082 – Omar Ghafoor – The Adviser

082 - Omar Ghafoor - The Adviser
082 - Omar Ghafoor - The Adviser

Omar called our office in January 2020, at the time we couldn’t really help him but we gave him as much advice as we could.

He wasn’t on any social media platforms as a business or personal. He didn’t like having his photo taken and flat out refused to do any video content.

4 months later he recently caused a stir (in a good way) when he released his first video for a brand new YouTube channel.

This is what Omar has learnt so far.

054 – Bonjoro – Personalised Video App

054 - Bonjoro - Personalised Video App
054 - Bonjoro - Personalised Video App

Hello, my friends in financial services and welcome back to the podcast.

This week, I have got the founder of an app that I’ve been using a lot. Actually, if you have bought an event ticket, if you’ve inquired about the services of our agency, downloaded one of our PDF downloads, or if you’ve joined our new membership, The Lead School (which by the way, I’ve made totally free now).

If you do any of those things you’ll get a personalised video message from me straight into your inbox and that is by using an app called Bonjoro.

I’m gonna let their founder Matt obviously give you the kind of elevator pitch of exactly what it is
And we’re going to talk more in detail about how you can use it better. What’s it for, and how they came up with the idea.

So what is Bonjoro? In Matt’s words:

“I think we’re a layer that sits on top of a CRM. So if you’re using Infusionsoft or an Active Campaign or or an Ontraport, we basically plug in. And when customers perform certain actions, or when you have a new lead come into your funnel, you set up what we call triggers, that sets a little note notification in the Bonjoro app.

We ping you at that point to say, look, this is actually a good time to connect personally. We get you to record a personalised message for that lead or customer at that point in time.

So if the lady’s name is Joan, you were doing a video specifically for Joan in Glasgow, and that video we wrap up and deliver to them.

Taking a minute out of your day to welcome on board.

It greatly increases the chances of Joan then booking your call and coming into the office catching up or becoming ultimately a customer”.

031 – Alex Kerr – Future YouTube Star

031 - Alex Kerr - Future YouTube Star
031 - Alex Kerr - Future YouTube Star

Alex has only published about four YouTube videos but he’s committing to producing a minimum of one video per week for the next twelve months.

We talk through what equipment and software Alex uses, how he does it all himself but will look to outsource some of the processes in the future.

Alex believes if you’re thinking about shooting video you should always remember ‘AVL’ Audio, Visual, Lighting. It doesn’t matter how good your video looks if your audio is rubbish and visa versa.

Alex Kerr’s Video Kit

Canon M50 – https://www.canon.co.uk/cameras/eos-m50/

Led Ring Light – https://www.google.com/search?q=led+ring+light&oq=led+ring+light

Rode Lav Mic – http://www.rode.com/microphones/lavalier

Software and Resources

Adobe Premiere – https://www.adobe.com/uk/products/premiere.html

Kit.com what kit you use, see what other people use – https://kit.com/

Upwork – for finding freelancers – https://www.upwork.com

Canva – create your video thumbnails – https://www.canva.com/

Morning Fame – YouTube channel strategy, how likely is your channel to appear in search results for keywords – https://morningfa.me/

Trello – Alex Kerr uses this for his project management – https://trello.com/en-GB

Asana – The Lead Engine uses this for their project management – https://app.asana.com

SEM Rush – SEO tool – https://www.semrush.com

Alex Kerr On Social

Facebook – https://www.facebook.com/profile.php?id=100015744216173

Instagram – https://www.instagram.com/alexkerrmortgage/
Linkedin – https://www.linkedin.com/in/alexkerrmortgage/

People Alex Kerr Has Learnt From

Premiere Gal – Video editing tutorials for Adobe premiere – https://www.premieregal.com/

Gary Das – Mortgage Broker – https://www.garydas.com/

Sean Cannell – YouTube growth strategies – https://www.youtube.com/channel/UCWWFavn3ym0w3myTD5OX59g

Quotes From Alex Kerr

Punch perfectionism in the face
Views while you snooze
Put yourself in the uncomfortable position and just do it

022 – Ian Anderson Gray – Live Video With Confidence

022 - Ian Anderson Gray - Live Video With Confidence
022 - Ian Anderson Gray - Live Video With Confidence

Arguably the biggest name in live video across the world his blog has had millions of views. Ian Anderson Gray joined me to chat all things live video, we discuss why someone in financial services would leverage live video to generate leads and how to go about it.

We discuss all the social media platforms that you can go live on. A little bit of history on how Ian initially got in to live video and the different tech options available.

A lot of people fear live video but Ian and I discuss the things you can do to practise (go live to yourself only) and not worry too much about being perfect.

Ian’s website: https://iag.me/

019 – Dan Knowlton – Video Marketing Creates Quality Leads

019 - Dan Knowlton - Video Marketing Creates Quality Leads
019 - Dan Knowlton - Video Marketing Creates Quality Leads

Dan’s 13 Value Bombs

I took away a whopping 13 key points from this episode! Bearing in mind i’m normally happy just to take 1 thing away that I and you can action per episode.

It’s absolutely littered with value bombs so if you feel like you might need that extra little nudge to get into video. Here it is.

Dan’s Website: https://kpsdigitalmarketing.co.uk
Follow Dan On Twitter: https://twitter.com/dknowlton1

019 - Dan Knowlton - Video Marketing Creates Quality Leads
So I had the opportunity to sit down with Dan Knowlton from KPS digital marketing.

And we discuss cut everything video. He did a talk at Atomicon 19, that’s Andrew & Pete’s conference where he encourages people to do more video.

And what’s funny is when I actually met him face to face myself, part of his talk, is where he gets people in the audience to create their own video so you’re only meant to do it over five minutes, I nipped out to record mine, and I bumped in to someone that I knew, and we recorded this video together. And then as we were coming back in, Dan had just come off stage so we took way too long basically to create a video. And we saw, Dan, as we were trying to get back in so we missed the end, and it was all a bit awkward, I managed to sort of turn it around and asked him on the podcast, pretty much at the end of the day, we had a bit of a laugh about me, missing the end of the talk.

What I loved about Dan was he was quite happy to talk about his struggles with video and how he did it wrong and what he’s done to change it so we talked about all those things but also where he went wrong in, even when he got comfortable doing video that he was always doing educational video and talks about the sales funnel.

These three stages of the buying cycle and making videos for each step of the buying cycle and when he did that, that’s when his sales increased. So we talked about that as well. So it’s quite a long interview.

For the first time ever I’ve cut out a portion of a chat with a guest because I lined up some jokes with Dan, and they just didn’t work at all. Never plan a joke, and especially don’t plan a joke when you’re expecting a certain type of response and they don’t respond in that way.

Anyway, they fell flat, and it didn’t work.

But all credit to Dan we have really great banter and a really great chat and there’s so much value in this episode.

So these are my top takeaways from my interview with Dan Knowlton, video marketing expert.

Number one: Dan believes that you need to want something bad enough to be okay with looking stupid on video. So, what is it, what is your end goal? Is it to sell your business for seven figures or whatever it is, do you want that bad enough that you’re okay with looking stupid on video that maybe someone might take the Mickey out of you, your friends, most likely, which happened to Dan. His mates absolutely rinsed him, but he wanted it so bad that he was okay with that. So, what, have you identified what it is that you want badly enough to be okay with looking stupid on video.

Number two: Start small. So, start with your smart thing. Don’t go out and buy loads of kit before you realise that you’re actually going to use it. So, I started with my smart phone, I’ve then got a Logitech webcam, which was about 70-80 quid, and now I’ve invested in a camera that’s 450 quid. So, I took it stage by stage. So, don’t go out and blow your budget on a load of equipment before you realised video is actually for you.

And number three: You have to make bad videos to be able to make good ones. They’re gonna be rubbish in the beginning, and mine certainly aren’t polished now, but I know that I’m getting better and better each time I do it. So, you’ve gotta be okay with it, it’s going to be rubbish. Don’t be put off by the first video that you do is awful, ’cause it probably is gonna be. But you have to make those rubbish ones to be able to make good ones. No one has ever naturally just turned on a camera and be awesome at video straight away. So, you gotta be able to be comfortable with and be okay with that the first videos you are gonna make are gonna be rubbish.

So, number four, this is actually something that I came up with, and something that I do for my videos is before I go on video, I say, “I like myself” in my head, and it makes me smile and I can’t not smile when I say that. I also have a mantra, which is a bit embarrassing, but I say in my head, “I’m Bruce Wayne, I’m the Batman.” Makes me really confident, actually feel like Batman, I’m actually reading a book at the moment, Todd Herman’s Alter Ego, he talked about creating an alter ego, I highly recommend that book, so if you feel like you’re not comfortable enough at video, in your mind you can create this alter ego, some kind of superhero that is amazing at video. Honestly, that book is incredible, I’m sort of halfway through at the moment, so check it out.

