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Eric Simon - How @thebrokeagent Built the Funniest Brand in Real Estate | Dippidi Deep Dive 2021

Eric Simon
Founder/CEO at Broke Agent
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Dippidi Deep Dive 2021
April 15, 2021, Online, USA
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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 speaker

Eric Simon
Founder/CEO at Broke Agent
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Welcome back peeps. We are here today to Dippity deep dive 2021 up. Next on the virtual stage is the broke agent. Eric, what's going on with me? Are we doing those a lot of commercials there? I was going to go. I feel like I was watching The Bachelor, waiting for the rose ceremony and just waiting. That's hilarious. Hey, man, got the sponsors. I got to give him the shout-out. You know I'm saying? So yeah, we appreciate them. So, hey, I am so thankful inside to have you, I didn't fall in the Broken Age of myself, personally, for over a year now. And

honestly, man, you give me a good last multiple times every single day. Is it seems like so the industry. I'm sure you guys follow the brook agent. You probably seen some post to reach shares of its content. He actually also is doing some things that can make it a lot easier for you guys to download that constant and make it your own. So the last things that run dive into today, but Eric, I'm so excited to hear more about your story and and how you started the broker agent, how it came about where it's going. We talked off air and and yes, I'm starting

goals and Ambitions for the Grateful Dead. Platform to share it, man. Thanks for having me. Absolutely. Absolutely Sol. I have a few questions that I drop down for you but it didn't. Did you want to start off first by saying anything? Erick start the broker agent six years ago. It says social media-based company become a real estate humor news. Eventually. We have a podcast of Oprah's podcast with Matt leonetti. He's coming on after me. And the goal is to become a media company, like the bar stool real estate. Absolutely. So is that the reason why

you started the rotation or house? Like what's the, what's the real reason that you started it? Or didn't think you would come to where it's at. Now, I was struggling realtor still, am I test? But I was a real estate agent six years ago, buyer's agent sitting dead, open houses, and inspections. And I was basically a runner for the steam cold calling and door knocking every single day to absolutely no success and It was at those moments, a note, open houses where I had extreme anxiety about like where my career was going. And what I was doing with my life and I was going through

Instagram and seeing all these motivational quotes and top producers in real estate coaches. And it seems like every single person in the industry was absolutely crushing at besides myself. And then I read somewhere that 87% of Agents fail after 5 years and accelerating still like 5 deals a year, sound like there's another side of this that people aren't covering and that's how the broker agent started. I started with a friend West ranks than the original goal was just to do a Blog, kind of like BuzzFeed style post like five things to do. While you're bored an open house, can't come

up with any other examples other than that, but that's that's one of them. We did a lot of blog post with the blog post in good shape as much as like a stupid zestimate joke, but then we also did onion style post where I came up with fake stories are real estate agents. Did those did really well, but the amount of time I was The block just did not really relate to the shares but yet did the Instagram, Facebook and Twitter and now I'm talking to you right on, man. Yeah, I look at you not like the stage with Gary Vee before you yesterday, now,

dropped them in the comments here so I can see them for Eric. I can share them with an eye of a handful. I'll be sure that you screenshot this shared on your Instagram. You have a chance to win. One of Gary be signed books. Follow are called the broker agent. You're not going to want to miss out. So I don't want people actually look at my background. Looks like I'm in a mental institution. Yours. Looks like Cooperstown. Hey, I took some time to do this, brother. Yeah, so what

what social media tactics did you use to grow the following? And I know that that's evolved over time now, so maybe walk to your timeline like when you started this today, what are you seeing this really working 2015, the times for different for Instagram growth. I was doing a lot of Engagement hacks where I was following an unfollowing, which is frowned upon. You could still do it now, but not to the extent, he could in 2015, but basically I would go to Inman news or Tom Ferry, or Ryan Serhant or any of the Million Dollar Listing people unfollow. A lot of their followers. The most recent

followers engage with their followers like, and comment and try to basically get people in the real estate industry to follow me. I would also like photos all day. Like, it was my job. I guess it was my job. So that's, that's really all I was like photos. Naked Lake thousands of photos a day and this is before Instagram would block you and basically suppress your account for doing any of this, but at the beginning was a lot of kind of community outreach where I would go into Facebook groups, post, my stuff going, every single podcast possible follow comment. Like I was an engagement

