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:
This was one of the events of the year in the Real Estate industry. 🏆
After 1 year in the business, I became rookie of the year at Century 21 at age 24. I attribute my quick success in Real Estate to being married at 19, I had a lot of people to prove wrong and a lot to accomplish quickly. In 2014 I created LabCoat Agents as a Facebook Group and in 3 years we have grown to over 80,000 members. LabCoat Agents is extremely influential in the Real Estate world and we are the largest Real Estate Facebook Group in the world. We are now one of the leading Media/Education Companies in Real Estate.View the profile
So, now we have Tristan, buddy. How are you doing today? Good. I was just admiring your background. I was like, that's an iconic photo that I was hoping. It was going to be Jordan, and Kobe. I was like, is that Kobe? Oh, no, it's it's LeBron, but I wish they can actually play in in real life, in their Prime. So we can have this whole debate. And after that, what we already know the answer to that. What's your answer to? Come on, bro? Love it. Love it. I've been a fan of yours for a while. Now. I've loved your constant. I love your energy. I
love your ambition. I love everything that you have going on, man. So, I am thrilled to have you as one of our speakers, the pour into the audience and just to give value back. That's one thing that I can really stand out for me about you is just about how much you get back to the industry. You seem to be everywhere, man. I'm so far as your personal brand and just what you do, you know, Cheetos to you. So I'm so excited for you to pour back into discussion here and it's really all about growing your social, your sphere, how how you get more credibility, how
you grow your platform and build a community like you have. So I'm just super excited to hear what you have to stay, man. Anything when it comes to marketing and branding and advertising, you guys should listen with both ears. Wide. Open my competition. So be careful. What's up, bro, Brad McCallum, who's also on this tomorrow, right? Watch that Master at work. Yeah, man, we had our lineup is when I'm kind of framing it, as when it comes to real estate, marketing, brandy, brandy and advertising. All of you guys bring so much to the table and so many
different areas. So, I'm just pumped to have you man before you jump into your session. I'm just reminding everybody. If you do want a signed copy of Gary Vees crushing. It book take a screenshot of Tristan and I session hear a gas in it. Actively marketing, make sure that we can read ResCare that and you'll be entered to win one of the tents times book that Gary will be sending to us. So other than that register for the conference. Watch this again, Christian the floors. You're the man. I love it bro. I so let's talk a little bit about social media. Let's talk about the content.
You're creating. Let's talk about actually growing your engagement and your audience right eye. I created a a process for this because I kept on getting the same question from my team and I'm like, well, let me break this. Let me break this up for you and let me make a profit in the system for you on the Shelf. At the first thing is, I always get a question is too. Well. When should I post, what's the content? I should create. And how do I do this? Where do I start? Where I have a solution for you? I have actually created to
acronyms for you and you probably not going to forget them, cuz they're super easy. I could teach this, dude. I could teach this in about a minute, but I'm going to extend it to 30 minutes. Okay, just just for you and you guys drunk questions and also I'll be moderating it. Like I said, so any questions that you guys have a prescription at the end. I'll make sure we have a 5 or 10 minutes or so so we can dive into that. Before I jump into the 1st, acronym her to stay. As to why I want you to realize this. You've got, these are the most visited
websites in the world and I say this offensive Google at 92 billion monthly visitors. That's quite a few YouTube is number 2 at 35 billion monthly visitors and then you got Facebook at 24, 25 billion. And then it goes down to Twitter, Wikipedia, and Instagram. Yet. Twitter's at the top there, who the hell knew, right? I didn't like that, shocked. The crap out of me. I believe I think she people visit it cuz they always go for the announcement or that news peace. They can throw into like USA Today or something like that.
That's why they get the visiting visitors. So you've got to Understand the world. We live in. Look out of the top. Six four of those are social outlet, right? YouTube Facebook, Twitter and Instagram in the billions. You're like, damn. That's right. I never realize that cuz Google is just like a place. We go to search for things that doesn't even count. So I want you to make this part of your business plan and say, okay, look, I know I need to do this. I've sucked at it. Randy says, he loves Twitter. Good job, Randy. You stick with Twitter. I think you, you got to say.
