Mortgage Broker Broadcast
Developing your knowledge to help you build a successful Mortgage Broker business. Craig Skelton shares his thoughts and experiences on all aspects of mortgage advice covering everything from operating in the banking world, estate agency based advisers all the way up to working as a self employed broker. He will be joined by experts from within the industry and other business sectors which all play a key part in becoming a successful mortgage broker in the modern world.
Mortgage Broker Broadcast
Revolutionising Digital Marketing for Mortgage Brokers: Insights from Robert Rusu of MySocialGoals
Curious how to revolutionize your digital marketing strategies in the mortgage broking industry? Join us as Robert Rusu, founder of MySocialGoals, takes us through his captivating journey from British Transport Police officer to a digital marketing expert dedicated to helping mortgage brokers excel. Robert shares his early passion for website development and how it evolved into a mission to streamline workflows and ease client acquisition stress for mortgage professionals.
Discover the intricacies of creating effective websites tailored for mortgage brokers, as Robert sheds light on the unique challenges faced in regulated industries. Learn from his firsthand experiences, like how working with his first client, Chris, underscored the importance of tailored digital solutions. Robert explains the critical components of a successful online presence, emphasizing how even a single, well-designed landing page can significantly boost credibility and client acquisition.
Robert also unveils innovative strategies for streamlining broker processes and reducing costs, such as integrating mortgage fact-find forms directly onto websites and leveraging Google reviews for business growth. He emphasizes the importance of trust and transparency in digital marketing, sharing his philosophy of under-promising and over-delivering to build lasting relationships. Packed with actionable insights, this episode is essential listening for anyone aiming to enhance their digital marketing efforts in the mortgage broking sector.
The Mortgage Broker Broadcast on
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Hi and welcome to this month's Mortgage Broker Broadcast. My guest this month is Robert Rusu from my Social Goals, and I wanted to get Rob onto the podcast because he's doing a lot in terms of the digital marketing space and he's niching in the world of mortgage broking. So I wanted to get Rob onto the podcast just so he can explain a bit more about him, his business, his background, what he's doing within the industry and why he sort of decided to specialize in mortgage brokering and what sort of foundations he's building his business on and really what is important to him and why he's doing it. And I think the best way to do that is to get Rob onto the podcast so he can explain more. So, yeah, let's just get Rob onto the podcast. So welcome onto the podcast, rob. How are you.
Speaker 2:Thanks for having me here, Craig. I'm very well. What about you?
Speaker 1:Good, yeah, very good. Thank you Very good. Excited to have a chat with you and talk a bit about you and your journey and your business and what you do, which we'll get into a lot of detail about, and, yeah, I'm looking forward to that. But, yeah, I'm very good and, no, I appreciate you coming on to the podcast and, yeah, it's going to be an interesting episode to record and, because I know you sort of, I'm going to do the introduction, but the thing is there's no agenda, so I'm going to literally go off on a tangent straight away, because you are working with a few people that I work with as well in terms of their digital presence, shall we say, and their content. So I've seen firsthand what you've done, what you do, and it's been impressive so far in terms of that. So I appreciate you coming to the podcast to talk a bit more. Is this your first podcast you've been on or are you a season pro?
Speaker 2:Yeah, actually it's my first ever podcast, so I'm pretty excited to to see what it's about okay, good, so I'm sorry for so.
Speaker 1:Yeah, um, this is your first experience of podcasts. That could be a good thing, it could be a bad thing, but we'll sort of see. So do you want to just give a before we get into a lot more detail about what you do? Do you want to just give a before we get into a lot more detail about what you do? Do you want to just give a brief introduction?
Speaker 2:about yourself. Yes, so my name is Robert Rusu. I founded MySocialGoals in July 2023. I've got four years of experience in digital marketing and website development. Website development and pretty much my journey way over here was to try and make business owners have a more productive workflow and also take the stress away from client acquisition.
Speaker 1:Okay, well, I'm sure we're going to delve into that and talk a lot more about in terms of so you are, like, say, the business owner of my social goals. What, how did you get into, sort of like, the whole digital marketing world? How, what, what, how do you get into it and why? What is it? Why is that that something interests you?
