Authenticity in Content Creation with JJ Gagliardi - Unleashing Real Value

Speaker: 00:00:01

Dave Donaldson here with entrepreneurial

impact running solo without my fellow

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associate Joe Martin today, but we are

bringing back JJ Gangliardi a frequent

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visitor multi you're kind of like Saturday

Night Live, right?

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Right?

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How many people have got to get you're

working your way up to the five club.

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I think you've been with us three times

now, so you might be the first time five

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for sure.

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You get that SNL jacket of joining

entrepreneurial impact.

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So welcome.

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to the show and welcome back.

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JJ, how are you?

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Doing well, doing well, thanks for having

me.

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Always love talking with you guys.

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I feel like we always have great

conversations and I walk away learning

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something.

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So I'm always, thanks for having me.

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I'm always happy to be here.

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yeah, for those of you, I know there's

only a couple left, but for those that

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have not tuned in yet to entrepreneurial

impact, we have over 100 recorded episodes

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to this point.

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And if you'd like to hear what Jayji or

other people have said, go back and take a

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listen.

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But Jayji, for those that haven't listened

yet, why don't you give them a little bit

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of background about you and what you do,

and then we'll kind of segue into what

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today's topic is going to be about.

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Absolutely, absolutely.

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So I'm the founder of Change Over Media.

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We are a video marketing company that

really specializes in marketing, mostly in

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the real estate industry.

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We do other industries as well, but about

75 % of our business is within real

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estate.

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And we really help everyone from your solo

agents, your teams, your brokerages,

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regions of some of the big brokerages,

title companies, mortgage lenders, et

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cetera, with their marketing.

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It's...

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especially in the small business space,

there's not a lot of people who are able

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to apply the big business marketing ideas

to smaller businesses in a way that they

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can actually keep up with and understand.

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And so we really specialize in helping our

clients stand out, get more leads, get

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more business, and at the end of the day,

grow your business, because that's what

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it's all about.

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But hopefully having a positive impact as

you do it.

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Right.

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So when we look at the conversations that

agents have and how they get, I think

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there's a lot of paralyzing fear around

what do I say?

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How do I say it?

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What do I look like online?

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What do I sound like online?

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What, you know, what's my digital twin?

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What's my representation look like?

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I think there's a lot of scarcity of

mindset for agents, right?

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About not even knowing where to start.

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Right.

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So what would, how would you respond to

that?

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Yeah.

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So I get that conversation all the time.

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And I mean, I think it's there's, there's

the delicate way and then the blunt way

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that I can say it.

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And so, yeah.

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So, yeah.

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So the blunt, the blunt way is, hate to

break it to you, but the way you look, the

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way you sound on camera is the way you

look and sound in person.

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And, you know, at the end of the day,

right?

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Like, why are we doing marketing?

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We're doing marketing to get more leads,

get more clients.

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And so you don't have to be the agent for

everybody.

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In fact, if you try to be the agent for

everybody or the agent for nobody, right?

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So you need to,

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be yourself and people are gonna resonate

with that.

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And that means being vulnerable.

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That means making mistakes and stumbling

and saying and maybe not being thrilled

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with the way you look or the way that you

come across sometimes.

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And that's okay because people do business

with people and the way you come across is

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just, that's just who you are.

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And in fact, I'd argue that trying to

become someone you're not when you're on

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camera, have this like marketing persona

is doing a disservice to your clients

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because when they sit down and meet with

you, you're like, wait, you're nothing

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like the person I met online.

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cause people really do build relationships

in their heads with the people they're

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consuming the content from.

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And so, I also think, and I, I really like

to add this in that in my eyes, it is

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selfish not to be putting out content

because you don't know who needs to hear

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what you have to say, right?

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Like, especially in real estate, your real

estate agent, you're helping people with

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one of the biggest transactions ever going

to make.

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And who knows you might be the person that

says something in a way that that person,

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the other said needed to hear it.

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to unlock that idea of, well, wait, I can

build generational wealth through real

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estate.

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wait, I can't afford a home.

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I can't afford a second home or a rental

property.

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Like you might be the one that says it in

the way that they needed to hear it.

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Cause sometimes people need to hear it

from someone that looks like them or

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sounds like them.

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And so in my eyes, it's honestly kind of

selfish to not be creating content and

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sharing it out there because you're like,

I don't know how I don't like how I look.

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Well, guess what?

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Someone might need to hear it.

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So.

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In my eyes, it's your responsibility as a

business owner to go out there and educate

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the world on what you do and how you can

help them.

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And I think that's, that's a really

important thing here.

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I think you strike a right chord with

that, that there's a lot of similarities

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in messaging.

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I think that kind of goes through, well,

somebody else is saying it, but they're

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not saying it the way you're saying it.

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I love where you go with that, is that

your voice is unique and how you interpret

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and how you present the messaging, right,

which we're gonna get in today's

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conversation, matters for your audience

the way that they need to hear it.

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100 % agree with that, right, and get

comfortable around it.

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And I love this whole concept, like,

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They're -

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The imperfections to me is what's

perfection about showing up online because

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there's the realistic nature to what we

do.

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Do you go back and watch any one of the

videos?

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Cause we record all of these.

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There's like no editing and a hundred

episodes.

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I can think of one time where we had to go

back and taste something and out.

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And that was, that was just a request from

a, an interviewee that what they said

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didn't come across the way that they want

it.

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That's the only time in a hundred plus

episodes that we ever did any real editing

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at all.

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Right?

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So how you come across.

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realistic nature of how you come across

and what you say matters.

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Polish sets a different expectation and

comes across as an advertisement.

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Right?

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Yep.

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you're creating a brand film or you're

creating a case study where you're talking

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about how you helped a client and how your

team was able to help them overcome this

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big obstacle, like awesome, put your best

foot forward with that.

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Like that's why people go out and they get

nice headshots, right?

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They want to make a good first impression,

but every piece of content you create does

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not need to be polished.

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In fact, it's good to not be polished

because people get to see that there is a

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human being behind this business.

