I like video. I’m a visual person, and maybe a bit lazy too. If I’m trying to do something around the house I will almost always see if there is a how to video first before I read ANYTHING. So it’s no surprise that video plays an important role in our company’s strategy and I wanted to share some of those successes here, if only to demonstrate how important video is becoming. For years our agents have done virtual home tours. There are any number of companies out there that will show up at a property, take some still shots, shoot some video, add some titles and stitch together a 2 minute clip that gets uploaded to our YouTube account. No fuss, no muss. On the Bosley Real Estate YouTube channel, those videos can generate 20-30 views and may hit 60 if we’re lucky. These videos also show up as attachments to agent’s listings on MLS and Realtor.ca and get a lot more views outside of YouTube.
Several years ago someone came up with the idea of shooting “lifestyle” videos. Conceptual in nature, these videos add a unique angle to the traditional home video by using actors to show what LIVING IN THE HOUSE is like. Cool idea. These videos have gained some success and have contributed to the house being sold. In fact some of our agents are using them quite successfully. Of course they are more expensive to produce and once the property is sold the video has limited appeal except as a tool to get other listings. Which begs the question, if a potential client says he wants a lifestyle video and the house is a dump, how are you going to back out of that one?
For our part, our video success has come from two sources. First we recognized that Bosley Real Estate has deep and long-lasting roots in the various communities in Toronto and so we were the best ones to talk about neighbourhoods. We created a video series called “Neighbourhood Navigators”. Currently we have 13 done and another 4 in post production. We also have one of the most experienced management teams and advice that is worthwhile and relevant so we created advice videos with topics like “Do I have to accept a full price offer on my home?”. These videos have responded to the statistics that are available. A 2013 Google Consumer Survey reports that 47% of RE researchers use YouTube to view video home tours, 21% use it to learn about neighbourhoods, 18% use it to learn about RE companies of agents, and 13% use it to watch “how to” and “advice” videos. With barely 9 months under our belts our success has been extraordinary. Check out a snapshot of or analytics. We were basically flatlining but the major jump happened the moment we published our first neighbourhood video in June of 2013. . Video continues to play an important role in our online presence too. On our new website we created a Neighbourhood Navigator and Advice page. Our agents are embedding the videos into their own websites and are reporting additional traffic. Of course we still have a lot more up our sleeve. Version 2 is coming out in a few months and will see some video content coming out in our app.
It is no surprise that video is an important tool for the real estate brokerage. In our fast paced, no time to read, life, video plays a critical role. We are also a big fan of agent videos as they give a consumer the chance to meet someone before they meet them face to face.
mark mclean is the Broker/Manager at the Bosley Real Estate Queen St W office.
It’s starting to sound like a broken record. How many people have said that we need to promote “professionalism” in real estate? I’m perhaps a little guilty of it too, in fact it’s one of the reasons why I write this blog. I figure that if I write about mistakes some agents make, other agents might learn about the right way to work. I blog my meeting topics out and encourage other managers to engage their agents the way I hope I engage with mine. Trust me, it hasn’t come easily but blogging has definitely helped me be a better manager and Realtor. But (and there’s always a “but”) I propose that we stop talking about professionalism in real estate and start thinking about real estate as a profession. When we choose to believe that this is an skilled, caring, ethical and honest way to make a living, professionalism just kinda comes along for the ride. It’s a small tweek in thinking but a powerful one.
I think most would agree that we are fighting a losing battle trying to teach professionalism in an industry that has low barriers to entry. Sure, RECO, our governing body, has increased minimum education requirements for people wanting to take the courses, but more could be done. Last year RECO replaced the continuing education credit system with a 6 hour online update course along with two elective online courses. I get their logic. In fact I would be the first to agree that the 24 credit education system had its flaws. Do we need to study Feng Shui and different roof styles? Will that make us better Realtors? Does this help in consumer protection? Because, make no mistake, that’s what RECO is all about…looking after the consumer. A RECO-administered update at least keeps the content relevant and consistent and online learning is the way of the future. I’m just not convinced this was the right answer. It is, after all, a system that could be corrupted and abused.
Currently The Ontario Real Estate Association or OREA is the entity that delivers the real estate education program in Ontario on behalf of RECO. That course content, which took years to develop and fine tune, is owned by RECO as a result of a previous transfer from OREA. I believe that at some point RECO has designs on administering the courses directly. Some agents might think that might be a good thing as much of OREA’s income is generated by education. No more OREA would save us in dues, but I’m worried about what could happen next. RECO was established under the Real Estate and Business Brokers Act to, first and foremost, protect the public, but their acts of simplifying the process could have the opposite effect. In a time when the real estate transaction is getting more complicated, does it really make sense to make the courses easier and faster? It’s no surprise the Toronto Real Estate Board has nearly 40,000 members.
I’m concerned for our industry and while I don’t want to sound the alarm bells I believe it is important for real estate boards across Ontario to stop talking about professionalism and start promoting real estate as a profession. If doctors, lawyers, plumbers and mechanics take years to get their ticket, why aren’t we? Third party educators of additional accreditations like the ABR, SRS, SRES, ePRO have helped but I would also ask why prospective agents aren’t given standard aptitude tests before beginning the programs?
Here’s the other problem…when you talk to good, successful agents they say, either charge Realtors $5,000 a year to keep their memberships or have a minimum sales standard. In theory, that’s not a bad idea but real estate boards across the country, survive on membership. Think of it as belonging to a gym. The more members you have the cheaper the dues. As far as a minimum number of transactions…well I’m sure the Ministry of Labour would have something to say about that.
Thinking about real estate as a profession starts with a solid educational base. Let’s start by turning the licensing program into a three year curriculum where students need to get passing grades to move ahead. Let’s encourage designations, and solid in-class learning. Least we forget that this is an industry full of entrepreneurs. Brokers should be encouraged to provide more training and serious career counseling.
As a two-time past education committee member I believe OREA is the best organization to deliver a college level real estate program. As for me, I hope to continue to promote education, OREA and the real estate profession through my blog and in my role as director at the Toronto Real Estate Board.