September is Marketing and Branding Month at Inman. Meaning we’re speaking to the chief advertising officers at main brokerages about how the pandemic is altering their jobs and what it means for brokers. We’re publishing a collection of tactical Inman Handbooks for advertising on digital portals. And we’re taking a look at what pages of the normal advertising playbook nonetheless work. Be a part of us all month lengthy.
Manufacturing high quality on real estate listing videos has made progress by leaps and bounds lately. A lot so, that the informal viewer might not even understand they’re watching a bit of actual property advertising till a couple of minutes into the video.
Some actual property brokers have taken their video advertising to the following degree by producing MTV-worthy music movies, and even commissioning musicians to create unique works to assist promote particular properties.
“It’s very aggressive, this enterprise,” Tim Allen, group chief of Tim Allen Properties at Coldwell Banker, advised Inman. “It’s aggressive agent to agent, but in addition for sellers and getting their merchandise seen, as a result of on-line, it’s worse than spam. So in the event you’re going to place one thing on-line, it’s essential to make sure that it’s partaking and memorable.”
With the intention to differentiate his listings from the remaining, Allen employed Billy Schmidt as his advertising director a few 12 months in the past, and since then, his advertising movies have been making waves.
Schmidt, whose numerous background consists of work each touring as a musician and main video manufacturing at iHeartMedia, has created a number of of what he and Allen name “music life-style movies” to advertise Allen’s properties. Allen, Schmidt and the group first “try to perceive the property, what makes it particular,” after which Schmidt takes it away by envisioning a narrative for the video, taking pictures, finishing all modifying and post-production and even composing unique songs to accompany the movies.
Schmidt and his spouse Rachel DuVall-Schmidt make up new indie folks band The Whiskey Wasps and collectively the duo compose and carry out the music for Allen’s movies, and infrequently make appearances in them too, together with different members of Allen’s group.
“My thought course of behind doing these sort of movies is to promote the life-style,” Schmidt advised Inman. “I feel that’s been completed a number of occasions, however making a really feel and a bit of content material that you’d need to watch simply purely for the leisure worth was actually the place … That was the path I wished to go.”
Schmidt added that the standard and leisure worth of the productions has been mirrored within the loyalty of their followers.
“We put them on our Instagram and Facebook, and get tons of views and hits on there. Individuals love them,” Schmidt stated. A current video posted on Facebook advertising a $32.95 million dwelling in Pebble Seaside, California, at the moment has 29,000 views, in addition to dozens of feedback and interactions. “The engagement, the loyalty, the individuals who comply with us is significantly better with that sort of content material than us simply hitting them with new listings and solds daily. They really feel like following us as a result of they get pleasure from what we’re posting. That’s far more efficient than simply sticking to enterprise on a regular basis.”
Though there’s a tremendous line between making a intelligent itemizing video and one which is perhaps perceived as pushing too many boundaries, some brokers like Tim Smith, chief of the Tim Smith Group at Coldwell Banker, have toed the road with success.
Whereas the standard of Smith’s movies are of a constant caliber — he has an in-house manufacturing firm that additionally creates movies for companies in different industries — the tone of the movies can fluctuate broadly from stylish to playful to irreverent.
Smith made a splash final 12 months when his group rewrote the lyrics to “Educate Me How To Dougie” by Cali Swag District to be able to market a waterfront property. By swapping out “dougie” with “Duffy,” Smith made the music video focus on Duffy-branded electrical boats that finally introduced the viewer to the sting of the property on the market by the tip of the movie, which value practically $50,000 to provide. The video additionally featured Cali Swag District members Smoove da Basic and OFB Yung.
“Inside the first 4 days of that [film release] I feel we had like 3 million views, and we had over 50 native, nationwide and even worldwide media sources choose it up,” Smith advised Inman. “And what was nice is, we had brokers and folks from everywhere in the U.S. saying, ‘That was implausible, and due to that, I do know all about your home.’”
Shortly after Smith began getting extra inventive along with his movies, he seen a direct correlation between the catchiness of his movies and the response amongst different actual property brokers.
“The higher the movie, the extra brokers, all through California and all through america that may truly interact within the feedback,” Smith stated. “So the movie isn’t just to get to the consumers, the movie is definitely to get to the brokers.”
Creating content material that’s extra inventive or unorthodox (like this current film that includes an unconventional household dynamic throughout quarantine) is step one for Smith to generate power round an inventory. The second step is getting that content material in entrance of the proper individuals.
