It was an absolute pleasure to meet @davidmeltzer the Co-Founder of Sports 1 Marketing, a Speaker/Author & Entrepreneur at last years Life Lounge event. I wanted to share his advice for building a brand; being in the Real Estate industry we are always looking to grow our brand and who better to learn from than David himself. Thank you for sharing your insight with us.
Amber Anderson:
I’m a video marketing gal in the real estate space. It’s one of the things I’m always coaching agents on their YouTube channel, not just property videos, but in general, showing their authenticity. Is there any advice? Because obviously YouTube is a space that most agents don’t even touch, and you’ve had a lot of success.
David Meltzer:
Yeah. So this is my philosophy, especially in the real estate space, because to build your own brand, number one, credibility is the most important thing in a video.
Amber Anderson:
Right.
David Meltzer:
Because if I’m 100% credible, I can do whatever I want.
Amber Anderson:
Right.
David Meltzer:
So when I capture the content, I modify it with a lens of credibility.
Amber Anderson:
Okay.
David Meltzer:
Then I amplify it to the audience that I want. So it’s so nice that today if I’m this type of broker or agent, there’s a spectrum that I only want to market to.
Amber Anderson:
Right. Right.
David Meltzer:
And so if you are capturing the content that as a frequency for this type of buyer, amplifying it to that type of buyer, and it’s a clear, credible message to that buyer, there’s statistical success. Because most of the people, they don’t even get what they’re doing in real estate.
Amber Anderson:
Right.
David Meltzer:
And so they just think informing the whole internet of their listing or themselves.
Amber Anderson:
Right.
David Meltzer:
And when you get specific and understand, “Okay, here’s the strength of my signal. I’m looking for high net wealth individuals that are looking to buy a three to five million dollar home,” that’s a certain group of people.
Amber Anderson:
Right.
David Meltzer:
They come from out of this country a lot of them, they’re living in certain neighborhoods.
Amber Anderson:
Yeah.
David Meltzer:
They buy certain magazines.
Amber Anderson:
Yeah.
David Meltzer:
And so there’s easy, especially on LinkedIn and Instagram, to be able to target very inexpensively, the right frequency. But a lot of times people would know how to target, because they’ll get to the right LinkedIn group or the right group, but they’re not talking to the right audience. They get on there as if they’re a Keller Williams general agent.
Amber Anderson:
Right. I noticed a lot of your style is very… And I’ve been so inspired by it because I feel like a lot of your message is a conversation you’re having or you’re filming just a group of people around you.
David Meltzer:
Right.
Amber Anderson:
You’re not having it be like, “A lot of times I’m on stage and I’m coaching all these agents,” but some of those more meaningful conversations are the ones…
David Meltzer:
Yeah.
Amber Anderson:
When did you start shifting that? Is that a more recent thing or have you always done that?
David Meltzer:
I’ve always tried.
Amber Anderson:
You have. Okay.
David Meltzer:
I have only used about five to 10% of my content.
Amber Anderson:
Yeah.
David Meltzer:
So the other side of being an agent is the last piece, which is so capture, modify correctly, that’s the specturm, amplify correctly, then perpetuate it.
David Meltzer:
So one of the things that no one’s looking at, this is where my success over the last [inaudible 00:03:07]. Because I started three Super Bowls ago.
Amber Anderson:
Yeah.
David Meltzer:
I’ve had enormous success at it because I knew what I was putting out three years ago would be more seen today than when I started.
Amber Anderson:
That’s interesting.
David Meltzer:
And so I know what’s put out today will be even more people because it grows exponentially.
Amber Anderson:
You just get traction and you just [crosstalk 00:03:25].
David Meltzer:
It’s exponential. Two times two, times two, and it’s really growing. So let your agents know that what they’re putting up there could be seen five years from now when they’re the agent.
Amber Anderson:
Right.
David Meltzer:
And so you’re talking to a future audience and that’s why I still think that I stick very consistent quality content, and I don’t think many agents are consistent.
Amber Anderson:
Right.
David Meltzer:
And I think their content is not quality for the audience-
Amber Anderson:
That they’re trying to attract. Exactly.
David Meltzer:
Yeah.
Amber Anderson:
Yeah.
David Meltzer:
None of them sound like they’re talking to a millennial first time buyer, but they’re selling homes homes like this.
Amber Anderson:
Right.
David Meltzer:
A lot of people that can afford you in videos are selling real homes.
Amber Anderson:
Yeah. What is your frequency?
David Meltzer:
So the frequency to me is your authentic self, to be comfortable. Like what makes Ryan [inaudible 00:04:18] so good [crosstalk 00:04:22] is he’s authentic.
Amber Anderson:
Which I saw that interview. Yep. Right.
David Meltzer:
He illuminates who he is, he’s extremely charismatic and good looking, but he sits there and tells you how he was in construction.
Amber Anderson:
Right, right.
David Meltzer:
Right? It’s a real story.
Amber Anderson:
When I say frequency, another question to that is how often are you saying from a video standpoint on YouTube, for example, and I know you’ve got your podcast and your shows and all that, so it’s every day. It’s not a once a week, it’s every day.
