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Red Oak Realty CEO Vanessa Bergmark Discusses Conferences, Brokerage Content, and In-House Video

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תוכן מסופק על ידי TRIBUS. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי TRIBUS או שותף פלטפורמת הפודקאסט שלו. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.

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TRANSCRIPT:

Hi everyone. And welcome to another episode of brokerage insider. This is the podcast where we interview the leaders in real estate and real estate technology. My name is Britt Chester, and I'm the host of today's episode. I'm also the director of client success here at Tribus. We're one of the largest independent prop tech companies in real estate and provider of custom brokerage technology to small, medium, and large brokerages all over.

And today on the show, we're going to be talking with red Oak Realty, CEO and owner, Vanessa Bergmark. But that's a thanks for joining us. Thanks for having me. That's I'm really excited to jump right into this. I know you and I have worked a little bit together in the. Today, we actually get to kind of talk about where we are in the industry where red Oak is positioned in a lot of other exciting things.

I think the first thing I kind of want to talk about is Inman connect, where you and I also just kind of met in person for the first time. I love to hear kind of your thoughts on the conference and as we're returning to conferences, kind of what that's like. So if you wouldn't mind let's, let's start with the panels you were on, what you talked about and kind of your thoughts around.

Well, I think it's funny that we've worked with each other probably for about two years. And I spoke to you quite often in your former position and had never met with you in person. And I think that's the great part about it. And then connect is the, the meeting people in real life, right? So we know them in the social and digital media world.

We've known them, you know, you were in Colorado and we were working on projects and PR together, but I never really met you in person. The relationship is it goes up a notch and the network goes up a notch when you actually have that human interaction. So that's something that I've always gotten from connect.

I've been there going there for probably, oh God, I think it's gotta be at least 12 years and at least 10 years of, of doing panels and, and, you know, being on stage and being in those conferences and, and, and engaging with the audience and coming up with content. So do I think it's going to stay the same?

Well, interestingly enough, I thought the format I've been to a couple of conferences since. I guess the pandemics are technically over, but since we, you know, got out of lockdown and I think what's interesting is they feel very much the same. You know, we're wearing masks, we've got some social distancing and some weird plexiglass and things like that.

But on a whole, I don't think the content has changed too much. And I don't think. The, the values that you're taking away from the conferences has really changed. So I have, I was actually surprised to see that it was very much the same as it had been pre pandemic. I think the bigger question is how will they change moving forward?

To me, the content at, at all of these events has been somewhat secondary to the relationships that are formed. You know, after the content has been shared and spread and, you know, th th the dinners or the grabbing drinks, or the meeting up in the hallway, all those things are really aware of the. Is built.

And I think that in my own career and within my own brokerage, I can say so many of my very strong relationships have come from the halls of those conferences in connecting. How do you think the content could change? One of the things, and one of the things I really had as a takeaway was we kind of have an opportunity to maybe explore new ground within the content.

And so you know, in the past, you know, everything has been focused on real estate and it's been focused in marketing. And I think the keynote speakers are all. That's sometimes Inman does a really good job of like pulling in these keynote speakers that are either residual or kind of ancillary to the industry, but can speak to real estate.

And so I wonder how we can start to integrate like new content ideas where you kind of bouncing around any ideas. Did anything kind of, what did you think about in, in how we can change that content? And I'm not just speaking just to him and I'm thinking just to, to events moving forward how we could change that and maybe how it can make it more engaging and make it a more exciting for attending.

Well, you know, I've always felt that the w there's not a deep enough dive, so you can very, like, surfacely touch on some concepts, but then they never really get to go where it's almost like an episode of Schitt's Creek, right? Like you've got 20 minutes and then you're like, ah, it's over. And I feel like that a lot of times with these conference, they try to pack a lot in, so I think that they're hitting.

All these paradigms of conversation and to attract more people to come, but they don't, in my opinion, really, they don't go deep enough. So I don't feel like I've sometimes walk away with this like brand new idea or got involved in a really good debate. Kind of, you know, got that innovation spring and had those, had the thread of that content pull out into the night.

And I think I would love to see that moving forward. I also think those, you know, those big stages and these huge auditoriums there's that personal connection is only. Is lacking as it is on zoom. And I would love to see content frankly, the way, you know, Matt Beall did it years ago. I don't know if he ever went to Hawaii life's conferences, but they were very intimate.

