Faith First: How Joe Shalaby Built a $5B Mortgage Empire by Breaking Every Rule

In this game-changing episode, Daniel Walton sits down with Joe Shalaby, the most-followed man in the mortgage industry and founder of E Mortgage Capital. With over $4.7 billion funded last year and a personal brand reaching millions, Joe shares the real story behind his rise—from a 20-year-old loan officer to leading one of the most disruptive mortgage platforms in the U.S.

You’ll hear:

• Why posting mortgage content is killing your growth—and what to do instead
• How faith and family fuel Joe’s leadership in times of pressure and prosperity
• The content strategy that cost him engagement—but built eternal impact
• Why loan officers must build a personal brand or be extinct in 24 months
• The truth behind his “no commission payback” model and why it changes everything
• How  E Mortgage Capital supports LOs with everything from leads to legacy

If you're a high-performer stuck in the status quo or a new loan officer dreaming of ownership, this episode is your call to leap.

🔗 Connect with E Mortgage Capital (@emortgagecapital)

Presented by Daniel Walton (@yourpropagandist)

Transcript

0:00: Yo, what's cracking. 
 0:01: This is Daniel Walton, and this is the show for those who don't believe in limitations. 
 0:04: So if you're ready to be better than you were yesterday and hit new levels mentally, physically, financially, or spiritually, it's time to go higher. 
 0:11: So the most followed man in the entire mortgage industry. 
 0:15: Tell me, how'd you get there? 
 0:16: , well, By being a contrarian thinker when it comes to your content strategy. 
 0:26: Because if you were gonna do content in the traditional content form of a mortgage of mortgage content, then nobody is gonna really resonate with that other than people who are actively in market trying to buy a property or something like that. 
 0:42: And even then they're just gonna refer to you for educational content, whereas my strategy was to entertain people, to get them to know me, to like me. 
 0:54: To relate to me, and by being able to know me like me and relate to me, they'll inevitably do business with me. 
 1:02: How did you get to your knowledge in the mortgage space in the first place? 
 1:06: Well, it took dozens of years to attain the level of knowledge I have currently, because I started in the industry when I was 2020. 
 1:16: So here we are. 
 1:17: I'm 43. 
 1:19: To 23 years of being in the mortgage industry, and the way the mortgage industry has been for me is every single day. 
 1:27: I learned something new. 
 1:29: Or a few things that are new. 
 1:31: So it's, it's an ongoing education curriculum that I really subscribe to with the way I, I, Engage myself in the mortgage space. 
 1:44: So, I'm always seeking new ways to do mortgages, seeking new products, seeking new partnerships, seeking new innovation when it comes to technology or branding. 
 1:56: So this has been a big journey for me, and I treated it as a journey cause I can always learn, adapt, grow, and I know that there's so many more resources that I haven't even plugged in that I haven't even plugged into. 
 2:10: And lately, I, within the last 10 years, the mortgage broker community has become a lot more collaborative, and as a result of the collaboration amongst the community itself, me being one that understands. 
 2:23: The power of collaboration, I'm really able to dive much deeper into new relationships, new collaborative opportunities. 
 2:31: And the biggest catapult for me was when I launched my own podcast, and I was able to engage with other founders and CEOs in the mortgage space, and just like hit off really, really tight relationships with them. 
 2:43: Yeah. 
 2:44: So, speaking of catapults, what is one thing that you wish you knew earlier that catapulted you forward that you could Tell other mortgage off or loan officers or brokers that are in their twenties like like you were when you started. 
 3:02: Always seek collaborative opportunities. 
 3:05: It's through collaboration that you're gonna grow much faster, you know, obviously we all know the saying, you can go fast alone, but you could go much farther when you're together. 
 3:15: The old African proverb, that proverb is so true within the mortgage industry, because You're really nothing when you're on your own in an industry that's like a massive ocean. 
 3:31: You're just a tiny little fish. 
 3:33: But when you collaborate with other fish, sometimes they're bigger fish than you, you can move the needle much faster for your own objectives, for your own goals. 
 3:40: So always seek collaborative opportunities. 
 3:42: That's the first thing. 
 3:43: The second thing, and I would say this is more important than the first thing is. 
 3:46: Do God's work. 
 3:48: Serve first. 
 3:49: Yeah, be of service to others. 
 3:51: And make sure that you're always seeking to do God's work, always. 
 3:57: Always put the client first. 
 3:59: Don't put your own motivations first. 
 4:01: As long as you serve, the money always follows. 
 4:04: Yeah. 
 4:05: I think that was something that actually really stood out about you, where we hit it off. 
 4:09: Remember we connected at at the gym. 
 4:11: And you're, I was like, what do you do? 
 4:13: And you're like, I, I help, I help employees and business owners, or I think you said I help employees become business owners and scale their own business, something along the lines of that. 
 4:24: And You, you didn't talk anything about yourself. 
 4:29: Everything was just about how you serve other people, how you serve, business owners who want to scale their business, and, you know, it was very impressive to, to me, and then, as somebody who does marketing. 
 4:42: Businesses, I can quickly put numbers together, non-financial, like employees, certain budgets, certain other things, and I start to, to realize I'm like, wow, this guy actually has built a very successful business, but that wasn't how you, you presented yourself. 
 4:57: you have over 1, 1200 employees now. 
 5:00: How does faith play a role in your, your day to day life and just how you scale your business? 
 5:09: You know, I'm Coptic Christian, and I come from a persecuted Christian,, a persecuted Christian heritage, and we fled Egypt because of faith. 
 5:26: So imagine getting killed for just being Christian. 
 5:29: It's just like, you really can't imagine that because you, you don't know. 
 5:34: Now, imagine like getting bombed, getting martyred. 
 5:37: You know, It's really something unfathomable. 
 5:42: When you put that in the context of like business and you're like, you know, I was getting killed. 
 5:47: For my faith back home. 
 5:50: And in America, I'm able to rub it in your face, and you can't say anything. 
 5:55: You'd be like, oh, Joe's a terrible Christian leader, like, what are you gonna say if they're allowed to wave. 
 6:02: You know, pink, purple flags or rainbow flags. 
 6:08: Like, I can raise my Christian flag, like that's OK, it's part of my right. 
 6:12: So yeah, I took that concept, you know, and kudos to the LGBT community for really like shining a light on this. 
 6:20: it's like I took what the LGBT community does, and I just put it in the context of Christianity, and like I'll wave my flag, I'll wave my cross, you know, cause I'm allowed to, so. 
 6:35: Leading with that first has helped me. 
 6:40: As a leader, because I could try to do the best I can to exemplify Christ's teachings through leadership strategies. 
 6:49: And And then, because I think with that mindset, I feel like God definitely empowers what I do, you know, like, cause I'm putting him first. 
 7:02: I just did a You know, a content block for 7 days straight during Holy Week, because it was the first Holy Week that the Western Christians shared with the Orthodox Christians, which hasn't happened in my lifetime. 
