Tyler Mount: Unapologetically Authentic in Real Estate
Introduction
At Inman Connect Las Vegas, July 30-Aug. 1, 2024, the noise and misinformation will be banished, all your big questions will be answered, and new business opportunities will be revealed. Join us.
The Struggle to Be Authentic
In real estate marketing, it doesn’t matter how many views a social media post or short-form video earns if the subject being watched isn’t showing us who’s really behind the smartphone. The stream won’t make it past season one.
Tyler Mount, CEO of Henry Street Creative, knows a thing or two about being authentic in a world where it’s hard to be yourself. As a frequent speaker, coach, and consultant, Mount is unapologetically himself and almost uncomfortably comfortable with who he is and what he’s good at — a rare trait in anyone, but one that becomes invaluable when applied to helping people find their brand.
The Authenticity Code
Mount will be at Inman Connect Las Vegas sharing his expertise on all things branding, marketing, and, if we’re lucky, how to be yourself. He might very well be the only Connect speaker who is halfway to an EGOT (Emmy, Grammy, Oscar, Tony), holding three Tony Awards and a Grammy for his theater production work, including the musical "Once on this Island."
The Journey to Real Estate
Mount is also the youngest individual producer to be nominated in all four theater production categories, but his work as a digital strategist is equally impressive, having managed campaigns for President Joe Biden’s presidential election, NBC, IBM, and the Tony Awards themselves.
The Interview
Inman: Choosing marketing and creative work is one thing, but why in real estate? What’s unique about the industry’s needs?
Mount: I’ve always had a love of real estate. I worked in it in college, in Austin with some top agents and was very lucky to be mentored under them. I worked in entertainment and editorial for a while when back in New York, but then, when I wanted to own my own business, it just happened that way.
I leaned back into that love for real estate, working for a prominent developer, then with Ryan Serhant’s office, but I love working with the leaders of our industry because I find a huge disconnect between a real estate agent and their idea of what a business is, and how they treat their own business.
Overcoming Objections
One big hurdle is the transactional nature of real estate. It’s hard to convince agents that marketing is worth it; they only see money going out. How do you handle that objection?
Mount: I always set expectations very clearly. Anyone who wants an ROI on my services in three months gets told that they’re with the wrong company, and that it’s never happening.
Let’s be very clear. Anyone who tells you it’s happening is either lying to you or unethical — both types of people we don’t want to work with. If we’re lucky, we’ll see ROI in the first six months. Building your brand and equity takes a very long time, and once that has been established, that is far from you getting leads from it.
The Power of Authenticity
Why do you think authenticity is so hard for some in the industry?
Mount: We have to think of authenticity not in the way we think real estate agents or brokers or lenders should. ’Should’ is one of the most toxic words in business. Whoever said that real estate agents should wear suits and say ‘yes sir, yes ma’am’ and wear pearl necklaces? It’s just not the case.
Authenticity is not black and white. The real issue is that it’s not a business issue, it’s an interpersonal, mental and psychological issue because from a young age, we are influenced by our friends, our family, and most importantly, society, to be what they all think we should be. As children, we are constantly acting a certain way to avoid ridicule and hostility to fit in. The majority of our adult lives is then spent trying to figure out what is truth and what was put on as a front to protect us.
Favorite Advertising Campaigns
What advertising campaigns or concepts — in any industry — do you like right now?
Mount: We’re moving away from traditional product marketing. We are leaning into user-generated content, into any content that feels like it’s not an advertisement.
Ryan Reynolds has this concept called "fastvertising" and it’s genius because he takes real-life events and builds on them. If something is happening in the Zeitgeist, he can iterate on it with his content team and post on it this evening. That kind of topicality is really important, and it gives the impression that your brand is really smart, and you have a really smart content team.
Vegas, Baby!
Any other plans for Vegas?
Mount: Well, I have this weird infatuation with Vegas. I go every year for my birthday and stay no longer than 48 hours. I don’t want to be there longer, but I am shameless. I always win big. I’m not betting thousands, but hundreds, and like in life, if you want to win big, you have to bet big.
And I love Golden Steer, the best steakhouse on the planet. We always have a great time; that’s the goal. It’s not about winning. It’s about having a good time.
Conclusion
In this interview, Tyler Mount shares his insights on the importance of authenticity in real estate, his journey to the industry, and his approach to marketing and branding. As an expert in his field, Mount highlights the need for real estate agents to be themselves and not try to fit into someone else’s mold. By being authentic, agents can build strong relationships with their clients and establish a successful business.
FAQs
Q: What is the most challenging part of being a real estate agent?
A: According to Tyler Mount, the most challenging part is being yourself and not trying to fit into someone else’s mold.
Q: What is the key to successful marketing in real estate?
A: Mount emphasizes the importance of user-generated content and being authentic. He also highlights the need for agents to understand their target audience and create content that resonates with them.
Q: Why is authenticity so hard for some in the industry?
A: Mount believes that authenticity is not a business issue, but an interpersonal, mental, and psychological issue. He attributes this to the influence of society, family, and friends from a young age.
Q: What are some of your favorite advertising campaigns or concepts?
A: Mount is a fan of user-generated content and "fastvertising" concepts, such as Ryan Reynolds’ approach to content marketing.
Q: What are your plans for Vegas?
A: Mount enjoys visiting Vegas for his birthday and always manages to win big. He also loves the Golden Steer steakhouse and values the experience of having a good time.
Author: www.inman.com
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