Loan Officer Success Live

Devin Dubuc sits down with Shawn Kaplan (Kap.) to break down what it really takes to build a brand that dominates in today’s market.

From delivering donuts to realtors… to building a powerhouse personal brand and massive production business, Sean shares the raw truth behind what works (and what doesn’t).

💥 Why most loan officers are doing social media completely wrong
💥 The trap of chasing likes, views, and vanity metrics
💥 How to actually create content that gets attention AND converts
💥 Why your personality, not perfection, is your biggest advantage
💥 The simple shifts that separate top producers from everyone else

If you’ve been feeling stuck, inconsistent, or like you’re falling behind… this episode is your wake-up call.

👉 You’re not behind. You’re just one conversation away from changing everything.

Find Shawn Online to Learn More: https://linktr.ee/theshawnkaplan
Check Out Loan Officer Success Live YouTube Channel @ https://www.youtube.com/@loanofficersuccesslive

Creators and Guests

Host

Devin Dubuc

Coach. Dreamer. Dad. Helping you own your worth and go after what sets your soul on fire🔥

Designer

Jennifer Rodriguez

Jennifer Rodriguez is the engine behind LOS.Live and The Mortgage Giants, leading everything from graphic thumbnails and episode descriptions to cross-platform distribution. With years of experience as an Office Manager and Executive Assistant, she brings organization, strategy, and innovation to every production. Mentored by Growth Leader Devin Dubuc for the past six years, Jennifer collaborates on branding and podcast strategies that help loan officers nationwide elevate their business. Known for her positive energy, adaptability, and commitment to growth, she is the trusted voice guests connect with throughout the podcast experience.

What is Loan Officer Success Live?

This isn’t another sales tips podcast.
This is Loan Officer Success Live - where mortgage and real estate pros come to master modern growth without the burnout.

Hosted by Devin Dubuc, Loan Officer Success Live is a deep dive into the psychology, strategy, and systems that build legacy-driven businesses in today’s market. Whether you're a high-performing loan officer, a rising agent, or an entrepreneur scaling fast, you’ll learn how to attract clients, grow income, and lead with brand, not brute force.

Real conversations. Tactical playbooks. No cold-call bro-hype. Just clarity, confidence, and creative firepower.

You don’t need a script. You need a strategy. Welcome to Loan Officer Success Live

Social Media Links:
Instagram: www.instagram.com/loanofficersuccesslive
Facebook: www.facebook.com/loanofficersuccess.live
YouTube: www.youtube.com/@loanofficersuccesslive

Premier Lending, Inc.
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Charlotte, NC 28277
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Disclaimer: The information is intended to be viewed for informational purposes only. The content contained herein is not guaranteed or endorsed by the company, or any company mentioned, nor is this content meant to be an offer of credit. The information contained in this video may not be wholly or at all applicable to every situation or jurisdiction. You are strongly encouraged to consult your professional mortgage advisor before acting upon any information in this video. The information provided is for use as a training tool only. The information is not intended, nor should it be relied upon for any other purpose.

