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"Plan for tomorrow – the time you allocate today to digital media, you'll see profits in 2017" tweet it out: http://ctt.ec/h1s3d
While backstage at our private coaching client event in Palm Springs, we caught up with Gary Vaynerchuk. Gary is a social media expert, getting his start at his dad's liquor store and made it to one of the first e-commerce wine businesses by utilizing digital media. He then started his own digital social agency growing it from 30 to 500 people in just 3 years. In this episode, Tom interviews Gary to find out what his take is on the future of digital media for real estate marketing.
Tom Ferry: Gary when you were on stage, the dominate topic was about team development and behavior today versus behavior later.
Gary Vaynerchuk: You know, it's great to sell as many homes as you can this year, but for the team helping support you, is your behavior matched to being successful in 2015 and beyond? Are you going to invest time into your employees and really get to know their goals so they can support you in yours? We are seeing a lot of planning now for future gains. The same can be said about social. Whether you're doing Facebook, Google, Twitter, Instagram, direct mail, radio, etc these are the new ways to communicate. More and more of the eyes are shifting and you need to adjust to stay relevant.
TF: What has you captivated right now?
GV: Podcast. With technology, smart cars, and bluetooth on their phones, people are listening to podcasts anywhere they want. I just did a radio ad campaign in December and it tanked. And I was okay with that because it now allows me to say compared to four years ago, these ads didn't even come remotely close. The eyes and ears have shifted from radio to Spotify and iTunes. So, will you be hedging for the eyes and the ears of 2016 and 2017, or are you just pumped that your back-end telemarketing or landing pages is doing enough for you? It's really what I said on stage, are you willing to be the person who puts yourself out of business?
TF: Bingo. I want to go back to being focused on today's behaviors or future behaviors. A lot of people are asking me "what CRM should I use?" and my response is "who cares what CRM you're using. Call your people, have a conversation, build a great relationship with them.
GV: Exactly. Excel and Google Docs is plenty good for 97% of you. People want to spend money on tools to justify that they're actually doing the thing. I don't care about the tool. You've got a screwdriver. Cool. Now what? What are you going to do with it?
TF: Where would you hedge right now, if you're in the real estate business for buyers and sellers today and the future?
GV: I think short-form video. There's more distribution channels for it now–Instagram and Vine. I just saw the Twitter new ad product for their video and their native video product. It's going to really work. I want you to understand that whatever money or time you allocate to digital media is about you making money in 2017, not this year.
TF: Let's talk about Instagram as a tool, but it's really hot right now and not a lot of people have notice the advertising potential.
GV: Yes, Instagram is the fastest growing social network out there and it has everyone's attention. Your ROI is greater there with it's 300 million users. And if you understand what native advertising is and can innately take a picture of the sunset that your current listing has–you can really leverage this media. Advertorial 3.0, for some of the old-school peeps.
TF: Thank you Gary for being on Episode 3 of the #TomFerryShow. If you're not already watching Gary's YouTube show called #AskGaryVee, please make sure you do. Also make sure to follow me on social: Facebook, Twitter, YouTube, and most importantly on Instagram.
The #TomFerryShow is here to help real estate professional stay ahead of the curve–to always be innovating, changing, adjusting, staying as relevant as possible with the very best tools, the right-now strategies, and the things that are working today for rock star agents!
In episode 3, Tom interviews Gary Vaynerchuk on the future of real estate marketing when it comes to social media.
Tom Ferry is a real estate coach and trainer http://www.tomferry.com
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