LinkedIn Ads, Instagram Stories & Pho | #REalAdvice 9 w/ Jason Pantana

Do you ever run ads on social media?

That is one way that many people get new leads, and it can be effective.


But what happens if you create ads, but don’t have a social media posting strategy? What if your ad targets the right people and brings them to you, but then, when they land on your page, they find a barren wasteland?

How can they get to know you, and trust you to be the one by their side as they make huge financial decisions?


There’s a simple social media posting option on almost every platform that is ideal for realtors to use to make connections with their ideal clientele, and that is stories!

Facebook, Instagram, and YouTube now all have stories, where you can post pictures, video, or polls that will help you build rapport with your potential leads and clients, and be able to get into their inbox to deepen the relationships, without being spammy or desperate!

Get ready to start your social media stories: Jason Pantana is here on this episode of #REalAdvice to help inspire you to move beyond ads and connect organically with your perfect clients!


Guest Introduction:

This episode’s guest on the #REalAdvice podcast is Jason Pantana. Jason, a family man from Tennessee, teaches marketing strategies for real estate agents, to help you explode your business and find a wealth of new leads.

Highlights of this episode:

  • Jonathan introduces Jason and his business.

  • We talk about LinkedIn, starting with the advertising potential. LinkedIn advertising is actually more affordable than Facebook ads!

  • Don’t be afraid to clean out your LinkedIn contacts, especially people you don’t know or have a connection with.

  • Jason uses LinkedIn to organically connect with people.

  • Sharing personal information about yourself is huge: people connecting with you leads to referrals, and then more referrals, and then even more referrals!

  • Using LinkedIn may require some clean up in the beginning, but it can be a great way to build and deepen connections. Quite a few people are using it well and getting great reach on the platform.

  • Using LinkedIn well will often mean disconnecting with spammers who use the platform.

  • Stories are the connector that is going to grow your business!

  • Instagram stories are growing. These fun, interactive posts are great ways to connect with your audience.

  • You can use ads on Instagram stories to connect and then bring them into your website.

  • Boosting stories on Instagram can allow you to target your audience to help connect with them effectively. For example, if you have an open house, you can advertise specifically to people in the area nearby.

  • Make sure to post periodically throughout the day. Get people used to seeing you, so that they are looking for your stories.

  • Just posting without a strategy isn’t going to be effective: make sure that you have a plan for these posts, so that you can connect.

  • Agents can connect with people by asking questions in their Instagram stories: think of asking people “what is the best restaurant in this area?” or questions like that. Use the opportunity to spark a conversation!

  • If you’re seeing engagement on your posts go down, make sure you get in and focus on your stories: that engagement is going UP!

  • Use these stories to build interaction with your audience: not to spam them, but to get conversations going.

  • On Facebook, stories are in Facebook messenger: just like in Instagram, you can use these stories to connect!

  • Don’t forget that 46% of real estate leads in 2018 came from organic social media: these were people who commented and said they were interested!

  • 16% of the leads in 2018 came from paid advertising.

  • Make sure that before you jump into ads, you have a more robust page. Many agents jump into ads but are disappointed because they don’t get results - but that is because they haven’t invested time into their business page.

  • Real estate agents are in a relational, high-trust business. People have to know you, which is why organic leads are so important!

  • Don’t forget, consistency matters on social media!

Special shout out to Jason Pantana for being this episode’s guest for #REalAdvice! You can connect with him here:

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Audio Version Below!

Full Transcript

00:00 Was the gift going to look like today, which actually I learned, it's called a Jeff. Not a gift. Oh that everybody, everybody calls it a Gif, but I was a thing on Jimmy Fallon, so that's what I like. Is it a gift? That's just the fun and photo thing. So people say, fuss, I'm say pho, Pho and wait, you say fo? No, like pho blinds or you know, I'm talking about like the food, like pho far, I've only had it once by, my wife has come very convinced it's fun and everybody else's convinced it's something else. And I'm like, that's why his family, my wife's family, they used to call Fajitas Fajitas. Okay. It was always, I was like, they're not fight. He does anyways. Got It. Technically a Jeff, but a right. So I'll say Jeff, I still can't, but now I can't. This is all per Jimmy Fallon. Yes. Jeff. Got It. Yeah. All right, so I'm glad we had that taught. Yes. Um, where were we? We were talking about

00:52 [inaudible].

