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back to another episode of the mortgage marketing podcast and in this episode we are joined by Dan reddish from The New Age advisor program that is a friend of mine and also a marketing expert and the founder of that program and they've had some amazing results and in this episode we're going to be talking all about the value of funnels because Dan is really he's the funnel guy like when I when anyone asks me who's good at funnels so the only person I know so and then that puts me to shame a little bit I always think how does he know that stuff so that is what we're going to be covering in this episode after the intro you're listening to the mortgage marketing podcast with Ash Borland the show that helps mortgage brokers create impact and income by mastering content marketing let's dive straight into it hello Dan welcome to the show hello mate so it's not that I'm good at funnels it's just I'm the only person you know doesn't so well you're good at it actually well do you know what Dan do you want to put this into some ways it's that thing of like you only have to be as like five steps ahead of the person you're selling it to and I don't know how you do what you do I've been in so many new age advisor things with you where you've started talking about funnels and it's like you're speaking a second language and it annoys you what you don't know dear it's the same well it annoys not it doesn't annoy me but it annoys me that I don't know I'm like oh and I also know the power of funnels as in I've got friends who do super well with them and I've and we've all seen business owners and people we know both as in as in like uh influences we see so you're the only person I know that knows how to do any of that stuff so are you the only person I can bring on the podcast mate you know say that the wrong way but it won't since so take it in a good way it's a positive way so what is a funnel for my listeners who are who uh listen to this and going what are these guys talking about what is a funnel yeah so it's a system which it looks it's basically like a little website uh it's like an interlinking system of web pages but obviously with a website you've got different menus different options different things to click into with a funnel there's just one way through it and there's just one objective of a funnel obviously like I said website's like a brochure really of everything that you do but a funnel is just purely set up for one objective which the objective that we use with archives and for me personally because this is how I get a lot of my businesses to to get appointments booked qualified appointments with the right people um so yeah it takes them through a set of processes to kind of weed out a lot of the crap because I think gone no you go ahead no carry on you think what yeah I was just gonna say a lot of people I think a lot of Brokers this is a problem with a lot of Brokers at the minute they're wasting a lot of time bringing crack quality leads that are just not ready to roll and all right not right for them so yeah this kind of takes that problem out of the out of the equation really it's absolutely a problem I think from from my experience I mean you're in a similar you're in the same world is and I've spoke to different people of different levels so I spoke to somebody who deals predominantly with large large firms you know 50 60 advisors they don't want funnels they were like they want volume of leads and they have people but they have a funnel in their own way you know they've got these volume of leads of people who are calling them beforehand to pre-qualify them they don't want that and what's quite funny though and so I was having a conversation with someone about this and they were saying you don't really need that but I was like but I think you when we look at like one man so the people who listen to this they're mostly one-man band advisors they don't have teams of people who are pre-qualifying and doing stuff so that's where I think funnels are worth their weight in gold is this idea of you want to only really be speaking to or have minimal contact with people who are not relevant you only want to speak to people who are and um it's hard to do yeah that's and the beauty of this kind of system is is that it's kind of it's all automated it's just doing all that pre-qualification for you but it's it's not just kind of obviously yeah part of that is the pre-qualification where that we're making the leads fill out a and it's like flipping the script and making them apply for a call with with you so you're asking them questions you're asking them things like if they've got a deposit what the credit rating is like if they're ready to move straight away or in six months or in a year or if they're just gathering information so we kind of putting the focus on them and the spotlight on them and making them work for us because the more kind of Hoops we can make them jump through then the better quality of the leaders um because that's I think again my the problem with a lot of leads that people buy in the quality is [ __ ] because they're just not really there's no intent there they've just it's taken two seconds just to fill out a little form online from what these lead providers and yeah there's no real intent there because it's just took me two two seconds to fill it in so you've not made them jump for any hoop so the quality yeah is not not great on a lot of those do people have um any idea like like so do you think that the clients would have an issue like with form fatigue so like filling out a form getting you know not not actually filling it out you know finding that it's boring or or they don't want to get through do you see that as a problem with a funnel or is it is it a good thing does it does it weed out the wrong people like what's your content yeah there's a balance I think to everything and yeah that is it can be a problem if you're asking too much but