Welcome to Loan Officer Success Live, sponsored by Premier Lending, the show where the mortgage industry's top players pull back the curtain. Your host, Devin Dubuque, sits down with industry leaders, top producers, and game-changing mortgage tech innovators, all sharing their unfiltered strategies, bold ideas, and proven secrets for success. Get ready to take notes, think bigger, and play to win, because this is Loan Officer Success Live. let's go man we've got uh talk about thinking bigger cap sean caplan in the house what's going on man what's up devin how are you doing man i'm doing phenomenal uh you know i feel like i got shot out of a cannon just getting a chance to sit here and talk with a master i'm with one of the best in the industry man so oh my god i need to hang out with you more man you make me feel good I love it, man. I love it. Well, hey, thanks so much for joining on today. You know, I got a chance to see you speak just a couple weeks back. Wasn't the first time, right? You came on our morning show, ML Live, last year. And then I see you in the Ford Mastermind with Neil Dinger all the time, man. But you're all over the place. It's like, man, is this guy hiding in the bushes? Because every time I jump on social, here's something awesome coming from Sean. And, man, I had to get you over here to the show and just share the secrets with our audience. Well, thanks for saying that, man. Perception is not always reality. But that's the beauty about social media that, you know, the light bulb just went off, you know, when back in two thousand nine when Facebook came out, you know. But it was like in two thousand nine after delivering donuts to realtor offices for ten years, I realized I was like, wait a minute, I can go on this Web site and I could just add a realtor as a friend. And that's when I really started my journey of like leverage and being able to use it to be and see millions or thousands instead of just a dozen in a week. Well, that's the aha moment, right? You know, and you talk about two thousand and nine. Like, I remember that was a great year in mortgage. That was right where things were getting a little bit sticky. Right. Guidelines were a mess. Lenders didn't know how to lend because underwriters were afraid of what they could put their name on. Right. Yeah. And there was a lot of uncertainty in the industry. And you're you're going, hey, look, maybe there's this new way that we can get in front of more people. Right. Yeah. Yeah. Got to use our resources. Use the resources. So I just want to start here, right? Did you set out to build a billion dollar mortgage brand or did it just evolve over time? You know, man, that's a really good question. I would have never said I wanted to be a billion dollar mortgage brand. I never would have been like I want people to ask me to be on, you know, videos. And I that didn't happen until like four or five, six years ago that I started realizing this is just where I arrived. It really just came out of a necessity and scarcity. You know, when you grow up really, really poor. You learn like how to be resourceful. And when I met a mortgage guy in two thousand one, you know, by the grace of God, it was like if that would have never happened. But waiting tables at a restaurant because I had three jobs. My mom didn't have any money. Nobody had any money. I had one hundred forty six thousand dollars in credit card debt. But when I saw these other mortgage guys, and not to be rude, but I was like, man, I'm way smarter than these guys. I'm a way harder worker. Because my mom always taught me that if you just will do something diligently and consistently, that you will outpace the talented people. And that's what the mortgage industry rewarded. And so as I started going along, I mean, I was struggling for five, six, seven years in the beginning. And then in the beginning, i got knocked on my butt again but i had good people around me and that was when i first met my first real mortgage mentor okay and i saw the money that he had i saw the career he had i saw the investments he made but most of us saw the people's lives he impacted and that's where i think i started and not a billion i was just like i i know i can be a hundred million dollar guy and then i started believing that and i think two years later i had my first hundred million dollar year that's amazing could we give a shout out to the mentor mentor is that is that yeah yeah brendan donaldson brendan donaldson we were with access national mortgage back then i think he's with uh guild now okay and he's here in nashville and went to emory university was way smarter than me but just a amazing sales guy and straight talker you know i don't i don't know about everybody else But for me, I have to have somebody that cuts through all the bullshit and just says straight up, hey, you did this wrong or you need to do this better. I don't want to have to sort it out. Just tell me and I'll go do it. And he was that type of guy in my life. What's important? We learn more from the mistakes than we do from the wins. And if we really take the time to listen to what we're hearing, we can adapt, get better, improve ourselves, and then help more people the right way. Absolutely. I was just telling someone on Saturday, I said, hey, there's nothing wrong with you. You're not weird. You're not discarded. I was like, we all, every single