Why do mortgage brokers feel stuck after people download their lead magnet?

Most mortgage brokers create a lead magnet expecting it to generate mortgage enquiries automatically.

The assumption is simple. Create a guide, share the link, and wait for enquiries to arrive.

In practice, that is not how it feels.

What most mortgage brokers experience instead is a gap. People download the guide, but nothing happens afterwards. No conversations start. No mortgage enquiries follow. The lead magnet exists, but it does not influence behaviour.

This problem does not usually exist because the guide is badly designed or poorly written. It exists because the lead magnet is built around the wrong purpose.

As a mortgage business coach, this is one of the most common structural issues I see when reviewing mortgage marketing systems. The asset exists, but the system around it does not.

Why does the mortgage lead magnet problem exist in the first place?

The lead magnet problem exists because many mortgage brokers create one without understanding why they are creating it.

Lead magnets are often built because brokers are told they need one. Courses, consultants, and online advice frequently position lead magnets as a requirement for being a “serious” mortgage advisor.

That creates pressure to build one, even when the purpose is unclear.

In reality, many mortgage brokers operate very successful businesses without lead magnets. There are advisers earning strong, consistent incomes purely through referrals, reputation, and local presence. A lead magnet is not mandatory.

However, when lead magnets are used correctly, they can be highly effective.

The issue is not whether lead magnets work. The issue is that most mortgage brokers focus on the asset itself rather than the system that makes it work.

Why do mortgage brokers focus on the guide instead of the system?

When mortgage brokers decide to create a lead magnet, most of their energy goes into the document.

Time is spent on Canva design, wording, formatting, and branding. A landing page might be built. The guide looks professional.

What is often missing is clarity on three key areas:

• How people will discover the lead magnet

• Why someone would want to download it

• What happens after they download it

Without traffic, positioning, and follow-up, a lead magnet cannot perform. Publishing a guide without a system does not attract attention on its own.

This is one of the main reasons brokers conclude that lead magnets “do not work”, when in reality the system was never built.

Why does the obvious lead magnet solution usually fail?

The obvious solution in mortgage marketing is to create a downloadable PDF.

The most common example is a generic first-time buyer guide.

On the surface, this seems logical. First-time buyers exist. They need information. A guide feels useful.

The problem is that creating a PDF does not change behaviour.

A guide does not automatically create urgency. It does not signal readiness. It does not mean someone wants to speak to a mortgage broker now.

A lead magnet is an exchange. Contact details are traded for information. For that exchange to happen, the perceived value must be high and the relevance must be clear.

Generic guides rarely achieve that.

Why does a lead magnet download not mean a mortgage enquiry?

One of the most misunderstood aspects of mortgage lead magnets is intent.

People who download guides usually fall into two categories:

• Active prospects who are within a buying or remortgage window

• Passive prospects who are thinking ahead

In mortgage advice, passive prospects are far more common.

Someone may download a guide in [city] because they are curious, planning for the future, or researching options. They may be six to twelve months away from taking action.

This does not make the lead low quality. It makes the lead early.

The role of the lead magnet is not to force an enquiry. Its role is to maintain relevance until timing changes.

Why does interest fade without a follow-up system?

Without follow-up, interest fades quickly.

A guide is downloaded, skimmed, and forgotten. The mortgage broker disappears from the client’s awareness.

This is why follow-up matters more than the download itself.

Mortgage advice has long decision cycles. Seven-day email sequences rarely align with real buying behaviour. Effective mortgage marketing systems require long-term nurture.

From a mortgage business coaching perspective, this often means a structured 6 to 12 month follow-up sequence that educates, reassures, and filters.

The system exists to ensure that when the prospect becomes active, the broker is already trusted.

What do most mortgage brokers misunderstand about lead magnets?

The biggest misunderstanding is believing the job of a lead magnet is to push people to book a call.

That is not its primary function.

The real job of a mortgage lead magnet is to keep passive prospects connected until they are ready.

Mortgage brokers who chase immediate enquiries often struggle with inconsistency. Those who focus on nurturing six to twelve months ahead usually see stronger pipelines.

Urgency without trust creates resistance. Trust built before urgency creates choice.

This distinction explains why SEO-driven enquiries such as “mortgage broker near me” often have high urgency but low loyalty. Lead magnets should aim for low urgency and high trust.