They were small, they were breakout groups and they went deeper and they brought outside concepts in that were not just real estate related, but they were infused into a real estate industry talk. So, you know, I don't know if that's concrete enough, but I think. I think going really, really deep, doing more workshops at conferences would be something that I think people would really get more out of.

And then folks that are there getting and sharing would, would get more giving out. But again, I've never ran a conference and I don't know how, how that all works to make that happen. So there might be something in the P and L that makes that super inefficient and some logistics there. I remember a few years ago at Inman, they had this data scientists, scientists, a guy named Ben Wellington, and he ran a blog called I quantum New York.

And I remember him talking about open data in New York and the ability to download these troves of data sets that were, you know, from. The cost that parking meters make for a city to where it's like illegal to park in front of garage is like all this random datasets. And it had nothing to do with real estate, but he did this presentation on, you know, what it does, Starbucks and the proximity to a Starbucks.

Affect real estate value. And like I just thought that was this really abstract idea. And I thought that was one of the more valuable takeaways I've ever had from an intimate event, because it was so outside of the box, it had nothing to do with median sale price or list price or, or marketing. It was really just about taking data that is seemingly unrelated to real estate and applying it to that.

And I thought that was a really creative way to connect two seemingly in connectable ideas. And see that's I, that right there is a perfect example of taking that and not making it a 20 minute talk, but then having a breakout session or then taking those, just taking that person and then maybe the next.

You know, the next panelist or the next person that's speaking, put them with that and put these people on debating with each other and just pulling away threads of ideas that you can bring back to your own, your own networks or your own brokerage or your own teams is, is kinda huge. So I would love to see it get I would love to see these become more intimate, even if the price was high.

Then having more people, a lower price and less takeaways, I'd rather be deeper, you know, way deeper dive, probably more expensive and a lot more intimate. And I think you'll take, take, take more from it. In my opinion, it could also just be the stage I'm at in my career where you're like, you know, you want, you want that golden nugget.

Yeah, I mean, and you want to be wild and, and I think, you know, I don't know, you know, I'm not going to speak for everybody. I certainly can't. But I would say like, you know, coming back to conferences now and coming back to events, there is that sense of excitement where it's like, I'm so happy to be seeing people.

I'm seeing some people that I've never met in person. I'm seeing people that I've only talked to on zoom. I've seen people that haven't seen in a couple of years, and that is a lot like that is, you know, You know, almost an overstimulation of, of human contact that I've been yearning for. But now I also want it from those sessions as well.

Like I want the, the knowledge, I want the information that's not being shared with me via video. And that. Yeah. Well, I think one of the things that connect does do that I've never seen at any conference nail at the way they do is really build that community. I mean, they have one, it feels like summer camp every, every summer, when you go back every, you know you know, January in New York, it feels like you are reconnecting.

With, you know, some of the industry's best. So I think there's a real opportunity because the people in the players are there. It's just, how do you weave out that really, really, really there's really good stories that changes the way the industry works when they go home from those events. If you were going to give anyone a tip, right.

Going to a conference and we'll, we're using him in as an example, but I think it's kind of any conference right now, or any event, what would be your, your kind of tips and insights as to how to build those relationships, how to even start those conversations with people that perhaps you've never even met before, or you've only read about them?

Cause I think there might be even a little bit of an intimidation factor in, you know, That person is constantly being interviewed or, you know, they're in the press. I follow them on LinkedIn. I mean, how do you even just create that conversation? Is it a matter of walking up and saying, hi, should you, should you reach out beforehand and try and touch base?

What would you kind of advise, you know, kind of newbies to. Yeah. I mean, I guess I would, I would S you know, research and if you're, if you're reading and following things and you, and you'd like what that person has to say. Yeah. I think if you know, they're going to be at that conference, it really behooves you to reach out and try to make some time to see them, or to spend any amount of time with that person, if they're speaking there.

And I think, you know, in the past, if that's ever happened where someone said, Hey, Kevin, can I meet up with you? The best thing to say is. Y you want to meet up with them something specific because otherwise it's just a, Hey, do you want to grab coffee? And I don't, I don't necessarily know if that's going to propel a person that may be getting several invitations or is on a tight schedule or is going there for their own connections and their own, you know, meetups to To take you up on that coffee or that glass of wine.

