WEBVTT
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So if you're trying to grow your business and trying to make more money, then you probably heard that you've got to build your personal brand.
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Most people who hear that, just like you, are thinking, what is a personal brand and how do I do it?
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Well, today we're gonna bring clarity to all of that and we're gonna give you the tactics and the playbook on how to do it in 2026.
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So I'm here, I'm joined with my friend Neil Dingra.
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He is the founder of Ford.
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And if you haven't followed him, you gotta follow him right now at Neil home on Instagram.
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You'll be blown away by his content.
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He went from he went from what he calls middle class broke to actually making millions, build helping people build their personal brands through masterminds and through this business that he created.
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And all of it happened when he turned a camera around on his phone and started to film content and hit him record.
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So um today we're gonna talk about that playbook.
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So, Neil, thanks for being here today, man.
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I really appreciate that.
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No, but this is we were just talking before the episode, like this is years in the making.
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Years in the making.
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I think it's gonna be really impactful.
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And just to clarify, for anybody watching or listening, like, you know, when we talk about making more money, you know, that's A, that's okay.
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If you want to make more money, you want to grow your business.
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I believe that if you make more money, you can help more people.
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You can hire more people, you can create, you know, safety and security for your family.
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There's so many cool things because money's a tool.
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So it's first and foremost, like it's not bad to want to make more money.
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Like, I feel like there are people who think, oh, that's selfish.
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No, it's actually the opposite.
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If you do this right, I guess you could be a douchebag and do it wrong, you know, but if you're doing it right, it's a you're you're making a big impact.
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You're helping a lot of families in the mortgage of real estate business.
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So the first business that I went to multiple seven figures in and still have is mortgage and I in real estate, and we do all that, but then I launched a second business as a passion project just by accident, and that turned into a multi-seven-figure business.
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But the reason why those things kind of happened easy, and it doesn't mean there's hard work, there wasn't a lot of hard work, there is, but the results became a lot easier is because of personal brand.
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So if you think about like, I know you were gonna ask like how to define it, right?
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Think about like the freeway when there's a bunch of traffic and everybody's just like you know in a jam trying to get to work, and then there's that like HOV lane or like the carpool lane, and it's just open free lane.
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When you have a personal brand, it feels like you're in that lane.
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There you go.
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So you're like things, everything becomes easier.
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You want to recruit, it's easier.
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You want to hire, you want to get better talent for your team, it's easier.
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You want to get business partners, you want to get clients.
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When you speak, you want to fill your events or your website.
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Everything becomes it doesn't mean it's like um like you're just not work involved.
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There is work because you have to build the brand, but it just makes everything else in business easier.
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And once I figured that out, I was like, bro, this is cheap code.
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I want to stay in that lane.
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Yes.
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So okay, so you figured that out, right?
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I mean, you you literally went from and I remember when it happened.
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Like I literally remember Oh, yeah, because you've been watching since the get-go.
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Yeah, I mean, like it was COVID had happened, you know, it was like this golden age of content on LinkedIn or on Instagram or wherever you were doing it.
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But I remember when you started to hit my feed and then um and then watching what you were doing was just different than everybody's, right?
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And so that was really cool.
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But then I knew who Neil was.
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So when you called me and you said, Hey, are you you sent me a DM, which I still have, but because I followed your playbook on this, you said, Hey, I'm doing an event.
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I'd really like you to come.
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It was very personalized.
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And you're like, Yeah, I think Alex's coming, you know, you some of your friends are coming.
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So you you made it, you know, relatable.
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And then all of a sudden I was at your event, bought a ticket, you know, got on a plane, went to an event that literally changed my whole idea on um a personal brand.
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That's what I want to do for the audience today is really help them.
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So before we jump into it, what I'm curious about for you, because we are on the breakthrough podcast, is what was that breakthrough moment that you were, you know, driving in track, you were stuck in traffic, and you keep watching, you know, the HOV lane right next to you go by.
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What happened that you were like, all right, I gotta change my the way that I do this?
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Was there a defining moment that you remember?
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Yeah.
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So I was just thinking, you know, burnt out of being in the industry.
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I started in mortgage industry in 2023-ish.
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Uh and um, you know, had big run up into the crash, the crisis of 08, 09, the whole business collapsed.
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We had this, me and my brother had this huge office, and then it went down to like us working in a closet and we subleased the rest of the place out just to survive.
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Um, and we got through that period, but I remember then the business picked up quite a bit in 2012, 2013, 2014.
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It just kept getting busier, and we were doing great.
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But then 2018 came along.
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And if anybody's been in the business a while, 2018 was a kind of a down year.
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Remember that year?
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Like it was like, oh, dude, it's the I think rates went up by like a percent.
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And nothing, by the way, nothing compared to what happened to us in 2020.
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We just didn't know what the floor was, you know.
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We didn't know how bad it could get at that time.
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Yeah, and so everything moved up, and then there was just mass layoffs.
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Uh things were slow.
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And I was just thinking to myself, dude, I've been doing this for a while now, over a decade.
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I'm burnt out.
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Maybe I should do something else.
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I'm still young, I'm still in my mid-30s at that point.
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Dude, maybe this isn't for me anymore.
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I don't want to call people that don't want to talk to me.
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I hate talking to realtors who like stood me up for coffee, you know, like trying to reach out to uh clients.
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We were doing a lot of Zillow leads.
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So we'd buy realtor.com, Zillow, all the uh sync leads, all these leads would come into our CRM, and I was really good at systems, like all the follow-ups.
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But at the end of the day, we, you know, it's just like chasing after just a commodity, just a vendor.
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Yeah, I was just one of many people.
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But then I would see other people on my market who were crushing it.
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And I was like, well, what's different about those people?
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And I would get mad because I'd be like, bro, I'm better, I'm a better loan officer than that guy.
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I know loans better, I know the guidelines better, I know the systems better, I'm a better, uh, I'm just smarter.
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But they were making more money.
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And some of them were they just better marketers?
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Did just more people knew their name.
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Okay, yeah.
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And so what I realized was it's not the best person who wins, it's the most known person.
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Like it's it's best, it's not best, it's best known.
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And I was like, man, how do I become more known?
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Well, at the time, I'm literally like uh deathly afraid of like speaking, you know.
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I that was one of my biggest fears of public speaking.
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Um, I was really good one-to-one, but I didn't want to put myself out there.
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I did not even have a social media account.
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I would be making fun of you, you know, at the Christmas party, being like, dude, you guys are giving all your privacy away to Facebook.
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Like, you know, you don't know what they're doing on, you know, I was just like uh just a data guy.
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Um, but I was I remember just being like, okay, let me set up an account.
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Started to set up an account.
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Then I started watching people like Gary V and all these influencers talk about how you know social media is like the new gold rush.
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And if you have a brand, personal brand, you can do this, this.
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And they were talking about it for other industries.
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And I was like, well, how can we apply it to this industry?
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And at the time, bro, I think there was a few content creators, there was people in real estate, very few in mortgage though.
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Yeah, there was more in real estate than mortgage, but mortgage was like wide open.
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Um, and so I just started doing it really bad.
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But even with those bad videos, 2018, 2019, I started to see my business grow.
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And so when we met, it was like 2020, 2021.
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Agreed, yeah.
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Um, but up until that point, I had already 4X'd my mortgage business, got out of that rut.
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And so I guess the the breaking point was just realizing like, hey, I don't need to quit.
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I need to quit what I'm doing, I need to pivot.
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So a lot of times people think you're stuck and it's a sign that you should do something else.
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No, it's a sign that you need to try like something else within the same industry sometime, you know.
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Like, um, I like the framework of let's take something, take a boring industry, and how could we make it sexy?
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Yes.
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So, like events I did that with, right?
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Events super boring, mostly snooze fest for our industry, yeah, for the most part, no offense, but like it's hard to do a good event.
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I was like, Well, what if we made them really cool and innovative and fun?
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Boom, success, right?
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Same thing can be done with content, same thing can be done with anything.
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Well, so so when you go back and you think about that moment that changed everything, do you remember when you first went viral?
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Or do you remember like when you finally, or when you got like the first lead?
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Yeah, you know, and you got you got the first taste of people knowing who you were in your market, you know, what was that like for you?
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Yeah, it was like uh it was a feeling of respect.
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So it's like, man, people now want to talk to you.
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You don't have to chase them down.
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And I remember just getting inbound messages from referral partners.
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Okay.
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So I remember doing videos and getting some success with getting customers, and then people would watch the videos, and I was also sharing the journey.
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I think this is a big piece people skip.
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Uh I call it build in public.
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People think you need to wait till everything's good or you're really polished before you put yourself out.
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No, you should do it along the way.
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Tell them what you're working on.
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So I would tell people, bro, I suck at speaking, but I'm gonna do an event and I hope it doesn't bomb.
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I'm terrible at video, literally, guys.
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It took me 14 takes to make this one video, but I'm doing it anyways.
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And so I would bring people along the journey of like, hey, I'm building a personal brand, and I'm also not saying I'm great or perfect, I'm not faking it.
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I'm telling you, like, dude, I'm struggling.
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So if people kind of get come along with that, think about like a fitness journey.
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If you tell people, hey man, I'm on a journey to lose 50 pounds, I'm on 75 hard, I'm doing this.
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People get behind you.
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They really like you just went through it.
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It's a crazy thing because we went, you had an event here.
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How many people came to the event that we did for the for the talks, the signature talks that you did here?
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Oh, that was like 60 people.
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So 60 people in the room.
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Every person that came up to me cared nothing about any of my business, was like, how's it going on your on the 75 hard?
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You know, because I was like consistent with the messaging or whatever.
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But for me, it was like give somebody an idea of what you're doing every day and you know, share the journey.
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Um, and even like I think there's something to be said about sharing the journey about how uncomfortable you are with, you know, even getting on social media.
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I mean, this is a guy, you, yeah, who didn't like social media and now has become, you know, how I mean, you have hundreds of thousands of people that are following your content hours upon hours of watched content um across YouTube.
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You now have the podcast, everything, and you're touching so many lives.
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And then now you have these events that are happening.
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What do we have this week?
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How many people are sharing?
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Uh, and this is a high-level group of like 120 people.
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And so they're they came from the bigger event, which was a thousand people.
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Yes.
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Um, and so yeah, like all these cool things happen as a result of putting yourself out there.
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So it's like opens doors you don't even think are possible.
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Like, what I'm trying to do and what I'm trying to connect the dots with with somebody listening that is super uncomfortable with it, that felt the same way as you, you know, that doesn't like being on so or is just lurking on social media and is not doing anything with it, but why it's so important you'd be and and somebody said this analogy.
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I like your HOV lane, but somebody at one of your masterminds said, um, I think it was at one of yours, they said, you know, you got to think of it like these airplanes that are in the sky, and the fog's gonna roll in.
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And when that fog rolls in, those planes that are already in the sky are gonna stay in the sky.
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Yeah, and the ones that are on the ground are gonna stay on the ground.
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And so, do you want to stay on the ground, right?
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So if you don't do it now, there's gonna be a point of no return that it's gonna be so hard to enter the game.
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And this is why I want to do this today, because we're entering the fourth quarter.
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Yep.
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There's a lot of people who are listening who are starting to think about okay, we're we're gonna go into 2026, which I thought like this year happened like that.
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And I wanted to give them the playbook on what they should be doing today.
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So if you're, you know, any in any sort of business that people are looking to make money from and can do it with their personal brand, where do they start?
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I mean, from your perspective.
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So, first thing first is like, okay, yeah, we agree, we're gonna put ourselves out there, we're gonna do this.
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It's even if you're uncomfortable, you need to just think about the people you're trying to serve.
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So we all woke up ready to serve people.
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If you're in a client business, you want to help your clients.
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And so it's not unlike doing that, but just putting it out there on the internet.
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And a lot of people are scared of the judgment, they don't talk about this a lot, but uh, I've just noticed even people in our group will go over the ideas, they all agree, we'll even shoot the videos.
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Some of them won't post them.
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Why?
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Because they're afraid someone's gonna judge them, how they look, how they sound.
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And the truth is you just kind of have to get over yourself.
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And that might be uh something that you know is deeper rooted, and there might be like some therapy involved, maybe.
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I don't know.
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Like we all go through this kind of stuff, but you may just have a low self-worth thing.
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Like you might be not thinking you're just so that's a whole nother conversation.
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But I will say that regardless of the issue, if you just do the reps, it gets easier.
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Like I've even watched your comfort level on camera over two, three years.
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It's just changed dramatically.
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Like you can just pop up on stories, shoot a video, you're not you don't have the cringe cont thing going in.
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You know, like when people first do it, you feel like this cringe.
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It's called camera cringe.
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Yeah, that's what it is.
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You gotta cringe if you want to binge or something.
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So like you just feel like your content's cringe, you're cringe, like the whole thing because it's just awkward.
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Yeah, but you've gotten over that.
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How?
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Because of reps.
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Yeah, there's probably some more to it, but like at the end of the day, it's like, okay, take a challenge, shoot the videos, don't post them, but do one every day.
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At the end of the 10 days, you'll probably hate yourself a little less, you know, the way you look and sound, and then you'll be ready to post.
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Now, if you're watching this, you're already posting.
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Now we need to take it to the next level.
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But either way, wherever you are, let's get over ourselves.
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There's no spot, it's not about you, it's about the people we're trying to help.
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I totally agree.
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That's the first thing first, because you talk to people how many times about the strategy and they don't do it.
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Why?
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They'll tell you they don't have time.
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They don't have time, yeah, they don't have the equipment, they don't what you know, every excuse you can think of, right?
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Yeah.
00:13:34.960 --> 00:13:38.159
And so, A, if you have your phone, you're good to go.
00:13:38.320 --> 00:13:40.399
We're gonna go over the tactics on this exactly.
00:13:40.559 --> 00:13:46.000
But then B, it's not about creating more time, it's about making time for what's important.
00:13:46.720 --> 00:13:49.519
So uh I think about myself as a content creator first.
00:13:49.759 --> 00:13:59.759
I'll just tell everybody watching and listening, if you are doing the same thing every year, and then years go by, nothing in your business is really going to change.
00:14:00.559 --> 00:14:09.519
Like you'll make some money, hopefully you invest it well, but you're subject to the market conditions, the level of transactions, interest rates, all these things that you can't control.
00:14:09.919 --> 00:14:15.120
And so you're, you know, you're just on the roller coaster of the business world, the economy, the recessions, whatever.
00:14:15.519 --> 00:14:19.360
And so your earnings just kind of go up and down, but you don't get anywhere.
00:14:19.440 --> 00:14:20.080
There's no value.
00:14:20.240 --> 00:14:26.879
So the the part that was probably a big turning point breakthrough for me was realizing that, hey, dude, what's your sales pipeline right now?
00:14:27.200 --> 00:14:28.000
How many loans you got?
00:14:28.159 --> 00:14:29.600
What how many deals you got in the pipe?
00:14:30.159 --> 00:14:30.960
Oh, it's low?
00:14:31.200 --> 00:14:33.360
Well, then you're you're low value.
00:14:34.240 --> 00:14:34.879
Well, what do you mean?
00:14:34.960 --> 00:14:36.080
I've been doing this 15 years.
00:14:36.159 --> 00:14:37.919
I've all this experience, all this thing.
00:14:38.159 --> 00:14:38.799
It doesn't matter.
00:14:39.200 --> 00:14:40.960
You're as good as this month's numbers.
00:14:41.039 --> 00:14:41.519
That sucks.
00:14:41.600 --> 00:14:43.360
But that's the harsh truth of this business, right?
00:14:43.759 --> 00:14:48.720
So if when you have a brand, you have yes, this month's numbers, but you also have this thing that's worth something.
00:14:49.120 --> 00:14:50.320
Your name is worth something.
00:14:50.559 --> 00:14:55.840
If your name can do 90% of the work for you, you're gonna crush.
00:14:56.000 --> 00:15:00.480
Imagine like if just your name comes up and they're already 90% sold.
00:15:01.279 --> 00:15:02.080
That's a good thing.
00:15:02.240 --> 00:15:06.000
Like, that's a huge advantage over the competition who's starting at zero and you're already a 90.
00:15:06.320 --> 00:15:06.960
So think about it.
00:15:07.200 --> 00:15:08.240
It's a huge difference, man.
00:15:08.399 --> 00:15:08.559
Yeah.
00:15:08.639 --> 00:15:09.840
I mean, it's a huge difference.
00:15:10.000 --> 00:15:12.399
And you know, I'll I'll share this with you.
00:15:12.639 --> 00:15:21.600
Um, you know, I hired somebody of about a year ago, and they ended up becoming like our top performer and and they weren't like when we hired them.
00:15:21.840 --> 00:15:27.039
And I everything about it was like just it was the right person, right market, everything was good.
00:15:27.200 --> 00:15:30.559
And I asked them, like, why did you end up like, what, what got you to come over here?
00:15:30.799 --> 00:15:33.519
When when I thought back to it, it was like a really easy transaction.
00:15:33.679 --> 00:15:35.840
Like, how did you end up coming to work with me?
00:15:36.080 --> 00:15:42.159
And they were like, Oh, well, I I sent your Instagram to all my realtors and my friends and said, What do you think about this dude?
00:15:42.240 --> 00:15:47.279
And they were like, he looks really authentic, and you know, yeah, I I I like him.
00:15:47.440 --> 00:15:50.559
And so that was the deciding factor, but I never knew that, right?
00:15:50.720 --> 00:16:07.600
So your your your content or your brand will will, you know, show up in places that you're you're not gonna always see it's gonna be so transactional that they're like, hey, I'm coming to work for you because I saw the video you made, or I'm gonna, you know, do a deal with you because I saw the video you made.
00:16:07.759 --> 00:16:12.000
But that video you made could be the reason that they felt more comfortable doing business with you.
00:16:12.080 --> 00:16:12.240
Yeah.
00:16:12.399 --> 00:16:16.639
And I think that's where content matters and building your brand matters.
00:16:16.799 --> 00:16:22.240
Um and then, but you think about like a funnel of like, okay, where are people at in the process?
00:16:22.559 --> 00:16:24.240
Top of funnel, middle funnel, bottom funnel.
00:16:24.320 --> 00:16:25.840
Well, well, people don't understand that content.
00:16:25.919 --> 00:16:26.960
So I mean that that concept.
00:16:27.039 --> 00:16:28.159
So I'm glad you're bringing it up.
00:16:28.320 --> 00:16:32.000
Yeah, like where are people at in if they want to let's just use our business, real estate mortgage.
00:16:32.159 --> 00:16:33.519
Okay, are they ready to buy a house?
00:16:33.679 --> 00:16:37.039
Yeah, that's the bottom piece, ready to write an offer this weekend.
00:16:37.120 --> 00:16:38.879
Like that's the very tip of the bottom.
00:16:39.120 --> 00:16:41.039
It's like three percent of the overall market.
00:16:41.200 --> 00:16:41.440
Yes.
00:16:41.600 --> 00:16:45.200
Well, we're all fighting like cats and dogs over that three percent because that's where we make money.
00:16:45.279 --> 00:16:45.679
That's good.
00:16:45.840 --> 00:16:46.320
We want to help.
00:16:47.039 --> 00:16:48.399
Yeah, we want to help those people for sure.
00:16:48.879 --> 00:16:51.360
What happens when there's not enough people in that top bottom thing?
00:16:51.600 --> 00:16:54.720
The business kind of slows down, people leave, they give up.
00:16:55.120 --> 00:16:59.120
Well, what what a did anybody have the bright idea to talk to the other 97%?
00:17:00.000 --> 00:17:02.240
Like just a thought, you know, there's a lot.
00:17:02.399 --> 00:17:03.120
I don't know.
00:17:03.360 --> 00:17:04.559
Maybe like so.
00:17:04.640 --> 00:17:05.200
Think about this.
00:17:05.359 --> 00:17:06.480
There's all these other people.
00:17:06.640 --> 00:17:08.799
Now, there's some people who don't qualify, they'll never buy.
00:17:08.880 --> 00:17:09.359
That's fine.
00:17:09.680 --> 00:17:12.079
But there's a huge piece who are undecided.
00:17:12.799 --> 00:17:19.119
What are we gonna do to keep in contact with those people and talk to them until they're ready to transact?
00:17:19.519 --> 00:17:21.519
And so you need a passive strategy to do this.
00:17:21.599 --> 00:17:26.319
I understand you don't want to make cold calls to people who are six months away from buying a home, you'd go broke, you're not gonna get paid.
00:17:26.400 --> 00:17:31.119
But what if there's a video strategy, email, all these things, podcasts, YouTube, whatever you want to do?
00:17:31.440 --> 00:17:38.319
So that's the premise is like, okay, if you want to succeed going forward, if you want to get to the next level, you need a brand.
00:17:38.880 --> 00:17:40.720
And it's actually easier than you think.
00:17:40.799 --> 00:17:42.079
You just have to pick a platform to do that.
00:17:42.160 --> 00:17:48.160
So the first step would be to think about okay, which platform, uh, who well, I would say this.
00:17:48.240 --> 00:17:48.799
Let's back up.
00:17:48.880 --> 00:17:52.480
The first step would be think about the person you want to serve.
00:17:53.119 --> 00:17:55.839
Who are the people you would like to help with your content?
00:17:56.240 --> 00:17:59.680
And I really want you to narrow it down to a single person.
00:17:59.920 --> 00:18:02.160
This is a powerful exercise I did later in the game.
00:18:02.240 --> 00:18:03.119
I wish I did in the beginning.
00:18:03.200 --> 00:18:05.519
If I'd done it in the beginning, I would have gotten successful much faster.
00:18:05.759 --> 00:18:10.799
The first year or two of content, I got some results, but I would have had way more if I'd narrowed it down.
00:18:10.880 --> 00:18:13.759
So I was just trying to appeal to everybody because I'm like, I'll take anybody.
00:18:13.839 --> 00:18:16.720
I don't care, you know, I just need some people to follow me and work with me.
00:18:17.200 --> 00:18:18.559
You're thinking top of funnel.
00:18:18.799 --> 00:18:19.039
Yes.
00:18:19.200 --> 00:18:22.240
But what you want to do is like, okay, who are the people I want to help?
00:18:22.400 --> 00:18:25.680
Now, by picking this one person, your content will reach way more people.
00:18:25.759 --> 00:18:26.240
So let's think.
00:18:26.640 --> 00:18:26.880
What's that?
00:18:27.039 --> 00:18:28.240
What's do you are gonna go through the exercise?
00:18:28.400 --> 00:18:31.119
I'm sorry to interrupt you, but I'm super curious about going through that exercise.
00:18:31.440 --> 00:18:34.240
Yeah, so let's I think a lot of people glaze over like what that really means.
00:18:34.480 --> 00:18:37.279
Yeah, so they call it like picking your avatar, things like this.
00:18:37.440 --> 00:18:42.480
Okay, so let's just say uh I want to help millennial homebuyers.
00:18:42.640 --> 00:18:43.599
Okay, cool.
00:18:43.839 --> 00:18:45.359
Men or male or female?
00:18:46.240 --> 00:18:47.200
Uh both.
00:18:47.440 --> 00:18:48.880
Well, no, no, no, pick one.
00:18:49.119 --> 00:18:50.079
Like you have to pick one.
00:18:50.240 --> 00:18:55.119
Okay, and there's gonna be like more than this in the in your audience and more people, but we need to pick one.
00:18:55.359 --> 00:18:59.759
Now somebody might say, Um well, I want to help people within this range.
00:18:59.839 --> 00:19:02.799
No, just pick a specific age, specific person.
00:19:03.200 --> 00:19:08.079
Okay, so I'm like, okay, it's a it's a 38-year-old millennial guy.
00:19:08.160 --> 00:19:12.559
He's married, he has a couple kids at home, he makes 200 grand a year.
00:19:12.960 --> 00:19:14.079
I want to help that guy.
00:19:14.400 --> 00:19:16.160
His total household income is 200 grand.
00:19:16.640 --> 00:19:18.960
That's my person I want to help, and here's how I can help them.
00:19:19.039 --> 00:19:20.480
Or he makes 150 grand, whatever.
00:19:20.720 --> 00:19:21.039
Cool.
00:19:21.359 --> 00:19:22.480
What is that guy doing?
00:19:22.559 --> 00:19:23.599
He's renting right now.
00:19:24.160 --> 00:19:25.279
What does he do all day?
00:19:25.519 --> 00:19:26.960
What does he what does he have in assets?
00:19:27.119 --> 00:19:29.839
He has a 401k, he probably has some savings, whatever.
00:19:30.160 --> 00:19:32.319
Okay, so now I know this person.
00:19:32.400 --> 00:19:33.359
Let's name him.
00:19:33.680 --> 00:19:34.640
Okay, his name's John.
00:19:34.880 --> 00:19:36.720
His name's freaking whatever.
00:19:36.960 --> 00:19:37.359
Cool.
00:19:37.680 --> 00:19:38.480
Where does he live?
00:19:38.640 --> 00:19:40.000
He's in San Diego, California.
00:19:40.160 --> 00:19:42.160
So now you're thinking about this person.
00:19:42.400 --> 00:19:50.400
And so when you think about the person, now we can have a conversation and not make it like you know, the biggest mistake people make is they think they're talking to a large group of people.
00:19:50.559 --> 00:19:54.240
The way social media content, YouTube content is consumed is on a one-to-one basis.
00:19:54.319 --> 00:19:55.519
People are sitting there with you.
00:19:55.759 --> 00:19:56.000
Okay.
00:19:56.160 --> 00:19:56.960
It's a one-to-one.
00:19:57.279 --> 00:20:03.119
And it feels like not authentic, not personal, if you're just like, hey, y'all, hey, everybody, you think you're talking to a big audience.
00:20:03.200 --> 00:20:03.519
No, no, no.
00:20:03.599 --> 00:20:09.839
Well, I think well, for the longest time, not to interrupt, but like I think for the longest time, even and I even catch myself when I'm doing content.
00:20:10.000 --> 00:20:12.960
Yeah, like we go into you, you what did you call it?
00:20:13.039 --> 00:20:14.880
You said you're like a wrestler.
00:20:15.200 --> 00:20:21.680
Um, you're like you, you go like hyped up in your videos because I'm I'm yelling or whatever, but it's because you think you're talking to an audience.
00:20:21.839 --> 00:20:22.000
Yeah.
00:20:22.400 --> 00:20:26.079
I mean, it's a good thing to have energy because the camera takes takes down your energy.
00:20:26.160 --> 00:20:26.720
So that helps.
00:20:26.880 --> 00:20:37.119
But I think if you can flip it around and really talk to the person that you're trying to connect with, yeah, it'll connect with so much more people, so many more people on a more personal level.
00:20:37.200 --> 00:20:46.640
There's people that I, for instance, you'll make a post, you'll you'll do a post where you're walking and talking about something, and it'll be like, it's a great day, right?
00:20:46.720 --> 00:20:48.240
Like the clouds are out or whatever.
00:20:48.799 --> 00:20:51.279
I feel like you sent me that that to me.
00:20:51.359 --> 00:20:54.799
Yeah, like I felt like that that was meant for me, right?
00:20:54.960 --> 00:20:57.759
And that's magic when when you can get that to happen.
00:20:58.160 --> 00:21:02.000
Because now that's happening with you, but everybody's having that one-to-one experience.
00:21:02.079 --> 00:21:06.240
So now the one-to-one scales to hundreds, hopefully thousands of people eventually.
00:21:06.480 --> 00:21:06.799
Okay.
00:21:07.039 --> 00:21:09.680
So I would be like, think about that person's problems.
00:21:09.920 --> 00:21:11.039
Let's meet them where they're at.
00:21:11.200 --> 00:21:14.720
Well, what are the problems that that person faces, and what could you help them with?
00:21:15.519 --> 00:21:18.880
Okay, well, this guy, John, he feels bad.