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Because as I said before, people do

business with people.

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People don't have loyalty to brands.

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They have loyalty to people outside of,

you know, your major Apple, Android type

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of thing.

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But when you're working with small

businesses, they work with the people they

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want to work with.

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And so you should be authentic and be

yourself.

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Yeah, and that's why I love when I talk to

people that they're like, hey, when I get

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testimonials, you get the testimonials at

the closing table.

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If you go back after the fact that they

are overthinking what you're asking them

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to do, they get paralyzed and they can't

correlate their message.

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But if you get them at the closing table,

at a minimum, you're getting smile and

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expressions and tears.

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And they're saying, gosh, knows what.

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But they're being passionate about it.

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And that itself is gold.

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If you go back and try to recreate that to

get that message in, you've lost the

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moment.

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So that is definitely.

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of those elements of like real is raw is

everything.

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Exactly.

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That's 100 % the case, right?

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Like I will take, and this is something I

sometimes have had some disagreements with

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other photographers and videographers

about because, you know, a lot of them are

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focused on, I want the perfect shot, the

most like artistically perfect framing and

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cinematic and all that.

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And I'm like, while I want that, I care

way more about emotion.

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If I can capture the emotion of the day,

like if I'm filming a wedding, I care so

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much more about capturing the emotion than

having a perfect shot.

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I'd like a perfect shot.

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Yeah.

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carries so much more weight.

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And it's the same way with, with your own

marketing.

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You know, if you create some content and

it's you and you haven't put your makeup

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on, you're rushing out the door and you're

like, guys, today has been a hell of a

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day.

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Let me tell you like, awesome.

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Share that because people like to see

what's going on behind the scenes.

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Yeah, exactly.

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Then there's a time to look a little bit

more presentable and polished and I think

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today's conversation might fall into that

category a little bit and really what I

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wanted to do is and obviously The news is

the news and real states in the news isn't

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always a good thing Because the news

doesn't tell our story the right way and

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when we're talking about loose lawsuits

and settlements and other people are

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telling our story We're struggling

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So we need in mass like you were talking

about be you you have an audience This is

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that time like in mass You've got to be

out there telling your story.

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You've got to be out there talking about

your value proposition You've got to be go

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out there and saying this is how I do a

transaction This is how I negotiate and

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negotiate to win

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Right.

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It's a competition out there.

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It's not just a negotiation.

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Everything is negotiable, but it's a

competition to win.

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But in order to win, you have to have

value.

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In order to set value, you got to be

different, but it doesn't necessarily do

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things different.

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You got to be different.

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But so now if we're talking about without

talking about lawsuits and different

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things, but how can agents now have that

conversation confidently, comfortably?

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publicly online to their audience.

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Yeah, that's, I think that's, that's the

big elephant in the room, right?

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Is, you know, just yesterday I was

speaking at a conference and I followed up

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a panel talking about the lawsuit and I am

not a lawyer nor do I fully understand all

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of the details about the case, but here's

what I understand.

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First and foremost, this is not the first

time this has happened within the real

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estate industry.

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the real estate industry is fine and has

recovered and has recovered multiple

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times.

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the next thing about it is that, you know,

at the end of the day,

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people will happily pay when they perceive

value.

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Right?

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I was, I was talking to my presentation

yesterday that, when a McDouble was 99

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cents, everyone was like, great, let's go

get a McDouble.

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It's not, you know, it's 99 cents.

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Now that it's $3 and 69 cents, people were

like, that's a lot of money to spend on a

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really crappy cheeseburger.

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Meanwhile, though, there are restaurants

out there charging hundreds, if not

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thousands of dollars for a cheeseburger

and they have wait lists to get them.

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And you know, Hey, I would never spend $6

,000 on a cheeseburger.

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I'd love to, but there are people out

there that will, and they perceive the

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value.

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Right?

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Just like I spend $10 ,000 a year in a

business coach.

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That's a lot of money.

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And a lot of people will be like, wow,

that's crazy.

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I see the value in that.

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So I don't even blink at it.

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So when you see the value or when your

clients see the value, they're never going

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to question what you charge.

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Their net price doesn't become a problem

when the value is there.

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So the problem we're seeing now is that

agents are not properly communicating

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their value.

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Right?

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I love, there's an episode of South Park

where they make fun of real estate agents.

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And basically the joke is that, yeah, the

joke is that Cartman's mom becomes an

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agent and Cartman's like, if I can, if, if

my mom can do it, anybody can do it.

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Right?

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And so.

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seen that.

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I don't know if we can link that at the

end of the episode, because South Park is

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always a little bit, I don't know.

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But yes, you absolutely have to look that

one up.

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so funny.

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And I tell you what, here's the reality

about it.

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If South Park is making fun of you, then

you have an awareness problem, right?

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If South Park is, if you're to the point

where there's, you were on South Park,

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there is a massive problem.

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And I mean, look anywhere, look at the

news.

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Nobody understands.

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Everyone thinks that an agent's job is to

unlock the door to show you a property.

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And it's your job to educate them and say

that we do so much more than that.

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This is the biggest transaction of your

entire life and we're going to guide you

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through it.

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And we have a food dish area

responsibility to protect your best

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interest and to make sure that this is a

smart investment for you to make sure that

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this is going to build wealth for you and

for your family.

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It's not just about opening the door and

letting you check out a home before you

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make a purchase.

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And that's the biggest issue.

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There's a, there's a ton of agents out

there that don't understand what their

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full role is, or maybe they, they do, and

they just don't communicate it.

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There's a lot of ages out there that just

don't care.

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And so they're doing a disservice to the

entire industry.

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Luckily, the market's down and a lot of

agents, as much as I maybe hate to say it,

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but a lot of agents are going to be out of

the industry.

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And so now is your time to position

yourself and show that you deserve to be

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paid what your rates are, whatever they

might be, for your work.

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And that's because you're providing a

massive value to your clients.

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And people shouldn't shy away from having

that conversation.

