The Content Formula That Took Me from $100K to $10M (Live Masterclass)

And today's episode is really special because I have a friend here in Las Vegas who invited me to come speak to his private group of entrepreneurs here in Las Vegas. And so it was not meant to be a super polished keynote speech. It was more of just, you know, pulling back the curtain and just being real with a group of 50 people, a lot of people in real estate, but other industries as well. And it was just really going deep on what is the content strategy, what's the real way to win in 2025 and beyond? What are the components? Like what are the things that people don't talk about and how can you piece it all together? I think a lot of people feel overwhelmed. So I wanted to break it down in the simplest way possible to people to go to the next level. And I thought afterwards, man, these people in this room are trying to build their personal brand, create more content and take it to the next level, make more money, have a better life, all those kinds of things. That's exact audience for my podcast. So I, I'm glad I got the permission to publish this publicly. And I think you guys will get a lot of value from it. So let's get into it. And then one quick favor. I'm putting a lot more effort into these podcasts and to my YouTube channel as well. And so if you get value from the podcast, please share it on your Instagram story and tag me so that I can. I know that you guys are hearing this and I know that you're getting value from this and I can continue to just be pump to put out the absolute best content for you all into the end of the year and beyond. So tag me on IG and let's get into today's episode.

I was stuck at this level. I started putting out shitty videos. I would love to show you guys example of these. You know, it's bad, by the way, when you can't even watch your own content. So you know when you get those memories on social and it pops up, you're like, dang, like, I can't even get through this. How is somebody else watching this shit? You know? So that was me. Even with that shitty content, by the way, I was getting opportunities and more referrals from people sending me deals. I wanted to work with investors to help them finance their properties. So I was just getting more flow. Then I wanted to work with agents who would send me opportunities and send me deal flow. So that was starting to grow. It really started to take off for me. 2019, and that was my first seven figure year. So just by doing content, even messing around, doing it incorrectly in 2018, I was able to go from six figures, break through that ceiling and make seven figures in 2019. And then it just kept growing exponentially during 2020, 2021. And a lot of people will say, well, Neil, bro, during those time period you just made a bunch of money in real estate mortgage because interest rates were low. And I was like, well bro, then why didn't you make millions of dollars? I'm just curious, like if it all it took was good market conditions, why doesn't everybody make millions of dollars when market conditions are good? Why is it that somebody in this room is going to make 100k and then four seats over somebody's going to make a million? That's 10 times difference. That's a thousand percent difference. Why is that? And the difference is you guys both have the same day hours in a day. You both probably have family, you both probably have the same obligations. You're probably relatively similar iq. Can't speak for everybody here, but I'm pretty sure we're all smart people, we're in this group. So what's the difference? Well, the difference is they're probably using a more efficient strategy to reach more people and get more people into their funnel. And so if you're always focused on the very bottom of the funnel, which is, who can I do a deal with this day, this week, what happens is you're on this treadmill or this hamster wheel and it never stops, right? So you'll go by a decade and you'll make money along the way, but you'll be in the same place. And so what I would love to share with you is like, hey, I wish I would have done this before because I started doing it when I was 38 years old. Now I'm 43. Like, I wish I would have done it when I was in my 20s or early 30s, right? Because that would have set me up for bigger success. So obviously it's not too late. But I would tell you this. At some point, it has to be more. There has to be something in your business that's more than just this month's numbers. Because if that's the case, you'll just run and eventually get burnt out. Anybody feel burnout from time to time? The fuck. If you guys didn't raise your hand, you're lying. You know, what are you guys doing? I want to take what you're taking. But if you guys wake up pumped every day and you're never Burnt out. Like, that's bullshit. I think, like, at some point, everyone's feeling like, man, this is a tough market. It's not easy as it was. I would love the easy market from four years ago, but it's tougher these days to succeed. So what's that difference? What's that shift gonna be? You know what I found out, bro, is everyone tells you things are saturated. Nothing's saturated because most people suck at what they do. You know, everybody's like, yo, bro, you know, like, don't get into this. Don't get into that. Content saturated. Podcast saturated. This real estate strategy for getting clients to saturate. No, it's not. Because most people don't do it correctly. And what I found is I like, this year, I've been doing content for five years. I just started a podcast, and it's blowing up. This year, people told me podcasts are saturated. But no, it's not if you do it correctly and you actually go into it with intentional. So I know everybody tells you guys to be consistent with what you're doing, but I want you to flip that around. You need to be intentionally consistent. Like, it's not like I've seen people be like, dude, I've been doing the thing for two years and get anything from content. Like, did you ever look back to see what worked? Did you ever see, like, you know what? Can I make the tweaks? Success leaves clues. If you post 10 videos, two of them are going to do better than the other ones. What's the difference with those two? How do we do more of that? So I started doing this, right? And started getting better along the way. What happened was people from the industry started asking me, hey, bro, can you teach, like, what you're doing? You know, because you were obviously having success. Can you come speak to our group? Can you teach? So I started doing events and speaking, speaking at, you know, small groups, and then leveled up from there last year, bro. I did this for years, by the way. And that's how I built my network, is just going to events. I would be an attendee for many years. And then I started to speak at the events. What's crazy is last year I was with my video guy and we flew to Florida and I was speaking at an event. And afterwards we did it. We went there, we spoke, we did a Q and A afterwards, and then we left. Okay. When we left, the guy, my video guys with me, Paul was like, hey, bro, how much did they pay you for this? I was like, they pay me 20k to come speak right to this group in Florida. And it's not that much money compared to how much we could make in our business. But he was like, bro, that's the easiest 20k you ever made. You were there for an hour. And I was like, no, it wasn't like you weren't there for all the years I did this for free. You were there, like when I would pay someone to sponsor them and to actually speak so I could have the opportunity to get the reps in and build the brand and get the content out there, right? So what that tells you is that when you're doing this personal brand stuff, when you're doing content, when you're building yourself, you're doing all this shit for free. And you're like, man, when does this pay off? But if you do this correctly, someday you will be compensated. Someday you'll be heavily compensated for the thing that you used to do for free. I'll give you an example. There's a company that sells software that helps all the people in this room, like convert more leads. It's just a, it's just a marketing thing, right? I was already using that. And I would tell my followers about this. That company pays me $100,000 a year just to promote the product. I was already doing that shit for free, right? I made 250 grand last year from speaking. It's not much compared to how much I make in my businesses. But that was cool. Like, that was the thing I was going to do anyways. For free, for fun, right? And so it starts to open up new opportunities. Along the way, I've connected with people that have led me to even bigger business opportunities and connections. Like, it's the developer you meet at an event or you speak somewhere. And because you're speaking and you have a brand on social, they want to talk to you and they connect you with this opportunity to run this deal or to sell out this development or to work, to collaborate. And now all of a sudden, instead of getting your next deal, you're now getting 100 deals, right? And so it just opens your mind to like, bigger opportunities. This makes sense for you guys. And so what I want you to think is like, some of you are already doing this, but the few of you who aren't, and those of you are doing it, I want you to take it more seriously this year. But if you start thinking bigger and not with your entire day, you still need to do the day to day stuff to get the, to close the deals and make the sales. But on the other end, what's the strategy? That is long term. How do you serve, what's your name, sir? Yes. Nathaniel. How do you serve the Nathaniel of 2028? Right. You're taking care of Nathaniel 2025 right now here?

