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We talk about building a brand all the time, but what can you do with that brand? Today we are talking about turning that brand into an empire.
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The Listing Advocate (Earn more listings!)
What is up? Ladies and gentlemen, welcome. Another episode of the Real Estate Marketing Dude podcast, and welcome to 2024, folks. Since all it’s been ten years, especially this year, this podcast has been on the ground and I’m going to start this year off where I started off 14 or ten fucking years ago in 2014. And back then we were talking about the same damn thing that we’re still talking about today.
00:04:40:08 – 00:04:55:20
Unknown
But back then people thought I was crazy because they’re like, Who the fuck are you? And more importantly, what the hell is a personal brand? I’m a real estate salesperson. I don’t need a brand. My brokers, my brand, women screaming the saying. So I think it’s a very appropriate episode because your personal brand has never been more important.
00:04:55:20 – 00:05:11:16
Unknown
Because no one hires your broker, they hire you. You’re the individual that they work with, and you’re the person that they remember of. And the goal here is that when I time the word real estate is thought about how many people really associate your name with that, that’s what we’re talking about with personal branding. So I want to start the year off with a bang.
00:05:11:16 – 00:05:27:19
Unknown
We brought on one of the most experts in this field. His name is Mr. Tyler Mount, and we’re going to talk personal branding and how you can build an empire with it. Tyler What’s up, man? I want you to run a little bit about who you are, where are you from, and what the fuck do you do? Well, look, thanks for having me.
00:05:27:19 – 00:05:52:07
Unknown
I love the energy. You know, I’ve worked in digital marketing, specifically real estate. Digital marketing. For the better part of 15 years, I’ve been fortunate enough to work with nearly a thousand clients in 16 countries. I’ve represented over $7 billion in real estate developments across the nation. And you know what I have found working with whether it’s the CEO of T-Mobile, the the president of the United States, the CEO of Twitter, now known as X ray.
00:05:52:09 – 00:06:09:18
Unknown
You know, what I’ve learned is the power of personal brand. I want to just double down on what you started with today. No one cares what you’re talking brokerage, right? The idea that someone is hiring you because you’re a Keller. Keller Williams is a misnomer, right? Because you can write a contract doesn’t make you special. An idiot out of high school could do that.
00:06:09:22 – 00:06:29:14
Unknown
What actually makes you special and what makes you important is the personal side humanity of you, and how we can really start to encapsulate that in your brand and get people to know I can trust you in order to transact with you. That’s right. No one remembers what you did there. Remember how you do it. No one remembers what you said or how he said.
00:06:29:16 – 00:06:42:11
Unknown
So let’s dig deeper because a lot of people sort of I feel like people understand like what a brand is, but they don’t like they hear this term. It’s almost like a buzzword because it is a little bit complicated. Like and here’s let’s just break it down to basics here. Here’s where I see I will get your opinion.
00:06:42:11 – 00:07:02:13
Unknown
Seriously, most people, when they think of their personal brand, they don’t in that they don’t visualize their individualism. I guess, if you want to say as a brand, because they’re like, I’m a dad, I’m a father, I’m stressed out human being and I’m just a person in the rat race here. How the hell am I? BRAND And you have to realize, folks, is that you are the brand.
00:07:02:13 – 00:07:18:20
Unknown
Your brand is your persona. It’s how many people think or associate you with anything else that it stands for. And we don’t look at ourselves as a business. We look at ourselves as a human. And that’s a number one problem in the whole business. Look at Josh Altman, for example. We think Josh Altman actually goes on a listing presentation or he just fucking shows up and tells them where to sign.
00:07:19:00 – 00:07:41:22
Unknown
That’s having a brand now. Josh had whatever Bravo helped build his brand. That’s why he is what he is today. But it took that content creation that that media, that attention, that recognition to give him that status today. So when you walk into a room, you know how big your brand is because basically I look at it as like you’re not going get as many questions.
00:07:41:24 – 00:07:56:04
Unknown
Then if you if you have a brand is if not, people start to look up to you as the expert. Another way to look at it is like I use this example when we use it for video clients, I’ll be like, I’m not a chef, but I guarantee you if I shot seven videos and put them all in front of you, you would think I was.
