Create Content that Converts with Will Draper

Welcome to another episode of The Raquel Show! Today, I am thrilled to have the incredible Will Draper join us. Will is a social media expert and the founder of The Social Agent Pro, a platform dedicated to providing workshops and courses with actionable strategies to boost your business through social media and video marketing.

In our conversation, Will shares his insights on generating leads and converting them into clients using various social media platforms. He breaks down his proven methods and offers practical tips on content creation, engagement strategies, and how to effectively use different social media channels to grow your business. Whether you’re a real estate agent or an entrepreneur looking to expand your reach, this episode is packed with valuable advice.

Connect with Will Draper:

• Instagram: @itswilldraper
• Business Name: The Social Agent Pro
• Website: Https://itswilldraper.uscreen.io

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Transcript

Will Draper: 0:00

Something I posted the other day, and there's a strategic reason behind it. I was like, go into your emojis and enter your first six emojis and see if it explains your life, 118 comments in 24 hours, And you're like, well, that has nothing to do with real estate. No, but it's a tide riser. And what a tide riser is, is when you put an engagement post out and you get all of that engagement, all of those people are more primed to see your next post. So what do you do next? 24 to 48 hours later. You post something that is more catered towards your business.

Raquel Q: 1:05

Welcome to the Raquel show. This show is for entrepreneurs who want to play bigger in business and in life. And you all are in for a treat today. I have a guest who was referred to me by a mutual friend of ours, and she said, you have to have this person on your podcast. So if you are looking to generate leads and actual clients through social media and video marketing, You're going to want to listen to this a couple of times or watch this again on YouTube. He is the founder of Social Agent Pro that provides workshops, courses with actionable strategies to increase their business. Welcome to the show, Will Draper.

Will Draper: 1:43

Raquel. Thank you so much. That was an amazing intro and I'm super stoked to be here to talk to you today. Okay.

Raquel Q: 1:49

I am just as stoked and we are going to dive right into it. we'll start off with the question of what are you seeing since we're talking about all things, social media, all things, video marketing, what are you seeing as some of the best strategies to get leads right now on social media?

Will Draper: 2:05

So it's really interesting. social media is a very noisy place right now. more people than ever are creating more content, but there's more people than ever that are on the platform. So it's one of those things. it's the biggest opportunity to do free marketing that has ever been And there's so many different channels that you can pick from. You, you can be on Instagram, you can do YouTube, you can do Facebook, you can do TikTok, you can do LinkedIn. There's so many different platforms. And because there's so many users on the platform, that doesn't mean there's a whole bunch of creators that are actually doing well, like the creators that are actually creating content. That is resonating with the right audience. There's a very small percentage and portion of them. So I think there's a huge opportunity out there. There's actually a statistic that, people in the U S spend about two and a half hours per day on their device. And they actually consume. So content, TV, video, think about all of all the media we consume. 50 percent of that media that's consumed is user generated, meaning people like you, people like me. So instead of watching the TV and watching the news and watching movies and watching Netflix, people are spending 50 percent of their watching time on social media, watching people like you and me. So social media is one of the. Biggest, most massive opportunities to actually attract an audience and the right audience to actually build a personal brand and attract clients.

Raquel Q: 3:29

I'm definitely one of those statistics because I don't even know how to turn on the TV, but I will go on social media when I'm in a Starbucks line, and I will like in between my kids basketball games. So you're right on, and I believe it continues to grow. So what would you say are some of the platforms that you're seeing? Because there's so many different ones, and I think we also can get confused on do we do all of them at one time? we create content, or should we focus on one platform? Or does one platform perform better for our audience?

