# Fredrik Eklund, Real Estate Branding & Hudson Yards  | #AskGaryVee Episode 214

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=zDsYOLkqLH8
- **Дата:** 17.06.2016
- **Длительность:** 23:05
- **Просмотры:** 165,340
- **Источник:** https://ekstraktznaniy.ru/video/19307

## Описание

► Subscribe to Gary's Channel Here -http://bit.ly/GaryVeeSubscribe

Check out Fredrik on BRAVO's "Million Dollar Listing New York"

#QOTD: What is your true driver? What is your goal? Put both on your mirror!

#timestamps:
0:00 Intro
 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?
10:58 - What part of the home buying process do you believe is broken and how can technology best solve it?
14:04 - Gary, why are you moving your offices to Hudson Yards? Fredrik, from a residential angle, what about Hudson Yards are you the most excited about?
16:10 - Fredrik, in the early years of your career, how did you build and continually contact your database? Now that the show is so popular and you have so many more opportunities, how are you managing that?
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 ma

## Транскрипт

### Intro []

- On this episode, Frederik stops by. (hip hop music) - [Gary] You ask questions, and I answer them. This is The #AskGaryVee Show. - [India] 214. - You've done 214 episodes? - Yes sir. - That's a lot of episodes. How many episodes of your show have you done? - Maybe like 60. Five seasons, 12 episodes per season. Yeah but you guys film a lot to get one episode. - Nine months per season we film. - You guys are filming for nine months? Why because the lead time of closing? - My deals take like a month you know the other two guys average. (laughter) - All right, let's do this. What is it? Two what? - [India] 214. - Alright. Ready? - [Staphon] Yep. - Hey everybody, this is Gary Vay-ner-chuk and this is episode 214 of The #AskGaryVee Show. I'm pretty excited. As a lot of you know, I do not watch television but when I work in bed at 11, 12, one in the morning my wife Lizzie has a couple of shows she loves and this character right here is one of her favorites. I'm super pumped about that. - I like Lizzie. - You like her, right? - Yeah, she's a keeper. - Yes, she is a keeper. Why don't you tell the Vayner Nation for the people that are watching right now who you do not know who you are a little bit about yourself and then we'll get into India's questions. - My name is Frederik Eklund and I'm real estate agent in New York and the show he's referring to is "Million Dollar Listing New York" on Bravo and it's airing tonight. - Tonight. And we'll get this up Staphon if you're willing to hustle a little bit. - Thank you. - Alright. How long have you been doing it? - 13 years. Can you believe it? It feel like I came to New York yesterday. 13 years. - And tell me about the show. It's been on for five years now? - Yeah, I started filming six years ago and everybody that I knew my family, my competitors, everyone said I shouldn't do it because reality TV is an agent you don't want to show friction and certain things in the business and I always believe that it would be good for my business and personal, too. - Because you thought it would get you exposure? - Yeah, I can't knock on enough doors. I can send mailers out. How do you get yourself out there to millions of people as a real estate agent? And especially coming from Sweden not knowing anyone, not knowing the language. I didn't have any contacts. - What has been the global impact on your business? - Being number one in New York three years in a row. (laughter) - That's an impact. Yeah. Well they don't clap. They hear a lot hyperbole from me. - No, it's been amazing. I don't know where the business comes from, you can't isolate but you know. - It's clear, right. - I think you need to be in all places. Big on social media, you're on television, people read about you in the New York Times, ads, listings themselves is a great channel of advertisement. - Yep. You mentioned it, you know, obviously we're at a very large social media digital agency, how has social been for you? What's currently Frederik have you adapted Snapchat? - No. - Why? - I'm scared. - About? - Because I'm very old-- - Yes, but you look young. - Thank you. - You're very handsome. - I have a baby face so it's good for when I was young I looked really young and now I'm looking a kind of young. - Yes. - No, I'm scared of Snap because I'm going to get addicted I know I'm gonna love it so much and I have Luis on the show, my friend Luis, he is obsessed. And he just runs around Snapping all the time. I invited into my apartment and I could not have a real conversation with him-- - Because he just Snapped everything. - He just Snapped. - Where are you? Twitter? - No. - Why was it such a visceral reaction? (laughter) - I'm not a Twat. - Okay. (laughter) - Twitter is like, no, I never-- - You never did it? - No, not really. I think I'm a photographer. I like photos. - Instagram. - Yes, I like that. And to sell something, which I do, I sell real estate, I never saw somebody sell an apartment over tweets. - Okay. - Instagram is good for that. - But you know people have bought apartments off of tweets. - Never happened. Show me one example. So I have an example, I have a friend-- - Oh, you bought an apartment over Twitter? - I did not but I have a friend who bought an apartment over Twitter by tweeting. You know what's interesting? You're talking about push marketing, you're putting out content. - Mhmmm. - Where I think Twitter's remarkable is you can literally search everybody who tweets and my friend tweeted out that he was looking for a new home and real estate agents that were listening reached out to him and closed him on a multimillion dollar home. - That's good. I just think for me, listen, I don't have a lot of followers maybe 130, 40-something-thousand followers on Twitter I think the challenge with Twitter is that people tweet and you think that 140,000 people are going to read it. But then I read something, it was like 1% because the informational highway was so fast-- - And we agree with that. - Where as Instagram a little bit linear-- - So when do start Snapchatting? - I'm not going to. Are you willing to be on the record here saying you're never going to on Snapchat? - I want to be a reoccurring character in my friend's Snapchat account. If you have one, I'll do that. I don't want to have my own. I need less social media, not more. I think it's very addictive to me and I'm like that personity that once I get into something everything that I do want to do fully. - All in. - Like all in. I'm not gonna do, upload a Snap once a week. I'm going to become like Luis. - And you don't want that. - Sit on the toilet and like on Snap. - India, let's get into this show. Oh, you've got videos. - They're all videos. - Okay all the videos so we're gonna go yes, here we go. - Oh, who's that? - This is a fan or a friend. - Live, interactive? - Nope. Pre-recorded.

