Unleashing YouTube Success for Mortgage & Real Estate Professionals

Hey, what's up, everybody? Welcome to the mortgage market radio podcast. Glad you're tuning in. Hey, by the way, are you enjoying our new intro music? I hope you like it. It's created by my son, Jackson. What's up, Jackson? That's cool vibe, right? So, hey, if you're doing a podcast and you want a music intro outro, let me know DM me because I know where to get one. So before we get into this week's episode, I want to, of course, bring you another success story from the streets featuring one of our my Asian class members. Shout out again to one of our most active, consistent members, Carmella, who recently posted in our private Facebook group that she just hosted our class called master, the market. And she partnered up with a local realtor and put on this class 20 people registered, but get this 32 showed up. What? More than registered showed up, that's right. It's amazing what happens when you put good information out there, team up with other partners that can help you collaborate, create a personal brand for yourself that attracts and not chases. People want to do business with you. People start talking just like Carmella. Carmella goes on to say that the experience in this class, meaning the collective experience of the agents in the room, equal to 100 years experience in real estate. Now, be careful. Don't hear that and think, oh, that's just a bunch of old people. I would actually ask you to characterize the people who attended that class as experienced. So isn't that part of the goal to get in front of agents who are actually have some tenure, have some business, have some experience and some maturity because those are the ones you want to attach your wagon to right in most cases. So shout out to you, Carmella, for you get the consistency award and just an amazing job. And again, whenever I present these success stories, hopefully you're causing and asking yourself, by what means would you get in front of 20 or 30 real estate agents? How would you do that? Would you do it by cold calling? Would you do it by social media? I mean physically in person, get in front of real estate agents and position yourself not as a solicitor and vendor, but as a partner and appear. Therefore, increasing trust, reducing resistance, accelerating the conversations that lead to referrals. Folks, that's what we do at mind and classes. Maybe it's for you. Here's how you learn more. Go to mortgagemarketing.pro. What could call with me? I'll show you the whole platform. We'll dig into your business a little bit. We'll see if it's the right fit for you. We'll share some of our success stories. Mortgagemarketing.pro. That's how you can check it out. Okay, my special guest for this week is Sean Kennell. Sean Kennell is a YouTuber international speaker and coach that helps you and me entrepreneurs build your influence and income with online video. Sean's YouTube channels have over one million subscribers. His videos have been viewed over 100 million times and he's been featured in the 20 must watch YouTube channels that will change your business by Forbes magazine. Sean lives part time in the same city and area that I do of Vegas. And we sat down recently at his studio and we unpacked some amazing ideas, concept strategies to help you succeed if you are planning on going all in on YouTube. And I will say and Sean agreed with me that YouTube, right? If you look at all the different places to have your content, Instagram, etc. YouTube is harder. YouTube requires more work. YouTube requires more intentionality. Remember YouTube is a search engine. So if your goal is to continue to diversify and be more consumer direct to attract some of that consumer direct business and you want to attract and build your own leads and you are open to the fact that you are now a personal brand and want to create video, right? Purpose driven video, intentional video that people can search and find. Well, then this episode might be great for you because Sean really just gives us a crash course clinic on basically bottom line how to succeed on YouTube. So I think you're going to really enjoy this episode. You might want to listen to it twice. And if you are a mortgage professional listening to this and you got a real estate agent who is trying to grow their YouTube or you just want to pour into your real estate agents and say, Hey, I came across this podcast interview. It's all about YouTube. It's relevant for real estate agents as well. Feel free to share that with them. Make sure you also check out some of the links in the show notes for Sean's book, Sean's podcast and some free courses. He's gotten things like that. So without further ado, let's get into this week's show. Sean, welcome to the show. Thank you so much for having me fired up to be hanging out with you. Thank you so much, really. I'm really pleased that we have the opportunity to do this. It's about what three plus months in the making. So I have to say I've got to be totally transparent to say when I do interviews and I've done now over 300 of them, sometimes I get a little bit nervous before the interview. And this is one of those. And the reason why is because I've been following you for quite a while. I think I told you before I was at your very first, influence video influencer grow event over the Red Rock here in Vegas. And like whenever I have an opportunity to meet somebody who is I think doing an amazing job out there, I want to make sure I'm doing a really good job on the time we've got together. So I'm grateful for that opportunity. Well, I appreciate the kind of words so much, but you know, I'm pumped to just relax and as much value as possible. All right, let's relax. Let's get into it. First of all, author, co-author of YouTube secrets. One of the things I wanted to highlight in this book is I was going through this last night and preparing for this is I wanted to start with this right here, which is and I think the reason why is because I think this is one of the areas of challenge for most people. You talk about the three P's in this book, which is passion, proficiency, and profit. And I wanted to perhaps open up with that because, you know, obviously you've talked a lot of people about succeeding on YouTube, but this is often I find the wall that they need to get over. So maybe you'd want to unpack that to start. Yeah, I think one of the things that people struggle with is finding man, is YouTube too crowded? Am I going to be able to stand out? How do I find my thing? How do I make myself different? And also, how do I find my path of not just views? Because that could just be a vanity metric. How do I find my path of actual impact, my greatest impact, greatest income? And so the three P's are like a stacking formula to say, okay, what should my YouTube channel really be about? Now, maybe your community is clear. They want to get transactions and, you know, refinances and attract local business or international business and exchange leads. Maybe it's clear what you want to do, but there's so much opportunity on YouTube at the intersection of the three P's. Number one, what am I passionate about? You could ask you could write down like five to ten things you're passionate about, brainstorm like a mind map, and I might write down snowboarding, guitar, video, marketing, business. But then you need to run it through with as little emotion as possible or no emotion, the proficiency test next. Okay, out of those things, which ones am I most proficient at? Now, one of the things that holds people back is they're like, well, I'm not an expert. But if you are just one or two or three steps ahead of others, you can help them. So which one do you have the most proficiency at? So, like, I'm a pretty good snowboarder, but like, I'm not doing any big tricks or whatever. I'm not, you know, I'm not an expert in snow or whatever. I kind of played guitar, but I'm not graded guitar, nor would I probably be able to teach it. Then I was like, video, okay, I've been doing video for 20 years, 16 now. There's a proficiency in an experience. What are you curious about? What do you love to research? What keeps you