person, all eight billion of us have some issues that we need to work on. And the difference is those of us that will accept that and work on it versus the others who will not or become a victim and go the other way. I love that, man. I love that you used the word victim because so many people victimize themselves, right? And I think at the end of the day, if you learn how to talk to yourself with powerful words and have confidence inside of yourself, and even if you were victimized, if you could turn that into a strategy and a win, right, you're going to come out stronger. And I know after hearing you speak, that's a big part of how you became who you are, right? Was you were victimized and you had to turn that into that adversity into a win. Yep. Thank God for my mom. She would never let me be a victim. There wasn't time to be a victim, you know? And I always saw she led by example. She always had two, three jobs, you know, would make a dollar go really far. And, you know, somebody told me years ago, they were like, life happens for you, not to you. And I was like, well, what does that mean? They're like, well, everything that happens to you is happening for a reason. And there's a lesson in it. And you're getting set up for something even better. And when I started just thinking that way, I mean, I've had tragic things happen. I bought a brand new sports car at the end of the year last year, and I wrecked it forty seven minutes into owning it. I said, well, Lord, I said something. This is happening for me, not to me. So what's the lesson here? You know, and it just helps me in life so much more. It does. It does. Well, you know, let's dive into some of the topics that people came here for. So when people see your social media today, they see this polished, polished consistency. But what did that look like in the beginning? Right. We go back to two thousand and nine. Facebook's a thing and you're going. I'm going to give it a shot. Right. Was it polished and consistent? Well, first, I couldn't get onto Facebook, but my wife was still on it because she was in college. And I was like, well, I guess I'm going to have to lie and say I'm in college to get access. So be resourceful. That's number one. Use your darn resources. And the second thing was, no, it was a messy ten-year journey. So I started with Facebook. I started adding every single realtor in town, which was a mistake. The second thing I did, this is before the algorithm was like really big. So if you added realtors, you'd see ten realtors in front of your feed every day. Okay. But I started spamming them. I got this product. I got this rate. Every post. You didn't have stories then. And so what happened, Devin, was right out of the gate, I turned a lot of people off because they were like, hey, okay, well, that's great, Sean. I know five lenders, but I don't know anything about you. And I did that for a long time. And then I moved on Instagram or in YouTube and I started just like buying equipment, you know, like, okay, my first camera, you can go back to YouTube and look at my first video. It used, it clicked. Like you literally can hear audibly like click, click, click, click, click. And I'm like, it's grainy. And I'm like, all right, here's your weekly market update. And like five minutes long, nobody watched it. One day I told my wife, I said, man, I'm really frustrated. Nobody's liking my videos. And she went on there and she gave me a thumbs down. And I was like, hey, like this is the only person I got. I got a thumbs down. And so all kidding aside. I thought it was about leveling up my videos, right? So then I mustered up some money and I hired a guy for like a thousand bucks and said, can I record a few videos? Then I did. I went ahead and leveled up a little bit more. And I said, hey, well, would you come so I can do one video a week? And they were long form. It was way too long. Nobody would watch him. And I was just frustrated, man. And I hit a wall in two thousand and eighteen with content. I really wanted nothing to do with it. I was ready to walk away from all of it. And so now that was really what inspired Content Creator University was like, I don't want other people to go through ten years of figuring this out. I'm going to give it away to other people for free. And I've been doing that for about three years now. And I give it away to realtors and lenders, almost two thousand of them across the nation. They attend the call and I share with them what I'm working on right now. That's awesome. Well, I'm running that down across the screen. So if you're tuning in, you can find Sean at CCUSocial.com. Again, that's CCUSocial.com. And if you're an agent or a loan officer and you're serious about learning how to transition your content, just go take a look at Sean. Just go to any of his channels. And it's very easy to see the type of response that he's getting. Millions of views on posts, some posts that are four or five, six million views, maybe more. You know your numbers better than I do. All starting from terrible, terrible videos with grainy cameras, right? And over time, just improving and getting better. And let's talk about that. So was there a moment, it sounds like this may have been the moment where you're like, man, I just got to do things differently to get seen. Like, what did that look like for you? Yeah, man, another great question. So I would go places