So, everyone kind of deals with imposter syndrome, so something Dan said was, “Just be comfortable “and be okay with that you don’t have to know everything. “You don’t have to be the 100% expert “that knows everything in your field.” So, just be comfortable with that ’cause a lot of people stop themselves from doing video to think, “Oh, maybe I don’t know enough,” or “so-and-so knows more.” It’s okay not having all the answers. You know what you know, and you’re an expert in your field at what you do. You don’t have to know absolutely everything. I don’t know everything about lead generation. Dan said he doesn’t know everything about video marketing. That’s fine, you can still create video content, you should still help people, you can still be informative and can still make great videos. So, one interesting thing Dan said was that showing some vulnerability, nobody likes a know-it-all.

So, this kind of goes back to the last point of it’s okay not knowing everything. So, he read the book about the guy who invented the TED Talks. And in that book, it said, “Show some vulnerability “and people will root for you.” If you start off being a know-it-all, people are gonna get their guard up and they’re gonna be quite cynical of you. But if you show your vulnerability, then people will start rooting for you and Dan actually did this in his talk when I met him at Atomicon, he talked about how his friends took the Mickey out of him for doing video, and he actually showed us the videos that his mates made like poking fun at him because it showed his vulnerability, and we all started rooting for him. So, it’s a really great kind of tip, really, that it’s okay to be vulnerable and not be perfect.

If you’re starting out with video, try Instagram Stories or Facebook Stories, ’cause they’re only around for 24 hours, so if you are making rubbish videos, then they’re not gonna stay around forever, so it’s really good to actually start gaining your confidence. If you’ve got no followers and you’re just starting out, then using Instagram Stories, Facebook Stories will help you build your confidence, get comfortable with video and you can do that over and over again and it doesn’t matter because it’s gonna disappear after 24 hours.

So, Dan believes there’s three types of content. I happen to agree with him on this, that there’s a cell cycle and there’s three stages. So, there’s people can be researching you, so there’s that kind of awareness stage. Then there’s consideration and there’s sales. So, creating content that map into all of these stages. So, he believes that start out with awareness and over six months you’ll be all about awareness, education, trying to inspire people and let them know. Give them free advice, essentially, on video. And then the next step is for them when they know about you, they know you’ve got the knowledge ’cause you’ve done all that awareness content, is to they’re maybe to consider you. So, creating content that’s about testimonials, how you can sort of position yourself as you’re the right option for them once they’ve got to know you. And then, obviously, the sales stuff, which is where you’ll have a call to action where you actually got an offer or something or you’re talking about the thing you’re trying to sell. One point he made was maybe reduce the amount of sales content you have. So, in terms of ratio, have much more awareness, a little bit less consideration, and then less of the sales stuff. So, when you’ve created those three types of content, you’ve got your awareness, consideration, and then your sales content, you can use Facebook Ads to use remarketing. So, there’s a great tool for Facebook Ads. If someone’s watched over a quarter or a half, let’s say, of your awareness videos, you can then use remarketing to advertise your consideration content to the people that have watched the awareness, if that kind of makes sense. So, you can kind of shuffle them along the funnel until they’re ready for a sale.

Dan gave us some really good practical tips on creating really good videos. So, lighting, get some lighting on your face, so I’ve got a LED light over there, I’ve got some natural light coming through the window as well. So, I’ve only got one light, you can see my face is a little bit dark on the other side, really I can do with another light there as well. So, I think we’re gonna get one of those. So, if you haven’t got lights, they are really cheap on Amazon, but like stand by a window, if you go right next to a window, natural light is even better, so, again you don’t have to fork out if you’re at the beginning. Sound is so, so important. So, I have got a Yeti microphone here. You can also get these kind of Lapel microphones, so I’ve got the adapter to go in my phone, and there’s a little microphone there. This was on Amazon, really cheap on Amazon to get some really good sound. So, I normally take that if I’m out and about and I can’t take the big old microphone with me. So, framing, I’m right in the middle of the frame at the moment, again, my videos aren’t perfect but, getting yourself looking nice in the middle. If you’re doing stuff on your laptop, it does look a bit weird if you’re looking up, and that’s why I think people take selfies from looking down, if anything, when you look down a bit it looks better, but just having a nice bit of framing, so you’re not chopping your head off and then it looks good, as much as possible.

Another really great tip from Dan is that on social media, people often don’t have their sound on. I remember going to LinkedIn’s launch of video ads, and they were saying, I think it was around 80 or I think it might have been higher than that, a really high percentage of people are watching videos with the sound off, so subtitles are really important. Rev.com, R-E-V.com, will help you. Basically, they will transcribe and do the captions for you, they time it up, everything. All you’ve gotta do is download a file that you can then combine with your videos called an SRT file. So, you can get your subtitles done really cheaply, that is a dollar a minute. So, that’s R-E-V.com. And if you are doing video content, if you’re using your marketing and then you get leads through, I’ve noticed a massive difference with this, that people are qualifying themselves as a lead, so if you’re buying leads in, they have no idea who you are. If they’ve come through and seen your video content, they’ve got to know you, they like you, they trust you, it’s a much warmer lead, you’ve paid less for it, sometimes nothing, and then they’ve decided already that they want to work with you. You’ve just gotta sort the deal out. It’s a much easier, warmer lead.

018 – David Kilkelly – Linkedin Video Marketing

018 - David Kilkelly - Linkedin Video Marketing
018 - David Kilkelly - Linkedin Video Marketing

018 - David Kilkelly - Linkedin Video MarketingSo this week is an episode with David Kilkelly who is a video specialist, and he’s got a course coming out on LinkedIn video marketing.

Now what I love about recording this podcast is that with every guest that I get, and I always take away one sort of nugget, one value bomb, if you like, of something that I’m going to implement in my business or something that I’ve not thought of before. And this one was a really simple thing, which I should be doing. And it’s really easy to do.

So if you’re creating video content on LinkedIn.

And people are liking it.

Then just going in and making a connection request with people who have liked your video is a great way to build your following.

It’ll be a warm connection, and you can just in the reason for making that connection say hey so you liked my video it would be great to connect something as simple as that.

So, I’ve started doing this now. I know I need to do more video on LinkedIn, LinkedIn is obviously a b2b platform for our business, it’s right for it we do loads of video but on Facebook so I know I need to do more on LinkedIn.

I know some of the people we’ve had on the podcast before so Ash who was on last week. He’s doing loads of video content on LinkedIn Gary Das has been on the podcast before he’s doing loads of video on LinkedIn. So just because if you’re in a B2C environment doesn’t mean your customer is not on LinkedIn, as well.

So I really enjoyed this episode with David, anyone that comes recommended by Chris Ducker (as you may know I’m a little bit of a Chris Ducker fan boy) is someone worth speaking to.

The audio goes a bit funny in places but I think it’s perfectly okay, and there’s so much value in this episode, I really hope you enjoy it so this is David Killelly from Blink Back productions, and we’re talking about LinkedIn video.

David’s Linkedin: https://www.linkedin.com/in/davidkilkelly/
David’s website: https://www.blinkback.co.uk/

Hello, and welcome to the lead generation for financial services podcast. And this week we’re talking a video and specifically a video for LinkedIn. So this is all the the b2b financial services out there but some of you may be wanting to make connections as well. This week I interview a David Kilkenny now he is a video expert. He’s got a video agency. He works with some really big name. So Chris Ducker who is one of the biggest online entrepreneurs he was working with him at his conference and he’s been working with him and known him for some time. And David is launching a LinkedIn Video Course soon so his his mind is firmly in that area at the moment. He’s been getting some great results from video. I’ve got some really good tips I learned quite a bit actually from this interview and I thought I was kind of knowing all about

Do so we took everything from creating videos to how to get maximum exposure on LinkedIn or how to use video to grow your connections on LinkedIn as well. So full disclosure, we This was impromptu, we went live, basically the software wasn’t working and not go live. And we had some internet issues and David’s audio sometimes as a bit of a trying we’re trying to clean it up as much as possible, but it’s not the best, but I think it’s totally fine. I think you’ll really enjoy it because there’s so much value in here. So I want you guys to hear this. So without further ado, let’s hear from David. today. I’ve got David with me and we’re going to be talking video and specifically video for LinkedIn. David. So welcome and thanks for joining me. Hello. Hi. Nice to be here. Thank you for asking me along. No worries at all. So we we didn’t meet at the Uranus summit that that’s kind of the the connection, isn’t it? You’re filming that for Chris Tucker.

Yeah, that’s why we do video content for a lot of different companies and small companies, big companies, we do social media content, lot of storytelling.

A some campaign work that kind of stuff. And not too much in the way of events. But Ali knew Chris briefly from a couple of years ago, he kept wanting to free ticket so I kind of said, I’ll come to do some filming for you and you know, obviously come to soak up some of the vibe is for the people and and then also produce the content for the event as well which are going to use to promote for next year. Yeah, and a fantastic Okay, brilliant. So once you took a video, but we’re going to talk specifically about LinkedIn video army, because you’ve got a course coming out sort of this year that and you’ve had some like really good results on it. So that’s going to be specifically we’re going to be I guess, b2b, LinkedIn. And is that like I eating because LinkedIn obviously launched the video ads last year. It’s mostly just

Flight, the organic stuff or even in some of the answers, I

know it’s mostly organic.

They lost the ads last year, but they LinkedIn only launched video in itself about 18 months ago. So all have kind of adopted video over the last few years.