00:07:56:06 – 00:08:13:11
Unknown
That’s the power of a brand, right? So what we’re talking about here, guys, is how do you create that? How do you create that persona that that, that, that thing, that buzz that everyone’s like, that’s that real estate guy or that’s that letter or That’s that one guy or That’s that guy. That’s that guy. What makes that happen is working that.
00:08:13:13 – 00:08:31:23
Unknown
Yeah. And you know, I just want to echo what you said because it’s it’s exactly the basis of my philosophy. I always start with reminding people that user perception is truth. I didn’t say factually accurate to your point about saying I could convince people I’m a chef. That’s certainly the case. And that’s really, really good news for some.
00:08:31:23 – 00:08:53:13
Unknown
I work with a lot of immature real estate agents and they’re concerned about their production history. I don’t care. Let’s create the most epic digital epicenter so that people assume you’re the best, right? The second thing I want to stress is I work with a lot of legacy providers, people who are in the top 1% of providers in their market and their marketing ecosystem is shit, but they’re still in the top 5% and they think that’s fine.
00:08:53:13 – 00:09:15:24
Unknown
The reality is they could never quantify the amount of people who hit the floor. That wouldn’t have hit the floor if they had a fucking website or a social media that didn’t look at the kindergartner do it, did it? You know, I will tell you, I represent Ryan Sarhan. The most followed real estate brand on earth. And what we focus on there is really granularly focusing on consistent content.
00:09:15:24 – 00:09:35:23
Unknown
How do we remain top of mind and how do we make Ryan appear to be the best in the world? Not only do I think he’s the best in the world, but his media and his marketing efforts absolutely reflect that. That’s why he has literally the most expensive single family listing in the country right now, right here in New York City.
00:09:36:00 – 00:09:53:01
Unknown
Well said. Let’s talk about that, because like Ryan, you see him, you’re like, this guy just oozes luxury. It’s in the clothes he wears. It’s in the watch he wears. It’s the way he carries himself. You know what I mean? And like people at the end of the day, if the camera’s on or off, is Ryan still not the same person?
00:09:53:03 – 00:10:18:08
Unknown
100%. What I will tell you is we always do a master class in authenticity. Ryan in front of the camera and behind the camera is the same person. He’s gracious, he’s kind, he’s wildly intelligent. He is that experienced salesperson, but he’s also funny and irreverent and kooky and all things that he is in front of the camera. We focus on that authenticity to build this most valued brand, and you build a large brand without authenticity.
00:10:18:10 – 00:10:38:12
Unknown
Absolutely not. It’s absolutely impossible. You can build a brand, don’t get me wrong, but can you really build the brand that you could have if you followed your authentic truth? No. And the reason is quite simple because no matter who you are, whether you’re a man and women hate working with you or you’re maybe a woman and men hate working with you, you’re a Democrat or Republican.
00:10:38:12 – 00:10:56:19
Unknown
Pro-Choice, pro-life, rich, poor, decent fucking matter. There are people on earth who are not going to want to work with you because of who you are. So if you’re trying to be someone else, you’re already ostracizing a certain group of people and you’re never going to be as good acting like Ryan or acting like me or acting like you as we are authentically being ourselves.
00:10:57:00 – 00:11:26:22
Unknown
So you might as well authentically own who you are and the niche the following that enjoys your authentic truth will follow, will gravitate. And that’s how you build your niche and how you build. But but wait. I’m going to turn off some people in that process, wouldn’t I? Then wouldn’t that be bad for business? Well, of course you’re going to turn off people, but like I said, if me being gay turns off people, me being straight turns off gay people who only want to work with the gay strategist, like ultimately, no matter who I am, no matter what I do, you were ostracized.
00:11:26:22 – 00:11:46:07
Unknown
And that is the biggest question I get. People are like, exactly like you said, well, I’m a really fucking nervous. What if me being, I don’t know, a veteran or devout Christian or Muslim or whatever, I am ostracized as people. The answer is it will. But if we don’t focus on our authentic truth, we’re just going to be inauthentic and still ostracize people for a different reason.
00:11:46:08 – 00:12:00:16
Unknown
That’s what we focus on. You’re not supposed to relate with everybody. Guys like you’re not wired that way, and that’s not the way God made us. Like you’re supposed to piss off some people. I would actually like telling people like, Hey, like if you’re branding doesn’t like piss some people off, that you’re not you to do a good job in the first place.