fascinated? That'd be the proficiency. But then the final test is profit. And that would actually be asking which one has the most financial sense? Which one out of my list now has the most practical path to having a sustainable business reaching your goals? Because we should start with the end in mind. What is it we're trying to achieve? What are we trying to build? And in geeky business terms, I could also be like the tam. What's the total addressable market of these things? Is it going to be growing or shrinking? If I wrote down on the list that I'm passionate about printers or rather Xerox machines when those started to go away and it was more about facts than it was all digital, you don't really want to be going into an industry that's maybe shrinking. And so the superpower is to then overlap passion, proficiency and profit. And this could also give you clarity on launching a new business. I mean, you could use these three piece for anything. Where's that sweet spot? And that's going to be your place of greatest strength on YouTube. And so for some listening to this, again, you have like that direct business result you want to get. But I think people are underestimating the opportunity for them to take maybe a hobby or a passion, something else they've wanted to do. Maybe you've wanted to be a speaker. You're into personal development. You're in the health. You're into biohacking. You're into crypto or something. You might start a side hustle, meaning your YouTube channel is kind of a personal brand or a separate business you build. And when you start understanding how much money there is in the creator economy and how much opportunity there is to launch maybe something new, this could be a re-advention for somebody listening to this at the intersection of passion, proficiency and profit. Yeah, that's an interesting segue into so one of my friends that I've got brought up here on the YouTube channel is Kyle Seagraves. And he has a channel called Win the House You Love. And interviewed Kyle a couple of years ago. And so he's not crushing it, right? In terms of like comparing to someone like yourself, right? With two plus million subs, a hundred million views. He's got 165,000 subscribers, only 388 videos. Me make it a disclaimer though. I pulled up his channel on my phone. Yeah, crushing it is such a relative term, right? Especially because you need to assess each niche topic category based on competitors in that same niche as opposed to something else. Because the broad appeal of affordable home loans that will match your budget, like people going after home loans versus big tech like MKBHD talking about iPhones and Samsung galaxies, who's that relevant to the entire world? Exactly. And you go even bigger, maybe celebrity or trending culture or you go Mr. B style entertainment content. Of course, do respect is to all these larger channels. But I think the bigger question is like, what's the largest mortgage kind of loan education channel that is going to give you a greater clarity and accuracy of how well you're doing? So I would actually, I mean, with 165,000, he's probably close to the top actually of the low industry, the addressable audience. Yeah, as far as people get better, going to be subscribing to channels of that information. I think we were just talking about real estate in general on a more macro level. I asked somebody else who's like, how do I get to a million subscribers? I said, who's even Adam million subscribers? Chris Crohn's almost there. Grant is much larger, but he also is much broader, marketing, sales, not just real estate. And they're like, oh, bigger pockets. And you're like, okay, well, that's 10 years in a team. Right. So it's a good point though, but there's nobody with 10 million. Right. Nobody with five. So you so crushing it, I think, is very important to measure based on the right metrics, maybe comparing to examples in your niche. And then of course, being inspired because what's possible, you can very well become maybe the number one, the top one percent, top five percent by learning from adjacent industries and trending YouTube videos and perhaps crafting something that punches above your total addressable market. Yeah, I think I'd like to maybe double click on figuring out your content, niche or focus, right? Because, I mean, let's just say, so let's take my audience, mostly mortgage originators, mortgage professionals Kyle here as one of our examples. And finance, you know, seems boring, right? I mean, mortgage rates, right? All that, not very exciting, not very sexy, no cool equipment or phones to show off. But it's funny, as I was looking at who appears to be successful and by appears to be successful, I actually know from interviewing a couple of people who will probably use his examples is I know what's what they're generating for business from their YouTube channel. And it's wildly successful. You know, so you don't need to your point, like millions of subscribers. But I think part of, again, let's go back to that, you know, the passion and identifying how you're going to show up. How important or how relevant is production value, production quality, because case in point, if you look at Kyle's examples, he does a lot of teaching to screen. And it's not just the talking head to the camera. It's, he's got the side view with the, with the iPad and, you know, the whole visual elements that go with that. So how much of that do you think plays into building that subscriber base, getting people to come back, engagement, view watch, you know, view time, all that stuff? Well, Kyle's videos look beautiful. But he's the most recent one. He's got that depth of field, nice background behind them, probably a nice focal length on the lens he's using that gives his proportions. He's got the great mic audio sounding good. And then writing on the iPad with a split screen, what he's doing is incredibly crispy. And, and so I think there's a couple things that want people to hear. Number one, it would be incredibly discouraging, probably first and foremost to think about. I already don't understand tech. I'm overwhelmed by it. I wouldn't even know where to start. Let alone how to set it up. Or maybe I don't have the budget to spend one to $10,000 on getting gear to set all this up. I think it would be an excuse that I don't accept for someone to say they can't get started because of technology. I think it's about the content value, not the production value. And if somebody, everybody listening to this already meets with clients on Zoom, has a webcam. Perhaps could get a USB mic. For $100, you could get a $30 USB mic off Amazon with a boom arm kind of similar to this. You could get actually a $40 $50 webcam by anchor, which is 2K resolution, slightly bigger than 1080p. You could get a light source for another 50 bucks. So let's say for $150, you could create a teaching setup at your desk. You could clean up the space behind you at your home office, your main office. If it's really messy back there and even that's an excuse, you could get like a curtain or you could get kind of like those folding wardrobe doors. Everything is figure outable and solvable. You can level up. You can be more pro. You can turn pro. You can take this seriously and you don't need a huge budget to do it. It's really going to be more about the strategy and then the value you add. Because the question we're asking is, are you solving problems for people that are confused? Are you bringing clarity where people are uncertain about which loan product they might qualify for? Are you bringing good research information? Are you spending 5, 10, 15, 20 hours in research and then distilling that down into 5 and 10 minutes? That's the value. People can, people can tell when people are faking it and they can tell when people did their work. They can say, wow, I don't have to read financial articles for 20 hours. You just distilled that down into 8 minutes. There's a personal finance YouTuber named Graham Stefan. Another one, both here in Vegas, Andre Jic, who are kind of renowned for that. They'll put 10, 20, 30, 35, 38 hours of reading about it all and the consolidation of all the different experts and information