Real estate investing can be a complex and ever-evolving industry. From changing regulations to the dynamics of local markets, commercial real estate agents are always looking for ways to stay ahead of the curve and gain an edge over their competition. 

One way they can do this is by listening to industry podcasts offering tips and insights into the world of commercial real estate investments. 

With so many great podcasts out there, we’ve put together a list of our top 10 picks that every commercial real agent should know, featuring noteworthy hosts, updated content, and actionable takeaways you won’t want to miss. Read to the end!

Icons of Real Estate Podcast

Although the Icons of Real Estate podcast isn’t entirely a commercial real estate podcast, it’s perfect for investors and agents looking to learn proven secrets of making money and succeeding in the real estate industry from leading industry personalities. 

Listen to this podcast if you’re a real estate agent ready to scale your agency and join other top real estate icons. You can join Timothy Calaway and Tomás Fonseca weekly and learn new industry trends and expert advice on scaling your real estate business, especially in the commercial real estate industry. 

Join thousands of real estate investors and agents to gain valuable insights on market conditions and implement proven strategies to grow your business 10X in just 12 months. Listen to top commercial real estate professionals like Michael Coffee, Jennings Smith, Mike Bishop, amongst others speak about various sectors of the commercial real estate industry at the Icons of Real Estate podcast. 

The Icons of Real Estate podcast is sponsored by ArdorSEO, the leading real estate marketing firm specializing in real estate local SEO, social media marketing, search engine marketing, and web design. 

PropTech Podcast (Unissu Podcast)

If you’re looking for the best podcast for tech-savvy commercial real estate investors, developers, and agents, PropTech Podcast should top your list. Recently renamed Unissu Podcast, this podcast focuses on property technological innovations making managing, leasing, selling, and buying property easier. 

You’ll learn how technology makes commercial real estate transactions easier from the host Eddie Holmes and other industry professionals he invites on the show. 

These guests and the discussion panels for each episode discuss the ever-changing commercial real estate landscape and share the latest PropTech innovations. 

Through Eddie Holmes’s technological expertise and experience in commercial real estate, he has focused this podcast on the future of commercial real estate. 

Eddie Holmes is the co-founder of Unissu, a platform helping market leaders and top-performing CRE professionals discover technology to make their businesses easier. 

He is the founder of the UK PropTech Association where he served as the inaugural chair and also founded a charity in the UK dedicated to helping young underserved entrepreneurs start their businesses. 

While PropTech Podcast doesn’t have new episodes, you’ll find 74 episodes recorded between 2016 to 2019 with relevant information on top commercial real estate topics.

Episode length often varies between eight minutes to over an hour. However, the average episode length is between 30 to 45 minutes.

Listening to podcasts helps you discover the various types of commercial real estate investing

Private Equity Real Estate Podcast

The Private Equity Commercial Real Estate podcast is perfect for experienced commercial real estate investors and brokers, considering it explores the deep details of growing a CRE business. 

As the Director of Content for the First National Realty Partners (FNRP) and the podcast host, Nick Cucci invites industry professionals to share their take on the latest industry trends. They also discuss general views on topics like how to assess returns from private equity commercial real estate or how to squeeze profits from retail assets.

This commercial real estate podcast, sponsored by First National Realty Partners, is where investors can learn from private equity industry leaders. These experts share their real-world experiences to enable real estate investors to know what it takes to become highly successful in passive commercial real estate investing.

America’s Commercial Real Estate Show

This commercial real estate podcast sets the standard for other CRE video channels and podcasts. America’s Commercial Real Estate Show, hosted by Michael Bull, has been running for almost a decade and helps motivate real estate professionals, including leasing agents, investors, and real estate brokers.

From the valuable tips shared, these professionals can gain new insights into the commercial real estate investment and sales industry while increasing their income. 

As a commercial real estate expert, Michael Bull has more than three decades of experience. He is the founder of Bull Realty in Atlanta, Georgia, and a licensed commercial real estate advisor. Michael Bull and his guests tackle commercial real estate issues in an enlightening but friendly way. 

As the lead instructor at Commercial Agent Success Strategies, Michael Bull utilizes his expertise to equip CRE agents to scale their businesses and become successful in the industry.

Commercial Agent Success Strategies is a video training program for helping commercial real estate brokers reach their goals and increase their income.

On America’s Commercial Real Estate Show, Michael Bull and his guests discuss everything concerning real estate, including real estate law, current economic trends, and marketing tips for brokers.

America’s Commercial Real Estate Show releases an episode every week. However, Michael Bull sometimes releases more than one new episode a week. Episode length differs but is mostly between 20 to 30 minutes.

You can also listen to other top industry podcasts like the Real Estate Marketing Dude Podcast hosted by the Real Estate Marketing Dude Mike Cuevas to gain more advertising and marketing knowledge as an agent or broker.

The Commercial Investment Real Estate Podcast

This podcast, perfect for all commercial real estate professionals, is the sister podcast to the CCIM Institute’s quarterly magazine, Commercial Investment Real Estate (CIRE). 

Commercial Investment Real Estate podcast’s new episodes come out every month and usually last for 30 minutes while covering various topics, from facilitating relationships between landlords and tenants to real estate investment trusts (REITs).

As a budding commercial real estate broker, you’ll learn how to understand supply chains better for more effective asset management. You’ll also learn how to handle struggling assets and manage lease negotiations.

A podcast enables you to listen to various top industry professionals share their success stories

The Real Estate Guys™ Radio Show

As one of the longest-running CRE podcasts on this list, this show has been actively advising and entertaining audiences since 1997. 

This radio show hosted by Russell Gray and Robert Helms runs weekly and the podcast version is one of the most downloaded real estate podcasts on iTunes. Gray and Helms cover various commercial real estate topics and issues in an engaging and fun way. 

These top professionals combine their energy, humor, and decades of expertise to produce a dynamic podcast appealing to CRE professionals worldwide. Also, The Real Estate Guys™ Radio Show hosts offer actionable advice, suggesting practical steps for investors and brokers to build their portfolios and achieve financial freedom through commercial real estate. 

While The Real Estate Guys™ Radio Show content is perfect for real estate investors, brokers can also find the podcast information helpful. The content usually focuses on market trends and investment strategies, which are invaluable data agents and brokers would like to know. 

Born into a real estate family, Robert Helms founded The Real Estate Guys™ Radio Show and has been into real estate all his life. He managed a multifamily property early in his career in California, enabling him to possess enough knowledge to tutor new landlords and investors. 

Robert Helms spent 18 years in a top-producing agency as a real estate agent. Presently, he is a successful real estate developer, teacher, and speaker. The Real Estate Guys™ Radio Show, co-host Russell Gray has been working in real estate since 1986 while also a leading financial strategist. 

As a popular speaker and author, Russell Gray has taught Real Estate Finance at the California Association of Realtors. The Real Estate Guys™ Radio Show runs from 10 minutes to over one hour, but most episodes are around 35 minutes long.

The Commercial Investing Show

While real estate expert and investor Jason Hartman hosts many real estate investing podcasts, The Commercial Investing Show is focused on commercial real estate investing problems and possible solutions. 

Hartman covers topics ranging from rent collection and property management to commercial property acquisitions. If you’re a commercial broker looking to find selling strategies here, your expectation might be cut short. However, the podcast helps understand the challenges CRE investors face. 

As a successful and popular real estate author, speaker, and investor, Jason Hartman has been involved in many real estate transactions while owning income properties in several states. Through his video tutorials and podcasts, Hartman helps his audience realize their American Dream by investing in real estate. 

Jason Hartman is the CEO and founder of The Hartman Media, Platinum Properties Investor Network, and The Jason Hartman Foundation (a nonprofit organization teaching financial literacy skills to young people).

