There is an oversaturation of real estate sales agents, but clever marketing is perhaps the best way to avoid the pitfalls of anonymity.
Vancouver-based 360HomeTours.ca Inc. has started marketing agents in ways that are both fun and engaging, and the latter are reaping the benefits. Dan Kirchner, owner of 360HomeTours.ca, has been shooting cinema-grade films to market both agents and their listings.
“The competition is very high, especially in the Vancouver market,” he said. “Doing the status quo just won’t get you noticed anymore. It’s about reinvesting the agents’ marketing strategies and helping them come up with unique, innovative, out-of-the-box ideas; things that are edgy and bold—things that grab attention.”
A perfect example is the video 360HomeTours shot for Vancouver agent Guy Biggar, in which the agent himself is lounging poolside at a luxury home. The video is modern, quirky, and without a doubt grabs viewers’ attention.
It also highlights the kind of lifestyle the property’s buyer could enjoy.
“The client wanted to do something outside-of-the-box, and we address stereotypes like bikini models by the pool, so this was a subtle way of flipping that around and trying to mix it up a little bit,” said Kirchner. “It’s bold. It’s a dream sequence and it certainly captures the audience when you first start watching the film.”
In addition to creating videos not typically associated with sales agents, 360HomeTours also produces high- and low-resolution photos, floor plans, website design, and even incorporates drones to capture stunning aerial views of listings.
Rachel Diesing, a Sotheby’s International Realty Canada sales representative in White Rock, B.C., has been using 360HomeTours for three years to market luxury homes and says that her bottom line increased almost immediately.
“From my point of view as a realtor, this lets my clients know that this is the quality of work I do as well,” she said. “Every project I do with them, I really look forward to what kind of wonderful thing we’re going to produce because it’s always interesting and I know it will help sell my clients’ homes.”
Diesing has even used the listing family in one of the videos 360HomeTours produced, adding it was a fun experience for everyone involved.
With so many sales representatives trying to keep their heads above water in a cut-throat industry, Kirchner believes differentiating themselves from the competition is the key to surviving, especially as clients’ expectations have evolved.
“We’re also finding that homeowners and property owners have become savvy and have higher expectations of marketing,” he said. “If you’re an agent doing the same thing for the last 20 years, that’s just not cutting it anymore, so we’re helping agents step it up with bolder marketing.”
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