Mm-hmm.

And so what ended up happening was I was like, "Well, I shouldn't waste time with the company brand.

I need to go build personal brands for all of our loan officers," like 300 of this brokerage.

And so I put together a program, which was we'd go write scripts for these loan officers that let them talk about the things they were experts in.

We take those scripts and post them on their social media.

We turn some of that content into ads, and then we go share that content on all the platforms that mattered, and let them build themselves as authority in their local area.

And so we set up this very manual, tedious system to do this, but the loan officers loved it.

[chuckles]