and articles and some articles they pay for, some financial resources that you subscribe to for 200 bucks a year or whatever. They distilled all this information down into bite-sized, digestible, 8 minutes, 9 minutes, 12 minutes, well edited. Sure, there's some of the production value, but what's the value there? You're saving me time. Yeah. The world's busy. You're helping me. So everybody listening to this has zero excuses for getting started and figuring out a way to start creating content. That was a long road around the mountain to get to my answer, though, of what Kyle's doing. I think the power, though, of improving your production value is human beings have always remained the same. We do judge books by their cover. And if we're going to trust people with big money in a couple hundred grand or a million dollars, you know, when it comes to alone or purchasing a house, that's there's a reason why agents and loan officers try to dress nice or dress professional. I mean, again, it's just like, am I going to trust this guy? I know things in culture today is a little bit more relaxed and the vibe is a little bit different. But if you roll out of bed and you're pajamas and you got holes in your shirt and you haven't really shaved and you're like, you meet with a client in person, they'll be like, this is a little concerned, even on Zoom. They're like, okay, well, I have to trust you to be a professional. And so when I see Kyle, I would say it's not just conscious, but even unconscious. Production value is an accelerator of trust, whether you deserve it or not. Yeah. And the other thing you alluded to in there with your example with Graham is preparation is also, in my mind, production value, right? Because to your point, it's like, if you show up prepared and you've got all the, it's obviously if you've prepared with the quality and breadth and depth of your understanding of the information you're trying to share. And I guess going back to, as I'm thinking of like, how do I better serve my audience who are like struggling or want to get on YouTube and succeed? I think that's also a barrier for people is, oh my gosh, you know, I've got a really, really prepared this video and it might take three hours, six hours, 10 hours. And I think also probably, you know, if I was being totally honest as well, like for me, that's a little bit of a stumbling block too. Like to think like, oh my gosh, I need to, this is, I think the, the world we're living in. Here I am. Here's what I can do. Just grab a phone and go, which is probably, you tell me, more acceptable, like on Instagram with reels and things like that versus YouTube's, let's put it this way, YouTube's to me, forgive the simplification, but seems to be a lot more work. Is that accurate? Oh, totally is more work. That's why there's also a lot of opportunity because opportunity is missed by most people because it's trusted overalls and it looks like we're right. And so a lot of people are going to go for the quick views that reels will give you, that Instagram reels, Facebook reels, even TikTok. And by all means, if you're also posting vertical video on Instagram, it's starting conversations and deals are happening in your DMs and you're saying, well, I don't want to do the work. Instagram's working good enough for me. Well, then good. Then you do whatever you want. You're listening to this and that's working. But then let's look at the alternative side. I don't have enough leads, business transactions happening right now. Let's look at the slowdown that could continue. There's always going to be people thriving in any economy in any rate situation and in any environment. But the bottom 50, the bottom 60, 70, 80% of officers might get wiped out. How do you become anti-fragile and protect yourself, build a personal brand, commit to online video. And maybe Instagram's good enough today. But algorithm change change change all the time. Maybe you're investing in YouTube, but you don't see a lot of fruit there for a while. But then it's a year and a half from now and things flip back. Fortunately, always favors the bold and the action takers and those that are positioning themselves and are planting the seeds today for the harvest they want to reap tomorrow. And so I think that on YouTube, what you also broke down, I feel the tension. So meaning you're already super busy. All you have is a phone. You're saying is that good enough to kind of just maybe I would encourage everybody listening to this. You know a lot more without research. You know enough because I hope you do or else you suck at your job because you know what's happening on your team. You should be at least two steps ahead of your consumers. You should know what's happening right now. You'd be able to give some thoughtful advice or context because that's what you're already doing. And if you so so the tension is I absolutely would encourage people to start just with their phone with vertical video and that will be fine for YouTube on YouTube shorts. Because it's better than nothing. And the opportunity to just film 60 seconds or less really easily add captions. I also think that's a good practice because it forces you to practice by committing to do that say daily just like hey quick thought of the day tip of the day update of the day market update of the day here's a recap of what you know just happen with the Fed. Doing that builds the muscle to prepare you for who you need to be tomorrow for all the business that's going to be coming your way and for the media company that you're building in the midst of all this on the flip side. I get there's a big golf between Graham Stefan passive income lots of money coming in. It's his main focus so he can research for 40 you know like I don't even have the 40 hours the thing is it's up to you to be the architect to manage the middle between wherever you are and getting more time because when you start making all-time content researched 20 30 40 hours now you're rewarded and you edit it well with 100 thousand 200 thousand 450 thousand views and I think what everybody listening to this needs to envision is what happens on the other side of that. Could you find the time if we five x to your business could we could you find the time if we ten extra business if it was no problem for you to afford someone to sit down and film with you and then an editor and to build a side team a media company that basically markets and promotes kind of your main company if you will. It's your job as an enterprising entrepreneur an entrepreneur to close that gap of course it's going to be hard and of course I mean I'm a CEO founder of our company team of about 30 dude I got a ton to do like I'm and I don't even and I don't even want to do it like I'm actually started as a creator the e-meth revisited book right I'm a technician that loved creating content I didn't love editing videos and so that's delicate but I still I can't outsource my research my networking my relationships my attending events my absorption of what's relevant of my continuous cultivation of mastery of my sharpening of the saw to develop my expertise I can't outsource any of that and my day to day might mean meetings hiring interviewing firing culture writing our vision document right now figuring different things as we get prepared for our all team meeting a lot of like just day to day op stuff so I'm putting my AirPods in and getting in my pushing my tuli double jogger with my three-year old and my one-year-old boy and going on a walk every morning and every night and listening to podcasts or an online course or an audio book after hours I might have to grout you know 40-50 hours of operating my business and not making content as whereas that sounds when I'm a full-time content creator because I'm ultimately doing these other responsibilities so I could sit here and complain about it or I could suck it up buttercup and get to work and find the time like after you put the kids down and spend some time with your wife put in an extra hour or two of study and that's going to show up especially it's going to show up over the long haul because everything we just described is the extra mile that ninety