So to kick things off, like what are you seeing in the market right now working for loan officers when it comes to like media and marketing?

Yeah.

So, oh my gosh, I see a ton of things kind of transpiring in the social media world, right? So when you're on social media, what I'm seeing is a lot of changes towards more humanized content, right? People want to really get to know the human behind the brand and not just the brand itself.

And I think where a lot of LOs mistakenly think about brand, they're like, oh, it's brands right you are your own brand right if you are a loan officer you're your own brand like you are marketing yourself even if you're with a company even if you own your company right so you know you own your company you're still the face of your brand and people want to get to know you and so it's the same thing for loan officers and that it like it's a huge shift that i'm seeing in social world right You know for sure in the AI space how beneficial and how much AI has transformed over the past, I don't know, even what, two years, not even? I don't even know how old ChatGPT is, like not even two, I feel like.

They just had their first anniversary.

So the AI world has already transformed so much, but on the social side, We're kind of seeing that teeter back, like the pendulum swing back away from the AI space because so many people are like, I'm on social media for the human and the human connection.

And that's what people want.

And so you've also got this aspect of like the foundational referral based business that you have in a mortgage company is supported now with your AI presence and your social media, which is also what makes it important.