Realtor® team uses videos to build relationship with community

A Lehigh Valley team of Realtors® is using an online video show to build brand recognition for their company. While their initial goal was to build their company name, they now generate about 90 percent of their business through the video site.

Phil Osborne and Ken Unangst started LehighValleyHomes.tv about a year ago. “The goal was for us to create a presence in the community,” said Unangst, part of the Nancy Unangst Keller Williams Realty Team in Allentown.

The team started using videos with its listings about three years ago. Initially they spoke on a weekly radio program, Osborne explained. “Our whole desire was to be part of the community, while branding our company and marketing our expertise.”

While their radio program helped them generate a presence, they realized that market statistics saw a shift in who was buying homes. “Our radio audience was in the 40-plus range, while the market was changing to younger, first-time homebuyers,” Unangst said. “The only way we were going to reach that audience was to give them what they’re looking for using online videos.”

The team creates informational and educational videos that highlight listings and explain the home buying process. “We highlight neighborhoods, community events, businesses, what developers are doing, what new construction is happening and video helps us to accomplish this,” Osborne said.

The site usually has an average of 100 hits per day. They initially paid per click on Google to bring people to the site but they’re relying on that less now.

“We try to produce a new show every week, some in front of the property, others with some still photos of properties,” Unangst explained. The new videos are promoted via email, Twitter and Facebook.

The team uses a new Glide cam, which allows them to walk through a property room to room and show the entire property. They supplement the video footage with stills but they believe the video gives viewers a better sense of an open house.

“We had one client from New York who told us he had been searching online for three months but never felt comfortable giving his information to any online site until he saw our site,” Osborne said. “He said other companies weren’t giving him valuable information but once he saw our site, it was obvious we knew what we were doing.”

While some in the real estate industry haven’t embraced video technology, Osborne believes this is where the industry should be headed. “Videos can allow us to reconnect with the public to help create trust again,” he said. “With some of the poor photography I’ve seen on the MLS, it’s no wonder sales are so low.”

“What we’re doing now will become a necessity in three to five years,” Unangst said. “With smart phones and iPads, this is how everyone is communicating. It’s going to be important to embrace this like we did the computer.”

“Videos don’t make the market any easier,” Osborne added. “Videos help build trust with consumers because you can share what you know. It’s about giving information to the consumer without making them feel obligated to do something. The web is an amazing way to allow people to gather information without pressure.”