When is the time that I can identify that? I have an opening in my daily routine. What does it look like? And for me? It's typically in the mornings, right? I actually created an acronym for what I need to do, what I need to post, right? And like I said, everybody's got the thing. I got acronyms that reminds me of the things that I need to do. And so once you identify that time you like, okay. Well, how much time do I need? I would say 30 minutes. Is it part of your business as part of your growth, when I go through this year going to be like,
this makes this makes a lot of sense. Number two. Think of where you want to gravitate to where do you normally go to like like my friend Brad since he came up here Brad gravitates to YouTube, right? And after he's he's starting a master YouTube right now. He's like well damn, I created all this content. What am I break it down now and throw it onto reels and throw it on the tick tock since it's already done and they're on to Facebook and everywhere else. The point is, you need to go deep in one place first. Now you start get Gathering a following
like like I did with Facebook, right? I went all in on Facebook, all in Creed, lots of content. And then, from there, I started throwing it everywhere. Right? Right, Tristan. Good luck. You'll get overwhelmed with all the different mediums that are out there. So that's a great example with Brad, you know, he's focused on YouTube and now his audience has grown To where he posts or Clips on his Instagram or he makes the IG TV version of the YouTube video, you know, there's now he's dabbling into his other mediums, but I'm definitely on the same side of the fence. Do
you know, Master one before you go to the next or else? You're going to overwhelm yourself so I can upgrade that's a key. All right, so I'm going to go deeper into I'm just going to pick Tik Tok deeper into, Tik-Tok to find. Let's go. I want you to take some time to spy on people. I want you to go in there and just your mornings or 30 minutes, or your sit down, toilet time. Whatever it is. You're going to be like I'm just going to scroll through and have some fun. Looking at all the people on here and then you're going to
have thoughts. Like I can't do it. There's no way. I can't dance like that, right? Or damn. I'm not as funny as Tyler. That's really good, right? That I don't know. If you're funny. You're not a pain going in your like, wait a second. I can identify with this person and then you start identifying with those creators that you can duplicate your like. I think I can do like this. And then you start following those and then you start getting inspired by those and then you're starting to stay inside you. Like. I
think I can do that. I'm going to try something similar to that. Right? And that's what we don't do enough of consciously and subconsciously, but it's not with intent. And that's the biggest difference because now when you start looking at this and making a pattern out of it for yourself, you're like damn I'm making a plan here, right? Now, it starts, it starts growing from there. So this is why I tell people, let me see if I can share my screen really quick with you when it's up
my screen. An application open Chrome tab. Skip this one. I'm going to bring it over here. Let me know if you can see it once. I pop it open. Okay, I want to share stay because it's it's something that it's not here. Let me try one more time. Oh, well, it's on your well, let me just show it to you. Anyway, let me share it with you. Anyways, it's the acronym estate. And the thing is, I've broken this down because people are like, what, where do I start? Where do I go with havoc on, to do, I create a so you need to start with a process called stay. The
first one is selling the story and this is all from Moseley. Real estate agents are people in the real estate world, right? Tyler to check this out, you get a listing or you're working with a fire and there's a story behind it. But instead we decide to go on social media on Tick Tock or Instagram and say hey, I just got this listing and it's listed for 499000 and it's so pretty inside and I love the neighborhood. And the doors read. This is the kitchen, right? That's what we typically do. We don't sell with the story and there's a story behind
every home. Whether it's an actual feature that you love about the home. Is there, an amazing fireplace. Is there? The most amazing basement? The backyard, is it next to the beach? What is it and the sellers Tyler when you bought me to buy your first home? There's a story behind that. That's why did you pick your home? Did you love it for the neighborhood? The schools? Did your friends live close by. What's the story. Right now? I can pick your brain as the seller and be like me, telling you mind, if I use that that reasoning behind. Why you chose your helmet? The
story behind, what I'm going to shoot right now? Right now you're catching people. I mean, look at the book hook Point by our friend, Brandon Cain, right? Who used to run Taylor Swift social media and Katie Couric social media, he say, You got three seconds to engage people and that's that's typically just on Facebook and maybe Instagram on Tik Tok. You've got a second one second. If you're not engaging, like if your backgrounds not cool or your footage, is it good? Or or the story that you're telling me isn't good? Cuz I can't dance
remember and Tyler. And I are not funny right. So it needs to sound like this is the most amazing feature about this home. Check it out. Come with me instead of hey Scott this listing right next. Is teach s is for sale with the story. T is for teach where the real estate world? We have so much knowledge that we just don't share with people. We know what to look for in a home inspection when you're looking for a loan, right? When you're closing during the transaction. What are the things sellers need to do to prepare their home?
