Hyper Local Marketing is all about owning all content about every aspect of your community...at least as much as humanly possible.

Consider this thought experiment:  What would your business look like if you run it like you were running for Mayor of your community?

This question puts a whole new spin on prospecting.  Shaking hands and kissing babies is nothing more than building a prospecting database.

Creating content about the community reminds your "constituents" who you are and that you care about the community.

Using your content marketing chops to promote transactional partners, local business owners, and your favorite reasons for living in your community will position you as the most famous person in town, online, at least!

Local marketing is 80% community and 20% business.  If you live and work in a small community, do some local Google and YouTube searches to see who you're running against for the online Mayor of your community!

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Future Proof Your Pipeline as a Video Content Rainmaker - ⁠⁠⁠https://MLO.Expert⁠⁠⁠

Ginger Bell is a legend in the mortgage world regarding education, content marketing, video, and being a mortgage influencer.

It was my immense pleasure to join my friend in a fantastic conversation about what a mortgage influencer is and how you can become one yourself.  Just get started!

The good news?  We're all here to help!  I hope you enjoy this conversation as much as I did.

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Future Proof Your Pipeline as a Video Content Rainmaker - ⁠https://MLO.Expert⁠

A Demographic Niche helps you focus your content on the clients you consider your "favorite" people to help.

Whether you consciously know it or not, you have patterns of specific clients, loans, guidelines, or other factors that you specialize in and enjoy doing.

Creating content about your favorite clients will deliver high intent, high trust engagement with the kind of client you like to work with.  

Content marketing allows you to attract exactly what you create content about. This episode covers Demographic Niches.

I'm going to give you three examples (sometimes more) for each of the following Demographic Niche categories:

 - Employment / Employer

 - Life Events / Economic

 - Generation Specific

 - Interests / Hobbies

Attracting and working with your favorite clients is a by-product of you sharing your experience and expertise around solving the specific qualifying challenges of a demographic of online consumers.

When you can make a personal connection with your client, the entire process is more enjoyable for you and your client.

My goal with this episode is to either show you how you can do more of the business you love most or to help you realize the incredible opportunity around creating content about your favorite clients.

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Roberta Ravella is a friend and marketing strategist who understands the power of story selling to earn trust.

This was a great conversation because we explored some simple but profound truths about the differences between advertising and marketing, educating and selling, and the importance of using stories to bridge the trust gap between online consumers and your inbox.

If you stick around to the end of the conversation, Roberta makes a very generous offer of her time and talent, no cost, no catch.

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Mortgage content niches not only deliver 100% inbound consumers to you that already know, like, and trust you - You also have the opportunity to only work with the people and loan programs that you love!

This overview breaks down mortgage content niches into five categories:

The real purpose of defining your content niches is to serve a more defined prospect pool better.  This means closing more of the loans you know best for the people you love most.

Once you identify your favorite clients and programs to work with, your experience and expertise develop in those niches, attracting even more of the business in your wheelhouse.

Over the next few weeks, we'll unpack each of these, and I will give you specific niches that I've mastered and why each of these niches works so well as content marketing topics.

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Telling past client success stories is the easiest and quickest way to start your content marketing strategy.

The great thing about past client stories is that you can put yourself back in the time and place where you overcame this challenge or that challenge with a closed loan at the end of the journey.

When sharing past client stories, you show viewers that you've done this before. 

"This isn't my first rodeo. I can solve your problem too."

This strategy is not limited to closed loans either.  If you have borrowers that made a fatal mistake during the process, or property or title issues killed a deal, these are great stories to tell.

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Future Proof Your Pipeline as a Video Content Rainmaker - ⁠https://MLO.Expert⁠

Questions consumers ask about qualifying for a mortgage are all over the internet.  In this episode, we will discuss three different places to find consumers' questions.

You can find the questions consumers ask:

Using our 3 Points Script Template, I'll show you how to find the "hook" of your video to capture the viewer's attention.

We'll also discuss how to unpack the hook in the context of the question, issue, or complaint they reported in a consumer review.

This is the third of a four-part series designed to give you the confidence and content topics to market-proof your pipeline as a Second Opinion Specialist.

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In this episode, I show you how to research optimized mortgage content topics as video topics using a keyword/phrase research tool called Answer the public.

This powerful tool is a search engine that searches the "suggested search" questions that pop up when you start typing in a google search bar.

This search engine provides you with the questions that 40% of consumers click on when researching that topic.

You will also learn how to use the "People Also Ask" section to strap booster rockets to your video content keywords

Finally, we'll show you how to structure these search terms into a script designed to capture the viewer's attention and keep their attention, earning their trust and their business.

This simple, repeatable process will provide you with an almost unlimited number of video content topic ideas

If you have any questions or comments about this video, hit me up in the comments section, or you can find me in the SOLO Community.

Really want to do a deep dive?  Feel free to grab a spot on my calendar!

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The biggest hurdle for new video creators is confidence. Being a second opinion loan officer requires no effort....it's what we do.  We are confident that we can solve almost any loan problem because we've "been there, done that," and there are very few surprises anymore.

Lacking confidence because of how you "look and sound" on video is a hurdle that can be overcome through repetition and practice.  The more significant hurdle preventing most loan officers from being content creators is being confident about WHAT you will talk about and HOW you will talk about it. 

The four episodes in this series include:

This episode will introduce you to three sources of almost unlimited topics to talk about and a universal script template that will help you structure your videos to capture and keep the attention of your viewers.  

My goal with this series is that you will emerge on the other side with enough confidence to dive right into creating content and positioning yourself in front of the massive audience of online consumers looking for a second opinion about the questions they have about qualifying for a mortgage.

I hope this is helpful?  Let me know if you have any questions, comments, or feedback about this episode.

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Future Proof Your Pipeline as a Video Content Rainmaker - ⁠https://MLO.Expert⁠

Video content creator David Xie joins me in this episode of the Second Opinion Loan Officer podcast.  David is someone that I've watched grow into a successful video content creator over the past 18 months or so.

David is a member of the FMWH Expert Network, so we are helping him get his content published, promoted, and converted - but that's not why I wanted to talk to him.

I did this interview to show you that it doesn't take anything special to achieve incredible success as a second-opinion loan officer.  

David "gets it," he's committed to the strategy and keeps doing the work; today, he has consumers contacting him directly from his videos every month.------------------------------------------------