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It is okay to discuss compensation in any

field, right?

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So I think that it is important to have

that conversation with your clients and

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say, here is what my rates are and here is

the value that I provide.

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And that's not something to shy away from.

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think that's the hardest thing, right?

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So for agents, for those you're listening

out to, understand that intrinsic value is

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not a checklist of services.

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Don't go be the guy that, well, I provide

photography.

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Well, I provide staging.

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That's all part of it.

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But we're really trying to get to the crux

of this, is what is your promise?

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What do you do?

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What separates you from everybody else?

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And you really do have to kind of map that

out and think that through.

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You can't just start spinning these things

because there's a lot of similarities

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amongst really good agents, but your

delivery in your polish is different.

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So when it comes to what I say, please do.

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I think the mindset shift that I think

all, honestly, all business owners need to

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go through this.

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I had to do this myself, is that your

value is, as you said, it's not your list

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of services.

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It is not the service that you provide.

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It is the outcome that you are creating

for your client.

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Right?

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As an example, I create videos, right?

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But I am not charging my clients to make a

video.

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I'm charging my client to create content

that is going to...

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grow their business, generate them more

leads, make them more money, right?

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That's my value.

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My value is my ability to make my clients

more money by generating them more leads.

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The video is just the means at which I do

so.

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And so I think real estate agents need to

think about that and that your value is

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not all the checklist of services that

you're able to do.

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Your value is the fact that you're gonna

make sure that your clients get into the

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home that is right for them.

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You are the expert in that area and you're

going to make sure that they are making a

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smart financial investment.

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That is way different than saying,

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well, I'm gonna show you a bunch of

different properties and I'll get the best

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photos and this and that, right?

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Like, so I think that's just a big

difference that you need to focus on the

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outcomes, not on the services that you're

actively doing.

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And that's the point rates because if you

get into a services situation, that's

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where money becomes more fine More I don't

everything's negotiable, but I can line

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them things now becoming an ala carte

Well, so -and -so offers videos and so

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: 00:13:54

-and -so offers modern art, right?

313

: 00:13:56

No, you have to be able to go to like and

tell the story of how you're going to win

314

: 00:14:01

Right or how have you won and it's a

combination of you telling that story and

315

: 00:14:05

your consumers telling that story, right?

316

: 00:14:07

Testimony is all just like Dave and JJ are

awesome.

317

: 00:14:09

They got this way wanted It's really

getting into and talking to the emotions

318

: 00:14:12

of the transaction and what they did help

you win How did they how did you get to

319

: 00:14:17

survive?

320

: 00:14:18

15 offers and your client came up huh?

321

: 00:14:21

And look sometimes it is the best offer

financially, but that's not always the

322

: 00:14:25

case You do a lot of things in there from

a relationship standpoint.

323

: 00:14:28

Hey JJ in a competitive situation

324

: 00:14:31

I'll still ask to go present offers in

person Well start right?

325

: 00:14:39

What are you doing?

326

: 00:14:40

Right?

327

: 00:14:40

So when you think about value, that's what

we're talking about

328

: 00:14:44

Yeah, absolutely.

329

: 00:14:45

And I would actually even say that this is

actually a conversation that came up at

330

: 00:14:49

this conference yesterday.

331

: 00:14:51

Real estate agents have kind of shot

themselves in the foot sometimes because

332

: 00:14:53

they feel like they need to shelter their

clients from all of the turbulence that's

333

: 00:14:56

going on in their transaction.

334

: 00:14:59

Like you should be sharing that, right?

335

: 00:15:00

Because what's what's happening is you're

especially the best agents.

336

: 00:15:04

Like you're doing a great job of making

this as smooth of a transaction as

337

: 00:15:07

possible from your clients, but you're

almost like sheltering them to the point

338

: 00:15:10

where they don't even know all the things

that you're doing to help them.

339

: 00:15:13

Yes.

340

: 00:15:14

some clients, cool.

341

: 00:15:15

Maybe you don't want to share everything

if they're like, you know, really

342

: 00:15:17

worryers, but like share it.

343

: 00:15:19

You should be sharing that with the world

because that, that right there is worth

344

: 00:15:23

its weight in gold to be able to help

someone navigate a process and know that

345

: 00:15:26

like, Hey, we're having some hurdles, but

I will get you through it.

346

: 00:15:29

There is no line item service that can

describe that.

347

: 00:15:32

That's just showing the client at the end

of the day, we got you there.

348

: 00:15:35

And you know, that's also what the

client's going to tell their friends and

349

: 00:15:38

family about.

350

: 00:15:39

So that's what you're going to get you

more referrals before you even get to the

351

: 00:15:41

closing table when.

352

: 00:15:42

you've handled this process so smoothly

and helped them through it and overcome

353

: 00:15:45

all their objections.

354

: 00:15:46

In fact, helped help them overcome issues

before they even popped up by educating

355

: 00:15:51

them and showing them the way like that's

what's going to get you more referrals.

356

: 00:15:54

They're not telling their friends being

like, you should see the photos they took

357

: 00:15:57

of the property, right?

358

: 00:15:58

Like that's not what's getting you the

referral.

359

: 00:16:00

It's the fact that you're guiding them

through this process and as easy of a way

360

: 00:16:04

as possible.

361

: 00:16:04

And you can't put a money sign on that,

right?

362

: 00:16:06

Like that's.

363

: 00:16:07

plan was the best I had ever seen.

364

: 00:16:09

That font, those borders, that thickness

of black popped.

365

: 00:16:15

Exactly that, exactly.

366

: 00:16:18

Yeah, you know so when we're looking at

Now telling a story right or sharing your

367

: 00:16:25

experiences your clients right?

368

: 00:16:26

How do you chunk that out online?

369

: 00:16:27

How do I do that?

370

: 00:16:28

Like because I don't want to get up and

give a 15 minute tech talk of my value

371

: 00:16:32

proposition But how do I get that message?

