And then on the flip side, they're like, man, you really you can put a baseball cap on, walk down your sidewalk, and it's okay to do that.
00:24:12.720 --> 00:24:20.720
And I'm like, that seems so foreign to me because I've been in the mortgage space 30 years and it's just been, you know, it's a to me, it's a very much serious profession.
00:24:20.799 --> 00:24:25.359
I mean, you're helping people with the biggest investment they'll ever make, and I just feel weird doing it.
00:24:25.519 --> 00:24:31.279
But many loan officers I've talked to that are very successful on social are just them.
00:24:31.440 --> 00:24:43.039
I mean, it could be their kids are running crazy in the back and or they're they're they you know, they've just can't come off a run and they're sweaty and hot and they do this video and it really hits with people.
00:24:43.440 --> 00:24:45.839
What is that just the humanness of social?
00:24:46.160 --> 00:24:49.119
Or I mean, I I because I am I I I struggle with that.
00:24:49.200 --> 00:24:58.480
Like Candace, you know, I I adore Candace and she's like, Mandy, just just do a quick one and just don't worry, you know, just just put it right in your face and just do it.
00:24:58.640 --> 00:25:00.559
I'm like, I have a hard time with that.
00:25:00.799 --> 00:25:03.279
So I mean, thought process on that.
00:25:03.440 --> 00:25:07.119
Like, I just yeah, I think yeah, absolutely.
00:25:07.279 --> 00:25:19.039
I I think you're you're ex you're expressing something that most people feel, and that's like I need to look professional and be professional because I'm dealing with people's biggest transaction of their entire life.
00:25:19.279 --> 00:25:21.200
And I totally, totally value that.
00:25:21.279 --> 00:25:23.200
And you need to be professional.
00:25:23.359 --> 00:25:30.079
Um, but I think the and it's not about how you look, um, because you could, I mean, you look p phenomenal, right?
00:25:30.160 --> 00:25:35.359
And it's like that's just that's who you are, and that's just like you know, you're you're put together, you're you wrote a book.
00:25:35.519 --> 00:25:37.279
Look at this origination boost.
00:25:37.359 --> 00:25:38.240
You need to read that book.
00:25:38.319 --> 00:25:40.079
We need to order it, I'm sure, on Amazon or something.
00:25:40.400 --> 00:25:45.680
Yes, I I thank you because I I told Candace, I said I promise I will remind everyone.
00:25:45.920 --> 00:25:48.559
August 4th is the official launch of the book.
00:25:48.720 --> 00:25:52.079
It's officially um being published on August 4th.
00:25:52.160 --> 00:25:59.440
And um, yes, in my life bingo card, I did not think I'd be writing this book, but it is really more than just for originators.
00:25:59.599 --> 00:26:06.319
It's just uh, it has lots of sales tips in it and just mindset shifts that you can have in your life.
00:26:06.480 --> 00:26:10.720
Um, to just, we really love amazing humans that just happen to be really good at home loans.
00:26:10.880 --> 00:26:21.039
So the book is just about how to be even a more amazing human and some of the struggles I've gone through and powered through to, you know, in my 30-year career in the spit mortgage space.
00:26:21.200 --> 00:26:23.359
So yes, thank you, Joe, for reminding everyone.
00:26:23.599 --> 00:26:25.359
August fourth the book comes out.
00:26:25.440 --> 00:26:26.880
That was a perfect segue.
00:26:26.960 --> 00:26:30.640
But anyway, yes, back to what people are putting on social.
00:26:30.720 --> 00:26:34.640
Like I'm sometimes I'm very engaged that they're just kind of a hot mess, honestly.
00:26:34.799 --> 00:26:37.039
I mean, not a smoke show, but a hot mess.
00:26:37.200 --> 00:26:43.359
And uh uh I I think that, you know, I guess it goes either way, but I find that I'm I'm engaged with that, right?
00:26:43.440 --> 00:26:44.960
I'm engaged with the humanness of it.
00:26:45.200 --> 00:26:46.799
Yeah, and I think that's exactly it.
00:26:46.880 --> 00:26:54.880
It's the humanness of it, but it's not a it's not, it's less about how you look or how you're acting or what's in the background, and more about the story.
00:26:55.039 --> 00:26:57.200
That's the human level that we want to connect with.
00:26:57.279 --> 00:27:04.960
And it's about so when we when I dissect and we look at the data on okay, what are what what's the makeup of these successful videos?
00:27:05.119 --> 00:27:06.799
It's the store, it's the hook.
00:27:06.960 --> 00:27:11.519
How did you start the story and what captured that person's interest?
00:27:11.599 --> 00:27:14.720
Because you have less than a second now to capture their interest.
00:27:14.960 --> 00:27:18.559
So you have it has to be like super interesting right at the beginning.
00:27:18.720 --> 00:27:23.039
You can't say you can't start with, you know, hi Joe Wilson here.
00:27:23.119 --> 00:27:24.880
You know, it's like oh, you already lost me.
00:27:24.960 --> 00:27:26.640
I scroll past, yeah.
00:27:26.880 --> 00:27:28.000
Move moved on, right?
00:27:28.160 --> 00:27:33.119
Yeah, it's more of like I just got this person approved that I never thought would happen.
00:27:33.440 --> 00:27:35.839
Okay, yeah, declined to closed.
00:27:36.000 --> 00:27:37.359
I mean, let's do that, right?
00:27:37.440 --> 00:27:39.440
I mean, you gotta you that's how long we have.
00:27:39.599 --> 00:27:40.559
I think that that's so true.
00:27:40.640 --> 00:27:47.200
I used to think the psychological, I used I was reading about it, and we psychologically, I think people had three seconds.
00:27:47.279 --> 00:27:48.720
Now we're down to one second.
00:27:48.880 --> 00:27:57.519
Oh my goodness sakes! Like you may have to have something wild to start to get them to engage and stay with you for 30 seconds.
00:27:57.759 --> 00:27:59.680
Yeah, but I mean, you've got great stories.
00:27:59.839 --> 00:28:02.400
Um, you everybody, every loan officer has them, right?
00:28:02.480 --> 00:28:08.079
We all have amazing stories of turnaround experiences about the loans.
00:28:08.160 --> 00:28:10.000
I think things that I see are really successful.
00:28:10.160 --> 00:28:19.839
Talking about loan scenarios that actually happened, or or not even just like crazy ones, but just like I had this borrower that had a you know$500,000 budget.
00:28:19.920 --> 00:28:20.960
We ended up getting them, you know.
00:28:21.039 --> 00:28:27.119
I partnered with so-and-so realtor, they found this amazing house and Laguna Hills and whatever, you know, yada yada yada.
00:28:27.279 --> 00:28:31.359
But like talking about those scenarios, that's because that's what people can connect with, right?
00:28:31.599 --> 00:28:31.839
Right.
00:28:32.160 --> 00:28:36.960
What is it that that's something that is connecting with me because I have that same scenario, right?
00:28:37.200 --> 00:28:39.759
Okay, now I know Candace can help me.
00:28:39.920 --> 00:28:47.359
I'm sorry, Meg well, can it help me with your marketing and then I'll help you with the perfect yes.
00:28:47.759 --> 00:28:52.319
Mandy can help me because she described exactly my situation, right?
00:28:52.799 --> 00:28:55.920
And so that's that's stuff that's really helpful, right?
00:28:56.079 --> 00:29:03.119
Or stories that um, you know, about your career or your your personal story, that's stuff people can connect with as well.
00:29:03.279 --> 00:29:11.920
Now, you know, obviously make sure it's like important, like it's helpful to the conversation, but what you know, how did you struggle and how did you overcome those struggles?
00:29:12.079 --> 00:29:14.160
Make yourself human and connectable, right?
00:29:14.319 --> 00:29:24.400
Especially in the world where everything is turning into AI slop, where everyone's everyone's putting in there, oh, give me 50 different ideas of top reels, right?
00:29:24.480 --> 00:29:25.599
That I can do as a lobster.
00:29:25.759 --> 00:29:26.640
Okay, well, guess what?
00:29:26.799 --> 00:29:27.839
That's the average.
00:29:28.000 --> 00:29:36.480
That's like the the all AI is giving you, all chat GPT and Claude is just giving you the average of everybody that everything else that everyone's already talked about, right?
00:29:36.880 --> 00:29:41.119
But you are unique, you have something that is different than everybody else.
00:29:41.279 --> 00:29:42.079
And what is that?
00:29:42.240 --> 00:29:45.279
What is the thing that's unique about you that sets you apart?