01:03 What's up everybody today we have Jason Pantana on the show and Jason is a business coach and national speaker. For Tom Ferry as well as a just phenomenal friends. So Jason, how about you tell us, you know, just a couple of sentence other than what I've already said about you. Well, I will confirm. My name is Jason and yet I'm a coach and speaker with Tom Ferry. In fact, we're here on site, uh, been leading marketing edge all day for Tom Ferry, one of our traveling road shows where we spend two days going deep into marketing strategies and tactics to grow your business, specifically working with real estate professionals for the most part. Uh, but really, I mean marketing is marketing and business ownership and small business, a small business. And so we're just diving into social and so forth and all the things that work. Uh, what you didn't say.

01:46 I live in Nashville. Uh, I've got two little sweet little guys, two little boys and my wife and uh, life's good man. Pumped to be here. And what's great about every single episode on this podcast, we've always talked about business, but I made sure, no matter what, we always talk about family. So I'm glad that you mentioned it before. I got to it. Now, what's the point in doing anything if you can't share with the people you love? And I always like to use the law of the bull's eye example of saying to an agent, Hey, would you rather work with somebody that's in the middle $10 million listing? You're guaranteed to get it or would you rather hit the hundred thousand dollar listing on the outside? There are $10 million listing of course, but if I tell them, anxiety, stress, divorce, you're going to be addicted to alcohol, you're going on drugs, you're going to be out of the business.

02:28 Unfortunately a lot of people and be like $10 million, big paycheck, um, was a cost benefit analysis. Oh Man. It's like, whoa. And then if I tell him all the people on the outside, if you would have worked with those, they would have been your best friend's able to love the things that you love to do. You would have been their friends afterwards and they would have referred you. Somebody who would have referred you, somebody who would have referred you, somebody and you would have had a business. And life that you love and that's why I think that the personal aspect is huge. We were talking about linkedin and m or trying to talk about linkedin cause we're not, we're not, we're not experts in linkedin but we're, we're we're having internal musings and both observing some potential in the linkedin space. Exactly. We're realizing that okay, something might be happening with Linkedin so probably we should be doing something slash undoing some stuff as well.

03:20 Maybe tell us more about the undoing as we let our folks into the conversation we've been having for 30 minutes. Yeah, I think the undoing part comes back into making sure that your profiles are not in third person inundated, inundated. Third Person. Your last article was in 2011 you just graduated college and that was your last article. Like wait, what has happened in the last nine years? I think out of the gate, anybody who's going to jump into linkedin and listen ourselves included, because we're both all kind of like coming out of the winter so to speak, because the feedback that I'm getting and other spaces, even outside of real estate is, and I get really good natural reach. I'm getting a lot of engagement on linkedin. Uh, I think a lot of people have sort of left it buried for some time. Yours truly included here, but I am getting engagement on it.

04:07 However, the things that they get a lot of people are running into is their profiles, right? They've got a, you made the comment of changing the tents and so I'll let you elaborate on that point. Um, and it's, cause there's your point. It's a good one, but also like they haven't posted in a long time. So getting back in the routine of posting, whether through articles or through actual posts, commenting on other people's posts. I think for a lot of people, they've just, I don't know, maybe I'm alone, but they haven't really scrutinized who's connections they're accepting. I think what a lot of people are gonna have to do first is clean it up. Uh, get rid of some connections. What was that thing you were saying? The extension to help you do that. It's called linked helper. It's essentially, it has tons of different things, but one of them is to get you to remove connections for you, but it does it in a safe way so that way I'm sure there's tons of spammy things out there.

04:54 We could just like get rid of people, but it actually goes through the process of clicking, remove going down and yes, I definitely want to remove scrolling back up, waiting 15 seconds, like doing some things for you because like you said, usually the reason why most people including myself don't use linkedin is because it's spam to wasteland. Right? Email or spam email. And when I go on it, all the posts that I see, I have no clue who these people and that's my own fault, right? It's my fault for accepting those relationships. But I think here's what we know. We know that people are starting to see solid engagement on linkedin. They've got some pretty cool features and tools they've rolled out. Their advertising platform is affordable and it's got some pretty interesting targeting options. But I think for people to really get in on Linkedin, the first thing they have to do is make it usable for themselves, which means removing connections that, because it's been a spammy platform for a lot of people who just make connections like, Hey, I'd love to be her friend.

