Richard sits down with ALG directors Billy Farrell and Paul McFadden to talk about the power of social media and how it’s a must have skill in today’s property world. How we connect, how we communicate our message, how we source the best deals, how we create the best business relationships, and how we do business in property effectively and productively. The number one tool for all these requirements is Social Media.

  • Why you MUST be on social media if you truly want your property business to succeed…
  • Be the lighthouse rather than the energy expending Tug Boat, when it comes to sharing your value online…
  • POTUS & Putin & Obama – a controversial look at the very different ways you can express your value and share your message on social media…
  • The art of saying more with less. Listen in as the guests discuss mastering the art of communication via social media for your property business…
  • LinkedIn for business; Facebook for personal. The must-know strategies behind how and where to share your value, who to, and where…




Richard – Hello and welcome to today’s episode of This Week In Property. Now in today’s show we are going to be tackling a subject that on the face of it doesn’t sound like it’s going to tie into property and that is the two words ‘Social Media’. How on earth can that tie in? Well I think we all know that in today’s world that is something that impacts everything in life and definitely everything in our business lives and to get stuck into that topic, let’s find out who are guests are today. I have two of the directors of Ashton Lloyd Global with me today and they definitely know about the skills, the benefits, the pitfalls, the dangers, the risks and everything in between when it comes to social media. We have Paul McFadden, hello sir.

Paul – Hello, how are we?

Richard – And we have a fellow director Billy Farrell, hello Billy.

Billy – Good to be here Richard.

Richard – Good man, so Social Media. It’s two words you kind of just throw away and I suppose it’s one of those simple terms that can mean a thousand different things to a thousand different people. We through personally, through business, we’ve always bounced back and forth about it, arguments about it, talks about about it, you know mad thinkings about how it’s going to turn around the future because that’s obviously something we’re quite fascinated in.

We listen to podcasts ourselves of course as the listeners are doing just now and we love these chats about different scientists, people in the Google factory and people who are evolutionary biologists who are trying to figure out where is all this going. These Amazon people, these Google people, these Elon Musks’ of the world know where on earth that it’s going, we’ll jump into that part of the puzzle no doubt and see what weird and wacky things are inside your imagination.

But where are we just now when it comes to Social Media and if the listeners are listening in and they’ve got the perspective of I need to transform my business, I need to launch my business, I need to improve my business, I need to scale up my business. What are the automatic choices that should come into their head first of all?

Billy – Okay, so let’s just take a broad overview of the topic in general.

Richard – Brilliant.

Billy – So, if you’re not appearing on Social Media, then who are you? There’s a very simple way of looking at it. Social Media gives everybody the opportunity to be seen and be heard, sometimes it’s not a good thing either, as I was saying on an earlier episode ‘The great thing about Social Media is that it gives everybody a voice, the bad thing about Social Media that it gives EVERYBODY a voice’ and some folk haven’t necessarily earned the right to have that voice.

Richard – To use that voice.

Billy – To use the voice, to have the voice, some folk would be better listening before they start talking and learning a few things and experiencing it but anyway the point is that in days gone by, back maybe ten years ago, like .SCO was the big thing, everybody would be pushing on Google to get ranked for different things and that was great but nowadays when you go on and search for something, what you’re finding more often than not, you’re finding a path that leads right back to somebody’s podcast, someone’s Social Media presence, somebody’s profile and if you’re not on there but your competitors are on the level that we are talking about this show for property investors, if you are not out there then people don’t know who you are.

It’s like school Richard, if you are at school and people know who you are, you’re a positive voice, you know you’ve a got a reputation, good, bad or indifferent but people know who you are, then people know who you are. If you are a wallflower hiding in the background and you’re too scared to step up then nobody knows who you are and therefore the opportunities go right by you and they go to the people who are the good, bad or indifferent but who are vocal. Does that make sense?

Richard – Totally. Do you find that yourself Paul?

Paul – Yeah, for sure. I think the big thing with Social Media is that you need to look at it and treat it as a tool, a resource because at the moment, the younger generation by far are utilising all the different platforms, keeping up to date, really going with it and this is maybe a generalisation here, a lot more older folk who are in business, you know they are using their Social Media, their Facebook and stuff as maybe just their page you know to socialise with friends and family. But there has got to come a point when you realise if you’re not on someone’s Social Media and Billy talks about this all the time, I love this when he talks about, you know your Social Media is your shop front.

You know back in the day when websites and the websites are still very relevant this day but back in the day it was all about websites, you know show me your business cards, your website on your business card.

These days it’s different, you know when you’re at networking events and connecting with people, they turn round and go you know where’s your business card and if you do swap business cards, rather than your website, you can have your website of course but then you’ll have your Social Media connections as well because with your website to keep that up to date constantly and it’s just too difficult, there’s too many moving parts but with your Social Media and someone connects there, they can follow along, they can hear your voice as in you posting, you connecting with people and also when I revert back to what Billy said and talks about it being your shop front, what do people see?

You know and if you look at it as a tool, a resource then you can almost dictate what people see, you go out to a networking event with someone whether it’s Facebook, LinkedIn and/or the other Social Media platforms, what do they see when they come there, who are you positioning yourself and are you using it as a tool for business, then you have an opportunity to communicate to those who you are connected with and hey you might do business with them in weeks time, five weeks time, a couple of months time or so forth.