And when they’ve done that, they’ve generally try to get everyone to use video so for for quite a while Facebook was a really effective platform for video. And if you put the video up there, it would just go for miles and everyone would see it. And then of course Facebook decided to start trying to monetize that and the reach color hard he had put more money into like my thing but but LinkedIn is the most recent of the kind of main social networks to add video in. So it’s a fairly new edition. And they are now trying to get people to use video on the platform. So obviously LinkedIn is a b2b platform. So those videos are coming in kind of specific

Sort of format. So a lot of people are using it to kind of login to kind of deliver expertise and to kind of talk about industry, sort of topics and that kind of thing.

And it’s still

open, are you seeing more and more of it now, but I think probably it’s still predominantly a text based kind of social platform that we’re starting to see more and more video. And at the moment, if you publish video on LinkedIn, you a lot of people watch it, you get you can get good reach pretty easily. So it’s, it’s a good time to invest a bit of time into it and to have a think about, you know, what you can do with it and how to use it. Like all marketing, things get saturated, they become available, they become popular, they come saturated, and then they didn’t work as well. So it’s, it’s good to be in at the front end of these things. And absolutely, totally agree with that. Because some of the stuff we put links in the video views or go crazy compared to like just text and images and things like that. So

Awesome. Where do you stand on the because there’s a lot of I see a lot of the activities where people are doing it on their phone, in their car,

about planning and things like that, because it’s kind of you want to so the reason we want to do this interview is to encourage people to do more video.

And you want to make it as simple as possible. And I guess the message is the strongest bit but I don’t know something about the car ones that Isn’t it weird how everyone seems to do them in their car? Yeah, I actually, I actually did a bit of a Mickey take on that. I thought if you went connected with me and scroll back down my feed, you see a video that I did a few months ago, which is kind of ranting a little bit about that particular thing because not only did they do in their car, but they usually that kind of thing. So this way, I went to a meeting, and I met with the client and it was really good and next week, I know you just like I don’t care about that. You know, and I think moving towards

isn’t necessarily the location is what the people talking about. And a lot of the time, they’re not really thinking about their audience, they’re not really thinking about what someone might want to hear. The most important thing is this position to have that Firstly, how to think about what you’re going to talk about. And then to make it very snappy and valuable for the person who’s watching it. So, I mean, that’s the essence of all good content marketing, you’re not thinking about you,

you’re thinking about the audience. And,

and so So I think, you know, it only just happens to be the case that you know, the people who are doing it in their car I’m also doing very good content at the same time. So I was gonna say so it’s not I could not necessarily be the phone in the car situation. It’s, it’s it is planning. So where do you start, then you’re kind of suggesting them that I really need to understand my customer first before I even think about whether it’s video or whether it’s a blog or whether it’s whatever it is that you

Start, yes.

Okay. And so what do you do that when you’re so like, do you have clients come to you when they’re not sure what they already work that out. So you get involved in that kind of process? And no, I think it’s sometimes it’s quite valuable to have a third party kind of help you, you know, because when you’re inside the frame, you can’t see the picture a lot of the time so you but you, there are processes that you can do to unpack your skill set and to kind of start to look at the things that the audience is going to find useful. Generally, you know, you’ll have a better idea of the struggles that your customers have the nine mil, but I can help you kind of access that by saying vice, you know, sitting down and kill again, right. Let’s break this down into components. Let’s have a look at the different sections in your business. Let’s have a look at the different types of customers you’ve gone, what struggles are, you can break it down into components, through a fairly kind of simple process of just debating bit of time to it and thinking about it.

And then a lot of the time, it’s just the questions that you get asked commonly a lot of the time. So for us, it might be, you know, how much does the video cost or what we’re talking about earlier about not getting the light, right. So you know, if you, if you’ve got a, you know, if you’re using your mobile phone, that’s okay, mobile phones can be okay, so you’ve got a good one. But you know, you can make it look much, much better by choosing the right location or plugging the microphone into it to make the sound better. So, you know,

those are lessons that I could do a short video about answering I could say you could use this microphone you can shoot in this location. You can plan your content in these ways and just publish a short video that’s maybe for LinkedIn I think the sweet spot somewhere between a minute in about three or four minutes

and, and then to just kind of deliver that single point in in as an interesting and compact way as you can really think. Yeah, no, absolutely what I did this time last year was did like a

challenge myself to do like Instagram video, when the maximum amount of time you can do is a minute. So it kind of trained me to get things like one point across, like really quickly. And that really helped me as well because I literally, I couldn’t publish it unless it was less than a minute if that makes sense. Yeah, I mean, we always talked about advertising of like just one point, rather than trying to cover too many things up. So do you say you reckon start with like your FAQ? Yeah, absolutely.

And, or if you’ve got any existing blog posts or kind of content, you know, the format, that’s good to go through and cherry pick ideas out of, if you’ve done maybe longer form videos or interviews in the past, with kind of client interviews to sort of figure out what their challenges are. You can use that.

You know, you could you could all say the I mean, if you’re doing events, you could, in theory, film The events.

And take snips out of, you know, people are talking about the events. I think that’s slightly less personal. I think LinkedIn is becoming quite a personal platform now which is interesting. And and it’s and it’s what Christopher talks about about p2p. And, and not be to be where, and what we want to see in business is people that were doing business where there’s not a big corporate kind of face, where you’re just looking at a brand and a whole bunch of you know, Brenda gave or Chris or that nice and what they think and what and that you’re doing business with them rather than this kind of big, faceless entity. And I think that’s what LinkedIn is kind of facilitating that. So when when you publish on your channel, you are really publishing, you know, from your personal profile. And they can be views and thoughts about your company and about your audience, but they’ll do your personal views.

Link. One of the things that LinkedIn has, it really got down at the minute is

On, it’ll be interesting to see how they developed over the next 12 months is company pages, because the company pages are quite difficult to access and quite difficult to use. So it’s all really about the personal profile at the moment, but I think that’s quite good. I like that. Yeah, there’s definitely I think the, from what I’ve seen like we use the company pages because we need them to run ads that we rarely and then it’s there’s a quirk with answers like publishing content to the page mix it lets you have a bigger add another story so that is the only reason why we publish on like company pages, literally for the ads rather than any organic reach at all. We’re just fighting as well as it being hard to use is just doesn’t get any reach because it’s your, your individual connections, isn’t it where you’re getting that

the reach from already? Yeah, I think I think they are. You know, I, I I’m sort of hesitant when Microsoft took LinkedIn on I thought they were either going to trash it or make it good and if people

is like they’re actually doing some quite good things with it people more people are starting to use it. Just recently, they introduced some developments to the groups, which as we know, was all like tumbleweed for years and no one’s using them. So you know that hopefully there’s good things coming out of it. And I expect they’ll adapt and change some of those things around the company pages as we go on.

So yeah, I think it’s an exciting time I think for and of course, one of the things that we don’t have at the moment with LinkedIn video is any real kind of analytics or paid promotion or any other kind of things you get into Facebook? And do you know, I suppose it’s a little bit of a drawback, but at the moment, where we really get in terms of engagement is is the view count. So you get you know,

literally like 3000 people have watched there. So it’s been what 2000 times or whatever it is, that’s about it. There’s not much else apart from the likes and the comments that you can you can use with that, but I think that that’s still enough to get some value from so why quite often

Do is off the back of the video, I’ll go through the comments. And I’ll go through the likes, and I’ll just connect with those people because those people have, you know, sort of, you know, registered the relationship and kind of interacted a little bit. And that’s just a good starting place, they’re more likely to want to watch another video in the future. So on that sort of topic, so I’ll connect with those. That’s a really good way of just developing your network. It’s a warm connection, because they recognize you. And you can build your network pretty quickly. I think last year, we did, I did a video to his was about 45 seconds long, it was shot on my mobile phone. It was talking just really quickly about some titles and subtitles and your video, which we can talk about in a minute one. And that video did 50,000 views in a week. And my and I my LinkedIn connections both from I think about six or 700 at the time, up to about 1200 just literally doubled in a week and week and a half thing. So you

You know, it can be quite valuable, you know, that sort of process seems, the more you do it, the more likely you are to kind of strike a nerve or five touch points so where where people really resonated with that and then and then it kind of takes off you know, and I think that’s awesome then that I never really saw petty thought on to connect to people that liked their video but that makes absolute sense to to build those connections so and I guess it doesn’t take a lot of time just to go back on that video. haven’t got any comments and then you’re right that’s like a really warm connection you’re not just connecting with because some people have real issues with connecting with strangers on LinkedIn don’t know they’re like, yeah,

so actually doing that warm one is a is a great tactic. Yeah, and I think just a quick sentence that goes with it Hi, I saw you like my video would ever be great to connect so that’s all you need to really you know, so for me, I can we talk like equipment. Fact if I guess if I was going to do it myself.

Self but I also want to talk about and get some advice from you on working with someone like yourself some advice for me looking someone if there’s anything I can do to obviously make that easier, but they’re still gonna have you got because he talks about adding microphones and things and there are stuff on Amazon, they can get for your face if you got any particular kind of kit that you would recommend.

