Tom Ferry: Gary when you were on stage, the dominate topic was
about team development and behavior today versus behavior later.
Gary Vaynerchuk: You know, it’s great to sell as many homes as you can this year, but for the team helping support you, is your behavior matched to being successful in 2015 and beyond? Are you going to invest time into your employees and really get to know their goals so they can support you in yours? We are seeing a lot of planning now for future gains. The same can be said about social. Whether you’re doing Facebook, Google, Twitter, Instagram, direct mail, radio, etc these are the new ways to communicate. More and more of the eyes are shifting and you need to adjust to stay relevant.
TF: What has you captivated right now?
GV: Podcast. With technology, smart cars, and bluetooth on their phones, people are listening to podcasts anywhere they want. I just did a radio ad campaign in December and it tanked. And I was okay with that because it now allows me to say compared to four years ago, these ads didn’t even come remotely close. The eyes and ears have shifted from radio to Spotify and iTunes. So, will you be hedging for the eyes and the ears of 2016 and 2017, or are you just pumped that your back-end telemarketing or landing pages is doing enough for you? It’s really what I said on stage, are you willing to be the person who puts yourself out of business?
TF: Bingo. I want to go back to being focused on today’s behaviors or future behaviors. A lot of people are asking me “what CRM should I use?” and my response is “who cares what CRM you’re using. Call your people, have a conversation, build a great relationship with them.
GV: Exactly. Excel and Google Docs is plenty good for 97% of you. People want to spend money on tools to justify that they’re actually doing the thing. I don’t care about the tool. You’ve got a screwdriver. Cool. Now what? What are you going to do with it?
TF: Where would you hedge right now, if you’re in the real estate business for buyers and sellers today and the future?
GV: I think short-form video. There’s more distribution channels for it now–Instagram and Vine. I just saw the Twitter new ad product for their video and their native video product. It’s going to really work. I want you to understand that whatever money or time you allocate to digital media is about you making money in 2017, not this year.