The Commercial Investing Show’s new episodes are released weekly, with most episodes running for 35 minutes. Hartman also invites guests to his podcast, ranging from media influencers, political figures, and technology experts to high-earning investors, developers, and economists. 

Commercial real estate podcasts are beneficial to both investors and agents

Commercial Real Estate Investing for Dummies

This podcast is for you if you’re a commercial real estate investor. Experienced brokers can also benefit from the podcast as it lets them stay in tune with the basics of commercial real estate investing. 

Besides being an author of a commercial real estate investing book, the host, Peter Conti, enjoys breaking down complex topics like how to buy NNN properties to how to move from residential to commercial property investing. 

If you’re a real estate broker, listen to discussions on what to look out for when searching for a commercial real estate mentor. Alternatively, if you’re considering becoming a real estate mentor, you’ll find a checklist of skills you need to become a mentor to commercial real estate agents and investors.

As an auto-mechanic turned self-made millionaire and real estate investor in 3.5 years, Peter Conti shares his success tips and stories on the podcast alongside the co-author of their popular book Commercial Real Estate Investing for Dummies.  

Conti started small as a real estate investor by buying a duplex first. Then, he bought a 4-unit apartment and a 12-unit building after. He later purchased a 24-unit property and has since worked his way to owning 300-unit complexes and shopping centers. 

Peter Conti has mentored many investors worldwide and supported thousands through his books on commercial and multifamily real estate investing. The Commercial Real Estate Investing for Dummies episodes run between 12 to 22 minutes. 

Real Estate REality Check

Most commercial real estate podcasts are always serious and straight to the point, but Larry Haber, the Real Estate REality Check podcast host, makes each episode fun and exciting. 

Larry Haber interviews successful entrepreneurs and top real estate leaders on each Real Estate REality Check podcast episode to share their insights into how to run a successful business. 

Episode topics range from real estate agent advice and tax considerations to how to make running a business easier with technology. Whether you’re a contractor or a real estate agent, you’ll learn a thing or two from this podcast. 

Haber uses pop culture references and music to entertain and engage his audience, making the podcast valuable and fun. As a former real estate developer, Haber founded Real Estate REality Check to help the new generation of real estate entrepreneurs and professionals. He is currently an attorney and CPA. 

Larry Haber is the CEO and founder of Leasing REality. He combines his legal expertise and years of commercial real estate experience to help real estate professionals, including brokers and investors, make informed business decisions. 

Haber releases Real Estate REality Check new episodes every week. The podcast also has a variant for College and High School students to promote financial literacy among young adults. 

You can catch new episodes of the Real Estate REality Check Podcast every week, with an average episode running for 30 minutes.

Most commercial real estate podcasts offer actionable advice for scaling your property business

Bigger Pockets Podcast

If you’re looking for a commercial real estate podcast with attainable and actionable advice for commercial real estate brokers, check out the Bigger Pockets Podcast. 

After creating small fortunes from commercial real estate investments, David Greene and Brandon Turner decided to share their tips with their listeners while interviewing other real estate professionals. The podcast aims to help people attain financial freedom from real estate investing. 

Turner and Greene share their advice and stories in a laid-back fun-loving atmosphere alongside their guests. After buying his first investment property at 21, Brandon Turner has since built an impressive real estate portfolio and owns almost 100 rental properties. 

Brandon Turner’s commercial real estate tips have been featured in leading financial magazines, including Forbes, Fox News, Entrepreneur Magazine, and Money Magazine. Turner has also written many popular books on real estate investments, and one of his best sellers is The Book on Rental Property Investing. 

As a former police officer who developed an interest in real estate investing many years ago, David Greene has grown to expand his portfolio by adding commercial, multifamily,  and residential properties. Greene is an award-winning real estate agent in California and has written many books on real estate, including the popular “The BRRRR Book,” short for Buy, Rehab, Rent, Refinance, Repeat.

The Bigger Pockets podcast releases new episodes weekly, with an episode running between 10 minutes to over an hour. However, the average run time for an episode is 30 to 40 minutes.

Conclusion 

The real estate industry is dynamic and ever-evolving. Therefore, you need to listen to top industry professionals to scale your real estate business. 

Commercial real estate agents can leverage leading CRE professionals’ experience and success stories to grow their agencies. We have explored the top 10 leading commercial real estate podcasts to serve as helpful resources. 

Remember also to attend real estate summits and conferences to connect and network with these leading industry experts to discover more helpful tips for growing your real estate business.

The luxury market has grown from strength to strength since the mid-2020s. According to the National Association of Realtors, this sector is revered due to its rock-solid stance during economic uncertainty. 

As a real estate agent looking to make headway in this ever-growing market, you’d need to integrate tested and proven luxury real estate marketing ideas. 

This article gives an overview of the luxury housing market alongside seven unique marketing ideas that’ll see your realtor business attract prospective buyers and prompt positive ROI values. Let’s dive in!

Luxury Real Estate Defined

Before venturing into luxury properties as a realtor, getting an overview of the market is essential. The term “luxury real estate” doesn’t have a set definition as it changes, depending on the market. For instance, luxury homes in Texas might not meet the standards of those featured in New York City. 

However, it’s important to note that 5% to 10% of most listings feature luxury real estate properties. Depending on the market, these structures feature prices ranging from $2 million to $40 million. 

Contrary to popular belief, high prices linked to a property isn’t the only thing that earns it the “luxury” classification. The structure must be unique, exclusive, and accommodate luxury living. 

When scouring a luxury property listing, affluent buyers opt for homes in locations featuring exclusive add-ons revolving around fine dining, sports, arts, and distance to other luxury-themed structures.

By understanding potential clients’ needs in the luxury real estate market, you can adopt marketing techniques to increase engagement and make sales.

Importance of Luxury Real Estate Marketing

Real estate marketing is an important activity, regardless of your focus sector. As a realtor looking to make luxury home sales, it’s crucial to ascertain the property’s main features and showcase them in a way that’ll attract potential buyers.

Luxury buyers are amongst the richest in society. With the financial backing to choose any property they desire, realtors must bring in their marketing “A-game” to capture their full attention. Anything less would see your luxury listings become redundant as time passes.

Although luxury home marketing strategies might seem a tad different from techniques used for regular structures, one thing unites both — adequately catering to a specific target audience. 

As such, you’d need to tailor your luxury property listing to suit your potential buyers’ specific preferences. Without further ado, let’s look at luxury real estate marketing ideas that’ll earn your realtor business more leads and traction. 

7 Luxury Real Estate Marketing Ideas to Put Your Realtor Business on the Map in 2023

Now that we’ve highlighted the importance of luxury real estate marketing, what ideas can you implement to attract serious buyers and make sales?

Chances are you’ve encountered numerous alternatives and are overwhelmed. This guide aims to change all that by giving seven proven marketing strategies to excel in the luxury home sector and attract buyers. 

Notable mentions include: 

#1 Create a Custom Single-Property Website

As its naming suggests, a single-property website allows you to advertise a distinct luxury apartment to local and international buyers. Albeit reminiscent of landing pages, these websites integrate high-quality images, videos, and realtor information. Related web pages have become an essential part of luxury real estate marketing in the past decade, and their popularity is still growing.

Although using real estate marketplace websites, such as Zillow and Realtor.com, might seem great to market Houston luxury homes for sale, you can’t detail the property’s full specifications.

With a single-property real estate website, however, you can go all out to list properties in a comprehensive manner that’ll appeal to buyers. What’s better? Prospective clients won’t click on a different luxury property while scouring your unique website.

Although creating a single-property website might seem advantageous, there’s a nagging concern — ranking high on Google’s Search Engine Result Pages (SERPs). 