Yeah.

What are you doing for 2028? Right, and most people aren't doing shit. So then 2028 comes around and it's just like 2025 now, if 2025 is a good year and you're cool with that, that's fine. But for me, I want there to be more value to my work. You know, I put in a lot of work. My hair is all gray now. You know, like, I've been through some stressful times in this industry. It's not easy. So I would like it if there was more than just a little bit of money. Like, I'd like it if there was some value to all this knowledge in here. It's not just about running because at some point you're going to be tired of running. You get it? Just get burnt out. Right?

So I hope you're enjoying this video and I want to continue to put out the absolute best content that's going to help you move your business and brand forward. But I need your help. So many of you guys are watching this channel, but you're not subscribed. And that's the number one thing that's going to help me grow. So if you haven't done so already, hit that subscribe button. Normally I'd have a fancy ad read and promote some product, but today all.

I want you to do is just.

Subscribe to the channel. And now let's get back to the episode.

Think about this. How could you be serving the future you? Okay, now the way I do this is through content, okay? I got all these cool opportunities, but this is the system that I came across that works the best. And this will work whether you want just to get more brand recognition, whether you want to get more deal flow, whether you want to raise money. And you might be thinking, neil, dude, I don't want to raise money right now. I'm just doing my business, I'm flipping deals. Or we're doing wholesaling, we're doing this. That's cool. The three years from now, you might want to raise money for something big. And that might be your $20 million opportunity in the future, right? So unless you start now, it's not like you can wait till 2028 and be like, yeah, I'd like to change my whole business, right? You need to be setting this, planting the seeds for the future years. So if that's you, this is the system that worked for you. So the system is content connection conversion. So 3C's content connection conversion, if you miss one of the three steps, you don't get the return. This has been like the formula that changed my life, honestly. Right. So you have to put out better content. Well, what does that look like today? Right? The content game has changed in 2025. It's different than it was a year or two ago. Any content creators that have been doing this a while, they'll tell you the same thing. What works today is different. It's actually easier for people with smaller audiences today, people with big followings and big audiences are pissed. The reason why is because, as you know, some of, you know, maybe don't know, the algorithm changed from the social graph to the interest graph. So. But that means every and every algorithm except for LinkedIn has changed. So that means when you go on Instagram, when you go on Facebook, when you go on TikTok, and TikTok's banned now pretty soon, but they'll probably bring it back. When you go on these platforms, even YouTube, the videos shown to you in the feed are not people you subscribe or follow. They're people there's content that you might be interested in. So when you start scrolling Instagram, you'll notice, like, you'll see some viral videos, you'll see some videos from some big creators and maybe some of the people you follow. Then all of a sudden you'll get a video. Nathaniel. And it might be like it has 13 likes on it or 100 likes or something. You're like, well, I don't follow. Daniel, what's the deal? Well, the algorithm thought you might be interested in this guy because of what he said. So it's just presenting your content. So this has been going on, but now it's shifted even more to where if you start scrolling, you'll notice a lot of people are getting an audition with you. So you need to be that person to put out more stuff. So what do you put out? What works? Well, the more produced content that we were doing for the last few years doesn't work as well. It needs to be more raw and authentic. How do you do that? There's a lot of stuff that I was posting in my story, kind of showing people behind the scenes, showing what I'm doing, maybe saying a quick story. Those videos need to. Some of those are now in the feed, just quick selfie style. I'LL give you an example. Yesterday we were at an event in Florida. I spoke at, and I flew back last night so I could be here today. We spoke at this event. We made a dope highlight video, like with my video, guy looks sick 4k. All the cuts, all the, you know, effects, all that good stuff to promote how we serve this group and how dope it was. It got like a few thousand views when I got home. I'm so freaking dumb. I left my laptop, the MacBook Pro and the seat back pocket of the plane, okay? And I left. Then I got to my Uber. I was like, oh, I don't have my computer. It's on the plane. So I run back in, they're like, bro, you can't go back. It's gone. Fill out this form and then we'll try and find it. So as I'm walking back to my Uber, I'm like, first of all, I'm like, I'm a, I'm an idiot. But I'm like filming a video selfie style, right? And I'm like, hey, I just left my laptop on the phone on the, on the airplane. And has anybody ever done this? And like, did you get it back? I feel like an idiot. But like, let me know. That video that I posted at 9 o' clock last night, I think got like 15,000 views. And it's not produced. There was no fancy edit, there's no caption. There's no, like, we didn't give it to the team to push it out later. It's just like raw in the moment. Post it. That content is doing better now than the produced content. Does this make sense? Also, it doesn't have to be where all used to be. Like, you need to post 90% of your content about your thing, your niche. That's cool. But now you can. Each video is being judged independently. So if you make a video that people would want to watch, people watch it now. Someone's going to be like, neil, that's all good, but why does it matter that you lost your laptop? Well, you just asked me. She's like, hey, Neil, did you find your laptop? When I walked in here, I'm like, how'd you know?

Oh, shit.

