OPERATIONS
E veryone wants video now. Everyone says they need it. They’ll throw around phrases like “content is king” and sure, maybe they’ll hire a videographer, maybe buy a DSLR and a ring light. But six months later? No posts. No leads. No ROI. Just another “media push” that fizzled out because there was no system behind it.
Let me say this clearly: You don’t need a fancy studio. You need a repeatable and reliable system.
Real estate is one of the few industries where trust and perception can directly impact deal flow. The look and feel of a company’s content speaks volumes to potential investors and partners before any actual conversation begins. If the media looks unprofessional or chaotic, the assumption—fair or not—is that the business might be the same way. On the flip side, clean and consistent media helps establish credibility at scale. Attention is the new currency and social media content production earns it better than any other method aside from word- of-mouth. But word-of-mouth has no scale; social media does. You can reach, build trust with, and potentially find investors for new opportunities before you ever even get on the phone. But media only works when it’s consistent. One video isn’t going to save your quarter. The ROI shows up when you build momentum and show up in people’s feeds every week with something worth watching. Achieving this takes practice and effort. The most innovative thing a real estate team can do? Treat their content operation like a business department. That means clear roles. Clear timelines. Templates, prescheduled shoots, a library of assets, naming conventions that don’t make your editor cry. It means not reinventing
A “Sound” System Beats a Studio REAL ESTATE TEAMS NEED MORE THAN CAMERAS: THEY NEED A SYSTEM THAT TURNS CONTENT INTO ROI.
SKYLER WILSON
50 | think realty magazine :: july - august 2025
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