05:48 Thanks so much for this. And they send you an email that you don't want. Yes. So you got to clean it up. That's step one. Um, elaborate, this is your show, but elaborate on what you said about the clean up your profiles. Change the tense. Yeah. So just going back in and look at your linkedin first off and you know, look at your URL, look at all these different things, but just look at the way that you wrote things in the past. Do you usually wrote things, um, in a third party tents saying, you know, Jonathan did x, Y, Z, and he was this person and blah, blah, blah. And when you're reading that, it's like, okay, is that really how I talk? Is that really the things that I want people to know about me? Um, and so yeah, I went back in, I changed my bio up.

06:29 I even went back into my work experience and like change it up in my military experience. It was like he led a, you know, x, Y, z troop and did this, this, this, and was the battalion commander of x, Y,Z and Blah Blah, blah. And it's like, okay, so what would you have actually told somebody what you did? I served a long, you know, 75 great soldiers. I led them being the youngest officer in the entire military intelligence core of the entire US army while I was in charge. This is what I've done while I did this x, y and, and just talk about exactly what I did. Yeah. Not just broad terms. I think actually that Linkedin is actually not the thing that's kind of flying under the carpet. I think actually that it is Instagram stories that are getting promoted. Okay. And punt take us over there.

07:16 So a lot of people are using Instagram stories as you know, a lot more than people just going on to post and what not. There's tons of things that you can do. Yeah. They're fun in Instagram stories that are fun, interactive, interactive and spark conversations. Our conversations, they can lead you to different places. Yes. They can have you go through a series of different posts and get engagement and the more engagement that you're doing leads to even more engagement. Yep. You could put hashtags behind your post or hidden camouflage them camouflage. You can force people to click things and you're like, wait, I can force people to click things. Yeah. If you just share your new post onto your story and large it and put it to the right hand side where everybody just clicks next, we'll then they automatically click it and they automatically go onto your page.

08:07 It's like, Oh yeah, that actually is unforced pay. But what they're not doing, um, and we are doing is promoting stories. So the, the difference in stories and promotions and ads and whatnot is you cannot promote anything. Are you familiar with Instagram stories, promotions? So a lot of people are not and we've been tinkering around with them because there are things you can't do that you would love to do, like send somebody to your website instantly because you can't have a clickable link and you can't have specific things in your stories. But uh, one of the hacks that we've been doing is we've always been setting up the next post from the promotion. What I mean by is on the next Instagram story that's going to lead to our website or that's going to do this or that's going to do something. So we promote the one previous, which is, which just have the outbound link, but the next one can, but it can't.

09:03 But once they get into your story, okay, then I'm like, okay, well who is this guy or what's happening? Or Wow, that post was awesome, whatever it may be. And they click to see the next one and Bam, now you've got them onto your page. Are you doing promotions on Instagram? Do you know people that are doing them? I'm seeing it more and more, but not, not directly per se. I do see the potential, I mean at end of the day, like the reach is really solid. The interactive features, the way to get conversations sparked the way to get leads as far as dms and swipe up and all those features. It's pretty awesome. With Instagram stories, I'll be honest, even if you promote or don't promote whichever way, I mean, tell me this, what's your biggest advantage by promoting lie, promote, get your story seen by more people.

09:46 So let's just reach, right. Correct. So at the end of the day it's like even if you're not promoting, you're still getting good reach. It's still great exposure. Uh, as far as hashtags use, I'm seeing people who are getting, like, they're getting any explore feed and so forth just by using hashtags. So my thought would be maximize your organic reach with every story. But I mean the promote, why not do it? It's cheap. It's super cheap and it, and actually what I've seen is the targeting is actually better than not boosting, but actually promoting a post from Instagram. When you promote an actual story, it actually allows you to get more granule. You like that word? I liked it. It was really his fancy. Um, and it allows you actually to get a lot closer to your people in one mile radius doing different things. Um, I dunno, it can be super effective. Like I mean I can imagine that being applied in an open house setting where you've got an event in a key location, you want to get very granular in terms of there. I did it again and you see that, see I told you, you like the word granular to get really tough. You tell something

10:55 really [inaudible]

10:58 I feel like I'm watching full house.