And I didn’t use my phone and I’ve got something called a Cosmo gimbal which is made by DJI which is a small handheld thing, which costs 150 200

pounds so a huge amount and that you can flip the phone ran into selfie mode and that if you hold that out the front, it looks like you’ve got one somewhere.

That’s a great little tool. Yeah, that kind of thing is perfect. Just

Just balancing the fame and stopping it from shaking around because one of the things with a tiny

Mobile phone is that it’s going to bubble around quite a lot. And if you’re handling as well, it’s going to pick up a lot of the noise on the microphone from from kind of handling it. So a simple thing like that is a great investment just so that you can

so that you can do that. And

if you’ve got a little set of you got some feet on that one, so you can also use us thing Yeah, so you can also use that as a tripod. So you don’t even have to walk around with it. You could just pop out on the desk and sit in front of it and use it so I definitely you know, go with something like that. There are microphones, obviously the phone the phone. microphones on smartphones are variable quality on my Samsung. It’s not bad actually. But you can always improve it there’s a thing called a smart lab by road,

which is just a dedicated paleo libertarian microphone for for smartphones. I doesn’t

work with all aspects and see if it works with your phone.

And then beyond that you’re moving into kind of programs cameras, to be honest, to start out with a mobile phone is fine. I think you need to before you can throw like 3000 pounds at equipment, you want to make sure that Firstly, you’re going to you’ve got a plan to do it regularly. Secondly, that it’s working for you, and so that you’re getting some kind of result, you know, so. So,

yeah, I mean, you know, obviously, wherever your company so we’ve got loads of cameras I tend to use, I’ve got an announcement in the background there somewhere, which is about 600 quid and we’ve got nice cameras that are generally when you use that higher end equipment. It’s not even really about the picture. It’s about the reliability. So you can do things like monitor the audio and monitor the pictures of it, you know what you’re shooting so you don’t spend half an hour recording stuff and then put it into NetSuite and find out that it’s all useless because you got sound wrong where you got the picture, we got the light wrong, something like that. So you know

You get into


out my boss fun yeah now awesome brilliant and then we can drop the links to those in on the comments coming

so then if I was booking sales looks like someone like he for a day and I wanted to get loads of videos done how you know what would make your life easier my life easier What can I do beforehand kind of prep for that and make sure we get the best results possible?

Yeah So like I said, I think I said it back in the beginning that the the preparation for it well that would be the sort of from the brainstorming part of it is quite a big part of it and the more you can do on the front end of that, so obviously if you hire a video company to come in, and they they can help you with that early stage of getting the ideas together. And then you want to just basically be as efficient as you can during that shooting day because the shooting guys are going to cost you money. So if you can

You know, set aside one day, and you know,

you’re not prepared, you might get two or three videos out of that day, if you’re really prepared, you might get six or seven or eight. So, so it’s just about making sure that you know exactly what you’re doing. And then also, you know, I didn’t if you do kind of public speaking, but you know, the more you do those, you know, the more you talk, the more you go through something, the easier it is to just do it without thinking and took forever to feel natural. If you’re having to go back to notes constantly and do bit in tiny little bits, because you’re not really sure what you’re saying you’re not fluent with it, then that just takes longer and it becomes more difficult and you get less out of it. So yeah, if you if you could map out six or eight videos, and always, I mean, how you do that is kind of up to you. There’s lots of different ways of doing it. Sometimes I actually write a script, because I find it easier to see it and just kind of type out what I think I’m going to say

And then I’ll go through and put that into note form.

From person, she uses a blog post as well. And then I and then I bullet point here, and then we present from the bullet points so that I’m not reading. And then what that means is it feels a little bit more natural and it comes across a bit more conversational. But you still need to just run through those bullet points and kind of speak them out loud a few times in order to get that fluency. But then also remember that you can edit so you don’t have to do everything in a great big lump. And these days with editing kind of, you know, editing in a fancy way is kind of gone out the window. If you watch like blogs on YouTube and that kind of thing. People just can’t they just kept from shot to shot shot. There’s no kind of cutaways or addressing things up. It’s just like, you know, a few sentences and another few sentences stuck together sort of thing. So yeah, I don’t think people are too fast about production quality these days for social media content, which is essentially quite throw away content.

So, if you got something that’s on your website and you want he

wanted to sit there for two or three years, you’ve got to make sure that their production quality is high and it’s got some shelf life but social media content, you just, you know, it’s his dad gone tomorrow, isn’t it? Absolutely, literally with like things like stories, you’re

the stair and so.

So what I do sometimes for like scripting, so a lot of the guys in the group will have to get their scripts like approved by compliance, they’ll probably have to go through that process anyway. And I use otter to

transcribe it. So I’ll talk it through and I’ll use artists, I got it. I find it hard to write how you speak without speak. If that makes Yeah, so that works for me. Do you do anything similar for those kinds of scripting or?

No, I mean, you can use an Auto Key. Yeah, I mean, if, you know, possibly a little bit less

You say it’s a bit drier, that’s going to have a slightly less authentic sort of feeling. But if technical industry where, you know, the details are important, and there’s a lot of, you know, there’s a lot of caution around getting things right like they didn’t things and getting the words and everything spot on, and you could you could write for an autocue. Again, that’s just comes down to scripting. So you could, okay, so there’s a really good service called rev.com, which is a transcription service. So, in that situation, what you could do is

record, you know, record the audio, as you speak it. I’m sure I’m just thinking on the spot here now. You could, you could speak it naturally. Get ready to transcribe it so that you’ve got it all written down, send that off for compliance and get it changed so that you’re just making sure that the details are correct. And then use that script as a basis for your

Thank you. Yeah, yeah. So so you’re kind of it’s just, it’s just running that through the process to make sure that it’s okay. But you’re reading back on board, he said naturally in the first place. Yeah. So that that would feel authentic. But it would also be checked at the same time, if that makes sense. Pretty cool. And then so you mentioned earlier on so when it goes back to sort of map now we’ve sort of made our videos maximizing that on LinkedIn and such a massive thing, because I think when people are on YouTube, they’ve got headphones in when they’re on Facebook, LinkedIn, got headphones out, generally, rule.

set time subtitles is a massive thing. What’s your process a using wrath for for those as well? Yes, absolutely. I’ve got a video on our YouTube channel, actually. So if you search for blink back media, on YouTube, you’ll find our channel and I do a lot of videos there about how to produce video and video content and we’re going to be doing a lot more around LinkedIn over

The next couple of months. So that’s a good place to go just to kind of follow what we’re doing there, one of the better performing videos that show about doing titles for LinkedIn,

because it is exactly for the reasons that you just said that a lot of people using LinkedIn. Yeah, well, I’m having a coffee break or just on the train or something and they’re not they don’t have found up. Yeah, and and you know, you need to, you need to make sure that your message is delivered for those people as well as the people who are watching it with the sound up so you can use wave to transcribe it. So you literally just upload the web videos, the website, it’s $1 a minute, which for two or three minute video is nothing.

And then there’s the second stage to that process, which I explained the video on our channel, which is using a tool called handbrake, which then burns that text into the video. So because the subtitle file is, is is a separate file from the video file, essentially you have to combine them into one video for for LinkedIn. So

So there’s a process that you can do this free fairly quick process that allows you to do that. But I wasn’t aware of that was one thing up

kind of like getting in doing that in prep taking it back into the editing software like Romeo and then doing that. So I’m definitely looking up because it’s just been frustrating me and I haven’t been putting subtitles on on stuff recently because of that. So that’s awesome, brilliant. And anything else that you can suggest if we’ve completed our video with subtitled it we’re getting out there and LinkedIn to get maximize and get more reach any other

there’s some kind of classics of content skills, I suppose around maybe thinking about taking people so for example, if your name checking somebody or if you’re saying, you know, you know, in this book, this person wrote in this book about this idea, you know, it’s sometimes it’s quite nice to actually plan you know, a few name checks into your videos because then it gets

excuse to come to LinkedIn, check that you can tag them first. Because it’s kind of wasted time because some some caught like a opponents to or somebody that a client or a sort of somebody or prospect that you want to kind of engage, then you can say, Oh, this company is doing this thing over here and that’s great and then you can just type them and involve them. So that’s kind of for them you know, into the video and give them a chance to kind of contribute. It also opens it up to their network as well. So if you tag somebody, their networks going to see that so so that’s one way of doing it.

The we talked about kind of tracking the lights in the comment stream video as well. And then you can repurpose that video or maybe you can do it for LinkedIn, you can still put it out and you can still upload it to YouTube because you put it out on Facebook.

People talk about video being different for these different networks and it is a different networks require slightly different approaches and different formats.

You know, you might as well check it out.

shape it slightly if you want. You can create different tools out there for just changing like putting into square for Instagram and things like that. assume you’re going to be doing videos on repurchasing all of you got some stuff on your YouTube channel already about repurposing.

It’s on my list here.


And it’s on the top of the list that I’ve been doing today. Well, we will soon as you’ve done that, send it over and we will share along with a great, okay, cool. So I mentioned that you’re doing a course for LinkedIn video that’ll be coming out this year, but you’re doing some research at the moment. You’ve got like a survey you were saying about what people are struggling with. Is that right? Yeah, yeah, it’s a really quick two minute Survey Monkey survey which just gives me a super feel for you.

