Linkedin and AI For Mortgage Brokers - Dan Reddish

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Transcript

  📍 Hello guys. Welcome back to another episode of the mortgage Mavericks podcast with me, Ash Borland. And in today's episode, we are joined again, actually you've been on the show. I think three, this will be a third time. Is it? Yeah. So we've got the last one. Yeah, it is. Dan Reddish is joining us. And it has been about a year, I think since we last spoke.

Maybe even a bit more. Yeah, God knows. It's everything. Just time just flies, doesn't it? And you just lose track of stuff. So you tell me, Ash. Literally, we were just saying this before we came on air, but actually I'd, when we stopped working together, cause me and you could go way back, like way, way back like when you first came into the industry, I remember having a phone call with a zoom call with you and you're like, I've got this idea.

Yeah. And that was like, right at the beginning. Like  I remember having a chat with you and you being like, I'm going to do this whole thing. And then here we are today. And it's been, you've grown a business, built a name for yourself in the industry.

It's amazing to see,

So just give us a bit of cliff notes. Who is Dan Reddish and what do you do? Yeah my kind of background, going way back, I used to run club nights. I know you know this, Ash.

Yeah. Say a lot of people don't, but I used to run club nights back in the day. I'm from Doncaster in the north of England, so we used to do club events in Leeds, Sheffield, Doncaster. Back then, this was like, back in the early 2000s, and there was no real internet. There was internet, but it was very early in its infancy.

So the back then it was about putting posters up on walls, running around with a pasting bucket at night. For the streets, dodging the cops with a hold over your head. But then obviously Facebook came out in 2004. There was MySpace before that. We leveraged to get the word out. But then Facebook really changed things because I realized I could set up these event pages on Facebook, invite all my friends, get all the DJs to invite all their friends.

And I just realized I could do what I was doing, running around, sat on my backside, just on Facebook. And it just made things a lot easier. So that was my kind of introduction to digital marketing obviously. And then it's just gradually. And then I started doing it through my contacts in hospitality, like the kind of bars and got in touch with a few restaurants, doing it for them.

And then I had one of my friends was a his brother was a mortgage broker, but it still is. It's still one of my clients now. So I was doing it for him, basically just posting stuff on his Facebook account. And then he introduced me to someone else, another broker. Yeah. And then, so I had a couple of brokers and the lockdown hit and then I was like, oh shit, because obviously, oops.

You can swear now. That's cool. Oh, great. Thanks. Bye. Bye. Bye. But yeah, and so lockdown hit and then obviously all the bars and restaurants just went pretty much all pretty much 80 percent of my business just went like that overnight. And that was the time when I decided to just focus in financial services.

And I got to add a bit more. It was Primus that actually one of my broker clients was with Primus. And they introduced me to Bob Scott, Bob Scott. Yeah, I know Bob, yeah. So he got me into a lot of these introduced me to Rich Coulson, who does, just did Primus at that point. And they got me to do these social media workshops over Zoom to upskill their guys, obviously while lockdown was in place.

Cause they couldn't do a lot of work. And then that got me a few more clients through that. So we put myself in front of those guys. And then say part of the lockdown was because I couldn't, because before I know I'm going on Ash, but No, it's good. This is amazing. I brought you on in to talk about it.

Go on, keep going. Yeah, so I was doing one to one coaching before lockdown. And obviously traveling around. One day I'll be in Southampton, next day I'll be in Newcastle, just seeing like one client per day. And obviously I couldn't do that when lockdown hit. But that's when I put together what I do now.

And in a way, it's the new age stuff. It's a productized package, like all my knowledge going into something that can be scaled really. And it's COVID proof at the point. Obviously it's all digital, remote stuff. It doesn't need to be in front of people. Yeah, that's the inception of what I do now.

Answers your question, actually. Yeah, it does. And with so I wanted to dive in a little bit because, say me and you worked together for actually, we worked together for about two years. I'd it was quite a long time. Actually look back at it, I'll get all of the time hops coming up on my feed.

I'm sure you do, like every Tuesday night, it'd be like, here we are. We made sure to post a different way up between us. Yeah, all of us and it was, and I have such fond memories of it, just looking back at it. But we all. What was so good about that group? There's me, you and Ross, as we all had these, we're all good in different ways.