372

: 00:16:35

Where I post it and what's the difference

between social a couple of the different

373

: 00:16:39

platforms or Long format like YouTube or

even just posting something on my personal

374

: 00:16:46

website?

375

: 00:16:47

How do I?

376

: 00:16:49

absolutely.

377

: 00:16:50

Absolutely.

378

: 00:16:51

I mean, so I think there's there's most

effective and then there's what's easiest

379

: 00:16:54

to get started, right?

380

: 00:16:55

You know, a most effective strategy is

going to be to hit as many different

381

: 00:16:59

places as possible and intermingle them.

382

: 00:17:00

And that's that's awesome, but that's

complicated, right?

383

: 00:17:03

So the easiest way to get started is just

start documenting your day.

384

: 00:17:06

Gary Vee.

385

: 00:17:07

I love Gary Vee.

386

: 00:17:08

I follow him a lot.

387

: 00:17:08

He says document, don't create.

388

: 00:17:11

So as you're going through your day, what

can you document about what it is that

389

: 00:17:15

you're doing in little short?

390

: 00:17:17

15, 20, 30 second snippets that you're

gonna share online.

391

: 00:17:20

Walking through this house, we ran the

inspection, came back, here was a problem,

392

: 00:17:24

here's what we're doing to resolve it.

393

: 00:17:25

Walking through, we had this issue with

earnest money deposit, here's what we did

394

: 00:17:29

to resolve it.

395

: 00:17:29

Like just walk through and you don't have

to share details and specifics, but

396

: 00:17:33

showing that this is what my day -to -day

life looks like.

397

: 00:17:36

And sometimes it was okay to be like, I

dropped my kids off late at school, I

398

: 00:17:39

forgot my coffee, I'm struggling a little

bit today, but I'm gonna power through it.

399

: 00:17:42

Like it's okay to share that type of

content.

400

: 00:17:44

In fact, I encourage it because people,

401

: 00:17:46

again, they like to see behind the scenes.

402

: 00:17:49

But the easiest thing to do is just start

showing what's going on in your day.

403

: 00:17:52

Another great thing to do is to start

going, what are your most frequently asked

404

: 00:17:56

questions?

405

: 00:17:56

Right?

406

: 00:17:57

Every time someone asks you a question

over the next week, write it down.

407

: 00:18:00

And those are the topics to your videos,

because if one client had that question,

408

: 00:18:03

then more people probably have that

question and creating a quick little video

409

: 00:18:07

explaining, well, here's what an earnest

money deposit is, or here's how interest

410

: 00:18:10

rates are affecting the current market, or

here's what I learned about this

411

: 00:18:13

neighborhood recently.

412

: 00:18:14

All of that is value.

413

: 00:18:15

It's providing value online and sharing

it.

414

: 00:18:18

What you want to be avoiding is what South

Park is making fun of is that the same

415

: 00:18:22

redundant content over and over and over

again of, hey, here I am at this property

416

: 00:18:26

and it's amazing.

417

: 00:18:27

It's amazing.

418

: 00:18:27

Like every property can't be amazing.

419

: 00:18:29

Stop, stop sharing content about like,

look at this home.

420

: 00:18:32

It's for sale.

421

: 00:18:33

Like it's not a stop trying to, to sell

and start trying to just go out there and

422

: 00:18:38

provide value.

423

: 00:18:39

And that is going to do so, so much more.

424

: 00:18:43

Another thing I just thought out there to

add is like, if you're struggling with

425

: 00:18:46

that, you can do exactly what Dave and I

are doing right now.

426

: 00:18:50

Hop on a call, hop on zoom, hop on

something with somebody who is also

427

: 00:18:54

knowledgeable about a subject and just

record a conversation about it.

428

: 00:18:58

And then you can, there's an app called

opus .pro.

429

: 00:19:01

It basically, you upload a long form

video, it spits out a bunch of little AI

430

: 00:19:05

clips.

431

: 00:19:05

And then you can use the AI to spit out

some short form content.

432

: 00:19:09

And there's some content for your

Instagram, post the whole conversation on

433

: 00:19:12

your YouTube.

434

: 00:19:12

and say, you know, here's my conversation

with so -and -so talking about this topic,

435

: 00:19:16

right?

436

: 00:19:16

Like it's, there's ways to just start

getting, you just got to figure out how do

437

: 00:19:19

I get that knowledge that's in your head,

out of your head and into the world, and

438

: 00:19:24

then continue to do that enough times

until it gets traction.

439

: 00:19:26

That's really all there is to it.

440

: 00:19:28

So should I worry about the audience or

should I worry about just getting started?

441

: 00:19:33

You should worry about just getting

started about absolutely everything.

442

: 00:19:35

And I, I do believe that there needs to be

a strategy behind the content that you

443

: 00:19:39

create.

444

: 00:19:39

And so you do, you should be thinking

about what content will my audience want

445

: 00:19:44

to watch or listen to not what content do

I want to make, right?

446

: 00:19:48

Don't be making selfish content, but don't

out, don't think much more past that in my

447

: 00:19:52

opinion, you know, you, as long as you

have a good idea of who is my target

448

: 00:19:56

audience, who are the, like what type of.

449

: 00:19:59

clients do I normally work with?

450

: 00:20:00

As long as you understand that idea and

understand what their wants are and what

451

: 00:20:03

type of content they want, then just make

it and go.

452

: 00:20:06

And the same thing goes for cameras and

audio and lighting.

453

: 00:20:09

And like, I get asked that all the time.

454

: 00:20:11

There's, there's a million reasons not to

make content.

455

: 00:20:14

I don't have the best camera.

456

: 00:20:15

I don't know what, I don't have a good

light.

457

: 00:20:17

I don't have a good microphone, whatever.

458

: 00:20:18

Like just stop all of that and get

started.

459

: 00:20:21

It's just like cold calling.

460

: 00:20:22

You pick up the phone for your first

couple of cold calls.

461

: 00:20:24

It sucks.

462

: 00:20:25

You hate it.

463

: 00:20:26

You didn't get results.