11:00 [inaudible]

11:02 what advice would you give to somebody that's using Instagram stories? Not from a promotion because usually the excuse right off the gate is I don't have the budget to do it and we know that. Okay. There's tons of things. Yeah, exactly. There's tons of things that we can throw at that, but let's say, okay, throwing promotions inside in Instagram stories. What should an agent be doing if they're not already doing it? Well, let's start with the obvious Ockham's razor, right? Let's start with the very simple explanation or the easiest solution one. I would say you should be posting your stories periodically throughout the day. A lot of agents will do one and they won't do another or they'll do like three in a row and then not do it for hours that are passing. But the benefit of doing it all day long periodically throughout the day is whenever you post a new story, you show up sort of in the most visible place for the common IDC you so people are drawn back into keep checking out your latest stories.

11:53 So it's a way to kind of re expose and just sort of top of mind awareness over and over and over again. So definitely the idea of posting the stories throughout the day. That's a really obvious one I think. I think actually wear that. A lot of people get confused as recently. They allow you to select multiple, and that's actually hurt people because now they thought, hey, I could just pull out my camera, I can click, you know, photo video or whatever. I then go back and then what they do is they just start clicking done nine shows, don't shout, don't batch up because you're giving, because you're only going to get, you're looking at, you're not really notifying anybody, but the way it works is the header bar, you know this, but I'll tell anybody else who doesn't. Then main header shows a little circle profile images.

12:34 They have a little paint Q around them, a rang that indicates a new story. But if you batch out and do like all night at the same time, it's only going to show the ring once somebody clicks it and they're done. So at that point you've lost the chance to be exposed to that particular audience. Yeah, and I think it's huge staying to that top left because even if they don't click their story for whatever reason, you'll see your face. Most people are not, not clicking, they are clicking, but like you said, they see your face to ask me anythings you've been doing them. I've seen them. They're super effective to where you ask me anything and you post it post a topic or whatever and people do questions and you go back and respond. I've done what I call the reverse question where I asked the question and instead of you asking me the question, you respond with an answer.

13:17 So I'll say things to agents like you could do this to like it's an agent. I can say like, Hey, what are the best restaurants in 12 south or whatever. And instead of asking a question, use the sticker for a question, but they can respond. So I think like the obvious use of Instagram is make it make it interactive. Use The yes, no poles as often as you can. Use the sliding scale as often as you can. Tell them to Dmu. If you have more than 10,000 followers, say swipe up or whatever, but make that thing interactive where they can click and do and engage in spark a conversation. If you're doing that all day long, it's good content. And I obviously know that a lot of people are now in Instagram stories, so just one way to be a little bit different since. Yeah. Okay. You've seen stickers down, you've seen music, and it's like, okay, how am I going to be different?

14:05 Well, we've created our own gifts and that's a good one. Yeah. And so now he's in Giphy or how you doing? I'm using giphy and now we have our own cartoons that are telling people to swipe up and they're telling people about new posts and whatnot, poles or whatnot. I don't think a lot of people actually utilize polls correctly. So they ask a question with a pole, yes or no, but then they don't go back and respond to the people that say yes or no failure, right? There's an APP, there's a little envelope right next to the people. It'll actually categorize click yes. Who said yes? Who said no? You can respond and you can respond to both sides. If they said no, why did they say no if they said yes, but the DA follow up? That's what I like about them. They're interactive.

14:45 You can have fun and be a goof or be with whoever you are, but there is a monumental opportunity. Get people to engage with your post. By that I mean they say yes, they say no, they respond, they ask questions, they slide the scale. It's interactive. And if you're not playing to that feature of what I mean, that's what it does. What's one good piece of advice for somebody in the social realm that um, not necessarily that's under utilized but maybe something that they're doing that they should be doing it differently or looking at it differently? Other than, you know, Instagram stories, promotions other than, hey, go clean up your linkedin. It's like what's something that somebody can listen to this episode? Super easy, no budget behind it. Like okay, I can actually do that. Well, I mean this is going to be echoing the whole conversation but stories.