Billy – Do you know this a topic that we could go into a lot of rants about.

Richard – That’s good.

Billy – You know a lots of rants.

Richard – That’s totally fine.

Billy – Which we’ll hold back a little bit right but, where Social Media is likely the most powerful tool in your arsenal right now online, most folk are doing it wrong, I mean drastically wrong. Okay so I go into my LinkedIn this morning and LinkedIn by the way is a massively powerful tool, massively powerful but most folk have no idea how that is the case and if you go into your LinkedIn inbox like I did this morning all I found was pitch after pitch after pitch, people messaging me, “Hey Billy, have you thought about this, have you looked at that?” “Hi Billy, here’s all my skills as a developer, can you use them?” and you know what, some folk would argue, hey that’s what LinkedIn is for, for making connections, is for getting to know folk, yup but it’s still a fecking cold pitch right and I tell you like a kind of metaphor, a little story we tell at the events about the tugboat and the lighthouse.

Richard – Yes, this is what I wanted to pick up on.

Billy – Yup and it’s broad enough in that you’ve got the tugboat and you’ve got the lighthouse and both of them serve similar purposes is that it’s to keep ships safe. The tugboat goes down into the water and it takes a beating, it requires power and it requires man power, it gets battered back and forth, it has to haul, push, pull big heavy ships, there’s a lot of work, a lot of effort and a lot of energy expended. The lighthouse stands tall and shines its light, it shines its light and other people see it at a further distance, now most folk are tugboats, they’re pitching, they’re pushing, they’re pulling, they’re messaging people, they’re promoting, they’re making all this noise in an effort that hey listen if I just keep making a lot of noise I’ll be seen.

It’s like walking into a nightclub, here’s the example, it’s like walking into a nightclub, looking for someone to go home with you, walking and shouting “Right, who wants to go home with me, who wants to go home with me?” Eventually you may wear people down enough that you’ve got somebody who is really drunk at three in the morning that goes home with you but meanwhile you’ve turned off every single bloody person who could’ve been somebody you would introduce to your mother, but no because you’ve burnt those bridges, you’ve made yourself look like a ficking amatuer and that’s just no good for anybody.

Back to the example, the lighthouse stands strong and shines its light, in other words, rather than pitching and pulling, how about just being a thought leader on Social Media, how about being somebody who is a perceived authority in your subject? Who not only shares authoritative posts and content on it as you do but also little life insights, other good content that make other people see you, you’re the lighthouse and then they want to come back because they’re drawn in by that light to work with you. I know what side I want to be on, I know what side takes the most energy and I know which side produces the biggest results.

Richard – Definitely the lighthouse, Paul you’re definitely one of these lighthouses when I see you online, these posts that Billy is talking about sharing insights, some of them have been very personal, some of them very much from your business experience which is vast, how do you go about that? Do you have rituals? Do you have morning rituals that you kind of dig into stuff? Give us a kind of walkthrough.

Paul – Yeah, it’s a common thing I hear, is that when I speak to anyone is how do I come up with content? What do I put out there? Well the truth of the matter is that everybody, well maybe not everybody.

Richard – Remember those voices.

Paul – Maybe not everybody..

Richard – Those Billy was talking about.

Paul – Yeah, for sure, but let’s face it we have got stuff to share, we need to understand that we do have value you know and it’s not as simple as just picking up some random quote that you’ve heard then you’ve shared and that, you know that’s fine but if you truly want to be a thought leader like Billy is talking about, then come up with some of your own content to share and stay in your own lane, don’t be a jack of all trades and just throwing all sorts of stuff out, you know be seen as the person that sticks in their lane and shares content, so what I do in the morning, I know a lot of people get great success doing this as well and the reason I do it in the morning is because it fires me up and gets me going for the rest of the day and that is my morning study.

So I always have my morning study, the study that I am learning, either listening to a podcast, you audio, maybe I’m watching something and maybe reading a book that’s relevant to the content that I want to consume that’s right for my business and where I am at rather than you know, reading lots of stuff and listening to lots of randoms stuff, I like to keep it focused in because it keeps my content for Social Media focused as well, it allows me to speak to the audience that I want to speak to and realise that when I put stuff out there, there will be people that like to listen to me, that like what I’m putting out and connect and that’s the people I want to talk to.

I need to realise that a lot of the stuff that I share won’t be relevant to the masses and that’s fine you know and you need to be okay with that and you know hey I’m going to throw his name in here, this is going to be a bit controversial, we’ll throw in the President of the United States here right, now we’ve got your pal Richard.

Richard – Donald Trump, the POTUS.

Paul – Yeah, now listen he is hated by pretty much 50% of his country, maybe more you might say, but he is not afraid to put stuff out there, okay cause he knows he is going to have people come against him, people not going to like. So a totally different extreme, from one extreme to the other but for myself I realise that I need to put content out and realise that people who want to hear that stuff, that’s the people that I need to be targeting, is that also there’s going to be people that don’t like some of the stuff that I share and I need to be okay with that as well because that holds a lot of people back, but really to come up with content to just pull it back. If you do your morning study, half an hour, fifteen minutes, half an hour, you know where I get my study from is a journal, so not only do I just study and then I don’t go and study and I just get on with my day.