### 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? [5:41]

- Hi Gary, my name is Sharran Srivatsaa. I'm the President of Telus Properties. For context, we are the fastest growing real estate brokerage in California with about 450 agents and 20 offices and my question to Gary is just this how can a forward thinking brokerage like ours build a brand on Facebook and Instagram that all our agents can leverage to build their own individual platforms? Thank you, Gary. - So I'll jump into the first one, you can add Frederik because I've given a lot of speeches at RE/MAX and Keller Williams and all these organizations and when they're at that level with a lot of offices they're always trying to think about how they empower their agents. This is a once in a generation agent that comes along and has that charisma level, gets the opportunity be on television and then has that... Do you like that once in an generation? - I'm listening. Go on. - That's not going to happen for everybody. So, I think one of the biggest ways that a company can enable their agents and we see this insurance, I see this in fast food where people are franchisees is to create content at scale in a hub that people that have access to, can pull from it and then DJ the content. So there's some great platforms like Percolate or you can build something internally or you could do an email blast but what I would do as your company is I was invest in video and I would invest in photography, produce content, give them assets and then training. I think one of the best things that I've seen from people that have agents I've seen this in insurance is they brought in the forward thinkers and put them in front of their users on a closed platform, live streams, Q& amp; As, consulting opportunities it's about education and assets. And that's what you want to empower so it is an investment at the top level 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 levels. - Wow, that's good. - Like that? - It's powerful. Yeah. My point of view on social media has always been to be as personal as possible. I think that the big, to answer his question, the big challenge for real estate companies, any kind of company is that they upload photos only of their apartments or I always give this example United Airlines, and I like United Airlines, I travel with them a lot but they have 88,000 employees but only 60,000-something followers on Instagram. They can't even get their own employees to follow them because they upload photos of the airplanes. - That's right. - So if you make it personal-- - Or bring value value. - Hmmm? for example when you're an airline if you actually put out content around how to make people travel better, save money when they travel, skip lines if you actually brought utilitarian value-- - But still for social media there's not that many successful accounts. If United Airlines posted photos of people on airports meeting, crying, loving, hugging for using their vehicles to meet after many years and writing long personal emotional text then it could be beautiful, powerful Instagram accounts in the world, right? And then they could sell tickets indirectly. - See that right behind you? It's a book I wrote a couple of years ago called "Jab, Jab, Right Hook". - I'm gonna get it. - Well, I'll give it to you but it's like what you're describing which is put out content that's valuable to them. - Yeah. - Jab, jab, build up equity and then you can ask for a transaction. - Yes, exactly. - I have something like 600-something-thousand followers, I would say 10 to 20% of my business comes from Instagram. Honestly. - I believe it. - I launched entire buildings from it but it's because I also write emotional texts and people make fun of me because I'm too emotional. - Yes. - I'm a person and I'm an emotional person and then when I finally upload something that's real estate related there's more stickiness to it. People pay attention. - May I ask you a question? My career, different from yours, came from doing a wine show on YouTube in the mid-2000's. Yes. There was a point where I was like wow and I was known as crazy in the wine world, do you feel like you've become a more extreme version of your natural being because of this character. I always wonder, "Have I changed? " Do you feel like you're exactly who you were five years ago or do you think you're a more extremed momentum version of yourself because of what's happened? - I know because I have the evidence 'cause I've done five seasons, last six years. I'm actually, I was never playing a character because they don't tell us what to do. I wish it was scripted but it's not. Right? But if you look back, if I look back on the original season I was much harder, much more. I was kicking and screaming and squealing and making crazy faces actually like now, I think on the show, I'm much calmer. I'm much centered. - 'Cause you matured? - Yeah, a little bit but also kind of watching myself so many years and seeing this crazy character. Plus, I'm happier. I'm married. - Of course, life changes. - I don't think it's going that way, I think it's the opposite. - I also saw an episode where you dressed up in character as Andy Warhol. - It was so freeing. Have you done that ever? - No. - Oh my god, I disappeared. It was so freeing not to be Frederik anymore. I blacked out. I don't even remember anything. - It was easier to be Andy Warhol? - Well, I have an obsession too. (laughter) It was so amazing. Now, I'm looking forward to Halloween. I'm going to go all out and just be someone else than me. - India, let's move this. - [India] From Tom. - Oh, Tom Ferry.