15:30 So like we give the hack and our ecosystem, it's Tom Ferry's, but hey, are you currently living in your dream home now? Yes or no. Do a story ad the yes or no sticker. And then when people say yes or no, you reply to the DMS and you message back and forth with them. You said, no you're not. I'm an agent. How can I help you fix that? Or just asking a calibrated question and making these things interactive because the beauty of stories is they become dms. Whereas opposed the response is going to be a comment. That's great, but a DM as a private conversation and we all know in sales a private conversation is a super powerful tool to get to an appointment. So I would say like the obvious thing is go start posting stories every now and again that are looking for people to give you a response that's calibrated, meaning it tells you they're either potentially looking to buy or sell.

16:19 Now I'm not giving permission to say spam people and just be about your business all the time. Like this should be done with discretion over time when your audience knows you. But again, stories should be interactive. What do you think about Facebook stories? And now youtube actually just released stories to check those out yet. So what? So Facebook stories is the exact same way. I think about linkedin. Just regular, just linkedin is that nobody's really using it. I'll tell you why. My theory one cause honestly man, my story sync over from yes, right. I just, my stories were always organic to Instagram that's takeover. But the reason why I think people don't really care about Facebook stories is like where's the main place to view them? Uh, on the top. And then if you go to your page like a messenger, sometimes they're there but they're really in the top.

17:11 But on Instagram all you see is an icon of the profile. Yeah. I don't know what the story is. There's a surprise face cause they give you that rec time. Facebook, they show the rectangle and they show me a thumbnail of the dumb story. So why would I click it? I already see what it is. So the, the good thing about it is it's similar to way Instagram works is they do disappear. What's cool about Facebook is rather than just sharing automatically, what you can do is you can do one story either for Instagram and Facebook are just for Facebook. Since they do see that picture, you put something with like huge arrows or you do something where it's like, oh man, they'll click on it. Yes, you could write cause it's a thumbnail. So the same logic applies as the thumbnail you use on a youtube video.

17:55 Yeah, it's designed to get someone to want to open it up and take the next look or go deeper. But I think for the average user, I mean stories are 24 hour disappearing content. And so most people aren't putting an exorbitant amount of time and effort into creating a story, nor should they, it should be quick. I mean there should be a strategy behind anything you do because it matters, but they should, they should be quick. You're doing like 20 a day. That's a ton of stories for most people. But to do that many stories over the course of time. I mean, I dunno, I just, you're giving away the element of surprise on Facebook and I would argue that's a big reason why they're down. Got It. 2018 Nar digital age report on where leads come from. Yep. The number one source was organic social media.

18:42 That was 46% of all define a lead. They defined a lead as somebody who commented or sent a message as, okay, Hey, I want to do x or y or z. So they specifically said I want to buy, I want to sell, I want to leave. Not necessarily, but they inquired, they inquired on all right, some type of information. It wasn't like it wasn't a like, and it wasn't a comment like hands up Emoji or okay. It was an inquiry. It was a question like, oh tell me more. Oh what's that about? Oh I'm renting a house for $2,500 I can buy a house for how much? Like those were classified as not. Just to be clear, it's not necessarily limited to, I have a name number and email. Definitely not. All right, got it. Keep going. So 46% organic, 16% was paid, meaning from ads that agents used, only 16% of all leads in the entire lead space came from paid ads.

19:43 What are your thoughts on that? Because I have huge thoughts. I have lots of questions. Okay. Can you tell me your thoughts and then we'll see if we're thinking the same thing? Yeah, so my thoughts are a lot of people instantly jump into ads, but they're pages suck. They don't have any comments, they don't have any posts, they have no videos, they have no stories, have no trust, they have no trust. And people have absolutely no clue who that person is. And then they get an ad in front of them saying, your, your other realtors sucks because you're listing just expired. So you should use me. And then they come back and say, I didn't get any leads from that as shocking. And the reason is they have no clue who you are. Is that a context? They don't trust you. Who, who, who I should.

20:26 They respond to you. I've never seen you ever. And, and so many people want to put so much money, the money that they can put behind ads when they don't even realize what's going on on their actual page because nothing's going on in their actual page. And instantly what they're doing is they're outsourcing their post. And that's kind of where I want to get into is what are you think, what is your advice on the people that are outsourcing their organic? That should be organic posts. They're getting these clip art images, these videos of people that are not them, not them actors from Shutterfly or on, it's like the entire video. It's not like it's a couple of B roll scenes. It's like the entire video is like Jonathan Hawkins is just a phenomenal agent and he does, it's like, like Jonathan Hopkins. Yeah. And it's a girl saying that would, that would that same type of lights.

