According to RESAAS - The Real Estate Social Network™, it’s survival of the futurist in the wilds of the real estate world. In a video titled “A History of Real Estate,” released to coincide with the 2013 REALTORS® Conference and Expo, a real estate agent is seen on the verge of extinction until he changes his way of communicating. One scene shows a dilapidated bus bench with an agent’s ad while another has a fridge magnet being crushed in a scrap yard. The video is filmed and narrated in a nature documentary style with a BBC-type voice.
Says Lisa Francilia, Marketing Advisor for RESAAS, “Our concept and strategy was to show agents how transforming from old-school tactics to new digital media isn’t so difficult or scary. It’s an evolution that embraces new technology and promotes real-time interaction on-line between a network of agents. We’re suggesting that there’s a new way of communicating, so that’s how we should market ourselves, too.”
In their trade show booths, RESAAS features outdated marketing artifacts as if in a ‘real estate museum’. “It’s certainly a different way of getting our message out”, comments Lisa, “which fits perfectly with our thinking and our service. We want to reach agents one-on-one and empower them with high-tech tools in a social network dedicated to the real estate industry. It really is one giant leap forward.”
For distribution and promotion, the video release was SEO-friendly, posted on all relevant social media streams and created pre-launch discussion about the innovation and evolution of real estate under the hashtag #REevolution. Through targeted Twitter handles, the conversation included key real estate influencers.
“The main focus of the campaign is to get real estate professionals talking about how the environment is evolving, how we’re adapting and what we can expect in the future”, concludes Lisa. “We want to promote something bigger than just RESAAS, it's something that involves many organizations, associations and individuals who believe that change is good and that technology provides incredible opportunities for everyone in the industry.”
‘History of Real Estate’ features real estate leaders such as Christopher Choo, Tina Mak and Ian Macleod. The lead character was played by a real agent, Jason Hibbard, while the narrator was Vancouver-based Shakespearean actor, Christopher Gaze.
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