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Ask the Expert: Incorporating Video into Recruiting Strategy

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Today’s Ask the Expert Q & A features, Rudy Bachraty, the director of communications and partner strategies for WellcomeMat.

Q: When it comes to recruiting, how can real estate professionals incorporate video into the process in order to help their brokerage stand out above the competition and attract top agents?

A: With so much competition in the real estate space for top talent, we’re starting to see more and more brokerages and brands using video as a recruiting tool and as a core part of their marketing. These real estate recruiting videos are more like mini documentaries that tell a story. It’s the agents, employees and executives themselves that share why they love working for their company.

Virtually every real estate brokerage has an “About Us” page that briefly explains who they are and why they are so great. But I wonder how many consumers actually read those pages before selecting an agent or brokerage to work with. If given the choice to read about a company or watch a short video, I’m betting folks click “play” most of the time. Having both text and video can be a winning formula for your “About Us” page.

This brings us to a few examples of real estate companies we’d like to highlight who have done a fantastic job of utilizing video to sell their value proposition in hopes of recruiting the top real estate agents in their local markets.

Redfin: Become a Redfin Real Estate Agent
They say leadership comes from the top. In this video (http://www.youtube.com/watch?v=Cel5YR_itxA&feature=youtu.be), Redfin’s CEO Glenn Kelman sets the tone on the vision of the company and how they seek to be leaders in the future of the real estate industry: “If you want to learn how real estate is going to be practiced in the 21st century, there is no better place to do it than Redfin.”

Additionally, some of Glenn’s agents from around the country share their personal reasons regarding why they love working at Redfin. Not only is it a perfect mix of personality, genuine enthusiasm and information, it’s something I think agents who are looking for a new home can relate to.

Residential Properties: Residential Properties Ltd. 30th Anniversary
Continuing our trend of leadership and recruiting, Sally Lapides, president and CEO of Residential Properties, shares her personal story of how she co-founded the company. It’s a story of perseverance. A story of a woman who took a chance in starting a business in some very tough times. It’s a story of helping people make their dreams come true. A story of how technology helped them recruit some great local talent.

For those looking to be a part of something bigger than themselves while improving their quality of life, Sally and her team created a very powerful recruiting video (http://www.residentialproperties.com/Videos?video=2E7B94180A).

Halstead Property: Agents of Change: NYC – New Beginnings Series
As a leader and pioneer in the creation of high quality real estate video, Halstead created a fantastic series of recruiting videos (http://www.halstead.com/properTV?video=C1311B9337) that showcase some of their top recent recruits. Nothing speaks more powerfully than an agent who just made the switch from one brokerage to another. Their passion is fresh. Their motivations are clear. Capturing that on video for future recruits to see is pure genius.

If your company or brand has not created a recruiting video to attract the best local agents yet, the beginning of 2013 is the perfect time to start solidifying your position in the marketplace.

For more information, visit www.wellcomemat.com.

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