July 20, 2015

Yesterday, I came across an article on Inman that discussed seven marketing musts for startup, independent brokerages. Laura Ure made some excellent points for laying a solid foundation. As I was reading each point, I kept finding myself saying “video would absolutely help with that” and “another one where video would be a huge benefit”. So I went back and counted five out of the seven points that Laura made where video would strengthen the marketing foundation for brokerages. So let’s jump in and clarify how video amplifies each point:

#2: Create a marketing strategy
It will involve looking at the competition and determining what you can offer to differentiate your brokerage.
Looking for a quick way to separate yourself from competing brokerages? A recent NAR study found that over 70% of homeowners would prefer to list their home with an agent using video, yet less than 1% of agents offer it. Now this doesn’t mean uploading the property images into a virtual tour and calling that a video. Full motion video is your differentiator. Work with a professional filmmaker, one that can produce an amazing full motion video that shows off the property in the best possible way, allowing potential buyers to envision themselves living in the home. 

#3: Establish a professional brand
Creating a well-recognized brand is the greatest key to success in real estate, which makes it essential to dedicate your time and money to do it correctly.
According to leading technology and market research company, Forrester Research, a minute of video is worth 1.8 million words. So if you want to establish a well-recognized, professional brand, show the world through video. The connection that will be made through video will be more powerful than any print collateral could ever possibly achieve.

#4: Create a functional website
Technological tools are going to play a critical role in attracting top-producing agents to your firm, as well as generating buyer leads.
Sotheby's International Realty launched a new, video-centric website a few months ago and quite frankly, it’s one of the best websites we’ve ever seen to showcase properties. Wendy Purvey, Chief Marketing Officer of Sotheby's International Realty Affiliates LLC, stated that the new site “was created to tell the story of a home in a more editorial way, not the commoditized approach that can often be found in our industry. We believe the art of marketing a home is based on showcasing its soul, so every aspect of the new site works toward this goal.” This approach allows the customer to get completely immersed into the experience home viewing experience.

To that end, it’s critical to use a hosting platform that gives you maximum value for your video investment by allowing you to publish your video content on your own domain. The views your videos create will direct traffic back to your website, where you can maximize lead generation efforts. This is the exact opposite effect of utilizing a free platform such as YouTube or Vimeo, where it’s statistically proven that less than 1% of traffic will be referred back to your website.

#5: Create a branding campaign
A branding ad will be based on lifestyle, not the homes you list, and will work to strengthen your brand position and messaging.

In support of their new website launch, Sotheby’s International Realty produced the below branding video that captures the true essence of their new site. 

This was first published on 3/27/15. To date, the video has accrued more than 44,800 views and we still see it being shared on social media every day. This is a true testament to their branding.  

Another awesome example is LIV Sotheby’s International Realty’s #thelifeyoulove campaign, which highlights the lifestyle of the communities they serve in Colorado. Their first video captured the action and energy around the 2015 FIS Alpine World Ski Championships in Beaver Creek and Vail. 

#7: Build a marketing plan for your agents
Your agents are an essential component of your overall success. Thus, you will need to a create a structured marketing plan for them as well.
Christian, WellcomeMat's co-founder, previously wrote an article refer to blog that discussed the benefits of video to attract and retain top-producing agents. From showcasing your working environment to agent training to winning listings, video has the power to magnify your ability to recruit agents and provide them the tools to market themselves. 

In another Inman article regarding use of drones, a comment was made by an agent that said, "I make a better income every year that non-tech savvy agents continue this trend [of opposing to new tech]. In fact I'm counting on them to disregard value added tech services such as drones to produce beautiful videos. Winning at listing appointments has never been easier."

Since 2006, we've been helping real estate brokerages take their video marketing game to new levels. Learn more about how we can help with your traffic and lead generation efforts. 

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