Good morning from Miami. I hope everybody's doing phenomenal and welcome back to another SLJ meetup Today, we're gonna have a beautiful conversation with You get Harrell or known as Yogi He's a luxury real estate broker in Tel Aviv Israel And he's gonna be talking about the latest trends in the market What are some of the incredible things that are going on in the industry and how to leverage your product and services to the newest technology? How are you hello where's my clap where's my clap? Is he okay?
Super good. Oh, he's looking at my friend. I like that. I mean, you we have the same mentality You know, we have the same mentality.
We have to keep it like that. So how's everything going on in Tel Aviv? Actually, it was a beautiful sunny day People are starting to feel a little bit more free maybe a little bit too soon because we are almost 35 or maybe 40% Vaccinated for COVID, but yeah, I think the beaches are gonna be Full in the weekend and hopefully in summer everybody can come visit me or I can come Oh my god for sure. I can't wait.
I need to do that. You can't believe I haven't been in Israel yet I have to go and visit you New Wales 2021 will definitely come and be my guest absolutely. We'll make it happen. Yeah, I take your word to that one So I heard it's beautiful and also the real estate is phenomenal, right?
Like what's going on right now there? Yeah, you know the the stories with real estate in Israel. It's quite special because We are actually one small country and and the clients are from all over the world because a lot of people that don't live in Israel Have a soft spot for Israel. So sometimes they buy vacation homes.
Sometimes they buy just out of ideology And it's a very different market really people from all over the world are buying in Israel and obviously is ready So the luxury market is very interesting. You will never know who will be your client You will never know do you have a percentage of the type of buyers that you work with? For me, I guess maybe 40% now is foreign and 60% local because my original business started with a lot of referrals and a lot of Families and friends that I met along the way and they trust me. So I'm one of the only brokers that Is doing old money versus new money about 50 50 that's that's something very special because I have a lot of buyers That are old money and the new money the new tech money is just starting to buy luxury in Israel Obviously they have the money, but it's not like in a layo in Miami everybody that did a couple of million goals and buy a Super luxury Different but but it will come I feel it's coming I see you very active right now on Clubhouse and some other platforms Which I'm very excited to to share that with you because tell me a little bit How is it that you throughout all these years, you know the traditional real estate is now changing more toward digital?
I took a chance at the beginning of my career and I went only with social media I don't have a website just a small book in my business thing I started with Facebook and then when Instagram sorry sorry to the car and then when Instagram changed and became more more of a working tool than just somebody that took pictures of sunset and then Instagram So I'm focusing all my marketing a hundred percent of my marketing only on social media But I want to ask you how did you start with building such a very big profiles on Instagram and social media? What happened because the app's or what's going on? The app's hell but No, the truth is that you want to work and collaborate with people that already have made it on the social space So you want to work with influencers all the rocks repressed and then you start utilizing other people's beaches It is and then obviously consistency you cannot just post one time and that's it. I was actually with Margaret yesterday You know her very cool girl.
See that's a machine And she's super smart when it comes to the creative content And we were talking about TikTok because TikTok is another platform that you know when it really started It was giving opportunities for a lot of people to go viral with whatever content they were placing However some like you and I tried a little bit because I saw your TikTok too and never took off right? Who likes I have to say like Yogi I'll go after this and I like it. Okay, so you have like three likes Yeah, let's do it. No, but honestly, I'll tell you this she was telling me Well, you need to post three times a day like oh my god Who has time to post three times a day with TikTok?
So it's about using your technology and post it immediately don't overthink too much You know and then start tweaking it around we always hear your phone with us a lot of people ask us Especially in the rooms at your with us in clubhouse. What's the right tool to use and the best answer is whatever makes you comfortable? So I think that right now when you look into into real estate Everybody's also trying to get very knowledgeable with this technology I think we are one of the besides the fashion TV. Whatever.
We're one of the largest industries to really get deep into technology Absolutely, but I'm gonna go a little bit, you know, I don't want to kill the I don't want to be a buzzkill But I think that for people that are watching the show and a lot of people that are asking us on social estate and clubhouse on our Room and you cannot do it with only social media I mean you can get you can get exposure and you can obviously get nice photos from websites and post them and maybe if you look good And you know, yeah pictures on the beach that will help to grow audience But at the end of the day, you know, I think I'm a good driver. I'm sure you're a good driver I don't think we can drive a formula one car, right? Because it's something different we can try Yeah, but yeah, so also baby steps in whenever you want to choose a special in the United States You need to start from the bottom. You need to learn for the first five six years I always say that it takes ten years to be to be good in something so work on your social media But work on yourself learn study podcast, clubhouse books courses Finemento that can mentor you if you want to go to to real estate.