I remember. I posted last night, right? So what's crazy is we might do business together because I lost my laptop, right? That's the weird thing. Somebody's going to remember you. I have this dumb thing I do in my Instagram where my doctor a few years ago told me that you need to stop eating so much Sugar. Like, I'm addicted to sugar. I have add and I don't know why. Like, I just like treats. So donuts, they like the. That. Like, if you put donuts in front of me, it'll mess me up. It's like my crack. So I call this contraband. So every week, if there's contraband around, I'll post it and I'll be like, yo, this is contraband. Like, I got to stay away from this. Who did this? Who brought the donuts to the office, right? The dumbest thing you would think, nobody's interested in this. People come to the events and they come to the office to meet with me and they bring me donuts and they're like, bro, I brought you some contraband. Right? They're doing business with me because of donuts. It's the dumbest thing you've ever thought. But you know why? Because I can't compete with Gary V. And Alex Harmozi on entrepreneurship advice. I'm just meal. I have great advice. But they can get that advice from all the people. So when you post motivational content, you post all this advice videos, they can get that from these thought leaders. You're not necessarily there, but what do you have that they don't have? You have your personality, the way you deliver content, the way you connect with the audience. So this is a big piece of your content strategy. And most people, including some of my friends in the content game, won't do this because they're just. They're too self conscious or they're too nervous about putting themselves out there. There'll be buff dudes on freaking TRT and that ripped. And I'm like, hey, post that video that you just talked about. That's a great piece of content. No, I don't want to post that. I look dumb. I'm like, okay, like, your fear of being embarrassed is the reason why you won't get the opportunity that I'll get. Like, I was with Jesse Itzer, he's a billionaire and he told me this. He's like, the fear of being embarrassed. When I got over that, that's what opened all these doors for me. I just said, effort. I'm going to do it. So content falls into a couple different buckets. Education, entertainment, inspiration. So I like putting out educational content because it does show your expertise. You need to do this in two different buckets, okay? One is if you want to reach a lot of people and get followers. The other bucket is if you just want to go narrow and get some deals, okay? Or get some clients or referrals, whatever it is you're looking to do. A lot of people judge views for their content the same. But if you make a bottom of the funnel video, which is like, I'm raising money for this deal, or send me a deal, or here's a property in the property, if you're interested in purchasing this, like, those are bottom of the funnel. Those are going to get less views. So don't judge those as a failure because the viewers of those are higher value to you. But then on the top of the funnel, content, that's just videos to get people to follow you. Think about this like, everybody has a tent. We're all in a field, right? And some videos are just meant to get some people in your tent. So you imagine like people on social media just walking past the field and then they see somebody's tent, and they're like, oh, here's a tent. And there's like two dudes in there and there's no music and it looks weird. You're like, I don't want to go in that one. Then you walk by and then mine's going, and there's some music and there's a bunch of people having fun and smiling. You're like, okay, I might go in there. Now, most of the people in your tent will never do business with you. They'll never do anything. But there's value to just having people in there. So some people, it's just about getting, getting to follow you, getting them in your. In your funnel, and they'll never do anything with you. That's cool. So top of the funnel content, the way you do this is you need to make more observations and do less expertise. So, for example, if I were to make a consumer finance video, and I was like, this is the best credit card you need to have. And here's why. They're like, well, who's this guy? Who's he to tell me that is what they're thinking? Even if they don't say this, versus if I said with the same video, I start the video and I said, this is the number one credit card. And 83% of people under the age of 30 are using this. They're like, oh, well, 83% of people are using this. I want to know what that is. So that's just my observation. They don't have to judge. Am I the expert? Should I listen to this person? It takes away that whole question from people's subconscious. So then they watch those videos. So what I found is if you make observation content, it will reach more people and you'll get more followers. When you make expert content, it will get you more business, but you won't get the views. Does that make sense for you? Is this helping you guys, by the way? Okay, good. So these are the two types of condo. You need to put those in two buckets. So on a period of time when I'm like, you know what? I need more followers. I need to grow my account. I don't have enough followers. I want more social proof. Okay, well, let's go hard on observation content. Like, check this out. Look at this property. Look at one of the worst flips I've seen. Or look at this deal. Look at this place. Or something went wrong. Something went great. People just want to watch it for entertainment value. So that's what you need to do on the buckets. Now this will help when you do conversions. Okay, so. And I'll get into conversions last. So that's content. We're going to get better content. We're going to be more raw, authentic. You do need to reach a minimum level of quality. So even when I'm doing a selfie video, I am wiping the lens, okay? Some of you guys and gals, like, when you post your videos, I'm like, bro, it looks like an iPhone 2 because you have chapstick across the lens. So that's