00:12:00:16 – 00:12:18:12
Unknown
Like look at my podcast as real estate marketing dude. And there’s so many people have told me over the years, that’s so unprofessional, so unprofessional. Guess what? Hey guys, if you’re still saying that, fuck off. You know, I got 101.5 million downloads on this podcast just being authentic, right? And it’s because it’s just the way I talk. I’m from Chicago.
00:12:18:12 – 00:12:37:09
Unknown
This is how I talk. Whether the camera’s on or where the camera’s off. I have a potty mouth, but I don’t hold back. I cleaned it up over the years quite a bit. As my brand has changed. However, overall, I’m still fucking dude at the end of the day. And those of you who listen to this podcast is a reason why you listen to this and you’ve been coming back and writing in all these reviews is because you follow the authenticity of it.
00:12:37:11 – 00:12:50:19
Unknown
But trust me, there are just as many of you who send me hate mail as there are that send compliments. Like, as a matter of fact, I have a guy booked a show with just yesterday and these are the messages I like. I like seeing. And this is when, you know, the branding is on this guy. This guy’s from Nebraska.
00:12:50:21 – 00:13:17:07
Unknown
He’s Christian, big Christian. I’ve seen a lot of my content lately and he and he writes me, you guys did this month and he writes he goes, Dude, I know you don’t know who I am. I’d love to have a show up show up on your podcast. But I mean, listen, you for the last few years and I started doing videos because of what you said and because of that, my business has grown and I never would have thought some fucking guy from some podcasts where is in to show me this way Now I’m having him on the show to interview him, but each one of them says the same fucking thing.
00:13:17:07 – 00:13:34:22
Unknown
They say, Thanks for letting me just be me. Thanks for letting me. It’s just it’s usually somewhere around those lines. And then I know why people think so hard about this stuff because we don’t overthink a conversation we’re having with someone. John Doe down the street right? Yeah, but never it like. I’m mean, you are just. Just. Matt, have we ever met before?
00:13:34:24 – 00:13:49:19
Unknown
No, we haven’t. I can be honest. I can guarantee you that you and I can talk for fucking 4 hours just on this topic, just going back and forth. But the same way we’re talking with the record on is the same way we would talk in a diner or a restaurant. And that’s the problem I think people have.
00:13:49:19 – 00:14:05:24
Unknown
It’s like they overthink this thing. How do you help them overcome that? Well, look, you know, to your point, one of my favorite phrases is haters make you famous. Like, truthfully, they’re all haters. That I. I put that on a t shirt. Absolutely. I mean, I should I should trademark it and we can split the profits. I love it.
00:14:06:04 – 00:14:31:17
Unknown
You know. You know, ultimately what I would focus on is at the beginning of my career, I was the person who wasn’t authentic. Right? I wanted to appease everyone. Now, when I keynote, I strike out the line in the writer that says, I can’t curse because unfortunately, I’m not here to curse. I’m just authentic. That’s Homeland. And and ultimately, what I will remind everyone is to answer your question, how do we overcome this issue?
00:14:31:22 – 00:14:48:24
Unknown
Well, we first have to test it out. We have to be bold enough to have the balls to do it. And then we’ll start realizing and I mean this with the most respect that no one fucking cares about you right now. There are people in your life care about you. Your mom loves you. Probably your dad probably loves you, maybe not.
00:14:48:24 – 00:15:06:02
Unknown
I don’t know. The moral of the story is no one is at home thinking about you like I would wish. Tonight. You go to bed, put your head on the pillow, and really think about me for 45 minutes. You might think about me tomorrow. And the editor for this podcast asked a question about the episode. But outside of that, you’re not going to look.
00:15:06:02 – 00:15:26:07
Unknown
Tyler had a potty mouth of Tyler’s gay or what is that like? No one cares. And that’s what I remind people. And that’s what you remind people of even in their social content. I have people who are like, Well, I didn’t post anything this month because I just like completely frozen because of my hair. I’m like, the average person is spending less than one fucking seconds on your Instagram.