To do this, utilize a proven SEO for real estate platform — the Ardor SEO company. Contrary to online advertising channels like Google Ads, this service helps you attain visibility levels that’ll place your realtor business on the map!

Having a clutter-free single-property website for your luxury listing will attract affluent buyers

#2 Ensure Potential Buyers Have an Immersive Virtual Experience

Print media prompts initial interest in your luxury house listing. Nonetheless, luxury real estate agents know virtual experiences are critical to piquing clients’ interest and achieving luxury home sales.

To attract buyers and prompt home sales via virtual experiences, consider these mediums:

• Video Tours

Virtual video tours have become an aspect of luxury real estate marketing with increased traction in the last few years. Due to COVID-19 restrictions, people rarely attended open house events. As such, most individuals leaned towards video tours for the “ultimate buyer experience” from their home’s convenience. 

However, with the pandemic relatively non-existent, luxury real estate agents can use virtual tours to complement an open house. Since many buyers have limited time to look at properties, they’ll be unable to validate featured amenities. However, a high-quality video tour accessible 24/7 allows them to assess a luxury property numerous times and see if it suits their housing desires. 

You can utilize video tours through two distinct routes:

• Your Website: People redirected to your unique luxury property website can view video clips of associated structures. This route is the perfect virtual open house, as interested buyers can watch them and make informed decisions. 

• YouTube: YouTube helps realtors reach an extensive real estate market. On this digital marketing platform, agents can post videos viewable via Smart TVs, laptops, and smartphones. 

PRO TIP: When curating a video tour, use top-tier gear to capture high-quality clips. Also, you can make these tours interactive by asking questions and seeking answers via the comments section. 

• Digital Storybooks

Numerous companies can create a digital storybook depicting your luxury house property listing as the main character. By presenting a property’s story in the best light possible, a digital storybook creates a realistic experience that’ll attract a wide array of high-end buyers. 

When choosing an entity to create your listing’s digital storybook, choose an alternative revered for creating variations with immersive and exhilarating storylines. 

For buyers in other jurisdictions, a digital storybook is the closest they’ll get to an actual walkthrough or open house. Make them comprehensive by integrating essential house amenities. Since these digital prints can make or mar your search for an ideal buyer, it’s always best to put your best foot forward.

#3 Host Events

Luxury houses showcase glamour and Instagrammable spots. As such, organizing open houses on these properties will see regular folks in attendance. Although they might don fancy suits to look the part, their interests lie in taking photos and munching the expensive treats on display.

Since this activity can be financially draining without yielding results, consider hosting exclusive and invite-only events. By going this route, you can limit guest numbers and ensure arrivals are within your target audience — wealthy and affluent individuals.

Here are some event ideas you can adopt to attract serious buyers:

• Host an art exhibit for young artists to showcase their artistic canvasses. You can request a set donation percentage from their proceeds. 

• Host an immaculate “Prom” night. Besides promoting nostalgia in aged attendees, you can use these events to showcase luxury property listings highlighting vast terraces and Olympic-sized swimming pools. 

• Host a gala that allows attendees to make donations geared towards the eco-maintenance of the area surrounding your luxury property listing. This approach makes perfect sense if it’s an eco-friendly structure. 

Host luxury-themed events at exquisite structures featured on your listings to attract high-profile buyers

#4 Utilize Popular Social Media Channels

Social media has become the bane of real estate digital marketing worldwide. According to a report, 77% of licensed realtors use social media. With these platforms accessible by every “Dick and Harry,” it’s no surprise that luxury real estate agents engage them to market property listings to a wide audience. 

With multiple social media platforms available to realtors, choosing the right channel might seem challenging. However, the following are frequented by individuals searching for luxurious properties:

• Facebook

Established in 2005, Facebook has become the leading platform for luxury realtors to market properties and attract more leads. Additionally, most agents use Facebook to grow their personal brand and following. 

Using Facebook’s customizable, targeted ads feature, luxury realtors can generate more traffic to their respective landing pages and websites.

• Instagram

Although Facebook shares some semblance with Instagram, the latter is a social media platform where visuals (photos and videos) take center stage for information dissemination.

Using gorgeous photos and videos, luxury real estate agents can showcase their property listings and attract qualified buyers on Instagram. Additionally, realtors can improve visibility with hashtags linked to real estate.

• LinkedIn

Unlike Facebook and Instagram, LinkedIn focuses on peoples’ professions. This stance adopted by LinkedIn means it isn’t an outright social media marketing medium.

Instead, this platform lets luxury realtors connect with related professionals in the saturated real estate market and increase brand awareness simultaneously. With an extensive LinkedIn profile and the right connections, your listings can attract individuals looking to acquire luxury houses. 

#5 Don’t Relegate Newspaper Listings to the Background

Although digital marketing might seem like the only advertisement route to garner the prospects required for luxury house sales, consider newspapers. You might think the “fine print” as an information medium is going obsolete; however, a recent Statista report shows that 21% of adults aged 65 and above read newspapers. And you’d never know what retiree is looking to splurge cash on luxury properties! 

Following the newspaper route, place your luxury property listing on a full or double page spread with an eye-catching description and aesthetically pleasing images. While most outlets accept black-and-white photographs, utilize colored photos to provide more detail.

#6 Consider Email Marketing  

According to a report, over 4 billion daily email users exist. Thus, it’s unsurprising to see businesses grow their email list and disseminate information concerning their offerings to thousands within just a few minutes. 

As a luxury real estate agent, it’s essential to grow your email list diligently. By dedicating time to this vital activity, you’ll eventually curate a list featuring buyers, sellers, and reputable real estate professionals. By showcasing your luxury home listings to these folks, your chances of making sales increase.

#7 Revamp Your Direct Mail Campaigns

You probably have an idea of how direct mail works. Although this medium is critical in helping real estate agencies improve ROI and save costs, you’d need to revamp this advertisement medium to capture prospects in the luxury housing arena. 

The common mistake realtors make when they market real estate is making it all about themselves. You’re probably a licensed realtor with a decade’s experience. Although this puts your brand in a good light, making your résumé the standout aspect of direct mail will leave prospects disinterested in your listings.

To avoid your direct mailing efforts going straight to the trash, adopt these tips: 

• Increase its frequency, so you become familiar.
• Establish value that’ll impress clients.
• Build trust. Although you might need sales to grow your luxury realtor business, show prospective buyers your care extends beyond the actual transaction.

These tips are proven and tested. But as a luxury real estate agent, you’d need to ensure your direct mails reaffirm quality. 

People who purchase luxurious properties aren’t on the same level as regular buyers. As such, consider patronizing top-notch printing presses to curate unique direct mail iterations for your high-end clients. 

Consider designs with glossy finishes and liquid lamination to ensure your mails are worth a second look. Before sending them out, certify their texture to ensure everything is according to spec!

Since technology reigns supreme nowadays, add a QR code linked to your realtor website or a virtual YouTube tour of an exquisite listed property. Integrating these nifty bits will create lasting client impressions that foster sales or referrals.

Quality direct mails make your luxury home listings standout

Listing Luxury Homes Below the Market’s Set Value: Is This Marketing Tactic Employable in 2023?

Although undervaluing a luxury property listing doesn’t rank amongst our top seven marketing ideas, it’s worth considering. If your farm area as a luxury realtor fields several exquisite houses, a slight value dip might give your listing the visibility it needs among qualified buyers. 

Additionally, a reduction can prompt a bidding war, especially if your property has attractive features. With numerous bids to consider, settle with the offer that suits your interests. 

This luxury home marketing strategy has worked the trick for most realtors and would be a worthy addition to your “real estate marketing toolbox.”

Frequently Asked Questions on Luxury Real Estate Marketing

Would You Spend More on Luxury Real Estate Marketing?

