Hyperlocal Content Is the Fastest Way to Own Your Market (And Claude Makes It Easy)

Why Hyperlocal Content Gets Ignored

SPEAKER_01 0:00

Every coach, every trainer, every social media expert right now is saying that the number one thing that you can be doing, at least in our field, right, as uh lenders, realtors, is hyper local content. So if that's true, why is almost nobody doing it? That's a question that we're gonna ask and we're gonna answer and we're gonna give a solution for today in this episode.

Lacey 0:19

So I I hear that constantly, but what is the actual problem?

SPEAKER_01 0:22

The problem, I think, is that everybody thinks that it's a motivation problem, or everybody thinks, oh, I don't like people just don't like the way they sound, so that's why they're not filming content and or they're just not motivated enough to do it. And I actually believe that that's not true. I think that most people don't lack the motivation. I think that they're willing to put up with the way they sound on camera, present company included, right? Right. They may even make time on their calendar to do it, but what they end up with is this blank page that they get to that time period that they have blocked off to do it and they start searching. They don't have it all planned out, so they start searching on the internet. What could I do that's some great local content? Or they get into AI then, right? And they they're just like brainstorming in that moment, and then they get distracted and they have squirrel brain, right?

Lacey 1:04

All over the place, right?

SPEAKER_01 1:06

Distraction, distraction, distraction, and next thing they know, an hour's gone by, they've done nothing. If they have picked a topic, now they're like, what well, what approach should I go with this, or where should I film it from? Or what would the caption be for this video? What would the hashtags be? And they just get into paralysis by analysis, nothing ends up happening. That's what I think it is. So I just think it's a system problem.

What Hyperlocal Actually Means

Lacey 1:26

100%. 100%. I think that, you know, we've talked about this so many times, chat about just getting the ball rolling, you know, like and starting. And so people do start, but then they freeze again. You know, if you definitely just get there and you freeze. So obviously, before we get to the system, I just would like you to explain, because you've said this to me multiple times before, and I had to be like, wait, what do you mean by hyperlocal content?

SPEAKER_01 1:46

Okay, so it's a great question. Let's definitely start there. So hyperlocal is basically if you boil this all the way down, anybody in our fields can be talking about mortgage tips or real estate 101, right? Anything that could be done in any market, someone from in Phoenix, in Cleveland, California, you name it, wherever anybody is, that is not, that's the opposite, right? That is like shouting from the rooftops, something that anybody could put out there. So hyperlocal is gonna boil it way down to either all the way down to like your zip code. Personally, I would say, you know, let's start with just like Kansas City Metro specific. Yeah, and you just boil it down to pockets of that where you're talking about development idea, different development ideas. Like a great one right now is what's going on with Royal, the new Royal Stadium, right? Everybody should be out talking about that. I don't see a lot of it, but I all of the stuff that's out there talking about your opinion of what that's gonna do to the property values around that and the parking issues, and everybody has an opinion about it, right? Those videos are getting tons of views because it's so hyper local, very specific to that. Nobody in Cleveland's talking about what our baseball stadium is gonna do. I don't care, right? And other development ideas, what certain coffee shops that that you love and why, like those are that very hyper local, very specific to your area is what most people should be talking about, but they're not. Does that make sense?

Lacey 2:59

Yeah, so it's basically noise.

SPEAKER_01 3:01

All the stuff that's not, yeah. And there's look, there's a place for it. I'm not saying like don't do real estate 101, don't do lending one-on-one, don't give credit tips. Like that stuff is needed. It's just it is noise in that market. Like you're gonna be competing with a lot of other people. Like anybody in the world can do that video just as well as you, right? What they can't do is talk about you what's going on in your backyard.

Lacey 3:21

That's good. Yep.

SPEAKER_01 3:22

Right? So it's think of it as maybe like your neighbor. Everybody's got like an somebody they know that always knows what's going on.

Lacey 3:29

Nosy neighbor.