How do lead magnets fit alongside local SEO and Google searches?

Local SEO and lead magnets serve different roles.

Local SEO and Google Business Profile optimisation attract people who are actively searching for a mortgage broker in [town]. These leads often convert quickly but may shop around.

Lead magnets attract people earlier in their decision-making process.

Together, they create balance.

Mortgage brokers who rely only on search often experience price pressure and lower loyalty. Those who combine search visibility with nurture-based marketing typically see stronger client relationships.

What should a lead magnet do when it is working properly?

When a mortgage lead magnet works properly, it does several things at once.

It solves one clear problem for one specific type of client.

It positions the mortgage broker as calm, competent, and trustworthy.

It filters out people who are not a good fit.

It leads naturally into future conversations rather than forcing them.

A strong lead magnet does not try to educate someone on everything. It addresses a specific moment or concern in the process.

Why does one problem for one client matter so much?

Mortgage clients are not generic.

A first-time buyer, a buy-to-let investor, and a remortgager face different decisions and anxieties.

Effective lead magnets focus narrowly. Examples include:

• Five mistakes first-time buyers make before offering on a property

• Documents you need before applying for a mortgage as a self-employed borrower

• How buy-to-let lenders assess rental coverage in 2024

These topics are specific. They solve one problem. They signal relevance.

Broad “mortgage guides” rarely achieve this.

How does tone affect whether a lead magnet builds trust?

Tone matters more than persuasion.

When lead magnets feel desperate or sales-driven, trust drops. When they feel calm and informative, trust builds.

Mortgage clients are sensitive to pressure. Education delivered with restraint signals confidence.

This is why well-structured mortgage marketing systems focus on consistency and clarity rather than urgency.

What usually goes wrong when brokers try to implement lead magnets?

Several common issues appear repeatedly.

Topics are too broad, making the guide forgettable.

Information is over-explained, overwhelming the reader rather than guiding them.

The guide is published once and not integrated into ongoing mortgage marketing activity.

Without repetition, promotion, and rhythm, lead magnets remain invisible.

This is why mortgage brokers who consistently reference their resources across content channels tend to see better results. The system compounds over time.

Why does clarity outperform creativity in mortgage marketing?

Clarity beats creativity because mortgage decisions are emotional but cautious.

Clients want reassurance, not cleverness.

Simple frameworks, clear explanations, and practical guidance outperform polished design.

Tools and platforms can accelerate production, but relevance matters more than appearance.

The lead magnet exists to support the system, not replace it.

Why does follow-up matter more than the lead magnet itself?

The lead magnet opens the door. The follow-up builds the relationship.

Email sequences, educational content, and re-engagement create familiarity. Familiarity builds trust.

This is where mortgage business coaching often focuses, helping brokers design systems that operate consistently rather than relying on sporadic effort.

What is the simplest next step for mortgage brokers starting with lead magnets?

The simplest next step is to identify one question clients ask repeatedly.

Build a short resource that answers only that question.

Measure success by conversations started, not downloads collected.

When clients reference your material during conversations, the system is working.

Why do lead magnets only work when attention exists first?

A lead magnet cannot generate interest in isolation.

Attention must exist before someone downloads anything.

This attention can come from content, search visibility, local SEO, or education-led platforms.

Mortgage brokers who want to understand how organic attention feeds into lead magnets often explore longer-form educational resources. Deep-dive explanations around mortgage marketing systems can be found across channels such as YouTube, where structured content supports this long-term approach.

Understanding how lead magnets fit into a wider system is what turns them from static assets into working tools.

BELOW IS THE FULL PODCAST TRANSCRIPT ON THIS TOPIC

 Most mortgage brokers expect a lead magnet to 📍 generate inquiries, gonna create a guide, gonna share the link, and you're just gonna wait for the leads to pour in. That's not how it actually feels in practice. All right. The gap between having something people download. And having people actually move forward is where most brokers feel stuck, not because they've done it all badly, but because mostly magnets are built around the wrong purpose.

Okay, so let's be clear about what we're gonna unpack in this deep dive video today.   📍 📍 Okay. We're gonna look at why this problem exists, why the obvious approach doesn't work, and what actually makes this work properly. As a mortgage advisor,  we're gonna look at the seven most asked questions around this really deep dive.

Pull it apart so that your lead magnets can actually start to work and generate you results.