You were like the funnels, the digital marketing, the ads. I came with the branding side of things and Ross came with the mindset. But you've now moved into from my understanding, and please explain this to me and to the listeners as well, because you, I hear your name pop up a lot now around LinkedIn.

So everyone that probably happened for me about. When recording this, we're recording this in cause, cause I record these in advance. So it's like April now. Yeah. Mid April. I started hearing you being about LinkedIn probably nine months ago, where it really started to really maybe nine months maybe a year ago where I really started to see people, the branding or your association of what you did seem to have changed in the public perception and you started to be the name for LinkedIn.

So just talk me through a little bit about. What, why that would be the case? Cause it and what that really means. Yeah, sure. So obviously what I do is people get appointments booked with the right people. And that is what I do for myself and my own business. So I'm always looking at new ways to do that.

That's my main objective is to, because at the end of the day, I think there's two main things that matter to the growth of your business. One is. Generating the right appointments and the other is conducting them. And so I put all my not all of it, but a good percentage of my energy and attention into that and finding out new ways.

And part of that process is investing in skilling myself. So I did a course, it was, I remember it was in the summertime, it was a couple of years ago now, but that's when it was a LinkedIn course, quite heavy, there was other stuff, but it was quite heavy on LinkedIn. So I learned that and implemented that for myself and realized, shit, this works, this specific strategy.

And yeah, that was the inception. So I've got it, this is what I do. I get, get it to work for me once it works for me and then start to roll it out into the program and into my, to my clients. So that's how it came about. Cause before that I was doing a lot of Facebook ads, doing a lot of Facebook organic, still do the Facebook organic, but I've pretty much, I still do a little bit of Facebook ads, but just the retargeting stuff now cause this LinkedIn stuff, cause I used to spend like.

Two, three grand a month on Facebook ads to generate obviously clients. But now this LinkedIn strategy, it's organic, which means there's no ad spend and it generates the same, but better value stuff and it's free. So it's saving me two or three grand a month with the same kind of output. So what is the LinkedIn?

Stuff that you do. What is the strategy? How would someone use LinkedIn specifically as a broker to generate leads? What is the bit because people struggle with LinkedIn. They always do. They always do. Like I've got a few clients do very well on it. I've got many who don't. But it's a tough one and I know many who do struggle.

So what's the kind of how people maybe get it wrong. Yeah, I think most people get it wrong. I think. Brokers, I speak to brokers most days and when I mention that I say, do you use LinkedIn? And they say, yeah, I never get anything from it. And I ask them about who the connections are and they say it's pretty much 90 percent brokers, all the brokers.

It's like that they're never going to buy from you. So they just, it's just pretty, pretty much pointless. They just see it as a social media social media site, which is what it is. But I think it's reframing that and looking at it as a tool, a business generating tool and filling it up with your ideal client.

So that's obviously the second part of the process that we do. The first part, there's three main kind of core pillars to what we do. Number one is to define exactly who the ideal client is. You do this, pretty much every marketing coach that you talk to will suggest that you need to niche down and get really specific and dig into the psychology of your market.

And we use a lot of GPT to help with that process and AI stuff. And once we've got all that data. We can then optimize the LinkedIn profile around the psychology of the market. So it's effectively turning the LinkedIn profile into a landing page rather than it being like a traditional LinkedIn profile, when it's all about the advisor, it's just, it's more focused on the customer and their problems and.

And demonstrating the pains and the problems that they'll experience trying to get a mortgage without the need of it, without the help of an expert that deals specifically with that industry and that niche. Yeah, that's the first part to it, which kind of optimize the profile, make it all just talk directly to your customer and show that you understand them.

And when, obviously, as when people feel understood, that builds that trust. So yeah, and then we use sales navigator to, obviously once we've defined who it is, we then need to find them. And sales navigator is perfect for doing that. But yeah, do you use sales navigator at all? So I don't know.

I don't use sales navigator. I was going to ask you about that. So with sales navigator, because people listen to this. So first of all or some people listen to this, what is sales navigator? So I know roughly what it is, but it's not something I use. So the interesting to people listen to is what is sales navigator?

How does it work? Yeah, I think it is a. A question that a lot of people have on their lips, really, because like you say, I think a lot of people have heard of it, but they don't know the power of it or how it works, but yeah, basically, isn't it? So it's LinkedIn. It's the premium version of LinkedIn. I think it's, 70 quid a month, something like that.

