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How To Win in Real Estate… Long Term

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

Real Estate Video Marketing: You Need It and Here’s Why

Video Marketing is more important than ever for Real Estate Professionals in 2019 and there are several reasons why.  We will start with a few stats and move to the heart and soul of why video is taking over the industry.

-Instagram recently reported 500 million people watch Stories every day.

-YouTube has 2 billion monthly active users.

– LinkedIn is rolling out live video.

-Video marketers get 66% more qualified leads per year.

-Video marketers achieve a 54% increase in brand awareness.

What’s the key take away? Around two-thirds of marketers are using videos for marketing; you can’t afford to be left out. Also, humans retain 58% more information when we are shown HOW to do something.

I would like to share some valuable info from our friends over at Hub Media. They are leaders in the real estate video world and I have seen their success stories first hand.

Most real estate agents are using some variety of video in their business whether that be Facebook live or professional cinematic home tours, but using video is something still relatively new to many agents. Facebook Is the logical place to put your videos when marketing properties for sale but there is a problem: FB is a horrible search engine, it’s hard enough for you to find a post you did on your own page a few weeks ago so imagine how challenging it can be for others to find your best content. Facebook is a place where consumers discover content by accident where as other platforms like Google and YouTube are on purpose.  Real estate agents need to clearly establish their value in the eyes of the consumer by creating high quality, unique and valuable content consumers are searching for online.

 Video is very effective when used properly to educate and inform consumers, market properties for sale, build brands and much more. Whether you are a savvy video pro or just getting your toes wet, there are some videos that are essential for every real estate professional.

 1.The Home Page/About Us Video – Personally connect with potential prospects and customers

2.Tips and How To Videos – Show your expertise and experience without bragging.

3.The Community Video – Most know which community they want to live in. These not only show your expertise on a community but also to help you get found online.

4.Testimonial Videos – These are the 21st century version of the written testimonial and are the ultimate form of social proof which humans are easily influenced by.

5.Cinematic Property Tour Video – This video will help the consumer mentally move in to the property, and because the real estate agent is in the video introducing the property it is priceless face time at the exact moment the consumer cares most about what you have to say!

6.Facebook Live Videos – When it comes to marketing, your product (YOU) needs to be at a place everyone visits frequently. Facebook is where we accidentally discover content. Facebook live videos, when done effectively, can create valuable engagement.

7.Video Email – This shows the personal side of you, bringing consumers closer. Did you know people are 80% more likely to do business with people they can see compared to only speaking on the phone or through email?

Real estate agents are busy and this may seem like a lot to take on, but believe me, it is worth it. Video marketing can change your business, which will change your life. Vacations, retirement? Video will help get you there.  For more information on video marketing, please visit Hub Media’s blog https://hubmediacompany.com/blog/ or reach out to them at 480.223.8113. They would love to help.

Loan Options for those Looking to Downsize

(5 min read)

Over the past decade, Baby Boomers (those born from 1944 to 1964) have been the generation to watch both as consumers and home buyers.  Although a shift is taking place and many industries (including real estate) are beginning to focus on the Millennial generation – their housing needs, preferences and purchasing behavior — the Boomers still represent a significant portion of overall home sellers and buyers in 2019. Why? With their children out of the house, many Boomers are looking to downsize.

While they may be looking to transition into smaller homes, they still expect the same high-end amenities, finishes and offerings that come standard in a larger multifamily residence, and complements their modern, active lifestyle.

In this article, we’re sharing a couple of tips for those Baby Boomers looking to downsize, as well as mortgage options that complement their next forever home.

Reverse Mortgages

Reverse Mortgages hit the scene in 1961 and really gained popularity in 2018. It is a type of loan available to homeowners that are 62 years of age or older and have a high amount of equity built up in their current home. Borrowers are not required to make monthly principal and interest payments to their bank or lender, as they would be required to do with a traditional purchase or refinance mortgage. Instead, their bank or lender pays them in a lump sum(s) or via a line of credit based on their home’s equity.

Why is this a good option for the Modern Boomer? Picture a couple that would love to find a smaller home with less maintenance, etc.  They no longer need to live in the best school district and want a lifestyle that allows them the freedom to travel and be more active. The amount of equity they have in their current home, although high, may not allow them to buy a small house or townhome outright because of their desired area’s higher home values.  A reverse mortgage would allow them the opportunity to purchase the home they want, and still have money left over to travel because they are receiving their equity as additional income vs. rolling it into a traditional purchase.

 

Condos

Many of today’s higher-end condo communities offer a variety of upscale amenities to complement their convenient location and accessibility – making it  a very desirable option for the modern Boomer. However, it has been difficult in the past to acquire a loan on a condo because of factors like community occupancy percentage (how many units are owner occupied versus investment properties) and HOA status – including financial reserves and arrearages. Good news, tools like Freddie Macs Condo Project Advisor now lets the buyer request unit-level exceptions for existing condominium projects early in the loan origination process so condo sales and financing are more streamlined.

There are many finance options available to homebuyers looking to downsize.  If you have questions regarding any of the loan programs mentioned above, be sure to contact a Cardinal Financial expert today at 480-759-1500 and we’ll be happy to assist in finding your client a solution that works best for their lifestyle.

Tips for Choosing the Right Realtor

(2 min read)

Tips For Choosing the Right Realtor

A record number of Americans are gearing up to buy their first homes.  This is a big decision that can bring a lot of questions including the big one. How do I choose the right realtor? We can help with that! Read below for simple tips that will help you find the best real estate agent.  Here’s a hint: the tools you need are actually right in front of you.

 

Ask Around

Just like recommending your favorite local coffee shop, word of mouth recommendations are still the best way to go to begin curating your list. Ask friends and family for realtor references especially if they are recent buyers. It’s important to note that just because a realtor might have been a good fit for someone you know, they still may not be the right one for you.

 

Find Your Neighborhood

Decide on the areas that you are interested in living in and narrow down your potential realtor list based on that.  You can research this online or drive those neighborhoods and take note of the realtors selling homes there. Working with an agent who has experience in successful sales in the area you want to live will put you several steps ahead.

 

Google!

It’s time to find out more about your potential prospects. Do a few Google searches to get to know their online persona.  As a first time home buyer, pick a realtor who is experienced and knowledgeable, but also current and fresh. Does it seem like they know the area you are interested in?  If they have a website, is it modern and up-to-date? Are they active on social media and post regularly? Do they offer relevant content that is helpful and coincides with your vision? A realtor who takes the time to continue learning about the growing market trends is someone you want on your side.

 

Be a Boss

Make a list of real estate questions that are important to you regarding your house hunt.  Ask them to explain the home buying process and add anything that you expect from your realtor (i.e. preferred method of communication, how often you would like updates).  Being honest about your expectations from the beginning will pave the way for a smooth buying experience. Meet your potential realtor for coffee or just give them a quick call. Do you feel that they are genuine in the advice and information they are offering you? Are they approachable and outgoing? Someone who is outgoing is most likely confident and confidence is definitely a characteristic you want when choosing a realtor. At the end of the day, go with your gut. And remember, they work for you.

Buying a first home is a significant milestone. Take your time when selecting who will help you make this major financial and emotional decision. Just don’t forget to have fun and enjoy this time, too! You’re only a first-time home buyer once!

If you need help finding the right realtor for you, call us.  Cardinal Financial AZ has worked closely with hundreds of realtors and will be able to recommend the right fit for you. Call 480-759-1500 or email matt.askland@cardinalfinancial.com to talk about your options!