 7:21: It's always been You know, Orthodox Christians have a different Easter than regular Christians. 
 7:27: It's like, for years, I can't remember when. 
 7:30: I celebrated, you know, Easter with you. 
 7:33: So what I did. 
 7:35: During Holy Week was. 
 7:37: I put out Holy Week, a video for Holy Week every single day. 
 7:41: Well, now I got a million+ followers, and people were like, what the heck is he doing? 
 7:47: He's got this priest talking about, you know, the road to Emmaus and and and Covenant Thursday and Good Friday, and Bright Saturday and Resurrection Sunday, and People didn't get it. 
 8:03: Some people did. 
 8:04: It still got, you know, 20,000 views of video, but nobody liked it, you know, like it would be would view it cause I hadn't, I'd get like 60 likes on a video with 20,000 views. 
 8:14: I'm like, you know what? 
 8:16: And then the algorithm put me in the doghouse, like, everything I put out after Holy Week for like, you know, 7, 10 days was like not getting shown to my audience. 
 8:29: I switched my content strategy. 
 8:31: I, I worked with my prior content, strategists. 
 8:35: I created all new content strategy, all new content, and then I just started going viral, like mega viral, more viral than I've ever been. 
 8:43: Now every video I do for the last two weeks has been getting 6 figures minimum on a video, and I was like, I knew it. 
 8:52: I was like, doubtful. 
 8:54: For, for a couple weeks, doubtful like, is that like I sacrificed my my own years of efforts. 
 9:04: To attain this big following. 
 9:07: And here I am. 
 9:08: I'm gonna be in the doghouse forever now with all my content's gonna bomb. 
 9:12: And just like that, God's like, don't, don't give up, you know, like, boom, I'm gonna, I'm gonna bring you back and I'm gonna bring you back better, cause I innately I knew God was gonna bless this, cause I I reached. 
 9:26: Hundreds of thousands of people through this strategy. 
 9:29: Did it resonate? 
 9:29: Did it bring people back to Christ? 
 9:31: I don't know. 
 9:31: God, I just, I plant the seed, God waters it, you know, I plant Apollo waters, that's what the scriptures always said. 
 9:39: So I planted the seed, God watered, I was in the doghouse, but nothing turns around instantly. 
 9:44: It wasn't gonna be like, I was gonna be on the dog house as soon as holy goes over. 
 9:47: , but I, I, I sacrifice. 
 9:51: I knew that this is what I gotta do. 
 9:54: For Holy Week, this is what I gotta do to kind of like remind people of the importance. 
 10:01: Of Of Holy Week and sure enough. 
 10:05: It just took off. 
 10:07: My content took off. 
 10:08: , people are still probably watching the Holy Week videos now. 
 10:14: I'm still, those view counts are going up and people are still learning about, you know, how important Christ's sacrifice was in every single day during the holy week process the the the sacrifice that Christ gave up for for. 
 10:29: , before he went to die on the cross, and then, you know, the whole resurrection process. 
 10:36: I mean, so it was powerful content, it worked, put me in the doghouse with my audience, but God blessed it, and here I am. 
 10:43: I'm back and I feel like I'm gonna grow faster and stronger than ever. 
 10:47: Yeah, you talked about doubt and and self-doubt, which can be a, I think a big player in in people's lives, especially ones who are are high achievers. 
 10:59: When they're in the situation that we're in, which is a a down economy, people aren't spending as freely as they used to, but you as an individual still might be doing the same work, but you're not getting the same reward that you were previously. 
 11:13: How do you combat self-doubt and doubt and how do you rise above above that as a as a leader and somebody who has wild ambitions? 
 11:29: So for me, that doubt is overcome by consistency. 
 11:33: So I'm like, you know what? 
 11:36: I failed today. 
 11:38: I'm gonna go back tomorrow. 
 11:39: I failed tomorrow. 
 11:40: I'm gonna just do it again the next day. 
 11:42: And that being consistent about it, it, it overcomes that doubt, because I'll just keep fighting, you know, as long as I keep fighting at some point, like something's gotta give. 
 11:55: And that theory may not work for everybody, but thank God it's worked for me because it's being consistent and having faith. 
 12:02: Like I have Powerful, insane amounts of faith, like yeah, people have always been like, dude, I can't believe you're going out in like, you know, my partner says like I got a rabbit foot shoved up my butt, and I'm like, that's not the case because I really walk with Christ. 
 12:21: Like, I try to do the best I can and walk with God. 
 12:24: Do God's work. 
 12:25: He always does your work is what my mentor told me, do God's work. 
 12:28: He always does your work. 
 12:29: So I live with consistency and faith, and because I have that. 
 12:35: Overwhelming amount of faith. 
 12:37: You know, God just blesses. 
 12:41: How does faith play in your ability to combat stress? 
 12:45: In day to day life. 
 12:47: I know that as long as I stay faithful. 
 12:50: And as long as I You know, continue to lift up God and everything that I do, that he just brings peace. 
 12:58: Yeah. 
 12:59: So as long as he keeps bringing me peace, because I'd lift him up first, I know everything is gonna be OK. 
 13:05: Yeah, yeah. 
 13:07: Well, it's impressive. 
 13:08: I mean, you've built a a massive company, you're a leader to, I guess millions since you, you, you've got millions of followers, so millions of people want to see what you're about, Your company did over $5 billion in funding last year. 
 13:26: 4.7.7 billion dollars. 
 13:28: OK, 4. 
 13:29: We should do over $5 billion this year, this year, OK, so you guys did over over $4 billion in funding last year while other companies are going out of business and going bankrupt or coming to us or coming to you guys, What's the secret for you being a high performing CEO when times aren't at their best, arguably the worst recession in the history of the United States? 
 13:56: I didn't know there's a recession going on, but I'll take the question. 
 14:00: , you know what? 
 14:03: And all jokes aside, like, And, and I was talking to someone the other day about this. 
 14:09: He's like, he was actually my plumber and he's like been Working for me for 10 years and He uses, he uses, you know, his relationship with me to like go on dates. 
 14:22: He's like, I know this guy, he's the biggest guy in in in the mortgage space or. 
 14:29: And it it clicked. 
 14:30: He's like, you know, Joe. 
 14:31: You're not just like a mortgage CEO like, it's like you grind, you really grind like I'm like yeah bro, I was just grinding as you we were walking up the stairs here, you know, like I'm always on like I out grind everybody, right? 
 14:47: So. 
 14:48: You know, Monday through Friday, I'm working, I'm originating new prospects for the industry, I mean for the for our for our company, sometimes I'merging new loans. 
 15:01: Sometimes, you know, sometimes I'm doing meetings or whatever, like 6 a.m. to 7 p.m. I'm like, I'm working pretty much, right? 
 15:10: To some extent, Monday through Friday. 
 15:13: Saturdays, again, like 11 to 5, I'm shooting content. 
 15:17: So it's like I'm working all day, every single day. 
 15:21: Tomorrow is gonna be a longer day cause I'm, I got pot now, you know, I'm a content creator. 
