If you’re taking a have a look at David Sullivan’s itemizing movies, you’re seemingly to see him splashing in a vendor’s pool, mowing their garden on a ride-on mower, or making a Michael Jordan-like slam dunk on their basketball hoop.
Known as “The Barefoot Agent” in Brisbane’s northern suburbs, David is considered one of a rising variety of actual property professionals turning conventional video marketing on its head.
In a enterprise the place getting as many eyeballs as attainable on a property is paramount, creating a video that goes viral cannot solely assist discover a purchaser however discover one prepared to pay prime greenback.
But how have you learnt what property is ideal for a quirky video, and can any agent minimize the mustard on digital camera?
Confidence is essential
David, the person behind One Percent Property Sales, says not each dwelling or vendor lends itself to a quirky marketing clip and, because the agent, you’ve bought to really feel comfy too.
He says his first video took place a few years again when his common photographer needed to shoot some movies, and they determined to have a little bit of enjoyable with it.
“I mentioned, ‘let’s do a few and see how we go’,” David explains.
“It was actually enjoyable and actually participating.
“Now I’ve bought distributors ringing me to say, ‘If you listing my property, will you do a video’?”
Since that first video, David has performed cricket in individuals’s massive backyards, hidden Steve Irwin-like in lush gardens, ridden bicycles, kicked a footy and jumped in additional swimming pools than he can depend.
“I’ve bought one basic video the place I threw a basketball from the entrance of the home, ran by means of the home, grabbed it and sunk it within the web in a single go, which was hilarious,” he says.
David says he pushes the movies out through his web site, the most important portals and his social media accounts, getting 1000’s of views per video.
Results matter
But for all of the enjoyable and video games, David says there’s no level doing humorous movies in case you don’t obtain the specified consequence.
“It’s nonetheless all in regards to the outcomes on the finish of the day,” he explains.
“I could possibly be as humorous as bloody Larry, but when I don’t promote it (the property), effectively, I’m no good, am I?”
David’s been in actual property for about 13 years and labored for each conventional franchises and alternate trade fashions too.
He began One Percent Property Sales about three years in the past, and identical to the title suggests, the mannequin has a 1 per cent fee construction.
“It’s 1 per cent, plus GST, whether or not it’s a $300,000 block of land or a $1 million property,” David explains.
“So a $1 million property is $10,000 (fee), and we get 100 per cent of the fee.”
A rising model
There at the moment are 10 different brokers throughout Southeast Queensland that run their very own enterprise below the One Percent model, and they pay simply a small month-to-month payment to cowl issues like portal subscriptions and the model’s CRM.
“We’re simply closing in on our five hundredth sale… and that totals about $280 million, and that’s on a mean of about $550,000,” David says.
“And we’ve saved our prospects about $5 million in fee charges.”
If you’re questioning what David says to get distributors that is likely to be sitting on the fence on board with a quirky video, it’s fairly easy and down-to-earth.
“I say, ‘We’ve bought to have a little bit of enjoyable’,” he says.
“I can’t promise you what’s going to occur, however so long as we’re on the identical web page from day dot, if somebody walks by means of your property and they don’t prefer it, they don’t prefer it. It doesn’t matter. We simply want one particular person to prefer it, so let’s have a little bit of enjoyable with it.”
Method to Matt’s insanity
Ray White New Farm Principal Matt Lancashire is one other proponent of the quirky marketing video, however he’s fast to level out that there’s a lot of technique within the ‘insanity’.
“I don’t do it to get likes or to get followers,” he says.
“I do it to get eyeballs on properties… and we goal all patrons who examine, who inquire and who come by means of our open properties, and we goal straight to their social media accounts.
“It’s actually efficient. We’ve bought a 70 per cent connection charge to individuals’s social media accounts from all the info we’ve collected.”
If you’re taking a peek at Matt’s Facebook and Instagram pages, you’ll see him swinging from the branches of a big tree to emphasise the property’s leafy yard, strolling alongside an uncovered beam to spotlight a dwelling’s hovering ceilings and wakeboarding off the personal pontoon of a property with Brisbane River frontage.
“We strive to search for one thing particular at each single property,” Matt explains.
“But you even have to be actually organised and artistic to give you the content material.
“That 125-second video wasn’t simply in regards to the wakeboarding, it was about having music that was a trending music to get extra eyeballs. There’s a lot of science and mechanics behind it.”
Developing a thick pores and skin
In the start, Matt admits he frightened about what others would take into consideration his bizarre and fantastic tackle video marketing.
But he quickly realised that damaging feedback had been largely coming from his competitors and that almost all patrons and sellers cherished the content material.
“Now I’ve a actually good filter and don’t care what individuals suppose as a result of it’s working,” Matt says.
“It’s getting eyeballs, and it’s getting our distributors more cash as effectively. More competitors creates a higher value, so if I’ve to leap in a pool or on the again of a wakeboard, I’m going to do it if it will get my shoppers more cash.”
However, Matt warns that not all properties are appropriate for doing one thing completely different, and it’s vital to preserve the usual of the content material you produce at a excessive stage, otherwise you danger diluting the impression of the marketing and your model.