00:21:19.039 --> 00:21:22.640
He feels like he missed the boat on owning a home because he's renting right now.
00:21:23.119 --> 00:21:26.000
He feels like interest rates are too high, home prices are too high.
00:21:26.480 --> 00:21:28.799
Um, he wonders if it's the right time to buy.
00:21:29.119 --> 00:21:34.640
You know, he has the story of his uncle or his dad who bought right before the recession and the prices crashed.
00:21:34.720 --> 00:21:35.920
He doesn't want to make that mistake.
00:21:36.480 --> 00:21:42.160
Um, he's also worried about the economy and inflation and maybe an upcoming recession.
00:21:42.240 --> 00:21:43.519
So these are the things on his mind.
00:21:43.839 --> 00:21:45.680
Also, he doesn't have a huge down payment.
00:21:46.000 --> 00:21:49.519
He's only saved up this much, but he has a retirement account, so I'm not sure what he can do there.
00:21:49.680 --> 00:21:56.160
Uh, and then he's kind of worried about his credit because he had one issue a couple months ago and it and it killed his score.
00:21:56.480 --> 00:21:57.279
And you got this down, yeah.
00:21:57.920 --> 00:21:58.799
Like it's so far down.
00:21:59.359 --> 00:22:03.920
Okay, so now if we knew about all these things, okay, how could we help with all these things?
00:22:04.400 --> 00:22:05.680
Do you have an answer for every one of those?
00:22:05.920 --> 00:22:07.440
That's a piece of content for every one of those.
00:22:07.680 --> 00:22:10.960
And not only that, it's like we can talk multiple times about the same thing.
00:22:11.440 --> 00:22:16.480
You know, how many tips do you know on how to get someone's credit score from 620 to 700?
00:22:16.799 --> 00:22:18.000
A lot of different ways.
00:22:18.640 --> 00:22:24.640
So if we call out, if we're speaking to John and we're calling out his problems, now we can really address this situation.
00:22:24.880 --> 00:22:32.400
Be like, dude, if you're struggling with your credit score, I actually have a tip that'll boost you like 60 points in two days, honestly.
00:22:32.480 --> 00:22:32.960
This sounds crazy.
00:22:35.839 --> 00:22:36.480
We've all done it, right?
00:22:36.799 --> 00:22:38.400
Okay, that's cool, that's super valuable.
00:22:38.559 --> 00:22:46.400
Um guys, I want to share, or I you like John, I want to share with you a way that you can buy a home even if you don't have the best credit.
00:22:46.720 --> 00:22:49.119
And uh there's a did you know the government will actually help you with this?
00:22:49.279 --> 00:22:51.519
It's called the NFHL and then you go into it, like cool.
00:22:51.680 --> 00:22:57.279
So you're calling out this individual like with the problems, but you're really thinking of like, I want to solve this issue.
00:22:57.519 --> 00:22:59.920
And so you're you're speaking to specific things.
00:23:00.079 --> 00:23:01.519
So that's just one content strategy.
00:23:01.599 --> 00:23:08.559
There's many others, but I would start with that if if you if anybody's like, okay, my content's not landing, or I'm not even doing this.
00:23:08.640 --> 00:23:16.880
If you start there, you'll have way more success because everybody else is thinking about themselves in the video, where you're thinking about John and his problems.
00:23:17.039 --> 00:23:17.440
Yes.
00:23:17.759 --> 00:23:22.880
I I hope that the people listening will, or I hope you that are listening, I should say, right?
00:23:22.960 --> 00:23:29.200
Because I'm talking to one person, but I want them to go back on that and really listen to what you said because that's really everything.
00:23:29.359 --> 00:23:33.839
How you build that avatar will change you know your entire content strategy.
00:23:34.160 --> 00:23:52.880
Where do you see and you know, you have an opportunity to consume content not just for entertainment or for what you look at content for, um, education, whatever it is, but you also have this like group of people that you support that you you've coached as well.
00:23:53.119 --> 00:23:55.519
And so you're looking at their content, like how are they growing, right?
00:23:55.599 --> 00:23:56.240
You've seen mine.
00:23:56.640 --> 00:24:00.319
What do you think the biggest mistake people are making right now when they're on this journey?
00:24:00.880 --> 00:24:05.440
So I think they might be talking about the things and not the outcome of things.
00:24:05.759 --> 00:24:18.480
Like whenever you're talking about uh, you know, what you would like to teach, if you if you're talking about something in terms of the actual thing, what I found is that has a very, very limited audience.
00:24:18.559 --> 00:24:22.079
It's that 3% that are ready to transact and maybe even smaller today.
00:24:22.720 --> 00:24:26.480
Everybody else doesn't care because they don't really know what that's for.
00:24:26.960 --> 00:24:30.000
So the biggest mistake is talking about the thing and not the outcome of the thing.
00:24:30.079 --> 00:24:32.000
So I'll give you an example, like I just did.
00:24:32.880 --> 00:24:35.920
What you know, what it people would talk about an FHA loan.
00:24:36.480 --> 00:24:37.440
Okay, well, what is that?
00:24:37.519 --> 00:24:39.119
What is what does an FHA loan do?
00:24:39.599 --> 00:24:46.400
It helps you buy a home, even if you have bad credit, it helps you um get into the market, it helps you with low-down payments.
00:24:46.720 --> 00:24:49.599
So this is a government solution that helps you with these things.
00:24:50.000 --> 00:24:52.400
It's called this thing, but that's later.
00:24:52.559 --> 00:24:55.279
Like people lead with that and wonder why no one's interested.
00:24:55.440 --> 00:25:02.079
I saw somebody the other day promoting, like, you know, um uh, you know, uh non-QM 101.
00:25:02.720 --> 00:25:04.640
Nobody knows what non-QM even means.
00:25:04.799 --> 00:25:06.880
Like yeah, or like what does that mean?
00:25:06.960 --> 00:25:07.680
Well, how do you break it?
00:25:07.759 --> 00:25:08.319
Yeah, it's a really good thing.
00:25:08.400 --> 00:25:10.720
So you would say what is the what is this solution?
00:25:10.880 --> 00:25:12.960
What is that problem that non-QM solves?
00:25:13.119 --> 00:25:13.440
Yeah.
00:25:13.759 --> 00:25:20.079
Well, it solves you it solves uh financing for people who don't qualify for traditional mortgages.
00:25:20.400 --> 00:25:28.160
So, like, here are programs that help you buy a home even if you don't have tax returns, even if you have non-traditional documentation, you know, whatever these things.
00:25:28.319 --> 00:25:32.079
Or did you guys hear about the non-QM program?
00:25:32.240 --> 00:25:37.039
Or did you hear about the XYZ solution that young people are using to buy homes today?
00:25:37.200 --> 00:25:38.880
Let me show you how this works, you know.
00:25:39.119 --> 00:25:40.240
So, did you hear about this?
00:25:40.400 --> 00:25:45.359
I like using observations because then people don't have to think of you as the expert.
00:25:45.440 --> 00:25:46.400
Why should I listen to you?
00:25:46.480 --> 00:25:48.720
You just make an observation and then you talk about the thing.
00:25:48.880 --> 00:25:50.559
So, yeah, that's a huge mistake.
00:25:50.640 --> 00:25:59.119
I think uh the other thing is not making content for broad appeal versus small, like narrow appeal.
00:25:59.359 --> 00:26:03.359
So there's people who be like, hey man, I'm not growing, I'm not getting views.
00:26:03.599 --> 00:26:04.400
Well, that's okay.
00:26:04.480 --> 00:26:07.519
It might be a niche topic that's meant for a small audience.
00:26:08.160 --> 00:26:08.480
Okay.
00:26:09.039 --> 00:26:12.160
But let's just say uh you want to make that reach more people.
00:26:12.400 --> 00:26:15.440
We need a topic that more people would be interested in.
00:26:15.759 --> 00:26:19.359
So one quick strategy for everyone to do is like, what's your topic?
00:26:19.599 --> 00:26:26.079
Well, uh, my topic is uh this program that helps people fix their or uh buy a home.
00:26:26.240 --> 00:26:27.200
Well, cool.
00:26:27.440 --> 00:26:29.440
What is another what is a topic?
00:26:29.680 --> 00:26:31.039
Like I'll go through one that I just did.
00:26:31.119 --> 00:26:31.920
This is a great example.
00:26:32.000 --> 00:26:34.480
So I wanted to talk about buying an Airbnb.
00:26:34.559 --> 00:26:35.839
Do you guys own any Airbnbs?
00:26:35.920 --> 00:26:36.000
Yes.
00:26:36.160 --> 00:26:36.400
You do?
00:26:36.480 --> 00:26:36.880
Okay, awesome.
00:26:36.960 --> 00:26:43.279
So you know, so let's say you want you and your wife, Tracy, you want to make a video about buying Airbnbs because you know how to do it and you've done it, you want to show the success.
00:26:43.519 --> 00:26:46.480
Well, how many people are interested in buying short-term rentals?
00:26:46.720 --> 00:26:52.240
There's probably a good amount, but that is just limited to those people who are interested in buying short-term rentals right now.
00:26:52.319 --> 00:26:53.759
I'm going to show you guys how to buy Airbnb.
00:26:53.839 --> 00:26:54.559
Here's how we did it.
00:26:54.720 --> 00:26:55.119
Cool.
00:26:55.359 --> 00:26:58.960
Well, what is what is one of the benefits of owning an Airbnb?
00:26:59.759 --> 00:27:01.039
Just like what do you what do you think?
00:27:01.200 --> 00:27:02.960
Like, what is what are the things that help you?
00:27:03.200 --> 00:27:04.160
What are the things that help me?
00:27:04.240 --> 00:27:06.400
Well, it's a huge tax you know benefit, right?
00:27:06.640 --> 00:27:07.599
Yes, tax benefit.
00:27:07.680 --> 00:27:07.920
Yeah.
00:27:08.079 --> 00:27:16.400
Okay, so how many people, Chris, are interested in buying short-term rentals versus how many people are interested in saving money on taxes?
00:27:16.640 --> 00:27:17.279
Yeah.
00:27:17.519 --> 00:27:23.680
I believe that most Americans, adult age, are interested in saving money on taxes.
00:27:24.319 --> 00:27:29.759
So I have an example of this where I made a video about buying short-term rentals as a strategy for investing.
00:27:29.920 --> 00:27:31.440
It has limited audience.
00:27:31.599 --> 00:27:39.759
I made the same video about how young people are wiping out their tax liability by buying short-term rentals, and it did a million views.
00:27:39.839 --> 00:27:40.240
Yeah.
00:27:40.480 --> 00:27:50.960
So what you want to think about is like if you want more views, if you want more followers, you need to find a topic that would more that many people would be interested in learning about.
00:27:51.119 --> 00:27:52.960
So there's riches in the niches for sure.
00:27:53.039 --> 00:27:53.359
Yes.
00:27:53.599 --> 00:28:00.480
But you have to also think about how could you put your niche topic underneath the umbrella of something that would appeal to more people.
00:28:00.640 --> 00:28:02.880
So real estate, getting rich with real estate.
00:28:03.039 --> 00:28:03.119
Yeah.
00:28:03.279 --> 00:28:04.880
Like that's bigger appeal.
00:28:05.119 --> 00:28:07.519
Um FHA loan, very narrow appeal.
00:28:08.160 --> 00:28:11.119
Government program that helps you acquire homes and get rich.
00:28:11.279 --> 00:28:12.079
That's big appeal.
00:28:12.160 --> 00:28:14.079
Like you have to keep making it more broad.
00:28:14.240 --> 00:28:18.480
And when you start thinking like this, you realize there's way more opportunity.
00:28:18.799 --> 00:28:19.839
There's way more opportunity.
00:28:19.920 --> 00:28:34.559
But that's I think that's the um the I think you have a gift in this, and which is why you coaching people is so you know, people who are listening that want coaching from this, this is a really good opportunity for them to get that.
00:28:34.880 --> 00:28:47.200
Because I think when you can learn that language, and so let's say you have an idea, and I was thinking as you were talking, like I can prompt, I could have a prompt that makes me think broader.
00:28:47.440 --> 00:28:47.839
Yes.
00:28:48.000 --> 00:28:48.319
Right?
00:28:48.480 --> 00:28:52.240
So, how do I make this you know hit this conversation hit?
00:28:52.319 --> 00:28:57.039
And then it once it starts to do that, it might be able to give me an idea that I wasn't thinking.
00:28:57.119 --> 00:29:02.640
And it might not be exactly the way AI is telling me, but it's opening up my brain to other opportunities.
00:29:02.720 --> 00:29:03.440
But you have that.
00:29:03.519 --> 00:29:04.160
That's a really good idea.
00:29:04.400 --> 00:29:05.920
So you think about uh TAM.
00:29:06.000 --> 00:29:10.960
Uh whenever you're pitching a uh business, you think about the total addressable market.
00:29:11.119 --> 00:29:17.599
Anyone who's ever raised money for a company or looking at a business as a as a like how much opportunity, how much money could this business make?
00:29:17.759 --> 00:29:19.599
Like, what's the total addressable market?
00:29:19.759 --> 00:29:22.079
So think about the TAM of your topic.
00:29:22.319 --> 00:29:24.480
If it's limited TAM, it's gonna be limited views.
00:29:24.720 --> 00:29:30.880
Now that is okay if you're talking to like, hey, you're a branch leader who wants to make more money.
00:29:31.359 --> 00:29:33.519
Let me show you the PL, like whatever you guys talk about.
00:29:33.599 --> 00:29:34.000
That's cool.
00:29:34.079 --> 00:29:35.440
You just know it's a limited audience.
00:29:35.519 --> 00:29:38.960
But you would never you probably would not expect that video to go viral.
00:29:39.119 --> 00:29:43.039
No, but you're expecting it to reach the right person who you can help.
00:29:43.200 --> 00:29:43.359
Yeah.
00:29:43.519 --> 00:29:47.279
But then if you do want to make a viral video, maybe make it about something else.
00:29:47.359 --> 00:29:48.640
Like you would pick a different topic.
00:29:48.720 --> 00:29:50.559
So topic selection is important.
00:29:50.799 --> 00:29:52.880
How you structure the video is important.
00:29:52.960 --> 00:29:57.519
Um, I know it's a lot of big mistake people make is they're giving too much context.
00:29:57.759 --> 00:29:59.839
So I'll give you an example uh in Instagram.
00:30:00.400 --> 00:30:03.680
Stories, you could do you can talk about your day, you could talk about what's going on.
00:30:03.759 --> 00:30:04.160
That's fine.
00:30:04.240 --> 00:30:09.359
Because it's even there, you should limit it because people's time is limited, they're gonna swipe through really quick.
00:30:09.599 --> 00:30:14.960
But if you want to talk about um topics in the feed, like actual reels, you would just want to get straight into it.
00:30:15.039 --> 00:30:18.640
So a lot of a lot of people will dance around the issue.
00:30:18.799 --> 00:30:25.920
Like, hey, man, it's been a super busy day, and uh just got off the phone with a client and I want to share this tip with you.
00:30:26.160 --> 00:30:27.680
Well, what if we just started there?
00:30:27.839 --> 00:30:30.319
You know, like that whole intro could be chopped off.
00:30:30.480 --> 00:30:36.000
And let's just go, this is a crazy thing about buying, you know, doing this thing, or here's the tip I want to share with you.
00:30:36.160 --> 00:30:39.359
Like, let's just share that instead of all the context beforehand.
00:30:39.519 --> 00:30:43.119
So we think we need a lot of setup when in reality the setup is meaningless.
00:30:43.200 --> 00:30:43.839
People don't care.
00:30:44.000 --> 00:30:45.759
They don't care, they don't care what you get from a lot of people.
00:30:46.000 --> 00:30:51.200
Do you find yourself, do you find yourself doing that video and then just editing it?
00:30:51.519 --> 00:30:55.759
Yeah, taking it out just because you need that sort of warm-up, if you will, to yeah.
00:30:55.839 --> 00:30:58.240
I think a lot of people need just to get the in the motion.
00:30:58.319 --> 00:30:59.839
That's a good point, and then you can just trim it off.
00:30:59.920 --> 00:31:01.599
Yeah, that's what the that's for the feed video.
00:31:01.680 --> 00:31:05.359
Now, if you're making a personal piece of content and you want to talk about what you're going on in your life, that's different.
00:31:05.519 --> 00:31:07.359
You could you could set the table however you want.
00:31:07.599 --> 00:31:11.839
But I just think in general, we need to get to the point quicker, get to the punchline quicker.
00:31:12.000 --> 00:31:16.799
And I've noticed a lot of videos that fail, they get to that, but it's like 20, 30 seconds into the video.
00:31:16.960 --> 00:31:17.599
Too far in.
00:31:17.759 --> 00:31:18.319
Too far in.
00:31:18.480 --> 00:31:22.000
So in some cases, you could start the video with the punchline.
00:31:22.319 --> 00:31:22.640
Yes.
00:31:22.799 --> 00:31:24.400
Like I've seen this on podcast clips.
00:31:24.480 --> 00:31:29.839
They'll take the bar, the the best line, put it at the front of the video, and then do the explanation.
00:31:30.079 --> 00:31:32.960
When you're in the middle of a podcast, do you find that bar?
00:31:33.119 --> 00:31:35.279
Do you know immediately what the bar is when you when you're yeah?
00:31:35.359 --> 00:31:37.119
I think you're listening to it, and you're like, man, that was a line.
00:31:37.200 --> 00:31:40.319
That's a writer down, or you know, that's a screenshot of a slide.
00:31:40.400 --> 00:31:42.319
You know, those are kind of one-liners.
00:31:42.559 --> 00:31:47.839
And so you have to think about okay, uh, eventually as you do more content, you'll start to speak in sound bites.
00:31:48.480 --> 00:31:51.519
And uh that just allows people to pay attention to you more.
00:31:51.759 --> 00:31:56.000
The other concept that I think is really important, and I just had this come up because it's a really cool timing.
00:31:56.160 --> 00:32:09.599
This morning I did a call for a homebot, who's like a uh uh software company that serves our industry, real estate mortgage, and they had me come on the call and they had a bunch of their clients on the call and they were talking about marketing for uh 2026, same kind of thing we're talking about.
00:32:09.839 --> 00:32:19.839
And I went over some of these ideas on like how you can reach people with your content more, and they were like mind-blown emojis in the chat, and they were like, Man, this is crazy.
00:32:19.920 --> 00:32:23.200
This is I've never gotten so much value in such a short period of time.
00:32:23.599 --> 00:32:27.599
And I realized, like, bro, the bar is so low in our industry.
00:32:27.839 --> 00:32:28.160
I agreed.
00:32:28.640 --> 00:32:32.960
And so you have to think about like your chances of success and and stacking the deck in your favor.
00:32:33.599 --> 00:32:37.039
Let's say you're a funny guy, you're a comedian, you tell jokes, whatever, cool.
00:32:37.279 --> 00:32:41.359
If you go to Hollywood trying to become a movie star, like what's the competition like?
00:32:42.240 --> 00:32:42.880
Stack, bro.
00:32:42.960 --> 00:32:46.799
Like you can go to LA and you could be the funniest guy and you could struggle waiting tables for 10 years.
00:32:47.519 --> 00:32:51.680
Let's say you're funny and you want to be the funny guy in mortgage on the internet.
00:32:52.480 --> 00:32:54.079
Dude, you're you're the one person.
00:32:54.400 --> 00:33:00.480
Yeah, you could literally be one of you could be the top three funniest people in our industry right now on the internet.
00:33:00.799 --> 00:33:01.039
Yeah.
00:33:01.279 --> 00:33:07.680
Because so you have to think like, where could you stack if you have a talent, it doesn't even have to be world-class talent, it just needs to be something.
00:33:07.839 --> 00:33:08.079
Yeah.
00:33:08.319 --> 00:33:09.759
And you whatever that thing is.
00:33:09.839 --> 00:33:14.160
And I found, unfortunately, whatever that thing is for most people, they're hiding it.
00:33:14.240 --> 00:33:18.880
So literally, the one thing that would give you the highest chance of success, you'll never put it on out there.
00:33:18.960 --> 00:33:19.759
You never put that out there.
00:33:19.839 --> 00:33:21.599
You're just gonna like, you know, keep it behind.
00:33:21.680 --> 00:33:24.160
So I would encourage people to think like, where are your talents?
00:33:24.240 --> 00:33:25.279
What are your interests?
00:33:25.440 --> 00:33:26.640
And start putting those out there.
00:33:26.720 --> 00:33:34.799
Because I don't even have that many, but every time I share one with my content, people just start to connect more and you start to get more reach with all the stuff.
00:33:34.960 --> 00:33:37.920
So these are just all tips along the content journey.
00:33:38.079 --> 00:33:40.720
And then we could get into like, okay, how do you turn this into clients?
00:33:40.799 --> 00:33:42.720
How do you turn this into prospects and money?
00:33:42.880 --> 00:33:45.119
But the first step is like making better videos.
00:33:45.599 --> 00:33:47.759
If we start there, then the rest becomes easier.
00:33:48.079 --> 00:34:08.400
Well, so Neil, like what we're talking through though is you know, you went from something sparked your your curiosity or you you changed the way that you were thinking, then you figured out how to you had to change what you were doing, like and you went from I'll never do you know, content and that's stupid.
00:34:08.719 --> 00:34:09.679
What are you guys doing?
00:34:10.000 --> 00:34:10.880
to doing it.
00:34:11.440 --> 00:34:13.840
And then you figured out to how to make money with it.
00:34:14.079 --> 00:34:14.239
Yeah.
00:34:14.480 --> 00:34:18.000
And then you figured out strategies on how to get from one to one to one to many.
00:34:18.239 --> 00:34:18.559
Yes.
00:34:18.880 --> 00:34:36.639
And so kind of shift into that a little bit because I think what people don't realize is I think when people think about you know, I'll get on a call with my team and I'll I always ask this question when whenever it's around like social media or branding, who's gotten deals off of Instagram, right?
00:34:37.039 --> 00:34:42.239
It's so many people raise their hand, yet they'll stop putting you know content out, right?
00:34:42.320 --> 00:34:45.039
They they like do it and then they stop, they do it and they stop.
00:34:46.639 --> 00:34:51.039
And but I think what people think through is like it's always one deal.
00:34:51.119 --> 00:34:57.519
Like it's I got one deal from somebody that contacted me in a DM and I ended up closing a deal for them.
00:34:57.920 --> 00:35:00.639
And I think they're missing the point of being able to go one to many.
00:35:01.119 --> 00:35:10.800
And so talk a little bit about that strategy for like we you, you know, you went in a webinar, like people I don't think people realize the the the um the massive opportunity with a webinar.
00:35:11.039 --> 00:35:18.400
Yeah, so if you're stuck on you know anywhere in business is ceiling, you have to scale the number of people you can get into your in your business.
00:35:18.639 --> 00:35:25.840
Now, you can only serve so many, so people build teams, they can any, you know, the best people in our industry have teams of people that they sir help.
00:35:26.079 --> 00:35:28.320
They have um recruits, they have all kinds of stuff going.
00:35:28.400 --> 00:35:30.000
So that's how you can scale your business.
00:35:30.480 --> 00:35:33.760
But the selling mechanism has to change at some point.
00:35:33.920 --> 00:35:36.079
Uh and most people are always in one-to-one.
00:35:36.239 --> 00:35:41.360
And if you're doing one-to-one selling, you're just gonna continue to work and be burnt out.
00:35:41.679 --> 00:35:47.599
Like it's just it's hard to it's only so many calls you can make in a day, it's only so many doors you can knock on, so many meetings you can have.
00:35:48.000 --> 00:35:52.239
So, what changed the game for me is switching my efforts from one-to-one to one to many.
00:35:52.320 --> 00:35:53.119
So, what does that mean?
00:35:53.280 --> 00:36:02.719
Well, if I'm gonna do a call with a home buyer to educate them on the market and why they should buy here, well, wouldn't it be cool if I could get 15 home buyers on that call?
00:36:03.199 --> 00:36:15.440
If I'm gonna do a meeting with a real estate partner and give them some tips and stuff, and and by the way, I still do one-to-one, but it's like we use one to many to reach the masses, and then you s you you then you pick the people you want to work with one-to-one.
00:36:15.760 --> 00:36:17.119
But it just makes one-to-one way easier.
00:36:17.199 --> 00:36:18.320
It makes it like a layup.
00:36:18.800 --> 00:36:23.119
So one to and and some people will work with you straight off the one-to-many, which is cool.
00:36:23.199 --> 00:36:24.400
That's how you can really scale this.
00:36:24.719 --> 00:36:29.599
So if I'm gonna have a meeting with a business partner, well, what if I taught that to 15 business partners?
00:36:30.000 --> 00:36:30.320
Right?
00:36:30.480 --> 00:36:32.559
Like it's the same hour of my time.
00:36:33.440 --> 00:36:39.679
And so when you think about content, like the you know, everybody here wants to spend more time with their family.
00:36:39.840 --> 00:36:43.519
They will, you know, they probably have a spouse who's probably mad at you for working too much.
00:36:44.079 --> 00:36:44.719
Literally, right now.
00:36:44.960 --> 00:36:45.519
Literally, yeah.
00:36:45.679 --> 00:36:47.679
Everybody's dealing with this, we're all dealing with this.
00:36:48.000 --> 00:36:54.079
And you know, the crazy thing that your spouse probably doesn't know when they're mad at you is that you actually agree with them.
00:36:54.719 --> 00:37:03.360
You don't want to be working as much, but you have obligations, you have pressure on you, you have to perform, and so you're trying to juggle like you're serving two masters.
00:37:03.440 --> 00:37:09.280
You know, you want to be this perfect person, but you also want to be crushing it at work, and so it's hard, dude.
00:37:09.360 --> 00:37:09.920
I get it.
00:37:10.239 --> 00:37:14.000
But the key is like changing some of the activities to be more efficient.
00:37:14.480 --> 00:37:17.440
So, you know, this is the whole definition of like working smarter, not harder.
00:37:17.679 --> 00:37:23.599
And if you continue to just do the the old school methods, it might work, but you're gonna burn out.
00:37:23.920 --> 00:37:25.760
You might get divorced, you know, who knows?
00:37:25.840 --> 00:37:26.559
Hopefully not.
00:37:26.800 --> 00:37:30.800
Um, but you'll also just it's just like a path to like a dead end, you know.
00:37:31.039 --> 00:37:34.079
And so that's why I think of one to many as being the path out of that.
00:37:34.320 --> 00:37:36.480
So that's a big reason why I do content.
00:37:36.639 --> 00:37:45.360
So you have to think about okay, if I'm able to speak to a couple hundred people with this video, if I'm gonna do the conversation, why don't I just put it on the on a piece of content?
00:37:45.760 --> 00:37:51.679
And I think the part that you said earlier is like people who don't have time, they don't have time initially because it takes a lot of time to do it.
00:37:51.920 --> 00:37:55.119
What they don't realize is once you get good at this, it takes very little time.
00:37:55.599 --> 00:37:58.000
Like somebody's like, hey dude, how do you have time to post the videos?
00:37:58.079 --> 00:37:59.679
I'm like, how do you have time to brush your teeth?
00:38:00.079 --> 00:38:05.039
You like content for me could be walking from the car to the front door on the way into the office.
00:38:05.119 --> 00:38:06.480
Like, guys, I want to share with you this.
00:38:06.639 --> 00:38:11.039
Or hey, here's something that happened, or uh, and I'm talking about, you know, a quick tip.
00:38:11.119 --> 00:38:14.239
Like that video you said, I'm sharing what's going on in Vegas, and it's like steam.
00:38:14.800 --> 00:38:17.199
That was literally from I'm going to a date night.
00:38:17.280 --> 00:38:20.239
I was like walking from my car to meet my wife for dinner.