 15:26: I'm a top podcaster. 
 15:29: I got a book coming out. 
 15:32: And I'm a CEO. 
 15:33: It's like, and and you you're a family man, and then I got 4 kids like before I got came here, I'm like. 
 15:41: I want to be so involved as a father, like, I'll pick the kids up from school, I'll get them ready, I'll feed them, I'll take them to jujitsu, I'll take them to baseball, I'll take them to football. 
 15:52: Yeah, I'll take them to basketball, and guess what? 
 15:54: I'll just have a mic on my ear and I'll just take calls and close them, and I'll try to be as laser focused as I can watching them, meanwhile talking. 
 16:03: Yeah, and you never seem stressed or overwhelmed. 
 16:06: What's the secret? 
 16:08: Cause God is with me, you know, God gives me peace. 
 16:12: Yeah, you know, like, I know that Christ just got my back. 
 16:17: Lifting everything up, I'm exalting him at all times. 
 16:19: , and I'm sacrificing my life and my kids' lives for them, for him, like, God, do what you want with me, and do what you want with my kids. 
 16:31: These are your kids, I'm yours. 
 16:34: What I gotta do today. 
 16:37: And I got a big calling. 
 16:38: I was like, you know, it's, it's It's a lot To do what I do, you know, you got, you know, big company content, podcasts, books, this, that, the others I got, now I'm going I'm touring. 
 16:53: Next month, speaking agents all over the country. 
 16:56: Like that's a lot, you know, like I gotta, I gotta do that now too. 
 17:00: I gotta figure out how to do that. 
 17:03: And take my kids along for the ride, so I'm gonna. 
 17:06: Figure out how to strategize that. 
 17:08: Sounds like it's time for the PJ. 
 17:11: Yeah, right. 
 17:11: No, I do have a, I was just thinking now cause I got my my flight to North Carolina, I mean to New Jersey, and then North Carolina I'm supposed to do podcasts and speak engagements and and Michigan, and I'm like, maybe I'll just Do it all with the kids. 
 17:29: Yeah, that'd be kind of cool. 
 17:30: Yeah, that would be. 
 17:31: Do an East Coast trip, yeah, it would be exciting for them for sure. 
 17:34: Yeah, so we're gonna see how that works. 
 17:37: Yeah, so a lot of people, I think, or actually what I think what you said that resonated the most was what recession. 
 17:47: A lot of people limit themselves in their beliefs. 
 17:49: They, they play into these fears, and let them, let them control them, but your mindsets everything, and it's one of your sharpest tools. 
 18:00: How did you develop that? 
 18:03: It's through resilience, you know, like. 
 18:06: I wasn't always this resilient, like, My journey of success. 
 18:14: And failure, and, and drawing nearer to Christ has really like enabled me to build. 
 18:23: Immense resilience. 
 18:24: What I noticed when I interview, you know, other founders and CEOs for myself is like most are faith based and have a strong, you know, connection with God. 
 18:35: And yeah, I, I really like the closer you are to God, the more you exalt God. 
 18:42: Like, the more resilient you'll be. 
 18:44: Yeah, you know, you look at all the lives of The saints, like Job. 
 18:51: Job was the most resilient guy ever. 
 18:53: How did he become so resilient? 
 18:55: Yeah, you know, Christ, you, you know, you, you look at the, Cedric, Mshek and Abdenago, the, the, the, the three saints thrown in the furnace of the fire, like God shielded them from fire. 
 19:10: You know, Daniel and the lion's den. 
 19:13: Like They used to be my Instagram handle from the lion's den. 
 19:19: My mom made it very clear that she named me after Daniel from the lion stand and not my dad, Daniel. 
 19:26: You know, it's the resilience and faith are are integral, right? 
 19:32: So, yeah, faith has allowed me to be much more resilient than than most, and I'm a little, you know, I'm, I'm very faithful when when it comes to, you know, doing what I can to, to please God and, and but I fall every day, you know, I definitely like one that falls on his face and just tries to improve that. 
 19:53: Yeah. 
 19:54: Yeah, you said a lot of CEOs and entrepreneurs are, are, followers of God and faith-based, but, very few of them are,, outspoken outspoken and lead with faith, which you're not like that. 
 20:11: How has that affected your success in in life? 
 20:14: And I, I lead with faith because that's Because I'm different as a CEO because Of my heritage being a persecuted Coptic Christian. 
 20:25: So I put that first like. 
 20:28: Although I directly wasn't persecuted for being Christian, like my family fleeing here, like, so I don't deal with religious persecution, having family in Egypt that's currently persecuted, putting that on my mind that that's happening to my friends and family now. 
 20:47: , And then You're allowed to be that way. 
 20:52: You're allowed to be outspoken about faith here in America. 
 20:55: Yeah, I think they. 
 20:57: So I just say I'd use it to my advantage. 
 20:59: Yeah. 
 21:00: You know what, if, if, If if again, if the LGBT community could just wave a flag in your face and say you are discriminating me, discriminating to me because I'm gay or I'm transgender, like, I'm surely certainly allowed to do that. 
 21:19: Yeah, if I'm Christian. 
 21:20: Yeah. 
 21:21: So I, I use the same context, the same concepts, and the only people I ever piss off or Extreme liberals. 
 21:32: Yeah, well, I, I don't think they're, I don't think you piss them off. 
 21:36: I think they're pissed off at their life. 
 21:38: They're just projecting their own self onto the world. 
 21:41: Yeah, so their own unhealed traumas onto the world. 
 21:45: As long as that's the only audience that's really getting, cause every religion is cool with me doing it, like Muslims, Jews, whatever. 
 21:53: Hindus, like, all love God, all in America, we all love God. 
 21:57: Yeah. 
 21:58: And then it's the extreme liberals are like they have a problem with that. 
 22:01: Yeah, not for everybody. 
 22:03: So the people that might be afraid to speak more openly about their faith, what do you have to say? 
 22:09: Just be vocal about it. 
 22:13: Don't hide from your faith like God will bless it. 
 22:16: I was terrified. 
 22:17: , back to my social media, I was terrified for a week to just do Holy Week content, one week of just Holy Week content, like, For a content creator that has not that never posted holy content, I was terrified to do it, but I knew that I'm gonna do it and God's gonna bless it. 
 22:35: I don't know when, but he's got bless it because I got the message out. 
 22:41: Yeah. 
 22:42: It has, yeah, I have a rule with myself when I'm afraid to do something, and I can and I recognize that I'm afraid to do it. 
 22:49: Obviously it's different when you're not aware of your own fear. 
 22:51: You can't really do much about it, but when I'm aware of that, I'm afraid of something, I force myself to do it, and it's never been the outcome that I thought was gonna happen. 
 23:01: It's always been greater, and that's what faith is. 
 23:04: Yeah, every time. 
 23:05: Yeah, every time you just plant a seed. 
 23:09: Yeah, just plant a seed. 
 23:11: Yeah. 
 23:12: And Apollo waters. 