because it's on your face, your hair, you know, all that shit. So just wipe it off. It goes from an iPhone to an iPhone 15. Even people like, hey, let's take a selfie. You don't notice it. Wipe it off first. So just be militant about that. Because people treat you better when your content looks better. Okay? Be like, if me, if I rolled in here with the wife beer on, and I smelled like, I'm still knowledgeable and I should be listened to. But some of you guys would be like, who is this guy? I'm not listening, right? You would treat me different, right? So make sure that at least it meets a six out of. On a scale of one to 10, six to seven is your sweet spot. You don't want to go 10 because then it looks too produced and people don't watch it. Think six commercial. But seven or six to seven is the sweet spot right now, okay? So you can do some on the phone. We're doing now over half the content on the phone and it's reaching more people than when we do it in studio. Now we still have a studio with. With the expensive cameras and the lights and that. We Do a podcast. That's. That stuff works too. So just mix it up. Okay, now this is on the content side. Now for connection. I talked about this a little bit earlier. You need to do things that are not business. If it's all numbers and all business, you're missing out on the biggest opportunity for personal branding. So people connect with you based on your interests. So somebody in here who's a big fan of a particular sports team in here. Go ahead, sir. Lakers. Lakers. So this dude. What's your name, sir? Jc. JC might be the biggest Lakers fan in this room if he would just tell people that on social, he'll get more business, he'll get more opportunities, because there's the algorithm, like, literally lim him wearing something from Kobe or a jersey or a hat in the video. Automatically, the algorithm is so dialed, it will show it to people who have the same interest. So a lot of you guys are. Are suppressing the thing that would literally connect you with the most money, which is the things that you're into. We had a dude outside at the event in Florida. He's like, I'm a degenerate gambler. I'm like, probably don't put that one out there. But whatever else you're into, you know, like, you should be sharing more about this. And probably the gambling one might blow him up too. I don't know. But when I think about what to share from my personal life, I put it in these five Fs. Food, faith, family, fitness. And then the last one, which the women made me add at the last event, was fashion. So Food, faith, family, fitness, fashion. So. And you could replace one of those with whatever you're into. But you notice what Ryan does a lot of. He shares his faith. You know how many opportunities come to him because he's open about his faith and he has the courage to say this regardless of the fact that some people might unfollow him, some people might leave him a nasty comment. He doesn't care. He puts it out there because of that people connect with him and that more luck flows his way. So the more things that you share from a personal standpoint on social media, the more luck comes your way because it's just another opportunity for someone to connect with you. So this is contraband. This is the Lakers. This is whatever you're into. Somebody's into hiking. They make one of the videos every week on the hike. More people connect with them because it shows to other people who have outdoors interests. This is the game, is doing this stuff, incorporating it, your Kind of doesn't need to look like everybody else's, it needs to look like yours. And the only way it's going to look like yours is if you put yourself in it. So this is the game. And you'll get more comfortable sharing personal things as you go. On the family side, I'm really open. I share a lot of stuff with my family, but some people, like, I don't want to put my kids out there. That's cool. Share as much as you're comfortable with. I will tell you this, you know, I talk a lot about my family and I'm glad this came up earlier. Like, people, somebody was talking about, hey, they, you know, you need to have more balance with work life. How many of you struggle with, like the number of hours you work and then trying to keep a happy marriage? Anybody. Everybody else is single or you guys just have a perfect marriage. Yeah. Some of you guys are just crushing it. Okay, good. Well, for everybody else who has that beef, every once in a while, I'll tell you this, you need to put your spouse first. You know what I mean? I know people know about this, but I, I was doing this business for a long time. It's very demanding on the time, especially entrepreneur. Your brain's always flowing. I will at some point along the way. I think this was like now, three, four years ago, my wife's like, hey, Neil, we're learning to live without you. And I was like, that was a wake up call for me. Like, hey, you know, if you're doing all this for your family, but then if you lose your family in the process, what good is that? You know what I mean? So what you need to do is dial that in first. What happens there is you'll be a beast in business. I know when, when things are off at home and if some of you can relate to this, you're kind of handicapped in business, you know what I mean? Like, you get some nasty texts or you get into a little argument with the spouse. Like all of a sudden now you're not as effective that day. It actually costs you money to be in dispute with your family or when you have a problem with the kids. Like, you're not focused, right? You're trying to, you know, put all sorts of all that to say is take care of that shit first. You'll be a beast in business. Nobody will mess with you. So make sure you guys are prioritizing that and share that on social. If you want to be vulnerable, like, share that. You'll get a lot of people that reach out to you because of that. So on the connection side, I share a lot of things I'm doing personally. I'll give you an example. Did anybody go to the super bowl this year in Vegas? Nobody. Has anybody been to a Super Bowl? No. What's that? Too busy?

