I felt a bit like I filled the Millennial bingo card this week - finally ticking off the “I picked a service based off their instagram page” after engaging with a builder to undertake my first real renovation at home.
It was a bit “Yellow Pages who?” but it was also an excellent example of the way that businesses have now evolved and its now no longer about who buys the biggest ad, but who can best demonstrate value with their offering and communicate it effectively to their target audience. And to be clear, value doesn’t mean who can do the most for the least, but rather who can offer me something that I am willing to pay for, and still feel good about after?
In this case, what caught me (and naturally, my wife) was a great mix of photos and video, covering everything from current and past projects, as well as some great instructional videos on why you might do things in a particular way, or why a certain product is so popular right now. Very trendy, and oh so helpful!
Over the last few years we have seen a similar change in the way sellers select their agent and buyers look for their next home. Buses and billboards still show plenty of smiling agent faces, but a typical seller is more likely to have found their agent of choice in the digital space than a 2D one. Facebook, Instagram or the growing behemoth of TikTok, sellers (and just home owners in general) are spending more time researching their real estate agent before making contact, and the type (and volume) of content they put out makes such a difference.
There are different approaches, of course. For some, it might be a gentle digital toe dipping with some photo slideshows to music. For the slightly more adventurous (and I have been guilty of this) it might be marketing videos for active campaigns, showcasing specific properties. For most agents thats about as far as it gets. For those willing to get out of their comfort zone however, I have seen some very impressive content out there.
It could be walking through a real-life declutter prior to listing. It might be a walkthrough of recent market trends, local cafes or even a rundown of nearby schools. Video is a fantastic medium that we’ve all learned to embrace, but those that do it best can almost make it an art form. And as it goes, better presentation, better communication of value and better result.
Maybe its time I go get some more practice myself…