Today I have my buddy Josh Culler to talk about content creation for real estate investors. We’re really big on content creation and sharing our message with others. We’re coming up on show 600, and we’ve created over 1500 podcasts in total. As real estate investors, you should be creating content to share and build relationships with your sellers and that’s what we are going to talk about today!

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FlipNerd Show Transcript:

[00:00:00] Mike: [00:00:00] Hey everybody. Welcome back to the show. Today I have my buddy Josh Culler here to talk about content creation for real estate investors. I actually don’t know what show number this is, but we’re coming up on show 600 and we’ve created over 1500 podcasts. We’ve really been big on content creation, sharing our message with others and with you, right?

And at the end of the day, as a real estate investor, you should be creating content. To share that, to build relationships with your sellers. So that’s what we’re going to talk about today. Content creation for real estate investors. Welcome to real estate investing in secrets. We’re all looking for freedom and the opportunity to live better, more fulfilling lives.

But most of us were trained our entire lives to work for someone else to chase their dreams. How can we use real estate investing as a vehicle to achieve. Financial freedom. My life is dedicated to answering your real estate investing questions and helping you build an investing business that allows you to change your life and the world around you and to enable you to turn your dreams of financial [00:01:00] freedom into a reality.

My name is Mike Hambright from flipnerd.com and your questions get answered here on the real estate investing secrets show. Hey, Josh, welcome to the show.

Josh: [00:01:12] What’s going on, Mike?

Mike: [00:01:13] How you doing? Good. Good to see ya.

Josh: [00:01:15] Good. It’s good to see you too, virtually.

Mike: [00:01:17] Yeah. Chile. Everything’s virtual these days.

Josh: [00:01:19] Everything. Yeah, it’s all right.

Mike: [00:01:21] Yeah. I have some friends. We didn’t do this. Our family didn’t do this, but I have some friends that were, you know, they had their Easter dinner with family over zoom, so

Josh: [00:01:28] yeah. That’s interesting. I mean, yeah. Yeah, we kept it under 10 people that we, we did, we did Gaby’s family first and then my family.

But we’re good. Yeah.

Mike: [00:01:37] Yep. So, uh, you and I have been friends for a while now. You’ve been in the real estate investing space and kind of found your way into really more of kind of content creation for a lot of real estate investors. And you do just throw it out there. You do a lot of work, you know, for us with, uh, some of the content that we.

Carve up and use on social media and, uh, helped you some videography and stuff at our investor fuel [00:02:00] mastermind events. And so it’s, it’s been great to work with you and I think, you know, that a lot of real estate investors understand they should be creating content that they need to be putting themselves out there and sharing more of who they are, differentiate themselves with sellers.

But a lot of people still aren’t doing it because they either can’t find the time for it or they don’t know how to get started, or they may be over complicated. We’re gonna, we’re going to kill all that today, right?

Josh: [00:02:24] Absolutely. We’re, we’re gonna, we’re gonna slay it. We’re gonna crush it all back and beat it.

Yeah.

Mike: [00:02:30] Awesome. Well maybe before we get started, just talk about your background cause you’re not just a, just a video guy or a photographer. You, you actually really started as a real estate investor.

Josh: [00:02:40] Yeah, absolutely. So first of all, thank you for having me on the show. I’ll just tell you right off the bat too, I, um, so I’ve been in this industry for over seven years and I started listening to FlipNerd about five years ago, which it’s, it’s insane, like the full circle.

Um, I was listening to it just as like this deep you little guy like. In the back of my, you [00:03:00] know, marketing office and working with Gary Harper next to me. We’re buying and selling in Michigan and whatnot. And so listening to that show, to me, being on the show is like, this is a big moment for me. I’ll just be honest.

So I’m glad you’re here. I’m excited. Um, so yeah, so, uh, Josh Culler, I have a business called color media, which does, uh, results driven content marketing for real estate investors, active investors and influencers. And, uh, kind of the roots of where I come from is, like I said, I’ve been in the industry for about seven years.

Um, joined up with a, Gary Harper actually hired me. He was partners with two other guys who were buying and selling, um, in the Midwest, five States in the Midwest. And something interesting too, Mike is like the revolution of not the rebel, the evolution of kind of where that’s come from to where it is today.

Because almost all the marketing we do today is acquisitions driven. Whereas back then it was all dispositions driven. So there’s like a big different cause. Cause we were coming out of that. You know that, that Oh eight Oh nine crash, where there’s a big surge of inventory. And [00:04:00] I remember almost like it was yesterday when HUD just like shut down and there was no more deals on the market.

So then we had to switch everything over to acquisitions, marketing. Right? Um, and so I remember that very, very thoroughly. Um, but yeah, so that merged into us starting our own mastermind called good success. Um, uh, that was sold to Tom Olson. I went over there and ran that mastermind for about two and a half years.

And color media has always kind of been this side hustle that I’ve always had. I’ve always had entrepreneurial. Type tendencies, um, but never went full blown into it. And then, uh, last March, so 2019 March, I went full time into my business. Um, I was doing branding originally and video stuff, and then I cut out the branding cause the video and the content was just taking off so well.

And, um, you know, that’s, that’s what we do now. And then, uh, as of late, uh, Mike and I were talking about this before the show started. Um, taking the business a lot more online. So as you can see, my shirt, rei.video. Um, the platform where investors can film their own videos, which we’ll talk about here in a second, but they can film their own videos.

Um, send those over [00:05:00] to the platform. We edit those, get them produced in 48 hours, unlimited revisions, send those back to you. So, um, that’s what we’re working on. That’s a little bit of the origin story of Josh Keller. Yeah.

Mike: [00:05:09] Awesome. Well, let’s talk a little bit about for real estate investors, why they should be creating content, and that’s where a lot of folks, obviously, you know, yeah.

Everything that I teach, everything that I’ve done, it’s very focused on acquisitions. For 12 years we’ve been very focused on seller motivated seller marketing, whether it’s direct mail or PaperClick or a lot of other things. Right. But you know, until fairly recently, there wasn’t a lot of discussion about.

Creating content. So it could be blogs, it could be video, but at the end of the day, you have to differentiate yourself from the masses that are out there. And I think at the end of the day, you know, one of the, one of the things that I believed a long time ago, which I don’t really believe anymore, is that people would identify more with like.