### What part of the home buying process do you believe is broken and how can technology best solve it? [10:58]

- Hey GV, it's TF checking in. Got a quick question for you regarding real estate, what part of the home buying process do you believe is broken and how could technology best solve it? - To me very quickly and this is going off topic I think paperwork. I am fascinated by time. There's a lot of startups that I've invested in, I invest in a lot of early-stage startups, two of them that I've recently invested in one helps people submit for adoption in 17 minutes-- - I love that. - instead of 7 years. - Yeah. - Another one is for wills and helps you produce a will in an hour that is very legit versus all the time and money. I think the paperwork process-- - The mortgage process. - The creative, the vision, you showing somebody that's human, that's not technology. But stuff like I bought a place out east, signing for an hour that's not interesting to me. There has to a better way. That technology can solve. Getting an expert's opinion, where is the market going, why is this a new neighborhood that's the creative, that's the magic, that doesn't get replaced. The commodity does. We don't write letters put them in an envelope, buy a stamp, lick it, put it. Technology fixes the inefficiencies and I think the inefficiency that is commoditized is the paperwork process of mortgages. You agree? - I love that. I do the (inaudible) packages and there is 600 pages. To your point, they take months to complete. There is a way to like (beep). When I started,-- - Yes. - this was 13 years ago and that's how old I am the listings-- - 35? - 39. The listings were coming in via fax. No, this is true. - I get it. I used to have a fax service before my email service for Wine Library just the fax people offers. - I used to watch the freakin' fax every morning I came to the office and it got like jammed with papers because the listings were coming in and I was sitting circling my first year these listings in the New York Times to take buyers. I would the first person I think to have a Blackberry or blueberry, whatever we called it, with a wheel. Do you remember them? - Yes. - That came from London, the Wall Street or the hedge fund guys there. - New York was ahead of them. - And people thought I was crazy 'cause I can answer real-time. It's funny in 13 years how much it's changed. In the real estate what happened is everybody was saying the real estate agent is going to be eliminated. There's no need for it because now you have these systems and Zillow but what happened is big real estate agents are getting bigger than ever-- - Because that skill matters. - Yes. - That skill matters. What has happened is and is actually a very good point, a lot of you your tech and entrepreneur driven. Everybody always said this is going to be dead. Nothing dies. What happens to being the B and C and D players lose and the A players take up more because what technology does is it takes out commodity and commodity is usually the only value prop that the C and D player brings to the table. - Yeah. - That was interesting. - That's good, I like this. - We're getting somewhere. - I feel is the real estate angel in the room. - [India] This is Dan. - [India] Hudson Yards. - Hudson Yards. Oh, we're moving to Hudson Yards. Our office-- - Congratulations. - Thanks