  📍 📍 So the first question we need to ask is, why does the lead magnet problem exist in the first place?  Because it absolutely does. You see most brokers create lead magnets because they are told they need one. There are coaches, there are consultants, there are gurus out there telling you that if you don't have a lead magnet, are you even a business?

And I'm gonna tell you right now, it's a load of crap. You that does not matter. There are many people out there. Many, many advisors. In fact, most people I work with who don't have lead magnets and are still doing very, very well, there are lots of advisors. Some of you listen to this. I guess you, some of you here are making six figures and you don't have a lead magnet and you are fine.

Okay? So that's the first thing you should do. A lot of people are told they need one and then, but they don't have one. And they're told they should have one, but they don't really know why. And then it becomes this fomo and it's a bit like the Emperor's new clothes. Now we're saying that lead magnets are great.

I have them, they work for me, they work for a lot of my brokers. And when you use them correctly. Absolutely, they can be wonderful. And that's obviously what we're gonna unpack in this episode. So you know when to make one, how to make one. And what to avoid is the whole point of this. But yes, you don't always have to have them.

I think the big one is brokers create them 'cause they're told to. The other thing is that the focus, when they do make them, goes massively into the asset itself. Then actually the system around it. So when it comes to lead magnets, the system you need is things like a, you need to know how you're bringing people into it, how they're gonna download it, and then what's gonna happen once they download it.

And a lot of the time nobody thinks of that and they just think about spending hours on Canva, making it look nice, and then maybe having a nice landing page, but then go, oh, no one's coming to it. But if you build it, it's not, it's not like a build it. They will come if you build it and you don't have anything to attract people to it.

They won't come, you'll get nothing from it. So you have to make sure that that's probably the thing you fix. And this is what I see. A lot of people get very wrong with it and then they'll go, it doesn't work. And the other thing then is what happens from that is it turns into a checkbox exercise. See this in general across the board with brokers, is that they have this list of things they need to have in order to, they feel they need to have anyway in order to be a successful advisor and a business owner.

And that comes to like, oh, we need to be on social media. We need to have this, we need to have that. And one of those things is a lead magnet, and then it becomes a box exercise rather than a useful tool that is built in that we actually use. You see, for me, I use it and I get people download my lead magnet every single day, and they go through my nurture sequence every single day.

But that's because it's a tool. It's a valuable piece of, of, um, well, a valuable tool, a valuable piece of AR is architecture. Trying to sound smart. There's a valuable piece of an asset in my business that's working for me, that's effectively it. But if it was just to, I need a guide so that I'd make so I can tick off a box, which I think a lot of people get to.

No, that's not a good idea.

 Which brings us onto the second question,   📍 📍 which is why doesn't the obvious solution work? Then?  You see obvious solution in this space absolutely. Is create some sort of download guide, create some sort of PDF document checklist, put it out there. You know, first time buyer guide is normally the one I see a lot.

First time buyer is a niche. The guide is the one that's the one we see people. I've got a first time buyer guide. Okay? So let's unpack why that doesn't always work. In fact, it's nearly always not going to work. So the first thing we have is creating a PDF on its own doesn't change how people behave. So when you make a guide, it doesn't meet all of a sudden make people go, oh, I know I need it.

And remember with the lead magnet, you're trading information. You're trading contact information. You're trading an email, you're trading a, a phone number for this thing. So it's gotta be good. So it doesn't change the way that people. How naturally they don't always want it. They have to feel like drawn to something and, and have a value for it.

So creating A PDF is fine, but creating something that draws them into doing it, that needing it is the thing you have to do. That's the bit that people get very, very wrong. And there's loads of examples of how we do that, and I'm sure I'll impact them more. You see someone downloading something as well.

That's another thing to remember why it doesn't always work, is that someone downloading something doesn't mean they are ready to inquire. In fact, really opposite the people who download these guides, they're gonna fall into two categories. They're gonna have what we call active prospects and passive prospects.

Active prospects are people who are ready. Now, passive prospects are people who are not ready. Now, the best example of this within mortgages is very straightforward. Active prospects, they are in their six month ready for remo or they're ready to buy or move house. Passive prospects is, they're not in those six months ready.

They're not in the remortgage window and or they've not got a deposit ready to move house. That is a very clear divide. So if you've got people downloading guides and the guides are positioned well, ideally. This is where brokers get this very wrong 'cause they think I want the leads now. But actually ideally you want the pre ball download and who are not ready yet but are thinking about it in the future.