 23:15: So you guys have built a a a successful business. 
 23:19: What has been most unconventional, well, unconventional about your mortgage capital being the fastest growing mortgage business in the space? 
 23:30: We are all contrarians, so thinkers, so we all just think outside the box. 
 23:35: We think, you know, if it worked in the mortgage industry in the past, it's probably not working nowadays. 
 23:40: So we're always just coming up with new strategies, new innovations. 
 23:44: And really like way outside the box, philosophies. 
 23:51: Yeah. 
 23:52: So it's just like being contrarian about your strategy. 
 23:55: And, you know, not go and going against the grain, and I think that that Has been tremendously helpful and. 
 24:06: When I go against the grain, like, believe me, like, I lead by faith, like I'm gonna go against the grain, but I have a feeling God's got my back on this one. 
 24:14: Yeah, yeah. 
 24:16: Yeah, community is really big, with e-mortgage capital, but why is that even important in the mortgage industry? 
 24:23: Because you can, you can't grow unless your peers grow, so you want to empower others so you can be empowered. 
 24:29: Yeah. 
 24:30: You want to serve others so you can be empowered. 
 24:33: How do you want to put others first so that you can be empowered, and then through that process, you're gonna be catapulted. 
 24:42: Yeah. 
 24:44: How do you guys empower others at emortgage Capital? 
 24:49: We give them so many resources, like we invest everything in our originators. 
 24:55: We give them everything from technology to HR support to IT support to legal support to marketing support to branding support, to, you know, system support, training, coaching, onboarding, you name it, we're investing in every single thing that a business needs. 
 25:14: It's a plug and place solution, totally out of the box thinking. 
 25:18: And it's innovative, like we're innovators. 
 25:22: Yeah. 
 25:25: You guys have built a success, very successful platform, but behind all the success, there's gotta be some battle scars. 
 25:32: What are your biggest ones that affected you on your journey? 
 25:37: The biggest battle scars are all compliance related, because when you're a company that is of our size, it's always lawsuits and compliance. 
 25:46: So, every, you know, we all know that. 
 25:49: People, attack big companies. 
 25:53: They don't attack little companies. 
 25:54: Why do they attack big companies? 
 25:55: Because big companies have money. 
 25:56: Actually, I would argue that the legal system really exists because of big companies, whether it's people going after insurance companies or people going after big companies. 
 26:04: You never hear about lawsuits with small people, so. 
 26:09: Our battle scars are all just You know, bad people. 
 26:14: That we made the decision to hire or work with or collaborate with that. 
 26:21: They are faithless, they're godless. 
 26:23: They just seeking money, seeking that are self, self-seeking. 
 26:29: That are, you know, Just not content with themselves. 
 26:33: Yeah. 
 26:34: Driven by greed, greedy. 
 26:37: Greedy people. 
 26:39: Yeah, and, and, you know, it's a combination of, you know, bogus lawsuits stacked with Multiple failures with myself when it comes to various marketing strategies stacked with multiple failures when it comes to Building a compliant platform for mass for the masses. 
 27:06: Yeah. 
 27:08: So how does a broker or loan officer Combat these issues so they don't have to go through the the pains that you went through. 
 27:20: The easiest strategy to combat those issues is piggyback on a company that already has built it. 
 27:25: Right? 
 27:26: You know, so if I had heard or knew about a company like EMortgage Capital before I built it, I would have never built mortgage Capital. 
 27:33: It just didn't exist, right. 
 27:36: Now we have competitors, do they do things as good as us? 
 27:38: No, but, you know, because their focus is on. 
 27:42: Maybe it's compliance or maybe it's licensing like our focus is like it's an entire end to end ecosystem with a primary focus on legion and marketing and data and helping people and technology and helping people catapult in those fields because that's what's important for growth. 
 27:59: Right. 
 28:01: So why would a loan officer or broker specifically come work with you versus maybe starting on their own? 
 28:09: Because it's literally impossible for a broker owner or a small mortgage banker to duplicate what we have in place currently. 
 28:18: It's impossible because we've spent I don't know, $100 million in the last 5 years on building this, but beyond, beyond the $100 million cause you can go get a hedge fund and give you 100 million bucks, it's like, All of the departments and the resources and the technology, all that comes with sweat equity, not just it's not a monetary thing. 
 28:43: You know, it's sweat equity, which you can't just buy. 
 28:47: You can't buy the work that we put in to build a massive end to end ecosystem that that can't be done with a paycheck. 
 28:56: Right. 
 28:57: You talk about your competitors. 
 28:59: What's the biggest lie that competitors ever told you? 
 29:03: I mean, we have competitors that say, oh, we'll pay you 100% commission, but they nickel and dime you for all these small things and then they You know, they'll have like some sort of payment arrangement where it's like, we'll pay your downline and you're and then you gotta pay a percentage of your downline, you're up and like, so how is it 100%, 100% when I make 100 and the checks 500? 
 29:26: Or 6 grand. 
 29:27: Well, you got all these other fees and like, so they Mickey mouse the whole. 
 29:31: You know, Competitor, I mean, like they Mickey Mouse the whole. 
 29:37: Wordplay so that it sounds great from from marketing perspective, but it's really a hodgepodge of Manipulation. 
 29:46: Yeah. 
 29:47: Yeah, they've got a good front end offer, but when you look at the details and read the contracts, you're like, I don't get it. 
 29:53: You just said it was this amount, like, no, it's not actually that's not exactly how it works. 
 29:58: So speaking of comp plans, how is e mortgage platform different than what else is out there or what some of your competitors might even offer? 
 30:07: So we just have a very aggressive comp structure, and what are, what we do that's different than our competitors is we're a mortgage bank and broker. 
 30:16: And we're also the first mortgage bank and the only mortgage bank to give you a raw rate, meaning we don't have a margin or hold back on the pricing. 
 30:27: The pricing is raw. 
 30:29: So if you broker the loan or you use our warehouse lines for the loan, the rates are the same, they're interchangeable. 
 30:37: So you have, you're incentivized to use our warehouse lines. 
 30:44: Because you have more control of the process. 
 30:47: So We're the first mortgage banker broker to give you 100% on raw pricing. 
 30:55: And one thing I'm really proud about is we don't, our loan officers don't have to pay back their commission. 
 31:03: So if you get a client who refinances within 6 months or sells within 6 months, usually you have to pay that commission back. 
 31:13: With our model, you don't have to do that. 
 31:15: You don't have to worry about early payoffs, which is a very big deal because early payoffs sting, they really, really hurt, and often you can, you can pay $10,000 for an early payoff, and that hurts. 
 31:29: It means you worked for free, and when you work for free that just throws you off your mojo and it's not the $10,000 that you lost, it's all the future business that you're gonna lose because sales is all mindset. 
 31:42: Yeah. 
 31:42: And if you destroy your mindset during the process, you're like, oh, I'm over it. 
 31:46: Yeah. 
 31:46: What's the worst advice you've ever been given in the mortgage industry? 
 31:50: Stick with what works. 
