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Gary Vee, Tom Ferry, & Tyler Auerbacher Interview | Dippidi Deep Dive 2021 Real Estate Conference

Gary Vaynerchuk
CEO at VaynerMedia
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Dippidi Deep Dive 2021
April 14, 2021, Online, USA
Dippidi Deep Dive 2021
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About the talk

Welcome to our 2nd annual Dippidi Deep Dive: Real Estate Marketing, Branding & Advertising Conference - a 2-Day virtual event that was held on April 14-15, 2021.

Over 5,000 registrants received the most essential and tactical strategies from 20+ industry leaders on the ever-evolving areas of digital marketing that will help grow your real estate business right now, including our headline speakers:

▪️ Gary Vaynerchuk, 5-Time New York Times Bestselling Author, Serial Entrepreneur, Chairman of VaynerX, CEO and Co-Founder of VaynerMedia

▪️ Tom Ferry, the #1 Real Estate Coach in the industry for the 7th Consecutive year

▪️ Jason Pantana, Master Coach and Marketing Guru at the Tom Ferry Organization

You can watch the complete replay of BOTH days and access our keynote speaker's slide decks here:

👉 https://www.dippidi.com/deep-dive

This was one of the events of the year in the Real Estate industry. 🏆

About speakers

Gary Vaynerchuk
CEO at VaynerMedia
Tom Ferry
Real Estate Coach and Speaker at FerryIntl
Tyler Auerbacher
Marketing Coach | Public Speaker at Dippidi

In my 20s, I connected to our family-owned Wine Library liquor store and helped develop it with a $ 3- $ 60 million dollar profitable business in just a few years. During this time, I launched winelibrary.com, one of the first American wine e-commerce sites. In 2009, I started VaynerMedia with my brother AJ. We are a social media-focused digital shop that helps Fortune 500 brands tell their stories and drive their business results. We currently have 5 locations: New York, London, Los Angeles, San Francisco, and Chattanooga, Tennessee. In 2014, I launched VaynerRSE, the $ 25 million seed fund that invests and launches the next generation of world-changing technology companies. In 2015, I launched VaynerCapital. More on this soon. In 2014, I also launched the #AskGaryVee Show, a YouTube show and podcast that answers your questions about business, entrepreneurship, marketing, and more. Along the way, I wrote four NYT Best Sellers. Whenever I manage to grab a piece of free time, I reply to tens of thousands of tweets and messages from Vayner Nation and appear on TV in places like ABC News, ABC Nightline, Bloomberg TV, CNBC, CNN, Late Night with Jimmy Fallon, Late night with Seth Myers, and the Ellen DeGeneres Show. I was listed on Fortune and Crain's 40 under 40 for several years in a row, and the New York Times, Fortune, and Inc. wrote about me.

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Tom Ferry has been ranked the #1 Coach in real estate by Swanepoel Power 200 for seven consecutive years, an Inc. 5000 Fastest Growing Company for seven-consecutive years, and the author of the #1 New York Times bestseller, Life! By Design. Check out my popular YouTube series the #TomFerryShow and #TheTomFerryPodcastExperience which was named one of the Top 10 Business Podcasts in 2019!

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Tyler is a 3x Founder, Marketing Coach, and Public Speaker with an extensive background in Marketing, Branding & Advertising, particularly in the real estate industry. He has either worked directly with or consulted over 5,000 real estate agents, brokers, and team leaders all across the country in these areas.

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What's going on? Garry? Is that a Dunkin Donuts? Dunkin Donuts is better than Starbucks Starbucks, but I got to make sure I hope he is not pitching for a Starbucks business, as I would like to doing this video, but a perfect time and Tyler, like taking a sip and see everybody Lubbock been reading. A lot of comments, call Tom, a couple minutes like a price. Dante Brianna Mason. Good to see everybody. Thanks for having me. How are you Tyler? I was telling really depressed to start your