Will Draper: 4:00

that's a great question. And it's a common one I get, with people I do group coaching with and a lot of my one on one clients and people who just DM me on Instagram and the people who I see do the best usually have one predominant platform that they really focus and concentrate on because. Your audience is different on every single platform. What the algorithm and what the people like, what the consumer likes on each platform is entirely different. So I've heard a lot of coaches and gurus say, Hey, make content and then post it everywhere. I think that's terrible advice. And the reason why it's terrible advice is you might just be posting it everywhere, but it's not working on that platform. So people that might run across it on the platform are like, this content sucks when it could be really good for another platform. So being very platform specific, I think every platform can work. for your business, depending on what your end goal is. And one of the things I think people do that is a huge mistake is they chase views. They're chasing virality, right? it's not virality that you're after. It's viral for you, right? So if you have an audience of a thousand people on a particular social media platform and a large majority of that audience sees it, That's great because that's your audience. Like it's a higher connection rate. When, if you get a million views because you post something that is not targeted and directed towards your ideal client, it doesn't matter. It's not actually creating revenue for your business. It's not adding leads. It's not building clients. So I think people need to focus on pick one platform and it's usually, I ask two questions. One. Where's your audience? Where are your ideal clients? It doesn't matter what industry you're in. I don't care if you're in real estate or investments or fitness or makeup or whatever it is. It's all about where's your audience? Where is that consumer? And then the other question is. Do you know that consumer, do you know their patterns of behavior? Do you know where they're spending their time? And then I guess third, you got to ask what platform do you enjoy spending time on? Do you love spending time on Tik TOK and doom scrolling for hours, or do you like to search things on YouTube? I find that people usually do best when they find a platform they like and they lean into it. I'm big on personal stories and examples. So, when I first. Got started on social media. I probably didn't have a Facebook account until like 2015. I was always like anti social media. And then, I lost my best friend, from high school. And. Hadn't talked to him in a little bit, but my dad called me and I remember losing him. And I remember getting back on social media or starting social media. I was like, I just want to connect with people I knew growing up. Like it really made me think I just want to connect with people. So I signed into Facebook and I started connecting with people and that's what I used it for. That's what it was all about. Then I started connecting with people in my local community, because that's what you do on Facebook, right? It's friends. People can't just follow you. They have to friend you and you have to accept them. I didn't start Instagram until 2019 or 2020. and that's when I started, I was like, okay, I'm going to use this for my real estate business. And when I started that, it's an entirely different platform where anybody can follow you, right? Your stuff can be seen by anybody. I, it's just entirely different. And so when I was building it for real estate, I realized my audience was on Facebook. Those are the people that I knew. Those were my sphere. Those were the people I was trying to target because Instagram targets a lot of strangers, if you will. So I built my entire business on Facebook and I feel like a lot of real estate agents and investors and other people are chasing TikTok and they're chasing YouTube and they're chasing Instagram when I built my business over here because that's where my sphere was. The people I was trying to go after was there because it helped me realize I understood that's where my audience was. And then as I built my business and became successful of using social media, using video marketing, I started growing my Instagram following, which is where I have the biggest following now of almost 41, 000 followers there. And they're all real estate agents because I knew they needed help on whatever platform it was. So I knew my ideal audience on Instagram was real estate agents. I knew my ideal audience On Facebook was the people in my community, my friends, my family. And that's how I built my real estate business, how I built my, coaching platform and education platform and courses was on Instagram. So the audience on those two platforms is very different. So my strategy on those is extremely different. I think everybody else should be too. It's again, it's all back. And this is a super long winded answer to. You have to understand where your audience is. And once you understand where your audience is, you have to cater and play to that platform strengths.

Raquel Q: 8:35

So good. I love how you break it down. And let's just take Facebook for a sec, because we do have a lot of agents that listen to the show and they do want to get in touch with some of their clients that are happen to be on Facebook. What would you say are some strategies or posts or videos that you see agents doing today that are hitting to get back in touch with some of their clients? clients or generate leads for them. Yeah.