He created a cool brand. He talked about branding. I think at the end of the day, people want to relate to people, right? And so especially sellers, if they’re in a difficult situation, they don’t want to meet with a [00:06:00] logo like mine. They want to meet with, whether it’s me or somebody else, they like, I trust that person because of some things they said and some content that I consume, whether they say that or not, that’s what they do right?

Josh: [00:06:10] Yeah, absolutely. So the reason why, and I can lay out a whole page of statistics about content marketing and where video content is going and how it’s going to dominate the internet. And you know, 90% of Facebook by 2021 is supposed to be fully video. I’m like, I got through all those statistics out. You guys can just go to Google and type in, um, you know, videos, content statistics.

Um, but at the end of the day, it’s all about the core principles of content marketing. So basically what content marketing is, is it. It’s the front facing of whatever’s going out to the audience. And let’s differentiate that from advertising, because advertising is something that, you know, there’s content and advertising, but content feeds everything in your marketing.

So whether that’s your website, whether it’s your Facebook page, whether that’s the direct mail, so whatever is on that direct mail piece. That is content as well. So that’s text-based [00:07:00] content. When you jump on the phone with a seller, whatever comes out of your mouth, that’s content as well. So that’s the th that’s some of the differences, right?

So advertising is more like you’re chasing after your, um, your consumer or your audience. Whereas content marketing is, you’re establishing yourself as an authority, building some credibility so that your audience chases you. So those are the differences. And that’s the biggest leverage point. But at the end of the day.

What I like to tell people is content is kind of like your 24 hour salesman. Um, he’s always, you know, never calls off sick, doesn’t get Corona virus, never takes a holiday. Um, doesn’t, doesn’t come in late or anything like, they’re always there. So if you. Put out contents directed towards a seller answering a question that they have, which content marketing, all it is, is answering questions that your target audience has.

But if you put that piece of content out and they’re up at two o’clock in the morning on a Saturday, searching for that, that, uh, an answer to that question that they have in your video comes up answering their question. You’ve [00:08:00] automatically built rapport with them. You’ve already established yourself as a credible source and authority.

To that person. So when they are ready to sell, they’re more likely to go find your content again and get a contact with you. And this is the true progression of what happens. This isn’t something that is just like, I’m, you know, spitting out philosophy here. This is true hardcore evidence

Mike: [00:08:23] search today is.

Consuming content to see, you know, some people still want to read, but truthfully, most of them are going to watch a video. So we probably won’t talk about kind of using content in conjunction with paid advertising today because we just won’t have time to cover it. All right. But I actually did a show a little while back.

It might’ve, I think it was an investor fuel show actually, but I’ll put a link down in the show notes for those. Your list right now with John Martinez, and we talked about the kind of this continuum of like marketing and sales. If you kind of imagine this line, the more you create content. The more you share that, the more people kind of consume and get to know you.

You’re kind of pre-selling, right? It takes a lot of pressure off of the sales process. So in the [00:09:00] past, truthfully, I’ve been this way for 12 years. I mean, certainly for the first. Eight years I was in business or more. Um, we would send a postcard to somebody. They would call and we set up an appointment, but there was no relationship.

They didn’t know who was showing up. They didn’t know who it was. They just know I call this card and somebody from this company is going to show up. But all the burden was on that person that showed up to build a relationship and try to convince them that we can help them. And so content marketing can.

Play a big part of that sales role, right, of just like you said, of convincing people that you’re trustworthy. Yes. I want to work with you all else equal at that point. It’s just a matter of, there’s still some sales process involved, but a lot of the pressure is taken off of that person that shows up because some of the relationships aren’t even built.

Josh: [00:09:44] Yeah, absolutely. And, and like this, I may not, I’m not, I’m, I don’t know if I’m supposed to say this, but John and I are actually working on something right now, so that may be coming out soon,

Mike: [00:09:54] but

Josh: [00:09:55] we’re talking about this, but we’ve had two episodes of

Mike: [00:09:57] my

Josh: [00:09:59] boiler alert, [00:10:00] so, um, but yeah, we’ve got something in the works right now.

Uh, John and I, but, um, I’ve had him on my show twice specifically talking about. The, the, the, the kind of the migration between sales and marketing and the relationship they have with it, and then how content feeds into everything. And he has a very interesting perspective on it because it’s it, and that’s, you know, I’ll just be flat honest with you.

That’s kind of where I got the whole, um, you know, content could be your 24 hour salesman was from him in the conversations that we’ve had. Right? But that’s the truth. And the cool thing is, is that this salesman, your content. It’s not emotional. It’s not logical either. It’s just information and value that’s being put out there to your target audience.

And the awesome thing is it’s only going to your target audience. So the only people that are going to be viewing it and consuming the content you put out are the people that it’s actually relevant to. So that’s the beauty of it. And then obviously, like I said, I mean you, you even, um, early on in segment, you mentioned the word trust.

Like. When it [00:11:00] comes to like know, like, and trust that whole segment right there. I mean, that’s huge when it comes to content marketing because if you, again, the very specific purpose of content marketing is to answer the questions that your target audience has. And by doing that, you’re building a know, like, and trust factor with them, which we all know is how all relationships are formed.

And if you can build a relationship like that with your target audience, then you’re going to dominate no matter where you go.

Mike: [00:11:26] Yeah, it’s pretty common for us to, uh, you know, we, we obviously have coaching programs and we have the masterminds and stuff like that. And I did, I wouldn’t say that I. I wasn’t smart enough to know some of the things we’re talking about so far, six, six or seven years ago when I started, I just wanted to interview people and talk to people and put it out there and hopefully people get value out of it.

It was not contrived. Right. But I can tell you now for sure. Just like you said, Hey, I was listening to your podcast five years ago before years before you and I even met. It’s pretty common for us to sell a coaching student or sell somebody [00:12:00] else. And they’re like, they apply. And we, we say, well, how did you hear about us?

Or whatever. They’re like, I’ve been, I’ve been listening to the podcast for years, or, you know. We built up a level of trust with them that where they knew if they ever wanted to buy our product or one of our products that the trust was already there. Now I might be repelling some people too. They might be like, I’m never going to work with that guy, and that’s fine.