groups with other kind of similar Industries, like sales-related stuff. Attorney problems, stupid resumes, all these kind of similar meme accounts and we would all post each other a lot. And yeah, that that's pretty much how I grew it. But also, just back in 2015-16, the real estate industry, generally have too many people producing funny real estate content. It was Lighter Side of real estate, but there wasn't really one else on Instagram that was doing memes or tweets are the inner monologue of struggling realtor. So I think it really picked up fast. It's because it was unique at the

time. So, why do you think Eric like humor works? So, well with what you have going on? Just Call Rob branding in general humor for Real Estate works. Well, because there's so much hell that we all go through every single day. I mean, there's so many losses that we take that people don't really see or notice for your loss is typically. Yeah, I mean, it's just sharing just sold and just ask roads and you know price reduction stuff if you brush it out, I guess. But the steering all that stuff is it isn't as interesting as you know, the the pain we're

all going through. So I think real estate just creates a lot of humor in itself because you're dealing with people and their most expensive ass up, and you're dealing with people's families and emotions, and your escrow rap and title and lenders in there. So many moving parts that it just naturally creates humor, and I think it works on real estate to because everyone at one point is bought or sold a home and work with Realtors. So they humor kind of resonates with people. And then it also resonates with people and the sales world. So not just real estate, agents were absolutely

Absolutely. So there's a question that I have because a lot of our clients that you know here Dippity. We do advertising for more behind-the-scenes stuff for organic posting. How can agents, replicate what you're doing? When it comes to funny memes or just incorporating humor into their content strategy. Do you have any suggestions or are you able to share what you have going on? As far as the subscription model tablet platform. So a lot of people don't want to share the Brookhaven post because it has the broken agent watermark on it.

And people don't want their clients to think that they're broke agent. And a lot of the stuff I cover is an agent that screwing up or an agent. That's incompetent. I could understand why a lot of people don't want to share that, but we have a tablet platform. We could Brandon customized gifts and funny graphics and educational graphics. And that is definitely fun to share just because everyone resume. Humor, so we have that platform. But yeah, just writing down everything bad, that happens to you throughout a real estate transaction. Any interaction you have an inspection or an open

house. These are jokes that you could kind of create and share to your story to your Instagram, email to. Just go to my page and Poppy, and then just make meals out of it. Also, a few more, definitely works and that's called coffee and contracts. Is it coffee in contract. Calm that dude, there's a link in Instagram compared to a chamber, to some degree worst, template it out, and use kind of inserts, some photo, or some texts. Or is it just kind of horse? Is even simpler than

that. Yeah. It's basically can enter your branding and customize it. Love it. Love it. Cool, man. So, what would you say right now? As far as performing the best, when it comes to concert? Vertical video for sure. Instagram reels Tik tok's. Like the the algorithm change back in August of 2020 because all I was doing was kind of posting memes and tweets and then eventually Tik tok's. Really started to pick up an Instagram kind of had to battle to get that attention back because you could grow so much on Tik-Tok because of the

reality of vertical video. So content lies, it's all the vertical video in Rio's. Can you could actually for the first time in years? I'm Instagram, grow organically with real. So, that's the main form of content that I've been posting any time. Is a video meme or something like that. I try to you have put it down into the 30 seconds, and actually put it in real form at. And then recently, yesterday I posted for the first time in months, actually a video of myself acting out a little scared because where is organic content of yourself that you actually filming on the app, and I

was doing a lot of that like a year ago, and I just kind of got away from me just because It's embarrassing, filming myself, and I live with someone and it's easier to make memes and videos. But it's against really favoring post where it's actually yourself people. I mean, I'm sure they just noticed this too. If you're posting your just sold their, you know, an open house sign. No one cares about that. But if it's an actual picture of you or we love you acting something out at performance, way, better sober. Bum video, for sure. I mean, let's be honest though. I mean DVD. They won, and