Yeah.

You guys are doing too many deals, man. So you're like, what does the super bowl have to do with real estate deals? Well, I'll tell you. So I go to the this year, it's in Vegas. I've always wanted to go for my whole life, but I never got a chance to go. So one of my buddies, Billy Jean, he's my business coach for marketing for a long time, he's like, neil, should we go to super bowl this year? Should we do it? I'm like, yeah, let's look at the tickets. Well, you look at the tickets, they're like 15k. For decent tickets, you could get nosebleeds for like 6 grand. But who cares like if you're watching it from the rafters, you know? So we were looking and there was like 50k, 40k, 15. They're all over the place. But right before the game they came down a bit. So we ended up getting seats right on the first row. I think like 50 yard line on the Chief side. Okay. I don't care which team wins. I didn't have a, you know, like a dog in the fight, but I did make a large bet on the Chief. So I was like, that's what I'm rooting for. So we're sitting there and we go to the stadium early because, like, hey, what do you do on in Vegas? And the game starts at like 2 or 3 o'.

Clock.

People are just getting hammered all day. This is crazy. They should start it earlier. But they start in the afternoon for whatever reason. So during the day people are just getting hammered. They go in there, we go there, we start filming a bunch of videos in the stadium that I could use in the future. So, like, if I'm promoting a webinar or if I'm promoting something I'm going to be doing in a class or something in the future or something to get opportunities. I'm leaving the date off of it, but I'm shooting those while I'm in the stadium just to be able to repurpose and use them. But this was interesting. While I'm there, I'm walking in the stadium and my buddy right behind me just films me walking in. I'm like, that would be something. Normally you'd Post in your story. I'm like, I'm just going to post in the feed because this is super bowl cool. So I post in the feed, the first comment is from this guy, Sharon is his name. It says, hey, bro, I'm right here. Look up. I'm like, what? And then there's like 100 more comments. That was the first comment. I look up and he's in the box in the same section I'm in. And he's like, bro, I'm right here. Come up. And I came up. And so if you didn't know this guy, he is the CEO of the largest, fastest growing publicly traded real estate company. It's called Real Broker, and they have 25,000 agents in the country. And so he's there and he's like, bro, come up here. I love your videos. I've been watching them. Let's connect afterwards. And then I go back in my seat and do all that stuff. But like, on my feed, if you look at that week, right next to a video where, you know I posted about you shouldn't put 20% down when you buy your first property. There's a video of me at the super bowl and then there's another video of the last play of the game. And these videos kind of went semi viral because it was about the Super Bowl.

