Use Video to Think (and Dance) Outside the Digital Marketing Box — RISMedia |

For Randy Baruh, head of The Baruh Team at the Corcoran Group, a terrific video advertising technique entertains viewers whereas selling the enterprise and listings. This philosophy is clearly working effectively for him. Baruh boasts greater than 94,000 TikTok followers, and his YouTube movies sometimes high 30,000 views.
“Every single medium presents a possibility to create a brand-new artwork kind, and we’re utilizing these artwork varieties to promote our enterprise,” he says.
According to the New York dealer, his method to advertising not solely reveals prospects how he thinks exterior the field, nevertheless it’s additionally a enjoyable manner to specific his creativity.
“I’ve been in the enterprise now for 21 years, and I’m all the time making an attempt to enhance, and I’m all the time making an attempt to be taught new issues and develop to serve my purchasers higher,” Baruh says, including that he’s embracing new mediums to increase his model’s attain and attraction.
Baruh says selling listings by means of TikTok and YouTube have helped expose his model to a broader viewers whereas additionally establishing him as an influencer and actual property skilled.
“It’s helped get individuals to name me and need to hear about my ideas on numerous topics, which then form of solidifies our information of the market,” says Baruh. “When I’m assembly with new purchasers, it provides extra to what we will convey to them—now we have their belief as a result of we present that we’re doing issues a sure manner.”

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The Content
Baruh channels his creativity by means of a sequence of movies that fuse his ardour for theater and actual property.
“I all the time had this concept of making an attempt to market properties and create participating content material and do it as a present—nearly like each actual property video connects ultimately thematically,” he says.

Before kicking off his actual property profession in 2000, Baruh was a theater director in New York City for a number of years. While the previous 21 years have been centered on rising his enterprise, Baruh says he hasn’t misplaced his love for performing and directing, which has been evident in the content material that he produces.
His YouTube channel serves as a timeline of Baruh’s content material evolution, main to his most up-to-date movies that draw a few of their inspiration from basic movies and TV reveals.
“It’s one thing that simply lives in you and sticks with you and doesn’t depart and desires to be expressed,” Baruh says.
Work With What You Have
It doesn’t take a state-of-the-art studio to create entertaining content material that may resonate with viewers, in accordance to Baruh.
While he has began hiring skilled writers and videographers lately, Baruh seems to be again on his earlier content material with fondness as a result of he had enjoyable creating content material with the solely gear he had: his telephone.
“There was a time the place I used to be getting my foot in actual property the place I didn’t have the advert finances or the sources that I’ve now at my disposal, and I used to be simply doing a whole lot of artistic stuff on my telephone,” Baruh says.

While his YouTube content material tends to be professionally produced, Baruh nonetheless makes use of his iPhone to create content material for his social media platforms—TikTok particularly.
“With the prevalence and ease of social media and YouTube, it’s like anyone can create a tv present,” Baruh says. “So many of those reveals that we watch on TV began out as streaming reveals that individuals simply created with their telephones and uploaded to YouTube.”
Play to Your Strengths and Collaborate
Baruh advises people inquisitive about creating advertising content material to discover out what they like that makes them distinctive.
“The very first thing I’ll all the time say to individuals is ‘look inside your self and discover out why,’” Baruh says. “I’m inquisitive about movie and comedy and efficiency, however not all people is into that.”
Instead, Baruh says it’s important to play to your strengths and pursuits after which collaborate to fill in gaps to create content material.
“I’m a giant believer in ‘it takes a village,’ and so that you need to encompass your self with individuals who encourage you,” Baruh says. “If you’re a giant information particular person and also you get actually into information, however you’re not tremendous snug with being in entrance of the digital camera, there are sufficient individuals in actual property that will love to get in entrance of the digital camera. Find a colleague and feed all of them the info, and then you definately’d each be doing one another a favor.”
In Baruh’s case, he has included his son, Max, into his advertising content material for the previous 4 years. Some of his extra fashionable movies have gained 1000’s of views and present Max Baruh as an all-star member of his father’s actual property workforce.

Baruh has additionally featured a number of of his son’s associates in his content material, which he says has additionally helped him unfold the phrase about his enterprise and the listings he promotes.
“I acquired this concept for ‘Million Dollar Listing’ meets ‘The Office’ with youngsters, and that’s after I introduced my son in as a result of he’s free, he loves to act and be in movies, and he’s lovable,” Baruh says. “That’s how we acquired the thought for the first one, after which it blossomed from there into ‘how else can I inform this story with youngsters?’”

Jordan Grice is RISMedia’s affiliate content material editor. Email him your actual property information to [email protected]

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