Speaker 2:um, so the journey starts. Uh, since I was in school in year nine, uh, I've done my first ever website. Um, and the the thing like having my work displayed all over the internet was something amazing for me and it actually stuck with me for a pretty long time. Um so, uh, trying to to do something for myself and work for myself, I started the agency last year. I wasn't doing websites, I was doing social media marketing for home improvement companies, such as Facebook ads and other ads on social media. However, throughout the journey, I noticed that it's something missing and I kind of reconnected with my old self. So I introduced website development and since January, it's been working pretty well and the things that I planned for myself are starting to come true.
Speaker 1:Wow, that's slightly different from your initial police. Initial police was that in the police that. Were you trying to be a police officer first of all. Is that sort of how you were what you're doing before you started this?
Speaker 2:um, yes, I was uh trying to do a high a side hustle while I was working with the, with the police.
Speaker 2:I've been in british transport police, cadets right I don't know if, uh, there's any cadets branches or from british transport police around you, but, um, it was a bit more for experience and also because I also had I always had a dream of becoming a police officer since I was five, so I I tried to pursue this journey. However, uh, things weren't going as planned, um, and I noticed so many downsides, uh, compared to the positives ones, so I just thought I'm gonna do something for myself and try and scale it up, excellent, so that's when my social goals sort of started.
Speaker 1:Is that? Um, was that always sort of I'm guessing? It wasn't always part of the plan in terms of doing that, because obviously you, from five, five years old, you said that's when you sort of thought that you thought you wouldn't be a police officer and then, um, yeah, so I'm guessing. So that was a the the initial plan in terms of what you're going to do with your career, slightly different in terms of digital marketing. So your inspiration was around you, seeing your work. You're seeing your websites out there in there on the internet and seeing what you created.
Speaker 2:Really, yeah, yeah. I was proud of my work and I was proud to to to get it out there and that's what you should be proud of, what you've achieved.
Speaker 1:So your work is really really good and that's why I wanted to get on the podcast. People make you are aware about what you are, what you're doing, and so, when you look at, you started out with sort of facebook ads and doing that kind of thing. You've sort of progressed from there. So what is it that you are offering now, rather than just you're still doing facebook ads, are you doing different things? What's what's my social goals? What sort of what's the offering that you you've got?
Speaker 2:um, right now, um, we, we're just starting to to get on track with everything. Um, we've changed niches recently to the mortgage broker industry and, uh, at the moment we're we're creating websites and offering a complete marketing blueprint, which is going to include google ads and social media ads for mortgage brokers. But that's only when we know that we we've got everything handled and we know we can get results okay.
Speaker 1:So you're growing everything very grounded on solid foundations, which is the important thing, definitely, definitely so in terms of what you're when you look at. So at the moment, it's very much around, centered around, website Are you looking at? Is it total new creation for brokers, or are you brokers that have got existing websites and you're looking to enhance those even more? Or a mixture of both, or what's your sort of? What kind of clients are you working with?
Speaker 2:From my actual experience I've been redesigning websites. I never offered a website to someone who didn't have any websites. I can say that I'm pretty well at critiquing websites to see what I can improve on them, and that's what I'm doing at the moment. I'm doing audits on websites and offering them a better solution to not waste money on ads on low converting websites so they can have everything settled for them to grow online.
Speaker 1:Okay and I think they say I've seen your work so far in terms of what you've done with existing websites and enhancing them, so that that must be a good feedback for you and sort of pleasing in terms of your from what you're sort of saying from a creative mindset point of view, if you're feeling good in terms of what you've achieved so far yeah, uh, yeah, I think yes, uh, because I, to be honest, I don't really see many people my age uh, doing and achieving this sort of stuff.
Speaker 2:I'm, um, actually turning 18 in a couple of months, so wow, wow I didn't realise that Wow. I know I started younger than usual.
Speaker 1:Wow, that's a bit of a shock for me. I didn't realise how old you are. I didn't realise that you turned that. Now I'm thinking you're definitely the youngest guest that I've ever had on the podcast. So you've done that. Definitely, rob, definitely, and you're actually, um, when did you turn 18? Uh, in october okay.