 31:53: That's not true, cause what works today? 
 31:56: It's not gonna work tomorrow. 
 31:57: No. 
 31:58: And mortgage people have had are are so stubborn. 
 32:04: And they're so set in their ways, they are. 
 32:07: My brother's a loan officer. 
 32:08: Yeah. 
 32:09: And they just think what works is what works, and that's not the case. 
 32:13: Like they're not malleable, they're not adaptable, they're not early adopters, and the problem with the mortgage industry as a whole, and that's why I'm the number one influence in the mortgage industry, which is crazy. 
 32:25: You know, how am I the number one guy in the whole entire industry? 
 32:29: That's nuts. 
 32:30: You got a good work ethic, I would, I would argue that that. 
 32:32: No, no, no, I'm talking about on social media. 
 32:34: I'm the number one most followed guy, you know, like, not like, yeah, we're number one as a company in the space you on camera? 
 32:42: Yeah, a lot, a lot, you know, but to be the top guy in social media just shows you that's a very antiquated business cause for me to be the number one guy and like. 
 32:53: Car sales or the#1 guy in real estate or whatever. 
 32:57: I'd need millions and millions, tens of millions of followers. 
 33:00: You know, here I only had to break a couple million. 
 33:02: I'm here I'm sending them one like it's light work. 
 33:06: Yeah, just a couple million followers, yeah, just a couple million followers and I'm beating everybody. 
 33:10: That doesn't even make sense, you know, so. 
 33:14: So the reality is that, you know, it's just an antiquated space. 
 33:19: Yeah. 
 33:20: So speaking of being a top performer, how do you spot a top performing loan officer in 60 seconds or less? 
 33:29: I mean, I can Identify talent within a minute of speaking to someone just because of how they compose themselves, the questions they ask, even like, Just their mannerisms, their body language. 
 33:46: So I'm able to identify just because I'm a talent scout when it comes to that, I can immediately identify top talent. 
 33:51: But thankfully in our industry we have tools to just tell you, hey, is this guy a top producer or not. 
 33:56: And often I would say like 90% of the time. 
 34:00: I can identify that person and then verify it with, you know, with actual data. 
 34:08: Yeah, based on their performance levels. 
 34:10: Yeah, they're usually right, usually I'm right, yeah. 
 34:15: So, I know you've built a, a very successful personal brand. 
 34:19: Is that something advisable for other mortgage professionals? 
 34:23: I'm going on a rampage speaking about this, especially on stage, and I'll say this now and if you don't build a personal brand, you will be extinct in the next 24 months, you will be. 
 34:37: And the biggest catalyst for that. 
 34:40: I chat GPT or DeepSeek or Grok or whatever AI platform people are using, and here's why, because The AI models are doing all the reasoning for humans now. 
 34:53: Now, where does AI get their reasoning from from the web? 
 34:58: If you're like, you have no reputation, no brand authority online, like, where is it gonna establish its reasoning model? 
 35:07: It can't. 
 35:08: So soon. 
 35:11: Soon Like when the consumers are shopping, they're just gonna ask, AI, who should I work with? 
 35:18: AI he's gonna respond, work with this guy. 
 35:20: He's got a ton of reviews, he's got a great brand, got a big following on social media. 
 35:25: People love him. 
 35:26: Don't work with that guy. 
 35:27: His brand he's he's a ghost. 
 35:29: I don't, I can't even find him. 
 35:31: People are already searchable, top like thought leaders are already searchable in Chatsy PT from. 
 35:38: AI it's already here. 
 35:39: Strategies are being deployed from AI through people's content. 
 35:43: Yeah, so it's already here like I'm all over chat GBT like you know everything about me through Chat GT I use Google anymore. 
 35:53: Why would you? 
 35:53: And the generations now like my kids are, you know, 89, 10 years old, 11 years old, they're using chat GBT for everything. 
 36:02: Yeah. 
 36:04: And then it's already here, like,, with With dating and then on the dating sites, if you were to date somebody and you meet them on Bumble or Tinder. 
 36:16: It could be a fake account if they, if they don't have, it's gonna, it is a fake account if they don't have social media. 
 36:22: Like if they don't have a brand presence on TikTok, LinkedIn, Instagram, YouTube, whatever, like you think it's, it's fake. 
 36:32: That's not a real person. 
 36:34: And, and you're usually right. 
 36:36: It is a fake person. 
 36:37: So building your brand is important in business, it's imperative in dating, it's imperative. 
 36:45: Like, in everything, it's imperative. 
 36:48: So if you're a hustler wanting to be the best, where do you start to build your personal brand? 
 36:55: How do you start? 
 36:57: I mean, you start, it's brick by brick, there is no. 
 37:02: You know, build your brand for $2 as a true s strategy. 
 37:06: You just have to be everywhere all the time. 
 37:10: So you gotta start with the basics, Facebook, LinkedIn, YouTube, Instagram, Snapchat, all those are free platforms to build a. 
 37:19: You know, profile on. 
 37:21: After you build your profiles and you gotta post on all the platforms. 
 37:24: You know, there's, there's platforms that allow you to cross post through one system, you know, so you just have, and then, you know, we try to be on blog platforms, Reddit. 
 37:35: YouTube, I'm on Amazon, you know, so I blog. 
 37:39: I post, I. 
 37:42: You know, I published books. 
 37:43: I, I mean, I'm, I'm on everything, on, on every platform. 
 37:48: Cause that's what it takes. 
 37:49: I mean, there's no one size fits all. 
 37:51: There is no build your brand in 60 seconds. 
 37:53: It's all. 
 37:55: Hash posh, that's not true. 
 37:57: I mean, it, it's true in the sense you could build your brand in 60 seconds with just a general framework, but then it's being consistent about it. 
 38:07: So you guys help existing mortgage brokerage brokerages, right? 
 38:12: how do they scale amongst all the chaos of running their own firm? 
 38:18: Well, when they come to e-mortgage Capital, they have a national footprint. 
 38:23: Immediately, that opens you up to where you've casted the biggest net you could possibly cast. 
 38:29: You immediately have access to tons of people who are winning right now. 
 38:33: People who are doing 7 figures a month, so you can identify their playbook. 
 38:39: And take bits and pieces for what works for them. 
 38:43: And implement your own strategies, or just hear from From another mentor, myself, I'm mentoring people, you know, so I'm, I'm there to help our people give them my my framework. 
 38:56: Yeah. 
 38:57: I mean, you've built your mortgage capital to a massive powerhouse of over 900 loan officers. 
 39:03: What's one thing loan officers are getting completely wrong in today's market? 
 39:08: They think that they're very limited when it comes to the amount of money they can make, when it comes to building their own business, when it comes to building their own company. 
 39:19: A lot of mortgage, a lot of mortgage originators have no idea that they could build a massive company. 
 39:25: On their own, like that misconception, like I could build a massive company, like yeah, you have your own company, your own brand, your own legacy that you own, that me at Emortgage, I work for you. 
 39:39: Like I'm here to provide you. 
