Be The Community Expert
Consider this. You are in the market for a new home. Like over 90% of consumers you start your search online.
You quickly realize – you will need some help. You have narrowed down your search to subdivisions or communities that are in your child’s school district and in close proximity to your job. You are not familiar with all the neighborhoods at this point so working with a real estate agent or REALTOR® makes perfect sense.
Given the scenario above, would you prefer to work with a real estate agent that works the general area you want to buy in (Chandler, Gilbert, Mesa, Tempe) or an agent that works the subdivision you want to buy in (Val Vista Lakes, Ocotillo, Clemente Ranch, Dc Ranch)?
If you are like me, you would select the agent that knows the most about the subdivisions you are interested in. Builders, market trends, things to do, floor plans, lot sizes, lifestyle, etc. But how do you find someone like that? Even better – how can you, the real estate agent, be seen as the expert? How can you have buyers coming to you? Asking for your help?
The answer – Community Videos.
She Found It
The house I live in now – my wife found it. We lived in an adjacent community, but she (the wife) always, unbenounced to me, wanted to live in the gated community we now call home. It was on the way to the grocery store. A store she visited at least 2 times per week. On her way to the store, if the gate was open in the community we now live in, she would drive in. She did this over and over again until one day she drove through, found an exclusive listing, ran home, told me to “get in the car” and here we are 8 years later.
Google Is Your Friend
Today, consumers don’t need to drive a subdivision. They can simply Google it. (Fellas, ask your wife what community she wants to live in next – I bet she knows) And this is a great way for you to get found online. While Zillow, Trulia and Realtor dot com are sure to take up the 1st page of Google for homes for sale, there is a way you can leapfrog them and get the attention of consumers most interested in the communities you market – with a community video. Below are 2 community videos, one by Amy Jones and the other by Becky Kolb of RE/MAX Infinity. Both are for the master planned, active adult community of Sun lakes in Sun Lakes Arizona.
Amy Jones RE/MAX Infinity
Becky Kolb RE/MAX Infinity
Personal Branding
Community videos are what I call “stealth marketing”. Community videos are excellent for tying your personal brand to the community. If done correctly, the residents of the community will identify with the video and share it with their friends and family, further extending the reach and personal brand of the real estate agent. From the videos above you can certainly tell that both Amy and Becky know this community like the back of their hand. Note: YOU MUST BE IN THE VIDEO! Video is very powerful for building trust. Check to the many benefits of using video in real estate
Some Suggestions
The best community videos will be an advertisement for the community, not the real estate agent. They will also be professional. By “professional” I mean, not a shaky video of a real estate agent holding their iPhone or iPad as they drive a community. Some great options include story board, like the 2 videos above, or voiceover narration. NAR reports 73% of sellers would list with a real estate agent that would use video to market their property. You can learn HOW TO in the Video For Real Estate Agents course, the definitive guide to use video in real estate
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