Ladies and gentlemen, welcome back to another S&J Meetup. My name is Alvaro and today I'm very excited because we're going to talk about what it takes to take your business to the next level through digital marketing. We have the one and only Rafa Angarita. He's the director of digital marketing for the company, Sir Hunt, which is one of the most disruptive real estate brokerage in the country.
So very excited about having him here today and tell us all about it. Let's see if we can get to him in. There he is. Oh, what's going on?
Now it's working, right? You hear me? Everything, man. How you doing?
Good to see you. I like the hair all the time. A little bit, a little bit. We're here in the office.
Camera, man. So how are you doing? You're in the West Coast right now, right? Yeah, I'm in LA.
So is that really beautiful weather? You're normally in Miami. No Miami. My name is my name is Coli.
My name is Coli. So I have to come over here. That's not a bad location. I'm originally from Miami.
I grew up in Miami when I was in New York City. So I'm here with the neighborhood in Miami. Come on, man. You need to come and see us.
I have to. When are you going to expand, Sir Hunt to Miami? Oh, man. I am pushing for that.
I keep on asking myself. And I think we'll eventually be in South Florida for sure. So it's a matter of time. There we go.
But you guys are right now in New York in the heart of all the action because New York is finally getting back to its beautiful apogee. So tell us a little bit about yourself because you are the director of the ETA marketing for Sir Hunt. One of the most disruptive real estate brokerages in the country. Yes.
So yeah, I've been with the group for now over here. But I've been in touch with them for quite some time. I've been able to build up some good relationships that led me to work with a certain hand. Ryan and the rest of the team, Kyle brought me on and I got to work on a certain bench or side of the business.
I'm working across the brokers and all things digital marketing, media buying for both the brokerage and all the different ventures that we have under the umbrella. And it's been an exciting ride. And so far, we've built so much and we still have so much more to build. So we're very much excited for what the rest of the year is going to look like and what the next five years, you know, as we expand into the markets, as we really cement ourselves in New York City as the go to brokerage, you know, and all things from the way that we approach media creation to leveraging social and everything that we're doing.
It's an exciting time to be part of this team. Yeah, no, I agree with you. And it's very exciting to have you here with us today because you are obviously one of the key pillars of Sir Hand and the way that you guys have become that dominant force when it comes to commercial and residential real estate. And I love the way that you guys are approaching it through content, through media and you're making it fun.
You're making it exciting. You're making it engaging. So tell us a little bit about where or when this idea of turning real estate towards a more media aspect became the thing and how you guys are continuing in that path. Sure.
It's Ryan's genius, you know, like he's been able to leverage his personality through obviously he has the output of TV, but he brought that in. He has a genius on that end on creating engaging content and really leveraging his personality to break through those bad feelings that the real estate industry had. And we're kind of panneering that way and the way that we creating stories and leveraging the power of social media. So many people are spending time on social media that creating those type of relationships and connections to people through content, whether it's a YouTube or an Instagram LinkedIn, any platform that people are spending time on.
We try to really establish ourselves on those platforms and develop a brand, continue developing a brand really because we've been able to build out a lot of momentum through the Sir Hantime brand which then transitioned into Sir Hant. Now we have a brokerage. We've been able to grow excessively both on the certain studio side, which that team has been growing tremendously as well as just across the organization, both on studios as well as on ventures, creating content as an entertainment piece for both YouTube and social. And also on the venture side, we're creating content to educate the real estate community and provide resources and training for real estate professionals all around the world to take their careers further and achieve limited livelihoods.
So on all aspects, you know, content really we're a real estate company, but the foundation of it all. We're very much a media company creating, you know, we're very much creating content for all platforms and continue building a brand and brand awareness. Where have you seen the highest, I guess, return on investment when it comes to social media? Any platform in particular?
I mean, YouTube has been a great driver of new business and just brand recognition. You know, Ryan and the whole team that is involved with developing the YouTube channel, you know, Adrian Vasquez, creative director of certain studios has been able to really collaborate with Ryan and blown things out of the water when it comes to YouTube content creation, right, with all the different property tours and, you know, COVID kind of hit a little bit of a speed bump for the team because things were so limited, we can really leave the city. And so that things are getting back into motion. You should expect a lot of really, really engaging content to be put out through YouTube and getting back to the cadence that we had prior to pandemic social when it comes to Instagram.
It's another great outlet that has enabled us to, you know, gain the type of followership that puts us as the most popular real estate brand world. And it's all part of that, that omnichannel presence across the entire digital landscape that, you know, we know how to leverage, we continue to push the bar forward and grow that followership to really be able to feed the business and continue growing as we bring a new agent. You know, the brokerage expands into new markets, you know, will continue leveraging the digital space to driving that forward. Amazing.
Now, when showcasing a property or any product in general, but in this case, a property, what's the approach? I mean, obviously what we've seen over the years is the regular video showcasing the property with some of the details, but you guys have also come with the site, I guess, I know, the little shows that you've been putting on YouTube and I find that genius. So tell us a lot about the approach on how to showcase a property differently. Sure.
And I wish agent was here because he's really the brains behind the whole thing, but certain studios, you know, they built frameworks and processes to create content. And I love how he puts it. He talks to me about creating content that is either going to educate, entertain, or inspire our audience. So they try to put togethers on every piece that they create, right?
