How Actual Property Agent Ken Pozek’s YouTube Channel Helps His Workforce Succeed
It might be an understatement to say that YouTube has had an affect on Ken Pozek’s profession.
With a profitable actual property enterprise working in Detroit, Mich., Ken and his spouse, Holly, started enthusiastic about opening a second location in Orlando, Fla., and making the Sunshine State their full-time residence. Assured of their resolution, 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 working earlier than formally making their transfer. Their plan was in play, however there was one huge drawback: 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 plenty of hands-on work, however it was extremely efficient, and it allowed him to reduce on call-based lead technology, which wasn’t his favourite solution to join with purchasers. Assuming he might take the same strategy In Orlando, Ken centered 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 making an attempt to construct a model in a single day,” he mentioned, which he quickly realized simply wasn’t attainable. Ken pulled again on paid advertisements and went again to the fundamentals whereas determining one other solution 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 residence gross sales a 12 months. “That was all I knew on the time, and I assumed 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 instructing him to suppose greater – and placing him on monitor to a mean of 100 houses gross sales a 12 months. His preliminary objective was to hit the same quantity in Orlando.
Scaling Up By Video
Ken’s pivot again to the fundamentals labored. He turned a revenue in his first 12 months as an agent in Florida, and whereas he didn’t hit his Michigan numbers, he nonetheless bought 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 solution to construct model recognition. It was a dialog with one other agent – a buddy in Jacksonville, Fla. – that modified every thing. His buddy had discovered success filming himself giving mannequin residence excursions and posting them on YouTube. Given all the new building in Orlando, he advised Ken strive 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 telephone. “I grabbed my cellular phone 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 could possibly be a significant market differentiator. “That was once I was like, wait a minute, I believe I can lean in actually exhausting to construct a a lot, a lot greater model and a a lot, a lot greater firm,” Ken mentioned.
The best way Ken noticed it, conventional advertising made him a commodity – simply one among a number of brokers a shopper may contemplate 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, they usually 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 residence metropolis, his followers had belief in his skill to assist them. Ken realized, “If I’ve a very robust model and I’m capable of give a ton of worth, I don’t should 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 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 via 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 capable of place themselves as his trusted associate.
Senior Agent Companion Bree Tucker first began following Ken on social media after seeing him communicate at a Keller Williams® Ignite occasion; she joined The Pozek Group in 2019, when it was solely 4 brokers robust. Now as a mentor, she encourages group members to optimize Ken’s movies, to allow them to prepare their deal with 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 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 be sure that we ship distinctive experiences for our purchasers.”
Whereas increasing his enterprise, Ken began working with outdoors expertise to movie and edit his movies, and The Pozek Group now has a full-time videographer and a short-form editor on employees. 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 terms of brand-building, Ken says there’s no solution to fast-track the method. Whether or not you’re producing leads via 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 pondering at scale: He mentioned he and Holly plan to remain in Orlando and develop an enormous, iconic firm – alongside his follower rely. Ken defined, “Video, by far, has made every thing else simpler or pointless. It’s actually develop into my one factor.”
Watch the total KW Actual Property Function Fashions Pozek Group profile @kellerwiliams on YouTube.