That’s kinda how it works, right? Is that’s kind of, it’s just like a dating site. Like if you were to go out and like, I’m trying to find somebody I want to date. Right? And you’re like, ah, I don’t really like the way that person looks like next, next. Right. It’s the same thing. Like some people are probably repelled by.

Me or whatever. I don’t know.

Josh: [00:12:35] I was literally about to say that, like, that’s, I, I always like to look at content marketing as dating because what happens is, let’s just say you’re dating your target audience, right? And you know, if you go straight for the kiss, which is the sale. Immediately on the first date.

More times than not, you’re going to get rejected unless there’s just some form of attraction there that’s already been there. Right, right. But if you continue to date them and bring value to them, [00:13:00] take them on dates, take them to, you know, go putt and, you know, take them to red lobster and take them to the movies and like all this

Mike: [00:13:07] stuff you did before you got married, Josh.

Josh: [00:13:09] Exactly. What I, that’s all I got. My wife’s red lobster was the place to go. I mean, I think we pop up once, but the movies and relax. Right? But that, but those dating scenarios, that’s your content marketing that you’re building that know, like, and trust with them. And then at some point, instead of you having to go in for the kiss, so they’re going to go in for the kiss.

And that’s how, that’s when they convert. That’s when they pull the trigger because you’ve brought enough value to them where they’re like, all right, you’re the expert. You have enough credibility. You have enough authority in this space. So I’m pulling the trigger where you don’t even have to. Advertise to them.

It’s just content that sold them.

Mike: [00:13:43] Yep. Yep. So let’s talk about, I mean, people understand, hopefully we’ve kind of beat in the head now the importance of creating content. And I think the next, you know, objection that people have that aren’t doing it right now. Probably people listening right now, but like, man, I need to be doing this.

So let’s talk a little bit about kind of where, where to start. Because I think a lot of folks, [00:14:00] uh, tends to. Over complicated. It’s real easy to think you need a bunch of fancy equipment or you need a bunch of like fancy lighting or whatever it might be. And I just, uh, before we started here, I showed you my little ghetto set up here for an outside.

I’ve, I’ve said this on the show a couple of times before. My camera right now. This is a like a 60 or $70 Logitech camera. I’ve been using this camera I think for six or six and a half years from the beginning. I don’t think I’ve ever replaced it. It’s sitting on top of a glass flower vase cause it’s just the right height.

I need to be like eye level with me. And I have Josh in my video here right beyond the camera. So I’m not like, you know, a lot of our monitors have a camera camera at the top, so it looks like I’m looking up all the time or looking down or. Um, but, uh, you know, but that was an evolution. When I very first started, I told you, I in my bedroom, I got a green screen and I got all these lights.

I had like a camcorder. I had to, like, I was trying to, you know, wear a lavalier mic and like trying to like, do all this stuff [00:15:00] that was, um. It wasn’t that it was expensive. It was just complicated because when I’m using a cam quarter, then I had to pop out the SD card and I got to upload it over here. And like, things are way easier now than they were six years ago, even two years ago.

But anyway, that’s my rant. But how do we, how do people get started and

Josh: [00:15:18] keep it simple? Yeah. So I’m actually looking at, um, I’m not looking at my phone cause I’m ignoring Mike right now. I’m trying to find a post that I did the other day. Um, Oh, here it is. So one of the things I always tell people is. You know, and this is a statement like one of the biggest reasons why content marketing doesn’t work is because it stops.

And one of the, and then taking that further is the reason why it stops is because you made it too complicated. So what I tell people all the time is, if you’re going to go into content marketing, whether you’re doing a podcast, whether you’re doing videos directed to sellers, whether you’re doing, you know, starting a YouTube channel or whatever you want to go after.

Mmm. The important thing is to that the easier you make it for yourself to actually create that content, the more [00:16:00] likely you are to actually do it, which means the more likely you are to stay consistent with it. And as we all know, marketing one Oh one consistency wins the game. It doesn’t matter how big of a budget you have, it doesn’t matter what other people are doing.

If you stay consistent with it, you will see results. It’s the same principle of content marketing. I tell people like kind of going back to, um, the roots of content marketing. Content marketing is a marathon. It’s not a sprint. Advertising is a sprint because you can convert people pretty quickly if you hit them with the right messaging and the right time and all that, all that stuff.

There’s a lot of science behind advertising, but when it comes to content marketing specifically, it’s a marathon. You gotta keep with it. Um, so when it comes down to it, the easier you make it for yourself, the better. I even have an ad running right now. I’m not sure if you’ve seen it, Mike, but I don’t, I don’t know if I’m targeting you because you’re a client, so I may have pulled your, your email out of the custom audience.

But, um, I’ve got an ad running right now where I have a DSLR camera and I’m filming, talking about, you [00:17:00] know. Video and stuff is for rei.video. And I literally just throw the camera on the floor. I’m like, you don’t need this. And so like, and then my next ad, I actually have a baseball bat and I’m going to smash the camera.

Oh, wow. That’s going to be pretty cool. So we’ll see how that works. Oh, I got one shot, one shot only. Um, but anyways, so like, but that’s the point is like, you don’t need all this crazy equipment and a lot of it, since we’re talking about John Martinez, and I’m sure he’ll laugh at this, have you heard, here’s the split.

The first time I went to his house to film video with him, um, sitting in the corner was about $10,000 worth of camera gear, and it was all still in the box, and I’m like. What did you just get that stuff? And he’s like, no, I’ve had that for like seven or eight months and I haven’t opened it. So like, but we all know like John, I mean he films a lot of stuff with his phone and guys, his phone, like last time I checked, his phone was like, almost bet in half and the screen was cracked.

I’m like, John, why don’t you get a new phone? Um, but anyway, so like, that’s like, and we all know John is one of the top names in it and is the top name and real estate [00:18:00] investing, uh, sales training. Sure. He films with his phone. So when it comes down to it, it’s not all about the gear that you use. I mean, I’ve seen some people spend thousands or even hundreds of thousands of dollars trying to amp up their content, whether that’s investing into a YouTube channel or a podcast, and they get all this stuff.

They build out a massive studio in the office and all kinds of crazy stuff, and it doesn’t take off. Um, one thing that I’ve really quickly come to realize, and this will be very, um, very applicable to what we’re talking about and helpful for the audience, is that the cut thanks to platforms, you know, starting with YouTube.

