Future Proofing Your Business with Jayson Siano
He is a rock star when it comes to all things, marketing, and all things Commercial Real Estate, he’s really kind of pioneered the way to recall the future-proofing your business as well as in your marketing. He’s a nationally recognized leader and content creator in the Commercial Real Estate, Retail Restaurant, Franchise, and Digital Media Spaces. He actually started his Commercial Real Estate career in 2001, a real estate salesperson, and he happened to secure the Starbucks coffee account in Long Island, New York.
He shortly thereafter discovered support light while visiting friends in Los Angeles and helped design and execute their early New York expansion. He went on and pursued. He was pursued by CB Richard Ellis, and he became an integral part of their retail services team in 2007. And then, fast forward to 2010 he left CB Richard Ellis to start Sabre a premier cloud-based national commercial real estate firm.
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Brett:
I’m excited about our next guest. He is a rock star when it comes to all things, marketing, and all things Commercial Real Estate, he’s really kind of pioneered the way to recall the future-proofing your business as well as in your marketing. He’s a nationally recognized leader and content creator in the Commercial Real Estate, Retail Restaurant, Franchise, and Digital Media Spaces. He actually started his Commercial Real Estate career in 2001, a real estate salesperson, and he happened to secure the Starbucks coffee account in Long Island, New York. He shortly thereafter discovered support light while visiting friends in Los Angeles and helped design and execute their early New York expansion. He went on and pursued. He was pursued by CB Richard Ellis, and he became an integral part of their retail services team in 2007. And then, fast forward to 2010 he left CB Richard Ellis to start Sabre a premier cloud-based national commercial real estate firm. Please welcome the show with me, Jason Siano. Hey Jason, how are you doing?
Jayson:
What’s up, Brett? Thanks for having me, man. Appreciate it.
Brett:
Absolutely excited to have you on the show. Sorry about a little hiccup there.
Jayson:
It’s all right, man. I’m used to it, you’re on the fly, you got to roll with it.
Brett:
Sometimes you got to roll with it right. And then you just edit it right? And just restart and just say hey, you know what, that one was really bad. But this part of creating content, which we’re going to be talking all about in today’s episode, and kind of getting over yourself right and getting in going in and creating the content that your clients and your in the people that you’re serving need. But before we go there, Jay, I want to help our audience get to know you a little bit more. So would you tell us a little bit more about your story and your current focus?
Jayson:
Yeah, for sure. So I started out, as you mentioned in 2001, working for a small boutique retail real estate firm in Long Island, New York, had some success early there landed, as you mentioned, the Starbucks coffee account which I still represent in that market today. And then had the just wonderful opportunity to work with companies like AAA and work with Steve Ellis, the founder, helped them into the New York market and then discovered a few other concepts that I was working for, beyond New York Metro when I started at CBRE, namely Massage Envy my franchisees, area developers for Massage Envy ended up discovering European Wax Center and partnering with the Coba Brothers, I help them expand a franchise that essentially and expand that concept. And then they started a company called orange theory fitness, which, I was at from the ground floor, advising them on how to design their strategy and execute that. So over my 20 years, I have grown into a trusted advisor for concepts of all sizes across the country.
Brett:
Amazing Jay, want to dive into all of those things and the things that you’re seeing in the future appreciate future-proofing your business? Yeah. Before we get there, though, I want to take one other step back. And I want you to go back to the university days or the high school days. I believe we’ve all been given certain gifts in this life. And some people call a strength some people call them superpowers. I believe I believe their God-given gifts and these gifts were given to us to be a blessing and help to others. So I’m curious, what are those one or two gifts, Jay that you believe you were given? And how does that help how you help and bless people today?
Jayson:
That’s such a great question. I realized that I was given a gift to serve others, to add value to other people with no expectations in return. And that goes well beyond commercial real estate. I like to say that, today I’m in the human development business, and we also happen to be really good at real estate. And I think that is I would say that the best gift that I was given, along with the confidence that my parents instilled in me to basically tells me I could be anything I want to be when I grow up. And I think encouraging other people who may be lack that self-awareness or confidence is something that I’m also able to do.
Brett:
Amazing Love that adds value with no expectation of return and then the internal belief of you can do, you can achieve and be what you want to be. So that’s great. And then instilling that in others, which is very important. Okay, great. So let’s dive right into the topic of the episode, which is future-proofing your business. So would you define for us what that means? And why it’s so important to you?
Jayson:
Yeah, for sure. I mean, I personally believe that you have to look at yourself as a media company. And I’m saying myself as a human, is kind of the parents are the holding company for everything that I do. And, that obviously trickles down into my different businesses and Sabre is one of those. So I believe that in order to thrive in this digital world, and I’ve been saying this for a long time, well before the pandemic, that if you’re not creating a personal brand, and leveraging media and digital marketing and social media, that you’re eventually going to be invisible and irrelevant and likely go out of business. So I’ve always referred to that as future-proofing yourself or future-proofing your business.
Brett:
Excellent. And so what’s the number one secret you have found to do just that?
Jayson:
When people know you, they have the opportunity to like you and trust you. And that means you have a good chance of doing business with them.
Brett:
And how are you best doing that today? Jay, what are some of the things that you can think that commercial real estate brokers are not doing? Business professionals are not doing and maybe even, we can probably talk about it’s gonna be videos gonna be a podcast. But more so what’s the one biggest secret to overcoming? The false belief or whatever the challenge has? What were yours in the beginning? Tell us your story from traditional broker CB Richard Ellis to marketing, and and and what you do now online?
Jayson:
Yeah, for sure. When I got into the business, I realized pretty quickly that, you kind of, or I felt, I should say that you had to act a certain way, look a certain way, regardless of what your likes or interests are in commercial real estate, very traditional industry, I was a DJ Nightclub Promoter, very creative into music, fashion, streetwear, street culture, things of that nature. So I felt like I had to kind of act a certain way, in order to fit in and get, earn success in the industry. And then, over the years, I started to realize that, my strengths were actually in my and my superpowers, as you mentioned earlier, were actually all about my uniqueness. So the more that I got comfortable becoming myself in business, the more I excelled, and the more success I achieved. So it got to a certain point where, I was able to, by starting my own company, I was able to, really lean heavily into that, and also attract like-minded people who felt like they didn’t necessarily belong at these larger, corporate, commercial real estate brokerage companies. And from there, I started to really pay attention to what folks like Gary Vaynerchuk and Ryan Serhant, were doing Ryan on the residential side. And I had the good fortune of spending time with Gary and Ryan and talking about just the traditional brokerage model, and, what we all thought would happen over time. And I was very much of the mindset that where you hang your license overtime wouldn’t matter as much. In the event that you knew how to, develop your own brand had the resources and the tools in order to be good at what you do, you could very much, be entrepreneurial, and work for yourself, essentially. And, later on, that eXp component, came in very handy when partnering with them to kind of take all of that to another level. In this world even before the pandemic, I was betting heavily on a very agent-first, cloud-based offering in the brokerage business. And, by the way, I also always looked at the term broker as almost a four-letter word, I think it’s a derogatory term. Because, I’m more of a trusted advisor, the same way that a financial adviser would be to my clients. So, I believe in doing the right thing and always putting your clients first, then, at this stage, I’m fortunate to be able to, more or less pick and choose which clients that I want to, work with and so on and so forth. But it’s, it’s an exciting time for all of those reasons because I think, a lot of people show up as a different version of themselves at home. with their family out having beers with friends, with clients, in the car sites or etc. And I think that the pandemic fast-forwarded a lot of the things that we were doing at Sabre already.
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