 Hey guys Justin Brock here and so excited that Cody asked me to be part of the 8% nation virtual conference With so many people out there watching and so many awesome speakers sharing this virtual stage I am humbled that you know, I'm I'm actually you know able to Speak at the same time to the same crowd. So I appreciate you guys listening to me I hope I can some provide some value. I plan on this being extremely contextual I'm talking about our Brock and mortar or brick-and-mortar play on insurance. We have a Pretty large book of Medicare business in the Northeast, Mississippi area and we run a Facebook group called Medicare gurus So that's kind of our claim to fame if you haven't heard of me Please look it up on YouTube and you'll see that we practice what we preach every day and that we're running a legitimate Agency so the information that we have to share should be practical and actually work because it's working for us in real time So what I'm going to get to is talking about reverse engineering the Brock and mortar And that's that Brock and mortar name came from a friend of ours Zach Munger He came into our office to tour it from the inside out About a year ago and when he did he said oh instead of a brick and mortar We're gonna call it Brock and mortar as a play on my name Justin Brock and so we've kind of ran with it So we're gonna reverse engineer the Brock and mortar slide All right, so to follow along if you're having trouble these slides will turn black here in a minute It'll definitely be easier to see for you for sure if you can't see them now But you can you can scan this QR code or head over to medicare.academy slash Brock and mortar And there'll be some visual references to what we're talking about here that should help you be able to see that So open that up in a new window pull it up on your phone somewhere You'll be able to see the slides that I'm going over as well as being able to see a little video from Inside our office in seed how the Brock and mortar vision works. So next slide Remember that as medicare.academy slash Brock and mortar. Yes. Dot Academy is a thing All right, so I'm going to go over these seven steps and if you're looking at that visual reference You should see a video of a lot of action in our office It's about a few hours worth of time lapse for people coming in and out in our busy season You get a lot of foot traffic and it's awesome And that's what I'm going to be trying to share with you how to replicate If you check out here, this is our our number one principle We're going to go over seven Principles to help you set up your Brock and mortar or have a brick and mortar office One is utilize national budgets to fuel your brand What I mean by that is By using these national budgets to fuel your brand I'm talking about the big spenders in the world like we can't all outspend the largest private equity backed Corporations or or publicly traded corporations Advertising budgets, but we can utilize what they do to drive awareness and we can kind of be that Warm, you know presence locally or you know in an area to to stand out in a crowd of maybe over produced Advertisements so always be branding is my little subcatch in here. So head over to the next slide there said So as these slides, I'm going to talk about Joe Nameth is not hurting you So Joe Nameth, you know anybody that's watching tv at all We'll see a Joe Nameth medicare commercial and anybody that's selling medicare Definitely Has has seen has heard their clients ask about the Joe Nameth commercial. What's Joe Nameth talking about blah blah blah And a lot of people get irritated with those advocates They irritated about the compliance side of them or you know having to compete with them But what I like to bring up is how many people who aren't your current customers Are hearing the Joe Nameth Commercial and they're also confused or or or they they are aware of it They're made hyper aware to plan availability or annoyance by that and I want you to know that you can capture That that product of that national marketing budget by being able to latch onto that problem and be that Voice of reason in a crowded field of over produced advertisements. Second thing I wrote is the e-healths of the world The big large publicly traded groups Are creating a vacuum in the market that can only be filled with house to house brokers or rock and mortars brick and mortar offices Somebody local to cut through the mud now Why I'm not saying that they're not doing a ton of business at all They're doing a ton of business But there's some people that are not going to call a national Marketing group like that and do business over the phone There's just some people that want especially in the medicare or senior market for a service like this Where they have to provide so much valuable information. There's a lot of people that are very very Turned off to that idea and so you have an opportunity to help those people in a different way Last thing I've written here is people print off content from my friends Nationally-branded websites and bring it to me to help them decide on a plan We have friends that have really large sites to get 200,000 medicare beneficiaries visiting monthly And we have people that locally here and all of the nation really is doing this They're they're printing off things that they've read online on these sites Bringing it to us locally bringing it to our rock and mortar or calling us and reading it locally because there's a little bit of Trust in us being local so you can still do business over the phone locally But the idea that you're over there and they could get you if they want to some people say I know where to find you if I have a problem in a kind of threatening way But this all all in good fun. It's a joke. But next slide So I'm going to go over practical steps. I'm going to kind of move over