Then going into like Snapchat and then Facebook stories and Instagram stories, and now even tech talk, which please guys don’t go on tech talk.

Mike: [00:18:42] I’m not going,

Josh: [00:18:43] unless I’m not your audience. Thank you. Like so we don’t have to distribute for you, but unless your audience is 18 year old girl that likes Wiz Khalifa, you don’t need to be on tic-tac.

Let’s just get that out of the way. But anyway, so like platforms like that. Where you’re able to upload a raw content and still build an audience and still connect with [00:19:00] people, thanks to those platforms, people now are more okay than ever with raw type content,

Mike: [00:19:06] which is why it makes it easier. Right. That makes it, it makes it easier.

This show, I’ll tell you, even this show, just using this as an example early on, um. The first few shows, like I was really worried about coughs and a dog barking. I’m like, Oh, we gotta cut this out. We were editing our videos and chop it up. It was way more work to edit the videos, and I wasn’t even doing it just for me to write down where to edit.

Um, then to create the show. And now I was like, there was a point real early on where I was like, man, this is just life. Like somebody like. You know, coughs or a dog barks or a siren goes by, whatever happens, uh, who cares? It’s just life. And the truth is, is I think. When we talk to sellers, like let’s be honest, a lot of the types of folks that sell distressed houses to us are having challenges in their life.

Their life is not production, high production quality, and they don’t expect that. It doesn’t [00:20:00] look real. It looks fake if it’s more, if it’s produced. So people would rather you be doing a video from your phone, right? And you’re saying this in a cop car drives by like, sorry about that. Uh, it just, it sounds real.

It doesn’t sound rehearsed. People want real and

Josh: [00:20:13] raw. Yeah. And in addition to that, just a little tip is like, I acknowledge that stuff. So like if I’m on a podcast recording and my dog’s barking, I’m like, Hey, sorry guys, you might hear chai that in the background. She’s barking right now, but we’re going to continue the podcast here.

Like acknowledge that kind of stuff because that, that helps break the barrier of like not being human human, because that’s what a lot of people, I mean, if you take it back to. You know, 1520 years ago in order to put out a podcast or have any form of video content out there, you had to have good production because that was the standard now, because like I mentioned, those platforms that have allowed us to break down those barriers and create raw content and still get traction and connect with people, thanks to those platforms, people are now okay more than ever.

And you [00:21:00] know, you still got. You still got like HGTV type stuff and reality TV where it’s like, you know, and, and the office, right? Like, I mean, just that style of content where there’s not like a ton of lights. I mean, they got camera, they got, you know, they got the video cams and they’ve got, you know, big boom mics and stuff like that.

But it’s. Still the concept of it is raw, and so that allows us to be able to consume that type of stuff, which ultimately has been proven to have more of a connection to people. So the bottom line is that me and Mike are trying to get across here is don’t worry about production. Don’t worry about all kinds of crazy equipment and spending all this money on stuff because you’re, the more complicated you make it for yourself, the less likely or to do it and keep up with it.

Yeah. Um, and then you got platforms like, you know, shameless plug, rei.video that can edit those for you and send them back and add some music and video rappers and stuff like that. But, um, there’s always answers to that. The backend production, you know, again, don’t focus on that too much because it’s all about the content that comes out of your mouth.

[00:22:00] That’s what’s important.

Mike: [00:22:00] Yeah. The truth is, is a, you know, the cameras are so good these days. Even the, even the, like. The rear of whatever. I don’t know if this is rear or this is rear, but kind of the face, the rear facing camera, that’s not as good as the one on the back. Like, cause I, when I record myself, I, you know, usually people want to see themselves too.

Like am I in the right frame? Yeah. That’s easy enough to do. Audio is important, but if you’re within like two or three feet of your phone, it’s fine. If not, you probably should. You could literally use like a $20

Josh: [00:22:26] LaValley or Mike if you need to have a $30 laugh mic that I got on Amazon that I used for phones.

Yeah.

Mike: [00:22:31] So that is one thing. Don’t put it in a tripod. And Stan, 10 feet away, it’s going to sound echo-y and kind of distant. But you could solve that with a 20 or $30 mic or just be within a few feet and it’s totally fine. And so, um, you know, one of the things that I, that I think is that is helps with people, uh, creating content.

Cause sometimes what I found is. Even if people like, fine, I’m going to create some content today. And but in their mind they’re like, well, what am I going to create? I don’t know. So I think you have to kind of separate the, what I kind of call [00:23:00] the ideation, like what am I going to record versus actually doing it?

And for me personally, I actually spend time coming up with a list of stuff that I want to create. For podcasts like this, like we usually just make it up as we go. I mean, you and I talked for a few minutes ahead of time. What are we going to talk about today? And we come up with a, you know, a little bit of a, of a list of things we want to cover just to keep us on task.

But when I’m creating content for like, I want to talk about how to get started with this or how to do that. Like I usually have a. Repository that I’ve created at some point, cause I found I’m in the shower or I’m in the middle of doing something and I have a couple of ideas. It’s like, well, I put it, I literally put it in a Google docs spreadsheet and then when it comes time to create content, I don’t have to think about like, well, yeah, I’m going to, I was going to create, I don’t want the excuse to be, I didn’t create something today because I didn’t know what I was going to create.

Josh: [00:23:47] Right. So

Mike: [00:23:48] I kind of separate. Production versus ideation.

Josh: [00:23:51] Yeah. So I’ve got some really good tips on that. Um, the first thing is, so when it comes to topic, and that’s one of the biggest barriers I get. I mean, I was just texting one of my [00:24:00] clients like, Hey, I, um, he, he texted me and said, Hey, I’m running out of ideas for content.

What do you think we should do? And I’m like, dude, I’ve got tons of ideas for you, so let’s jump on a call and we’re going to strategize again. But that’s one of the biggest barriers when it comes to putting out content as, what am I going to talk about? That’s always the first question I get when I’m talking to somebody.

Um, there’s a couple of very simple strategies that you can take advantage of in order to come up and create those topics. First and foremost, easiest thing in the world. When you jump on the phone with a seller or any of your target audience, if you’re doing, you know, let’s just say you’re doing dispositions marketing, any of your target audience, when you jump on the phone with them, whatever question they ask, it doesn’t matter what it is.