I actually journal my key insights and my thoughts and that could be thoughts and insights from a paragraph or just a couple of minutes audio and it forces me to really come up with something and then I just get my thoughts down and I spend a little bit of time, whether it’s the same moment or later on because again my Social Media is scheduled to go out in advance because I want to keep on top of it and disciplined with it and make sure stuff goes out there and sure there’s some moments where I’m inspired to get it out especially if it’s topical, you know something is trending but again, I pull it together, I say okay well how does this message, this key insight for me that Paul McFadden’s getting, how can I get that message out, my insight and share that with my audience and that allows me just to reign it in a little bit and get content out there and I find it when you have a morning study.

It fires you up, it gets you going for the rest of the day, your mind is just wired and ready to go but people think that Paul, well how can you come up with content? Just try half an hour 45 minutes bit of morning study, do your key insights and I’ll guarantee you, that you will have so much content, that you don’t know what to do with it.

Richard – Gotcha, now Billy, Paul touched upon a wee thing there, that reminded me of a phrase you’ve used a lot and that’s ‘Post When Inspired’.

Billy – Yes

Richard – So is that something that is really relevant? Is that a key?

Billy – Yes, now here is the thing about study, a lot of folk get study wrong, right and you might debate this point Richard, I know you’re one of the read a book a day type kind of thought folk which is fine. Me personally, my preference is find some mentors that you relate to and then master their content and apply their content to the point that you can prove that, that works or you know that you can make that work. Now when I read for my morning study, I’m not interested in trying to grab multiple things from multiple people, I want to find A mentor and I want to study.

Does that mean ten minutes of a good book every day or thirty minutes of a good book before bed or read a chapter of a book every day or any of this kind of pop culture, self help bullshit that we hear? No, it means that I could read a paragraph and if I get an insight from that paragraph, the kind of insight that punches me in the face, then I know I’ve learned something and that right there, that is what is getting turned into my interpretation of that thought and shared publicly, that is how you do it.

Now Paul said about DT, big Trump right and you’ve got a lot of people like this out there who stir up a little controversy and I think the danger for a lot of folk in property, cause listeners loop this back right, a lot of folk in property, the danger is that they’ll see this and they’ll listen to some folk who say “Oh controversy is good, you know there’s no such thing as bad publicity, let’s just get things out there, let’s stir it up” That’s not what Paul’s saying and that’s not necessarily the case because you’re not actively going out your way to turn folk off, you’re just being the absolute truth of you, you’re being who you are and because you’re being who you are that will naturally turn folk off, in fact if you’re not getting abuse from somebody, you’re not being your best self from my mind right, but you’re not going out to turn folk off, you’re not actively trying to stir things up, you’re just being you, you’re being straight and I think if you come from that place of inspiration, that place of genuine younis, then hey listen a lot of folk are going to relate to that, some folk will be turned off but that core group of people who are on your level, they’re going to relate to that.

Now I want to point something out here, we talked about the tugboat and the lighthouse, Paul talked about sharing content, we talked about sharing when you’re inspired, how on earth can you be the lighthouse and have folk come back and want to do business with you if you’re not actively promoting? I mean that’s a good question right but here’s the thing, it’s how you position yourself, for example, Have you went on to someone’s Facebook and you’ve seen a picture of them standing beside someone else’s Ferrari, what does that tell you? Paul spoke about the shop front, this is what I’m talking about, when someone is posing beside someone else’s Ferrari, all it says is that they don’t have a Ferrari and they probably never had because they’re still getting excited by the idea of a Ferrari.

Then you get other folk who are tagged in some random picture, drunk, lying on top of a bus stop on a night out one night, what kind of picture does that paint of that person? Hey that’s real life but we don’t need to have it on our shop front, our shop window. Somebody shares a quote, “Nobody is going to hold me back” you know “Anybody can succeed”, “Screw the Haters” all this sort of stuff, what are you saying? You’re telling people you’re at the start of your journey. So when you’re putting out your content that Paul is talking about, people are going to come back and look at you and if you are the perceived expert at what you’re doing, as Paul said stay in your lane, then folk are going to want to do business with you.

Now I’ll give you an example. One of our groups called Your Property Jumpstart on Facebook, outstanding group and what we found on there, is this lady came in and she posted. Now we approve all posts or deny them before anything happens and she came in with this big pitch about tax, now it actually made sense, it was a good pitch and she appeared to be someone who knew what she was talking about when it came to tax but because she technically spammed our group, which was not requested, was unsolicited advice, it was our place to give our people advice, the post was deleted and so was she.

Whereas, if she had taken the lighthouse approach, what she would of done is contributed to the conversation, thrown in her opinion on certain things, been an active key member in that group, the lighthouse and then what would happen? If she was doing that, do you think Richard, some folk might of looked at her, “Do you know what, she seems to know what she is talking about, I am going to go and look at her profile and find out more about her.” Do you think that may happen?