Will Draper: 9:08

I'm going to share the strategies that I use to build my business and that I tell other agents. I basically, I document my process. Everything I coach and teach and do on Instagram is stuff that I've used in my own business that has worked. Other people use it and it works for them too. So the strategy for Facebook. One, I always get the question, should I post to my business page or my personal page? I'm here to tell you, your business page is dead. It is only for running ads. Anything that goes on your business page should be specific. Oh, I plan to run an ad on this. Otherwise don't even waste your time. Okay. It's all about your personal page. Now you have to come back to deciding what's my content strategy going to be for Facebook. So first we have to understand the platform. So what's the platform? the platform used to be chronological order, where you would catch up after a day and see what all your friends were up to over the past day. Now it doesn't work that way anymore. You might see somebody that you know in your friends list, or you might get suggested content, or you might see ads, or you might see sponsored things in your feed. It's not as easy as it used to be. Say, okay, what's the behavior on Facebook? People want to engage. It's probably the most social of social platforms, right? Instagram is very consumer based, right? You're consuming content. It's not as much engagement as Facebook. Most things on Facebook, people are sharing moments from their lives. Or, and I was doing this earlier this week, they're doing engagement posts. So doing a post that causes somebody to take an action. Something I posted the other day, and there's a strategic reason behind it. I was like, go into your emojis and enter your first six emojis and see if it explains your life, 118 comments in 24 hours, And you're like, well, that has nothing to do with real estate. No, but it's a tide riser. And what a tide riser is, is when you put an engagement post out and you get all of that engagement, all of those people are more primed to see your next post. So what do you do next? 24 to 48 hours later. You post something that is more catered towards your business and say, okay, what can I post real estate related that will not annoy my audience? Okay. Home tours, neighborhood tours, and behind the scenes, local spots. Those are the only content categories you really need to even think about right now. Everybody wants to know about what's going on in their local community. I used to do a series every Friday and I called it What's Up Wake Forest. Okay. And, I would go and I would just pop on camera. I'd be walking through downtown on my phone with a selfie stick. It was like, what's up Wake Forest. Happy Friday. What's going on this weekend is, and I would just say, what's going on that weekend in town? Is there an event? is there a restaurant you should check out? What's going on with the farmer's market? Just saying, Hey, these are the cool things that are going on this weekend. And then that next week I would pick a spot. So let's say it's a pizza spot and I did this, my wife's in the car, my two kids are in the car. And I was like, Hey guys, I'm gonna take a quick video. I'm sitting there in the front seat of the car. No fancy filming. No, no fancy camera on my phone. If you're looking for a great pizza spot in Wake Forest, when you're on the way home from soccer practice and dance recitals, and you just need a quick bite and it's actually cheap, it tastes pretty good, then you should check out Bricks. Let's go do it. I'm sitting in the front seat of the car. I do that walk in, just do a quick couple of scans inside, put that together, put it out, and I would do that once a week, right? I'm talking to my ideal client, who is people who live in my community, who have kids, who need a quick bite of pizza on the way home from all the sports activities that we all have to do as parents. Cause I want it to work with families, right? I did that consistently for three months, just once a week, just post something about that. Just sit it's all real and raw. Nothing is edited. Nothing looks as pretty as it does now. And after two or three months, I would have people that I barely knew reaching out to me via direct messenger or messenger, I guess on Facebook saying, Hey, I'm going out with my wife this weekend. do you have any dinner recommendations? That's kind of neat. Like people reaching out to me, which then what do I do? I have an opportunity to have a conversation cause they started a conversation with me and then I can be back. Oh yeah. You should try out this spot. Hey, by the way, where are you living nowadays? Oh, I love that neighborhood. How long have you guys been there? And it's, you can start doing that. Hey, how long do you think you guys are going to stay there? Like it, it makes a real natural conversation that I didn't have to initiate. People started reaching out to me and then the town started taking notice. And the mayor's office reached out and we're like, Hey, You promote a lot of our local events and businesses and, parks and everything. We have a Christmas, get together about 10, 000 people. Could you be the MC for that? And you seem like you like to talk to people. I'm like, yeah, that'd be great. What is, what's involved? We're going to give you a microphone and a loudspeaker, and you're going to, run several events for about four hours in the town with 10, 000 people. I'm just like, that sounds great. Awesome. Right. And it's all from creating. Content around the local community, right? And then intermixed in that, I would do neighborhood tours and house tours, right? So I would do quick hyperlapse home tours, where I would pick new construction neighborhoods, usually like pretty houses and price points I wanted to work in. Because when I first got started in real estate, most of my price points was between 150 and 300. And then I started filming houses and neighborhoods that were 500 plus. And Guess what? Within a year, all the houses I sold were 500 plus because all of my friends in my sphere are seeing, Oh, every other week he posts a house. And then every other week you post a neighborhood. So I would do neighborhood tours where I'm just walking selfie style. And sometimes I would ride my skateboard through the neighborhood and I would just talk about the neighborhood. I'd say, this is the neighborhood name. This is where it's located. This or how many houses, these are the price points. These are the amenities reach out to me if you have any questions. And I would post those. every other week and then intersperse a house. So it was a neighborhood tour, a house tour, a neighborhood, a house tour. And that would go once a week for a month. So if I had that, and then I had four local businesses I was highlighting, or sometimes it was parks. If I was out at a park with my kids, because I try to be super involved as a dad, take my kids to and from school. I coach my son's soccer team, take my daughter to dance, all that stuff. Try to be super involved as a parent. I just create content where we're going to the playground today. If you've got kids and you live in Wake Forest, you might want to check out Pullen Park and here's why. And then we just show off the park and my kids would be like, playing in the park and then just documenting that journey. It's not real estate y and sales y, right? One of those posts per week was real estate y, but it was not like, Hey, buy with me, sell with me, just listed, just sold. It was, Hey, check out this neighborhood. It's pretty cool. By the way, I'm gonna ride a skateboard through it. That'll be fun. And people like looking at pretty houses. the analogy I like to give is I love sushi. I go on Instagram and I watch sushi, like videos, like how they make sushi. I don't care about the chef behind the camera. I just want to see the sushi and like the final product. as real estate professionals, what's the final product. It's the house. It's not necessarily you. there's nothing wrong with kidding. I'm going to do talking head, knowledge broker content, but they want to see the end product. And so being able to deliver that in an engaging way shows people, Hey, you're active in the business. And it also shows them the thing that they desire, right? Like I desire the sushi. These people desire the houses. They desire that amazing new neighborhood, right? They desire to know where's the cool places to go eat. Like, where are the events going on? So you're giving them, Hey, these are what I want. So that's a great strategy for Facebook because most of that is just focused on you, loving your community,

Raquel Q: 16:33

Yeah.

