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 excited about opening a second location in Orlando, Fla., and making the Sunshine State their full-time residence. 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 massive drawback: Recreating what they’d in Michigan was proving more durable than they thought.
Again in Detroit, Ken had discovered success utilizing postcard farming to construct his model. The method took a number of hands-on work, nevertheless it was extremely efficient, and it allowed him to cut back on call-based lead era, which wasn’t his favourite strategy to join with purchasers. Assuming he may take an identical method 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 had 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 attainable. Ken pulled again on paid advertisements 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 residence gross sales a yr. “That was all I knew on the time, and I believed it was an enormous deal,” Ken remembered. “Then anyone launched me to Keller Williams, the place it was all about leverage and groups.” He credit KW with educating him to assume greater – and placing him on monitor to a mean of 100 properties gross sales a yr. His preliminary purpose was to hit an identical quantity in Orlando.
Scaling Up By means of Video
Ken’s pivot again to the fundamentals labored. He turned a revenue in his first yr as an agent in Florida, and whereas he didn’t hit his Michigan numbers, he nonetheless offered round 75 properties – and that’s when he determined to get severe 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 residence excursions and posting them on YouTube. Given all the new development in Orlando, he steered Ken attempt it, too.
With video, there was no barrier to entry. Ken may maintain his manufacturing prices low and do every part he wanted to with simply his cellphone. “I grabbed my cellphone and shot 100 movies in 100 days. And it was cool as a result of I obtained to study Orlando whereas I used to be doing it,” he defined. His YouTube posts began bringing in leads, and Ken realized that video could possibly be a significant market differentiator. “That was after I was like, wait a minute, I feel I can lean in actually onerous 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 made him a commodity – simply one in every of a number of brokers a shopper may take into account working with. “The distinction with video advertising for us was that individuals had been coming warmed up already. They felt like they already knew me, and so they 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 residence metropolis, his followers had belief in his skill 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 completed extra than simply construct his credibility; it’s had a significant 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 means of his social media and digital advertising channels, which embody YouTube, Instagram, TikTok, a e-newsletter, and the corporate web site. By advantage of video advertising, Ken’s brokers are capable of place themselves as his trusted accomplice.
Senior Agent Accomplice Bree Tucker first began following Ken on social media after seeing him communicate 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 workforce members to optimize Ken’s movies, to allow them to prepare their concentrate on offering nice service to purchasers.
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] folks attain out to us, they instantly belief us, after which it’s simply on me to uphold that customary and guarantee that we ship distinctive experiences for our purchasers.”
Whereas increasing his enterprise, Ken began working with exterior 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.
Relating to brand-building, Ken says there’s no strategy to fast-track the method. Whether or not you’re producing leads by means of video, postcards, radio, or different means , the system for development is consistency over time. Greater than 650 movies and 50,000 YouTube subscribers later, Ken continues to be pondering at scale: He mentioned he and Holly plan to remain in Orlando and develop a giant, iconic firm – alongside his follower depend. Ken defined, “Video, by far, has made every part else simpler or pointless. It’s actually turn into my one factor.”
Watch the complete KW Actual Property Function Fashions Pozek Group profile @kellerwiliams on YouTube.