influence on everyone watching, but also your influence on everyone. Speaking is so cute. So we're super excited to hear what you have to say about the real estate industry right now. What's your take on it? So I will. Further, do you didn't do you need? No introduction man. So I'll let Tom and you take it away time. You have a questions lined up, correct? Now you don't OK Google give me a couple minutes. I'm sure we will be just fine. If not, I haven't handy as well so I can jump into question

number one, if you could. While you pulling it up just cuz I hate that are it is really scary. How consist? You know, it's like even when you just said your thoughts on real estate industry and like Jesus like specially, you know, and Tom's world where I've had some interaction through the years. Like, what, what I'm lucky about. Is that Clubhouse or ticktok or Ott? Like Hulu? Like the fact that most people here, when they realize they're going to be running Hulu ads or Spotify ads in between music and podcast cuz he bought

like Facebook. Is it a blow their mind? Right? This one people think one thing about like socially, it's not as big, but it was, but it was in my mind and I think I've been historically correct about this. It was bigger than TV and billboards, and bunch of benches. That's about to happen with other things. Right? Like, there's a new Spotify ad product. You can sell. So you can literally be like, everybody's starting to look for music. Tom Ferry, you know, I'm in the Pasadena area like selling homes. If you're in the market Tom fairy.com p o m, f e r r, y. Calm and that you can record on your

phone and place it the way you place an Instagram ad when everybody your fingers out that that's happening on something as big as Spotify, where everybody's like listening to music or podcast do, that's what excites people. When they realize the videos. They make Cooper Facebook, even though he was the phone stop, the stop. I believe in that the new be able to start placing that on a biddable platform on Hulu for Roku or Amazon Fire stick and now literally their aunt or, or more likely as it ages up with Ott their nephew says, Uncle Tom. I just saw a commercial for you while I was watching

friends. Do you do what? I always knew about. Social was it was so big and would eat the world. What I didn't anticipate cuz it's just too impossible to see was. It's eating the radio and television world because the way of marketing, you know, is so interesting that if it's better, it's localized, if targeted. So, you know, and if he's are now growing VR and AR are really truly now. I mean, you know, I'm in the stage of B R. I bought Bitcoin. Coinbase is going public right now. This second, it is my Facebook and Twitter

and Tumblr, an Uber and Pinterest. And all the things I've invested in vain RC my fun in 2014 invested in coinbase. And the return is extraordinary. Today is like my biggest my career. All right. Congrats, man. I understood the cryptocurrency had a place that you know that this was a real thing. The block she was a real thing. That is 7 years ago. 99% of people on the call right now, still have no clue or 90. No clue. 8% dabbling. Might have a little bit of all of us, including this is the year of that, right? We're all like, oh shit. I can't not know

about this anymore, right? That's the reason I bring it up is because I'm in that place right now with br. Okay, I'm running now. Start to go a little deeper. You may not see a single post from Gary Vee about it. For three years. I'm coming behind the curtain to talk to all of you, not because of that, you need to go Russian invest in VR, but because I want you to understand that the only thing that matters is attention. What are you doing? Real estate business? You need people's attention attention.

So they say, oh, I like Tyler. I like Spencer. I like Todd back. I like Patricia him as that's what I like and Trust. Natalie Langford, whether you saw that as your Cleveland top broker is a billboard, whether you heard that on the radio weather that came through on it, Facebook post weather at your aunt, told you that that's who she used to buy zwilling. Been 23 years, leading it or you're a kid. Thats wearing a good suit cuz you try to act older and presentable, whatever it is. It's all the same thing. Does somebody know I exist? And will they then do

business with me? What I do. And what I want everybody here to do is understand. That if you don't. Obsess over the first part. The second part doesn't matter. I need the greatest realtor of all time, based on. But if you go in yelled at God said, I'm the best in the Backwoods of Hunterdon County, New Jersey, where I did high school and nobody's there. You're selling 0 homes. The biggest disconnect AC in real estate is people get way too comfortable in what worked and a low them to sleep and they don't have the interest in being. In the