So it's really like, here's, here's what I've been doing. Here's what I'm thinking. I've been reading your stuff, referenced that stuff, and then here's why I would like to talk with you. And then you give that person that kind of the benefit of the doubt if they're not up for it, but you have a much better chance of converting them.

If you give them a specific, like I'd like to meet with you, because this is what I like to take away from a meeting with you. And a lot of people want, we know they want to be able to provide. Resources, these people that are getting up on stage or an up there, just because they don't have anything to say or give, they, they're usually people that want to give back and.

And get a lot from sharing information and sharing what they've learned with others, and then seeing others take their, take those ideas and innovate with them. So most people would be open to it, but I think this being as specific as possible for those meetups, and then of course, trying to grab them and book it ahead of time, as opposed to grabbing their arm and saying, are you free right now?

Because 9, 9, 7 of those folks are booked up solid when they go to these conferences. Yeah. And I think they got there also. You know, they were networking. They were once the person at the event trying to meet people and then they kind of worked their way up and now everyone wants to meet them. So w whereas I would love to sit here and talk about the conferences all day, too, though.

I want to kind of bring it back to red out. And one of the things, you know, I think I just read that press release. We were kind of talking about it before. Talking about this in-house video production, and I'm a little bit familiar with this with Mika Dustin's work. But talk to me a little bit about how red Oak and maybe this was an insight you got from a conference years ago.

Like, you know, maybe it was an idea that you had gotten, but talk to me about this in-house video production and how red Oaks really kind of like changing media and marketing materials, both for the agents and the consumers. Yeah, we, well, first of all, say I give all my video influence to my friend, Raj Casar with the boutique down in Southern California.

He was getting on me for video probably 10 years before I started doing video. So he was. So far ahead of his time, when he's talking about video, it's like, what do you mean this internet thing? So he got to do video and he hired these huge production teams. I brought in Mika, who I'd known for years.

We'd worked together about 22 years ago. And I brought him in, he had done beautiful work. He was an incredible cinematographer. It wasn't like your typical. Real estate video, you know, kind of grown and just kind of going in. And he, what he was, was a storyteller and he infused story into everything he did.

And, and when we brought him on, we were, we brought him on for several reasons. But part of it was because of his ability to tell a story through the lens of his camera. And and it was, you know, it was, I think it was a risky thing for a real estate company to be like, yeah, we're going to bring it.

Frankly, not a videographer, but like almost like a cinematographer director into our staff. You know, it's super artsy and, and really like a totally different approach. We lucked out because I hired him literally. Six weeks before we got locked up in the pandemic role, totally pivoted into, we got him, you know, once we became essential, he was able to get into the homes and create these stories for the listings that we couldn't really get people in without it being super complex.

We won't go into that. Everyone knows how difficult it was. Those first six months, I was able to just go out there and shoot stories of all of our listings. And we were a brokerage that really spun on its heels. And we just made that available for, for everything to our agents. And at that time we did it all free of charge.

It was just like, get our product out, get our consumers, get our sellers. Homes in front of buyers. And and then we got really good at it. You know, we just, we had a lot of fun with it. It was, it was, it was at a time where everything was so forgiving that we were able to take risks that probably wouldn't have taken, have we not been smack in the middle of the pandemic, but we were like, whatever, what are we going to lose?

We're going to be dead next week. Go big on the video. So yeah, we just had. He came in and did that. And now it's evolved into, you know, how do we share the brand with, you know, potential recruits? How do we share the brand with other businesses? How do we share the brand with consumers? How do we, how do we introduce our agents?

Not just our listings to consumers and it just, you know, we have a, I mean, the guy. Booked solid. He also does a lot of us, like for culture. We have our company kickoff and every year he does a really incredible company culture video. That's always a surprise. We just came up with the concept the other night and and we we'll share that here.

I'm not sharing it. Won't look an idea, but but you know, he's, he's just super creative and there's things that he can do. Like, it's kind of like having Quentin Tarantino on your staff and I he's just he's. And he comes up with great ideas and and he was like, I can't do it. I can't do it. And then he pushes himself and he comes out with this great product.