There's a lot of things we can teach and just take a few seconds to Showcase two people, and if you're lost, go to Google and ask questions, like what should a home? Buyer look for when purchasing a home and you have like thousands of pages you can choose from and they could just the top three there, make a little video for 3 minutes or less. Now. You're like a home inspection right now. Let me show you exactly the three things to look for when you're doing a home inspection. And then you go through with it and all of the real estate agents have home inspections. I mean unless they are
waived. So you're staying there with her home inspector. That's even better. Because I hate, I hate Tyler. The home inspector. Would you mind if I shoot a quick video on home inspections? You're going to be in the background to point to use. I got no problem right now, you're teaching and you're engaging, right? We don't do that enough. Now that's just the business aspect to it last and the t write the A and the wise where it gets really fun for me. Because the A is for advice. It's it's the things that we love Tyler. That we don't
showcase enough. I like, tell me, what do you love me? What do you love that? What's a hobby of yours? I love the books. I love basketball music. I love working out. I'll do that a lot or any of those are our Hobbies. Like do you actually play football to you? You write music. Do you play any instruments? Well, I mean, it's hot. So you probably Fitness. Yeah. You showcase your hobby on the things that you love or processes that you've mastered over the years of
loving that hobby. Right? And that the thing is we usually start with business. Instead of starting with that, start with a hobby. Now, you can connect with thousands of people in an audience that also loves that do. There's a lot like if you were working on you show me what you were doing to do. That's how I thought. That's cool. I like that, right? You bought something to work out with, right? I got to give you a, I'll give you an example for me. Like, I don't know if you can see it on my right there. There's baby Yoda. At the bottom of baby Yoda right there.
And it's a, it's a job. You know what? Let me show you. All right, that's media. So I'm on Tik Tok. All right, I'm on Tik-Tok and I'm like I'm scrolling through and I see this painter guy and he's painting. This is painting this and I'm like, holy crap. That looks really good. Right? And Andy's painting. And I'm like, dude. I want one. I just messaged him into the Tik Tok thing because I go get go to my leg is on my bio. I go there and he doesn't have any left and he's you say, well, look. I only make one of each painting and then I make these prints after. Right?
I go, I don't want to print. I want baby Yoda so I can put them even said, okay. Well I'm painting one more and this is what it is. And this is what it was right is baby Yoda, I don't even know if you watch the Mandalorian Tyler don't answer that, This is baby Yoda, this is Mandalorian the Mandalorian tan and he says give me the give me the little thing back because that's kind of like what attaches to The device that he drives to visit his ship with and so he finally sent that. He's like I got this one for you on my dude. I'll buy it. So now it
could have just ended their I could have got in and posted it up line, but you know what? This is the stuff. I love, right? I mean, look at the stormtrooper helmet in the background stuff that I love. So when I got the painting, I'm like, hey, honey. Can you help me unravel it in a box and everything. I'm going to record it. Record it. And I posted up on Tik-Tok and it gets a hundred and sixteen thousand views with a whole bunch of likes, right? And I'm like, see now. I'm connecting with my audience with the stuff that I love by in the other story,
right? This is why I love a for advice, right? I got this osmo for by DJ I and I'm like dude, this is awesome. I unboxed it, 60 seconds unboxed, it got seven hundred thousand views, then I could open a show how to work a 16 second video. I get a million plus views with fifty thousand likes right now. I have an audience. Now, people care what I do for a living besides DJ. I reached out to me and they're like, hey, you want to do more like that. I'm like you think about
that. Hell, yeah. So the opportunities that have come from growing your audience from the Hobbies you love. We don't think about that or not because we're like dinner with Tristan. We sell real estate. I'm like, yeah, but nobody gives a crap. I want to know more about you and the things you love. Let me connect with you, through that, through that authentic process, and then I'll care about what you do. That's gold, man. I love that so much. We talk about this with a client activity, like the content killers that helped us create more ammo to run ads to know when you guys
post organic content like that and get more reach and get more Impressions. And and it clicks that increases your remarkable abilities to run ads to and drive traffic with more intent-based around real estate. Do all of your organic efforts compliment all of your paid effort. So I actually love that if I said something that I could take my stuff cuz I don't do a great job of that with things that I enjoy doing. I don't document that unboxing of my Jordans or, you know, I would love to see that. Tom, Brady Jersey that I just got like a Superbowl.