A method Smith does that’s by typically enlisting social media influencers or different well-known creatives to carry out in his movies (he lately employed contestants from So You Assume You Can Dance to carry out in this video, which additionally options unique music), after which having them share the movies on their very own social channels on the time of its launch.
“Something we are able to do to spice up the launch, whether or not it’s the proper eyeballs or the unsuitable eyeballs, we would like power,” Smith advised Inman. “And social foreign money creates power.”
Smith stated he and his group are continually brainstorming concepts to make use of of their subsequent modern movie — it’s nearly discovering the proper property to make use of them on.
Though Smith stated his eye-catching advertising ways have earned him consideration from producers of exhibits like “Million Dollar Listing,” he’d reasonably preserve the deal with his properties, not himself.
“I don’t actually need to change into a star,” Smith stated. “I would like my properties to be the main target of consideration.” He added that he has six full-time, salaried advertising individuals on his group as a result of “on the finish of the day, it’s all about my sellers — getting them the very best worth, greatest phrases and largest outreach on their home.”
There are some brokers on the market who’re actually pushing boundaries with their music video advertising content material — all within the identify of promoting properties.
“They’re a ton of enjoyable to make, and I get pleasure from doing it, so my thought on the method is like, hey, what’s the worst that’s going to occur?” Matt Pittman, group chief of The Pittman Crew at Keller Williams, advised Inman. “Let’s say these movies are a whole flop — we nonetheless had an superior time.”
Pittman is referring to “Sellin Homes” and “Realtors,” two rap music movies he made just a few years in the past with a band he’s a member of known as The Fold. (The Fold has additionally repeatedly created songs for Cartoon Community’s “Lego Ninjago” tv present for about eight years.)
In the future Pittman’s dealer advised him about an app that auto-tuned an individual’s voice. When his dealer was subsequently having a nasty day, Pittman determined to make a humorous auto-tuned recording to cheer him up. After his dealer dubbed Pittman a “actual property rap artist,” inspiration struck.
“Rapidly, a lightweight bulb went off in my head, and I’m like, holy cow, this might sort of be one thing humorous,” Pittman advised Inman. “Why don’t you simply write the lyrics, write the music after which go from there?”
Pittman and his bandmates Dan and George Castady met up and began “vibe-ing,” and initially created “Sellin Properties” in 2012, which pokes enjoyable on the ‘laborious core’ nature of a Realtor’s enterprise. Then, they enlisted former bandmate Aaron Inexperienced, who’s now a videographer, to create the “ridiculous” music video to go along with the tune. “Realtors,” a tune that parodies “Regulate” by Warren G, was made in 2016 and likewise collaborated on with Inexperienced. Each music movies have acquired about 50,000 views on YouTube.
“I feel they’ve grown my enterprise exponentially,” Pittman stated of the music videos, which value about $5,000 every to provide. “I do a number of my enterprise simply primarily based on my sphere of affect and referrals, so for me, it undoubtedly secured that spot with a number of my associates, household and the people who know me. Some individuals that won’t know me, probably might be like, ‘This man’s nuts, there’s no approach in heck I’m going to make use of him as my Realtor.’ However for probably the most half, I might say it actually has been very, very useful to my enterprise.”
“Sellin Properties” particularly, has some elements that Pittman says have been off-putting to a sure demographic of older Realtors who thinks it places the business in a nasty mild. At one level within the video, as an illustration, Pittman grabs a feminine workplace employee and kisses her on the mouth. However, Pittman maintains that if he was going to make the video in any respect, he felt he needed to go all the best way. He additionally acquired among the extra racy elements of each movies cleared by his then-broker and actual property board prematurely to ensure they wouldn’t get him into scorching water — nevertheless, in at the moment’s period of #MeToo, it’s laborious to see anybody condoning a video that makes mild of unsolicited touching or kissing.
“I sort of kicked forwards and backwards the thought of like, I is perhaps offending some individuals with this video, so I undoubtedly walked a tremendous line there,” Pittman stated. “However I assumed to myself, ‘hey, this video’s completely tongue-in-cheek, goofy humor.’ For those who see this video and you actually are like, ‘Oh I hate this man, I’m by no means going to work with him,’ there’s in all probability an excellent likelihood that we’re not going to vibe in any case.”
Though he didn’t reveal particulars, Pittman stated one other parody music video will probably be coming quickly.
“These movies are simply sort of an actual enjoyable approach for us to have the most effective of each worlds — be capable of play music and have enjoyable and simply do our factor,” he stated.
And, finally, get extra leads within the course of.