It's not just Instagram forget about it one plus That's true. You're right on that. I need to know about the connections that you build along the way I believe that social media besides the exposure that you can bring to the world It's more about the connections that you can build, you know, because the moment that you start making the right connections your career It's gonna take an amazing, you know, pick on it. So it's like your network is your network So I think that right now clubhouse is a perfect example.
You have a really small reach to amazing people It's amazing. I don't think I ever I was ever exposed to such a meteoric skyrocketing thing that from two months in everybody's mouth and obviously it's not me It's probably Elon Musk and Mark Zuckerberg and all the big names that came in But I really feel there's something different in there and I really appreciate everybody that we speak to everybody that speaks to us Everybody that sits and listens sometimes I see people sitting the audience and listen for five hours How amazing is that that somebody has the time to come and listen and get some tips for you? For example, that's so humble. That's something that I really cherish That's true.
And I think that it's only the beginning. Let's see where this will all lead But you know, I wanted to also ask you were mentioning about books podcast mentors What has been something that has inspired you throughout your career? First of all at the beginning. I was so lucky 12 years ago to I was selling a project that was six months before finish in Tel Aviv a very nice tower It wasn't super luxury.
It was a $1 million apartment. It was very decent and the owners of that company kind of connected with me They are moguls. They are the largest commercial real private real estate company in Israel and We obviously had good communication and and and since that we I call them my mentors and I call myself their kid there are three other gentlemen They're amazing and the things I learned from them and the amount of trust they gave me was taking care of their properties with the sons and daughters and every friend They have they are referring to me. This is an amazing hub and everybody needs a mentor Everybody needs somebody that will be his coach that will tell him what will give him some advice I mean you can wing it and you can go big and you can be very successful But this will take longer if you don't have somebody that will give you the ropes and and teach you teach you how to deal with Such delicate transaction at the end of the day real estate is not just videos and photos It's something much more deeper and we're dealing with the place where people are growing their kids and the place where people are having fun and the place where people are fighting and It's so emotional and all those things you really need to have somebody that will mentor you.
I strongly suggest that I agree with you and that's very well said. I think that it's like a time machine You know when you have a mentor or you're really boss. It's like you're advancing in time but without getting older So it's a great way to accelerate. No, I get I get I get oh, oh, I see You look good man.
By the way, I look forward to either seeing you hear Miami or in Israel But we have to make this definitely this time it's gonna happen. Definitely this time it's gonna happen and I We need to do a deal together Make it happen Just so we can spend the money. Okay, then we celebrate a little bit there you go. I like that So, hey before I forget because I always ask this question and I really want to hear this from you You know you work with one of the top properties in Israel You're always surrounded by luxury, but what is really luxury to you?
For me luxury is first of all location because you can build a very nice house in a very bad place and You know in the history everybody that build a very nice house in a very bad place when he needs to sell it He doesn't understand why he doesn't get the pricing ones and and especially Especially in markets like like Miami or Los Angeles or or New York City or Israel location is everything you can buy the same piece of land within distance of a Quarter of a mile and half a price the ins and outs of which address which number is so important Um, but if you're asking about how should a luxury house look? I really think it needs to be the reflection of the people and why they decide what they really want in a house And they will go all the way. This is luxury. It's not just that and we I don't need a navigator in the basement to feel that I have a luxury That's right.
That's right there. That's the only my friends. Uh-huh. Make sure to work in and another thing is that I really think that 90% of the best interior designers are women because guys don't care how the house works in They're most like majority though.
You're right. Yeah. Yeah, yeah Yeah, and and and There are things in houses that only people like you can understand like when you walk into a house and you look straight and there's something happening in the window And you look left and there's something different happening in the window focal points and small nuances that a lot of architects that are you know They have 50 followers on Instagram and they're building a lot, but they don't really know those things about this so Yeah, so we really History of architecture and really need to know what are the trends if you want to dive in and to go to the luxury because it's amazing Amazing for me. Sorry.
I have construction next door. So it's a bit noisy. I'm so good. Oh good.
Oh, we can hear you phenomenal I'm great points. I mean, I love it. So I know you have also a busy schedule and I look forward We're gonna be connecting a clubhouse later on to continue the conversation absolutely sad. I said they are I added you to the social State room.
So I'm looking forward to having it looking forward to a jokey. Thank you so much. Everybody please follow him I'm gonna put all the information on the comments Yogi's a man the legend anything you need in Israel. Please reach out to him any last words You want to share?
Yeah, I love you brother I think that we met through social media and we have very good conversations and this you know, I'm half Spanish So there's probably something in with our hearts that is speaking Yeah, and I'm really looking forward to come and have fun with you guys in Miami. Oh you guys will come here We're definitely gonna do it 2021. Let's do it. Let's make it happen.
Joggy. Thank you so much. Thank you. Thank you I appreciate it.
I thank you guys for tuning in. Bye And thanks again for everybody tuning in today. We hope you enjoyed it And remember embrace it's beautiful success in life. My name is Alvaro and I'll see you next time