It doesn’t matter how elementary it is. It doesn’t matter how, how advanced of a question it is, any question that they ask, write that down. Keep a log of all the questions. There’s your content topics, and so you shoot videos on those, transcribe those videos, throw that into your investor carrot website and.

And that’s content for you. And then you put that video out, you know, distributed to all the platforms or whatever. So that’s a very easy way to do it. And then you [00:25:00] can obviously go back in previous conversations that you’ve had with sellers and, and answer those questions that they have, but there’s an endless supply of topics that you’re going to be able to.

And the bottom line is a lot of people, and, and there’s, there’s forms of this, but a lot of people try to. Compact every topic into one video. That’s not the smart way to do it. So what I like to do, let’s just say for instance, like if you’re talking about the process of selling your home to, you know, Mike Hambright create a full video that’s a three to five minute video that could go on your website talking all the way through the process.

But then create separate three or four separate videos that break down that process so that it’s more con digestible to your audience to be able to watch a two minute video and break that down. And then they’re like, okay, that makes sense. What’s step two? Then they go to the next video. So. Be willing to do that, but that that’s one way to come up with topics is to just log the questions.

Another couple of ways is you got Quora. Quora is literally a platform. It’s like a social media platform for questions. That’s all it is. So go [00:26:00] search there. Um, a really good place that I like to look for is, uh, answer the public.com. Great website. You type in a keyword key phrase and you can search all day long for, um, uh, additional topics and that’ll help you give ideas for what topics to talk about.

Um, obviously Google keyword planner, I mean, that’s like hardcore data of what people are actually looking for in searching for your specific industry. And then, um, in addition to that, the last thing I would say is competitors go search what your competitors figure out what their, what their putting content out about.

And there’s some ideas for you.

Mike: [00:26:33] Yeah. If you’ve been in business, like you said, for any length of time, you’ve been asked a million questions, you know what the most fast, what’s your closing process look like? You really pay cash for houses. Like, do you buy houses in this part of town? You, we’ve all been asked a million questions, right?

Just literally, like Josh said, make that list. And then there’s something that I, I, uh, that I’m working on right now, uh, that, that I, that helps me sometimes as I, I think of like think of that question. Imagine like a matrix. You got those questions across the [00:27:00] top and then down below is stuff like. A Q. And.

  1. These are more like, um, types of content, right? Q and. A. How to, um, telling a story, mistakes made show and tell. You can basically say, so if you come up with like, how, you know, do you re, do you buy houses for cash? Do you really pay cash for houses? And it’s like Q and a or show and tell. Here’s a, I just want to share with you a house that we just bought.

We paid cash for it and just like you kind of show and tell it’s the same content, but you just kind of spinning it with different approach. You know, a lot of sellers ask us, does this happen? This is like Q and a. Let me go over the top three questions that sellers ask us about selling your house for cash.

You know, just like you can take that content. This is actually what I think one of the big problems that people have is they think they have to come up with these unique ideas and they use it one time and it’s check it off the list and it’s done. You know, I can promise you, I don’t even know what show number this is Josh, uh, telling me, look it up.

I’m going to tell you right now, this is going to be show number. This is of this podcast, [00:28:00] 516. And we’ve had over 1500 podcasts across our different podcasts over the last six years.

Josh: [00:28:05] Yeah.

Mike: [00:28:05] How many times do you think we’ve talked about wholesaling or something? I mean, a hundred times probably. Right? So I think it’s in our mind that, well, we’ve already talked about that before.

I’ve already done a video on that before. We kind of make this assumption that some sellers come to some index and they watch all your content, like they’re searching around and they find one piece of content. You should assume that they’re probably not going to see any of your other content. So it’s just like.

It’s like having lots of lines in the water if you’re fishing, right. It’s hottest stuff out there. You got the same bait on a couple of them. Um, but that’s okay.

Josh: [00:28:37] I’ve got a really good thought on this cause I get that question a lot. Like, Hey, I’ve already talked about that topic. I talk, I talked about something similar to that.

Um, here’s a very, very simple concept that everybody needs to get to their head. And I know it’s hard for some people, but you have to understand this so. You can never put out enough content about one specific topic. So like for me, I mean, I’ve got a podcast called the content marketing [00:29:00] playbook, and I overlapped topics all the freaking time.

I mean, it’s just repetitive. I

Mike: [00:29:05] said your first podcast where you talked about creating content.

Josh: [00:29:08] It’s not the only thing you talk, sorry, but like that. The bottom line is, is that people are either going to hear, here’s an earth shattering fact for you, Mike. People are either going to remember something that you talked about or they’re not.

And here’s the bottom line is if they do remember what you talked about impacted them because humans only remember things that impact them, whether that’s negatively or positively, and if it’s a negative, then it just reinforces like, Hey, this isn’t somebody that we want to work with. But if it’s positive, that means that it actually made sense to them and for them to hear, again, it’s just going to reinforce their decision making.

So there’s no losing in that scenario, right? So like, and more times than not, it’s going to impact them positively, right? If you truly help them with that content. So if their question was what to do with my pre foreclosed house that I needed to get out of, and you answer the question, you give them options, um, and they see [00:30:00] your one video this month and then they’re still stuck in that problem two weeks later and they see another video that you did, same topic but a different video.

Um, then you’re just helping them even more and reinforcing cause you’re never going to say the same thing. That you did on the previous video of the previous topic or whatever. So don’t be afraid to duplicate topics that just going to reinforce your truth and what you can actually do when it comes down to actually helping your target audience.

Mike: [00:30:26] Yeah. Yeah. And I don’t, I don’t want to harp on it. I don’t want to talk too much about editing. That’s obviously what you guys do is your company. You help with editing and you do some of our editing of content. Um, and I don’t want people, cause I feel like sometimes people editing truthfully is. One of the harder parts of content if you want to produce.

Now, there’s nothing wrong. Like I’ll just be honest with you. I created a podcast, uh, for those of you guys that are watching, you know, sometimes we do interview style like this. Sometimes it’s just me and my car talking. Sometimes it’s me and my office here with a little tripod talking. So I just created a show here, [00:31:00] I think last week from my tripod.

It was just me. Standing in front of my phone, talking exactly what we’re talking about here. And I sent it when I sent it to my, cause I have a call people on my team. So I sent it to my team and I said, Hey, don’t, don’t put the bumper in. Like don’t put the ads on the end, like just load this video. That’s it.