motivate you, to make that video, right? So yeah. Yeah, I watched as far as I can Uber agent or just in general, is that where you would recommend to focus their time? Also a lot, a lot? Because I'm talking about the reals. It. Is that what you say, also. Yeah, definitely do reels, educational content. If you want to be funny, like I said, you could literally just go to my post and you could act out some of those memes and it kind of real estate pain points, but where Lucky enough to be in a profession, where

everybody pretty much cares about real estate and how the real estate market is doing. So you could educate your clients. You have the pre-approval process Zillow jokes, you know. 5 coffee shops in your area, something like that. But Wheels is the perfect platform to that and to get people to know you if they know you're going to work with you, if that's a line, the mount. Unity always says, I just took that for him, so I'll probably be there right after me. Yeah. It's probably washing, right now. Yeah, you definitely us something awesome. And so we're people

are making Instagram reels. Should we also repurpose it on Tik Tok? Should we post different content there? Should we even have a tic toc if you were real estate agent? What's your take on that on that platform? What you shouldn't post Tik Tok to reels and lets you remove the watermark because Instagram is now suppressing the engagement of stuff that you're posting from other apps because they want you to actually post organically on Instagram. But you should definitely post a Tik Tok because it's a great way to learn to Vertical video platform. Their editing

software is super easy to use. And then also, it's the best place to grow organically. You can have two followers and post something to get 2 million views and just to get ideas for what to post is I go on Tik-Tok and I'll scroll 4 hours will not ours, but I'll scroll for 20-30 minutes and you know, amongst all these dancing teenagers. And you know, people striping there, free Iron. I actually get ideas of what I want to post. You know, I think the best thing that people could do when they're starting off is go on Tik-Tok search, the hashtag realtor realtor humor realtor

problems, and then, you'll see a bunch of real estate videos that you can kind of replicate and post Instagram reels as well. But you should, you should at least if you're not going to post a Tik Tok just get on it. So you could consume the content and then make that content for reals where I absolutely. So as far as the future Oh, I was just live in the present. Most of us have goals for the future, but we don't share them. I want to hear your goals for the broke agent. Like, where do you see this going? We, we talked off are about Barstool Sports. Pardon. My

first line I should have waited till the end of this. How do you see that transitioning into such a large Outlet to hear, what what your vision is? So we're kind of branching off already right now. So we just are the overcast podcast with Matt leonetti. I had the broken News Network with Ben Fisher and Joey. And the goal is to basically be the number one platform for Real Estate entertainment, comedy and eventually education as well. So far, still does a really good job and there's a lot of other companies like this is,

well, that has a bunch of talent kind of under the bar stool Brands. And I want that Under The Brokerage and brand of eight, instead of producing funny content, educational content. Call Sam growl at helps grow the brand and it really provides a resource for newer agents. Not just newer agents, but all the agents where they could go to the broke agent.com., They can listen to our podcast. They can watch your videos and get ideas for marketing. We shut them up with Affiliates. Like, hey, here's the CRM that you should use. Here is a Content platform. You should use and just

laughing their ass off and actually getting used in education and everything. So this is a resource that I always wanted when I started real estate because you know, Inman news is great and the real estate coaches. They all give great information, you get good info at the conferences and everything, but it wasn't anything that I really related with. I want people like I want to laugh. I want to see other people that are struggling and I also want to be connected with newer agents and have all these resources. I love it and you found the opportunity and the demand in the

marketplace and you, you capture that man. So kudos to you. I like I said, I've been following you for. While now, I love all your content. Is it to still get the broke News Network? Yes, how different is that from the broke England? So is Brooke agent just going to be memes and a broken News Network. As I can be more like a news Outlet like nice production videos or was that he had the Bronx news network started. Last summer. And it was basically Ben Fisher and I covering 3 to 4 news stories from Inman news, but real estate news is really

hard to cover. It's not interesting. It's never been interesting to me. I wish it was like a sports shower or something like that. But really like, I don't care about Realogy stock price or just like any of the articles on him and I don't really care about you need. The real estate gossip. Like the, like the real deal style. We're recovering. Like Ryan. Serhant, you know, ABS or new blog or something like that. I don't know, but we do it. I love doing the produce Network. Funny show we kind of tried to make it, you know, sarcastic and we would show funny clips and we were doing