So someone downloading it doesn't mean I'm gonna inquire. What it normally means is I've got this level of interest, probably not very high, but enough for me to. To want to get it, then it's more than about the stuff you put on the backend, the email marketing, the re-engagement that then makes you the choice when they actually get a mortgage.

And the other thing you have to remember, which is what I say there without follow up interest, is gonna fade almost immediately. So if you don't have some sort of backend email, text message, some sort of system that keeps them coming back and following up again and again and again, then that guide will disappear.

Just disappear. So people download it, they'll get it, and it's gone. So you need to make sure that there is follow up within it. The system has a follow up thing. So when I work with brokers, one of the things we look at, this is like a 52 week, so early one year follow up sequence to anybody who downloads a guide minimum, because that's gonna give us enough time to actually see 'em once a week and, and keep saying, Hey, do you need mortgage help?

Do you need mortgage help? That type of stuff. And most people, they don't have that. They might have a seven day onboarding sequence 'cause they've 'cause the person who's taught 'em that has watched a webinar on it or been on a course and gone, this is how you make funnels for general people. But what our industry is not general, it's financial services, it's regulated advice and it's also the buying behavior is very, very different.

So we need a like a year long nurture sequence for it to really work.

Which brings me on to question number three,   📍 📍 which is what do most mortgage brokers misunderstand about this whole thing?  You see, the first thing is they assume that the job is to sell or push people to book in. Okay. They assume that's the job of it, and as I've said before, that's not the job of a lead magnet.

The job of a lead magnet is to take somebody who is a passive prospect and stay in touch with them. That is the job. Not to try and push them to get them to book in a call right now. And I think this is something that most mortgage brokers, if they could get their heads around this on in general, of not wanting immediate fast leads, they would clean up.

That's it. That's genuinely it. The secret source to having an abundance of leads is focusing six months a year beforehand. So everything you're doing is to nurture them six months to a year in advance. If you are constantly trying to catch them when they're ready, you are, to be honest, you're never gonna fix it.

It's just awful. It's just a bad thing to do. So actually, the real thing is, is knowing that all these systems, all the marketing, the social media, none of this stuff is designed and should ever be designed to capture someone. Now the only thing that's gonna capture someone like that now is search like Google.

Google, like, um. SEO. So like, you know, Google reviews and mortgage broker near me, that type of stuff. Um, which you'll get, but you get low quality lead in regards to like loyalty. But you'll get, you'll get high intention, well, they say high intention and low trust with lead magnets, that's not the goal. The goal is to get this low intention, high trust.

So not high intention, low trust, or high urgency and low trust. What we want is low urgency, high trust, so we can build it up. So when they need you, you are the only person they talk to. So in reality with that, what that means is the job of these guides and. The subsequent stuff around it is to educate and more importantly, filter.

So you are trying to educate them, but you're trying to filter them through so they know what to do and how to contact you when they need help. So it's an education and a filter. Also known, by the way, as a funnel. And everyone says that's what this is, is a marketing funnel. You are building that you are funneling people and filtering people.

So the right ones go where they need to go, and the wrong ones, one wrong ones. Go away. Okay. And a good lead magnet, as I've said, there should put the wrong people off as much as it attracts the right ones. So controversy is a really good thing around lead magnets. With that,

which brings us to question four,   📍 📍 which is what does this actually look like when it's working properly?  So when lead magnets are all up and running, when the system around it is working correctly, it can do a number of things. So the first thing is it can solve one clear problem for one clear type of client.

That's what it should be doing. So in other words. One lead magnet for one client types. So if you work with first time buyer and you have, let's say you work with all type people, first time buyer, buy to let remortgage, you're a general broker, which is absolutely great. You're a generalist broker. You've got the remortgage, you've got the purchase, got the buy to let, got the bad credit, got the self-employed, got the, got the first time buyer.

Well, you are. Guide your lead magnet should solve one problem for one type of client. You can't have a general mortgage client. It's not, they don't exist, so if you want, it needs to be something, the top five mistakes the first time buyer makes, or five things the first time buyers should do before they put an offer in on a house.