because I was a networker. I would go to lots of events, lots of coffees, lots of breakfast. I mean, I remember I was so broke, but I had to go on coffee appointments. I'd show up early and get a cup of hot water and put a lid on it just so the realtor wouldn't know I didn't have coffee. And I had like four bucks in my pocket. But I got frustrated because they were throwing me in the same bucket with everybody else. And then I then I started like I'd go to networking events and people I literally would be almost like they'd walk away because they're like, oh, he's going to come over here and just sell to me and ask for a lead. And I was that guy. And I was so fanatical about it. Right. And, you know, where I started getting really frustrated was where I was like, I don't want to be like everybody else. You know, I don't want to leave this planet and say, oh, he was a great mortgage guy. And I started thinking about, you know, what are the gifts and the talents that I've got? What are the trials by fire that I've gone through? You know, how do I share that story? So I started this segment. It's on my YouTube. It was called Cut the Crapwood Cap. Okay. And it was where I just, yeah, I would come on and just kind of rant and just give everybody my thoughts. And at first it was cool. You know, a few, probably like twelve people would watch it. And then after a while, like after about a year, like nobody watched it. And so I was like, well, it's the topic. So I would change, just do the same thing. But I went to Friday Fuel Up. you know i'm like near my car and that that was that was yuck because it was like i don't want to be that guy yeah and and uh i was really frustrated my my owner and my boss and one of my mentors at the time dan deepenhorse of legacy mutual mortgage who's a great great man um he's like you should meet this guy i met out in reno nevada and i was like well who's this he said well his name is neil And I looked him up and shout out to Deborah Bird. But at first I thought Neil was the mortgage nerd because he's a nerd, right? Same outfit, same glasses. But he knew that formula. And I looked at his feed and I said, wow, this is the only guy I know in two thousand eighteen and video that is like doing it the right way. Right. Maybe it was a year, year or two after that. But I called Neil and I said, hey, man, my my owner told me to reach out to you. And can I come out and visit with you? And he goes, well, you can, but I charge six thousand dollars. And I didn't think twice. I said, deal. Where do I book? What airport? And I went out to Neil's one of his very first content days. And I remember his heart of giving and how he opened up this formula on how he was doing vertical videos. And the biggest aha was when I saw him record one line at a time. And now now we're moving away from that. But when Instagram really hit, I was like, wait a minute, so I don't have to record a video for fifty two seconds and screw it up and have to start all over again. And he's talked about money and wealth and investing sales strategy. And I was like, wait a minute, I'm more equipped probably than him in a couple of those categories, debt, eliminating debt, investing taxes. And I was like, that's the lane I can run in. That's where everybody else isn't going to say, oh, you're like everybody else. And that's where I really started. I literally every year have doubled down on each thing, budgets, content, strategy. I'm like, I'm going to do twice as much this year. And I'm going through a little bit of a storm. I mean, I got a massive boost. So I've got two massive boosts in my career with viral stuff. And then in November, I hit a wall, you know, and I've been trying to figure out again, it's going back to more organic, not polished stuff. And I literally was just on my video guy. I said, you know, we need to do some ideation because I'm not doing more talking head videos. You won't see much of that from me moving forward. There might be one a week now. Right, right. As we're doing a talking head video, so I suckered you in. No, no, this is different. I'm talking about the perfect lighting, the perfect outfit, you know, talking in a cadence that people are like, use chat GPT, right? Yeah, yeah. And, you know, so... There's some things I'm going to experiment with, but man, I'm always trying new things. And I think that's what I want to encourage people to do. Yeah. Yeah. Try more of the raw side. Like Neil says all the time, we're in a trust recession. You know, people don't trust who they're talking to because we've given them great reason not to trust us. Right. Right. and so now let's just be who we are let's speak from the heart and let's get right in front of people the way we come right who we are right and this is who you are i've met you on multiple occasions this is sean by the way right so when you're talking to sean when you're hearing sean this is who he really is uh live in person right so um i was gonna ask you this question again i know it's not as relevant today but what was that first piece of content that just really gained traction that you were like oh whoa whoa this social media thing works Yeah, so I'll tell you straight up. So I muscled through and got to about five thousand Instagram followers. That's my main platform I focus on. I just like Instagram. It's, you know, I like it too. I don't do well there, but I