So.

So anyways, long story short, afterwards I get to talk to Sion and we started collaborating. Okay. From there it turned into I ended up speaking. He had me come speak to his entire brokerage this year at the Virgin. They had their annual event. I got to speak to like 3,000 plus agents, their top people. We did a podcast. It's on my YouTube right now. It's my number one video on YouTube. And there's just so many cool opportunities. He spoke at my event, connected me with this other investment opportunity that's going to net me six figures. So what happened is that $15,000 investment of that seat ended up having an ROI. That's going to be seven figures for me. Even without that, it would have been six figures based on just the work I did while I was there and promoting it. There are people at the game who maybe posted a couple things, maybe didn't even post anything. All the videos are still on their phone because they don't want to show off on social media or they didn't want to do that. Anybody feel like, bad sharing success on social media? You feel like weird about flexing, right? The reason why some of you guys feel bad about showing your success is because you didn't show the work. If you show more the work, you won't have any problem showing success. So if you show the late night in the office doing the freaking work, when you're on vacation with your family in Mexico and you share a video, you'll be happy to share it. And then the comments are like, bro, take the time. Enjoy it with your family. You know, they're like connecting. They're like encouraging you. They're happy for you. The comments on the super bowl post, you guys can go on my feed. It's all these people in my network saying, did you enjoy the game? That's so awesome. Congrats on being there. Nobody's hater. I think there's one hater, and the dude probably lives in his mom's basement. You know, it's like, it's a troll that doesn't even have a photo. And he's like, hey, you put out financial advice. It's irresponsible of you to spend money on the Super Bowl. I'm like, okay, let me show you this ROI, bro. That was a great investment for me. I don't know about you, you know, people just don't get it. But if you share more of the work, you'll get more of that stuff. So just think about this, how you can share more personal things. Now you might be thinking, oh, bro, that's crazy. That's super. I don't. I don't go to the Super Bowl. Well, you could do the same thing. I do the same thing when I go to a game while we're here today, I'm doing this anywhere. I go to a local thing. I'm sharing a little bit about what I'm doing. It just needs to be relatable. It doesn't have to be remarkable. There's magic in just the day to day stuff. A lot of you guys think it needs to be this perfect thing, big thing to be able to post. It doesn't need to be. If you're the type of person that's like, bro, I'm gonna get over that shit. I'm just gonna put out something that I did every day, a thought that I had in my head. You become the person that more people connect with and you'll get more opportunities. So these things are just a part of the process of putting out the content. Now the last piece, which is conversion, is whenever it is you want to do something. And this has been a game changer. If you get this part, you've done the content, you're doing connection Pieces more you get to the con. The conversion piece, it will crush for you if you do this correctly. The best marketers on social media are not trying to get sales guys. They're getting signal, okay? Just the signal that you might be interested in something. So let's just say that I'm raising money for fund, okay? I would talk about the opportunity, success, I would talk about these deals that we're investing in, whatever we're doing. And I would say I actually have an opportunity for you guys if you want to, like some people might say, if you want to invest in the fund or you want to put, you know, schedule a call, hit the link in my bio or see the link below and we can meet with my team and get the process started. People aren't ready for that just yet. Now there's a small group of people which are. But the majority of people that watch your stuff on social, that will follow you, they're silent, they don't say shit. You'll run into them outside. They do love your videos. I'm like, I never seen you once. You never even hit the heart button. Could you show me some love? Like they don't do anything. They're just silently watching your content. Anybody notice us, they'd be like, dude, I love your content. Right now what you need to do is you need to prompt those people. Those are the type of people and they're the majority. And this was me years ago. You would type out a comment, you'd erase it because you didn't want to look stupid. That's most people. So those people will never reach out to you unless you prompt them. The way you prompt them is not with book a call. The number one thing that people promote in our industry on social media is calls. And it's the number one thing people don't want. They don't want to get on a call, they don't want to talk to you. They're literally, you know, doom scrolling. They're just sitting at home like, think about your state of mind as you're scrolling. You're not in peak intelligence mode, ready to like opt in. You know what I mean? It's a different intention on social. It might be different on YouTube, but on, on Instagram and especially TikTok, people are just scrolling for entertainment. Just, you know, they like learning but they just don't want to work for it. So the whole point of this, if you take nothing else away from the conversion piece is do not sell work, sell ease. Okay? Something simple. So something simple for this would Be like, I have a free guide. I have a checklist, I have a one page doc on what this deal looks like and how much the returns are and what the qualifications are. If you want to grab that one pager, just comment the word home and I'll shoot it over to you. Right. It's something simple. The ones that work the best for me are checklist, cheat sheet or guide. Those are the lead mags that work the best. So you got a client, a potential client, a lead here. Whatever you want is here. You want their money, you want them to invest, you want them to buy a property, Whatever it is that you want is here. Instead of asking for this thing, you need to back up the truck and ask for something in the middle, something simple. In this case, you're just giving them something. So it's actually not even asking. You're like, hey, I have this resource if you want it. Another great way this changed the game for me is that step in the middle. I made webinars. So next week I have a webinar. I actually have Gary Vee joining me on this webinar if you guys want to join it. It's going to be next week and I'm going over content and the way the game has changed for 2025. We're going to get into specific tactics. So I started promoting this thing. Now what do I really want? I want people to work with me, I want people to hire me, I want people to pay me. But I'm not selling that. I'm selling a free webinar with me and Gary come to this thing. So you just need to back it up. To what? To something that would be