SPEAKER_01 3:30

Not just nosy because that's like a negative. I would say like the neighbor that you're like, man, they are they can always know. Yeah, that they're connected, they always know the newest hip spot to go. They always know what development's coming before you've even heard about it. You're like, what how do you know this stuff, right? That could be you. If we just build a system for it and then we talk about it, and if you can become that for people, they're always gonna think of you as the expert in your specific area. And if you just happen to also be selling homes or giving loans in that area and you're the person that everybody thinks of, that's who you want to be.

Lacey 3:59

Then yeah, it's you, right? Yeah.

SPEAKER_01 4:00

Today we're gonna talk about the system that I actually built to do this, and it's not something built it with AI. I do need to throw that disclaimer out there. So I used Claude AI for this before your like eyes glaze over and you're like, I don't want to hear about AI. I'd say just give me a second, okay? Because this was really simple. I'm not an AI expert. I built this out within like 30 minutes. And I think anybody else now can take what I've put together and plug it in and use it within, you know, two, three minutes, realistically. So, can I show it to you?

Lacey 4:27

Yeah, let's do it.

SPEAKER_01 4:28

Let's do that.

The Real Problem Is Systems

Lacey 4:28

I think I think I would much rather be able to see it and walk through it because I think it's that that's the most impactful way to do this.

SPEAKER_01 4:34

And before I even show it to you, let me say this. I am not somebody who figured this out a couple years ago and have been doing hyperlocal content ever since. Okay. I've been wanting to do hyper-local content for over a year and have just never really gotten any rhythm doing it. I'll do one random video and then three months goes by and I'll do another one. And I remember it was two, three weeks ago. I was sitting at my desk. I had time blocked out to do it, like an hour that I had on my calendar that was very specific that I was going to film a hyperlocal video and really get going with this thing. And I was the exact squirrel-brain person that we talked about earlier, right? Minutes and minutes and minutes, 30 minutes goes by, 40 minutes goes by, and I'm still searching for the right story that I want to talk about. And then if I found a story, I was thinking about what direction I would want to go with the story. Do I want to do a green screen behind me? Like I just completely squirrel brained out, and next thing I know, 55 minutes has gone by. Yeah, I've got five more minutes, and I ended up uh before I had to move on to something else. So I just ended up filming a stupid credit tip video that anybody else could have filmed because I needed to do something.

Lacey 5:35

Yep.

SPEAKER_01 5:35

And like it was a complete failure.

Lacey 5:37

And you can do that quick and you just got it done.

SPEAKER_01 5:39

Right.

Lacey 5:39

Yep.

SPEAKER_01 5:40

I could talk about that with my eyes closed, but so could every other loan officer.

Lacey 5:43

So we're gonna go back to it's a system problem.

Demo Of The Inspire Create Workflow

SPEAKER_01 5:45

It was it that's what I figured out is a system problem, and so that is why I built what I built, and and I think it's just gonna it would be super helpful for people out there that are struggling with that same thing. So here's a system that you can use. Okay, we're gonna go into Claude, and so what I do now is so there, so you don't have to worry about the actual inspiration. It's just gonna be a tab in this tool that I built. You have two tabs, right? You have inspire and you have create. That's all you have to worry about. You've got your time picked out, you sit down, you click inspire, right? Okay, and it's just going to say like five different topics that maybe not like overall topics that I've pre-selected that you can choose from. Okay. So I'm gonna open it up here. So they are market insights, community gems, development and growth, like new projects, infrastructure, home values.

Lacey 6:30

Hold on. Did you have to create those five?

SPEAKER_01 6:32

Uh, I did. So you can you can pick you can put in something different than these. So I did like, hey, give me five different options. If you want it to not even be that, if you just want it to be all about new developments, you can make it very narrow, you know, if you want to. I've given myself five different overall topics that I can choose from, but only five. So there are restraints or constraints on it, right? So market insights, community gems, development and growth, lifestyle and schools, real people stories. I just have to choose one of those. Okay. So I'm just gonna choose development and growth. And when I choose that, it's gonna go out immediately. It's gonna start searching the internet for the most recent stories that are all about Kansas City recent development and how they and you know what they're gonna do for the surrounding communities, essentially.