00:15:26:07 – 00:15:43:23
Unknown
Literally. That’s not an exaggeration. We’re talking about point seven, 5 seconds. The idea that they’re thinking about you 5 seconds later after they’ve looked at seven other pieces of content, much less 5 hours, much less five days is a misnomer and gives yourself a far more value in their life than you think. But also that should be the best news to hear.
00:15:44:01 – 00:16:09:19
Unknown
We really, unless we do something so polarizing, we awful people don’t remember. And so the goal is to remind them consistently you’re alive, well, and able to transact. And that’s how we focus on our brand through consistency. Love it, guys. AKA, you’re not that important. my God. I guess I’m not that important at all. Like, here. Let’s just give you guys an exercise.
00:16:09:19 – 00:16:32:06
Unknown
And I honestly do this exercise literally, that’s going to take you a whole 10 seconds. Do you remember the context of one video you saw yesterday on social media? I mean, it’s physically impossible. Yeah, I don’t I’ve seen like, which one? Like then I think about like, like I saw like 100 videos on social media. The last thing the last thing I’m thinking about is some dude’s hair out of place or like, some dude’s, like, shirt and tie or some guy said a word I don’t agree with.
00:16:32:06 – 00:16:52:20
Unknown
Like, who cares? Yeah, well, well said. Because what you also see is, like, I also feel too like there’s a lot of people that do it with video. It’s perfect. Like we do so many videos like and now we’re doing all attorneys on videos and maybe doing real estate videos for agents. But it’s funny because you see an agent side and you see an attorney side.
00:16:52:20 – 00:17:12:24
Unknown
They’re both professionals, but they both ultimately work for themselves. But from a business perspective, in creating content, they’re identical. Everyone had to have the exact same issues and they’re always more like, my God, I’m so worried about what I say. It’s like, Dude, it doesn’t matter. Talk to me about consistency though, because that is the key to this, is that some of your content will fall on deaf ears or just be horrible.
00:17:12:24 – 00:17:37:20
Unknown
You’re going to regret you ever created it, right? That’s part of the game, isn’t it? Yeah, absolutely. If we’re not consistent, you know, consistency is it’s twofold, right? Consistency not only positively influences the algorithm that improves our likelihood of being served to like minded content creators, But most importantly, it allows us to buy more lottery tickets. Right? We can’t win the lottery and go viral unless we’re playing it.
00:17:37:20 – 00:17:53:12
Unknown
We are more likely to win the lottery if we buy multiple tickets. Right. And I will tell you the few things that I’ve done in my personal career that have gone viral have never been the things that I thought would. They’re the shitty pieces of content. I didn’t think about posting the ones that they spent exorbitant amounts of time, energy and resources on.
00:17:53:16 – 00:18:25:17
Unknown
Oftentimes not all the time, but oftentimes fall on deaf ears. And it really is half science, half pseudoscience and chance and what resonates and what is relatable to audiences. So what I always focus on is consistency. If we are consistently posting, let’s say, seven times a week across all of these platforms, not only even if these don’t perform as well as we want them to compounded, we’re serving an exorbitantly higher rate of impressions and engagements over the month, which compounds over years, which compounds over decades, and that’s how we grow the personal brand.
00:18:25:22 – 00:18:42:09
Unknown
I want people to know about me before I even get on the call. I want them to be excited to talk to me before they get on the call. I want someone to understand who I am in the context of who I am and the energy I bring before I get on the call. And honestly, that saves me so much time because if you see my content, you’re like too much energy to go to X, Y, and Z.
00:18:42:12 – 00:18:57:00
Unknown
Then guess what? You’re never booking that call. This gives me 30 minutes of my life to talk to someone who I’m actually going to be able to book. Yeah, I mean, you’re exactly right. It’s almost like you call out your people ahead of time. And because people aren’t going to like, Have you ever put it this way, guys?
00:18:57:00 – 00:19:14:08
Unknown
Like, have you ever, like, just met somebody or just like, I don’t care what the hell they say. I’m just not going to get along with them, Right? You know what I mean? And it’s just it’s just normal that it’s okay. It’s okay. It’s okay. That’s fine when you have your content out. So but the content really works in twofold full, doesn’t it?
00:19:14:08 – 00:19:31:14
Unknown
Because one is the creating to stay consistent. But and that usually what happens in practice is like when someone gets you get on someone’s radar, when you really have an active buyer or seller in your world or for me, a branding or video client for you saying whatever that person fucking stalks you before they reach out to you.