it every single week and I think there's still something there. I want to continue that where people could consume news and also Laugh & Learn about like hey, this is where the Market's going. But the initial goal was to give social media help at least like one kind of Instagram or Twitter or Facebook or whatever but like a Tik-Tok tips or something like that and then also to give them something to talk about with their clients. Like me, know how's the market? These were interest rates are but ended up just like we talked about interest rates like every single time in the market is

just yet. It's a seller's market. There's no inventory. And then I gave all my Instagram tips. So we want to continue that and I definitely think there is something there. It's just how do we do the news. Also with igtv, which we were doing. We were founding finding that it's hard to retain people's attention with igtv, cuz our new shows for like 8 to 10 minutes and then we switch to real You do kind of 15/32 quick things. Like, here's the zMAX is not Lizzie McGuire. Forgot the Disney person, Ashley Tisdale sold her house and, you know, Palmdale or something like that. We did a quick

little funny thing. I definitely want to continue that eventually. So I'm going to actually bring Matt leonetti on on stage here in a couple minutes. I want you guys to be honest together actually, so I'll probably talk to him twenty-four hours a day with Matt leonetti. So how did that come about? And what do you guys focus when it comes to the overdraft podcast? I came about Matt does really funny videos. He does little skits little Skies. He just gets in in music videos and listening radios and he's a funny guy. So we've been talking and always wanted to

collab on something but didn't really know what it is. Toronto. And you know, what's lockdown? It sound like I'm going to fly up there and make a skit other. Like really being in skip that much or I don't think I'm a good actor. He's a good actor but we wanted to do something in a podcast is the easiest thing, low production value and cost nothing. And it's something I was going to do kind of longer form content that I could chop into micro content. That's not, why did I don't know why? I'm so the micro content thing. I'm just talking out of my ass, like basically we want, we want to

interview real estate professionals and have longed form conversations with them and and basically create the podcast that I wish I could have listened to as a newer agents. So give social media advice. Talk about all the problems. We're having. Our real estate deals. We had a good one, will be told crazy real estate stories. Matt was just doing a deal with this family members and this talking about how much a nightmare that was don't set up, just like kind of a preachy, you know, Kochi ask style of show. It's just two dudes talking. And yet we had Maya Vander on Ryan. Serhant

Mauricio, Jordan Cohen. So we're getting some pretty good guess which is sweet. I love it. I also called over at 5. So you guys need to follow the brook agent. Follow Matt leonetti's coming on neck. All the over at podcast of broke News Network, burial site, fix everything that Eric has going on. You got dr16 my personal Instagram, follow that also. Okay. I don't know you have that done actually saw that. You guys take a screenshot of of Eric and I hear let us know that you are tuning in. Tagged us in your Instagram story for a chance to win with a garyvee steinbook.

Really giving away 10. What is bringing Matt? You know, what? Screw? What's up, dude? Hello. Can you hear me? We can hear you. Or should I say Freddie Mercury? Freddie, Mercury, pretty good, you know, just was eating some yogurt. I'm really thankful to be on here, Tyler, and the last guy was a bit of an ass. So, he's still here usually, go out with that. Plan was good before. Matt makes the joke and tells me that I'm his opener. I just want to get out in front of that, because she's been planning this joke and

singing and clubhouses for the last 2 weeks. I'm just want to undercut him right there. You got them. If you got them that, you know, usually we pay the speakers,, But Eric made us a pretty nice penny. So we had a, we had a including this year. So yeah, thanks for including me, really wanted to, to get into this. He was like, oh, yeah, how much did you pay to be on the conference? I said, I didn't pay and he was kind of complicated. Where is a little while to get paid to speak. I pay people to speak as part of my

branding technique and I used to like an unfollow people. Now. I just paid, I'm super excited to have both of these guys. I'm going to stay on with us. Three for a while here. Like you were saying that over ask podcast is a newer podcast a book. Matt. And Eric has started. I may have an amazing line-up already there. Obviously, hilarious. So you are going to laugh. Unplug everything they had going on. Matt does a lot of Instagram, real water content that that if folks engagement is, it makes you makes you laugh. It has humor tied into it. So