And, basically, obviously LinkedIn knows everything about everybody on that platform. It's a similar analogy I often use, it's like Facebook ads. Facebook knows everything about everybody on Facebook. Obviously with Facebook ads, you've got all the filters and interests and things to target the right people, similar with sales navigator.

So once the key is obviously to know really focused in on your ideal client and who they are how much money they earn. And it's obviously, it's beneficial to do company, limited company directors, business owners. Generally LinkedIn, that's the benefit of LinkedIn. It's high net worth kind of member base on that.

It's a different intent on LinkedIn. People are more open to doing deals and things. It's that kind of mindset. But yeah, going back to sales navigator, we can build a list basically of the most perfect ideal client. Okay. So build a list of two to 4, 000 of them. And then we use a, an AI piece of software, which will just go through that list.

So you've got two options. One is to do it manually, connect with them to personal profile, or the other is to leverage some tech, which will do a lot of that job for you. But yeah, the kind of thing that needs to be done first is to make sure that profile is optimized and that's nailed it. Other than that, if you don't and people just aren't going to accept the connection request.

So what's the difference between, I've got them on here at the moment. So I'm on the LinkedIn business plan, the premium plan, but the business, what there's the LinkedIn premium. And then there's like business, which is grow and nurture your network. Then there's, which is 55 pounds a month. Or yeah, 55 pounds a month, and it says, or it's 350, it's like 350 a year.

I think that's what I do if you pay up from, and then there's the sales navigator. And the sales navigator is 840 a year. What's the difference in, in the two? So I can, it's just, so it's not just for me. It's also people listening to this because people here with, when they're listening to this going okay, so if I go on LinkedIn, it's the premium.

What do I get for the upgraded version versus the other one? Yeah. The, I've never used the other one, but I think it's for like multiple recruiting. core is the one that we use, which is for lead generation. So yeah, that's the only one. I'm just, we got it here. Yeah. So it says here it's just for people to listen to this.

Cause this is something I said, this is coming out, my remits. I think it's exciting people to listen to this and see this. So it says here that. The you've got, let me, I don't even know if I can actually, if I share it, it'll go all messy on the screen. So I probably won't be able to, because of the, when I edit this afterwards so we've got in mail.

Yeah. So the big difference I can see is advanced search and account search tools, sales navigation platforms. So it's quite a big uptick in price. So obviously, and is this not then this isn't the thing that will add people for you. You couldn't get the list of people. This won't do the automated adding.

Is that correct? That's right. So yeah, you can do it manually, but it obviously takes a while. That's how I started doing it manually. And then again, like I say, I did this program and they put me in touch with this provider of this piece of software, which kind of does it. And is that allowed to be done with LinkedIn?

Are they allowed to do I know that it's always a gray area with software is it something there they allow, or is it like a, you got to take it at your own kind of risk. Yeah. There's it's, I don't know. Most software is like that. So I'm just curious if that was a.

Yeah I've never, I've heard this come up before I've never actually spoke to LinkedIn about it, I've never actually asked them if it's, if they allow it or not, but I've never, I've used it for, I've used some kind of tool for about six or seven years, and this one specifically for the past two or three.

And. Yeah, I've never had a problem with it and nobody, none of my clients have ever had a problem. It's never come up to find that information out if it is, if think that's the main thing to know. I know that, I do know if you spam ad, because it happened to me. If you spam ad, A lot of people like, you spent, but if you said, I say, doing all the things you just said, like adding the people in and having the ideal target.

But if you add too many people in a short amount of time they threatened to ban me. They threatened to ban me. And that was just because I just sat in the car and I was bored and I was like waiting to pick up my wife from somewhere. And I was like, Oh, I'll just add some people. And I just sat, found the list of people I need to add and I just carried on going.

And then it, And then I got hit with a seven day suspension, and then it was like, It happened to me on Facebook. Facebook do a similar thing. So obviously I've always done the organic similar process, but it's just about taking it steady because each different account has got different, limits on it, depending on how old it is, depending on the connections that you've already got, depending on how much you use it even, how much you're posting, so it's just about starting off slow and building up, but that's the beauty of this tech, you can set these parameters on it, so it'll not just, obviously we've got a list of 2, 000, up to 4, 000 people, it doesn't just go through it.

