How Actual Property Agent Ken Pozek’s YouTube Channel Helps His Group Succeed
It could be an understatement to say that YouTube has had an impression on Ken Pozek’s profession.
With a profitable actual property enterprise working in Detroit, Mich., Ken and his spouse, Holly, started serious 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 development home in 2016, giving themselves an eight-month window to get the brand new enterprise up and working earlier than formally making their transfer. Their plan was in play, however there was one huge downside: Recreating what that they had in Michigan was proving tougher than they thought.
Again in Detroit, Ken had discovered success utilizing postcard farming to construct his model. The strategy took a number of hands-on work, however it was extremely efficient, and it allowed him to cut back on call-based lead technology, which wasn’t his favourite method to join with shoppers. Assuming he might take an identical strategy In Orlando, Ken targeted 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 have been doing in Michigan – and it failed miserably,” Ken recalled. “I used to be attempting to construct a model in a single day,” he mentioned, which he quickly realized simply wasn’t doable. Ken pulled again on paid adverts and went again to the fundamentals whereas determining one other method 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 have been averaging 10 to twenty house gross sales a 12 months. “That was all I knew on the time, and I believed it was an enormous deal,” Ken remembered. “Then any individual launched me to Keller Williams, the place it was all about leverage and groups.” He credit KW with educating him to suppose greater – and placing him on monitor to a median of 100 properties gross sales a 12 months. His preliminary purpose was to hit an identical quantity in Orlando.
Scaling Up Via 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 properties – 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 method to construct model recognition. It was a dialog with one other agent – a good friend in Jacksonville, Fla. – that modified the whole lot. His good friend had discovered success filming himself giving mannequin house excursions and posting them on YouTube. Given the entire new development in Orlando, he recommended Ken attempt it, too.
With video, there was no barrier to entry. Ken might hold his manufacturing prices low and do the whole lot he wanted to with simply his telephone. “I grabbed my cellphone and shot 100 movies in 100 days. And it was cool as a result of I bought to study 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 feel I can lean in actually exhausting to construct a a lot, a lot greater model and a a lot, a lot greater firm,” Ken mentioned.
The best way Ken noticed it, conventional advertising and marketing made him a commodity – simply one among a number of brokers a consumer would possibly take into account working with. “The distinction with video advertising and marketing for us was that folks have been coming warmed up already. They felt like they already knew me, they usually weren’t interviewing different brokers,” Ken mentioned.
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 capacity to assist them. Ken realized, “If I’ve a extremely robust model and I’m in a position to give a ton of worth, I don’t must then go compete with the market. I’m a market of 1.”
Leveraging a Model
Ken’s video content material has completed extra than simply construct his credibility; it’s had a serious impression on the expansion of his workforce. 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 publication, and the corporate web site. By advantage of video advertising and marketing, Ken’s brokers are in a position to 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 robust. Now as a mentor, she encourages workforce members to optimize Ken’s movies, to allow them to practice their deal with 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 mentioned, “as a result of now [when] individuals attain out to us, they instantly belief us, after which it’s simply on me to uphold that commonplace and be sure that 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 method to fast-track the method. Whether or not you’re producing leads by video, postcards, radio, or different means , the system for progress is consistency over time. Greater than 650 movies and 50,000 YouTube subscribers later, Ken continues to be considering at scale: He mentioned he and Holly plan to remain in Orlando and develop an enormous, iconic firm – alongside his follower depend. Ken defined, “Video, by far, has made the whole lot else simpler or pointless. It’s actually develop into my one factor.”
Watch the total KW Actual Property Function Fashions Pozek Group profile @kellerwiliams on YouTube.