464

: 00:20:27

If you stopped after the first five, like

I did in my business, you're never going

465

: 00:20:30

to get results from cold calling.

466

: 00:20:32

But if you do it every single day over and

over and over again, it gets easier.

467

: 00:20:35

You get better and you will get results.

468

: 00:20:37

It's the exact same thing about getting on

camera.

469

: 00:20:39

You just have to do it and then keep doing

it until it's slightly, it sucks a little

470

: 00:20:44

bit less.

471

: 00:20:45

And then you keep doing it until you start

to see results.

472

: 00:20:47

And then eventually you're going to go,

Hey, I actually kind of enjoy this, or at

473

: 00:20:49

least it's tolerable.

474

: 00:20:51

So it's just a matter of repetition and

powering through it, but you'll never get

475

: 00:20:55

to that point.

476

: 00:20:55

If you don't just get started.

477

: 00:20:57

You're right guys at the end of this I'll

list some some things on our YouTube

478

: 00:21:02

channel where you can kind of say hey

there's There's a microphone that I'm

479

: 00:21:06

using right now.

480

: 00:21:07

This was 19 bucks, right?

481

: 00:21:09

Use your phone You know, we have

headphones on today 29 bucks guys is you

482

: 00:21:17

know, and I'm using my desktop right and

we just happen to be hosting this Get

483

: 00:21:21

started right of that conversation and

literally I think you're spotting off like

484

: 00:21:25

hey what I did today

485

: 00:21:26

Right through your phone capture those

moments and don't overthink it if you

486

: 00:21:31

thought it's a good idea to do it It's a

good idea to do it at least record it and

487

: 00:21:35

then you can kind of get Out to it, right

now you touched on something every social

488

: 00:21:42

media channel

489

: 00:21:43

Right is not received the same right?

490

: 00:21:45

So if I post something on Facebook and

even done by Instagram or from some tick

491

: 00:21:49

-tock You do have to kind of understand

the audience a little bit your audience

492

: 00:21:52

and that audience, right?

493

: 00:21:54

So how do I decide where to go?

494

: 00:21:57

Well, first and foremost, it's going to

depend on, do you already have a presence

495

: 00:22:01

somewhere?

496

: 00:22:01

Cause we already have a presence

somewhere.

497

: 00:22:03

Go there, right?

498

: 00:22:04

Like I am all about how do we remove as

many barriers as possible and just get

499

: 00:22:07

started.

500

: 00:22:07

So if you already have a presence

somewhere, then I would say start with

501

: 00:22:10

that one.

502

: 00:22:11

If you don't, and you're starting from

zero, I think you just got to put a little

503

: 00:22:14

bit of thought of where does your target

demographic or your target client hang

504

: 00:22:19

out, right?

505

: 00:22:20

Like your first time home buyer versus

luxury home buyer uses example of the time

506

: 00:22:23

they're two very different people.

507

: 00:22:24

They're probably two very different age

groups.

508

: 00:22:26

They probably have two very different

income levels, right?

509

: 00:22:28

And so your first time home buyer is

probably going to be very active on your

510

: 00:22:32

Tik Tok or your Instagram, because they're

generally going to be much younger.

511

: 00:22:35

They're not going to have as much, much

income.

512

: 00:22:37

Your luxury home buyer probably isn't on

Tik Tok because Tik Tok is very, very

513

: 00:22:41

young.

514

: 00:22:42

And so if you're talking, you know, you

don't be wrong, you'll probably get a lot

515

: 00:22:44

of success posting luxury real estate

videos on Tik Tok, but you'll get views,

516

: 00:22:48

but views don't translate to clients

because your clients aren't on that

517

: 00:22:51

platform.

518

: 00:22:51

Right?

519

: 00:22:52

So they might be a better option to go.

520

: 00:22:54

And I mean, honestly, I think Instagram's

great for almost all demographics, but

521

: 00:22:57

also LinkedIn, LinkedIn is great if you're

trying to connect with professionals.

522

: 00:23:00

And especially if you're doing luxury or

especially if you're in commercial, like

523

: 00:23:03

get on LinkedIn because that's where

business professionals are hanging out.

524

: 00:23:08

So it's really just a matter of figuring

out where is your target audience?

525

: 00:23:12

Where do they like to spend their time?

526

: 00:23:14

but as a quick rule of thumb, Instagram is

really generally.

527

: 00:23:19

liked by pretty much everyone.

528

: 00:23:20

You get a little bit of everybody on

Instagram.

529

: 00:23:22

And so if you're, if you don't want to

think too far through it, I think

530

: 00:23:25

Instagram is a great platform right now to

get started on.

531

: 00:23:27

It's fairly easy to grow an account and

get some traction.

532

: 00:23:31

I think tick -tock is great for the

younger demographic, for the younger

533

: 00:23:34

generations.

534

: 00:23:35

Obviously we have to keep an eye on the

news and see what the government's going

535

: 00:23:38

to do with that, but we won't get into

that topic right now.

536

: 00:23:41

different podcast, different day.

537

: 00:23:45

Again, knowing your audience, right?

538

: 00:23:47

How do you dress?

539

: 00:23:48

How do you show up?

540

: 00:23:49

Well, it depends on who is following you,

right?

541

: 00:23:52

And also who are like, be yourself, right?

542

: 00:23:55

Like that's something I actually had a

conversation with my creative director,

543

: 00:23:57

Brittany, about this recently, which is

that we are, I always kind of felt like we

544

: 00:24:01

were the young ones in the, you know, in

the industry and like we needed to try to

545

: 00:24:05

impress other people and you know, this

and that, and we've been realizing more

546

: 00:24:08

and more like we're just going to be

ourselves.

547

: 00:24:10

Like I've started giving, given

presentations with a Hawaiian shirt on

548

: 00:24:13

because that's who I am.

549

: 00:24:15

I love, I love being weird.

550

: 00:24:16

I love Hawaiian shirts.

551

: 00:24:17

Like that's me.

