How This Agent Closed Over 140 Deals from TikTok

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Go check it out right now, visit LOKestudy.com and download your free copy today. Hey, hey, hey, all right. Welcome to another episode of Mortgage Marketing Radio podcast. I am thrilled to be here once again and to have you listening. You know what an honor it is. I'm grateful and appreciative that you've tuned in. And I don't know how long you've tuned in, but let me know. How long have you been listening to this show? If you're new, if you've been around here, this is our sixth year of the podcast. We're an episode, I don't know, 230 something. Hey, we got a private Facebook group just for y'all listeners. So go to Facebook and type in Mortgage Marketing Radio, Radio Radio, Radio. The podcast and we're going to be doing lives in there. I'm going live, ask me anything where you get your questions answered. And so look for that to becoming soon. You got to be in the Facebook group, though, for you to get access. And I'd love to hear how long you've been listening to the show over at Facebook there. There you go. Okay, say one other thing. So the list, listen, let me just tell you straight up. The market's shifted. You know that. We've moved from a refined dominant market to a purchased dominant market. And you want more purchase business and you want likely more referrals from real estate agents, but the challenge is so do a lot of other loan officers. A lot of other loan officers have shifted and they're now going after the same agents you're going after. And it's challenging to get attention, to rise above the noise, to stand out, to get an agent to take your call, to call you back. What do you do? Therefore, you need a solution. And that's what we've provided for you is the my agent classes platform. Imagine a plug-in play, turn key educational platform that puts you front and center in your local market to attract agents every single month, like clockwork, to drive awareness, engagement and conversion to referral partners. That's what it does. You want to learn more? You go to mortgagemarketing.pro, everything's there for you to learn more. And if this is right for you, and I know it's not right for everybody, and that's okay. But if there were a better way for you to attract, capture and convert real estate agents and get referrals from them, I would be talking about it. So please go check out mortgagemarketing.pro and see if that's for you there. Okay. So my special guest this week, long time coming, been chasing this guy down for quite a long period of time, and this is how it goes with successful people. They're busy, by the way. And so persistence pays off. So who am I talking about? My special guest on this episode is Zachary Faust and Zachary has come on the scene in a big way in a lot of the spaces of real estate. He's a real estate agent in Delaware. And just to give you the quick little snapshot on him, he has amassed over 1.6 million followers on TikTok, over 45 followers on Instagram. In 2021, on TikTok alone, he sent and or received a combined total of 250 referrals to other real estate agents in Delaware and around the country. From that, I believe it's 143 transactions closed, just from those referrals just on TikTok. That's not all his business. And so I wanted to have Zachary here, number one, if you're a real estate agent listening to this, get ready to take notes, get ready to come back and play this again. If you're a mortgage loan professional, this is applicable to you and share this episode with an agent that you want to make an impact with because I can guarantee you what Zachary is sharing on this episode, what he is revealing about how he is generating quality leads, quality prospects through Google, paper, click, through TikTok, through Instagram, through social media, part of his strategy and plan and some of the tools and resources he shares on this podcast. This is your entree mortgage professional to add value to your real estate agents. So I'm excited to bring Zach to you. I know you're going to enjoy this interview as much as I have and I'd love to get your feedback on it. If you like this review a lot, hey, leave us a review. There should be a link in the show notes to everything we mentioned here today. Everything you hear Zach talk about, there'll be links in the show notes. If you'd go check out everything we've just mentioned and without further ado, let's get into this week's show. Zachary Foust. Yes, sir. My guy. You know what? We need you to do this for you. Right? The Talika crowd, we got going in the background. I love it. Okay, so this has been a long time coming because we're both super busy, but I appreciate you making time. Let's make the best of this for our listeners. Where do I start? I start with this. You are actually part of a presentation. You don't even know this yet. But I teach a lot of classes to real estate agents as do some of my loan officers around the country. And one of the classes we're teaching lately is the social media trends for 2022. And of course, we're mentioning TikTok in there. And I've got you on a slide in TikTok with a screenshot of your of your TikTok, you know, last great scrape I had at what 1.6 million followers when I last grabbed it. And dude, you told me, let's just get right after it. You told me a figure of back and forth last year, 2021 of the amount of referrals that were sent back and forth. Do you remember what that number was? Yeah, it's about 125 plus. Okay. So 125 referrals went back and forth. Of those, though, certain amount closed, right? Oh, yeah. A very large amount. Oh, geez. Now you're asking for old numbers. I have last. You want to tell me what you said was actually was 250 referrals back and forth and 140 closed. Oh, yeah. So the actual number ended up being 143 close. And I stopped telling people overall referrals. I just started telling people close. Yeah. Yeah. Exactly. So 125 plus is