Bryan Koci has created over 1,000 videos for Whissel Realty Group since 2015. Previously a wedding photographer, the Media and Marketing Manager has explored every aspect of video - from the green screen to gimbal to drone shots - and has helped the Whissel Realty Group reach millions of viewers. As the number one team in San Diego County, it is clear the marketing is on point.
Branding is the Long Game
“I hate when people say, ‘Well I did one video, and I didn’t get eight come list me posts.’ That’s not how it happens. It’s a big branding play. We all know the phrase they have to know you, like you, and trust you,” Bryan said.
Video is not about attracting clients from your first shoot; it’s about getting your audience to know and trust you through the content you put out. With video, it is possible to build an audience, but it takes time. In addition, continue to build your relationships with the people who participate in your videos. Whissel Realty, for example, has restaurants they have filmed with cater open houses.
With consistency and patience, branding does build business.
“Kyle got his biggest listing he’s ever received from videoing the retirement community,” Bryan explained. “We’ve had that.”
The more content you put out, the more people will recognize you and learn what you have to offer. It takes time to build up trust of the consumer, but once you do, people will start referring you or coming to you for your services.
How to Begin with Video
Not every agent has a Media and Marketing Manager, or even a videographer, to help produce video. And Bryan actually encourages you NOT to hire one.
“Start with your cell phone,” he says. “Do Facebook Live first.”
Starting with your phone and going live on Facebook or Instagram has a couple of benefits. If you are not used to being on camera, it is going to take some practice to get comfortable doing video. Going live on social media allows you to get your content out to your audience without the pressure of it needing to be the very best quality. In addition, when you consistently go live on social media, you will be able to determine what content hits the target with your audience.
Once you have a topic that has captivated your followers, that’s when you can hire a professional videographer. Deconstruct the topic, create a video, and put it out on all of your platforms.
Create a Systematic Process
With each show Whissel Realty Group has created, they have stuck to a consistent system. Their first show, Santee Saturdays, featured businesses of all types in Santee, California. It took some time to figure out what worked best, but after filming 100 episodes, Bryan learned what makes video both efficient and engaging to the audience.
From there, the group moved on to more visually appealing show, East County Eats. With 70 episodes, a few of the shows hit over 100,000 views, and one has reached 3.4 million views.
The Whissel Group has now transitioned to a third show: Everything East County. Each month, the show will focus on:
Week 1: Restaurant
Weeks 2 and 4: Events and Happenings
Week 3: ‘Did You Know?’ During week three, they will meet up with a historical society or member of the community to give little know information about the town.
“You’ve got to systematize it,” Bryan said. “It’s easier for us. It’s hard to reinvent the wheel each time. It’s also easier for our viewers, because they know what is coming up.”
By setting a schedule and duplicating it over and over again, you know what you need to focus on each week to get new content to your audience.
With all the changes happening in the real estate industry, agents can’t rely on buying leads alone. Building your brand gives you control over your future in an always evolving world.