Whether you’re good at the tech stuff where you struggle with the strategy stuff, whether you’re not familiar with LinkedIn at all says literally like a handful of questions and a form letter and then anything else. And just say that I can when I’m building that course I can get a good sense of what people need and what that’s going to be the most valuable help the people so yeah, I mean, if if any of your viewers are happy to fill that out and bring it back to me, then I’ll send you the link for that. So great to send the link over walk it in the comments. Excellent. Secondly, if you got anything else you think we’ve covered a lot of ground on LinkedIn.

I think I think we do so.

There’s a lot of things there that I’ve taken back with like that, making sure I get my subtitles. Done. That handbrake software. I think the following up people who like and comment and not just leaving it, I think one thing Chris always said as well no comment left behind always reminds the comments good or bad. They just leave otherwise

You know, people will put something out there it says even if you like it, I think. Yeah, absolutely. The other thing is that you can I mean, there’s

there’s sort of uncertainty. And we’re going to try and test this this year about how if you include a link in a post, how your reach gets down breaking. So this, this is a thing, which is becoming more and more come across social networks, yeah, where they want to keep you on a social network. So if you put a link into your post, then suddenly, only five people are seeing it instead of 15. so and so and I have noticed that a little bit with the pace that we’ve time it is it’s a little bit of it, it’s quite frustrating, because ultimately, you’re what you’re watching to do is drive people back to our website, something so you can take them on to that next step. So

but the other thing you can do is put the link into the comments and that doesn’t affect the request so much. And if you’re going to do that, then obviously in terms of the ROI that we’re talking about, we’re getting sort of

Results from the video. You can set up trackable links for that so that you can see how many people are you can use things like bit leads so that you can see how many people are clicking on those links. And then of course, is good old fashioned Google Analytics that you should be checking, you should set up a goal or something in Google Analytics to see how much traffic is coming from LinkedIn. So if you’re going to invest a little bit in the video side of stuff, and you’re going to promote you’re going to publish

regularly then you should also be watching your Google Analytics to check that that your growth in your search results and and stuff coming in from from LinkedIn as well. Awesome. Brilliant. Excellent. So I’m guessing that we can find you on LinkedIn. Yes.

David Kelly, there aren’t too many David kill Kelly’s about. So yeah, again, I’ll send you a link but you can connect with me I’m was up there connecting with new people. Absolutely.

Like big on any other social platforms still.

We’re on Twitter, where

Back video, on Twitter, we have a Facebook page. I don’t use it that much, to be honest. But we can you can find it there as well and this YouTube channel as well, because fantastic but it will drop all the links in especially like the survey, all those products that we mentioned. And obviously your website as well so people can come and check you out. Well,

David, thank you so much for for coming on. I’ve learned some stuff already. Some short people in the group have taken a lot away from it as well. That’s great. Yeah, thanks very much for inviting me. Because I could check. No worries aren’t made. Oh, no, thank you so much. So that we have it. There was loads of value there for from David, if you want to see these. And here these interviews live join our Facebook group. If you look for lead generation for financial services on Facebook, you can also see are talking at a show as well. So look forward to seeing you in there. And I will be back next week if you got two seconds to subscribe.

That’d be amazing if you can leave us a review as well again, that’ll be incredible and we will see you next time.

017 – Ash Borland – Mortgage Broker Case Study – Just Getting Started With Video

017 - Ash Borland - Mortgage Broker Case Study - Just Getting Started With Video
017 - Ash Borland - Mortgage Broker Case Study - Just Getting Started With Video

I found Ash Borland on Linkedin and was delighted that he’s consistently using video to market himself. The aim is to catch up with Ash every 6-9months as kind of a case study to see the effects of social media on his business.

You can find Ash:

On Linkedin: https://www.linkedin.com/in/ashleyborland/
Twitter: https://twitter.com/ashborland1
Instagram: https://www.instagram.com/ashborland/
YouTube: https://www.youtube.com/channel/UCE5HX-wCyxdar6zDVdUOOBw
Facebook: https://www.facebook.com/ashborland/

Hello and welcome back to the lead generation for financial services podcast. And my name is Alex Curtis. I’m doing something a little bit different this week. So I’ve got ash ball, and he is a mortgage broker. And he’s sort of not entirely at the beginning of his journey, but is it very early on in his journey in terms of these creating video content is using social media. I saw him on LinkedIn. I think someone local to me like something that he did. And I thought, Oh, this is cool. Someone as a local broker, they’re doing video I’m going to see what this guy is up to. And then eventually we got chatting and thought it’d be great if we get him on the podcast, chat about what he’s doing it and then what his plans are and then catching up with him in like six to nine months and using it as kind of like a case study and just seeing that progress and the benefits of creating content as a mortgage broker. So let’s dive straight in.

This is my chat with ash Borland Hello everyone and welcome back to the lead generation for financial services podcast and this week I’ve got another mortgage broker I’ve got ash bowling with me ash How you doing? Very good Thank you. Yeah Do you know what I was meant to ask you about how do I pronounce your last name so i think is it ball and is it Borland it’s all learned however

we obviously been chatting for a bit before we recorded and I think that was one of my questions I should ask but I just

got it right so we’re all good you spelled it right so that’s the best

I have to have made that mistake before going live with a guy called Gary any are two hours in his house and we nearly went live with the wrong spelling so has been done before recently I had a guy who’s Paul is named Paul with the W yeah I did it pa w

that was the worst email possibly said

Is he thinks proceeding with

Yeah, he’s going ahead, you can make mistakes and things still work. That’s what I love. Exactly. Otherwise I would be out of business because

the amount of times I just winging it through life and seeing things things are going right now as it was dyslexic so it’s one of those where I can’t I’m the mortgage advisor calm read Cartwright can’t spell and can’t add up so where’s the charm I’ll be quiet

well you you wouldn’t have heard it yet but there’s a guy called David Thompson that will be on the podcast before you He is dyslexic left school with no qualifications sold his brokerage for five of your English million pounds

so not not an issue when I didn’t know that he didn’t. He didn’t tell me that before.

Lovely segue into the first episode.

Brilliant. So I found you on I’m pretty sure it’s LinkedIn. I think because you’re kind of local to me. I’m in Peterborough, you

or Cambridge, why aren’t you and you’re working in Sundance and I was like, wow, there’s a mortgage broker doing some video. And I was like, this is, this is amazing. I thought maybe I’ve inspired someone that’s like, no, never, never heard of me. I never do.

But it was awesome to see. And I thought, I’m going to, I’m going to follow this guy. And we, we had obviously some chats here and there, and then you’ve listened to the podcast since and you seem to like it. And what I wanted to do because you’re sort of is about five months into your role at the minute as a broker. So five months into my with my new firm 18 months before that as well. Brilliant and you were an estate agent before That’s right. Yeah, yes, I washed my sins,

mano. I one of my friends used to be an estate agent in London. I’ve heard some awful stories which

I’ll share I’ll share one in the you can either confirm or deny whether you’ve seen it happen so so I went well well also set right max I think was like 2008 yeah do you know Rob? more progressive prophecy

because I’m yeah I was half that so no idea

yeah okay yeah we all know Rob yeah so my next door neighbor growing up was Rob’s first employee and he before then he worked as an estate agent in London and then Rob does all these property investment conferences and things like that and and then my Max Simon would go on and because he was estate agent he would help the developers build relationships with estate agents and he was saying some of the things that he saw happen was like one estate agent went on holiday and he locks the keys to the house that he was selling in his drawers and no one else and then the other agents could go show anyone else

So we didn’t lose the sale and the commission. It was it was that cut through shopping.

I know. And everyone was amazed that those sort of things happen and kind of think about so well, if it’s a bit if it’s a big deal, it’s obviously the wrong thing to do. But I don’t, I don’t condone it. I can see why someone might want to lock the keys away to get

a massive commission deal. Yeah, I definitely have not done that.

When I the way I phrased it was like, have you seen that

I’ve seen that. I also have a little silly thing with that is I actually went my other half is from Cyprus and we went on holiday to Cyprus. See our family and I got text when I left the plane. Because I’ve got a set of keys in my car was parked in Stansted

for three weeks

totally by accident didn’t

drive down there, use the spare key and open it and oh my god. Amazing. Brilliant

can be done on purpose.

Brilliant Tanya so the the idea of this episode is I think and I said to you on ID mg I said if you keep doing what you’re doing i can i can see this working for you in terms of doing like the video content everything like that and you’re sort of the sort of the beginning of that journey of that so the idea of this episode is the catch up with you now and then hopefully we’ll catch up in like six nine months see how things have progressed with these still doing the same thing so you’re already talking about creating like a network group and doing all sorts of different things that are going to generate new leads but this this talk about the moment then you decided you kind of wanted to switch from selling houses to do in like the finance of it okay


there was a question

the question

yes so I am when I bought my own house what happened with it was housing estate agent for

Really about four years and I enjoyed the job I really did. But when I bought my own house, it became really, really clear and it sounds I had no idea what I was doing.

I was selling these houses Yeah, so I was advising people to do stuff that really I didn’t understand.