what I had on my presentation. It's the longest and then we recounted. It was 143 that actually made it to a closing table. Referral check sent out. Quite honestly, it's been amazing because a lot of those agents, agent relationships have led to one of the most beautiful things of all time is we now have agents that are joining off of other out of state agents, referral, family, friends, all that fun jazz. So we're now growing internally where we're having a lot more internal deals and it's almost insane. When you say joining, you're talking about loft realty? Yes. Yeah. We are a team within a brokerage, no individual agents. And we are with team and staff above about 27. We just hired on our last agent, so we're growing. So you've got people seeing your content, seeing what you're doing. And they're like, hey, I want part of that, whatever he's doing. Essentially, it can be a mixture of a bunch of things. It's not always me and most of what makes everything go at this point isn't me. It's the amazing vision and the amazing amount of work and the attention to detail that everybody on the team gives toward their actions. It's incredible because I know what it's like to work for someone else's vision and how the motivation is different. And so for all of us to just be interwoven and really chasing after the same thing is really incredible, honestly. So a lot of the people that end up really joining and sticking are the people who just fall in love with the chemistry, fall in love with the culture we've built. And that really has nothing to do with me. It has everything to do with them and just the reciprocation and it's amazing. Are you Justin Delaware? Right now, yeah, we are focusing Justin Delaware. I have agents asking me to expand into Jersey, PA and Maryland and Virginia because we have them. And they're getting their respiratory licenses and I'm like, can we hold it? I'm like, no, but it will take a certain amount of agents looking to make that move to afford what it would cost to have a broker do it. Or it'll just take a broker jumping on and saying, hey, I want to open your state. For right now, we're just focusing on Delaware. Sure. Yeah. And of course, you're dealing with the daily business of just managing what's in your backyard. Yes, there is there is the absolute madness of my life. Yes. Yeah, your life, the market, right? You're obviously a parent, I believe, right? Yes, absolutely. Absolutely. Absolutely. But still make time to be able to create amazing content and build up, you know, plus million followers on TikTok, 48,000 plus on Instagram. And I'm not like a numbers whore guy or whatever, it's like, it's not about that. But clearly that's respectable. People are following you for a reason. Thank you, man. What I'm curious about is of the 140, let's say, 143 back and forth over TikTok, how does that compare to or what percentage of this of that is local business, right, closed in your backyard? Oh, that's a great question. So we have a lot that come from military. I better myself deployed better and a lot of the stories that I tell on TikTok kind of revolve around that. It's usually military, department of correction or real estate. And then of course getting kicked out of plan of fitness is somewhere mixed in there, but which I'm now back at and do work out very, very quietly. I'm just headphones in, I just I use the water fountain. I don't even bring in a bottle anymore because part of me feels like I lose every time I walk in there. I'm like, they beat me. I'm back. I've succumbed to their demands. So I'm like, I don't even bring a bottle because I'm like, I feel if I walk in with this tiny ass little bottle, I don't even know the story. I heard some. What's the, do you want to go there or not? Do you want to? It's a longer story. It's on my TikTok. But basically I had a gallon water jug that I got from like Wawa, a local gas station. And they didn't like it. So I was like 10 minutes into my cardio guy comes over to say you got to get off and I'm like, no, I'm drinking. I, and this was COVID with tre, every other treadmill. So I just had it seated on the treadmill next to me, the little grippy part. So I was like, he's like, it could be a tripping hazard. And then I looked at the treadmill that no one was legally allowed to step on according to their rules and like, I was like, and then at one point he went to reach to grab it. And that's when I kind of like moved out. I was like, okay, dude, I was playing, don't touch my stuff. And so yeah. And then basically it came down to, they were going to call the police ride, the leave and they're left and then I made a video about it on TikTok. And then I got a call from like big plane of fitness. Seriously? Yeah. And I got a sponsorship from gallon, I got a sponsorship from gallon gear. They're up there too. Because gallon gear, so it may make stuff for gallon water jugs and they're like, we love this. That's awesome. It was cool. Oh my God. That's the absurdity of what that person did. We can go on about that. But going back to the military side of things, yeah, we get, we get military referrals. We had Louisiana, Germany, England, San Francisco, Alaska, all the way over. Delaware. Exactly. Yep. So we have a large military following already on TikTok. So we're just kind of thought of. So when they get the call, hey, you're going to Dover, Delaware and they're like, Delaware. Oh, I know that guy on TikTok. So those are cool too, because I have gotten to work. Getting in your radar, you know what I mean, military, you're using like, you know, tell me that's the secret man. What do you mean? Well, I mean, military, how do military are using, I'm taking hashtags or whatever. No, it's just the content, it's just my content, my genuine content, you know, figuring it out. Yeah, it's, but it's also about the content. It's not, I wouldn't say it's about the algorithm because you can know everything about the algorithm. Just because you know