five percent of people don't want to walk down that's where all the all the opportunity is well it's funny how you know when before we started recording I you know you and I had talked about this book right here on the table do the work and the whole concept of do the work is the resistance and breaking through the resistance and we're all going to face that resistance right which kind of makes me curious about another thing you talk about is intent and I've heard you talk about that with starting a YouTube channel and um maybe let's unpack that a little bit before you answer that though let me kind of bring it back dotted line to Kyle because to to what you said earlier which is like you know you don't know what the future is going to bring this is kind of related to intent but I know in Kyle's case specifically you know he started out creating right wasn't sure what was going to happen um so he just creates and he's serving he's showing up to serve and he's taking his his unique uh superpower if you will which was to take complex ideas of like financing and mortgage and all the different FHA you name a lot of people have questions and confusion about that so what he does is does a great job of teaching that right now not not everybody can do a great job with that but everybody has I think their own unique you know call it super power whatever you want in terms of how they're going to show up and add value to the community Kyle's case it gets so successful for him in terms of leads and inquiries and people wanting to finance he can't even handle the volume anymore now what he's built is this national lead distribution platform that people come to him and he has all the online forms and all that kind of jazz right of like you know fill out do the next step and now he's just like basically um has a whole separate uh business and income tied to just giving people qualified leads makes total sense and of course the power of YouTube if you start speaking to say the United States exactly that a lot of opportunity that'll happen outside of your state lines and uh it's very cool a lot so many different ways to monetize right and even more so because you could spin off into um building a personal brand and maybe writing a book or doing an event or starting to educate or or broadening the personal finance because probably most people listening to this are I think they underestimate their own genius yeah because the financial ignorance of the average person the average American is so staggering yes and you again you might say well there's already a lot of personal finance channels yeah there's also a lot of ignorance like and and your vibe attracts your tribe like your style or maybe the way you niche down and and your different philosophy there's a there's a thousand different philosophies and how do you know how to approach it so so anyways yeah like um it of course it when you're when you're stuck in it or you have it bend down this road you can't see how much opportunity is on the other side right on the horizon um I think part of it is oh leap of faith to say there's enough data and there's enough examples and there's this podcast that you're listening to right now and there's many other case studies that I could see so waiting for me on the other side of doing the work and gaining the skills is untold opportunities and it might I almost promise you it'll probably look different than you think sure a couple leads and some other things but you have no idea the other types of doors that will open on the other side of really taking content creation and YouTube seriously interesting all right so I think that's a good part one for we talked about when I like to characterize as like the art and science of YouTube all right so there's the art there's the kind of the passion the intent like what are you good at um and that's a process uh as you know you've got to you know kind of figure out and find your voice I think over time um but if you if we could let's get technical for a minute because I'm sure as you well know people ask you a lot of technical questions about YouTube one of them I got to give a shout out to to uh one of my favorite people Liz LaFour San Diego what's up Liz um she asked a question about the algorithm how I don't know I always like to like I'm gonna ask questions about the algorithm like do you ever get tired of these types of questions right actually I think I love these questions the algorithm is hard to explain so I try to make complex things simple we'll see how it goes okay cool her question was how long uh what's the time right that the algorithm takes to arrive at identifying what it likes so here's how youtube works youtube is not trying to find it's not trying to find viewers for your videos the algorithm is trying to find videos that will satisfy viewers on the platform so what youtube is doing is how videos are suggested is a combination of the performance of the video itself if people click on the title thumbnail they click on it and then how long they watch it and users previous search history and behavior and their current behavior on the platform as we add these things up it might start turning out some light bulbs another way to think about the algorithm is is to answer this question what's on your homepage when you open up youtube on your at phone on your computer what are we gonna see on your homepage when we open up your boyfriend or your girlfriend's youtube what are we gonna stand there homepage it's probably something sketchy someone's listening to this like I don't know because what is what is the homepage now if you go to an Airbnb and you open up a smart TV and it's not even logged in what's on the homepage it's the last types of stuff that that person was watching right that search history that's that's the that's the viewer raising their hand and this is why it's not just about random videos of cats or ran unless that's what people are clicking on a watching or just the biggest creators or the most entertaining stuff weird obscure niche hobbies topics fitness things diets music is all over the platform and so what youtube is trying to to do is to sell K based on our assessment of different types of viewers what is their watch history what kind of contact do they ex consume and then what it wants to do is recommend and get videos in front of them that have also been proven to be clicked on and watched with with a good click through rate and average view duration and be put in front of those audiences before we go on what's on your homepage you will look well well yeah you could yeah well I know I already know so what's on my homepage quite honestly especially recently is a lot of music related stuff yeah and then probably I'm following other influencers and things like that yeah so music like from an entertainment standpoint like listening to music videos no more so watching live like concert you know films and streams things like like lately the sphere you two things like that yeah okay sphere you to yeah and you're probably getting a lot of Las Vegas fear stuff and recommended that you clicked on some Las Vegas fear stuff okay so that right there is exactly why when someone is also beginning to understand total addressable markets or understanding niches that travel channels on youtube even the ability to you could gather a bunch of sphere photos a bunch of people's other b-roll about the sphere you could do a very educated video about the history the budget what it took to build all that kind of stuff you could assemble a video just sitting at your home with a USB microphone and a laptop and really tap into something right there what we just discovered is that what then that video starts getting recommended to you somebody who've never followed before shows up on your homepage this is the idea of like how long does the algorithm take to recommend your video is is only one question of a cluster of questions of are we crafting content that's going to leverage the youtube algorithm and the good news is this is why actually competition is a good thing so people are afraid of competition no competition is a good thing because if there's other people producing