Lacey 7:13

Wait, so it's doing it right now. It's going out and finding the news that's going on right now.

SPEAKER_01 7:17

It's already it's already come back. It says live search in progress. Here are six real sourced current Casey area development stories. Chad can we run with right now, fresh as of this week. So one here, the first headline, we'll just end up choosing that. But Overland Park just admitted they only built one affordable home in five years. That's a pretty interesting story, right? Yeah. So all you have to do is click on that, and when you click on it, as soon as you click on it, it's going to say, okay, here's the story. Do you want to do this? And now we're to create. So we're done with inspiration, right? We've already been inspired. We've picked our post. Now all you have to do is click create post. And I've got it set up so it can do a little bit different caption for Instagram, TikTok, Facebook, or LinkedIn. Okay. Let's just simplify this and say everything's gonna just be all platforms. It's gonna create the story. So Instagram generate content. So as soon as I click that, all I've done is clicked two buttons so far, right? Are you with me?

Lacey 8:04

I am, but I'm just blown away here.

SPEAKER_01 8:06

So now it's generating the post. The research is rich and current. Here's what the algorithm data tells us, and then it's going to actually spit out what we should be doing. A 2021 housing study said Overland Park needed to build around 4,500 more homes, valued at roughly 321,000 or less. Since then, just one home has been built in the city at that price point. I mean, this is a really great story that somebody should be talking about. Yep. I've never heard anybody talk about this story, right? What it's going to do is build out the entire script for your video.

Lacey 8:33

So it's generating the posts and everything.

SPEAKER_01 8:35

It's generated the posts, it's generated your script for the video. It's giving you filming tips like where you where you should film it, what should be the backdrop. A lot of these could be really green screen videos. You know what I mean when I say that? Like you don't have to go anywhere. You'd be sitting at your desk and you could have this story actually up, like the headline up behind you, like pointing at it, like nobody's talking about this. Let's talk about it. And then you have your actual commentary on it, what yet has generated. Obviously, you can tweak it if you have a different opinion or whatever. And then it's gonna actually write the caption for you. So copy and paste caption.

Lacey 9:03

This is just so mind-blowing. We gotta pause for a second. Like, I hope everybody's hearing all the things that we spend time on or we get squirreled on. All the little details. All the roadblocks.

SPEAKER_01 9:14

These are all the roadblocks I've taken out, right? Because I've known, like, if I have to then come up with hashtags, I'm probably gonna freak out and I'm gonna end up not doing it, right? So if I have to come up with the caption, I'm gonna obsess over that as well. So I've fine-tuned this, so it's thinking as a social media expert better than I would, anyways. Yep.

Lacey 9:30

Writing the caption, way better, putting in the hashtags.

SPEAKER_01 9:33

Yeah, you don't, yeah, and then and then it has a filming tip at the end. Film this standing outside, a neighborhood street, a quiet cul-de-sac, anywhere that looks like Overland Park, visual context of a real Casey suburb, like yada yada yada. I mean, it goes on and on, but you don't have to think. You really don't, other than your opinion. I mean, interject your opinion in that over what you actually think about that, like your thoughts would definitely be helpful here, so it's not super robotic.

Lacey 9:56

Well, I'm I'm just meaning you don't have to think through all of those details, right? Right.

SPEAKER_01 10:00

So details have been taken out.

Lacey 10:02

Yeah, you don't have to think through all of that. It's done, dun, dun, dun, done. I have an opinion on that. Like I'm my mind is blown. They've only built one affordable house, like in Overland Park.

SPEAKER_01 10:11

Well, you keep talking about we have an inventory problem.

Lacey 10:13

Yeah, right.

SPEAKER_01 10:13

Like Well, the inventory problem always starts with first-time home buyers. If they can't buy, then the peop people can't move up.