And I met a mortgage advisor, the guy did my mortgage, funnily enough,

I’m going to be I you know, he did a really good job but when I met him, I thought, Oh gosh, this is something that you can have more influence more impact and actually help more people that is genuinely what happened. Yeah,

he’s in he wasn’t that great. And so I thought, Okay, well, if I combined what I know from my stage and then I combine that with learning the mortgage side of things that I could be a bit more that could be my niche that’s where and so that’s how it started

when in stayed in my same company. So I was in corporate and I moved to cross into the financial service.

kind of learned that way.

And now really has been the last five months, I’m really able to, to become, I want to become

awesome. Brilliant. And then so how are you getting your light leads at the minute because you’re obviously working with fairly icon on the site, how many how many other advisors you start working with? And do you get given leads by the company or you? Yeah. So right now I get leads from I work with agencies because that’s kind of my, my forte. Yeah, so within a state agency still, because what I’m looking to do is be like a, like a whole mover die. So I do deal with agencies and I see them I’d go in there three times a week yeah, it’s gonna be in there all the time. Yeah, and I spend time at head office we have an orphan client banks, I’m just talking to those by Einstein and get leads from from the social media, which is good, where it kind of happened really, so I’m starting to get those as well. So it’s a real kind of wealth of

mixture yeah just very different from what it was six months ago where it was just that corporate state agency environment so it’s a completely different world really for me now awesome I think it’s great that you’re not just relying on the leads that you’re being given because I’ve spoken to

I lose count of how many brokers where they’ve gone from one role I was speaking to one person she she she you had been given estate agent type leads yeah and she was saying all my the standard conversion was like one in three she was expecting like web leads to convert in the same way like

I don’t have I don’t know how to break into I said have you spoke to any like brokers that are dealing with with web leads are you confident because I’m going to be honest I don’t think I can supply you leads that are will have a 33% conversion to say I just Yeah, I don’t think that’s going to happen and it was

This person had just dive straight out of that role into this self employed role with like,

no experience no no social media not like no nothing and it was that it is a completely different animal isn’t it? It is it really is and I I definitely am guilty for that when I first started so when I came over to so that when I’m at work for a fully light for financial planning firm and I expected like say when you’re in the agency the case sizes and massive you ever you know, people you meet are people who are buying Yeah,

but when you go into that, you know that world where it is literally just calling 10 people to hold the one person says yes, it was very, very different can imagine very much. So I do keep myself a little bit think if I was back in agency. Now, having done six months here, I probably absolutely clean up because yeah, just kind of like you say it’s a bit of a silver platter when you’re in when you’re in that corporate world. They just hand it to even book in your diary.

Wow but then so but are you preparing it now though yeah it’s been a massive learning curve of massive learning curve but I love it yeah absolutely love it it’s such a better it’s got really don’t want to disrespect the others because they are really good and my family work within that as well but it’s expensive for me because I’m a bit more there’s more freedom and I’m getting a creative person so I can’t really I don’t like


Me neither

it’s kind of cool then there’s that bridge if you’re quite entrepreneurial in the role that you are you kind of got your little mini business of you with the but working with other people under underneath the sort of another brand and you and you’re so you’re it seems to me like you’re creating a bit of a personal brand that goes hand in hand is going to benefit you and the the guys that you worked for. Yeah, and that’s

the MD he’s completely on board with.

So that’s kind of the strategy we worked out together and you know he met me the minds of you and when we were chatting and and I kind of told him my vision of where i think i think i think where mortgages and mortgage advisors will go where the property industry will go and they told Matt and then he said okay pretty much I’ve got got

freedom to do it because I don’t know too many people

but it is one of those where it’s been brilliant really good actually amazing awesome so where do you think it’s good for them I I’m presuming you’re thinking people are it’s going to be more online he thinking Pete things are going to go I mean there’s already like the first kind of like paperless mortgage on offer from some of the banks and things like that I saw something more we strategy called the ladder Have you seen that then all that is yet but that’s like a hybrid that that was like a hybrid mortgage system so I was that was that yeah i think that so that part I think but yeah, I think the whole

Industry I think what’s going to happen is I think the property industry so like the stages and stuff that is a

it’s not dying industry but I think it’s gonna be industry that’s going to have to go through an entire like revolution really yeah disrupted already hasn’t it by like the purple purple bricks so I’ve got no it’s not talking about profits with mortgages here but yeah purple bricks everyone talks about them as if they’re the future but they’re not they’ve come in purely to disrupt you can see all over the stock was that they’re there they’re not they’re struggling now but they’ve done their job yeah and I think they’ve shed light on the fact that that industry needs to change and and no matter what we do as mortgage brokers we are tied to the how’s it how’s the industry so I think the personal brand service and nourishing and all of that stuff that’s where you’re going to make your money so it’s that you’re going to have to be a service as opposed to just selling products and that’s what I really do believe that’s what

Go whether or not I don’t know where it will go into within that but yeah but give it 510 years anybody who’s doing what they’re doing now I truly believe it will it will be there so I think because even if you could do as everything online people are still going to get declines and don’t know what to do they’re still going to be people who think I need some help some advice the best way I suppose especially like entrepreneur business owners they’re always going to want to get advice and they’ll be the type of people that are going to want to kind of get the best you know work different ways they’ve been more creative in terms of get better deals

and then yeah they’re just be like seeing ads on things that social media like prompting people to remortgage I think there’s always going to be that and there’s always going to need to be advice whether everything’s online or or not. I think the for me what I love about brokers is that they can they help people get like

better deals than just going to your your bank and I think it’s invaluable as well. I love working with them and then speaking to them as well that the same reasons you got into it people still been doing it for like 20 years they still get a kick out of helping someone like move house as well. So it’s it’s a lovely job I mean it really is. It’s the best thing I’ve ever done. I wouldn’t do anything else

but you will see me and I’ll be working with Tesco.

We are catching up with you in 6911 thing I did I did pick up from so I went on your YouTube channel didn’t know if he knows some videos from 2014 on there

do you want you want to introduce that that

so before I became an estate agent yeah I actually am a fully trained former wow and that’s actually where the video stuff come in. So I was as a kid I was a fully trained that wasn’t

dancer, singer actor, all that stuff and then at 2122 decided to do something else after obviously that was 150 grams with scholarships. And

so yeah, that was my original background, you got into property. And that’s where the hybrid for my personality. It’s, I love it because it’s just performance. So that’s where the video stuff so it’s, it’s not a I feel like I’ve married up what I spent my childhood learning and combine that with with this and it’s working. So it’s really good. Yeah, I still do it only on the side. Yeah, no, I think I saw something on Instagram and it was you dancing with your fiance. I was and I was like, she’s a ballet dancer. So that’s how I met

now on a mortgage broker. And she sells CCTV so

I think

I’m asked to be one of the CO

It’s on the weekly

bit about is I’m happier now I’ll do this amazing I love it brilliant. So um one thing I wanted to talk about as well is you like facing that fear of doing video because a lot of people

don’t want to do it but I’m so I’m guessing then that background has helped a lot then. And what was it? Was it a thing for you when you

go? Yeah, it definitely was. And I tell you what I was to actually find out before coming on to hear a song to my fiance about it last night,

you’re worried because nobody else has done it. And like you said, there’s not many people doing it the moment going in front of the video and that sounds so old fashioned going in front of


a lot.

That’s like your generation.


I was definitely all good. But it’s funny because the more you do it, the more confident I’m getting. Yeah. And then then the training kicks in today. I mean, so then it is like, then I’m starting to the performance stuff. But my first couple of videos which I did, I started off originally with the homebuyer hard and then I’ve got rid of it because

it just doesn’t have a name on it. It’s a lot less than today

but um, but yeah,

it gets better definitely. And now it’s quite element. Join it soon as we finish this. I’ll do another video. Awesome. So yeah, no, I think you just got to get in front of it and do it. I think so. Yeah, I literally did just did a Instagram I set up a new Instagram account. I did a one minute video every working day in January, not the one just got the one before and then you get to a point where you start thinking about the content, not the camera. There’s like a breaking point. I guess it’s different for everyone else. And then

Now when you start like and when we first and then there’s that. And then we have the being scared of going live. And we’ve done that, for God knows how many months now you just kind of get used to it like any new thing being in front of a camera and anything is any different and I don’t think anyone’s naturally good at it like, so I think like Tom Cruise would have been back in the day. He wasn’t born good acting.

I probably could have come up with someone better you know like three MacAllan or somewhere like that. But I think I just think it’s a skill that anything else and you’ve got to like the the conference and went to last week was about feeling the fear and do any anyway.

