We sat down with Jason Crittenden of Realty One Group for part two of our video marketing series. Jason is a multi-million dollar producer ranked in the top 1% of agents in the United States and an East Valley expert. His video marketing practices have been so instrumental in propelling his business to the next level that he started his own video marketing company, Permanent Estate Media. Below, he shares a little about his views on real estate videos and the importance of incorporating it in your overall marketing strategy.
There are a lot of ways to do a lot of things; of that I have no doubt. You can build a business calling expired listings and FSBO’s. That works, but it’s not very fun.
You can build a business by holding mega open houses three to four times a week. That really does work! But again, not very fun.
You can pay third party platforms to provide lead generation, and that can yield some success, but like the others, is definitely not fun.
For me personally, the way to build a business in real estate has, and always will be, with referral business. There is no better feeling than hearing prospective new clients call and say, “John told me I should call you.”
Besides referral business, what other business should you be intentional about pursuing? Are you leaving money on the table? The answer, if you’re not doing consistent video, is absolutely!
Here’s why. A couple of years ago, I committed to producing 4K ultra HD cinematic listing videos for all of my personal listings. It was a Christian decision, to be honest. I believe all humans deserve the best service, regardless of how much they are paying me. From mobile homes to mansions, we spent money on producing the best quality photos and video for every listing.
However, like many principles, they sometimes have unintended consequences. I started getting more calls from strangers asking me to list their home, and to help them buy a house. Where were they coming from? How did they find me?
What I found is that these clients were seeing my listing videos on Facebook or Zillow and thinking “I want that kind of agent representing me.” I was starting to gain a reputation as a professional in my space, all because of a commitment to deliver high quality video. What started out as just a video for marketing my client’s listings, quickly turned into brand growth and recognition for my company.
As a bonus, when I went on these “cold” listing appointments, I never lost when going up against other agent interviews. When sellers listed their home, they always listed with me. Why? Because the other agents showed up with just the standard listing materials: comps, numbers and photos. The sellers saw my listing presentation and professional videos and in their mind, there was no comparison. All three agents are charging the same commission, but only one agent (me) is spending money on high quality videos and photos that will sell their home faster and for top dollar. Choosing me was a no brainer for the sellers.
Bottom line, video marketing has been a game changer for my business all because of the decision to shoot quality cinematic videos for every listing. I went from $250K in GCI to $500k in just two years and you can too. What I’ve learned is that the investment of $20-30k a year in production costs yielded $200-$250k in new business. That’s more than 733% ROI.
The overall takeaway is if you make the investment in your clients, your business will undoubtedly flourish. I’ve experienced it firsthand in my business and know the same can happen for you.
Jason Crittenden – Jason Crittenden Team at Realty ONE Group and CEO of PERMANENT ESTATE Media