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MSP_POD_NLP

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yes. so with the deposit bonds, people would make property purchases and they would...
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would take up a deposit bond with us, and then it might be that they've purchased the property that's not due for completion for two years. and then-
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24 months later, they come back to us and they say, "what do i do now with this deposit bond?
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because i need to settle." so that's where we started getting into the home lending side of things. and my business partner, david, he had a
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mortgage manager at the time and that's the step into lending.
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okay. so what did you personally start doing at this stage? did you change roles from knocking on doors and selling to something else?
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look, i became the underwriter for a long period of time. so i got caught in the detail of underwriting the bonds, because
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yes, we'd go out together to pitch the case, initially, but then someone actually has to underwrite the-
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technical side, i learned it and it was when we started the online business, i was the online lending business-
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... hire a tech firm to build a complete online platform for you, that's, i'm assuming, designed to bring clients who need loans.
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it's actually just like your clients. we just built a website. and we told the story on our website and we got smart about how we got eyeballs.
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it was about understanding how to get eyeballs to our site. and then once we got eyeballs to our site, it was about how do we convert that business and
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have those conversations with people who want to engage with us so that they then want to fully convert into a loan application?
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and rate city, canstar, home loan finder, help me choose, infochoice, this was early, around those early
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down loans, so that we could qualify for canstar five star ratings. and because we qualified for those ratings, and also because
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our price was so sharp, because we didn't have branches, we didn't disseminate our products through our mortgage brokers, we just simply offered them direct,
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these financial comparison sites would rank us. and it gave the perception, i think, to many people coming to those financial comparison sites,
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almost like a third party endorsement from those comparison sites.
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right. so you really leveraged that trend towards using comparison shop.
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that brought you a lot of your audience. is it fair to say that most of your initial online business came from that comparison sites?
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yes, absolutely. it did. and it continued that way for a very, very long time. and it served us well, that strategy.
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now, i'm curious for anyone who's listening into this, because comparison shopping is something that's becoming common in a lot of industries,
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is there any tricks you can share with us on how to rank well in those sorts of things? is it just a case of having the lowest price?
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or like you said, getting yourself the right kind of badge of credibility to make sure people choose you?
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i think it's important to establish relationships, and also consistency. a lot of these comparison sites really... ...
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we built solid relationships, i think, because we were consistently there. and so that obviously meant revenue for the financial-
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comparison site, but it also, they could be relying on us to deliver consistency, which is what they wanted to be showing to their...
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they're very well known. so we were a challenger brand. and being this challenger, the underdog, if you like, we had to position ourselves that way.
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and i think it resonated with a lot of people. a really difficult time was during the gfc. when the gfc...
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[inaudible 00:03:18], all of that was difficult. there were players that were pulling out of the market. we had to get really lean and mean.
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... continue to believe in this, is that for there to be good competition in the market, there needs to be a healthy-
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i can still imagine it would have been challenging, it's always challenging to go up against such large companies. but can you take us forward, heidi, with a stake custodians, then, so you-
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... did, is we made sure we developed a broader content strategy. and this is where it is really important to... ...
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comparison sites because new competitors were coming into the market. so a big part of our play was to look for
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an investor so that we could expand beyond just being able to...
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when we sold the majority ownership in the business in 2011, what was appealing for that is, it allowed us to... ...
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... not just grow organically, but to have more serious growth. because we could invest in a broader content strategy, where we would do the-
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videos, and the podcasts. and we would be really looking, at that point, in becoming an expert positioning, putting out the content so that we could
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google analytics and you saw where did people come from. they came from all over.
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okay. so you became a content marketing...
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... completely different clientele to me. i don't know, it's something about financial services, it just sounds so serious compared to helping people
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deal with acne or all the various types of people i talk to in blogging. but, at the end of the day, you're using the internet just as we are.
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... say on what your comment was, i think having the personality in the brand worked really well though, because yes, you'll rise
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... at the financial services industry, it's all very serious. but i think for state custodians, a big success has been and continues to be, how personable it is-
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up. and because everybody these days, as you know, is a publisher. and so you actually have to deliver an exception-
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... and valued delivering for them an experience that was worthwhile, them becoming advocates for their business, for our business. and-
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so how do you control the customer experience and make it personable? is it a case of a training process for hires? or, i mean-
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sales team, like our frontline team talking to consumers, where regional, up near newcastle. and the advantage of that is
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that the price point that you could get seriously qualified impressive characters, who would
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be able to have fabulous conversations with people on the phone, it was attractive. and it
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certainly, rather than having a call center in the cbd, in one of the major centers in australia,
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being regional, we had lower costs. and at the same time, we didn't make our costs so low by going off shore. so
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people really had those significant interactions with our sales team, who were impressive characters. i mean, they might've been qualified financial
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planners and accountants. so it was, like i said before too, yaro, it was about recruiting people with the right attitude... ...