Gradually . Yeah. Yeah. 4,000 people overnight. It is yeah. . Yeah. So that will just slowly drip, drip, feed people Your ideal target Yeah. In your background. That's brilliant. Yeah. Yeah. So it's just, it's it's very well automated, so yeah, it's just constantly building up your audience with the right people.

So after a while. It's just constantly, consistently going after a year or two, you've got literally thousands of connections on there. We're all your most perfect ideal client that you're posting content that's relevant to and tailored around. And yeah, and making connections with these people and building relationships with them.

The upshot of that is, is that yeah, leads come through and appointments come through and deals come through thick and fast. It is. LinkedIn is, LinkedIn is one of those places I it's just interesting to hear this cause we haven't had a link, someone come on LinkedIn. That's why I knew you were coming on.

I was like, I just want to talk with you about it. Cause it's one of those, it's the only platform. It's not one of, it is the only one I can think of where you can target specific. Like jobs. I always say to clients, if you know who it is, you work with, and that's where you go back to what you said before, that's what stuff you do with them, finding it, defining who that person, if you don't know who they are and what they more specifically, what they do and what they call themselves.

Cause I don't know if that's something LinkedIn. It's the, it's not, I've had people that like, I work with business owners and I'm like. But what business owners, because no one writes, I'm a business owner and anyone who writes, I'm a business owner or an entrepreneur normally is going to be like you probably don't want them because they're probably not that good.

Like they're actually like, as you say, like a dentist or a lawyer, you actually write what they are. So you need to know that. And I think once you know how to play in LinkedIn's parameters, it's unparalleled to any other platform. Yeah. It's say it ticks the boxes because it's like you said, that is part of it.

That's the main part. Before you even touch LinkedIn, it's about defining exactly who it is and not just, like you say, some people want to do business owners. You can't just do business owners, really. It's just too broad. You need to dig into the psychology of one specific avatar or customer profile and dig into that psychology.

So a business owner could be a gardener earning 20k a year or it could be a director of a corporation of a thousand heads headcount where he's earning multiple millions and then the psychology between the two business owners are going to be completely different, aren't they? Yeah, that's the key part.

And then like you say, it's just. The more you learn about them, cause I'm still, obviously I've been through this process myself. I used to do digital marketing, as for anyone and everyone. Now I just do it for financial services and I'm always learning more about the market and how to sharpen up my messaging.

And I'll hear a certain problem on a call and add that into my marketing message. And it just I see an uptick just from that. And it's just, and like you said, how they identify themselves, like brokers, there's loads of different ways that brokers identify themselves. I was a nightmare advisor, advisor.

Like broker, expert, professional, principal, yeah, like director, like it's pretty yeah, it's pretty senior mortgage. Like it's like a whole thing that like, like when you start looking into it, it's pretty crazy. Yeah. But like you say, you just, you get to learn more, the more you dig into it and the more you immerse yourself in a certain niche or industry.

Yeah, you definitely do. I definitely, I could echo that completely. Me and you do the same job and instead of knowing each other, we do a similar type of thing and we've known each other for a long time. And I know with me, like I, as you get better at it and you learn more about your niche, so to speak, you start real.

I like with one of the things I talk about with me is I don't really work with people. So I only work with business owners who turn over a hundred grand and it's probably more like 200 now and they have to be fee charging advisors. No. I didn't know that. That's just when you start, as you say, when you start looking at your data and start looking at your stuff, it was like, Oh, everybody I work with charges fees.

And all my best clients are fee charging advisors who make between 100 and 200, 000 a year. And they have a a kind of can do attitude. So they don't require somebody to try and make them go. They're a self starter, not a Kickstarter. They just want someone to guide them. Once I realized that, but I wouldn't have, it took me years.

It took me like three and a half years, four years. And it was only when you look and then you go, okay, I can tweak my messaging to that, which is why when people listen to me, sometimes I'll go, they'll get annoyed with me when I'm like, really, and you'll love this because you're this way as well as the marketing message is about leaning on trying to identify with the people who work with you.

And so sometimes I'll sound off about fees and I'll sound off about certain levels of income or whatever. And do I really care if you charge a fee or not? No, not really. But it is, you do you, but it is also this isn't for you. If the marketing isn't for you, it's for this specific person.

