How Actual Property Agent Ken Pozek’s YouTube Channel Helps His Staff Succeed
It might be an understatement to say that YouTube has had an affect on Ken Pozek’s profession.
With a profitable actual property enterprise operating in Detroit, Mich., Ken and his spouse, Holly, started desirous about opening a second location in Orlando, Fla., and making the Sunshine State their full-time house. Assured of their resolution, the couple put a deposit down on a brand new building home in 2016, giving themselves an eight-month window to get the brand new enterprise up and operating earlier than formally making their transfer. Their plan was in play, however there was one massive downside: Recreating what that they had in Michigan was proving more durable than they thought.
Again in Detroit, Ken had discovered success utilizing postcard farming to construct his model. The strategy took a variety of hands-on work, nevertheless it was extremely efficient, and it allowed him to reduce on call-based lead technology, which wasn’t his favourite strategy to join with shoppers. Assuming he may take the same strategy In Orlando, Ken centered on paid promoting, together with radio spots and Zillow leads, however he wasn’t getting the identical outcomes.
“We began spending like loopy to catch as much as what we had been doing in Michigan – and it failed miserably,” Ken recalled. “I used to be making an attempt to construct a model in a single day,” he stated, which he quickly realized simply wasn’t doable. Ken pulled again on paid adverts and went again to the fundamentals whereas determining one other strategy to set up his newfound model within the Orlando market.
Earlier than first becoming a member of Keller Williams in 2010, Ken had been working amongst brokers who had been averaging 10 to twenty house gross sales a 12 months. “That was all I knew on the time, and I assumed it was an enormous deal,” Ken remembered. “Then someone launched me to Keller Williams, the place it was all about leverage and groups.” He credit KW with instructing him to suppose larger – and placing him on observe to a median of 100 houses gross sales a 12 months. His preliminary aim was to hit the same quantity in Orlando.
Scaling Up By Video
Ken’s pivot again to the fundamentals labored. He turned a revenue in his first 12 months as an agent in Florida, and whereas he didn’t hit his Michigan numbers, he nonetheless bought round 75 houses – and that’s when he determined to get critical about scaling his enterprise.
Having already tried the paid promoting route, Ken knew he needed to discover one other strategy to construct model recognition. It was a dialog with one other agent – a good friend in Jacksonville, Fla. – that modified every part. His good friend had discovered success filming himself giving mannequin house excursions and posting them on YouTube. Given all the new building in Orlando, he recommended Ken strive it, too.
With video, there was no barrier to entry. Ken may hold his manufacturing prices low and do every part he wanted to with simply his cellphone. “I grabbed my cellular phone and shot 100 movies in 100 days. And it was cool as a result of I bought to be taught Orlando whereas I used to be doing it,” he defined. His YouTube posts began bringing in leads, and Ken realized that video might be a serious market differentiator. “That was once I was like, wait a minute, I believe I can lean in actually onerous to construct a a lot, a lot larger model and a a lot, a lot larger firm,” Ken stated.
The way in which Ken noticed it, conventional advertising and marketing made him a commodity – simply one in all a number of brokers a shopper would possibly contemplate working with. “The distinction with video advertising and marketing for us was that folks had been coming warmed up already. They felt like they already knew me, they usually weren’t interviewing different brokers,” Ken stated.
As a result of he was offering content material viewers discovered helpful, whereas additionally studying extra about his new house metropolis, his followers had belief in his potential to assist them. Ken realized, “If I’ve a extremely sturdy model and I’m capable of give a ton of worth, I don’t need to then go compete with the market. I’m a market of 1.”
Leveraging a Model
Ken’s video content material has carried out extra than simply construct his credibility; it’s had a serious affect on the expansion of his group. In simply seven years, The Pozek Group has grown to incorporate greater than 30 brokers. He says the overwhelming majority of their closings originate with leads that come by his social media and digital advertising and marketing channels, which embody YouTube, Instagram, TikTok, a e-newsletter, and the corporate web site. By advantage of video advertising and marketing, Ken’s brokers are capable of place themselves as his trusted companion.
Senior Agent Companion Bree Tucker first began following Ken on social media after seeing him converse at a Keller Williams® Ignite occasion; she joined The Pozek Group in 2019, when it was solely 4 brokers sturdy. Now as a mentor, she encourages group members to optimize Ken’s movies, to allow them to practice their concentrate on offering nice service to shoppers.
On her personal social media accounts, Bree leverages Ken’s content material, whereas mixing in posts about actual property listings and her life as a mother and spouse. “That model has opened so many doorways for us,” she stated, “as a result of now [when] folks attain out to us, they instantly belief us, after which it’s simply on me to uphold that customary and make it possible for we ship distinctive experiences for our shoppers.”
Whereas increasing his enterprise, Ken began working with outdoors expertise to movie and edit his movies, and The Pozek Group now has a full-time videographer and a short-form editor on employees. He’s additionally established a sub-brand, The Orlando Actual, that serves as a supply for all issues Orlando, together with theme parks, native occasions, sports activities, politics, and extra.
On the subject of brand-building, Ken says there’s no strategy to fast-track the method. Whether or not you’re producing leads by video, postcards, radio, or different means , the method for development is consistency over time. Greater than 650 movies and 50,000 YouTube subscribers later, Ken remains to be considering at scale: He stated he and Holly plan to remain in Orlando and develop an enormous, iconic firm – alongside his follower rely. Ken defined, “Video, by far, has made every part else simpler or pointless. It’s actually develop into my one factor.”
Watch the complete KW Actual Property Position Fashions Pozek Group profile @kellerwiliams on YouTube.