here just to break the monotony But practical step number one We're trying to do a practical step with each of these principles practical step is when you're recording content Creating graphics mailers Etc a make mention of some of these iconic commercials like the Joe Namath Danny Glover these different celebrities that are on these commercials make mention of them And to give your audience a clear indication that you're standing out in the crowd, right? That you are a local resource if they want to know about those plans But they're too afraid to call this 1-800 number. They can come to you Locally or call you locally and you're there. It's the rock and mortar concept next slide So practical step number two here is if you don't want to make mention of it Some people feel awkward about doing that and I understand that so just be educational and make your content down to earth local Not overproduced that local feel wins in a small to mid-sized market makes you feel like you're you know The mom and pop shop some people want that for sure. So next step So number two, you're not Gary Vaynerchuk. Now, this is not a dig at Gary Vaynerchuk, which you'll see in the next slide I'm not digging at him. I'm saying that you're not Gary Vaynerchuk So a lot of people that are watching these virtual conferences are very in love with the idea of digital marketing And so are we digital marketing is great, but the internet is great But it isn't all that exists in the world. It's not the only way to reach People it's not the only way so everybody. It's getting so into digital sometimes get away from some of the Down-to-earth, you know old-school ways that still work next step First of all your demographic demands a diverse array of advertising strategies So your your demographic is aging So some of them are 65 some are 75 some are 85 now I'm talking mostly to medicare or senior market final expense agents, but That demographic the older demographic is a very diverse group There are tons of them that are on google or on instagram. They're on facebook They're doing these things that are More, you know revolutionary But there's a ton that aren't and even some of the ones that are online Are responding to local advertising while being online like the people that are printing off the google Stuff that they find and bringing it to us So These are the different ways, you know, I'm just laying out here facebook google youtube tv radio newspaper direct mail billboards Wrapped rvs. I made mention of wrapped rvs. There's a guy in utah that has one I think it's a cool idea. He drives around town. He's a billboard for his own business all the time This isn't a dig at gary v. I love the guy But the wacky wailing inflatable armed tube man men work they do work especially in mid-sized branded markets So what I mean that I'm making a kind of a goof at the whole like wacky wailing inflatable armed tube man But there is some truth that that attention Locally especially drives Business to that local office it brands that local location it makes them think when they're driving by What is that office? Oh, it's a medicare office. Okay. Oh, it's a life insurance office. Whatever We aren't in retail It's the service industry with a middle to late age market So if you're marketing the middle to late age and you're in the service industry I know a lot of times you're seeing stores like a gap or places that are closing down their their local branch But those are retail clothing stores And those are being affected differently than the service industry by the online revolution, right? So next slide practical step For brock and mortar you want to buy or rent an office with great sign space and or curb you preferably both If you can have somewhere we have a lot of traffic coming by and maybe a signage space that is You know stands out and is is good We just bought a building off of main street for a second location with a huge sign space And one of the things we thought is shoot I mean a billboard right down the street is a thousand dollars a month And we're getting one included in the cost of our building right here So we thought about that as part of our equation next step practical step number two on this Slide is outside that office do something to get attention Word of mouth over time Will work will do the work it will so word of mouth over time is awesome word of mouth You know the more people that get to your office is going to build word of mouth You're going to get more and more traffic But at first the wacky wailing inflatable arm tube man put in an acronym here wwiatm Isn't a bad idea the wacky wailing inflatable arm tube man I know that's a goofy thing that i'm talking about but just like flags signs a signage space on your building Flyers and neighborhoods around to drive awareness that you're there So that when people need you you're there there's people that'll see that and they're like oh It's there and they don't need you now, but they need you a year from now two years from now three years Now their parents need you but they know you're there or know you're there next slide Educate oh and then educate educate educate educate So what am i talking about here educating next slide educational seminars educational webinars tv commercial segments that educate radio shows This is a big one. I've been telling people a lot of stations would give you a weekly segment on radio for 500 bucks a month Even if there's only a thousand listeners on there You're getting 10 minute segments to talk about stuff You also get to use that content that's being recorded on good sound equipment You can go start a podcast without that That time they will give you that download to do that You can start a youtube channel with it. You can start all of the above you can use that content But also you're inundating an audience with a long form message So