Just just leave it off there raw. And obviously that is the easiest. The truth is, if you’re creating short little videos, like we’re talking here, three to five minutes kind of info things, there shouldn’t be very much editing. Right? But it is possible. To take that content and repurpose it, right? So I’ll tell you guys a few different ways that we repurpose content.

One is. We leave it whole. And so if I did, I just said, we’ve probably done a hundred shows on wholesaling. I don’t know how many, but every once in a while, if you’ve been on our list for a while, you’ll see that we’ll publish an email that says, these are our top 10 shows on wholesaling, and we just have links for, you know, the ones that are the highest viewed are the ones that we like the best or got feedback on, or whatever it might be.

And so all we’re literally doing is repurposing that same [00:32:00] content and just sharing it in another way. So it doesn’t have to be. You know, create it, put it out there and never look at it again. Like you can revisit that, right? Yeah. Another way is, and this is where Josh helps us, is I have a video editor on my team that does our podcast production.

She does graphic design and a bunch of stuff for us. But we also create, we take, this is the, this is, uh, just a little bit peek behind the curtain here, as Josh knows. So this is a little bit weird that you might be editing some of your own show that you were out with me. But, um, at the end, at the end of, uh, my shows.

I send out a message to my team, Hey, I’m done. Here’s the title of the show. They go edit it from there. I copy Josh on it because his team will take our podcasts and they’ll go in and they’ll find like a great, some great nuggets, like one minute of this, two minutes of that and chop it up. And we put it on Instagram.

We share it on Facebook. And so from this one piece of content that I’m creating today. We publish this podcast on a whole bunch of different platforms, YouTube and on flippa.com of course, [00:33:00] but then we chop it up into smaller video pieces, and this one show might turn into five to 10 pieces of content ultimately, and we just have a template that we say, Hey, whenever I create a show, here’s what my team needs to do, a checklist of stuff.

And for me as the. Creator guy behind the guy, the guy behind it, the guy clicking the record button. Uh, there’s very little that I do after this. Right? It wasn’t always that way. It took us a while to say, okay, how can I, cause if I had to do everything. I wouldn’t be on six and a half years of doing the same podcast.

I would have liked been like, Oh my God, this is too much work for me. Um, but anyway, you can, there’s lots of ways. Any other tips on repurposing content,

Josh: [00:33:40] Josh? Yeah, so I think there’s two truths there. So number one is like, you’ve got to start somewhere, which is like. You, like you said? Yeah. I mean, you were doing it at first, um, which is like, that’s where most people need to start.

Um, you don’t, you can’t hire a whole team if you’re not going to utilize them to stay consistent with the content. So I think there’s two truths there. So [00:34:00] number one is that you, um, you know, posting raw content is more than okay. Right? So you take just a, you know, you just take a video. I mean. Facebook, again, Facebook alive, Instagram live.

Um, these are platforms that have allowed us to not have any editing go through. You know, when you go Facebook live with your phone, you’re just walking around and you know, it takes like two seconds for it to start up and you’re like, Oh, Hey, I’m live right now. And Hey guys, I’m out at the house. And you know, when you start talking about it.

You’re not going to go back and clip that, reproduce it, and then throw it back on social media. So there’s, there’s truth to that. You could still upload raw piece of content and, um, it’s, it’s going to be okay. And

Mike: [00:34:37] John talked about that before, cause John, you know, I don’t like to see myself on camera, but that’s like my head is big, you know, especially like if I moved back farther, maybe it looks not as big.

Anyway. Um, John talked about this before. His, one of his things is like. I create a video and I don’t ever watch it.

Josh: [00:34:53] He never does.

Mike: [00:34:54] Yeah. And I don’t, I’ve never, I don’t think I’ve ever gone back and maybe a couple of times like, watch my podcast just cause I wonder what did [00:35:00] what, what did he, what was that thing that he mentioned?

Whatever. But it’s not like I listened to my own podcast and I think that’s one of the beauties of doing something live is you’ve already convinced yourself that whatever happens happens. I’m not gonna, I’m not gonna, I can’t edit it. I can’t, yeah. It’s like putting toothpaste back in the tube. It’s, it’s, it’s never coming back in.

Josh: [00:35:17] Right.

Mike: [00:35:18] It’s always deleted if you want it to,

Josh: [00:35:19] but.

Mike: [00:35:20] That’s the whole point is like, just throw it out there and just do your best, and that’s, nobody will care about, you know, any, any of the little things that you care and critique yourself on. Nobody will care about that.

Josh: [00:35:33] Yeah. And again, the reason they don’t care is because people are okay with raw content now.

So, so that’s truth number one is that it’s okay to post things without editing them. The second thing is a lesson coming away from like what you were talking about is the delegation part of it. Like you said, the editing. If you do want production, you don’t want some editing. You want to add like a little, you know, bumper on the podcast here, or if you’re shooting a video direct to seller, you want to have captions at the bottom of it.

Maybe some music in [00:36:00] the background, maybe do want to clip up some things because you screwed up in the middle of whatever you want it to be. Clean stuff like that. Be okay with delegating it because I feel like a lot of real estate investors, they like to bootstrap, and this is not me like. Pitching like, Hey, come send all your videos here.

Like, I don’t care if you send it to me or Upwork or fiverr.com or whatever. Like, just, just be okay with delegating these

Mike: [00:36:21] tasks. Trimming the ends a little bit

Josh: [00:36:22] like

Mike: [00:36:23] live yet. You can just trim it even on YouTube for free, right.

Josh: [00:36:26] Right. Exactly. Um, but if you do want the heavier production type stuff, don’t try to take and learn Photoshop and premiere by yourself.

It’s just not worth it. Spend, you know, five, 10, 15, you know, or 80 or a hundred dollars to get the video produced correctly and, you know, be okay with that. Um, so delegation, I

Mike: [00:36:46] literally have somebody on my staff now that she does a bunch of graphic design stuff. We, you know, we, we have lots of events, so we’re creating images and flyers and booklets and yeah, we do, we have, we’ve evolved to where we keep her busy.

But, uh, before [00:37:00] that, I have for literally like four years or so, there was a guy, it was a guy that. I think I met on a, it was Elana at the time was like, you know, uh, you could, uh, Upwork now. Yeah. And, uh, honestly, he would produce a podcast for us, which included the editing, putting a little bumper on the front, on the back, and, um, ordering the transcription, uh, that we put into all of our shows.

