The content industry has made great strides and developments in the societal matrix and otherwise. One area that has become a statement area for change through programming is real estate.
Being able to create videos for low to free cost is nothing new, and it’s something YouTube has built a world-leading market around. However, the advertising element is quite unique as it relates to an industry like real estate.
Agents have used famous buses, billboards, TV ads, cold calling, digital postcard ads, SEO and everything in between with varying degrees of success. With a rule of thumb to invest a certain amount of profits back into marketing and TV ads to be reserved for only the best and most successful agents as the buy-in is higher or risk being aired at 3am on a Wednesday.
Reel Agents, composed of Levi Lascak and Travis Plumb, tried to use YouTube as a vehicle to promote their real estate business to freshmen. In their first year, they generated $1 million in commissions, but with zero advertising spend.
“Well, 87 percent of agents fail in their first two years in real estate,” Laszczak 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’ve never heard of agents who just started from scratch, especially coming from different industries. I come from financial services. Travis had a marketing agency, but he had never implemented YouTube the way we did, he was doing paid search and paid ads and things like that.”
Now the pair are teaching agents how to use new age media in the same way. Ultimately making a six to seven figure business with no YouTube advertising costs.
“We now offer editing services on top of that because with YouTube comes editing and optimization and SEO and all that good stuff,” Plumb said. “So now we have an agency for people who also want to take advantage of the opportunity.”
The concept of using new types of media to create external revenue away from the media is something that has grown dramatically over the past five years.
Podcasts are being used to great effect by people in the entertainment sector not only to create programming, but ultimately to leverage 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—than they ever imagined. Take Kate Bush’s resurgence through Stranger Things, for example.
The change in processes has led to more opportunities for a wider group of people. With low buy-ins and creativity at the forefront, audiences and businesses alike will continue to see growing opportunities in several areas of media.