But what's interesting about even what he does is for our kickoff is it really kind of brings the tribe of right out together. It reminded infuses humor in infusing. Legacy stories and futuristic stories and brings all the characters and individuality of our agents out. And I kind of reminds you of like, why you, why you're with this team and why you, what your values are as a company and it's, and it's so not corporate because honestly, I think we'd all get fired if this company, so we have a lot of fun with it.

That's a, that's a fun thing about directing him as the CEO and owner. I don't have anyone to report up to about violations in our videos, but it's been a great thing. I mean, what I would say in all seriousness is video is you got to think way bigger than just listings. Video is our agent. It's it's our staff team.

It's our, it's our listings. It's our buyers. It's teaching people. What goes on behind the deal it's culture. I mean, the great part is now two years into it. We are infusing it into almost every single one of our platforms. We train with it. We do our new agent training through it. We're actually rolling out our next office and we are building out a whole high-tech green room just to get more.

In-depth. You touched on something interesting there. And you just kind of, I don't know if you breezed over it, but you said like recruiting and using it as part of that, maybe recruiting model. So that kind of brings me to a question of like, how has that, I mean, how has the brokerage kind of shifted?

Cause that's you have video baked into it now, correct. Like video. I mean, that is something that is not like you're, that's not a suggestion to agents. That's something that says when your listings you should use, use, use our in-house guy use Mika because. Just as much a part of this transaction now, as you know, someone 10 years ago was saying like, you have to use your phone or, you know, shoot your own photos.

So how has that, I mean, how has that brokerage model, or I guess, how has your business kind of changing and adapting, you know, after last year, like you said, you spun on your heels. You were, you were very agile, your, your ability to be nimble I think is very helpful. So how has that kind of like changing this business?

Well, I also had a little bit of luck. I mean, the fact that I'd hired him right before was just serendipitous. I think what it is is you have to be willing to challenge yourself and your agents and your team to try something totally different. Especially one, like video was very uncomfortable for a lot of people.

They were like, I am not getting on film. I'm just not doing it. So what we were able to do then is just do voiceovers or snips, but everyone started

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תוכן מסופק על ידי TRIBUS. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי TRIBUS או שותף פלטפורמת הפודקאסט שלו. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.

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TRANSCRIPT:

Hi everyone. And welcome to another episode of brokerage insider. This is the podcast where we interview the leaders in real estate and real estate technology. My name is Britt Chester, and I'm the host of today's episode. I'm also the director of client success here at Tribus. We're one of the largest independent prop tech companies in real estate and provider of custom brokerage technology to small, medium, and large brokerages all over.

And today on the show, we're going to be talking with red Oak Realty, CEO and owner, Vanessa Bergmark. But that's a thanks for joining us. Thanks for having me. That's I'm really excited to jump right into this. I know you and I have worked a little bit together in the. Today, we actually get to kind of talk about where we are in the industry where red Oak is positioned in a lot of other exciting things.

I think the first thing I kind of want to talk about is Inman connect, where you and I also just kind of met in person for the first time. I love to hear kind of your thoughts on the conference and as we're returning to conferences, kind of what that's like. So if you wouldn't mind let's, let's start with the panels you were on, what you talked about and kind of your thoughts around.

Well, I think it's funny that we've worked with each other probably for about two years. And I spoke to you quite often in your former position and had never met with you in person. And I think that's the great part about it. And then connect is the, the meeting people in real life, right? So we know them in the social and digital media world.

We've known them, you know, you were in Colorado and we were working on projects and PR together, but I never really met you in person. The relationship is it goes up a notch and the network goes up a notch when you actually have that human interaction. So that's something that I've always gotten from connect.

I've been there going there for probably, oh God, I think it's gotta be at least 12 years and at least 10 years of, of doing panels and, and, you know, being on stage and being in those conferences and, and, and engaging with the audience and coming up with content. So do I think it's going to stay the same?

Well, interestingly enough, I thought the format I've been to a couple of conferences since. I guess the pandemics are technically over, but since we, you know, got out of lockdown and I think what's interesting is they feel very much the same. You know, we're wearing masks, we've got some social distancing and some weird plexiglass and things like that.