I think that's exactly the type of stuff you're saying, isn't it? Yeah. And it's pre qualifies people. The newer, say, you know exactly who your ideal client is. Like you said, it's pre qualified. Brokers earn in between what you say, one and 200 K. And when you put that in your marketing message, it kind of filters out all the ones that aren't, you probably can't help as well.

And they probably couldn't afford you. And so they're not going to have any help to you or you're not going to have any help to them. So it, yeah, all that messaging just, yeah, instantly pre qualifies the right people. Yeah. So one of the things I wanted to ask you, this is something that has And I wanted to ask you this on here because I want to see it first of all, if your if your stance has changed.

But something I learned from you and I've learned, I learned this massively. It was something I really probably wanted, but a big part of my success was one of the things you said about this and you might even, you might not even remember this, but you will have always been, when I knew you, when we worked together, absolutely adamant that you didn't take phone calls, that you didn't take phone calls at all.

Yeah. And that, and you said something to me when we were like, when you were coaching us, we're all in that kind of group coaching thing. And you said that phone calls, when someone calls you, they're effectively saying that their time is more important than your time. And it's disrupting the thing you plan to do.

Yeah. And that specific advice that you said. Categorically, because at that point I hated phone calls, but I was like, I'll do it if I have to. And since that point, I've always been like, no, you can get lost. Like everybody, because I always play that back. There's when someone said, do you still hold that same stance?

Is that still how you are? I'm just hoping my phone doesn't ring now. Yeah. Yeah. Yeah, I never take phone calls. Sorry, you paused. But yeah, I know 100%. That's like you said, you hit the nail on the head there. It just takes you out of what you're doing and you want to be in a, in that zone of doing whatever you want to do.

Whatever you're trying to do, be present in that. And yeah, take your calls reactively. It just takes you out of what you're trying to do. And like you say, it's generally someone else's agenda as to why people are ringing you. Unless it's obviously a sales call. But even then I'd, I'll make sure they're booked in and screened and make sure they're pre qualified before I'll invest that time ringing them and when doing a zoom call, which is how everybody does it.

These not everybody, but it's how I do it. And yeah, the beauty of that is as well, you Batching everything into I'll do my calls on two or three days of the week and my other stuff on the other days of the week. So then I'm focused on what I'm doing on calls. I'm in that mindset. I'm focused on that one thing where if you're working on something on your laptop and then.

call comes in and you're like, your brain's off in there. It's off on there. And you're just like, you're not fully engaged or present in either one of the two. And it just ends up a, yeah, a waste of time for me. Do you find that a mortgage brokers should, and mortgage advisors, they should be more like that, but they should have a more of a, cause I know that in the industry, a lot of people I've spoke to many advisors in different events and speaking things and stuff that they all seem to be quite Not all so sorry guys, not all of you because, but some of them seem very Reactive so to speak.

Is that something that you see? Yeah. Yeah. A hundred percent. That's the whole kind of Premise of everything that we do is to show people how to not obviously just to generate business, but to run a business in a scalable and productive way. And that all ties into it. I think it was, we've done sessions in the past where you've been on Ash about kind of Delicating things and working out what your time is worth and just putting that into the right things.

And yeah, and like we said before, and it's just optimizing your time and that plays into the, yeah, the phone thing for me, because that when you add it up, if you're taking a lot of reactive calls over the course of the week. And a lot of them are often people just ringing up just to, what's the word?

I can't think of the phrase just to when they say someone obviously wants to tap into your mind for five minutes or something. Oh, yeah. I know what you mean. Yeah. I'm trying to, yeah, I know what he's trying to say. I know what you're saying, but I can't think of the actual terminology of it.

But basically a lot of them are extracting free information from you and they're just tire kickers Serious people that were going to pay money. And that's the point of business is to, yeah to build and connect with people that were going to pay more. That can be a, I think that's something that's took me a long time to learn.

And I don't know if you've had this again, I'm naturally not that way. And that's something I said, I learned that from you was the, I learned the ability to watch somebody very much respect their time and be like, no. And then, and one of the things that like. You talk about that tire kicker and they want the value.

One of the things I've always struggled with, and I'm definitely struggling with as you get more successful, and I'm sure you've had the same thing is that when you first start out, it's and I think mortgage brokers absolutely can relate to this potentially is that when you first start out, every lead is a lead.