00:38:20.480 --> 00:38:22.880
But there's you know, a three-minute walk in between.
00:38:23.039 --> 00:38:23.840
That's that's a video.
00:38:25.119 --> 00:38:27.679
And so you get to the point where you can just pull it off in certain spots.
00:38:27.760 --> 00:38:39.360
That's why I love making like more than half the content now with the phone instead of having to get into the studio, do the scripting, do like that's cool, but there's also a great opportunity elsewhere, you know, just to do it on the fly.
00:38:39.440 --> 00:38:42.559
And you do this a lot too, where you're just posting straight from the phone, yeah.
00:38:42.719 --> 00:38:44.559
Uh on the evening walk, you know.
00:38:44.719 --> 00:38:46.320
Yes, that makes it a lot easier.
00:38:46.400 --> 00:38:49.119
So the bar drops for the time it takes you to do it.
00:38:49.280 --> 00:38:50.960
But that's the stuff that most people interact with.
00:38:51.119 --> 00:38:56.880
That's the stuff that I get the most views with, is you know, because it gives people an opportunity to get to know me on a personal level.
00:38:57.199 --> 00:38:58.639
So let's talk about that for a little bit.
00:38:58.719 --> 00:39:04.800
I mean, you know, I think um mortgage content is boring.
00:39:05.039 --> 00:39:05.280
Yep.
00:39:05.440 --> 00:39:14.719
So if I go to somebody that I'm looking, like it's first thing I do, first off, I think people have to realize that right now your Instagram or your LinkedIn, that's your resume, right?
00:39:14.880 --> 00:39:21.679
So if I if if you hear about somebody, I think if if we were talking and I mentioned somebody you had never heard of them, what's the first thing you do?
00:39:21.840 --> 00:39:23.920
Do you look up their yeah, yeah, you look up their Instagram?
00:39:24.079 --> 00:39:25.920
Or you might even text someone their Instagram.
00:39:26.000 --> 00:39:27.119
That's how you refer to it.
00:39:27.280 --> 00:39:27.360
Right?
00:39:27.440 --> 00:39:28.239
That yeah, so you text them.
00:39:28.400 --> 00:39:29.199
I don't even have a business card.
00:39:29.280 --> 00:39:30.000
I just send you my Instagram.
00:39:30.159 --> 00:39:33.280
And then so I look at the Instagram and I'm like, are they legit or not legit, right?
00:39:33.440 --> 00:39:33.760
Yep.
00:39:34.000 --> 00:39:38.159
And if I see it's all about low rates, it's all about, you know, that kind of bores me, right?
00:39:38.239 --> 00:39:40.400
I want to know what they're about, who they are as a person.
00:39:40.719 --> 00:39:49.519
So I think that's a mistake that a lot of people are making as well, is just keeping it straight business and the and and not giving, you know, enough about their lives.
00:39:49.679 --> 00:39:52.639
But when you started to do that, what did you start to notice?
00:39:52.880 --> 00:40:03.360
Yeah, so um what you're talking about is a great concept of like, okay, it's not just the con the informational content, if it's just information, people will uh you know, they won't connect with you.
00:40:03.679 --> 00:40:08.800
Like and and you could do just information, but you're competing with like giants, you know.
00:40:08.880 --> 00:40:15.679
There's like people who literally are the best finance creators out there who are gonna make post two, three finance videos a day sometimes.
00:40:15.760 --> 00:40:17.360
Yeah, perfectly done.
00:40:17.440 --> 00:40:20.079
They know they're hacking the algorithm and like you're competing on that.
00:40:20.239 --> 00:40:27.440
Now that it's a game you can play, but there's another game where you have stacked the deck in your favor, which is connection.
00:40:27.760 --> 00:40:34.320
So you have good information, but then I would say 70-30 or 80-20 at the at the highest level.
00:40:34.480 --> 00:40:40.239
You know, you might have out of 10 posts, seven of them would be teaching tips, helpful information.
00:40:40.400 --> 00:40:43.599
And when you say it's boring, it is boring to extent, but you can make it better.
00:40:43.760 --> 00:40:44.960
You can make it really, yeah.
00:40:45.119 --> 00:40:46.559
You can show numbers on screens.
00:40:46.639 --> 00:40:49.920
Yeah, I talk about this, not just telling people, show them real things.
00:40:50.400 --> 00:40:52.800
To us, it's kind of boring because we watch this stuff all day.
00:40:52.960 --> 00:40:53.519
All day, yeah.
00:40:53.760 --> 00:40:58.159
But for the average viewer, they don't see they don't follow seven people in real estate and mortgage.
00:40:58.239 --> 00:40:59.760
So they're like, okay, this might be interesting.
00:40:59.840 --> 00:41:00.800
You might catch people.
00:41:01.039 --> 00:41:04.079
Like I said, that tax video, like, dude, that's viral.
00:41:04.159 --> 00:41:07.039
People are sharing it, saving it, sending it to their spouse, saying it's their CPA.
00:41:07.280 --> 00:41:08.480
Well, they feel smarter from it.
00:41:08.559 --> 00:41:10.960
They you gave them a piece of information that's smarter, yeah.
00:41:11.199 --> 00:41:12.400
Infotainment is a big thing.
00:41:12.480 --> 00:41:17.119
Information can be entertaining, but then the connection piece is where I've seen huge ROI.
00:41:17.199 --> 00:41:19.920
And you just said it like people really connect and remember.
00:41:20.079 --> 00:41:23.199
So 30% of the content is not business related.
00:41:23.519 --> 00:41:28.880
Now, I've seen people even win with 70-30, 70% personal, 30% business.
00:41:29.119 --> 00:41:33.119
Like they're a XYZ who happens to do real estate.
00:41:33.599 --> 00:41:34.239
That's where I want to be.
00:41:34.400 --> 00:41:35.599
I don't know why, but that's where I want to be.
00:41:35.679 --> 00:41:36.320
It can be, it can be.
00:41:36.559 --> 00:41:38.239
I just thought that interesting enough, or at least I think.
00:41:38.559 --> 00:41:43.360
Yeah, you could be like, dude, I'm a I'm on this fitness thing, I do this, yeah, I'm a life coach, whatever you want to be.
00:41:43.440 --> 00:41:45.840
Like, and I also happen to do this, that that can work.
00:41:45.920 --> 00:41:54.639
Yeah, I do think you need to pick which side and kind of commit to a certain path because otherwise it confuses the algorithm, confuses your whole growth pattern.
00:41:54.800 --> 00:41:58.480
But uh, there's something to be said for like slower growth, but more profitable growth.
00:41:58.880 --> 00:42:03.440
You know, the fastest way to grow would be just to talk about one thing over and over and do that for years.
00:42:03.599 --> 00:42:06.159
Like we have a guy in our group that did that, but it's boring.
00:42:06.239 --> 00:42:07.280
He even tells me he struggles.
00:42:07.360 --> 00:42:08.480
He's like, I want to talk about other things.
00:42:08.639 --> 00:42:10.079
Anytime I talk about other things, it bombs.
00:42:10.239 --> 00:42:12.960
Dude, every time I open up my TikTok, there's a guy in there.
00:42:13.119 --> 00:42:17.360
It's like he's either talking about renovations, I and that's or or like non-Q.
00:42:17.840 --> 00:42:19.039
Like there's a non-Q guy.
00:42:19.360 --> 00:42:22.239
Though some of those videos took off, it's just like run the play again.
00:42:22.320 --> 00:42:27.119
And Instagram will tell you, these platforms will tell you, yeah, hey, this is the topic that worked, make more like this.
00:42:27.280 --> 00:42:27.599
Yes.
00:42:27.760 --> 00:42:31.840
And you should to some extent, but for me, I want to talk about more things than just that.
00:42:32.079 --> 00:42:35.199
So uh, what I want to do is I don't want to teach different things.
00:42:35.280 --> 00:42:38.719
I want to be known for one thing, but I want to be known for me.
00:42:38.800 --> 00:42:44.000
So I have this concept where I don't want to be well known, I want to be known well.
00:42:44.320 --> 00:42:51.599
And if you're known well and you've let people know the things that make you take and some of your personal life, and you can share as much or as little of this as you're comfortable with.
00:42:51.679 --> 00:42:53.519
I know some people don't want to put their kids or family on.
00:42:53.679 --> 00:42:56.639
That's fine, talk about other things, but you have to share something else besides the work.
00:42:56.800 --> 00:42:58.239
How long did it take for you to get to there?
00:42:58.320 --> 00:42:59.360
Because that wasn't always the case.
00:42:59.519 --> 00:43:01.519
Yeah, you just start dipping your toe, share a little bit.
00:43:01.840 --> 00:43:05.760
I I watched your journey on it, and it's like you get more comfortable to share.
00:43:05.840 --> 00:43:06.880
Yeah, isn't it a weird thing?
00:43:07.039 --> 00:43:12.800
Like um it is a weird thing on how more how how much more comfortable you'll be over time.
00:43:13.039 --> 00:43:14.480
It's just like a numbing process.
00:43:14.639 --> 00:43:16.239
You get like, yeah, you know, it's not a big deal.
00:43:16.320 --> 00:43:18.800
And then you start sharing a little bit more, you dip your toe a little bit more.
00:43:18.880 --> 00:43:27.360
And then I would say the biggest uh, and this is gonna help people right now, if you could share mistakes you've made, challenges you've overcome.
00:43:27.519 --> 00:43:31.280
I know you shared publicly that you overcame a problem with alcohol.
00:43:31.440 --> 00:43:31.679
Yeah.
00:43:31.840 --> 00:43:38.079
And it wasn't like you uh had a huge problem with it, but you were like, man, I just I'm not myself, I'm not my best when I drink.
00:43:38.159 --> 00:43:42.159
So here's what's crazy about the sorry, but here's what's crazy about that is like how many of you can connect with the city.
00:43:42.880 --> 00:43:47.599
So many people connected, and even to this day, people will ask me to help them, right?
00:43:47.760 --> 00:43:57.840
I'm like, I'm not I can't, I I didn't know what I can only speak to what I did, but but what I'll tell you is that even then when you said, well, it was it really wasn't a problem, well, it was a problem.
00:43:57.920 --> 00:44:02.079
I just wasn't comfortable telling everybody it was a problem until two years later, right?
00:44:02.159 --> 00:44:08.880
Like that time had to, you know, because you're very ashamed of yeah, yeah, you know, letting it be cut, like there's a letting it become a lot of people.
00:44:09.360 --> 00:44:15.920
Somebody might have gone through something like this, yeah, and they would need they they really relate to it, and they're like, Man, I'm so glad you said it.
00:44:16.000 --> 00:44:17.119
You had the courage to talk about this.
00:44:17.280 --> 00:44:19.039
That really helped me get from modern, I think.
00:44:19.199 --> 00:44:23.360
So it's a huge thing, but somebody else is listening and like Neil, I would never talk about that.
00:44:23.599 --> 00:44:24.239
Okay, that's fine.
00:44:24.320 --> 00:44:26.639
Yeah, what is something else you struggle with business-wise?
00:44:26.800 --> 00:44:28.159
What is something you struggle with personal?
00:44:28.400 --> 00:44:33.280
If there's all wins and you're just trying to put out that you're this perfect person, people just don't relate.
00:44:33.360 --> 00:44:34.239
It's not real.
00:44:34.480 --> 00:44:39.920
So I know it's a lot of people in my industry and your industry too, like they're scared to share success.
00:44:40.159 --> 00:44:44.320
Like if they're on a trip with their family, they don't want to share because they're like, oh, this is a really nice resort.
00:44:44.480 --> 00:44:47.199
I don't want people to think I'm uh spending too much money.
00:44:47.360 --> 00:44:50.880
I don't want people to um think I'm out of the office because then they won't send me deals.
00:44:50.960 --> 00:44:52.960
Like they're thinking of overthinking all of this.
00:44:53.199 --> 00:45:00.880
The reason why you don't want to share the successes in your life or the wins is because you didn't share the work, you didn't share the downside.
00:45:01.119 --> 00:45:04.079
So, what about the the week where everything went wrong?
00:45:04.400 --> 00:45:05.280
And we all have them.
00:45:05.440 --> 00:45:07.519
I don't care where you work, we all had them.
00:45:07.679 --> 00:45:08.960
Yeah, deals fell through.
00:45:09.119 --> 00:45:16.000
Uh, maybe it's somebody you've been working on for uh bringing into the organization for months, years, and then they told you they're going somewhere else.
00:45:16.079 --> 00:45:17.840
Yeah, like none of us happens.
00:45:18.079 --> 00:45:19.119
Oh, it it just happened, right?
00:45:19.599 --> 00:45:29.280
200 million, not the door, you know, or like I remember sitting in my office and like five people walk out one day, you know, and you're like, hey, you take that so personal, but you don't want to talk about it, right?
00:45:29.360 --> 00:45:33.360
Because you don't want to show the loss, but you want people, but but I think that makes you real.
00:45:33.440 --> 00:45:37.599
I think that's what's yeah, and and and you could do it in a way where it doesn't, it's not detrimental to your business.
00:45:37.760 --> 00:45:39.760
I don't want to tell people like, hey, my business is going to shit.
00:45:39.920 --> 00:45:40.639
Call me if you need me.
00:45:40.800 --> 00:45:42.400
No, because that's not you can't do that.
00:45:42.480 --> 00:45:46.480
Yeah, but what you can say is look, man, guys, I'm just being straight.
00:45:46.639 --> 00:45:47.840
This was a rough week.
00:45:48.000 --> 00:45:48.320
Yeah.
00:45:48.559 --> 00:45:49.519
Um, I I don't know.
00:45:49.760 --> 00:45:50.719
What did you do that one before?
00:45:51.199 --> 00:45:52.159
It's like man, I appreciate that.
00:45:52.320 --> 00:45:53.119
A couple things went wrong.
00:45:53.280 --> 00:45:55.679
Dude, I'm I'm I got robbed like over the summer.
00:45:55.760 --> 00:45:58.400
I shared a video uh carousel picture on so on.
00:45:58.480 --> 00:46:00.719
So I literally showed our house turned upside down.
00:46:00.880 --> 00:46:01.199
Why?
00:46:01.360 --> 00:46:10.239
Not to get sympathy, but because I learned a valuable lesson that a lot of people needed to hear, which was hey, don't take for granted home security.
00:46:10.719 --> 00:46:11.039
You know what?
00:46:11.119 --> 00:46:14.480
Like, if you have an alarm system, it might be a good idea to turn the dang thing on, you know.
00:46:14.559 --> 00:46:17.679
Like we get so comfortable in our home, yeah, you stop putting the alarms on.
00:46:17.760 --> 00:46:19.360
You price to leave my keys in my car.
00:46:19.440 --> 00:46:20.639
Like, you know, I don't even think about it.
00:46:20.880 --> 00:46:23.920
Your kids come in and out of the pool, you know, they just leave the doors open at night.
00:46:24.000 --> 00:46:26.159
Like it's summertime, you know, everyone's having a good time.
00:46:26.320 --> 00:46:28.960
Like, well, shit, you know, maybe double check.
00:46:29.039 --> 00:46:31.199
And so it just kind of was like a wake up call.
00:46:31.519 --> 00:46:37.280
And so, hey, if my experience can give somebody the wake-up call without having to be robbed, hey, that's helpful.
00:46:37.360 --> 00:46:42.239
Yeah, you know, it's not like, hey, poor me, but I just want to tell someone, hey, man, I I'm having a rough week.
00:46:42.320 --> 00:46:44.960
I got my event this week and I just got robbed.
00:46:45.039 --> 00:46:46.559
And uh man, this sucks.
00:46:46.719 --> 00:46:47.519
But you know what?
00:46:47.760 --> 00:46:57.920
Maybe it's a sign that, like, you know, I needed to get my home security in order because maybe me getting robbed was preventing something that would have happened worse if I hadn't fixed this issue.
00:46:58.000 --> 00:47:01.280
So now we've got it all dialed in, it's all fixed, Fort Knox, whatever, right?
00:47:01.599 --> 00:47:02.960
But that was a lesson I had to learn.
00:47:03.039 --> 00:47:08.639
So I'm just sharing, but like you would be shocked how many people like, hey, can I help you with this?
00:47:08.800 --> 00:47:10.320
I'm gonna do this, dude.
00:47:10.639 --> 00:47:12.400
People sent us like support.
00:47:12.480 --> 00:47:14.719
My friends, like, you call me, text me, whatever.
00:47:14.800 --> 00:47:18.960
Like, so you just realize, like, okay, there's power in just being real.
00:47:19.119 --> 00:47:22.559
And then um, I've just noticed people will support your wins more.
00:47:22.800 --> 00:47:27.760
So when I share that I'm on vacation, um, they'll be like, hey man, enjoy the time with your family.
00:47:27.920 --> 00:47:28.960
Yeah, have a good trip.
00:47:29.119 --> 00:47:32.320
Nobody's like, hey, bro, I'm pissed at you because you're staying at the four seasons.
00:47:32.400 --> 00:47:33.840
Yeah, like, dude, you earned it.
00:47:33.920 --> 00:47:36.159
Yeah, I saw you working your tail off, man.
00:47:36.400 --> 00:47:37.119
I want to know where you're staying.
00:47:37.199 --> 00:47:40.000
Yeah, like people don't tell me where there's like that.
00:47:40.079 --> 00:47:40.559
I want to go there.
00:47:41.519 --> 00:47:42.400
But it's a conversation piece.
00:47:42.480 --> 00:47:42.639
Yeah.
00:47:42.800 --> 00:47:44.639
And so, yeah, there's things you can share.
00:47:44.800 --> 00:47:49.199
You get more comfortable over time, but these are all chances to get lucky.
00:47:49.440 --> 00:47:57.199
So the other day I was talking about, hey, I posted something personal, then the next day I posted something business, then I shared a success of a client.
00:47:57.440 --> 00:48:00.079
Each time I do this, it's a chance to connect with new people.
00:48:00.239 --> 00:48:01.760
It's another chance to get lucky.
00:48:02.079 --> 00:48:05.599
Uh, we shared something about interest rate movement.
00:48:06.159 --> 00:48:09.599
Somebody was in the process of locking their loan on a Friday.
00:48:09.920 --> 00:48:12.079
They just got into contract, random follower.
00:48:12.480 --> 00:48:14.639
They asked if it's a good deal or not.
00:48:15.039 --> 00:48:15.840
It was not.
00:48:16.000 --> 00:48:18.800
Yeah, it was just like, dude, this is crazy.
00:48:19.039 --> 00:48:25.199
We I don't know where you got this from, but like, I'm just telling you, it's not a competitive, and I I don't want to mess up anything if you're already down the path.
00:48:25.280 --> 00:48:27.119
But if you want a comparison, I'm happy to help.
00:48:27.280 --> 00:48:28.400
Yeah, I would love to.
00:48:28.559 --> 00:48:30.159
Okay, that's luck, right?
00:48:30.239 --> 00:48:32.400
So somebody might say, Well, how do you get so lucky?
00:48:32.559 --> 00:48:33.599
Well, you create your own luck.
00:48:33.760 --> 00:48:35.840
It's you, you, you, you know, increase the surface there.
00:48:36.960 --> 00:48:39.519
So now each video increases my chances to get lucky.
00:48:39.599 --> 00:48:41.840
Each email, each piece of content, each connection piece.
00:48:41.920 --> 00:48:44.719
Oh, dude, I like you like that team, I like them too.
00:48:44.960 --> 00:48:46.800
Or who you who are you betting on this weekend?
00:48:46.960 --> 00:48:48.079
Oh, like that's my thing too.
00:48:48.239 --> 00:48:49.119
Now we're connected.
00:48:49.280 --> 00:48:52.880
You'd be shocked how many times small talk leads to big talk.
00:48:53.119 --> 00:48:53.920
All the time, bro.
00:48:54.000 --> 00:48:54.559
It's like that's it.
00:48:54.719 --> 00:49:02.159
We're having a conversation about football, we're having a conversation about where we're staying at on this trip in that same DM thread, four weeks, four months later.
00:49:02.320 --> 00:49:02.480
Yeah.
00:49:02.639 --> 00:49:04.880
Hey, dude, like, where are the rates at on this?
00:49:04.960 --> 00:49:07.679
Or, you know, I'm thinking about pulling money out of this rental, but I'm not sure.
00:49:07.760 --> 00:49:10.079
I need a HELOC, you know, because you're comfortable.
00:49:10.159 --> 00:49:12.480
The door, the path, the communication line is open.
00:49:12.559 --> 00:49:13.599
It's not awkward anymore.
00:49:14.079 --> 00:49:18.800
So I just think whenever you talk to people, you never just go up and just go straight to business.
00:49:19.039 --> 00:49:20.079
Like, hey, dude, how's it going?
00:49:20.159 --> 00:49:20.719
How's the kids?
00:49:20.800 --> 00:49:22.480
You know, and then you maybe ask you a question.
00:49:22.559 --> 00:49:24.159
So we need to do the same thing with content.
00:49:24.320 --> 00:49:26.400
What's the small talk of your content?
00:49:26.559 --> 00:49:28.480
And like you said, most people have none.
00:49:28.639 --> 00:49:31.119
You just just like here's the business, that's it.
00:49:31.280 --> 00:49:32.559
Well, most people will tell you that.
00:49:32.719 --> 00:49:32.960
Yeah.
00:49:33.119 --> 00:49:38.960
But what we just talked about right now, I know opened up people's minds to, oh, I've been robbed.
00:49:39.599 --> 00:49:41.920
I've been, I've, you know, I've been working out, right?
00:49:42.000 --> 00:49:42.400
I'm still.
00:49:42.719 --> 00:49:45.360
And we're talking about the worst things, you know, but like it could be something simple.
00:49:45.519 --> 00:49:47.440
It could be something really what you've had a rough week.
00:49:47.519 --> 00:49:48.400
So what do you give your five?
00:49:48.800 --> 00:49:49.760
What are your five things that you talk about?
00:49:50.239 --> 00:49:55.840
So these are the five F's food, faith, family, fitness, fashion was the one that somebody added.
00:49:55.920 --> 00:49:57.039
I'm not into fashion, as you can tell.
00:49:57.119 --> 00:49:58.079
I wear the same thing every day.
00:49:58.159 --> 00:49:59.920
But other people that's a fashion statement.
00:50:00.000 --> 00:50:01.039
And stuff, yeah.
00:50:01.119 --> 00:50:01.440
There you go.
00:50:01.519 --> 00:50:07.840
But like I noticed you got the sneakers on today with pink freaking shoelaces and a pink sweater, right?
00:50:07.920 --> 00:50:10.239
So, like, you're definitely into fashion on some level.
00:50:10.480 --> 00:50:13.199
I remember posting about shoes, and you're like, hey, bro, return those.
00:50:13.280 --> 00:50:15.360
You know, I'm like, how would I get rid of those now, bro?
00:50:15.599 --> 00:50:19.760
But it's cool, like there's this is just stuff you could talk about as one of the five F's.
00:50:19.840 --> 00:50:22.239
And now, if you're into something else, replace one of the F's with that.
00:50:22.320 --> 00:50:26.880
There's a guy, I was talking about this dude in Colorado, he's in our group, he hikes.
00:50:27.039 --> 00:50:28.480
He's outdoors kind of guy.
00:50:28.559 --> 00:50:30.400
Yeah, he gives the tips during the hike.
00:50:30.559 --> 00:50:33.039
The algorithm shows his content to other outdoors people.
00:50:33.199 --> 00:50:33.599
Oh, wow.
00:50:33.679 --> 00:50:34.239
It's just simple.
00:50:34.400 --> 00:50:43.039
So now if I'm gonna do a deal, I'm gonna do a deal that's with a guy that's like me that's hiking just like me, and I'm more, I might be more connected with that guy than anybody else.
00:50:43.280 --> 00:50:44.639
And I think we all do this already.
00:50:44.960 --> 00:50:47.840
Like, think about why do people choose to work with you?
00:50:48.159 --> 00:50:48.880
Just make a list.
00:50:49.039 --> 00:50:55.840
Well, they trust me, they know me, they like me, uh, we have shared interests, we get along, whatever those things are.
00:50:56.079 --> 00:51:00.079
So all I want to do is take those same things and make sure that they're in my content.
00:51:00.239 --> 00:51:06.880
Like, if you're like, dude, the main reason why people work with me is because I'm a funny guy and they just connect with me and we just get along.
00:51:06.960 --> 00:51:07.119
Yeah.
00:51:07.280 --> 00:51:14.079
Well, you better make sure that you're doing that in your content because the same will be true for the if it worked for these strangers, it'll work for these strangers.
00:51:14.400 --> 00:51:20.880
Well, that's the biggest mistake I see is that like people that I know are very different on I I I'm very different at times, you know.
00:51:21.039 --> 00:51:31.840
So it's hard to go that that authenticity piece is it will get better over time because I think we've, you know, even just people who are doing content get more and more comfortable with it.
00:51:31.920 --> 00:51:41.920
So I want to talk about this because I think that um it's important that people know that it doesn't always have to be a big video production, especially as you go into 2026.
00:51:42.320 --> 00:51:47.360
I mean, even think about what you watch, think about what you stop, what stops your scroll.
00:51:47.519 --> 00:51:52.159
And it's usually somebody on their phone just telling me a story sometimes.
00:51:52.559 --> 00:51:54.079
And that's what gets me to watch them.
00:51:54.159 --> 00:51:56.559
And that I'm like, what I gotta hear what they do.
00:51:56.719 --> 00:52:00.639
This was important enough for them to put this out in their in their car and tell me the story.
00:52:00.719 --> 00:52:02.000
I want to know what it is.
00:52:02.239 --> 00:52:07.840
But everybody thinks that they need to have perfect microphone, perfect lighting, perfect, you know, all this setup.
00:52:08.239 --> 00:52:13.599
So give people some advice on what they could do to you know really you know, stand out right now.
00:52:14.000 --> 00:52:16.559
Um the first thing is like I said, use the phone.
00:52:16.800 --> 00:52:18.400
Selfie cameras great.
00:52:18.559 --> 00:52:27.039
Um, there's something crazy that's going on right now where you know straight eye contact on IG or on social is a little awkward.
00:52:27.280 --> 00:52:27.519
Why?
00:52:27.679 --> 00:52:34.480
Because we're so used to watching people shoot the video with your eyes looking at yourself, it's slightly below the lens, just a little bit.
00:52:35.039 --> 00:52:39.599
But people are so used to it now because most authentic content is shot selfie mode on the phone.
00:52:39.840 --> 00:52:42.639
First thing you need to do is wipe the lens so it's clear, you know.
00:52:42.800 --> 00:52:45.199
You'll be you'll notice, like, hey, my video looks like shit.
00:52:45.360 --> 00:52:47.119
No, you probably just have dirty lens, okay?
00:52:47.199 --> 00:52:48.079
So clean that first.
00:52:48.559 --> 00:52:49.599
Then it's lighting.
00:52:49.920 --> 00:52:51.440
So think about the light.
00:52:51.519 --> 00:52:53.280
Uh is the light hitting your face?
00:52:53.440 --> 00:52:57.360
If you ever put it on your uh selfie mode and you're like, man, I look like crap.
00:52:57.599 --> 00:52:59.599
It's not you, it's a lighting issue.
00:53:00.079 --> 00:53:02.559
For somebody it might be you, but for most people, it's not you.
00:53:02.639 --> 00:53:05.920
It's like, dude, there's just no light in the room, or it's this harsh office light.
00:53:06.239 --> 00:53:09.360
Go outside, change the light, boom, all of a sudden you look not hung over.
00:53:09.440 --> 00:53:10.559
You know, it's like great.
00:53:10.800 --> 00:53:14.480
So, and then the second thing, the last piece of this is audio.