Lacey 10:18

Right. So it grid locks everything.

SPEAKER_01 10:20

Right. And so we could talk a whole episode about that problem, right?

Better Prompts Using Voice Mode

Lacey 10:23

Exactly, but it laid it all out. Now we can give our, you know, now you can think and use your opinion and all of that kind of stuff. But all of that noise, all of that, the hardness of doing all of that up front is the barrier. It's why nobody does it.

SPEAKER_01 10:38

Right. And I think this is what what I really wanted to get across with this episode is that a lot of people are scared by AI. People are just using it to rewrite their emails or make me sound better, whatever. And I don't think enough people are building systems and processes with it. And I think that's what is so good at it. Right.

Lacey 10:52

I think you pause it just for a second, because this is a thing, something I've learned years and years ago. If I'm doing something on a daily basis more than once, or even daily, right? Like there needs to be a process for it. So if you find yourself texting like the same because you have a lot of clients that text you, hey, can I see this house? If you respond with something very similar, like turn that into a process. Same with email, same with everything. So this is just at a whole nother level, but you have removed the time so that now we have no barrier of entry. Like you can do this, it's creating it all for you. You gotta read it, you gotta come up with what do you want to talk about, you know, doing it. But other than that, it's figured out all the details. A hundred percent.

SPEAKER_01 11:32

No and I'll be honest, I had no idea that Claude could do this.

Lacey 11:36

Yeah, I didn't know that either.

SPEAKER_01 11:37

When I prompted it to do it, I did not know it was gonna be this amazing. Quite frankly, like I didn't know it would build an actual, like almost like an app, essentially, right? Is what you saw there. Like I just thought it would put it in the chat and I would have to go in and redo it every time I wanted to do a new video that I would at least have to copy and paste that prompt. No, it built this basically app. You've saved that all I have to do is go in, click inspire, click create, pick the story, click create.

Lacey 12:00

I know it two buttons.

SPEAKER_01 12:02

Yeah, I guess three because I have to pick the story, right? So, but first to get started, yes, I'm just clicking get inspired, figure out which of those six stories I want to go with, then click create, and all the rest is done. Now the next click you have to do is hit the the record button on your phone and start going.

Lacey 12:16

So basically, there's no more excuses.

SPEAKER_01 12:18

There really isn't. So I think that the the one excuse that I do think people will come up with that are listening to this is just human nature, is I wouldn't even know where to start to build that app in Claude. I build it in Cloud, right? So I didn't either. And I understand what you're saying, but the difference is I asked Claude, could you do this? Right? Like, here's what I'm looking to do. And I think this is a very important piece of this episode that I want people to understand is if you're not sure if AI can do that thing, chances are it definitely can do it. And you just have to say, here's what I want, here's what I'm thinking about, here's the problem I'm experiencing. Can you help me build a tool that will take out the blank page piece of this? Like the phenomenon of the blank page or writer's block, right? Help me overcome that. And I want to talk about hyperlocal content.

Lacey 12:58

So pause there really fast because that's a that's a tactic, and then we gotta we gotta make sure they walk away with this guy. When you're using chat, claude, whatever it is, probably the best function you can do is the voice where you're actually speaking, especially in a moment like this. So what Chad said, you know, put it on where you're talking to it. I always say, Don't interrupt me. And I'm gonna kind of ramble and I'm probably gonna be all over the place a little bit. And I just tell it that because I don't know, it makes me feel better. And then I just start explaining all of that. So everything Chad said was, hey, this is what I'm thinking, this is what my ideas are. Is this something you can even do? Is this something that you can help me build? And then boom, what'd it say?

SPEAKER_01 13:33

Exactly. And it will walk you through it. And so it's like again, I didn't know it would build something like that.

Lacey 13:37

Yeah, I didn't either.

SPEAKER_01 13:38

And it basically said, Oh, I here's what I'm thinking. Like I could put this and make it into a dot JSX file, which I didn't I still don't know what that is, but it's basically that app, right?