00:29:45.440 --> 00:29:50.319
Lean into that, lean into what makes you you and the scenarios that you're putting out there.
00:29:50.480 --> 00:29:51.839
That's gonna set you apart.
00:29:52.000 --> 00:29:59.039
Not having more content about the same thing everyone else is talking about, one the thing that's gonna make them want to work with you specifically.
00:29:59.200 --> 00:30:00.559
That's what you really want to lean into.
00:30:00.640 --> 00:30:05.200
That's what's gonna get people interested to want to stay and follow you long term.
00:30:05.680 --> 00:30:14.400
Yeah, that's fantastic advice because I think that a lot of times the uh loan officers are just trying to find what the right thing to say is.
00:30:14.559 --> 00:30:38.960
And maybe the right thing to say is I helped a family last week that didn't think they could get a home, and they ended up thinking that they needed to buy farther out or they and have this long commute, but with seller concessions, I was able to get them a lower interest rate, or maybe people are freaked out by rates because right now, because the high, you know, doom and gloom, the highest they've been since 25.
00:30:39.039 --> 00:30:42.720
Oh, dear, you know, dear goodness, the highest they've been since 25.
00:30:42.880 --> 00:30:44.240
What does that really mean, friends?
00:30:44.400 --> 00:30:50.079
It's like an eighth of the percent in rate, but people people that are just watching the news don't know that.
00:30:50.319 --> 00:30:56.240
They might have gone from, yeah, I want to buy, but rates are you know higher than they've been, so I'm gonna hold off.
00:30:56.559 --> 00:31:08.559
We can we can dispel that that that myth really by putting truth facts out there of, hey, that's I mean, they may be higher, but like an eighth and rate, and so it's$33 in your payment, friends.
00:31:08.640 --> 00:31:10.720
Like, do you can you skip Starbucks?
00:31:10.799 --> 00:31:14.240
Let's go get you a house and get the dog a new backyard.
00:31:14.400 --> 00:31:26.640
So I think that sometimes just being real, like you like people are with their clients and being your authentic self, because I do find sometimes on social I see these folks and then I see them in person.
00:31:26.720 --> 00:31:33.119
I'm like, these are two different people, who they are on social and then who they are in person, very different.
00:31:33.279 --> 00:31:39.119
And so I do think that you have to be true to who you are on social, right?
00:31:39.359 --> 00:31:44.240
And and sometimes um, you know, and not everybody's gonna like you either.
00:31:44.559 --> 00:31:46.079
And you gotta get okay with it.
00:31:46.160 --> 00:31:46.799
You gotta get on.
00:31:47.200 --> 00:31:47.519
Guess what?
00:31:47.599 --> 00:31:49.680
They already don't like you, so whatever.
00:31:49.920 --> 00:31:51.200
Yeah, yeah, fine.
00:31:51.440 --> 00:31:51.839
Yeah.
00:31:52.079 --> 00:32:00.480
I just think that sometimes we get so nervous to be judged that that's probably why LOs don't get engaged in on social, right?
00:32:00.640 --> 00:32:02.319
Yeah, but not everybody's watching.
00:32:02.400 --> 00:32:04.720
You only have one second to capture their attention, friends.
00:32:04.799 --> 00:32:08.240
So they're probably they may not watch the whole thing anyway.
00:32:08.880 --> 00:32:09.359
It's funny.
00:32:09.440 --> 00:32:13.200
I think one of my favorite loan officers that I follow is a guy out of Utah.
00:32:13.279 --> 00:32:18.960
Um, his name is Adam West, and he he talks all about zero sugar sodas and burrito breakfast burritos.
00:32:19.200 --> 00:32:29.759
And I mean, and among mortgage content, but like that's like I I know him as the zero sugar and burrito guy, but like he just he's always is always showing up, he's showing up consistently, and that's just what he likes.
00:32:29.920 --> 00:32:34.960
But he is he's he's also a mountain biker, he's the top loan officer at his company in Utah.
00:32:35.039 --> 00:32:39.599
Like, there's so many great things that I know about him because I he posts videos consistently.
00:32:39.839 --> 00:32:43.200
I love that he loves zero sugar and I love that he loves burritos.
00:32:43.279 --> 00:32:44.480
We will get along fine.
00:32:44.640 --> 00:32:46.079
I love that so much.
00:32:46.319 --> 00:32:47.440
Who doesn't, right?
00:32:47.599 --> 00:32:48.640
Yeah, yeah, yeah.
00:32:48.720 --> 00:32:50.240
That's so fantastic.
00:32:50.480 --> 00:33:04.400
I you know, I've seen all those that are like love sports, and they just kind of lean into that and then talk about that, you know, talk about mortgage in addition to sports, and and people that love sports are going to follow along.
00:33:04.720 --> 00:33:22.640
Maybe, maybe that's a good advice, you know, to kind of wrap up the segment is just um be you, find something of interest to you so you can relate to other humans and they will watch your content because they want to watch you because they relate to you, right?
00:33:22.960 --> 00:33:23.359
Exactly.
00:33:23.599 --> 00:33:29.119
So apparently Jo relates to zero sugar and burritos, and I feel you on that.
00:33:29.200 --> 00:33:30.079
I like that a lot.
00:33:30.319 --> 00:33:31.920
That's that is what I relate to, yeah.
00:33:32.000 --> 00:33:33.519
Unfortunately, but that's good.
00:33:33.839 --> 00:33:46.079
So AI should loan officers be that I'm constantly we get this question, you know, AI or should we be freaked out about it, or how should we how should we leverage it so that we can be better on social media in closing?
00:33:46.400 --> 00:34:04.799
Yeah, I think this is this is the penultimate question in today's world because we're we're it's so enticing to think I can pre create all my content and have it all done for me, licky split with you know this one prompt with on chat GPT is gonna like change my world, right?
00:34:05.039 --> 00:34:08.639
And it's not gonna let you, it's it's not gonna do anything for you.
00:34:08.800 --> 00:34:27.199
Um, what what these plat what those AI platforms can do for you is help you process what it is that you want to say, help you find ideas about yourself that maybe you haven't thought about, or help you find different angles, or help you clarify what you're trying to say, but think use that big old brain of yours, is my perspective.
00:34:27.360 --> 00:34:36.400
Like, I mean, uh like just like we've talked about for the last couple of minutes, the thing that's gonna make people connect with you is you, it's not what AI says is you.
00:34:36.639 --> 00:34:41.199
Um, that type of content you're seeing all the time and you're scrolling past it, and it's not helpful.
00:34:41.360 --> 00:34:48.079
So, yes, it could is a shortcut to creating more content, but it's a shortcut to creating content that no one's gonna watch.
00:34:48.239 --> 00:34:58.639
Um, and please, for the love of all things that are good and holy, do not create an AI avatar and like put a script in there and have it be you because people will know it's not AI.
00:34:58.800 --> 00:35:04.400
I feel like we are getting so good at snuffing out what is real and what is not real in today's world.
00:35:04.480 --> 00:35:11.760
And in fact, not only are we as humans being good at that, but the the social media platforms are also getting really good at that.
00:35:11.920 --> 00:35:18.320
And they are um Adam Osari, who's the uh head of Instagram, one on record, he just he did this just the other day.
00:35:18.400 --> 00:35:21.599
On he does these like ask me anything and just like these long stories.
00:35:21.760 --> 00:35:29.199
I think it's like a Mondays or Wednesdays, I can't remember what day it is, but um got asked that question like, oh, what are you doing with AI generated content?
00:35:29.440 --> 00:35:41.519
And his response was again, this is the head of Instagram said, We are actively like downgrading that content, so we're not showing that as often as real organic content, real stuff that is by humans.
00:35:41.679 --> 00:35:43.119
And so just think about that.
00:35:43.280 --> 00:35:54.239
If you're looking for more engagement, more people to see your content, it's not about putting more content out there quickly, it's put about putting content that's real in who you are to being authentic.
00:35:54.480 --> 00:35:55.440
Yeah, I love that.
00:35:55.519 --> 00:36:08.000
And I love that you know, the human connection is alive and real, and that's why I believe in my heart that loan officers don't, in a future world of AI, don't go away because they can't have this.
00:36:08.159 --> 00:36:10.960
There's no visceral connection to a computer, right?
00:36:11.119 --> 00:36:17.519
There's no understanding there how important the home loan is and how important home and security is.
00:36:17.679 --> 00:36:23.360
A computer can't have that kind of empathy and can't have the guidance that a loan officer can provide.
00:36:23.519 --> 00:36:38.079
So, in my mind, let's we leverage it to help us uh and we we can't be naive that it's coming and and it's part of the new world, but we need to learn to leverage it so that we can be better and more efficient at our jobs.