Brandon game there. So transactional, which is required, which I love, you know, what? What does maybe mean is? I love selling and I love Brandon. I like Brandon more cuz Brandon does spelling for you when you're not selling nobody here. Dunkin Donuts. Didn't call me and say, would you please come to our store this morning? I need a cold coffee from Dunkin Donuts this morning. Would you like some coffee, sir? One of my lips on yours? Gary is the one that you did with Tommy Hilfiger and how that brand re-established itself because of its brand prowess, you know, over what two decades now. So

yes, I love all that we have about 10 questions. I have lined up for you guys to go. Do I'm sorry for my bucks on it back here. Obviously understand your big toe funny, even though you have the human I probably hate the most on Earth. So stay with your team right now because Boxer in NFC team. It really doesn't. I don't hate Tom. Brady, anywhere. Close to think I was, I was kind of, like, I watch the Superbowl did. Tom Brady, thing is the same thing happen

with me with Jordan, on the Wizards. It just doesn't matter anymore and all that shit. You know, the first question. Where should I be trying to innovate in 2021 Clubhouse? Clubhouse, love it so fast and I'll either follow up or I'll come back with Tom. I see when I say somebody want to give it to you. Go ahead. I would I would argue for you to pre-roll ads Gary maybe 3 years ago sitting in Miami those right now are killing at such a high Roi. It Bonkers YouTube, pre-roll ads to your point is an obsession. It's funny how we interpret that

question Tyler right to Tom's for him cuz he has a better post to it. What I always have to be careful of is I'm So at the Forefront I'm sick. When you say innovate, not what the best practice book, practice is still clear on YouTube and I like stick with me. You're now Facebook. Fucking Facebook is dominating right now. I don't understand that people like want so badly to go to the next thing. It's Facebook creative. It's the videos. And Facebook groups. If I'm everybody on this site, you known for years. I've said this in the real estate

industry very early on in a time that we talked and very early on in the inventory was kind of my coming-out party. Was this whole thing. The people still to this day or doing this mayor of your town, There's an execution that will crush for people in here Facebook groups. And here's how you do it. Let's use Tampa, the Tampa. The Tampa Small Business Association group and you're just hosting the party. Write, how would you like? As a real estate agent to throw a party in your backyard every day of the week where everybody comes but doesn't

cost you any money for refreshments and it doesn't look up your backyard and your house and take up all your time. That's what starting a Facebook group that's broad campus mother Association moms at home, working moms from homelake, whatever you do that, you're passing out, you start a Facebook group and you're the person that throws the party monster monster. So Gary, one of the things that super hot right now time to go for everybody is if you're not comfortable starting the group, join all of the local investment groups in your town, but not the ones that are just not sfr, join the

multifamily duplex, Triplex for blacks. So you might be the only resident agent in that space and everybody that owns multi-unit. Everybody been on the commercial also wants a house and every Open contribute. Don't be that sales guy. Gal. Just contribute. Be a part of it. Be there to get him to learn and grow together. If you can, if you can take your sales, do you have out of yourself? When you enter someone's home? A different Facebook group for just, just, just a little romance romance. Good things can happen. You do a little

romance. Goes a long way from Rome. Italy need to be humans, not sales people in those. Facebook roof is about time that I see conference focused on tactics. Not just saying feel good. So let's go very tactical, start a group and join V in your local area, on Facebook, committed our that for a month and then hit up Tom and I on social media and tell us what happened. It's going to be good. I love that man. This is a tactical conference or anything like that is amazing for helping dyed,

my answer. So keep them coming in here with observations are questions. Go ahead. What would you sell a well-established agent or broker? That is still deciding between advertising through traditional mediums, like Zillow versus social media, Google and YouTube. Both people are so passionate about either or or and then somebody was same time and then I would say, yes, you do on it. Everything else you're doing cuz you're wasting a ton of time on dumb shit. And then also, I want to know what you're doing when you're not

working because if you're watching 3 hours of Netflix, I need one hour back. I need one back for a little bit of both and then some people to go out have enough money on my scale down either the social part or the Zillow part scale, one down. So you come with The game is absolutely both. Awesome. Let's see. You look at 1 start time. What's the number one? Most tactical suggestion that you have for agents to attract more sellers in this market right now. So, the thing that is