But on a whole, I don't think the content has changed too much. And I don't think. The, the values that you're taking away from the conferences has really changed. So I have, I was actually surprised to see that it was very much the same as it had been pre pandemic. I think the bigger question is how will they change moving forward?

To me, the content at, at all of these events has been somewhat secondary to the relationships that are formed. You know, after the content has been shared and spread and, you know, th th the dinners or the grabbing drinks, or the meeting up in the hallway, all those things are really aware of the. Is built.

And I think that in my own career and within my own brokerage, I can say so many of my very strong relationships have come from the halls of those conferences in connecting. How do you think the content could change? One of the things, and one of the things I really had as a takeaway was we kind of have an opportunity to maybe explore new ground within the content.

And so you know, in the past, you know, everything has been focused on real estate and it's been focused in marketing. And I think the keynote speakers are all. That's sometimes Inman does a really good job of like pulling in these keynote speakers that are either residual or kind of ancillary to the industry, but can speak to real estate.

And so I wonder how we can start to integrate like new content ideas where you kind of bouncing around any ideas. Did anything kind of, what did you think about in, in how we can change that content? And I'm not just speaking just to him and I'm thinking just to, to events moving forward how we could change that and maybe how it can make it more engaging and make it a more exciting for attending.

Well, you know, I've always felt that the w there's not a deep enough dive, so you can very, like, surfacely touch on some concepts, but then they never really get to go where it's almost like an episode of Schitt's Creek, right? Like you've got 20 minutes and then you're like, ah, it's over. And I feel like that a lot of times with these conference, they try to pack a lot in, so I think that they're hitting.

All these paradigms of conversation and to attract more people to come, but they don't, in my opinion, really, they don't go deep enough. So I don't feel like I've sometimes walk away with this like brand new idea or got involved in a really good debate. Kind of, you know, got that innovation spring and had those, had the thread of that content pull out into the night.

And I think I would love to see that moving forward. I also think those, you know, those big stages and these huge auditoriums there's that personal connection is only. Is lacking as it is on zoom. And I would love to see content frankly, the way, you know, Matt Beall did it years ago. I don't know if he ever went to Hawaii life's conferences, but they were very intimate.

They were small, they were breakout groups and they went deeper and they brought outside concepts in that were not just real estate related, but they were infused into a real estate industry talk. So, you know, I don't know if that's concrete enough, but I think. I think going really, really deep, doing more workshops at conferences would be something that I think people would really get more out of.

And then folks that are there getting and sharing would, would get more giving out. But again, I've never ran a conference and I don't know how, how that all works to make that happen. So there might be something in the P and L that makes that super inefficient and some logistics there. I remember a few years ago at Inman, they had this data scientists, scientists, a guy named Ben Wellington, and he ran a blog called I quantum New York.

And I remember him talking about open data in New York and the ability to download these troves of data sets that were, you know, from. The cost that parking meters make for a city to where it's like illegal to park in front of garage is like all this random datasets. And it had nothing to do with real estate, but he did this presentation on, you know, what it does, Starbucks and the proximity to a Starbucks.

Affect real estate value. And like I just thought that was this really abstract idea. And I thought that was one of the more valuable takeaways I've ever had from an intimate event, because it was so outside of the box, it had nothing to do with median sale price or list price or, or marketing. It was really just about taking data that is seemingly unrelated to real estate and applying it to that.

And I thought that was a really creative way to connect two seemingly in connectable ideas. And see that's I, that right there is a perfect example of taking that and not making it a 20 minute talk, but then having a breakout session or then taking those, just taking that person and then maybe the next.

You know, the next panelist or the next person that's speaking, put them with that and put these people on debating with each other and just pulling away threads of ideas that you can bring back to your own, your own networks or your own brokerage or your own teams is, is kinda huge. So I would love to see it get I would love to see these become more intimate, even if the price was high.

Then having more people, a lower price and less takeaways, I'd rather be deeper, you know, way deeper dive, probably more expensive and a lot more intimate. And I think you'll take, take, take more from it. In my opinion, it could also just be the stage I'm at in my career where you're like, you know, you want, you want that golden nugget.