 39:42: Infinite resources, so you could build your empire, and if I don't deliver, you could take it somewhere else. 
 39:49: Take it somewhere else. 
 39:50: I'm gonna build your company. 
 39:52: And after I build your company and I build your brand, I'm gonna fight like hell to keep you with me. 
 39:59: Yeah, so I'm your servant. 
 40:01: I'm indentured for life to serve you. 
 40:04: To make sure that you're winning and growing and prosperous at all times and continuing to grow your wealth, or else fire me. 
 40:12: Yeah. 
 40:13: So how is security a false illusion preventing a lot of people from pushing through and starting their own business with you guys? 
 40:22: People don't want to take a leap of faith in the mortgage industry because they're content with the status quo. 
 40:28: Like, I'm in the mortgage, I make 6 figures. 
 40:31: Yeah, like it's not that much better, like they don't know what's out there. 
 40:35: A lot of people in retail have no idea. 
 40:37: That they can make 7 figures. 
 40:39: A lot of people in retail have no idea that they can make 8 figures. 
 40:42: A lot of people are looking up to their CEOs of their companies going, I can never be like that guy. 
 40:47: Like, why not? 
 40:48: They're content making 30,000 a month, 20, 30,000 a month, like. 
 40:53: In Orange in Newport Beach, like that's poverty wages now here. 
 40:57: You can't even support a family. 
 40:58: No, you can't. 
 41:00: Yeah, not in Newport Beach, not in Costa Mesa. 
 41:03: Pretty much nowhere in California. 
 41:06: Yeah, I mean $2000 you can support a family in Riverside. 
 41:09: It's getting harder, not comfortable, you know, every time I go to lunch, it's like, did I just pay $30 for lunch, like a burger? 
 41:16: Yeah, for one person, yeah, for real, for real. 
 41:20: Yeah, it's crazy. 
 41:22: So to somebody that's on the retail side of things, and they might be a high performer, they're making solid, you know, $2000 to $40,000 month pretty consistently funding 20 plus loans. 
 41:34: What would you say to them when they're just very cautious of the risk to reward ratio of going the broker route? 
 41:45: Take the leap of faith. 
 41:46: Trust in yourself, invest in yourself. 
 41:49: And watch the magic happen. 
 41:52: Because if you do that kind of business with your own brand, with your own company, the sky is the limit because You're doing yourself a disservice. 
 42:02: By keeping yourself restrained and not empowering other people to do what you do. 
 42:10: How much money are they missing out on? 
 42:12: They're missing out on millions, millions of dollars, but more importantly than the money that they're missing on, missing out on is they're missing out on the opportunity to serve and do God's work, because if they could show other people and empower other people. 
 42:28: They're just gonna be blessed tenfold. 
 42:31: And what we do is in rocket science. 
 42:33: So if they empower other people with their strategies, sky is the limit. 
 42:36: So to somebody who is comfortable taking that leap of faith, what's their plan look like and what's the next? 
 42:45: Like 3 to 6 months of that journey look like going from retail to to broker. 
 42:53: Immediately start your marketing, immediately start to put deals in the pipeline, but the beautiful thing is, with our ecosystem, we're able to do deals, you know, 3 times faster. 
 43:02: We're closing loans 7, 10 days. 
 43:04: So the ramp up process is quick. 
 43:08: It's quick. 
 43:09: And now that you're building your own business, you'll understand the opportunities, because now every relationship you build is your relationship, every deal you close is your relationship. 
 43:18: All your past clients that you did business with are now like your patients, and you're the physician. 
 43:26: Your patients don't go to you one time. 
 43:28: Your patients come to you every 6 months for a checkup. 
 43:32: Sometimes they call you. 
 43:33: Asking about a symptom they have. 
 43:35: Same thing happens, sometimes your client, your patient, calls you about an issue they have for themselves or for a friend or family member, church member, whatever. 
 43:44: Yeah. 
 43:45: So now you have the opportunity to grow infinitely. 
 43:48: Yeah. 
 43:49: What kind of support does e-mortgage Capital provide loan officers that are taking that first step and and going to the broker model. 
 43:59: When it comes to support, that's really where we pride ourselves. 
 44:02: So we have 7 departments that are support driven. 
 44:06: So we have IT support, compliance support, marketing support, brand support, HR support, compliance support. 
 44:14: If I needed more leads, how would I get them? 
 44:16: Lead support. 
 44:17: So we have a whole lead store that we've built, that we allow folks to basically piggyback on and buy leads at our price. 
 44:24: We have, we buy about 6000 leads that we can share with our folks that we share at our pricing. 
 44:31: So we're giving folks lead pricing at the price we get it for. 
 44:35: At a massive discount. 
 44:37: So there's a rumor that some of the top performing LOs are earning up to 500 bits, while some are only earning 100 bits. 
 44:48: What is the comp structure like at the mortgage Capital? 
 44:52: So our loan officers can earn, you know, 200 to 300 basis points, but our branches can earn up to 400 to 500 basis points depending on the margins they set, and then they could distribute to their loan loan officers and then There's a whole profit and loss that we do for them. 
 45:09: So there's big margins with raw pricing, right? 
 45:12: Why would a branch? 
 45:15: Choose to operate under the e-mortgage platform. 
 45:18: Because they, they get all their expenses P&L, so we'll take care of their expenses, you know, and everything goes there to their profit and loss statement, and they get raw pricing, where they were currently at a retail lender, they have Padded pricing, meaning there's, you know, hundreds of basis points of padding in their pricing versus with us there's no padding. 
 45:42: What's the biggest biggest success story that you guys have taking like an established branch or established broker to that next level? 
 45:55: It's funny. 
 45:57: Which is, it's ironic cause I would argue, and I think that the biggest success story. 
 46:03: It's right here in this building, those kids down the hall from you. 
 46:06: They're in their early 20s, mid-20s now. 
 46:10: They started with me in their earlier 20s, 23, 2023, 24. 
 46:15: Making 15 bucks an hour, you know, now they're making 7 figures. 
 46:20: They run that branch, that the one that run the branch down the hall from this studio. 
 46:25: How many LOs do they have? 
 46:26: And they got, I don't know, a dozen loan officers, but they started off as telemarketers. 
 46:32: Now they're running a massive branch with On a in a massive floor, and they're one of our top teams and at one point they were our top team last year. 
 46:41: So, but you know, the way this industry is designed is we're always bringing up fierce competition. 
 46:47: So we have like our own. 
 46:49: Basically league within the organization. 
 46:53: And every league has their own team name, and, you know, they founded that team called the Point guards, and got the survivors, we got all types of teams just teams that are basically competing. 
 47:04: We've gamified the process. 
 47:07: Most experienced LOs are afraid of making that transition because of losing momentum. 
 47:15: What's your controversial EPO policy that no other mortgage banker offers? 
 47:23: If a loan officer funds a deal with us, they could rest assured that they won't have to pay back that commission. 
 47:29: They will never have to pay back a commission. 