love it. It's my favorite platform. Yeah. And that's another tip, like choose what you enjoy, because if you don't enjoy it, you're not going to do it. I've tried YouTube. I do it. I've tried TikTok. It's just not where I want to put my stuff out. It's not my audiences. And I know my lane. And I've always been told by really high level people that the more that you can niche that down. Yeah. And so, you know, I got about five thousand followers and then I met a guy and I was like, all right, well, you're talking about buying followers. And over and over he built trust with me and I kicked myself in the butt to this day. But he's like, no, you're not buying followers. They're discord groups or something. Right. Right. And I was like, OK, well, fine, I'll try it out. And so I immediately went to thirty thousand followers. And the next day I said, whoa, time out. It's all like a bunch of eighteen year olds and, you know, bathing suits in Brazil. And I'm like, this isn't who I want to talk to. No. And I felt like a fraud. And I was like, I even asked Neil and other people and I was like, and of course, they all were like, start over, start over. And I always like to do the opposite of what everybody else does. I've just always been that way. And I found success in it. And I said, you know what? I'm not going to do that. I'm going to be a man of integrity and I'm going to go ahead and use this as a part of my story. And I'm going to plow through this thing. And so I cut that and my first boost took me to seventy six thousand. And it was a video that's on my. Reels, it was it was just a view off my porch when I came off my bedroom porch and the sun was hitting the fog and it was lights out and people were just sharing it and talking about moving to Tennessee. And, you know, I might have unpinned it for some other videos now, but it got seven and a half million views and I picked up went to seventy six thousand followers. account died and i was like neil what's up like i got all these followers it was great uh like is it those old bad followers so if you bought followers i want to encourage you to not start new he said no and this was a valuable piece of advice he said you don't want to go viral and i said why don't i want to go viral i thought that was the thing he goes which post that did you just pick up all those followers and i said well the one with the view the aesthetic the farmhouse and he goes who likes that And I was like, well, mostly females that want to build on a farmhouse, live the life. Right. And he goes, yeah. And so the next day you're blasting them with, hey, tax benefits of being self-employed. And they're like, unfollow. Got it. Oh, my gosh. So I don't want to go viral. I only want to go viral with the right stuff. Right. That's brilliant. That was the first one. And that's where I really continued to learn. I was stuck at seventy six thousand, eighty thousand. I didn't break one hundred thousand until probably like two years ago. So it was a twelve to thirteen year journey. Wow. Well, you know, you just covered it. But this was it's funny because I'm looking at my set list of questions and you're like answering them right before I even ask them, which is right in sync, man. But what do most law officers misunderstand about social media? Because I think that's where we're on to right now. What is it that they're misunderstanding? two things number one we create content that we want to share instead of creating content that will help other people so i i look at my feed and i say what am i paying attention to what is what is getting me excited what gets me to click the button but i still do it like it's that it's that ugly little thing that pops up where we want to say i want to show people what i'm doing i want to show people what i have right or i want to show them my success but that's not right. We have to focus on not what I want, but what the viewer wants. And ask yourself, how does it help them? If you ask yourself, how does this help them? Then you'll do all right, right? and you know the other thing that the second one and everybody says it but it's so much easier said than done is you have to be consistent and you have to post content regularly and i think it goes with number one because we look at it and we're like well i only got three hundred views on it right and then we delete it or we don't do it again for a while and here is the thing if i walk out of this office and three hundred people come up and pat me on my back and say good to see you hey i That's pretty darn good, right? But we judge because everybody else, oh, it's not a thousand views or ten thousand views. So those are the two mistakes I would say is if you feel like something helps somebody else, it doesn't matter how polished it is. It doesn't matter how well put together it is or how you even look. Put it out there and you'll every post that really took off and gave me a lot of mileage. I it was one I didn't expect. Every single one. I love that. What does consistency mean to you? Because that could be something different to a lot of people, right? So when you say you have to be consistent with it, what does that look like? And I know they can't all be held to where you're at because you're way further on your journey than other people, right? But if you're just getting started and you're trying to figure out how to find that groove, where