everything about the algorithms does not mean you're good at the algorithm. Like, like, I know a shit ton about golf a lot. I love golf. I know a lot. I could watch a match and I could tell by a set up if it's going to be a draw or fate or why that went higher, 100% put me on a golf course. No, we're 50, 50 most times, all right. So just because you know it doesn't mean you know what to do with it. So the big thing about the military side is I attracted the audience by putting out the content, not by shaping the algorithm to give me that audience. Now did I use hashtag military and hashtag army? Yeah, absolutely. But did I do that for every video? No, only the content I wanted them to see. And that's what people don't understand about hashtags is hashtags are built on short form video to help the content find the right audience, not to help your audience find the content. People think of it. It's like, oh, you press it and you see all the videos to use it. Yeah, that's one thing. But the more powerful thing is the automation behind. It is now going in and looking for, okay, you said hashtag basketball will seven other people that usually like hashtag basketball like this one too. So let's find seventy hundred others. And then you know, throw them in front of it. Oh, sixty hundred. You know, and that's how it works. And that's how they determine who needs to see your content. And then if you do four, five, six, seven, eight, nine military videos, really rock. Guess what? Next time you post anything, who are they most likely going to put you in front of? Which now means you have a better off the jump audience. You have a better quick start into the algorithm of a better chance of going viral. So yeah, I have a springboard now. Anytime I talk about military or department of corrections to go viral, I mean, yeah, art and science, you know, it's, it's exactly, exactly. I call it. That's a beautiful point because it's the art is what I love about it or what I'm good at. But the data and the algorithm is what I love. Hmm, interesting. I love you a deep dive though on the data. Oh, absolutely. I'm a nerd for I know way more about my data than I'll ever conceptually think about as I'm making a video. Well, that's good though that you're able to discern the two because and you know this very well. But I've heard other people say, you know, if you're trying to trick the algorithm, whatever a game it, you're not because ultimately the day it comes down to good quality content. There's a big difference between gaming the algorithm and gaining gaming psychology. Okay. I love to game psychology. Like I love 29 seconds through a video saying something so quickly, so off cuff and so like, whoa, what did he just say to make people think, okay, I'm going to go and check the comments real quick. Meanwhile, I know the video ends 35 seconds and I know I'm going to automatically probably get a rewatch because they're going to spend the last five to seven seconds. Looking in the comments to confirm what they heard is what they actually heard and then boom rewatch. There's like little stuff like that out game. I won't sit and think, well, if I make a four second video with a lot of text, they'll have to read it now because no one's going to like it. No one's going to comment on it. No one's going to share it. It's following you because it's also reading that stuff too. So if Tiktok sees, oh, huge 100% watch time, 110% watch time, zero followers, two likes, four hate comments. Yeah, we're probably not pushing that one so that you can't game it. Well, that's interesting. It makes me think of somebody who shall go nameless, but I know they get, they have the videos on Instagram. They get mad views on Instagram. They have videos on YouTube. I'm not going to say they're exact. It's kind of like that pillar content and they micro it down to Instagram. Sure. But they have like 10,000 subscribers on YouTube. Watch is like their watch volume is like so small, 100%. Oh, yeah. I mean, to be honest, with you, Loft Reels, he's the same exact way and it's the reason why we're launching a new YouTube channel. Now, I don't know how this particular person you're mentioning got their subscribers, but we got ours on accident. I got mine because I went viral on Tiktok so often that people would look me up, find our real estate page and honestly, it's kind of trashed our YouTube page because now the algorithms jacked up because the audience is all over the country and from all different age groups and stuff like that. So we're actually creating a new one because our ours is terrible. So I don't know how they went to acquire it, but subscribers does not mean watches anymore. It's subscribing is becoming is coming down in stock to coming close in my opinion to the follow. Like, it's getting there. It's still more valuable than a follow, but it's getting there and there's plenty of people who will watch YouTube and never subscribe to anything and they could be on it every single night, but it's so it's also something that's just not going to be a part of anybody for anything. Like, they don't care who they're watching, they're just they don't think to subscribe. They know that YouTube's algorithm is so good that the four to five things I always watch is always whenever you post something, it's going to be my recommended. So which means if they have lots of subscribers and they have a low view count either a their SEO sucks or be their content sucks or see all the above, well, what I'm hearing in this and I heard somebody say this as well the other day regarding screwing up YouTube specifically screwing up the algorithm in that, you know, what do you what are you teaching the algorithm to do? Right? To your point about YouTube is if you've got people coming from all over the country or or real. Exactly. It was a YouTube trainer in the real estate space I was watching. And he was like, don't share your YouTube videos to other agents in this and