But I know a lot of people don't, which will be even better, cuz it's a dude in end. And more importantly, tag, the Tampa Bay Buccaneers right tag them. That's right thing call, right? So the last one, is why for you? And this is what we don't do enough of an, I see some questions from Cheltenham and I'll get to you the thing that we don't do enough of it showcase ourselves, right? And if it's if there's one thing you can learn about what is probably quite a few things you can learn from the Kardashians, even though you
don't like them either cool. Only because they made a business out of what you did and you got to respect that. There were taking pictures of the cells, scroll through their social media. There's a lot of damn pictures for the Kardashians and you scroll through most of ours. And there's just not enough pictures of ourselves in action working or doing something throughout the day because at the end of the day, I'm only going to follow Tyler because I like Tyler. And I want to see more of
Tyler. I don't want to see more of the junk, that doesn't have anything to do with Tyler, right? This is where you allow people to connect with you. So if you're a little shy and you don't like to take pictures of yourself as much and take pictures of your dog, take pictures of the things you're eating or like I took a picture of a peanut butter and jelly sandwich the other on my personal Facebook page. And then I just put like, on this is my go-to and then people like started jumping in there, like well, smooth or crunchy. I'm like, and then people started giving me advice on what type of
peanut butter and jelly sandwich. And I'm like, damn I never tried a buttered toast with peanut butter and jelly in like that. That's a really good dude. It's all about this. Stay Wright cell, with the story of great advice on things. You love your hobbies and why for you? That's where you start creating a consistent process of how you should be posting. I do I go through that every day, for me know. I'm already in Rhythm. I just post stuff, right? But I know it's a balance. So I think Randy also commented on that now, he's commenting, he Reese's peanut butter and honey.
Yeah. There you go, or I got, I got you answered that one, Amanda. Yes, it works. It works. And thanks, Rick. I appreciate that, man. So a couple of questions on personal or business. You should definitely do this on your personal right on Facebook. If you gravitate to Facebook, use your personal page, if you gravity to Instagram, make sure you use the Creator. One for Instagram. That's just the better one to use. Don't even take you to everything else. When you go to Tik Tok, use a Creator. One for Tik Tok to, and when you're on YouTube, you have no choice. So you should stick
to that and then anything else I missed. It doesn't mean for. I don't use Twitter as much but I'm wrong. I guess cuz number for most websites in the world insane. And I'm just starting to use Pinterest a little bit here and there, but I'm not the greatest. I really just gravitate to Facebook more on YouTube lately, which I think you've seen and a little bit. Here and there on Tik-Tok, I play around on, Tik-Tok a lot. So you may see some really strange videos. If you follow me on Tik-Tok and an Instagram, I do it on Instagram as well.