552

: 00:24:17

And

553

: 00:24:18

I am totally okay with the fact that there

are gonna be some people who look at that

554

: 00:24:21

and be like, I would never do business

with that man.

555

: 00:24:23

And that's cool because honestly, I

probably don't wanna do business with them

556

: 00:24:25

either, right?

557

: 00:24:26

So, you need to find a balance between

one, who are you trying to talk to and

558

: 00:24:31

what are they expecting, but also who are

you and what do you want to be?

559

: 00:24:35

Like don't try to be someone you're not

because if you are all dressed up and suit

560

: 00:24:40

and tie and that's what you're all like on

Instagram and then the client sits down

561

: 00:24:43

with you and you're wearing a baseball cap

and gym shorts at the closing table,

562

: 00:24:46

they're gonna be like,

563

: 00:24:47

who is this guy?

564

: 00:24:48

This isn't who I thought I was working

with.

565

: 00:24:50

So it's, you gotta be authentic throughout

your entire process.

566

: 00:24:53

Now if you were coaching somebody up and I

think they kind of covered the value

567

: 00:24:56

competition pretty good about And checking

things out, but where are the mistakes?

568

: 00:25:01

Where are the pitfalls?

569

: 00:25:02

Where can you truly go wrong?

570

: 00:25:04

And I think that's what's people are

really scared about like what if I say you

571

: 00:25:08

do something wrong because the truth of

matter is you can't

572

: 00:25:11

Yeah.

573

: 00:25:12

Yeah.

574

: 00:25:12

I mean, I think number one, first and

foremost, the is, is not being consistent.

575

: 00:25:17

I see a lot of people who try to bite off

way more.

576

: 00:25:19

They can chew and they're like, all right,

I'm going to post every single day.

577

: 00:25:22

And they do that for two weeks and then

they don't post for three months.

578

: 00:25:25

And so I'd rather see you post one video a

week for the next year than post 14 days

579

: 00:25:30

in a row and then not post for six months.

580

: 00:25:32

Right.

581

: 00:25:32

You're going to get more traction over

time.

582

: 00:25:33

And so, you know, number one, you got to

be consistent.

583

: 00:25:36

So pick a consistency that is reasonable

to you and then scale it up over time.

584

: 00:25:40

I think it's just like going to the gym,

right?

585

: 00:25:42

If you're like, I'm going to go to the gym

five days a week.

586

: 00:25:44

How, how long are you going to stick with

that?

587

: 00:25:45

Where if you go hard, I'm going to work

out, I'm going to add, I'm going to add a

588

: 00:25:48

15 minute walk -in every single day.

589

: 00:25:49

That's way easier than I'm going to spend

an hour at the gym, lifting weights five

590

: 00:25:52

days a week.

591

: 00:25:53

So think about what's reasonable for you.

592

: 00:25:57

also both, you know, batch create your

content, sit down for a couple hours and

593

: 00:26:01

film content that works for the next month

and then post it.

594

: 00:26:03

You don't have to create the content that

day you post it.

595

: 00:26:06

You can create stuff in advance and

schedule it and share it out over time.

596

: 00:26:09

So I think.

597

: 00:26:10

You know, those are two things.

598

: 00:26:12

You know, other thing also is people get

so afraid of like, well, what if I say the

599

: 00:26:15

wrong thing or, you know, what if what I

say is incorrect?

600

: 00:26:18

Well, number one, you can always go back

and delete a post.

601

: 00:26:21

So, you know, it's not the end of the

world of something.

602

: 00:26:26

I mean, yes and no, but you can also then

post another video with an update.

603

: 00:26:30

Be like, hey guys, I made a mistake.

604

: 00:26:31

I just wanted to address this.

605

: 00:26:32

This is the correct thing, right?

606

: 00:26:33

Like the, the, you see all these things

about people getting canceled and

607

: 00:26:37

everything these days.

608

: 00:26:37

And a lot of it's because.

609

: 00:26:39

you know, don't be wrong, a lot of it's

deserved, a lot of it's not, but if they

610

: 00:26:42

just kind of got in front of it and owned

up to any mistake they made, the reception

611

: 00:26:46

would be much easier than them trying to

like hide things.

612

: 00:26:49

And so I think, you know, think about that

on a much smaller scale here.

613

: 00:26:52

Let's say you misspoke or you said

something wrong or, you know, you, you had

614

: 00:26:56

coffee spilled on your shirt, like lean

into it.

615

: 00:26:58

It's like, it's okay.

616

: 00:27:00

We're all human beings own it and move on.

617

: 00:27:02

And people are going to respect that so

much more.

618

: 00:27:04

And so I don't think.

619

: 00:27:05

You know, I really feel like the biggest

mistakes is just not getting started and

620

: 00:27:09

not keeping up with it and everything

else, there's a remedy for it.

621

: 00:27:13

I think the one thing that I would say is

that understand that this is a business

622

: 00:27:17

conversation.

623

: 00:27:18

Be mindful of what you're saying and how

it's going to be interpreted.

624

: 00:27:22

So if it's something that's politically

charged, you might want to avoid that.

625

: 00:27:28

That's just not good for anybody.

626

: 00:27:30

Regardless of your views, everybody's

entitled to them.

627

: 00:27:33

And just because you have this platform to

kind of speak, you could be very damaging

628

: 00:27:37

to your business.

629

: 00:27:37

I've seen a lot of people go down that

path and they're like,

630

: 00:27:41

That's just what I believe.

631

: 00:27:42

I'm like, that's fine, but it will cost

632

: 00:27:45

And I think that, you know, there's a

balance to be had, right?

633

: 00:27:48

I do believe you should stand up for what

you believe in, but I also think that

634

: 00:27:51

there are some topics that are going to be

very polarizing and, you know, you don't

635

: 00:27:56

have to use your, you don't have to have a

voice on everything.

636

: 00:27:59

I think social media has kind of made it

where like everyone feels like the world

637

: 00:28:02

needs to hear every opinion I have and no,

no, the world doesn't.