the balance needs to be right because like you say we need to weed out all the low intent people because if someone is really interested and they're really engaged and they want the service for them out of a reasonably biased reasonably besides form is not going to be an issue for them the people that aren't aren't going to do that and they're not gonna the intent is not gonna be there anyway so it's a positive in that sense because it just weeds out all the low intentities that have got no real intention of actually using the service or taking it further and how have you seen this applied I mean you do it I mean you do it yourself for your business in your advisors that you work with both the new age and in your private practice because I know you do some of this stuff as well for people one-to-one um what I've been obviously you don't need to get numbers or names but what have been some of the success stories have you seen some really successful I know you have because I've seen some of the stuff you've posted like well what are some of the kind of six like kind of successes that are out there with funnels because they're quite new for FS for financial services they're very new they're not new in the world of marketing but they are new in FS yeah so what is what type of thing obviously they can range depending on your Niche and all that stuff but what what type of results have you been seeing yeah yeah well you said there's people getting really good results from it it's something that I think is just changing the way like you said to a lot of people in financial services are not chronic a lot of people don't know this kind of stuff exists let alone know the benefits of it and how kind of how it can I know it sounds a bit extreme but change your complete the business because you're not having to to do a lot of the the heavy lifting like a lot of people are going to things like networking events spending like hours and hours doing that every week sat in front of a room full of like 10 people where two of them might be their ideal client this is just kind of putting you because it's the core of the funnel it's like a video presentation of you kind of giving some tips giving some some value away so that is serves as a video as a presentation but that presentation is literally putting you in front of thousands of your ideal clients every single day on autopilot without having to go anywhere or do anything more for it once it's set up so yeah obviously people are getting good quality leads from it but the other side of it is it's kind of flying back the time because they're not having to to do all of that stuff it's just already automated and it's set up and it it takes a lot of boxes that video because it builds trust and it builds a rapport because obviously as you know Ash online now there's the trust is a kind of an all-time low it's difficult to get people to trust so I think you need to put something there like a long form piece of content for people to get familiar with you and your brand ethos and your personality even and just hearing your voice goes a long way in in building that trust and when you're teaching them something that's a value that shows qualification that people think this this guy's obviously qualified or this lady in in getting me to where I need to be because the obviously teaching something that they know a lot about and obviously they do know a lot about it so it builds yeah it builds trust builds Rapport and it shows that you're qualified in in getting your lead or your prospect to where they need to be so how do you get people into the funnel for for my listeners because that's I know what they're going to say is you just said like thousands of people so do you run for like for your kind of advice for stuff is it run ads run organic run both like what's the kind of how how does that top of funnel yeah really that's the best kind of strategy to kind of employ like a more holistic approach because obviously yeah you can obviously the fastest way to get a lot of traffic to it in one way is obviously like paid ads Facebook ads um you're the guy you're being I always say in the podcast that you're the man yeah you're like the guy for anything to do with Facebook ads you're like I'm like yeah Dan's the guy but yeah like I said I I like I say all this stuff that I teach in the programs there's all stuff that exactly how I get my clients and I probably get I think it's about 40 60 I probably get 60 through adds 40 through organic uh and yeah it's just getting traffic to that that funnel it's like on a URL so I've sort of I've got mine on my personal profile on Facebook LinkedIn it goes out on my through my email database um so it's just getting that link out there so yeah a lot of people see it organically and yeah like the real stuff for example as you know that's you're heavy on the reels that that gets a lot of traffic to your personal profile but yeah it's just about kind of directing people to that that link to that foreign [Music] about saying that the demographic on their reels is quite off you're not off but like you're like well some of them are in Target some of them are not some of them I can't work with and I was like the problem is with Organic is you get what you get you know like it is like you can't because someone's like well can we target better people with our content I'm like no we're not no your content can be targeted in regards to the way you approach as we said in our in our last interview like you and your Niche you can speak to the right person but if you want that and I was like if you want that guaranteed direct person you have to run ads to it like Facebook aren't going to give you the ability or Instagram the ability to Target someone without paying yeah it goes against their business model at the end of the day because they make the money through through paid ads don't they and um which is targeting isn't it so yeah yeah and I think it's a good idea to Target the right