00:19:31:14 – 00:19:50:00
Unknown
Right? And this is also where people shortchange the amount of content creation and the multipurpose in of it over time is because, like, let’s just say I’m going to hire Tyler, I want to hire Henry Street to do my branding and story, right? sure. And I’m sure this isn’t a cheap process. Like, I’m trying to sell your shit right here, but I’m sure it’s a few thousand bucks to say that.
00:19:50:00 – 00:20:05:07
Unknown
To say that, to say the name just to start. Right. I’m sure there’s a couple thousand bucks a month. Great. If I really dig into one of your pieces of context, I’m on your Web site right now. I have to get along with you first before I actually schedule or book that call. So and it happens nine times.
00:20:05:07 – 00:20:22:06
Unknown
Like I’m going to go to your Instagram page or Facebook page. I mean, look at all the rails you’ve created and then I’m going to get hooked. And people do that with this podcast all the time that I just been watching your podcast, bro. Like it was fucking amazing. Like, great, great. Why did you binge watch it? Because you’re in a buying decision, right?
00:20:22:06 – 00:20:43:21
Unknown
And the content, it has to be multipurpose. So like, I’ll see people to I want to get your opinion on this because now we have a lot of video images, what kind of content you create, right? Just on social. But I believe that you should create multipurpose across all your channels nonstop. And you have to be everywhere you’re at because you never know where that person is going to come from.
00:20:43:23 – 00:21:02:04
Unknown
You don’t know where the next deal is going to come from. But that little split second of your face, meeting them on a news feed or something like that literally, literally, is the difference between getting a call and not nine times out of ten? Yeah, absolutely. I always say we can’t control the way people enter our ecosystem. We can only control the narrative once they’re there.
00:21:02:09 – 00:21:35:24
Unknown
The first thing I do with a new client is really focus on user perception. So I will listen to them talk about X, Y, and Z and how great they are, and I’ll go, Great, all of that’s fine. You’re never going to get that 15 minutes with the client. Let’s open an incognito browser, let’s Google you. And nine times out of ten, even if you are the most reputable agent, what I find is an outdated LinkedIn because that’s highly injectable, followed by maybe Coldwell banker’s template they set up for you, which looks like shit, and then maybe a Zillow profile and maybe an air profile.
00:21:36:05 – 00:21:53:13
Unknown
And I got the my my broker has me a page on my on their website. I’m there. Yeah. But let me tell you what is a broker’s intention. They don’t care if you sell. They care if one of their people sells everything. It’s brokerage level marketing. It doesn’t differentiate you. And so our job is to control the narrative.
00:21:53:17 – 00:22:10:12
Unknown
What I want to focus on, if people Google you, they’re at least going to hit the first three links bare minimum. So literally yesterday I was working with a top agent and she’s like, I don’t really use LinkedIn. It’s not that important. I said, Let’s Google you as the first fucking link. Literally, it had. I’m not kidding.
00:22:10:14 – 00:22:36:05
Unknown
The most recent experience was her working at a fucking grocery store. We’re like a spring for. Yeah, absolutely. Thank God. By the way, social media wasn’t out when I was in. I mean, think the Lord I would have never been hired. But what I will tell you is, like, that is what matters. Yeah, I. If I had never transacted in my life and I started today, I bet I could get listings over some of these other premium agents because I would have the best fucking ecosystem.
00:22:36:09 – 00:22:53:04
Unknown
And that’s what we work on here at Henry Street and through my consultancy. That’s what we want to focus on how we can control that narrative. And your point is exactly right. The Yeah, because it’s not that the best agent always gets hired, it’s the one they feel most comfortable with, but the one they feel most comfortable with is typically the one they meet over 80% of the time first.
00:22:53:05 – 00:23:09:15
Unknown
That’s why attention so important, guys. And when the branding comes in because you’re already like playing catch up if, if you’re not thought of first just when you’re ecosystem as Tyler is putting it here doesn’t associate your name with real estate and it’s really not that fucking hard. Like, I never understood why the average agent only does six sides a year.