Unlike traditional real estate, you’d need to put in more effort to capture prospects’ attention when listing luxury homes. For example, hosting events and creating luxurious direct mail will see you spend a fortune.

Although these efforts might bore a hole in your pockets, they’ll be worth the hassle once you facilitate a sale and earn a juicy commission!

Does a Good Marketing Strategy Increase My Chances of Selling More Luxury Properties?

Yes! You’d need a rock-solid marketing strategy to trump the competition and make sales — the goal of all luxury house agents. 

So, while we’ve delivered seven marketing ideas, it’s up to you to uncover the alternatives tallying your chosen target market and implement them accordingly. 

Parting Shot

The luxury real estate market is getting more competitive by the day. As a real estate agent, the onus rests on you to utilize marketing strategies to increase engagement on your listings. 

This article has highlighted seven ideas to attain visibility on your luxury house listings. Although you might encounter some back and forths with several, uncover the alternative suitable for your target demographic and audience. 

.There has never been a better time to build your personal brand into your real estate marketing strategy. As a matter of fact, I believe it’s the only way forward for the real estate industry. In today’s world, 96% of consumers hire the agent over the broker they work for.  This is means your personal brand is important! It’s the only thing that sets you apart.

[click_to_tweet tweet=”Your personal brand is your unique selling proposition” quote=”Your personal brand is your unique selling proposition”]

However, if you’re like many people within the real estate industry, this shift has caused some RE-learning and adjusting from prospecting to marketing.  The use of social media, video, and ongoing content creation is no longer new, it’s mainstream.  More importantly, it’s necessary.

For the first time in Real Estate Marketing Dude history, we have created an annual award that will be dedicated to the The Top 9 Real Estate Marketing Experts Blowing Up Their Personal Brand In 2020.  Our award is called IMPACT and it is being awarded to the following people because they demonstrated the following traits:

• They attract vs. chase
• They inspire others to take action doing things they are not comfortable with
• Changed peoples lives
• Doing it with video and content creation
• They don’t rely on telling people “I’ve been in the business for…  or anything that starts with the word “I”

Below everyone’s name are direct links to their social channels.  I’m not sure about you, but I learn through watching others perform.  My advice is to follow each of their social handles provided so you can see it happen in actual practice.

Real Estate Marketing Pro #1- Sharran Srivatsaa- CEO Kingston Lane

Sharran Srivatsaa is the CEO of Kingston Lane, a push-button technology execution platform for real estate. Most recently, Sharran grew Teles Properties by 10x in 5 years and architected its acquisition by national powerhouse Douglas Elliman. A former Goldman Sachs Banker and Silicon Valley entrepreneur, Sharran is a sought after keynote speaker and contributor to top media publications, in addition to being an investor and advisor to various cutting-edge technology companies.

Follow Him Here

LinkedIn | Twitter | Facebook | Instagram | YouTube

Real Estate Marketing Pro #2–Dean Aguilar- Digital Muse Media/ Dean Aguilar Group

Dean Aguilar started making big splashes in the real estate marketing space this year with the introduction of his digital marketing agency Muse Media, which focuses on marketing your personal brand on Instagram and TikTok.  Dean’s main focus is content creation and attraction and he has over 493,000 followers just on Instagram alone! Follow this dude and copy everything if you are into Instagram and Tik Tok marketing!

Dean also runs The Dean Aguilar Group in San Diego and remains one of the top selling teams within the San Diego market.

Follow Him Here

LinkedIn  Facebook | Instagram | YouTube

Real Estate Marketing Pro #3- Valerie Van De Zilver- EXP Realty/ Val’s Vacation Rentals

Valerie is an agent in Orange County, CA who is turning heads with her real estate marketing videos.  Valerie, a 30 year veteran prides herself on always learning something new.  When she started on video, it was no different. Valerie’s personality is inspiring agents all over the country to get on video and stop being uncomfortable.  

Follow Her Here

LinkedIn  Facebook | Instagram | YouTube

Real Estate Marketing Pro #4- Jeff Pfitzer- USA Mortgage/ Lab Coat Agents Contributor

Jeff is one of the most outside the box mortgage brokers you’ll find.  In a stuffy business, Jeff broke through the clutter and started doing things outside the box. Jeff’s key to success was not telling everyone he was a mortgage broker, but rather on building a relationship first and reminding them. Jeff was also one of the first real estate personalities to embrace TikTok and today is known for creating outside the box videos on it.

Follow Him Here

LinkedIn | Twitter | Facebook | Instagram | YouTube

Real Estate Marketing Pro #5- Noelle Nielsen-EXP Realty

Noelle Nielsen is an agent out of Minneapolis, MN and came on the scene fast by creating absolutely hilarious videos. Her fun personality had her generating a lot of attention around her personal brand where she opened up her own independent brokerage and soon after joined EXP Realty. Noelle is asked to speak all over the country and share her outside the box personality.  

Follow Her Here

Facebook | Instagram

Real Estate Marketing Pro #6- Grant Wise- Witly

Grant doesn’t generate leads, he generates clients. Grant Wise is a serial entrepreneur. The President and Co-Founder of Witly, a Client Generation Software for Real Estate agents. Grant is known to be a maverick leader and an innovative marketing strategist. He has been described as irreverent, artful, and dramatic with a strong entrepreneurial spirit.

Grant lives by this one quote; “I’M NOT TRYING TO BE THE MOST SUCCESSFUL. I’M WORKING TO BE THE MOST VALUABLE.”

Grant’s story is one of education, truth, and perseverance. Grant’s first entrepreneurial step in the real estate industry started when he learned that he could run targeted Facebook ads on behalf of real estate agents and get engagement for pennies (and get houses sold for dollars). Realizing the exceptional value, he could provide, he pivoted his business into an educational platform and now continues to teach realtors, investors, and mortgage experts how to use social media alongside his Marketing Intelligence Software, Witly, to close real estate deals and scale small businesses. He has helped more than 60,000 companies, entrepreneurs, and business owners actualize their dreams through hands-on learning. Grant’s methods of marketing and social selling are responsible for billions of dollars of Real Estate sold.

Grant has worked alongside notable industry leaders such as Gary Vaynerchuk, Grant Cardone, Tom Krol, Shon Kokoszka, Lauren Taylor, and many more.

Follow Him Here

Facebook | Instagram | YouTube

Real Estate Marketing Pro #7- Brad McCallum- Re/Max First

I first noticed this dude with all his creative listing videos. He literally looks like he has his own reality show and it’s just a matter of time before Bravo comes knocking. Brad’s videos have put him on the map in his market and built a brand that deserves national attention.  If you’re interested in outside the box listing videos, check out his YouTube and Facebook channels.

Follow Him Here

Instagram  Facebook  YouTube

Real Estate Marketing Pro #8- Jon Cheplak

I started seeing this dude pop on on social media and I love what he stands for. Jon focuses a lot on the recruiting space, but it’s how he does it that makes him different. Jon understand the power of a broker’s personal brand and what it does to attract agents into a brokerage. If you are a team leader or owner of a company, this is the dude for you. He’s intense though, I have to warn you!

Follow Him Here

Linked In  Instagram  Facebook  YouTube

Real Estate Marketing Pro #9- Sean Cahen-The Mortgage Geek

When I moved to San Diego, this geek kept popping up on my news feed until I finally just called the guy.  I immediately set up a podcast with him because he gets personal branding and real estate marketing.  Sean is one of the top loan officers in not only San Diego, but the country. He does things a little differently.  What The Fi$!nce is a media series Sean created that allows people to get to know the geek.  If you like outside the box stuff…I mean like real outside the box shit, this is your dude.  Watch his videos and follow his pages.