that and this because that's not what you want. You want the people in your backyard to be watching. Don't put it. I don't want it on Facebook. I want organic Facebook videos on Facebook. I don't want it on Instagram. I want not like a little link. Go check it out. I want organic Instagram on Instagram. Like, yes, you're going to slowly start cross populating as you grow. But if you're trying to push YouTube on Facebook, that's basically like selling a big Mac and Burger King. Yeah. Burger King ain't going to rock with it. So you're not going to get pushed on their algorithm. Do you think that the number one competitor for long form video for them, other than Netflix, you think posting a link on their platform, you think they're going to push it? No, you have no chance. That's why there's a Facebook video tab that's only organic Facebook video. All right. Let me ask you this then, seeing what's your take then on pushing your TikToks to Instagram and it's got the TikTok logo. Well, so a reason of recent, it's an issue of this. It was late December, early January, where they finally came out to the creators account and say, hey, look, we are now going to start limiting the view ability or the reach ability of your reals if other social media platforms logos are present, which, okay, TikTok. But I guess they're covering their tracks for Snapchat, Spotlight and all this different stuff. Exactly. So now, yes. And basically, the rule of thumb is it's going to go up to your following a certain percentage of it, but not all of it. And it has zero chance of being seen on public facing, um, reels at this point is don't do it. Yeah. 100%. Go to snapchick.com. It'll remove it. You just get the copy it in. It removes the codey data into the video and removes the logo. Um, the only issue you'll run into a snap tick is slightly alters the audio. It like, what's it, yeah, it's a little off by like 0.5. So I use an app called in shot to kind of extract the audio, rip it back a little bit. But that's getting a little bit more complex. As far as, as far as any, uh, people listening out there that want to repurpose, that's the easiest strategy. So do you, the speaking of strategy, that's what I wanted to ask you about. Do you have a strategy, meaning how you approach your content and distribution? Um, so I have a strategy toward, so I'll be very honest with you. At the time of us speaking, I'm on a bit of a content hiatus, um, not that I'm not posting content. I put out like 17 stories yesterday. It's not a part of my day to day game plan right now. And, and the reason being is because we're making a huge push on the machine. You asked, you know, what kind of systems and what kind of flows do I have? Well, I do have my flows and I do have my, you know, my pathways and normally follow my systems. But as of right now, I'm not pushing anything into the beginning of it. I'm just kind of letting it stall out while I work on the other stuff. Because there's different avenues to the business right now. We're doing a really large scale on our paid marketing. So I'm keeping deadly eye on that. We're launching new landing pages. We're generating seller and buyer leads more than 1300 a month last month. And trending upwards or hoping to hit 1500 this month for I say 20 agents, uh, uh, video staff. So there's other things to monitor other than just my own personal content. But what I would say, my bare minimum is I'm always reaching out. And that's why I think what people have with social media. So backwards is even on the days where I'm not going to put out content. It's still a bar none must has to happen that I'm interacting and engaging with people that I'm getting back to the M's that I'm reacting to people's stories. I'm going through liking stories. I'm liking people's posts, commenting, responding. I'm getting in there and I'm being social. And that's what they care much more about. So, um, that's kind of my 100% got to do structured system. Um, but yeah, for things like video checklist, I have those. I have systems like, okay, when this gets edited by this person that goes here, gets redistributed there, but it's a bit more on a team level than an individual agent level. Regarding to the ads, I didn't catch what you said. Did you say you're doing what's the focus of the ad? Is it first time home buyers? No, actually, so we have a few different campaigns. We have a Google ads paperclip campaign that's attracting buyers to our website for search and lead capture. We have a middle of funnel ads that are display ads on Google in YouTube ads that they see once they've interacted with something with the same system. Yep. We have the same systems set up on Facebook and Instagram to where if they have a certain amount of interaction, follow, like something, they're going to see that as well. Our pixel and our tag are intertwined. Which I think custom audiences then pretty much on Facebook. Yeah, the custom audience. Yeah, that's the only thing we use Facebook for. We do not go cold ever. It's the dumbest and if you are thinking, should I run a Facebook? No, if they are not coming from another source or I mean, you just have to understand you won't get leads. You can brand. Don't get me wrong. You can brand, but you should be branding to and no, I'm actually going to recant that you should still be remarketing. You should still be turning on the like the person seeing your branding video should be Facebook likers and friends of their likeers and friends of the likeers. Like it should be always just trying to grow stop trying to like patch here, patch there, patch here, patch here, like grow out. So Facebook and Instagram should always be remarketing. They should already have seen you interacted with you. You should have some proof they're interested or that they're interested in you if not homes like something. Don't just say zip code go. If you're going to go cold, you do lean more towards PPC. So that's not cold. Well, yeah, okay, fair