do you start? What does that consistency look like? I would start, I'd cut everything out, whatever they're doing right now. And I'd say, you have to do three to five stories a day. Every three to four posts are personal and not about business or somebody else. Where are you going? Who are you meeting with? What are you doing today on the podcast? Right. And one reel a week, just one. And it can be a text overlay. It can be a talking head. It can be a carousel, like whatever it is, but in your feed at least once a week. And so I committed to Fridays every Friday morning because I knew the traction on the weekends was a lot better. And so every Friday morning I had an hour blocked out and I would record my own video and I'd post my own video, started doing that probably for six months to a year. And I said, you know what? I'm going to do two, two a week. And then I got to two a week and that's when everybody was like, well, you need to post a real a day. And I said, well, I can't do this unless I batch. And I tried to batch for the longest time by myself. Yeah. And I started realizing the time value of money and me not being the pro. And that's when I got my first videographer and I said, I need you to work with me. And if you're willing to work with me, I'll refer you to a bunch of other people, but I need you to kind of give me a discount, but I'll be with you for a long time. Amen. And I was with William for almost two years. Okay. And then that's when I wanted to change up, you know, but that's kind of progression to once a day. Yeah, yeah. You have to have a starting point because it's unrealistic for some to do that, especially if they're nervous about going live or nervous about doing the reels. And then all of a sudden it's like, okay, well, you want me to do it five days a week? I can't, right? So commit to one day a week. But the stories, and I love that you said that, show up in the stories and post you, your personal life, right? That's what you're talking about. Just the things that you're doing so people can get to know who you are and then you kind of move the advice or the hacks in between the family, the personal, and the people that you're celebrating. Absolutely. Absolutely. And here's the other thing. I'll put a number three is people are starving to know who you are as a person. But we're in such a guarded society because we see everybody else. You know, I met with a realtor on Friday and she said, you know, I want to be a luxury agent in Williamson County. But she said, along with everybody else. And I said, hold up. You used to be a high level prosecutor. You put people in prison for life. You won prosecutor of the year in two thousand and nineteen. You're a single mother of four who lost your husband to ALS. I was like, you have a brand through your stories. And she's like, well, that's so hard to tell. And I'm so proud of her because this weekend I saw her post something. And it's like. People are so scared of that, but this is what they want to know. They want to know that they're not alone and that other people relate to them. Amen. You know, it's funny you say that because I've been having a hard time. You and I talked about it in the green room before we popped on with our mediation situation, right? And I did exactly the opposite of what I coach all of my peers to do, which is to be vulnerable and tell those stories. And so I finally took the time to do a carousel, right? And put something in my story the other day. And the amount of responses was alarming, right? Just the amount of people that actually care. And that's what they care about. They care more about that because like you said, now you're relatable and you become somebody that they go, man, I'm struggling too, Devin. And man, you know what? Thank you for being vulnerable and honest about what you're going through because now it makes me feel more like I'm not alone, right? Right. So now you and the rest of your viewers And listeners take that and figure out how to do a reel out of it, how to do a carousel out of it. That's something I did about four or five years ago. Somebody told me, go back and pull your top ten post. Redo them or recreate them. I'm getting ready to do it. I'll share. So I'm going to start doing something where I'm doing something on my farm for one to two minutes, be real. And I'm going to take all my top twenty five videos and I'm going to have the text come on the screen. I'm going to voice record it. So I'm going to be doing things. And I think that'll increase watch time. But history. So if something like that really, really takes off, go out there and make sure that you write it down, put it in your notepad and do more of it. That's right. Well, Neil says this all the time. Success leaves clues. Right. Yeah. Go back and look at the clues. Look at the posts. Look at the history of the things that did well and perform well for you. And then just go out and recreate that. And don't get lost in the sauce, he says. We have these elaborate... My videos, yes, I've started writing more in detail, like financial tips. Again, that's going away, but less is better sometimes. And audience reactions and engagement is good. You know, you have got if you're going to grow your social media, not only should you get thick skin, you have to learn how to embrace the haters and learn how to learn how to poke them. One of my favorite