How to Build an Elite Personal Brand in 2026 - with Neel Dhingra bölümünün tam dökümü

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%.