00:23:09:15 – 00:23:32:14
Unknown
It’s like impossible. It literally is impossible If you’re doing if you’re doing less than 15 deals a year, you are ghost like like if you have a thousand friends on social media numbers, just a thousand friends just on Facebook or Instagram, just a thousand people make it 500. I don’t care. 500 people know who you are. Out of those 500 people, 10 to 15% of them are moving and all 500 of them have a referral for you guys.
00:23:32:16 – 00:23:57:12
Unknown
So like when you build a big personal brand, you make yourself more referable, more marketable, but also more approachable. And a lot of the one of the biggest questions I get on branding is and you’ll get I sure you get this all the time of all your answers. How do you measure the success of this? Because when you’re creating a personal brand and content, it’s not like running ads where I could attribute a direct action to a direct result for a cost for costs, banner or result generated, right?
00:23:57:12 – 00:24:18:06
Unknown
So if I’m signing up for Zillow to put in context, everyone understands I’m signing up for Zillow, I’m spending four or five grand a month, I’m either making a positive role on that or I’m not. It’s very easy to determine. Now, it’s not that quite easy in building a personal brand in content creation. That’s the number one reason why I think people don’t go all in on it and why they hesitate so much because doesn’t happen overnight.
00:24:18:12 – 00:24:46:22
Unknown
So how do you answer that? Absolutely. Because the ROI is so attributable and trackable for ads. The issue whenever we talk about environmental branding or a personal brand a.k.a a billboard or your social content, it’s there are a few ways, but it’s very difficult to track this. What I will tell you is I know personal brand works. I know personal brand works because my clients on average see 50 to 70% increase in year over year and the majority of people talk to these people and say, my God, I see you everywhere.
00:24:47:01 – 00:25:09:18
Unknown
Is that true? Absolutely not. They just get served in that same person’s algorithm over and over because they keep can they keep consuming the content and not following them? What we want to focus on is what we call an omni channel approach, not just social, but we want newsletter, we want mailers, we want personal handwritten cards, we want cold calling, we want environmental branding, we want paid advertisements, we want press, earned media.
00:25:09:24 – 00:25:42:06
Unknown
All of these things combined create a really fantastic epic ecosystem. And the good thing is, yeah, it requires some time. It’s not that expensive, but ultimately all of my clients are ROI positive. I wouldn’t have a business if they weren’t. We show proof, you know, year over year and our numbers and that’s how I prove it out. But if you’re looking to develop your personal brand in 30 days and show ROI by any agency or or consultant who tells you that’s possible is lying to you, it takes a year.
00:25:42:08 – 00:26:01:01
Unknown
Are minimal to really start seeing the year over year results. Yeah. And if and if you do everything on video that might even that might go faster. That could happen if you’re doing like really good in videos and amplifier to personal branding guys and nowadays it’s the only thing. But you know just a few years ago my friend was on videos very easy to build a brand.
00:26:01:03 – 00:26:19:12
Unknown
All you did was get on camera, even if you’re terrible now you got to be a little bit more strategic. No? Yeah, I agree with that. 6 to 12 months minimum. Look at it like I can I compare. It’s like working out like, like right now, like every January four. So half the country’s in the gym. Give it two more weeks and then only a quarter of them will be left.
00:26:19:14 – 00:26:38:03
Unknown
But if I want to work out, get in shape. I’m not going get a six pack overnight. I’m going to take like months to get there and then until I get the six pack, then I get the date right. You have to build it and then it’ll happen. But I have yet to see. I’m curious, in your experience, have you ever seen anybody?
00:26:38:05 – 00:27:04:00
Unknown
I’m talking about anybody go all in on their personal brand and like whether they’re committing to three or four videos a month, whatever it is, have you ever seen anyone not make it? You’re going to be honest, this isn’t me pushing an agenda in my career. If someone actually shows up and does the work, that’s a caveat. If they show up and they do the work, I have never ever in my career having coached almost a thousand people ever seen it not work.
00:27:04:02 – 00:27:20:05
Unknown
And that is why I lead a personal brand. And it’s funny, you know, you and I are I’m learning the same person because that is my number one example. I guess it’s like going to the gym. You don’t want to do it the next day because you’re on a six pack right now. I haven’t used the date example, so I’m going to steal that.