00:36:38.239 --> 00:36:43.519
Um, but we but I just don't think that the human connection can be found in a computer.
00:36:43.679 --> 00:36:52.559
So I do think that that advice of just being your real self, and I love that Adam, the guy in Utah, you said, is just real and he kind of just shares who he is.
00:36:52.880 --> 00:36:55.519
And that that is never gonna change.
00:36:55.599 --> 00:37:09.920
And that is always going to be um, and as AI and as that kind of fake world becomes more real, I think that the authentic realness of humanity will be um even more important on social media.
00:37:10.159 --> 00:37:11.360
100% agree.
00:37:11.519 --> 00:37:12.159
That's great.
00:37:12.320 --> 00:37:13.199
Well, hey, we agree.
00:37:13.280 --> 00:37:16.239
Let's go get some burritos and uh let's do it.
00:37:16.400 --> 00:37:17.599
Yeah, thanks, Joe.
00:37:17.679 --> 00:37:18.559
Have an awesome day.
00:37:18.639 --> 00:37:21.039
Thanks for being part of Origination Booth Podcast.
00:37:21.280 --> 00:37:21.840
Yeah, thanks.
00:37:21.920 --> 00:37:22.320
You too.
00:37:22.480 --> 00:37:23.119
Appreciate it.
00:00:01.600 --> 00:00:03.600
So big news in my life.
00:00:03.759 --> 00:00:09.759
Um, I just published a book and the final version will come out August 4th.
00:00:10.000 --> 00:00:18.079
And if you go out and you want to get a copy of the book August 4th through 18th, you can get a copy of the book on Amazon.
00:00:18.239 --> 00:00:21.359
There you can get it in an ebook or an audiobook.
00:00:21.600 --> 00:00:25.440
The ebook is 99 cents from the 4th through the 18th.
00:00:25.600 --> 00:00:33.359
And then as if you come and you come to our website and let us know, we will send you a free um audiobook as well.
00:00:33.600 --> 00:00:40.560
And you can find the actual final uh produced book right here, origination boost, right on Amazon.
00:00:40.719 --> 00:00:42.399
And uh I hope you check it out.
00:00:42.479 --> 00:00:51.679
It's more than just a book about lone officers, it's more of a story about how I've overcome many things in my life uh to win the day.
00:00:51.920 --> 00:00:54.560
And I hope that you find value in it.
00:00:54.640 --> 00:00:55.759
It's an easy read.
00:00:55.920 --> 00:00:58.960
And I hope you uh go check us out on Amazon.
00:00:59.039 --> 00:01:02.399
And I'd be honored if you'd share this with your friends.
00:01:24.640 --> 00:01:29.920
Hi, I'm Mandy Feely Swain, and this is another episode of Origination Boost Podcast.
00:01:30.079 --> 00:01:38.239
Today, my guest is Joe Wilson with Social Coach, and he is here to share all the goodness about social media.
00:01:38.319 --> 00:01:42.400
So if you've been waiting to get the insight about social media, he is the guy to go to.
00:01:42.640 --> 00:01:50.560
So tell us a little bit about your background and how you got into this job career and what you see coming in the future.
00:01:50.719 --> 00:01:53.840
I think that that's what loan officers are going to be excited to hear about.
00:01:54.159 --> 00:01:55.040
Yeah, definitely.
00:01:55.120 --> 00:01:56.799
And thanks so much for having me on.
00:01:56.959 --> 00:02:01.359
Um yeah, so I've been in the mortgage and mortgage technology business for the last 20 plus years.
00:02:01.439 --> 00:02:07.120
Uh, started out as a loan officer, quickly transitioned uh actually after about five years to the technology side.
00:02:07.200 --> 00:02:15.360
So work for companies like LE May, uh, was uh the CRO at Simple Nexus, and then about six years ago, founded this company Social Coach.
00:02:15.680 --> 00:02:26.400
Um, because we found like, you know, starting a bunch of years ago, the need for loan officers to really be on social media and make sure that it is compliant at the same time is it was super important.
00:02:26.800 --> 00:02:28.800
And so that's compliance.
00:02:29.199 --> 00:02:40.560
Yeah, I mean, it sounds super boring, but when you look at, you know, we now have over 10,000 loan officers on this platform across 60 plus different companies, um, and rolling this out at the enterprise level.
00:02:40.800 --> 00:02:48.879
There needs to be that control over what you say and how you say it, but you don't want to get in the way of loan officers being able to say what they want to say at the same time.
00:02:49.120 --> 00:02:55.680
Because, you know, if there's anything that I've learned, it's that people are so reticent to get on social media to begin with.
00:02:55.840 --> 00:03:02.800
Anytime you put a blocker or a funnel or anything in front of them to prevent them in the slightest, they're just gonna throw their hands up and say, We don't want to do this.
00:03:02.960 --> 00:03:09.120
So trying to make that as simple and easy as possible to allow more people to see the benefits of social media.
00:03:09.199 --> 00:03:19.360
Um, where we now see, you know, across the board, loan officers are getting about anywhere from 10 to 30 percent of their business from directly from social media on average.
00:03:19.599 --> 00:03:24.000
Now, the more you use it, obviously the better you're gonna get, but that's about the average.
00:03:24.319 --> 00:03:41.680
Yeah, I find it fascinating because I'm one of those people that was in that group that you said, uh, you know, barriers to entry, anything that it's like it's like one of those things like I know I have to do it, but it's not my most favorite thing, right?
00:03:41.759 --> 00:03:48.879
And we are our own worst critics when it comes to video, we're our own worst critics when it comes to the sound of our own voices.
00:03:49.039 --> 00:03:52.159
Um, so for me, for a while I just couldn't even watch the videos.
00:03:52.319 --> 00:03:55.360
I was like, okay, I'm doing this, but I'm not in love.
00:03:55.599 --> 00:03:59.280
And um, but I do love social culture because it makes it very easy, right?
00:03:59.360 --> 00:04:07.840
I can read a teleprompter on my phone very quickly, and I can just it literally hit the button and it goes and it comes back and it makes me look good.
00:04:08.080 --> 00:04:13.759
If I miss something, I just kind of scroll back to that paragraph and you guys edit it out and it makes it easy for me.
00:04:13.919 --> 00:04:16.480
And again, that compliance piece, right?
00:04:16.639 --> 00:04:19.439
I'm in 40 states as a licensed loan officer.
00:04:19.600 --> 00:04:29.920
And so being able to have that assurance that what I'm putting, the content I'm putting out is um compliant is key in the scheme of things, right?
00:04:30.000 --> 00:04:35.360
That's the bummer of uh probably mortgages, the compliance side of it, but it's real and it's alive and it's it's out there.
00:04:35.519 --> 00:04:38.240
And so I've really enjoyed that part of it.
00:04:38.399 --> 00:04:44.639
So tell me on uh what you've seen with loan officers and how how are they getting into social media?
00:04:44.720 --> 00:04:47.920
I mean, like and what which ones are really winning?
00:04:48.079 --> 00:04:54.879
Because I think that there's a difference between just being on social and doing a few videos and then like winning on social, right?
00:04:55.120 --> 00:04:58.800
Yeah, there's a not just a little difference, there's a dramatic difference to it.
00:04:58.879 --> 00:05:05.600
And I think you you kind of hit it on it just a second ago saying, you know, it's something that you that a lot of people feel like they need to do.
00:05:05.680 --> 00:05:11.439
And I feel like that's the biggest uh deterrent to being a successful loan officer on social media today.
00:05:11.600 --> 00:05:15.600
And it's treating it like a marketing tactic that I'm just it's on my list of things to do.
00:05:15.759 --> 00:05:22.160
Today I'm gonna go pick up my coffee, I'm gonna take my dog to the groomer, and I'm gonna get my social media done, and that's just it, right?
00:05:22.319 --> 00:05:30.560
That's a social media marketing perspective where I think the loan officers that really differ are th people that treat it like a sales tactic, right?
00:05:30.639 --> 00:05:36.240
So I'm not social, I'm not doing my social media, I'm doing a social selling strategy, right?
00:05:36.399 --> 00:05:41.680
So when I was an officer, you know, 20 years ago, I had my my manager, right?
00:05:41.759 --> 00:05:46.720
We're just getting in the business, and my manager's like, All right, here's your list of sales tactics that you're gonna do every day, right?
00:05:46.800 --> 00:05:55.120
And this is you know a really long time ago, and so he's like, I literally was handed a yellow book or yellow yellow pages and was like yellow yellow pages, yeah.