### Gary, why are you moving your offices to Hudson Yards? Fredrik, from a residential angle, what about Hudson Yards are you the most excited about? [14:04]

- I work on some of the most incredible real estate developments in New York including Hudson Yards. Gary, I heard your moving your offices over there from Park Avenue South so I'd love to hear why you decided to make the move and Frederik from a residential angle I'd love to hear what about Hudson Yards you're the most excited about. - I'll let you go first because it's far more interesting. What's the vibe out there? - To me, I ask questions I'm obsessed with New York. My husband, he makes fun of me, he's angry at me because I say New York is the biggest love story of my life. (laughter) Honestly. - He's number two. - The new downtown which is the old financial district which used to be Wall Street which is not financial at all. Seaport is just blowing up. Hudson Yards they are all equally-- - Do you think the Hudson Yards thing is going to be a big, big deal? - It's major. It's like 22 acres of parks, 39 skyscrapers it's believable. The retail and it's location. If you look at the map-- - For a Jersey boy it's great, I just want to (waves hand). - No but it's perfectly located, you're close the park, you're close to Midtown but still close to the water and the infrastructure they're building, it's going to be incredible. It's not so much they love for Hudson Yards, it's going to be great. It's the love for New York always turning over, always changing. I can't keep up with. No one can keep up with it. - Mine is much more practical Steven Ross, who is building that project is my business partner and a part owner of VaynerMedia because I want to buy the New York Jets and he owns the Miami Dolphins so I want to be in that ecosystem. You going to become a Jets fan? Good. (laughter) And we're growing so fast I needed to be in a home where we can grow from within and plopping ourselves over there I thought was a very good idea. Plus, Jewish holidays getting to Jersey just scooting right into the Lincoln Tunnel I'll save myself an extra hour for business meetings so I like that. Cool, India, let's move it. - And you're gonna get an amazing view, I'm assuming 'cause they're all like crazy. - Yeah. I created two offices one to look at Jersey, where I grew up to be like that's my place and two looking at Madison Square Garden because I'm a huge Knicks fan. Are you a Knicks fan? Can you be a Knicks fan? Say yes. - Okay. Yes. - Awesome. Let's move it. (laughter) - [India] Harold. - Harold.

### Fredrik, in the early years of your career, how did you build and continually contact your database? Now that the show is so popular and you have so many more opportunities, how are you managing that? [16:10]

- Greetings gentlemen. My name Harold Valestin, real estate broker, sales trainer, motivational speaker. My question to you Frederik is in the early years of your career how did you build and continually contact your database and now that the show's so popular and given you many more opportunities how are you guys managing that? Thank you. I appreciate your time. - In the very beginning of my career once again I sat all by myself I had no one helping me no one mentoring-- - Did you work at a firm? - Yeah, a very small firm with six agents in West Chelsea. I came off the shrimp boat not knowing anything-- - What made you come here? You just knew? - Yeah, I knew because I came here when I was 10. - Tasted it. - I was so in love with the energy and the neon and the danger and the-- - Game. - Not so much the money the whole thing. I come from Sweden it's very calm and beautiful and old. No, my family is there. I love it. I come back. But I mean New York. You know? So for 20 years I was frustrated not living here so I came, then finally bam. - So in the early years you're in a small place. - I was by myself-- - learning the craft. - Yeah, I think I never really had a database to answer the question. I never and I need to be better at that. I don't, what I do is I see every single person that I meet including you because you're gonna buy your next apartment from me as a potential commission check walking around with little four legs unsigned. - That's what I am. - Exactly, that's what you are. Every person it's an opportunity. - I'm a big one. - My first open house all these people that came in I just turn them over into new clients and listing inventory. I'm so scared, I know in my heart, that this is the last month, my prime, it's over. Last year was the best year. That's how I feel. Do you like that? - Always. - Yes and I wake up eery morning like I'm going down. - You're only as good as your last at-bat. - Yes. I need to (growls). What? What's so funny? - I fucking love it. - Okay, good. - I want to growl too. I just got to figure out how I'm going to say (growls) I gotta find, you know what? I think that's right. To me, I never think anything that I've accomplished yesterday means anything for tomorrow. - Yes, exactly. You're never cooler than your last deal. Video, whatever. - 100%. - [India] Last one? - Yes. - [India] From Lenny. - [India] Who is very excited. - Lenny looks fired up.

