Good morning, happy Monday, welcome back to another SLG meetup. Now, in such a difficult and competitive space in luxury, regardless of the industry, you're always struggling to get yourself stand out from the crowd, from the competition. Now, there is something that is really important to understand, and that's personal branding. So today we're going to have PR and social media expert JJ.
He's the founder of Ace of Spades Agency to tell us all about it, you know, what it takes to really take yourself ahead of the game and why it's so important to build not just your business brand, but also your personal brand. Here he is, the man himself. Come on, let's go. I'm so loud.
I'm the loudest in this office. That's right. We just go live like this. What's up, what's up, everyone?
We're here. Look at this. Look at this. Let's look at this.
Let's look at how super luxury this is this morning. Look at this gorgeous. You in Miami, baby. Miami, baby.
You're right. Talk to me. Let's roll. Well, thank you for joining this morning.
I mean, I know this has been a short notice, but I think that it's very important that we talk about the importance of personal branding. I was making a quick introduction about yourself. You are a PR social media expert, and you've been helping multiple individuals to get themselves to the next level. And I think that a lot of people nowadays focus too much on building their business brand and they forget about themselves.
So tell us a little bit about JJ, who you are, and really the ace of space agency. Well, first let me just say, I think the beard boys are here. I think it's all about the beard. I think the person brand is the beard game.
So look at a nutshell, my name is Jay. I'm from Australia. I live in Miami and I help people amplify their message, Elbeira, in the media, through the press, through podcasting, through verification, and the more attention that you have on you, the more people will want to work with you. One of the best ways to do that is grow your personal brand.
Are there how many times have you made a decision not based on the service, but based on the person? So many times. How many realtors are there in Miami? How many realtors are there in the world?
You're not just working with this guy. A lot of guys could sell your house, but you're working with this person because you connect with him. Or even with the biggest companies now, think of the biggest company in the world, Amazon, right? People want to know what Jeff Bezos does every day.
Why do we care? We care because we care about the man behind the brand, right? We want to know what he's believed in. We want to know what he does because we are emotionally connected.
And the personal brand isn't just what you see, it's what you feel, it's what you taste, it's what you hear. It's all of the senses. And I think that it's very important to have somebody that can help you articulate it because how many people have you met throughout all these years to have a beautiful story? And nobody knows about it.
Yeah, people, people like, you know, when you meet someone, you're like, oh my gosh, this whole time, I never knew you could do this. Then you ask them and they're like, well, I never thought no one would care. I said, hey, that's not your place to tell that. There are so many people that want to know you and learn about you, but they don't hear from you.
So telling the world, you know, who you are, how they're what you do, how you help people, and you have to constantly be hammering them every day. People that win at the ones that constantly keep getting the attention, keep showing how they can help you. Oh, real estate. I like this guy, Overro.
He does lives. He's showing his lifestyle. He's traveling. He seems like a really nice guy that had met him.
You know, this is what people thinking on mine. He's cool. He's handsome. Like whatever you go to do to attract them, but you go to show up and this is the power of your personal brand.
But what's the first step? Because a lot of people are there, especially now listening. They're going to be like, okay, amazing. But how do I get started?
How do I take myself into that path to develop my personal brand? I think the first step is not trying to meet you all there or not trying to meet. I think sometimes people go, well, I'm not good on camera, you know, I don't do videos. I'm not handsome Italian man like Overro or a handsome Australian guy, right?
But you have to remember the first step you can do it is start by using video because it's why it's free. Two, it takes, it's very easy to do. And literally you put the camera up like this and you say, hey, my name is Jay. I'm from Australia.
I live in Miami and I help people get into press, blow up their social media. The idea is that the first step is by actually telling people through video because it's best thing to do. It comes, people can feel your authenticity. You can connect with them and it's free and it's easy to do.