enough. That's a middle of thought. They have to search the certain phrase. Then they presented 12 to 14 different options. They click, yeah, they don't know you as what I mean. Yeah, and for anyone wondering what PPC is, that's when you make a search and you click on something. Now, let me tell you why these are my favorite leads right now. And this is, this isn't my opinion. The best lead source right now data. All right, let's check this out. So a Zillow lead, right? What's a Zillow lead? Have to do and we, and we'll pay what? It's like 125 to 150 bucks for a Zillow lead somewhere in that range. Most areas. So they have to log on search Zillow area, okay? Zillow area, Zillow comes up, they click on Zillow, they go on to Zillow, they search on Zillow, then they get to a home, they click on the home, they want to throw on the home or they have to force registration, boom, lead. All right. And then, yeah, five steps, talk about PPC. So number one, and there's an extra step at the beginning, I'll explain why. Number one, they go to Google, they type in Zillow, Delaware. They're presented within with the option to click on Zillow and choose not to and instead are clicking on my ad. I count that as a third action. Because one of our number one PPC search criteria is Zillow, our area. We're running 141 of them, but that's one of our top performers. So when they go and click on that, they're then going to our site, they're shown homes immediately, they're then clicking on a home, they're then given the registration form. Because again, in Zillow, it's, hey, do you want to give us your info on my site? It's, give us your info. Give us your info or get out kind of. So again, I would say a little bit of a higher level of motivation because now it's like, hey, give us your info to show us your motivated to get out. So, so I'd say there's a little bit more motivation in these leads. You're requiring an opt-in to get access to view homes. And then we're reaching out to them. And right now the cost per lead, not cost per click, cost per lead all in is $9.68 a lead. With a similar amount of motivational triggers that had to be, that had to go through a Zillow versus a Zillow lead. It's a hundred and you see where I'm going there. So even if it is off a little bit, we're still, we're still talking 12x. And you got ISAs, I think you said on that as well. Yep, four of them. And plus you're doing probably the email, the text thing, all that jazz. Yeah, that we work through active campaign. I go a little bit outside of the real estate world. Frankly, real estate tech is a little bit outdated. So I went straight to active campaigns episode sponsored by followup boss. Oh, well, well, not a great one. You mentioned what I love. I'm actually going to be on followup boss podcast in April. If you're hearing this, I love followup boss. No, we, we use the tech I would shout out right now. If anyone's frustrated with real estate tech is followup boss, see Sue, my boy, Mack Hill just jumped over to see Sue. Love them. They're started for data tracking active campaign for emails, text, voice mail, so many automations. Zapier for digital glue. Lift off agent for a website. Incredible. I know there's agent image, all these other, but they're just the whole package and for a great price. I'm not sponsored by any of these people, by the way. And, but I would listen to offers. I'm trying to think of other tech that we use that I really, really like. Click funnels, I use them for all things landing pages. Canva for design. That's simple. Everyone uses canva. But every like just as a whole real estate tech is just good. It can be clear. Yeah, for sure. Hey, I got something new out of that. Thank you. I'm going to look up lift off agent because I get agents asked about, you know, most most agents websites are from the 80s. Dude, and here's the thing. The other thing that lies behind that evil is another evil. Because now there's so many sites out there that look at our sparkly shiny and the SEO and everything else behind it sucks and it's bad. And you can't customize shit. You can't, I don't know from a lot of the curse. Can't customize stuff. You can't, there's not a lot of good back end stuff. The automations are trash. The IDX isn't good. And specifically, I'm actually working on the back end with them on a product where we could actually build the ads campaign that's doing so well for us for people that work with lift off. So that's another thing too. So, um, yeah, I love them. They're, they're, they're my people. Love their energy. Are you or have you done anything with Google local service ads? Yes, and yes, we get about 30 to 25 to 30 leads a month. Okay, all right. And does it look to be saturated in your area? Oh, absolutely. There's 97 of them. But if you Google us, I mean, we may not come up initially because it's a consistent rotating roulette. When we are in the roulette, we tend to win. We're one of the top six rated profiles. And as actual profiles like teams, we're number one, actually in the entire state for teams. Yeah, there's a couple of individual agents and one brokerage brokerage bought theirs, a thousand percent. They buy all of a sudden got 200 within a month. And they're all from Spanish accounts. Yeah, a thousand percent. People don't think I keep an eye on their shit. I don't talk about it, but I keep an eye on it. And I know when you're winning and I know when you're pretending to win. I love this because I get that I get to check against you know, somebody who you who's real smart with data with social and like I get to vet out. What's real? What isn't? Oh, man, do you want to know why I got off clubhouse? Yeah, please. I have my own answer. I love to hear you. I can't. I want to tell you what's going on. No, she's kidding. So I rocked with clubhouse heavy. Yeah, I remember when it started. And and I hate, I hate to sit here and talk like I make, I like just because I made my own prediction