Rick says, we got a local spot that sells local Tupelo Honey in a dude. Rick. Well, damn, I want to know about that spot social media, man. Yeah. Absolutely. That's what I'm talking about. The whole story selling. I thought that was a really cool way to describe, instead of story. Telling your story spelling of that. I'm going to steal that from you. Where would that be exactly? Zachary says, he's a master at 6. Bro. What's your thoughts on clubhouse? Tristan Clubhouse, man? I jumped in early and now I have like thousands of followers because I was early I think they just announced
the Android ones coming out. So any anytime now, they know that they're getting, they're getting attacked and left and right from lots of different people. Facebook just released their beta version of their Clubhouse called hotline, which is a terrible name. Yeah,, I love it. I've been connecting with some amazing people on clubhouse and I think it's only going to Salina grow. So you can jump in right now. Before Android jumps in. You have the opportunity, you still grow massively there because most people have an Android phone unfortunately and don't take
offense to that. We have an Android phone. So, now, let me tell you, that's just the content version of it. I also created a calendar. I crave quarterly calendars, or I have like 1st 2nd 3rd to 4th all through the whole 30 days or 31 days and I go stays tayani prompt you with certain prompts like hey, this is what you should be talking about today under s. This is what you should be talking about on dirty just to make it easier for everybody. They're just prompts right now. That's great for Content. Not pay attention. If you haven't
paid attention head. Dammit, here's where you pay attention. This one's even easier than the other one. It's l l, c, m & L for Larry, C, C for cat. And for mother right lccm Shelly, I would recommend Facebook business page. That's just to run your ass and you can post professional things on there. But really where it was going to drive most of your urine real authentic engagement where you can grow more, is your personal page, even though you're capped at 5008, doesn't cap the followers that can follow you. That doesn't stop at the only person that has more friends than 5,000 is Sheryl
Sandberg. Cuz she works there and she hacked that she's like, I need more than 5,000. I was like, okay, but look, more personal page. Definitely all the way business page. You still need one to run your, your your ads. So great question. You both are so llcm and it stands for it, like, comment message. That's what it stands for. And this can be used for LinkedIn. Brian. See, I'm paying attention to, this could be used for LinkedIn. It can be used for Facebook. It can be used for Instagram. You can be used for Tik-Tok. If if the Creator is the person that's actually
posting things has the messaging on for the public cuz you have that option or not. But usually typically those for the way, I'm going to handle it the way I'm going to tell you right now. All right. So here it is. Tyler. You scroll through Facebook and you're like, that's cool. That's cool. That's cool. And you hit a like, you put the little heart or you put a little happy face or whatever. I hardly ever use the angry face. But by the way, the angry face set up your pressure.
That's probably true. You know, I was in charge of building those out, all out. I'll connect you to answer that one. So, look there's that. That's what we typically do. Like like, like even on Instagram, heart heart, heart, heart, heart, heart. Everything are right. And that's typically work. Start occasionally. Here. They're like me and Tyler. Will be like all will comment. Right will come in here. And that's cool that you like, you like the Bucks. I'll be like,
yeah, awesome. Somebody made type in they suck, right? Just for fun. And that's typically worried as well. That's where the magic is about to start, but you screwed it up cuz you didn't continue and you don't treat this like a business, right? You treated like social media. You're like, oh, it's your social media. So, it's just, it's just 35 billion people on YouTube or just 25 billion people on on Facebook monthly visitors. That's all. No, big deal. If you don't have a business plan, you know that documentary that was all about Facebook. And
I forgot what the hell it was called. It was like saying that they're controlling the way work processing nation and news and all that. It's true because most people actually are just using social media in a subconscious manner, feel like Bridget on, when you look at me know. There's a purpose. I'm on there for a reason, right? I don't just ever pick it up and be like, let's just chill. Although I do see some great notebooks cuz they really have good targeting and I love notebooks. I like have a stack of
notebooks that I don't use. Probably can probably see them on my background somewhere. They should be targeting with with, like, stormtrooper helmet. I would be like, I have like five different colors, right? Here's a thing. Be purposeful in what you do, in your mornings. And I said, 20 minutes to do this daily set. As my team must have my team. And those people that I like insulting. That's this. Tyler like, message. I'm going to go through the 20 people. I know. That pop up into my feed on Facebook, Instagram, LinkedIn, wherever, let's just Facebook. I'm going to be like, for Tyler,
just popped up. I'm going to like it and will get the pertinent if something good happened. I'm going to like it, right? And if you're eating out, what's your favorite place to eat? Tyler? Texas de Brazil. Let's see, you're there and I like it and I come. And I'm like dude that me looks insane. Right? And Darla thanks. I love notebooks to notebook. Orders together and that meal looks insane. That's my comment to you. Right? But, because I'm being purposeful here. I take it a step further. I
go to message you and I say, hey, Tyler. Dude, where the hell is this place?? Or what? Are you order? Typically there? Yeah, it's actually all-you-can-eat steak house. So it's Brazilian steakhouse. I wouldn't have known that unless I messaged him. It's just did verbally messaging right now. He told me that and this is where the magic happens because if you're doing this 20 times in a day, that's let's just say you have a 30-day month. That's six hundred messages in a month, 7200 messages in a year.