education about different types of loans if there's other people creating recaps and tips about the best seating at the Las Vegas fear and review of the YouTube concert so you can buy tickets if other people are talking about bulletproof coffee and biohacking they follow Dave Aspery like you start a channel about maybe alternative medicine health food diet and you start making good videos those videos get sucked into these clusters of sub cultures in a way people that are passionate about a certain thing watch a certain thing and that's a huge opportunity for you so youtube's actually incredibly generous the next thing to master then is a great title great thumbnail and content that holds people's attention that really is answering a question they care about intent that they care about and the interesting part about that long road around the mountain to get back to answering the question of how long's it take it videos can potentially take off in a matter of hours or one day but they also can take off and as many as 150 400 days six months later because what youtube is always testing and what it does is when a video gets impressions that's this idea of youtube will test your video with a small group of people maybe a few of your subscribers and it'll test it with with a no group of people that nobody if youtube doesn't understand what the video is about this is why your title your content your clarity it's a strong topic that your video just died but what it'll do if you title it a certain way and it's a decent video it'll test it with a few people and when an impression is we got really geeky here but as we land the plan in this section when an impression is right is just the opportunity to click you see it on your homepage you see it next to the video you're watching you see it underneath on mobile and you see it if you scroll over it all it is is an impression but if the thumbnail is good the title is good and someone clicks through and then they don't need only just click they keep watching then youtube says and oh and this is would be the final thought if people like other people like this person have enjoyed this video and when we recommend this video to people like this person and we have a whole ever growing group of people that seem to kind of be like this person a lot of overlapping circles but other people that are like this person it continues to be clicked on and watched for five minutes six minutes eight minutes on average so we keep showing it to more and more people and that's where virality is practical for brand new criteria creators because if you make the right video with the right topic at the right time with the right title the right thumbnail and good content then it can be you could have zero subscribers or 100 subscribers and that video could spread across youtube one of the only limiting factors all other things being equal is how much broad appeal does it have right because at some point you're going to tap out most of us won't even come close to this because there's markets are pretty big in terms of say finance or even loans but but at some point you're not going to get a hundred million views like mr. beast on something purely entertaining that everyone wants to see of all these different cruise ships compared yes everybody wants to travel and be on a cruise ship whereas if it's something in finance or whatnot you you pull 100,000 views 200,000 views 500,000 views that's we'll use the term vfm viral for me it's actually defining viral not by viral on the platform it's defining viral by like your niche viral for you might be 33,000 views because if you get those kind of views on some obscure you know two one by down you know something you know your terms that'd be crazy that yeah so doing the best and so yeah I mean that was if if it that might be worth re-listening to because the more you understand the algorithm the better it influences the content you architect and and you can start to almost be like neo and the matrix you start to manipulate the algorithm in the sense of you just create good content that is what we do I think media when we really sit down we repurpose a lot of content and whatnot but I just recently sat down and did a video about AI particular AI tool and the my thought that went into the thumbnail the tweaking that went into the title I did script this video because it was a paid deal that actually was $25,000 which me auditing my time well it's worth me taking today because that's that's like actually about what my coaching is for just one-on-one for a day and so it's just I'm stewarding my time so I was like yeah okay I can be dedicated to just only work on a YouTube video blessed it mean a place where we could get brand deals like that right but basically I sat down and was like I am going to architect a video that is guaranteed to win nothing's guaranteed but I've been doing this long enough and then sure enough the video was posted also the first 24 to 48 hours I was like shoot is this going to happen some of it's a little bit of just knowing your best practices and then sure enough about day 10 boom now it's on this upward trajectory in our analytics and there's no stopping it it's been pulled into the algorithm and there's different traffic sources whether it's search based or suggested and it's got about 33,000 views now probably will have 150,000 views in the next four months the brand super happy you know I crafted that that's what we help people with so if anything if someone's like wow my brain hurts and I'm tapped out on that one you want to immerse yourself in the understanding of mastery of these details because again waiting for you on the other side you clients views brand building it's pretty powerful and the good news is YouTube is the most generous algorithm on the internet when you understand YouTube meaning this and and almost every algorithm is starting to actually kind of copy TikTok now and a move from the social graph to the interest graph meaning rather than who follows you or who your subscribers are or even like a group of friends on Facebook because just because your friends with people and you have your cousin and your aunt and your weird you know Uncle Ricky like they don't probably like the same things as you so interest graph is people that are into CrossFit it's people that geek out about personal development it's people who love self help books it's people who listen to interviews with interesting people it's psycho entrepreneurs it's so it's these clusters of people that are into particular things and thus the algorithm can promote a video because it meets a desire in a particular interest group of people as opposed to like the fact you've built up an audience you know or personal brand yeah so what it's doing that is identify those people as you said who've demonstrated their interest in that topic by clicking watching view time and it's combining well it's not necessarily a demographics profile right psychographics like more important than demographics right yeah it's because you too and demo graphics influence psychographics because there is a probably a there's a baby boomer mindset a gen X mindset right but there's also some baby boomers that have more zest and zeal for life than gen zeers but so interest psychographics interest graph which is probably a better identify anyways it at what 100% yeah when you start thinking about building strong tribes communities online brands because you know in Simon Sinek really popularize this as well as book start with why people follow people shared beliefs and people follow people with shared values so you also start thinking about the differing theater is one it's gonna permission to play checklist for for YouTube and dispensing knowledge and education is your education has to be good you can't be boring you can't be so tedious to listen to you don't need the greatest charisma in the world but like you have to be able to our communicate ideas and and the viewer has to be able to follow along and it's going to go a long way if you do have a little charisma or you can add a little humor in there a little timing and all those things are develop a developer both course