valuable. And in that case, I'm not even selling it. It's more of a give. At this point, I'm giving you free information, I'm giving you this resource. So now people are going to show up and then a certain segment of those people will now buy my stuff. Right. Or they'll work with me along the way. I didn't tell you guys this in the beginning. So I was doing mortgage and real estate and making really good money and doing great. And I still do make seven figures every year from that business. But along the way, I started this side hustle, which was speaking and educating and coaching that business that I just started on the side for fun. Never rain a single ad. That business just crossed $10 million in sales. And I did. I did it for fun on the side. Okay. The biggest wins for you in the future are things that you don't even know exist today. There's something that's going to happen because of luck, serendipity. You're going to run into this dude at this thing three years from now. It's going to be the biggest opportunity you've ever had. In order to have that luck, you have to do things in advance, plant the seeds. Is this make sense? Like, I was not thinking that I would ever in my wildest dreams be speaking, doing education and have a coaching business that has thousands of members and we have a mastermind. All these cool things, that was just fun for me. And now again, what I would do for free, people will pay me millions of dollars for. That's crazy, right? And that's the reason why it probably grows, because I don't really need it, right? It's just. It's not like I'm selling it hard. I'm like, hey, if you want to join our thing, great. If not, no worries. That's not my main source of business, but it just ended up growing. So now we're actually going to scale that business with ads and all this stuff, right? Prior to this point, it's just been organic from Instagram. But the way I grew that business was using this formula, getting people onto something in the middle. A guide, a checklist, a cheat sheet or a webinar. That's your step. Most people don't have this step. They'll never get the conversion. They'll only get people that are this tiny, tiny piece, which is the bottom of the funnel, that are ready to transact today. That's when you guys are making the calls. That's all the work you're doing at the bottom of the funnel. That's what pays the bills today. But what gets you actually wealthy is all the people who are one or two or three questions away from working with you. You'd be shocked how many people are just a few questions away from working with you. But you never ask them. You just like, hey, let me know if you want to buy right now. Like, I met my wife at an event in Vegas. We both work in the mortgage industry. She's like at the bar. And I remember meeting at the same time, like, I gotta go talk to this girl. And I go walk up to her. Imagine if I just walked up at the company event. I was like, hey, you want to go upstairs? Well, I probably wouldn't have family. Maybe, you know, bro, maybe you could pull that off. I can't pull that off, right? So where's the conversation, bro? Like, where's can you have some romance with coffee, a freaking cocktail, Something most people have none of that shit. It's just like straight to the close. So what step can you offer as a resource in the middle? You need to do this. If you do this, you take the time to do this, you'll be freaking rich. We'll talk a year from now. You're like, bro, that changed my whole business, adding one step. And I know it sounds simple. This is like marketing 101. But I'm shocked people won't do it. You know, simple scales, fancy fail. So anyways, really quick, the thing that you're offering, this is important, needs to be simple, easy, not work. You can do the work later. We got to jump on a call, we got to do something else later. First step needs to be easy. The thing you're offering needs to be clear. And then how to get it needs to be clear. So for me, I'll say, hey, I have this thing. If it does this XYZ for you. If you want this thing, comment this word now. Ryan will tell you this too. I actually learned this from Ryan years ago when he was my coach. He's like, bro, make sure the word is easy to spell. People are that dumb on social media now. They're not dumb, meaning. Well, I guess some people are literally dumb. But he's saying they're in a dumb state of mind. Don't sell work. So we have a guy in our group, he's in the mortgage business. He says comment the word pre approved. He gets ghosted every time. People don't. Can't type that shit. It's too long. Type the word home and I'll send you the thing. Type the word invest, grow. Think about like four or five letters and easy to spell. Any confusion. Your conversions, like the number of people who opt in goes way down. Not even just. You might even strike out because the word's too hard, which is crazy to me. So I have example after example. I just did a video last week where I offered a free guide to buying your first rental property with limited money down. I got a thousand opt ins for free from Instagram. It's all in the comments publicly. People commented the word home. They got the free thing. Now they're in my funnel. They get my emails, and then a certain percentage of those people will do business with me. This is all working for me. While I'm here talking to you, somebody's watching a video, getting a free guide, and then learning about working with me. And this just works 24. 7 the best business models for everybody here, including me, are the ones that grow while you're sleeping. You can't do all the work, you can't make all the calls. You need something working for you. That's your brand online and that's your funnels on the back end. How many of you guys use email marketing here? A few of you guys. Email has been the best thing for me. It's been made me the most money. That's a silent killer. People don't talk about it because it's not on social, it doesn't look sexy. But email is where it's at getting people off these algorithms, you know how the algorithm changes all the time. You need to get people opting into your email list. The way you get people opting in your email list is give them a free resource. So do that more often and then now you get the conversions. The last thing here is following up, you know, and make sure you have some sort of follow up on autopilot. For me it's emails. So anybody that opts in, they get six more emails from us. Each email has like, here's how to take the next step, here's some information, here's how to take the next step. And that all has to happen automatically. If it's up to you to make the calls or do it, you won't do it. But if this is just working, you'll do it. And then from there, small percentage of people actually take the next step and then it works. So I got all these people that are, you know, a few steps away from working with me. Now we're prompting them to work with us. This makes sense for you guys. Okay, so this is the game content connection conversion and if you do all this, you'll dominate. I'm going to check my notes. If there's one last thing I want to share with you guys. If there's anything else. Does anybody have any questions on this stuff? Go ahead.