you're going to get a much higher turnout of a smaller audience with that Definitely worth looking into for almost anybody Even graphics can be educational. So when you're doing mailers make sure that you're adding something that's educational We have a friend Does business with us, you know, and one of our downline agencies they send a A three page long form turning 65 letter to t65s that That just goes through and explains medicare a to z And then just ask them if they have any information or need help with the plans to call But that long form educational letter in the mail really helps. He's been sending it for a year So he's getting a great response. So we are in the thank you economy So that pun back to Gary v you come to the thank you economy people like to do business They say thank you by doing business with you. So if they're saying thank you by doing business with you That means you have to give them something to say thank you for Provide education provide content be a resource for them before they've done business for it with you So next slide practical step number one start with seminars talk about seminars I feel a little bit hypocritical here because we have just added seminars But if I was starting all over and I'm starting to brock and mortar I would go out and start doing seminars day one to drive traffic back to our office because it works It's pretty cost effective And a lot of times like if you're in medicare advantage, too These local carrier representatives that are trying to expand will help you with some of that local cost We get some definitely get some support from one of our Carrier partners at that and that help us with this that probably depends on the market and what their plan Availability is there, but you know, you can always look at that and see if you can get support from a good carrier So then when they fill out their permission to contact forms, this is important You need to call them to set up appointments at your office Okay, set up as many appointments in your office as possible because you're branding your location by getting more people Into your office where they know where it's at So then when they refer you you'll actually get to the point where they're referring you Yeah, he's over on 144 South Thomas Street across from that Texaco the harbor freight People are walking into your office then always about a quarter mile from the social security office So when you go to the social security office, you know head over there That's the kind of stuff we try to put in the minds of our clients But by them being here they're out there being advocates for you, right next slide Fourth principle everything you do advertise the idea of walking in the office So advertise the office location next slide Practical step here is staff the location 40 hours a week from the get-go You need to be prepared to have at least a receptionist there 40 hours a week If you're transitioning from being a filled agent to this You're going to need somebody there because you're still going to have to go out and run some direct mail leads or Market, you know through b&i groups or whatever you're not going to be there all the time You need somebody there all the time to make it feel like a staff Location so that you will get more and more people to walk in and become for that Even if she's just there to he or she is there to set up appointments for you, etc So staff location 40 hours a week hire a receptionist and have them call your current clients to set up reviews in the office So if you have 200 clients already 300 clients a thousand clients, whatever you want to get them in your office Now they become advocates for your office. They want the office. Trust me. We've been through this. We saw it happen We didn't start off with an office. We've seen the other side They wanted a local office. They wanted somewhere to go now. We have some new people coming in here It's almost uncontrollable as you can see by the video at medicare.academy slash rock and mortar So get as many people in your office as possible to create the word of mouth right next slide Number five allow time to work. You need to allow time to work Allow time for this method to work. So we You know, it it's it's not like you you open the office. You hire somebody and boom everybody's there, right? You have to allow a little bit of time for this to come to fruition But continue to make pave the way a brand is not built overnight, you know And you have a branded location. You have a branded name. You have a branded business name You can brand a lot of things but that location being branded It's more of like a gradual effect. It's like a snowball effect, right? So allow it it takes some time if you build it correctly, they will come next slide In the meantime, you need to keep putting food on the table I've seen a lot of people that set up the Office and then they just kind of quit doing what they were doing before that was actually making ends me So you got to keep doing that you have to Staff the office appropriately So there's a little bit of an investment on the front end because you're having to buy or rent a building Staff the office, but it is the it is a great way. It's not the only way It's a great way to really get to the next level to build something To scale that you can actually eventually build yourself out of and have this massive You know money-making Concept for you staffed with tons of LOAs, etc um, so next slide Practical steps what was working before direct mail seminars cold calling are all low barrier to entry They could be things you want to become unnecessary or supplementary in the future Maybe it's things you're trying to get away from but do not stop bringing in new business While your Brock and mortar is building so your Brock and mortar continues to build You want to make sure you're bringing