outperforming everything is a text message that you send 8 to 10 today. So that here I'll give you just the numbers ready hundred eighty-one text messages, Gary in 4, weeks. Two people that are already inside your database. So there's some know like trust some love it, some level 181 over 4, week. Hunter and 44 responses, 42, people raise their hand and said, I'm interested. 38 had a CMA created. So here's the value of your home Gary, right? Like you asked for it. I'm giving it to you. Don't go to Zillow, don't got anybody else's site. Here's the hyperlocal experience, from that

group on average, 12 research, phase sellers people that are like Hey, were a year out for moving? You know, my my mother-in-law is about to ask to. We're going to move to why we're leaving New York, for going to Florida. Whatever it is a year out to research base Sellers and on average 3 listing taken and then for revise for buyers. And then usually one or two investors from that hundred eighty-one test with about a thousand different agents. So that that my friends is the single, most practical thing you could do it. All means is he Gary, checking in hope you and the family are doing

great, you know, the real estate market in New York City is Bonkers again. I'm curious. Would you like to know the new value of your home? And it's saying bunkers, save bananas and do like eight banana emojis cuz it's going to catch people's eyes and Imagination and they're going to respond to it. And that's all the text is, right. So, if you haven't talked to the person, you might want to say she did a little bit. Even say, hey Gary, check in and hope you guys are doing great. Just need to send you some love. I was walking down the street know you guys are in the neighborhood. Just wanted

to say. Yo and then 2 weeks later, you send that text. But for the third of your database that's already warmed up to, you start sending 8 to 10 of those text messages a day. Don't send 500 at once because you won't be able to handle the response and actually you're talking about your client experience with supper. And what date does vs500 is allowed you to go deeper with each individual one which allows you to create contacts and humanity and humans are animals. We smell shit. We know when we're getting a bulk and everyone got this and it's fuck. You Tom, instead of

Tyler getting a text from me about a free Leonard fournette, signing that day now, it's like, wait a minute, Gary actually had to write, this is not sending a bulk to everybody that let you know when so that yeah. I've been on both sides of that. I've done it myself. I sent a manual check that I've done but it's been two can wear, you know, people actually think it's an automated response was actually me. So That's great perspective. There to go. Look at that as well for the years of the Great moves for everybody. When someone's like wait a minute. This is fanned into

that. You literally make a video like Tyler. You like. I might hate text me about my that you hook me up with years ago and people go. Is this really Tom? And I'm like, hey Gary, it's me. Like, how can I help? I only gave out my number cuz I want to help people so I can how can I help freak? What time intuitively figure it out? You know, when he came across a young me and actually executed on, I always give him credit anytime I can because it's true. So many people came across me. Many people were

smart enough like Tom to understand like, oh fuck. I think he might be up to something almost. Nobody actually executed because it's hard but what time? Tom had any others that it had was beyond bishan and the actions to actually match their ambition? The amount of people I meet them are going to be millionaire selling homes and then like, post three times on social in Lake, don't cold call cuz they're scared. I like, like people don't back that. And so, what, but what the inside is, why I'm bringing this up. Tyler is He understood that scaling the unscalable was the actual game. Right?

Right, which is really not so probably work for him was prior to our technology. Was very much a dirty. You know you grew up in the Game knocking on doors, like no work, ethics, directly affecting your outcome. How many phone calls you were going to make and how many doors you will knock on. And how many Chamber of Commerce is you were willing to join and how many local Boys Club this and that you don't and donating to the little league and like all the dirt and non scalable stuff that you were willing to do. Was it the rap

god from you? And when technology came along to Norco, good, I can just email blast everyone and go to sleep. Right? And and the right way to use technology is to use it in parallel, to amplify your hand, to hand combat. You're getting your hands dirty. So I have four more questions. We have about 5 minutes or so. So let's run through these Gary. What could, cause the extension for massari? What caused the extinction of the real estate agent as we know it today? I think the human being doesn't get eliminated with acknowledge anything. I did. I do think Amazon and Zillow and like,