So through the listed network that they're building out with all the different shows, through the million, bro brokers rented and so forth, they are looking to create, you know, what what HDTV was in the early 2000s, but for the 20th century in YouTube. So really aiming to create content for the millennials and gen Z through YouTube and creating those type of series through the content they're creating on the listed site. Now for property tours, and just for anyone that's watching that doesn't, that's not familiar with listed, they're basically creating entertainment, but really tying it back to real estate. So whether it's the three-minute show, which I was one of the participants early in season one, they take three random people into a property, they get, they allow them to tour the property and then they guess, basically a game show.
They guess what the price, the listing price of the property is. So it makes it fun, it makes it engaging, it keeps people under toe. So it uses the opportunity to showcase the property that we have as an exclusive sale to our audience. So it's really fun to take people into this property and catch their reactions.
And just like that, they do the bro brokers comparing the same price point to different neighborhoods. And all the different ideas that the certain studios team comes up with always ties back into really promoting our real estate properties that we have on our start-head, which is the ultimate goal. It's genius. We have every content to sell more real estate and that's really their primary focus.
And obviously, they continue to push the bar forward and really elevating. It's not just a property tour. It's creating that storyline that puts people, the viewer, in that property, that kind of ignates a little bit of a feeling. They did that with the launch of Quay, one of the new development buildings in Brooklyn recently.
I don't know if you saw the film, they had an F&B drone and they really built up this hype. Amazing. I love it. It's like a movie, it's like a trailer.
Exactly. They're really striving to create that type of content and continue elevating. Every new video they release, we all say, wow, this is the best video you guys have done. This is the best film you guys have done.
And that keeps on happening every new release that they do. No, I love it. And you said something important about those pillars, entertainment, the value, the knowledge. All of that, it's important that when people look into any kind of content, they're finding themselves either acquiring value or being entertained, or any kind of something that makes them want to keep watching.
And that's where I think you guys are genius and creating that engagement. Now, let me ask you this, because I'm very curious about what's been the most viral or successful video campaign that you've launched? Man, that's a great question. But I think from last time I checked, one of the most viewed videos that we have through the YouTube channel, it's something that the guys are supposed to put together.
When they gave, I think it was the $7 million closet tour, or something like that, a mansion in Texas, outrageous property, and that has gone viral for over a year now. So it continues to go viral and we're looking to get new pieces. And we're always looking to beat that one out. But that's probably one of the exciting ones.
But this latest one, for Quay, was a very successful one that even got pressed to cover it as well as the launch of Jolie, another new development here in New York City. I think maybe you caught the video. It was kind of like a French vibe. They incorporated their henthog as well.
Again, they get so creative with these new creations. But one of the things I got pointed out is that that's really the framework of everything we've been able to do. We understand that media is our edge, and we continue to really showcase what our edge is as a brokerage, what Ryan's edge is as a founder and CEO when it comes to media. And we continue to be consistent through our consistent content.
We are always there. And then we leverage that consistency to get pressed involved, get pressed to talk about us, and enable all of our agents and Ryan himself to shout all our wins from the mountain top as well as myself and Kyle and Sidney and the rest of the team. And that's really the certain brand strategy system. You need to identify your core identity and then be consistent with the content that you're putting onto the world that builds out your brand and brand message that you have, and then shout all your wins from the mountain top.
And then you continue that cycle that it's going to enable you to not only build a really strong person of brands, but also be nimble enough to adjust as you climb up and price point as you tap into new markets, as you tap into new type of properties, and put you in a position where you're the go-to person in your market. Well, that's amazing. I was going to ask you, Raffen, what are some takeaways that we can share with the audience, but you just said it right there. I mean, it's greatly summarized.
And I think those are the key points for anybody that is trying to get their business going to have in consideration because right now there's so much competition that definitely does put the effort into media and with the opportunities that we have on social media. It's huge. But I don't know if we missed anything because I know you have also a meeting right now. So I wanted to just wrap it up and to see if there's anything else that we missed that we didn't talk about.
I mean, really high level. I mean, for everyone that's watching and if anyone has any questions about what we're doing, feel free to email me at raffile.serhan.com. I love to connect with agents and professionals all around the world. So I welcome any new relationships and through the SIDLX program.
I don't know if you're aware, but that's basically besides selling resources and offering programs for real estate agents to not only build a brand, but really get ahead of the competition. It's also an extension of the SIRHAN brokerage. When we think about when you send out a deal to Denver, Colorado, and we don't have certain agents that are selling in Denver, Colorado because we're not licensed there yet, we tap into our SIDLX SIRHAN community and start referring deals out to everyone. So part of that entire ecosystem that we're building, and every pillar of SIRHAN, whether it's SIRHAN Ventures, SIRHAN Studio, SIRHAN ID Lab, New Development, everyone has their own goals that trickle up to SIRHAN the brokerage.
So something that's another part of what makes SIRHAN different from any other brokers and how we're approaching the game. Amazing. I love it, Rafa. Well, thank you so much for all the amazing information that you've shared with us today.
Very inspirational, and you guys are killing it in real estate. So I'm very excited to see where SIRHAN is going to keep on growing. And hey, come visit us in Miami. Sure, I'll be done in Miami likely sometime in July.
So I'm going to do that. Amazing. Well, thank you so much. Please everybody.
Follow Rafa. He's a great guy. Full of ideas. Very, very successful in his field.
Well, thank you again for being here today, and we'll talk soon. Appreciate it, Robert. You all meant it out. Thank you everybody.
And thanks again for everybody tuning in today. We hope you enjoyed it. I remember. Embrace it's beautiful success in life.
My name is Alvaro, and I'll see you next time.