Here's how one real estate team used a You Tube video to generate $800K in short sale listings

Real Estate Agent with Datamar, Inc. / Homestead Data

There's no doubt that You Tube is a mass medium with over 35 hours of video being uploaded every minute. You Tube is "always on" and you can watch just about anythin imaginable on demand, it's free, and you can watch it anywhere. In today's fragmented media, younger home buyers and sellers aren't flipping through the newspaper or watching television, they are zipping through cyberspace and congregating on You Tube, where you as the agent can communicate with them on their own turf. 

I view my job as a conduit of information, on what has worked - and what hasn't worked - for other agents when marketing to homeowners in pre foreclosure. Take a look at this You Tube video that has generated $800K in short sale listings after mentioning the link in the P.S. of a direct mail letter. Take a peak: 

The viewer is guided along nicely with the question and answer format of this video. The interview format breaks up the monotony of just one person talking. But what more is this duo establishes trust and credibility by educating distressed homeowners on all of their options, including but not limited to a short sale. The clip is more advisory and less a sales pitch to get the homeowner to list their home with this team. Homeowners that are headed for foreclosure want answers, they don't want a sales pitch.

This video is also a testament to how direct mail and online marketing can work together to experience synergy. In this case, the mail piece doesn't ask the homeowner to list their home with an agent, it merely asks them to get acquainted with terms that may be unfamiliar to them but are very relevent to them as a distressed homeowner. 

Unless you own a piano-playing cat or a sneezing baby panda, your video may not go viral and get millions of hits. But it can put more real estate signs in the ground.


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Brandon Volpe

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