Look, it's the thing that everybody has access to immediately. Because getting out of that, I guess, comfort zone is so difficult for many, not to take that first step of fear. How do you handle fear? Because a lot of people have that fear of rejection or not being liked.
We live in a society where everything now is based on likes, engagements and people feel afraid like, oh, if I put myself out there, maybe people are going to come at me, you know, very heavy. So how do people get away from that fear? Well, you know, the fear is just false evidence appear in real. You know, it's what stops us is.
What will people think of me? You know, people will judge me. Yeah, I'll very people already judging. You know, they already judge me, they already judge you.
And that's not something that you can practice. The only way to start is sometimes put them in, tell people, hey, press the button, start talking, put it online and you'll see what happens. And you know, the funny thing is I work with a lot of big CEOs, a lot of people that are very powerful, but they're very scared to do video, right? They're very successful in sales and marketing and they go to one thing, but the video, they freak out.
And the moment that I show them and it's okay to press the button and press go, and they realize what all these people say great things, that validation is very powerful, right? And they realize, wow, this whole time I was scared for nothing. A lot of people, you know, they always start doing a video and they're like, I don't like how it sounds or how it looks. And then they keep doing it.
And one thing that we both learned in that conference, in the 10x conference from Mike Rose, is that social media and videos is no different than real life. It's always your first impression. So just do it once. Yeah.
Yeah. And you know, like there's no secret on doing this. You just have to do it. And then once you do it, as I said, you know, I wasn't even as bad as I thought it was going to be, you know, look, this is what I do.
I told people, put the camera here, stand up, right? Pretend like you're speaking and just press the button and then start talking, right? And then you can start to practice how to communicate, how to speak, because if you can learn how to speak and effectively communicate, bro, you could, you can go anywhere. You could speak to people.
You could, my gosh, you can do that. So important. How important it is public speaking. So what would be a recommendation or something that anybody can do to improve?
Because obviously you know how to articulate the words. You kind of communicate the message in a way that it comes through my head. Like, so when I hear people that don't have the confidence talking, sometimes I just tune out, you have that authority when you speak. People listen to you.
How can somebody that is not good at speaking in public, even in a video because you're putting the message out there, how you do that message? Well, you know, how did you become good at real estate? By doing good. By doing, by learning.
Yeah. Yeah. People say, you know, confidence, you don't born with confidence. You get confidence in your experience.
Look at something in your life that you're good at and ask yourself, how do they become good at that? I've probably practiced it a few times. But the one thing that I don't want you to feel is block yourself. Well, that's not me.
You know, I've heard back now, what is, that's not me is such a, it's a fear based thing. You know what is you, you, you can share now. You don't have to be me, like I used to be a TV host and entertain as different. Now everyone can be a brand.
Everyone has the chance to get people to like them by showing who they are, you know, by sharing with them what they care about, what they feel, what they're like, show their lifestyle. And it's another touch point with clients. You know, now you don't have to say, hey, this is what I do every day. You can put a video out, put a photo out, show your lifestyle.
Like I've already very good at that. You show your lifestyle, traveling around the world, right? Showing what you like. How many people do you think maybe had done a business deal with you because they've seen that and they were attracted and they got to know you?
Would you say probably at least you made some money for yourself? Yeah, I know a few. I think that you have a really valid point. People do business with people they like.
They want to know who you are, not just the business itself. No, that's not really true. And look, we've been talking that for a few weeks already. There's so many people out there that have such a beautiful message and a story, but it's difficult to articulate.
Now, when it comes to your business as well, because let's not forget that personal branding is incredible to leverage what you're building, but obviously you're having your business as well that is the engine, right? That keeps it moving. Now with your business, so we discuss the concept of celebrities and your product, your brand. So in our industry, right, real estate, but besides real estate, anything related to luxury, how important it is nowadays to celebrities, the product to get it out there, to make it famous, to make it exposed so that all the eyeballs are on you.
