There are so many quotes about change, but this one from Ben Franklin is one of my favorites: “When you're finished changing, you're finished.”
To help us all embrace change, the forthcoming November issue of Real Estate magazine will feature a new column titled ‘Innovations.’ While we interview dozens of real estate professionals each month, who enthusiastically share so many details about their paths to success, we wanted a dedicated spot in the magazine to zero in on some of the really innovative ideas we hear about every day. Why? Because innovation is what sets your firm and your agents apart with today’s highly judicious, review-driven, technology-centric consumers.
In our inaugural Innovations column, we spotlight Decker Bullock Sotheby's International Realty - a top brokerage in swanky Marin County, Calif., with nine offices and 180 agents - that recently rolled out the red carpet to bring video marketing to a whole new level.
While the use of video in real estate marketing is certainly not a new idea (although it has yet to be adopted by real estate professionals as extensively as it should, in my opinion), Decker Bullock Sotheby's certainly raised the bar with its latest project: 14 short films crafted together with Evoker, a Chicago-based multimedia branding agency. The films premiered Monday, October 3, at the iconic Lark Theater, complete with red-carpet arrivals, popcorn and a champagne reception.
The agent-focused films were made over the course of six weeks and aimed to create a visual connection between a selection of the brokerage's associates and their future clients. From traveling the world to charity work to sailing on the San Francisco Bay, the films spotlight the lives of agents, making a human connection with prospects and, therefore, subconsciously building trust. Film posters displayed outside the theater conveyed the message: "We live in a place unlike anywhere else, where every home has a story. So do we."
"Our clients expect service,” says Kevin Daniel Dwyer, creative director of the brokerage. “They want trust and they value discretion. We are leaders in technology integration, but that's not enough. We're in the service business. These films are another tool offered to our forward-thinking agents and discerning clients. They're also works of art, which deserved a grand stage. Our film premiere was the first of its kind in real estate and we're immensely proud of that."
“First of its kind” is about as innovative as you can get. As Travelocity and Kayak founder Terry Jones says, success is all about innovation. “What got you here, won’t necessarily get you there,” he adeptly explains. “You don’t necessarily need to know how to do it; you just need to know that you have to do it. In real innovation, being comfortable isn’t good. You have to be uncomfortable.” If you’re attending RISMedia’s 21st Annual Power Broker Dinner on Nov. 4, you’ll get to hear more great wisdom from Jones.
Check out the films from Decker Bullock Sotheby’s below and let us know below how you are moving forward with innovation.