He didn’t transcribe it, but he, he would order it, just going to take care of all the stuff. It was like 40 bucks an episode. Yeah. I mean, that was a few years ago, but it was easy enough to like not have to worry about that internally, you know?

Josh: [00:37:37] Right, exactly. Cause that can bog you down a lot. I mean, that is the heavy lifting when it comes to content marketing.

Um, so just be okay with delegating it. It’s, it’s, it’s cheap to do. It’s cheaper than, you know, wasting your own time, learning everything that you need to learn in order to do it. Um, so I’m just saying, you know, number one, it’s okay to put raw content out there. Number two, if you are going to want some production editing behind it, be okay with [00:38:00] sending that out to somebody to delegate it and delegate that process because that’s gonna eat up a lot of time on your end.

Um, but if you send it out to somebody to actually get it done and get it done right in a timely manner, you’ll get a good video back that you’ll be able to put on your Facebook and Google my business and, um, you know, YouTube and run ads at it and stuff like that. So just be okay with doing that. Um, and I, again, I think Mike, a lot of people, a lot of real estate investors, they like to bootstrap everything.

I just be cautious with what you bootstrap shaved. This is, yeah, that’s exactly right. So I get it. But that’s, this is just one thing that you gotta be okay with

Mike: [00:38:33] your time is more of a, I mean, honestly, if you’re a real estate investor, you’re talking, I always say this, your time is better spent finding the next deal.

Yep. It already leads to find the next deal, or God forbid, enjoying your life. I mean, that’s why we did all this in the first place. So unless you really love editing, I mean, I know some people that are like, just like you, you’re like excited about it. You’re giddy. Like, Oh, we could do this. We could do that.

You’re the creative mindset and that’s your business. But if your business is not, if your business is real estate investing, you shouldn’t be. Doing video [00:39:00] editing to save money, for sure.

Josh: [00:39:01] Yeah. That’s a big truth. Absolutely.

Mike: [00:39:03] Yeah. So, Hey, let’s talk about one more thing, Josh, which is, um, distribution of content.

So, and we talked a little about repurposing, and you can chop up videos and make a few different versions of it, but talk, obviously people can put it on their investor carrot. Website, um, they could put it on social media. You know, what we found is with every piece of content that we create, we have kind of a distribution plan, which is basically just anytime we publish a podcast like this, upload it to here, upload it to here.

We have like literally a checklist, do this, this, this, and it’s something that I came up with like years ago. Like we’ve never even changed that. We’ve just said, every time we publish a video, you know, we publish like this show, we publish it on. Uh, Wednesdays, and we tell everybody we publish it on Thursdays.

We kind of have a plan for each thing we do. So maybe you could share some tips for investors on how to distribute it. There’s a million places you could post your videos or some that syndicate. There’s a lot of things that you could do to kind of get it out [00:40:00] there in the interwebs.

Josh: [00:40:01] Yeah. Again, don’t complicate it.

So don’t put it out everywhere. Um, this is what a lot of people get confused. Again, we’re talking about like tech talk. I mean, people are getting shiny objects syndrome with the cock. And I’m thankful that Mike said that we’re not doing that because then my team would probably be responsible for that, so, so, thanks, Mike.

Um, but anyways, so like, but, but that’s the truth is, you know, Mike’s audience is not on tech talk. You know, they may have created an account because. You know, guys like Gary V told them to, but at the end of the day, they’re not actively using it. It’s the same thing with, you know, I know, you know, a good majority of my audience personally is not on LinkedIn like, so I don’t go hard at LinkedIn.

I go hard at YouTube, podcasts, Facebook and Instagram, because that’s where my Instagram was a newer one. People are just starting to use Instagram in real estate. Investors are just starting to use it. But Facebook, YouTube podcast, I’m going hard at that right now cause that’s where my audience is. So that’s the first step is know who your audience is and you should already know that.

And if you don’t know that, that’s [00:41:00] number one. When we get off the podcast here, that’s number one. What you gotta do. Establish your audience, figure out who your target audience is. Number two is where are they at? Where do they hang out at? Um, so again, this is knowing your target audience. If you know who they are, truly, you know where they’re going to be.

This is why, like this is why sending out direct mail is so popular, because a lot of. Your target audience are people that are, you know, 45 and older or 50 older, 60 older that still check the mail and go through every single piece of mail that they get. Whereas somebody like me, I’m 26 years old. If it’s not a bill, if it’s not like a letter from grandma or grandpa, it’s going in the trash.

I’m not going through it. I don’t care if you. If you truly, if the bank truly wants to get ahold of me, they’re going to send me an email, right? So like these are things that you got to think about those. So if you’re going to target me, don’t send me direct mail cause I’m not going to read it. Yeah. And I can tell if it’s, you know, direct mail or not, or if it’s a legitimate piece that I need to read.

So it’s important to know your audience there and the, and that fact, you know, most, let’s just make it [00:42:00] very blatant and clear. If you’re an active real estate investor, marketing to, you know, to direct to sellers, acquisitions, marketing. There’s several places that I always recommend is number one, obviously your website, it’s first and foremost, put your, put your content on your website.

So if you’re going to do a video, let’s just say, um, I was just working on, uh, one of my clients, Eric Brewer out of York, Pennsylvania, doing his stuff, and we, we shot the videos for him where we transcribe them, clean those transcriptions up. And then we’re uploading an individual blog post on his website so that it scrapes for SEO purposes and whatnot.

But there’s a video on there and there’s a transcription. So that’s first and foremost. That’s a good idea. In investor care, it makes it extremely easy. I know that they have a transcription service inside of it, which is super freaking cool. Um, so that’s number one. Number two, very, very under utilized as Google my business.

Something that Google is going extremely hard out right now is. Utilizing Google my business because they want people to search Google my business. [00:43:00] Another one could be Apple maps, like upload your business to Apple maps. But the way Google my business works is you can actually use it similar to a social media feed where you can upload, um, I believe the limit is 62nd videos right now.

Um, but take that, take that three minute video diced, set up into a 62nd video, you know, three 62nd videos and post three different videos on your Google my business and populate that platform as best you can. Um, next one would be Facebook. So Facebook’s big and then YouTube, because YouTube is the number two search engine platform on the planet.