people how with Facebook ads because you run you've worked with people with ads on that just want to touch on that because we just all this how hard is it for a financial service to run Facebook ads because a lot of people I hear a lot of like myths and stuff people talk about this and they'll say with that because the top of the funnel really is they'll say like another you know it's because it's regulated it's getting tougher and tougher and tougher are you seeing that or are you or are you you think it was that more just people just make excuses I don't know if it's not my world yeah yeah no it's it's changed a lot over the recent years running Facebook accounts and yeah it's become harder I think but I've seen that as a benefit really because it kind of weeds out all the people that don't know what they're doing and it makes it a lot cheaper yeah um but if you I think like you said in your thing I listened to your thing the other day your video about it and like I said I think it's essential that you work with someone who knows what they're talking about obviously I would say that but it's it's a fact you can't it's difficult to navigate purely on your own or even just by looking at a few YouTube videos and your struggle I think you need that support like I say I I would be saying this either way yeah from an expert pair of eyeballs it does it damn and knows that the landscaper knows how to to navigate it because it can be difficult when you're doing it on your own it definitely is that's my take and that was on the episode which would have will be out a long time after that this one's come out now but it's like for people to understand so my concept of ads and it is if you look at something like organic if you look at something like making reels YouTube videos YouTube videos not so much but reels and Facebook postings of that you can kind of bumble your way through and kind of get some basic results you know what I mean like you can do that and and like I know like I've got people I speak to or who like ones one of the guys I used to work with and he literally is like I've been doing content for a year and nothing has come from like I know why because I can look at it like the same way you'd be looking go it's obvious why but but you can kind of strike gold a little bit by accident with Organic with paid ads I really am a big believer and it's similar with like videography and stuff if you want like high quality if you want to do it it's not as simple as just press a boost button and I think that the problem is when I say with that what I said in that one is the problem is that so many people think they can do it and and it's like no and then they'll go well so and so it's going to charge me a grand a month plus ad spend and you're like yeah because they they know what they're doing they're off spending that money than just pissing it up the wall which probably will do well you will do you know what I mean like and you're running campaigns that you don't have a clue like I it's a it's an art and it's the other thing as well you I know you do it and you was I was talking about this with somebody who's who knows who knows you there was and we've just chat about saying like they're at Google ads to Facebook ads it's YouTube ads to LinkedIn ads they are very very different and the amount of people like I'm a social media ad client no no and I'm a museum for you like I'm trying YouTube but it's tough yeah I'm trying this but it's and it's they are not the same you need to know that like if you're gonna if you want to run Facebook ads which is the one where your clients are really guys then you need to know where to go to go to the right person who runs it and that and that's why the funnel comes in as well because it's to say a lot of people will just run Facebook ads for financial services offer mortgages and they'll wonder why it's not worked they'll say oh Facebook ads is crap it doesn't work but nobody's going to trust just a random ad on Facebook with a massive Financial commitment like a mortgage without suffering in place a system to warm them up and like I said build that trust and that Rapport before you ask for the call because a lot obviously a lot of these ads that Brokers are running they're just put in um give us a ring for a free consultation or a free strategy call or whatever and nobody's gonna just trust it like I say around obviously Brokers don't know this because they don't know any different they're not marketers they couldn't advising but yeah that's why they don't work because you need to put something in place which is what that funnel does because the ads when they're out the way our strategy is we're just we're not promoting your service in the ads which is good for compliance we're just promoting this this free training to get people to filter people into that that funnel and then obviously on in the funnel you say do you want a ranger for each strategy call with an expert after they've been pre-qualified after they've been warmed up and pre-sold love it I love it mate so good so if you want to connect you want to learn more about working with you on the new age advisor and stuff like that where's the best place they can go uh well the good place to be is my train my funnel yeah which is on Dan reddishconsultant.uk that will give people an idea of of how they work um funnels that'd be great yeah that's just on down reddishconsultant.uk or social media just Dan reddish on Facebook or LinkedIn or Instagram definitely we'll make sure we link that as well because you are like the funnel King you do really well with that and you do ads and everything all coming in it's one of those things like I said I don't do and it's really good to have an expert on to talk about it so mate thank you so much come on the show thank you very welcome mate you've been listening to the mortgage marketing podcast with Ash Borland if you've enjoyed the show then be 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