So it's this is, when you really start, you're like, I just need the business. But as time gets on, especially the type of things that like I do. And that you do, like I build up, build myself out as a public figure in our industry. Eventually it's a flywheel effect. And eventually you start to build up momentum and people message you.

And that's great at the beginning because you want people to miss, cause it's oh, wow. Yeah. You're asking me questions and this is there and get, but then you hit, when you hit like where I'm at now, which is like a waiting list and stuff. It becomes really hard to then have to say to somebody like.

I can't and I don't know if you have this or not, but it's like I can't spend two hours a day sat Answering dms because I would be I can't you know, so you have to then start creating ways of like going look Thank you very much here's the question. That's why I built that free course I made because I was like, these are all the questions people keep asking me Yeah, I don't know if that if you have a similar thing you have to I know brokers you can end up with these Not they're not time wasters because it's not meant in that way but as you say it's It's a, can I just ask you a question?

I'm like actually like that question now is worth a lot of money. People pay quite a bit of money. I'm happy to answer them if I've got the time, but yeah. I think it depends who's like you say, I'm quite happy to help people out on social media and stuff. I'm just having a quick question. It's just a message.

That just doesn't take much time for me. But it's more the calls, like if someone's calls take a lot longer than just type in a quick message or quick reply to somebody. That's the thing I try to avoid doing. And like I said, literally I think there's about seven people have got my phone number and I wanna keep it that way because I just, it just, yeah, it's just a, an annoyance having to.

Answer calls when you don't know what it's about. And then it takes five minutes to establish what it's about. And then another five minutes to get to the point. And then it's just, yeah, it's just, it's the whole small talk, isn't it? How are you? Yeah. And then 15 minutes in and you're like, what do you want?

Not that I'm rude or anything, but you get what I'm saying. It's the reason why I do this podcast though. One of the reasons I love this podcast is like I can catch up with you. Cause we worked together for over the years and I have a long list of all the people, but I can catch up with you, but I can also catch up with you in a business promoting for both of us in a mutually beneficial way.

Like I love that. The ability to be able to go like Alex Curtis, do you want to come on the chat? We can chat for an hour and it's useful time. Cause I always think about dead time, yeah. That's it. You've, I think you've read that book as well. Essentialism. Yeah. Yeah. Yeah. That was good.

You recommended that book to me. Yeah, that, that helps me. There's a few things, but that was one of the main kind of instigators and catalysts to that kind of mindset about just saying no, unapologetically saying no to things that aren't going to get you to where you need to be, focus, like I talked about before, the main things.

For me, that I focus on is generating quality appointments and conducting them. Things that take me away from that. I've got to define if it's worth me taking, getting, being taken away, like this stuff is. Because it's, like I say, it's catching up with you and it's leveraged and people are going to see this.

It's worth doing this and I like to. Like you said, catch up with people because sometimes when you work from home, sat in front of these bloody four walls week in, week out, you forget to see or interact with people. But but yeah, like I said, that, that book really cemented that for me that it's just, yeah, you need to be really careful with your time.

Your most valuable commodity isn't that you can make more money, but you can't make more time and it's about spending your time on the things that are going to make the most amount of money. So the rest of your time, you can spend doing whatever else you want to do in life that fulfills you.

Completely agree. Yeah. So one of the things I do want to, I did want to ask you about is AI. So you were very much a like a spokesperson for AI in the industry at the beginning. When it came out November, 2022, I think is when it was released to the world. And you were quite right at the forefront of that.

And I've been using it a lot as well since then, but what's been your what's your kind of opinion on it in the industry right now as a whole in the marketing space for mortgage brokers in general, what's your kind of take on AI at the moment? Yeah. So again, going back to what I mentioned about my whole business ethos and the stuff that I try to get across to my clients is that about earning more and working less than having that balance and AI just perfectly fits that bill in terms of, yeah, just getting more time, buying back time by using and leveraging a lot of these tools.

Like just for one example, going back to what I mentioned about, Defining the ideal client and digging into the psychology of that market and putting together a message that encompasses psychology. We used to get guys to go out and do surveys and put posts in social media groups, speak to people to find out what's going on in the head of the market.