So what did so what was your sort of plan then originally? Did you just think I’m going to practice and not use it or did you use the first ones? How did you say the first one What happened was um. Where I where it became what so to again all tongue tied with

Where where the idea came from was my man my missus well she follows loads of these influences on social media and there’s loads of industries where

you know like the so that the beauty industry all that stuff they do the beauty the fitness so there’s always people are more than happy to jump in front of the camera and show off yeah there was in our industry it usually attracted that person who’s quite introverted not really interested so there’s a huge market there for somebody who is willing to jump in front of the camera

when I did my first couple of videos I did put them up but they’ve been pulled down very quickly

because they were really really just wouldn’t yeah we wouldn’t and I think you know Gary das you’ve had on the on here already carry send me a lovely message saying I can’t hear you

so I bought one of these wonderful microphones on his brilliant and they’re not expensive on a what how much was


quid that was so nice that the road thing is yes literally I got from him telling me it was this

and a microphone and that is literally it

you don’t need to go out and get a load of expensive kit like I do the majority of my film in either so I’ve got this webcam which was 75 glitter and I that I’ve got one light

I’ve got the microphone for the podcaster stuff I don’t need that if I was just doing like video video I would literally just do it all my pixel three the camera on it’s amazing the camera on the smartphones and the minute Are you do not need to buy

a thing and then I’ve got this selfie stick but I’ve got one which is rubbish but I’ve got one that he’s got like the it’s more like a steady cams. It’s got like the suspension so none of that stuff is expensive. Not

And it doesn’t mean people are they didn’t care about the quality of the video. I don’t think it’s like that. It’s like the content. It’s you know, as long as it’s all doable, you know, wasn’t

it wasn’t

exactly brilliant so so what is great because I was a bit because I was kind of like wanting to get you on and talk about like feeling the fear and do it anyway in terms of the video I think great to hear that even though you were trained in performing you still felt like you were wooden so if people who haven’t done that and they and they do it the first one I think I’m more than that they can still do it and crack on and get better and better and better. Definitely. Definitely. I think it’s

you also feel like no one’s watching. Yeah, but I’ve noticed that and it’s really funny because I think we were talking before but you feel like no one’s watching but

This week I’ve had a few people quite a few people come up to me and go well I really love what you’re doing but nobody’s commenting as you said that they don’t and they don’t because they don’t want to be the first one to do it. Yeah and but it is it’s weird like I’ve had like my parents I said why once a week and they’ll go oh my main down when we were at the coffee shop. He said that you’re actually doing great and I think well, no one’s saying anything. No, absolutely. I think we I mean we had that same thing in our Facebook group, we got this, this group and it felt like and I spoke we’ve got a guy called Chris Ducker who’s like I get I can go on a call with him once a month and I was like, saying, it feels like I’m talking to a brick wall and then he said, just ask, just answering like What does everyone prefer the morning coffee tea just something stupid like and then I did and since then he was that interacts with see literally people are interacting Well, we’ve got people asking questions and things like that sometimes like we did it for ages.

Slide. That group is two years old now. And it’s only now people are starting to talk to us and like letting us know and that and the podcast is helping. It’s a long it’s a long game. It is a long game, but I I don’t know anyone who’s not benefiting from it that has done it for a while. That is consistent. And then I think as long as you’re and you mentioned, I don’t know what the post you mentioned was you I think he did a video on this actually, if you don’t worry about the sale if you actually just think about helping people then the sales will actually come and like I said,

I think

I think it was he would just do it because you’ve started doing those little vlog type videos where you

can run


run from when I’m walking back from the agency but yeah, it is and it’s that’s something that the oldest is about is

When I when I when you’re in corporate you do what what you want you know you do what they tell you to do and now what I’m what I’m trying to do is be the more like me and then try and get people to be attracted to me because here’s who I am. Yeah so

that’s where this is like it’s just effectively so my clients that one they’re all calling me once you’re on the phone but it’s like it’s one of those where I want them to have all access. So I want my clients to see like, I like tattoos. I want my clients and know I’ve got tattoos. I want my client to know when I’m down the shop I want I want to know everything because that way then then that they can’t be expecting something that you don’t I mean people have real people

literally there’s literally people do just like if you trust someone you like someone and especially when you’re giving because you’re kind of selling advantage. I can’t buy that from someone if I don’t trust them.

It was a penny Penny dropping moment for me was so my dad was very high up in corporate finance for years and years retired now and I always wanted to you know always that you can win everybody you can win everybody over we went for a drink and he was saying something or kind of exactly was but he was that I when I realized we were talking I would never win his business ever like so why am I even try

and assume that was a breakthrough it really well and a couple of breakthrough moments where it became really clear and I’m really quite bullish now in my appointments I charge the most money from all of my all of my competitors have never had an issue and I am very bullish in the sense that when I’m talking to clients I made them aware that the interview this first point that is for me to free them to work out if they like me, but also to me to work out whether I like that Yeah, no, absolutely and people like that is true, you know, because the end of the day

My client calls me on a Sunday and I will answer the phone. If I can’t stand them, you’re not going to then we’re going to answer the phone, then it’s a poor service and they pay for a good service. So if you think it’s again, it’s a long game and it goes hand in hand with the social media. Yeah,

but you really it’s like that old bloody sales. But you know, the raving fans you have to create your kind of tried. Yeah, and the social media stuff allows the thing really does. Yeah, no, absolutely. And Chris Duckers keynote from Friday. A couple of things he said was your tribe will get your vibe

exactly right. And then you want to attract like a magnet. So you want to attract the people that you like, and repel the ones that aren’t going to work well with you. Especially if you want to Yeah, no one’s gonna want to say call on a weekend from someone that they don’t like he really liked some you really want to work with them, then they almost become like a mate don’t they in your

You’re helping them out and then you quite happy to take that

silly example I put it up on my Instagram but like me and my other half of really into million dollar listing that I think I’ve seen into it not like I’ve got the guy’s name and that’s it I see that post and that was I we listened to his book because I listened to sales but because he’s an ex performer that then became a real estate so it kind of really worth and but yeah I was talking to these clients on Saturday and do the face to face appointment and told him to watch this and then on Sunday they will make an offer on a house and they kept sending me texts going oh you know we’re going to play Ryan sir and harmful and honest and that’s what and it’s silly and that’s the thing I’m after like after these guys like that I’m texting them what’s happened the most time because you can tell it read it

but you know like then these guys will use me hopefully for ongoing and that’s where you’ll get referred.

Might you say you will get wrapped the people you want instead of dealing with all the people who they don’t want to work may not even know them.

I love it. It’s awesome. Cool. So have you I was thinking we might have some people that were kind of working as an estate agent now and they’re thinking they like this idea of making that leap across so you got any advice for those those people just do it hundred percent Yeah, it’s the best decision if you are in estate agents and you are doing like just doing that and you are a customer focused person so you have to I think you have to be customer focused you also have to be honest so if you are if you you know if you’re an honest estate agent which is you have to aim but if you are

then definitely definitely do it and the a lot of estate agents I think I put off by the exams yeah it was for me like mentioned the beginning from being dyslexia


Yeah, do it. It’s worth it. But lots of the big corporates will pay to your training anyway. Yeah. So it’s I think, but you definitely need to if you’re going to go that route, you definitely what I would stay with your company and make the move, because I think we were talking before they said about don’t go self employed in it in like what I’ve just done now in the garden to affirm because it’s a whole different ballgame. Yeah,

but if you stay within your kind of world, so still agency, and then you make the move from estate agent to Fs so it’s a mortgage broker, then you you’re when you really well because all the clients care about in that environment is can you help them buy the house? Yeah, so your knowledge as an estate agent will separate you

from all your other competition if they’re from a bank, for example. Yeah, no, awesome. How long did it take you to sort of do all the qualifications and everything and when you or how long was it until you decided you were going to make that move and for you to to do it for you? I was on and off the year so when I left I left

called Performing Arts College in the year of working as a performer then went to agency. And the reason I was going to go into as to be a broker then because so my dad at time, he was training development director for the Cardinals group. And so when it’s called, and he said, I’ll go and do mortgages, first of all, and I just said, I can’t be bothered. I don’t want to do those exams. But as I put it off the original idea,

and then and it’s and it’s probably very similar to what you said with your guy before. So that was more of my own demons. My own kind of, I wasn’t very good at school, I didn’t really understand, so I will, I’ll just do the selling. And then I’ve toyed with the CF six and CF one books for the whole time because my sister’s a broker and my brother was a broker

and I kept seeing them doing it and then

eventually I just had it

so that’s three years of just reading it not doing it and we and then eventually it is kind of you had like a moment You think I don’t know why.

Just go for it. Yeah

and I made a transfer across to a different brand under the same company

and it’s brilliant and it was a lot It was very hard and if I didn’t know a state agency

I definitely would have saying yeah

you know I think the as anybody who’s a broken nose these the learning curve is like

horizontal vertical


don’t learn

but see how confidently pages are you think

your audience thinking that horizontal is Yeah,

get some comments reviews coming on it, but the whole horizontal vertical thing I’m not

I don’t have a clue. Gosh, but dyslexia There you go.

It’s brilliant. It’s best thing I ever did. And then

Yeah, it took about it took about six months. All in all I did. I did. Yeah, I did that. And I remember my, my loving father said to me, I was like, Oh, he said, he said, he said,

Oh, he said, You definitely, you revise. And you studied, he said, and you failed and his exact words were I think if you fail again, it’s definitely not the right career for you. Like you said,

because I can’t have my son on the train and develop director failing to test all the time

no pressure for the past.

