It's an (unusually) sunny day in London on this week's Future of Real Estate episode:
For those of you who find comfort living under a rock, here’s what we’ve been up to the last 5 weeks. As a company that builds powerful branding and marketing tools for real estate agents, we decided to test our new platform by choosing one promising realtor and putting him and us to the ultimate test.
We picked Edward- a new realtor in the competitive LA property market, who not only uses social media to his advantage in the real estate industry but also happens to be a really (really) cool guy (with arguably the cutest dog on social media).
Our mission: Measure how fast we can establish his personal brand in LA by performing the ultimate banding experiment. Ed’s mission: Sell $30 million in real estate my the end of the year. NBD - you got this, Ed.
So far, the first three episodes are leading the way in most views (over 180K to be exact). However, episodes 4 and 5 saw a decrease in viewership. Here’s why we think this happened:
As mentioned in last week’s post, we think the reason episode 4 didn’t get as many views was because the episode was (1) set in London, while we targeted a US audience and (2) it was pretty heavy on Ed’s personal life and light on real estate. Episode 5 was also set in London, and similarly showcased his personal life more so than his realtor life. This leads us to believe that for realtors especially, BALANCE is the KEY to your personal brand.
However, we must admit - it was nice to see Ed trade his routine suit and tie for a white T-shirt. Seeing Ed dressed-down was like watching a dog walk on its hind legs - both a bit out of the ordinary and extremely fascinating.
Another important thing to note about episodes 4 and 5: They were both published during the week of the fourth of July holiday. As mentioned, we have been targeting a US audience for these episodes as our product is being offered to realtors in the US.
Word to the wise- if you’re trying to reach a US-based audience during a holiday like 4th of July, just know most Americans won’t be checking their social media for tips on real estate. Instead, you’ll probably find them doing something like this:
On next week’s episode, Ed heads back to LA to flex his real estate muscles. Let’s see if coming back to the States will create an increase in viewership and have more of an impact on Ed’s brand.
To follow Ed’s entire real estate journey follow our Facebook page- Future of Real Estate.
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