Will Draper: 16:33

right? It's not focused on you. It's focused on the community.

Raquel Q: 16:36

Yeah. I love all the things that you shared. And I also know that it's one thing and you alluded to it earlier when you were talking, when you get into conversations is it's one thing to actually get an interest or a hand raised. But it, and this is all rented platform is what I say to the agents that are in our community or that we coach, is What is a follow up system? What would you recommend as a follow up system for when you are in these conversations? Cause you can get a lot of messages and then lose track because it's really not messenger. Facebook messenger is not a database.

Will Draper: 17:15

It's not a database. So exactly what we would do is when you start to have those conversations and then they turn towards something that even remotely is real estate related, which every DM I would get, I always eventually work it there. It might not be that day, right? But it might be within a couple of days. Once I know, I'm always trying to get at what their timeline is, right? Once I have a realistic expectation of what their timeline is, I go to follow up boss, and if their name's not in there, I add their name. I copy and paste a screenshot of the conversation that we had. And I put a follow up in there. It's like, okay, they're probably six to nine months away. Put in a follow up in two months to offer and see if they want a CMA for their house. So I would use a follow up boss, any CRM. So follow up boss, if people don't know out there, it's a CRM customer relationship management system. You can tag when to follow up with people. And then I get a notification on my desktop. It says, Hey, you've got to follow up with Raquel today. What was your last conversation? Oh, it said I was going to follow up, give them a updated home value. And then directly in messenger, I'll just pull out my phone, And I hop on video. I don't type when it comes to that point. Hey, Raquel, it's Will. We talked a couple of months ago and you were thinking about maybe putting your home on the market six to nine months from now, it's been a couple of months and just wanted to see if you wanted a. Equity update on your house. Everything in the market right now seems to still be trending up and you're probably up a few percentage points from last time we talked. So I'd be happy to send it over to you. Just let me know. Direct to messenger, send it over, right? That gets like a 75 percent response rate. Cause you send a video. It's really hard to turn somebody down when they take the time to make a video and you're making eye contact. Because once you make eye contact with someone, it's Ooh, I need to respond to that. So easy to ignore just a text, right? And it also, in the messenger thing, instead of just being a little blurb, it's your whole face, right? It's that whole thing. It's like, Oh, I can't ignore that. I better reply back. You'd be surprised how many video replies you get back. This is the first time I've ever done a video reply. This is cool. And that's just starts another conversation. Cause they're like, you're fun. This is neat, right?

Raquel Q: 19:18

Yeah. That's so cool. where do you see on the flip side, where do you see agents making mistakes when it comes to Facebook or Instagram? Cause I feel like most

Will Draper: 19:29

it's not knowing who their ideal client is and not building content buckets around that client and giving them what they want. I feel like a lot of agents make self serving content and that self serving content. It's not helping the other person, right? Like it's all about them. It's not about you. It's about them. what do they need instead of like, yeah, I'm going to do this. I like this. That's not necessarily the right thing, right? Like you really have to understand who your ideal client is. If you're. Niching down and you say, I'll help anybody buy or sell you're not going to make good content. Nobody's going to resonate with you. But when I said, all right, I am gonna, I'm going to niche down. I live in an area that's got 50, 000 people, in a small suburb outside of 2 million people. I could focus on the 2 million people, or I could focus on the 50, 000 and say, okay, I'm just going to go all in on this area. I'm also going to just make all my content focused around families. Okay. I want to work with families who are upsizing. That was my ideal client, families who are upsizing. In the particular area that I live in. So what does that mean? What's important to them? Schools are important. Neighborhoods are important. Places to take their kids are important. So what was all my content about those things? So who does that attract? Those people, right? If you don't know who you're making content for, you're making the wrong content.

Raquel Q: 20:53

speaking of content buckets, and you also said it a little bit earlier, is you would make these contents from like neighborhood tours, community tours, property tours. What would you say? Because you teach a lot of agents today. when it comes to this stuff. What would be like a routine? Because I remember when I was first getting into real estate and I've been in it for over two decades, it's like they would tell us you got to practice your role play scripts, then you got to go prospect from 9 to 12, and then you have appointments in the afternoon. What would you say would be a good routine or a system for an agent that easily gets distracted, especially with social? Like we get on social, we consume, and we forget that we've got to record.

