Realtor Promotes Agency With Online Reality Series
Sarah Bandy is a real estate agent in the upscale NYC suburb of Colts Neck, NJ. In “The Amazing Race” that is today’s market, she wants to be a “Survivor” — and she sees reality Web TV as one way to win.
In conjunction with social media efforts, The Sarah Bandy Group launched a 16,000-piece mail campaign to the agency’s local area in May. The goal is to generate $1 million worth of home sales in a year with the strategy — 16,000 pieces per month for 12 months — based on the theories of real estate author Gary Keller. A series of Webisodes called “Realtor Real Estate” (www.sarahbandy.com) is chronicling the effort.
“Keller says if you send out $16,000 to people you don’t know at all and you hit them 12 months out of the year it will convert either into a listing or sale,” says Nicholas Napoletano, project manager at Bandy’s agency.
The mailings targeted upscale homeowners in Monmouth County, NJ, communities like Marlboro, Metuchen, Rumson and Colts Neck, looking at the average sale prices of homes outlined in the realtors’ Multiple Listing Service.
In “Realtor Real Estate,” a video crew follows Bandy and her five associates going through the process of trying to sell homes. Napoletano says if the Webcast catches on, the agency may consider pitching it to channels like HGTV.
Bandy is also promoting the show through Facebook, YouTube and Twitter.
“The whole social media end of it is really just helping us push everyone to Sarah’s Web site to view everything,” he says, noting that in the past no one has ever come close to hitting Keller’s $1 million goal.