Richard – Definitely

Billy – And when it does, if she has everything set up so that people see her as the expert in that topic, they will then go on to do business with her.

Paul – Yeah, it’s the difference between the short game and the long game and that’s why I feel, there’s too many people out there who wants instant gratification, I want it now, I want the result. Social Media can give you quick results, no question. However, where Social Media is more powerful and Billy can maybe touch on this stuff, is your consistency to get stuff out there, you know being seen in the market place, I always talk about this, when you want to build momentum.

So when you build momentum in something, you know there will come a point when you’ve got that pin point when the previous momentum, the previous consistency of whatever the action have been that you’ve been building up will just push you forward to the point where you can’t hold it back, the results will just come flowing in, that tipping point is hit. But most people, they’ll start, they’ll get excited, it’s like the first of January, you know, your New Year resolution is that I’m going to lose some weight.

They’ve went and bought in all the healthy stuff, their fridge kitted out with all the greens and the healthy smoothies and they’ve bought all the new gym equipment, they’ve got the gym membership and then they blow out, they burn out within the first couple of weeks, if they get that far and then they’re back to square one.

People do this with Social Media as well, you know they’ve all got good intentions and they jump in at the beginning and maybe they pitch and don’t get a response and what they should’ve focused on is get the content put out there first and warming people up to them, doing what Billy suggested, you know if that woman had just went in and contributed and done what Billy said there, then it would be a different story and the short game in that case is the pitch, its contributing to the group, be seen for a week or two and the response it should of got off the back of that would of been second to none. You know people underestimate the business that can be done on Social Media if it’s done right.

Richard – If it’s done right.

Paul – For sure.

Billy – Now Paul’s just saying there about her going in there and being a voice in the group, what that doesn’t mean and what Paul is not saying here is go and join 500 property groups and try and be a voice in all of them cause that’s not being a lighthouse, that is being the tugboat, that’s going in there and being everyone’s kind of whipping boy or whatever.

You’re doing a lot of work, a lot of energy, it’s tugboat stuff. That group which was going to be an active burst of energy for a week, that would have been her opportunity to share. So what Paul is talking about here is your public profile, about sharing publicly and again, having a blend of authority posts on the subject you’re talking about, the occasional indirect pitch thrown in for good measure every few days and sharing your key insights. But then when people do come back to look at you, what are they going to see?

Are they going to see you quoting about, you know, how you’re going to be successful, great, you’re telling me you’re not, pictures of you posing beside someone else’s Ferarri, great, you don’t have one or pictures of you, you know, out on nights out like I was saying. What are they going to see? Are they going to see somebody who is a worthy investment, somebody who is credible or are they going to see somebody who is not or somebody who bitches, moans, is negative. We see a lot of folk who are negative and they don’t perceive themselves as being negative, but they’re complaining, they’re moaning, they’re talking about other people. Listen, that is not the way to success, not once on these shows do you hear us whining and bitching and moaning and complaining and saying that we are better than other training companies or other podcasts, other networking events, not once and we never will. Because you need to be a class act.

Richard – Yeah.

Billy – Think about, think about the most credible people in your world, do you they bitch and moan? Do they talk about other people? Or are they a class act? Are they somebody who you actively want to be involved in and have in your life?

Richard – Yeah.

Billy – I mean somebody walks into your room Richard and they just remove the positive energy in that room and they haven’t even opened their mouth yet, we all know those people. Equally we know people who walk into a room and the room lights up, they haven’t said a word but the room lights up. The same thing is true of Social Media, people are bringing their energy to it, where does that energy come from? It comes from their content, their attitude, their demeanour, their pictures, are they a class act or the exact opposite?

Paul – Yeah, even employers these days are asking on CVs or interviews, what’s your Social Media handles?

Billy – Or they’re going and finding it first.

Paul – Or they’re going and searching. I know we do that, when we look at anyone to come in because our brand is important and we need to make sure that people who join our business is representing the brand well because this is true, it’s so true. Whether we like it or not, you need to get with it, this is what Social Media now is.

We can either, you know, fight against it and I mean it’s hard, you know we talk to people all the time, again I’m generalising here, it’s the older generation who haven’t embrace Social Media, who don’t want to embrace Social Media, you know are still getting with it and they need to realise that if they don’t they are getting further left behind, it’s like they are running around with a Nokia phone, they do the job, sure, right they probably last longer than iPhones, that’s for sure but it’s not giving you the full resources and accessibility as a current phone would do. I look at Social Media, you’re either dabbling, you’re not using it at all, some people are trying to use it but are being the tugboat and then very few, very few are being the lighthouse.

Richard – Quick opinion checks for yous, played the Trump card earlier, okay so he used Twitter obviously, so I would say very very effectively over his campaign. Now that he is POTUS, the President, what is your opinions on what he is doing now, should he be carrying on? Is that a bad thing? Is it a good thing? Is he using it wrong?

Billy – Okay so, I don’t think we are in a position to say whether he is using it right or wrong, right.

Richard – I just thought I’d ask yous, just wee thoughts.