638

: 00:28:06

And don't get me wrong, there are some

causes and maybe there is a cause that is

639

: 00:28:09

politically charged that's important to

you.

640

: 00:28:10

And that's fine.

641

: 00:28:11

Just understand the...

642

: 00:28:13

you know, potential consequences of what

you're sharing and understand that not

643

: 00:28:17

everyone's going to agree with that.

644

: 00:28:18

And so I think that there's a, there's

also a very big difference between posting

645

: 00:28:23

about maybe a politically charged topic

versus just being, you know, maybe you're,

646

: 00:28:27

you're less, less than business

professional self, right?

647

: 00:28:30

Like I'm definitely one you'll see me now

I'm wearing a snapback and a t -shirt.

648

: 00:28:34

I probably curse a little more than I

should.

649

: 00:28:36

And like, you know, but that's, that's an

active choice that I'm making and how I

650

: 00:28:39

want to represent myself, but.

651

: 00:28:40

I'm also not out here talking about

political topics nearly as much.

652

: 00:28:44

I mean, there's a couple of things that my

company's commented on, but we always are

653

: 00:28:47

delicate because I never want to put

someone else down.

654

: 00:28:50

I just sometimes there are some topics

that I think we should share that we are

655

: 00:28:54

in support of.

656

: 00:28:54

But I think especially just avoiding the

negativity, right?

657

: 00:28:58

Like you get back what you put into the

world.

658

: 00:29:00

And so you can support causes without

being negative towards others.

659

: 00:29:05

And I think that's a really important

thing to keep in mind is how are you

660

: 00:29:09

representing it?

661

: 00:29:09

too easy to go down a negative pitfall

Intentionally or not you just all of a

662

: 00:29:14

sudden find yourself in that space You

just want to avoid that and you're right

663

: 00:29:18

and how things are received right?

664

: 00:29:19

You could say and it's not always a

popular decision But as long as you own it

665

: 00:29:22

you understand how you're good with it I

am because there's also people that want

666

: 00:29:26

to break you down like I literally have

had people in the business owners wear

667

: 00:29:30

like a bleak cancer t -shirt Where we've

gotten calls because somebody had it out

668

: 00:29:36

for this person?

669

: 00:29:38

Right and complaining then what their

license review i'm like this most absurd

670

: 00:29:41

thing ever however Right people are people

so i'm not saying avoid everything but be

671

: 00:29:50

you be real

672

: 00:29:51

And that's, you know, that's something

where, Hey, you, you just have to

673

: 00:29:53

understand that every, every decision you

make, there might be negative

674

: 00:29:57

repercussions and not a lot of times you

can just ignore them.

675

: 00:30:01

You know, like, honestly, I think that the

number one way to prove that you're,

676

: 00:30:04

you're making something of yourself or

something of your business is to start

677

: 00:30:06

getting haters, right?

678

: 00:30:07

Cause people hate on success.

679

: 00:30:09

So I think that some of that's a good

thing.

680

: 00:30:11

There's also recognize that the choices

you make may result in a little bit more

681

: 00:30:14

of that a little bit faster than maybe you

wanted it.

682

: 00:30:16

Right.

683

: 00:30:17

So,

684

: 00:30:17

Absolutely.

685

: 00:30:18

all just making a conscious decision and

just acknowledging that this might not

686

: 00:30:22

agree with everybody.

687

: 00:30:23

And is that something that you are

passionate about enough to take the risk

688

: 00:30:26

of or not?

689

: 00:30:27

Okay, so as we wrap up everybody today, we

want to take a couple of things, right?

690

: 00:30:32

First and foremost, take action.

691

: 00:30:33

It's never too late to get started.

692

: 00:30:35

There's a lot of information that's

disinformation, which is giving you,

693

: 00:30:39

begging for you to take advantage of the

platform you have and tell the right

694

: 00:30:43

message about you, your business, your

industry.

695

: 00:30:46

To utilize that platform to separate and

determine what your value is.

696

: 00:30:50

Think back.

697

: 00:30:51

document the things that we were talking

about get your consumers to be your

698

: 00:30:55

champions and tell those stories and

Springboard yourself forward and figure

699

: 00:31:01

that out as you go along Anything else to

kind of share everybody else today JJ

700

: 00:31:07

know, I think, you know, the, the, I keep

always going back to this lawsuit because

701

: 00:31:11

it's what I keep seeing over and over and

over again.

702

: 00:31:13

And at the end of the day, like in my

opinion, you have two ways of handling

703

: 00:31:16

this, right?

704

: 00:31:17

You can, you can sit back and complain

about it.

705

: 00:31:19

Like the majority of real estate agents

are saying, this isn't fair.

706

: 00:31:22

This isn't true.

707

: 00:31:23

Everyone's misrepresenting us, et cetera.

708

: 00:31:25

Or you can get out there and be the

positive force to say,

709

: 00:31:29

Hey guys, here's what's going on here.

710

: 00:31:31

And here is my stance and here is how

we're providing value and why I think we

711

: 00:31:35

deserve what we deserve, right?

712

: 00:31:36

Like it's, it is okay to share that, but

you know, there is the media and everyone

713

: 00:31:40

else is going to keep posting all this

negative information.

714

: 00:31:42

They're going to keep this, this negative

snowball going.

715

: 00:31:46

And you have an opportunity to get out

there and put a positive spin on it and to

716

: 00:31:50

say, here is how I'm out here helping my

clients.

717

: 00:31:52

I don't care what happens.

718

: 00:31:53

There could be more lawsuits.

719

: 00:31:54

It doesn't matter.

720

: 00:31:55

I'm going to be out here making.

721

: 00:31:56

making my clients the best decisions for

my clients that I can being the fiduciary

722

: 00:32:00

that I can be and doing the best that I

possibly can to serve.

723

: 00:32:03

And so that's, I just like to leave you at

that.

724

: 00:32:05

You have that choice to be that positive

impact in the world.

725

: 00:32:09

If you want to be it, don't fall into the

trap of just complaining and being

726

: 00:32:12

negative like everyone else.