Speaker 1:So you're actually a year younger than my son as well, which makes me feel even worse. You probably I've done a bit of work with um, like in high, with high school students and things like that, about preparing for interviews and things like that. So I've never got quite a bit of work from that point of view. I've never done. I've never interviewed somebody on the podcast before so well. So what you've achieved so far, that's like amazing, like it is such a good thing that you've sort of done and you're quite. You're level-headed and grounded in terms of what you're trying to achieve and I want to come on to Nishan and Morgzbrok in a second. But you say you're quite. Would you say you're quite a structured, level headed individual and sort of grounded in that kind of way?
Speaker 2:um, I noticed this about myself that I've always had a more mature mindset than other people around me. Um, that's why I didn't really get along with everyone my age and I was trying to um to have conversation with older people. For example, at school, I was always talking with the teachers instead of other students and I've always been a bit different, like Before my social goals. I started edge developing. It wasn't a registered company, it was still with websites. I was trying to create websites for people, but obviously, when you're younger and you don't know many things about business, you're going to fail.
Speaker 1:But it was a learning curve for me from there I'm guessing it will be given what you've sort of, what you've gone through. So what, when you look at so obviously in your head from five years old, I'm gonna be in the police force in some sort of guys to then try finding digital marketing and then thinking, actually this is what I was sort of I want to do and this motivates me sort of far more. Then quickly moved into the nation with mortgage brokers. So how did that come about?
Speaker 2:um, it's a bit weird, but what I know is that I got my clients my first client in the mortgage broker industry, which was Chris, in January, and I just enjoyed trying, because the business is highly regulated and there are many turnarounds how to market yourself and things like that and I thought that I'm going to develop a solution for them and not let them waste any money or have any complications with any regulations on certain social media channels, for example, and even improving mortgage brokers' workflow, for example, digital forms for mortgage fact-finding form.
Speaker 2:I integrated one for Chris and he said that it saves a lot of time and it's been a great implementation on his website and all these things that I accomplished working with Chris made me think about actually niching down, because I was going dynamic. I was trying to work with whoever was coming to me. Right now, for example, I still have a law firm and a business coach that I'm working with Right example, I still have a law firm and a business coach that I'm working with right. So, yeah, this is how how I changed niches.
Speaker 1:I I try to develop a solution to client acquisition and a stressless workflow and I think it is you're absolutely right with from a from mortgage broker point of view. It is a highly regulated environment and sort of industry that we're in and I think when you look at that, that's sort of stressful enough in terms of from mortgage brokers just dealing with their clients day to day, dealing what, what the, the lenders and the providers day to day and the challenges that face. So when so you and we're trying to take the stress out as brokers, we try and take stress out of from a client's point of view, of the house buying process, the home buying process or remortgaging or whatever part of it. So what you're sort of saying in terms of the tech and taking the stress out from a from the digital market point of view and from the website point of view, is that is sort of a lot of that. The words and what you're sort of saying will sort of resonate with the brokers because they'll understand that they need somebody to.
Speaker 1:I've always sort of said that you need we're talking about websites initially, like right, this second but so I've always said you need a website. Whether you well, it doesn't matter what, what you're doing you always need that website, which is what is your shop front to the world, whether you've got a high street location or whether you're just online. Because the first thing that you will do, whether and this is just my you are obviously the expert, this is just my take on it if you are approaching estate agents or you're on Facebook or you're on, you're trying to promote yourself and promote your content, one of the first things that clients will do is just google. Your potential clients will do is just google you. They will google about who you are. And if you've got no presence or your presence I've seen a lot of mortgage brokers websites when you're thinking, wow, you're only gonna see like you are smiling now because you're so are you thinking so? First of all, the opportunity for you is huge, which is just a side thing, yeah. Second, but I see some of the brokers. I'm thinking why, like, why would you actually think that that's okay to put? That's your advert. That's what goes out on google. That's that's okay to put. That's your advert. That's what goes out on Google. That's what's going to come up when somebody sees you.
Speaker 1:If you're approaching a state agent to work with them as an introducer and you're connected with them on social media, you're liking the posts, you're in line with what their values are and then your website looks good and you've got a good account of yourself. They're more likely to work with you. When they do google you, they can't find your website or they get their. So the 404 like this is the 404 message or like it's sort of like. Always they say maintenance or being being updated or whatever. It just doesn't look good.