Will Draper: 21:35

So I am. Self prescribed ADD, Like I don't take medication. I've never been like diagnosed with it. But if you ask my wife, I am scatterbrained, I'm all over the place. but I'm also very systematized. Okay. And when I first got into real estate, I didn't know what a daily schedule looked like. And then the exact schedule you talk about, do this. I was like, I found that out. like I got into the brokerage and we went to training in the first week after I got my license. Then I was like, this sounds awful. I don't, I was like, that's what I was trying to get away from in the corporate world. this is not like this sounds gross. I don't want to call people. I don't want to role play. This is dumb. And not to say that those things aren't valuable. They're super valuable. But for me, I was like, that's not what I'm gonna do. I want to do things differently. I want people to reach out to me. I want to do attraction marketing. So what is that? Okay. that's content. And I was like, okay, how am I going to do this in a systematized way? And it took me about a year to find my own system. Okay. So this would be like a typical like schedule for me. And I, in Google calendar, I have time blocks in there. Like I'm very big on time blocking, right? So there's time blocks in there. It says 5 30 to 7 AM, go work out. Seven to eight, get ready, get kids to school. And then. Eight o'clock, I would do my affirmations and, put out my goals. Like I'm big on the juju, right? Like I, I swear the juju stuff works. And then I wouldn't open my email. I don't open email till noon, because if you open up email to me, I went down a rabbit hole. Okay. So what I would do instead is follow up, follow through. Okay. So after I did my affirmations, I'm in the right head space. I would open up my CRM and say, okay, who am I? Okay. Following through with first. Okay. follow through is replying to a commitment. You said the day before. So who would I talk to yesterday that I said, Hey, I'm going to give you this. I'm going to send you this. I'm going to do this. I promise I'm going to do this. We all do that on a day to day basis. Hey, I'll email you. I'll text you. I'll send that to you. So all of that goes in my CRM. It also goes in as a task. So I was very big in my CRMs. okay, this is my task for tomorrow. That's my follow through. I need to follow through with the four or five, six commitments. I said yesterday with my clients, I would knock those out. Usually takes about 30 minutes, right? And say, okay, what's my follow up. Then I open up the CRM again and say, okay, who have I tagged? Because I had a conversation with on Facebook or had a conversation with on YouTube or Instagram, or I had an online lead from Zillow or realtor. com. And I'm like, Like, who have I tagged that it's time to follow up with? And then I would follow up with those people based on what our last conversation was, right? But I wouldn't do any other outbound prospecting. Besides that, so do follow up and follow through. It takes about an hour. Okay. Once I've done that, it was usually about 10 AM or so from 10 to 11. I would get on social media and I would interact with people. So I would get on Facebook at 10 AM. I would go to my friends list and I would start at the A's and I would work my way down and I would click on their name, see what they were up to, see their stories, see their feed, leave a meaningful comment on their post, not just and say, Oh, that's cool. Leave a meaningful comment and a question, right? And if I got to their post and there was no question I could really ask, I would still like and leave some sort of comment because you can't always leave a question, right? But I would intentionally do that with 20 people. And sometimes you would have to go through 30 or 40 to find 20 people that have posted something. But what I'm doing is I'm training it to send me those people that are in my friends list and I categorize them like these are all my local people, right? I wasn't focused on my high school friends from three hours away. I was really focused on the people that lived in my community. So I would intentionally do that for an hour. Okay. So I would do it through, do it through the feed and I would do it through stories, right? I would intentionally go 20 people in the feed. I would go 10 people in the stories, and then I would go to my DMS and just respond to DMS. Cause anytime you comment on a story, it sends it to a

Raquel Q: 25:40

Idea.

Will Draper: 25:41

Is it to a DM? So I would do that. Now I'd spend about an hour doing that and then I would make my post for the day at 11 o'clock. And when I made that post at 11, guess what I'd been doing the previous hour? Engaging, engaging, engaging, engaging. So guess who gets to see that post? All the people I engage with. Right? And that post, it might be the video I made from the day before. It might be the video tour. It might be one of the engagement posts. Or it might just be a picture of my kids, depending on what was on my calendar. Because I use something called Metricool, and it allows me to plan out all my content. and so I have everything like planned out. So I was coaching somebody this morning, and they were like, how do you do it? And I shared my screen. They're like, you have your entire month of June already planned? I'm like, yeah, June is planned, filmed, edited, captions written, scheduled. The entire month of June is already done for me. Like

Raquel Q: 26:33

And when do you do that well? Do you do that like the month before, on the 25th, on the 15th? is there

Will Draper: 26:39

I wrapped up today, I wrapped up today. I started working on it yesterday. It usually takes me about eight hours to do an entire month's worth of content.

Raquel Q: 26:48

and do you batch content

Will Draper: 26:50

batch everything. I batch everything.

Raquel Q: 26:53

on a certain day?