I would love to hear from you, Matt. Like, how, how do you even come up with the stuff that you think about? Like, I want to know? Call him yet, but he takes movieskit, then Wrap commercial, or or rap videos, like a trach. One. That was epic. Maybe you can fill in 1/4 as Matt, but I love what you have going on. Dude. Thank you. I appreciate it. I think of them very carefully and make sure. No, I don't know. It's just kind of like, kind of the same thing with Eric and his

meetings and stuff like that. It's just threw my day as a real estate agent in like a lot of thing. I'm, I'm very observant. So a lot of things, irritate me. So I just kind of holding on those things with their price shouldn't. But then it creates kits. And then I've just always been a comedy fan and I think that's where Eric. And I bonded, we, we have a love for comedy. So, we talked about, Dee alive. We bonded over a love for coffee. I love her, exactly. And Hey man, in

the Kingdom of the blind, the one-eyed man rules out there and every podcast, so back in seventh grade or something tastes great. I was about to go to high school. Of course, like most eighth graders do and I was a baseball player, pretty good baseball player and I had a chance to go to a private school and play baseball there or I could go to the public school where the team is much better. And I said that, I want to go to this private school and play baseball because I'll be the starting. The Chardon. He'll be the starting shortstop and I'll probably hit me up.

3:50 lb. Fantastic. And he said, or you have the public school and play baseball bat in the Kingdom of the blind. The one-eyed man rules, meaning, the private school. Everybody was blind. And I was the one-eyed, man. Well, everyone who's listening. I apologize about that. I'll talk to you. It's a fake story. Viewers are so, thank you. Appreciate it. No problem. What I was saying for, he came with his one-eyed, man, bulshit or whatever you're talking about and I sincerely apologize for my co-host

series. I mean, just look at his background, doesn't know what the hell's going on right now, but my background themes of what is like today, even our phone calls are like this. And then sometimes we go. Let's save it for the podcast. The podcast. What are the? What are the times? I enjoy? Listen to you guys are most is actually, in clubhouse. So talk a little bit about what you guys have experience in that new rap. There's actually their ruling it out. I believe in May for Android. So it's

going to hit everyone's phones. No matter what here in the next 30 days, or so. What are you guys doing? When it comes to club house, to attract people to your other social media and just to grow your awareness in general. Yeah, we kind of got into it by accident. One day. We just kind of went in. We start doing what we're doing now. People seem to like it. So then we went on a little bit of a clubhouse door, and we are just going to any room. We could find it and we call the clubhouse crashing. And we are fine. That is really helping it was growing our, our Instagram page. Like,

we're getting a ton of followers from it, and it was getting more views on the podcast were like, okay, there's something here. There's a lot of people on and off, like Ed's du Lac, who is saying it, you know, it's not going to last things. He was very adamant about us, not lasting but we didn't care about that because in the moment it was doing great. So, I mean that's all we're really concerned about and then we found that we did it for a week or two and then we just started. We are saying the same shit over and over again. So it took a bit of a hiatus hiatus. We had a little

routine little back and forth is becoming a little too predictable. Yeah, we we did like a routine. We tried to add as much value as we could, but we naturally just banter back and forth cuz we're the Band of Brothers who coined that term. Now, he has not even say that. That's I don't know if you know, but in the Kingdom of the blind, the one-eyed man room, yeah, so we just been doing that. We're growing our our socials and yell like you said, tell her that there was a bunch of nonsense on

there that you really have to kind of navigate your way through club house. Cuz there's a bunch of nonsense on there to find a good room with people who are actually saying things that matter. So when we went there we would kind of, you know, someone saying something we would We are good at not being good. Moderators. Yeah, we were bad. We, we found that it was, it was way more fun and way less pressure to join a room and they get called up on stage cuz we start our own room a couple times and said to keep the conversation going. It was relatively difficult people aren't asking

