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How Actual Property Agent Ken Pozek’s YouTube Channel Helps His Crew Succeed
It will be an understatement to say that YouTube has had an influence 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 determination, 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 huge 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 numerous hands-on work, nevertheless it was extremely efficient, and it allowed him to reduce on call-based lead era, which wasn’t his favourite technique to join with purchasers. Assuming he may 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 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 technique 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 yr. “That was all I knew on the time, and I believed 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 instructing him to assume larger – and placing him on observe to a mean of 100 properties gross sales a yr. His preliminary objective 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 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 technique 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 all the new development in Orlando, he advised Ken attempt it, too.
With video, there was no barrier to entry. Ken may preserve his manufacturing prices low and do the whole lot 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 acquired 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 significant market differentiator. “That was once I was like, wait a minute, I feel I can lean in actually arduous to construct a a lot, a lot larger model and a a lot, a lot larger firm,” Ken stated.
The best way Ken noticed it, conventional advertising made him a commodity – simply one among a number of brokers a consumer 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 potential to assist them. Ken realized, “If I’ve a extremely sturdy model and I’m in a position to 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 significant influence 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 channels, which embrace YouTube, Instagram, TikTok, a publication, and the corporate web site. By advantage of video advertising, Ken’s brokers are in a position to place themselves as his trusted associate.
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 prepare their give attention to 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 stated, “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 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 workers. 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 technique to fast-track the method. Whether or not you’re producing leads by video, postcards, radio, or different means , the formulation for progress 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 depend. Ken defined, “Video, by far, has made the whole lot 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.
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