Executives of Realogics Sotheby’s International Realty (RSIR) released their first in a series of short films that profile brokers through micro-branding, which focuses on the story of each individual in order to tell the story of the greater company. Known for industry innovation, RSIR engaged Chicago-based branding houseEvoker, Inc. to produce the films and is creating a multimedia platform to distribute the films to a global audience.
“Every home has a story and so do our brokers,” said Stacy Jones, Owner and Vice President of RSIR. “This short film series opens a window into the heart of our people – the most important asset of our company. We are extraordinary and I think this approach makes that statement in a way that consumers can engage and share.”
Jones acknowledges the importance of the Sotheby’s International Realty brand but she also feels that real estate has become too ubiquitous and real estate companies are really just a vessel for the individual broker, which are actually market-centric broker brands.
“Consumers buy or sell with an individual broker that is supported by a brand,” adds Jones. “As a consumer, I’m drawn to uniqueness and I drift away from commoditization.”
The studio quality films are generally less than two minutes and enable potential home buyers and sellers to “meet” the agents and executives, learn who he or she is – their passions, expertise, market knowledge, unique spirit — to learn which agent is the perfect one to meet their needs. These artful films strip away the corporate umbrella and mass-produced structure of a standard biography video and allow the agent to tell their personal story. There is no script. No storyboard. No two films are ever the same.
With videos shown to increase consumer understanding of a product or service by 85-percent, and Sotheby’s International Realty’s newly redesigned website built to showcase full-screen, high-definition film, the partnership between RSIR and Evoker, Inc. is trailblazing for the industry.
“RSIR is a positive disrupter in their industry and I have no doubt they will greatly benefit from this short film series,” said Kameron Jackson, Founder of Evoker. “Micro-branding and storytelling are the new black – and no longer an accessory but a must have component of any world-class campaign”
According to Diode Digital, video promotion is 600% more effective than print and direct mail combined and 60% of site visitors will first watch a video before reading any text. Forrester Research determined that one minute of video is equal to 1.8 million words of content. Not surprisingly, Sotheby’s International Realty is a leader in this medium – their You Tube channel has more subscribers than any other real estate brand.
The first round of films premiered at Realogics Sotheby’s International Realty’s 2016 Real Estate Forum on December 1, 2015. New films are being added each week and eventually, Jones hopes to have a film for every broker.
The films will be hosted on the firm’s website at www.RSIR.com/Videos as well as on various social media platforms. Additionally, broker films will be added to their email signature and adjoin their profile online and including third-party sites such as the exclusive Home of the Day multimedia platform with The Puget Sound Business Journal.
“If we go to this length to share our personal story, imagine the effort to represent your property listing,” adds Jones.