00:53:14.800 --> 00:53:16.320
Can people hear you clearly?
00:53:16.639 --> 00:53:19.599
So I just think I don't want people to work to watch my video.
00:53:19.920 --> 00:53:20.559
Okay, right?
00:53:20.800 --> 00:53:24.400
When you see one of these videos, you can see them, you can hear them.
00:53:24.960 --> 00:53:27.519
If you had to turn it all the way up, you probably just scroll past.
00:53:28.079 --> 00:53:36.000
If the video looked like, you know, I mean it doesn't need to be perfect, but if you couldn't even see their face, it was blurry, you'd be like, dude, there's something wrong with my phone.
00:53:36.239 --> 00:53:37.760
Let me uh exit and come back.
00:53:37.920 --> 00:53:43.119
Like, you know, you would start, you know, it just you don't want people to have to think down on you because of the way the content looks.
00:53:43.199 --> 00:53:44.719
So don't handicap yourself.
00:53:45.039 --> 00:53:49.760
Uh so on a scale of one to ten, I'm thinking like a six, seven, something like that would be perfect.
00:53:50.079 --> 00:53:54.000
If you go like into the high production value, it almost looks like an ad.
00:53:54.480 --> 00:53:55.519
Now, agreed, yeah.
00:53:55.920 --> 00:54:01.119
Some people high production content is their look, it's their differentiator.
00:54:01.599 --> 00:54:05.039
Like, you know, um, even in the studio we're sitting in right now, the content looks great.
00:54:05.199 --> 00:54:06.239
We're in a really nice studio.
00:54:06.320 --> 00:54:14.159
So this can be uh quality can be a differentiator, but at the same time, like it might not like for you, that's not important in the beginning.
00:54:14.480 --> 00:54:17.039
So I would just think get to a six or seven, you're good to go.
00:54:17.280 --> 00:54:21.440
The next thing would be um like the location where you shoot.
00:54:21.599 --> 00:54:22.719
So having a place you do it.
00:54:22.800 --> 00:54:26.480
You said the car, the car is great because there's just light coming in.
00:54:26.559 --> 00:54:31.840
If you especially if you have the windows, they can be closed, so the audio is good, but there's just a lot of natural light in the car.
00:54:32.239 --> 00:54:33.440
Natural light, no one can hear me.
00:54:33.599 --> 00:54:36.320
Yep, and then the doors are shut, it almost serves as a sound booth.
00:54:36.639 --> 00:54:37.360
So it sounds great.
00:54:37.440 --> 00:54:42.079
Yeah, make sure the audio isn't connected to the Bluetooth audio unless the mic is a really good point.
00:54:42.159 --> 00:54:46.880
Yeah, sometimes the mic in your car is trash, and then it's like now you've negated the audio.
00:54:47.119 --> 00:54:51.199
So the the phone, the especially these newer iPhones are great with audio and video.
00:54:51.440 --> 00:54:52.320
So I would just do that.
00:54:52.400 --> 00:55:00.000
Now, next level would be talking to the back camera, which you do a lot of the back camera on this phone is so much better than the selfie one.
00:55:00.079 --> 00:55:00.320
Yep.
00:55:00.400 --> 00:55:02.800
So I love doing videos talking to the back camera.
00:55:02.960 --> 00:55:06.480
Uh in my office, I have a light, like a nice light, I have a good mic.
00:55:06.639 --> 00:55:08.719
But if I'm within arm's length, you don't even need the mic.
00:55:08.800 --> 00:55:09.039
Yeah.
00:55:09.440 --> 00:55:10.880
And these these these phones are amazing.
00:55:11.039 --> 00:55:20.480
I mean, yeah, any really any iPhone is amazing if you're in an office or you're, you know, it I think it only becomes a bigger issue if you have it so far away or you're outside.
00:55:21.039 --> 00:55:28.239
And then the thing you just brought up, which is probably this is really important, and then we could get into like, okay, how do we actually get people off the fence?
00:55:28.400 --> 00:55:28.719
Okay.
00:55:28.960 --> 00:55:35.119
But the last piece on the content is like, okay, one trend that is crushing right now is storytelling.
00:55:35.280 --> 00:55:38.719
You said when people tell a story, you want to watch to hear what happened.
00:55:38.880 --> 00:55:39.039
Yeah.
00:55:39.199 --> 00:55:42.800
So this is a great way to loop in people, keep them watching your video.
00:55:43.039 --> 00:55:49.280
The number one way you can go viral and reach thousands of people with your videos is if they finish the video.
00:55:49.599 --> 00:55:58.000
Like, dude, if you make a video that's 37 seconds long or 43 seconds long, and majority of people watch it, it's gonna reach a lot of people.
00:55:58.079 --> 00:55:58.239
Okay.
00:55:58.480 --> 00:56:03.599
The reason why your video doesn't reach a lot of people is because most people just scroll past it and then the algorithm kills it.
00:56:03.840 --> 00:56:08.079
Like there's a small group that finishes it, but most people they're like, okay, that's not for me, I'm gone.
00:56:08.239 --> 00:56:08.400
Yeah.
00:56:08.639 --> 00:56:13.360
So if you want to make one that reaches, goes crazy, just make it so people are watching it.
00:56:13.519 --> 00:56:16.159
And one of the ways is to hook them in with a good story.
00:56:16.400 --> 00:56:21.519
The problem is, I'll ask you this question what bugs you when someone tells a story?
00:56:21.679 --> 00:56:22.559
Like what bothers you?
00:56:22.639 --> 00:56:24.559
Like if me and you are chatting or you're talking to someone.
00:56:24.800 --> 00:56:26.079
Well, I don't know where it's going, right?
00:56:26.159 --> 00:56:38.559
If I like, or if I feel like they hook me and now they're gonna give me a bunch of BS before they get to why I'm actually like if they're taking too long to get me to get to the punchline, yeah, then I'm I'm annoyed by that.
00:56:38.719 --> 00:56:43.760
So it has to be told in a really that there has to be something to get me to want to listen.
00:56:43.920 --> 00:56:44.079
Yeah.
00:56:44.320 --> 00:56:46.559
And then I got to get to the punchline fast.
00:56:46.719 --> 00:56:46.880
Yeah.
00:56:47.039 --> 00:56:49.039
And you know, that that's what gets me there.
00:56:49.119 --> 00:56:53.119
And if they're if they're um, they have to be a good storyteller.
00:56:53.440 --> 00:56:57.280
I mean, honestly, people know how to there's good storytellers, there's bad.
00:56:57.519 --> 00:57:01.119
And I think you have a really good framework on this that I I literally teach around this.
00:57:01.280 --> 00:57:04.239
Okay, so I have a framework for this for storytelling that would crush for everyone.
00:57:04.320 --> 00:57:05.599
It's called a Spark framework.
00:57:05.840 --> 00:57:06.800
S is the situation.
00:57:06.880 --> 00:57:10.239
So you want to set the scene really quick, one to two sentences.
00:57:10.400 --> 00:57:11.920
The P is the problem.
00:57:12.159 --> 00:57:13.920
What struggle did you face?
00:57:14.079 --> 00:57:16.079
Like what struggle did other people face?
00:57:16.559 --> 00:57:18.800
A action, what step did you take?
00:57:19.039 --> 00:57:23.280
Specific step that you took, our result, like what happened, include numbers if possible.
00:57:23.440 --> 00:57:25.440
And then the key takeaway is what you end with.
00:57:25.519 --> 00:57:27.519
What's the takeaway for watching this video?
00:57:27.760 --> 00:57:33.840
So, like uh if you think about this entire podcast, yes, it is based on tire that that entire thing.
00:57:34.079 --> 00:57:38.559
So if you want to use the Spark formula when in doubt, and so let me give you like a bad example.
00:57:38.719 --> 00:57:47.119
Uh I remember a guy who was talking about how he lost his properties in the foreclosure thing, and he was like, yo, I was foreclosed in 2008, um, and it was really hard.
00:57:47.360 --> 00:57:50.320
But since then I've rebuilt my business and now I'm successful.
00:57:50.559 --> 00:57:54.719
Well, I guess that's the story, but there's not much there to grab people, right?
00:57:54.800 --> 00:57:59.519
Yeah, and so like setting the scene, the situation is so important.
00:57:59.679 --> 00:58:07.519
So I would think about it like this it's 2008, guys, and I'm sitting in my driveway watching them like foreclose on my home.
00:58:07.760 --> 00:58:10.159
Watching the sheriff's department come and knock them out or whatever, you know.
00:58:10.400 --> 00:58:14.079
Well, I just I'm sitting at home and I get the letter that we're getting foreclosed next week.
00:58:14.159 --> 00:58:16.000
Like home is becoming for auction.
00:58:16.239 --> 00:58:17.599
Like I'm with you in that moment.
00:58:17.840 --> 00:58:18.960
And like my stomach sank.
00:58:19.039 --> 00:58:23.440
So like, what's the powerful moment statement, like the pivotal thing?
00:58:23.599 --> 00:58:28.559
Put that up front, like set the stage right up front, like and let them loop them right in, hook them right in.
00:58:28.639 --> 00:58:31.440
I think people like set up too much context and then nobody watches.
00:58:31.599 --> 00:58:31.840
Yeah.
00:58:32.000 --> 00:58:35.519
Now the thing you said is really important, like people just ramble on.
00:58:35.760 --> 00:58:38.480
So this framework keeps you from rambling on.
00:58:38.719 --> 00:58:45.039
So you think about that story of like, okay, in 2008, you know, I uh stood in my driveway watching people play it on my home.
00:58:45.280 --> 00:58:49.440
I was over-leveraged and I on five properties with no money reserves.
00:58:49.679 --> 00:58:51.920
And then uh I just ended up losing everything.
00:58:52.000 --> 00:58:52.800
It was a terrible moment.
00:58:52.880 --> 00:58:57.199
But then what's crazy is that was the moment that I changed the way I handled finances.
00:58:57.280 --> 00:59:00.320
I started tracking my expenses, I started doing this, I started doing this.
00:59:00.400 --> 00:59:03.440
Now, fast forward, I've been able to do X, Y, Z.
00:59:03.760 --> 00:59:05.119
It all came from that pivotal moment.
00:59:05.199 --> 00:59:08.559
So, like, don't lose all your stuff to go through this lesson.
00:59:08.639 --> 00:59:09.360
Start doing this now.
00:59:09.519 --> 00:59:10.639
That's the takeaway for the audience.
00:59:10.880 --> 00:59:11.199
Takeaway.
00:59:11.280 --> 00:59:11.519
Yeah.
00:59:11.599 --> 00:59:14.400
So, like, there's a lesson in what I'm telling you.
00:59:14.800 --> 00:59:20.559
You know, and uh you could go through this with that was like a moment of something where bad happened, but it could be something successful too.
00:59:20.800 --> 00:59:24.079
It could be so many things, it could be the deal I lost this week, the deal I gained this week.
00:59:24.159 --> 00:59:27.920
It could be And we we even had this in our group where people were telling us all kinds of stuff.
00:59:28.000 --> 00:59:34.000
Like, I remember one of the ladies who's like crushing it in Morgan, she's like you she talked about her autistic son.
00:59:34.159 --> 00:59:34.639
Oh, yeah.
00:59:34.880 --> 00:59:36.880
And I was like, I never knew you dealt with that.
00:59:37.039 --> 00:59:39.039
And she was crushing it despite that.
00:59:39.599 --> 00:59:43.119
And it was just like she's never told anybody about this.
00:59:43.360 --> 00:59:50.880
But she wanted to share because she wanted to share like something that's helped her, and it might help somebody else who's dealing with the same issue.
00:59:51.039 --> 00:59:54.559
Bro, comments are full of people who have the same issue as her.
00:59:54.639 --> 00:59:57.599
Yeah, they're trying to work and hold it all together, but they have an autistic kid.
00:59:57.679 --> 00:59:58.719
Yeah, bro, it's crazy.
00:59:58.880 --> 00:59:59.519
That is, yeah.
00:59:59.679 --> 01:00:08.400
So It could be personal, business, doesn't matter, but use like storytelling as a way to get it across because when you think about storytelling, who else could make that video?
01:00:08.880 --> 01:00:10.880
It's like, dude, it's one of one.
01:00:10.960 --> 01:00:11.519
It's gold.
01:00:11.840 --> 01:00:25.679
Well, you know, people listening, you know, most people have had a story where they helped a client that never thought they can get in a home before, or was told no by somebody else that just didn't, you know, do the income right.
01:00:25.920 --> 01:00:33.920
Or everybody has a story that happened this week or last week that they can pull out that same framework and start to tell their story.
01:00:34.079 --> 01:00:36.000
And I just don't think people are doing enough.
01:00:36.159 --> 01:00:41.760
So if you're listening and you're interested in getting that framework, DM us Spark.
01:00:42.079 --> 01:00:42.400
Spark.
01:00:42.639 --> 01:00:42.880
Yes.
01:00:43.119 --> 01:00:48.480
DM us Spark on either at Neil Home or on my um on my Instagram.
01:00:48.719 --> 01:00:49.440
Yeah, we'll send it to you.
01:00:49.519 --> 01:00:50.639
And we'll send it to the send framework.
01:00:50.719 --> 01:00:51.920
You know, I can give you plenty of examples.
01:00:52.000 --> 01:00:57.199
Like, we don't have time to get into all of them here, but like there are so many examples of how you can apply this to your storytelling.
01:00:57.280 --> 01:00:57.440
Yeah.
01:00:57.679 --> 01:01:00.800
And just keeping it on a formula, we'll just keep it on the rails.
01:01:00.960 --> 01:01:02.480
You can also use AI.
01:01:02.719 --> 01:01:08.239
So I love using ChatGPT or Claude and just vomit, word vomit, the whole thing.
01:01:08.320 --> 01:01:10.159
Just tell it like here's the story I want to tell.
01:01:10.320 --> 01:01:13.679
Help me refine this into an effective social media post.
01:01:13.760 --> 01:01:14.559
It'll do it in writing.
01:01:14.719 --> 01:01:16.480
Now, for the this is a great hack, Chris.
01:01:16.559 --> 01:01:20.079
Like people who are afraid to shoot the video, maybe they're not camera ready.
01:01:20.320 --> 01:01:21.679
Or you're like, Neil, Chris, I get it.
01:01:21.760 --> 01:01:23.280
I'm supposed to do video, but I'm not doing this shit.
01:01:23.599 --> 01:01:24.159
Okay, cool.
01:01:24.320 --> 01:01:25.519
Just do it in writing.
01:01:25.760 --> 01:01:26.559
It's so powerful.
01:01:26.719 --> 01:01:29.360
Just write out writing is so good.
01:01:29.599 --> 01:01:33.440
I'm I'm getting so much play on um on LinkedIn with writing.
01:01:33.840 --> 01:01:36.000
So LinkedIn writing, Facebook feed writing.
01:01:36.079 --> 01:01:36.239
Yeah.
01:01:36.400 --> 01:01:40.400
The other way on Instagram to do it is Instagram's a visual platform, video and photo.
01:01:40.559 --> 01:01:46.079
Well, you can make written posts in the feed on like a carousel.
01:01:46.159 --> 01:01:49.039
So you would do like one image, start the story, then the images.
01:01:49.119 --> 01:01:49.519
I read it.
01:01:49.760 --> 01:01:51.280
Camera guys, super easy.
01:01:51.679 --> 01:01:52.639
Super cheap, super easy.
01:01:52.719 --> 01:01:53.280
Yeah, camera.
01:01:53.519 --> 01:01:58.719
So we just went over this with my group where like there's different ways you could do photos with the picture with text over it.
01:01:58.880 --> 01:02:04.639
You could have video with just b-roll, which is like say it's just b-roll of you and I chatting chatting, and then there's some text over that.
01:02:04.719 --> 01:02:04.880
Yeah.
01:02:05.039 --> 01:02:06.159
With music, crushes.
01:02:06.559 --> 01:02:10.000
So there's so many ways to execute without you having to sit and talk to the camera.
01:02:10.239 --> 01:02:10.800
There's a way.
01:02:10.960 --> 01:02:13.360
I mean, yeah, just just do it, right?
01:02:13.440 --> 01:02:14.320
Just get get on.
01:02:14.400 --> 01:02:23.519
So Neil, there you have um different uh variations and levels of the masterminds that you're and the coaching groups that you do.
01:02:23.760 --> 01:02:39.199
Um which when you when you go this full like starting from the moment that you you know came to let me just get on video and changed your your business and mortgage to now you're helping people do this.
01:02:39.679 --> 01:02:44.079
Um how do people connect with you and get into one of these masterminds that you're doing?
01:02:44.239 --> 01:02:47.119
Yeah, I think the the first thing is just like come to an event.
01:02:47.199 --> 01:02:50.800
Uh, we do our big event every summer, it's called Forward in Vegas.
01:02:50.960 --> 01:02:54.400
We also do smaller, like niche events throughout the year.
01:02:54.480 --> 01:02:57.119
Uh, I'm speaking at like 20 to 30 different places throughout the year.
01:02:57.199 --> 01:03:01.199
So I always post on my Instagram if you're in the city, come come to the event, say hi.
01:03:01.440 --> 01:03:03.199
Um, so that's just the first step.
01:03:03.360 --> 01:03:08.079
But then we do have a program where we can help people just get started and you can just become a member of Forward.
01:03:08.320 --> 01:03:10.079
And that's our content accelerator group.
01:03:10.159 --> 01:03:11.920
And people can learn how to like make content.
01:03:12.000 --> 01:03:13.440
We do a bi-weekly call.
01:03:13.519 --> 01:03:15.199
There's scripts, there's ideas, frameworks.
01:03:15.280 --> 01:03:22.320
People that's where most people I think that's like the biggest put your foot if you're just looking at putting your toe in, that's where you start, right?
01:03:22.480 --> 01:03:23.679
Yeah, that's the best place to start.
01:03:23.760 --> 01:03:27.840
So um just go to my Instagram, you can you can uh get the link, it's right on my link in bio.
01:03:28.159 --> 01:03:29.519
You can also get like free information.
01:03:29.599 --> 01:03:39.440
I have a weekly email I send out, like there's all kinds of resources, but I think I think the main thing people need to realize is like, hey, you know, you and I like, yeah, we're doing this podcast.
01:03:39.599 --> 01:03:41.920
People might think, oh, this is easy for them to say.
01:03:42.000 --> 01:03:42.639
What about me?
01:03:42.719 --> 01:03:44.480
I'm not, I don't have time for this, do this.
01:03:44.719 --> 01:03:45.360
You'd be shocked.
01:03:45.440 --> 01:03:49.119
Like, I wish I I wish people knew how bad I sucked, you know.
01:03:49.280 --> 01:03:52.400
Like, I'll show people videos of how bad I suck at these things.
01:03:52.639 --> 01:03:56.639
Dude, I'm I'm worse than somebody watching or listening, and they're like, Well, yeah, it's easy for Neil.
01:03:56.960 --> 01:04:00.719
I'm like, no, dude, it's not easy, but I got over it, and you can too, you know.
01:04:00.800 --> 01:04:06.000
Like, think about um all the people I've been able to connect with, all the lives impacted, all the business success.
01:04:06.079 --> 01:04:08.719
Yeah, there's a you know, a lot of financial success along the way.
01:04:08.960 --> 01:04:16.000
But honestly, I get more fulfillment from uh forward stuff because it's like people coming up to you and saying, bro, you changed my business.
01:04:16.159 --> 01:04:19.679
Or I'm a much more confident person now because of what you said.
01:04:19.840 --> 01:04:26.400
Or, dude, on a personal level, people have told me, you saved my marriage, like all kinds of like not just business, but life, the whole thing.
01:04:26.800 --> 01:04:32.400
And it's all possible because, like you said, I have the courage to just push record, post the video.
01:04:33.039 --> 01:04:37.840
And uh, I just think like, hey, there's people I've connected with because of a single piece of content.
01:04:38.239 --> 01:04:40.639
And what would have happened if I didn't post that video?
01:04:41.039 --> 01:04:42.880
I wouldn't know that person, maybe, right?
01:04:43.039 --> 01:04:45.119
So you're just one piece of content away.
01:04:45.199 --> 01:04:47.840
I know it sounds cliche or cheesy, but it is so true.
01:04:48.000 --> 01:04:51.760
Somebody watched one video, then they triggered them going to watch other ones.
01:04:51.920 --> 01:04:54.800
Maybe it got served up in the algorithm, maybe it got forwarded to you.
01:04:55.039 --> 01:04:57.840
And most of the time, bro, it's a video that I thought was a dud.
01:04:58.000 --> 01:05:00.000
Yeah, like, oh, nobody's interested in that video.
01:05:00.559 --> 01:05:02.800
It's like, oh, that was the one that helped somebody.
01:05:02.880 --> 01:05:03.280
Yeah.
01:05:03.519 --> 01:05:09.760
And uh yeah, like you impact that one person, it leads to more, people share it, and then all of a sudden you have momentum.
01:05:09.840 --> 01:05:11.519
It's just something that compounds over time.
01:05:11.760 --> 01:05:12.639
Heck yeah, man.
01:05:12.880 --> 01:05:21.920
Well, look, if you guys um connect with Neil, you know, absolutely mention that you got this from this, you know, from the breakthrough podcast.
01:05:22.159 --> 01:05:29.199
Neil and I have been friends, you know, for five years now, and he's helped me with so many aspects of my business.
01:05:29.360 --> 01:05:43.679
You know, the way that I present information at a corporate level has been changed because I've been in a room with people like Sharon and people that you've been able to introduce us to that really change the way that I look at like how I podcast, how I produce content, how I connect with people.
01:05:43.840 --> 01:05:45.039
Um, so thank you.
01:05:45.119 --> 01:05:46.559
And and thank you for doing this.
01:05:46.639 --> 01:05:47.840
I know you're busy.
01:05:47.920 --> 01:05:49.760
Um, Neil's doing this today.
01:05:49.920 --> 01:05:54.079
Um, and we we put this together like a few, you know, a few days ago.
01:05:54.239 --> 01:05:57.119
Um, and you're doing a huge mastermind tomorrow.
01:05:57.280 --> 01:06:00.159
So the fact that you're giving me time today means a lot.
01:06:00.239 --> 01:06:00.800
So thank you.
01:06:00.880 --> 01:06:02.320
And we all appreciate it, man.
01:06:02.400 --> 01:06:04.320
So I can't wait to look forward to connecting.
01:06:04.400 --> 01:06:07.199
And then bro, proud of you for doing all the things you're doing in business.
01:06:07.280 --> 01:06:08.000
This is awesome to see.
01:06:08.079 --> 01:06:18.079
And just like you said, that was probably the biggest improvement I've seen is just the way you communicate video, content, uh, like meeting, speaking on stages.
01:06:18.320 --> 01:06:20.880
Just that in in and of itself is a huge win.
01:06:21.199 --> 01:06:21.679
Thank you, man.
01:06:21.760 --> 01:06:22.719
I appreciate that.
01:06:22.800 --> 01:06:23.519
Yeah, I appreciate it.
01:06:24.320 --> 01:06:24.880
Yeah, 100%.
00:00:00.239 --> 00:00:06.080
So if you're trying to grow your business and trying to make more money, then you probably heard that you've got to build your personal brand.
00:00:06.320 --> 00:00:11.279
Most people who hear that, just like you, are thinking, what is a personal brand and how do I do it?
00:00:11.439 --> 00:00:18.320
Well, today we're gonna bring clarity to all of that and we're gonna give you the tactics and the playbook on how to do it in 2026.
00:00:19.519 --> 00:00:22.640
So I'm here, I'm joined with my friend Neil Dingra.
00:00:23.120 --> 00:00:24.879
He is the founder of Ford.
00:00:24.960 --> 00:00:30.079
And if you haven't followed him, you gotta follow him right now at Neil home on Instagram.
00:00:30.239 --> 00:00:32.159
You'll be blown away by his content.
00:00:32.399 --> 00:00:44.719
He went from he went from what he calls middle class broke to actually making millions, build helping people build their personal brands through masterminds and through this business that he created.
00:00:44.960 --> 00:00:51.359
And all of it happened when he turned a camera around on his phone and started to film content and hit him record.
00:00:51.520 --> 00:00:53.600
So um today we're gonna talk about that playbook.
00:00:53.679 --> 00:00:55.280
So, Neil, thanks for being here today, man.
00:00:55.439 --> 00:00:56.159
I really appreciate that.
00:00:56.399 --> 00:01:00.000
No, but this is we were just talking before the episode, like this is years in the making.
00:01:00.320 --> 00:01:01.039
Years in the making.
00:01:01.280 --> 00:01:02.479
I think it's gonna be really impactful.
00:01:02.640 --> 00:01:09.280
And just to clarify, for anybody watching or listening, like, you know, when we talk about making more money, you know, that's A, that's okay.
00:01:09.359 --> 00:01:10.719
If you want to make more money, you want to grow your business.
00:01:10.799 --> 00:01:12.640
I believe that if you make more money, you can help more people.
00:01:13.040 --> 00:01:16.879
You can hire more people, you can create, you know, safety and security for your family.
00:01:16.959 --> 00:01:18.879
There's so many cool things because money's a tool.
00:01:19.040 --> 00:01:22.159
So it's first and foremost, like it's not bad to want to make more money.
00:01:22.239 --> 00:01:25.040
Like, I feel like there are people who think, oh, that's selfish.
00:01:25.120 --> 00:01:26.319
No, it's actually the opposite.
00:01:26.400 --> 00:01:32.640
If you do this right, I guess you could be a douchebag and do it wrong, you know, but if you're doing it right, it's a you're you're making a big impact.
00:01:32.719 --> 00:01:34.879
You're helping a lot of families in the mortgage of real estate business.
00:01:35.120 --> 00:01:48.000
So the first business that I went to multiple seven figures in and still have is mortgage and I in real estate, and we do all that, but then I launched a second business as a passion project just by accident, and that turned into a multi-seven-figure business.
00:01:48.159 --> 00:01:58.079
But the reason why those things kind of happened easy, and it doesn't mean there's hard work, there wasn't a lot of hard work, there is, but the results became a lot easier is because of personal brand.
00:01:58.319 --> 00:02:01.920
So if you think about like, I know you were gonna ask like how to define it, right?
00:02:02.480 --> 00:02:14.240
Think about like the freeway when there's a bunch of traffic and everybody's just like you know in a jam trying to get to work, and then there's that like HOV lane or like the carpool lane, and it's just open free lane.
00:02:14.400 --> 00:02:17.680
When you have a personal brand, it feels like you're in that lane.
00:02:18.000 --> 00:02:18.479
There you go.
00:02:18.719 --> 00:02:20.879
So you're like things, everything becomes easier.
00:02:20.960 --> 00:02:22.000
You want to recruit, it's easier.
00:02:22.159 --> 00:02:24.879
You want to hire, you want to get better talent for your team, it's easier.
00:02:25.039 --> 00:02:26.879
You want to get business partners, you want to get clients.
00:02:27.199 --> 00:02:30.080
When you speak, you want to fill your events or your website.
00:02:30.400 --> 00:02:34.719
Everything becomes it doesn't mean it's like um like you're just not work involved.
00:02:34.800 --> 00:02:38.719
There is work because you have to build the brand, but it just makes everything else in business easier.
00:02:38.800 --> 00:02:40.800
And once I figured that out, I was like, bro, this is cheap code.
00:02:40.879 --> 00:02:41.599
I want to stay in that lane.
00:02:41.840 --> 00:02:42.000
Yes.
00:02:42.080 --> 00:02:43.599
So okay, so you figured that out, right?
00:02:43.680 --> 00:02:47.360
I mean, you you literally went from and I remember when it happened.
00:02:47.439 --> 00:02:51.360
Like I literally remember Oh, yeah, because you've been watching since the get-go.