Follow Him Here

Linked In  Instagram  Facebook  YouTube

Real Estate Marketing Pro #10- Sherri Mills-Sarasota, Florida Realtor, Live 2 Give Founder

You might not have heard of Sherri nationally, but what she did locally is making a HUGE splash in Sarasota, Florida.  Sherri prides her business on serving others first by giving back to to her community with every closing she has.  Sherri’s program is called Live2Give  if you would like to learn more about it.  Sherri allows her clients to pick one of 3 charities to donate 10% of her proceeds to.  Within a very short time frame Sherri has built her brand amongst her community relatively quickly!

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Each of these people are doing very different things in different ways, but they are all using their personal brand to do it. Real Estate Marketing does not have to be so boiler plate.  Instead, focus on creating attention vs. leads and you’ll start making an impact! Make sure you follow all of them and see what they are doing on a monthly basis, take notes, then take action.

And if you ever need someone to do it all for you, holler at your dude!

What’s the difference between you and another Realtor? How do differentiate yourself from the herd of competition out there?

Let’s face it, this country has no shortage of real estate agents, but the truth is that the best way to stand out is to break the mold.  If you are content being like every other agent you are going to HATE this post. If you like doing things differently, you are going to love this.

This post is about how to break the mold and get more eyeballs on your business. This is about doing what everyone else IS NOT by constantly improving your offering and communication with your audience!

While writing this post, I turned it into a mini marketing course with links to additional podcasts and blog posts to further explain the points being made.  If you dig what I’m saying, I encourage you to click through each artcicle and podcast. I have almost 3 years of research, interviews, and directly doing what is explained below.

This is not your typical blog post.

Take your time going through it.  I do promise that you’ll have a different outlook on marketing your business if you consume all of it.

?Cheers to 2018!

Let’s get started shall we?

Break The Mold #1- Use Video

Whether you like it or not video is here to stay and is probably the most impactful way to standout in 2018!

BUT…

Video is not a lead generation strategy, it’s a brand building strategy.  There is a major difference between the two.  Building your brand will help your conversion.

People do business with agents they know, like, and trust.  Video allows you to put your brand out there so potential clients can get an idea of how you roll. It allows people to check you out before they actually engage you. This is the main reason I have a video at the top of every page of any site I manage. I use it as a way to build rapport and gain trust.

Trust me on this, people want to get an idea of who you are before they engage you. Video that humanizes and personalizes your brand can do half the selling for you as it builds trust and credibility.

Don’t believe me?

I want you to look at your last 10 closings.  Did you feel like over 80% of them were with people you really enjoyed working with that you would also hang out with?

That’s because you attract like people, we all do. Video allows you to put your brand out there and attract like people.

“Be you…nobody else can”

Here’s the breakdown of how communication is transferred from person to person. I see many agents get scared to get in front of a camera because they don’t know what to say, but the truth is it’s more important in how you say it.

60% of communication is transferred through your tone.

30% of communication is transferred through your body language.

Only 10% of communication is based on the content or what you say.

This means people are going to forget 90% of what you said and instead remember how you said it.

Your videos can also double down as a brand building strategy to keep you in front of your database.  It helps keep your brand on top of mind so it makes it more difficult to be forgotten.

Here are some more articles and podcasts you can check out if you are serious about adapting video into your game.

Blog Posts

How To Get More People To Watch Your Real Estate Videos

Why Video Is The Best Real Estate Branding Strategy

5 Real Estate Video Marketing Lead Generation Ideas

6 Ways To Use Video Email To Sell More Houses

Podcasts

Green Screen Videos Make You More Interesting

The 5 Types of video Content To Create

Break The Mold #2- Add Strategy To Your Process

Your real estate license allows you to legally sell real estate, but that doesn’t make you a sought out agent.  Your strategy should justify your commission so it becomes irrelevant. It’s very simple.

“Don’t be a Realtor, be a marketer who specializes in selling real estate”

If your listing marketing plan consists of popping a sign in the yard and listing it on the MLS, that is not a marketing strategy, it’s the status quo.

People do that with Red Fin and a hoard of other companies for much less than 5-6% commission?

Your goal should be to create value within a transaction that creates a better end result or a buyer or seller so people are thankful for how much money you make.

Have you ever had your clients think you didn’t make enough money on a deal? It’s a great feeling!

Think about it this way.  Michael Jordan was one of the all time greats.  If he didn’t practice or work on his shot, I highly doubt he’d have the success he did.  Jordan busted his ass constantly improving his shot so he could be the best.  So my question to you, is what have you done to evolve your strategy?

What’s your strategy or unique selling proposition?

What exactly do you do in a transaction that flat fee brokerages can’t?

Do you have a back up pricing plan in case the initial offering does not create enough traction?

Are you pre-marketing the house to increase exposure?

Are you building up anticipation to your first open house?

When working with buyers, what is your value proposition other than searching the MLS?

Are you really a good negotiator?

The skills consumers expect from their real estate agent today involve all of the above. Yes, consumers want you to be ethical, but they expect that!  Ultimately consumers want you to do all the work and create a better end result for them.

We call this having effective Transactional Marketing Systems in place.  Transactional Marketing Systems do 3 things;

1. Enhance the consumer experience.
2. Leverage your existing transactions for spin off business.
3. Over deliver on the service you give, which in turn increases the likelihood for future repeat business and referrals.

Your main goal of each client should not be to close the deal, but to transform them into a referral source.  Realtors who play the long game are the ones who last in this business.

The long game is based on forming, nurturing, and maintaining relationships.

If you’d like to know more about Transactional Marketing, check out my FREE library of content here ?.

More Transactional Marketing Ideas.

Break The Mold #3- Focus On Building A Strong Personal Brand

Only 4% of consumers picked their agent because of the company they were affiliated with.

WHY?

Because people do business with agents they know, like, and trust.

Quit marketing your brokerage’s brand and start building your own. 

Your brand is what other people think of you, but your visual branding is how they REMEMBER you. Your brain processes images 60,000 times faster than text, thus making what you promote visually more impactful than anything you say verbally.

Do you have a visual brand or logo that tells your story?

In a business where over 60% Realtor business generated from referrals, repeat clients, or already knew the agent, personal branding SHOULD BE THE MOST IMPORTANT MARKETING ACTIVITY YOU DO.

Want to know how you get a lot of referrals?

Brand the living daylights out of your business so you can establish name brand recognition amongst your database as their go to agent. When this happens your name is more likely to be brought into more conversations as your brand remains on top of mind.

Let me give you some examples of some recent rebrands we completed.

Which do you think would be more memorable?

Agent Name, Realtor or what you see above?

“What you can show visually is more impactful than anything you can say verbally”

One you consistently begin visually branding your business, you’ll start to notice things like this begin to happen;

1. People will start finding you vs. you chasing them.  10-15% of your database is moving this year, but at the same time 100% of them will come across at least one referral opportunity this year. Keeping your brand at the forefront keeps you top of mind.
2. You will attract more online business. Your brand will reflect who you are and if you are promoting it online, you will begin attracting like people. In other words, it makes you more interesting.
3. People will walk up to you. I know an agent in Santa Clarita, Mike Bjorkman, who is a master brander!  He can’t go to dinner in his own town without knowing someone at the restaurant.  It’s because he’s built his brand over the last 20 years and played the long game.
4. Instill Confidence.  Building your personal brand instills confidence. I’m not sure why, but it just happens.  People seek confident agents.
5. You’ll Build A Referral Army. You’ll know when you have built a decent brand, because you’ll stop feeling the need to prospect for business. It can provide consistency to your business as you’ll build an audience out of your relationships vs. a database.  The difference is simple.  An audience pays attention and takes notice to what you say while a database is just a spreadsheet of contact information.  In other words you build influence, which is the ultimate goal of any brand!