some people have more natural but like everyone had to sharpen their skills yes well these are all like permission to play where things get really strong is realizing it's maybe not Robert Kiyosaki leveraged debt versus Dave Ramsey cut up your credit cards those are some ideologies you also know deeper than that though a lot of people follow Dave Ramsey because he's a Christian and because he's conservative values both of them are conservative Robert a little bit rougher around the edge not sure if he has a professed faith but a totally different vibe and feel to his style so the opportunity for someone listening to this I think about in the internet marketing space back in the day there was this like punk rocker girl who started to teach like email marketing you know who else teaches that is Amy Porterfield right to Amy Porterfield is not a punk rocker chick so but people whether they want to get healthy whether they want to get alone what like your vibe attracts your tribe so your beliefs your values yes you get into the algorithm but as far as meeting people sometimes people just think I just want to be like vanilla and plain and just purely share the information be probably one of the biggest mistakes you can make right because then you're just the same as everybody else the information was solid but those were just the that's just your entryway through the door yeah now how do I make a connection right now we start to connect with people oh we like we have some of the same thing oh you're a parent too right or you even value like you value family and you value your faith or vice versa you just are just flat out on your career never want to have kids like maybe a different mentality urban mentality let's just scale boss babe whatever I build these are very different kind of vibes and tribes yeah psychographics yeah yeah I want to acknowledge you too in the moment if you don't mind for like being comfortable valuing your faith and making a part of your business and brand I think that really says a lot so you know yeah I appreciate it before we run out of time here I wanted to go back to what you said about you architect that video just real briefly what are the boxes the check boxes that you check to like you know architect that perfect video I know you've mentioned it thumbnails one right what about title description yeah so slight side quest to the book because the book that you read and that's on the table here is actually out of print now because the second edition is out yes and and if if someone's listening to this and they want to take it out it's already the only one you can get on Amazon so Kindle ebook physical a brand new audiobook Amazon audible and the second edition of YouTube secrets we teach the perfect video recipe okay so I follow my own perfect video recipe it is as follows it's the big idea it's the hook it's the content is the transition the big idea is the topic which is actually more important than the title in the thumbnail it influences the title in the thumbnail but sometimes people just think right a good title make a good thumbnail the topic itself the understanding of the psychographic like what do people want what are they really one information about what what is it the thing that they'll click on no matter what versus the greatest title the greatest thumbnail on a topic they're not interested in so topic kind of supersedes all so the big idea is the cluster of those three I want to know what those are as I start so I open up a google dot I know that I'm basically going to be kind of reviewing this crazy software by the way that is like Chatchy BT for videos you just type in a prompt and it makes an entire video b-roll voice over writes the script had it's music it's crazy yeah and so it's it's also early stage right but still it's really wild so I first you know I tested it I went through it a couple times so I could speak on it in an educated manner but I open up a google doc and at the top of the google doc I wrote down title brainstorm and I started to write down this is before I made the video and before I even started outlining it I started to write down different potential titles and I wanted to see how clickable and how powerful those could be I then started to screenshot actually other people's thumbnails and then just paste those right into my google doc because I basically like a little bit of this a little bit of that and that might be looking up other AI software videos but it was also just thumbnails in general like as you begin to develop a portfolio that's the wrong word if you begin to develop a list of good channels people crushing it outside of your niche too it's probably the outside of your topic in your industry one of the easiest you know good artist copy great artist steel yeah by the time it's done and it's my picture and everything else the thumbnail will more or less look entirely different but I think they'll be afraid to you know borrow great ideas from channels that are doing well so I now have a couple screenshots I know the direction of where the thumbnail could go I've got the title I then began to outline this video I typically don't script my videos word for word I'm more of an outline guy however the outline depending on how much research I put in could be pretty rich it point 1.2.3 bullets under that maybe bullets under that depending on how it could be as simple as like maybe three sentences 0.1.2.3 or really detailed out because this video was so architected is a little bit more intense and then one of the most important things so recapping we're deep this is this is a tactical episode yes big idea hook content transition the four ingredients so that's the big idea I know what the topic is I know what the title is I know what the thumbnail is or I've got that to a 85% level brainstorming kind of knowing we call this reverse engineering you're starting with the end in mind I'm assuming that looking ahead and understanding how you two works you're you're working backwards you're like this video is already a smash hit this video is already going viral and of course it is because it's architected and assembled like a viral video right viral for me in a niche of AI software so then the hook is the next really most important thing to craft and that's just thinking about the first 10 to 15 to 30 to 60 seconds the opening of the video you're trying to convince the viewer or a reassure the viewer that they're in the right place avoid them feeling like this wasn't what I wanted to click on and I'm not interested in this video give them a reason to watch to the end and you might notice too like again the person listening to this being like what the heck I haven't even shot my first video right Sean's got 643 distinctions and how we craft craft one video well yeah that's also why the brand paid me $25,000 and why the video is doing incredibly well I mean just like brick by brick you build up towards you know the pursuit of mastery but really crafting that hook and one powerful thing that I would encourage every listener is you actually are a lot smarter than you think if you would just block the time and actually sit down and perhaps prepare because a lot of times we wing it even if I try to wing it off the cuff I've learned to communicate pretty well extemporaneously but nothing beats me giving it 30 minutes and typing and deleting and then typing and really just crafting and then following and we teach a lot of this in the book there's all kind of checklist and stuff we have our programs is also thinking like so in a hook I would say a couple elements one would be affirmation that they're still there that could almost be the restatement of the title right are you curious if you should do an FHA alone versus a conventional alone what are the pros and cons and that would be like the title then if possible you want to and give them a reason to watch until the end in this video I'm going to be breaking down the pros and cons and also make sure to watch until the end because I'm going to be sharing a mistake that a few of my clients have made because they set their loan up wrong or they didn't know about asking about this hidden line on the