How Actual Property Agent Ken Pozek’s YouTube Channel Helps His Workforce Succeed
It could 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 dwelling. Assured of their choice, the couple put a deposit down on a brand new building 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 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 loads of hands-on work, however it was extremely efficient, and it allowed him to cut back on call-based lead technology, which wasn’t his favourite technique to join with shoppers. Assuming he might take an identical 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 had been doing in Michigan – and it failed miserably,” Ken recalled. “I used to be attempting to construct a model in a single day,” he mentioned, which he quickly realized simply wasn’t attainable. 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 had been averaging 10 to twenty dwelling gross sales a yr. “That was all I knew on the time, and I believed it was an enormous deal,” Ken remembered. “Then anyone launched me to Keller Williams, the place it was all about leverage and groups.” He credit KW with educating him to suppose larger – and placing him on monitor to a median of 100 houses 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 offered round 75 houses – 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 pal in Jacksonville, Fla. – that modified every thing. His pal had discovered success filming himself giving mannequin dwelling excursions and posting them on YouTube. Given all the new building in Orlando, he prompt Ken attempt it, too.
With video, there was no barrier to entry. Ken might preserve his manufacturing prices low and do every thing he wanted to with simply his cellphone. “I grabbed my mobile phone 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 serious market differentiator. “That was once I was like, wait a minute, I believe I can lean in actually laborious to construct a a lot, a lot larger model and a a lot, a lot larger firm,” Ken mentioned.
The way in which Ken noticed it, conventional advertising made him a commodity – simply one in all a number of brokers a consumer would possibly take into account working with. “The distinction with video advertising for us was that folks had been coming warmed up already. They felt like they already knew me, and so they weren’t interviewing different brokers,” Ken mentioned.
As a result of he was offering content material viewers discovered helpful, whereas additionally studying extra about his new dwelling metropolis, his followers had belief in his skill 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 must then go compete with the market. I’m a market of 1.”
Leveraging a Model
Ken’s video content material has performed extra than simply construct his credibility; it’s had a serious affect 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 way of his social media and digital advertising channels, which embody 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 companion.
Senior Agent Associate 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 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 mentioned, “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 make it possible for we ship distinctive experiences for our shoppers.”
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 relation to brand-building, Ken says there’s no technique to fast-track the method. Whether or not you’re producing leads by way of video, postcards, radio, or different means , the method for development is consistency over time. Greater than 650 movies and 50,000 YouTube subscribers later, Ken continues to be considering at scale: He mentioned 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 every thing else simpler or pointless. It’s actually change into my one factor.”
Watch the total KW Actual Property Position Fashions Pozek Group profile @kellerwiliams on YouTube.