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who you are as a sales person, because you basically bring your own story into the conversation. but, i think at the end of the day, it was having people with the-
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clearly, you're becoming a media personality at the moment, with radio and tv. was that a conscious choice? then you're no longer-
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... radio and television, and i really enjoyed that process. and i really did love being at an advocate
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for something i really believed in. and i suppose, given that when we sold the business, and part of the terms are...
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i had to think, yaro, what do i want to do? and as i said to you earlier, i do believe in following what you're passionate about.
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and i had to sit back and go, okay, well, i've been very passionate about state custodians. i've been very passionate about, making sure consumers have a better deal.
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what can i do that really lights the fire within me? and the more i thought about it, the more it dawned on me, what i am really
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passionate about is business. and it was about running a business. it was about seeing a business grow from nothing,
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... and into something substantial that somebody wanted to purchase. and i love the fact that there's so many fabulous stories out there-
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and about people who are doing disruptive business, i also love, people who are going outside of their comfort zone, outside of the box,
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these sort of people. and hence my foray into radio and television, and i pitched...
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and the same with doing the entrepreneur show on 2gb, i'd previously been doing the property show. i really enjoyed it.
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i think we're probably quite similar in that, heidi, because i love talking to other entrepreneurs and finding out how they do what they do.
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yes, that's right. so at the moment, they will be going to 2gb, and if you google "2gb heidi armstrong," you'll certainly find all of my-
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radio content, and the interview that i've done with you on 2db will be there, yaro. in terms of the other material
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that i'm continuing to develop, i will be launching my website very soon, which will be moneytolove.com.au.
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i've loved money and finance, and i also want to really encourage people to build their businesses,
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to be successful, to get money, but to do it with passion. and that's where the money to love comes from.
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okay. one last question then, so what's heidi doing in the future? obviously you're doing a bit of media now, but it sounds like you've got some other
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big plans. are you planning on starting another company?
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to become, there aren't many women in the business, talking about business. and i'm a woman that really is passionate about business. ...
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because i think as a woman, it can be a little bit different to the experience that a man faces.
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i totally agree. i'm very tired of attending business networking events with 85% men in attendance. and so few women.
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you should hang out in the finance industry, it's worse-
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surprising, i did go to a blogging conference, which was 85% women. that was a unique experience. i have to say.
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i'm looking forward to seeing what you get up to, and of course, thank you for having me on a your two shows too. that was a unique experience for me to
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get on mainstream media. i'm so used to online media, and i think there's still some value in the old school media, i'm sure you would agree.
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aw, thank you so much, yaro. it's been a lovely journey having the interactions with you. and similarly, i wish you and the entrepreneur's journey-
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you've been listening to the entrepreneur's journey podcast. i hope you enjoyed the show today. if you'd like to download my other pod-
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it is a wonderful program. yeah.
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hey, guys? yeah? can we just pray for him here for a little bit? sure. didn't i just...
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have i seen rumors about them doing a spinoff with the little four chicks?
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.. so yeah. so not mike huckabee, like megan kelly says.
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i don't know peter from san francisco will know. are those called jumpers in england, as biscuits are?
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this confusion is a key to the development of cancer. whoa. bullshit.
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yeah. so, yes.
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i just have to ask, just like ted cruz said the other day [crosstalk 00:00:00:24].
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she's probably kind of old, carl. she's like my age, okay? so.
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squeaky clean image. i think that guy was being sarcastic. anyway.
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just the last couple of minutes here, we did see a car leave
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here. now we couldn't tell if it was speaker denny hastert.
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it's a long driveway. a few things quickly pop out. one, the garage door at his royal plano, illinois, home was-
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a federal criminal counts. one, for basically trying to skirt federal banks.
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the federal government says hastert was paying off someone known only as individual a for prior-
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the indictment says hastert agreed to pay the [inaudible]
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between 2010 and 2012, he withdrew $50,000 without
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