Yeah, I mean, and you want to be wild and, and I think, you know, I don't know, you know, I'm not going to speak for everybody. I certainly can't. But I would say like, you know, coming back to conferences now and coming back to events, there is that sense of excitement where it's like, I'm so happy to be seeing people.

I'm seeing some people that I've never met in person. I'm seeing people that I've only talked to on zoom. I've seen people that haven't seen in a couple of years, and that is a lot like that is, you know, You know, almost an overstimulation of, of human contact that I've been yearning for. But now I also want it from those sessions as well.

Like I want the, the knowledge, I want the information that's not being shared with me via video. And that. Yeah. Well, I think one of the things that connect does do that I've never seen at any conference nail at the way they do is really build that community. I mean, they have one, it feels like summer camp every, every summer, when you go back every, you know you know, January in New York, it feels like you are reconnecting.

With, you know, some of the industry's best. So I think there's a real opportunity because the people in the players are there. It's just, how do you weave out that really, really, really there's really good stories that changes the way the industry works when they go home from those events. If you were going to give anyone a tip, right.

Going to a conference and we'll, we're using him in as an example, but I think it's kind of any conference right now, or any event, what would be your, your kind of tips and insights as to how to build those relationships, how to even start those conversations with people that perhaps you've never even met before, or you've only read about them?

Cause I think there might be even a little bit of an intimidation factor in, you know, That person is constantly being interviewed or, you know, they're in the press. I follow them on LinkedIn. I mean, how do you even just create that conversation? Is it a matter of walking up and saying, hi, should you, should you reach out beforehand and try and touch base?

What would you kind of advise, you know, kind of newbies to. Yeah. I mean, I guess I would, I would S you know, research and if you're, if you're reading and following things and you, and you'd like what that person has to say. Yeah. I think if you know, they're going to be at that conference, it really behooves you to reach out and try to make some time to see them, or to spend any amount of time with that person, if they're speaking there.

And I think, you know, in the past, if that's ever happened where someone said, Hey, Kevin, can I meet up with you? The best thing to say is. Y you want to meet up with them something specific because otherwise it's just a, Hey, do you want to grab coffee? And I don't, I don't necessarily know if that's going to propel a person that may be getting several invitations or is on a tight schedule or is going there for their own connections and their own, you know, meetups to To take you up on that coffee or that glass of wine.

So it's really like, here's, here's what I've been doing. Here's what I'm thinking. I've been reading your stuff, referenced that stuff, and then here's why I would like to talk with you. And then you give that person that kind of the benefit of the doubt if they're not up for it, but you have a much better chance of converting them.

If you give them a specific, like I'd like to meet with you, because this is what I like to take away from a meeting with you. And a lot of people want, we know they want to be able to provide. Resources, these people that are getting up on stage or an up there, just because they don't have anything to say or give, they, they're usually people that want to give back and.

And get a lot from sharing information and sharing what they've learned with others, and then seeing others take their, take those ideas and innovate with them. So most people would be open to it, but I think this being as specific as possible for those meetups, and then of course, trying to grab them and book it ahead of time, as opposed to grabbing their arm and saying, are you free right now?

Because 9, 9, 7 of those folks are booked up solid when they go to these conferences. Yeah. And I think they got there also. You know, they were networking. They were once the person at the event trying to meet people and then they kind of worked their way up and now everyone wants to meet them. So w whereas I would love to sit here and talk about the conferences all day, too, though.

I want to kind of bring it back to red out. And one of the things, you know, I think I just read that press release. We were kind of talking about it before. Talking about this in-house video production, and I'm a little bit familiar with this with Mika Dustin's work. But talk to me a little bit about how red Oak and maybe this was an insight you got from a conference years ago.

Like, you know, maybe it was an idea that you had gotten, but talk to me about this in-house video production and how red Oaks really kind of like changing media and marketing materials, both for the agents and the consumers. Yeah, we, well, first of all, say I give all my video influence to my friend, Raj Casar with the boutique down in Southern California.

He was getting on me for video probably 10 years before I started doing video. So he was. So far ahead of his time, when he's talking about video, it's like, what do you mean this internet thing? So he got to do video and he hired these huge production teams. I brought in Mika, who I'd known for years.

