How Actual Property Agent Ken Pozek’s YouTube Channel Helps His Workforce Succeed
It will 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 fascinated 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 operating 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 whole lot of hands-on work, nevertheless it was extremely efficient, and it allowed him to cut back on call-based lead technology, which wasn’t his favourite approach to join with shoppers. Assuming he may take an analogous 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 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 stated, which he quickly realized simply wasn’t attainable. Ken pulled again on paid adverts and went again to the fundamentals whereas determining one other approach 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 assumed it was an enormous deal,” Ken remembered. “Then any person 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 observe to a mean of 100 houses gross sales a 12 months. His preliminary objective was to hit an analogous 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 severe about scaling his enterprise.
Having already tried the paid promoting route, Ken knew he needed to discover one other approach to construct model recognition. It was a dialog with one other agent – a pal in Jacksonville, Fla. – that modified all the pieces. His pal had discovered success filming himself giving mannequin house excursions and posting them on YouTube. Given all the new development in Orlando, he prompt Ken strive it, too.
With video, there was no barrier to entry. Ken may hold his manufacturing prices low and do all the pieces 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 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 could possibly be a significant market differentiator. “That was after I was like, wait a minute, I believe I can lean in actually laborious to construct a a lot, a lot greater model and a a lot, a lot greater firm,” Ken stated.
The best way Ken noticed it, conventional advertising made him a commodity – simply certainly one of a number of brokers a shopper would possibly think about working with. “The distinction with video advertising for us was that individuals have 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 capability 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 should then go compete with the market. I’m a market of 1.”
Leveraging a Model
Ken’s video content material has accomplished extra than simply construct his credibility; it’s had a significant affect on the expansion of his crew. 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 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 companion.
Senior Agent Companion 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 crew 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 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.
In the case of brand-building, Ken says there’s no approach to fast-track the method. Whether or not you’re producing leads by video, postcards, radio, or different means , the components for development is consistency over time. Greater than 650 movies and 50,000 YouTube subscribers later, Ken remains to be pondering 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 all the pieces else simpler or pointless. It’s actually change into my one factor.”
Watch the total KW Actual Property Function Fashions Pozek Group profile @kellerwiliams on YouTube.
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