true, but I did. Because when it started, like I, when I out, dude, I got on December of 2020. Yep. Like this thing just birthed in October and was only in the music industry. Just gotten to corporate world. Like early December, my boy Tim Macy in Texas said, Zach, here's your new social media platform. He said, I didn't know who to give this to, but I know you're going to actually do something with it. So here you go. And I did day two. I was in a room with Tai Lopez, Grant Cardone, Wiz Khalifa, and two chains. It had a it had 102 people in it. And I was invited on stage and I'm sitting here and I'm listening. And they're talking about real estate and two chains is a really big real estate investor. Wiz was talking, asking questions, ties of front for money laundering and grants of genius. So there's all these different things going on. And I'm sitting here and I'm like, it would cost 10 grand, 20 grand, just to be in a room for 20 minutes with one of you for whatever respective thing. And I'm just sitting here for free listening to you talk about like real stuff, like stuff that they don't normally share. Yeah, like I just talked with my CPA about this. Actually, they said it was this because the percentages move this way when it splits through an LLC as opposed to a S-Corp with a trust. Like, okay, Wiz, like, you know, like, so and then as it started getting into the real estate world, one thing I said I said this is going to get saturated. It's going to get saturated big time. They're going to keep inviting, keep inviting, keep inviting. And then it's not going to be high-level content anymore. And it's not. And there's so many people out there talking about every witch thing, especially about social media. It's so easy to be a guru on something that no one knows about. Because you can just say whatever you want. And that's what was happening a lot. And it's frustrating. So I didn't want to be lumped into that group. So I kind of I was on there today actually of all days. I haven't been on a while. I got invited to talk for about 15, 20 minutes and jump both. Interesting. They're still bringing together crowds and an audience. Yeah, it was like 72. I know Glenda Baker, German Hernandez, Ray Allen. I know they do really well, Matt Lamarish. They're consistently on there. They're always bringing value. They're always pushing. I love it. It's just for me. It's just personal choice. It's nothing against the app or the people on it. Yeah, for me, it's bandwidth, man. And it's just like, I don't know if there's a lot of time. There's a lot of time. I think that was a no-brainer. Like sit there and cove it and have a drink or something. You know, and do all that. Yeah, it's one of those things to keep one air pot in. You work on something else. Yeah, it's kind of like listen to a podcast, but a little bit different. Kind of interactive. Very interesting. So I'm trying to find your Google business profile. Loved Realty. Loved Realty. Oh, so- Loved Realty Delaware. Yeah, if you go to Loved Realty, Delaware, you'll see it. Yeah, I know I was just trying to do the individual name, but clearly you've got it tied to the brokerage. Okay. You're slacking on 462 reviews. Yeah, I know. We actually had 50 removed back in. What was it? I think it was November. They just went on a purge and they do that. They take on inactive Gmail accounts or people in this will happen all the time for everybody. It's super common. I don't know where the level is where they'll start to purge a little bit. But they'll make they'll see like, for example, maybe they made that account only to leave you a review. Like some people like they they'll make a Gmail account just to leave you their views are thankful, but then they'll never use the account ever again. And so that's kind of gets put into a pile of accounts that kind of get purged. So if their Gmail is not active, that's a red flag? Correct. Exactly. And so they'll eventually purge it. Or if it gets a lot of negative flags, like it's a fake review eventually, it gets put into the maybe purge pile. We've had one or two fake reviews get removed, which is dope. But who is somebody managing this for you? Somebody in the brokerage? Yes. Yeah, so I don't touch it. So I've been following Listen to Jason Pantana about Google, and I've talked to various people who own SEO agencies and stuff like that. And I'm like, you know, I'm the chief truth teller, damn it. And so I got to be telling truth. So do you have any insights into like this whole geotagging images and things like that? Or yeah, that's somebody else because there's there's some differences of opinion on what? On on whether you're not whether or not geotagging images makes a difference or not. Let's just take that. So here's here's my here's my side on it. Are we at there's 50% of my marketing works, 50% of my marketing doesn't and I'll never know which one it is. So there's certain things I do consistently knowing the results are moving the right direction. And some things are just going to get brought along for the ride. I don't have any physical evidence that showcases, hey, Google wants to know where the data is. Do I know that Google 100% shows images when I search Delaware that have geotags behind them that say Delaware? Absolutely. I know that's how that works. So do I think that also they could be using that same search criteria that they use for images in actual local search? Absolutely. And as crawlers are going out onto all of the known internet space and microcosms of a second to find the match that's going to best fit what that searcher put in based off locale, past search history, what they're searching for. Are they probably going to get every single piece of data they have access to, included uploaded photos? I believe so. So we do it. It's a very quick step for my VA. In fact, two times a month, he just takes everything he's going to post, throws it into the little bulk attacker on geo-imager, takes five