questions. He was just kind of Matt and I just talking crap to each other. So yeah, like this, but we were really loud that at the beginning of his really exciting to talk to these people and, you know, see people clicking their Mike's like they were laughing but you know, it just got kind of feel like it's losing its its steam a little bit. I think the World's opening up a little bit, you understand me more in in-person conferences and it's just not as interesting. The novelty of it seems to be wearing off a little bit, but it was really good to attract people to our podcast because if

they like hearing us speak on club house, they want to hear speaking long phone conversation. What kind of feel the same the same way as what you just said. Eric, but I do think with the addition of Android. I'll be interesting to see how that that evolved. But I'm the same way like, starting a room. I enjoy more going into a room getting called up. It just feels a little bit less. I don't know. It's easier that way. But a little bit about what you guys are doing to promote the

over ask podcast. Like how how do you guys get to get your messaging out? How do you guys use anchor? Like, how do you guys produce the podcast? How are you promoting it? Is there anyway that you guys want to share? Do you have any upcoming guests that are that they wanted to disclose here or no? Well, Interns the podcast are just kind of takes a back seat and I do pretty much they do all the work. He's kind of has a couple post on his his big page, you know, he's got a stomach promoted and in terms of, you know, the actual podcast itself,

it's everything you see, is this guy right here? Okay. He just kind of he comes in every now and then he started to host more because he's sick and tired of me, getting all the attention. So he wants to know if I can't stand it now. Yeah, we do use anchor. It's super easy to use anchor to to it. Just puts it out. Everything. Immediately. Was it like a clique? I don't know if all the things were like that, but we literally started the podcast. It was so quick. Like we said, we're going to start a podcast in December and then had Jordan Cohen and Ryan Serhant

on. Two weeks later. So now it's been good. And then we just so you know, we obviously we use the broker agent to we leverage that page and it's open to a lot of doors for us in terms of gas and that's how we're able to get any better gas. And we're starting to get some sponsors now too. So it's awesome. And then in terms of like my real estate business to its it's a great networking tool. Like when clients around here, like I'm about 40 minutes out of Toronto. Sorbetto people in Toronto, think I live in the farm town, which is it. It's a complete

built-up City, but don't live in the farm town. But I like when people out my way, see me talking to like Serhant and Jordan Cohen and reaching umansky. They hate Eric Maya Vander from selling Sunset things like that. They're like, oh my gosh, you know, that's incredible. And then on top of all that I'm with the agency, which is Yeah, we now all the time. You're not decked out in their hat. Their shirt and says it over last thing. You don't have a huge agency things. But yes, it's been good. If I'm sorry.

I was just saying that it's it is building a lot of credibility for for my business as well. Like when people are seeing me to speaking with these people and I can use, I can pull out the Serhant card in a listing presentation. Not a lot of people can do that. So it's it's pretty neat but you tell us, tell us that you had Sirhan on your podcast. We're best friends. Are you doing with my Tyler from the contents perspective? To, it's been really interesting to promote the podcast content, our page somehow doesn't have reels, which is really frustrating. We have, I don't know this like a

glitch and a match in Toronto and download it at or created the Instagram. I don't know what happened, but that no one's ever. I mean, I guess some people have this problem. But where it's fun to try to get people to a different platform to get people to actually watch or listen to the podcast, which is way different than the content that Matt and I are used to producing more. And now we're doing I gtd's we switch from this doing little minute long videos, but the IG TVs, get way more engagement because I could share that directly to my page and then you could watch the video is

supposed to actually having to click on the post. So you can see that 15-second preview. And then, if you want to see it, then you could actually watch the podcast. I think I'm going to kick you out for the chat a little bit deeper. I appreciate your time, brother. Everything you have going on. Like I said, follow the brook agent. If you guys aren't already follow everything, that what is Eric has built. That's very exciting. So Eric, thank you, ma'am. Has one thing before you leave.

In the Kingdom of the blind, the one-eyed man rules here session. We have a lot to talk about. All right.

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Barry Jenkins
Chief Marketing Officer at Better Homes and Gardens Real Estate Native American Group
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Access to the talk “Eric Simon - How @thebrokeagent Built the Funniest Brand in Real Estate | Dippidi Deep Dive 2021”
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