Billy – Donald Trump was an absolute evil genius when it came to building up that presence, which got him to the White House, you could say. Now that he is in there, he’s actually acting like a bit of a buffoon in my opinion or it’s yet to be seen that he is a genius and we just don’t see it yet.

Richard – We’ve not seen the final

Billy – So my honest, ambiguous answer that I’m saying here is, I genuinely don’t know, I think it’s yet to be seen but in my mind he is damaging his credibility. The same tactics that got him into the White House shouldn’t necessarily be the tactics he employs going forward.

Richard – Got you, Paul, go with that?

Paul – Yeah, no I totally agree, I like people who use their voice, Trump is one example of the extremes where he should almost have a filter and he doesn’t have that and being in the position he’s in, listen I’m going to throw in another name that people think oh controversy again, you know, Putin. I actually genuinely think he’s great, you know the funny thing is, the world cup next year is in Russia and this is how ignorant we are and hopefully my wife never listens to this okay.

I’m trying to read to Alexna last night, cause you know Costa Rica, they’ve now qualified for the World Cup, Scotland unfortunately, we never, anyway, I said how good would it be if Costa Rica and Scotland got in the world cup and we both went to Russia, I mean you know, took the kids and Alexna turns round and says “Is it safe there?” Is it safe there? Oh My God! It’s one of the safest countries in the world, you know but what are we get this whole idea, the perception that because of what’s happening with the States against you know Russia, you know Putin is a bad man and all this kind of stuff.

Billy – The Evil Empire.

Paul – It’s crazy but some of the videos I’ve watched and how the leadership skills that he has and how he puts himself over, you know in terms of interviews, it’s a class class act, how he puts stuff out on Social Media and then you’ve got Trump who just mouths off sometimes, I’m like oh my god, show me the class act.

Obama now you could say this could be proper friction and arguments with anybody listening, you could probably arguably say Donald Trump has created more change in his short term than what Obama has done is 8 years, you could arguably say that he’s done that right? However, when you look at both of them, Obama was a proper class act, how he put himself out there, everything he done, so we pull it back to Social Media, you want to be a class act, sure you want to be, you know stand your ground with your opinions of course you know, there’s a balance there.

Billy – That’s what I was about to say to you there, am I right in thinking is there a balancing act between the two because as much as Obama is a class act, it’s fucking false, it’s a front, it’s a Hey here’s me with the orphans, here’s me with the care home, here’s me looking good for the camera and waving to everybody, you know it was too soft and nice, it’s the usual political crap.

Oh god, now we are getting into it. He used the public persona, he’d want you to see. Whereas Trump for all his faults, he is being real and you’re actually getting to see the real human being which either makes you love the guy or hate they guy.

Richard – Got you.

Paul – Yeah, the challenge is, is that when you go, you lean too much to one side and it’s the extreme point, you’ll turn people off. You know there is certain people I follow on Social Media and they are very vocal and to the point that I’m like I 100% agree with that post and the next one comes out and I’m like wait a minute that’s just turned me off a little bit, that when you pretty much know you’re at one extreme, you do need to stop pleasing, stop being a people pleaser.

My mentor Dan Pena, the 50 Billion Dollar man, he talks about I don’t have the recipe for success but I can give you the recipe of failure and that failure, the recipe for that is to please everyone, be a people pleaser . So it just doesn’t work and you need to realise, when you’re putting Social Media content out there you will upset some folk. Regardless to how, if you want to say, PC you’re trying to be, you do need to swing, not to the extremes but a good 70 maybe 80% every now again. You don’t live in the extreme but be prepared to go there sometimes.

Billy – So we know who Wayne Dyer is?

Richard – Yes.

Billy – Wayne Dyer is a phenomenal Spiritual Leader, very well known in personal development and Wayne Dyer was once going out to do a very controversial talk. I’m paraphrasing, let’s say there’s 4000 people in the crowd and one of Wayne Dyer’s aids said to him, “Wayne, you’re going out to talk about this controversial subject, are you worried what they’ll think?” and Wayne in his infinite wisdom says, “ Okay, so when you say am I worried what they’ll think, what are you referring too?

Because what I can see is 4000 different sets of upbringing, 4000 different sets of programming, 4000 belief systems, 4000 different sets of life experiences, 4000 different sets of ultimate different beliefs, I mean should I be worried about the collective whole or should I be worried about every individual or should I just not talk?”

Richard – The other option yeah.

Billy – I love that.

Richard – Because he can’t give 4000 different speeches, so yeah that is a fascinating thing to think about. So the listeners, listening in they can you know, pick up on things, you know be the lighthouse other than the tugboat, they can think about if they are not active, they should be. I suppose we can look at these people who are the extremes, like Putin and Donald Trump, how do they behave?

How do they put themselves forward? Obama as well of course, that kind of thing. You also mentioned photographs earlier on Billy, the guy against the Ferrari, how important do you see the visual aspect when it comes to Social Media? Is that a big thing?

Billy – Okay, just before I say that, you mentioned something there that Paul actually asked me to talk about earlier on. Consistency.

Richard – Consistency, right.

Billy – You can’t go on Social Media like the gym at the start of the year and just make a bit of noise for a couple of days and go “This doesn’t work”. You know what you need to do, you need to go on and consistently post every single day. Don’t do it for the benefit of anybody else, do it as your personal download, use your online profile as your journal with the occasional direct pitch thrown in every few days for good measure but take people on the journey as Paul always says.