Want to know more about personal branding? I call this Referral Marketing.  Here’s over a year’s tips on marketing strategies that build your personal brand in 2018!

Enter the Referral Marketing Library

Break The Mold #4- Focus On Enhancing The Consumer Experience

Other Realtors are not your competition, the less expensive options are. In the last 12-18 months we’ve seen a lot happen within our industry that suggests outside companies are trying to cut us out of the equation.

Zillow, Red Fin, Purple Bricks, and many others have introduced and pushed “less expensive” options down the public’s throat and they are making an impact.

The public is slowly being fed a bunch of bullshit.  They are telling consumers that Realtors suck at their job and they might as well save money on the listing side by taking their flat fee service.

What’s really happening is that flat fee services typically provide flat fee service.  I’m not saying every flat fee service is mediocre if that, but that many are. Good service comes with higher pricing as it does in any business.

Yesterday, I went to Super Clips to get my haircut instead of my normal more expensive barber.  The reason was that I wanted to be in and out because I had somewhere to be. I didn’t need the shave or all the extra fluff.  I just needed a haircut.

Just because I went to Super Clips this one time doesn’t mean that I won’t go back to my more expensive barber.

This is how I view flat fee services.  Make sense?

I believe that flat fee income creates flat fee agents.  The cream of the crop will always command a 5-6% listing for consumers who want it.  These less expensive options have a market and will most likely continue to exist, but there will always be a demand for a better experience.

“Less expensive options enter the market place when a lack of value is present”

There’s a popular quote and forgive me if I butcher it, but it reads something like this… “People don’t remember what you did for them, but do remember how you made them feel”.

Sit back and look at your buyer and seller workflows and ask yourself how you can provide a better experience.  You’ll be amazed at how the smallest touches make such a powerful impact. One thing I learned very early on in my career was that it was the smallest things that most people would think go unnoticed that led to my next big deal. Small touches make a LARGE impact!

If you want to get a further perspective on why I am making this in my top 4 is because it’s happening right beneath our eyes. Check out some of this content ?.

Blog Posts

Are You A Sales Person Or Business Owner?

How To Compete Against Flat Fee/Rebate Brokerages & Technology

The Death Of The Real Estate Sales Person

The Future Of Real Estate Brokerage

Why You Need More Than A Real Estate License To Compete

Is The Real Estate Industry In Trouble And Nobody’s Listening?

Podcasts

Zillow Vs. The Real Estate Industry

The Man Behind Taking On  Zillow

Are you going to stand out in 2018?

What you think? Go ahead and comment below ?.

I think I speak on behalf of 20 + other real estate professionals that their business mindset was dramatically changed from attending the Closing Table Mastermind. Closing Table Mastermind is an elite mastermind of real estate professionals that meets 3-4 times a year!  When I say elite, I mean bad ass mofo’s elite.  It isn’t cheap either!  I thought I would write this weeks post based on the biggest takeaways from the event!

Takeaway #1- Be Different

What are you doing right now in your real estate business that differentiates you from your competitors?  Quite often we look at other’s success and then try to mimic it, but what we should really be doing is looking at what our competitors are doing and then figuring out a way we can outshine them.  What can you do that nobody else is?

Think about it…

Being like every other agent is boring.  One of my favorite speakers at  the closing table mastermind was Jesse Itzler.  You can look him up for yourself if you like, but the dude is a bad ass.  Jesse was the co-founder of Marquis Jet & Zico Coconut Water.  The key to Jesse’s success was not conformity, it was quite the opposite. This dude went from being a white rapper to becoming an elite CEO.  His successes followed a simple formula; be different.

You don’t get rich being like everyone else. 

You get rich by doing what everyone else isn’t or won’t.

Sounds pretty easy doesn’t it? Well, not so much.  The only way you start doing things that others aren’t, is by doing things that make you extremely uncomfortable. Nearly every success story I’ve ever heard or read about required the entrepreneur to step outside their comfort zone.

If you are not doing things in your business that make you uncomfortable, then you most likely aren’t doing anything that’s going to make you different. Part of growing and pushing the limits on what you can accomplish requires you doing things you may not like doing at first. Things like reading, learning new skills, traveling, and failing along the way.

One does not ever succeed until they fail first. I don’t know of a better way to learn, do you?

Jesse referred to having a differentiator as his “brownie”. He explains that every business needs a special brownie that makes them stand out. For Jesse, it was originally being one of the only white rappers.  Then it was creating a time share like jet service.  Then it was with Coconut water.  The point is that you need to find your “brownie” in your real estate business if you want to stand out.

I want to show you several “brownies” you should try digging your teeth into right now that can help you stand out from the herd of Realtors. It all starts by willing to do what others can’t or won’t. Here are a couple of “brownies” I see happening right now in our space.

1. Adapt Video- I see so many agents so scared to get in front of a video camera, but the truth is you better start getting really uncomfortable in front of the camera fast because if you don’t, your competitors will.  I like using green screen videos exactly for this reason.  Nobody else is doing it.
2. Sharpen your marketing skills– Sellers today don’t hire Realtors, they hire marketers.  Your real estate license doesn’t help your clients get a higher sales price, your marketing skills do.  As much as you may want to avoid learning about all the new technology, running Facebook ads, or learning how to use text messaging autoresponders with companies like Call Action, not doing so only hurts you.
3. Quit Being A SalesPerson– Nobody wants to be sold, but everybody wants to be served.  How are you positioned?  Start thinking about what you can do to absolutely wow your clients that nobody else is doing.  Maybe that’s picking them up in a limo for showings.  Maybe that’s turning all of your transactions into a reality show. Point is you should focus on how your service can stand out and enhance the client experience at the same time(more on this later).

Takeaway #2- Embrace Being “Uncomfortable”

There is no easy route to success.  All of the speakers at Closing Table Mastermind shared a common story.  They were all willing to do what their competitors would not  They were willing to innovate and give an extra 40% when things got tough.  Part of being “different” or creating something “new” requires lots of trials and tribulations to getting there. If being successful were that easy, don’t you think everyone would do it?   Here are some awesome quotes that were shared at the Closing Table Mastermind.

“Your goal has to be greater than the comfort for getting there”

“Remember how you are going to feel tomorrow”

“Having not enough time is a fucking excuse”

“I didn’t come this far to only come this far”

All of these quotes are now on my wall. The truth is that the majority of people reading this post will not have the guts to do what it requires to really push the needle.  Hey, if you are cool being average then go ahead and keep doing what you are doing.   If your desire to reach your goals exceeds the uncomfortableness of getting there, now we’re talking.  In other words, if the desire of getting to the top of your game is present, you will find a way of getting there no matter how hard it is.

This is currently a situation I’m LIVING right now.  I just moved my family across the country without a job leaving a very good paying career to follow my gut.

Why?

Because I’ve been fucking uncomfortable for 3 years and am willing to do whatever it takes to reach my goals I set. It’s very stressful, but my goals are greater than the stress of reaching them. Fuck being comfortable!  

Takeaway #3- Focus On Enhancing Your Client’s Experience.

YES, there is a HUGE paradigm shift occurring and you better get your head out the sand and open your eyes to what’s happening in the market. The public doesn’t necessarily have the highest praise for real estate agents.

WHY?

1. The public thinks we’re fucking lazy.
2. The public thinks our communication is horrendous.
3. The public thinks we are a necessary evil to buying or selling real estate.
4. The public thinks we charge too much.
5. The public thinks we suck in general.
6. 9 times out of 10 the public is right.

Hey don’t shoot the messenger, I’m on your side.  However, the truth is that if we accept the current status quo to the level of service the industry provides we are all fucked. For example, popping a sign in the yard and putting your listing in the MLS is NOT a marketing plan.  Isn’t that what a flat fee brokerage pretty much does?

