Latest / Success Story with Scott Clary / Lessons - Why Your Personal Brand Sucks | Andrew Undem - Founder of SURE Group

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Lessons - Why Your Personal Brand Sucks | Andrew Undem - Founder of SURE Group · Success Story with Scott Clary

• 0:00
  You've focused on something that I'm a firm believer in and that's branding, self-branding,
• 0:26
  marketing, social media. I'm looking at this list of things that you've done and places you've
• 0:32
  been featured in and various publications. Obviously branding is important for both the
• 0:37
  sure and for yourself. And I apologize for calling you like you know what I didn't mean.
• 0:42
  I saw a panel speaker, I just figured out he speaks a lot, he must have done all this or twice.
• 0:46
  No, not going to be invited to a panel once, but it sounded good. Now I have something to aspire to.
• 0:51
  Listen, like it's, yeah, no, no, listen, you'll, you'll get it eventually. If you keep this up,
• 0:58
  it doesn't take long for the requests to start coming in and especially now with, with everyone's,
• 1:02
  you know, everyone's sitting at home right now, unfortunately, but people are having all these
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  virtual conferences and it's very easy to just like I get tons of requests just to chat about this
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  that and the other like and it's a great easy way to build though your brand because some of these
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  organizations that host these events have big followings and whatnot and you don't have to travel,
• 1:22
  you don't take four hours of your unit, you're just hopping on a Zoom call and you have access
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  to their entire, so you know, that's one thing that I love doing now. But anyways, that's
• 1:30
  that's the sort of getting off topic. So why are you focusing on building out, you know, your brand
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  and also the brand of the company and why are you so heavy on social media when real estate,
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  which is I think we can agree is a very well obviously it's one of the probably oldest industries
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  that you can, you know, you can think of a lot of these companies, you look at their social media
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  to be quite honest, it sucks, it's just horrible, it's horrifying, what they think is acceptable
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  to post. So, and this is not, there's not so different than a lot of like Fortune 100, Fortune 500,
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  there's very few companies that I find get it and that's why I think it's so interesting that
• 2:01
  like these startups or even these solar printers or individuals can build a brand for themselves
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  that is equivalent if not more exciting and engaging than what a Fortune 500 entire marketing
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  department can do. So, you know, you're doing this properly and why is that? And speaking about why
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  you see the use for it? Well, you know, the brand is so important if you want to stand out in the
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  crowd of marketplace. And when, you know, the rise of social media happened, and like Gary Vaynerch
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  talked about this a lot, but the playing field just got leveled. Like, you know, Mercedes Ben
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  can make this a beautiful commercial. Well, I have a camera too. My iPhone X Pro and a little
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  bit of editing, I can make something almost as awesome. And once you realize that you can put out
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  super high quality content, now it's not easy and you're going to mess it up. I've made every
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  mistake putting out a video that's known to man at least as far as I can tell. So, you got to
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  fail forward, just throw yourself out there, but the branding is so important because if you don't
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  get attention, if you don't get people to know what you do, why you do it, how you do it, why you
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  might be better, then you're never going to get the chance to even have the conversation.
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  So, there's the old age old thing, marketing or sales, marketing and sales. And they're both
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  equally as important because, you know, hey, salespeople like to say, all sales is the king,
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  sales skills number one, number one. And, you know, I'm kind of in that camp a lot of times.
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  But if you don't have anyone to talk to, if you're not getting opportunities, and you can't
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  market, it doesn't matter how great your mindset is and how great your presentation is, if you can't
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  give it to anybody. The same thing by first of all, like there's there's you got to marry those
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  two together and give them equal amount of energy and effort because if you do, if you aren't good
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  at marketing and we like you said, we spend a ton of time on that. Every time we lift the house
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  for sale, I don't care how low the price range might be. I don't care the location. We do everything
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  full blast all the time. If it's going to have our brand on it, we won't want you to know,
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  you're getting world-class photography, hundreds of HDR pictures that we're going to take down and
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  maybe use the best 34-year 50. We're going to get the drone out and get some aerial footage.