00:02:51.599 --> 00:03:00.240
Yeah, I mean, like it was COVID had happened, you know, it was like this golden age of content on LinkedIn or on Instagram or wherever you were doing it.
00:03:00.400 --> 00:03:07.120
But I remember when you started to hit my feed and then um and then watching what you were doing was just different than everybody's, right?
00:03:07.199 --> 00:03:08.159
And so that was really cool.
00:03:08.240 --> 00:03:09.360
But then I knew who Neil was.
00:03:09.439 --> 00:03:17.199
So when you called me and you said, Hey, are you you sent me a DM, which I still have, but because I followed your playbook on this, you said, Hey, I'm doing an event.
00:03:17.280 --> 00:03:18.719
I'd really like you to come.
00:03:18.879 --> 00:03:20.479
It was very personalized.
00:03:20.639 --> 00:03:24.080
And you're like, Yeah, I think Alex's coming, you know, you some of your friends are coming.
00:03:24.159 --> 00:03:26.240
So you you made it, you know, relatable.
00:03:26.400 --> 00:03:34.719
And then all of a sudden I was at your event, bought a ticket, you know, got on a plane, went to an event that literally changed my whole idea on um a personal brand.
00:03:34.800 --> 00:03:37.520
That's what I want to do for the audience today is really help them.
00:03:37.599 --> 00:03:53.039
So before we jump into it, what I'm curious about for you, because we are on the breakthrough podcast, is what was that breakthrough moment that you were, you know, driving in track, you were stuck in traffic, and you keep watching, you know, the HOV lane right next to you go by.
00:03:53.280 --> 00:03:57.360
What happened that you were like, all right, I gotta change my the way that I do this?
00:03:57.520 --> 00:03:59.599
Was there a defining moment that you remember?
00:03:59.840 --> 00:04:00.000
Yeah.
00:04:00.159 --> 00:04:03.759
So I was just thinking, you know, burnt out of being in the industry.
00:04:04.400 --> 00:04:07.599
I started in mortgage industry in 2023-ish.
00:04:08.240 --> 00:04:15.199
Uh and um, you know, had big run up into the crash, the crisis of 08, 09, the whole business collapsed.
00:04:15.360 --> 00:04:22.079
We had this, me and my brother had this huge office, and then it went down to like us working in a closet and we subleased the rest of the place out just to survive.
00:04:22.240 --> 00:04:28.560
Um, and we got through that period, but I remember then the business picked up quite a bit in 2012, 2013, 2014.
00:04:28.720 --> 00:04:31.360
It just kept getting busier, and we were doing great.
00:04:31.519 --> 00:04:32.879
But then 2018 came along.
00:04:32.959 --> 00:04:35.600
And if anybody's been in the business a while, 2018 was a kind of a down year.
00:04:35.839 --> 00:04:36.319
Remember that year?
00:04:36.560 --> 00:04:39.920
Like it was like, oh, dude, it's the I think rates went up by like a percent.
00:04:40.079 --> 00:04:43.040
And nothing, by the way, nothing compared to what happened to us in 2020.
00:04:43.279 --> 00:04:44.560
We just didn't know what the floor was, you know.
00:04:44.879 --> 00:04:46.160
We didn't know how bad it could get at that time.
00:04:46.399 --> 00:04:49.120
Yeah, and so everything moved up, and then there was just mass layoffs.
00:04:49.439 --> 00:04:50.720
Uh things were slow.
00:04:50.879 --> 00:04:55.120
And I was just thinking to myself, dude, I've been doing this for a while now, over a decade.
00:04:55.279 --> 00:04:56.399
I'm burnt out.
00:04:56.879 --> 00:04:58.160
Maybe I should do something else.
00:04:58.319 --> 00:05:01.040
I'm still young, I'm still in my mid-30s at that point.
00:05:01.279 --> 00:05:02.800
Dude, maybe this isn't for me anymore.
00:05:02.879 --> 00:05:05.199
I don't want to call people that don't want to talk to me.
00:05:05.360 --> 00:05:11.360
I hate talking to realtors who like stood me up for coffee, you know, like trying to reach out to uh clients.
00:05:11.519 --> 00:05:13.519
We were doing a lot of Zillow leads.
00:05:13.600 --> 00:05:22.079
So we'd buy realtor.com, Zillow, all the uh sync leads, all these leads would come into our CRM, and I was really good at systems, like all the follow-ups.
00:05:22.240 --> 00:05:26.240
But at the end of the day, we, you know, it's just like chasing after just a commodity, just a vendor.
00:05:26.319 --> 00:05:27.839
Yeah, I was just one of many people.
00:05:28.000 --> 00:05:30.879
But then I would see other people on my market who were crushing it.
00:05:31.040 --> 00:05:32.959
And I was like, well, what's different about those people?
00:05:33.120 --> 00:05:37.600
And I would get mad because I'd be like, bro, I'm better, I'm a better loan officer than that guy.
00:05:37.759 --> 00:05:43.040
I know loans better, I know the guidelines better, I know the systems better, I'm a better, uh, I'm just smarter.
00:05:43.199 --> 00:05:44.480
But they were making more money.
00:05:44.639 --> 00:05:46.560
And some of them were they just better marketers?
00:05:46.800 --> 00:05:48.399
Did just more people knew their name.
00:05:48.560 --> 00:05:48.959
Okay, yeah.
00:05:49.120 --> 00:05:54.800
And so what I realized was it's not the best person who wins, it's the most known person.
00:05:55.360 --> 00:05:58.319
Like it's it's best, it's not best, it's best known.
00:05:58.560 --> 00:06:01.120
And I was like, man, how do I become more known?
00:06:01.279 --> 00:06:06.079
Well, at the time, I'm literally like uh deathly afraid of like speaking, you know.
00:06:06.160 --> 00:06:08.240
I that was one of my biggest fears of public speaking.
00:06:08.639 --> 00:06:12.319
Um, I was really good one-to-one, but I didn't want to put myself out there.
00:06:12.480 --> 00:06:14.480
I did not even have a social media account.
00:06:14.800 --> 00:06:20.800
I would be making fun of you, you know, at the Christmas party, being like, dude, you guys are giving all your privacy away to Facebook.
00:06:20.959 --> 00:06:25.600
Like, you know, you don't know what they're doing on, you know, I was just like uh just a data guy.
00:06:25.759 --> 00:06:28.480
Um, but I was I remember just being like, okay, let me set up an account.
00:06:28.639 --> 00:06:29.519
Started to set up an account.
00:06:29.680 --> 00:06:36.240
Then I started watching people like Gary V and all these influencers talk about how you know social media is like the new gold rush.
00:06:36.639 --> 00:06:39.839
And if you have a brand, personal brand, you can do this, this.
00:06:39.920 --> 00:06:41.920
And they were talking about it for other industries.
00:06:42.079 --> 00:06:44.160
And I was like, well, how can we apply it to this industry?
00:06:44.319 --> 00:06:49.759
And at the time, bro, I think there was a few content creators, there was people in real estate, very few in mortgage though.
00:06:50.000 --> 00:06:54.399
Yeah, there was more in real estate than mortgage, but mortgage was like wide open.
00:06:54.560 --> 00:06:57.199
Um, and so I just started doing it really bad.
00:06:57.360 --> 00:07:01.360
But even with those bad videos, 2018, 2019, I started to see my business grow.
00:07:01.600 --> 00:07:04.079
And so when we met, it was like 2020, 2021.
00:07:04.319 --> 00:07:04.800
Agreed, yeah.
00:07:04.959 --> 00:07:10.480
Um, but up until that point, I had already 4X'd my mortgage business, got out of that rut.
00:07:10.720 --> 00:07:14.319
And so I guess the the breaking point was just realizing like, hey, I don't need to quit.
00:07:14.480 --> 00:07:16.639
I need to quit what I'm doing, I need to pivot.
00:07:17.120 --> 00:07:21.439
So a lot of times people think you're stuck and it's a sign that you should do something else.
00:07:21.680 --> 00:07:27.199
No, it's a sign that you need to try like something else within the same industry sometime, you know.
00:07:27.360 --> 00:07:34.240
Like, um, I like the framework of let's take something, take a boring industry, and how could we make it sexy?
00:07:34.399 --> 00:07:34.720
Yes.
00:07:34.879 --> 00:07:36.720
So, like events I did that with, right?
00:07:36.800 --> 00:07:43.439
Events super boring, mostly snooze fest for our industry, yeah, for the most part, no offense, but like it's hard to do a good event.
00:07:43.600 --> 00:07:46.560
I was like, Well, what if we made them really cool and innovative and fun?
00:07:46.720 --> 00:07:48.160
Boom, success, right?
00:07:48.319 --> 00:07:51.120
Same thing can be done with content, same thing can be done with anything.
00:07:51.439 --> 00:07:59.680
Well, so so when you go back and you think about that moment that changed everything, do you remember when you first went viral?
00:07:59.759 --> 00:08:03.600
Or do you remember like when you finally, or when you got like the first lead?
00:08:03.839 --> 00:08:09.199
Yeah, you know, and you got you got the first taste of people knowing who you were in your market, you know, what was that like for you?
00:08:09.439 --> 00:08:11.839
Yeah, it was like uh it was a feeling of respect.
00:08:11.920 --> 00:08:15.120
So it's like, man, people now want to talk to you.
00:08:15.600 --> 00:08:16.879
You don't have to chase them down.
00:08:17.040 --> 00:08:20.720
And I remember just getting inbound messages from referral partners.
00:08:20.879 --> 00:08:21.120
Okay.
00:08:21.360 --> 00:08:27.839
So I remember doing videos and getting some success with getting customers, and then people would watch the videos, and I was also sharing the journey.
00:08:27.920 --> 00:08:29.920
I think this is a big piece people skip.
00:08:30.079 --> 00:08:31.680
Uh I call it build in public.
00:08:32.159 --> 00:08:37.120
People think you need to wait till everything's good or you're really polished before you put yourself out.
00:08:37.200 --> 00:08:38.799
No, you should do it along the way.
00:08:38.960 --> 00:08:40.000
Tell them what you're working on.
00:08:40.159 --> 00:08:45.360
So I would tell people, bro, I suck at speaking, but I'm gonna do an event and I hope it doesn't bomb.
00:08:45.600 --> 00:08:47.919
I'm terrible at video, literally, guys.
00:08:48.000 --> 00:08:51.200
It took me 14 takes to make this one video, but I'm doing it anyways.
00:08:51.360 --> 00:08:58.799
And so I would bring people along the journey of like, hey, I'm building a personal brand, and I'm also not saying I'm great or perfect, I'm not faking it.
00:08:58.960 --> 00:09:00.559
I'm telling you, like, dude, I'm struggling.
00:09:00.720 --> 00:09:04.639
So if people kind of get come along with that, think about like a fitness journey.
00:09:04.799 --> 00:09:09.840
If you tell people, hey man, I'm on a journey to lose 50 pounds, I'm on 75 hard, I'm doing this.
00:09:10.000 --> 00:09:11.039
People get behind you.
00:09:11.120 --> 00:09:13.440
They really like you just went through it.
00:09:13.600 --> 00:09:17.519
It's a crazy thing because we went, you had an event here.
00:09:17.759 --> 00:09:22.399
How many people came to the event that we did for the for the talks, the signature talks that you did here?
00:09:22.559 --> 00:09:23.759
Oh, that was like 60 people.
00:09:23.919 --> 00:09:25.440
So 60 people in the room.
00:09:25.600 --> 00:09:32.639
Every person that came up to me cared nothing about any of my business, was like, how's it going on your on the 75 hard?
00:09:32.720 --> 00:09:36.080
You know, because I was like consistent with the messaging or whatever.
00:09:36.240 --> 00:09:42.639
But for me, it was like give somebody an idea of what you're doing every day and you know, share the journey.
00:09:42.799 --> 00:09:49.600
Um, and even like I think there's something to be said about sharing the journey about how uncomfortable you are with, you know, even getting on social media.
00:09:49.679 --> 00:10:04.720
I mean, this is a guy, you, yeah, who didn't like social media and now has become, you know, how I mean, you have hundreds of thousands of people that are following your content hours upon hours of watched content um across YouTube.
00:10:04.960 --> 00:10:08.320
You now have the podcast, everything, and you're touching so many lives.
00:10:08.399 --> 00:10:10.320
And then now you have these events that are happening.
00:10:10.480 --> 00:10:11.200
What do we have this week?
00:10:11.360 --> 00:10:12.080
How many people are sharing?
00:10:13.120 --> 00:10:15.679
Uh, and this is a high-level group of like 120 people.
00:10:15.840 --> 00:10:18.720
And so they're they came from the bigger event, which was a thousand people.
00:10:18.960 --> 00:10:19.200
Yes.
00:10:19.360 --> 00:10:23.600
Um, and so yeah, like all these cool things happen as a result of putting yourself out there.
00:10:23.679 --> 00:10:25.600
So it's like opens doors you don't even think are possible.
00:10:25.679 --> 00:10:42.000
Like, what I'm trying to do and what I'm trying to connect the dots with with somebody listening that is super uncomfortable with it, that felt the same way as you, you know, that doesn't like being on so or is just lurking on social media and is not doing anything with it, but why it's so important you'd be and and somebody said this analogy.
00:10:42.080 --> 00:10:53.440
I like your HOV lane, but somebody at one of your masterminds said, um, I think it was at one of yours, they said, you know, you got to think of it like these airplanes that are in the sky, and the fog's gonna roll in.
00:10:53.600 --> 00:10:57.679
And when that fog rolls in, those planes that are already in the sky are gonna stay in the sky.
00:10:57.759 --> 00:11:00.799
Yeah, and the ones that are on the ground are gonna stay on the ground.
00:11:01.120 --> 00:11:03.200
And so, do you want to stay on the ground, right?
00:11:03.279 --> 00:11:09.919
So if you don't do it now, there's gonna be a point of no return that it's gonna be so hard to enter the game.
00:11:10.080 --> 00:11:13.200
And this is why I want to do this today, because we're entering the fourth quarter.
00:11:13.279 --> 00:11:13.519
Yep.
00:11:13.759 --> 00:11:20.799
There's a lot of people who are listening who are starting to think about okay, we're we're gonna go into 2026, which I thought like this year happened like that.
00:11:20.960 --> 00:11:24.399
And I wanted to give them the playbook on what they should be doing today.
00:11:24.559 --> 00:11:33.919
So if you're, you know, any in any sort of business that people are looking to make money from and can do it with their personal brand, where do they start?
00:11:34.080 --> 00:11:35.440
I mean, from your perspective.
00:11:35.840 --> 00:11:40.480
So, first thing first is like, okay, yeah, we agree, we're gonna put ourselves out there, we're gonna do this.
00:11:40.639 --> 00:11:45.279
It's even if you're uncomfortable, you need to just think about the people you're trying to serve.
00:11:45.759 --> 00:11:47.679
So we all woke up ready to serve people.
00:11:47.759 --> 00:11:50.080
If you're in a client business, you want to help your clients.
00:11:50.320 --> 00:11:54.159
And so it's not unlike doing that, but just putting it out there on the internet.
00:11:54.799 --> 00:12:02.399
And a lot of people are scared of the judgment, they don't talk about this a lot, but uh, I've just noticed even people in our group will go over the ideas, they all agree, we'll even shoot the videos.
00:12:02.559 --> 00:12:03.679
Some of them won't post them.
00:12:04.000 --> 00:12:04.320
Why?
00:12:04.960 --> 00:12:07.919
Because they're afraid someone's gonna judge them, how they look, how they sound.
00:12:08.000 --> 00:12:10.639
And the truth is you just kind of have to get over yourself.
00:12:11.279 --> 00:12:17.519
And that might be uh something that you know is deeper rooted, and there might be like some therapy involved, maybe.
00:12:17.600 --> 00:12:18.000
I don't know.
00:12:18.159 --> 00:12:21.759
Like we all go through this kind of stuff, but you may just have a low self-worth thing.
00:12:21.840 --> 00:12:24.480
Like you might be not thinking you're just so that's a whole nother conversation.
00:12:24.559 --> 00:12:30.240
But I will say that regardless of the issue, if you just do the reps, it gets easier.
00:12:30.320 --> 00:12:34.080
Like I've even watched your comfort level on camera over two, three years.
00:12:34.639 --> 00:12:36.159
It's just changed dramatically.
00:12:36.320 --> 00:12:42.320
Like you can just pop up on stories, shoot a video, you're not you don't have the cringe cont thing going in.
00:12:42.399 --> 00:12:44.320
You know, like when people first do it, you feel like this cringe.
00:12:45.279 --> 00:12:46.000
It's called camera cringe.
00:12:46.080 --> 00:12:46.639
Yeah, that's what it is.
00:12:46.799 --> 00:12:48.240
You gotta cringe if you want to binge or something.
00:12:49.279 --> 00:12:53.600
So like you just feel like your content's cringe, you're cringe, like the whole thing because it's just awkward.
00:12:53.679 --> 00:12:54.879
Yeah, but you've gotten over that.
00:12:55.039 --> 00:12:55.279
How?
00:12:55.440 --> 00:12:56.159
Because of reps.
00:12:56.320 --> 00:13:04.399
Yeah, there's probably some more to it, but like at the end of the day, it's like, okay, take a challenge, shoot the videos, don't post them, but do one every day.
00:13:04.559 --> 00:13:10.879
At the end of the 10 days, you'll probably hate yourself a little less, you know, the way you look and sound, and then you'll be ready to post.
00:13:10.960 --> 00:13:12.639
Now, if you're watching this, you're already posting.
00:13:12.720 --> 00:13:14.320
Now we need to take it to the next level.
00:13:14.720 --> 00:13:18.720
But either way, wherever you are, let's get over ourselves.
00:13:18.960 --> 00:13:22.000
There's no spot, it's not about you, it's about the people we're trying to help.
00:13:22.159 --> 00:13:22.639
I totally agree.
00:13:22.879 --> 00:13:27.440
That's the first thing first, because you talk to people how many times about the strategy and they don't do it.
00:13:27.759 --> 00:13:28.240
Why?
00:13:28.480 --> 00:13:29.840
They'll tell you they don't have time.
00:13:30.159 --> 00:13:34.399
They don't have time, yeah, they don't have the equipment, they don't what you know, every excuse you can think of, right?
00:13:34.639 --> 00:13:34.879
Yeah.
00:13:34.960 --> 00:13:38.159
And so, A, if you have your phone, you're good to go.
00:13:38.320 --> 00:13:40.399
We're gonna go over the tactics on this exactly.
00:13:40.559 --> 00:13:46.000
But then B, it's not about creating more time, it's about making time for what's important.
00:13:46.720 --> 00:13:49.519
So uh I think about myself as a content creator first.
00:13:49.759 --> 00:13:59.759
I'll just tell everybody watching and listening, if you are doing the same thing every year, and then years go by, nothing in your business is really going to change.
00:14:00.559 --> 00:14:09.519
Like you'll make some money, hopefully you invest it well, but you're subject to the market conditions, the level of transactions, interest rates, all these things that you can't control.
00:14:09.919 --> 00:14:15.120
And so you're, you know, you're just on the roller coaster of the business world, the economy, the recessions, whatever.
00:14:15.519 --> 00:14:19.360
And so your earnings just kind of go up and down, but you don't get anywhere.
00:14:19.440 --> 00:14:20.080
There's no value.
00:14:20.240 --> 00:14:26.879
So the the part that was probably a big turning point breakthrough for me was realizing that, hey, dude, what's your sales pipeline right now?
00:14:27.200 --> 00:14:28.000
How many loans you got?
00:14:28.159 --> 00:14:29.600
What how many deals you got in the pipe?
00:14:30.159 --> 00:14:30.960
Oh, it's low?
00:14:31.200 --> 00:14:33.360
Well, then you're you're low value.
00:14:34.240 --> 00:14:34.879
Well, what do you mean?
00:14:34.960 --> 00:14:36.080
I've been doing this 15 years.
00:14:36.159 --> 00:14:37.919
I've all this experience, all this thing.
00:14:38.159 --> 00:14:38.799
It doesn't matter.
00:14:39.200 --> 00:14:40.960
You're as good as this month's numbers.
00:14:41.039 --> 00:14:41.519
That sucks.
00:14:41.600 --> 00:14:43.360
But that's the harsh truth of this business, right?
00:14:43.759 --> 00:14:48.720
So if when you have a brand, you have yes, this month's numbers, but you also have this thing that's worth something.
00:14:49.120 --> 00:14:50.320
Your name is worth something.
00:14:50.559 --> 00:14:55.840
If your name can do 90% of the work for you, you're gonna crush.
00:14:56.000 --> 00:15:00.480
Imagine like if just your name comes up and they're already 90% sold.
00:15:01.279 --> 00:15:02.080
That's a good thing.
00:15:02.240 --> 00:15:06.000
Like, that's a huge advantage over the competition who's starting at zero and you're already a 90.
00:15:06.320 --> 00:15:06.960
So think about it.
00:15:07.200 --> 00:15:08.240
It's a huge difference, man.
00:15:08.399 --> 00:15:08.559
Yeah.
00:15:08.639 --> 00:15:09.840
I mean, it's a huge difference.
00:15:10.000 --> 00:15:12.399
And you know, I'll I'll share this with you.
00:15:12.639 --> 00:15:21.600
Um, you know, I hired somebody of about a year ago, and they ended up becoming like our top performer and and they weren't like when we hired them.
00:15:21.840 --> 00:15:27.039
And I everything about it was like just it was the right person, right market, everything was good.
00:15:27.200 --> 00:15:30.559
And I asked them, like, why did you end up like, what, what got you to come over here?
00:15:30.799 --> 00:15:33.519
When when I thought back to it, it was like a really easy transaction.
00:15:33.679 --> 00:15:35.840
Like, how did you end up coming to work with me?
00:15:36.080 --> 00:15:42.159
And they were like, Oh, well, I I sent your Instagram to all my realtors and my friends and said, What do you think about this dude?
00:15:42.240 --> 00:15:47.279
And they were like, he looks really authentic, and you know, yeah, I I I like him.
00:15:47.440 --> 00:15:50.559
And so that was the deciding factor, but I never knew that, right?
00:15:50.720 --> 00:16:07.600
So your your your content or your brand will will, you know, show up in places that you're you're not gonna always see it's gonna be so transactional that they're like, hey, I'm coming to work for you because I saw the video you made, or I'm gonna, you know, do a deal with you because I saw the video you made.
00:16:07.759 --> 00:16:12.000
But that video you made could be the reason that they felt more comfortable doing business with you.
00:16:12.080 --> 00:16:12.240
Yeah.
00:16:12.399 --> 00:16:16.639
And I think that's where content matters and building your brand matters.
00:16:16.799 --> 00:16:22.240
Um and then, but you think about like a funnel of like, okay, where are people at in the process?
00:16:22.559 --> 00:16:24.240
Top of funnel, middle funnel, bottom funnel.
00:16:24.320 --> 00:16:25.840
Well, well, people don't understand that content.
00:16:25.919 --> 00:16:26.960
So I mean that that concept.
00:16:27.039 --> 00:16:28.159
So I'm glad you're bringing it up.
00:16:28.320 --> 00:16:32.000
Yeah, like where are people at in if they want to let's just use our business, real estate mortgage.
00:16:32.159 --> 00:16:33.519
Okay, are they ready to buy a house?
00:16:33.679 --> 00:16:37.039
Yeah, that's the bottom piece, ready to write an offer this weekend.
00:16:37.120 --> 00:16:38.879
Like that's the very tip of the bottom.
00:16:39.120 --> 00:16:41.039
It's like three percent of the overall market.
00:16:41.200 --> 00:16:41.440
Yes.
00:16:41.600 --> 00:16:45.200
Well, we're all fighting like cats and dogs over that three percent because that's where we make money.
00:16:45.279 --> 00:16:45.679
That's good.
00:16:45.840 --> 00:16:46.320
We want to help.
00:16:47.039 --> 00:16:48.399
Yeah, we want to help those people for sure.
00:16:48.879 --> 00:16:51.360
What happens when there's not enough people in that top bottom thing?
00:16:51.600 --> 00:16:54.720
The business kind of slows down, people leave, they give up.
00:16:55.120 --> 00:16:59.120
Well, what what a did anybody have the bright idea to talk to the other 97%?
00:17:00.000 --> 00:17:02.240
Like just a thought, you know, there's a lot.
00:17:02.399 --> 00:17:03.120
I don't know.
00:17:03.360 --> 00:17:04.559
Maybe like so.
00:17:04.640 --> 00:17:05.200
Think about this.
00:17:05.359 --> 00:17:06.480
There's all these other people.
00:17:06.640 --> 00:17:08.799
Now, there's some people who don't qualify, they'll never buy.
00:17:08.880 --> 00:17:09.359
That's fine.
00:17:09.680 --> 00:17:12.079
But there's a huge piece who are undecided.
00:17:12.799 --> 00:17:19.119
What are we gonna do to keep in contact with those people and talk to them until they're ready to transact?
00:17:19.519 --> 00:17:21.519
And so you need a passive strategy to do this.
00:17:21.599 --> 00:17:26.319
I understand you don't want to make cold calls to people who are six months away from buying a home, you'd go broke, you're not gonna get paid.
00:17:26.400 --> 00:17:31.119
But what if there's a video strategy, email, all these things, podcasts, YouTube, whatever you want to do?
00:17:31.440 --> 00:17:38.319
So that's the premise is like, okay, if you want to succeed going forward, if you want to get to the next level, you need a brand.
00:17:38.880 --> 00:17:40.720
And it's actually easier than you think.
00:17:40.799 --> 00:17:42.079
You just have to pick a platform to do that.
00:17:42.160 --> 00:17:48.160
So the first step would be to think about okay, which platform, uh, who well, I would say this.
00:17:48.240 --> 00:17:48.799
Let's back up.
00:17:48.880 --> 00:17:52.480
The first step would be think about the person you want to serve.
00:17:53.119 --> 00:17:55.839
Who are the people you would like to help with your content?
00:17:56.240 --> 00:17:59.680
And I really want you to narrow it down to a single person.
00:17:59.920 --> 00:18:02.160
This is a powerful exercise I did later in the game.
00:18:02.240 --> 00:18:03.119
I wish I did in the beginning.
00:18:03.200 --> 00:18:05.519
If I'd done it in the beginning, I would have gotten successful much faster.
00:18:05.759 --> 00:18:10.799
The first year or two of content, I got some results, but I would have had way more if I'd narrowed it down.
00:18:10.880 --> 00:18:13.759
So I was just trying to appeal to everybody because I'm like, I'll take anybody.
00:18:13.839 --> 00:18:16.720
I don't care, you know, I just need some people to follow me and work with me.
00:18:17.200 --> 00:18:18.559
You're thinking top of funnel.
00:18:18.799 --> 00:18:19.039
Yes.
00:18:19.200 --> 00:18:22.240
But what you want to do is like, okay, who are the people I want to help?
00:18:22.400 --> 00:18:25.680
Now, by picking this one person, your content will reach way more people.
00:18:25.759 --> 00:18:26.240
So let's think.
00:18:26.640 --> 00:18:26.880
What's that?
00:18:27.039 --> 00:18:28.240
What's do you are gonna go through the exercise?
00:18:28.400 --> 00:18:31.119
I'm sorry to interrupt you, but I'm super curious about going through that exercise.
00:18:31.440 --> 00:18:34.240
Yeah, so let's I think a lot of people glaze over like what that really means.
00:18:34.480 --> 00:18:37.279
Yeah, so they call it like picking your avatar, things like this.
00:18:37.440 --> 00:18:42.480
Okay, so let's just say uh I want to help millennial homebuyers.
00:18:42.640 --> 00:18:43.599
Okay, cool.
00:18:43.839 --> 00:18:45.359
Men or male or female?
00:18:46.240 --> 00:18:47.200
Uh both.