 47:32: We have fought tooth and nail using our brand authority, our size. 
 47:38: , our reputation to let investors know that if they want to do business with us, they want us to help them scale. 
 47:47: They gotta protect the people that work for us. 
 47:51: And investors took it. 
 47:52: They took our deal. 
 47:54: And like we'll we'll we'll work with you, we'll choose to work with you. 
 47:58: And we'll take the risk, and we'll take the loss to work with you because of your size and scale and reputation and brand authority. 
 48:07: And And we'll waive the EPO, so they'll take it on the chin. 
 48:12: Loan officers won't have to pay back commissions. 
 48:15: Our loan officers are the beneficiary. 
 48:18: And They don't have to pay back, they don't have to worry about a payoff when so loan officers could rest assured that their compensation is safe. 
 48:29: The compensation is secured. 
 48:32: And this comes from me being an immigrant. 
 48:36: And Even yesterday, like, lost $100 somehow slipped out of my wallet, made me sad. 
 48:42: Threw me off for like 30 minutes, I was venting about it. 
 48:47: Do I need that? 
 48:47: I don't care about 100 bucks. 
 48:50: But because like I have this poverty mindset. 
 48:53: Like $100 means a lot to me. 
 48:57: And early payoff. 
 49:00: $15,000 payoff. 
 49:03: $10,000 payoff like, where you have to pay back $10,000 such a massive loss. 
 49:10: Such a massive loss, it will disrupt me as an originator for months. 
 49:16: But our Loan officers will never have to worry about that. 
 49:20: They're set They'll never have to worry about paying back a commission. 
 49:25: And that allows the loan officer to have peace of mind knowing that they'll never have to pay back their commission. 
 49:33: So you've convinced a lot of people to either go the broker route, or possibly even join emortgage Capital. 
 49:41: What's the actual cost to join emortgage Capital? 
 49:45: I've heard anything from completely free to to hidden fees. 
 49:48: What's the real story? 
 49:50: It really is free 99, like 399, 9, it really is free like the real cost to set up a division on new mortgage capital is just how much do they want? 
 50:01: How many leads do they want? 
 50:02: What are they willing to invest in their company? 
 50:04: Because we give them the technology. 
 50:05: Oftentimes, if people want some startup leads, we'll even give them some leads to start up. 
 50:09: , and they get the lead leads at your cost. 
 50:13: They get the leads at our cost, which is a fraction of what they would pay at their cost, literally like 10th. 
 50:20: Yeah. 
 50:21: So everyone everyone claims to have lots of lenders. 
 50:26: what's the benefit to having 160 lenders through your mortgage capital to a loan officer? 
 50:33: The benefit is huge. 
 50:34: You don't have to ever worry about placing a deal, because if it could be lent on, we can get it done. 
 50:42: We have 160 investors, all of them do something different. 
 50:46: So You know, that's thousands of product options. 
 50:49: Yeah. 
 50:50: So when someone someone basically can't say no to a deal, if it has real estate backing it. 
 50:58: There's a pretty high likelihood we can get it done. 
 51:01: Loan officers who want to focus on sales and not paperwork, can they hire an executive assistant at mortgage Capital? 
 51:06: They can. 
 51:08: Once conditional approval hits, who's actually chasing down the conditions? 
 51:13: So when conditional approval hits, the loan officer can utilize our internal processing, which chases down the conditions. 
 51:22: Our automation platform also berates them with condition requests. 
 51:27: And then the oftentimes, I mean, always the, the processor will email the client as well as the loan officer, so the loan officer can get involved if their clients aren't cooperating. 
 51:41: W2 verse 1099, you offer both options when many companies don't. 
 51:48: Which one puts the most actual dollars in their pocket? 
 51:53: Well, if they could be 1099 in every state that they operate in, that's ideal because W-2, you have Employment employer taxes that come out of the top, and then they have their state and federal taxes that also ping them pretty hard. 
 52:09: So you guys are currently licensed in 4 states. 
 52:12: , specifically, what's the timeline for New York? 
 52:18: Never, we're never gonna get a bit too business in New York. 
 52:21: Everyone wants to know that question. 
 52:24: Is that really on there? 
 52:26: Yeah, well, that's like one of your most common questions in your When are we getting to New York? 
 52:30: Are you guys covered in New York? 
 52:32: Yeah, we're not gonna do business in New York. 
 52:35: Not conventional business. 
 52:37: Yeah. 
 52:38: We can do commercial, we can do DSCR in New York, but that's it. 
 52:41: OK. 
 52:42: What other states are you working on getting licensed in Massachusetts and Vermont, those the last two. 
 52:49: When someone decides to leave their current company for e-mortgage capital, what exactly happens in the 1st 48 hours, to protect their pipeline and income? 
 52:57: , with marketing, well, I mean, I'm sorry, with onboarding, so they, they get with an onboarding specialist, they walk them through the whole process, and oftentimes they might have loans stuck in the pipeline at their other shop, so we introduced them to a transitional loan officer who will help them with the transition process in terms so they can start submitting loans immediately. 
 53:19: They're not stuck. 
 53:21: Where they are, because they can't concurrently start a new place, start bringing in business without like there being a gap period. 
 53:29: So we have solved for the gap problems, so they can get to work immediately. 
 53:35: What's the honest minimum production requirement to joinemortgage Capital? 
 53:41: We require to stay with us at least 1 loan a quarter. 
 53:45: But to joining mortgage Capital, we're looking for about one loan a month minimum just to join the organization. 
 53:52: To someone who's just getting started on their mortgage, career. 
 53:57: What's your brutal honesty take on them joining e-mortgage Capital? 
 54:03: Get ready to outwork all your friends and family. 
 54:08: And Be a contrarian thinker. 
 54:11: For someone still working on getting licensed, do you have a specific training program or prefer they finish licensing somewhere else first? 
 54:20: So after licensing, we do have a training curriculum and program that and schooling that we will pay for, for our loan officers just to go to. 
 54:32: For it's a one week course. 
 54:34: OK. 
 54:35: Intensive. 
 54:37: What's the, what's the actual step by step process for somebody to start their own business at mortgage Capital? 
 54:44: It's very easy. 
 54:45: There is no like Crazy process. 
 54:48: It's just get signed up with the mortgage Capital. 
 54:52: Start attending the the the trainings that we do. 
 54:56: And ask a lot of questions. 
 54:59: And you're just like that, you're like anointed with your own brand, your own company. 
 55:03: Break down exactly what it takes to become a branch manager at mortgage Capital. 
 55:09: The requirements, responsibilities, and the compensation. 
 55:12: The requirements are you gotta have a couple of years of experience. 
 55:17: The, what, what you actually have to do to become a branch is you have to complete the onboarding link, you have to have an active license. 
 55:27: And you have to get ready to start immediately implementing all the different suggestions. 
 55:34: What's the difference between a branch manager and division manager at your mortgage Capital? 
 55:39: The branch manager has a brick and mortar location. 