You’re on a journey, if you’re out networking, doing different property related things, you know take people on that journey, share that so people can start to build up an idea of you, that you are somebody that is involved this area and that is so damn important. Now the visual aspect on that front of course is vital, do you know what. Pictures tell a thousand stories or says a thousand words.

Richard – Tells a thousand words, yup

Billy – Nah, I think it tells a thousand stories, I think that one picture, this is something Pauls says, don’t post lots of pictures of something you were at, just post one that sums up your experience of what it was you were at, one high quality picture. Think about it Richard, if your Social Media is your shop front and people look in, are they going to see something that is out of shape, uncoordinated out of alignment? Are they going to see something dusty and old or are they going to see something nice and polished?

Richard – Yeah.

Billy – Your photos, don’t put up fuzzy pictures, don’t make your profile picture you and ten of your pals on a holiday so nobody knows what one you are, have a bit of class, put up images that paint a picture of you. Now this doesn’t mean that you should try and fabricate who you are, equally people follow people who are going somewhere and if you seem to be living a good life then people will want to follow you and plug in but you don’t lie, you don’t tell tall tales, you don’t try and make an impression that doesn’t matter, sometimes just really good quality pictures that capture a moment are all that’s needed to tell people the story that you want people to hear.

Richard – So there’s an authenticity about it as well? That’s key?

Billy – Absolutely but at the same time you are also very conscious of what you are doing. It’s like when you start your journey, if you’re going out to meet a potential investor or somebody, let’s say somebody that’s got some money there, they’ve got nothing to do with property, they want to put money in and they’ve got in touch with you because they’ve saw your Social Media, and you drive a 2004 banged up old Toyota Yaris with 3 doors, part rust, part silver right.

You’re not parking that at someone’s front door, you’re not pulling up outside Costa Coffee, leaving that car there while you go in and try and pitch for one hundred grand, that’s not going to happen right. So equally online, don’t put your banged up Toyota Yaris on the picture, have a bit of a class act and have other things in the background that don’t necessarily, you not trying to say that anything belongs to you but you’re just painting an environment that show people who you are and what you are all about, if that makes sense?

Paul – Yeah, I think it’s difficult, the more I speak to people when they turn round and say, “Well should I be doing, you know what I see everybody else doing and posting the fast cars, the holidays, the private jets…#

Richard – The private jets…

Paul – Come on, listen the funny thing is I joke, I mean we do training things all the time, we’ve got our academy, we speak to people, we’ve got the privilege of speaking and having our voice out thousands of people, which is great. And hey you could say we have a big lifestyle, you know or what not but we’re family men.

I mean that’s the truth of the matter, for me, my perfect day or time is spent with my family and I don’t want to bore everybody with constant pictures of family, in fact I probably already do that. But the truth of the matter is that you just need to figure out how do you, like we’re recording a podcast right now, so what’s the perfect picture, if you find yourself in that situation where you’re doing something that’s relevant to your business, get a cool picture of it, fire it up on Social Media and it just paints the picture and shows what you’re up to, what you’re doing and this is it.

It’s just getting it out there but the same time as well is that written stuff is just as good. So as much as the visual stuff is there which is great, some people feel comfortable to get on camera and do a video recording, yeah with Social Media these days you can post on all platforms, Billy let’s touch on LinkedIn in a little bit and why it’s different from Facebook because I know you cover that a lot, because I think that will be relevant for people on here because listen Social Media.

You’ve got certain mediums that work better but LinkedIn is just phenomenal for business, it’s seen as business, so you wouldn’t necessarily put family stuff or what you’re up to stuff on that but the written stuff can be just as good. Now you’ve got the likes of Facebook live if you’re bold enough to just let the camera roll and just chat and open up and talk, again you know, you’ve got to get comfortable with this because you know some of the stats I’m seeing is that by 2020 it will be less written, less email, it will be more visual.

Richard – More visual, right. In video rather than still? Right.

Paul – Sorry, yup more video content as much as we’ve got the YouTube and we’ve got all this stuff already that exists, it’s still apparently based on the statistics of what’s changing that’s why that LinkedIn even allows you to share video, that’s why Facebook are growing that side of their business, they’ve got their own version of snapchat for quick videos and Instagram which is just photos have now got video. So they know that video is the way forward, you know it really is.

Now you’ve got, you’ve got so much you can be using, there’s so many platforms out there but the point I’m saying is get comfortable forget about being perfect, you know write some stuff, put it out there and realise that who you are today, the core content you’re sharing today will be completely different a year from now and the best point is to start now and one of the things that I always talk about is that you’ve got two choices, one is that you can start becoming social right now to the audience you’ve got right now and realise that you’re going to get people to come up against you, people that will say “Well I don’t agree on that” people who will want to comment, make fool of you, depending on who your contacts are, who your network is right, you’re either going to get that now or you can start in six months and get it in six months time or in two years time.