21:17 It's like, wait, what is happening right now? Work with him. All right. So outsourcing, I'm understanding you to describe it as canned content. So your theory is the reason why people aren't getting leads off of paid ads is because they're putting out canned content that's not authentic whatsoever to an audience who has no context for who they are, what they stand for, etc. And so therefore there's a reluctance on the part of the lead to engage or comment or respond or ask questions. Is that your point? If I had a dollar sign, money sign, whatever I would have went. Yes. That's the, I think that stands the reason I have questions on how do they define a lead still. Okay. Just because I tend to be very buzzword granular. That's my emo. But, um, my initial thought is, let's just say most, not even talking about leads.

22:00 Here's my theory. Most people's business in the real estate space, where does it come from? Their sphere. Yeah. So referrals and repeat business from sphere, past clients, et Cetera. The people, you know, that's unsurprising because this is a relationship business. It's a high trust business, meaning buying, selling a house as a monumental transaction. The biggest ever for most people. And so they're looking to work with somebody that they feel gets them, knows them, whom they can trust. And so therefore my question would be in this pole, did you constitute a lead as somebody who did not know? Or could it be somebody you did know? So I don't care about the sets. Let's throw the stats out for a second. Let's just talk about an agent that is coming to you. They're saying, hey, Jason were at this event. It's phenomenal. We want to run an ad.

22:45 We want to, you know, we want to generate 20,000 leads like good somebody else that you named did we want to do this, we want to do this, we want to do this. But that person has no content on their page. And if they do have content there, content is not, not something they were saying I talked about was Mike Renik. Okay? Generated 20,000 leads. Do you know what he did? He creates five videos a week. The Dude's a content hound. He makes content, he gives, he gives, he gives, he gives, he gives so that way. So that way, the moment that he asked for something, it's, oh, that's the guy. That's the guy who does this video and that video. That's the guy who's constantly educating me. That's the guy who cares about me. So what would your one piece of advice, and we'll wrap it up with this, what's your one piece of advice for somebody that's, you know, who, who should I use to create my content?

23:34 What? What? What would your advice be to that person? Which camera's on. It's, it's this. Thank you. Thank you. It's, it's, please don't outsource your, your family's story. Your story. We said today at the event, we're at marketing edge. What's the job of marketing? And we teach our audience. It's twofold. One, I got to brand myself and then I've got to generate leads. But one comes before the other. And the idea of branding, the whole point is to create a feeling of trust and familiarity and rapport. If the first thing I do is say I'm too busy to build rapport, like give me a break. No one's going to respond to that. And so I understand that there's a time constraint and then you're like, well guys and this podcast alone, you've talked about Linkedin, Facebook, Instagram, Youtube. I can't do everything. No you can't.

24:25 But you can do what you do. You can choose it deliberately specifically and you can go all in on it. Um, I don't think there's a way to get around creating content. I think there are ways to streamline creating content. But I think if, uh, my personal belief is it's got to come from you. It's got to come from you. You can streamline it through a schedule, but at the end of the day, if that time hits, you don't have a post ready move on, it's okay. Go to the next day. Don't, don't search Google for a random clip art image just to have the image go out cause it's not going to help. You know, I think consistency matters. I think you should accept a schedule you can commit to. I do. I think some people have a perfectionistic tendency where they don't push posts because it's not good enough yet.

25:07 They're not really who we're talking to right now. That's a different issue. Yeah. Um, that's a, that's a different issue. And we could be here all night. It could be here all night. And before we go, where can people find you on social media? They can find me. I am Jason Pantana. It's like Santana with a p. P. A. N. T. A. N. A. I'm on Instagram. I'm on Facebook. I'm on Linkedin. I'm on Youtube. My most active platforms or Instagram and Facebook. We'd love to connect with you there. And do you give out coal or presence? You my question, Sansa, I don't know. I said Santana. [inaudible] hey everybody, this is Jonathan Hawkins. Thank you so much for staying until the very end of this podcast. I definitely appreciate it. As always, make sure to reach out to me via social media at Jonathan Hawkins official. Send me a comment, shoot me a DM. If you have any questions, you can also comment below. Thank you so much. Don't forget to subscribe below and remember who you hire truly matters.