Jordan Whelan is the founder of Grey Smoke Media and a former television, radio, and publicity producer who mastered media marketing early in his career. Overseeing communications for more than $3 billion in class-action claims, he spent a decade refining his expertise in media buying and digital marketing.
Under his leadership, Grey Smoke Media transformed Diamond and Diamond Lawyers into Canada’s leading injury and real estate law firm. A serial innovator, Whelan also founded two successful lead-generation companies and co-created a podcast that surpassed 5 million downloads, even landing him on a downtown Toronto billboard.
His insights have appeared in over 100 international outlets—including Forbes, The New York Post, and The Financial Post—and he has spoken globally on digital marketing. Beyond business, Whelan is a musician with 3 million+ streams, a former syndicated columnist, and a biohacker who overcame an 18-year chronic illness through natural means.
Episode Highlights Here:
Brett
Before we jump into this episode, I want to invite you to join our community to help you become a better steward scale to billions and ultimately give more or all of it away. All I want you to do is to click the subscribe button right now. I love your support. It’s incredible to see your comments and were just getting started. I can’t wait to go on this journey with you. Thank you so much for subscribing. It means the world to me.
Brett
Welcome to the build it to billions podcast where we got successful entrepreneurs and investors are on their journey from millions to billions. And we believe that the key to scaling and compounding your wealth and life starts every single day with a mindset and practice of stewardship over ownership and applying billionaire biblical principles. Our ultimate goal is to help you scale and compound your wealth and life so you can give more all of it away. Hey, I’m your host today, Brett Swarts, and every episode, we feature the world’s top entrepreneurs, millionaires and billionaires, and they shared their secrets and wisdom with us so we can all scale and grow and make a bigger impact. I’m excited about our next guest. He’s out of the great states of California these days, by way of San Diego, but by way of, actually, Canada. Okay, kind of cool, and he’s going to teach us some stuff today. In fact, he’s the founder of Grey Smoke Media. He has a background as a TV and radio producer and a publicist. He has managed over 3 billion in classification claim communications, and he spent a decade mastering media buying, managing over 50 million in spend and digital marketing, achieving the proverbial 10,000 hours of practice and so much more. Please, welcome to the show with me. Jordan Whelan, Jordan, how we doing?
Jorda
Brett, how are you? I’m in Americas Finest City. I’ve been here for nine weeks. I’m adjusting, but it’s nice here.
Brett
You know it’s; it is? It is a beautiful city, for sure, but it definitely different than most places. Yeah, I went to school in Point Loma for a couple of years, and my wife went to San Diego State for a couple of years. So, we’ve got some history there. That’s but, yeah, beautiful place. that being said for our listeners get to know you for the first time. Would you give us just a little bit more about your story and your current focus?
Jordan
Sure, I sort of have a very circuitous background, I would say, probably more than most of your guests. I started in radio and TV production when I was about 23 years old. Had a I did radio and TV production, then did a newspaper column, and then sort of went into public relations, which is sort of where a lot of people go after they’ve sort of paid their dues in that industry. And then about 12 years ago, my first client was diamond, and diamond, which is Canadas largest personal injury firm, also Canadas largest real estate law firm, and I started with them when they were eight people. They’re about 550 now. And in the beginning, I was just their publicist, but I sort of self-taught. I was teaching myself various aspects. I started with their PR, and then they said, Can you do our media buying? And I said, What’s that? And I sat down and taught myself that. And then they said, could you do our SEO? Could you do our social media? And in a period of about a decade, I had taught myself six or seven careers, which then led to various clients reaching out to me, and my skill set is very unique in the sense that it combines we can leverage media. But what I learned was it all sort of worked together, meaning, if I was able to get a client a PR hit, it then came into okay, how do we get that on page one of Google? How do we leverage that? How do we move that through social channels? How do we leverage that for SEO, etc. And I started to realize there was all these various facets of marketing that I could kind of tie together in one marketing mix. And that’s what Grey Smoke Media it is, is the idea is, don’t hire five agencies and try to get some sort of symbiosis going between them and the drama and the management and all that come to us, we’ll have a unique marketing recipe for you through our track record. And essentially, that’s what I had done for about a decade. And then last year, I sort of niched it down to just lawyers. Lawyers tend to be actually great clients, because they dont bother you. They’re billing hourly. They’re very, you know, to the point which I like. And also, there’s a lot of lawyers that don’t have the time to market and also don’t really know what they don’t knows. And so, we still do take on marketing clients that, you know, we can do something for that’s interesting. We took on a pharmaceutical company last year that was publicly traded and came up with a great recipe for them. But largely we focus on lawyers and scaling lawyers, particularly personal injury lawyers,
Brett
Awesome. Okay, cool. So, this is a media market expert, and basically someone who can, I’m looking at your website here, like 3,000x you know, the leads up to with law firms that is, and perhaps even with others. And featured on Forbes, Yale entrepreneur, Yale University, Yale all this cool stuff. So, all right, lets dive into this, like this world,
right? I mean, what would you say is that the biggest secret when it comes to, you know, 10x in the leads that so if you like this little, short clip of the interview I just did, click over here to watch the full.
Brett
Full interview, and please don’t forgets to subscribe. Thanks so much, everybody.
Watch the episode here:
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About Jordan Whelan
Jordan Whelan is the founder of Grey Smoke Media, and a former television and radio producer turned media strategist. He has led communications for over $3 billion in class-action claims and spent a decade mastering media buying and digital marketing.
Under his direction, Grey Smoke Media helped elevate Diamond and Diamond Lawyers into Canada’s top injury and real estate law firm. A serial entrepreneur, he’s launched two lead-generation companies and co-created a podcast with 5+ million downloads.
Featured in Forbes, The New York Post, and The Financial Post, Whelan is also a musician with 3 million+ streams and a biohacker who overcame an 18-year chronic illness naturally.
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