Here’s a great conversation between the amazing Gary Vaynerchuk and Fredrik Eklund from Million Dollar Listing NY:

I would strongly recommend watching the whole thing, but here are a few key quotes that I’ve pulled out of just some of this video:

Questions for Gary Vee and Fredrik Eklund:

5:41 – How can a real estate brokerage company build a brand on Facebook and Instagram that all our agents can leverage to build their own individual platforms?

Gary Vaynerchuk: “One of the biggest ways that a company can enable their agents … is to create content at scale in a hub that people have access to … and can DJ the content. … What I would do at your company is I would invest in video, and I would invest in photography, produce content, give them assets, and then training. I think one of the best things I’ve seen from people that have agents … is they brought in the forward thinkers and put them in front of their users on a closed platform … Instead of telling them or trying to get them to do it, force them to get there by overwhelming them with value from the highest level.”

Fredrik Eklund: “My point with social media has always to be as personal as possible. … A big challenge with a lot of real estate companies is that they only upload photos of their apartments …”

Gary Vaynerchuk: “(These companies need to) … put out content that is valuable to them (the users) … build up equity, and then you can ask for a transaction.”

Fredrik Eklund: “I would say 10 to 20% of my business comes from Instagram. … I write emotional texts, and people make fun of me because I’m too emotional … and then when I finally upload something that’s real estate related, there’s more stickiness to it.”

10:57 – A question from real estate coach Tom Ferry – What part of the home buying process do you believe is broken and how can technology best solve it?

Gary Vaynerchuk: “For me, very briefly, paperwork … That’s what technology can solve (removing the need for paperwork around mortgages and real estate transactions).”

They went on to talk about how real estate agents will not be replaced by technology because although the commodity aspect will see the lower grade agents disappear, the professional agents will grow and those businesses will get bigger.

18:20 – Is it better to focus on branding or better to focus on transactions when you’re starting out as a new agent in the luxury marketing in New York City?

Fredrik Eklund: “Both …”

Gary Vaynerchuk: “That’s the answer – branding and sales. … What has made me successful to the level that I’m at is branding. … The internet has changed everybody’s opportunity for brand, but selling is hustle.”

Links:

Gary Vaynerchuk: “Gary Vaynerchuk builds businesses. Fresh out of college he took his family wine business and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world’s hottest digital agencies. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding VaynerRSE, a $25M investment fund.”

Fredrik Eklund: “Fredrik Eklund is working with DE’s Senior Management Team focusing on international sales, new developments and re-sales throughout Manhattan. More than 2 billion dollars in residential sales over the last 11 years. Founder of the most high-end residential real estate brokerage in Scandinavia, Eklund Stockholm New York with three offices and 50 employees. Set record sales in 28 buildings in Manhattan last year alone. Star of Bravo’s Million Dollar Listing New York, sold and distributed to over 100 countries.”

Real estate coach Tom Ferry: “During his 26+ years in the industry Tom has influenced over 500,000 real estate professionals to create inner and outer wealth by helping them grow a prosperous business that they love.
Tom is a highly sought after and renowned speaker whose work embodies a passion for life and business, a commitment to discipline and the most innovative business strategies you will find anywhere.”