The content industry has made great strides and advancements, especially in Community Matrix and otherwise. One area that has become a defining area of program change is real estate.
Being able to create videos for little to no cost is nothing new, and it’s something YouTube has created a market for worldwide. The ad body is unique, however, as it deals with an industry such as real estate.
Agents have used billboards, billboards, TV ads, cold calls, postcards, digital ads, SEO, and everything in between with varying degrees of success. A certain amount of profit goes back into marketing and TV ad buys are so high that they are reserved for only the best and most successful agents or risk being aired at 3am on Wednesdays.
The real estate agents made up of Levi Lassak and Travis Plumb tried to use YouTube as a medium to promote their new real estate business. In their first year, they made $1 million in commissions but spent zero on advertising.
“Well, 87% of agents fail in their first two years in real estate,” Lascak said. “When we spoke to some of the most influential people in the industry, they repeatedly said that they had never heard of this story.”
He continued, “Agents have never heard of starting from scratch, especially from different industries. I come from a financial services background. Travis had a marketing agency, but he never implemented YouTube the way we did, doing paid search and paid ads and things like that.
Now the pair are teaching agents how to use new age media in the same way. To run a six to seven figure profit business without any ad spend outside of YouTube.
“And now we offer editing services on top of that because with YouTube comes editing and optimization and SEO and all that good stuff,” Plumb said. “So now we have an agency for people who want to take advantage of the opportunity.”
The concept of creating external income away from the media using new communication methods has been a growing issue in the last five years.
Podcasts are increasingly being used by those in the entertainment industry to not only create programming, but ultimately to exploit unique narratives in TV, film and other content. Social media has turned into an industry that’s completely driven across the board for both marketing and monetization, and distribution platforms are realizing that fashion, music, and movement have more cultural influence—the zeitgeist—than they ever imagined. Take Kate Bush’s resurgence in Stranger Things, for example.
The process change has created many opportunities for many groups of people. With low acquisitions and innovation at its core, audiences and business people continue to see opportunities in various media sectors.