00:05:55.199 --> 00:05:56.240
Just start dialing, Joe.
00:05:56.319 --> 00:05:58.319
You'll you'll figure it out as it goes along.
00:05:58.399 --> 00:06:00.319
Yeah, and that was that was the tactic, right?
00:06:00.399 --> 00:06:05.759
And so I would just like, all right, let me just open it up, start dialing, and I didn't even know mortgage had a T in it, right?
00:06:06.079 --> 00:06:27.040
Um, but but we we figured it out as we went along, and then you know that evolved into I developed relationships with realtors, I would bring them donuts in the morning, I would take people out to lunch, we would go golfing, we would do all these different things, and those were my my sales tactics I would do, and I had my list of things I wanted to do every single week.
00:06:27.279 --> 00:06:36.079
Now, what I'm seeing the really successful loan officers that are treating social media like a sales tactic is they're realizing this is where all my referral partners are.
00:06:36.319 --> 00:06:38.160
This is where my potential borrowers are.
00:06:38.240 --> 00:06:56.879
Here's where I can go to build an online resume of myself that will show my past clients having experiences with me, me educating consumers online so that when they when a potential consumer is being referred to me, they look me up on Instagram or Facebook or whatever, they can see that I know my stuff.
00:06:57.040 --> 00:06:58.639
And that's part of what it really is.
00:06:58.800 --> 00:07:08.399
So it's consistently thinking about where do I need to be to reach the most people and educate the most people, that the decision to work with me becomes a no-brainer.
00:07:09.439 --> 00:07:09.839
Yeah.
00:07:10.399 --> 00:07:22.000
Are you seeing people that are actually lead capturing on social, or is it more a validation of the work product you put out doing all those other things, right?
00:07:22.079 --> 00:07:40.399
You you're doing all those other sales strategies, not necessarily the yellow pages anymore, the white pages, but you are, you know, you're doing all these social strategies, and then people are looking for validation of how if you're if you're a quality person, if you if you know your stuff, all of those things from social media.
00:07:40.720 --> 00:07:45.360
How how are how are successful loan officers really ringing the bell with social media?
00:07:45.439 --> 00:07:45.680
I guess.
00:07:45.759 --> 00:07:47.519
I guess what's the secret sauce, right?
00:07:47.839 --> 00:07:52.560
Yeah, what's the what are the tactics that work specifically that can help capture business?
00:07:52.639 --> 00:07:54.560
I think that, yeah, that's a great question.
00:07:54.879 --> 00:07:59.600
So a lot of a lot of people are looking and trying to figure out like what's my ROI?
00:07:59.680 --> 00:08:01.279
How do I how do I like capture a lead?
00:08:01.360 --> 00:08:06.800
How can I say this is a loan that came directly from social media, and that's really difficult to do, right?
00:08:06.879 --> 00:08:12.720
And like what's what's the one thing I need to do that's gonna get people to convert to say apply now, right?
00:08:12.800 --> 00:08:14.480
Let me push that button and apply now.
00:08:14.639 --> 00:08:16.240
Why what is that thing?
00:08:16.399 --> 00:08:23.600
Um, and there's there's a couple of really good answers to this, and none of them are really what you want to hear, probably.
00:08:24.160 --> 00:08:24.639
It's fine.
00:08:24.800 --> 00:08:27.759
I'm used to non-sexy things in the mortgage space, right?
00:08:28.000 --> 00:08:31.600
Mostly we do the non-sexy things, and that's what's wins the day.
00:08:31.759 --> 00:08:42.639
Um, so I'm I'm very used to being being told that you have to do the things that you know you'd be surprised about or the things that are are are the easiest, but kind of eat the frog.
00:08:42.720 --> 00:08:43.200
I don't know.
00:08:43.440 --> 00:08:44.960
Yeah, no, you're you're absolutely right.
00:08:45.039 --> 00:08:49.519
Yeah, and I think the the the biggest indicator for success when we look at the data, right?
00:08:49.600 --> 00:08:56.000
And so we do again, you know, 10 across 10,000 loan officers, you can start to develop some trends and see what's going on there.
00:08:56.240 --> 00:09:02.480
And the big thing that we're seeing is loan officers that really embrace consistently posting videos.
00:09:02.720 --> 00:09:05.279
Okay, that's the I mean that's that's the hardest one.
00:09:05.440 --> 00:09:13.039
But if you if you can whatever consistency means to you, if that's one time a week, if that's two times a month, probably that's a little light.
00:09:13.120 --> 00:09:20.960
But if you can get one, if you can do one video a month or a week, excuse me, or better if you could do two videos a week and just show up.
00:09:21.120 --> 00:09:31.440
I don't even care how polished you look, what you're talking about, you know, whatever it is, um, show up, put a put two videos out a week, make a plan, work with your marketing team.
00:09:31.519 --> 00:09:35.039
You know, you're lucky to work with such great uh you have a great marketing team.
00:09:35.120 --> 00:09:35.919
I know it helps out so much.
00:09:36.960 --> 00:09:37.600
They're awesome.
00:09:37.840 --> 00:09:45.759
They're they're they're incredible and they help you out with different script ideas and things like that, but just show up consistently two times a week on video.
00:09:45.840 --> 00:09:52.159
And if you do that for a period of time, let's call it you know, three, six months, you're gonna start seeing a lot of uh business start to come from there.
00:09:52.399 --> 00:09:55.279
So that's that's kind of the basis for it.
00:09:55.519 --> 00:10:10.000
Now, there's a couple other things that you probably should be doing that will show you that you're actually getting these loans from from business from social media, and this is where I think most people kind of break the the the trend here, what is actually being successful.
00:10:10.159 --> 00:10:13.120
Number one is having some kind of link in your bio on Instagram.
00:10:13.200 --> 00:10:17.679
Most business we're seeing is coming from Instagram and or Facebook, Facebook, excuse me.
00:10:18.000 --> 00:10:24.080
And um, so having a link that goes to a landing page that is simple enough for people to navigate.
00:10:24.240 --> 00:10:29.120
So whether that's using a simple like link tree landing page experience, like social coach has one.
00:10:29.200 --> 00:10:32.639
Um, I think you guys are using it there, um, called player cards.
00:10:32.720 --> 00:10:34.399
It's like a you know, virtual business card.
00:10:34.480 --> 00:10:50.000
You can have as many links on there as you want, um, and having an apply now link on there that actually will capture that business when people are interested from looking at your videos or being referred by a realtor and using that as the start of entry point to your ecosystem, right?
00:10:50.159 --> 00:11:02.000
So I want someone to come in and then get my newsletter or you know, apply now, or just that I have their name and email, I can start reaching out to them and being part of my my whole marketing ecosystem.
00:11:02.159 --> 00:11:05.440
So getting people in that top of funnel, I think is really important.
00:11:05.759 --> 00:11:17.039
But then the the really, I think the biggest thing is inside of your CRM or inside of your LOS, having a field in there before it gets to processing that says, was this a social assisted loan?
00:11:17.279 --> 00:11:19.360
Yeah, did they did they at least talk?
00:11:19.440 --> 00:11:21.360
Did they say they came from social media?
00:11:21.519 --> 00:11:24.159
They saw my video, they you know what what was it?
00:11:24.399 --> 00:11:26.000
There was ask the ask that question.
00:11:26.080 --> 00:11:31.679
Say, hey, did you happen to see any of my videos or look at me online or anything like that?
00:11:31.919 --> 00:11:37.200
And when we ask that question, we start to get some answers about where these people actually came from.
00:11:37.360 --> 00:11:47.600
Because there might be multiple things that we do as loan officers that drive new business, but we want to see is my social activity actually driving traffic in a meaningful way?
00:11:47.759 --> 00:11:50.480
So if we don't ask that question, we're not gonna know the answer.
00:11:50.720 --> 00:11:53.200
We might have this person might have come from a referral.
00:11:53.279 --> 00:11:58.879
The realtor called me up, said, Hey Mandy or hey Joe, like I got this new lead for you, right?
00:11:58.960 --> 00:12:05.840
And they sent them, but they they found you online, they mentioned it to the realtor, and that's why they referred you back.
00:12:06.000 --> 00:12:09.679
They because the realtor or the other referral source wants to take that credit for it, right?
00:12:09.840 --> 00:12:11.519
But the bar can tell you the real story.
00:12:11.679 --> 00:12:16.159
They saw your oh, yeah, I've seen your videos for the last couple months and I've been wanting to work with you.
00:12:16.240 --> 00:12:18.799
So I'm so excited that my realtor referred you to me, right?
00:12:18.960 --> 00:12:20.399
That's what we need to start tracking.
