September is Marketing and Branding Month at Inman. Meaning we’re speaking to the chief advertising and marketing 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 and marketing on digital portals. And we’re what pages of the standard advertising and marketing 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 could not even understand they’re watching a bit of actual property advertising and marketing till a couple of minutes into the video.
Some actual property brokers have taken their video advertising and marketing to the following stage by producing MTV-worthy music movies, and even commissioning musicians to create authentic works to assist promote particular properties.
“It’s very aggressive, this enterprise,” Tim Allen, staff chief of Tim Allen Properties at Coldwell Banker, advised Inman. “It’s aggressive agent to agent, but additionally for sellers and getting their merchandise seen, as a result of on-line, it’s worse than spam. So if you happen to’re going to place one thing on-line, you’ll want to ensure it’s partaking and memorable.”
With a view to differentiate his listings from the remainder, Allen employed Billy Schmidt as his advertising and marketing director a couple of 12 months in the past, and since then, his advertising and marketing movies have been making waves.
Schmidt, whose various background contains 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 staff 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 authentic 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 sometimes make appearances in them too, together with different members of Allen’s staff.
“My thought course of behind doing these kind of movies is to promote the life-style,” Schmidt advised Inman. “I believe that’s been performed a whole lot of instances, 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 route I needed 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 mentioned. A latest video posted on Facebook advertising and marketing a $32.95 million house in Pebble Seashore, California, presently has 29,000 views, in addition to dozens of feedback and interactions. “The engagement, the loyalty, the individuals who observe us is a lot better with that type of content material than us simply hitting them with new listings and solds on daily basis. 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 wonderful line between making a intelligent itemizing video and one which is likely to be 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 range extensively from stylish to playful to irreverent.
Smith made a splash final 12 months when his staff rewrote the lyrics to “Educate Me How To Dougie” by Cali Swag District with a view 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.
“Throughout the first 4 days of that [film release] I believe we had like 3 million views, and we had over 50 native, nationwide and even worldwide media sources decide it up,” Smith advised Inman. “And what was nice is, we had brokers and other people from all around the U.S. saying, ‘That was unbelievable, and due to that, I do know all about your own home.’”
Rapidly after Smith began getting extra artistic 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 the USA that may really have interaction within the feedback,” Smith mentioned. “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 artistic or unorthodox (like this latest film that includes an unconventional household dynamic throughout quarantine) is step one for Smith to generate vitality round an inventory. The second step is getting that content material in entrance of the appropriate 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 just lately employed contestants from So You Assume You Can Dance to carry out in this video, which additionally options authentic 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 appropriate eyeballs or the unsuitable eyeballs, we wish vitality,” Smith advised Inman. “And social forex creates vitality.”
Smith mentioned he and his staff are continually brainstorming concepts to make use of of their subsequent modern movie — it’s nearly discovering the appropriate property to make use of them on.
Though Smith mentioned his eye-catching advertising and marketing techniques have earned him consideration from producers of reveals like “Million Dollar Listing,” he’d somewhat hold the deal with his properties, not himself.
“I don’t actually need to grow to be a star,” Smith mentioned. “I need my properties to be the main focus of consideration.” He added that he has six full-time, salaried advertising and marketing individuals on his staff as a result of “on the finish of the day, it’s all about my sellers — getting them the very best worth, finest phrases and largest outreach on their home.”
There are some brokers on the market who’re actually pushing boundaries with their music video advertising and marketing 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, staff chief of The Pittman Group 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 usually created songs for Cartoon Community’s “Lego Ninjago” tv present for about eight years.)
At some point 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 type 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 Houses” 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 together with the tune. “Realtors,” a tune that parodies “Regulate” by Warren G, was made in 2016 and in addition collaborated on with Inexperienced. Each music movies have acquired about 50,000 views on YouTube.
“I believe they’ve grown my enterprise exponentially,” Pittman mentioned of the music videos, which value about $5,000 every to provide. “I do a whole lot of my enterprise simply based mostly on my sphere of affect and referrals, so for me, it undoubtedly secured that spot with a whole lot of my pals, household and the people who know me. Some individuals that won’t know me, doubtlessly could possibly be like, ‘This man’s nuts, there’s no manner in heck I’m going to make use of him as my Realtor.’ However for essentially the most half, I might say it actually has been very, very useful to my enterprise.”
“Sellin Houses” specifically, has some components 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, for example, 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 way in which. He additionally acquired a number of the extra racy components of each movies cleared by his then-broker and actual property board prematurely to verify they wouldn’t get him into scorching water — nonetheless, in at this time’s period of #MeToo, it’s laborious to see anybody condoning a video that makes mild of unsolicited touching or kissing.
“I type of kicked backwards and forwards the concept of like, I is likely to be offending some individuals with this video, so I undoubtedly walked a wonderful line there,” Pittman mentioned. “However I assumed to myself, ‘hey, this video’s completely tongue-in-cheek, goofy humor.’ In the event you 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 most likely a very good likelihood that we’re not going to vibe in any case.”
Though he didn’t reveal particulars, Pittman mentioned one other parody music video can be coming quickly.
“These movies are simply type of an actual enjoyable manner for us to have the most effective of each worlds — be capable of play music and have enjoyable and simply do our factor,” he mentioned.
And, finally, get extra leads within the course of.