Now we can just bloody ask ChatGPT and it gives you it in three seconds. Because months to get that data and it's gold, that data. And then, JackGPT, again, we can just keep going from that feed and just ask it based on the psychology that you've just given me there. Create me a LinkedIn about you section based on the triggers and the psychology that you mentioned.

And then we can ask it to create a post based on it, a LinkedIn post, or a social media post, which can be put in others as well. And then we can ask it to create a YouTube script or video script. Yeah, it's just about prompting it in the right way. I'm on a course myself with one of the main kind of influences, if you like, in, in AI and yeah, the prompts are like a couple of A4 size.

Are you using, are you part of the marketing AI Academy? The the the one from you've had the AI podcast. No, I'm not sure. No, but the one. It's by a guy called Reuben, I don't know what it's called. I'll have to find the name of the other guy. I've been listening to their really big as well.

You might like the two of them. That's so one of the things I want to ask you about that then. So if you're using, so this might mean getting a bit deeper with this. Some people wouldn't listen. Are you making, then you making custom GPTs for each individual client, or are you actually just creating prompt lists?

Yeah, so we're just giving them, obviously I've researched it and finding out what are the best prompts and once I've nailed it. That's very hard to do. So for people that's not just, I'm going to say just a prompt list, people listen to this, like the right prompts are very hard to do. Yeah, it's not there's a big difference between like I do a lot of work with my client and then they're like, and when I show them, What it does.

And then you'll know this even as well is when I show them the prompt work and I'll do this and then you say it's like a pay for page and they're like, Oh, wow. And then the results come out and it's significantly different. Yeah, that's it. That's the big difference. Cause most people think, I think it is just about just asking it, like I said before, I.

I was just giving that example last kind of what are the main problems and pain points of a specific, for example, a pilot who earns 100k a year, but that's a basic prompt. Obviously you'll get okay results, but then yeah, it's just about leveraging all these kind of really tailored and yeah, there's just so much more detail that you can give it the better the results are like you said there.

And it makes such a difference if you really yeah, give it the right prompts. So it's. That's how you get the full kind of squeeze out of that out of GPT, I think. Do you think that it's going to change the mortgage industry as a whole? Or do you think that's not really? Yeah, because I was playing around with, the custom GPTs to build one specific for brokers.

But there is a lot of things, obviously marketing standpoint, there's loads of things you can do in terms of getting it to create ad copy for social media copy. Getting it to. Build to to write emails to send out to your database or yeah, there's loads of things in terms of marketing, but there's other things as well that it can do.

Like you can now read bank statements and things and pick out bits bank statements and yeah, great documents and emails and things to certain people or to like lenders or whoever. There's a load of things that it can do. Which aren't specifically marketing based. I work closely with he would have been an episode or two before.

I work closely with empowered, the lenders, there's a mortgage broker, there's a mortgage lender called empowered, and they are they're from, and it's MQB is the, is their parent company. I know Matt, Matthew, who's there MD, I know him quite well. And he's been, he was just in the podcast, but they are like, Really forward on AI, like really forward.

When I had them on the show, they have a full marketing assist thing that effectively writes compliant content for brokers, like completely FCA compliant, it's pretty crazy. And then they have. They have a bank statement reading software and they get fully underwritten all of their case, all of their, when you submit a mortgage to them, all of their mortgages are underwritten by AI.

So it's pretty mad, actually the stuff they're doing. I've got their, I've got their, they'll be on the show soon. They're actually I engineer the head engineer coming on to talk about it because they were talking about how much has changed. Yeah. But they're a small nimble bank, so they can not bank, but like a small nimble lender and not a bank.

But, the bigger players will, it'll be slower. I think for them to come into the space. But yeah, it needs people like that to push it, doesn't it? For the others to be A lot of that stuff is free as well. A lot of the stuff they're putting out there is free because they said it needs.

Matthew was saying we need to push it because if we don't push it, then, it just slows up for everybody else. But like you say, you can even brokers, they couldn't actually upload their kind of financial promotion stuff from the FCA or the guidelines into charging people. I think you have to have the premium one to do it.

You do. Yeah. Cause the latest one, yeah. But once you've done that, then you can just say in every post if you've prompted it in the right way. After you've asked it, I think if it's creating social media posts, you can ask it to do your post, and then just please refer to the FCA guidelines that have uploaded and make sure all the required disclaimers are on there, and it's fully FCA compliant, which is obviously a sticking point for a lot of people, especially with a lot of networks these days.