Speaker 1:So, yeah, and brokers don't, because they focus on clients and yeah, they may have got the things like with as well with brokers, that they will have. They've got existing clients, they've got an existing client bank and think it's okay, I'm all right doing what I'm doing, I've got existing clients, I'm okay treading along in water and things like that. But having that website that, even if it's just I'll ask you this question in a second actually yeah, is it is. Is it important as a broker to have one page, just making sure you've got a landing page that's decent, or or do you think you need to have two pages, five pages, ten pages? What sort of? What's your take on that?
Speaker 2:so um. First of all, I like to think of a website as your 24 7 salesman that's working and it's up there all day and every day, um. But initially, especially when you're starting off, I think a landing page is the minimum requirement so at least someone, a visitor, can see who you are, what you do and how you can help them and also try and push on their pain points to um to see if you can like, if it's the right broker to work with um. However, if you are looking to scale, I suggest a multiple pages website, um. For example, having different landing pages for different services that you provide, starting from remortgage or first-time buyers, et cetera.
Speaker 1:So I think, like you say, I agree with you. I think it is a 24-7,. Like you say, it is there constantly, constantly, whether that's you just can't make sure that that's looking right and portraying the right image for for you and your business. So, just so with with regards to other things, like we've you're doing websites, we're enhancing mortgage brokers websites and making them look a little bit more inviting, shall we say, and consumer friendly. So you talked a little bit there about helping with process as well. So I'll come back to I look at your website and thought from a business point of view, thinking I want to know a bit about the google review review app that we'll come on to in a second, but first of all just wanted to to look at with regards to the process aspect of it. You say you're helping brokers with back find. Is that what? Something like an online fact find, or is that something you're looking to do or you've done already?
Speaker 2:um, yeah, I've done it for chris. It's a mortgage fact point form directly onto his website so him and his clients can access it via a password and they can input their details straight away without having to spend time with fillable PDFs or even doing anything by hand. So it also comes on your website and you can just copy and paste it. So your crm that you're using as a broker right.
Speaker 1:Okay, and I think that I said that's a massive benefit from a broker's point of view to streamline process and making sure that things are. Yeah, but I know brokers that do use online fight finds or use something similar. When they do like they'll use bookings or calendar lay and they'll do some automation with regards to sending out. If you've got something, so it sits on the website, it's literally on the website and the client can complete it and then, yeah, this has got a lot more details when he's first reaching out to the clients.
Speaker 2:Yeah, and another positive to it is Chris was. For example, he was trying to have a mortgage fact-finding form with a company called JotForms. They provide online forms securely. However, the subscription was quite expensive, starting from £40 per month plus, I think, and having that form directly onto your website and you only pay the hosting for your website, nothing else. I think it's another positive that you're not spending on unnecessary things no, definitely, definitely.
Speaker 1:And that, and especially when you first starting out as a mortgage broker, if you are setting up your own business and your own firm and your own brand, cash flow is king. So anything that little things that spend that monthly subscriptions I know brokers that will set out and go, yeah, I'm paying that per month, I'm paying that, I'm paying that when, actually, when you break things down, you said, well, do I need, really need that? And it's not until a few months in that you're thinking, actually, do I need that now, do I need, that, need that? And it's not until a few months in that you're thinking, actually, do I need that now, do I need that? And? And so, yeah, cash is sort of very important when you're first sort of starting out. So if you can improve and help with that, then absolutely so, all positive so far, rob.
Speaker 1:So talk to you about this and one of the things we'll talk I want to talk about um, google reviews and how you're helping brokers get reviews, because the thing is, as I've always said, reviews are key from a business point of view. Feedback from the client, first of all, is vital. Then also as well, having that obviously, google reviews will help with your overall exposure from your business and leads and everything like that. So reviews are massive, so how are you helping brokers streamline their process with regards to reviews?
Speaker 2:So at the moment, we've developed a free app. It makes it easy to send a pre-written text with a custom link or, if you're in person, you can show a QR code with your logo on for your clients to scan, and it takes them directly onto your favorite review platform it can be Trustpilot or Google, and they can leave reviews.
Speaker 2:We are currently trying to work out some autom automations so you don't have to send the sms or email manually and you can schedule or even upload a list of your customers so you can send out each one by one okay, well, so in terms of, it doesn't really matter what platform you're using.
Speaker 1:You can use this app for Trustpilot, google. It doesn't really matter.