How many of those people will be engaging back with you? And how many of those people will be looking at your profile and if you have good stuff cuz you're going through the stay process on your profile. They're probably going to share some stuff from there and they're going to be like damn that helmet that Tyler's got that he has box. That was cool. I need to share that cuz I'm a box fan as well. Now you're growing and you're making people feel significant because that's why we're all on social. Write all the most of the people are on here.
Just out of being on here in the picture sent. I should put this on social no process whatsoever in regards to treating this like a business. You are though your intent full Facebook, 20 on Instagram 20 on LinkedIn. Now all of a sudden A month later. I mean dude, 600 over here, 600 over there, 600 over here. That's insanity. This, this is where you start creating engagement and growth and people are always looking at me. Like, how do you do a Tristan? I'm like, well, there's a plan behind it is an acronym for
creating content, daily, weekly, whatever you want to do a cell with a story teach, give advice on your hobbies or things you love showcase them. And then why is you talk about yourself up? Take pictures selfies, your dogs to dogs here or you eating something like that. Now, if you want to take the LCM process, just a little bit further, instead of me messaging you a written, and asking what? What did where is this place? What's your favorite thing to eat? I'm going to just pop up my camera on messenger and be like, Yo, dude, that looks sick.
Where the hell is this place? And what do you order send? I just sent you a video through Messenger if I want to make it even more fun tired you ever use the the the filters on messenger. I don't really but I receive them and I laugh everytime I write that crazy. I don't use them but one of my you know him Marcus Willard, you know, Marcus Willard. I'm really good friends with him. He's going to just or maybe not. Maybe just send it to everybody. He'll be like the cowboy hat. Man with a funky boys. Filter
messenger video, right? And I'm like, wow, that's great man, that goes back to Gary's Point like to open things up today. It was, you know, how do you go deeper with those relationships and you do that through purpose and intent. So I love everything that that you're saying here look does acronyms. I need to do a better job myself for them personally. So I know a lot of people everyone here that that's listening or watching. I think this is great. I'll take a bull stuff to implement today, you know, tomorrow when you go to the gym those 20 minutes that you allocate like you're so
I mentioned. That's great man. Dude, just too simple acronyms stay LCM and content one for creating growth and engagement. You will 30 days recognize you on social media and you will have business permit in t. U is my whole team does this? And this is how we get business is like how to close a a 13 million-dollar lead in. Malibu how to sell Matthew Perry's home. Have a mic. We use social media. That's how we do it by post Yoda, dude, all a lot of us Focus so much on what to post and not what to
comment or like and message. So that I think that's amazing advice Tristan. I think you went through here and answer most of the questions on this is a business. Social media is a business. You can go through the whole documentary on Netflix and pretend that. That's actually the way you live your life on social media. I hope not. It has no control over what we do. If we treated like a business, you need a business page and you be purposeful need to understand what the hell you're doing fire
Dippity to do your stuff. So you're not being targeted. You're the one targeting people. Now, you're treating it like a business. What's a berry? And this is how this is how it's done. Man. Brandon is, let's see. It's a free. What's, what's going on with Chelsea? What's up, Jesse? Thanks for picking that up. Alright? Tyler, anything you got,, you crushed. It. May I would expect anything less. That that's amazing advice. I'm a big fan of acronyms to. So what, what is everyone watching? Whenever I send the recording? I'll make sure to add a slide or Trisomy. You can send me
what you were intending to do both. I have I have an outlined for you. Stay one and the LCM, one for everyone watching is out in the email that I sent with the recordings. I'll send those are for everyone to so amazing stuff, man. Thank you so much for your time. I know you're super busy. So I really appreciate it. Thanks guys.
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