“You can’t do it on each property as some simply don’t have the distinctive options required,” he says.
“If you strive it, it simply doesn’t work. Of course, with each property, we discover its distinctive promoting level, however you’ve bought to be selective when it comes to your viral ones.
“There has to be one thing actually particular in regards to the property to make it occur.”
A sizzling lead
Matt says he generates between 20 and 100 leads every week from his social media posts, together with interstate and worldwide patrons.
Over the years, Matt has gathered an intensive database of individuals out of Sydney, Melbourne and abroad locations comparable to Singapore and Hong Kong and can clone the demographics to goal a wider purchaser pool.
“We’ve bought a massive give attention to Hong Kong for the time being as a result of Hong Kong has just about collapsed, and a lot of individuals are going both to Singapore or coming dwelling, so we’re upping our spends on individuals in Hong Kong for the time being,” he explains.
“I might counsel that 30 per cent of all income I promote comes by means of my social media accounts.”
So what must you do in order for you to create a social media presence and create marketing movies that go viral?
Don’t get left behind
Matt’s recommendation is easy.
“The very first thing you want to do is simply begin,” he says.
“If you don’t have a social media presence in 2022, then you definately’re going to get left behind sooner or later.
“It’s 30 to 40 per cent of my earnings stream, and it’s altering as a result of individuals are turning into extra reliant on it, so I believe it is going to find yourself turning into 50 to 60 per cent sooner or later.”
Matt says he creates his social media content material in considered one of 5 classes – listings (40 per cent), household (20 per cent), way of life (10 per cent), well being (10 per cent), neighborhood (10 per cent) and trade management (10 per cent).
He says it’s important to create genuine content material as his viewers, together with potential shoppers, will decide up if it’s an act.
This is why he consists of the odd ‘blooper’ reel.
“We do the bloopers as a result of we would like it to be actual and genuine,” he says.
“I don’t need it to appear like I’m pretending I’m a wakeboarder as a result of I’m not. There had been a lot of stops and begins, and the scariest factor about doing it within the Brisbane River was that there have been a lot of bull sharks in there.
“So individuals can see that I’m going the additional mile.”
Beau makes his mark
Over in Echuca at Century 21 Rich River Real Estate, gross sales advisor Beau Lyon can be making a title for himself together with his witty marketing movies.
A latest video of him at 114 Sturt St, the place he clicked his fingers in time to Italian music and exhibits off the basic ‘70s dwelling, went viral.
“It was actually performed on an outdated Samsung cellphone and didn’t value a factor,” Beau says.
“I uploaded it, and it’s got natural attain of almost 1000 feedback and reached 412,000 information feeds.”
It’s not the primary time Beau has put collectively a quirky marketing video.
On Instagram, Facebook and even TikTok, you’ll discover Beau dancing by means of newly listed properties and asserting award wins by miming Kanye West’s well-known 2005 Grammys speech.
Beau says adopting this marketing fashion helped him stand out, supplied a level of distinction to his rivals and matched his humorous persona.
“I’m at all times searching for a means to have that time of distinction,” he says.
“You at all times have a look at what you possibly can provide people who’s completely different from everybody else who’s providing the identical bundle.”
The quirky movies began as a collection referred to as Home Appreciation in Isolation throughout COVID and mixed helpful suggestions, comparable to how to put together a dwelling on the market, in humorous skits.
“In the primary one, I used to be cleansing a ceiling fan, and one of many youngsters turned the fan on, so it hit me within the head,” Beau laughs.
“In one other, I used to be portray scuff marks on the wall and giving individuals recommendations on how to do this, and I spilt the paint everywhere in the new carpet.”
A private model
But Beau says the movies rapidly gained traction and have helped him construct a constructive private model.
“I’d go to the servo to get gasoline, and the girl behind the counter would say to me, ‘I wait each day in your subsequent video’,” he says.
Beau says not each vendor is eager on having a quirky marketing video as a part of the campaign, and he insists that’s OK.
He says some distributors are extra critical, or the rationale they’re promoting, comparable to a dying or divorce, doesn’t lend itself to creating humourous content material.
“There are some people who don’t need a lot of fanfare,” Beau explains.
“In that occasion, you simply put the property available on the market, you do your work, and you promote it. Simple.”
But for everybody that doesn’t need a video, there’s somebody who does.
Beau says most of the concepts for his movies have come from brainstorming together with his spouse, and one important issue he believes has led to the success of his posts is the status he already had out there.
Leverage your status
With a few years in actual property already below his belt, Beau says the neighborhood already knew he was “a little bit of a joker” and that he had runs on the board when it got here to promoting.
He wasn’t making an attempt to set up himself whereas taking an off-beat method to marketing.
“I believe that might have made issues a lot tougher,” Beau explains.
Beau has two key suggestions he presents different brokers toying with the concept of marketing their listings with a quirky video.
“It has to have individuals in it,” he says.
“I’ve performed posts for a new itemizing, and they’ve bought nothing. No one cares, however when I do a video with somebody in it, celebrating the offered sticker or us doing a foolish dance, it goes viral.
“Just have enjoyable with it. You can’t take your self too severely. You have to be ready to have a giggle at your self.”
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