00:27:20:08 – 00:27:37:15
Unknown
But it’s like we have to go to the gym six months to get a six pack, right? And then when you have the six pack, you love going to the gym because you look fucking hot, right? When you’re fat sock walking and waddling on the treadmill. Right. You want to get out of there, right? I you know, on a personal note, I wasn’t I was a long distance runner.
00:27:37:18 – 00:27:58:11
Unknown
I then, for medical reasons, wasn’t allowed to run and I was just cleared to run again after five years. I am so frustrated in the gym because I can’t even run a fucking mile without dying. And so I have to remember I’m not going to run my marathon pace or my half marathon pace for a year, right? I have to show up every single day to get there.
00:27:58:11 – 00:28:13:03
Unknown
And that’s what I remind people about in terms of personal brand. Yeah. Tyler Systems, I want you guys to take a note of is that this isn’t just social media like you have to be everywhere all the time in today’s world. Really easy to make that happen. And it’s not very expensive to do so either, like people are.
00:28:13:05 – 00:28:30:22
Unknown
It’s crazy. I was doing an article about just like how to compete, how brokerages can compete against mega publicly traded companies. You can do it very easily. It’s not hard. You have the same tricks they do. But the trend, though, and this is just for any brokerages, is gone to personal brand. So I’ve seen a Facebook guy that I’m good friends with.
00:28:30:22 – 00:28:47:10
Unknown
He made a post the other day. Here’s your opinion on it. And he basically says and to summarize it, he’s like, look, any small business now has a spokesperson. So either you’re going to become your own or you’re not. And it’s it’s so true. It’s like everybody has a spokesperson there and even if it’s you might have a team.
00:28:47:10 – 00:29:07:13
Unknown
So what I’m saying is you guys, you guys might have a team. One person on that team needs to create content, has to be the personal branding person, but somebody has a great content. I don’t think content creation anymore is optional. Like you have to do it. I don’t I don’t see a business without someone actively creating content going forward.
00:29:07:15 – 00:29:29:04
Unknown
What’s your opinion? Yes, I couldn’t agree more. Yes, I’m biased, but I don’t know a successful brand. And of course someone’s going to come out of the woodwork and call me liar and tell me this one random example and I’ll still disagree with them. But, you know, the reality is all brands are creating content now. That’s why the word influencer is a word.
00:29:29:09 – 00:29:53:08
Unknown
That’s why these brands who don’t focus on branding and personal content no longer exist. Right? We’ve seen a massive migration and, you know, let’s see the zeitgeist of media. We first went from print to digital and the companies who resisted it no longer exist. And we’re going from profoundly professional digital like TV companies, linear advertising, these type of things.
00:29:53:10 – 00:30:13:18
Unknown
And we’ve transitioned almost entirely really to social and UGC content, right? And if brands don’t get behind it, that’s fine. Just don’t have a brand, don’t don’t have a company because I think it’s that absolutely necessary. Yeah, there’s marketing and advertising and there are a few of those. You’ll see some of the mega teams that, you know, crush it.
00:30:13:18 – 00:30:32:24
Unknown
There’s a guy individually I could think of. His name is Robert Slack. He’s got one the largest teams in the country right now. But and he was he’s got a really cool story entered the market like at 70 years of age like he’s an old man and he got into this and he just took it over. But he understands how to run a business and he just bought a bunch of leads and he put in systems and his his thing is buying leads like from the portals and whatnot.
00:30:32:24 – 00:30:49:20
Unknown
A lot of it was, I guess, but it’s very expensive to do that. Guys like you could buy business or you can attract it and anyone could buy business because in any market, in any advertise, just whoever can whoever has the most amount of money to spend the control or acquire the client is the one who always wins.
00:30:49:22 – 00:31:08:07
Unknown
Yeah, very simple. Like if I could spend five grand to acquire clean and pencils and I’m going to do that and I’m going to keep spending more money than my competition, this is all this is. But when you build a brand, those numbers don’t fucking matter. Like they really don’t matters because there’s so many ways that you monetize for it.
00:31:08:07 – 00:31:24:00
Unknown
But it’s going to be very difficult to measure when you know what it’s working is like though. When you go to the grocery store or you start getting random DMS and comments and people like, I saw your shit. I watch a video, I got this. hey, I’ve been watching your content. And that’s, that’s the first sign that something like that’s working.