things to do is when somebody's a side side mouth remark or a snide remark is I'll always go back and I'll say, I'm not sure what you mean by that. I'm not sure what you mean by that. It forces them to reply. Or if somebody's being really hateful, I'll be like, LOL with a smiley laughing face, right? Because that helps your algorithm, unfortunately. Yeah. what you're talking about is engaging with the comments good or bad and as you're mentioning when you're engaging with some of the ones that are a little more harsh uh it encourages them to con the antagonist right to continue down the rabbit hole which boosts the algorithm because it shows that there's activity on the actual uh the post the reel the carousel whatever it is and if you guys don't know what carousels are john you want to explain that because you do you do them very well uh what's up So a carousel is where you can show ten to twenty pictures. And what the formula has been rewarding is the fact that if you can put pictures up and on each slide be telling a story or teaching a lesson, And especially if it helps people, people like to watch it. They like a swipe. They get to see a picture and they're learning something. So your watchability is going way, way up. And carousels are really, really popular right now. But again, you know, our industry especially has this thing about where we see a trend about three months to four months after it hits. So don't be going on there and seeing some realtor that's been doing carousel and do the same thing because you probably won't get the results because it's kind of tailing off a little bit. Carousels do not need to be perfect photos. They really want, like I've been using a lot of childhood photos and stuff because people want to see that raw organic. So even if talking about money, you know, I could say, Hey, you know, here's how I bought my first five properties using a home equity line of credit, you know, leveraging everything, you know? I've seen those videos or those carousels. I've actually recreated some of those with just pictures of my kids, right? Just pictures of my kids. And those actually do really well. You know, what's funny is probably my best posts that I've done in the last three, four months have all been carousels. They're outperforming my reels every time. Yeah, they're great. And the only thing I don't like about a carousel, because look, vanity metrics are vanity metrics, right? We don't want people to like say, oh, you know, he's got X number of followers. I don't really like having three hundred twelve thousand followers like that's not something I enjoy. What I would rather have, what I'd like seeing is the comments in the DMs. But the thing about carousels is nobody can see how many people have viewed them. But I'm just like you, like those carousels at the top of my page, three point five million, one point one five million and two point two million. And they're all carousels. So like go in there, see what I did. And man, I will literally sit in the sauna. Those three posts, right? Well, the exception is the one that says start here. But my other two posts, how to pay your child, fifteen thousand seven hundred fifty in the IRS. Can't touch a dime of it. And how the wealthy turn vacation is a tax write offs. I created those just sitting in the sauna and I picked ten photos or photos. And then I use chat GPT to help me organize it. And I copy and paste, copy and paste. I also like those posts because there's giving these tips to people and telling them what I don't even charge in them. And the amount of people that want to tell you you're wrong is it's mind boggling. Right. So be prepared for that. You know, I've had people call me a scam artist. You know, you're writing off your vacations. I've had people say they're going to report me. It's like, whatever, dude. I know my intention. I know my heart. And it's to help you. Amen. Well, you know, it's funny you say that. I was going to ask you, Holmes, what's more important to you, the education, the consistency, or the personality? Definitely personality. Your personal brand is the most important thing you can have. I didn't have a personal brand until about four years ago. Your personal brand, if everything goes away, will keep paying you. You know, I shared with you, like, I didn't make a lot of money off my brand. And I just started four or five years ago. You are the brand, first of all. Like, Cap, that's all just ancillary. You are the brand. People knowing you and hearing that story over and over and over. But now, like, I could probably pay my basic bills off just my brand and my affiliates every month. But it didn't start overnight. And the brand will find you. You don't find the brand. Right. right and for me it was just i was trying to force it i was trying to be the compassionate capitalist or hope dealer all the time and like and i was whiteboarding with chris doe and chris is amazing and we were sitting there whiteboarding and trying writing stuff out and all of a sudden some of my friends and the mastermind went to lunch and they said cap we're going to lunch and he said what they just called and i said cap they've called me that ever since i was a kid and he just went like this he went He goes, that's your brand. And I told him that my family came here in nineteen twenty six. Our name was Plisky and my grandfather spoke Yiddish. And when