How do the best agents market listings? Realestate.com.au turned to Tom Panos to find out, and to get some hints on what we should expect for the future of real estate marketing.
There’s no one trick to being a better marketer, according to Mr Panos. In the video Excellence in Marketing with Tom Panos, he says it’s about combining quality across all avenues.
“[Top agents] do a lot of things and they do all those things well. They use world-class photography. They use high-end videographers. They use extraordinary copywriting skills,” he said.
Mr Panos predicts an end to some of the marketing techniques used today – cold, unemotional content or sales- and brand-heavy videos. He says the future is being human and giving buyers something to connect with.
“I think there’s video 2.0 which hasn’t started yet because I clearly see video going up to another level,” he said.
“[Good agents] come across ... as being more a human being than a real estate agent when they are in the marketing material themselves, for instance in the video.”
In the future of real estate marketing, Mr Panos said video will be an important factor, but it will require more than just making a property look good.
“I see the video not only being absolutely incredible in helping the property look amazing, I actually think that the profile of an agent can go to a next level in how they appear in the video so I think that there’s a huge room of improvement in the way that the agent is a presenter in the video,” he said.
This focus on human connection and being a real person will have a positive impact on your influence as an agent and your personal brand.
“What you need to do is make sure all the touchpoints are sending a strong message out there,” Mr Panos said.