Well, attention is the new currency, the more eyeballs you have, the more people know you, the more people can trust you, the more people can do business with you. Look at Kim Kardashian, right? Is she the best talented? No.
Is she the most attractive? No, she's attractive, but she's not. I'm sure there are more beautiful women than her, but she's the one that has the most eyeballs every day. That's why everyone gives her money, everyone gives her opportunity, she has influence.
You know, the celebrity, you're brand becoming famous is not a bad thing. You want to be famous, right? You just don't want to let it control you, right? You want attention.
You want people talking about you. You know, the people that win, have you ever met someone out there and you looked at them like, this guy's terrible. He's not good at what he does. He's he's not a good speaker.
He's not a good realtor. He's not even he tells terrible, terrible houses, but you know what, he's everywhere. It's not the best product. It's not the best website.
It's not the best looking person. It's the person that is seen constantly. I agree. That's the one.
We have celebrity, this celebrity doesn't have a word. So important. And you and I met through Gran Cardone in one of his conferences, and he is obviously somebody that reflects right there, you know, how to communicate the message regardless of what other people say you might get a lot of criticism. But as long as you're getting the attention, then you can leverage them to do whatever you want, you know, your position in yourself.
But anyways, I think those are great tips. I just wanted to make it short and sweet, but also to make sure that everybody that is listening to this right now or that will tune in later to watch this that understands the importance of personal branding because he has helped me personally. He has helped many of the other people you've worked with. And I believe that it's only going to get more and more important.
So is there any last takeaways of anybody listening like what to do? Well, last day, I was giving you a call. Yeah, yeah. Look, if you want some attention to your brand today, you call me you DM me, you know, DM me the word media, N-E-D-I-A, or just DM me and I'll help you out.
But look at the end of the day, guys, it doesn't matter whether you're just getting started in the game or you've been in the game for 20 or 30 years, you have $1 in your bank account or a billion dollars in your bank account. People want to get to know you, right? And I will guarantee this if someone's making a decision to work with someone and they Google you and they see, I'll verify all these videos, what he does, what he means, right? They can connect with you and the next guy has a video.
Of course, they have one video. It's not going to work. They want to connect with you. So building your customer isn't just going to make yourself look cool.
It's going to be able to connect with people all over the world. And I don't know if you're like me, we love travelling. We love being global. This baby right now is not just seen in Miami, bro.
It's seen everywhere. So we can kill it and you can meet so many interests, so to some people. So, I mean, this is fantastic. I agree with you.
I think you're a fantastic person, very knowledgeable when it comes to PR and social media. Now, I always ask this question and of course I want to wrap it up with it. Like, what is really luxury to you? Luxury, for me, is not just what you wear or what you see, but it's how you feel.
I can feel luxury in a black polo and a nice beaniek and I still feel luxury. It's not just the outside of the inside. I feel good. I love it.
And when I feel good and when energy comes out, people can sense it and energy, it trumps everything. Totally. Keep that energy, man. I mean, you're fantastic.
I'm a big fan. So let's keep going. And I'm sure that we'll be doing some great things together. A little bit luxury on a Monday.
Yeah. Ah, you feel it like it's really everyday. I love it. Of course.
No, but thank you. So if everybody wants to reach out to go directly to your Instagram, DMU, you just wave. Yeah. Yeah, hit me up.
Look guys, once again, like, use me, use our barrow. Like, we're not hard to get a hold of, right? We just take a couple of messages, show that you're serious and we will help you too. This is not great about personal branding.
You can get to know people and we're here to help. So reach out to our very following, subscribe. If you haven't really saved, talk to him. If you want to be seen and blow up your brand, talk to me.
All right, JJ. Thank you so much. Hey, we'll see each other soon. Okay.
Okay. Ciao, ciao. See you. Thank you everybody.
And thanks again for everybody tuning in today. We hope you enjoyed it. I remember embracing beautiful success in life. My name is Alvaro and I'll see you next time.