Will Draper: 26:54

I do. I want to talk about batching. Let me finish up that other thought so people don't get left as a cliffhanger. So I would post at 11 and then after I post, I would just let it ride. And then I would make, I would work on whatever the next day's content was. And then it would be noon. I would open my email and then I'd have lunch and I'd always lunch and learn myself. I would learn something every day. I would take a course, sit in on something. And then that afternoon is for appointments, or figuring out how to make new content. that was my day. if I got to noon every day, I call it a successful day. If I could just stick to that easy schedule, follow up, follow through, comment on social media, make my post, and then start working on the next day's content. That's what I did. Now, content wise, I do batch everything and I have for myself personally, so I have five content buckets. Okay. So I always give, video ideas. I do video hooks and scripts. I do tips and tricks for Instagram and Facebook. Hey, what are the tools that you can use to drive more leads into your business? I always do a chat GPT prompt or some kind of cheat code. and I always do, social media strategy. So those are my five content buckets and I have five different content types. So each one of those has a different format of content. So for example, I'll tell you what my June is going to be. My June, every Monday, you're going to get a whiteboard post where I'm ripping stuff off and revealing the next item down. So that I'm going to be holding a whiteboard. I'm going to be saying, Hey, here's five things you need to do. Number one, number two. And so what I did is, I always flush out all of my content and brainstorming sessions. And if I know my content buckets, I'm like, all right, I'm going to batch four weeks of content at a time. Because if I have five content buckets and I batch four weeks of content at a time, that's 20 pieces of content. But the problem is most people like, all right, I need to do this week. So I'm gonna do this post on this day. I'm gonna do this neighborhood tour. Then I'm gonna do a house tour. Then I'm gonna do this local spot. when you're having to switch gear and make different types of content in different formats, it slows you down. So what I did, and this is an example, I shot my entire months of content for June yesterday. In my office. So I'm like, all right, content bucket number one. This is going to be the, the video hooks. Okay. How do I want to do it this month? I'm going to do whiteboard style. I've got my office set up. I wrote everything down. I filmed it all. So within an hour, I, brainstorm scripted and videoed. All four of that content bucket in an hour. And I'm like, okay, content bucket. Number two is related to the first one. I'm like, what format do you want to do? I was like, I want to get creative this month. I'm going to do B roll style videos with some text on screen that are going to be five seconds and looping, but I want them to be done in a creative and unique way. Okay. So I'd already written down some ideas. I executed those all in the next hour number three. I'm like, all right, this is for me making carousels and doing tips and tricks. Okay. in my coaching program, I have three live calls every single month where I'm giving tips and tricks and advice, and I go super detailed. I just repurpose that content. I just change it from my presentation and I put it down into a Instagram swipe file and I'm just copying and pasting and just putting it in a different format, but I'm not giving as much away as I would with my group coaching clients. So they're getting all of the details. You get just enough in the social concept. Be like, Ooh, I need one more piece of information to really make this work. And that's what I have people reach out to me. And then, the next one is social media strategy. I have a list of about 150 videos to shoot that I just keep adding to. I keep a notes app on my phone every time I get an idea or somebody has a problem or somebody has a question. So I get a DM, I just write that down. It's I'm just going to answer that in a video, right? And then Friday chat, GPT prompts and cheat codes. I've got about 50, that I have saved. And so I just go pick four and just format it and put it in there. Guess what? I put out an email newsletter that goes out to about 2000 agents every single week. And. Guess what I include in there? All that stuff. It's repurposing the content, but I batch it all because it's more efficient to make four carousel files at one time with one concept than it is to, let me do a white board video. Then I'm going to do a B roll thing. How I'm going to set up my lights and camera for that. Then I got to do a, a canvas white file then. Okay. I have to do talking head. Let me get everything set up for that. Let me make sure I'm dressed good. My hair looks good. And then, okay, now I've got to do chat GPT. So do I have screen record myself doing that? Like. When you batch it with the content type, the content bucket, all at one time, it's so much more efficient, which is how I can make 20 pieces of social media content fully done in one day. Film, edited. I don't have anybody that works for me anymore. Film it all, edit it all, caption it all, write all the scripts. I do absolutely everything. Thumbnails, all of it in about eight hours. Because I batch it, right? I'm ADD, but then that's my happy day every month. It's like, all right, I'm just focused on content today. I'm not dealing with people's problems. I'm just focusing on content and it's that time blocking. And I know, and I think agents, if they got this point across in their head, it would change everything for them. If they realize that the content they make is driving the leads, which drives the revenue in their business, that becomes their non negotiable that is money making activity, right? Like we say, money making activity is making your calls. For me, it was always creating the content to create the leads. Because I have my follow up follow through every morning, right? I have that. Those are my calls. I'm just replying to people. I'm not outbound prospecting. That's done in social media land,

Raquel Q: 32:38

Yeah,

Will Draper: 32:39

And it's so much more efficient that way. So batching, batching, batching,

Raquel Q: 32:46

that I've learned, even just in this short time and conversation is how systematic you are, right? Because everything rises and I, and like we teach, we brought a scale teams out of scale and everything rises on systems, right? Everything rises and falls on systems. And I just love how you just broke that down and you brought up chat GPT. You brought up Metro call. What are some of the apps or the tools that you would recommend to agents? That are must haves or that they should really look into today.