Kent Clothier, another one of the speakers at the Closing Table Mastermind brought up some great points.  Kent runs one of the largest real estate investor training companies in the United States.  Although Kent concentrates more in the investor space than Realtor space, the way he runs his business is no different.

Kent created a consumer experience second to none in his space. He created an experience to investing in real estate that none of his competitors have.  It’s very simple if you think about it.  People will pay more for an experience they seek.  This is why there are places you can get your haircut for $15 and others for $99.  Both will cut your hair, but the more expensive hair cut comes with an experience.

Price is only an objection to your real estate business when your service lacks value.

“Count on your competition’s mediocrity”-Kent Clothier

I heard one of my favorite quotes the other day that is so true.  People don’t care what you do for them, they care about how you make them feel. One of the last things Realtors still have control of is the consumer experience.  As a matter of fact, I would go on to say that enhancing the consumer experience is exactly how we compete against Zillow, Purple Bricks, Red Fin, and all the rest of the technologies companies that are trying to take us out of business.

YES, they are coming for us.

If you don’t think there are large technology companies trying to cut Realtors out of the equation, you are in denial. It’s happening and happening fast! The one way we can compete against them is through enhancing the experience because that’s exactly what they can’t control.  Sure, Silicon Valley can gather a bunch of inaccurate information and outspend us online, but they cannot help buyers and sellers make a better financial decision through automation.  They may disguise their service as a “cost savings”, but we all know it’s BS.  A good agent helps their clients make good decisions.

A good agent understands the value they bring to the table.  If your involvement in a real estate transaction DOES NOT create a better experience and financial decision for the client, you need to go back to drawing table and start getting very uncomfortable very fast.

Takeaway #4- Find Other Income Streams/Verticals

A true business person finds multiple streams of income in their business.  In real estate, we often find ourselves blind to this.  The truth is that there are multiple verticals for real estate agents to maximize their income potential.  This was about the time I started to feel like the dumbest guy in the room, but that’s the kind of room I want to be in. It felt really uncomfortable and I liked it.  That’s what Closing Table Mastermind is all about.

Meet Daron Campbell, a real estate broker and investor who has sold over a BILLION dollars in real estate.  Here’s a guy who absolutely killed it as a real estate agent making his investors boatloads of returns until he finally just became the investor.  He was making everyone else rich except himself.  He repositioned his business and is now doing things he would never have been capable of if he didn’t start thinking outside the box.

Real estate agents comes across some of the best deals out there, but so many are not investors themselves.  Daron capitalized on the opportunity and now creates real estate investments as a principle partner in very creative ways!

Mike Bjorkman, from Santa Clarita, CA owns a property management company that manages over 700 doors.  The property management company is a HUGE additional income stream that feeds his real estate business.  I’m sure starting the property management company was very tough and uncomfortable for Mike, but right now his entire business is recession proof.

The co-creators of the Closing Table Mastermind, Sam Khorramian and Oliver Graf, own Americas fastest growing real estate brokerage Big Block Realty. They got there by doing the complete opposite of what traditional brokerages do.  I remember meeting Sam for the first time in another mastermind in 2010.  I still recall him standing up in the middle of the room and telling everyone he was going to start a 100% real estate brokerage in 2010.  I mean who the hell was trying to open a brokerage back then? We thought he was nuts, but he knew what he was doing the entire time.  Big Block Realty hit #26 on the Inc 500 in 2016 and #31 in 2017! They developed several income streams for their brokerage that 99% of other companies never thought about.

I would love to list all of the various ideas we discussed over the 3 days we were together, but if you really want to hear them all, get very uncomfortable and come attend the next Closing Table Mastermind. Feel free to message me and I’ll put you in touch with the people who run Closing Table Mastermind.

The point here is that you should always be looking for additional opportunities of income streams within your business. For some of you that might involve starting a cleaning company to assist your clients and others, it may be starting marketing company to support your own agents as a broker owner.  Follow your gut!

In Closing

The Closing Table Mastermind was a wild experience.  Minds were blown and lives were changed.  My best advice for you reading this is the following;

1. Define your service in a way that nobody else is and focus on what makes you different.
2. Then do whatever it takes to implement that idea in your business.
3. Make sure it caters around the client experience.
4. Look at every aspect of your business as a potential additional income generating opportunity.
5. Get off your ass and look into attending the next Closing Table Mastemind.

Using video is great, but if nobody watches them,  then what’s the point of filming them in the first place?

If you’re going to commit to using real estate videos as part of your marketing strategy, then you need to have a video distribution plan in place so you can get the most mileage out of them!

In this post I want to share with you my video distribution checklist.

Video is a brand building activity.  Yes, you can get leads from your  real estate videos, but it’s a brand building activity. Video marketing is about playing the long game and using video as a strategy to attract and convert more clients.

You might also want to check out this article: 5 types of real estate videos to create.

Let’s go through what we do after each video we create.

Video Distribution Strategy-Marketing Your Database

The first thing I want to do with my real estate videos is get them distributed to my database as fast as possible.  Using video to market your database is a very powerful referral generating activity because it keeps you top of mind.

Step 1- Post On Your Social Media Platforms

Video builds your brand because of its impact with viewers.  It leaves a longer lasting impression when compared to other communication channels. 

Marketing your database successfully for referrals is all about being remembered and maintaining top of mind brand awareness.  It’s about associating your brand with the term “real estate”. When this is accomplished you will begin receiving more referrals.

WHY?

Simple.  10-15% of the people in your database are moving this year. Reminding them what you do for a living increases your chances of receiving their direct business.

More importantly EVERY single one of them knows someone who could use your services this year.  Video’s impact creates a higher top of mind brand awareness making it easier for you to be “remembered” at the time a referral opportunity arises. 

It’s really that simple.

I like providing case studies with everything I write about to put it into context. This Realtor did a 30 second real estate video about her services. She used green screen editing to jazz it up a bit so it wasn’t a boring talking head video. 

She received 3 referrals in a 24 hour period last I checked.

Why did it work?

Simple 100% of the people she knows know’s someone who is moving this year.   She just popped up in the right place at the right time.  This is literally mathematical. It was her real estate videos impact that created the engagement, which created the referrals.

Here are two more example from two more agents.  I told them the same statistics. 14.19% of your network is moving, but 100% of them knows someone they can refer you to. So they did a little test on their timelines.

Over 90% of the replies was YES, I know someone moving this year.

Here’s another one…

The exact same results occurred right here.  The business is right in front of you if you open your eyes! Using real estate videos creates a larger impact allowing you to stand out because 90% of your competitors are not!

Step 2: Email Your Video To Your Database

Once you have your video on all of your social media platforms, you can now send your database the video via email.  Currently we use a service called BombBomb(we have integrated inside Attracktor) to do this, but there are many video email platforms out there. Regardless of which service you use, just start using video email for ALL email marketing efforts!

It’s proven that video email has higher open and engagement rates, which in English means more people see your real estate videos. People don’t want your “Turn back the clock” spammy emails. If the content you create is entertaining and informative, your database starts to look forward to seeing your content.

The goal with your video is to remind people what you do for a living without being a cheesy sales person. The video increases your open rates while at the same time allow you to humanize your brand.  Video connects much better than just plain text and that’s why it works. It’s about connecting with people.

Step 3:Post Your Videos on Your Website

Making real estate videos is a long term strategy.  Each video you create should go on your website. It will live there forever.

My old website, www.ChicagoRealEstateDude.com, has a video on every page.  The reason I did this was because I wanted to give people an idea of who I am.  I know that video connects much better with someone than anything else.  I want people to feel comfortable calling me. Buyers and sellers would call me direct from my website because we connected. It’s job is to warm people up and break down all sales barriers.