David Meltzer:
And that’s a Gary [inaudible 00:04:49] lesson.
Amber Anderson:
Yeah.
David Meltzer:
Gary…
Amber Anderson:
Which oh my gosh, you got your own show in his office. Which I was like, “I’ve never seen that before.”
David Meltzer:
Yeah. Well, we’re good friends.
Amber Anderson:
So amazing.
David Meltzer:
He taught me consistency. And even now, because I talk to him every week, he was like, “Dave, get everyone in your office, I don’t care who they are, to make a piece of content and put it up.” Have them make it. That’s how much content he wants.
Amber Anderson:
Because you’ve got a three [inaudible 00:05:18] right now. It’s just got to be overkill.
David Meltzer:
Yeah. And for an agent I would say, believe it or not, if I was a real estate agent, I may talk about organically what I do, but if my heart and soul is in coaching, soccer, that’s what I’d put up there.
Amber Anderson:
Right.
Amber Anderson:
So who is your agent here in town?
David Meltzer:
For a real estate agent?
Amber Anderson:
Yeah.
David Meltzer:
So I don’t have [inaudible 00:05:43].
Amber Anderson:
I had to ask.
David Meltzer:
But that’s okay, because my wife and I, we own the home in South Mission. She’s dying to see.
Amber Anderson:
Awesome.
David Meltzer:
“You know our beach house is worth more than this?”
Amber Anderson:
Oh yeah. [crosstalk 00:05:55] My grandparents grew up in South Mission.
David Meltzer:
Yeah. So we’ve always wanted to buy a tear down across at The Bay.
Amber Anderson:
Yep.
David Meltzer:
Because we’re right on [inaudible 00:06:02] and the boardwalk.
Amber Anderson:
Yep.
David Meltzer:
But now that we’re looking at it more and more, I think we might want to buy downtown just a penthouse.
Amber Anderson:
Really?
David Meltzer:
Yeah. Which I’ve owned before, way back when, like when…
Amber Anderson:
Pacific Gate or something like that?
David Meltzer:
I owned the penthouse of the Renaissance pre-build.
Amber Anderson:
Yeah. Which is amazing. The two story ones? Oh yeah.
David Meltzer:
And I flipped it.
Amber Anderson:
Damn. That’s a good one.
David Meltzer:
So I sold out of position. I’m lucky I flipped that one, because I lost everything. I owned 33 homes here when I lost it all.
Amber Anderson:
Well, when you’re ready, you know who to call.
David Meltzer:
Yeah, yeah, yeah. Yeah.
Amber Anderson:
Please.
David Meltzer:
Well, we will be in the next few years.
Amber Anderson:
Awesome. South Mission’s amazing.
David Meltzer:
We’re not selling that one.
Amber Anderson:
Yeah.
David Meltzer:
We’re keeping that, because we bought it before the VRBO stuff happened.
Amber Anderson:
And now it’s just probably killing it. [crosstalk 00:06:48] Oh yeah, yeah, yeah.
David Meltzer:
We can’t be down here all the time because we have four kids.
Amber Anderson:
Yeah.
David Meltzer:
And teenage girls don’t want to come down here.
Amber Anderson:
Which is crazy.
David Meltzer:
Yeah.
Amber Anderson:
Which is probably a good thing though. That’s okay.
David Meltzer:
They’re boyfriends are up there, and they want to drive.
Amber Anderson:
Yeah, yeah, yeah. Because you’re in Newport or [crosstalk 00:07:01]?
David Meltzer:
We’re in the [inaudible 00:07:02].
Amber Anderson:
Oh, okay. Yeah, yeah, yeah. [crosstalk 00:07:06] Oh, good, good. Which is good.
David Meltzer:
I have a nine year old out there.
Amber Anderson:
Good.
David Meltzer:
Oh, you’d love it.
Amber Anderson:
Good.
David Meltzer:
Yeah.
Amber Anderson:
Well, you’re so much better in person, I have to say.
David Meltzer:
Oh, thank you.
Amber Anderson:
That was awesome.
David Meltzer:
Thank you. It’s funny because I did a meetup today, and I was on fire.
Amber Anderson:
Yeah. Well, you are on fire.
David Meltzer:
I’ve gone all day. I felt like I was lower energy than normal.
Amber Anderson:
Not at all. Not at all. No, not at all.
David Meltzer:
That’s good because my energy [crosstalk 00:07:30] as well.
Amber Anderson:
Yeah, no. I thought it was on point.
David Meltzer:
More than even me, do you know [inaudible 00:07:37], right?
Amber Anderson:
Yeah.
David Meltzer:
So don’t forget when you meet someone like me, who knows a ton of people, A, if you grew up here, you have tons of people that you may know.
Amber Anderson:
Yeah.
David Meltzer:
Don’t be afraid to say, “Hey, besides me, don’t forget me.”
Amber Anderson:
Right, [crosstalk 00:07:52] can help me.
David Meltzer:
And that’s your whole business.
Amber Anderson:
I was so looking forward to it. I love your authenticity, truly.
David Meltzer:
Please keep in touch.
Amber Anderson:
I will. I will, I will.