One of my one of my favorite books is by my mentor. Failure breeds success where it’s like literally you it’s good to get to fail. You learn more by doing things wrong. And when he does it all when it goes into schools, especially when it goes into like public schools, and the kids have got loads of money they can go and do whatever they want. He says, I wish you all the failure in the world


You that’s where that is literally the best learning sucks it does it does suck but then you can always take you can always take positives out there I think I always thought yeah and I think you’re you’re right it’s it’s never nice when you’re in it not always look back I think it’s when you’ve got over it and you look back and you know that was actually good about your comfort zone is there I mean it’s just one of those things but just got to keep getting

quotes I love is

it’s not crowded in the extra mile so like when because there’ll be a lot of brokers thinking oh you know Gary’s in video now she’s doing video now there’s not as I think there’s plenty of room for hundreds more but in terms of like that the brokers in general there’s thousands of them Yeah, but what it must feel competitive and crowded marketplace but then you’re going the extra

Mind with this video stuff that then it’s not crowded that you’ve got, you’ve got no competition I’ve never had, I don’t I don’t worry about the competition. And that’s really like an award I did a year ago. So it’s really silly. But you’re right with Gary, that and I think the more brokers who can do this, the better like because once you start doing this you start investing in yourself I think. Yeah, man when when someone says, Well, why do you charge x and they charge why instead of getting in this comparison. You say, Well, I chose that because I’m me. Yeah. And I don’t make comments on what they do. So don’t mean that like it really and I think the thing where and Gary does does this and I’ve had lots of debates within our kind of office about needing your niche you really are gonna

you’re not going to lose I think you’re just not going to be the best you can be. Yeah, I think just having that focus, especially if you’re doing like content for us when we start our agency.

We used to be the lead engine was lead generation for anything. We worked on all sorts of things, sports products, engineering companies. And it was hard in terms of marketing, but also in delivery because we were now because we just do find it services. And the majority of the stuff we do is mortgages. We’ve learned so much in terms of delivery, we can deliver mortgage work easier, but also when we’re marketing as one of the podcast. So, you know, if I had just done a lead generation podcast, I wouldn’t have the listeners that I have now because it’s not for anyone. It’s for everyone. Then you’re the podcast you say and I wrote a review on yours I think you’ve already seen it

I’ve been looking for so you’re saying about me doing the videos and Gary and stuff but it’s the same with the podcast like I’ve been looking for podcast podcast that does what you’re doing for years like there isn’t anybody doing it and it seems really weird in our industry that nobody is doing it everybody’s a bit shy. Yeah. Every other industry

This podcast for everything. Yeah, I mean, and there’s no reason why a broker can’t do that. But we had Pete Matthew on. He was episode one. He’s a financial planner. And he did a podcast and he’s like 810 years in now. And he’s ridiculous people queue up to work with him. He said about and this is what I was in the chat because actually, that’s when we were talking about me getting on. Yeah, because I was in the gym listening to that. And he was talking about Gary Vee. And I was thinking yeah, like you

talking about that. No, mortgage advisors are doing that if they did, and he was literally just saying what I’m doing and I was like, brilliant I’m definitely on the right track. No one’s liking it. I’m still this guy says he’s right. Definitely. I think that it’s it’s literally is it literally is like baby steps, baby steps, baby steps and I’m not I mean, I’m just getting started myself. So I’m not one to talk about these things. But from what I’ve seen of people who I’ve luckily I’ve created a master minds

of people that have gotten much

podcast audiences and they’ve been doing it for five six years and from there it’s just they’ve all do the similar things in it and it just kind of kind of works it’s all each other like you said before that I

had a couple of brokers messaged me which again I said this the other half about it again I said this is where you can see where some people think that you become an influencer. And I’ve only done it very small that time. But these young brothers have messaged me saying what would you do and I think you’ve already

figured out

he’s lovely because that is part of it. It’s not like you said it’s not about I’m not worried if other people the videos in fact, if anybody learning your lessons are doing videos, I’d love to talk to them because it’s it you know, I want to be a home buyer specialist. But if you’ve got somebody who does buy to let it really want to do that, and I mean it’s always fun and that’s the reason why you can’t do a color video with with someone

and you talk about your expertise they taught there there’s


That’d be awesome

it was cold well we’ve been recording for nearly 40 minutes which feels like

three minutes what I wanted to do with you is set some scary goals for when we next speak okay so six to nine months and then we’ll we’ll come back and listen to this section in fact we may we could play it out in six nine months so what in terms of the the marketing the the lead gen everything you’re doing what your what’s your scary goal a scary go so doesn’t need to be realistic like

I should be getting seven like a lead every day from my videos I don’t spend any money on something like that something crazy that would be

I would be looking at I’ll be looking for a lead but maybe three leads a week from my from my social media which

Hopefully animals are looking for

I’ve been looking for a bigger reach on social that’s what I would like to be some I’m right now the focus on leads it’s that’s lovely in the back burner because I think it’s a so right now I would like to be a further reach so that my goal would be that more people reach out to me and you know that’s for you know be that brokers or be that

be that yeah like clients but reach out to me via social media that would be if I do get my lead source to be 60 70%

for social I’d be absolutely

brilliant I think I’m gonna say I think anything at nine a week nine away yeah okay and then we’ll we’ll play this Facebook posts

and we’ll see see who wins the winner gets a prize

I think that’d be really awesome to do and I hope it’s well above what you’re expecting

think so I think if you keep that consistency going because you are literally pull it putting it out

you know really yeah is that which again is one of those that’s one thing I would say to anyone who’s good doing it if you want you’ve got to really love it yeah

yeah cuz may not be video because I if you’re if people feel that the video the podcast is another thing that you can do and you can push quotes on that for that can be you create that one big bit of content whether it’s video podcast whatever and then you can use that as your your bits for social and you don’t have to interview people you could do like solo one there’s so many different opportunities yeah I mean there’s loads of exciting stuff I have loads of ideas of what I was like I made a little black book Bible my ideas for where I can take things

because the main thing of mine is literally just trying to lift the lid off of the estate agents the industry and that help people with that so that’s really so when you go and speak to the agent when he says your offer needs to be qualified buyer in house moment.


explain to the agent the clients are actually what that means because there is a spirit the smidgen of truth within that

but not the full lots of that so that definitely Yeah Then what about

here and we’ll end on a strong note

key takeaway right the other week just slight not

for the love it do you thank you so much for for joining me sharing everything I’m really excited to get this episode out there and then I’m really looking forward to that catch up episode where we play that clip back and said I see where you are with it and obviously following you and give you I can get I feel like I can give you more banter now and your your posts go for it please do

even just some nasty things on there there’s at least at least that involves a lot save the nasty stuff with the M’s and then

the banter for the for the public.

Thank you Mike so have you What is your where’s the best place for I know obviously on LinkedIn is Ash ball and what’s the I can’t remember your Instagrams all over it so I’ve got

literally everywhere

at Borland on Instagram yeah I’ve got Facebook page which is connected to that which again is just attached Borland I use Twitter which is the some idiot took a dashboard and so it’s at Baldwin

mess that the consistency and then and then LinkedIn as well which is just me yeah they all kind of have the same stuff and been more active on Instagram or anything else yeah no matter Instagrams my preferred thing I have no continuity or or any of my social media stuff I try to well there’s like a million people called Alex kurz for Star is like the most common name ever but my my Instagrams like Insta Kurt yeah

just tweet okay


last night and my mate who was singing with me he said who’s into the case

because I was messaging you

know His name’s Alex


yeah that’s it

really yeah definitely Instagram is the name of because I’m I love the stories as well another story so brilliant Everyone follow ash given some banter encouragement

completely full

just that deleted them

but yeah definitely I would recommend following the the Instagram for the stories just having a look at some of the content that you’ve got that kind of design that you’ve got your posts in terms of your tips and things like that there’s loads of things people can from learn from seeing that and it’d be great to see that grow as well. Brilliant. Thank you. All right, mate. Thank you What we’re going to start

I know and we’ll speak soon

and then we have it I’m genuinely excited to catch up with ash in like we said six nine months we’ll definitely get him back on the podcast just see what kind of effects you know how’s he stuck with it as he you know, a lot of people do this kind of marketing thing and and give that but I’ve got a I’ve got a feeling that actually is going to be very successful seems very driven all the kind of the things that he’s been talking about, I can tell he’s got the passion for what he does, I think he’s going to be very successful at it. So I’m very excited to see where he’s getting up. And I made a bit of a bold prediction about the leads that I think he’s going to be generating from the content that he’s doing. So if you enjoy that chat with ash if you’re a mortgage broker, or if you are, in fact if you do any kind of financial service, even if you’re at that beginning of your journey, and you’re happy for us to document your your journey, please do get in touch with me if you join the lead generation for financial services group on Facebook, and then chats me on there and we’ll see if we can set something up if you’ve enjoyed

The show please do rate and review us it really, really helps especially in iTunes so I would appreciate that and then I will see you next time for another episode of the podcast cheer CRM.

009 – Nicole Osborne – Social Media & Personal Branding For Financial Services

009 - Nicole Osborne - Social Media & Personal Branding For Financial Services
009 - Nicole Osborne - Social Media & Personal Branding For Financial Services

Nicole likes to help people sell more on social media using their personal brand but without boring people. How the power of video can help people get to know you, like you and trust you.

Nicole’s website: https://lollipopsocial.co.uk/