00:12:20.480 --> 00:12:29.360
And then when you see those trends, you see, wow, gosh, 20, 30, 40, 50% of my business has seen me online, that means that it's working.
00:12:30.000 --> 00:12:31.279
Yeah, fantastic.
00:12:31.440 --> 00:12:36.639
Well, you hit on two topics that I couldn't agree more on is consistency is everything, right?
00:12:36.799 --> 00:12:40.720
Like if you start and stop, that's when you lose momentum, I think.
00:12:40.879 --> 00:12:44.639
That's when uh it and that's in any part of any business, right?
00:12:44.799 --> 00:12:53.759
I mean, if you're selling hamburgers and you stop selling hamburgers, your customers are you're gonna lose customers and then you're gonna have to build the customer base back up to start selling hamburgers again.
00:12:53.840 --> 00:12:57.360
I mean, it can be any business, but the start stop is real.
00:12:57.519 --> 00:13:04.799
And so that consistency, and that's what I've done in the last uh year, year and a half, is I really committed to being on social.
00:13:04.960 --> 00:13:06.960
I really committed to being present.
00:13:07.200 --> 00:13:12.080
And it's funny, I uh went and I had a necklace that my husband had given me and it needed fixed.
00:13:12.159 --> 00:13:13.600
And I went to get the class fixed.
00:13:13.679 --> 00:13:16.159
And they said, Oh my gosh, you are everywhere.
00:13:16.320 --> 00:13:17.919
I see you everywhere.
00:13:18.159 --> 00:13:27.440
And I thought, I am not everywhere, like I am home in my UG slippers, but uh uh it that perception became reality, right?
00:13:27.519 --> 00:13:32.720
I'm posting on social enough that they're like, wow, you're really out there.
00:13:32.879 --> 00:13:37.120
And it was a good thing, you know, it wasn't perceived negatively.
00:13:37.360 --> 00:13:41.440
And I thought, wow, so that those little seeds that you plant every week.
00:13:41.600 --> 00:13:44.960
And it does take time to build that effort, I think.
00:13:45.120 --> 00:13:50.320
It can't be just, you know, you're not gonna see like you're gonna post four times in a month and that's it.
00:13:50.399 --> 00:13:51.360
You're just ringing the bell.
00:13:51.519 --> 00:13:52.559
I don't think it's like that.
00:13:52.720 --> 00:13:55.519
I think this is the long game in a business plan.
00:13:55.759 --> 00:14:05.840
Um, I think you're gonna still have to have those nuggets in the in an LO's business that are getting you business right away, those realtor relationships, the builder relationships, your database calls.
00:14:06.080 --> 00:14:07.759
But I do think it's fantastic.
00:14:07.840 --> 00:14:19.840
And and what I've heard is happening is, you know, like um being able to follow around your database on social media or your you, you know, your geofencing an area that you want to market.
00:14:20.320 --> 00:14:23.759
I think that those those that's kind of the next level.
00:14:23.840 --> 00:14:30.080
And since you've been in the tech space for 15 years, I'm kind of interested in what you see coming on that side of things.
00:14:30.399 --> 00:14:31.360
Yeah, that's great.
00:14:31.440 --> 00:14:33.519
And I I I love your point on consistency.
00:14:33.600 --> 00:14:37.120
That's the number one indicator for success in literally anything, right?
00:14:37.279 --> 00:14:43.600
Yes, anything your your relationships and your gym workouts, and you know, but yeah, it is, and I loved it.
00:14:43.679 --> 00:14:48.720
I love that the people recognize you in a spot that you wouldn't even expect it to have happened.
00:14:48.879 --> 00:14:51.519
Oh, it was like wow all the time, right?
00:14:51.600 --> 00:14:57.919
And that's the that's the power of socials, like you don't get to control who sees your message, right?
00:14:58.000 --> 00:15:07.120
And you might be reaching out, you might be seeing that seed being planted, like you said, that hey, maybe that person who was repairing your necklace has a friend who's buying a house.
00:15:07.360 --> 00:15:10.320
Yeah, and they're like, Oh, yeah, then they connect that point there, right?
00:15:10.399 --> 00:15:11.279
That's that's amazing.
00:15:11.440 --> 00:15:22.080
But yeah, from a technological standpoint, and I think there's there's so many really interesting things that um we're seeing that and we're working on right now, but um, I can't share all of them with you.
00:15:22.240 --> 00:15:32.559
But um, one thing that I think is is is really powerful is is one thing that you nailed on, and that is uh really looking at your entire database and how are you communicating with them, right?
00:15:32.720 --> 00:15:36.000
When we look at social media, we think of social selling.
00:15:36.080 --> 00:15:44.159
Um, how are we communicating with borrowers in the way that they and realtors really and other referral sources in the way that they prefer to be communicated with?
00:15:44.320 --> 00:15:47.279
Um, when was the last time you read through all of your emails?
00:15:47.440 --> 00:15:55.120
I mean, really, and now I'm getting I'm getting so many text messages every day that like I literally I'm I'm terrible.
00:15:55.200 --> 00:15:57.840
I don't think I respond to all my text messages every day anymore.
00:15:57.919 --> 00:15:59.200
And it's it's actually kind of bad.
00:15:59.279 --> 00:16:01.360
And I really should probably fix that.
00:16:01.679 --> 00:16:10.159
But um, you know, there's other ways to communicate um via DMs, via um messaging somebody directly in their comment section.
00:16:10.240 --> 00:16:27.200
Um I think that following following your more people from your database of clients and referral sources and making meaningful comments and likes and uh engagement with their content is something that's really, really powerful.
00:16:27.440 --> 00:16:32.960
Most people focus on creating content, not necessarily engaging with others' content, right?
00:16:33.039 --> 00:16:35.440
And that's that's I think one of the special sauce.
00:16:35.519 --> 00:16:40.720
I spend probably 30 minutes a day just engaging with other people's comment content.
00:16:40.960 --> 00:16:47.039
So people I want to do business with, so other, you know, different CMOs or leaders of these mortgage companies, different loan officers.
00:16:47.200 --> 00:17:01.279
So if I'm a loan officer, I should be engaging with realtors, with builders, with lawyers, with um people in my community that I think could potentially be home buyers or sellers or refinancers in the next 30, 60, 90 days.
00:17:01.440 --> 00:17:09.200
But yeah, re-share on your story their their most recent listing because they're gonna see that you shared it when they look at their feed, right?
00:17:09.359 --> 00:17:11.359
They're gonna see that in their updates.
00:17:11.599 --> 00:17:15.200
Yeah, make a simple, yeah, reshare their content in your story.
00:17:15.279 --> 00:17:20.880
Um, ask a question in their comments about when they post an open house, ask a question.
00:17:21.039 --> 00:17:24.480
Hey, something simple and kind of off the wall, even I think really works.
00:17:24.559 --> 00:17:27.519
Like, what type of um countertops are those in the kitchen?
00:17:27.759 --> 00:17:32.720
Or is it or you know, something that's gonna get them to like you know, help promote that house?
00:17:32.880 --> 00:17:36.480
Or like, oh my gosh, that pool in the backyard, look, it looks like a resort.
00:17:36.559 --> 00:17:38.559
I want to go hang out there for the weekend, right?
00:17:38.720 --> 00:17:48.079
Like, ask, like, ask a question, find a commonality, um, or you know, give them a compliment about themselves or their listing, and that will go so much farther.
00:17:48.319 --> 00:17:51.119
People when people do that to me, I like I get excited.
00:17:51.200 --> 00:17:56.480
I can't believe that someone's actually spent the time to leave a meaningful comment on my content.
00:17:56.720 --> 00:18:01.359
That doesn't happen every day, and so I think you can do that to somebody else.
00:18:01.440 --> 00:18:04.160
That will like that will help them remember you.
00:18:04.319 --> 00:18:12.559
And in this game, that's the biggest thing is I need I need everybody to remember me at that point when it becomes important to them, right?
00:18:12.720 --> 00:18:16.640
For a potential borrower, I you might I don't care if you think about me all the time.
00:18:16.720 --> 00:18:20.640
I just want you to think about me when you're thinking about refinancing or buying a home, right?
00:18:20.880 --> 00:18:26.000
When a realtor, I don't care if you think about me all day long, just when there's a referral, someone that you have that you want to work with, right?
00:18:26.160 --> 00:18:33.039
But they need to remember you, and the way they're gonna remember you is consistently showing up in their feed or engaging with their content.
00:18:33.279 --> 00:18:35.440
Yeah, I think that that is really true.