Don’t you want to know the personality type of the person you will be doing business with? Of course you do which is what video does for you. Make sure there’s a spot for all your real estate videos to be placed on your website.

What did you think?

Help us get the word out by sharing this post at the top or bottom of this page!  If you have any questions just post a comment and we’ll get back to you!

What the hell is going on in the real estate brokerage industry?

There are all kinds of new brokerage concepts popping up around the country.  You see 100% models, profit sharing models, and even a mixture of both.  The future of real estate brokerage is changing fast!

My Prediction: The traditional split arrangement between a broker and their agents is going to go extinct…

UNLESS…

There is massive value given to agents from brokerage in terms of training, leads, business, or something else along those lines.

Let me also define massive value:  Printing up flyers and buying the first 200 business cards is not value. I’m talking about real in depth support like running Facebook ads campaigns for agents, handling their listing marketing, or even running several other lead generation activities for them.

Support needs to be defined as activities that lead to an increase in agent production.

If brokers do not adjust and start providing massive value to their agents, they are at risk losing many of them as more Realtors begin to understand their options.

“BUT MY COMPANY NAME IS… AND WE HAVE BEEN AROUND FOR 99 YEARS… OUR MARKET SHARE IS AMAZING!”

Nobody gives a crap.

 If this were true, some real estate dude dressed in a t-shirt and jeans, like myself, couldn’t go up against some of the top agents and blow them away with my marketing presentation.  I get hired because I bring value to the table and position myself as a marketer, not a Realtor who is going to pop a home on the MLS and put a sign in the yard. I’ve been to 9 real estate brokerages in my career. I still don’t know what the difference was at any of them other than culture.

It was reported than only 2% of consumers chose their agent because of the brand they are affiliated with.

Consumers don’t choose the brand, they choose the agent.  The brand has nothing to do with the transaction other than cash the check and keep a certain percentage of it, do they? It’s the agents interaction and expertise that create consumer satisfaction, not the brand.

Why Is Real Estate Brokerage Changing?

Everything has gone online. This has changed the consumer buying and selling habits. Previously a real estate brokerage controlled access to information about properties for sale. They used to be the consumer’s first stop.

The way real estate is bought and sold has changed dramatically in the last 15+ years. It was not long ago when consumers needed a real estate agent to obtain information on the buying and selling process.

In today’s world that information can easily be accessed by turning on your computer and logging onto Zillow, Trulia, Red Fin, Realtor.com, and other property search related websites.

In other words consumers used to visit the real estate brokerage first when inquiring about buying or selling a property. Now they log online.

It’s because of this that consumers used to think their local real estate office on the corner with the most signs in the neighborhood was the best option.  The brand an agent was with used to matter to the consumer, hence the value the brokerage brought to the agent.

Not anymore! Real estate brokerages has lost their leverage.

Agents Needs Have Changed

Since everything is now done online in terms of information gathering from a consumers perspective, this has shifted the way agents do business.

Realtors need things today from their real estate brokerage that they didn’t 15 years ago. Most of the things Realtors want seem to centralize around marketing. I get thousands of agents who read my content each month so I have a very good idea of what they are looking for. Here’s a short list:

Facebook ads

Online marketing

Squeeze pages, branding

Blogging help

Video

Systems to market business

None of these were agent “needs” 15 years ago because they didn’t exist, but right now knowledge of these tools and their application are crucial to an agent’s success.

What Do Agents Really Want From Their Brokers?

The #1 Answer was valuable training…

The #2 answer was support!

Agents are looking for leadership in these two areas because things have changed so quickly and they have not kept up with it.  They are turning to offices who offer more support, take less commission, and have leadership in these areas.

Pattern Interrupters

I did a podcast with a friend of mine the other day who owns the #26 ranked company in the Inc 500, Big Block Realty out of San Diego.

He said something that stuck with me.

“We are not a real estate brokerage, we are a Realtor customer  service department”

He’s grown to roughly 550 agents in about 5 years! They have a unique 100% concept that nobody took seriously when they started, but I think they had the last laugh. Big Block Realty took a concept and ran with it when no one at the time was even thinking about opening a brokerage. They started this company in one of the worst real estate markets of all time!

If you want to listen to that episode you can check it out below:

How An Independent Brokerage Grew To 500 Agents & #26 On The Inc. 500 In Less Than 5 Years

Another company I’ve been watching grow at record pace is EXP Realty.  Their concept is very unique and they tout themselves as the Agent owned cloud based brokerage.  They cap their agents at 100% after a certain volume is reached and offer their agents recruiting bonuses that extend 7 levels deep that are very lucrative.

All of their agents get great tech support with systems like Kunversion and now Commissions Inc.  Their leadership went out and put in place what agents wanted so they could better serve them and it looks like it’s working. They are recruiting like crazy.

They created another way for an agent to eventually retire and receive a residual income. They don’t necessarily have brick and mortar office space, but instead use a cloud based virtual reality like setting that’s very cool.

Cooperative USA is a national company who affiliates with real estate offices giving them the support, technology, and tools a national franchise would, but for a fraction of the cost.

They are out to “unfranchise” America!  They have a very interesting business model and are able to give real estate offices a much less expensive alternative to franchising.  They fill a very important void in the industry and that’s why they have grown exponentially in just a year.

 All of these models are redefining real estate brokerage in America.  I am confident this is the future of real estate brokerage.

What’s Next…

We will see over the next decade of what’s in store for the traditional real estate brokerage split model, but there is no doubt a paradigm shift occurring.

We’ve seen this play out in a couple different industries.

Blockbuster vs.Netflix 

Taxi’s vs. UBER

The hotel industry vs. Air BNB.

CarMax vs. The Used Car Dealerships

Don’t get scared if you own a real estate brokerage, take advantage of the opportunity. It’s times like these when millions are made because of the opportunity.

There will remain several factors that make a strong real estate brokerage that I don’t think will ever change.

Culture– Realtors still look for a real estate brokerage with a strong culture.  They want to be around people they like.

Leadership– Realtors want a real estate brokerage with someone who is leading the way.

Here are some additional articles you may want to read:

What’s The Best Real Estate Company To Work For

The Top Real Estate Marketing Tools To Share With Your Agents

Stop Recruiting Agents & Start Attracting Them

I don’t know the right answer right now, but I do know that you gotta do a lot more to earn your split today.

Do you have a real estate marketing dude in your office?  Here’s why you should get one….

Real estate video marketing is a great way to set yourself apart from your competition, but it’s not going to make you rich overnight. This is the reason you need to know what kind of videos to create because a good real estate video marketing campaign will build your brand over time more effectively than any other marketing channel.

Real estate video marketing humanizes your brand and allows the public to determine whether or not they would like doing business with you. What other way can you think of marketing your brand that allows people to size you up?

With video consumers are able to see if they could imagine doing business with you. Ultimately, people want to do business with Realtors they like and TRUST.

I want to give you 5 real estate marketing ideas you can implement in your business within the next quarter. If you implemented a variation of these videos into your marketing activities you will never run short of finding content to create videos on.

Your About Video

Your about video is the very first real estate video I recommend shooting. It’s job is to humanize your brand to your database and a cold audience so can decide if they can relate to you or not.

This real estate marketing video should be your story of why you do what you do.  It SHOULD NOT BE is a brag reel.

People don’t care about how long you been in the business, how many houses you sold, or anything other than if they can relate to you.  

Some of the questions you want to answer in this video are as follows:

Why do you do what you do?

How did you get into real estate?

What’s your favorite part of being in real estate?

You want to place this video in the following places:

You Tube Trailer

Linked In Profile

Your Website

Your Email Signature

Zillow, Trulia, Realtor.com, & Homes.com if they allow

Listing Videos