So the point is, start now then start filtering out and what will happen is from six months from now, a year from now, three years from now, you will be speaking to your audience because your audience will come to who you want to be rather than trying to fit for everybody else, don’t do that. That goes back to staying in your own lane, sharing what you want to share, don’t try and accommodate everyone, you know just get your voice out there and almost use social media as a place to journal if you want to put it that way and if you do that you’ll attract the right people and then business of the back of that, being the lighthouse will happen.

I mean, our inboxes are jammed, I mean I’ve not looked in my LinkedIn inbox just yet for today but I guarantee when I look at that on Monday morning, easy over a hundred messages, easy without question and that’s without me doing any direct pitches.

Richard – Yeah.

Paul – And that’s the strength of putting content out there and being consistent and hey was it like that on day one of LinkedIn for me? Hell no. I was lucky if got one inbox, so in my inbox so for me it’s I had to get started I had get to get going along, I had to be pushing this and then the compound effect like I mentioned earlier on will start to kick in place, so get started on it, just go for it and hey be bold enough to get the videos out there at some point, you’re going to have to.

Billy – Now Paul, you’ve asked me to touch on LinkedIn there and the difference. So a couple of things I want to say of the back of what Paul mentioned, we could talk about this all day, we could talk about it all day and all night but we’ll come to a close shortly. So you asked about the visual aspect first right, now I put a message on my page a while ago, 9th of September. “Sometimes the greatest clarity in business comes several hundred miles in daily life and business…” and then I put a picture up of the mountains up in Glen Coe.

Richard – Nice.

Billy – Now there’s no business stuff in there, there’s nothing overly laid on there, some folk feel the need that when they post something on Social Media that they over elaborate to try and make their point, try and get good with saying less, sorry, try and get saying more with less but be good at getting a strong message across and focus on one message when you’re putting things out.

Now there are multiple platforms available, you have got so many different choices, here’s my advice, pick one or two and master them, become an absolute master of them and not all platforms are relevant to all people and some people might debate me on this, that’s great, I would like to see what the returns are off the back of their Social Media of course if they are even tracking it but Facebook and LinkedIn are by far the two biggest platforms for us when it comes to the business.

I mean if our market was like 18,19, 20 then we would be absolutely rattling it on Snapchat, on Instagram and other platforms like that but no, it’s a bit more of a mature crowd, so LinkedIn is an absolute goldmine, a goldmine, it comes down to everything we’ve said here, most folk who add you on LinkedIn will go and find you on Facebook because they like your content and that’s why they come to your Facebook, being your shop window, make sure everything is nice and tidy and in line to paint that picture and to build that credibility and share some family stuff, share some personal stuff, use that platform for what it is and also mirror your LinkedIn content but your LinkedIn itself that’s a business platform/

Richard – Right.

Billy – That’s a business platform and when you’re on there, share your insights with confidence, make sure you keep adding folk and bringing up the numbers so that people see you and your reach is expanded but LinkedIn is a great platform to make sure, it’s not an online CV, it’s a vision of you.

Richard – Right.

Billy – That’s how people can find out who Richard Swan is.

Richard – With a business lens.

Billy – Of course.

Richard – Yeah, right.

Billy – But you don’t go and share pictures of your family, your daughter’s birthday and all that on LinkedIn.

Richard – You’re keeping that on Facebook and is that, is the powerful of the personal part in Facebook, does that lead into the whole business idea of you buy from people, are people there to see who the real you is, is that the kind of foundation of that?

Billy – Aye, definitely. I don’t think it’s maybe even conscious like okay, I need to go and see Richard Swan, the man and find out who is as a human being, I think that people just have a natural curiosity, oh I like what Richard Swan’s talking about, I’m going to go and connect and find out more of his stuff, if they like your stuff, they’re going to keep on looking and suddenly they’re in your world and when they’re in your world and your system, processes and profiles are setup to pull them in as business, which that is very important, then you’ll get their business if you relate to them as a human being, which is why as being yourself is important, you need to make sure you don’t go out your way to wind people up or you could have folk who would be investors or partners, etc. turn away.

Richard – And that’s why yous guys teach in such detail about these processes, these foundations when it comes to the academy, people going through the academy, you’re leading them by the hand after being through some examples.

Billy – This is an overview Richard.

Richard – Yeah, exactly.

Billy – We talk a little about this at Protege to give the guys a little insight but I mean our Platinum guys, our core group, we spend days teaching this, we’ve got online challenges on it for the guys, we never stop talking about it because it’s such a diverse and full on topic, you know. Anybody listening to this podcast right now can take in what we’ve started to talk about and go and start shifting gears.

Richard – Great stuff, right a few rapid fire questions just before we round up here. You mentioned about saying more with less, what’s your opinion on Twitter? Expanding from 140 characters to 280?

Billy – I think it’s a desperate attempt to keep the business going.

Richard – You think that’s what it is?

Billy – I don’t like twitter.

Richard – You don’t like it.