00:18:47.440 --> 00:18:48.880
Well, no, no, no, pick one.
00:18:49.119 --> 00:18:50.079
Like you have to pick one.
00:18:50.240 --> 00:18:55.119
Okay, and there's gonna be like more than this in the in your audience and more people, but we need to pick one.
00:18:55.359 --> 00:18:59.759
Now somebody might say, Um well, I want to help people within this range.
00:18:59.839 --> 00:19:02.799
No, just pick a specific age, specific person.
00:19:03.200 --> 00:19:08.079
Okay, so I'm like, okay, it's a it's a 38-year-old millennial guy.
00:19:08.160 --> 00:19:12.559
He's married, he has a couple kids at home, he makes 200 grand a year.
00:19:12.960 --> 00:19:14.079
I want to help that guy.
00:19:14.400 --> 00:19:16.160
His total household income is 200 grand.
00:19:16.640 --> 00:19:18.960
That's my person I want to help, and here's how I can help them.
00:19:19.039 --> 00:19:20.480
Or he makes 150 grand, whatever.
00:19:20.720 --> 00:19:21.039
Cool.
00:19:21.359 --> 00:19:22.480
What is that guy doing?
00:19:22.559 --> 00:19:23.599
He's renting right now.
00:19:24.160 --> 00:19:25.279
What does he do all day?
00:19:25.519 --> 00:19:26.960
What does he what does he have in assets?
00:19:27.119 --> 00:19:29.839
He has a 401k, he probably has some savings, whatever.
00:19:30.160 --> 00:19:32.319
Okay, so now I know this person.
00:19:32.400 --> 00:19:33.359
Let's name him.
00:19:33.680 --> 00:19:34.640
Okay, his name's John.
00:19:34.880 --> 00:19:36.720
His name's freaking whatever.
00:19:36.960 --> 00:19:37.359
Cool.
00:19:37.680 --> 00:19:38.480
Where does he live?
00:19:38.640 --> 00:19:40.000
He's in San Diego, California.
00:19:40.160 --> 00:19:42.160
So now you're thinking about this person.
00:19:42.400 --> 00:19:50.400
And so when you think about the person, now we can have a conversation and not make it like you know, the biggest mistake people make is they think they're talking to a large group of people.
00:19:50.559 --> 00:19:54.240
The way social media content, YouTube content is consumed is on a one-to-one basis.
00:19:54.319 --> 00:19:55.519
People are sitting there with you.
00:19:55.759 --> 00:19:56.000
Okay.
00:19:56.160 --> 00:19:56.960
It's a one-to-one.
00:19:57.279 --> 00:20:03.119
And it feels like not authentic, not personal, if you're just like, hey, y'all, hey, everybody, you think you're talking to a big audience.
00:20:03.200 --> 00:20:03.519
No, no, no.
00:20:03.599 --> 00:20:09.839
Well, I think well, for the longest time, not to interrupt, but like I think for the longest time, even and I even catch myself when I'm doing content.
00:20:10.000 --> 00:20:12.960
Yeah, like we go into you, you what did you call it?
00:20:13.039 --> 00:20:14.880
You said you're like a wrestler.
00:20:15.200 --> 00:20:21.680
Um, you're like you, you go like hyped up in your videos because I'm I'm yelling or whatever, but it's because you think you're talking to an audience.
00:20:21.839 --> 00:20:22.000
Yeah.
00:20:22.400 --> 00:20:26.079
I mean, it's a good thing to have energy because the camera takes takes down your energy.
00:20:26.160 --> 00:20:26.720
So that helps.
00:20:26.880 --> 00:20:37.119
But I think if you can flip it around and really talk to the person that you're trying to connect with, yeah, it'll connect with so much more people, so many more people on a more personal level.
00:20:37.200 --> 00:20:46.640
There's people that I, for instance, you'll make a post, you'll you'll do a post where you're walking and talking about something, and it'll be like, it's a great day, right?
00:20:46.720 --> 00:20:48.240
Like the clouds are out or whatever.
00:20:48.799 --> 00:20:51.279
I feel like you sent me that that to me.
00:20:51.359 --> 00:20:54.799
Yeah, like I felt like that that was meant for me, right?
00:20:54.960 --> 00:20:57.759
And that's magic when when you can get that to happen.
00:20:58.160 --> 00:21:02.000
Because now that's happening with you, but everybody's having that one-to-one experience.
00:21:02.079 --> 00:21:06.240
So now the one-to-one scales to hundreds, hopefully thousands of people eventually.
00:21:06.480 --> 00:21:06.799
Okay.
00:21:07.039 --> 00:21:09.680
So I would be like, think about that person's problems.
00:21:09.920 --> 00:21:11.039
Let's meet them where they're at.
00:21:11.200 --> 00:21:14.720
Well, what are the problems that that person faces, and what could you help them with?
00:21:15.519 --> 00:21:18.880
Okay, well, this guy, John, he feels bad.
00:21:19.039 --> 00:21:22.640
He feels like he missed the boat on owning a home because he's renting right now.
00:21:23.119 --> 00:21:26.000
He feels like interest rates are too high, home prices are too high.
00:21:26.480 --> 00:21:28.799
Um, he wonders if it's the right time to buy.
00:21:29.119 --> 00:21:34.640
You know, he has the story of his uncle or his dad who bought right before the recession and the prices crashed.
00:21:34.720 --> 00:21:35.920
He doesn't want to make that mistake.
00:21:36.480 --> 00:21:42.160
Um, he's also worried about the economy and inflation and maybe an upcoming recession.
00:21:42.240 --> 00:21:43.519
So these are the things on his mind.
00:21:43.839 --> 00:21:45.680
Also, he doesn't have a huge down payment.
00:21:46.000 --> 00:21:49.519
He's only saved up this much, but he has a retirement account, so I'm not sure what he can do there.
00:21:49.680 --> 00:21:56.160
Uh, and then he's kind of worried about his credit because he had one issue a couple months ago and it and it killed his score.
00:21:56.480 --> 00:21:57.279
And you got this down, yeah.
00:21:57.920 --> 00:21:58.799
Like it's so far down.
00:21:59.359 --> 00:22:03.920
Okay, so now if we knew about all these things, okay, how could we help with all these things?
00:22:04.400 --> 00:22:05.680
Do you have an answer for every one of those?
00:22:05.920 --> 00:22:07.440
That's a piece of content for every one of those.
00:22:07.680 --> 00:22:10.960
And not only that, it's like we can talk multiple times about the same thing.
00:22:11.440 --> 00:22:16.480
You know, how many tips do you know on how to get someone's credit score from 620 to 700?
00:22:16.799 --> 00:22:18.000
A lot of different ways.
00:22:18.640 --> 00:22:24.640
So if we call out, if we're speaking to John and we're calling out his problems, now we can really address this situation.
00:22:24.880 --> 00:22:32.400
Be like, dude, if you're struggling with your credit score, I actually have a tip that'll boost you like 60 points in two days, honestly.
00:22:32.480 --> 00:22:32.960
This sounds crazy.
00:22:35.839 --> 00:22:36.480
We've all done it, right?
00:22:36.799 --> 00:22:38.400
Okay, that's cool, that's super valuable.
00:22:38.559 --> 00:22:46.400
Um guys, I want to share, or I you like John, I want to share with you a way that you can buy a home even if you don't have the best credit.
00:22:46.720 --> 00:22:49.119
And uh there's a did you know the government will actually help you with this?
00:22:49.279 --> 00:22:51.519
It's called the NFHL and then you go into it, like cool.
00:22:51.680 --> 00:22:57.279
So you're calling out this individual like with the problems, but you're really thinking of like, I want to solve this issue.
00:22:57.519 --> 00:22:59.920
And so you're you're speaking to specific things.
00:23:00.079 --> 00:23:01.519
So that's just one content strategy.
00:23:01.599 --> 00:23:08.559
There's many others, but I would start with that if if you if anybody's like, okay, my content's not landing, or I'm not even doing this.
00:23:08.640 --> 00:23:16.880
If you start there, you'll have way more success because everybody else is thinking about themselves in the video, where you're thinking about John and his problems.
00:23:17.039 --> 00:23:17.440
Yes.
00:23:17.759 --> 00:23:22.880
I I hope that the people listening will, or I hope you that are listening, I should say, right?
00:23:22.960 --> 00:23:29.200
Because I'm talking to one person, but I want them to go back on that and really listen to what you said because that's really everything.
00:23:29.359 --> 00:23:33.839
How you build that avatar will change you know your entire content strategy.
00:23:34.160 --> 00:23:52.880
Where do you see and you know, you have an opportunity to consume content not just for entertainment or for what you look at content for, um, education, whatever it is, but you also have this like group of people that you support that you you've coached as well.
00:23:53.119 --> 00:23:55.519
And so you're looking at their content, like how are they growing, right?
00:23:55.599 --> 00:23:56.240
You've seen mine.
00:23:56.640 --> 00:24:00.319
What do you think the biggest mistake people are making right now when they're on this journey?
00:24:00.880 --> 00:24:05.440
So I think they might be talking about the things and not the outcome of things.
00:24:05.759 --> 00:24:18.480
Like whenever you're talking about uh, you know, what you would like to teach, if you if you're talking about something in terms of the actual thing, what I found is that has a very, very limited audience.
00:24:18.559 --> 00:24:22.079
It's that 3% that are ready to transact and maybe even smaller today.
00:24:22.720 --> 00:24:26.480
Everybody else doesn't care because they don't really know what that's for.
00:24:26.960 --> 00:24:30.000
So the biggest mistake is talking about the thing and not the outcome of the thing.
00:24:30.079 --> 00:24:32.000
So I'll give you an example, like I just did.
00:24:32.880 --> 00:24:35.920
What you know, what it people would talk about an FHA loan.
00:24:36.480 --> 00:24:37.440
Okay, well, what is that?
00:24:37.519 --> 00:24:39.119
What is what does an FHA loan do?
00:24:39.599 --> 00:24:46.400
It helps you buy a home, even if you have bad credit, it helps you um get into the market, it helps you with low-down payments.
00:24:46.720 --> 00:24:49.599
So this is a government solution that helps you with these things.
00:24:50.000 --> 00:24:52.400
It's called this thing, but that's later.
00:24:52.559 --> 00:24:55.279
Like people lead with that and wonder why no one's interested.
00:24:55.440 --> 00:25:02.079
I saw somebody the other day promoting, like, you know, um uh, you know, uh non-QM 101.
00:25:02.720 --> 00:25:04.640
Nobody knows what non-QM even means.
00:25:04.799 --> 00:25:06.880
Like yeah, or like what does that mean?
00:25:06.960 --> 00:25:07.680
Well, how do you break it?
00:25:07.759 --> 00:25:08.319
Yeah, it's a really good thing.
00:25:08.400 --> 00:25:10.720
So you would say what is the what is this solution?
00:25:10.880 --> 00:25:12.960
What is that problem that non-QM solves?
00:25:13.119 --> 00:25:13.440
Yeah.
00:25:13.759 --> 00:25:20.079
Well, it solves you it solves uh financing for people who don't qualify for traditional mortgages.
00:25:20.400 --> 00:25:28.160
So, like, here are programs that help you buy a home even if you don't have tax returns, even if you have non-traditional documentation, you know, whatever these things.
00:25:28.319 --> 00:25:32.079
Or did you guys hear about the non-QM program?
00:25:32.240 --> 00:25:37.039
Or did you hear about the XYZ solution that young people are using to buy homes today?
00:25:37.200 --> 00:25:38.880
Let me show you how this works, you know.
00:25:39.119 --> 00:25:40.240
So, did you hear about this?
00:25:40.400 --> 00:25:45.359
I like using observations because then people don't have to think of you as the expert.
00:25:45.440 --> 00:25:46.400
Why should I listen to you?
00:25:46.480 --> 00:25:48.720
You just make an observation and then you talk about the thing.
00:25:48.880 --> 00:25:50.559
So, yeah, that's a huge mistake.
00:25:50.640 --> 00:25:59.119
I think uh the other thing is not making content for broad appeal versus small, like narrow appeal.
00:25:59.359 --> 00:26:03.359
So there's people who be like, hey man, I'm not growing, I'm not getting views.
00:26:03.599 --> 00:26:04.400
Well, that's okay.
00:26:04.480 --> 00:26:07.519
It might be a niche topic that's meant for a small audience.
00:26:08.160 --> 00:26:08.480
Okay.
00:26:09.039 --> 00:26:12.160
But let's just say uh you want to make that reach more people.
00:26:12.400 --> 00:26:15.440
We need a topic that more people would be interested in.
00:26:15.759 --> 00:26:19.359
So one quick strategy for everyone to do is like, what's your topic?
00:26:19.599 --> 00:26:26.079
Well, uh, my topic is uh this program that helps people fix their or uh buy a home.
00:26:26.240 --> 00:26:27.200
Well, cool.
00:26:27.440 --> 00:26:29.440
What is another what is a topic?
00:26:29.680 --> 00:26:31.039
Like I'll go through one that I just did.
00:26:31.119 --> 00:26:31.920
This is a great example.
00:26:32.000 --> 00:26:34.480
So I wanted to talk about buying an Airbnb.
00:26:34.559 --> 00:26:35.839
Do you guys own any Airbnbs?
00:26:35.920 --> 00:26:36.000
Yes.
00:26:36.160 --> 00:26:36.400
You do?
00:26:36.480 --> 00:26:36.880
Okay, awesome.
00:26:36.960 --> 00:26:43.279
So you know, so let's say you want you and your wife, Tracy, you want to make a video about buying Airbnbs because you know how to do it and you've done it, you want to show the success.
00:26:43.519 --> 00:26:46.480
Well, how many people are interested in buying short-term rentals?
00:26:46.720 --> 00:26:52.240
There's probably a good amount, but that is just limited to those people who are interested in buying short-term rentals right now.
00:26:52.319 --> 00:26:53.759
I'm going to show you guys how to buy Airbnb.
00:26:53.839 --> 00:26:54.559
Here's how we did it.
00:26:54.720 --> 00:26:55.119
Cool.
00:26:55.359 --> 00:26:58.960
Well, what is what is one of the benefits of owning an Airbnb?
00:26:59.759 --> 00:27:01.039
Just like what do you what do you think?
00:27:01.200 --> 00:27:02.960
Like, what is what are the things that help you?
00:27:03.200 --> 00:27:04.160
What are the things that help me?
00:27:04.240 --> 00:27:06.400
Well, it's a huge tax you know benefit, right?
00:27:06.640 --> 00:27:07.599
Yes, tax benefit.
00:27:07.680 --> 00:27:07.920
Yeah.
00:27:08.079 --> 00:27:16.400
Okay, so how many people, Chris, are interested in buying short-term rentals versus how many people are interested in saving money on taxes?
00:27:16.640 --> 00:27:17.279
Yeah.
00:27:17.519 --> 00:27:23.680
I believe that most Americans, adult age, are interested in saving money on taxes.
00:27:24.319 --> 00:27:29.759
So I have an example of this where I made a video about buying short-term rentals as a strategy for investing.
00:27:29.920 --> 00:27:31.440
It has limited audience.
00:27:31.599 --> 00:27:39.759
I made the same video about how young people are wiping out their tax liability by buying short-term rentals, and it did a million views.
00:27:39.839 --> 00:27:40.240
Yeah.
00:27:40.480 --> 00:27:50.960
So what you want to think about is like if you want more views, if you want more followers, you need to find a topic that would more that many people would be interested in learning about.
00:27:51.119 --> 00:27:52.960
So there's riches in the niches for sure.
00:27:53.039 --> 00:27:53.359
Yes.
00:27:53.599 --> 00:28:00.480
But you have to also think about how could you put your niche topic underneath the umbrella of something that would appeal to more people.
00:28:00.640 --> 00:28:02.880
So real estate, getting rich with real estate.
00:28:03.039 --> 00:28:03.119
Yeah.
00:28:03.279 --> 00:28:04.880
Like that's bigger appeal.
00:28:05.119 --> 00:28:07.519
Um FHA loan, very narrow appeal.
00:28:08.160 --> 00:28:11.119
Government program that helps you acquire homes and get rich.
00:28:11.279 --> 00:28:12.079
That's big appeal.
00:28:12.160 --> 00:28:14.079
Like you have to keep making it more broad.
00:28:14.240 --> 00:28:18.480
And when you start thinking like this, you realize there's way more opportunity.
00:28:18.799 --> 00:28:19.839
There's way more opportunity.
00:28:19.920 --> 00:28:34.559
But that's I think that's the um the I think you have a gift in this, and which is why you coaching people is so you know, people who are listening that want coaching from this, this is a really good opportunity for them to get that.
00:28:34.880 --> 00:28:47.200
Because I think when you can learn that language, and so let's say you have an idea, and I was thinking as you were talking, like I can prompt, I could have a prompt that makes me think broader.
00:28:47.440 --> 00:28:47.839
Yes.
00:28:48.000 --> 00:28:48.319
Right?
00:28:48.480 --> 00:28:52.240
So, how do I make this you know hit this conversation hit?
00:28:52.319 --> 00:28:57.039
And then it once it starts to do that, it might be able to give me an idea that I wasn't thinking.
00:28:57.119 --> 00:29:02.640
And it might not be exactly the way AI is telling me, but it's opening up my brain to other opportunities.
00:29:02.720 --> 00:29:03.440
But you have that.
00:29:03.519 --> 00:29:04.160
That's a really good idea.
00:29:04.400 --> 00:29:05.920
So you think about uh TAM.
00:29:06.000 --> 00:29:10.960
Uh whenever you're pitching a uh business, you think about the total addressable market.
00:29:11.119 --> 00:29:17.599
Anyone who's ever raised money for a company or looking at a business as a as a like how much opportunity, how much money could this business make?
00:29:17.759 --> 00:29:19.599
Like, what's the total addressable market?
00:29:19.759 --> 00:29:22.079
So think about the TAM of your topic.
00:29:22.319 --> 00:29:24.480
If it's limited TAM, it's gonna be limited views.
00:29:24.720 --> 00:29:30.880
Now that is okay if you're talking to like, hey, you're a branch leader who wants to make more money.
00:29:31.359 --> 00:29:33.519
Let me show you the PL, like whatever you guys talk about.
00:29:33.599 --> 00:29:34.000
That's cool.
00:29:34.079 --> 00:29:35.440
You just know it's a limited audience.
00:29:35.519 --> 00:29:38.960
But you would never you probably would not expect that video to go viral.
00:29:39.119 --> 00:29:43.039
No, but you're expecting it to reach the right person who you can help.
00:29:43.200 --> 00:29:43.359
Yeah.
00:29:43.519 --> 00:29:47.279
But then if you do want to make a viral video, maybe make it about something else.
00:29:47.359 --> 00:29:48.640
Like you would pick a different topic.
00:29:48.720 --> 00:29:50.559
So topic selection is important.
00:29:50.799 --> 00:29:52.880
How you structure the video is important.
00:29:52.960 --> 00:29:57.519
Um, I know it's a lot of big mistake people make is they're giving too much context.
00:29:57.759 --> 00:29:59.839
So I'll give you an example uh in Instagram.
00:30:00.400 --> 00:30:03.680
Stories, you could do you can talk about your day, you could talk about what's going on.
00:30:03.759 --> 00:30:04.160
That's fine.
00:30:04.240 --> 00:30:09.359
Because it's even there, you should limit it because people's time is limited, they're gonna swipe through really quick.
00:30:09.599 --> 00:30:14.960
But if you want to talk about um topics in the feed, like actual reels, you would just want to get straight into it.
00:30:15.039 --> 00:30:18.640
So a lot of a lot of people will dance around the issue.
00:30:18.799 --> 00:30:25.920
Like, hey, man, it's been a super busy day, and uh just got off the phone with a client and I want to share this tip with you.
00:30:26.160 --> 00:30:27.680
Well, what if we just started there?
00:30:27.839 --> 00:30:30.319
You know, like that whole intro could be chopped off.
00:30:30.480 --> 00:30:36.000
And let's just go, this is a crazy thing about buying, you know, doing this thing, or here's the tip I want to share with you.
00:30:36.160 --> 00:30:39.359
Like, let's just share that instead of all the context beforehand.
00:30:39.519 --> 00:30:43.119
So we think we need a lot of setup when in reality the setup is meaningless.
00:30:43.200 --> 00:30:43.839
People don't care.
00:30:44.000 --> 00:30:45.759
They don't care, they don't care what you get from a lot of people.
00:30:46.000 --> 00:30:51.200
Do you find yourself, do you find yourself doing that video and then just editing it?
00:30:51.519 --> 00:30:55.759
Yeah, taking it out just because you need that sort of warm-up, if you will, to yeah.
00:30:55.839 --> 00:30:58.240
I think a lot of people need just to get the in the motion.
00:30:58.319 --> 00:30:59.839
That's a good point, and then you can just trim it off.
00:30:59.920 --> 00:31:01.599
Yeah, that's what the that's for the feed video.
00:31:01.680 --> 00:31:05.359
Now, if you're making a personal piece of content and you want to talk about what you're going on in your life, that's different.
00:31:05.519 --> 00:31:07.359
You could you could set the table however you want.
00:31:07.599 --> 00:31:11.839
But I just think in general, we need to get to the point quicker, get to the punchline quicker.
00:31:12.000 --> 00:31:16.799
And I've noticed a lot of videos that fail, they get to that, but it's like 20, 30 seconds into the video.
00:31:16.960 --> 00:31:17.599
Too far in.
00:31:17.759 --> 00:31:18.319
Too far in.
00:31:18.480 --> 00:31:22.000
So in some cases, you could start the video with the punchline.
00:31:22.319 --> 00:31:22.640
Yes.
00:31:22.799 --> 00:31:24.400
Like I've seen this on podcast clips.
00:31:24.480 --> 00:31:29.839
They'll take the bar, the the best line, put it at the front of the video, and then do the explanation.
00:31:30.079 --> 00:31:32.960
When you're in the middle of a podcast, do you find that bar?
00:31:33.119 --> 00:31:35.279
Do you know immediately what the bar is when you when you're yeah?
00:31:35.359 --> 00:31:37.119
I think you're listening to it, and you're like, man, that was a line.
00:31:37.200 --> 00:31:40.319
That's a writer down, or you know, that's a screenshot of a slide.
00:31:40.400 --> 00:31:42.319
You know, those are kind of one-liners.
00:31:42.559 --> 00:31:47.839
And so you have to think about okay, uh, eventually as you do more content, you'll start to speak in sound bites.
00:31:48.480 --> 00:31:51.519
And uh that just allows people to pay attention to you more.
00:31:51.759 --> 00:31:56.000
The other concept that I think is really important, and I just had this come up because it's a really cool timing.
00:31:56.160 --> 00:32:09.599
This morning I did a call for a homebot, who's like a uh uh software company that serves our industry, real estate mortgage, and they had me come on the call and they had a bunch of their clients on the call and they were talking about marketing for uh 2026, same kind of thing we're talking about.
00:32:09.839 --> 00:32:19.839
And I went over some of these ideas on like how you can reach people with your content more, and they were like mind-blown emojis in the chat, and they were like, Man, this is crazy.
00:32:19.920 --> 00:32:23.200
This is I've never gotten so much value in such a short period of time.
00:32:23.599 --> 00:32:27.599
And I realized, like, bro, the bar is so low in our industry.
00:32:27.839 --> 00:32:28.160
I agreed.
00:32:28.640 --> 00:32:32.960
And so you have to think about like your chances of success and and stacking the deck in your favor.
00:32:33.599 --> 00:32:37.039
Let's say you're a funny guy, you're a comedian, you tell jokes, whatever, cool.
00:32:37.279 --> 00:32:41.359
If you go to Hollywood trying to become a movie star, like what's the competition like?
00:32:42.240 --> 00:32:42.880
Stack, bro.
00:32:42.960 --> 00:32:46.799
Like you can go to LA and you could be the funniest guy and you could struggle waiting tables for 10 years.
00:32:47.519 --> 00:32:51.680
Let's say you're funny and you want to be the funny guy in mortgage on the internet.
00:32:52.480 --> 00:32:54.079
Dude, you're you're the one person.
00:32:54.400 --> 00:33:00.480
Yeah, you could literally be one of you could be the top three funniest people in our industry right now on the internet.
00:33:00.799 --> 00:33:01.039
Yeah.
00:33:01.279 --> 00:33:07.680
Because so you have to think like, where could you stack if you have a talent, it doesn't even have to be world-class talent, it just needs to be something.
00:33:07.839 --> 00:33:08.079
Yeah.
00:33:08.319 --> 00:33:09.759
And you whatever that thing is.
00:33:09.839 --> 00:33:14.160
And I found, unfortunately, whatever that thing is for most people, they're hiding it.
00:33:14.240 --> 00:33:18.880
So literally, the one thing that would give you the highest chance of success, you'll never put it on out there.
00:33:18.960 --> 00:33:19.759
You never put that out there.
00:33:19.839 --> 00:33:21.599
You're just gonna like, you know, keep it behind.
00:33:21.680 --> 00:33:24.160
So I would encourage people to think like, where are your talents?
00:33:24.240 --> 00:33:25.279
What are your interests?
00:33:25.440 --> 00:33:26.640
And start putting those out there.
00:33:26.720 --> 00:33:34.799
Because I don't even have that many, but every time I share one with my content, people just start to connect more and you start to get more reach with all the stuff.
00:33:34.960 --> 00:33:37.920
So these are just all tips along the content journey.
00:33:38.079 --> 00:33:40.720
And then we could get into like, okay, how do you turn this into clients?
00:33:40.799 --> 00:33:42.720
How do you turn this into prospects and money?
00:33:42.880 --> 00:33:45.119
But the first step is like making better videos.
00:33:45.599 --> 00:33:47.759
If we start there, then the rest becomes easier.
00:33:48.079 --> 00:34:08.400
Well, so Neil, like what we're talking through though is you know, you went from something sparked your your curiosity or you you changed the way that you were thinking, then you figured out how to you had to change what you were doing, like and you went from I'll never do you know, content and that's stupid.
00:34:08.719 --> 00:34:09.679
What are you guys doing?
00:34:10.000 --> 00:34:10.880
to doing it.
00:34:11.440 --> 00:34:13.840
And then you figured out to how to make money with it.
00:34:14.079 --> 00:34:14.239
Yeah.
00:34:14.480 --> 00:34:18.000
And then you figured out strategies on how to get from one to one to one to many.
00:34:18.239 --> 00:34:18.559
Yes.
00:34:18.880 --> 00:34:36.639
And so kind of shift into that a little bit because I think what people don't realize is I think when people think about you know, I'll get on a call with my team and I'll I always ask this question when whenever it's around like social media or branding, who's gotten deals off of Instagram, right?
00:34:37.039 --> 00:34:42.239
It's so many people raise their hand, yet they'll stop putting you know content out, right?
00:34:42.320 --> 00:34:45.039
They they like do it and then they stop, they do it and they stop.
00:34:46.639 --> 00:34:51.039
And but I think what people think through is like it's always one deal.
00:34:51.119 --> 00:34:57.519
Like it's I got one deal from somebody that contacted me in a DM and I ended up closing a deal for them.
00:34:57.920 --> 00:35:00.639
And I think they're missing the point of being able to go one to many.
00:35:01.119 --> 00:35:10.800
And so talk a little bit about that strategy for like we you, you know, you went in a webinar, like people I don't think people realize the the the um the massive opportunity with a webinar.
00:35:11.039 --> 00:35:18.400
Yeah, so if you're stuck on you know anywhere in business is ceiling, you have to scale the number of people you can get into your in your business.
00:35:18.639 --> 00:35:25.840
Now, you can only serve so many, so people build teams, they can any, you know, the best people in our industry have teams of people that they sir help.
00:35:26.079 --> 00:35:28.320
They have um recruits, they have all kinds of stuff going.