 55:43: Yeah, the branch manager has a brick and mortar location, and And the division manager doesn't need a brick and mortar location, but they both make the same amount of money. 
 55:54: The branch manager has a little bit higher of a designation cause they actually have a brick and mortar. 
 55:59: Facility That's registered with the mortgage licensing services. 
 56:05: What's the exact day one process when somebody joins the mortgage? 
 56:09: You meet with the onboarding team? 
 56:12: They get access to your NMLS license, they move your license over to EMC and they immediately start showing you all the different resources we have technology, marketing, etc. 
 56:21: We set up your micro site. 
 56:24: We set up your design studio, and you just start getting to work. 
 56:30: I've heard rumors you pay loan officers every day. 
 56:34: Is that I've heard rumors you pay loan officers every single day. 
 56:37: Is that actually true? 
 56:38: We pay every day, we pride ourselves in payday every day, because one thing that loan officers hate is waiting on commission. 
 56:48: So we pay them as soon as a commission is issued to us, no compliance package needed, payday next day. 
 56:56: How fast does that normally take? 
 56:58: Usually 24 to 48 hours from when they get the the signed contract. 
 57:02: So when the wire hits our account, It'll show that the commission is ready and then we just send them a wire. 
 57:09: Nice. 
 57:09: , and then real estate. 
 57:13: Are you allowed to do real estate and mortgage? 
 57:15: Oh yeah, yeah. 
 57:16: , a lot of people want to know, are you able to do real estate and mortgage? 
 57:21: Yes, if you're in the state of California, we're duly licensed with the Department of Real Estate and the DFPI, we allow you as a loan officer, to also concurrently act as a real estate agent. 
 57:32: So you can earn a commission on the mortgage, you can also earn a commission on the real estate transaction. 
 57:38: We also have a full real estate company called Realty, which allows you to list properties. 
 57:44: We have training that we conduct as well for real estate transactions, and we help you from A to Z on listing, open houses, everything that you need. 
 57:56: Loan officers understand the importance of building a social media presence. 
 58:00: Do you guys provide any support with that at mortgage Capital? 
 58:03: We provide a ton of support when it comes to social media. 
 58:06: Everything from posting for them will create the videos for them. 
 58:10: We'll post it for them 3 times a week, or if they want to just basically make their own content, we can edit it for them, or we can just give them all the ideas for the social media. 
 58:22: , content strategy themselves, or they could come in studio and record some content in our studio at our headquarters. 
 58:30: So it depends on like what they're looking for. 
 58:32: If they're looking for, you know, building a podcast, if they're looking for video edits, if they're looking for content strategy, content implementation. 
 58:40: Paid ads, we have every kind of vertical that they can explore with us and implement based on all the different resources and people and assistance that we have at our headquarters. 
 58:50: Yeah, and if you guys want to check out, and if you guys like the way this content looks, you gotta check out Joe's content studio cause it's, it is sick, way nicer than this. 
 59:00: Yeah, my content studio is amazing. 
 59:03: we are always working on redesigning it and and just leveling it up. 
 59:08: Yeah. 
 59:08: , any wise words in the slower, economy that we're in right now, people aren't funding as much as they normally do. 
 59:19: What are some wise words of wisdom and inspiration for loan officers out there? 
 59:25: What loan officers are reluctant to do is market. 
 59:29: And I look at marketing is not just one size fits all. 
 59:31: Marketing is a table, OK, so if you stick one leg on your table, let's call that leg real estate agents and realtor partners. 
 59:39: OK, that's one leg. 
 59:40: How stable is your table? 
 59:41: It's pretty flimsy. 
 59:43: Now, if you stick real estate agents, and you stick. 
 59:47: Podcasting, and you stick lead aggregating, buying leads, then you stick posting on social media every day, then you stick. 
 59:54: Community fundraisers and then you stick, you know, you just get my, my, my concept is add as many legs on the table as humanly possible. 
 1:00:02: What happens to that table? 
 1:00:04: It becomes invincible. 
 1:00:06: You can't shake that table. 
 1:00:08: That's how marketing is. 
 1:00:09: There is no golden bullet. 
 1:00:12: You gotta do everything. 
 1:00:13: You gotta, you gotta try what's new. 
 1:00:16: You have to be an early adopter. 
 1:00:17: If you're a late adopter, you're gonna fail. 
 1:00:21: One thing about me is I try everything. 
 1:00:24: I implement immediately. 
 1:00:26: I don't wait. 
 1:00:26: I don't go, oh, let's try this, you know, let's sample it, or maybe let's, you know, run a test. 
 1:00:34: I take action immediately. 
 1:00:36: Yeah, and I continue to add to my table. 
 1:00:39: I don't have like one strategy. 
 1:00:41: People who are listening to this podcast probably seen me on Instagram, probably see me on Facebook, probably see me on YouTube, probably see me on TikTok, probably see me on Snapchat, probably heard my podcast, probably read a blog about me on Reddit, but probably read my book. 
 1:00:54: Who knows where they're reading about me, or where they're finding me or saw me on LinkedIn, but I'm everywhere, all the time, all at once. 
 1:01:02: Yeah. 
 1:01:04: So for those action takers, what's the biggest thing that they could do? 
 1:01:08: How can they leverage their social media to have the biggest impact on their mortgage business? 
 1:01:13: Post every day. 
 1:01:15: Post widespread. 
 1:01:16: Don't be shy. 
 1:01:18: Get creative. 
 1:01:19: Get outside your box. 
 1:01:21: And don't post mortgage content. 
 1:01:23: Post content that's about you. 
 1:01:26: Be authentic, be genuine. 
 1:01:30: And let people know what you do, but don't talk about the Fed, cause nobody cares. 
 1:01:36: They're not coming to social media to be bored. 
 1:01:39: We go to social media because we want to be entertained, we want lighthearted, we want fun. 
 1:01:45: We don't want boring. 
 1:01:47: If you're gonna be boring, you're not gonna go anywhere, and guess what? 
 1:01:50: Because you're not gonna go anywhere, you're gonna get discouraged quickly, then guess what? 
 1:01:53: You're gonna stop posting on social media. 
 1:01:56: Be authentic, be you. 
 1:01:58: Don't be mortgage you. 
 1:02:01: Powerful. 
 1:02:02: How is podcasting the most underrated tool for mortgage professionals? 
 1:02:06: Because it opens your mind up to a whole new way of thinking. 
 1:02:11: It opens your mind up to a whole new network you never would have had access to. 
 1:02:19: And It allows you to get uncomfortable every single time. 
 1:02:26: When did you take the leap of faith going from retail to to broker? 
 1:02:30: Well, thankfully for me, I was always in wholesale. 
 1:02:33: I never went, was in retail. 
 1:02:34: I should have started in retail, just so I would have learned the corporate environment. 
 1:02:38: So becoming corporate was tough since I never had any corporate structure. 
 1:02:43: I had to create it, and never was disciplined enough to learn it on my own. 
 1:02:47: That's everything. 
 1:02:48: Alright, cool, yeah yeah.