Six tips to get your offer accepted. When you are buying your first home, you see that's first time buyer specific needs to be there. If it's buy to let, five ways that you can get a really good deal on your buy-to-let property, these are the things that you wanna be looking at that are very clear for one problem, for one thing, so that the one problem with the first time buyer, one that one there would be the problem is getting the house making an offer on the property.

So how to make an offer on a property as a first time buyer. Great example of a really good lead magnet, not first time buyer guide. First time buyer guide is super broad, and it's too, it's, it's, it's too, too far. One problem, one thing the documents needed when you buy your house, these type of things. One problem, one client.

The other thing is it positions when it works and it's actually working, right? It should position the broker as calm, competent, and trustworthy. So in other words, you don't look erratic. You're not going, please come work with me. You look very competent that you know what you're doing. They want to trust you and want to work with you.

That's what will happen. If it's done right, if it's done wrong, it will feel pushy. It will feel salesy and it will feel like you are desperate. And by the way, they can smell it on you. If desperate brokers, you wreak, you can smell it a mile away. I see it all the time. Like when people are like, they're thirsty, man.

They don't stop. They just want, they just and And you're like, chill out. What's really interesting is it's that whole treat of mean, keep 'em keen. If you slow down, keep 'em calm, you'll do well. Okay? And that what it does do, the whole idea of this when it's working properly, is it should lead naturally into a conversation.

So it should naturally be that the next viable step from these lead magnets and or the, the, the emails as well, they should be. The next thing you really should be doing is speaking to me when you do it like that. You'll get people to book in when you are constantly pressuring them, you won't. And if you emailing them going every day, like, can you, you know, book a call, book a call.

There's one guy in our industry who will not be named, who when run, when running a campaign will email you like four times a day to the point where they have to block him. Um, and it's, that's just something you've gotta be very aware of. That's not a good idea of using it. It's, it might work short term, it will turn people away.

And make your name mud in your industry if you do that. So we wanna make sure it leads naturally to a conversation, positions you as calm, competent, and trustworthy. You will do well. It solves one clear problem. You'll, you'll clean up if you do it like that.

  📍 📍 So then question five is, what usually goes wrong when brokers try to implement this?  So what is the things that go wrong? Well, the first thing is they make the topic too broad, like I said, and then when it, when it's so broad, what happens is it becomes useless because when it's, there's the whole thing of if you try to speak to everyone, you speak to no one.

It's exactly the same with that. That's a first time buyer guide. That's a home mover guide. These guides are so generic. It's like speak to a mortgage broker, then go and view a house, then go and put an offer in, then get your documents ready and you're like, what on off? Is that like, it's rubbish. It's absolutely rubbish.

And, and for some reason we think this is a good thing. And I'm sorry, by the way, if any of you are listening to this, are watching this and going. Well, I do that. And if you do, um, stop, stop. Take one of those things in the process, make it to one client and then just dial it in and, and just focus on one part of the process.

So if it's the speaking to a mortgage advisor, what's the five, five red flags you should look at? Look for in a mortgage advisor. Those are great one. Okay. So these type of things. The other thing is they overexplain, this is what goes wrong when they try to do it. Overexplain it instead of guiding. So they go really deep into the over explaining and this, they see this a lot where they're like, and I've said it, it's about education and filter, but it's not about teaching them.

You know how to pass the Cmap exam. It's not about that. You're not, they're not trying to get a degree level in mortgages. And there's something about this, and by the way I'm saying this because as a recovering person who's like this, is that priding ourself on going, when a bro, when a client comes to me when I was a broker, I'd be like, when a client comes to me, I know they are fully informed.

No, no, no. Your job is not to make them fully informed. They get overwhelmed. Fully informed equals overwhelm. Your job is to make it streamlined. So they need to know the bits, they need to know, and they feel that they're in a good set of hands that the person they're paying me when I was the advisor, you, when you are now the advisor, that you have all the skills and, and, and skillset.

To make those decisions for me and that you are just telling me the cliff notes, that's really what they need. Okay. That is absolutely the biggest thing. The other thing that goes wrong when the brokers tried to do this is they publish it once and they never build it into any rhythm of marketing or promotion.

The publishing of the actual guide is one thing, but you have to actually. Promoted to market it. If you ever look at any of my stuff, you're gonna see it all over. Comment this and I'll send you this guide, comment clients, and I'll send you my retention guide, comment marketing, and I'll send you my five.