00:18:35.519 --> 00:18:38.720
And we're so data overloaded, right?
00:18:38.880 --> 00:18:41.599
But like you said, e so many emails, right?
00:18:41.920 --> 00:18:49.839
You wake up in the morning and you've got junk emails, or you've got you've signed up for, you know, you bought stuff at Christmas time, and now you're on these all these emails, right?
00:18:50.079 --> 00:18:57.119
You know, Dick Sporting Goods and Macy's or whatever, and you've got this flood of of content coming your way.
00:18:57.200 --> 00:19:04.400
And then in your text messages, you now you've signed up for all those text messages to get all the alerts, and and you don't even know sometimes that you've signed up for them.
00:19:04.559 --> 00:19:05.759
So you're getting all those.
00:19:05.920 --> 00:19:11.440
And then in addition to that, you're getting overloaded with social media um as well.
00:19:11.599 --> 00:19:17.440
So I love the idea of commenting because that is engagement in the in backward, right?
00:19:17.599 --> 00:19:22.160
That's like opposite of putting out there your your your contributing.
00:19:22.240 --> 00:19:25.519
And I do think that that's that is a great way to get noticed.
00:19:25.680 --> 00:19:30.720
Um, two things I want to talk about is is there a better time to post?
00:19:30.960 --> 00:19:35.440
Like I've heard all different ideas of like when is the best time to post.
00:19:35.680 --> 00:19:45.119
But for me, one of the first things I do in the morning is I kind of wake up, I have my tea, I you know, I turn on CNBC to kind of see how the market's doing.
00:19:45.279 --> 00:19:51.119
And then I'm I check and then kind of do my email check in the morning, and then I'm do my social media.
00:19:51.279 --> 00:19:55.119
And and so maybe for me to catch me morning is better.
00:19:55.200 --> 00:20:01.839
And I've heard like some people are like, no, you if you put it like four or five in the morning, then a lot of those morning people are gonna get it.
00:20:01.920 --> 00:20:10.640
Or no, people put it after five, or I've heard many things, and so in the 10,000 loan off servers that you're seeing, is there like a time?
00:20:10.799 --> 00:20:12.480
I mean, what's the advice?
00:20:12.799 --> 00:20:15.599
Yeah, that that's the question I get almost daily.
00:20:15.680 --> 00:20:19.759
Um, and our team gets daily, and it's because everyone wants, okay, I'm gonna I'll I'll do it, Joe.
00:20:19.920 --> 00:20:21.440
I promise if you tell me 10 a.m.
00:20:21.519 --> 00:20:22.480
I'm gonna post 10 a.m.
00:20:22.559 --> 00:20:29.279
on Tuesday because we are all so like that's like we want to make the most of our content, and it's so that's such a great and earnest question.
00:20:29.519 --> 00:20:33.839
The the unfortunate answer is that there really is no right time to post.
00:20:34.000 --> 00:20:44.799
The algorithms that these social media platforms have now are going to surface surface up the content that you post to the right people whenever they log in because everyone's on their own time frame.
00:20:44.880 --> 00:20:49.440
If you would have asked me this question like three or four years ago, I would have told you like 9, 10 a.m.
00:20:49.680 --> 00:20:57.839
on a weekday, um, but also four or five o'clock on a weekday, because then it's like people are after work or whatever, but it it really doesn't matter.
00:20:58.079 --> 00:21:07.519
And but there is, but with the big asterisks and um the the big thing though is you want to kind of hit a time when you think that there will be a lot of people on.
00:21:07.599 --> 00:21:09.519
So I do think the morning and the evening are good.
00:21:09.599 --> 00:21:20.640
And the reason for that is what happens when you post a video or you post a reel or an image or whatever you post, what the what Instagram and Facebook and the other platforms do is they test it.
00:21:20.720 --> 00:21:27.039
So they just they throw it out to a bunch of people, to a bunch of your followers, to a bunch of non-followers right at that moment, right there.
00:21:27.200 --> 00:21:34.400
So depending on how the first couple people interact with your content will determine how much more they start to show it to more people.
00:21:34.640 --> 00:21:40.400
So that first that first hour, the first even the first 15 minutes is super critical.
00:21:40.640 --> 00:21:48.000
So, what most people recommend is is if you are on um after you post, stay on, stay on that platform.
00:21:48.160 --> 00:21:54.079
And if you get any likes or um any comments, go respond to those comments immediately.
00:21:54.319 --> 00:21:59.680
If there's any likes, go on and find who liked you and go to their last post and like it back.
00:22:00.000 --> 00:22:01.039
Or comment on something there.
00:22:01.119 --> 00:22:02.400
So then maybe they'll comment on yours.
00:22:02.480 --> 00:22:11.759
Because the more comments or the more shares you get, that equals the best possibility for your your actual post to go higher on the engagement scale.
00:22:12.640 --> 00:22:13.519
Good, good, good.
00:22:13.599 --> 00:22:14.160
I love that.
00:22:14.240 --> 00:22:20.960
That and that's another reason to share your your share your uh referral partners content as well.
00:22:21.119 --> 00:22:27.599
So that maybe the you they will share yours and and reciprocity is is alive and well that way.
00:22:28.000 --> 00:22:38.319
So follow-up question to that is are you seeing successful LOs spend money when they're posting certain content to elevate that content, right?
00:22:38.559 --> 00:22:39.680
Oh, to boost the content.
00:22:39.839 --> 00:22:40.160
Uh-huh.
00:22:40.400 --> 00:22:45.039
You know, I haven't heard of any people have a lot of success with boosted content.
00:22:45.279 --> 00:22:50.799
Um, you know, and I'm sure there are people who have, and I'm I just haven't heard very many of those stories.
00:22:50.960 --> 00:22:53.519
I think organic content is gonna get you the best.
00:22:53.599 --> 00:22:59.039
Um, if you if you're posting good content, you are going to get those organic views no matter what.
00:22:59.200 --> 00:23:03.920
Um, if you're posting bad content and you want to get more views on bad content, go ahead and boost it.
00:23:04.079 --> 00:23:13.839
Um, there's there's a time and place for that, especially if you have something like an event that you want people to come to, you're trying to get people to click on a downloadable asset or something like that.
00:23:13.920 --> 00:23:17.680
I think spending putting some money behind it is an okay strategy.
00:23:17.920 --> 00:23:25.119
But I think for most loan officers, doing an organic, um just meaning unpaid strategy is probably the best.
00:23:25.279 --> 00:23:29.920
Just that again, that consistency of posting and it will develop over time.
00:23:30.079 --> 00:23:31.839
It's not that instant success.
00:23:32.079 --> 00:23:45.599
So if you're looking for an instant response, you want people to sign up for something, or maybe try to get people to like apply who are currently looking for a loan, then maybe a paid strategy is better than an organic strategy.
00:23:45.920 --> 00:23:46.400
Yeah.
00:23:46.720 --> 00:23:54.160
So of all these videos, I'm sure you've watched tons of great videos and tons of okay videos and tons of not okay videos.
00:23:54.400 --> 00:23:58.880
Um, what but and some of them you see just hit harder.
00:23:59.119 --> 00:24:04.079
And I think uh um that's always the the question.
00:24:04.160 --> 00:24:06.079
I'm always trying to be very professional.
00:24:06.160 --> 00:24:12.640
And then on the flip side, they're like, man, you really you can put a baseball cap on, walk down your sidewalk, and it's okay to do that.
00:24:12.720 --> 00:24:20.720
And I'm like, that seems so foreign to me because I've been in the mortgage space 30 years and it's just been, you know, it's a to me, it's a very much serious profession.
00:24:20.799 --> 00:24:25.359
I mean, you're helping people with the biggest investment they'll ever make, and I just feel weird doing it.
00:24:25.519 --> 00:24:31.279
But many loan officers I've talked to that are very successful on social are just them.
00:24:31.440 --> 00:24:43.039
I mean, it could be their kids are running crazy in the back and or they're they're they you know, they've just can't come off a run and they're sweaty and hot and they do this video and it really hits with people.
00:24:43.440 --> 00:24:45.839
What is that just the humanness of social?
00:24:46.160 --> 00:24:49.119
Or I mean, I I because I am I I I struggle with that.
00:24:49.200 --> 00:24:58.480
Like Candace, you know, I I adore Candace and she's like, Mandy, just just do a quick one and just don't worry, you know, just just put it right in your face and just do it.
00:24:58.640 --> 00:25:00.559
I'm like, I have a hard time with that.
00:25:00.799 --> 00:25:03.279
So I mean, thought process on that.
00:25:03.440 --> 00:25:07.119
Like, I just yeah, I think yeah, absolutely.