727

: 00:32:14

If you're silent, your story gets told

without you.

728

: 00:32:17

Yep, exactly.

729

: 00:32:19

All right.

730

: 00:32:19

Well, everybody, thank you for joining

this week on Entrepreneurial Impact.

731

: 00:32:23

Go back, watch a couple of the previous

episodes and see what JJ has shared with

732

: 00:32:27

us previously.

733

: 00:32:28

And we'll catch you next Wednesday.

734

: 00:32:30

Thanks for having me, Dave.

735

: 00:32:34

Okay, awesome.

736

: 00:32:35

So then, all right, so why don't you give

me a teaser about why you come join me and

737

: 00:32:41

Dave on entrepreneurial impact and we're

going to talk about XYZ.

738

: 00:32:45

Cool.

739

: 00:32:45

Sounds good.

740

: 00:32:46

All right.

741

: 00:32:47

Give me one second.

742

: 00:32:47

Let me think through this.

743

: 00:32:53

All right, I'll see if you like this.

744

: 00:32:55

I like always trying catching people's

attention.

745

: 00:32:57

Will you lay down for a second?

746

: 00:32:59

I'm almost done.

747

: 00:33:00

I'm almost done.

748

: 00:33:01

Go lay down.

749

: 00:33:02

Go lay down.

750

: 00:33:03

my goodness, right as I'm finishing up.

751

: 00:33:04

All right, here we go.

752

: 00:33:07

What's up guys?

753

: 00:33:07

My name is JJ Gagliardi with Changeover

Media.

754

: 00:33:09

Are you sick of talking about this

lawsuit?

755

: 00:33:12

I am too.

756

: 00:33:13

So here's what we're going to do on this

next episode.

757

: 00:33:15

We are talking about how to properly talk

about your value because at the end of the

758

: 00:33:18

day, if you're communicating your value,

pricing, commission, lawsuits, none of it

759

: 00:33:23

matters.

760

: 00:33:23

All that matters is you're out there

serving your clients, but you got to know

761

: 00:33:25

how to communicate that properly.

762

: 00:33:27

And so that's what I talked about with

Dave on this episode of a entrepreneurial

763

: 00:33:30

impact.

764

: 00:33:30

Hope you check it out.

765

: 00:33:32

How'd you like that?

766

: 00:33:34

Awesome.

767

: 00:33:35

One take, baby, one take.

768

: 00:33:38

All right.

769

: 00:33:39

Well, listen, I'm going to let you go.

770

: 00:33:40

My next one is at 3 .15.

771

: 00:33:42

We're actually bringing in Keith from

Vista Settlements.

772

: 00:33:44

And we're actually going to talk about the

lawsuit.

773

: 00:33:46

We had him on a couple of weeks ago.

774

: 00:33:48

So just kind of from the original one.

775

: 00:33:51

So now we're going to talk about this

settlement.

776

: 00:33:52

It's kind of like part two of what will be

part three, actually.

777

: 00:33:55

Awesome, cool, sounds good.

778

: 00:33:56

Just make sure you upgrade that Riverside

subscription when you can so we can.

779

: 00:33:59

my notes.

780

: 00:34:00

I'm going to circle this and I'm going to

do it today.

781

: 00:34:03

So we have it.

782

: 00:34:04

And actually, I think this episode, I

think we're actually kind of up on it.

783

: 00:34:07

I think this one actually needs to drop

next week.

784

: 00:34:09

I think because what with everything we

got, we got to build our, we were good

785

: 00:34:16

about getting forehead and then we kind of

have to catch up again.

786

: 00:34:18

It's always that endless cycle.

787

: 00:34:23

two because Joe's been out.

788

: 00:34:24

Gotcha, okay, that's not a problem.

789

: 00:34:26

I'm gonna reschedule Tyson so I'd like to

maybe schedule him next week.

790

: 00:34:29

So if you think of a topic that might be

good to kind of have that so I'm gonna get

791

: 00:34:32

him done.

792

: 00:34:34

And I might just do one -on -one with him

because Joe's schedule he's chaotic so I

793

: 00:34:37

might just kind of connect with him.

794

: 00:34:38

That'll be a third one.

795

: 00:34:39

I'd like to have four in the bucket and

then four to six in the bucket and then if

796

: 00:34:43

we're recording every four weeks we're

good.

797

: 00:34:45

Perfect.

798

: 00:34:46

Yeah, that would be great.

799

: 00:34:46

I'd love to get a, yeah, like you said,

like four to six.

800

: 00:34:49

So we're always working about a month

ahead.

801

: 00:34:50

That would be awesome.

802

: 00:34:52

but yeah, just let me know once these are,

once these are done, just shoot me a

803

: 00:34:54

message and we'll get them downloaded and

get them edited.

804

: 00:34:56

And then if you have any other audience

people that you think would be

805

: 00:34:59

appropriate, let me know.

806

: 00:35:00

We're always looking for, I'm trying to

get outside the region.

807

: 00:35:03

I had a couple of people I met last week

that I'm going to kind of dial them into,

808

: 00:35:07

but we want to get more.

809

: 00:35:08

And it doesn't all have to be real estate,

right?

810

: 00:35:11

So if we have other business owners that

have a message to tell, that have an

811

: 00:35:15

audience, we want to get in front of them

too.

812

: 00:35:18

Sounds good.

813

: 00:35:18

I will, I sent out a couple emails and had

her back.

814

: 00:35:20

I'll follow up with a couple of people.

815

: 00:35:22

Cause I know I have some CEOs and some

people who I think would be great for the

816

: 00:35:24

podcast.

817

: 00:35:24

So I'll, I'll follow up.

818

: 00:35:27

Awesome.

819

: 00:35:28

Thanks to you as well.

820

: 00:35:29

done and then let's follow up on the

strategic ad placement stuff and see what

821

: 00:35:33

that looks like.

822

: 00:35:35

All right, buddy.

823

: 00:35:37

Bye.