You know, things to build your authority like this, constant all the time. Comment this, comment this. Every post I post, pretty much nearly every anyway, has some form of link back to these lead magnets constantly trying to get you into my nurture ecosystem. That's how you should be doing it.

  📍 📍 So the number six is what actually matters most when you're making it.  You see the first thing is clarity is gonna beat creativity every single time. Like I said around the beginning, do not spend loads of time making loads of creative content. I actually, the one I use for this, I use, um, go to chat, GBT, put a load of information in there.

Get like some ideas of a title. Six things you need to do with this, whatever it may be. Get the idea, then create it out from like, so you fill out the outline, make it yourself. And then all you have to do is chuck it into something like a great piece of software is something called Gamma. I use Gamma for mine.

That's an AI generation one. It will generate the ideas, put them into like PDF downloads. It's wicked. It'll take you like 10 minutes. It's not very long, and that is gonna be every single time because the idea is there. It's more about the information in it. Can it be the shortest type of information, more than.

The actual and like put into a way that's very easy people to understand, which any of my guides, they're all AI generated obviously. I'll clean 'em up, I'll go through them, make them right. But the, and the information is not AI generated. The information is me, but the actual physical asset is AI generated from preset prompts and the software.

You wanna look at that, it's called Gamma. So, and it is Gamma Do a or Gamma app, I think is the name of it. Or Gamma, it's G-A-M-M-A. That's gonna be really, really great. The other thing is relevance matters more than production quality. So again, similar thing, how relevant it's gonna be super clear to who it's helping and then super relevant to their situation.

If that's relevant, it's gonna be way better than some really great produced piece of content. If it's lovely and, and nice or the creative bit is, it's trying to be, you know, out outgoing and different. Again, you don't want these things. You just want a minimum viable product that the customer downloads, that you get the guide that then sends 'em into the email sequence.

That then gives them real value in education to filter them through. That's the goal. That's the whole goal. Don't mess around with anything else. That's it. And then the follow-up system matters, like I said, more than the actual download itself. Way more. The download itself is not that important. What's important is the stuff that comes after it.

Does that add value? Is that making them and pushing them further down the line in order to make an informed decision about working with you or building up their skillset so they can get a better result? That's what you want to be focusing on. That's what matters most. It's not the guide itself. It's not how pretty it is.

It's not how great it is. It's all about the process. That's what people miss and that's the stuff, like I said, the gurus and the, the people out there are not telling you because that's the stuff that's hard to do. The other stuff takes a lot of time and it's can take a lot of time and it can be tweak it and make it look pretty and make it do that, but actually what we should be focusing on is all the other stuff.

How are we gonna get it into people's hands? That's the bit you need to focus on.

 Which brings us onto question seven,   📍 📍 which is what is the simplest next step if a broker wants to control with this?  So the first thing is start with the one question clients ask you again and again. That's it. So that's the next step you have to think about. Okay, so then first do that. So start with that question.

Think about that question. Think about what that would be then. Build something that answers just that question very clearly. Something that is just broken down. Five is really good. Top five mistakes of stuff, but build that question down to that one thing, and then measure success by the conversation started not by downloads, collected.

Okay? So when people talk to you, when you wanna measure success. Measure it on, not by the downloads, but when people start to come and speak to you, they'll go, oh, that guide. They'll start to talk about stuff with it. That's what I would say. So focus on one thing that's really, really, really clear. You know, people ask you all the time, very, very specific, but you won't be searchable.

And then build something that answers that, and then. Once you do that, like I said, keep a track on what comes up in conversation. If people start talking about it, chances are it's working. That's what happens to me. People will bring up my metrics, my tracking systems. They'll be like, oh, this is what I've downloaded.

That's because I downloaded the guide, and I know that that's what you're trying to be looking at to do here. That's the whole point. So don't get too caught up in the, in the weeds around making these, if it's first time by a guy too broad, it's gonna suck.

 Now the main thing you have to remember with this though, is lead magnets only work if you get attention in the first place. You have to have people coming in who are even gonna download the guide and download the lead magnet so they can get into the email sequence. If they don't do any of that, it's never gonna work.

So if you wanna learn how to generate leads organically without introducers or ads so online. On your own that then funnel people into something like a lead magnet. You wanna check out my deep dive video on screen right now, which is the last episode I did, which is breaks that all down, give it a click.