Speaker 2:Yeah, it doesn't matter, it's for mobile phones. It works with Android and iOS, so I can show you right here. I've got it on my home screen, so this is the app, hopefully so if you want to send a text, you press on SMS, you're going to put the phone number in and here it's a. It's a pre-written text with a custom uh, a shorter link. Uh.
Speaker 1:That takes them to your reviews platform okay, wow, so I'm so blown away for so far with in terms of what you've sort of doing, but I don't think that I've just got a feeling that because you are so grounded, rob, in terms of what you're doing, so you you obviously know what you're good at and you're not trying to, you're just trying to build on what you already do. So websites is the the starting point with this, and I know you're looking at fact finding, looking at apps, looking at various things. So I can sort of see that the future is there's gonna be lots of different things, but you're building it on solid foundations. Is that right? That's clear for me, yeah yeah, I'm, I'm uh.
Speaker 2:the thing is I'm not trying to to make some little bit of money on the side. I'm trying to build something that will last while helping others. That's pretty much my life motto. I like helping people. So, yeah, I'm looking at things that I already know and then, if I think I know everything, which I've clearly done I'm trying to look what I can improve on the things I already have, or things that I can introduce.
Speaker 1:Okay, so have you got any sort of without going into too much detail, so you can help brokers with the website, starting there and then looking at other things In terms of future for you and your business, without giving too much away, like, is there sort of things that you've got going on or what does the future look like for you and your business, without giving too much away like, is there sort of things that you've got going on or what does? What does the future look like for you and my social goals?
Speaker 2:um, it's um, I, I, I kept thinking about this, uh, but nothing is really sorted at the moment because I'm still basically a startup. However, we are currently in our list of services. We're trying to improve online visibility, reputation, social media management and also Google my Business profile management. So what we're trying to aim for is to take care of everything that comes into digital marketing, like your social media presence and other online platforms that you're using, so you can have the time to close more deals and also deliver your actual service, because those are things that are already stressful enough. Why would you have to worry about online presence as well if you can do something about it?
Speaker 1:I think that's the thing is like is with brokers, it's always something that gets put off because we get I, as a bit as a financial services business owner, you get upteen emails, upteen approaches every single day. We can do this, we can do that, we can do the other, and we guarantee this and we guarantee that. And I think, and they just go straight into my spam, junk like bin, like they just go literally because you just Spam, jump my bin, like they just go literally because you just get inundated with it day in, day out. But what I like about what you're saying and why I wanted to get you on the podcast and to get a little bit to know you, a little bit more, because I think, because you are right, like from a broker's point of view, they will just put their. They either do it or they don't do it, and they might not be sure that they're doing everything. So they might be really good on social media, but then not good on website or Google my Business. That's sort of something that I thought about when you were saying it. So they might be good at one thing, but they've got enough time worrying about the business, worrying about converting the clients, worrying about providing the service, worrying about what lenders are doing and all the rest.
Speaker 1:There's a lot of things going on in a broker as well. So if they can put their trust in you in terms of looking after everything with it and rather than having right, I deal with somebody that they deal with on social media, they deal with my website. I do this myself. It's that one-stop kind of place where do you know what you've got that relationship and trust is massive. So if you've got that one person that you know that you can, you've got that relationship with you, know and trust what they're doing and they've got your best interests at heart. Like it is about, you're not looking to like. I've seen it with like one of the things I always talk about is like over promising and under delivering. I've seen it upteen times with web developers and things like that, where I sort of like there's somebody that I coach who's had like a massive issue with a web developer and it's just taken so long to get it looking like they wanted to look and it's just.
Speaker 1:But it's always been jargon. It's always been blinding the, the broker, the business owner with loads of jargon and like sadly, yeah, blinded by science or whatever you want to, however you want to look at it, whereas brokers just want to. As a mortgage broker, you're giving your clients jargon-free advice. So we love jargon as brokers, but when we're with our clients, clients don't want to be not understanding what's going on. They want total clarity. And if they understand without all the jargon, and they've got clarity in terms of what you're doing as a mortgage broker to help them buy the house or move home or whatever it's, then that broker looks for replication of that.