Billy – I think that for brand building and keeping a presence, a foothold it can be fantastic but if you look at some of the biggest characters on Twitter, unless you are an established celebrity that people want to follow, if you’re using Twitter to try and build up your public image then you need to be pretty aggressive with it, because Twitter is just this throw shit at the wall and see if it sticks type place, you’re following hundreds of people and you can get lost in the noise, particularly because you’re limited to what you’re putting out, that may actually be an upside but you are limited and you’re seeing folk who are industry experts who have made their name and established a foothold on Twitter, who are aggressive, they are aggressive, that there’s content going out multiple times per hour, a lot of it duplicate content and a couple of little twists here and there as well. We do use Twitter to keep that foothold and to stay in the minds of those who chose to follow us on that platform but I think with the limits that are set, there’s much easier ways of doing it.

Richard – Right.

Paul – Yeah, that’s the key part there, is that LinkedIn has been responsible for seven figures for our business without a shadow of a doubt, LinkedIn and Facebook not far of it as well, so with that point of view it’s easier mediums to use, with Twitter it’s almost the platform for consumption and you almost need to live inside Twitter and be active and constant because if you go and refresh your newsfeed on Twitter, i mean there’s hundred of tweets and how can you possibly keep up with that unless you are following key folk and you’re constantly tweeting and again personally depending on what you’re trying to get out there and what you’re doing I just think it’s a platform that can just consume you, take up so much time and there’s easier platforms.

Richard – You mentioned key people, who would you throw up as some as your personal examples of people you kind of like to see on Social Media?

Paul – Okay, so for Twitter as much as my profile is active and stuff, I don’t use Twitter to keep up to date with who’s who and who you should follow and things, i do so on Facebook and LinkedIn. So I like, I mean I’m fascinated with your Elon Musks, your Mark Zuckerbergs, you know your Jeff Besos.

Richard – Are they good users of Social Media? Like what we’re talking about? That kind of angle?

Paul – No.

Richard – You’re just fascinated by the people?

Paul – Yeah, from your question there. I’m fascinated by those minds, that’s the people I follow, tune into and listen to. For those who do follow the whole Social Media that we’re sharing, what we’re saying, you should look at Gary Veryrchuk, as much as I am not in agreement with this whole you’ve got to work yourself into the ground, work 100 hours, you know if you’re not doing 100 hours then you’re not going to make it, that’s a false belief that I bought into in my early twenties and I realised it’s not about the hours you put in, it’s what you put into the hours. So that’s a big thing you know. However he’s relentless, he’s constant, he’s got a voice, he’s putting himself out there.

Richard – He’s got that consistency you were talking about?

Paul – Yeah, so he’s a prime example and some people post a lot, way too much, but they have a following to do that.

Richard – To get away with it.

Paul – But other folk, there’s some great people out there, that’s, you know most of the people that’ve come through our programs, they know how to go out there and put themselves out there and be the lighthouse and be seen and I think that’s seen by the business that they get and not only that but by the people that follow them because they are putting their voice out there, they are being prepared to go there and be consistent with putting stuff out.

Richard – Billy, last question. Where is this going? Where do you see Social Media going? Loads of great podcast interviews we’ve listened to about artificial intelligence and Google glass devices inside your eyeballs and all sorts of stuff and constantly being able to track you, see where you are, is it the truth and all this sort of stuff. Any ideas of how it’s going to unfold at a technical level?

Billy – Okay so let me dance on the word technical there and come back to you at your actual broad point right. People don’t get overweight because of the food there that’s available. You become overweight through food over consumption.

Now I think where diets concerned, you don’t become dumb because there’s so many different things you could focus online, you dumb yourself down by information over consumption, it’s a massive distraction and I think that as much as I’m not going to even pretend to be a voice of authority on the direction of Social Media what I know is what exists right now and biggest bit of advice I can give people listening is just as we are talking to you about being that lighthouse and putting things out, I recommend you drastically limit what you take in because when you get out of your bed in the morning, if you’re anything like most folk, you sit on the edge of the bed and you’re messing about on your Social Media, you know you’re listening to the radio or you’re watching the telly, you go out the door and put petrol in the car and there’s an add on the petrol pump, there’s ad screens in the petrol station, there’s magazines, newspapers or billboards, radio..

You are getting bombarded with adverts from the moment you wake up and in my world I like to dramatically limit what comes in so that I’ve got more mental energy for the things that matter to me, which is why I’ve unfollowed every human being on Facebook, I recommend you do the same and I follow and keep up with those who are relevant to my goals and my life. So i’d recommend that if you want to use Social Media properly, you be the lighthouse and turn off as many distractions as possible so that you are the one pulling the business in rather than being the one that’s being pulled into other people’s business.

Richard – Nice one, I like that. That’s a perfect way to end actually. So the power of Social Media, everything we’ve spoke about and yet one of the key things is actually deduction rather than addition of new stuff, I like that Billy fantastic. Well as I said, we will be wrapping up today’s show and I’d like to thank our guests on the show today, who have been two of the directors from ALG, Mr Billy Farrell and Paul McFadden, if you would like to connect with any of those gentleman then all you have to do is go to and you can check out the show notes for this episode. Now there’s two other links I want you to write down dear listener.

We’ve got and you can check that out for high level networking events in your area and if you are starting your journey or if you are wanting to take it further then head on over to and you can check out all the resources there. So from myself Richard, that’s all for today, thanks for tuning in and we’ll see you in the next show.

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