minutes. Is that five minutes worth one extra search that leads to a deal in two years? Yeah, it's five minutes. So over the course of two years, maybe it's two hours. So one deal per two hours is a solid thing for a VA. So I am, our Google's trending well, our numbers keep going up. And to be honest with you, I was to point you in any direction on who to learn from, who to listen to and just exclusively listen to that person. It's Jason Pantana. He's my personal coach. And my Google My Business is just a Bible of exactly what he says to do. Are you getting calls off of your profile? More than I could even count, unfortunately. So our office phone rings about 11 to 12 times today from online search. Our ads for Google leads, we're having about 87 conversation today from our high SA team. And then we're getting two to three straight up just Google review calls to actual agents. So they're finding them in the law for real to reviews, looking up the agent specifically and then calling. And frankly, there may be some I don't even know about because they don't introduce themselves on the phone. Hi, my name is Greg and I was looking at law for real to and then I found your reviews. Now I want to call you some just say hi. I need a house. So there's definitely ones I don't know about. And that's just marketing. So do you see I'm curious if you know anybody's actually using the click to call button from the profile? Oh, on Google My Business. Yeah. On average, we're getting about 42 a month that actually use the button. The thing about the button is it obviously isn't used on desktop or tablet. It's only used on phone. And a lot of people actually will just click through to the website and eventually make a call through another platform. Google normally isn't the first place someone calls you from unless they have some prior relationship with you in real estate. It's like a pizza joint. You know, they're going to click on. If they're click on your profile, they're probably looking at reviews and posts. Oh, they have a Facebook. Let's go over to Facebook. Oh, here's their number. And then they click the number there. And you're going to log that in your CRM as they called from this. That's why don't even track it. Honestly, because it's it's not something that's going to make me think, ooh, and what would I do with that information anyway? Make the call button bigger. Well, you can't do that. So there's nothing to really do with that data, even if I had reliable one. But like I said, it's like low 40s a month usually. And I couldn't tell you who that's from. I got a stat here from the NAR that says 69% of home shoppers who take action on a brand website begin their search with a local term, i.e., right, Delaware homes for sale, that type of stuff. Yeah, Delaware homes for sale. I have 42 ad groups that are just constantly relearning. And I'm constantly going through new keywords to find new areas that are being searched for because here's one thing about Zillow Zillow's macro. I won't sit here and get nerdy on here. That's that's for me and my clients. But you know, when it comes down to Zillow, the way to beat him is being as micro as possible because they can't beat you where they can't see you. It's like the they're the big fat kid that can't see their own beat. Like we're operating at the ground level, we're operating at their feet. But there's a lot of things you can do to be very, very, very, very specific about your area that only certain people would even think to search. The Zillow's not thinking about. And yeah, that does, that's probably not applicable if you're Manhattan. But if you're in North Dakota, like one of my clients, tons of local stuff that people would search for, the Zillow has no clue exists. Are you sending any money to Zillow? No, not a dime. So I'm just kind of wanted to check where you're, you know, there's a lot of hate. I said not a dime. I don't want to lie. Actually, it's $89. I think that still gets into them just so we still have a remaining active profile. I think people like, but you're not a Zillow for it because of everything they're doing. To be honest with you, I'm the least political person you could find. All right. And when it comes down to it, if I can see in the next three to five years, I'm not looking at 10 to 15 because in 10 to 15 years, the CEO of Zillow could be found to have been linked to Epstein and the whole company could crumble tomorrow. So I don't care what their intentions are. If it's not going to affect me in the next three to five years, which it won't, they're not opening up a brokerage to take over real estate industry in the next three to five years. I mean, I've known they've opened a brokerage, but they're not affecting our day-to-day lives in the next three to five years regardless of whether I send them money. All right. If they can provide a lead at a heavy ROI, yeah, I'm giving them money. Absolutely, I would give them money. The reason I'm not giving them money is because I'm giving realtor.com money because they give out shared leads. And frankly, my systems beat everyone else's ass. So I'm happy sharing leads. They're getting three emails of voicemail and text before the other agents even woken up. And you're using active campaign mostly for that? Active campaign. We use some of the internal stuff like follow up boss, but most of it does go through. It gets zapped over to active campaign. And that's where the magic happens because that's built for big e-commerce sites. So it has every capability in the world. And I promise you, if you don't know how to build an action plan in a CRM, don't touch active campaign. Please, your mind will blow up. Did you ever do any of the videos like coffee shop and the local digital mayor stuff? Yeah, plenty. I think there's a great importance that. So let's end it up this way. I'm keeping an eye on the clock. I'm thinking of most of my listeners. Most of them are in the mortgage space. We've got