Um, and then you can obviously feed your YouTube videos over to your website. So those are the platforms I always recommend. Outside of that, if you are, let’s just say for instance, starting a podcast. Um, because you want to market to a specific demographic or whatever, whatever else you’re doing. Yeah. Two things is who’s your audience and where are they at?

That’s what you create content around.

Mike: [00:43:51] That’s awesome. That’s awesome. Hey, one of the things I don’t think we really covered or we didn’t mention is when you’re creating, I think this will help people with getting out of their own [00:44:00] way and keep it simple. Create content at the houses that you buy.

Josh: [00:44:05] Yes.

Mike: [00:44:06] So easy because sometimes the first off, the best place.

The best thing to do is have natural light, right? We’re all worried about lighting. If you’re inside, it’s hard to control lighting, but if you’re outside, unless it’s a cloudy day, and you can’t control that either. But just that natural light is so much easier than worried about light kits and running power lines and car courts, all that stuff.

So just be in a house and if it’s, if it’s inside, if you can open up windows. So it’s bright in there, otherwise it’s dark and it looks like the Blair witch project. Right. But just to say, Hey, we just bought this house in XYZ city, and a lot of people wonder, you know. Why does seller seller like us? Just whatever your topic might be, by the way, while you’re there, batch it and create like five or 10 of them, like answer five or 10 different questions and just knock it out.

Because to get you to drive across town and go to a house to go create one video is super wasteful unless you’re creating a ton of stuff there. So people want to know. You could say. You know, [00:45:00] don’t, don’t lie, but you could basically say, here’s how we help this seller, right? Or here’s how we help sellers like this.

You can be, here’s how we help this seller, and we buy houses like this in all sorts of situations, including probate. How do we help people in probate? People ask that all the time. They just kind of use those topics of the list of questions that you need to cover and do it at a house. Because people, it’s just that that’s your platform.

It makes the people understand the context of what you’re talking about.

Josh: [00:45:25] So there’s a couple of things I want to capitalize on that real quick. Yeah. So number one is there’s two ways to create content. There’s. Uh, producing and documenting that is documenting, which is a thousand times easier. And my preferred method of creating content where you’re just like in the environment that you’re marketing to and your going to just shoot videos because you’re there right now, you’re already at the house.

and you’re going to shoot videos. Maybe you do a walk through, or maybe you do, like you mentioned a case study where you’re actually talking about, Hey, we’re out of house right now. It’s got fan foundation issues, and I just want to show you this crack in the foundation here. Uh, we’ve [00:46:00] actually helped many sellers with this problem specifically, and even if we didn’t buy the house, we still pointed them in the right direction.

You know. Talking about stuff like that. So case studies is powerful. Um, but the reason why doing documentation as opposed to just producing where you’re sitting in a studio and doing lights, camera action is because, and I do this with the clients that I visit. You know, a lot of the investor fuel, uh, members would actually go shoot onsite video, um, videos with them.

I take them to the houses. We do very few videos in their actual office. We want to do a couple. Like the about us video and you know, here’s our receptionist, or here’s our closing coordinator or whatever. But if we’re doing direct to seller marketing for videos, like we’re going to a house and we’re going to stand in front of a house, we’re going to walk through a house, we’re going to stand in the kitchen or the living room or whatever, because the reason why is because it’s the environment that you’re marketing to and the more relevancy.

Relevance is one of my favorite words when it comes to marketing. The more relevant that you can be towards your target demographic. The more likely you are to actually connect with [00:47:00] them and allow them to pull the trigger. So as opposed to somebody sitting with a green screen behind them saying, Oh, buy your house, go to the house and say, have a house like this, I’ll buy your house.

Exactly. It’s more likely to actually close the deal and get that deal locked down. So that’s the, that’s the thing. Think about relevancy and that’s what you go after. Yup.

Mike: [00:47:19] Cool guys, I hope you got some value there, Josh. Thanks for, uh, thanks for joining us today,

Josh: [00:47:23] man. Thanks for having me on. It was good.

Yeah, absolutely. Yeah.

Mike: [00:47:26] Hey, folks. Want to learn more about how to connect with you? Obviously you do some editing, you share, you have your own show where you share lots of tips on content creation. Where can people go to connect with you? Learn more?

Josh: [00:47:36] Sure. Absolutely. Well, I’m all over social media, so specifically Facebook and Instagram, so like we talked about, so just search me, Josh Culler.

Um, if you want to learn more about what we got going on, you can go to color. Media.com colored, spelled C, U. L, L, E, R, and that kind of integrates everything that we’ve got going on. So we’ve got two podcasts. One is called the content marketing playbook, which is a podcast specifically about content marketing, teaching you how to do it [00:48:00] and do it yourself.

The other one is called the REI marketing weekly, which Mike himself has been on. Um, and so we talk about just marketing. That’s it. Nothing else in real estate investing, just marketing. And so that’s called the REI marketing weekly. We got a website, uh, actually by the time this goes out, that website will be up and we got show notes there and whatnot.

So REI marketing weekly.com. And then obviously, like I said, REI, not video. Shoot your own videos like we were talking about. If you want them edited or produced, send them on over and we can do that for you.

Mike: [00:48:29] Cool. We’ll add some links down below for, uh, for all these things you can reach out to Josh. So, Josh, thanks again.

Great, great information here. Hopefully you guys got some value. Hopefully you’ll all start creating some content. If you’ve been on the fence and you haven’t, and you’ve probably, truthfully, if you’ve been on the fence and you haven’t, you’re probably overthinking it a little bit,

Josh: [00:48:45] so

Mike: [00:48:45] hopefully. Pride, a little bit of a catalyst to kind of get you going.

So, uh, awesome. Everybody, thanks for joining us today. If you, if you haven’t yet subscribed to us, we’d love it. If you did, you can subscribe wherever you’re watching or listening to this right now, iTunes, Google play, Stitcher [00:49:00] radio, and a million other places you YouTube course. You can find all of our shows and thousands of hours of free content on flipnerd.com appreciate you guys.

Appreciate you guys a ton. We’ll see you on the next episode. Thanks for listening to today’s show. There are three ways I can help you start or grow your real estate investing business if you’re a new investor. In just getting started, the FlipNerd investor coaching program is the most effective program in America.

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