00:25:07.279 --> 00:25:19.039
I I think you're you're ex you're expressing something that most people feel, and that's like I need to look professional and be professional because I'm dealing with people's biggest transaction of their entire life.
00:25:19.279 --> 00:25:21.200
And I totally, totally value that.
00:25:21.279 --> 00:25:23.200
And you need to be professional.
00:25:23.359 --> 00:25:30.079
Um, but I think the and it's not about how you look, um, because you could, I mean, you look p phenomenal, right?
00:25:30.160 --> 00:25:35.359
And it's like that's just that's who you are, and that's just like you know, you're you're put together, you're you wrote a book.
00:25:35.519 --> 00:25:37.279
Look at this origination boost.
00:25:37.359 --> 00:25:38.240
You need to read that book.
00:25:38.319 --> 00:25:40.079
We need to order it, I'm sure, on Amazon or something.
00:25:40.400 --> 00:25:45.680
Yes, I I thank you because I I told Candace, I said I promise I will remind everyone.
00:25:45.920 --> 00:25:48.559
August 4th is the official launch of the book.
00:25:48.720 --> 00:25:52.079
It's officially um being published on August 4th.
00:25:52.160 --> 00:25:59.440
And um, yes, in my life bingo card, I did not think I'd be writing this book, but it is really more than just for originators.
00:25:59.599 --> 00:26:06.319
It's just uh, it has lots of sales tips in it and just mindset shifts that you can have in your life.
00:26:06.480 --> 00:26:10.720
Um, to just, we really love amazing humans that just happen to be really good at home loans.
00:26:10.880 --> 00:26:21.039
So the book is just about how to be even a more amazing human and some of the struggles I've gone through and powered through to, you know, in my 30-year career in the spit mortgage space.
00:26:21.200 --> 00:26:23.359
So yes, thank you, Joe, for reminding everyone.
00:26:23.599 --> 00:26:25.359
August fourth the book comes out.
00:26:25.440 --> 00:26:26.880
That was a perfect segue.
00:26:26.960 --> 00:26:30.640
But anyway, yes, back to what people are putting on social.
00:26:30.720 --> 00:26:34.640
Like I'm sometimes I'm very engaged that they're just kind of a hot mess, honestly.
00:26:34.799 --> 00:26:37.039
I mean, not a smoke show, but a hot mess.
00:26:37.200 --> 00:26:43.359
And uh uh I I think that, you know, I guess it goes either way, but I find that I'm I'm engaged with that, right?
00:26:43.440 --> 00:26:44.960
I'm engaged with the humanness of it.
00:26:45.200 --> 00:26:46.799
Yeah, and I think that's exactly it.
00:26:46.880 --> 00:26:54.880
It's the humanness of it, but it's not a it's not, it's less about how you look or how you're acting or what's in the background, and more about the story.
00:26:55.039 --> 00:26:57.200
That's the human level that we want to connect with.
00:26:57.279 --> 00:27:04.960
And it's about so when we when I dissect and we look at the data on okay, what are what what's the makeup of these successful videos?
00:27:05.119 --> 00:27:06.799
It's the store, it's the hook.
00:27:06.960 --> 00:27:11.519
How did you start the story and what captured that person's interest?
00:27:11.599 --> 00:27:14.720
Because you have less than a second now to capture their interest.
00:27:14.960 --> 00:27:18.559
So you have it has to be like super interesting right at the beginning.
00:27:18.720 --> 00:27:23.039
You can't say you can't start with, you know, hi Joe Wilson here.
00:27:23.119 --> 00:27:24.880
You know, it's like oh, you already lost me.
00:27:24.960 --> 00:27:26.640
I scroll past, yeah.
00:27:26.880 --> 00:27:28.000
Move moved on, right?
00:27:28.160 --> 00:27:33.119
Yeah, it's more of like I just got this person approved that I never thought would happen.
00:27:33.440 --> 00:27:35.839
Okay, yeah, declined to closed.
00:27:36.000 --> 00:27:37.359
I mean, let's do that, right?
00:27:37.440 --> 00:27:39.440
I mean, you gotta you that's how long we have.
00:27:39.599 --> 00:27:40.559
I think that that's so true.
00:27:40.640 --> 00:27:47.200
I used to think the psychological, I used I was reading about it, and we psychologically, I think people had three seconds.
00:27:47.279 --> 00:27:48.720
Now we're down to one second.
00:27:48.880 --> 00:27:57.519
Oh my goodness sakes! Like you may have to have something wild to start to get them to engage and stay with you for 30 seconds.
00:27:57.759 --> 00:27:59.680
Yeah, but I mean, you've got great stories.
00:27:59.839 --> 00:28:02.400
Um, you everybody, every loan officer has them, right?
00:28:02.480 --> 00:28:08.079
We all have amazing stories of turnaround experiences about the loans.
00:28:08.160 --> 00:28:10.000
I think things that I see are really successful.
00:28:10.160 --> 00:28:19.839
Talking about loan scenarios that actually happened, or or not even just like crazy ones, but just like I had this borrower that had a you know$500,000 budget.
00:28:19.920 --> 00:28:20.960
We ended up getting them, you know.
00:28:21.039 --> 00:28:27.119
I partnered with so-and-so realtor, they found this amazing house and Laguna Hills and whatever, you know, yada yada yada.
00:28:27.279 --> 00:28:31.359
But like talking about those scenarios, that's because that's what people can connect with, right?
00:28:31.599 --> 00:28:31.839
Right.
00:28:32.160 --> 00:28:36.960
What is it that that's something that is connecting with me because I have that same scenario, right?
00:28:37.200 --> 00:28:39.759
Okay, now I know Candace can help me.
00:28:39.920 --> 00:28:47.359
I'm sorry, Meg well, can it help me with your marketing and then I'll help you with the perfect yes.
00:28:47.759 --> 00:28:52.319
Mandy can help me because she described exactly my situation, right?
00:28:52.799 --> 00:28:55.920
And so that's that's stuff that's really helpful, right?
00:28:56.079 --> 00:29:03.119
Or stories that um, you know, about your career or your your personal story, that's stuff people can connect with as well.
00:29:03.279 --> 00:29:11.920
Now, you know, obviously make sure it's like important, like it's helpful to the conversation, but what you know, how did you struggle and how did you overcome those struggles?
00:29:12.079 --> 00:29:14.160
Make yourself human and connectable, right?
00:29:14.319 --> 00:29:24.400
Especially in the world where everything is turning into AI slop, where everyone's everyone's putting in there, oh, give me 50 different ideas of top reels, right?
00:29:24.480 --> 00:29:25.599
That I can do as a lobster.
00:29:25.759 --> 00:29:26.640
Okay, well, guess what?
00:29:26.799 --> 00:29:27.839
That's the average.
00:29:28.000 --> 00:29:36.480
That's like the the all AI is giving you, all chat GPT and Claude is just giving you the average of everybody that everything else that everyone's already talked about, right?
00:29:36.880 --> 00:29:41.119
But you are unique, you have something that is different than everybody else.
00:29:41.279 --> 00:29:42.079
And what is that?
00:29:42.240 --> 00:29:45.279
What is the thing that's unique about you that sets you apart?
00:29:45.440 --> 00:29:50.319
Lean into that, lean into what makes you you and the scenarios that you're putting out there.
00:29:50.480 --> 00:29:51.839
That's gonna set you apart.
00:29:52.000 --> 00:29:59.039
Not having more content about the same thing everyone else is talking about, one the thing that's gonna make them want to work with you specifically.
00:29:59.200 --> 00:30:00.559
That's what you really want to lean into.
00:30:00.640 --> 00:30:05.200
That's what's gonna get people interested to want to stay and follow you long term.
00:30:05.680 --> 00:30:14.400
Yeah, that's fantastic advice because I think that a lot of times the uh loan officers are just trying to find what the right thing to say is.
00:30:14.559 --> 00:30:38.960
And maybe the right thing to say is I helped a family last week that didn't think they could get a home, and they ended up thinking that they needed to buy farther out or they and have this long commute, but with seller concessions, I was able to get them a lower interest rate, or maybe people are freaked out by rates because right now, because the high, you know, doom and gloom, the highest they've been since 25.
00:30:39.039 --> 00:30:42.720
Oh, dear, you know, dear goodness, the highest they've been since 25.
00:30:42.880 --> 00:30:44.240
What does that really mean, friends?
00:30:44.400 --> 00:30:50.079
It's like an eighth of the percent in rate, but people people that are just watching the news don't know that.