we stepped up to when he stepped up to Ellis Island with his five kids behind him on a boat for two weeks, they just gave us the name of the family in front of us as Kaplan was, you know, created and established in nineteen twenty six. So it's not the brand I would choose for myself, but everybody else chose it. That's huge. Well, and, you know, I was hoping you'd tell that story because you told it on stage a couple weeks back. I've actually retold your story on the morning show and with my team as well just to help influence them. And I actually went back and did a rebrand because for me personally, I've always been known as Dubu. My last name is Dubu. People can't say it right. And so I have Dubu on my vehicles. My wife has it on her car. Dubu. So I'll tell you how it happened. Yeah. So I had a customer who reached out and she was like, is Mr. Dubu's there? Right. And my employees loved it so much. They just kept repeating at the office. My wife overheard. And she's like, oh, that's it. That's it. We're the Dubu's now. She went out and got the license plate. We're the Dubu's. We tell we introduce ourselves as the Dubu's when we go out. And you were speaking a couple of weeks ago and I was like. I'm changing my brand to Dubu. Like that's what it is. That's what it is. It's who people know me as. And so I'm Mr. Dubu and we go by the Dubus and we have branded merch too, man. So that's so cool. That is so cool. But I know you're a car guy too. And I'm a car guy too. Yeah. you know that's the one thing that's is it's a little hard to be like this is my brand and i'm going to put it on a shirt people are like i'm going to call myself it it's a little awkward but you get used to it but my license plates on two of my cars i've got um i got a cap k-a-p r-a-t so cap rate and then i have on my other car i literally have cap k-a-p-r-a-t-e cap rate And so like the more you can use it and if you build a brand that people start asking for things, then you know you've done something. I still think it's so weird. People are like, can I get one of those cap hats? I'm like, why would you want to wear my name on your head? But we wear NFL players jerseys on our back as a grown man. Why can't they wear my hat? Right. A hundred percent. Well, you know, I, I used to be the Dubuque team back in the day and literally it was uncanny how many times I'd be out in public and people like, Hey, I want that hat. I love that brand. And I would literally hand out hats. I had them in the back of my car and I'd be like, Hey, here you go. You can have it. And it threw me off just like you. You're like, man, I'm honored that you want my name and you want to support the brand. I still have people that wear those things and I'll bump into them. And they're like, man, I just love, I love the look of it. But I've changed the way that I do business. And I think it's more important to go by who I am. And that's why we transitioned to the Dubu's. But guys, here's the deal, man. Sean, I appreciate you taking the time. And I know we're already three past. And I know you've got places to be. So I'm not going to keep you on here. But if you want to check out Sean, you want to learn more about how he's building his content and how he's helping others. He's got the social, the content creator social at CCUSocial.com. Go over there to CCUSocial.com and jump on that platform. If you want to learn how you can build your brand and build a business out of social media, because that's, quite frankly, I mean, the man does hundreds of millions of dollars in volume. He's got a billion-dollar brand. And now he's got an amazing social media brand as well, and people know him all over the place. He's cap. So, Sean, brother, I appreciate you stopping in today. And I just want to know, for law officers that are listening right now that feel behind, What would you tell him, man? for people that are feeling lost and maybe behind right now, you're only one conversation from it changing your entire business and your life. But you have to put yourself out there and you have to do things that make you uncomfortable. There's eight billion people on the planet. Some will, some won't, so what? But you're looking for that next person that can take you to the next level. Sit at higher tables, be around bigger conversations and be a little bit more humble and ask lots of questions. Amen. Great advice. Great advice from a great man and a mentor of mine. Sean, thank you so much for being on the show again today, brother. I appreciate you so much. And guys, like I said, go find him. If you're not following him, you're probably hiding under a rock. But go check him out. Check out his channel and everything that he's doing, man. This guy is just a, what am I looking for? He's the guy in the industry that we all look up to, man. He's the mentor. So, Sean, thank you, brother. Thank you guys for stopping in every single week. I appreciate you for being here and being a part of this community. And we will see you on the next one. Until then, have a great week, everybody. You've been watching Loan Officer Success Live, where real strategies meet real success. Don't forget to subscribe now and share it with your teammates and keep leveling up because your next breakthrough starts here. If this fired you up, don't just watch success, go out there and build it.

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