00:31:24:00 – 00:31:41:17
Unknown
You guys, for those of you that are on this journey and if you have that, you keep fucking going. You don’t start now, you double down. But usually you need those little words of encouragement. It happens to me too. I didn’t create videos all year. I’m in a pivot year and I couldn’t nail down my branding strategy in my content strategy.
00:31:41:17 – 00:31:57:08
Unknown
And I finally did last month. So now I’m ready to start creating content and starting this new business. But you have to be excited about what you’re doing too. And that’s where I think where it all starts. That’s really what you guys like to do is figure out, okay, here’s who you are, here’s how you create content. Absolutely.
00:31:57:08 – 00:32:15:03
Unknown
It’s the execution area tasks, right? That’s what’s really, really important here, Right? It’s not this ethereal bullshit concept. And this is why I hate marketing conferences. It’s like, okay, let’s find our inner warrior and pray to an Ethiopian turtle. Right? It’s really about how do we actually leave this comfort and execute. And that’s what we focus on here.
00:32:15:03 – 00:32:33:06
Unknown
That’s our number one goal. Yeah. So once you know that what you stand for, it’s very easy to create content around it. Like suddenly it’s just hard to look outside the weeds. And if you’re it’s very difficult for somebody in their own weeds to do good at their own shit. I’m one of them. That’s why companies like yours exist, our dude.
00:32:33:06 – 00:32:47:14
Unknown
So we’re right at this half hour. Mark, We’re going to go ahead and get this thing ready to rock. I thought the show is awesome. Let’s do a follow up on this now. I have a couple of questions I want to chat with you. Box. We’re going to do some business outside of this podcast, but any closing thoughts?
00:32:47:16 – 00:33:05:16
Unknown
Yeah, I mean, like, look, my job is to empower other people like you and people listening to live their best life, Right? And that’s not an expression. It’s I build empires and how can I help build your empire? And I do that obviously, by a philosophy that I like to see is lighting someone else’s candle doesn’t extinguish my own.
00:33:05:21 – 00:33:24:05
Unknown
Yeah, I’m blunt. Yeah, I’m authentic, but at the same time, I authentically and bluntly love helping people because if I can spend 30 minutes with someone and change their life and that’s a good 30 minutes spent, even if I made $0 because like you talked about earlier, that will come back to me and dividends because it’s how I build my personal brand.
00:33:24:10 – 00:33:42:13
Unknown
So everyone listening, if you’re interested in chatting more about me with your business, I want to give you the opportunity I give everyone. Go to my website. Tyler gmail.com on there. You can book a free consultation with me. This is not a sales pitch. There is no sales call. There is not a deck that I walk you through.
00:33:42:13 – 00:33:58:04
Unknown
I do not try to convert you to a consultancy model. All I want to do is hear about your brand and hear how I could potentially in those 30 minutes, point you in the right direction. That’s obviously open to anyone listening. And of course, you. Of course I would. I would love to chat with you offline about this, but that’s my philosophy.
00:33:58:08 – 00:34:18:19
Unknown
Take it or leave that authentically. That’s me. Appreciate it, man. We appreciate you guys. Listen, another episode of the Estate Marketing Do podcast, folks. Appreciate your comments. Keep them coming. And most importantly, check out our software if you like what we saw here today, we give you all of the content to create on a monthly basis and a DIY version from your social media calendar to automation to do direct mailing to the database as well as your video emails.
00:34:18:19 – 00:34:40:09
Unknown
We tell you everything to do. Follow the blueprint. You have no way of not remaining on top of mind through an airline and C approach direct mail rant and social media folks while the system it works. It’s not rocket science. You can visit us at referral suite dot com for that and check out all your leasing but we’ll see you guys next week and appreciate you listening to another episode of the Marketing Dude podcast.
00:34:40:11 – 00:35:05:02
Unknown
See that. Thank you for watching another episode of the Real Estate Marketing Do Podcast. If you need help with video or finding out what your brand is. Visit our website at WW dot Real Estate Marketing do dot com. We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with the dude and get you rolling in your local marketplace.
00:35:05:07 – 00:35:08:01
Unknown
Thanks for watching another episode of the podcast. We’ll see you next time.