Elevating Brand Awareness and Generating Seller Leads Through Video Content and Social Media

Client Background: Kevin Iglesias, an Associate Broker at Signature Premiere Properties, leads Team LINY, a distinguished real estate team known for their expertise in seller transactions. Despite their success, Kevin faced challenges in enhancing brand awareness and establishing a significant presence on social media platforms.

Objectives: The primary goal was to leverage social media content to generate high-quality seller leads, increase brand awareness, and position Kevin and his team as leading real estate professionals among their peers.

Strategy: A dual-content strategy was employed to attract both consumers and investors by:

• Producing engaging property tours and market videos for consumers.
• Launching the "Real Estate and Chill" podcast to cater to investors seeking a realtor for selling their renovated properties.

The strategy aimed to boost Kevin's popularity and recognition within the real estate community, a goal that was successfully achieved through various charity and networking events attended by hundreds of agents.

Implementation: The strategy was brought to life through:

• The production of over 100 episodes of the "Real Estate and Chill" podcast over two years, maintaining a consistent weekly release schedule.
• The creation of thousands of short-form podcast clips, enhanced with subtitles and animations, to promote episodes on social media.
• The development of niche-specific short-form content tailored to consumers, designed to engage and inform potential sellers.

Promotion: While 99% of the content was distributed organically, select events were promoted through paid advertisements to maximize reach. The focus on organic growth was strategic, aiming to build a genuine and engaged audience over time.

Results and Impact: The campaign yielded significant results, including:

• 10 seller leads that resulted in closed deals.
• A follower growth to nearly 5,000 on social media platforms.
• Over 250,000 impressions, showcasing the extensive reach of the content.

The conversion rate from impressions to seller leads was 0.004%, highlighting the challenge of capturing high-intent leads amidst a broad digital audience. Despite this, the campaign's direct impact on business results and community engagement was undeniable.

Challenges and Solutions: Optimizing efficiency in video production was a challenge, as minimizing time spent on shooting was a priority for clients. The team improved their production processes, becoming adept at creating high-quality content within tight timeframes.

Real-World Impact: The engagement on social media translated into tangible business outcomes, including generating leads and selling tickets for multiple events. This dual benefit of the campaign underscores its effectiveness in driving business results and enhancing brand presence.

Insights and Future Directions: This case study underscores the importance of a targeted, content-driven approach to social media marketing in the real estate industry. Kevin Iglesias and his team plan to continue exploring new content formats and distribution channels, aiming to further increase their market presence and efficiency.

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