big companies are,, I think people need to be very careful and understand the technology will continue to try to take you out. It's your best friend and your worst enemy. But humans, when they make that big of a purchase, really feel more comfortable doing it with humans. So, here's what I would say. I do believe that the big platforms will eliminate over the next decade, which is a long. Of time, the bottom twenty-five 40% of Ages. I think that they're just like buying a car. Instead of going to a dealership. I'll speak for myself. I'm in

uncomfortably comfortable. Buying a 10 million dollar home through three clicks on a computer. I need it or be weird or to prove a point. I am uncomfortably comfortable with buying a $10 home through the computer and its Zillow want to set up 5,000 people virtually and call centers and they're in the Philippines. So they can just answer my question. Like, what's my mortgage is? What's that again? And they can answer it or an AI bot machine learning to just answer. What was the school

district? One of my taxes. I will do that. And so will a lot of other people? Many more people will not my father would never do that and and many many other people including people younger than me will not but what I do think will happen. Is that the 25 to 30% weakest agents in the game that are getting by will have something to worry about over the next 10 to 15 years? Tell Gary if you were on my, my, my rant, with everybody, the argument today, it's at it's actually what you're discussing is coming. It's already coming. True. The difference is today.

It's the smart marketing companies. The zillow's the realtors that Quicken Loans. The Mellow homes, is they figured out the Arbitrage game because agents won't brand themselves and what Market themselves and like my entire argument for everybody looking today was you need to dig a moat around your castle and protect your brand Beyond, just put it on steroids. You need to recognize they're all coming directly for your commission dollars and I returned it everyday relationship. He's right, but they're going to outflank you for making the relationship

digitally before you met me in real life and the scale is the issue. And by the way, like I can see in the comments. None of these companies are bad. I'm friends with all of these companies they are Just following their business plan. The question is, what is your plan to make yourself a little less disruption in time to five years and when I wrote the thank you, me and did something. This is what gets me so mad. That was your best book. Wait till you see what I've got coming in. December. I'm I'm ready. I'm ready. I agree and I think this one's got it, but nonetheless.

It's a big statement and and Michael inspire me, which is why I like comments. I to this day. Can't understand how people don't understand and I would say 90% and is it a rough? Guess you guys probably have a better number to guess on people are atrocious. Keeping in touch with people. They already sold a home to I'm with no showing your card that you actually want them to say. Hey, my sisters in the market, just like, again. I'm just picking using Tyler. I know exactly who I would have been as a, as an Agent Oso, Tyler's home and out of nowhere for

no fucking reason. When people want a good Monday night game, 18 months later. I would have texted me. Like huge win. That's it. Knowing that I can't in you say, top of Mind knowing that tomorrow, Bruno walks into the office and goes. Hey, I need to. I'm thinking of moving. He's like, oh shit. You need to talk to my dad, Gary. I tip. You know, where all the money is for. Almost everybody was watching this right now is the collateral relationship graph of the people. They've already sold and did a good transaction with yet. Most people are such Hunters. They keep going

for a new thing and I'm not farming and old thing and when they Farm you'll thing they fuck it up because it's too like, hey Sally, how you been doing? And your friends then relationship. Are you literally just you just reiterated three of my big points so that he's answered one of my questions was what would you do if you were a real estate agent today? Which obviously, that's what you do. I apologize, man. I did have a hard stop. I don't we Phone number to much but I hope we gave some value and I hope everyone's well.

Tell her I'm out. I'll send you the slides. Keep up the good work. Thanks everybody out there. And hey, text me +949-216-546-6949 to 16546 6, and if you actually say, is this play, Tom Ferry. Look at a video saying, what's up, Tyler? Tyler. Thanks again for doing this man, preciate. You talk to me. Awesome, guys, how good was that stuff right there? So as far as next steps here, I'm going to have us a quick 5-minute commercial break here and then run jump into Chelsea pipe. She has an amazing session around

Instagram. So bear with me just for a quick second and we'll be right back.

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