We'd worked together about 22 years ago. And I brought him in, he had done beautiful work. He was an incredible cinematographer. It wasn't like your typical. Real estate video, you know, kind of grown and just kind of going in. And he, what he was, was a storyteller and he infused story into everything he did.

And, and when we brought him on, we were, we brought him on for several reasons. But part of it was because of his ability to tell a story through the lens of his camera. And and it was, you know, it was, I think it was a risky thing for a real estate company to be like, yeah, we're going to bring it.

Frankly, not a videographer, but like almost like a cinematographer director into our staff. You know, it's super artsy and, and really like a totally different approach. We lucked out because I hired him literally. Six weeks before we got locked up in the pandemic role, totally pivoted into, we got him, you know, once we became essential, he was able to get into the homes and create these stories for the listings that we couldn't really get people in without it being super complex.

We won't go into that. Everyone knows how difficult it was. Those first six months, I was able to just go out there and shoot stories of all of our listings. And we were a brokerage that really spun on its heels. And we just made that available for, for everything to our agents. And at that time we did it all free of charge.

It was just like, get our product out, get our consumers, get our sellers. Homes in front of buyers. And and then we got really good at it. You know, we just, we had a lot of fun with it. It was, it was, it was at a time where everything was so forgiving that we were able to take risks that probably wouldn't have taken, have we not been smack in the middle of the pandemic, but we were like, whatever, what are we going to lose?

We're going to be dead next week. Go big on the video. So yeah, we just had. He came in and did that. And now it's evolved into, you know, how do we share the brand with, you know, potential recruits? How do we share the brand with other businesses? How do we share the brand with consumers? How do we, how do we introduce our agents?

Not just our listings to consumers and it just, you know, we have a, I mean, the guy. Booked solid. He also does a lot of us, like for culture. We have our company kickoff and every year he does a really incredible company culture video. That's always a surprise. We just came up with the concept the other night and and we we'll share that here.

I'm not sharing it. Won't look an idea, but but you know, he's, he's just super creative and there's things that he can do. Like, it's kind of like having Quentin Tarantino on your staff and I he's just he's. And he comes up with great ideas and and he was like, I can't do it. I can't do it. And then he pushes himself and he comes out with this great product.

But what's interesting about even what he does is for our kickoff is it really kind of brings the tribe of right out together. It reminded infuses humor in infusing. Legacy stories and futuristic stories and brings all the characters and individuality of our agents out. And I kind of reminds you of like, why you, why you're with this team and why you, what your values are as a company and it's, and it's so not corporate because honestly, I think we'd all get fired if this company, so we have a lot of fun with it.

That's a, that's a fun thing about directing him as the CEO and owner. I don't have anyone to report up to about violations in our videos, but it's been a great thing. I mean, what I would say in all seriousness is video is you got to think way bigger than just listings. Video is our agent. It's it's our staff team.

It's our, it's our listings. It's our buyers. It's teaching people. What goes on behind the deal it's culture. I mean, the great part is now two years into it. We are infusing it into almost every single one of our platforms. We train with it. We do our new agent training through it. We're actually rolling out our next office and we are building out a whole high-tech green room just to get more.

In-depth. You touched on something interesting there. And you just kind of, I don't know if you breezed over it, but you said like recruiting and using it as part of that, maybe recruiting model. So that kind of brings me to a question of like, how has that, I mean, how has the brokerage kind of shifted?

Cause that's you have video baked into it now, correct. Like video. I mean, that is something that is not like you're, that's not a suggestion to agents. That's something that says when your listings you should use, use, use our in-house guy use Mika because. Just as much a part of this transaction now, as you know, someone 10 years ago was saying like, you have to use your phone or, you know, shoot your own photos.

So how has that, I mean, how has that brokerage model, or I guess, how has your business kind of changing and adapting, you know, after last year, like you said, you spun on your heels. You were, you were very agile, your, your ability to be nimble I think is very helpful. So how has that kind of like changing this business?

Well, I also had a little bit of luck. I mean, the fact that I'd hired him right before was just serendipitous. I think what it is is you have to be willing to challenge yourself and your agents and your team to try something totally different. Especially one, like video was very uncomfortable for a lot of people.

They were like, I am not getting on film. I'm just not doing it. So what we were able to do then is just do voiceovers or snips, but everyone started

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