An agent has ditched traditional marketing to focus on video listings on his social media, creating stronger emotional connections between buyers and properties, prompting him to launch his own agency.
While property marketing has long been primarily focused on platforms and media, an agency has shifted its focus, using video as a central pillar of its campaign process.
For the better part of a decade in the real estate industry, Mark Josem said he relied on the tried-and-true combination of print media and property listing platforms when marketing.
He said he never saw a link between advertising through print media and generating inquiries or leads, but he did find success using his social media channels.
“I was just doing these videos on my social media page; they cost me nothing, and I was getting results from them,” Josem told REB.
“I just couldn’t believe it.”
He said that the success of his digital marketing was a major factor in his decision to launch his own agency, Storyhouse, in Melbourne’s inner east, which operated using a “social always, video mandatory” approach to listings campaigns, building connection through story-led content.
Consumers crave authentic content
Josem said that agents who favoured overly stylised and cinematic videos typically saw less traction on their posts, with viewers preferring to engage with authentic content.
“People actually just want to see the property; they don’t want to feel like they are watching an ad.”
He said that rather than needing to be high-production, agents could get away with just a few key tools, such as a camera, a microphone, and a gimbal.
With something as simple as a walkthrough showcasing the homeʼs best features, Josem said agents could begin building connections and growing their social media presence.
“With social media content, it is very democratic. The content that people like to watch will reach a wider audience.”
“But if you post a video and it’s not good, it won’t get many views because people won’t stay around and the algorithm won’t push it further.”
Whilst it could boost an agent’s profile, Josem said video content could also enable them to offer unconventional ideas about the property.
Josem said that one recent example was a video he made that went viral, describing how a unit could be converted from a two-bedroom to a three-bedroom.
“How do you do that on the portals without a video? You can’t,” Josem said.
Bringing vendors into the mix
Josem said that by adopting a story-driven approach, agents could create a stronger emotional connection among potential buyers, vendors, and the property.
He said a unique way the agency had strengthened the connection between buyers and vendors was by including the sellersʼ thoughts on their own homes in their marketing videos.
“Everybody loves their own home. It is so personal. It’s part of your identity.”
“I had one campaign where when the buyer met the vendors, they were crying and saying, ‘After hearing your words, we really want to look after your house. We love how much you love the house.”
“It really built this emotional connection and made it so much more personal than just bricks and mortar.”
A boutique advantage
By operating as a boutique agency, Josem said he was less restricted in the types of content he could produce.
With larger agencies needing greater control over how their brands were represented online, Josem said they couldn’t allow just anyone to produce content.
“I think with the bigger brands, quality control is very important. You can’t just let every agent out there make these videos.”
He said that this is where being a smaller agency had its advantages, giving him complete creative control of the brand.
Additionally, he said it provided an extra layer of flexibility, allowing the business to adjust its strategy to a new content style or market conditions.
“Being independent and free enables me to offer a better service and to make things that are fresh and new.”
“We haven’t been around very long, but we have already pivoted three times on the style of how we are doing the content, and we are learning from each campaign.”
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