Will Draper: 33:18

So when it comes to social media marketing, you gotta have a scheduler trying to do everything off the cuff is I think asinine if it really is, Metricool, Loomly Sprout Social, name your poison social pilot. It allows you to get so much time back. It allows you to plan out your content and pre schedule it. So you can focus on serving your clients. That's why I love it so much because I spend really a day and a half a month with my content. The rest of the time, I can spend building out new courses, getting prepared to do group coaching sessions, answering questions in the community of people that I coach. and then ideating, like doing research, like what's working. Like I DM agent, I probably have 50 DM conversations a day. To where I'm like, Hey, what's working? What's working for you? Hey, you're in my program. You've been trying this. is this working? Is it not working? cause I always want to make sure I'm staying on top of it. So I do, I probably do two to three hours worth of research every single day, just to make sure I'm staying on top of things for everybody. so tool wise, I love them at any type of social media scheduler. Second, I do love chat GPT a lot. I like the new Omni version. So much. cause I, I reset up everything. I deleted everything I've been doing the past two years because the new Omni version does so much better at carrying conversations and the memory has been updated because the way it used to work, and I'm going to get geeky here for a second. The way that it used to work, it used to remember based on tokens, right? Think on. Think about tokens like goldfish in a bowl. Okay. as you say something to chat GPT, it would drop a goldfish in a bowl, but eventually what a goldfish do, they have short memories, right? And the goldfish in the bowl, you finally fill it up and there's no water. It can't learn anymore. And the goldfish start falling out and it forgets the memory. they 5X the amount of memory that it has. And it now remembers across different chat threads. So if you're in one chat thread talking to it, it'll remember in the next chat thread. And then it starts to see, okay, I know exactly what they want, all the feedback you get, and it's gotten so much better. And then what I did to take mine to the next level, which I highly recommend everybody else do is do a tone analysis. Okay. So there is a, on my YouTube channel, there's a video I put out about how to do that tone analysis. And it's all my social media. It's on my Instagram as well. The tone analysis, what it allows you to do is I took, essentially a coaching call and a podcast just like this, and I took the transcript and I fed it into chat. GPT is here's how I talk. I want you to analyze. the cadence, the formality, the tone and the style of the way I speak. And every time I ask you to provide me a script, to write something on my behalf, I want you to emulate my style. And it analyzed all that and it said, your style is p p p p p p p p p p p p p. And I was like, that's pretty right on. I was like, that's my style. And they're like, and based on your style and all of the content we've been analyzing, your ideal client is, and I was like, a hundred percent, right? I was like, that's my ideal client. That's my tone. And I was like, okay, how do I make sure you always use this? Every time I ask you, just We're going to give you the, your copy and paste this information and put it in your new custom instructions and how you want chat GPT to interact with you. I'm like, so I just copied it. I deleted everything I had before custom instructions, the way it should operate with me. I deleted all of my chat threads and I started from scratch. And what it does now is insane. It used to get about 65 to 70%, like right on. Now I might change one or two words. in a script or a caption. And it's allowed me to increase my productivity by two, three X, because I used to handwrite every one of my captions. Okay. Now what I do is I feed it my video script. I was like, I have certain chat threads. Each one of my content buckets has a different chat thread because the style on each one's a little different. So the information that I give it as inputs a little bit different and the output I want is a little bit different, but I want it cohesive. I want to make sure Monday is always Monday. Tuesday is always Tuesday. Wednesday is always Wednesday. It's got a different vibe and a feel, right? And When I trained it and then I asked it this last time, I was like, here's the video script. I was like, here's exactly the style and format that I want. I was like, make it sound like me. Go. And I was like, son of a. know what?

Raquel Q: 37:46

So impressive, right?

Will Draper: 37:48

was like, Oh my God. I was like, I went back and I was like, I deleted one sentence and I changed one word. I was like, I'm deleting this sentence and changing this word. Don't use those again. Here's why, right? It's the thing most agents miss when they try to update ChadGBT. They don't say, here's why I'm doing this. You just do it blindly. It's you're a mom, right? You've got kids. If you say no, and they say why, The worst thing we can say, and we're probably both guilty of it is because I said, so

Raquel Q: 38:17

Yeah.

