HOW A VIRAL VIDEO TRANSFORMED A COUPLE’S REAL ESTATE MARKETING
Darren and Kat got started with video marketing when they were competing for a listing for a beautiful home that needed to be marketed in a very special way. They recognized that there could be potential buyers from overseas, and they needed to be able to provide a tour without the buyers being physically there. This prompted them to create a video for the property, which was their first video, and they worked with a local producer who was just starting out. They grew together and made mistakes, but they learned and improved their videos every day. The success of their first video, which generated over a hundred thousand views in four days and went viral, was the driving force behind their decision to create videos for all their properties. Darren recalls, “Our video generated over a hundred thousand views in four days. It went viral, and we had a little over 11,000 requests to our landing page. And that transformed into a little over 122 showings in four days. It was just viral. We had 15 offers, sold significantly over asking, and the buyer never saw the property [in person].” With this initial success, they recognized that video marketing was a fresh take on the real estate market, and they wanted to give it to everybody. They stuck with it and were driven by the reaction of the public. Now they continue to create videos for each listing, and also for local charities every year.
How This Realtor Duo Became Natural On-Camera LIGHTS, CAMERA, ACTION:
Kat and Darren's strategy for being natural on camera involves knowing their lines and focusing on the important highlights of the home. Kat wrote all the scripts when they first started, but now they don't obsess over the verbiage and instead focus on their intentions. Kat is a natural on camera and hits her lines every time, while Darren is not as good and often needs multiple cuts. They also emphasize the importance of having fun and enjoying the process of creating videos, despite the hard work and long hours that go into it. They continue to strive to improve their videos and believe there is always room for growth. Overall, their strategy involves being prepared, staying focused, and enjoying the process of creating videos while constantly striving to improve.
LISTEN TO THE FULL INTERVIEW WITH KAT & DARREN
SMART AGENTS | 45
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