The realtors at the San Juan Islands office of Coldwell Banker realize that for their target audience, knowledge of the local environment and community is paramount. They also know that sometimes building a sense of community is a much more effective sales tool than showcasing individual properties.
The realtors put together a “no-frills” video (see it above) with just enough local color to make the agents come across as genuine people — as your neighbours, as people you can trust and who are members of the community in which they operate.
The fact that the realtors are clearly having fun with this video puts the viewer instantly at ease. There are no high-pressure sales tactics, and the folksiness of the video probably speaks volumes about the lifestyle available in Coldwell Banker’s San Juan Islands target market. Overall, this video is very effective in building a sense of trust and community — both invaluable attributes in any realtor’s marketing strategy.
2. Selling The Sizzle, Not the Steak
Many typical realtor videos feature camera pans on various features of the properties, focusing on things like the kitchen appliances, bathroom fixtures, and so on.
Realtor Ian Adams from Neo Property in Australia turns that concept on its ear, using broadcast quality cinematography, attractive actors, and movie-style plot devices to draw the viewers into the scene. It showcases the benefits of the property as opposed to its features. See for yourself in the video above — as long as you’re not offended by artistic shots of an exposed derrière.
Did you watch this video right to the end? Can you say the same for other, more traditional realtor videos you’ve seen on YouTube? Clearly, this realtor realizes that particularly for the luxury market to which this video is targeted, seeing the benefits of a home in use is far more effective than highlighting a laundry list of features.
3. Adding Value and Providing Information
John Rice — a realtor in Lexington, Kentucky — takes a unique approach to selling houses in his community. He uses YouTube videos to show prospective buyers other neighborhoods in the city so that his clients can get a sense of what it’s going to be like living in that community.
This tactic is particularly effective for out-of-town buyers, as John suggests in the video above, or even for existing residents who may not be familiar with other neighborhoods throughout the city. Rice is not so focused on selling the individual properties as he is on instilling a sense of history, place, and belonging for his target audience.
This “bigger picture” perspective reiterates the idea that successful realtors are more concerned with finding their clients the right places to live as opposed to the right houses to buy.
Have you seen any great examples of realtors using YouTube creatively? Maybe you’re a realtor and have a great example of your own. Let us know in the comments below.