Speaker 1:When they're looking for social media or their digital marketing as a whole, because you can battle them with science a whole, because you can. You can battle them with science and as human beings, we don't like to know. We don't like to be seen to be vulnerable. We don't like to be seen that we don't know things, and that's how we are as human beings. Yeah, so, but you've got that quite a good sort of outlook on that in terms of you don't want to be that person. You're very like. I'm getting that from you, rob. Is that fair to say?
Speaker 2:Yeah yeah, obviously, yeah, I personally you said about over promising and under delivering. Since I started my agency, I've, um, I've always looked on on youtube videos and one thing that um really stuck with me is to under promise and over deliver. So, uh, you can get that trust and, um, I, I'd rather uh, get a little money up front than having to rip that person off, so I know that I can help them on the journey.
Speaker 1:Okay, so, and that's a great way to build up that trust initially, because that's the way that, on a broker's point of view, that's what they want to hear. That it's a case of what we'll do. Obviously, we'll make sure we're tagging every single. We'll put in every profile they've got and things like that. We'll come on to that in a second, but it's just a good refreshing for somebody to have that kind of because it is your business, you are trying to grow this.
Speaker 1:You are trying to grow this for the long term. You are trying to build this. You are trying to grow this for the long term. You are trying to build this business up. But for you it's all about grounding, it's all about foundations and it's all because you are building this for long term and building trust with brokers, because we do need this within the industry in terms of because there's a lot of people that are not in the industry thinking, oh, I need to like working with brokers on their websites and they're like but don't get our world, don't get our regulation, don't get the challenges that we face day to day. But you clearly understand that and are helping and supporting brokers to bridge that gap. Really.
Speaker 2:Yeah, and one thing that I'm trying to do is, if I'm with a prospect or a client, I'm not trying to get too much into the technical stuff, but actually the outcomes that comes from the actual service, because, as you said, um we about blinding with science? Um, if, if you're going to sit there and talk about um, like the technical aspects of google Ads, for example, first of all, the client might not understand exactly what you're saying and he doesn't have that opportunity to grow because he doesn't clearly understand what he's going into. So, with me, it's all about making that process simpler and putting into human language, if you can call it that way, because obviously there are loads of different words in the digital marketing aspect. So, yeah, that's pretty much what I'm trying to do to offer a simpler way to grow without the technical stuff.
Speaker 1:Excellent, rob. I think that's a really good way to end the podcast. I think like sort of giving like, and I'm sort of started thinking I'm sure brokers are started thinking well, it's been a great interview and but in terms of working with you and looking at how you can help and support mortgage brokers, from everything that you've said, it's just a great attitude that you've got with regarding the, the industry, and really helping support brokers with regards to the digital marketing, so well, thank you so much for coming on to the podcast. Thank you so much for your time. Thank you for being very open, honest and giving a true, genuine account of yourself and uh, yeah, I'm looking forward to sort of seeing you grow and your business move forward and like so yeah, and sort of seeing where you can take my social goals and how you develop that and that, seeing you have a bit of a foothold in the in the industry. Shall we say so yeah, but, rob, thank you so much thank you for having me here, great thanks, rob.
Speaker 1:Thanks for being a guest on the podcast. Really good episode to record. I think it's great to hear, very refreshing to hear, from a digital marketing point of view, what you're doing, what you're trying to achieve your values and the foundations you're building business on. So really appreciate it. It was good to record the podcast. It's great to share the podcast to the mortgage broker world.
Speaker 1:So thank you to everyone who's listening, subscribing, leaving reviews about the podcast.
Speaker 1:So any thoughts, comments or guest suggestions then, as always, please leave them on the platforms you listen to the podcast or on YouTube if you watch it on there, as always, and please subscribe to this.
Speaker 1:As you know, I have now a daily podcast, so the mortgage broker broadcast is now a monthly podcast, continuing with my daily podcast, which is the morning mindset, been out now for for a little while, every single day. So please make sure that you subscribe to that and also liking and sharing and reviewing if the more mortgage brokers that can reach out to both with this podcast and that podcast as well, will just really help the industry. So thank you very much for that if you are considering becoming a self-employed mortgage broker or you're looking to start your own mortgage broker brand of business, or you're looking to accelerate your growth rate of your existing business, then please see my website. Craigskeltoncouk explains a little bit more of how I can help and support you to achieve your goals, what you're trying to do and your objectives, and helping to get there in a help and support environment. So, yeah, please check that out and, as always, don't forget to run your own race.