### 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? [18:20]

- Hey Gary, hey Fredrik, hey India, hope everything is well. I'm so excited to be part of the show and I hopefully make this but I am interested is it better focus on branding or better to focus on transactions when you are starting out as a new agent in the luxury market in New York City. Oh my God, I'm so excited. (laughter) - Lenny, the man. - Both. - By the way, I'm going to stop you. - Okay, good. This is your show. - That's the fucking answer. - I'm just the guest. What people don't understand is branding and sales. Because he looks at me as a human check running around and he wants to be transactional he's gonna win in the same way that I think sales matters so much. But much like him and he accomplishes it his way I think what has made me successful at the level that we're at is branding. And branding, what's remarkable is his charisma and that moment in time and I don't know why the picked him or what happened the serendipity a lot of those things, he had that opportunity at a huge scale. The fact that all of you have the opportunity to make a video be on this and now hundreds thousand people will see the internet has changed everybody's opportunity for brand but selling is hustle. - Yeah. - You got to back it up with the deals too. - For sure. - My advice to anyone new in anything especially real estate or sales is to be not eccentric as long as authentic. It has to be genuine. Right, be you. I was so nervous when I first came here, I locked up myself and I wasn't-- - You weren't you. - Yeah. Right, because I thought if I told people who I was and was gay came from Sweden all the thing that I do today I would never be hired or fired or all of those things. Now, reality TV in some ways taught me the hard way because I'm allowed to be this crazy guy. So, anyway, in the beginning if it's 60,000 sales real estate agents in Manhattan just be you and own it. Everybody loves to see somebody who is authentic. That's my, that's branding to me. - Staphon, I'm going to make you do a little work which will make this episode come out a little later but before 9 PM Eastern. I want you to show some clips... We have all these video interns now. I want you to show four or five clips from episode 12, 19, 22 of Wine Library TV. I was running a very large wine shop and I had these very high end clients who were spending 400 or $500,000 a year on wine so think about that and the first 40 or 50, the first 80, I actually know the number, the first 80 episodes of my wine show I was very reserved. Hey guys, it's me. Gary Vaynerchuk Wine Library TV. Hello everybody and welcome to a wonderful episode of Wine Library TV. I'm your host Gary Vaynerchuk. Hello everybody and welcome to an action-packed episode of Wine Library TV. I am your host Gary Vaynerchuk. - Really? - Yes. - You're not reserved now-- - Correct. Well this is why I'm jumping in. - No, I like it. - The show was doing extremely well it was early YouTube, the first year of YouTube it was starting to get going and I was like wait a minute if they think I'm entertaining now if they knew what I was really like and I just said screw it. After episode 80-- - You jumped off a cliff. - I just jumped off the cliff. I said look I'm going to be me I may lose 10 I'm going to gain 100. - You can't please everyone. You just don't. And it's a better way to living anyways. - 100%. Frederik, I know you need to run, I need to I go take a stage at a talk you just gave I want you to do a very important thing here. - Okay. - Every guest gets to ask the question of the day. Now you get to ask the tens of thousands of people that are watching this a question of the day. Any question you want answered. It's a good opportunity to get some insight. You can ask a random question knock yourself out what is your question of the day? - Okay, my question of the day would be it's all about being driven to ask yourself what is your true drive? Is it money? Is it fame? Is it charity? Is it your mom? Whatever it is you need to put that on a Post-it on your mirror. Brushing your teeth and the other one is the goal. What is your goal? The exact. Is it the first million? Is it, once again, to buy your mom a house? Is it to buy a new car? Whatever it is, what is the goal? Visualize put it on a sticker too on your bathroom mirror when you're brushing your teeth and do those two things you're gonna be super successful. Ask yourself those two questions. - My friend, continued success. - Thank you. - You keep asking questions, we'll keep answering them. What's up guys? Hope you enjoyed the show. Please do I get to link it up anywhere? Is it in here or is it down below? Is it in print or in my video? - [Staphon] It'll be down to your left. - It's here down to my left. Right here, there's a button for them to subscribe to my YouTube video? Yeah, it's that little buggy thing. That's right guys, click this. That's right, use that.