But it's stringent on what's posted and how it's posted. So I know one that I wear one guy and I won't put him on here. I didn't say his name cause he, cause it's not always good what he did, but he brokers listened to this. We'll get this there to the CPD. He's, he was like da, he's da. And he was like, he hadn't done any CPD, but they have to have the CPD log.

So he was like, can you write me a full 12 month CPD log? And , then it was like, broke and this is what I need to cover is these things. And it was like this, it was like, it was hilarious. . Yeah. And he was like, done. Took me like three minutes, . Oh, this is it. There's so much it can do. It's I've been using it well, pretty much.

Since it came out and there's still things I'm just even was just normal life stuff. Like it's just Google for me now Don't use Google. I'll just have to see whatever it is. I need to know in life Why are you using it? You were using not just GPT What you using like Jasper and things like that beforehand?

Oh, yeah, you were when we were working together you this came out after we stopped working together, but you were quite Into all of that stuff while we were working together, I remember you talking about AI, you did a post that was like this whole post has been generated by AI. And that was before chat GPT.

That was quite a while before. Yeah. Like you said, Jasper was like socially run a lot of Facebook ads and that was for writing space of sales copy. Obviously you can employ an actual copywriter, but that was good for doing that, which is basically what chat GPT does. which actually Peter does if you prompt it in the right way.

So he acts as an expert copywriter with 20 years of direct response marketing experience, creating me a post, digging into the psychology and obviously whatever else. But it's, I can't remember how much Jasper was, but, It was a lot of money, Jasper, wasn't it? Yeah, a lot. So I swear it was at least if it wasn't about 80 or 90 a month, it was, I think it was close to click funnels price from my understanding, 150, 130, 270 a month.

It was in that kind of ballpark because I looked at it a few times because I'm not a confident writer. I work at it more now. And I mixed between doing some AI and some written myself and I've actually found the AI helps me. Get better at writing because I see examples of what looks good versus what doesn't.

It's helped my vocabulary for sure. But Jasper, I remember looking at that and being like, I want to learn, but I don't want to learn that badly. I think that's quite a lot, like what it is. But yeah, I think that's, you've just nailed it there in terms, because a lot of people will just copy and paste the results to get from check GPT.

But yeah, it just needs to it needs to be edited a bit and it's good for templates really. Cause yeah, it needs to sound in your own voice, but even that, you can now upload a lot of your content. Like you could upload your YouTube channel to it and write stuff in your voice, not in your voice vocally, but in your tone of how you talk about.

You can upload your actual YouTube channel to it. Yeah, all your content. So then it'll process how you say things and how you, the terminology you use. And then you can just say right in the style of Ash Portland and create me a post on whatever, and then it'll say it in your own voice. It's clever, isn't it?

It's super clever, mate. We could talk for ages. I didn't realize the time. So Dan, if you want to learn more about working with you, they want to do more with you, where's best place for them to go? Facebook or LinkedIn really, Dan Reddish. Yeah. So Dan Reddish on LinkedIn, I'll make sure that they're they're all linked into the show notes here for people to see.

But yeah, the stuff you're doing on LinkedIn sounds great and it's all the type of stuff I'd be recommending people to do. So I think that's a really, it's people are looking for it and you've got capacity at the moment for new clients, correct? Or is that not something you. Yeah, no, it's a very scalable model in that sense.

So yeah, with the new age advisor and yeah, both really new age advisor and new age firm to do. Yeah, like you say, that LinkedIn strategy, I think people are getting the best success through that strategy at the minute. I just spoke to Joel, the guy we've been working with for just under a year now, and he's I didn't realize at the time, but he said he was doing two and a half K a month when he joined us.

And then the first month they did 10 K just off that first month, LinkedIn, they got it pumping straight away. So it can happen quick. Yeah, it doesn't always happen quick. No but there are examples of it can, and if anybody can also be reachable down my, yeah, no, thank you so much for coming to show.

We'll wrap this one up and then we'll have a chat quickly off air, but thank you so much for coming on buddy. You're welcome, mate. Absolute pleasure.

How do I stop it? You should know Ash, you're always telling us off.