00:35:28.400 --> 00:35:30.000
So that's how you can scale your business.
00:35:30.480 --> 00:35:33.760
But the selling mechanism has to change at some point.
00:35:33.920 --> 00:35:36.079
Uh and most people are always in one-to-one.
00:35:36.239 --> 00:35:41.360
And if you're doing one-to-one selling, you're just gonna continue to work and be burnt out.
00:35:41.679 --> 00:35:47.599
Like it's just it's hard to it's only so many calls you can make in a day, it's only so many doors you can knock on, so many meetings you can have.
00:35:48.000 --> 00:35:52.239
So, what changed the game for me is switching my efforts from one-to-one to one to many.
00:35:52.320 --> 00:35:53.119
So, what does that mean?
00:35:53.280 --> 00:36:02.719
Well, if I'm gonna do a call with a home buyer to educate them on the market and why they should buy here, well, wouldn't it be cool if I could get 15 home buyers on that call?
00:36:03.199 --> 00:36:15.440
If I'm gonna do a meeting with a real estate partner and give them some tips and stuff, and and by the way, I still do one-to-one, but it's like we use one to many to reach the masses, and then you s you you then you pick the people you want to work with one-to-one.
00:36:15.760 --> 00:36:17.119
But it just makes one-to-one way easier.
00:36:17.199 --> 00:36:18.320
It makes it like a layup.
00:36:18.800 --> 00:36:23.119
So one to and and some people will work with you straight off the one-to-many, which is cool.
00:36:23.199 --> 00:36:24.400
That's how you can really scale this.
00:36:24.719 --> 00:36:29.599
So if I'm gonna have a meeting with a business partner, well, what if I taught that to 15 business partners?
00:36:30.000 --> 00:36:30.320
Right?
00:36:30.480 --> 00:36:32.559
Like it's the same hour of my time.
00:36:33.440 --> 00:36:39.679
And so when you think about content, like the you know, everybody here wants to spend more time with their family.
00:36:39.840 --> 00:36:43.519
They will, you know, they probably have a spouse who's probably mad at you for working too much.
00:36:44.079 --> 00:36:44.719
Literally, right now.
00:36:44.960 --> 00:36:45.519
Literally, yeah.
00:36:45.679 --> 00:36:47.679
Everybody's dealing with this, we're all dealing with this.
00:36:48.000 --> 00:36:54.079
And you know, the crazy thing that your spouse probably doesn't know when they're mad at you is that you actually agree with them.
00:36:54.719 --> 00:37:03.360
You don't want to be working as much, but you have obligations, you have pressure on you, you have to perform, and so you're trying to juggle like you're serving two masters.
00:37:03.440 --> 00:37:09.280
You know, you want to be this perfect person, but you also want to be crushing it at work, and so it's hard, dude.
00:37:09.360 --> 00:37:09.920
I get it.
00:37:10.239 --> 00:37:14.000
But the key is like changing some of the activities to be more efficient.
00:37:14.480 --> 00:37:17.440
So, you know, this is the whole definition of like working smarter, not harder.
00:37:17.679 --> 00:37:23.599
And if you continue to just do the the old school methods, it might work, but you're gonna burn out.
00:37:23.920 --> 00:37:25.760
You might get divorced, you know, who knows?
00:37:25.840 --> 00:37:26.559
Hopefully not.
00:37:26.800 --> 00:37:30.800
Um, but you'll also just it's just like a path to like a dead end, you know.
00:37:31.039 --> 00:37:34.079
And so that's why I think of one to many as being the path out of that.
00:37:34.320 --> 00:37:36.480
So that's a big reason why I do content.
00:37:36.639 --> 00:37:45.360
So you have to think about okay, if I'm able to speak to a couple hundred people with this video, if I'm gonna do the conversation, why don't I just put it on the on a piece of content?
00:37:45.760 --> 00:37:51.679
And I think the part that you said earlier is like people who don't have time, they don't have time initially because it takes a lot of time to do it.
00:37:51.920 --> 00:37:55.119
What they don't realize is once you get good at this, it takes very little time.
00:37:55.599 --> 00:37:58.000
Like somebody's like, hey dude, how do you have time to post the videos?
00:37:58.079 --> 00:37:59.679
I'm like, how do you have time to brush your teeth?
00:38:00.079 --> 00:38:05.039
You like content for me could be walking from the car to the front door on the way into the office.
00:38:05.119 --> 00:38:06.480
Like, guys, I want to share with you this.
00:38:06.639 --> 00:38:11.039
Or hey, here's something that happened, or uh, and I'm talking about, you know, a quick tip.
00:38:11.119 --> 00:38:14.239
Like that video you said, I'm sharing what's going on in Vegas, and it's like steam.
00:38:14.800 --> 00:38:17.199
That was literally from I'm going to a date night.
00:38:17.280 --> 00:38:20.239
I was like walking from my car to meet my wife for dinner.
00:38:20.480 --> 00:38:22.880
But there's you know, a three-minute walk in between.
00:38:23.039 --> 00:38:23.840
That's that's a video.
00:38:25.119 --> 00:38:27.679
And so you get to the point where you can just pull it off in certain spots.
00:38:27.760 --> 00:38:39.360
That's why I love making like more than half the content now with the phone instead of having to get into the studio, do the scripting, do like that's cool, but there's also a great opportunity elsewhere, you know, just to do it on the fly.
00:38:39.440 --> 00:38:42.559
And you do this a lot too, where you're just posting straight from the phone, yeah.
00:38:42.719 --> 00:38:44.559
Uh on the evening walk, you know.
00:38:44.719 --> 00:38:46.320
Yes, that makes it a lot easier.
00:38:46.400 --> 00:38:49.119
So the bar drops for the time it takes you to do it.
00:38:49.280 --> 00:38:50.960
But that's the stuff that most people interact with.
00:38:51.119 --> 00:38:56.880
That's the stuff that I get the most views with, is you know, because it gives people an opportunity to get to know me on a personal level.
00:38:57.199 --> 00:38:58.639
So let's talk about that for a little bit.
00:38:58.719 --> 00:39:04.800
I mean, you know, I think um mortgage content is boring.
00:39:05.039 --> 00:39:05.280
Yep.
00:39:05.440 --> 00:39:14.719
So if I go to somebody that I'm looking, like it's first thing I do, first off, I think people have to realize that right now your Instagram or your LinkedIn, that's your resume, right?
00:39:14.880 --> 00:39:21.679
So if I if if you hear about somebody, I think if if we were talking and I mentioned somebody you had never heard of them, what's the first thing you do?
00:39:21.840 --> 00:39:23.920
Do you look up their yeah, yeah, you look up their Instagram?
00:39:24.079 --> 00:39:25.920
Or you might even text someone their Instagram.
00:39:26.000 --> 00:39:27.119
That's how you refer to it.
00:39:27.280 --> 00:39:27.360
Right?
00:39:27.440 --> 00:39:28.239
That yeah, so you text them.
00:39:28.400 --> 00:39:29.199
I don't even have a business card.
00:39:29.280 --> 00:39:30.000
I just send you my Instagram.
00:39:30.159 --> 00:39:33.280
And then so I look at the Instagram and I'm like, are they legit or not legit, right?
00:39:33.440 --> 00:39:33.760
Yep.
00:39:34.000 --> 00:39:38.159
And if I see it's all about low rates, it's all about, you know, that kind of bores me, right?
00:39:38.239 --> 00:39:40.400
I want to know what they're about, who they are as a person.
00:39:40.719 --> 00:39:49.519
So I think that's a mistake that a lot of people are making as well, is just keeping it straight business and the and and not giving, you know, enough about their lives.
00:39:49.679 --> 00:39:52.639
But when you started to do that, what did you start to notice?
00:39:52.880 --> 00:40:03.360
Yeah, so um what you're talking about is a great concept of like, okay, it's not just the con the informational content, if it's just information, people will uh you know, they won't connect with you.
00:40:03.679 --> 00:40:08.800
Like and and you could do just information, but you're competing with like giants, you know.
00:40:08.880 --> 00:40:15.679
There's like people who literally are the best finance creators out there who are gonna make post two, three finance videos a day sometimes.
00:40:15.760 --> 00:40:17.360
Yeah, perfectly done.
00:40:17.440 --> 00:40:20.079
They know they're hacking the algorithm and like you're competing on that.
00:40:20.239 --> 00:40:27.440
Now that it's a game you can play, but there's another game where you have stacked the deck in your favor, which is connection.
00:40:27.760 --> 00:40:34.320
So you have good information, but then I would say 70-30 or 80-20 at the at the highest level.
00:40:34.480 --> 00:40:40.239
You know, you might have out of 10 posts, seven of them would be teaching tips, helpful information.
00:40:40.400 --> 00:40:43.599
And when you say it's boring, it is boring to extent, but you can make it better.
00:40:43.760 --> 00:40:44.960
You can make it really, yeah.
00:40:45.119 --> 00:40:46.559
You can show numbers on screens.
00:40:46.639 --> 00:40:49.920
Yeah, I talk about this, not just telling people, show them real things.
00:40:50.400 --> 00:40:52.800
To us, it's kind of boring because we watch this stuff all day.
00:40:52.960 --> 00:40:53.519
All day, yeah.
00:40:53.760 --> 00:40:58.159
But for the average viewer, they don't see they don't follow seven people in real estate and mortgage.
00:40:58.239 --> 00:40:59.760
So they're like, okay, this might be interesting.
00:40:59.840 --> 00:41:00.800
You might catch people.
00:41:01.039 --> 00:41:04.079
Like I said, that tax video, like, dude, that's viral.
00:41:04.159 --> 00:41:07.039
People are sharing it, saving it, sending it to their spouse, saying it's their CPA.
00:41:07.280 --> 00:41:08.480
Well, they feel smarter from it.
00:41:08.559 --> 00:41:10.960
They you gave them a piece of information that's smarter, yeah.
00:41:11.199 --> 00:41:12.400
Infotainment is a big thing.
00:41:12.480 --> 00:41:17.119
Information can be entertaining, but then the connection piece is where I've seen huge ROI.
00:41:17.199 --> 00:41:19.920
And you just said it like people really connect and remember.
00:41:20.079 --> 00:41:23.199
So 30% of the content is not business related.
00:41:23.519 --> 00:41:28.880
Now, I've seen people even win with 70-30, 70% personal, 30% business.
00:41:29.119 --> 00:41:33.119
Like they're a XYZ who happens to do real estate.
00:41:33.599 --> 00:41:34.239
That's where I want to be.
00:41:34.400 --> 00:41:35.599
I don't know why, but that's where I want to be.
00:41:35.679 --> 00:41:36.320
It can be, it can be.
00:41:36.559 --> 00:41:38.239
I just thought that interesting enough, or at least I think.
00:41:38.559 --> 00:41:43.360
Yeah, you could be like, dude, I'm a I'm on this fitness thing, I do this, yeah, I'm a life coach, whatever you want to be.
00:41:43.440 --> 00:41:45.840
Like, and I also happen to do this, that that can work.
00:41:45.920 --> 00:41:54.639
Yeah, I do think you need to pick which side and kind of commit to a certain path because otherwise it confuses the algorithm, confuses your whole growth pattern.
00:41:54.800 --> 00:41:58.480
But uh, there's something to be said for like slower growth, but more profitable growth.
00:41:58.880 --> 00:42:03.440
You know, the fastest way to grow would be just to talk about one thing over and over and do that for years.
00:42:03.599 --> 00:42:06.159
Like we have a guy in our group that did that, but it's boring.
00:42:06.239 --> 00:42:07.280
He even tells me he struggles.
00:42:07.360 --> 00:42:08.480
He's like, I want to talk about other things.
00:42:08.639 --> 00:42:10.079
Anytime I talk about other things, it bombs.
00:42:10.239 --> 00:42:12.960
Dude, every time I open up my TikTok, there's a guy in there.
00:42:13.119 --> 00:42:17.360
It's like he's either talking about renovations, I and that's or or like non-Q.
00:42:17.840 --> 00:42:19.039
Like there's a non-Q guy.
00:42:19.360 --> 00:42:22.239
Though some of those videos took off, it's just like run the play again.
00:42:22.320 --> 00:42:27.119
And Instagram will tell you, these platforms will tell you, yeah, hey, this is the topic that worked, make more like this.
00:42:27.280 --> 00:42:27.599
Yes.
00:42:27.760 --> 00:42:31.840
And you should to some extent, but for me, I want to talk about more things than just that.
00:42:32.079 --> 00:42:35.199
So uh, what I want to do is I don't want to teach different things.
00:42:35.280 --> 00:42:38.719
I want to be known for one thing, but I want to be known for me.
00:42:38.800 --> 00:42:44.000
So I have this concept where I don't want to be well known, I want to be known well.
00:42:44.320 --> 00:42:51.599
And if you're known well and you've let people know the things that make you take and some of your personal life, and you can share as much or as little of this as you're comfortable with.
00:42:51.679 --> 00:42:53.519
I know some people don't want to put their kids or family on.
00:42:53.679 --> 00:42:56.639
That's fine, talk about other things, but you have to share something else besides the work.
00:42:56.800 --> 00:42:58.239
How long did it take for you to get to there?
00:42:58.320 --> 00:42:59.360
Because that wasn't always the case.
00:42:59.519 --> 00:43:01.519
Yeah, you just start dipping your toe, share a little bit.
00:43:01.840 --> 00:43:05.760
I I watched your journey on it, and it's like you get more comfortable to share.
00:43:05.840 --> 00:43:06.880
Yeah, isn't it a weird thing?
00:43:07.039 --> 00:43:12.800
Like um it is a weird thing on how more how how much more comfortable you'll be over time.
00:43:13.039 --> 00:43:14.480
It's just like a numbing process.
00:43:14.639 --> 00:43:16.239
You get like, yeah, you know, it's not a big deal.
00:43:16.320 --> 00:43:18.800
And then you start sharing a little bit more, you dip your toe a little bit more.
00:43:18.880 --> 00:43:27.360
And then I would say the biggest uh, and this is gonna help people right now, if you could share mistakes you've made, challenges you've overcome.
00:43:27.519 --> 00:43:31.280
I know you shared publicly that you overcame a problem with alcohol.
00:43:31.440 --> 00:43:31.679
Yeah.
00:43:31.840 --> 00:43:38.079
And it wasn't like you uh had a huge problem with it, but you were like, man, I just I'm not myself, I'm not my best when I drink.
00:43:38.159 --> 00:43:42.159
So here's what's crazy about the sorry, but here's what's crazy about that is like how many of you can connect with the city.
00:43:42.880 --> 00:43:47.599
So many people connected, and even to this day, people will ask me to help them, right?
00:43:47.760 --> 00:43:57.840
I'm like, I'm not I can't, I I didn't know what I can only speak to what I did, but but what I'll tell you is that even then when you said, well, it was it really wasn't a problem, well, it was a problem.
00:43:57.920 --> 00:44:02.079
I just wasn't comfortable telling everybody it was a problem until two years later, right?
00:44:02.159 --> 00:44:08.880
Like that time had to, you know, because you're very ashamed of yeah, yeah, you know, letting it be cut, like there's a letting it become a lot of people.
00:44:09.360 --> 00:44:15.920
Somebody might have gone through something like this, yeah, and they would need they they really relate to it, and they're like, Man, I'm so glad you said it.
00:44:16.000 --> 00:44:17.119
You had the courage to talk about this.
00:44:17.280 --> 00:44:19.039
That really helped me get from modern, I think.
00:44:19.199 --> 00:44:23.360
So it's a huge thing, but somebody else is listening and like Neil, I would never talk about that.
00:44:23.599 --> 00:44:24.239
Okay, that's fine.
00:44:24.320 --> 00:44:26.639
Yeah, what is something else you struggle with business-wise?
00:44:26.800 --> 00:44:28.159
What is something you struggle with personal?
00:44:28.400 --> 00:44:33.280
If there's all wins and you're just trying to put out that you're this perfect person, people just don't relate.
00:44:33.360 --> 00:44:34.239
It's not real.
00:44:34.480 --> 00:44:39.920
So I know it's a lot of people in my industry and your industry too, like they're scared to share success.
00:44:40.159 --> 00:44:44.320
Like if they're on a trip with their family, they don't want to share because they're like, oh, this is a really nice resort.
00:44:44.480 --> 00:44:47.199
I don't want people to think I'm uh spending too much money.
00:44:47.360 --> 00:44:50.880
I don't want people to um think I'm out of the office because then they won't send me deals.
00:44:50.960 --> 00:44:52.960
Like they're thinking of overthinking all of this.
00:44:53.199 --> 00:45:00.880
The reason why you don't want to share the successes in your life or the wins is because you didn't share the work, you didn't share the downside.
00:45:01.119 --> 00:45:04.079
So, what about the the week where everything went wrong?
00:45:04.400 --> 00:45:05.280
And we all have them.
00:45:05.440 --> 00:45:07.519
I don't care where you work, we all had them.
00:45:07.679 --> 00:45:08.960
Yeah, deals fell through.
00:45:09.119 --> 00:45:16.000
Uh, maybe it's somebody you've been working on for uh bringing into the organization for months, years, and then they told you they're going somewhere else.
00:45:16.079 --> 00:45:17.840
Yeah, like none of us happens.
00:45:18.079 --> 00:45:19.119
Oh, it it just happened, right?
00:45:19.599 --> 00:45:29.280
200 million, not the door, you know, or like I remember sitting in my office and like five people walk out one day, you know, and you're like, hey, you take that so personal, but you don't want to talk about it, right?
00:45:29.360 --> 00:45:33.360
Because you don't want to show the loss, but you want people, but but I think that makes you real.
00:45:33.440 --> 00:45:37.599
I think that's what's yeah, and and and you could do it in a way where it doesn't, it's not detrimental to your business.
00:45:37.760 --> 00:45:39.760
I don't want to tell people like, hey, my business is going to shit.
00:45:39.920 --> 00:45:40.639
Call me if you need me.
00:45:40.800 --> 00:45:42.400
No, because that's not you can't do that.
00:45:42.480 --> 00:45:46.480
Yeah, but what you can say is look, man, guys, I'm just being straight.
00:45:46.639 --> 00:45:47.840
This was a rough week.
00:45:48.000 --> 00:45:48.320
Yeah.
00:45:48.559 --> 00:45:49.519
Um, I I don't know.
00:45:49.760 --> 00:45:50.719
What did you do that one before?
00:45:51.199 --> 00:45:52.159
It's like man, I appreciate that.
00:45:52.320 --> 00:45:53.119
A couple things went wrong.
00:45:53.280 --> 00:45:55.679
Dude, I'm I'm I got robbed like over the summer.
00:45:55.760 --> 00:45:58.400
I shared a video uh carousel picture on so on.
00:45:58.480 --> 00:46:00.719
So I literally showed our house turned upside down.
00:46:00.880 --> 00:46:01.199
Why?
00:46:01.360 --> 00:46:10.239
Not to get sympathy, but because I learned a valuable lesson that a lot of people needed to hear, which was hey, don't take for granted home security.
00:46:10.719 --> 00:46:11.039
You know what?
00:46:11.119 --> 00:46:14.480
Like, if you have an alarm system, it might be a good idea to turn the dang thing on, you know.
00:46:14.559 --> 00:46:17.679
Like we get so comfortable in our home, yeah, you stop putting the alarms on.
00:46:17.760 --> 00:46:19.360
You price to leave my keys in my car.
00:46:19.440 --> 00:46:20.639
Like, you know, I don't even think about it.
00:46:20.880 --> 00:46:23.920
Your kids come in and out of the pool, you know, they just leave the doors open at night.
00:46:24.000 --> 00:46:26.159
Like it's summertime, you know, everyone's having a good time.
00:46:26.320 --> 00:46:28.960
Like, well, shit, you know, maybe double check.
00:46:29.039 --> 00:46:31.199
And so it just kind of was like a wake up call.
00:46:31.519 --> 00:46:37.280
And so, hey, if my experience can give somebody the wake-up call without having to be robbed, hey, that's helpful.
00:46:37.360 --> 00:46:42.239
Yeah, you know, it's not like, hey, poor me, but I just want to tell someone, hey, man, I I'm having a rough week.
00:46:42.320 --> 00:46:44.960
I got my event this week and I just got robbed.
00:46:45.039 --> 00:46:46.559
And uh man, this sucks.
00:46:46.719 --> 00:46:47.519
But you know what?
00:46:47.760 --> 00:46:57.920
Maybe it's a sign that, like, you know, I needed to get my home security in order because maybe me getting robbed was preventing something that would have happened worse if I hadn't fixed this issue.
00:46:58.000 --> 00:47:01.280
So now we've got it all dialed in, it's all fixed, Fort Knox, whatever, right?
00:47:01.599 --> 00:47:02.960
But that was a lesson I had to learn.
00:47:03.039 --> 00:47:08.639
So I'm just sharing, but like you would be shocked how many people like, hey, can I help you with this?
00:47:08.800 --> 00:47:10.320
I'm gonna do this, dude.
00:47:10.639 --> 00:47:12.400
People sent us like support.
00:47:12.480 --> 00:47:14.719
My friends, like, you call me, text me, whatever.
00:47:14.800 --> 00:47:18.960
Like, so you just realize, like, okay, there's power in just being real.
00:47:19.119 --> 00:47:22.559
And then um, I've just noticed people will support your wins more.
00:47:22.800 --> 00:47:27.760
So when I share that I'm on vacation, um, they'll be like, hey man, enjoy the time with your family.
00:47:27.920 --> 00:47:28.960
Yeah, have a good trip.
00:47:29.119 --> 00:47:32.320
Nobody's like, hey, bro, I'm pissed at you because you're staying at the four seasons.
00:47:32.400 --> 00:47:33.840
Yeah, like, dude, you earned it.
00:47:33.920 --> 00:47:36.159
Yeah, I saw you working your tail off, man.
00:47:36.400 --> 00:47:37.119
I want to know where you're staying.
00:47:37.199 --> 00:47:40.000
Yeah, like people don't tell me where there's like that.
00:47:40.079 --> 00:47:40.559
I want to go there.
00:47:41.519 --> 00:47:42.400
But it's a conversation piece.
00:47:42.480 --> 00:47:42.639
Yeah.
00:47:42.800 --> 00:47:44.639
And so, yeah, there's things you can share.
00:47:44.800 --> 00:47:49.199
You get more comfortable over time, but these are all chances to get lucky.
00:47:49.440 --> 00:47:57.199
So the other day I was talking about, hey, I posted something personal, then the next day I posted something business, then I shared a success of a client.
00:47:57.440 --> 00:48:00.079
Each time I do this, it's a chance to connect with new people.
00:48:00.239 --> 00:48:01.760
It's another chance to get lucky.
00:48:02.079 --> 00:48:05.599
Uh, we shared something about interest rate movement.
00:48:06.159 --> 00:48:09.599
Somebody was in the process of locking their loan on a Friday.
00:48:09.920 --> 00:48:12.079
They just got into contract, random follower.
00:48:12.480 --> 00:48:14.639
They asked if it's a good deal or not.
00:48:15.039 --> 00:48:15.840
It was not.
00:48:16.000 --> 00:48:18.800
Yeah, it was just like, dude, this is crazy.
00:48:19.039 --> 00:48:25.199
We I don't know where you got this from, but like, I'm just telling you, it's not a competitive, and I I don't want to mess up anything if you're already down the path.
00:48:25.280 --> 00:48:27.119
But if you want a comparison, I'm happy to help.
00:48:27.280 --> 00:48:28.400
Yeah, I would love to.
00:48:28.559 --> 00:48:30.159
Okay, that's luck, right?
00:48:30.239 --> 00:48:32.400
So somebody might say, Well, how do you get so lucky?
00:48:32.559 --> 00:48:33.599
Well, you create your own luck.
00:48:33.760 --> 00:48:35.840
It's you, you, you, you know, increase the surface there.
00:48:36.960 --> 00:48:39.519
So now each video increases my chances to get lucky.
00:48:39.599 --> 00:48:41.840
Each email, each piece of content, each connection piece.
00:48:41.920 --> 00:48:44.719
Oh, dude, I like you like that team, I like them too.
00:48:44.960 --> 00:48:46.800
Or who you who are you betting on this weekend?
00:48:46.960 --> 00:48:48.079
Oh, like that's my thing too.
00:48:48.239 --> 00:48:49.119
Now we're connected.
00:48:49.280 --> 00:48:52.880
You'd be shocked how many times small talk leads to big talk.
00:48:53.119 --> 00:48:53.920
All the time, bro.
00:48:54.000 --> 00:48:54.559
It's like that's it.
00:48:54.719 --> 00:49:02.159
We're having a conversation about football, we're having a conversation about where we're staying at on this trip in that same DM thread, four weeks, four months later.
00:49:02.320 --> 00:49:02.480
Yeah.
00:49:02.639 --> 00:49:04.880
Hey, dude, like, where are the rates at on this?
00:49:04.960 --> 00:49:07.679
Or, you know, I'm thinking about pulling money out of this rental, but I'm not sure.
00:49:07.760 --> 00:49:10.079
I need a HELOC, you know, because you're comfortable.
00:49:10.159 --> 00:49:12.480
The door, the path, the communication line is open.
00:49:12.559 --> 00:49:13.599
It's not awkward anymore.
00:49:14.079 --> 00:49:18.800
So I just think whenever you talk to people, you never just go up and just go straight to business.
00:49:19.039 --> 00:49:20.079
Like, hey, dude, how's it going?
00:49:20.159 --> 00:49:20.719
How's the kids?
00:49:20.800 --> 00:49:22.480
You know, and then you maybe ask you a question.
00:49:22.559 --> 00:49:24.159
So we need to do the same thing with content.
00:49:24.320 --> 00:49:26.400
What's the small talk of your content?
00:49:26.559 --> 00:49:28.480
And like you said, most people have none.
00:49:28.639 --> 00:49:31.119
You just just like here's the business, that's it.
00:49:31.280 --> 00:49:32.559
Well, most people will tell you that.
00:49:32.719 --> 00:49:32.960
Yeah.
00:49:33.119 --> 00:49:38.960
But what we just talked about right now, I know opened up people's minds to, oh, I've been robbed.
00:49:39.599 --> 00:49:41.920
I've been, I've, you know, I've been working out, right?
00:49:42.000 --> 00:49:42.400
I'm still.
00:49:42.719 --> 00:49:45.360
And we're talking about the worst things, you know, but like it could be something simple.
00:49:45.519 --> 00:49:47.440
It could be something really what you've had a rough week.
00:49:47.519 --> 00:49:48.400
So what do you give your five?
00:49:48.800 --> 00:49:49.760
What are your five things that you talk about?
00:49:50.239 --> 00:49:55.840
So these are the five F's food, faith, family, fitness, fashion was the one that somebody added.
00:49:55.920 --> 00:49:57.039
I'm not into fashion, as you can tell.
00:49:57.119 --> 00:49:58.079
I wear the same thing every day.
00:49:58.159 --> 00:49:59.920
But other people that's a fashion statement.
00:50:00.000 --> 00:50:01.039
And stuff, yeah.
00:50:01.119 --> 00:50:01.440
There you go.
00:50:01.519 --> 00:50:07.840
But like I noticed you got the sneakers on today with pink freaking shoelaces and a pink sweater, right?
00:50:07.920 --> 00:50:10.239
So, like, you're definitely into fashion on some level.
00:50:10.480 --> 00:50:13.199
I remember posting about shoes, and you're like, hey, bro, return those.
00:50:13.280 --> 00:50:15.360
You know, I'm like, how would I get rid of those now, bro?
00:50:15.599 --> 00:50:19.760
But it's cool, like there's this is just stuff you could talk about as one of the five F's.
00:50:19.840 --> 00:50:22.239
And now, if you're into something else, replace one of the F's with that.