contract page 73 on page 73 that ends up costing people thousands to tens of thousands of dollars and if you just did that then not only am I in the right place because I want to understand I'm like okay you're you're going you're and you're getting right to it be brief be bright be fun but be done cut to the chase you just start the video and and you can say how powerful that is so I was like okay I know I'm going to learn about FHA versus conventional I'm going to learn about the pros and the cons I'm going to you might also another one you could power that one up with is say we'll tell you about the pros and cons I'm going to be talking about a story of how this couple got approved when no one thought they could be approved and a new credit hack that can that will blow your mind that nobody knows about and make sure to watch until the end because I'm going to be breaking down something that a lot of other companies put a lot a lot of companies put on page 73 that might cost you that's cost thousands tens of thousands of dollars let's get into it and then maybe you dropped your logo and you're like all right welcome back Sean cannell here with rocket loans I all things you know helping you get into the house you love or whatever let's get right into tip number one so FHA this what it is conventional so so you could see we're processing the hook together here for a second and what did we come up with that was pretty good it's really good and and then the content is in the middle and that's the teaching portion that's the teaching portion and and you wanted to do the to the degree of how much time you have again back to the Graham Seffan example who does this full time and spends 48 hours of research on one video the quality of the content in the middle I mean it's probably a little bit better you know it's almost like every word is crafted every part is crafted lots of data lots of stats lots of research really dialed but you know do whatever you can so if you just spend a little bit of extra time on the hook like if all you do with the perfect video recipe is start using it you're going to do so much better the reason I created the perfect video recipe was inspired by like hello fresh you ever done like hello fresh or like blue apron you know so I'm not a very good cook but what I realized was you could get these cardboard boxes you know with ice in them shipped to your house with all the ingredients in a cardboard card that just told you exactly what to do and then I realized that as I started to follow that card I still on the first time left the checking into long bird the chicken but because they gave me all the spices and everything like it was still a much better dinner than like a TV dinner and that was just my first try and then you know two or three tries continuing to follow the recipe card I started to develop an ego I'm like bragging around the house I'm like honey talking to my wife I am Anthony Bourdain like I am Martha Stewart now I should have my own show she's like you've been doing hello fresh for three days like you need to relax and so and and so if you just keep showing up in the kitchen and you just keep following the recipe yeah you get better each time so the perfect video recipe if you just get a little bit better at topics titles and hooks titles and thumbnails you write a little bit of better hooks you kind of polish the content you improve your communication skills and then the transition at the end is a transition to another video which is we could do all their episode on not only rather than letting people know you're ending or actually sending them off platform which is we could touch on that because people want to get the lead in the phone number and they want to get the email technically you want to have to keep them on the platform when the video ends the best call to action is to another video and in the case of this video it was very effective because of this video goes viral VFM viral for me viral for um think media and then people watch the end and there's a really good call to action to another video that drives a whole another result your ultimate goal is to create a stream of you know using the perfect video recipe it's not just having one meal that's good it's like a restaurant you don't just want someone to come once you want returned patrons that spread word of mouth right so the the perfect video recipe in the book we kind of talk about the whole experience you want to be able to be discovered on yelp you want there to be a good first impression good photos they see you you want there to be you know good good experience you want them to actually show up and consume your content but that alone is not the dream the dream is that you would become a habitual uh you know restaurant in people's lives so the goal is to have your youtube channel be a habitual channel where you gain a subscriber more than a subscriber you actually make a connection where they're like oh that's my person if I ever do loading from I might check in with them you know I like to revive you know actually I just kind of follow what they're doing because I love their values and what they stand for and I recommend them to others um if you're following the perfect video recipe that's going to be the most helpful way to get there well let's pause on that for a moment then while we are talking about the perfect video recipe you've got a lot of resources for people yeah um where do you want to direct those that are listening to watching to you know follow the visuals how I appreciate it and uh yeah I think definitely you can check the book out really easy especially audiobook is great yeah so you got the book um and then think media our our main channel is called think media I do a twice a week podcast think media podcast which is a video podcast like this so it's video but also on all the audio platforms and then if people want probably just the fastest way for the a million questions you still have or basically want to look over my shoulder and kind of see how to execute this and set this stuff up yeah uh there's a hour long on demand class that's normally a part of our paid program but you can get it entirely for free so you can link that up just put it in your show notes or whatever um and and if people want to go deeper with us we do have a program that has kind of an online community and a faculty that supports people but whether that's right for people or not no worries check out the free class because that alone will give you an action plan in your journal your next three moves one two three to get started because massive opportunity is waiting for you on the other side of punching fear in the face punching perfectionism in the face pressing record getting uncomfortable and embracing the power of YouTube yeah mom that that's why I don't encourage people to do as well as clearly refer here today that I mean um you can start with like what you have but you know we have to get better right and so the perfect recipe the blue apron like you learned how to create a decent meal yeah but you keep at it you're going to get better and better and better I think the the only way to do that is to keep working out and keep getting access to information resources like you offer so definitely check that out in the show notes will link that up I guess lastly just to put a put a button on this thing real quick if you could do like a a two minute um you know you mentioned AI so I'm very curious about that I know you've talked about this tool opus yeah in the past and as I'm here you describe writing and hooks and all this kind of stuff I'm wondering like to what degree do you think people can rely on GPT or things like that to help them you know with those types of things versus not so just what would you say we'll clear that well number one I use AI every day now I think you can rely on AI to be an incredibly affordable or free assistant the mistake people are making is they think AI is a magic pill and it is already clear who the true experts or the people who truly put in the work is and those who haven't those who still learn the skills and learn the mindset and learn the thinking and learn the