00:30:50.319 --> 00:30:56.240
They might have gone from, yeah, I want to buy, but rates are you know higher than they've been, so I'm gonna hold off.
00:30:56.559 --> 00:31:08.559
We can we can dispel that that that myth really by putting truth facts out there of, hey, that's I mean, they may be higher, but like an eighth and rate, and so it's$33 in your payment, friends.
00:31:08.640 --> 00:31:10.720
Like, do you can you skip Starbucks?
00:31:10.799 --> 00:31:14.240
Let's go get you a house and get the dog a new backyard.
00:31:14.400 --> 00:31:26.640
So I think that sometimes just being real, like you like people are with their clients and being your authentic self, because I do find sometimes on social I see these folks and then I see them in person.
00:31:26.720 --> 00:31:33.119
I'm like, these are two different people, who they are on social and then who they are in person, very different.
00:31:33.279 --> 00:31:39.119
And so I do think that you have to be true to who you are on social, right?
00:31:39.359 --> 00:31:44.240
And and sometimes um, you know, and not everybody's gonna like you either.
00:31:44.559 --> 00:31:46.079
And you gotta get okay with it.
00:31:46.160 --> 00:31:46.799
You gotta get on.
00:31:47.200 --> 00:31:47.519
Guess what?
00:31:47.599 --> 00:31:49.680
They already don't like you, so whatever.
00:31:49.920 --> 00:31:51.200
Yeah, yeah, fine.
00:31:51.440 --> 00:31:51.839
Yeah.
00:31:52.079 --> 00:32:00.480
I just think that sometimes we get so nervous to be judged that that's probably why LOs don't get engaged in on social, right?
00:32:00.640 --> 00:32:02.319
Yeah, but not everybody's watching.
00:32:02.400 --> 00:32:04.720
You only have one second to capture their attention, friends.
00:32:04.799 --> 00:32:08.240
So they're probably they may not watch the whole thing anyway.
00:32:08.880 --> 00:32:09.359
It's funny.
00:32:09.440 --> 00:32:13.200
I think one of my favorite loan officers that I follow is a guy out of Utah.
00:32:13.279 --> 00:32:18.960
Um, his name is Adam West, and he he talks all about zero sugar sodas and burrito breakfast burritos.
00:32:19.200 --> 00:32:29.759
And I mean, and among mortgage content, but like that's like I I know him as the zero sugar and burrito guy, but like he just he's always is always showing up, he's showing up consistently, and that's just what he likes.
00:32:29.920 --> 00:32:34.960
But he is he's he's also a mountain biker, he's the top loan officer at his company in Utah.
00:32:35.039 --> 00:32:39.599
Like, there's so many great things that I know about him because I he posts videos consistently.
00:32:39.839 --> 00:32:43.200
I love that he loves zero sugar and I love that he loves burritos.
00:32:43.279 --> 00:32:44.480
We will get along fine.
00:32:44.640 --> 00:32:46.079
I love that so much.
00:32:46.319 --> 00:32:47.440
Who doesn't, right?
00:32:47.599 --> 00:32:48.640
Yeah, yeah, yeah.
00:32:48.720 --> 00:32:50.240
That's so fantastic.
00:32:50.480 --> 00:33:04.400
I you know, I've seen all those that are like love sports, and they just kind of lean into that and then talk about that, you know, talk about mortgage in addition to sports, and and people that love sports are going to follow along.
00:33:04.720 --> 00:33:22.640
Maybe, maybe that's a good advice, you know, to kind of wrap up the segment is just um be you, find something of interest to you so you can relate to other humans and they will watch your content because they want to watch you because they relate to you, right?
00:33:22.960 --> 00:33:23.359
Exactly.
00:33:23.599 --> 00:33:29.119
So apparently Jo relates to zero sugar and burritos, and I feel you on that.
00:33:29.200 --> 00:33:30.079
I like that a lot.
00:33:30.319 --> 00:33:31.920
That's that is what I relate to, yeah.
00:33:32.000 --> 00:33:33.519
Unfortunately, but that's good.
00:33:33.839 --> 00:33:46.079
So AI should loan officers be that I'm constantly we get this question, you know, AI or should we be freaked out about it, or how should we how should we leverage it so that we can be better on social media in closing?
00:33:46.400 --> 00:34:04.799
Yeah, I think this is this is the penultimate question in today's world because we're we're it's so enticing to think I can pre create all my content and have it all done for me, licky split with you know this one prompt with on chat GPT is gonna like change my world, right?
00:34:05.039 --> 00:34:08.639
And it's not gonna let you, it's it's not gonna do anything for you.
00:34:08.800 --> 00:34:27.199
Um, what what these plat what those AI platforms can do for you is help you process what it is that you want to say, help you find ideas about yourself that maybe you haven't thought about, or help you find different angles, or help you clarify what you're trying to say, but think use that big old brain of yours, is my perspective.
00:34:27.360 --> 00:34:36.400
Like, I mean, uh like just like we've talked about for the last couple of minutes, the thing that's gonna make people connect with you is you, it's not what AI says is you.
00:34:36.639 --> 00:34:41.199
Um, that type of content you're seeing all the time and you're scrolling past it, and it's not helpful.
00:34:41.360 --> 00:34:48.079
So, yes, it could is a shortcut to creating more content, but it's a shortcut to creating content that no one's gonna watch.
00:34:48.239 --> 00:34:58.639
Um, and please, for the love of all things that are good and holy, do not create an AI avatar and like put a script in there and have it be you because people will know it's not AI.
00:34:58.800 --> 00:35:04.400
I feel like we are getting so good at snuffing out what is real and what is not real in today's world.
00:35:04.480 --> 00:35:11.760
And in fact, not only are we as humans being good at that, but the the social media platforms are also getting really good at that.
00:35:11.920 --> 00:35:18.320
And they are um Adam Osari, who's the uh head of Instagram, one on record, he just he did this just the other day.
00:35:18.400 --> 00:35:21.599
On he does these like ask me anything and just like these long stories.
00:35:21.760 --> 00:35:29.199
I think it's like a Mondays or Wednesdays, I can't remember what day it is, but um got asked that question like, oh, what are you doing with AI generated content?
00:35:29.440 --> 00:35:41.519
And his response was again, this is the head of Instagram said, We are actively like downgrading that content, so we're not showing that as often as real organic content, real stuff that is by humans.
00:35:41.679 --> 00:35:43.119
And so just think about that.
00:35:43.280 --> 00:35:54.239
If you're looking for more engagement, more people to see your content, it's not about putting more content out there quickly, it's put about putting content that's real in who you are to being authentic.
00:35:54.480 --> 00:35:55.440
Yeah, I love that.
00:35:55.519 --> 00:36:08.000
And I love that you know, the human connection is alive and real, and that's why I believe in my heart that loan officers don't, in a future world of AI, don't go away because they can't have this.
00:36:08.159 --> 00:36:10.960
There's no visceral connection to a computer, right?
00:36:11.119 --> 00:36:17.519
There's no understanding there how important the home loan is and how important home and security is.
00:36:17.679 --> 00:36:23.360
A computer can't have that kind of empathy and can't have the guidance that a loan officer can provide.
00:36:23.519 --> 00:36:38.079
So, in my mind, let's we leverage it to help us uh and we we can't be naive that it's coming and and it's part of the new world, but we need to learn to leverage it so that we can be better and more efficient at our jobs.
00:36:38.239 --> 00:36:43.519
Um, but we but I just don't think that the human connection can be found in a computer.
00:36:43.679 --> 00:36:52.559
So I do think that that advice of just being your real self, and I love that Adam, the guy in Utah, you said, is just real and he kind of just shares who he is.
00:36:52.880 --> 00:36:55.519
And that that is never gonna change.
00:36:55.599 --> 00:37:09.920
And that is always going to be um, and as AI and as that kind of fake world becomes more real, I think that the authentic realness of humanity will be um even more important on social media.
00:37:10.159 --> 00:37:11.360
100% agree.
00:37:11.519 --> 00:37:12.159
That's great.
00:37:12.320 --> 00:37:13.199
Well, hey, we agree.
00:37:13.280 --> 00:37:16.239
Let's go get some burritos and uh let's do it.
00:37:16.400 --> 00:37:17.599
Yeah, thanks, Joe.
00:37:17.679 --> 00:37:18.559
Have an awesome day.
00:37:18.639 --> 00:37:21.039
Thanks for being part of Origination Booth Podcast.
00:37:21.280 --> 00:37:21.840
Yeah, thanks.
00:37:21.920 --> 00:37:22.320
You too.
00:37:22.480 --> 00:37:23.119
Appreciate it.