Will Draper: 38:18

never do that. My wife is actually a child psychologist. And so I feel like I'm a way better parent because of her, but she was like, Oh, you always have to give the logical reason why, and you have to explain it. And it has made me such a better parent. And it's made me really good at chat GPT too. Cause I'm like, okay, here's why I don't want you to use that. Please don't say game changing. Because game changing is not normal terminology I would use. It sounds like ChatGPT wrote it. And it's understood. Are there any other words like that? As a matter of fact, there are. Don't say blah, blah, blah. And now what I get back is just great. And it just saves me so much. it's like I wrote it, right? It's I wrote it. Cause it's here's my video script and I put it in there. Now what's neat. And I tested this, with this new Omni. Instead of copying and pasting the video script in, you can just upload the video and it'll analyze the video and now I don't have to tell it. So what used to take me 10 minutes now takes me like three minutes. So it's just like getting that time back, which is why you can do that. And as agents. And entrepreneurs and business owners. we all have to wear so many hats. We don't just get to buy and sell houses or buy and sell insurance or buy and sell mortgages. Like we have to do all these other things. Like we're CPAs and we're cleaners and we're tech and like customer service and God, why not buy so much time back by training something that can do it for us. And you just get all that time back to actually go back to doing what you should be doing. Which is serving your clients. Best

Raquel Q: 39:51

You've dropped so many nuggets today on our show. Where can people connect with you? And we'll also put it in our show notes so that if you guys want to learn about his coaching programs, if you want to learn more from Will, make sure you connect with him. Where can they connect with you?

Will Draper: 40:07

place to find me is on Instagram at it's Will Draper. I put tons of free content out there. If you only want to absorb free content, cool. Go to Instagram. if you want to discover working with me either on a group basis, or check out our, self learning program, it's on my Instagram in my bio. Feel free to go check it out. It's the social agent pro. Just tips, tricks, and tactics to help you grow on social media, get more leads, and spend more time with the people that you love.

Raquel Q: 40:38

Love it. And as we wrap up, there's always one question that I ask every single guest on the show is what does Will do to play bigger in business or in life?

Will Draper: 40:47

What do I do to play bigger?

Raquel Q: 40:49

Yeah. How do you play bigger?

Will Draper: 40:51

How do you play bigger? it's probably cliche, and you've probably had a lot of people say this, but it's two things. one, it's mindset and knowing that we all deserve greatness. Every single human being out there, we all deserve and can achieve anything we really put our minds to. It's not just, Like if you've ever seen the book or read the book, The Secret or seen the documentary, right? You can't just wish things into existence. But if you really focus on those things, you can make those happen. You have to do the work that comes along with it, but then you start to see those opportunities. But then beyond that, it's surrounding yourself. With people that are smarter than you, more successful than you, brighter than you, and just be the dumbest person in the room. And I try to do that honestly, even if it costs you a lot of flipping money to do it. I've invested over a hundred thousand dollars in my personal development over the past two or three years to Some I got to be in rooms for free and some I had to pay a lot of money to be in rooms with more successful people. And sometimes you have to buy your way in and that's how it works when you get to certain levels. You have to buy your way into those rooms. It can even start with buying somebody lunch, probably not going to do anything if they're super successful, right? But what can you really do for them? It's I've signed up for coaching programs, just not that I needed them, just that I just wanted to be in the room with them. I was like, I feel like I know most of this. I just want to be in the room with you right now. So I will pay you and just sit in the back and just be here so I can have a five minute conversation with you because who you surround yourself with, if you surround yourself with a bunch of agents that are always complaining and not successful, guess what? You're probably going to be not successful. I think they said you're the average of the five people like you spend the most time with, right? As far as success, whether that's in love or relationships or finances. So it's surrounding yourself with as many of those upper echelon people as you can. And in the environment of the world we live in now with social media and zoom and masterminds and all this stuff, you have the ability to do that. It's not just the people that live in your local community. Like I don't interact with a lot of people in my local community. Now, most of my interactions are like this online zoom across the country. But you have to make the effort to surround yourself with those people. And don't be afraid to reach out to somebody on Instagram that you might think is out of touch and try to have a conversation and just like in real estate. One outreach doesn't cut it. You've got to go eight, 10, 12, 15 times, but when you get a response and you have that conversation, that could change everything. So surround yourself with people that are bigger and better than you.

Raquel Q: 43:39

I want to thank you so much for your time. I love all the things that you do for our industry to help agents with their social media, their video marketing. You are very systematic, which goes back to what I said in the beginning. You create actionable steps that make it really easy for agents to take action and of course, play bigger. And I want to keep supporting you in all the things that you do and keep supporting you in playing bigger, my friend.

Will Draper: 44:06

Thank you so much, Raquel. You've been amazing, such a great host. I wish you nothing but the best. I'm always here for you if you need anything.

Raquel Q: 44:13

Thank you.