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  We're going to do a video, whether that's me on a green screen explaining the house with, you know,
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  the pictures coming up from the background or me physically at the property, giving you the kind
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  of HDTV. Here's all the things you need to know about the top. You might miss if you just put
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  the pictures. We create all this content and that's very important and let's be honest. That
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  does help sell the seller on you. The only way it's going to help you actually sell the house
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  and deliver on your promise is if you know how to distribute that content.
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  It's got you know that if you put out amazing content all the time and preach into the choir,
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  but for your audience, it's like, and I know you've had some help. I think your girlfriend's
• 5:01
  like in the game help you know. No, like listen, like even she does, she's into like the
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  whole social media scene. She runs a marketing company with her sister, so she's very much like,
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  you know, like a head first into the whole social media and that's what literally her entire
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  business is. Now it's not my entire business, but it's still, you know, I've been a fan
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  putting them lightly since I saw the opportunity and I saw the ability for like the just the
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  individual to have that kind of reach with like very few marketing dollars. That's what I find
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  so incredible and so the opportunity is right like really really fresh still. So
• 5:42
  Yeah, I mean it's fertile soil and like if you follow Scott, I was like the book you just put out
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  is going to be awesome. I did order if I wasn't came yet. But this guy's like an amazing
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  influence on like did and it's going to be you have to create the content and everyone kind of
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  has a hard time with that. It's do I look okay? Is what I'm saying good enough? Am I going to be
• 6:02
  able to impact somebody? Do I need a better guess? And then even if you can cross that bridge
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  and capture this content with some decent audio and video, you have to know how to distribute it.
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  And in my world, that is very important for hyperlocals, real estate hyperlocals.
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  So just answer your question like we weren't so big on branding because we want to be known as
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  the people who do it right the first time get it done. You know, if you think I or not some
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  expense and try higher someone else when you have to list it twice. Go chief and do it twice.
• 6:35
  Kind of thing. Now one thing I like to pull out of this is like you know your agents
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  how comfortable are they selling like this because I don't see again a lot of brand
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  zwingness. So when they when they join when they join Sure Group, is that sort of like a little
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  bit uncomfortable for somebody that's been selling for you know 20 years 30 years?
• 6:58
  Yeah, you know, it can be and it's not like we run this
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  Auschwitz camp where it's like you have to do it this way. Yes. We like to grow people on it.
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  And everyone does think a little bit differently. So the way I sell is going to be different
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  the way you sell going to be different than the way you know each agent on our team sells.
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  But what we want to do is we want to give them the canvas and the right tools.
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  Hey, this is available to you. This is at your disposal. And show them a lot of examples like
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  I think that one of the things we've done well at the Sure Sales Group here in Baltimore is
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  we leave from the front. I'm not asking people to do things but I'm not doing all the time myself
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  and it's very often that when you grow a team that the CEO or
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  the these realtors call themselves CEOs all the time I find it hilarious.
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  I'm just a realtor like everyone else. I happen to you know kind of manage some of the deep.
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  But what this managing partner will do will take them to help out and just direct everyone
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  else what to do and just collect. And that's okay for a little bit but this market changes so much
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  and the industry changes so much just like all of our industries. And if you're not
• 8:05
  sitting at the kitchen tables, eating what you kill, understanding the buyer and selling
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  personas and how they're changing and different technology comes into the marketplace
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  and different disruptors coming. We're going to fall behind. So all we do is try to
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  we're in it every day and we have a weekly meeting and we share. They look this is what works for me
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  like last week I just did a whole presentation on why 2008 crisis is different than this
• 8:36
  COVID-19 that had all of the charts. And I got like 10 referrals from it. God it was crazy.
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  I blasted it out to my database. I wasn't trying to stone. You think this is why we think
• 8:46
  this is different. There's a lot more equity equity in homes now. People haven't been borrowing
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  like crazy. The appreciation hasn't been crazy before this. And I just shared that with my team.
• 8:56
  I said, look you guys should probably consider doing rip off my presentation. Do it yourself.
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  So we do a lot of encouraging but you don't have to do it. But if you're not going to do the
• 9:08
  behavior that we know leads to assault don't come crying to me that you're not hitting your goals
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  because