strategy and add their human touch with the assistance of AI or the people that are winning those that are just trying to use AI to do it for them for example I will oftentimes ask chat GPT I pay 20 bucks for four right to a write in a topic or a write my initial title and I'll say write 10 YouTube titles based off this one or based off this topic and I might go create an economy comma how to make money comma I might just you know whatever I throw at it a lot of times I'll say oh maybe I'll get the 10 then I'll say write 10 more under 55 characters because YouTube in a lot of places on the platform has a dot dot dot it cuts it off if you can say if you could write titles that are shorter or that can get the entire point across you know a podcast like this might be like three words comma this topic also and this topic with Sean Canal that's a little bit different but a lot of times if your title can be I was doing some coaching with somebody yesterday who has a yarn channel and we using actually another tool that I like vidIQ and they have an AI coach which uses API to chat GPT for but it's even better because it's it's their programming layered over chat GPT with the understanding of YouTube and vidIQ you give a permission to access your channel so it'll it'll kick out video ideas channel audits and all this stuff based on your channels and data so it so you're you're absolutely worth every dollar yeah to connect the two dots you were actually would really need both if it was just a YouTube use I pay for both but if it was just YouTube use you could just have that vidIQ AI coach because you essentially get chat GPT for right with all the intelligence of a YouTube lens so we were using their AI title brainstorm tour generation tool and we discovered went through a little bit coaching and ginger could make a video we first said what are five good topics to make in this niche so a lot of times I'll find that chat GPT other AI tools are just an extension of your brain they get you started they get you primed so it wrote like five topics one of them set up was organizational and storage hacks for yarn great so then I type that into I put that into the title tool I think it said it said organizational oh like genius yarn organizational hacks organization hacks that's a forward title it's powerful genius so I'm like I have to go word right genius yarn that's your niche and that's her channel organization hacks and then I was like okay ginger what are you know how many of these do you have and and I think a really strong YouTube video success leaves clues you study and and a niche like that top is like that 17 genius hacks can be 21 and if you could do that in like eight minutes and so it's like boom you show this and then there's some that are maybe free and DIY from around your house others could be related to affiliate links like hey I got this thing on Amazon there's a link in the description and a brand get sponsored that thing too because that video is going to crush so so think about that title 21 genius yarn organization hacks it's a good title yeah five words with the number leading it um and so AI is a big deal so I use vidIQ I use chatgbt daily maybe to prime scripts work titles but that was a long road around the valentine to get to the point to say this civic I maybe I have never copy pasted a title from AI without changing it yeah so I use it a chatgbt seems to love to write like almost book titles like two words colon and then like a description descriptor right like insane growth colon how you know why now is the time to buy a house you're like okay so I could just delete the insane growth I mean I get it but I'm just gonna do the how-to part but what it shows me is like just it does all this heavy lifting and it gets me so far ahead I'm doing an interview with a business owner who's pretty renowned and so there's enough information on the internet and so I said give me their introduction and it wrote me an introduction for them uh I tweaked it barely I then said I'm doing a podcast interview with this person this is who the audience is creator uh create content creators entrepreneurs small business owners and people that are looking to make side income comma comma comma enter and then it wrote a thousand characters of of questions I should ask that person personalized based off the topic so knowing how to prompt is a big deal yes but I've been doing this video podcasting for a long time it's saving me massive time you know even just for the bit for busy business owners listening to this this is what you would have paid an assistant to spend four hours preparing for you so you just got a little bit ahead and you'd spend the fine this is a key though you'd spend the final ten percent tweaking it yeah as well as still having to think you can't outsource your thinking yeah in fact what's even more valuable than ever is your strategy your thinking and what I would also argue finally is you know somebody's told like Jasper AI which is copywriting and chat GPT they're going to continue to get better but you're always going to be the most lethal essentially if you learn how to communicate yeah studying how to write persuasive marketing copy knowing how to write headlines knowing marketing principles knowing human psychology that's knowing all that stuff is who's really going to win yeah either you need to know that or have something on your team eventually that knows that because AI will get you to the 10 yard line but you didn't score cut touchdown at the 10 yard line you got it you got to take it all the way and so that final humanization with some mastery around some of those other disciplines I know it's a lot but hopefully people listening to this episode are feeling inspired to do the work to keep studying to keep leveling up to keep learning because why always the back to the why not just to do busy work it's because waiting for you on the other side of this is more time freedom is more time with your family is a business that you love is more income yeah the ability to maybe delegate some things build your brand bigger whether any recession recession proof your business just because of your personal brand and the market share that you have also multiple multipliers of what your current wealth and income is because very few everyone will do this a little bit some it's some will start right fewer will be keep going very few will endure and then even fewer still will be committed to outworking right out learning yeah out strategizing and out lasting the competition absolutely as it always is right yeah yeah fantastic well this has been great man and I think you know what you remind me of there is mutual friend or acquaintance of sure you know Mark Schaeffer as he says in his book it's the most human brand that'll win so to cap off that AI thing is use it for what it will help you do but it's of course the human connection that makes a difference so and I also want to say thank you for you right creating that human connection here and making time this has been fantastic man appreciate it oh I'm so grateful it's been really awesome hanging out I appreciate so much having me on the show yeah I'm honored so folks so you want to connect with Sean do it do take everything he's got to offer you like I'm telling you if you want to level up your YouTube game this is what you need to do so let's just do what to do click the links in the show notes we'll see on the next one thanks for tuning in see on the next one bye for now all right well thanks for tuning in to today's episode hey you got a question for you are you struggling to get engagement and referrals from real estate agents and feeling like you're constantly fighting for business in a crowded market what if I told you there's a way to attract agents to a provide unique value that helps them grow their business and generate referrals on demand helping you become the dominant loan officer in your local market look I've was an originator for over 10 years I understand the frustration of feeling like you're just another player and a sea of competitors and you're struggling to stand out and get 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