The content industry has made remarkable strides and developments through the social matrix and others. One of the areas that has become an area of change through programming has been the real estate sector.
Being able to create videos for little or no cost is nothing new, and something that YouTube has created a world-leading market for. The advertising element, however, is quite unique as it relates to a sector such as real estate.
Agents have used famous buses, billboards, TV commercials, cold calling, digital postcard ads, SEO and everything in between with varying degrees of success. With a rule of thumb to reinvest a certain amount of profit into marketing, and TV ads are reserved for only the best and most successful agents, as the buy-in is higher, or risk airing at 3 on a Wednesday morning.
Reel Agents, formed by Levi Lascsak and Travis Plumb, tried to use YouTube as a medium to promote their first-year real estate business. In their first year they generated $1 million in commissions but no advertising spend.
“Well, 87 percent of agents fail in their first two years in real estate,” Lascsak said. “When we met with some of the top influencers in the industry, they said over and over that they had never heard of this story.”
He continued, “They had never heard of agents going from scratch, especially coming from different industries. He came from a background in financial services. Travis had a marketing agency, but he had never applied YouTube like we did, he was doing searches paid and paid ads and things like that.”
Now the pair are teaching agents how to take advantage of new-age media in the same way. To finally achieve a six to seven figure profit business without any YouTube advertising investment.
“Now we also offer editing services because YouTube includes editing and optimization and SEO and all that good stuff,” Plumb said. “Now we have an agency for people who want to take advantage of the opportunity as well.”
The concept of using new types of media to generate external revenue away from the medium is something that has been growing dramatically over the past five years.
Podcasts are being used to great effect by people in the entertainment industry, not only to create programming, but also to exploit unique narratives in television, film and other content. Social media has become a full-fledged industry for both marketing and money-making, and streaming platforms recognize that they have more cultural influence on fashion, music and movements – the zeitgeist – of that they would never have imagined. Take Kate Bush’s resurgence via Stranger Things for example.
The change in processes has led to more opportunities for a wider group of people. With acquisitions low and creativity at the fore, audiences and business owners will continue to look to increase opportunities in various areas of media.