new business in the front door But that front door could be metaphorical if you're still doing it by going out and writing business through direct mail leads That's fine Just always be trying to get people in the office too always trying to get people in the office and it builds that branded location next step Number six you need a reaper So I'll tell a little story when I was six six years old seven years old in the summer I lived in a town called marietta, mississippi population was under a thousand. It's about 900 people I lived next to a guy who was a pea farmer And in the summer he would take me and a bunch of other kids Most of them were older than me out to these pea fields and we'd pick bushels of peas all day bushels like a You know, we fill up five gallon buckets. I don't know how I can't even remember how many bushels that was But we'd fill up these five gallon buckets They'd take them back and they you know turn them out and sell purple whole peas Really good food by the way if you're not from the south But we would do this all the time well one summer His name was billy joe barns. Yes. I'm from mississippi Billy joe barns gets a reaper. He gets this thing or he can just drive through the field All of a sudden I wasn't able to earn a cheeseburger in three dollars every day in the summer anymore I was out of job at six years old the first time I found myself on the unemployment line But what I'm getting at is he got a reaper. He got a machine that was able to You know cultivate a lot more Product right faster than six year old boys that are earning cheeseburgers So you need one the bigger and the more fruitful your fields are the more hands you need to help next slide So this is going to be talking about building a team So after that time has elapsed and you know, it could be a year or two years three years Whatever depends on how hard and fast you go at it, you know And what resources you have to throw at it But once once you get there, maybe even preemptively if you you know, uh, you know If you're really aggressive you have to build a team Your the initial investment in the Brock and mortar was signage or receptionist rent effort and time Effort and time probably being the biggest part of it the one that most people miss Now if you've done what I told you it's time to build your team This is perhaps one of the most difficult And rewarding tasks. Okay next slide Practical steps hire them fast fire them fast. No I said wrong, right? Who's heard that who's heard hiring fast firing fast? I personally don't believe it. Okay I don't I'm it's not for me I get that a large large organizations sometimes do have to hire big crops of groups and I understand the concept But for most of us building a Brock and mortar, you can be selective You can find people don't try to hire yourself though Try to find other people with talents that you can really cultivate in my opinion You need to find people who do not understand their full potential and help them realize it find people who are talented But they don't understand what's possible And show them and and show them and give them the way through your Brock and mortar through your business, right? That's for me. What hiring people is all about finding the people. It's not finding the MBA You know graduates or all that it's finding people that you know took a different road But are very talented and then give them the lane to use that talent in your business We've all talked about how our whys I can tell you That one of my biggest unrealized whys was culture and cultivation I didn't know it, you know, uh, you know, I think a lot of times you understand your why As you grow your business or as you grow in your in life You develop new whys and one of the biggest whys for me has been seeing You know team members come to fruition or understand their capability And their talent and grow their talent grow their skill set and be happy in your your culture You know, you're cultivating that talent and then you're helping them grow Super rewarding probably for me has become more rewarding than you know selling and helping Medicare beneficiaries Which was my first big reward next slide Seven seventh principle of seven everything else. Okay. There's only so much I can cover in this amount of time So it is a high level overview. Okay Now on that site that I I sent you to Medicare.academy slash Brock and mortar You can actually go through there and there are some options on how to get more plugged in How to get more plugged into people that are doing it not just about the Brock and mortar, but other concepts We've grown we've grown our phone sales. We've grown our distribution There's all this kind of stuff and there's a few different programs that we offer that help people plug into that concept One of them and probably the most popular is our Medicare monsters program It's been a very very impactful thing on people as you can see by going over there and looking at some of the reviews From people but getting in a Medicare monsters program where we have weekly accountability calls virtually You can do it from anywhere and it's an affordable concept. It's been super impactful for people So I hope that you go over there and check it out And of course, please join our Medicare gurus facebook group where we have a ton of action And a ton of questions answered Absolutely for free over there. So check it out. Thank you so much for letting us help you And I hope to see you at Medicare con 2020 by going over to medicarecon.com. See you later Hey, if you enjoyed this I got another one you're gonna love. It's right there. Click on it. See you 8% virtual. I have an unbelievable surprise guest speaker for you today. Mr. Brian Tracy Lifelong split fan of your work. Thank you so much for agreeing to spend a few minutes with me today Well, thank you, you know, you you and I