some realtors that are coming over, but mostly mortgage loan professionals. They've got four minutes. Four minutes. So how would you tell them one to three things they could or should do to improve their personal brand and grow their business? That's such a broad question, man. We can do better than that, Jay. Sorry. Such a broad question. We need something tactically they can get away. Well, you know your audience better than I do. One thing they should do on Instagram next week. To do what? To accomplish what? Grow their following engagement and hopefully build some business. I want I would instead of building business. So here's one thing I'd rather them stop tracking all together. Stop waiting for the DMs to come. Stop tracking your likes. Stop tracking your views. Start just making content. Pretend no one's looking. Just make content. I would say the first thing to do and the thing you can do every day is make stories and make reels. You cannot go wrong with both. One has viral potential. One has only available for 24 hours. Who cares if sucks? It's a great place to practice. It's a great place to get people's gauge. I use it for tests all the time. I run I put videos on my stories and put votes and do different things. And they don't even know they're participating in social studies. They have no clue. I'm prepping for an ad campaign and I want to know what their thoughts are on this color versus that. Like and so I frame it as a game. Like there's so much information that can be gained. You can go on there and saying, are you thinking of selling your home and cashing out on all this amazing equity? Yes, absolutely. No, but thinking about it. Great. Whichever one you pick, I'm going to DM you. So like there's a million different ways to skin the cat, but you got to get out there and do it. And Instagram is a great place to post content, create content and host a community and really be social. That's where TikTok kind of lacks the ability to be social. Their DMing platform sucks, commenting notifications are glitchy. Facebook's good for it, but kind of getting outdated. So Instagram is a great middle ground right now. And it's a great place to learn. And frankly, if you only got 48 followers, good, no one's going to see your trashy content. So you get it right. Just start doing it. Steph Curry has to put up hundreds of threes a day to be able to shoot the way he shoots. He wasn't just born that way. You know, the only way to get better at something is to do it. Owning a treadmill doesn't make you a good runner. All right. Absolutely. Love it. That was that that was a nothing but net three pointer. Ready to go out. We're going to put the links in the show notes to all the different places. The TikTok, the Instagram Zachary dot loft. If you want to follow them right now, dude, can't thank you enough so much. I know you're super busy. I appreciate you, tons, man. My guy, I appreciate you. And we'll 100% do something like this again. All right. For sure. I'm sure I'll see you at an event in the near future. I know you got to jump. Thanks a lot. Everybody. Thanks for tuning in. We'll see you on the next one. Bye. Appreciate you. Hey, thanks for tuning into this episode of The Mortgage Marketing Radio Podcast. I hope you enjoyed it. And remember if you like this episode, please leave us a review that helps us reach more people and bring more good value and content to you, our listeners. And then don't forget if you are a loan officer who wants more agent referrals in less time, be sure to check out the mortgage marketing pro membership at mortgagemarketing.pro and learn more about our turnkey system of agent classes that puts you front and center of your local real estate agents, attracting agents instead of chasing them and getting agent referrals like clockwork every single month, just like Kerry Cobb, who her first year in the business with closing over 75 loans, achieved 40% of those 75 loans exclusively from agent classes. And if you want to learn how she did it, now you can do it too. Once again, go to mortgage marketing up pro and I'll see you over there. Thanks for listening. Bye for now. Hey guys, what's up real quick? You've heard about the mortgage marketing pro membership before. And I just want to quickly remind you if that you're in a place in your business where you simply need more purchase loans, you need to fill your pipeline with purchase business. Let's just face it, agents are still a solid pillar of business and sources of purchase for you. Well, good news. Our mortgage marketing pro membership helps loan officers like you close more loans without the hassle of chasing agents or cold calling. Done for you agent classes, expert training videos, a marketing automation platform that automates the entire process for you, everything you need to build your personal brand in your local market, attracting convert agents into referral partners. Plus done for you proven marketing materials and plug and play content to make promoting your class, getting agents, butts and seats, partnering with affiliates, real easy, but that's not all. You'll also get access to our weekly mastermind calls with top elbows, authors, speakers and coaches to learn the best strategies to grow your business right now in today's market. And as an extra bonus for limited time, for all new members, you'll get access to a database of 200 agents in your local market that have closed anywhere to from eight to 50 transactions in the last 12 months. And we'll provide that list upload into our platform for you so you can get off to a fast start in reaching actually productive agents. So what are you waiting for? You can check out more at mortgagemarketing.pro, see more of the success stories there. And if you feel compelled to do so, book a call, we'll have a chat. We'll see if it's a fit. Don't miss out on this opportunity to take your mortgage business to the next level right now. Head over to mortgagemarketing.pro.