00:50:22.320 --> 00:50:26.880
There's a guy, I was talking about this dude in Colorado, he's in our group, he hikes.
00:50:27.039 --> 00:50:28.480
He's outdoors kind of guy.
00:50:28.559 --> 00:50:30.400
Yeah, he gives the tips during the hike.
00:50:30.559 --> 00:50:33.039
The algorithm shows his content to other outdoors people.
00:50:33.199 --> 00:50:33.599
Oh, wow.
00:50:33.679 --> 00:50:34.239
It's just simple.
00:50:34.400 --> 00:50:43.039
So now if I'm gonna do a deal, I'm gonna do a deal that's with a guy that's like me that's hiking just like me, and I'm more, I might be more connected with that guy than anybody else.
00:50:43.280 --> 00:50:44.639
And I think we all do this already.
00:50:44.960 --> 00:50:47.840
Like, think about why do people choose to work with you?
00:50:48.159 --> 00:50:48.880
Just make a list.
00:50:49.039 --> 00:50:55.840
Well, they trust me, they know me, they like me, uh, we have shared interests, we get along, whatever those things are.
00:50:56.079 --> 00:51:00.079
So all I want to do is take those same things and make sure that they're in my content.
00:51:00.239 --> 00:51:06.880
Like, if you're like, dude, the main reason why people work with me is because I'm a funny guy and they just connect with me and we just get along.
00:51:06.960 --> 00:51:07.119
Yeah.
00:51:07.280 --> 00:51:14.079
Well, you better make sure that you're doing that in your content because the same will be true for the if it worked for these strangers, it'll work for these strangers.
00:51:14.400 --> 00:51:20.880
Well, that's the biggest mistake I see is that like people that I know are very different on I I I'm very different at times, you know.
00:51:21.039 --> 00:51:31.840
So it's hard to go that that authenticity piece is it will get better over time because I think we've, you know, even just people who are doing content get more and more comfortable with it.
00:51:31.920 --> 00:51:41.920
So I want to talk about this because I think that um it's important that people know that it doesn't always have to be a big video production, especially as you go into 2026.
00:51:42.320 --> 00:51:47.360
I mean, even think about what you watch, think about what you stop, what stops your scroll.
00:51:47.519 --> 00:51:52.159
And it's usually somebody on their phone just telling me a story sometimes.
00:51:52.559 --> 00:51:54.079
And that's what gets me to watch them.
00:51:54.159 --> 00:51:56.559
And that I'm like, what I gotta hear what they do.
00:51:56.719 --> 00:52:00.639
This was important enough for them to put this out in their in their car and tell me the story.
00:52:00.719 --> 00:52:02.000
I want to know what it is.
00:52:02.239 --> 00:52:07.840
But everybody thinks that they need to have perfect microphone, perfect lighting, perfect, you know, all this setup.
00:52:08.239 --> 00:52:13.599
So give people some advice on what they could do to you know really you know, stand out right now.
00:52:14.000 --> 00:52:16.559
Um the first thing is like I said, use the phone.
00:52:16.800 --> 00:52:18.400
Selfie cameras great.
00:52:18.559 --> 00:52:27.039
Um, there's something crazy that's going on right now where you know straight eye contact on IG or on social is a little awkward.
00:52:27.280 --> 00:52:27.519
Why?
00:52:27.679 --> 00:52:34.480
Because we're so used to watching people shoot the video with your eyes looking at yourself, it's slightly below the lens, just a little bit.
00:52:35.039 --> 00:52:39.599
But people are so used to it now because most authentic content is shot selfie mode on the phone.
00:52:39.840 --> 00:52:42.639
First thing you need to do is wipe the lens so it's clear, you know.
00:52:42.800 --> 00:52:45.199
You'll be you'll notice, like, hey, my video looks like shit.
00:52:45.360 --> 00:52:47.119
No, you probably just have dirty lens, okay?
00:52:47.199 --> 00:52:48.079
So clean that first.
00:52:48.559 --> 00:52:49.599
Then it's lighting.
00:52:49.920 --> 00:52:51.440
So think about the light.
00:52:51.519 --> 00:52:53.280
Uh is the light hitting your face?
00:52:53.440 --> 00:52:57.360
If you ever put it on your uh selfie mode and you're like, man, I look like crap.
00:52:57.599 --> 00:52:59.599
It's not you, it's a lighting issue.
00:53:00.079 --> 00:53:02.559
For somebody it might be you, but for most people, it's not you.
00:53:02.639 --> 00:53:05.920
It's like, dude, there's just no light in the room, or it's this harsh office light.
00:53:06.239 --> 00:53:09.360
Go outside, change the light, boom, all of a sudden you look not hung over.
00:53:09.440 --> 00:53:10.559
You know, it's like great.
00:53:10.800 --> 00:53:14.480
So, and then the second thing, the last piece of this is audio.
00:53:14.800 --> 00:53:16.320
Can people hear you clearly?
00:53:16.639 --> 00:53:19.599
So I just think I don't want people to work to watch my video.
00:53:19.920 --> 00:53:20.559
Okay, right?
00:53:20.800 --> 00:53:24.400
When you see one of these videos, you can see them, you can hear them.
00:53:24.960 --> 00:53:27.519
If you had to turn it all the way up, you probably just scroll past.
00:53:28.079 --> 00:53:36.000
If the video looked like, you know, I mean it doesn't need to be perfect, but if you couldn't even see their face, it was blurry, you'd be like, dude, there's something wrong with my phone.
00:53:36.239 --> 00:53:37.760
Let me uh exit and come back.
00:53:37.920 --> 00:53:43.119
Like, you know, you would start, you know, it just you don't want people to have to think down on you because of the way the content looks.
00:53:43.199 --> 00:53:44.719
So don't handicap yourself.
00:53:45.039 --> 00:53:49.760
Uh so on a scale of one to ten, I'm thinking like a six, seven, something like that would be perfect.
00:53:50.079 --> 00:53:54.000
If you go like into the high production value, it almost looks like an ad.
00:53:54.480 --> 00:53:55.519
Now, agreed, yeah.
00:53:55.920 --> 00:54:01.119
Some people high production content is their look, it's their differentiator.
00:54:01.599 --> 00:54:05.039
Like, you know, um, even in the studio we're sitting in right now, the content looks great.
00:54:05.199 --> 00:54:06.239
We're in a really nice studio.
00:54:06.320 --> 00:54:14.159
So this can be uh quality can be a differentiator, but at the same time, like it might not like for you, that's not important in the beginning.
00:54:14.480 --> 00:54:17.039
So I would just think get to a six or seven, you're good to go.
00:54:17.280 --> 00:54:21.440
The next thing would be um like the location where you shoot.
00:54:21.599 --> 00:54:22.719
So having a place you do it.
00:54:22.800 --> 00:54:26.480
You said the car, the car is great because there's just light coming in.
00:54:26.559 --> 00:54:31.840
If you especially if you have the windows, they can be closed, so the audio is good, but there's just a lot of natural light in the car.
00:54:32.239 --> 00:54:33.440
Natural light, no one can hear me.
00:54:33.599 --> 00:54:36.320
Yep, and then the doors are shut, it almost serves as a sound booth.
00:54:36.639 --> 00:54:37.360
So it sounds great.
00:54:37.440 --> 00:54:42.079
Yeah, make sure the audio isn't connected to the Bluetooth audio unless the mic is a really good point.
00:54:42.159 --> 00:54:46.880
Yeah, sometimes the mic in your car is trash, and then it's like now you've negated the audio.
00:54:47.119 --> 00:54:51.199
So the the phone, the especially these newer iPhones are great with audio and video.
00:54:51.440 --> 00:54:52.320
So I would just do that.
00:54:52.400 --> 00:55:00.000
Now, next level would be talking to the back camera, which you do a lot of the back camera on this phone is so much better than the selfie one.
00:55:00.079 --> 00:55:00.320
Yep.
00:55:00.400 --> 00:55:02.800
So I love doing videos talking to the back camera.
00:55:02.960 --> 00:55:06.480
Uh in my office, I have a light, like a nice light, I have a good mic.
00:55:06.639 --> 00:55:08.719
But if I'm within arm's length, you don't even need the mic.
00:55:08.800 --> 00:55:09.039
Yeah.
00:55:09.440 --> 00:55:10.880
And these these these phones are amazing.
00:55:11.039 --> 00:55:20.480
I mean, yeah, any really any iPhone is amazing if you're in an office or you're, you know, it I think it only becomes a bigger issue if you have it so far away or you're outside.
00:55:21.039 --> 00:55:28.239
And then the thing you just brought up, which is probably this is really important, and then we could get into like, okay, how do we actually get people off the fence?
00:55:28.400 --> 00:55:28.719
Okay.
00:55:28.960 --> 00:55:35.119
But the last piece on the content is like, okay, one trend that is crushing right now is storytelling.
00:55:35.280 --> 00:55:38.719
You said when people tell a story, you want to watch to hear what happened.
00:55:38.880 --> 00:55:39.039
Yeah.
00:55:39.199 --> 00:55:42.800
So this is a great way to loop in people, keep them watching your video.
00:55:43.039 --> 00:55:49.280
The number one way you can go viral and reach thousands of people with your videos is if they finish the video.
00:55:49.599 --> 00:55:58.000
Like, dude, if you make a video that's 37 seconds long or 43 seconds long, and majority of people watch it, it's gonna reach a lot of people.
00:55:58.079 --> 00:55:58.239
Okay.
00:55:58.480 --> 00:56:03.599
The reason why your video doesn't reach a lot of people is because most people just scroll past it and then the algorithm kills it.
00:56:03.840 --> 00:56:08.079
Like there's a small group that finishes it, but most people they're like, okay, that's not for me, I'm gone.
00:56:08.239 --> 00:56:08.400
Yeah.
00:56:08.639 --> 00:56:13.360
So if you want to make one that reaches, goes crazy, just make it so people are watching it.
00:56:13.519 --> 00:56:16.159
And one of the ways is to hook them in with a good story.
00:56:16.400 --> 00:56:21.519
The problem is, I'll ask you this question what bugs you when someone tells a story?
00:56:21.679 --> 00:56:22.559
Like what bothers you?
00:56:22.639 --> 00:56:24.559
Like if me and you are chatting or you're talking to someone.
00:56:24.800 --> 00:56:26.079
Well, I don't know where it's going, right?
00:56:26.159 --> 00:56:38.559
If I like, or if I feel like they hook me and now they're gonna give me a bunch of BS before they get to why I'm actually like if they're taking too long to get me to get to the punchline, yeah, then I'm I'm annoyed by that.
00:56:38.719 --> 00:56:43.760
So it has to be told in a really that there has to be something to get me to want to listen.
00:56:43.920 --> 00:56:44.079
Yeah.
00:56:44.320 --> 00:56:46.559
And then I got to get to the punchline fast.
00:56:46.719 --> 00:56:46.880
Yeah.
00:56:47.039 --> 00:56:49.039
And you know, that that's what gets me there.
00:56:49.119 --> 00:56:53.119
And if they're if they're um, they have to be a good storyteller.
00:56:53.440 --> 00:56:57.280
I mean, honestly, people know how to there's good storytellers, there's bad.
00:56:57.519 --> 00:57:01.119
And I think you have a really good framework on this that I I literally teach around this.
00:57:01.280 --> 00:57:04.239
Okay, so I have a framework for this for storytelling that would crush for everyone.
00:57:04.320 --> 00:57:05.599
It's called a Spark framework.
00:57:05.840 --> 00:57:06.800
S is the situation.
00:57:06.880 --> 00:57:10.239
So you want to set the scene really quick, one to two sentences.
00:57:10.400 --> 00:57:11.920
The P is the problem.
00:57:12.159 --> 00:57:13.920
What struggle did you face?
00:57:14.079 --> 00:57:16.079
Like what struggle did other people face?
00:57:16.559 --> 00:57:18.800
A action, what step did you take?
00:57:19.039 --> 00:57:23.280
Specific step that you took, our result, like what happened, include numbers if possible.
00:57:23.440 --> 00:57:25.440
And then the key takeaway is what you end with.
00:57:25.519 --> 00:57:27.519
What's the takeaway for watching this video?
00:57:27.760 --> 00:57:33.840
So, like uh if you think about this entire podcast, yes, it is based on tire that that entire thing.
00:57:34.079 --> 00:57:38.559
So if you want to use the Spark formula when in doubt, and so let me give you like a bad example.
00:57:38.719 --> 00:57:47.119
Uh I remember a guy who was talking about how he lost his properties in the foreclosure thing, and he was like, yo, I was foreclosed in 2008, um, and it was really hard.
00:57:47.360 --> 00:57:50.320
But since then I've rebuilt my business and now I'm successful.
00:57:50.559 --> 00:57:54.719
Well, I guess that's the story, but there's not much there to grab people, right?
00:57:54.800 --> 00:57:59.519
Yeah, and so like setting the scene, the situation is so important.
00:57:59.679 --> 00:58:07.519
So I would think about it like this it's 2008, guys, and I'm sitting in my driveway watching them like foreclose on my home.
00:58:07.760 --> 00:58:10.159
Watching the sheriff's department come and knock them out or whatever, you know.
00:58:10.400 --> 00:58:14.079
Well, I just I'm sitting at home and I get the letter that we're getting foreclosed next week.
00:58:14.159 --> 00:58:16.000
Like home is becoming for auction.
00:58:16.239 --> 00:58:17.599
Like I'm with you in that moment.
00:58:17.840 --> 00:58:18.960
And like my stomach sank.
00:58:19.039 --> 00:58:23.440
So like, what's the powerful moment statement, like the pivotal thing?
00:58:23.599 --> 00:58:28.559
Put that up front, like set the stage right up front, like and let them loop them right in, hook them right in.
00:58:28.639 --> 00:58:31.440
I think people like set up too much context and then nobody watches.
00:58:31.599 --> 00:58:31.840
Yeah.
00:58:32.000 --> 00:58:35.519
Now the thing you said is really important, like people just ramble on.
00:58:35.760 --> 00:58:38.480
So this framework keeps you from rambling on.
00:58:38.719 --> 00:58:45.039
So you think about that story of like, okay, in 2008, you know, I uh stood in my driveway watching people play it on my home.
00:58:45.280 --> 00:58:49.440
I was over-leveraged and I on five properties with no money reserves.
00:58:49.679 --> 00:58:51.920
And then uh I just ended up losing everything.
00:58:52.000 --> 00:58:52.800
It was a terrible moment.
00:58:52.880 --> 00:58:57.199
But then what's crazy is that was the moment that I changed the way I handled finances.
00:58:57.280 --> 00:59:00.320
I started tracking my expenses, I started doing this, I started doing this.
00:59:00.400 --> 00:59:03.440
Now, fast forward, I've been able to do X, Y, Z.
00:59:03.760 --> 00:59:05.119
It all came from that pivotal moment.
00:59:05.199 --> 00:59:08.559
So, like, don't lose all your stuff to go through this lesson.
00:59:08.639 --> 00:59:09.360
Start doing this now.
00:59:09.519 --> 00:59:10.639
That's the takeaway for the audience.
00:59:10.880 --> 00:59:11.199
Takeaway.
00:59:11.280 --> 00:59:11.519
Yeah.
00:59:11.599 --> 00:59:14.400
So, like, there's a lesson in what I'm telling you.
00:59:14.800 --> 00:59:20.559
You know, and uh you could go through this with that was like a moment of something where bad happened, but it could be something successful too.
00:59:20.800 --> 00:59:24.079
It could be so many things, it could be the deal I lost this week, the deal I gained this week.
00:59:24.159 --> 00:59:27.920
It could be And we we even had this in our group where people were telling us all kinds of stuff.
00:59:28.000 --> 00:59:34.000
Like, I remember one of the ladies who's like crushing it in Morgan, she's like you she talked about her autistic son.
00:59:34.159 --> 00:59:34.639
Oh, yeah.
00:59:34.880 --> 00:59:36.880
And I was like, I never knew you dealt with that.
00:59:37.039 --> 00:59:39.039
And she was crushing it despite that.
00:59:39.599 --> 00:59:43.119
And it was just like she's never told anybody about this.
00:59:43.360 --> 00:59:50.880
But she wanted to share because she wanted to share like something that's helped her, and it might help somebody else who's dealing with the same issue.
00:59:51.039 --> 00:59:54.559
Bro, comments are full of people who have the same issue as her.
00:59:54.639 --> 00:59:57.599
Yeah, they're trying to work and hold it all together, but they have an autistic kid.
00:59:57.679 --> 00:59:58.719
Yeah, bro, it's crazy.
00:59:58.880 --> 00:59:59.519
That is, yeah.
00:59:59.679 --> 01:00:08.400
So It could be personal, business, doesn't matter, but use like storytelling as a way to get it across because when you think about storytelling, who else could make that video?
01:00:08.880 --> 01:00:10.880
It's like, dude, it's one of one.
01:00:10.960 --> 01:00:11.519
It's gold.
01:00:11.840 --> 01:00:25.679
Well, you know, people listening, you know, most people have had a story where they helped a client that never thought they can get in a home before, or was told no by somebody else that just didn't, you know, do the income right.
01:00:25.920 --> 01:00:33.920
Or everybody has a story that happened this week or last week that they can pull out that same framework and start to tell their story.
01:00:34.079 --> 01:00:36.000
And I just don't think people are doing enough.
01:00:36.159 --> 01:00:41.760
So if you're listening and you're interested in getting that framework, DM us Spark.
01:00:42.079 --> 01:00:42.400
Spark.
01:00:42.639 --> 01:00:42.880
Yes.
01:00:43.119 --> 01:00:48.480
DM us Spark on either at Neil Home or on my um on my Instagram.
01:00:48.719 --> 01:00:49.440
Yeah, we'll send it to you.
01:00:49.519 --> 01:00:50.639
And we'll send it to the send framework.
01:00:50.719 --> 01:00:51.920
You know, I can give you plenty of examples.
01:00:52.000 --> 01:00:57.199
Like, we don't have time to get into all of them here, but like there are so many examples of how you can apply this to your storytelling.
01:00:57.280 --> 01:00:57.440
Yeah.
01:00:57.679 --> 01:01:00.800
And just keeping it on a formula, we'll just keep it on the rails.
01:01:00.960 --> 01:01:02.480
You can also use AI.
01:01:02.719 --> 01:01:08.239
So I love using ChatGPT or Claude and just vomit, word vomit, the whole thing.
01:01:08.320 --> 01:01:10.159
Just tell it like here's the story I want to tell.
01:01:10.320 --> 01:01:13.679
Help me refine this into an effective social media post.
01:01:13.760 --> 01:01:14.559
It'll do it in writing.
01:01:14.719 --> 01:01:16.480
Now, for the this is a great hack, Chris.
01:01:16.559 --> 01:01:20.079
Like people who are afraid to shoot the video, maybe they're not camera ready.
01:01:20.320 --> 01:01:21.679
Or you're like, Neil, Chris, I get it.
01:01:21.760 --> 01:01:23.280
I'm supposed to do video, but I'm not doing this shit.
01:01:23.599 --> 01:01:24.159
Okay, cool.
01:01:24.320 --> 01:01:25.519
Just do it in writing.
01:01:25.760 --> 01:01:26.559
It's so powerful.
01:01:26.719 --> 01:01:29.360
Just write out writing is so good.
01:01:29.599 --> 01:01:33.440
I'm I'm getting so much play on um on LinkedIn with writing.
01:01:33.840 --> 01:01:36.000
So LinkedIn writing, Facebook feed writing.
01:01:36.079 --> 01:01:36.239
Yeah.
01:01:36.400 --> 01:01:40.400
The other way on Instagram to do it is Instagram's a visual platform, video and photo.
01:01:40.559 --> 01:01:46.079
Well, you can make written posts in the feed on like a carousel.
01:01:46.159 --> 01:01:49.039
So you would do like one image, start the story, then the images.
01:01:49.119 --> 01:01:49.519
I read it.
01:01:49.760 --> 01:01:51.280
Camera guys, super easy.
01:01:51.679 --> 01:01:52.639
Super cheap, super easy.
01:01:52.719 --> 01:01:53.280
Yeah, camera.
01:01:53.519 --> 01:01:58.719
So we just went over this with my group where like there's different ways you could do photos with the picture with text over it.
01:01:58.880 --> 01:02:04.639
You could have video with just b-roll, which is like say it's just b-roll of you and I chatting chatting, and then there's some text over that.
01:02:04.719 --> 01:02:04.880
Yeah.
01:02:05.039 --> 01:02:06.159
With music, crushes.
01:02:06.559 --> 01:02:10.000
So there's so many ways to execute without you having to sit and talk to the camera.
01:02:10.239 --> 01:02:10.800
There's a way.
01:02:10.960 --> 01:02:13.360
I mean, yeah, just just do it, right?
01:02:13.440 --> 01:02:14.320
Just get get on.
01:02:14.400 --> 01:02:23.519
So Neil, there you have um different uh variations and levels of the masterminds that you're and the coaching groups that you do.
01:02:23.760 --> 01:02:39.199
Um which when you when you go this full like starting from the moment that you you know came to let me just get on video and changed your your business and mortgage to now you're helping people do this.
01:02:39.679 --> 01:02:44.079
Um how do people connect with you and get into one of these masterminds that you're doing?
01:02:44.239 --> 01:02:47.119
Yeah, I think the the first thing is just like come to an event.
01:02:47.199 --> 01:02:50.800
Uh, we do our big event every summer, it's called Forward in Vegas.
01:02:50.960 --> 01:02:54.400
We also do smaller, like niche events throughout the year.
01:02:54.480 --> 01:02:57.119
Uh, I'm speaking at like 20 to 30 different places throughout the year.
01:02:57.199 --> 01:03:01.199
So I always post on my Instagram if you're in the city, come come to the event, say hi.
01:03:01.440 --> 01:03:03.199
Um, so that's just the first step.
01:03:03.360 --> 01:03:08.079
But then we do have a program where we can help people just get started and you can just become a member of Forward.
01:03:08.320 --> 01:03:10.079
And that's our content accelerator group.
01:03:10.159 --> 01:03:11.920
And people can learn how to like make content.
01:03:12.000 --> 01:03:13.440
We do a bi-weekly call.
01:03:13.519 --> 01:03:15.199
There's scripts, there's ideas, frameworks.
01:03:15.280 --> 01:03:22.320
People that's where most people I think that's like the biggest put your foot if you're just looking at putting your toe in, that's where you start, right?
01:03:22.480 --> 01:03:23.679
Yeah, that's the best place to start.
01:03:23.760 --> 01:03:27.840
So um just go to my Instagram, you can you can uh get the link, it's right on my link in bio.
01:03:28.159 --> 01:03:29.519
You can also get like free information.
01:03:29.599 --> 01:03:39.440
I have a weekly email I send out, like there's all kinds of resources, but I think I think the main thing people need to realize is like, hey, you know, you and I like, yeah, we're doing this podcast.
01:03:39.599 --> 01:03:41.920
People might think, oh, this is easy for them to say.
01:03:42.000 --> 01:03:42.639
What about me?
01:03:42.719 --> 01:03:44.480
I'm not, I don't have time for this, do this.
01:03:44.719 --> 01:03:45.360
You'd be shocked.
01:03:45.440 --> 01:03:49.119
Like, I wish I I wish people knew how bad I sucked, you know.
01:03:49.280 --> 01:03:52.400
Like, I'll show people videos of how bad I suck at these things.
01:03:52.639 --> 01:03:56.639
Dude, I'm I'm worse than somebody watching or listening, and they're like, Well, yeah, it's easy for Neil.
01:03:56.960 --> 01:04:00.719
I'm like, no, dude, it's not easy, but I got over it, and you can too, you know.
01:04:00.800 --> 01:04:06.000
Like, think about um all the people I've been able to connect with, all the lives impacted, all the business success.
01:04:06.079 --> 01:04:08.719
Yeah, there's a you know, a lot of financial success along the way.
01:04:08.960 --> 01:04:16.000
But honestly, I get more fulfillment from uh forward stuff because it's like people coming up to you and saying, bro, you changed my business.
01:04:16.159 --> 01:04:19.679
Or I'm a much more confident person now because of what you said.
01:04:19.840 --> 01:04:26.400
Or, dude, on a personal level, people have told me, you saved my marriage, like all kinds of like not just business, but life, the whole thing.
01:04:26.800 --> 01:04:32.400
And it's all possible because, like you said, I have the courage to just push record, post the video.
01:04:33.039 --> 01:04:37.840
And uh, I just think like, hey, there's people I've connected with because of a single piece of content.
01:04:38.239 --> 01:04:40.639
And what would have happened if I didn't post that video?
01:04:41.039 --> 01:04:42.880
I wouldn't know that person, maybe, right?
01:04:43.039 --> 01:04:45.119
So you're just one piece of content away.
01:04:45.199 --> 01:04:47.840
I know it sounds cliche or cheesy, but it is so true.
01:04:48.000 --> 01:04:51.760
Somebody watched one video, then they triggered them going to watch other ones.
01:04:51.920 --> 01:04:54.800
Maybe it got served up in the algorithm, maybe it got forwarded to you.
01:04:55.039 --> 01:04:57.840
And most of the time, bro, it's a video that I thought was a dud.
01:04:58.000 --> 01:05:00.000
Yeah, like, oh, nobody's interested in that video.
01:05:00.559 --> 01:05:02.800
It's like, oh, that was the one that helped somebody.
01:05:02.880 --> 01:05:03.280
Yeah.
01:05:03.519 --> 01:05:09.760
And uh yeah, like you impact that one person, it leads to more, people share it, and then all of a sudden you have momentum.
01:05:09.840 --> 01:05:11.519
It's just something that compounds over time.
01:05:11.760 --> 01:05:12.639
Heck yeah, man.
01:05:12.880 --> 01:05:21.920
Well, look, if you guys um connect with Neil, you know, absolutely mention that you got this from this, you know, from the breakthrough podcast.
01:05:22.159 --> 01:05:29.199
Neil and I have been friends, you know, for five years now, and he's helped me with so many aspects of my business.
01:05:29.360 --> 01:05:43.679
You know, the way that I present information at a corporate level has been changed because I've been in a room with people like Sharon and people that you've been able to introduce us to that really change the way that I look at like how I podcast, how I produce content, how I connect with people.
01:05:43.840 --> 01:05:45.039
Um, so thank you.
01:05:45.119 --> 01:05:46.559
And and thank you for doing this.
01:05:46.639 --> 01:05:47.840
I know you're busy.
01:05:47.920 --> 01:05:49.760
Um, Neil's doing this today.
01:05:49.920 --> 01:05:54.079
Um, and we we put this together like a few, you know, a few days ago.
01:05:54.239 --> 01:05:57.119
Um, and you're doing a huge mastermind tomorrow.
01:05:57.280 --> 01:06:00.159
So the fact that you're giving me time today means a lot.
01:06:00.239 --> 01:06:00.800
So thank you.
01:06:00.880 --> 01:06:02.320
And we all appreciate it, man.
01:06:02.400 --> 01:06:04.320
So I can't wait to look forward to connecting.
01:06:04.400 --> 01:06:07.199
And then bro, proud of you for doing all the things you're doing in business.
01:06:07.280 --> 01:06:08.000
This is awesome to see.
01:06:08.079 --> 01:06:18.079
And just like you said, that was probably the biggest improvement I've seen is just the way you communicate video, content, uh, like meeting, speaking on stages.
01:06:18.320 --> 01:06:20.880
Just that in in and of itself is a huge win.
01:06:21.199 --> 01:06:21.679
Thank you, man.
01:06:21.760 --> 01:06:22.719
I appreciate that.
01:06:22.800 --> 01:06:23.519
Yeah, I appreciate it.
01:06:24.320 --> 01:06:24.880
Yeah, 100%.