Lacey 13:46

But sure, yes. I love when it asks questions. Would you like me to do this for you? Yes, yes, I would.

SPEAKER_01 13:51

Exactly. Yeah, so play around with it like that. Go in, don't get overwhelmed by the fact that it's AI that you have to build this app or you have to create something that that's gonna create the process. Tell it what you want it to do is act as a process expert, you know, and help you create a system or a process that will do this exact thing, right? Tell them all those things that that are roadblocks that could go wrong and let it start building it out.

Lacey 14:13

And would you tell it to ask you questions? I've been told that that's always good. So you've taught us that a lot. Like, and ask me any questions that you have that I might not have been clear on or that I have not explained in this description, one by one. Yeah, I have to say one by one. Because I get confused. So if you have any questions while you're before you do this, ask me them one by one so we can build this.

SPEAKER_01 14:34

To help get the most optimal output, I want you to ask me any questions you need one at a time in order so that you can ensure that you give me the very best output. And then it's like, okay, I've got three defining or three clarifying questions before we start, is what it kind of always starts with. And and I'm like, cool, go ahead, one at a time. And it'll ask me those questions. And I'm not saying there's not gonna take some fine tuning, it'll take some fine tuning, but more like you said, you spent 30 minutes. Yeah, put 30 minutes on your calendar to do stuff like this, yes, and you'll be amazed at what it can do. I think I'm just scratching the surface, honestly, with this. But this is like I will use this every day. I think I could sell this, but I didn't build it really, right? Clock. You did it in 30 minutes. True. So don't worry about that. Just get into it, play around with it. I will send you the prompts for this.

Lacey 15:16

You're gonna share this.

Brand Voice DNA And Final Challenge

SPEAKER_01 15:17

I'll share it for sure. I don't think it's something that I need to sell. Like, I want to share it with people. So and the other one last thing I'll say before we close the thing out is what will really be helpful. So it can sound most like you when it's writing the copy for what you should say in your script. We've done an episode on it before, right? How to create your brand voice.

Lacey 15:34

It needs to know you.

SPEAKER_01 15:35

Save your brand voice DNA. So if you haven't watched that episode, I highly recommend go back and watch this whole episode just like this about how to use AI to build out your brand DNA. Then you have that. You'll load it in to this and say, use my brand DNA when you're outputting, you know, the story ideas or or the way that you that I will sound on camera. Make sure that you use my brand DNA that we've already created.

Lacey 15:56

And you don't have to redo any of that.

SPEAKER_01 15:58

You don't have to redo any of that again as well.

Lacey 15:59

It all stays consistent.

SPEAKER_01 16:00

So so yeah, I think I don't know where should we leave this thing? I mean, we've been through it, we've demoed it.

Lacey 16:05

There's I think there's no excuse anymore. I mean, I you like you said, you the market is huge, knowing your market, knowing your clients, you I mean, you've got it, you've given us the system. You've laid it all out for us. And it makes sense, right? Like, I think, you know, the biggest first initial is scared to use it, scared to try it. But knowing like you were able to do that so fast, and now, like for me, I can see I'm already thinking about a few different processes that, and I'm glad that you shared about Claude too, because that's another thing that everyone's like, I don't know which one. You know, I'm using, I use Chat GPT. Okay, that's cool, but Claude's better for this, you know. I'll go play in Claude now and I'll play around with it. Um, because I do have some things built in chat, but I have to go back to it every time and remind it to do what I was having it do. So the fact that it built the app, like you said, I have a couple things that I do consistently on, like I'm gonna go back and play with it in there. So I I found this very, very, very helpful, chat.

SPEAKER_01 16:55

Well, there it is. All right, you got no excuses anymore. You have the system, there's only one question left. Will you use it?

Lacey 17:00

I'm gonna use it today.

SPEAKER_01 17:01

Audience, hopefully you'll use it. Thanks for listening. We'll see you next time.

Lacey 17:04

Thanks, guys.