As far as raw content, what's your opinion on as far as how much you're editing that raw content? Like you're putting text on top or.

Yeah, great question.

That making a big difference. And also two part the text that you're putting on the real like the actual post, like does what that goes on that text matter as much as what the, what people are listening to in the raw content?

Yeah, that's a great question. So you need to post the video raw, but on the video what is the what what how much edits do you need on it? Even if it's A raw, authentic video. So for me, I just use the captions in the app. When it's one of those selfie style videos inside of Instagram or TikTok or whatever you're using, it'll give you the captions. If you want to use Capcut, it'll give you simple captions. They should not be super fancy or a bunch of colors, just simple. And then what happens is the video itself doesn't have any edit. So it was just one take. Now there are videos I do where we shoot in the studio and we chop them up. Those ones have a little bit more like transition and stuff. But for these ones on the phone, no one hack I'll give you that makes the videos look a lot better is on the phone, the back lens is so much better than the selfie lens. It's like this is where all the money is on the new iPhones, right? Is these lenses on the back. So what I do is I wipe all this off, I put it on the wide angle and I'll shoot the selfie video. Wipe the lens first, please. Okay. And I'll shoot this selfie video like this. So do you guys see me in the video? There's more around me happening, walking and talking. You can't see yourself because you just, just look at the lens and it looks great. So I'll walk and talk to the back lens. Oh, I flipped around, sorry. Is that right? So I'll be walking and talking. And then the thing about this is when you're talking to this back lens, you don't need to hold it as far away. You know how when you do selfies, sometimes you're like this because it's on the wide angle. The 0.5. By the way, this works for the iPhone users. If you're Android. I don't know if it will work, but you can upgrade. Yeah, just give up now. The green, the blue bubble works better anyways when you're connecting with people. Um, so anyways, just talk to the back camera. Walk and talk. That's gonna work for you. Um, and you'll get more views this way. It's more interactive. There doesn't need to be good light when you do it this way. But don't hold it so far away. Just hold it like more close to your face. And if you're within arm's length, you don't even need a mic. And then if I'm more than arm's length away, like I am with this camera, then I just put this wireless mic on me. This is a Hollyland wireless mic. I think it's a hundred bucks. Works perfect. You can just magnet on yourself. Comes with two. So if you want to interview other people, you could do it. You can. Also, just as a quick side note, I taped this to different props and interview people. So, like, I did an interview to ask other people how they're successful because I want to get more followers. That's observation content. I'm not saying I'm the expert. I'm saying you're the expert. So, hey, you've closed this many deals. How did you do it? Or, hey, I noticed you did this thing. Crazy. How can you explain how you did that? Like, people want to learn. Because I'm not saying I'm the expert. I taped it to a top. We only. We had no props, so we taped it to the top of a tequila bottle in the hotel we were at. And it got more views because I'm holding it, you know, so this is just something passive you can do. And if you ever want to use props in the video when you're holding something that's not traditional, people watch it. You ever see people hold these little tiny mics and they do like ASMR videos? That's a visual hook. People watch the video because you're it just look, it catches people off guard a little bit. It's not typical. So do all this stuff and you'll get more views. If you guys want to chat more, I'll be here out here. I don't know if are we going to break after this? You go to the next speaker. Okay, well, I'll be around if you guys want to reach out. If you want to DM me on Instagram, happy to help anytime. You don't have to DM me a certain word. Just shoot me a message. I'll reply to you guys.